Adwords bidding landscape has changed as Google confirm the right sidebar on desktop SERP is to be removed. Importance: (For PPC Managers & SEO managers) Recommended source: Search Engine Land Google have ended their six-year experiment with the Sidebar ads, instead opting for three above-the-fold text ads for queries on the desktop SERP and a…
Use these highly actionable tips to give your customer acquisition a huge boost this year Today, consumers expect brands to have personalities — just like people. They demand that companies break the fourth wall and find ways to authentically connect, whether through personalization or engaging with them in real time at the right moment across…
Learning from 6 layered targeting options used by online retailers that can be applied to any business There are many different levels in sophistication of targeting for email marketing. In this post I’ll run through some of the most common examples used by retailers since I think they can often be applied to companies who…
Consider the whole customer lifecycle to boost conversions and retention It’s no secret that engaging your customers is crucial to achieving continued sales, and it’s also well known that it is usually far easier and costs less to get repeat business from existing customers than it is to acquire new ones from scratch. Customer relationship…
McKinsey’s consumer decision journey can help to model how your customer comes to the moment of purchase and discover what makes buy Based on empirical research, in 2009, McKinsey & Company suggested a dramatic alternative to the traditional purchase funnel. Their research was founded on interviews with 20,000 businesses in the USA, Germany and Japan….
Using Cause-and-effect or Ishikawa fishbone diagrams for marketing analysis and management If you’re involved with managing Ecommerce, there are many inter-related marketing activities that are important for success. With the increasingly complex range of channels companies use for communications today and alternative customer journeys on site, mastering best practices is helpful to make best use…
Your international marketing strategy must prioritise website localisation The first objective of most direct-response digital marketing campaigns, be they social, email, banner ads or PPC/Adwords, is to drive clicks to the website. The website is the ultimate destination, and the place where you convert visitors into leads or paying customers. This is as true for…
There is no universal system for structuring domains and URLs for international business; even the big brands differ in how they do it. If you are planning on expanding internationally and want to create translated versions of your site, you’ll have to serve different versions of your site to visitors from different countries. How you…
Digital marketers could face a double whammy on top of the finally agreed EU data law. A parliamentary Select Committee has announced it wants the Government to introduce much stricter data laws that go beyond the recently announced EU law – General Data Protection Regulation (GDPR). In its fourth report subtitled ‘The Big Data Dilemma’…
How to go international with your ecommence Ecommerce opens up a world of opportunities (pardon the pun). Being based online rather than in a physical location means you potentially have access to vast amounts of customers. You are restricted only by the number of countries you can deliver to; in theory any one of the…
