Category: Data Driven Channels

Examining shopper habits, from promotion to devotion – using on-pack promotion to drive loyalty

Post author By Joanne Kimber
Post date 23rd March 2018

A bespoke consumer survey among 1,000 UK shoppers has studied the impact of on-pack promotions. Consumers were asked what makes brands more attractive to them, how they redeem promotions and what impacts their loyalty. The findings provide invaluable insights for brands wanting to create winning retail strategies in the ever-evolving digital age and to drive loyalty. Joanne Kimber examines the details.

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Tags CRM, customer loyalty, e-commerce, e-retailing, online retail, Promotions, retail

Americas Data Driven Channels Global Insight USA

What does the local search industry look like in 2018?

Post author By Jamie Pitman
Post date 22nd March 2018

A survey conducted by BrightLocal among search professionals in the US has revealed key findings – such as growing optimism for this year and going forward. Jamie Pitman examines the details and compares revenues of agencies and freelancers, as well as looking into the most in-demand services asked for by local search industry clients.

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Tags content marketing, Google Search, mobile search, Search engine marketing, search engine optimisation, SEO, social media, video marketing

Best practice Data Driven Channels Europe Global UK

What you must do to your website to generate B2B sales leads – part 2

Post author By Bob Dearsley
Post date 20th March 2018

Bob Dearsley brings the second in a three-part series of articles looking into how businesses and marketing managers can generate prospect leads and B2B sales through website optimisation. This article looks specifically at website design and structure to encourage engagement.

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Tags B2B, B2B marketing, customer experience, customer experience management, e-commerce, website analytics, website design

Best practice Data Driven Channels Europe Global UK

What you must do to your website to generate B2B sales leads – part 1

Post author By Bob Dearsley
Post date 13th March 2018

Does your website generate B2B sales leads? Bob Dearsley brings the first in a three-part series of articles looking into how businesses and marketing managers can trigger prospect leads through website optimisation.

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Tags B2B, B2B marketing, customer experience, customer experience management, e-commerce, website analytics, website design

Data Driven Channels Email Global Insight

Five top email campaign opportunities and how to implement them

Post author By Guy Hanson
Post date 7th March 2018

Marketers love email because it works – researchers tell us that open rates, click rates and, most importantly, conversion rates are up and are driving ROI . . . proving that consumers also love it. Yet, surprisingly, some companies are not using this channel well enough to make the most of email campaign opportunities. Guy Hanson has a handful of ways to boost your brand’s email performance. Check them out:

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Tags brand loyalty, creative, customer engagement, customer loyalty, data hygiene, discounts, email deliverability, email marketing, marketing campaigns, mobile marketing, personalisation, Promotions, TripAdvisor

Best practice Data Driven Channels Global

The 6 best SEO practices for WordPress blog posts

Post author By Jay Kang
Post date 6th March 2018

You have written an article for your website and now you hope that blog you post will attract and engage visitors. Make sure it does by deploying the best SEO practices, says Jay Kang – who details how careful use of WordPress and search engine optimisation can boost your site’s rankings and ultimately drive more people to your e-shop window.

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Tags blogging, content management, content marketing, Google Search, keywords, Search engine marketing, search engine optimisation, SEO, Wordpress

Best practice Data Driven Channels Europe Global UK

Ethical design in online retail: let’s leave dark UX patterns behind

Post author By Hilary Stephenson
Post date 1st March 2018

For long-term business profitability, e-retailers aim to encourage repeat custom by providing visitors to their websites with a simple and efficient user experience (UX). But not all online strategies are completely ethical, says Hilary Stephenson – some deploy psychological persuasion techniques, such as scarcity ‘offers’ or unclear signposting. She cites e-commerce research that reveals some larger organisations – such as fashion brands – have used ‘dark UX’ website design patterns to prompt ‘fear of missing out’ impulse buys. It’s not a good look for the e-retailer, she says, and explains why.

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Tags Amazon Prime, consumer behaviour, customer journey, psychology, user experience, UX, website analytics, website design

CRM Data Driven Channels Europe Global Insight UK

Personalised customer loyalty schemes are ‘the route to retail success’ – case study

Post author By Rob Meakin
Post date 27th February 2018

Using the example of a food chain based in the north of England – that offers the hugely popular and now famous Yorkshire pudding wraps – Rob Meakin details how well personalised customer loyalty schemes can work and how shoppers expecting speed, efficiency and simplicity in every step of their retail experience can tap into a ‘membership economy’.

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Tags Amazon, Amazon Prime, CRM, customer loyalty, customer relationship management, email marketing, mobile apps, online shopping, personalisation, social media

Best practice Data Driven Channels Europe Global UK

#NoFilter along the red carpet: should live events embrace a social media switch-off?

Post author By Hannah Farrell
Post date 26th February 2018

How many times have you sat behind someone at a major event whose mobile phone is aloft, masking your view, streaming the content to an absent audience? Live events – such as conferences, fashion shows and concerts – should ideally be a mix of physical and digital experiences, says Hannah Farrell – hugely aware of the value of social media for events promotion. But how would brands and events organisers balance the wider and welcome sharing of their content with a sympathetic social media switch-off for real-world events’ ticket-holders? It’s not a quandary, if applied in the right way…

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Tags augmented reality, digital marketing, events marketing, Facebook, Instagram, mobile, mobile technology, smartphones, Snapchat, social media, twitter, virtual reality

Best practice Data Driven Channels Email Europe Global UK

Raise revenues with ratings and reviews in your email marketing – leverage social proof

Post author By Mike Austin
Post date 20th February 2018

The way we buy products and services changed forever when the internet was born. In the ensuing 35 years or so, e-commerce has transformed how shoppers make their purchase decisions, with so many of them now relying on the advice and recommendations of their peers – whether they are friends, relatives or even complete strangers. It’s called third-party endorsement, or social proof. Here’s how to make that work in your favour and how get the best for your business via email marketing via ratings and reviews:

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Tags consumer reviews, consumer trust, e-commerce, e-retailing, email marketing, influencer marketing, psychology, social proof