Category: Growth marketing

Meta-morphosis: the changes you can expect in Meta advertising

Posted on by Khubi Ali

As we look ahead to 2025, it’s evident that Meta will continue to be a powerhouse in the realm of digital advertising. With its comprehensive suite of platforms—Facebook, Instagram, WhatsApp, and the rapidly evolving Metaverse—Meta is set to revolutionise how brands connect with their audiences. Let’s explore what the future holds for Meta advertising and the key trends that marketers need to be prepared for in this rapidly shifting landscape.

The Metaverse: a new era of advertising

One of the most exciting developments on Meta’s horizon is the full integration of advertising within the Metaverse. By 2025, the Metaverse is expected to be a fully-fledged digital space, offering brands the chance to create immersive and interactive advertising experiences. This shift is expected to transform marketing from passive content consumption to active engagement, allowing users to interact with brands in personalised, immersive ways.

Imagine exploring virtual stores, trying on outfits via your digital avatars, or participating in branded virtual events. Meta’s investment in augmented reality (AR) and virtual reality (VR) is set to make ads more engaging, creating experiences that blend the digital with the physical. For brands, this means a new way to captivate tech-savvy audiences who seek unique interactions.

Brands will need to rethink their creative strategies, focusing on immersive experiences and gamification to stay relevant in the Metaverse.

AI-driven personalisation and automation

Artificial intelligence (AI) is already transforming Meta advertising, and by 2025, it will play an even bigger role. Meta’s advanced algorithms will enable advertisers to deliver hyper-personalised ads based on real-time user behaviours, preferences, and interactions. Automation will dominate, allowing brands to streamline ad creation, testing, and scaling with minimal manual effort.

A prime example of this automation is Meta’s Advantage+, which is already reshaping the advertising landscape. It uses AI to automatically generate multiple ad variations, optimise placements, and identify top-performing creatives. This not only reduces the workload for media buyers but also ensures that campaigns are continuously refined to maximise return on investment (ROI). By 2025, tools like Advantage+ will evolve even further, dynamically adjusting creative elements and targeting strategies in real time, enabling brands to stay agile and competitive.

Media buyers must embrace AI tools like Advantage+ to deliver personalised ad experiences while maintaining oversight of messaging and strategy.

Adapting to stricter privacy regulations

Data privacy remains a critical concern, and by 2025, new regulations will impact how Meta collects and uses user data. Recent changes like Apple’s App Tracking Transparency (ATT) and the deprecation of third-party cookies are just the beginning. Meta is likely to focus on privacy-preserving technologies, such as differential privacy and federated learning, to continue delivering targeted ads while protecting user data.

Brands will need to adapt by focusing on first-party data and establishing direct customer relationships. Contextual advertising, where ads are tailored to the content users engage with rather than personal data, will see renewed importance.

Brands might want to prioritise first-party data strategies and explore privacy-friendly advertising methods to maintain consumer trust.

Leveraging conversational commerce on WhatsApp and Messenger

By 2025, conversational or interactive commerce will be an important aspect of Meta’s advertising strategy, especially through WhatsApp and Messenger. These platforms will become powerful channels for personalised customer interactions, enabling brands to engage, assist, and convert customers directly within the chat environment.

AI-driven chatbots will streamline these conversations, allowing users to ask questions, receive product recommendations, and even complete purchases seamlessly within the messaging interface. This shift will make online shopping more intuitive and frictionless.

Businesses can start integrating conversational, interactive commerce into their strategies to drive direct interactions and boost sales.

Social commerce and shoppable content

Social commerce, where users can purchase products directly on social media platforms, will become even more integrated into Meta’s ecosystem by 2025. Facebook and Instagram’s shopping features will be enhanced, allowing users to browse, discover, and purchase products without leaving the app.

Shoppable content, influencer-driven campaigns, and live shopping events will be crucial for engaging younger audiences. Meta’s focus on e-commerce will empower brands to set up virtual stores and leverage influencer partnerships to drive sales.

Be ready to create seamless shopping experiences on Meta platforms to capture the growing Gen Z and Millennial consumer bases.

The future of Meta advertising is now

By embracing advancements like AI, AR, conversational and social commerce, and the Metaverse—brands can brace themselves to leverage Meta’s full potential in 2025. 

As privacy concerns continue to reshape the industry, staying ahead of these trends and focusing on consumer-centric strategies will be crucial.

The key to thriving in 2025 will be a willingness to experiment, adapt, and invest in emerging tech and ad formats. As the digital landscape continues to evolve, Meta’s platforms will remain at the forefront of connecting brands with their audiences in innovative ways.

 

Top data analytics and insights tools for e-commerce brands

Posted on by Khubi Ali

In the fast-paced world of e-commerce marketing, if content is queen, data is king. If a brand wants to stay ahead, using data-driven insights is crucial for informing its strategy, optimising performance, driving sales, and enhancing customer experiences. 

As we step into 2025, there are plenty of powerful tools designed to help businesses leverage data for smarter decision-making.

Here we look at the top data analytics and insights tools that can help brands turn raw data into actionable insights. From tracking customer behaviour, and keeping a close watch on trends, these tools are game-changers for brands looking to leverage data.

Here are some of our top picks… 

SimilarWeb

Best for: Competitor analysis and market research

SimilarWeb is a powerful tool that helps e-commerce brands understand their competitors’ strategies by providing deep insights into traffic sources, audience demographics, and engagement metrics. It enables businesses to stay ahead by identifying industry trends and benchmarking their performance against competitors.

Key features

  • Competitor traffic analysis
  • Market trend reports
  • Audience demographics and interests

Our verdict

For brands looking to gain a competitive edge, SimilarWeb offers comprehensive insights that are essential for strategic planning and market positioning.

Google Analytics

Best for: Tracking website performance

Google Analytics is a staple in the world of digital marketing. It allows e-commerce brands to track website traffic, user behaviour, and conversion rates. With its robust reporting features, businesses can gain insights into what’s working and what needs improvement to boost engagement and sales.

Key features

  • Real-time tracking of website performance
  • Customisable reports and dashboards
  • Audience segmentation for targeted marketing

Our verdict

A must-have for any e-commerce business, Google Analytics provides a foundational understanding of customer interactions, making it easier to optimise your website for better performance.

Supermetrics

Best for: Automating marketing data reporting

Supermetrics integrates seamlessly with platforms like Google Sheets, Excel, and Data Studio to automate data collection and reporting. It pulls data from various sources like Google Trends, Keyword Planner, Facebook Ads, Google Ads, and LinkedIn, allowing brands to create comprehensive reports that save time and track trends to improve decision-making.

Key features

  • Integration with multiple marketing platforms
  • Automated data extraction and reporting
  • Custom dashboards for campaign tracking

Our verdict

Supermetrics is perfect for e-commerce brands looking to streamline their data collection and reporting processes. It simplifies data management, allowing marketing teams to focus on strategy rather than data collection.

Hotjar

Best for: Understanding user behaviour on websites

Hotjar provides heatmaps, session recordings, and user feedback tools that help brands understand how customers interact and engage with their websites. By visualising user behaviour, businesses can identify pain points and optimise their site for better user experience and higher conversion rates.

Key features

  • Heatmaps and session recordings
  • Customer surveys and feedback polls
  • Conversion funnel analysis

Our verdict

If you want to optimise your website’s user experience, Hotjar is an invaluable tool. It allows you to see exactly where users are dropping off and how to improve your site’s navigation and layout.

SEMrush

Best for: SEO and keyword research

SEMrush is an all-in-one SEO tool that helps e-commerce brands optimise their online presence. It offers keyword research, backlink analysis, and competitor tracking, enabling businesses to improve their search engine rankings and drive organic traffic.

Key features

  • Comprehensive keyword research
  • Backlink tracking and analysis
  • Competitor SEO strategy insights

Our verdict

For brands looking to enhance their SEO strategy, SEMrush provides the insights needed to outperform competitors and attract more organic traffic.

Ahrefs

Best for: Backlink analysis and content optimisation

Ahrefs is known for its powerful backlink analysis capabilities. It helps brands discover link-building opportunities, track keyword rankings, and optimise content to rank higher on search engines. Its robust analytics make it a favourite among SEO professionals.

Key features

  • Backlink monitoring and analysis
  • Content gap analysis for optimisation
  • Keyword ranking tracker

Our verdict 

Ahrefs is essential for brands focused on improving their SEO performance and gaining a competitive edge in organic search.

Mixpanel

Best for: Tracking user engagement and product analytics

Mixpanel provides advanced product analytics to help brands understand user interactions on their websites or apps. It focuses on tracking customer engagement, allowing businesses to refine their product offerings and enhance user satisfaction.

Key features

  • Real-time analytics on user engagement
  • Cohort analysis for customer segmentation
  • Event tracking for product features

Our verdict

Mixpanel is perfect for brands looking to optimise their product offerings and improve customer retention by understanding user behaviour.

In conclusion

Data is the backbone of any successful e-commerce strategy, and these tools offer invaluable insights to help brands make smarter decisions. Whether you’re optimising your SEO strategy, improving your email campaigns, or tracking user behaviour and/or trends—investing in the right data analytics tool can transform your business.

Each tool on this list serves a unique purpose, so choose the one that aligns best with your business goals. By leveraging the power of data, brands can unlock new growth opportunities, improve customer engagement, and maximise ROI.

