When setting out to understand a little more about a brand, a visit to the company website is nearly always the first port-of-call for stakeholders. Often dubbed as the ‘shop window’ to an organisation, a website should clearly communicate your brand’s raison d’être, offer a clear user path, and most importantly, outline your company offerings in the best possible light. And while the process of delivering a gleaming new website is often an exciting one, the launch is only the beginning.
To guarantee that your website performs to its best ability, and to stay relevant among your site visitors, it’s crucial to view your website as an ongoing project. It’s not simply a question of UX/CX updates; reviewing CRO, your goal completion, tackling outdated content, dead backlinks, and poor SEO are all contributing factors to a poor online experience for customers, which can be detrimental to your sales drive and to your brand. The good news is that these are all easily avoidable consequences, assuming you tend to your site with care. To keep your website ticking over nicely, we’ve compiled our top 6 areas of focus for web optimisation…
Keep the user journey front of mind
You should always maintain clear strategic direction with your interface, mapping out the best possible user journeys. Without directing visitors to the right areas on your website, you’ll encourage high exit rates, U-turns, or rage clicks (Hotjar, 2022). Not only does this risk conversions or other goal completions, but it can devalue the brand that you’ve worked so hard to build. Put yourself in your users’ shoes and try to experience your website with a fresh pair of eyes. Is it hard to find key information about your brand? Does the site make checkouts, downloads and forms as easy as possible? Could you improve legibility?
Analyse and improve based on the data
Websites don’t just end at launch; they need to be maintained, optimised and tested. Having the correct analytics tools to visualise quantitative and qualitative data is important, but only when you are tracking the metrics relevant to your business. There’s no one-size-fits-all when it comes to quantitative analytics platforms, but the key metrics that marketers should be tracking are:
Return on ad spend (ROAS)
Organic search and paid search traffic
Social media engagement
Email open rates and click rates
While quantitative research is useful in identifying data patterns and numerical trends, it’s important for marketers to understand users’ attitudes, beliefs, and motivations. This is where qualitative data can help fill in the gaps to make more informed decisions with your quantitative data. Popular qualitative research methods include:
Heatmapping and screen recording to understand users’ interaction with your website interface
Customer review platforms
Digital experience analytics and behaviour technology
User testing workshops, which can be as in-depth or simple as you require across various functions of your marketing activity
Simple customer feedback surveys
Website usability tools
By combining quantitative and qualitative methods, it becomes much easier to understand your customer experience. Ultimately, this helps to highlight pain points and identify the content that resonates most with your brand’s audience.
A great way to ensure you’re optimising your website is by running A/B testing (sometimes called split testing) across variants. Before implementing significant updates, you might want to consider running an A/B test to justify your decision making. Netflix leads by example in this area. Unique to every user, they pool together data to produce a final homepage outcome based on behaviour and preferences. Todd Yellin, Vice President of Product at Netflix, confirms that the brand runs 250 A/B tests each year to test the different versions of the design. These tests also consider the ways in which users search for films and programs on the app (Wired, 2018). With a highly detailed level of tracking and various testing in place, Netflix’s success is entirely reliant upon data. Regularly implementing the variations from the results optimises the user experience.
Refresh your content regularly
It’s not uncommon for users to arrive at a website only to be deterred by complex language, over-stimulating features, or a lack of useful information. These websites tend to garner large drop off rates, with marketers left trying to figure out where they slipped up. This nearly always occurs when a website is built without a defined content strategy in place. Markets are ever-changing, and branded websites should reflect this. To stay top of mind, content needs to be relevant, useful, and findable. Marketers need to audit and refresh existing content on an ongoing basis, factoring in current trends and wider business objectives.
Prioritise SEO activity
SEO is often an afterthought when it comes to website builds. This is usually down to the fact that organic search rankings can take time to bear fruit in contrast to paid activity. But with 53.3% of all website traffic acquired through organic search, SEO should be a core consideration during, and after, a website build.Regular SEO activity can elevate your brand and take you to the top of search engines, surpassing your competition. The key to successful performance and conversion of your website is a content strategy that considers a user-friendly experience, with digestible information for both the user as well as search engines. (Search Engine Journal, 2022).
