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It’s well established that most consumers spend a huge amount of time considering an online purchase before parting with their money.
Many will consult up to 10 different sources, across a variety of devices over a period of between 20 and 30 days.
In fact, according to Google, more than 65% of its revenue comes from purchases that involve multiple touch points and 47% of revenue comes from purchases that span across several days.
Mobile, social and the Internet of Things are transforming the trajectory of the customer journey.
The straight shot from discovery to checkout no longer exists. Instead, it has been replaced by a zigzagging, interwoven path of touchpoints, screens and interactions.
In the classic late 80s film “Field of Dreams,” Kevin Costner is inspired to turn his cornfield into a baseball field after hearing a mysterious voice whisper the famous line, “If you build it, he will come.”
Indeed, the ghost of Shoeless Joe Jackson soon shows up, followed closely by the Chicago Black Sox and half of the town.
Unfortunately, many marketers believe that if they only build an 'awesome' website, the customers will start pouring in. But what happens when visitors show up and, instead of playing ball and inviting all their friends, turn right around and leave?
Building a 'site of dreams' requires a whole lot more than a pretty hero image and scrollspy navigation. To truly capture and engage today’s consumers, brands must focus on creating an immersive, interactive user experience that spans channels and devices.
Here are three UX pitfalls causing your customers to abandon your site, and how to make them stay.
Consumers’ digital experiences, including banking, are becoming more and more visual. Within the retail banking sector much is still to be done.
Most importantly banks should not judge Personal Finance Management (PFM) tools as isolated investments: rather a piece of the puzzle to build a great overall digital customer experience.
In this article I will talk about how PFM has developed within retail banking (from a customer perspective) over the years, how we see things evolving and what banks can learn from new players.
Content marketing is now a £1bn industry, so say the CMA.
But what exactly is it that marks a good content agency out from the growing crowds? Is it any more than being able to create something cool that cuts through the clutter?
The other day I was talking with some of my industry peers about how ‘content marketing’ has become a magnet for all kinds of different marketing outfits: PR, video production, digital, SEO and social media.
And yet, it’s the agencies with print publishing backgrounds that have found themselves at the forefront of content marketing.
Mobile marketing involves much more than big budgets and a mobile-optimised website.
In particular, as social and location intelligence technologies mature, integrating marketing data from these sources in to the mobile marketing mix becomes incredibly important.
As brands build the sophistication of their mobile marketing efforts, there are three things brands should focus on getting right.
In this Q&A, Brian gives us a preview of what to expect for his Integrated Marketing Week keynote, as well as insights into his writing/publishing process and where the future of marketing is headed.
Very few names carry global cache across a multitude of segments in digital and their overall digital transformation of business.
Our own CEO Ashley Friedlein and his latest work with the Modern Marketing Manifesto has worked tirelessly over the last decade to fit this mould.
Another pioneer, who recognized the significance of social and multi-channel convergence from the earliest stages is Brian Solis, Principal at Altimeter Group.
In the below Q&A, Brian and I chat about what to expect around his presentation, how data analytics and good design impacted the writing and delivery of his latest book: What's The Future of Business, and the latest trends in convergence and multichannel marketing.
For what feels like the last five years it has been predicted that "next year will be the year of mobile."
Well perhaps 2012 was finally that year in many aspects, and long live the multichannel shopper I say. So before I start seeing "2013 will be the year of the tablet", I'm hoping that 2013 will finally be the year of conversion optimisation.
To be more precise this is actually profit optimisation, but let’s not muddy the waters too much and just focus on the big C for now.
Here are the predictions from me and my team at PRWD for what 2013 has in store for the testing and optimisation industry. What do you think?
The greatest challenge for business brands seeking to drive customer value in today’s multichannel world is understanding.
Whilst consumer brands have historically taken a more forensic approach to mapping customer touch points, analysing behaviour and building personas in order to understand how, when and where people are engaging with them and where the opportunities lie, many of today’s business brands fail to explore customer needs closely enough.
The paradox? Data remains both one of the biggest opportunities and biggest headaches facing B2B marketers today. The sheer volume of data businesses have access to is seen by many as an obstacle.
How will we capture it? How will we measure it? What are the legalities? We can’t afford a failed organisation CRM effort!
With fast internet, reliable technology and a strong dollar, Australians are increasingly shopping online, a topic that continues to dominate the news; especially in the context of international e-commerce sites trumping local retailers.
However, recent data from a Commonwealth Bank study points towards an emerging shift of Australian stores starting to gain back market share from international competitors.
In this first US issue, the magazine tackles 20 important multi-channel topics, from big data and the challenges of the silo-less organization, to bringing innovation to the enterprise.
We're just getting warmed up for the JUMP event, happening November 1st in New York.
Multichannel strategy has been on the agenda for the past few years, it is not a new phenomenon.
Whether marketers have reached multichannel nirvana is up for debate, but we’ve no time for that now, we’ve moved on. 2012 is all about convergence.