Weekly Roundup #56 – Emojis, Storytelling & Retail Apps

We’ve been filling our subscribers in every Monday with the most important things they need to know about digital marketing, social media, eCommerce, email and more. This week we’ll be telling you about the potential of story telling to increase your conversion rates, discussing the possibility of emoji domination as a universal language in advertising, and a lot of other interesting stuff. If you were late to last week’s roundup then here it is! Enjoy.

Social Media

The Marketer’s Guide to Emojis


Some are claiming that emojis are the new universal language. Seems a bit ridiculous, but who are we to judge? After all, use of emojis has increased over the last few years after their introduction to smartphones, messaging apps and social media platforms. But how can you use emojis to better connect with your audience?

Plusnet has released a new whitepaper that describes the types of people who use emojis and contrary to your possible belief, it’s not actually just limited to millennials. Research has suggested that all demographics are using them, including those aged 35 and over. We suppose this will put you at ease if you’re worried about emojis alienating an older audience.

Under 25’s aren’t even top of the list when it comes to the demographics of emoji users. It’s actually the 25-29 year old’s who are using them most, with 96.6% claiming they ‘frequently’ or ‘occasionally’ post them. A massive 92% of the total online population use them, which suggests they have a valuable part to play in a wider digital strategy. For example, 60% of women stated that they use emojis often compared to 41% of men, this implies they’re better suited to female targeted marketing methods.

Emojis do have their other uses. From tackling the pesky word limit on twitter, to aiding international communications. So how can they be utilised for digital marketing? Well let’s take Domino’s pizza for example. If you were to text them a pizza slice emoji, you could quickly repeat your regular order. This achieves two excellent goals: it associates a commonly used emoji with a brand, and it speeds up the purchasing process dramatically. It’s this type of thinking outside the box that can open up some real opportunities when it comes to something seemingly trivial.




Storytelling’s Potential to Boost Conversion Rates

saatchi art

Source: Saatchi


You’ll no doubt have heard this buzzword a million times across several marketing websites and much of the discussion surrounding it focuses in on how brands tell stories at a strategic level, but Origin (Hill Holiday) recently found that companies can profit from storytelling at a practical level too.

3,000 consumers in the US took part in a study with two variations of the same product page. One had a “standard” description and the other had some sort of story. For example, one product page for a bottle of wine had a standard description for the wine while the other had the winemaker’s story instead of the tasting notes. The results of this? Consumers were 5% more likely to buy when they were viewing the winemaker’s story, and furthermore they were willing to pay 6% more for the same bottle of wine. Now that’s interesting.

This trend was synonymous with other types of products as well. Consumers were willing to pay 11% more for a painting when the artist’s story was included on the product page and 5% more for a hotel room that was written with a real guest’s story instead of the standard hotel room description. The same even happened on eBay, Origin was able to lure 64% higher bids for a set of fish-shaped spoons when the listing was accompanied by a short fiction story. Unbelievable!

You don’t necessarily need to develop brand level strategies to reap the benefits of storytelling. Instead, the inclusion of stories in itself can encourage dividends. The use of simple stories at product-level is a great way to increase perceived value and transforms what consumers are willing to pay for the product. One of the concepts that seems to work really well is social responsibility. While you may consider it complicated to include something like that, where relevant it can be as simple as describing the person who created the product, working with the trend of shoppers who want to know where their products come from.

So what’s the verdict on this one? Should we consider this a priority for the coming year? Thinking about how easy it is to incorporate simple stories with an individual product, our opinion is that you should consider using this way of storytelling. For sure. Let’s knock out all the branding jargon for a moment and just simplify. A new, more realistic approach to stories could really benefit your conversions.



Digital Marketing News

Retail Apps Failing to Meet Consumer Expectations


Consumers believe that retail apps are failing to meet their demands and deliver the high quality and interactive mobile shopping experience they want, according to new research. Although a third of UK customers admit to downloading more retail apps in the last 12 months than they did before, only 40% were actually satisfied with the current offering.

