The four steps of personalization, and why you should care in the first place
Consumers decide very fast - in a matter of seconds - whether they like your email campaign. Provide something relevant, and you have a happy customer. Miss the target, however, and they instantly delete the email. The importance of personalization in an era of immediate gratification is crucial because consumers are bombarded with emails, almost all of which are off target. Personalisation - tailoring of messages to every person based on their unique tastes and preferences - promises to tackle this matter.
Done right, personalization elevates peoples' lives and promotes engagement by providing content that is tuned into and even anticipates the customer's needs. The benefits to the customer also translate into benefits for the retailer. Personalization can increase aggregate e-commerce revenues by 5% to 15% and boost the efficiency of marketing spend by 10% to 30%.
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Facebook messenger hasn’t been around for that long but it has definitely made an impression. With 1.2 billion active users, ⅙ of the global population is using this app!
Messaging apps have become extremely popular overtime, with a lot of the younger generation spending more time socialising through text messages, than face-to-face conversations. There are many different platforms, vying for users, in the messaging app ecosystem. In the battlefield of messaging apps, Facebook Messenger even leads Whatsapp for memberships, while WeChat is dominant in China, with over 90% using the app.
Even though geographic locations play a role in determining the popularity of messaging apps, the rise in usage of Facebook Messenger remains undeterred, with 1.2 billion active users that make ⅙ of the global population. 88% of online adults are a member of at least one of Facebook’s four main services: Facebook, Facebook Messenger,…
How to reach out and impress potential influencers for your brand
People who have the power to open up the doors of professional opportunities for you are the busiest people. Before they have their first cup of coffee, hundreds of email requests have already started pouring into their inbox.
Even if you don’t receive 1,000 emails a day like some of those busy bees, I bet you’re also dealing with the flood of information and to-do’s you have to take care of on a daily basis. In fact, the number of business emails sent and received per user per day totaled 120 emails per day in 2017, according to a report by the Radicati Group Inc. Now, what does this mean for you?
It’s not an easy task to stand out and make an impression amongst all of the buzz.
However,…
Chart of the Day: A gradual transition from desktop-first to mobile-first for EU5 ecommerce?
comScore has recently released their EU5 report - detailing the ecommerce trends and benchmarks in Germany, France, Italy, Spain and the United Kingdom.
Mobile reach vs. Desktop reach for selected products
In the first group we see that consumers are more likely to access retail sites across all product categories through a mobile device. In the second group, consumers are more likely to do so through a desktop device.
*"European countries divide in two groups: the mobilefirst group (by reach), which includes the UK and Spain, and the desktop-first (by reach) group which includes France and Germany. (Italy sits in the middle.)"
Top three retail sites, by % reach
Amazon is still dominating all ecommerce markets in the UE5.
Amazon's reach is 41% in Spain,…
All you need to know about the specifics of creation, inventory management, pricing and promotions of Magento bundle products from the certified Magento partner
Users commonly mistake a Magento 2 bundle product for its 'grouped' peer. This is hardly a surprise because the names “bundle” and “grouped” don’t tell much about the difference. Still, these two complex product types have their specifics in management and use cases. We have outlined the nature, configuration and proper use of different product types in our Magento product types overview. Now, it is time to focus on a bundle product. We will find out how to create a bundle product in Magento 2, manage it expertly and enhance the shopping experience of your customers.
Product managers mostly use the bundle product type, also called a build-your-own product, to sell electronics (for example, a smartphone with a charger, a USB cable and earphones). But let’s explore…
Review how link retargeting can help improve your reach and potential site visitors
As the new year gets into full swing, ecommerce businesses and entrepreneurs look to find the latest trends in order to keep up with the ever-evolving world of technology, and solve any challenges they as a business might face. One of the biggest challenges to date, is reaching new online customers, and fast. Targeting the right consumers, at the right time, can be tricky in an online world where consumers are bombarded with advertising that isn’t always relevant to them. While getting new customers to find your website is unfortunately not an exact science, one recent trend looks set to help businesses out in this regard, and it’s known as link retargeting.
What is link retargeting?
Those who have already delved into the world of online marketing will know that…
Chart of the day: Amazon has become, quite easily, the dominant player in voice purchasing with 90% of all spending, according to research by OC&C Strategy Consultants.
The research also showed what customers are using home voice assistants for, which is shown in the chart below. Over 6 in 10 (62%) consumers in the US who took part in this survey, have bought something at least once using their voice assistant.
Most customers who use voice assistant for purchasing have bought electronics, entertainment-related products or grocery products. Clothing and furniture might be quite difficult to purchase, due to sizes and styles, as these categories are less popular. From experience, it's easier to ask Alexa to add butter (including brand name) to your basket than "oak coffee table" especially when you might not know what the coffee table looks like.
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The EAST framework combines behavioural economics with other sciences and psychology to truly understand and influence behaviour change
Behavioural economics is nothing new in marketing, having been a fundamental industry discipline for the past few decades, but there's a new kid in town and it's behavioural economics, supercharged.
Behavioural Insights (BI) has long been a tool for Government departments to improve the design and implementation of public policy, with its umbrella spanning research into behavioural economics, sciences and psychology.
Its aim is to understand and influence behaviour change among citizens by:
Simplifying processes
Removing unnecessary steps
Making services more user-friendly
We think it translates perfectly into marketing too when improving and enhancing customer experience.
Nudge and learn – a winning approach
Much like in conversion rate optimisation (CRO), services are streamlined by testing subtle changes to the design, content, timings, and navigation of websites, letters, emails, forms and other methods of communication with citizens.
Something as simple as changing…
Chart of the Day: Which online marketing techniques are marketers most excited by this year?
In my article covering digital marketing trends for 2018 we asked readers of our blog to give their views on the digital marketing techniques which they felt would give them the biggest uplift in incremental revenue in 2018. So, I was interested to see this new Econsultancy-Adobe research which asks a similar question. These are the research results:
The common features of the responses to the two questions are the value of data-driven marketing. This also featured second in our poll. Content marketing is a popular technique in both, but this was a clear winner in our survey rather than customer experience in this research. This could be explained by a difference in respondents with more marketing communications focused respondents in the case of Smart Insights and more CX…
The voice search revolution is upon us. It’s time to optimize for today and future-proof for tomorrow
Whether or not you were ever skeptical about voice search since its introduction to Google browsers in 2012, you have to admit that it’s now definitely out of its nascent stages. Recent data from NPR and Edison Research shows that 16% of Americans now own a smart speaker. Leaving aside the fact that many people will own a single device together, that’s 40 million Americans with regular access to an in-home voice search device.
And on top of that, consider that all modern smartphones come fully equipped with a virtual assistant, be that Siri, Cortana, Alexa, Bixby, or the charmingly named Google Assistant. Pretty much everyone with access to a smartphone is capable of assistant-powered voice search, so while we might be waiting a while for the voice search tipping point (until 2022, …