Google’s retreat on cookie deprecation: what it means for data-driven marketing

Posted on by Khubi Ali

In July 2024, Google made a major announcement that took digital marketers by surprise. Almost four years after they pledged to phase out third-party cookies from the Chrome browser, Google revealed it was reconsidering its decision. Instead of a complete deprecation, the company indicated it was exploring new ways to offer users more control over tracking, allowing individuals to make choices about whether and how advertisers track them.

This announcement came through a blog post on the Privacy Sandbox initiative, which didn’t definitively rule out future cookie deprecation but instead signalled a pause to gather more insights and feedback. This shift reflects the feedback Google has received from key stakeholders and highlights the broader challenges around third-party data use in an increasingly privacy-focused world.

Here’s a closer look at what this means for data-driven marketing, why Google is making this decision, and what marketers can expect as we head into 2025.

Google’s decision to delay: key drivers behind the change

Since Google’s 2020 announcement to phase out third-party cookies, marketers, web developers, and advertisers have scrambled to shift their data strategies towards first-party data collection. 

However, Google’s recent delay is partly due to technical and regulatory challenges in launching Privacy Sandbox as a comprehensive replacement for cookies. Google’s Privacy Sandbox seeks to balance the needs of privacy-conscious consumers with the demands of advertisers by introducing alternatives to cookies, such as:

  • Topics API: Rather than tracking individual behaviour, the Topics API groups users by interest categories, allowing for relevant ad targeting without the invasive tracking of third-party cookies.
  • FLEDGE: Aimed at enabling remarketing within privacy-first guidelines, FLEDGE allows brands to show relevant ads without tracking users across multiple websites.
  • Attribution reporting: Helps marketers assess ad performance without tracking individuals, offering privacy-safe ways to measure effectiveness.

This reconsideration came as a response to feedback from multiple stakeholders, who expressed concern over the pace and potential impact of these changes. Advertisers were sceptical of the Privacy Sandbox’s ability to adequately replace cookies, as regulators voiced concerns about the potential monopolisation of user data by Google itself. 

This feedback led Google to consider an approach that elevates user choice over blanket cookie deprecation, allowing individuals to decide if and when they’ll allow cross-site tracking.

What this means for the future of data-driven, privacy-first marketing

Whilst Google’s decision offers some breathing room for brands that rely heavily on third-party data, the fundamental trend toward a privacy-first landscape remains. 

Here’s how this extension impacts the future of data-driven marketing:

First-party data takes centre stage

Despite the delay, the industry-wide shift towards first-party data collection isn’t slowing down. It is collected directly from consumers through owned channels such as websites and apps and is generally more accurate and reliable. Brands that prioritise building robust data strategies will be better positioned for future resilience, as they won’t rely on third-party tracking.

Continued experimentation with Privacy Sandbox tools

The delay gives marketers additional time to test the Privacy Sandbox tools. Tools like the Topics API and FLEDGE offer promising new ways to target ads while respecting user privacy, and this extended timeline allows for more thorough testing and adaptation. However, a successful transition will likely require brands to reimagine their approach to segmentation and targeting, moving from individual tracking to behaviourally informed interest groups.

Evolving attribution models for multi-channel campaigns

As third-party tracking decreases, the need for alternative attribution models is more critical than ever. Traditional cookie-based models are set to be replaced by data-led approaches that rely on first-party data, such as multi-touch attribution and media mix modelling. Brands will increasingly look to tools that consolidate user engagement data across multiple channels while respecting privacy boundaries, which will allow for more cohesive and accurate measurement of campaign success.

Transparency and consumer trust as key differentiators

One outcome of Google’s extended timeline is that it allows brands to build more robust, transparent practices around data collection and consent. Consumers are increasingly aware of—and concerned about—how their data is used. 

Brands that are transparent about their data collection methods, and allow consumers to exercise choice and control, will be well-placed to build trust and loyalty among privacy-conscious customers.

What to expect in 2025

As a growth-focused marketing agency, we see Google’s 2024 announcement as a sign that the industry will continue to evolve rapidly. 

Privacy Sandbox’s full rollout: With an extended timeline, Google’s Privacy Sandbox tools will likely be fully tested and refined by the end of 2025, setting new standards for privacy-friendly ad targeting and measurement. Brands that adapt early and integrate these tools will be better prepared for the inevitable shift away from cookies.

Increased role of AI in data analysis: As third-party cookies become less relevant, we expect AI to play a bigger role in analysing and activating first-party data. AI-driven insights will be critical for identifying patterns in user behaviour and delivering targeted campaigns without relying on third-party data, helping marketers achieve personalisation while adhering to privacy standards.

Focus on contextual targeting: With user behaviour tracking becoming more limited, contextual targeting will become a key strategy. This approach, which matches ads to relevant content rather than individual user behaviour, offers a more privacy-conscious way to ensure ads reach interested audiences.

Refinement in first-party data collection: First-party data will continue to gain importance as brands seek to build resilient, privacy-first marketing strategies. Collecting, unifying, and acting on first-party data through customer data platforms (CDPs) will be central to delivering personalised user experiences that drive engagement and conversions.

What marketers can do

Build a robust first-party data strategy: Invest in technologies and platforms that facilitate the collection and activation of data to power personalised, compliant campaigns.

Test Privacy Sandbox tools: Begin experimenting with Google’s Privacy Sandbox tools, such as the Topics API and FLEDGE, to understand their potential and limitations for your brand’s advertising needs.

Prioritise transparent data practices: Foster trust by clearly communicating data collection practices and giving consumers control over their data.

Adapt attribution models: Explore cookie-less attribution models and consider solutions that align with privacy-first practices, such as media mix modelling and incrementality testing.

Final thoughts

Google’s retreat announcement signals a gradual yet undeniable shift toward a future where privacy and data transparency take precedence. Whilst the delay offers some reprieve, brands cannot rely on third-party data indefinitely.

The opportunity for marketers lies in proactively building first-party data strategies that meet today’s privacy expectations while delivering meaningful, personalised experiences. 

If you’re ready to future-proof your marketing and explore data-driven strategies that prioritise privacy and consumer trust, get in touch with us. Together, we can build a data strategy that ensures success in a privacy-first world.


Download our Q4 playbook for winning strategies, holiday campaign ideas and checkout optimisations  

TikTok for e-commerce brands: what to look out for in 2025

Posted on by Khubi Ali

As we enter 2025, TikTok continues to dominate the social media landscape, making it a must-use platform for e-commerce brands that are eager to capture new audiences, drive conversions, and boost brand visibility. With over a billion active users and a continuously evolving set of features, TikTok has positioned itself as a key player in e-commerce growth.

Let’s dive into the newest TikTok trends and features that brands looking for competitive advantage need to know.  

Seamless in-app purchases and shoppable content

TikTok is transforming from a content-sharing app to a fully integrated shopping experience, offering more seamless, in-app purchasing options than ever before. In 2025, the platform is set to expand its shoppable capabilities, allowing users to browse, learn about, and purchase products without ever leaving the platform.

Why it works: This seamless journey reduces cart abandonment and encourages impulse buying, which is key for maximising conversions.

How brands can leverage it: E-commerce brands can focus on creating engaging, authentic content that leads directly to checkout. By integrating TikTok’s in-app storefronts and product links, brands can guide users through an enjoyable yet effective shopping experience. Interactive product demos, influencer partnerships, and TikTok’s live product showcase make it easier than ever for users to purchase on impulse.

AI-driven personalisation for niche targeting

TikTok’s algorithm is more advanced than ever, using artificial intelligence to deliver hyper-personalised content based on user preferences. The algorithm’s refined understanding of user behaviour allows brands to reach niche demographics, offering immense potential for targeted e-commerce campaigns.

Why it works: AI-fuelled personalisation lets brands tap into micro-trends, creating a hyper-relevant content experience.

How brands can leverage it: By staying agile and monitoring trends, brands can harness TikTok’s analytics tools to identify effective content and pivot quickly. Brands that utilise data-driven insights can tailor content to specific audiences, enhancing engagement and improving conversion rates.

Power of nano and micro-influencers

While big-name influencers still hold sway, 2025 is the year of nano and micro-influencers. These creators, with smaller yet highly engaged followings, can be powerful brand advocates. They offer a level of authenticity that resonates with TikTok’s audience, particularly Gen Z, who values genuine recommendations over traditional advertising.

Why it works: Smaller influencers drive deeper connections, resulting in more authentic engagement.

How brands can leverage it: DTC brands can partner with influencers who align with their values and target demographic. Micro-influencers can promote products in ways that feel authentic rather than sales-driven, resulting in higher engagement and credibility. Brands can reach wider, more relevant audiences by enlisting influencers across different demographics.

Interactive and engaging storytelling

TikTok’s short-form, interactive content is evolving in 2025 to emphasise storytelling and engagement, with more tools to encourage user participation. This can include trending challenges, creative prompts, or interactive content that invites viewers to join the conversation.

Why it works: Interactive storytelling invites users to actively engage with the brand, increasing organic reach and fostering a sense of community.

How brands can leverage it: Brands can use TikTok’s tools and formats like hashtag challenges, branded filters, and soundtracks to craft compelling narratives that resonate with their audience. By creating story-driven campaigns, e-commerce brands can encourage viewers to participate in challenges or create their own content using branded prompts, boosting the sense of community which translates into better reach and engagement.

Live shopping events and the growth of social commerce

In 2025, live shopping is set to become one of TikTok’s most influential features for e-commerce brands. Live shopping events blend entertainment with direct sales, giving brands the chance to showcase products in real time, offer exclusive deals, and answer questions on the spot.

