Cross-Device Customer Journey Mapping [Infographic]

An example from Financial services showing insight on how to map your customer journey and optimise it for maximum conversion rates

Twenty years ago, customer journey mapping was much simpler. Your customers likely saw an ad in a magazine or on television and then went to a brick and mortar location to make the purchase or made an order over the phone. Simple, right?

Not so today…. With all the digital devices your customers have access to (television, smartphones, tablets, desktops, laptops, etc), the customer journey can become much more convoluted. Consumers may hop on their tablets to research a product, and then later that week, use their desktop computers to place an order online. There are an unlimited number of ways that customers can move through the consumer journey, but one fact holds true: only 2% of customers buy a product on their first visit to the website, meaning that understanding the various twists and turns on your customer journey is crucial to recapturing lost sales opportunities.

This financial services customer journey mapping example from research analysts GfK shows the complexity of today’s customer journeys across multiple devices and through time, particularly for high involvement or high-value purchases. For personalization to be truly effective we need to deliver messages based on how our audience has previously interacted with us and the device they are using or, where known, their current location.

Because the customer journey includes so many types of technology, businesses can benefit from building adaptable cross-channel experiences for their customers. While it’s true that marketing and retargeting may help you capture and recapture your customers, you can also take preventative measures to stop them from falling off the path to purchase.

Three of these preventative measures are known as the three Cs: create, capture, and calibrate. By creating ecommerce sites that are responsive across devices, capturing your users’ attention with fast-loading content, and calibrating your experience to your unique customers, you can prevent customers from falling off the path to purchase, resulting in increased conversions and revenue for your company.

Thanks to Signal for creating this infographic

from Blog – Smart Insights http://www.smartinsights.com/online-brand-strategy/multichannel-strategies/cross-device-customer-journey-mapping-infographic/

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How to Leverage Pinterest’s Ecommerce Abilities

It’s Time for Ecommerce Marketers to start taking Pinterest seriously.

Pinterest is about far more than collecting aspirational pictures of perfectly decorated rooms, stylized desserts, and faraway locales. With the introduction of buyable pins last year, the platform’s more than 100 million active users now also flock to the site to shop.

Compared to other social networks, Pinterest users spend an average of 50 percent more. Many brands are already taking advantage: By the end of 2015, there were more than 60 million buyable pins. In 2016, buyable pins became available on mobile platforms, increasing shoppers’ ability to purchase anywhere at any time.

While other social networks struggle to find ways to convince users to make purchases, Pinterest’s visual user interface makes it an ideal showcase for products of all kinds. Research by Shopify found 93 percent of Pinterest users utilize the site to plan purchases, almost like a vision board.

A Pinterest Home Run

Businesses of all sizes are using pins and boards to effectively market and sell products. Etsy is one major success story — Pinterest makes it easy for the social commerce pioneer’s network of independent sellers to use the platform as a seamless e-commerce portal.

Etsy sellers have used the platform for years to display their products. When a critical mass of users was pinning the website’s images, Etsy added a Pinterest Save button, which allows users to easily save photos from the site onto Pinterest.

That was in the days before buyable pins. Now, the buying process is even more seamless — when an item is for sale, its pin features an attention-grabbing blue price. Instead of being redirected to a third-party site like Etsy, the purchase is made directly within Pinterest’s servers, using BigCommerce, Demandware, Magento, and Shopify’s e-commerce platforms.

Transforming the Online Shopping Experience

Buyable pins open up a new lane for e-commerce companies that may want to bypass Etsy’s (and similar sites’) listing, transaction, advertising, shipping, wholesale, and other assorted fees. By not taking a cut of sales, Pinterest even beats Amazon’s subscription, referral, and closing fees for both individuals and professionals. This positions Pinterest much better in the e-commerce marketplace than competing social networks.

It’s only a matter of time before additional shopper-friendly features follow. In fact, with the introduction of Rich Pins, the company is making its internal search experience work more like Google. This free feature embeds maps, recipe ingredients, and other valuable information within images.

In the future, you may even be able to add multiple Buy buttons for situations such as purchasing all the ingredients for a recipe or supplies for a craft project.

Getting Started With Pinterest

All of this may sound like terra incognita, but optimizing a Pinterest board for a healthy ROI is very similar to SEO-optimizing your web page. To get started, follow these three steps:

1. Create a buyer’s journey. To successfully utilize Pinterest for e-commerce, it’s essential to first determine whether your target audience uses the site. For instance, nearly 70 percent of the platform’s users are female and between the ages of 25 and 35.

What makes Pinterest unique is that you can determine what stage of the buyer journey a user is in by the location of your pin. If she’s viewing a pin on your brand’s board, she’s likely just becoming aware, but when she repins it to her own board, she’s likely in the consideration stage. Once a user reaches the decision stage, Pinterest’s Buy button handles the rest.

2. Fill themed boards with great content. Etsy’s evergreen popularity on Pinterest is thanks to the site’s enticing boards filled with great content. Guest pins by Etsy sellers, popular bloggers, and even major brands like Martha Stewart Living have all been featured on the brand’s boards.

And not every Etsy pin is sales-related. Many contain links to points of interest all around the web, not just back to Etsy.com. By following a similar tactic of delighting your followers, you’ll build a strong network that increases visibility, backlinks, and traffic to your Pinterest account and, ultimately, your web page.

Keep in mind that the more you pin, the more engagement you’ll get, so try to schedule between 10 and 12 pins per day.

3. Apply for buyable and rich pins. Of course, neither Rich Pins nor buyable pins are available to just anyone. They’re additional features brands have to request. The Pinterest for Business site has a waitlist you can sign up for, or you can activate buyable pins on one of the e-commerce websites listed above. Keep in mind that while you won’t owe Pinterest any fees for these features, you will need to subscribe to one of the e-commerce platforms.

You’ll also need to validate your website to have Rich Pins appear on it. Similar to Twitter Cards or Facebook’s Open Graph, Rich Pins can greatly increase the visuals on your web properties using social integration.

We increasingly rely on mobile devices to browse the web — content with eye-catching visuals is 40 times more likely to be shared than text. This makes Pinterest an ideal social platform for e-commerce. If your brand isn’t already represented on the platform, what are you waiting for?

Thanks to Tony Tie for sharing his advice and opinions in this post. Tony Tie is a numbers-obsessed marketer, life hacker, and public speaker who has helped various Fortune 500 companies grow their online presence. Located in Toronto, he is currently the senior search marketer at Expedia Canada, the leading travel booking platform for flights, hotels, car rentals, cruises, and local activities.

from Blog – Smart Insights http://www.smartinsights.com/ecommerce/social-commerce/leverage-pinterests-ecommerce-abilities/

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What’s the Bleisure Revolution? [Infographic]

How workplaces at high-tech social media giants meld work and leisure

According to Edel Mahony’s research, from All Systems Commercial Fitouts, there is a new phenomenon called ‘Bleisure’, referring to the blend of work and personal life, or leisure time and he showcases in his infographic how the big tech giants (Facebook, Google and Twitter) are accommodating this for their workforce through innovative work and social spaces.

