Four Contemporary Brands With Ingenious Micro-Copy

Posted by Abi Davies 30 Jan 17

product description In the ecommerce marketing realm, micro-copy is sacred.

We’re talking about any short bits of copy found on a brand's website that help online shoppers:

  • Find their way around, e.g. “scroll left to see the full look”
  • Follow instructions, e.g. “write your address here” or “do you have caps lock on?”
  • Get more of a feel for your brand's personality, e.g. “say hi!” (vs a more formal “contact us”)

Some of the most obvious places your brand will need effective micro-copy include: headlines, sub headings, calls-to-action (CTAs), pop-ups, product descriptions, navigation bars ... the list goes on.

But how do you go about creating it? 

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Topics: Ecommerce branding, Ecommerce content marketing, product description writing, best product descriptions, Product descriptions

4 clever cross-channel tactics to boost your festive campaigns

Posted by Abi Davies 8 Nov 16

Haddon Sundblom Christmas AdEver since artist Haddon Sundblom created the (now legendary) Father Christmas ads for Coca Cola during the early twentieth century, Christmas has been recognised as a huge commercial opportunity within the retail world and beyond.

Fast-forward almost a century and Christmas has become a time of year that's noisier than ever - and not just around the dinner table following a few too many sherries.

With retail giants spending an increasing amount of money on powerful TV adverts and impressive billboards, how can smaller brands cut through the competition and make their mark?

Using data.

For this blog post, we've looked at four ways retailers - big and small - can join up the different channels at their disposal to target customers in a personalised, relevant way this Christmas.

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Topics: Ecommerce personalisation, Ecommerce marketing strategy, Ecommerce branding, Christmas marketing

Halloween 2016: A Roundup of Scarily Good Marketing From Online Retailers

Posted by Abi Davies 1 Nov 16

Halloween marketing ideas Halloween. The only time of year when it’s possible to wear a zombie outfit to Waitrose (without raising too many eyebrows). To eat pumpkin pie and ghost shaped cookies whilst watching Hocus Pocus on repeat. To finally be able to fly a broomstick around your kitchen, pretending you’re the seeker for Gryffindor - about to catch the golden snitch!

...anyway.

It’s also a time of year when it’s acceptable - in fact, positively encouraged - for all you marketers to take a trip to the dark side and release your inner Tim Burton with ghostly gifs, spooky Snapchats and eerie emails.

So, which brands rose to the challenge and managed to conjure up some magical marketing campaigns in 2016? We spent October 31st haunting email accounts, social media and ecommerce sites to find out.

Thirsty to hear more? Read on…

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Topics: Ecommerce marketing resources, Ecommerce social media, Ecommerce branding, Snapchat, Halloween marketing ideas, Halloween newsletter templates

6 Examples of Mind-Blowing Customer Service From Online Retailers

Posted by Abi Davies 11 Oct 16

From Instagram likes to Bumble matches, society today has become accustomed to temporary highs and quick fixes.

With technology powered endorsements at our fingertips, it’s easy to forget that, if you really want someone’s affection, you have to actually earn it.

Retail customer service

The same principle can be applied to customer relationships. 

To really thrive in ecommerce today, you need to show customers you genuinely care.

We’re under no illusion that going the extra mile is a pioneering concept - six years ago American Express revealed that seven in ten Americans were willing to spend an average of 13 per cent more with companies they believed offered excellent customer service. 

We are, however, worried it is a concept in danger of becoming extinct and replaced by cheap thrills.

Here are six examples of brands keeping this age-old practice alive through awesome customer service - starting with small, simple gestures and working our way up to bigger, more innovative initiatives. 

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Topics: Ecommerce branding, Ecommerce marketing tips, Retail customer service, Customer service best practice

What does Snapchat offer ecommerce marketers?

Posted by Abi Davies 6 Oct 16

The_Live_Lookbook___Misha_Nonoo_Fall_2016_On_Snapchat.pngFounded by Evan Spiegel (who, by the way, was born in the 90s👶) in 2011, Snapchat was once the reserve of selfie loving teenagers and party-animal students. Fast-forward five years and this is simply no longer the case - the brand reaches 41% of all 18 to 34 year-olds in America on any given day.

Snapchat’s relationship with ecommerce has developed from a commitment-free fling to a full-blown marriage over the past couple of years. From the Snapcash payment feature launched in 2014 to February's annoucement that the company is "developing its own ecommerce platform", it's a relationship that's constantly in flux.

For this post, we're going to focus on how Snapchat can help ecommerce marketers promote their brand - starting with the basics and then moving towards more advanced and payed for features.

We'll cover:

  • Why your Snapchat name is so important
  • How to tell your brand's story via the app's free Stories feature
  • Snap Ads
  • Sponsored Lenses
  • Sponsored Geofilters 

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Topics: Ecommerce technology, Ecommerce news, Ecommerce branding, Snapchat, cross-channel marketing

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