Category Archives: Mobile

Fashion, social media and the key to brand engagement

burberry London Fashion Week catwalkWhile social media certainly has its place as part of an overall marketing strategy, fashion brands need to look beyond the medium’s ability to simply drive short-term sales. Social media has proved itself to be a very powerful tool in some circumstances, but when it comes to clearing clothes rails its effect on our immediate purchasing decisions may be less powerful than commonly assumed, while its real potential remains overlooked.

Of course, popular brands will continue to clock up followers and endorsements on social media – ASOS is particularly good at this – but many of these individuals will be looking for opinions, reviews or customer service, rather than opportunities to make purchases. As such, a social media strategy designed purely to drive sales is going to deliver relatively poor ROI. Assessing the commercial value of a ‘fan’ on social media has long vexed digital strategists. How can you measure the value of different types of consumers – is a dedicated follower of fashion worth more or less than a fan of a specific brand? Read More »

Mobile signals the end for banner ads – so what’s next?

Mobile dataBanner ads. They have been a staple of online advertising for the best part of two decades. But when delegates at numerous conferences are told they’re more likely to climb Everest or survive a plane crash than click on a banner ad, it’s clear this advertising format has had its day.

Banner click through rates have been steadily declining over the past few years, reaching a current low of around 0.1%. Banner ads are often ignored and are unsuitable for mobile due to its small screen size. This, and the high incidence of accidental touch-screen clicks that negatively impact campaign measurement and increase costs, are encouraging marketers to seek alternative options.

Engaging ad formats are imperative when targeting the multi-tasking millennial generation who use multiple connected devices at the same time. So what is the next step for advertisers looking to move on from the age of the banner and engage today’s mobile dependent, highly distracted consumer? Read More »

In-store digital…when does it truly succeed?

ImaginationIn the current retail market the rules of brand engagement are in a continuous state of flux. The speed of this change has lead to a lot of knee jerk reactions from retailers as they seek to integrate digital into their offer.

But where is the framework that helps define the real necessity of in-store interactivity? How can we tell when the integration of digital into a retail environment will eventually result in a real measurable and tangible difference.

The methods of retail engagement within a store environment have always relied on the relevance and desirability of the product offer, its price position, and the attraction of its presentation display. Finding the right balance between these methods generally has us reaching for our wallet and moving to that final goal, the moment of purchase. Read More »

The battle for your home screen

social media appsThe battle for first swipe is something you may not have heard much about. With wearable tech and the Internet of Things dominating the headlines, the struggle for control of your mobile’s home screen has been largely ignored. However, a series of recent launches suggest this is an area of serious interest.

Twitter is trying to put messages in front of people before they even unlock their phone and recently acquired smart lock screen app, Cover. The Android app lets the user customise the applications they see and when they see them and works by displaying apps contextually based on actions and locations. Widely regarded as a move to compete with Facebook’s Home service, Cover may give Twitter the chance to deliver tweets and messages outside of its dedicated app and further highlights the social platform’s mobile-first ethos. Read More »

Could mobile coupons be a secret retail weapon?

coupn by HA! Designs - Artbyheather FlickrTraditional couponing is big business in the UK. According to figures from coupon experts Valassis, 257 million coupons worth £850m were redeemed in the first half of last year, and shoppers are currently saving an average of £5.70 a month using them.

They initiate intent, create a psychological contract with the brand, act as a reminder to buy, help to signpost the product in-store and obviously deliver a compelling incentive to purchase by reducing price. In fact, in our experience, they remain one of the single most effective tools in our arsenal to drive trial. Read More »

Mobile footfall tracking: the Google Analytics of the offline world

ShoppingArcadeWhen it comes to shopper insight, online retail has long had the edge when it comes to seeing how shoppers are moving around the virtual shop floor, what they are buying and how often they revisit a site. Wifi and beacons are changing all that.

With the introduction of both, physical retail now has the tools to readdress this imbalance. The footfall tracking capabilities of both technologies enable retailers to follow shoppers’ mobile phones as they move around from street to store.

Beacons’ promise of cost-effective, targeted, localised, personalised and timely messaging to shoppers in or before store has been exciting retailers. However, delivering communications direct to the mobiles of people on a shopping mission is only one of their uses. Because they can be used to triangulate shoppers’ positions and create a real-time store movement map, they are an unbelievably rich source of shopper insight and store data. Read More »

5 ways charities can make websites more donation-friendly

Online payment by EP TechnologyThis week we published our 2014 charity website survey which looked at how effectively the top 50 UK charities use their websites to drive donations.

Our research threw up some significant differences in the ‘donation-friendliness’ of these leading charities with some important lessons to learn ahead of the key pre-Christmas fundraising season: Read More »

10 questions to ask when choosing a mobile agency

Mobile dataIn a market that is increasingly diverse, fast-moving, and difficult to understand – the challenge of choosing the right mobile agency has never been greater. Here are ten of the most important questions (and answers), to help you decide: Read More »

Advertisers should see the value in cookieless technology

IpadgirlIt has been more than 18 months since Safari began blocking third party cookies and it is possible other browsers will follow suit, with continued threats from Mozilla. As the mobile channel and Safari emerge as drivers of conversions, now more than ever advertisers need to concentrate on cookieless technology.

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Joining the dots with HTML5 cross-screen advertising

HTML5 – not just the latest buzzword in this content crazy worldLast year saw extraordinary growth in mobile advertising with a 105 per cent increase in global mobile ad spend. What’s more, predicted growth for 2014 is almost as high as advertisers continue their quest to reach today’s distracted, on-the-move consumers. By the end of the year, mobile is expected to account for almost a quarter of digital ad spend worldwide.

With all the noise around mobile advertising, it’s easy to believe that mobile is actually replacing other screens such as desktop, but while mobile use is increasing, consumers still interact with traditional screens just as often as they do with tablets and smartphones. Consumers are not only on the move, but are continually switching between devices for different uses and expecting a seamless transition along the customer journey. Rather than being a separate media bucket, mobile should be considered as part of a wider strategy that enables cohesive advertising campaigns across every conceivable device including gaming consoles, connected TVs, and desktop. Read More »