Stefan Robinson

The Value in Measurement report from JICMAIL and DMA (Data & Marketing Association) UK is available and is an informative and interesting read for anyone looking to understand effective cross channel measurement for marketing campaigns. Staggeringly 65% of respondents still report a misalignment on measurement and reporting across channels. That's a crazy figure but does highlight challenges of measuring each marketing channel fairly. The report provides recommendations on how to create an aligned view for looking at performance. You can access the report at the following link. I would thoroughly recommend https://lnkd.in/ehXasu4C #jicmail #dma #paperplanes #measurement

13

1 Comment

Need to level up on your audience insight? 🕹 Check out the next instalment in our 26PMX retail realities series which focuses in on how to unlock and get more from your customer data to ultimately get the performance gains. So sign up and get some intel to prep you for Q4 and beyond - all from the comfort of your own home, desk or commute! 🗓 Date: 12th September 2024 ⏰ Time: 10:00 AM - 11:00 AM What To Expect: - Major performance boosts through audience insights - Fast AI-driven audience segmentation - Unlocking hidden value in first-party data - Practical strategies for immediate Q4 success Who you'll hear from: A squad of the smart minds at MSQ, InfoSum and SQREEM Technologies 🔗 Sign up now! Link in the comments. #RetailWebinar #AudienceInsights #AI #FirstPartyData

18

2 Comments

Great to be at the unveiling of the “State of the Nation” today showing the performance and growth of the affiliate and partner marketing industry in the UK. The full report can be downloaded here https://lnkd.in/encSrqNy

94

1 Comment

🔊 For those of my contacts who missed Mr Jon Earnshaw talk at BSEO again Here's a link to rewatch his talk https://lnkd.in/dwur4nUD Conversational search is inevitable. In this talk, Jon demonstrates how Google and others are steering us towards ever more personalised conversations and looks at how to utilise the SERP in order to join ‘the conversation’. Full video coming soon. #BSEO #SEO #Conversationalsearch

2

Is Amazon's Transformation Threatening Your Bottom Line? Join Martin Heubel LIVE at #AmafestUK - Amazon Sellers Conference in Brighton to uncover the critical shifts happening on Amazon and how they impact your brand. Learn why short-term tactics are no longer enough and how to build a sustainable, long-term strategy for success.

7

2 Comments

🗞️ Our latest UK Staycations Search Market Insights report is here 🇬🇧. Our team have delved into key search trends from the last 12 months to bring together an overview of what customers are searching for, what's driving success and the key players growing in the industry. We've done a lot of work in the sector so I know a lot of connections will find this really useful! Interested, and haven't got a copy yet? Drop me a message, and we’ll share a downloadable version with you 📩 🌴 More travel reports coming soon too so watch this space 👀 #staycation #ukholidays #ukbreaks #searchmarketing #searchtrends #travel

9

The Affiliate & Partner Marketing Association 2024 State of the Nation Report is packed with some impressive numbers: the UK affiliate market grew to £𝟏.𝟔𝟕 𝐛𝐢𝐥𝐥𝐢𝐨𝐧 𝐢𝐧 𝟐𝟎𝟐𝟑, with an 𝐑𝐎𝐈 𝐨𝐟 £𝟏𝟕 for every £1 spent and 10% of all retail sales driven through the channel. From my perspective in the rewards space, a few things stand out: 📊 Cashback, Loyalty & Rewards now make up 𝟐𝟓% 𝐨𝐟 𝐭𝐨𝐭𝐚𝐥 𝐚𝐟𝐟𝐢𝐥𝐢𝐚𝐭𝐞 𝐢𝐧𝐯𝐞𝐬𝐭𝐦𝐞𝐧𝐭. It’s no surprise—consumers today want more value beyond the purchase, and loyalty programs are becoming a key part of their shopping experience. 𝐑𝐞𝐰𝐚𝐫𝐝𝐬 𝐚𝐫𝐞 𝐩𝐫𝐨𝐯𝐢𝐧𝐠 𝐭𝐨 𝐛𝐞 𝐚 𝐦𝐚𝐣𝐨𝐫 𝐝𝐫𝐢𝐯𝐞𝐫 𝐟𝐨𝐫 𝐫𝐞𝐩𝐞𝐚𝐭 𝐩𝐮𝐫𝐜𝐡𝐚𝐬𝐞𝐬. 🔍 Tracking Challenges are front and center, especially with recent changes in consent management. Accurate tracking is crucial to maintaining trust with customers and brands, but the balancing act between privacy and data reliability is becoming more complex. 🚀 The UK affiliate market grew 𝟏𝟕% 𝐲𝐞𝐚𝐫-𝐨𝐧-𝐲𝐞𝐚𝐫, with an ROI of £17 for every £1 spent. As customers increasingly look for value in every transaction, brands are doubling down on loyalty and rewards. It’s clear that these programs are becoming even more critical as we move into 2025. 💡 What stood out to me is the continued importance of rewards and cashback among the various affiliate methods. Offering those little extra value-added touches can really make the difference in keeping customers engaged. Balancing strong offers with a seamless experience is where the magic happens. 🌍 Even in challenging economic times, affiliate marketing is thriving, with rewards and loyalty playing a key role. Transaction volume is growing faster than overall spend, suggesting smaller basket sizes but more frequent purchases—a sign that consumer habits might be adapting to the current cost-of-living challenges. As always, a huge kudos to Kevin Edwards and The Affiliate & Partner Marketing Association for their work! Link to report is in the comments! ⬇️ Exciting times ahead for the industry! #AffiliateMarketing #Rewards #Loyalty #Ecommerce #DigitalMarketing Sovendus

