tag:econsultancy.com,2008:/topics/strategy Latest Strategy content from Econsultancy 2016-05-25T14:20:32+01:00 tag:econsultancy.com,2008:BlogPost/67871 2016-05-25T14:20:32+01:00 2016-05-25T14:20:32+01:00 Five of the all-time best brand tie-ups, including Starbucks, O2 & Zoolander Ben Davis <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Anything for the team you say, <a href="https://twitter.com/WayneRooney">@WayneRooney</a>? Good luck! <a href="https://twitter.com/hashtag/XMenApocalypse?src=hash">#XMenApocalypse</a> <a href="https://t.co/ym1XtMansq">https://t.co/ym1XtMansq</a></p> — Manchester United (@ManUtd) <a href="https://twitter.com/ManUtd/status/733613698644738048">May 20, 2016</a> </blockquote> <h3>1. Spotify and Starbucks</h3> <p>Doing research into brand tie-ups, I found Spotify popping up time and again. Its Starbucks deal was the one that struck me as cleverest.</p> <p>Starbucks promotes Spotify in its stores (incentivising customers to sign up to Spotify by offering Starbucks loyalty points). Meanwhile, Spotify includes Starbucks playlists on its music-streaming platform.</p> <p>As of January 2016 <a href="https://econsultancy.com/blog/66997-starbucks-new-click-collect-app-is-it-any-good/">Starbucks Mobile App</a> customers could also discover music playing in store and save these Starbucks-curated songs.</p> <p>This makes perfect sense - Starbucks is synonymous with music (albeit the occasional limpid cover version), has enormous footfall and sports another shade of green branding.</p> <p>Other notable tie-ups for Spotify include Uber, which allows Spotify customers to listen to their personal playlists during their journey.</p> <p><img src="https://assets.econsultancy.com/images/0007/5221/Starbucks__Spotify_-_Discover_Music__2_.jpg" alt="starbucks and spotify" width="300"> </p> <h3>2. Zoolander 2 &amp; assorted</h3> <p>This (IMHO) is the holy grail of brand tie-ups - a film that creates such a successful pastiche of an industry that the very same industry is desperate to be involved with a sequel.</p> <p>Zoolander 2 tie-ups including a Blue Steel <a href="https://econsultancy.com/blog/67257-15-reasons-your-brand-should-be-on-snapchat">Snapchat</a> filter and photoshoots with Vogue and Anna Wintour.</p> <p><img src="https://assets.econsultancy.com/images/0007/5223/Screen_Shot_2016-05-23_at_09.50.54.png" alt="zoolander 2 snapchat" width="615" height="358"></p> <h3>3. The McWhopper</h3> <p>Though this never made it to an official tie-up, it represented a triumph for Burger King.</p> <p>The maker of the Whopper invited McDonald's to bury the hatchet and create a super burger, combining the best bits of the Big Mac and the Whopper.</p> <p>It was a PR stunt, yes, but by including a charitable element (proposing that proceeds go to Peace One Day) Burger King pitched the idea perfectly, creating buzz and a reputation as a fun brand that McDonald's failed to realise.</p> <p>As Patricio Robles <a href="https://econsultancy.com/blog/66876-how-burger-king-beat-mcdonald-s-with-the-mcwhopper/">points out in an Econsultancy article</a>, McDonald's' failure to accept the proposal, whilst offering no idea of its own but vaguely affirming a commitment to the cause, led to ridicule on social media.</p> <p>Burger King benefitted from its rival's branding and reach and placed McDonald's firmly in the shade (though Patricio rightly states that McDonald's could have raised the stakes in some way).</p> <p><iframe src="https://www.youtube.com/embed/e01a4-ClcTs?wmode=transparent" width="560" height="315"></iframe></p> <h3>4. O2 Academy</h3> <p>This is an eight-year-old deal now, and is so simple that some may call it old fashioned. However, music's power to infuse a brand with personality should not be underestimated.</p> <p>Though stadium sponsorship may not feel as progressive as championing new artists, it is surely more effective when it comes to sheer brand reach.</p> <p><a href="https://econsultancy.com/blog/67606-how-o2-achieves-creativity-through-data">O2</a> paid Live Nation £22.5m to rebrand its Academy venues, complementing the telco's previous sponsorship of the Millennium Dome (now The O2).</p> <p>The brand's Priority Moments campaign also incorporates music, giving customers tickets to gigs.</p> <p><img src="https://assets.econsultancy.com/images/0007/5227/o2.jpg" alt="o2 academy" width="615" height="410"></p> <h3>5. Warburtons and Stallone/Muppets</h3> <p>I've included Warburtons and its fairly straightforward celebrity TV commercials because the execution is so slick.</p> <p>Although many believe that celeb tie-ups for TV are uninspired, Warburtons surprised with its choice of Sly Stallone and The Muppets, stars that exist in a world apart from the Bolton bakery.</p> <p>It was this surprising juxtaposition that made the ads so successful and a reminder that it's horses for courses when it comes to advertising.</p> <p><iframe src="https://www.youtube.com/embed/Fam0qr-Z5uk?wmode=transparent" width="560" height="315"></iframe></p> tag:econsultancy.com,2008:BlogPost/67862 2016-05-19T14:06:00+01:00 2016-05-19T14:06:00+01:00 How Jamie Oliver harnessed the power of YouTube Nikki Gilliland <p>How has he managed it?</p> <p>From his early failures to FoodTube’s current winning strategy, here is a close-up look at how Jamie has turned around his YouTube fortunes.</p> <h3>Rebranding</h3> <p>Way back in 2012, YouTube was popular, but it was better known for videos of flash mobs and crazy cats – certainly not famous chefs. </p> <p>Jamie’s original YouTube channel was underused and certainly not consistent in terms of style or strategy. In fact, it was mostly used as way of integrating video content into his main website, resulting in an ad-hoc uploading schedule and miss-matched tone.</p> <p>Recognising these mistakes, Jamie decided to completely overhaul the channel, relaunching as FoodTube with a live half hour show in January 2013. </p> <p>Despite earning 100,000 subscribers in just a single night, the channel’s early days weren’t entirely smooth sailing.</p> <p>Richard Herd, now Head of FoodTube, explained that keeping the content similar to how it would appear on television was a steep learning curve. </p> <blockquote> <p>We soon learned through analytics that we were losing 40% of our audience before Jamie even started cooking.</p> <p>It needed to be more immediate. We moved everything up, and we got straight to the cooking. It was interesting for us to re-learn the grammar of what we do.</p> </blockquote> <p>Soon after, the video titles were scrapped and FoodTube began to further clean up its design by introducing descriptive thumbnails and carefully curated categories.</p> <p><img src="https://assets.econsultancy.com/images/0007/5051/FoodTube.PNG" alt="" width="750" height="524"></p> <h3>Discovering data</h3> <p>Born out of Jamie’s desire to create a personal connection with his audience, making FoodTube more of a community has been a deliberate move from the start.