Is There Still A Need For Vogue And Co. In The Age Of Digital Media?

It is nothing new to hear that the fashion publishing world struggles in the age of digital media. Runway shows used to be taken place twice a year for editors and buyers only, who reported about the upcoming fashion trends to readers as well as customers and decided what pieces will hit the stores. These days, many hyped fashion and style bloggers are invited to runway shows. Moreover, shows are live-streamed today. Therefore, the influence and power of magazines has been diluted.

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With today’s technology, fashion has become more democratic. Fashion magazines are no longer the holy “fashion bibles.” Instead, fashion Instagrammers and bloggers show consumers a different way how to get information about latest trends which also changed how people consume fashion today. However, magazines would not disappear since people still liked to have something tangible in addition to the online word according to Bronwyn Cosgrave, former features editor at British Vogue. The secret to survive in fashion publishing is diversification. Magazines must become omni-platform businesses. Vogue Festival is a good example of this strategy. It is a unique event where some of the biggest names in the fashion industry come together for discussions.

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Diversification also means that magazines need to become more heterogeneous in content in order to survive. Glamour for example, will report about “The Instagram Issue” in its August issue which is a step towards digital content in fashion print.

Read more about fashion publishing in the digital age on The Guardian.

What do you prefer? Reading fashion news online or do you like to have an actual magazine in your hands, sitting down in a park, a beach or the subway? Magazines will definitely not die but need to create a better seamless line for readers. It can be recognized that Snapchat is a useful tool for magazines. Editors create funny story lines about the latest celebrity gossips, fashion news as well as personal life issues. Since digital fashion matters, magazines need to report about those stories in their print versions as well. I came across a very interesting future approach of Jefferson Hack’s digital publishing trial. Watch a video of this in the side bar. (ML, 6:27 PM)

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6 Signs Our Lives Got Worse Thanks To The iPhone

Happy Birthday iPhone! It is the 10th anniversary of Apple’s brilliant smartphone series. This device dominates our daily lives in many good ways but unfortunately also bad ones. There are six signs, our lives have become less great since we are smartphone users:

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1. They are bad for our brains

With the iPhone, we can do many things simultaneously, but is that a good thing? It is actually not, since studies show that we think more slowly and have worse long-term memories as it gets harder to filter out less relevant information in our brains.

2. We ignore the world around us while we are busy on our iPhones

We miss out opportunities to talk to people as we chat with them all the time. Also, meeting new interesting people is less expected while on the phone. Moreover, we miss to see beautiful landscapes.

3. They can ruin relationships

Instead of calling, we text partners and people by inserting lols and emojis that should help express feelings. However, when we text, we can often not identify what kinds of emotions the partner really expresses which can end up in arguments or misunderstandings. In addition, we get suspicious quickly when the partner does not respond fast enough. A study found that people who are heavily engaged in social media, were lonelier than those with more in-person interactions.

4. They are responsible of FOMO (fear or missing out) and comparison with others

iPhones allow us to constantly check our social media. Social media profiles make our lives look better than they actually are since we do not party, go on vacation and hang out with friends on a 24/7 basis. Furthermore, we tend to compare other peoples’ social media accounts with ours which is a bad thing that can cause depressions.

5. We are expected to be available 24/7

Even if we are done with work for the day or are on vacation, colleagues and clients expect from us to respond to emails as fast as possible. What a pressure during times off!

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6. We always need validation

When we post pictures on social media, we constantly check likes and comments in hope to get more than on the picture that we posted yesterday. Inner values, goals etc. are no longer the most important measures for many people.

Read more about how the iPhone has made our lives worse on CNN.

