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.

EBay accuses Amazon of poaching third-party sellers for its Marketplace

In a clash of the e-commerce titans, online auction platform eBay has accused Amazon of poaching sellers through its internal messaging system.

Calling the alleged scheme “unlawful” in a statement, the platform has issued a cease and desist letter and cautioned that it would take “appropriate steps” to protect itself from the activity.

According to a report by the Wall Street Journal, eBay began to take action after discovering that more than 50 Amazon sales representatives had sent...

By Mark Jones, 04 October 2018, 0 comments. Categories: Advertising, Commerce, E-Commerce.

E-commerce sites focused on returns visits ‘thundering ahead’ of competitors

Getting a customer to your site once is a small feat, but if you want to survive in today’s crowded world of e-commerce, return visits should be your top priority.

A global study of 250m e-commerce websites and €500m (£444m) in online revenue by Wolfgang Digital demonstrates the importance of this in a market where conversion rates stand at a razor-thin average of just 1.8%.

The headline is high return visits lead to higher...

By Mark Jones, 28 September 2018, 0 comments. Categories: Commerce, Customer Experience, E-Commerce.

Why brands are going wild for Amazon advertising

It’s pretty clear that Amazon is on a monumental roll. The company’s growth is staggering, showing a 39% year over year increase in net sales, a 12x jump in earnings per share (EPS), and over 100m Prime subscribers globally in Q2 2018. There simply isn’t another e-commerce company with the same market presence and influence over the customer journey.

A hub for lower-funnel customer demand

By Brian Finnerty, 26 September 2018, 0 comments. Categories: Commerce, E-Commerce.