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  • Digital creative strategy, websites and mobile | Equilibrium
    target audiences Finally we ve remembered email marketing is cost effective and can be easily measured meaning maximum optimisation and bang for your buck So now we are all back on the email bandwagon the question remains how can we use this technology to maximum effect in 2016 1 Create more engaging content Today s users are visual creatures and as a rule they will more readily consume video over text heavy content In fact it has been shown that just having the word video in your email subject line will boost open rates by 19 increase click through rates by a whopping 65 and reduce unsubscribes by 26 Thankfully the technology has advanced to allow us to include video quite effectively HTML5 Video support They say a picture is worth a thousand words so you could safely assume an animated GIF is worth a whole lot more Animated GIFs have been making a comeback in email marketing recently because they are naturally engaging and compatible across most devices Animation is a really effective way to bring a product to life illustrate a simple narrative or draw attention to your call to action 2 Tailor made messages Segmenting subscribers is a modern email marketer s dream come true Allocating subscribers to targeted lists allows you to tailor your email content to very specific target audiences Personalisation of the message is a wonderful thing because it goes against the old school spammy email culture and instead inspires more meaningful engagement with the email and lower unsubscribe rates 3 Timing is everything Today we know a lot more about how the timing of an email marketing campaign impacts upon its success Again this feeds into the increased personalisation of email marketing by creating the illusion that your messages are tailored and super responsive Examples of good timing include sending a birthday greeting or discount voucher on a customer s birthday holiday or season inspired emails Christmas Australia Day Easter etc or targeted follow up emails suggesting products the customer might like based on their most recent purchase Thankfully advances in automation have simplified this seemingly huge process and does so without sacrificing the personal touch For example prompting a customer who filled and then abandoned a shopping cart to perhaps reconsider with a simple personalised follow up message All in all these touches really work to enhance the customer experience 4 Optimise emails for mobile Now more than ever it is essential that websites be optimised for mobile devices because we know mobile optimisation can increase sales generate more traffic and boost customer engagement A little known fact the same principle applies to email marketing Given a whopping 74 of people check email on a mobile device multiple times in a day it makes sense to incorporate mobile optimised design into our email marketing to ensure the best possible experience for end users If you already have a mobile responsive website mobile email is a valuable extension as it adds a whole

    Original URL path: http://equ.com.au/news/the-email-marketing-comeback-five-tips-for-being-effective-in-2016 (2016-04-29)
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  • Digital creative strategy, websites and mobile | Equilibrium
    awesome Account Managers Equilibrium is hiring We re currently looking for an ambitious pro active and detail oriented individual to be a key member of our Account Service team We offer a fun and stimulating working environment where teamwork innovation collaboration and accountability are highly prized A competitive salary package is negotiable for the right candidate and will depend on experience A desire for greater opportunities and the chance to

    Original URL path: http://equ.com.au/news/attention-all-awesome-account-managers-equilibrium-is-hiring (2016-04-29)
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  • Digital creative strategy, websites and mobile | Equilibrium
    The Commissioner for Children and Young People WA CCYP has selected Equilibrium to redevelop the organisation s website CCYP operates independent of Government and works in partnership with many agencies and people to strength the wellbeing of children and young people in WA According to Equilibrium s Digital Director Stephen Dodge the appointment was a great win for the agency particularly in light of the important role played by the

    Original URL path: http://equ.com.au/news/commissioner-for-children-and-young-people-chooses-to-work-with-equilibrium (2016-04-29)
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  • Digital creative strategy, websites and mobile | Equilibrium
    ETI a division with the Department for Training and Workforce Development has appointed Equilibrium to develop a website targeting Chinese students The site will be completely developed in Mandarin According to Equilibrium s Managing Director Warren Gibbs the appointment was a great endorsement for previous work the agency has undertaken for the department We are thrilled to work with ETI again and be able to develop a site that will

