In this new multichannel world, SEO is not just for enthusiasts
Ben DavisThe strategic importance of search is clearer than ever, and shows how digital and classical marketing have further converged during the pandemic.
Ben Davis
Omnichannel retail isn’t new, but balancing channels is more important than ever
Ben DavisEven before the rise of ecommerce, customers could reserve stock in one store at the till of another. Now the key to retail success is making it easy to access the right channel at the right time – and having a product worth buying.
The pandemic has upped the ante for online merchandising
Ben DavisOnline retailers need to balance a simple user experience with sufficient product inventory, reacting to trends accelerated by Covid.
Success in ecommerce requires a strong brand, not just a smooth experience
Ben DavisCustomer experience is important, but the problem for high street retailers rushing to ecommerce may be higher up the funnel.
Personalisation isn’t about bells and whistles
Ben DavisCompanies need to focus on being useful and offering great service first, otherwise bells and whistles seem just that.
Content design breeds user confidence
Ben DavisJust as consumer confidence is so important at the moment, digital services need to breed user confidence. That’s where content design plays a role.
The future of AI in marketing
Ben DavisHow is AI being utilised in marketing? How might it be used in the near future? And what does this mean for marketers?
User experience alone doesn’t make a brand
Ben DavisImproving digital business models is an imperative, but multichannel retailers should recognise that good user experience alone is not a marketing strategy.
Mobile apps are a good antidote to pathos-riddled marketing
Ben DavisAmid a plethora of mawkish ads and emails, an effortlessly rewarding app experience is a much more soothing escape from the stresses of the Covid crisis.
Digital services have a new level of responsibility
Ben DavisAs the coronavirus crisis worsens, brands would do well to remember people just want access to the services they need and signs that brands are helping.
Trust vs convenience? There’s no contest
Ben DavisThose brands that can show their humanity to customers will succeed because consumers want to feel something.
Artificial intelligence will kill design’s ‘Hippos’
Ben DavisAnyone who has worked on design knows how human the process can be, but artificial intelligence can help bring some rigour to what can be seen as a subjective area.