Site Design– A Festival Guide

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It is expected that the Web will eventually come closer to fulfilling its potential and promise as the ultimate medium for market segmentation at the individual consumer level – that is, for targeting unique individual surfers with individually-designed promotions, content, products and services on the Web (Dreze, 1997)

As seen from our previous posts it is essential to engage with the customer on not only a visually stimulating level but also to have a website design that it navigated through at ease and possesses a variety of useful consumer resources.

However, when a consumer already has the definite intent to buy a product does the seller of that product fall flat performance wise in their digital site??

For example; music festivals like Electric Picnic and Life have such a high demand that there are shortages in the ticket sale. These promotional companies in hindsight do actually not need to do an awful lot of advertising or marketing because their product speaks for itself! These festivals offer lifetime memories and experiences not just a once off material purchase.

With this in mind do the promoters fall short of providing an aesthetically appealing, fully informative, engaging website?

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ELECTRIC PICNIC 2015.

EP

EP successfully manage to provide a clean, sophisticated approach to their website. Incorporated on the right hand side are four different links to their social media accounts which shows that they are fully aware how beneficial going mobile is. They have digitally mastered what makes an effective site; the colours although neutral follow a certain theme throughout, all the important information consumers want (line-up, dates, times, photos) are clearly visible and the top navigational panel holds numerous extra points of information and help. They manage to capture the finesse and excitement of attending their festival through digital means.

LIFE FESTIVAL 2015

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 LF have undergone a serious revamp over the past year or two. They have re-marketed their brand and changed their target audience to aim towards a younger crowd. This is visibly evident through the bright floral colours and portrayal of vast number of young people in their advertising and online photos. Digitally speaking,  they have successfully included links to their social media sites, there are various helpful and links to many extra informative resources. Through their website they have positively hit the nail on the head for an effective site design!

In conclusion, although ticketed events such as music festivals need not fight for sale or consumer attention as much as a clothing retailer or insurance company would, both festivals which were aforementioned have still managed to engage digitally in producing an excellent site design.

-Jessica Cusack

References:

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3 Reasons to introduce Mobile Marketing into a Business



 Mobile! Mobile! Mobile!mobile marketing

In our latest blog post we touched on the amazing marketing lengths Coca-Cola has undertaken to boost brand image and to create a “buzz” around their product. But this is not at all possible without going mobile!

Chances are, numerous company’s out there still don’t appreciate or are ignorant to the sheer benefits of relaunching a more mobile-friendly version of their site.

You probably use a smartphone or tablet every single day and more than likely are reading this post on one. Consumers have moved from the plain old ways of purchasing goods and services through typical retailer-consumer means. They now seek an E-commercial means of getting their purchases done, of keeping up-to-date with the news, of keeping in contact with friends and even doing their banking and bill paying.

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Here are 3 reasons to show the very reasons why business should mobilize their content…

  1. At least 33% of smartphone users have made a purchase on their device – By the end of the Chritsmas season this number is much higher. According to mobile marketing expert Laura Betterly, there are 3 times more smartphones being activated every minute around the world than the number of babies being born.
  2. Mobile traffic is projected to make up 7% of all US commerce by 2016, according to this Mashable. That’s a hefty 31 billion dollars. Not only that, but tablet users convert 33-66% better than those who visit on a PC.
  3. Smartphone and tablet sales are only gaining thrust. Smartphones now make up 59% of all US handset sales, up 13% from last year. By early 2012, 58 million Americans will own a tablet device. Most of these will be iPads, although the Kindle Fire has proved to have been been the best-selling product on Amazon for a long while.

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Jessica Cusack

References:

Online Video Marketing

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Welcome everyone to our new blog about Digital Marketing!

In the following weeks, we’ll be discussing digital marketing and its various aspects. But what is Digital Marketing.  By definition, it’s “The marketing of products or services using digital channels to reach consumers. The key objective is to promote brands through various forms of digital media.” (Financial Times, 2015) This naturally involves the internet, but it is not exclusive to it, but the online aspect is what I’ll be focusing on today.

Digital Marketing has been on the rise for some time now, with a big focus on online video marketing in recent times.  But why is online video better than more traditional types of marketing? According to Susan Weinschenk, Ph.D., there are 4 key factors why online videos are more engaging. They are:

  1. The Fusiform Facial area makes us pay attention to faces: This is a part of the brain which is sensitive to faces. This makes us pay attention.
  2. The human voice conveys rich information: Meaning that the way people talk can convey different messages. This means that the audio of videos in just as important.
  3. Emotions are contagious: Body language and the emotions of others can be communicated with will alter the viewers’ mood.
  4. Movement grabs attention: Due to the way we evolved, we notice things that move. This means that we are attentive while viewing content. (Weinschenk, 2013)

If you’re interested, you can watch the whole video, along with a more in depth explanation here:

As we can see video can get and hold our attention better than other marketing channels. Further proof of this is the following infographic which shows how people consume video and how this “video empire” is on the rise. (Byron, 2014)

Thanks for reading, we’ll see you next time.

-Andras Pal

References:

Byron, M. (2014, February 10). Rise of The Video Empire Infographic. Retrieved from Wyxowl: http://blog.wyzowl.com/rise-video-empire-infographic

Financial Times. (2015). Financial Times Lexicon. Retrieved February 20, 2015, from Financial Times: http://lexicon.ft.com/Term?term=digital-marketing

Weinschenk, S. (2013, January 21). 4 Reasons Online Video Is Compelling and Persuasive. Retrieved from YouTube: https://www.youtube.com/watch?v=LotNZufx8o4