Tag: Market economics)

Internet Marketing

IT versus marketing: Why blame culture is causing retailers’ budgets to go down the drain

To thrive in the fast-paced, cut-throat environment that is eCommerce, retailers must be agile and able to adapt and transform quickly when technological advances or customer trends demand it. The market is filled with stiff competition, and as we continue to shift into an increasingly customer-centric landscape, where personalised experiences have quickly become the bread and butter of today’s eCommerce sites, retailers are investing in projects that help them to meet customer demands and remain competitive.
Without a doubt, digital has completely revolutionised the way we shop. However, one quick glance at the daily headlines, and it’s clear to see that apart from a few exceptions, the British retail sector is struggling to keep pace. In fact, according to a recent study conducted by Greenlight Commerce, British retailers are

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How ‘digitally mature’ retailers can stand the test of a digital-first marketplace

Let me start by defining ‘digitally mature’ retailers. They have a solid commerce platform that enables new and existing customers to easily find products on the device of their choice – and ensures that promises regarding delivery, pricing and availability can be consistently met. But the advantages of this type of platform are huge for business intelligence. It allows a business to collect insightful customer data, process it faster and adapt to meet evolving customer demands.
Here are the four technologies, all widely known, that are essential for retailers to plot their commerce journey and stay ahead of the digital curve going into the next decade.
Product information management
An effective PIM system has the potential to save businesses time, money and energy. PIM enables businesses to collect all information and

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MuleSoft notes how the ‘coherence economy’ can salvage disconnected customer experiences

It is the mantra of all marketing professionals and the reason they get up and go to work each day: to build the greatest customer journeys they can. This is naturally easier said than done; depending on where your organisation is on its path you may have to knock down a series of silos before you can embark on the path of building seamless customer experiences.
Yet a new report argues this process is going slower than many organisations would want. The study is from application network platform provider MuleSoft, who argue that ‘organisations must deliver the connected experiences consumers expect or risk losing their loyalty and business.’
The research, which polled more than 9,000 consumers across seven countries, found more than four in five (82%) respondents had seen a

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The Undeniable Influence Of Colors In Marketing (And How To Use Them)

How many individual pieces of content marketing have you seen so far today?
If you’ve spent any time on the internet, the answer is probably somewhere between “thirty-something” and “far too much” – there’s a reason for it.
Marketing is everywhere, from our social media accounts to Google searches to even our email inbox. We are surrounded by a plethora of content (websites and apps) that demand our attention. And that’s just considering online content!
Understandably, that creates a conundrum for marketers. How can you make your own marketing stand out from the crowd or how do you increase your website engagement with all the competition out there? And how can you get – and keep – the attention of your potential clients?
One of the biggest factors in marketing that works

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Internet Marketing

The requirements for brands looking to build the new in-house marketer

As the marketing game changes, so must the players. Under growing pressure to effectively navigate an increasingly complex operating landscape – while doing more, with less – many brands, big and small, are considering if in-housing could be the solution to restoring the control, confidence and cost efficiency they so sorely need for the future.
However, in-sourcing the marketing function is not that simple. With no set model for in-housing – and every brand requiring a unique solution – those brands that do want to create their own in-house team are building the future of marketing for their business.
To do that they need to start by building the right talent and culture – brands need to change their approach to recruitment if they’re to assemble the talent they need

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5 Simple But Effective Ways To Market a Services Business

In the ever-changing world of marketing, businesses are always on the lookout for new, and innovative ways to sell their products to a broader audience. At times, service-centric companies find themselves overlooked in a sea filled with organizations advertising products.
Well, simply put, marketing a service is no easy feat. The most obvious problem being the lack of physical evidence – how do you promote something that isn’t tangible? How do you convince an individual to invest their time and money in an object that they can’t see or feel? The grey area that lies between selling the invisible is precisely where the great conundrum of the marketing world lies.
However, to make the process of advertising promising and ideas a tad bit easier, we’ve compiled five excellent tips that’ll

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Gartner gloomy on brand management as marketers say they struggle with multiple facets