Whilst they are undoubtedly two separate entities, marketers should make sure their SEO and PPC strategies are aligned, and both have high prominence on their marketing agenda and budgets. On average, 5-10% of your revenue should be spent on SEO activity. (Search Engine Land, 2022).
Top performing websites don’t just need to look good, they need to be functional too. Ongoing website maintenance is required to keep your website running. This can be achieved by making sure your website is safe and secure, and that links and tools aren’t broken. It may seem simple but often brands focus on the launch of a new website and forget to check in on performance once it’s live. Some CMS updates can be relatively straight forward, but you’ll benefit from an experienced digital team to manage, monitor and prevent or react to any technical issues your website may encounter.
As a fully integrated agency, we build sites that talk the talk and walk the walk – from design to optimisation. If you’re looking to take your website to the next level, drop us a line today – we’d love to have a chat.
What qualities should an app design company have? For every client, the response is different. It takes dedication, time, and talent to turn your concept into reality. Take into account the following advice to locate the ideal match for your objectives:
A reputable mobile app development company should have an extensive and detailed portfolio that showcases their expertise. You can evaluate a company’s design objectives and execution by looking at its previous projects. You can tell if they are compatible with the goals of your project by carefully analysing their portfolio.
For any reputable app design company, effective communication techniques are crucial. They should be able to offer insightful commentary and feedback while you should be able to communicate your needs and expectations effectively. A successful partnership requires a relaxed atmosphere and frank communication. Without good communication, the enterprise can face serious difficulties.
References from Clients
In addition to a portfolio, references from clients can shed light on an agency’s work ethics and prior experiences. Examine their former clientele and gauge how satisfied they were with them. This study will help us comprehend the agency’s dependability and expertise.
Identify the goals that you want your app to achieve. While some companies offer a more thorough strategy that encompasses the full development process, others offer aesthetics and visual design as their primary areas of expertise. Select a company that shares your requirements and vision.
Define your expectations and the needs of the project in a clear brief. Even if a firm has experience working with difficult design briefs, your project may have special requirements. Make sure the organisation has the resources, expertise, and knowledge to meet your unique requirements.
Think about the agency’s project management methodology. While some companies may use freelance designers or divide up jobs among their team, others may offer a more personalised service with a single point of contact. Select a company whose procedures fit your criteria.
While selecting the ideal app design company may seem difficult, it is essential for the success of your project. To find the perfect fit, do extensive study and thoroughly consider your options.
It is impossible to exaggerate the value of expert site design. Visitors to websites today make an impression about them in under a second, and 38% of them will quit if they don’t find the page visually appealing. If you try to build your website on your own, it can turn up poorly and fail to hold your audience’s transitory attention. For this reason, hiring a web design expert has become crucial for business owners. Let’s look at the benefits of employing a web design company as a top priority.
Construct a Professional and Customised Website
A professional web design firm can construct a website that is especially suited to your company and its particular needs because they have years of experience in the field. While there’s a chance that your marketing staff has some web development experience, it’s doubtful that they have the same level of experience and industry knowledge as a dedicated web design specialist. A well-designed website is an essential marketing tool that supports your sales and marketing objectives throughout time.
Improve Marketing and SEO
A web design company is knowledgeable about how to build a website that not only complies with design standards but also performs exceptionally well in SEO. Your website can gain more customers and outperform rivals on different search engines, including Google, by improving search engine rankings. A web design agency can help you achieve your goals if you want to create leads from several nations or target various languages. For foreign companies looking to compete on a global basis, this is especially important.
Improve Website Loading Speed
According to research, 47% of visitors will abandon a page that takes longer than two seconds to load. Customers increasingly expect rapid results in the fast-paced digital environment. A skilled site designer is essential in this situation. Even if your website has many features and high-resolution photos, they can make sure it stays lightweight and quick. Amateur or inexperienced developers lack the knowledge necessary to successfully optimise loading speed.
Numerous web design firms offer continuous monthly maintenance and assistance, sparing you the trouble of managing website downtime and the potential loss of clients or sales. These services also maintain your website current with the newest design fads and SEO guidelines that search engines like Google are always implementing.
