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Mixing Digital: Events and News Round-up

With many marketers predicting the death of the cookie within the next 12 months, will we see the rise of people based-marketing budgets become stronger? UK supermarket chain Asda has launched a food waste matchmaking app, letting suppliers buy and sell food that would otherwise be dumped, and now kids have their own social network with Lego’s newly launched Lego Life.

We have some great Ecommerce Club events taking place over the next few weeks, so register today to book a place for yourself and colleagues to attend.

Ecommerce Club Workshop: Marketing Playbook

Date: Tuesday February 21^st

Time: 6pm till 8.30pm

The Ecommerce Club would like to invite you to a workshop and networking session on the topic of how to use a lean innovation approach to identify and shortlist optimal marketing approaches for our live case study partner, outerwear fashion label, Charlotte Zimbehl. The outcome of this workshop is expected to be a series of different marketing approaches using different channels, across three budget sizes with the top 9 approaches identified by the teams taking part. We’ll explore what business efficiencies this brings and what the benefits could be for the customers. We have invited Susie Goldring, Innovation Consultant at Little Ghost, to moderate this workshop for retailer and ecommerce brand marketers or strategists please register here

Ecommerce Club London Lunch: Creating a consistent brand on & offline

Date: Thursday 23rd February

Time: 12:30pm to 3:00pm.

This club event is focused on the hurdles of presenting a consistent approach to your customer, whether you are a large high street retailer or a small boutique business. We have invited our partner Lightspeed and two SMB retailers, Papillon and Charlotte Zimbehl, to Hoxton Hotel Shoreditch to discuss how they strive to achieve brand consistency and true omnichannel presence. Retailers please register here

The Ecommerce Club Lunch: New Trends in Search Marketing, Successes & Failures

Date: Tuesday 28^th May

Time: 12:30pm to 3:00pm.

Taking place at Malmaison, Farringdon, you will hear from Andy Headington, CEO of ADIDO our new Ecommerce Club partner who will talk about near coming marketing trends, recent updates that you might have missed (and have to know about) as well as new ideas to help increase ROI. We will also share some of our clients best successes and failures. Special guest speaker, action sports and lifestyle brand ANIMAL, will present a case study of how they have implemented their search marketing strategy and give other retail marketers some hot tips! Please register here

We look forward to seeing you soon and roses are our favourites!

Charlie

Director & Founder

Mixing Digital & Ecommerce Club

Unilever invests in augmented reality treasure hunt game – Snatch

Unilever Ventures has invested in an augmented reality treasure hunt game Snatch, a game nicknamed “Pokémon Go for brands”.

Unilever Ventures has invested in an augmented reality treasure hunt game Snatch, a game nicknamed “Pokémon Go for brands”. Snatch is a new mobile-gaming experience that puts players into a virtual treasure hunt where they grab and steal parcels – to win real prizes. The Unilever investment is a rare step for Unilever Ventures as it constitutes seed funding for pre-series A companies.

Read more at the Ecommerce Club

Next to build digital image factory to boost customer experience

Clothing retailer Next is building a digital ‘Image Factory’ to make it quicker and more efficient to manage its growing volume of digital assets for use on its website and in marketing campaigns. This is intended to bring its products to life on its ecommerce website (next.co.uk) and the Next Directory more efficiently, and to create a more immersive experience for customers.

Read more at the Ecommerce Club

Snapchat and Instagram growing fast in UK

Snapchat’s UK user base experienced explosive growth of 89.8 per cent in 2016, to 11.2 million users, according to eMarketer’s latest mobile usage forecast.

Snapchat’s UK user base experienced explosive growth of 89.8 per cent in 2016, to 11.2 million users, according to eMarketer’s latest mobile usage forecast. Strong growth will continue, and this year, snapchat will be used by 13.6 million people, representing 31.8 per cent of all UK smartphone users.

Read more at the Ecommerce Club

Omnichannel personalisation gets an AI boost with LoopMe and adsquare

Mobile video platform LoopMe is now integrated with adsquare, a mobile data exchange, combining AI and location data for mobile video marketing .

Mobile video platform LoopMe is now integrated with adsquare, a mobile data exchange, combining AI and location data for mobile video marketing . The integration will also allow LoopMe clients the ability to coordinate their DOOH and mobile video campaigns for measurable ROI. One application of the integration is that LoopMe’s clients can use mobile video advertising to complement their DOOH campaigns, allowing them to retarget all users exposed to the DOOH ad, creating a personalised advertising experience across multiple digital touchpoints.

Read more at the Ecommerce Club

US tech firms file legal brief against Trump immigration ban

Following on from Donald Trump’s immigration ban 97 companies have filed a legal brief opposing the ban in the Ninth Circuit Court of Appeals.

