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Digital Marketing

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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Measuring Beyond Conversion

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Measuring Beyond Conversion

I had the privilege of recently seeing Neil Hoyne, Global Program Manager Customer Analytics for Google deliver an entertaining presentation on how to make measurement more customer-centric

Neil’s presentation details how online analysis has migrated from traffic centric (hit counters!) to conversion centric and more recently to customer-centric measurement and actions. Neil provides a range of examples from retailers in topics such as attribution, effective customer acquisition, justifying investment and measuring customer interactions throughout their relationship.

One of his initial points is that only 6% of marketing decisions are made using company data. This leaves a significant proportion of marketing actions that are driven by intuition or gut feel. Many organisations have significant richness in their information and data, however a gap exists in knowing how to drive action from that data.

The challenge and solution are well summarised:

As marketers and analysts, we need to put in the work and be able to take the next steps with our data: tell the whole story to our teams and stakeholders and be consultative in decision making and direction.

Neil’s full presentation is captured below.


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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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Customer Experience - Fiat Style

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Customer Experience - Fiat Style

Fiat in Brazil has recently launched an innovative digital retail showroom Fiat Live Store, created in conjunction with Brazilian firm Agência Click Isobar. The site allows customers to have a one-on-one virtual tour of their selected car model in a showroom studio. Salespeople wear special headsets featuring high resolution cameras and a microphone to interact with buyers and give customers an in car feeling.The headset has been custom built and is a first generation device. I'd expect that it will reduce in size over time - think a Google glass led sales experience.

One of the key points of difference is the notion of the virtual showroom - the tool uses real cars, not rendered products, allowing customers to view the actual products themselves. The experience allows for answering specific technical questions and viewing customised configurations as well as just 'tyre kicking'.

The aim of the service is to shorten the purchasing consideration process and help people determine which model suits them, before visiting the showroom in person. The strategy makes sense with research indicating that around 80% of customers go online before heading to the point of sale - if you're not attracting customers with an immersive online experience, you won't get them to your stores. 

The live store aligns with generational trends towards customer's pre-shopping habits and being empowered to know more than the salesperson.

The concept has been well received, it has recently won a Bronze Lion in the Media category at Cannes and a Lion in the Innovation category. The project to date has delivered 465,000 unique visitors and prompted 67% of users to book test drives (surely some great warm leads!)

Check it out at http://livestore.fiat.com.br (in Portuguese) 

How could this be adopted in other sales lead verticals? Virtual walk throughs for realestate? One-on-one viewings of luxury items? Let me know your thoughts.



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Immersive Digital Experiences

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Immersive Digital Experiences

There is a strong trend of brand experiences becoming more entertaining, immersive and capturing customer’s imagination and attention. Immersive digital experiences provide an opportunity to communicate a brand’s narrative at scale and in non-physical environments. Customers’ expectations in this area have increased substantially as the quality of campaigns and digital tools increases.

The following example from Google is a great use of digital tools to provide an engaging online experience to customers. In the Google Night Walk example, narrators lead you through a walking tour of Cours Julien, a neighbourhood of Marseille, France. It’s immersive, educational and is augmented with data from Google's Knowledge graph as you progress.

Experience Google Night Walk for yourself:

Google's proof of concept reveals an opportunity for disruption in the travel industry for certain types of trips (why spend 24 hours in the middle seat of a plane travelling to Europe?).

The same immersive concept applies to many retail examples allowing customers to personalise or try on items as well as interacting with the full range of products like the following examples form Kate Spade and Sport Chek.

Kate Spade

Sport Chek




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