When it comes to digital marketing today, you’re either in or you’re out. Adobe made a survey among 1000 US marketers to see how they keep up with the digital revolution. Some interesting findings were for example that future marketers need to take more risks, and that companies in the digital industry has to hire more talents.

If you’re interested in more survey results, read them here.

We create a massive amount of content every day, but for what use?

The online consumer’s patience is getting shorter and shorter. 38 percent of all readers don’t even scroll down the page. As a content producer you need to create texts that are short, concise and visual to attract the reader’s attention. But is that enough?

Contently listed 8 frightening facts about the huge amount of online content that goes unused every day. But fear not, they also have the answers to the problems. In the age of information overload content needs to provide an added value for users to be recognized. Content needs to become smart and personal. Find out more how your content will combat insignificance here.  

 

 

It’s not an understatement that almost everyone with a smartphone has tried out Instagram these days. It is certainly pretty addictive to select between filters like Walden, Lo-Fi and Valencia to create trendy, blurry polaroid-like pictures.

Recently, brands have also realised how valuable Instagram is for advertising and connecting with the consumer on a more personal level. Online consumers are becoming more and more impatient, and visual advertising is the best way to catch attention today.

With Instagram, brands can engage with the consumer in a more relaxed and spontaneous way, which seems to appeal to consumers. Nike for example, has over 4 million followers at the moment.

If you want to know more about how Instagram and Pinterest have an impact on brand advertising, read more here.

Ever heard of 'The New Vogue', 'Social Strategy' or 'Transparency Trending'? Those are the most valuable trends in the retail industry right now, listed by Contently's new ebook State of Content Marketing.

According to this article on Contently, 54 out of 100 customers consider ending their relationship with a retailer if he does not succeed in delivering content that is precisely relevant for them. This means that retailers have no other choice than becoming experts in creating unique content experiences for the customer.

If you are interested in building your expertise, download the ebook for free.

 

 

Content might be King, but today, conversion is a truly dignified opponent to the throne. 

Nosto recently hosted an event at the Google Campus in London to guide retailers through the complex landscape of e-commerce. The presentation contains some fresh and original thoughts on how to increase conversion and bring up revenue, with presentations held by representatives from Tradedoubler, Feefo, Kiosked and Bronto Software. Read the presentation here.

 

 

As a result of growing number of apps - like taxi-app Uber - that immediately respond to personal needs for products or services, our phones have evolved from single-function devices to multitasking personal assistants. Now that this is backed by virtual wallets order-ahead services and our apps knowing our preferences to the detail, the nature of ecommerce will again change. PandoDaily calls this the Smart Commerce movement and they predict four major customer behavioural shifts that will result from the shift.

At the moment most of the time on shopping with mobile devices is spent on browsing. Why?

  • Payment and checkout processes haven’t been able to keep up with mobile optimization, and purchases have to be completed manually with desktop computers. This is expected to change in 2014, when more companies will see m-commerce as a norm in making profit.
  • Because of personalized experience and convenience, the average order value of purchases made by tablet surpassed the value of purchases made by PC, even though bigger purchases are usually done with desktops. In order for m-commerce to catch up, retailers need to offer more tailored shopping experiences via for example personalized offers. 

Mobile commerce will not replace in-store purchases in 2014, but complement it. In the year ahead, companies will learn to respond to our needs for taxi or restaurant reservation even more promptly - like our personal concierge.

Learn more

Blippar CEO Ambarish Mitra released the first Google Glass app that brings augmented reality that appears on daily used products, like soda cans and the first version should be available for downloading just in weeks. This is expected to enable large masses for everyday use - or at least Google Glass users. It is noteworthy, since so far we have seen augmented-reality concepts only in videos on concepts and demos.

Mitra claims that the company is the first one in the world to exactly create their current mobile proposition and move it to Glass where the app is able to recognize real-world branded objects and adds a tracked layer of interaction on top of it. The new platform gives a whole new set of opportunities for companies to advertise even more interactively. Major brands have already started to educate their consumers on how to use the new concept of “blipping” in order to secure smooth engagement. The more traditional augmented-reality layer has involved scanning an item from for example on a page of a magazine. With a smart device worn on the face the augmented-reality becomes omnipresent from only surfacing.

More on Fast Company.

In terms of content producing and consumption, wearable technologies can be divided into two categories:

  1. The so called Quantified Self -specialized wearable technologies only produce content with limited scope for users, based on personal health and lifestyle. 
  2. The other category - like Google Glass - enables the user to both produce and consume the content, but in a more limited scope than with mobile devices.

For content managers and producers the smart devices mean whole new set of challenges and opportunities. The small size of the screens obviously set a limitation for content in different apps. At the moment the ability to produce content on wearable devices is limited to posting pictures, tweets or quantified self data and the consumption of content to YouTube videos or your RSS feed. But once the wearable devices become more mainstream, this is expected to change. 

But at the moment the content is mostly lacking and provides an opportunity to first mover, as described by Alexis Madrigal of The Atlantic: “To me, in the extremely attention-limited environment of augmented reality, you need a new kind of media. You probably need a new noun to describe the writing. Newspapers have stories. Blogs have posts. Facebook has updates. And AR apps have X.”

Learn more

Register for video strategy webinar

Kiosked and Brightcove have teamed up to educate online retailers on how to tell their story through video and more importantly how to directly drive revenue through video.

  • Visual content drives shopping impulses
  • Video is perhaps the biggest driver in impulse driven commerce
  • Making videos interactive and shoppable moves them from passive brand awareness to active sales channel

In this first webinar of a three-part series, you will learn how you can use videos to their full potential by attracting and educating consumers while at the same time using them as a powerful sales channel.

Learn about the power of video marketing, register for the webinar today:

  • Europe - February 18th, 10am - 11am, GMT
  • North-America - February 18th, 10am - 11am PST/ 1pm - 2pm, EST

After registering, you will receive a confirmation email containing information about joining the webinar.

Even though augmented reality (AR) is mainly associated with videogames and presenting graphics over real world objects, there are at least three reasons why savvy marketers should revisit the concept this year.

First being the opportunities AR brings to retailing via wearable computing trends. According to Brian Ballard, APX’s CEO,: “The average use case for consumers to wear smart glasses out and about isn’t there yet. You have to have a certain sex appeal.” But with soon-to-be- dropping prices, that time will be here soon enough. With this trend, the retailers are able to cut down the number of trained staff in stores when the smart glasses do most of the information heavy lifting, but still bringing even more personalized and more informative showrooming experience to the customers.

Secondly, the increased word-of-mouth marketing potential with social media on all the content the company has to offer. When a customer gets a positive experience with the brand, in form of let's say a cool photo that doubles as an immerse AD on a website, the user is more likely to shout out the cool feature by sharing it in the social media – assuming the sharing has been made easy. Once the other people seeing the picture/AD are equipped with smart glass hardware and an active shopping state of mind, the AR can bring extra information about the product. Add the showrooming framework and you have bunch of a potential buyers.

Despite the raised concerns on privacy with real time (face) image recognition associated with heads up displays, HUDs combined with prepared public messaging creates the third opportunity that AR brings to marketers. AR and the additional layer of information can assist by bringing additional information in situations like press conferences, or help your brand to stand out at trade shows. And since the world's first AR TV was released just recently, in the future we can see additional, personalized information even in front of our TV screens.

Learn more: http://econsultancy.com/blog/64168-three-reasons-why-digital-marketers-should-revisit-augmented-reality-in-2014