In the midst of a mounting cost of living crisis, consumers are more aware of their financial wellbeing than ever – making straightforward, accessible financial services absolutely paramount. According to research conducted by Legal & General, also known as L&G, 75% of its customer base expect 10 specific top tasks to be simple, intuitive, and […]
For the vast majority of businesses, the outbreak of Covid-19 and the lockdown that followed it has prompted an abrupt shift to digital. Brands that previously had a multichannel sales strategy in place have in many cases effectively become pure-play e-tailers, while companies that lacked an online option or a sufficiently robust digital business are […]
At a roundtable hosted by Marketing Week and Econsultancy in partnership with Facebook, marketers debated the cost of hindering consumers on the way to making a purchase, and how brands can keep them coming back with smooth, hassle-free experiences.
Online transactions are notoriously impulse driven. As consumer touchpoints become increasingly digital, brands need their digital marketing and ecommerce functions to build connections with potential customers almost instantly.
Ecommerce, in a word, is booming.
A recent report from Shopify states that global ecommerce sales have been growing at an average of 20% per year since 2014 and double-digit percentage growth will continue through 2021. At this rate, ecommerce sales will reach $4.5 trillion worldwide by 2021.
It’s not easy being an ecommerce business these days.
Customer expectations are rising, margins are razor-thin and all face the threat of Alibaba or Amazon entering their market at a moment’s notice.
Optimizing the customer journey is regularly at the top of the list when we ask marketers about their priorities.
A survey of brand marketers in our recent Digital Intelligence Briefing revealed that more marketers feel that ‘optimizing the customer journey across multiple touchpoints’ will be ‘very important’ (71%) than any other initiative on the list.
Some marketers find it relatively easy to connect with their customers. They have a well-researched customer base, established workflows and enough data to gauge success to a reasonable level.
Digital has forever changed the retail customer experience.
Heightened consumer expectations have increased the pressure for brands to adapt to remain competitive, in an already hyper-competitive environment.
Few would argue that two of the most important marketing topics at the moment are customer experience (CX) and data analytics.
Which is interesting as CX and analytics seem worlds apart. CX tends to be a soft, holistic study of how to make customers happier and analytics consists of the cold, hard numbers which fuel return on investment (ROI) calculations.
Brompton Bicycles makes for a terrific brand case study because, until recently, the company has done almost zero brand management.
The heritage of the firm is very much about British manufacturing expertise, with the marketing and selling of the bikes left to partner retailers.
Business-to-business (B2B) marketers often face a dilemma. They are aware that digital marketing can be more cost-effective than traditional marketing, but at the same time they need to deliver leads and so typically have little opportunity for experimenting with digital.
To help those in this situation, Econsultancy recently held a Digital Intelligence Briefing in Singapore featuring B2B marketing specialist Anol Bhattacharya. Bhattacharya related his vast experience in generating leads online for some of the world’s largest B2B enterprises.