tag:www.econsultancy.com,2008:/topics/multichannel Latest Multichannel content from Econsultancy 2016-09-22T12:17:52+01:00 tag:www.econsultancy.com,2008:ConferenceEvent/833 2016-09-22T12:17:52+01:00 2016-09-22T12:17:52+01:00 Festival of Marketing <p>The Festival of Marketing is a unique experience where ambitious marketers can discover, learn, celebrate and shape the future together. As the largest global event dedicated to brand marketers, the Festival reflects the very nature of marketing – seamlessly blending inspiration and practical application.</p> <p>This is a place for professionals to experience everything they need to find success – the ideas, the connections and the practical skills. It is both inspiring and hands on learning. Marketing is creative, strategic and tactical and the Festival is built in this spirit.</p> <p>We do this through an expert conference programme boasting more leading marketing minds than anywhere else on the planet, along with workshops, training, awards and networking opportunities.</p> <p>Whether you’re attending the conference at the Festival, celebrating your successes at the Masters of Marketing awards or joining our partners at the Official Festival Fringe, you’re part of an experience like no other.</p> tag:www.econsultancy.com,2008:Report/4244 2016-09-22T10:00:00+01:00 2016-09-22T10:00:00+01:00 Digital Intelligence Briefing: Succeeding in the Omnichannel Age <p>The <strong>Succeeding in the Omnichannel Age</strong> report, produced by Econsultancy in association with <a href="http://www.adobe.com/marketing-cloud.html">Adobe</a>, looks at the extent to which organisations take an integrated approach to marketing across different channels and use cross-channel campaign management tools.</p> <p>The report is based on a global survey of 2,065 digital marketers and ecommerce professionals carried out in July and August 2016, and follows up on a similar waves of research from <a title="Quarterly Digital Intelligence Briefing: The Multichannel Reality" href="https://econsultancy.com/reports/the-multichannel-reality/">2015</a> and <a title="Channels in Concert: Trends in Integrated Marketing" href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-integrated-marketing/">2013</a>.</p> <p>The following sections are featured in the report:</p> <ul> <li>Mixed progress on the path to integration</li> <li>Solving the data challenge</li> <li>The omnichannel imperative</li> <li>Behind the mobile curve</li> <li>Operationalising the real-time experience</li> <li>Campaign management tools: the state of play</li> </ul> <h3> <strong>Findings</strong> include:</h3> <ul> <li>While companies are 29% more likely to take an integrated approach to all their campaigns across all channels compared to last year, the proportion of those saying that none of their marketing campaigns are integrated has more than doubled over the last three years.</li> <li>It’s clear that data deficiencies exist, with only 12% being able to join online and offline data and just a quarter claiming to have a single customer view.</li> <li>More than half of organisations have separate technologies for managing data across channels. These separate technologies are the most significant barrier to integration (51%), followed by the inherently linked problem of disparate data sources (40%).</li> <li>Only 5% of those surveyed say they have a single platform that manages data across multiple channels and these companies are twice as likely to take an integrated approach to all campaigns across all channels as those with separate technologies.</li> <li>Omnichannel marketing is well-supported at a senior level, with only 15% saying that buy-in is a top-three barrier, and 5% ranking it as the biggest obstacle.</li> </ul> <p><strong>Download a copy of the report to learn more.</strong></p> <h4> <strong>Econsultancy's Quarterly Digital Intelligence Briefings, sponsored by <a title="Adobe" href="http://www.adobe.com/solutions/digital-marketing.html">Adobe</a>, look at some of the most important trends affecting the marketing landscape. </strong><strong>You can access the other reports in this series <a title="Econsultancy / Adobe Quarterly Digital Intelligence Briefings" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefings">here</a>.</strong> </h4> tag:www.econsultancy.com,2008:BlogPost/68235 2016-08-31T11:39:44+01:00 2016-08-31T11:39:44+01:00 A closer look at the National Trust's content strategy Nikki Gilliland <p>But how exactly did the organisation manage such a big overhaul of its content? </p> <p>We recently sat down with Tom Barker, Head of Digital for the National Trust, to hear how his team planned and executed <a href="https://econsultancy.com/training/courses/digital-content-strategy/">a winning content strategy</a>.</p> <p>You can read a summary of what he said below, or watch these videos to see what he said in full.</p> <p><iframe src="https://www.youtube.com/embed/fiN494itqa0?list=PL1-kPkZBw50G5af50RWyZQktGWjOkGxLI&amp;wmode=transparent" width="854" height="480"></iframe></p> <p><iframe src="https://www.youtube.com/embed/IAz4146xkO4?list=PL1-kPkZBw50G5af50RWyZQktGWjOkGxLI&amp;wmode=transparent" width="854" height="480"></iframe></p> <h3>Out with the old</h3> <p>The National Trust’s new website launched in November of 2015, but involved months of planning and preparation prior to this.</p> <p>With an old and clunky website consisting of around 50,000 pages, the challenge was finding a way to condense such a large volume of information into a concise and user-friendly amount. </p> <p>Even after stripping out a large portion of the old site, it re-launched with the hefty sum of 9,000 pages. </p> <blockquote> <p>If you think not just about our national cause and the various elements of membership and fundraising, but the sheer number of places we have.