Why it works: The combination of live interaction and direct purchasing creates urgency and a sense of exclusivity, driving immediate sales.

How brands can leverage it: Retailers can consider hosting themed and/or seasonal live events, product launches, and Q&A sessions. Engaging the audience with real-time responses, exclusive deals, and interactive polls can enhance the viewer’s experience and make them more likely to convert.

User-generated content (UGC) for social proof

User-generated content remains a cornerstone of TikTok’s ecosystem, with UGC being more influential than ever in 2025. Consumers trust fellow users’ content more than direct advertising, and TikTok’s features make it easy to integrate UGC into brand campaigns.

Why it works: UGC provides social proof, making the brand feel more credible and relatable to potential customers.

How brands can leverage it: Brands can encourage customers to share their own content featuring products, whether through unboxing videos, reviews, or creative product usage. TikTok’s duet and stitch features are ideal for amplifying UGC, creating a sense of community while turning satisfied customers into brand advocates.

Long-form and horizontal content

Breaking away from its short-form video format, TikTok will now encourage long-form and horizontal videos in 2025. The platform’s recent updates allow content creators and brands to post videos up to 10 minutes long and experiment with horizontal formats, catering to TikTok’s growing TV app audience.

Why it works: Longer content and horizontal formats provide new ways to engage viewers and adapt content for multiple platforms.

How brands can leverage it: Brands can experiment with longer product reviews, tutorials, or behind-the-scenes looks, providing more in-depth VSL-type content. Creating content in a horizontal 4K format allows brands to repurpose footage across other platforms, ensuring versatility and extended reach.

Sustainability and value-driven campaigns

TikTok’s predominantly younger audience increasingly values brands that stand for something beyond profit. In 2025, sustainability, ethical practices, and social impact campaigns resonate strongly on TikTok, allowing brands to connect with conscious consumers.

Why it works: Value-driven marketing taps into the desire of TikTok’s audience for brands that share their ethics and ideals.

How brands can leverage it: Retailers can highlight their commitment to sustainable and ethical practices through transparent storytelling, collaborations with values-aligned influencers, and behind-the-scenes content. Campaigns that resonate with social and environmental causes can foster stronger connections with the audience, building trust and loyalty.

Rise of image-based content and TikTok stories

In a surprising twist, TikTok has prioritised image-based content alongside video, allowing brands to post photo carousels with music or audio overlays. The addition of Stories and enhanced image functionality enables brands to provide quick, visually engaging content that is easy for users to consume on the go.

Why it works: Image-based content offers a fresh format, giving users more ways to interact with brands beyond video.

How brands can leverage it: E-com brands can showcase products in photo carousels, allowing for a simple and engaging way to promote collections or seasonal product lines. Stories can also serve as an excellent channel for behind-the-scenes content, quick updates, or exclusive offers, keeping the brand top-of-mind without requiring significant video production.

TikTok shop: turning engagement into sales

TikTok Shop is transforming social shopping, allowing users to discover, browse, and purchase products without leaving the app. In 2025,  this is going to be an essential tool for e-commerce brands aiming to capture audiences at the right moment.

Why it works: By streamlining the journey from discovery to purchase, TikTok Shop reduces friction and encourages impulse buying. The in-app shopping experience is particularly appealing to younger, mobile-first audiences, driving higher conversion rates. This in turn will also reduce abandoned carts. 

How brands can leverage it: To make the most of TikTok Shop, brands will need to focus on authentic, engaging content such as product demos, influencer-led streams, and exclusive live offers. This approach will not only boost sales but also build stronger brand connections, turning casual viewers into loyal customers.

In conclusion

TikTok’s continued evolution presents brands with an unprecedented opportunity to connect with engaged audiences, leverage social commerce trends, and drive consistent sales. By embracing these trends—whether through live shopping events, UGC, long-form content, or values-driven campaigns—brands can create memorable experiences that go beyond traditional advertising formats.

 

The future of PPC: Key trends to drive success

Posted on by Khubi Ali

In an ever-evolving digital landscape, PPC advertising is one of the most dynamic channels, continually adapting to new technologies and consumer behaviours. As we approach 2025, businesses that keep pace with PPC developments will be well-positioned to optimise their campaigns and remain competitive. Here’s a look at the trends set to drive PPC performance in the near future and how brands can leverage these to maximise impact.

AI-driven PPC automation and bidding precision

AI has already had a massive impact on digital advertising, and the coming year will see it integrated even further into PPC. AI-powered PPC automation tools will help streamline campaign management, automating everything from bid adjustments to keyword selection. With real-time data analysis, AI can predict optimal bidding strategies, helping advertisers improve ROAS and reduce manual workload.

Why it matters
AI-powered PPC automation provides real-time adjustments, helping brands achieve better outcomes by predicting and responding to audience behaviour in real time. This is particularly beneficial in competitive markets where timing and cost control are key to maximising returns.

Voice search advertising for natural language queries

With more users opting for voice-activated searches on devices like Amazon Alexa and Google Assistant, voice search ads are quickly gaining ground. By 2025, targeting keywords in natural language and conversational phrases will be essential for PPC success. Brands must optimise for phrases that mirror how people speak, opening up fresh opportunities to capture audience attention.

Why it matters
Voice search is often more specific and question-based, leading to higher intent keywords. Brands that adjust their PPC campaigns to include voice-friendly terms will likely benefit from more relevant traffic and conversions.

First-party data focus with privacy-compliant targeting

As privacy regulations tighten and third-party cookies are phased out, first-party data will be at the core of PPC strategies. First-party data, such as website visits, purchase history, and user preferences, allows brands to personalise ads and build accurate audience segments without compromising privacy. With compliant targeting practices, advertisers can achieve personalisation while respecting user consent and data privacy.

Why it matters
First-party data supports privacy-centred strategies, building trust with audiences while enabling precise targeting. This approach allows stronger relationships with customers, which translates into higher conversion rates and loyalty.

The continued rise of video ads

Video ads continue to dominate social and search platforms due to their high engagement potential. In the near future, video will be an essential component of PPC strategies across platforms like YouTube, Instagram, and TikTok. Interactive, shoppable video ads will increase in popularity, allowing users to make purchases directly from the video. This trend reflects a shift towards content that entertains, educates, and converts into one seamless experience.

Why it matters
Video ads create a more engaging experience for users, helping brands communicate complex messages quickly. Shoppable video ads, in particular, reduce friction by allowing users to act immediately, boosting conversion rates.

Interactive and immersive ad formats

Static ads will increasingly be supplemented by interactive formats like quizzes, polls, and augmented reality (AR) experiences. Such ads offer users an engaging way to explore products or services before committing to a purchase. For example, AR ads can let users ‘try’ a product virtually, helping bridge the gap between physical and digital shopping experiences.

Why it matters
Interactive ads generate higher engagement and keep users on the page longer, improving both click-through and conversion rates. They also offer valuable data on user preferences and engagement, helping brands fine-tune future campaigns.

Seamless cross-platform integration

Cross-platform PPC campaigns that cover multiple devices—from mobiles to smart TVs—will be crucial as users move fluidly across digital environments. By ensuring consistent ad messaging and functionality across platforms like Google, Meta, and LinkedIn, brands can reinforce their messaging and maximise reach.

Why it matters
Cross-platform strategies increase brand visibility and create a cohesive user experience across touchpoints. Integrating PPC efforts across channels ensures that customers receive consistent messages, enhancing both brand recall and engagement.

Ad customisers for real-time personalisation

Ad customisers allow advertisers to tailor messaging based on real-time variables such as location, device, or time of day. By next year this will become an industry standard, enabling brands to provide highly relevant, tailored experiences. Whether it’s offering discounts to nearby users or highlighting specific products based on device type, ad customisation helps enhance relevance and drive conversions.

Why it matters
Ad customisers improve the relevance of PPC ads, enhancing engagement and conversion rates by making ads feel personalised. This is particularly effective for time-sensitive promotions or localised campaigns.

Advanced attribution for insightful cross-channel tracking

Understanding how different channels contribute to conversions is critical, and next year will see a surge in advanced attribution models. Tools like Google Analytics 4 will allow marketers to better understand the customer journey by capturing insights from every touchpoint. This approach enables advertisers to allocate budgets more strategically, based on each channel’s true impact.

Why it matters
Advanced attribution models help brands understand the role of each interaction along the conversion path. This leads to more informed budgeting decisions and helps improve overall PPC performance by focusing on high-impact channels.

Final thoughts

2025 will be a pivotal year for PPC as AI, video, privacy, and personalisation reshape the landscape. Brands that embrace these trends—through AI-powered automation, first-party data strategies, voice search, video content, and advanced attribution—will be equipped to drive results. 

The PPC ecosystem is growing more complex, but with a proactive approach, businesses can harness these developments to optimise campaigns, boost conversions, and achieve sustained growth.


For more information and detailed insights on the state of e-commerce marketing in 2024   

Top affiliate marketing platforms to boost your sales

Posted on by Khubi Ali

Affiliate marketing is a powerful tool for businesses looking to expand their reach, drive sales, and boost brand visibility. By partnering with affiliate marketers, businesses can tap into new audiences and generate revenue through commission-based partnerships. Below are some of the best affiliate marketing platforms for businesses to scale, ensuring streamlined operations and profitable collaborations.

Awin (Affiliate Window (Awin’s UK subset))

Awin is one of the leading affiliate marketing platforms offering access to a vast network of affiliates, including bloggers, influencers, and content creators. Awin provides robust tracking tools, real-time analytics, and personalised support, making it easier for UK brands to manage and optimise their affiliate campaigns.

