We’re constantly writing about approaches you could take to make the most out of your data. But, as we’ve noted lately, there are usually large gaps in many marketing strategies between understanding the need for data and actually using it. In this post we’ll give a few tangible tips you can use to start a data-driven content strategy. Right now.
The gadgets brains at Apple, Google and Microsoft and other innovators come up with these days seem like something out of Minority Report (or Dick Tracy). While we usually focus on marketing and digital innovation, we can’t help but appreciate advances in other areas of the tech world. One of the most innovative developments around today is the explosion of wearable tech, a phenomenon that has reached our shoes, shirts and now, our wrists. We want to focus on smartwatches because they can be, for the digital marketer, a legitimate expense (but an expensive investment, no less) as a valuable emerging communication device. If you want to learn why you should buy a smartwatch, and which ones to consider, keep reading!
Just last week we talked about how cookies are giving businesses a way to reach consumers in a personalised, targeted way. By installing a bit of text code on to a web visitor’s browser, a cookie allows you to get data on your customer’s browsing history on your site, as well as how they got to your site and where they left it. This allows you to make key decisions about how to reach potential customers when they come back to your site – or even to get them to come back to your site through key traffic drivers such as retargeted ads or personalised email.
But it’s all well and good to read about different digital marketing methods and how they could theoretically help your business. You probably want the bottom line. So we’ve gathered two case studies for you to further understand how cookies helped businesses grow their bottom line (and, in one case, consumer base). Maybe these same scenarios will work for you.
…and we don’t mean the edible type (although those are good, too!).
These days a consumer’s online experience is all about personalisation. In many ways, you should want your website to function like an in-store sales assistant: your website visitors expect to be catered to in similar ways, with targeted recommendations based on their demographics –gender, age, location – as well as their psychographic preferences. Salespeople can look a potential customer up and down and come away with some of these things in a glance – and when all else fails, they can ask. Your website can’t do the same…or can it?
We know, we know. We usually come up with some sort of snazzy title for our blog posts, but this one needs to be straightforward and to the point. Why? Because the point we’re trying to make is equally so. And that is just because you have data doesn’t mean it’s making you money.
If we’ve said it once, we’ve said it a million times: your email campaigns have the potential to generate lots of great ‘n crunchy data for you to learn more about who you’a selling to, and how to get them to buy. And big data is a BIG catch phrase in the business these days: you can collect information on almost anything to make your campaigns more effective. But things are changing in the world of data. No longer are you confined to spreadsheets generated after your campaigns culminate. Instead, you can access real-time data that allows you to trigger changes immediately should the need arise. After all, you’re busy and your data can get lost in other piles of work awaiting you, meaning by the time you get around to it, your data learnings could be stale. But having the resources to analyse data in real time can help you be effective and efficient.
The collaboration between Mojn & KitchenTime started when we approached KitchenTime and proposed that our Performance Email Targeting solution could help them significantly raise their click-through rates (CTR) and conversion rates. KitchenTime quickly saw the benefits and in August 2014 KitchenTime implemented the Mojn scripts with Mojn assisting in setting up a feed and creating a banner design for their emails. In mid-September everything was in place to begin sending out emails with Mojn customizing the content. KitchenTime sent out their first email on the 29th of September.
Be it fortunately or otherwise, you can’t be hands on with every email you send out. There should be a large majority of your campaigns that are fully automated leaving you to tend to other areas. Automated emails are an important part of engagement so it’s worth bearing in mind a few fundamentals. The when and the how are the vital things to consider and it’s all about making sure that although they’re often uniform, the copy and the context help personalise an individual’s experience. When a person’s online behaviour hits a trigger, your automated emails have them covered to bring them back to you.
While having all the data you could want (and often can handle) at your fingertips is a blessing, it can be viewed as otherwise by consumers. Many individuals are deeply concerned about their personal information and how it is used online. While the law currently lags behind technology in terms of how you can gather and use the personal information you have about your current and potential clients, many companies have taken proactive steps to show that they gather, store and employ data in a secure, private manner that requires explicit consent.
After the success of our series of posts on behavioral ideas or theories and how they relate to email marketing and e-commerce, we thought this week we’d not only give you quick access via links to previous posts but a single PDF of all the content from them for you to take on the go. We present Behavioral Insight: The Series. You’re welcome ;D