BA

How killer content can move masses

There’s no such thing as a free lunch, right? But in the world of content, there is.

In this world, gone is the thinking from consumers that if something is free, it’s not going to be worth the paper it’s written on.

In the UK, British Airways, M&S and Sports Direct are some of the brands that are surprising and delighting consumers by using good content to tap into their love of TV, fashion and adventure.

Six customer service lessons for @British_Airways

In the past month I had a bad experience with British Airways.

In short, I left my iPad on a plane and it took six days for them to find it and charge me for its safe return.

This post is more about the way BA handled my issues both online and offline and how there are a lot of flaws in its customer service and social media management.

I’ll write about my experience as objectively as possible while still providing actionable tips.

Nine of the best examples of content marketing from 2013

While there has been a slight backlash around content marketing, I think mainly due to the hype, brands in general have upped their game this year, and there are some great examples around. 

i’ve asked agency and client side marketers, as well as the Econsultancy editorial team for their favourite examples of content campaigns and strategy from the past 12 months.

Ryanair trumps EasyJet and BA for traffic, but fails at user engagement

User experience is a key differentiator in ecommerce as if the process of buying something from a website is enjoyable and convenient then it encourages customer loyalty.

To an extent, it can even overcome the natural consumer urge to find the lowest price.

However for most consumers cost is still the most important factor when making a purchase, as evidenced by new traffic stats from Ryanair.

A study by SimilarWeb into traffic volumes for several airlines found that Ryanair consistently outperforms EasyJet and British Airways despite its obvious contempt for UX and customer service.

We written a number of posts about the shoddy UX on Ryanair’s site, including its hidden costs, irritating upselling, and lack of a mobile site, yet customers are still obviously attracted by the airline’s low prices.