Key features

  • Large network of UK and European affiliates across various sectors
  • Performance-based payment model to ensure you only pay for successful sales
  • Real-time reporting and analytics for campaign optimisation

Client example: Marks & Spencer, one of the UK’s largest retailers, uses Awin to manage its affiliate marketing programme, partnering with influencers and content creators across the fashion and homeware sectors. This strategy drives significant traffic and boosts sales. Through Awin, Marks & Spencer has effectively broadened its digital reach, increasing online sales and strengthening its brand presence, particularly among a younger, more tech-savvy audience.

Our verdict: Awin is a fantastic platform for UK-based businesses looking to scale their affiliate efforts. Its large network and sophisticated tools make it a top choice for driving sales.

Rakuten Advertising

Rakuten Advertising is a globally recognised affiliate platform, offering access to a vast network of publishers and affiliates across multiple industries. The platform is known for its strong partnerships with premium brands, providing advanced tracking tools and cross-channel promotional capabilities, which are ideal for businesses that need a global reach, including the UK.

Key features

  • Extensive global affiliate network across diverse industries
  • Advanced data insights for optimising performance
  • Cross-channel promotion for integrating affiliate efforts with other marketing campaigns

Client example: Debenhams, a leading UK department store, has used Rakuten Advertising to connect with global affiliates. By leveraging Rakuten’s wide network, Debenhams boosts its online visibility and generates additional revenue streams through new affiliate partnerships, which has helped offset declines in footfall to its physical stores.

Our verdict: Ideal for global brands looking to manage multiple affiliate programs across different regions. Its advanced tracking and reporting features are excellent for performance-driven campaigns.

Tradedoubler

Tradedoubler is a well-known affiliate marketing platform with a strong focus on European markets. It offers seamless integration with popular e-commerce platforms like Shopify and Magento, making it easy for businesses to manage multi-channel affiliate campaigns. With advanced tracking and automation tools, Tradedoubler is perfect for companies that need a scalable solution.

Key features

  • Integration with leading e-commerce platforms like Shopify
  • Advanced tracking and real-time reporting for data-driven decision-making
  • Automation features to simplify affiliate management

Client example: Microsoft has used Tradedoubler to manage its affiliate marketing efforts across Europe. The platform’s integration with Microsoft’s e-commerce infrastructure ensures seamless tracking and automation, enabling the tech giant to run targeted campaigns that promote its wide range of products, from software to hardware. By leveraging Tradedoubler, Microsoft has been able to significantly increase its market penetration in Europe, especially in the consumer and small business segments. This has helped the brand drive additional revenue by reaching new audiences and enhancing its digital footprint across diverse regions, all while streamlining the management of its campaigns through automation.

Our verdict: Tradedoubler is an excellent platform for businesses in Europe that require advanced tools and integration capabilities. If you are looking for a scalable solution to manage multi-channel campaigns, Tradedoubler offers everything you need to drive affiliate sales efficiently.

CJ Affiliate

CJ Affiliate is a well-established name in affiliate marketing, known for connecting businesses with top-tier, premium publishers and influencers making it an ideal choice for brands seeking high-quality, performance-driven collaborations. The platform provides advanced performance tracking and analytics, allowing businesses to optimise their affiliate campaigns effectively. 

Key features

  • Access to a network of premium affiliates, including top publishers and influencers
  • Powerful analytics and reporting tools for data-driven decision-making
  • Strong focus on performance marketing, ensuring measurable results

Client example: GoPro, the action camera brand, partners with CJ Affiliate to tap into influential content creators and publishers. CJ Affiliate has played a crucial role in transforming GoPro’s affiliate marketing strategy by connecting the brand with high-quality publishers and influencers. This has led to a significant boost in global sales and heightened brand awareness, particularly within niche outdoor and adventure communities, helping GoPro maintain its position as a leader in the action camera market.

Our verdict: CJ Affiliate is ideal for brands looking to collaborate with premium publishers and influencers. Its strong analytics capabilities make it the go-to platform for businesses focused on performance-driven affiliate marketing.

Partnerize

Partnerize is an advanced affiliate marketing platform that focuses on automation and real-time insights. With AI-powered recruitment, Partnerize enables businesses to automate various aspects of affiliate management, from discovery and onboarding to payment processing. The platform also supports cross-channel tracking, making it easier to manage campaigns across different platforms.

Key features

  • AI-powered affiliate recruitment and automation
  • Real-time data insights and reporting for quick optimisation
  • Cross-channel tracking for comprehensive campaign management

Client example: Uber, the ride-sharing giant, leverages Partnerize to manage its global affiliate program. The platform’s real-time insights and automation tools have enabled Uber to scale its affiliate marketing globally, driving increased bookings and app downloads through highly targeted campaigns. The platform’s automation features have streamlined Uber’s affiliate operations, allowing the company to expand its customer base while optimising performance and reducing manual efforts across multiple markets.

Our verdict: Partnerize is perfect for fast-growing businesses that require automation and real-time analytics. Its advanced tech stack is ideal for brands looking to streamline their affiliate marketing efforts and scale rapidly.

Webgains

Webgains is a well-regarded affiliate platform offering cost-effective solutions for mid-sized businesses. The platform emphasises performance and ROI-driven strategies, helping businesses grow through effective affiliate partnerships. Webgains also provides dedicated account management, making it easier for businesses to navigate the affiliate marketing landscape.

Key features

  • Dedicated account management for personalised support
  • Data-driven insights and performance tracking
  • Scalable solutions designed for growing businesses

Client example: Curry’s, a popular electronics retailer in the UK, uses Webgains to manage its affiliate marketing efforts. The platform’s scalable solutions have helped Curry’s grow its network of affiliates and significantly boost its online sales, particularly during key shopping periods like Black Friday. The platform’s data-driven approach has enabled Curry’s to target the right affiliates, optimising campaigns for maximum ROI and expanding its digital reach, leading to a noticeable uplift in both traffic and conversions.

Our verdict: For mid-sized businesses looking for a cost-effective affiliate platform with strong performance tracking, Webgains is a great choice.

Impact

Impact is a highly customisable affiliate marketing platform designed to meet the unique needs of businesses. It integrates with other marketing tools and provides real-time tracking, allowing businesses full control over their affiliate marketing efforts. The platform is ideal for companies that need flexibility and customisation to manage their affiliate programs effectively.

Key features

  • Customisable affiliate marketing solutions
  • Integration with other marketing platforms
  • Real-time performance tracking and optimisation

Client example: ASOS, one of the UK’s most popular online fashion retailers, uses Impact to customise its affiliate marketing strategies. Impact allows ASOS to tailor campaigns based on region, product categories, and performance metrics, ensuring a highly targeted approach to drive affiliate sales. Through the use of Impact’s customisable tools, ASOS has been able to drive exponential growth in its international markets, enhancing both customer acquisition and retention through strategic affiliate partnerships.

Our verdict: Impact is an excellent choice for businesses that want full control over their affiliate marketing and the ability to customise their solutions to fit specific needs.

ClickBank

ClickBank is a popular affiliate marketing platform, particularly for businesses focused on selling digital products such as online courses, software, and e-books. The platform offers an easy-to-use interface and a vast network of affiliates who specialise in promoting digital products, making it a top choice for UK-based digital entrepreneurs.

Key features

  • Focus on digital products and online services
  • Large network of affiliates with expertise in digital marketing
  • User-friendly platform for creating and managing affiliate programs

Client example: Udemy, a leading online learning platform, uses ClickBank to promote its courses via a network of digital marketing affiliates. This has helped boost enrolments, particularly in niche subjects, and helped expand Udemy’s reach both in the UK and globally. ClickBank has played a key role in growing Udemy’s digital sales, solidifying its position as a leader in online education.

Our verdict: If you’re a business focused on digital products, ClickBank is a top choice. Its user-friendly interface and extensive affiliate network make it easy to connect with partners who can help promote your offerings effectively.

Key features to look for in an affiliate marketing platform

  • Automation: Automating affiliate tracking and reporting to save time and reduce manual work.
  • Integration: Ensure the platform integrates with your existing e-commerce and CRM tools.
  • Real-time reporting: Access data and performance metrics in real-time to optimise campaigns.

Choosing the right affiliate marketing platform

When deciding on the best platform for your business, consider the following

  • Business goals: Define what you want to achieve through affiliate marketing—brand awareness, sales growth, or audience expansion.
  • Budget: Determine how much you’re willing to invest in an affiliate program and find platforms that fit your budget.
  • Trial period: Take advantage of free trials or demos to ensure the platform meets your specific needs.

Investing in the right affiliate marketing platform can significantly increase your sales, drive traffic, and help expand your brand presence.

Top 7 inventory management tools for e-commerce brands

Posted on by Khubi Ali

Imagine this. You’ve just launched a winning ad, and sales are skyrocketing. Your best-selling product is flying off the virtual shelves—all is well until your bestseller is unexpectedly out of stock. At the same time, other products sit untouched in your warehouse. This imbalance not only results in lost sales but also ties up capital in unsellable inventory.

Such scenarios are all too common among businesses without effective stock control. To avoid these pitfalls, e-commerce brands need reliable tools and software to help manage stock efficiently. The right solution can automate reordering, track stock levels in real-time, and offer valuable insights into your sales performance.

Here, we look at the top inventory management tools tailored for Shopify stores, to help you streamline operations and fuel growth.

