tag:econsultancy.com,2008:/topics/strategy Latest Strategy content from Econsultancy 2017-03-28T16:45:16+01:00 tag:econsultancy.com,2008:ConferenceEvent/864 2017-03-28T16:45:16+01:00 2017-03-28T16:45:16+01:00 Supercharged: Marketers and Machines <p>Ready to help you uncover all you need to know about AI and how it can transform the way your business works, we bring you… Supercharged: Marketers and Machines. A one day, one-stop-shop, giving you the ultimate snapshot of AI integration within the marketing industry. Hear from brands already implementing it, experts in the field and best of all try out some of the tech!</p> tag:econsultancy.com,2008:BlogPost/68924 2017-03-23T11:31:46+00:00 2017-03-23T11:31:46+00:00 How ethical fashion brands are marketing to conscious consumers Nikki Gilliland <p>This extends beyond <a href="http://www.sustainablebrands.com/news_and_views/stakeholder_trends_insights/sustainable_brands/study_effectively_marketing_sustainabl">food and every day consumer goods</a> into clothing, too, with a multitude of fashion brands subsequently taking environmental and ethical factors into consideration during the production process.</p> <p>That being said, research suggests that it’s not always easy to market eco-friendly fashion. A Verdict study found that 20.2% of consumers say they would <a href="https://fashionunited.uk/news/fashion/consumers-praise-sustainable-fashion-but-unwilling-to-pay-premium-price-tag/2016091421768" target="_blank">refuse to pay more for sustainable clothing</a>, while 17.5% of consumers cite a lack of choice and 18.8% cite difficulty in finding it as reasons against. </p> <p>So, how are fashion brands convincing consumers that sustainability is the way to go? Here’s a run-down of how new and existing sites are promoting the message.</p> <h3>Helpsy</h3> <p>Helpsy is an ethical ecommerce brand that sells products that are as cool as they are eco-friendly. In fact, it uses this as the basis of its marketing message, with the aim of offering 'design-forward, cutting-edge fashion' that just so happens to have a positive social impact.</p> <p>Using the tagline ‘ethical fashion that’s dope’, it evidently has its sights set firmly on young consumers – a fact which is reflected in the type of products offered. With categories extending to Home and Beauty, it’s reminiscent of <a href="https://econsultancy.com/blog/66292-how-urban-outfitters-can-improve-in-joining-offline-with-online/" target="_blank">Urban Outfitters</a> (with a conscience).</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Gurl power <a href="https://t.co/gvF79JSv2Y">pic.twitter.com/gvF79JSv2Y</a></p> — HELPSY (@shopHELPSY) <a href="https://twitter.com/shopHELPSY/status/819980708932448257">January 13, 2017</a> </blockquote> <p>With design at the forefront, it aims to sell products based on their aesthetic qualities as well as ethical characteristics, signalling a key shift in the mindset of consumers.</p> <h3>Zady</h3> <p><a href="https://econsultancy.com/blog/65941-storytelling-brands-zady-s-sustainable-fashion-label/" target="_blank">Zady</a> is a brand borne out of resistance to fast fashion – retailers that prioritise speed over quality, and in turn contribute to environmental damage and forced labour. In contrast, Zady positions itself as a brand that prioritises ‘style over trends’ and comes with a stamp of quality across the board.</p> <p>While it is not necessarily as youth-inspired as Helpsy, Zady has recently been given a boost by the support of actress and UN ambassador Emma Watson, who recently collaborated with the brand on a range of bespoke clothing. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">The next piece in our Inspired by Emma Watson Collection has been revealed! Available for pre-order NOW. Thank you, @EmWatson! <a href="https://t.co/aPIa4YUjgL">pic.twitter.com/aPIa4YUjgL</a></p> — ZADY (@Zady) <a href="https://twitter.com/Zady/status/782977546015178753">October 3, 2016</a> </blockquote> <p>As well as acting as an advocate for the brand, Emma perhaps represents the type of consumer that the brand is hoping to target. In turn, by capitalising on the actor's <a href="https://econsultancy.com/blog/68409-four-key-trends-within-the-world-of-influencer-marketing/" target="_blank">social influence</a> the brand aims to capture the interest of consumers who aspire to be like her.