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August 18, 2010

Two-Timing? Three-Timing? Serve 'em all with Single-Source Imagery

Did you know Scene7's dynamic sizing capabilities allow you to serve rich experiences across key digital channels, from web to email to mobile—all using a single set of imagery?

This means even the smallest brands can put themselves on equal footing with their larger competitors and reduce their time to market, whether kicking off an email campaign, or launching a downloadable mobile app. The beauty of dynamic sizing is that with one high-resolution image source, you can create all the derivatives for every need across your digital portfolio. By making a simple change to the image source URL call, you can instantly optimize the image for the digital media you’re working with.

K2 Sports, the ski manufacturer, for instance, uses Scene7 to serve high-impact imagery on its website. To ramp up its mobile presence quickly, it dynamically re-sized its master source images for optimal display and faster loading on the small screen.

Using dynamic rendering capabilities, you effectively eliminate the incremental image production costs associated with launching new digital properties or campaigns. The other benefit of rendering single source image is brand consistency; by using only one master image, there are fewer quality control issues to contend with.

To learn what your peers are planning and doing in mobile, we invite you to download our newest survey: Adobe Scene7 2010 Mobile Commerce Survey: Are You Dialed In?

And don’t forget to tell us how you’re using Scene7's dynamic sizing to get your digital initiatives off the ground quickly!

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August 12, 2010

The Race to Mobilize Accelerates. Are You First, Last or Middle-of-the-pack?

What a difference six months makes!

When we wrapped up our customer experience study this January, just below 20% of respondents said they were planning to deploy mobile commerce. Six months later, in our first annual mobile commerce survey, 62% of the respondents told us that commerce was going to be one of their strategic mobile executions. That’s a significant leap. Granted, the respondents in our latest survey skew towards North America, compared to the more globally dispersed respondents of the earlier survey. Nonetheless, it is undeniable that businesses are recognizing mobile as an important marketing and selling channel.

We also found that the vast majority of businesses view mobile-optimized websites as their strategic entry point for this emerging channel. This is enlightening, considering all the hype around downloadable mobile applications. For all the love that digital marketers, tech bloggers and reporters show towards apps, the survey results clearly suggest that businesses consider mobile websites as the dominant touch-point for mobile commerce.

The survey uncovers many more findings, including which rich media features businesses will be launching over the coming year to ramp up their m-commerce initiatives. This is an area that should see substantial growth, as leaders like eBay and Amazon have already ploughed ahead, racking up billions in sales from online purchases made with mobile devices.

Check out the survey and see how well your plans and thinking align with the consensus. Are you ahead or behind? Tell us what you’re doing and what is working—or isn’t!

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August 05, 2010

How Far "Embed" Will you Go with your Media?

NicheModern.png

Niche Modern wants to go far with all kinds of media--rich, social, earned. No wonder-- whenever the lighting designer and manufacturer gets published mentions by fans, bloggers, or trade journalists, its site traffic inevitably spikes. That's big for a small start-up like Niche Modern, which has limited marketing budget.

With an eye to courting bloggers and journalists, Niche Modern makes it easy and compelling for publishers to showcase its visually stunning lighting products.

Niche Modern provides third-party publishers with code that allows them to embed a dynamic viewing experience of its content directly on their sites. For example, Better Living Through Design embedded this Niche Modern mixed media viewer on its blog to great result.

Thus, blog visitors not only see Niche Modern's entire product image set, as intended, but they can zoom and pan on each lighting product, plus, see alternative, in-context images of the lighting wonders applied to a variety of setting, from open kitchens to intimate dining rooms. There's also a slider mechanism that users can click to see the full range of the product thumbnails.

What's great about the embed feature is it reduces the risk of bloggers mucking up the brand, as the entire Niche Modern branded experience is seamlessly lifted to a third-party site. This means Niche Modern can extend to any site the up-market positioning it has worked hard to build, ensuring their products are showcased in their best light with all the viewing tools that spur prolonged gazing, admiration and engagement.

The benefits add up quickly: The more sites that are linking to Niche Modern, the higher its search rankings will become.

The other big win of course is that businesses with few marketing dollars no longer have to pay loads of money to build awareness. Imagine how much Niche Modern would have had to spend to get the same number of people to pay attention through advertising, versus reaching them through blogs and other social media outlets.

Read more about Niche Modern.

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  • ShopTalk is a blog featuring "Quick Tips", trends and more written by experts from the Adobe Scene7 team who live and breathe web, rich media and customer experience. This interactive forum offers insights and best practices on the latest trends we are seeing in the marketplace to help improve your customer experience, ultimately driving conversions and revenues.
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