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Showing posts from March 11, 2015

3 Steps To “Persona”-lized Marketing

“Batch and blast email marketing is dead.”
So say an increasing number of marketers (ourselves included). But if this is the case, teams need to have developed an alternative for the new, more personalized era of marketing.
Many of the teams that we work with have decided on persona segmentation as the strongest building block for their personalization efforts.
What Is Persona Segmentation?
Persona analysis and segmentation considers the collections of items that different types of shoppers buy over their whole lifetime and groups those shoppers by their shopping preferences. This gives teams more opportunities for cross-selling, a deeper understanding of which customer groups are most valuable, and a better ability to personalize communications to customers.
For example, a women’s apparel brand could have customer personas like “jeans lovers” (buyers who are into denim and t-shirts), “experienced business shoppers” (professionals buying the chicest pant-suits and blouses), “upscale casual…

Senate Resuscitates E-Commerce Tax Bill, Again

The retail industry is not giving up on giving states the ability to tax e-commerce sales. This week, a bipartisan group of senators reintroduced the Marketplace Fairness Act.
Budget Committee Chairman Senator Mike Enzi (R-WY) and Minority Whip Dick Durbin (D-IL) are leading the Senate group pushing for a bill that would give states the authority to collect sales tax on online sales placed within their states. Currently, states are limited to collecting sales tax from those entities that have a so-called in-state nexus — physical locations such as stores, warehouse facilities or other types of office space.
The Retail Industry Leaders Association, which lobbies on behalf of brick-and-mortar retailers, is among the groups pushing for the legislation.
“Ending the special tax treatment afforded to online-only retailers has been a top legislative priority for the retail industry, and it’s time to finish the job in 2015,” wrote senior vice president for government affairs, Joe Rinzel, in reac…

After Years Of Flirting With Stores, Google Appears Ready To Take Retail Plunge

A more ambitious Google retail strategy may be in the works.
In the past, Google has opened isolated holiday “pop-up stores” and today has branded areas within existing retail stores (e.g., Best Buy). But “The Google Shop” could be the beginning of a more sustained and aggressive retail push by Google.
According to Britain’s Telegraph, Google has opened The Google Shop inside retailer Currys PC Word:

The store, to be called The Google shop, will sell the company’s range of Android phones and tablets, Chromebook laptops, and Chromecast TV services. The shop will hold tutorials showing consumers how to use the devices and hold demonstrations showing off key Google apps.

The opening of the store within an existing retailer is very consistent with what Google has done to date, though this effort appears more lavish and ambitious. The Telegraph quotes Google’s UK marketing director James Elias saying, “We’re incredibly excited to launch this space – the first of its kind anywhere in the world …

A World Without Links?

Over the last few years the sky, or at least the bottom line, has fallen for many websites and business owners as a result of major algorithmic changes. But that doesn’t necessarily mean pulling the rip cord on all things links.

via Home - SearchEngineWatch

Facebook Opens “Topic Data” Firehose To Select Marketers

Marketers will finally be able to drink from Facebook’s data firehose.
At least some marketers. And perhaps sip is a better way to put it, but Facebook announced today its first deal to open consumer “topic data” to select businesses in the United States and United Kingdom. The new feature will enable marketers to see what Facebook users are saying about topics relevant to their businesses and help them craft more relevant and effective campaigns, Facebook said in a blog post:

Topic data shows marketers what audiences are saying on Facebook about events, brands, subjects and activities, all in a way that keeps personal information private. Marketers use the information from topic data to make better decisions about how they market on Facebook and other channels, and build product roadmaps.
For example, with topic data:

A business selling a hair de-frizzing product can see demographics on the people talking about humidity’s effects on their hair to better understand their target audience.

Mobile-Only Shoppers Nearing or Above 50 Percent for Top Retailers

There’s fresh evidence that traditional retailers and e-commerce sites need to invest much more in mobile. In January, comScore documented that among top US retailers the percentage of mobile-only shoppers is approaching or crossing the 50 percent threshold.
This follows holiday 2014 data that surprised many, reflecting that mobile traffic crossed 50 percent of total digital traffic at several points. Indeed, Target said that for November and December mobile drove 60 percent of traffic.
Below is the comScore list of top retailers and the corresponding percentage of mobile only traffic. Apple, Wal-Mart, Target, Ticketmaster and QVC all are seeing more than 50% of their traffic come from mobile-only shoppers.

Source: comScore via Internet Retailer

What this means is that if retailers aren’t offering best-in-class user experiences they’re probably losing out on potential sales but also may be suffering hidden brand erosion.
While the above data show that mobile-only traffic is only…

As Google Enters Auto Insurance Market, Comparison Sites React; Agency Partner Raises Financing

Last week, Google’s anticipated US version of its compare product for car insurance finally arrived, making waves throughout the auto insurance industry.
Google, which launched a similar product in the UK in 2012, debuted the US version in California and has plans to roll out the comparison site to other states in coming months.
Google Compare Partner Lands Financing Round

Google’s key partner in the US is online insurance agency CoverHound, which announced Monday that it has secured $14 million in Series B financing. CoverHound had been mentioned as a possible acquisition target by Google in a blog post by a Forrester analyst last month. The company, which provides real-time quotes from carriers and sells policies on their behalf, denied it then and reiterated to Marketing Land this week that it has not been acquired, adding “We cannot comment on anything more than that” when asked for more details on the partnership.
CoverHound says it will use the funding to keep adding more insurance …