Victoria Greene says voice assistants and chatbots are much more than just the latest gadgets, they are changing the way we consume – and that’s an issue those who are currently evaluating their e-commerce strategy need to be aware of especially. Here, she takes a look at the latest trends affecting those who are selling online and offers her own strategies for success in the year ahead.
Natalia Selby tells how to assess whether your marketing is really working well for your business; she describes three simple strategies for checking and calculating campaign performance to ensure best use of budget and highest eventual ROI.
If you visit a website on your mobile phone and it doesn’t render correctly, it’s iritating – right? And it happens more than you think, as responsive web design on mobiles isn’t easy – even in today’s tech-driven world. So what should brands do to ensure the user experience isn’t spoilt by poor website performance? Eran Kinsbruner details a four-step strategy.
Zheng Zhang explores the evolution of the ad tech ecosystem and outlines key features of this programmatic era. He highlights the challenges many advertisers currently face when aiming to achieve secure and efficient ‘easy advertising’ and advises that specific, emerging technologies can be leveraged, to advance solutions and diversify the user experience in a highly saturated market.
Ranking high in search engine results pages (SERP) is important, but the main aim of your digital marketing strategy should be to leverage search engine optimisation in order to create real value for the user and to improve the user experience. Here are crucial SEO tips that explain how… and why:
Research shows that more than half of consumers stop buying after a poor customer service interaction and that 95% ‘share’ bad experiences – so what, if anything, are companies doing to stop customers ‘falling through the cracks’ in the multichannel experience brands are offering? And how can they improve that offering? Chris Robinson says they should start by looking to their lines of communication and ensuring their customers can easily reach them.
We are currently witnessing a period of immense change within marketing, says Anoma van Eeden. Consumers are far more aware of the ways in which brands are communicating with them and more savvy in determining and dictating their own customer experience – so here’s how the Mazda customer journey was made unique to the individual, bringing a fully connected and personalised experience.
Marketers need to ensure they reduce the hassle that often surrounds payment methods, to improve the user experience, says Shane Leahy – particularly now, as consumers often use two screens simultaneously; gamers, for example, who want to be able to download content via mobile payment while mid-game on their tablets.
Collecting and analysing marketing data takes humans a long time, but AI-enabled insight instantly identifies data patterns and enables marketers to match people to the products/services they want, at the right time and at top speed. So is 2017 the year AI becomes the age of acceptance for marketers?
Facebook and Google increasingly dominate the time people spend online and there are both pros and cons in this web duopoly. Verto Analytics’ Dr Hannu Verkasalo spells out the implications for data-driven marketers of having two such powerful internet giants.