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Stuart O'Brien

DIGITAL SIGNAGE MONTH: Spoilt for choice? Here’s how to hone in on the right solutions
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Digital signage has become a powerful tool for engaging audiences and delivering targeted marketing messages. For brand marketing professionals, selecting the right solution provider is essential for maximising the impact of their campaigns. Here’s how Digital Marketing Solutions Summit delegate approach the task…

Key Considerations for Supplier Selection

  • Expertise and Experience: Look for providers with a proven track record in the digital signage industry and a deep understanding of your target audience.
  • Product Range: Evaluate the range of digital signage solutions offered, including display types, sizes, and features.
  • Content Management System (CMS): Assess the provider’s CMS capabilities, ensuring it’s user-friendly and allows for easy content updates.
  • Installation and Maintenance: Consider the provider’s expertise in installation, maintenance, and ongoing support.
  • Scalability: Ensure the solution can accommodate your future growth and expansion needs.
  • Integration Capabilities: Verify the provider’s ability to integrate with your existing marketing technology stack.
  • Cost-Effectiveness: Compare pricing and value offered by different suppliers, considering factors like hardware,software, installation, and maintenance costs.

Common Mistakes to Avoid

  • Underestimating Planning: Failing to conduct a thorough needs assessment and develop a clear plan can lead to suboptimal solutions.
  • Compromising on Quality: Opting for lower-quality displays or installation services can result in poor performance and reliability.
  • Ignoring Maintenance: Neglecting regular maintenance and updates can lead to system failures and downtime.
  • Focusing Solely on Cost: Prioritizing cost over quality and long-term value can result in increased costs due to maintenance issues or underperformance.
  • Lack of Content Strategy: Failing to develop engaging and relevant content that aligns with your marketing objectives.

Top Tips for Successful Digital Signage Implementation

  • Define Your Goals: Clearly outline the objectives of your digital signage campaign, such as increasing brand awareness, driving sales, or providing information.
  • Target Audience: Identify your target audience and tailor your content and messaging accordingly.
  • Strategic Placement: Choose strategic locations for your digital signage to maximize visibility and impact.
  • Content Creation: Develop engaging and visually appealing content that is easy to read and understand.
  • Measure and Analyse: Track key performance indicators (KPIs) to measure the effectiveness of your digital signage campaigns and make data-driven adjustments.
  • Seek Expert Advice: Consult with digital signage experts to ensure you’re making informed decisions.

By carefully considering these factors and avoiding common pitfalls, marketing professionals can select the most suitable digital signage solution provider and create impactful campaigns that drive results.

Are you searching for Digital Signage solutions for your organisation? The Digital Marketing Solutions Summit and eCommerce Forum can help!

Photo by Tim Hüfner on Unsplash

Does ‘trendy’ marketing work? New research casts doubts…
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New data from GWI has revealed that marketers are 58% more likely to want brands to feel ‘young’ than the average consumer. Marketers are also 87% more likely to want brands to appear ‘trendy’.

Despite the marketing industry’s obsession with youth, only 8% of consumers want brands to portray a ‘youthful’ image.

This focus on youth could be down to who today’s marketers are, with Gen Z more likely to work in marketing — in fact, 47% of marketers are Gen Z, compared to 21% of the working age population.

Compared to the average consumer, marketers are also more than twice as likely to spend 4+ hours a day on social media, and 85% more likely to identify as ‘non traditional’ — factors that greatly impact their own buying habits. Today’s marketers are 97% more likely to buy products recommended by influencers than the average consumer, potentially skewing their perception of the value and impact of influencer marketing.

GWI’s data also highlights that today’s marketers are 67% more likely to feel represented by advertising than the average consumer, which raises the question of whether marketing campaigns are a reflection of marketers rather than of consumers.

The data is from “GWI Core” the GWI platform’s flagship data set on the attitudes and behaviours of online consumers in over 50 international markets, representative of more than 2.8bn internet users aged 16-64. Data on marketers is drawn from an audience of people in the UK who work in marketing or PR, and has a sample size of 261 across the last 4 waves of research. The total sample of UK respondents in that time is 35,586.

Chris Beer, Analyst at GWI, said: “In the UK, people over 50 make up 40% of the population but control a massive 80% of the wealth. Despite this, too many marketers seem laser-focused on winning over Gen Z, often overlooking the wealth and diversity of older audiences.

