A major slice of the new Canadian Anti-Spam Legislation (CASL) goes into effect on July 1 introducing strict opt-in requirements for marketers targeting Canadian customers. Over the last few years, many governments have been reviewing their data privacy legislation, especially when it comes to commercial marketing, including all the European countries which already have opt-in consent for commercial marketing. Canada is the latest to roll out opt-in regulations with steep penalties for violations. The regulations include how, when and to whom companies can communicate using email, text messages and other forms of commercial electronic messages.
In the last few weeks we’ve received many questions from marketers seeking to understand what impact the new Canadian Anti-Spam Legislation has on remarketing. This is our interpretation, but of course you should seek your own legal advice.
The new regulation has been circulating in draft form for some time, and it has not changed substantially now the law has been passed. In essence it requires consent in order to send commercial marketing messages, including marketing emails, and applies to both B-to-C and B-to-B. Our interpretation is that remarketing emails fall into the category of ‘marketing emails,’ therefore needing user consent.
‘Express and Implied Consent’
Like many other countries’ data privacy legislation, Canada has defined two types of consent: express and implied consent. Express consent is pretty straight forward – this is an explicit indication of consent to send marketing messages. Typically this is where users have opted-in via a registration or newsletter sign-up or similar. For email remarketing this is simple – you can remarket to your subscribers. However, the Canadian Anti-Spam Legislation has a specific carve out that applies for remarketing where consent can be implied.
Implied consent is different from express consent because this is where the legislation deems it reasonable to assume that the user has given their consent based upon their actions. (…)
Smartphone traffic on ecommerce sites has been skyrocketing for months, but conversions have lagged a long way behind tablets. The problems are obvious: fat fingers and small screens don’t mix well, whereas on tablets there it’s a lot more screen real estate. You can see this in the chart below, which compares the shopping cart conversion rate of different devices. The bigger the screen, the higher the conversion rate.
Ecommerce teams have become accustomed to tablets driving more sales than phones, despite significantly higher traffic from phones.
But in 2014 a new picture is quickly emerging because ecommerce sales on smartphones have been growing four times faster than those on tablets (up by 181% for phones in the 12 months to April 14, compared with a more leisurely 36% for tablets) according to new data from the SeeWhy Conversion Academy. In fact, we predict that more conversions will happen in Q3 on smartphones than on tablets for the first time if current growth rates are maintained.
You can see this trend in the chart on the right, which shows the share of mobile conversions by device type (mobile in this case is tablet + phone). Notice how fast phone conversions are growing as a proportion of the total mobile conversions (phone + tablet).
One year ago, phones made up only 22% of of mobile sales, but sales have almost doubled to 43% by April 2014.
There are three factors behind this rapid growth:
1. Smart phones outnumber tablets 4.3x
At the end of 2013 there were approximately 1.3 billion smartphones in the world, compared with only 300 million tablets. It’s likely that the number of smartphones will surpass the number of PCs this year as well.
Google isforecasting more than 1 billion Android devices alone in the world by the end of 2014. (…)
You probably caught today’s news that SAP has announced the intention to acquire SeeWhy, subject to closing and regulatory conditions. In this blog I’ll net out why we decided to align with SAP, and what it means for our customers and partners.
SeeWhy was founded on pioneering principles of continuous calculations that enable real time 1-to-1 marketing. Last year, the Company was awarded a patent covering our CORE™ in memory calculation engine, which we use to continually process in the region of 20 billion events per day as visitors interact on more than 4,000 ecommerce sites around the world.
Click-by-click, as data streams in, the SeeWhy CORE technology analyzes everything from a first visit to a purchase in real time to trigger the next best action for that unique customer at that moment in time. CORE enables SeeWhy to analyze data very differently from traditional architectures: There’s no data warehouse. There are no batches of data. There are no segments. 1-to-1 marketing campaigns are driven by the behavior of individual visitors, and the real time context of what the shopper is doing, right now. True 1-to-1 marketing at scale. In practice, this means that SeeWhy is always in step with a customer’s path to purchase and driving the highest ROI in ecommerce (on average lifting ecommerce revenues by more than 5% representing $10’s of millions of incremental revenue for larger brands).
