Expert Reports

  • From Conversation to Conversion: Is Your Webstore Performing?

    24 September 2014

    In a competitive marketplace, brands have to maintain a high ROI whilst ensuring a presence on the multiple channels and platforms now available to consumers. However, to make cross-channel investment efficient, any touch-point interaction or conversation started with a consumer must have the maximum chance of becoming a conversion.

    So, what ingredients does a website need to encourage a purchase?

    Download this expert report to learn actionable insights into optimising your brand’s website, strengthening your overall e-commerce foundation with SEO, and the current best practices from online retailers.

    Whitepaper
    Sponsored by: ChannelAdvisor
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  • Publicité en temps réel : les meilleures pratiques à appliquer par les publicitaires du secteur du voyage

    19 September 2014

    Si l'on se base sur le nombre de publicitaires qui cherchent à capter l'attention du consommateur sur Internet, le secteur vertical du voyage est sans doute le plus saturé. Le coût étant un facteur déterminant, les consommateurs font leurs achats un peu partout et se renseignent plus que jamais.

    Pour les voyagistes, il convient donc d'adopter une approche de marketing multicanal axée sur l'augmentation des ventes. La publicité en temps réel permet aux publicitaires d'intégrer un composant permanent dédié aux consommateurs les plus susceptibles d'effectuer une conversion.

    Ce guide des meilleures pratiques étudie la problématique spécifique que les publicitaires du secteur du voyage doivent gérer. Il présente également les opportunités pour les professionnels avertis du marketing de prendre une longueur d'avance en développant des tactiques élaborées.

    Click below to return to the English version

    Whitepaper
    Sponsored by: Quantcast
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  • Real-Time Advertising Best Practices for Travel Advertisers

    18 September 2014

    The travel vertical is arguably the most saturated when it comes to the number of advertisers competing for consumer's attention online. With cost a primary consideration, consumers shop around and do more research than ever before.

    For travel companies this means that they need a multi-channel marketing approach which focuses on driving incremental sales. Real-time advertising presents an opportunity for advertisers to adopt an always-on component focused on reaching the consumers who are most likely to convert.

    This best practices guide will discuss the unique challenges facing travel advertisers and present opportunities for savvy marketers to get ahead of the game with advanced tactics.

    The guide is also available in French and German.

    Whitepaper
    Sponsored by: Quantcast
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  • Social Login 101: Everything You Need to Know About the Future of Consumer Identity

    15 September 2014

    A recent survey found that 30% of marketers plan to implement social login in 2015¹. What’s more, it is predicted that by 2016, 50% of new customer identities in retail will be based on social network profiles².

    In today’s multi-channel environment and with the increasing deluge of consumer data, it is difficult for brands to get an accurate view of customers. However, brands using social login can acquire permission-based access to first-party identity data that can provide a cross-channel understanding of consumers’ interests, actions and behaviours.

    In this extensive expert report, social networks are examined as key identity providers, and social login trends, best practices and case studies are shared to illustrate how social login can be used to streamline the registration process, collect permission-based customer insights, and much more.

    Download this free report now.

    ¹ Forrester

    ² Gartner

    Whitepaper
    Sponsored by: Gigya
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  • The Empowered Digital Customer – How Are CMOs Stepping Up To The Challenge?

    10 September 2014

    As part of IBM’s Global C-Suite study, 524 CMOs were interviewed, revealing their current challenges and future plans. With two-thirds admitting they were not ready to cope with social media, and 82% under-prepared with the continuing data explosion, the study exposed some must see marketing insights.

    The report compares 2011’s study to 2013, and in doing so defines the trends found in the evolving marketing landscape. As CMOs have increasingly more say in developing business strategy, this gives further indication of how we can expect to see organisations adapt over the next few years.

    With statistics and firsthand accounts, top CMOs are split into three distinct groups, and discuss their next steps. Download the report to discover which category your marketing team and organisation is in, and what strategies the industry as a whole is deploying.

