Baking in “Intelligence” to Drive-to-Web Campaigns

The modern “drive to web” campaign is much more than simply pushing consumers to a linked landing page. It’s leveraging technology and marketing software which is ever-evolving, and understanding how to create dynamic and personalized campaigns that produce web results. A Shift in Focus An advantage that an advanced agency such as Hawthorne holds is the ability to look not only at analytics, but also to consider the overall user experience and engagement. This is

Retail Customer Journeys Have Absolutely Changed

Sometimes I wonder if I wrote a hundred more posts about changing buying behavior, with hundreds of additional data sources, if prospects will begin listening. They just don’t seem to be listening, though. When we hear we’re different and then do some research we always find the same thing. Consumer buying behavior is changing. The change was slow at first, but now it’s accelerating. Fifteen years ago, out of 10 visitors – 1 or 2

The Playbook for B2B Online Marketing

This is a fantastic infographic on the strategies deployed by just about every successful business-to-business online strategy. As we work with our customers, this is fairly close to the overall look and feel of our engagements. Simply doing B2B online marketing is not going to maximize success and your website isn’t going to just magically generate new business because it’s there and it looks good. You need the right strategies to attract visitors and convert

Optimized Marketing: Why You Should Align Brand Segmentation to Activation & Reporting

With high volumes of data created across multiple marketing channels, brands are challenged to organize and active the right data assets to maximize cross-channel performance. To better understand your target audience, drive more sales, and reduce marketing waste, you need to align your brand segmentation with digital activation and reporting. You must align the why they purchase with the who that buys (audience segmentation) to the what (experience) and how (digital activation) so that all

Source Metrics: Track In-Store Purchases from Facebook

The Source Metrics in-store ad tracker provides retailers with analytics that are a direct result of their Facebook Ad platform. Total in-store conversions, sales by individual stores, total number of all in-store conversions, time of day of all in-store conversions and total revenue of re-deemed items are available. While studies show that Facebook ads are getting more clicks year after year, the impact these adds have on the bottom line is still somewhat of a

What Influences a Purchase Decision?

The science behind when people make a purchase decision is quite amazing. BigCommerce is a very popular Software as a Service (SaaS) ecommerce and shopping cart platform. BigCommerce gives you a plethora of securely hosted e-commerce tools, including website, domain name, secure shopping cart, product catalog, payment gateway, CRM, email accounts, marketing tools, reporting and mobile-optimized store. They recently developed an infographic providing details on what influences a purchase decision. We cover the top 10