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Online videos drive deeper engagement than text articles, according to a new study, with humour attracting the highest amount of likes, shares and comments. However, adverts and a lack of video quality can turn people off. New Media Knowledge took a closer look. By Chris Lee.
The recent launch of the Future High Streets Forum is testament to the fundamental changes the high street has undergone. The move to online has arguably been one of the most significant factors contributing to this change so it was a surprise that the first meeting of the Forum did not discuss the influence of ecommerce and digital on retailers. Tony Heyworth, International Marketing Director, LivePerson, looks at how retailers can take advantage of ecommerce and, more specifically, multichannel, to engage their customers on the future high street, today.
Virgin Money, a financial service company which is part of the Virgin Group, was launched in 1995 using a call centre to field customer enquiries. In 2000, as adoption of the internet gathered momentum, Virgin Money spotted the potential of using a website to provide potential customers with information and the ability to order products, and so virginmoney.com was launched. Over the past two years, Virgin Money has made a strategic push to move its customer base away from telephony and onto its website, where it is able to communicate its product range and brand more effectively. more
The annual Technology for Marketing and Advertising exhibition took place this week at London’s Earls Court, bringing together some of the UK’s leading Internet marketing innovators. New Media Knowledge checked in to watch Facebook demonstrate its offering for advertisers. more
A research elaborated by YouGovStone and http://www.oneyoungworld.com shows 10 key trends among young people worldwide that will define the future of communication and social networking. more
At the Mobile World Congress, the UK broadcaster unveiled plans to launch several new mobile applications, showcasing its news, sport, and TV content. The BBC News app will arrive first, with the iPhone version leading the way in April. more
The emergence of a new site encouraging people to commit Web 2.0 suicide has highlighted an apparent backlash against the prevalence of social media platforms. New Media Knowledge’s Chris Lee canvassed the opinions of industry thought leaders to gauge if there really is a backlash and how social media consultants should respond. more
Social Media Drives Procurement
The inexorable rise of social media and social networking sites continues apace, affecting purchasing decisions even within the disciplined confines of IT departments, according to a new report from IT Toolbox.
The report found that IT professionals said social media sites such as blogs, sites with reader-contributed reviews, wikis and open forums were the most trustworthy source of information online when it came to making purchasing decisions. Such sites ranked ahead of editorially driven sites.
In addition, the report found:
• Executive decision-makers spend nearly 3½ hours per week consuming or participating in social media
• Nearly two-thirds of IT professionals who were surveyed believe that social media content and user-generated tools have made for a more informed purchasing decision
• IT decision-makers and influencers trust user-generated content more than traditional content sources
• IT audiences now spend as much or more time consuming or participating in social media as they do consuming editorial media or vendor content.
Vendor websites remain the most-used source of information regarding purchases, with 61.5% of respondents using such sites as part of their research. User-generated content was is referenced often or very often by 42.5% of IT professionals, while editorial websites and trade magazines were used often or very often by 40.7% of respondents.
Sixty-four percent of respondents said that social media sites had made for a more informed purchasing decision. Only 11% disagreed with this statement.
However, such sites don’t necessarily make purchasing decisions any faster or more efficient. Only 40% felt that it did, and 25% said that it had not.
Reasons for using social media sites to research buying decisions
The results were compiled from 2104 email responses to the survey. Sceptics about social media, journalists and editors might find some hope in the fact that all of the respondents were members of the IT Toolbox social network site, arguably making them unrepresentative of the IT profession as a whole.