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Moving Pictures - Unlock the ROI Of Online Video

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Moving Pictures - Unlock the ROI Of Online Video

Usage of online video continues to grow at a significant rate and has now become a key pillar in many marketing strategies.

  • Video accounted for 64 percent of all consumer Internet traffic in 2014
  • Videos on Facebook now receive over four billion views per day - helped significantly by Facebook’s auto-play settings!
  • PwC anticipates that video will be the fastest growing area of Internet advertising in Australia, tripling in value in the next 4 years
  • Nearly 1 in 3 millennials confirmed they have purchased a product as a direct result of watching a tutorial or how-to video about it

Organisations are investing a great deal in their video content strategies and are using the medium as a powerful and engaging tool to communicate brand and product concepts.

One key aspect that has historically been overlooked is driving action from video content. A number of brands are leveraging shoppable videos that highlight design trends via a brand ambassador or stylist to discuss what’s hot. Shoppable video then makes it easy for customers to find the full product details and purchase online. The critical factor is to deliver engaging content that showcases products whilst intertwining a story that compliments the viewing experience.

Leading examples of mixing video content and action include Burberry’s runway video which is an elegant example of melding new fashion looks with shopping abilty; Kate Spade with their beautifully executed campaign featuring Anna Kendrick - The Waiting Game and Joyus who use this technique for nearly all of their products online.

Video can be a very effective medium to communicate difficult concepts online such as size and scale of products, demonstrate features and benefits for complex products, address issues that may arise post sale and provide product tutorials.

Ultimately, video content is great at communicating engaging and emotive concepts and should be used to bring your brand alive.

Keen to learn more? Come along to my Online Retailer Conference session - Moving Pictures: Unlock the ROI Gold in Online Video on 22 July where I’ll cover video trends, making content actionable and provide insights on creating effective video content.


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Mary Meeker's 2015 Internet Trends Report

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Mary Meeker's 2015 Internet Trends Report

Mary Meeker has just published the 20th version of her influential annual assessment of digital trends and the Internet economy. She has a history of recognising the biggest digital trends and identifying the most important start-ups.

Her Internet Trends 2015 presentation runs to 196 slides and is heavy with detail. Below is my tl;dr version with 17 key slides highlighting the relevant global trends.

You can view the full presentation below or download the PDF.

 

There is still significant upside for mobile advertising spend growth. Print continues to receive significant media spend relative to the number of eyeballs...

 

Mobile video viewing has provided an opportunity for different video orientations... (see snapchat, periscope and meerket)

 

Apparently men use pinterest too...

 

Visual media drives Internet usage for teens...

 

consumers now expect almost anything to be available just in time...

 

Cyber attacks grow in scale and awareness...

 

creative and knowledge based jobs continue to outpace routine and manual occupations...

 

The millennials have arrived as the largest generation in the Workforce - soon to be the generation with the highest purchasing power...

 

It's not all about money for millennials...

 

Opportunity for Incomes to be materially supplimented by additional income streams...

 

Tencent provides insight into the scale of hundreds of millions of chinese internet users...

 

India is rapidly entering the internet mainstream with over 200 Million internet users, growing over 37% last year...

 

The Indian market is already driving growth for global Internet Leaders...

 

Indian Internet use continues to be more mobilised than almost all other countries...

 

Design continues to heavily influence leading customer experiences...


You can view the full presentation below or download the PDF.


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Exploiting Video In Your Content Strategy

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Exploiting Video In Your Content Strategy

Earlier this month I presented at the October Interactive Minds event - Exploiting video in your content strategy. The event considered the role of video in a content strategy and how organisations are leveraging the opportunities that video provides.

Mark Blair from Brightcove and Farhad from Charger Studios presented some practical tips on how video can effectively be used throughout the various stages of a customer's journey as well as real-world video production techniques.

Douglas Nicol from The Works had a captivating presentation on the secret life of social video. For the last 4 years, The Works and UTS have been on a mission to discover the facts about how Australians use social media. It’s called the Datafication project, it takes large social media data sets and extracts factoids for your marketing pleasure. It’s definitely worthwhile checking out at  www.datafication.com.au 

I reviewed the landscape of shoppable and interactive videos as well as sharing Michael Hill's experience in driving sales and conversions through video. I also covered video as a key tenant of a content strategy and ensuring that video content production is commercially viable.

The team from 90 Seconds captured highlights of the action from the morning:

My personal highlight from the morning was an amazing brand story telling example from Guinness using video to present the society of elegant persons of the Congo...

You can view my presentation below (no audio):


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Online Fashion Success 2014

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Online Fashion Success 2014

I presented last week at Online Fashion Success in Auckland. The event was a one day leadership workshop for the online fashion industry - focusing on digital innovation that sells.

My presentation included a case study of Michael Hill's digital journey and global focus.  There were a range of great presentations along the theme of digital transformation in the fashion industry and a great case study from Superette founder James Rigden on his personal experience in connecting big ideas to customer requirements. 

OnlineFashionSuccess_MichaelHillCaseStudy

One of the highlights was the first Asia Pacific live demonstration of the StyleShoots photo machine. The unique lighting and camera orientation means that deep etching and colour matching aren't required for product shots - saving significant time and cost. The system is used by fashion retailers like Forever21, BooHoo, Marks & Spencer and Macy's. Definitely worthwhile checking out if you complete fashion photography at scale.

