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Digital Bytes: Burberry tops digital poll

Welcome to FWM Digital Bytes, where we discuss all the biggest digital marketing and digital media news doing the rounds. This week, Burberry is best for the omni-channel experience, the BBC relaunch their Red Button service and Yahoo’s bid for mobile might continues…

Burberry best for omni-channel experience

Burberry offers the best omni-channel experience in the UK, according to research by Webcredible. The study has evaluated top brands’ online, mobile, tablet, in-store and social channels and found that Burberry ranks as ‘excellent’ with a total rating of 75.4 out of 100. Waterstones ranks second with 65.0, while Debenhams is third with 62.5. Trenton Moss, founder and commercial director at Webcredible, said: “Omni-channel is the next step for businesses, and is essentially about doing multi-channel properly. Retailers should now be looking to develop an overarching strategy that puts the customer first, creating a seamless experience no matter what technology they are engaging with. Retailers and brands should get going as soon as possible to remain competitive, but need not implement a comprehensive omni-channel approach immediately – small initiatives and campaigns are a good way to start. It’s all based on really knowing your customers, and reflecting what they truly want.” Topshop and Harrods complete the top five with 60.9 and 57.5 respectively.

BBC relaunch Red Button service

The BBC have relaunched their Red Button service for connected TVs. The new service, which is called Connected Red Button, will only be available on Virgin Media’s TiVo platform at first, but will roll out to other services in 2013. The new offering will feature additional content and provide access to channels such as BBC3, CBBC and CBeebies when they are off-air. “It doesn’t feel like the internet on TV, it feels like TV, which is important for the mainstream audiences,” said BBC general manager Daniel Danker. “The world is abuzz with talk about social TV, personalisation and second screen, all of which are important to us but all the data shows there is huge demand for red button, which continues to grow.” Danker added that over half of the UK population used the Red Button during the Olympic Games, with 56 per cent of people taking advantage of its additional coverage of the event.

Yahoo snap up OnTheAir

Yahoo’s bid to make a mark in mobile continued this week as they bought video chat platform OnTheAir for an undisclosed amount. The company are known to be focusing more on mobile under the stewardship of new CEO Marissa Mayer, and the OnTheAir acquisition marks the second known buy-out of her time in charge. “We heard how important mobile products are going to be at Yahoo going forward, that there’s a focus to make mobile products that are [part of people's] daily habits,” OnTheAir’s CEO Josh Schwarzapel told Mashable. “That was our vision when we started the company, to build a daily use product. We gave it a good swing, but I don’t think we quite got there.” OnTheAir’s five-person team will now be joining up with Yahoo’s mobile team in San Francisco.

Second Screen on the rise

The second screen experience is on the rise according to new research from America conducted by the Nielsen company. The organisation found that one in three Twitter users are active on the site while watching TV, with tablet owners being slightly more likely to do so than mobile users. People are also spending more time on portable devices while watching TV, with Americans spending 157.5 billion minutes on mobile devices in July 2012, compared with 81.8 billion minutes in July 2011. “There are big and interesting implications,” Nielsen’s vice president for social media Deirdre Bannon said. “I think both television networks and advertisers are onto it.” Indeed, so pervasive has social media become that a third of people aged between 18 and 24 admitted to using Facebook or Twitter while in the bathroom.


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