Category: Marketing
The Circular Economy & Branding – Notes from a Speech by Nick Liddell

 

What is the Circular Economy

Vebu caught up with some of the key speakers at the Transform Conference where we heard The Clearing‘s Nick Liddell discussing the circular economy.

The idea of the circular economy revolves around the premise of zero wastage from producing goods in the world today. Image if we could recycle 100% of the materials used in any given goods.

The economics behind this make for very sound reading. We live in a linear world where we are consuming ever more goods; production needs to increase, and we are running out of the raw materials needed to keep up. The traditional manufacturing processes are struggling to extract profit because we all want these goods ever more cheaply. While, even in poorer countries, wages are slowly rising, the rate of consumption of goods is rising even faster still.

The circular economy revolves around the principle of total recycling, looked at from an economical perspective.

Let’s go over some of the key points from Nick Liddell’s talk:

How do we implement the principles behind the circular economy? 

There are now many ways in which we can make better use of the raw materials we have at hand.

First off, we can design out the waste – that is, looking at what would otherwise be considered waste in a new way, giving it new life.  Reuse, repair or refurbish. Furniture reuse is an obvious one here.

Cascading of resources is also becoming mainstream. That is, using the by-products of production to make other products. Marmite has been around for decades, the base product of this delightful spread coming from the brewing of beer. We are now able to produce jet fuel as a bi-product of the steel industry.

Modular design is another great way of making efficient use of resources. Modular design means that when one part of an item needs replacing it can be detached and replaced whilst leaving the rest intact.

Changing sense of ownership

Nick finished his talk with a word on the changing sense of ownership. Do we still need to own anything? We’ve seen the change in ownership in cars and music, it doesn’t have to stop there.

There’s also the idea of viewing your clothes in much the same way that people are now viewing music –  not fully owning them but instead merely renting them over a period of time. Think of models used by companies like Airbnb – could you make money out of the clothes your not wearing?

If we are constantly seeing products move through a life-cycle of re-design and re-invention during their own life-cycles we are merely owning them for a part of their lives.

All in all, it was interesting talk and we’d recommend you catch Nick Liddell from the Clearing when you can.

If you’re interested in learning more about how we have been producing award winning video content over the past 15 years then get in touch with [email protected]

Matt Gardner

Vebu


How video content can enhance your ecommerce store and generate more sales

A successful store is made up of a variety of content and could include written text descriptions, images, blog entries, reviews and increasingly, videos.

Research has shown that using videos in your ecommerce store can radically improve your conversion rate and generate more sales.

In fact, one study revealed that customers were more than 60% more likely to buy your product after viewing a video of it.

It’s these kinds of statistics which are really compelling but if you still need convincing, here’s some more information about how video content could enhance your ecommerce store.

Get it on Google

Although you might have some traffic driven to you via direct marketing, you will inevitably be looking to push your store high up the Google rankings.

By improving your SEO score, you will improve your Google ranking and in turn are more likely to be seen by potential customers searching for the products you offer.

There’s lots of ways to push your store higher up the Google search results, but the majority are constantly changing and take a lot of hard work to maintain. Video content offers an easy way to score highly and it’s relatively easy to achieve too.

Videos now have separate entries in the Google search results which mean that you’ve got an even better chance of being seen, especially if your competitors aren’t yet up to speed.

Google also ranks your site on the length of time visitors spend there, so as video content will keep them engage for longer, it’s a win-win situation.

Word of mouth

Reaching your target audience can be achieved in a number of ways but one of the most compelling is word of mouth.

Getting someone to share your content is invaluable and can give you a reach which would otherwise be hard to achieve.

Research has repeatedly shown that video content is much more likely to be clicked and shared compared to a page of pure text.

In addition, content which includes a video thumbnail is far more likely to be clicked on than a link which has no attached image.

Capture their attention

Marketing experts suggest that you have no more than 10 seconds to capture the attention of your customer before they click away and leave your site.

You might be a master wordsmith but written content often doesn’t do your products justice. In the modern digital age, customers are used to being bombarded with vivid bright images and shown products in full, glorious detail. Having to read long chunks of text to find out exactly what you’re offering is likely to be simply too much effort.

A video by contrast will engage your customers immediately and enable you to far more effectively convey the energy of your brand, and show off your product to its full potential. A picture is worth a thousand words…..and when that pictures moves as well, its ecommerce gold.

Encourages loyalty

By creating a video, your customers will have the opportunity to see what’s behind the brand and to connect with you more directly.

This engagement is an extremely successful marketing technique and has been used to great effect in social media. Having a more personal connection with your customers provides a much greater chance of them developing brand loyalty, and feeling like they’re being given a more individual buying experience which is tailored to them.

Looking at the research it’s hard to see why any ecommerce store isn’t making the most of video content. From capturing the imagination of a potential customer, to ranking more highly on Google, video content is set to rule the internet….at least until something even better comes along.