Google provide free food for their staff (is this for the staff to work longer hours or to keep them sweet?) and nap pods (for late nights or does a quick nap increase productivity?).

Facebook's 'Bleisure’ code is driven to 'change people’s thinking’ through their work environment by offering cupcake stores, barbeque joints and workable walkways for fast meetings.

Jeremy Myerson, Co-Editor of Time and Motion Redesigning Working Life, sees this new future as the 'new contemporary workforce where the gates never close’.

This may not be for everyone, although it seems to work for these companies whereby loyalty is rewarded through social and cultural benefits.

Thanks to Edel Mahony, the marketing executive of a company called All Systems Commercial Fitouts, he has produced a stunning infographic on how tech giants such as Facebook, Google and Twitter are shaping the in which we work, and are shaping the work culture of tomorrow.

from Blog – Smart Insights http://www.smartinsights.com/manage-digital-transformation/digital-transformation-strategy/bleisurerevolution/

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If Optimizing Customer Experience Isn’t the Goal of Your Digital Foundation, You’re Doing It Wrong

Marketers typically understand the value of delivering the best possible experiences to their prospects and customers.

However, most organizations remain siloed like they were before the digital age and digital foundations, the platforms that ensure the customer experience is consistent across all channels and touchpoints, continue to be fragmented.

Building the Best Experiences
So successfully facilitating ideal customer experiences can be very difficult — even though it is now crystal clear that all departments must be involved in creating digital experiences and understanding customer journeys for an organization to remain competitive.

While it may seem less expensive to acquire point solutions rather than employ a unified technological platform, that approach will inevitably sacrifice digital security and company-wide cloud collaboration.

It will also delay your entry into a world in which, in the next 10 years, 40 percent of today’s businesses will cease to exist … largely, because they didn’t provide for their customers’ needs.

6 Tips to Ensure Your Company’s Survival
What can you do to be sure that your organization is one of the 60 percent that survive these next 10 years? Here are six tips for putting your company on the road to success.

1. Learn About the Customer Journey From Your Marketing Department
Marketing departments were among the first areas that felt the digital transformation as they were forced to find new ways to reach, delight and acquire customers.

Because of this, it’s important to learn what your marketing department is doing now and the journey it’s taken to get there. Facilitate a company-wide presentation with insights gained on targeting segments of the customer journey; the changing face of customer demands; and the importance of personalized, real-time content.

2. Break Down Organizational Silos and Map Out Customer Journeys
Have a meeting with each department in your company, so you can map out your entire customer journey — through every touchpoint and for every channel.

While each department’s efforts may be great for departmental efficiency, help them to see how those same experiences could also result in lousy customer experiences, which will inevitably, affect ROI. Everyone must buy in to the idea that they work only for the customers and that everyone’s end goals are the same: to satisfy and even delight your customers.

3. Avoid Dependence Upon IT Resources and Expertise
Don’t invest in complicated solutions that make you dependent upon IT expertise in day-to-day operations. You need intuitive, streamlined workflows that allow creative and marketing teams to easily find the assets and customer insights they need to deliver relevant campaigns.

4. Use Data to Understand Your Customers
Start by understanding and integrating the data that you are currently collecting — from both your online and offline channels. Some companies already do an excellent job of using analytics and testing to gain insights and understanding into how customers are responding to digital experiences.

These marketing-analytics solutions give businesses the ability to view the success of their engagement strategies in real time, reducing lag time between campaigns while enabling better-informed decisions to be made about future marketing efforts.

5. Stop Telling Your Customers What to Do — Ask Instead
Try asking your customers what they want to do. Rather than constantly telling customers what to do — download an app, visit a website, read an email — give customers the option to explain what experiences they want to have. These conversations can lead to much more customer satisfaction than ever before.

6. Create Solid Foundations for Delivering CX
If various pieces of your workflow are housed on separate platforms, each department in your company will inevitably be unaware of what the others are doing — resulting in mistakes, delays, inefficiencies, and missed opportunities.

Most importantly, if your digital foundation is fragmented, it’s nearly impossible to offer every customer the personalized, relevant services they’ve come to expect. It’s about providing a topnotch customer experience.

Aim For Consistent CX
The digital age is fast-paced and relentless. If your business is going to survive, you’ll need to ensure the customer experience is consistent across all channels and touchpoints.

Don’t start your digital foundation off on the wrong, fragmented foot; make the right move by building an integrated digital foundation that is focused on optimizing the customer experience.

Because of this, it’s important to learn what your marketing department is doing now and the journey they’ve taken to get there.

This post was originally published on CMSWire.com. 

The post If Optimizing Customer Experience Isn’t the Goal of Your Digital Foundation, You’re Doing It Wrong appeared first on Digital Marketing Blog by Adobe.

from Digital Marketing Blog by Adobe https://blogs.adobe.com/digitalmarketing/web-experience/optimizing-customer-experience-isnt-goal-digital-foundation-youre-wrong/

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The 3 types of Hashtags you should use

Are you using hashtags correctly?

The discipline of marketing is filled with jargon, especially within digital marketing where constant technological change causes prevailing shifts in the landscape. Never have there been more three letter acronyms (TLA).

The elusive ‘hashtag’ symbol, which most people know from entering conference calls, still causes confusion amongst my clients and peers when used on social media platforms. Not so much what they are but when and how to use them. The approach laid out here is by no means an all-encompassing thesis study, merely a brief attempt to demystify the matter in my own subjective opinion.

Hashtags, although used in IT since the seventies in a different context, were popularised by Twitter in the late noughties as a way of clustering similar topics into easily retrievable categories, i.e. search #summer to find all conversations categorised as a ‘summer’ topic. This enables you to join conversations on topics that interest you, from politics to the final episode of Game of Thrones.

Hashtag defined

“A hashtag is a type of label or metadata tag used on social network and microblogging services which makes it easier for users to find messages with a specific theme or content. Users create and use hashtags by placing the hash character (or number sign) # in front of a word or unspaced phrase, either in the main text of a message or at the end. Searching for that hashtag will then present each message that has been tagged with it.” (Wiki.) For a more comprehensive introduction to hashtags I can recommend this article.

Here is a list of some of the social platforms where hashtags can be used, with varying degrees of results.

1. Twitter
2. Vine
3. Instagram
4. Facebook
5. Pinterest
6. Tumblr
7. Google+
8. YouTube

Extend your reach beyond your fans

With the evolution of social advertising solutions, a growing number of monthly users and ever more content platforms are slowly adjusting their algorithms to optimise what people see in their newsfeeds. According to Facebook there are up to 1,500+ daily posts in people’s newsfeeds. As such they had to adjust the algorithm to favour content from your family and friends over brands that you may follow. It’s the ‘user and user experience always comes first’ ethos. Well, and Facebook want you to advertise too.

Although organic reach is diminishing it is still possible to reach a large audience with organic content. We posted a piece for a client last week which achieved 1,500+ comments, 700+ Likes and reached over 40,000 people. That post was not promoted (advertised). Good content and a strong fan base can still cut through. What’s more, other platforms like Twitter, Instagram, Pinterest etc. still haven’t throttled back their organic reach (Although Instagram is starting to). Here lies the opportunity to deploy strategic hashtags to extend your reach and join other relevant conversations.

