tag:econsultancy.com,2008:/topics/strategy Latest Strategy content from Econsultancy 2016-04-11T12:04:29+01:00 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> tag:econsultancy.com,2008:BlogPost/67479 2016-02-04T10:48:00+00:00 2016-02-04T10:48:00+00:00 Times of London Weekly: Fantastic app, but I want it in... London Ben Davis <h3>Simplicity and scrolling</h3> <p>The Times weekly app is all big images and bold headlines.</p> <p>All of the content is there on the homescreen, consisting of the best 90 or so articles that have featured in the grown-up paper that week. These articles are manually curated.</p> <p>The simple menu (see below) simply jumps you to the right section of this scrolling content.</p> <p>It's very focused, easy to use and feels a very different beast to the sophisticated, multiformat <a href="https://econsultancy.com/blog/64923-the-guardian-s-new-responsive-apps-offer-great-ux-more-editorial-control/">Guardian app</a>, for example.</p> <p><em><strong>The new The Times of London Weekly app is beautifully simple</strong></em></p> <p><img src="https://assets.econsultancy.com/images/0007/1377/IMG_2551.PNG" alt="the times weekly app" width="300">  <img src="https://assets.econsultancy.com/images/0007/1379/IMG_2552.PNG" alt="times weekly app" width="300"></p> <p><em><strong>..a stark contrast to The Guardian's sophisticated multiformat app.</strong></em></p> <p><img src="https://assets.econsultancy.com/images/0007/1378/IMG_2553.PNG" alt="guardian app" width="300"> </p> <h3>...and designed to be 'finished'</h3> <p>There's a reason this new Times app and The Guardian's app look different.</p> <p>Here's a quote from Nick Petrie, The Times' deputy head of digital (taken from <a href="http://www.niemanlab.org/2016/02/the-sun-never-sets-on-the-times-how-and-why-the-british-paper-built-its-new-weekly-international-app/">this excellent NiemanLabs article</a>): </p> <blockquote> <p>An edition is something that can be finished. When you’ve read it, you feel up-to-date; you’ve been told what you need to know for the day or the week.</p> <p>The weekly app takes that idea as well. This idea will appear in more and more of our products as time goes on because it’s resonated so well with our readership.</p> </blockquote> <h3>So, let's take a look at the content</h3> <p>Here's where we stumble. The Times of London Weekly is available in 46 countries, but not in the UK (where I am).</p> <p>So, even though I managed to download the app from the App Store by creating a new US Apple ID as a workaround, once I tried to subscribe, Apple wouldn't let me without a US payment card.</p> <p>The articles, if you're in the right country to access them, are also lovely and simple, with the editor apparently built on <a href="https://econsultancy.com/blog/64762-five-cool-things-you-can-do-with-wordpress">WordPress</a>. They are just text and images, no video, audio etc.</p> <p><img src="https://assets.econsultancy.com/images/0007/1386/IMG_2555.PNG" alt="times weekly paywall" width="300">  <img src="https://assets.econsultancy.com/images/0007/1382/IMG_2556.PNG" alt="times weekly - protected content" width="300"></p> <p><strong>An article from <em>The Times of London Weekly</em> - I took this screenshot from the aforementioned NiemanLabs article, as I couldn't purchase the app content in the UK.</strong></p> <p><img src="https://assets.econsultancy.com/images/0007/1403/article.jpeg" alt="times weekly article" width="300" height="534"></p> <h3>Why I want to subscribe to The Times of London Weekly </h3> <p>I would have liked to subscribe (if only for a few trial months) to this new weekly, international app, for the following reasons:</p> <ul> <li>I like Times journalism a lot more than I used to a decade ago. That's because its paywall seems to have inured it to the effects of the web (namely it doesn't produce as much clickbait as other publishers).</li> <li>The $3.99 per month price of the 'weekly' app is a lot more up my alley than the $8.50 I would need to pay for the full digital subscription (the only one currently available to me).</li> <li>I like the fact that the weekly app contains only the best articles. It would broaden my reading.</li> </ul> <p>Whilst the NYT is busy <a href="https://econsultancy.com/blog/64454-the-new-york-times-on-subscriptions-product-development-and-nyt-now">experimenting with multiple digital products</a> and unbundling subscription packages, The Times is currently cut and dry - paper and digital, or just digital. No option for a funky condensed product.