“As our data shows, one reason for this is that the marketing industry itself tends to skew younger. Many agency teams are made up of young professionals who, naturally, focus on what resonates with their own generation. The result? A lot of briefs assume targeting Gen Z is the key to success, with campaigns reflecting marketers’ tastes rather than those of consumers.

“Looking beyond your own experiences is essential in marketing, and that takes serious research. Starting campaigns with an effective audience research and insights phase is the key to making marketing more effective — and moving beyond our industry obsession with youth.”

Photo by Windows on Unsplash

Research points to 5.3% growth in ‘back to school’ online shopping
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Back To School, an increasingly important trading period for UK retailers, delivered a welcome boost to online retail revenues, according to the latest data from Wunderkind.

Original data from Wunderkind’s Marketing Pulse, which analysed over 55.4million customer journeys during the start-of-school shopping season during 2024 and 2023, showed that web revenues for Back To School 2024 rose +5.3% year-on-year, delivering a welcome uplift in retail sales.

With Mintel estimating that UK consumer spending on Back To School items surpassed £1335millionlast year, the start-of-term trading period is now an increasingly important part of the retail trading calendar.  Kantar’s latest figures show Back To School helped drive an increase in grocery spending at the end of last month, with sales of lunchbox snacks, including yoghurts, fruits and cereal bars rising +14% year-on-year in the last week of August.  Meanwhile, other retailers including M&S, which froze pricing on school uniforms for the fourth year in a row and offered additional second-hand lines to keep prices low, and Asda, which reported an 88% increase in sales at the start of its Back To School campaign, vied for start-of-term share of wallet.

Wunderkind’s data showed that Thursday 29 August was the biggest revenue-generating day of the 2024 Back To School season, when online sales rose +46% on the daily average for the period (26 Aug – 08 Sep), as parents surged to make pre-term purchases.  Monday 02 September, the first day of the school year for many, saw the highest converting day of Back To School, with web conversions up +10% on the daily average, as final start-of-term spending and last-minute purchases were made.

As well as the opportunity to grow sales, the event also provides retailers with a timely opportunity to engage existing shoppers and acquire new customers ahead of the all-important Golden Quarter, delivering future engagement opportunities to win share of wallet during Peak Trading, Wunderkind suggests.

Wulfric Light-Wilkinson, International GM of Wunderkind, emphasised the strategic importance of the Back To School period, commented:  “In addition to being a profitable sales window on its own, Back To School serves as a critical precursor to the Golden Quarter, positioning brands for a successful peak season.  Retailers that perform well during Back To School typically carry that momentum into strong Black Friday and Christmas campaigns, as they benefit from acquiring new customers and capturing valuable first-party data for use in Q4.”

Light-Wilkinson also highlighted the growing challenges in paid third-party channels, noting: “As platforms like social media, search, and display become more competitive and costly, brands must focus on optimising their owned channels.  By building first-party data, retailers can drive more cost-efficient conversions and deliver personalised, one-to-one experiences during pivotal trading periods.”

eCommerce Forum: Registration now open for February 2025!
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As a leading online retail professional you can now register for the next E-Commerce Forum – your one-top shop for all the solutions you need to drive your business.

When? Tuesday 4th February 2025

Where? Hilton, London Canary Wharf

Benefits of attending include:

  • An itinerary, designed by you, of one-to-one meetings with solution providers
  • A seat at the educational industry seminar sessions
  • Lunch and refreshments throughout
  • Networking breaks to maximise your business connections at the event

⭐ Book your free place here (booking takes only 5 minutes)

Watch our attendee experience video to find out more about what to expect at the event!

 

Add your name to the guest list HERE, where you’ll be joining peers representing the likes of:

Tesco
The Economist
HSNF
Moonbug Entertainment
Crane Garden Buildings
Serious Pig
Peggy Rain Limited/Rollaer
Moss & Glow
Beards & Daisies

And many more! – Book Online Here>>>

If you specialise in Brochure Printing solutions we want to hear from you!
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Each month on Digital Marketing Briefing we’re shining the spotlight on different parts of the print and marketing sectors – and in October we’ll be focussing on Brochure Printing solutions.

It’s all part of our ‘Recommended’ editorial feature, designed to help marketing industry professionals find the best products and services available today.

So, if you specialise in Brochure Printing and would like to be included as part of this exciting new shop window, we’d love to hear from you – for more info, contact Kerry Naumburger on k.**********@fo*********.uk .

