Category: Social media marketing

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.

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. 

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

The state of the DTC nation report 2024: unpacking key insights and takeaways

Posted on by Khubi Ali

Every year, we conduct an extensive DTC brand survey inviting over 1,000 decision-makers and marketers from across the UK and USA to share their two cents about e-commerce advertising. 

We use the survey’s insights to curate an annual report, which guides and informs our direct-to-consumer strategies throughout the year. The 2024 report presents an in-depth look at the current state of the DTC market, focusing on primary challenges, revenue dynamics, and growth marketing strategies. 

This year’s survey drew responses from various industries, including skincare, beauty, health, fitness, fashion, food, beverage, and more. The findings reveal how brands are navigating increased competition, rising costs, new e-commerce trends and shifting consumer behaviours.

Here is an overview of the key insights, takeaways and DTC marketing trends from this year’s survey…


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

Marketing budgets on the rise

As global advertising and marketing spend continues to grow, brands are increasing their investment in marketing to stay competitive. With a projected 7.7% rise in global marketing spend in 2024, businesses are recognising the need to allocate more resources toward their marketing efforts.

Our survey reveals that brands are following this trend, with a notable increase in marketing budgets. They are not only allocating a significant portion of their revenue to marketing but also prioritising channels that deliver measurable ROI.

The importance of ROI in marketing decisions

Strategic allocation of marketing budget is essential for driving growth and maintaining a competitive edge in the increasingly crowded e-commerce landscape.

The participating brands unanimously agreed that the emphasis on ROI is more critical than ever. Businesses are no longer just spending on marketing because it’s a necessary expense; they are investing in marketing as a core driver of growth. This shift in mindset is reflected in the strategic allocation of budgets toward channels that are not only cost-effective but also capable of delivering tangible results.

Our survey found that businesses are increasingly prioritising channels that allow for clear measurement and optimisation. This trend is particularly evident in the growing investment in data-driven marketing strategies. By leveraging data analytics, businesses are tracking the performance of their campaigns in real-time, making adjustments as needed to enhance effectiveness. This level of insight and adaptability is what sets successful DTC brands apart in today’s competitive landscape.


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

 

Rising competition and costs

The competitive e-commerce marketing landscape is driving costs up, particularly in paid media. Meta’s CPM has fluctuated but remains high overall. 

Paid search continues to be a top-performing channel for fashion retailers but presents challenges for the food, beverage, health and fitness sectors due to escalating costs. To navigate this high-cost environment, diversifying the marketing mix and exploring lower CPM platforms is recommended.

Navigating platform changes

Email marketing faces new challenges with updates from Google and Yahoo, including stricter spam filters and enhanced privacy features. However, marketers can navigate these changes by focusing on compliance, list management, and authentication to ensure effective email deliverability

Overview of top and underperforming marketing channels

According to our survey, some marketing channels emerged as clear winners, while others struggled to deliver results. 

  • Email marketing stood out as one of the most effective strategies for DTC businesses, offering high personalisation, cost-efficiency, and strong direct communication with customers. A powerful tool that brands are leveraging to maximise engagement and conversions in 2024.
  • Organic social, on the other hand, proved to be less effective, often hindered by low reach and engagement challenges.
  • Paid social offered mixed results, performing well for some sectors but underdelivering for others. Businesses are finding success by focusing on detailed audience segmentation and innovative content strategies.

Reasons to be hopeful

Despite some challenges, there are several reasons to be optimistic 

  • The global e-commerce market is expected to surpass $5.8 trillion in 2024, indicating robust growth potential. 
  • According to the OECD Economic Outlook 2024 report, signs of economic recovery are evident, with consumer confidence and spending rebounding.
  • Consumer spending on brands is expected to rise by 15% in 2024 as digital shopping habits become more entrenched and the economy stabilises.
  • Social commerce platforms like TikTok Shop are revolutionising consumer shopping behaviours by integrating entertainment and e-commerce, which is expected to grow by 20% in 2024.

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

Boost your Meta dynamic product ads with these customisation tips

Posted on by Khubi Ali

Are your Meta dynamic product ads getting lost in the crowded ad ecosystem? Want to make sure your ads stand out from your competitor’s ads and drive better revenue? 

