Welcome to a new edition of The Weekly Shop. This week, we take a look at customer lifetime value, the importance of post-purchase interactions, an example of brands using Google’s Shoppable Hangouts, and the rumours that Google could be about to block paid search keyword data.
Econsultancy’s new Building Loyalty and Driving Revenue in the Digital Age report looks at how customer lifetime value (CLV) is a crucial concept for companies looking to improve retention rate, but one which companies find hard to measure. Econsultancy surveyed almost 900 agency and company respondents, and found that, though the vast majority agreed that CLV was an important concept, just 42% said they were able to measure it. Head over to Econsultancy for more on the findings.
A new survey has shown that 86% of consumers said it was important to them that they have a positive experience after making a purchase, highlighting the importance of post-purchase interactions. This article highlights some of the findings from the study and how you can make improvements to your post-purchase communications to encourage repeat customers.
Last week, we featured a new concept from Google, Shoppable Hangouts, and recently ASOS and Nike have teamed up for the first shoppable video web chat to celebrate 27 years of Nike’s Air max trainer. On the day of the hangout, users could shop while they watched, and make purchases directly from the promotion.
Forecasts suggest that mobile advertising will continue to grow by an average of 50% a year between 2013 and 2016, thanks to the widening penetration of smartphones and tablets. These figures come from ZenithOptimedia’s latest advertising expenditure forecast, which reveal that overall global advertising spend will rise from 3.9% in 2013 to 5.5% in 2014, with further growth expected to increase to 6.1% in 2016. More over on Econsultancy.
The big news in digital marketing this week was the rumour that Google could be about to block paid search keyword data. Last year, Google did this with organic search data which was a major setback to publishers, who began to losing data about the keywords used to reach their sites. This article from Search Engine Land aims to clarify fact from fiction and provides 10 things you need to know about the Keyword (Not-Provided) for paid search issue.
In light of all the changes from Google, this last article from Search Engine Watch explores the possibility that links may no longer be a ranking factor in the future. Yandex, the biggest search engine in Russia, has just recently announced that they will be no longer using links as a ranking factor and this article looks at how this change might actually have an international impact and indicate the way in which search is heading.
Thanks for reading!