According to conversations I’ve had with Twitter and Instagram, the recommendation is to use up to three hashtags per post. Again, this article simply provides a recommendation, depending on which sector you operate in and the platform in question you may well have had success using more hashtags.

The three Hashtag types I would recommend (example Nike):

1. Brand related (#JustDoIt)
2. Category related (#Running)
3. Moment/cultural (#LondonMarathon)

You can read the rest of Eliot’s blog on his site, and follow him on Twitter.

from Blog – Smart Insights http://www.smartinsights.com/social-media-marketing/twitter-marketing/the-3-types-of-hashtags-you-should-use/

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Is Adobe Summit 2017 Worth Your Time?

We get it — it’s difficult to take time off from work. So, a conference has to be pretty amazing to justify spending multiple days away from the office. Well, we think Adobe Summit qualifies as pretty amazing — and past attendees overwhelmingly agree. In fact, more than 94 percent of last year’s attendees said they would recommend Summit to their peers.

Why Should You Attend Adobe Summit 2017?
Following are just three of the many reasons that Summit is worth the time you spend away from work.

1. You Will Have Access to an Abundance of Invaluable Content.
No matter whether you’re just getting started in digital marketing, or you consider yourself a digital marketing expert, there are all levels of content available for you. Learn advanced techniques, best practices, and the latest innovations in the Summit sessions. Or get hands on with the detailed tips and tricks in the Summit labs. Summit has over 200 sessions and labs across eight tracks.

2. You’ll Learn About the Future of Digital Marketing From the Experts Themselves.
At Summit, you can obtain the 30,000-foot view into the future of digital marketing firsthand from our executive team. Join us for the Day 1 keynote (Tuesday, March 21) with Adobe CEO Shantanu Narayen, EVP Brad Rencher, and VP John Mellor. In Wednesday’s keynote (March 22), Adobe CMO Ann Lewnes will interview celebrity guests, including NFL star Peyton Manning.

3. It’s a Great Opportunity to Meet With Your Entire Account Team.
This is the perfect time to meet with the folks from Adobe who are your advocates for the products and services you use every day.

In Sum
We think Adobe Summit 2017 is definitely a valuable use of your time away from the office. And, if you need to convince your boss, we even have a helpful letter you can use. Check it out! We’ll see you there!

The post Is Adobe Summit 2017 Worth Your Time? appeared first on Digital Marketing Blog by Adobe.

from Digital Marketing Blog by Adobe https://blogs.adobe.com/digitalmarketing/digital-marketing/adobe-summit-2017-worth-time/

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The Rise of Ad-Blockers [Infographic]

How Marketers and Publishers Can Tackle the Issue of Ad-Blockers

Ad blocking software is great for internet users, but it can be a giant problem for both advertisers and online publishers. When ad blocking software is installed, both display and pop-up ads are prevented from being served. When this happens advertiser’s potential views or CPMs (cost per thousand impressions) are negatively impacted.

Most ads are typically paid for only after they’ve been served. This means that publishers aren’t paid for visits from any browser that has an ad-blocker enabled. Ad blocking is projected to cost publishers nearly $22 billion in 2015 with publishers losing almost 10% of ad revenue due to ad blocking. This number increases as high as 50% for some websites with teach-savvy readerships. As you can see this is a big potential loss for publishers for something that is outside of their control.

The use of ad-blocking software is on the rise as well which spells more bad news for advertisers and publishers. Nearly 200 million people now regularly use ad blocking software which is a growth of 41% over the past year. All hope is not lost however. Signal, a leader in cross channel marketing technology has put together a really useful infographic that offer’s actionable advice for both publishers and advertisers on how to deal with ad blockers and how to rescue your CPM’s. Take a look at the infographic below for more information.

Thanks to Signal for publishing this infographic

from Blog – Smart Insights http://www.smartinsights.com/advertising/rise-ad-blockers-infographic/

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The Top 3 Marketing Trends for 2017

What are the most important marketing investment priorities for Smart Insights members for the year ahead?

Each year, we ask Smart Insights members for their predictions of THE most important high-level digital marketing technique for their business or their clients. This has been really interesting to take the pulse of opinion on marketing trends across the main digital marketing techniques. Thanks if you shared your opinion, we had 2,352 responses from marketers around the world! Here are the results for 2017:

How the top trends were selected

From September to mid-December 2016 we asked readers of our post on Digital Marketing Trends for 2017 to select just one marketing tactic which would give them the biggest uplift in the year ahead. While this doesn’t have a controlled sample of our free research reports like Managing Digital Marketing, it does canvas opinion widely.This isn’t necessarily the most important channel by volume of leads or sales, rather it is the tactic which will give the biggest increase.

Note that the technique shown in the chart isn’t necessarily the most important channel by volume of leads or sales, rather it is the tactic which will give the biggest increase in the year ahead. By asking for just one tactic, this helps shows the the top 3, 5 or 10 top-level trends.

We asked our members this question:

“Select one marketing activity that you think will give your business the biggest incremental uplift in leads and sales in 2017 (or your clients if you work for an agency or as a consultant)”.

To help the decision on which to choose we expanded upon the short labels you see in the graph to help scope the example. For example, ‘Big Data’ is a nebulous term, but when we expanded it to include insight and

• Big Data (including market and customer insight and predictive analytics)
• Content marketing Communities (Branded niche or vertical communities)
• Conversion rate optimisation (CRO) / improving website experiences
• Display (Banners on publishers, ad networks social media including retargeting and programmatic)
• Internet of Things (IoT) marketing applications
• Marketing Automation (incl CRM, behavioural Email marketing and web personalisation)
• Mobile marketing (Mobile advertising, site development and apps)
• Paid search marketing, e.g. Google AdWords Pay Per Click
• Online PR (including influencer outreach)
• Partnerships including affiliate and co-marketing
• Search Engine Optimisation (SEO or organic search)
• Social media marketing including Social CRM and Social Customer Care
• Wearables (e.g. Apple Watch, activity trackers, augmented reality)

You can read more analysis and details under each of these headings in my full article on Digital Marketing Trends for 2017.

from Blog – Smart Insights http://www.smartinsights.com/digital-marketing-strategy/top-3-marketing-trends-2017/

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How Instagram can Elevate your E-commerce Store in 7 Steps

Example of how to harness Instagram to capture new audiences and convert that attention into sales

Instagram is one of the most effective ways to boost your e-commerce marketing. In a recent Yotpo survey of over 165,000 e-commerce businesses, 75% of them reported being active on Instagram. Customer research data is on their side. In fact, the research found that:

• Traffic from Instagram is the most engaged: this means that visitors from Instagram stay on a site for an average of 192 seconds – that’s longer than visitors from every other channel, including Facebook, Pinterest, and Twitter.
• 30% of Instagram users have bought something they first spotted on Instagram: meaning the potential for the browsing conversion to sales is high.
• 83% of Instagram users reported that they were influenced by friend’s posting about a brand on Instagram: meaning Instagram is a powerful megaphone for your brand’s messaging.