Read on, as our creative strategists reveal hacks and tips to make your dynamic product ads stand out and boost revenue.

“Your dynamic product ads need a creative differentiating strategy that follows the rules to get results but also ensures your ads don’t end up looking like everyone else’s! This is a tricky balance to strike but one that can get you results. Your dynamic product ads, if customised to represent the brand and its unique identity, can reap substantial results.” – Nazanin Faghihi, Performance Marketing Manager.  

By customising your dynamic product ads to represent your brand, you create brand awareness and recall and can significantly enhance ad performance and boost revenue. To optimise your DPAs, try these simple hacks and tricks that have helped us scale countless brands and generate millions in revenue.  

But first, how do DPAs work?

Dynamic Product Ads (DPAs) automatically showcase the most relevant products to each customer, leveraging Meta’s algorithm and data. All you need to do is connect your product catalogue to the platform and create a dynamic product ad campaign. Then you can let the platform handle targeted advertising by showing the most relevant product(s) to each customer—making this ad type one of the most favourable ones for e-commerce brands.  

Here are ten hacks for DPA customisation with examples…

1. Change the background

 

 

Switch the plain white background to an engaging colour that captures attention and aligns with your brand identity. You can choose the colours and fonts to incorporate your branding into your ad creatives. This Clarins ad makes good use of its brand colours and product texture in the ad.

2. Include sale information

 

Displaying the product price might help, but highlighting the original and discounted price together to make the savings prominent and attractive works wonders. It plays with the customer’s psychology by tempting them to shop for the offer price while it lasts.  

For instance, during Christmas, this cookware brand ran Christmas-themed holiday deals, urging customers to buy gifts with a strikethrough price alongside the discounted price, emphasising the value customers are getting.

3. Use multi-dimensional product shots

 

 

Showing multiple angles of your products helps provide a better view, which in turn helps increase engagement. A furniture store, for example, can showcase a sofa from different angles to display its many features, comfort, storage etc. or show it in various room settings, helping customers visualise it in their own space. A cookware brand on the other hand can also use multi-dimensional product shots to showcase product features like this ad by Magic Kitchen does for its utensils and it’s material.

 

4. Customise design to match your brand

 

For DPA customisation, you must make sure the ad creative is in sync with your brand’s design language. You can achieve this by adding the logo and branding assets within the creative. This practice helps build trust and leverages brand recognition. For example, Happy Mammoth, a supplement brand uses its logo within the creative to hold the various product and natural elements of the ad together, reinforcing its identity as a natural product for women.

 

5. Create campaign-specific and seasonal ads

 

You can tailor your ads for specific events, seasons or campaigns to increase relevance and urgency. A good example of seasonal and relevant ads is this one by Gymshark, where the ad copy reads ‘gym girl summer’ with the ad creative featuring Gymshark products on a model sitting in the sun making it a summer campaign.

 

6. Highlight urgency and scarcity

 

 

Apart from seasonality and relevance, your dynamic product ads can also have ad copy that establishes scarcity to trigger action. Just the way this ad copy says ‘this crazy deal is ending soon’ to encourage quick purchases. You can run deals and sales for national holidays to prompt immediate action as this skincare brand has done for the 4th of July.

7. Emphasise unique selling points

 

Differentiate your products by highlighting unique features or benefits. For instance, this beauty brand showcases multiple complementary products that help attain glass skin, appealing to shoppers looking for particular results, which also happens to be a huge skin trend.

8. Use social proof

 

Incorporating customer reviews or testimonials to build trust and credibility is another great way of DPA customisation. This cosmetics brand has displayed 5-star reviews from 250,000+ satisfied customers, boosting confidence in the product’s quality and popularity.

9. Add frames to highlight products

 

Use frames to highlight the product and have fun with your ads to stand out in a sea of plain backgrounds and bland designs. This furniture brand uses a sleek, modern frame to highlight its chic products and designs, aligning with its brand image and aesthetic.

10. Highlight product features

 

 

Another way to improve CTR is by making products prominent and providing essential product features and information. An ad where the product has its features, battery life etc. labelled clearly will help customers make quick decisions.

Is your e-commerce brand ready for TOF marketing?