In conclusion, consulting a web design expert is essential to the achievement of your website. They are equipped with the knowledge and expertise required to develop a highly functional and aesthetically pleasing website that supports your company’s goals. Contact us right away if you’re looking for a web design company in the UK. We are excited to make your ideas a reality and support the growth of your company in the digital sphere.
Bristol based Customer Journey Marketing agency Flourish continues to attract senior talent from established businesses as they grow their leadership team.
Watkins brings a wealth of experience to Flourish, as the award-winning independent agency continues to invest in the growth of the business. Having previously worked at customer experience agency Havas CX helia, Watkins was part of the agency’s flagship Lloyds Banking Group account. In his new role at Flourish, Watkins will be responsible for overseeing some of the agency’s largest client accounts. His expertise will be instrumental in delivering exceptional service and top-quality campaigns to help clients achieve their goals during a period of potentially tough market conditions.
Managing Director Ian Reeves said: “Dan’s depth of experience gives clients the confidence to approach their challenges differently. The result is effective technology-led solutions based on genuine insight and blended with traditional direct marketing techniques. His understanding of the commercial aspects of a client’s business together with his strategic approach is an exciting prospect and is a key part of Flourish’s continued growth.”
Watkins is a Marketing Client Services professional with 12+ years agency experience, working with globally recognised brands. In his own words, Dan said: “I love to motivate teams and have a proven track record in establishing, maintaining and growing key accounts, through a passion and commitment to deliver quality work and unquestionable value-for-money to my clients.”
The addition of Watkins to the Flourish leadership team follows a series of senior hires designed to bolster the expertise that the agency is able to provide. Watkins’ will further enhance Flourish’s customer journey capabilities working alongside the agency’s new dedicated CRO team.
Flourish’s recent appointments have included Nate Taylor as Commercial Director and leader of Flourish’s Dubai office, and Rob Manley as Technical Director – both coming from client-side backgrounds working within big brands such as Ministry of Sound, EMI, Clarks and Screwfix.
If you’d like to find out more about Flourish Customer Journey Marketing, or would like to meet the team please get in touch with [email protected].
The programme is aimed at Bristol-based young people aged 18-24 from an ethnic minority and/or from a low-income background who want to gain insight and experience in the creative industry.
The scheme sees many of the city’s most well-known creative companies offering six-month full time paid placements to applicants in roles covering advertising, marketing, design, animation and digital.
Watch the videos below for some insights from three of the agencies about why they are involved in the programme and the need to improve diversity in the creative industries.
Paula Newport, Aardman Animations
See Aardman Animations’ Bristol Creative Industries profile here.
Nina Edmonds, Halo
See Halo’s Bristol Creative Industries profile here.
Shani Hawthorne Williams, Newicon
See Newicon’s Bristol Creative Industries profile here.
Bristol-based digital marketing agency Noble Performs, has announced the return of its ‘Noble Deeds’ programme for South West charities and not-for-profits.
Launched in the city last year to mark the 10-year anniversary of its US predecessor run out of the company’s HQ in Nevada, once again the Noble Deeds initiative will provide one local charity with a package of digital performance marketing support.
With the prize fund increasing each year in line with Noble Performs’ own growth, this year the package of support will stand at £18,000, an increase of over 30% on last year’s inaugural programme.
Open to all Bristol and Bath based registered charities and not-for-profits who wish to enter themselves as potential recipients, the support package up for grabs includes upskilling of the existing marketing team ensuring a long-lasting impact for the winning organisation.
The first charity helped by Noble Deeds in 2022 was Heart of BS13, a south Bristol social enterprise which supports and promotes a healthy, thriving community for Hartcliffe and its surrounds.
Working in partnership with the Noble team, Georgina Perry, chief executive of Heart of BS13, speaks about the impact the Deeds programme has had on helping the social enterprise and its initiatives thrive.
“We have so many great streams to our work which generate valuable revenue, from event space to bouquets and wedding packages from our sustainable flower farm, to frozen ready meals to support our community freezer. It was just hard to know where to start when it came to getting the word out and invariably these days that means doing it online and via social media. There is always so much to do and time is limited across a small team, so having the Noble guys come in and work with us to focus in on where our efforts could be best spent has made a real step change.
