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The Innovation Report

Last updated: 19/10/2009

The Innovation Report Last updated: 19/10/2009

Econsultancy London

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Copyright © Econsultancy.com Ltd 2009

Published October 2009


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and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2009

Contents

1. About this report .............................................................. 1

2. About Econsultancy ......................................................... 2

3. About Innovation Awards ................................................ 3

4. Innovation by Digital Marketing Discipline .................... 5

4.1. Affiliate Marketing .................................................................... 5

4.1.1. Buy.at - Online interactive video application........................... 5

4.1.2. KnickerPicker - The online dressing room ............................... 6

4.1.3. TwitterLit - Affiliate links via Twitter ....................................... 7

4.1.4. eBay / R.O.Eye – Quality-based CPC modelError! Bookmark not defined.

4.1.5. Skimlinks – Affiliate monetisation tool .................................... 9

4.1.6. Easy Content Units................................................................... 10

4.1.7. Sky betting and gaming – SEO challenge ............................... 11

4.2. Email Marketing ...................................................................... 12

4.2.1. eBags - Best time to send your email ....................................... 12

4.2.2. Thomas Cook – Holiday Hotspots ........................................... 13

4.2.3. Buy.com – Tweet n Seek email campaign ...............................14

4.2.4. ABB Instrumentation / IAS B2B Marketing ........................... 15

4.3. Mobile Marketing ..................................................................... 16

4.3.1. Layar – World‘s first augmented reality browser ...................16

4.3.2. BMW – Winter tyres campaign................................................ 17

4.3.3. Yelp – Augmented reality iPhone application ....................... 18

4.3.4. Nearest Tube application ..........................................................19

4.3.5. Microsoft Tag- Image recognition code.................................. 20

4.4. Multichannel Marketing .......................................................... 21

4.4.1. Houston Fence - Seamless mobile content via QR codes ...... 21

4.4.2. Social Flowers - Send flowers through social networks ........ 22

4.4.3. Signposter – Offline advertising booking platform ............... 23

4.4.4. lastminute.com fonefood - Restaurant booking service ....... 24

4.4.5. Nike PHOTOiD - Personalized products using mobile camera phones .......................................................................... 25

4.4.6. Intimis Tracker - Tracking consumer leads via Personal URLs .......................................................................................... 26

4.4.7. Fresh Egg: CallTrackID ........................................................... 27

4.5. Online Advertising .................................................................. 28

4.5.1. Tailgate Technologies - Transactional banner ads ................ 28




4.5.2. InSkin - User-friendly video ad format .................................. 29

4.5.3. Criteo – Behavioural retargeting ............................................ 30

4.5.4. Ad pepper media – SiteScreen Network semantic ad solution ...................................................................................... 31

4.5.5. Open IMU – IMU advertising format..................................... 32

4.5.6. Rockabox media – shutters ad format ................................... 34

4.5.7. VideoEgg – Ad frames advertising format ............................. 35

4.5.8. The Rubicon Project ................................................................. 36

4.6. Social media and Online PR .................................................... 37

4.6.1. ―Will It Blend?‖ - BlendTec‘s viral video campaign ............... 37

4.6.2. Innocent - The Big Knit ........................................................... 38

4.6.3. Virgin America - Social media to create customer demand.. 39

4.6.4. Starbucks - Crowdsourcing through MyStarbucks Idea ....... 40

4.6.5. Innocent - Promoting AGM through Twitter ..........................41

4.6.6. Dell - Community-driven innovation through IdeaStorm .... 42

4.6.7. Photobox – API integration with Facebook and Flickr ......... 43

4.6.8. Quirk eMarketing – IdeaBounty ............................................. 44

4.6.9. Barriliance – social widgets for e-commerce personalisation ......................................................................... 45

4.6.10. Pluck – Social media application server ................................. 46

4.7. Search Marketing .................................................................... 47

4.7.1. Greenlight - SearchSentry ....................................................... 47

4.7.2. Like.com - Visual search shopping engine ............................. 48

4.7.3. Sky News - Breaking News PPC campaign............................. 49

4.7.4. Quirk eMarketing –Google Earth SEO strategy .................... 50

4.7.5. Idée – Multicolr Search Lab Flickr set .................................... 51

4.7.6. Summit Media – PPC portfolio manager ............................... 52

4.7.7. Invideous – In-video PPC marketing ..................................... 53

4.8. Usability and User Experience ................................................ 54

4.8.1. Jellyfish - Smack shopping ...................................................... 54

4.8.2. Jessops / PrismaStar - Product search tool ........................... 55

4.8.3. Thomas Cook - Pre-populated booking forms ....................... 56

4.8.4. Amazon Windowshop - Visual shopping tool ........................ 57

4.8.5. Martin + Osa - Shop by Outfit merchandising ...................... 58

4.8.6. Lastminute.com: Radar - Geo-specific product locator using Wi-Fi ............................................................................... 59

4.8.7. oSkope Visual Search - Image search engine ......................... 60

4.8.8. Ving Trip Finder ........................................................................61

4.8.9. Cooliris Firefox add-on ............................................................ 62

4.8.10.mydeco - 3D Room planner .................................................... 63

4.8.11. Lastminute.com: Pronto - New search feature ...................... 64

4.8.12. Zazzle – Product zoom feature ................................................ 65

4.8.13. myVidoop OpenId Image Shield ............................................. 66




4.8.14. Kiddicare / Endeca – Social navigation ................................. 67

4.8.15. SeeYourHotel.com – Book hotels by location ........................ 68

4.8.16. Fits.me – Virtual fitting room ................................................. 69

4.8.17. Sears – First online-only interactive catalogue ...................... 71

4.8.18.Glasses Direct – Interactive video mirror .............................. 72

4.9. Web Analytics and Optimisation............................................. 73

4.9.1. TagMan - Tag content management system .......................... 73

4.9.2. Avail Intelligence - Onsite optimisation ................................. 74

4.9.3. ClickTorch – Predictive personalisation technology ............. 75

4.9.4. Monarch / RedEye – Media mix analysis .............................. 76

4.10. Business Models ....................................................................... 77

4.10.1. Kiva - democratising venture capital .......................................77

4.10.2. Zubka - P2P recruitment services ........................................... 78

4.10.3. Zopa - P2P social lending ........................................................ 78

4.10.4. Razumé - Crowdsourcing resume review ............................... 79

4.10.5. Threadless ................................................................................. 79

4.10.6. WeatherBill - Hedging on bad weather .................................. 80

4.10.7. Farecast - Intelligent airfare predictions ................................ 81

4.10.8.Wonga - Online cash on demand ............................................ 82

4.10.9. Vente-Privee - Recreating the luxury customer experience online ......................................................................................... 83

4.10.10. Financial Times - New access model ................................. 84

4.10.11. Polyvore - User-generated advertising .............................. 85

4.10.12. StyleShake – Bespoke fashion ............................................ 86

4.10.13. GiveTakeDonate – Skills for charity .................................. 87

4.10.14. Tripwolf – Free, customized travel guides ........................ 88

5. Acknowledgements ........................................................ 89

The Innovation Report Last updated: 19/10/2009 Page 1



1. About this report The report focuses on innovative digital marketing tactics or strategies. Rather than just

citing developments which use ‗technology for technology’s sake’, we are looking for examples of

innovation which clearly add value for consumers and businesses, and help them achieve their

goals more effectively.

This means each example included in the report may not necessarily be the first company using

such a tactic but, nevertheless, it stands out as an inventive and pioneering approach to marketing

online for that particular company.

The report is broken down by digital marketing discipline, and includes the following sections:

Affiliate marketing

Email marketing

Mobile marketing

Multichannel marketing

Online advertising

Social media and online PR

Search marketing

Usability and user experience

Web analytics and optimisation

As well as including examples of innovation by category or disciplines, the report also includes a

section on innovative business models.

This report is work-in-progress and will continue to be updated on a regular basis. We are

conscious that there is plenty of innovation out there which has not come to our attention. If you

spot other examples that should be included in future versions then please let us know!

The report is based on information from a variety of sources, including those mentioned in the

Acknowledgements section. The process for building this document included contacting a range

of experts about what and whom we should include. Each idea was then reviewed by

Econsultancy‘s content team. Ultimately, inclusion in the report is at the discretion of

Econsultancy’s content team, which makes the final decision regarding whether each

example meets the necessary requirements.

If there is information that you feel is inaccurate, missing, or incorrectly credited then please get

in touch with Aliya Zaidi: [email protected] or phone +44 (0)20 7269 1450. Likewise,

if you would like to contribute data or research, please contact us.

Please also see the information on page three about our Econsultancy Innovation Awards.

Inclusion in this report does not mean automatic consideration for the awards as there is a

separate process for submitting entries.

mailto:[email protected]

mailto:[email protected]

http://econsultancy.com/events/innovation-awards




2. About Econsultancy Econsultancy‘s reports, events, online resources and training help an international community of

more than 80,000 digital marketers make better decisions, build business cases, find the best

suppliers, look smart in meetings and accelerate their careers.

Econsultancy, which has offices in London and New York, is an award-winning online publisher

of reports covering best practice, user experience benchmarking, market data, trends and

innovation, and supplier selection. Econsultancy is an invaluable resource for internet

professionals who want practical advice on all aspects of e-business.

Econsultancy also operates a highly popular training division, used by some of the world‘s most

prominent brands for staff education, both in-house and via public courses. Econsultancy

provides training across all areas of digital marketing and at all levels from one-day courses to an

MSc in Digital Marketing.

In addition, Econsultancy hosts more than 100 conferences and events a year, including the

Online Marketing Masterclasses, the annual Future of Digital Marketing conference, the Peer

Summit, Roundtables, Briefings and a range of social events.

Econsultancy also runs the prestigious Innovation Awards where pioneering work carried out in

the world of digital marketing and e-commerce is judged by an international panel of

experts from companies themselves known for innovation.

The Econsultancy.com site now attracts 175,000 unique users per month where they access

research, read the blog and take part in discussions in the forums. And as a portal to the digital

marketing community, Econsultancy members can also link up with other members and digital

suppliers through the directories, as well as find a new job or new digital talent using the job

listings.

Some of Econsultancy‘s members include: Google, Yahoo, Dell, BBC, BT, Shell, Vodafone,

Yell.com, Oxfam, Virgin Atlantic, Barclays, Carphone Warehouse, IPC Media, Deloitte, T-Mobile

and Estée Lauder.

Join Econsultancy today to learn what‘s happening in digital marketing – and what works. Call us

to find out more on +44 (0)20 7269 1450 (London) or +1 212 699 3626 (New York). You can also

contact us online.

http://econsultancy.com

http://econsultancy.com/reports

http://econsultancy.com/reports

http://econsultancy.com/training

http://econsultancy.com/training

http://econsultancy.com/awards

http://econsultancy.com/

http://econsultancy.com/membership_plans

http://econsultancy.com/about/contact

http://econsultancy.com/




3. About Innovation Awards Since 1999, Econsultancy has been a leader in bringing together the digital marketing and e-

commerce communities and helping the industry to learn, share, experiment and innovate.

Last year, we launched the industry‘s only Innovation Awards, designed to give clients, suppliers

and agencies recognition for genuine innovation and success in digital marketing.

This year, we have assembled an international judging panel from companies known for

innovation, such as Honda, The Guardian, lastminute.com, Orange, Mindshare, Channel 4,

Google, Isobar, PHD Media, Unilever and Poke.

This year‘s global panel includes digital gurus Avinash Kaushik, Jeremiah Owyang,

Sidharth Rao, and Dr. Dave Chaffey.

Our team of experts are looking for an approach, idea, practice or technology which holds out the

promise of being a smarter, better, way of doing things in the digital space. Not just new for the

sake of being new, but a fresh take on solving a particular challenge or improving on the norm.

There are 22 awards categories, each relating to innovation in a chosen discipline or area,

including a special ―People‘s award‖ for the most influential person in Digital Marketing:

Innovation in Affiliate Marketing

Innovation in B2B Digital Marketing

Innovation in E-commerce

Innovation in Email Marketing

Innovation in Lead Generation Online

Innovation in Mobile Marketing

Innovation in Multichannel Marketing

Innovation in Online Customer Service

Innovation in Online Marketing Research or Customer Insight

Innovation in Online PR

Innovation in Paid Search / PPC

Innovation in Rich Media and Video

Innovation in SEO / Natural Search

Innovation in Social Media

Innovation in User Experience

Innovation in Web Analytics and Optimization

Innovation in Web Content Management

Most Innovative Digital Agency

Most Innovative Digital Marketing Team

Most Innovative New Technology

Most Innovative Online Advertising Campaign

Most Innovative Person in Digital Marketing




The Innovation Awards offer high credibility in the industry and beyond. This is your chance to

receive acclaim as an innovator, be recognized by your industry peers and stand out from the

crowd.

The Innovation Awards are open to:

Individuals, client organizations, suppliers and agencies (you may nominate your own work

or on behalf of a client or supplier).

Product, services or activity related innovations that have been made in the last 12 months

All countries

Taking place entirely online, these awards recognize innovation on a global scale: good innovation

has no boundaries!

Visit http://econsultancy.com/events/innovation-awards for further information. For more

details about the entry process and the information we're looking for on the entry form, please see

the "How to enter" page.

Please note that the deadline for entries is the end of October 2009.

What do we mean by Innovation?

"Innovation - an approach, idea, practice or technology which holds out the promise of being a smarter, better way of doing things. Not just new for the sake of being new, but a fresh take on solving a particular challenge or improving on the norm."

