Videos are shared 12 times more than links and text posts combined; photos are liked two times more than text updates. And according to a piece of research by ROI Research 44% of people are more likely to engage with brands when they post pictures online. The rise and rise of digital engagement through the smartphone and tablet devices – both of which are natural easels for displaying images and video, and inherently encouraging social sharing – visuals will increasingly become the centrepiece of online marketing. Continue reading
While wandering round my local branch of Evans cycles this morning, trying to figure out the best way to stay dry on the morning cycle commute this winter, I witnessed an apparently growing trend in retail consumers first hand; ‘Showrooming’. Instead of the usual meander around between the stands looking slightly bemused until eventually being begrudgingly assisted by someone or other (actually, to be fair, the guys in Evans are usually pretty on it but you get the idea), I saw some of my fellow shoppers scanning QR codes attached to bikes and discovering things for themselves. Continue reading
In the old days, there were two main types of TV advertising: brand and response. ‘Response’ campaigns set out single-mindedly to get you to call a number and typically took place during the week, in the daytime, in lower interest programmes and on smaller channels. It was all about efficient cost per response and acquisition. Brand campaigns were about creating long-term fame for the brand, reaching mass audiences and staying in their minds. Continue reading
3. Cameras and motion sensors
Another opportunity for touchless interaction is by using imaging sensors such as a camera to interpret the world around the device. If a device can ‘see’, then it can offer new modes of interaction, such as physical gestures, motion tracking and facial recognition. Continue reading
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It seems like just the other day we were discussing the move away from the mouse to the touchscreen, but such is the current pace of technological change and innovation, that now the talk is of a ‘post touchscreen’ world. New technologies are pushing the boundaries of what is possible without touching or clicking an interface – this gives us the opportunity to create more natural-feeling interactions than ever before, in scenarios that wouldn’t have previously been possible. Continue reading
If you’ve got a tablet or smartphone the chances are you’ve downloaded the various live streaming and VoD apps to get your TV fix on the go. More sophisticated apps will even let you get involved with your favourite show, like this year’s X Factor app where you get the chance to be the fifth judge, if you’re that way inclined. Call it schadenfreude, but I prefer to follow the outrageously rude Tweets. However, this still takes place as an add-on to the show, so you’re not really interacting directly with the show. Continue reading
‘Shoot the Show’ is a fantastic example of the next stage of social integration within a business. With this, Topshop moved beyond blogging, tweeting and liking. They understand that their audience, their customers, the fashion industry and the media are intrinsically linked in a symbiotic relationship of entertainment, opinion, gossip and trend which ultimately drive the sales and reputation of the brand. The genius of this campaign is that while joining in on a live fashion show, you can also shop the look on every platform and device hence enabling Topshop to measure the effectiveness and ROI in actual sales as well as traditional social measures. This is the future for social media and other brands need to beware. Know your customers, their influencers, your relationships and use this knowledge to harness the impact of social on your brand in measurable sales.
Ultimately, retailers who are able to turn social channels into profit generators will be a step ahead of their competitors. For many organisations, the justification for spend on social media is still because the Board feel they ought to do it, because their competitors are there or because their ad agency has a great creative idea. The smart marketers are using this period of grace to test the boundaries of social integration but also to measure and learn.
Facebook, with their launch of Facebook Gifts, understand the increasing need to monetise and measure and that as a platform they will need to aid marketers in this. For the consumer it means we need never forget a birthday and will always find the perfect gift; for the marketer we can target the gifts we offer based on ever more sophisticated modelling and behaviour and can directly measure the impact on sales.
The immediate future for social integration looks more exciting than ever. Innovation and creativity continue to stretch the boundaries almost daily but increasingly organisations, agencies and the platforms are realising that we need to be able to measure the actual impact on sales. Topshop have found a compelling way to do this here but it is only the start of a growing measurement trend in social.
As a representative of the DMA Email Marketing Council (EMC), I would like to present three highlight discussions by our Council members this month surrounding a range of hot topics that has affected the Email Marketing Industry.
Firstly, Tim Watson (Zettasphere) investigates the methods in which LinkedIn is driving membership upgrade conversions via the email marketing strategy.
Secondly, Tink Taylor (DotDigital Group) examines the smartphone device as it is becoming the most ubiquitous medium through which today’s consumers consume their emails. Tink also discusses ways that marketers should implement when constructing emails and the reasons to do so due to the nature of the smartphone.
Lastly, Skip Fidura (DotDigital Group) explores the DMA Email Marketing Council’s recent collaboration with the Internet Advertising Bureau (IAB)regarding the guidance document, ‘Open Tracking and the New Cookie Law’. With the Information Commissioner’s Office (ICO) now having the power to fine companies up to £500,000 for breaches of the cookie law, this is a topic that is sure to rumble on as the EMC keeps a close watch.