</p> <p>So, that’s over 350 properties, 200 more major pieces of outdoor landscape and coastline... it becomes a huge website with lots of content.</p> </blockquote> <h3>Updating the new site</h3> <p>As well as the amount that needed to be included, Tom highlights how the seasonal nature of the Trust requires content to be continuously updated and refreshed. </p> <p>For the launch of its new site, 500 National Trust employees were trained on the content management system to ensure that content would be ready by launch day, as well as updated according to seasonal calendars. </p> <blockquote> <p>We have a distributed marketing model, so for each of the seven regions that the National Trust covers we have a regional digital lead, but also web editors at each of the properties and places.</p> </blockquote> <p>With news featuring heavily on the site, it is imperative that staff are able to update at a property-level as quickly and seamlessly as possible.</p> <h3>How success is measured</h3> <p>With a brand new site, the National Trust now has a far superior analytics set-up. However, despite knowing how it is being used, it is yet to discover who is using it. </p> <p>A new sign-in capability will be added later in the year, and is going to be a big focus in future.</p> <blockquote> <p>Success for me, yes it could be the traditional metrics such as visits to the site and bounce rate etc.</p> <p>But when we are able to see who is using it, we can determine whether the touchpoints match up, which means no longer means having a website or mobile app that exists in silo.</p> </blockquote> <p>For the National Trust, a seamless user experience across all channels is the ultimate sign of success. </p> tag:www.econsultancy.com,2008:BlogPost/68115 2016-08-05T12:41:03+01:00 2016-08-05T12:41:03+01:00 How can we meet the needs of the multi-device consumer? Saima Alibhai <p>The UK has also seen evolution in the way consumers are browsing, researching and purchasing products, which has opened up new opportunities for retailers looking for additional revenue opportunities.</p> <p>Whilst the daily commute was once a time to read the newspaper, listen to your Walkman or take a nap, the rise of online devices has transformed what we do on the bus or train.</p> <p>The introduction of Wi-Fi into a number of lines on the London Underground has led to <a href="http://www.computerweekly.com/news/450298050/Londoners-go-mobile-shopping-on-the-Tube">39% of passengers making purchases on the tube</a>.</p> <p>A recent study estimates that the <a href="http://www.cityam.com/219305/were-spending-billions-shopping-online-while-commuting">UK is now spending £9.3bn a year online shopping while on public transport</a>, making it one of the most valuable times of the day for ecommerce.</p> <p>Clearly there is no shortage of opportunities to engage customers, but the challenge for brands comes in understanding how they should be adapting to meet the needs of the multi-device consumer to ensure they are in the best position to secure sales.</p> <h3>Recognise the role of smartphones</h3> <p>While smartphone ownership continues to be on the rise, its usage is changing. <a href="http://www.shopsafe.co.uk/news/traditional-pcs-preferred-for-online-shopping/11572">54% of consumers are using the device more frequently</a> to make purchases in comparison to last year.</p> <p>Perhaps unsurprisingly, this is most prevalent amongst the younger generation, with 65% of 16-24 year olds shopping more via their phone.</p> <p>For retailers, having <a href="https://econsultancy.com/blog/67174-five-best-practice-tips-to-boost-mobile-conversions/">mobile optimised sites</a> is absolutely crucial. Consumers have access to so much choice that a poor mobile experience could lead shoppers to abandon their browsing and shop with a competitor that meets their multichannel expectations.</p> <p><img src="https://assets.econsultancy.com/images/0007/7785/iphone.jpeg" alt="iphone" width="275" height="183"></p> <h3>Don’t discount traditional devices</h3> <p>Whilst we are becoming ever more mobile, traditional devices still hold a role for customers, particularly when it comes to making a purchase.</p> <p>In fact, more sales are still being completed via laptop (58%) than smartphone (37%), so be mindful to reflect this in your ecommerce strategy. In addition to laptops, <a href="http://mkto.bronto.com/BrontoResources_Whitepapers_Guides.html?campaignid=WS_WP-MultiDeviceOwnership_UK&amp;source=Whitepapers&amp;asset=MultiDeviceOwnership_UK&amp;leadsource=Website&amp;Whitepaper%20Interest=MultiDeviceOwnership_UK">desktops are still used for shopping by 41% of consumers over 55</a>; a valuable source of revenue given that this age group tends to have a higher disposable household income.</p> <p>Staying close to customers and using data insights to understand how they are using their devices will help signpost how and when you should be communicating with them. This will enable you to create the simplest path to purchase.</p> <h3>Make the experience seamless </h3> <p>UK shoppers are using multiple devices for browsing but when it comes to making the actual purchase, they rely on a smaller number of gadgets.</p> <p>On average, consumers are using 2.7 devices to get online, <a href="http://www.directcommercemagazine.com/news/web-mobile/smartphone-ownership-buying-online">but only 1.6 devices to make a purchase</a>, highlighting the importance in delivering a consistent and seamless experience that allows them to move between devices.