</p> <p>But who am I to argue? The Times became profitable in 2014, and many other newspapers are not.</p> <h3>What's next?</h3> <p>The weekly app is apparently going to include video eventually, and the ability to feature fast running stories more effectively.</p> <p>It's exciting times for The Times; though some would say this sort of content is available for free elsewhere, it's packaged nicely and designed (and written) to appeal to the serious news reader.</p> <p>Perhaps this weekly platform will be used to develop further products, or to update the main Times and Sunday Times app, which is looking a little tired (<a href="https://itunes.apple.com/gb/app/the-times-the-sunday-times/id436792321?mt=8">and getting poor feedback</a>).</p> tag:econsultancy.com,2008:BlogPost/67475 2016-02-03T15:32:17+00:00 2016-02-03T15:32:17+00:00 Why 80% of our B2B content marketing failed Chris Sheen <p>So whether you’re a B2C marketer or B2B marketer like myself, you’re probably under a fair amount of pressure to produce content. </p> <p>Bill Gates famously declared that <em>"Content is King"</em> back in 1996 (yep, 20 years ago!) while more recently, respected marketers like Ann Handley have taught us that the best content is <a title="Ann Handley - Useful, Enjoyable and Inspired" href="http://www.annhandley.com/2015/02/17/50-shades-mediocrity-content-good-just-good-enough/" target="_self"><em>"useful, enjoyable and inspired"</em></a>.</p> <p>They are sentiments I happen to agree with.</p> <p>Which is why I tasked our marketing team with increasing the amount of content we published for our blog ‘<a href="http://www.salecycle.com/abandoned-cart/">The Abandoned Cart</a>’ in 2015.</p> <p>And the team delivered. We went from an average of one piece of new content per week in 2014 to two or three in 2015.</p> <p>While we were high fiving each other feeling like we’d done a great job – <strong>we missed an important question… who cares? </strong></p> <p>The number of new blogs, videos and stories we publish is a great vanity metric for us to point at as a marketing team. And yeah, it looks great on a graph...</p> <p><img src="https://assets.econsultancy.com/images/0007/1342/SaleCycle_Blog_Posts_Per_Month.png" alt="SaleCycle Blogs Per Month" width="550" height="594"></p> <p>...but it misses the point of our blog! Our goal has always been to publish content which:</p> <ul> <li> <strong>Educates</strong> – using our data and experience in our marketplace;</li> <li> <strong>Informs</strong> – through the use of stories and real client examples; </li> <li>and <strong>Engages</strong> – making people smile with our tone and style.</li> </ul> <p>In focusing so much on increasing our content output, <strong>we lost focus on the type of content that delivers on all of those things.</strong> More quantity, yes. But less ‘relevant’ quality. </p> <p>I thought it would be valuable to share the two big lessons we learned from pouring over the data and how we planned to turn it around.</p> <h3>1) Pareto was right. Annoyingly.</h3> <p>It turns out that although we increased our output; a lot of our new content and ideas weren’t resonating with our audience.</p> <p>They simply weren’t clicking or sharing as much as they had in the past. </p> <p>Italian economist Vilfredo Pareto famously said that <a title="Pareto Principle" href="https://en.wikipedia.org/wiki/Pareto_principle" target="_blank">"80% of the effects come from 20% of the causes."</a></p> <p>Applied to our content metrics, where ‘effects’ are page views and ‘causes’ are blog posts, we found that his 120 year old principal still rang pretty true.</p> <p><img src="https://assets.econsultancy.com/images/0007/1344/SaleCycle_Blog_Posts_by_Page_Views.png" alt="SaleCycle Blog Posts | Page Views" width="459" height="497"></p> <p>At the start of 2016, we broke down our last 100 blogs to analyse where our traffic came from. As you can see from the chart above, we found that 10 blogs accounted for over 50% of our blog page views!</p> <p>In fact, the top 20 accounted for 65% of them. Not quite Pareto’s 80 from 20... but not far off.</p> <p>When we consider that there is little difference in the time and effort to put together the blogs in our two most successful quadrants, compared to the ones in the least successful ones, this was a pretty frustrating realisation. </p> <p><em>Note: We did not include blogs posted within the last three months to ensure a fairer assessment of the data. Naturally, a blog posted yesterday is likely to have fewer views than one of equivalent quality posted a year ago.