Posts categorized ‘Marketing’
An online magazine has to be at once constant and always changing.
Sounds simple, right?
A digital magazine must offer a consistent brand experience across all channels over which it is viewed, but it also must adapt to different formats and devices in order for that brand experience to reach its max potential. In this way, the online magazine must be adaptable in order to remain completely accessible. A chameleon of sorts, a good online magazine changes for its environment. One minute it’s in desktop format, the next it’s on mobile, and the next it’s integrated with Facebook on a tablet. The result? More engagement time, more content viewed per visit and increased repeat readership.
Three things to consider for complete accessibility:
1. Accessible on all devices
Today’s consumers are connected at various touch points. The same person might flip through several pages on one device and pick up where they left off on another. It’s important that there is no drop off in the magazine experience between devices. Tablet users are more likely to read more pages and in general have a longer visit, but mobile users will still be a part of the puzzle and hopefully will expand to other devices if their mobile experience is enjoyable.
Developing an app for an online magazine also can be an effective way to customize the experience, offer offline functionality so that consumers can continue to interact outside of WiFi areas, and set up other hardware functionality like push notifications and geolocation.
2. Accessible on different channels
Don’t just link to your online magazine from your website and hope your readers find it! It’s no secret that many online activities are social. By promoting and making it accessible via social media networks, you’re increasing the likelihood it will be adopted and shared with others.
When people have the opportunity to check out a magazine on their preferred social network, it is an environment where they are comfortable not only consuming content, but sharing it as well.
Audi Denmark partnered with Zmags in order to transform its magazine into a more user-friendly experience on Facebook. The results were staggering: readership increased by 1500%.
Audi Zmags Case Study
3. Access to more!
The online magazine reader wants to interact with a truly digital magazine, not an online copy of a print one. So to simply convert a print magazine into a digital magazine and enable “page-flipping” would be a disservice to the magazine as well as the user…at the expense of their experience with your publication or brand. Not only is it important to utilize a publishing platform to design and optimize for digital in order to create an immersive experience, but an additional benefit of these web-based publications is that you can serve up even more content for anyone who wants it.
While the print version of a magazine is restricted to a two-dimensional, rectangular page, its digital counterpart can layer more on top – such as videos, lightboxes with additional HTML text and images, and links to past issues or advertiser websites. Fresh Living does a great job at this with their digital edition, incorporating recipe downloads and a link to subscribe for the full print version.
While the look and feel of an online magazine must always remain consistent with your brand image, the magazine needs to be accessible in a variety of formats, devices, and applications. That accessibility becomes vital in finding new readers and retaining them.
In today’s digital society people are used to installing upgrades, downloading the latest versions and even installing plug-ins. The whole concept of a plug-in is really genius when you think about it. There are more types of “software solutions” on the market then one could even fathom. The evolution of plug-ins has allowed for multiple types of solutions to “play nice” in the same space.
For those of you who don’t know what a plug-in is, the technical term is: a software component that adds a specific feature to an existing software application. In layman’s terms it allows for customization to take place between applications for better usability. So every time you have a Google search bar in your Firefox web browser or install a social media plug-in to your WordPress CMS you are participating in this level of customization. It may sound a bit extreme, but plug-ins are the glue holding together a world with millions of applications and solutions. Without them, efficiency would be near impossible.
Most recently, Zmags joined the world of plug-ins for their Commerce solution. Instead of reinventing the wheel and building an application that would rival or complicate the integration process with existing eCommerce platforms we built plug-ins that alleviate the pain and allow the two tools to work together.
What do the plug-ins do?
The plug-ins were built for the Demandware and Magento eCommerce platforms. Now, users of either of these platforms have the ability to create and easily deploy shoppable, digital catalogs. The plug-ins remove the need for heavy integration with the existing eCommerce provider. These plug-ins help streamline the shopping initiative without having to manage several different experiences in different tools. Instead, everything can be done within the eCommerce site and easily deployed in a purely self-service model by the customer.
The best way to explain it is to see it in action. Samuel’s Jewelers implemented a shoppable, digital catalog with our plug-in and their Magento eCommerce platform. The product windows pull directly from their existing product database and no data feed or implementation is needed within the Zmag. Everything down to the previewing and digital catalog management is done within Magento.
