Category Archives: Marketing

Business Intelligence vs. Predictive Analytics

This month, we welcome a guest blog post from our Business Analyst, Bryan Sauka.

BryaBryan manages Whereoware’s business intelligence tools, develops predictive models, analyzes data, and identifies trends to help Whereoware clients make data-driven decisions.

If last year’s buzzword “big data” is about capturing and understanding data, intelligence is about achieving big-picture insights and making data actionable.

Today, we’re breaking down business intelligence (BI) and predictive analytics to help you understand how each can impact your business.

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Email Tip: Re-engagement Emails 101

This month, we welcome a guest blog post from our Digital Strategist, Allison Cutsinger.  Allison is responsible for the overall email strategy, production, scheduling, delivery, and reporting of behavior-based, targeted email, website, mobile, and search campaigns for B2B and B2C e-commerce clients.

Allison

In the age of personalized content at your customers’ fingertips, email marketing campaigns are a must. After all, it’s a simple algorithm. You send engaging emails, make millions of dollars, and skip off into the sunset to live happily ever after.

While this may be your story, it’s often not that simple. Estimates suggest that by 2021, we could reach an all-time high of 320 billion emails sent daily around the globe. Competition for inbox placement and your customers’ attention is a universal challenge.

Every savvy email marketer struggles with subscriber disengagement. Broadly defined, email contacts are considered disengaged if they do not open any of your emails within the past 6 months.

It’s not uncommon for contacts to become disengaged. In fact, you can expect to lose roughly 22% of your subscribers on an annual basis (either from disengagement or from opting-out).

With heightened competition, even the best subject lines might not save disengaged customers. Today, we’ll cover engagement basics and how to re-engage at-risk subscribers.

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Zara Augmented Reality Enhances Customer Shopping Experience

Imagine this: you walk into your favorite store, point your phone’s camera toward the display window, and see a real-life model posing and speaking, instead of a motionless mannequin. Or, you point your phone’s camera at a delivery package and see a model posing on top of your box.

ZaraAR

This sounds like futuristic fiction, but it’s exactly what Spanish retailer Zara revealed on April 12.

Yesterday, Zara rolled out an augmented reality (AR) campaign on their mobile app, ZaraAR to coincide with the release of their new collection. It is available in 120 Zara stores globally for two weeks. They’re not alone either. AR is picking up speed; according to Digital Bridge, 74% of consumers expect retailers to offer some type of AR experience.

Intrigued? Us too. Check out how Zara is using AR to enhance the customer shopping experience.

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Gmail Accelerated Mobile Pages Coming Soon

Wouldn’t it be cool to interact with website content, answer a survey, RSVP to an event, or schedule an appointment without ever leaving your Gmail inbox? Imagine the opportunities for increased interactions with your audience, if they could convert directly within an email. Well, it’s your lucky day. Google announced Accelerated Mobile Pages (AMP) will be released for Gmail later this year.

Today, we’ll talk through how email marketers can prepare for Gmail AMP.

Google Accelerated Mobile Pages

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Social Tip – LinkedIn Advertising 101

LinkedIn is the Facebook for professionals. While there are some things you’d do on Facebook that you wouldn’t do on LinkedIn (such as, post those pictures from last year’s holiday party), social advertising isn’t just for Facebook. If you’re a services company you can take advantage of generating leads for a webinar or from whitepaper downloads using LinkedIn advertising. Let’s walk through how to create an ad.

Types of LinkedIn Ads

  • Sponsored Content: In feed sponsored advertisements
  • Text Ads: Right rail text only advertisements
  • Sponsored InMail: Direct sponsored messages to LinkedIn inbox

LinkedIn-Ad-Types

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Facebook Dark Posts: What They Are and When to Use Them

With Halloween coming up, we decided to write about a topic that sounds a little more eerie than usual: Facebook dark posts. We know that sounds spooky but, luckily, they are not as sinister as they sound. It’s safe to say you can put away your garlic and wooden stakes. Now that we’ve cleared that up, let’s discuss what Facebook dark posts are.

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2017 B2B + B2C Holiday Toolkits

2017-B2B-B2C-HOLIDAY-TOOLKITS

It’s that time of year again! The B2B + B2C Holiday Toolkits are back to get you ready for this holiday season and prepare you for next year’s season.

Each free toolkit includes:

  • 2017 Holiday Calendar with campaign ideas and important dates for B2B + B2C
  • A plethora of resources to get your email and website holiday ready
  • Recording of our B2B/B2C Holiday Marketing 101 webinar
  • Plus, so much more!

 



Email Tip – Father’s Day Emails We Love

Father’s Day is just a few short weeks away and we have started to receive numerous emails in anticipation of the holiday.

Check out some of our favorite below and get some gift ideas while you read!

Gift Guides

Gift guides make it easy to cut through the clutter on a website and see what stand out items the retailer thinks are perfect for a holiday. We like that Kiehl’s shows both individual and kits that would make great gifts for dad. And we like the top 5 gifts guide from Mark & Graham – especially the S-curve layout of the email!

Segmentation

Is your dad the creative type? Or is he more of a sports guy? Emails that segment gift suggestions to a certain “type” of guy help you to determine where to focus your interest. Is your dude on the cusp or more than one type? Mix and match gifts from different segments for a personalized gift! We like how Bergdorf Goodman and Nordstrom Rack approached this email style.

Promotions and Deals

Who doesn’t love a sale? Cabela’s and Artifact Uprising sent emails highlighting the deals and site-wide sales they have. This is especially great if you need to buy multiple gifts for the men in your life celebrating Father’s Day. Paper Culture sent an email about a specific product they are running a special on that they think would make a great Father’s Day gift.

Gift Cards

Gift cards give you a lot of flexibility in your gift giving. Services like Stitch Fix offer gift cards that can be emailed, printed, or mailed to the recipient to fit your needs. Ahead of the game? Get a physical gift card gift boxed and sent to the recipient or sent to you to give to them in person. Looking for a list minute gift? Email them the gift card with the retrieval code.

Marketing Tip – Relational Tables 101

Are you an e-commerce company that sells hundreds of products in various iterations and your customers come back to order from you time and time again? Are you pulling your hair out trying to house all the data you have on your customers into one database? Stop. Relational databases and tables will become your new best friend.

Ali Nazam

We welcome Digital Marketing Manager, Ali Nazam to explain what a relational database is and why as an e-commerce marketer you should use them.

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