tag:econsultancy.com,2008:/topics/strategy Latest Strategy content from Econsultancy 2016-12-05T08:25:13+00:00 tag:econsultancy.com,2008:TrainingDate/3124 2016-12-05T08:25:13+00:00 2016-12-05T08:25:13+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/3119 2016-12-05T07:35:22+00:00 2016-12-05T07:35:22+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/3118 2016-12-05T07:32:53+00:00 2016-12-05T07:32:53+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/3111 2016-12-02T05:28:22+00:00 2016-12-02T05:28:22+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:BlogPost/68571 2016-11-29T14:52:13+00:00 2016-11-29T14:52:13+00:00 Content marketing in financial services: A look at Experian’s use of Facebook Video Nikki Gilliland <p>However, Experian UK – known for its credit score services – is trying to persuade people otherwise.</p> <p>It’s been doing some interesting things with Facebook video lately. Here’s a bit of insight into what’s been working (and what might be missing the mark).</p> <h3>Real-time and relatable elements</h3> <p>The first thing that strikes me about Experian’s Facebook page is just how active it is. </p> <p>Let’s not forget, while it does offer consumers information about mortgages and loans, Experian UK is built on the single service of credit checks and scores. </p> <p>So, it’s easy to wonder - just how much content can it produce based on that?</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FExperianUK%2Fvideos%2F1110788808993140%2F&amp;show_text=0&amp;width=400" width="400" height="400"></iframe></p> <p>The answer is a surprising amount, which immediately goes in its favour when you compare it to competitors like Clear Score and Equifax.</p> <p>But how does a financial services company find so much to talk about? Experian has managed to strike a good balance of content based on real-time and topical elements.</p> <p>While some of its videos about credit scores have generated a good amount of views and engagement, the most-watched tend to be about topical subjects in the news, such as the recent Autumn statement from the UK government, or just general and relatable financial topics like how expensive holidays can be.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FExperianUK%2Fvideos%2F1143962865675734%2F&amp;show_text=0&amp;width=400" width="400" height="400"></iframe></p> <p>Highly active <em>and</em> in tune with what users are talking about – it’s a good basis for any brand on Facebook.</p> <h3>Short duration and subtitles</h3> <p>Now, moving on to more specific elements that Experian uses to engage with users.</p> <p>With up to 47% of value being delivered in the first three seconds of a video, it is vital that brands grab the user’s attention as quickly as possible. </p> <p>Similarly, due to <a href="https://econsultancy.com/blog/67442-how-to-create-facebook-video-ads-that-cater-for-silent-autoplay/">silent autoplay</a>, it is important for the message to be communicated clearly.</p> <p>Using captions or subtitles is one of the best ways to ensure both, reportedly increasing video view time by an average of 12%.</p> <p>Experian UK has only used this feature on a select few videos, however with increased views it appears to be an effective strategy for the brand.</p> <p>As well as engaging the user's attention as they scroll down in their feed, it ensures they are able to consume the content regardless of what environment they are in.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FExperianUK%2Fvideos%2F1242833245788695%2F&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <p>Next, as most of Experian’s most-watched videos tend to be around a minute in length, a short and snappy (but not too short) duration could also be an effective tactic.</p> <p>Whether this is directly related to the amount of views is unclear – especially as I am not taking into consideration whether posts are boosted or sponsored - however it is just an interesting observation on face value.</p> <h3>Regular series</h3> <p>Lastly, while Experian’s videos featuring the opinions of the public are popular, users appear to engage with more professionally produced videos such as the #AskExperian series.</p> <p>When it comes to financial matters, it appears people want straightforward advice, explained in an equally easy-to-understand way.</p> <p>A high-profile or authority figure works too, of course.