Are you thinking about moving your marketing in house? Want to know how to avoid the risks?
Cart abandonment is one of the problems that's been bothering eCommerce retailers and marketers alike.
For those unfamiliar with the term in-housing, I’m referring to the process of transitioning from outsourced fully managed marketing agency services to hybrid management - or in-house managed marketing.
Marketing has always been complex and using it to acquire new customers is not an easy task, regardless of your industry. While we made lots of progress from the days of TV ads and the era of Mad Men, marketing still remains an exciting but at the same time complex way to get to new customers. In recent years, we have a wide range of new marketing platforms and tools to work with, which doesn’t make things any easier either.
Making sense of your marketing data is easier said than done. And it's pointless if you're unable to act on it. The question is - how many of us succeed in using data to make better-informed decisions?
In June 2020, Apple shocked the mobile marketing world with the announcement of their new App Tracking Transparency Framework (ATT). It was originally planned to be rolled out with iOS 14 in September 2020, but is now postponed to early this year, 2021.
The sales promotions that you run throughout the year as an e-commerce company can require a big investment from an advertising perspective. If we consider just Black Friday and Cyber Monday the CPMs can rise, in some cases like with social ads, up to 50%.
As an ecommerce marketer you have access to a lot of data about the effectiveness of your marketing campaigns. The challenge comes when you’re looking at this data in a thousand different places and trying to put the pieces together. In order to make decisions with confidence, and within the day or week, you need to have your marketing data in one central location and in a set of dashboards that allow you to see everything.
Since the beginning of marketing, businesses have attempted to understand the influence their marketing activities have on their bottom-line. Today, Multi-Touch Attribution (MTA) models assess the role each marketing touchpoint plays in creating customers and generating revenue. Despite numerous technological advances in tracking and modeling, many challenges still prevent organizations from adopting MTA. Those include: