Yesterday I was invited to the UK launch of a new personalised video platform, created by Dutch company Rednun.
Rednun claims that if you want the biggest impact possible for the maximum number of people, you can’t do it by producing just one video and uploading it on a shared video platform. You need to personally tailor each video for every individual viewer.
The user provides their personal information to a company, the company provides that database of customer information to a production company. The production company creates a video specifically for every customer, providing maximum relevance and complete personalisation.
Rednun claims the rewards are higher conversion rates, brand loyalty, visibility and engagement rates.
I'm naturally skeptical of most things, especially in terms of the technology needed to achieve mass personalisation and the above goals promised by the company, so here's a rundown of the presentation with a few of my own thoughts peppered throughout for balance.
Research has identified that just over 1% of an ecommerce site’s users contribute 40% of its revenue.
By analysing 950m page views from more than 123m website visits, the research found that whilst this 1.06% of total visitors generate four tenths of a site’s income, there are a further 20% of site visitors who will visit regularly, but never make a purchase.
So what are the traits of these very different consumers and how can you use this information to convince them to shop more, not less?
UK based online fashion store Fallen Hero recently launched a new responsive website and has experienced a 143% rise in revenue on tablets alone.
We humble lot at Econsultancy have been trumpeting responsive design as the key way for ecommerce to capture the fast increasing mobile and tablet owning market for a while now, and many brands are reaping the rewards already.
Let’s take a deeper look at one of the newest additions to the responsive design club, and then see if the rest of the stats back up our claims.
Pinterest seems like it should be one of the great social media success stories of recent years.
It’s got 70m users, 80% of whom are female and 35% of which use Pinterest on their mobiles.
A demographic skewed towards women with decent incomes: an advertiser’s dream...surely…?
New research shows that one-in-five (19%) multichannel sales now comes from click-and-collect, up from 13% in the same period in 2012.
The figures are taken from sales data in Q3 2013 and show the importance of offering a click-and-collect service in the run up to Christmas.
Halfords and Argos have already proven the impact that the service can have on online sales, so it’s no wonder that small retailers also want to get in on the act.
A new service called StreetHub aims to make this possible in north London by creating ‘click-and-collect network of local boutiques with the best of design and fashion’.
Last year, Coca-Cola launched the Journey website as its own media outlet, using an editorial, image-heavy format.
Fuelled by the brand's Content 2020 plan, the redesign was described as 'the most ambitious rethink of Coca-Cola’s web properties' since it launched the first website in 1995.
The company has gone from being declared 'creatively bankrupt' by a chief exec in 2004 to being named Creative Marketer of the Year at Cannes in 2013.
The consumer shift towards mobile devices means that businesses should have a strategy in place to optimise their email marketing for smaller screens.
It’s not uncommon for businesses to find that up to 50% of their email messages are opened on mobile devices, however a recent Econsultancy report found that a large number of companies do not have a mobile email strategy in place, with 32% reporting this as ‘non-existent’ and 39% saying their strategy was ‘basic’.
One option for dealing with mobile email is responsive design, which uses one set of code that renders an email differently when viewed on a desktop, tablet or smartphone.
This means that the user experience is optimised regardless of where the recipient decides to open the email.
We're in the midst of a great migration to portable devices and the opportunity for marketers is immense.
It will be much tougher to cultivate a relationship with users than it was on the web, but if handled properly we’ll find the perfect balance between the ultimate user experience and advertisers’ agenda.
One thing marketers can all agree on: advertising makes the digital world go 'round. What's less a settled matter is how, exactly.
As we approach the end of the penultimate month of 2013 it’s time to round up some of the most interesting and noteworthy social campaigns we’ve seen in the past 30 days or so.
This time it includes efforts from MTV, Red Bull, Manchester City, Sony and ASOS.
If you’ve spotted any other decent social campaigns in November please flag them up in the comments...
21% of the global population will be using mobile apps by the end of the year. Your company may need an app too, but should you build your app for iPad, iPhone or Android?
One and a half billion people will be using mobile apps by the end of the 2013, equivalent to 21% of the global population.
Of course, mobile-optimised websites are clearly vital to communicate with your audience, with the balance now tipping in favour of responsive website design, but there’s still a strong case to be made for providing one or more apps as well.
But assuming you’re ready to commit, should you go for an iPad, iPhone or Android app?