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Consumers love it when a company's mask slips. They jump on perceived proof that businesses are all in it to rip off the customer.
PR snafus such as Sainsbury's recent inside-outside poster are a good example of this phenomenon. Social media goes crazy.
In recent times, the move to enhanced service, partly stimulated by the commercial internet, means the mask has further to slip (but it still can). Companies aim to be transparent and friendly with customers on an increasing number of marketing and comms channels, but mistakes still occur.
Marketing automation is one area where brands must be vigilant, lest the wrong message be sent or the right message at the wrong time.
So, here's a roundup of some ways in which marketing automation can go wrong, in social, ecommerce, email and advertising.
Lace up your sneakers, put your sweat bands through the washing machine, make a pitiful attempt at a couple of lunges and let’s go for a run.
Don’t worry, I’ll catch you up later. I just have some work to finish around… this… uh… hot-dog.
Nike is the world’s most valuable sports brand according to Forbes. It has a market value of $71bn, $19bn of which is estimated to be pure brand value. Nike also commands 62% of the US athletic footwear market.
Impressive stuff, but what of its nearest sporting rival Adidas? Has it been left puffing and wheezing, meters behind its striding opponent as it desperately rummages around its kit bag looking for an inhaler?
In case you haven’t heard, online giants eBay and PayPal decided to part ways and become independent companies.
eBay will become eBay Marketplace, and PayPal will simply exist without eBay’s affiliation. The news comes as no surprise to many, since the ecommerce world has witnessed new, intimidating entrants such as Twitter and Facebook over the past few months.
Finally an excuse to wear your sunglasses around the office.
One of the easiest ways for a website to immediately grab the attention of a visitor is to turn the colour up. Way up.
If you’re of a particularly bold inclination, I for one am hugely attracted to bright solid colours or anything neon, you’ll appreciate it when a site breaks out of the usual whites, greys and blacks of typical ecommerce design.
It separates you from the crowd. It’s a statement of independence. It’s a statement of rebellion. Sure not everyone will dig your new hypercoloured threads, but just remember that the squares can keep their greys… You’ve gone Technicolor.
More than 10m iPhone 6 devices were sold during the opening weekend. This is record breaking, even for an ecommerce giant like Apple.
Carrying a wide assortment of products and knowing your competitors’ inventory can keep you from falling behind in the ecommerce industry.
With numerous retailers carrying millions of items, it is almost too large to wrap your head around.
Welcome to this guide to gues… Oh wait hang on… You haven’t entered your email address….
Done? Great, now we can carry on. Welcome to this guide to guest checkouts, where we’ll take a look at best pract… hang on, your password isn’t valid, please try again.
Okay, great, let’s carry on… Hang on, have you already registered that email with us before? I’m sorry you can’t use that address if you’ve already registered it.
Guest checkouts! I love them. If it was at all possible I would carry out every transaction super quickly and utterly anonymously.
Last week our esteemed editor Graham Charlton compiled a list of the 11 best ecommerce checkouts in the world and in doing so came up with seven key features he felt were common to good practice.
These include speed, no forced registration and easy form filling. As far as I’m concerned having a guest checkout can cover all these things and more.
However, am I wrong about the glory of guest checkouts? Are there any drawbacks I’m not thinking of? Are there any best practice tips that can help ecommerce websites improve their guest checkouts?
Lets take a look. Wait, hang on, before we go any further, can you just enter your delivery address please…
It’s awards season here at Econsultancy as the entries detailing inspirational case studies from a huge range of companies continue to roll in, and it's still not too late for your team to enter.
The Digitals 2014 are designed to showcase the finest work from the global digital and ecommerce community, but not just from individuals, we want to put the whole team centre stage in order to celebrate and truly reflect the collaborative culture of our industry.
You have till 24 September 2014 to enter, and in order to give you inspiration for your own entry we’ve rounded up some of the best retail case studies we received in 2013.
For more advice on how to write your entry, read David Moth’s 10 tips for writing a stand out awards entry for The Digitals.
Chinese consumers, Indian smartphone users, American advertisers - there's a global feel to this week's stats roundup.
If that wasn't enough, there's also some UK fashion, wearables, online security and adblocking figures. Enjoy!
Skip over to the Internet Statistics Compendium for more digital marketing trends.
This week the stats roundup offers you programmatic trading, international ecommerce, phablet shipments and the ever popular Twitter and TV.
Don't forget to check out the Internet Statistics Compendium for more internet marketing data and charts.
Are you a retailer kept up by cart abandonment nightmares?
We’ve all done it. Clicked through pages and pages of merchandise, added various items to the cart and simply never made it to checkout.
It’s like we turned our backs and never looked back. Metaphorically, of course. But as a retailer, that’s the last thing you want.
Combat cart abandonment and increase conversion rates with the following tips and tricks.
Ugg is launching a multimedia campaign, promoting its footwear as part of an idealised lifestyle.
Check out the video embedded below to get an idea of the brand position (the ad feels like a sort of gooey Guinness advert crossed with a Lands End catalogue).
With this new campaign afoot (no pun intended), I thought I’d take a look around the brand’s web presence and see how it stacks up.
The conclusion is that there's a lot to improve upon in Ugg's digital strategy. Part of maintaining a premium lifestyle brand is doing digital well. Having said that, no doubt the new campaign, with its well produced videos, will revitalise the brand if given enough media exposure.
For more on content in ecommerce, attend our Festival of Marketing, November 12-13th in London.
Monsoon has launched Swoon, a shoppable monthly magazine for tablets (but also working well on desktop). It's full of products and rich content and was built by Rockabox Studios on the Ceros design platform.
With the prices of Monsoon apparel comparable with Cos – middle to upper high street pricing - and the more artisan pieces pricier still, at more than £300, this feels like a good move.
The image of Monsoon has perhaps slipped in recent years and lost some of its chic or urbanity. I can see this campaign of shoppable magazines as a step towards bringing this firmly back to the brand, which needs to highlight the quality of its clothing, including its hand-embellished pieces.
The launch of a shoppable magazine is in line with many other brands seeking to bring more editorial and clustering to their offerings. Net-A-Porter has launched a mag, M&S has mixed up its website with plenty of content and trailblazers ASOS and TopShop have been doing this for a while.
Let’s take a more detailed look at Swoon.