    Whitepaper
    Sponsored by: IBM
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  • Magic vs Logic - Enabling Calculated Risks

    08 September 2014

    In a Brand Republic and Ohal survey, a surprising 41% of marketers ranked “how to measure success” as the least important consideration when planning a campaign.

    As the proliferation of marketing channels grows, so does the propensity to produce data and insights. This leaves marketers under even more pressure to deliver measurable audience engagement and return on investment. Marketers are now more than ever balancing advertising based on gut instinct, experience and the ‘magic’ it creates with consumers with advertising based on the insights that data gives. 

    But, how can this be achieved without monitoring what works? Clear KPIs can give confidence and open the door to taking calculated risks in future campaigns. This is the logic that underpins the creative magic. 

    Employing marketing effectiveness tools to review previous campaigns and assess future marketing decisions can minimise uncertainty. 

    In this expert report, we review the current marketing landscape and illustrate how logical thinking can support magical campaigns.

    Download your free copy here.

    Whitepaper
    Sponsored by: Ohal
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  • Programmatic Advertising – Six Key Trends That Marketers Need To Understand

    08 September 2014

    25% of digital video advertising is currently sold via programmatic means, and this is anticipated to rise to 70% in the next three years. By 2017, programmatic advertising will account for more than half of all digital advertising transactions.

    Starting out as an efficient way to sell off remnant digital inventory, programmatic has continuously evolved. From facilitating real-time bidding for online impressions, it now encompasses managing and optimising customer engagement in a multi-channel environment.

    As audiences fragment across channels and devices, programmatic advertising is increasingly becoming a necessary investment for brands and their marketers. The result, with correct implementation and segmentation, is precise and bespoke delivery of marketing content.

    Download this expert report to discover the 6 key trends to follow in order to understand customers in the programmatic marketing space.

    Whitepaper
    Sponsored by: VisualDNA
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  • Trust Economy: What is the Real Value of Online Reviews?

    12 August 2014

    77% of consumers consult online reviews before buying, and 63% are more likely to buy from a website that posts customer feedback. Trust is a powerful thing.

    Customers are increasingly gaining a greater voice, which collectively can make or break brands. However, with openness and integrity brands can harness this feedback to help them acquire more customers, identify opportunities for improvement and gain a better understanding of what their customers want and value. 

    This is increasingly pertinent as brands go digital or online, where reviews validate their service quality and focus on the customer. 

    In this expert report, we leveraged  research commissioned by Trustpilot of over 2000 consumers, as well as a new study conducted by Brand Republic to answer the question: What is the real value of online reviews?

    Download the report for case studies, top tips and insights.

    Whitepaper
    Sponsored by: Trustpilot
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  • Reaching The Inbox: Improving Your Campaign's Deliverability

    12 August 2014

    Research has shown that 67% of participants have problems delivering email, and with 87% of UK businesses using email for marketing communications this is a key concern¹.

    Marketers spend days re-wording and re-jigging campaigns to create the perfect message for their target audience. However, once the email has gone out, all too often incoming leads fall short against targets and the campaign underperforms.

    What can be done to improve email conversions?

    This Advisory Note delves into why it is getting harder to reach customers and what can be done to optimise the amount of people engaging with your campaigns. 

    Download the Email Advisory Note now to find out how you can increase your ROI to make your data work as hard as you are.

    ¹ Experian Data Quality Global Research 2014

    Whitepaper
    Sponsored by: Experian Data
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  • 7 Ways To Save On Paid Search

    11 August 2014

    Paid search in the UK is worth over £4 billion and growing at more than 10% a year, however, it is estimated that up to 25% of investment might be wasted¹.

    In the present economic climate, it is more crucial than ever for online retailers to pay close attention to their paid search programmes.

    In 7 key steps, this expert report provides some suggestions on how to conserve ad spend while still maintaining high conversion rates and exceeding your profitability goals.

    Top tips include:

    - Effective ad copy usage
    - Smart “entry bids”
    - Keyword mapping

    Plus much more.

    ¹ EConsultancy: UK paid search market worth more than £4bn report

    Whitepaper
    Sponsored by: ChannelAdvisor
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