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Stuart O'Brien

The global e-commerce market set to pass $11 trillion milestone
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The global ecommerce market is on a trajectory of rapid expansion, set to reach $11 trillion in 2028, driven by technological advancements, seamless delivery services, and rising internet penetration.

With China and the US dominating the landscape, companies must continuously innovate to meet evolving consumer expectations, embrace ESG compliance, and leverage data-driven strategies to maintain competitiveness in an increasingly dynamic sector, says GlobalData.

Its latest Strategic Intelligence report, “Ecommerce,” reveals that the global value of transactions for the ecommerce market  is set to grow at a compound annual growth rate (CAGR) of 11.1% between 2023 and 2028, driven by improved technology and delivery services and wider internet adoption.

Aisha U-K Umaru, Strategic Intelligence Analyst at GlobalData, said: “The global ecommerce industry is dominated by China and the US, with market shares in 2023 of 33% and 30%, respectively. These countries are home to some of the world’s biggest tech companies, including Alibaba and Amazon, which benefit from the huge troves of data generated by user activity on their platforms.”

Subscription-based services are a growing ecommerce segment. Beauty brands like Estrid and Harry’s started with subscription services and have enjoyed great success. Both are now available in physical stores, further boosting sales. Harry’s filed for an IPO in March 2024 after reaching nearly $1 billion in revenue. However, some subscription services have struggled after a rapid rise. Once valued at almost $2 billion, meal-kit subscription service Blue Apron was bought for about $100 million by food delivery company Wonder in 2023.

Umaru continued: “Consumers are also concerned with the social and governance factors of ESG. As a result, it remains high on the agenda for ecommerce companies, both to comply with relevant regulations and to meet consumer demands. ESG regulations such as the EU taxonomy for sustainable activities are also a method of clamping down on greenwashing, the practice of inflating a company’s ESG performance for marketing purposes.”

Other terms such as carbon neutral, green, and environmentally friendly are being regulated, and ecommerce companies must ensure they comply with relevant guidelines to mitigate the risk of litigation.

Umaru conlcuded: “Initiatives like the Fifteen Percent Pledge, which urges US retailers to allocate at least 15% of their shelf space to Black-owned businesses, highlight the increasing emphasis on social equity within the ecommerce sector. Additionally, issues such as supply chain transparency and diversity remain critical, as brands strive to align with the evolving ESG priorities of Gen Z and Millennial consumers.”

March 2025 is Email Marketing Month on Digital Marketing Briefing: Here’s how to get involved!
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Each month on Digital Marketing Briefing we’re shining the spotlight on different parts of the marketing sector – and in March we’ll be focussing on Email Marketing 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 Email Marketing 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.naumburger@forumevents.co.uk. Here’s our features list in full:-

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
Oct 2025 – Printing
Nov 2025 – Creative & Design
Dec 2025 – Online Strategy
Jan 2026 – Content Management
Feb 2026 – Lead Generation & Tracking

LEAD GENERATION & TRACKING MONTH: B2B vs. B2C – How marketers are adapting strategies for different audiences
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The lead generation strategies used for B2B (business-to-business) and B2C (business-to-consumer) audiences continue to evolve. While both sectors aim to attract and convert potential customers, their lead generation tactics differ significantly based on buyer behaviour, decision-making processes, and customer journey length. Understanding these differences is crucial for marketers looking to optimise their approach and maximise ROI…

1. The Key Differences Between B2B and B2C Lead Generation

B2B Lead Generation

  • Longer sales cycles – B2B buyers conduct extensive research before making decisions, often involving multiple stakeholders.
  • Relationship-focused – Success depends on trust, credibility, and long-term partnerships.
  • High-value leads – Fewer leads but with a higher lifetime value and larger contract sizes.
  • Educational content is key – Whitepapers, case studies, and webinars help nurture prospects.

B2C Lead Generation

  • Shorter decision-making process – Consumers tend to act quickly, often based on emotions or impulse.
  • Volume-driven – A higher number of leads are needed to drive conversions.
  • Brand loyalty and emotional appeal – Personalisation and brand engagement influence purchasing decisions.
  • Multi-touchpoint approach – Social media, influencer marketing, and targeted ads play a larger role.

2. B2B Lead Generation Strategies for 2025

To effectively capture and nurture B2B leads, marketers are focusing on thought leadership, trust-building, and data-driven personalisation. Key strategies include:

  • LinkedIn and professional networking – Leveraging LinkedIn Ads, sponsored content, and personalised outreach to connect with decision-makers.
  • Account-Based Marketing (ABM) – Targeting specific high-value accounts with tailored content and engagement strategies.
  • Webinars and virtual events – Offering in-depth insights and industry expertise to educate potential buyers.
  • AI-powered lead scoring – Identifying and prioritising high-intent leads to optimise sales efficiency.