Instagram attracts highly engaged customers and providing a giant signal boost for your brand’s message, so here are 8 ways to put Instagram to work for your eCommerce store:

Integrate Instagram user-generated photos into your website

User-generated content, UGC, is proven to be far more effective in catching the eye of internet shoppers.
According to a survey on user-generated photos, 77% of shoppers reported that they’d rather see customer photos than professional photos when making a purchasing decision.
In fact, 72% said that seeing Instagram photos of a product increased their chances of buying.

One of the best ways to capitalize on this is by harvesting customer Instagram photos of your product and featuring them on your product pages.
A recent A/B test of a major E-commerce company’s signature product revealed that displaying customer Instagram photos on the product page increased the product’s checkouts by 24%!

Inspire with creative hashtag campaigns and contests

Hosting a hashtag campaign or contest is a great way to encourage your customers to engage with your brand on Instagram. Here are a few tips to make the biggest possible splash:

• Offer an irresistible reward: An exciting prize will definitely draw crowds. In the #Castmemarc campaign, Marc Jacobs offered a modeling contract to the user who posted the best photo with the tag. This not only generated a huge number of responses- 12,000 selfies in the first 24 hours, to be exact- but caught the attention of bystanders who were intrigued and watched the drama unfold.
• Call on customer creativity: In the #PutACanOnIt campaign, Red Bull challenged customers to take photos of their cans in clever ways that made the can appear to be in unlikely places. Fun or unusual tasks that let customers get creative inspire customer engagement.
• Go beyond product photos: While getting customers to take photos of your product has obvious advantages, it could pay off to think in a different direction. In their #withoutshoes campaign, TOMS donated one pair of shoes to a child in need for every Instagram pic of barefoot customers with the hashtag. These photos required that they not include the product - yet the buzz created for the brand was enormous, with over 296,000 links leading to TOMS.
• Keep contest durations short: The internet moves quickly. Contests should be a week in duration or less. This inspires fast action and keeps things interesting for your customers.
• Make sure your introduction is clear and compelling: Don’t spoil your own contest with a poor introductory post, such as a text-only image or an unclear call to action.

Create a Shoppable Instagram gallery

Instagram currently does not allow clickable links in photo captions, so the easiest way to sell directly through Instagram is to set up a shoppable Instagram gallery, which is a parallel site to which you link in your Instagram bio.
This link will take customers to an augmented version of the Instagram storefront, which contains clickable images that lead to different product pages where items can be purchased. You can also place checkout links in image captions.
The key benefit is that a Shoppable Instagram creates a direct link between your Instagram and product pages. Without it, a potential customer would have to search through your eCommerce store for a product that interested them on Instagram, which could cost you a sale - or a client.

Get Instagram Influencers on your side

Remember the 83% of users that said they were influenced by a friend’s Instagram post? That power is multiplied if you get an influencer posting authentic content about your brand on their Instagram.
Influencers can have hundreds of thousands and even millions of followers, garnering a similar reach to celebrity endorsement with a much lower price tag.
PuraVida bracelets are Instagram marketing pros, and their co-founders know more than a thing or two about the strategic use of influencers. They recently shared with Yotpo some key influencer advice:

• Choose an influencer wisely: Gone are the days when just any influencer will do. Since UGC on Instagram is effective because it’s authentic, it’s important to partner with an influencer who truly fits your brand, enjoys your products and whose followers match your target audience.
• Allow influencers to choose which products to feature: In the same vein, influencers will post more compelling content if they’re showing off a product they truly find valuable. Give influencers a choice in your product line so their reviews will be more sincere.

Place dynamic Instagram Ads

In addition to organic content, Instagram is also a strategic spot to place ads. Forrester reported that engagement from Instagram ads is 58% higher than Facebook ads and 120% higher than ads on Twitter. To fully take advantage of this potential:

• Include reviews: Including a short review or testimonial with your image boosts your ad’s relatability and authenticity. According to Facebook, ads with customer reviews have a 4x higher CTR and a 50% lower CPA.
• Use customer photos: The key to success on Instagram is to blend in, not stand out. Your ad should appear similar to the other posts in a user’s feed so it is not easily skipped over, and the best way to achieve this effect is to utilize the unique UGC you’ve cultivated from the steps above.

Engage with customers

An Instagram hashtag gallery on your website is one way to shift the spotlight to your customers and increase their brand loyalty. Such a gallery not only shows off your product being used in real time, but it also makes those featured feel valued by your brand and encourages their continued engagement, while inspiring new customers to get involved and connect.

Use your Instagram bio link

Your bio link is the only place on your Instagram that you can post a live URL, so make it count!

Here are a few ideas for making the most of your bio link:

• Link to your shoppable gallery: If you have created a shoppable gallery as described above, your bio link is the perfect place to connect your two Instagram galleries.
• Change it up: If you’re not using a shoppable gallery, alternate posting your homepage, your Instagram hashtag gallery, or a featured product, and mention the link in new posts. If you post an image of a particular product, include in the caption that a link to the product is in the bio.
• Tread carefully: There are many websites that Instagram bans links to, such as competitors. Linking to another one of your social media sites, for example, would be risky. Do your research and check that your bio link won’t get banned.

Wrap-up

The numbers are undeniable, Instagram is a major game changer in eCommerce marketing. As you make Instagram work for your brand, remember these main take-aways. Your Instagram page should:

• Inspire - The design and activity of your page, from Influencer posts, to ads, to a shoppable gallery, should inspire potential customers to create and share their own content around your products.
• Feature - You should then feature the customers who deliver the most authentic and appealing content, inspiring those clients to participate more and tempting others to join in.
• Engage - Take that participation to the next level by incorporating featured customer content on your website, and rewarding the best contributions through contests and special campaigns.

If you can achieve all three, your Instagram will not only boost your sales - it will create a dynamic, organic fan base which will only grow and attract new customers to your brand.

Thanks to Ronit Epstein for sharing their advice and opinions in this post. Ronit Epstein is the Marketing Communications Manager at Yotpo. Yotpo is a user generated content marketing solution for online businesses focused on providing the best review experience for customers. You can connect with her on LinkedIn.

from Blog – Smart Insights http://www.smartinsights.com/social-media-marketing/instagram-marketing/instagram-can-elevate-ecommerce-store-7-steps/

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Welcome to Summit 2017

2017 will be the 10th year I’ve been involved in the planning of Summit. Back in 2008, we were in the Grand America Hotel in Salt Lake City (the second largest hotel in the city) and had a little more than 1,200 attendees. Fast forward 10 years, and we are now expecting more than 12,000 people to join us next March at The Venetian | The Palazzo in Las Vegas (the second largest hotel in the world).

Summit has always been about providing the tips & tricks, hands-on training, and networking you need to advance the digital marketing capabilities of your company, as well as your own personal career. For 2017, we are adding more hands-on labs, more industry-focused sessions, and even more time to meet some of the partners that make up our extensive partner ecosystem. And since it can’t be all work, we’ll also again be including those great networking opportunities and entertainment.