This is so scary. We always say that our lives have become so much easier since the evolution of the smartphone and constantly updated apps. Thus, let us ask ourselves the following questions: When was the last time we have spent a whole day without our iPhones? Do we and our partners decide on leaving our iPhones at home when going out for dinner or something fun during the weekend? How important is social media for us? What are reasons to use it? Is it purely to communicate with friends or to crave for popularity and to compare ourselves to others who have more followers are prettier than us? If we feel like it gets too much sometimes, we should decide on a day to leave our iPhones at home in a drawer. Instead, we should meet friends outside, read an actual book at home or in a park, hang out at a café etc. (ML, 3:42 PM)

 

These Are The Top 4 Influencer Marketing Trends

A study conducted by TapInfluence proves that 73 percent of marketers have budgets available for influencer marketing. Another study from ION found that 71 percent of consumers are more likely to buy products promoted by social media influencers. Moreover, 70 percent of YouTube subscribers in their teenage years rather trust influencers than celebrities. It has been argued that we are close to an influencer bubble explosion. However, this is not true at all. Here are four trends that show changes in the influencer marketing world:

1. Long term relationships matter

Many brands have been using short contracts with influencers and are now shifting to agree on long-term contracts in order to gain exclusivity and eliminate competitors that steal influencers away.

2. Increased use of micro influencers

Since price tags of big influencers have become crazy high, brands consider micro influencers that promote their products. According to HYPR, over 90 percent of posts were made by influencers with less than one million followers.

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3. Authentic image

Most celebrities promoting products, do not use those in real life. Think about Blake Griffin’s Kia ad. It is very unlikely that he drives a Kia in real life. It is all about endorsing products that are actually liked and used by influencers in order to occur as trustworthy as possible. The following Insta photo shows a better influencer marketing trial of Kia with German fashion blogger Sofia Tsakiridou.

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4. Influencers earn respect

The fact that influencers entertain us daily and put hard effort in growing their social media popularity, they deserve more respect since right now it seems like they are taken less seriously.

Get more information about the four trends of influencer marketing on Social Media Today.

Do you get influenced by your favorite bloggers and make purchases based on their recommendations? Is it a good idea to agree on long-term contracts with influencers instead of constantly changing them for different products? (ML, 2:59 PM)

6 Easy Mobile Marketing Optimization Tips For Your Business

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Today, mobile marketing is an important factor for a successful business. With Google’s currently tested mobile-first index, search engines will examine the mobile version of business websites first instead of the desktop version. All businesses are encouraged to create mobile versions of their websites as otherwise, they will slip down in search engine results pages (SERPs). Below are some helpful DIY tips on how to improve in mobile SEO which means creating and tagging content that makes mobile websites outstanding.

1. Open a Google My Business account

It is free and simple. Fill out some information and include a lot of images of your  business. People that search for it online or via a Google app, will recognize your business information and images.

2. Update and review listings

Those include popular business sites such as Yelp, local websites, TripAdvisor, Facebook and The Better Business Bureau. Those listings ensure that searchers receive the right information about your business.

3. Be social

Social media contributes to a huge amount of traffic. It is checked to 80 percent on mobile devices. You should use platform-specific advertising, post matching and exciting content regularly to engage with your followers.

4. Use keywords for visible content

You can either purchase certain tools to find the right keywords for your mobile content or search for keyword comparisons by device in Google’s Search Analytics. This is very important since users search differently on their mobile devices than on their desktops.

5. Optimize images

To avoid long page loading times on mobile devices, images must be optimized. If you do not use a plugin for this, use a page speed tool to change the dimensions for faster loading times.

6. Improvement for local searches

Local searches can be optimized while including the city and state in title tags, the URL, the H1 heading and Meta description.

Find out more helpful tips on the Entrepreneur.

These tips can easily be done without having a lot of digital knowledge. My tip, get familiar with certain terms and read the book SEO 2017: Learn Search Engine Optimization With Smart Internet Marketing Strategies. (ML, 10:16 PM)

 

4 New Tools And Visual Effects For Facebook’s Messenger Video Chats

Facebook introduced video chats with the messenger app in 2015. However, Facebook only added group video chats last December. Finally, the social media platform decided to give video chats a boost. How exciting!

Animated emoji responses, one of the new tools that can be activated by tapping the “thumbs up” icon at the bottom of the messenger video screen. Users choose between  emojis to express their current feelings. Love, laughter, surprise, sadness and anger are the options. When the camera is facing users, they receive one variation, but when they are not on screen, an alternate response appears.

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Mood filters, another tool that has been included in the messenger app since last year, will be extended with more visual options such as color filters. Those can be previewed so that users can check how they look like before applying their favorite ones.