Without the ability to “plug-in” to other applications, this type of synergy wouldn’t be possible and the simplest of tasks would seem daunting. So the next time you are asked if you want to install that plug-in or optimize the software solution you are using- choose “yes” and know that most solutions have your best interest in mind when partnering with others to streamline the overall experience.
Search engine optimization (SEO) can be defined as the process of affecting the visibility of a website in a search engine’s un-paid search results to drive more organic traffic to content. But how does this work with digital content like a magazine, lookbook, catalog, annual report, brand guide etc…? These types of digital experiences are likely to be embedded into one HTML page, which means tagging the content for SEO is very important and differs somewhat vs. tagging a page to find something very specific.
A potential consumer or reader is looking for something you offer and SEO helps connect the right content (or best optimized webpage) to that customer. In general, there are two types of search:
The search is very specific and will often lead to an exact page that yields a quick result or return. For example, I want to buy a specific brand’s running shoes so I Google “brand name”, “running”, “trainers” and possibly a website name. I find the top search, click, the product and price point meet my expectation and I buy the shoes.
The search is more open with an underlying need for education, research, inspiration, and more. This is where more curated digital content like Zmags comes into play. For example, I need to shed a few pounds and think a pair of running shoes would be a good place to start. With anaerobic exercise being alien to me, I need to do a little bit of research on what to buy and I start to Google terms like “decent running shoes”, “running, trainers, sale”, and “new season running shoes”. I don’t want to view a grid of products but want to find some material that I can journey through to gain the education and inspiration needed to make a sensible purchase.
The key SEO distinction between the two is the keywords. When optimizing digital catalogs or magazines for search engines, don’t try and tag all the content within it but think more about what your potential audience will be searching for when looking for it – as the search term could potentially differ from the text within your content.
Chances are your content or product is online somewhere else and would be tagged correctly for a narrow search. It is that open search opportunity that can convert potential consumers to new and loyal consumers. The key here is to frame up and tag your digital content like Zmags catalogs and magazines for a search engine. This ensures that more inquisitive and inquiring search words are used to drive those curious, researching and potential new consumers to your most relevant content.
At Zmags we have worked with a variety of clients and have a collection of deployment best practices, depending on the strategy and use case. Our Customer Success Program is tailored to work and partner with clients to ensure success with digital content. The bottom line is you could have the most amazing online Publication, but if no-one knows about it or finds it, is it really there at all? (a philosophical thought for the day!)
It’s that time of year again for what marketers and retailers call “Dads and Grads”. With Father’s Day on June 16th and college and high school graduations happening throughout May and June, this is of course a big time for celebrating and gift-giving . And that means marketers and retailers will be competing to capitalize on these occasions by promoting relevant content and products during this time. Think not only presents for Fathers and graduates, but also food and beverages, party supplies, apparel and new outfits for these celebrations (suits, dresses, etc.).
How can online magazines and catalogs like Zmags helps your brand stand out?
Answer: By making it easy for kids, spouses, parents, friends and party planners to get inspired, and/or buy everything they need in one convenient place.
This type of immersive shopping experience lends itself nicely to shoppers that know they need a gift for Father’s Day or Graduation, but don’t yet know what that gift is.
Grant Coleman says it well in his post, Search is Not Shopping. Expecting that online shoppers will stumble upon the right products, or ones they didn’t even know they wanted (!), is like telling your brick & mortar customers to go in the back room and look for an item themselves.
These digital publications open up new merchandising opportunities for retailers as well. Via creative design and intelligent analytics, online catalog layouts can be tested and adjusted over time – in a way that’s not so easy for print catalogs or in-store merchandising displays.
Ecommerce brands and online publishers can take one of at least two routes for making the most of “Dads & Grads season”:
1. Start From Scratch
Retailers can capitalize on the Dads & Grads period by quickly preparing and publishing new assets online. Brochures, lookbooks, or flyers make sense for this seasonal content and promotion. Any pdfs designed for print can be embellished online, with interactive elements like videos, widgets, quizzes, etc. added on top – to make the shopping experience that much more fun.