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FExperianUK%2Fvideos%2F1064816766923678%2F&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <p>By featuring the concerns of real-life consumers, there is also a highly relatable aspect to these videos. Seeing other people ask the same questions you might have is a comforting thought, and in turn provides users with an immediate incentive to watch.</p> <p>I recently wrote about how Nationwide is also using this tactic on Tumblr, which you can <a href="https://econsultancy.com/blog/68410-how-nationwide-is-using-tumblr-to-target-a-younger-generation/" target="_blank">read about here</a>.</p> <p>We can also see how creating a longer series of linked videos, rather than just a one-off, can be more effective for getting users invested. What's more, if people are enjoying content regularly, they're also more likely to share it.</p> <p>The ‘three generation’ series is a particularly good example, using a sense of family sentimentality to elevate the core subject matter of money.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FExperianUK%2Fvideos%2F1057635000975188%2F&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <h3>Hit or miss</h3> <p>So, we've discussed the good – but what about what isn’t working for Experian?</p> <p>Interestingly, the brand’s experimentation with <a href="https://econsultancy.com/blog/67808-10-pioneering-examples-of-brands-using-facebook-live/" target="_blank">Facebook Live</a> seems to have fallen flat, generating minimal views and engagement.</p> <p>This could be due to a lack of proper promotion. Without letting people know about a livestream in advance, it is likely to have passed users by.</p> <p>Similarly, the longer duration of around 15-16 minutes is probably going to put people off from watching it once the stream has ended.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FExperianUK%2Fvideos%2F1011658808906141%2F&amp;show_text=0&amp;width=400" width="400" height="400"></iframe></p> <h3>In conclusion…</h3> <p>A financial brand with a refreshing approach to video – there’s a lot to appreciate about Experian’s social strategy.</p> <p>Unafraid to experiment with a light-hearted tone, but always remaining informative and easy-to-consume, it’s generated strong engagement from users.</p> <p>While it might not be the most exciting brand, it makes the topics of credit checking a little easier to stomach.</p> <p><em>For more on this topic, see:</em></p> <ul> <li><a href="https://econsultancy.com/reports/digital-transformation-in-the-financial-services-sector-2016/"><em>Digital Transformation in the Financial Services Sector</em></a></li> <li><a href="https://econsultancy.com/reports/digital-trends-in-the-financial-services-and-insurance-sector-2016/"><em>Digital Trends in the Financial Services and Insurance Sector</em></a></li> </ul> tag:econsultancy.com,2008:BlogPost/68552 2016-11-22T14:15:00+00:00 2016-11-22T14:15:00+00:00 Why Lidl's Xmas 'Social Price Drop' campaign is no turkey Nikki Gilliland <p>‘Social Price Drop’ is designed to help consumers spend a little less this year. </p> <p>Here’s a bit more info on it as well as a few reasons why it’s a great bit of social marketing.</p> <h3>Tweets for turkeys</h3> <p>Lidl’s new Twitter campaign offers a way for consumers to drive down the prices of products – simply by talking about them.</p> <p>Essentially, the more people tweet about a product, the lower its price will drop.</p> <p>The supermarket is kicking things off this week with a Christmas lobster, which usually retails at £5.99. In the three weeks that follow, three additional products will be put up for the drop.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">This Christmas, the more you tweet, the more the price drops. So get tweeting...! <a href="https://twitter.com/hashtag/LidlSurprises?src=hash">#LidlSurprises</a> Learn more here: <a href="https://t.co/wEtE7YhrEz">https://t.co/wEtE7YhrEz</a> <a href="https://t.co/9kPpKktolo">pic.twitter.com/9kPpKktolo</a></p> — Lidl UK (@LidlUK) <a href="https://twitter.com/LidlUK/status/800609791777325056">November 21, 2016</a> </blockquote> <h3>A social first?</h3> <p>I could be wrong, but I’ve never heard of a UK supermarket partaking in this kind of activity on Twitter before.</p> <p>I have heard of other brands doing it – Uniqlo launched a very similar scheme called ‘Lucky Counter’ a few years ago – but it’s being touted as a ‘social first’ for Lidl.</p> <p>The details are a little blurry. Though we know the first item can be reduced to a minimum of £2.99, it isn’t clear how many tweets are needed for this to happen. </p> <p>Despite this, the overall scheme demonstrates Lidl’s refreshing approach to social media.