Ashley Friedlein, CEO and Co-founder, Econsultancy

http://econsultancy.com/events/innovation-awards

http://econsultancy.com/awards/how




4. Innovation by Digital Marketing

Discipline

4.1. Affiliate Marketing

4.1.1. Buy.at - Online interactive video application

Category: Affiliate Marketing

Company: Littlewoods Direct

Agency: Buy.at

Buy.at‘s interactive video advertisements use technology developed by Coull, and feature models

wearing clothing from LittlewoodDirect.com site. The ads allow users to click on individual items

of clothing, which are then redirected to their own customized dedicated product page.

Each item of clothing and accessory featured in the video has been assigned its own tag. The

activity is tracked to ensure affiliates are paid the correct commission for the activity they

generate, allowing affiliates to get paid commission for each individual item that they sell.

Buy.at tracks clickthroughs, sales and cost-per-acquisition commissions by integrating video tags

with its tracking and campaign analytics. If the LittlewoodsDirect.com video advertisement is

copied from an affiliate‘s site and pasted into another website or a customer‘s social network

profile, Coull‘s technology ensures the tracking and reporting remains embedded. This means

that affiliates can be certain that they will be rewarded for all the activity they generate, even

when it is indirect.

The video advertisements are effective not only for the user, who can click straight to purchase on

the item that they are interested in, but is also fairer for affiliates, as it allows them to only earn

commission from the specific item that they sell.




4.1.2. KnickerPicker - The online dressing room


Company: KnickerPicker / BeCheeky.com

URL: http://www.knickerpicker.com

KnickerPicker, an affiliate site for BeCheeky.com, uses real-life models, to allow users to virtually

see how underwear fits in an ‗online dressing room’.

The site makes clever use of Flash video and rich media, and allows users to virtually manipulate

the models. The user can select the item of choice from a wide selection of different product, and

command the model to turn around, come closer, or take a walk on the catwalk.

Obviously engaging, slightly cheeky and clearly fun, KnickerPicker makes it easier for both

women to buy underwear online, and for men to choose an appropriate gift for their partners.

The site is part of a growing trend of sites demonstrating greater convergence between the online

and in-store retail experience. Whilst other retailers are beginning to use rich media in their

online retail environment, KnickerPicker stands out as an example of a company using Flash

video in an effective, compelling and fun way.




4.1.3. TwitterLit - Affiliate links via Twitter


Company: TwitterLit.com

URL: http://twitter.com/TwitterLit

TwitterLit is a Twitter account that uses a daily game to test users‘ literary knowledge and

consequently redirect them to an affiliate site.

TwitterLit is actually an affiliate of Amazon.com. It works by providing the first few lines of a

book, along with an affiliate link to Amazon.

The site provides no author or book title information, challenging Twitter users to guess the book

or author. Once the game‘s participants guess the title of the book, they click on the

accompanying link to check the answer.

This is a novel tactic to drive higher levels of traffic to the affiliate site, as the game format

provides an inbuilt incentive, and makes effective use of Twitter by tapping into the Twitter user

base.

Specific sites have been set up for the UK, the USA and Canada, and a separate site, Kidderlit

provides links to books specifically for children.

http://twitter.com/TwitterLit

http://www.kidderlit.com/

http://twitter.com/KidderLit




eBay Partner Network – Quality-based CPC model


Company: eBay / R.O.Eye

URL: http://bit.ly/9E1BT

eBay recently revamped its affiliate marketing program with a new quality-based cost-per-click

model, replacing the traditional cost-per-acquisition model. Affiliates are paid based on an

algorithmic scoring model, which rewards affiliates who drive quality traffic.

The model replaces the standard last-click-wins model, which rewards all affiliates equally for

sales or new users that happen within the cookie lifetime, regardless of whether the sale happened

as a directly result of the affiliate‘s activity or the new user was worth the amount paid by the

merchant.

Quality Click Pricing rewards affiliates based on the quality of the traffic they send to eBay, by

valuing purchases that happen closer to the click more highly than those that occur towards the

end of the cookie period and taking into account the lifetime value of new users.

The quality-based CPC model is seen as a fairer payment system as it provides greater

transparency and incentives for affiliates to drive high quality traffic.

http://bit.ly/9E1BT




4.1.4. Skimlinks – Affiliate monetisation tool


Company: Skimlinks

URL: http://skimlinks.com/

Skimlinks is a monetisation tool that converts publisher links into affiliate links via code in the

site‘s footer. The code allows the site‘s outgoing links to be sent out to more than 7,000 merchants

worldwide across 18 affiliate networks, enabling publishers to earn commission more easily.

Skimlinks also enables deep-linking for publishers and sites that don‘t normally enable this.

Additionally, Skimlinks centralizes all reporting, so instead of having to log-in to multiple affiliate

networks to review activity, reports are aggregated into a simple user interface.

By automating a time-consuming, manual process, Skimlinks allows publishers who don‘t have

the capacity or ability to apply affiliate marketing to earn commission from their content and

integrate affiliate marketing into their marketing strategy.

http://skimlinks.com/




4.1.5. Easy Content Units


Company: Easy Content Units

URL: http://www.easycontentunits.com/

East Content Units is the UK‘s first ―multi-network, fully customizable content unit system‖, and

incorporates more than 8 million products from nearly 1000 merchants across 12 affiliate

networks.

Users search for products and can add them to their content unit at the click of a button.

Initial testing revealed that placing Easy Content Units on product pages and replacing products

pages resulted in a 200% increase in clickthroughs, with conversion being nearly double of the

banner and text links. Effective CPM of the product page increased by 488%.

A free version of the service also exists. This works on an 80/20 split so that the user‘s affiliate

links are shown 80% of the time, and replaced with ECU‘s affiliate links 20% of the time.

http://www.easycontentunits.com/




4.1.6. Sky betting and gaming – SEO challenge


Company: Sky

URL: http://affiliateblog.skybet.com/2009/07/free-content-for-all-affiliates.html

Sky set up an internal eight-week competition called the SEO challenge, which provided affiliates

with free content written by Sky‘s 250-strong workforce. The scheme rewards employees for

writing about specific topics determined by affiliates.

Affiliates were invited to request editorial content on chosen topics and key words. Sky gaming

staff would then write 350 words on that chosen subject and the content was evaluated using a

five-point scoring system.

The content was optimized by Sky‘s in-house SEO team if necessary, using the affiliate‘s chosen

keywords and is completely unique. Following optimisation, the content is sent back to the

affiliate to be published as they wish.

To prepare for the SEO challenge, employees were sent on workshops to get training on how to

write content for SEO. In reward, employees received a range of prizes for their efforts, including

cash bonuses, team nights out, and days holiday.

The scheme is an example of a ―win-win‖ for all the parties involved. The affiliates get access to

free content, whilst employees are rewarded for producing content through bonuses and other

incentives. In addition, the SEO challenge serves as an effective means to strengthen Sky‘s

relationships with its affiliates.

http://affiliateblog.skybet.com/2009/07/free-content-for-all-affiliates.html




4.2. Email Marketing

4.2.1. eBags - Best time to send your email

Category: Email marketing

Agency: Silverpop

Company: eBags

URL: http://tinyurl.com/2tanob

A study by online retailer, eBags, used an innovative tactic to work out the ideal time to send

emails to individual users to ensure optimal deliverability and engagement.

Choosing the best time to send out email is a key issue for email marketers, but the optimal time

of the week is usually selected on a general one-size fits-all basis.

However, research by eBags aimed to analyse the best individual times to send out email. The

research worked on the hypothesis that if users were available to sign up to an email list at a

certain time, then they would be far more receptive to receiving an email at the same time as

when they signed up.

eBags individually calculated the best time to send the email by looking at the behaviour of each

user within the email list, recording when the exact time when they signed up to the list.

eBags found that sending the individually timed emails resulted in:

Click-through rates increasing by 20%.

Conversion rates increasing by 65%.

Average value per order increasing by 45%.

Overall average revenue per recipient increased by 187%.

Whilst the email campaign was incredibly effective, eBags did not employ this technique in all of

their campaigns. Larry Martin, Head of the program, explained that sending out individually

timed emails is both very time-consuming as well as technically difficult.

Whilst the technology doesn‘t currently exist to fully automate the process (meaning that sending

the emails is highly time-consuming and therefore impractical), nevertheless, individually

choosing the best time to send emails in an example of an innovative email-marketing tactic with

demonstrably effective results.

http://tinyurl.com/2tanob




4.2.2. Thomas Cook – Holiday Hotspots


Company: Thomas Cook, in association with Ceros and Big Kid

URL: http://cde.cerosmedia.com/1E485b7832b32c5592.cde

http://cde.cerosmedia.com/1J48f7626740a9a329.cde

Holiday Hotspots is Thomas Cook‘s interactive travel magazine, launched in 2008. Thomas Cook

wanted to present their customers with valuable and interactive content. The first edition of

Holiday Hotspots was innovative, as it contained relevant content (such as resort features and

aspirational imagery), video footage including interviews with customers, and clickable editorial

features. For example, the Interactive Calendar offered month by month editorial and video

advice on where to go and why. All features allowed the user to click through to conversion

landing pages on www.thomascook.com.

The first issue of the magazine resulted in 50,000 visits from unique users a month after it was

sent, with clickthrough rates to www.thomascook of 53.5%. ‗Conversion from clickthrough‘ rate

for issue 1 was 40% higher than for regular commercial emails. The multichannel, multimedia

nature of the interactive magazine creates an engaging medium for customers and adds value to

their online experience.

―Our intention was to change the way we communicated with our customers, something which would also give

Thomas Cook a leading edge, and we believe that the result of this strategy, Holiday Hotspots, is a travel industry

first. Whilst there have been many attempts to digitize holiday brochures and implement successful commercial

email campaigns, our intention with Holiday Hotspots was to send our customer database much more than just

an online brochure or a standard offer-filled email; we wanted to offer our customer database something of real

content value.

―We at Thomas Cook truly feel that this is a significant innovative step. While there have been many flavours of

online travel brochures, they‘ve all been a variation on a common theme: the printed brochure. To our

knowledge, Holiday Hotspots is the first travel magazine to be designed specifically to exist online.‖

Thomas Cook

http://cde.cerosmedia.com/1E485b7832b32c5592.cde

http://cde.cerosmedia.com/1J48f7626740a9a329.cde?campaignID

http://www.thomascook.com/

http://www.thomascook/




4.2.3. Buy.com – Tweet n Seek email campaign


Company: Buy.com

URL: http://www.buy.com/tweetnseek/

Buy.com‘s Tweet n Seek campaign it integrated email and Twitter into an effective multichannel

engagement strategy.

Buy.com dedicated an entire email to their Tweet n Seek, an online contest that involved a

number of popular websites as well as its own commerce site.

Tweet n Seek is an online scavenger hunt, whereby users trawled several sites to find the answers

to up to 20 questions. Through the dedicated email, users were invited to become a follower of

Buy.com on Twitter, and wait for the first question.

Each question led to a different site on the web. The answers related to specific products and

websites, which users would search for across Facebook, Twitter Fandango, YouTube, as well as

the Buy.com site. Clues were provided about how to find the answers on different web locations,

and once on the right site, the user was notified and given the next question. Upon completion,

users then had to post the answers on Buy.com‘s Facebook wall.

Prizes included an unlocked iPhone, Slingbox set-top box, $500 movie gift certificate, and a

Toshiba portable hard-drive.

The aim of the campaign was to expose new and existing customers to as many of Buy.com‘s

products as possible. The campaign not only encouraged users to engage with Buy.com via

Twitter, but it also meant that they were engaging through various other channels and sites,

looking for Buy.com products.

This was a creative and effective use of email and social channels to build buzz and brand

awareness. In total, Tweet n Seek was effective in attracting 250,000 visitors.

http://www.buy.com/tweetnseek/




4.2.4. ABB Instrumentation / IAS B2B Marketing


Company: ABB Instrumentation / IAS B2B Marketing

ABB Instrumentation is a supplier of process instrumentation products and services. As part of

the development of a new range of flow meters, ABB wanted to launch the OriMaster, a new

differential pressure orifice plate flow meter.

Working in conjunction with IAS B2B Marketing, ABB launched an email campaign to promote

the new range of flow meters. In order to make the most of the campaign, IAS developed a

specialized email platform that automated the email communications process is response to

changing user behaviour. The objective was to create a more personalized experience for the user.

The technology recognized whether the first email sent out had been opened or not. If not, the

platform sent it again a week later. If the user had opened the email but not clicked through to the

landing page, the platform sent another reminder two to three days later.

If the user did decide to click through, then a thank you email was automatically sent with the

contact details of an ABB engineer or relevant distributor, creating a follow-up opportunity for a

face-to-face sales engagement.

The platform was effective as it created a higher level of engagement through email. The results of

the campaign were that the automated resent emails doubled the number of responses from the

initial email, and clickthrough rates increased to 11% for all opened emails.

―This new and innovative digital platform has moved ABB ahead of the game in terms of communications and positioning in the marketplace. The information-rich experience we have created delivers perfectly on our strategic proposition and clearly differentiates us from the rest of the marketplace. Our sales force and channel partners can now take advantage of the opportunities developed to generate real product sales.‖

Layla Hewitt, Marketing Manager, ABB UK Instrumentation




4.3. Mobile Marketing

4.3.1. Layar – World‘s first augmented reality browser

Category: Mobile marketing

Company: Layar

URL: http://layar.eu/

http://www.youtube.com/watch?v=b64_16K2e08

Layar is the world‘s first augmented reality browser for mobiles phones, and works by overlaying

information about your surroundings onto your camera phone viewer.

