tag:www.econsultancy.com,2008:/topics/video Latest Video content from Econsultancy 2017-11-13T04:11:00+00:00 tag:www.econsultancy.com,2008:TrainingDate/3369 2017-11-13T04:11:00+00:00 2017-11-13T04:11:00+00:00 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, 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:www.econsultancy.com,2008:TrainingDate/3361 2017-11-13T03:34:20+00:00 2017-11-13T03:34:20+00:00 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, 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:www.econsultancy.com,2008:TrainingDate/3357 2017-11-13T03:13:38+00:00 2017-11-13T03:13:38+00:00 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, 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:www.econsultancy.com,2008:BlogPost/69550 2017-11-02T09:48:00+00:00 2017-11-02T09:48:00+00:00 A close up look at Maybelline’s brow-raising success with visual content on social media Nikki Gilliland <p>So what’s behind Maybelline’s <a href="https://www.shareiq.com/blog/cosmetics-brands-glitter-but-who-wins-the-social-media-gold" target="_blank">success on social</a>? Here’s a deep-dive into its strategy, and how it has mastered the art of visual content.</p> <h3>1. Digital influencers become brand ambassadors</h3> <p>While <a href="https://econsultancy.com/blog/69196-11-impressive-influencer-marketing-campaigns" target="_blank">influencer marketing</a> is now commonplace for cosmetics brands, Maybelline has gone one step further by embracing the new trend for using influencers as brand ambassadors.</p> <p>Instead of merely paying them to post content on Instagram, this involves featuring influencers in campaigns on a mainstream scale and across multiple channels. </p> <p>This shows the extent to which influencers have infiltrated the industry, with beauty brands capitalising on the authenticity and credibility of make-up bloggers and vloggers. Alongside this, Maybelline also uses influencers to expand its focus on diversity. Earlier this year, it enlisted Manny Gutierrez (or ‘Manny MUA’) as its first-ever male brand ambassador, capitalising on his 3m Instagram followers and 2.1m YouTube subscribers.</p> <p>To mark the campaign, it released two commercials on its YouTube channel, with each one generating over 8.3m views. </p> <p><iframe src="https://www.youtube.com/embed/PfJD5i3yIdM?wmode=transparent" width="854" height="480"></iframe></p> <p>Similarly, influencer content continually drives engagement on Instagram, with the brand also reaping the benefits of the influencers' large and active audiences. Model Adriana Lima often posts using the hashtag #maybellinegirls, with one post in particular generating 290,000 engagements.</p> <p><img src="https://assets.econsultancy.com/images/0009/0059/Adrian_Lima.JPG" alt="" width="760" height="456"></p> <h3>2. Hyping product-releases</h3> <p>As well as using influencer-driven content for continual engagement, Maybelline also uses visual platforms to create spikes of interest in the lead up to new product releases. </p> <p>It recently launched a new make-up range in collaboration with Gigi Hadid – a partnership that in itself is sure to generate interest. However, with the hashtag #GigixMaybelline, it has cleverly built up anticipation for the launch, with Gigi dedicating the majority of her entire Instagram to it for the month of October.</p> <p><img src="https://assets.econsultancy.com/images/0009/0039/GigiHadid.JPG" alt="" width="550" height="471"></p> <p>Maybelline is particularly focused on making platforms like Instagram a place for interaction and involvement. While the platform can offer a largely passive user experience (with some users simply scrolling rather than ever stopping to like or comment), the brand often asks questions or encourages followers to tag friends in order to prompt real engagement.</p> <h3>3. Creating platform-specific content</h3> <p>With Instagram offering up huge potential for reach, many beauty brands fail to utilise other platforms like Pinterest or Facebook, or if they do, roll out the same or similar content.</p> <p>In contrast, Maybelline takes a channel-specific approach, creating high quality and bespoke content for various different platforms. <a href="https://www.econsultancy.com/blog/69234-six-consumer-brands-with-picture-perfect-pinterest-strategies" target="_blank">On Pinterest</a>, it uses visual content to deliver helpful and informative tips and make-up how-to’s, with its ‘Get the Look’ feature proving popular.