Retailers' m-commerce strategy results in astonishing growth

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Usage of lifestyle and shopping apps grew a whopping 174% in 2014 against an average app usage increase of 76% according to Flurry Analytics. Its figures were particularly staggering on Android where the shopping category increased by 220%.

The usage, defined as a user opening an app and recording a session, is a move on from previous years where casual usage in areas such as games and entertainment were the biggest growers. Apps in utilities and productivity and messaging and...

By Liz Morrell, 12 January 2015, 0 comments. Categories: Commerce, M-Commerce, Mobile Marketing.

The path to purchase: Tracking the consumer journey

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The relationship between shoppers, brands and consumers has changed. The internet, combined with the growth in the number of channels, devices and means by which the average consumer shops and considers purchases, has made the path to purchase a very different process.

Although the five steps, awareness, consideration, interaction, purchase and advocacy are unchanged, the means by which consumers engage with them is very different.

Google have referred to the process as the path...

How to embrace the growing appetite for video content

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Do you remember the days when you actually had to read something to get the message? In today’s world it is the visual medium that is becoming the way to communicate whether that is through video or pictures.

The trend to capture life through imagery rather than words is feeding through to advertising too and forcing marketers to rethink how they communicate with their customers.

But it is Facebook that is proving one of the biggest mediums for communicating via video. As...

General Motors extends agile marketing to the connected car

US-headquartered General Motors has announced a new product called AtYourService, through its OnStar subsidiary, that lets retailers and merchants target drivers with contextual marketing and promotions.

It was only a matter of time before car manufacturers made it possible for advertisers to target drivers with marketing and General Motors has been the one to blink first.

General Motors has already partnered with several third-party companies including performance marketing publisher RetailMeNot for coupons...

Where does social commerce go after 2014?

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2014 felt like the movie Groundhog Day. Wake up to the sounds of the song, I Got You Babe (or, in this case, Pharrell’s just-as-incessant ‘Happy’), then open your news provider of choice to read about yet another social network launching a ‘Buy’ button.

Pinterest in January, Facebook in July, Twitter in September - frankly, it was a surprise not to see WhatsApp reinvented as a social assistant that reads your texts, hacks your bank details, then buys...

Social business predictions show big change for marketing tech

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Companies face a number of challenges in their social transformation over the next few years. However, a new report from IDC reveals the ten factors it feels will influence decision making around social business. Many of which involve the evolution of marketing technology.

In IDC FutureScape: Worldwide Social Business Transformation 2015 predictions, the report’s authors say that business leaders should be making such decisions within the next two to four years if they...

By Liz Morrell, 22 December 2014, 0 comments. Categories: Advertising, Advertising Technology, Commerce, S-Commerce, Social Media Marketing.

Google gives Adwords an omni-channel injection

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Search company Google has announced that it will soon be rolling out AdWords improvements to better measure in-store visits in the Estimated Total Conversions (ETC) tool.

In an effort to assist marketers with targeting the increasingly complex paths to purchase that consumers take, Google is letting advertisers link AdWords with My Business to get more insights on search campaigns.

When announcing the new AdWords feature on its blog, Google explained how brick and mortar still had a...

What will be the big trends for data-driven marketing in 2015?

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In 2014 online retail sales in the UK rose by 15.8% in 2014 (fetching a healthy £45 billion ). In 2015 this figure is expected to grow even further, increasing a burgeoning part of the UK’s economic recovery.

This rise in sales is not just due to global economic factors technology advances in data-driven marketing, mobile and in-store technology have truly transformed online storefronts and the local high-street.

2014 was certainly the year when multi-channel,...

China’s digital media companies reeling in their US rivals

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US-based digital media companies are being caught by their Asian counterparts as more evidence of China’s high growth emerges in the latest Digital Media Index from research firm Strategy Analytics.

While there is unlikely to be a seismic shift in online media spend from west to east anytime soon, there is a feeling of inevitability about China’s emergence as an digital media superpower.

With Baidu and Tencent, Strategy Analytics reports that China boasts two of the six...

By Simon Holland, 09 December 2014, 0 comments. Categories: Advertising, Advertising Technology, Commerce, E-Commerce, M-Commerce.

Educating consumers about Apple Pay will benefit marketers

Apple Pay is still a baby that is barely weeks old and still available only in the US, but its potential as yet another way of helping marketers reach consumers in bricks and mortar stores is huge.

Add in the possibilities to also link the payment functionality with Apple’s advertising platform iAd to enable consumers to buy products seen in mobile ads and the potential is great still.

So how is actual take-up faring? As yet another payment option for customers – where many have already tried...

By Liz Morrell, 08 December 2014, 0 comments. Categories: Commerce, M-Commerce, Mobile Marketing.