Thanksgiving is traditionally a time for spending time with the family, eating too much and frantically shopping for bargains online.
A recent Nielsen survey found that almost half (46%) of US shoppers plan to shop online on Black Friday while Adobe has predicted that ecommerce sales will total £1.6bn as people log on for bargains the day after Thanksgiving.
This is on top of the online shopping that will be done on Thanksgiving itself, which is predicted is reach $1.1bn.
Unsurprisingly ecommerce sites have already begun promoting Black Friday deals to try and keep up with the competition and capture those holiday dollars.
With that in mind, here’s a look at how six major retailers are marketing Black Friday deals on their homepages...
The techniques of content or the bigger genre of online marketing are not new, they’re just digitized. If you start looking seriously for the origins of digital marketing, you'll ultimately land in 300BCE.
At its heart, digital marketing is persuasion. And if we’re talking about the basics of how to persuade, we should start with Aristotle.
Aristotle, the Greek philosopher and father of rhetoric, set the gold standard for persuasion. All digital marketing is a shadowy form (Hahaha! Philosophy joke. Anybody?) of his original tenets.
You could say that the basic principles of digital marketing are just ancient Greek wisdom dressed up in plaid (that’s what we digital marketers stereotypically wear in the States, at least).
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.
You have a website, or perhaps you have multiple websites, and you want to ensure that conversion in markets outside of UK and US is as high as possible.
In this case, especially for markets in the Middle East and Asia, it pays to know how a country’s culture will impact interaction with your content.
Joe Doveton, Director of Conversion Services at Globalmaxer delivered a fascinating talk at last week’s IDF, run by Oban Multilingual. Here are some of my practical takeaways.
Whatever market you are approaching, make sure you have considered how these eight factors play.
If you’re interested to learn more about international digital marketing, check out Econsultancy’s training courses.
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.
2013 will be the biggest online Christmas shopping year in history, many expecting the £10bn mark to be passed.
With the opportunity inherent, companies face challenges, from shipping to staffing.
But during and after the sales are made, customer service becomes one of the main headaches for companies. If an omnichannel strategy is missing, cue disappointed and increasingly vocal customers.
The customer service expectations of consumers in the UK and beyond has been revealed by Zendesk in a study polling 7,000 people in seven countries. The participants were aged 18-64, with 1,000 surveyed in each of the U.K, U.S., Australia, Brazil, France, Germany and Japan.
The data suggest that British customers demand the highest-levels of customer service in Europe. The data also reveal much about preferred communication channels and what good customer service can do for a brand.
Supermarket giant Tesco was recently the victim of a viral blog that highlighted the laughably poor standards of cleanliness and service on offer at one of its London stores.
The Tumblr entitled ‘The very worst Tesco’ includes images from the Haggerston store in east London that show empty shelves, piles of boxes blocking aisles and a video of an alarm going off throughout the night.
Tesco chairman Sir Richard Broadbent said in an interview with The Sunday Times that his company had taken action to clean up the store in reaction to the Tumblr and that it was vital for the retailer to provide an excellent in-store experience for customers.
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?