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On Monday, I answered some questions for Econsultancy about optimal email frequency at Christmas, and apparently I ruffled a few feathers.
What can I say, I’m a Parry-iah (see what I did there?). The following blog post will rub some people the wrong way. My good name may get dragged through the mud. But, what can I say, with playful glee here comes an erudite, iconoclastic viewpoint.
My point is this: retailers who send out more (not crappy) emails this Christmas period will drive more revenue from all their channels, both online and offline.
This Christmas, give your customers a present. Give them the gift of more emails.
Argos has launched a new Gift Guide minisite that aims to provide struggling shoppers with inspiration for Christmas presents.
It sits separately from the retailer’s existing ecommerce site but is linked to from its homepage.
The guide is part of Argos’ plans to secure its share of the whopping amount spent online over the festive season, which is predicted to reach £20.4bn in the final two months of this year.
To find out whether Argos’ Gift Guide will help to capture some additional sales, I browsed the site for Christmas inspiration.
Email frequency in general has been a hot topic recently. Whatever your opinion or approach is on this topic, it’s inevitable that your email frequency is going to increase over the upcoming holiday period.
As you can see from this chart, many retailers don’t hold back!
The Christmas-themed emails have just begun to arrive in my inbox, so what better time to gather some email marketing tips?
I've been asking a number of email marketing experts about the best tactics for the Xmas shopping season.
Topics include how often to send emails, the importance of mobile, and email creative this Christmas...
Christmas is the biggest ecommerce event of the year and a time when consumers are at their most willing to part with their hard-earned money.
The impact of the holiday period on the attitude of customers offers a huge opportunity that online retailers can’t afford to miss.
Here are our 12 tips for driving conversion rates this holiday season…
With Christmas make or break for retailers how can they make the most of their paid search budget in the run up to the big day?
In these ultra-competitive times the peak Christmas period can be make or break for retailers. With up to 40% of sales happening around this time, under performance doesn’t just harm your company, it could be fatal to your business.
Paid search is a proven way of delivering buyers to your website, but how do you maximise its impact, while minimising costs?
Based on Kour experience there are six steps to optimising your search engine marketing for Christmas success:
In the rush to attract customers during the busy Christmas period social media is an important tool for amplifying marketing messages and engaging with potential consumers.
A new report from Accenture shows that there were predictable spikes in social activity during the holiday period and also examines the types of posts that proved to be most successful in terms of engaging fans on Facebook.
Asking consumers to participate in contests proved to be the most successful tactic for encouraging dialogue, while discount-related posts proved to be a flop.
This may come as something of a surprise, as previous surveys have suggested that the lure of discounts and offers is one of the main reasons that people engage with brands through social.
UK internet users made 2.7bn visits to search engines in December 2012, an increase of 400m visits compared to December 2011.
This represents a 17% increase year-on-year, and confirms that it was a particularly strong Christmas period for search.
Interestingly, the data from Experian Hitwise also shows that Google’s market share dropped below 90% for the second month in a row to 88%; its lowest point for five years.
Christmas might seem like a distant memory now, but as we've seen from the recent troubles at Comet, HMV and Blockbuster, having a good Christmas can be the difference between success and failure for a retailer.
But what's coming to light from our search data is how Christmas Day itself is becoming critically important for online retailers.
We have seen a steady growth in e-retail on Christmas Day and Boxing Day over the last five years or so, and now with the proliferation of tablets and other smart devices we’re seeing the growth increase even further.
A new survey from Econsultancy highlights the growing importance of mobile for holiday shoppers, with 26% using their phones to compare prices and check reviews when in bricks and mortar stores.
Topics covered include the use of mobile, shipping issues and the further shift to online shopping.
Here are some key stats from the survey...
Christmas proved to be expensive for UK retail paid search marketers, as average CPCs increased by a third (30%) peaking at around £0.35.
According to a new report from Kenshoo, the rise was partly fuelled by a 27% increase in ad budgets compared to 2011.
There were predictable spikes in search spend at the beginning of December as retailers tried to cash in on the consumer rush to buy gifts in time for Christmas.
On Sunday, The Independent published an investigation into the great 'online delivery scandal' which looked at the 'hundreds of thousands' of people who received less than satisfactory service in the run up to Christmas.
It was accompanied by an editorial which uses the findings to disparage online retail.
As an advocate of ecommerce, my gut reaction is to object to this, but it's clear that 'the last mile' is an issue for retailers, and for consumer confidence in online retail.
So what can retailers do to combat these problems? I asked several ecommerce experts for their views...