“Plans and strategies are crucial.”
You hear this a lot in the marketing world but, it seems, many of us are failing to put our money where our mouth is - or finding it harder to do rather than just say.
Partnering with Technology for Marketing, we recently surveyed our members to discover how they approached digital marketing optimization. What we found was a distinct shortfall in strategy and planning activities.
We asked our members to rank their digital marketing abilities at the initial “Plan” stage of the RACE Growth Framework on a scale of one to five. ‘One’ meant having no strategy and ‘five’ stretched to a significantly advanced level. 57% of our respondents rated themselves within the lowest stages - one or two.
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Digital Marketing Optimization is transforming recession marketing strategies. These 5 tactics for managing customer experience will set you apart from your competitors
Surviving this recession is all about, you guessed it, your customers! As we have seen clearly in 2020, being able to anticipate and respond, fast, to changes in the market can mean the difference between make or break in a challenging environment. And, when it comes to managing customer experience, haven't we all seen some rapid changes?
"Recessions inevitably lead to changes in consumer spending and demand for products and services."
- Dr. Dave Chaffey
As Dr. Dave Chaffey asserts in our recession-beating marketing tactics for growing your business guide, changes in consumer spending require marketers to 'prioritize marketing activities with the biggest potential'. After all, to survive this recession, marketers need to make strategic decisions to outpace their competitors and acquire and retain valuable customers.
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Search engine marketing statistics: The latest search usage and adoption data to inform your strategies and tactics
Statistics help us turn data into information, allowing us to make informed and rational decisions and that's exactly the purpose of this article. We're huge fans of search engine marketing both search engine optimization or paid search marketing. But with behaviour changing so quickly, it's vital to keep on top of search engine marketing statistics to inform your strategy.
This summary of search engine marketing statistics is aimed at helping you make better-informed decisions about the running of your search marketing and making the business case by modelling the returns from search engine marketing if you're using a search gap analysis to put a quantitative estimate to the returns. We'll start by reviewing how many people search, then look at the…
Digital marketing is highly accessible to businesses of all shapes and sizes, no matter your budget size.
So you recently started a business. Or maybe you have a small business that you’re trying to get off the ground and running.
Of course, now you need to start getting the word out about your start-up. The great news is, digital marketing is highly accessible to businesses of all shapes and sizes, no matter your budget size.
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But digital marketing is really wide. If you know nothing about it, you can easily get lost in the noise, which means you can waste your efforts and have little results to show for it.
On the other hand, if you do digital marketing the right way, you can increase…
Chatbot increases conversions, not just dialog, which is why you need to understand how best to use chatbots
Live chatbot is not just for customer support anymore; it’s a proven engagement and revenue booster. Kayako.com shares some compelling statistics that show just how powerful live chat can be when it comes to engagement and conversion.
Analytics and conversion expert Neil Patel also shares some conversion math related to chat. He asserts that, with chat available, 10-50% of your visitors will engage with you on your website. If implemented correctly, one-third of those visitors should go on to become buyers.
Even using his conservative estimates, that means a conversion rate of 3.3% through the use of chat. That’s nothing to scoff at. For large-volume sites, these conversion rates and revenues add up quickly.
Here are six tactics you…
New research comparing user customer experiences for banks
This study caught my attention since it highlights the digital disruption caused by challenger banks and how some industry incumbents have improved their performance, but others haven't.
This painstaking usability research involved competitor benchmarking where Peter Ramsey of Built for Mars each click reviewed different activities like opening an account was logged and compared.
The findings are shocking... Look at the difference between the 10+ days for an account to be active from existing banks in comparison to the 2-3 days for an account to be active from challenger banks like Monzo, Starling and Metro.
Kudos is due to the traditional banks like Barclays and Lloyds who have revised their back office process using STP (straight-through processing) so that they offer a 2-day turnaround process.
In terms of digital experiences, the challenger banks perform even better...
It took 5x as many clicks…
Chart of the Day: How popular are Digital Transformation programmes?
Our Managing Digital Marketing research (a free download) reveals many challenges for how digital marketing is run by companies today. Problems included a lack of focus on integrated strategy, testing and optimization and structural issues, such as teams working in silos or lack of skills in integrated communications.
To counter these types of problems and to make the most of the opportunities for growing a business through digital marketing, many businesses are now putting a digital transformation programme in place. The chart shows how many businesses are active in transformation.
You can see that over a third (35%) of businesses already have a transformation programme in place, which is an increase from the 34% who last year had a programme set up. On top of this, 31% are looking to launch…
Stay calm, slow down and refocus your marketing priorities to tackle the current COVID-19 challenge
The world of marketing is a busy, hectic and uncertain one at the best of times. From the changing nature of consumer preferences to the evolution of new technologies and digital channels, over recent years marketers have had to adapt to changing circumstances and make the most of new opportunities.
In addition to these micro-challenges, the last ten years since the financial crash of 2008 has posed several macro challenges, too. The nature of work itself has become very different, with a steady rise in contracting and freelancing, remote working and even changes to employment rights. All of these factors have meant that marketers have had to become more resilient and adaptable.
The recent coronavirus outbreak has tested workers across all sectors in new and unprecedented ways. At the time of writing, the…
Chart of the week: Discounts, receipts and advanced notice of products/sales are the top performers for email content according to customers, but marketers are not following suit in their email comms
The Data & Marketing Association (DMA) published its Marketer Email Tracker 2020 last week. Combining insights by marketers and customers alike, the report explores email’s multi-faceted role in communicating with consumers across all stages of the customer lifecycle – not just as a transactional channel, but one that can be used to inform and build long-lasting relationships.
Email is customers' top pick of the channels
Research by DMA found that email topped every channel when customers were asked their preference for receiving information, including appointments/reminders, customer service, new products, and tutorials.
In this report, email outperformed all other channels listed below:
This news is music to email marketers' ears, since this…
Chart of the Week: Pandemic hits high-ticket air travel and cruises, alongside small pleasures such as eating out, as marketers reassess what constitutes value for customers right now and how digital marketing can help
Charts from Market Insider paint a grim picture of life for marketers in the travel industry as airline and cruise numbers plummet
The biggest cruise names in the pandemic are, of course, Princess Cruises' The Diamond Princess Yokohama (with 700 passengers infected and eight deaths) and the Grand Princess (now in day 14 of quarantine in San Francisco).
Analysts at Goldman Sachs are comparing the pandemic to similar scale events such as the 2001 recession, the 2008 financial crisis, and, the Costa Concordia disaster of 2012 (another cruise ship disaster, where 33 passengers died off the coast of Italy).
"Averaging the moves made after such events, cruise prices dipped by 6.3% and took roughly…