Digital Marketing Solutions Summit | Forum Events Digital Marketing Solutions Summit | Forum Events Digital Marketing Solutions Summit | Forum Events Digital Marketing Solutions Summit | Forum Events Digital Marketing Solutions Summit | Forum Events

Posts By :

Stuart O'Brien

Positive customer service now ‘crucial’ to brand success
By:
0

British customers are more likely to vote with their wallet when they are unhappy with a brand, with 1 in 2 (51%) said they will only give brands two chances after a bad brand interaction before choosing not to buy from them again.

64% said a good customer call experience would make them brand advocates, making the short call centre interaction even more crucial to brand loyalty, according to new online research from Infobip.

The research polled 2,000 UK Adults aged 18 and above, and aimed to find out the motivations and avenues which British consumers are complaining. The findings revealed the following about customer complaints in the UK:

  • Per my last email: Almost half (45%) of Brits say they prefer using email to lodge complaints; with almost half (48%) saying they preferred to because of convenience.
  • Please leave a message after the tone: Of the 17% who said they preferred call centres, unsurprisingly, Gen Zs (18 to 24-year-olds) came in last at only 10%, and it’s those aged 25-34 and above 65 that came in tops at 20% and 21% respectively. A finding that suggests that while millennials are commonly known to steer clear from making phone calls, younger customers will do so to get their problems fixed.
  • Poor service, product and delivery delays the biggest gripes: 33% say poor service was the main complaint motivator, followed by poor product (27%) and delivery delays (28%).
  • Retailers are repeat offenders: 2 in 5 (44%) said they complained about the retail sector, ahead of food delivery companies (19%) and utilities (16%).

Despite the motivations behind and methods of the complaints, the findings also showed that brands still have the chance to turn an unpleasant experience into a positive one, and even convert customers into brand advocates with a positive customer service experience.

  • Don’t show me the money: 1 in 3 said speaking to an agent who empathises with their problems (33%) help improve the overall complaint experience, more so than receiving monetary compensation (17%) – in a finding that suggests that people do not want money thrown at the problem.
  • There is no time to waste: 4 in 5 say that call centre workers who can address their issues (44%) and quickly answer their queries (40%) make the unpleasant complaint experience better.

James Stokes, Country Manager, UK & Ireland at Infobip said: “Regardless of the preferred method of complaining, brands only have a short timeframe to turn irate customers into brand advocates. Making customers happy is no longer a ‘good to have’. With customers showing willingness to vote with their feet, good customer service is crucial to businesses’ overall bottom-line. With an omnichannel customer service platform solution, we hope to empower call centre workers with the right tools to perform at their best, and ultimately allow customers to reap the benefits on their preferred communications platform.”

Boosting Your Online Success: Conversion Rate Optimisation in a nutshell
By:
0

Conversion Rate Optimisation (CRO) is a vital strategy to improve the effectiveness of your online presence. Simply put, CRO involves enhancing your website and marketing efforts to increase the percentage of visitors who complete desired actions, or ‘conversions’. This primer aims to outline the key aspects of CRO for your business’s digital marketing strategy…

1. Understanding Conversion Rate Optimisation: CRO isn’t merely about increasing traffic to your website; it’s about optimising the visitor experience to motivate action. Actions can range from making a purchase, filling out a form, to downloading an eBook – any valuable interaction that aligns with your business goals.

2. Identifying Conversion Goals: A crucial first step in CRO is setting clear, measurable conversion goals based on your business objectives. These goals will guide your optimisation efforts and provide a benchmark for success.

3. Analysing Current Performance: Utilising tools like Google Analytics, track and assess your current website and marketing performance. Key metrics could include bounce rate, page views, average session duration, and, of course, conversion rate.

4. User Experience (UX) Optimisation: Good UX design is essential for CRO. Ensure your website is easy to navigate, visually appealing, and intuitively designed to guide visitors towards the conversion goal.

5. A/B Testing: This is a method where two versions of a web page, email, or other marketing assets are tested against each other to determine which performs better. By altering elements like headlines, colour schemes, images, or call-to-action buttons, you can identify what resonates most with your audience.

