tag:econsultancy.com,2008:/topics/video Latest Video content from Econsultancy 2017-10-18T10:00:00+01:00 tag:econsultancy.com,2008:BlogPost/69499 2017-10-18T10:00:00+01:00 2017-10-18T10:00:00+01:00 Four lessons retailers can learn from Ted Baker’s international growth Nikki Gilliland <p>So, what’s behind Ted Baker’s recent success? Here’s a few reasons why I think it’s succeeding in today’s increasingly competitive fashion retail market, and what we can learn from its example.</p> <h3>Distinct brand DNA</h3> <p>Ted Baker sets itself apart from other fashion retailers with a distinct brand identity. This is characterised by ‘Ted’ himself, who is a personification of the brand’s quirky and decidedly British image. </p> <p>The brand’s founder, Ray Kelvin, has previously been described as the ‘closest man to Ted’. He says that it is “an individual and quirky viewpoint on fashion which keeps the customer coming back for more”, and it is the brand’s distinctly British sense of humour that is a big part of this.</p> <p>Ted Baker now has 36 standalone shops, 237 concessions and 14 outlets in countries across the word, capitalising on its British heritage to appeal to international consumers. Alongside this, it also focuses on a dedication to quality (in terms of both its product and customer service) and a real attention to detail. </p> <p>The latter is particularly evident in its retail stores, with each one being entirely unique in design. Its stores also serve as an opportunity for the retailer to reflect its whimsical personality. Examples of this include its Bluewater store including its own fictional village called ‘Tedbury’, as well as its London-themed Tokyo outlet, which is complete with a booth made to look like a black cab.</p> <p>Altogether, it has managed to create a brand identity that is both fun and highly recognisable to consumers across the globe.</p> <p><img src="https://assets.econsultancy.com/images/0008/9611/TB_Tokyo.JPG" alt="" width="580" height="326"></p> <h3>Experiential and innovative retail</h3> <p>Ted Baker was one of the first fashion brands to launch an experiential retail concept. Its line of Grooming Rooms, which first opened in 2010, offers customers the opportunity to enjoy a traditional Turkish barber experience (which ‘Ted’ apparently discovered during his travels).</p> <p>It offers haircuts and shaves and even brow threading – drawing in customers who are fans of Ted Baker’s dapper and perfectly groomed image. Some Grooming Rooms are standalone, yet others are placed inside larger Ted stores to entice shoppers to linger.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Hold fast with the new Hair Mud from <a href="https://twitter.com/Teds_Grooming?ref_src=twsrc%5Etfw">@Teds_Grooming</a>, formulated to give matte definition without the weight: <a href="https://t.co/fHFJXN9b8f">https://t.co/fHFJXN9b8f</a> <a href="https://t.co/kNKvYCerAt">pic.twitter.com/kNKvYCerAt</a></p> — Ted Baker (@ted_baker) <a href="https://twitter.com/ted_baker/status/915275385079771136?ref_src=twsrc%5Etfw">October 3, 2017</a> </blockquote> <p>On the back of this demand for the brand, Ted Baker has also expanded its product offering, stretching to bath and body products, spectacles, and even a range of bicycles in collaboration with bike retailer Quella.</p> <p>This has meant that Ted Baker is transforming into much more of a lifestyle brand than just a straight-forward fashion brand – which is a clear advantage over competitors like Paul Smith and French Connection. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">We're all wheels: shop Ted bikes with <a href="https://twitter.com/QuellaBicycle?ref_src=twsrc%5Etfw">@QuellaBicycle</a>. <a href="https://t.co/cxgpJLwohw">pic.twitter.com/cxgpJLwohw</a></p> — Ted Baker (@ted_baker) <a href="https://twitter.com/ted_baker/status/914759479782146048?ref_src=twsrc%5Etfw">October 2, 2017</a> </blockquote> <p>Elsewhere, Ted Baker uses digital technology to dazzle in-store customers. For its Spring 2017 campaign, it installed an interactive window displays in its flagship Regent Street store.</p> <p>The display, which involved passers by placing their hands on the window and peering through, was effective for piquing consumer interest. It also gave them the chance to enter a prize draw if they got involved, which was a great way to forge long-term connections.</p> <h3>Strong logistics</h3> <p>While the aforementioned activity is bound to delight customers, Ted Baker’s recent success can also be put down to heavy investment in infrastructure. It has recently opened a brand new distribution centre based in Derby, which acts as the main base for all of Ted Baker’s retail, wholesale and ecommerce operations across Europe. It also allows Ted Baker to fulfil the increasingly demanding expectations of consumers, such as next-day delivery and <a href="https://econsultancy.com/blog/68739-how-has-click-collect-evolved-and-is-it-still-in-high-demand/">click and collect</a>. </p> <p>This approach has also led to steady but strong international expansion, with the brand leading with concessions in markets like Vietnam and South Africa to build desire for its product – and building further standalone stores in China and the US.</p> <p>With a 43.8% rise in ecommerce sales, its investment has clearly paid off.</p> <p><img src="https://assets.econsultancy.com/images/0008/9639/TB_China.JPG" alt="" width="630" height="351"></p> <h3>Non-traditional marketing</h3> <p>Ted Baker has famously avoided traditional advertising, mainly focusing on digital and social channels. <a href="https://econsultancy.com/blog/69094-five-examples-of-brands-using-interactive-video" target="_blank">Video</a> has been a huge area of focus, with the brand clearly paying attention to the prediction that 79% of all internet traffic will come from video by 2020.</p> <p>In 2016, it released a <a href="https://econsultancy.com/blog/66625-shoppable-video-the-missing-piece-of-your-marketing-strategy/" target="_blank">shoppable video</a> directed by Guy Ritchie – essentially a mini-film that allowed viewers to click and save items featured. For its <a href="https://econsultancy.com/blog/68900-ted-baker-uses-360-video-and-instagram-stories-for-new-ss17-campaign" target="_blank">follow-up campaign</a>, ‘Keeping Up with the Bakers’, the brand launched a 360-degree shoppable film, allowing users to become further immersed in the world of Ted. </p> <p>This demonstrates how eager the brand is to innovate, with each campaign introducing new elements to surprise and delight consumers. According to research, 360-degree video increases engagement (and therefore sales) as people are said to feel greater affinity with things that they can control. Combining this with shoppable content means that consumers are even more likely to take action. </p> <p><iframe src="https://www.youtube.com/embed/ZSSfIlQnZb8?wmode=transparent" width="656" height="367"></iframe></p> <p>Meanwhile, Ted Baker uses social to further increase engagement around its campaigns, particularly focusing on Instagram for its large reach.</p> <p>It released its ‘Keeping Up with the Bakers’ sitcom on Instagram Stories, building anticipation in the run up to each episode, and giving viewers incentives to view each episode with daily challenges.</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?ref_src=twsrc%5Etfw">March 14, 2017</a> </blockquote> <h3>Key takeaways</h3> <p>So, what can we learn from Ted Baker’s approach to retail? Here are few key points to remember.</p> <p><strong>1. Define your DNA.</strong> Ted Baker has created a memorable brand image based on its quirky and British sense of humour. This allows the brand to differentiate itself from the competition, and engage consumers on a deeper level.</p> <p><strong>2. Constantly innovate.</strong> With a strong brand (and product) as its backbone, Ted Baker is unafraid to improve and innovate in other areas such as in-store technology. Again, this makes it stand out in a competitive retail market, as well as delivering a memorable customer experience.</p> <p><strong>3. Focus on logistics</strong>. While engaging customers is important, Ted Baker ensures it is able to deliver top quality service with heavy focus and investment on logistics. Factors like fast delivery and easy returns, as well as large and new amount of products helps to satisfy customer demand.</p> <p><strong>4. Refresh your content</strong>. Lastly, Ted Baker shows how an innovative and creative approach to marketing can pay off. With a focus on video – experimenting with 360 and shoppable content – it constantly surprises and delights consumers, helping to increase long-term loyalty to the brand.</p> <p><strong><em>Related reading:</em></strong></p> <ul> <li><em><a href="https://econsultancy.com/blog/69037-four-digital-commerce-lessons-from-fashion-retailer-bonobos" target="_blank">Four digital commerce lessons from fashion retailer Bonobos</a></em></li> <li><em><a href="https://www.econsultancy.com/blog/69334-lessons-in-brand-building-from-deliciously-ella" target="_blank">Lessons in brand building from Deliciously Ella</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/69434 2017-09-25T09:57:01+01:00 2017-09-25T09:57:01+01:00 A day in the life of... Head of Video at an agency Ben Davis <p><em>As ever, before we start, here's your weekly reminder to check out all the digital marketing and ecommerce jobs listed on the <a href="https://jobs.econsultancy.com/?cmpid=EconBlog">Econsultancy jobs board</a>.</em></p> <h4> <em>Econsultancy:</em> Please describe your job: What do you do?</h4> <p><em><strong>Abigail Howson:</strong></em> As global head of video, I oversee the strategy, creation and delivery of video for our clients ensuring we have a consistent standard of quality and excellence.</p> <p>I manage a talented and creative in-house team and together we work alongside the wider Jellyfish team with the ultimate aim of delivering seamless experiences for our end audiences.</p> <h4> <em>E:</em> Whereabouts do you sit within the organisation? Who do you report to?</h4> <p><em><strong>AH:</strong></em> I have been with Jellyfish for four years now. My peers are our creative directors and other department heads. I report to our chief creative officer, Mark Deeprose.