tag:econsultancy.com,2008:/topics/email-ecrm Latest Email & eCRM content from Econsultancy 2017-09-15T12:02:00+01:00 tag:econsultancy.com,2008:BlogPost/69425 2017-09-15T12:02:00+01:00 2017-09-15T12:02:00+01:00 10 remarkable digital marketing stats we’ve seen this week Nikki Gilliland <p>Get stuck in…</p> <h3>Live stream engagement is on the rise</h3> <p>According to <a href="http://blog.globalwebindex.net/chart-of-the-day/the-rise-of-live-streaming-2/" target="_blank">GlobalWebIndex</a>, the amount of users engaging with live streams on social media has increased nearly 10%.</p> <p>Now, 28% of internet users have watched a live stream on Facebook, Instagram or Twitter in the past month – up from 20% in Q3 2016. </p> <p><img src="https://assets.econsultancy.com/images/0008/8992/GlobalWebIndex.JPG" alt="" width="720" height="540"></p> <h3>Data usage increases while lack of transparency remains high</h3> <p>A <a href="http://media2.bazaarvoice.com/documents/more-data-more-Problems-ebook.pdf?utm_source=press%20release&amp;utm_medium=PR&amp;utm_campaign=Ad%20Age%20Research" target="_blank">new study</a> by Bazaarvoice and AdAge has revealed how digital marketers view the impact and credibility of data partnerships. </p> <p>Despite an increase in data usage, it found that there is still a lack of transparency, with both the sources and quality of the data being misunderstood and mistrusted by marketers.</p> <p>While 95% of the marketers surveyed said that they employ first- and third-party data in their media plans, 64% are unsure about the origins of their data sources. What’s more, one quarter of brand marketers do not know how often their data sources are refreshed. </p> <p>Lastly, three out of four marketers said they are not confident that their data is reaching in-market consumers, and just 23% of agency buyers are fully confident that their third-party data partners deliver against KPIs.</p> <h3>Only 17% of new leads are converted as sales &amp; marketing teams struggle to align</h3> <p>A new study by <a href="https://www.dnb.co.uk/marketing/media/state-of-sales-acceleration.html" target="_blank">Dun &amp; Bradstreet</a> has revealed that there is huge disconnect between sales and marketing teams, with just 17% of new leads being converted into revenue as a result. </p> <p>57% of marketers say that understanding their target audience is a big challenge, and 56% say that an inability to find relevant and complete data holds them back.</p> <p>Meanwhile, 24% of salespeople say they don’t have enough time to research potential customers, and 35% say they are under more pressure to provide value in a digitally-led business.</p> <p><img src="https://assets.econsultancy.com/images/0008/8991/Dun_and_Bradstreet.JPG" alt="" width="423" height="438"></p> <h3>72% of consumers turn to Amazon to research products</h3> <p>According to <a href="https://kenshoo.com/e-commerce-survey/" target="_blank">Kenshoo</a>, Amazon is playing an increasing role in shopping discovery, as 72% of people say they visit Amazon to research products online.</p> <p>26% of Amazon users also admit to checking for alternatives, background information, and prices on the site when they are thinking about making a potential purchase in a physical store. Meanwhile, 51% say they usually refer back to Amazon to find out additional product information or to compare prices – even if they’re happy with the offering on another retail site.</p> <p>Lastly, 9% say that they often share interesting products that they find on Amazon with friends, colleagues, and family.</p> <h3>Millennials spend more time watching time-shifted content than live TV</h3> <p><a href="https://www.cta.tech/News/Press-Releases/2017/August/Millennials-Now-Watch-More-Time-Shifted-Content-Th.aspx" target="_blank">CTA</a> (Consumer Technology Association) has revealed that millennials’ interest in live TV is dwindling, with this demographic dedicating more time to watching content after it’s already aired.</p> <p>Millennials are now dedicating 55% of their TV-watching activity to ‘time-shifted’ content – either on streaming sites or on-demand platforms – compared to 35% of people aged over 35. </p> <p>Additionally, millennials are more likely to try content recommended by predictive recommendations, with 79% saying they've watched shows that have been suggested for them.</p> <p><img src="https://assets.econsultancy.com/images/0008/8990/CTA.JPG" alt="" width="491" height="491"></p> <h3>Personalisation generates 50% higher email open rate</h3> <p>A new report by <a href="http://www.yeslifecyclemarketing.com/campaign/benchmarks/vwo-subject-line-benchmarks" target="_blank">Yes Lifecycle Marketing</a> has revealed that brands are failing to use personalisation in email subject lines, despite a proven increase in open rates.</p> <p>It found that messages with personalised subject lines generated a 58% higher click-to-open (CTO) rate than emails without. However, just 1.1% of all emails sent in Q2 2017 had personalisation based on name in the subject line, while 1.2% were personalised based on other factors like browser behaviour or purchase history. </p> <p>In contrast, it appears marketers are largely focusing efforts on welcome messages, with 69% sending this type of email.</p> <h3>82% of global marketers say that predictive marketing is essential</h3> <p>Forrester’s <a href="https://rocketfuel.com/tlp/" target="_blank">latest study</a> has found that the majority of global marketers believe predictive marketing is essential.</p> <p>66% of marketers in a survey said that their customer and marketing data comes from too many sources to make sense of it. Consequently, 82% said predictive marketing is essential to keep up with competitors in future.</p> <p>The survey also found that 86% of global marketers plan to increase the use of AI to drive marketing insights in the next 12 months, and 80% said they will use AI to deliver consistent, optimised, cross-device content.</p> <p><img src="https://assets.econsultancy.com/images/0008/8988/Forrester.JPG" alt="" width="318" height="570"></p> <h3>Half of millennials prefer sales outreach via social media</h3> <p>Research by <a href="https://getbambu.com/data-reports/q3-2017-how-to-optimize-for-social-selling/" target="_blank">Bambu</a> has revealed that millennials are keen to use social media to learn about new products and services, with 45% of this demographic more likely to prefer sales outreach via social than older generations.</p> <p>Bambu also found that 35% of people are more likely to buy from a sales representative who shares industry news and helpful content on social, and 22% say that this activity makes them more likely to follow that representative on social.</p> <p>Social selling is clearly more favourable than traditional methods such as cold-calling – just 9% of consumers say that the phone is their preferred way to hear from a company for the first time.