Quelle: Antonioguillem – Fotolia
The classic customer journey is evolving. B2B and BSC buyers spend more time online than ever, use social media for researching and scoping and are ready to make informed purchasing decisions even before sellers contact them. They are difficult to convince and become a formidable force against ads. That’s why social selling is gaining momentum.
Quelle: ehaurylik – Fotolia
The degree of digitalisation of a society can be measured by the amount of everyday activities that turn digital. This is one of the reasons why Handelskraft carefully gauges the state of the e-food market and regularly follows the exciting online food offensives that traditional German supermarkets (Rewe, Lidl, Edeka, Aldi and Kaufland) have been waging in the last
months with an eye on the forthcoming opening of Amazon Fresh
The last one to take a step forward in this fierce race has been Kaufland, which is testing a new delivery service in Berlin.
With this, Berlin shoppers have four supermarket chains to choose from in order to order fresh food online and receive it right to their door at their convenience.
Quelle: VIKTOR HANACEK
Mobile is taking root in our digital lives, becoming critical for current online marketing strategies. To respond to this reality, Google has made a set of announcements in which the common denominator is to boost mobile-first innovations. Where is the search engine market leader looking to this time?
To SEA! With the latest version of the Google AdWords Editors (11.6)
launched last week, the universal app campaigns (UAC) have undergone several changes. In particular, Google gives more relevance to interactions at the expense of downloads and, above all, lets marketers reach a larger target audience through different platforms with the optimisation of the UAC for iOS. This is, without doubt, good news. However we prompt you to not stay on the surface, but to deepen! What is the real impact of the UAC update?
Certainly, Google has started the new season on fire. In the last days, the Mountain View company has been hitting the headlines again with fresh news in interconnected areas that might give us a glimpse of our digital future. One of this big news was the announcement of the long-awaited update of the Penguin algorithm
that, for sure, has filled SEOs with more than joy. But why is the Penguin update so important?
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In a digital world where time flies and place is changing, it is becoming more difficult to convince the modern customer that a product or service is worth their time. In order to do so, retailers are experimenting with new ways of interaction with the objective of surprising and offering a good value, putting the focus on providing best-in-class services and offerings.
In this context, I have primarily looked at the future of subscription models wondering what kind of model will endure and appeal to the modern customer. The answer to this question has definitely something to do with flexibility and personalisation, as this is the way marked by some successful start-ups such as Hellofresh
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B2B and B2C marketers struggle to reach an audience increasingly more slippery but paradoxically more connected. In this context, mobile is driving interactions between organisations and their audiences and technology is having a critical role in enhancing the digital customer experience and, ultimately, in increasing conversions and sales.
As a result, inbound marketing is not only gaining prominence among marketers but also is making marketing strategies more effective, as inbound organisations are 4 times as likely to rate their marketing strategy highly.
Precisely, this is one of the main conclusions of the eight annual study “State of Inbound 2016”
conducted by HubSpot, which aims to give a comprehensive overview of the main trends, strategies and challenges marketers and sales representatives face today as well as to provide relevant data to figure out how the marketing and sales’ future will look like in an increasing mobile, technological and digital world. This report reflects the opinions of more than 4500 respondents (namely marketers and sales representatives) from 132 countries.
Sustainability has always been a beautiful word with which companies spearhead their corporate social responsibility (CSR) objectives. However, there are facts and figures that prove sustainability having a prominent place within the online retailers’ main business strategy and is enhancing its influence on consumer buying decisions.
The wonderful world of Dash-Buttons
created by the giant Amazon has just landed in Europe, what means that German, British, and Austrian Amazon Prime Members can start to forget to turn on the laptop, to scroll down on the smartphone and to make a final click or, even two, to complete online purchases.
Source: bachecamafalda – Fotolia.com
Google is continuously evolving and moving forward with the objective of finding the perfect algorithm and the most effective functionalities so that users can find exactly what they are looking for even when they don’t have a clear idea of what they want. In the context of this ever-evolving society, AdWords is no exception.
Over the last months, Google has been working hard on some updates that may impact in the result of ad campaigns. The last one, which has been recently announced, will take effect from September, 12 this year and aims at bringing more transparency into Quality Score reports.
Source: JZhuk – Fotolia
Co-creation is nothing new. However, it is a strategy that, despite of its multiple benefits for companies, is still far from taking roots because of all that it implies: engaging customers openly and transparently and, especially, sharing detailed data with them. However, the release of the shortlist
of proposals for a new Mozilla logo
, behind which there’s a new global identity of the open web pioneer, brought co-creation back into the spotlight.
In a world where companies are increasingly focused on their customers and where more companies structure their organisations and processes around their customers, it is surprising that the number of initiatives to make them participate actively in the brands’ day-to-day is still low.