Month: February 2024

In the rapidly evolving digital landscape, email marketing remains a cornerstone of effective communication and customer engagement strategies. In this article, LION Digital’ CRM and Loyalty Director Luke Crocker will share his specialist knowledge to explain the intricacies of crafting successful email marketing campaigns and automation. Luke demonstrates how the team he leads at LION explores the various stages of email marketing, including awareness, consideration, acquisition, and retention, providing valuable insights for businesses looking to enhance their digital outreach.

The Journey Begins: Raising Brand Awareness

Luke emphasises the importance of a personalised customer journey, from initial brand discovery to their first purchase. The first step in this journey involves capturing potential customers’ attention through compelling website forms. These forms, whether pop-ups, embedded forms, or fly-out forms, offer incentives like discounts or gifts with purchases to encourage email signups. By capturing email, SMS and other crucial customer information, businesses can tailor their communications based on customer preferences right from the start.

Data Capture: The Foundation of Personalisation

A critical aspect of email marketing is the effective capture and utilisation of data. When working with LION Digital clients, Luke incorporates a multi-step form approach that balances the need for low-friction simplicity and detailed information gathering. Starting with basic customer contact details and progressively asking for specific preferences allows for a more personalised communication strategy without overwhelming potential customers.

Engaging the Interested: Moving to Consideration and Acquisition

Once a potential customer joins our LION Digital client’s mailing list, the focus shifts to nurturing that person through targeted email flows and campaigns. Luke outlines several strategies to guide customers through the consideration phase, including a personalised welcome series, browse abandonment flow, and dynamic content blocks based on their preferences. These automated sequences are designed to drive customer action through education and urgency, encouraging customers to make their first purchase.

The Power of Segmentation and Engagement Tracking

A key to effective email marketing is understanding and segmenting your audience, explains Luke. Using tools like Klaviyo, our LION Digital team can segment your business’s audience by initiating and collating email engagement, product interests, stated preferences, and purchase history. This allows for more targeted and relevant communication, increasing the likelihood of conversion and retention.

Retention: Keeping Customers Engaged Post-Purchase

Acquiring a customer is just the beginning. Luke highlights the importance of retention strategies, including the post-purchase flows, targeted cross-sell recommendations, and timely replenishment reminders for consumable products we action for our LION clients. These strategies ensure ongoing engagement, encourage repeat purchases and foster a loyal customer base.

Mastering Email Marketing For Your Business

Luke Crocker sheds light on the sophisticated yet accessible strategies that businesses can employ to maximise their email marketing efforts. From the initial data capture on a website to the nuanced engagement of long-term customers, the journey of email marketing is a testament to the power of personalised communication. Luke’s insights loosely outline our LION Digital roadmap to email marketing success, emphasising the importance of thoughtful engagement and showing considered appreciation at every stage of the customer journey.

This personalised approach to email marketing underscores the dynamic nature of digital marketing and the pivotal role of email communication in building lasting customer relationships. The team at LION Digital excels at customising tailored strategies to help our clients win more customers while successfully growing customer loyalty. If you’d like to learn more about making email and SMS marketing work harder for your business, reach out for a discovery call to discuss your business needs.

Article by

LUKE CROCKER –
CRM & Loyalty Director

Lexer has revolutionised the eCommerce customer journey with its Australian-grown customer data and experience platform supporting many of the world’s most iconic brands. Forged from a deep commitment to resolving customer problems, the Lexer offering aligns with LION Digital’s vision to enable businesses to enhance the customer journey central to their client’s goals.

Effortless Integration, Actionable Insights

Lexer’s CDP is known for its remarkably simple integration process, standing out by intuitively combining, cleansing, standardising, and enriching customer data into a single, actionable view. This streamlined approach not only simplifies data management but also enhances the ability of businesses to engage with their customers in a more personalised and effective manner.

AI-Powered Predictive Analytics

Lexer goes beyond mere data organisation by boosting customer IQ through AI-powered predictive analytics, third-party data enrichment, and targeted customer surveys. These advanced tools give businesses customer insights while simultaneously anticipating their needs and preferences, paving the way for personalised experiences that drive loyalty and sales. Additionally, their platform features Lexi, a generative AI assistant that provides role and goal-relevant insights across all areas of Lexer to help businesses know their customers and grow.

A Catalyst for Customer-Centric Transformation

The world’s great brands are typically built on exceptional customer experiences. Lexer’s platform is designed to transform disconnected data into actionable insights to help businesses overcome the challenges of becoming a customer-centric organisation. A deeper understanding and engagement with your eCommerce customers is vital for business success. Lexer’s comprehensive customer data platform empowers brands to transform customer interactions into meaningful relationships while showcasing tangible business growth.

