Chart of the Day: How verticals differ in their email campaign performance.
Out of the top six sectors, who would rate their company's email campaigns performance as excellent?
The chart shows amazing growth from the print/publishing & media sector. To go from 40% effectiveness in 2014 to 73% in 2016 is astounding. This shows the importance of keeping up to date with current trends and getting the most out of your Email Service Provider (ESP).
At the other end of the spectrum are tech and telecoms. They are the only sector to be under the 56% average in 2016 for how it uses email. In fact, it has a 9% drop from 2014 to 2015.
It isn't surprising to find that those who don't have an email strategy or use email optimisation, end up having low-performance rates and poor Return on Investment (ROI) figures.
The king of…
While AdWords and Facebook both work on a PPC (pay-per-click) basis, that’s pretty much where the comparison ends.
If your business uses paid search, then you’re no doubt familiar with Google’s AdWords platform. But if you’re thinking about dabbling in Facebooks ads, then there are a few crucial differences that you should know about.
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Many advertisers make the mistake of seeing Facebook ads and AdWords in a binary, one-or-the-other sort of way, which is really a case of comparing apples and oranges; each platform has its own benefits and drawbacks, and if you exclude one of them from your marketing mix, then you’re missing out.
The targeting
The key difference between AdWords and Facebook is the way you…
Our summary of sessions from #Effweek: Using a more insight-driven approach for marketing
This week I attended the main session of the IPA-arranged #Effweek, which is aimed at sharing best practices on improving marketing effectiveness. In this article I'll cover the main themes, report on the new effectiveness research unveiled at the event and give examples from FMCG brands, financial services and telecoms of how effectiveness is managed.
The theme of the conference was how to use evidence-based decision-making in our marketing investments to improve value for our customers and business outcomes, particularly for media investments.
Now in its second year, the conference theme was closely linked to what we aim to support marketers in achieving through Smart Insights, i.e. harnessing marketing insight to make better decisions by moving from reporting to learning, which is nicely summarised by this Insight-driven marketing visual from the Marketing…
How UK retailers can stand out in the Black Friday American crowd
Black Friday is no longer a frenzy that only takes place in North America. British consumers have embraced the phenomenon with open arms, and sales topped a record £5.8 billion over the four days between Black Friday and Cyber Monday in 2016. This was an increase of 15% on 2015 numbers, and this year numbers are expected to be even bigger.
However, some retailers in the UK have not been as quick to capitalize on the shopping extravaganza, even as sales continue to grow year on year. This has been great news for US ecommerce giant Amazon. The conglomerate sold 7.4m items in the UK last year at the expense of British business and is expected to expand…
What challenges impact the ecommerce industry and how can you overcome them according to your customers?
With advancements in technology, the ecommerce industry has become an intensely competitive space.
As an ecommerce business, you are bound to face competition from not just industry giants but also from nascent brands that are coming up as we speak. As a result, you are in for a tough ride, especially when it comes to attracting and engaging buyers and reducing cart abandonment rates.
We interviewed 1,000 online consumers from the US and the UK on their buying habits and their experiences with the current ecommerce enterprises.
This allowed us to understand the challenges that ecommerce enterprises face and how you can build strategies and tactics to counter these challenges.
You can download the full VWO eCommerce Consumer Survey Report 2017.
This ecommerce report addresses different challenges including:
…
Chart of the day: Customers trust traditional channels more than digital channels
Customers indicated they trusted traditional channels such as TV, print, radio and outdoor ads, over digital channels such as search engines, sponsored blog posts and ads on mobile.
The research by MarketingSherpa found that digital channels were trusted less than traditional methods when compared.
Satisfied customers are more prepared to engage with a brands digital marketing campaigns
The research also found that satisfied customers engage more with digital channels, they skip fewer pre-roll ads. When compared to unsatisfied customers, they are also less likely to unfollow companies on social media.
What causes dissatisfaction?
The study also looked at what causes users become unsatisfied, finding that bad customer service is one of the biggest reasons.
Users expect to receive quality…
A case study showing how marketing helped this global retail brand move from struggling to surviving and prospering
Even the most successful brands occasionally face choppy waters. One wrong move, or more likely, a succession of poor moves as competitors 'up their game' can lead to decline. When this happens, not only is the brand's reputation threatened, but its bottom line as well.
The Tesco brand is synonymous with shopping in the UK. After questionable investment decisions and multiple scandals rocked the business in 2013 and 2014, the company began facing unprecedented quarterly losses. Consumer confidence in the brand plummeted and sales began to reflect that new reality.
Yet the commerce giant managed to turn things around and has been posting financial gains over the past year. How did it manage to do this? As it turns out, a lot of it had to do with improved marketing. Let's review one of the…
Major trends to inform your search marketing actions in 2018 according to James Murray of Bing
In a recent interview with digital marketing agency Impression, James Murray of Bing revealed insights into where Bing see the future of search marketing. This article will discuss each relevant interview and its key takeaways.
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Murray discussed a variety of topics from voice search marketing to how links may be decreasing in importance in the future.
Trend 1. Voice Search marketing
Murray discussed how “we’ve bent ourselves as users to conform to the way that search engines behave, resulting in a very robotic style of search”.
Marketers need to write content for this new set of queries, having the user’s voice in mind as the driving force for creation.
For example, writing in…
What is influencer marketing and how can it benefit your company?
Back in October, Onalytica published a white paper appropriately named ‘The Definitive Practical Guide to Influencer Relationship Management’. The white paper defines what influencer relationship management is and practically, how you can make it work.
Influencer marketing is often mistaken for what we refer to as influencer advertising; paying high-profile individuals with a large following for product placements and social media mentions. As the title of the white paper suggests, we view true influencer marketing as a relationship building exercise.
In this post, we’re going to take you through exactly what influencer marketing is and why every brand should be doing it. We’ve even got an infographic visually summarising all of the glorious information below.
Let’s elaborate - what is influencer marketing?
As we’ve already touched on briefly, the influencer industry is…
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09 Oct 2017
Frameworks for measuring social media effectiveness
I am fortunate in that I get to spend a lot of time with clients on a daily basis and my current portfolio includes 86 agencies. One increasingly frequent topic of discussion at meetings is measurement, ROI and social media in particular.
*For more guidance on social selling, check out our quick win, What is Social Selling and Why is it effective?, which includes detailed advice and activities on the B2B social selling platform LinkedIn. It will help you locate, connect and engage with mre if the right type of people and how to turn them into paying clients.*
Amongst clients across varying sectors I see a lot of focus on owned channels, and I believe the potential of big data enabled by social media is often underutilized. What’s more, with in-house teams growing their own capabilities, agencies will need…