In July, Teradata chief marketing officer Martyn Etherington wrote for MarketingTech that “regardless of industry, size or standing, building and maintaining a brand remains the biggest challenge facing any CMO.” With this in mind, a new report from Gartner has put across just how difficult this is.
The analyst firm’s Brand Survey 2019 has found more than one third of the almost 400 marketers surveyed struggle with managing a global brand. The same number say they have concerns with keeping their brand relevant, while 30% struggle with creating a compelling brand vision.
Gartner quizzed marketers across a variety of metrics, such as communicating the value of their brand to internal stakeholders, managing a portfolio of multiple brands, and connecting their messages with their organisation’s values and culture. In each case,

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Show and sell: The art of brand storytelling through content and influencers

Today’s consumers have trust issues. Wise to the tactics of marketers, they’ve become immune to most forms of digital advertising. Instead they look to peers, influencers, and online reviews to help them make purchasing decisions — and who can blame them? We don’t hop online in search of the next great advertisement; we’re looking to solve problems, explore the world, and make meaningful connections.
How can brands keep up in a digital landscape where consumers constantly swerve the companies trying to reach them? How do they make meaningful connections in a world where thirty-seven percent of consumers feel more disconnected to companies now than they did two years ago?
The answer is simple: Tell a story. Every brand needs one.
There are two reasons why. One, the marketplace is more crowded

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How I Improved The Memorability Of My Brand With This Simple Change

Brand…
What does this word mean to you?
A brand is recognizable. Memorable. Trustworthy.
Brand’s penetrate society at every level. They create trends. Influence lifestyle. Determine spending patterns.
As much as we convince ourselves we are in control. That we rationally determine our journey in life, the things we do, and the products we buy.
It’s the brands that truly have control.
So, how do you build a brand that penetrates society’s skeptical guard of trust? (Or lack thereof)
The truth of the matter is, powerful brands are complex. They are not just a name, a product or a slogan. A brand is all of these things and more.
Brands are multi-layered with much of their meaning lying below the surface. We see the tip of the iceberg, while the mechanics of the brand are hidden

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Internet Marketing

For consumer choice paralysis, conversational commerce may be the answer

Regardless of industry, consumers today are faced with an overwhelming array of choice while shopping. When faced with so many options, most consumers fall victim to ‘choice paralysis’, which describes the moment when we are faced with more possibilities than we can easily comprehend.
This phenomenon results in low purchase decision confidence and frustration – and in the worst case – feeling unable to make a decision, meaning no action is taken at all. For brands and retailers choice paralysis translates as abandonment. So, how can you balance the discerning consumers’ need for choice, with providing a customer experience that delivers what they want, at speed and scale?
Delivering what consumers want
Our latest research reveals that with more choices available, consumers increasingly expect the brands and retailers they interact with

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How To Write Email Marketing Copy That Converts Like Crazy

Are you ashamed of your email marketing campaigns?
There’s nothing worse than seeing a digital campaign become stagnant. While it’s easy to set up a sales funnel, or create a newsletter, and start building your list of subscribers. That’s not a success.
Success is turning these curious prospects into engaged customers. And if you’re not cultivating lasting relationships with your email subscribers, you’re failing.
Knowing how to effectively persuade and influence your email subscribers in a way that makes them take the next step in their customer journey is vital.
One of the most common ways to monitor the success of an email marketing campaign is through the conversion rate. This is the percentage of your email recipients who open the email, click through to your website, and complete a set desired

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The Undeniable Power of Business Promotions For Driving Growth

Are business promotions really beneficial online?
Marketing dates back to ancient civilizations before newspapers, television, radio and of course, the internet was created. At that time merchants and workers were advertising their products and services differently, trying to catch the attention of passers-by with interesting and eye-catching signs. Since then, marketing and advertising have developed in multiple ways but different types of business promotions have always been part of it.
Buy two items for the price of one, buy a new TV and get a discount for a new mobile model, get a 25% off coupon and so on. We have all seen and heard of such promotions, some of them were appealing and were bringing added revenues to the companies and some of them failed completely. Despite this, there

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Whether in-house, outsource, or anything in between, agencies can – and do – help