3. B2C Lead Generation Strategies for 2025

For B2C marketers, success depends on engaging, personalised experiences that drive immediate action. Key tactics include:

  • AI-driven personalised recommendations – Using machine learning to serve targeted offers and content based on user behaviour.
  • Influencer marketing and social commerce – Collaborating with influencers to generate trust and brand awareness.
  • Conversational marketing – Using AI chatbots and live messaging to engage and convert leads in real-time.
  • Optimised mobile-first experiences – Ensuring seamless mobile interactions, as most consumers browse and purchase via smartphones.

4. The Overlapping Trends in B2B and B2C Lead Generation

While B2B and B2C strategies differ, they share some common trends:

✔ AI-powered personalisation – Data-driven content customisation enhances engagement.
✔ Omnichannel marketing – Integrated campaigns across multiple platforms improve lead acquisition.
✔ Automation and chatbots – Streamlining lead nurturing and customer interactions.

Marketers must tailor their lead generation strategies based on their audience. B2B marketers should focus on trust-building and education, while B2C marketers should emphasise engagement and seamless purchasing experiences. By adopting the right approach, businesses can attract, convert, and retain valuable leads more effectively.

Are you searching for Lead Generation & Tracking tools? The Digital Marketing Solutions Summit can help!

Photo by Desola Lanre-Ologun on Unsplash

LEAD GENERATION & TRACKING MONTH: Maximising ROI from your 2025 campaigns
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Lead generation is the lifeblood of digital marketing, but simply acquiring ‘the good leads’ is no longer enough. Marketers must focus on optimising lead generation efforts to ensure higher conversion rates, better engagement, and a stronger return on investment (ROI). Here are some best practices our delegates and solutions providers are using to help maximise their lead generation ROI…

1. Multi-Channel Lead Generation for Maximum Reach

Successful lead generation strategies do not rely on a single channel. Instead, UK marketers in 2025 are using an omnichannel approach to engage prospects across multiple touchpoints. Key tactics include:

  • SEO-driven content marketing – High-value blog posts, guides, and whitepapers to attract organic traffic.
  • Paid advertising – AI-driven PPC campaigns that dynamically adjust based on user behaviour.
  • Social media engagement – LinkedIn for B2B lead generation, Instagram and TikTok for B2C.
  • Email marketing automation – Personalised email sequences to nurture leads at different funnel stages.

By integrating multiple channels, marketers increase brand visibility and ensure a steady flow of qualified leads.

2. Conversion Rate Optimisation (CRO) for Higher Lead Quality

Generating traffic is one thing, but converting visitors into leads is the real challenge. In 2025, marketers are refining their CRO strategies by:

  • A/B testing landing pages to optimise design, copy, and call-to-action (CTA) effectiveness.
  • Using AI-driven chatbots to engage visitors in real-time and collect lead information.
  • Simplifying lead capture forms to reduce friction in the sign-up process.
  • Leveraging video content to boost engagement and trust.

These small yet impactful optimisations significantly improve lead quality and increase conversion rates.

3. Marketing Attribution for Smarter Budget Allocation

With so many touchpoints in the modern buyer’s journey, tracking which channels drive conversions is crucial. Marketers in 2025 are leveraging advanced marketing attribution models to determine where to allocate budget for the best ROI.

Popular attribution models include:

  • First-touch attribution (ideal for brand awareness campaigns).
  • Last-touch attribution (for direct-response campaigns).
  • Multi-touch attribution (for tracking lead nurturing across multiple interactions).

Using AI-powered attribution tools, marketers gain a clear picture of which efforts drive the most valuable leads.

4. Lead Scoring and Nurturing for Higher Conversions

Not all leads are created equal. AI-driven lead scoring allows marketers to prioritise high-intent prospects, ensuring sales teams focus on the most promising leads.

Best practices include:

  • Personalised follow-ups based on user behaviour.
  • Segmentation by lead intent to tailor messaging.
  • Automated email workflows to keep prospects engaged.

By nurturing leads effectively, businesses improve their chances of converting prospects into paying customers.

Maximising ROI in lead generation campaigns requires a strategic approach, combining multi-channel marketing, conversion rate optimisation, smart attribution, and AI-powered lead nurturing. By leveraging these best practices, marketers can ensure that their lead generation efforts translate into tangible business growth in 2025 and beyond.

