‘The people who use eBay like the experience of eBay. Our job is to convert people who were never going to sell there’
The much-anticipated ‘year of mobile’ has finally come and gone. So how much marketing potential do the devices really have, now that many mobile activities have at last gone mainstream?
Under the latest radical reincarnation of google’s ranking algorithms, brands with quality content are likely to see higher search rankings but they still need to use tactical marketing.
The online user experience is now one of the top priorities for marketers, as opportunities for greater digital sales and interaction drive the need for more in-depth analysis and information on customer patterns.
As customers’ purchase journeys become increasingly complex, the challenge for brands is to plot their routes across a mix of online and offline channels, and a growing range of devices.
Industry Attitudes: Marketers have surprisingly informal approaches to online brand protection and only worry about the threats they can see, according to Marketing Week’s research. They should be more concerned about the ones they can’t, writes Michael Barnett.
Classic British menswear brand Belstaff was relaunched last July and its average online customer spends £1,000 per shop. Caroline Rolfe, its newly promoted global director of online, talks to Lucy Handley about meeting the demands of luxury consumers.
Brands need to innovate with social commerce, as well as focusing on the basics of online retail, in order to make their products stand out online like they do on the high street.
David Llamas, chief executive of discount luxury fashion etailer Cocosa, talks to Jonathan Bacon about the business’s revamped digital strategy.
As search engines change and grow, instructive and entertaining videos are becoming a crucial way for brands to get an edge on competitors in search rankings and keep their audience engaged.
The growing trend of dual screening - consumers using devices such as laptops and smartphones while watching TV - is providing new opportunities for brands to increase engagement.
Email campaigns need to be more sophisticated than ever to stand out and achieve clicks, with high levels of targeting and segmentation, a strong visual presence and relevant, compelling content.
As new research shows mobile devices and social media becoming more dominant in search strategies, it is critical that marketers have the budgets to keep up to date with developments in search technology.
Free Wi-Fi in-store allowing consumers to check rival prices while looking at physical products is not without its risks. However, it allows stores to drive sales by collecting data and sending targeted messages to customers.
Social video can be a cost-effective route to building relationships and conversations with consumers locally and internationally – but the content and concept must be clever and relevant, finds Steve Hemsley.
An effective app can enhance a business in a variety of ways but with so many available, brands must ensure that their creations are popular and that they keep customers engaged.
‘People today can interact with businesses across multiple channels and devices. Businesses have to figure out how to best attract, engage and retain these customers in a world where the reach and quality of experiences directly impact success.’
IT and technology companies are reaping the rewards of developing content strategies and interacting with business customers using social media as a B2B tool. Matthew Valentine looks at how these commercial relationships are developing
Capturing relevant data from customers is key to building sales and loyalty but people need to trust the companies they deal with before they give them access to their personal information.
Although real-time bidding has transformed online advertising, major brands are still nervous about using the buying technology for mobile platforms. Steve Hemsley looks at the opportunities and challenges facing mobile RTB.