“We’re reaching people we never would have before through our website and understand how our social media and online presence can be optimised to achieve this. Our comms manager and I have both massively benefitted from this newfound knowledge and learning these skills. It’s given us a real confidence boost and is already helping us in other areas of the business. The Noble team were great fun to work with too!”
Helping clients such as Adobe, Rolls Royce, Yosemite and Kerv with their international digital presence, Noble’s Nevada Deeds programme now donates over $200,000 to charitable causes each year. The Noble Bristol team hopes to replicate this as its UK footprint grows, helping more charities and not for profits in the local community each year.
Noble’s UK managing director, Kate Sikora, explains; “Bristol has welcomed us with open arms since we opened our first UK office here in 2018, it’s such a vibrant, collaborative environment to live and work in. We’ve always felt a real sense of community here which really gelled with the ‘Be Better Every day’ mantra Noble Nevada was built on. Another thing we wanted to bring across the pond was of course the Noble Deeds programme, after launching last year it’s really exciting to be bringing it back for 2023. Not to mention being able to increase the amount of support on offer.
“So many charities and not for profits are struggling with the rising cost of living so sadly still need help to keep going and doing the vital work they do. Working with Heart of BS13 our Deeds winners last year was a stark reminder of this, but with such a driven, hard-working group of people at the core we’re confident they’ll continue to do amazing things. We’ve loved working with them, being able to get out and about and work with grassroots local community organisations is enriching in so many ways for our team, while making a difference at the same time.”
To enter, registered charities or not-for-profits must be Bristol or Bath based and complete a simple application form, which will be live on the Noble Performs website from May 18th to May 31st. The entries will be judged by a panel made up of an internal committee of the UK Noble team, with the winner selected by mid-July.
The Bristol-based charity that wins a place on the programme will secure a package of digital marketing support and skills training tailored to suit its specific needs, however this could include; SEO, PPC, Analytics and Paid Social. The package of support is anticipated to run from September 2023 to February 2024.
Widely considered the most effective marketing medium, videos bring life to the brands that were once dependent on static and print. And whilst it has been hugely popular for the best part of a century, it has only grown more prevalent in recent years with the widespread uptake in smartphone and social media usage. For marketers, educators, and storytellers alike, video helps to engage with audiences in a far more immersive and memorable way. It can be formatted and stylised to specific guidelines, and most importantly, can simplify complicated messages comprehensively.
It’s really engaging. Potentially the most attention-grabbing medium available, video is excellent for capturing and retaining audience attention. Viewers recall 95% of a message when delivered in video format, compared to 10% when reading it in text. (Insivia)
Everyone shares videos. Users share pieces of content across social media that they personally resonate with. Video is shared 1200% more than text and images combined. (G2)
Video can be used to inform people about product and services in greater detail. According to Wyzowl, 96% of people have watched an explainer video to learn more about a product or service.
Video talks to important, high priority customers. According to a recent Forbes report, 59% of executives would rather watch a video than read text.
Mobile video consumption is exponentially on the up. Insivia claims video consumption is set to increase by 100% annually across all mobile devices.
Video drives meaningful action. Marketers who implement video into their strategy grow revenue 49% faster than those who don’t. (Skylark Media)
Video marketing increases brand awareness by 54% – a testament to its ability to capture the attention and memory of consumers. (Oberlo)
(Nearly) everybody shares videos from their mobile, with 92% of mobile consumers sending on engaging content to others. (Invodo)
Video is crucial to your SEO strategy. Pages featuring video are 50 times more likely to drive organic web traffic than plain text and are pivotal in converting customers once they land. (Omnicore Agency)
Social media has gone video-first. On average, social media posts with video have 48% more organic views than those without. Free exposure. (Sprout Social)
Short-form video is key. Grabbing viewers’ attention in the first few seconds helps to guarantee video completions, and while this fluctuates depending on placement, videos up to 2 minutes long tend to attain the highest amount of user engagement. (Wistia)
Video is becoming increasingly popular across all consumers, but the largest uptake in online video consumption is seen among the 46+ year olds. (InVideo)
Marketers should design for sound off, and delight for sound on. With 92% of consumers watching videos with sound off and 50% using closed captions, it is crucial to communicate your important messaging without relying on audio. (Verizon)
Video can be used to suit a wide range of different formats and styles, from short-form social media content to long-form documentaries, making it a highly versatile medium that can be tailored to specific brand objectives. But with video being so widely consumed, we’ve grown to become connoisseurs of the moving image. Consumers have no time for slow starts, are becoming easily distracted, and can sniff out branded content a mile off. This shift in behaviour directly factors into the way that leading brands now develop their video content and should also factor into how you develop your own.