</p> <h3>ASOS Made in Kenya</h3> <p>Unlike new or solely-ethical brands, <a href="https://econsultancy.com/blog/67823-what-makes-asos-s-online-customer-experience-so-enjoyable/" target="_blank">ASOS</a> is one example of an established retailer expanding its efforts in sustainability. Its ‘Made in Kenya’ line is created in partnership with SOKO – a Kenya-based manufacturer that provides women with fair wages, access to pre-school for their children and free medical care.</p> <p>The latest range for Spring/Summer 2017 draws on its origins, incorporating art work from local school children into its designs. As well as being a nice nod to where and how it has been produced, this builds on the ‘capsule’ aspect of the line, with the limited range of products also creating a sense of exclusivity to capture interest from consumers.</p> <p>While ASOS is not a brand that’s typically known for a dedication to eco-friendly fashion, it has a surprising amount of information about environmental and socio-economic issues on its site. The ‘corporate responsibility’ section outlines its commitment to fair trade as well as a range of related issues – which is sure to inspire and encourage consumers looking for ethical items.</p> <p><img src="https://assets.econsultancy.com/images/0008/4908/ASOS_corporate_responsibility.JPG" alt="" width="760" height="472"></p> <h3>Industry Of All Nations</h3> <p>One <a href="http://www.npr.org/sections/goatsandsoda/2016/01/07/462132196/do-these-jeans-make-me-look-unethical" target="_blank">psychological study</a> has shown that shaming consumers or making them feel bad about buying non-ethical clothing can actually have adverse effects. Instead of guilt leading to a change in behaviour, it can actually result in them dismissing or insulting those that promote the cause. </p> <p>Consequently, many retailers focus on empowering consumers, using storytelling to create a sense of overall authenticity. Industry Of All Nations is a good example of this approach, honing in on the background of the people that produce its products to drive its marketing message.</p> <p>By focusing on the stories of small manufacturers as opposed to the motivations of the consumer, the brand is able to bypass the sense that is telling people what to do, in turn creating an empowering tone rather than a preachy one.</p> <p><iframe src="https://player.vimeo.com/video/160840280" width="640" height="360"></iframe></p> <p><em><strong>Related article:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/68269-how-unilever-is-targeting-the-conscious-consumer/" target="_blank">How Unilever is targeting the ‘conscious consumer’</a></em></li> </ul> tag:econsultancy.com,2008:TrainingDate/3144 2017-03-21T10:44:31+00:00 2017-03-21T10:44:31+00:00 Content Marketing for Web, Mobile and Social Media <p>For your digital marketing to be effective you need to provide content that’s useful to your customers and that advances your business objectives in a measurable way. It is also vital to create high engagement by building and maintaining a community around your content. As users spend an increasing amount of time on a range of social media channels, brands need to understand where their users are most active and how they can interact and engage with them most effectively. </p> <p>All of this requires careful analysis and planning. The disciplines of content strategy provides the framework for ensuring that your content delivers on these essential requirements across all relevant digital platforms.</p> tag:econsultancy.com,2008:BlogPost/68912 2017-03-20T14:23:51+00:00 2017-03-20T14:23:51+00:00 About.com rebrands with new standalone sites to target different interests Nikki Gilliland <p>So, what’s behind the change? Here’s a bit more on the story, as well as why the move has so far proved successful.</p> <h3>New sites for a new user experience</h3> <p>About.com first launched in 1996 as a website featuring expert advice and information on a wide range of topics. While the formula proved to be successful for a number of years, the brand was reportedly floundering in the face of competing lifestyle publishers.</p> <p>Now separating its content into separate verticals, it is aiming to combine the authority of the former site with a more accessible and simple design. In other words, each site is designed to offer a user experience that complements the topic.</p> <p>For example, when it comes to the subject of money, a user might be more likely to search for a specific article rather than browse through categories. This is reflected in the direct nature of <a href="https://www.thebalance.com/">The Balance’s</a> main menu – About.com’s new financial site – which asks the user what exactly it is they’re looking to solve. </p> <p><img src="https://assets.econsultancy.com/images/0008/4827/The_Balance.JPG" alt="" width="760" height="372"></p> <p>On the other hand, someone interested in lifestyle content such as redecoration or food might be more open to discovery, as well as other mediums like video or photo galleries.</p> <p>The Spruce’s <a href="https://econsultancy.com/blog/68765-why-brands-should-be-making-more-use-of-pinterest/" target="_blank">Pinterest</a>-like design is highly effective for encouraging this less structured user experience. Content is separated into loosely labelled categories like ‘Must Reads for Pet Owners’ – designed to catch attention more than anything else - while each page contains a multitude of related articles.</p> <p><img src="https://assets.econsultancy.com/images/0008/4826/The_Spruce.JPG" alt="" width="760" height="389"></p> <p>Similarly, it is clear that The Spruce is designed to be inspirational as opposed to merely functional – something that was evidently missing from home articles on About.com.</p> <p>Another aim of the About.com rebrand appears to be to create spaces that users feel comfortable in, and removing the danger of feeling overwhelmed or overloaded with content.</p> <p><img src="https://assets.econsultancy.com/images/0008/4828/About.JPG" alt="" width="760" height="385"></p> <p>With many visitors landing on the site from social media or links on other sites, clarity over subject matter and navigation is also key – factors that each new site clearly strives to offer.</p> <h3>A positive response</h3> <p>So, how have users responded to the new sites? According to reports, The Spruce, The Balance and Lifewire all rank as top 10 websites in their respective sectors, all drawing in between 6m-10m unique users in the US each month. </p> <p>Similarly, Verywell – the new health site -  is seeing a clickthrough rate three times higher than its former incarnation on About.com.</p> <p>While <a href="https://econsultancy.com/blog/65455-why-you-need-an-evergreen-content-strategy/">evergreen content</a> means that the sites are still getting traffic from existing links, the rebrand does appear to encouraging greater traffic. </p> <p>What’s more, it is likely that the new sites will also encourage greater activity on social in the form of shares and user engagement. While About.com had both scope and notoriety, its size was becoming its downfall, with articles becoming lost and users failing to make any real connection to the overall brand.</p> <p>With even more vertical brands to launch soon, the next being travel site TripSavvy, About.com looks set to change its former reputation for good.</p> <p><em><strong>Related reading:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/63099-five-tips-for-a-successful-rebrand/" target="_blank">Five tips for a successful rebrand</a></em></li> <li><em><a href="https://econsultancy.com/blog/64991-five-ingenious-marketing-rebrands-that-changed-society/" target="_blank">Five ingenious marketing rebrands that changed society</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/68900 2017-03-16T14:58:00+00:00 2017-03-16T14:58:00+00:00 Ted Baker uses 360 video and Instagram Stories for new SS17 campaign Nikki Gilliland <p>Here’s a closer look at the various aspects of the campaign and why I think it works.</p> <h3>New season narrative on Instagram Stories</h3> <p>One of the most interesting things about Ted Baker is how it takes the opportunity to completely refresh its brand creative with each passing season. This means that it is able to ramp up interest on social, teasing fans with sneak peeks and first looks of the latest collections.</p> <p>This time, the campaign is centred around a comedy sitcom called ‘Keeping up with the Bakers’, featuring a fictional suburban family hiding a heap of secrets. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">There’s a new family in town. Watch the Spring 17 film that has everyone talking <a href="https://twitter.com/hashtag/meetthebakers?src=hash">#meetthebakers</a> <a href="https://t.co/deD1XqFItz">https://t.co/deD1XqFItz</a> <a href="https://t.co/u7VDsL7XiQ">pic.twitter.com/u7VDsL7XiQ</a></p> — Ted Baker (@ted_baker) <a href="https://twitter.com/ted_baker/status/838681641807724544">March 6, 2017</a> </blockquote> <p>Interestingly, the brand has chosen to use Instagram Stories to launch the sitcom in an <a href="https://econsultancy.com/blog/67977-four-examples-of-brands-using-an-episodic-content-marketing-strategy/">episodic format</a>, releasing daily content to capitalise on the platform’s storytelling element. It also worked with digital agency Poke to create this part of the campaign.