tag:econsultancy.com,2008:/topics/social Latest Social content from Econsultancy 2017-07-25T11:33:00+01:00 tag:econsultancy.com,2008:Report/3008 2017-07-25T11:33:00+01:00 2017-07-25T11:33:00+01:00 Internet Statistics Compendium Econsultancy <p>Econsultancy’s <strong>Internet Statistics Compendium</strong> is a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media. </p> <p><strong>The compendium is available as 11 main reports (in addition to two sector-specific reports, B2B and Healthcare &amp; Pharma) across the following topics:</strong></p> <ul> <li><strong><a href="http://econsultancy.com/reports/advertising-media-statistics">Advertising</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/content-statistics">Content</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/customer-experience-statistics">Customer Experience</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/web-analytics-statistics">Data and Analytics</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/demographics-technology-adoption">Demographics and Technology Adoption</a></strong></li> <li><strong><a href="http://econsultancy.com/uk/reports/ecommerce-statistics">Ecommerce</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/email-ecrm-statistics">Email and eCRM</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/mobile-statistics">Mobile</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/search-marketing-statistics">Search</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/social-media-statistics">Social</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/strategy-and-operations-statistics">Strategy and Operations</a></strong></li> </ul> <p>Updated monthly, each document is a comprehensive compilation of internet statistics and digital market research with data, facts, charts and figures. The reports have been collated from information available to the public, which we have aggregated together in one place to help you quickly find the internet statistics you need - a huge time-saver for presentations and reports.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p><strong>Sector-specific data and reports are also available:</strong></p> <ul> <li><strong><a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B</a><br></strong></li> <li><strong><strong><a title="Financial Services and Insurance Internet Statistics Compendium" href="https://econsultancy.com/reports/financial-services-and-insurance-internet-statistics-compendium/">Financial Services and Insurance</a></strong></strong></li> <li> <strong><a title="Healthcare and Pharmaceuticals Internet Statistics Compendium" href="https://econsultancy.com/reports/healthcare-and-pharmaceuticals-internet-statistics-compendium/">Healthcare and Pharmaceuticals</a></strong><strong> </strong> </li> <li><strong><a title="Retail Statistics Compendium" href="https://econsultancy.com/reports/retail-statistics-compendium/" target="_self">Retail</a></strong></li> <li><strong><a title="Travel Statistics Compendium" href="https://econsultancy.com/reports/travel-statistics-compendium/" target="_self">Travel</a></strong></li> </ul> <p><strong>Regions covered in each document (where data is available) are:</strong></p> <ul> <li><strong>Global</strong></li> <li><strong>UK</strong></li> <li><strong>North America</strong></li> <li><strong>Asia</strong></li> <li><strong>Australia and New Zealand</strong></li> <li><strong>Europe</strong></li> <li><strong>Latin America</strong></li> <li><strong>MENA</strong></li> </ul> <p>A sample of the Internet Statistics Compendium is available for free, with various statistics included and a full table of contents, to show you what you're missing.</p> tag:econsultancy.com,2008:BlogPost/69250 2017-07-14T10:52:35+01:00 2017-07-14T10:52:35+01:00 Four reasons behind Superdrug's 41% increase in profits Nikki Gilliland <p>So, why the big turnaround? Here’s a look at Superdrug’s strategy, and the reasons why it’s currently enjoying a resurgence.</p> <h3>Targeting younger shoppers </h3> <p>Boots is the largest health and beauty retailer in the UK, with over 2,500 stores compared to Superdrug’s 850 or so. It’s also got the longest history, as well as a large and loyal consumer base that includes people of all ages and budgets.</p> <p>With Boots catering to such a large demographic, Superdrug has changed its strategy to target a more specific set of consumers. While its rival concentrates on its own-brand beauty range of Botanics, as well as more mid to high-end brands such No. 7 and L’Oréal, Superdrug deliberately targets younger consumers interested in more affordable cosmetics. </p> <p>Cheaper brands like MUA, GOSH and Make-Up Revolution, despite being less well-known, are now sold in most stores.</p> <p>So, alongside a general focus on affordability, how exactly does Superdrug entice younger consumers?</p> <p>In the face of low-price beauty launches from the likes of Primark, H&amp;M and New Look, Superdrug’s work with <a href="https://econsultancy.com/blog/66560-what-are-influencers-and-how-do-you-find-them" target="_blank">influencers</a> certainly sets it apart. The retailer struck a deal with Zoella in 2014 to sell her beauty range, with the collection going on to break sales records. </p> <p>Upon launch, the Superdrug website saw twice as many visitors as usual, with 25% of new visitors clicking on the Zoella range. Since then, Zoella has gone on to release two new collections, both resulting in similar success for Superdrug.  </p> <p>Other popular influencers such as Tanya Burr and Fleur de Force have also partnered with Superdrug to sell exclusive make-up and cosmetics collections, meaning the retailer has been able to capitalise on their existing and loyal audience. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/Zoella">@Zoella</a> <a href="https://twitter.com/ZoellaBeauty">@ZoellaBeauty</a> I've just picked this up from Superdrug it's so pretty <a href="https://t.co/IKAg0QyMdR">pic.twitter.com/IKAg0QyMdR</a></p> — Jessica newman (@jnew135) <a href="https://twitter.com/jnew135/status/883622463531253760">July 8, 2017</a> </blockquote> <h3>In-store experience</h3> <p>Influencers are not the only way Superdrug has aligned itself to younger shoppers. In 2014, it rolled out its new ‘Beauty Studio’ concept, offering beauty services such as threading, manicures and eyelash extensions in-stores. In select locations, it also introduced digital displays and an interactive ‘selfie’ area to encourage shoppers to share their makeovers on social media.</p> <p>Elsewhere, and even in stores that do not include a Beauty Studio, the design and layout of most stores is used to differentiate itself from Boots’ pared down approach. The retailer often uses bright colours and illuminated lettering, bringing a fashionable element into stores. Again, cosmetics is a huge focus, with this area often much larger than other areas.</p> <p><img src="https://assets.econsultancy.com/images/0008/7455/superdrug_cosmetics.JPG" alt="" width="650" height="431"></p> <p>Another way Superdrug has enhanced the in-store experience is to introduce Wi-Fi and its own radio station. ‘Superdrug Live’ is used to support brand campaigns and promotions, as well as create a unique store environment through music.</p> <h3>Healthcare focus</h3> <p>Alongside its Beauty Studio, Superdrug has also expanded into the healthcare market, placing much more focus on its status as a pharmacy as well as cosmetics retailer.</p> <p>While its stores used to have a 70/30 split between beauty and health products, some stores now have a 60/40 strategy, with the retailer introducing consultation rooms and services from pharmacists and nurses, such as flu vaccinations. </p> <p>Interestingly, Superdrug has also introduced its own brand of morning-after pill, selling it at half the cost of the average pill sold over the counter. The move has been praised by the British Pregnancy Advisory Service, which applauded the retailer for giving women greater choice and accessibility. </p> <p>There’s no doubt that Superdrug’s focus on healthcare is succeeding – sales of this category grew 12% last year.