Archive for the ‘Digital Marketing’ Category
Posted by Jami Delperdang on December 2nd, 2015
With the holiday season officially kicking off last week, retail marketers everywhere are looking to engage an important generation of shoppers … Millennials. The 75 million Millennials (age 18-34) currently living in the US are expected to spend $63 billion this holiday season,1 and 77.5 percent will shop online or in retail stores over the Thanksgiving weekend.2 Furthermore, 47 percent plan to spend more this year on the holidays versus last year.3 So, how can you cash in on this potential billion dollar generation? Speak to them digitally.
Below are a few additional shopping trends for this digitally savvy group of shoppers:
They are mobile.
92 percent of Millennials will be using their smartphones to shop during the holiday season and more than half are expected to shop more on their devices than they do in physical retail stores this year.4 Provide customers with a fully-integrated mobile shopping experience; mobile web, branded app and mobile payments.
They expect an exceptional digital shopping experience.
They are heavy users of mobile web and branded mobile apps for shopping, but they demand a flawless shopping experience across channels. 81 percent of Millennial smartphone and/or tablet owners say they will abandon transactions and shop elsewhere if a mobile site or mobile app is buggy, slow or has poor performance. 5
Millennials want to find a good deal online, purchase the product in the store and scan their coupon on their phone at checkout. This integration of online mobile shopping and retail stores has lead to a new generation of shoppers who value a shopping experience that involves a number of different integrated channels.
They rely on social media and online reviews.
In terms of what influences Millennial’s holiday purchases, more than half lists word of mouth (53 percent). However, tech driven influences such as online reviews (72 percent) and social media (58 percent) illustrate this generation’s digital orientation.6
Having a presence on Twitter, Facebook and Instagram is key when looking to engage with Millennials.
They want it now.
34 percent of Millennials plan to take advantage of retailer’s same day delivery options and are willing to pay more for expedited delivery.7
The path to purchase for Millennials crosses digital, mobile, in-store and every touch point matters, Making sure your customers have the best, easier and most convenient shopping experience — no matter how they choose to shop — is the surest route to a successful holiday season.
1. PwC’s. “2015 Holiday Outlook Report.”
2. NRF. “Preliminary Holiday Thanksgiving Weekend Survey.”
3. NRF. “Preliminary Holiday Thanksgiving Weekend Survey.”
4. Dynatrace. “Consumer study 2015.”
5. NRF. “Preliminary Holiday Thanksgiving Weekend Survey.”
6. Influenster. ” 2015 Holiday study Influenster.”
7. NRF. “Preliminary Holiday Thanksgiving Weekend Survey.”
Posted by Kavita Jaswal on November 17th, 2015
It’s beginning to look a lot like … that time of year when marketers discuss initiatives that worked, what could have been more effective, how marketing efforts impacted the organization and ways to improve for the new year. Many discussions will lead to 2016 marketing plans that comprise of the most effective initiatives from the current year along with new ideas and concepts. Here are three ongoing marketing trends that have made a big splash in 2015 and will continue to gain momentum throughout the new year.
Organizations are making a continuous effort to build brand awareness using digital channels to showcase user-generated content as well as turning some of their attention to building brand communities. Through forums, social media and email messages, organizations have given consumers a space to provide feedback, connect their ideas and compare product usage situations. Content has been a key ingredient in any marketing program for quite some time, and organizations are offering educational, relevant and engaging information through a variety of channels. Today’s consumers are informed, and the more information they can soak in, the better they will view the organization and its products and services.
Organizations strive to captivate their audience with innovative advertising. Implementing video into your marketing strategy can make a large impact on current and prospective customer engagement. Marketers have taken the traditional text-based ads one step further by using embedded videos in search results. With Google’s® acceptance of video-based advertisements in its search results, this new trend can soon become a norm.1
As organizations must ensure their sites are optimized for mobile devices in order to keep up with Google’s new search algorithm, mobile has never been more important. More and more people are using their smartphones for search, video and shopping among other things. This makes mobile elements, such as a responsive websites, embedded videos and other mobile capabilities an important part of any marketing strategy.
With the new year just around the corner, the time for updated marketing calendars, new budgeting spreadsheets and decisions for upcoming events has officially come. Marketers continue to search for innovative ways to entice, capture and retain customers. Utilizing content, video and optimizing mobile in your marketing strategy can help your organization keep up with current trends and stay ahead of the game.
Posted by Mallory Green on October 27th, 2015
Whether we want to admit it or not, the holiday season is upon us. Stores are taking down their fall decorations before Thanksgiving and putting up Christmas trees and North Pole inspired decor. Before we know it, the standard background music will be replaced with “Jingle Bells.” Furthermore, data from Google® showed that more than 25 percent of shoppers begin holiday shopping before Halloween.1 So, if you haven’t already, now is the time to start optimizing your website to meet the demands of both the overachievers and the procrastinators when it comes to online holiday shopping.