</p> <h4> <em>E:</em> What kind of skills do you need to be effective in your role?</h4> <p><em><strong>AH:</strong></em> You have to care deeply about the entire lifespan and aims of your creative assets. Not only is this information critical to your decision making with regards to concept, format and execution, but if you aren’t constantly asking for feedback and performance data, then how can you refine your campaigns?</p> <p>In our ever-changing digital space, platforms change their criteria and functionality frequently. To be able to push boundaries and stay ahead of the curve, we must constantly re-assess our knowledge.</p> <p><img src="https://assets.econsultancy.com/images/0008/9083/Abi-3_FINAL_APPROVED.jpg" alt="ABIGAIL HOWSON" width="615"></p> <p><em>Abigail Howson, Head of Video at Jellyfish</em></p> <h4> <em>E:</em> Tell us about a typical working day… </h4> <p><em><strong>AH:</strong></em> I always start the day by spending 20 minutes reading industry news bulletins. The rest of my day is made up of everything from developing new strategies and concepts for clients, to reviewing edits, and catching up with staff in other teams to ensure we are constantly aligned and are sharing knowledge effectively.</p> <p>The cool thing about having offices across the globe is that there is never a lull in energy as when we come to the midpoint of our UK working day, the US teams are starting their day.</p> <h4> <em>E:</em> What do you love about your job? What sucks?</h4> <p><strong><em>AH:</em></strong> We service our clients globally, which makes for a great opportunity to travel. From Zurich and Miami, to Amsterdam, Chicago and Belize, we’ve filmed at some spectacular locations. A real highlight is meeting new people and hearing their stories. It’s a great privilege and not one I take for granted.</p> <p>Having worked in standalone production companies in the past, I must say I love being at a full-service digital agency. There is so much to learn and so many cross-discipline experts to glean information from, it’s impossible to get stuck in a rut.</p> <p>The thing that sucks is that I can’t physically be in every office at once and therefore can’t be there to encourage our global teams as much as they deserve!</p> <h4> <em>E:</em> What kind of goals do you have? What are the most useful metrics and KPIs for measuring success?</h4> <p><em><strong>AH:</strong></em> Goals for video performance vary drastically depending on where in the funnel the content will sit. It isn’t always about views.</p> <p>For example, for brand awareness / upper funnel content, KPIs often relate to generating good quality views and increasing the number of subscribers or audience growth. The duration watched is also a useful metric. Increased share of voice and brand mentions are also key and can be monitored with uplift studies and surveys.</p> <p>For direct response / lower funnel content, KPIs will likely be the number of clicks through to site and then the conversion rate after that click through, be that purchases, filling in a form, or enrolment.</p> <p>Today, we have access to a huge amount of data but understanding which specific insights to use for content with different aims is critical. You can deliver excellent work but if you are measuring the wrong metric, then you will be in the dark as to its performance and will have no learnings to take forward. </p> <h4> <em>E:</em> What are your favourite tools to help you to get the job done?</h4> <p><em><strong>AH:</strong> </em>For production we strongly believe in selecting kit that is fit for purpose, that may be using a phone and rig for social videos, a drone for sweeping aerial shots or an Alexa for higher end work, so I suppose our favourite kit is that which is appropriate for the job.</p> <p>For post production, we favour the Creative Cloud suite and bolster with plug-ins, and free tools such as handbrake.</p> <h4> <em>E:</em> How did you get into video, and where might you go from here?</h4> <p><em><strong>AH:</strong> </em>My love for video and specifically digital video principles started a long time ago, way before I understood what that actually meant.</p> <p>I excelled at art throughout school and then went to Central St Martins, first for my foundation course and then my degree. I specialised in moving image very early on at university and I loved the critical thinking that surrounded it.</p> <p>I developed a strong interest in the delivery of video early on. In my first tutorial at St Martins, I showed my tutor my work, which happened to be on my laptop and he simply said: ‘Why did you choose to present on a laptop, what does it mean?’ That useful lesson, that context is key, stuck with me and is my approach to all work I have created personally and professionally since, whether it be in the third sector, as a freelancer and even now at Jellyfish.</p> <p>My personal aims are to continue to understand context, by absorbing, learning and moving with changing technology and as a result, producing ever more innovative creative.</p> <h4> <em><strong>E:</strong></em> Which brands do you think are doing video well?</h4> <p><em><strong>AH:</strong></em> It is easy to think of brands with excellent hero content and brand awareness content like Volvo, Honda, Ikea and Old Spice, but I tend to judge brands on how they use video holistically. What hub and hygiene content are they providing for their audiences post discovery and how do all their channels and properties work together?</p> <p>Having said that, a clean and well organised YouTube channel always gets a thumbs up from me! </p> <p>I am not sure anyone does online video perfectly, but those that consider the funnel and create video covering a range of purposes are definitely my favourite.</p> <h4> <em>E:</em> Do you have any advice for people who want to work in video?</h4> <p><em><strong>AH:</strong> </em>Be a geek! Making nice looking video is not enough. It’s important to understand video in digital and know how it differs from video in broadcast. Within digital, know for example how video for organic social is different to video for paid social, and how video varies across display and Trueview.</p> <p>Ask lots of questions! If you’re making content, assess how it’s performing and understand why it has performed in that way. </p> <p>Don’t be afraid to test things out or suggest something new. It’s how we learn.</p> <p><strong><em>If you're as in to brand and creative as Abigail is, why not check out the <a href="https://goo.gl/nJMlTI">Festival of Marketing 2017</a>, London Oct 4-5.</em></strong></p> tag:econsultancy.com,2008:BlogPost/69417 2017-09-19T13:00:00+01:00 2017-09-19T13:00:00+01:00 Four ways marketers can increase conversions from social video Nikki Gilliland <p>According to a recent report by <a href="https://animoto.com/l/state-of-social-video-2017" target="_blank">Animoto</a>, social video can have a direct influence on purchasing decisions, with 64% of consumers saying that a marketing video they watched on Facebook has led to an online purchase in the past month.</p> <p>So, why does social video lead to more conversions? And what can marketers do to maximise this? With stats from Animoto’s report, here’s a bit more on the subject, followed by four ways marketers can increase conversions from video.</p> <h3>Millennials are hungry for social video</h3> <p>Today, a whopping 86% of consumers are said to watch video on social media a few times a week or more. This rises to 96% for consumers aged between 18 to 34, with 75% of millennials saying they watch social videos once a day at the very least.</p> <p>Obviously, this might also relate to non-branded videos, such as those posted by friends and family, however it does appear that the lines between commercial and non-commercial content are blurring – perhaps due to greater levels of acceptance.  </p> <p>Animoto found that more than a quarter of all consumers would be happy to see social video from both local businesses they don’t know as well as large brands they regularly buy from.</p> <p><img src="https://assets.econsultancy.com/images/0008/8906/Animoto.JPG" alt="" width="475" height="551"></p> <h3>Social discovery and proof </h3> <p>So, why has the appetite for brand videos increased? </p> <p>One factor is that users are now turning to platforms like Instagram and Facebook for inspiration and discovery - not just entertainment.</p> <p>Instead of passively consuming content online or actively seeking out ecommerce sites, users are turning to social media platforms for shopping inspiration. </p> <p>While imagery is also undoubtedly effective in this sense, the immersive nature of video seems to further increase interest. <a href="https://kzoinnovations.com/video-stats-for-online-retailers" target="_blank">Research suggests</a> that after seeing a video featuring a product, consumers are 46% more likely to search for it online.</p> <p>Meanwhile, social video can satisfy consumer’s desire for peer recommendations, with online channels acting as a great source of social proof. <a href="https://www.pwchk.com/en/publications/total-retail-2016-they-say-they-want-a-revolution.html" target="_blank">PwC found</a> that 45% of online shoppers say reading reviews and feedback on social media has influenced digital shopping behaviour. </p> <p>Videos involving <a href="https://econsultancy.com/blog/68566-what-are-the-most-effective-channels-for-influencer-marketing/" target="_blank">influencers</a> can be one of the most effective ways to prompt this, with advocacy from an authentic and influential source helping to drive purchase decisions.</p> <p>However, even if the video content does not necessarily involve any direct social proof (if it is an standard advert, for instance) - comments, shares or user engagement can still act as endorsement, in turn helping to drive click-throughs and conversions.</p> <p><img src="https://assets.econsultancy.com/images/0008/8907/Clinique.JPG" alt="" width="780" height="500"></p> <h3>Native user behaviour</h3> <p>Lastly, and perhaps rather simplistically, social video can be effective simply because it reaches users in the environments that they are already in. Brand videos have become an intrinsic part of the social media experience, with people consuming content as they scroll instead of actively seeking it out.