</p> <p>When you compare it with Sainsbury’s or Tesco - neither are doing anything as interesting at the moment.</p> <h3>Inspires excitement</h3> <p>Each Wednesday, the final price will be announced on Facebook and Twitter, giving customers the chance to plan their shop before it becomes available in-store on the Saturday.</p> <p>The campaign has already garnered a lot of interest on Twitter – and this is the reason it works so well.</p> <p>By generating awareness and rewarding consumers at the same time, it is valuable for both the consumer and the brand.</p> <p>Instead of counting on initial buzz, the fact that it continues in the run-up to Christmas means it is likely to sustain user interest and engagement throughout December. </p> <p>Lidl are also clearly hoping that word-of-mouth will help this to increase as time goes on.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Hey! <a href="https://twitter.com/LidlUK">@LidlUK</a> This is a great idea. Can't wait until Saturday. <a href="https://twitter.com/hashtag/Lobster?src=hash">#Lobster</a> bibs at the ready!!</p> — Nathan Armour (@Delvis_69) <a href="https://twitter.com/Delvis_69/status/800780592619094017">November 21, 2016</a> </blockquote> <h3>Rewarding customers</h3> <p>As well as being an innovative social marketing strategy, Lidl’s Social Price Drop taps into the brand’s core appeal, extending its reputation as a supermarket that cares about its customers.</p> <p>Lidl is loved for being affordable – so why not make it even more so?</p> <p>At a time when many people struggle with spending over the odds, it is the perfect opportunity to reward customers with even more value.</p> <p>By putting the power into the hands of the public, it also makes customers feel like their input is important.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/LidlUK">@LidlUK</a> <a href="https://twitter.com/ChrisGrose2">@ChrisGrose2</a> <a href="https://twitter.com/HelenRTurner32">@HelenRTurner32</a> <a href="https://twitter.com/turnerjaksquin">@turnerjaksquin</a> I'm going to have my first taste of lobster this weekend now!</p> — Vi (@DarthVidahoo) <a href="https://twitter.com/DarthVidahoo/status/800674643602354177">November 21, 2016</a> </blockquote> <h3>In conclusion</h3> <p>Lidl’s social activity nicely complements its current #LidlSurprises TV campaign. </p> <p>Reaffirming the supermarket’s customer-centric approach to marketing, it's a good example of a brand utilising Twitter to reward customers.</p> <p>With Unilever's recent price hike also resulting in a wave of negativity on social - it's certainly come at the right time.</p> <p><strong><em>Related articles:</em></strong></p> <ul> <li><em><a href="https://econsultancy.com/blog/65996-how-lidl-used-storytelling-to-alter-the-brand-perception/" target="_blank">How Lidl used storytelling to alter the brand perception</a></em></li> <li><em><a href="https://econsultancy.com/blog/65423-four-reasons-to-admire-the-lidlsurprises-campaign/" target="_blank">Four reasons to admire the #LidlSurprises campaign</a></em></li> <li><em><a href="https://econsultancy.com/blog/65473-aldi-vs-lidl-how-do-they-use-facebook-and-twitter/" target="_blank">Aldi vs. Lidl: how do they use Facebook and Twitter?</a></em></li> <li><em><a href="https://econsultancy.com/blog/66602-do-supermarkets-know-what-online-customers-want/" target="_blank">Do supermarkets know what online customers want?</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/68536 2016-11-21T11:00:00+00:00 2016-11-21T11:00:00+00:00 How Glossier has used Instagram to create a cult following Nikki Gilliland <p>Now with over 320,000 followers on Instagram, it has attracted a loyal and dedicated customer-base in just two years since its launch.</p> <p>Here’s a bit more on how it has used the platform to build hype and engagement with beauty consumers.</p> <h3>From blog to ecommerce brand</h3> <p>Glossier was founded by Emily Weiss – a former styling assistant for Vogue and the founder of the online magazine Into the Gloss.</p> <p>Borne out of the realisation that most beauty brands were out of touch with how women interacted with make-up – Into the Gloss focuses on giving relatable advice and insight into the beauty routines of famous faces.</p> <p>On the back of its success, Emily launched Glossier – an ecommerce company selling a limited and ‘holy grail’ range of skincare for women.</p> <p><img src="https://assets.econsultancy.com/images/0008/1549/Glossier_2.JPG" alt="" width="760" height="338"></p> <p>The hype around Glossier was feverish from the start.