</em></p> <h3>2) People want to learn... just not about your new office</h3> <p>Fresh from the dawning realisation that half our content just wasn’t really working, we dusted ourselves down to look at blogs that were working - those <strong>20 blogs that accounted for 65% of our blog’s overall traffic.</strong></p> <p>We broadly categorise our content into three key areas:</p> <ul> <li> <strong>SaleCycle Academy</strong> (facts, stats and best practice advice);</li> <li> <strong>Ask Our Clients</strong> (client stories and examples);</li> <li>and <strong>Love What You Do</strong> (culture and careers stuff). </li> </ul> <p>What we quickly learned looking at the stats was that our audience enjoys reading and sharing our educational stuff; they like the stories; but the culture stuff is perhaps taking up too much of our time.  </p> <p><img src="https://assets.econsultancy.com/images/0007/1345/SaleCycle_Blog_Posts_by_Category.png" alt="SaleCycle Blog Posts by Category" width="550" height="596"></p> <p>Whilst we love telling people about the culture at SaleCycle <em>(we eat a lot of cake)</em> and about our new office and job openings; the blog probably isn’t the best place for this kind of stuff. </p> <p>It’s made us rethink this approach and look at how we can revamp our careers page to do more for us in this regard; and consider other channels such as social media and even press releases for announcing other company news. </p> <h3>Looking Forward</h3> <p><img src="https://assets.econsultancy.com/images/0007/1346/Content_Marketing_-_Anchorman_Meme_-_Keep_it_Classy.png" alt="Content Marketing - Keep it Classy" width="600" height="509"></p> <p>Most B2B companies can only dream of getting the kind of blog traffic that genuine publishers like Econsultancy gets. </p> <p>For companies like us, it’s important to <strong>focus less on the number of blogs we’re posting and more on the impact of those blogs themselves.</strong></p> <p>Whether that’s traffic (page views), email sign-ups, product demos, upsell/cross-sell or of course acquiring new customers. </p> <p>But that’s something for another blog and another time.</p> tag:econsultancy.com,2008:BlogPost/67457 2016-01-28T14:16:00+00:00 2016-01-28T14:16:00+00:00 Five questions every content marketer needs to answer Jack Simpson <p>If you’re currently planning or re-evaluating your content efforts, you could save yourself a lot of wasted time and effort by answering these five questions first.</p> <h3>1. Why are you doing it?</h3> <p>In marketing or any other fast-moving industry there is a tendency for fear to trump logic. The idea being that if your competitors are doing something then you ought to be too. </p> <p>Nobody wants to be like those poor brands who saw the value in social media five years too late. </p> <p>But content marketing requires an enormous amount of investment – time, effort, money, resource – to do well.</p> <p>So rather than saying brands shouldn’t do it at all I’m simply suggesting it needs to be for the right reasons, i.e. not a vanity project but something your customers actually want or need. </p> <p>But this question is about more than that. What are you actually hoping to achieve as a business by investing in content marketing? </p> <p>We all know the standard answers: brand awareness, building credibility, generating leads, and so on. </p> <p>Those reasons are fine, but you need to work out what you want your specific business to achieve through content marketing because that will ultimately help you determine whether it’s right for your company and, if it is, what your <a href="https://econsultancy.com/training/courses/digital-content-strategy/">content strategy</a> should look like.</p> <p>The vast majority (88%) of B2B marketers <a href="http://contentmarketinginstitute.com/2015/09/b2b-content-marketing-research/">currently use content marketing</a>, yet only 32% have a documented strategy.  </p> <p>Similarly, <a href="http://contentmarketinginstitute.com/2015/10/b2c-content-marketing-research/">76% of B2C marketers report using content marketing</a>, yet only 37% say their strategy is effective.  </p> <p>These stats suggest to me that most brands have no idea what they’re doing when it comes to content marketing, yet they’re ploughing on regardless. </p> <h3>2. Who are your customers?