How to plan content for the digital product buyer’s journey: A guide

When it comes to selecting digital products, consumers today tend to shop around a fair amount and conduct substantial research before making a purchase. There are simply too many options on the market to pick a product randomly.

In order to sell a digital product, your content must answer the buyer’s burning questions and fit into their

Mind your language: Using multilingual websites to increase eCommerce engagement

In the quest for customers the battlegrounds for online retailers tend to be rooted in SEO, PPC campaigns and, for those who can afford it, above-the-line ad campaigns. But there are also more organic ways to increase engagement and conversions via a website, particularly where international brands are concerned.

One technique that is often disregarded by all but the biggest players due to fears over cost and complexity is a true multilingual online retail experience.

Historically, there are two ways of...

For brands with purpose, the future is authentic

Brands are increasingly expected to make a difference to more than the corporate bottom line. Organisations have been so successful at articulating their brand values, that brand leaders now feel the weight of consumer expectation to make a positive difference in the world – environmentally, socially, politically. This expectation is reshaping brand marketing, requiring a new authenticity, new channels, new technologies—and fundamentally, a new attitude to brand risk.

Consumers reward brands with...

By Brett Zucker, 25 February 2019, 0 comments. Categories: Best Practice, Branding, Case Studies, Customer Experience.

The benefits of aligning your business around the customer engagement life cycle

Your customers are engaging with you in every possible way — through social media, by email, in person, and even through online reviews. But just because a customer is trying to interact with you doesn’t mean you’re connecting with her in the way she'd prefer. For example, while over 50% of customers expect companies to reply to their online reviews within...

By Severine Griziaux, 21 February 2019, 1 comment. Categories: Case Studies, Customer Experience, Data-driven marketing.

Going for gold: How The Royal Mint tapped into consumer behaviour

As marketers understand well, driving the path to purchase on any product is far more complex and nuanced than a simple case of ‘find person, show ad and the rest will follow’.

The motivations that drive consumers are intricately layered. Take my recent acquisition of a copy of Pride and Prejudice. I’d recently watched the film and had been considering rereading the novel. That day, I had read an article that told...

By Alessandra Alari, 12 February 2019, 0 comments. Categories: Automation, Case Studies, Search Marketing.

How to make your agency more agile: Real-time collaboration and uniting workflows

It’s never been more important for agencies - digital, creative or marketing - to be agile. With tight deadlines and requests constantly coming in, it's important to stay on top of each and every project. But even in a digitally-focused agency, information tends only to travel at the speed of meetings, and tasks are often treated like hot potatoes - bandied around from one person to another.

By Patricia DuChene, 13 November 2018, 1 comment. Categories: Best Practice, Case Studies.

The ugly truth on conducting DIY research campaigns

Today’s data driven economy has theoretically transformed access to information about customers, prospects and competitors.  But drill down into the data provided by DIY research tools and the quality is raising serious concerns about the validity of research activity.

Help yourself

The plethora of self-service data collection platforms has provided organisations of every size with access to unprecedented depths of information. From apparently simple scripting to the wide choice of sample groups,...

By Jane Hales, 15 May 2018, 0 comments. Categories: Case Studies, Customer Experience, Publishing.

Seeing through the issue of user data transparency: Five ways to get the balance right

When it comes to user data, companies seem to make the same mistakes again and again. The current Facebook/Cambridge Analytica disaster illustrates the flawed thinking and ambiguous policies that often lead to these breaches and the resulting erosion of consumer trust. 

In response, Facebook has disclosed some upcoming changes, including the creation of a new Custom Audience certification tool. However, it will take more than a few reactive symbolic “fixes” to regain consumer trust. Here are...

Innovation, personalisation and experimentation: Why you might not be doing any of it right

The word ‘innovation’ must rank fairly highly on a list of the most used and abused buzzwords in digital marketing today. Every organisation thinks that they’re innovative in some form or other – but are they going about it the right way?

San Francisco-based Optimizely believes not. According to Global Head of Strategy Hazjier Pourkhalkhali – who would like to believe his company is ‘the biggest digital laboratory in the world’ – three quarters of all...

Marketing an ICO: cryptocurrencies, influencers and indaHash

The term ‘ICO’ or initial coin offering burst into the collective consciousness in a big way in 2017. The funding strategy went from being a novel idea thought up in the cryptocurrency and blockchain space to a way for companies to raise millions of dollars in a matter of hours.  

With the money raised through ICOs in the last year rocketing to over

By Colm Hebblethwaite, 06 February 2018, 0 comments. Categories: Case Studies, Social Media Marketing.