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Ugg is launching a multimedia campaign, promoting its footwear as part of an idealised lifestyle.
Check out the video embedded below to get an idea of the brand position (the ad feels like a sort of gooey Guinness advert crossed with a Lands End catalogue).
With this new campaign afoot (no pun intended), I thought I’d take a look around the brand’s web presence and see how it stacks up.
The conclusion is that there's a lot to improve upon in Ugg's digital strategy. Part of maintaining a premium lifestyle brand is doing digital well. Having said that, no doubt the new campaign, with its well produced videos, will revitalise the brand if given enough media exposure.
For more on content in ecommerce, attend our Festival of Marketing, November 12-13th in London.
Before you disregard this post as a promo for the Festival of Marketing, be aware I've included handy links to brilliant brand blog posts within.
From Airbnb to BSkyb, Barclays to B&Q, Paddy Power to the NHS, check out the wealth of speakers at this year's Festival.
Econsultancy’s Measurement and Analytics Report 2014 (in partnership with Lynchpin analytics consultancy) looks at trends in the industry, from skills and investment to technology and challenges.
I've picked up the report to take a look at how resourcing is changing in the world of data analysis. How many staff are companies employing to analyse data? What emphasis is there on new tech as opposed to people and process?
Enough with the rhetorical questions, let's take a look.
Monsoon has launched Swoon, a shoppable monthly magazine for tablets (but also working well on desktop). It's full of products and rich content and was built by Rockabox Studios on the Ceros design platform.
With the prices of Monsoon apparel comparable with Cos – middle to upper high street pricing - and the more artisan pieces pricier still, at more than £300, this feels like a good move.
The image of Monsoon has perhaps slipped in recent years and lost some of its chic or urbanity. I can see this campaign of shoppable magazines as a step towards bringing this firmly back to the brand, which needs to highlight the quality of its clothing, including its hand-embellished pieces.
The launch of a shoppable magazine is in line with many other brands seeking to bring more editorial and clustering to their offerings. Net-A-Porter has launched a mag, M&S has mixed up its website with plenty of content and trailblazers ASOS and TopShop have been doing this for a while.
Let’s take a more detailed look at Swoon.
Airbnb rebranded earlier this summer and it was pretty hard to miss, at one point generating enough hundreds of thousands of tweets to top the global trends (partly due to its similarity to an existing company logo).
Recently I listened to some of the guys from DesignStudio, the agency behind the rebrand, talking about the joys and stresses of such a monumental project.
I thought I'd share some tidbits from their presentation and discuss what a brand and a logo means, as well as how one should go about changing it. I'll be concentrating on the creative side of the brief, as opposed to equally important considerations for those in the same boat, such as SEO (if you're picking a new name or slogan) etc.
So, what did a creative rebrand of Airbnb entail?
For more creative and branding stories, check out the Festival of Marketing, November 12-13th in London.
It's August, David Cameron has been pointing at fish, Legoland is doing a roaring trade and I'm allowed to write a post about memes.
With a science education and a marketing vocation, I like to read firstmonday.org and its peer-reviewed research papers about the internet. Okay, it's often social science and can be pretty qualitative, but it's still interesting to see the internet analysed in such a way.
I thought I'd bring you the highlights from some research by Katie Miltner into the enjoyment of memes, typically titled '"There's no place for lulz on LOLCats" The role of genre, gender and group identity in the interpretation and enjoyment of internet memes'.
This paper uses LOLCats, one of the most popular and enduring internet memes, as a case study for exploring some of the social and cultural forces that contribute to memes’ popularity.
So why do we love memes?
The stats we've got this week range from the sublime to the ridiculous.
From Twitter mentions of abbreviated phrases (FML, LMAO etc.) to declining retail spend in food. In there, too, is some interesting data about mobile spend in China and the state of SEO.
As usual, for many more stats, download our Internet Statistics Compendium...
In short, Readz is a platform designed to spell the end for hosted PDFs.
It's a drag and drop content creation platform that can be used to produce magazines, reports, portfolios and the like.
I spoke to CEO and Founder, Bart De Pelsmaeker about the company and its journey.
Let's take a look at who is using this technology in retail.
I'm not looking at payment here, which NFC has been mired in, merely how the shopping experience can be enhanced.
I'll get a few things off my chest about what works and what doesn't. First, a super quick differentiation between the two technologies.
Near field communication (NFC) is capable of two way communication, so payment (a debit and credit) for example, or even in medicine (a tag in your skin could send vital signs to your smartphone), and it works only at short distances. NFC can be used more basically, to simply transmit set information to a phone or tablet.
Radio frequency identification (RFID) has been around for yonks, the tags only transmit information, to an RFID reader (an NFC enabled phone or tablet such as an Android can be used as a reader, but for an iPhone a separate reader is required). These tags have been traditionally used in stock control.
There's bluetooth low energy (e.g. iBeacons) in the mix, too. However, many of the uses of beacons have been for push messaging to customers.
In this piece I'm not going to be talking about geofencing which can be done with RFID, GPS or low energy bluetooth (iBeacons). I'll be focusing on active rather than passive engagement, though I'll discuss iBeacons in my conclusion (as they're rapidly taking hold in many of the same scenarios).
Right, now that's taken care of, let's dive in...
How do we consume media in 2014? And what media? And on which devices?
Ofcom released The Communications Market Report in August 2014 and it's chock full of interesting data and charts on the UK market.
I've previously looked at mobile and tablet usage. Now I'm turning by attention to the broader topic of media uptake, in its various forms.
For more statistical goodness, download our Internet Statistics Compendium...
From an interactive value proposition to brilliant product descriptions, there's much to love at Made.com.
I was taking a look around the site and kept stumbling on things that I consider to be best practice in ecommerce from this pureplay 'direct to designer' store.
Take a look at what I found and see if you feel the same way.
High street stores are getting their mojo back, so what can ecommerce do to engage the consumer?
Here are just 10 features that help to keep customers engaged on ecommerce websites. If you've seen any innovative new features from ecommerce companies, please let us know below.
For all things engagement and optimisation, why not attend the Festival of Marketing, in London, November 12-13th.