emwentworth-blog

[emwentworth-blog]

We’re not worried about the locks on our doors anymore…

How safe are we really? Most people would be lying when they say that they have read all the terms and conditions of using a social media platform or signing up to a subscription like database.

But how does this really effect us?

In the bigger picture most people will tick the box to get the annoying message away, really unknowingly giving their personal and private information away to a company, that tick of a box may also enable that company to sell your information onwards to other companies for ‘Spam’ calls. “Regardless of how you feel about sharing your data with big companies like Google, it is important to at least understand the information you are sharing.” (Stewart. C, 18/09/2018, https://hackernoon.com/8-smart-ways-to-maintain-your-digital-privacy-13bdec734912) One known and should be not a surprise to most people is that if needed the government can access all your information regardless or what you have tried to delete, hidden or thought was a private conversation.

When the latest technology of the groundbreaking “iPhone X’ arrived there were a few concerns over it’s face scanner to unlock the phone however most people greeted the newest technology with open arms and embrace the change in the phone experience. When questioned in the United States of America, the biometric security method i.e fingerprint and face scanners are actually not protected by the law to assist you. “Similar to your DNA, it is argued that biometrics are physical characteristics beyond the scope of Fifth Amendment protections.” (Navarro, F, 15/10/2018, https://www.komando.com/happening-now/497925/police-told-to-avoid-looking-at-face-id-iphones) The question that is asked is, is this an issue to you? Millennials onwards tend to have no issue with the openness of privacy, this has been argued that, they do not due to the fact they don’t know a world without a form of digital marketing communications, so for them this has now become a societally normal aspect of their day to day life.

Privacy issues, can also quickly become law suits, as the founder of Facebook found out quite recently. Due to an attack on his company, caused by a bug infiltrating their software, private information that is still unknown to what extent was infected was taken from the company. The information shared could have been private messages, stored credit cards, birthdays, full names and home addresses that were also listed on the site, which may have been an extreme danger to youth. This leak of private information affected around 90 million people around the world. "We were able to fix the vulnerability and secure the accounts, but it definitely is an issue that it happened in the first place.”(ZUCKERBERG, M, FACEBOOK). Confirmation of this attack went public and later a court case was made against one of the worlds richest self made figures.

This raises the question again, how safe are we really online?

[emwentworth-blog]

Junk Box Material ?

Listening and asking customers what they want is a vital element in any organisations digital marketing communications, better known as DMC. There are many ways you can obtain and listen to your customers feedback, but the best way to improve the customer feedback is to show them the changes being made, to overall drive the customer satisfaction.

But how do you do this in a digital age? … That has a few stumped.

In a world where communications are no longer face to face consultations and buying clothing is as easy as doing it in your living room, how do you successfully keep customers on side and action their feedback? What satisfies the customer to know that their thoughts have made an impact on your business? “Bottom line? Focus on the customer first—the rest will follow.” (Barrett, J, 29/09/2016 https://www.getfeedback.com/blog/customer-satisfaction/)

Listening to your customer seems easy when in reality, it is quite hard. Customers will have different thoughts about your products and most will contradict each other. Finding a medium channel is hard to do in a digital marketing communication world, the world wide web is an 24 hour service that operates every day. Not all business are able to get on top of this or master the art of pleasing all customers. “Provide at least a dedicated feedback email—for example, feedback@xyz.com. If there are any complaints, customers can communicate their grievances through this email.” (Pal, J, 23/07/2018, https://www.optimonk.com/15-ways-e-commerce-websites-get-customer-feedback/)

An Australian brand ‘Showpo’ has listened to customer feedback to make a move, one first of its kind. the company has started posting images of clothing on their website, with two models wearing the exact same item of clothing. One of these models is on average an Australian size standard 4-8, where the other model is a size 14-18, as seen on the link.  (www.showpo.com.au)

This move was then shortly followed by the world wide brand ‘ASOS’. The brand now shows up to three different sized women side by side wearing the same clothing pieces to better assist woman. This brand is already known from listening to its users and creating its own sub-categories of fashion-ware. “In addition to the new tactic, the store also sells clothing made especially for tall women, petite women, and curvy women - and has long been considered a reliable place for all women to find clothes that fit.” Ritschel, C, 22/03/2018, https://www.independent.co.uk/life-style/fashion/asos-model-clothes-same-sizes-different-plus-size-curvy-clothing-a8269471.html) ASOS, have actively listened and tracked what their users feedback is to then increase their customer satisfaction to catering to a diverse range of body types and showing these to the online viewer, making the experience of purchasing online, a little less stressful.

You can’t please everyone, but you can ensure you have the right techniques and feedback in line to satisfy your customers with your brand.

Still not to bad for the Aussies….

[emwentworth-blog]

To Be Seen ...

Clothing companies around the globe are investing money into sending influencers or celebrities pieces of clothing to wear in the hopes that they will and it will have a massive impact on their business. These clothing companies can range from fine couture wear to everyday affordable pieces for everyone. “No longer do fashionistas rely on the latest issue of Vogue to tell them what’s hot this season. It’s all about social media……And, what’re the bloggers and influencers on your news feed into this month?” (Willberg, A, 10/05/2018, http://digitalmarketingmagazine.co.uk/social-media-marketing/how-social-media-and-its-influencers-are-driving-fashion/4871/#disqus_thread)

Building a trust between an online shopper and your product may seem impossible to establish in the first few minutes of them browsing your landing page. Utilising current influencers that are significant to your targeted demographics is key to building trust between you and the customer.

“You don’t usually trust a person at a cocktail party who comes up to you and brags about himself or herself and spouts fun facts about his or her personality to convince you to be a friend. But you often believe your mutual friend who vouches for that person. An influencer is the mutual friend connecting your brand with your target consumers.” (Matthew, K, N.D https://neilpatel.com/blog/guide-to-influencer-targeting/)

In a rapidly changing and diversifying digital world, all clothing companies have to stay before the trend and relevant to their targeted demographics. There has been reported stories where celebrities will have an active role in choosing their own clothing and looks. This has happened to more than one Australian fashion brand. This not only happens to influencers, but also the British Royal Family, it is quite known that if Kate or Meghan step out in an outfit, for that outfit to sell out within online and in store shops within minutes. This shows the high impact one significant person can have with a large following on an unsuspecting clothing brand.

Blackmilk, was asked to create and develop several looks for an unknown client that wished to have them apart of a show. Like any brand they were happy to compile with the mystery person to proceed with making and shipping their clothing. It wasn’t until the world famous Coachella festival that this brand saw their clothing from Australia on a world wide broadcasted event. This event lead to the overnight hype and overall influence into their current digital marketing space.

“history on Saturday night with an unforgettable Coachella performance. Now, you can make your own history — and look like an Egyptian treasure — by purchasing the now-famous King Tut swimsuit worn by Queen Bey's dance troupe that evening. The custom one-pieces were designed by Australian fashion house BlackMilk” (Prant, D, 16/04/2018, https://fashionista.com/2018/04/buy-beyonce-coachella-dancers-blackmilk-outfits) This smaller Australian known brand went from being known in Australia and having a smaller store in Las Angeles, to now being known across the globe and having not only the items shown on the famous Beyonce performance sold, but also other products on the website.

How an unknown collaboration with one person amounted to the Australian brand utilising their exposure, to up-sell their other items and overall influence their products to most markets.

Not to bad for an Aussie…