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Here at Econsultancy we’re all about encouraging the quickest, easiest journey from product page to checkout as possible. Not just from a conversion point of view but also from a customer experience one.
This is certainly true of customers who know exactly what they want and don’t have to do any research about the product itself. ”I want a Julio Iglesias Greatest Hits CD and I want it now damn it!”
It is my intention to write a few posts focusing on brands doing great work on Instagram, but first I feel it’s worth rounding up a few stats to show why it's such an important social network.
There are a huge number of stats out there on Instagram usage, most of which are now inaccurate as the app’s audience is growing so quickly.
Most people enter the retailing business because of their love and knowledge of a particular product, or their notice of a gap in the value chain for that project.
A love of sports and fitness led to the creation of one of the largest companies in the world: Nike. But the climb to the top wasn't easy, for Nike's unique sneaker offerings was once a niche market.
Luckily, its merchandising abilities allowed it to become what it is today.
Lace up your sneakers, put your sweat bands through the washing machine, make a pitiful attempt at a couple of lunges and let’s go for a run.
Don’t worry, I’ll catch you up later. I just have some work to finish around… this… uh… hot-dog.
Nike is the world’s most valuable sports brand according to Forbes. It has a market value of $71bn, $19bn of which is estimated to be pure brand value. Nike also commands 62% of the US athletic footwear market.
Impressive stuff, but what of its nearest sporting rival Adidas? Has it been left puffing and wheezing, meters behind its striding opponent as it desperately rummages around its kit bag looking for an inhaler?
While researching a previous article on how Western brands are using Chinese messaging app WeChat I was made aware of the fact that there are several different account options open to marketers.
As this was news to me I thought it might also be news to some of our readers, hence the reason for this post.
Brands striking out on WeChat for the first time have the choice of two account options – service accounts and subscription accounts.
Here’s a quick look at the difference between the two...
Now seems an appropriate time to see which ads have generated the most amount of shares so far in 2014, what with it being past the half-way mark now.
In not all that unsurprising news, four of the ads are related to the World Cup, although it will be interesting to see whether any of these make it to the end of year list due to their short shelf life. After all, only one video remains in the top 10 after the Super Bowl in February.
It’s also notable to point out that of the World Cup videos, only one of them is from an actual sponsor. In fact 71% of online shares for World Cup ads have come from non-sponsors.
Here’s the top 10, which is as varied as it is impossible to predict. Thank you to Unruly for the numbers.
Brazil 2014 is the first social video World Cup.
It’s quite telling how often Vines and Instagrams are used as part of the pre-match build-up by the BBC and ITV, either by showing videos the pundits or players have uploaded or by sharing ones from the fans themselves.
It’s even more extraordinary to think that neither channel existed during the time of last World Cup in 2010.
Brands (both sponsors and non-sponsors alike) are also capitalising on creating awareness and generating shares through Vine and Instagram by hijacking one of the most compelling global sporting competitions.
It’s the end of June and therefore we can finally reveal the very best of mini-movie-masterpieces from the preceding four and a bit weeks.
We have everything here from 'sweded' Ghostbusters, yogurt cruelty and donuts, so many donuts. (and yes I will be spelling donuts like that throughout the article).
So buckle up for exactly 162 seconds of entertainment. Longer if you stop to linger over my semi-insightful blathering.
There’s a lesson to be learnt here for brands both major and not so major...
Don’t give up if you haven’t grabbed an official slice of the World Cup bolo de cenoura. Apparently it doesn’t matter.
There’s plenty of opportunity to nutmeg the larger players and win plenty of reach and audience share with just a little extra creativity and cunning.
According to Unruly, despite official sponsors creating almost twice as many ads, commercials by brands not affiliated with the FIFA tournament have so far attracted 8.9m shares across social media sites.
Videos from official sponsors, who paid between £8m to £120m to have their names associated with the World Cup, have managed 3.6m shares.
Here are some more stats from the study showing the further dominance of the non-sponsors.
From the experiential (read as ‘gimmicky’) to the practical (read as ‘will become standard practice’) there are many ways that retailers can integrate their offline stores on the high street with their online ecommerce businesses.
There’s lots of information on the blog already about digital technology in retail and a lot of it really should be thought of as the norm by now.
Unfortunately that’s not necessarily true. In a perfectly digitally integrated world the lack of services like Wi-Fi, contactless payment and click & collect would be the exception to the rule.
However there are still many trailblazers out there, not just offering the digital basics, but going above and beyond the duty of its bricks and mortar stores and offering a new world of interactivity and online integration.
Sure some of them will fail. Sure some of them you’ll barely hear about outside of a few speculative/curious articles like this (“huh, remember a few years ago when Google developed a self-driving car? What happened to that?”)
Some won’t though. Some will go on to become exactly what’s expected from every consumer who visits your high street store.
The World Cup kicks off on June 12 and is a festival of football that Asia’s passionate fans will doubtless enjoy.
Unfortunately every game kicks off at times between midnight and 6am here in Singapore which is going to mean some very sleepy Singaporean and Asian residents.
Many brands are desperately trying to capture the attention of these passionate fans, both official sponsors and unofficial brands eager to capitalise on the world's greatest event.
But which is doing the best job?
Nike has launched yet another brilliant advert for the World Cup but how does it compare to their previous efforts?
I’ve taken a look at Nike’s World Cup adverts over the last 10 years to investigate.
Interesting to see a certain Ian Wright figuring in 1994….yep, that’s right, we didn’t make it to the World Cup in the USA that year, thanks Graham Taylor!