Consumers are wising up to their power as social influencers

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Targeting key influencers on social media to help get a marketing message out is a tactic that is proving successful for brands, but consumers are beginning to realise just how vital they are to this strategy.

Mobile gamification company 3radical has released the findings of a survey where it polled the opinions of 600 UK consumers, with 87% saying they were looking for a reward before reading or responding to a brand’s message.

An additional 50% then said a reward had become...

By Simon Holland, 26 November 2014, 0 comments. Categories: Customer Experience, Mobile, Mobile Marketing, Personalisation, Social Media.

How the Internet of Things is set to break the mould for customer experience

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The customer experience process is rapidly changing. For brands, getting the customer to return again is not new, whether through incentivisation or simple brand loyalty. But the landscape is being turned on its head – and it’s through such new technologies as the Internet of Things (IoT) driving what is being described as the new services economy.

Companies are recognising this. Instead of buying standalone products, it’s now about buying services. Take Netflix...

By James Bourne, 26 November 2014, 0 comments. Categories: Customer Experience, Data & Analytics, Personalisation.

Customer loyalty: Why you should focus on the people

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Despite years of marketing research and advanced analytical solutions, the key focus needs to remain on people when examining issues of customer loyalty. Designing customer-loyalty solutions without a strong emphasis on the human aspects of your client relationships is probably misguided.

Why strengthen customer loyalty?

Marketers have a clear understanding of the rationale behind brands seeking to increase their clientele’s loyalty; it results in increased brand equity and allows firms to...

By Warren Smith, 25 November 2014, 0 comments. Categories: Commerce, CRM, Customer Experience, E-Commerce, Personalisation.

Digital commerce has impulse buying on the ropes

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Modern shoppers are making more stops than ever before on their route to purchase, with Rakuten Attribution reporting that visits to the same store prior to a conversion have tripled in the last four years.

Rakuten Attribution’s Measuring the Modern Shopper white paper found that consumers make nine and a half visits to a retailer’s site before deciding to buy, rising from three and a half in January 2010.

The study reinforced a survey from professional services company...

By Simon Holland, 25 November 2014, 0 comments. Categories: Attribution, Commerce, Data & Analytics, E-Commerce, M-Commerce.

Ten last-minute Cyber Monday preparations for your e-commerce site

Cyber Monday 2013 was a landmark day in online retail and with this year’s event only weeks away, there are a number of last minute preparations e-sellers need to be making right now in order to take full advantage of the benefits headed their way. 

The craziness of the holiday season is just around the corner - Black Friday, Cyber Monday, Christmas, and Boxing Day are only weeks away and Cyber Monday in particular is the day that kick's off many online retailers' golden quarter.

According to...

By Jon Woodall, 24 November 2014, 0 comments. Categories: Commerce, E-Commerce, Email, Paid Search, Search.

EdgeRank costing publishers millions in lost revenue

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Facebook Edgerank, the social network’s ranking algorithm that displays content based on relevancy, is doing more harm than good to online publishers.

After sampling 30 digital publishers, media intelligence company AdClarity determined that these publishers are the victim of a $350 million shortfall in advertising revenue thanks to Facebook’s algorithms.

The figure stems from AdClarity coupling its own publisher data, that revealed their collective revenue was a...

Google Contributor: Biting the advertising hand that feeds?

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Imagine a world wide web without popups, banners, prerolls and takeovers. As a marketer it is a difficult environment to fathom from a monetisation perspective, but it is a concept Google is investigating with the launch of Contributor.

Think the Adblock browser extension with an added revenue-earning element for sites. Google Contributor is an experiment from the search giant where internet users can pay between $1 and $3 a month to browse a site with no Google ads.

Media real...

By Simon Holland, 21 November 2014, 0 comments. Categories: Advertising, Advertising Technology, Content, Publishing.

Lure of incentivised marketing fading for consumers

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Loyalty programmes, once an ever-present part of commerce, could be starting to lose their appeal among consumers, according to new research from customer engagement company Collinson Latitude.

The study, looking specifically at travel consumers, reported that 67% of consumers claim to be unsatisfied with their current incentive programmes. It is a finding that must worry travel operators as 61% do consider the quality of rewards when making purchases.In

Collinson’s report...

By Simon Holland, 21 November 2014, 0 comments. Categories: Commerce, Customer Experience, E-Commerce, Personalisation.

Which of these four types of marketer are you?

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Recent research found that 84% of marketers now regard the rise of the digital native as overwhelmingly the most important (or a very important) factor affecting marketing plans. So while we welcome the digital generation we must also re-tool our mind and skill sets to the new marketing order. This though appears to be the biggest hurdle.

Skills shortages, lack of experience and budget constraints as a hangover of the recession continue to plague the digital marketing landscape....

By Dr Charles Randall, 19 November 2014, 0 comments. Categories: Attribution, Data & Analytics, Mobile, Social Media.

Apple mobile device targeting leads wave of updates to Adobe Marketing Cloud

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Adobe has rolled out support for iBeacon in the latest batch of updates to its Adobe Marketing Cloud product, making it possible for marketers to target content using the location of shoppers.

Media can now be sent across a number of channels to consumers, with marketers being able to deliver a promotional message through a retailer’s app when a shopper is in a specific store.

