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.

Partnering with a supplier can save time and boost profits.

Ask any eCommerce retailer what is the number one concern they have and inventory will likely enter the equation. Fulfilling orders yourself is time-consuming and not always the cheapest option in the long run. Hiring employees to do it cuts into your profit margin. So what’s the solution? Dropshipping. If you haven’t heard about this rising trend in eCommerce order fulfillment, let this article be your guide to understanding dropshipping, how it makes you a better business owner, and what to expect in the coming months.

What Is Dropshipping?

Image: Oberlo Rather than you buying inventory, stocking it, then packaging and shipping it out every time an order comes in, dropshipping allows you to sell products that are housed by your manufacturer or a wholesaler. They store it until you sell it. And you don’t…

How can online marketers handle the new challenges with the help of one KPI – Customer Lifetime Value?

Marketers are facing a new era in online retail, combining both technology and customer-centricity. It might not be a new thing for most of you and yet a survey shows that most companies are in “digital denial”, not accepting that it is tools and technologies now to help marketers acquire and retain their customers. Important as it is, one-to-one personalization is a challenge as well, which Chloë Thomas indicates in her recent book. Why that matters in eCommerce? Customers are more demanding than ever. eCommerce is more competitive than ever. Marketing tools, channels and data flows are more overwhelming than ever. Online retail marketers today need to be present at the right time with the right message to the right prospect. So how can we address that? Let’s try an ACKNOWLEDGE – LEARN – ACT –…

Applying the RACE Framework to eCcommerce

The eCommerce sector is soon to be hit with one of the greatest opportunities of the year. Sales, brand awareness and loyal customers are all opportunities to address within this festive period. Last year, eCommerce Black Friday sales hit an estimated £4.3 bn in the UK. The growing popularity of Black Friday amongst shoppers opens opportunities for eCommerce businesses that do not usually use discounted offerings (to maintain customer perceived brand equity and quality) to get involved with the heightened retail buzz. Within this article, the RACE framework is introduced and applied within the context of Black Friday and the e-commerce sector. Breaking down your Black Friday marketing strategy will give your e-commerce marketing initiatives a concrete structure to thoroughly approach, identify, and meet your outlined Black Friday objectives.

The RACE Framework, Black Friday, and eCommerce

The RACE framework takes into account all aspects of the customer journey,…

A B2B case study showing how to create relevant, personal emails on a global scale.

Email marketing has undergone a transformation lately. The giants of online retail have set a precedent for sending relevant, timely email communications with content tailored to each customer on an individual basis. Now the rest of us must follow, meeting the high expectations to which online consumers have become accustomed. No longer is it enough to ‘batch and blast’ a single message to a contact list and hope that some will find it exciting….we must learn what each individual customer finds interesting and send them content to meet their requirements.  Email personalisation is undoubtedly here to stay. Improving personalisation as part of your email strategy however is not straightforward. It requires a significant increase in content production and an even greater amount of data.  Even for companies with simple business models and minimal product lines, the deployment of personalised email content can…

Flat Website Design: A Fad or the Web’s New Look?

Like the hottest fashion fads, website design trends come and go. The days when carousel sliders and sidebars ruled the Web are long gone. In the last few years, flat websites have taken over. The reason? Modern Internet users are savvier than their predecessors. They know how to navigate a webpage, so there’s no need to use shading and textures to guide their eyes. Flat designs also have faster load times and a clean, professional look. According to Bluehost, these sites offer perfect scalability for mobile devices. These attributes not only enhance UX but also improve a site’s PageRank. But is flat design a bottle-rocket fad that will burn out as fast as it took off? Or will it be the Web’s new wayfarer – a trend that remains popular through the decades…

How to achieve organisational excellence

Organizational excellence is desired by every business, but many business leaders are never able to determine how it is achieved. It has often been said that 'change is a constant in businesses', but it is particularly relevant today from a marketing point-of-view with the growth in digital transformation projects. There is no single shortcut to organizational excellence; you need to take a multi-channel approach to improving and optimizing business performance. At Performance pH, we have designed a methodology for achieving organizational excellence, which we refer to at the 10 Levers of Optimal Business Performance.

1. Strategic Direction

Building an effective organization begins with understanding your company’s purpose. Once that occurs you can more clearly defining your long-term goals. Next, objectives can be defined that help you move toward achieving your goals. These objectives can then be assigned to people within the organization so that a named person or team of people owns the…

10 tips to create an effective Cart Recovery Programme

According to research recently released by Britain’s Retail E-mpire, the UK will become the world’s leading ecommerce exporter, with online sales generated by UK retailers from international markets expected to soar sevenfold to £28bn by 2020. However, according to our latest research, on average 84% of people who visit a site abandon their purchase before checkout, costing retailers billions in lost sales. So what can we do about this problem? Well first of all – let’s switch it around and look at it as a fantastic opportunity rather than a problem. Opportunities are always easier to action than problems – right?

The Opportunity for retailers

So we now have a lot of potential buyers who in many case simply need a small nudge in order to complete the purchase and the good news is, that these abandoned sales are 10 times more likely to convert…

Bending The Budget: Adapting Your Marketing Budget To The Season

As marketing professionals, we’re beholden to the seasons – some times of year are simply better for sales than others. For this reason alone, it doesn’t make sense to evenly distribute your marketing budget across the year, but there are other relevant reasons you should be budgeting seasonally as well. When we pay attention to our target audience and the needs our products fulfill, we can make smarter decisions about marketing budget allocations.

Identifying Your Strategies

One thing you’ll need to take into consideration when breaking down your digital marketing budget each season will be the question of format. There are many different ways to build your digital presence, but they come with varied expenses. Search ads – the ads that appear on search engines when someone enters relevant terms – often take up about the same portion of the average digital marketing…

If your open and click rates are dropping, you'll need to re-think your strategy

You had the best intentions; you worked diligently to get those conversions and build your email marketing list; you vowed to run a quality campaign and build relationships with your prospects, turning them into happy customers. Somehow it all went wrong. Your analytics are telling you that only a small percentage of your emails are opened, that you have been marked as spam by many of those subscribers you worked so hard to get.

Crossing the Line

Somewhere along the way, you crossed the line and became a harassment rather than a value. And you didn’t even recognize that you had done it. Is it fatal? No. But as you recover from this, you will need to understand how it happened so you never make the same mistake again.

How to Recognize You Have Become a Spammer

Be honest with yourself.…

A guide to the marketing job market for those looking to enter it

In a few months a new wave of fresh-faced college grads will start applying for their first real job. Some may have had internships or summer jobs in the past but this is a whole different thing. This is where your real career starts and it is something to be extremely excited about. I mean you have technically worked your entire life to get to this point. What is not so exciting is that millennials like those college grads are having a tough time in the job market. Unemployment is at a steady 5% for the recent past. Wages are down 14% in a short ten-year time span and income inequality is rising. And do not even get me started on the explosion of college debt. Plus the older generation think that we are literally the worst and should have…

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