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How Tesco, De Beers and others use digital to enhance the in-store experience

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.

30+ Christmas email marketing tips from the experts

The Christmas-themed emails have just begun to arrive in my inbox, so what better time to gather some email marketing tips? 

I’ve been asking a number of email marketing experts about the best tactics for the Xmas shopping season. 

Topics include how often to send emails, the importance of mobile, and email creative this Christmas…

Local SEO: tips on improving your visibility

With the growth of mobile, and the increasing use of local factors by Google in desktop searches, ranking for searches in their locality is ever more important for businesses. 

This is something that can benefit businesses small and large, and some of the techniques for improving rankings are very simple, and cost nothing. 

For example, just creating a Google + Local listing for your business will greatly improve your search visibility, especially if your local competitors haven’t figured this out yet. 

Here, I’ve outlined why local search is so important, and asked a couple of search experts for their tips… 

20+ Christmas ecommerce tips from the experts

Yes, it’s a bit late for any substantial changes to be made to websites before Christmas, but there is still time to make a few tweaks. 

With this in mind, I’ve asked a number of ecommerce and UX experts for their views on the best strategy for the Christmas season. 

Topics include last minute changes that could aid conversions, the importance of mobile, and how retailers can sell right up to Christmas.

Doctor Who starring you! The BBC launches awesome new Facebook app

The BBC has launched a new Facebook app, allowing you to play the next Doctor Who, inserting your name and mugshot into the opening credits.

HTML5 video technology is used and accounts for the very slick results.

The app is fronted on the main Facebook page and ties in to the fiftieth anniversary of the Doctor and the celebratory episode airing on November 23.

Bringing the in-store Christmas shopping experience online

The weeks running up to Christmas Day are some of the busiest of the year for retailers, counting for a huge proportion of total annual sales.

This year, however, the US is expected to see a slight downturn in spending per family during the holiday season due to lingering uncertainty after the recent government shutdown.

On average, shoppers will spend $737.95 on presents, decorations and food for the festive season, which is about 2% less than 2012 according to the National Retail Federation.

With this year’s festive season presenting retailers with a bit of a challenge, it is also providing them a great opportunity to build real and lasting brand value and to win over such a precious customer base.

Social media audiences: the purest judge and jury?

This weekend sees the first ever YouTube Video Music Awards streamed online. In many ways, it’s like a lot of other music awards: there’s glitz, there’s glamour, and there’s Lady Gaga, One Direction and Rihanna (though Cher’s invite is presumably still in the post…).

However, the YouTube awards are different in one major way. Any videos shared across Facebook, Twitter or Google+ since September 2012 contribute to deciding the winner, alongside user votes.

Just over a year ago, in August 2012, Nielsen revealed some research that revealed YouTube as the number one music discovery source for under 18s – a figure that can only have grown in the past 12 months. Arguably, this makes these awards the most relevant of all.

A look at Facebook Interests, and what this data can do for marketers

Facebook provides an unparalleled amount of real-time, accurate user data. With Facebook, marketers can be flies on the wall, quietly and unobtrusively gaining insight into their consumers by observing the details they share about their lives.

It is the world’s largest unfiltered focus group for brands to listen to, and it’s arguably the richest CRM database for marketers to take advantage of.

Consumers provide large amounts of data through their Facebook activities, enabling marketers to access far more information about who they are than a survey or poll might reveal. And, thanks to the high-frequency of consumer activity on Facebook, all of this wonderfully rich data is consistently kept up to date.

Best of all, the accessibility of consumer data on Facebook means that marketers can utilize it without interfering in their consumers’ lives.

Forrester says Facebook is failing marketers. Here’s why I disagree

This week saw the release of a controversial report from Forrester, claiming that ‘Facebook is failing marketers’. In an open letter to Facebook CEO Mark Zuckerberg, analyst Nate Elliot asked why Facebook ads were delivering so little return for many advertisers. 

Could it be because most advertisers on Facebook don’t know what they’re doing?

Before I get into this, I want to point out that I’ve seen plenty of excellent marketing and effective advertising on Facebook.

International SEO: 22 tools and one infographic to help improve your strategy

International SEO is a complex challenge for digital marketers due to the intricacies of local languages and customs.

Unfortunately it’s not enough to assume that UK companies can expand into Latin America simply by translating their content into Spanish and Portuguese.

Luckily there are some free online tools available to make the task slightly simpler and automate some parts of the process.

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