The application, mixing digital information with reality, currently works on the Android platform.

Android has all the features necessary for an augmented reality application to work, including

GPS, a compass, and a camera. However, Layar are also building browsers compatible with the

iPhone and other platforms, including Symbian and Windows.

One application of the browser includes finding houses for sale, which are displayed using dots on

the screen. The information bar displays the address of houses and the price. Settings can be

changed to allow the user to find exactly the type of houses they are looking for, and they can also

choose to get additional information from the estate agent.

Augmented reality is an exciting new frontier in mobile marketing, as the ability to fuse digital

information with real-life surroundings provides endless opportunities for marketers. Although

the technology is still very much in its infancy, more exciting new applications are beginning to

come to the forefront.

Layar – world‘s first augmented reality browser

http://layar.eu/

http://www.youtube.com/watch?v=b64_16K2e08




4.3.2. BMW – Winter tyres campaign


Company: BMW

URL: http://communities_dominate.blogs.com/brands/2008/09/engagement-ma-1.html

http://communities-dominate.blogs.com/brands/2008/12/the-bmw-winter.html

BMW‘s MMS campaign in Germany highlights the effectiveness of engagement marketing

through the mobile channel. The campaign was timed, targeted to individual consumers, and

highly personalized.

In the winter in Germany, cars require a separate set of snow tyres. Customers who buy cars in

the summer have summer tyres fitted, and need to purchase snow tyres.

BMW had data on their recent customers, including their mobile phone number, car model and

wheel types. From this, BMW could work out which winter tyre model would need to be fitted on

to each car.

Using data about recent sales, BMW segmented their customer base, focusing only on those BMW

customers who had owned their car for less than a year and purchased their car in the summer or

autumn. Customers with cars older than a year old would already have purchased winter tyres

during the previous year.

BMW‘s MMS campaign customized the image of the car that the customer had bought with the

colour of the car and the rims purchased. They then virtually placed the tyres that the customer

would require onto the image and waited for the exact right moment to send the picture message.

The key advantage of mobile over other channels is the ability to send messages in a timely and

relevant manner, so BMW waited until the first day that it started to snow in Germany, before

sending out the MMS.

The MMS also included a link to a separate mobile site with other tyres and rims, enabling the

customer to experiment with the tyre simulator before making a purchase.

The campaign was successful due to BMW‘s ability to recognize the key opportunities from the

mobile channel. The results speak for themselves: the conversion rate from messages sent to

actual tyres purchased was 30%, and the campaign earned a staggering $45 million in new

business.

http://communities_dominate.blogs.com/brands/2008/09/engagement-ma-1.html

http://communities-dominate.blogs.com/brands/2008/12/the-bmw-winter.html




4.3.3. Yelp – Augmented reality iPhone application


Company: Yelp

URL: http://econsultancy.com/blog/4572-yelp-embeds-augmented-reality-into-iphone-app

Recognising the opportunities from augmented reality, Yelp added a new feature to their existing

iPhone application for 3GS users.

The new feature works by shaking the phone a few times. This activates the augmented reality

function of the app, making a new button visible at the top of the screen. The user clicks this

button (labelled ―Monocle‖) to access a camera with a digital overlay.

The overlay includes markers with links to additional information about surrounding areas,

including bars and restaurants. The user rotates the iPhone to reveal the markers and navigate

towards them.

http://econsultancy.com/blog/4572-yelp-embeds-augmented-reality-into-iphone-app




4.3.4. Nearest Tube application


Company: acrossair

URL: http://www.youtube.com/watch?v=5fZk0HaIs4s

http://www.acrossair.com/acrossair_app_augmented_reality_nearesttube_london_for_iPhone

_3GS.htm

The ―Nearest Tube‖ application for the iPhone (created by application developer, acrossair) uses

the iPhone‘s internal GPS and augmented reality to coordinate the user‘s location and determine

where the nearest Tube station is.

The app overlays information on the iPhone‘s camera using augmented reality to display the

name, location, and distance to the nearest Tube station. The software also lists the lines available

at that particular stop.

Acrossair also offers similar applications for other underground and train systems around the

world, including the New York subway, the Chicago transit, and the Paris metro.

Its ―Nearest Places‖ is an augmented reality browser that uses 3D navigation to point out the

nearest pubs, restaurants, hotels, museums and other local places of interest in the vicinity.

Holding the iPhone flat changes the view to Google Maps to allow the user to find their exact

location.

http://www.youtube.com/watch?v=5fZk0HaIs4s

http://www.acrossair.com/acrossair_app_augmented_reality_nearesttube_london_for_iPhone_3GS.htm

http://www.acrossair.com/acrossair_app_augmented_reality_nearesttube_london_for_iPhone_3GS.htm




4.3.5. Microsoft Tag- Image recognition code


Company: Microsoft

URL: http://www.microsoft.com/tag/

Microsoft Tag is Microsoft‘s own proprietary mobile tagging system. Working in a similar way to

QR codes, the tag transforms physical media (including print advertising, billboards, product

packaging and information signs) into live links that users can access via their mobile phones.

The tag works in a similar way to an image recognition code; the user points their camera phone

at the tag to access mobile content, such as videos, rich media content, music, social networks and

promotions.

Possible applications of the technology include the real estate market. Estate agents can publish

the Tag on the ―For Sale‖ sign and potential buyers can access sales information by pointing their

camera at the sign to get information via their mobile phone.

The technologies behind the Tag are High Capacity Colour Barcodes (HCCB), which were

invented by Microsoft Research. The Tag is designed to even work with cameras that have low

resolution. Microsoft claims that advanced data-processing techniques allow decoding of out-of-

focus images, allowing Microsoft Tag to work with a wider range if different camera phones.

The tag can be used across a wide variety of offline media, presenting opportunities for marketers

to integrate their marketing across a range if different channels.

The advantage of the Microsoft Tag over other image recognition codes is that they can be

customized to match the style and feel of the product. The tags can be manipulated using design

software to overlay the Tag graphic file over an existing image. In addition, the code is much

smaller than either QR codes or datamatrix codes, allowing marketers to make the most of the

space available to them.

http://www.microsoft.com/tag/




4.4. Multichannel Marketing

4.4.1. Houston Fence - Seamless mobile content via QR codes

Category: Multichannel marketing

URL: http://houstonfence.mobi/?page_id=2

The Houston Fence is a temporary outside installation that uses QR-code patterns. The fence is a

two-sided structure that uses put-in cups to create a permeable pattern. When these patterns are

scanned by mobile phones, this allows the user to seamlessly connect to online content, including

websites and blogs.

―A QR Code is a matrix code (or two-dimensional bar code)… The ‗QR‘ is derived from ‗Quick Response‘, as the

creator intended the code to allow its contents to be decoded at high speed. QR Codes are common in Japan

where they are currently the most popular type of two dimensional codes.

―Although initially used for tracking parts in vehicle manufacturing, QR Codes are now used in a much broader

context, including both commercial tracking applications and convenience-oriented applications aimed at mobile

phone users (known as mobile tagging).

―QR Codes storing addresses and URLs may appear in magazines, on signs, buses, business cards or just about

any object that users might need information about. Users with a camera phone equipped with the correct reader

software can scan the image of the QR Code causing the phone's browser to launch and redirect to the

programmed URL. This act of linking from physical world objects is known as a ‗hardlink‘ or physical world

hyperlinks.‖

Wikipedia

The fence can be read at different scales and speeds (i.e. for cars, pedestrians and cyclists) and the

online content accessed from any mobile phone that can read QR codes.

Source: www.trendwatching.com

http://houstonfence.mobi/?page_id=2




4.4.2. Social Flowers - Send flowers through social networks

Category: Multichannel Marketing

Company: Social Flowers

URL: http://www.springwise.com/retail/real_flowers_for_virtual_pals/

Online florist Social Flowers allows consumers to send real flowers (not virtual gifts) to their

Facebook friends in the US and Canada without the disclosing personal details of the sender or

the recipient.

Users install the application to their Facebook profiles, select a recipient and choose a gift and

then pay. The recipient is then sent an email by Social Flowers requesting their address, and then

flowers are delivered by a local florist in a Social Flowers‘ network of over 30,000 florists.

Although the application is currently only available through Facebook, Social Flowers plans to

extend the application to other social networks in the future.

Source: www.springwise.com

http://www.springwise.com/retail/real_flowers_for_virtual_pals/

http://www.springwise.com/




4.4.3. Signposter – Offline advertising booking platform


Company: Signposter

URL: http://www.signposter.com/SignPoster_index.aspx

Signposter.com is a service that allows businesses to buy and create outdoor advertising.

The site uses a Microsoft Virtual Earth mash-up to allow companies to find possible locations for

outside advertising. As well as finding possible locations for ads, the site features a creation tool

that allows businesses to design their own ad and upload it to the website.

The service is innovative, both from a business model perspective and in terms of user experience,

as it links an online platform to offline advertising. The site is a potential game changer, as it

allows smaller businesses to undertake high quality advertising at a local level, whereas as

previously this would have been the domain of larger-sized companies with big advertising

budgets.

In terms of user experience, the site provides a good application of a Microsoft Virtual Earth

mash-up that makes it easier for the user to find locations to place their advertising. Additionally,

the ability to upload their ads means that companies can virtually create their own ads, without

having to consult with an agency in person at a physical location.

http://www.signposter.com/SignPoster_index.aspx




4.4.4. lastminute.com fonefood - Restaurant booking service


Company: lastminute.com

URL: http://labs.lastminute.com/fonefood

Fonefood is a mobile restaurant booking system. Users can access the site, either by texting

"fonefood‖ to a specific number or through their mobile browser, by going to

http://m.lastminute.com.

Users type in a place and the booking system finds restaurants located around that area. After

selecting a specific restaurant, users can book via their mobile phone and will receive

confirmation by text or email.

Fonefood combines a number of key features that are important for the travel industry. It is geo-

specific, Europe-wide and multilingual, and uses the mobile internet.

To offer location-specific services, Fonefood uses Google‘s API via the Gears browser plug-in.

Using the Google plug-in allows the service to be used across a wider range of devices. The service

uses the ID of the cell tower that the mobile is connected to in order to find the user‘s location.

In order to differentiate lastminute.com‘s service from other map-based listings service, the site

allows customers to use various exclusive deals and discounts that can only be accessed through

the fonefood service.

The multilingual element of the service is particularly useful, as it allows an English traveller to

book a restaurant whilst travelling, without having to speak the local language. This service

currently works in English and Swedish, with French and German also being released soon.

http://labs.lastminute.com/fonefood

http://m.lastminute.com/




4.4.5. Nike PHOTOiD - Personalized products using mobile camera

phones


Company: Nike

Agency: AKQA

URL: http://www.akqa.com/nikephotoid/

http://nikeid.nike.com/nikeid/

Nike‘s PHOTOiD mobile marketing campaign allows users to customize trainers using images

taken by their phone. Mobile users shoot any image using their mobile camera phone, which they

can then send to Nike via MMS. Using colour and image recognition technology, NIKE PHOTOiD

customizes a pair of Dunks based on the dominant colours contained within the image. Users can

share this with their friends using MMS and also enter a unique design code at nikeid.com to

customize and purchase the shoes online.

Nike claims that the use of colour recognition technology to create a service is a world first. The

wide availability of camera phones, particularly within the 16-24-year-old demographic

demonstrates that Nike understands its core target market.

NIKE PHOTOiD works as an effective example of how technology can be applied to add a layer of

personalisation to the customer experience and create value for consumers.

―Where past use of MMS in mobile marketing campaigns has typically focused on short-term, one-way

interactions between brands and consumers, NIKE PHOTOiD opens a genuine creative dialogue between the

brand and its audience.‖

Paolo Tubito, Director of Brand Connections, Nike Europe, Middle East and Africa.

―This initiative gives a glimpse of what can be achieved when technology connects a consumer‘s inspirational environment with their natural desire to create.

―NIKE PHOTOiD clearly demonstrates the potential of mobile to add not only reach, but also an innovative new

dimension in creativity and consumer interaction, to an established digital product.‖

Dan Rosen, Head of AKQA Mobile

http://www.akqa.com/nikephotoid/

http://nikeid.nike.com/nikeid/




4.4.6. Intimis Tracker - Tracking consumer leads via Personal

URLs


Company: Intimis

URL: http://www.intimis.com/tracker.aspx

Intimis Tracker is a web-based management system that generates personal URLs, allowing

marketers to easily track the activity of different consumer leads. By generating personal URLs

(or PURLS) for each user, Intimis Tracker provides greater visibility on consumer behaviour,

allowing companies to see which users converted and which did not. PURLs can be added for use

in email, print, SMS and DM campaigns, also allowing greater visibility on which channels are

most effective for generating sales leads.

A case study for Inside Track, a provider of education services for private property investors,

demonstrates how Intimis Tracker can be used. Intimis Tracker was used to generate PURLs,

which were distributed via an email campaign. Hot prospects signed up the site whilst warm

prospects visited the site but did not sign up.

The PURLs allowed Intimis to deliver insight on ―warm‖ prospects, which can then be targeted by

the sales team. Pinpointing only warm prospects meant that time and resources were not wasted

on prospects who had not shown any interest at, i.e. those leads who did not respond at all.

For the second set of emails that followed, only hot prospects were emailed, and messaging was

further personalized, whereas the telesales team only concentrated on targeting warm prospects.

