Personalisation efforts often start with slicing demographics and trying to understand in which virtual buckets you can place potential customers. Perhaps you look at gender, age, where they’re located, what they earn and occupation – ending up with groups of people for whom you’d like to present customised content.
Here, Robin Mellstrand, CEO and founder of Loop54, highlights the benefits that machine learning can give to small businesses.
This article was originally written for SmallBusinessUk.com.
Poor mobile shopping experiences are stopping transactions in their tracks - here’s why retailers need to optimise websites for the mobile generation.
Worried about the cannibalization of e-commerce to your business model? Think again.
E-commerce doesn't take away from your operations; it adds to them. Retail chains need to think beyond whether they lose sales from their brick-and-mortar stores to their own e-commerce and more towards what happens when they don't offer the convenience of online shopping to their customers.
In another lifetime merchandising was only about the placement of the product on the shelf or the outfit on the mannequin. Merchandisers factored in lighting, distance, and music when considering how to create an atmosphere that makes consumers want to buy. As retail moved online, so did merchandising.
There’s a common misconception regarding how to rank in search engines for several, similar searches – and it’s rooted in how search engines used to work. Back in the days, you could create loads of somewhat similar pages to optimize for small search variations.
A lot of retailers will get around a bad search experience on desktop by improving navigation, filters and product recommendations, but those workarounds don't work on mobile.
The mobile consumer has high expectations. They expect convience and minimal friction points in their mobile shopping journey. They want 100% relevant content that can be quickly consumed.
The right search engine and UX design for mobile search can meet those expectations.
In a physical store, it’s obvious that people come in with different intentions. Some people want to make a purchase right away while others are looking to compare products. Some have specific questions while others need trustworthy opinions from an expert.
As an employee, you need to accommodate all customers.
This is also true online. Customers will have the same type of questions whether they come from an external search engine or using the onsite-search function.
If you operate an eCommerce website, setting a logical page hierarchy is perhaps your most important business decision. How you structure your content and navigation will greatly affect users’ onsite experience and how well you succeeed in search engine ranking.
We asked our CMO - Vanessa Meyer - what she thinks will be the big mobile marketing trends in 2017 and the next few years? How will those trends be different from what we've already seen? And what do digital marketers need to do to leverage those trends?