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Key themes that arose from our third online retail conference.
Friday, 18 April 2008
Those plastic cards we love and hate so much, have found their home on the internet, over £46.6 billion was spent online in 2007, an increase of £16 billion from the previous year. We gathered together professionals from the ecommerce world once again to inspire retail advertisers and discuss the new trends effecting online shopping in 2008.
WAA’s Chris Tomlinson followed the IAB’s Kieron Matthews’ introduction with his presentation on ‘The Recommendation Generation’ - a term to describe the new age of online consumers. He outlined how people no longer trust a company’s explanation for a product’s performance; they trust what their online friends and peers say on sites such as Amazon and Facebook. Chris Tomlinson wrote an article covering the ‘recommendation generation’ for the IAB site.
Next up Alex Marks of MDAS highlighted the difference between push and pull advertising. The former is traditional advertising like pop ups and banners that consumers can identify quickly but also become an irritant to their online experience. Whereas the latter, pull advertising is fully integrated within content, like in stream overlays and product placement in shows such as Kate Modern that enhance the experience for the consumer. Alex went to on say that the online retail market mirrors the offline world; principles that shape the high streets need to be implemented online, 'its just real estate but on the digital high street'.
Sandra Denyer from affiliate company TradeDoubler was partnered by client Ennis Al-Saiegh of Jessops Online to discuss the strategy used to drive more consumers to the Jessops’ website. An affiliate programme played an integral role in communicating the new ‘collect@store’ feature. After installation, Jessops encountered a 239% sales increase from Jan to June 2007, compared to the same time in 2006, demonstrating the positive effect that an affiliate can have on traffic. To learn more see our affiliate marketing guide.
HowTo.tv’s Russell Goldsmith then spoke of their work on the Screwfix DIY How-to videos campaign. The videos combined informative content with built-in live links so the audience could interact with products placed in the video, for instance ‘how to build a shower’ would allow consumers to click on the shower and be taken directly to the Screwfix site to purchase. The campaign witnessed 12% of its 27 000 viewers directly purchase after watching the videos.
After the interval Gavin Bell of Dare walked the audience through their inventive launch for Woolworth’s ‘The Big Red Book’. Entrants to the competition were given the chance to literally launch the Woolworth’s ‘big red book’ catalogue from a catapult, live, during the two day launch and subsequently win prizes by hitting targets. This campaign proved the growing efficacy of video for retail advertisers for showcasing products and creating engaging content.
Antony Mayfield of iCrossing outlined to the gathered delegates how the traditional marketing model has been thrown out of the window and how retail is increasingly driven by peer reviews, competitive alternatives, influences from friends and UGC.
We then were offered a glimpse of the future that’s already available. Joseph Olewitz of LBi US showcased a new innovative product named ‘Social Retailing’ that allows shoppers in changing rooms to use touch screen technology built into mirrors to superimpose alternate clothes over their bodies and get real time opinions from their friends on how they look.
The conference was a great success in bringing together a wide array of advertisers to learn about a market that is growing exponentially day by day. Advertisers took away from the day that search, display, affiliate marketing and social media are all avenues that need to be explored to ensure your brand is fully taking advantage of the opportunities the internet offers the retail brand. Anthony Mayfield’s simple, but effective advice of; “Do as much as you can to be useful,” was one of the key messages that delegates could take from the day.
Kieron Matthews finished with the thought that retailers need to do all they can to be in front of the consumers, as they now set the rules. Go to them, they won't come to you.
Speakers from the event included:
Chris Tomlinson - Head of digital, WAA
Alex Marks - Head of trade marketing UK, MDAS
Sandra Denyer - Account Director, TradeDoubler accompanied by Ennis Al-Saiegh, Online Marketing Manager, Jessops
Russell Goldsmith - Digital Director, HowTo.tv
Gavin Bell - Board Account Director, Dare
Antony Mayfield - Head of Content and Media, iCrossing
Joseph Olewitz - Vice President, LBi US accompanied by Laurent Ezekiel - Worldwide Client Services Director, LBi
Friday, 18 April 2008
WAA’s Chris Tomlinson followed the IAB’s Kieron Matthews’ introduction with his presentation on ‘The Recommendation Generation’ - a term to describe the new age of online consumers. He outlined how people no longer trust a company’s explanation for a product’s performance; they trust what their online friends and peers say on sites such as Amazon and Facebook. Chris Tomlinson wrote an article covering the ‘recommendation generation’ for the IAB site.
Next up Alex Marks of MDAS highlighted the difference between push and pull advertising. The former is traditional advertising like pop ups and banners that consumers can identify quickly but also become an irritant to their online experience. Whereas the latter, pull advertising is fully integrated within content, like in stream overlays and product placement in shows such as Kate Modern that enhance the experience for the consumer. Alex went to on say that the online retail market mirrors the offline world; principles that shape the high streets need to be implemented online, 'its just real estate but on the digital high street'.
HowTo.tv’s Russell Goldsmith then spoke of their work on the Screwfix DIY How-to videos campaign. The videos combined informative content with built-in live links so the audience could interact with products placed in the video, for instance ‘how to build a shower’ would allow consumers to click on the shower and be taken directly to the Screwfix site to purchase. The campaign witnessed 12% of its 27 000 viewers directly purchase after watching the videos.
After the interval Gavin Bell of Dare walked the audience through their inventive launch for Woolworth’s ‘The Big Red Book’. Entrants to the competition were given the chance to literally launch the Woolworth’s ‘big red book’ catalogue from a catapult, live, during the two day launch and subsequently win prizes by hitting targets. This campaign proved the growing efficacy of video for retail advertisers for showcasing products and creating engaging content.
Antony Mayfield of iCrossing outlined to the gathered delegates how the traditional marketing model has been thrown out of the window and how retail is increasingly driven by peer reviews, competitive alternatives, influences from friends and UGC.
The conference was a great success in bringing together a wide array of advertisers to learn about a market that is growing exponentially day by day. Advertisers took away from the day that search, display, affiliate marketing and social media are all avenues that need to be explored to ensure your brand is fully taking advantage of the opportunities the internet offers the retail brand. Anthony Mayfield’s simple, but effective advice of; “Do as much as you can to be useful,” was one of the key messages that delegates could take from the day.
Kieron Matthews finished with the thought that retailers need to do all they can to be in front of the consumers, as they now set the rules. Go to them, they won't come to you.
Speakers from the event included:
Chris Tomlinson - Head of digital, WAA
Alex Marks - Head of trade marketing UK, MDAS
Sandra Denyer - Account Director, TradeDoubler accompanied by Ennis Al-Saiegh, Online Marketing Manager, Jessops
Russell Goldsmith - Digital Director, HowTo.tv
Gavin Bell - Board Account Director, Dare
Antony Mayfield - Head of Content and Media, iCrossing
Joseph Olewitz - Vice President, LBi US accompanied by Laurent Ezekiel - Worldwide Client Services Director, LBi
