Category Archives: Marketing

Digital Strategy Mistakes to Fix for 2021

The once-in-a-lifetime challenges of 2020 accelerated the adoption of e-commerce and online sales. In fact, during just the first 3 months of the pandemic, e-commerce penetration in the U.S. grew more quickly than it had in the last 10 years combined.

A tumultuous year likely left your digital marketing strategy under intense pressure to perform in 2021. As digital has become the primary (if not only) way to reach your customers, delivering a stand-out customer experience is more important than ever.

According to eConsultancy, 88% of online consumers are less likely to return to a website after a single bad experience. Don’t let this happen – a strong digital strategy is your best tool for achieving a better customer experience.

As a digital agency for 20+ years, we help our clients understand their customers needs and motivations to deliver compelling content and offers that guide their next action. Our marketing experts continuously optimize digital strategies to achieve our clients’ business goals.

Our work is centered on creating genuine customer experiences online (albeit, this can be complex and easier said that done). Through the years, we’ve noticed patterns with the types of issues our clients come to us to solve, including:

  • “We can’t keep up with our customers’ changing demands.”
  • “Abandonment rates are high and customers are losing interest.”
  • “We set up automated campaigns, but we’re not seeing results.”

Sound familiar? Let’s address these common digital strategy mistakes and share quick tips on how to get back on track for the year ahead.

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Digital Strategy During a Pandemic

When “normal” is thrown for a loop, smart marketers look to their data to understand the most effective ways to pivot their digital strategy.

Data-informed marketing is the focus of a sit down between Whereoware’s Vice President of Customer Success and Marketing, Randi Mohr, and the eCommerce Marketing Podcast. Mohr shares how marketers can continue to engage and sell throughout the pandemic by letting customer-focused data drive decision making.

“To truly be successful, your digital strategy has to be centered around the customer. Every strategic instinct should be focused on meeting the needs of your customers and motivating them to take a desired action,” Mohr says. “To genuinely be customer-focused, you need to harness, understand, and pay close attention to your data. The data tells a powerful story, giving you insights into what’s working for your customers (or in some cases, what’s not), so you can implement a successful digital strategy utilizing that information.”

Listen to the full interview below and reach out to Whereoware if you have any questions or ideas to maximize your digital strategy.

Webinar Recap: Optimizing Email for Dark Mode

Thank you to all who joined us for our webinar, The Dark Side of the Inbox: Optimizing Email for Dark Mode.

In 20 minutes, we shed light on what dark mode is, why your subscribers are embracing the trend, and practical tips for designing and building emails optimized for both light and dark themes.

Watch the recording and get the webinar slides to learn how to embrace the dark side. Discover how to evolve your marketing strategy to meet this growing user preference and deliver dark-mode-friendly email experiences.

Watch the Recording

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5 Non-Intuitive Ways to Grow Your Marketing Career

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Originally published in Authority Magazine.

Whereoware’s Chief Executive Officer, Michael Mathias, was interviewed by Authority Magazine as part of the Marketing Strategy Series, where marketing professionals at the top of their game share their insight and advice on growing your marketing career.

Mathias shares from his experience non-intuitive ways to grow in the marketing industry.

When asked for what advice he would give marketers to thrive and avoid burnout, Mathias’ advice is twofold:

“On the agency or supplier side, don’t ever stop talking to your clients,” says Mathias. “As a service provider, you can talk yourself into so many things that aren’t pertinent or real (shiny object syndrome), but nothing creates focus like the tangible needs of your clients. Anchor your growth roadmap on what’s best for your clients.”

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2021 Marketing Predictions

Featured in Marketing Tech.

2020 brought unparalleled challenges across the globe, with COVID-19 impacting communities and economies.

In 2021, digital is expected to expand its market share, as businesses and consumers go online to complete tasks they traditionally completed in person. Marketers are in a tough position to recoup last year’s lost revenue and consistently deliver effective multichannel campaigns in a highly competitive sales environment

Whereoware’s Chief Executive Officer, Michael Mathias, teamed with Marketing Tech to share his marketing predictions for 2021.

