Using stock photos is a convenient and cheap way to get your message across in content marketing. There are many free stock image sources for you to choose from; you will never have a problem with finding the right image for your website. Even if you opt for original images created by yourself, you have to admit that stock images are not too bad. Heck, if it wasn’t for the originality issue, you’d probably use stock photos all the time. However, after looking through thousands of stock imagery, we’ve found some awful ones. These awful images makes you wonder what they were thinking at the time-and who would actually use them?
Some websites out there are using these bad stock images (excluding this one).
1.Trust me, I wear a bow tie
Corporate stock images show more diversity in their choice of actors, such as this bow tie wearing man. Unfortunately, this would be a bad choice of stock imagery for a corporate brand; it will not inspire confidence.
2.Incredibly happy with her salad
A lot of stock images show people laughing and having better social lives than you and I. Here is a stock image where the actor shows an unnatural reaction to salad. She is laughing so much that it is distracting the viewer from the lifestyle message it conveys. Professional stock images have to look natural for the context it is used for.
This strange yet beautiful stock image is hard to place for context. It would be interesting to see the websites where it was put into use.
4.Freeze frame apples falling
Through sheer mind power, the actors in this stock image have caused some apples to freeze in mid-air. The stock image could be used to communicate telekinesis, happiness, or anti-gravity. The message is still unclear.
5.Uncomfortable looking couple
The reason we pay for stock images is to access professional imagery that is appropriate for the content marketing/brand persona. This uncomfortable couple stock image has awkward written all over it. The setup with the eaten banana is inexplainable.
6.Worried baby looking away
Stock images may be the cheaper option for using images in content marketing but it should still look professional. This baby stock image does not look professional at all, with the bizarre choice of background.
7.Gas masked cookies
These stock image actors wearing gas masks creates an unsettling feeling for the viewer. It also creates confusion about the message it is trying to convey.
8. Futuristic woman holding a corn cob
A bad stock image never makes sense. Here, the woman from the future is holding a corn cob-but the question is why? It would be difficult to place this stock image in any content marketing for a company selling products or services.
9. Lady doesn’t feel well
This stock image shows a woman with a strange expression inside a bathroom. Not only is this stock image unclear in its message, it is badly photographed.
10.Construction man takes a coffee break
It is difficult to place this stock image in context; there are many things happening within the same stock image. Perhaps it can be used for promotional content marketing in a solar company or an environmentally friendly fuel ad. A sure sign of a bad stock image is the confusion it creates.
Since last year, there has been a few changes in the factors of local rankings in different search engines. These are going to be changes further as expected by the experts in SEO. If you are concentrating on doing local SEO, there are certain important things that you need to know. Read on to know more…
Where to start with local SEO?
To get high ranks in search engines, you need to make sure that you are starting right with your local SEO marketing strategies. There’s no need to work too much, but work smart to get high ranks in search engines. Smart strategies will fuel your conversions and will give you the top search result. Marketing specialists take up different types of strategies to get their websites on search engines.
Create your business profiles in the right places
As you plan your local SEO strategy, one of the first steps is to create a profile on Google My Business. If you want to get popular locally, you need to create a profile like that. You need to get the verified listing, which will benefit your local searches. You just need to have a valid phone number and a valid physical address. Google will call up your number and send a postcard to your address in order to verify.
Get your business profile verified and it will help you with the local SEO. Now, if a potential customer does a “near me” search for the type of products and services that your company deals with, your business name will come up. This would be beneficial for you to get loads of local customers this way. However, you must make it a point to save your account from being “unverified” by Google, by posting to both social media accounts as well as Google accounts.
Proper use of locations in category, URL, and page names is very important for good and effective local SEO. If you have multiple branches in multiple locations, you should make separate listings for all the branches or the location. Make sure that each of the pages that you create consists of a proper name, phone number, and address.Another place where you need to use location is in the categories for the local content. For instance, if you are writing a blog post or are creating a blog containing local content, you should use the location of your company as tags and category.
Encourage local reviews for your business
If you are targeting local customers, you need to build a rapport with them. To establish credibility with the local customers on the Internet, you need to give them scope to write reviews. The more number of positive reviews you are able to generate, the better it is for the credibility that you earn. People trust the reviews they see on the Internet and as much as direct recommendations from friends and family. In fact, in a survey conducted by BrightLocal, 88% of consumers read reviews before deciding to visit a local business.
