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Arts marketing, communication & design digest - June 2016

Facebook store visits

This month we look at how 'dark social' channels are dominating social sharing as well as the new Facebook features which help retailers to connect ads with store visits. We also explore the concept of micro-moments and the 'mobile customer journey', 7 SEO trends that have been prominent this year and, finally, we also look at the new Photoshop CC feature 'Content Aware Crop' from Adobe.

New Facebook features help retailers connect ads with store visits

This might come as a bit of a surprise to most of us but, according to an eMarketer study of October 2015, 90% of all retail sales are still taking place in physical shops, rather than online. It’s not surprising then that Facebook have come up with ways to try and close the gap between digital marketing and actual in-store sales. Three ways, in point of fact. They are:

  1. Store Locator: this is a map that can be placed in the mobile ad to show the consumer where the closest store for that ad is located. No more cutting and pasting into Google maps!
  2. Store Visits: this allows advertisers to correlate those who have viewed the Facebook campaign with those who actually visit the store.
  3. Offline Conversations API: this isn’t live as yet but it will allow advertisers to see just how effective their campaigns are working and also to track purchases and demographic insights.

You can check out the demo video for the feature here.

Read more:

Campaign Live

'Dark social' channels dominate UK mobile sharing activity

Are you aware that most of us make use of ‘dark social’ channels when viewing shared content on our mobiles? It’s nothing mysterious, it simply means that you are clicking on a pasted link. Everyone does it, in fact a study shows that over three-quarters of the content shared via mobile devices is achieved via these ‘dark social’ channels as opposed to a mere quarter via public social networks.

The study from RadiumOne shows that 84% of all sharing is taking place outside the public social networks, but eMarketers study shows that 90% of social and sharing marketing investment is going to the same place. Currently marketers spend on average 10% of their budgets on social media but they say the plan is to double this in the next five years, however 40% of CMOs report that the contribution from social media to business performance is below average.

Meanwhile the mobile side of things continue to grow, as reports are showing. 82% of mobile sharing taking place, 67% of engagement happens on mobile devices and 80% of Facebook’s total ad revenue for the last quarter was generated on mobile.

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Net Imperative

The importance of micro-moments: the mobile customer journey

By 2019 global mobile ad spend is set to double to $200 billion (just over £136 billion) and that will account for over 70% of the digital spend worldwide. The reason for this is simply due to the fact that we are no longer a nation of mobile device users, we are in point of fact mobile in ourselves. We make lifestyle decisions based on our mobile content and how we are feeling at that moment in time. Therefore, this content needs to address these feelings and be instantly accessible over all mobile platforms and channels.

Making decisions on-the-go and instantaneously fulfilling a desire or need is defined by Google as being micro-moments, namely:

  • I-want-to-know moments
  • I-want-to-go moments
  • I-want-to-do moments
  • I-want-to-buy moments

Using these micro-moments as a template, marketers are able to follow the consumer’s journey and understand their motivation from search through to purchase.

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Search Engine Land

7 e-commerce SEO trends we're seeing in 2016

The proof of a good e-commerce webmaster is to watch how quickly they take up the fast-moving changes in new technology, insights and best practices – and thereby stay ahead of the competition.

On Search Engine land, Jayson DeMers compiled a list of seven important SEO trends in the e-commerce industry webmasters should be paying attention to:

  1. Out-of-the-box SEO is better than ever
  2. Long-form content is crucial
  3. Sharability is key
  4. Video content is outperforming pretty much every other kind of content
  5. Mobile optimization is now absolutely critical
  6. Voice search and digital assistants are gaining popularity and usage
  7. Local results are becoming more prominent

Read more:

Search Engine Land

New Photoshop features: Adobe debuts Content Aware Crop for Photoshop CC

There had been no announcements from Adobe regarding future versions of Photoshop since the Creative Cloud update in the winter of 2015. In fact, when Adobe Vice President Mala Sharma discussed their plans for 2016, Photoshop was barely mentioned, save for a new UX design tool Adobe XD.

But now we have heard about the Content-Aware Crop for Photoshop – this fills in the blanks when you expand or rotate any image. We expect the results will be variable, just as with their Content-Aware Fill, and will depend on the image used with randomly textured areas such as sky and grass delivering the best results.

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Digital Arts Online

Consider This rebrands the British Ballet Organization

Consider This partnered with the British Ballet Organization in their recent project to modernise their brand and take it to the next level. The brief was to modernise the brand while still maintaining its traditional values and heritage, and so for this project we worked on new designs for their brand, sub brands, merchandise and company website. We also focussed on their brand positioning and helped integrate an effective marketing strategy. Their CRM, membership, syllabus and examination management tool was a very important, complex and challenging exercise for both us and bbodance and we are all delighted with the finished product.

Read more:

bbodance Rebrand

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