25

1 Comment

Are you reaching: ✅ the right people? ✅ ...in the right places? ✅ ...at the right time ✅ ...with the right creative? Our Peak Readiness Audit will answer these questions (and more!) and, if there's anything holding you back in the approach to Q4, we'll identify it and give you actionable feedback to make this peak season your best yet. DM me (or follow the link in the original post) to find out more.

2

If you are interested in closing bigger deals, getting engagement from specific companies and driving high-value pipeline I suggest you book one hour on 21st November (14.30hrs GMT/15.30hrs CET) where Peter Russell-Smith from Big Business Agency and I will share insights on ABM and how to close bigger deals. Other topics are: How to reach your customers with the right message. Big Deal Sales: Identifying what customers are looking for. How to identify decision makers and influencers. How to qualify and when to qualify. Send me or Peter a PM and we will reserve a seat. #b2bsales #abm #industrialmarketing

6

What a brilliant way to start the week with THREE #ukdigitalgrowthawards wins for Metis and MediaVision 🤖 Best Use of AI in Digital 🤖 For our Metis Accelerate product, which supercharges hashtag #SEO growth for large hashtag #ecommerce brands 📊 Best Use of Data 📊 For helping New Look make the biggest SEO gains of any ecommerce brand in the market 🔬 Innovation Award 🔬 For our ability to unlock the potential of market hashtag #data using our flagship platform, Metis #proudmoment #opportunitieseverywhere

21

3 Comments

Two of the largest #retailmedia players are now reaping the Attention 👁️👁️Advantage of #directmail as part of their offsite options for CPG clients. Come and join this fantastic webinar with JICMAIL to understand why …

1

What are our Lancashire audience ready to buy? In-market segments are groups of users on the Reach online network who are actively browsing, researching or comparing the types of product or service you sell. By using in-market segments we can target specific user groups, ensuring your ad only appears in front of those most likely to take notice. Our top 20 in-market segments based on what our Lancashire users are browsing, researching or comparing. #lancashire #lancashirebusiness #marketing #advertising

5

1 Comment

Join Underground Ecom's webinar today with Klaviyo at 2pm UK time! Our Head of Service Delivery Stefan Milicevic will cover: - SMS list growth tactics  - SMS sending best practices and strategies  - How SMS fits into your current marketing strategy  - Use cases and examples of European brands that effectively use SMS Don't be the one still wondering "what if" about SMS a year from now. Sign up before it's too late! Link in the comments

15

3 Comments

10 Year Achievements Part 1/4 CHANNELS Growth of our most mature Customer Engagement channel over a 10 year period, Email - to almost £500k revenue per month, with many records along the way and a ridiculous amount of learning and implementation - new clients, products, deliverability and segmentation infrastructure, experimentation function (300+ tests per month), new content strategies including a pivot to a customer-centric industry focus 9 Newsletters launches as MVF pivots towards an audience-led and high-quality media approach - scaling to an audience of 100k+ Growing SMS from scratch to a £200k GP channel across multiple sectors and countries Launching Whatsapp and Facebook Messenger as New Conversational Channels in 2024 Taking on co-accountability of an incredible (and massive) Telemarketing function who are, in my opinion, one of the most effective contact centres in the UK