You must have noticed the recent change that Google made. Now, reviews show up on the right hand side of the search results beside the Google My Business information. This is helpful when people do branded searches. This will help your business to establish credibility with the local searchers immediately. If the potential customers will search for specific list of products and services, your business should show up among the top listings. When people click on the website link listed, they will navigate to your website. Thus, visitors to your website will increase.
Make sure that your local business website is mobile friendly
It is very important for a website to be mobile compatible these days. These days there are lots of users who use their mobile phones to browse the Internet. The number of Internet browsing through mobile devices is growing by the year. That is the reason why you should have a website that is compatible with the mobile devices. This would help your potential customers search for your website on the go. And in turn, you will be able to reach to a lot of customers through the mobile devices.
In the mobile version of the website, people should be able to get information regarding the location of the business, contact numbers, and information about product and service availability. You must remember that the consumers checking local search results are mostly in a hurry. If all the information they are seeking is not readily available to them, they will move elsewhere. Moreover, the information on your website should keep the visitors glued to the website. This will definitely have SEO benefits. Moreover, you will be able to attract more customers to your brick and mortar stores.
If you are looking for a powerful web analytics program, it is almost certain that Google Analytics will be recommended to you. There are many reasons why you should use this program. Of course, to reap the benefits of Google Analytics, you need to know how to use it properly.
Working and complying with Google
Google Analytics is an impressive program which can be used to keep a track of the traffic patterns of your website. However, the most incredible aspect of this program is that it is a Google product. You must already be using other products from Google which means Analytics will be a welcome addition. After all, it can integrate with the other programs from Google such as AdWords and AdSense which are powerful search engine marketing toolsas well. In spite of the immense capabilities of Analytics, you will find it quite easy to use just like the other programs from Google. Additionally, the program is available entirely for free.
The Google Analytics interface
After setting up your account at Google Analytics, you should head over to the report for your website. This will open up the Visitors Overview screen. There will be a chart which shows last month’s traffic patterns at the top of this report. A drop down menu is present for modifying the date range of the chart. You also have the ability to make annotations for particular days on this chart. This allows you to check the cause of traffic spikes or drops on those days later.
The main report navigation is present on the left side. Detailed reports about the Visitors can be viewed through here along with overviews. You can also get comprehensive reports on the content, traffic sources and conversions here. This section also contains Help links for the more common issues you may encounter.
The top of the screen contains another navigation section. This contains links to conversion, custom reports. You will also notice a link to the ‘Intelligence’ section, which is one of the newer features of Google Analytics.
Tracking website traffic
This is the default screen which opens up every time you wish you view a report for any of your own websites. Various details such as unique visitors, total number of visitors, pageviews and average pages per visit will be displayed here. Other details such as the bounce rate, new visits percentage and average time spent on the website.
The section also contains basic demographics and mobile reports. They are located at the bottom. You can filter out the visitors on the basis of various factors such as region, language, browser and even operating system, both mobile and desktop. You will find the demographics reports to be very useful. You can view the detailed reports through the navigation menu on the left.
This section contains various sub reports which gives you more details. The behavior report can be used for gaining an insight on the number of returning visitors to your website. The engagement report keeps track of two major metrics, the duration of the visit and the number of pages viewed by each visitor. Of course, higher statistics for these metrics will be better. You will also get technology reports and mobile statistics reports. While these reports are not very helpful for your inbound marketing purposes, they are useful nonetheless.
Traffic sources using Google analytics
This overview section will be one of the most critical parts for your analytical needs. The traffic sources will help you understand how good your SEO is. You will also get to know more about the quality of your AdWords, incoming links and other marketing campaigns. It will also help you find out the areas where you are weak. It is important for your traffic to come in through different sources. This allows you to retain a steady flow of traffic even if one of those sources stops sending you visitors.
The keyword reports in this section are very important. With the help of these reports, you will find out the how your visitors are searching and reaching your website. Google Analytics tracks all the keywords which are bringing in traffic to your website. This way, you can help your SEO services team to use the best keywords. There is a search sub-report which can tell you the frequent landing pages for the visitors as well as the search engine from where they originated.
Comprehensive reports for the traffic brought by your advertisements will also be available if you are using Google AdWords. The information given here will be valuable for your digital marketing strategies.
