The Knowledge Engineers

15 mobile marketing facts you need to know about the impact of smartphones on retail

theknowledgeengineers — Thu, 23 May 2013 01:09:02 +0000

Is your marketing strategy informed by the latest mobile marketing insights? Do you know how your consumers are using their mobile device in your retail store? Do you know how you can enhance the experience to ensure your smartphone consumers buy more?

Mobile is changing consumer behaviour and marketing strategies so rapidly you need to keep up-to-date on the latest developments and research to ensure mobile marketing success. We want you to keep ahead, so read this article to get the latest research statistics and essential practical advice to keep you ahead in mobile marketing.

As smartphones continue to offer new opportunities and challenge traditional marketing, you need to learn now to make mobile marketing a key part of your strategy.

Here are some mobile marketing facts and key actions from the latest research* from Google Think Insights to start you off.

10 key mobile marketing facts you need to know:

1. 84% of mobile shoppers now use their smartphones to help with shopping in physical stores, to carry out research, make comparisons and purchase products online.

2. Over 70% of shoppers across a wide range of product categories (not just limited to high purchase value) are using their smartphone as a shopping tool.

3. Top 4 smartphone activities in-store:

Price comparison (53%)
Finding offers and promotions (39%)
Finding locations of other stores (36%)
Finding store opening hours (35%)

4. Shoppers who spend more time on their smartphone spend more money, with basket size of frequent mobile shoppers 25-50% higher.

5. 82% of smartphone shoppers use mobile search to help make purchase decisions.

6. 1 out of 3 consumers will use their smartphone to find information rather than ask an employee in-store.

7. 51% of consumers use their phone to save them time.

8. Price comparison is an important factor as 53% use their smartphone to compare prices.

9. 65% of shoppers prefer mobile sites to apps.

10. Consumers chose search as their #1 in-store resource

5 key mobile marketing actions to do now

1. Make mobile marketing a key part of your marketing strategy now.

2. Make sure that when a consumer uses mobile search to ask a question they find their answer easily and quickly via your mobile site.

3. Ensure your consumers can find your stores. Prominently display your store locations on your mobile site.

4. Make it easy for consumers to find promotional offers and product information on your mobile site.

5. Embrace mobile marketing in-store through smartphone access to product information, e-commerce products and easy-to-access store maps. QR codes can be a way of doing this.

If you want to increase your knowledge about mobile marketing further, we can offer your company face-to-face mobile marketing training to ensure you learn the key facts and take away essential practical information to put your knowledge into practice. We deliver mobile marketing training courses at an introductory or practitioner level.

*This research was compiled by Google Think Insights in conjunction with Google Shopper Marketing Agency Council and M/A/R/C Research. Check out the full research report to learn more.

Selling Strategy and Business Solutions Course

theknowledgeengineers — Wed, 22 May 2013 23:43:36 +0000

A selling strategy and business solutions course from The Knowledge Engineers will help you increase your client revenue opportunities. Attendees on the course will solidify their position as lead strategic partner for their clients.

Level: Leadership

Who is it for?
This course is for senior staff at agencies.

Learning outcome
This course will help you to understand how to develop new integrated revenue opportunities, avoid the pitfalls and develop a consultative approach that will increase integrated revenues and cement your agency’s position as a lead strategic partner for your client.

What will you learn?

The impact of digital on your clients’ business and how to use this to your advantage when selling new, integrated services
How to use business analysis to identify the right integrated services to meet the needs of your clients
How to identify strategic issues and additional objectives through consultative questioning skills
Active listening and how it can be the key to increasing digital spend
The skills required to take an accurate digital brief and relay that back to specialists
How to sell your digital ideas and move your client to action
How to use measurement tools and data to create a compelling argument for digital
Objection handling skills that overcome the barriers to selling innovative ideas
Closing skills that gain client commitment without being pushy
Ways to position yourself as a trusted advisor to your client and assist them to develop a digital strategy beyond communications
A clear process to develop the right integrated solution for your clients

Duration: 2 days

A selling strategy and business solutions training course from The Knowledge Engineers will help you increase your client revenue opportunities. Contact our digital marketing experts today to discuss your training needs.

The Knowledge Engineers are the experts in helping agencies to accelerate their knowledge of digital marketing

Philippa Brown, CEO, Omnicom Media Group,

Digital Advertising Courses

theknowledgeengineers — Tue, 29 Jan 2013 01:47:25 +0000

Digital advertising training courses from The Knowledge Engineers will help you increase digital knowledge and skills. We offer a selection of targeted digital measurement courses at different levels.