6. Customer Journey Mapping: Understanding your customer’s journey can provide valuable insights into where potential conversion obstacles lie. This can help you streamline the process and eliminate any barriers to conversion.

7. Call-to-Action (CTA) Optimisation: CTAs guide your website visitors towards conversion. Effective CTAs are compelling, concise, and visually striking.

8. Continuous Improvement: CRO isn’t a one-time task; it’s an ongoing process that requires regular testing, analysis, and improvements. The digital landscape is continually changing, and consumer behaviours evolve over time, so it’s crucial to keep your CRO strategy agile and adaptable.

Implementing a robust CRO strategy within your digital marketing efforts can lead to higher conversion rates, improved return on investment, and deeper insights into customer behaviour.

With a focus on providing value and a superior online experience for your audience, CRO paves the way for online business growth and success.

Are you looking for CRO expertise and solutions for your businesses? The Digital Marketing Solutions Summit can help!

Generative AI ‘revolutionising’ retail experiences
By:
0

Generative AI’s ability to fabricate hyper-customised content is turning the tables in retail marketing and communication strategies, also extending its reach into tasks such as inventory planning.

Kiran Raj, Practice Head of Disruptive Tech at GlobalData, said: “In a retail environment where the product-to-experience shift is increasingly significant, genAI can enable the creation of immersive, personalised experiences, integrating virtual and physical retail spaces in a manner that resonates with modern consumers’ expectations. Moreover, it is no longer about a one-size-fits-all engagement; rather, it is about a tailor-made experience catering to individual needs”

Saurabh Daga, Associate Project Manager of Disruptive Tech at GlobalData, added: “By leveraging key data points from customers’ purchase history and preferences, genAI can facilitate building personalized shopping experiences and targeted marketing strategies. The technology can empower retailers to deliver superior service at reduced costs, leading to greater customer satisfaction.”

GlobalData’s latest Innovation Radar report, “Cognitive revolution: genAI meets retail,” offers a view of how the disruptive technology is being deployed across the retail value chain, from inventory management and personalised marketing to customer experience and support.

GenAI can transform retail operations such as inventory planning, product recommendations, and customer service. Promising genAI applications include creating new product designs based on defined criteria and sentiment analysis to predict customer trends.

It cites traditional retailers like Carrefour and IKEA are using genAI to streamline operations and augment customer support. Meanwhile, e-commerce players like Amazon, Shopify, and Instacart are leveraging genAI to improve online shopping experiences and increase cart conversion rates. Big technology companies such as Google and Salesforce are offering genAI solutions to help e-commerce players as well as retailers optimize their online customer engagement.

Daga concluded: “While there are inherent challenges in implementing genAI, particularly in consumer-facing sectors like retail, the potential for substantial progress is undeniable. Challenges such as content quality and privacy must be managed through strong governance. Small and medium retailers can benefit from strategic partnerships to overcome entry barriers required to build the supporting technology, infrastructure, and personnel for genAI implementation.”

Image by Hannes Edinger from Pixabay

Enhancing efficacy: Top tips for Conversion Rate Optimisation in marketing
By:
0

In the ever-evolving digital marketing landscape, conversion rate optimisation (CRO) plays a pivotal role. CRO is the systematic process of increasing the percentage of website visitors who complete a desired action – whether it’s filling out a form, becoming customers, or otherwise. Implementing a successful CRO strategy can significantly bolster your business performance. Here are some top tips to help you on your way…

