Let’s find out how to perform a competitive analysis – and how you can use that information to your advantage. Why do you need a competitive analysis? Building a successful marketing plan requires knowing your customers and their pain points intimately. That is step one. And step two is knowing how your competitors are addressing […]
It’s Marketing 101: The marketer’s two jobs are customer acquisition and loyalty/retention. When it comes to retention, there’s an often-overlooked factor that plays an over-sized role: trust. Trust comes from a relationship and it builds over time, with every interaction and at every touchpoint. Over time, someone’s trust in the complete consumer experience with […]
80% of marketers use open rates as one of their key metrics for success. We’ve derived this figure from the 2017 Email Marketing Census Report by Econsultancy in collaboration with Adestra, and it may well ring true with your own email marketing strategy. In my experience, however, a considerable number of marketers don’t know exactly what can […]
As the year is now in full swing, many email marketers will be taking stock of the year’s performance and looking for ideas which could provide a welcome boost to KPIs. Yet one of the most powerful weapons in the marketing arsenal could be hidden right in front of our bloated stomachs. Over the holiday […]
As marketers, we have different objectives to achieve. However, we all know that our main objective is to improve our conversion rates. To achieve this, we spend our time developing an email marketing strategy, creating the perfect email template, looking at the content, and gathering data. I’m often interested (actually, I’d say annoyed rather than […]
If you understand why omni-channel retailing is so important (and as eCommerce and mobile use continues to grow why wouldn’t you), the next step is what to do about it. Maybe you’re not sure where to start. These three initiatives will help you organise your thoughts and project planning. 1. Open up that online channel […]
McKinsey’s post-GFC advice to retailers has stood the test of time: “Retailers should bear in mind that the least effective thing to do during a downturn is to simply ‘hunker down’ and ‘weather the storm.” (The McKinsey Quarterly, September 2008). Taking decisive action to improve store performance is surely even more a necessity in these […]
Why dread the post holiday season retail slump? This seasonal lull offers a host of marketing opportunities. It’s a prime time to shake out your digital marketing strategy and lay a strong foundation for the year ahead. Smart companies know how to exploit the full potential of this traditional ‘rest easy’ retail environment – placing […]
Now that we live in a global digital village, you’re no longer just competing with the other businesses in your area. You’re competing with the best in the world. But before you panic, there’s good news. Even if your marketing budget is as little as $100,000, with a bit of know how, you can make […]
If you’re like the average accounting practice, you probably have somewhere between 700 and 1,000 clients; be they individuals or small businesses. You’re also probably trying to get more of the same – more clients, more business, more growth. In the search for new business, you don’t have to look too far – your […]