Articles

“Conversion rate optimization” had the greatest variance among brands and marketers this week, as measured by Bombora Company Surge. Conversion rate optimization (CRO) is a system for increasing the percentage of visitors to a website that converts into customers or takes some other desired action on a webpage.

Marketing is in the midst of massive change, and organisations need to evolve, adapt, and develop migration plans and long-term strategies to continue to drive growth. It requires investment in next-generation audience platforms, smart identity solutions, and innovative measurement approaches.

“Search engines” was the No. 1 trending topic among brands in recent weeks -- as measured by Bombora Company Surge — signaling an intent to derive insights from search efforts in order to optimize one’s online marketing efforts to the fullest degree possible.

The world of marketing, customer experiences, and data have been changing in ways that few could have predicted: pandemic restrictions, in-person business limitations, contactless experiences, and the loss of third-party cookies. Delivering the best customer experience, both online and off, is vitally important for driving business, but the environment is changing quickly.

“Brand to demand,” emotional engagement and customer-centricity are critical growth opportunities for B2B marketers as they shift from a brand-focused to a customer-focused strategy as part of the broader trend of digital transformation, writes B2B marketing experts Michael McLaren of MerkleB2B and Julia Doheny of B2B International USA.

We all know how much the effects of the COVID-19 pandemic have altered consumers’ buying and shopping habits. As we move forward into retail’s next era, Jon Reily's article outlines the brands and industry sectors that are poised to skyrocket, as well as several media that will be more prominent in everyday life.

In the wake of COVID-19, low-contact shopping behaviors such as ecommerce and delivery were accelerated and widely adopted, as goods bought online in 2020 globally grew by 24%. To keep up with this incredible demand, grocery, big box and other retailers have turned to delivery and distribution partnerships like Instacart and Door Dash to create low-contact options for customers.

When you take the buying habits of today’s customers into consideration, it becomes clear just how important it is to nail personalization, because content, at its core, is the essence of brand reputation and expression.