City Beach Pivots to Adapt to Changing Customer Behavior

| August 10, 2020

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When consumers shifted to online-only shopping, City Beach was more prepared than a lot of other retailers. Not only had City Beach invested in e-commerce long before the pandemic struck, but they were observing real-time customer behavior and making wise inventory decisions to meet the demands of customers and still deliver business results.

Alex Timlin (SVP Verticals, Emarsys) spoke with Mike Cheng (Head of Digital, City Beach) who shares his take on e-commerce and changes in customer behavior prompted by COVID-19, including:

How critical a retailer’s e-commerce strategy is for engaging customers, Watching real-time trends to manage inventory in a profitable and customer-centric way, Why focusing on an excellent customer experience leads to greater long-term engagement than focusing on the conversion rate.

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OTHER ARTICLES

HOW AI HAS CHANGED THE FACE OF EMAIL MARKETING?

Article | March 20, 2020

Email marketing is an integral part of your digital marketing strategy. The two should be in sync if you want to achieve higher engagement and boost your conversions. However, most marketers believe their emails are either not engaging enough or, are not able to offer the kind of optimization. Artificial Intelligence technology plays an important role in, not just improving the value of your email, but also perceiving your goals and the future of your business.

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CONTENT MARKETING

Earth Day 2021: How influencers and brands can restore our planet

Article | March 20, 2020

If the last few years has taught us anything, it’s that sustainability needs to become a focus within all of our lives – and it has, and is continuing to become ever-more prominent. Everybody is taking more responsibility for the impact they have on the environment, and now, social media influencers are using their platform for the greater good and are encouraging their audiences to take more care, too. Social media is becoming less focused on materialistic items, and is beginning to turn its attention to making an impact on the things that really matter. And what’s more important than the world we live in? From fashion to food and travel, social media influencers are the voice of Gen-Z, and with Earth Day approaching on April 22, the theme is Restore Our Earth, which is the mission of many online influencers. Here, Amelia Neate, Senior Manager at Influencer Matchmaker, shares a few influencers that will help you in your journey to live a more sustainable, eco-friendly lifestyle. Fashion Fashion is an industry that is traditionally known for not being all that economical or sustainable, however times are changing, and so are brands and their consumers, as #sustainablefashion has been used more than 10.5 million times on Instagram alone. Fashion influencers such as Em Sheldon and Charlie Irons are investing in timeless classics and wardrobe staples as opposed to trend-driven pieces that will only be worn for one season of the year. Whilst more expensive, these items are made and bought to last – for decades. Particularly for items such as coats, shoes and outerwear – all of which are often designed with durability and versatility in mind. So, it is great to see influencers such as Em and Charlie using their large followings to promote a more positive and sustainable way of enjoying fashion. Travel Upon first thought, travel isn’t the most sustainable of industries, however there are a few things we can do minimise the impact it can have on the environment as well as reducing our carbon footprint elsewhere. Parenting and travel bloggers Travel Mad Mum Karen, and Travel Mad Dad Shaun, understand how their travelling can be the cause of carbon concern. To balance out their air miles and emissions released by road trips, as a family they eat sustainably, reduce waste and ensure that they recycle and reuse all they can. In a previous campaign, Karen partnered with travel guidance brand ABTA to give her audience advice on making holidays greener. From educating children on recycling, through to combined travel such as taking trains or cycling, Karen and her family work hard to promote a sustainable, circular economy. Food Food waste is a huge problem on a global scale, so it is incredible to see social media influencers encouraging their followers to lead a zero-waste lifestyle. Matt, from Daddy Cooks Food and Bintu, from Recipes From a Pantry are two food influencers who are keen limit food waste and help contribute to a circular food economy. Regularly sharing organic and sustainable food products and services, both Matt and Bintu are making a green and sustainable contribution to the world we live in. Brands are also making a change It isn’t just social media influencers who are using their influential power and social media status to make a change, but brands, too. Brands are becoming increasingly aware of the everchanging needs of their consumers, many of which revolve around leading more sustainable lifestyles – starting with making conscious decisions when it comes to shopping habits. Consumers are now seeking multi-purpose packaging, reduced waste and environmentally-friendly materials and Robert Lockyer, founder of Delta Global, a sustainable packaging solutions provider for luxury fashion brands, explains how brands can achieve just that. “Whilst many brands are working hard to ensure their products are sustainable, many are forgetting to do the same for their packaging. “The packaging of the products is the first thing a consumer will see, and it is important for the packaging to uphold the same ethos and values as the products and the rest of the brand.” Robert also explains that removing plastic from packaging and reusing recycled materials is a great first step in the right direction. He says, “Gone are the days when parcels arrived full of single-use plastic. Whilst it’s no longer acceptable, it is also completely unnecessary as there are a variety of other materials that brands can use to keep products safe. “And where plastic is used, brands should ensure that it can be reused, repurposed and recycled.” So, this Earth Day, we urge brands and influencers alike to restore our planet; one post and one purchase at a time.

