What Google’s ‘Customer Match’ Ad Targeting Means For Online Retailers

Posted by Hannah Stacey 30 Sep 15

Being able to target specific groups of customers and prospects by uploading lists of email addresses might sound fairly old hat for marketers used to using ‘custom audience’ features on Facebook or Twitter’s advertising platforms.

But the big news of this week is that Google has joined the custom audience party, announcing the launch of its ‘Customer Match’ targeting product in a blog on Sunday.

This post will give you the lowdown on this new announcement, and offer some pointers about how Customer Match might be useful for ecommerce marketers.

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Topics: Ecommerce news

6 Key Customer Segments You’re Probably Overlooking (But Shouldn’t Be)

Posted by Hannah Stacey 25 Sep 15

Successful ecommerce marketing is all about relevance - saying the right thing to the right customer at the right time. Relevant messages get people opening your emails, clicking on your ads, and (hopefully) buying your stuff.

Customer segmentation (which you can read more about in our guide) has long been used by online retailers as a way of achieving greater marketing relevance by controlling which messages end up in front of which people. Typically this has involved tactics like segmenting newsletters by things like gender, age group or geography.

The truth is that these forms of segmentation are just the tip of the iceberg - with access to so much data about customer behaviour and preferences, there’s an amazing opportunity for online retailers to start targeting specific groups of customers based on detailed insight.

This blog post will take a look at six key, but often overlooked, customer segments, explain who they are and how to identify them, and offer some thoughts on how you should engage them.

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Topics: Ecommerce examples

Everything You Need to Know About Twitter's New 'Buy' Button

Posted by Hannah Stacey 17 Sep 15

Let’s face it: the smartphone and the traditional ecommerce checkout process are a match made in hell.

Small screens, fiddly keyboards and large amounts of data entry have conspired together to wreak havoc on ecommerce mobile conversion rates.

This week, Twitter joined the movement to make the mobile purchasing process smoother with its new ‘buy’ button, which lets users make purchases from within their Twitter feed in a matter of thumb taps.

Want to know more about how this will affect online retailers? This post will give you the lowdown.

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Topics: Ecommerce social media

The Single Customer View: Pipe Dream or Reality?

Posted by James Dunford Wood 10 Sep 15

If you'd like a more detailed overview of the single customer view in ecommerce, check out our guide which you can read by clicking here.

Single customer view is a phrase that you hear all the time at conferences, and even more frequently in sales pitches. But what does it mean? Achieving it is not as easy as it is made to appear.

Essentially, having a single customer view means having a single profile where all the touch points with an individual customer can be recorded, analysed and leveraged for more personalised marketing.

It can contain more or less information about a customer, but the key point is that it merges information from two main sources - contact information, and engagement channel (including device). Let's look at them in turn.

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Topics: Ecommerce marketing tips

Spam Filters, Subscriber Engagement and Inbox Deliverability: Everything You Need to Know

Posted by Rita Braga Martins 3 Sep 15

Email deliverability, spam filters, subscriber engagement and inbox delivery rate.

All terms we often read and hear about that are part of your emails reaching the intended recipients - but how exactly do these work, and how do they influence each other? What part of the email journey can you control, and what is out of your reach?

In this blog post we will explore these concepts that determine whether your emails are sent and received by your subscribers, by explaining:

  1. What spam filters are and what triggers them
  2. How subscriber engagement influences email deliverability
  3. What inbox deliverability rate is and why it matters

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