Harrods takes its Green Man global for Instagram contest. Harrods’ #MyGreenMan British retailer Harrods is communicating with its worldwide fan base through an Instagram initiative starring its green-clad doorman. For more than 100 years, a Harrods Green Man has been posted at every door of the London department store, thus becoming an icon in its own right. To celebrate the Vogue Festival 2015, of which Harrods is a sponsor, the retailer is inviting consumers to take the Green Man away from his post on travel adventures. Green with wanderlust Using Instagram to document Green Man’s adventures, consumers are encouraged to upload their images for a chance to win a luxury shopping spree in London.
Beginning on March 27, consumers who have purchased a wooden Green Man from Harrods, can take a picture of the Green Man anywhere in the world. Harrods will supply a paper version of its Green Man that will be downloadable closer to March 27. Harrods’ Green Man has been the focal point of social engagement campaigns in the past. Like this article? Michel et Augustin tente l’offre d’emploi augmentée. Kenzo promotes island living with new digital interactive experience. Kenzo Island is an interactive digital campaign Parisian fashion label Kenzo is taking consumers on an island vacation through the comfort of their own computer screens with the digital Kenzo Island feature on the brand’s Web site.
Kenzo worked with Toilet Paper magazine to create the digital island that gives viewers the opportunity to click on different locations and browse products and images from the recent Kenzo collection. Interactive features like this keep consumers engaged and entertained, possibly inspiring them to purchase products online during the experience. “The Kenzo Island campaign could be effective because it specifically gamifies the shopping experience,” said Donn Gobin, chief operating officer at Aurnhammer, New York. “It creates an imaginary world for customers to explore and increase brand engagement.” Mr. Gobin is not affiliated with Kenzo, but agreed to comment as an industry expert. Kenzo was unable to comment directly. Like this article? Periscope and Meerkat? It's time for brands to keep it real says @hinchcliffe.
When it comes time to rank the buzziest marketing buzzwords of this century, then 'real-time' and 'always-on' are almost certain to place in the top ten. Are we chasing speed for the sake of speed like a crazed pack of Clarksons (and look how that ended), or is there a genuine need here that we're looking to fulfil? Whether it's communicating a key message to an audience, or a one-on-one conversation with a customer, the drive to immediacy and responsiveness has been unrelenting for the best part of a decade.
Now, as Twitter enters the live-streaming fray with Periscope, and Facebook introduces a whole new breed of Messenger apps, we might have just hit terminal velocity. So maybe now is the right time to ask ourselves: are we chasing speed for the sake of speed like a crazed pack of Clarksons (and look how that ended), or is there a genuine need here that we're looking to fulfil? A first step to answering that question might be to take a look at how these new tools are already being used. Burberry uses Snapchat to share video and capture consumers' attention. Burberry customized the Snapchat ghost British fashion label Burberry is welcoming consumers to join the brand as it celebrates the opening of a new flagship store in Los Angeles with an exclusive event at the Griffith Observatory, which the brand will share on Snapchat.
Up until the day of the event. Burberry will be posting regular stories to its Snapchat account allowing consumers to witness all of the activities taking place in Los Angeles from their phones. Using new social media applications to connect with consumers helps keep a brand relevant among an international audience, regardless of where its events are hosted.
“Today’s consumers, especially millennials, are adept at watching multiple screens at any given moment, and marketers need to capture them quickly,” said John Elkaim, chief marketing officer at Olapic, New York. “Traditional marketing channels are not captivating or resonating with them,” he said. Mr. Burberry was unable to comment directly. Like this article? Can your homepage carousel suceed ? The old carousel controversy According to a 2013 study of Eric Runyon, the total amount of Web users clicking on a carousel does not reach 10%. Jakob Nielsen, main specialist in ergonomics and UX, had launched the debate a few months earlier, pointing out that carousels were, at best, ignored. Yet carousel is a trend that lots of famous brands still appreciate and display on their homepages. Criticized, the auto-forwarding widget survives despite the controversy.
What is a carousel? A carousel is a functional block that displays several products, services or new content. Are Web users’ clicks your objective? Studies reveal a low click rate on carousels. Carousels are also a good way to present several products or messages on a same space. Moreover, carousels provide a content that Web users might otherwise have not seen, for example because they did not intend to check on the category that the presented product belongs to. Example: Lacoste’s carousel Example: Brandalley’s carousel. BoF Exclusive | Inside Balmain's Digital Revolution - The Business of Fashion. Why digital natives prefer reading in print. Yes, you read that right.
Frank Schembari loves books — printed books. He loves how they smell. He loves scribbling in the margins, underlining interesting sentences, folding a page corner to mark his place. Schembari is not a retiree who sips tea at Politics and Prose or some other bookstore. He is 20, a junior at American University, and paging through a thick history of Israel between classes, he is evidence of a peculiar irony of the Internet age: Digital natives prefer reading in print. “I like the feeling of it,” Schembari said, reading under natural light in a campus atrium, his smartphone next to him. “I like holding it. It’s not going off. Textbook makers, bookstore owners and college student surveys all say millennials still strongly prefer print for pleasure and learning, a bias that surprises reading experts given the same group’s proclivity to consume most other content digitally.