21

Marketing Is expensive 🤑. Customer promises are free 🌈 📈 In the past two years, Imaad Ahmed, Isabel Cleaver, Sian Bateman, Paul Stringer, PhD, David Tiltman, Phil Gault, Jann Martin Schwarz and I have looked 👁 at at 2️⃣ 7️⃣ 2️⃣ 4️⃣ award nominated or award-winning advertising campaigns. And when I say we looked at them, I don't mean that we idly Googled them, I mean we pored over every single award case study, evaluated data and meta data, had different teams repeat the process, discussed endlessly the merits and discarded any case studies that did not fit our specific bill. Because we were looking for something VERY specific for which there is NO CURRENT MARKETING OR CREATIVE taxonomy. We were looking for the campaigns that MADE AN EXPLICIT PROMISE TO THE CUSTOMER ABOUT THE VALUE THE PRODUCT WOULD CREATE. That's it. We literally took a universe of successful advertising campaigns and carved it up in a totally new way: into "Campaigns That Made A Clear Customer Promise" and "Campaigns That Did Not Make A Clear Customer Promise." And we then compared the relative performance against brand health and market share gains. We did this is because we had a hunch. We followed the thinking of our mentor, guide, guru and co-inventor on this journey, Roger Martin, and tried to look at a mystery ("what really makes an ad campaign work?") and convert it into a heuristic. Potentially we now even have an algorithm: make a promise to the customer and get better results. Our first phase research was published in Harvard Business Review. The second published today (link in comments). TLDR below, For my own part, as a CMO in a number of different businesses (I would argue that Director of Strategy, Strategy Advisor and Marketing Director are versions of being CMO) I have always found that putting a customer promise at the heart of strategy creates the profound customer connection that results in success. I would go further and say that a customer promise is a Moneyball-style unfair advantage if you are a challenger brand. I have made explicit media promises "Half the price and more chances to win," (Health Lottery), "Put Recovery First, (Liberal Democrats); "Feel Part of it," Talksport. And also implicit experience promises: "However you feel about the world when you come into our media universe, you will feel better about it and the PEOPLE LIKE YOU IN IT by the time you leave," (LADBible). They all worked. Customer promises create all your connection with your customer. Yes, they are intangible, yes they are hard to pin down on a spreadsheet (though we have given it a go!). But they work. 2️⃣ 7️⃣ 2️⃣ 4️⃣ case studies later, we promise that they do. It took a village to make this promise, so thank you: Ryan Roslansky Daniel Shapero Jim Habig Melissa Selcher Melissa (Mel) Furze Philip Thomas Simon Cook Paul Coxhill Harjot Singh James Hankins. And of course co-creators and heroes Jann Martin Schwarz and Roger Martin.

141

21 Comments

Considering transformation from a #technology, #data and a #human perspective is critical to success. All too often we're sold technology based on out of context promises and commercials. I get it, feeling like you have squeezed a good deal from a bunch of people you like over a fancy dinner feels amazing. But to be successful, we need to spend some time thinking about the environment that's going to be transformed. Consider the people who need to support and deliver your programme and understand how you'll know you've succeeded. Modern platforms connect data, teams and objectives across siloed organisations. So CMO; CXO; CTO; CIO and COO and their teams all have a stake and a role to play. That means we need specialist support from professionals who understand the human side of change working alongside those concerned with the data and technology transformation. People like Claire Croft PCC and Corporate Punk are invaluable. Remember, technologies rarely fail, they're rejected by the host. The Thread Team Claire Croft PCC

6

4 Comments

Arguably the fastest ride to online sales is on the marketplace train. But not all marketplaces are the same, and your commercial model, fulfilment strategy, data compliance and integration methodology will all have a direct impact on your marketplace performance. From my good friends at ChannelEngine is this very insightful Marketplaces Masterclass next week. Register now: https://lnkd.in/gm8tn6CS What is your online retailing strategy? 95% of our clients at ZELLIS are multichannel, multi-marketplace retailers, and it's a conversation I'm having almost daily. My key message - "ride the train until you can afford your own car." Relying only on marketplaces as a commercial strategy works, but is short-sighted. The long term winners are those who build their own brand, not instead of a marketplaces strategy, but in tandem with one. Brand building is a 'longcut', not a shortcut. Repeat customers on a marketplace are nothing more than a lottery. They're on the marketplace website, not yours. They're not looking for you. Whether they find you or not is more dependent on the marketplace's priorities than leverage you have. Repeat customers on your own webstore is a considered, deliberately crafted and persistently applied strategy. Thus the lifetime value of a customer warrants the time, effort and budget to be memorable, be recalled, be revisited, be preferred and be recommended. What does your ecommerce strategy look like? #marketplaces #marketplace #onlineretail #onlinemarketplace #ebay #amazon #walmart #catch #kogan #ozsale #woolworths #bigwmarket #bunnings #taobao #temu #shein #marketingstrategy #sellingonline #ecommerce #ecommercetips #ecommercestrategy #ecommercetraining #webinar #channelengine

3

The fastest growing DTC businesses are already getting themselves ready for the busy and fast approaching peak trading season. We're helping a small number of brands make the most of this crucial trading period by answering questions like: - Are you reaching the right people, in the right places at the right time? - Are your ads as effective as possible? - Is your customer journey optimised and as frictionless as possible? - Are you doing all you can to entice existing customers back and keep new ones? Our Peak Readiness Audit covers everything from demand creation right through to purchase and retention. You'll receive an action plan with the steps you can take before peak really kicks in. Helping you make this the best Q4 to date. Follow the link in the original post or drop me a DM to find out more.

6

2 Comments