</p> <p>Unlike television where it’s difficult to discover specific details about the viewer demographic, YouTube’s ability to tap into data allows for much greater insight. </p> <p>By delving into this data, FoodTube was able discover who exactly the audience was as well as what points they were switching on and off.</p> <p>As a result, a much more streamlined strategy was put in place.</p> <p>The most popular upload on the channel to date - ‘How to Make Perfect Scrambled Eggs 3 Ways’ – typifies Jamie’s simple yet shareable formula.</p> <p>By encouraging users to comment with their own favourite tips and tricks, it demonstrates how one-sided content can evolve into a real conversation.</p> <p><iframe src="https://www.youtube.com/embed/s9r-CxnCXkg?wmode=transparent" width="854" height="480"></iframe></p> <h3>Collaborating with others</h3> <p>One of the easiest ways for brands to expand their reach on YouTube is to collaborate, and while Jamie might already rank highly in terms of celebrity status, he’s not been afraid to collaborate with others.</p> <p>From Gennaro Contaldo to Alfie Deyes, his ‘Jamie and Co’ series has seen him team up with a wide range of faces from the world of YouTube and beyond.</p> <p>Similarly, ‘Jamie Presents’ allows him to showcase the talents of a number of budding chefs, explaining why the viewer should watch them.</p> <p>This type of content is what gives FoodTube more substance than your average celebrity-hosted channel. </p> <p>Of course Jamie Oliver the ‘brand’ is a huge selling point, yet without a constant stream of authentic, engaging and collaborative content, it would not have garnered half of its current success.</p> <p><img src="https://assets.econsultancy.com/images/0007/5052/Jamie_Oliver.jpg" alt="" width="750" height="498"></p> <h3>Expanding the network</h3> <p>Despite uncertainty over the channel's ROI, Jamie has continued to grow his YouTube presence with the launch of two new channels – <a href="https://www.youtube.com/DrinksTube">Drinks Tube</a> and <a href="https://www.youtube.com/c/familyfoodtube">Family Food Tube</a> respectively.</p> <p>Drinks Tube – a celebration and exploration of all things beverage-related – endeavours to fill a gap in the market.</p> <p>By drawing on the knowledge of bartenders, brewers and experts, it aims to be a hub for anyone interested in creating great tasting drinks at home, both soft and alcoholic. </p> <p>Having signed a three-year sponsorship deal with Bacardi, it relies on more heavily-produced and brand-centric content.</p> <p>On the other hand, Family Food Tube aims to create a community for parents, providing tips, advice and support on the often tricky-to-navigate experience of family meal times. </p> <p>With a much more informal tone, Family Food Tube draws on more personal input from Jamie, including at-home vlogs and casual style videos.</p> <p><iframe src="https://www.youtube.com/embed/KWU9ZaWbeuQ?wmode=transparent" width="854" height="480"></iframe></p> <p>In terms of Jamie Oliver's future on YouTube, as long as his famous passion and enthusiasm for food is poured into all areas, there's no reason why it won't continue to flourish.</p> <p><em>For more on this topic, book yourself onto <a href="https://econsultancy.com/training/courses/video-marketing-strategies/">Econsultancy’s Video Marketing Training Course</a> or check out these posts:</em></p> <ul> <li><a href="https://econsultancy.com/blog/65765-how-asda-succeeded-on-youtube-with-mum-s-eye-view/"><em>How Asda succeeded on YouTube with Mum’s Eye View</em></a></li> <li><a href="https://econsultancy.com/blog/66678-how-the-top-five-uk-ecommerce-brands-use-youtube/"><em>How the top five UK ecommerce brands use YouTube</em></a></li> <li><a href="https://econsultancy.com/blog/64370-a-look-inside-gopro-s-dazzling-youtube-strategy/"><em>A look inside GoPro’s dazzling YouTube strategy</em></a></li> </ul> tag:econsultancy.com,2008:TrainingDate/2956 2016-05-11T10:38:02+01:00 2016-05-11T10:38:02+01:00 Content Marketing for Web, Mobile and Social Media - Malaysia <p>Brands are increasingly turning to content driven marketing strategies to gain marketplace attention and increase customer engagement in a multi-channel environment. For your marketing to be effective in 2015 and beyond, you will need to provide content that's useful to your customers and that advances your business objectives in a measurable way. It is also vital to create high engagement by building and maintaining a community around your content. </p> <p>The discipline of content marketing provides the framework for ensuring that your content delivers on these essential requirements across all relevant traditional and digital platforms. In addition to covering the basic principles of content marketing, this 3-day workshop seeks to address the challenges of marketers in developing a content strategy and help marketers to create a realistic and sustainable content plan.</p> tag:econsultancy.com,2008:TrainingDate/2949 2016-05-11T09:31:43+01:00 2016-05-11T09:31:43+01:00 Content Marketing for Web, Mobile and Social Media - Singapore <p>Brands are increasingly turning to content driven marketing strategies to gain marketplace attention and increase customer engagement in a multi-channel environment. For your marketing to be effective in 2016 and beyond, you will need to provide content that's useful to your customers and that advances your business objectives in a measurable way. It is also vital to create high engagement by building and maintaining a community around your content. </p> <p>The discipline of content marketing provides the framework for ensuring that your content delivers on these essential requirements across all relevant traditional and digital platforms. In addition to covering the basic principles of content marketing, this 2-day workshop seeks to address the challenges of marketers in developing a content strategy and help marketers to create a realistic and sustainable content plan.</p> tag:econsultancy.com,2008:BlogPost/67822 2016-05-09T14:19:00+01:00 2016-05-09T14:19:00+01:00 Four great examples of marketing to millennials Nikki Gilliland <p>(Top tip: definitely not by shoe-horning in some slang.)</p> <p>From daily vlogs to daredevil stunts, and with such a wealth of <a href="https://econsultancy.com/training/courses/topics/content-marketing-and-strategy">content marketing</a> possibilities, let’s take a look at the brands who have best captured the millennial’s (increasingly short-spanning) attention.</p> <h3>1. Airbnb - Creating content with substance</h3> <p>Millennials aren’t interested in the hard sell. Young adults crave content that has an inherent purpose, other than being a vehicle for the product itself.</p> <p>Whether it’s a viral video, an infographic or just a great story, content must be able to entertain or inform. Or in an ideal world, both.