Lynne Wright, Operations Manager at AWA digital, takes a look at the latest conversion optimisation tools and industry news.
This month I report on Oracle’s purchase of the testing and personalisation software platform Maxymiser; bring news of Evernote Web coming out of beta; look at a handy new feature from Dropbox; and share highlights from Ofcom’s twelfth annual Communications Market report.
Oracle all set to acquire Maxymiser
Fast-growing US software platform Oracle Marketing Cloud has signed an agreement to acquire Maxymiser in a move that should see testing becoming more mainstream.
Maxymiser is a leading provider of cloud-based software that enables marketers to test, target and personalise web pages. It optimises more than 20 billion customer experiences every month and counts leading brands such as Allianz, HSBC, Lufthansa and Tommy Hilfiger among its clients.
Oracle says that Maxymiser’s capabilities in web and mobile channels complements its own strengths in email, SMS, social, push messaging and display advertising channels.
It adds that the addition of Maxymiser to Oracle Marketing Cloud will enable marketers to use science-driven data to systematically test, discover, and predict what customers want and deliver uniquely tailored experiences across all digital channels and the customer lifecycle.
We think the development will help move testing and personalisation higher up the marketing agenda and make testing more mature. This means that more of your competitors will be doing testing; so to stay ahead of the game, testing should be done strategically and ideally as part of a data-driven programme in partnership with specialists.
New Dropbox feature is no drag
A new feature that lets you drag and drop URLs into a Dropbox — on the web or a desktop — and open them on any devices will make it easier to find just what you need, when you need it.
As a team that works remotely, we already find Dropbox a great tool for storing and sharing documents. This new development takes that up a notch as it means that we can now store URLs for things such as a competitor sites and product pages alongside documents and emails for easy reference.
This new feature could also be useful if you are planning an event, or for study or research projects, as it’s a great way to organise both files and links into one easily accessible folder.
New Evernote Web is out of beta
Evernote is a great collaboration tool that we use for writing notes, capturing ideas and storing screenshots to share with colleagues.
The web version has just come out of beta testing and offers an improved, streamlined user experience with well-designed navigation that includes neat icons on the left sidebar for shortcuts, notebooks and tags. There are also smart new features such as a web chat for easy collaboration and sharing.
Although this is a great development, there are still some features currently only available on the app that we’re crying out for on the web version – such as creating links between notes.
The new web client will be phased in over the next few weeks and Evernote says that you will be able to switch back to the old version while you familiarise yourself with the new interface. The company also says it has more updates in the pipeline which I’ll be keeping an eye on for you.
Smartphones overtake laptops for internet access
As marketers, knowing how consumers access the internet helps us with business planning and prioritisation, so I was fascinated to come across the latest research from Ofcom. This shows that Smartphones have now overtaken laptops as the most popular device for getting online.
Ofcom’s twelfth annual Communications Market report also reveals that on average we spend 1 hour and 50 minutes online every day, although this is still only half of the 3 hours and 40 minutes we spend in front of the TV.
As well as statistics relating to the platforms consumers use to access the internet, the report shows how this varies by age and social-economic groups.
I plan to keep the report bookmarked ready for my next strategic planning session.