All posts by Expert commentator

This is a post we've invited from a digital marketing specialist who has agreed to share their expertise, opinions and case studies. Their details are given at the end of the article.

Key Findings from a survey of 500 European fashion retailers

Retailers are undoubtedly enthusiastic about innovation, with more than half viewing it as a priority for their business. But when it comes to actually delivering innovation, retailers face a variety of challenges. To find out how retailers are approaching innovation in 2017 and beyond, we surveyed 500 retailers from across Europe. Here, in a summary of our full report, we share five key findings.

9 in 10 retailers take innovation seriously

Almost all retailers surveyed recognise the value of innovation, highlighting the growing importance of innovating in order to stay ahead in an increasingly competitive market. UK retailers in particular, place great emphasis on innovation, with 76% of respondents saying that it is a priority for their business.

A lack of time is the #1 barrier to innovation

Fashion retailers cite several barriers to…

How and Where to Add Chat To Your Website

I’ll start with a simple question: Are you actively interacting with visitors to your store? If you own a physical store, your answer is probably ‘Yes’. But if you operate a virtual storefront - a website - and you’re answering ‘No’ to this question, you’re leaving a lot of visitor questions unanswered. And since people who don’t get their questions answered are less confident and engaged shoppers, they’re more likely to leave your website. And too many bailouts will kill your conversion rate. Picture yourself in shopping mode: even if you know exactly what you want, and from which stores you’d consider buying it, you usually have at least one lingering question. For example, if you’re shopping for shoes online, you might not be sure if the website you’re visiting offers black suede shoes in your size. Or you might wonder if they…

A how-to guide for campaign reporting with examples

One of the most important (but often overlooked) aspects of digital marketing is setting up your analytics properly. It’s a little bit technical but easy to do once you understand a few simple steps and see why it’s so important. Being able to track where your visitors are coming from is a valuable opportunity to improve your engagement and your ROI during the campaign. Additionally, when you benchmark your campaign performance you will be able to improve your campaigns in the future, and budget more effectively. It’s worth investing a little time in analytics! In this post, we’ll show you how to use Google Analytics to track visits to your website or landing page. This is the critical first step in being able to understand how your campaign is performing. …

What to avoid when looking for Ecommerce payment solutions

For most ecommerce retailers, payment gateways are seen as a necessary evil. Yes, they help you accept payments from your customers, but they’re not at the top of your list of organizations you like working with. They’ve developed a reputation of being sleazy, money-grubbing middlemen that take advantage of retailers, both big and small. Some modern payment gateways, like Stripe, Braintree, and Sezzle, are finding ways to create more value for retailers and they’ve developed good reputations because of that. But problems remain. And if payment gateways want to shake their negative image within the e-commerce community, these are the five things they should focus on improving first.

1. They’re too expensive.

Payment gateways have long been rebuked by retailers for their high processing costs. The average rate today is 2.9% + 30c per transaction for online, or card-not-present, transactions. These costs…

Make sure you avoid these costly ecommere mistakes at all costs

There are many ways to grow your ecommerce business. Similarly, there is a multitude of ways to kill it. If you have a well-designed site, good products, a smooth checkout process, and still aren't getting good conversions, you might be committing any of these below-mentioned mistakes that are fatal for all ecommerce businesses.

1. Not having a clear site navigational structure

Yes, it happens. Sadly, most of the ecommerce sites don’t pay much attention to their navigational structure. If your navigational structure is not clear, it will confuse your visitors, and they will feel lost. A good navigational structure will not provide a good user experience but will also help your customers find what they’re looking for quickly and easily. A poor navigational structure is one of the biggest conversion killers.

2. Neglecting product descriptions

One of the most common mistakes ecommerce sites make is the lack of…

How to use filters in Google Analytics to get more accurate data

In this article, we will explain how to receive more accurate data using filters. For a start, keep in mind that filters in GA are designed to help you customize the data seen/viewed in GA, according to the purpose of the report you need to create. You can Exclude data; Include data; Change data; Search & replace data; Set up an advanced filter.

First Things First: How to Add a Filter

Filters are added only within the “View” menu and here you can create many views if required. A view of the website is basically a copy of the GA data with different settings applied, e.g. you can set access rules, determine the goals for your website, etc. For further information about what the view is and how to add a view check out this material. Now, log into your GA account,…

Mobile is radically re-shaping the travel industry

The future of the travel industry is in customers’ hands — at their fingertips, to be exact. With a few apps, some swipes and clicks, and one-on-one conversations with big brands through social media, an entire travel experience will be planned and confirmed by the customer alone. That’s a complete transformation from how it used to be. Not too long ago, if someone got the itch to visit an exotic location — or his grandmother in another state/country — he would pick up the phone and dial a travel agent. The expert on the other end of the line would then go to work conducting research and collecting brochures. Fast-forward 10 years, and most travel agencies have closed shop, their agents succumbing to other lines of work. The world of travel has shifted…

Marketing Automation offers the key to effectively nurturing leads through the customer's journey

According to a research published by Smart Insights in 2016, 47% of businesses don't have a digital marketing strategy. The findings show that businesses have a big challenge structuring their digital marketing strategy and knowing where to start. So, how about we start by laying down some of the groundwork that you need to lay down in order to create and implement aworld-class digital marketing strategy. The strategy includes 4 key stages of the Smart Insights RACE framework - plus the initial Plan stage. Just in case you're not familiar with RACE, the stages are as follows:

1.    Plan:

This stage involves creating the overall strategy with SMART goals and measurable KPIs to run your digital marketing strategy.

2.    Reach:

Most customer’s journey’s begin through doing personal research instead of simply talking to a sales person. This means that providing content to feed this…

Examples of companies successfully using events to generate high-quality leads

Whether you’re organising events or attending them, face-to-face marketing can be one of the most powerful lead gen tools in your arsenal. Pair this up with a killer data capture campaign and you’ve got a recipe for success. We asked four companies to share their lead generation tips so you can follow their success.


According to Demand Metric, content marketing generates three times as many leads as traditional outbound marketing – but costs 62% less. An industry report, for example, is a particularly cost-effective way to capture leads and get eyes on your brand. Salesforce recruitment specialists Mason Frank International did just that at Dreamforce 2016, when the company unveiled its latest salary survey. “From a lead-gen standpoint we wanted to engage job candidates by supplying genuinely useful information on how much…

Marketing Automation works best when you are constantly innovating

You, yes you. You're that marketing manager that is using your automation platform to do all your basic tasks. But you're not using it for anything else. Why? I don't know. There are so many elements of marketing automation you could be using, I imagine you don't know where to start. So I'm going to tell you where to start.

Marketing automation isn't going to take your job anytime soon.

My favourite expression from the unaware marketer is "oh but marketing automation will put me out of a job". I can assure you, used correctly, it will not. However, if you continue to use a marketing automation platform like a brain, that is to say only use 10% of it, you could be out of a job for not producing the results you anticipated from your MA platform. It amazed me in the recent…

Get FREE marketing planning templates

Start your Digital Marketing Plan today with our free Basic membership.

  • FREE fast start guides to review your approach
  • FREE digital marketing plan templates
  • FREE alerts on the latest developments

Need help with your Digital Marketing?

Get more from your digital marketing with in-company or remote training and consultancy from Smart Insights

Get FREE marketing planning templates

Start your Digital Marketing Plan today with our free Basic membership.

  • FREE fast start guides to review your approach
  • FREE digital marketing plan templates
  • FREE alerts on the latest developments