</p> <p><a href="https://advertising.yahoo.com/Articles/Content-Marketing-PDF/">Research</a> has shown that capturing a specific mood or moment is particularly effective when marketing to young people. With an emphasis on adventure, exploration, and self-discovery, Airbnb has captured the millennial’s desire for travel. </p> <p>The community feel and Instagram-inspired content of its blog helps to align the brand with those who are no longer satisfied with just a gap year.</p> <p>That being said, it is the company’s success with young people that has also helped increase its popularity with <a href="http://fortune.com/2016/02/16/airbnb-hotels-survey/">older generations</a>.</p> <p><img src="https://assets.econsultancy.com/images/0007/4728/AirBnB2.PNG" alt="" width="730" height="394"></p> <h3>2. Dominos - Utilising new platforms</h3> <p>Most millennials use Pinterest, Twitter and Instagram. As a result, more and more brands are realising that they’ve no choice but to use them too.</p> <p>If done right, tons of consumers will happily pin, retweet and Like otherwise stagnant content into a viral tailspin, making social media not just the obvious choice, but the most valuable one for any campaign.</p> <p>A brand that has recently utilised the potential of Snapchat, the <a href="https://econsultancy.com/blog/67257-15-reasons-your-brand-should-be-on-snapchat">hottest platform of the moment</a>, is Dominos.</p> <p>Though it has always made excellent use of social media, the brand recently took the plunge and made its Snapchat debut with a short film, ‘Dough to Door’.</p> <p>Similarly, its latest campaign uses bespoke face swaps to display the unbeatable feeling of joy when the delivery man rings the doorbell. What millennial could fail to relate to that?</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Pizza Lovers! Open up <a href="https://twitter.com/Snapchat">@Snapchat</a> and have a play with our mouth-boggling new Lens. Tweet us your snaps! <a href="https://twitter.com/hashtag/Greatness?src=hash">#Greatness</a></p> — Domino's Pizza UK (@Dominos_UK) <a href="https://twitter.com/Dominos_UK/status/726410827616555008">April 30, 2016</a> </blockquote> <h3>3. Nike - Promoting experiences</h3> <p>Millennials are all about memorable experiences – they are on a constant quest for the next big thing to eat, drink, shop, do, think or feel.</p> <p>From travel experiences to sporting ones, big brands are beginning to capture this need with an all-round epic customer journey.</p> <p>Known for its motivational messaging, Nike is a brand that sells the experience of exercise as much as the product itself. With 45.3m followers, its <a href="https://www.instagram.com/nike/">Instagram</a> page demonstrates the sheer power of inspirational photo.</p> <p>Recently, Nike has also delved into the (largely untapped) world of long-form advertising in the form of a <a href="https://www.youtube.com/watch?v=Iggq7fbL6-8">mini-series</a> targeted at female millennials.</p> <p><iframe src="https://www.youtube.com/embed/Iggq7fbL6-8?wmode=transparent" width="560" height="315"></iframe></p> <p>Margot and Lily – based on the competitive nature of two sisters – conveniently ties into the brand’s ‘Better for It’ campaign. </p> <h3>4. Carlsberg - Being relatable</h3> <p>As soon as there is a label for a particular age group, it’s far too easy to <em>over</em>-generalise.</p> <p>It’s vital to remember that millennials – whilst all born as part of the same generation – can have wildly different experiences, perspectives and opinions. </p> <p>Consequently, any good marketing campaign has to go deeper than what's 'cool'.</p> <p>What kind of person are you targeting? Where are they from and what is important to them? Social groups and life stages all play a vital part in how the audience will respond and engage. </p> <p>A brand that knows its audience well but is still willing to move away from a certain stereotype is Carlsberg. With humour at the core of all its advertising, it has found recent success with reactive content.</p> <p>Jumping on the furore caused by the ‘Are You Beach Body Ready’ campaign, it cleverly placed ads asking commuters if they were ‘Beer Body Ready’.</p> <p>The combination of timely relevance and relatable humour made it one of the most <a href="https://econsultancy.com/blog/67373-carlsberg-probably-the-best-content-strategy-in-2015/">inspired campaigns</a> of the past few years.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">You don’t need <a href="https://twitter.com/hashtag/ProbablyTheBest?src=hash">#ProbablyTheBest</a> body to enjoy a beer on the beach, or in your local pub. Budgie smugglers optional. <a href="http://t.co/HU0w0cHYxt">pic.twitter.com/HU0w0cHYxt</a></p> — Carlsberg UK (@CarlsbergUK) <a href="https://twitter.com/CarlsbergUK/status/593390379728302081">April 29, 2015</a> </blockquote> tag:econsultancy.com,2008:BlogPost/67804 2016-05-04T12:07:51+01:00 2016-05-04T12:07:51+01:00 Capturing Micro-Moments & Answer Boxes for content success Richard Marriott <p>Now I’m not a massive fan of buzzwords but like it or not these ‘micro-moments’ should be forming a critical part of your <a href="https://econsultancy.com/reports/seo-best-practice-technical-seo-on-page-optimization-and-landing-page-optimization/">on-page content strategy</a> for 2016 to ensure you are always supporting your customers throughout every stage of the buying cycle. </p> <p>Firstly, lets start with the basics, what is a micro-moment?</p> <h3>Micro-moments</h3> <p>In a nutshell, mobile has significantly changed the customer journey by allowing us to be ‘always on’.</p> <p>The traditional journey is now different and broken down into lots of real-time, intent-driven search queries.</p> <p>Google breaks them down into the following 'Moments':</p> <ul> <li>Is it worth it</li> <li>Show me how</li> <li>Time for a new one </li> <li>Didn’t plan for this</li> <li>One step at a time</li> <li>Ready for a change</li> <li>New day new me</li> <li>I wanna talk to a human</li> </ul> <p>There is also a lot of emphasis on: </p> <ul> <li> <strong>Be there:</strong> ensuring you are visible.</li> <li> <strong>Be useful:</strong> deliver relevance in their micro-moment of need.</li> <li> <strong>Be quick:</strong> mobile UX, site speed and page structure.</li> </ul> <p>This graphic from the Think With Google site sums it up nicely:</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/4529/micro-moments-blog-flyer.png" alt="" width="470" height="433"></p> <p>Think about your most recent purchase and how you can fit this into the context of the list above; how you searched, where you searched and what the outcome was. </p> <p>So where do you start with capturing these micro-moments? This might seem daunting but break it down logically and it's pretty straight-forward:</p> <ul> <li>Understanding audience</li> <li>Persona creation</li> <li>Mapping moments to personas and keyword research</li> <li>Competitor analysis</li> <li>Content structure</li> </ul> <p>During the rest of this post we are going to focus on the ‘be there’, ‘be useful’ and ‘be quick’ sections of the micro-moment.