Programmatic is now mainstream – expected to account for almost 90% of digital display ad spend in the UK next year – so brands naturally want to understand it better and gain more control over how their advertising budgets are spent.
To achieve this greater level of understanding and control, many brands are taking steps towards in-housing programmatic. An IAB study conducted across multiple European markets revealed that 86% of programmatically active brands already have some in-house capability. As well as providing the opportunity to learn about the programmatic space, in-housing can enable brands to standardise part of the stack, retain control over their valuable first-party data, and own direct contracts with technology vendors such as demand-side platforms, ultimately increasing transparency.
But, first, we need to be clear:

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How to define your social media strategy – in six simple steps

Social media is an immensely powerful tool that, when used correctly, can increase brand awareness and perception, grow a loyal customer base and demonstrate an ‘always on’ customer service.
However, in order to have an established, consistent and successful presence online, there must firstly be a strong strategy in place. Otherwise organisations are missing out on a huge opportunity, and the competition is likely to take full advantage.
But what should marketing managers, and their teams, be aware of when compiling a strong plan for their digital activity? A good place is to begin with these six simple steps.
Assessing competitors’ content
As with the beginnings of any great marketing project, when it comes to planning, research is key. And, a great place to start is by analysing what’s already out there.
Considering

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Reappraising ‘matching luggage’: How creative consistency could supercharge your campaign

“Short-termism” is currently a growing concern in the digital advertising business. While explicit measurement was the promise of digital advertising a decade ago, that same capability has driven a focus on short-term ad impact metrics, i.e, efficiency over effectiveness. 
Measuring campaign effectiveness is an essential part of digital advertising; but it’s also one of the most challenging. Not only this, but with more and more questions being raised about the true value of current methods such as click-through rates, it could be time to consider setting a new industry standard.
Finding an alternative
So, what could this new standard look like?
Over the past decade Inskin has found that attention – defined as visual engagement – is the most potent measure of ad effectiveness. Working with eye-tracking specialists Lumen Research, we have

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How artificial intelligence drives genuine ROI from real customer feedback

Artificial intelligence is transforming the effectiveness of marketing, using insights extracted from content contributed by customers in reviews and surveys.
Until now, however, it has been tough for marketing departments to convince sceptical boards of senior directors that this is an area deserving of investment. What has changed is the ability to demonstrate direct ROI from the use of these insights. Ears prick up when it’s explained how AI generates increased individualisation and potentiates the impact of marketing, leading to substantial increases in retention.
As is often quoted, it costs five times more to attract a new customer than to retain one and a five per cent increase in retention can deliver substantial revenue increases.
AI turns real feedback from real customers into a goldmine
The gains flow in when an organisation

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7 Actionable Steps to Convert Social Media Followers to Buyers

Are you actively trying to convert social media followers into paying customers?
Do you see an ROI from your social media activity?
Social media is a fantastic digital marketing asset that can quickly skyrocket your business if you use it correctly. It is among the best marketing assets that will enable you to increase your visibility, brand awareness, and create an outstanding online presence.
If you have a growing following on social media, it means you have a group of potential customers waiting to be engaged with.
However, are you making the most of your followers to increase your return on investment (ROI)?
You don’t need to answer that question, instead, contemplate on it as I provide seven action steps that will help you convert your social media followers into paying customers.
Let’s get started…
1.

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How to Revive a Stagnant Digital Marketing Campaign For Your Business

There is a real fear in knowing that your business and your marketing campaign may have a finite existence.
Nothing lasts forever (except that adage, apparently).
It’s a difficult thing to come to terms with finality and even the most stubborn of us have to accept it eventually. But then, there are those among us who don’t only have a fighting spirit, they ARE the fighting spirit. And for this rare breed of person, the thought of simply backing down is unacceptable.
Every marketing campaign brings with it its own set of challenges. Each is its own unique case and thus, a cookie-cutter solution simply cannot work. Every unique problem requires a unique approach. And while there is a set of mainstay marketing tricks that every campaign utilizes, there will always

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6 Simple Strategies To Turn Your eCommerce Business Into a Conversions Machine

