Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

Get it on Amazon (Kindle/Print)

E-retailers could gain more loyalty from their data

The report, entitled '2009 E-Commerce Customer Experience Survey', found that 68% of the nearly 600 online retailers polled were uncertain if they were using all of the data gleaned through on-site technology to recruit customers and maintain their loyalty.

Additionally, only 55% said they integrate the various on-site applications they are using. According to SLI Systems' CEO, Shaun Ryan, "This is a missed opportunity to improve the user experience as well as marketing efforts. To capitalise on the holiday shopping season, retailers should prioritise technology integration and analytics."

For example, Ryan suggests, when companies combine applications such as web site searching with email marketing, or user reviews with online video, the results can be much better than when these applications are used in a 'silo approach'. Effectively, he argues, in a highly competitive selling environment, online retailers could capture more sales and conversions, and have more meaningful engagements with customers, if they integrate their data gathering applications.

Of the technologies highlighted in the survey as the most frequently used for engaging with customers, site search, web analytics and email marketing were the top three with 88% using site search, 87% using web analytics, and 81% using email marketing.

Following these were user-generated reviews (53%), product recommendations (47%) and online communities (43%). Almost half (42%) said they are not integrating data across applications.

Encouragingly, some 95% said they are using analytics on their web sites to track conversions, measure the effectiveness of campaigns, conduct keyword research and to better understand their online audience. However, 63% of these businesses said they are still not confident that their analytics are accurate.

"The concern companies have regarding the accuracy of their analytics may be a result of implementation and integration issues, challenges with the analysis of the data, or variations over time due to ongoing site changes," explained Ryan. "Analysing campaign effectiveness can be difficult when applied across multiple marketing programmes and variations. The keys lie in ensuring that applications are integrated, and in sharing information, and in making sure that analytics are run and evaluated across all available technologies and applications."

Other findings highlighted by the survey included:

• 83% of businesses polled said that the ability to measure the effectiveness of tools or campaigns is critical or very important to their marketing efforts;
• Of the technologies e-commerce businesses are using to improve the online experience for customers, 88% said site search, 87% analytics and 83% highlighted email marketing as providing the greatest return on investment (ROI);
• Specific to the 2009 holiday shopping season, 35% of online businesses expected to increase budget in preparation for the holidays;
• 59% believe their web site marketing strategies were ready to capitalise on the coming holiday shopping season.

Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

Learn the insider's tricks and techniques to turn every customers into a 'super spreader' for your brand. It's better than free advertising. Once you start this ball rolling, your brand can grow rapidly through word-of-mouth, advocacy, influencers, and customer loyalty. Super-charge your company's marketing strategy, build up your market share, and make more sales through repeat business and customer loyalty.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

The Customer-Focused Marketing Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market. Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is a marketing book you simply can't afford to be without.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

With The Customer-Focused Marketing Playbook at your side, you'll have instant access to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy.

Get it on Amazon (Kindle/Print)