Simon Swan's interview with Andrew Nicholson, Founder of the-Guku showing how behavioural economics influences customer online purchases and growing demand for Data?
Andrew is the founder of the-Guku, a digital marketing consultancy specialising in behavioural economics and the relationship this plays in influencing customers through their online purchase patterns.
Guku combine #DigitalMarketing, #BehavioralEconomics & #Psychology know-how to understand your customers better than they understand themselves!
In my interview with Andrew, he lifts the lid on the growing demand for data on behavioural economics, real-life examples of companies already successfully using these techniques and Andrew’s personal journey of launching his very own consultancy…
Q. You seem to have uncovered an interesting niche in web psychology, can you summarise what this is all about?
Absolutely. As I progressed through my MSc, it became clear that there was a huge understanding of marketing technology, but a relative dearth…
Which SEO techniques will you be focusing on in 2015?
SEO, or Search Engine Optimization, is an ever-changing, what’s-the-latest, keep-up-or-get-out business; this we know. Every year (and every week) seems to bring world-rocking changes to Google algorithms, what’s 'in', and what’s 'out' in terms of best SEO practices.While the core SEO success factors shown below remain constant, changes to Google's algorithms and webspam filters will mean that we should always be pushing the boundaries by testing new techniques.
In this post I have picked five 'predictions' for SEO in 2015 that are not only already gaining momentum, but which I think will help online success.
1. Long-tail keyword searches will play an increasingly essential role in SEO.
Long-tail keywords offer the opportunity to give users content that is more specific based on their searches. Queries made by users are becoming much more accurate and focused. For example, what used…
Only 7% of businesses have an optimised effect
We know social media is here to stay, despite any backlash, but so too is traditional marketing. Omnichannel marketing is driving the need for Marketers to integrate digital marketing strategies rather than creating separate plans for different channels, and departments working in silos.
Our research with the TFM&A suggests progress as Marketers are move towards strategic integrated digital planning 'though only 1/4 of companies were satisfied with their level of integration across digital and traditional communications and 7% are full integrated and optimised.'
The chart certainly shows there is challenge which many businesses are trying to meet.
The most detrimental factor to 'integrated planning' is the lack of planning, as many companies have separate traditional marketing and digital marketing teams whom work independently when it…
An example of using GWT to track changes in keyword performance through time
Since the rise of 'not provided' keywords in Google Analytics, SEOs have had to rely on multiple data sources to track the progress of on-page content optimisation. But, as our own example shows, this can only be a good thing...
When Google announced encrypted search was to be the default for all Google users, it dealt a heavy blow to SEO – as most keywords from organic search would now appear as 'not provided' in Analytics.
This meant it was much more difficult to track the efficacy of on-page content optimisation. After all, if we didn't know which keywords were bringing users to a page, how were we supposed to know if our carefully keyworded content was doing its job?
Now the dust has settled, 'not provided' keywords stands at 87% of the total, according to …
Alternatives for managing marketing technology systems
This new, independent research from the IAB and Winterberry Group reveals that Marketers are still divided over which technology will solve their key challenges - how to gather, merge and manipulate cross-channel data.
'Marketers are on a journey to unlock the power of their data by unifying it across desktop, mobile, CRM, email, point-of-sale and more.
Their vision is to create a seamless experience for customers, but many brands are stuck in first gear because of the complex and difficult task of connecting massive amounts of fragmented data,'
Mike Sands, CEO, Signal.
In this report executive-level marketers and key experts mainly from North America, working in the advertising, marketing, media and technology industries gave their views and goals for cross-channel marketing, and how to extract the value of data along with the challenges of technology.
Which systems do marketers prefer?
There was no clear preference of 'Integrated (stack-approach)' which manages…
The Smart Insights summary of digital marketing developments
This year we'll be continuing our summary of the 'must-know' developments in digital marketing, so they're available to our members to scan as a quick summary each month. January was a quiet month for changes on the main platforms. The main development to be aware of from January is that Facebook changed it's newsfeed to filter out 'promotional posts'. In this summary, we look at developments across the 5 key areas of managing digital marketing each month.
Strategy and planning
In our State of Digital Marketing infographic we summarised the techniques that work best in digital marketing today based on our Managing Digital Marketing 2015 research to be presented at the TFM&A 2015 event on the 25th and 26th February.
State of B2B Digital Marketing in 2015…
Advanced Keyword Research using Search Engine Marketing funnels
Since search is the main source of new sales and leads for many businesses who get it right, the competitive landscape has become even more aggressive. Search terms, both organic and paid, are becoming increasingly difficult to target. This is due in large part to the following factors:
Paid search traffic is getting more expensive as an increasing number of companies compete to bid for top 3 positioning.
Organic search algorithms have evolved and become more difficult to 'game'. Companies can no longer expect heaps of organic traffic just because their SEO firm has built-out a sophisticated backlink profile.
Because traffic acquisition has become such a competitive (and costly) activity, web marketers will need to place more emphasis on converting the traffic they already have. Additionally, marketers will need to start intercepting potential customers earlier in the buying process if they want to remain competitive.
These two objectives…
10 Email Marketing Experts recommend where to focus
When we ask readers which are the most important digital marketing techniques today, email marketing is always in the top three and getting increased budget in many companies. So, learning the latest email marketing approaches is important given the degree of competition and importance of new mobile email marketing approaches today.
'Even though email competes with organic and paid search for ecommerce orders, it delivers the highest sales volumes than social media or display'
As part of our new Email Marketing Trends 2015: A Visual Guide report we interviewed Email Marketing Experts from around the globe who are successfully delivering email marketing for their clients' brands and they enlightened us to how they feel companies should be maximising their email campaigns this year.
Here's a summary of their insight into their forecasts for 10 trends in email marketing we identified this year:
Trend 1: Simple Email design to work…
Ideas to turn Email Unsubscribes into Email 'Opt-Ins'
EmailMonks have another useful infographic here exploring creative ways renowned brands are including unsubscribes in their emails and retaining their lists. In their words 'at a point, where our readers have decided to opt-out, the most we can do, is take a chance by giving them a reason to stay! The company’s unsubscribe landing page should clearly state this ‘reason to stay’!
Their Infographic provides best practices, how to avoid known pitfalls and creative ways of managing this. Do you have a one click unsubscribe to save time or a preference centre. Take a look at how companies including Abercombie & Fitch and KissMetrics have become smarter at converting 'Opt-outs' to 'Opt-ins'.
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How are businesses investing in digital media
Which digital media give the best 'bang for your buck' is a question that we constantly ask as marketers. Which online marketing techniques give us the best cost-per-acquisition and drive the best volume as suggested by our Content Distribution Matrix which can also be used for a wider digital media effectiveness review and to prompt testing of new online media options.
How are businesses investing this year in digital media?
Our Managing Digital Marketing Research in association with TFM&A also sheds light on this by showing changes in how businesses will be allocating their digital media spend. The research has shown the ongoing importance of the core digital marketing channels with similar levels of effectiveness reported for 2014:
Email marketing was rated as highly or very effective by 51% of respondents followed by SEO (45%) and Adwords (34%). Organic use of social media wasn’t far behind with 33%, but…