The following is adapted from Faster, Smarter, Louder: Master Attention In A Noisy Digital Market.
Many optimization strategies apply equally to both service-oriented and eCommerce businesses. However, when it comes to digital marketing strategy and getting customers over the finish line, eCommerce requires its own distinct approach.
Here are six best practices that address eCommerce’s unique challenges and help businesses improve their conversion rates:
Bundling, Cross-Sells, and Upsells
One of the main goals of eCommerce is to increase a person’s average order. The chief ways to accomplish this are bundling, cross-sells, and upsells.
Making these suggestions is pretty straightforward. At the point of purchase, simply say something like, “Look, these products are often bought together,” “You could increase to the next size for X amount of dollars,” or “Customers have purchased this product

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Beyond the blacklist: The best tools you need to ensure brand safety

With the recent announcement from Google that YouTube might never be 100% brand-safe, brands are once again being forced to grapple with the thorny issue of brand safety.
Blacklists have emerged as the most popular tool for dealing with the most common concerns, being used by over 60% of marketers in the last year. While this approach does effectively insulate brands from unsafe environments, many have found it also acts as a barrier between themselves and potential audiences, reducing reach and ad-spend ROI.
Thankfully, the wide range of alternative tools available to marketers means that it is entirely possible to ensure brand safety without limiting your reach in the process. The focus for brands needs to be on educating themselves about which tools will work best for them. Brand

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Why cleaning your brand’s data is to key to improving accuracy and relevance

The goal of marketers is to provide customers with an outstanding experience that delights at every touchpoint and exceptional enough to ensure each individual’s journey ends with a purchase. But sometimes, we find that even when marketers think they are putting their best foot forward, some customers never respond.
Are brand marketers missing the mark? Or is their brand’s poor data-keeping practices preventing them from even reaching their customers in the first place?
There are a number of reasons behind why many communications remain unseen and unacknowledged.  Maybe a customer’s information has changed, or maybe brands are sending messages via channels unused by the proposed recipient. Perhaps a brand’s protocol is so unstructured that is appears as spam and goes straight into junk mail.
A recent report from McKinsey highlighted

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3 Major YouTube Marketing Trends You Need to Know in 2019

Most marketers know the value that social media can bring to the business and website they’ve created.
With over 3.5 billion daily users on social media, you already know your target audience is on there talking about their experiences and discussing their favorite products. It’s also become a popular way of handling customer service issues and speaking directly with brands.
Now more than ever, customers and businesses are communicating one-on-one and using social media to do so.
An ever-growing method used by brands and customers to connect is through YouTube, which has sparked a rise in video marketing to appeal to different audiences. The platform boasts more than 1.9 billion logged-in users each month and those numbers continue to rise along with its popularity.
With all that traffic, your business is sure

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A guide to campaign tracking for simple and stress-free analytics

Any business that wants to be successful needs to know which marketing techniques are effective to their customers, members and target audience. Without this knowledge, it’s impossible to know whether your marketing campaigns are effective or if they are simply wasting your time and money.
Which means that campaign tracking is a fundamental part of digital marketing reporting, and if you’re not doing it, or doing it incorrectly, then you may end up using your budgets for activity that doesn’t give you a return on your investment.
At Filter Digital, we spend a lot of time working with marketing teams and educating them on the correct way to setup campaigns so that they can track spend, conversion and return.
We help them to understand by tracking a campaign, you can “follow

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Personalisation strategies analysed: Potent brand messages found – if not 100% hit rate

To personalise, or not to personalise? Even though it’s phrased as a question, personalisation may seem more of a proclamation today – and while only half of consumers are actively signing up for a personalised experience right now, the numbers are only going to go up.
The latest study from Periscope By McKinsey, which polled more than 2000 consumers spread across France, Germany, the UK and the US, found brands who were already trusted by users were more likely to be given permission to personalise. Yet not everything is hitting the spot; approximately two in five users overall said most messages they received still felt like mass marketing that ‘wasn’t created with them in mind.’
The material deemed most likely to make it focused around messages about products relating to

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