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As a marketer will you choose to industrialise or to make art?
Will you choose to appeal to the maximum amount of people as possible via the safest of methods or will you appeal to those on the fringes? The people who may not immediately drive huge traffic or revenue for you but will make your business stronger in the long-term.
This is a question posited by author Seth Godin, who delivered a keynote speech at C3 in New York last week.
Here are Seth Godin’s thoughts on ‘the fork in the road’ and the decision on which direction you may want to take.
How many three to four year olds own a tablet?
Read on to find out, along with other stats on party political conference buzz, digital ad spend, B2B procurement habits and much more.
For more online marketing statistical insight, download the Econsultancy Internet Statistics Compendium.
Ongoing profit from a customer’s lifetime value is generally much higher than any one single transaction.
If you do this, you’ll also find that it’s much cheaper to retain a loyal customer than it is to constantly acquire new ones. 82% of companies asked in our Cross Channel Marketing report agree that customer retention is cheaper than acquisition.
Customer retention is a must for any business where its goals are for long-term success. Here are some of the ways that you can achieve this.
Consumer concern about data privacy has shifted over the past decade.
More than ten years ago, consumers were concerned when companies such as Amazon analyzed their data to provide them with a recommended list of products they may be interested in based on their purchase habits.
Fast forwarding to today, many consumers now expect companies to mine their data through the use of analytics to provide them with relevant offers and products to improve their shopping experience.
Yet, recent data breaches have placed a spotlight on data privacy once again, moving the topic of consumer personalization versus privacy back to the forefront of the marketing conversation.
This year’s Google I/O conference, held weeks after Apple’s WWDC, showed the world that Google really is taking over every aspect of our lives, and challenging its fiercest rivals.
As Android users have increased from 530m last year to more than 1bn this year, Google announced its ‘biggest ever overhaul’ with a completely new set of Android products.
Read on for my top five developments (plus a dose of healthy rivalry)...
Online shopping has become so much more than simply a place to buy.
Ecommerce websites are now places to curate brands and promote customer interaction and editorial content is a key tool to ensure consistent engagement for continued sales and results.
Here’s an overview of how you can use content to help increase conversion rates.
Agile email creative is the formatting of images not before send, or at send (with automated or dynamic content) but at the moment the customer opens or re-opens an email.
This allows one to change pictures in an email depending on a host of variables, on their own or combined, in a rules-based system.
A lot of what this agile creative can achieve boils down to improving the user journey when they open an email. So, for example, an image can present latest availability of a product, so that when the customer clicks through from a product image, she isn’t surprised by lack of stock and doesn’t subsequently distrust brand comms.
I’ve previously talked to Movable Ink, a specialist in simplified email build and agile email creative (see this post for an overview and some great comments). Recently I also spoke to Matt Hayes of Kickdynamic, another agile email specialist.
We discussed the possibilities of the technology and how, although not a complex premise, agile email is enlivening the channel whilst increasing conversion rates from email marketing.
In this post I thought I’d detail some more examples of agile email creative and discuss what benefits they hold.
As technology has advanced, so has the online marketer’s ability to shape website utility and brand perceptions.
Product recommendation engines were the first real move away from a one size fits-all website, but it wasn’t until the introduction of A/B testing that ecommerce professionals started to look at personalisation as more than just algorithmic product curation.
Ecommerce is graduating into a new phase of personalisation where customer segmentation capabilities and the ability to serve targeted content in real-time are a viable reality for most online businesses.
The bricks-and-mortar store is no longer the only place the customer can see the personal face of the business as personalisation bridges the gap between the clicks and the bricks.
This guide aims to identify some effective personalisation tactics that ecommerce businesses can implement to improve the customer experience and drive conversions.
On Monday 12th May at our Marketing Automation Forum, the last session of the day involved all tables (each a mix of job roles from many different sectors) battling it out in our website segmentation/personalisation game.
By this time the audience was already warmed up by some great sessions including one from Econsultancy’s very own Heather Hopkins on “The changing market place - marketing automation means more than just email”.
Predictive analytics has been around for a while, as has machine learning, but it's only now with the profusion of cloud-based software in marketing that this form of data analysis has started to take off.
AgilOne is a US company, launched 2012, now branching into the UK, that provides predictive analytics software. I spoke to CMO Dominique Levin to find out more about this technology.
Is it powerful enough to make one-to-one marketing a possibility and not a fallacy?
The play Privacy has just opened at London's Donmar Warehouse and it is a must-see for those involved in data, analytics and personalisation.
This excellent play explores the issues of privacy and surveillance in the post-Snowden era. The play starts with the writer seeing his therapist, exploring his unwillingness to share.
The writer then commits to share online after being pressed by his Director and from this premise we explore the issues of privacy and security and secrecy.
Last week I moderated the roundtables at our Digital Cream London event on personalisation and I wanted to share some of the themes and takeaways from these sessions.
Personalisation is certainly on the radar. It was named this year’s top digital priority by B2C marketers in our Quarterly Digital Intelligence Briefing published in January.
But this is a nut we have not yet cracked. Whilst it’s an exciting opportunity, it is also a long-term priority.
Marketers expect personalisation to be the third most exciting opportunity in five years time (after customer experience and multichannel campaign management).