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Six key elements to retailer’s social media success

(TK Maxx/YouTube)

(TK Maxx/YouTube)

Retailers are flocking to social media, with spending on paid social media advertising rising by 73% to £396m during the first half of 2014. But paid advertising isn’t the only way that retailers can get and hold the attention of customers on social media.

Creative, engaging content lies at the heart of any decent social media strategy. Retailers that post regular content, created with the consumers needs in mind, go a long way to building the kind of brand community that people won’t just “like and leave”.

In my experience, there are six key ways that retailers can use social media to effectively engage their audience.

Digital Shoreditch 2015: The Internet of Things

WEB_Internet_of_ThingsWhen I attended this year’s Digital Shoreditch I wondered if it could live up to its billing as a “unique community celebrating the outstanding creative, technical and entrepreneurial talent of London and beyond.”

Would it be about how Shoreditch was the centre of the digital world? Would it be all marketing fluff and hype? Or would there be some depth and substance to it which would acknowledge that people outside of London have internet access and enjoy Kindles and Angry Birds as much as any Tube-battling warrior? So, I set off to find out.

#FROW2025 part three – fashion tech trends to watch

Smartwarch - Wearable Technology

In the final instalment of what the front rows of fashion shows will look like in 2025 in the wake of this year’s London Fashion Week, Paulo Bernini and Julian Douch, associate partners of global agency Open Reply, reveal what will be the future of digital luxury fashion and what they believe will be the top trends to watch.

From virtual trunk shows and geo-location to me-commerce and 3D collections, we hear what was on show at London Fashion Week and which of the latest digital tech and digital devices are set to send shockwaves across the fashion landscape.

An idiot’s guide to buying video programmatically

The rise of the video ad format - infographicProgrammatic is a very complex area and it’s good to understand the key things to know when buying video campaigns programmatically.

The most important criteria when choosing a demand-side platform (DSP) — a technology that buys ads in an automated fashion — is it brings efficiencies to your media buying and provides transparency on where your ads are placed.

The Daily Poke: A swig of pig

A swig of pig 1A quick history lesson. Back in prohibition-era USA, deprived drinkers would have to endure all kinds of indignity to get their hands on a bottle. Often, illegal drinking dens would lay on ‘entertainment’ as a front for the supply of bootleg booze, including such dubious attractions as parading a blind animal on stage. So it was that these underground haunts became known as ‘blind pigs’.

Realising the omni-experience vision – part two

ShoppingArcadeContinuing the conversation around the importance of delivering a consistent customer experience across every channel, Janrain’s Russell Loarridge and David Giannetto, author of Big Social Mobile, delve deeper into the omni-channel experience and


The value exchange is key. A brand needs to put a plan in place to encourage the consumer to share that information and provide insight into social engagement, media preferences and values by giving back a more engaging experience, such as a film recommendation or reminder of a forthcoming event. Those companies looking to deliver an omni-channel experience need also to consider how to build that relationship off- as well as online and via an app – otherwise the fragmented experience will immediately disengage the social consumer.

Should you enter the world of emojis?

(Flickr/Theus Falcão)

(Flickr/Theus Falcão)

It’s weird that you don’t use emojis. It was this message, sent by a friend on Whatsapp, which fundamentally changed the way I communicate online.

In a relatively short space of time, I went from emoji novice to addict. I now catch myself pausing over work emails, wondering how a deft emoji placement could add some warmth or emotional context to an otherwise ordinary message. I stop myself of course, but it’s clear to me that emojis are the digital version of body language, they convey so much with so little.

Fox News and Nike among most emotional brands of April

(Fox News/Twitter)

(Fox News/Twitter)

Marketers and brand managers strive to create emotional connections with consumers. Fostering emotional links can be easier thanks to social, but interpreting the data to monitor, measure and respond to emotional shifts can be harder.

As a marketer, it’s imperative that you manage consumer emotions, and that you have the technology in place to analyse and react to conversations. Why? Because you can’t manage what you can’t measure.

The Daily Poke: Spot the deliberate mistake

Spot the deliberate mistake 1Momentary lapses of reason. For a while now, Snickers has been telling us that these are best avoided by munching on a peanut-packed chocolate bar.

‘You’re not you when you’re hungry’ goes the claim, and with its latest ads, the confectionery brand shows how hunger breeds mistakes.

Mobile operators gain the upper hand in mobile advertising



Ever since the introduction of data services and the rise of applications like WhatsApp and Skype, mobile operators around the world have found themselves on the back foot. Traditional revenues from voice and text messaging have been reduced significantly by the impact of, often free, internet-based alternatives.

And despite the fact it’s mobile operators who provide the networks for applications like WhatsApp to function, it’s these new apps receiving the plaudits and capturing the customer’s mindshare. But Verizon’s recent acquisition of AOL has finally tipped the balance back towards the operator, and it comes at a time when mobile advertising is on the brink of immense change.