Tag: webit agenda

Competitor intelligence is a specific type of market intelligence. As a result, a good quality provider of market intelligence should offer competitor intelligence as part of its range of services. According to the definition, we found in Wikipedia, competitive intelligence as:

‘The action of defining, gathering, analyzing, and distributing intelligence about products, customers, competitors, and any aspect of the environment needed to support executives and managers making strategic decisions for an organization’.

Literally, it means to know what is going outside of your business, in order for you and your products to be competitive and relevant to the market. It is inevitable when talking about retailers and competitive intelligence, not to talk about big data. And it is not just big, but it gets bigger every single day. The question here is if retailers could control the data gathering and how to manage the whole process. The truth is that there is more information available to the business than ever before. However, information that can really help a business make decisions is scarce and valuable. So you should pick and gather preferably. It is extremely difficult to measure the ROI of market intelligence, respectively of customer intelligence; nevertheless, it is clear that the price of projects broadly reflect the potential benefits. The most expensive studies are market entry intelligence studies, on the basis of which huge investments are often made (or avoided). 10 days left till the 6th Global Webit Congress in Turkey. Our speakers have prepared plenty of good practices for you, so book your tickets now!

  78 per­cent of con­sumers would buy from a retailer more fre­quently if they received per­son­al­ized offers and 71 per­cent don’t believe retail­ers are effec­tively pro­vid­ing these offers. These results we can find in an August 2013 Retail Touch Points arti­cle. More than 50 per­cent of online retail­ers agree that per­son­al­iza­tion is fun­da­men­tal to their online strat­egy, still per­son­al­iza­tion tac­tics are often imple­mented with­out an estab­lished per­son­al­iza­tion strategy. One of the biggest advantages of Internet marketing is the ability to personalize the user experience. Here are three personalization strategies from three multichannel merchants:

Personalization is just a fancy name for segmentation

Personalization is just a fancy name for segmentation, according to Andrew Knight, manager of online user experience at big-box hardware retailer The Home Depot. 

“Personalization starts with customer registration; that’s where we get a lot of the segmentation data for personalization efforts,” he said.

Personalization then can address anything from customer geographic location to contact preference. What you need to do is to make the customer to provide the necessary data.

Use the customer life cycle as a personalization tool

For David’s Bridal, a marketer of wedding dresses and accessories, the wedding time line is the most important part of the segmentation strategy. Marketing messages are timed to what a bride might need or should have whether she’s six months or six weeks from her wedding date. Knowing the life cycle of your products means knowing what customers need.

Watch for and anticipate purchase triggers

More than just life cycle marketing, watching for purchase triggers requires an in-depth analysis of what products your customers buy following other purchases.

“Whenever a purchase is made, either over the phone or on the Web, it starts a communication strategy based on certain purchase details,” noted David Manela, vice president of strategy and business development at Vivre, a multichannel merchant of luxury apparel and home furnishings. “If [customers] buy a particular brand of dress, we know they’re likely to purchase another specific product in a couple of weeks. We try to anticipate and trigger that purchase with an e-mail.”

Personalization make customers special and they can feel it, they are looking forward to it. To learn more personalization strategies and share your own experience, come at Webit. Time is ticking away, only two week are left, so hurry up and book your tickets now.

  It expands at any moment, so it is pointless to try to give definition for omni-channel. Marketo, one of the leading Marketing Automation providers gives a solid explanation of why marketers need to think Omni-Channel:

"Marketers now need to provide a seamless experience, regardless of channel or device. Consumers can now engage with a company in a physical store, on an online website or mobile app, through a catalog, or through social media. They can access products and services by calling a company on the phone, by using an app on their mobile smartphone, or with a tablet, a laptop, or a desktop computer. Each piece of the consumer's experience should be consistent and complementary."

Omni-channel provides the customers with multi-path purchase experience. In order to be recognizable on the market, you need to be everywhere and today, market is an aggregate concept. From their smartphone to the desktop to an in store visit; we are entering an omni-channel world, where consumers seek an omni-channel experience. Digital selling and omni-channel commerce have transformed the way customers shop as well as the way retailers engage with them. Store associates today are expected to deliver a customer experience that is as engaging, informative and profitable as it is accurate and efficient. To do this, they must have the ability to see a complete, omni-channel view of the customer, sell any unit of inventory across the entire retail network, and effortlessly handle cross channel transactions, such as returns and exchanges. Omni-channel is a way of thinking and the sooner you implement it, the more successful your business will be. Join the 6th Global Webit Congress to learn more about omni-channel solutions from digital experts. Book your tickets now!  