Posted on by Khubi Ali

“Top-of-funnel marketing is a powerful strategy for building brand awareness and attracting new audiences. However, it’s crucial for e-commerce brands to ensure they’ve maximised their direct response efforts, tested new platforms, and built a strong presence before diving in. By focusing on these foundational elements, brands can create a robust framework for successful TOF marketing campaigns.” 

– Arham Khan, Founder & CEO, Pixated

 

Top-of-funnel (TOF) marketing focuses on building brand awareness among a broad audience to remain top of mind for potential customers whilst also onboarding newer audiences. While appealing, it may not be suitable for all stages in the life cycle of a DTC brand.

Let’s find out when is an optimal time for an e-commerce brand to run upper-funnel marketing campaigns and what it is that DTC brands need to ensure before they start TOF marketing. 

When is the right time for TOF marketing?

The right timing to implement Top-Of-Funnel marketing campaigns is crucial for its success. 

When brands should consider TOF

  1. They have a stable customer acquisition cost (CAC) and positive ROI on bottom-of-funnel efforts.
  2. Their conversion rates from middle and bottom-of-funnel campaigns are consistently strong.
  3. They have a solid understanding of their target audience and buyer personas.
  4. They have reached audience fatigue (a saturation point with their in-market audience) or are experiencing reduced campaign effectiveness over time.
  5. There’s a need to expand their customer base beyond their current reach.
  6. They have the resources (both financial and human) to sustain a long-term TOF strategy.

Benefits and challenges of TOF marketing

Benefits

  1. Increased brand awareness and recognition
  2. Broader reach to potential customers
  3. Establishment of thought leadership in the industry
  4. Potential for viral content and organic growth
  5. Building a pipeline for future conversions

Challenges

  1. Longer time to see tangible ROI
  2. Difficulty in attributing sales directly to TOF efforts
  3. Requires consistent, high-quality content creation
  4. Risk of attracting unqualified leads
  5. Balancing broad appeal with targeted messaging

Real-world examples of TOF success for DTC brands

Dollar Shave Club: Their viral video “Our Blades Are F***ing Great” is a prime example of successful TOF marketing, garnering millions of views and significantly boosting brand awareness.

Casper: The mattress company uses several functions of content marketing, including a sleep-focused publication called “Woolly,” to provide value, educate and engage potential customers at the top of the funnel.

Gymshark: Leveraged influencer marketing and user-generated content to build a strong community and brand awareness among fitness enthusiasts.

Metrics to track when running TOF campaigns

When engaging in TOF marketing, brands should monitor

  1. Brand awareness metrics (e.g., brand recall, recognition)
  2. Engagement rates (likes, shares, comments)
  3. Website traffic and new visitor rates
  4. Time spent on site and pages per session
  5. Email newsletter sign-ups
  6. Social media follower growth
  7. Share of voice in the industry
  8. Long-term customer value

Content strategies for TOF marketing

  1. How-to guides and tutorials related to your product or industry
  2. Informative blog posts and articles
  3. Engaging social media content (e.g., Instagram Reels, TikTok videos)
  4. Podcasts or webinars featuring industry experts
  5. Interactive tools or calculators relevant to your audience
  6. Infographics summarising industry trends or statistics
  7. User-generated content campaigns
  8. Virtual events or workshops

Integration with the overall marketing strategy

TOF marketing should seamlessly integrate with your overall marketing funnel

  1. Ensure consistent messaging across all funnel stages
  2. Use TOF content to nurture leads into middle and bottom-of-funnel campaigns
  3. Retarget TOF audience with more targeted messaging as they move down the funnel
  4. Use insights from bottom-of-funnel conversions to refine TOF targeting
  5. Align TOF goals with overall business objectives

Budget considerations for upper-funnel campaigns 

  1. Start with a small, experimental budget to test TOF strategies
  2. Gradually increase the budget as you see positive results
  3. Consider reallocating some bottom-of-funnel budget if those efforts have plateaued
  4. Invest in content creation and distribution channels
  5. Factor in long-term ROI rather than immediate conversions

