Tag: Business economics

Internet Marketing

Six killer marketing metrics that really matter: Segmentation and engagement

The life of a digital marketer is rarely straightforward. Whilst other communicators may perhaps argue it’s easier for their digital peers to evidence ROI, those within the world of email marketing, for instance, may be quick to defend their position. Because yes, they have a wealth of metrics at their fingertips, but it can be difficult to know where to start. Death by data anyone?
Focusing only on open and click rates?
In his book How to Win Friends and Influence People, Dale Carnegie said: “You can make more friends in two months by becoming interested in people, than you can in two years by trying to get other people interested in you.” And this quote tells marketers a lot too.
Rather than focusing on what is arguably a vanity metric like

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Internet Marketing

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 sales tend to think of their websites as ‘showcase’ pages at the early stage of selling and they focus on other channels such as email and events as key channels during the later stages. The real disconnect highlighted by the study is that customers still value company websites as a critical touchpoint throughout the buying journey — all the way to closed or won.
They key takeaway? Don’t underestimate

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Internet Marketing

Opinion: Building a marketing organisation that drives growth today

From the rise of online shopping channels to ad campaigns created for an audience of one, consumer marketing has changed more in the past ten years than it did in the previous 30. Despite that level of change and disruption, if you had put a few typical marketers from the 1980s into a time machine and sent them into the marketing departments of today, they would probably feel right at home. There might be a new IT department and a few other changes, but the job titles, structures, approach to performance management—even the vocabulary—would be remarkably familiar.
That’s not a good thing. The truth is, while the proliferation of new channels and technologies has dramatically changed the environment in which marketers operate, the way they organise and approach their tasks

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Internet Marketing

Walk before you can run: Start small and smart to get data-driven marketing right

A recent study found just two percent of companies are classified as best in class when it comes to data-driven marketing, and another discovered only a third (32%) have a clear view of the customer lifetime value. Clearly, the rising number of consumer touchpoints are not only bringing with them huge scope to improve reach and engagement, but also overwhelming amounts of fragmented data that are proving hard for marketers to decipher.
Effectively analysing data to understand the customer is essential to delivering impactful experiences, as 65% of marketers worldwide agreed. But when this means spending significant time and resources to gain a clear view of all this data and what it actually means, many are lagging behind in creating actionable and effective insights.
But does this have to

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Internet Marketing

10x Your Product Launch Effectiveness With These 5 Proven Viral Marketing Techniques

Ready to launch a new product? You’ve already done the hard work, now all you have to do is put it out there, right?
Well, not exactly.
The truth is, knowing how to launch your product may be the hardest part of all.
Where you launch it and how you market it can be the difference between utter disappointment and raging success. Today we’re sharing 5 proven viral marketing techniques to 10x your product launch effectiveness.
We’ll skip the obvious tactics like focusing on content marketing and social media marketing. Instead, we’re going to focus on actionable viral marketing tactics that will help you reach your target market as fast as possible.
1. Exponentially scale brand awareness with viral referral campaigns
Long before the days of digital marketing, companies relied on good old fashioned

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Internet Marketing

How the concept of ‘unified commerce’ helps retailers avoid the pitfalls of omnichannel

Access to a wider range of products at the touch of a button and receiving highly personalised shopping recommendations based on past buying habits has led to a major shift in customer expectations. Today’s customers expect, as standard, a highly responsive, top quality service from retailers across all available channels.
As the volume of goods sold online continues to rise, UK retail stores on the high street look set to shift from holding large volumes of stock towards being more of a physical showroom for online outlets.
Tackling retail industry challenges
The increasing dominance of internet retail sales necessitates a strong online presence for all retail businesses. This in turn requires a reliable eCommerce platform. Despite a strong level of investment and willingness to adopt emerging technologies in the retail sector,

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Internet Marketing

How to Leverage YouTube Influencer Marketing to Increase Sales

Video marketing helps you generate more high-quality traffic, increase brand visibility, and credibility.
In fact, 84% of marketers reported that videos helped them increase the traffic to their websites. Naturally, marketers are trying to leverage the power of videos and the potential that video marketing carries.
YouTube is an amazing platform to post and distribute high-quality content that can do wonders for your brand. The platform has more than 30 million daily active users and 1.9 billion monthly active users. 300 videos are uploaded to this platform every minute.
So, you can imagine how challenging it can be to stand out among others and get the attention of your audience. One of the best ways to do this is to collaborate with popular YouTube influencers in your niche.
There are many ways

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