</p> <p><img src="https://assets.econsultancy.com/images/0008/7456/wellbeing.JPG" alt="" width="650" height="444"></p> <h3>Rewarding loyalty</h3> <p>Superdrug’s <a href="https://econsultancy.com/admin/blog_posts/69250-four-reasons-why-superdrug-is-succeeding/edit/Six%20tips%20for%20loyalty%20program%20success" target="_blank">loyalty program</a> has also grown over the past few years. In fact, membership is said to have doubled over the past two years, with the retailer having 19m registered members by the end of 2016. </p> <p>The Health and Beauty card is a fairly standard retail loyalty system, rewarding shoppers with points that can be exchanged for discounts. However, Superdrug adds value with exclusive offers and perks, also rewarding long-term loyalty members with exclusive gifts. Regular promotions like ‘Treat Thursdays’ – which offers exclusive discounts – provide incentive for members to collect and spend points.</p> <p>The Health and Beauty card also works in conjunction with the Superdrug app, allowing shoppers to collect and monitor points as well as access offers. By aligning the app and loyalty program, Superdrug has also been able to improve targeting, offering deals and promotions to customers based on their location or past purchase history.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Calling all Health &amp; Beautycard members! Get 10% off Diet &amp; Fitness products until 23:59 tonight <a href="https://t.co/pj1ctMQvf7">https://t.co/pj1ctMQvf7</a> <a href="https://twitter.com/hashtag/treatthursday?src=hash">#treatthursday</a> <a href="https://t.co/qcrKFWzd3g">pic.twitter.com/qcrKFWzd3g</a></p> — Superdrug (@superdrug) <a href="https://twitter.com/superdrug/status/885431137660796928">July 13, 2017</a> </blockquote> <h3>Improved online presence </h3> <p>While most consumers might naturally think of Superdrug in terms of physical stores, the retailer has been making strides to improve its ecommerce capabilities – as well as its general digital presence.</p> <p>With improved delivery and click and collect, it offers customers more flexibility than before – perhaps one of the main reasons its saw a 60% growth in online sales last year.</p> <p>Another reason could be its Online Doctor service, which allows customers to consult with a doctor on various medical issues and arrange prescription for collection or delivery. The popularity of the Online Doctor has spurred on expansion of Superdrug’s healthcare services, with the retailer recently announcing that will open 30 new stores and create 600 new jobs in the UK.</p> <p>Meanwhile, Superdrug uses social media to reach out and interact with consumers. Its Twitter and Facebook strategy involves a lot of user generated content, with the brand also using lifestyle and pop-culture inspired content to engage younger, female consumers.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Chris says he isn’t bothered… but we have a feeling that he is defo bothered! <a href="https://twitter.com/hashtag/draaaaaama?src=hash">#draaaaaama</a> <a href="https://twitter.com/hashtag/muggymikeisback?src=hash">#muggymikeisback</a> <a href="https://twitter.com/hashtag/loveisland?src=hash">#loveisland</a> <a href="https://t.co/Tzj24KdgFW">pic.twitter.com/Tzj24KdgFW</a></p> — Superdrug (@superdrug) <a href="https://twitter.com/superdrug/status/885590454573641736">July 13, 2017</a> </blockquote> <h3>In conclusion…</h3> <p>Making both beauty and healthcare accessible, Superdrug has managed to carve out a niche in the market, making its high street presence almost indispensable to consumers.</p> <p>While it previously stood in the shadow of Boots, its strong growth and expansion plans means it is a worthy competitor – possibly even winning in the fight for the attention of today’s young consumers. </p> <p><em><strong>Related reading:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/67138-native-apps-for-retail-10-reasons-it-s-now-or-never/">Native apps for retail: 10 reasons it's now or never</a></em></li> <li><em><a href="https://econsultancy.com/blog/66160-how-boots-can-improve-its-customer-journey-from-search-to-checkout/">How Boots can improve its customer journey from search to checkout</a></em></li> <li><em><a href="https://econsultancy.com/blog/68472-three-reasons-behind-whsmith-s-boost-in-profits/" target="_blank">Three reasons behind WHSmith’s boost in profits</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/69243 2017-07-13T12:00:48+01:00 2017-07-13T12:00:48+01:00 Is it time to put the kibosh on the VR hype? Patricio Robles <p>"Pretty soon we're going to live in a world where everyone has the power to share and experience whole scenes as if you're just there, right there in person," he told the audience. "Imagine being able to sit in front of a campfire and hang out with friends anytime you want. Or being able to watch a movie in a private theater with your friends anytime you want. Imagine holding a group meeting or event anywhere in the world that you want.  All these things are going to be possible. And that's why Facebook is investing so much early on in virtual reality. So we can hope to deliver these types of social experiences."</p> <p>But a year and a half later, there's little indication that Zuckerberg's VR vision is progressing towards reality.</p> <h3>Trying to spur adoption</h3> <p>The latest demonstration of that: in an apparent effort to drum up consumer interest in its wares, Oculus, the VR company Facebook acquired for $3bn in 2014, <a href="https://www.technologyreview.com/s/608257/another-price-slash-suggests-the-oculus-rift-is-dead-in-the-water/">is temporarily cutting the price</a> of its Rift headset and Touch controllers to $399 from $598.</p> <p>Previously, the cost of the bundle was $798 and some observers are suggesting that at $399, Oculus is likely losing money on each sale.</p> <p>Oculus, which doesn't release sales figures, insists that the price cut is not a result of poor sales. According to Oculus content chief Jason Rubin, the company is more aggressively pushing its hardware because there's now a critical mass of content. "Now is the time to be pushing consumers into the product because they'll find exciting things to do," he told the Wall Street Journal.</p> <p>But despite the fact that there's more VR content than there was a year ago, the Wall Street Journal's Sarah E. Needleman pointed out that "virtual reality still doesn't have a breakout hit game or app, though."</p> <p>With analysts estimating sales of the Oculus Rift, HTCs Vive and PlayStation VR headsets at under 3m units <em>combined</em>, it's clear that VR isn't anywhere near a mainstream breakthrough and according to Reuters' David Ingram, "the industry [is trying] to figure out why the technology for immersive games and stories has not taken off among consumers."</p> <p>There is no shortage of potential reasons, including the possibility that consumers aren't as taken with the idea of sitting around a virtual campfire as Zuckerberg.</p> <p>Whatever the reason or reasons, VR's disappointing consumer adoption certainly isn't the result of lack of investment. Billions of dollars have been poured into the VR market in recent years by folks like Zuckerberg, who declared that VR would "become a part of daily life for billions of people" when Facebook purchased Oculus three years ago.</p> <h2>Better next big things</h2> <p>Right now, the Oculus purchase looks like one of Facebook's least successful acquisitions yet, but while Facebook has the ability to make such bets and absorb the losses if they fail, the VR story is a good reminder that the next big thing doesn't always arrive on time, and that the next big thing might not even be the next big thing.</p> <p>That doesn't mean there aren't markets in which it makes sense for brands to experiment with VR, or that VR won't eventually become important, but in mid-2017 the time has come to acknowledge that the VR hype was very premature and brands have better nascent technologies to pay attention to and invest in.