Technology and tools for upper-funnel marketing

  1. Social media management and listening tools (e.g., Brandwatch, Sprout Social)
  2. Analytics platforms (e.g., Google Analytics, Mixpanel)
  3. Marketing automation tools (e.g., HubSpot, Mailchimp)
  4. SEO tools (e.g., SEMrush, Ahrefs)
  5. Video creation and editing tools (e.g., Canva, Adobe Premiere)

Future trends in Top-Of-Funnel marketing

  1. AI-powered personalisation of TOF content
  2. Augmented reality experiences for product visualisation
  3. Voice search optimisation for smart speaker users
  4. Interactive and immersive content (e.g., 360-degree videos)
  5. Increased use of micro-influencers for niche audiences
  6. Sustainability and social responsibility messaging
  7. Hyper-local targeting for brick-and-mortar tie-ins

Implementing a robust TOF marketing strategy requires a shift in perspective and approach. While immediate results are tempting, overemphasis on short-term metrics can distort the true impact of marketing efforts. 

Success in TOF marketing demands a holistic view, with regular reassessment of attribution models and close monitoring of upper-funnel strategies. This comprehensive approach provides a clearer picture of marketing effectiveness, enabling brands to build lasting customer relationships and brand affinity. By balancing immediate success with a long-term vision, e-commerce brands can create a sustainable upper funnel strategy that complements their overall marketing ecosystem and drives significant return over time.

 

Creativity vs. Data: the art and science of e-commerce marketing

Posted on by Khubi Ali

Creativity vs. data! Art vs. science! We settle the debate between following hard data and trusting creative instincts.

While the e-commerce landscape is evolving at breakneck speed, one debate remains stubbornly constant: which is more important, the analytical data-led approach, or human intuition and creativity? Which of the two is a tactical necessity for creating impactful growth marketing strategies?

DTC Twitter is rife with hot takes on the subject, and there are strong arguments from both sides. However, as a digital marketing agency committed to growth, we see value in both. The answer lies in the subtle interplay between the science and the art of marketing.

A modern marketer needs to function as both an artist and a scientist. The key to succeeding in e-commerce marketing is finding a balance that leverages the strengths of both data and creativity.

Let’s unpack how these two seemingly opposing functions can work together to drive e-commerce success.

Understanding the left and right brain dynamic

Traditionally, marketing teams have framed the creativity vs. data debate in terms of “right brain” vs. “left brain” thinking. However, recent neuroscience research shows that this oversimplified view of brain function is not entirely accurate.

While the brain’s left hemisphere is often associated with logical and analytical tasks, and the right hemisphere with creative and intuitive thinking, modern neuroscience reveals that brain function is far more complex and interconnected. Both hemispheres work together in most cognitive tasks, including those involving logic, creativity, language, and spatial reasoning.

This insight shifts our understanding of the creativity vs. data debate. Rather than viewing it as a conflict between two distinct modes of thinking, we can see it as a synergy between complementary approaches: the art and science of marketing.

E-commerce: where does art fit in?

In today’s digital marketplace, simply having a store, an online presence and a well-organised inventory isn’t enough. That may have been the approach to e-commerce marketing a few years ago but today’s informed consumer demands more. That is where the art of brand storytelling comes into play.

The modern consumer seeks more than just products; they crave personalised experiences and connections.

Crafting a unique narrative for your brand

Humans are naturally drawn to stories and narratives that resonate with them. These narratives shape brand perceptions and influence the consumer’s decisions in countless ways. For e-commerce businesses, weaving a compelling narrative around a brand can be the key differentiator in a crowded market. The goal should be to use consumer psychology to craft compelling ad copy and stories to forge an emotional bond with the customers that can endure beyond the point of purchase.

Creating a lasting impression requires more than just a functional website or clever marketing. It’s about guiding your visitors through a journey that reflects your brand’s unique personality and values. This journey begins the moment they first come across your ad and continues all the way to the purchase and beyond.

The visual impact

Research indicates that the visual elements of an online store play a crucial role in purchase decisions. A well-designed, visually appealing website or ad can significantly increase the likelihood of a conversion. This underscores the importance of investing in industry-specific visuals and an intuitive user interface.

As a result, success in e-commerce isn’t just about what you sell, but how you sell it. By embracing creativity and the art of storytelling through copywriting and design, brands can create impactful digital shopping experiences that convert.

