Chart of the Day: Predictive Analytics Users Get Better Results
Predictive Analytics isn't a new marketing technique, but interest in it has increased with the hype around using Artificial Intelligence for Marketing. This typically involves using Machine Learning, a key AI technique for marketing, by analysis of historical results of campaigns to inform future targeting and creative.
In this research, analysts Aberdeen Group review the impact of Predictive analytics on different ROI metrics as presented in the chart below.
But, before we take a look at the results, what is predictive analytics? Aberdeen define predictive analytics as:
'A technology allowing firms to analyze structured and unstructured data, be it captured in the past or in real time. Such analysis reveals key trends and correlations while also predicting the likelihood of things such as customer churn'.
This is a broad definition since most marketing applications focus on analysis…
The major updates from the 8 digital platforms that matter, that's Google, YouTube, Facebook, Instagram, LinkedIn, Snapchat, Pinterest and Twitter
Scarcely a day goes by without a new announcement from a social network or search engine which could theoretically have some impact on digital marketing. This leads marketers to spend vast amounts of time searching for and checking the latest updates, and then trying to work out if they will mean they need to change how they conduct their marketing.
That is why we've done the hard work of tracking, researching and assessing the marketing implications of the 17 most important updates so far this year from the major platforms that digital marketers use to promote their business. Now you can see at a glance what changes there have been this year, and click through to an article on each change to get analysis of the implications of the change. Well be updating the…
Chart of the Day: What challenges you when it comes to email marketing? Part 4 of 4.
For email marketers, there will always be aspects of email marketing that are a challenge. This is the fourth of my four part series pertaining to issues faced in email marketing.
Previous problems discussed during the course of the series:
Targeting & Segmenting
Subscriber list growth
Tracking results
Main email marketing goal.
The final point we want to discuss is "what is your main email marketing goal"? We need a end result to strive towards and this is best to decide in the very beginning of the campaigns. In the chart it shows brand-building (47%) and lead generation (42%) are very close. While lead nurturing (11%) is far down the priority list. When you are deciding on what to use as your goal, remember that it is specific to your company.
…
Use these cart recovery tools to nudge your customers into converting
Cart recovery tools use email and on-site notifications to drive users back into a site (usually the checkout pages) with the aim of driving incremental transactions by reminding customers of the products or services they abandoned.
With initial customer acquisition becoming increasingly expensive, brands have focused their efforts in trying to re-engage and convert those users they’ve already spent money acquiring and/or who have already expressed some level of interest in a product or service. Cart abandonment is the use of remarketing at the closest point to conversion i.e. once a user has added something to their cart but fails to check out. Cart abandonment tools can therefore be an extremely cost effective way of increasing sales, and usually generate great returns on investment. If you are considering investing in a cart recovery tool for your website, here are some of…
Take the test to see what stage your email marketing is at
Email is an amazing marketing channel, and is consistently quoted by reputable sources as one of the best performing marketing channels for return on investment. In their Marketer Email Tracking Study 2017, the DMA found that for every pound spent, the average ROI from email marketing was £30.01. Email marketing has more users than Facebook and Twitter combined and results show that customers actually prefer to view marketing communications via email. Radicati write that that there is predicted to be over 2.9 billion users of email by 2019, which is over one-third of the population. As the digital world is constantly evolving, email marketers need to make sure that they are using the most innovative ideas and embracing change in order to succeed.
Your audiences are changing and your customers are more savvy than they ever were. They…
How many of these 5 practical and easy-to-use engagement tools are you already using?
One of the main questions I get asked is about how to more effectively engage in email marketing. The inbox is a very competitive place so you need to stand out, be interesting and be relevant but, although we all know this in theory, the execution often seems to get lost somewhere along the way.
In fact, I still see the majority of campaigns get sent out with very little, or no tailoring of content and I can still sign up to a retail outlet, for example, and give my age, gender and preferences and not see any evidence of this information being used in the campaigns received. This happens in companies big and small and across all industries so, I ask myself, is this because people just don’t know the engagement tools available to them? Do they…
Your buyers want to be guided towards the path of least resistance
Let me ask you a question.
Do you know what part you play in your Buyer’s Journey?
Let’s take the “Journey” part literally: are you the road, the final destination, the map or the signs? Let me tell you what you are: you’re the guide. You’re the one who chooses the road, and you need to make sure that all the things that your travelers may need are there at the moment they need them.
Planning great content, and making it work, is just like that. Besides being interesting and of high quality, your content needs to be timed just right to generate the most impact. It must be in the correct place, at the correct time.
In your Buyer’s Journey, you have a clear goal: to point your prospects in the…
Wow your customers with ingenious and useful personalisation
As 21st-century marketers, part of our job is to always wonder: What do I need to do to create compelling and engaging experiences for customers and clients, with our company? It requires an ever circumspect awareness to know what will not only satisfy customer expectations but “wow” them along your sales funnel.
That answer to that question is changing all the time, particularly with the rapid advancement of technology. One such critical trend to practice and be aware of is customer-centricity, and personalization. Loosely speaking, customer centricity is the principle, and personalization is how you put it into action with your company’s digital presence and relationship to your customers.
In the age of data saturation, we as consumers want our experiences online to be relevant, to be adapted and shaped around our interests. Every major development in how we use the internet, from search engines to…
Chart of the day: Search continues to be the number on source of referrals for fashion retailers
Search engines drive the highest proportion of visitors to fashion brands. Connexity, the e-commerce & consumer analytics company looked at the channels which drive the most traffic to two high fashion brands Ted Baker and Karen Millen.
Though they found the actual numbers varied considerably, the order remained the same. Search is followed by Social, Rewards and directories then Email. What is interesting about this chart is that while Search features so high, the search strategies for both brands are mostly the same.
If you do a brand search then the ads are quite indistinguishable. While they make every effort to make their clothes distinctly there's, they could follow this through to their search marketing via the use of lesser used ad extensions e.g. review & price extensions.
…
Chart of the Day: What challenges you when it comes to email marketing? Part 2 of 4.
For email marketers, there will always be aspects of email marketing that are a challenge. The below chart looks at the various areas that email marketers are struggling with. I will be doing a 4 part series of issues pertaining to email marketing.
We will be looking at the following during the course of the series:
Targeting & Segmenting
Subscriber list growth
Tracking results
Main email marketing goal.
The second challenge in the series is "Subscriber list growth". Organically grown subscriber lists are challenging and it takes time to expand them. But having a large list isn't everything, you need to make sure it's an engaging list. Meaning clients trust your brand, open your email and ultimately click on the content that is relevant to them.
How do I grow a subscriber list?
In…