</p> <p>In this sense, Facebook video drives more engagement and purchases than any other network. And according to Animoto, marketers are clearly taking note - it found that 67% of marketers paid to boost or advertise video on Facebook in the past 12 months. </p> <p>So, while we’ve established why social video might help conversions – what can marketers do to maximise the chances? Here are just a few ways, along with some brand examples.</p> <h3>1. Give viewers a next step</h3> <p>Regardless of whether it is a behind-the-scenes style of video or a standard ad - a clear call-to-action or next step is vital, especially when it comes to in-the-moment conversions.</p> <p>Social video can lead to purchases at a later date, but a good CTA can help to drive users away from their native platform and onto an external ecommerce site. </p> <p>Macy’s is one retailer that makes great use of Facebook video, continuously using it to drive interest in specific collections. Here it uses eye-catching content in conjunction with the call to action of ‘walk this way’. This is likely to be effective in the context of a news feed, where the user’s attention is up for grabs.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FMacys%2Fvideos%2F10155041973333037%2F&amp;show_text=0&amp;width=560" width="560" height="373"></iframe></p> <h3>2. Think about length </h3> <p>According to Animoto’s survey, the length of a video can also impact whether or not a viewer takes action. </p> <p>First, it doesn’t take long for the viewer to decide whether or not they will watch a video until the very end. 43% of consumers say they decide in under 15 seconds, while 73% decide in under 30. Consequently, videos need to be as engaging as possible from the very beginning – slow or dull intros can result in viewers clicking away almost immediately.</p> <p>Next, consumers say that videos one minute or longer are the ideal length to influence purchasing decisions, with videos between 30 or 60 seconds being more useful for learning about a brand.</p> <p>This suggests that viewer investment could be the key to conversion. In other words, once a viewer has dedicated more than a minute of their time to watching a video, they will be more inclined to find out further product information.</p> <p>Kate Spade has been experimenting with long-form shoppable videos, which are deliberately designed to hook consumers into a story. Running over <a href="https://econsultancy.com/blog/67977-four-examples-of-brands-using-an-episodic-content-marketing-strategy" target="_blank">several episodes</a>, the brand is able to ensure that the videos resonate, which could help increase the likelihood of conversion. </p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fkatespadenewyork.uk%2Fvideos%2F654840724710981%2F&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <h3>3. Know your target market</h3> <p>Does social video work for all ecommerce brands?</p> <p>According to a study by Deloitte, certain retail categories work better than others, with 56% of shoppers more influenced by social media when it comes to baby products, while 40% say the same for home furnishings, and 33% for health and wellness. </p> <p>This can also impact what channels a brand chooses to focus on.</p> <p>One retailer that utilises social video is Kiddicare, <a href="https://econsultancy.com/blog/68340-seven-kids-baby-ecommerce-brands-using-youtube-to-reach-parents" target="_blank">using its YouTube channel</a> to consistently post reviews and demonstration videos. However, it does not place the same focus on Facebook or other social media platforms. The reason for this is its understanding of its core target market, with <a href="https://www.thinkwithgoogle.com/intl/en-gb/advertising-channels/video/mums-youtube-it-takes-online-village-raise-child/" target="_blank">mums in particular</a> increasingly relying on YouTube videos for parenting help and advice. </p> <p>By recognising this, and posting helpful and informative content here on a regular basis, Kiddicare aims to ensure that the brand will be the first port of call for parents looking to buy kids and baby products.</p> <p><iframe src="https://www.youtube.com/embed/0nXkn09VueQ?wmode=transparent" width="854" height="480"></iframe></p> <h3>4. Make it mobile</h3> <p>Finally, with 82% of millennials saying they watch social video content on mobile devices most of the time – mobile optimisation is vital.</p> <p>This means ensuring features like text overlay, and creating videos in a square or vertical format. Animoto found that 26% of consumers are less likely to finish a video without a vertical format, while 39% are more likely to finish a video with text. </p> <p>Earlier this year, Facebook unveiled its new ad format, Collection, specifically designed for <a href="https://econsultancy.com/blog/67768-how-to-gear-towards-mobile-commerce-success" target="_blank">mobile commerce</a>. It works by giving consumers who click on an ad 50 products that are relevant to them.</p> <p>For Tommy Hilfiger, who tested the new format to allow social users the chance to buy direct from the runway, it has proven to be a success. The fashion retailer saw a 2.2x higher return on ad spend and 200% increase in return on investment from the ads. </p> <p><iframe src="https://www.youtube.com/embed/DjynvDFTa8c?wmode=transparent" width="854" height="480"></iframe></p> <p><em><strong>R</strong><strong>elated reading:</strong></em></p> <ul> <li><em><a href="https://www.econsultancy.com/blog/69387-six-ways-boring-b2b-brands-stole-a-social-video-from-b2c" target="_blank">Six ways ‘boring’ B2B brands stole A+ social video from B2C</a></em></li> <li><em><a href="https://econsultancy.com/blog/66464-11-reasons-why-your-brand-should-be-using-social-video/" target="_blank">11 reasons why your brand should be using social video</a></em></li> <li><em><a href="https://econsultancy.com/blog/68640-why-live-video-was-the-biggest-social-trend-of-2016" target="_blank">Why live video was the biggest social trend of 2016</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/69419 2017-09-18T15:10:00+01:00 2017-09-18T15:10:00+01:00 How Warby Parker’s newsjacking campaign eclipsed the competition Nikki Gilliland <p>Jumping on real-time events <a href="https://www.econsultancy.com/blog/68433-newsjacking-the-us-election-six-brands-playing-the-trump-card" target="_blank">such as elections</a> or celebrity deaths can also divide consumers. Cinnabon’s tweet in tribute to Carrie Fisher was both <a href="https://econsultancy.com/blog/69081-six-ways-brand-marketers-can-bring-the-funny-without-being-cringeworthy" target="_blank">comical and clever to some</a>, for instance, yet tacky and insensitive to others.</p> <p>One story to dominate the news recently was the solar eclipse, or more specifically, the first total solar eclipse to cross North America since 1918. Unsurprisingly, with nothing to lose, a wide range of brands from Casper to Lipton used the event to capitalise on social conversation. However, the one campaign that stood out as the best of the bunch was from US eyewear brand Warby Parker.</p> <p>So what did it involve? Here’s a run-down of the campaign, along with a few things we can learn from it.</p> <h3>Brand alignment</h3> <p>Newsjacking is much harder to pull off when the event or occurence is entirely unrelated to a brand or its product, but occasionally, something comes along which feels like a gift.</p> <p>For Warby Parker, this was the case with the solar eclipse. </p> <p>With people desperate to catch a glimpse of the eclipse as it happened, the brand created a campaign based on the importance of protecting your eyes whilst doing so. And what better brand to promote this message than one which sells glasses?</p> <p>Surprisingly, not many others in this retail category took the opportunity. Coastal created a few informative posts on social media on what to do during the eclipse, while Zenni Optical only replied to customer tweets. Other big brands like Ray Ban tried to avoid the subject entirely, only sternly warning people that they would not be protected by wearing sunglasses. Safety was obviously a big concern.</p> <p><iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2Fcoastal.com%2Fposts%2F10155485974345903&amp;width=500" width="500" height="529"></iframe></p> <p>In contrast, Warby Parker created a dedicated landing page on its own site called ‘The Great American Solar Eclipse’, alongside activity on social and in its physical stores. </p> <h3>Slick design </h3> <p>Using real-life events for marketing can often be rushed, with brands quickly rolling out tweets in response to something that’s already happened. However, Warby Parker clearly planned its campaign well in advance – a fact reflected by the slick design of its landing page. </p> <p>With stunning graphics and informative content, the page offers users a pleasing UX, and also continues its cool and slightly quirky tone of voice that the brand has become so well known for.</p> <p><img src="https://assets.econsultancy.com/images/0008/8931/Warby_Parker2.JPG" alt="" width="650" height="523"></p> <p>You can read more on Warby Parker’s UX and design features <a href="https://econsultancy.com/blog/68874-27-bold-ux-design-features-from-disruptive-retail-brands" target="_blank">in this article</a> by Ben Davis.</p> <h3>In-store activity</h3> <p>Other brands that jumped on the eclipse did so mainly for the opportunity to insert their name into the conversation, perhaps posting a funny tweet or offering a bit of information about the event.</p> <p>Warby Parker aimed to provide consumers with something of real value, as well as simultaneously increasing footfall to its own stores. </p> <p>It handed out free eclipse glasses (compliant with ISO safety standards) to visitors of its US shops. If people couldn’t make it in person, however, it also offered online users the chance to download a pinhole projector, which is a special eclipse filter.</p> <p><img src="https://assets.econsultancy.com/images/0008/8925/Solar_Eclipse.JPG" alt="" width="550" height="715"></p> <p>The potential for consumers to directly get involved didn’t stop there - Warby Parker also held a special ‘eclipse-viewing party’ in its Nashville store, where the location happened to fall in the path of totality.