</p> <p><img src="https://assets.econsultancy.com/images/0009/0040/Pinterest.JPG" alt="" width="760" height="446"></p> <p>It takes a more entertaining approach elsewhere, creating a challenge-themed series with influencer NikkieTutorials specifically for YouTube. This allows the brand to reach consumers looking for this kind of content online, giving them a reason to subscribe and return.</p> <p><iframe src="https://www.youtube.com/embed/UmdXrjiCfhY?wmode=transparent" width="854" height="480"></iframe></p> <p>Of course, YouTube is another hotbed for influencer engagement, which is why Maybelline previously focused on the platform for its Nudes Palette campaign. It worked with 13 beauty vloggers to roll out content, plus enlisted a number of models to star in a short video made by Vice's fashion culture magazine, i-D.</p> <p>Data from <a href="https://www.thinkwithgoogle.com/marketing-resources/content-marketing/maybelline-new-york-go-nude-youtube-campaign/" target="_blank">Google</a> suggests that the campaign was a success. It resulted in a 2.4x to 2.9x lift in brand awareness, with the initial i-D trailer garnering more than 1.8m views, and an average play-through of 54%. Meanwhile, the 13 YouTube vloggers are said to have accounted for 58% of overall watch time for the entire campaign.</p> <p>Not only does this prove the benefits of visual content in general, but also how a platform-specific approach can yield the best results.</p> <h3>4. Putting consumers centre stage </h3> <p>Finally, Maybelline ensures the cycle of engagement continues by involving its online audience as much as possible, particularly encouraging <a href="https://econsultancy.com/blog/67547-10-excellent-examples-of-user-generated-content-in-marketing-campaigns" target="_blank">user-generated content</a>. One way it does this is by sending out free samples of its products to consumers in order to encourage them to post reviews or product-related content on social media.</p> <p>These consumers do not always have a large online presence, which means they don’t necessarily count as ‘influencers’. Maybelline recognises the power of everyday consumers in this sense, specifically when it comes to promoting the brand to a larger audience. While influencers can promote the glossier, perhaps slightly more high-end aspects of the brand, user-generated content tends to be more authentic, showing others that it can be accessible and affordable for everyone.</p> <p>Maybelline largely creates this type of content via brand-related hashtags, which it also sets up in relation to events and occasions. For example, during New York fashion week and BeautyCon (a festival-type event for brands and beauty fans), it uses #MNYFashionWeek and #MNYBeautyCon – with the now-recognisable formula being repeated by online users. </p> <p><img src="https://assets.econsultancy.com/images/0009/0058/Maybelline_USC.JPG" alt="" width="780" height="368"></p> <p><em><strong>Related reading:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/67839-how-l-oreal-uses-personalisation-to-increase-brand-loyalty" target="_blank">How L’Oreal uses personalisation to increase brand loyalty</a></em></li> <li><em><a href="https://econsultancy.com/blog/69241-three-reasons-to-admire-glossier-the-best-online-beauty-brand-you-ve-never-heard-of" target="_blank">Three reasons to admire Glossier: The best online beauty brand you've never heard of</a></em></li> </ul> tag:www.econsultancy.com,2008:TrainingDate/3314 2017-10-26T13:57:01+01:00 2017-10-26T13:57:01+01:00 Online Copywriting - Advanced <p>Tone of voice, concision &amp; psychology – those are our main topics in this in-depth sequel to our bestselling <a href="https://econsultancy.com/training/courses/online-copywriting/" target="_blank">‘Online Copywriting’ course. </a></p> tag:www.econsultancy.com,2008:TrainingDate/3312 2017-10-26T13:55:16+01:00 2017-10-26T13:55:16+01:00 Online Copywriting <p>Boost your online copy’s effectiveness (across all types of device) with our practical and hands-on training course.  </p> <p>Our best-selling ‘online copywriting’ course includes lots of hands-on exercises to help you communicate, persuade and sell more effectively.  We’ll show you copywriting techniques that can boost your web pages’ performance by over 100%.</p> <p style="vertical-align: baseline; background-image: initial; background-attachment: initial; background-size: initial; background-origin: initial; background-clip: initial; background-position: initial; background-repeat: initial;">No laptop is required.  For convenience, all exercises will be paper-based.