We round up the best comments and tips from our live Q&A on how new marketing tools can help to export your brand
- Read the live Q&A in full
Isabelle Ugochukwu, founder and creative director, Isabella QueenContinue reading...
Digital tools mean exporting your brand is easier than ever. Graze, Made.com and Wetsuit Outlet explain how they fared
Visit Jerusalem and you’ll find Topshop and Clarks stores. When in Dubai, you can stop by Fortnum & Mason and fill up on a picnic hamper or fine tea. Head to New York and you’ll see customers queuing at Penn Station’s Pret a Manger. Across many corners of the world, British businesses are making a mark on local markets.
Today, helped by the internet, many British companies are global players. One in 10 (10.8%) UK companies export, according to the most recent figures from the ONS. Exclude financial companies and this increases to 15.3%.
Understanding the risks, and testing the market to overcome them, is key to ensuring you land on your feet.Continue reading...
Join our live discussion at 1pm (BST) on Tuesday 5 July to discuss how businesses can utilise digital marketing and shopping systems to grow exports and expand internationally. Post your comments below
Digital channels have enabled many small and medium-sized enterprises (SMEs) to expand internationally with far lower overheads than ever previously possible. The rise of e-commerce and m-commerce, cheaper international delivery, streamlined digital stores and increasingly mature platforms are eroding the financial barriers between businesses and international consumers.
But with technologies and competitors evolving rapidly, and with significant risks still involved, things are far from easy or certain.Continue reading...
Many digitally born businesses are taking the plunge into physical retail as they tap into the rise of the experience economy
American eyeglass retailer Warby Parker’s foray into bricks-and-mortar retail began in one of its co-founders’ apartments.
Warby Parker launched in 2010 as an e-commerce business enabling customers to order a range of affordable glasses to try at home before sending the unsuitable ones back. After a surge in demand, customers started asking Warby Parker if they could buy the spectacles in person.
Related: From digital to print: the publishers bucking the online-only trendContinue reading...
M-commerce, or mobile purchasing, is growing fast, thanks to more confidence over security and greater simplicity
Buying stuff from mobile phones has been talked about since Coca-Cola and Nokia first installed vending machines in Finland in 1997 that accepted payment via text message, or SMS as it was then. It’s been a long and tortuous road since but, according to recent Nielsen figures, mobile technology (including tablets) is now fully embedded into the modern shoppers’ psyche.
Certainly millennials or Generation Y (the generation born in the 80s and 90s), who Rebecca Huntley says, in her book The World According to Y, see technology as “their natural ally, a necessity rather than a luxury”, have been largely responsible. This generation has been the principal target for mobile retail strategies, which makes sense. Why target the mixed bag of dabbling Generation Xers, who still talk about the days before the internet, when you can target the group that doesn’t feel stupid talking to a smartphone?
The trade-off between ease of use and traditional card security is lessening, particularly with biometrics.Continue reading...
From search to social and out-of-home advertising, our panel of experts reveal how they invest their marketing spend
With a plethora of tools available in the digital marketing toolkit, it can be a minefield deciding where to invest scarce resources. Our panel of experts agree that a combination of techniques is critical – alongside ongoing analysis and a careful eye on measurement.
Andy Lockley, digital marketing manager, CloggsContinue reading...
In the rush to embrace the latest platforms, the communications industry creates unnatural campaigns stuffed with pointless new technologies
Frederick Horniman was a Victorian tea trader and avid collector of art and artefacts, objects and specimens from across the world. In 1901 he donated his collection, and the museum that housed it, to London County Council “for the instruction and enjoyment” of Londoners, on condition entry should always be free.
At the Horniman Museum in Forest Hill you’ll find totem poles and textiles, pan pipes and puppets, death masks and a dodo model. There are cabinets of curiosities, dioramas of startled and stuffed wildlife. You can see the remains of a 19th century male mermaid, a merman, which is actually a composite of fish, bird and papier-mache. The Horniman is truly a place of wonder, a place where science, art and the imagination walk hand in hand.
Related: 'We must do all we can to value and protect our creative output'Continue reading...
Apps such as Facebook Messenger are moving away from simple texting. Get it right, and there are huge opportunities for marketers
By 2018 there will be 1.1 billion new users on mobile messaging platforms such as Facebook Messenger and Snapchat, according to new data from Activate. That means there will be 3.6 billion users in this category, 400 million shy of the total number of internet users predicted by the same year. Mobile messaging is a fast-evolving category that mystifies brands for a few reasons, but it is also one that has huge potential.
Related: Social media marketing – let's rethink community managementContinue reading...
Ian Dodson, founder and president of the Digital Marketing Institute, talks about the skills gap, data privacy and the importance of specialising
It was established in 2008 to provide digital marketing education and bridge the growing digital skills gap. It was born of necessity when we were finding it extremely difficult to source staff with the skills needed to work in our digital agency.Continue reading...
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