2. Reuse or Re-Purpose
Tweak an existing catalog, magazine or collection of digital assets. This might mean pulling out relevant pages and products from a bigger digital publication, or combining imagery taken for other areas of the website and putting a holiday spin on it. This is a great option for those of you who are pressed for time or have limited resources to create new content.
For instance, even if you didn’t overhaul an editorial spread to say “Give Dad a Gift He’ll Love” (though that might be a nice idea), you could still feature products that skew towards males more prominently during the weeks leading up to Father’s Day.
A season so closely associated with gifts, such as Dads & Grads, offers tremendous opportunity for online retailers and merchandisers. Zmags makes either project possible and ensures that your brand comes out on top during this celebratory season.
Have you already put together a guide for Dads or Grads? Please share your examples with us; we’ll post the best ones across our social networks!
The primary qualitative KPIs for any web/digital marketer typically involve engagement metrics (average time spent per visit, average page views per visit, bounce rate) and conversion metrics (form submissions, online orders, etc.).
Here at Zmags we have shown outstanding results in improving these metrics when using a digital catalog/brochure as part of the overall website content mix.
The 212 store fashion and homeware retailer has been using the catalog as part of the Direct Commerce mix successfully for many years, but as for most catalogers, the increased cost of distribution means expanding the channel has become very difficult — despite a healthy demand from their loyal customers to view new season collections via this format.
Zmags has been able to bridge this distribution gap, and we work with Laura Ashley to provide a rich and engaging digital version of their catalogs to their consumers. It is available to view instantly through homepage promotion, email subscribers, and offers consistent functionality across devices – supporting desktop, tablet and smartphones through the browser of the device. They have also included links to the catalogs with iPhone and iPad apps to further enrich the experience on those devices.
Laura Ashley SS2013 Catalogue
This is helping generate 1000s of additional catalog views each week, with average engagement times at a huge 10 minutes, and on average each consumer gets through at least 100 pages per visit. Bounce rates for digital catalogs (those that do not navigate past the cover page) across the Zmags client base are below 15%, which validates that this is an option that consumers crave, especially with those retailers who have a long history in creating stunning and inspirational catalogs to engage consumers.
This performance actually reinforces the need for a catalog as part of the overall marketing mix for Laura Ashley as a direct sales tool.
With engagement and “experience” commerce becoming a key focus for most retailers right now, digital catalogs that help to harness the curated content format through a linear user journey can offer a huge ROI to those seeking to drive consumers to content, rather than discount promotions. This becomes especially important at new seasonal releases when consumers are figuring out the season’s trends, or at key campaign times such as Christmas or Valentine’s Day when consumers are seeking inspiration for gift ideas. It also allows various types of assets that currently exist separately to be merged together, for example, a product on the page of a catalog may have an associated video that can be viewed, or additional product details/technical specifications that could be important to bring into a light box over the content. This means that the investment made in those assets can go even further to help engage the consumer.
The SR Group is a fully integrated firm of specialist recruitment consultancies that operate in niche business areas. Employing 185 people across 6 office locations including London, Dubai, Singapore, Hong Kong, Melbourne & Sydney. The brands working under The SR Group umbrella are:
The SR Group have been using Zmags to create digital versions of various existing print marketing resources that include:
- Salary Reports
- Job Guides
- Career Advice
- Interview Tips
- Working in Foreign country advice
- City Guides
Recently, the marketing team at The SR Group have started to use rich media assets within these publications to make the content more engaging:
Market Update and Salary Survey 2012/2013
This means that the budget being spent to create these assets goes much further as they can be used with YouTube and other social media, as well as within their Zmags solution.
“Zmags technology is constantly striving ahead, enabling us to use this platform to not only showcase content that would have traditionally sat in a PDF brochure, but utilize it as a platform to integrate with our social media and digital strategies. By using this technology we are able to deliver our content in a new and exciting way, pushing this out to a wider audience.”