Responsible for as much as a third of all Internet traffic at one point, BitTorrent is associated with piracy in the public’s imagination. However, that is an unfair characterization. In fact BitTorrent protocol is an ideal marketing platform for brands and publishers. With its 170 million active monthly users, BitTorrent is better than Pinterest, IGN and Spotify. Nearly, two-thirds (63 percent) of that user base is under the age of 34. Half (51 percent) are high school students. The user base is quite big with a lot of potential, so the company focuses on the marketers, who are interested in doing business there. BitTorrent offers a few products as well. Bundle, lets brands and publishers package content to be downloaded by users in batches. Bundle is “built for bigger stories,” with five of 2013′s most downloaded bundles at 3 GB or more. The company also recently introduced Sync, which lets users share content across devices — not on a cloud — without limits. In July, BitTorrent unveiled a chat client, Bleep, which offers ‘a decentralized connection so you can send information without the risk of it being snooped on’. There’s also a growing media network that has clients including Spring, Hotwire and EA. As a President & CEO at BitTorrent Inc., Eric Klinker is responsible for an ecosystem of software, devices and protocols that moves between 15% and 30% of the world’s Internet traffic on a daily basis, and has more than 170 million monthly users worldwide. Prior to BitTorrent, Klinker was a pioneer in network optimization technologies. He served as CTO and Vice President of Engineering at Internap Network Services and CTO and Chief Architect at netVmg Inc., acquired by Internap. Klinker was an early builder of broadband networks. In various roles with @Home Network, Klinker was instrumental in the development of the world's first large scale, broadband ISP. Previously, he led engineering teams at the U.S. Naval Research Laboratory, focusing on information security, high assurance computing and multicast data communication. Klinker was awarded a B.S. in Electrical and Computer Engineering from the University of Illinois at Urbana-Champaign and a M.S. in Electrical Engineering from the U.S. Naval Postgraduate School. Do not miss the opportunity to listen Eric Klinker as a speaker at the 6th Global Webit Congress. Book your tickets now! Two weeks left till the best time to visit Istanbul.

In the beginning it was e-commerce. The customers were happy because it was much more convenient for them to shop online. It didn’t take long for mobile e-commerce to take place and become even more popular and comfortable. India, for instance, is one of the biggest е-commerce markets. With its over 250 million internet users and 900 million mobile subscribers, the market is only going to expand. Realising this, even traditionally offline retailers choose to enter the online market.

"We will never go the traditional retail route in India," said Manu Jain, India head of Xiaomi. "In a traditional retail channel, the overhead costs get passed onto the consumer.

Here comes something from the last days. Apple Pay - the new Apple’s wireless payments system. Why does it matters? For the moment, Apple Pay is still in the launching period, so no impact can be seen. Not yet. But if Apple, which reportedly has more than 800 million credit cards on file and expects to sell between 70 and 80 million new iPhones by the end of this year, thinks there’s a better way to convert customers on mobile devices, you need to be thinking about it, too. There’s also Amazon’s Fire phone, which lets you scan a real image and immediately to be directed to that product page on Amazon. Instagram is also trying to implement mobile e-commerce in its strategy.

"The online channel is a big source of data collection. We learn great insights to what products are working in which geographies," said Shivanandan Pare, head of ecommerce at Madura Fashion & Lifestyle. "This helps us in our offline expansion."

Don’t miss the 6th Global Webit Congress where the topic will be discussed by experts. Book your tickets now!

When it comes to big social data, marketers can react in two ways - to ignore it, just because they are afraid of the quantity, or to be brave enough and to confront and harness big data. Big social data allows companies to go much deeper into simply monitoring for brand mentions. Advanced data sets are allowing brands to insert themselves into many conversations that go beyond the mentions of their product/service and can develop deeper relationships with customers and influencers.