</h3> <p>I’m not talking about their age, location, occupation, etc. If you don’t know that then content is the least of your worries. </p> <p>What makes them tick? Which publications do they subscribe to? What specific articles are they reading? What problems do they face on a day-to-day basis ad which brands are already helping them solve those problems?</p> <p>There are a number of tools you can use to find this kind of information. Here are a few to get you started:  </p> <ul> <li> <a href="http://buzzsumo.com/">Buzzsumo</a> – analyse a competitor’s best-performing content and see trends around specific keywords for all websites in your industry.</li> <li> <a href="https://socialcrawlytics.com/">Social Crawlytics</a> – another research tool that lets you analyse the most popular URLs of specific websites.</li> <li> <a href="https://adwords.google.co.uk/KeywordPlanner">Google Keyword Planner</a> – find out what people in your industry are searching for.</li> <li> <a href="https://www.google.com/trends/">Google Trends</a> – see how different keywords have performed over time.</li> </ul> <p><img src="https://assets.econsultancy.com/images/0007/1856/1KFCTnK.png" alt="google trends" width="650"></p> <p>Or you could collect first-party data and build <a href="https://econsultancy.com/blog/66976-are-your-audience-personas-really-helping-to-inform-your-content-strategy">audience personas</a> to give you a starting point from which to work. </p> <p>Personas made up of first-party data are perhaps the most accurate and effective way to find out about your customers, but also the most time/budget-consuming. </p> <h3>3. What do they want?</h3> <p>Content marketing, contrary to what some misinformed people will tell you, is not the same as advertising. </p> <p>With advertising you are directly prompting somebody to take a specific action, and you pay to put that message in front of a pre-existing audience. </p> <p>That’s not to say you shouldn’t include <a href="https://econsultancy.com/blog/66755-10-brilliant-examples-of-calls-to-action">calls to action</a> within you content, but the theory behind content marketing is that you’re giving your target audience something of value in return for brand awareness, consumer trust, and so on, ultimately culminating in increased sales. </p> <p>Take this blog as an example. Our customers – as in the ones who actually sign up for subscriptions, download reports, buy training – are digital marketers.</p> <p>Because we’re digital marketers ourselves and we know the problems people face in this industry, we can answer those problems through posts like this. </p> <p>The best part is that if you truly understand the challenges people face in your industry and produce posts that help them overcome those challenges, there’s a good chance those posts will become <a href="https://econsultancy.com/blog/66247-14-examples-of-evergreen-content-formats-that-work-wonders">evergreen</a> and show up in the SERPs for years to come.</p> <p>The cost of not really understanding what your customers want from content? Well, they’ll simply ignore you. </p> <h3>4. Which medium?</h3> <p>Almost half (45%) of marketers say <a href="http://www.socialmediaexaminer.com/report/%20">blogging is the most important part of their content strategy</a> and 69% say they plan to increase their use of blogging in 2016. </p> <p>I’ll wager a good percentage of those are doing it because it feels like the right thing to do rather than because they’ve done their homework and discovered that’s how their specific customers want to consume content. </p> <p><a href="https://econsultancy.com/blog/67426-why-the-brands-as-publishers-trend-is-utter-nonsense">Every brand wants to be a publisher these days</a>, and most seem to assume that automatically means editorial content. </p> <p>There are an incredible number of mediums out there now, from imagery to <a href="https://econsultancy.com/blog/67205-five-tips-for-producing-video-content-in-house">video</a> (see below) and even live-streaming.</p> <p><iframe src="https://www.youtube.com/embed/44cQXADHz3o?wmode=transparent" width="640" height="360"></iframe></p> <p><a href="http://blog.hubspot.com/marketing/video-marketing-statistics%20">Video accounts for 50% of all online mobile traffic</a> now, 78% of people watch videos online every week and 55% every day. </p> <p>How-to guides, for example, are often best-served via video. Or at least with plenty of imagery to show visual examples. </p> <p>But what if your target audience prefers reading long-form written guides and doesn't care for visuals? What if they like text but in short, snappy soundbites they can read on the move? </p> <p>The mix of mediums you use should depend entirely on their suitability to your messages and your target audience’s preference. </p> <h3>5. How are you going to measure success?