The StyleShoots Photo Machine

The StyleShoots Photo Machine

See how Zolando leverage the StyleShoots system in their web asset production:


Another personal highlight was seeing a hype reel from ASOS highlighting their business achievements in late 2013 and early 2014 and confirming the scale at which they operate. Some of the mind boggling stats:

  • The ASOS production team now shoot over 3,000 products per week
  • They sell on average 2 womenswear items every second
  • ASOS now actively engages on 25 social platforms
  • In December 2013 alone they had 4,700 live chats for US and German customers and a total of half a million customer interactions
  • They have 1.53Million unique visitors per day to their sites and a total of 8.2Million active global customers

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Digital Divas & Global Commerce Trends - iMedia Summit 2014

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Digital Divas & Global Commerce Trends - iMedia Summit 2014

I recently presented at the 2014 iMedia Online Retail Summit with Amblique Founder & Strategy Director Justus Wilde.

Justus provided a market update on global eCommerce trends including research from the University of Arizona which surveyed more than 7,000 consumers in the US, UK, France and Germany and uncovered an emerging and valuable consumer segment that retailers should know and serve – Digital Divas...

Justus also explored how retailers around the globe are digitising the instore experience and redefining shopping however customers choose to shop.

Today’s consumer assumes you know who they are, what they want, how they like to shop and that you will be able to service and support them whenever and however they like. This paradigm shift means that customers now expect experiences, meaningful interactions and real time advice from retailers.

I presented a case study of some of the challenges associated with launching eCommerce on an international scale as well as tactics to maintain a customer centric approach online with interactive content and features.

View the full presentation below.



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2014 Interactive Minds Digital Summit

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2014 Interactive Minds Digital Summit

The second Interactive Minds Digital Summit was held recently at the Brisbane Convention and Exhibition Centre. The event didn’t disappoint with around 300 digital marketers in attendance, an international keynote speaker, 15 local and interstate speakers, networking and a nationally trending Twitter hashtag.

The keynote, Sara Shikhman had interesting insights and practical experience in creating a rapidly growing online pureplay that rents ‘handsome & talented men on demand’ (certainly a unique business for most of the audience). There was some great topics and coverage on current trends of content marketing, personalisation, data strategies and collaborative consumption. For me, the highlight was gathering and networking with the broader Brisbane digital marketing community.

Again, Rob Hudson did an amazing job as Chairman on the day with his unique insights, humour and an air horn. Great job to everyone involved at Interactive Minds – I’m looking forward to the 2015 Summit!

Here are the overall themes and my highlights from the Twitterverse:


Everyone wants to be a Pizza Mogul and among the advocates earning $5,000 a week by sharing amazing pizza creations...


Some great content lessons from Lisa Carroll from CPA Australia about how they're changing perceptions of Accountants...


Don't forget the basics with site relaunches... Test, Test, Test!


Apparently personalisation is more important than privacy...


Joel from Shoes Of Prey provided some great insights into their campaign execution framework - the 'Gut Sandwich'...


My pick for best selfie on the day - Event Founder Louisa & Chairman Rob...


Proof that beards are awesome in 2014...


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Miami Bound - 2014 Demandware xChange

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Miami Bound - 2014 Demandware xChange

Demandware recently held it’s fourth annual xChange conference in Miami, a gathering of over 900 clients, partners and Demandware experts to talk all things eCommerce and online.

My highlights of the conference included:

  • New York Times best-selling author Malcom Gladwell (author of The Tipping Point, Outliers and David and Goliath) recounting stories of overcoming obstacles to reshape the way we think about the world around us.
  • The omnichannel keynote from Andy Laudato of Peir 1 Imports around their integration of instore and online, nicely summarised by eConsultancy. 

Michael Hill was shortlisted for the inaugural Demandware Pacesetter Award (recognising organisations that have driven innovation and business results) and I was invited to present a summary of our online success since relaunching our eCommerce platform and websites.

The Pacesetter Award finalists were:

  • Crocs - a leading footwear lifestyle brand for men, women and children, recognised for integrating compelling digital experiences into its stores and the development of innovative online holiday promotions.
  • Scotch & Soda - a Netherlands based fashion retailer who rapidly implemented 13 eCommerce sites around the globe in 14 weeks. These sites support 73 countries, six languages and six currencies.
  • Michael Hill - a speciality jewellery retailer with over 290 stores in Australia, New Zealand, Canada and the United States, recognised for creating a superb online customer experience that compliments the in-store experience, including shoppable video, personalisation, social integration, rich content and more.

We were fortunate to be awarded the 2014 Pacesetter Award. Two key innovations were seen as standouts in contributing to Michael Hill’s success: 

  • Build your own charm bracelet online - Michael Hill wanted to replicate the unique in-store experience of building a custom charm bracelet online. We built a custom user interface that allows customers to select all of the components of their charm bracelet, drag and drop them into place and see the finished product before completing their order.
  • Shoppable videos: To create a better consumer experience, Michael Hill uses video to showcase their brand and products online. Customers are able to experience immersive video, click on related product information and purchase, all from within the video. 

You can see my full presentation below:



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