‘Real-time social data lets brands identify an important trend, insert themselves into that trend, and measure the impact of that trend in ways that were never possible before now.’ /The Next Web/

The interaction between brands and their customers in social media like Facebook, Twitter and Google+ is important and managers know that. The social media, on the other side offers various tools to help advertisers. It is interesting that even LinkedIn (the professional social network) is striving to become a content platform. LinkedIn’s 300 million members bring plenty of data with them. Recruiters looking for qualified candidates and B2B companies looking for clients. In order for the data to be successfully used, it should be managed properly. For better or worse, you cannot control the quantity of social data. What you can control is the way you react it - ignore it or use it. Global Webit Congress will meet you with many successful brands’ managers, so you will get plenty of useful advice. Book your tickets now!

Customers now have many requirements of a product/brand/company. If you cope with the rapidly evolving behavior of consumers, then we can talk about customer engagement. It is ongoing, meaningful contact that actually drives revenue. In order to succeed, you have to keep engagement and work constantly on it. Here are some strategies:

• Email Marketing - you already do this, for sure. So, the point here is to emphasize on the attitude. Don’t over email your customers. Once your customer gets sick of your emails, they will simply go to the spam folder. Your customer will not read any of your emails, even if it is important.

• In-product messaging - it is a relatively new strategy, that comes as an answer of the email marketing concerns. Think about a simple message, which provides your consumers with what they want. You do not need to be formal as with the email, so engage your customers with simplicity.

• Create a ‘listening center’ - engagement is a conversation and want it or not people’s opinion is important and can have meaningful influence on your business. Any interaction between a customer and your company could be the match that starts a viral fire. The purpose of the listening center is to monitor what is being said about your company, products, and services on social media, blogs, and other online forums. Since your are looking for efficiency, hire a few people who will be responsible for ‘listening’ to your customers.

The rise of the social Web has led to a fundamental shift in the way business engage with its customers. The 6th Webit Global Congress will give you the opportunity to learn new strategies and share experience with numerous digital experts. Book your tickets now.

As content has become meaningful for companies in the last years, the question about differentiating content marketing and content strategy arises. Are the two terms the same? Or different, or complementary?

 “Content marketing is an umbrella term encompassing all marketing formats that involve the creation and sharing of content in order to attract, acquire and engage clearly defined and understood current and potential consumer bases with the objective of driving profitable customer action.”

Sounds to complicated, huh? But it is not. Let’s take a look through the process of content marketing. In the beginning it is the definition of user needs and then starts the creation of content. Then you have to do outreach, benefit visitors and profit conversion. That’s the whole process and again pay attention to the first step - definition of the customers’ needs. It is essential. Before you start creating content, you need to build your strategy. Here is а definition about content strategy:

“Content strategy plans for the creation, publication and governance of useful, usable content. Necessarily, the content strategist must work to define not only which content will be published, but why we’re publishing it in the first place.” - Kristina Halvorson

Not so complicated as the previous, but still let’s check the process. We start the same way as with content marketing by defining customers’ needs. What follows is the content audit with the content planning. Then comes content production, respectively the content deliverance. In the end, the result need to be measured in order to make conclusions and improvements. To summarize, content marketing and content strategy are two separate yet deeply connected. So, it is not Content Marketing vs. Content Strategy. It is Content Marketing + Content Strategy = Win. To learn more, book your tickets for the 6th edition of Global Webit Congress now.

Webit is an once in a life-time experience. It does not matter how many of the previous editions you have attended, each one is an unique and exclusive experience. The 6th edition of Global Webit Congress promises even more. The Platinum Pass is going to provide you with opportunities you barely have dreamed about. The mystical city Istanbul hosted many civilizations since centuries, of which Byzantium and Ottoman Empires were both the most famous ones. The city today carries the characteristics of these two different cultures. That’s why Hagia Sophia and The Basilica Cistern are a perfect synthesis where one can observe both Ottoman and Byzantium effects. The Platinum Webit Pass gives you the opportunity to expose Dan Brown's Inferno Curated Secret with an unforgettable VIP Tour with top level networking and lifetime experience of Istanbul. You will be following the steps of the Harvard Professor R. Langdon, entering the secret passages of Hagia Sophia and The Basilica Cistern - two emblematic places in world’s history. Here are the rest of the opportunities that Platinum Pass gives to you:

• Full access of the Red Pass
• Full Access of the Blue Pass
• CEOs Networking Lunch
• Chairman's Dinner on a boat on Bosphorus
• Leaders Networking Lunch
• Official Webit party

Let your Inferno Trip starts. Book your Platinum Pass now.