After the campaign had ended, non-respondent data was fed into a CRM system, whilst the

remainder of prospects became customers. Using the Intimis Tracker resulted in a 300% increase

in response rates, with a 50% reduction in cost.

The Intimis tracker works by optimising the efficiency of the contact process, there-by

maximising ROI by reducing wasted marketing effort.

http://www.intimis.com/tracker.aspx




4.4.7. Fresh Egg: CallTrackID


Company: Fresh Egg

URL: http://www.freshegg.com/call-track-id.htm

Fresh Egg‘s CallTrackID technology integrates with Google Analytics to help businesses track

telephone leads from different online channels.

The software divides routes to telephone leads into the following:

Enquiries via a Google Organic Search to site.

Enquiries via a Direct Hit.

Enquiries via Google Adwords Paid Search.

Enquiries via another undefined route

Enquiries via Google Adwords by inputting query, ‗search query‘.

Enquiries via Google Organic by inputting query, ‗search query‘.

Each of these different routes to the site shows up on Google Analytics. It is important to bear in

mind that each ―visit‖ is actually a telephone call, so the same visitor could have called more than

once, and this would show up as multiple visits in Google Analytics.

Each route is then assigned a unique telephone number. When the visitor clicks through to the

site, they are shown a specific telephone number depending on their route to the site.

After the customer calls the call is recorded into a Call Management System. This data is collected

into an email, and parsed through a system that converts it into XML, and fires a call to your site

that contains the Google Analytics Tracking ID.

The data is then recorded in Google Analytics in a separate profile. This allows the marketer to

create comparison reports based on the different routes to telephone leads and determine which

routes to site generate the most telephone leads.

http://www.freshegg.com/call-track-id.htm




4.5. Online Advertising

4.5.1. Tailgate Technologies - Transactional banner ads

Category: Online Advertising

Company: Tailgate Technologies

URL: http://www.tailgatetechnologies.com/en/

Tailgate technologies allow retailers to integrate e-commerce functionality into any online display

unit, including banner ads, viral videos and social network widgets.

This allows consumers to buy directly from the advertisement material itself, rather than

redirecting them to a separate ecommerce site, thus generating a higher volume of immediate and

direct sales.

Several major retailers, financial services companies, online travel companies and entertainment

companies in 10 key global markets are already or are about to use Tailgate.

Companies with ecommerce sites using the technology typically have interaction rates of between

14% and 18%.

http://www.tailgatetechnologies.com/en/




4.5.2. InSkin - User-friendly video ad format


Company: InSkin

URL: http://www.inskinmedia.co.uk/adgallery.php

InSkin is a new ad format that allows publishers to monetize video in a more consumer-friendly,

non-intrusive way. The ‗skin‘ wraps around online videos, much like a banner ad, and remains

wrapped around when the user selects a full-screen view. Users can also click on different

elements of the wrapped around ad, which can display interactive elements or video promos.

Unlike existing video ad formats, such as pre-roll or overlay advertising, the InSkin ad format

allows advertisers to display their branding without interrupting the user experience for the

consumer (although some people may be distracted by the additional branded border). Pre-roll

ads can also be packaged in with the InSkin ad format, combining video with interactivity and

adding an extra layer of visibility to the ad.

―InSkin is a fantastic solution to a problem that has been facing media owners and advertisers for some time:

How to achieve impact and ROI for advertisers without destroying the user experience‖

Pete Wootton, Managing Director Dennis Interactive; InSkin website

―With the InSkin format we can now offer the rich media experience of pre-roll to advertisers supported by

longer brand exposure measurable by the second and an extended opportunity for consumer interaction with the

advertiser. Ultimately InSkin provides more effectively monetized real estate for Emap video content.‖

Nick Jenkins, Group Head of Digital at Emap Advertising; InSkin website

http://www.inskinmedia.co.uk/adgallery.php




4.5.3. Criteo – Behavioural retargeting


Company: Criteo

URL: www.criteo.com

Criteo is a retargeting solution for online advertising. Criteo works by dynamically selecting the

audience for an online advertising campaign. Ad banners are highly targeted, as they are only

displayed to users who have previously visited the relevant ecommerce site, based on behaviour

and navigation history. In effect, ecommerce site owners can interact with users after they have

left the site.

The basis of Criteo‘s technology is that 95% of visitors to an ecommerce site leave without

generating a sale. Displaying highly targeted advertising means that the ecommerce site owner

continues to interface with the customer, after they have left the site.

―Criteo works on an innovative model removing the risk of traditional banner advertising by working on a CPC

performance format instead of on a CPM basis. One of the free benefits to this model is that there is a very strong

post view branding effect associated with these banners. Users will also get the impression that ecommerce sites

have big advertising power as they will be frequently retargeted with branded dynamic banners throughout their

online journey.‖

Criteo

―Criteo's re-targeting solution is incredible in that we‘re actually generating hundreds of sales via the dynamic

product banners while also benefiting from lots of free branding.‖

Paul Doeman from Office

How Criteo works:

http://www.criteo.com/




4.5.4. Ad pepper media – SiteScreen Network semantic ad solution


Company: Ad pepper media

Ad pepper media‘s SiteScreen Network is a semantic advertising solution that protects brands‘

reputations online, by preventing ads from being served next to controversial or inappropriate

content.

The technology is a pre-emptive solution for ad misplacement, as it prevents online display ads

from appearing next to objectionable content. Research from the iCD has shown that ad

misplacement can have a serious effect on brand reputation, and the extent of the problem was

also highlighted in 2007, by the BBC‘s Panorama programme. Research by ad pepper media has

also shown that the extent of objectionable content is growing particularly quickly on social

networks.

The SiteScreen Network uses innovative semantic technology and applies it specifically to the

problem of ad misplacement. This technology came to ad pepper media‘s attention through

patents attained by the linguist Professor David Crystal. The patents covered the semantic

analysis of online page content to understand its meaning. Ad pepper media recognized that this

technology could be applied online advertising, as recognising the entire content of a web page

could allow certain ads to be blocked, if they appeared alongside objectionable content.

The solution allows advertisers to be protected against 12 categories of objectionable content and

additionally grades the severity of the objectionable content. Reporting tools are also provided, in

order to allow advertisers to understand which ads have been blocked and why.

The SiteScreen Network innovatively addresses a real problem for the online advertising industry.

Testimonials

―Protecting our clients‘ brands is an extremely important part of Walker – its ethos and we have developed an

approach to network buys, which we believe represents a gold standard in responsible brand management.

SiteScreen goes one step further to ensure inventory is delivered in the correct environments, hence providing an

additional layer of protection and peace of mind.‖

Greg Fortune, Walker Media

―Ad misplacement can be a problem for advertisers. Regardless of the protection put in place to avoid

objectionable or unsuitable sites, the dynamic nature of the web makes it hard to avoid all problematic content or

inappropriate news. Agencies such as Vizeum need to take the lead in finding solutions for their clients and the

SiteScreen Network is a useful tool in our arsenal.‖

Neil Cunningham, Vizeum

4.5.5.




Open IMU – IMU advertising format


Company: Open IMU

URL: http://econsultancy.com/directories/suppliers/open

http://thisisopen.com

Open build and deploy advertising campaigns using their proprietary display-media broadcast

platform called Open SUITE™, which consists of an innovative online display media format,

called the Open Intelligent Media Unit (Open IMU™) and the Open CMS™.

The Open IMU™ transforms static display media into intelligent, interactive, multi-functional

widgets and applications. These applications can be installed and shared via the web, mobile and

iPTV. The ads can also be distributed via social media channels, increasing their viral potential.

The user can ‗grab‘ the Open IMU™ and install it at their chosen location, such as Facebook.

The Open CMS™ is used to dynamically manage the content and functionality contained within

the Open IMU™. Advertisers can modify the content displayed within the Open IMU™ based on

the following preferences:

User preferences

Platform consumption patterns

IP location

Geographic location

The ads are priced on a cost-per-engagement basis. The definition of ―engagement‖ can vary

across different publishers and client, but Open usually defines this in terms of ―time spent.‖

Open‘s platform is particularly effective due to its flexibility. The platform allows videos to serve

ads through pre-roll, mid, and post-roll formats. In addition, the format has multiple points of

interaction beyond just video, which means a wide variety of media channels can be used to drive

repeat engagement. The figure below summarizes the unique selling points of the Open IMU

format:

An example of an ad campaign that used the OpenIMU format is the Vodafone McLaren

campaign. The IMU contains dynamic functionality that includes photos and videos, live news

feeds, race results and interviews. The ad was served to key publishers, F1 blogs, and integrated

into social media channels, such as Facebook, MySpace, iGoogle, Yahoo widgets, and Netvibes.

The content is designed to engage with users, propagate distribution, and increase repeat

engagement through social channels that the user is familiar with.

The campaign resulted in over 23,000,000 views and over 30,000 unique installs, including

15,000+ on Facebook and15,000+ on iGoogle.

http://econsultancy.com/directories/suppliers/open

http://thisisopen.com/




4.5.6. Rockabox media – shutters ad format


Company: Rockabox media

URL: http://www.rockaboxmedia.com/

Rockabox Media‘s shutter ad format is a brand new ad video format, changing the way that

brands associate themselves with online video content. In addition, the format allows publishers

to monetize video-based content much more easily.

Each video comes with branded title sequences, introducing the main sponsor brand at the start

of the video into the content. This is unobtrusive and does not interfere with the user‘s viewing

experience. The branding then moves onto either side of the video, and the user is provided with

interactive elements and sponsor messaging

The left side is used for branding and sponsorship, and the right side includes interactive

elements, such as email and newsletter sign-ups and links to social media tools. As users read

from left to right, it is logical that the branding on the left is followed by acquisition tools on the

right.

The shutters also expand according to user interaction. This means that anything contained

within the shutters can be viewed by the user, if they choose to click.

This format is unobtrusive as the user can watch the video as they normally would, without

hotspots or ads appearing on the video display itself.

http://www.rockaboxmedia.com/




4.5.7. VideoEgg – Ad frames advertising format


Company: VideoEgg

URL: http://www.videoegg.com/adframes

AdFrames is VideoEgg‘s rich media advertising platform. Each ad comes in two formats:

An invitation

A full page overlay

When users roll over, the ad expands, resulting in a full page overlay. This can be customized for

each individual campaign or product with multiple interactive elements, allowing each ad to have

limitless functionality.

Examples of interactive elements include Twitter links, surveys, downloads, maps, video and

audio content and RSS feeds, as well as viral elements including sharing and embeds.

VideoEgg also offers customers the ability to liaise with designers as part of its VideoEgg Studio.

These designers work with the client to design creative that maximizes user engagement and time

spent.

AdFrames is powered by the AttentionRank platform. This is an optimisation approach that

maximizes the amount of time that users interact with the brand.

AdFrames has inbuilt metrics and measurement tools, that enable customers to measure

interaction with content and time spent with the creative, as well as traditional online metrics

such as clicks to site, and roll-overs. AdFrames also accepts third-party tracking, allowing

integration with other analytics packages and measurement tools.

―AttentionRank is an optimization approach that identifies when and where users are most receptive to a brand‘s

message—evaluating media not on an impression basis but on its ability to capture attention. By evaluating three

key factors—engagement with the ad, time spent with a brand message and secondary user actions such as click-

through rates—AttentionRank enables us to understand where to place brand messages, in order to capture more

user time and attention.‖

http://www.videoegg.com/attentionrank

http://www.videoegg.com/adframes




4.5.8. The Rubicon Project

Category: Online advertising

Company: The Rubicon Project

URL: http://www.rubiconproject.com/

The biggest problem faced by website publishers today is monetising unsold ad space across a

growing number of global ad networks. Approximately some 70% to 80% of ad space goes unsold.

In 2007, the Rubicon Project was set up in response to this problem, and pioneered the concept of

Ad Network Optimisation (ANO).

The Rubicon Project uses patented SmartMatch technology, which uses proprietary market data

to match each publisher ad impression to the best monetisation opportunities from ad networks.

The Rubicon Project is one of the largest sources of ad network inventory and claims to drive an

increase in revenue ranging from 30-300%. The objective is to get the most from each ad network

and tag and to deliver the most for every site and user. Data inputs are fed into the SmartMatch

optimisation algorithms to achieve this.

The technology:

Intelligently profiles every request to match an impression with the optimal sales channel

partners

Delivers real time access to the most effective funding sources

Algorithmically pairs sales channels with sites and audiences based on 26 certification

points/factors

In addition, the Default Killer technology works by stopping unpaid default ads and replacing them with a high-paying alternative ad. The technology:

Dynamically maximizes every impression with a paid ad from an ad network or other sales

channel partner

Eliminates static daisy chaining rules

Minimizes unpaid house, PSA and other default impressions

http://www.rubiconproject.com/




4.6. Social media and Online PR

4.6.1. ―Will It Blend?‖ - BlendTec‘s viral video campaign

Category: Social media and online PR

Company: BlendTec

URL: http://www.willitblend.com/

Will It Blend? is an example of a highly successful viral video campaign. Whereas blenders are

usually targeted towards a traditionally female audience, using clever positioning, Will It Blend?

succeeds in making blenders engaging and interesting.

On YouTube, the Will It Blend? iPhone video generated over five million page views and 12,000

comments. It also generated a whole range of BlendTec spoofs by the YouTube community.

Additionally, the campaign has also been tied to marketing through other offline channels, with

the videos being recently featured in a TV commercial for Dibs. Seth Godin also used the

Blendtech videos to promote Meatball Sundae.

