The internet is going mobile and consumers worldwide are demanding a faster, richer online experience.
Whether it’s on phone, tablet, TV or games console, via Spotify, Netflix or YouTube, people are consuming their media on a variety of technology platforms. But everyone’s choices are different, so should brands pick their winners or cover all bases?
In an effort to make their offerings stand out, more brands are combining online commerce with carefully curated content, helping users to navigate sites and purchase with confidence.
’Advertising should not be obtrusive or compromise the design of your website.’
‘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.