Tag: marketing tech news

Internet Marketing

It’s finally time to ditch the vanity metrics – and focus on these measurements instead

Today’s marketers have oceans of data at their disposal that they can use to track a nearly endless array of metrics to measure performance. Being able to eliminate assumptions and objectively evaluate campaigns is something marketers have always wanted. If they’re going to use data effectively, however, they need to acknowledge that not all metrics are created equal.
Vanity metrics are exactly what their name implies: indicators that flatter marketers rather than honestly judge their performance. One might assume these metrics are rare, yet Gartner predicts 60% of CMOs will halve their analytics departments by 2023 because data isn’t delivering the intended value. The problem, most likely, is that marketers use data to produce vanity metrics instead of the insights they really need.
Email reply rates are a great example. No one denies

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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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Salesforce explores the rise of the connected shopper – and what retailers need to do

Retail continues to be an area where the consumer is king. Engagement channels are changing, tech-enabled customer experience has never been more vital, and the battle between traditional retail and online marketplaces is well and truly joined.
Salesforce’s latest Connected Shoppers Report aimed to explore the relationship between bricks-and-mortar and digital retailers – and found that while the former still has its place, the latter’s continued dominance is undeniable.
Of course, a trip down any high street in many countries would give consumers the ability to glean this information first hand. Yet the reasons why this is the case range across the entire customer journey, as well as touching on key demographics.
According to the research, 86% of shoppers purchase from retailers, brands and online marketplaces. Salesforce puts this understandable approach due

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How AI-enabled marketing can lower website bounce rates and improve accessibility

Marketers always strive hard to boost website traffic. A significant metric which quantifies the performance of websites is the bounce rate, indicating the percentage of users who leave without delving any further than the initial page.
In this context, it is important to understand web accessibility. The Americans with Disabilities Act (ADA) became law in 1990. It prohibits discrimination against people with disabilities and provides equal opportunities for accessing the web to all users.
Disabled users find it inconvenient to access disabled-unfriendly websites and their sessions naturally tend to bounce. A 2016 study from Click-Away Pound, a surveyor focusing on the online shopping experiences of people with disabilities, found that 71% of disabled customers with access needs usually clicked away from a website when they found it difficult to use.
These

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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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A whirlwind of emotions: The impact of consumer emotional states on search

Humans are not always wholly rational beings. That is not to infer that we are irrational, but simply that not every decision is based on a set of practical, logical steps. Often, our current emotional state has a huge part to play in how we behave at any given time. 
For marketers it is important to understand that many external influences can impact a potential customer’s emotional state – from the practical, like where they are in their purchase journey, to the incidental, such as a news event or the weather. Marketers can’t always anticipate what a customer’s emotional state might be at any given moment, but they can understand the cues. With the right indicators identified, marketers can develop creative and plan search strategies to effectively respond with

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We are at the tipping point in defeating mobile ad fraud: What more needs to be done?

Mobile ad fraud is an issue for everyone working in the programmatic industry, and it’s clear that there is an overwhelming tide of parties committing it.
Many sources suggest that 40% of a typical advertising investment ends up being fraudulent. Within this, global loss to mobile-based ad fraud is estimated to make up almost half of total digital ad fraud.
While there are some examples of ad fraudsters being fined or even jailed, more needs to be done to disincentivise and provide harsher penalties to those parties found to be committing ad fraud, including occurrences both in mobile apps and mobile ad networks.
Despite the sheer scale of the problem, we are better than we used to be. A range of new fraud detection technologies, collaborations and initiatives among mobile marketers and tech providers have

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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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Three ways you can use Google’s tools to dominate local search

Often, when companies think about search engine optimisation, it’s largely focused on determining where their business shows up on a search results page. While this is, of course, an important part of the equation, it also assumes that all search is the same. In truth, search results are not created equal — especially when it comes to those for local businesses.
Unlike companies that operate primarily online or have locations everywhere, local businesses tend to have different metrics for success. According to HubSpot, half of all people who make a local search visit a store they find in the results the very same day. This combined with another survey that says 61% of local searches result in conversions makes it easy to see the power of search in getting customers through the door.
That’s

