American Airlines’ approach to social has undergone a huge period of transition in the past few years.
The evolution came thanks to a new strategy that was aimed at developing social as a responsive, efficient customer service channel.
At Socialbakers’ Engage NYC event today American Airlines’ social communications analyst Katy Phillips described how and why the company’s approach to social had developed since 2011.
Up until two years ago American’s social channels were handled in partnership with a PR firm, however it was felt that in order to properly resolve customer service queries social needed to handled exclusively in-house.
In October 2012 Econsultancy ran a survey which found that 90% of brands felt that content marketing would become more important over the following 12 months.
One year on it is hard to argue against the fact that content marketing is now among the most important trends in digital.
However when we published the Content Marketing Survey Report with Outbrain, just 38% of respondents had a defined strategy in place.
That is likely to have changed by now, however just to add more weight to the argument in favour of this discipline I have rounded up six case studies from various brands that have seen real results from content marketing.
Alt text is an important yet occasionally overlooked part of making a site accessible to all users.
It is a simple bit of HTML code that essentially describes an image that appears on a web page so that the user still knows what the image represents if they are visually impaired or if the picture simply doesn’t display correctly.
The alternative attribute can be input within the ‘alt text’ or ‘alt tag’ of the image element and the exact wording used depends on the context of the image as much as the content itself.
An additional benefit is that it provides a semantic description of images for search engines. This can attract additional traffic through Google Images and has a positive impact on SEO.
It’s no secret that people commonly use smartphones while in-store, however a new report has revealed the extent to which mobile devices influence the purchase journey for grocery shoppers.
A survey of 1,400 people who were logged into Wi-Fi hotspots found that 83% of respondents use a smartphone or tablet to prepare their shopping list, while 59% use a mobile device to search for recipes.
Almost two-thirds (64%) of respondents then use their smartphone while in-store to help them shop.
The data is obviously skewed to only include people using some sort of mobile device, however it is a useful indicator of how connected consumers buy groceries.
According to a study from Adobe, in 2012 repeat shoppers made up just 8% of all site visitors in the US yet they accounted for nearly 41% of total online sales.
So bearing in mind the fact that it’s also cheaper to keep a customer than it is to attract a new one, businesses need to be working hard to keep shoppers satisfied and give them a reason to return.
With this in mind, I’ve rounded up 11 ways in which ecommerce retailers can improve customer retention.
Writing an email subject line is a fine art that requires a high level of creativity as well as careful analysis of what customers respond to.
It’s not easy coming up with varied topics that pique the reader’s interest while avoid becoming monotonous or relying too heavily on sales and promotions.
Luckily there are a huge number of case studies published online that help to give marketers inspiration by revealing the type of content and tactics that will increase engagement. But that doesn't mean that the subject line can be neglected in favour of focusing on the email content.
Reserve-and-collect services are becoming ever more important for ecommerce retailers as consumers increasingly expect to be able to pick up their purchases when and where they choose.
In the past few weeks Asda has said it is looking to expand it click-and-collect service by installing collection points in new locations, which may include petrol forecourts, tube stations and university campuses.
Similarly Selfridges has opened a new drive-thru collection point on London’s Oxford Street, while a new service called StreetHub has launched with a view to helping small, independent retailers tap into the click-and-collect trend.
With this in mind, I thought it would be useful to round up some stats which show just why retailers are so keen to provide new delivery services to their customers.
The ASA (Advertising Standards Authority) published a memo last week reiterating its rules on using blogs for advertising after receiving a growing number of queries from bloggers on whether they can accept payment from brands.
Apparently some in the blogging community have raised concerns about PR agencies offering them money to advertise on their behalf while encouraging them not to declare that they’re doing so.
Blogger outreach is an important part of digital marketing as it’s an effective way of getting influential people to speak about a brand or product, as well as earning links that help with SEO.
However if a blogger is paid to write a positive review about a product or service then they have to make it absolutely clear that the content is an advert rather than a normal article.
Digital communication is developing well among specialist teams within the UK government, however there is still work to do before it has been successfully integrated into mainstream departments and services.
This is the headline finding from the Cabinet Office Digital Communications Capability Review which was published on Friday.
The purpose of the review was to assess how the digital aspects of government communication and engagement are planned and executed, and how they can be improved.
As a consequence of the lack of mainstream adoption of digital, the government is being “outpaced by the best of the commercial and NGO worlds.”
The authors identified five main areas for improvement which serve as a framework for developing recommendations. They will likely be familiar to companies currently undergoing a programme of digital transformation:
It's that time again to share some of the most interesting digital marketing statistics we've seen this week.
Statistics include site testing, the John Lewis Christmas ad, Alibaba, UK online sales, Christmas spending and how Netflix dominates US traffic.
For more digital marketing stats, check out our Internet Statistics Compendium.