David Moth

How Lufthansa uses Facebook, Twitter, Pinterest and Google+

In a recent study looking at the world’s most social brands, four out of the top five were from the travel sector.

German airline Lufthansa came in third place, so it seems like a good case study for our series of posts looking at how different brands use Facebook, Twitter, Pinterest and Google+.

Lufthansa actually publishes its social media policy online, however it doesn’t appear to have been updated in a while as it links to Twitter feeds that no longer exist.

So here’s a look at how it uses the four main social networks. This post follows on from similar articles focusing on Walmart, Nike, Coca-Cola and Starbucks...

by David Moth 17 June 2013 11:40am 3 comments

10 interesting digital marketing stats we've seen this week

Here are some of the most interesting digital marketing stats we've seen this week.

Stats include personalisation, how rich people use social, mums on Facebook, online video ads, real-time bidding, and digital news publication.

For more digital marketing stats, check out our Internet Statistics Compendium.

by David Moth 14 June 2013 11:47am 3 comments

This week's finest digital marketing infographic

It's time again to share the best digital marketing infographic we've seen this week, which this time comes from Dan Zarrella.

The graphic uses data from blogs, Twitter and Facebook to look at which calls-to-action encourage the most shares.

It shows that by asking for retweets marketers can increase the amount of social interactions by up to 120% on Twitter, while including the word 'like' in a Facebook post can increase rngagement by around 0.4%.

by David Moth 14 June 2013 11:07am 0 comments

15 useful examples of how to shout about your free delivery service

Free delivery and returns are a major selling point for online retailers as it negates the problems that are inherent with buying something before you’ve tried it on.

As such if e-tailers offer this service they should make sure it’s prominently displayed on their site so that customers don’t have to double-check, which may cause them to hesitate and rethink their purchase.

But occasionally sites are coy about the fact that they offer free delivery, missing out on a valuable conversion tool.

A study published last year showed that delivery and returns achieve the lowest satisfaction scores when compared to other aspects of the ecommerce experience.

Similarly, when asked what aspect of online shopping retailers wanted to improve, 58% chose free or discounted shipping.

by David Moth 13 June 2013 11:57am 4 comments

Consumers doubt the value of online personalisation: study

Personalisation is considered to be an extremely effective way of driving sales and conversions, with 94% of businesses stating that personalisation ‘is critical to current and future success.’

In fact data included in our Realities of Online Personalisation report shows that for two-thirds (66%) of client-side respondents, both improved business performance and customer experience are the main drivers for personalising the website experience.

However two new studies suggest that consumers aren’t blown away by personalised experiences online, or at least that’s their perception.

In a global consumer survey by Adobe 42% of respondents said they were ‘neutral’ about the value of personalised product and service recommendations online, which is as good as saying they either don’t care or aren’t aware of it.

by David Moth 13 June 2013 09:34am 3 comments

Consumers believe traditional media trumps digital for ad effectiveness: study

In spite of ever-increasing digital ad budgets and declining newspaper revenues, people still think that traditional media outlets trump digital channels for advertising and credibility.

A new Adobe survey shows that global consumers still rely on family and friends (51%) and consumer forums (35%) if they want credible information on products and brands.

Traditional media, such as newspaper and TV, came in third with 28%, while company websites scored just 17% compared to 8% for blogs and just 3% for branded social media pages.

The fact that people trust recommendations from their peers above all else is to be expected as research has consistently shown the value of consumer reviews in ecommerce, however the disparity between traditional media and official company channels may come as a surprise.

by David Moth 12 June 2013 12:19pm 7 comments

How Burberry uses Facebook, Twitter, Pinterest and Google+

As a reaction to its declining fortunes a few years ago Burberry decided to overhaul its marketing strategy and the company currently allocates around 60% of its ad budget to digital.

For that reason it’s often highlighted as a brand that’s ahead of the curve in terms of social marketing.

That obviously makes it the perfect subject for our regular series looking at how major brands use Facebook, Twitter, Pinterest and Google+.

This follows from similar posts focusing on ASOS, H&M, Starbucks, Coca-Cola and Red Bull...

by David Moth 12 June 2013 11:45am 6 comments

Users prefer facts to marketing jargon: Nielsen

Nobody likes reading marketing jargon, yet all corporate websites rely on a certain amount of fluffy language to fill their pages and sell their services.

However two studies from the Nielsen Norman Group indicate that content that’s rich with facts and short on jargon is actually a more effective way of attracting people to your website.

It should be pointed out from the start that these studies tested journalists and people using investor relation (IR) pages on corporate websites, so it’s difficult to draw any direct parallels with consumer copywriting.

But even so, I would suggest that the findings still give a useful indicator of the kind of content that web users are interested in.

by David Moth 11 June 2013 12:26pm 2 comments

What do Sainsbury's, Tesco, Asda and Ocado have in common? Poor online checkouts

Ecommerce accounts for around 5% of all grocery shopping in the UK and is set to be worth around £7.5bn this year.

That figure is predicted to grow to just over £11bn by 2016, so it’s certainly a market that’s worthy of attention.

I only recently made my first online grocery order and wasn’t particularly enamoured with the user experience, so thought I’d trial the checkouts of the three big supermarkets – Sainsbury’s, Tesco and Asda – plus online-only retailer Ocado.

by David Moth 11 June 2013 10:53am 6 comments

Are implicit signals, user context and a new query model the future of search?

The future of search is something that few people outside of Google can predict with any real authority, yet it’s an incredibly important topic for digital marketers.

How much will social signals dictate what we see in search results? What impact will Google+ have in the long term? And will we always rely on keywords as the basis of search?

It’s impossible to address all the possible connotations in just 20 minutes, but Distilled’s Will Critchlow gave it a go during his talk at our Future of Digital Marketing event last Thursday.

One of the main themes was the move from indexing to understanding, whereby Google actually understands the context and sentiment behind a query.

by David Moth 10 June 2013 13:22pm 2 comments