Retailers Falling Flat on Personalised Content
One of the ways of improving the customer experience to increase satisfaction and brand loyalty is by using online personalisation. Monetate carried out research into online personalisation and found that only 59% of retailers were using personalisation across more than one of their online channels. This figure is disappointing, especially considering that 93% of retailers recognise that consumers are seeking personalised content.
There are a couple of reasons cited for failing to deliver personalised content across multiple channels.
- The inflexibility of their chosen ecommerce platform. Perhaps updating to a modern platform is an investment worth making to gain the advantage over competitors and winning the battle for customer loyalty.
- Lack of human resources. Outsourcing could be an option here or using automation to reduce the need for human input could provide a simple solution to this problem.
Videos Edging in On Search Engine Results Pages
Searchmetrics discovered that videos now appear in a quarter of the search results. Their study revealed that page one of Google only features 8.5 organic links but there are many other ways of reaching the desired page one using other marketing opportunities, including:
- YouTube videos present the best opportunity for marketers, as 9 out of 10 videos reaching page one are hosted on the popular platform.
- Searchmetrics found that in almost all search queries performed; at least one of the results was boxed out content. This content includes Twitter cards, videos, images and apps.
If videos aren’t part of your digital marketing strategy, perhaps it’s time to introduce them.
Is it Time to Change the Time You Target Your Audience?
YuMe’s new study shows that consumers are more likely to respond to digital marketing ads they see in the morning. This goes against common belief that the evening is the best time for advertising to their audience. 10,000 consumers were questions in the study. One of the questions asked to rank the willingness to receive messages from a brand on a scale of 1-100. Morning proved to be the most popular, scoring an average of 59 from consumers, compared with an average of 45 in the evening time.