</p> <p>Remarketing strategies such as cart and browse abandonment reminder emails play a critical role, allowing you to re-engage customers who leave your website with the potential intention to complete the purchase later on a different device. </p> <p>Of course, brands must remain mindful of integrating the online- with the in-store experience. Research shows that <a href="http://directcommercemagazine.com/news/web-mobile/smartphone-ownership-buying-online">whilst 22% of UK consumers have shopped less in physical stores</a> in the last year, 26% have shopped more frequently.</p> <p>Location-based email tactics can be particularly valuable in connecting online and offline. For example, when you recommend products based on the customer’s browse behaviour, include information on item availability in the closest local store. Perhaps even include a special offer to encourage them to visit that shop. </p> <p><img src="https://assets.econsultancy.com/images/0007/7786/store.jpg" alt="store" width="500"></p> <h3>Keep tracking evolving behaviours</h3> <p>As technology continues to evolve, so will consumer shopping behaviour. Ensure you are in sync with how your customers are browsing and purchasing.</p> <p>For example, research has shown that wearables are currently owned by just 5% of the population, but that <a href="http://mkto.bronto.com/BrontoResources_Whitepapers_Guides.html?campaignid=WS_WP-MultiDeviceOwnership_UK&amp;source=Whitepapers&amp;asset=MultiDeviceOwnership_UK&amp;leadsource=Website&amp;Whitepaper%20Interest=MultiDeviceOwnership_UK">30% of owners have shopped via their wearable more frequently</a> in the last year. So be flexible to adapt to your customers and continually identify innovative ways to meet their shopping needs. </p> <p>Consumers today are spoilt for choice when it comes to how, when and where they shop. With the multi-device consumer come multiple opportunities for you to engage them and drive revenue growth.</p> <p>However, the benefit of this expanding device universe will only be realised if you have a clear understanding of individual shopping behaviour and can adapt accordingly.</p> <p>It comes down to making effective use of customer data to deliver the seamless experience that customers have now come to expect. </p> tag:www.econsultancy.com,2008:BlogPost/68102 2016-07-27T14:02:00+01:00 2016-07-27T14:02:00+01:00 Why there should be more plaudits for digital audits Chris Bishop <p>Those at the top of organisations don’t feel they have the strategic sweep to justify the time and effort required to commission them.</p> <p>Audits are viewed at times as a little “too tactical” or only done once every blue moon by agencies aiming to impress for your business, only to then collect dust on top of Econsultancy buyers guides print outs or even your old New Media Age magazines (<strong>Ed</strong>: We let this lie, but only to show we have a sense of humour).</p> <p>For the in-house Head of Ecommerce, requesting a digital audit might sound dangerously like a turkey voting for Christmas. </p> <h3>Are we selling audits wrongly?</h3> <p>Or is it the slightly cheesy marketing of website or marketing auditors themselves that is putting people off?</p> <p>All that tired ‘digital health check’ stuff might be the kind of foot in the door tactic that make brands feel suspicious of then giving access to their precious AdWords account, <a href="https://econsultancy.com/blog/67171-what-is-affiliate-marketing-why-do-you-need-it/">affiliate network</a> or analytics suite.</p> <p><img src="https://assets.econsultancy.com/images/0007/7503/healthcheck.jpeg" alt="health check" width="275" height="183"></p> <h3>How important are digital audits anyway?</h3> <p>In reality, though, digital audits are absolutely vital. And third party objective auditing ensures that you’re not marking your own home work or ignoring long term problems.</p> <p>Proper auditing, UX testing and <a href="https://econsultancy.com/blog/67473-seven-conversion-rate-optimization-trends-to-take-advantage-of-in-2016/">CRO analysis</a> means you can elongate the lifetime and effectiveness of your website and digital media activity, in a way that can be done on any budget.</p> <p>Your digital real estate is often an expensive investment - you’ve got to maintain it properly to get results.</p> <h3>Regular servicing is vital</h3> <p>Think of that shiny new website you’ve just spent months developing as a new car you’ve just acquired.</p> <p>To start off with, it’s the envy of everyone who sees it. After-sales support is pretty good and you can see years of trouble free motoring ahead of you. Before you know it, though, your warranty is up and you’re on your own.</p> <p>As the car ages, small problems become big problems. It performs less effectively. You’re paying for petrol, but it’s becoming less and less economical to run. There are so many things going wrong with it you don’t know where to start. Eventually the car's value is so diminished you might as well scrap it and buy a new one.</p> <p>It’s the same with websites and digital marketing campaigns. They can’t be left to look after themselves – and even the mechanic themselves might need some fine tuning or training themselves.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/7504/service-blog-flyer.jpg" alt="car service" width="380"></p> <h3>What a digital audit can do for you </h3> <p>Audits can show you how to balance your budget more effectively through action and prioritisation. They can identify common issues like plateaus in activity and drop offs in acquisition; all the elements that reduce profitability. </p> <h3>The Lessons of the Audit</h3> <p>Constantly learn, constantly improve, constantly trade! A timely and constructive audit will help you:</p> <ul> <li>Keep up to date with the latest channel trends - Google changes, new publishers in affiliate, new platform or techniques for social. </li> <li>Use competitor analysis to keep your enemies close! It’s crucial to analyse and understand market share/spend and its consequences for your brand. </li> <li>Help you (re)define your goals.