With the demise of Blockbuster, HMV and Jessops, once again chatter moves to the death of the high street.
The mistake here is in continuing to see the emergence of digital as the demise of offline experiences, instead of recognising how high street brands can use digital to not only optimise all other marketing activities, but also drive footfall and optimise the in-store experience.
I feel strongly that this conversation is not about the death of one communications channel, and with that, the emergence another; it’s about how digital amplifies offline and makes everything else in your marketing spend work that bit harder!
We’ve pulled together six questions to stress test your integrated digital commerce strategy, addressing key emerging trends that are guaranteed to provide high-value return to any business.
1. Where does your brand’s digital presence and the in-store experience begin? Smart retailers are bringing together in-store, online and mobile to offer an enhanced, ‘connected’ shopping experience when and where the customer wants it.Understanding that 51% of shoppers will research online before visiting the store to purchase, emphasises the importance of this connection being made. Also, 32% of us will research online, visit store to view a product, before returning online to purchase – never under estimate how your online offering meets the in store experience, make them mutually support each other!
2. Are you getting personal enough? Real-time relevancy is not a new concept, however many retailers surprisingly aren’t making the most of the opportunity and maximising location-based services as a means of direct consumer engagement. 75% of mobile users are more likely to take an action after seeing a location-specific message and 53% of mobile users are willing to exchange their location in exchange for more relevant content, so tailored offers and customised content should be central to your communications strategy.
Is your business as good at sharing as it is at selling? 70% of consumers visit to get inspiration on what to buy, so cashing in on Polyvore-style user experiences will pay off in the year ahead! Consumers look for curated content to help them negotiate the maze of online opportunities to shop and identify the most relevant purchase to them, so make sure you’re everywhere, relevant.
Skills for sale – how networked is your business? As irritating as it sounds, time is money and skills have a financial value. The number of online services such as Uber , Exec, and MyBuilder -which sell knowledge and expertise in tranches of time – are set to grow fast in 2013. Exec has already raised $3.3m in investment. Realise the importance of clustering and co-marketing your promotions, products and services.
5. Are consumers in your driving seat? ‘Make-an-offer’ shopping will take consumer power to the next level. With sites such as Buystand set for full launch , shoppers will be able to state what they’re willing to pay for a product, rather than be told what their goods will cost – this is an interesting concept for commerce in 2013. Whether it matters to your business this year is up for you to decide.
6. Is big data, big business for you? How much do you know about your customers? As the connectivity between consumers and their devices continues to grow stronger, data sets owned by businesses are growing. Brands will increasingly use this information to understand their customers better and deliver a superior retail experience, augmented by social media data. According to a survey by Gartner, the demand for big data will generate 4.4 million jobs globally!
Arena Celebrates ‘London’s Most Beautiful World Heritage Site’ with DOOH Campaign
London. 28 July 2014. Media planning and buying agency, @ArenaMediaUK has unveiled Kew Gardens’ first ever DOOH campaign, celebrating the beauty of the London attraction and encouraging tourists to visit this summer.
The 4 week campaign – launching on Monday 28 July – will showcase the activities on offer at Kew Gardens, including the Xstrata Treetop Walkway.
Targeting overseas visitors, the 20” video will be displayed on screens at key tourist Tube stations across London during consumer hours, as well as at Westfield White City. The short film highlights the unique experiences on offer at Kew, as well as its tranquillity, encouraging tourists to visit ‘London’s Most Beautiful World Heritage Site’.
WDMP has hired OgilvyOne creative team, Jorge Oliveira and Valentina Lauro. Having won Iris’ Academy of Extraordinary creative competition in 2013, the creative duo enjoyed stints at VCCP, WARL, Doner and TMW. They were then invited to join OgivlyOne’s social media team to work on Nescafe and Phillips.
At a meeting of the Commonwealth Heads of State in London, the Queen Mother was standing next to the King of Tonga outside Buckingham Palace, when suddenly, one of the horses of the Household Cavalry farted very loudly.
For any modern traveller the provision of a robust, reliable Wi-Fi in a hotel would surely seem as basic a utility as running water, but we all know from bitter experience that for many hotels this does not seem to compute.
We have found an article in Hospitality & Catering News @HandCNews that sets out for readers exactly what is expected by guests, with thoroughly researched independent sources, of what guests want and how hotels can provide what is expected.
Social media presents many challenges, and a B2B marketing roundtable event held recently by Hospitality & Catering News at the citizenM hotel in Bankside, London, sponsored by Armourcoat saw delegates from pub groups, hotels, restaurants and coffee shops come together to share learning.
Leading B2C website 'Great British Chefs' which is very active across many social media channels took part discussing their tactics and strategies, channel by channel, explaining how they use each, how effective they find them as well as the differing metrics used.
This is the first such event but we understand the Hospitality & Catering News team are currently planning more so we look forward to following this progress. [more…]