We’ve delivered short and long form video for high calibre clients across a variety of global markets. If you’re looking to leverage great video content for your brand, drop us a line today and let’s talk. No strings.
Discover how Something Familiar prioritises mental wellbeing in the workplace during Mental Health Awareness Week. From exciting activities like cold-water swimming and rock climbing to encouraging open conversations, they share their journey towards building a supportive and mentally healthy team.
How are you feeling? Really.
Wellbeing, and particularly mental wellbeing is something that’s come into focus since the pandemic. With people being much more aware of it, supported by things like Mental Health Awareness Week (this year May 15th to 21st), there are now far more conversations and articles about it than ever before. And most positively, there are lots of businesses putting energy into it.
We’re one of those businesses, and perhaps because Something Familiar was formed just before the pandemic, the wellbeing of everyone here has always been something we’ve tracked and worked on. It’s an ongoing focus for us, and we’ve consciously put lots of activities and measures into place to ensure that we can all maintain a healthy mental outlook.
In our previous post, Kris briefly talked about his interest in mental health, and his positive experience doing a mental health first aid course. In this post, we’ll take a look at some of the things we’ve been doing to help maintain our team’s mental wellbeing in the potentially stressful agency environment.
We’re fortunate in that the ‘young’ agency environment has always been a fairly relaxed one. So things that other businesses are introducing to help employees feel better about being in the office, are ideas that we’ve always embraced. Who hasn’t been in agency with a dog or three wandering about (ours is a Romanian rescue dog called Moon)? Been buzzed by someone on a skateboard? Or nodded along to the agency’s playlist?
More exciting than you think!
As great as those things are though, we’ve reached the stage where the approach needs to be considered and evaluated. Which admittedly, doesn’t sound like the most exciting thing in the world. But although it does demand initial focus, the benefits, the activities and the rewards of it all are certainly worth it.
We’re going to talk about some of the things we do, and how they all feed into the wellbeing of all of us here.
But before we do this, we’re sharing in case what we do inspires you to try similar things. This isn’t to highlight how amazing we are, but to show how fairly simple things work really well for us. The idea is just to start having conversations about mental wellbeing and help to ‘normalise’ it in the workplace.
So what do we actually do?
There are two main strands to our approach. The first is the activities we do (often, but not always together), where the wellbeing element is below the surface. It’s all about bonding, or challenging ourselves and just having/sharing experiences.
So we have cold-water swimming, rock climbing and a running club, but we also have a trip each year (Bruges last year), plenty of casual socials, training and in the summer months we have shorter working hours so everyone has more time to do these kinds of things.
The whole team is encouraged to get out of its comfort zone so none of us feels in a rut. If someone loves hitting the half pipe on their BMX, or risking their vitals with Taekwondo, then we don’t want to get in their way. Literally or metaphorically. Why? Because that’s what makes them feel good.
Talking it out
The second strand is more formal (but not entirely, as you’ll see), but it wouldn’t work without the looser activities above. By ‘formal’, we simply mean that we’re addressing mental wellbeing directly. Everything here relies on people being comfortable enough to truthfully talk about how they’re feeling, and to open up to others. And that’s exactly why the activities we do are important – they build those bonds of friendship and trust that open the doors to the kind of conversations which could make somebody feel vulnerable in front of others.
