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Recently the ChannelAdvisor Facebook UK Commerce Index was released, demonstrating those brands who are winning in the Social Media race on Facebook. Who was at the top of the list for the UK? Topshop!
You may also be surprised to know that 13 of the top 25 retail brands were clothing or fashion brands – or perhaps not!
So how has Topshop become so successful?
By targeting heavy social media users, Topshop have established quite a following on a variety of platforms, not just Facebook.
Topshop have over 175k followers on Twitter and almost 1.5m ‘Likes’ on their Facebook page (nearly 50% more than New Look, the next most successful retailer). Both platforms are updated regularly with engaging and interesting information for their readership, and more importantly they engage with their customers.
‘Wish You Were Here’ Campaign
One of the latest campaigns undertaken by Topshop is the Wish You Were Here campaign. This campaign involved in-store shoppers having a complimentary makeover (everyone loves a freebie!) and then having their picture taken. What happens next is the core element of the campaign – the photo’s are edited in store then posted on the customer’s Facebook pages instantly.
The combination of freebies, real-time activity and instant promotion means in fact Topshop had to do very little here. They targeted customers who were already in their store (who had probably already purchased!) and who have a following on Facebook. Do a quick makeover, take a picture, edit it using a free app and then post to Facebook – done!
Considerations for Social Media
Many businesses have realised the potential of social media and are attempting to engage with potential customers, but what really works here is the community following which can be established. Understanding hard sell is normally not appropriate for social media is a must, and integrating different media can establish a strong following. The use of offline and online has proved extremely successful for Topshop, and this comes back to raising Brand awareness through every opportunity available.
Computer Keyboard With Social Media Keys via BigStock
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.