It’s not exactly a new subject, but lately I’ve had reason to revisit the skill of content modeling in my team’s work. Our experience has reached a point where the limitations of how we practice are starting to become clear. Our most common issue is that people tend to tie themselves and their mental models…
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…
What’s your responsive design process like? Do you feel that it’s efficient? The following article is an excerpt from Ben Callahan’s chapter “Responsive Process,” first published in the Smashing Book 5 (table of contents). We’ve collected some useful techniques and practices from real-life responsive projects in the book — and you can get your hard…
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…
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…
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….
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…
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’…
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…