Benefits of a good inventory management system

  • Optimise stock levels: Prevent over-ordering or running out of stock.
  • Automate restocking: Trigger orders automatically when stock levels are low.
  • Track trends: Monitor what’s selling quickly and what’s underperforming for better forecasting.

Top inventory management systems for e-commerce brands

Stocky by Shopify

Best for: Shopify stores looking for a native solution.

Stocky is Shopify’s native inventory app, designed to integrate seamlessly with your store. It helps you manage stock, track supplier performance, and automate purchase orders. Stocky’s intuitive dashboard lets you see sales trends and restock needs at a glance.

Key features

  • Automated purchase orders based on sales performance
  • Real-time inventory tracking
  • Advanced reporting on product profitability

Pricing
Included with Shopify POS Pro plan (£89/month).

Our verdict
Stocky is perfect for Shopify users who want a streamlined, native inventory solution. It provides all the essential features for managing stock and is built to handle both online and in-store stock seamlessly.

TradeGecko (QuickBooks Commerce)

Best for: Multi-channel sellers using Shopify and QuickBooks.

TradeGecko, now known as QuickBooks Commerce, is a powerful inventory and order management platform that integrates smoothly with Shopify. It helps you manage stock across multiple locations, automate workflows, and track sales performance, offering advanced insights into your supply chain.

Key features

  • Multi-location inventory management
  • Integration with Shopify and QuickBooks
  • Automated purchase orders and workflow automation

Pricing
Starting at £40/month.

Our verdict
Ideal for growing businesses that sell across multiple channels, TradeGecko offers robust tools for inventory management. Its integration with QuickBooks makes it a strong choice for businesses looking to streamline both inventory and financial operations.

Katana

Best for: Manufacturers using Shopify.

Katana is designed for small manufacturers who also sell online. It tracks inventory across locations in real time and provides visibility into raw materials and finished goods. Katana helps manufacturers streamline production workflows and manage stock levels efficiently.

Key features

  • Real-time inventory control of raw materials and products
  • Integration with Shopify and WooCommerce
  • Visual production planning and stock management

Pricing
From £160/month.

Our verdict
Katana is a great solution for manufacturers that need more visibility and control over their production and inventory. Its seamless integration with Shopify makes it an excellent choice for small manufacturers.

Skubana

Best for: Fast-growing e-commerce brands.

Skubana is an all-in-one platform that centralises order and inventory management for fast-growing e-commerce brands. It connects with Shopify and other sales channels to synchronise stock levels, automate purchase orders, and provide actionable insights for optimising inventory.

Key features

  • Unified order and inventory management across multiple channels
  • Automated stock replenishment based on sales forecasts
  • In-depth analytics for better stock control

Pricing
Starts at £790/month.

Our verdict
Skubana is an excellent option for businesses scaling quickly and needing a robust inventory management tool. It offers advanced features for businesses with complex inventory requirements.

DEAR Inventory

Best for: Comprehensive stock management with financials.

DEAR Inventory offers end-to-end stock management, from purchasing and sales to production and fulfilment. It integrates seamlessly with Shopify and includes built-in accounting features, allowing businesses to manage both inventory and finances in one place.

Key features

  • Full inventory and order management
  • Multi-currency support
  • Built-in accounting and financial reporting

Pricing
Starting at £180/month.

Our verdict
DEAR Inventory is ideal for businesses looking for a comprehensive solution that manages both stock and finances. It’s a great tool for growing brands that need to optimise their operations while maintaining control over their financials.

Zoho Inventory

Best for: Small to medium-sized Shopify businesses.

Zoho Inventory offers a cost-effective solution for small and medium-sized businesses. It includes multi-channel sales, warehouse management, and real-time inventory tracking. Zoho’s user-friendly interface makes it a popular choice for businesses that don’t need overly complex systems.

Key features

  • Multi-channel sales and warehouse management
  • Real-time inventory tracking
  • Integrations with Shopify, Amazon, and eBay

Pricing
From £25/month, with a free version available.

Our verdict
Zoho Inventory is an affordable solution for small businesses looking to gain more control over their stock. It’s simple to use and integrates well with Shopify, making it a solid choice for growing e-commerce brands.

Finale Inventory

Best for: High-volume Shopify stores.

Finale Inventory is built for high-volume e-commerce businesses. It offers advanced features like serial number tracking, inventory replenishment forecasting, and barcode scanning. Finale also integrates seamlessly with Shopify, making it easy to manage stock and fulfilment for large-scale operations.

Key features

  • Real-time stock updates and multi-location management
  • Barcode scanning and serial number tracking
  • Forecasting tools to prevent stockouts

Pricing
Starts at £90/month.

Our verdict
For businesses handling large volumes of stock, Finale Inventory offers the advanced features needed to keep things running smoothly. Its forecasting tools and real-time updates make it ideal for high-volume operations.

Key features to look for in an inventory management tool

  • Automation: Automate stock control to reduce manual input and errors.
  • E-commerce integrations: Ensure the tool integrates with platforms like Shopify, Amazon, or WooCommerce.
  • Mobile access: Manage your inventory on the go with mobile apps.
  • Analytics: Get insights from sales and stock data to make informed decisions.

Choosing the right tool for your business

Choosing the best tool depends on your business size, needs, and budget. Follow these steps to find the right solution.

Define your needs: Consider your business size, whether you sell across multiple channels, and your stock management needs.

Set your budget: Weigh the cost of manual stock management against investing in a tool that automates and optimises processes.

Test the software: Take advantage of free trials to see which tool suits your workflow.

Look for unique features: Evaluate any additional features that could benefit your business.

Investing in the right inventory management software can help improve your operational efficiency, prevent stockouts, and streamline your e-commerce growth. Whether you’re a small business or a fast-growing brand, these tools will help you stay on top of your stock management in 2025.

 

Top marketing attribution software to boost your business growth

Posted on by Khubi Ali

Whether you’re an e-commerce brand or a B2B business, it is important to understand which marketing channels contribute most to your sales and conversions to make smart decisions. By tracking customer journeys across various touchpoints, attribution tools provide valuable insights into the effectiveness of ad campaigns, enabling you to see exactly where your marketing is paying off. Thus allowing you to create informed strategies and optimise your efforts for maximum impact.

However, navigating the world of attribution software can be overwhelming. With countless choices available, it can be difficult to determine which one is the best fit for your business.

Here we look at the best available attribution software for 2025. We’ve broken them down by type, features, benefits, and price point—to help you choose the right solution.

Different types of marketing attribution software

Attribution tools generally fall into three key categories: single-touch, multi-touch, and marketing mix modelling. Each type has its strengths, and understanding these distinctions can help you choose the right solution for your business.

1. Single-touch attribution

Single-touch attribution assigns all credit for a conversion to a single touchpoint in the customer journey, either the first or last interaction.

  • First-click attribution focuses on the initial touchpoint, rewarding the channel that first introduced the customer to your brand.
  • Last-click attribution credits the final interaction, or the last ad clicked before a purchase.

While useful for understanding which channels bring in new customers and which channels close sales; single-touch models offer a limited view of the entire customer journey and may miss important touchpoints that influence conversions.

2. Multi-touch attribution (MTA)

Multi-touch attribution gives credit to multiple touchpoints throughout the customer journey, offering a more comprehensive view of how various channels work together to drive sales. 

Common multi-touch models include

  • Linear attribution: Distributes credit equally across all touchpoints involved in the conversion process.
  • Time-decay attribution: Assigns more weight to interactions that occur closer to the conversion event.
  • U-shaped and W-shaped models: Attribute more credit to touchpoints at critical moments, such as the first interaction and the point of conversion.

This type of attribution provides deeper insights into how different channels contribute to conversions and is useful for businesses with complex marketing funnels.

3. Marketing Mix Modelling (MMM)

Marketing mix modelling uses statistical analysis to evaluate the impact of various marketing efforts, including both online and offline channels. Unlike multi-touch attribution, which focuses on digital interactions, MMM also considers broader marketing activities such as TV, radio, and print.

MMM is especially valuable for businesses investing in a wide range of marketing efforts, providing insights into how different marketing activities work together to drive sales and optimise budgets accordingly.

The benefits of using marketing attribution software

Marketing attribution tools offer several benefits, especially for brands relying on multi-channel marketing efforts:

  • Maximised marketing spend: By clearly identifying which channels drive conversions, businesses can focus their budgets on the most effective platforms, improving overall return on investment (ROI). This ensures that no money is wasted on underperforming channels.
  • Enhanced decision-making: Attribution software provides detailed insights into customer journeys, helping businesses make informed decisions on where to invest in marketing efforts. This clarity leads to better optimisation of campaigns and improved targeting.
  • Improved collaboration across teams: Marketing attribution software gives teams a unified view of the customer journey. Whether it’s marketing, sales, or product teams, they can work together more effectively to optimise customer touchpoints and messaging.
  • Deeper customer insights: By tracking customer interactions across various platforms, attribution tools help businesses understand what motivates customer actions, allowing for more personalised marketing approaches and better customer engagement.

Top 5 attribution software to choose from

Fospha

Best for: Comprehensive data analysis

Fospha is a versatile attribution tool designed to provide detailed insights into customer journeys across multiple channels. With its advanced machine learning and predictive analytics capabilities, Fospha enables businesses to optimise their marketing efforts and forecast customer behaviour accurately.

Key features

  • Multi-touch attribution
  • Predictive analytics using machine learning
  • Cross-channel performance tracking

Pricing
Custom pricing based on business needs.