Using Marketing Cloud, marketers are able to follow the previous action up with an email campaign...

Salesforce wants to break down the barriers between marketing, sales and customer service

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Customer relationship management (CRM) company Salesforce has taken the wraps off its latest edition of Social Studio.

While being primarily targeted at the burgeoning content marketing industry adding features that mean you might never need to use Twitter or Facebook’s interface again, Salesforce’s updated utility excels at enabling departments to collaborate on social engagement.

With Social Studio, marketers can use the software’s new social listening engine to...

By Simon Holland, 19 November 2014, 2 comments. Categories: Content Marketing, CRM, Customer Experience, Marketing Cloud, Social Media.

Is Samsung's iBeacon contender Proximity a headache for retailers?

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Samsung has announced mobile communications solution Proximity, a rival to Apple’s iBeacon, but could the requirement of a different beacon technology for each handset manufacturer cause problems for retailers?

Proximity is a mobile platform not unlike iBeacons. It lets visitors to a specific location view rich, relevant content and allows advertisers to target those consumers with more pertinent campaigns.

The main difference between the two products is that Proximity operates...

By Simon Holland, 18 November 2014, 0 comments. Categories: Advertising, Consumer, Location, Mobile.

What are the five pillars of personalisation marketing?

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Most people look at personalisation marketing as a new and recent addition to the digital marketing mix, but this is an incorrect and dated view. Personalisation marketing has been around at least in principle for more than 25 years. In fact I developed one of the first personalised marketing programmes for Heidelberg USA more than 20 years ago.

To determine what has changed and what has transferred this “legacy” technology into the modern digital world of marketing,...

By Thaddeus Kubis, 17 November 2014, 1 comment. Categories: Advertising, Consumer, Customer Experience, Strategy.

Print vs mobile ads: Which is best for engagement and recall?

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Mobile and print-based advertising may serve to slightly contrasting audiences, but there are similarities in how the readers of each platform react to marketing.

In a bid to challenge the view that platforms drive behaviour rather than content, News UK Commercial performed a study examining the differences between how readers of the paper-based version of The Times compared to those that engaged with the mobile edition.

News UK reported that memory coding, the first step brains...

By Simon Holland, 17 November 2014, 0 comments. Categories: Advertising, Data & Analytics, Mobile.

Tech vendors appear on new diagram of digital marketing world

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Marketers’ hunger for chart-based imagery of their industry can be seen through the availability of Lumascape charts and now analyst firm Real Story Group has joined the party with an update to its marketing technology vendor map.

Real Story has designed the infographic to have a similar aesthetic to the New York subway map, with different coloured lines representing specific marketing channels, including web content, digital asset management and automation.

One visually...

By Simon Holland, 14 November 2014, 0 comments. Categories: Attribution, Automation, Commerce, E-Commerce, Strategy.

Havas and Sky release mobile ad measurement trial findings in case study

Nationwide, Domino’s and Birds Eye have taken part in mobile advertising measurement trials on a selection of Sky’s websites, with the results now being made public.

Havas Media Group and Sky Media, the two companies behind the research, discovered that the best results were often gained by ensuring creative was intriguing, fun and interactive so it was able to stand out on the page.

Research agencies Differentology and On Device Research supplied detailed feedback on how the three brands fared...

By Simon Holland, 13 November 2014, 0 comments. Categories: Advertising, Analysis, Case Studies, Consumer, Design, Research.

Yahoo bulks up on video after $640-million Brightroll acquisition

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Programmatic video ad platform Brightroll has been purchased by Yahoo in a $640 million cash deal.

News of the acquisition broke on Yahoo’s Tumblr account where CEO Marissa Meyer talked up the deal by describing video advertising as the next evolution in display marketing technology.

“Video is display 2.0,” she said. “It’s what brand advertisers love. It’s a format that elegantly and easily transitions from broadcast television to PC to mobile...

By Simon Holland, 12 November 2014, 0 comments. Categories: Advertising, Mergers and acquisitions, Programmatic, Selling, Video & Audio.

Expedia taps into Routehappy API for emotional travel data

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Routehappy’s Score & Happiness Factors API has been adopted by travel comparison website Expedia, the two companies have announced.

The agreement lets Expedia add new search functionality into its site that can filter results around seat layout, seat type, equipment type, entertainment, power, wifi and other happiness factors down to the specific airline, sub fleet, and cabin level.

It all stems from Routehappy’s Flightmatch algorithm that matches airline product...

By Simon Holland, 11 November 2014, 0 comments. Categories: Campaigns, Data & Analytics, Partnerships, Publishing, Social Media.

Financial constraints prevent retailers from embracing omni channel

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Budget restrictions are behind the current lack of an omni-channel strategy among retailers, a new study has found.

Enterprise e-commerce solution Mozu polled 300 CEOs and IT leaders from B2B and B2C retailers to discover that 34% have “insufficient financial resources” to implement a new retail technology.

After interrogating the data further, Mozu reported that both high-revenue organisations and smaller-revenue retailers rated problems with securing the necessary...

By Simon Holland, 10 November 2014, 0 comments. Categories: Attribution, Mobile.