</p> <p><img src="https://assets.econsultancy.com/images/0008/8987/Bambu.JPG" alt="" width="720" height="467"></p> <h3>81% of retailers anticipate a future as a media company</h3> <p>According to <a href="http://go.brightcove.com/marketing-future-of-retail" target="_blank">Brightcove</a>, an increasing number of brands are taking on traditional broadcasters by producing long-form, TV-style content. As a result, 81% of retailers say they anticipate transitioning into fully-fledged media companies in future.</p> <p>From a study of 200 retail businesses in the UK, France, and Germany, Brightcove found that 61% are already offering TV-style content services, and a further 33% have plans to do so within the next two years.</p> <p>There could be resistance from consumers, however, as Brightcove also found that 41% of consumers who have previously watched this kind of content say it is too ‘salesy’, while 30% say it is inauthentic.</p> <h3>Only 9% of people visit high-street travel agents</h3> <p>Finally, <a href="https://www.apadmi.com/travel-report-2017/" target="_blank">Apadmi</a> suggests that the high-street travel agent could be under threat, as just 9% of UK holidaymakers say they now visit travel agents in person to book their holiday. This comes from a survey of 1,000 people who have gone on holiday in the past 12 months.</p> <p>The study also revealed that just 4% of 18-24 year olds have visited their high street travel agents in recent times, while this rises to 18% for people over the age of 65.</p> <p>It’s not all gloom and doom for travel agents though. Apadmi also found that an increase in technology would attract consumers back to the high street, with 48% saying they would like to see travel agents invest in augmented reality and virtual reality so they can view destinations, hotels or transport in store.</p> tag:econsultancy.com,2008:BlogPost/69396 2017-09-11T02:00:00+01:00 2017-09-11T02:00:00+01:00 Three ways B2B marketers can drive more traffic to their sites Jeff Rajeck <p>All of these suggestions, though, are of little use if the B2B marketer suffers from low traffic volume to their site.</p> <p>To help out, B2B marketing specialist Anol Bhattacharya spoke about three ways in which B2B marketers could drive more traffic to their site at a recent Econsultancy Digital Intelligence Briefing in Singapore.</p> <p>His tips are summarized below, but first we'd like to invite all B2B marketers in the APAC region to attend <strong>Econsultancy's Masterclass in Lead Generation</strong>, led by Bhattacharya, on the <strong>19th and 20th of October in Singapore</strong>. You can find out more information and <a href="https://econsultancy.com/training/courses/masterclass-in-lead-generation-singapore/dates/3132/">book your spot here</a>.</p> <h3>1. Stop trying to figure out Google's algorithm</h3> <p>There is little doubt that organic search, especially from Google, is one of the best ways for B2B marketers to drive traffic to their site. To make this happen, though, marketers need to get their site to the top of the search engine result page as that is where most clicks occur.</p> <p><img src="https://assets.econsultancy.com/images/0008/8861/google.png" alt="" width="884" height="500"></p> <p>Because appearing high in the search rank is so important, though, marketers have long been scheming about how to 'game' Google's algorithm. Google, naturally, is aware of this and understands that if any old site can trick its search engine then Google users will have a bad experience and search elsewhere.</p> <p>As a result, Google does not offer much information about how to appear high in its results apart from the <a href="https://support.google.com/webmasters/answer/40349?hl=en">vague statement</a> "provide high-quality content on your pages, especially your homepage."</p> <p>Additionally, <strong>the search experience is now different for each user</strong>, so even if a marketer figured out how to appear the top of their own SERP, the search result may be different for the person sitting next to them.</p> <p><img src="https://assets.econsultancy.com/images/0008/8865/ec.jpg" alt="" width="800" height="533"></p> <p>So, Bhattacharya said that instead of trying to reverse engineer Google and find some sort of 'trick',<strong> B2B marketers should use a much more straightforward tactic - focus on finding keywords and key phrases</strong> which are: </p> <ol> <li>relevant to their business,</li> <li>have a reasonably sized search volume, and </li> <li>are in the 'long tail' of search queries. </li> </ol> <p>Then, once marketers have identified a few key terms, they should deliberately include these terms on the homepage and in other relevant content and endeavour to provide the best user experience for someone searching on the term.</p> <p>The difficult part of this tactic, though, is to find search terms which are used often enough to be useful and not too competitive. With some effort and practice, though, brands can rank at the top for organic search results which are relevant to the products and services they offer.</p> <p><img src="https://assets.econsultancy.com/images/0008/8862/b2b.png" alt="" width="800" height="462"></p> <h3>2. Pay attention to six key factors when executing an email campaign</h3> <p>Bhattacharya told attendees that email is another great way for B2B marketers to drive traffic, but that there are six key things that they should be keeping an eye on. </p> <p><strong>First,</strong> <strong>marketers need to maintain email database hygiene</strong>. What this means is that your email list should be regularly reviewed to ensure that you are sending emails to people who still care about your service. If one subscriber hasn't opened your email in a year, then get rid of them as they obviously are not interested in what you are sending.</p> <p><strong>Secondly, marketers also need to pay close attention to subject line</strong>. A well-crafted subject line will result in many more opens than a generic one. Research also indicates that using personalisation will improve open rates for most industries</p> <p><strong>Third,</strong> what you include in your email headings is also an important factor for improving open rates as most email clients include the first line of the email along with the subject line. Avoid out-of-context notices (e.g. "Click to view this email in your web browser") and <strong>try to give people an additional reason to open your email in the first few words.</strong></p> <p><strong>Fourth,</strong> timing of emails often is the difference between a successful campaign and one with low opens and clicks. <strong>Avoid sending email out-of-hours</strong> as mobile email clients allow for people to archive all commercial emails with a single click.  </p> <p>Also Bhattacharya suggested that marketers should avoid sending emails at the beginning, middle (lunch), and end of the day as well as on Monday and Friday.</p> <p><strong>Fifth</strong>, Bhattacharya also discussed a few best practices for body copy. <strong>One of the main mistakes marketers make is to try to include multiple subjects in one email.</strong>  Unless the email is intended to be a broad overview, say a company newsletter, keep to one, easily-digestible subject in the body.</p> <p><strong>Finally,</strong> B2B marketers should decide what they would like the email recipient to do and <strong>have a clear call-to-action (CTA).</strong> Along with having one subject in the body copy, marketers should aim to have a single CTA in the email. That way, your subscriber will not have to prioritise the actions and end up doing nothing at all.</p> <p><img src="https://assets.econsultancy.com/images/0008/8863/email.png" alt="" width="800" height="408"></p> <h3>3. Concentrate your display efforts on retargeting</h3> <p>To complete his overview of how B2B marketers should drive traffic, Bhattacharya asked a simple question: Who has clicked on a banner ad recently?</p> <p>Those who did put their hands up agreed that all of their clicks had one thing in common - <strong>the banners people had clicked on were part of a retargeting campaign.</strong></p> <p>For those unfamiliar with the term, retargeting simply means that the ad you see is very closely related to another activity you performed online recently. You may have searched for something, viewed a particular web page, or put an item in a virtual shopping cart and then didn't purchase it and then, as if by magic, you see the item again as you surf the web.</p> <p><img src="https://assets.econsultancy.com/images/0008/8864/retargeting.png" alt="" width="800" height="452"></p> <p>Bhattacharya told delegates that <strong>B2B marketers should use retargeting ads as they perform far better than other ads.</strong> The reason is that you will be able to advertise a specific product or aspect of a service which the viewer has already shown an interest in.  </p> <p>This can reduce your target market to a 'market of one' which allows you to give them a compelling reason to return to your site.</p> <h3>A word of thanks</h3> <p>Econsultancy would like to thank <a href="https://www.linkedin.com/in/anolbhattacharya/?ppe=1">Anol Bhattacharya</a>, CEO at GetIT Comms and B2B marketing specialist, for his presentation as well as the delegates who took time out of their busy schedules to attend.</p> <p>We hope to see you all at future Singapore Econsultancy events!</p> <p><img src="https://assets.econsultancy.com/images/0008/8472/4.jpg" alt=""></p> tag:econsultancy.com,2008:ConferenceEvent/900 2017-09-04T09:21:20+01:00 2017-09-04T09:21:20+01:00 Briefing: Marketing Trends, Challenges and Opportunities for 2018 <p>If you are going to start working on your marketing plan for 2018, you probably want to know what are the marketing trends, challenges and opportunities for next year. Professor Mark Ritson will be in Singapore on 13th October to share with you his predictions.</p> <p>Join Mark at this 1 hour briefing where he will highlight the key marketing trends, challenges and opportunities for 2018.</p> tag:econsultancy.com,2008:BlogPost/69366 2017-08-31T11:28:00+01:00 2017-08-31T11:28:00+01:00 Treatwell’s Head of CRM on personalisation, localisation and ROI Nikki Gilliland <p>Ahead of the event, I caught up with Robert to get an insight into Treatwell’s CRM strategy, as well as why an ultra-local approach is the key to its success. Here’s what he had to say.</p> <h4> <em>Econsultancy: </em>What is the main focus of your CRM strategy? How do you target customers?</h4> <p><em>Robert Simons:</em> Our focus is growth and retention of our active customer base. This breaks down into several areas across the customer lifecycle: activation, adoption, customer engagement and advocacy, through to reactivation and win-back.</p> <p>It’s hard to pin-point one of these areas as being our main focus – it’s the sum of all parts that equals the whole. </p> <p>As far as targeting goes, we use a variety of approaches, ranging from RFM segmentation (recency, frequency and monetary value), to demographic targeting – location in particular is an extremely important data point for us.</p> <p>We’ll also overlay behavioural data in our targeting, for example interaction through mobile, web, and app experiences. </p> <p>I think what’s most important here is having access to the underlying data, and for internal teams to be able to use it – that’s what’s been an essential part of our success to date. </p> <p><iframe src="https://www.youtube.com/embed/4sgGBCy1SJY?wmode=transparent" width="854" height="480"></iframe></p> <h4> <em>E: </em>What KPIs do you use to measure ROI?</h4> <p><em>RS:</em> We have a number of indicators that we use to evaluate ROI and other key objectives, but I think the important point to make is that while ROI is key, it only tells one part of the story. Depending on what your objective is (thinking about growth metrics), it may not be a relevant KPI at all.</p> <p>Whilst any marketer worth their salt can calculate an ROI, you’ve really got to look at the bigger picture.</p> <p>For example, adoption of your product is unlikely to have an immediate payback and so considering the longer-term customer behaviour is crucial to measuring success, which is where things like cohorts and customer lifetime value analysis become extremely powerful for marketers. </p> <h4> <em>E: </em>How do you use data to personalise targeting? Can you elaborate on the importance of personalisation for Treatwell in general?</h4> <p><em>RS: </em>Firstly, let's define what personalisation means – there’s a lot of discussion around this topic depending on who you speak to or what publication you read. It can be many different things to different marketers. </p> <p>For me, personalisation is enhancing the customer experience to a point where the communication, product, or service you’re providing not only speaks directly to that customer, but solves their problem or need. So, the question we often ask at Treatwell is “how does this solve or add value to the customer’s life?” When you’re confident that you can answer this question, you’re onto a winner as far as personalisation goes.