Analytics, Conversion Optimization, Digital Media -
Marketers who only credit the last click as the reason for their marketing success are doing the rest of the brand interactions a huge disservice. Called last-click attribution, it’s a myopic outlook that is just as shortsighted as crediting signage outside a store as the only reason someone entered the store and made a purchase. [...]
April 16, 2013
Analytics, Conversion Optimization, Digital Media -
It’s a fact that cloud-based applications provide marketers with access to large volumes of data. What the cloud often obscures is the fact that this accessibility does not necessarily equate to producing data of utility or value. Quantity does not equal quality. Measuring the return on marketing investment (ROMI) of collecting this mountain of data [...]
April 12, 2013
Conversion Optimization, Digital Media, Mobile, Search Engine Marketing, Shopper Marketing -
Research from Google/Nielsen and a separate report from Pew Internet suggest that marketers are very likely under-investing in mobile search. While measurable conversions are difficult to tie back to smartphones and only large campaigns can do split tests to ascertain how much a smartphone search experience has on influencing a sale – it’s well known [...]
April 10, 2013
Conversion Optimization, Digital Media -
Big Data is a priority for a broad range of industries, but capitalizing on it is still beyond the grasp of most marketers. According to a Q1 2013 survey from CMO Council and software solution provider, SAS, six out of 10 marketers worldwide viewed Big Data as both an obstacle and opportunity. And marketers realize [...]
April 09, 2013
Conversion Optimization, Digital Media, Shopper Marketing, Social Media -
Two years ago, major U.S. retailers were hoping to capitalize on the fact that many consumers visit Facebook to socialize. So they built digital storefronts to capture sales. Unfortunately, by the end of 2012 the reality is most high profile players had closed their Fcommerce shops. Online cross-channel merchandising specialist, the e-tailing group’s 15th Annual [...]
April 03, 2013
Conversion Optimization, Digital Media, Social Media -
Once upon a time it was a simple task. Just build a website and “they will come”. Generally this was done using a combination of organic and paid search, online marketing and word-of-mouth. Then things changed. Suddenly, primary social sites, driven by the allure of short bursts of content – social objects – ruled the [...]
April 02, 2013
Conversion Optimization, Digital Media, Mobile, Shopper Marketing -
Mobile is making a major dent in the retail sector. And customers in greater numbers are using the smart devices to research and buy at home and in-store. The CPG (consumer packaged goods) industry has taken notice and responded by creating mobile apps. These apps give users more product info and often provide additional features [...]
March 28, 2013
Conversion Optimization, Digital Media, Mobile -
Digital will get a bigger chunk of the total pie in local advertising, especially in light of mobile and the opportunities it creates to better target consumers. Local media and ad analyst, BIA/Kelsey’s March 2013 forecast of U.S. local media ad spending has noted that digital will continue to expand at the expense of traditional [...]
March 27, 2013
Conversion Optimization, Digital Media -
It’s surprising but few marketers have a formal competitive review process in place. The extent to which they do competitive analysis typically consists of subscribing to their competitors’ email promotions and newsletters; there is little analysis of their programs. Understanding a competitor’s frequency, use of personalization, and other apparent tactics is a necessary, but often-untapped [...]
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