</p> <p>Garnering 13,000 Instagram followers before the products were even launched on its main ecommerce site - it built on the blog’s existing authority to entice consumers in early.</p> <p>Instead of images of the products themselves, most of the teaser posts were designed to establish the brand’s now-recognisable aesthetic, as well as help determine it.</p> <p>An early Instagram post of four different types of of pink bubble wrap encouraged users to vote for their favourite shade.</p> <p>Overall, it rolled out over 125 Instagram posts prior to launch, including everything from logos to flowers and colour swatches of its now-famous ‘Glossier pink’.</p> <p>Not only did this help to build excitement, but it also meant that consumers could play a part in the brand’s evolution.</p> <p><img src="https://assets.econsultancy.com/images/0008/1550/Glossier_flyer.JPG" alt="" width="760" height="667"></p> <h3>Relatable tone of voice</h3> <p>Choosing to largely bypass traditional offline marketing, Glossier relies on Instagram to reach and engage with online consumers.</p> <p>Instead of simply posting images, it also uses its distinct <a href="https://econsultancy.com/blog/67268-how-to-achieve-the-right-tone-of-voice-for-your-brand/" target="_blank">tone of voice</a> to further convey the brand’s identity and values.</p> <p>Glossier’s tone of voice is one of the brand’s most-loved characteristics. In a <a href="https://econsultancy.com/blog/68528-how-fashion-magazines-are-adapting-to-the-influence-of-digital/" target="_blank">recent panel discussion at Web Summit</a>, it was cited as a great example of how to effectively engage with an audience.</p> <p>So, how exactly does it speak? </p> <p>Quite simply, like anyone who might buy its products.</p> <p>Using a casual and cool tone across all its channels, this extends to Instagram, where emoji’s and short and snappy copy is included in most captions.</p> <p> <img src="https://assets.econsultancy.com/images/0008/1553/Glossier_3.JPG" alt="" width="760" height="459"></p> <h3>Direct connection with consumers</h3> <p>Unlike brands that use Instagram as a one-way promotional tool, Glossier uses it to start two-way conversations with consumers.</p> <p>It uses the platform to continuously measure feedback, even taking comments into consideration to shape and inform product launches. </p> <p>The Milky Jelly Cleanser was launched a year after Into The Gloss published an article titled: “What’s Your Dream Cleanser?”</p> <p>But as well as requesting information from users, Glossier also makes sure that it answers back.</p> <p>It is not unusual for Instagram followers to receive direct replies on their comments.</p> <p>Not only does this extend the brand’s reputation for <a href="https://econsultancy.com/blog/67620-three-customer-service-techniques-that-would-even-please-restoration-hardware-s-ceo/" target="_blank">great customer service</a>, but it creates a personal and memorable moment for users and in turn helps to increase brand loyalty. </p> <p><img src="https://assets.econsultancy.com/images/0008/1551/Glossier_conversation.JPG" alt="" width="760" height="488"></p> <h3>Encouraging user-generated content</h3> <p>Lastly, Glossier’s dedication to Instagram can even be seen in the design of its products – purposely created so that consumers will want to take photographs of them.</p> <p>Understated and minimal, the products are lusted after for their appearance as much as they are for their practical purpose.</p> <p>While Glossier has been accused of capitalising on hype by some naysayers, using its ‘cool girl’ brand status to dupe consumers, there is no doubting the excitement it generates.</p> <p>Often likened to Apple product launches, its latest make-up release was met with unprecedented demand. Its eyebrow gel had a waiting list of 10,000 – unheard of for such a young and small-scale beauty brand.</p> <p>If you type in the hashtag #glossierpink on Instagram, you’ll be met with thousands of images from fans documenting the famous hue. </p> <p>In the increasingly digital world of beauty – this kind of <a href="https://econsultancy.com/blog/67547-10-excellent-examples-of-user-generated-content-in-marketing-campaigns/" target="_blank">user-generated content</a> can be far more valuable than traditional marketing.</p> <p>What's more, it demonstrates just how powerful a strategic brand Instagram presence can be.