</p> <p>The event was made complete with music from local artists and food from nearby restaurants. </p> <p><img src="https://assets.econsultancy.com/images/0008/8926/Nashville.JPG" alt="" width="490" height="805"></p> <h3>Social engagement</h3> <p>Warby Parker is well-known for its clever social strategy, where it fosters loyalty by conversing with users and posting behind-the-scenes goings on. </p> <p>The solar eclipse was no exception, with the brand taking the opportunity to post eclipse-related content across all of its social channels.</p> <p>Capitalising on the visually stunning nature of the event, it worked with professional storm chasers to photograph the eclipse itself – posting the resulting images on its Instagram channel.</p> <p><img src="https://assets.econsultancy.com/images/0008/8927/warbyparkerinsta.JPG" alt="" width="780" height="494"></p> <p>On Facebook, it launched a competition whereby the winner would be flown out to the Nashville eclipse party.</p> <p><img src="https://assets.econsultancy.com/images/0008/8928/Warby_comp.JPG" alt="" width="650" height="443"></p> <p>Lastly, on Twitter, it continued its focus on customer engagement – ramping up excitement in the run up to the event as well as acknowledging it after it happened with a constant stream of replies.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/WarbyParker">@WarbyParker</a> nailed it for <a href="https://twitter.com/hashtag/SolarEclipse2017?src=hash">#SolarEclipse2017</a> advertising. This is perfect and brand relevant! <a href="https://t.co/J0WfZskzzW">pic.twitter.com/J0WfZskzzW</a></p> — Christi Olson (@ChristiJOlson) <a href="https://twitter.com/ChristiJOlson/status/900105830217003008">August 22, 2017</a> </blockquote> <h3>Humour and pop culture</h3> <p>Newsjacking can often veer into silly territory, mainly because brands recognise that engagement will be short-lived. It’s more about creating a splash in-the-moment rather than serious long-term loyalty.</p> <p>In line with this, Warby Parker took the opportunity to create a rather daft parody music video – set to the famous Bonnie Tyler hit, ‘Total Eclipse of the Heart’. </p> <p>The brand's content strategy usually centres on user-generated content, focusing more on feedback and advocacy from consumers. However, it is not averse to using humour to engage and entertain too, with ‘Solar Eclipse of the Heart’ continuing this unashamedly fun and carefree approach.</p> <p>It clearly resonated with the audience, too. The video has gone on to be the brand’s most-viewed video on Facebook, with 455,000 views on the platform. However, it was not created purely in the name of fun. Warby Parker cleverly used it to promote and raise awareness of its Nashville store event and related eyewear offer.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fwarbyparker%2Fvideos%2F10155498749643838%2F&amp;show_text=0&amp;width=476" width="476" height="476"></iframe></p> <h3>What can we learn?</h3> <p>So, what can we learn from Warby Parker's campaign? Here are a few key takeaways:</p> <p><strong>1. Make it relevant</strong>. Unless the idea is super clever, jumping on a real-time event when it has no relation to a brand can seem insincere. Warby Parker recognised that it could offer something of greater value to consumers thanks to the link between the event and its product, instead of merely using it as a shallow marketing ploy.</p> <p><strong>2. Use a multi-channel approach</strong>. Warby Parker is a great example of agile marketing because it created an entire campaign on the back of a cultural event – not just a one-off tweet or Instagram post. This increases the likelihood of engagement, with users being able to get involved with the campaign via a number of different channels.</p> <p><strong>3. Create an experience.</strong> By hosting eclipse parties and offering free glasses, Warby Parker ensured that consumer involvement would transfer from online to offline. In turn, this increased the brand’s connection with its audience, giving them something more memorable than a standard brand campaign might.</p> <p><em>Related reading:</em></p> <ul> <li><em><a href="https://econsultancy.com/blog/65184-what-is-agile-marketing-and-why-do-you-need-it" target="_blank">What is agile marketing and why do you need it?</a></em></li> <li><em><a href="https://www.econsultancy.com/blog/68433-newsjacking-the-us-election-six-brands-playing-the-trump-card" target="_blank">Newsjacking the US election: Six brands playing the Trump card</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/69421 2017-09-18T13:01:00+01:00 2017-09-18T13:01:00+01:00 61% of retailers offer 'lean back' content. But can retail brands succeed with 'TV shows'? Nikki Gilliland <p>According to a new <a href="http://go.brightcove.com/marketing-future-of-retail" target="_blank">report by Brightcove</a>, 61% of retail brands are already offering ‘lean-back’ content. In other words, content that is delivered in a way so that viewers can passively engage with it, much like ‘leaning back’ to watch regular television. </p> <p>Research has also revealed that a further 33% of retail brands plan to start making this kind of content in the near future, while a staggering 71% believe they are already on their way to becoming a fully-fledged media company. </p> <p>So, who is creating this kind of content and is it effective? Let’s find out by looking at a couple of recent examples from the UK.</p> <h3>Matalan</h3> <p>Last September, Matalan announced that it would be partnering with ITV and Time Inc UK to produce a bi-weekly fashion and style show. The idea is that it showcases the best of Matalan products, giving viewers hints and tips on fashion trends, home interiors, and so on.</p> <p>‘Matalan Presents: The Show’ as it’s called (which is a probably the least catchiest title ever) is now on its 18th episode. </p> <p>So, is it any good? </p> <p>Well, we’re not in the business of reviewing TV shows, so perhaps the real question is – will it reach and resonate with Matalan’s target market?</p> <p>With each episode being around 15 to 18 minutes long (which are also broken up into additional videos of five to six minutes), the show looks and feels much like a traditional daytime television show. This is probably also due to the fact that it is fronted by Denise Van Outen, who is famous for being a TV presenter on terrestrial channels like <a href="https://econsultancy.com/blog/69187-channel-4-on-the-future-of-tv-personalisation-gdpr" target="_blank">Channel 4</a>.</p> <p><iframe src="https://www.youtube.com/embed/jhdiCbLGcng?wmode=transparent" width="854" height="480"></iframe></p> <p>It is clearly aimed at women, perhaps slightly older than millennials, but generally interested in affordable fashion. In this sense, the content is likely to appeal – it’s all very light-hearted and slightly ‘Loose Women’, without the dodgy innuendos. </p> <p>While viewership looks to be a bit up and down, some shows have got more than 300,000 views on YouTube, which isn’t bad at all. Interestingly, the most-viewed videos tend to be the longer episodes rather than short ones, perhaps cementing the fact that there is a demand for long-form brand content.</p> <p>One clever aspect of ‘Matalan Presents’ is that it has been advertised on traditional television, notably before and in-between the likes of big shows like Coronation Street. This has likely helped to increase views, pointing people who might not have otherwise known about it in the direction of YouTube or Matalan’s main site. </p> <p>The fact that the content is inspirational, giving viewers direct tips on how to style products available to buy in Matalan, means that as well as increasing general brand awareness, it could also help to drive viewers to purchase in-store and online.</p> <h3>Iceland</h3> <p>Unlike Matalan, which created an online-only TV show, UK supermarket chain <a href="https://econsultancy.com/blog/68691-why-iceland-has-replaced-celebrities-with-micro-influencers/" target="_blank">Iceland</a> has created one for both traditional television as well as digital channels.</p> <p>‘Eat the Week’, hosted by TV chef Simon Rimmer, is a 10-episode series broadcast on Channel 4, based around how to cook nutritious and tasty meals using frozen food products (i.e. from Iceland). </p> <p>Each episode sees Rimmer help a different family tackle a cooking-related challenge, such as wasting too much food or not having the time to make healthy meals.</p> <p><iframe src="https://www.youtube.com/embed/NE_rhtqyuqo?wmode=transparent" width="854" height="480"></iframe></p> <p>In this sense, the aim of the show doesn’t seem to be to merely just promote Iceland. Rather, it seems to be to dispel common assumptions about the brand and its reputation – mainly that frozen food is bad for you. By using a well-known chef as an advocate, Iceland is clearly hoping that the TV show will reach and influence viewers who might not consider the supermarket as an option.</p> <p>Meanwhile, Iceland is using content related to the show to boost online activity, posting videos on YouTube and dedicating an entire section of its website to recipes.</p> <p>This is where the content is also likely to be of value to existing Iceland customers. The recipes from each episode are listed alongside the ingredients needed – and the convenient option of adding them to your basket there and then. </p> <p><img src="https://assets.econsultancy.com/images/0008/8960/Iceland.JPG" alt="" width="640" height="489"></p> <p>However while the TV show is a clever move in this sense, there is one glaring issue which might mean viewers are put off rather than drawn in – and that’s the fact that the whole thing feels a bit like a massive advert for Iceland.