It has also been a huge PR success story, having been featured on primetime TV shows such as

Jay Leno and Friday Night with Jonathan Ross, and also included in Weezer‘s ‗Pork and Beans‘

video.

http://www.willitblend.com/




4.6.2. Innocent - The Big Knit


Company: Innocent Drinks

URL: http://www.innocentdrinks.co.uk/thebigknit

Innocent‘s ‗big knit‘ campaign involved collaborating with Sainsbury‘s to knit woolly hats for the

top of Innocent bottles, with 50p from each sale donated the Age Concern charity.

‗The Big Knit‘ is an example of an innovative campaign that tied social media channels, including

Flickr and YouTube, with traditional offline media, PR, and events.

To coincide with the campaign, Innocent also produced a short film, distributed through their

site, corporate blog and YouTube. A Flickr group was also set up to allow customers to display hat

designs, and celebrities were recruited to design hats for the campaign.

Widgets were produced to promote the campaign on third-party websites. The success of the

campaign is reflected in the fact that Innocent has received more than 230,000 woolly hats so far,

raising £115,000 in total for Age Concern.

http://www.innocentdrinks.co.uk/thebigknit




4.6.3. Virgin America - Social media to create customer demand


Company: Virgin America

URL: http://open.typepad.com/open/2008/06/virgin-americas.html

When Virgin faced great opposition to setting up a domestic airline in the US, they used the power

of social media to stir up customer demand. They asked their customers to send complaints on

their behalf to senators, Congressional representatives and the Department of Transport.

Virgin responded by releasing a time-lapse video of one of the planes being painted on YouTube.

This generated 200,000 views over one weekend, and was voted to the front page of Digg.

A separate blog (‗Let VA Fly‘) was also launched that highlighted the new features of the planes.

The blog also included petition forms that users could send to the Department of Transport.

Virgin also tapped into the loyalty of the Digg community by inviting Kevin Rose and Alex

Albrecht to film a diggnation video cast on board one of the flights, which drove higher volumes of

traffic to the site.

This resulted in:

Virgin America on the front page of Digg eight times

75,000 letters of support being sent to the appropriate authorities

30,000 signatures on a petition supporting Virgin America

In addition, the Department of Transport reversed their original decision and allowed Virgin to

launch their own domestic airline in the US.

http://open.typepad.com/open/2008/06/virgin-americas.html




4.6.4. Starbucks - Crowdsourcing through MyStarbucks Idea


Company: Starbucks

URL: Example: http://mystarbucksidea.force.com/home/home.jsp

Starbucks recently launched its own crowdsourcing site, My Starbucks Idea to get customers to

discuss ideas and vote on them. Powered through Salesforce, Starbucks made use of a powerful

business application applied to the consumer market.

The site allows customers to submit their ideas about how to improve Starbucks‘ products and

services, which are then voted on by the community. The ‗Ideas in Action‘ tab on the main site

allows Starbucks customer relations representatives and senior management to personally

respond to each idea and query on the main site.

With many companies increasingly making use of crowdsourcing sites as a virtual customer

feedback opinion box, opinion is divided over how effective such sites are, and whether they truly

empower customers or are simply savvy marketing attempts to create customer advocates.

―Advertising Age wonders if the program is ‗likely to reignite debate over whether brand-created blogs or social

networks are a smart attempt to empower consumers or a cynical attempt to advocate for the company‘.

Starbucks Gossip blogger Jim Romenesko dismissed the effort as ‗simply a corporate propaganda site‘, while

Starbucks‘ director of digital strategy defended the blog as a virtual version of the coffee-bar chain‘s goal of

‗welcoming customers and encouraging creativity and dialogue‘.‖

David Ibsen, Brand Marketing Consultant at 5 Meetings Before Lunch

http://mystarbucksidea.force.com/home/home.jsp




4.6.5. Innocent - Promoting AGM through Twitter


Company: Innocent Drinks

URL: http://tinyurl.com/6hgtcm

http://twitter.com/innocentAGM2008/

For their 2008 Annual General Meeting, Innocent set up a live Twitter feed where customers

could monitor events at the meeting in real-time, and actively contribute by microblogging their

suggestions.

Innocent also invited 100 of their customers to attend the AGM. For customers unable to attend

the AGM, a Flickr group was set up to enable customers to contribute their ideas via a web form.

The advantages of Twitter lie in the ability to monitor and report from live events in real-time,

and to increase ease of communication to connect customers with the company. In addition, to

successfully engage with customers using any form of social media, companies must be seen to be

responsive and actively making changes in response to customer demand.

Innocent‘s example clearly demonstrates this: at the start of the AGM campaign, Stephen Davies,

author of blog, PRBlogger, wrote that Innocent had failed in their Twitter strategy, as they were

not following many users and updated very infrequently. However, Innocent took the feedback on

board, and changed their strategy, clearly illustrating their commitment to Twitter and

demonstrating that they were actively listening to the online early adopter community.

While many companies are starting to become more aware of Twitter and enter the space,

Innocent stands out as an example of a company who used the channel to genuinely engage with

their customers, add value, and enable greater access to senior management.

http://tinyurl.com/6hgtcm

http://twitter.com/innocentAGM2008/




4.6.6. Dell - Community-driven innovation through IdeaStorm


Company: Dell

Agency: GCI Read-Poland

URL: http://www.dellideastorm.com/

Dell worked with GCI Read-Poland to build its own crowdsourcing site as part of a wider push

towards greater engagement with their customers through social media.

Dell Ideastorm was created as a way for customers to generate ideas about technology and suggest

ideas for future and current Dell products, services, and operations. The site‘s community can

promote or demote ideas, so the most popular ideas are given prominence on the site.

As a result of Ideastorm, Dell has implemented more than 30 of the ideas generated from the site,

demonstrating to customers that they are actively engaging with their users.

Additionally, IdeaStorm generated more than 7,500 ideas in total, resulting in more than

500,000 votes, approximately 50,000 comments, and an average of 40,000 unique visitors per

week. The site also received positive commentary from leading blogs such as TechCrunch, as well

as mainstream media coverage in BusinessWeek and PC World.

As well as reaping the benefits of online PR, Dell has taken co-creation to the next level by

connecting with their customers and tapping into an ‗army of advocates‘. Community driven

innovation gives Dell effectively free access to ideas for new products and services, and at the

same time, allows them to understand what works and what is popular with their customers.

http://www.dellideastorm.com/




4.6.7. Photobox – API integration with Facebook and Flickr


Company: Photobox

URL: http://en-gb.facebook.com/apps/application.php?id=37946903376

http://www.photobox.co.uk/content/facebook-how-it-works

http://www.photobox.co.uk/content/flickr-how-it-works

Photobox has created two API photo integrations in collaboration with Facebook and Flickr. The

Facebook application, Super Photos, lets people print their Facebook photos. As the application is

completely integrated into both Facebook and Photobox, this means users can interact with their

photos from either site and synchronize their photos across sites. The application enables users to

simultaneously upload their photos to Photobox, for printing, and to Facebook, for sharing, in one

click.

When users choose to order prints through the application on Facebook, Photobox sets up a high

resolution version to print from. Users can also export pre-existing Facebook albums to Photobox,

and to send web-sized copies of their Photobox albums to Facebook.

Photobox have also developed a print integration for Flickr members that want to print their

photos. Users give Photobox permission to access their Flickr photos, and select the photos they

want to print. Copies of the original high resolution images are then sent over to Photobox, and

users can then select a range of personalized products and different prints.

―Photobox has achieved a couple of major milestones by creating two API photo integrations in collaboration

with Facebook and Flickr. These applications are a direct result of requests from customers via the blog, and

have extended the Photobox service into a whole new social arena of the web, with millions of potential

customers.‖

Photobox

http://en-gb.facebook.com/apps/application.php?id=37946903376

http://www.photobox.co.uk/content/facebook-how-it-works

http://www.photobox.co.uk/content/flickr-how-it-works




4.6.8. Quirk eMarketing – IdeaBounty


Company: Quirk eMarketing

URL: http://www.ideabounty.com

http://twitter.com/IdeaBounty

http://www.quirk.biz/newsitem/3367/quirk-emarketing-launches-idea-bounty

Idea Bounty is a concept launched by Quirk eMarketing, which allows brands to post a brief

asking for creative ideas, and offers a reward for the best submission. IdeaBounty is innovative

because is applies the concept of crowdsourcing to B2B. Furthermore, it provides a ―win-win‖

solution for all stakeholders participating: agencies can source creative solutions, at zero risk, and

creatives get the opportunity to showcase their work and express their creativity whilst getting

paid at the same time. The client gets a wider pool to source talent, and since the scheme is open

to anyone and everyone, it also provides a unique opportunity from the creative‘s perspective.

How does IdeaBounty work?

A ‗bounty‘ is offered for the best creative solution to a communication / business problem.

Idea Bounty provides a secure channel for the world wide creative community to offer solutions to the brief.

Our clients offer a reward for the winning submission.

Our winning contributor gets the cash.

Clients only pay for Ideas they wish to use.

Innovating the traditional agency model

―The traditional model for devising creative concepts is a little too old school for many brands, who have a

limited number of people and hours with which to conceptualize creative ideas. It‘s rare that a budget allows for

more than two or three resources to be allocated to solving a brief.

―In this model, injecting new energy and diverse thinking by using hundreds of hungry experts, would mean the

costs grow exponentially. Idea Bounty is the antithesis of the traditional agency models.‖

Rob Stokes, CEO, Quirk eMarketing

Clients’ Perspective

"Innovation never stops for companies who want to thrive. The search for ideas never halts – and Crowdsourcing

seems to provide a way to drive that innovation in this new digital world. We were delighted with the Idea

Bounty experience"

First National Banks’ CEO of Premier Banking, Robert Keip

http://www.ideabounty.com/

http://twitter.com/IdeaBounty

http://www.quirk.biz/newsitem/3367/quirk-emarketing-launches-idea-bounty




4.6.9. Barriliance – social widgets for e-commerce personalisation


Company – Barriliance

URL: http://www.extremepie.com/mens/shirts-407/long-sleeve-shirts-96/quiksilver-dayton-

overshirt-root60991.php?facebook_show=true

Barriliance‘s personalized e-commerce application uses Facebook Connect to automatically create

wishlists of products. Users can publish these products to their Facebook profile or view which

Facebook members like a particular product.

The product page also includes links to other social sites and bookmarks (such as Kaboodle, Bebo,

and Amazon Wishlist amongst others) so that users can distribute links across various social sites.

Facebook Connect also enables companies to glean deep demographic data about their customers,

which they can use in customisation and merchandising.

http://www.extremepie.com/mens/shirts-407/long-sleeve-shirts-96/quiksilver-dayton-overshirt-root60991.php?facebook_show=true

http://www.extremepie.com/mens/shirts-407/long-sleeve-shirts-96/quiksilver-dayton-overshirt-root60991.php?facebook_show=true




4.6.10. Pluck – Social media application server


Company – Pluck

URL: http://www.pluck.com/products/

The Social Media Application Server is designed to make it easier for companies to build and

deploy social media applications. The platform allows companies to integrate social features into

their website using out-of-the-box solutions, and also enables professionals with basic web

development skills to customize their own social media applications for their site, including blogs,

profiles, and ratings and reviews.

Pluck 4 delivers eight types of social media application:

Personas

Groups

Comments

Reviews

Blogs

Photos

Videos

Forums.

―For the customers, less time coding their own applications means time spent on more innovative parts of the

social media strategy.‖

Jason Jaynes, Director of Product Management

Integration is a key component of Pluck‘s strategy. An important part of integration is ensuring

that all of the additional social widgets and features match the look and feel of the website. To do

this, companies need to have access to the CSS, HTML, and Java. With the Social Media

Application Server, customers can access all these files from one place and modify them

accordingly.

In addition to adding social features to their site, the updated version of the software, Pluck 4,

allows companies to build their own widgets to run on the application server. Distribution is a key

part of social media strategy, as social media is no longer bound to a specific site. Pluck‘s software

allows for delivery of content in multiple formats, including XHTML, XML, and JSON.

Customers can also build their own custom applications, which are hosted on the Pluck server.

This means customers can spend less time on the tools needed for social media applications and

more time on implementation.

http://www.pluck.com/products/




4.7. Search Marketing

4.7.1. Greenlight - SearchSentry

Category: Search marketing

Company: Greenlight

URL: http://tinyurl.com/3o6dut

Greenlight‘s SearchSentry tool is a platform designed to help paid search advertisers protect their

brands from competitors who try to bid on their trademarks.

SearchSentry allows advertisers to monitor the major search engines in real-time, allowing them

determine who is bidding on specific brand terms. The SearchSentry tool then mines this data

and evaluates it to produce what Greenlight terms a ‗Friend or Foe‘ analysis.

The ‗Friend’ analysis focuses on affiliates and subsidiaries.

– The Friend analysis also determines how the affiliate or partner is performing and analyses

strengths and weaknesses in their approach.

The ‗Foe’ analysis focuses on competitors who are bidding against brand terms, analysing to

what extent they are bidding what also what they are saying.

– The Foe analysis also determines whether competitors are complying with search engine

guidelines and how they are seeking to capture brand traffic through use of the key word.

After mining and analysing the data, SearchSentry makes recommendations ―to make tangible

and measurable improvements to defend and extend brand control.‖1

―On May 5th Google changed the rules and began allowing your competitors to bid on your

trademarked terms in the UK and Ireland, bringing both countries in line with Google‘s policy in

the US and Canada. From being the most reliable and cheapest traffic available to you, brand-

based bidding has now been dramatically opened up to the same market forces as the rest of your

paid search activity.