</h3> <p>The fact that content marketing success is difficult to measure is both a blessing and a curse, i.e. it’s hard to either prove or disprove that it’s contributing to the company’s revenue. </p> <p>In Econsultancy’s case we can see how many people come into the blog from Google, social, wherever, click on a link to a report or training course or something similar and make a purchase.</p> <p>So in that sense we can actually get a fairly good idea of how much revenue we’re bringing in, although in reality the path to purchase is rarely that clearly defined.</p> <p><a href="https://econsultancy.com/blog/67443-eight-influencer-marketing-stats-for-fashion-beauty-brands"><img src="https://assets.econsultancy.com/images/0007/1177/Eight_influencer_marketing_stats_for_fashion___beauty_brands___Econsultancy_2016-01-28_10-55-18.png" alt="link to report in blog post" width="652"></a></p> <p>But beyond financial factors there are other things you can measure, and this links back to the first question: why you’re doing it. </p> <p>If you want to grow your social media community, for example, then you might measure social follower growth and engagement over time.</p> <p>If it grows significantly after beginning your content campaign, it’s fair to assume you’ve succeeded. </p> <p>But you cannot answer the question of how to measure success until you have answered the first question in this post.</p> <p>And until you’ve answered the next three your chances of success will be slim to none anyway.  </p> <h3>To recap…</h3> <ul> <li>Why are you doing it?</li> <li>Who are your customers?</li> <li>What do they want?</li> <li>Which medium?</li> <li>How are you going to measure success?</li> </ul> <p>When you’ve answered those five questions, in that order, you’ll know whether content marketing is right for your brand and, if it is, you’ll have a much better idea of how to go about creating a content strategy that will actually produce results. </p> <p><em>If you’ve decided content marketing is right for your brand, check out <a href="https://econsultancy.com/reports/digital-content-strategy-best-practice-guide/">our handy guide on building a digital content strategy</a>. </em></p> <p><em>Or check out our <a href="https://econsultancy.com/blog/64539-introducing-the-periodic-table-of-content-marketing">periodic table of content marketing</a> for some inspiration.</em></p> tag:econsultancy.com,2008:BlogPost/67439 2016-01-26T14:07:00+00:00 2016-01-26T14:07:00+00:00 How creative SEO can deliver big wins for luxury fashion retailers Chris Bishop <p>Neither were they desperately researching which colour would dominate this season and updating their collections accordingly.</p> <p>They were mostly trying to work out how not to break their necks on a Saturday night.</p> <p>But even more surprisingly, this term was searched for equally by men and women.</p> <h3>Why you need to understand search behaviour</h3> <p>Both these strange insights from Google underline one important message.</p> <p>If you want to understand and take advantage of the retail opportunities presented by search, you really have to understand what search is all about.</p> <p>Because, despite the odd quirks of search behaviour – or maybe because of them – there is vast branding and commercial potential here for fashion brands.</p> <p>And now, more than ever, luxury brands that are ignoring search are missing huge revenue opportunities that others are capitalising on.</p> <h3>But what’s the opportunity in search for luxury brands?</h3> <p>With 1 trillion Google searches in 2015, luxury customers are just as likely to Google as everyone else.</p> <p>And luxury customers were <strong>4.7 times more likely to Google ‘Black Friday’</strong> than the average.</p> <p>Add to this the fact that <strong>39% of luxury clothes bought on the internet last year were bought on impulse</strong>, search really <em>does</em> look like the place where the smartest luxury brands would want to be.</p> <p>At a fashion digital conference last week we presented with our client Net-A-Porter on luxury consumer search behaviour and it really demonstrates how crucial ecommerce is for luxury brand health in the years ahead:</p> <h3>Black Friday: what a difference a day makes</h3> <p>Luxury brands really can benefit from the retail ‘holidays’ which have established themselves in recent years.