If you’ve never attended Summit, this is the year you will want to start. There has never been a more exciting time in the evolution of marketing, and we’re excited for what we’ll be able to share with you at Summit. Over the coming weeks, we’ll be announcing more speakers, entertainment, and insights about what you’ll learn.

If you’re a Summit veteran, we hope you share our excitement about its continued growth, and the opportunities it provides to learn, network, and get inspired for what the future of marketing holds.

See you in Las Vegas!

The post Welcome to Summit 2017 appeared first on Digital Marketing Blog by Adobe.

from Digital Marketing Blog by Adobe https://blogs.adobe.com/digitalmarketing/digital-marketing/welcome-summit-2017/

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6 social media trends to guide your 2017 social media actions

Talkwalker shares their views on the trends to shape social media in 2017 and practical actions businesses should take to gain advantage from them

In 2016 we saw social media networks introduce many new features including Facebook’s live streaming, Reactions, Instagram Stories and major updates to Snapchat.

When the first social media platforms were launched they soon became more than just a place to chat with friends. Brands jumped on them for marketing purposes, journalists spread news stories, and politicians shared their manifestos and opinions as we saw recently with the Brexit in the UK and the US presidential elections.

Now we can see the big social platform offerings overlapping. Facebook Messenger is experimenting with Snapchat’s disappearing messages. Instagram Stories has also stepped on Snapchat’s toes.

So, what social media trends do we expect to see in 2017?

Trend #1 Increasing need to tie social media marketing to tangible results

The big social networks are giving users new ways to create content from Instagram Stories to a variety of choices for paid ads. Digital ad spending is increasing and has overtaken traditional advertising channels. Whilst businesses appreciate the importance of analyzing ROI and KPIs, measuring social media activity is often done using the analytics tools provided by each social network. But such tools don’t offer the possibility of tying in other business KPIs or benchmarking performance against competitors.

 An example of a graph showing social media metrics overlaid with business KPIs

As spending on social media marketing continues to rise, marketers will come under more pressure to really prove the value of their efforts. Brands will need to determine clear goals and tie social media metrics to intermediate goals or conversions like registrations, downloads and traffic, depending on the focus of a campaign and all will have to lead back to revenue. 

Correlating social media mentions with lead generation statistics gives a clearer view of performance

Action: Make sure you have a clear plan for tracking social media metrics and tying these figures to business KPIs

Trend #2 Brands will need to be able to analyze and monitor visual/video content

96% of consumers find videos helpful when making purchase decisions online.

Visual content and especially video, is taking over the Internet. It’s easy to consume and entertaining, with major media brands like Buzzfeed taking the lead. Video content on Snapchat attracts over 10 billion daily views, considerably more than YouTube.

Example of one of Tasty’s top performing posts over the last 6 months

This trend, backed by influencer Neal Schaffer, will grow as companies realize the full impact video content will have on their marketing campaigns. Analysing these campaigns is important so companies understand better how to manage and measure the effectiveness of their visual/video content. From a brand protection or PR perspective, tracking when, where and how your product is being discussed with this type of content means you can protect the reputation of your brand whilst boosting brand awareness.

Action: Focus on both creating and tracking the performance of visual/video content

Trend #3 Digital marketing land-grab by social media giants

Social media giants don’t want you to leave so they’re adding more and more features, discouraging users from linking away.

This means digital marketers will have no choice, they’ll be forced to find new strategies to generate leads coming from social media sources. With regard to analytics, brands will need to understand the value they’re getting from publishing on each network, and optimize to ensure they’re making the most out of each channel.

Michael Stelzner describes how, “large businesses will become the equivalent of the 1990’s America Online – a type of Hotel California, where you can enter but never leave.”

Action: Start looking for ways to start converting social media users without sending them back to your website

Trend #4 Private messaging and peer to peer networks lead user going to dark social

Users, more and more, are looking for private conversations with individuals or small groups, not broadcasting across an entire social media network. Witnessing this shift, Facebook’s heavy investment into the development of Facebook Messenger and integrating AI, becomes clear. It is moving quickly towards becoming a marketing platform for winning customers, live chat, ecommerce, and customer support.

Looking to the future, brands will need to build local communities if they wish to continue targeting their audience with their marketing messages. Personalized content will entice users to opt-in to the communities and take part in activities created by the brand such as live events, or engage in one to one dialogue with the brand. Users can then receive live updates through private messaging. Airlines can send flight updates, booking confirmations, etc.

WeChat is already leading the way with half a billion users. Brands are able to create accounts and use them for customer support and advertising. Messages can be sent to customers and once they opt-in, personalized branded content will be sent. Social media influencer Isabelle Mathieu reminds us that, “the four main messaging apps together have a wider community than the four mains social networks.”

A real-life example of this new “hypertargeting” is highlighted by Dave Chaffey when Vauxhall Motors partnered with Twitter to send personalized videos to football fans via DMs.

No problem Conor! #getin @NorthernIreland #gawa https://t.co/ExnuDhEku4

— Andy (@Maartin89) October 24, 2016

Action: Start working out how to use chatbots and other tools to make the most of private messaging

Trend #5 Brands become human - real-time responsiveness will overtake auto-posting

Despite stating earlier that social media platforms are morphing into one, they do still have something that keeps them unique. Each attracts a different audience with its own demographic. When your brand plans a marketing campaign across social, auto-posting will kill your campaign stone dead. Each message must be purposed accordingly, personalized to the audience. Brands using social listening can drilldown and find the individual features of each audience, then tailor according to language, tone of voice, user preferences and needs, and more.

To prove your brand is human, real-time responsiveness gives you the edge. The ability to jump on a trend, reach out to users quickly and start building relationships. From a social listening perspective, this includes tracking for trending news, hashtags, keywords, and mentions of your brand online or on social networks. Keep your editorial calendar flexible and be ready to jump!

Action: Have the resources and flexibility in place to react immediately to news and trends

Trend #6 Live-streaming

Live-streaming will become mainstream and has to part of a brands social media strategy. Brands can boost engagement by streaming seminars, breaking news, music concerts, entertainment and celebrities, sporting events, vloggers, live Q&A sessions, and more. Over the past couple of years, we’ve seen the launches of Meerkat, Periscope, and Facebook Live. Still a bit clunky, we can expect these new platforms to release better content, improve connection speeds, and reduce lagging.

The potential for live-streaming apps is huge, with video watching already ranking as a top activity on Facebook and Twitter. During the recent US election, Twitter and Facebook live-streamed presidential debates. Twitter also live-streams NFL games. Live-streaming isn’t going away. To protect your brand and increase brand awareness, your social listening tool will have to work in real-time tracking images and UGC.

Action: Start thinking of new ways to incorporate live streaming into your marketing and develop your video skills.

We hope you find these social media trends and actions useful. To gain a different perspective based on different social media influencers, check this article on social media trends we expect to see in 2017.

Thanks to Meg for sharing their advice and opinions in this post. Meg Carpenter is a copywriter in the marketing and communications team at Talkwalker, a social media analytics and monitoring platform.You can connect with her on LinkedIn.

from Blog – Smart Insights http://www.smartinsights.com/social-media-marketing/6-social-media-trends-guide-2017-marketing-strategy/

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What makes customers mark your email as Spam?