</p> tag:www.econsultancy.com,2008:TrainingDate/3257 2017-10-26T11:54:23+01:00 2017-10-26T11:54:23+01:00 Content Strategy, Editorial Planning & Content Calendars <p>Great content sells – it will build your brand and boost your business.  Our 1-day Content Strategy, Editorial Planning &amp; Content Calendars training course will help you to define and produce the content that will help your organisation succeed!</p> <p>On the day, you’ll learn about our unique 7-step process and  get our exclusive templates for: Strategy Statements, Content Audits, Content Requests, Content Briefs and Content Calendars!</p> tag:www.econsultancy.com,2008:TrainingDate/3254 2017-10-26T11:51:01+01:00 2017-10-26T11:51:01+01:00 Content Marketing for Web, Mobile and Social <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:www.econsultancy.com,2008:BlogPost/69525 2017-10-24T14:30:00+01:00 2017-10-24T14:30:00+01:00 Why NASA and other brands are tapping into the gaming industry Nikki Gilliland <p>Alongside a rise in adults over 30 playing video games, children remain highly engaged in this world. In a recent survey, the ESA found that 67% of parents play video games with their child at least once a week, and 71% of parents say that video games have a positive influence on their child’s life.</p> <p>Together, these statistics form the motivation for a new educational marketing effort by NASA, designed to promote the subject of space exploration to a younger and specifically female audience via games.</p> <p>So, what exactly has NASA been doing and why? Here’s more on the story, as well as why the influential gaming consumer is becoming a big target for brands.</p> <h3>Promoting NASA missions</h3> <p>NASA has partnered with developers <a href="https://www.gameeapp.com/">Gamee</a> to create its own series of space-related games, which is part of a broader educational initiative to inspire young people in the fields of science, technology, maths, and engineering.</p> <p>Its first game, Mars Rover, was created to commemorate the fourth anniversary of Curiosity landing on Mars.</p> <p>Essentially, it allows users to drive the Curiosity Rover themselves, using radar to search for underground water. The game itself is rather basic in terms of design and graphics. However, the premise (to mimic the gravity and movement of the rover on Mars) effectively introduces users to what happens during a space mission – which is bound to pique the interest of young space fans.</p> <p><a href="https://itunes.apple.com/app/id945638210" target="_blank"><img src="https://assets.econsultancy.com/images/0008/9858/Mars_Rover.JPG" alt="" width="780" height="479"></a></p> <p>According to data, Mars Rover has generated 50m gameplays by 16m people since its launch – which in space terms apparently equates to 112 years of game time, travelling 3,787,879 miles in a Mars Rover, and driving around the real Mars 157 times.</p> <p>So, if we are to consider how many people have played the game, it seems that space exploration is an appealing theme for young gamers, and perhaps a growing area of interest in general. Conveniently then, its release has been well-timed by NASA to build excitement about Curiosity’s successor, which is set to launch in 2020. </p> <p>On the back of the success of Mars Rover, NASA has since released two more games – Space Traveller and Voyager. The latter is a simulation puzzle game that takes players on a journey through space, allowing them to scan planets and moons and the like, while exploring the far-reaching limits of the Solar System. There are extra <a href="https://econsultancy.com/blog/68974-four-examples-of-brands-using-educational-content-marketing" target="_blank">educational elements</a> to this game in particular, such as facts and further information about the mission with each passing level. As well as creating greater levels of engagement during the game, this is also effective for deepening the player's learning about the topic.</p> <h3>Using social elements to spread the word</h3> <p>Another element (and one which has helped to ramp up reach) is that the games encourage social sharing. Through the Gamee app, users can play against their friends, share scores, as well as promote their activity via their personal social media accounts.</p> <p>This kind of <a href="https://econsultancy.com/blog/66569-five-ways-to-use-social-proof-online" target="_blank">social proof</a> is bound to boost any marketing campaign, but with research suggesting that gamers are one of the most influential types of consumer, it’s all the more pertinent.