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Instapaper: Friday, May. 3

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Personalisation as a long-term strategy will help retailers illuminate their dark aisles. Retailers need to capitalise on it, while always respecting the shopper, to ensure that their brands and products are seen by the right people.
Instapaper: Friday, May. 3 - Instapaper - Your Highlight Location 421-422 | Added on Saturday, 4 May 13 02:21:32
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A good way to sell to women is by engaging imagination: women enjoy visualising what role a product will play in their lives, and how it will enable them and their families to enjoy a certain kind of lifestyle. 
Instapaper: Friday, May. 3 - Instapaper - Your Highlight Location 418-419 | Added on Saturday, 4 May 13 02:21:16
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In recent years, two female segments have emerged and now dominate the market: ?Money-rich but time-poor? female heads of household. A dual-income head of household with limited time for her family and business, she is looking for an efficient yet relevant shopping experience for herself and her family. 50+ well-heeled career woman.  A connected women who knows what she wants and is looking for a bespoke shopping experience, customised to her lifestyle and age.
Instapaper: Friday, May. 3 - Instapaper - Your Highlight Location 412-415 | Added on Saturday, 4 May 13 02:20:49
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Female consumers now drive over $12 trillion in global spending, and according to Ogilvy and Mather, 22% of female consumers shop online every day.
Instapaper: Friday, May. 3 - Instapaper - Your Highlight Location 409-411 | Added on Saturday, 4 May 13 02:20:39
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As highlighted in a study undertaken by RichRelevance, only 44% of products online are getting attention; leaving 56% bypassed. Furthermore, just 10% of products on an online retail site garner 75% of page views.
Instapaper: Friday, May. 3 - Instapaper - Your Highlight Location 389-391 | Added on Saturday, 4 May 13 02:19:55
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In just one internet minute, there are now 2m Google search queries, £83,000 in sales on Amazon.co.uk, 100,000 new Tweets and 6m Facebook views.
Instapaper: Friday, May. 3 - Instapaper - Your Highlight Location 386-387 | Added on Saturday, 4 May 13 02:19:31
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One key feature is Video Annotations which can be used to add interactive commentary to videos, and for charities and non-profits, they can be used to link to external sites helping to drive visitors to the donate page Even better for non-profits is the call-to-action feature which allows you to drive donations through the YouTube video and channel themselves. You can see this in action via UNICEF UK?s YouTube page and videos.
Instapaper: Friday, May. 3 - Instapaper - Your Highlight Location 363-366 | Added on Saturday, 4 May 13 02:19:04
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YouTube for non-profits Non-profits have been engaging with YouTube for years, but it?s still important to have a specific online video strategy that can influence viewers from being mere audience members to becoming donors. Here Google come to the rescue again with the YouTube Non-Profit Program which provides extra benefits like branding capabilities, increased upload capacity and call-to-action overlays.
Instapaper: Friday, May. 3 - Instapaper - Your Highlight Location 360-363 | Added on Saturday, 4 May 13 02:18:48
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Steve Morgan recently wrote a fantastic roundup of Google Grants for Charities which covers the whole scope of the scheme from eligibility to tips on integrating with your digital marketing.
Instapaper: Friday, May. 3 - Instapaper - Your Highlight Location 358-360 | Added on Saturday, 4 May 13 02:18:36
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Google Grants Did you know that charities can get free PPC advertising spend with Google AdWords? Well, they can.
Instapaper: Friday, May. 3 - Instapaper - Your Highlight Location 354-355 | Added on Saturday, 4 May 13 02:18:24
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Macmillan does a brilliant job of this within its Pinterest board. Their cancer information board alone - where it displays a number of infographics with data and answers to FAQs directly relevant to their user base - has well over 400 followers.
Instapaper: Friday, May. 3 - Instapaper - Your Highlight Location 350-352 | Added on Saturday, 4 May 13 02:18:00
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Information such as how money raised has helped beneficiaries, academic, scientific and market research, and the information created within booklets, leaflets and fact sheets for use offline can all be repurposed and put to use as part of a digital marketing campaign.
Instapaper: Friday, May. 3 - Instapaper - Your Highlight Location 348-350 | Added on Saturday, 4 May 13 02:17:55
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Use your data
Instapaper: Friday, May. 3 - Instapaper - Your Highlight Location 348-348 | Added on Saturday, 4 May 13 02:17:44
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War Child UK does a fantastic job of this on its Facebook page by mixing up entertaining content with serious images portraying the brilliant charity work it does in warzones.
Instapaper: Friday, May. 3 - Instapaper - Your Highlight Location 346-348 | Added on Saturday, 4 May 13 02:17:41
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Storytelling
Instapaper: Friday, May. 3 - Instapaper - Your Highlight Location 344-344 | Added on Saturday, 4 May 13 02:17:27
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For more information on using this data to help build marketing personas, Mike King gave a fantastic presentation at Pubcon which I highly recommend.
Instapaper: Friday, May. 3 - Instapaper - Your Highlight Location 342-343 | Added on Saturday, 4 May 13 02:17:19
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Data such as age, gender, location and language is all available in seconds and tuned to your specific audience. Another fantastic tool is Demographics Pro which offers further detail again, but this time based on followers of your Twitter accounts.
Instapaper: Friday, May. 3 - Instapaper - Your Highlight Location 340-342 | Added on Saturday, 4 May 13 02:17:14
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When searching for demographic data, look no further than social networks (and no? I don?t mean Klout scores). People freely volunteer this information on social networks and tools such as Facebook Insights will give you a whole host of information about your existing community (who are likely visiting your website
Instapaper: Friday, May. 3 - Instapaper - Your Highlight Location 337-340 | Added on Saturday, 4 May 13 02:17:02
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Understand existing donors by researching their interests, motivations and needs and help potential donors through their decision-making cycle by tailoring your approach at each stage to inform and guide them.
Instapaper: Friday, May. 3 - Instapaper - Your Highlight Location 332-333 | Added on Saturday, 4 May 13 02:16:25
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Understand your audience
Instapaper: Friday, May. 3 - Instapaper - Your Highlight Location 330-330 | Added on Saturday, 4 May 13 02:16:05
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