FIGARODIGITAL.CO.UK
UPFRONTS
SEMINAR SOUNDBITES
HOW EMAIL ADDS UP When an email
arrives in a smartphone inbox, users are shown the sender’s name (in 25 characters or less), the subject line (in 35 characters or less) and the pre-header (in 80 characters or less), explains Michael Cottrell at Silverpop. Do the maths and it’s clear that you have 140 characters to convince users that your email is worth opening on a mobile. Apply the principles of Twitter to email, advises Cottrell. Make it short, sharp and sharable.
GIFS THAT KEEP ON GIVING
2014 is the year of the
graphic interchange format. No, really. Twitter’s recent enabling of these handy little animated files has been embraced wholeheartedly by brands. GIFS allow you to create stand out, story-driven content, are inherently sharable and easy to create. (GIFS also have the advantage of displaying as static images in emails if the browser doesn’t support the format.) An excited Mountain Dew caught the mood on the day Twitter made the announcement in June this year. “FTW!” they Tweeted on #KingofGifs. “GIFS are now on Twitter!” And just in case there was any confusion about pronunciation, Mashable recently ran a video assuring us that it’s definitely a hard ‘g’.
BEING HUMAN With consumers
spending less time interacting with brands, humanising content has been one of 2014’s great issues, and it’s an approach that needs to extend right into your small print. One of
ALMOST 3 IN EVERY £10 SPENT ON ONLINE DISPLAY ADS IN 2013 WERE BOUGHT THROUGH
PROGRAMMATIC TECHNOLOGIES. SOURCE: IAB
11 issue 21 july 2014
the barriers to creating more human content are legal areas such as T&Cs. And a fast track to humanising that content is humour. We’re fond of this sparky approach to the email unsubscribe link from ecommerce firm Fab. ‘Perfectly happy wearing a dirty T-shirt? Opt out of fashion emails here.’ “It’s totally on message,” says Skip Fidura at dotMailer. “This is the email equivalent of saying “You’re dumping me? Hell no! We cannot be friends!”
DATA TODAY If you were to take all
the data created in 2013 and then save it onto a stack of tablets (individual capacity: 32 gigabytes; width: 0.29 inches) those devices would reach halfway to the Moon. By 2020, they’ll extend to the Moon and back six times. About 22 per cent of all data generated is currently worthy of analysis, Phil Worms at iomart told delegates at our
Multichannel Seminar in June. We actually analyse about five per cent.
FIGARO DIGITAL SEMINAR
PROGRAMME Want to get
involved? Figaro Digital’s weekly seminar sessions focus on mobile, social media, email, video, search, display and multichannel marketing. Speakers from some of the UK’s leading brands, digital agencies and technology providers present a mixture of case studies, in-depth insight, opinion and research.
FIND OUT MORE AT:
FIGARODIGITAL.CO.UK/ SEMINARS.ASPX.
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