</p> <p>Why? Well, <a href="https://www.thinkwithgoogle.com/consumer-insights/why-gamers-should-be-part-your-audience-strategy/">according to Google</a>, gamers are particularly active when it comes to giving recommendations to friends and family as well as leaving reviews online. In a survey, 87% of people who have recently bought a consumer electronics product or service say they typically recommend what they've bought to people they know. Meanwhile, 69% of those are very likely to rate and review their purchase online.</p> <p>So, with gamers more likely to share and influence others, it’s unsurprising that NASA has targeted this specific demographic. Even if younger users might be less inclined to share on social, older users and parents are perhaps still likely to do so.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fgameeapp%2Fvideos%2F1504240299670505%2F&amp;show_text=0&amp;width=284" width="284" height="476"></iframe></p> <h3>Opportunities from new tecnhnology</h3> <p>One reason for the steady growth of the gaming industry has of course been new technology, with virtual reality the latest opportunity for brands and gamers alike.</p> <p>Alongside its games for kids, NASA has also moved into the world of VR with ‘Access Mars’ - a tool that allows users to take a virtual tour of the Red Planet. Created in collaboration with Google, it enables users to visit different locations along Curiosity Rover’s route on Mars, using real 360 degree imagery from its mission.</p> <p><iframe src="https://www.youtube.com/embed/0DvF5J6Evx4?wmode=transparent" width="835" height="470"></iframe></p> <p>The tour is said to be particularly helpful for geologists, who will be able to gain a better understanding of Curiosity’s data via the immersive experience. However, it’s also bound to be an exciting prospect for space enthusiasts, or those who have previously enjoyed NASA’s educational or gaming content.</p> <h3>Other brands targeting gamers</h3> <p>NASA is not the only company to use gaming as a marketing tool. Fashion retailer, Berksha, has also used the medium to target a young audience, basing its games around seasonal and themed events like school and Halloween.</p> <p>Unlike NASA, which involves more educational elements, this example is more sales-driven. In order to encourage participation, the retailer launched a competition element in conjunction with the game, rewarding top performers with vouchers for its new fashion collection. </p> <p><img src="https://assets.econsultancy.com/images/0008/9852/IMG_6218.PNG" alt="" width="400"></p> <p>Similarly, Fanta released a game for young consumers, which tapped into the popularity of social influencers on YouTube. Young gamers got the opportunity to play the game during a recent YouTube fan festival, and even play against famous YouTubers appearing at the event. This resulted in 20,000 engagements in a single day, and 1.5m gameplays in total.</p> <p><img src="https://assets.econsultancy.com/images/0008/9853/IMG_6219.PNG" alt="" width="400"></p> <h3>Advertising potential</h3> <p>Speaking of YouTube, another reason brands are keen to get involved in gaming is because of the video platform’s highly engaged gaming audience – where simply watching games is now just as popular as playing them. </p> <p>According to Newzoo, 470m gamers watch online gaming content on a regular basis, a statistic that presents huge potential for brands and advertisers. So, alongside verticals like beauty, cooking, and sports, brands are now heavily sponsoring this type of content – as well as the creators and influencers that are making it.</p> <p>Meanwhile, with this consumer said to consider buying premium products more than the general online population, it’s clear that gaming is far more than just a passive teenage pastime. </p> <p><strong><em>Related reading:</em></strong></p> <ul> <li><em><a href="https://econsultancy.com/blog/65049-10-stellar-examples-of-nasa-s-social-media-strategy/" target="_blank">10 stellar examples of NASA’s social media strategy</a></em></li> <li><em><a href="https://econsultancy.com/blog/6302-q-a-nasa-s-stephanie-schierholz" target="_blank">Q&amp;A: NASA's Stephanie Schierholz on navigating the frontiers of social media</a></em></li> </ul> tag:www.econsultancy.com,2008:BlogPost/69499 2017-10-18T10:00:00+01:00 2017-10-18T10:00:00+01:00 Four lessons retailers can learn from Ted Baker’s international growth Nikki Gilliland <p>So, what’s behind Ted Baker’s recent success? Here’s a few reasons why I think it’s succeeding in today’s increasingly competitive fashion retail market, and what we can learn from its example.