</p> tag:econsultancy.com,2008:BlogPost/69244 2017-07-13T10:32:38+01:00 2017-07-13T10:32:38+01:00 Eight inspiring examples of shoppable digital content Nikki Gilliland <p>So, how can retailers capture consumers in the moment?</p> <p>Shoppable content is one effective strategy. This refers to any kind of content – including images, video or blogs – that offers customers a direct opportunity to buy within just a few clicks. The strategy helps to bridge the gap between browsing and buying, effectively engaging consumers and increasing conversion rates in the process.</p> <p>So, what does effective shoppable content look like? Here are just a few inspiring brand cases and the reasons why they work.</p> <h3>Diesel</h3> <p>Shoppable video can be a mixed bag. While the medium sounds great in theory – allowing consumers to click directly on the products they’re seeing on screen – it can actually be a rather jarring user experience, interrupting the video and taking viewers away mid-action.</p> <p>That being said, Diesel’s shoppable video – created as part of its #forsuccessfulliving campaign and in celebration of the brand’s 30th anniversary – is a pretty seamless example. </p> <p>Directed by Alexander Turvey, the short follows various Diesel models as they prepare for their first catwalk show. Calls-to-action appear at certain points throughout, which allows the viewer to save items or go directly to the Diesel store. As the video only involves music, with no real narrative or plot, this means that the experience of ‘in the moment’ shopping is less disruptive.</p> <p><a href="https://www.instagram.com/p/BKA4Zndgnja/" target="_blank"><img src="https://assets.econsultancy.com/images/0008/7407/Diesel.JPG" alt="" width="780" height="497"></a></p> <p>Meanwhile, the video capitalises on the ‘<a href="https://econsultancy.com/blog/68305-runway-to-retail-how-fashion-brands-are-introducing-see-now-buy-now" target="_blank">see now buy now trend</a>’, selling exclusive items ahead of Diesel’s FW16 runway show in Tokyo to provide extra value for consumers.</p> <h3>Lazy Oaf</h3> <p>Instagram is now the top social media platform in terms of user engagement. Instead of just likes and comments, however, many brands want to transfer this engagement into direct purchases. </p> <p>While Instagram itself has been testing its new shopping features, retailers like Lazy Oaf have been busy finding their own ways to make the user experience more shoppable. It has created its own ‘Insta-shop’ – which lives on its main site, but is also linked to from its Instagram channel.</p> <p><img src="https://assets.econsultancy.com/images/0008/7397/Instashop.JPG" alt="" width="550" height="273"></p> <p>Essentially, it allows consumers to browse the Lazy Oaf Instagram feed (but on its own website) and means they can directly click on and buy any item they like. By hovering over each photo, users can instantly see whether an item is shoppable, also making it easy for consumers to buy multiple items in one go.</p> <p><img src="https://assets.econsultancy.com/images/0008/7396/Lazy_Oaf_2.JPG" alt="" width="780" height="442"></p> <h3>Made.com</h3> <p>Made.com’s Unboxed cleverly shows how to merge <a href="https://econsultancy.com/blog/67547-10-excellent-examples-of-user-generated-content-in-marketing-campaigns" target="_blank">user-generated</a> and shoppable content. Building on the idea that people want to see how furniture or homeware looks in real life before investing, it allows customers to upload photos of their Made.com purchases. </p> <p>Alongside this, it also includes links to available items in each photo, encouraging customers to take action instead of just inspiration. Users can even get in touch with the people who have uploaded photos in order to ask questions and hear honest reviews.</p> <p>While it's not the most seamless example of shoppable content (perhaps focusing the user's attention on reviews rather than clicking through to the products themselves) - it still helps to drive purchases in the long run.</p> <p><img src="https://assets.econsultancy.com/images/0008/7400/Made_Unboxed.JPG" alt="" width="650" height="588"></p> <h3>Net-A-Porter</h3> <p><a href="https://econsultancy.com/blog/68219-four-things-brands-can-learn-about-content-marketing-from-net-a-porter" target="_blank">Net-A-Porter</a> is a retailer that truly understands the importance of shoppable content, using it to drive customer loyalty both on- and offline. Its print magazine, Porter, works in conjunction with a digital-version, allowing users to shop items directly from the page. By downloading the Net-A-Porter app and scanning the magazine, readers can find and buy items as they flip through.</p> <p><img src="https://assets.econsultancy.com/images/0008/7402/Porter.JPG" alt="" width="453" height="479"></p> <p>Net-A-Porter's weekly online publication, The Edit, uses the same formula, including handy links to all the items featured in the magazine.</p> <p><img src="https://assets.econsultancy.com/images/0008/7401/Net_A_Porter.JPG" alt="" width="780" height="556"></p> <p>Delivering instant gratification to consumers (and taking away the frustration of seeing something you like and not being able to find or buy it) – Net-A-Porter ensures that there is minimal friction between browsing and buying. </p> <h3>Tesco</h3> <p>It’s not only fashion or homeware retailers that benefit from shoppable content. Tesco is one supermarket that puts this at the heart of its digital strategy, using its ‘Real Food’ content hub to drive conversions online. </p> <p><img src="https://assets.econsultancy.com/images/0008/7404/Real_Food.JPG" alt="" width="550" height="429"></p> <p>The reason it works so well is because it makes buying multiple ingredients incredibly quick and easy. Instead of writing down and searching for individual items, users can be one click away from buying everything that’s needed for a recipe. What’s more, Tesco also prompts users in case they don’t have store cupboard items like olive oil or ketchup.</p> <p><img src="https://assets.econsultancy.com/images/0008/7403/Tesco.JPG" alt="" width="650" height="487"></p> <p>This example also demonstrates how FMCG brands can capitalise on faster purchase intent. Unlike fashion or retail brands – where the path to purchase involves much greater deliberation and comparison – people are much more likely to see and buy when it comes to food and drink.</p> <h3>Kate Spade</h3> <p>Kate Spade is one fashion retailer that has taken shoppable content to a whole new level, launching a series of ads designed to be watched and enjoyed like a TV show.</p> <p>Starring recognisable faces like Anna Kendrick, the #missadventure series is billed as a series ‘about interesting women leading interesting lives.’ Naturally, however, Kate Spade also hopes that people will be just as interested in the clothes and accessories they wear, allowing viewers to find and buy all the clothes featured.</p> <p>In order to avoid disruption to viewers, the brand collates all shoppable items into a list, which can be clicked on during or at the end of the video. </p> <p><iframe src="https://www.youtube.com/embed/j8XCi71rwsg?wmode=transparent" width="854" height="480"></iframe></p> <p>By truly immersing viewers into world of Kate Spade, the brand is able to increase the chances of them becoming paying customers.</p> <h3>One Kings Lane</h3> <p>Home décor brand, One Kings Lane, has generated effective results from its shoppable blog. However, that doesn’t mean it focuses on revenue over and above engagement. Instead, it focuses on creating high quality content and photography, providing customers with inspiration and value above everything else.</p> <p><img src="https://assets.econsultancy.com/images/0008/7405/One_Kings_Lane.JPG" alt="" width="780" height="486"></p> <p>One danger of shoppable content, especially in blog form, is that it can soon become outdated. Products will be sold out or limited, leaving content filled with old or broken links. In order to combat this, One Kings Lane <a href="https://adexchanger.com/ecommerce-2/one-kings-lane-uses-content-convert/">focuses on refreshing content regularly</a>, and ensuring that its shoppable content stays up to date.