“These are people who aren’t supposed to remember what it’s like to even smell books,” said Naomi S. A quoi sert un smartphone dans un magasin ? Pour quatre shoppers sur dix, le téléphone est incontournable pour comparer les prix dans un lieu de vente… Un changement de comportement qui fait du mobile un outil d’information et de transformation d’achat. On ne consulte plus uniquement son téléphone portable en amont de ses achats. Désormais, c’est dans le point de vente que le second écran, en passe de devenir le premier, va faire la différence. L’institut d’étude GFK a demandé à des mobinautes de vingt-trois pays comment ils utilisent leur smartphone sur le lieu de vente.
En France, les shoppers sont loin d’être les plus actifs sur leur mobile quand ils sont dans un magasin. Ils préfèrent laisser le prescripteur les conseiller comme les amis ou la famille (32%). La moitié des shoppers âgés de 20 à 29 ans, au niveau mondial, comparent les prix online quand ils sont en magasin Contacter un ami ou un membre de sa famille pour demander conseil est aussi important pour les hommes que pour les femmes. Raphaël Legrand. Over 88% of all digital ads are clicked by robots, a new shocking study finds.
If you think your digital media planners do well and your budget on Internet ads is spent wisely, think twice. Following Google’s ad viewability report as of November 2014, which suggested that about 56% of all digital ads paid by advertisers are usually never seen by consumers, the Luxembourg-based startup Oxford BioChronometrics has proved that this number is actually much higher. The small software engineering company specializing in Human Recognition Technology conducted a study: the team placed digital ads (banner and contexual units) on Google, Yahoo, Facebook and LinkedIn. Those ads were then monitored using the company’s newest technology for engagement with automated programs (bots) and/or human users. Pic.: the results of the study by Oxford BioChronometrics, ration of ad-bots to human users, 2015 The results were surprising: the highest rate of human interaction with the ads was seen on LinkedIn (12%), the lowest — on Google (2%).
Dove's Twitter Oscars program attempts to reverse damage of negative tweets. People turn to social media to discuss how celebrities look while walking the red carpet at the Oscars, but the comments, of course, aren't always positive. Not only do we often see critical tweets about actresses in their gowns, women are 50% more likely to say something negative about themselves than positive on Twitter, according to new research from Twitter. As a part of a campaign called #SpeakBeautiful to boost self esteem on Twitter, the social network and Dove have created an inspiring video that will air on Sunday night during the Academy Awards pre-show.
Check out the clip, which highlights the domino-like effect of negative tweets, above. The ad is based on recent Twitter study and revealed four out of every five negative tweets posted on the site about beauty and body image are women putting themselves down four out of every five negative tweets posted on the site about beauty and body image are women putting themselves down. Giorgio Armani Beauty urges women to say yes. Cate Blanchett models for the Giorgio Armani Si print campaign Italian fashion label Giorgio Armani is challenging women to say “Sì” to new adventures and especially to the brand’s new fragrance of the same name. “The Courage to say ‘Sì’” shows a number of women in various situations attempting to work up the confidence to do something they are unsure of. Giorgio Armani has been teasing consumers with clips from this longer piece for the past several weeks before releasing the entire film. “This is a beautiful, inspiring film, which portrays an aspirational image of a modern woman,” said Dominic Tremblay, president of Tuxedo, Montreal.
“She seems active and empowered – sports, business – and therefore this will resonate strongly with the aspirations of today’s women in [the 25-35] age group. “If we look at women in 2015, they are in control of their life, active and professional, so this representation makes sense with the audience,” he said. Mr. Like this article? A new age for luxury marketing. Welcome to the world of luxury. Once a world of extreme exclusivity, inaccessibility and elusiveness, today the world of luxury is evolving to target a wider audience. The world of luxury is experiencing changes, both from the way consumers are developing, as well as the way luxury businesses themselves are being run. Luxury marketing has now shifted to reflect these trends. On the consumer side, Sumindi Peiris, global director Johnnie Walker – Reserve Variants of Diageo, says that consumers are more interested in unique experiences and the social currency that comes with them, rather than owning or collecting ‘possessions’, as in the past.
“The more traditional idea of conspicuous consumption is being replaced by an emphasis on quality, authenticity and uniqueness. Modern consumers are demanding more meaningful and personalised returns on their spends; intangible success is measured in the form of ‘one of a kind’ experiences as well as deep personal development,” says Peiris. Les wonderwomen françaises du high -tech. Elles partent à l'assaut du Web, lancent leurs start-up, développent applis et logiciels. Ces conquérantes se sont fait une place de choix dans un secteur plutôt macho. Quitte à bousculer les codes... numériques et masculins. L'iconique patronne de Yahoo! , Marissa Mayer, informaticienne, mère de famille et femme d'affaires, ne sera bientôt plus une exception, que ce soit aux Etats-Unis ou de ce côté-ci de l'Atlantique. . « Il n'y a pas de plafond de verre. Geek ? Car, même quand elles réussissent, elles doivent affronter les préjugés. Même expérience pour Pascale Vicat-Blanc, à la tête de CloudWeaver, une start-up basée à Lyon et à San Francisco.
