Email has been a staple part of marketing for more than 50 years now. Since its early days, people have used a few key metrics (namely but not exclusively delivery rate, open rate and clickthrough rate CTR) to understand the performance, with little innovation in reporting. Meanwhile, technology and privacy rights have matured, which has meant the faithful open rate …
The magic of the personal touch: Why people-based marketing works in the digital age
Everyone wants a personalised experience online, and nobody likes irrelevant adverts. In the digital age, you need to have that personal touch if your brand is going to be seen by the right people. #marketing #adverts #advertising #crm #customerexperience These days, everyone wants a much more personalised experience when it comes to shopping online. Bombarding people with marketing they see …
How to build a bigger CRM database
The bigger your CRM database is, the more people you will reach and engage with. Here are ten top tips for help you grow your database. #crm #marketing #email #emaillist #database #customerbase Your customer relationship management (CRM) database is an incredibly important part of your marketing strategy, as it helps you get to know the people who might be buying …
Get more sales on Black Friday online – now stores are closed for lockdown
In 2019, 77% of Black Friday sales took place online (PWC) but only 51% of the presale research. With another lockdown starting, retailers only have their online storefront this year and the only ‘free’ channel they have to communicate is via their CRM but how do you cut through the noise, win new customers and make sure your advertising costs …
Engaging mobile consumers is about more than just optimising your mobile website
Since the start of this year, Google have been touting the imminent mobile-first update of their search index, which will treat the mobile versions of each site page as the primary pages to index. For brands who spend big in SEO, this means ensuring sites are mobile optimised in every way possible, not only addressing mobile format, functionality and speed, …
Why Unilever and Procter & Gamble need to look past display before writing off digital channels
Unilever and P&G have announced they are reducing their adspend by nearly 60%, as a reaction to lack of transparency and trust in media spend. esbconnect MD, Suzanna Chaplin, outlines why in her view this has its roots in the demand for Reach from these brands. Roll back twenty years and brands routinely spent obscene amounts on advertising with no …
Can you guess what it is yet? Why your ads might only get 49% of the views you think they do.
esbconnect’s Managing Director, Suzanna Chaplin, argues that display impressions can be a misleading measurement of true ad views when your audience can only see 50% of your ad. Why ad viewability counts Who is actually “seeing” your ads, and how “viewable” they really are, is much more important than advertisers often give credit to, but ad viewability is frequently overlooked …
esbconnect’s Amo Chauhan on the growth marketing tactic businesses must prioritise to turbocharge customer acquisition
…the word “Growth”. What exactly is growth marketing, and what does it mean for your business? “Growth marketing” is not just the latest in a long line of marketing buzz words, it’s the strategy by which marketing and sales activities drive sustained and scalable long term business growth. Sounds exactly like traditional marketing right? Wrong. Growth marketing is the process …
