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‘Buy It Now': But what are brands buying?

facebook-example@mobile-fc0dda663c1ce10345ebca80a93dcfeeThe last month has seen the rise of the ‘buy’ button, signalling that the face of online retail has changed significantly. Facebook, Google and Pinterest have all begun testing new e-commerce features that are set to make the most of the ‘I want it now’ economy.  However, each new button offers a different consumer experience – so what are brands buying with ‘Buy It Now’?

Facebook ‘Shop’ pages

Facebook actually introduced its ‘Buy It Now’ button last year, but earlier this month announced that it will be introducing it to new ‘Shop’ pages – a wholly unique and premium offering.

Five reasons why fashion e-commerce has a bright future – part two

Google glass fashionIn the previous post we explored two trends around fashion e-commerce. On top of the rise in investor confidence and smart technologies enhancing virtual fitting, the following three trends further validate the progress in fashion e-commerce.

3. Online shopping as a social activity

Thanks to new technologies, online shopping is turning into a social activity too: consumers have plenty of tools to connect with their peers and get instant advice, whether that’s from online customer reviews, visual consumer-generated content (CGC), or even Q&A support where answers are provided by consumers and not just the brand.

Email, back from the dead?

A report published earlier this month by security firm Symantec states that the number of spam emails received by consumers has fallen to a 12-year low. This announcement strikes a chord with many email marketers who may now be considering the impact this decline will have on the effectiveness of their campaigns in the future. Will the decline in spam now allow email marketing to reach its full potential?

Spam has long been seen as the bane of internet professionals and marketers alike. Sending unwarranted emails into the inboxes of millions of internet users regardless of their age, gender or any other demographic – let alone what they are actually interested in. The consequences of spammers unloading millions of emails into inboxes worldwide is that people are less likely to open an email which is not personal to them.

Hitting the optimise button

WordPress SEOContent management systems (CMS) like WordPress, Drupal and Joomla have been hailed as the future (and present) of websites and SEO. They’re easy to build and optimise and popular because they don’t require the same coding expertise as HTML; anyone can create an attractive, simple and functional website.

When it comes to optimising WordPress sites, there are some great plugins out there – like Yoast and All In One. That said – and the crux of this blog – to get the most out SEO plugins you still need to know the basics of web layout and optimisation.

The art of A/B: Driving creative performance through testing and learning

(Flickr/Tom Woodward)

(Flickr/Tom Woodward)

Less than a decade ago, brands were limited to print, radio and TV to connect with target markets, relying on tools like Nielsen to determine reach and demographic fit. Yet there was no good way to know which channels and messages drove the bottom line. Nowadays there are more tools and technologies available to marketers than ever before, so it’s crucial to embrace A/B testing and ensure the creative is just as effective as the marketing technology.

A/B testing, also called split testing, pits two different versions of the same piece of creative (whether that’s a web page, email or lead generation form) against each other to measure effectiveness. By testing them in parallel, you can isolate changes to see the impact, and build on those for high-performing campaigns.

Five things not to do when it comes to mobile UX

Since ‘mobilegeddon’ hit, marketers and business owners have been stressing about ways to improve the usability of their mobile sites, to avoid being penalised by Google. Unfortunately, not everyone is getting it right. Here are five things not to do when it comes to user experience on mobile sites.

Don’t treat your mobile site like a desktop

On mobile and tablet devices, users are relying on touch or voice, not mouse or keyboard, so digital teams shouldn’t design desktop and mobile sites in the same way. Firstly, the interaction design should be completely different. There aren’t any options for a hover tool on a mobile or a tablet, for example. This is one of the biggest differences and something that anyone looking to optimise a website for mobile should bear in mind.

The Daily Poke: Wasted

WastedDenmark’s Roskilde – one of Europe’s largest music festival – is known for bringing a bit of enlightenment with its entertainment.

And 2015’s social initiative was the ‘piss to pilsner’ project. Think of it as beercycling if you like – with organisers aiming to collect 25,000 litres of urine from around 100,000 festivalgoers, which will then go on to fertilise malting barley for beer.

Could iBesties encourage young girls to become tech’s shining stars?

a46a3bc76bc43f9b0394f0140c8b86e0_originalLast week on The Wall’s latest vlog, we spoke to two industry experts from Mediaocean about the stigmas around women in technology as well as the career opportunities available to females within the marcoms sector.

European managing director Sarah Lawson Johnston highlighted that the myth that women are not interested in technical roles needs to be combated, and that the stigma around women in tech is a generational thing. “Schools are the way to progressing and females thinking they can do this sort of job,” she explained.

Enter sisters Jenae and Gina Heitkamp, who may have come up with a solution to resolve this industry-wide issue.

The child therapist/entrepreneur and start-up consultant respectively have launched a brand of dolls and books that inspire little girls to be chief executives and tech leaders.

Optimising your mobile advertising across channels

MobileholdingphoneIt was once just a “nice to have”, but now mobile advertising will soon capture the majority of digital ad spend. Driven by rapid consumer adoption of mobile devices, and a corresponding surge in mobile ad clicks and conversions, the latest report by Marin has found that advertisers will spend more on mobile than desktop ads by the end of 2015. In fact, according to the Institute of Advertising Bureau’s 2014 Digital Adspend’s report, mobile advertising accounted for 23% of the total spend – a growth of 63% year on year.

Our report also revealed that while consumers use mobile devices for product research, they still make most purchases on desktops. For advertisers, this means it’s essential to adopt cross-channel advertising strategies that reach consumers across devices and platforms. This aligns with a recent Google report which found that more than 65% of advertising revenue comes from purchases that involve multiple touchpoints.

Emerging digital trends and opportunities for charities

WEB_Wayfindr_RLSBWe’re often guilty, as marketing types, of putting acquisition, data and money ahead of everything, and channeling our digital efforts in this direction. And that makes sense. Digital investment has to demonstrate value. But as charities address their approach to supporter recruitment and fundraising in light of a government review clamping down on charity donation drives, there is an opportunity for charities to think beyond fundraising and consider digital services as part of their achievements.

Positive change doesn’t necessarily happen by asking for more money, but by using digital differently to work smarter.

Take for example the ‘my quantified self’ trend. Through clever new apps, thousands of consumers are collecting data about themselves, to improve and contribute to their daily lifestyles. If more health-related charities used such technologies to gather real-data scientists and analysts, to support research initiatives and clinical trials and improve lives, could use this large-scale insight.