Search results matching tag 'news'

The return of page turn?

1721792 — Tue, 15 Sep 2009 12:42:00 GMT

Why is it that despite having access to every published word in the western world via my laptop i always find time on a saturday to schlep to the corner shop and get a real life paper, usually the Guardian. I can get all the information i want online but weirdly none of the enjoyment I get from flicking through the exact same content in paper form.

Describing this to Nick who sits more or less opposite me I found myself using a kind of vertical motion for the way i dive in and out of a web based paper and more of a casual left to right wafting for the offline version.

Everyone knows that one of the deadly sins of digital is a web based page turning device. Somehow though web design has become too efficient, too much emphasis has been placed on search and one-click access to the content you want and there is no way to find the stuff you didn't know you wanted.

Irritatingly it's Google with last nights launch of Fast Flip (http://fastflip.googlelabs.com) who've gone the furthest to providing a solution. It still relies on search as a starting point but the 'most viewed' option creates a pretty eclectic read and the simple left and right flicking action neatly re-invents the page-turning device.

As we get cleverer with data and we seek greater relevance with our messaging we mustn't forget that there is an enormous amount of stuff customers don't know they want but would lap up if they came across it. I just learnt the sexual position that Cosmopolitan readers have voted the 'naughtiest' for example (up against a wall - to save you a search) which I never knew I wanted to know.

Online retailers gain further popularity

1701339 — Tue, 31 Mar 2009 16:26:00 GMT

This week there’s been two pieces of research that have shown that online spending is where ‘it’s at’ - as if you needed convincing.

A league created by analyst TNS Worldpanel revealed that in an annual top 10 list of favourite retailers in the UK, Amazon came 2nd (Tesco was 1st) and eBay came in at number 10 (full report), and research carried out by PwC and WARC shows that 2008 internet advertising expenditure defied the recession by being up by 17%, with the UK now said to be ‘the world’s most advanced market for internet advertising’ (full IAB/PwC report).

I don’t think that this marks the end for bricks and mortar stores or for traditional forms of advertising, but for brands, it’s now more important than ever to ensure their online offering is up to scratch. 9 out of 10 times the first place people go if they are interested in a product is the brand’s website. Apart from ensuring that a positive first impression is made, it’s important that the online design reflects the offline brand. Too often, websites are treated as the poor cousin of the print or TV ad. This is costing brands sales and customers. People online are less forgiving than in the real world. They have many more choices of where to go and within a single click, they’re at a competitor's website.

Having said that, if online is used properly, it can also be responsible for increasing footfall to stores (I'll post a full report on this soon). More and more, customers are going online to check the range of products BEFORE visiting the real world store (which could be a significant journey to some). Why risk a wasted journey? The reality is, etailers are simply not displaying their full wares online - for whatever reason - which is ultimately costing them sales online as well as offline.

The message from these reports is clear. It’s all about choice. eCommerce shouldn’t be seen as a threat to traditional retail, but as a key tool in a multi-channel retailing strategy. In a highly competitive market, it's essential that you make your customer king. Allow them to shop and view on and offline. Give them as much insight and information at each touch point. Provide a 360 degree returns option. Everyone needs to up their game in this climate or risk losing customers to their leaner, more innovative competitors. Etailing and traditional retailing must work hand in hand to ensure survival.

The 8 O'Clock News

1841938 — Fri, 13 Jul 2007 16:04:01 GMT

Radio 1’s Newsbeat Editor, Rod Mackenzie blogs about the backlash to the BBC’s announcement that they’re introducing a 60 to 90sec bulletin at 8pm. I think it’s an interesting move by the Corporation, especially as it’s very much an additional piece of output for the network for an audience they don’t currently reach with news.

It’s also a piece of 'content' that suits the on-demand world. A short bulletin of this type strongly suits web-based viewing and video podcasting. It will build a nice '‘brand' on linear television, something that will become a bit more front of mind when viewers are on the web.

Also, from a channel-flow angle it will make the BBC stick out from the other commercial networks. It will act as a bridge for Eastenders and other 7.30pm fodder to the shows at 8pm. Its point of difference and its regularity might, in fact, help the BBC keep audiences watching for longer periods of time, especially at junctions whilst other commercial channels are airing ads.

Will we see some junction juggling by the commercial channels, once again?