New Boston Consulting Group report on the Economic impact of Internet on retail
Value/Importance: [rating=4]
Recommended link: BCG Perspectives March 19th article
A new report on consumer and business use of the Internet in the G-20 countries
If you've been working in online marketing or Ecommerce for a while, it's easy to lose sight of how new digital platforms are, and the opportunity they will still bring in the future.
A major new research report by the BCG Group reminds us of the future potential by its review of the size of the opportunity - $4.2 trillion by 2016 they estimate. To put it into a more meaningful perspective, if it were a national economy, the Internet economy would already rank in the world’s top five, behind only the U.S., China, Japan, and India, and ahead of Germany.
You can read the full report summary above, here is what stood out for me:
1. UK…
Social media is about MUCH more than the tactics
This instagram has been doing the rounds during February, there's a fair chance you've seen it?
I like it! It has been shared tens of thousands of times and rightly so. Anything that simplifies our increasingly complex marketing approaches has to be a good thing. Or does it? It maybe oversimplifies, it it's applied to social media marketing?
Well for one thing - it perpetuates the myth that social updates from people or brands are just broadcast, rather than interactive. If I were to grab a marker to explain social media interactions it would look more like this:
From social tactics to social strategy
But a bigger issue I fear, it's yet another…
Three paths to digital marketing optimisation
Today, many companies are working on conversion improvement, but without an overall strategy which joins the different approaches together as part of an overall conversion strategy. The tools available in our toolbox break down into three, often used individually, but increasingly used together:
Classic site analytics - Uses web analytics tools, site feedback tools and analysis of behaviour to find problems and suggest fixes
A/B and MV Testing - AB and multivariate testing which test multiple experiences including both pages and paths to see which is best
Personalisation - Providing relevant recommendations through targeting rules or algorithms (overlaps with email sequences)
I see these three approaches as paths on the journey to site optimisation often intersect and are complementary. Each can facilitate the more effective use of the others. But while these three paths to optimization should be complementary, they are mostly deployed in a siloed manner that…
Lo primero es lo primero…
La planificación de marketing digital no es diferente a ningún otro plan de marketing, de hecho es sumamente extraño tener planes separados para “digital” y “off-line” debido a que no es así como los clientes perciben tu negocio. Sin embargo, a menudo se nos requiere separar los planes para “digital” solo en cuanto a la estructura de los equipos y los informes y para ayudar a la transición a digital antes de que se vuelva algo habitual (“Business as usual”). Un formato común ayuda a alinear tu plan a otros planes de marketing!
Nota: Esto (download - free for Basic members) es un documento de Word sin formatear de SmartInsights.com, traducido al español por Mabisy.com, crea tu tienda online y paga solo si vendes, que tiene la intención de ayudarte a crear rápidamente tu propia plantilla eliminando las notas de guía en cursiva.
This is a…
Our framework for marketing success
You may remember our strategic RACE framework which we created to provide a means to contextualise digital marketing tactics. We've developed this with a new visual to show a planning and management process to use on marketing projects.
Our new Growth Wheel infographic developed in collaboration with First 10 Digital, aims to provide a visual way to think about your marketing planning focused on creating commercial growth by integrating digital channels.
About the Marketing Growth Wheel
Our Growth Wheel uses a standard SOSTAC® approach to planning, but applied to using digital technologies and channels to create growth for a company. It's based on our experience in planning and implementation for many projects we've been involved with over the…
5 ideas to start your brand revolution in 2012
We're still in the midst of 2012 predictions, they're everywhere at the moment, mostly describing what's already out there. I'm not a futurologist, and if I am honest, I prefer to plan for the less predictable since that's what usually happens.
One trend I do observe, is how much marketing is changing (again, and faster). This is leaving a chasm of opportunity for the right organisations to step up. It has serious implications though... are you and your brand the revolutionary, or destined to be the cast-off of someone else's revolution? We've built our Marketing Manifesto of some of the changes that we think will help you falling into the chasm, but here I expand on some of these ideas.
So what's wrong with marketing?
It's one word: management, or lack of it. I believe that digital marketing…
5 reasons why you don't and 10 reasons why you could
Surely it's obvious, with today's digital marketing platforms like search and social networks, desktop and mobile web applications that you need a digital marketing strategy?
I don't think so, the obvious isn't always obvious, or practical to make happen, or even considered necessary. So, a couple of weeks ago we asked readers of SmartInsights.com whether their company, or if they work for an agency or are a consultant, their typical clients have one. These are the shocking? results...
Thank you if you voted or shared this post, we had around 110 responses, so a fair number, although we have no sample frame of who since it's just an informal poll.
As I suspected, there has been little change since we asked the exact same question back in 2010 as the chart below shows. This suggests that…
12 digital marketing fundamentals to get right in 2012
At the turn of the year, it’s always worth reflecting on the opportunities and challenges ahead to help shape priorities for marketing. In a recent talk for AdTech London, I identified 12 marketing trends, available in the Slideshare embed at the end of the post. In this post I’ll highlight some of the main opportunities and I've added links to our posts and guides to help you think through your strategy.
We've kept this post available on the blog for historical reference, for the most up-to-date marketing trends see our 2015 Digital Marketing trends predictions.
Most important marketing trend for 2012 : creating a cross-channel engagement strategy
We can be sure that there will be will be lots of announcements of exciting innovations and marketing trends in all of the search and social networks within in 2012. We look forward to covering them within our alerts, but they can…
Infographics to give you ideas for managing the new marketing
Infographics seem to be a popular way to learn and share statistics and marketing approaches. We've been selective in sharing 1 or 2 infographics a month during 2011, focusing on those with a clear learning about the impact of a new marketing technique or how to approach it.
1. The content marketing grid from Eloqua
An excellent way of thinking through how and prioritising content marketing for B2B or B2C markets.
2. A whole world of word-of-mouth
This really shows the power of WOM and that favourite social media buzzword of 2011, "amplification".
3. Building a successful brand in the social space - 9 tips from Weber Shandwick
It's the 9 drivers of "world class sociability" that attracted us to this one.
4. Measuring social media ROI - ensure…
8 questions to review your acquisition strategy in 2012
This is a new deck with some new examples for a keynote presentation at the Fusion Marketing Experience in Belgium on 2nd December 2011 programmed by the excellent J-P De Clerck.
I talk about how to find new customers, especially at a time when there's pressure on budgets. As always, my ideas are informed by the latest data and show practical examples of implementing the ideas.
It's structured around these questions to ask about acquisition:
Q1. Does your brand have personality + OVP?
Q2. Mix = are you investing your time/money wisely?
Q3. Is our publishing process effective?
Q4. How do we make online campaigns moreengaging?
Q5. Is your business “social by design?
Q6. Are your practicing “deep SEO”?
Q7. Are we siloed or multichannel?
Q8. Are you “competing on analytics?”
Attracting quality traffic…