</li> <li>Confirm your objectives or KPIs so you can measure success.</li> <li>Understand new opportunities.</li> <li>Benchmark improvements or conversely measure areas of decline.</li> <li>Ensure corporate compliance – its best practice to have someone external “rubber stamp” your activity.</li> <li>Encourage serendipity – the uncovering of that nugget of information that transforms your understanding and makes the commercial difference.</li> </ul> <h3>Should you take the plunge?</h3> <p>Regular and skilled digital auditing is a detailed and never ending task.  It can transform the effectiveness of your digital advertising, website and budget.  </p> <p>Is it sexy? It’s showing your website a lot of love and attention. It’s optimizing and maximizing your marketing profitability and performance. Sounds pretty sexy to me.</p> <p><em>More on auditing:</em></p> <ul> <li><a href="https://econsultancy.com/blog/68031-answering-the-key-question-of-content-auditing-where-do-i-start/">Answering the key question of content auditing - where do I start?</a></li> </ul> tag:www.econsultancy.com,2008:BlogPost/68075 2016-07-14T15:17:07+01:00 2016-07-14T15:17:07+01:00 Who will win the live-streaming battle: Facebook Live or Periscope? Blake Cahill <p>With an injection of social along with the time-sensitive nature of breaking broadcast, live-streaming is simply an age-old device repurposed for the present times. </p> <h3><strong>What does it mean for all of us?</strong></h3> <p>As traditional social channels are coming close to saturation, tech companies need to build new channels to invigorate their consumers.</p> <p>For brand marketers, this offers a tremendous opportunity to access tech-native early-adopter millennials and post-millennials – the customers of today and tomorrow.</p> <p>Most of whom have foregone broadcast, print, and 1.0 social networks for next-gen platforms.</p> <p>When it comes to advertising value, according to <a href="http://totalaccess.emarketer.com/Article.aspx?R=1014105&amp;dsNav=Ro:-1,N:789,Nr:NOT(Type%3aComparative+Estimate)">eMarketer</a>, digital video advertising spending grew 46% to $7.7bn in the US last year alone.</p> <p>Meaning marketers are increasingly betting on the success of these live platforms. </p> <h3><strong>#SendMeToSleep – the world’s most sleep-inducing social campaign</strong></h3> <p>A good example is the <a href="http://www.philips.co.uk/healthcare/resources/landing/world-sleep-day">#SendMeToSleep</a> social media campaign we rolled out in time for the World Sleep Day.</p> <p>As part of this campaign – during which we actively tried to create content so boring it was capable of sending our audiences straight to sleep – Philips broadcasted what Twitter tells us is the world’s longest Periscope stream.</p> <p><iframe src="https://www.youtube.com/embed/ZzOFWhtxEUw?wmode=transparent" width="560" height="315"></iframe></p> <p>For 41 hours straight, we showed splashes of paint being added to a canvas.</p> <p>And because the whole campaign was engaging and worked as a holistic experience, more than 6,000 people tuned in to watch paint dry.</p> <p>Besides being strangely soothing and entertaining, the campaign has achieved significant commercial success which should be the cornerstone of any good marketing strategy.</p> <h3><strong>Periscope &amp; Facebook Live: A modern day David &amp; Goliath?</strong></h3> <p>At first glance, it might look like Facebook is the obvious winner – it has the size, money, user base and brand trust as a popular advertising platform.</p> <p>Despite all this, however, I wouldn’t count out Twitter just yet.</p> <h4>Four reasons for choosing Facebook Live:</h4> <ol> <li> <strong>Audience:</strong> Facebook has a user base of 1.2bn people.</li> <li> <strong>Brand presence:</strong> Live broadcast can bring life back to Facebook brand pages that have been lagging behind Instagram and Twitter in terms of engagement.</li> <li> <strong>Spending power:</strong> Facebook has been on a spending spree signing over 140 contracts worth more than $50m with the likes of CNN, the New York Times and BuzzFeed.</li> <li> <strong>Pioneers:</strong> Airbnb and Disney teamed up for the Jungle Book premiere, Chevrolet used it to launch its new electric car, and Patron taught viewers how to master the perfect drink. </li> </ol> <h4>Four reasons for choosing Periscope:</h4> <ol> <li> <strong>The “cool” factor:</strong> Twitter’s <a href="http://www.bloomberg.com/gadfly/articles/2016-02-12/social-studies-comparing-twitter-with-facebook-in-charts">user base</a> skew younger, more diverse, wealthier, more educated and more likely to live in urban areas. This will drive usage as the two platforms integrate.</li> <li> <strong>Additional features:</strong> The native app offers a dedicated space with broadcast tabs, account tracking and sketch &amp; reaction options that just make it a bit more fun and user-oriented.</li> <li> <strong>Content:</strong> Periscope recently secured partnerships with <a href="https://gopro.com/help/articles/Block/Periscope-Live-Streaming-with-your-GoPro">GoPro</a> and <a href="http://uk.businessinsider.com/twitter-to-stream-nfl-thursday-night-games-2016-4">Thursday Night Football</a> (NFL) to ensure a lineup of engaging content.