The objectivity of data and science

Data serves as the backbone of modern e-commerce, offering objective insights that drive decision-making. Its power lies in its ability to reveal patterns, predict trends, and inform strategies with factual precision. E-commerce platforms and brands leverage data insights to optimise everything from inventory management to customer segmentation and ad strategies.

However, data alone isn’t enough. While it can enable hyper-targeting and personalisation of ad content, it may fall short in capturing the nuances of human experience. For example, an algorithm might suggest Father’s Day promotions to all customers who’ve previously bought men’s products, potentially causing distress to anyone who may have recently lost their father.

This is why successful e-commerce advertising requires a synergy between data-driven insights and human empathy. Data provides the ‘what’ and ‘when’ of customer behaviour, while human intuition adds the crucial ‘why’ and ‘how’ to create truly impactful campaigns.

The science of marketing

Data-driven analysis and decision-making

The scientific, analytical approach is all about leveraging data to make informed decisions. In e-commerce marketing, this includes:

  1. Media buying: Using data to precisely target customers and optimise ad spend.
  2. Growth strategy/Performance analysis: Tracking KPIs and ROI to refine marketing strategies.
  3. A/B testing: Continuously improving based on quantifiable results.

Analytical thinking is driven by logic, therefore, in digital advertising, it is characterised by a focus on metrics, data analysis, and growth strategies. It’s about understanding consumer behaviour and using that information to create targeted campaigns.

The importance of this approach is highlighted in a study from McKinsey that found that companies using data analytics extensively are 23 times more likely to outperform their competitors in new customer acquisition.

The art of marketing

Creative storytelling and psychological narratives

The creative and artsy aspects of e-commerce marketing involve understanding consumer psychology and establishing an emotional connection with them using human expression:

  1. Creative strategy/Brand storytelling: Crafting compelling narratives via copywriting and content creation that resonate with customers.
  2. Visual design: Creating eye-catching visuals that stand out in crowded marketplaces.
  3. User experience: Designing intuitive, enjoyable shopping journeys.

Right-brain thinkers excel in creative problem-solving, generating innovative ideas, and thinking outside the box. This creative approach is crucial, as evidenced by a Forrester report which found that emotion-driven brands enjoy a 41% higher market share.

Science (data) X Art (creativity)

Here’s how they work together across different stages of e-commerce marketing:

  1. Growth strategy:
    • Data: Market analysis, competitor benchmarking
    • Creativity: Innovative growth hacks, unique value propositions
  2. Media buying:
    • Data: Data-driven audience targeting, budget allocation
    • Creativity: Creative ad placements, innovative channel selection
  3. Creative strategy:
    • Data: Evaluate performance data from previous and competitor campaigns
    • Creativity: New creative concepts, psychological and emotional storytelling
  4. Ad production:
    • Data: A/B testing different elements
    • Creativity: Crafting visually appealing, resonant and industry-specific ad content. Also creative testing winning ads.

This balanced approach is supported by research. A study by Google and CEB found that B2B customers who perceived value in both business and personal aspects were 60% more likely to make a high-value purchase. While this study focused on B2B, the principle applies equally to e-commerce, where both rational decision-making and psychological connection drive purchases.

A strategic balancing act

Data-informed creativity: Use analytics to identify trends and customer preferences, then use these insights to fuel creative ideation.

Creative data visualisation: Present complex data in visually appealing and easy-to-understand formats to make it more accessible and actionable.

Emotionally intelligent automation: Implement AI and automation tools that can analyse customer behaviour to decode and analyse sentiments while also understanding the consumer psyche.

Storytelling powered by stats: Build compelling narratives in your ads, informed by hard data to create marketing messages that appeal to both logic and emotion.

Intuitive UX design backed by user data: Create user experiences that feel intuitive and emotionally satisfying, but are grounded in solid user behaviour data.

The art and science of marketing are NOT mutually exclusive

Data will always remain a precious commodity in e-commerce. However, as artificial intelligence tools create numerous innovative marketing opportunities in the rapidly changing marketing environment, brands that effectively combine human intuition, creativity and data insights will maintain a competitive advantage.

