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Developments in ecommerce: Insights from Waitrose, Unilever and Amazon
Emily Barley, Event Reports, IAB Engage, October 2013
This event report looks at several trends now reshaping ecommerce from the perspective of three leading firms: Waitrose, Unilever and Amazon.
This event report looks at several trends now reshaping ecommerce from the perspective of three leading firms: Waitrose, Unilever and Amazon. One major shift is the growth in the number of people undertaking commercial activities on mobile devices, which requires a rethink in terms of website design and functionality. Effectively communicating brand values on digital is another challenge for brands and retailers, and Amazon has found that ads based around utility tend to deliver the best results across different screens. Marketers must also be wary of overestimating what big data can achieve: human factors still have an essential role to play alongside the numbers.
Ad serving: Viewed ads, not served ads
Michael Froggatt, Admap, July/August 2013, pp. 42-43
This article makes the case for a new viewability standard for online advertising being championed by an industry consortium in the US, that would ensure advertisers pay for viewable, rather than served, ad impressions.
This article makes the case for a new viewability standard for online advertising being championed by an industry consortium in the US, that would ensure advertisers pay for viewable, rather than served, ad impressions. Analysis of all rich media ads served globally in September 2012 showed that only 63% were viewable according to the proposed new standard (50% of an ad's pixels in view for at least one second). Moreover, the ads that conformed to this new viewability standard enjoyed a click-through rate that was 54.5% higher than the overall average of impressions served.
Facebook reveal 'new look' News Feed
Laura Murphy and Charles Warnet, Mindshare, March 2013
This summary article follows Facebook's announcement of a new, more visual and less cluttered look to its News Feed in March 2013.
This summary article follows Facebook's announcement of a new, more visual and less cluttered look to its News Feed in March 2013. The main changes are that the News Feed stream will be more prominent, page posts and ads will become more visual, the ability to filter News Feed by Photos, Groups, and Following, and a navigation sidebar with bookmarks and contacts to match look of Facebook mobile. Advertisers should focus on producing visually appealing content and re-engaging fan bases.
Customer service in the digital age: Responding to digital disruption and rising customer expectations
Deloitte, February 2013
This paper outlines six digital trends that have significant implications for the future of customer service and suggests recommendations for responding to them.
This paper outlines six digital trends that have significant implications for the future of customer service and suggests recommendations for responding to them. With consumers spending more and more of their time online, social media, smart phones and tablet devices are being adopted faster than ever. Digital customers are now consuming content online and via mobile devices, at breakneck speeds. The sheer pace of technology-enabled change means that we need to explore the way customer service is currently delivered and reassess the role of traditional customer service models.
Seven steps to smarter digital marketing: Insights from a Google 'Evangelist'
Low Lai Chow, Event Reports, SES Singapore, November 2012
At the SES Conference, Google's Digital Marketing Evangelist Avinash Kaushik offered up seven steps to smarter digital marketing.
At the SES Conference, Google's Digital Marketing Evangelist Avinash Kaushik offered up seven steps to smarter digital marketing. Focus on the user experience to reduce abandonment rates (over 80% of people on most ecommerce sites give up after clicking the checkout button). Look at a brand's share of search and how well it captures the convinced and unconvinced consumer. Pick useful metrics to measure success, not "super-lame" ones such as followers and likes. Improve use of analytic tools. Use visualisation tools to see the interplay between multiple channels. Consider the whole audience, not just the small percentage who have found you. Measure engagement on social media through conversation and amplification rates and value per visitor.
Measuring and managing the customer experience
David Bailey, Warc Exclusive, Advertising Research, 2012
In today's world of connected consumers, word of mouth is arguably the most powerful form of advertising, which is driven by customer experience.
In today's world of connected consumers, word of mouth is arguably the most powerful form of advertising, which is driven by customer experience. This customer experience, in turn, can be determined by a combination of the consumer's brand experience, purchasing experience, usage experience and support experience. Brands can manage their customer experience by looking at each of these aspects. This presentation provides examples of how to directly and indirectly measure how well customer experience targets are being met.
Lindsay Lichtenberg and Marian Adjei, Mindshare, April 2012
In April 2012, Google announced its first round of design changes to its Google+ social media platform.
In April 2012, Google announced its first round of design changes to its Google+ social media platform. Since its launch in September 2011 the network has grown to over 170 million users to date, with nearly 30% of the audience engaging daily. Changes are detailed in this article, with the aim to be to drive growth and user engagement. Whilst overall engagement with the platform is still low, brands are advised to take note, as Google+ is beginning to represent a very important (if not central) piece of the Google portfolio.
Baidu: A Marketer's Guide
David Wolf, Warc Exclusive, October 2011
Baidu is known as the 'Google of China' but while search, and its Phoenix Nest system, forms the basis of its revenues, it is seeking to grow beyond its core competence.
Baidu is known as the 'Google of China' but while search, and its Phoenix Nest system, forms the basis of its revenues, it is seeking to grow beyond its core competence. Forbes puts Baidu's market share of paid search at 78% and it's expected to rise to 89%. Baidu has faced controversy over its handling of its power. It has worked hard to clean up its image but continues to face allegations. In its quest for transparency Baidu has made available (mostly for free) vast amounts of quantitative and qualitative data about China's online users and their interests, with Baidu Index, Billboard and Data offerings and a series of more in-depth tools for clients. As well as Phoenix Nest and the more advanced option, BrandLink, new forms of search marketing and enhanced display advertising are available. Also covered in this article is new development, Box Computing; Baidu's approach to mobile and social; and how to work with Baidu.
Branding: Digital architects needed
Vicky Bullen and Christian Barnett, Market Leader, Quarter 3, 2011, pp. 50-52
A review of advertising history reveals that when a new medium appears, it takes time for advertisers to develop creative approaches that exploit its potential.
A review of advertising history reveals that when a new medium appears, it takes time for advertisers to develop creative approaches that exploit its potential. So, early press ads reproduced the 'salesman', and early television ads were animated press ads. The same argument applies to digital developments. Vicky Bullen and Christian Barnett draw parallels with the roles of builders and architects in construction in order to illustrate the evolution of digital brand communication. Do you want your brand to be the online equivalent of the Gherkin, a skyscraper in the City of London that is beautiful and engaging? Or would you rather it was a functional 'Mc-box'?
"There will be blood": predicting future trends for the media sector
David Tiltman, Event Reports, Spikes Asia, November 2010
This paper - which includes a video section - reports on an interview given to Warc by Rishad Tobaccowala, chief strategy and innovation officer at Publicis Groupe's VivaKi division, at a Starcom MediaVest-hosted session timed to coincide with the 2010 Spikes Asia Advertising Festival conference.
This paper - which includes a video section - reports on an interview given to Warc by Rishad Tobaccowala, chief strategy and innovation officer at Publicis Groupe's VivaKi division, at a Starcom MediaVest-hosted session timed to coincide with the 2010 Spikes Asia Advertising Festival conference. He addresses the rise of digital technology, its impact on both the marketing and media sectors, and what executives in those industries can expect in the years to come.
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