</p> <p>Black Friday and Cyber Monday 2015 marked the highest and second highest sales days on record for Net-A-Porter.</p> <ul> <li>The retailer sold one item every second.</li> <li>Of these, the most expensive item sold online was priced at <strong>$27,307.</strong> </li> <li>While a single Saint Laurent mini-dress was sold for <strong>$14,943.</strong> </li> </ul> <p>This is not loss-leading discounting reluctantly undertaken for fear of losing brand profile.</p> <p>This is a strategic opportunity to engage with high-net-worth individuals and galvanise profitable sales activity at specific points in the calendar.</p> <p>And search plays a crucial part in this.</p> <h3>And what a difference a change makes</h3> <p>Data from fashion brands is pointing to a shift from slow, curated purchasing patterns to fast decision making tipped by arresting content. </p> <p>Once luxury brands understand that price is no longer the key driver behind online luxury brand buying decisions, it becomes much clearer what search barriers are really in the way of increased sales.</p> <p>McKinsey released research demonstrating that returns (75%) and delivery policy (73%) were key factors influencing luxury buying decisions, especially interesting when considering only<strong> 48% were interested in price</strong>.  </p> <h3>Adjusting to a multi-device world</h3> <p>It’s a cliché, but luxury brand customers are cash rich and time poor – the question is how does this translate into search and buying behaviour online?</p> <p><img src="https://openmerchantaccount.com/img2/multidevice.png" alt=""></p> <p>In online luxury retail there is no such thing as a single customer journey anymore, these customers with their demanding lifestyles, constantly switch between devices that are ‘always on’.</p> <p>What’s more, they have the best devices (high spec, tablets, laptops, smartphones) and they expect the experiences they have on them to be equally high spec.</p> <p>Therefore, as one absolute takeaway - don’t ever think in devices (desktop, mobile), think only of the consumer journey.</p> <h3>The beautiful customer experience</h3> <p>Ecommerce is now a multi-device world and brands need to understand the importance of a ‘beautiful customer experience’, meaning a series of seamless, all-encompassing, cross-platform customer journeys that often begin with search and are highly mobile.</p> <p>Every year marketers have been told that this year is the year of mobile and <a href="https://econsultancy.com/blog/67397-ashley-friedlein-s-10-digital-marketing-ecommerce-trends-for-2016/">2016 will be no exception</a>.</p> <p>For luxury mobile is becoming increasingly important to keep up with the demands of the luxury consumer.</p> <p><img src="https://openmerchantaccount.com/img2/catwalkmobilephone.png" alt=""></p> <p>Often we hear about the increase in mobile penetration in a market – however when you consider the affluence of a luxury shopper that becomes even more important.</p> <p>McKinsey suggests that across the world <strong>95% of luxury shoppers have a smartphone</strong>, with <strong>100% penetration in some markets</strong>.</p> <p>Forrester research last year stated most luxury consumers expect retailers to have mobile optimised website or app - however in January 2016 only half do.</p> <p>Luxury customers are everywhere in terms of device and location, and mobile has become key to closing sales.</p> <ul> <li>41% of Net-A-Porter’s customer orders over Thanksgiving were on a mobile device.</li> <li>Nearly half (48%) of its sales in Japan were on mobile.</li> </ul> <p>Customers are not only visiting Net-A-Porter's sites on mobile, but buying items as well.</p> <p>As such there are opportunities to optimise search in specific ways, in specific locations and for specific groups that could make all the difference to traffic and sales.</p> <h3>Gender targeting through Google search</h3> <p>Gender targeting is one of these opportunities. Male luxury customers still often seem to be impulsive and impatient in their purchases as they tend to shop for gifts on mobile devices at the last minute. </p> <p>Males tend to spend more time examining search engine results pages (SERPS) and are <strong>5.4 times more likely than females</strong> to inspect lower ranked results.