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Tour the colorful and collected home of the founder of <a href="https://twitter.com/RollerRabbit">@RollerRabbit</a> → <a href="https://t.co/lGLHmOAZJ6">https://t.co/lGLHmOAZJ6</a> <a href="https://t.co/QuRyevrFKW">pic.twitter.com/QuRyevrFKW</a></p> — One Kings Lane (@onekingslane) <a href="https://twitter.com/onekingslane/status/876092396366422016">June 17, 2017</a> </blockquote> <h3>Matches Fashion</h3> <p>Lastly, instead of using shoppable video to create film-like ads, Matches uses industry experts and behind-the-scenes insight to entice viewers to buy,</p> <p>Its ‘Digital Trunk Shows’ series involves a number of designers talking about the inspiration for and creation of their collections. Viewers can simply click on an item for it to be automatically added to their basket.</p> <p>This approach aims to use information and insight to offer real value to consumers, softly encouraging them to make purchases rather than blatantly selling.</p> <p><iframe src="https://www.youtube.com/embed/v-fO50XoNNY?wmode=transparent" width="854" height="480"></iframe></p> <p><em><strong>Related articles:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/67909-selfridges-unveils-ios-app-with-shoppable-instagram-feed-is-it-any-good/" target="_blank">Selfridges unveils iOS app with ‘shoppable’ Instagram feed: Is it any good?</a></em></li> <li><em><a href="https://econsultancy.com/blog/66625-shoppable-video-the-missing-piece-of-your-marketing-strategy/" target="_blank">Shoppable video: the missing piece of your marketing strategy?</a></em></li> <li><a href="https://www.econsultancy.com/blog/68275-ted-baker-unveils-shoppable-video-google-voice-search-stunt-for-aw16-campaign"><em>Ted Baker unveils shoppable video &amp; Google voice search stunt for AW16 campaign</em></a></li> </ul> tag:econsultancy.com,2008:ConferenceEvent/840 2017-07-13T06:02:28+01:00 2017-07-13T06:02:28+01:00 Digital Cream Sydney <p style="border: 0px; vertical-align: baseline;">Exclusive to 80 senior client side marketers, <strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Econsultancy's Digital Cream</strong> is one of the industry's landmark events for marketers to:</p> <ul style="border: 0px; vertical-align: baseline;"> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">convene and network with like-minded peers from different industries</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">exchange experiences</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">compare benchmark efforts</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">explore the latest best practice</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">discuss strategies</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">learn from others who face the same challenges with suppliers, technologies and techniques. </li> </ul> <p style="border: 0px; vertical-align: baseline;">In a personal and confidential setting (It's Chatham House Rules so what's said at Digital Cream, stays at Digital Cream), the roundtable format is a quick and sure-fire way to find out what's worked and what hasn't, an invaluable opportunity to take time out and come back to the office full of ideas.</p> <h3 style="border: 0px; vertical-align: baseline; color: #004e70;">Roundtable Format</h3> <p style="border: 0px; vertical-align: baseline;">There are 8 roundtable topics and each delegate chooses 3 table topics most relevant to you, each session lasting about an hour and fifteen minutes. Each roundtable is independently moderated and focuses on a particular topic discussing challenges or areas of interest nominated by the table's attendees in the time available. This level of input ensures you get the maximum from your day.</p> <p style="border: 0px; vertical-align: baseline;">Digital Cream has been devised by the analysts and editors at Econsultancy in consultation with the most senior digital buyers in the world and runs in London, New York, Melbourne, Sydney, Shanghai, Singapore and Hong Kong.</p> <p style="border: 0px; vertical-align: baseline;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Attendees pick three tables choices from the following full list of topics offered (extra topics will be removed at a later stage. If there is a topic you'd like to discuss which is not listed here, you can suggest it while registering):</strong> </p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">1. Agile Marketing - Develop a more responsive &amp; customer-centric approach</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">2. Content Marketing Strategy</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">3. Customer Experience Management</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">4. Data-Driven Marketing &amp; Marketing Attribution Management</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">5. Digital Transformation - People, Process &amp; Technology</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">6. Ecommerce</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">7. Email Marketing - Trends, Challenges &amp; Best Practices</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">8. Integrated Search (PPC/SEO) - Trends, Challenges &amp; Best Practices</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">9. Joining Up Online &amp; Offline Channels Data</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">10. Marketing Automation - Best Practices &amp; Implementation</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">11. Mobile Marketing</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">12. Online Advertising - Retargeting, Exchanges &amp; Social Advertising</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">13. Real-Time Brand Marketing - Using Data &amp; Technology To Drive Brand Impact</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">14. Social Media Measurement &amp; Optimisation</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">&gt;&gt;</strong> <strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">View past Digital Cream event photos (source: facebook page)</strong><br></strong></p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;"><a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10153875617599327" target="_blank">Digital Cream Sydney 2016</a>, <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10153214103704327.1073741876.90732954326&amp;type=3" target="_blank">Digital Cream Singapore 2015</a>, <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10153124439974327.1073741873.90732954326&amp;type=3" target="_blank">Digital Cream Sydney 2015</a>, <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10152276242849327.1073741856.90732954326&amp;type=3" target="_blank">Digital Cream Melbourne 2014</a> and <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10152209218799327.1073741854.90732954326&amp;type=3" target="_blank">Digital Cream Hong Kong 2014</a></p> tag:econsultancy.com,2008:BlogPost/69234 2017-07-11T12:00:00+01:00 2017-07-11T12:00:00+01:00 Six consumer brands with picture-perfect Pinterest strategies Nikki Gilliland <p>So, what makes an effective Pinterest strategy, and which brands are succeeding on the platform? Here’s just six examples.</p> <h3>1. Whole Foods – Communicating a lifestyle</h3> <p>Whole Foods was one of the first brands to truly understand the potential of a presence on Pinterest, capitalising on its highly visual nature early on. Since it first launched on the platform in 2011, it has gone on to attract more than 327,000 followers.</p> <p><img src="https://assets.econsultancy.com/images/0008/7320/Whole_Foods_Market.JPG" alt="" width="655" height="576"></p> <p>Instead of treating the platform like an opportunity for sales (though this is obviously a bonus), it largely uses Pinterest to promote its brand values and communicate an identity – and this extends to far more than just food products. </p> <p>Of course, a hefty portion of pins are dedicated to recipes and food inspiration, however Whole Foods often re-pins content about sustainability, DIY, recycling, and seasonal events, too. It recognises that fans of Whole Foods aren’t just interested in what they’re eating, but a certain type of lifestyle.