According to Mathias, marketers’ foundation remains the same – make your business easy to find and buy from. A powerful website and an integrated, multichannel digital marketing strategy is the surest way to meet customers’ heightened digital expectations and deliver the best customer experience.

“Don’t chase shiny buzzwords or innovate for innovations sake – take painstaking care to deliver on every customer promise, optimize flawless digital experiences, and rigorously uphold operational excellence,” Mathias advises.

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Webinar Recap: Digital Strategy Mistakes You’re Making and How to Fix Them

Thank you to all who joined us for our webinar, Digital Strategy Mistakes You’re Making and How to Fix Them.

In 30-minutes, we uncovered common digital strategy pitfalls and how to use data-driven insights to recalibrate your efforts for a winning marketing plan for 2021 and beyond.

Watch the recording and get the webinar slides to learn how to create and execute a smart, agile multichannel strategy that bridges the gap between your business goals and customers’ evolving needs. Discover how to maximize your marketing tactics across channels and optimize your strategy to consistently improve results.

Watch the Recording

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4 Ways to Use Digital Marketing to Increase Customer Lifetime Value

Research shows it’s far more expensive to acquire a new customer than to retain an existing one. Just consider the marketing or sales resources, proposal or RFP responses, multichannel acquisition campaigns, and more, that go into landing a new client, compared to the endless opportunities and automated efforts that drive repeat sales from a loyal customer.

While converting prospects into new customers is a crucial aspect of every business strategy, customer retention focuses on driving loyalty among your strongest supporters. According to Crazy Egg, returning customers spend 31% more than new customers. Moreover, when you release new products, existing customers are 50% more likely to try them out.

Data from eConsultancy supports this trend, finding that revenue add-to-cart rate for a repeat customer is 23.5%, versus a new shopper’s 5.29%. What’s more, returning customers drive $10.67 revenue per session, versus a new shopper’s $1.73 – an increase of 517%.

How are you keeping loyal customers coming back for more? The key to customer loyalty lies in delivering a consistent and simple multichannel customer journey. Think about a vacation you’ve taken: the better the experience, the more likely you are to plan a return trip.

The best customer experiences are easy. They may not be flashy or sexy, but they stand out for not standing out. Your customer get answers to their questions quickly, find the perfect products, get a refund without a hassle, autofill credit card information, access invoices fast – the list goes on.

Does your website provide a frictionless, intuitive user experience (UX) that helps customers find the products and information they need – and fast? Is your marketing on-brand, consistent, contextual, and providing value? We’re sharing four must-have digital strategies to deliver an easy and enjoyable shopping experience, deepen relationships, increase order frequency, and continuously drive repeat sales.

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5 Product Detail Page Must-Haves to Maximize Revenue

Web design conversations frequently focus on the homepage. While the homepage may be the “virtual storefront” of your e-commerce business, most of the “action” on your site doesn’t happen on the homepage, but rather on your product detail pages. According to Salsify, 88% of shoppers say that product content is highly important to their purchase decision.

Product detail pages (PDPs) serve three purposes: inform, entice, and convert. They’re a key decision point for customers — to add-to-cart or abandon. When optimized for design and user experience (UX) best practices, product detail pages generate customer loyalty, establish trust, maintain brand identity, and of course, capture revenue.

Think of your product detail pages like an interview. The customer is the hiring manager and each product they research is a candidate. How are you ensuring your product pages seal the deal? Are they providing the right information, impression, and experience?

Here are five product detail page must-haves to improve customers’ shopping experience and maximize revenue.

1. Compelling Product Names and Descriptions

Each product detail page should prominently feature a unique and descriptive product name. The product name distinguishes the product from similar items and should be specific and meaningful to the audience, incorporating keywords.