Following on from Donald Trump’s immigration ban 97 companies have filed a legal brief opposing the ban in the Ninth Circuit Court of Appeals. The amicus curiae, which literally means ‘friend of the court’, the brief shows support for the state of Washington et al, in their legal battle with Trump over the immigration ban. The brief includes the support of tech giants like Apple, Facebook, Google, and Microsoft, alongside many others from various sections of the tech industry.

Read more at Mobile Marketing Magazine

Gaps in coding skills making business less agile

Over half (54 per cent) of marketers believe that the gap in coding knowledge between the marketing and development team makes their company significantly less agile, according to new research.

Over half (54 per cent) of marketers believe that the gap in coding knowledge between the marketing and development team makes their company significantly less agile, according to new research. The study, from Mailjet provides new insights into the relationship between UK marketers and their developers. Increasingly sophisticated digital campaigns are created in HTML, which leaves non-technical marketers dependant on their developer team for any changes.

Read more at the Ecommerce Club

Brands capitalize on live video steaming on Snapchat & Instagram Super Bowl LI

Last week saw the biggest sporting event in the US take place in Houston Texas, the Superbowl 2017 winners were the New England Patriots who beat rival the Atlanta Falcons.

Last week saw the biggest sporting event in the US take place in Houston Texas, the Superbowl 2017 winners were the New England Patriots who beat rival the Atlanta Falcons. As with all big events in the US the build-up is just as important as the game as millions of fans tune in to the Superbowl, LI brands want to be involved and with a $5million tag on a 30 second TV ad last year brands were looking to digital and particularly live ads on platforms like Snapchat and Instagram as a way to connect with consumers.

Read more at The Drum

Facebook TV to Rival Apple TV

At the moment, Facebook is creating a TV application for set-top-boxes which will work like Apple TV to provide quality licenced shows by the company.

At the moment, Facebook is creating a TV application for set-top-boxes which will work like Apple TV to provide quality licenced shows by the company. A report from The Wall Street Journal suggests that Facebook is currently trying to make deals with major studios to produce content for the yet-to-be named app.

Read more at Netimperative

Lego debuts Lego Life for kids

Lego has launched a new social network specifically 5 to 13 year olds, a mobile app inviting children to join creative challenges in a safe online environment.

Lego has launched a new social network specifically 5 to 13 year olds, a mobile app inviting children to join creative challenges in a safe online environment. Now that Disney is closing Club Penguin this could presage a new way to communicate with the youngest members of society. While Club Penguin is to be replaced by Club Penguin Island, it will only be available via mobile. Of course, many parents are concerned about their children’s activity online, especially when they’re young.

Read more at the Ecommerce Club

UK consumers wouldn’t care if 94 per cent of brands disappeared

According to a new report from Havas Media, consumers would not care if 74 per cent of brands disappeared, with that figure rising to 94 per cent in UK. For the first time this year, the Havas ‘Meaningful Brands’ study looked at the role of content and whether it has value or not. This is in response to the growing importance of content and the customer experience, and as media agencies try to figure out their role in this changing landscape. Yet the report found that around 60 per cent of the content created by the world’s leading 1,500 brands is “just clutter” that has little impact on consumers’ lives or business results. The study, which questioned 375,000 people across 33 countries, found that 84 per cent expect brands to produce content. This can range from digital content such as podcasts or a web series to experiential events. Yet 60 per cent said the content brands currently create is “poor, irrelevant or fails to deliver”.

Read more at the Ecommerce Club

Verifone partners with Beaverbrooks to introduce Alipay to the UK

British jeweller Beaverbrooks has become of the first retailers in the UK to offer the Alipay payment service.

British jeweller Beaverbrooks has become of the first retailers in the UK to offer the Alipay payment service. With the Verifone e355 mPOS solution, retailers will be able to accept Alipay anywhere in the store and implement marketing campaigns targeting Chinese consumers who use the Alipay app. Together, Verifone and Alipay will help retailers increase foot-traffic and enhance the shopping experience for millions of Chinese tourists.

Read more at the Ecommerce Club

Predicting the death of the cookie

Many marketers are convinced that cookie based advertising will be wiped out in the next year as people based-marketing budgets become stronger.

Many marketers are convinced that cookie based advertising will be wiped out in the next year as people based-marketing budgets become stronger. The Power of the People report published by Time Inc’s ad tech company Viant said that 83% of marketers say people-based campaigns perform better. Unlike cookies, people-based campaigns target real people linked across multiple devices using registered user data which lets marketers reach individuals cross channel and track offline sales. When asked why they felt people-based campaigns performed better, marketers pointed to improved targeting (58%) and the fact they could reach real people (40%).

Read more at Campaign