Our multi-device day from Smartphone to Desktop to Tablet
Technology dominates our lives night and day! Really - even when we're asleep, our mobile devices are monitoring some of us.
We thought we'd share this nice visual from comScore's recent research which summarises when we are using tablets, PCS and mobile phones. Find out more by downloading Comscore's whitepaper for insights into Today's Digital Consumer.
In media we have always talked about 'dayparting' to target audiences at different times of the day - this research emphasises the need to use mobile to target audiences. Desktop only will no longer cut it! Likewise, when creating digital experiences we need to ensure adaptive website designs that work in different contexts from smartphone to desktop to tablet.
Of course, the media use curves above are a simplification, as this insight from the Ofcom digital…
Real-world examples of techniques to boost sales for a startup
NeuroOn gets an attractive sales pitch.
Welcome to Round 4 of Smart Insights' Marketing Fight Club, where you get 2 different expert opinions on the simplest way to boost sales for a real startup. Watch the video below to get simple tweaks that you can apply to your business today to improve your value message and increase conversions.
After you watch the video don't forget to vote for the winner of this round in the comments below, and share your thoughts on the strategies discussed. We'd love to hear your feedback!
Stepping into the ring today we have...
Aaron Ross - Author of Predictable Revenue vs Pete Z - Email sales specialist at magnett.co
Aaron and I go head-to-head in this episode to boost sales for NeuroOn? a sleeping mask that measures and affects your quality…
A recommended wireframe and best practice examples for retail Product Details Pages
In part four of our review of best practices for different types of retail site pages we will cover the Product Details Page (PDP). Of course, the product page template is an essential page in the conversion path and when visits are aggregated across all product pages, this often represents the largest chunk of total views or 'footfall' when viewed in analytics.
Product details pages are accessed both as part of a wider online purchasing journey, for example browsing a category page and then navigating through to specific product, such as campaign or landing pages.
It’s therefore important to understand the different user needs as not everyone who visits a Product page will be ready to buy, so the page also needs to provide as much relevant and useful information as possible.
Sometimes large catalogue retailers use more than one template design because optimisation teams…
From SMART to SMARTER marketing objectives
When identifying specific marketing objectives to support your long-term goals, it is common practice to apply the widely used SMART mnemonic. You will know that SMART is used to assess the suitability of objectives set to drive different strategies or the improvement of the full range of business processes.
One of the main reasons that we called our site and service SMART Insights is because we wanted to help marketers succeed through using a more structured approach to planning to give more realistic targets they could be more confident of achieving. Using SMART objectives and then measuring them through properly customised analytics reports is a big part of how we hope to help too.
With SMART objectives documented in Plans linking objectives to strategies and KPIs everyone is sure exactly what the target is, progress towards it can be quickly and regularly reviewed, for example…
Working with your HiPPO
Data / analytics can be both liberating and restrictive but the one thing it will always do and do well is ensure we remain commercially focused. I was at a clients HQ’s for the first time 2 weeks ago and this quote summarises my belief about business and why being commercially minded is fundamental to success: “We need freedom to shape our future; we need profit to remain free”. This quote is the one thing that can unite teams if understood and even help with the subject of my blog post. I spent a lot of my junior marketing days in data analysis tools like Omniture & Google helping to craft my story of how me / my team were performing and to show our contribution to the business, it rarely went as I expected in the early days, but I learnt and learned fast, here are 5 ways I found to help me that I…
One third of businesses are planning to introduce a Digital Transformation programme and one third already have
Our Digital Marketing 2015 research which Dave Chaffey presented this week at TFM&A (see summary report and slidedecks) revealed many challenges for how digital marketing is run in companies today. Problems included lack of focus on integrated strategy, testing and optimisation and structural issues like teams working in silos or lack of skills in integrated communications.
To counter these types of problems and so make the most of the opportunities for growing a business though digital marketing, many businesses are now putting a digital transformation programme in place. The chart shows how many are active in transformation.
You can see that over one quarter (30%) of businesses already have a transformation programme in place, with many businesses looking to launch their digital transformation programme imminently. A significant proportion…
An interview with Bill Gerth plus a review of social media management tools
When we think of social media, we often imagine a Social Media Manager or Community Manager simply posting marketing content and engaging with their community.
However, our guide based on 22 end-user reviews and ratings across 23 different social media management software products shows many more applications. The table below shows how we’ve identified 3 key ways enterprises are leveraging social media: Social Customer Care, Social Listening and Social Media Marketing.
Most companies fit more than one use case. For example, some companies that manage a social customer care program use a second tool that specializes in social listening along with a customer care tool that provides engagement capabilities.
A review of essential features for newsletter software
Despite the flourishing technical capabilities of email marketing programs, a huge percentage of email marketers send emails and newsletters without making the most of the services on offer, thereby writing off a lot of potential. Whether it be a poor delivery rate, inconsistent newsletter display or insufficient tracking facilities, there is usually room for improvement. But how do we know which features are the most important?
These 10 features are not 'rocket science', nor do they require any specialist knowledge. But they are fundamentally important if your email newsletter campaign is to be successful. They should help you to differentiate between newsletter marketing providers, whether you are setting out or reviewing your current provider.
A customisable sender address
Content personalisation facilities
Recipient grouping and segmentation
Duplicate dispatch control
Automated lifecycle emails
Consistent display on mobile devices
Consistent display in all web and email clients
Comprehensive tracking options
A/B tests: establish the best…
Barriers to adoption of Marketing Automation and how overcome them
In research TFM&A (2014) identified that there were 5 main benefits to marketing automation: personalisation, campaign management, triggered emails, control and insight. But with such clear benefits why are more organisations not adopting the tools that can lead to greater business success? In this blog I’ll be explaining the key barriers to adoption of marketing automation and give an action plan for marketers who want to persuade their organisations to adopt an automated approach.
Who are the non-adopters?
The barriers to adoption of marketing automation vary greatly depending on the type of company, their needs and their previous investments. In research carried out by CommsBox we identified 4 key types of non-adopter. Although by no means exclusive, they give an in-depth insight into the difficulties that companies face when making major investments in change. You might recognise elements of your own organisation here:
LinkedIn launches Lead Accelerator for funnel nurturing
Importance: [rating=4] (For B2B Marketers looking to attract nurture leads through the sales funnel)
Recommended link: LinkedIn Launches new Lead Accelerator
LinkedIn are positioning this new programme as a way for marketers reaching business (B2B) audiences to attract quality visitors, to nurture them through the sales funnel, via targeted display and social ads across the web and LinkedIn.
It appears targeting is based on your visitors profile and what they're doing on your website (like retargeting), so the advert is relevant within the buying cycle and to the online behaviour of your visitor.
What Marketers need to know about Lead Accelerator?
1. It's available to subscribe to via a LinkedIn Sales person, on an annual or quarterly subscription.
2. Available only if you have a minimum of 20,000…