</p> <p> <img src="https://assets.econsultancy.com/images/0008/7319/Save_the_pollinators.JPG" alt="" width="600" height="432"></p> <p>This means that whatever users are searching for, Whole Foods is able to engage with people based on broad range of interests as well as simultaneously promoting its own brand identity. </p> <h3>2. Burberry – Creating personalised content</h3> <p>There’s nothing all that personal about Pinterest at first glance. Most users are considered in terms of broad demographics or thought of in terms of search interest, and there’s less of a focus on conversation and comments than on other platforms. </p> <p>Burberry, however, wanted to engage with its audience on Pinterest on a more one-to-one level, creating a campaign that would forge a more meaningful connection. To raise awareness of its Cat Lashes Mascara, it asked users to fill out a simple questionnaire about their beauty habits. It then generated a personalised board of tips, product recommendations and make-up advice individually tailored around each person’s responses.</p> <p><img src="https://assets.econsultancy.com/images/0008/7321/Burberry_personalisation.JPG" alt="" width="700" height="444"></p> <p>By creating custom content, Burberry not only managed to increase awareness of its new product launch, but it gave users a far more memorable brand interaction than merely pinning or viewing an ad. Since then, it has also repeated this kind of activity, launching a similar campaign that allowed pinners to create their own personal and branded gift idea boards during Christmas 2016.</p> <h3>3. The Travel Channel – Delivering what users want</h3> <p>Many people think of Pinterest as a place for fashion or food brands, but travel is also a popular category. Pinterest’s 2017 Travel Report states that there are over 3bn ideas relating to travel on the platform, with users searching for inspiration on everything from holiday essentials to how to organise trips for large groups.</p> <p>While a lot of brands use Pinterest to experiment with content, the Travel Channel has previously taken a more measured approach. It used its Facebook page to ask existing fans what they’d like to see on the platform, using these answers to inform the kind of content it posts. As well as being effective for cross-promotion – pointing Facebook fans in the direction of other channels – it also means that its content was more likely to resonate with users. </p> <p>The Travel Channel has also generated success by tapping into a younger, more adventurous audience. So, while its TV demographic might be a little older, it has managed to widen its appeal through Pinterest boards such as ‘Savvy Traveler’ and ‘Spring Fling’.</p> <p><img src="https://assets.econsultancy.com/images/0008/7323/Spring_Fling.JPG" alt="" width="700" height="501"></p> <h3>4. LaurenConrad.com – Capturing a new audience</h3> <p>83% of Pinterest users are more likely to follow a brand rather than a notable celebrity, however, Lauren Conrad holds dual appeal. Drawing on her power as both an influencer and an established brand, LaurenConrad.com has used Pinterest to drive awareness among a specific demographic. </p> <p><img src="https://assets.econsultancy.com/images/0008/7325/Lauren_s_spring_board.JPG" alt="" width="700" height="501"></p> <p>LaurenConrad.com tailors its boards to a young, female audience, combining a wide range of both product-focused and lifestyle-related content.</p> <p>One of the most popular boards is ‘get fit’ – which involves a series of instructional pins on exercises and workout regimes, plus content from a more personal perspective (i.e. ‘5 things that changed when I started tracking macros in my diet’. And while this might sound super niche, it enables the brand to capitalise on Pinterest’s status as a search discovery tool, meaning it will appeal to users who might otherwise have no knowledge or affiliation with LaurenConrad.com.</p> <p><img src="https://assets.econsultancy.com/images/0008/7324/get_fit.JPG" alt="" width="700" height="504"></p> <p>The fact that LaurenConrad.com’s Instagram channel has 945,000 followers while its Pinterest has nearly 1.2m is certainly noteworthy – and perhaps proof that the latter platform is more about the content itself rather than who or what is behind the channel.</p> <h3>5. L’Oréal Paris – Driving purchase intent</h3> <p>Pinterest is largely used as part of social or content marketing strategies, yet L’Oréal Paris has veered into advertising territory with a number of paid-for campaigns. Initially starting with Promoted Pins, the brand then moved onto Pinterest’s Cinematic Pins to promote its new True Match Limi Glow highlighter, specifically to drive awareness and purchase intent in 18-25 year olds.</p> <p><iframe src="https://www.youtube.com/embed/f5h1vNhoDig?wmode=transparent" width="652" height="367"></iframe></p> <p>Involving a motion-based format that animates as users scroll, the cinematic pins allowed L’Oreal to integrate a tutorial element into the ads, demonstrating to users how the highlighter should be applied.</p> <p><img src="https://assets.econsultancy.com/images/0008/7326/L_Oreal.JPG" alt="" width="548" height="361"></p> <p>The results of the campaign proved that Cinematic Pins can prompt purchases, with 37% of users showing increased purchase intent after seeing the ad. What’s more, it also showed that Pinterest is becoming a key driver for retail, with users browsing the platform with the intent of discovering new products to buy, rather than browsing purely for entertainment purposes.</p> <h3>6. Penguin Random House – Curated content and collaborations </h3> <p>Lastly, Penguin Random House has carved out a real niche for itself on Pinterest, creating a vast and constantly updated pool of content to engage book lovers.</p> <p>It’s an easy (and perhaps rather lazy) tactic to do things like re-pinning motivational quotes, so it's refreshing to see Penguin work hard to curate interesting and inspiring boards based around a theme. Whether it’s ‘books that made us cry’ or ‘favourite books from our childhood’, it is skilled at honing in on specific topics to create engagement.</p> <p><img src="https://assets.econsultancy.com/images/0008/7327/Penguin.JPG" alt="" width="600" height="467"></p> <p>Meanwhile, it also collaborates with others to flesh out and widen its Pinterest activity. Previously, it has partnered with the Happy Foodie – a site dedicated to cookery books – and Unbound Worlds, a site for literary science fiction. As well as widening its reach to niche audiences, this allows Penguin to encourage participation and user involvement. </p> <p><img src="https://assets.econsultancy.com/images/0008/7329/Book_clubs.JPG" alt="" width="550" height="341"></p> <p><strong><em>Related reading:</em></strong></p> <ul> <li><em><a href="https://econsultancy.com/blog/68765-why-brands-should-be-making-more-use-of-pinterest/">Why brands should be making more use of Pinterest</a></em></li> <li><em><a href="https://www.econsultancy.com/blog/69184-five-successful-brands-on-youtube-from-adidas-to-sarson-s-vinegar">Five successful brands on YouTube: From Adidas to Sarson's vinegar</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/69175 2017-07-11T09:46:08+01:00 2017-07-11T09:46:08+01:00 A day in the life of... Head of Yahoo Storytellers content studio Ben Davis <p>If you're looking for a change yourself, head over to the <a href="https://jobs.econsultancy.com/?cmpid=EconBlog">Econsultancy jobs board</a> or try out our <a href="https://econsultancy.com/training/digital-skills-index/">Digital Skills Index</a>.</p> <h3> <em>Econsultancy:</em> Please describe your job: What do you do?