Digital Display Advertising – Acceleration course
A digital advertising course for those who need to know the fundamentals of digital display advertising. This digital advertising course will ensure you understand the basic principles of online display advertising and how to optimise campaigns to get creative cut through and deliver effective integrated marketing campaigns.

Introduction to Digital Ad Sales – Acceleration course
A digital advertising course for those who need to transfer their knowledge from the offline world to digital to drive sales goals. This digital advertising course will ensure you can pitch online solutions to your client with confidence.

Digital Ad Sales – Practitioner course
A digital advertising course for those who need to develop further knowledge of digital sales to become fluent and understand best practice. This digital advertising course will ensure you can pitch online solutions to your client with confidence.

Digital Video Advertising – Practitioner course
A digital advertising course for those who need to create digital marketing campaigns using digital video and action best practice. This digital advertising course will develop your knowledge of digital video to understand it’s importance within the digital marketing mix.

Browse more digital training courses

Acceleration courses
Practitioner courses
Client master classes

A digital advertising training course from The Knowledge Engineers will help you increase digital knowledge and skills. Contact our digital marketing experts today to discuss your training needs.

Digital Measurement Training

theknowledgeengineers — Wed, 23 Jan 2013 00:38:52 +0000

Digital measurement training courses from The Knowledge Engineers will help you increase digital knowledge and skills. We offer a selection of targeted digital measurement courses at different levels.

Measurement & Optimisation – Acceleration course
An introduction course for those who need to start to understand digital metrics, analytics and how to optimise digital marketing. This digital measurement course will show you how to collect, manage and make sense of data to make informed decisions to drive both marketing and business objectives.

Data & Real Time Optimisation – Practitioner course
A practitioner course for those who need a deeper understanding of digital metrics, real-time data and analytics to deliver analysis to best practice standards. This digital measurement course will ensure you are confident to create a marketing measurement strategy, examine key executional challenges and collect, analyse and optimise data.

Marketing Measurement and Evaluation in a Digital World – Client master class
A client master class for Marketing Mangers, Market Researchers and above. This digital measurement course will ensure you get the best value from your digital investment through consistently maximising ROI.

Browse more digital training courses

Acceleration courses
Practitioner courses
Client master classes

Digital measurement training courses from The Knowledge Engineers will help you increase digital knowledge and skills. Contact our digital marketing experts today to discuss your training needs.

Social Media Training Courses

theknowledgeengineers — Thu, 17 Jan 2013 01:59:05 +0000

A social media training course from The Knowledge Engineers will help you increase digital knowledge and skills. We offer a selection of targeted social media courses at a practitioner level and also a client master class on strategy and best practice.

Social Media Training Courses

Facebook Training – Practitioner course

A social media training course for those who need to create digital marketing campaigns using Facebook. This social media course will ensure you gain a practical knowledge to successfully construct marketing campaigns centered on the Facebook network.

Twitter Training - Practitioner course

A social media training course for those who need to create digital marketing campaigns using Twitter and action best practice. This social media course will ensure you gain a practical knowledge of Twitter and its ability to serve as both an effective marketing tool and customer service channel.

Pinterest Marketing - Practitioner course

A social media training course for those who need to create digital marketing campaigns using Pinterest and action best practice. This social media course will ensure you gain a practical knowledge of Pinterest and how the upstart network has become a force in eCommerce and website traffic referral.

Social Media Community Management - Practitioner course

A social media training course for those who need a deeper understanding of how to manage online communities to best practice standards. This social media course will ensure you can develop and manage successful online communities.

Social Media Strategy and Best Practice for Managers - Client master class

A social media community management course for marketers in need of an introduction to the fundamentals of social media. This course will help you discover how to create a social strategy and go beyond social media to social business.

Browse more digital training courses

Acceleration courses
Practitioner courses
Client master classes

A social media training course from The Knowledge Engineers will help you increase digital knowledge and skills. Contact our digital experts today to discuss your training needs.

……………………………………………………………………………………………………………………………………………

The Digital Ad Sales course was very useful and informative, as well as being engaging. This course was crucial for doing my job well.

