Alex Taylor

Director of Marketing Communications

Rise Roundup: Around the Web in November

In the fast-paced world of digital marketing, Rise knows the importance of being on top of the latest industry news and trends. Each month, we share a few articles from around the web that our team has found valuable. This month’s roundup includes the importance of data, who people are really shopping for this holiday season, why website speed is important, and more.

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1. Consumers are spending on themselves this holiday season. Deloitte’s 30th annual survey of holiday consumer spending trends revealed surprising information: during the upcoming holiday shopping season, consumers foresee spending more on themselves than on gifts for friends or family members. Half of buyers say they plan to shop for themselves when shopping for others, an increase of seven percentage points since 2014. Competitive holiday pricing, plus perks like free shipping, are incentivizing buyers to capitalize on deals for themselves. "A major category shift is underway," said Rod Sides, vice chairman at Deloitte. "Shoppers have much more than gifts in their line of sight."

2. Consumers don’t actually hate ads. A recent survey revealed that people don’t actually loathe advertising, but do have strong preferences about how they want brands to connect with them. Marketing research firm MarketingSherpa asked consumers how they wanted to receive information from brands and retailers; only 8% said they didn’t want to receive any promotional information at all. Adweek shared this infographic with a full breakdown of consumer marketing preferences.

3. Data-driven marketing is on the rise. Marketers not only plan to spend more on data-driven marketing in 2016, they also project they’ll generate more revenue from it, according to a recent survey from the Direct Marketing Association. Nearly two-thirds of U.S. marketing professionals surveyed said their data-driven marketing efforts focused on customer acquisition and retention.

4. Website performance is crucial to the customer experience. Slow-loading websites will harm your brand’s ability to make sales and damage your image with consumers, according to Limelight Network's second annual State of the User Experience survey, shared by MediaPost. Speed is an expectation: only half of consumers will wait more than five seconds for a site to load. And while some buyers have more patience for loading times on phones, nearly 40% say they expect a site to load equally fast on a mobile, laptop, or desktop.

5. Avoid the spam folder with these quick tips. Did you know that more than half of all email sent is spam? This Marketing Profs article breaks down how you can ethically avoid the spam folder in your email marketing campaigns, and covers everything from the laws concerning spamming to why you must avoid spammy-sounding copy (all caps, lots of exclamation points and dollar signs, promising a money-back guarantee), so that your message doesn’t trigger spam filters. Perhaps the best advice here: make sure the people on your email list actually want to receive email from you.

 

This roundup originally appeared in November’s issue of Burst emagazine.

12/01/2015 at 12:00

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