Why advertising spend will shift as brands track sales, not clicks

Marketing budgets are on the up. According to the latest IPA Bellwether Report, a net balance of 8.7% of marketers said their budgets had increased in the first three months of this year; marking a huge improvement on the previous quarter's 0%. And digital was one of the top areas to see a boost in investment.

Of course, this is great news for the advertising industry. But, with increasingly...

By Oli Knight, 23 April 2019, 0 comments. Categories: Advertising, Advertising Technology, Branding, Commerce, E-Commerce.

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

Why brands need to drill into data to cure customer loyalty decay

It’s not uncommon for a brand to roll out a customer loyalty programme to strengthen relationships, grow the business and remain relevant in a very crowded marketplace. Today’s advancements in technology and the evolution of how shoppers prefer to buy goods and interact with services has changed dramatically.

The rise of omni-channel has pushed brands to operate across digital and mobile channels,...

The seven deadly vids: Video content to amplify and generate leads on social media

Today’s marketing departments are creating more videos than ever before – and with good reason as such content attracts more organic traffic from search engines, keeping prospects on websites for longer.

The figures speak volumes too as nearly 60% of executives said they would choose video over text content if shown both, and

How to increase demand generation through your website: Optimise throughout the customer journey

In an age of digital marketing with social media, marketing automation, email marketing and CRM, marketers often forget that their website remains the most important of their digital assets.

Research by SiriusDecisions shows that both sales and marketing underestimate the importance of the website as a communication channel at key stages of the sales cycle. The research shows that marketers and...

By Sylvia Jensen, 05 April 2019, 0 comments. Categories: Best Practice, Branding, Commerce, Customer Experience, Data-driven marketing.

FMCG goes direct-to-consumer – but don’t expect a Tony the Tiger Facebook page any time soon

Opinion Last month Kellogg’s – joining a host of established FMCG brands – launched a new foray into the direct-to-consumer (DTC) market as it hired a new director of eCommerce platforms.

I would be surprised if this news made any jaws drop (except maybe

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...

Getting into home truths: Why is the experience of eCommerce still so poor?

There’s no denying that the digital world has changed the outside face of marketing. While many of the inner-face principles of marketing have (and always will) remain the same in terms of audience segmentation, targeting and positioning, the way brands now engage with their customers has changed faster in the past 10 years than throughout the rest of history put together.

Now, having a digital presence for large...

By Sylvia Jensen, 30 November 2018, 0 comments. Categories: Branding, Commerce, Customer Experience, E-Commerce.

Could machine learning provide the key to measuring a customer journey?

Customer journeys help to increase positive results in all customer related KPIs, but in large enterprises and public organisations, the rule is if you cannot measure it, you cannot improve it.  How do we measure commitment to a brand and products – and how do we score KPIs that need to be improved upon?

A recent report by McKinsey indicates that customer journeys are 30% more...

By Jean Belanger, 08 November 2018, 3 comments. Categories: Commerce, Customer Experience, Data-driven marketing, Data Science.

Interview: Making the marketer’s leap from B2B to B2C with Albert Heijn’s Eva Vree

The differences between B2B (business-to-business) and B2C (business-to-consumer) marketing can be chasm-like.

On the one hand (if broadly), B2B purchases are more likely to be driven by logic and an eye on demonstrable ROI. B2C purchases, on the other, are more probably driven by a consumer’s emotion.

Eva Vree is a senior creative content specialist for the online arm of Dutch supermarket giant Albert Heijn, and notably made an internal leap from the B2B side of the business - a role she’d held...

By Mark Jones, 22 October 2018, 0 comments. Categories: Commerce, E-Commerce, M-Commerce.