</p> <p>While I can’t cover all aspects of the ‘be quick’ recommendation such as site speed, we can consider the way content is structured for mobile to ensure it's easily navigable and consumable (which kind of falls into the useful bit too). </p> <h3><strong>Understanding audience</strong></h3> <p>We start by putting a huge focus on audience insights and <a href="https://econsultancy.com/blog/66976-are-your-audience-personas-really-helping-to-inform-your-content-strategy/">content personas</a>. </p> <p>After all, if you don’t understand your customer and their needs how can you execute <a href="https://econsultancy.com/training/courses/digital-content-strategy/">a successful content strategy</a> to support them throughout the purchase funnel and ultimately increase conversions.</p> <p>Once we have defined these personas we can then begin to think about their individual needs in the buying cycle and look to capture this traffic with content.  </p> <p>Here are a few simple examples on where to gather insight from:</p> <h4><strong>1. Internal data</strong></h4> <p>Clearly the most valuable place you can begin is with your own customer data.  </p> <p>If you are lucky enough to have mosaic data or have done focus group research in the past then use it!</p> <p>If not, then as a minimum export sales/conversion data and segment into persona-related data where possible (depending on the data you have).</p> <p>As a really top-level example, this could be age, gender, location and category of product purchased from. Google Analytics demographics will also help with further insight.</p> <h4><strong>2. Social data</strong></h4> <p>When it comes to audience understanding, where better to look next than at your (or your competitor's) social data. </p> <p>In my personal opinion Facebook Audience Insights data accessed through the Ads Manager is brilliant for audience understanding, and best of all it's free.</p> <p>The tool is supposed to help with your Facebook Ad targeting, however this data can also be used for persona creation and developing content that resonates with your audience.</p> <p><strong>3. YouGov audience profiler (free tool)</strong></p> <p>The <a href="https://yougov.co.uk/profileslite#/" target="_blank">YouGov Profiles</a> tool is great to get more insight on your audience.</p> <p>Simply type in your brand, a larger competitor or pastime and it returns lots of rich data on your specific audience.</p> <p><img src="https://assets.econsultancy.com/images/0007/4592/Screen_Shot_2016-05-04_at_11.03.31.png" alt="" width="800" height="450"></p> <h3><strong>Persona formulation</strong></h3> <p>Each brand will be different when thinking about the number of personas you are going to have, and it also depends on the amount of time and resource you have available.</p> <p>Firstly you need to be realistic with what you can achieve and service properly, and also think about whether you need a persona set per product category or whether you can use the same set across the business. </p> <p>Too many personas will potentially dilute what you are trying to achieve, and only having one will lead to the content being too narrow and not appealing enough to the larger audiences.</p> <p>Broadly speaking we normally look to use between three and five personas per category/business. </p> <p>Below is an example on how to formulate these personas along with a <a href="https://www.zazzlemedia.co.uk/persona-template/?utm_source=Econsultancy&amp;utm_medium=Earned&amp;utm_campaign=Micro-Moments-Post" target="_blank">handy link to the template</a>.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/4530/persona-blog-flyer.png" alt="" width="470" height="371"></p> <h3><strong>Competitor analysis</strong></h3> <p>There are several methods available for SEO competitor analysis.</p> <p>In my opinion <a href="https://www.semrush.com/" target="_blank">SEM Rush</a> is a pretty efficient way of checking not only what your competitors are ranking for, but also any Answer Boxes they currently own.</p> <p>By searching for said competitor/site then selecting 'organic search positions', you can see the terms your competitor ranks for. This can be exported and filtered until your heart's content! </p> <p>The next level is to look at which Google Answer Boxes are they capturing. To see this simply filter by SERP feature, then featured snippet:</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/4531/sem-rush-msm-blog-flyer.png" alt="" width="470" height="280"></p> <p>Then sense-check against the terms in the SERP:</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/4545/serp-answer-blog-flyer.png" alt="" width="470" height="439"> </p> <p>As you can see, these Answer Boxes are appearing at the top of the organic results and capturing a lot of real estate in the SERP, so it's great for awareness and capturing traffic at the top of the funnel.</p> <p>Google doesn’t automatically scrape the first result either. We’ve seen Answer Boxes being won by terms ranking within the top five.</p> <p>We’ve also seen great success with some of our clients utilising these, and with <a href="https://econsultancy.com/blog/67569-google-kills-right-hand-ppc-ads-how-should-marketers-respond/">no ads down the side of the SERP</a> there are some people speculating that this will allow extra space for <a href="https://econsultancy.com/blog/62241-google-s-knowledge-graph-one-step-closer-to-the-semantic-web/">the Knowledge Graph</a>.</p> <h3><strong>Mapping moments to personas (be there/be useful)</strong></h3> <p>Once the personas have been created we then need to understand their individual needs and how to ensure you have the right content for them at every stage of the purchase funnel.</p> <p>So let's start that process. Choose one of your personas and think of queries that fall into each of the 'moments' listed at the top of this post.</p> <p>Now in terms of keyword research around these, I’m not going to teach anyone to suck eggs as I’m sure most will know your keyword sets and there is already enough information on this available elsewhere.</p> <p>However, to capture these micro-moments, keyword formulation should be considered in a slightly different way to really start to understand where the opportunity is, how the consumer will want to consume the content and ultimately how to structure that content to meet their needs.</p> <p>Start by using <a href="https://adwords.google.co.uk/KeywordPlanner">Google's Keyword Planner</a> to look at search volumes.  </p> <p>To give you some inspiration on what longer-tail terms your audience might be searching for, a couple of handy tools I’ve come across are <a href="http://answerthepublic.com/">Answer The Public</a> and <a href="http://lsigraph.com/">LSI Graph</a>.</p> <p>These deliver the what, when, how, why and sematic phrases for your head terms, and both churn out cool suggestions like this:</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/4533/answer-the-people-blog-flyer.png" alt="" width="470" height="470"></p> <p>And this:</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/4534/lsi-graph-blog-flyer.png" alt="" width="470" height="342"></p> <p>These terms should be considered when formulating functional content on product/category pages and also when creating blog strategies to capture this additional opportunity.</p> <p>So, not all of these suggestions will be relevant to your customers, but when you collectively understand and map them out and tie them back to your content personas, it will help inform your content strategy. </p> <p>To help you map this out, I have created an example template for you to <a href="https://www.zazzlemedia.co.uk/mapping-moments-personas-template/" target="_blank">download here</a>:</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/4536/mm-template-blog-flyer.png" alt="" width="470" height="175"></p> <h3><strong>Content and page structure: ‘Be Quick’ / ‘Be Useful’</strong></h3> <p>Content structure is a key reason for why Google displays Answer Boxes from sites that have well-designed pages that answer the question quickly and efficiently. </p> <p>Think back to the intro with the change in search now being based around hundreds of real time, intent-driven search queries.</p> <p>It’s also critical that you take a mobile-first view on these pages so users can easily navigate to the part of content that answers their question, rather than having to infinitely scroll (we know how much it annoys us all!).</p> <p>Below is an example of how to structure content well:</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/4544/mas-breakdown-blog-flyer.jpg" alt="" width="470" height="247"></p> <p>Rather than have multiple pages for multiple micro-moments, I’d recommend creating pages that answer multiple queries/micro-moments around a similar topic or theme.</p> <p>Critically the page starts with a relevant H1 tag followed by some above-the-fold succinct content which answers the user's query within a couple of sentences.</p> <p>Then, if you have multiple questions or areas to cover in the page then create these in a bulleted list with anchor tags that link to the relevant part further down the page.</p> <p>These ‘sub-sections’ should be titled with an H2 with the detail being displayed clearly using tables and lists to make it easy to consume.</p> <h3><strong>Conclusion</strong></h3> <p>Getting the audience part right is the first big hurdle, but once you have your personas nailed down, do your competitor analysis to see if anyone is really owning this at the moment and see if you can take any inspiration.</p> <p>Then use keyword research and some of the query tools I've mentioned to really define micro-moments and pinch points that your customers might be struggling with and map those to the personas to help prioritise content.</p> <p>Once you’ve made it that far create and structure your content while always considering:</p> <ul> <li>Be there.</li> <li>Be useful.</li> <li>Be quick.</li> </ul> tag:econsultancy.com,2008:BlogPost/67729 2016-04-11T12:04:29+01:00 2016-04-11T12:04:29+01:00 10 creative digital marketing campaigns from Lowe's Ben Davis <h3>1. #LowesFixInSix Vine videos</h3> <p>I'll start with the campaign most Lowe's/social media fans will know.</p> <p>These Vines were good enough to win a Cannes Lion for BBDO and Lowe's in 2014.</p> <p>The tips are obscure enough to merit plenty of sharing and the production on the animation is immaculate.</p> <p>Lowe's aim of making home improvement accessible and stress-free is perfectly encapsulated.</p> <p><iframe src="https://vine.co/v/iOg1TMTevhK/embed/simple" width="600" height="600"></iframe></p> <p><iframe src="https://vine.co/v/iInlebl7Ibz/embed/simple" width="600" height="600"></iframe></p> <h3>2. Diorama window displays (live action Vines)</h3> <p>Lowe's decided the success of its Vine campaign could be emulated in a window display in Manhattan, introducing the brand's new, small format stores.</p> <p>Two dioramas were built to look much like a stop motion Vine, even including a smartphone frame and a Like button that pedestrians could push, upping a counter.</p> <p>While I've written recently about <a href="https://econsultancy.com/blog/67705-what-s-now-next-for-digital-technology-in-retail-stores/">the advantages of digital screens</a> over traditional shopfronts, an integrated, truly experiential campaign such as this one shows the magic of the real.</p> <p><iframe src="https://www.youtube.com/embed/WozpHtHY5yM?wmode=transparent" width="560" height="315"></iframe></p> <h3>3. The Holoroom</h3> <p>Lowe's is partnering with Hololens on what Microsoft calls a mixed-reality solution (beginning in Seattle and North Carolina).</p> <p>That means customers stand in a blank kitchen 'template' and then use the headset to envision customised designs.</p> <p>Here's how Microsoft describes the experience:</p> <blockquote> <p>Now people can view, in life-like realism, large items like cabinets, appliances and countertops in size and scale with incredibly high-definition options and detailed finishes.</p> <p>The holographic details are rich and allow users to even see the differences between shiny chrome appliances versus matte brushed aluminum options.</p> <p>From within the nearly empty square frame of a showroom kitchen, customers can completely change the look and feel of that space – including adjusting the size and shape of an island, and viewing virtual design options against physical counter stools. </p> </blockquote> <p>This isn't entirely a new service for Lowe's. The retailer has previously had a so-called holoroom, using AR tablet technology (similar to <a href="https://econsultancy.com/blog/63574-augmented-reality-the-ikea-catalogue-and-beyond/">IKEA's implementation</a>) to superimpose furniture and fittings into a blank room.</p> <p>Lowe's then moved on to Oculus Rift, before partnering with Hololens, which will presumably allow customers to interact with a store associate while viewing the mockups.</p> <p>There are only 19 holorooms according to the Lowe's website, so there's an element of PR to the campaign.</p> <p>Nevertheless, with a kitchen being a big ticket item, any experience that can capture data, increase conversion or up-sell is worth innovating.</p> <p><img src="https://assets.econsultancy.com/images/0007/3817/hololens.jpg" alt="lowe's holoroom" width="615"></p> <p><em>Photo via <a href="https://blogs.windows.com/devices/2016/03/18/microsoft-hololens-and-lowes-working-to-redefine-your-next-home-renovation/">Microsoft</a>.