Content in Google analytics
The content overview section will present you with a graph that shows the page views instead of the visits. The overview pages also list the AdSense revenue. You will also get the average time and bounce rate for each page here. The bottom of the screen contains options which can be used to review the content of your website by pages or page titles.
Click-through rate is the amount of click you get per impression on your PPC ad. For example, you receive 1000 impressions (just a technical term for views an ad gets) and get ten clicks, this means your click-through rate is 1%.
High click-through rate is one of the most important parts of any PPC marketing strategy. Every marketing agency in the world that is involved in digital marketing spends its energy on achieving this goal. The reason behind these efforts is that high click-through rates help in the growth of businesses. They also improve the search engine rankings. Moreover, you get to pay less for the same ad!
Effective Ways to Increase your click through rate
1) Placement matters for your PPC ad
Searchers today have so much data in front of them that they tend to skim through most of it. Ads, unfortunately, fall falls in this category of things that people ignore and consider a waste of time. How then can anyone reach to potential customers? The easiest and most straightforward solution is to get premium placement for your ads. Sure, it will cost you more but it will pay off when placed in a good position. What good is any ad if it does not even get the views? According to statistics, 90% of the searchers viewed the top most placed ads while only 28% viewed the side ads.
2) Add useful text for your ad
Gone are the days when people clicked on ads and banners displaying pictures. Today, most people look for value, and you can help them know that you offer just that by putting in informative and useful text on your ads. For example, if you are in the photography business let them know what kind of occasions you specialize in and what makes you different from your competitors. For instance, is it price, experience or style? While your ad should be heavily loaded with keywords, it should also be concise.
3) Offer free items
The most effective approach to getting higher click-through rates is to offer free gifts and prizes with every click. This will get you enough clicks to get to a higher rank in search engine results but do not expect to have valuable long term customers through it. For customer retention in the long term after that, you should focus on the quality of services and products you offer instead of relying on freebies.
4) Research the keywords for your PPC ad
Ads cost you more when you bid on expensive keywords and if your campaign fails then your business pays the price. Do pricey keywords get more clicks? No, not necessarily. If you are an expert marketer, then you would know that in online marketing it is all about the way you use the keywords. SEO, content marketing, inbound and outbound marketing all follow the same rule.
5) Avoid building false hopes
By building false hopes and making false promises to the customers, you might get great click-through rate initially but it is sure to fail in the end. This is because businesses are built on trust, and if you break it there are too many competitors in the online world for you to get a second chance.
To learn more about click through rates for your PPC campaign or to have a consultation about your search marketing needs, contact London marketing agency Alvomedia at firstname.lastname@example.org
Email marketers like to brag about their open rates, increasing return of investments and sales within their email list. It is in fact one of the strongest and most efficient form of Internet marketing used by big and small entrepreneurs today. It aims to reach customers through its personalized content marketing strategy. By directly conveying custom messages to your leads, it is a marketing campaign that can possibly convert more leads almost every single day. When implemented correctly, email marketing can also increase your brand awareness and build client loyalty. However, you need to write persuasive email content, newsletters, product information, and probably videos to reach your opt in email subscribers and increase sales.
Results Driven Email Marketing
Email marketing should be part of every entrepreneur’s content strategy; it needs to be integrated with other channels of online marketing. In order to make an effective email marketing strategy, you will need to consider your target audience, their preferences, and the benefits they can get from continuing to subscribe to your emails. There are countless ways to reach your subscribers, and these may entail integrating social media with other types of owned media.
Here are email marketing techniques that will be useful in carrying out your email marketing campaign:
1.Properly introduce yourself in emails
When you send emails, ensure that you properly introduce what you are offering. The first email that you send to subscribers should remind them of the company, what it is about and how it is of use to the reader. Adjust the tone to suit your audience and never forget to cater to their interests. Many company emails remind the subscriber of their last purchase or what new products/services they can look forward to in the future.
2.Limit your subject lines to 50-70 characters
Your subject line must come with more or less 50 to 70 characters only. Studies show that a short but catchy subject line are opened more frequently than those with long subject lines. Ensure the subject line is catchy, so there is greater chance that readers will open your email, and realize your offer is something interesting.
