How Ocado Markets to a Segment of One
According to Digital Marketing Magazine* a study by Teradata showed that 90% of marketers want to embrace one-to-one personalisation. In this opinion piece we take a look at how Ocado embed one to one personalisation into a typical customer journey. We followed the Ocado customer journey over a 13 week period from initial registration on their website, through placing an order and to ongoing customer engagement. Their customer engagement process is illustrated with examples of Ocado's search marketing, web content, social media sharing and email.
We've analysed Ocado’s customer journey using the Smart Insights’ RACE Digital Marketing Planning Framework**
- Reach - reaching customers through inbound or outbound marketing activities
- Act - the actions that visitors take when they arrive at a website
- Convert - turning a visitor into a contact or customer
- Engage - creating an ongoing conversation over the lifecyle of the customer
Today’s marketing automation technology allows companies of any size to manage one to one personalised marketing campaigns. No matter what size of organisation you are, you can learn from the methods used by the big brands. Customer journeys are enabled by websites that are able to collect data and turn that data into a personalised journey using marketing automation tools such as Commsbox............read more
*Digital Marketing Magazine (2015) 90 Percent of Marketers Say Individualised Marketing is the Future,
**Smart Insights (2015) Introducing Race: A Practical Framework To Improve Your Digital Marketing,
An integrated marketing platform eases data flows and facilitates new ways of looking at, analyising and acting on critical business information.
Peter Wilson discusses Responsive Web Design on Star Radio's Marketing Review programme and why it's a necessary requirement for effective marketing automation.
Customer Lifetime Value (CLV) predicts the nett profit attributable to each contact. See how Marketing automation can increase CLV through planned campaigns.
Extract from the Keynote talk by Caroline Wright on the Top 5 Digital Marketing Trends for 2015 at the Smart Digital Marketing for Growth Seminar October 2015
A replay of the Commsbox and Brainstorm Digital webinar onthe 5 key Stages to convertemail subscribers into customers. Watch the webinar
A robust lead scoring strategy can improve your sales process, delivering marketing qualified leads to your sales team
Buyers are changing their behaviour, are you? Free half day seminar Grow your Business with Smart Digital Marketing, 15th October, Welwyn Garden City
Upgrade a tired, old fashioned, dated web site into a fully responsive, refreshed design... in a day? Challenge accepted!
A web site should be a key element of any digital marketing strategy. Understand how the right technology can support your marketing activities.
Commsbox will be speaking with digital marketers about marketing automation at the CIM 9th Cambridge Digital Marketing Conference at Duxford, 9th July
How to develop a strategy to grow sales and profits. A look at Prof. Malcom McDonald's talk from the CIM Small Business Marketing Conference - 22nd May 2015.
Marketing automation is any software package or web development that allows an organisation to automate some or all of its online communications.
The Chartered Institute of Marketing announce speakers for their East of England Small Business Marketing Conference 22nd May. Commsbox are exhibiting at event.
In our series on marketing automation for small businesses we report on recent research by Software Advice which showing trends digital marketing trends in SMEs
In preparation for the CIM Small Business Marketing Conference on 22nd May, Commbox presents marketing personas for SMEs using marketing automation.
From 21st April, Google has expanded it's use of mobile friendliness as a ranking signal. Commsbox looks at how you can see if you are affected.
Commsbox is at the Chartered Institute of Marketing Small Business Marketing Conference, 22nd May, University of Hertfordshire.
A well planned and executed inbound digital marketing strategy will help you engage your target audience. Here we take a look at how to get there!
CommsBox Version 8 introduces enriched customer journey tracking, CMS support for responsive sites, enhanced email marketing tools and much more.