</em></p> <h3>4. Lowe's on Pinterest</h3> <p>Lowe's has an incredible 3.4m followers on Pinterest.</p> <p>The reason is the retailer's approach to boards - a practical and inspirational mix with titles such as 'Get Organized' and '50 projects under $50'.</p> <p>Lowe's branding has traditionally been more focused on novices and women than its competitor Home Depot, which has more of a trade feel.</p> <p>With Pinterest users being two-thirds women and <a href="https://econsultancy.com/blog/67720-how-made-com-succeeds-on-pinterest/">home improvement being one of the biggest categories</a>, there's an obvious alignment here.</p> <p><img src="https://assets.econsultancy.com/images/0007/3813/Screen_Shot_2016-04-09_at_21.31.00.png" alt="lowe's pinterest" width="615"></p> <h3>5. Dynamic video advertising</h3> <p>Serving dynamic video ads is a tactic that has been used for a while (<a href="https://econsultancy.com/blog/67516-four-video-campaigns-that-used-dynamic-creative/">see more examples here</a>) but home improvement is a particularly ripe sector for localized ads.</p> <p>That's because in the US climate differs wildly depending on what state you're in, and so will products and stock levels.</p> <p><iframe src="https://www.youtube.com/embed/KRus0ZW4MbY?wmode=transparent" width="560" height="315"></iframe></p> <h3>6. Lowe's Creative Ideas</h3> <p>Lowe's website header menu includes a prominent link to 'ideas and how-tos'. Within this section there's a whole host of content marketing (buying guides, gardening forum/tips, how-tos, by room etc.) including Lowe's Creative Ideas.</p> <p>The Creative Ideas (traditionally a print publication) have their own mobile app, too, as well as being available as a digital magazine.</p> <p>Lowe's has been adding to its content library for a while now. The content is more extensive than that of Home Depot and gives Lowe's search gains in a number of relevant areas.</p> <p>But this is not just content marketing, Lowe's is very responsive to customer questions in this part of the website.</p> <p>Scroll down the comments (e.g. in the <a href="http://www.lowes.com/creative-ideas/kitchen-and-dining/kitchen-planning-guide/article">kitchen planning guide</a>) and you'll see the team has responded to pretty much every question on the same day.</p> <p><img src="https://assets.econsultancy.com/images/0007/3811/daily_ideas.jpeg" alt="creative ideas app" width="300">  <img src="https://assets.econsultancy.com/images/0007/3812/kitchen_update.jpeg" alt="creative ideas app" width="300"></p> <h3>7. #ProudMoment on Instagram</h3> <p>Going way back to 2012, Lowe's was continuing its multichannel efforts with a hashtag campaign on Instagram.</p> <p>Very simply, it was a drive to uncover brand advocates and user-generated content. Customers were asked to take photographs of their proud home improvement moments and Lowe's would select a weekly winner.</p> <p>As <a href="https://bryannagy.com/2013/02/10/lowes-takes-on-instagram-with-proudmoment-campaign/">Bryan Nagy points out</a>, the campaign could have been slicker (a fairly generic hashtag and a lack of links to or promo of the channel) but it shows Lowe's commitment to meeting the customer where he/she resides.</p> <p><img src="https://assets.econsultancy.com/images/0007/3822/proudmoment.png" alt="#proudmoment" width="615"></p> <h3>8. Lowe's Innovation Labs</h3> <p>Lowe's has been cultivating an image as a relatively young and tech-savvy brand.</p> <p>Partly that's done through its innovation lab, which is aiming to improve customer experiences, as well as present an interesting side of the retailer to prospective employees.</p> <p>For that reason, I think the project can be classified as marketing, though product design is probably more accurate.</p> <p>Check out the <a href="http://www.lowesinnovationlabs.com/">scrolling website for Labs</a>; there are plenty of interesting projects, though I'm most impressed by its collaboration with Fellow Robots to create a customer service bot to help with inventory questions.</p> <p><em>Fast forward until you see the bot.</em></p> <h3><iframe src="https://www.youtube.com/embed/W-RKAjP1DtA?wmode=transparent" width="560" height="315"></iframe></h3> <h3>9. Never Stop Improving rebrand commercial</h3> <p>The 'Never Stop Improving' commercial seems to have been loved by some but not all.</p> <p><a href="http://www.talentzoo.com/digital-pivot/blog_news.php?articleID=12119">This article</a>, for example, compares the brand unfavourably to Home Depot, arguing that in 2011 when this spot was broadcast, consumers were too mired in post-recession debt to be so aspirational.</p> <p>Home Depot's 'More spending. More doing.' was a more timely concept, the article continues.</p> <p>However, though I'm not a massive fan of the music, I love the flawless execution of the concept.</p> <p>Even though the idea of following one couple/family wasn't new in marketing in 2011, there has been a recent spate of ads using this tactic (in the UK - ASDA, EasyJet, Nationwide and more).</p> <p>Perhaps Lowe's started the trend?</p> <p><iframe src="https://www.youtube.com/embed/CcZZwhr7eFI?wmode=transparent" width="560" height="315"></iframe></p> <h3>10. Tumblr</h3> <p>Let's finish with a final dollop of multichannel and social media.</p> <p>Lowe's ran a series of spots in March 2015 for its spring campaign, aimed at sports fans and focusing on lawn, deck, bath and paint. The campaign ws supported by how-to content on a nicely designed Tumblr.</p> <p>Though 2015 may not have been a vintage year for Tumblr, many brands (e.g. <a href="https://www.marketingweek.com/2015/09/15/nescafe-goes-after-millennials-as-it-becomes-first-global-brand-to-move-online-presence-to-tumblr/">Nescafe</a>) were taking advantage of the ease of adding content to the platform (away from their complicated and often heavy websites).</p> <p><img src="https://assets.econsultancy.com/images/0007/3824/Screen_Shot_2016-04-11_at_09.36.46.png" alt="lowe's tumblr" width="615"></p> tag:econsultancy.com,2008:BlogPost/67694 2016-04-01T11:57:00+01:00 2016-04-01T11:57:00+01:00 10 examples of great IKEA marketing creative Ben Davis <h3>1. Free cot ad (for babies conceived on Valentine's Day)</h3> <p>IKEA Australia produced this novel newspaper ad (yes, print), conjuring up much PR on Valentine's Day.</p> <p>Simultaneously cheeky, subtle and utilitarian, it perfectly sums up the IKEA brand and its marketing genius.</p> <p><img src="https://assets.econsultancy.com/images/0007/3479/Screen_Shot_2016-03-31_at_16.13.43.png" alt="free cot ad" width="539" height="480"></p> <h3>2. Instagram ingenuity</h3> <p><a href="https://www.instagram.com/ikea_ps_2014/">IKEA Russia 'hacked' Instagram</a>, posting images that created the appearance of a website homepage (in grid view).