Saturday, March 17, 2018

Adidas: can I introduce you to segmentation ...

Forget digital. Forget programmatic. Forget artificial intelligence.

I got this ad in an email...


A) The only thing I have bought from adidas is from their 'classic' range.

B) What makes adidas think I'm in the target segment for this product anyway?

Saturday, March 10, 2018

Email ... still a third class citizen

Seven - yes, 7 - working days to respond. And that was after spending nearly an hour to find an email address on the site [it became a challenge].

And check out the broken image.

Oh, and if you didn't know, The Google Digital Garage is the home of Google's digital marketing training/qualification.

Ho hum



Sunday, March 4, 2018

Wednesday, January 31, 2018

Bribery and corruption? II

More by way of 'paying for a review' ... and another example 'what's to review?' 

It's a water filter - it filtered the water


Tuesday, January 16, 2018

Bribery and corruption?

Give us feedback and we will pay you for it. 

I bought an adidas jacket last week and received this email today.

Is this an ethical way of collecting reviews?

Monday, September 18, 2017

Too far?

For the last 20 years I have been a proponent of websites being simple - it increases the UX. However, has Balenciaga gone too far?




Even my KISS attitude thinks that for this particular company, this may be a tad too far – the key reason being that Balenciaga is selling a product [clothes] that have an aesthetic appeal and so images may draw customers into the 'shop' – such a 'minimalist' approach might better suit a ‘soulless’ product such as government departments [Gov.uk. for example].

That said, perhaps 'minimalist' non-conforming to couture norms is the Balenciaga brand – and so the site makes sense. Note how on pages where the clothes are shown, the models have a distinctly ‘un-glamorous’ pose, and that the site lacks many of the ‘normal’ content, e.g. ‘about us’. I can find little about the company – but as their only outlets in the UK are in Knightsbridge, Covent Garden and  Mayfair, I suspect the brand is very much up-market. If anyone's visited one of these shops I would be interested to know if they are as minimalist as the website.

However, although the first visit to the Balenciaga.com is a bit of a shock – in subsequent visits you just click on the relevant word on the screen: job done.

As far as I know, this site went live in 2017 – check it when you read this to see if it is still as shown above ... or whether Balenciaga's nerve has broken.


Friday, September 15, 2017

My house, my rules

Many organizations, including several universities, use third party websites as part of their marketing. One example of such sites is issuu.com that facilitates offline catalogues to be reproduced online in a click-to-turn-the-page fashion. Whilst these are aesthetically very good, in usability terms they are a disaster. 


On a PC screen, the default is screen size which is about the same size as the printed version. But we can hold the printed version nearer or further away to suite our eye site. Make the screen image bigger and you have to scroll around the page as the text goes off of the screen. Try it on your smart phone – the device of choice for a university’s target market. 

For 20 years I have said ‘do not simply reproduce offline content for online, it is not read in the same context’. This is still true. 

Also, simply reproducing the offline version online means you lose that great tool of the Internet – the hyperlink. In an offline publication you have to say; ‘if you want to apply; ring this number/copy type this address into your email/go to this website’. In sales terms, these are all barriers. Online you say; ‘click here’. 

Furthermore, take another look at the image. Notice the ‘ads’ to the right of the ‘publication’ area? Yep, people search for your prospectus on Google – and issuu.com help YOUR prospects to find another seller. D’oh! 

These are reason enough not to use this method to publish online – but there is also the ‘my house, my rules’ issue. Take a look at issuu.com’s terms and conditions. Oh dear. They have total control over everything published on their domain. Hmmm ... is that what you want for your marketing content? 

So why do organization’s use the likes of issuu.com? In this instance I suggest it is [a] the novelty of the click-to-turn-the-page facility [bells-and-whistles syndrome], and [b] easy to use – you upload the digital version of the printed brochure and issuu.com does the rest. 

But if you have the digital version of the printed material [every publication starts in digital format], why not convert it to html and put it on your website? You won’t get that fancy aesthetic of the page turning, but you can insert hyperlinks – and users will be able to read the words [that is why users are there] on any device . 

Out of interest, I put “University of Sunderland International Prospectus” into Google – and the issuu.com page was fifth in the SERP listing – which isn’t bad. But the first four were all pages on sunderland.ac.uk. If the online-prospectus is on your own domain then you have potential customers coming into your 'shop' where they can see your sales pitch and you can capture their details – and there are no ads for your competitors’ products because it is your site, so they are your rules. 

Ho hum.

Friday, September 1, 2017

Bribing reviewers

In my classes I have an exercise to identify legitimate ways of 'encouraging' customers to leave reviews.

This is not such a case.
It is an attempt to bribe customers to leave 5-star reviews. Long term; it is not good practice and it will come back to bite any organization who uses it.

Note: I deleted the name of the company - and am I the only one who thinks that this looks like a template for this message which each organization can add its own details? If so, who provided the template ... surely not eBay or Amazon?

Thursday, August 17, 2017

You're not coming in here using that

If you are going to provide a service - to external or internal customers - make it as easy for them ... and don't dictate how they go about it.
 

This is like security telling a potential customer they cannot come into a shop wearing the 'wrong' shoes. 

But it gets worse ... this is what happened when I tried to login using Firefox.


Friday, April 21, 2017

The boxes are ticked - but where's the fairy dust?

The Irish Fairy Doors Company is a very successful company with an interesting and innovative product. The culture of the organization comes across in the product and website, everything is just right for the target market [take a look on theirishfairydoorcompany.com].

In my books I cover the subject of email as a medium of carrying a marketing message - be it sales, branding or relationship building.

It is now pretty much standard practice to send emails confirming an order has been received/dispatched/delivered - so The Irish Fairy Doors Company ticked those boxes when I placed an order recently ...

The links to view order and visit our store were included - so more boxes were ticked there.

But I cannot help but think they missed an opportunity to engage with customers ... where is the message from the fairies?