</p> <h3>Distinct brand DNA</h3> <p>Ted Baker sets itself apart from other fashion retailers with a distinct brand identity. This is characterised by ‘Ted’ himself, who is a personification of the brand’s quirky and decidedly British image. </p> <p>The brand’s founder, Ray Kelvin, has previously been described as the ‘closest man to Ted’. He says that it is “an individual and quirky viewpoint on fashion which keeps the customer coming back for more”, and it is the brand’s distinctly British sense of humour that is a big part of this.</p> <p>Ted Baker now has 36 standalone shops, 237 concessions and 14 outlets in countries across the word, capitalising on its British heritage to appeal to international consumers. Alongside this, it also focuses on a dedication to quality (in terms of both its product and customer service) and a real attention to detail. </p> <p>The latter is particularly evident in its retail stores, with each one being entirely unique in design. Its stores also serve as an opportunity for the retailer to reflect its whimsical personality. Examples of this include its Bluewater store including its own fictional village called ‘Tedbury’, as well as its London-themed Tokyo outlet, which is complete with a booth made to look like a black cab.</p> <p>Altogether, it has managed to create a brand identity that is both fun and highly recognisable to consumers across the globe.</p> <p><img src="https://assets.econsultancy.com/images/0008/9611/TB_Tokyo.JPG" alt="" width="580" height="326"></p> <h3>Experiential and innovative retail</h3> <p>Ted Baker was one of the first fashion brands to launch an experiential retail concept. Its line of Grooming Rooms, which first opened in 2010, offers customers the opportunity to enjoy a traditional Turkish barber experience (which ‘Ted’ apparently discovered during his travels).</p> <p>It offers haircuts and shaves and even brow threading – drawing in customers who are fans of Ted Baker’s dapper and perfectly groomed image. Some Grooming Rooms are standalone, yet others are placed inside larger Ted stores to entice shoppers to linger.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Hold fast with the new Hair Mud from <a href="https://twitter.com/Teds_Grooming?ref_src=twsrc%5Etfw">@Teds_Grooming</a>, formulated to give matte definition without the weight: <a href="https://t.co/fHFJXN9b8f">https://t.co/fHFJXN9b8f</a> <a href="https://t.co/kNKvYCerAt">pic.twitter.com/kNKvYCerAt</a></p> — Ted Baker (@ted_baker) <a href="https://twitter.com/ted_baker/status/915275385079771136?ref_src=twsrc%5Etfw">October 3, 2017</a> </blockquote> <p>On the back of this demand for the brand, Ted Baker has also expanded its product offering, stretching to bath and body products, spectacles, and even a range of bicycles in collaboration with bike retailer Quella.</p> <p>This has meant that Ted Baker is transforming into much more of a lifestyle brand than just a straight-forward fashion brand – which is a clear advantage over competitors like Paul Smith and French Connection. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">We're all wheels: shop Ted bikes with <a href="https://twitter.com/QuellaBicycle?ref_src=twsrc%5Etfw">@QuellaBicycle</a>. <a href="https://t.co/cxgpJLwohw">pic.twitter.com/cxgpJLwohw</a></p> — Ted Baker (@ted_baker) <a href="https://twitter.com/ted_baker/status/914759479782146048?ref_src=twsrc%5Etfw">October 2, 2017</a> </blockquote> <p>Elsewhere, Ted Baker uses digital technology to dazzle in-store customers. For its Spring 2017 campaign, it installed an interactive window displays in its flagship Regent Street store.</p> <p>The display, which involved passers by placing their hands on the window and peering through, was effective for piquing consumer interest. It also gave them the chance to enter a prize draw if they got involved, which was a great way to forge long-term connections.</p> <h3>Strong logistics</h3> <p>While the aforementioned activity is bound to delight customers, Ted Baker’s recent success can also be put down to heavy investment in infrastructure. It has recently opened a brand new distribution centre based in Derby, which acts as the main base for all of Ted Baker’s retail, wholesale and ecommerce operations across Europe. It also allows Ted Baker to fulfil the increasingly demanding expectations of consumers, such as next-day delivery and <a href="https://econsultancy.com/blog/68739-how-has-click-collect-evolved-and-is-it-still-in-high-demand/">click and collect</a>. </p> <p>This approach has also led to steady but strong international expansion, with the brand leading with concessions in markets like Vietnam and South Africa to build desire for its product – and building further standalone stores in China and the US.