</h3> <p><em><strong>Emma Jowett:</strong></em> I am the head of Yahoo’s client and brand partnership team, Yahoo Storytellers and I lead a passionate and focused group dedicated to creating exciting content-led advertising solutions. My team has a lot of different skillsets, from client sales to creative strategy, project management, design and commercial editorial. My primary role is to bring all these talents together to deliver fantastic ideas for our clients and agencies.</p> <p><img src="https://assets.econsultancy.com/images/0008/7375/story.jpg" alt="yahoo storytellers logo" width="350"> </p> <h3> <em>E:</em> Whereabouts do you sit within the organisation? Who do you report to?</h3> <p><em><strong>EJ:</strong></em> I report into Nigel Clarkson, MD and Commercial Director for the UK.</p> <h3> <em>E:</em> What kind of skills do you need to be effective in your role?</h3> <p><em><strong>EJ:</strong></em> People skills are obviously vital. On a typical day, I’ll not only speak with my team but with clients and agencies too, and it’s important that I keep my team motivated, agencies engaged and clients happy. I have a positive demeanour and I strive to inspire and empower my team to do their best work every day.</p> <p>I’ve always placed emphasis on having strong product and industry knowledge, which is essential given the pace at which our industry evolves. I love what I do, and the combination of knowledge and passion for what you do is key.</p> <p>Finally, although I sit on the more creative side of our sales organisation, I think having a commercial background is hugely beneficial. I’ve spent a lot of my career in global strategic sales and I have a strong understanding of the balance between commercial goals and creative output. Creativity and amazing ideas are key, but ultimately they need to deliver successful results for our clients.</p> <h3> <em>E:</em> Tell us about a typical working day…</h3> <p><em><strong>EJ:</strong></em> With two little girls, it’s often a whirlwind start to the day, usually beginning at 6:30am as I get them ready for school. Then, to get ahead of the day, I catch up on my emails on the train to work. Working at a global company, we tend to get a flurry of emails overnight. It’s amazing how much happens when you’re sleeping and this train time is key for staying on top of what’s happening at HQ.</p> <p>When it comes to the working day, I like to devote my time to three core priorities – innovation, collaboration, and communication.</p> <p>As a general rule I like to spend 20 per cent of my time focused on innovation, and on any given day this could mean meeting with new start-ups and thinking about how we could work together or quick-fire brainstorming with my team.</p> <p>Collaboration makes up 30 per cent of my time, whether it’s with external partners or internal stakeholders, and with the remainder of my time I focus on communication. This may seem obvious but it’s hugely important, and includes everything from aligning our editorial and sales teams, to discussing proactive content ideas with key clients and agencies.</p> <p><img src="https://assets.econsultancy.com/images/0008/7374/emma_jowett.jpg" alt="emma jowett" width="225" height="225"></p> <p><em>Emma Jowett, Head of Yahoo Storytellers</em></p> <h3> <em>E:</em> What do you love about your job? What sucks?</h3> <p><em><strong>EJ:</strong></em> For me it’s all about the people. I admire and respect the different skills each person brings to the team, and getting to know what makes them tick in order to bring out the best in them. I work with some incredibly talented people at Yahoo, and the speed at which we work means that we’re constantly adapting and evolving how we think and work. Every day I learn something new and I love that. </p> <p>I also cannot overstate how much I enjoy working with our clients and partners. I’m blown away by their innovation and being able to achieve incredible results when we execute a strategy together.</p> <p>My biggest bugbear is that I sometimes feel there just aren’t enough hours in the day! It’s such a dynamic and fast moving industry and time can be the limit to being involved in the many new and exciting projects you might want.</p> <h3> <em>E:</em> What kind of goals do you have? What are the most useful metrics and KPIs for measuring success?</h3> <p><em><strong>EJ:</strong></em> My number one goal is to make sure our clients are satisfied with the campaigns we produce for them. If we achieve that, then revenue follows – arguably the ultimate metric for any business. From a manager standpoint, it’s seeing my team grow and progress in their roles. </p> <h3> <em>E:</em> What are your favourite tools to help you to get the job done?</h3> <p><em><strong>EJ:</strong></em> Marketing intelligence and data can give us a complete view of emerging trends and triggers that we can build ideas and solutions upon, whether it’s proprietary research we commission internally or insights from our social listening partners. Industry events and knowledge are also crucial - being able to track trends in the market and responding accordingly. </p> <h3> <em>E:</em> How did you get started in content, and where might you go from here?</h3> <p><em><strong>EJ:</strong></em> It was a natural evolution for me to go from working on large global campaigns that were very brand-led and involved creative use of content to heading up our content creation team.</p> <p>I am particularly excited about how the traditional notion of what 'content' is has been turned on its head. The increase in user-generated content has propelled people to create and consume really innovative content and I'm excited to see where that leads the advertising and marketing industry.</p> <h3> <em>E:</em> Which brands do you think are doing social content well?</h3> <p><em><strong>EJ:</strong></em> As a huge travel fan, I love the work that British Airways has been doing in social. They have truly embraced the power of content marketing and the positive effect that advocacy can have on their brand and have run some fantastic campaigns across Tumblr.</p> <p>Their most recent campaign, <a href="https://soulsofneworleans.tumblr.com/">Souls of New Orleans</a>, perfectly captures the essence and passion of the city and has most definitely inspired me to add Nola onto my bucket list!</p> <p><img src="https://assets.econsultancy.com/images/0008/7373/sono.jpg" alt="souls of new orleans" width="615" height="320"></p> <p><em>British Airways' Tumblr, Souls of New Orleans</em></p> <h3> <em>E:</em> Do you have any advice for people who want to work in this area?</h3> <p><em><strong>EJ:</strong></em> In advertising it can be easy to get swept along with the next shiny new idea and opportunity, but what really counts is the customer. It’s so important not to lose sight of the end goal, and ultimately that will always be customer behaviour.</p> <p>My advice will always be to ground ideas and creativity in facts and evidence, and that means getting comfortable with data.</p> tag:econsultancy.com,2008:BlogPost/69235 2017-07-07T10:36:16+01:00 2017-07-07T10:36:16+01:00 Snapchat opens up to the web in a big way with new Paperclip linking feature Patricio Robles <p>While Instagram has been embracing the web, Snapchat has refused to budge. But that appears to be changing.</p> <p>This week the company announced a new feature, Paperclip, that will allow users to add external website links to the snaps they post.</p> <h3>One small step for Snapchat, one giant leap for marketers on Snapchat</h3> <p>While Paperclip is a simple feature that is nowhere near as technically impressive as some of Snapchat's other features, such as geofilters and lenses, for marketers active on the popular app, it could be one of the most important, if not the most important, Snapchat has ever added.</p> <p>As AdWeek's Marty Swant <a href="http://www.adweek.com/digital/you-can-now-link-to-websites-on-snapchat/">noted</a>:</p> <blockquote> <p>Until now, the only way users could add links was if a brand bought an ad and included a way to swipe. However, this could make it easier for marketers to gain more organic traffic. It's also a big win for media companies, which now finally have a way to direct users to their actual websites.