</p> <p><img src="https://assets.econsultancy.com/images/0008/1556/Glossier_customer.JPG" alt="" width="760" height="557"></p> <p><em><strong>Now read:</strong></em></p> <ul> <li><a href="https://econsultancy.com/blog/65988-seven-creative-ways-you-can-use-branded-content-on-instagram/">Seven ways to use branded content on Instagram</a></li> </ul> tag:econsultancy.com,2008:BlogPost/68539 2016-11-17T14:28:23+00:00 2016-11-17T14:28:23+00:00 How are disruptive brands redefining marketing? Nikki Gilliland <p>We’ve gathered insight from six executives from the <a href="https://econsultancy.com/reports/top-100-disruptive-brands-2016/" target="_blank">Top 100 Disruptive Brands</a> list, a report produced in association with Marketing Week.</p> <p>You can watch the full interviews in the video below – or read on for a summary of what they said.</p> <p><iframe src="https://player.vimeo.com/video/191140074" width="640" height="360"></iframe></p> <h3>Focusing on the right channel</h3> <p>While startups are typically small in terms of budget and scale, Justin Basini, the co-founder and CEO of Clear Score, explained how this doesn’t necessarily mean you have to put limitations on your marketing model. </p> <p>Or, that digital channels have to be the only way forward.</p> <blockquote> <p>What’s unique and different about the way we approach marketing at Clear Score is that we have focused from our earliest days on how we get to scale as quickly as possible.</p> <p>Ironically, we didn’t do any of the normal startup marketing that you might expect, like Facebook, PPC, Google.</p> <p>We went straight onto TV – and the reason we could do that was because we had a bunch of people around the table and we’d raised enough money to really go into the market hard.</p> </blockquote> <h3>Capitalising on word-of-mouth</h3> <p>Copa90 is a company that relies on the enthusiasm of its audience to further its own marketing. </p> <p>Building on word-of-mouth recommendations and online search interest, CTO James Kirkham described how it uses its own content as the biggest tool in its arsenal.</p> <blockquote> <p>So much of Copa90's marketing is built around our own shows. They are flagship pieces that fans look to find themselves - they have their own viewerships and become marketing properties in their own right. </p> </blockquote> <p>For Eren Ozagir, founder and CEO of Push Doctor, the unique nature of his company’s product creates a similarly unique approach to marketing.</p> <blockquote> <p>I know people think ‘marketing healthcare has been done for years and years’. </p> <p>Yes, as an insurance product, but not as a fully packaged digital experience. And so, there are very few people that have been pushing the boundaries on Facebook to directly acquire customers [in this way]. </p> </blockquote> <h3>Using personalisation and education</h3> <p>Many of the executives interviewed spoke about how their marketing models are based on delivering something of value.</p> <p>For Kirsty Emery, the co-founder of Unmade, this is creating promotional videos to help guide customers as well as raise awareness about what the company does.</p> <blockquote> <p>For us, because the customer is involved in every single area... we have to be able to talk to them and show them how to go along this process.</p> <p>A lot of what we do is very visual and dynamic, so we make a lot of videos to help our customers, so they can see how to use the site, where to click, what to do, etc. </p> </blockquote> <p>Similarly, Andy Hobsbawm, co-founder and CEO of Evrythng, focuses on tapping into people’s interest but <em>lack</em> of knowledge in the technology sector.</p> <blockquote> <p>The way we approach marketing is shaped a lot by the market itself, which is in a certain stage of evolution.</p> <p>So, because it’s emerging, and people’s understanding of the Internet of Things and the possibilities of smart products is changing all the time – part of what we do is rooted in education.</p> </blockquote> <h3>Investing wisely</h3> <p>Finally, Stephen Rapoport, founder of Pact, takes a much more measured approach.</p> <p>Focusing on performance marketing, he explains how having a detailed and comprehensive plan for investment is the key to the company’s growth. </p> <blockquote> <p>I know exactly what the return on investment of every pound I spend will be and over what period of time. </p> <p>That is incredibly powerful because it means we can make trading decisions in real time, about where our next marketing pound is spent, and exactly what we need to optimise for at that point in time – whether it is payback, ROI, top line growth. </p> <p>If you look at the coffee brands with who we are competing and we are a speck of dust in terms of size and budget and resource. All we have is nimbleness and insight.