</li> <li> <strong>Innovation:</strong> Periscope just recently announced a series of new functions such as drone feed integration, search functions, and auto-save through app and Twitter comments.</li> </ol> <h3><strong>What are the downsides? </strong></h3> <p>Live on camera, some products, and even some people, may not work well.</p> <p>It’s difficult to be smartly scripted while still coming across as authentic, and a constant stream of comments from viewers can be hard to manage and moderate.</p> <p>It’s also important that you own what you’re streaming. No brand wants to end up tied in legal battles because they streamed content where ownership and rights haven’t been made clear.</p> <p>As with all new tools, it’s not easy to measure a return on investment. How you measure success – do you look at viewer numbers or drop-offs, likes or the comments?</p> <p>Lastly, live-streaming without a clear strategy and a clear focus on quality and relevance will ultimately disappoint the audience.</p> <h3><strong>Who is the winner?  </strong></h3> <p>At this point, it’s still too early to call.</p> <p>However, the competition is heating up, with YouTube and Tumblr unveiling their competitive offering along with lesser known players such as Live.ly, Livestream, and Hang all releasing their own live broadcast services.   </p> <p>If you’ve already placed your bets then make sure your content fits with the medium and you’re totally clear on ownership, quality, and measurement.</p> <p>Everything after that is just a stream away. </p> <p><em>For more on this topic, read:</em></p> <ul> <li><a href="https://econsultancy.com/blog/67603-what-marketers-need-to-know-about-facebook-s-livestreaming-push/"><em>What marketers need to know about Facebook's livestreaming push</em></a></li> <li><a href="https://econsultancy.com/blog/67712-seven-helpful-tips-for-livestreaming-success/"><em>Seven helpful tips for livestreaming success</em></a></li> <li><a href="https://econsultancy.com/blog/67967-six-things-we-learned-from-using-periscope-to-live-stream-from-fodm16/"><em>Six things we learned from using Periscope to live stream from #FODM16</em></a></li> </ul> tag:www.econsultancy.com,2008:BlogPost/68034 2016-07-07T09:58:23+01:00 2016-07-07T09:58:23+01:00 How Selfridges’s Body Studio blurs the lines between digital & in-store Nikki Gilliland <p><a href="http://www.selfridges.com/GB/en/content/article/body-studio" target="_blank">Body Studio</a>, the latest creative project from Selfridges, is hoping to turn this notion around. </p> <p>Capitalising on the wellness trend, it is an entirely new in-store and online department based around lingerie, hosiery, swimwear and sportswear.</p> <p>Here’s why Body Studio is a great example of creativity within the world of women’s retail.</p> <h3>Empowering content</h3> <p>Whether it’s a Victoria Secret model or David Beckham in his pants, lingerie advertising is often highly sexualised – far removed from the everyday reality of buying underwear.</p> <p>With ‘Incredible Machines’ – a short film designed to promote the campaign – Selfridges sets a very different tone.</p> <p>In the video, a number of inspirational women speak about the relationship they have with their own body.</p> <p>A deliberate move away from traditional advertising, Selfridges uses video as a way of creating conversation as well as promoting its core message. </p> <p>With its empowering tone and inspirational subject matter, it’s certainly a refreshing take on the world of lingerie advertising – and a great way of capturing consumer interest in the Body Studio.</p> <p>By promoting an ethos rather than a product, it is automatically much more memorable.</p> <p><iframe src="https://www.youtube.com/embed/rmaNcRj-Wd4?wmode=transparent" width="854" height="480"></iframe></p> <h3>Unique in-store space</h3> <p>Described as a ‘statement space’, the Body Studio is Selfridges’ attempt to take a neglected category and truly celebrate it.</p> <p>Instead of resigning lingerie to one corner, it has made it the focus of the largest department in its flagship store.</p> <p>Part of a five-year refurbishment project, it is designed to be a destination within a destination - a place where people will want to come to explore.</p> <p><img src="https://assets.econsultancy.com/images/0007/6763/Selfridges_Body_Studio_In-Store.PNG" alt="" width="780" height="540"></p> <p>What is unique about the Body Studio is that, despite selling a multitude of luxury brands, the studio itself is heavily promoted as a Selfridges-own service.</p> <p>Instead of focusing on the designers or even the clothes themselves, the store is much more focused on the overall experience it provides.</p> <p>Including a 'Fit Studio', two beauty rooms, a Daniel Galvin hair salon and a healthy eating café, it harks back to the days where shopping was an all-day activity and not just a lunch-time browse. </p> <p>The first department of its kind, it also signals a shift for retailers. Integrating the categories of <a href="https://econsultancy.com/reports/a-marketer-s-guide-to-wearable-technology/">wearable technology</a>, activewear and underwear, it highlights the way clothes are now seen as an extension of our lifestyle choices.</p> <p><img src="https://assets.econsultancy.com/images/0007/6764/Fit_Studio.PNG" alt="" width="780" height="479"></p> <h3>Interactive digital experience</h3> <p>The Body Studio digital hub aims to complement the in-store experience, offering a wealth of content related to fashion, fitness and wellbeing.</p> <p>With its pared-down design, there is a clear focus on editorial, and this makes for an enjoyable and interesting user experience.