Here’s our features list in full:-

Oct 2024 – Sept 2024 – Digital Signage
Nov 2024 – Creative & Design
Dec 2024 – Online Strategy
Jan 2025 – Content Management
Feb 2025 – Lead Generation & Tracking
Mar 2025 – Email Marketing
April 2025 – Digital Printing
May 2025 – Social Media
June 2025 – Brand Monitoring
July 2025 – Website Analytics
Aug 2025 – Conversion Rate Optimisation
Sept 2025 – Digital Signage

DIGITAL SIGNAGE MONTH: From LED displays to measurable results – What can digital signage do for your brand?
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Digital signage has become a powerful tool for businesses to engage with their target audience and deliver impactful marketing messages. For senior marketing professionals, understanding the benefits and applications of digital signage is essential for maximising its potential. Here’s how the digital signage is being leveraged by brands, based on delegate requirements at the Digital Marketing Solutions Summit…

Main Technologies Available

  • LED Displays: Offer high brightness, vibrant colors, and wide viewing angles, making them suitable for both indoor and outdoor applications.
  • LCD Displays: Provide good image quality and energy efficiency, commonly used for indoor signage.
  • Interactive Displays: Enable touch-based interactions, allowing users to engage with content directly.
  • Digital Posters: Offer a more traditional look and feel, but with the ability to update content dynamically.

Usage Scenarios for Digital Signage

  • Retail Environments: Showcase products, promotions, and customer testimonials.
  • Corporate Offices: Display company news, employee recognition, and internal communications.
  • Public Spaces: Provide information, advertising, and wayfinding for visitors.
  • Events and Conferences: Enhance attendee engagement and promote sponsors.
  • Point-of-Sale (POS) Marketing: Deliver targeted messages at the point of purchase.

Key Considerations for Effective Digital Signage

  • Content Strategy: Develop engaging and relevant content that aligns with your marketing objectives.
  • Placement and Design: Choose appropriate locations and ensure the design of the signage is visually appealing and easy to read.
  • Content Management System (CMS): Use a CMS to easily update and manage content across multiple displays.
  • Analytics: Track key performance indicators (KPIs) to measure the effectiveness of your digital signage campaigns.
  • Maintenance and Support: Ensure proper maintenance and support to prevent downtime and optimize performance.
  • Integration with Other Marketing Channels: Coordinate digital signage with other marketing efforts for a cohesive campaign.

Benefits of Digital Signage

  • Increased Engagement: Dynamic and interactive content can capture attention and drive engagement.
  • Improved Brand Awareness: Consistent messaging across multiple locations can enhance brand visibility.
  • Targeted Marketing: Deliver personalized messages based on audience demographics or location.
  • Enhanced Customer Experience: Provide valuable information and improve the overall customer experience.
  • Measurable Results: Track key performance indicators to measure the effectiveness of your digital signage campaigns.

By effectively leveraging digital signage, senior marketing professionals can create engaging and impactful campaigns that drive brand awareness, generate leads, and increase sales.

Are you searching for Digital Signage solutions for your organisation? The Digital Marketing Solutions Summit and eCommerce Forum can help!

Photo by Łukasz Nieścioruk on Unsplash

CMA takes strong stance on Google’s display ad platform practices
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An investigation by the Competition and Markets Authority (CMA) has provisionally found that Google is using anti-competitive practices in open-display ad tech, which it believes could be harming thousands of UK publishers and advertisers.

As set out in a statement of objections issued to Google on 6 September, the CMA has provisionally found that, when placing digital ads on websites, the vast majority of publishers and advertisers use Google’s ad tech services in order to bid for and sell advertising space.

The CMA is concerned that Google is actively using its dominance in this sector to preference its own services. Google disadvantages competitors and prevents them competing on a level playing field to provide publishers and advertisers with a better, more competitive service that supports growth in their business.

In its 2019 market study into digital advertising, the CMA found that advertisers were spending around £1.8 billion annually on open-display ads, marketing goods and services via apps and websites to UK consumers.

Juliette Enser, Interim Executive Director of Enforcement, said: “We’ve provisionally found that Google is using its market power to hinder competition when it comes to the ads people see on websites.

“Many businesses are able to keep their digital content free or cheaper by using online advertising to generate revenue. Adverts on these websites and apps reach millions of people across the UK – assisting the buying and selling of goods and services.

“That’s why it’s so important that publishers and advertisers – who enable this free content – can benefit from effective competition and get a fair deal when buying or selling digital advertising space.”