</p> </blockquote> <p>In other words, marketers on Snapchat will now have an opportunity to run direct response campaigns that drive traffic to owned properties without buying Snapchat ads and it almost certainly won't be long before marketers start taking advantage of Paperclip.</p> <p>For instance, fashion marketers could use Paperclip to drive users to their online stores to purchase clothing items featured in their snaps. Publishers can use Paperclip to promote articles on their own websites. And CPG marketers could use Paperclip link to ad campaign microsites that feature coupons, promotions and sweepstakes.</p> <h3>Just the start?</h3> <p>While it's not clear what prompted Snapchat to develop Paperclip, it's easy to speculate that Snapchat's change of direction is a response to Instagram, which has been accused of copying Snapchat features in an effort to dent its biggest competitor.</p> <p>Unfortunately for Snapchat, <a href="https://econsultancy.com/blog/68763-can-snapchat-survive-instagram-s-aggressive-copycat-tactics/">Instagram's copycat strategy</a>, as controversial as it has been, appears to be working.</p> <p>For instance, <a href="https://econsultancy.com/blog/68142-instagram-stories-what-do-marketers-need-to-know/">Instagram Stories</a>, which is functionally equivalent to Snapchat Stories for all intents and purposes, surpassed Snapchat Stories in popularity just eight months after it was launched. With greater reach, some publishers and marketers have reportedly upped their use of Instagram and decreased their use of Snapchat.</p> <p>Interestingly, despite the fact that it has embraced the web more than Snapchat, Instagram still does not allow users to add links on their posts. There is an exception for users with more than 10,000 followers when they post Stories, but given that Paperclip will be available to all users and on all snaps, this is one area where Snapchat is leading Instagram, at least for the time being.</p> <p>As AdWeek's Swant observed, "The tool gives Snapchat a leg up on rival Instagram, which doesn't allow anyone to post links other than by putting it in their bio – forcing everyone to ruin a post with overly promotional phrases like 'link's in my bio'."</p> <p>The big question now is whether Snapchat will stop here or relent and open up its closed ecosystem even further. For instance, will it make at least some of its content available through the web like Instagram?</p> <p>Time will tell, but the good news for marketers is that as the battle between Snapchat and Instagram heats up, it would appear both are moving more in the direction of open than closed, creating new opportunities for marketers to interact with their users and drive engagement outside of their closed ecosystems.</p> tag:econsultancy.com,2008:BlogPost/69216 2017-07-07T10:12:39+01:00 2017-07-07T10:12:39+01:00 Four factors fuelling the growth of fast fashion retailers Nikki Gilliland <p>So, what’s fuelling this boom? Here’s a bit of a deep dive into Hitwise’s <a href="http://www.hitwise.com/gb/articles/urgency-catwalk-look-fuels-fast-fashion-industry/?bis_prd=1" target="_blank">research</a> and how brands are capitalising on the consumer desire for instant and affordable fashion.</p> <h3>What is fast fashion?</h3> <p>Before we go any further – what exactly determines a fast fashion retailer? </p> <p>Essentially, it is when the production process is accelerated in order to get new catwalk trends into stores or online as quickly as possible. It also reflects the growing consumer desire for speed and value within retail. </p> <p>It means that, instead of waiting for new seasonal collections (i.e. spring/summer), consumers can get their hands on a continuous cycle of trend-led clothing, all year round.</p> <p>Brands such as H&amp;M and Zara were said to be among the very first fast fashion retailers. When the latter opened its first US store in 1990 (having first launched in Spain in the 1970s) it announced that it would only take 15 days for a garment to go from concept to completion.</p> <p>So, what’s fuelling fast fashion brands?</p> <h3>Speed and agility</h3> <p>Hitwise data suggests that ASOS, New Look and Very are the most popular brands in the category, accounting for 47% of the UK’s fast fashion market share. </p> <p>For brands like ASOS, the ability to capture millennial consumers is key, with this demographic now reportedly having an estimated spending power of $2.45trn. One way it does this is by delivering on the demand for new fashion, as younger consumers typically spend around seasonal events (such as festivals) as well as after payday.</p> <p>ASOS stocks over 60,000 items at any given time, allowing the ecommerce retailer to constantly update its inventory with ‘new in’ products.</p> <p><img src="https://assets.econsultancy.com/images/0008/7155/ASOS_social.JPG" alt="" width="750" height="475"></p> <p>Research by Goldman Sachs suggests that ASOS is able to do this by mastering its supply chain. The below screenshot shows the correlation between supply-chain lead times and like-for-like sales growth, with the results showing just how important speed is for both <a href="https://www.econsultancy.com/blog/69044-five-reasons-behind-boohoo-s-97-increase-in-profits" target="_blank">Boohoo</a> and ASOS.</p> <p><img src="https://assets.econsultancy.com/images/0008/7154/goldman.JPG" alt="" width="650" height="483"></p> <p>ASOS constantly tracks how well (or poorly) trends are selling online, before adjusting its inventory accordingly. This means that it reduces the risk of unsold stock, and in turn, delivers a steady stream of new trends for fashion-hungry consumers.</p> <h3>Celebrity endorsement</h3> <p>Hitwise data also shows that PrettyLittleThing.com is the fastest growing brand in the fast fashion category, with the site seeing a whopping 663% increase in online visits year-on-year since 2014.</p> <p><img src="https://assets.econsultancy.com/images/0008/7150/Hitwise.png" alt="" width="297" height="233"></p> <p>For PrettyLittleThing, working with celebrities and influencers has allowed the brand to drive awareness of its products. A popular search term relating to the site is ‘celebrities wearing Pretty Little Thing’ – mainly thanks to endorsements from the likes of Kylie Jenner and Sofia Ritchie.</p> <p>However, Pretty Little Thing does not only use celebrities to merely promote its clothing. Well-known names, like former TOWIE star Lucy Meck, have also created their own clothing lines with the brand. </p> <p><img src="https://assets.econsultancy.com/images/0008/7151/PLT.JPG" alt="" width="550" height="546"></p> <p>In doing so, it has allowed the ecommerce retailer to strengthen its connection with customers, offering them something more authentic and original than a shallow celebrity endorsement.</p> <h3>Sales through social</h3> <p>Alongside influencers, fast fashion brands have mastered the use of social media to drive sales. </p> <p>Today, consumers are constantly craving fashion and lifestyle-related digital content, not just to inspire their choices, but also for the purpose of entertainment. So, in order to deliver this, many retailers have started to act more like media brands – fusing the worlds of shopping, entertainment, and social media. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">SHINE BRIGHT Shop the leggings - <a href="https://t.co/BAozK9oxRq">https://t.co/BAozK9oxRq</a> the shoes - <a href="https://t.co/ybfQaGIWuX">https://t.co/ybfQaGIWuX</a> <a href="https://t.co/7Nnp9xFv7m">pic.twitter.com/7Nnp9xFv7m</a></p> — boohoo.com (@boohoo) <a href="https://twitter.com/boohoo/status/879474400445292544">June 26, 2017</a> </blockquote> <p>Unsurprisingly, Instagram reigns supreme as the most effective platform for fashion brands, with many posting videos, Instagram Stories, and including links to shoppable content to allow users to smoothly transition from the act of browsing to buying. </p> <p>One brand that has effectively used social to increase sales volume is Missguided. It has even incorporated the recognisable user interface <a href="https://econsultancy.com/blog/67600-missguided-launches-tinder-inspired-app-experience-review">of another social app – Tinder – into its own</a>.