</p> <p><img src="https://assets.econsultancy.com/images/0007/6765/selfridges_hemsley_and_hemsley.PNG" alt="" width="750" height="645"></p> <p>As well as features that cleverly advertise products, there are also recipes and interviews - making it feel like more of a lifestyle publication as opposed to just a retail website.</p> <p>As we've seen from the <a href="https://econsultancy.com/blog/67909-selfridges-unveils-ios-app-with-shoppable-instagram-feed-is-it-any-good/">recent launch of its shoppable app</a>, Selfridges has been focusing on its digital efforts of late. With its 360 degree-video as well as integrated streaming of Body Talk debates, this section of its website is similarly digitally-savvy.</p> <p>However, what <em>is</em> different here is that the content always points the user’s attention back to the physical experience.</p> <p>Personally, I found myself far more intrigued by the events happening in-store rather than online.</p> <p><img src="https://assets.econsultancy.com/images/0007/6766/selfridges_events.PNG" alt="" width="780" height="541"></p> <h3>In conclusion…</h3> <p>While the digital hub provides an interesting glimpse into the Body Studio, it mainly serves as an advert for the flagship department. And ultimately, this appears to be Selfridges’ aim.</p> <p>More of a creative concept designed to entice shoppers in-store (as well as provide a platform for the growing athleisure industry), it is a great example of how to execute an immersive shopping experience.</p> tag:www.econsultancy.com,2008:BlogPost/67996 2016-06-29T14:36:00+01:00 2016-06-29T14:36:00+01:00 What travel & tourism marketers can learn from Discover LA Edwyn Raine <p dir="ltr">The quality of keynote speakers and workshops was fantastic, but one in particular held my attention — Don Skeoch from LA Insights.</p> <p dir="ltr">There’s a lot that we can learn from our cross-Pacific neighbours.</p> <h3 dir="ltr">Don from LA </h3> <p dir="ltr">Don Skeoch is the CMO of <a href="http://www.discoverlosangeles.com/">Discover Los Angeles</a> - LA’s tourism and convention board.</p> <p dir="ltr">Overseeing the marketing for one of the most visited cities in the world would undoubtedly be a tough gig, and he detailed some of the challenges he and his team have faced while promoting LA as a tourism destination.</p> <p dir="ltr">More specifically, he expanded on the highly successful 'Get Lost in LA' campaign that they executed at the beginning of the year.</p> <p dir="ltr">As consumers, we rarely see more than the finished product of a marketing campaign, but it is the exposure to the research, planning and development that really helps define the success of the campaign.</p> <p dir="ltr">Don shared lots of ideas and insights into the back-end of the campaign, which are worth thinking about if you are planning on running any campaign-led activity.</p> <h3 dir="ltr">Speak to the people that know best </h3> <p dir="ltr">“Visitors want to live like locals.”</p> <p dir="ltr">This was something that Discover Los Angeles quickly decided, so the best way to understand what locals like about LA was to talk to them. </p> <p dir="ltr">A series of focus groups were organised with two different sets of people: tourists and locals.</p> <p dir="ltr">Discover LA spoke with tourists to understand what they thought about travel within California, where LA fitted into that and what the city is in competition with.</p> <p dir="ltr">More interestingly, Discover LA spoke with a large number of locals, helping it to understand what makes LA special and how it could get across an authentic LA experience.</p> <h3 dir="ltr">Position your brand offering</h3> <p dir="ltr">The focus groups revealed what locals felt were LA’s strengths, but this wasn’t where Discover Los Angeles stopped.</p> <p dir="ltr">It also spent considerable time reviewing the city's weaknesses, looking specifically at where Los Angeles couldn’t compete with other cities. </p> <p dir="ltr">Discover LA concluded that it can’t compete with Europe for history, and nor did it want to.</p> <p dir="ltr">Don shared with us a matrix that quickly summed up where LA could compete and where it would shine. </p> <p dir="ltr"><img src="https://assets.econsultancy.com/images/0007/6584/melbourne_presentation.jpg" alt="" width="850" height="445"></p> <h3 dir="ltr">Invest in content</h3> <p dir="ltr">Content is king - what a horrific cliché - but it isn’t wrong. </p> <p dir="ltr">Discover LA was aware of the importance of high quality content in its campaign activity.</p> <p dir="ltr">It invested in professionally produced video, dedicated landing pages and an interactive map with video content for every suburb that tourists may want to explore.</p> <p dir="ltr">This investment in content had huge organic, social and referral traffic implications, creating something that users really wanted to share with others.</p> <p dir="ltr">Not only was the production value of the TV advert high, but it also included a theme of diversity, allowing it to appeal and influence a much larger audience.</p> <p dir="ltr">This diversity was spread across geographical, cultural and ethnic groups – see if you can spot how they have integrated these into the video below:</p> <p dir="ltr"><iframe src="https://www.youtube.com/embed/0ANoaDCTlPA?wmode=transparent" width="560" height="315"></iframe></p> <p dir="ltr">One of the interesting things you’ll note is that the video doesn’t push what LA is famous for - things like the Hollywood sign and Disneyland.</p> <p dir="ltr">This was an intentional move, as LA offers so much more to the traveller.</p> <p dir="ltr">In addition to the video, the landing page also included six hugely different travel itineraries.