These take many forms, and have evolved over the time we’ve been working on this. For example, for a long time we’d been having a beer of the month – just a simple sit-down beer once a month to talk about the projects we’d been working on. It then became more focused, with ‘thank yous’, encouraging the team to talk about people who’d made the work possible. It then evolved further to include feedback and to actively reflect on projects; the good, the bad and yes, the ugly too. It can be awkward of course, especially at first, but now everyone realises why we’re doing it.
We also make it a priority to ask people how they’re feeling, but with the aim of actually finding out! If someone asks, we need to answer truthfully, and out of 10! If someone’s feeling low, or angry, we want to know so we can leave them alone, make them a cup of tea, or give them whatever support they need.
This kind of thing doesn’t work unless people are willing to tell the truth, and we have a culture here in which everyone feels comfortable enough to do that. We all understand that it’s not prying, it’s looking out for each other. That’s actually one of the best things that can come out of this higher level of awareness: recognising the signs in others (and yourself) and not being afraid to flag them up.
There’s no denying, it can be a leap to go from saying ‘good morning’ to someone to asking them how they feel, how they really feel, and it can’t be done overnight. But it’s important that we’re all on that journey. For anyone looking to start the process, we created a Wellbeing Workshop for Miro which will give you a framework to talk about wellbeing, and help you to put a plan of action together with the rest of your team. It’s a good first step, and ignoring the fact that we created it, it’s a great starting point if you’re looking to develop your business’ wellbeing plan.
Another great source of info on wellbeing is mind.org.uk, which gave us a lot of insight when we were building the workshop.
…and keeping going
One thing to note is that the things we need to remain happily mindful change over time, so our support should continually evolve. What worked last year may not be as effective this year. We’re always looking to bring in new ideas to keep those conversations going, whether they are silly social events like a charity-shop tracksuit-a-thon (which we’re seriously considering, see below), to different ways to share the mental tools we’ve all developed, such as our workshop.
And that could be where you come in. We’ve mentioned getting out of our comfort zones, and we’re looking for something new this summer. We’ve shortlisted some ideas, and are committed to doing the one that gets the most votes. So just take a second to head to LinkedIn and click on the one you think we should be doing. Whichever one we end up doing, the experience will benefit us… even if it isn’t at the time! If you have an idea you think we should be considering, then please let us know and we’ll add it to the poll.
Personalization is the zenith of modern marketing, delivering us all better customer experiences, higher conversion rates and increased loyalty. Or is it?
It’s true that by leveraging data and technology, brands can create tailored experiences that make customers feel seen, heard and valued. However, as with any buzzword, there is a danger of overusing and misusing personalization, leading to consumer fatigue and even backlash.
This is why relevancy should be the primary focus of zero- and first-party data marketing, rather than generic personalization.
More than a name at the top of an email
Using personalization has been the most often pitched tactic at every customer relationship management (CRM) conference and pitch I’ve ever heard. But what do people mean by it? Is it personalized to repeat back to someone what they’ve already shared – even when no additional thought has been put into it? I’ve got loads of emails or letters addressed to ‘Mr.’ or saying things like ‘Hey R, don’t miss out on…’. My name is not even included, and, honestly, even if they had gotten it right, does a company I bought a hairbrush from two years ago need to be on a first-name basis with me?
To the average user, personalization has become synonymous with the ever-present third-party cookie, which feels like an invitation to follow me around the internet trying to sell me a sofa I idly glanced at on my lunch break. This blunt tool means people often respond negatively to the idea of personalized digital experiences. Being regularly encouraged to do something that one doesn’t want to do can be so jarring that it will stop people from letting a brand interact with them. This isn’t just part of my campaign to force a ‘reject all’ option on all cookie pop-ups. But seriously, stop making users untick 30 boxes.
Relevancy, on the other hand, is about ensuring a marketing message or experience is useful, valuable and meaningful to the consumer. It’s looking deeper into who customers really are – not just assessing a one-dimensional scrape of their data.
Relevancy is what is useful to the individual
Working in a world of data-led marketing is a privilege. People have given us their trust, but we have to earn the right to keep that trust and keep using that data.
Relevancy builds trust, loyalty and advocacy. When a brand shows that it understands the consumer’s context, intent and value proposition, it can create a positive emotional connection that goes beyond transactional relationships.
