Digital Marketing News 116 Spot STudio

Weekly Roundup #116 – Startups, Conversions & Clickbait

Has the Bank Holiday left you desperate to know what has been going on in digital marketing… we thought so! Read on for five of the most interesting developments – or click here to catch up on last weeks edition, where we took a look at how research-obsessed consumer are shaping marketing, why the younger generation is more brand loyal and took some advice from Seth Godin, marketing guru… Once you’re all caught up, read on for the latest:


Europe’s Successful Startup Scene

Research into Europe’s startup scene, has shown that Emma – the German online-only mattress company – is the fastest growing startup in Europe, thanks to its revenue increase of 14,315% in the last year.

UK startups such as Luno, Trouva, Moteefe and Papier show the breadth of companies that are finding success – which is reflected in their impressive revenue growth between 1450% (Papier) to 12,369% (Luno).

The research by Adyen and The Next Web is proof that Europe is a great place for startups, with Germany taking a leading position with four of the top 10 companies in the list.

The Next Web has suggested that Germany’s prominence could be,

“Because eight out of ten German startup founders are eyeing global expansion [and] German companies also have great funding with every 50th startup raising more than 50 million euros.”

See The Full List

Search has Become More Individualistic

Google has noticed a shift in the way that users word their queries – moving away from the utilitarian and basic language that was most commonly used 2 years ago, to a more personal, conversational tone.

Wording searches so that they are individualistic is a fast growing trend in search – for example, ‘Do I need’ and ‘Should I’ searches have both grown by 65% and ‘Can I’ searches have increased by 85%.

Marketers should match this personal, conversational tone across all of their touch-points in line with the consumers language. And, after finding key words and phrases that are most typically associated with your business, do some creative thinking around more conversational phrases that customers are likely to be searching for.

More from Think With Google

5 Tips to Improve Conversion

Building a business is a multifaceted task – and it doesn’t end when your shop is up and running. In fact, that is only the beginning. Once you have set up your website, promoted it and have daily traffic to the site, it is then vital to convert – so we take a look at some of the best tips for increasing eCommerce sales…

Generate Leads

As not everyone who visits your site will be ready to buy something, you should turn your attention to getting this type of visitor to sign up to the mailing list. By doing so, you will be able to build trust with this consumer, whilst remaining on their radar so that when they are ready to purchase you are at the top of the list.

Pretty Pictures

High quality images that really show the products are incredibly important – as these images are a stand in for the real-life product. Images that show the product in 360-degrees can give the consumer confidence in their purchase, and showing the product in different environments is also important.

Ensure that images are high-resolution and large enough to show all the detail in a crisp, clear way – and back up the images with equally great descriptions.

Returns Policy

Consumers often leave a purchase because they are worried that it won’t fit, will be different in real life or will get damaged in the post. Take it upon yourself to eliminate these risks by offering free and easy returns, free shipping and product guarantees, as this will greatly increase the chances of a conversion.

Social Proof

Adding social proof, i.e. customer reviews, to the online storefront is a great way to build confidence in your brand and to realise more sales. 84% of people trust online reviews and testimonials, taking them as personal recommendations.

So consider adding testimonials, user reviews, celebrities endorsements, case studies, star ratings, number of users, media coverage, official stamps of approval and social media shares.

Simple Checkouts

Make the checkout as quick and simple as possible, because a long and complicated checkout is one of the main reasons for abandoned carts. If there are more that 2 or 3 steps, then consider showing the consumer their progress through the buying process, with a progress bar, as this shows that the end is in sight, and will encourage people to complete their purchase.

Following these five steps should see a significant improvement in the conversion rate, turning traffic into sales…


Seven Steps to Intelligent Personalisation

Personalisation has moved on from simply adding the individual’s name to an email, or sending a birthday message on the right day. Basic personalisation tactics such as these see very small returns – only 8% of consumers are more likely to engage with a brand because they use their name, and just 7% are likely to engage with birthday-themed messages.

By contrast, 50% of consumers are more likely to engage with a brand when they receive an offer designed for them, showing that tailoring your offers and promotions would be a far better way of ‘personalising’ communications with your audience.

