Are marketing and digital having a greater influence on coroprate strategy and its execution?
There can be little doubt that digital leaders within organisations are increasingly finding themselves charged with driving organisational transformation, growth and the development of capability, and are spending more time than ever working with the main boards of their businesses.
So what are the main barriers to securing the backing of senior staff for digital investment and initiatives, and what are the best practices for ensuring not only one-off approval but ongoing support from the C-Suite?
The results of Econsultancy's new research into Securing Board Buy-in reveal both some key challenges but also some smart strategies for success.
40% of the 1,000 most shared Instagram videos (Instavids) last month came from brands.
The 15 second long Instavid format has only been around for a few months, but is already giving Vine a run for its six second-long money. We've discussed the respective benefits of each in this provocatively titled article Fight Club! Instagram vs. Vine.
It seems that brands have been quick to utilise this longer form media. The 150m incumbent Instagram users are clearly a major draw, as opposed to the still not inconsiderable 40m users on Vine, although it should be noted that Vine picked up all those users in just nine months.
It has often been said in filmic terms that if a story can't be told in 90 minutes than it's not worth telling. Try telling that to The Godfather.
However this certainly rings true on some level, especially in advertising where you're engaging with a customer or selling a product rather than telling a sprawling, expansive story of gun violence and enemy disposal.
Who does benefit from the longer format? For a customer it's good to keep things brief, nobody needs to sit through another colossal Thomson marathon, but conversely six second Vines may seem too short for the purpose.
Six seconds may be the prime length for our fleeting attention spans, but for marketing, this truncated length can be too much of a handicap to get a brand message across.
Perhaps, for this reason, the 15 second Instagram video is a far more effective method and may explain why there was a dip in Vine usage during its launch period. Let’s investigate…
Amazon has overtaken Topshop to become the most popular retailer on Facebook, according to a new report from eDigitalResearch.
I’ll obviously lay down the usual caveat at the start – success on social isn’t just down to the size of your fan base. In fact we recently blogged about the dangers of measuring social based on fan counts alone.
But that doesn’t mean it’s not interesting to look at which brands are the most popular across various social networks.
This time last year I looked at the mobile sites for the UK’s top 20 retailers to see which offered the best checkout process.
I found that there were a number of common flaws, such as forced registration, but in general the standard was quite high.
However I was also surprised to see that eight of the retailers were still relying on desktop sites.
As 12 months has now passed I thought it would be interesting to see whether the situation had changed at all and find out which retailers have made an effort to upgrade their sites.
Just what exactly, in plain English, is digital transformation? Which companies have already undergone it, and which need to? Have some already missed the boat?
Google ‘digital transformation’ and you’ll see companies providing services for the burgeoning market needing to quickly start thinking digital.
Some of this content is great, and some is still not quite transparent. Whilst white papers detailing change and success in specific sectors are welcome, videos of consultants talking in generalities and marketing speak are less so.
The problem is, of course, that much of any organisation’s digital strategy is unique, and it’s difficult to define what excellence is, or how it can be reached, without first knowing who one is writing for.
This creates one of the challenges for organisations seeking to understand digital; starting the journey is often the hardest step. It’s difficult to know what needs to be looked at first, especially if you have the erroneous and sinking feeling that ‘everything’ needs to be changed.
You might also be trying to articulate to the board why change is needed, and to do this you need to be able to make clear points.
Over the next few months I’m going to look at how ‘digitally mature’ various sectors and organisations are and what the process entails, not least because Econsultancy is actively helping companies in this area (contact our digital transformation consultants if you need help).
There are just two days left to get your entries in for our new digital marketing and ecommerce awards, #TheDigitals, so to give some last minute inspiration I've rounded up six examples of effective multichannel marketing campaigns.
It follows a recent post that flagged up five great examples of email marketing excellence.
To avoid any accusations of bias, these are all examples that fall outside the eligibility period for the current awards, but should give an idea of the type of campaigns and projects we are looking for.
#TheDigitals are the new awards that recognise the best in digital marketing and ecommerce. Award entries must be submitted online before the deadline March 13, 2013.
Responsive design is a hot topic in web design at the moment, as it allows site owners to tailor content to any sized screen from a single set of code - which is obviously very useful as the mobile web continues to grow in popularity.
Yet it’s still quite difficult to find examples of retailers that have embraced the technology.
This is particularly true among the top retailers that tend cling to their existing mobile sites and apps rather than going responsive.
Though responsive design is an all-encompassing way of building your site rather than a mobile strategy per se, for the purposes of this post I thought it would be interesting to look at which of the top 20 UK retailers use responsive design compared to those who have a separate mobile site.
Here’s what I found out...
Twitter is a fantastic way for brands to communicate with their customers, though all too often they overlook the social element of social media.
We’ve all seen companies that just use Twitter and Facebook to churn out marketing messages, but generally they are short lived experiments that fail to deliver any real value to the business.
But rather than dwell on the failures, I thought it would be interesting to investigate the social strategies of some of the most successful retailers on Twitter.
According to eDigitalResearch, Topshop, ASOS, Net-A-Porter, Harrods and Selfridges have the highest number of followers among UK retailers, so here’s a look at what makes them so damn popular.
And for more information on this topic, checkout our Twitter for Business Best Practice Guide and this infographic that shows how @Econsultancy managed to attract 100,000 followers.
We all know that the size of your Facebook fan base isn’t as important as what you do with it.
But that doesn’t mean that it’s not interesting to look at which brands have managed to rack up the most fans and followers.
The latest update of eDigitalResearch’s Social Media Benchmark assesses how more than 100 of the UK’s top retail organisations by revenue are using Facebook, Twitter and Google+ and how successful they have been.
Here's a summary of some of the results...