    Original URL path: http://equ.com.au/news/equilibrium-wins-chinese-website-for-education-and-training-international (2016-04-29)
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  • Digital creative strategy, websites and mobile | Equilibrium
    that affect it Let s say your website s primary objective is to generate leads that are in turn passed on to the sales team If you are able to work out the average conversion rate of the sales you can compare that to the total number of leads generated from the website to get the average value of each lead From here you can start tracking form submissions leads and identify the users who abandon the form before submitting it and or the users who don t even reach the form in the first place and make the necessary corrections that ll get users back on the right track 3 The more you know identify bottlenecks One of the most valuable things metrics can do for you is help identify your website s issues or bottlenecks After all knowledge is power Continuing from the form leads generation example identifying the constraints of your form submissions eg user abandoning form before submit or user not reaching form you can then then drill down deeper to things such as which fields the majority of users are dropping out on Are they inputting the form incorrectly and getting frustrated Knowing these micro details will allow you to make informed decisions to optimise your form At the end of the day it is about ensuring your metrics budget is generating the biggest and most targeted bang for your buck 4 Get creative and empower users Creative strategy can often help alleviate bottlenecks and improve conversion rates quickly and quite dramatically You can t expect all users to go from browsing to check out unassisted The idea of creative strategy is to help them get there by giving them something useful that enhances the user experience each step of their journey through your site

    Original URL path: http://equ.com.au/news/metrics-making-a-smarter-investment (2016-04-29)
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  • Digital creative strategy, websites and mobile | Equilibrium
    develop the new Western Power website Set for launch around the second quarter of 2016 the site will provide Western Australians with a platform to better manage their interactions with the power utility including seeking real time updates on power outage information reporting power related issues and self managing support resources to improve overall efficiency Digital director Stephen Dodge said he was thrilled that Western Power had put their faith

    Original URL path: http://equ.com.au/news/equilibrium-selected-to-build-western-powers-new-website (2016-04-29)
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  • Digital creative strategy, websites and mobile | Equilibrium
    Equilibrium team is honoured to have this fantastic work acknowledged by the Australian Web Awards for this project Horizon Power s previous website presented many challenges not only in terms of technological restraints but it also didn t do justice to the organisation s scale or business objectives and it wasn t particularly customer centric or easy to use We were able to identify and implement functionality improvements using a NET based content management system to effectively service these important customer service experiential and marketing objectives well into the future said Digital Director Stephen Dodge Some of the key strategy and improvements implemented in the new website included the development of a new power outage alert system providing customers with planned and unplanned supply information integration of a contractor portal allowing for submission of OHS report via password protected log in and for the first time integration of social media feeds into the website to encourage customers to connect via social platforms The aim was to create a new website that had greater functionality around core services but also allowed Horizon Power to elevate their engagement with the customer base making it easier and more enjoyable for everyone concerned One

    Original URL path: http://equ.com.au/news/equilibrium-wins-wa-state-government-award-at-the-2015-australian-web-awards (2016-04-29)
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  • Digital creative strategy, websites and mobile | Equilibrium
    into the University s high profile Pursue the Impossible proposition The competition titled Pitch the course of the future asked students from around the world to submit a two minute video detailing an original course idea for inclusion in tertiary study of the future The winner as determined by a panel of judges received a 10 000 travel scholarship to explore their concept alongside the world s best academics and experts in the relevant field Led by Equilibrium s strategy team the agency designed and implemented a campaign site to house the competition a challenging exercise in and of itself because of the demands of engaging a diverse global audience As most people are probably aware all social platforms aren t universal as such there were some countries where the campaign s main platforms Facebook and YouTube were prohibited As a result the team had to work to integrate all similar international versions of these platforms to ensure even accessibility for entrants no matter where they were from In addition to the campaign site design Equilibrium developed a suite of digital banners EDM templates and pre rolls to promote the campaign to a global student audience The competition received 225 entries over 82 days with entries from 16 countries including but not limited to the United Kingdom Brazil Malaysia Honduras Canada Singapore and of course Australia There is a level of risk common to video competitions such as this simply because they ask a lot of those who enter and this can sometimes alienate the audience However the campaign exceeded all expectations in terms of number and quality of entries a testament to the strength of the proposition Pitch the course of the future is proof that a genuinely motivating idea with a well thought out reward and marketed on

    Original URL path: http://equ.com.au/news/the-university-of-western-australia-pitch-the-course-of-the-future (2016-04-29)
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