First things first, provide customers with a fast, seamless online experience regardless of the device being used. Customers shop online and avoid the stores because of convenience. If your website cannot handle the influx of traffic causing any page to load slowly, there is a good chance that customer will abandon your website and look elsewhere. In fact, a recent report from Radware found that 57 percent of customers will leave a site that fails to load in three seconds.2 So, take the time to update features like broken links and images and address error messages to make sure your website is running like a well-oiled machine.
Use behavioral data to identify seasonal sales trends. Website analytics can provide marketers with insight into what customers are searching for, whether they are typing specific words and phrases into a search box or using a navigation toolbar. It’s also important to look at trends from the previous year, especially which days saw the highest amount of traffic and which pages were visited the most. This type of information can help decide what to feature on the home page and in upcoming marketing campaigns.
We can’t forget that nearly two-thirds of Americans own a smartphone.3 That means holiday shoppers will be spending a large majority of their time searching websites for the perfect gift on their mobile device. Even though Google’s Mobilegeddon was enforced earlier this year, which encouraged many businesses to ensure their websites were mobile friendly, now is the perfect time to make sure everything is running smoothly and both your mobile site and mobile app, if you have one, are user friendly.
The holiday season is often the most important time of the year for many businesses. It’s crucial to understand that the buying experience has vastly changed over the years, with more consumers shopping online rather than making a trip to the store. Businesses, more specifically, marketers need to make it a priority to optimize websites to keep customers happy in order to meet holiday revenue goals.
Posted by Kavita Jaswal on August 26th, 2015
In today’s digital world, marketers can reach consumers and target prospects through multiple channels. As consumers engage with your products and services via email, social media, your website, etc., each communication brings consumers one step closer to becoming potential leads. But, many marketers struggle with the next step — targeting those consumers with relevant information once their interest on a product or service has turned from interest to intent. Through data management and targeted messaging, organizations can identify, target and communicate with potential leads who are ready to buy.
The amount of information and data that is out there and available to organizations can give insight into more consumer information. Using reporting tools, marketers can take that collected data and turn it into digestible information that can lead to a better understanding of the consumer and where he/she is in the buying process. Once consumers are in a particular segment of the buyer journey, organizations can target their communications directly to those who have the intent to purchase.
Campaign automation coupled with data intelligence allows organizations to effectively communicate with and provide relevant information to consumers who are ready to buy. By creating targeted messages that give leads up-to-date, relevant information on their chosen product or service, organizations can effectively ensure their potential customers are being communicated with appropriate information in real-time.
The emergence of new technologies have given organizations the ability to identify and target potential leads that have indicated more than just an interest in the product or service being offered, they have shown an intent to purchase. Organizations have the ability to collect and analyze data from a variety of sources to discern where the consumer is in his/her buying journey. Using intelligent reporting and automation, companies can put more targeted efforts into intent marketing.
Posted by Kavita Jaswal on July 31st, 2015
One of the biggest topics surrounding financial institutions and digital marketing professionals is data. There are countless articles, blog posts and white papers on data — how to use it, how to understand it and how it can impact the way financial institutions market to potential and current account holders. So what happens with collected data and how can it be used to make the most impact? Online behavior, transactions and social appending are three ways data can be collected and utilized by marketing professionals to improve the account holder experience.
Online behavior gives financial institutions the ability to track purchasing data that shows web browsing habits, consumer trends and insight into audience interests. With the ability to see which sites account holders connect with the most, financial institutions can zero in on common points of interest and send targeted promotions, reducing acquisition costs and allowing more targeted sales efforts.
Capturing real-time transactional information lets financial institutions understand individual account holder preferences, buying patterns and budgeting goals. Understanding what an account holder is purchasing and when they are purchasing it, gives financial institutions insight into account holder needs, providing the opportunity to offer specials or credit card promotions. Transactional information also provides insight into how an account holder is interacting with the financial institution, offering a better understanding of how the relationship is viewed. Transactions also let financial institutions track account holder behavior, enhancing fraud prevention by raising a red flag if an unusual transaction has occurred.
By using data captured from social sites, financial institutions can understand account holders’ perceptions of products and services and, in turn, prevent or reduce account holder churn. By collecting information on how audiences are talking about their specific services, competitors and related topics that influence purchasing behavior, financial institutions can reach a segmented audience that is defined by common attitudes and behaviors. This enables financial institutions to craft targeted messages based on those specifications. Social appending also gives financial institutions a way to identify potential clients from their current account holders’ social media contacts.
Financial institutions can use gathered online behavioral information to find new account holders, offer additional products to current ones and learn how account holders interact with their service offerings. Transactional data gives financial institutions the ability to understand that online behavior in real-time and strategize targeted messaging based on that information. Social appending helps financial institutions understand their account holders on an emotional level and use that information to improve account holder perceptions and gain additional customers. While these are only a few ways data can be collected and used, they can have a significant impact for any financial institution.