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The Top 5 Digital Marketing Trends for 2017

Digital marketers meeting

For performance marketers, January is the time of year to take stock of the actions rolled out during the previous year: the big bangs, the underwhelming events, and the epic fails. The beginning of a new year also offers the opportunity to ensure brands stay ahead of the curve by becoming early adopters of anticipated trends.

Today’s consumer journey is anything but linear, presenting growing opportunities to influence purchasers at every touchpoint. However, the intricacy of the landscape has also made it more difficult for marketers to discern and decide where their budgets are best spent. In an ever-changing, highly competitive, and increasingly sophisticated field – and with the added pressure of having to secure good ROAS – industry expert insights are in every marketer’s mind.

What will really impact the digital marketing industry in the coming year? Head over to PerformanceIN to learn more about our predictions for 2017, to discover the trends that will really make a difference, and to understand what these mean for you and your brand.

Read Rakuten Marketing’s PerformanceIN article, Five Trends Essential to Performance Marketers’ Success in 2017, here.

Christmas 2016: How Britain’s Favourite Brands Are Adapting to the Modern Consumer Journey

Christmas shoppers on smartphone

Marks and Spencer’s is the UK’s favourite Christmas shop according to a survey of 2,000 people that we recently conducted.

Boots, John Lewis, Next and House of Fraser join the high street stalwart to make up the rest of the top 5.

The reasons as to why so many British shoppers choose these stores over other retailers are becoming increasingly complex. Although the brands in the top five have been encouraging customers through their doors for years, their methods of attracting customers have changed dramatically as the stores adapt to the modern consumer journey.

Shoppers are now exposed to marketing messages across more channels and devices than ever before. But which of these is having the biggest impact on consumer choice, and how are Britain’s favourite brands making the most of it?

Read James Collins’ latest Econsultancy post – How Britain’s favourite brands are attracting customers this Christmas – to find out.

In his post, James uncovers the impact TV adverts, personal recommendations, brand websites, voucher codes, and loyalty schemes all have on a shopper’s decision to pick one brand over another.

He also discusses the long-term importance of the Christmas shopper – and how the real winners of the Christmas retail battle are those who know how to engage with their customers beyond the holiday period.

Head over to Econsultancy now to read the article.

Affiliate Myth Buster: Using Data to Understand the True Value of Discount Codes

Shoppers with bags

Whether they’ve received a code via email or found it on a voucher site, online shoppers are now accustomed to having discount codes readily available to help them save money on their purchases.

That said, there are often assumptions made about the value that affiliate programmes involving voucher sites can offer advertisers. It can be assumed that vouchers only drive value at the last click, or that they poach revenue that has actually been driven by other marketing channels earlier in the path to purchase.

So, should the myths be believed or should your brand be capitalising on the demand for discount codes? The answer – as with so many marketing campaigns – is to let the data make the decisions.

In his latest post for Marketing Land – Three Coupon Affiliate Myths It’s Time to Stop Blindly Believing – our Managing Director of Attribution, James Collins, explores this theme in more detail.

James provides clarity around three of the assumptions associated with vouchers (or ‘coupons’ as they’re called in the US) using data from our proprietary attribution technology, Cadence:

  • Myth: Coupon affiliates only drive value at the last click
  • Myth: Coupons only convert those who would’ve converted anyway
  • Myth: Coupons don’t work for luxury brands

Read the post on Marketing Land now to learn how data can give you a clearer understanding of the value of discount codes throughout the purchase journey.

Attribution & Segmentation: How to Unlock the Value That’s Right Under Your Nose

Different customer groups shopping online

Attributed reporting isn’t just about better understanding the true value of each of your marketing channels. This data that provides a picture of how different channels influence customers across the whole purchase journey also gives you the chance to spot optimisation opportunities and therefore experiment with ways of better targeting your customers.

Segmenting this attributed reporting data in shrewd ways allows you to go one step further. It gives you the opportunity to become even more effective at targeting the right people at the right time. Instead of targeting your customers with an ineffective ‘one-size-fits-all’ campaign, you can test different approaches to different customers groups and judge their performance accordingly.

It’s this theme that our Managing Director of Attribution, James Collins, explores in his latest post for Econsultancy: How to Combine Attribution and Segmentation Data to Achieve Marketing Success.

In the post, James covers how attribution and segmentation can be used to help you:

  • Understand the journeys of converting and non-converting users
  • Discover what activities attract new customers
  • Reach your different customer groups in the most effective ways
  • Learn how to market to customers with high lifetime value

Read the latest post now to discover how to combine attribution and segmentation data to achieve marketing success.

5 Questions to Ask to Get the Most Out of Your Attributed Reporting

Team discussing attribution report

To put it simply, attributed reporting allows you to determine which marketing channels have been effective in driving sales. It allocates proportional credit to each marketing touchpoint in a user’s journey to purchase. In this way, it allows marketers to understand which touchpoints are most effective and so prioritise their spend accordingly.

While attributed reporting does this, the value does not end there. In reality, it provides insight that is much more nuanced and valuable. Only by asking the right questions is it possible to get the most out of attributed performance data.

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Build, Model, Do: Step by Step to Attribution Success

Build, Model, DoBrands today are spending a vast amount of marketing budget across a multitude of marketing channels. Yet for marketers, understanding how the different channels perform together is still a problem. There is a lot of data available, but thanks to siloed channel activity and multiple reporting systems, it’s not easy to bring it all together in a transparent, meaningful way.

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Building the Business Case for Attribution

The Business Case

To truly understand consumers, modern marketers must get to grips with more marketing channels and devices than ever before. Despite an awareness of how consumers move between devices when they buy online, according to our research recently conducted with The CMO Club, 55% of CMOs don’t currently have an omnichannel marketing strategy in place. Continue reading

Social takes centre stage at this year’s London Symposium

London Symposium

This year’s London Symposium was our biggest to date. Over 520 brands and publishers were in attendance to network and benefit from the key insights given by some of the performance marketing industry’s top experts and leaders.

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