</p> </blockquote> tag:econsultancy.com,2008:BlogPost/68528 2016-11-15T10:30:02+00:00 2016-11-15T10:30:02+00:00 How fashion magazines are adapting to the influence of digital Nikki Gilliland <p>I recently attended a panel discussion at Web Summit to hear how fashion magazines are adapting to the growing influence of digital.</p> <p>The speakers were Jo Elvin, editor-in-chief of Glamour magazine, Christene Barberich, co-founder &amp; global editor-in-chief of Refinery29 and Laura Bradley, editorial director of Dazed Media.</p> <p>Here are a few of the most interesting points raised.</p> <h3>Start with the story – not the channel</h3> <p>While fashion magazines might have separate editorial teams for print and digital, the lines between the two are becoming increasingly blurred.</p> <p>Speaking about how Glamour approaches digital content, Jo Elvin said that the key is to start with the story first – and think about the platform or channel later.</p> <p>Instead of thinking 'we need to create a presence on Pinterest', it should be 'what do we want to say and why?'</p> <p>These questions should be the starting point for every article or feature in order to feel authentic and relevant to the reader.</p> <p>The concept of storytelling is not something that should only be considered by fashion brands either, but the magazines writing about them, too.  </p> <p>Christene Barberich elaborated on this, explaining how Refinery29 strives to speak about fashion in the wider context of readers' lives – not just in line with the changing seasons. </p> <p>Similarly, as the audience interested in fashion tends to be smaller than general lifestyle, Refinery29 uses the vertical in relation to others like beauty, health and entertainment.</p> <h3>Finding the right platform</h3> <p>Further to the subject of storytelling, Laura Bradley spoke about how the pressure to be present on a multitude of social media channels can be overwhelming. </p> <p>Consequently, it is important to stick to the platforms that best suit the magazine’s style and that the audience responds to the most.</p> <p>For Dazed Media, this is undoubtedly Instagram.</p> <p>As a lifestyle-orientated channel, it enables the brand to create a world for users to become immersed in and to return to on a regular basis. </p> <p><img src="https://assets.econsultancy.com/images/0008/1469/Dazed_Instagram.JPG" alt="" width="750" height="712"></p> <p>Alongside Dazed’s multiple accounts, such as Dazed Fashion and Nowness, the company’s writers and editors often use their own personal accounts to further the brand’s presence online. </p> <p>Some use it to curate funny videos or to celebrate their own sense of style, but whatever the topic, it helps to bring a personal touch to the wider brand. </p> <p>Laura also explained how, more often than not, she also responds to the brands that place less emphasis on the product, and instead focus on the setting, surroundings, or general aesthetic of an image.</p> <p>She cited Glossier, the cult beauty brand that started life on Instagram, as a great example of this. </p> <p>Its feed is full of understated posts ranging from flowers to subtly made-up faces – but the products themselves are barely there.</p> <h3>Embracing tone of voice</h3> <p>Is there a difference between writing for digital and print? According to Jo Elvin, the answer is no. </p> <p>While many people assume that writing for online is always fast-paced and focused on short and snappy features, she explained how Glamour no longer differentiates between the print and digital reader.</p> <p>Instead of being entirely separate entities, the magazine’s teams work together to ensure that <a href="https://econsultancy.com/blog/67149-how-to-create-simple-brand-tone-of-voice-guidelines-for-twitter/">the tone of voice</a> is consistent across the board.</p> <p>On this topic, the discussion moved to the importance of having a distinct tone of voice – as well as what <em>kind</em> of voice works best when it comes to digital.</p> <p>The panel agreed that, while it might not suit luxury or high-end fashion, a relatable and relaxed tone is often the most successful. </p> <p>Magazines like Glamour aren’t afraid to use emojis or write in the first person because it knows that the audience does too.</p> <p>The key is tapping into the voice of the reader and being a reflection of this.</p> <p>Interestingly, Glamour has recently experimented with podcasts having found that the medium works well with its informal, chatty nature.