While data and AI are powerful tools, the human element remains crucial in developing marketing campaigns that truly resonate with audiences. The most successful marketers therefore will be those who can leverage both logical analysis and creative imagination to craft effective strategies in an increasingly complex and technologically advanced marketplace to create compelling ad campaigns and narratives that resonate strongly with the audiences.

Labour’s victory and what it means for digital advertising

Posted on by Khubi Ali

Labour’s landslide victory under Sir Keir Starmer marks a potential turning point for the UK’s digital advertising landscape. While Labour’s manifesto didn’t explicitly target our industry, the ripple effects of their broader policies could reshape how we operate.

Let’s unpack what this election result might mean for digital marketers.

Google search: balancing AI and human touch

Labour’s stance on AI regulation could shake up the search advertising world. Their focus on “safe development and regulation” might impact automated bidding and smart campaigns.

What it could mean

  • A potential shift back to manual optimisation
  • More level playing field for smaller marketing teams and agencies without access to expensive AI tools
  • Increased emphasis on human creativity in campaign management

Industry impact

According to a recent study by Deloitte, 73% of organisations are already using AI in their marketing efforts. Labour’s policies could slow this adoption rate, potentially affecting campaign efficiency in the short term.

Social media: new rules of engagement

Labour’s commitment to strengthening equality could lead to stricter regulations on ad targeting, especially regarding protected characteristics like gender and age.

Potential changes

  • More limited demographic targeting options
  • Greater focus on interest-based and behavioural targeting
  • Increased scrutiny of ad content for bias or discrimination

Pro tip: Start developing more nuanced, content-driven targeting strategies now. They’ll likely become invaluable in the near future.

The bigger picture: adapting to a changing landscape

Labour’s victory is part of a global trend towards increased tech regulation and data privacy protection. The UK’s approach under Labour could set precedents influencing digital advertising worldwide.

Key trends to watch

Sustainability focus: With Labour emphasising sustainable growth, expect increased demand for eco-friendly products and services. According to Nielsen, 73% of millennials are willing to pay more for sustainable offerings.

Education reform: Labour’s plans to revamp creative education could reshape our talent pool long-term. Prepare for a workforce with potentially different skill sets and perspectives.

Economic shifts: Labour’s economic policies could affect consumer spending patterns. Stay agile and ready to pivot your strategies accordingly.

Strategies for success

Diversify skills: Invest in both traditional and cutting-edge marketing techniques.

Embrace ethical advertising: Develop targeting strategies that don’t rely on potentially problematic demographic data.

Content is king (again): With potential targeting limitations, compelling content becomes even more crucial.

Stay informed: Keep a close eye on policy developments and be ready to adapt quickly.

Engage in dialogue: Participate in industry discussions to ensure our voice is heard in policy-making processes.

The road ahead

The Labour victory doesn’t spell doom for digital advertising. Instead, it presents an opportunity to innovate and create more responsible, effective marketing strategies.

As the rules of the game change, the marketing teams that thrive will be those that can balance compliance with creativity, and ethics with effectiveness. It’s a challenge, but hopefully a fun one.

10 Influencer marketing trends for 2024

Posted on by Khubi Ali

Trends that are redefining an already booming creators’ economy…

Despite the economic challenges of the post-COVID world, influencer marketing and creators’ economy is worth $250 billion and is anticipated to leap to an impressive $480 billion by 2027, according to Goldman Sachs estimates.

As the popularity and demand for creators continue to grow; marketers are expected to increase their spend and double down on their strategies. Whilst the trends this year draw heavily from the practices of last year; campaigns are certainly about to become more granular and focused on refined strategies.

In this report, we take you through what’s trending in the creator realms and look at what is expected to shape up the influencer marketing industry in the coming months. From popular platforms to inventive content strategies, we unravel trends that will reign supreme in this world where influence is currency.

1. Harnessing sub-cultures and niche communities

As the industry grows, creators who are immersed in cultural conversations and can speak directly to relevant consumer groups in a meaningful way will be preferred. Brands now see value in targeting specific communities that resonate and build loyal, engaged audiences. To truly resonate with customers in more nuanced spaces, marketers are now looking to explore the subcultures and niche conversations most likely to connect with their audience and truly drive action.