</p> <p>As well as hooking the audience into the narrative, this also offers users the chance to get involved and potentially win prizes, providing a real incentive to follow the story to the very end.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">UFO sightings have been confirmed on Tailor’s Lane. Head to Instagram Stories to find out the classified information <a href="https://t.co/auSCp3J3s1">https://t.co/auSCp3J3s1</a> <a href="https://t.co/px7PpjCmQl">pic.twitter.com/px7PpjCmQl</a></p> — Ted Baker (@ted_baker) <a href="https://twitter.com/ted_baker/status/841725624293117952">March 14, 2017</a> </blockquote> <h3>Interactive windows in-store</h3> <p>While it has fewer stores than other competitor retailers, this fact has allowed Ted Baker to experiment more with <a href="https://econsultancy.com/blog/66591-ted-baker-s-virtual-store-what-is-the-point/" target="_blank">digital technology in its physical spaces</a> (as well as concentrate on a digital-first approach across the board).</p> <p>For its ‘Keeping up with the Bakers’ campaign, it has partnered with Nexus to create digital window displays in key Ted Baker stores in the UK. </p> <p>The windows include an interactive display that generates a photo and GIF when a passer-by places their hand on the glass screen. This focus on bringing the digital in-store is certainly something that sets the brand apart. While many other fashion retailers have also experimented with technology – such as <a href="https://econsultancy.com/blog/67962-zara-introduces-self-checkout-in-store-how-will-it-impact-the-customer-experience/" target="_blank">Zara introducing self-checkout</a> into its stores, for example – Ted Baker’s approach aims to be fun and creative rather than purely functional. </p> <p>Granted, a shareable GIF is not necessarily ground-breaking, but in the context of a busy shopping location it cleverly drives footfall as well as sticks in the mind of consumers.</p> <p><img src="https://assets.econsultancy.com/images/0008/4710/Ted_Baker.JPG" alt="" width="750" height="607"></p> <h3>360-degree shoppable film</h3> <p>The final part of the campaign is a shoppable film – a tactic <a href="https://econsultancy.com/blog/68275-ted-baker-unveils-shoppable-video-google-voice-search-stunt-for-aw16-campaign/" target="_blank">previously used by Ted Baker</a> to increase shopper engagement and drive online purchases. However, unlike past examples, the brand has this time incorporated 360-degree technology to further immerse users into the Bakers' world.</p> <p>Meanwhile, the brand has also added a VR-element, allowing viewers to use Google Cardboard to bring the story to life.</p> <p>While the virtual reality aspect is entertaining, I think the chance to experience the shoppable video in 360-degrees is what truly elevates it to another level. <a href="https://www.thinkwithgoogle.com/articles/360-video-advertising.html" target="_blank">Google suggests</a> that 360-degree video typically results is a higher click through rate, as well as a greater amount of engagement in the form of social shares. </p> <p><iframe src="https://www.youtube.com/embed/ZSSfIlQnZb8?wmode=transparent" width="854" height="480"></iframe></p> <p>It’s not difficult to see why Ted Baker has made use of the technology. With most fashion brands relying on traditional marketing, Ted Baker's innovative approach continues to make it one of the most interesting brands around.</p> tag:econsultancy.com,2008:BlogPost/68888 2017-03-14T10:08:00+00:00 2017-03-14T10:08:00+00:00 Six examples of Mother’s Day marketing from online retailers Nikki Gilliland <p>Here are a few Mother’s Day campaigns that have caught my eye, including activity online, via email and social.</p> <h3>The Body Shop</h3> <p>With L’Oréal reportedly planning to sell it on, the future of the Body Shop hangs in the balance. Meanwhile, the brand has been attempting to counteract negativity with a strong multichannel campaign for Mother’s Day.</p> <p>Built around the #GotItFromHer hashtag, it encourages users to share photos of the women that have passed on quirky and empowering traits. The email creative is also one of the strongest to land in my inbox, making a refreshing change from the standard images of product-heavy gift guides.