Chart of the Day: Why subscribers flag email as spam

If consumers mark your email as spam, then this is clearly unwelcome since not only has your brand been tarnished in their eyes, but even worse your delivery rates to existing subscribers could be harmed. So what triggers a ‘mark as spam’ click? Technology Advice Research asked 472 U.S. adults, “for what reasons have you marked a business’ emails as spam?”

The results show that nearly half of customers mark emails as spam because of the frequency of emails. There isn’t a one rule fits all in regards to email marketing frequency because each list, segment or country is different and your frequency should match this.

Almost a third of people claimed they hadn’t purposefully subscribed to receive to the emails. This does not mean that they have been necessarily “spammed”, it could be as simple as 'forced subscribe’, which is the implicit opt-in process of automatically having to agree to receive a subscription during a purchase or download.

One obvious answer is that it was probably easier to click, “spam” opposed to finding the unsubscribe link. If your unsubscribe link is hard to find, or the process is long winded, like having to log into an account you don’t remember setting up - expect to be marked as spam. The really interesting statistic is the 18.6% of customers who chose, “none of the above”, showing how difficult this is to get right.

Key takeaways:

When developing and measuring your email programme, you should consider:

1. Frequency - tailor your campaigns not to the message you are trying to sell, but to your clients.
2. Respect - if you have to force your clients into subscribing, your retention rate will be low.
3. Simple - keep engagement simple and easy. If your clients want to unsubscribe, don’t make it difficult. A unsubscribe is much better than a spam label or complaint.

• Source: Email Marketing Research Chart: Why subscribers flag email as spam
• Sample Size: 472 Surveyed email subscribers from 2-4 March 2015
• Recommended Resource: Email Marketing Toolkit

from Blog – Smart Insights http://www.smartinsights.com/email-marketing/email-deliverability/makes-customers-mark-email-spam/

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Does retail banking need to make an Amazonian effort to keep pace with consumer demand?

How financial services firms can harness the digital revolution

Consumer expectations are growing. Recent research suggests that given the chance, over half of financial consumers would opt to bank with Amazon. Why? Because a company famous for delivery innovation, outstanding customer service and indeed, thinking outside the box, has fundamentally disrupted the service industry, reinventing what it means to provide a best in class customer experience. We believe that in the age of the expectation economy, there is much that retail giant Amazon and disruptors like it, can teach brands about what it means to provide an outstanding experience and stand out from the crowd.

There is no shortage of commentators noting that the retail banking is set for change with a new breed of innovators entering the industry. It’s not only Millennials that are demanding more Amazon-like experiences from every service provider and banks need to catch up quickly. All customers are making these demands. The opportunity is huge.

No-fuss problem-solving, always-on access, out-of-hours or even same-day delivery and new ideas daily are all reasons why Amazon is leading digital.

Download Expert Member resource – Financial Services Marketing Trends Guide 2017

In this guide we examine the key trends, customer behaviours and new digital innovations which are shaping the future of the Financial Services (FS) sector. This guide has been created to share examples of the latest trends used across digital media and technology to improve reach, user experience and conversions. You can use this sector specific guide to enable you to inform your digital strategy and keep up to date with unique trends which will shape future investments..

Access the Financial Services Marketing Trends Guide 2017

Banks can, of course, argue that Amazon is a digitally native company. It was built on a digital-first framework that lets it be completely iterative. It isn’t hamstrung by decades of legacy systems and stringent regulation. But increasingly, neither are banks.

There is so much opportunity for traditional financial services providers to leverage their data and heritage to become fully successful customer-centric organizations.

Emulating three key pillars of Amazon’s underlying strategy is not a bad place to start.

1. Data today underpins everything. It is the hygiene factor. Retail banking should be working to de-silo data, enrich it and make it work across the omnichannel. But using data intelligently creates an opportunity for intimate, one-to-one connections with customers, and automation efficiencies that it is no exaggeration to say, have the potential to revolutionize retail banking.
2. Partnering with new, agile service providers whether in enhancing back-end systems through Software as a Service (Saas) or managed services, or in creating front-end solutions for more tech-oriented segments is a strong way to follow Amazon’s service example. Amazon may have huge warehouses but it can’t provide everything. For the things it can’t, it finds the right partners who can.
3. Trust has been paramount to setting Amazon at the top of the retail tree. Incorporating genuine customer reviews from the start, creating full price transparency (“product is cheaper from these sellers”) and no-quibble customer service brought the customer on-side even in the early days of e-commerce when buyers were wary. Prioritizing building trust is one of today’s ‘must do’s for retail finance.

Getting started building a truly customer-centric, omnichannel organization is daunting, but if you want to thrive and differentiate in a crowded market place, it is key.

So if this has piqued your interest to find out more, the good news is our latest finance report has all of these insights and more to help you deliver a first-class customer experience.

Dave has over 20 years’ experience working with some of the leading names in technology. In addition, he has played a pivotal role working for a number of early state innovators in different technology areas. Taking these start-ups from beginnings to greater market potential. He is an expert in customer experience and ensuring that every customer interaction results in the right outcome for both the business and the consumer.

As industry head at Qubit, Dave is responsible for expanding our client base into new areas that includes finance, utilities, eGaming and publishing. Since starting at Qubit it 2013, Dave has helped leading brands such as L&G, Vitality, Dennis, Travelex, RAC, and The Times develop and execute incredible digital customer experiences.

from Blog – Smart Insights http://www.smartinsights.com/manage-digital-transformation/retail-banking-need-make-amazonian-effort-keep-pace-consumer-demand/

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The future of marketing personalisation tech

We interviewed Certona’s CEO Meyar Sheik about the future of one of marketing hottest trends - personalisation tech.

1. First of all, congratulations on being named top personalisation provider! Can you tell us how Certona uses machine learning and predictive algorithms to predict customer behaviour?

Certona pioneered the use of patented machine learning and predictive algorithms that empower retailers to leverage real-time profiling of individual shoppers across the omnichannel landscape. Certona’s personalisation platform is powered by a sophisticated blend of continuous profiling and real-time targeting that augments behavioural profiles with every interaction. This develops shopper insights that fuel intelligent predictions, letting retailers deliver increasingly individualised experiences as shoppers engage across touchpoints. Within 3-4 clicks on a site, Certona’s personalisation platform ingests real-time shopper data such as location, weather, time of day, day of week, past browsing or purchase history and current session behaviours to curate the most relevant, in-the-moment shopping experience.

2.What advice would you give to a marketer who wanted to start personalising content or delivering personalised product recommendation based off past site behaviour, but didn’t know where to start?

The most powerful capability of personalisation is the real-time aspect of behavioural profiling and predictive targeting. Combining real-time data with historical information lets retailers create deep shopper profiles. This allows marketers to better target shoppers with individualised messaging, product offerings and promotions. To get started, marketers should outline goals, then prioritise implementation accordingly. The homepage is an ideal place to begin. Implementing personalisation into the homepage reduces bounce rates by immediately displaying personalised content and promotions, as well as relevant product recommendations and categories. For example, Marketers can also leverage personalisation to improve performance of organic and paid landing pages, as well as email campaigns. Brands new to email personalisation should start by taking advantage of the nearly 100 percent open rate of transactional emails and offer targeted promotions, content and images, and related cross-sell product recommendations.

