Tag Archives: retail

Smartphone Marketing – the next era

MobileholdingphoneMobile marketing is reaching an evolutionary point that has not been seen since the launch of SMS and the introduction of smart phone apps. It begs the question of whether it is just coincidence that some major innovations and behavioural changes come at a time when the markets are depressed and businesses need different technology to give them that competitive edge. This is exactly what the industry is experiencing in spades at the moment.

The tools available to today’s marketers include everything from new devices, gesture driven user interfaces, location awareness, augmented reality, audio detection, single click payments, scanning, loyalty and coupons. These can be picked up by brands to fix the fragmented multi-channel consumer world that has turned the traditional purchase journey on its head. Read More »

How brands can finally monetize Facebook

facebookVanity marketing has had its day. Organisations can no longer afford to spend money on social media campaigns that deliver no quantifiable return. It is time for Facebook to justify its $80bn valuation and for social marketers to demonstrate something more tangible than nebulous brand recognition figures.

The problem is that social campaigns don’t generate sales. Consumers rarely click on Facebook ads – perhaps then even only by mistake. So how can brands exploit this rich platform of one billion regularly returning users and deep behavioural insight to turn engagement into revenue?

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Class structure revealed in EMEA marketing departments

DatabigstockDigital investment is booming. Despite the tough economic climate and mounting pressure to directly increase the revenue of the overall business, marketers remain committed to investing in digital communication channels. But, whilst the importance of data continues to rise, a class structure is emerging when it comes to investment in technology.

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Surviving the e-commerce explosion

Argos catalogueA recent article by Matthew Chapman on online content creation really hit the nail on the head in terms of the growing power of ecommerce. It nailed the fact that brands need to adapt to the numerous opportunities being presented to them by changes in consumer behaviour.

As deeply involved as I am in ecommerce, it still surprises me how many brands, key decision makers and marketing managers are unaware of the basic facts surrounding the continuing online revolution.

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Content isn’t maximised unless it works cross platform

screenimagesFor the past three or four years, mobile has been purported to be the next big thing for everything from publishing to ecommerce. But it is only now that it is finally reaching critical mass, particularly in terms of the profitability of m-commerce, and having an undeniably substantial impact on the way in which we shop.

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London students plot new social network launch

SocialMediaWordcloudbigstockThree  London based students have got together to try and build a social network that seamlessly links brands with customers.

Social scientist Edward Heywood, computer engineer Peregrine Park, and business management student Sharan Soni have put their skills together to create Urban Cloud – “a social network that unites people on a platform designed to promote collaboration”.

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Technology is the Saviour of Offline Retail

Bricks and motor retail business is under huge pressure and technology sometimes seems to be its enemy. But in fact technology could be offline retail’s saviour.

A challenge is to know what technology to invest in when it everything changes so fast. In such circumstances, it is a great help to root oneself in the way consumers make decisions and consider how technology can best be used to persuade them. There are three key principles of persuasive decision interfaces and in each case digital technology can give the offline retailer an edge: Read More »

Playing the long game – the next wave in mobile and retail

We’ve heard this before: we need to get serious about mobile as game-changer, especially in retail. And, yes, we’ve heard it because it’s impossible to ignore. The rapid developments are particularly acute in the UK. We love our smartphones: the average UK mobile connection used 424 megabytes of data per month, ahead of Japan (392 megabytes) and the US (319 megabytes), despite being 4G newbies.
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Retailers must adapt to reach digital consumers

Burberry Regent Street: new store incorporates multimedia interactivityDeloitte estimates that by 2014 mobile devices will account for 14% of all in store sales. Mobile technology is undoubtedly the single biggest driver of today’s connected consumer, however Deloitte also envisage an eventual evolution of the physical store into a mere showroom, with the sole purpose of facilitating the research phase of the purchase journey.

Does this notion fail to attribute enough credit to retailers in acknowledging, addressing, and reacting to the challenges bought by the digitally connected consumer? Read More »

The future of retail is mobile

I was a little taken aback by the lack of mobile hype at this year’s South by South West conference in Texas. Reading the tweets from last year, it seemed that mobile was the topic on everybody’s lips. While there are numerous mobile talks and panels taking place, it almost seems like it is being downplayed. Perhaps that’s because mobile isn’t shiny anymore, it’s the norm.

There are more iPhones sold every year than babies born. We are living in a world where for a significant number of people, mobile devices are the primary device. Developing countries don’t have legacy desktop machines, they are going straight to mobile and tablet based computing. Read More »