Chart of the day: How does device preference for online activity differ with generations?
Marketers are always raving about Millenials and how important it is, for their brand to reach and target this segment of the population, especially the youth-oriented companies. In fact, it’s deemed equally important to decipher the millennial category in comparison to other generations and come up with an integrated marketing strategy that targets different segments of the audience with unique approaches, best suited to their consumption habits.
It comes without a doubt that the invention of mobiles had given rise to the migration of online activities away from PCs, albeit slow and steady. Smartphones have only boosted that migration, making the switch from PCs to mobile-first much faster. However, that rate of migration only applies to a certain segment of the population, advocated by their age, to be more inclined towards adapting newer…
Learn how AWA digital helped Superfi increase conversions by a data-driven header test
Hifi retailer Superfi came to conversion rate optimisation (CRO) agency AWA digital wanting to increase the conversion rate from their ecommerce website. Using their tried-and-tested research framework (see figure below) AWA gathered quantitative and qualitative data, cross-referencing findings to form test ideas.
It became apparent early on that the website suffered from distracting links, leading people to non-sales funnel pages at key stages of the buying process and in the sitewide header.
How research feeds ongoing testing
Among the various research strands used for the project, heat mapping, Google Analytics and survey data stood out as offering some great insights for this test. As well as being able to…
Use these testing tools to help structure your experiments and boost your conversion rate
A/B tests allow you to run one or more different versions of a page which may include one or more of different features such as a call to action, a hero banner or other page elements compared to a control version. Multivariate testing enables you to test multiple elements at the same time. This requires more traffic and more time spent on set up, but gives the benefit of being able to isolate the impact of each element on conversion and average order value.
Improving leads or sales through driving more users down the conversion funnel is the primary goal of these tools. They simplify the process of running these tests, allowing control over the test variables (e.g. how much traffic is sent to the various test versions), provides…
Chart of the Day: 2 in 3 ad-blockers worry about how companies use their personal data
Data, and database marketing, allows to deliver targeted, personalized and relevant advertisements and communications in real-time dependant on where the user is in the buyer's journey.
Understanding their stage of intent is vital in order to deliver the right message - digital allows this process, and the user, to be tracked. Through data, explicit and implicit, we can continually change and optimize our ads in order to improve our communications and, in turn, increase our return on marketing investment.
Users are getting more and more concerned about the amount of data that is being captured, where it is stored and how it is being used. In the light of the Facebook-Cambridge Analytica scandal, users are rightly concerned about how much personal data is being stored online and who can access it for what reasons.
New research shows…
Chart of the day: Netflix is the best performing brand in terms of highest average number of comments from users on their posts and highest on post shares
Scandal or no scandal Facebook is still hugely important to brands and customers, with brands using Facebook pages for marketing and customer service. Based on the volume of shares, posts, interactions and engagement Facebook is still very important for brands.
Research by Indivigital using brands ranked highest by Interbrand, explored the top 100 brands and the posts made on their pages between March 2017 and March 2018. The report found a number of interesting things around who the most popular brands in Facebook are, but also which are the industries and categories most engaged with too.
As shown above, Netflix had the highest number of post comments in the analysis.
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Dave Chaffey talks with Grant LeBoff about how to correctly use Marketing Personas
Personas are a term that you often hear marketers discussing, but don't always completely understand. In this video, Dave Chaffey, our CEO and author of Digital Marketing, explains to Grant Leboff what personas are and how they can be useful when they have the details needed to show customer journey maps and content needs.
No headphones? - You can always read the transcript below instead.
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Grant Leboff: Dave, one of the things that I think people hear about in marketing and don't always completely understand what they…
Positive and negative PR campaigns can affect brand equity and identity - learn how to apply positive PR across touchpoints in the RACE customer lifecycle
It's a general marketing myth that without PR (positive or negative) consumers won't know who you are and how you can help - wrong. Although effective PR can be the make or break for smaller companies who want to get their name, vision and message out to the public, larger brands have build a brand identity that keeps them noticed regardless of ill-thought out publicity stunts and, sometimes, even the products they offer.
Brand equity refers to the customer's perception of a brand name or company rather than the multitude of products or services they provide. Brands that successfully create a strong online and offline brand equity includes: Apple, Google, Microsoft, Amazon, Netflix etc. You can instantly identify them, even if you don't know everything they offer.
However, solely…
An easy, visual guide to help you implement AMP for ecommerce to increase conversions
E-commerce is all about creating an amazing shopping experience online for the visitor with the intention of getting them to click, convert, and become a customer.
With changes in consumer shopping behaviors, online brands have had to adjust how they market to prospective customers, as well as the user experience, to ensure an enjoyable experience.
The largest change has come from the adoption of mobile technology.
There are more than 4.9 billion people globally utilizing smartphones, representing around 66% of the world’s population.
And as of January 2017, mobile phones accounted for 50% of internet traffic. That’s a 30% increase from last year alone.
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Chart of the Day: A shockingly low rate of personalization of the customer journey is revealed
The growth in use of mobile devices and increasingly complex customer journeys means that multichannel retailers need to deliver customer experiences that that integrate across customer journeys as consumers increasingly use multiple channels on the path to purchase.
Given the growing importance of omnichannel marketing, UX consultancy Practicology has teamed up with Google in a recent benchmark report, to review omnichannel experiences across Europe. Retailers are strongest in providing integration with store information, for example through store locators and also returns.
Integrating personalization across channels performs has the lowest score with using in-store technology also scoring relatively low.
Although this report focuses on retail, you can use our popular free multichannel marketing benchmark templates to review your performance across different digital marketing channels and customer experience.
Research source
Source: Download…
Improve audience understanding for more persuasive marketing campaigns in four steps
Gone are the days of randomly placing keywords and ranking for any term we liked. Today’s savvy marketer recognizes that in order to succeed in the Google search results, and more widely online, we need to forget old-school techniques of trying to appeal to the search giants and focus instead on our end user.
Customer personas are a powerful marketing tool which enables us to better articulate our audience’s needs and complexities in a usable manner. Here, I’ll explain how to create useful marketing personas to guide your marketing strategy.
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Back to basics: audience demographics
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