3. 2016 has seen some pretty interesting and exciting new tech with marketing applications start to come more into the mainstream, like virtual reality and augmented reality. Do you see these new trends eventually integrating with the kind of personalisation tech that Certona offers?

Augmented reality and virtual reality are enticing concepts to shoppers. Some Certona partners have implemented these cutting-edge features. As retailers increasingly create strategies around these new applications, Certona will develop compatible solutions to support these initiatives and leverage user insights to boost these experiences.

4. Ecommerce businesses need to find a ‘sweet spot’ which combines average order value and conversion rate and depends on the price sensitivity of a given audience. How should marketers go about trying to discover where this ‘sweet spot’ lies?

The personalisation engine should do the bulk of this work for retailers. By leveraging an individual shopper’s behavioural data, marketers can personalise product recommendations, making them relevant to a shopper’s preferences and affinities, including price points.

5. We are seeing ‘content shock’ as more and more companies attempt to use content marketing, thus decreasing its overall effectiveness. Do you think personalisation is the solution to this problem for marketers, and if so, how do you think it can help subvert it?.

Yes, definitely. Personalisation solutions tailor the entire shopping experience according to what is most relevant to each individual shopper. This includes content recommendations and offers. While ramping-up content marketing overall, retailers who leverage a personalisation strategy can reduce the unnecessary noise and ensure all shoppers receive their preferred content (images, offers, articles and videos) at the right time in the shopping journey.

6. We’ve all been served re-targeting programmatic ads for a product we bought weeks ago, where you think ‘yes I bloody know about that coffee maker, that’s why I bought it’. How can marketers using personalised retargeting ads get around this problem?

Marketers need to extend their personalisation strategies across the omnichannel landscape to create a connected experience and avoid the “you don’t know me” experience. Retailers can avoid recommending products a shopper has previously purchased by simply leveraging continuous profiling and real-time targeting solutions. Omnichannel personalisation enables retailers to track shopper activity in real time and make immediate adjustments to reflect recent purchases and other activities.

7. With the modern consumer journey taking place across multiple devices, how do you go about tracking activity across different devices, some mobile, some desktop?

Today’s consumers are no longer single-channel focused when it comes to shopping. Certona’s unique ability to model consumer behaviour and shopping patterns with predictive targeting in real time, regardless of touchpoint, enables retailers to efficiently connect with shoppers across all channels. Shopper behaviour and preference data is generated from many touchpoints, operational systems and third-party sources. The ability to connect the dots across all channels over consumers’ shopping history is key. The more retailers know about their consumers’ shopping behaviours, the more relevant and individualised the experience. This drives significant increases in customer engagement, loyalty and lifetime value.

8. Do you find there is a point of diminishing returns with personalisation where hyper-personalised ads just tend to disturb customers because it looks like you know too much about them and they feel their privacy has been invaded?

It’s up to the retailers to be responsible in handling consumer data, especially as concern grows around digital trust. Shopper trust is a two-way street and most shoppers are willing to trust brands as long as brands use the data collected to deliver something of value. Retailers must retain trust for an overall positive impact.

Thanks to Meyar Sheik. for sharing their advice and opinions in this post. Meyar is CEO of Certona You can connect with him on LinkedIn.

from Blog – Smart Insights http://www.smartinsights.com/ecommerce/web-personalisation/future-marketing-personalisation-tech/

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Improve Cross-Channel Marketing Campaigns With a Single Customer View

Today’s marketers have greater access than ever before to data that paints complete pictures of the customers they’re targeting. A successful cross-channel campaign is propelled by a personalized, data-driven approach. Unfortunately, many organizations aren’t sure what to do with all the data streams coming their way.

Econsultancy and Adobe conducted a survey of 3,600 marketers and e-commerce professionals, and the results showed that only 20 percent of marketers have created actionable, single customer views. For many organizations, data silos are standing in the way of full digital-marketing maturity.

Resolving the Problem With Data Silos
Most organizations have vast amounts of customer data that can be used to drive marketing campaigns. However, this data typically resides in silos because different teams are managing different channels. In July and August 2016, Econsultancy and Adobe conducted another global survey of 2,065 marketers and e-commerce professionals in which only five percent of respondents said they use a single platform that manages data across multiple channels. Data silos prevent companies from developing single, or cohesive, views of each customer, limiting brands’ abilities to provide consistent, meaningful, and thoughtful customer experiences across all touchpoints. Without a clear, integrated customer profile, campaigns fall flat, response rates decline, customers opt out, and overall marketing performances decline. Not having a single customer view can be very costly, making it imperative that marketers have access to the kind of integrated customer profile that fuels highly engaging campaigns and helps brands develop meaningful customer relationships. But, to be successful, brands can’t just focus on their digital touchpoints.

Combining Online and Offline Data
A significant part of developing a single customer view is integrating online and offline data, which provides a more complete view of all customer interactions — whether online, in-store, in-app, or via email — and enables marketers to provide consistent experiences across every channel and touchpoint in the customer journey. By having an integrated customer profile that combines online and offline data, marketers can more easily provide truly meaningful customer experiences that reinforce the brand message across all channels. The results include increased engagement as well as a higher likelihood for conversion, long-term loyalty, and brand advocacy.

Moving Toward an Integrated Customer Profile
Integrated customer profiles allow marketers to not only leverage customer campaign-contact histories, demographics, touchpoint data, and behavioral data to drive personalized and contextualized experiences, but also utilize predictive-analytics strategies that enable them to both understand customer behaviors and predict what customers are most likely to do next along the customer journey.

Intentionally connecting with customers where and how it will be most relevant to their needs makes consumers feel valued and understood and, in turn, fosters brand loyalty and trust. Brands must make that happen by delivering consistent, meaningful experiences and connecting with customers wherever, whenever, and however they interact. An integrated customer profile can pull from a range of connected devices and touchpoints — from iPads, smartphones, laptops, and desktops to kiosks, event and conference data, direct-mail, and voice and customer-relationship management (CRM) data — to create a consistent customer experience.

Realizing the Effort’s Worth It
With a fully integrated, single customer view, brands can expect some exciting benefits, including:

• Increased engagement that translates into loyalty, increased purchases, conversions, and brand advocacy;
• Faster time to market with marketing campaigns;
• Reduced campaign costs; and
• A data-driven approach to marketing that not only enables enhanced decision making regarding next moves, but also provides the ability to personalize and contextualize experiences every time.

Benefitting From a Single Customer View
Aaron LeValley — director of CRM for National Hockey League team, LA Kings — quickly understood the need for a more integrated customer profile when he joined the team in 2009. Although the LA Kings had a passionate fan base, the team was constantly competing with other professional sports in Los Angeles such as baseball and basketball. LeValley began to brainstorm ways in which the team could not only generate new sales, but also increase customer retention and brand loyalty. The team’s ability to personalize its products — multigame packs, season tickets, and merchandise, for instance — was limited by its inability to integrate multiple data streams and develop a single customer view of their fans. Using Adobe Campaign, the LA Kings not only created a more integrated customer profile — culminating in increased revenue, customer retention, and brand loyalty — but also a 10-percent boost in online season-ticket renewals. Fans of the LA Kings feel as if their team cares and is connecting with them intentionally.

