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

Research indicates online retailers can use chatbots to manipulate ratings
By:
0

When consumers use chatbots to submit online reviews they tend to give higher ratings but provide less detailed feedback, according to new research from Rotterdam School of Management, Erasmus University (RSM).

Researchers Dr Dimitrios Tsekouras, Dominik Gutt (RSM) and Dr Irina Heimbach from WHU – Otto Beisheim School of Management, found that low-quality sellers could abuse chatbots to boost their ratings and disguise the low quality of their products.

This study highlights potential risks for online retail platforms like Amazon. Dr. Dimitrios Tsekouras, a lead researcher at RSM, said: “While online reviews are crucial for informed consumer decisions, reliance on chatbots may lead to misleading ratings that do not accurately reflect product quality The research indicates that chatbot interactions, especially those with humanlike characteristics, enhance user enjoyment but compromise the depth of reviews.”

It turns out that the way companies collect reviews, and in particular the humanlike characteristics of the chatbots that collect the reviews, have an effect on what consumers say. The findings call for policymakers to consider regulations regarding chatbot usage for review solicitation to ensure transparency and maintain the integrity of online marketplaces.

The researchers conducted a series of online experiments and a field experiment. In the online experiments, participants watched a short movie for which they later provided an online review, either through a chatbot with moderate or highly humanlike characteristics, or through a conventional review form. In the field experiment, they collected course evaluations for a university class either through a chatbot or through a conventional form.

Their research, The robo bias in conversational reviews: How the solicitation medium anthropomorphism affects product rating valence and review helpfulness has been published in the Journal of the Academy of MarketingScience.

The eCommerce Forum has the solutions you need – Join us in London this February!
By:
0

Don’t miss out! We have a free pass reserved for you to attend the eCommerce Forum this February—would you like to join us for a unique networking experience tailored to the ecommerce industry?

Your free pass includes:

– A personalised itinerary of 1-2-1 meetings with top industry suppliers to discuss your upcoming projects and explore how their solutions can support you.
– Access to our engaging seminar programme, led by industry experts, designed to expand your knowledge.
– Complimentary lunch and refreshments throughout the day.
– Multiple networking breaks to help you make valuable business connections.

4th February | Hilton London Canary Wharf | 8am-5pm

Interested? BOOK NOW!

Plus… Exciting news!

The Ecom Mixer is back right after the eCommerce Forum—details to follow! You can add your name to our waiting list to get first dibs on updates.

If you have any questions or need more information, just reach out to us here.

November is Creative & Design Month – Here’s how to get involved!
By:
0
Each month on Digital Marketing Briefing we’re shining the spotlight on different parts of the print and marketing sectors – and in November we’ll be focussing on Creative & Design  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 Creative & Design 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:- 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 Oct 2024 – Printing

COMMERCIAL PRINTING MONTH: How to stay ahead of the game (and competition) in 2025
By:
0

Commercial printing continues to play an essential role in the marketing strategies of UK businesses, and the landscape is rapidly evolving. Senior marketing professionals need to stay abreast of the latest trends in technology, sustainability, and ROI measurement to maximize the effectiveness of their print campaigns. Here’s a look at the key trends shaping commercial printing solutions in 2024/25…

1. Digital Printing and Personalisation

The advancement of digital printing technology has revolutionized the commercial printing space, allowing businesses to produce highly customized print materials. Variable data printing (VDP) enables marketers to personalize brochures, direct mail, and packaging, adjusting text, images, and even layouts for individual customers. This hyper-personalization increases engagement and improves response rates. Digital printing is also more cost-effective for short print runs, making it an attractive option for businesses that need flexibility and faster turnaround times. The ability to create unique print pieces for targeted campaigns makes digital printing a must-have for modern marketing strategies.

2. Sustainability and Eco-Friendly Printing

Sustainability is now a top priority for both businesses and consumers. As a result, many commercial printing companies are focusing on reducing their environmental impact. Senior marketing professionals are increasingly choosing eco-friendly print options, such as recycled paper, FSC-certified materials, and biodegradable or vegetable-based inks. Waterless printing technology, which reduces chemical usage and waste, is also growing in popularity. Sustainable print solutions not only help businesses align with their environmental goals but also appeal to customers who value green practices. Marketing teams that adopt these eco-friendly methods can enhance their brand’s reputation while contributing to a more sustainable future.