Are you searching for Lead Generation & Tracking tools? The Digital Marketing Solutions Summit can help!

Advanced marketing analytics will transform the games industry in 2025
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By Gary Danks, General manager for AIM at Kochava

The world of gaming is evolving at a velocity that even the most sophisticated studios and publishers struggle to keep pace with. Technologies such as augmented and virtual reality, web 3, and generative AI are transforming title development and gameplay experiences. Meanwhile, gaming marketers are tasked with continuously forging new growth in the face of significant obstacles. However, in the face of these challenges, these marketing leaders are endeavoring to evolve with the times, seeking new methodologies to measure and optimise. Chief among these set to change ‘the game’ is marketing mix modeling (MMM).

At its core, MMM is a statistical analysis technique that identifies the impact of multiple variables on sales. It considers numerous factors, including offline and online advertising and external influences like seasonality and weather. MMM operates on the principle that a brand’s sales funnel is influenced by a combination of these factors. This differs from touch attribution, which attributes sales to individual touchpoints, often giving 100% of the credit to the last touchpoint. For example, consider a B2B software company. The company may invest in various marketing strategies, including social media, paid search, and email marketing campaigns. Using MMM, the company can analyse the sales data and truly understand the influence of each of these marketing channels on the overall sales performance.

Mobile gaming continues its dominance over console and PC due to its versatility, flexibility, and accessibility. Therefore, it’s no surprise that the predicted number of video gamers worldwide in 2029 is 3 billion. As a result, gaming publishers are increasingly focused on multi-platform support to provide players with maximum playability and engagement opportunities across connected devices.”

Surveying global mobile gaming markets, Asia-Pacific and North America are on top, accounting for $84B and $50B respectively in game revenue in 2023. TikTok for Business witnessed sizable increases in YOY ad spend from gaming companies based in China with a focus on outbound markets. Spend rose 11% from 2022 to 2023 and 15% from 2023 to 2024. While mobile game revenue and the total addressable market of gamers is growing worldwide, the industry still faces its share of headwinds.

Saturation of the mobile gaming market and increased competition make it more difficult and costly to get worthy titles noticed above the noise. Mobile gaming advertising spend has risen steadily since 2021, forecast to top $130.8 billion by 2025 as paid user acquisition costs continue climbing.

Have you ever sat in the user acquisition (UA) hot seat for a mobile gaming company? If so, you know that return on ad spend (ROAS) is king. The ability to clearly understand ROAS and quickly course-correct campaigns headed off the rails is vital to the success and long-term growth of any game. Unfortunately, ROAS has become increasingly difficult to measure within the traditional last-touch attribution (LTA) model.”

Mobile game marketers earnestly seeking to calculate ROAS and other key performance indicators face the mounting loss of ad signal data and increasingly delayed performance feedback due to evolving market shifts and influences. Initiatives by major platforms (i.e., Apple, Google) designed to give users more control over data privacy, declining granularity in reporting data shared by major walled-garden platforms (e.g., Google, Snap), and increased development of user privacy regulations have altered the longstanding framework of real-time LTA. Within this landscape, marketers must innovate to produce accurate reporting in compliance with privacy frameworks. The data signal backbone that used to support LTA is fractured, leaving it ill-equipped to power a single source of truth for omnichannel ROAS.

A common misconception is that adopting MMM means ditching measurement via your MMP. In reality, MMM and LTA from your MMP work incredibly well in tandem, feeding into each other as illustrated by the following flow diagram. Granular data from your MMP, as well as aggregated data sets from the integrations with Apple’s SKAdNetwork/AdAttributionKit and the future Google Privacy Sandbox for Android, can be integrated directly into an MMM SaaS platform such as AIM by Kochava.

Mobile gaming marketers are at a pivotal crossroads that demands action. Over-reliance on the traditional worldview of last-touch attribution does a disservice to the increasingly diverse media mix strategy of gaming studios. Marketers on the cutting edge are dual wielding LTA and MMM to strike the perfect balance of insights to aid in strategic decision making.

Photo by I’M ZION on Unsplash

The next eCommerce Forum takes place in July – Register today!
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Don’t worry if you missed this week’s eCommerce Forum! The next event will be taking place on July 10th 2025 at the Hilton London Canary Wharf.

Don’t delay! Register here.

It could be the most productive day you spend out of the office next year, so act swiftly if you want to join us.

