We found 25 items tagged in 'Content'

Here are two examples of stores whose strategies, and use of rich content, we just love - because selling needs to be more than just product and price.


One is seemingly a content driven site with a store attached. 


The other is a well planned, well positioned "outdoorsy" online store that has a small bricks and mortar presence. And it uses catalog(ue)s plus a good dose of content to promote its wares.

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Should we expect fireworks if Millennials and Boomers were to meet for a bite? Some shin scarring kicks beneath the table perhaps?

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This is NOT one of those articles full of predictions for the coming year. Frankly, with so much happening in the world of retail, marketing and catalogue design (our area), we find trying to stay on top of all the trends such articles suggest we should be on top of, all a bit daunting. If not downright intimidating.

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Australian retailers now have to compete on the world stage. And if you read the Sydney Uni research released recently, we've got a bit of catching up to do. I'll rephrase that, a lot of catching up to do.
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Right about now, retailers around the world are planning their Xmas Catalogues. And some are planning not to have one at all. So what are the pros and cons of catalogues? Are you for them or against them? What's the risk of going all online?
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Last week we reported the development of the sub-$20 Tablet and this week we follow up with the latest digital usage patterns survey of over 2,000 users over the age of 14 by Deloitte.
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While the era of the phone/digital camera might suggest that anyone can take a picture, when it comes to producing photography that sets you apart, talent and experience are what top consumer marketers rely on.

That, and strategy.
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LVMH and Alfred Dunhill have been using "Shoppable videos" online to appeal to their exclusive audiences without seeming to "sell". Viewers are invited to click on products that appear in these high end video productions - LVMH's latest features Saddlers Wells dancers. The audience is then able to review and click through to purchase products they have seen in the videos.
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With Cisco predicting that by 2016 two-thirds of mobile traffic will be video, clearly there is a demand to understand more about this powerful channel.
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If you want a great example of content marketing you need look no further than US online furniture and homewares retailer pure-play One Kings Lane.
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Too often we've heard the GFC or disruptive technology blamed for discounting and reduced margins, which of course, are contributing factors. But I think there's a much more basic reason. Simply, marketers have been slow to adapt to the new fundamentals.
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I'm sitting in my backyard admiring the frangipani flowers that are in full bloom at this time of year. It's extraordinary how even Mother Nature lets plants "market" with flowers in a range of colours designed to attract different pollinators.This started me thinking...
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If you think that "Green Marketing" was a fad that has long since been pushed into the background by the GFC and all those pragmatic Gen Xers, you may need to think again.
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There's been much hype and little substance locally to the "video as content discussion". Not that there's no video out there but it isn't as prevalent as the US and Europe in the consumer marketing space.

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Macy's success at migrating their businesses to the new paradigm has been the subject of many case studies, articles and presentations. 

Here, in a broader article on using social media generally, but Pinterest and StyleHaul in particular, VP Jennifer Kasper comments "As social channels become more visual and as we see authentic images working more effectively to communicate with our customers we're very excited that those are platforms we might be able to tap into differently."
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Mr Porter, the men's online apparel site, makes great use of video to inform and engage their customers. With their stylist Dan May, they've developed a series of videos ("Five Ways to Wear") that take specific garments (such as a cardigan) and show how it can be worn stylishly.

On another angle to engaging their customers through content, Mr Porter also uses video in partnership with a bespoke travel agency to address lifestyle issues.
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Sometimes you need some space to get things in perspective.
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Mashable on Fashion vines: what can you achieve in 6 seconds?
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We've written previously about photography being hot for social content. A new article just out tells us how important photography is to affluent males buying online.
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Trawling through the archives recently I came across a great article by Heidi Cohen in ClickZ (6.8.12) on what makes really hot content for social media – photography!
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Spanish Chef Miguel Maestre has been appointed as the latest face of the Howards' Kitchen campaign – Spice Up Your Kitchen. The Cumming's team designed and produced the video which launched this event on their website.
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Content marketing was all the rage in 2012, despite being misunderstood and often misused in terms of its scope. The potential for driving sales and brand growth sometimes fell short due to a quantity over quality approach.
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Long feared by bricks and mortar retailers as yet another weapon used by online, it would seem that showrooming is not as big a threat as first feared. In fact it's a great opportunity.
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So, you want content that engages, inspires and turns audiences into customers? Look no further than Paddy Pallin’s latest “Northern Territory Experience” video.
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There’s plenty of talk these days about content. What the focus should be on, though, is what we call “Creative Content”.
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