</p> <p dir="ltr">These spanned across adventures for families to those for foodies, and even more impressively, each of these itineraries was categorised by time, allowing travellers to choose one which suited the amount of time they were likely to be in LA, be it a day or a week. </p> <p dir="ltr">While in the short term this was a large investment, it quickly proved its worth when spread over the media budget of the campaign.</p> <p dir="ltr">Without this focus on good content, media budget would simply have been wasted.</p> <h3 dir="ltr">Conclusion &amp; results</h3> <p dir="ltr">Measuring the success of a campaign of this size is by nature difficult, but Don was able to suggest that the campaign had a return on investment of 146:1.</p> <p dir="ltr">In monetary terms, it drove incremental spending of $648m for Los Angeles. </p> <p dir="ltr"><em>For more on this topic, see:</em></p> <ul> <li><a href="https://econsultancy.com/reports/digital-trends-in-the-travel-and-hospitality-sector/"><em>Digital Trends in the Travel and Hospitality Sector</em></a></li> <li><a href="https://econsultancy.com/blog/67766-10-examples-of-great-travel-marketing-campaigns/"><em>10 examples of great travel marketing campaigns</em></a></li> <li><a href="https://econsultancy.com/blog/67952-five-tourism-websites-guaranteed-to-give-you-wanderlust/"><em>Five tourism websites guaranteed to give you wanderlust</em></a></li> </ul> tag:www.econsultancy.com,2008:BlogPost/67827 2016-05-10T14:28:30+01:00 2016-05-10T14:28:30+01:00 Marketers continue to focus on CX ahead of one-off campaigns: stats Nikki Gilliland <p>With 73% of digital marketers agreeing that this will be the biggest priority in future, how exactly can it be implemented?</p> <p><img src="https://assets.econsultancy.com/images/0007/4801/Cohesive_Campaigns.PNG" alt="" width="750" height="508"></p> <p>Let’s take a look at some of the easiest ways to give the customer consistency across all channels.</p> <h3><strong>1. Mobile</strong></h3> <p>The phrase ‘mobile-first’ is nothing new, but with more consumers using their smartphones for multiple purposes, delivering a consistent experience is more important than ever before.</p> <p>From tweeting brands and browsing, to purchasing and reviewing products – it can all be done from the same smartphone.</p> <p>If a customer finds they can’t buy as well as browse from an app, they could end up going elsewhere.</p> <p><img src="https://assets.econsultancy.com/images/0007/4804/Cohesive_Customer_Experience.jpg" alt="" width="750" height="498"></p> <h3><strong>2. Social </strong></h3> <p>A key part of any customer journey is a personalised service, and social media is an important channel in this regard. </p> <p>With 60% of companies looking to increase social media investment in 2016, the trend for ‘one-to-one’ communication between brands and consumers looks set to continue. </p> <p><img src="https://assets.econsultancy.com/images/0007/4802/Social_Media.PNG" alt="" width="750" height="450"></p> <h3><strong>3. Satisfaction</strong></h3> <p>Traditional marketing success is often measured by ROI and conversion rates, and while this is obviously still essential, levels of customer satisfaction are becoming an increasingly important gauge for companies. </p> <p>Similarly, marketers should focus on the impact of a campaign rather than just the format.</p> <p>While keeping up with technological advances is important, it still means that if a traditional advertising method such as a billboard garners more success than a digital ad, it should be recognised.</p> <p><img src="https://assets.econsultancy.com/images/0007/4811/billboard.jpg" alt="" width="750" height="496"></p> <h3><strong>4. Experimentation </strong></h3> <p>Despite the huge desire to deliver great campaigns, just 35% of companies reserve a budget specifically for the purposes of experimenting.</p> <p>However, when it comes to clearly defining what customers want from a brand, experimentation can provide huge value.</p> <p>Convincing top-level managers that this is a key marketing strategy (and not just a creative whim) is important.</p> <p><img src="https://assets.econsultancy.com/images/0007/4805/Experimentation.PNG" alt="" width="427" height="536"></p> <p><em><strong>To find out more on this topic, download the <a href="https://econsultancy.com/reports/marketing-budgets/">Marketing Budgets Report 2016.</a></strong></em></p> tag:www.econsultancy.com,2008:BlogPost/67788 2016-04-27T10:19:48+01:00 2016-04-27T10:19:48+01:00 Giving B&Q customer feedback: the one time I wished for a QR code Ben Davis <h3>Buying turf</h3> <p>I bought some turf at the weekend.</p> <p>After checking out, the cashier pointed to the bottom of my receipt and encouraged me to leave feedback for the chance to win a prize.</p> <p>To leave my feedback I had to visit a URL. Without even looking at what the URL was, I figured I couldn't be bothered leaving feedback.</p> <p>Why was that?</p> <p><img src="https://assets.econsultancy.com/images/0007/4323/IMG_2770.JPG" alt="b&amp;q receipt" width="615"></p> <h3>The status quo</h3> <p>The reason I didn't leave feedback was two-fold:</p> <ol> <li>Who wants to enter a URL into their smartphone?</li> <li>My previous experience with feedback surveys was torturous, and the cashier's words of 'it takes two minutes' were ominous.</li> </ol> <h3>But I had a go anyway</h3> <p>When I got home, I gave it a go on mobile in my back garden, as I leaned on a spade.</p> <p>The first thing I noticed was how many valuable seconds went by in telling B&amp;Q what store I visited, on what day and at what time.