The US Department of Justice and European Commission have also opened separate investigations into Google’s activities in ad tech. These proceedings are currently ongoing.

The digital advertising technology sector, commonly referred to as the ‘ad tech stack’, consists of various intermediaries that facilitate the sale of online open-display advertising space on websites or mobile apps between ‘sellers’ (i.e. publishers) and ‘buyers’ (i.e. advertisers).

When a user opens a website or app, while the content loads on the page, a near-instantaneous series of auctions and transactions takes place to determine which ads will be shown to that user on that webpage or app. This process involves sending requests for bids and, in response, advertiser bids being sent through a chain of various intermediaries to match the space on the webpage with the advertiser willing to pay the most for it.

The CMA’s investigation has focused on Google’s role as an intermediary in three key parts of this chain, where it has a powerful market position with high market shares. For advertisers, Google operates two ad buying tools, known as “Google Ads” and “DV360”. For publishers, it operates a publisher ad server, known as “DoubleClick For Publishers” (DFP). In the centre of the ad tech stack, Google operates an ad exchange, known as “AdX”. Ad exchanges typically receive requests for bids from publishers and responding bids from advertisers, and then conduct an auction to match these two sides. AdX is where Google charges its highest fees in the ad tech stack (approximately 20% of the bid amount).

Simplified overview of the ad tech stack, key intermediaries and Google’s ad tech products

The CMA’s provisional findings relate to anti-competitive ‘self-preferencing’ by Google. The CMA has provisionally found that, since at least 2015, Google has abused its dominant positions through the operation of both its buying tools and publisher ad server in order to strengthen AdX’s market position and to protect AdX from competition from other exchanges. Moreover, due to the highly integrated nature of Google’s ad tech business, the CMA has provisionally found that Google’s conduct has also prevented rival publisher ad servers from being able to compete effectively with DFP, harming competition in this market.

Google has done this through various practices that give AdX competitive advantages, disadvantage Google’s rivals, and are against the interests of Google’s advertiser and publisher customers. These practices have evolved over time and include:

  • providing AdX with exclusive or preferential access to advertisers that use Google Ads’ platform;
  • manipulating advertiser bids so that they have a higher value when submitted into AdX’s auction than when submitted into rival exchanges’ auctions; and
  • allowing AdX to bid first in auctions run by DFP for online advertising space, effectively giving it an ‘right of first refusal’ – with rivals potentially not having any chance to submit bids.

The CMA has provisionally found that this anti-competitive conduct is ongoing. The CMA is therefore considering what may be required to ensure that Google ceases the anti-competitive practices, and that Google does not engage in similar practices in the future.

The CMA will now carefully consider representations from Google before reaching its final decision.

For more information, visit the CMA’s investigation into suspected anti-competitive conduct by Google in ad tech case page.

John Lewis ‘back to its roots’ with renewed Never Knowingly Undersold campaign
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John Lewis has announced the reintroduction of its Never Knowingly Undersold (NKU) price promise – and analysts have generally welcomed the move as the retail giant looks to consolidate its place in an increasingly competitive and price-sensitive UK landscape.

Zoe Mills, Lead Retail Analyst at GlobalData, says the resuscitation of its NKU price promise, coupled with an updated narrative on its proposition, highlights a return to its roots that will be crucial to competing in a highly price-sensitive retail market.

“John Lewis has been in an identity crisis since it culled its NKU price promise over two years ago,” Mills says. “In 2022, its shift in focus to “everyday value and quality” was not enough to contend with its closest competitors across home, electricals, apparel, and beauty. This updated initiative will reassure its existing customers on price and make some headway in enticing back lapsed shoppers that had turned to its competitors.

“Now that price has returned to its mantra, consumer sentiment surrounding value for money at John Lewis should improve, particularly as the cost-of-living crisis has scarred shoppers’ finances. With price matching against 25 retailers, including, notably, Amazon’s electricals proposition, GlobalData anticipates that this will put John Lewis on the front foot as we enter the golden quarter.

“Limiting the extent of the price promise to 25 retailers will make the promise more manageable, and while it may lessen its impact with shoppers, it does include some online specialists that were excluded from the previous promise, and the list is made up of the retailers that its shoppers are most likely to compare it with.

“Celebrating 100 years since NKU was first launched, John Lewis intends to adapt this service over time to react to the changing retail landscape so that it does not face the dilemma that caused it to ditch the promise in 2022. It expects the relaunch to accelerate sales but, with the inclusion of online retailers such as Amazon, it is going to have a negative impact on gross margins.”

