Chart of the Day: Just 30% of marketers have completed a full audit of their data-collecting methods
Data protection is hardly brand new, but new EU law and news of data breaches from the social media giants Facebook meant that everyone and their grandmother (who you have to generously keep showing how to check her emails) know about GDPR.
How companies gather, store, and handle their customer’s data has never been under more scrutiny. Naturally, marketers across the globe have followed suit and completed full audits of the technology and communication channels they use to collect their customers’ data. Right?
Well, research from CMO Council tells us that 30% of them have. Big gold star to them because it’s extremely likely that a review of your current methods will yield possible improvements for how your company handles data.
You won’t necessarily find…
Introduction
Technological changes are one of the leading advocators to shape customer value. They are characterized by a process of social technological variations, rooted in different disciplines e.g., economics, sociology, and psychology.
It implies that the competitive advantage is increasingly shaped by the management of the polysemic nature of the customer value. This crossroads of understanding drives how shoppers use various channels (offline, online, and mobile) across temporal stages (pre-purchase, purchase and post-purchase.
In this holistic playfield, we are attempting to simplify this discipline by seizing a definite space of instruments of measurement.
As such, “digital factory” can be simplified by structuring meta-themes, articulating a “software of the mind” for digital practitioners. This is an expression coined by a Dutch Management Professor Geert Hofstedewish, designed in the context of culture, to provide a guide for humans on how to think and behave.
Metathemes are researched and practitioner theoretical factors assembled and organized vertically and horizontally…
AWA digital helped Xero Shoes increase conversions and reduce return rates by split-testing sizing guide copy
Minimalist footwear company Xero Shoes came to conversion rate optimisation (CRO) agency AWA digital wanting to increase the conversion rate from their e-commerce website, which was already performing well. Using a data-driven CRO methodology that has evolved over 9 years (see figure below), AWA analysed over a million data points, cross-referencing findings to form test ideas.
Through surveys, live usability testing, and quantitative data analysis, it became clear that one of the main concerns for users was finding the correct shoe size.
While sizing is a common concern with apparel and shoe companies, Xero Shoes presented a unique opportunity as their sizing process had to accommodate the innovative minimalist footwear designs…
Social media strategy and planning essentials
It’s important to know what other organisations in your market are doing on social media, to give you context for the current role social plays in customer communication. The aim of competitor analysis is to learn from the state of play and identify strategic opportunities.
Please note that I also advocate researching the wider market to learn what works from brands that have a respected social presence. They may not be directly relevant to you in terms of content or product, but the techniques and social platform tools they use to engage customers should provide useful insight.
This article looks at the types of competitor analysis you can and should be doing to help inform your social media strategy.
1. Audit scope of competitor activity
Your goal is to build a clear picture of how other organisations are currently using social media. This needs someone to spend time on…
Compilation of abandonment rates and follow-up email conversion rates in retail, fashion, travel, finance and not-for profit
We recommend retargeting as an essential activity in our RACE framework customer lifecycle activities. That's because it can help boost both conversion to lead and conversion to sale conversion rates. This pair of charts focusing on email retargeting show it's worthwhile putting a range of retargeting tactics in place, regardless of the type of business.
Cart abandonment rates
This data is based on abandonment rates from Salecycle customers. It shows that the average cart abandonment rate is 75.4% with rates in some sectors such as travel and finance being even higher.
Following up on this interest with a reminder email (if you have collected it, which you should) is one way of increasing conversion, using a simple reminder or a more persuasive discount. It's worth testing which discounts…
Five-part formula to help you optimize landing page performance
A landing page is a standalone, dedicated page on your website. Sometimes called a squeeze or slash page. It is distinct from other pages in structure, design, content, etc. A landing page is aimed at lead generation or driving traffic to other pages on your website.
Landing pages can be a powerful marketing tool. When used the right way they are your secret weapon for promoting both new and existing product or services. You can also use it to promote your webinar and increase your email subscription.
Landing pages can boost your conversions tremendously. According to Serpstat, when you use the right testing and targeting on your landing pages, you can boost your conversion rate by as much as 300%.
In this post, we will …
By
07 Sep 2018
The brand marketing campaign that defined Nike
Nike has done it again. They've turned heads, they've shown their brand mentality and they have got people talking about them. This week they celebrated the 30 year anniversary of their "Just Do it." slogan.
They had bags of content that they could've used for it, not to mention sports stars. Nike for the first time have stepped into the social arena of current events and made Colin Kaepernick, the outed NFL Quaterback who knelt during the national anthem, the face of the campaign.
This is an amazingly bold move from Nike as even President Trump stood against it along with Kaepernick's team and the NFL themselves. It came to light that Nike had not dropped him from their books and in fact went into talks to make him the face of the anniversary. They even aired the advert at half time in the first game…
Chart of the Day: Digital offers can help drive shopping and brand engagement
Email campaigns are a great asset to generate traffic to your website and keep your customers informed about your latest offers. However, research from Adobe has revealed people’s most annoying aspects of branded emails and receiving too many of them comes top of the list.
Personalization was a big factor in email annoyances, with incorrect data (22%), already purchased product info (22%) and ‘creepy’ over-personalization (16%) also appearing high up the list. Too much personalization is a bigger issue than having too little, which garnered just 9% of responses.
You want your emails to be customized to the reader but still read like one human being speaking to another. The quality of this written communication was second-most annoying, with 23% of people saying they received emails that were too wordy or…
A quick look at the ways personalization should be implemented into your website
Jeff Bezos’s vision for personalizing customers online experience back in 1998 has become a reality for many e-commerce sites and is fast becoming a game changer for online retailers. We have not seen personalization be adopted by many of the non-retail web which is interesting. Many businesses still believe that their homepage only needs a ‘one version fits all’ approach, regardless of the fact that it is the main doorway to their business. Businesses spend vast amounts of money trying to market to their customers on a 1-2-1 level but overlook or misinterpret this approach on their website. This shows there is a massive opportunity being missed
“If you do build a great experience, customers tell each other about that. Word-of-mouth is very powerful.”
- Jeff Bezos
So why personalize?
To understand why personalization is so important, take a look at how…
What links mean for your business and how to get them
When it comes to online marketing for a local business, it may feel like a fruitless task. Doing the SEO, setting up your Google maps pack, making your social media accounts is just the start of it. Once you’ve done that, then surely that’s the end of the road, right?
Not quite.
Just as you can target people around the world with effective marketing online, you can just as successfully target local business as well. It just requires the right strategy.
Part of that strategy is making sure you have an effective on-page SEO , so targeting the right cities, regions or suburbs with individual pages.However, that probably isn’t going to be enough.
To truly have a large impact on your SEO, and drive a lot of traffic to your site, you will NEED to improve your link profile.
Links
If you’re not already familiar with…
