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Predictably John Lewis currently retains the highest social engagement for Christmas ads, but for how long?
As of 10 December 2013, the John Lewis ‘The Bear and The Hare’ ad has achieved 10.3m views, and just over 1m engagements (likes, shares or comments).
However, its engagement-per-thousand-views (EPM) has dropped to 101, from 393 in four weeks.
This seems logical. The more popular and ubiquitous a video is, the less likely that people will bother sharing it as they feel they’re just adding to the noise of what we’ve already seen.
Interestingly though, this viral complacency may lead to a pre-Christmas upset.
During the run-up to Christmas, which companies are bidding on paid search terms for the most popular products, and which have the most effective landing pages?
I took a look at paid search in my beginner’s guide what is paid search (PPC) and why do you need it? last month, and since then I’ve been a lot more attuned to this method of search engine marketing.
However I've also realised that PPC ads are for nothing, and a complete waste of searcher's time and an advertiser’s money, if conversion isn’t happening.
One of our main focuses on the Econsultancy blog is highlighting instances of best practice and digital excellence in the marketing world.
But every so often it’s also useful to shine a light on the mistakes that people make, particularly when it comes to social media.
I could try to lie and say that I’m doing this so we can all learn valuable lessons from the unfortunate errors of others, but truthfully I just find it quite amusing.
Supermarket giant Tesco was recently the victim of a viral blog that highlighted the laughably poor standards of cleanliness and service on offer at one of its London stores.
The Tumblr entitled ‘The very worst Tesco’ includes images from the Haggerston store in east London that show empty shelves, piles of boxes blocking aisles and a video of an alarm going off throughout the night.
Tesco chairman Sir Richard Broadbent said in an interview with The Sunday Times that his company had taken action to clean up the store in reaction to the Tumblr and that it was vital for the retailer to provide an excellent in-store experience for customers.
This week we’ve got some really juicy stats from Tesco, John Lewis’ Bear and Hare, Facebook and other more prosaic but useful numbers on mobile and retail.
Get stuck in and please send through any interesting titbits that may be worthy of inclusion next week.
For more internet marketing statistics, check out Econsultancy's Internet Statistics Compendium.
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.
53% of customers who ask a brand a question on Twitter expect a response within one hour.
However, if a customer makes a complaint to a brand using Twitter, that figure goes up to 72%.
These stats come from the latest research by Lithium Technologies and perhaps contradicts the previously held notion that just 11% of people expect to receive customer service via social media.
Tesco has announced the roll out of new digital screens that will deliver customised ads based on the age and gender of its customers.
It’s an interesting move and is just the latest example of brick-and-mortar retailers using digital technologies to help personalise the shopping experience.
Read on to find out more about Tesco’s latest trial as well as details of recent examples of other brands that are embracing digital in-store.
Got ya! I make absolutely no apology, I am a massive Halloween fan. If I could dress up like Jason Voorhees and knock on my neighbour's doors demanding handfuls of sweets all year round, I would.
If only the world's various brands had the same commitment. Then that ghostly M&Ms advert on the left would never have to disappear. Still, I suppose Christmas marketing has to roll out at some point, so this is all just a pipe dream.
Let's take a look at which brands are making the most out of this most evil, witch-filled and sugar-high fueled of holidays.
Amazon has topped yet another usability survey after delivering a consistently excellent customer experience across its desktop and mobile platforms.
House of Fraser came a close second followed by Marks & Spencer, Debenhams and Interflora.
The report from eDigitalResearch consists of user surveys that analysed the customer experience provided by 19 retail brands across three digital channels – desktop, mobile web and apps.
It covered six different sections of each site, including the homepage, search, navigation, product pages, shopping basket and checkout.
Ecommerce accounts for around 5% of all grocery shopping in the UK and is set to be worth around £7.5bn this year.
That figure is predicted to grow to just over £11bn by 2016, so it’s certainly a market that’s worthy of attention.
I only recently made my first online grocery order and wasn’t particularly enamoured with the user experience, so thought I’d trial the checkouts of the three big supermarkets – Sainsbury’s, Tesco and Asda – plus online-only retailer Ocado.
Twitter is a brilliant tool for communicating with consumers and when used effectively can be a great way of building customer loyalty.
In recent weeks I’ve come across a number of brands that have excellent Twitter strategies and several that I thought were less impressive.
This could be because they were dull, unimaginative or simply weren’t living up to their potential.
So to shine some light on the differences between those brands getting it right and those that perhaps aren’t, here are five good and four bad examples of brands using Twitter...