3.Optimize your email sending times
Learn to send at the best times. Studies show that the right time to send your emails is at nighttime, specifically between 8PM till midnight. It helps if you send your email around this time, so it will not be combined during the busiest times of the day, when most people are working. However, you need to know your demographic’s email behavior and the industry that you are in.You need the perfect timing to send your target customers with emails. You can also test to check when the best days are for readers to read your email.
4.Special deals in your email content
Provide special deals and freebies. This will increase the open and conversion rates of your email content. At the very least, your subscribers will be curious enough to spend time on your website. This can lead to sales or bookmarks for a revisit.
5.Create mobile friendly emails
When you create electronic messages, ensure that the design suits mobile users as well. The present generation now own different sorts of mobile devices, which can be useful to expand your targeted market. It should also help you to continually send optimized emails for them to read.
6.Convey your email message quickly
When you write your email, focus on a pointed message that helps to increase the value of what you offer. When you put fewer words in your email, busy readers can catch what you are trying to convey, especially when viewed at a glance. You can utilize visual aids to show readers what they ought to buy after reading your email.
7.Use a reliable newsletter service
Utilize a reliable newsletter service. There are a number of providers that can save you time from your email marketing campaigns. They help you create email lists. They can create sign-up forms on your website. They also help monitor email analytics such as click-through, open rates, and number of unsubscribes.
8.Add social sharing options in your email content
You can add social sharing options in your email messages. This will allow your emails to be shared by the original recipients with their networks. When more people learn to know about your content marketing, it simply means increased lead generation and rates of conversions.
9.Encourage email sign ups
Frequent website visitors are ideal email subscribers. They are already interested in your content and are more likely to convert. Encourage them to sign up by putting email sign up forms on important pages throughout your website. Remind them of the value you will provide once they become a subscriber. Even better, give them a special offer for signing up with their details.
10.Test and refine your email strategy
Lastly, you need to test and refine your email marketing strategy and repeat the whole process as necessary. Repeatedly testing your strategy will make you find a few techniques that don’t work well. When things aren’t working in your favor, you should find other alternatives that makes your email marketing efficient.
The above lists help determine the success of your email marketing campaign. You may need to research more steps to developing a great email strategy. The important thing for sending emails is gaining conversions. You get the required number of leads who would be potentially buying from you. Just ensure that your emails don’t end as spams or you’ll never be getting what you are expecting.
More importantly, you have to retain a valuable reputation both online and offline. This reputation should uphold your online presence, and remind your consumers of how valuable you are. How you present your email to your potential customers can either make or break your business reputation. Send them high quality messages that perk their interests with special offers and valuable promos. Just like content marketing, make this marketing technique appear legitimate to your most valued customers.
Should You Invest In A Mobile App Or A Mobile Optimized Website?
If you intend to hit off big business with customers, you’ll need to engage them on mobile. Mobile apps and mobile optimized websites are both viable engagement platforms, but they’re entirely different from one another. While, at first glance, both might look the same, both carry different toolsets, dynamics and benefits.
First and foremost, you should determine your primary engagement platform from your budget’s needs. Consider your target audience, purpose and needed features. Check out this article, first, to figure out your core mobile marketing sales strategy. Then, align your end-game goals with the following sides of mobile website and mobile app marketing. Determine which works better for your brand’s overall strategy.
The Mobile Optimized Website Versus the Mobile App
Both a mobile website and a mobile app engage customers via smartphone access. Whether you’re encountering Android, Blackberry or iPhone users, you’ll be able to increase retention, boost e-commerce participation and buffer your sales funnel with a smartphone-centric strategy. Regardless of your initial choice, you should channel consumer attendance with an SMS strategy. SMS marketing is expected to contribute to 40 percent of marketing revenue growth by 2017. More importantly, it fuels both mobile app and mobile website populations.
The Mobile Website
The modern mobile website it powered by HTML pages linked across the Internet. They’re incredibly useful for portraying quick brand messages, calls-to-action, e-commerce portals, images, data, text content and video. Really, a mobile website is a one-size-fits-all vehicle for customer interaction.
Benefits of a Mobile Website
Mobile websites can offer location-based mapping services, click-to-call options and even in-store digital demos. Any company running an e-commerce platform needs a mobile website. If you’re operating solely online, or if your brick-and-mortar establishment deserves comprehensive information through mobile, you should adopt a mobile website strategy immediately. 80 percent of consumers check their phones immediately upon waking, and they’re using them to browse goods, find store hours and take part in the sales funnel.
