Posts in Content

The Skittles user experience

What should FMCG brands do with their websites?

The last 12 months has seen a sea change in the user experience strategy of many grocery brands, placing social media, and particularly Facebook, at the heart of their digital play.

At first look this seems sensible, Facebook offers an opportunity for richer forms of interaction than either digital advertising or a brand’s own website have historically delivered. And the platform is free to use. And it yields lots of new data points that weren’t available before.

But in the long term Facebook can’t be where brands ‘live’ online, and making Facebook the centre of gravity for FMCG brands opens up a number of risks for brand owners. We need to put our thinking caps on and consider a new future for brand websites in the marketing mix.

5 comments

Brand warfare at ad:tech, but which vendors stood out?

Last week, ad:tech, “The Event for Digital Marketing” stormed its multinational show into New York City’s Jacob Javits Center.

At some events, ad technology vendors can rely on marketers to study their wares, because they are necessary for one aspect or another of contemporary marketing.

However, ad:tech is crowded with competing demands for attention. Digital service vendors are in the curiously recursive position of having to market themselves to digital marketers, in person.

What stood out? Why?

2 comments

90% of marketing managers plan to use mapping technology in the next year

Research from Google's Enterprise division and Vanson Bourne has revealed the growing popularity of mapping technology to help shape marketing strategy, but that adoption across broader business functions is hampered due to ‘internal politics’.

90% of 250 marketing managers in the transport, finance, public sector and retail industries said that they are using, or have plans to use, mapping and geospatial technology as part of their marketing strategy.



1 comment

Five great examples of product page copywriting

While product page design has improved in the past few years, an often neglected area is sales copy. 

A common mistake is to simply place the manufacturer’s product descriptions on pages. While this approach is easier, a more personal touch and unique tone of voice can help your product pages stand out and really sell the benefits of products. 

I'm going to explain why good sales copy is so important, and look at some examples where retailers are getting this spot on... 

8 comments
Mary Portas Queen of Frocks Twitterchat

How to run a Twitterchat: 11 practical tips

Twitterchats are organised, non-linear, fast-paced conversations using Twitter where participants discuss themes and questions about a given topic. 

With its speed, ease of use, accessibility and limited character format, Twitter provides an effective tool for individuals to discuss or unite around a theme or topic and Twitterchats have evolved from webchats and forum discussions. 

So, how do you plan and run a Twitterchat?

3 comments

TV and search: associative marketing in a two-screen world

Everyone is aware of product placement, the deliberate incorporation of a product or brand into a movie, television episode or other media vehicle to promote it to the viewing audience, typically in a subtle way to create affinity and recognition over time.

However, there’s more to product placement than simply placing a Papa John’s pizza box in clear view in a major sitcom.

From a marketer’s perspective that is only one facet of how what appears on TV can impact on what consumers then think about and do, and it isn’t limited to just brand placement, recognition and recall either.

5 comments

Google tries to keep SERPS from going stale with Freshness update

Google may be the world's most widely-used search engine, but that doesn't mean that it's perfect. Indeed, the past several years have seen a growing number of complaints from users and experts alike relating to the quality of Google search results.

More recently, it appears that Google has focused much of its efforts to improve on weeding out spam and the low-quality content made famous by content farms.

But a new update that the company revealed yesterday shows that Google isn't just focusing on minimizing the amount and prominence of cruddy content in its index.

5 comments

Localization: the next big to-do for mobile app developers?

When the web was young, most websites were in English. This wasn't exactly surprising. After all, the web first emerged in the United States in a big way and was its largest initial market.

Over time, of course, the web has come to bring the world closer together and in turn, give companies anywhere in the world opportunities global in size.

For many companies, that meant moving beyond the English language to reach customers and stakeholders in their native tongues.

4 comments

Will book publishers follow in the footsteps of the RIAA?

In its effort to defend the record labels, musicians and the recording industry at large, the RIAA became perhaps one of the most disliked organizations in the world.

Yes, most people will agree that piracy is wrong and that laws protecting content creators and rights holders are sensible, but the RIAA's tactics in fighting piracy, which infamously included widely-publicized lawsuits against grandmothers (dead or alive), didn't win it many fans.

0 comments

Google starts indexing Facebook, third-party comments

A relatively large number of publishers, particularly those running 'blogs', rely on third-party services to power the comments on their websites.

From Facebook Comments to Disqus, there is no shortage of options that enable publishers to offer commenting functionality without having to implement it themselves.

While not the most technically complex functionality to implement, there are a number of reasons publishers might choose to outsource comments, ranging from spam control to identity management.

4 comments

Landmark EU ruling moves the boundaries for publishers

Last week we saw Mirror Group Newspapers (MGN) lose its appeal to overturn a privacy action in the French courts by actor Olivier Martinez.

Martinez successfully sued the publishers of the Sunday Mirror in 2008 over an article that was published online about the actor’s then relationship with Kylie Minogue, saying that it negatively affected his reputation in France.

5 comments

How to optimise headlines using the 65 character rule

I’m currently developing some wireframes as we pave the way for a revamp of this blog later this year. There are lots of things to think about. One of those things is typography. Closely related to that is optimal headline length. 

I always try to write headlines that fit on one line, though I don’t always succeed. Nevertheless, short headlines beat longer ones for lots of reasons. As such I’d like to introduce the 65 character rule. Actually it’s 65 or less, to be precise. 

Here’s why...

15 comments