In recent months, our technology has become strategically important to marketers as the explosion of data sources meets a desire to move away from bulk campaigns that risk annoying customers with irrelevant noise. They are seeking out easily integrated and automated technologies that leverage ‘signals of intent’ and personalize at a 1-to-1 level at scale, capturing the moment when the customer is ready to buy and serving up engaging and contextually relevant content. (…)
With Addition of SeeWhy, SAP Raises the Bar in Commerce and Customer Engagement
WALLDORF, Germany— May 20, 2014 —SAP AG (NYSE: SAP) today announced plans to acquire SeeWhy, the market-leading provider of cloud-based behavioral target marketing solutions to help businesses increase customer engagement and drive revenues. The addition of SeeWhy complements the commerce platform of hybris, an SAP company, with 1-to-1 personalized marketing based on real-time customer behavior that converts customer interactions into sales. The addition of SeeWhy will enhance the real-time customer engagement and commerce platform from hybris and across multiple SAP products by optimizing the customer experience and increases sales across an ever-growing number of delivery channels and touch points.
The growth of online and omni-channel commerce requires businesses across industries to transition to automated personalized marketing and experiences. Businesses are focusing on solutions that convert more traffic into purchases, and nurture customers across channels and devices, while marketers are shifting from one-size-fits-all marketing.
SeeWhy’s behavioral marketingsolutions trigger real-time 1-to-1 marketing campaigns using email, advertising across desktop, mobile and social channels, based on individual customer behaviors. These solutions elevate marketing from irrelevant noise into personal service — extending and differentiating the brand, and stimulating purchase. SeeWhy’s solutions are proven to drive increases in conversion and spending, resulting in an average increase in recovery of 18 percent. SeeWhy’s products deliver return on investment (ROI) that are among the highest in ecommerce, recovering more than US$500 million annually in lost sales for many of the world’s leading companies.
“SeeWhy’s solutions for automating personalized campaigns in real time are a natural fit with hybris and SAP and promise even higher returns for our customers’ investments in the hybris omni-commerce platform,” said Ariel Lüdi, CEO of hybris, and Carsten Thoma, president and co-founder of hybris. “This acquisition provides a fast-growing cloud business that will enable the next-generation platform for engaging customers and digital commerce.”
With headquarters in Boston, Mass., SeeWhy serves more than 4,000 top brands and retailers with solutions that rapidly improve conversion rates by automatically triggering the right marketing message on the right channel at the right time to complete sales. (…)
Ever since childhood, we’ve known that there are big differences between the sexes. They show up not only in play but also in shopping behavior. The latter is especially true when it comes to mobile.
To understand desktop and mobile shopping behaviors better, website managers and online marketers must learn to cater to their target gender, optimizing the digital experience for how they interact with brands. This article will provide a few key takeaways from our own internal research, which address important questions every enterprise must answer.
What Motivates Men and Women on Mobile Devices?
When it comes to shopping online, gender affects the way we purchase. Women still outpace men, with 57 percent of respondents indicating they made an online purchase in the last year, compared to 52 percent of men.
However, men slightly outpaced women when it came to purchasing on mobile devices. Results showed that 22.2 percent of men made purchases on their smartphones versus 18.2 percent of female respondents. When using tablets, 20.4 percent of men had made a purchase this year, compared to 16.9 percent of women.
While men are making more purchases via mobile devices, they are less tolerant of negative experiences in the mobile shopping process. Slow Internet connections, small screens and navigation issues cause men to give up far faster. By contrast, women are more patient and willing to persevere. Women are much more likely to abandon a potential purchase on a tablet, however, due to indecision rather than frustration with the device, speed or navigation. Women indicated they weren’t ready to buy two times more than male respondents, with 62.5 percent of females, versus 24.7 percent of males, revealing a desire to browse more before buying via their tablets. We can consider this classic shopping behavior, where the shopping process is considered by many women to be recreational, “retail therapy.”
In addition, the study indicated that women respond slightly more favorably than men do to marketing campaigns, like social media and email remarketing. (…)