</p> <p>As far as I was concerned, B&amp;Q already 'knew' this information - it's all on my receipt - but chose not to carry it forward to the feedback process.</p> <p>Feedback forms aren't just designed for those with a receipt, but predominantly they are.</p> <p>Let's look at those unnecessary steps.</p> <h4><strong>Unnecessary step one: a map took a while to load in browser (on WiFi)</strong></h4> <p>This put me off straight away. If I was on my mobile data, I would have quit the process here.</p> <p>The map was pointless - how many B&amp;Qs are there in any town or city? Not enough for confusion.</p> <p>A simple list would have sufficed - the browser had already asked to use my location so the options were narrowed significantly.</p> <p><img src="https://assets.econsultancy.com/images/0007/4324/IMG_2759.PNG" alt="map b&amp;Q feedback" width="300">  <img src="https://assets.econsultancy.com/images/0007/4325/IMG_2760.PNG" alt="map b&amp;Q feedback" width="300"></p> <h4><strong>Unnecessary step two: adding date and time</strong></h4> <p>By the time I added date and time of visit (below), by my reckoning, I had traversed four pages with a total of 10 clicks just to give a retailer information I felt it already knew.</p> <p>If I had abandoned on any of these four pages, the retailer would still know nothing of my thoughts.</p> <p><img src="https://assets.econsultancy.com/images/0007/4326/IMG_2761.PNG" alt="b&amp;q feedback" width="300">  <img src="https://assets.econsultancy.com/images/0007/4327/IMG_2762.PNG" alt="b&amp;q feedback" width="300"></p> <h3>Next, the survey itself</h3> <p>I have to first give a rating and then explain my rating. I can deal with that (see my boring responses below).</p> <p>But after this, the survey drags on too long. Keep reading and I'll show you.</p> <p><img src="https://assets.econsultancy.com/images/0007/4328/IMG_2763.PNG" alt="b&amp;q feedback" width="300">  <img src="https://assets.econsultancy.com/images/0007/4329/IMG_2764.PNG" alt="b&amp;q feedback" width="300"></p> <p>Below I have included screenshots from the rest of the survey questions (before data collection).</p> <p>I wanted to lump them altogether so you get an idea of the disproportionate length of the survey, after I have already rated my visit (and qualitatively explained that rating).</p> <p>As you can see, most of the questions are concerned with whether or not B&amp;Q staff smiled at me.</p> <p>I understand this - it's what makes B&amp;Q good, the customer service.</p> <p>However, the most important part of a feedback survey, aside from improving, is capturing customer data (possibly with permission to market to them).</p> <p>If I abandon the survey because of these repetitive questions (and the lack of a progress bar meaning I'm not entirely sure this survey won't go on forever), then B&amp;Q doesn't get my data.</p> <p>Yes, the retailer may have saved my answers so far, but it'll never tie them to an email address and have chance to develop our relationship.</p> <p><img src="https://assets.econsultancy.com/images/0007/4330/IMG_2765.PNG" alt="b&amp;q feedback" width="300">  <img src="https://assets.econsultancy.com/images/0007/4331/IMG_2766.PNG" alt="b&amp;q feedback" width="300"></p> <p><img src="https://assets.econsultancy.com/images/0007/4332/IMG_2767.PNG" alt="b&amp;q feedback" width="300">  <img src="https://assets.econsultancy.com/images/0007/4333/IMG_2768.PNG" alt="b&amp;q feedback" width="300"></p> <p><img src="https://assets.econsultancy.com/images/0007/4334/IMG_2769.PNG" alt="b&amp;q feedback" width="300"></p> <h3>Total pages and clicks?</h3> <p>After entering my details and submitting, I had seen approximately <strong>13 pages and clicked 30 times</strong> (excluding free text fields).</p> <p>On mobile I want <strong>one</strong> scrolling page, not too long, with my reward in sight and room to say my piece.</p> <h3>So, what's my point?</h3> <p>Retailers make a big deal of wanting customer feedback.</p> <p>But many of their approaches are stuck in a rut - based on old-fashioned face-to-face questions or a long paper questionnaire.</p> <p>Consumers want to do things quickly, so if retailers put as much effort into streamlining feedback channels as they do optimising their checkouts, everyone would be better off.</p> <p>I don't mean something as quick, opaque and unrewarding as those <a href="http://cdn.londoncalling.co/wp-content/uploads/heathrow-feedback.jpg">green, orange and red buttons</a> in stores, but a middle ground.</p> <p>It's all part of what I would consider a multichannel or omnichannel experience, and should match the quality of <a href="https://econsultancy.com/blog/65704-b-q-on-its-new-website-most-of-the-60m-went-on-backend-systems/">B&amp;Q's excellent website</a>.</p> <p>On QR codes, specifically, there's a dilemma. Although I think they would be the perfect solution on a receipt to streamline some of the process, their adoption is non-existent.</p> <p>Your phone's operating system likely doesn't have a reader and users are sceptical about the codes themselves.</p> <p>What a missed opportunity, when one sees <a href="https://econsultancy.com/blog/67545-10-practical-uses-for-qr-codes-in-china/">how useful they are in China</a>.</p> <h3>Addendum</h3> <p>This post isn't an indictment of B&amp;Q. Far from it. I'm just being demanding to make a point.</p> <p>The retailer is doing fine here - the feedback form was mobile optimised and I have at least been entered into a prize draw.</p> <p>Additionally, receiving further information was an opt-in process when giving my data (rather than opt out), as one would expect.</p> <p>However, it's in areas like customer feedback where brands can go from good UX to great UX.</p>