  1. Understand your audience: The first step in CRO is understanding your audience – their preferences, behaviour, and needs. Use tools like Google Analytics, heat maps, and user surveys to gain insights into your audience’s behaviour. What are their demographics? What is their user journey like? Which areas of your website do they interact with most? Armed with these insights, you can shape a more effective CRO strategy.
  2. Optimise for mobile: Over half of all web traffic comes from mobile devices, according to most data. Thus, ensuring your website is mobile-friendly is not just an option – it’s a necessity. Ensure your website’s design is responsive, loads quickly on mobile devices, and offers a seamless user experience to drive conversions.
  3. Improve site speed: A slow-loading site can be a conversion killer. Research shows that a delay of just one second in page response can result in a 7% reduction in conversions. Regularly test your website’s speed and take necessary steps to enhance it – optimise image sizes, leverage browser caching, reduce server response time, and more.
  4. Effective Call to Actions (CTAs): Your CTAs should be clear, concise, and compelling. They should tell users exactly what they’ll get when they click. A/B test different versions of CTAs to determine what works best for your audience.
  5. Simplify Forms: If your conversion involves filling out a form, keep it as simple and straightforward as possible. Ask only for necessary information. Each additional field can become a barrier to conversion.
  6. User Experience (UX) is key: A positive user experience can significantly improve your conversion rate. Ensure your website is easy to navigate, content is easy to read, and information is easy to find.
  7. Leverage Social Proof: Reviews, testimonials, case studies, and endorsements can greatly impact your conversion rate. They add credibility to your offering and can often tip the balance in your favour when a potential customer is considering whether to convert.
  8. Test, analyse, repeat: CRO isn’t a one-and-done process. You need to continually test different elements of your site (layouts, images, copy, CTAs), analyse the results, and refine your strategy based on those insights.
  9. Personalise where possible: Personalisation can significantly enhance conversion rates. Using user data to deliver customised content, recommendations, or offers can make your audience feel valued and understood, increasing the likelihood of conversion.
  10. Address potential objections: Be proactive in addressing any potential concerns or objections that might prevent a user from converting. Detailed FAQs, live chats, or having a clear, comprehensive return policy can provide reassurance to prospects, thus increasing conversions.

Conversion rate optimisation is a critical aspect of any digital marketing strategy. By understanding your audience, optimising your website’s performance, refining your content, and continually testing and adapting your approach, you can significantly enhance your CRO, boost your business results, and provide a better experience for your users. It’s a win-win situation.

Are you looking for conversion rate optimisation solutions for your brand or business? The Digital Marketing Solutions Summit is here to help! 

Image by StartupStockPhotos from Pixabay

Digital engagement ‘key to driving luxury purchases’
By:
0

The outlook for luxury shopping in 2023 is positive, according to a poll of 500 shoppers that found nearly half (45%) of respondents purchased 3-5 luxury goods in 2022; while just under a quarter (24%) purchased 6-10 items, and 11% purchased luxury goods more than eleven times.

In good news for the 2023 outlook, the same research conducted by Wunderkind reveals that 70% of consumers are confident about their personal economic prospects and 89% expect to maintain or increase their level of online purchases this year.

However, success for luxury brands will be contingent on delivering consistently personalised digital engagement across multiple channels – as the same proportion of respondents (89%) said that, when considering whether to purchase from a new brand, personalisation of messaging and content has a significant influence on their decision-making.

While luxury consumers are often fiercely loyal to their chosen brands, with a tendency toward repeat purchases, Wunderkind’s research showed that 45% are open to broadening their horizons and trying new brands.  Social media channels were considered the most influential for staying engaged with luxury brands, the favoured option of more than half (53%) of respondents, followed by a brand’s app (46%) and email (45%).

Reflecting on their journey to purchase, 50% of consumers stated that they research a product 3-5 times before they buy. For millennials in particular, this journey is often fragmented and ‘omnichannel’ – spanning 3-5 channels or platforms before ultimately closing the purchase.

Cian Agnew, Executive Director of Client Partnerships at Wunderkind, said: “There are valuable lessons in the research for brand marketers in the face of economic uncertainty.  While 70% of luxury consumers are confident about their personal economic outlook for 2023 – indicating a broadly undiminished appetite for shopping – the consideration phase is still relatively elongated, with consumers researching products across multiple brand channels, and in multiple sessions, before ultimately adding to basket.

“These findings support the need for brands to have strategies in place to effectively capture visitors via their owned channels – and to then re-engage and bring them back on-site if they don’t convert on their first visit.  Communicating in a way that’s highly relevant, personal and tailored to the individual is key bringing consumers back – and turning casual browsers into loyal, repeat purchasers.”