―Given that your competitors can now appear in search results for your brand terms, and that

they very much intend to, you will need to ensure that brand-based paid search continues to be

the cheapest and most readily-converting traffic you receive, and you can do this by proactively

taking control of the channel.‖

Greenlight website

1 Greenlight Website

http://tinyurl.com/3o6dut




4.7.2. Like.com - Visual search shopping engine

Category: Search Marketing

Company: Like.com

URL: http://www.like.com

Like.com is a visual search engine that allows users to search for clothing and fashion accessories

using both text and images as queries.

Like.com‘s technology creates a digital, visual signature, using approximately 10,000 data points,

to query images to visual search results. Like.com compares the product‘s shape, colour, and

texture to similar items and displays the best matches.

Although there are other examples of search engines using visual search technology, Like.com

stands out in terms of the effectiveness of the technology and the overall user experience.

Like a shopping comparison site, Like.com aggregates products from a range of different retailers.

Users can search for items using text-based queries and then click ‗Visual Search‘ on each of the

results to generate search results with similar items. The results are comprehensive, as users can

narrow their search by overall product matches or by style, pattern or colour.

An additional feature of the site allows users to upload their own pictures, and Like.com can then

search for similar or matching items.

http://www.like.com/




4.7.3. Sky News - Breaking News PPC campaign


Company: Sky News

Agency: Unique Digital

URL: http://uniquedigital.net/uk/darwin/tools/optimiser/

http://news.sky.com/skynews/

Sky News‘ PPC campaign aimed to be bring breaking news into the PPC space by targeting users

who searched for highly specific news stories.

To implement this strategy, Sky News collaborated with Unique Digital, who took their RSS feed

and ran it through their Darwin Optimiser technology. This automatically generated keywords

that were relevant to the particular news story. This allowed the campaign to be uploaded to

search engines as soon as it has been received by RSS. Creating standardized templates for ad

copy ensured that stories could be posted quickly. The Darwin Optimiser technology also deep-

linked the ad copy to each news article.

Ad copy was monitored daily to ensure that the copy was optimized to ensure that PPC ads were

generated in response to relevant search activity. A centralized PPC budget was put in place, so

daily spend could be reviewed, in case a major story broke.

This PPC strategy taps into the potential of breaking news stories to generate big search volumes.

Given that keywords are highly specific, this means that costs per click are priced relatively

competitively. Click volumes were high, with over 100,000 clicks generated, whilst CPCs were

priced under 25p.

Traffic generated from the campaign delivered 400% more inventory in page impressions than

the average for other non-breaking news PPC ad campaigns.

http://uniquedigital.net/uk/darwin/tools/optimiser/

http://news.sky.com/skynews/




4.7.4. Quirk eMarketing –Google Earth SEO strategy


Company: Quirk eMarketing

URL: http://earth.southafrica.net/

Quirk eMarketing‘s innovative SEO solution for the South African Tourist Board effectively

utilized Google Earth as part of an overall link-building strategy. Google Earth has 350 million

users across the world combined, which meant that the channel means to deliver high value

organic links.

―After exploring the target market and existing high traffic volume platforms we decided that Google Earth

would be the perfect system on which to build our SEO link building strategy. The concept had all the elements

we were looking for – it was innovative, interesting and had a high user engagement – all the elements required

in delivering high value organic links. With Google‘s 350 million users across the world combined with the

uniqueness of the medium meant we could be confident that the SAT Google Earth layer would deliver a level of

organic search engine success unparalleled by any other media solution.‖

Quirk eMarketing

Using Google Earth was an effective link-building and brand propagation tool, as it recreated a

realistic representation of places, activities and destinations in South Africa and therefore

increased the likelihood of conversion through a high level of user engagement. Rich media was

also effectively used to create visual impact. The site design meant that it generated a lot of repeat

visitors, exploring it for prolonged periods, and therefore increasing the chances of generating

deep-links.

The results of the campaign were that almost 24,000 online mentions about the layer were

generated. In addition 50% of people mentioning the site also linked to it. The site generated

130,000 visits and its Google page rank increased from 0 to 4. Offline media has also shown an

interest in the application, as it has been featured in The Times, as well as in international and

local TV and leading print publications.

http://earth.southafrica.net/




4.7.5. Idée – Multicolr Search Lab Flickr set


Company: Idée

URL: http://labs.ideeinc.com/multicolr

The Flickr set tool is a web application launched by the visual search company, Idée Labs. The

tool allows users to select up to ten different colours, and using Idée‘s visual similarity technology,

the tool generates a selection of the most ―interesting‖ Creative Commons images on Flickr, based

on the user‘s selection of colours.

A similar tool is also available for the stock photo site, Alamy, where selected colours are

extracted from Alamy‘s database of over 3 million images.

http://labs.ideeinc.com/multicolr




4.7.6. Summit Media – PPC portfolio manager


Company: Summit Media

Portfolio Manager is a PPC management tool that allows marketers to build dynamic PPC ads,

where the ad creative is updated automatically and in real-time.

Scotcareers.com worked with Summit Media, with the aim of ensuring that their adverts get a

sufficient number of responses on a limited budget. The tool makes uses of a single job feed to

build a dynamic PPC campaign. The tools many feature includes triggering of regional campaigns

once there are a certain number of jobs in a particular area.

The tool also incorporates a rules engine that reacts in real-time, refreshing job listings by the

minute, according to whether job listings have been filled or if new jobs are being advertised. Jobs

are also automatically removed from the campaign once positions have been filled, ensuring that

valuable resource is not wasted. In addition, the job listing automatically refreshes, should the job

once again become available.

In terms of the technology itself, Summit Media‘s tool is based on .NET and MS SQL, and the

application processes over 2GB of product feed data each day. Using templates and keyword

generation tools, it converts an XML feed of products into a PPC campaign, that is then to Google

via their AdWords API.

Summit Media‘s tool is innovative, as it allows PPC campaign managers to efficiently build and

refresh a PPC campaign in real-time.

Results

In the 6 months to July 2008 Portfolio Manager has:

Reduced their cost per application by 26.9%

Delivered a higher quantity of targeted traffic for the same cost

Increased unique users which are up 60% year on year and job applications up 59% year on year

Increased the number of unique users to almost 170,000 generating just under 1.25million searches for jobs

in September 2008

Summit Media




4.7.7. Invideous – In-video PPC marketing


Company: Invideous

URL: http://www.invideous.com/

Invideous‘ service takes the traditional cost-per-click model and enhances it by using video as the

initiator of the click instead of simple text ads.

Cost-per-click advertising is effective because it is highly accountable and delivers results.

Invideous‘ services has all the strengths of traditional CPC marketing, but is far more effective in

engaging users.

The ads works through clickable hotspots, where users view a pay-per-click ad when hovering

above a particular product in a video. They can then choose to click-through to the ad.

http://www.invideous.com/




4.8. Usability and User Experience

4.8.1. Jellyfish - Smack shopping

Category: Usability/User Experience

Company: Jellyfish

URL: http://www.jellyfish.com/smacktv

Jellyfish‘s ‗Daily Smack‘ is a reverse auction. One item is sold per day, with the price dropping

until a customer chooses to buy the item.

The auction involves selling a product with limited stock, with the price dropping over time, until

the user decides to purchase. If the user delays purchase, then the price drops lower and lower,

but they risk missing out if they don‘t buy in time. This means that prices keep falling without the

user ever knowing what the limit will be, driving the customer to purchase at the lowest possible

price.

In order to retain their competitive advantage, shopping comparison sites need to move away

from being just ad-hoc hop-on, hop-off sites and differentiate themselves to become destination

sites. Jellyfish‘s ‗Smack Shopping‘ is innovative, because it offers a unique user experience that is

not available on any of the other major comparison engines.

http://www.jellyfish.com/smacktv




4.8.2. Jessops / PrismaStar - Product search tool


Company: Jessops

URL: http://www.jessops.com/

Jessops‘ innovative ‗Camera Selector‘ on its UK website is a next-generation search tool that uses

technology from PrismaStar software.

The Camera Selector allows users to select from a range of different camera features, including

price, colour and resolution. This means that customers can rank different cameras according to

how strongly they match the user‘s chosen specifications. The specification of the ‗best matches‘

can then be compared side-by-side.

―The Camera Selector is the world‘s first that mimics the way the human brain makes decisions to help shoppers

find their ideal camera quickly and intuitively, putting them in complete control of their search.‖

Jessops Press Release

The Camera Selector was created through a partnership between Jessops and PrismaStar

Software, and uses PrismaStar‘s AnswerOil solution. AnswerOil provides patent-pending

consumer product research data and decision-making technology and ―prioritises the importance

of any product feature and gives highly accurate and unbiased results‖.2

―Jessops is renowned for offering exceptionally high standards of customer service including impartial advice

and we are delighted to extend this further through the launch of the Camera Selector.‖

Karen Lamerick, Jessops’ Head of Marketing

2 Jessops Press Release: http://lifestyle.hexus.net/content/item.php?item=14474

http://www.jessops.com/

http://lifestyle.hexus.net/content/item.php?item=14474




4.8.3. Thomas Cook - Pre-populated booking forms


Company: Thomas Cook

URL: http://www.thomascook.com/?partner=e-consultancy

Thomas Cook has launched an e-commerce site based on ATG technology. The new site allows

users to create a profile online and login, where the booking form is pre-populated. As well as

automatically populating booking forms for the user, the site also allows customers to save details

of frequent travel companions, so that their details are also auto-populated. This means fewer

clicks, less hassle, and an overall better user experience for the customer.

In addition to this innovative feature, the new e-commerce site also ―offers deep personalisation,

has seven new search journeys, integrated video and maps, consumer reviews, and very useful

holiday search filters‖.3

3 Econsultancy E-business Briefing September 2008 http://www.e-consultancy.com/news-blog/newsletter/link_track.asp?id=4049&link_id=

http://www.thomascook.com/?partner=e-consultancy

http://www.e-consultancy.com/news-blog/newsletter/link_track.asp?id=4049&link_id=




4.8.4. Amazon Windowshop - Visual shopping tool


Company: Amazon

URL: http://windowshop.com/

http://www.e-consultancy.com/news-blog/366611/site-review-amazon-windowshop.html

Amazon‘s Windowshop.com is a separate shopping site that allows users to visually browse

through items on their website.

Although other visual shopping sites, including BrowseGoods and ShopWave launched

previously, they are often plagued by usability issues. An unwieldy product list and poor

navigation make it difficult for the user to find what they are looking for. Such sites use a lot of

Flash and AJAX-based technologies, which can lead to slow loading times. Amazon‘s site,

however, is quick and easy to navigate around, and products are sorted by category and by best-

selling items, which makes it easier for the user to find relevant items.

Users can scroll through items and clicking on relevant items opens a description of the product

or results in a relevant movie or song clip, which users can view on-site. Clicking to purchase then

directs them to Amazon‘s site.

In summary, although other similar sites have been launched, Amazon‘s offering is slicker and

easier to use than previous competitor sites, making it a potential game changer.

http://windowshop.com/

http://www.e-consultancy.com/news-blog/366611/site-review-amazon-windowshop.html




4.8.5. Martin + Osa - Shop by Outfit merchandising


Company: Martin + Osa

URL: http://www.martinandosa.com/web/sbo/index.jsp?catId=womens

Martin + Osa‘s US website makes innovative use of rich media to create a ‗Shop by Outfit‘ section

of its website. As well as organising products by type, Martin + Osa‘s website also merchandizes

by outfit. Users then click on each product range and have the option of buying each item with the

outfit.

As well as featuring an innovative way to merchandize products online, the use of video further

enhances the customer experience, as models move to show what each outfit looks like.

The Shop by Outfit is an innovative way to feature products that have traditionally been difficult

to market online. The site's features demonstrate an understanding of the target market, making

it easier for the user to see what clothes look like prior to purchase.

http://www.martinandosa.com/web/sbo/index.jsp?catId=womens%20




4.8.6. Lastminute.com: Radar - Geo-specific product locator using

Wi-Fi



URL: http://labs.lastminute.com/radar/

Lastminute.com‘s new ―Radar‖ tool is a geo-specific application, which allows users to search for

products using their Wi-Fi connection to find their location. The tool makes use of Gears, a free

browser plug-in from Google.

Gears can help to accurately find locations in major cities or roughly in other places. The tool also

indicates the accuracy of the positioning. Users can then find the best hotels, theatres, restaurants

and concerts in their location.

http://labs.lastminute.com/radar/




4.8.7. oSkope Visual Search - Image search engine


Company: oSkope

URL: http://www.oskope.com

oSkope is a visual search engine that aggregates images from various sources, including Amazon,

eBay, Flickr, fotolia, Yahoo Search and YouTube. The site helps users to browse and organize

items from a range of sites in an easy and intuitive way.

As well as displaying images in an engaging manner, oSkope also adds value to the user

experience by representing the data in different ways. For example when searching for Amazon

items and selecting ―Graph View,‖ oSkope displays the items with Amazon‘s sales ranking on the x

axis, with the price on the y axis.




4.8.8. Ving Trip Finder


Company: Ving Trip Finder

URL: http://media.b-reel.com/fb/ving_rmh/index_en.html

Ving is a visual search tools that searches for holidays based on attributes such as price, the

category of hotel, the level of entertainment, sights, shopping, intensity and air temperature.

Using sliders, the user can vary the different attributes that they would like for their holiday,

adding a new level of personalisation to the search experience. Ving then searches for appropriate

holiday destinations, based on the user‘s choices.

