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Ecommerce brands have embraced content marketing over the past couple of years.
Of course some, like Net-A-Porter, have used content effectively long before it became a buzzword.
However, while some are using content well, others just seem to be ticking boxes and failing to incorporate content fully.
In this post, I'll look at how ecommerce brands should be using content, and some of the mistakes to avoid.
How traditional techniques within video editing, have adapted to the new environment of paid advertising on YouTube.
In the era of online video, digital marketers can find ourselves so caught up in new developments that we forget that film has been around for over a hundred years.
It’s past the mid-November point now, so guess what that means?
Yes, it’s year-end list time! So prepare yourself for a constant rush of similar articles flooding in for your perusal, enjoyment and no small amount of fury, depending on how much you like to argue with expert opinion and cold hard facts.
I’ve already compiled my ‘Top 107 cotton-bud techniques’ and ’28 cute puppies that are emotionally detached from their overbearing owners’ lists, which I’ll publish here in the forthcoming weeks.
There are major differences between the results that search engines deliver on phones and computers.
How can marketers structure their search strategy to maximise results?
Figures from 2013 found that nearly 20% of the average adult American’s daily media consumption was on mobile devices, a trend that is only accelerating.
Echoing this, search queries on mobile devices grew five-fold in the last two years, according to Google.
I've kept this list simple and it's a fairly accurate idea of what I use day-to-day.
I didn't use any of these tools when I started working on the Econsultancy blog. I'm still not an advanced content creator but I do have some small tricks up my sleeve.
Take a look at this list of tools to aid you in your image, video and text travails.
Video is the best marketing tool for inspiring trust and the smartphone is the device to achieve intimacy with the consumer.
Finally, social is the environment in which brands encounter the consumer.
These were the assertions of Russell Zack of Kaltura, speaking at a recent IAB event on digital transformation.
Here are some more tidbits from his presentation including two examples of brands that are doing video and mobile well right now.
Last week, as the world’s media dissected the details of the Apple Watch and iPhone 6, I spent an inspiring day mentoring at Seedcamp Week London, where some of Europe’s most promising new startups are immersed into the Seedcamp system of networks, learning, and capital raising.
The 28 startups taking part were getting ready to shake up a variety of sectors, from music, retail and design to healthcare, property and more.
I didn’t get to meet them all but I did spend time with two that are creating new digital marketing tools which piqued my interest.
Five years ago if you were a brand and you wanted to make a video, you went to a video agency, begged them to make it more viral than h5n1 and paid through the nose for the privilege.
If you wanted an infographic you went to a design agency, if you wanted to write editorial you went to a PR agency etc…
Your content creation was almost completely outsourced and, unless you had a reasonably serious budget, a great content marketing campaign was probably beyond you.
That couldn’t be further from the truth today, brands have a wealth of tools that allow them to create highly professional content without the traditional agency brief.
The following are just five examples of the kinds of companies that are driving this change.
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.
Amplification has been a big word in social media for over a year now and Twitter's Amplify product allows advertisers and broadcasters to push photos and video through Twitter Cards.
Facebook has reduced the reach of organic posts from companies and is consequently providing a clearer proposition to advertisers, particular with some of its mobile and location-based products.
Grabyo is a UK company that provides a video platform working with Twitter (through Twitter Amplify) and Facebook to allow sharing of real-time video clips on social media.
In a new report, the company has analysed 2,500 clips of live TV shared on social by major broadcasters and rights holders between September 2013 and March 2014.
Here are some of the findings.
In September of 1982, David Ogilvy, often regarded as the father of modern advertising, sent an internal memo to the employees of his agency.
In it, he outlined 10 tips for great writing. While these tips aren’t specific to scriptwriting, they are certainly applicable.
His wisdom on the subject is timeless.
How many video views has Buzzfeed accrued? How many CMOs are on Facebook (and how many priests)? How has the reach of organic posts on Facebook declined?
These are just some of the delights from the US digital marketing statistics we've seen this week.
Enjoy, and make sure you take a look at the Econsultancy Internet Statistics Compendium for more stats.