The Mobile App strategy
The mobile app, while not as far-reaching as the mobile website, succeeds in targeting segmented consumer populations. Brands hosting a mobile app can section off their own, private corner of the mobile world. Mobile apps can be attached to SMS strategies, too, pulling customers across multiple mobile channels. Retail outlets, travel agencies and restaurants are well-known mobile app endorsers. The mobile app, in essence, is a brand extension. It increases company value while assisting the purchasing process.
Benefits of a Mobile App
Your consumers don’t need to engage a web browser to use an app. They won’t be steered away from your brand’s engagement strategy. Mobile apps offer incredible personalization, and they’re commonly used as purchasing tools by consumers. If your brand operates within a niche industry, or if it’d benefit from higher consumer power, it should invest in a mobile app first.
Mobile apps are also incredibly powerful calculation tools. Modern mobile marketing is powered by data measurement, and a mobile app can jumpstart your SMS, MMS, social media and email game. Quick processing and native functionality are the perfectcombination for data retrieval, and a mobile app should be preferred by any brand offering location-centric deals and services.
Regardless of your initial investment decision, you should, eventually, conduct business operations on both a mobile app and a mobile website. Remember: Think locally. 97 percent of buyers research nearby products and services. They’re relying on mobile Internet to do so, and they’re engaging in-app options capable of hosting location-specific options. If you’re just starting a business, begin by investing in a mobile website. Then, extend yourself into the mobile app world. If, however, you’re operating in a niche environment—invest in a mobile app. Either way you go, you need to promote your brand by reaching out to influencers in your niche that has the power to share your message with their audience.
What do you think of what I’ve covered so far? Will you adopt mobile as your tool for marketing? I would love to read your comments below.
Rich media speaks louder than words! As rich media comes into the realm of digital marketing, it is a big impact to integrate it with your content strategy, particularly by incorporating it with your engaging written content. With rich media marketing, your content will shout louder as it moves to greater heights of engagement and conversion.
If you are considering incorporating rich media into your content strategy, be mindful of the the wide range of voices and possible audience responses. So, what are the what, why and hows of rich media marketing?
The WHAT of rich media
Rich media is an internet advertising term for web pages that includes advanced features and technology like video or streaming video, audio and animation and other elements that encourage viewers to engage and interact with the content. It offers more ways to involve or interact with a user or audience with content. The rich media content can be expanded, floated, peeled down and MDE (multi-directionally expanded)
Rich media content can be a powerful tool for conversions. It overtakes standard and animated display ads that increase conversion, view through rates and click-through. With its richness of features, you must take advantage of it to boost your marketing. You can be innovative in using different creative types or format to display rich media in diverse ways on your web site.
Expanding format rich media
Expanding rich media expands beyond its initial pixel dimensions. It can take place when the user interacts by clicking, tapping or mouse-over or it Auto-Expand. A great example of this would be Ultrabooks’ expandable banner example in rich media ads, expanding the size when the user rolls over or clicks to reveal more information on the Ultrabook computer features:
Benefits of expanding format rich media:
Provide more ad space to share interactive experiences and information with the advertiser’s audience.
Support the inclusion of any number of rich media features including video within a single ad unit.
Allow advertisers to measure the number of ad expansions and the amount of time the ad expanded.
Floating or Interstitial rich media
This is a creative format that allows the content to float on top of a web page or appear as a full screen. An advertisement format that is flexible which appears in the main window that displays a creative layered on top of web page content. An example of this would be OMD and Vodafone’s use of high quality engaging and eye-catching floating formats. This delivered dynamic content with a great impact and flexibility as the best way to make their online communication effective.
Benefits of floating rich media:
Publisher given full control over positioning and layering attributes.
Publishers may control the timeout of the floating ad to comply with their own specifications.
Video rich media
This is a very effective medium for raising brand awareness and increasing better conversion rates. In video content marketing, it offers a great advantage as it caters to a wide range of connectivity and interactions to the users with a high demand for high quality rich media content that ensure best user experience.
Examples of video: Hollywood movie includes streaming video ad sample of a scene from the movie.
Benefits of video rich media:
Video can be included in all other formats.