Our verdict
Fospha is perfect for brands seeking a powerful solution for tracking multi-channel performance. Its ability to provide predictive insights makes it an essential tool for brands aiming to improve marketing efficiency.

Ruler Analytics

Best for: Multi-channel attribution

Ruler Analytics is an exceptional tool for tracking customer journeys across multiple channels, including Google Ads, Facebook, and LinkedIn. It connects marketing activity to sales and revenue, making it easy for businesses to see exactly which marketing efforts are driving conversions.

Key features

  • Multi-channel attribution
  • Lead and revenue tracking
  • Integrates with major ad platforms like Google Ads and Facebook

Pricing
Starts at £179/month.

Our verdict
Ruler Analytics is a fantastic option for mid-sized businesses looking for a comprehensive attribution solution across multiple channels. Its user-friendly interface and deep analytics make it a popular choice for brands aiming to optimise their marketing spend.

Hyros

Best for: High-level campaign tracking

Hyros is designed for businesses that require in-depth tracking of marketing campaigns across multiple platforms. By using machine learning to analyse customer behaviour, Hyros helps brands make data-driven decisions, particularly in campaigns with high ad spend.

Key features

  • AI-driven attribution
  • In-depth ad tracking across multiple platforms
  • Customisable reports

Pricing
Starts at $299/month.

Our verdict
Hyros is ideal for brands running complex, high-budget campaigns. Its AI-powered insights provide clarity into customer journeys and enable accurate tracking of return on investment (ROI).

Triple Whale

Best for: Shopify-based e-commerce businesses

Triple Whale is tailored for Shopify stores and provides an easy-to-use platform for tracking marketing performance. It helps measure ad spend and customer journeys in real time, with a focus on optimising marketing efforts to drive growth.

Key features

  • Shopify integration
  • Real-time analytics
  • Ad spend tracking across platforms

Pricing
Starts at £135/month.

Our verdict
Triple Whale is a must-have for Shopify-based brands. It delivers real-time insights into marketing performance, allowing you to tweak campaigns and improve ROI effectively.

Cometly

Best for: Social media ad tracking

Cometly is an attribution tool designed to track and optimise social media ad campaigns. It integrates with major platforms like Meta providing real-time insights into ad performance and helping businesses link campaigns directly to revenue.

Key features

  • Multi-channel attribution
  • Social media ad tracking
  • Real-time data and reporting

Pricing
Starts at £100/month.

Our verdict
Cometly is ideal for businesses focused on social media ad campaigns. Its intuitive dashboard and powerful tracking features make it a great option for small to medium-sized brands.

Choosing the right attribution software for your business

Selecting the right attribution software is key to optimising your marketing efforts. To make the right choice, consider the following features and factors:

  • Multi-touch attribution: Opt for software that can track and credit each touchpoint in the customer journey, offering a comprehensive view of how different channels contribute to conversions.
  • Real-time insights: Choose a tool that provides immediate feedback on campaign performance, enabling quick adjustments for improved results.
  • Cross-channel compatibility: Ensure the software integrates with all your marketing platforms, such as social media, email, and paid ads, for a unified view of your efforts.
  • Custom reports: Look for software that allows you to tailor reports to your business needs, highlighting the metrics most relevant to your objectives.

In addition to these features, keep the following considerations in mind:

  • Understand the complexity of channels: Identify the complexity of sales channels and the level of data insights needed to inform your marketing strategy.
  • Budget wisely: Ensure the software fits your budget while offering essential features to enhance your marketing performance.
  • Test before committing: Many attribution tools offer free trials—use these to evaluate if the software meets your needs.
  • Plan for growth: Select a tool that can scale with your business, handling increasing data as your brand expands.
  • Ensure data accuracy: The software should provide precise tracking of customer journeys and lead sources to support more informed decision-making.

Attribution software will continue to be an essential tool for businesses in 2025, helping optimise marketing spend, track customer journeys, and boost conversions. Whether you’re a small brand or a fast-growing enterprise, investing in the right software can make a significant impact on your bottom lines.

The best email marketing platforms for your business

Posted on by Khubi Ali

If you’re looking to boost sales or enhance your brand awareness initiatives, email marketing should be at the top of your list. To streamline your campaigns, choosing the best email marketing solution for your business needs is crucial. These email automation tools can help you grow your audience, engage with your customers, and ultimately scale your business.

Here, we’ve listed the top-performing email marketing solutions for brands, reviewing their functionality, affordability, and overall pros and cons to help you find what best suits your needs.

Choosing the best email marketing software for your business

With so many platforms offering similar features, it can be difficult to choose the right tool suitable for your needs.

Here’s what to look for when choosing an email marketing software:

  • Affordable pricing: Massive bills can slow down growth. Look for platforms that offer good value, free plans, or trials so you can find what works for you.
  • Ease of use: The platform should be user-friendly for beginners and experts alike. Drag-and-drop editors are especially helpful.
  • Email automation: Automation features are important for creating seamless customer journeys. Pre-built templates and workflows save time and improve customer engagement.
  • Audience segmentation: The ability to segment your email lists helps you target different customer groups effectively, improving engagement and conversions.
  • Integrations: Ensure the platform integrates well with your existing tech stack, whether it’s Shopify, WooCommerce, or your CRM.
  • Transactional emails: Sending triggered emails after customer actions (such as purchases) reassures customers and improves the post-purchase experience.
  • Customer support: 24/7 support is essential, especially during high-sales seasons when you can’t afford downtime or issues with your campaigns.

Top-rated email marketing platforms by use case: features and pricing

We’ve compared the top email marketing services, highlighting their features, pros and cons, and pricing.

Platform Free plan/Trial  Pricing Best feature
Klaviyo Yes £20/month Dynamic content based on customer behaviour
Mailchimp Yes (Limited) £10/month Pre-made customer journeys
ActiveCampaign 14-day trial £25/month Advanced automated workflows
Omnisend Yes (Limited) £16/month Automatic branding for emails and popups
Constant Contact 14-day trial £9.99/month Event marketing features
HubSpot Yes £38/month In-depth analytics and CRM integration

 

Klaviyo

Best for: Businesses with a focus on advanced segmentation and automation.

Key features

  • Robust integration with Shopify, WooCommerce, and other e-commerce platforms.
  • Advanced segmentation tools for targeting specific customer behaviours.
  • Pre-built templates for abandoned carts, product recommendations, and more.

Pros

  • Excellent for personalisation and customer journeys.
  • High deliverability and detailed analytics.

Cons

  • Pricing can increase rapidly as your contact list grows.
  • A steeper learning curve for beginners.

Pricing
Free plan for up to 250 contacts.
Paid plans start at £20/month, depending on the number of contacts.

Our verdict: Klaviyo is an excellent choice for e-commerce businesses looking for powerful automation and detailed customer insights. It’s one of the best options for scaling and growing your online store.

HubSpot

Best for: Large businesses looking for an all-in-one marketing, sales, and CRM solution.

Key features

  • Built-in CRM with email marketing and automation.
  • A/B testing and detailed analytics for optimising campaigns.
  • Integration with Shopify and other major platforms.

Pros

  • Comprehensive features that go beyond email marketing.
  • Excellent for inbound marketing and detailed reporting.

Cons

  • Pricing can be steep, especially for smaller businesses.
  • The platform can be complex for beginners.

Pricing
Free plan available with limited features.
Paid plans start at £38/month.

Our verdict: HubSpot is a powerful tool for larger businesses or those heavily focused on inbound marketing. Its CRM, detailed analytics, and automation make it a fantastic all-in-one solution, though its cost may be a consideration for smaller businesses.

Mailchimp

Best for: Small businesses and entrepreneurs looking for a flexible and user-friendly platform.

Key features

  • Easy-to-use drag-and-drop email builder.
  • Pre-made customer journeys and automation workflows.
  • Integration with Shopify, WordPress, and other platforms.

Pros

  • Ideal for beginners, with a straightforward interface.
  • Affordable pricing for small businesses.

Cons

  • Limited automation features compared to more advanced tools.
  • Some issues with email deliverability at scale.

Pricing
Free plan for up to 500 contacts.
Paid plans start at £10/month.

Our verdict: Mailchimp remains one of the best platforms for smaller businesses. It’s flexible, affordable, and a great starting point for those new to email marketing.

ActiveCampaign

Best for: Businesses that require advanced automation and detailed customer journeys.

Key features

  • Visual automation builder for detailed workflows.
  • Integration with over 850 apps, including Shopify and WooCommerce.
  • SMS and email automation for multi-channel marketing.

Pros

  • Powerful automation tools.
  • Affordable pricing for businesses scaling their email campaigns.

Cons

  • Steeper learning curve compared to beginner-friendly platforms.
  • Limited design templates.

Pricing
14-day free trial available.
Paid plans start at £25/month.

Our verdict: If you’re looking for advanced automation features and have the time to master the platform, ActiveCampaign offers one of the best value-for-money solutions for growing businesses.

Omnisend

Best for: Businesses looking for a unified email and SMS marketing platform.

Key features

  • Multi-channel marketing via email, SMS, and push notifications.
  • Pre-built workflows for abandoned carts, order confirmations, and more.
  • Easy integration with major e-commerce platforms.

Pros

  • Ideal for e-commerce brands with multi-channel marketing needs.
  • Simple to use with excellent automation features.

Cons

  • Fewer advanced features for non-e-commerce businesses.
  • SMS credits are not included in the base plan.

