Omni-channel marketing: Where does mobile fit in?

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Omni-channel marketing is the practice of ensuring that the customer experience remains exactly the same whenever and wherever consumers come into contact with a brand, whether on mobile, online, in-store or while looking at a billboard. It aims to ensure a seamless, integrated customer brand experience regardless of channel.

In 2015 mobile will continue to be the fastest growing digital advertising format. In fact, research firm eMarketer last year estimated that spending on...

Why shoppers love personalised marketing

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It was a marketing tactic that when first introduced often freaked internet shoppers out. Although product recommendations still surprise some consumers, most have realised that this is not some big brother happening, but a modern marketing technique that can benefit them.

Evidence of this trend can be found in new research that shows how shoppers are increasingly appreciating it, in the US at least. The survey asked US consumers about their views on personalisation and...

By Liz Morrell, 22 January 2015, 0 comments. Categories: Data-driven marketing, Data Science, Email marketing, Personalised Marketing.

The continuing failure of the mobile media channel

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Somebody told me five years ago that “this is the year of mobile or if not this year it will be next year – maybe”.

As a person on the go I like mobile, but to me the mobile media of today is like most other trending, shape-shifting and emerging media, a single legged stool. Interesting to look at and discuss, but tough to actually use.

I wonder if mobile, when looked at as a single-source media (and maybe only partially mobile – it all depends on how...

By Thaddeus Kubis, 21 January 2015, 0 comments. Categories: Commerce, M-Commerce, Mobile Marketing, Personalised Marketing.

Consumer handset manufacturer demographics reveal mobile ad preferences

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Ensuring engagement of mobile ads can be tough but new research from Opera Mediaworks claims that users’ preferences can be identified simply from the handsets they own. It claims that user traits and personalities differ according to brand but that each handset defines their app and mobile web-browsing habits, making targeting of ads a little easier. 

The research, which forms part of the UK Mobile Audience Insight report from Opera Mediaworks, showed that...

By Liz Morrell, 21 January 2015, 0 comments. Categories: Commerce, M-Commerce, Mobile Marketing, Personalised Marketing.

Mobile in omni-channel marketing: A purpose-driven design paradigm

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Janet, a working mother who is elbow deep in household chores, suddenly remembers that her kitchen has run out of cereal. She quickly grabs the tablet lying nearby, and adds cereal on her tablet app, knowing it will sync with the mile-long shopping list she was already building on her smartphone. She loves how she can pick up the experience exactly where she left off, regardless of the place or time. Almost like a conversation with an old friend.

Now, there is a marketer who is...

New research highlights why retailers need a robust m-commerce strategy

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There was never much doubt that mobile commerce was set to take off in a big way in the last year or two. But what has perhaps come as a surprise is just how comfortable users have become with their devices.

Mobile now contributes more across the whole purchasing funnel, with smartphones now overtaking tablets to generate more transactions, according to the first quarterly State of Mobile Commerce report from Criteo.

The research shows that understanding cross-device behaviour will...

By Liz Morrell, 13 January 2015, 0 comments. Categories: Commerce, M-Commerce, Mobile Marketing, Personalised 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...

Why 2015 will be the year of the customer

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As 2014 came to an end, out trotted the year of the horse and shepherded in is the year of the goat according to the Chinese zodiac, that is. By comparison, the advertising tech calendar has its own oft-debated emblems - can you recall each time the year of the mobile was announced?

This new year, I’d like to take a stab in shaping our calendar based on a year’s reflection, a quick study of the LUMAscape movement and an ear to the ground for what is to come.

If 2014...

Mobile’s dual personalities

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Mobile has emerged like a juggernaut. It has smashed both the public’s and business’s perception of computing and transformed a gadget into something more akin to a life support system. Yet mobile devices and the software they run exist in parallel worlds.

There is the “just like a computer or TV only smaller” contingent, which is mostly B2C. There is the “gateway to the enterprise” market, which is pretty much all B2B. And there is the B2E...

Businesses must stay ahead of EC Data Protection Reforms, warns IAB

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It may have been a rather long-winded process but the European Commission‘s Data Protection Reforms could move forward dramatically this year and businesses must begin to prepare for the changes they will bring, according to the Internet Advertising Bureau UK (IAB).

The EC originally put forward proposals in January 2012 to harmonise the existing patchwork of different data protection rules across the continent, and replace what is now a rather outdated UK Data...