bda

What’s holding back the mobile shopping boom?

Anna Sexton — Thu, 16 Feb 2012 16:36:01 +0000

According to a recent Kelkoo report, UK shoppers will spend £4.5 billion on m-commerce this year – a whopping 53 per cent rise on 2011. This equates to a 6.1 per cent share of online sales, which is quite a leap from 1.4 per cent only two years ago. These figures do, indeed, suggest that mobile commerce is taking off, thus contradicting this article’s title. But m-commerce could be growing faster. This is why…

Security concerns continue

Punching your credit card number into a mobile phone is still a scary prospect for many people. A Mobio survey found that 94 per cent of consumers would make a mobile payment if they were convinced it was secure, and 73 per cent said security was their biggest concern when it came to mobile shopping. Of those that didn’t want to shop on their phone, 69 per cent said it was because of their security worries. So while we are happy to buy holidays and cars over the internet, buying concert tickets on our mobile still feels like heading into the danger zone.

People also have a low tolerance for complex multi-clicks and multi-screen purchasing apps. However, a lot of progress has been made on creating cost effective m-commerce solutions which are safe and simple to use. So it’s no longer security concerns alone holding back the m-commerce boom.

Retailers slow to grasp what is an opportunity, rather than a threat

The reluctance of retailers to take the plunge into m-commerce is understandable. Firstly, they don’t want to discourage shoppers from making a trip to the high street. Secondly, creating an m-commerce site can seem awfully complicated, with all sorts of operating systems, browsers and payment methods to integrate. People also have high expectations of what the mobile experience should deliver (thanks Apple), and if they run into any problems then 66 per cent of shoppers are less likely to buy from the same company via another channel.

So it’s no surprise that in a survey last year 34 per cent of retail and IT directors said they either don’t have a mobile strategy or had no plans to consider one. But a lot can change in a year – particularly in the fast paced world of m-commerce.

A Webloyalty Online report predicted that within five years more than 80 per cent of people will be shopping on their mobiles and that smartphones will be integral to the high street experience. Why? Social networks, price comparison and review sites and group buying are already impacting shopping trends. Just imagine how far they will have progressed in five years. Shopping will, indeed, be a very different experience.

With this in mind, retailers need to think about how they incorporate mobile to promote location-based offers and simplify mobile payments. You only need to look at the profits of those that have (e.g. ASOS and John Lewis) to know there’s money to be made.

Options for engaging with shoppers on mobile

Whether you want to jump into m-commerce, advertise or create a mobile app, there are many options for how you can get involved in mobile marketing:

YOC - Clothing retailer Jigsaw recently hired YOC to look after its m-commerce store. YOC can optimise content for different browsing devices, screen resolutions and all the other variables that affect the mobile experience. Put simply, YOC eliminates all the complexity of creating an m-commerce site, whether you want to sell concert tickets, shoes or holidays.

MymCart – A SME targeted m-commerce option is MymCart. This recently launched service can create a simple m-commerce site with your branding for as little as £35 setup and monthly maintenance. You can test it out for yourself with a 30-day free trial and see whether it works for you.

Velti – This mobile marketing and advertising platform was used by more than 825 brands and media agencies in 2010 to run 2,700 campaigns. So Velti has pedigree, and after buying the UK’s largest mobile marketing company (Mobile Interactive Group) it is one of the biggest mobile advertising providers in the world.

Admob – Google’s Admob offers a simple, straightforward choice for running contextual mobile ads in the search results. If you’re already familiar with Adwords then you’ll find using Admob to drive traffic, attract downloads or to promote your business quick and easy.

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bda (Buckingham Design Associates) blog – real people giving real opinions, and a complete lack of agency waffle. Award winners bda delivers an exciting blend of design and creative marketing for the Oxford, Milton Keynes, Northampton and London region.

Does your brand have a YouTube channel? This is why it should

Anna Sexton — Tue, 14 Feb 2012 09:18:33 +0000

To kick off this post, here are a few nuggets on the TV viewing habits of UK kids:

46 per cent have internet access in their bedroom
62 per cent own a PC
65 per cent go online every day, spending on average 1 hour 50 minutes
80 per cent use online ‘on demand’ TV services

Another survey found 39 per cent of US internet users watched a full length TV show online in 2011, which is expected to rise to 77 per cent by 2014. So it’s clear – TV viewing habits are changing fast and advertising is going to have to change with it.

In view of this, Google is pumping $100 million into creating 100 YouTube Channels packed with original content. Along with youth targeted channels by Ashton Kutcher, Shaquille O’Neal and Jay-Z, there are highbrow offerings from Reuters, The Wall Street Journal and a travel channel with content provided by The Lonely Planet. Expect many more lifestyle brands to jump onboard the YouTube channel bus in the coming months.