</p> <p>This begins immediately, with a sign appearing at the start saying ‘This programme includes product placement’. Transparency is always a good thing of course, but this does feel quite jarring to see – and it’s not something that we’re used to being told about a television programme. Meanwhile, with Rimmer using Iceland products to cook (when in reality he probably wouldn’t), the whole thing does feel slightly inauthentic. </p> <p>But is this the future of TV advertising? Maybe it’s an indication of where it’s headed, but much like the <a href="https://econsultancy.com/blog/68502-three-creative-ways-publishers-and-advertisers-are-combating-ad-blockers/" target="_blank">increase in use of ad blockers</a>, both brands and broadcasters need to be wary of alienating viewers rather than engaging them. Iceland and Channel 4 have done a good job of creating a generally interesting and engaging show, but everything still feels slightly shoe-horned in.</p> <h3>How can brands succeed?</h3> <p>Despite concerns about authenticity, Brightcove's survey found that seven in 10 people said that they would be open to watching TV-like content from a retailer or brand.</p> <p>So, how can brands capitalise on this willingness?</p> <p>Brightcove also suggest that promoting and targeting the right audience is key, with the most common discovery method currently being peer recommendations or stumbling across content by chance.</p> <p>Matalan is a good example of how to go one step further and maximise reach, using its partnership with ITV to strategically advertise to the right demographic at an opportune time. It also uses its social presence to increase engagement, often posting shoppable content featuring clothes worn by guests and presenters on the show.</p> <p><iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2Fshopmatalan%2Fposts%2F10155793758603530&amp;width=500" width="500" height="633"></iframe></p> <p>Again, brands must also carefully consider the balance between providing inspiration and appearing too salesy – particularly considering the medium. Consumers might be getting used to watching brand content on digital channels, where sponsored influencer posts are now commonplace, however it is a different story if the content actually appears on TV or a brand’s own website.</p> <p>This is where Iceland might fall foul of a backlash, especially if consumers feel like the brand is veering too far into advertising rather than offering entertainment or value.</p> <p>Luckily, it appears many are cautious about the potential pitfalls, with 54% of retailers admitting concern over making the shift from brand to broadcaster. For now at least, there’s still some way to go before brands fully take over our TVs. </p> <p><strong><em>Related reading:</em></strong></p> <ul> <li><em><a href="https://econsultancy.com/blog/67977-four-examples-of-brands-using-an-episodic-content-marketing-strategy">Four examples of brands using an episodic content marketing strategy</a></em></li> <li><em><a href="https://econsultancy.com/blog/67985-what-is-the-future-of-content-marketing/">What is the future of content marketing?</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/69425 2017-09-15T12:02:00+01:00 2017-09-15T12:02:00+01:00 10 remarkable digital marketing stats we’ve seen this week Nikki Gilliland <p>Get stuck in…</p> <h3>Live stream engagement is on the rise</h3> <p>According to <a href="http://blog.globalwebindex.net/chart-of-the-day/the-rise-of-live-streaming-2/" target="_blank">GlobalWebIndex</a>, the amount of users engaging with live streams on social media has increased nearly 10%.</p> <p>Now, 28% of internet users have watched a live stream on Facebook, Instagram or Twitter in the past month – up from 20% in Q3 2016. </p> <p><img src="https://assets.econsultancy.com/images/0008/8992/GlobalWebIndex.JPG" alt="" width="720" height="540"></p> <h3>Data usage increases while lack of transparency remains high</h3> <p>A <a href="http://media2.bazaarvoice.com/documents/more-data-more-Problems-ebook.pdf?utm_source=press%20release&amp;utm_medium=PR&amp;utm_campaign=Ad%20Age%20Research" target="_blank">new study</a> by Bazaarvoice and AdAge has revealed how digital marketers view the impact and credibility of data partnerships. </p> <p>Despite an increase in data usage, it found that there is still a lack of transparency, with both the sources and quality of the data being misunderstood and mistrusted by marketers.</p> <p>While 95% of the marketers surveyed said that they employ first- and third-party data in their media plans, 64% are unsure about the origins of their data sources. What’s more, one quarter of brand marketers do not know how often their data sources are refreshed. </p> <p>Lastly, three out of four marketers said they are not confident that their data is reaching in-market consumers, and just 23% of agency buyers are fully confident that their third-party data partners deliver against KPIs.</p> <h3>Only 17% of new leads are converted as sales &amp; marketing teams struggle to align</h3> <p>A new study by <a href="https://www.dnb.co.uk/marketing/media/state-of-sales-acceleration.html" target="_blank">Dun &amp; Bradstreet</a> has revealed that there is huge disconnect between sales and marketing teams, with just 17% of new leads being converted into revenue as a result. </p> <p>57% of marketers say that understanding their target audience is a big challenge, and 56% say that an inability to find relevant and complete data holds them back.</p> <p>Meanwhile, 24% of salespeople say they don’t have enough time to research potential customers, and 35% say they are under more pressure to provide value in a digitally-led business.</p> <p><img src="https://assets.econsultancy.com/images/0008/8991/Dun_and_Bradstreet.JPG" alt="" width="423" height="438"></p> <h3>72% of consumers turn to Amazon to research products</h3> <p>According to <a href="https://kenshoo.com/e-commerce-survey/" target="_blank">Kenshoo</a>, Amazon is playing an increasing role in shopping discovery, as 72% of people say they visit Amazon to research products online.</p> <p>26% of Amazon users also admit to checking for alternatives, background information, and prices on the site when they are thinking about making a potential purchase in a physical store. Meanwhile, 51% say they usually refer back to Amazon to find out additional product information or to compare prices – even if they’re happy with the offering on another retail site.</p> <p>Lastly, 9% say that they often share interesting products that they find on Amazon with friends, colleagues, and family.</p> <h3>Millennials spend more time watching time-shifted content than live TV</h3> <p><a href="https://www.cta.tech/News/Press-Releases/2017/August/Millennials-Now-Watch-More-Time-Shifted-Content-Th.aspx" target="_blank">CTA</a> (Consumer Technology Association) has revealed that millennials’ interest in live TV is dwindling, with this demographic dedicating more time to watching content after it’s already aired.</p> <p>Millennials are now dedicating 55% of their TV-watching activity to ‘time-shifted’ content – either on streaming sites or on-demand platforms – compared to 35% of people aged over 35. </p> <p>Additionally, millennials are more likely to try content recommended by predictive recommendations, with 79% saying they've watched shows that have been suggested for them.</p> <p><img src="https://assets.econsultancy.com/images/0008/8990/CTA.JPG" alt="" width="491" height="491"></p> <h3>Personalisation generates 50% higher email open rate</h3> <p>A new report by <a href="http://www.yeslifecyclemarketing.com/campaign/benchmarks/vwo-subject-line-benchmarks" target="_blank">Yes Lifecycle Marketing</a> has revealed that brands are failing to use personalisation in email subject lines, despite a proven increase in open rates.</p> <p>It found that messages with personalised subject lines generated a 58% higher click-to-open (CTO) rate than emails without. However, just 1.1% of all emails sent in Q2 2017 had personalisation based on name in the subject line, while 1.2% were personalised based on other factors like browser behaviour or purchase history. </p> <p>In contrast, it appears marketers are largely focusing efforts on welcome messages, with 69% sending this type of email.</p> <h3>82% of global marketers say that predictive marketing is essential</h3> <p>Forrester’s <a href="https://rocketfuel.com/tlp/" target="_blank">latest study</a> has found that the majority of global marketers believe predictive marketing is essential.</p> <p>66% of marketers in a survey said that their customer and marketing data comes from too many sources to make sense of it. Consequently, 82% said predictive marketing is essential to keep up with competitors in future.</p> <p>The survey also found that 86% of global marketers plan to increase the use of AI to drive marketing insights in the next 12 months, and 80% said they will use AI to deliver consistent, optimised, cross-device content.</p> <p><img src="https://assets.econsultancy.com/images/0008/8988/Forrester.JPG" alt="" width="318" height="570"></p> <h3>Half of millennials prefer sales outreach via social media</h3> <p>Research by <a href="https://getbambu.com/data-reports/q3-2017-how-to-optimize-for-social-selling/" target="_blank">Bambu</a> has revealed that millennials are keen to use social media to learn about new products and services, with 45% of this demographic more likely to prefer sales outreach via social than older generations.</p> <p>Bambu also found that 35% of people are more likely to buy from a sales representative who shares industry news and helpful content on social, and 22% say that this activity makes them more likely to follow that representative on social.</p> <p>Social selling is clearly more favourable than traditional methods such as cold-calling – just 9% of consumers say that the phone is their preferred way to hear from a company for the first time.</p> <p><img src="https://assets.econsultancy.com/images/0008/8987/Bambu.JPG" alt="" width="720" height="467"></p> <h3>81% of retailers anticipate a future as a media company</h3> <p>According to <a href="http://go.brightcove.com/marketing-future-of-retail" target="_blank">Brightcove</a>, an increasing number of brands are taking on traditional broadcasters by producing long-form, TV-style content. As a result, 81% of retailers say they anticipate transitioning into fully-fledged media companies in future.</p> <p>From a study of 200 retail businesses in the UK, France, and Germany, Brightcove found that 61% are already offering TV-style content services, and a further 33% have plans to do so within the next two years.