3. Innovative Print Finishes and Formats

To stand out in a crowded marketplace, businesses are leveraging premium print finishes and unique formats. Techniques like embossing, spot UV coating, foil stamping, and die-cutting are being used to create tactile, visually appealing materials that captivate recipients. These high-impact finishes add a sense of luxury and professionalism to printed pieces, which can help brands make a lasting impression. Marketers are also experimenting with creative formats, such as custom packaging, folding designs, and interactive elements like pull-out tabs, to engage customers more effectively.

4. Technology Integration: AR and QR Codes

Integrating digital technology with print is another key trend. Augmented Reality (AR) and QR codes are being used to link print materials to online content, creating a seamless experience between physical and digital channels. Customers can scan a QR code on a printed piece to access videos, product demos, or special promotions. This interactivity not only enhances the customer experience but also provides measurable insights into how print materials are driving online engagement, making ROI tracking more accurate and actionable.

5. Data-Driven Print Campaigns and ROI Measurement

Measuring the ROI of print campaigns has traditionally been a challenge, but new tools and technologies are making it easier. Marketers are now using unique tracking codes, personalized URLs (PURLs), and NFC (Near Field Communication) technology to monitor the performance of printed materials. This allows for precise measurement of how recipients engage with printed pieces, enabling businesses to fine-tune their campaigns and improve results. Data-driven print campaigns ensure that print continues to be a valuable and accountable part of an omnichannel marketing strategy.

Conclusion

Commercial printing in 2024 is evolving to meet the demands of a more personalized, sustainable, and tech-integrated marketing landscape. By embracing digital printing, eco-friendly solutions, innovative finishes, and advanced ROI measurement techniques, senior marketing professionals can harness the power of print to create high-impact campaigns that resonate with their audience and deliver measurable results.

Are yous searching for Commercial Printing solutions for your organisation? The Digital Marketing Solutions Summit can help!

Photo by Pierre Bamin on Unsplash

Study: Half of UK Gen Zs are abandoning brands due to ‘boredom’
By:
0

Almost half of UK Gen Zers (46%) and 29% of other generations have abandoned a brand they were once loyal to because they grew ‘bored’ of them.

That’s according to SAP Emarsys’ new annual Customer Loyalty Index (CLI), which calls on data from over 2,000 UK consumers about their marketing preferences.

SAP Emarsys survey reveals that the key to standing out in the long term lies in more personalised marketing, more relevant content, and offering unique perspectives tailored to individual interests. According to the data, younger consumers are particularly drawn to innovative marketing.

Specifically, 30% of Gen Z, compared to 23% of all demographics, have tried a new brand because of its ‘creative marketing.’ Additionally, over a quarter of Gen Z (31%) are enticed by brands that use ‘cool’ content or imagery, versus 21% of other age groups. Meanwhile, 28% of Gen Z, compared to 17% of other demographics, seek out brands that deliver ‘memorable experiences.’

To deliver on this, marketers are increasingly turning to AI to foster long-term loyalty and reach new audiences. According to SAP Emarsys’s research, two-thirds (66%) of marketers agree that AI will be crucial for boosting customer engagement in 2024, and half (50%) have already experienced a rise in engagement after implementing AI-powered personalisation. AI enables brands to stay competitive by quickly adapting to changing customer expectations.

Sara Richter, CMO at SAP Emarsys, said: “It’s clear that consumers today, not just Gen Z, expect more than ‘business-as-usual’—they want meaningful and memorable experiences. The key to delivering that is personalisation for every customer. AI is the only practical solution for providing genuine one-to-one interactions at scale, across every channel, and at the right moment. Brands that embrace AI-powered personalisation are far better equipped to keep customers engaged, especially when attention spans are short, and demands are high.

Photo by Mike Von on Unsplash

DIGITAL SIGNAGE MONTH: Spoilt for choice? Here’s how to hone in on the right solutions
By:
0

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…
By:
0

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
By:
0

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!
By:
0

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!
By:
0

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.naumburger@forumevents.co.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