</p> <p>Each photo of an interior had items within it tagged - these tagged items of course corresponded to other accounts, set up especially for each item, which featured more styling inspiration.</p> <p>I'd love to have been in the room when the person responsible had the idea. A simple, low cost, PR perfect use of social media.</p> <p><em>Instagram 'homepage'</em></p> <p><img src="https://assets.econsultancy.com/images/0007/3482/Screen_Shot_2016-03-31_at_17.11.39.png" alt="ikea instagram" width="541" height="480"></p> <p><em>Instagram 'category page'</em></p> <p><img src="https://assets.econsultancy.com/images/0007/3483/Screen_Shot_2016-03-31_at_17.12.08.png" alt="ikea instagram" width="615"></p> <p><em>Instagram 'product page'</em></p> <p><em><img src="https://assets.econsultancy.com/images/0007/3484/Screen_Shot_2016-03-31_at_17.12.23.png" alt="ikea instagram" width="395" height="480"></em></p> <h3>3. IKEA Home Tour</h3> <p>The <a href="https://www.hometourseries.com/">IKEA Home Tour</a> performs makeovers on customer homes throughout the USA. The website is smart, showing the brand's commitment to multimedia and design.</p> <p>There are product features (corresponding to particular makeovers), design tutelage (e.g. how to upholster a chair), links to the design blog and Pinterest profiles, as well as all the YouTube videos of the makeovers.</p> <p><iframe src="https://www.youtube.com/embed/aNrwLzaOA7o?wmode=transparent" width="560" height="315"></iframe></p> <h3>4. Resizable banner ad</h3> <p>Click through below and you'll be able to resize the banner and watch as the space is miraculously filled with labelled IKEA furniture.</p> <p>Being able to count 'banner ads I've enjoyed' on one finger, this is a remarkable achievement. </p> <h3><a href="http://digitalsynopsis.com/ikea-resize-room/"><img src="https://assets.econsultancy.com/images/0007/3505/Screen_Shot_2016-04-01_at_09.44.33.png" alt="banner ad ikea" width="615"></a></h3> <h3>5. The bookbook™</h3> <p>A lot of you will have already seen this wry take on technology produced around the time of the iPhone 6 launch.</p> <p>The IKEA catalogue is an institution, and has been central to charting the evolution of interior design over the past 40 years (at least).</p> <p>The video is a robust and humorous defence of paper, and was universally loved, racking up 18m views so far.</p> <p><iframe src="https://www.youtube.com/embed/MOXQo7nURs0?wmode=transparent" width="560" height="315"></iframe></p> <h3>6. Apartment in a box</h3> <p><a href="https://econsultancy.com/blog/65230-10-very-cool-examples-of-experiential-marketing/">Experiential fun</a> next, with this 'stunt' for the opening of a Brooklyn store.</p> <p>People could enter the 'box' and view the show apartment inside.</p> <p><img src="https://assets.econsultancy.com/images/0007/3503/studio_apartment.jpg" alt="apartment in a box" width="500" height="300"></p> <p><em>Image via <a href="http://theikeablog.com/2008/08/29/ikea-brooklyn/">theikeablog</a>.</em></p> <h3>7. Easy to Assemble (web series)</h3> <p>While I can't say I can vouch for <a href="https://www.google.co.uk/url?sa=t&amp;rct=j&amp;q=&amp;esrc=s&amp;source=web&amp;cd=1&amp;cad=rja&amp;uact=8&amp;ved=0ahUKEwiRu5rBhO3LAhUEORoKHRE9BBcQFggdMAA&amp;url=http%3A%2F%2Fwww.easytoassemble.tv%2F&amp;usg=AFQjCNG8h4bbBm1RkPmm_zBo_BGzFy56Lw&amp;sig2=7H8KFlAgZSZbyrvB2e6vAw">Easy to Assemble</a> as an option for the weekend boxset-style marathon, it is startling that IKEA greenlit a web series back in 2008.</p> <p>IKEA is central to the plot of the sitcom, as it follows an actor leaving Hollywood to work in a furniture store.</p> <p>Guest stars, fairly inconceivably, include Jeff Goldblum and Keanu Reeves.</p> <p><iframe src="https://www.youtube.com/embed/D8Vvel37HRw?wmode=transparent" width="560" height="315"></iframe></p> <h3>8. Many and varied Facebook campaigns</h3> <p>My colleague David Moth has already rounded up some of IKEA's <a href="https://econsultancy.com/blog/63221-six-awesome-examples-of-facebook-campaigns-by-ikea/">most ingenius work on Facebook</a>. The best one, in my opinion, was the 2009 Malmo showroom idea. </p> <p>A Facebook account for the store manager, Gordon Gustavsson, featured 12 pictures of the store’s showrooms over a two-week period.</p> <p>Users could win the products on show by being the first person to tag their name on it. This caused a ripple effect, spreading the photos across many thousands of Timelines.</p> <p>Nowadays, this would fall foul of Facebook's competition rules, but it has to be heralded as an example of guerilla marketing on social.</p> <p><iframe src="https://www.youtube.com/embed/0TYy_3786bo?wmode=transparent" width="560" height="315"></iframe></p> <h3>9. Home delivery print advert</h3> <p>I haven't reproduced it here, but <a href="http://adsoftheworld.com/media/print/ikea_living_room">head over to Ads of the World</a> to see one of the most creative ads I've seen for a while (from DDB in Germany).</p> <h3>10. The design blog</h3> <p>Part of IKEA's Share Space, a community where customers share pictures of their homes (and undoubted precursor to the much vaunted <a href="https://econsultancy.com/blog/65298-what-i-love-about-made-com-1-600-words-and-24-pictures/">Made Unboxed</a>), the design blog might seem pretty staid by 2016 standards.</p> <p>However, what's great about <a href="http://www.theshare-space.com/Blog/">the design blog</a> is that there are many contributors from various parts of IKEA and externally. All their content is well-written, practical and generally far from trite.</p> <p>Of course, products are mentioned and linked to, but most articles feel like anything but a hard sell.</p> <p><em>More on marketing creative:</em></p> <ul> <li> <a href="https://econsultancy.com/blog/67447-the-economist-finding-new-readers-with-creative-programmatic-display/">The Economist: finding new readers with creative programmatic display</a> </li> <li> <a href="https://econsultancy.com/blog/66649-the-return-of-creativity-and-design/">The return of creativity and design</a> </li> <li><a href="https://econsultancy.com/blog/63146-six-examples-of-brilliant-marketing-creative-to-enjoy-with-your-coffee/">Six examples of brilliant marketing creative to enjoy with your coffee</a></li> </ul> tag:econsultancy.com,2008:BlogPost/67515 2016-02-12T14:14:38+00:00 2016-02-12T14:14:38+00:00 Twitter unveils new timeline feature: what you need to know Patricio Robles <p>Mike Jahr, a senior engineering manager at Twitter, <a href="https://blog.twitter.com/2016/never-miss-important-tweets-from-people-you-follow">explained</a> how the feature works:</p> <blockquote> <p>You flip on the feature in your settings; then when you open Twitter after being away for a while, the Tweets you're most likely to care about will appear at the top of your timeline – still recent and in reverse chronological order. The rest of the Tweets will be displayed right underneath, also in reverse chronological order, as always.