</p> <p>There could be resistance from consumers, however, as Brightcove also found that 41% of consumers who have previously watched this kind of content say it is too ‘salesy’, while 30% say it is inauthentic.</p> <h3>Only 9% of people visit high-street travel agents</h3> <p>Finally, <a href="https://www.apadmi.com/travel-report-2017/" target="_blank">Apadmi</a> suggests that the high-street travel agent could be under threat, as just 9% of UK holidaymakers say they now visit travel agents in person to book their holiday. This comes from a survey of 1,000 people who have gone on holiday in the past 12 months.</p> <p>The study also revealed that just 4% of 18-24 year olds have visited their high street travel agents in recent times, while this rises to 18% for people over the age of 65.</p> <p>It’s not all gloom and doom for travel agents though. Apadmi also found that an increase in technology would attract consumers back to the high street, with 48% saying they would like to see travel agents invest in augmented reality and virtual reality so they can view destinations, hotels or transport in store.</p> tag:econsultancy.com,2008:BlogPost/69414 2017-09-12T10:15:00+01:00 2017-09-12T10:15:00+01:00 Four big digital trends impacting travel & tourism marketing Nikki Gilliland <p>But, how exactly are they doing it? Here’s a look at of some of the most interesting trends in online tourism marketing, and why certain destinations are leading the way.</p> <h3>Immersive video</h3> <p>In 2015, both Facebook and YouTube introduced 360-degree video, leading many tourism destinations to experiment with the medium. </p> <p>The benefits are obvious. If done well, 360-degree video enables viewers to immerse themselves in a destination as well as specific activities or events, generating much higher engagement than standard video. </p> <p><a href="https://skift.com/2017/01/17/5-charts-showing-the-untapped-potential-of-360-degree-video-in-travel-planning/" target="_blank">Research from Skift</a> backs this up, but also shows that getting people to actively watch 360-videos is still somewhat of a barrier. It found that while only 13% of users say they’ve interacted with a 360-degree video, 51% of those that have say they find them much more engaging.</p> <p>So which tourism brands have been getting involved? Here are a few of the best examples.</p> <h4>Philadelphia Virtual Tour</h4> <p>Visit Philadelphia allows viewers to jump into the sights and sounds of ‘Philly’ with a series of immersive videos of the city’s most recognisable spots.   </p> <p>Viewers can skate along the Benjamin Franklin Bridge, look around Elfreth’s Alley and experience what it’s like to be in the middle of Washington Square. With a full-screen format plus the option to use a VR headset, it offers a great way to get a glimpse of what’s it like to actually be there.</p> <p><a href="http://www.visitphilly.com/virtual-tour/" target="_blank"><img src="https://assets.econsultancy.com/images/0008/8877/Welcome_to_Philly.JPG" alt="" width="780" height="398"></a></p> <h4>VisitLEX Horses</h4> <p>Lexington in Kentucky is known as ‘horse country’. The city’s tourism board, VisitLex, chose to hone in on this niche appeal this with its 360-degree video, Horses.</p> <p>The video immerses users inside the world of horses, allowing them to see a 360-degree view of race day, the animals being groomed, and the fields in which they roam. By focusing on this rather than the general location, VisitLex is able to target a much more specific audience. </p> <p><iframe src="https://www.youtube.com/embed/4bx-RXegHus?wmode=transparent" width="854" height="480"></iframe></p> <h4>British Columbia: Whistler Within</h4> <p>British Columbia uses action to drive its 360-degree video, Winter Within, showing viewers exactly what it’s like to ski in the area. In fact, by allowing viewers to navigate wherever they choose, it offers more of a view than the skiers themselves can enjoy.</p> <p>While 360-degree tour video might serve a more functional purpose, adventure videos can be effective for really ramping up excitement in the run-up to a trip.</p> <p><iframe src="https://www.youtube.com/embed/VVRAB4eoPbk?wmode=transparent" width="854" height="480"></iframe></p> <h3>Slick UX and design</h3> <p>Last year, I wrote about five tourism websites <a href="https://econsultancy.com/blog/67952-five-tourism-websites-guaranteed-to-give-you-wanderlust" target="_blank">guaranteed to give you wanderlust</a>, and one thing they all have in common is a particularly slick and engaging UX.  </p> <p>While most other types of travel-related websites rely on bookings, focusing on avoiding abandoned user journeys and so on, tourist board sites have the luxury to concentrate on beautifully designed and informative content. </p> <p>Tennessee Vacation grabs the user’s attention with highly visual and arresting imagery, designed to highlight different aspects of the state. It also helps different types of travellers navigate the site depending on what they’re interested in.</p> <p>While indoor and outdoor activities might appeal to families, Nashville’s nightlife is bound to appeal to younger travellers. </p> <p><a href="https://www.tnvacation.com/" target="_blank"><img src="https://assets.econsultancy.com/images/0008/8878/tennessee.JPG" alt="" width="780" height="343"></a></p> <p>Another example of great design is Visit Finland – specifically its animated map.</p> <p>Users are taken around the map as they scroll, with each section detailing information about key attractions within four regions. The map itself is deliberately cartoon-like, however I think this adds to its charm, with the main enjoyment stemming from the easy user experience and bright design.</p> <p><a href="http://www.visitfinland.com/destinations/" target="_blank"><img src="https://assets.econsultancy.com/images/0008/8879/VisitFinland.JPG" alt="" width="780" height="455"></a></p> <p>In the UK, Visit Cornwall also makes use of striking design, integrating site-wide video into its homepage.</p> <p>Showcasing the county’s beautiful coastal views, it effectively captures the user’s attention and shows off its unique appeal.</p> <p><a href="https://www.visitcornwall.com/" target="_blank"><img src="https://assets.econsultancy.com/images/0008/8880/visitcornwall.JPG" alt="" width="780" height="458"></a></p> <h3>Food tourism</h3> <p>Another element that tourism boards are increasingly focusing on is food. Gastronomy is a huge motivation for travellers around the world – the AAA found that an estimated 22m Americans will take a culinary-focused holiday in the next 12 months, while 75% feel that food is an integral part of their trip.</p> <p>It’s not just about recommending <a href="https://econsultancy.com/blog/67785-why-restaurants-need-a-hyper-local-influencer-marketing-strategy/" target="_blank">local restaurants</a> either. Content relating to tasting experiences, food markets, and regional produce can all be effective for engaging foodies – all the while helping to boost local businesses.</p> <p>Catalunya is one tourism board to have a dedicated food section on its website, where it features videos about the region’s famous cuisine and wine. As well as increasing engagement from people interested in food, this type of content also helps to promote the authenticity and unique identity of a place.</p> <p><iframe src="https://www.youtube.com/embed/kXXsUlQgul8?wmode=transparent" width="854" height="480"></iframe></p> <p>NYCGo also has an extensive focus on food, using a magazine style format to delve into the restaurants, food trends, and quirks that make its dining scene so famous.</p> <p>It also promotes food events happening in New York City, helping users to plan specific trips and events as well as gain inspiration.</p> <p><img src="https://assets.econsultancy.com/images/0008/8881/NYCGO.JPG" alt="" width="750" height="677"></p> <h3>Instagram</h3> <p>It’s unsurprising that most tourism sites have a very strong presence on Instagram – it’s a trend that’s seen across the entire <a href="https://econsultancy.com/blog/68815-becoming-an-influencer-notes-from-a-fledgling-travel-blogger/" target="_blank">travel industry</a>. However, it is a great way for tourism boards in particular to establish themselves as a standout brand, using the platform to increase visibility and awareness.</p> <p>Whereas Twitter or Facebook might create a more passive user experience, an increasing number of people are using Instagram to search for inspiration.</p> <p>Tourism boards are able to capitalise on this, delivering stunning and inspiring imagery based on destination-interest.</p> <h4>PureMichigan</h4> <p>PureMichigan has an impressive 516,000 followers on Instagram. Compared to VisitCalifornia’s 295,000 and NYCGO’s 212,000 – the US state is clearly doing something right.</p> <p>Most of its success appears to be down to a focus on user generated content, with the channel continuously posting and crediting imagery to others. </p> <p><img src="https://assets.econsultancy.com/images/0008/8883/puremichigan.JPG" alt="" width="780" height="499"></p> <h4>Greenland</h4> <p>Greenland makes the most of its photogenic landscape, using Instagram to showcase everything from its epic icebergs to magnificent wildlife.</p> <p>It doesn’t only just focus on the imagery, however, with its captions providing users with informative insight into life on the island.</p> <p><img src="https://assets.econsultancy.com/images/0008/8882/Greenland.JPG" alt="" width="750" height="650"></p> <h4>VisitLondon</h4> <p>Finally, VisitLondon shows that you don’t always have to use Instagram to target international travellers.</p> <p>Posting imagery that celebrates all aspects of life in the capital, it is able to become a source of interest for locals as well as potential visitors.