The customer journey rarely follows a straight line. Consumers traverse multiple touchpoints across a variety of sources, channels and media types along their path to purchase. For example, a consumer might hear about a brand in an article on Elle.com, then see a makeup tutorial from Camila Coelho or gain fashion inspiration influencer by influencer marketing, like a sponsored Chiara Ferragni…
A consumer’s path to purchase has drastically changed. Today, we’re using multiple devicesto learn, compare, share, consume and make buying decisions, increasingly hitting more varied touchpoints along the way. Despite the escalated complexity of these touchpoints, consumers are demanding more consistency and personalization from the brands they buy from. This is what’s putting consumer journey mapping front and centre. …
Here are highlights from an event around Amazon and Google, and their market shares in ecommerce. Since they work with mostly clickstream data, the numbers in this article refer to desktop and mobile clicks, but exclude in-app actions. (You can read more about their data near the bottom of this article.) What is Amazon’s market share of US digital transactions?
How…
When Too Faced Cosmetics began noticing a spike in sales this past March in its Lip Injection Extreme plumping lip gloss, which debuted in 2013, it led the Estée Lauder-owned brand into uncharted territory. “We were selling out of Lip Injection Extreme, and we were trying to figure out what kind of activations were driving this, and [we found] it…
We all know that promoting our businesses on social media is an important part of reaching and expanding our customer base, but great intentions can slide away from us in the absence of a strategic approach! Creating a social media calendar is a sure-fire way to make sure that your online marketing efforts are truly effective. Your social media calendar…
With the September 14 deadline, the market is not fully prepared for it, which may leave customers vulnerable to service failures and fraud when accessing their bank data and carrying out payments online. For card payments this has been recognised and it looks like another 18 months will be given to get things right. Unfortunately, for TPPs who are brought…
“As a marketer if you’re not using a MTA model, it’s challenging to prove your impact on the business and improve the customer experience by continuing to invest in what works for you and the customer,” said Adam Kirby, director of marketing at MediaCurrent, an open-source development and digital marketing agency that works with enterprise brands, when asked if companies…