An argument for not reporting results in marketing: if you find yourself in times of crisis having to report frequently, try reporting on actions rather than numbers.
Report on the things you did rather than the traffic you achieved.
Here is my argument for not reporting results in marketing...
Happy Thanksgiving! Happy Hanukkah! Happy Thanksgivukkah! Uh... Happy Black Friday!?
Even with that opening salvo of well-wishing I feel like I'm still missing people. Hey, Happy ruddy Friday everyone!
Sit back, relax, pop on your work headphones (you're not sat on the back of a bus after all), and take a look at these 16 brilliant new Vines from brands, all collected during November 2013. Plus there's a Thanksgiving bonus at the end.
Then if that's not enough, check out October's 10 best new examples of branded Vines when you're done.
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.
Product and service development is all about risk. We take on a range of market, design and technical risks in order to gain rewards – new products, better conversion rates, increased market share, improved margins, etc.
Sometimes, however, the risks win. Projects fail for a whole host of reasons: our aspirations run ahead of the technology; we fail to find a commercially feasible solution to design challenges; our competition beats us to the punch. The list is almost endless.
And too many items on that list are entirely manageable. Poor internal communication. Ill-defined scope. Failure to engage key stakeholders. Unrealistic estimates. The project management literature has been calling out such risks for decades.
We know how to solve these problems. We just don’t do it.
That’s the real failure on many of our projects: we fail to see and manage the basic stuff.
The weeks running up to Christmas Day are some of the busiest of the year for retailers, counting for a huge proportion of total annual sales.
This year, however, the US is expected to see a slight downturn in spending per family during the holiday season due to lingering uncertainty after the recent government shutdown.
On average, shoppers will spend $737.95 on presents, decorations and food for the festive season, which is about 2% less than 2012 according to the National Retail Federation.
With this year’s festive season presenting retailers with a bit of a challenge, it is also providing them a great opportunity to build real and lasting brand value and to win over such a precious customer base.
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.
As a small business owner you're in a great position to start exploiting social media for all its worth, adding much sought after personalisation and relevance at an integral stage of your development.
Although social media can be a fairly time consuming practice depending on how many platforms you choose to use, it's also the key way for a small business to develop awareness, raise its profile, gauge its market and interact with existing and future customers.
As the UK is celebrating its first Small Business Saturday on 7th December 2013, here is the second in a series of posts that takes a look at each individual social media platform in turn (last week we looked at Twitter for small businesses) and highlights how you can achieve the best from each one.
This week: Pinterest.
A couple of weeks ago, Centaur Media plc, owner of Econsultancy and Marketing Week among other things, appointed Andria Vidler as the new CEO.
Andria’s previous roles include chief executive of EMI Music UK & Ireland and MD of Magic Radio and Capital Radio. So plenty of general management and leadership experience.
But she has also been Marketing and Business Development Director at BBC Sport, CMO at Bauer Media, and is a Council Member for the Marketing Group of Great Britain. So a marketer who has become CEO.
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.