Branchée, et alors ? Reste que si les filles sont moins nombreuses que les garçons dans le high-tech, c'est surtout parce que ce domaine d'activité a encore largement mauvaise presse auprès d'elles ! Se censurer, plus question ! Julie Krassovsky En chiffres 28 % de femmes dans les entreprises numériques, selon le Syntec. Les réseaux qui comptent. Comment les métiers du marketing digital vont évoluer. Chaque jour apporte son lot d’innovations dans le domaine du marketing digital. Pour autant, il convient d’établir une différenciation entre les fonctions « résiduelles », « spécifiques » et « émergentes ». Le webmaster et le responsable référencement font partie des métiers qui perdurent. Le « Chief Data Officer », le « Revenue Manager » et même le « Trader » sont, eux, des postes émergents au sein des services marketing des entreprises.
Mais d’autres vont disparaître. A découvrir également, le Top 5 des métiers les plus matures, et les 10 qui seront amenés à perdurer. Au coeur de ces nouvelles problématiques, la formation. Enfin, connaissez-vous les compétences clés à posséder pour travailler dans le marketing digital ? Méthodologie : l’étude a été préparée autour d’un dispositif impliquant quatre parties : un comité scientifique, une étude documentaire, des groupes de discussions en ligne et une enquête menée auprès de 400 répondants. Yves Saint Laurent Beauté monte le son avec Les Inrocks et Deezer. The Rules of Twitter Hashtags: Hits and Misses From 7 Big Brands.
Since hashtags became clickable in 2009, brands and consumers have used them to start, track, and follow conversations on Twitter. Today, hashtags have become a critical part of successful marketing campaigns across many different social platforms. They’re so widely used that brands now feature them on advertisements, TV shows, even the big screen at sports games. For example, if you’re a fan of The Bachelor, you’ve probably seen the superimposed tweets with the hashtag #TheBachelor on the lower left-hand corner of the screen while the episode is playing. Having a designated hashtag for the show encourages viewers to interact with ABC and other fans of the show on social media. Executed properly, these campaigns can be very effective in helping brands spread their message to a wide audience. But what about when a campaign isn’t executed well? To help make sure your campaigns aren’t a flop, we’ve rounded up lessons from seven of the best and worst Twitter hashtags of all time.
The courage to say Sì. 5 Retailers à l’avant garde de l’innovation. Published Du 10 au 14 janvier, le NRF Big Show, salon annuel du Retail à New-York réunissait pas moins de 33.000 participants. Fidèle à sa mission de veille en innovation pour les grandes marques, le HUB ... Du 10 au 14 janvier, le NRF Big Show, salon annuel du Retail à New-York réunissait pas moins de 33.000 participants. Fidèle à sa mission de veille en innovation pour les grandes marques, le HUB Institute était présent pour identifier les dernières tendances et les nouvelles pratiques à suivre. Cette « learning expedition » bénéficiera d’une analyse complète lors de la conférence HUBDay Futur du Retail le 5 février au Medef et d’un HUB Report, synthèse complète disponible aux membres de notre Digital Transformation Passeport. Mais voici déjà en attendant, 5 marques qui ont retenu notre attention par leurs approches disruptives dans le monde de la distribution. www.hubinstitute.com.
Programmatic Is King, But Humans Aren’t Obsolete Yet. Comment: Goodbye digital director, hello chief customer officer. Jean-Paul Agon : "Google ne peut pas tuer L'Oréal, au contraire !" Armani casts consumer as lead in first-person perspective video. L'Oréal Hack Day: le premier hackathon sur le thème de la coiffure. Je Like - Le hashtag, nouveau levier de l’achat social en temps réel ? Introducing The Burberry Beauty Box. Nordstrom's Pinterest In Stores Plan. iBeacon : le NFC d’Apple pour le lèche-vitrines chez Macy’s. Un nouveau site internet pour Jimmy Choo. Audace - Le distributeur automatique de L'Oréal à New-York. Longchamp surfe sur le retrogaming, Mode. La prochaine Xbox dans la tourmente du «toujours connecté» Nike: 8 Interactive Store Windows at Selfridges
Monde : Nespresso déploie 250 bornes interactives dans les grands magasins. Internet sur le point de vente : 5 erreurs courantes et comment les éviter. Innovations - Adidas lance une nouvelle génération de vitrine interactive. Benoit Radenne: #Guerlain little black dre... La course interactive de BMW. Wish You Were Here - La Nouvelle Plateforme Communautaire de Veuve Clicquot. The Eight Most Innovative Digital Programs in Prestige: #1 Burberry. L'envers du Web. « Secret Service », le e-CRM par Viktor & Rolf. Chaîne de Burberry. iPhone Alarm Clock Donates Your Snooze to Charity. Le Club Perrier - Prêt à faire monter la température? Marc Jacobs, entre community management et gestion de crise.