Can be expanded or collapse on video expand panel
Turn interactions into actions with viewing experiences
Social Ad rich media
This format allows you to create a social experience for the user viewing the ad. It fosters engagement on social networking sites and enables you to integrate a viral component into the campaign as well.
Notable examples include McDonalds, who launched its first mobile advertising campaign with Facebook and Twitter to experience rich media as part of their multichannel marketing in promotion of their new line of chicken wings.
Benefits of rich media in social ads:
Increase audience engagement through social networking sites
Create additional audience reach as a result of the viral nature of social media
The WHY of rich media
1.Great and high interaction rates
Rich media ads functions like video, social, movement and other engaging features, give high possibilities of interactions with your potential customers. With these possibilities, it is an advantage for an increase in your brands visibility and more chances of conversion whilst maintaining loyalty.
You can have different zones to link to your social media outlets, contact form and landing page, as rich media is incorporated to your content. This makes it more accessible and convenient with your customer.
3.More space for your visuals and messaging
The larger your space with your advertising, the more chance you have for engagement as you can display more photos, videos, offering more calls to action and engage. It is as if you save more time and advertising space.
4.Video content is very engaging
As you implement online video marketing, since video is becoming a trending medium, you can always optimize your ads through rich media ads and gain your desired conversions.
5.Increase tracking for ads
You can have the opportunity and the chance to view or monitor measurable statistics about your consumers with rich media ads. Like for instance, with your video ads, you can see what percentage of videos were viewed or how many watches your videos received. With that knowledge of your status with rich media ads, you can always know the way for improvements.
The HOW of rich media content
The how of rich media speaks about the effects of this content in your digital marketing. Case studies conducted with rich media shows how to make your goal concrete and a reality, not just an ideal. It emphasizes solutions for success and makes rich media work in your campaign.
Here is a case study of Audi and their use of rich media ads in DoubleClick Studio to build brand engagement for A3 Sportback.
“Audi wanted to position its new A3 Sportback as a natural choice for those attracted to modern luxury. To achieve this, the team created a bespoke ad unit for tablets offering a range of functionalities and connecting the platforms where Audi represented. The ad built in DoubleClick Studio, designed without templates and individual actions tracked for performance.”
The result of this rich media content for Audi?
The ad achieved a positive unique user infraction rate of 18% and the cost per unique user interaction came to $0.07.
On average, users spent about 30 seconds within the ad
Campaign drove more than 13,000 incremental video views on YouTube
Rich media is indeed rich as it totally enhances your marketing campaign. As many engage in this strategy, many benefited from its features that can connect to engage and convert target audiences.
As dramatic as it sounds, the demise of SEO has been a hot topic in recent years. Many experts predicted the death of SEO as far back as 1997 but it has not yet come to pass. The evolution of the search engine and people’s growing dependence on Google has made the death of SEO more and more improbable.
People’s attitude towards SEO are also changing. In 1997, very few people knew about SEO and techniques in SEO were regarded as mysterious. Nobody knew how search engine algorithms worked so they hired experts in SEO to promote their website. Of course, in the last decade, the emergence of social media and content marketing have made the average SEO’s skill-set broader.
SEO is evolving with Artificial Intelligence
Instead of predicting the death of SEO, business owners with websites should prepare for the search engine ranking factors that will affect their business. If it means adapting to new methods of digital marketing or creating their content in a different way, business owners should take change in their stride.
Search engines algorithms are becoming smarter by the day and artificial intelligence ‘deep learning‘ technology is said to be the future of search. Search engines will one day mimic human thought processes so well that finding information would be a matter of intuition. The role of the SEO expert will be to optimize websites for the human brain rather than search engines. They have to really gain a deeper understanding of human psychology to be good at SEO.
Is this the demise of link building?
Deliberate link building seems counterintuitive to the direction that search engines are going. Search engines want to close all the loopholes for websites to manipulate their search engine positions. Links are seen as indicators of a website’s popularity and credibility. Natural links are earned links. Any website wishing to gain links naturally have to prove their mettle.
Links deliver high quality traffic (if they are from a relevant website in the same niche) and provides the leverage of another authoritative website. Every business owner wants that leverage and traffic. The future of link building will be earned links through better content and-dare I say it, a valuable product or service.