</p> <p><img src="https://assets.econsultancy.com/images/0008/1470/Glamour_podcast.JPG" alt="" width="750" height="433"></p> <p>Emphasising the importance of a conversational and relatable tone of voice, Laura also added how magazines are using social media to provide customer service as well as great content. </p> <p>If a reader wants to find out about a particular product release, for example, Twitter is the perfect platform to establish this connection.</p> <h3>Social influencers are not the enemy</h3> <p>Finally, the panel commented on the recent controversy surrounding <a href="https://www.theguardian.com/media/2016/sep/29/vogue-editors-declare-war-fashion-bloggers" target="_blank">Vogue’s criticism of fashion bloggers</a>, and the impact of social influencers in general.</p> <p>The general consensus was that Vogue appears wildly out of touch.</p> <p>Speaking about the early days of Glamour, Jo Elvin explained how many people were sceptical about its potential for success, especially when the market was already flooded with women’s magazines.</p> <p>However, she firmly believes that there will always be room for quality - and the same principle applies to influencers.</p> <p>With many dedicating years to building their own mini-brands, there’s no reason why a blogger can’t have the same authority as someone who works for the biggest fashion magazine in the world.</p> <p><a href="https://econsultancy.com/blog/66560-what-are-influencers-and-how-do-you-find-them/" target="_blank">Social media influencers</a> simply add to the fabric of the fashion industry, reflecting what readers are interested in and how they are able to connect to it. </p> <p>Instead of criticising it, it is clear that this new competitive (and digitally-focused) reality needs to be embraced. </p> tag:econsultancy.com,2008:BlogPost/68423 2016-10-21T11:45:54+01:00 2016-10-21T11:45:54+01:00 How fashion and travel are leading the way in m-commerce Gregory Gazagne <p><a href="http://www.deloitte.co.uk/mobileuk/">Deloitte’s Mobile Consumer Survey</a> found that UK citizens look at their smartphones over a billion times a day, declaring that “no other personal device has had the same commercial and societal impact as the smartphone, and no other device seems likely to.”</p> <p>Around the same time in late September the IAB released its ‘<a href="http://www.businesswire.com/news/home/20160927005394/en/Three-Quarters-Mobile-Users-World-Purchases-Smartphones-Tablets">Mobile Commerce: A Global Perspective</a>’ survey, which found that three-quarters (75%) of smartphone and tablet users say they have purchased a product or service on their smartphone or tablet in the past six months, and nearly a quarter (23%) buy on mobile devices on a weekly basis.</p> <p>As the retail industry rapidly adapts to mobile usage, at Criteo we’re able to analyse millions of online sales in real time, on all devices and from thousands of brands across all industries.</p> <p>With this front-row seat to the very latest in mobile commerce, we’re especially interested in looking at the way different retail industries are keeping pace with the rate of change.</p> <p>Because of the specific challenges facing them, we’ve seen that the fashion industry in particular is blazing a trail in smartphone targeting, including cross-channel strategies, and travel is making its mark by providing superior customer experience/ better conversions via apps.</p> <p>What’s driving these industries to lead in these areas – and what can others learn from them?</p> <h3><strong>The rise of the ‘Smartphonista’</strong></h3> <p>Last month’s New York-London-Milan-Paris Fashion Weeks saw the <a href="https://www.theguardian.com/commentisfree/2016/sep/30/us-vogue-editors-ridiculous-fashion-shows-changed-bloggers">old guard of print fashion journalism clash with the fashion world’s new digital influencers</a>, who rely on blogging platforms and Instagram to communicate with their thousands of followers.</p> <p>Their argument is symptomatic of a wider trend: that smartphones are revolutionising the way the fashion industry markets and sells its wares, and this is causing headaches for traditional media – but driving strong results on digital channels.</p> <p>According to Criteo <a href="http://www.criteo.com/resources/fashion-flash-report-2016/">data</a>, clothes have quickly become the premier mobile purchase in the UK, with 55% of online fashion purchases now being made through mobile (smartphones or tablets), and four out of 10 of all fashion purchases in the UK being made through smartphones.</p> <p>This makes fashion shoppers that purchase on smartphones (who we’ve coined ‘Smartphonistas’) a particularly valuable audience for fashion retailers.