Comprehensive Support for Every Team

Lexer’s platform is uniquely positioned to support every team within an organisation, making customer data available across all touchpoints. From marketing to retail, customer service to executive decision-making, and IT, Lexer ensures that every department can leverage enriched customer insights for informed engagement and strategic decisions. Compliance and customer data protection are key across so many access points as Lexer works to ensure data security.

Beyond a Vendor: A Partner in Growth

Lexer offers more than just a platform to help businesses overcome the challenge of becoming effectively customer-centric and data-driven. Its professional services act as an extension of your team, helping to fill strategic, analytical, capacity, and IT gaps. The flexibility and quality of Lexer’s services ensure meaningful scalability, supporting your business growth every step of the way.

Lexer’s platform integrates seamlessly with retail tech stacks, making data available across all customer touchpoints and allowing for informed customer insights and engagement. It includes solutions for marketing, clienteling (guiding retail sales associates), and service (combining all customer data and service channels into one streamlined inbox for personalised service).

Proven Impact Through Testimonials

Lexer’s transformative impact is best illustrated through the testimonials of satisfied clients:
Sam Hopgood, Digital Marketing Manager at Rip Curl: “The connection and input of data were vast. Lexer is relatively easy to onboard and connect—you don’t need to be a massive tech head to use it.”
Jeremy Hale, President of Mountain Khakis: “The CDP is solving multiple things for me at the same time. I’m going to know where my customers live, how they transact, what their interests are in my collection.”
Catherine Phuong, CRM Associate Manager at Pierre Fabre: “The platform is very insightful to explore data about our customers, and the follow-up with the Lexer team each week makes it easy to clearly highlight key priorities and recommendations.”

Embrace the Future with Lexer

As retail evolves towards more personalised and data-driven strategies, Lexer helps brands confidently navigate this experience. By choosing Lexer, businesses not only gain access to a powerful platform but also a partner committed to their growth and success in the ever-changing retail landscape.

Through our strategic partnership with Lexer, LION Digital offers a unique opportunity for clients to explore Lexer’s CDP. This collaboration enables a comprehensive review process, provided at no cost, in which LION Digital can demonstrate Lexer’s advanced data platforms using client data to identify tangible growth opportunities. Retailers get to see a live demo with their own data in Lexer’s CDP platform, and the clients who have jumped on board have been deeply impressed to see the insights on their existing customers. Through this partnership, clients are afforded a risk-free glimpse into the future of their business.

Get in Contact with LION Digital

At LION Digital, we only partner with organisations and services that help our clients amplify their offers by delivering highly strategic approaches to driving targeted traffic. We take pride in hand-selecting quality partnerships for our customers so your brand can go from strength to strength. Book a discovery call with us today to discuss your data & CDP requirements.

Leave the lacklustre results behind and go from ordinary to extraordinary today!

Article by

JENNIFER MCCARTHY –
DIGITAL CONTENT MANAGER

This year looks set to send Digital Ad spending into the stratosphere, with a remarkable USD $740 billion forecast for 2024, an increase of $61 billion from last year. A significant portion of this budget is expected to go towards search advertising, which remains the most lucrative segment in the digital advertising space. It’s anticipated that businesses will allocate over $300 billion to search ads, achieving a growth of 10% compared to the previous year.

According to forecasts by Statista, this year is set to break records with an expected increase of $27.4 billion in search ad investments to reach $306.7 billion and contribute 41% of the entire digital ad revenue. The United States is poised to lead the way with $132 billion of the search ad spend, accounting for almost 45% of the year’s total, while China will follow as the second-largest market with $61 billion in spending.

“Given Google’s dominance in the search market and the widespread adoption of its tooling ecosystem, customers will persist in using search engines for brand discovery and product research,” says Robert Munro, Paid Media Director at LION Digital. “Therefore, investing in paid search campaigns remains crucial for allocating media budgets.”

Technology is Set to Heavily Influence the Ever-Changing Digital Marketing Landscape

Despite the impact of social media, influencers, retail media, and advances in artificial intelligence, search ads still hold the crown as the top revenue driver in the digital advertising landscape. The evolution of AI and natural language processing has reshaped the market substantially, contributing to an almost doubled spend from the $167.5 billion investment in 2020 for search advertising.

Mobile advertising is enjoying plenty of growth, with a projected 65% of the overall ad spend at $172.3 billion, while desktop search ads comprise the remaining 35% at $134.4 billion. Video advertising is expected to generate $191 billion, accounting for 25% of the market’s total revenue, closely paralleled by banner ads.

Meanwhile, influencer advertising is set to contribute $35 billion, representing less than 5% of the total market revenue. As digital advertising continues to expand and adapt, the popularity of search ads remains strong.
If you’re interested in tapping into this remarkable growth and want our specialist eCommerce team at LION Digital to craft a tailored blended search strategy that propels your business forward in a challenging market, don’t hesitate to get in touch to schedule a discovery call today!

Reference: Digital advertising spend to hit $740bn in 2024, with search ads dominating