</p> <p>We’ve been making a lot of progress in this area, which is translating into some impressive results. One example of personalisation we’ve rolled out recently is targeting customers who booked a Two Week Gel Manicure, sending them a timely, relevant reminder to have those gels removed two weeks later. </p> <p>I read some recent research which indicated only 62% of senior marketers are using any sort of personalisation – so it’s still a hugely underdeveloped area. It should be much closer to 100%. What’s most surprising about this statistic is that marketers don’t need a state-of-the-art CRM infrastructure to start the journey to personalisation. </p> <p><img src="https://assets.econsultancy.com/images/0008/8781/Treatwell_update.JPG" alt="" width="500" height="642"></p> <h4> <em>E: </em>How is Treatwell reacting to competition within the market, as well as salons that are starting to offer online bookings?</h4> <p><em>RS: </em>Our salons are our partners, so we want to do everything we can to help them succeed. We’re actually very happy for and encourage salons to take bookings on their own site, so much so that we even offer them free tools that they can use on their own site or Facebook page when they join Treatwell.</p> <p>This allows the salons and their stylists to focus on the job they do best – i.e. an amazing haircut or blow dry, whilst Treatwell takes the leg-work out of their online bookings. </p> <p>Taking a step back from salons and looking at the wider competitive market, there are a range of companies out there doing different and interesting things.</p> <p>We have a 500+ strong group of passionate Treatwellers who are inspired, innovating and disrupting the hair and beauty space each and every day. So I think we’re well-positioned in that regard.</p> <h4> <em>E:</em> Despite the large scale and growth of the company, Treatwell has described itself as having an 'ultra-local strategy' – what does this mean and how is it implemented?</h4> <p><em>RS:</em> When we talk ultra-local, we’re talking about connecting a customer in Manchester with their perfect salon in the Northern Quarter. Or, putting a Top Rated salon in Shoreditch in front of 10,000 customers across East London. </p> <p>When you think about this on a global scale, our approach is the same. A treatment that’s popular in downtown Milan is unlikely to be the same one that’s trending in Berlin.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Nails, nails, nails in the of Soho! <a href="https://twitter.com/hashtag/SalonSpotlight?src=hash">#SalonSpotlight</a> on <a href="https://twitter.com/KitsuneNails">@KitsuneNails</a> for their fun nail art &amp; serene interiors <a href="https://t.co/FTui5XIz7O">https://t.co/FTui5XIz7O</a> <a href="https://t.co/6Gy9zKXOys">pic.twitter.com/6Gy9zKXOys</a></p> — Treatwell (@Treatwelluk) <a href="https://twitter.com/Treatwelluk/status/847412370255224834">March 30, 2017</a> </blockquote> <p>So what an ultra-local strategy enables is understanding what’s unique about each market, and being able to act and respond on those insights with timely, relevant and compelling messages. That’s something we’re really focused on.</p> <h4> <em>E: </em>What’s next for Treatwell’s CRM?</h4> <p><em>RS: </em>You’ll have to come along to the Festival of Marketing to find out! I can’t reveal too much, but we’ve got a lot of exciting developments in the pipeline.</p> <p><em><strong>Treatwell will be speaking alongside many other brands at the Festival of Marketing on 4/5 Oct. <a href="http://www.festivalofmarketing.com/buy-a-ticket?utm_source=econsultancy&amp;utm_medium=blog&amp;utm_campaign=econblog/&amp;_ga=2.112120196.1490947592.1503389338-1689434032.1490087274" target="_blank">Buy your tickets now.</a></strong></em></p> tag:econsultancy.com,2008:BlogPost/69377 2017-08-29T09:19:00+01:00 2017-08-29T09:19:00+01:00 10 marvellous digital marketing stats we’ve seen this week Nikki Gilliland <p>In the meantime, let’s get down to business.</p> <h3>46% of consumers have used social media to ‘call out’ brands</h3> <p>A new report by <a href="https://sproutsocial.com/insights/data/q3-2017/" target="_blank">Sprout Social</a> has revealed that 81% of consumers think social media has increased accountability for brands, with 80% also saying that it helps to uncover unfair behaviour.</p> <p>75% of consumers also think social has increased power for consumers, while 65% also think that it helps to amplify issues. </p> <p>Consequently, 46% of consumers say they have used social media to hold brands to accountability, with millennials being particularly quick to do so. 56% of millennials have used social media to call out or complain about a brand compared to just 39% of other generations.</p> <p><img src="https://assets.econsultancy.com/images/0008/8551/Sprout_Social.JPG" alt="" width="650" height="416"></p> <h3>Ecommerce brands should send between 21-30 holiday-related emails</h3> <p><a href="https://www.klaviyo.com/blog/holiday-email-campaign" target="_blank">Klaviyo</a> has been researching the optimum amount of holiday-related marketing emails for ecommerce companies.</p> <p>Taking into account the average revenue generated by emails sent, it found that companies across industries including fashion, beauty and food saw the most success when sending in the range of 21-30 emails. Brands within this bracket saw an increase in revenue of up to 77 times compared to sending between 1-10 emails.</p> <p>The study also found that fashion brands tend to perform well when including a percentage of money off in the subject line, while beauty brands see an increase in conversion when they include a sense of urgency.</p> <h3>Educating internet users could help improve CRO </h3> <p>Research by <a href="http://content.digitalmediastream.co.uk/blog/transparency-could-be-key-to-conversion-rate-optimisation" target="_blank">Digital Media Stream</a> has found that levels of trust in digital marketing channels is often dependent on the user’s understanding of how that channel works.</p> <p>In a study of 2,000 regular internet users, it found users with a moderate or high comprehension of how cookies work to be nearly three times more likely to click on a retargeted advert than those with low or no comprehension.</p> <p>56% of high comprehension users said they’re comfortable with seeing adverts that are based on their browsing behaviour, while 17% of users with low comprehension said they can find it alarming to see adverts with high relevance.</p> <h3>65% of consumers are fed up with irrelevant communication</h3> <p>Conversant’s 2017 <a href="http://info.conversantmedia.eu/2017-holiday-retail-outlook-report" target="_blank">Holiday Retail Outlook Report</a> has revealed that 65% of consumers say they are sent too many irrelevant messages from brands.</p> <p>Most consumers want personalised communication, with 87% of those aged 25-34 saying they’d be more likely shop with a retailer if it offered personalised offers, and 60% of younger shoppers wanting these personalised offers on mobile.</p> <p>Mobile is also a preferred device for millennials, with 35% of millennials aged 18-24 apparently preferring to communicate with retailers via text message.