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…
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.
…
Optimize your customer experience on mobile to avoid being left behind
Not long back, the secret of business success on the Internet seemed to be all about product and service quality. Whereas quality is an enabler of success, it’s not the big secret that makes e-businesses successful. The secret is – customer experience.
Econsultancy conducted a survey for Digital Market Trends, and the results made it obvious that most participating business executives considered customer experience as the most exciting opportunity of 2017.
Customer experience has supplanted content marketing and mobile marketing as the secret of e-business success for entrepreneurs.
User experience is important from an SEO perspective as well – websites where users don’t spend more than 10 seconds, because of messed up user experience designs, fail to sustain their rankings. What’s more, a Walker study predicts that customer experience will be more important than price as well as product by 2020.
The…
The best social media listening tools to use in 2018 to help you develop your social media strategy
“The success of a relationship is solely dependent on two factors: a man's ability to listen lovingly and respectfully to a woman's feelings, and a woman's ability to share her feelings in a loving and respectful way.”
― John Gray, Men Are From Mars, Women Are From Venus
The core premise of Men Are From Mars, Women Are From Venus is that men and women communicate differently and in order for a relationship to be successful, they each need to be aware of how the other works.
Men, in particular, have to do a better job listening.
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Not surprisingly, most brands suffer from the same shortcomings. Instead of listening to what…
How does social media compare to other channels for B2B Marketing?
Social media marketing might initially appear to be the sole preserve of the business-to-consumer (B2C) marketer. But according to this research into B2B Social media marketing by Omobono, not only can business-to-business (B2B) marketers benefit from social media, but it could be their most effective marketing channel of all.
In a survey of 115 marketing specialists in B2B roles, Omobono found that 79% rated social media as the most effective marketing channel, with 38% noting that if they had extra budget for next year, they would spend it on social media.
'The overall results show just how far B2B marketing has shifted away from broadcast media (owned or paid for) and towards social engagement,' notes Fran Brosan, Chair and Co-Founder of Omobono:
'Social media now comes out as the most powerfully effective…
Marketing is the lifeblood of business. After all, your product or service won’t promote itself!
There are many ways to market your products to your target market. Brands will use anything from storytelling to price in order to attract new customers. One of the most effective strategies is forging deep connections with your potential customers. This results in more engaged and longer lasting customer base.
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The downside is creating and maintaining these deep customer relationships become much more difficult as your business scales. Marketing to each customer on a 1:1 basis used to require building large teams who conduct labour-intensive duties.
That was until the invention of marketing automation.
What is marketing automation?
Marketing automation refers to the tactics and software used to automate marketing tasks.…
Whether you’re new to Conversion Rate Optimization or a seasoned pro, you need a solid CRO programme to take your digital marketing career to the next level
Done a lot of split or multivariate tests, or various other CRO activities, but not achieving the quantum conversion lifts you’d hoped for? If so, you need to read SmartInsights’ new and improved Conversion Rate Optimization (CRO) Programme Briefing!
While still providing foundational advice on these topics:
Creating a data driven organization
Estimating the ROI of your CRO projects
Using the latest and greatest customer research tools
Incorporating both big tests and smaller optimizations into your systematic testing
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Our updated CRO…
Conversion rate optimization (CRO) has generated a lot of hype and it is seen as a silver bullet that will solve all the problems the ecommerce business has.
The truth is there are two sides of the same coin. The first one is that CRO is indeed as magical as the compound interest: only a 6% add of incremental increase will lead to 90% more conversions in just 12 months. This means you double your conversions and you decrease the customer acquisition cost - double strike! This is the good side of conversion optimization.
On the other hand, the bad side of CRO is that not all companies are qualified to start the optimization process, and not all the companies that adopted this technique are doing it in the right way.
Further on, in this article, I want to present you the real path of conversion rate optimization, from start to success.
…
Social networks have evolved to give birth to a revolutionary form of marketing called influencer marketing
The savvy advertiser will tell you that now, social media is the best avenue to reach a market whose decision-making process is influenced by what trends within their social circles online.
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Why social networks?
As technology advanced, more people used social networks for business functions especially, focusing on consumer recommendations found on social media which were used to guide companies on the development of their products and marketing strategies. Additionally, the use of the power of social networks to learn and influence consumer behavior for brand development proved to be more efficient than traditional forms of advertising. Here are some…
The way forward for AI and retail is Visual Search
Machine learning is taking online search to new levels, and it’s not just voice search that’s on the rise. While many have been focused on the marketing potential of capturing conversational queries barked at Alexa over breakfast, big brands have been quietly developing a stronger competitor in interactive SEO: visual search.
For decades, we’ve searched for information and products online using a text search bar. The introduction of voice search has since made waves in local SEO, with users searching for opening times, directions, weather reports and other of-the-minute information – but it has left many online retailers feeling stumped. Not every trend fits with every business model, and for businesses who rely heavily on visuals to drive conversions, the opportunity brought by voice search has often felt limited.
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