</p> <p><img src="https://assets.econsultancy.com/images/0008/8884/VisitLondon.JPG" alt="" width="780" height="574"></p> <p><strong><em>Related reading:</em></strong></p> <ul> <li><em><a href="https://www.econsultancy.com/blog/69052-how-visitscotland-is-transforming-the-traditional-tourist-body">How VisitScotland is transforming the traditional tourist body</a></em></li> <li><em><a href="https://econsultancy.com/blog/67996-what-travel-tourism-marketers-can-learn-from-discover-la/">What travel &amp; tourism marketers can learn from Discover LA</a></em></li> <li><em><a href="https://econsultancy.com/blog/69109-why-visit-sweden-and-other-tourism-boards-are-teaming-up-with-airbnb/">Why Visit Sweden and other tourism boards are teaming up with Airbnb</a></em></li> </ul> tag:econsultancy.com,2008:Report/4583 2017-09-05T12:42:00+01:00 2017-09-05T12:42:00+01:00 Snapchat: How brands are getting creative on the service <p><em>Snapchat: How brands are getting creative on the service</em> looks at how leading brands are using image sharing and messaging service Snapchat in <strong>creative and pioneering ways</strong>.</p> <p>Launching in 2011, Snapchat now has more than 166m daily active users, and is particularly popular among younger users (Generation Z and millennials). This, along with its <strong>highly visual interface and storytelling tools</strong>, make the mobile-first platform attractive to marketers looking to <strong>engage younger audiences</strong>.</p> <p>This report offers valuable insight into just some of the ways marketers can use Snapchat's features, and should give some indication of the importance of <strong>'mobile moments'</strong> to marketing and engagement in the future.</p> <h2><strong>What you'll learn</strong></h2> <ul> <li>About River Island’s use of location-based in-store filters</li> <li>How the Electoral Commission used the service in an attempt to drive registrations among young voters</li> <li>About Marriott’s foray into creating ‘Snapisodes’</li> <li>How luxury fashion house Burberry has experimented with offering exclusive Snapchat content</li> </ul> tag:econsultancy.com,2008:BlogPost/69392 2017-09-04T15:00:00+01:00 2017-09-04T15:00:00+01:00 Amazon turns Twitch into an influencer sales platform Patricio Robles <p>Even to this day, there are still <a href="https://www.theverge.com/2014/8/25/6066509/why-it-makes-sense-for-amazon-to-buy-twitch">different</a> <a href="http://www.businessinsider.com/amazons-970-million-purchase-of-twitch-makes-so-much-sense-now-its-all-about-the-cloud-2016-3">theories</a>, but whatever Amazon was thinking at the time, it is now aiming to use Twitch to drive sales for its retail empire.</p> <p>On Thursday, in the lead up to the PAX West video game conference, Twitch announced a new program under which users who stream through Twitch will be able to feature products they like and receive a commission from Amazon for sales they refer. As Bloomberg's Spencer Soper <a href="https://www.bloomberg.com/news/articles/2017-08-31/amazon-turns-thousands-of-twitch-streamers-into-product-pitchmen">detailed</a>:</p> <blockquote> <p>The Gear on Amazon feature will let Twitch streamers showcase their favorite products as a widget on their page. Viewers who click the widget are routed to Amazon, where they can buy the streamer’s favorite items. The streamer gets a commission of as much as 10 percent on each sale, Amazon said.</p> </blockquote> <p>Currently, Twitch has over 100m monthly visitors and claims to reach more than half of all millennial males in the U.S. More than 2m of its 10m daily active users actually broadcast their own streams and nearly half of Twitch users consume more than 20 hours of content on the service weekly.</p> <p>Put simply, even though Twitch is niche, it boasts a ton of highly-engaged users and now Amazon is going to try to turn some of the most prolific into salespeople.</p> <p>According to Tobias Sherman, who used to head the esports division of entertainment agency giant WME-IMG, Twitch's influencers "are a massive market."</p> <p>"They are the same as sports figures in being able to convert eyeballs and fans into dollars and cents. Everyone plays games and it tethers everyone together," he explained.</p> <p>Twitch's Gear on Amazon program will be open to tens of thousands of Twitch users who are members of its partner and affiliate programs. These, like the YouTube Partner Program, are designed to reward popular content producers with the ability to earn money for publishing their content on Twitch.</p> <p>Gear on Amazon could make participation in these programs far more lucrative. After all, popular Twitch streamers who are able to take advantage of their influence to help sell physical products for which they receive commissions of up to 10% could find that affiliate commissions add up a lot more quickly than ad revenue shares do.</p> <h3>Amazon's influence on influencer marketing</h3> <p>It seems there are few markets that Amazon doesn't have a hand in, and the ecommerce giant is clearly interested in putting its imprint on the influencer marketing space.</p> <p>Gear on Amazon is the second program Amazon has launched this year that seeks to turn influencers into affiliates. In April, the company <a href="https://econsultancy.com/blog/68961-amazon-tries-its-hand-at-influencer-affiliate-marketing/">launched a beta of an invite-only Amazon Influencer Program</a> "exclusively designed for social media influencers with large followings and a high frequency of posts with shoppable content." </p> <p>Influencers who participate in the Amazon Influencer Program get the opportunity to curate their favorite products on an Amazon-hosted page that has a vanity URL. As TechCrunch's Sarah Perez described it at the time, "Basically, it's a more exclusive step up from Amazon Affiliate linking, and offers a better browsing experience."</p> <p>While it remains to be seen whether or not Amazon will actually find success trying to merge influencer and performance marketing, there are a growing number of reasons to believe that performance marketing will indeed become a more prominent part of influencer marketing. These reasons include:</p> <ul> <li> <a href="https://econsultancy.com/reports/measuring-roi-on-influencer-marketing">Measuring the ROI of influencer marketing</a> continues to be a challenge for many marketers.</li> <li>Fees charged by top influencers have been skyrocketing, causing some marketers <a href="https://digiday.com/marketing/confessions-social-media-exec-no-idea-pay-influencers/">to question</a> whether the costs can be justified.</li> <li>Emerging threats <a href="https://econsultancy.com/blog/69343-are-marketers-underestimating-the-fraud-threat-to-influencer-marketing">such as fraud</a> could undermine the market.</li> <li>Big platform owners like Facebook <a href="https://econsultancy.com/blog/69355-is-facebook-preparing-to-tax-influencer-marketing-campaigns">could seek to tax</a> influencer marketing campaigns on their platforms, increasing costs. </li> </ul> <p>Tying influencer compensation to sales could help address many of the challenges the influencer marketing ecosystem is facing and if any company is capable of pushing the ecosystem in this direction at scale, it's Amazon.</p> tag:econsultancy.com,2008:BlogPost/69387 2017-09-04T10:17:20+01:00 2017-09-04T10:17:20+01:00 Six ways ‘boring’ B2B brands stole A+ social video from B2C Lydia Cockerham <p>Let me tell you something about video: it’s a great leveler. You might not have a gorgeous product to take endless filtered photos of. You might not have millions of followers on social to help make everything you do a viral success. But I bet you can whip out your iPhone, hit record and tell an interesting story about what you do and why it’s important.</p> <p>“But I’m not sure my product/service/brand/team/customers are what Facebook/Twitter/YouTube/Instagram wants to see,” you cry. Don’t worry. On social anything can succeed if you frame it in the right way. That’s why over 17 million people have watched <a href="https://www.youtube.com/watch?v=IjeKw0B8PG8" target="_blank">this video of people and machinery performing repetitive tasks</a> and why <a href="https://www.youtube.com/watch?v=y3yRv5Jg5TI" target="_blank">a woman wearing a mask</a> was the most shared Facebook video of last year.</p> <p>While <a href="https://econsultancy.com/blog/68290-brands-too-dependent-on-facebook-organic-reach-study/" target="_blank">brand reach plummets on Facebook</a>, video is being prioritised and shared more than ever across the entirety of social land. It remains the best way to get seen by your audience on social. And as your competitors start to jump on the bandwagon, it’s going to be more and more important for you to use social video to reinforce <a href="https://www.skeletonproductions.com/insights/video-content-marketing" target="_blank">every part of your marketing strategy</a>.</p> <p>Though we may kind of hate B2C marketers, they’ve had longer to get to grips with video on social — what works and what doesn’t. So if you’re dipping your toes in, it only makes sense to learn from the best.</p> <p>Here are six examples from B2B brands that are destroying the competition with social video, and the vital lessons they’ve learned from their B2C forerunners.</p> <h3>1. Embrace strong emotion: IBM</h3> <p>Powerful, complex emotions have been proven to <a href="https://hbr.org/2016/05/research-the-link-between-feeling-in-control-and-viral-content" target="_blank">make social users engage and share more</a>. </p> <p>We know that high-arousal and high-dominance feelings are more likely to create a successful social video. Basically, we react well to intense emotions that we feel in control of, like awe, delight or inspiration — we don’t react well to weak or confused emotions that we feel less in control of, like distress or disgust.</p> <p>The most shared content on social, if it isn’t extremely positive or surprising, is emotionally complex. As feeling beings we love experiencing a spectrum of emotions. Almost all of the most successful social videos of recent years have put us through a rollercoaster of feeling: just think of the <a href="https://www.youtube.com/watch?v=RSxOjBIjyhI" target="_blank">John Lewis Christmas ads</a>, <a href="https://www.youtube.com/watch?v=2YDrgoRpic8" target="_blank">Nike’s incredible video content</a>, or the <a href="https://www.youtube.com/watch?v=XpaOjMXyJGk" target="_blank">Dove real beauty campaign</a>.