You’ll have the opportunity to:-

• Meet with innovative suppliers for a series of face-to-face, pre-arranged meetings based on your own requirements.
• Network with like-minded peers.
• Attend a series of insightful seminar sessions.
• Enjoy complimentary lunch and refreshments.

Would you like to join us? Register today!

EMEA region ‘sees marketing engagement thrive’ – research
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EMEA’s focus on transparency and consent has fostered trust-focused audience building, leading to an 8% growth in marketing list subscribers – and this foundation perfectly positions marketers in the region to set the global standard for cross-channel tactics such as personalised email follow-ups and targeted automation.

That’s according to the 2025 Global Benchmark Report from Dotdigital, which also reveals that marketers in EMEA get some of the highest email engagement metrics globally. The region has a world-leading email open rate of 47%, and click-through rates (CTR) of 3.5%, far exceeding global averages and APAC’s 2%.

Other key insights from EMEA included:

  • Responsible marketing pays off: With GDPR driving transparency around consent and preferences, email lists in the region grew by 8%, proving the value of trust-focused audience-building. This growth places EMEA marketers in an excellent position to embrace cross-channel tactics like personalised email follow-ups and targeted automation.
  • Automation unlocks higher engagement: The report reveals abandoned cart campaigns in EMEA achieved a click-to-open rate (CTOR) of 16%, the highest across all global regions. This demonstrates the growing appetite for more tailored, data-driven customer journeys.

Dotdigital’s Chief Marketing Officer Juliette Aiken said: “It’s clear that marketers across EMEA excel at email, getting open and click through rates that are well above the global average. This trust-driven success has translated into 8% list growth, highlighting the value of GDPR-compliant marketing practices.

“What’s especially exciting is the role of automation, especially in abandoned cart campaigns, in EMEA delivering another global-leading click-to-open rate. By combining automation, segmentation, and retargeting, marketers in the region are sustaining engagement, reducing churn, and setting the global standard for modern marketing strategies”

The report draws from tens of billions of emails, hundreds of millions of SMS campaigns, and automation workflows sent across 40+ industries. It covers multiple global regions, including Europe, the Middle East and Africa (EMEA), the Americas, and the Asia-Pacific (APAC).

To download the full report visit https://dotdigital.com/global-benchmark-report/ 

Photo by Stephen Phillips – Hostreviews.co.uk on Unsplash

Are you still watching? Measurement in the streaming app era
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According to a Forbes report, Americans spend an average of $46 monthly on streaming services. An incredible 99 percent of US households subscribe to at least one or more streaming services, with Netflix, Amazon Prime Video, and Apple TV+ topping the list. 

There’s no doubt that the streaming revolution is here to stay, but as costs rise and the market grows more competitive, users are becoming quicker to cancel.   

Jason Hicks, GM of Measurement Solutions at Kochava, and Jessica Dudley, VP Analytics and Operations, Liftoff, argue that activating your data, designing effective ads, and running successful acquisition campaigns for streaming services can be a vastly complex and intricate process without the right expertise. Getting it right however, can unlock the secret to retaining your users longer. 

Hicks explained: “Streaming services in today’s market have a vast wealth of data to collect and understand. Apps are available across a fragmented ecosystem of mobile, connected TV (CTV), gaming consoles, and other connected devices. Today’s users are represented by an array of linked devices; a campaign on mobile may drive outcomes on CTV or web, just as a CTV campaign can drive conversions in your mobile app. Making sense of all of this is no easy feat.” 

Below, Jason and Jessica outline five top tips for measurement and user acquisition strategies on streaming apps.

1. Measure what matters   

Hicks said: “Wherever your streaming service is available to users, measure it. Any gaps in your measurement strategy will create blind spots and subsequently blur your true understanding of how your growth and engagement campaigns impact user actions. Streaming services measure their apps across mobile, tablet, desktop, gaming console, CTV, and OTT streaming sticks and boxes. 

“For measurement, streaming services can tap into a robust library of software development kits (SDKs) that enable out-of-the-box measurement across connected devices, unifying all of a brand’s streaming app engagement data into a single dashboard.” 

  1. Enable cross-device identity resolution  

Hicks continued: “In the modern world the average consumer interfaces with multiple connected devices across their experience. This means that streaming apps need effective identity resolution, which is the process of combining data from multiple sources to create a single, comprehensive user profile. 

“A user could consume content on their connected TV, mobile device, tablet, computer, gaming console, and more. Referring back to the previous metadata tables, passing a privacy-first user ID within event metadata is an effective way to join user-level engagement data across all touchpoints, rather than viewing engagement in silos by individual devices and platforms.  