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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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How digital continues to influence brand strategy in the travel industry

The travel industry is booming. As of February 2019, it was the second-fastest growing sector in the world, ahead of healthcare, information technology and financial services. There are a number of reasons for this. Millennials are growing in purchasing power—by 2020 their spending in the US alone will total $1.4 trillion annually—and already they spend $5,000 more per year on holidays than any other generation. They also take around 35 days of holiday per year on average.
But the rise of budget airlines has also democratised travel: the Guardian reported in July that at one point in time, you could fly from London Stansted to Düsseldorf for just £7.99—less than a day’s commute in London. This marriage of lower-cost travel and higher-earning young people could only mean one

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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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Why CMOs can show the route to a unified data approach within professional services firms

Business practices completely based on precedent can no longer be relied on with today’s market dynamics. The professional services landscape is increasingly client-centric, meaning organisations need to constantly evaluate their business models, leverage the data at their disposal and prioritise effective collaboration to remain competitive.
Deloitte’s recent survey of chief marketing officers revealed that many organisations are implementing artificial intelligence (AI) and machine learning in their marketing toolkits in order to drive collaboration that in turn drives results. However, the professional services sector is lagging behind with implementation.
Despite being viewed as trusted advisors, CMOs are not always the primary drivers of strategy and mission critical decisions. It is vital for professional services to unleash the full potential of modern CMOs, who can advance marketing from a supportive function to

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Nurturing your customers through powerful communications: A guide

Whether targeting a consumer via an email, SMS or direct mail campaign, the underlying goal for any marketer remains the same – to encourage each person to buy their products or services.
However, in a world dictated by online noise, how can a busy professional achieve the critical cut-through it takes to keep individuals motivated enough to engage with their online channels and continuously purchase from their organisation?
On average, it takes six commercial touches before a brand’s message convinces a customer to convert. Therefore, it’s not an overnight process – or often realistic – to think a sale can be completed from the very first touchpoint.
Marketing departments must come fully equipped with a ‘foolproof’ execution strategy – one which includes detailed phases nurturing an individual throughout a unique journey,

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Google says goodbye to the Average Position metric: What do marketers need to know from here?

In advertising, there are several key questions that are always bandied around: how are our ads performing? What’s the ROI like? Are we increasing brand awareness?
Marketers using Google Ads have been comfortable responding to these questions, often relying on the ‘average position’ metric but as of September 30 that metric was fully retired to make way for ‘prominence metrics’, made up of Impression Share and Impression Rate, which have been being phased in since November 2018.
If this development fills you with panic and like the vast majority of people on the planet you’re initial response is normally to resist change, don’t worry. It is possible to transition from one metric to the other seamlessly and without impacting success.
Why is ‘average position’ being retired?
The ‘average position’ metric let advertisers know where

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Facebook to follow Instagram and trial hiding likes: The next phase of social media?

Facebook is set to trial hiding likes from posts, the company has said, following on from tests conducted by subsidiary Instagram earlier this year.
The trial will be conducted in Australia initially and is based on positive feedback from mental health professionals around boosting users’ wellbeing. Users will still be able to see how many likes a post garnered if so desired.
“It really is just taking that number out of the equation, so that people can focus on the quality of their interactions and the quality of the content rather than on the number of likes or reactions,” Mia Garlick, Facebook Australia’s director of policy, told The Guardian.
There is no indication that the test will reach beyond Australia for now; as reported by the New York Times, the company

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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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Why it’s good to get obsessed about your customer service

Digital channels have become more pervasive for personal communications. Businesses realise they can use them in different ways to influence buyer behaviour, and marketing departments have slowly begun to add digital platforms to their technology stacks.  But with so many choices, the power has shifted to the customer, allowing them to control how, when, and where they want to interact with you.
Look at how many ways younger generations communicate with friends, family and colleagues. Why should it be any different for the companies and brands they engage with? The fact is, younger generations refuse to change the way they interact, to fit the mould of the past. 
If we look at the evolution of customer service from the sixties to today, initially the only way a customer could contact

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Is pre-emptive shopping the next step in personalised eCommerce?

