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What fashion and beauty retailers can teach you about site search

Style is everything when it comes to marketing fashion and beauty brands online. Consumers expect visually rich product presentations and easy ways to compare options like colours and sizes.

That’s why online merchants selling fashion and beauty products are at the forefront of implementing new ecommerce strategies that highlight their products in high style.

Just like they do on the high street, they fill their online storefronts with scintillating features that allow shoppers to browse colours, styles, silhouettes and patterns, with advanced search results, sorting options and merchandising tactics that help visitors quickly find the products they need and convert them into buyers.

How Starbucks uses Pinterest, Facebook, Twitter and Google+

Starbucks is often touted as having an excellent social strategy, so it’s an excellent subject for our series of posts looking at how brands use the four main social networks.

Having previously evaluated a number of brands including Red Bull, ASOS, Walmart and Ikea, it appeared that the brands that were doing well in social all followed the same basic blueprint – they post updates several times a day and are excellent at responding to consumers.

But as this post shows, Starbucks has managed to outperform nearly all other consumer brands in terms of community engagement despite taking the exact opposite approach.

And there is a special mention for Starbucks’ Instagram feed at the end as well…

Seven great examples of engaging Pinterest competitions

Competitions are increasingly popular among brands using Pinterest and are a good way to increase the virality of content by encouraging users to spread branded images across the Pinterest network.

It can also be a useful, if slightly cynical way of quickly boosting your number of followers.

This is no different from the way that businesses have been using Facebook for years, and we recently pointed out eight examples of brands that have run Instagram competitions.

Our new Pinterest for Business Best Practice Guide includes advice on how to run competitions on the platform, including analysis of real life examples.

Six examples of effective PPC and SEO campaigns

Search is arguably the most important digital marketing channel (cue angry comments), as it can be used to both drive brand awareness and capture conversions.

In January Google reported Q4 revenues of $14.4bn, a 36% year-on-year increase, which gives an idea of just how valuable search is for brands.

Therefore I thought it would be useful to round up six examples of brands that have achieved success with effective search campaigns.

Furthermore, to give an insight into the state of search marketing in the UK, we are currently running our 2013 UK Search Engine Marketing Benchmark Survey, sponsored by NetBooster.

Report: Australian marketing emails missing the mark

20% of emails sent by Australian brands do not reach the intended inbox, with 2% being sent to spam and the other 18% going missing or being blocked.

This problem gets even worse if the intended reader is a Dodo or Optus subscriber, as only 57% of legitimate email were delivered to these inboxes in 2012.

In contrast, 92% of marketing emails reach their target inbox in New Zealand, with only 8% going missing. 

How to let the weather control your AdWords campaign

Google AdWords managers can now make use of a unique platform that will control when your adverts are displayed depending on the weather.

WeatherFIT is a cloud-based piece of software that delivers AdWords adverts based on real-time localised climatic conditions.

The PPC tool retrofits to existing AdWords accounts and uses real-time data from the Met Office to control which adverts are shown based on the weather.

Adverts will only show if they meet the weather criteria you set.

Congratulations to our newest #TheDigitals Superstar: @Silverbean

https://assets.econsultancy.com/images/resized/0002/9681/the-digitals-superstar-badge-week-5-blog-half.pngWell done this week to our latest Digital Superstars – Silverbean. 

Silverbean is a search marketing and digital agency specialising in SEO & Social Media, PPC, CRO and Affiliate Program Management, and they’ve been rocking the hashtag all week, congratulations guys! 

Find out more about this week’s winners on their site: http://www.silverbean.com/

There’s been lots more action around the #TheDigitals hashtag this week, and we’ve welcomed a number of new faces to the top twenty, quite a feat when you remember we now have over 7,000 people battling it out for the chance to be on the judging panel for The Digitals Awards. 

Over the past seven days you’ve really upped your game, and we’ve seen some fantastic links to innovative, exciting and just plain useful stuff that’s helping define the digital marketing landscape. 

Of course, #TheDigitals leaderboard is all about sharing great content, so here are a few useful links that we saw pop up…

Making your marketing message ubiquitous

The dream of every marketeer is to make their message universally accessible to consumers. With the arrival of mobile devices that access the web is promises to be a reality. However, supporting all of these devices is going to be expensive unless we radically change our thinking.

The problem is that this kind of reach gets expensive. TV commercials, billboard ads and magazine advertorials all mount up. It’s just not possible to be that ubiquitous. It’s not possible to provide consumers access to information about you instantly wherever they are.

At least it wasn’t until mobile devices came along that allowed people web access wherever they were.

This week’s top six infographics

Once again we round up six of the best infographics we’ve seen this week.

The topics include how people share their data with brands, tailored marketing communications, online shopping in China, mobile streaming habits, and what advertisers really think of Facebook.

Gucci’s new mobile site is a case of style over user experience

Earlier this week Gucci rolled out its new mobile optimised site following several months of testing in the US market.

Since the initial US beta launch in December mobile conversion rates have increased by more than 70% and mobile revenue grew fourfold year-over-year.

The mobile site already accounts for 27% of total traffic to Gucci.com and 13% of total online revenue.

So clearly mobile commerce is important for Gucci, but has it has it provided a user experience to match?

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