The report was compiled by app developer Apadmi, and it found that nearly one in five consumers want to see retailers improve their apps and bring in more innovation, whilst 30% would be more likely to use them if they could simply do more than just buy and browse. Seems simple enough, right? 33% of users actually notice any kind of improvement in the shopping tools they previously downloaded. For retailers, more than a quarter said they would think less of a retailer that developed an app but failed to update it regularly. This is a real bummer.

The CEO at Apadmi, Nick Black commented and said:


“These results sound a clear warning message to retailers that, while retail apps are becoming more popular with consumers, many are failing to meet expectations and deliver the kind of service customers clearly expect… New technology is making it possible to offer a genuinely personalised mobile retail experience, helping consumers make purchasing decisions and even recommend new products, and apps are an ideal platform to deliver this service. Retailers should use these findings as a kick-start to improve their apps before consumers start to turn away.”


Looks like retail apps need some real TLC.



Email Marketing

101 Ways to Grow Your Email List Rapidly

email list

Source: Sleeknote


Growing an email list is complex stuff. Once you’ve figured out where the hell you’re even supposed to start, you find yourself at your wits end trying to think up ways to keep building. Luckily, Rikke Thomsen at Sleeknote has made the ultimate list on how to grow your email list – rapidly. Obviously we can’t tell you all 101 of them – that’s her job. But! We did see some points in there that really stood out to us:

Contact Form

caption form


When people are navigating a website and they have no idea what they’re doing or looking for – they leave. Most customers may need some form of guidance to help them along. Buying online should never result in poor customer service, so setting up a contact form on your site can not only lift the burden from customer services department but it’ll increase the user experience on your site. It’s the perfect lead generator too. Add an email field, comment field, and tell them you’ll be in touch within 30 minutes to help them out. Nice idea.

Facebook Lead Generation

Now this one we thought was really clever. When you have a business page on Facebook there’s a section where you can add a description that tells people what your business is about in a couple of sentences. Use this opportunity to insert a link that takes people to a page to sign up to your newsletter.

Add In An Opt-In to the Checkout

opt in form


The checkout process you use is hopefully maximised to its full potential and usability, so why not add in an opportunity to gain a subscriber at the same time? You know they’re definitely interested, so now is the time they’re most likely to sign up. Simply add a box that they can tick to opt in to updates. Make it simple, not overbearing. Nike have a good example which you can see there.


5 Mistakes To Avoid With SEO In 2017

seo mistakes

Source: Forbes


We’re in February now which means all those New Year’s resolutions you set yourself are probably forgotten. But, we’ve been having a look around and we discovered 10 SEO mistakes you should definitely not be making this year, and we picked the 5 we thought would be most important to you. Because no one wants to make monumental mistakes in this sort of SEO landscape:

1. Your Fab Content Still Won’t Rank Without SEO – Don’t think that just because the content you wrote is top notch that it’s going to perform well regardless. Sure, content is king – but you still need optimisation. Good content is not a substitute for SEO – ever.

2. You Won’t Get Links Without Effort – If your content is great then sure, it might get some links. But a lack of strategy will result in 90% of your content sitting empty on your website. The 2016 State of Link Building survey revealed that the most popular link building strategies included guest blogging, link attracting content and getting local citations.

3. Short Pointless Content is Naff – That old fluff people have been producing just doesn’t cut it any more. High rankings are not a possibility for content that is 500 words or less. The longer your content, the better the user experience is and in turn the better the rank. serpID revealed that results in the 10th position tend to have 400 words less than the top 1-3.

4. Ineffective Keyword Research – It’s not just about finding what’s popular now or finding low competition phrases. In 2017 you must identify incredibly relevant keywords to figure out the topics that need to be covered on your site. You should also be using variations of the keyword and related phrases in the content too. Your content must always meet consumer demand at the end of the day.

5. Broken Links – It seems like a no brainer but if you’re including any broken links in your content, not only is it going to irritate your readers, it’ll hurt your SEO. Moved content or deleted links will lead to the wrong re-directs. You can counteract this by using a tool like Broken Link Checker from Screamingfrog. They identify the links that’ll be harming your rankings. And if you wanna be extra sneaky, you can also use it to identify broken links on your competitors websites. Oops.



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Sebastian Paszek

Marketing manager

Controlling the chaos of the digital landscape, Sebastian is a multiplatform executive, project manager and photographer.