Performance Marketing Review: Burberry App Favors Consumer Experience

Jan 23, 2017
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Burberry Shopping Bag

Happy Monday, marketers! We hope you had a nice weekend and are ready to jump into the week.

An increased appetite for better brand experiences has marketers working hard to connect consumers with content that transcends transactional commerce. This is especially true for luxury brands where products reflect a certain lifestyle and image. Burberry is focused on connecting with consumers with their upcoming mobile app as a way to build relationships through experiential marketing. We lead today’s roundup of online and partner marketing news with that story from The Drum.

Burberry’s forthcoming mobile app designed to ‘build connection’ with consumers over commerce

Like many brands in the luxury sector, Burberry has looked at a number of ways to use digital to make sales of its products less transactional and more experiential. For example, last year it collaborated with Apple TV during Fashion Week in February to allow fans to re-watch its show through the Burberry App and get a closer look at its clothing. While details of the British clothing brand’s latest mobile application are still under lock and key, Charlotte Cowley, Burberry’s director of Investor Relations told analysts that the brand is currently testing it with a “select” group of people, and focused on the app’s ability to build relationships rather than its effect on sales. Read the full story in The Drum.

Other interesting consumer experience items from around the web:

How Visual Advertising Will Change Marketing In 2017

According to Forbes columnist AJ Agrawal, consumers don’t hate advertisements. Rather, they hate fragmented user experiences. As digital citizens, we’re caught in the midst of a frenzied paintball war over data: brand evangelists spray around blindly with CPM shotguns while performance geeks clamor over bids for CPC snipers. As a result, the average website viewer is caught in a gaudy barrage of seemingly endless ad inventory, with no sense of design or unity to it. Read more about why he believes building ads around user experiences, rather than into them, will be the key to better ads.

CMO, CIO embrace social media, IoT to win customers

Behavioral changes in modern commerce, exemplified by millennial generation shoppers, are forcing consumer packaged goods (CPGs) companies to take a more targeted tack in their efforts to build lasting customer relationships. But crafting brand loyalty through personalization is no mean feat for Clorox and other CPGs companies that are struggling to build engagement in an age where ecommerce is spoiling consumers with convenience. Read more on CIO about how marketing and IT leaders at Clorox partner closely on digital marketing and IoT initiatives intended to buttress the consumer packaged goods company’s corporate growth strategy.

Marketing-Mix Modeling: A Road of Missed Opportunity for Brands

If you are in brand management, chances are you have leveraged marketing-mix modeling (MMM). In case you haven’t, MMM is the well-used planning tool that helps brands determine where ad spend should be appropriated for campaigns. For many marketers, it is the center of their media planning process. However, this singular channel-focused tool misses a profound amount of marketing opportunity and holistic insights into audience and ad campaign reach. In an AdExchanger post, Michael Collins, CEO at Adelphic discusses why MMM fails to provide a true holistic view of consumers based on their behaviors across multiple channels and screens.

6 UX principles marketers Can’t Afford to Overlook

In the past, user experience and marketing have been two separate fields of study. User experience (UX) is rooted in often-unclear concepts of software design, whereas marketing has always been about hard data. Bad news for marketers: If you treat the user badly, you’re going to get punished. Our limited attention span and frustration with anything hard to use is reflected in how marketers need to approach what they do in 2017. Marketing Land contributor Tamar Weinberg outlines six key UX principles that marketers shouldn’t ignore and explains how they can improve your conversion rate, SEO and user engagement.

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