FIGARODIGITAL.CO.UK
NEWS, VIEWS, STATS, OPINION
London. “We’re now in the age of experience.”
Trend Index 1
Five of the most talked about issues within the Figaro Digital community
You are your UX As brands seek to distinguish themselves online, it’s the digital experience that comes to define them. Disruptive services like Uber and Airbnb are the poster boys, but the idea applies across the board. “The experience is now the brand,” says Michael Plimsoll at Adobe. According to CEB, 94 per cent of customers who have a ‘low effort’ digital experience will buy from that same company again. “The age of advertising has come to an end,” says Chris Mellish at Black Book
(Don’t) Show Me the Money: Britain Cashless by 2020?
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Real-time gets real Our old friend relevance gets supercharged, with an added dash of instant
feedback. If you’re not marketing in real-time, says Az Ahmed at SmartFocus, you’re already out of date. SmartFocus highlight five questions marketers need to ask themselves in order to get real-time right. What event or trend might trigger a piece of content? Who is that content aimed at? What’s the best way to communicate the message? And what do you want the message to achieve?
Video in demand A picture may paint a thousand words but one
minute of video, according to Forrester, is worth 1.8 million words. They’ve done the maths to prove it too.
Recent research by Ipsos Mori for Lloyds Bank has found that a quarter of Britons believe that by the end of the decade brass in pocket will be a thing of the past. With organisations including
Increasingly the lingua franca of online content marketing, successful video caters to an audience rather than to consumers. It also needs to be inherently entertaining. (Why else would anyone share it?) And, as Kath Hipwell at Red Bee pointed out at our recent Video Seminar, it’s uniquely placed to expand a ‘story-world’: the multi- platform mix of events, characters, back-stories and setting that comprise our experience of a brand.
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Immersive design A grand-sounding term for a significant trend this year: rich, story-driven digital
experiences that command deeply focused engagement. The psychology of attention has been familiar to game- developers (as well as writers and filmmakers) for years. Now brands are
TfL now accepting contactless payment, the option is rapidly entering the mainstream. By 2020, the pollsters
suggest, mobile payment will be one of many options available.
seeking to create experiences which don’t just blur the line between digital channels, or between online and offline, but which, at their most ambitious, establish entire zones of multi-media participation. See: the Bloomberg Hub at London City Airport and Burberry, whose Regent Street store is designed to bring the brand’s digital experience to life.
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Navigating local search The rise in mobile ownership is
accompanied by a growth in local searches. Ranking relies on relevance and optimising your site for targeted search terms. Get users to leave reviews, increase your citations, get busy on the blog and commit to regular social media activity.
Gartner predicts that mobile payment adoption rates will catch on fast, estimating an annual volume and value increase that will
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