</p> <p><img src="https://assets.econsultancy.com/images/0008/4576/Mothers_Day.JPG" alt="" width="500" height="666"></p> <h3>Interflora</h3> <p>Mother’s Day is unsurprisingly a busy time for flower retailers, with brands typically ramping up marketing activity in the run up. This year is no exception, with Interflora releasing video content as long as a month ago.</p> <p>Created as part of its #ChallengeTheFlorist series, the video sees an Interflora-employed florist creating a spring bouquet by special request. While it’s certainly not the most impressive or slick style of video content, its behind-the-scenes element – showcasing the expertise of its employees – is used to effectively instil confidence in the quality of the product.</p> <p><iframe src="https://www.youtube.com/embed/fpHlMqul--M?wmode=transparent" width="854" height="480"></iframe></p> <h3>Marks &amp; Spencer</h3> <p><a href="https://econsultancy.com/blog/67883-marks-spencer-what-does-putting-the-customer-at-the-heart-of-everything-mean/" target="_blank">Marks &amp; Spencer</a> has been using extra incentives to drive flower sales, with free chocolates worth £5 for early bird flower orders.</p> <p>While this is sure to pique the interest of consumers searching for deals, M&amp;S’s online gift guide is also one of the best examples of its kind.</p> <p>Nicely showcasing its product range, the guide draws attention to under-the-radar categories like cards and sweet treats – not something online shoppers might even realise they could order online. By including them here, M&amp;S is likely to increase add ons or <a href="https://econsultancy.com/blog/68877-how-retailers-are-capturing-the-loyalty-of-impulse-shoppers/" target="_blank">impulse purchases</a>. </p> <p><img src="https://assets.econsultancy.com/images/0008/4578/M_S.JPG" alt="" width="680" height="548"></p> <h3>Paperchase</h3> <p>You might pop into Paperchase for a Mother’s Day card, but you probably wouldn’t turn to the brand for an actual gift. This is the idea behind Paperchase’s main Mother’s Day marketing push, which cleverly encourages users to get crafty in celebration of their mum. </p> <p>Created by expert crafter Emily Dawes, its blog on ‘quilling’ tells users how to create their very own paper creation in the form of a heart. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">We've teamed up with the lovely Emily Dawe to show you how to make a Mother's Day gift with heart. Give it a twirl: <a href="https://t.co/S8kV8npluy">https://t.co/S8kV8npluy</a> <a href="https://t.co/Tuekoa2dx0">pic.twitter.com/Tuekoa2dx0</a></p> — Paperchase (@FromPaperchase) <a href="https://twitter.com/FromPaperchase/status/839484730538082305">March 8, 2017</a> </blockquote> <p>As well as being a nice example of online content, it also prompts users to think differently about the brand, effectively pushing them towards its Art and Craft category.</p> <p><img src="https://assets.econsultancy.com/images/0008/4581/Paperchase_Journal.JPG" alt="" width="680" height="504"></p> <h3>Pandora</h3> <p>Pandora is another brand using Mother’s Day to ramp up engagement on social media. This year, it has created the ‘Pandora Mum Awards’, asking users to upload an image to Twitter or Instagram with the hashtag #DOTreatMum. </p> <p>Using the incentive of a Virgin Experience Days package for two and £50 gift card, it’s a clever (if slightly predictable) way of capturing consumer data during a key time period.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/PANDORA_UK">@PANDORA_UK</a> <a href="https://twitter.com/VirginExp">@VirginExp</a> <a href="https://twitter.com/hashtag/DOTreatMum?src=hash">#DOTreatMum</a> she's been making me laugh 'til I pee my pants for 40 years! I love all her jokes, good and bad! <a href="https://t.co/5KkPF7UU3p">pic.twitter.com/5KkPF7UU3p</a></p> — Olivia Kirby (@sayhelloflo) <a href="https://twitter.com/sayhelloflo/status/839894453548642307">March 9, 2017</a> </blockquote> <h3>Etsy</h3> <p>Lastly, Etsy deserves a mention for its comprehensive gift guide, which I particularly like for its inclusive nature.</p> <p><img src="https://assets.econsultancy.com/images/0008/4604/Etsy.JPG" alt="" width="760" height="710"></p> <p>While most brands tend to go down the traditional route, Etsy recognises that mother figures of all kinds should be celebrated, highlighting gifts for mothers-in-law, step mums and even new mums.