This is all part of a drive to change YouTube from a casual place for watching 30 second viral clips into a bona fide TV destination (and a much more palatable place for advertisers). Just to make this intention clear, you might have noticed that YouTube resembles a TV hub these days.

When you also throw into the mix Google, Microsoft and Apple’s plans on releasing their own take on internet TV, the battle for boxes in people’s living rooms – and elsewhere – is heating up.

Why this trend matters to all marketers, and not just TV advertisers

People’s changing TV habits reflect the wider trend of ‘niche-ification’. No longer are people settling for watching TV shows according to a broadcaster’s schedule. Instead, they can pick and choose to watch whatever they want. And this applies to all content, not just TV.

Yes, brands need to start thinking about how they can add video to their marketing mix (whether it’s sponsoring a channel or creating a new one themselves). But brands also need to think about their wider content strategy. Because as the changing TV landscape shows, people are moving away from mass media and towards niches of personal interest. This presents brands with the opportunity to become media channels individually and profit from the ‘niche-ification’ trend.

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bda’s golden rules of Twitter marketing

Anna Sexton — Fri, 03 Feb 2012 17:30:55 +0000

Last year Twitter hit the mainstream in a big way. Everyone seems to be tweeting about what they’re up to and adding their two cents on the latest trending hashtag these days. But maybe many of them shouldn’t, or should at least think about their followers first.

This was the conclusion made by US universities Carnegie Mellon in Pittsburgh, Georgia Institute of Technology and the Massachusetts Institute of Technology. They assessed that only a third of tweets are worth reading – the rest are either soon forgotten or actually disliked. When you consider 200 million tweets are posted every day, that’s a heck of a lot of wasted keystrokes.

To help people Tweet more responsibly, the researchers have released a list of the nine golden rules of Twitter. But rather than just copy and paste them here, we thought we’d put our own slant on it for you marketing folks, bda stylee:

Be interesting – A bold (rather than wacky) photo, compelling bio and tweets with a unique tone can go a long way to standing out in the flock.
Be useful – Rather than endlessly retweet links and jump on the latest trend, think about how you can add to the conversation. Find unique topics of interest to your market and hunt out new blogs worth sharing.
Be human – If you’re a solopreneur, don’t be afraid to reveal some of your hopes, doubts or thoughts. Be authentic and people will be more interested in you.
Mix it up – Variety is the spice of life on Twitter. Vary your posts between industry links, observations, asking questions and the odd (subtle) self promotional message.
Connect – Responding to questions, sharing links (while adding your own angle) and getting involved in discussions is a great way to show off your expertise and attract followers. Network and engage first – the sales leads will come later.
Hashtag responsibly – Habitat got badly burnt after hijacking trending hashtags. Only use hashtags if your posts are relevant and add to the discussion.
Keep away from flame wars – If someone complains about your product or service on Twitter then respond courteously and objectively. Few people emerge from public spats with their dignity intact.
Don’t autoreply promotional messages to new followers – Nobody wants to be hit with the sales patter the moment they walk in the door. A message of welcome is fine. Save the promotional messages until you’ve built some rapport first.
Prepare for a crisis – Twitter is an excellent tool for getting your views and responses to events out fast. So make sure you’ve planned in advanced how you’ll use Twitter in a crisis, whether it’s to protect your reputation or to hold up your hands in apology.

Remember, it’s humanity that draws people into your Tweets, not the technology. Behind the wacky profile pictures are living, breathing people. So as always, think about your audience, be useful and offer value. Sales leads will come in good time.

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bda steps in to resolve the Google ‘Search, Plus Your World’ debate

Anna Sexton — Thu, 26 Jan 2012 16:07:01 +0000

Since Google released its ‘Search, Plus Your World’ update earlier this month the mudslinging has intensified. Twitter is now openly criticising Google for blocking Tweets from its search results, while Google doesn’t see what all the fuss is about.

Twitter, Facebook and MySpace are so incensed that they’ve clubbed together to create a browser tool that shows what results you’d get without Google’s update (only currently available in the US).

There are even grumbles of sending in the regulators to force Google to play nice. But rather than get the lawyers involved, bda is prepared to step in and adjudicate between the warring parties:

It’s my search engine and I’ll do with it what I want to

Google is a business, with the same goals as any other. It has every right to decide what results it wants to display. If it wants to promote its own social network (which now has 90 million users), that’s its own business. Literally.

Google tried to reach an agreement with Facebook and Twitter last year, but their hyper-valuations of what their content is worth made any deal impossible. Without sufficient access, how can Google integrate their content into its search results?