Zmags is working closely with The SR Group to ensure we support as many of their digital marketing goals as possible. Keen to reinforce their position as true thought leaders in their industry, having digital as well as printed media assets is increasing reach by 3x, whilst allowing both candidates and clients to access resources which enhance the credibility and reputation of the ever-expanding brands within the group.
“Zmags delivers innovation, guidance and expertise to myself and my team, acting as an extension of the team and digital advisor. Their support goes way beyond the remit that we would expect from a supplier. It is certainly a partnership.”
We are also helping deliver independence for the small but effective marketing team at The SR Group. Rather than reliance on expensive agencies, Zmags is allowing for campaigns to be turned around in days and controlled 100% in-house. The future for this digital content is certainly bright, and the results have been good enough to justify bespoke content built around digital best practice. Watch this space closely to see how corporate communications can be turned into compelling digital experiences using the Zmags digital solutions. These efforts will continue to generate leads and reinforce reputation for The SR Group brands.
Today’s online shoppers are both engaged and savvy. They know how to use a number of devices and channels to find what they want, when they want it. As an online retailer, it is important to be in touch with this type of shopper. A solid plan is to create engagement before, during, and after the purchase process.
What used to look like this…
Now looks like this…
The “customer journey”, which now apparently includes detours, layovers, and round-abouts, will reward the marketers who give it the attention that it deserves. In this case, the journey is as much of a factor as the destination.
Before: Going Above & Beyond the Product Page
The ‘Before’ phase is the initial impression phase and the research phase. Google estimated before the 2012 holiday season that 80% of shoppers would research online before making a purchase.
Gone are the days when 5 bullets of information, an image, and an “add to cart” button would suffice. Engagement and original content creation need to occur on many different fronts. In addition, one out of three conversions occurs 30 days after the online research began, proving that a visit is not always a ‘win’ or a ‘loss’, but a relationship to foster.
Keeping the brand top of mind pays off: customers who engage with a brand online will spend anywhere from 20-40% more on that brand and its products. So from a brand’s perspective, the goal should be to engage as many people as possible, therefore bumping up the number of those “20-40%” customers.
During: Perfect Balance of Engagement & Commerce
The visit in which the purchase takes place is a sensitive time to deliver content, as marketing 101 tells us not to disrupt or complicate that process. There is a place, however, for supplemental content that is customized to the product or products in the shopping cart, such as:
- Product Reviews: 82% of testers in a Zmags study said reviews impact the purchase decision or are needed for purchase.
- Dynamic Product Windows: Digital catalogs employing DPWs allow the user to click right from catalog pages with editorial content to a product page with an ‘add to cart’ button.
Dynamic product windows in a digital catalog
These types of content can enhance the purchase process without disrupting it. The transition from Research/Consideration > Purchase can become seamless, indistinguishable even, when engagement breeds a marriage of content & e-commerce.
In tablet formats, such a marriage is made possible by platforms like Zmags, which helps build engagement and commerce into online publications, allows for items to be moved into the shopping cart from any page, and offers ‘Shop the Look’ functionality.
After: Spread the Love, Share the Message
Users will be reviewing and discussing the experiences they had during the “Before” and “During” phases, so it is important that those phases hold up in order to garner favorable reviews during this last phase. Favorable reviews will continue to power the cycle: 82% of testers in a Zmags study said reviews impact the purchase decision or are needed for purchase. It is important, therefore, to have the proper channels in place for users to continue to interact post-purchase.
It’s better to think of the buyer journey as more of a cycle, instead of a linear “funnel”. The various stages are just points within this cycle, and in the cycle, the conversation never ends, it just continually changes.
In 1867, Harper’s BAZAAR became America’s first fashion magazine. The magazine has now achieved another first with the launch of ShopBAZAAR, a breakthrough online store that allows the viewer to complete the purchase without leaving the magazine, closing the gap between seeing and buying. The readers, inspired by the items on display, can purchase in a fully integrated and seamless experience.
Unlike conventional ecommerce stores where business managers decide what to sell, the editors of ShopBAZAAR handpick items for sale. This brings to life an authentic content-to-commerce preposition, allowing viewers to experience special one-of-a kind products inspired by editorial features and enjoy contextual shopping experience to the fullest. ShopBAZAAR showcases about 1000-1500 products at any given time, with global brands like Saks Fifth Avenue, Salvatore Ferragamo, Derek Lam, Hirshleifers, Les Nouvelles, and Donna Karan Cosmetics.