Image by justinedgecreative from Pixabay

SAVE THE DATE: Digital Marketing Solutions Summit 2024
By:
0

The next Digital Marketing Solutions Summit will take place on May 8th 2024 at the Hilton London Canary Wharf, bringing marketing professionals together with the digital solutions they need.

The concept of the event is simple: Delegates receive an itinerary of meetings with the solution providers that match their strategic needs for 2019 and beyond.

Simple and effective. And no time wasted.

And it’s free for marketing industry professionals to attend as delegates – simply click here to register your place.

More bespoke than a digital marketing conference and more focused than an expo, the Digital Marketing Solutions Summit is the only event you need to attend this year.

For more information on registering as a delegate, contact Alex King on 01992 374086 or email a.king@forumevents.co.uk.

Alternatively, if you’re a digital marketing solutions provider and would like to showcase your products and services at the event, contact Bailey Parker on 01992 374093 or email b.parker@forumevents.co.uk.

Do you specialise in Conversion Rate Optimisation? We want to hear from you!
By:
0

Each month on Digital Marketing Briefing we’re shining the spotlight on different parts of the print and marketing sectors – and in August we’ll be focussing on Conversion Rate Optimisation 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 Conversion Rate Optimisation 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.

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

TikTok ‘needs to build trust’ and double down on data security to make headway in e-commerce
By:
0

To prove itself as a legitimate ecommerce platform, TikTok must gain regulatory trust and ensure the safety of user data, say analysts at GlobalData.

Short video app TikTok, owned by ByteDance, is set to compete with the likes of Amazon, Shein, Sea Group’s Shopee, and Alibaba’s Lazada, with its live streaming ecommerce business. However, its new initiative comes at a time when the company is under scrutiny over data privacy concerns in the US and Europe.

Pinky Hiranandani, Principal Analyst at GlobalDat, said: “Security and trust are vital for ecommerce transactions. TikTok must implement strong security measures to protect user data from unauthorized access, including end-to-end encryption of sensitive data and complying with the General Data Protection Regulation (GDPR) in the European Union and the California Consumer Privacy Act (CCPA) in the US. Also, the upcoming Digital Services Act in the EU requires platforms like TikTok to limit disinformation and better protect children online.”

TikTok Shop, the company’s ecommerce platform, which allows users to discover and purchase products directly from TikTok videos, has gained popularity in the Southeast Asian market backed by its large and engaged user base. In 2022 alone, TikTok Shop expanded to Malaysia, Singapore, Indonesia, the Philippines, Vietnam, and Thailand.

While its main focus will be on markets such as Indonesia, TikTok is planning to expand its ecommerce business in the US and the UK. However, the company is already facing setbacks in the US and Europe (the UK, Denmark, and Belgium), with lawmakers banning the app on government devices. In May 2023, the state of Montana made the landmark move to ban the app completely. Although such bans may not prevent TikTok or any other social media company from accessing a user’s personal data, having a comprehensive federal data privacy law in the US will help.

Hiranandani continued: “Moreover, competition in the ecommerce space, especially in the US, is intense given the scale and reach of domestic giants such as Amazon and Walmart. TikTok aims to build on its massive user base and partnerships with brands and influencers to drive ecommerce sales. It is attempting to mimic Amazon by producing in-house products and building a sales pipeline, as well as charging vendors a commission to showcase products on TikTok Shop. However, the Chinese company will require significant investment in its platform and infrastructure to compete with its rivals.”

Image by Kon Zografos from Pixabay

Mastering the Digital Space: Top tips for B2B website SEO
By:
0

For B2B businesses, a well-optimised website is a crucial marketing asset. It helps generate leads, builds brand visibility, and drives sales. However, standing out in the crowded digital space requires more than just a professional-looking website. Effective Search Engine Optimisation (SEO) is key.

