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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. [si_guide_block id="5605" title="Download our Individual Member Resource – Digital marketing strategy guide" description="This download is for anyone involved with shaping future digital marketing direction for their business or their clients."/] 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.

Enter COVID-19...

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: Messenger Post Text Face-to-face Online Phone Social media Email 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…

Chart of the week: 25% of UK shoppers polled by RetailX have reduced or completely stopped shopping 'in person at physical stores' while 5% report a temporary increase

Data gathered by RetailX, on Wednesday 11 March, indicated some small but significant changes in customer behaviour due to growing Covid-19 concerns. As well as a reduction in shopping in person, the report found the UK public already cutting down on leisure activities, eating out and attending large work-related events. Moreover, following the Prime Minister's new Coronavirus approach outlined on Monday 16 March, we are currently witnessing increased changes to online and offline consumer behaviour. Consumer analytics are only as useful as the context we afford them. This same group of 1,000 UK participants was also asked about current online shopping habits. Over 95% report shopping…

Chart of the Week: 87% of marketing, CX and analytics professionals say good CX is important but only 24% are performing highly at delivering it

Offering a good customer experience (CX) can increase conversion, create return customers and turn consumers into brand advocates, all of which benefit your brand. It’s no surprise then that 87% of CX, marketing and analytics professionals say that customer experience is very or extremely important to their organization. According to Pointillist’s new research, only 2% of respondents said that it is not important (with 11% saying it is somewhat important), highlighting the need to make CX a focus of your business and marketing plans over the next 12 months. [si_guide_block id="86160" title="Read our Free Resource – 10 common website customer experience mistakes" description="This guide reveals examples of poor website design from different…

Benchmarks of B2B webinar promotion and presentation

Webinars are a key inbound marketing technique, particularly for business-to-business companies. Webinars can be used to support different audience engagement goals across the B2B marketing and sales funnel from attracting new prospects to interact with your brand through to nurturing prospects, product demonstrations and keeping customers up-to-date. Experienced B2B marketers will know from their tests which are the best times to promote and what attendance levels can be expected, but if you're planning a series of webinars, then we hope you find this summary of B2B webinar statistics useful. They're from BrightTALK which we use for our webinars, but the insights shouldn't be platform specific since the mechanics of promoting and encouraging attendance are similar. We'll present the benchmarks as the answers to a series of FAQ we hear from webinar marketers.

Q. Best day of week to promote a webinar?

This data is actually showing the most…