Creators who are proactive within cultural spaces will be key to navigating this effectively. Specificity will now be key. Influencer intelligence will help brands harness subcultures by identifying the right talent that can help them lead relevant conversations through detailed data analysis.

For example; Supreme leverages its roots in the skateboarding subculture by collaborating with skaters and artists. Their limited edition drops and influencer partnerships create hype and exclusivity.

Tool suggestions:

AspireIQ: Helps brands identify and manage relationships with creators in specific niches.

HYPR: Provides detailed data and analytics to find influencers who resonate with the brand and its audience.

2. Micro, nano influencers and content creators

It is important to note that the terms aren’t mutually exclusive, and many individuals may identify as both content creators and influencers based on their activities and goals in the digital space. These terms are fluid, and individuals prioritise different aspects of content creation and influence depending on their niche, approach, and the evolving digital landscape.

Influencers and creators who value authenticity over aesthetics enhance the resonance and relatability aspect of branded content. Content creators like these give brands unique access to niche audiences and intimate communities. They are known to have the most committed communities, providing access to authentic product recommendations. These people cultivate spaces where shared interests and authentic dialogue thrive.

This trend has effectively redefined the essence of being a social media influencer, focusing on resonance within communities rather than reach, thus democratising the space and reshaping the archetype.

Example: Bite Toothpaste Bits works with nano-creators to promote their eco-friendly toothpaste, emphasising authenticity and sustainability.

Tool suggestion: Use platforms like AspireIQ or Traackr to find and manage influencers and content creators, ensuring effective and efficient collaborations.

3. Niche gets nicher

As influencer marketing matures, brands are increasingly focused on hyper-targeted niches to reach high-intent, engaged audiences. This approach allows for more personalised and effective marketing campaigns. In order to drive brand engagement and awareness amongst specific niches, brands are also beginning to recognise the value and importance of choosing the right creators as messengers for the right brands.

For example, the beauty tech brand, Foreo, leverages AI to streamline its creator selection and campaign management, resulting in highly targeted and successful marketing efforts.

Tool suggestion: HypeAuditor uses AI to provide in-depth analytics and insights on influencers, helping you identify the best partners for your brand within specific niches. It ensures you collaborate with authentic creators by detecting fraudulent activity.

4. The rise and rise of livestream shopping

Live shopping events, where influencers showcase products in real-time, are becoming an increasingly popular way to drive engagement and sales. This format combines entertainment with a seamless shopping experience. Amazon or Instagram Lives, where creators host live product demonstrations and answer questions from viewers, have significantly boosted real-time shopping engagement whilst also leveraging their reach and credibility.

Statistics on live shopping reveal a clear preference shift, with a growing number of people favouring live streams for social media purchases. Gen Z (another trend this year) led this survey with approximately half (47%) of consumers having made a livestream purchase in both the US and UK.

Tool suggestion: Obviously then, as a response to these statistics, major platforms like Amazon, Facebook, TikTok, and Instagram have invested in livestream shopping tools and collaborations. Instagram’s Live Shopping feature, for instance, enables users to make direct purchases during a live session, offering an immersive way for shoppers to explore and acquire products

5. Fewer filters, less curation, more authenticity

Consumers are more likely to trust and engage with brands that are genuine and transparent in their communications. Consumer attitudes toward influencer marketing are certainly focused on authenticity, unpolished content, raw cuts, and long-term collaborations. Behind-the-scene content, upper-funnel content with brand values and mission helps consumers resonate with the brand, which in turn helps build trust.

Example: Warby Parker, an eyewear brand, has effectively utilised authenticity in its influencer marketing strategy through its Home Try-On program. This program allows customers to select five frames to try at home for free, sharing their honest opinions and experiences on social media. The brand also encourages customers to share photos and videos of themselves trying on different frames at home. This content is often shared on social media, showcasing real people in their everyday environments. A great example of authenticity and transparency in creator marketing.

6. Diversity and inclusivity will be critical

Diversity and inclusion are critical components of modern marketing strategies and the same is true for influencer marketing. Brands that prioritise representation in their campaigns resonate better with a broader audience.

Fenty Beauty for instance has an inclusive makeup range and runs diverse marketing campaigns that have set a new standard for representation in the beauty industry.