</p> <p>Therefore, a key opportunity to maximize conversion from search is by reassuring customers on the SERPS that the mobile checkout process will be simple and painless.</p> <h3>Location, location, location?</h3> <p>Location is also significant when selling to these customers, but not necessarily in the ways that you think.</p> <p>The average luxury customers takes <strong>16 trips a year</strong>. So, where these customers are searching is not necessarily where they live.</p> <p>This means brands need to be careful about the kind of delivery offers they’re making based on location.</p> <p>Don’t go offering free delivery in Tokyo when the customer lives in New York.</p> <p>Therefore, when a consumer adds location-based search queries we have to listen to the signal - dig deeper into data, don’t make assumptions and tailor to location.</p> <h3>Social &amp; content converts</h3> <p>Even if they’re not buying, your customers want to talk to you and about you.</p> <p>Working out when to sell to them and when to talk to them is part of the challenge of dealing with customer search.</p> <p>But in reality every search is an opportunity for engagement that may lead to a sale.</p> <p>In fashion it is even more important to have a focus on social, with two-thirds of the target audience generating content on a regular basis and <strong>15% doing that on a daily basis</strong>.</p> <p><img src="https://openmerchantaccount.com/img2/customerswantcontent.png" alt="" width="660" height="390"></p> <p>Social and content is presenting more and more chances to capture the imagination of potential customers and shortening the gap between catwalk and shopping basket.</p> <p>Fashion is throwing open the doors to the public with live streaming and interactive digital tools.</p> <p>Lining up your social, content and search is presenting more and more chances to share amazing content and arrest the attention of a customer base primed and willing to buy into your brand.</p> <h3>Rising to the challenge of search for luxury brands</h3> <p>“<em><strong>How to Walk In Heels</strong></em>” is not a comment on the mundanity of search.</p> <p>Instead it’s an imaginative challenge to agencies and marketers to interpret needs and wants in ways that are thrilling to customers.</p> <p>I hear there’s a trick to walking in heels, but once learned it looks elegant and effortless.</p> <p>Learning the secrets of luxury search is learning to create beautiful experiences, optimised customer journeys that seamlessly capture, build your brand and convert sales in new and exciting ways.</p> <p><em>For more on this topic, read:</em></p> <ul> <li><a href="https://econsultancy.com/blog/66501-how-fashion-brands-are-setting-trends-in-digital/"><em>How fashion brands are setting trends in digital</em></a></li> <li><a href="https://econsultancy.com/blog/64543-20-beautiful-examples-of-web-design-from-high-fashion-brands/"><em>20 beautiful examples of web design from high fashion brands</em></a></li> <li><a href="https://econsultancy.com/reports/fashion-ecommerce-and-content-marketing/"><em>Fashion Ecommerce and Content Marketing Report</em></a></li> </ul> tag:econsultancy.com,2008:TrainingDate/2872 2016-01-14T15:22:16+00:00 2016-01-14T15:22:16+00:00 Content Marketing for Web, Mobile and Social Media <p>For your digital marketing to be effective you 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. As users spend an increasing amount of time on a range of social media channels, brands need to understand where their users are most active and how they can interact and engage with them most effectively. </p> <p>All of this requires careful analysis and planning. The disciplines of content strategy provides the framework for ensuring that your content delivers on these essential requirements across all relevant digital platforms.</p> tag:econsultancy.com,2008:TrainingDate/2826 2016-01-14T14:27:12+00:00 2016-01-14T14:27:12+00:00 Content Marketing for Web, Mobile and Social Media <p>For your digital marketing to be effective you 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. As users spend an increasing amount of time on a range of social media channels, brands need to understand where their users are most active and how they can interact and engage with them most effectively. </p> <p>All of this requires careful analysis and planning. The disciplines of content strategy provides the framework for ensuring that your content delivers on these essential requirements across all relevant digital platforms.</p>