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Back in April I was kindly invited by the team at 4Ps Marketing to attend its Ski Summit in Tignes, France.
Aside from the skiing (and inevitable après-ski), I got chatting to some of its clients about their digital marketing and ecommerce efforts.
One of these clients was Alex Econs, founder and director of ICON Printing; an SMB producing customised clothing and accessories for an impressive client list.
According to the new Ecommerce Platform Buyer’s Guide 2014, online retailers are thriving.
Retail is transforming itself from a local industry into one which is fundamentally about competing globally in international markets.
The IMRG Capgemini e-Retail Sales Index saw the 2013 UK online retail market grow 16% to £91bn, with ecommerce accounting for 21% of the country's entire retail market.
Sometimes you don’t even need an excuse to spend an entire afternoon losing yourself while looking through hundreds of beautiful looking websites and admiring their handiwork.
Luckily we do have a reason… research! That old ‘get out of jail free card’.
Last year I took a look at some excellent examples of persuasive ecommerce design and I thought now would be a great time to add to the list. The sun is shining after all.
Using the five techniques laid out by Peep Laja in his persuasive design techniques manifesto I’ll be taking a look at various ecommerce sites that either tick one, or even all of the following persuasive design boxes:
Engagement or revenue? Conversion or visits?
The report provides insight and recommendations for how content can be combined with ecommerce as well as examples of what ecommerce practitioners are currently doing and the role they are setting for content marketing within the overall digital strategy.
Interviews were conducted with leading ecommerce professionals in B2B and B2C organisations, both UK and international. The aim of the interviews was to explore how leading brands are integrating content into ecommerce journeys and what the future strategy of the business looks like, with the output being qualitative data and indicative charts based on the responses of interviewees.
10 key questions were asked, including “who has ownership of your content?” “What tools do you use to help plan and deliver?” and “Do you produce content guidelines?”
These questions and more are answered in the report, but for now we’ll be looking at content marketing KPIs.
Lots of mobile ecommerce stats this week, with a smattering of brand storytelling and advertising.
There's an infographic thrown in too, looking at the mobile path to purchase. Enjoy!
For more digital marketing stats, download the Econsultancy Internet Statistics Compendium.
It’s not just about driving footfall to an offline store anymore, when it comes to mobile commerce the big winners are the brands achieving conversions there and then on a mobile device.
Here we’ll be presenting a selection of ecommerce stores excelling at the mobile experience and ensuring a frustration free shopping experience on the small screen.
What will we be looking out for?
As our own Ben Davis discussed in 14 features of great mobile commerce design, here are some of the tools and features that can best aid mobile shoppers:
It’s time to live vicariously through rapper The Game, various Premiership footballers and the lead singer of Jamiroquai.
Most of us can relate to browsing for a Kia or a MINI online, interacting with its social channels, endlessly researching customisable features on a mobile device and maybe even buying one via an ecommerce store.
Now let’s imagine we’ve all gone up a pay grade (or ten).
What’s it like carrying out the above online tasks with a brand from the luxury sports end of the automotive industry?
How does it feel to browse the online catalogue of Ferrari? What’s it like asking Lamborghini’s Twitter account “why hasn’t my Aventador LP 700-4 Roadster turned up yet?” Is it possible to even attempt the checkout process without being snootily (and rightfully) removed from the virtual forecourt by the scruff of my filthy shirt collar? I may have to borrow someone else’s credit card to find out.
So with all of this in mind I’ll be standing between the two powerhouses of speed and aspirational materialism, waving my chequered flag and seeing which of the two super cars makes it past the finishing line and which one ends up bonnet first in a ditch.
GO GO GO!
The Natural History Museum in Kensington, London, has a new online store.
Hopefully it'll prove inspiring for your own product copy.
Continuing my quest to investigate how various industries use email marketing, here’s a look at how some of our favourite fashion retailers use this most effective yet often neglected marketing channel.
Much like my round-up on the travel industry a couple of weeks ago, I’ll be looking at the frequency of emails, the use of subject lines, the email content itself, special offers, editorial voice, personalisation, relevance… All of the many tools that a company can utilise to coerce the recipient to open up an email or even engage with it.
As well as the above criteria, I also filled up a shopping basket and abandoned it without purchase to see if I would receive any reminder emails. I also entered my birthday as a date in between sign-up and writing this article to see if I was offered any discounts or at some birthday wishes. It’s not fraud, it’s science!
These are the 16 sites I chose to register my details with: Urban Outfitters, ASOS, Threadless, H&M, Topshop, Topman, American Apparel, UNIQLO, Gap, River Island, Next, Pull and Bear, Anthropologie, Forever 21, Miss Selfridge and The Kooples.
Now let’s take a look at the ravaged state of my inbox. Thank you Gmail promotions tab…
Content marketing has been a hot topic in digital for more than a year, but many brands still struggle with the challenge of how to integrate content seamlessly into the ecommerce experience.
One of our recent surveys found that only 38% of in-house marketers have a defined content marketing strategy, despite 76% saying they are producing significantly more content than they were 12 months ago.
To help brands overcome these challenges Econsultancy and EPiServer have published a new report entitled Where Content and Commerce Collide.
It examines how digital content can be combined with ecommerce in order to create more engaging and successful websites.
One of the sections in the report, which is based on interviews with UK content and ecommerce professionals, investigates which types of content are most important for driving conversions.
It's hard to get one's head around China. The scale and the speed are vast and fast.
So, I thought I'd round up some companies doing interesting things online in China, just to give a snapshot of marketing in the country.
Full credit where it's due, these are all taken from Barney Loehnis' presentation (he's head of digital in APAC for Ogilvy & Mather) at the Future of Digital Marketing 2014.
Obviously I’m biased. I buy a lot of records. I write about music on a daily basis. I’m a sucker for online shopping. Therefore Norman Records hits my sweet spot.
There are plenty of other record stores out there that have a perfectly acceptable online presence, but most are in dire need of a responsive design, and none of them are as unique, personality-filled and containing quite as many brilliant idiosyncratic features as Norman Records.
This isn’t intended as a niche post that’s only relevant to the vinyl obsessed out there, I’m covering this store because there’s so many features and lessons here that any ecommerce site can learn from.
The move from the old site to a newly responsive one was not without it challenges. I talked to Norman Records directors Phil Leigh and Nathon Raine yesterday and their opinions and access to stats are scattered throughout this review.