Yesterday almost 1,500 marketers attended Old Billingsgate conference centre in London for Econsultancy’s JUMP 2012 event.
The agenda for the annual multichannel conference included speakers from Porsche, Lovehoney, Nokia, Adobe, Agent Provocateur and The Guardian.
Obviously it’s not possible to condense all the different tips and recommendations from the whole day into one blog post, but here are a selection of the interesting points and takeaways…
There were 432m visits to London 2012’s various online platforms over the course of the games
50% of visitors to the LOCOG site at weekends were using mobile browsers.
LOCOG targeted 1,700 keywords for Olympics, from sports to athletes. 60% of traffic came from search.
The key Olympic new media lesson was insatiable appetite for ‘what was happening now’ and delivering for mobile.
Incentivising staff to give good customer service can corrupt the system.
Porsche’s Net Promoter Score is 69.8.
Advocacy is very different to loyalty. Loyalty is when a customer keeps coming back and buying our cars, but advocacy is when he convinces his friends to put Porsche on their consideration list.
Porsche never put people in its adverts.
In 2012 53% of UK online shoppers have used live chat up from 41% in 2011.
The user experience you have online is a contributing factor towards the consumer perception of your brand.
Ideally, you have to design something that makes people delighted at using your service, adheres to brand values, but also makes a profit.
You need to get out of the office to test products. Go to stores, get friends and family to look at them, ask for opinions – this gets rid of opinion, ego, whim and fluff.
Multichannel allows you to get great customer insights, which allows you to build better products and drive higher revenues.
eHarmony tests everything on small scale; then adverts that work in UK are adapted for other audiences without reinventing the wheel.
Audience models are under pressure. There are a lot of changes taking place in digital and a lot of people aren’t prepared for them.
Advertisers expect greater reach or more engagement for less money. And they increasingly want to own the conversation with consumers.
Mobile content is yet to be monetised effectively.
Each social media share, e.g. ‘I just sponsored x’, generates £5 more in sponsorship than it if wasn’t shared.
To encourage sharing, make the cause and the fundraiser the subject of the social story, not the brand.
JustGiving gets its highest average donations from Twitter compared to other social networks, however Facebook generates the most donations.
Think about what gets shared as well as encouraging shares.
Seek content beyond the commercial and ask consumers what they want.
Travel customers come to *do* something. They want to be inspired or persuaded, so content is key.
Amazon advocate so-called “Two Pizza” teams – as in ‘small enough to be fed by’ – to remain agile.
We should be thinking about experiences across brands not just campaigns across channels.
If you find a good interaction designer, hang on to them for dear life.
When designing email for mobile, use Apple app guidelines.
New research shows that the average in-view rate for display advertising among 22 EU charter campaigns was 63%.
Social networks need to provide simpler and more tools to drive social commerce.
Nokia has an ‘always on’ social strategy that’s punctuated with larger campaigns. It uses competitions, promotions to continuously drive advocacy between campaigns.
It’s not just about new fans, it’s about the quality of fans.
Nokia’s social business structure: listen, engage, commercialise
Retailers need to be consumer centric, enabling consumers to have the choice to shop where they want.
Giffgaff has paid out more than £1m back to its customers in rewards. The top earner got £13,000 in one year.
Customers posted 8,000 suggestions to Giffgaff’s ideas boards in just 2.5 years.
Personalised experiences are driven by data, content and response.
Email has become a mass marketing tool and it shouldn’t be.
Guardian news and media
Need to be transparent about how we will use data if we are to win trust back from customers.
The average age of the Guardian’s Facebook social reader app is under 20.
Traffic from the Facebook app spiked above referrals from Google at certain times in 2012.
Let your advocates do the marketing for you – engage the audience and let them do the work.
Need to understand the difference between high value customers and high value potential.
Make customers happy. Their happiness is measured by how much money you make.
Compare the costs of cars to Big Macs and smoking to demonstrate affordability.
Loyalty cards are rarely activated. B&Q is ‘training’ customers to use mobile in store.
Since talking less about offers and products, and more about help and advice, in-store and online engagement has increased.
B&Q saw a 300% increase in engagement from behaviourally targeted emails.
It’s okay to make mistakes in social media – another company will make a bigger mistake.
The focus of search campaign should absolutely be on the highest quality links; which is social content.
To boost your SEO, create interesting, shareable content on social platforms.