</p> <p><iframe src="https://www.youtube.com/embed/ND2HfNnss3M?wmode=transparent" width="560" height="315"></iframe></p> <p>So here comes IBM with a video about puppies being trained as guide dogs. You know it’s going to pull on all sorts of heartstrings.</p> <p>It does — and that’s why it’s so powerful. In just over two minutes you feel joy, pride, sadness and a whole range of bittersweet emotions. This kind of emotional content cuts through the noise on social media and speaks to people on a deep, honest level.</p> <p><strong>What to copy:</strong> Don’t just focus on educating your followers about your brand and the products or services you provide. Try tapping into emotional stories from your team, your clients, or your work itself. If you get the balance of emotions right this can be extremely effective way of raising brand awareness and sharing your values with potential customers.</p> <h3>2. Use influencers: SAP</h3> <p>Influencer marketing is still an underused tactic for many B2B marketers, though we’ve seen B2C brands <a href="https://www.youtube.com/watch?v=LS-ErOKpO4E" target="_blank">ramp up</a> their <a href="https://www.youtube.com/watch?v=PNidbHZBPxU" target="_blank">efforts</a> in recent years. But if you want to reach new audiences and boost your following on social media, there are few ways more effective.</p> <p>Yes, these relationships take time and effort to nurture. But not only can they help you target new sections of your audience that were previously unavailable to you — they can also help you create effective social video in the first place.</p> <p>That’s because the best influencers generally want some sort of hand in creating the content they’re agreeing to promote. By working together with influencers on your social video you may find you create something far more interesting than you could have alone.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FSAP%2Fvideos%2F10153514639296770%2F&amp;show_text=0&amp;width=560" width="560" height="350"></iframe></p> <p>SAP, a business management and customer relations company, teamed up with influencer Brian Fanzo to create a series of live Facebook videos at its annual conference. The result was beneficial for both parties, as they were able to reach each other’s audiences for the first time.</p> <p><strong>What to copy:</strong> There are relationships everywhere that you can cultivate to create outstanding content. This could be another business in a related but non-competing market or a well-known industry expert. Keep your eyes open for opportunities to collaborate and grow together.</p> <h3>3. Teach your audience: Hootsuite</h3> <p>We all want answers to our questions. On socal you can find videos showing you how to do everything from <a href="https://www.youtube.com/watch?v=XcoM8PN2G2o" target="_blank">maximising your eyelashes</a> to <a href="https://www.facebook.com/buzzfeedtasty/videos/1922870511298922/" target="_blank">making macarons</a>. Your audience are desperate for knowledge right now that will make their lives easier and help them do their jobs better. So why not give it to them?</p> <p>Hootsuite has capitalised on this fact by creating simple, short, but most importantly actionable advice in the form of social videos. This kind of bite-size content provides useful tips in quick bursts, allowing your audience to learn while they scroll through their news feed. Plus, the more you educate the more you’ll be seen as a trusted authority that leads will turn to for assistance in the future.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fhootsuite%2Fvideos%2F10154695870678821%2F&amp;show_text=0&amp;width=476" width="476" height="476"></iframe></p> <p>Note how the lesson is expressed through on-screen text rather than a voiceover: it’s a smart decision, because the majority of social media users view videos without sound (<a href="https://digiday.com/media/silent-world-facebook-video/" target="_blank">up to 85% of video content on Facebook is watched silently</a>). Here the message is communicated through visuals and text that’s easy to understand no matter which platform you’re on.</p> <p><strong>What to copy:</strong> There’s a fountain of useful knowledge locked away in every business. Instead of hoarding it to yourself, share it with your audience. Make it consistent and quick to consume and you’ll stay top of mind with those who find what you have to say valuable.</p> <h3>4. Tell your customers’ stories: Squarespace</h3> <p>We’re all doing case studies wrong: we’re making them about us, when really they should be about our clients.</p> <p>Your audience wants to hear how a customer that sounds just like them solved their problems, not how awesome your product is. Let case studies do what they’re supposed to — tell the story of your client. Forget shouting about yourself. This is especially true of video success stories, where the potential for social proof is the highest and you can literally let your customers do the talking.</p> <p>Though case studies are less common in the B2C world, we’ve still seen brands like <a href="https://www.facebook.com/britishairways/videos/10156089336500830/" target="_blank">British Airways</a> and American outdoor clothing company <a href="https://www.youtube.com/watch?v=EhETp5oHEx4" target="_blank">REI</a> using the stories of their customers to get across their values in a less salesy, more authentic way.</p> <p><a href="https://www.instagram.com/p/BQoEX6wDXS4/"><img src="https://assets.econsultancy.com/images/0008/8634/Squarespace_instagram.png" alt="" width="650" height="418"></a></p> <p>Squarespace get many things right with this case study video. First of all, it’s gorgeous, which is an essential for a visual platform like Instagram. Although it’s short, it manages to pack in a lot of information about the client, their passions, and what Squarespace helped them to achieve. By giving the customer space to express themselves, the brand adds credibility and trust to all its social marketing.</p> <p><strong>What to copy:</strong> The best person to resonate with your potential customers is someone just like them. So draw on the honest stories of your existing clients, and allow them to get in-depth about their values, concerns and successes. Remember: this isn’t about you, it’s about them.</p> <h3>5. Act like a publisher: GE</h3> <p>You’ve probably heard before that “marketers need to act like publishers”, but nowhere is that more true than on social. For great B2C examples check out <a href="https://www.youtube.com/watch?v=A4DH5cK37Y8" target="_blank">this documentary from Patagonia</a> and <a href="https://www.youtube.com/watch?v=Xh9jAD1ofm4" target="_blank">a tribute to Michael Phelps from Under Armour</a>. </p> <p>On social your audience is looking for things to disrupt their daily routine: news that shocks them, stories that inspire them, facts that energise them. To grab your audience’s attention in the first place you need an eye for a story and a drive to create consistently good stuff. In other words, you need to act like a publisher.</p> <p><iframe src="https://www.youtube.com/embed/K43cvSgChHQ?wmode=transparent" width="560" height="315"></iframe></p> <p>GE is wonderful at taking the work and research it does every day and turning it into compelling social video. This charmingly authentic Snapchat story follows a scientist into a Nicaraguan volcano — it doesn’t have incredible production values but it doesn’t need them. The story itself is interesting enough to warrant a watch, and it’s indicative of a business that is committed to capturing engaging content wherever it might appear.</p> <p><strong>What to copy:</strong> You may not be exploring volcanoes like GE, but you can still create powerful recordings or mini-documentaries of the events happening in and around your business — from the inspiration behind a rebrand to the things your clients do with your products and services.</p> <h3>6. Be fun: Mailchimp</h3> <p>It’s the simplest advice, but sometimes the hardest to follow. (It’s also the difference between an 8/10 brand on social and a 10/10.)</p> <p>Every so often it’s important to be yourselves and have a little fun. It’s a key part of connecting with your audience and showing them that yes, there really are humans behind the brand. Lots of <a href="https://www.youtube.com/watch?v=BlPk91ZqWXA" target="_blank">B2C brands</a> are <a href="https://www.youtube.com/watch?v=a11wlngpuSY" target="_blank">excellent</a> at <a href="https://www.youtube.com/watch?v=dA2F0qScxrI" target="_blank">this</a>.</p> <p>Don’t get so caught up in providing value and becoming a trusted expert that you forget to show some personality. Mailchimp achieves a good balance with a blend of educational and fun content on its social channels.</p> <p><a href="https://www.instagram.com/p/BS67u34l5xd/"><img src="https://assets.econsultancy.com/images/0008/8638/Mailchimp.png" alt="" width="650" height="418"></a></p> <p>Videos like this might seem to serve no quantifiable purpose. But don’t be so quick to discount them — a sprinkling of individuality in a sea of corporate B2B content can do wonders to help you stand out from every other dull competitor.</p> <p><strong>What to copy:</strong> If you’ve got someone willing on your team, let them loose to create social video that’s fun and different while staying true to your brand. Or rotate the job among everyone, so you all get a chance to contribute. This can be as simple as filming your next away day or as complex as creating a custom animation.</p> <h3>Don’t let B2C have all the fun</h3> <p>If you’re a B2B marketer looking to inject video into your social strategy, don’t despair. There are plenty of ways to make your content stand out on social — and plenty of inspiration! Once you start looking you might be surprised at the amount of exceptional videos out there.</p> <p>So keep fighting the good fight for exciting B2B content, you trooper.</p> <p><em>For more on B2B, check out these Econsultancy resources:</em></p> <ul> <li><a href="https://econsultancy.com/reports/digital-intelligence-briefing-2017-digital-trends-in-b2b"><em>Digital Intelligence Briefing: 2017 Digital Trends in B2B</em></a></li> <li><a href="https://econsultancy.com/training/courses/video-marketing-strategies"><em>Video Marketing Strategy Training</em></a></li> </ul>