</p> <h3>Email click-through rates fall in 2016</h3> <p>According to the latest email benchmarking report from the DMA, UK email <a href="https://www.emarketer.com/Article/UK-Emails-Seeing-Their-Clickthrough-Rates-Fall/1016392" target="_blank">click-through rates fell in 2016</a>. </p> <p>While there was an open-rate of 14.2% – a similar figure to 2015 – click-through rates dropped from 1.8% to 1.6%. What’s more, click-to-open rates declined from 13.3% to 11% on the previous year.</p> <p>It’s been suggested that this could be due to a lack of compelling content, as well as consumers only clicking-through for certain types of businesses, such as travel and utilities.</p> <h3>Consumers are switching utility suppliers in search of ethical brands</h3> <p>According to <a href="https://www.echo-ms.com/uploads/resources/retaining-customers-in-a-world-of-choice.pdf" target="_blank">Echo Managed Services</a>, more than one in 10 consumers say they are likely to switch to a service provider or utility supplier that is seen to be more ethical than the competition.</p> <p>When it comes to evaluating a provider, 12% of consumers say that corporate social responsibility is now the main issue they’d consider. </p> <p>16% also say they would switch providers if their current supplier became involved in a public scandal, such as one that exposed poor customer service.</p> <p>Naturally, price still has a huge bearing on brand loyalty. 61% of consumers say they would switch to avoid a price increase, while 36% would review their bills and providers due to stretched household budgets.</p> <h3>Two out of three luxury shoppers prefer to use mobile</h3> <p>A new report by <a href="http://go.contentsquare.com/luxury-report" target="_blank">Content Square</a> has revealed that luxury shoppers are increasingly browsing on mobile, with two out of three preferring to shop via their smartphone.</p> <p>The research also found that 13% of luxury site visitors view more than six product pages during their first visit alone, and reportedly spending 12 seconds on each product page.</p> <p><img src="https://assets.econsultancy.com/images/0008/8548/Luxury_shopping.JPG" alt="" width="780" height="314"></p> <h3>Brands that avoid or condemn Trump see boost in positive sentiment</h3> <p>Since Under Armour’s CEO Kevin Plank revealed that he is to leave Donald Trump’s manufacturing council, the brand’s sentiment score has stood at a positive 89.4%.</p> <p>This is according to Brandwatch, which has also been monitoring the sentiment score of other companies that walked out on the manufacturing council. Social media conversation relating to Intel has been similarly positive, currently standing at 88.6%. </p> <p>In contrast, President Trump’s sentiment has taken a hit on social media, with the most-used hashtag in relation to this topic being #ImpeachTrump, garnering over 33m impressions.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">I love our country &amp; company. I am stepping down from the council to focus on inspiring &amp; uniting through power of sport. - CEO Kevin Plank <a href="https://t.co/8YvndJMjj1">pic.twitter.com/8YvndJMjj1</a></p> — Under Armour (@UnderArmour) <a href="https://twitter.com/UnderArmour/status/897250195787964416">August 15, 2017</a> </blockquote> <h3>Average Facebook interaction rate for brands is 0.21%</h3> <p><a href="https://www.quintly.com/blog/2017/08/average-interaction-rate-facebook-industry-insights/" target="_blank">Quintly</a> has analysed the average Facebook interaction rate for a number of industries, helping brands to gauge how and to what extent their content is driving action.</p> <p>It found the average interaction rate on Facebook across all the industries analysed to be 0.21%. Electronics and Media saw the lowest average interaction rate with 0.20%, while Health &amp; Beauty and Food &amp; Drink saw the highest with 0.44%.</p> <p>Interaction rate was fairly low across the board, however Quintly also discovered that the smaller the Facebook page – the higher the interaction rates tends to be. </p> <p><img src="https://assets.econsultancy.com/images/0008/8549/Quintly.JPG" alt="" width="400" height="509"></p> <h3>More than 80% of young people access mainstream online news content </h3> <p><a href="http://www.comscore.com/Insights/Presentations-and-Whitepapers/2017/UKOM-Insights-18-24s-and-Traditional-News-Brands?utm_campaign=EMEA_GB_AUG2017_GDOTHR_UKOM_TRADITIONAL_NEWS&amp;utm_medium=email&amp;utm_source=comscore_elq_EMEA_GB_AUG2017_GDOTHR_UKOM_TRADITIONAL_NEWS&amp;elqTrackId=5d4d1c02802648ba90e788dd4ab4a9d8&amp;elq=e345f3e1824f42a6b726353d29f77b89&amp;elqaid=5768&amp;elqat=1&amp;elqCampaignId=3631" target="_blank">ComScore</a> has been looking at the significance of traditional news brands for young online consumers in the UK. Data shows that in June 2017, 94.5% of those aged 18-24 accessed content from either a major online daily news title, BBC News or Sky News online. Meanwhile, 89% accessed content from more than one. </p> <p>Looking at the top six online newspapers, 84% of 18-24s accessed news channels (where news is separate from other categories like entertainment or sport) during this period, with 33% viewing content from two or more titles. </p> <p>So, while this demographic is not buying traditional newspapers, this data shows that mainstream media still plays a huge role in bringing news content to young people.</p> tag:econsultancy.com,2008:TrainingDate/3243 2017-08-16T04:20:51+01:00 2017-08-16T04:20:51+01:00 Mastering Customer Experience (CX) Management in the Digital Age <p>This 1-day intensive course is designed to give you a holistic understanding of the mind of today’s customer and delivers highly effective strategies to attract and retain them. This new and highly relevant course gives you the edge you need to be successful in today’s complex business environment.</p> <p>Quite simply, without customers you don’t have a business. Winning customers today has a become a lot more complicated as people have changed the way they buy goods and services.</p> <p>Research indicates that typically 80% of your business comes from 20% of your loyal customers.</p> <p>But in today’s customer controlled world, earning loyalty is a real challenge.  This is because we are dealing with a very smart and discerning customer who is looking for immense value, has very high expectations and hyper researching everything.</p> <p>Yet, innovative and smart businesses have created customer experience formulas that work extremely well for them. Zappos, Disney, Airbnb, Virgin, Starbucks, Nordstrom, Hubspot among others continue to deliver amazing experiences and drive sales.</p> <p>This unique and insightful course teaches you how successful companies design and deliver amazing customer experiences. It gives you an insider view and highly effective tips and tricks to deliver amazing experiences at every brand touch point to win and retain your customers.