- July 3, 2008 by OS
Shooting in the office…
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…with very shallow depth of field.
Few studio shots I did yesterday. Everyone in the office seemed to like them. Or maybe they just did not want to be rude… Anyway, you can see the rest of the photos in my blog.
- June 17, 2008 by AS
Instore retailing and what it teaches us about selling online….
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Great post from eConsultancy:
”
I recently attended an event in Amsterdam which gathered together senior etailers from across Europe (kindly sponsored by Fredhopper – I owe them at least that plug…).
For me the most fascinating talk was by the VP Merchandising & Buying at a major European multi-channel retailer. It reminded me just how much we still have to learn about how online selling works, and how much we can apply from offline.
The focus of the talk was about (offline / in-store) Category Management.
Now this a BIG topic. There is even a “Category Management Association” focused on “Advancing professional standards in category management”. Within category management you have all sorts of sub-areas e.g.:
- Category Definition
- Category Role
- Category Scorecards
- Format Management
- Assortment Breadth & Depth
- Customer Decision Trees…We were talked through this supermarket’s key categories: “Destination”, “Traffic”, “Routine Volume”, “Routine Assortment”, “Impulse”.”
- May 30, 2008 by MB
Reiss Website in the Charts
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Hats off again to the Reiss team…the site has just been ranked 24th in this weeks Design Charts!
- May 22, 2008 by JP
UNIQLOCK viral wins the Black Pencil Award
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Recently Uniqlo, one of Pod1’s clients released Season 3 of the UNIQLOCK series which just won the Black Pencil award from D&AD. This series has grown exponentially every year to include a range of features including a screensaver and an alarm clock this year. The updated graphics and movement makes the newest UNIQLOCK look more interactive and more fun than the previous ones.
The focus of this viral campaign is the different t-shirts that the girls wear while performing in the clips. The release of the UNIQLOCK is helping to increase brand awareness and put a focus on the UT t-shirt range that has just been released. Within the viral there are links through to the products so that anything that catches your eye is easy to buy.
- April 25, 2008 by JP
Effect of Search Behaviour on Conversion Marketing
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At a recent presentation on streetwise marketing Fadi Shuman, pod1 founder, discussed the impact of conversion marketing. This is the method of analysing the behaviour of online searchers for certain keywords. It details how a customer moves from the stage where they think that they want a product or service to the end stage where they convert on a site.
The concept broadly analyses the different stages that a potential customer goes through when trying to purchase an item online, regardless of what it is. This includes details of the four stages of a customer’s online decision making process: Awareness, Research, Decision and finally Purchase.
Each of these stages cause the customer to use different search terms as they progress. For example someone looking for a personal loan may go through the following process: In the Awareness stage the customer is likely to type in ‘Loans’, while in the Research stage they are likely to type in ‘Best Loans’. In the Decision stage they may type in ‘Debt Consolidation Loan’ while in the Purchase stage they are likely to type in the name of their preferred provider and the possibly product name such as ‘Picture the Loan‘
This analysis is causing a reanalysis of which terms are best for a particular client to rank for since competition for 1 word terms is normally extremely high. While it may look good for a client to rank for a 1 word terms such as ‘Loans’ they may see greater conversions for longer terms such as ‘Debt Consolidation Loan‘.
If you can’t be top for every term in a user’s search process then being no. 1 for the term used during the decision stage of their move to convert will give you a far higher chance of getting their final conversion to occur on your site. As opposed to the conversion taking place on the site of the people who ranked for no. 1 during the initial searches that occurred during the awareness and research stages. This can be due to the fact that your name is the most recent and therefore the one most likely to be remembered.
This is not necessarily standard for every searcher who visits the net, but it is equally applicable for purchases, sign ups and other types of conversions that are measured on a site. The benefits that you can gain from ranking for the longer tail and more specific terms include higher conversion volumes for the traffic you gain. This type of focused traffic means that it is imperative to capitalise on the visitors who do find you at no. 1 during the decision stage by completely ‘owning’ your brand name.
In order to own your brand name you need to ensure that as many entries, both paid and natural on the first page of the search results are for your site. While some people think that bidding on your own brand terms is a waste of money, being able to ensure your competitors are kept out of the results is priceless. Once a person decides on your product the last thing you want them to do is get distracted and end up giving the conversion to a competitor who ranks well for your brand name or brand terms.
- April 23, 2008 by FS
UNIQLO at it again with ‘UT-Loop’
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- April 11, 2008 by MB
Yahoo to host Google Ads
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In yet another twist in the seemingly never ending Yahoo Vs Microsoft take-over wrangle, Yahoo has announced that they will be ‘trialling’ Google’s AdSense for search service. This two week proposed trial will see Yahoo.com search results displaying Google ads alongside its own ads in the US.
The timing of this announcement couldn’t be more crucial as Microsoft looks to Rupert Murdoch’s News Corp to increase their financial leverage as they prepare to approach Yahoo’s shareholders directly if their £22.4 bn takeover bid isn’t accepted in the next three weeks.
The fact is this Yahoo trial with Google could be a clever way of proving that Microsoft have seriously undervalued the company by showing what kind of revenue Yahoo could potentially generate if they were to form a business relationship with Google.
Oh and in one final piece of what is becoming an ever more increasingly complicated puzzle Yahoo is also understood to be in talks with AOL in a deal which would involve AOL investing in Yahoo so enabling Yahoo to buy back some of its own stock!
For more info on this story try visiting The Machinist
- April 9, 2008 by AS
Great trends reports
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If you have missed these, they are well worth a look.
Great inspiration and in an insight into consumer behaviour.
- by AS
Research from eMarketer
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From Crowdstorm blog:
New research out from eMarketer again, argues that shoppers are increasingly trusting each other when it comes to finding credible information advice about products or companies:
The fact is that knowledgeable and trusted peers provide valuable advice and insight to people trying to find the right products to buy and gain the advice and information they need. In fact, JupiterResearch reckons that online social network users were three time more likely to trust their peers’ opinions over advertising when making purchase decisions:
So, what does this really mean… Well, I think that people are actually getting more savvy in how they find and absorb information and that people are now looking to credible expert sources and trusted peers compared to just lists and lists of anonymous or not-related reviews. Ultimately no-one wants to be fooled by advertising or biased reviews, and having trusted sources from experts, opinion leaders, peers, and friends - can really help people feel more confident in their product research.
Social Graph + Research + Shopping -> 2008 is the year..
- by AS
More from Sony?
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Latest Sony ad… 4th installment (?) on You Tube: http://www.youtube.com/watch?v=ijbWlOd5kB0
What do we think?
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