In the End
As the LA Kings demonstrate, the benefits of having an integrated customer profile are much too important to ignore. Brands that want to create engaging and personalized experiences for their customers, foster brand loyalty, and remain competitive must take the necessary steps toward creating a single customer view.

The post Improve Cross-Channel Marketing Campaigns With a Single Customer View appeared first on Digital Marketing Blog by Adobe.

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Democratize Insights Using Adobe Analytics’ Advanced Mobile Capabilities

Brands are now expected to be mobile first, as mobile traffic now exceeds that of desktop. Yet, many brands’ mobile conversion rates are dismal in proportion to the heightened traffic they’re seeing. Let’s look at what retail brands are experiencing industry-wide this holiday season:

• Mobile Bounce Rates — On average, mobile bounce rates are 10 percent higher than desktop bounce rates;
• Mobile-Consumer Satisfaction — Mobile consumers are 4 percent less satisfied than those who shop from desktops;
• Desktop Conversion Rates — Desktop conversion rates are 2.7 percent higher than smartphone conversion rates; and
• Unsavory Mobile Experiences — Five percent of shoppers will drive approximately 35 percent of revenue from mobile due to unsavory mobile-buying experiences that consumers have begun to associate with mobile shopping.

Still, mobile cannot be ignored. Hands down, it is where brands need to be because it’s where their most-valued consumers are. Those brands that have yet to discover their secret sauce for mobile-conversion success still have some work to do. In his post, “Three Ways Mobile Optimization Can Increase Mobile Conversions,” my colleague, Rameen Taheri, pointed out some seemingly practical and easily implemented tips for eliminating the most common obstacles standing in the way of mobile conversions — tips such as:

• Identify customer pain points — including where they stumble in your brand’s mobile experience — to prevent customer frustrations before they happen;
• Focus on your high-value app segments and deliver customized, positive, and frictionless experiences for them; and
• Maintain a simple approach to mobile by maintaining clean, clear, and concise mobile messaging.

These are great tips — simple, practical, and valuable — but brands are clearly struggling to implement them. Those few brands that are reaping the rewards of a mobile-first strategy have found their secret sauce for delivering relevant, timely, and frictionless customer experiences in their data.

What Role Does Analytics Play in Mobile Marketing?
Understanding mobile’s role in the customer journey is a key component of becoming a digitally advanced brand. Even on mobile, a great digital experience begins with robust, high-quality data. Great data allows you to understand what works — and what doesn’t — as well as test new solutions to optimize your mobile experience. Unfortunately, up to 80 percent of companies do not even have a mobile strategy in place yet, let alone a way to gather analytics, glean insights, and implement new strategies to improve customer experiences. Mobile-product managers and mobile-product teams need greater access to analytics so that they can move with more agility.

Our newest Adobe Analytics features help mobile practitioners dig deep into their mobile data to formulate secret recipes to boost those dismal conversion rates. And, they can do it without long delays from IT, allowing for real-time, relevant experience delivery.

Analysis Workspace’s Mobile-Centric Design Focus Empowers Mobile-Product Managers.
My colleague, Ben Gaines, points out that mobile-product managers need reliable customer intelligence to help them optimize their mobile-customer experiences. To obtain this, he explains, we have applied a mobile-first design philosophy in Analysis Workspace to deliver simple and intuitive insights for mobile-product managers and mobile teams. Our goal is to democratize mobile analytics so that customer intelligence is placed into the right hands as quickly as it’s needed. Our Fall ‘16 release is focused on ensuring we don’t silo mobile apps (or treat them as someone’s pet project), but instead, treat the mobile app channel as an indispensable part of the multichannel customer journey. Take a look at how these feature make this integrated and holistic approach possible:

1. Mobile Starter Projects / Templates
Our mobile-first strategy is built around the idea that analytics should not require an advanced degree in statistics for someone to understand them. That’s why we’ve provided simple — yet, versatile — reports for mobile-product managers. These analytics tools allow product managers to understand key mobile-success metrics. With these analytics templates, you don’t have to start every project from scratch. Instead, you can gain the mobile insights you need more quickly than ever before. Take a look at the following video — presented by Justin Grover of Adobe Analytics Project Management — for an easy-to-follow overview of Starter Projects:

2. Advanced Flow Exploration
Our mobile-flow exploration allows you to understand how your users move through the app. This is a bidirectional tool, which means you can start from the beginning or from the endpoint. So, if you want to understand the customer journey that would result from someone taking a certain action — let’s say, for instance, someone signing up for your newsletter — you can start at the action and work backward to understand exactly what he did that led him to taking that action. This allows you to improve conversion rates based on the insights you gain. Understanding the customer journey gives you better insight into user behaviors and preferences. Thus, you can use this understanding to create experiences that drive customers where you’d like them to go — and, ultimately, increase conversions. My colleague, Travis Sabin provides a great video on just how this works:

3. Advanced Fallout Analysis
It’s also important to understand where customers tend to “fall out” of the sales funnel. Our Advanced Fallout Analysis allows you to understand fallout, fall through, and conversions as well as what led users to each action. One distinctive benefit of this is that you can understand what users were doing that may have caused them to fall out. For instance, if users continuously leave your mobile experience when they hit a certain page, it’s quite possible that the page is not as mobile-optimized as you might hope it is. Understanding this can help you reduce your customer’s pain points. To help you dig into these insights, Travis also offers a step-by-step walkthrough on how to create a simple funnel report for your app:

4. Histograms
Another great feature that accompanies our Fall Release is histograms. These allow you to identify your high- and low-value customers. Understanding these metrics can be especially important in driving your mobile strategy. They can help you decide whether to focus on the user flows of high-value targets or to increase the importance of low-value targets. For instance, if you know that 20 percent of your mobile users are responsible for 80 percent of your conversions, you may seek to ensure that your mobile experience continues to meet their needs and keep them as satisfied as possible. Histograms can help you identify who those customers are and what their true value may be. For an introduction video on this feature, check out Justin’s video on Histograms in Analysis Workspace:

At the End of the Day
We’re striving to make mobile app analytics more intuitive and accessible to mobile-product managers and product teams (in addition to the data scientists) while making them an ingrained part of an entire customer-journey’s analytics. We’re leveraging 15+ years of industry experience in analytics to help brands attain better customer intelligence. The goal for everyone is to understand how to increase mobile conversions — and we’re providing the mobile analytics to make it possible for brands to meet this goal.

The post Democratize Insights Using Adobe Analytics’ Advanced Mobile Capabilities appeared first on Digital Marketing Blog by Adobe.

from Digital Marketing Blog by Adobe https://blogs.adobe.com/digitalmarketing/mobile/democratize-insights-using-adobe-analytics-advanced-mobile-capabilities/

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