The number of search results depends on the attributes specified, and one particular advantage of

the user experience is that the site lets users know how many search results are generated before

the user clicks through to the results page. This means that the user can increase or decrease the

number of results by selecting more or fewer attributes. The site also flashes tips to the user to

turn on or turn off categories to generate results, in case no matches are found.

http://media.b-reel.com/fb/ving_rmh/index_en.html




4.8.9. Cooliris Firefox add-on


Company: Cooliris

URL: http://www.cooliris.com/

Cooliris (formerly known as Piclens) is a Firefox add-on that transforms the normal browser

experience to allow users to browse through full-sized images from a variety of different sites, in

the form of a 3D wall.

Cooliris features categories, which allows users to browse through images based on particular

topics.

The tool can also be applied to image-sharing and social media sites to allow users to browse

through their own pictures using the full-screen interface. As the site is built around RSS

technology, the user can browse through many social media sites, including MySpace, Yahoo!,

Picasa, Facebook, Flickr and YouTube.

Visual shopping is another valuable element of the tool, as the user can look through images on a

range of e-commerce sites, including Amazon, iTunes, Nordstrom, Macy‘s, and Wal-Mart

amongst others.

The user experience is seamless and visually engaging as unlike similar visual search tools, the

site does not suffer from long load times. The search tool also allows the user to search for

relevant images across a variety of different news and media sites.

http://www.cooliris.com/




4.8.10. mydeco - 3D Room planner


Company: mydeco

Agency: Specialmoves

URL: http://mydeco.com/rooms/planner/

http://www.specialmoves.com/our-work/mydeco-3d-room-planner.html

Mydeco's 3D room planner is a useful online tool, built on Adobe‘s Flex application that allows

customers to design and build their own room.

Users can plan and decorate their own customized room, using a broad range of products featured

on mydeco‘s website. Mydeco‘s tool then renders the room in 3D, with the ability to view the

design from different points. The customer can also purchase each of the items featured in their

room.

http://mydeco.com/rooms/planner/

http://www.specialmoves.com/our-work/mydeco-3d-room-planner.html




4.8.11. Lastminute.com: Pronto - New search feature



URL: http://pronto.lastminute.com

Lastminute.com has recently launched an innovative new search feature on its website, called

Pronto. The search makes it easier for customers to find what they are looking for as drop-down

lists appear for each search item, helping the user to make their search as precise as possible, by

enabling them to specify different attributes of what they are looking for.

As the user adds more detail about their search entry, related images automatically appear below

the search box. For example, searching for ―I'd like a 5 star hotel in New York from 13/11/2008

until 23/11/2008‖ results in a Google map of New York, and images of the Manhattan skyline and

the New York Stock Exchange. Each of the images are attributed to the photograph‘s author, and

users can click through to Flickr to see each image in more detail.

This feature is useful as the search results generated from the tool are more specific than the

normal site search tool. The addition of relevant images also adds a layer of personalisation to the

user experience.

http://pronto.lastminute.com/




4.8.12. Zazzle – Product zoom feature


Company: Zazzle

URL: http://www.zazzle.com/

Zazzle, an online custom t-shirt and apparel retailer, uses AJAX to allow the user to zoom into a

product when they mouseover. This adds to the user experience, as it makes it easier for the

customer to see a lot more of the product and increases the purchase likelihood.

Zazzle‘s feature is particularly effective, as the site does not suffer from long load times and is

compelling for the user. The zoom feature also does not use overlays, which can be annoying for

the user.

http://www.zazzle.com/




4.8.13. myVidoop OpenId Image Shield


Company: myVidoop

URL: https://myvidoop.com/

MyVidoop‘s Image Shield technology means that users never have to remember a single password

to log-in, and also provides a higher level of security than normal login systems. The Image Shield

provides a grid of images that replaces the need for a password. When users register, they choose

five different categories. Examples include ―food,‖ ―cars,‖ and ―technology.‖ Every time the user

logs in, they are presented with an Image Shield with different images. The password consists of

the letters present on each image, according to the three previously selected categories.

The Image Shield creates a one-time password, which is different each time, so this means it does

not have to be memorized by the user.

https://myvidoop.com/




4.8.14. Kiddicare / Endeca – Social navigation


Company: Kiddicare / Endeca

URL: http://bit.ly/uBff

Kiddicare‘s website uses ―social navigation,‖ which means users can navigate around the site

using product attributes from customer ratings and reviews. This means that products are

selected based on the attributes that customers have specified themselves.

Product attributes include opinions such as ―comfortable,‖ ―easy-to-clean,‖ and ―durable,‖ and

these have been garnered from Kiddicare‘s customer database of 14,000 reviews. Using customer

reviews in navigation is particularly effective, as it builds credibility: customers are far more likely

to trust their peers, so this gives the user reassurance about the product attributes.

The social navigation integrates tag-based product reviews and reviewer profiles, created using

PowerReviews software, together with Endeca‘s site search, navigation and merchandising

capabilities. The technology has proven popular with consumers and integrating these features on

the site has resulted in a 20% jump in overall sales.

―Product reviews have quickly grabbed the crown as the single most important data used by today‘s increasingly savvy and discretionary consumers to inform their purchasing decisions. Originally reserved for consumer electronics, appliances and high-end purchases like automobiles, product reviews are now widely accessible for virtually any type of consumer goods and are used on virtually all major e-commerce stores. And there are few, if any, markets where the experiences and opinions of like-minded consumers are more valued than nursery and child care products. ―Kiddicare is not the only nursery products store to adopt the use product reviews, but its use of social content to drive the overall customer experience – giving consumers the power to browse merchandise based on the opinions of like-minded shoppers - is the first of its kind in the UK.‖

Kiddicare

http://bit.ly/uBff




4.8.15. SeeYourHotel.com – Book hotels by location


Company: SeeYourHotel.com

URL: http://www.seeyourhotel.com/

http://www.springwise.com/tourism_travel/hotel_search_tool_thats_all_ab/

SeeYourHotel.com is a geo-specific hotel booking service that uses a Google Maps mash-up, to

allow users to visually see the location of different hotels on a map. The site is engaging and

useful, and makes the hotel booking process easier, as customers can identify the exact location of

the hotel and see proximity to local surroundings and attractions.

―With a map filling most of its homepage, SeeYourHotel lets users search by location—whether it's a specific address or a point of interest—and see a map with markers for all hotels in the area. Users can then view actual pictures of the rooms and facilities, compare with other hotels nearby and make their reservations. Major attractions and business centres are also marked on each map, making it easier for users to pick a hotel that's convenient for their purposes. Satellite and hybrid views are available for each search as well, and users can browse through not only pictures but also street views, videos, reviews and availability information. Using SeeYourHotel is free; and the mapping technology is by Google and reservations are handled by Hotels.com, which we can safely assume provides SeeYourHotel with referral fees.

―There's no arguing with the success of the generalized travel sites, but SeeYourHotel's narrow, location-based

focus and quick navigation could win it some fans of its own. As they say, pick one thing and do it right!‖

Springwise

http://www.seeyourhotel.com/

http://www.springwise.com/tourism_travel/hotel_search_tool_thats_all_ab/




4.8.16. Fits.me – Virtual fitting room


Company: Fits.me

URL: http://www.fits.me/

Fits.me is an online virtual dressing room for online clothing retailers, which allows consumers to

―try clothes on‖ digitally before they purchase.

The customer of the online shop first enters their dimensions and body measurements. Using

these measurements, the site then shows the clothes fit a robotic mannequin that has the same

size as the customer.

The robotic mannequin can take up to 100,000 different body shapes, but for online shopping, a

couple of thousand different body shapes are used, in order to optimize the technology for speed.

Fits.me is hoping that this new technology will increase sales to people who do not wish to

purchase online without buying clothes first, and decrease returns due to bad fit.

http://www.fits.me/




4.8.17. Sears – First online-only interactive catalogue


Company: Sears, working with Ceros

URL: http://cradleandall.sears.com/

Sears launched the first interactive online-only in association with Ceros earlier this year. The

catalogue is entirely interactive and fully e-commerce integrated, and combines rich media and

interactive content.

Customers can browse, examine, review and bookmark any of the products featured in the

catalogue, and click to purchase. Reviews by Bazaarvoice appear alongside each product, where

available. Customers can either buy the product online or choose to pick it up in-store.

This is innovative as it combines rich media, search and e-commerce with an interactive user

experience. Customers not only get an engaging experience but are also able to transact directly

from the brochure.

Sears – Cradle and All online catalogue

―Cradle and All is the definition of an integrated product. The functionality is seamless and as such, represents a significant milestone in the development of the Ceros interactive catalogue as an important new retail channel.‖

Dominic Duffy, CoFounder of Ceros.com

http://cradleandall.sears.com/




4.8.18. Glasses Direct – Interactive video mirror


Company: Glasses Direct

URL: http://www.glassesdirect.co.uk/video-mirror/

http://econsultancy.com/blog/3997-glasses-direct-introduces-video-mirror

In partnership with FittingBox, Glasses Direct offers an innovative new feature on their website

that makes effective use of augmented reality to allow customers to ―try on‖ glasses before they

purchase.

Users need to download a piece of software that they can access via their desktop. Customers with

a webcam can use the Video Mirror to see how glasses look on their face, and can even move

around to see how specs look from different angles. Alternatively, users can see how glasses look

on one of two models.

Glasses Direct‘s research partner, FittingBox, specialize in facial recognition software and

modelling glasses. The technology uses augmented reality to capture the image of the customer

and superimpose 3D modelling glasses onto the image.

The software is a good example of how to recreate the offline retail experience online. This type of

technology works especially well for companies in the fashion and retail sector, creating a highly

personalized online shopping experience for the end user.

―Customers prefer it when they can experience our glasses before they buy, especially since we introduced

designers like DKNY to our catalogue. The video mirror gives you an immediate feel of how the glasses look in

your face, which customers can follow up with a home trial if they want to.‖

Glasses Direct founder, Jamie Murray Wells

http://www.glassesdirect.co.uk/video-mirror/

http://econsultancy.com/blog/3997-glasses-direct-introduces-video-mirror




4.9. Web Analytics and Optimisation

4.9.1. TagMan - Tag content management system

Category: Web Analytics

Company: TagMan

URL: http://blog.tagman.com/

TagMan is an intelligent content management system for tracking tags, through deployment of a

single TagMan tracking tag on a web page.

TagMan manages all existing tags (e.g. for web analytics, paid search, ad-serving, email, usability,

surveys, and MVT and A/B testing) and replaces them with a single tag.

The single TagMan tag then calls the relevant third party tags depending on prior user activity.

The advantages of TagMan lie in the convenience associated with the ability to manage all existing

tags with a single tag. TagMan also offers real-time report of each marketing channel, allowing for

side-by-side comparison.

Other advantages of TagMan include:

Quick and easy to implement. Use the same TagMan tag on every page and then configure your 3rd party

tracking requirements via an easy to use browser interface rather than through additional page-side coding.

TagMan works with any ad server, search, affiliate, behavioural targeting or other marketing solution.

Eliminate duplicate CPA payments with conditional tag serving based on post-impression and post-click

activity.

Better data protection practice by offering visitors a global opt-out of tracking rather than relying on each

third party tagging solution provider to do their own thing.

http://blog.tagman.com/




4.9.2. Avail Intelligence - Onsite optimisation


Company: Avail Intelligence

URL: http://avail.net/en/

Avail intelligence incorporates behavioural targeting into site search, but unlike traditional

methods of site search which use a standard algorithm, the Avail Intelligence software assesses

visitor behaviour to look at what most users click after performing a search.

―The web-tuning system created by Avail plunders information about what people are doing and how they make

their buying decisions as they use a site.

―It notices when someone has embarked on a particular path through a site and remakes a site to feed them

relevant information, be it adverts or prompts to other web pages, to get that transaction finished.

―‘It‘s not offline or post facto,‘ said Rolf Elmer, head of Avail Intelligence. ‗It's about transferring directly the

power of the purchase process. What is most relevant for that consumer‘?‖

BBC News Technology, http://news.bbc.co.uk/1/hi/technology/7132588.stm

http://avail.net/en/

http://news.bbc.co.uk/1/hi/technology/7132588.stm




4.9.3. ClickTorch – Predictive personalisation technology


Company: ClickTorch

URL: http://www.clicktorch.com/

ClickTorch is a personalisation technology that recommends relevant content by predicting each

user‘s intention. It then recommends different content to different people visiting the same page.

The technology works by tracking users click streams and predicting user activities in a session,

rather than by recommending static-related products, thereby increasing and improving the

accuracy of the recommendation engine.

Rather than basing recommendations using the traditional ―customers who bought also bought‖

approach, ClickTorch works by tracking user behaviour and then making appropriate

recommendations accordingly.

The software uses neural networks and artificial intelligence to provide predictive content and

forecast user behaviour. The software makes use of the Predictive Profiler Neural Network, which

has shown to predict 50% more accurately than established technology in benchmarking tests.

Another feature of the ClickTorch software is predictive search. Site search traditionally provides

poor results compared to web search engines. ClickTorch improves search results by identifying

only products that users clicked on and only show these results.

Example: “black TV”

―Onsite search gives poor results but ClickTorch identifies products that users who searched clicked on and

shows these to only show black TVs. Using ClickTorch personalized search recommendations, when a user gets

back search results, the normal results are displayed.