Business Manager, Conde Nast UK,

Teamwork and Obamath: How a team approach and data modelling helped keep the President in the White House

Charlie Cannell, Managing Director, EMEA — Tue, 13 Nov 2012 18:35:19 +0000

So, the people of America have voted. They have a President and a President- Elect. It is over. Well, for about two years.

(For what it’s worth, I reckon the Republicans need someone with fonz levels of cool, Clinton-oratory verbal skills, and the brain of a Nobel prize winning economist in order to beat Hillary – maybe – in 2016. I suspect that this person is currently being groomed somewhere in a college in Ohio, but for now I want to focus on what has just happened and not what lies ahead.)

Specifically, I want to think about what we can learn, if anything, from the most expensive democratic contest ever. And my focus lies in the two words of the title of this blog post: “Teamwork” and “Obamath”.

Teamwork
Much has been made of the role of the various media used by each team: a classic mix of TV, Radio, Press and Live Events driving and trying to own the news cycle. Obama employed a greater use of attack ads this time around – something he had vowed never to do – whilst Romney used some rather old-school media-buying tactics, such as not booking in advance (thus spending a lot more money for far less reach and impact).

On the digital side of the campaigns, the two sides had varying approaches too. Obama had an in-house team of specialists, constantly working to optimize the message through all digital channels. Romney – for a variety of reasons – ended up with a selection of outsourced teams working for him. The ownership of the brief was, therefore, very different indeed. Of course, all people across both teams were working and getting paid for their efforts, yet the Obama camp were doing it for their boss. The Romney team was doing it for a client. We all know that this is a small difference in how a pay check arrives, and how someone is accountable for their work, yet I believe that this will be a significant factor in the internal analysis of both parties. An in-house team with deep knowledge of its tools allows the fullest integration of media use in both proactive and reactive messaging. Of course, an outsourced team could well do this too, yet the integration across internal and third party teams, managing different media touch points is far more likely to present operational problems and not perform as well as a fully integrated in house approach.

With the luxury of a few days of space to look back and analyse the figures, it seems that the two candidates gained a very similar number of votes. Of course, Obama won them where they counted most, thus swinging the electoral college and winning access to The White House. President Romney could well have gone live with his infamous transition site had he won only 300,000 or so votes in specific swing states. That’s less than 0.3% of the vote and something that shows how by being more organized and having a stronger team, may well have won it for Obama. No wonder he got emotional when addressing the team.

The conclusion? Giving either in-house or external teams the most appropriate skills, tools and process will pay dividends, especially as campaign activity continues to become more digitally integrated, socially driven and focused around conversation and not just control of the news cycle.

Obamath
Another big winner from this election was Nate Silver with his maths-based polling predictions. Not only did he call the winner (he was not alone in this, of course), but he did it with weeks to go. He was confident of his model much to the derision of Republican supporters (Silver is a Democrat, just so you are clear) who were claiming right up until the last minute that the vote would go their way (based on the “evidence” of large crowds attending the final rallies). He discussed it in his blog posts.

Of course, this brings up a number of issues to do with spin, perception and the power of simply telling people that something is happening in order to try and make them believe it. A tactic that will be used again and again.

Silver pulled right back from all of that emotional stuff and simply looked at the numbers. Taking his sabermetrics model (honed in Baseball predictions) he applied it to the myriad of polls running across the USA and made a relatively simple model that tracked the detail of all surveys from June through to November. This showed that Romney had never really had much in the way of momentum and that Obama was ahead in Ohio – the key to winning the presidential race. Essentially this was a win for data and the commitment to a consistent analytical approach, flying in the face of highly emotional opinion. However, can we take anything away from this for brands and business? I think so. As marketing activity continues to have less of a traditional beginning, middle and end, the need for listening to the conversation increases. That said, getting bogged down by the detail of the conversation – whilst important – might also distract from the main question: are we going to hit our target?

So, this is a rally cry for both the attention to detail – the Obama team approach to conversation flow and influence – as well as keeping focused on a single objective – using a data model that you can completely trust. Both require getting integrated objectives agreed ahead of launch, whilst making sure that a full range of digital and non-digital skills, tools and processes are in place. Is your team following the Obama route or looking more like Romney? Maybe now is the time for some change. #Forward.

Social Media Strategy and Best Practice for Managers Course

theknowledgeengineers — Tue, 13 Nov 2012 03:04:36 +0000

A social media strategy course from The Knowledge Engineers will help you increase your digital knowledge and skills. Attendees on this course will learn how to create a social media strategy and go beyond social media to social business.