People want to see relevant results from family, friends and people whose opinions they value. Google is doing its best to offer them these personalised results with the data it has.

Whatever happened to ‘Don’t Be Evil’?

Google was established with the ethos ‘focus on the user’. With the new update it has betrayed this ideal. Instead, it is chasing profit first and putting the user second.

Twitter is arguably the number one source of real time information. When news breaks it doesn’t spread any faster than on Twitter. Preventing Tweets from appearing in the search results is simply not in the interest of info hungry web surfers.

Yes, there were negotiations about including Tweets. But Google wasn’t prepared to pay a fair price. Microsoft, on the other hand, was only too happy to reach an agreement with both Twitter and Facebook. It understands the importance of offering a personalised search service that is ‘focused on the user’, rather than pushing its own agenda.

So, on which side of the fence do you stand?

Ultimately, all this PR grandstanding is irrelevant. Whether Google has made a mistake – in blocking Tweets and Facebook pages (as the browser tool suggests) from its search results – will be decided by its users. If people find the new search results irrelevant and unhelpful they will vote with their mice and switch to a rival search engine.

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Social search is on its way, but who will be the dominant player?

Anna Sexton — Tue, 24 Jan 2012 11:34:49 +0000

If you’ve got a popular blog, you’ll know that social media can send you a truck load of traffic. Recent research by Searchmetrics has found that social media generated nearly three million ‘shares’ a week for The Daily Mail and 2.59 million for The Guardian. Not too shabby.

So having social media sharing buttons on your website is a no brainer. And soon you are going to start thinking about how you can get more social mentions in the search results as well. What other people think is important to us, so it should come as no surprise that the battle for the ‘social search’ market is already getting dirty.

Google steps on their rivals’ toes

Last year Bing incorporated Facebook likes and comments into its search results; a bold move, which no doubt irked its rivals Google. And Google is only too aware of the threat posed by Facebook – it’s estimated Facebook could swallow a quarter of the search market if it launched its own search engine. With so much ad money at stake, this is surely inevitable.

So last week Google played its ace card (as predicted in this blog, folks) and has now integrated content from Google+ into its search results. This means that if you’ve joined Google+ you’ll now see products and services recommended by people in your circles at the top of the search results.

Predictably, this move has been met by barrages of criticism as a move to block out Twitter and Facebook. But I expect what you’re really interested in is what this update means for your marketing?

Continue as you are, but with an SEO twist

To benefit from Google’s ‘Search, Plus Your World’ update, you need to:

1) Create a Google+ page for your business

2) Regularly add great content people will want to share

3) Include relevant keywords to increase the likelihood of your articles appearing for relevant searches

4) Reach out to prominent ‘influencers’ in Google+ with large circles and encourage them to add you

So nothing groundbreaking, really.

Creating great share-worthy content continues to be the name of the game, and Google+ also still has a long way before it’s a must in your marketing ‘to do’ list. But Google’s bold move shows that the battle for social search is heating up, and it’s anybody’s guess which internet giant will emerge the eventual winner.

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Zeebox – TV shopping for the social networking generation

Anna Sexton — Fri, 20 Jan 2012 09:33:50 +0000

Do you play around with your iPhone or browse the web on your laptop while watching TV? If you do, you’re not alone. According to Yahoo! research of US TV viewing habits:

88 per cent of people multitask on their mobile while watching TV
94 per cent send emails, texts or chat on social networking sites in front of the box
38 per cent search for content related to what they’re watching, and say it enhances their viewing experience

With these figures in mind, BSkyB has snapped up a 10 per cent share of Zeebox – a free ‘dual screen’ app that connects the dots between social networking, web browsing and advertising. Users can see what their friends are watching, chat on IM, get extra info on what they’re watching and, intriguingly, buy books, music and other products linked to a TV show.

BSkyB’s reasons for jumping on board are obvious. Firstly, Zeebox makes watching TV live a more engaging experience, and means people are less likely to skip the ads. Secondly, with the BBC iPlayer’s technical chief at the helm, Zeebox has pedigree. Thirdly (and perhaps most importantly) it opens the door to social TV shopping – a prospect that’s getting brand managers rubbing their hands together with anticipation.

TV shopping around the clock, on every programme

Just imagine it – viewers of ‘Come Dine with Me’ or ‘The Gadget Show’ can be sent links to buy the bottles of wine and remote control robots on their screens. The very moment when their interest is piqued and they’re buying impulse trigger is whirring, you can hit them with advertising. It takes product placement to a whole new level.