</p> tag:econsultancy.com,2008:TrainingDate/3242 2017-08-16T04:05:45+01:00 2017-08-16T04:05:45+01:00 Proving Digital ROI <p>A one-day workshop which will demystify the concept of ROI (return on investment)  by instructing participants about the key metrics, calculation, and techniques for reporting marketing performance to management.</p> tag:econsultancy.com,2008:BlogPost/69261 2017-07-25T14:00:00+01:00 2017-07-25T14:00:00+01:00 How to use emoji to boost hotel marketing Tom Dibble <p>The trend seems to be less a war on words than an organic adaptation of our mobile, quick-scroll society.</p> <p>Some 92% of all internet users <a href="http://www.adweek.com/digital/report-92-of-online-consumers-use-emoji-infographic/" target="_blank">report</a> integrating emoji into everyday communication. When it comes to integrating emoji in marketing, however, the stakes are significantly higher.</p> <p>Major hospitality brands are leveraging tiny airplanes, palms and other colorful images to help their tweets pop and subject lines entice. Some industry players have taken it to the extreme. Aloft designed an <a href="http://www.alofthotelshub.com/news/aloft-hotels-launches-worlds-first-emoji-only-room-service-menu/" target="_blank">emoji-only room service menu</a>. The Priceline Group’s KAYAK brand recently introduced <a href="https://www.kayak.com/emoji" target="_blank">emoji-based search</a>. These examples, however, are more notable for their novelty than their utility.</p> <p>Numerous studies have shown the strategic use of emoji to increase engagement and open rates with push notifications. Exactly how much of a boost is a bit unclear. Some studies show a bump of around 5%, others note spikes of 95% or more.</p> <p>Maybe don’t take any one stat as gospel, but rather use the collection as a guidepost. The pattern seems to be that the integration of emoji holds true marketing potential.</p> <p>Think it’s time to work emoji into your hotel messaging strategy? Here are six things to consider:</p> <h3><strong>1. Keep an open mind</strong></h3> <p>Emoji in marketing is a relatively new phenomenon. There may be pushback from senior team members or brand managers. As with any other fresh tactic, the goal is to stand out. It’s OK to try new things.</p> <h3><strong>2. Don’t force it</strong></h3> <p>An emoji itself is literally a lesson in “less is more.”</p> <p>Keep it simple; a smile, an island, clapping hands. One of the best performing emoji for boosting email open rate is a simple heart.</p> <p>Some 58% of respondents to a recent <a href="https://today.yougov.com/news/2016/11/17/consumers-tired-of-emojis/" target="_blank">survey</a> said they felt brands are trying too hard when using emoji in advertising or corporate communications.</p> <p>Don’t overload your messages. There's no shortage of <a href="https://contently.com/strategist/2015/07/20/are-brands-taking-emojis-too-far/" target="_blank">bloated brand fails</a> to learn from.</p> <h3><strong>3. Stay on brand</strong></h3> <p>The basic tenants of marketing still apply. Clear and concise communication is the goal.</p> <p>Emoji can be a fun, light way to connect with travelers, but be sure to stay clear and relevant.</p> <p>Fortunately, there are a wealth of common travel-related emoji to experiment with, from snowflakes and sunshine, to planes, trains and automobiles.</p> <h3><strong>4. Don’t assume all users see the same thing</strong></h3> <p>Emoji render differently across devices and platforms. Something as straightforward as a grinning face looks different on Twitter than it does on Facebook, and different yet again on an Android platform verses Apple's iOS.</p> <p>In fact, <a href="https://emojipedia.org/hotel/" target="_blank">here's how different the hotel emoji can render</a>.</p> <p>To avoid being misinterpreted, consider sticking with standard, mainstream emoji.</p> <h3><strong>5. Be really, really sure you understand what your emoji represent</strong></h3> <p>While, indeed, sometimes a cigar is just a cigar, things can be ambiguous in the emoji realm.</p> <p>While the majority of travel-related emoji are pretty safe, there’s a great many fruit, vegetable and hand gesture emoji that hold suggestive meaning in pop culture well beyond their original intended use.</p> <p>Do your research, and avoid the use of emoji that may be misinterpreted, or worse, offend.</p> <h3><strong>6. Testing … one, two, three</strong></h3> <p>Keep perspective. Don’t expect an image to double your open rate on its own. Engagement is influenced by a huge range of factors including the timing, frequency, and relevance.</p> <p>Start slow. Sprinkle relevant emoji into tweets.</p> <p>Use A/B testing with email subject lines to see which emoji – if any – boost open rates. Most mainstream email marketing platforms make this simple to do. Test and retest.</p> <p>Note, at least one recent <a href="https://www.econsultancy.com/blog/69252-10-dazzling-digital-marketing-stats-from-this-week-2" target="_blank">study</a> cautions that consumers may now be showing signs of emoji fatigue. The key to success is to find what resonates with your particular audience. As always, marketing teams should lean on their trusted digital marketing partner to help guide them through their campaigns.</p> <p><em><strong>More on emoji and marketing:</strong></em></p> <ul> <li><a href="https://econsultancy.com/blog/66043-email-subject-lines-the-best-words-emojis-to-boost-open-rates/">Email subject lines: The best words and emojis to boost open rate</a></li> <li><a href="https://econsultancy.com/blog/68745-five-examples-of-brands-using-emojis-in-marketing-campaigns">Fives examples of brands using emojis in marketing campaigns</a></li> </ul> tag:econsultancy.com,2008:BlogPost/69241 2017-07-14T12:09:00+01:00 2017-07-14T12:09:00+01:00 Three reasons to admire Glossier: The best online beauty brand you've never heard of Charles Wade <p>The brainchild of reality TV semi-celebrity Emily Weiss, it is a spin-off from her popular blog ‘<a href="https://intothegloss.com/categories/the-top-shelf/">IntoTheGloss.com</a>’ (an editorial beauty site). Whilst Glossier’s trajectory from nowhere to darling of the cosmetics world has much to do with its sister site, the savvy CEO, and a tidal influencer strategy, it is in fact the fantastic customer journey – from online to on-skin – that keeps people coming back for more.  </p> <h3>Subjective Lines </h3> <p>This is a brand that knows its audience, nowhere is this more evident than email newsletters, which are often playful and quizzical, yet equally compelling.</p> <p>For example, on March 2016 a message was sent with the odd title “Re: Phase 2 Launch tomorrow”. Inside there was plain text, no images, and content – it appeared to be a professional exchange between the Head of Design and the Founder that had been mistakenly forwarded to customers.