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More style video masks will be added as well. Those respond to movements of users. For example, users choose the star mask and move their fingers across the screen, the stars shift with their directions.

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Screenshot moments, the last new tool which enables users to take selfies with a new camera icon added to the function bar.

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Read more on Social Media Today.

This looks so fun! It is definitely Snapchat-inspired content and will increase engagement among users. Do you use Facebook’s video chat option in its messenger? Or are you going to try it very soon? Facebook will receive greater attention from users trough these new tools and visual effects since the social media platform is currently less popular for our generation, the Millennials. (ML, 9:38 PM)

LVMH – The New E-Luxury Competitor

Looks like Net-A-Porter will compete soon with LVMH’s multi-brand e-commerce site covering all 70 brands.

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The site will be one of the luxury group’s most powerful investments and will be part of the Parisian luxury department store, Le Bon Marché.  Recently hired Chief Digital Officer at LVMH, Ian Rogers, describes today’s luxury business as a “mass (market) niche”. “The luxury business is in a great position relative where the world is going”, he claims. LVMH enters the e-world relatively late. A reason could be that e-commerce only accounts for a small percentage of the overall luxury goods sales. However, between 2009 and 2014, online sales increased four times faster than offline. By 2025, online sales are predicted to grow to €70 billion according to McKinsey & Company. 18 % of that amount will make up for luxury sales. As demand from China has fallen since 2015, the luxury market will only grow around 0.5 % to 1 % this year.

Lately, LVMH and other luxury groups such as Kering as well as Richemont, feel threatened by Amazon which sets its sights high on dominating the luxury market in the future. By the end of 2017, Amazon will become the largest apparel retailer in the US. However, LVMH believes that the giant retailer does not fit with its brands.

Read the whole article on Business Of Fashion.

What does LVMH’s entrance into multi-brand e-commerce mean for luxury consumers? Many tend to have less time for shopping due to long working hours and will appreciate LVMH’s e-commerce operations of multiple brands. Thus, they do not need to access several own-operated luxury brand websites anymore. It is time-saving and more convenient since they can order from wherever they are currently located.

Luxury consumers expect beautiful high-quality packaging. Therefore, LVMH should think about unique packaging for shipments as well as hand-written cards in order to stand out from competition. Also, 24/7 customer service should be offered as well as virtual try-ons. (ML, 2:45 PM)

Millennial Moms – A Heavy Social Media Influencer

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Do we underestimate the 21st century mothers and their social media influence? It is well-known that mothers make up for 85 % of household purchases. Their total spending power amounts to $2.4 trillion. A study conducted by the BabyCenter revealed that 83 % of new mothers belong to the millennial generation who give birth to about 9,000 babies daily.

They constantly search for parenting advice, mostly online for over eight hours. Where could you find better product recommendations and advices than on social media? A total of 46 % of millennial moms trust what other mothers write and say about products. Among friends, 74 % of millennial moms are chosen as advisors on several topics and share product information with around 24 close friends.

Brands often connect with this mom generation as a lot of them have strong digital influence to promote products. An example is Dayna Bolden. She became a social media influencer in 2014 and currently owns 39.1k followers on Instagram. Besides sharing content about beauty, fashion and hair in collaboration with several brands, Dayna also posts her lifestyle as a millennial mom.Screen Shot 2017-06-21 at 1.42.36 PM.png

Bolden regularly features her daughter and husband on Instagram. For example, she showed how to style her daughter’s hair while using several products. She also included her husband in a Valentine’s video campaign.

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Read more about millennial moms on Forbes.

The statistics above as well as the example of Dayna Bolden, prove that millennial moms strongly influence social media. Also, an account called Millennialmomsofficial which has 61.6k followers underlines this influence. Topics include mom issues, working out with the baby, nutrition and more. A very young millennial mom, Tammyhembrow, who currently owns 6.8m Instagram followers, serves as a rule model for many young mothers. Tammy shows how to stay in shape while having children. In addition, she regularly posts pictures of her children, husband and even mommy-daughter pictures in matching outfits. (ML, 1: 58 PM)

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