For example, internally, you may refer to a couch as “The Ashley,” but this generic name means nothing to your audience. Instead, your product name could be “The Ashley 3-Piece Chaise Sectional, Gray.” This not only enables a customer to refer to the product by name, if they’re in your store or talking to sales or customer service, but it also offers information for customers searching for the right product.

Invest some time performing keyword research to develop a list of terms your audience is likely to search. Then, include those keywords in your product names, page titles, and product descriptions. Next, write a clear and concise statement that describes the product and its key features and benefits, as well as high-level details that answer common customer questions before they arise. This is where planning ahead and doing your research to understand your customer really comes in handy, so you’re able to anticipate their needs or problems that your products can solve.

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The Numbers Are In: A Cyber Monday for the Record Books

Despite the significant economic hardships unique to 2020, holiday spending is up nearly 28% from 2019.  

While overall brick-and-mortar retail sales are predictably down due in part to stay-at-home directives, Cyber Monday 2020 set records for the largest online shopping day in U.S. history. Cyber Monday online spending increased 15.1% over last year, totaling $10.8 billion in sales. During Cyber Week (the five days from Thanksgiving to Cyber Monday) shoppers spent $34.36 billion, 21% more than they did last year.

Early shopping was the theme, driven in part by shipping, financial, and logistics concerns. Retailers encouraged holiday spending by offering deals and promotions as early as October. The National Retail Federation reports that 52% of holiday shoppers took advantage of early holiday sales this year.

The 2020 holiday season presented a unique set of opportunities and challenges. Ever resilient, people continued to buy gifts for their friends and family, looking for deals and incentives for both personal and professional purchases. Both B2C and B2B shoppers demonstrated a growing preference for e-commerce, putting the pressure on vendors and retailers to deliver a seamless online experience.

So what’s the key lesson learned from Cyber Week 2020? The influence of digital is only getting bigger.

B2B is beginning to look a lot like B2C in terms of buyer preferences. E-commerce adoption is only going to grow in 2021, so brands need to get on board or risk being left behind. Lastly, don’t underestimate the power of a smart digital strategy to maximize every customer opportunity, regardless of changing sales models, preferences, and trends.

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Goodbye Website Window Shoppers: 3 Re-Engagement Campaign Best Practices to Maximize Every Customer

Your marketing team works tirelessly to drive consistent, high-quality traffic to your site. However, according to ReTargeter, only a mere two percent of web traffic converts on the first visit. Do you have a plan in place to recapture the attention of the other 98%?

To foster continued, sustainable growth for your business, it’s vital that you actively nurture new prospects, while motivating existing customers to come back time and time again. In fact, Bain & Company research found that repeat purchasers spend more frequently, generate larger transactions, and are more likely to recommend your brand and motivate new business.

Need help converting your website’s window shoppers into new customers, and nurturing existing buyers into loyal brand fans? A proactive re-engagement plan will raise brand awareness, increase website traffic, cultivate more personalized interactions, and grow sales – ultimately driving long-term customer loyalty and profitability. 

Learn how retargeting and remarketing strategies work and campaign optimization best practices to amplify your customer acquisition, retention, and maximization success. 

Retargeting and Remarketing – What’s the Difference? 

Frequently used interchangeably, retargeting and remarketing are valuable nurturing tactics to target and engage audiences who have already shown interest in your brand.

In both instances, a visitor browses your website, but leaves before converting. When you remarket or retarget, you attempt to bring them back to your website by reminding them of your brand, products, or services at a later moment. The visitor sees your advertisement when they’re browsing a different website or social network, or they’ll receive your email.  

The difference between retargeting and remarketing is in the channels used to accomplish these goals. Retargeting primarily uses paid digital ads to reconnect with visitors interacting on your website or social profiles, such as making a purchase, completing a webform, or leaving items in their shopping cart. Similarly, remarketing uses email to re-engage visitors who have previously taken action on your website.

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