Another factor to throw in the mix is the social aspect. People will be chatting on Facebook and reading live Tweets while deciding whether to buy what’s on TV. Seeing their friends shelling out on a designer jacket they just saw on Eastenders could give people the extra nudge that pushes that decision in the brand manager’s favour.

It’s still early days, but Zeebox looks like it could spearhead a major shift in product placement, TV advertising and social shopping. And TV is just one area where marketers are innovating.

2012 is expected to be the year in which smartphones, tablets and apps hit the critical mass. People’s habits in how, when and why they consume content are changing. And as Zeebox shows, marketers that innovate how they deliver messages in response have an exciting time ahead of them.

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BDA (Buckingham Design Associates) blog – real people giving real opinions, and a complete lack of agency waffle. Award winners BDA deliver an exciting blend of design and creative marketing for the Oxford, Milton Keynes, Northampton and London region

Marketing predictions for 2012 – it’s going to be a busy year

Anna Sexton — Fri, 06 Jan 2012 17:04:58 +0000

Last year mobile marketing took off like a rocket, Facebook’s audience matured and Google’s Panda update decimated junky websites. 2012 looks set to be another year of big change in the marketing world. Here are bda’s predictions for what the next twelve months have in store:

A frantic rush to optimise for mobile – After many false dawns, the era of mobile has finally arrived. What does this mean for your business? You need to ensure that when people arrive on your website it doesn’t look as though it’s been pushed through a mangle. How? You’ll find some tips on creating a mobile optimised website in this post.

More digital activity on tablets – Apple will see plenty of challengers to its iPad this year. With tablets set to flood people’s homes, it’s important to ensure your website can grow or shrink as necessary to fit on a variety of screens. This can be achieved through ‘responsive website design’ which you can conveniently read about in this post.

Google+ plays its ace card to attract brands (users remain confused) – People still seem to be scratching their heads wondering what to do with Google’s social network. But should Google choose to flick one of their magic switches and make Google+ votes a key factor in deciding search rankings, you can expect to see brands and businesses rushing to get pages set up and asking for votes like its election day. Whether users will follow remains to be seen, as Facebook seems to be upping its game.

Make or break for QR codes – QR codes were popping up on TV, in printed ads and even on instore displays throughout 2011. The question is whether marketers will continue to be creative in ways they can be used or slapped on everything in replacement of a URL. 2012 could be the year in which QR codes either boom or bust.

Niche marketing continues to grow – If you’ve a special ‘niche’ interest it’s never been easier to indulge, with a wealth of podcasts, blogs and other digital content at your fingertips. Seth Godin predicted in his book ‘We Are All Weird’ that we are entering an era when people spend more time consuming niche content and less on mass media. We tend to agree. So if you’ve got a niche product, there’s never been an easier time to promote it and reach an audience with useful, informative content.

Smarter use of analytics – With tools like Google Website Optimizer and Google Analytics available for free, there really is no excuse for not measuring what works and what doesn’t on your website. We think the use of analytics will become more sophisticated in 2012, as marketers seek to bridge the gaps in the pipeline between Likes, Tweets and SEO with the results they can expect on their website. Knowledge is power, so get prepared to watch those stats in 2012.

The bricks and mortar world adopts digital practices – With reputations built and broken online last year, real world stores are likely to be more forward in asking for positive reviews, Likes and mentions when you next write about them online. Reputation management should now be on every marketer’s agenda (if it isn’t already).

So there you have it – a lot of trends to watch out for this year. Others which deserve a mention include gamification, social advertising, augmented reality and tablet apps.

It looks set to be another busy and, dare we say it, exciting year in this fast-paced marketing world of ours.

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The truth about social media – 61% don’t want to talk to brands

David — Thu, 22 Dec 2011 19:14:50 +0000

Have you heard about the Digital Life survey? You know, the one in which 72,000 people were interviewed in 60 countries, making it the biggest ever study of digital behaviour?

No? Well, you’re not alone.

Normally the results of a new social media survey will launch 100s of blog posts, Tweets and Powerpoint slides. But not in this instance. Instead, it’s been met by a stony silence in the marketing community.

Why? Probably because it doesn’t paint the glossy picture of social media being a customer engagement wonderland that many like to believe. Instead, it describes an unwelcome place for brands, in which they’re given the cold shoulder by customers disinterested in anything they have to say.

This is how TNS Global portrays it in their rather scathing summary, citing how ‘misguided digital strategies are generating mountains of digital waste, from friendless Facebook accounts to blogs no one reads”.

