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Augmented reality and virtual reality are the source of growing buzz.
For brands interested in exploring them, which is the more worthy technology?
Around 15 years ago, forums and blog comment sections were staples of brand-to-fan communication. But the world’s moved on.
While many choose to focus on social media channels, some of the world’s most popular brands still blog as they have spent years attracting readers and building an engaged community.
But how do they manage reader comments to ensure the engaged community doesn’t become a free-for-all?
I may be new to writing about digital marketing, but I’ve been working in and around it long enough to know the industry is littered with the kind of buzzwords that would earn me a rebuke from my editor if I used them.
The term ‘influencers,’ however, is one of those rare cases where there isn’t really a suitable alternative. Not one that gets to the point as quickly and clearly, anyway.
So as we’re stuck with this buzzword for now, let’s take a closer look at what it all means and how you can use influencer marketing to reach your target audience.
In recent weeks I’ve been investigating how grocery retailers handle the online customer experience.
Ecommerce is a small but growing channel for the grocery industry so it’s important to offer a decent UX.
When grocery retailers were publishing their sales figures one of the common trends was an increase in online revenues.
This was good news as sales in brick-and-mortar stores were generally down.
Black Friday is nearly upon us, and interest in the annual shopping splurge appears to be taking hold in the UK... sort of.
In the US it makes sense as Black Friday always coincides with the day after Thanksgiving, but on these shores it all feels a bit forced.
Why should we care about a shopping event that coincides with a public holiday that means nothing in the UK?
Last week, thousands of marketers attended our Festival of Marketing at the Tobacco Dock in London.
It was a two-day celebration of the modern marketing industry, featuring speakers from brands including LEGO, Marks and Spencer, Coca-Cola, Buzzfeed, KLM and many more industry experts sparking discussions in a unique mix of Q&As, debates, case studies and workshops.
Although it would be impossible to condense one session into a single quote, or even cover every single session in each strand (there were 10 stages featuring approximately 120 sessions plus five keynote speeches), here’s a quick round-up some of the key takeaways from our event.
The old rules don’t apply anymore. 24 hour news, social media and the rise of consumer and user created content has meant that PR people have to manage brands in real-time.
If you ask younger people if they read a newspaper chances are they’ll say no. They get their news online, via social media. The only television they watch is on-demand, they’re certainly not watching mainstream TV that we’re traditionally used to.
They have their own laptops, mobiles and tablets. They watch Netflix or iPlayer. They love YouTube.
Delighting the consumer is the number one priority for all customer-facing companies.
Right now, consumers have never had more choice, but when there’s an endless array of businesses offering similar products and services, how does any company stand out from the crowd?
By offering a personalised, relevant and completely human relationship that goes far beyond a single ecommerce transaction.
A whole lifetime relationship between a customer and a company can be fostered under the customer experience (CX) banner, but this kind of loyalty can’t exist without first shaping a sustainable consumer-centric culture and delivering them compelling experiences.
Join us at our Festival of Marketing, a two-day celebration of the modern marketing industry held in November, where we have an entire stage devoted to CX so you can learn how successful marketers optimise experiences to increase satisfaction and loyalty.
In the meantime, let's take a look at some other useful case studies.
Click-and-collect is now a must-have delivery option for online retailers as consumers expect to be able to pick up their purchases at a time that is convenient to them.
In 2013 around 70m deliveries were made through click-and-collect, a figure that’s expected to grow to around 82m by 2018.
In recent weeks UK retailers have been pushing ahead with new initiatives aimed at giving customers even more choice when it comes to collecting their purchases.
Here’s a round up of several businesses that are aiming to increase profits using click-and-collect.
Picking which online supermarket you prefer to park your trolley in can be based on little more than which supermarket you regularly visit in the real world.
It’s the one you’re used to, the one you’ve got a loyalty card with, it’s also probably the one that’s closest to your home.
We sometimes forget that we needn’t be beholden to such boundaries when we’re shopping online for groceries. We have the whole of the nation’s biggest food retailers to choose from and each has their own particular conveniences.
You’re decision on which ecommerce store to shop with may purely come down to which offers the cheapest products, reasonable delivery charges and the availability of a convenient delivery window.
However if all these things are moot, it may also come down to which offers the best user experience.
This post is not meant to definitively suggest which supermarket out of Tesco, Asda, Sainsbury’s, Waitrose or Morrisons is the best, it’s just meant to highlight various UX features and tools that make for a great customer experience, features that other ecommerce site designers could learn from.
Sainsbury’s has unveiled a few tweaks to its ecommerce store as part of a site replatforming that is aimed at improving its multichannel shopping experience.
The new site has one or two new features, including improved navigation, favourites and more personalised offers.
However the addition that caught my eye is the new ability to add ingredients directly from the recipe pages.
I’m surprised that this functionality didn’t exist before as it seems like an obvious way of improving the user experience and grabbing some incremental sales.
The huge rush to content marketing also makes these recipe pages important for customer acquisition and engagement, so one would assume that they would have been prioritised before now.