</p> <p>With its ‘swipe to hype’ feature, consumers can dislike or like products to create their own wishlists.</p> <p><img src="https://assets.econsultancy.com/images/0008/7152/Missguided_app.JPG" alt="" width="550" height="483"> </p> <p>This ‘tinderisation’ of ecommerce shows how fast paced the industry has become, with consumers making impulsive decisions – often based on the knowledge that there will be continuous stream of new products in the pipeline.</p> <h3>Sustainability and ethics</h3> <p>The fast fashion industry has come under fire in recent years for its impact on the environment, as well as suggestions that the demand for cheap clothing is driving poor working and labour conditions. </p> <p>Interestingly, research shows that 19% of the top fast fashion related searches are linked to the environment, ethics and sustainability. In order to counteract this, many brands are now displaying increased levels of transparency, with some also introducing initiatives relating to ethical and environmental issues.</p> <p>H&amp;M, for example, launched a conscious beauty collection in 2016 which included ‘planet-friendly’ products. Similarly, it has set itself the goal of using 100% sustainably sourced cotton by 2020.</p> <p><img src="https://assets.econsultancy.com/images/0008/7153/H_M.JPG" alt="" width="760" height="321"></p> <p>Meanwhile, Zara has pledged to boycott Uzbek cotton, which is an industry linked to forced labour. The brand has also joined the Better Cotton Initiative to promote sustainability and best practices for workers in the cotton industry.</p> <p>Of course, there is still a long way to go before fast fashion retailers prove themselves, however these examples are helping to satisfy increasingly conscientious consumers – as well as enhance their brand reputation.</p> <h3>Other brands playing catch-up</h3> <p>So, what impact has the fast fashion had on the wider industry in general? Interestingly, mid-tier and luxury brands are recognising that the consumer desire for fast fashion is not only based on low prices. </p> <p>Often, it can simply be because consumers do not want to wait for seasonal collections. </p> <p>As a result, some brands are introducing ‘runway to retail’ concepts to allow consumers to get their hands on clothes as soon as they’re seen on the catwalk. Elsewhere, JC Penney has accelerated the delivery of merchandise in order to update stock mid-season, while GAP has announced that it will be trialling a fast-fashion model to see whether it increases sales.</p> <p>As the continued growth of retailers like Missguided and ASOS demonstrates, fast fashion could be a trend that’s here to stay.</p> <p><em><strong>Related articles:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/68728-how-fashion-retailers-can-use-search-trend-data-to-inform-marketing-product-strategy/" target="_blank">How fashion retailers can use search trend data to inform marketing &amp; product strategy</a></em></li> <li><em><a href="https://econsultancy.com/blog/66501-how-fashion-brands-are-setting-trends-in-digital/" target="_blank">How fashion brands are setting trends in digital</a></em></li> <li><em><a href="https://www.econsultancy.com/blog/68404-10-examples-of-great-fashion-marketing-campaigns" target="_blank">10 examples of great fashion marketing campaigns</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/69210 2017-06-30T16:00:00+01:00 2017-06-30T16:00:00+01:00 Is Reddit on the verge of becoming a bigger player in digital advertising? Patricio Robles <p>The company, Reddit, operates what it calls "the front page of the internet" and the name isn't just marketing buzz: according to Alexa, Reddit is now the fourth most popular site in the U.S., attracting some 250m users a month, and has an average daily time on site of over 16 minutes, nearly six minutes more than Facebook.</p> <p>Despite its popularity, however, Reddit has struggled to build the kind of booming advertising business one might expect a site with so much traffic and stickiness to have. That's largely because Reddit, which is powered by the contributions of users who are referred to as Redditors, is considered <a href="https://econsultancy.com/blog/67619-five-brands-that-proved-marketing-on-reddit-can-work/">a tough nut for advertisers to crack</a>.</p> <p>Not only have the tools it offers advertisers been rudimentary compared to those provided by other ad players, there's a belief that the Reddit community is, by and large, hostile to advertising, making Reddit an uncomfortable and even risky platform for advertisers to invest in.</p> <h3>Trying to change perceptions</h3> <p>Reddit, which was once owned by Condé Nast and then spun off, has raised $50m in funding since the spin-off. Clearly, Reddit's investors want a return and the company is trying to change perceptions in an effort to lure more ad dollars.</p> <p>Reddit recently attended the Cannes Lions ad festival for just the second time ever and co-founder and chairman Alexis Ohanian was busy pitching advertisers on its updated self-serve ad platform, which lets brands more easily manage their campaigns, test creative and obtain analytics data. </p> <p>According to Ohanian, Reddit's self-serve ad platform hadn't been updated in nearly eight years.</p> <p>Reddit, which has thus far offered a limited set of ad formats that include sponsored posts and banner ads, is also <a href="http://variety.com/2017/digital/news/reddit-video-ads-1202477117/">adding a new video ad format</a> that has already been piloted by Universal Pictures and A24 Films.</p> <p><img src="https://assets.econsultancy.com/images/0008/7127/reddit2.png" alt="" width="865" height="147"></p> <h3>Not Facebook</h3> <p>Despite the fact that Reddit is now competing more aggressively for ad dollars, it isn't comparing itself to social platforms like Facebook. In fact, part of its proposition is that it<em> isn't</em> like other social platforms.</p> <p>"There's no other place on the internet where people all come together because of the conversation," Ohanian <a href="http://www.adweek.com/digital/reddit-is-pitching-brands-at-cannes-on-why-its-ripe-for-advertisers/">told AdWeek</a>. "Because people aren't worried about their perfect Instagram life, they're just being honest and open. It's a unique place because everyone is self-selected into communities."</p> <p>According to some, Reddit's unique characteristics make it a very valuable ad platform if used correctly. Sherwin Su, associate director of social at digital agency Essence, went so far as to tell the Wall Street Journal, "Reddit is one of advertising's best kept secrets."</p> <p>For years, stories, mostly posted by individual entrepreneurs and small businesses, have circulated, many touting the fact that Reddit ad campaigns can drive a lot of traffic quickly and much more cheaply than other ad platforms.</p> <p>But what about big brands? Over the past year, Reddit <a href="http://www.adweek.com/digital/why-big-brands-are-suddenly-getting-cozy-reddit-172053/">has been trying to help larger advertisers achieve similar results</a> and there's some evidence the effort is paying off.</p> <p>Netflix used Reddit ads to promote its show, Wet Hot American Summer, and Toyota ran a campaign that invited Redditors to share their stories about their Rav4 vehicles. According to Reddit's VP of sales, Zubair Jandali, the campaign resulted in brand favorability that was six times higher than the category average.</p> <h3>Worth a second look?</h3> <p>While such campaign results are promising, the jury is still out on Reddit's ability to be a meaningful source of digital advertising ROI for brands. But as brands grapple with the risks of a digital advertising ecosystem increasingly dominated by two firms, a more brand-friendly Reddit might be worth a new look.</p>