The survey’s headline stats include:

61% of UK users (the highest proportion globally) don’t want to engage with brands in social media
Only 1 in 5 think social media is a good place to buy products, taking the shine off Facebook’s recent value evaluation/guesswork
54% admit social networks are a good place to learn about products
13% praise brands online. 11% complain
61% have been driven to engage with a brand by a special offer or promotion

You can see a graphic representation of the survey here.

Brands are pouring out content, but is it the right content

So what can brands learn from the survey? How should they adjust their approach?

As TNS Chief Development Officer Matthew Froggat notes: “Many brands have recognised the vast potential audiences available to them on social networks; however they are failing to understand that these spaces belong to the consumer and brand presence needs to be proportionate and justified”.

Social media is here to stay, and has yet to mature. But as with any medium, it needs to be used appropriately. You need to consider who you want to talk to and why. Simply hammering everybody with ads or pouring out content, of no real value, isn’t going to cut it.

Social media isn’t always the right approach. And brands need to stop obsessing about chasing ‘Likes’ and ‘Tweets’ as the only means of gauging success. Instead, they need to think about how social media can be combined with other platforms to deliver real results.

But despite the survey’s gloomy assessment, I’m optimistic. As marketers find their feet and measurement tools improve, 2012 could be a year in which social media becomes part of the bigger, broader strategy, rather than endlessly hyped as a channel that’s revolutionising marketing on its own.

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Obama is marketing his brand on Tumblr. Should you?

David — Wed, 23 Nov 2011 13:36:50 +0000

As the Obama marketing juggernaut starts greasing its wheels for the 2012 election campaign, it’s added another tool to its arsenal. Team Obama has now added Tumblr to the President’s list of social networks – always a good indication that it’s one brands should know about.

The Obama team aims to use it as a ‘huge collaborative storytelling effort’, which will focus on user submissions and behind the scenes footage of the 2012 campaign marathon. The idea of using it to project a more human, approachable side is what Tumblr is all about.

This blogging platform has been quietly picking up users and page views over the last four years. Its visitors have rocketed 218% in the last year, from 4.2 million to 13.4 million. Not too shabby for what the WordPress literati might snub as a mere scrapbook.

Rather than ponderous 500 word posts, Tumblr is a tool for publishing short blasts of content, like images, quotes, links and videos. It’s great for creating an ongoing meme about your brand, particularly if it can be done in a visually (1/2 of daily posts are images) interesting way. Tumblr is perfect for fashion brands, for example, with 180 of the top 1000 blogs fashion focused.

Is Tumblr right for your brand? Here are some examples to give you some ideas:

The Economist – www.theeconomist.tumblr.com

The Economist Tumblr blog offers a visual gateway to their main website. Rather than present long editorials, it focuses on quotes, charts, video and cartoons, which then link through to the main content. This is a great example of how you can use Tumblr to give a visual preview of content you’ve posted elsewhere.

IBM – www.smarterplanet.tumblr.com

Rather than show off its software, servers and mainframes, IBM uses Tumblr to publish posts related to its ‘Smarter Planet’ meme. Whilst there are links to articles about cloud computing and open source software, you’ll also find links to ‘smarter system’ articles on energy issues, science and healthcare.

IBM’s blog shows how you can use Tumblr to present a softer, more human side to that on your business focused corporate website.

Huggies – www.highchaircritics.com/

If you’re looking for photos of pregnant celebs, funny baby photos and ‘cotwear’ fashion you’re in the right place. The Huggies Tumblr page is designed to be a fun, interesting and friendly place for parents to spend some time. If it creates a warm feeling that persuades people to pick their brand off the supermarket shelves so much the better.

Topshop – www.topshop.tumblr.com/

Rather than an online catalogue, Topshop’s blog provides a showcase of real life street fashion, which is exactly what the brand is all about. Along with pictures taken by their roving fashionista photographers, you’ll find user submitted photos showing off their own streetwear combinations. Topshop’s Tumblr blog both demonstrates how to involve users in your brand and why you should focus on what’s going to interest them, rather than focus on the hard sell.

Any branded Tumblr blogs you’d like to share?

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We’ve achieved Investors in People Bronze Standard!

David — Mon, 07 Nov 2011 11:43:29 +0000

The difference a great team can make to a business has been proven time and again. And for us, that enduring practice has now been officially recognised with an Investors in People (IiP) award.

In receiving the bronze standard, not only has our ‘people and personalities’ ethos been formally accredited, we have surpassed our original aim for a standard IiP award.

Our team has always been at the very core of our business, making bda what it is. Therefore, this accreditation recognises the belief we have in our people and the difference a great team can make.

But as we’re never a company to stand still, we now aim to continue our progress and work towards achieving silver, and maybe even gold, levels of the standard.