Purpose-driven advertising

1. Purpose-driven advertising

Trends

Purpose-driven advertising seems to be the new greenwashing. As every brand team jumps on the purpose bandwagon, their communications can feel pretty shallow. There’s a risk of brands completely overstating why they exist.


2. The essentials of a contextual inquiry

Customer obsessed

Like many UX methods, contextual inquires come from other fields of research, primarily the social sciences like anthropology and educational research. It's based on the idea of observation as an important qualitative method.


3. The CEO guide to customer experience

Customer obsessed

What do my customers want? The savviest executives are asking this question more frequently than ever, and rightly so. Also read what are the customer lifecycle stages?


4. There will be no more billion dollar luxury fashion brands

Brand

The value of the multi-billion dollar luxury fashion market, omnipresence afforded by digital channels and lack of physical distribution will lead to new luxury fashion market/brand opportunities to be niched-away through sub-segments before they can be capitalised.


5. A refresher on marketing myopia

Marketing

Some of the overwhelming failure of new product launches, 75% - 95%, is likely attributable to the fact that many company leaders have marketing myopia. A nearsighted focus on selling products and services, rather than seeing the “big picture” of what consumers really want.


6. Mobile eCommerce: product details

eCommerce

There is no section on site or in app that is more critical for conversion than the product page. The ability to see and understand product information easily is critical to users when they’re making a product decision.


7. Why web security and UX should compliment each other

Customer obsessed

It’s imperative to make sure that the web security and user experience (UX) of your website be complimentary to each other so that you can have it both secure and user-friendly at the same time. The best of both worlds is indeed possible, but only when you know what to look for.


8. Metrics-driven development

Data informed

Metrics-Driven Development is an emerging term developing from the practices of continuous integration, continuous delivery, dev ops, and agile software methodologies. This article serves to define what metrics-driven development is, why it is useful, and how to use it to drive software changes.


9. Everything you wanted to know about email CTA buttons

Design

An analysis of every CTA button submitted to ReallyGoodEmails.com in 2016.


. No one's winning on Snapchat

Channels

Snapchat provides a unique opportunity for brands due to the preponderance of young users: 37% of the Snapchat audience consists of 18-24 year olds. However, while 47% of brands in L2’s Digital IQ Index®: Specialty Retail have Snapchat accounts, none have come up with a winning strategy.


10. Veritone

Tool of the week

The world’s first cognitive media platform. Every frame of video or second of audio can now be searched for objects, license plates, faces, voices, brands, sentiment, text and translation, revolutionizing media search and discovery capabilities.