In March this year, Harper’s BAZAAR embarked on a brand transformation exercise that started with a redesign and culminated in ShopBAZAAR. The BAZAAR Book app provides the monthly mag-alogue and the contextual shopping experience to iPad users. ShopBazaar.com also appears as a sub-domain of www.harpersbazaar.com, accessible as a “Shopping” tab on the home page. A tab on the Harper’s BAZAAR Facebook page takes the users directly to the BAZAAR Book on harpersbazaar.com. The innovations are poised to continue, with Digimarc watermarks that allow readers to shop the pages using smart phones. Expect that in early 2013.
ShopBAZAAR was launched in collaboration with American Express. American Express card holders receive exclusive perks and benefits, including access to specially-produced pieces from key designers, special gifts and private shopping events.
Check out the full online shopping experience to get an idea of how BAZAAR has truly used digital publishing to their advantage.
Today’s customers are highly informed and access information about products through various digital touch points (like online catalogs!) by themselves. The role of the marketer is now to guide the customer through the buying process, to provide them with a good experience in whichever channel or medium they choose, rather than dictate terms. This requires a shift from the product centric marketing campaigns to customer centric campaigns, and this, in turn rests on the marketer customizing the engagement with the customer. At the same time, the marketer also needs to ensure a consistent voice and message across the different channels.
Online catalogs as a marketing tool facilitate this trend, which is evident from the experiences of PartyLine, a niche maker of candles, candle warmers, fragrances and premium home décor products.
The company’s online catalog, powered by Zmags Verge, retains its almost one hundred year old reputation of providing personalized service and striking a lasting relationship with customers. The company managed to create lasting relationships by delivering top quality, sustainable and durable lifestyle and home décor products.
The Verve powered catalog, slick in design and optimized to provide the perfect medium showcase such strengths. The rich imagery that radiate the beauty of the products takes on from where the glossy print catalog left and even improves the experience for the consumer.
The catalog, instead of listing each item on stock, lists only a few products with bigger images, and a curative experience when the consumer browses the catalogue. The company merchandises the products exactly the way they want online shoppers to find them.
A preview tab allows the consumer to see the product coming up next, allowing them to delve into it or side step it to some other product.
The rich, in-depth, flexible and engaging experience offered by Zmags PartyLine catalog gels perfectly with at-home parties where the sales agent connects with the potential clients.
How can you use an online catalog to engage your customers?
Comscore reports that as of April 2012, almost 85 percent of US audience viewed online video. An adult viewer watches 21.8 hours a month on an average and this is double the corresponding figure in 2010.
The emergence of multiple digital touch points with enhanced multimedia capabilities has further facilitated the popularity of videos as a content medium. A 2012 study by the etailing group sponsored by Invodo revels that one in two smart phone users and more than six out of ten tablet users watch one or more product videos in a three month period.
Such a steep increase in the popularity of the video is forcing marketers sit up and take notice. The Social media examiner reports that 76 percent of all marketers plan to increase the space of video in their marketing plans in 2012. This is likely to yield good results, with the Internet Retailer reporting that 85 percent of the prospects who view product videos would most likely make the purchase. Those who view video are 17.4 percent more likely to make a purchase versus those who do not watch videos.
There are many reasons for such a high conversion rates:
- Videos provide the most appropriate engagement medium for those who prefer visual or audible communications over written or verbal communications. Such people constitute about 60 to 70 percent of all shoppers.
- Videos help consumers progress to a “ready to buy” state by educating them with product information and specifications. Evidence suggests that people who watch videos spend more time on the website and engage better. When they purchase, they purchase with confidence, with lesser cart abandonment compared to those who do not watch videos. After making a purchase they are less likely to return the product.
- For the marketer, incorporating video provides an added benefit of improved SEO optimization, resulting in improved search engine ranking and thereby better visibility.
How are you using this medium to increase conversion rates?