―In addition the recommendations section will show the most popular links clicked on by searchers downstream

– whether the search link showed on the first or the 4th page of search results.‖

ClickTorch website

http://www.clicktorch.com/




4.9.4. Monarch / RedEye – Media mix analysis


Company: Monarch / RedEye

URL: http://www.redeye.com

Monarch, the low fares airline, traditionally allocates media sales according to the ―last-click-

wins‖ model. In an effort to understand the true value of online media, Monarch worked with

RedEye to build a detailed view of campaign information that allowed them to see the complete

history of users purchasing from their site.

RedEye used various new techniques to gain greater visibility about sales and conversion. The

data allowed Monarch to see which channels influence completion of a sale and track the entire

customer journey instead of relying purely on the last click.

RedEye reported back to Monarch by producing a Contribution Analysis Report. One of the key

findings was that 30% of the time, price comparison had no assistance from other channels when

they led to a sale. In addition, over 40% of the time when there was an assist from another

channel, it came from a price comparison site.

RedEye also produced an Assist Correlation Node report that looked at how different channels

interacted. Traditionally, it is understood that non-brand terms have a major impact on brand

conversion. However, according to RedEye‘s findings, this was proved to be untrue for Monarch,

as non-brand terms had little influence on conversion.

The approach was effective in painting a complete picture of the effectiveness of different media

channels and their overall contribution to conversion to sale. The results of the campaign where

that Monarch saw:

Initially a 73% reduction in cost per passenger from search (PPC and SEO).

A 14% increase in SEO investment returning a 55% increase in revenue and 45% increase in

bookings.

A 100% increase in investment into comparison websites, leading to a doubling in revenue

and passengers from this activity.

– This proves the true scalability of shopping comparison sites and demonstrates that they

are a more standalone channel.

Using RedEye’s analysis, Monarch could conclude the following:

Paid search destination terms were not converting and were also not influencing brand terms, which was

contrary to popular search theories.

Comparison sites were much less supported by other channels than other activities, thus delivering a greater

proportion of stand-alone sales that would not be gained elsewhere.

Natural search (both destination and brand terms) were both influencing paid search brand terms as well as

other channels.

As a result of this analysis, Monarch made the following media spend changes:

Removed most of the budget from expensive paid search destination terms.

Slightly increased paid search brand terms and significantly increased budgets for natural search work.

Doubled the budget available for comparison sites.

http://www.redeye.com/




4.10. Business Models

4.10.1. Kiva - democratising venture capital

Kiva is an online microfinance site that allows people to lend up to $25 to entrepreneurs in the

developing world.

The business model is innovative because it charges a small amount ($3) to give people the

opportunity to lend money. Kiva‘s website claims it is the first company to person microfinance

site, empowering people from all walks of life to effectively become venture capitalists.

Kiva partners with existing microfinance organisations to gain access to entrepreneurs in

impoverished countries worldwide.

Email updates are sent throughout the year, as repayments are made, enabling site users to lend

to other entrepreneurs once the loan is repaid.

This is a business model that truly has the potential to change the world. At one point, all the

entrepreneurs on the site had been funded. In order to allow everyone to contribute, Kiva had to

impose a $25 limit on loans.




4.10.2. Zubka - P2P recruitment services

Zubka brings together recruiters, candidates and referrers together to create a win-win business

model. Referrers get paid for connecting candidates with recruiters and recommending their

friends for jobs.

Hirers get a cost-effective way to recruit new candidates, and connectors get paid a hefty sum if

they manage to find a job for their friends. For example, a £50,000 job can earn a reward of

£3,500.

4.10.3. Zopa - P2P social lending

Zopa is innovative as it is one of the first peer-to-peer lending sites, allowing people to borrow

money through means other than approaching their bank.

Zopa‘s business model was particularly effective during the bank charges scandal as it allowed

dissatisfied customers to find an alternative lending service.




4.10.4. Razumé - Crowdsourcing resume review

Razumé is a crowdsourcing resume review site, where users anonymously post, rate and review

resumes.

Razumé‘s online community includes students, graduates, career consultants and recruiters. The

site provides a fast and easy way to collect valuable feedback on CVs, even allowing users to gain

credible feedback from recruiters.

4.10.5. Threadless

Threadless‘ business model revolves around collaborative customer creation and user innovation.

Threadless allows customers to design their products based on an on-going t-shirt competition,

which they then produce and distribute. The most popular designs are voted up (based on a 1-5

rating) by the community of registered users.

Each week, Threadless releases seven new t-shirt designs and two reprints. Each design is

available for scoring for seven days after the date of release. The designer of each winning t-shirt

receives $2,000 in cash and prize: $1,500 cash, $300 gift certificate to Threadless and a

membership to the 12-club, a monthly subscription-based line of tees.




4.10.6. WeatherBill - Hedging on bad weather

WeatherBill is an online weather risk management service and helps businesses protect their

profits in the case of bad weather. Started by David Friedberg and Siraj Khaliq, WeatherBill offers

custom weather coverage to protect businesses from financial loss caused by bad weather and to

increase revenues through weather-related promotions.

WeatherBill works through contracts: businesses identify the types of weather that would

adversely affect their business and then set up a contract that pays out when those particular

weather conditions occur. This hedges the risks posed by weather and decreases the volatility of

the business.

WeatherBill contracts are not the same as weather insurance as they are financial instruments.

Basic requirements to apply for WeatherBill contracts include a net worth of at least $1 million.

Unlike insurance, no proof of loss or claims process is required for payout. Customers define their

own definition of bad weather, and if it occurs, they get paid.

Customers can get quotes online and coverage can be purchased automatically online.




4.10.7. Farecast - Intelligent airfare predictions

Farecast technology enables its users to see not only the best deals, but also the best time to buy,

based on whether air fares are predicted to go up or down. Based on 175 billion points of previous

airfare data, Farecast predicts when a user should buy a ticket, as its intelligent travel search

engine can predict whether airfares go up or down up to a week in the future. Success rates are

approximately 70-75% accurate, and Farecast claims to be the only price comparison site that can

predict future prices.

Farecast used to operate as a stand-alone site, but was acquired by Microsoft in a $115 deal. The

service now operates as Bing Travel

The service also allows the user to compare sites with other major travel websites, including

Priceline, Hotwire, Expedia, AA.com, and OneTravel. Users can not only find the cheapest flights

but also the best time to buy. This is particularly beneficial for the travel industry as airline prices

frequently fluctuate. In addition to airfares, Farecast also has a service to find the best hotel deals,

helping users to understand which hotels are overpriced in a particular area.




4.10.8. Wonga - Online cash on demand

Wonga is an online service providing short-term lending solutions for small sums of money up to

£200. Application takes place online, and the consumer chooses the size and length of the loan.

The customer receives an instant decision on the loan and then receives the cash in their accounts

within minutes.

The company makes profit by charging interest on each loan, but unlike traditional lenders,

Wonga fills a niche in the market by providing a short-term alternative to large loans, by lending

small amounts of money, paid back within a 30-day limit.

As well as having an novel business model, with a unique position in the market, Wonga‘s website

also has an innovative feature with sliders that makes it easy for users to see exactly how much

they are borrowing, the required fee and the time that the loan has to be paid back within. This

reinforces Wonga‘s business model of total lending transparency.




4.10.9. Vente-Privee - Recreating the luxury customer experience

online

Vente-Privee is an e-commerce site with limited access that sells designer brands and luxury

goods for a time-limited period.

One of the barriers to more luxury brands entering the e-commerce space is fear over the loss of

exclusivity. The core proposition of designer and luxury brands lies in selling products that have

limited distribution, i.e. products that are unique and distinct.

Vente-Privee overcomes this through selective membership, only allowing registration on the site

through referral through a friend. This limits access, which means that only a very small and

select group can purchase items in the site, retaining a sense of exclusivity.

Secondly, Vente-Privee holds one-off time-limited sales events, creating a new way of shopping.

This creates a sense of urgency, encouraging users to buy online to get the best deals on exclusive

discount sales. These sales events last up to three days on average. In addition to this, exclusivity

is also recreated by emailing each member on the site two days before the sale.

By partnering with luxury brands and designers and offering discounts of between 50% and 70%,

Vente-Privee creates a unique online shopping experience, changing the way that luxury goods

are sold online.




4.10.10. Financial Times - New access model

The Financial Times‘ new access model means that users pay depending on the frequency of use.

Usually subscription-based services allow access based on three different pricing models:

completely free content, registration content and paid-access content.

Under the new system, users are allowed free access to their first five articles. Registration is

required for up to 30 articles per month, and further articles are only available by paying a

subscription fee, which has been taken up by approximately 100,000 users.

Since introducing the new system, the site has gained on average 12,000 users per week, page

views have increased by 63% and unique users by 18% compared to figures from 2007.

The new access system is innovative as it allows the FT to maximize reach and distribution

without sacrificing paid-for subscriptions, as heavy users of the site will be willing to pay for

frequent access. The site also allows third-party websites such as blogs and news aggregators to

access and link to FT content more easily, thus optimising the site for search engines by

increasing the number of in-bound links. This has helped the FT to break the 500,000 mark for

registered users on its site.




4.10.11. Polyvore - User-generated advertising

Polyvore is a web-based application that allows users to create custom collages, either for

themselves or for a friend, by mixing and matching images from other external sites on the web.

Users create custom ―moodboards‖ or sets, which are then published on the site, and can be

shared with friends. Each product featured on the collage is available for purchase, and the

innovative way that products are displayed results in a high level of engagement with customers.

Polyvore has cleverly tapped into a stylish community of users; whereas many consumers are

cynical of traditional advertising methods, Polyvore succeeds because the advertising is created by

consumers themselves, so products are displayed according to what most appeals to the

customer.

Since launching in February 2007, Polyvore has achieved the following:

1.6 million unique visitors per month

65 million monthly page views

440,000 registered users

10 minutes average session time on site

22 page views average per visit

3.8 million sets created

3.7 million products




4.10.12. StyleShake – Bespoke fashion

StyleShake allows users to create their dresses, tops and skirts, by choosing the fabrics, style and

colour. Customers can purchase their own bespoke clothing items, which are delivered to them

within 10 days.

Users can also browse through other people‘s creations and purchase each design featured on the

site. This creates a distinctive shopping experience, as customers have the assurance that each

item on the site is unique and one of a kind.

The site taps into an ongoing trend towards greater personalisation, with customer choice placed

at the forefront of the core business model.




4.10.13. GiveTakeDonate – Skills for charity

GiveTakeDonate is a new fundraising scheme by Cancer Research UK, in partnership with

Essence Media. GiveTakeDonate uses an indirect volunteering model, where volunteers ―donate‖

their skills in exchange for a donation to Cancer Research UK. The GiveTakeDonate platform

allows ―givers‖ to list their skills or services; ―takers‖ search for relevant offers, take them up and

then make a donation.

―Using social features like friendship, feedback scores, references, personal and public profiles and more, GiveTakeDonate enables people to safely exchange anything from guitar lessons to web design for a donation to CR-UK. The more people use GiveTakeDonate, the more groups of givers and takers will build, and the better the process of peer review helps create a powerful trust network and ongoing donations. This means people who may not to be able to afford a monetary donation can still help in the fight against cancer, and people can source services from an ethical, local and self-policed pool – and get the warm feeling of helping a charitable cause at the same time.‖

Essence Media




4.10.14. Tripwolf – Free, customized travel guides

Tripwolf is an Austrian site that offers free, customized travel guides in PDF format. The travel

guides are innovative as they combine a mixture of professional, editorial content with user-

generated content.

The site is backed by Mair Dumont, Europe‘s largest publisher of travel guides, who have put all

of their content online for free. In terms of user-generated content, Tripwolf aggregates third-

party content from Wikipedia, Flickr, and YouTube. Hotel comparisons are powered by

HotelsCombined.com. The site also includes community features, such as user-generated photos,

travel blogs, ratings, advice, and Facebook integration.

Once users have combined all the relevant information that they need, they can compile the

content into a 10-20 page PDF, free to download.




5. Acknowledgements Econsultancy would like to thank the following organisations and individuals for

information:

Abbie Upton, Punch Communications

Alison Guise, Mediaplex

Andrew Girdwood, bigmouthmedia

Antony Mayfield, iCrossing

Avinash Kaushik, Google

Bill Hunt, Liberate Media

Colin Telford, R.O. EYE

Dave Chaffey, author and E-marketing consultant

Frank Lombos, Fredhopper

Gerred Blyth, Lighthouse Experience

Heikki Haldre, Fits.me

Ido Ariel, Barriliance

Indira Thambiah, Yorkshire Building Society

Janet Parkinson, Quirk eMarketing

Joanna Burton, Crescent Communications

John Moorwood, Wonga

Jonathan Kay, independent consultant

Joshua Rex, Open

Kate Williams, Headstream PR

Katie Howell, Immediate Future

Kevin Mason, Intimis

Kyle Clayton, Endeca

Magnus Nilsson, Net Media Planet

Marko Balabanovic, lastminute.com

Paul Crabtree, Adestra

Rob Mobberley, ClickTorch

Rob Stevens, Bunnyfoot

Rolf Elmer, Avail Intelligence

Ruth Baker, Nixon McInnes

Shawn Collins, Affiliate Summit

Sri Sharma, Net Media Planet

Teddie Cowell, Guava

Tom Stewart, System Concepts

Vincent Meyer, Criteo

Wendy McAuliffe, Liberate Media




Other sources:

A4U

Iconoculture

Internet Retailing

New York Festivals Innovative Advertising Awards

NMA

PSFK

Trendwatching.com

Springwise

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