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Since 2009, the British Museum has educated youngsters in Bloomsbury via its Samsung Digital Discovery Centre (SDDC). It’s free, and is the most extensive on-site digital learning programme of any UK museum.
I went along to the British Museum last week to see the launch of a new image recognition and augmented reality (AR) app, A Gift for Athena, helping kids to engage with the museum’s Parthenon gallery.
The app, built by Gamar, is simple in premise and use, but also a lot of fun, showing that augmented reality can succeed when applied in the right manner.
In this post I’ll discuss why the app works, and what’s needed to succeed with AR.
The Search Agency has just published its Mobile Experience Scorecard, reporting on 100 different US multichannel retailers and their relative mobile readiness.
The report gives each company’s mobile site a score out of five based on seven different criteria: page load times, site format, store locator, search box, social media presence, app presence and click-to-call.
The outdoor and sports gear retailer REI came out at the top with a total score of 4.74, losing a mark for site format and app presence. No retailer achieved full marks across the board.
The major finding here is that of the 100 companies, only one has a dedicated responsive website. The children’s clothes retailer Carter’s.
Responsive design is a key way to increase conversion rates, however 91 of the other companies researched do operate a dedicated mobile site.
It should be noted that this independent study uses benchmarks of its own creation, and is influenced by the subjectivity of its own panel of experts. However it still makes for an interesting overview.
Here’s the top 30 of the 100 companies studied:
As has been the case for the past few years, it’s safe to assume that tablets and e-readers will be a popular gift idea this Christmas.
And with ecommerce spending in the UK predicted to reach £20.4bn in the final two months of this year, brands need to be visible in search results to maximise their sales.
New data shows that Amazon is in prime position to benefit from the spending spree as it is highly visible in SERPs for a number of popular electronic items.
This is particularly true for tablet and e-reader devices, where the retailer features in the top positions for 80% of popular keywords in organic search.
Lately, it’s difficult to be heard above the constant screaming negativity towards Apple’s latest operating system.
Heck, I’m guilty of joining the chorus too, this is a piece I wrote on this blog last week: Five user experience problems with iOS7. It’s a fair summation of the problems with iOS7, in fact it only scrapes the surface according the comments underneath it.
As Marc Shillum (featured in this post about Apple and the key to consistent marketing experience) stated recently, what we perceive to be the product, the iPhone, is in fact “an ongoing service relationship with a company that is delivered through software we have little control over”.
Basically the operating system is the product, not the phone. No wonder there's so much outcry when Apple tweaks its operating system, or as with iOS7, completely rewrites it.
So in order to inject some positivity into the conversation, and to provide much needed balance, here’s a list of brilliant things about iOS7.
While the iPhone which provides half of Apple's revenue is its foundation, the iPad is its bellwether for growth.
Gartner has upwardly revised its growth projections for tables to a whopping 54% this year, against an 11% drop in PC sales. This makes it no surprise that Apple has set its course in this direction.
As Willie Sutton answered when he was asked why he robbed banks, the answer is obvious, its where the money is.
But it goes further than retail. The iPad is a gateway to incremental media, software sales and services purchases. There are 170m of them in circulation, and Apple is moving to gain new users and upgrade its installed base.
And along the way gain increased wallet and mindshare while depositioning its rivals.
Forget the message or single big idea, it may be rhythm that is the key to a consistent marketing experience.
Marc Shillum is a UX designer for a company called Method and last week he came to the Punch strand of our Festival of Marketing to discuss his theory regarding the effectiveness of considering brand as a fluid rhythmical customer experience.
By now you've probably already decided whether or not to upgrade your existing iPhone operating system to the largely divisive iOS7, released approximately four weeks ago.
Perhaps some of you automatically uploaded on the day of release without question, perhaps some of you more cautious cats waited to see what the general consensus was from the early adopters before uploading.
If you were anything like me, an iPhone 4 user - the shelf-life of which was becoming quickly terminal - who read thousands of comments (ranging from histrionically aggrieved to deific praise) and decided they had nothing left to lose, so took the plunge anyway.
Although we have looked at iOS7 in terms of opportunities for enterprise organisations, we have yet to discuss the user experience of iOS7, so after a month of the new operating system being released in the wild and with the Nielsen Norman Group publishing its own user experience appraisal today, now seems the right time to do just that.
Amid all the hullabaloo about multi-coloured iPhones and problems with iOS 7, it was easy to miss the fact that Apple has also unveiled iBeacons.
However Apple barely mentioned the technology at its WWDC event back in June, so there has been a lot of confusion and conflicting information about what iBeacons are and what they can be used for.
To find out more, I spoke to several mobile experts to find out what iBeacons are and why they’re important for marketers...
The next few years will be interesting for Apple. With innovation inevitably slowing and consumers becoming aware of its incremental design tactics there will be worries in the camp.
But regardless of these growing concerns, there is no question that Apple is still marketing in a way which is incomparable to any other brand.
While the company is still innovating in its marketing output, we should take a second to learn a thing or two…
If online video shares translated to sales then the mobile landscape would look drastically different, but unfortunately for Nokia its phones haven’t proved to be as popular as its ads.
New research from Unruly shows that Microsoft’s most recent acquisition received 17% of all online video shares among smartphone brands, second only to Samsung which dominated with more than half (52%) of shares.
Apple came a lowly third with 9.4% closely followed by Sony (7%) and Blackberry (6.7%).
However Samsung’s impressive performance is thanks to the high number of videos it has launched over the years, so it’s potentially a case of quantity rather than quality.
Everyone thinks content marketing is the only way to win a market.
Here's a little story that might disprove that.
I hate naming names, but there’s a company out there which just doesn’t get content marketing.
It’s a big tech company with excellent products. But it hasn’t yet figured out that people really don’t care about products.
"Brand" will always be a nebulous term. Arguments rage about its true value. Although recent research shows that it can be responsible for nearly 15% of your total worth (Or much, much more, if you’re J.K.Rowling) It’s still seen by many as the ultimate wooly metric.
There’s no doubt that being a household name will improve your chances of success in social, but just how far will it take you?
I’ve taken a look at the world’s top ten brands, and matched up their profiles across the biggest social media platforms.
Let’s see what’s in a name...