Pricing
Free plan for up to 250 contacts.
Paid plans start at £16/month.

Our verdict: Omnisend is an excellent choice for e-commerce brands, especially those looking to unify their marketing across email, SMS, and web push. Its automation and segmentation tools make it a valuable asset for driving sales.

Constant Contact

Best for: Small businesses and event marketers looking for a straightforward email marketing solution.

Key features

  • Customisable drag-and-drop email editor.
  • Event marketing tools with registration forms.
  • A/B testing and list segmentation for targeted campaigns.

Pros

  • Great for event-based marketing.
  • Easy to use, with good customer support.

Cons

  • Fewer automation features than competitors.
  • Pricing can be higher for advanced tools.

Pricing
14-day free trial available.
Paid plans start at £9.99/month.

Our Verdict: Constant Contact is an ideal platform for small businesses with specific marketing needs, especially for events. It’s easy to use and offers solid support, but lacks some of the advanced features of other automation tools.

Final thoughts

Finding the best email marketing platform for your business depends on your specific needs. For advanced automation and e-commerce integration, Klaviyo and Omnisend stand out. Small businesses will find Mailchimp and Constant Contact user-friendly and affordable, while businesses that need more sophisticated workflows could look at ActiveCampaign. If you’re looking for an all-in-one solution, HubSpot is hard to beat.

Investing in the right email marketing tool will ensure your campaigns are optimised, helping you to engage with your audience, convert more leads, and grow your business.

6 powerful social media management tools to boost growth

Posted on by Khubi Ali

In today’s fast-paced digital landscape, staying on top of your social media game is crucial for business success. With social platforms constantly evolving and new ones emerging, managing your social media presence across organic and paid social can feel like an overwhelming job. That’s where social media management platforms come in, offering a streamlined approach to posting, engaging, and analysing your strategies and efforts.

Through our years of building and scaling brands via organic and paid social strategies; we’ve tested dozens of these management tools. Whether you’re a brand founder, business owner, or a marketing professional, these tools can help you maximise your social media impact while saving time and resources.

The best social media management tools at a glance

Hootsuite: Best for comprehensive social media management

Buffer: Ideal for straightforward scheduling and analytics

Sprout Social: Perfect for team collaboration and in-depth analytics

Later: Excellent for visual-focused platforms like Instagram

Agorapulse: Great for social inbox management and team workflows

Sendible: Solid all-rounder with good value for money

HubSpot: Powerhouse for integrating social media with a larger marketing strategy

When evaluating social media management platforms, we looked for

  • Multi-platform support (Facebook, Instagram, Twitter, LinkedIn, etc.)
  • Intuitive scheduling and publishing features
  • Robust analytics and reporting capabilities
  • Collaboration tools for teams
  • Social listening and engagement features
  • Integration with other marketing tools
  • Value for money

Let’s look at the top 6, best-reviewed social media management tools for growth and how they can help optimise your strategy.

Hootsuite: best for comprehensive social media management

Standout feature 

Hootsuite remains a powerhouse in the social media management arena. Its ability to manage multiple social networks from a single dashboard makes it invaluable for businesses juggling various platforms. It also offers extensive platform support and advanced scheduling features.

Key benefits

  • Supports over 20 social networks
  • Advanced scheduling with bulk upload options
  • Robust analytics and custom report generation
  • Team collaboration features

Pricing

  • From $49/month for the professional plan 
  • Team plans start at $129/month

Our verdict

For one of our lifestyle e-commerce clients we used Hootsuite to coordinate a multi-platform holiday campaign, resulting in a 35% increase in engagement across all their social channels.

Sprout Social: perfect for team collaboration and in-depth analytics

Standout feature 

Great for comprehensive reporting and team workflow tools; Sprout Social is a robust platform that excels in providing detailed insights and allows excellent team collaboration.

Key benefits

  • Advanced reporting and analytics
  • Social CRM tools
  • Team collaboration and task assignment features
  • Competitive analysis tools

Pricing

From $89/user/month

Our verdict

For a B2B client, we leveraged Sprout Social’s competitive analysis tools to refine the content strategy, resulting in a 48% increase in LinkedIn engagement over three months.

Later: excellent for visual content planning and scheduling

Standout feature 

Later is tailor-made for businesses that prioritise visual content, especially on Instagram and Pinterest.

Key benefits

  • Visual content calendar
  • Instagram Stories scheduling
  • Hashtag suggestions
  • User-generated content curation

Pricing

Free plan available; paid plans start at $15/month

Our verdict

Use Later’s media library to organise and tag your visual content for quick and easy access when planning your feed.

Agorapulse: great for social inbox management

Standout feature 

Agorapulse stands out with its excellent unified social inbox management features that make it easier for teams to handle customer interactions across platforms.

Key benefits

  • Unified social inbox
  • Automated moderation rules
  • Team collaboration tools
  • ROI reporting

Pricing

From $79/month for the Pro plan

Our verdict

We managed to improve the response time by 60% for an e-commerce client; using Agorapulse’s unified inbox, leading to higher customer satisfaction scores.

Sendible: solid all-rounder with good value for money

Standout feature 

Sendible offers a customisable dashboard and a comprehensive set of features; all at a competitive price point, thus making it an excellent choice for agencies and small businesses.

Key benefits

  • Customisable dashboard
  • Content suggestions and RSS feed integration
  • White-label reporting
  • Integrations with various third-party tools

Pricing

From $29/month for the Creator plan

Our verdict

Leverage Sendible’s content suggestion feature to keep your content pipeline full and engaging.

HubSpot: excellent for integrating social media with your broader marketing strategy

Standout feature 

Great for seamless integration with CRM and marketing automation; it is ideal for larger agencies and businesses. HubSpot’s social media tools are part of its broader marketing suite, making it an excellent choice for businesses looking to seamlessly align their social media strategy with their overall marketing and sales efforts.

Key benefits

  • Integration with HubSpot’s CRM and marketing tools
  • Social media content calendar and scheduling
  • Monitoring and engagement across multiple platforms
  • Detailed analytics and reporting tied to marketing ROI
  • Lead generation through social media

Pricing

Social media tools are included in HubSpot’s marketing Hub plans, starting at $800/month for the professional plan.

Our verdict

Larger agencies and businesses can leverage HubSpot’s integration capabilities to create seamless workflows between their social media activities and sales processes. For example, setup automated tasks for sales teams to follow up with leads who engage with specific social media content.

Choosing the right management  tool for your needs

Selecting the right social media management tool can significantly influence the impact of your content strategy and your digital marketing efforts. We recommend assessing your client’s specific needs, team size, and budget before making a decision. Many of these tools offer free trials, so don’t hesitate to test them out before committing to a subscription.

Remember, the best tools are those that align with your workflows and help you achieve your social media goals efficiently. Whether you’re looking to streamline your posting schedule, dive deep into analytics, or improve team collaboration, there’s a tool on our list that can help you optimise your social media strategy. 

‘Tis the season to scale: winning Q4 strategies for e-commerce brands to boost holiday sales

Posted on by Khubi Ali

As we enter Q4, the most critical time for e-commerce brands, it’s essential to have a game plan in place that ensures success through the holiday season. With events like Black Friday, Cyber Monday, and Christmas just around the corner, the stakes are high, and competition is fierce.

To help you have a profitable Q4, our e-book: ‘Tis the season to scale: a guide to making the most of the festive quarter, offers actionable insights that can transform your approach. Here is a quick glimpse into our proven Q4 strategies—but for the complete guide be sure to download the e-book!


For a deep dive into our Q4 strategies, holiday campaigns and checkout optimisations—download our Q4 playbook   

Getting ready for the holiday rush

To make the most of Q4, your business needs to be prepared on every front—consumer behaviours shift, buying journeys lengthen, and there’s no shortage of competition. Brands that align their strategies across channels and optimise their customer experience are more likely to thrive during this period.

Key strategies to level up for Q4 success

  • Timing is everything 

One major takeaway from our e-book is the importance of timing your campaigns. Consumers shop at different stages—some start as early as October, while others wait until the last minute in December. Planning your campaigns to hit all these stages is critical. Early shoppers might be looking for pre-holiday sales, while last-minute buyers need urgency-driven promotions.

Hot tip: Stagger your promotions and create a timeline that captures all types of shoppers, from early planners to impulse buyers.

  • Layer your offers

Rather than relying on a single promotion, offer different types of deals throughout the holiday season. Discounts, early bird flash sales, personalised bundled deals, and free gifts can all help you engage different customer segments at the right time. For example, while Black Friday may focus on discounts, offering exclusive bundles closer to Christmas can help you maximise revenue from last-minute shoppers. Moreover, offering personalisation and bundling products can appeal to shoppers looking for unique, thoughtful gift sets. This not only adds value for the customer but also increases average order value for your business.

Hot tip: Think beyond the standard discount. Create value with bundles and gift sets, or offer something special like free expedited shipping for those last-minute purchases.

  • Optimise your website for conversions

Your website is often the first touchpoint for shoppers, so it needs to be fully optimised. From mobile compatibility to fast load times and seamless navigation, small tweaks can make a big difference. Make sure your site is ready for the influx of traffic and is designed to guide shoppers smoothly from discovery to checkout.
Review your website’s user experience now to avoid missing out on conversions during peak shopping periods.

