Equator currently employs 94 staff at our busy Glasgow headquarters but are on course to tip 100 over the next few months as we seek talented design, client services, project management and marketing staff with a passion for digital.

A full list of vacancies can be found here.

If you would like the chance to be part of our dynamic, award winning team, working with exciting brands including SSE, AXA and Malmaison, we want to hear from you.

Visit www.eqtr.com for more information.

The post Equator is Recruiting appeared first on Equator Live.

The expertise has enabled Equator to lead the way in building fully mobile responsive websites for its clients and creating bespoke design features that would have been impossible with previous versions of HTML.

Great examples of Equator’s HTML5 work include the award winning sites for premium whisky brand The Macallan and boutique hotel chain Malmaison.

HTML5 is the next evolution of HTML, or Hyper Text Markup Language, which forms the backbone of almost every site on the Internet and is a major step forward for the web design world as it allows for increases in functionality.

Modern web browsers increasingly support the features offered by the ever maturing HTML5 and CSS3 specification. These features have given our web developers the opportunity to build forward thinking solutions, using cutting edge techniques and best practices.

Equator delivers bespoke web applications using HTML5, CSS3 and JavaScript to integrate with the latest server-side technologies. These technologies combined deliver an efficient, accessible and rich user experience.

There is an ever increasing requirement to deliver accessible content, regardless of the end users browser, device or connectivity. The introduction of HTML5 and CSS3 has given our developers the opportunity to build responsive web applications, using methodologies and techniques such as progressive enhancement and mobile first development.

Robert Graham, Equator’s director of development, said: “Equator prides itself on being amongst the pioneers of new digital technology and we were keen to take advantage of the new opportunities that HTML5 created for web development as soon as it became available to us.

“A third of our developers have now sat and passed Exam 70-480 Programming in HTML5 with JavaScript and CSS3, with several more due to sit it in the coming months.

“We take the career development of our people really seriously and will always support and encourage those who are keen to learn new skills and gain additional qualifications.”

The post HTML5 Certification appeared first on Equator Live.

This technology allows tracking in real-time and in real-life. The technology could influence all kinds of things – from rates relating to how media is traded, to publisher accountability.  In any case, we think it means a good thing for the online display industry.

The post We’ve got our eye on you (and your eyes!) appeared first on Equator Live.

With Outlook we were left wondering what our ad choices would be as nothing had been officially announced (though we suspected that the space to the right of the page, filled with internal messages, would come in handy!).

Finally came the news we’d been waiting for: Microsoft Advertising Debuts versaTiles, Outlook’s Ad Format.  This new format is all about engagement and flexibility, “the new units consist of flexible ‘tiles’ that give brands the chance to engage in ‘deep storytelling’”.

And while the three types of template formats are not really new to the industry, they are a fantastic concept, rolled up together in one publisher solution covering brand, product awareness and direct response.

The post Outlook Ads appeared first on Equator Live.

Retailers, who choose to hide behind their shiny shutters, may find themselves losing out to those that have embraced the new shopping experience implementing aids to help the mobile shopper ultimately convert.  Google has recently published their UK findings into the subject, with an abundance of overwhelming statistics:

• 90% of smartphone shoppers use their phone for pre-shopping activities
• 84% of smartphone shoppers use their devices to help shop while in a store
• Almost half use mobile for 15+ minutes per store visit

Whether you are a fan of showrooming or not, you cannot deny the desirable figures that indicate the shopping experience is changing.

The post Catch 22: Showrooming appeared first on Equator Live.

1. Approach

Consumer engagement is no longer a series of one-off experiences. Engagement online is about an on-going dialogue between you, the business and them, the consumer.

Instead of going straight in for the hard sell when you see an opportunity to talk to a consumer online; why not take a delicate approach and talk to the consumer in a more human way, Take into consideration what the consumer is saying and see if you are able to provide them with useful information. This is more likely to help build a trust between the business and the consumer and will encourage them to talk to you again.

2. Engage

Engaging with consumers on social media really allows them to get an insight into your brand experience so make sure you’re leaving the right impression. Don’t ignore those who are going out of their way to connect with you as a brand on Twitter and Facebook etc. Take part in theconversation, offering advice and giving links or codes for exclusive offers and promotions.

