As multichannel commerce becomes commonplace, it’s more important than
ever to focus on long-term engagement and coherence, creating a uniform,
satisfying customer experience across every platform.
Recently, Gamification has become an increasingly important part of this
mix, using game mechanics to enhance UX and guide user behaviour.
it’s done well, the rewards can be impressive; boosting engagement and
brand awareness as well as vastly increasing direct conversion,
shareability and repeat business.
But what exactly do we mean when we use the term? It’s important to
remember that gamification is a blanket phrase which can relate to
multiple levels of deployment.
Here’s a quick roundup of some points you should be aware of if you
are considering gaming as a marketing tool.
Many marketers are still wrapping their heads around recent changes to
Facebook pages and their effect on the way brands can interact with
their users across the platform.
It‘s unsurprising that some were
caught off guard by the announcement that Facebook will also be making a
larger change in March, finally moving away from FBML coding in favour
of a return to iframes.
While the announcement isn’t a complete surprise - rumours have been
circulating since 2010 - the ramifications could ultimately be much
larger for Facebook and e-commerce in general.
Increasingly the content marketing is growing from a glint in the
copywriter’s eye to a fully fledged marketing beast, rampaging through
budgets and upsetting marketing manager’s neatly planned timetables (We
even run a course about it).
Someone, somewhere finally figured out that
if you have a lot of compelling content, then you’ll get more readers
hanging out on your site. Of course, the trick lies in making people aware of all that fantastic
content in the first place.
It’s fair to say that users are often creatures of habit, visiting the
same blogs and sites on a daily basis, so while link building and guest
blogging have major parts to play in a detailed content strategy,
occasionally the only way to get in front of those cloistered users is
to market articles directly to sites they are already visiting.
you logging into the world’s largest social network (so, all of you) recently may
noticed a few changes, particularly if you’re working with
unexpected changes to Facebook pages are nothing new, the network
tweaks privacy settings, sharing, logins and layouts on an almost weekly
but the new additions rolled out last night are particularly important
As we recently published our
‘How to create amazing Facebook pages’ report, I
thought I should give you a quick rundown of the new changes, and how
use them efficiently to grow your brand presence within Facebook.
Increasingly, digital marketers are looking to combat banner-blindness,
the instant turn-off that users experience when confronted by obvious
One company looking at new ways to combat this is Respond, We spoke to co-founder Guy Cookson about the product, designed to let customers engage with advertising without the
hassle of clicking on intrusive banners or pop-ups
By now most people will have adopted Facebook’s new profile format.
Unfortunately one of these recent changes showcases a pretty big flaw in
Facebook’s connectivity, and unhappily for the social networking giant,
it’s one that impacts businesses directly.
By now most users will be aware of which changes they will need to make
(if any) to optimise the new profile, but there are now a few sections
which are unfortunately beyond your control, chiefly the way your
‘Employer Information’ is displayed.
Over the past ten years, Econsultancy has
witnessed a lot of changes both on and offline.
beginnings we’ve grown to become a community of almost 100,000
marketers, and seen digital marketing evolve beyond recognition, the
rise of Google, Facebook and Twitter, along with the birth and
development of entirely new industries like SEO, social media and
m-commerce have changed the face of marketing over the past decade.
There’s no denying a lot’s changed, but there are a
few things that remain the same year after year.
Take for example, the relentless commercialisation of the holiday
Every year we see tinsel in stores in July, Turkeys for sale in August
and New Year sales that begin before the last one has ended, and
frankly, we’re all for it! Who doesn’t need a bit of extra cash at this
time of year? We certainly do!
Black Friday and Cyber Monday both saw record figures this year, so
we’ve decided to leap on the bandwagon and introduce another
red-letter date for your diary. We want you to join us over the next week as we celebrate
ten years of the Big Red Dot - so we're offering our members the chance
to win £10,000 on Red Friday!
Finding (or becoming) an influencer is often seen as one of the core
goals for businesses utilising social media, and the search and
measurement industry is rushing to fulfil this need.
Finding a great
exponent for your brand who has a powerful presence on your social
platform of choice and engaging them is a great way to get plenty of
bang for your social media buck.
Increasingly leading measurement tools such as Klout are being seen as a
good way to prove success in the social arena, with some companies
starting to request a minimum Klout score as a deliverable when hiring
Unfortunately some of the systems that provide this
measurement may still be relying on the wrong metrics, providing you
with a skewed perspective on your audience and making them ripe for
exploitation by unscrupulous users.
Despite Google’s best efforts, online TV services are still encountering
significant opposition from traditional broadcasters, with many
routinely blocking services in favour of directing users to their own
The effectiveness (not to mention long-term business sense)
of this may be questionable, but the fact remains that broadcasters are
loathe to relinquish control of lucrative cable package services to
third party providers.
This might be about to change however, with
Microsoft announcing their desire to become more heavily involved in TV
using a more traditional platform model.
Aurora fashion is best known for its high street brands, including Karen Millen, Oasis and Warehouse, with several hundred stores across the UK.
Aurora's group IT director John Bovill was recently named as one of retail's top 70 movers and shakers by Retail Insider, and the group also received Retail Week's IT team of the year award in June.
I spoke to him about the challenges faced by retailers moving into the multichannel space and the impact of mobile and online technology as a supply and demand chain facilitator, as well as the way Aurora has been working with BT Expedite to develop an innovative integrated store system.