</p> <p>At any point, just pull-to-refresh to see all new Tweets at the top in the live, up-to-the-second experience you already know and love.</p> </blockquote> <p>According to Jahr, "We've already seen that people who use this new feature tend to Retweet and Tweet more, creating more live commentary and conversations, which is great for everyone."</p> <h3>Can an algorithm save Twitter?</h3> <p>Why is Twitter introducing an algorithm into the simple, reverse-chronological timeline that everyone is so familiar with?</p> <p><a href="https://econsultancy.com/blog/67496-what-the-hell-is-going-on-with-twitter/">Twitter's stock has been battered recently</a>, and although it just reported earnings in line with Wall Street expectations, the company's user growth has stalled, bolstering Twitter skeptics' arguments that its future prospects are questionable.</p> <p>Many Twitter critics have focused on the product iself, suggesting that Twitter's value proposition just isn't clear and compelling enough to the average user.</p> <p>Jack Dorsey, one of the co-founders of Twitter, <a href="https://econsultancy.com/blog/67012-twitter-names-new-ceo-what-it-means-for-marketers">was installed last year as CEO</a> in what was widely seen as a signal that the company recognized that it needed a product-focused leader.</p> <p>The new timeline feature seems aimed at solving one of Twitter's biggest supposed problems: casual users can be overwhelmed by the service's noise, making it difficult for them to quickly find content that's useful and relevant.</p> <p>That in turn leads to attrition, something a company with dwindling sources of new growth can ill-afford.</p> <p>If Twitter's timeline algorithm can do a good enough job of identifying and highlighting quality content, Twitter might have a shot at reducing attrition and attracting new active users, boosting the possibility that Twitter can remain relevant and thrive as other social platforms vie for the finite attention of consumers.</p> <p>Of course, there are plenty of algorithm skeptics. They include Facebook co-founder Adam D'Angelo, who described a number of potential pitfalls in <a href="https://www.quora.com/Why-are-Twitter-users-unhappy-about-a-switch-to-an-algorithmic-timeline/answer/Adam-DAngelo">a detailed Quora post</a>. Among his thoughts...</p> <blockquote> <p>...there is a larger strategic concern: moving into a space that is closer to Facebook and most other internet products is not necessarily good for Twitter even if it increases usage in the short term. Twitter has thrived despite all the management turnover, slow execution, and attempts at competition because it occupies a unique niche and has an almost total lock on that market.</p> </blockquote> <p>Even a former Twitter product manager, Paul Rosania, isn't impressed and explained why in a series of tweets...</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">You won't even notice. You won't! You think you will, but you won't.</p> — Paul Rosania (@ptr) <a href="https://twitter.com/ptr/status/696030498577997824">February 6, 2016</a> </blockquote> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Juxtapositioning reverse-chronology with an algorithm is senseless. Reverse-chronology IS an algorithm.</p> — Paul Rosania (@ptr) <a href="https://twitter.com/ptr/status/696029481555722240">February 6, 2016</a> </blockquote> <h3>Bad news and good news for brands, marketers</h3> <p>If Twitter proves the skeptics wrong and the timeline feature takes hold, it could prove problematic for brands and marketers active on the platform.</p> <p>After all, Twitter's timeline algorithm would become yet another algorithm like PageRank or EdgeRank that needs to be understood, monitored and grappled with.</p> <p>And Twitter could use it to further its monetization interests. For example, it's conceivable that Twitter could use the timeline algorithm to effectively limit organic reach, making it desirable or necessary for brands and marketers to purchase sponsored tweets.</p> <p>But even if these things come to pass, the timeline feature could be good news for Twitter stakeholders.</p> <p>Brands and marketers have made significant investments in the Twitter service, and for many, Twitter accounts are among the most important social assets. If Twitter continues to stagnate, lose its relevance and ultimately falls into decline, brands and marketers will lose out.</p> <p>From this perspective, a Twitter dominated by an algorithm-driven timeline might not be so bad if the algorithm helps Twitter deliver a better user experience. Right now that's a huge <em>if</em>.</p> tag:econsultancy.com,2008:Report/4023 2016-02-04T12:00:00+00:00 2016-02-04T12:00:00+00:00 The Best of Digital Shift 2015 <p><a href="https://econsultancy.com/reports/digital-shift"><strong>Digital Shift</strong></a>, a quarterly service from Econsultancy, is intended as <strong>a guide to support strategic thinking</strong>.</p> <p>Focused tightly on digital technologies, marketing and ecommerce, it's about <strong>delivering actionable insight on trends that will be significant in the short to mid-term</strong>, and which can be used to generate new ideas, improve business performance and stay ahead of the competition.</p> <p>The <strong>Best of Digital Shift 2015 </strong>reflects the key developments impacting digital marketing over the past year. The critical shifts are summarised below:</p> <ul> <li> <strong>Innovation management</strong>: The cyclical nature of technology adoption continues to increase in speed, turning exciting opportunities into afterthoughts faster than ever before. What are the new technologies primed to change consumer and purchasing behaviour and how will they fit into commerical offerings?</li> <li> <strong>Growing complexity</strong>: With infinite ways in which marketers can interact with consumers, programmatic marketing is a key priority. How should organisations approach the challenge of integration as they seek to offer personalised experiences?</li> <li> <strong>The era of distribution and the evolution of social</strong>: The maturation of key social platforms has turned social media from a fledging sub segment of marketing, to a dominant gatekeeper of consumer attention and access. How is this changing business models and creating new opportunities?</li> <li> <strong>From mobile apps to bots: </strong>With just a handful of apps dominating the consumers' attention, apps need to be far more pervasive, personal and predictive in order to provide value. How is such thinking permating customer experiences on mobile and in the real world? </li> <li> <strong>Wearables and virtual reality</strong>: There are a host of new technologies gaining traction with early adopters. But which of these are worth experimenting with? How many of these will gain mainstream adoption?</li> </ul>