</p> <p>“Hey guys!” the former proclaims, “The new product pages and fonts go live in the AM. Watch out world, there’s a new serif in town.” Weiss fires back: “This is huge, guys. TOMORROW!!!” The ‘Unsubscribe’ option at the bottom revealed that it was indeed a mail-out. Essentially an exercise in ‘guerilla emarketing’, it gave the recipient the feeling that they were peeking behind the curtain, with tantalising language that generated anticipation. </p> <p>The brand has frequently returned to the theme of provocative subject lines, such as “ADULTS ONLY”, “whoops”, and “How to get Rich”. Sometimes the content is related – in the case of the latter it is about ‘rich moisturizer’ – whereas others are often more ambiguous. Another example from May 26 was titled “Are you leaving?”. Given the channel it had shades of an unsubscribe message, yet it was in fact about Glossier's travel pouch (for carrying items on the plane). It is borderline clickbait – but it works.</p> <p>Glossier has used GIFs; added instructional graphics to images; and even brought back an early 2000s favourite, downloadable ‘wallpapers’. What is remarkable is how the brand consistently finds new ways to excite its audience, belying the fact that the ecommerce store carries less than 30 products.</p> <h3>‘Sitegiest’</h3> <p>The inbox experience is extended unequivocally through to <a href="https://www.glossier.com/">the website</a>, which could act as a reference point in ecommerce. Although the templates that underpin the site are not revolutionary, the brand majors on strong imagery and equally compelling language, with quips such as “the best highlighter in the universe” expertly placed.</p> <p><img src="https://assets.econsultancy.com/images/0008/7482/glossier_homepage.png" alt="" width="750" height="404"></p> <p>A common theme with this brand is the sense that it knows its customer; this translates throughout the user experience (UX). For example, the arrow cursor has been replaced by a series of emoji-style icons that are different from one piece of content to the next, utterly pointless but equally glorious.</p> <p>The product pages are impressive. Not only is the inventory shot luxuriously – often on models who are in fact employees – there is a full description, replete with awards won and application guidelines. Towards the bottom of the page images are used to further describe an item. For example, the highlight properties of ‘Haloscope’ make-up are cleverly presented by a simple motion: the wearer moves her hand from side to side, whereupon it shimmers in the light.</p> <p><a href="https://www.glossier.com/products/haloscope"><img src="https://assets.econsultancy.com/images/0008/7483/haloscope_makeup.png" alt="" width="750" height="429"></a></p> <p>Glossier can also claim to have been consistently aware about how its products might look on different skin tones. Those items with more than one shade usually have multiple application guides featuring models with varying skin or lip colours. Another clever initiative is the ability to either add a single piece into the shopping bag or essentially subscribe by selecting ‘Deliver every’ one, two, or three months. Glossier has been brave with reviews too: a sample of the best and worst are positioned next to each other at the top of the section – all remaining responses are listed thereafter. (A customer can even sort results by date or highest / lowest rating.)</p> <p>The checkout is invitingly easy. Here too a neat touch, with a progress bar filling in front of the eyes to indicate how many more dollars are required to qualify for free shipping. Gamification of the purchase process is rarely a bad thing.</p> <p>However, the best is saved for mobile. Glossier has not bothered with an app, but, recognising the proliferation of smartphone usage amongst its audience, has designed an excellent m-commerce site. In fact, it basically is an app.</p> <p><img src="https://assets.econsultancy.com/images/0008/7484/glossier_mobile.png" alt="" width="280" height="498">  <img src="https://assets.econsultancy.com/images/0008/7485/glossier_mobile_2.png" alt="" width="280" height="498"></p> <p>For example, simple navigation is anchored to the bottom of the page, rather than <a href="https://econsultancy.com/blog/65511-hamburger-menus-for-mobile-navigation-do-they-work">via hamburger menu</a>. Product shots fit snuggly within an iPhone screen and automatically scroll, making life a little more convenient for the viewer. One slight error though might have been adding so many reviews to each page, forcing the user to scroll for quite some time before being shown related items.</p> <p>The checkout is – like its desktop counterpart – brilliant. As a further help, a promo box is presented as a prominent overlay, making it easy to enter the code.</p> <h3>Applying The Gloss</h3> <p>Whilst Glossier's comms and user experience are no doubt fantastic, it would be all in vain if the product was a letdown. Yet in many ways this is the strongest suit and ensures an exquisite end-to-end journey.</p> <p>First-off, the price-point is squarely in-line with the dominant player in the market, Sephora. For example, a $25 'Priming Moisturizer' is comparable to anything on its competitor’s site. Glossier definitely sits in the enticing ‘affordable, not cheap’ zone, thereby giving it enough of an aspirational quality, without costing “<a href="https://www.glossier.com/category/makeup">half a paycheck</a>”. Indeed, the Glossier <a href="https://www.glossier.com/products/glossier-sweatshirt">sweater</a> notwithstanding, no single item strays above the $40 mark.</p> <p>The product packaging is almost flawless. The typography is bold and robust, and the standalone ‘G’ logo has an almost gothic quality. Juxtaposed are the simple yet bright colour blocks, which look like a pantone – this is demonstrated ably in the <a href="https://www.glossier.com/products/cloud-paint">Cloud Paint</a>. The company has managed to produce an inventory that is feminine without being ‘girly’. Crucially, it is easy to imagine the items standing out inside a bathroom cabinet. </p> <p><img src="https://assets.econsultancy.com/images/0008/7486/Cloud_paint.png" alt="" width="700" height="470"></p> <p>This is essentially an online business (the exception being a Manhattan showroom), so parcel presentation is important, especially given that shipping, whilst free over $30, is otherwise not cheap and certainly slower than buying at a local shop.</p> <p>An order comes in a white box embossed with Glossier's single-letter logo. Under the lid there is are quotes like "Skin First. Make up second. Smile always.”, all conveying a personal touch. The merchandise is encased within a pink semi-transparent sleeve with bubble wrap. (Perfect for carrying on a flight with most products below the TSA liquid limit.)