For a SEO audit of your website or consultation about your current optimization plans, contact SEO agency Alvomedia at email@example.com
The perfect digital marketer, if they exist, is a potent blend of artist and quantitative scientist. They would intuit ingenious ideas and be able to act upon real time customer data. I make this bold claim because digital marketing without creativity is bland and campaigns that ignore numbers almost always fail.
If you study some of the most successful digital marketing strategies ever implemented, you will see this blend of the artistic and hard quantitative data in what can only be described as the artistic science of digital marketing.
Algorithm and creativity based marketing
Some great examples where the art of digital marketing is backed by figures:
Canadian TD Bank launched a marketing strategy in 2014 called ‘Automated Thinking Machines,’ where they combined algorithm based marketing with a creative flair. Customers using their ATM service were surprised with free gifts and this helped the Bank to gain huge media attention.
Risk management firm Epagogix combines human intelligence with algorithms to predict box office grosses using scripts and other historical data. Their services are used by studios in Hollywood to make investments in movies.
Dove uses customer data analysis and quantitative forecasts as their main marketing strategy; in 2013, their creative Real Beauty campaign sent waves in social media for it’s message about body confidence.
Global sports brand Nike uses algorithm based marketing to develop new software and products. It also utilizes social media influencers and creative brains such as Casey Neistat to create marketing campaigns that stirs strong feelings in their viewers.
Harley Davidson is widely known as a bikers lifestyle company, but it combines intelligence customer data analysis with social media outreach to market its brand in the 21st century. They use human based marketing to build the culture around their brand and data to develop better products.
Home Depot uses an algorithm-if and then approach to personalize promotions to customers. These could be seasonal promotions or promotions based on customer spending habits. Home Depot also makes use of creative marketing on social media and hires staff who are hybrid content creators and customer service experts.
The personal touch is important in digital marketing as long as marketers are targeting real human consumers. Algorithm, or science based marketing is beneficial for streamlining if-then decision processes but it is more effective when delivered with creativity.
The year 2015 proved to be a transformative year for the retailers of luxury consumer goods in London as well as other parts of the world. New technologies and digital advances are practically being introduced each day. A serious consumer should be able to keep up with the latest technology if he/she wants to stay ahead of the game.
But, the actual impact and how the London luxury retail sector would get affected by these formidable trends still remain a mystery. Take a look at some of the predictions from the industry experts, and see if the trends really have the power to reshape the year 2016.
The strengthening of US Dollar and UK Sterling may deter tourist shoppers
The London luxury retail sector enjoyed a profitable year in 2015 as people from most parts of the world spent more money on expensive consumer items. Beneficiaries of the said global movement include brands or names with a solid presence in global cities such as Paris, London, and New York. Brands that are being sold at travel retail shops, particularly at airports, also enjoyed a huge profit from the growing number of travellers.
The effect of exchange rates on luxury purchases was year 2015’s strong driving force. The same impact, the foreign exchange rates, continues to weigh in on the purchases of luxury items in 2016. However, there is a continual strengthening of US Dollar and UK Sterling, which might discourage tourists in purchasing extravagant items.
Another thing to be worried about is the threat of terrorist attacks that might deter the global consumers from travelling and purchasing luxury items.
The ever changing retail preferences of Millennials
The young individuals in the UK (who belong to the millennial generation) show fondness for live events and experience-based spending. In today’s world, one in four individuals who belong to the millennial generation would rather spend their money for something that they consider a worthwhile experience than buy a tangible item.
The millennials are quickly altering the live event industry via their way of conducting their research, making their purchase, and amplifying and experiencing the said moments. They continue to search or look for the brands to provide them with the experience they seek, and create a frictionless journey from acquiring the tickets all the way to posting and sharing their pictures on social media. They harness the benefits and advantages of modern technology to the max and all for acquiring an experience that they would like to embed in their memories forever.
As millennials in London and other parts of the world are nearing their peak employment years (the current median age is 26), their bank savings are getting bigger. Before, youngsters with their own money to spend usually buy items like designer fashion or cars. The mindset of the millennials in 2016 is far from the young ones of the past. The millennials would rather buy a ticket for a concert, front row seat, or book a trip somewhere than buy an expensive signature bag.
The luxury retail sector must come up with something to entice the London customers and other clients all over the world to keep buying their expensive items. If not, then the luxury ecommerce and retail stores might face a bleak future.