Intelligent personalisation – something that is a huge part of Amazon’s strategy – can increase conversion rates, average order value and customer lifetime value as well as improving marketing ROI.

Investing time and resources into intelligent personalisation is a way to improve your customer experience, and the amount of real value that your brand offers.

There are seven principles of intelligent personalisation, and we explore each of them here:


To be ‘intelligent’ your personalisation must be cross-device and cross-channel, as well as being able to encompass both physical and digital transactions. Make sure that your messaging is consistent across channels so that there aren’t any disconnects as people move between them, and join together your data so that you can be sure not to market a product to someone who researched it online who then went on to purchase it in-store.

Context is Key

When intelligently personalising your messages, context is key. Context can be split into two groups – customer context and the context of your product or service. Customer contextuals to take into consideration include: demographics, location, time of day, day of the week and the season – all of which may affect the likelihood of purchasing a particular item.

The context of your product would include whether it is a product or service that is bought out of necessity or desire, the price of the item (high price, luxury goods vs. low price essentials), how frequently – on average – the item is refreshed or re-bought, and the likelihood of a repeat purchase (a special gift vs. toilet roll for example).

Behavioural Personas

Understanding your consumers based on their behavioural persona is often more valuable than targeting them based on demographics, such as age, gender or marital status. Behavioural personas are more meaningful as they show how, when and why people are likely to make a purchase, which makes it easier to target them with the right offer or message.

Customer journey stage, customer lifetime value, frequency of purchase, satisfaction, marketing engagement and price sensitivity are all good factors to look at when building behavioural personas.


Personalising in real-time is an essential element of intelligent personalisation – having technology that can understand, react to and optimise the customer journey as it is happening is vital.

Working in real-time, personalisation can show the right products, offer suggestions for additional items, making the journey more quick and efficient.

Dynamic Content

Dynamic content uses purchase history, preferences, demographics, browsing and buying behaviour, and customer lifecycle to work out the best messages to send each consumer. Different information is dynamically inserted in order to show the individual consumer the information, offer or products that are most suited to them.

Dynamic personalisation can even include the weather, pushing consumers towards summer items when it is hot, and to winter items when it is cooler.

Personal Sales Pitches

As well as choosing which product or service to sell to an individual consumer, intelligent personalisation can use information about them to sell it to them in the way they prefer. Netflix, for example, has begun to change the artwork that promotes each program/film so that it is more relevant to the individual’s preferences.

Be Subtle

Subtlety is key when it comes to intelligent personalisation. Your efforts should go totally unnoticed, as the consumers go about their interactions with you. The goal should be to add value to your service, and to make your consumer’s lives easier, which are incidentally the two factors that are most likely to increase your revenue.


Research Points to the End of Click-bait and the ‘Trump’ Effect

Stop Clickbait
Source: Stop Clickbait

A study by the World Media Group (WMG) – a conglomeration of some of the worlds biggest and best journalism brands, including Bloomberg, The Economist, Forbes, Fortune, The New York Times, Reuters and the Washington Post – has shown that the increasing demand for long-form, high quality editorial from a trusted source has had a positive effect on the ad campaigns that surround them.

Independently analysed by SaaS and Moat, the research shows that active page dwell time for WMG Display Desktop – i.e. the average amount of time the user was on the page with the window in-focus – has increased by 67% in a year, and the display desktop in-view time – the length of time that an ad is active and in-view – is up by 34%.

“Ironically, it seems that far from turning consumers away from us, the ‘Trump-factor’ has had a positive impact across the World Media Group in the past twelve months,”

says Rupert Turnbull, Vice President, EMEA & LatAm at Time Inc, a member of the WMG.

Turnbull goes on to explain that,

“The Moat analysis adds to the growing body of evidence that suggests consumers are not only actively searching for quality journalism on trusted sites, but also moving away from bite-sized, click-bait headlines and enjoying the long form content created by quality media brands. This is great news for advertisers who are benefiting from the halo effect of our readers’ greater attention levels when viewing our content.”


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Sebastian Paszek

Marketing manager

Controlling the chaos of the digital landscape, Sebastian is a multiplatform executive, project manager and photographer.