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MARKETING STRATEGY

The power of sensationalism in communications

Article | March 20, 2020

In advance of the already highly controversial interview between Oprah Winfrey, Meghan Markle and Prince Harry, the Duke of Sussex surprised us all with an interview on The Late Late Show with James Corden just over a week ago now. In his first interview since stepping back from his duties within the Royal Family, the Prince took part in a seemingly relaxed, natural, and spontaneous interview with TV host and friend, James Corden. And whilst it appeared to be off-the-cuff and completely un-staged, it would have in fact, been quite the opposite. This interview highlighted the true power of sensationalism within communications, provoking public interest, telling Harry’s side of the story, and defining his position as a brand. Matthew Hayes, Managing Director of Midlands-based brand agency Champions (UK) plc, explains why he thinks the interview proves that Harry, the Duke of Sussex understands his brand power, allowing him to reposition himself within the industry. “The interview was completely unexpected and caught everybody off guard. We were all so eagerly anticipating his and Meghan’s upcoming interview with Oprah that we hadn’t even considered he would perhaps look at other options,” he said. The Late Late Show almost goes against his previous branding as a member of the Royal Family. Matthew said, “It was great to see Harry doing Harry. “Throughout the entire interview, Harry displayed his true personality and owned it. And in terms of branding and positioning, he knocked it out of the park. “I believe that Harry achieved what he had set out to do, which was to change the narrative by telling his side of the story and ultimately change the public’s opinion of him.” And in doing so, the interview amassed more than 15 million views on YouTube in under a week, proving that anticipation doesn’t always equate to more impact. More than just a Prince Providing a glimpse into family Zoom calls with his grandparents, Harry used this interview as a way to demonstrate he is more than just a Prince, but a father, husband, son, and grandson, too. "Harry managed to find his own brand identity whilst remaining all of those things, as well as continuing to work in public service. He owned and delivered it in a way that I can only describe as genius.” By changing the narrative and telling his story, Harry proved that he is much more than everybody has perceived him as. The Duke of Sussex isn’t the only person within this industry to change and reposition his brand. Snoop Dogg is renowned for having more than one persona and this has become a part of his brand identity. From gangster to rapper, actor and more recently, the star of Just Eat’s latest marketing campaign, Snoop is recognised for exactly that – proving the power of branding. Clever and controversial marketing After watching the Prince’s interview with James Corden ahead of his sit-down chat with Oprah Winfrey, many of us have been left wondering which really came first – or was this a part of the plan all along? Matthew explains why he thinks it was a clever marketing ploy: “I believe that this interview came first as a deliberate way for Harry to define his brand and lay down the law prior to appearing on Oprah. “Many of us, myself included, assumed that Oprah would be his first (and possibly last) exclusive interview, but what this has done is create a buzz and even more anticipation ahead of its airing. “Before watching Harry with James, I may not have even considered sitting down to watch his appearance on Oprah, and I expect this to be the case for many others, too.” It was recently announced that ITV have bought the rights to Harry and Meghan’s interview with Oprah for £1M, with it set to air at 9pm on March 8. While some may call this controversial, and it may be, Matthew believes it to be clever and tactful marketing. He said, “Harry’s appearance on The Late Late Show will no doubt boost viewing figures for his interview with Oprah, making it somewhat of a teaser. “Mystery and anticipation are remarkable ways to tell a story, which is exactly what both Harry and Meghan have done here.” Digital storytelling expert and founder of Play Human, Matthew Scott also explains the benefits of controversial marketing and why it is so impactful. He explains, “Simply, controversy appeals to consumers and it grabs their attention. But more importantly, it raises a point and sparks debate, which is key when it comes to storytelling, particularly within branding. “Telling a story with an edge of controversy or challenge is a good thing and is what leads to change.” The future of sensationalism Matthew Hayes predicts that following this seemingly controversial yet clever act of sensationalism and storytelling, many brands will begin to follow suit. “Already, Prince Harry has gained such tremendous traction from one short interview, so just imagine the publicity after Monday evenings show. “Brands will see the benefits of working in this manner, albeit slightly controversially, but that it really does work and will garner seriously impressive results. “I am one of those people who perhaps frowned upon Harry’s decision to officially leave the Royal Family. However, after watching his interview with James Corden, my perception of the whole matter has completely changed, which I guess was the aim of the game, right? Well, it worked – for me, anyway.”

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Native Ads vs. Display Ads-Which is Better in 2021?