In the age of the customer, personalisation is a more pressing need than ever before. In the age of data, it’s becoming increasingly possible to feed that need. Indeed, data-led personalisation is one of the hottest trends in ecommerce.
But are we getting ahead of ourselves? A new wave of customer-led personalisation known as pre-emptive shopping suggests so.
What is pre-emptive shopping?
Pre-emptive shopping is a customer-led personalisation opportunity powered by automation software. It allows customers to automate their shopping experience for personalised results.
One example of this comes in the shape of the Tesco and IFTT partnership, which allows customers to create convenient shopping ‘if’ rules. (For example: if my favourite brand of chocolate is on offer, add it my basket.)
In other words, pre-emptive shopping lets your customers

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CMOs lacking confidence in their abilities but they deserve a boardroom seat, report argues

You’ve heard of the concept of ‘impostor syndrome’ – but does that feeling still pervade when you get to the highest echelons of your profession?
According to a new study from Deloitte, CMOs periodically suffer from a crisis of confidence – although the good news is that the C-suite has plenty of faith in their abilities.
The report, which surveyed 575 C-suite executives at Fortune 500 companies and as reported by Harvard Business Review, found chief marketers were uncertain across a variety of fields. Only a third (32%) of CMOs polled said they were confident in their abilities to initiate collaborative efforts and establish an understanding of the customer. The number drops to 27% when it comes to that old bugaboo, demonstrating financial impact of marketing activities.
Yet CMOs should not

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SocialPubli: On the importance of micro-influencers and getting influencer marketing into a wider campaign

What do you think of when you hear the term ‘influencer’, or ‘influencer marketing’? The chances are that it’s someone who is either famous for being famous, or a bona fide famous person making a killing from some soulless shilling. Either way, you may wonder: just how are they getting the ROI from this?
At DMWF Global in London back in May, accounting software provider Sage made an interesting point. Could you name any big influencers in the accounting space? Assuming most people probably couldn’t, the company instead went down the route of employee advocacy for greater social engagement.
If you agree that a big influencer is not for your brand, other options are however on the table. Micro-influencer marketing is, as the name suggests, where brands will partner with

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Brands and influencers still at loggerheads over campaign control – but progress is being made

How much influence should an influencer have over the material they push? A new study from Takumi has found that half of marketers polled want complete control over influencers’ marketing posts.
The report (pdf, email required), which polled a mix of more than 4,000 consumers, marketers and influencers across the UK, US and Germany, found something of a disconnect between marketer and influencer trust. 86% of marketers polled suggested they trusted influencers, yet Takumi – an influencer marketing platform, it must be noted – suggested brands were likely to ‘stifle results by controlling the creative process.’
Influencers, the report agreed, are facing more scrutiny than ever. When Marissa Casey Grossman (nee Fuchs) unveiled her ‘surprise’ engagement on Instagram in June which was in eventuality a series of carefully-orchestrated stunts pitched

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Artificial intelligence can bring marketing and sales closer together – and improve the buyer experience

B2B buyers’ purchasing criteria are changing and their expectations are now higher than ever before. As the B2B sales cycle gets longer and more complex, sales and marketing need to be more strategic in how they approach, persuade and nurture their prospects and customers. Whilst having a great product at the right price point is certainly important, it doesn’t guarantee success and today’s buyers are looking for more than just a one-stop-shop sales pitch.
A recent study found that 81 percent of B2B buyers now make purchase decisions based on buying experience, rather than product or price. These modern buyers expect a personalised experience with relevant content throughout the purchase journey, regardless of whether they’re doing their own research or engaging with a salesperson. But in most cases, organisations

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