Photo by Daniel Adesina on Unsplash

CONVERSION RATE OPTIMISATION MONTH: Which of these solutions are in your toolbox?
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A variety of tools and services are available off the shelf to help digital marketers achieve their conversion rate optimisation goals Here are some leading options…

A/B Testing Tools

  • Optimizely: Known for its ease of use and powerful features, Optimizely allows marketers to create and run A/B tests to compare different website variations.
  • VWO: Offers a wide range of testing capabilities, including multivariate testing, personalization, and heatmaps.

Heatmap and Session Recording Tools

  • Hotjar: Provides heatmaps, session recordings, and surveys to understand user behavior and identify pain points.
  • Crazy Egg: Offers similar features to Hotjar, with a focus on visual analytics.
  • UserTesting: Enables marketers to conduct user testing and gather qualitative feedback.

Personalization Tools

  • Dynamic Yield: Offers advanced personalization capabilities based on user behavior and preferences.
  • Monetate: Provides real-time personalization and optimization based on user actions and attributes.
  • Adobe Target: Integrates with Adobe Analytics, allowing for seamless personalization and testing.

Analytics Tools

  • Google Analytics: A powerful tool for tracking website traffic, user behavior, and conversions.
  • Adobe Analytics: Offers advanced analytics features, including predictive analytics and machine learning.
  • Mixpanel: Focuses on product analytics, tracking user interactions and funnels.

Other Useful Tools

  • Optimizely Full Stack: For more advanced users, this tool allows for server-side testing and personalization.
  • Yotpo: A review and loyalty platform that can be used to collect user feedback and improve conversions.
  • Google Tag Manager: A tool for managing and deploying website tags, making it easier to implement tracking and testing code.

By leveraging these tools, digital marketers can gain valuable insights into user behavior, test different website elements,and optimize for higher conversion rates.

Are you searching for Conversation Rate Optimisation solutions for your organisation? The eCommerce Forum can help!

Photo by Silvan Arnet on Unsplash

CONVERSION RATE OPTIMISATION MONTH: Defining the key metrics for e-commerce success
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Conversion rate optimisation (CRO) is a data-driven process aimed at increasing the percentage of website visitors who take a desired action, such as making a purchase or signing up for a newsletter. To measure the effectiveness of CRO efforts, digital marketing professionals rely on a variety of key metrics – Here are the key data points, as used by delegates at the eCommerce Forum…

Core CRO Metrics

  • Conversion Rate: The most fundamental metric, it measures the percentage of visitors who take the desired action (e.g., purchases, sign-ups).
  • Bounce Rate: The percentage of visitors who leave a website after viewing only one page. A high bounce rate indicates a lack of engagement.
  • Average Time on Site: The average amount of time visitors spend on a website. Longer dwell times suggest greater engagement.
  • Pages per Session: The average number of pages viewed per visit. This metric indicates how deeply visitors explore the site.
  • Click-Through Rate (CTR): The percentage of users who click on a link or call to action.
  • Cart Abandonment Rate: The percentage of visitors who add items to their cart but don’t complete the purchase.
  • Average Order Value (AOV): The average value of orders placed on a website.
  • Customer Lifetime Value (CLTV): The total revenue a customer generates over their lifetime.

Advanced CRO Metrics

  • Conversion Funnel Analysis: Breaking down the customer journey into steps and analyzing performance at each stage.
  • A/B Testing Results: Comparing the performance of different website variations to identify the most effective elements.
  • Customer Satisfaction Surveys: Gathering feedback from visitors to understand their experiences and identify areas for improvement.
  • Heatmaps and Click Maps: Visualizing user behavior to identify areas of interest and frustration.

Using Metrics to Drive Optimization

  • Set Clear Goals: Define specific CRO goals based on your business objectives.
  • Track Key Metrics: Monitor relevant metrics regularly to assess the impact of your optimization efforts.
  • Analyze Data: Use data analytics tools to identify trends, patterns, and areas for improvement.
  • Test and Iterate: Conduct A/B tests and experiment with different website elements to optimize for better results.
  • Segment Data: Analyze data by different segments (e.g., demographics, device type) to identify specific areas for improvement.

By tracking and analyzing these metrics, digital marketing professionals can make data-driven decisions to enhance website performance and drive conversions.

Are you searching for Conversation Rate Optimisation solutions for your organisation? The eCommerce Forum can help!

Photo by Firmbee.com on Unsplash