Article | March 20, 2020

What are the significant differences between native ads and display ads,and how do different businesses utilize each type? Get all the answers in a detailed, concise, and systematic manner. Businesses have various options to advertise their product or service that helps to attract the audience’s attention and boost engagement. Two of the most preferred, prominent, and globally adapted methods are native ads and display ads. But, the time has changed, and the popularity of native marketing has increased compared to display advertising. So, let’s discover the key differences between both and find out why marketers have shifted towards native ads. Native Advertisements Native ads are designed to look, appear, and function as the original content of the website. Native ads amalgamate with the website content without confusing the viewers from the original content and increase the possibilities of getting a click. Sponsored content and promoted content are excellent examples of native ads. Native advertising is less intrusive than traditional ads that help inproducinga high click-through rate (CTR) and increase conversions. It provides an excellent opportunity for innovative exposure, which users enjoy without any complexities. Native ads boost your marketing strategy and gain consumer trustquickly. Types of Native Advertisements Here is the most prevalent native ads type that marketers utilize to achieve native advertising objectives. In-Feed Units Paid Search Ads Recommendation Widgets Custom Ads Promoted Lists In-Ad with Native Element Units Survey about Native Advertisements According to a study, website visitors looked at native ads 53% more frequently than display ads. 25% of visitors remember seeing native ads whereas, for display ads, it is 20%. Native ads register a 9% higher lift for brand affinity and an 18% lift for purchase intent than display ads. Native ads receive 53% more views than traditional display ads. Two out of three Generation X and Z consumers trust branded content more than traditional advertising. US native ad spend expected to increase by 21% in 2021 to a value of $57 billion. The native advertising sector is predicted to grow to $400 billion by 2025. Native advertising is the second-best top-performing channel for video campaigns, according to US publishers. Native ads recommendations are 27% more trusted than social ads. Native ads create an 18% increase in purchase intent. Display Advertisements Display advertising is a strategy of attracting a website's audience, social media platforms to make a particular move. These are often comprised of text-based, picture, or video ads that motivate the user to click a landing page and take action. These ads usually appear in different shapes and sizes that can be presented inseveral formats. It shows that it helps in selecting the style and formats of the ad. In addition, its visually alluring quality makes it unique and assists in building brand awareness. With the help of the Google Display Network, you can access numerous sites and target the right audience by adding ads on appropriate websites. You can track clicks and conversion through Google Ads or Google Analytics for more granular performance. It also allows for remarketing opportunities and helps in familiarizing your target audience with your brand. Display advertising is relatively cost-effective comparatively other advertising channels such as radio, television, etc. Types of Display Advertisements There are various kinds of displays ads that helpcapture the target audience's attention, and drive conversions. Let’s take a look at some common kinds of display ads. • Discovery Ads • Social Ads • Retargeting Display Ads • Responsive Display Ads • Traditional Display Ads Survey about Display Advertisements • 33% of internet users find display ads completely intolerable. • The average click-through rate for the Google Ad Display Network is 0.46%. • Responsive display ads are used more than images. • 43% of PPC marketers say display ads are their least effective channel – yet 84% of marketers are still investing in display ads. • The most popular display ads are “banners and others,” which includes native ads and social media ads. • This 2019, 83.6% of U.S. digital display ad dollars will transact programmatically. • Internet display advertising will be 21.3% of the total global ad spends by the end of 2021. • Total display ad spend expected to hit 177.6 billion globally. • The global Programmatic Display Advertising market size is projected to reach USD million by 2027, from USD million in 2020, at a CAGR of % during 2021-2027. It has become the subject of debate which advertising is superior and beneficial. Both advertising strategies are practical, and result-driven dependingon marketing objectives and how you utilize them. You can go with native advertising if you want to execute a creative and resourceful campaign for your business.Native adswill perform better if you know your target audience can easily be found on different sites, and the same native ads would reach them all. In addition, if you involve native ads in your marketing strategy, it enhances loyalty to your brand and convinces people to share the content with their friends and colleagues. On the other hand, display ads can be productive, and profitable if you want to experiment and optimize for better performance in the future.Furthermore, display ads are undoubtedly powerful if your campaign goal is retargeting. You can benefit from ad networks which make the phenomenon of placing ads on various sites faster and easier.You can also reach several market segments that don’t go to the same online destination by implementing a display advertising strategy. Unquestionably, you can implement both strategies. However, it depends on the business to choose which marketing strategy is best for your campaign and give maximum results to reach your objectives. Just make sure you are aware of the benefits and drawbacks of both advertising strategies before selecting. Frequently Asked Questions Are native ads better? The effectiveness of native ads depends upon your business objective. However, it does wonders for marketers in lead generation and hasa click-through rate (CTR) which is eight times higher than for display ads. What are the top three features of native ads? Native ads help avoid banner blindness, meet the audience's requirements, and keepthe transparency of the ads maintained. Are display ads effective for B2B business? Of course, with the proper implementation of display ads,B2B businesses can boost their leads and experience profits.It also allows the marketer to stamp the market with its creative alternatives like interactive displays, videos, etc. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "Are native ads better?", "acceptedAnswer": { "@type": "Answer", "text": "The effectiveness of native ads depends upon your business objective. 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Plus is a creative content agency that connects brands with people through storytelling + consumer engagement. We believe that a brand is most powerful when it creates personal connections, tells a meaningful story and sparks participation.

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