“By implementing tools for identity resolution, marketers gain a more holistic view of the user journey to better deliver personalized and relevant content, experiences, products, and services to their customers. It also provides vital intelligence for informing omni-channel marketing strategy.” 

  1. Ensure frictionless registration pathways and easy onboarding.

Dudley said: “Always pay attention to seamless device compatibility. Users may want to sign up on mobile but start streaming on a tablet or on CTV apps. Make the process as easy as possible to ensure a smooth transition.”  

  1. Don’t sleep on mobile re-engagement.

Dudley continued: “Introducing re-engagement campaigns on mobile can encourage churned users to renew or unpause their subscriptions. Especially as user acquisition costs rise sharply in key markets, re-engagement is a proven way to increase revenue without relying exclusively on new users.” 

  1. Run special promotion campaigns for new or top-rated content alongside evergreen campaigns.

Dudley said: “Promotion campaigns can reach niche audiences and re-engage audiences that have churned. Run them alongside evergreen content to have a year-round benchmark for comparison. As an added benefit, you don’t have to touch the winning ad creatives you’ve already optimized for success. If you already run promotions through other channels, consider increasing their reach by adapting your campaigns for mobile.” 

Photo by Mika Baumeister on Unsplash

CONTENT MANAGEMENT MONTH: Keeping tabs on the increasing role of AI
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Artificial intelligence (AI), particularly generative AI, is reshaping how brands approach content management. As digital marketing strategies become increasingly complex and customer expectations rise, AI-powered solutions offer marketers the tools to streamline workflows, enhance personalisation, and improve content performance. Here’s how AI is being used for content management by delegates attending the Digital Marketing Solutions Summit…

1. Automating Content Workflows

AI is transforming content creation and management workflows by automating time-consuming tasks. Tools like natural language processing (NLP) and AI-generated content platforms can draft articles, social media posts, and even email campaigns with minimal human input. These solutions are ideal for producing high-volume, consistent content across multiple channels.

AI-powered platforms also optimise editorial workflows by automating approvals, tagging, and publishing schedules. By reducing manual effort, digital marketing teams can focus on strategy and creative execution, saving time and resources.

2. Enhancing Personalisation

Personalisation is a key driver of engagement and conversions, and AI is taking it to new heights. AI-driven content management systems (CMS) analyse user behaviour, preferences, and interactions to deliver highly targeted content tailored to individual customers.

For example, AI can dynamically adjust website content, product recommendations, or email copy in real time based on a user’s browsing history or purchase behaviour. This level of precision creates more relevant and impactful customer experiences, increasing loyalty and driving sales.

3. Improving Content Analytics and Insights

AI tools are revolutionising content performance analysis by providing deeper insights and actionable recommendations. Predictive analytics powered by machine learning can forecast the success of content campaigns, identify emerging trends, and recommend optimal publishing times.

These insights enable marketers to make data-driven decisions, refine their strategies, and maximise ROI. For instance, AI can pinpoint underperforming content and suggest improvements or identify high-performing topics to replicate in future campaigns.

4. Overcoming Challenges

While AI offers numerous advantages, implementing it in content management requires careful planning. Organisations must ensure data privacy compliance, particularly under regulations like GDPR. Additionally, striking the right balance between automation and human creativity is essential to maintain authentic brand messaging.

5. Future Outlook

As AI technology continues to advance, its role in content management will only grow. Expect greater integration with voice search, augmented reality (AR), and predictive content creation, further enhancing customer experiences.

AI is revolutionising content management for brands by automating workflows, enabling hyper-personalisation, and providing actionable insights. By embracing these innovations, senior digital marketing professionals can deliver more effective and efficient campaigns, setting their brands apart in an increasingly competitive digital landscape. The future of content management is undeniably intelligent, data-driven, and customer-focused.

Are you searching for Content Management solutions for your organisation? The Digital Marketing Solutions Summit can help!

Photo by Damian Zaleski on Unsplash

February is Lead Generation & Tracking Month on Digital Marketing Briefing: Here’s how to get involved!
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Each month on Digital Marketing Briefing we’re shining the spotlight on different parts of the marketing sector – and in February we’ll be focussing on Lead Generation & Tracking 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 Lead Generation & Tracking 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.naumburger@forumevents.co.uk. Here’s our features list in full:- 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 Oct 2025 – Printing Nov 2025 – Creative & Design Dec 2025 – Online Strategy Jan 2026 – Content Management