</p> <p><img src="https://assets.econsultancy.com/images/0008/0592/criteo_slide.png" alt="" width="800"></p> <p>Mobile is perfect for this kind of off-the-cuff purchase, allowing consumers to browse flash sales on their phone, shop while watching TV, or buy an article of clothing on a whim.</p> <p>In addition to impulse, these purchases can also be driven by social connections and social influence (as evidenced by the rise of the fashion bloggers so vilified by Vogue).</p> <p>Social media – particularly Snapchat, Instagram and Pinterest – appears to strongly influence clothing purchases on mobile.</p> <p>Heavy Snapchat users are 139% more likely to buy clothes on mobile than the average Brit, while heavy Instagram (113%) and Pinterest (83%) users are also much more likely than average to buy clothing on mobile, according to <a href="http://www.criteo.com/resources/a-portrait-of-mobile-performance/">Criteo’s Portrait of Performance report</a>.</p> <p>Despite all this, acquiring new fashion customers is notoriously hard.</p> <p>What’s more, it can take several purchases before a customer earns you a profit, and turning new customers into loyal buyers takes finesse.</p> <p>In response to these challenges, fashion retailers are starting to recognise what products drive the best response on what device.</p> <p>For example, fashion shoppers favour small screens for low-risk items (T-shirts etc.) and products they don't need to try on (e.g. accessories).</p> <p>In addition, the new breed of Smartphonistas often use multiple devices on the path to purchase, so retailers are starting to track more effectively across devices in order to send the right message to the right person, at the right time.</p> <p>Nadya Birca, Senior Digital Marketing Manager at New Look told us that the key to successfully engaging with the Smarphonista is to recognise that he or she expects a truly cross-channel experience:</p> <p>“With mobile usage soaring in the UK, the experience we’re aiming to deliver on mobile is significant for our interactions with customers both on- and off-line.</p> <p>"When browsing on mobile we shouldn’t expect users to purchase straight away - allowing them a seamless navigational exploration, and later consideration experience, is what should drive any mobile commerce business focus.”</p> <h3><strong>Destination App</strong></h3> <p>As the 36th annual <a href="http://wtd.unwto.org/en">World Tourism Day</a> reminded us at the end of last month, the tourism industry continues to drive positive social, cultural, political and economic impacts worldwide.</p> <p>In many countries, including the UK, the travel industry is feeling the positive impact of the rise of smartphone use.</p> <p>Criteo’s latest Travel Flash Report shows that one in five Brits now browse for travel options on their mobile phones, and close to one-third of online travel bookings worldwide took place on mobile devices in Q2 2016 (up 24% from the year before).</p> <p>During the same period, smartphones captured nearly one in five online travel bookings.</p> <p>But that’s not all – the travel industry, more than most other verticals, is seeing particular success when it comes to mobile apps.</p> <p>According to our data, with investment in in-app tracking and advertising, committed travel advertisers are seeing a surge of bookings made from apps.</p> <p>Apps generated 57% of mobile bookings in Q1 2016, up from 40% in Q3 2015.</p> <p>Over the past two years, travel brands that invested in their apps saw constant growth in app bookings from 12% to now over half of all mobile bookings. </p> <p>For one-night stays, apps have a clear lead over other devices or platforms, with nearly three in four app bookings made for one-night stays.</p> <p>The most effective travel mobile strategies encourage app installs with services that really make a difference:</p> <ul> <li>Personalising recommendations based on searches, selection criteria, past travels and wish lists</li> <li>Sending up-to-date, useful and non-intrusive notifications (e.g., check-in reminders, traffic, delays, alternatives, cancellation, nearby offers)</li> <li>Offering better deals on your app to temporarily capture downloads and bookings, but be consistent to sustain them</li> <li>Enabling one-click bookings with intelligent auto-fill of personal details (while highlighting payment security)</li> </ul> <p>App bookings are on a roll, and we can see that merchants who invested in and promoted apps early are now reaping the benefits. </p>