Here are top tips for enhancing your B2B website’s SEO:

  1. Keyword Research: Start with thorough keyword research to understand what your potential clients are searching for. Use SEO tools like Google Keyword Planner or SEMrush to identify relevant keywords with high search volumes. Remember, focus on long-tail keywords which have lower competition and are more targeted.
  2. Quality Content: Once you have your keywords, create high-quality, useful content around them. Informative articles, industry insights, case studies, and how-to guides can attract and engage your audience, driving organic traffic. Ensure your content is regularly updated to stay relevant.
  3. On-Page SEO: Optimize your website’s on-page elements. Include your keywords in title tags, meta descriptions, and headers. Use alt tags for images, ensure URLs are SEO-friendly, and maintain a logical structure with internal linking to improve your website’s navigability.
  4. Mobile Optimisation: With the rise of mobile searches, having a mobile-optimized website is a must. Ensure your site has a responsive design, loads quickly, and offers a user-friendly experience on mobile devices.
  5. Backlinks: High-quality backlinks signal to search engines that your site is a trusted source of information. You can earn backlinks by creating valuable content, guest posting on reputable sites, or partnering with industry influencers.
  6. Technical SEO: Regularly conduct technical SEO audits to check for issues like broken links, slow page load times, or duplicate content that could be hurting your search rankings. Also, ensure your website is secure (HTTPS) as search engines favour secure sites.
  7. Local SEO: For B2B companies with a local client base, local SEO is crucial. Ensure your business is listed on Google My Business, and consistently maintain NAP (Name, Address, Phone Number) consistency across online directories.
  8. Analytics: Finally, use analytics tools like Google Analytics to track your SEO performance. Monitor metrics like organic traffic, bounce rate, and conversion rate to understand what’s working and where you need to improve.

In conclusion, effective SEO requires a strategic approach that combines keyword research, quality content, on-page and technical SEO, mobile optimisation, backlink building, and continuous performance monitoring.

By implementing these tips, you can enhance your B2B website’s visibility, attract more potential clients, and boost your bottom line.

SEO is a long-term investment, but the returns in terms of increased visibility and lead generation can be substantial.

If you’re on the hunt for SEO solutions for your business, check out the Digital Marketing Solutions Summit.

OPINION: Reshaping marketing with generative AI: A new era of creativity and personalisation?
By:
0

In an era defined by digital disruption, the marketing industry stands on the brink of a transformation driven by generative artificial intelligence (AI). As a technology capable of creating original content and making predictive analyses, generative AI promises to reshape marketing strategies, creative processes, and customer engagement in profound ways.

One of the most transformative applications of generative AI in marketing lies in content creation. AI algorithms can generate an array of marketing content, including product descriptions, social media posts, blog articles, and even video scripts, significantly accelerating content production and reducing its associated costs. Moreover, AI can tailor this content to target specific audiences or individuals, enhancing relevance and engagement.

This personalisation extends beyond just content. Generative AI can help marketers create highly personalised customer experiences, tailoring every touchpoint to the individual customer’s preferences, behaviours, and needs. For example, AI can generate personalised product recommendations, offers, and messages that resonate with the customer on a deeper level.

Predictive modelling is another promising application of generative AI in marketing. AI can analyse historical and real-time data to predict future customer behaviour, market trends, and campaign performance. These insights empower marketers to make informed, proactive decisions and to adapt their strategies dynamically.

Moreover, generative AI can revolutionise the creative aspect of marketing. AI tools can generate design concepts, logos, and promotional graphics, providing marketers with a starting point for their creative processes or helping them create diverse content more efficiently.

AI can also optimise ad placements by predicting which channels and times would yield the most engagement, ensuring more effective use of advertising budgets. Furthermore, it can generate A/B testing scenarios, allowing marketers to identify the most effective approaches quickly.

However, the integration of generative AI in marketing is not without challenges. These include ethical considerations around data privacy, potential depersonalisation of customer interactions, and the risk of AI-generated content lacking the authentic human touch.

In conclusion, the potential of generative AI to transform the marketing industry is enormous. By harnessing this technology, marketers can create more engaging content, deliver personalised customer experiences, and make data-driven decisions more efficiently. The successful marketers of tomorrow will be those who embrace generative AI today, using it not as a replacement for human creativity and intuition, but as a powerful tool that enhances these qualities.

In the hands of innovative marketers, generative AI is not just a disruptor but a catalyst for a new era of creativity, personalisation, and strategic marketing.