MTA Week Watch: Shutterstock Announces Shutterstock Reveal, SEO is always on a Marketer’s Mind, the need for Multi-touch Attribution

 

• In celebration of National Small Business Week (April 29 – May 5, 2018), Constant Contact, an email marketing solutions provider for small businesses announced the results of a new national survey of small business owners, focused on how they approach and prioritize operations, marketing, strategic planning and more. Pamela Slim, an award-winning author, speaker and small business coach commented, "The survey found that almost all small business owners (95%) do some form of marketing for themselves, but that most are self-taught and don’t consider themselves very marketing savvy. Consistent, effective marketing is critical to success and many small business owners need guidance and help to achieve their goals, so it is important to select vendors and marketing tools carefully. It’s not just about technology. If you don’t have in-house support, identifying and partnering with the right vendor who can be a true partner and provide the marketing tools you need and ongoing education, training and support to help your business succeed is critical.â€?

• In light of Marketo acquiring Bizible, Nancy Lim Rothman, Director of Marketing at CallRail shared, “Marketo is emphasizing the need for CRM and sales/marketing tools to include more analytics data. The need for multi-touch attribution and an understanding of which marketing channels are contributing to ROI is now more important than ever, and Marketo’s acquisition of Bizible reflects that. For so long, these tools have focused on sales efficiency. This acquisition is shedding light on the amount of efficiency that could be found in analytics and attribution data. It’s essential for marketers’ businesses to understand what is truly driving leads and which customer touchpoints need the most attention. Focusing on attribution and analytics is the only concrete way to figure out how marketers can improve their campaigns moving forward.â€?

• Reflektion’s CMO, Kurt Heinemann took a minute to share his thoughts on the real benefit for retailers who personalize online interactions with shoppers, commenting, “All retailers should strive to create a positive lasting brand impression for their shoppers. Fortunately, with online shopping, every time a shopper goes to a retailer’s website they are sharing their shopping interests and intent that retailers can leverage to make their shopping experience more engaging and relevant. If retailers fail to listen to that individual shopping behavior, they are missing out on the opportunity to connect with and deliver a personalized experience for shoppers. In fact, TOMS reached out to Reflektion looking to expand their social mission with a solution to grow and foster customer relationships online. While previously, TOMS was segmenting customers into groups, with Reflektion’s AI-powered personalization platform, TOMS was able to make sense of each shopper and take an individualized ecommerce approach modeled after an empathetic sales associate to capture interests and intent of each visitor. This included taking note of things like which products a customer viewed during the shopping experience, the types of searches they conducted, and what was being added to the cart. As a result, TOMS experienced a 3 percent increase in conversion rate and 6 percent increase in average order value. It’s critical for retailers to take the extra step in getting to know what the customer wants, and ecommerce personalization solutions can help.â€?