Global Digital Marketing & Retail by Alex 54
Global Digital Marketing & Retail by Alex 54
Inspiration from across the world for retail enthusiasts, e-commerce professionals, marketing lovers and technology fans. Welcome back! I summarized some great links again, I stumbled upon this week.
🇵🇱 Poland, must watch: hilarious hotel advertisement
Dzień dobry! Poland, I used to go to Poland for work one or two times per year and always had good contact with the collegues there, I have seen Poland change, digitize and grow and today Poland’s GDP is slowly surpassing other countries in Europe.
I stumbled upon this hilarious Polish hotel advertisment. Take a look: A bored employee taking you on a tour of the hotel, combined with stereotypes, a famous Polish boxing star and lots of self irony 🤣:
The "short guide to the hotel" looks like it was filmed by amateurs, but that was intentional, and the result has amused millions of viewers. In just three days after its release, the short video has been viewed over 2.5 million times.
🛄Case Study: Customer Journey Map With Operating Principles
Great case study on a customer journey map with operating principles integrated. I share this article, as I can relate this to daily business where I worked at. I directly see the value of it especially in B2B. This article is about collaboration between all departments involved and in defining operational principles beforehand to create a more structured and consistent approach, especially in areas like signing up customers, managing service renewals, handling special requests, and expansions. These principles aim to ensure that everyone—from sales to customer success managers to engineering—follows the same guidelines, reducing the chances of misunderstandings or inefficiencies. So I think especially for B2B this is a useful way of thinking and despite the fact that it might limit the flexibility of sales a little bit, it results in better customer retention and happiness. Link below:
📖Book: Stop listening to the customer
I am browsing through this 2019 book, that handles the topic : do not listen to your customer too much, also develop your brand. I share a few screenshots. To me most of the book makes sense although I do not agree with all, but it’s always good to view multiplse sides of a topic to get a fresh perspective.
The author explains that instead of focusing solely on what the most active customers are doing or saying, companies should also prioritize defining and strengthening their brand identity. The core idea is that while customer data is valuable, it should not overshadow the brand's vision and purpose. I think it should be a mix, and it also depends on the brand involved and the maturity of the company involved. Having said that, I think the screenshots below can be useful in terms of strategy, so I share them here below, it empahises that most companies look at owned data of the most active customers and that that does not give a good view. I agree with that.
Details: https://www.amazon.com/Stop-Listening-Your-Customer-Ferrier/dp/0730370577
👩🔬B2B CRO: Same same but different
B2B CRO, it’s the same as B2C, but also a little different. This framework is useful when you are active in B2B and creating ad landing pages - you need to lay out these answers quickly on ONE page but you should provide clickthroughs to these (see infographic) other essential pages. Besides that remind yourself of:
B2B visitors are looking for answers.
Content should be skimmable to read
It made me think of this B2B case study by Greg Isenberg, long story short:
Agency website, website conversion rate was stuck at a measly 1.5%
What if we're thinking about our buttons all wrong?
They changed the button to “Request Brainstorm”
Conversion rate jumped to 4.2% overnight!
🪝Meta Ad hook template/checklist
On advertising, I believe in “hooks” and using templates or frameworks that have been proven right. Most of them makes sense and are logical. This overview I share to remind myself (and you, readers), to pick from these proven frameworks when you are developing Meta ads.
🇪🇺 No words needed except: sad, but true
🇬🇧 Speed matters: test results financial times
At a company I previously worked for, we focused a lot at making the website’s speed outperform that of our competitors. I am sure it worked, although we did not analyse as in depth as the financial time did, we did see organic increase. I share this here below because speed matter and should be part of your website/webshop strategy, it was back then, it is now. Says not only me, Google as well. The August 2024 update mentions site speed. Especially focus at First Contentful Paint (FCP).
The delay was achieved by inserting a blocking CSS call within each HTML page. The CSS referenced a file that was configured to (artificially) respond in one, two and three seconds, depending on the test variant.
It’s clear from our test that the speed of our website affects both of these revenue streams, over the short term, to the tune of hundreds of thousands of pounds, and in the long-term millions.
Details:
https://medium.com/ft-product-technology/a-faster-ft-com-10e7c077dc1c
https://neilmatthews.com/first-contentful-paint-2/
Greetings
Alex Baar