How does the digital maturity of your business compare?
Although digital marketing cannot be called new with the advent of the web now over 25 years old, this new research from Adobe shows that relatively few companies have mastered digital marketing. Only 19% of North American organizations and 7% of European organizations rate their digital maturity as “Advanced” when reviewing processes, data integration and technical skills.
Digital maturity definitions from the research shown in the figure are.
Advanced: Data mostly integrated, best practices generally followed, automation common, strong technical skills
Focused: Data and processes somewhat integrated, automation common, solid and expanding technical skills
Emergent: Basic data integration, some automation, growing technical capacity
Nonexistent: Limited data in silos, no automation, low technical capacity
This pattern of a low-level of maturity is similar to that we…
You could more than double your conversion rate of abandoned carts by following these email best practices.
A recent study by Barilliance of 200 ecommerce websites has discovered some rather interesting trends in the world of cart abandonment best practices. It shows that sending cart abandonment emails very soon after the cart is abandoned is actually more effective than sending it a day later.
It also revealed a big gap between the industry average of an 18% conversion rate for cart abandonment emails, and the best in the industry who achieve 40% conversion. If you could close that gap and join the ranks of the best in the industry you could be converting over double the amount of people who abandon their carts! Just think of the ROI possibilities of investing sufficiently to achieve that conversion rate.
For more insights on cart abandonment emails see the full infographic below:
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Get more from TV ads by optimising them for greater engagement
Online video advertising can be an expensive and time consuming investment, but what factors will increase engagement to avoid viewers from skipping the content or just plain ignoring it?
A study carried out by Hub Entertainment Research investigated what it takes to maintain engagement with online TV content, they surveyed 1206 participants who have broadband at home and watch five or more hours of online TV content every week.
The research used MaxDiff analysis, therefore the greater the number the larger the impact on engagement.
The research found that having a greater control of the ads, the ads being more relevant and targeted as well as being able to control the ad load could lead to increased engagement.
Earning points and getting promotional rewards for watching the ads led to increased engagement.
Ads should be more…
Are you making any of these 5 common Instagram marketing mistakes?
300 million active users! 1.2 billion likes per day! 1000+ comments per second! Who would have thought that the Facebook-owned app could drive such a massive amount of social media engagements within a short period of its inception!
Humans love visuals, and that has played a key role behind Instagram's huge popularity. Instagram unveiled itself to the world of social media in 2010, and since then it has become one of the fastest growing social channels with more than 300 million active user count.
Instagram's impressive growth rate has made many online marketers, entrepreneurs and social media influencers to realize the huge potential that it presents. As a result, more and more businesses today are taking the advantage of Instagram's extensive reach to engage their target audiences like never before.
Being a fairly new platform on the marketing scene, there are some rookie…
Proper use of well planned long tail keywords is key to SEO success
Long tail keywords are about more than squeezing that last bit of traffic from an overused search engine. They are the closest thing to reading minds outside of a comic book. A long tail keywords is any search of 4 words or more. Since they make up about 70% of all searches, it pays to learn how to use Google to read minds.
Other People’s Problems
Understanding the long tail keywords related to your business is the first step to getting a higher ranking on Google. Search engines are so popular because people want information for solving a problem. It doesn’t matter if it’s curing an illness, buying the right camera or learning to dance the polka. The stronger the need, the more specific the search. The more specific the search, the more likely action gets taken. We use search engines…
Qualitative analytics are the next frontier for cutting edge marketers
It is 2016, and things are not what they used to be. Taylor Swift and Tom Hiddleston broke up, Cristiano Ronaldo actually won something with his national team, and growth hacking has become something of an oxymoron.
Growth hacking, specifically app growth hacking, a term that used to describe doing things differently in order to give your app extra momentum for growth, has been chewed up, washed out and clichéd into oblivion. All the tactics, strategies and methods developers have been using have been thoroughly analyzed and reported, and nowadays – everyone’s using it.
Well, if everyone’s using it, it’s not really ‘hacking’ any more, is it? As if time stopped when we learned how to use social media, word of mouth, or paid-to-free campaigns all with the goal of increasing downloads for our apps. And that really is what the focus of…
On average only one-third of businesses have a process for funding tech innovation across the whole business
Our quarterly focus on digital transformation is soon to end, as we pivot to a new focus on eCommerce marketing. But whilst we're on the subject I thought it was important to highlight the lack of process in place for even larger businesses when funding technology innovation.
Technology innovation will be what brings in the customers of tomorrow. Those businesses who've used the latest tech to create the best products and the most seamless customer journeys will be the ones winning in the years ahead.
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Yet only a minority of businesses actually have a formal process in place across the business for funding technological innovation. The best performers were businesses with a turnover of over 250 million dollars, but even they had only a minority of 45% that were using formal processes established across the business. Smaller businesses…
Our interview with Jim Conning, the head of Data Services at Royal Mail
I spoke to Jim Conning, Managing Director of Data Services at Royal Mail about how marketers need to master the use of customer data to deliver the right message at the right time
Q. Personalised messaging based around customer’s life events is a great way to cut through the noise and reach customers in a way that is meaningful to them. Can you give some idea of what capabilities marketers need in place to be able to achieve this kind of messaging?
First and foremost, marketers need to understand the value of their customers’ life events, and what life events are relevant for your business and products. For example, moving home represents a major opportunity for the utilities providers because around 65% of consumers switch…
The new Facebook marketplace will give online classifieds a social twist.
Importance: [rating=3] (For eCommerce businesses)
Recommended Source: Facebook Newsroom
E-marketplaces like eBay, Craigslist, Gumtree and Amazon marketplace are often big drivers of revenue for e-commerce businesses. Many find that although they also sell on their own site, big chunks of sales come from those external platforms which haves successfully amassed huge user bases.
As a social network, Facebook's decision to launch its own e-marketplace seems slightly strange at first glance. But there is a strong justification for the move. With over 1 billion active monthly users and 450 million users already using Facebook groups to buy and sell goods, Facebook already has the kind of large user base required to establish a successful platform for buying and selling.
The marketplace Facebook have designed is built in much the same way as the rest of the social…
New research shows most businesses now have digital strategies, but many are developed only within 'silos' and not implemented company-wide.
We poll our members every year asking about their digital plans. Our 2016 research into managing digital marketing found 47% of businesses are doing digital marketing without any kind of digital marketing strategy. It's interesting to see how this compares to digital strategies more broadly in larger organisations.
Harvey Nash and KPMG surveyed over 3,300 Cheif Information Officers and Technology Leaders about IT management, in the largest survey of its kind in the world. Their findings related to digital strategy make for interesting reading, and corroborate closely with the results of our survey into digital marketing strategies. 42% of businesses surveyed by Harvey Nash and KPMG didn't have a digital strategy in place at all in 2016, similar to the 47% we found without a digital marketing strategy this year.
Interestingly, many of…