</p> <p>Inside might be stickers or notes, all to enhance the unboxing experience – again, a knowing nod to a distinctly millennial endeavor. Whilst sales and consumer feedback attest to the quality, should someone not like their purchase they can return it for free. However the brand urges you to give it someone else who might like it and still receive money back. Clearly, this is not altruistic, however it reaffirms a central pillar of thoughtfulness that runs across all customer touchpoints.</p> <h3>Finally...</h3> <p>There is much more to admire about the brand, such as its social media presence and ethics, yet it is these three aspects that stand-out. The path from email to enamel is considered, engaging, simple, and rewarding.</p> <p>And on July 12 Glossier <a href="https://intothegloss.com/2017/07/where-can-i-buy-glossier-canada-uk-france/?_ke=Y2hhcmxpZXdAYXNvcy5jb20%3D&amp;utm_campaign=canada&amp;utm_medium=email&amp;utm_source=glossier&amp;utm_content=canada_prelaunch_quebecnocountry_071217">announced</a> that it will start to ship internationally. The formula is a winning one, so expect to see Glossier soon.</p> tag:econsultancy.com,2008:BlogPost/69192 2017-06-28T02:00:00+01:00 2017-06-28T02:00:00+01:00 Email marketing must be mobile, automated & personalised to deliver ROI Jeff Rajeck <p>Here are three ways brands can capitalise by taking their email marketing to the next level.</p> <p><img src="https://assets.econsultancy.com/images/0008/6934/event1.jpg" alt="" width="800" height="533"></p> <h3>1) Focus on the mobile email experience</h3> <p>It's common knowledge by now that mobile has superseded the desktop for email opens.</p> <p>But what is surprising is that, according to <a href="https://litmus.com/blog/2016-email-client-market-share-infographic">Litmus' analysis of over 17 billion emails</a> is that mobile became more popular for opens than webmail and desktop in 2012 - and, in 2016, more opens happened on mobile than dekstop and webmail combined.</p> <p><strong><img src="https://assets.econsultancy.com/images/0008/6926/litmus.png" alt="" width="800" height="543"></strong></p> <p>Encouragingly, our Email Census indicated that most respondents have responded accordingly. Nearly three in four (73%) of brand marketers indicate that they are optimising emails for mobile devices (62% in Asia-Pacific).</p> <p>But when we asked about the extent of their strategy, nearly four in five (78%) said they only had a 'moderate' strategy at best for optimising email for different devices.</p> <p><img src="https://assets.econsultancy.com/images/0008/6927/1.png" alt="" width="755" height="551"></p> <p>Delegates were encouraged to consider other best practices to improve their mobile strategy above the competition including:</p> <ul> <li>Shorter subject lines</li> <li>Responsive landing pages</li> <li>Easy-to-tap calls to action</li> <li>Pre-header text for the most important information </li> </ul> <p><img src="https://assets.econsultancy.com/images/0008/6935/event2.jpg" alt="" width="800" height="533"> </p> <h3>2) Use more sophisticated email marketing automation</h3> <p>According to our survey, two in three (66%) marketers globally believe that marketing automation is one of the most important attributes of an email technology provider (Asia-Pacific 69%).</p> <p>When asked specifically what emails respondents were automating now, however, the most popular responses were the most basic email automations, including website subscription emails and automated responses to sign-ups.</p> <p><img src="https://assets.econsultancy.com/images/0008/6928/2.png" alt="" width="800" height="710"></p> <p>To take it to the next level, attendees were encouraged to become familiar with more sophisticated marketing automation and to experiment with new automated workflows.</p> <p>As an example, delegates were shown an <a href="http://www.adestra.com/products/data-driven-automation/">email flowchart from Adestra</a> which shows how a brand might retain a customer who had unsubscribed from their email list.</p> <p><em>(Click to enlarge)</em></p> <p><a href="https://assets.econsultancy.com/images/0008/7090/email_flow.jpg"><img src="https://assets.econsultancy.com/images/0008/7090/email_flow.jpg" alt="email flow automation" width="800"></a></p> <p>Simply becoming familiar with such workflows helps generate ideas which can dramatically improve email marketing performance.</p> <h3>3) Implement email personalisation (beyond just name)</h3> <p>A <a href="https://blogs.oracle.com/marketingcloud/personalize-email">report by Oracle Eloqua</a> confirmed, unsurprisingly, that personalising an email subject line with the receiver's name results in more opens than one with no personalisation,</p> <p>The report also found, though, that <strong>using a data point in addition to the receiver's name virtually doubles the likelihood that they will open the email.</strong></p> <p><strong><img src="https://assets.econsultancy.com/images/0008/6930/eloqua.png" alt="" width="674" height="836"></strong></p> <p>When asked whether they personalised email beyond just name, only one in three (33%) of marketers globally (21% in Asia-Pacific) indicated that they did so.</p> <p>While disappointing on one hand, it also indicates that there is a significant opportunity here for brands to distinguish themselves with personalisation.</p> <p>Some ideas presented to delegates of how brands could personalise email beyond just name included:</p> <ul> <li>Product recommendations based on a user profile</li> <li>Cart abandonment emails</li> <li>Recognition and special offers for key customers</li> <li>Birthday or other significant event emails</li> </ul> <p>More encouragingly, the survey also indicated that marketers are keen to do more email content personalisation. When asked what they would like to do better with email marketing, two in three (66%) stated 'better personalisation' (76% in Asia-Pacific).</p> <p>Additionally when asked to pick three areas of email marketing which they felt that they 'really need to focus on in 2017' the most popular answer (30%) was 'personalisation'.</p> <p><img src="https://assets.econsultancy.com/images/0008/6932/4.png" alt="" width="800" height="341"></p> <p>With enthusiasm at these levels, it's unlikely that this opportunity to outdo the competition will be around for long!</p> <h3>A word of thanks</h3> <p>Econsultancy would like to thank all of the subject matter experts who contributed on the way as well as the delegates who took time out of their busy schedules to attend.</p> <p>We hope to see you all at future Singapore Econsultancy events!</p> <p><img src="https://assets.econsultancy.com/images/0008/6936/event3.jpg" alt="" width="800" height="533"></p>