</p> <p>With a 43.8% rise in ecommerce sales, its investment has clearly paid off.</p> <p><img src="https://assets.econsultancy.com/images/0008/9639/TB_China.JPG" alt="" width="630" height="351"></p> <h3>Non-traditional marketing</h3> <p>Ted Baker has famously avoided traditional advertising, mainly focusing on digital and social channels. <a href="https://econsultancy.com/blog/69094-five-examples-of-brands-using-interactive-video" target="_blank">Video</a> has been a huge area of focus, with the brand clearly paying attention to the prediction that 79% of all internet traffic will come from video by 2020.</p> <p>In 2016, it released a <a href="https://econsultancy.com/blog/66625-shoppable-video-the-missing-piece-of-your-marketing-strategy/" target="_blank">shoppable video</a> directed by Guy Ritchie – essentially a mini-film that allowed viewers to click and save items featured. For its <a href="https://econsultancy.com/blog/68900-ted-baker-uses-360-video-and-instagram-stories-for-new-ss17-campaign" target="_blank">follow-up campaign</a>, ‘Keeping Up with the Bakers’, the brand launched a 360-degree shoppable film, allowing users to become further immersed in the world of Ted. </p> <p>This demonstrates how eager the brand is to innovate, with each campaign introducing new elements to surprise and delight consumers. According to research, 360-degree video increases engagement (and therefore sales) as people are said to feel greater affinity with things that they can control. Combining this with shoppable content means that consumers are even more likely to take action. </p> <p><iframe src="https://www.youtube.com/embed/ZSSfIlQnZb8?wmode=transparent" width="656" height="367"></iframe></p> <p>Meanwhile, Ted Baker uses social to further increase engagement around its campaigns, particularly focusing on Instagram for its large reach.</p> <p>It released its ‘Keeping Up with the Bakers’ sitcom on Instagram Stories, building anticipation in the run up to each episode, and giving viewers incentives to view each episode with daily challenges.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">UFO sightings have been confirmed on Tailor’s Lane. Head to Instagram Stories to find out the classified information <a href="https://t.co/auSCp3J3s1">https://t.co/auSCp3J3s1</a> <a href="https://t.co/px7PpjCmQl">pic.twitter.com/px7PpjCmQl</a></p> — Ted Baker (@ted_baker) <a href="https://twitter.com/ted_baker/status/841725624293117952?ref_src=twsrc%5Etfw">March 14, 2017</a> </blockquote> <h3>Key takeaways</h3> <p>So, what can we learn from Ted Baker’s approach to retail? Here are few key points to remember.</p> <p><strong>1. Define your DNA.</strong> Ted Baker has created a memorable brand image based on its quirky and British sense of humour. This allows the brand to differentiate itself from the competition, and engage consumers on a deeper level.</p> <p><strong>2. Constantly innovate.</strong> With a strong brand (and product) as its backbone, Ted Baker is unafraid to improve and innovate in other areas such as in-store technology. Again, this makes it stand out in a competitive retail market, as well as delivering a memorable customer experience.</p> <p><strong>3. Focus on logistics</strong>. While engaging customers is important, Ted Baker ensures it is able to deliver top quality service with heavy focus and investment on logistics. Factors like fast delivery and easy returns, as well as large and new amount of products helps to satisfy customer demand.</p> <p><strong>4. Refresh your content</strong>. Lastly, Ted Baker shows how an innovative and creative approach to marketing can pay off. With a focus on video – experimenting with 360 and shoppable content – it constantly surprises and delights consumers, helping to increase long-term loyalty to the brand.</p> <p><strong><em>Related reading:</em></strong></p> <ul> <li><em><a href="https://econsultancy.com/blog/69037-four-digital-commerce-lessons-from-fashion-retailer-bonobos" target="_blank">Four digital commerce lessons from fashion retailer Bonobos</a></em></li> <li><em><a href="https://www.econsultancy.com/blog/69334-lessons-in-brand-building-from-deliciously-ella" target="_blank">Lessons in brand building from Deliciously Ella</a></em></li> </ul>