</p> <p>This is effective for showcasing the varied array of products on offer, as well as encouraging all consumers to buy.</p> <p><img src="https://assets.econsultancy.com/images/0008/4603/Etsy_2.JPG" alt="" width="760" height="575"></p> tag:econsultancy.com,2008:TrainingDate/3139 2017-03-10T08:20:38+00:00 2017-03-10T08:20:38+00:00 Content Marketing for Web, Mobile and Social Media - Malaysia <p>Brands are increasingly turning to content driven marketing strategies to gain marketplace attention and increase customer engagement in a multi-channel environment. For your marketing to be effective in 2015 and beyond, you will need to provide content that's useful to your customers and that advances your business objectives in a measurable way. It is also vital to create high engagement by building and maintaining a community around your content. </p> <p>The discipline of content marketing provides the framework for ensuring that your content delivers on these essential requirements across all relevant traditional and digital platforms. In addition to covering the basic principles of content marketing, this 3-day workshop seeks to address the challenges of marketers in developing a content strategy and help marketers to create a realistic and sustainable content plan.</p> tag:econsultancy.com,2008:TrainingDate/3136 2017-03-10T08:15:51+00:00 2017-03-10T08:15:51+00:00 Content Marketing for Web, Mobile and Social Media - Malaysia <p>Brands are increasingly turning to content driven marketing strategies to gain marketplace attention and increase customer engagement in a multi-channel environment. For your marketing to be effective in 2015 and beyond, you will need to provide content that's useful to your customers and that advances your business objectives in a measurable way. It is also vital to create high engagement by building and maintaining a community around your content. </p> <p>The discipline of content marketing provides the framework for ensuring that your content delivers on these essential requirements across all relevant traditional and digital platforms. In addition to covering the basic principles of content marketing, this 3-day workshop seeks to address the challenges of marketers in developing a content strategy and help marketers to create a realistic and sustainable content plan.</p> tag:econsultancy.com,2008:TrainingDate/3134 2017-03-10T08:12:40+00:00 2017-03-10T08:12:40+00:00 Content Marketing for Web, Mobile and Social Media - Singapore <p>Brands are increasingly turning to content driven marketing strategies to gain marketplace attention and increase customer engagement in a multi-channel environment. For your marketing to be effective in 2016 and beyond, you will need to provide content that's useful to your customers and that advances your business objectives in a measurable way. It is also vital to create high engagement by building and maintaining a community around your content. </p> <p>The discipline of content marketing provides the framework for ensuring that your content delivers on these essential requirements across all relevant traditional and digital platforms. In addition to covering the basic principles of content marketing, this 2-day workshop seeks to address the challenges of marketers in developing a content strategy and help marketers to create a realistic and sustainable content plan.</p> tag:econsultancy.com,2008:TrainingDate/3127 2017-03-10T08:00:12+00:00 2017-03-10T08:00:12+00:00 Content Marketing for Web, Mobile and Social Media - Singapore <p>Brands are increasingly turning to content driven marketing strategies to gain marketplace attention and increase customer engagement in a multi-channel environment. For your marketing to be effective in 2016 and beyond, you will need to provide content that's useful to your customers and that advances your business objectives in a measurable way. It is also vital to create high engagement by building and maintaining a community around your content. </p> <p>The discipline of content marketing provides the framework for ensuring that your content delivers on these essential requirements across all relevant traditional and digital platforms. In addition to covering the basic principles of content marketing, this 2-day workshop seeks to address the challenges of marketers in developing a content strategy and help marketers to create a realistic and sustainable content plan.</p>