Articles posted by Hayden Sutherland


Recent Comments

Scottish government needs to "move quicker" on digital skills gap or jobs will go elsewhere, says ScotlandIS

Scottish government needs to "move quicker" on digital skills gap or jobs will go elsewhere, says ScotlandIS

I agree. Scotland's Government has been making a lot of noise about improving its online services and yet seems to be doing nothing to raise the overall digital skills level in Scotland. If the country is to compete on a UK, European and Global level, it needs to be realistic about the expertise it needs in the future and support it's development.

3 Apr 2013 - 23:13

Omnichannel – what an Omnishambles

@amand37317 thanks for commenting and nice to know someone feels the same. Retailing is not just a case of trying to hit as many channels as possible in a 'spray and pray' approach, but using data to understand what channels work best and optimizing them.

3 Apr 2013 - 23:07

Abandoned basket emails – optimisation tips

Tim Let's have some perspective here. Whilst A/B testing has it's place... there will always be website visitors who put items in the basket and don't complete the order. The final stage in the checkout has one of the highest drop-off rates, something that A/B or MVT will hardly make a dent in. Abandon Basket emails definately have their place in modern e-Commerce operations and make a positive contibution to online revenue. It is hardly bolting the stable door when so many customers return to the site & transact after recieving such a reminder...that's the ROI. Hayden

17 Feb 2013 - 23:20

The PR industry needs to act now to safeguard its future

I'm a 'digital bod' as you described and I think this highlights one area where the PR industry has dropped the ball. Over the years I've worked alongside many PR agencies (both in London and further afield) who continually refer to digital as "something over there that digital folks do, whilst we do PR over here". On the other hand, the digital industry now talks about 'engagement' , 'influence' and other factors that contribute to a multi-channel campaign - especially around areas such as search engine optimisation. In short, the Digital industry has moved up close to the PR industry, ate a lot of it's lunch and invented new disciplines such as Content Marketing... that should have been driven by the PR industry in the first place! Until it learns to broaden it's reach and truly understand the use and impact of digital comms, the PR industry will not attract the right young talent it needs at all and then I really would fear for it's future.

7 Feb 2013 - 10:20

The basic facts of e-commerce - 12 essentials for online trading

@claus21453 Touch me? I think you're on the wrong site. This is an e-commerce blog and instead I'd like your thoughts on this post :

31 Dec 2012 - 22:48