May Ho | My Experience as a Digital Marketing Student

What is the ‘right’ amount of content when marketing to consumers through email?

With permission-based email marketing, businesses can communicate to a wide target audience (MailChimp, 2016) and influence the consumer behaviours through online shopping (Reimers, Chao & Gorman, 2015). As one of the biggest return-on-investments, email marketing (if done well) has been proven to create customer relationships and overall online sales (eConsultancy, 2016). There are many attributes…

How important is ‘design’ on a mobile-website, and does it contribute to m-commerce sales?

As mentioned in my previous blog post, having a mobile-website is one of the latest trends among businesses these days. In fact, it is more than a ‘trend’, it is a necessity as mobile-websites provide another platform for customers to shop from (Sender, 2014). There are a few ways in incorporating mobile usability for consumers…

My ‘Top 5 Tips’ in Developing an Effective Mobile Website: A Focus in the Retail Industry

There’s no doubt that ‘mobile’ has become deeply ingrained into our every-day lives. Mobile phones are taken everywhere in both internal and external environments, such as during shopping trips, and is one of the most popular methods of communication. This strong attachment between mobile and user has played an important role in the evolution of…

Should companies be personalising their email marketing?

‘Individualisation’ is used as an interactive feature within marketing communications, and allows messages to be tailored to each individual customer (Chaffey et al., 2009). This can achieved through ‘personalising channels, for examples through email communications, tailoring specific webpages and even personalising call-to-actions (Wert, 2004). Rather than sending one message to a broad market, messages can…

The Power of SEO: In-house or Outsource?

In my opinion, Search Engine Optimisation (SEO) is one of the most forgotten and under-utilised marketing tools used towards creating brand awareness and increasing the number of sales (Lee and Seda, 2009). With 93% of internet traffic managed by search engines and 62% of users only clicking on the first search engine results page (SERP),…

How Smaller Companies Can Benefit from Co-creation

A relatively new concept of marketing is the notion of co-creation. This involves companies continuously interacting with consumers to gain new insights, which then influences the internal decisions a company makes (Prahalad and Ramaswamy, 2004). This consumer-company relationship leads to stronger values by including their opinions within the early stages of the innovation process (Witell,…

A Consumer Analysis on Email Marketing (Real Examples)

The rapid evolution of email marketing means that organisations are able to create focused and targeted emails to their customers. Email has become an effective method of communication in which companies can share information, including promotional messages such as discounts and vouchers (Ellis-Chadwick and Doherty, 2012). As a frequent online browser, it’s no surprise that…