A great example to illustrate what I’m talking about here is film trailers. Film trailers shown in theaters sometimes only go as far as to suggest films in the same genre as the ones being shown in the theater at present. But maybe a film would interest a given consumer because of a specific actor – or maybe the consumer likes comedy more than big explosions. But trailers aren’t necessarily tailored to these nuances and preferences. A truly relevant film trailer would tell consumers why they should go see the movie, tell them what time it‘s on at the local theater and then give them an offer to use on the days they might regularly go.
My much wiser friend helped me understand this principle a few years ago by talking about the purchasing cycle of something like skin cream. A personalized journey would entail reacting to someone’s purchase by telling them all about what they’d bought, making recommendations based on what other people who bought that cream bought next and hitting them with friendly nudges to repurchase. It would probably be somewhat successful. But it’s not actually interested in who that customer is or why they bought the product. What if they were trying it for the first time? What if they bought it as a gift? That journey wouldn’t maximize or entice some of those consumers; in fact, it might put them off.
Even the consumers for whom such a campaign was mostly spot-on aren’t getting any sense of real relevance; people are much savvier now. They understand that a digital transaction of any kind has implications beyond the purchase. One of my favorite tweets of the last few years saw a user poking fun at Amazon for re-targeting them for something they surely don‘t need more of – like an air conditioning unit.
What does this mean in real terms? It means looking at more of the inputs a customer provides through their behavior. What are they browsing? What does their purchase history look like beyond the last action they took? When are they likely to purchase (either in a day or as a frequency)?
But – and here’s an option that‘s too often overlooked – a brand can ask its customers specific questions. And – get this – they will probably tell you. People love being excited about the things they like. And they want more of them. And they like being seen as experts.
It’d be lazy not to (if the right tech is on hand)
Advances in marketing technology mean it’s easier than ever before to apply these extra dimensions to a brand‘s communication approach. Tools like Braze make it easy to use data-driven, multi-channel insights to create messages that are relevant and timely, leading to higher levels of engagement and better customer experiences. With the ability to track customer behavior in real-time, across web, app, email and more, businesses can quickly identify trends and patterns that can be used to create personalized messaging.
Providing personalized experiences to customers has become essential for building brand loyalty and driving growth. However, many businesses struggle to deliver relevancy in their CRM efforts, which can lead to disengaged customers and lost revenue. Ultimately, customers won’t feel like their privacy is invaded if a brand is providing real value – and that happens through relevancy.
The article was first published on The Drum, 15 May 2023
Written by Rob Pellow, Executive Technical Director
Ocean Spray tasked us with creating a disruptive campaign that would boost brand relevance with a broader target audience. We wanted to stand out and try something different!
Our research showed that while the brand had high prompted awareness, it suffered from low purchase consideration. To change this, we decided to take a surprising and unexpected approach by creating a weird and wonderful attention-seeking campaign that breaks away from what people typically associate with Ocean Spray.
Our perspective was that we’re all a bit bored of social media beauty influencers pushing all kinds of products and routines on us. We felt that Ocean Spray buyers would certainly relate to this.
FOR GOODNESS SAKE, JUST DRINK IT!
Why bother with all that craziness when you can just drink Ocean Spray? That’s the message we’re sending out in a completely different way. We enlisted the skills of a brilliant actor to help create a series of influencer-style films that demonstrate to people that they don’t need all that nonsense to stay healthy. Just drink the juice!
We believe that the campaign connects with consumers on an emotional level by featuring a relatable character trying her best at being an influencer, tapping into the desire many people have to be a social media star.
To optimise our reach and engagement, we decided to push the creative on TikTok and Instagram where algorithms will help to amplify the campaign’s reach and make it more likely to be seen by a wider audience.
Overall, we think this campaign is a winner. It’s creative, interesting, and emotionally resonates with viewers. It’s not your normal ad, but that’s what makes it unique. So grab a glass of Ocean Spray and let’s get disruptive!
Credits Actor: Marina Bye
Director: Ben Mallaby
Production: Dan Hirons
Creative: Jon Knight / Charlotte Davidge / Steve Allsopp
Account Management: Katie Cutts
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