Level: Client master class

Who is it for?
Those in need of an introduction to the fundamentals of social media.

Learning outcome
Discover how to create a social strategy and go beyond social media to social business.

What will you learn?

Social media strategy
What impact does social media have on consumers
The characteristics of a successful social media strategy
How to understand the social profile of a brand
Monitoring and tracking your social media activity
How to get consumers involved and maximise participation in communities
How to influence the influencers
Social customer service
Social R&D
Social commerce
Social CRM

Duration: 1 day

Acceleration courses
Practitioner courses
Client master classes

A social media strategy course from The Knowledge Engineers will help you increase digital knowledge and skills. Contact our digital marketing experts today to discuss your training needs.

Working with Agencies and Partners Course

theknowledgeengineers — Tue, 13 Nov 2012 02:57:13 +0000

A working with agencies course from The Knowledge Engineers will help you increase your digital knowledge and skills. Attendees on this course will gain an understanding of how to successfully manage their relationships with external agencies.

Level: Client master class

Who is it for?
Marketers who work closely with agencies and partners to plan and action their integrated campaigns.

Learning outcome
Understand how to successfully manage your relationship with external agencies to ensure that they provide value for money and offer the strategic rigour and business solutions you truly require.

What will you learn?

How to select the right agencies for the task in hand
How to write briefs to get results you want from your agencies
How to monitor and reward performance to ensure gain the most value for your money
Evaluating strategic responses and creative work from agency partners
How to ensure that your agency keeps delivering both fresh ideas and innovative solutions
How to manage agencies who outsource to specialist providers
How to effectively set reviews with your agencies
How to manage an effective business pitch process

Duration: 1 day

Acceleration courses
Practitioner courses
Client master classes

A working with agencies course from The Knowledge Engineers will help you increase digital knowledge and skills. Contact our digital experts today to discuss your training needs.

Campaign Strategy, Planning and Management in a Digital World Course

theknowledgeengineers — Tue, 13 Nov 2012 02:50:55 +0000

A digital strategy course from The Knowledge Engineers will help you increase your digital knowledge and skills. Attendees on this course will gain an understanding of how to integrate digital in to the overall marketing strategy.

Level: Client master class

Who is it for?
Marketing Managers and above.

Learning outcome
Understand how to integrate digital in to the overall marketing strategy to ensure marketing success.

What will you learn?

Understand how digital impacts Product, Price, Placement and Promotion
Examine strategic planning models and communication techniques
How to develop effective integrated campaign strategy and planning
Setting the right objectives for a digital strategy
Accessing and analysing consumer insight and competitor intelligence
Using consumer data to curate the right message to the audience
Using digital solutions to bolster your value propositions to the consumer
Measuring campaign performance in real-time

Duration: 1 day

Acceleration courses
Practitioner courses
Client master classes

A digital strategy course from The Knowledge Engineers will help you increase digital knowledge and skills. Contact our digital experts today to discuss your training needs.

SEO Training Courses

theknowledgeengineers — Mon, 05 Nov 2012 20:51:26 +0000

An SEO training course from The Knowledge Engineers will help you increase digital knowledge and skills. We offer two SEO training courses – an introduction SEO course and a more advanced practitioner SEO course for both levels of marketers.

SEO Training Courses

Search Marketing - An acceleration course

This is an introductory SEO training course for those who need to learn the key elements of search marketing to integrate SEO in to marketing activity and work effectively with search specialists.

This SEO course will ensure you discover how search works, its place in digital strategy, key executional best practice and how search optimisation can be utilised to drive ROI and profit.

Search Engine Optimisation (SEO) – A practitioner course

This is a practitioner SEO training course for those who need to develop their SEO skills with practical knowledge to manage or run SEO programs.

This SEO course will ensure you take away the practical essentials of search engine optimisation (SEO) and useful checklists to ensure you implement organic search to best practice standards.

Browse more digital training courses

Acceleration courses
Practitioner courses
Client master classes

An SEO training course from The Knowledge Engineers will help you increase digital knowledge and skills. Contact our digital marketing experts today to discuss your training needs.

……………………………………………………………………………………………………………………………………………

The Digital Ad Sales course was very useful and informative, as well as being engaging. This course was crucial for doing my job well.

Business Manager, Conde Nast UK,