  • Personalised email campaigns 

Email marketing is still one of the most effective tools in your Q4 arsenal. Sending personalised, timely, and engaging emails can help keep your brand top of mind throughout the holiday season. Whether it’s early access to sales or a last-chance reminder, strategic email campaigns can keep customers engaged and ready to buy. Create segmented email campaigns tailored to different customer behaviours, offering personalised deals that cater to their specific needs.

Hot tip: Make sure to pace your emails well to avoid overwhelming your audience, but keep them engaged throughout the season. If you need help optimising your email marketing strategy, we have curated an email flows checklist to help you do just that.

  • Craft tailored campaigns for demographic preferences

One key takeaway from this year’s consumer survey is the importance of aligning holiday marketing strategies with specific demographic preferences. Consumer behavior varies significantly based on factors such as age, location, and spending habits, so tailoring your campaigns to match these differences can give your brand a competitive edge. For example, younger consumers (18-24) are more likely to splurge on high-end items like fashion and tech, while older demographics tend to prioritise practical gifts.

Hot tip: Shoppers in urban areas, particularly in London, are more inclined to support smaller, independent brands and may be swayed by eco-friendly or sustainable product offerings. By leveraging this data, brands can create personalised campaigns that highlight luxury products for younger audiences or focus on practical gifts for older shoppers.

Boost your sales this Q4

The holiday season presents a golden opportunity for e-commerce brands to grow, but preparation is key. From optimising your website to crafting layered promotions and running personalised email campaigns, success lies in a thoughtful, data-driven approach.

To learn how to implement these strategies and end the year strong, be sure to download the full e-book for an in-depth look at what it takes to drive success this Q4.


For a deep dive into our Q4 strategies, holiday campaigns and checkout optimisations—download our Q4 playbook   

Top 5 e-commerce payment gateways for your online store: UK edition

Posted on by Khubi Ali

As e-commerce continues to thrive, choosing the right payment gateway is crucial to ensure a seamless shopping experience for your customers. In 2021, e-commerce accounted for 30% of the UK’s total retail market, with revenue projections reaching $194.1 billion by 2027. Whether you are a startup or an established business, having a reliable payment system can influence your checkout process, customer experience, and ultimately, your sales.

Here we look at some of the best payment service for your business; comparing their features, fees, and pros & cons, to help you decide which of these top payment solutions is suitable for your online store.

PayPal

PayPal is one of the most recognisable names in the online payments industry. They are widely trusted by businesses and customers across the globe. Known for its ease of use and security, PayPal offers a wide variety of payment options, including credit and debit cards, digital wallets, and even cryptocurrency in some regions.

PayPal remains a heavyweight in the e-commerce payment world, and with good reason.

Key features

  • Multiple payment options, including PayPal Checkout, Pay Later or Pay in 4 solutions, and crypto.
  • Quick setup and easy integration with platforms like Shopify and WooCommerce.
  • Trusted by over 100 million active users worldwide.
  • Instant access to funds.
  • Seller protection on eligible transactions.

Pricing

  • Transaction fees for domestic payments range between 1.2% and 2.9%, depending on the payment method, plus a small fixed fee.
  • No setup costs.

Pros

  • High trust factor among customers.
  • Simple integration with most major e-commerce platforms.
  • Offers a variety of payment methods, boosting customer convenience.

Cons

  • The fee structure can be confusing and costly for certain types of transactions.
  • Disputes often favour buyers, which can be challenging for merchants.

Our verdict

Best suited for small to medium-sized businesses that need a globally recognised payment system with instant credibility. It’s widespread acceptance and ease of use tend to justify the higher fees for international retailers.

Stripe

Stripe is yet another top contender in the payment gateway market, known for its developer-friendly design and wide array of payment methods. It is ideal for businesses looking to offer flexible payment options like recurring billing or Buy Now, Pay Later services.

Key features

  • Supports over 100 payment methods, including local options like SEPA and Bancontact.
  • Customisable checkout options with APIs and integrations for various e-commerce platforms.
  • Has advanced fraud protection tools like Stripe Radar.
  • Supports credit/debit cards, mobile payments, and local payment methods.
  • Offers recurring billing and invoicing options.
  • Has robust fraud protection tools.
  • Offers customisable checkout experience.

Pricing

  • Additional fees for international cards and currency conversion
  • Domestic cards: 1.5% + 20p per transaction.
  • International cards: 3.25% + 20p, with an additional 2% fee for currency conversion.

Pros

  • Wide range of payment options, including Apple Pay, Google Pay, and Afterpay.
  • Competitive fees, especially for UK transactions.
  • Strong fraud protection and customisable features.

Cons

  • More technical setup compared to PayPal.
  • Transaction fees are not refunded in case of disputes.

Our verdict

Best for businesses with a strong developer team or those that require custom features. Stripe’s competitive pricing, extensive feature set and wide range of payment options make it perfect for growing businesses with a need for customisation.

Square

An excellent choice for businesses that operate both online and offline, Square provides seamless payment processing for in-person and e-commerce sales. Originally designed as a point-of-sale (POS) system, Square has since expanded into the online space, making it ideal for retailers who need to manage both types of transactions in one platform.

Key features

  • POS systems and online payments are integrated into a single dashboard.
  • Supports popular mobile payment methods like Apple Pay and Google Pay.
  • Allows recurring billing and Buy Now, Pay Later options through Afterpay.
  • Built-in e-commerce platform (Square Online Store).
  • No chargeback fees.
  • Free dispute management

Pricing

  • Standard transactions: 2.9% + 30p.
  • Afterpay transactions: 6% + 30p.

Pros

  • Perfect for businesses that handle both physical and online transactions.
  • Transparent pricing structure with no chargeback fees.
  • User-friendly interface, especially for small businesses.

Cons

  • Fewer online payment options compared to competitors like Stripe.
  • Higher fees for Afterpay transactions.

Our verdict

Ideal for small brick-and-mortar stores that are expanding online. Square’s seamless integration between online and offline sales makes it particularly attractive for businesses with both physical and digital presence.

Worldpay

Worldpay is a trusted and established payment gateway in the e-commerce industry, known for its robust security features and global reach. With support for over 120 currencies, it provides businesses with the ability to process payments seamlessly across borders. Its reliability and comprehensive fraud protection features instill trust in customers, offering a secure and streamlined checkout experience that can help boost conversions for your online store.

Key features

  • Provides a variety of payment options, including credit/debit cards and mobile payments.
  • Offers in-depth reporting and analytics.
  • High-level fraud prevention measures.
  • Accepts payments in over 120 currencies.

Pricing

  • UK domestic: 2.75% + 20p per transaction.
  • International payments: additional fees apply

Pros

  • Trusted by large enterprises for secure and scalable payment solutions.
  • Supports international payments in multiple currencies.
  • Advanced fraud detection and chargeback protection.

Cons

  • Higher setup fees compared to other gateways.
  • Monthly fees may not be ideal for small businesses.

Our verdict

Best for large enterprises or businesses with international reach. Worldpay is ideal for scaling businesses that prioritise security and need multi-currency support, with strong fraud protection features.

Klarna

Klarna has made a name for itself by offering flexible payment options that can boost conversion rates, especially for higher-ticket items. Known for its Buy Now, pay later option, Klarna appeals to customers looking for payment flexibility while allowing merchants to receive payment upfront.

Key features

  • Offers multiple payment options, including “buy now, pay later.”
  • Merchants receive payment immediately, regardless of customer payment plans.
  • Can increase average order value and improve checkout conversions.
  • Integrates smoothly with many major e-commerce platforms.

Pricing

  • Klarna’s pricing varies depending on the services provided and the agreement with the merchant.

Pros

  • Flexible payment options increase customer satisfaction and sales conversions.
  • Easy integration with leading e-commerce platforms.
  • Helps boost average order value by offering customers flexible financing.

Cons

  • Pricing details are not publicly available and require direct contact with Klarna.
  • Some customers may have concerns about using financing services, depending on their financial situation.

Our verdict

Best suited for retailers selling higher-ticket items where flexible payment options can make a difference. Klarna helps merchants boost conversions, especially for customers looking for payment flexibility.

E-commerce payment gateway comparison

Payment Gateway Transaction Fees Pros Cons
PayPal 3.49% + $0.49 per transaction Trusted by millions
Instant access to funds
Easy to use		 High transaction fees
Disputes often favour customers
Refund fees not returned
Stripe 2.9% + $0.30 per transaction (+1% for international cards) Competitive fees
Great for recurring payments
Excellent fraud protection		 Setup can be complex
Support can be inconsistent
Transaction fees not refunded
Square 2.9% + $0.30 per transaction
6% + $0.30 for Afterpay		 Ideal for in-person & online sales
Transparent pricing
No chargeback fees		 Fewer online payment options
Higher Afterpay fees
Limited online features
Amazon Pay 2.9% + $0.30 per transaction
3.9% for cross-border payments		 Trusted brand recognition
Competitive fees
Refunds return transaction fees		 Inconsistent support
Account freezing issues reported
Klarna Contact Klarna for pricing Flexible for customers, boosting conversions
Merchant paid upfront
Popular with large retailers		 Lack of pricing transparency
Limited fraud protection info
Some refund-related complaints

Final thoughts

“When choosing the right payment gateway, pick based on your specific business needs, target market, and growth plans. Consider factors like fees, ease of use, fraud protection, and customer preferences when making your decision. Remember, offering multiple payment options can increase your conversion rates and cater to a wider range of customers.

As you grow your e-commerce business, regularly review your payment gateway performance and be open to testing new options. The right mix of payment systems can significantly contribute to your online store’s success.”

Arham Khan, CEO, Pixated