Another brand that is big on diverse model representation is Glossier. They frequently collaborate with influencers from diverse backgrounds to promote their products, ensuring representation across different ethnicities, skin types, and personal styles.

7. B2B influencers will have a moment

B2B influencer marketing is growing in popularity as businesses recognise the value of partnering with industry experts and thought leaders. Business professionals, powered by their expertise and experience, provide credibility and reach within niche professional communities.

Example: HubSpot collaborates with marketing experts and influencers to share insights and promote their software solutions, establishing themselves as thought leaders. Mailchimp and Motion App also run collaboration campaigns through webinars and podcasts where professionals share the resources, systems and solutions they’ve built.

Tool suggestion: Apart from lead gen and inbound content marketing campaigns; businesses can also use tools like LinkedIn Sales Navigator to connect with B2B influencers, fostering professional relationships.

8. Gen alpha is here

As Gen Alpha (born in 2010 and onwards) begins to influence purchasing decisions, brands are now starting to tailor their social media marketing strategies to this young demographic. Influencer partnerships that appeal to both children and their parents are becoming increasingly important.

Reports by Influencer Intelligence and Digital Voices suggest that 49% of Gen Alpha trust influencers as much as they do family and friends for product recommendations. While 55% are influenced to purchase products their favourite YouTube or Instagram stars use. In a report by Ofcom it was cited that among 3-17 year olds, YouTube was the most popular amongst 88%, followed by TikTok (53%), Snapchat (46%), Instagram (41%) and Facebook (34%).

All of these reports are conclusive proof that there are already significant volumes of Gen Alpha consuming content on key platforms that work with creator marketing, presenting brands with a substantial opportunity within this demographic which is likely to become an important generational cohort by 2025.

Example: Ryan’s World, a popular YouTube channel featuring young creators, partners with brands like Colgate and Walmart to create engaging content for kids.

9. AI integration in influencer marketing

Unless you are choosing to live under a rock; we are all aware of the impact that generative AI has had on marketing and the same is true for Email marketing.

AI now plays an increasingly important role in the influencer marketing technology landscape. From recruitment to content generation and the use of virtual influencers; AI has revolutionised the creator economy in more ways than one. AI tools like HypeAuditor, and Traackr amongst others allow brands to identify, analyse, connect and collaborate with creators more effectively. These AI-driven platforms offer advanced data analytics, predictive modelling, and automation capabilities, making it easier for brands to execute precise and impactful influencer campaigns.

Example: The DTC brand Warby Parker utilises AI tools to identify and partner with micro-influencers who have highly engaged followers within the eyewear and fashion niche. This approach resulted in more targeted and authentic collaborations, driving significant engagement and sales.

10. Marketers are about to double up their investment in TikTok

Given its significant appeal to the younger users; 2024 projections indicate a continued surge in TikTok’s popularity among both influencers and brands.

Reports by TheB2BHouse suggest; that marketers are set to nearly double their spending on TikTok influencer marketing in just two years. What was estimated at nearly $800 million in 2022, the figure is predicted to surpass $1.3 billion by 2024, almost tenfold higher than the expenditure in 2020.

TikTok has managed to establish itself with over 1 billion users globally, a milestone surpassed only by Facebook, YouTube, WhatsApp, Instagram, and WeChat. It has been reported that an average global user spends an impressive 31 hours and 14 minutes on TikTok each month, surpassing other social platforms such as Instagram (13 hours and 49 minutes) and even YouTube (27 hours and 21 minutes). Obviously then, brands are keen on harnessing the power of UGC on TikTok to engage the new social-savvy consumers.

TikTok’s features like the TikTok Creative Exchange and Creator Marketplace, streamline connections between creators and brands, making it just the platform for influencer marketing.

Navigating the creators’ economy through these trends

This report highlights some innovative strategies that will help brands navigate the exciting influencer marketing space in the coming months.

Trends like harnessing cultures, niche content and live shopping events are about to cause a creative stir in the creator space and we can’t wait to see how brands will embrace and leverage these trends.

This report also underscores the importance of authenticity, diversity, and AI integration in influencer campaigns going forward. All of these will be key content strategies for brands to form authentic connections with their target audiences.