This does not push products or services on to the consumer however; it shows your concern for their well-being and happiness and lightly introduces them to the type of service you can offer them as an existing or new consumer. This is a sure fire way to make the consumer feel valued as individual and will leave them feeling happy about your brand.

3. Promote

You have now established a relationship with the consumer on social media. By offering good customer service initially you now have a better opportunity to promote your product or service, amplifying your brand.

Our social team at Equator strongly believe social media engagement should feel less like a marketing and sales campaign and more like a well-developed bond founded on the basis of good consumer understanding and mutual respect. These three steps should help you achieve your overall goal (whether that might include customer acquisition or gaining sales) more organically.

Now we have set you up with some great tips on social interaction with your consumers, why not try it out? Let us know how well it works for you and don’t hesitate to send us a message if you would like more social media advice for your business!

The post 3 Steps to Successful Social Media Engagement appeared first on Equator Live.

Rather than develop a whole phone, the folks at Facebook were actually developing a user interface system for android compatible phones, which brings Facebook to the centre of your phone (and potentially world, if Facebook have their way).

This is said to benefit users who according to Facebook Founder Mark Zuckerberg, spend around 20% of your time on the network and 25% of your time if you throw in Facebook owned app Instagram.

How will it work?

From the moment the user turns on their phone, the Facebook Home application will become their home screen, notification board and communication tool. It delivers upfront notifications for not just Facebook but other apps too, and provides quick access to all the essentials on an android phone.

The two primary components of the app include Cover Feeds and Chat Heads. The Cover Feed provides the user with status updates, photo captions and icons to like and comment on activity on Facebook. Whereas, the Chat Heads function is a means to communicating with friends, family and colleagues as and when they interact, straight from a phone’s home screen.

So what does this mean for marketers?

For those who market themselves online there could be a very obvious opportunity here. If this app proves to be successful, its users are more than likely going to spend more time on the social media network. This could lead to marketers being able to push targeted campaigns at the users more often thus adding to revenue.

Currently, it is noted that Facebook ads do not work as well on phones due to smaller screens making the advertisement less effective. However with the improvements to Facebook visuals within Facebook home, Zuckerberg announced that ads will soon be available on the larger home screen on the app alongside users status updates, photos, and videos and so on.

There could be several advantages and disadvantages to this approach. If the targeting is right and provides the consumer with engaging and useful information, this approach could be taken positively and may lead to potential sales and customer acquisition. However, with Facebook hinting that they will be showing ads on locked screens also, many would argue that this approach will be too invasive…which could lead to users abandoning the app.

Initial roll-out of Facebook Home is on Android enabled phones including Galaxy S3, S4 and Note II and the HTC One and One X+. More compatible android models have still to be announced.

The post Does Facebook Home Mean Anything for Marketers? appeared first on Equator Live.

This new feature, according to Twitter, will allow businesses to “reach users at the right moment, in the right context”. Using keyword search, it will enable your business to promote products or services more specifically.

Twitter explains that if a user is talking about their favourite band and it so happens that the band is on tour then venues hosting the event would be able to set up geo-targeted campaigns using relevant keywords for the band with a Tweet containing a link to buy tickets. The user who had previously tweeted about the band could soon see a promoted tweet in their feed letting them know about the gig.

It is being said that Twitter is beginning to follow suit of Google by using tools similar to what you might use for search. Brands on the social network are able to target promoted tweets towards users based on their conversations using parameters such as their location to help ensure stronger targeting.

So will Twitter keyword advertising work?

This could be a potential gold mine for businesses that use it effectively however, it has to be ensured that the tool is used appropriately and that sufficient research has taken place to guarantee that the promoted Tweets will be reaching the right users.

Twitter have shared their successful test stories for brands: Go Pro, Everything Everywhere, Microsoft Japan and Walgreens. Go Pro confirmed that after testing the Twitter tool they saw close to two million impressions and engagement rates as high as 11%.

Twitter Keyword Targeting provides brands with the opportunity to learn about a user’s intent and the chance to deliver relatable advertisements that are more likely to encourage a response.

The great thing about Twitter Keyword Targeting is that it’s not likely to provoke a negative response from its users. The tool won’t ‘spam’ users with endless advertisements, Twitter made it clear that advertisements on timelines will not increase, but instead they should be improving the user’s Twitter experience by giving them more personalised information based around their interests etc.

Will you be implementing Twitter Keyword Targeting into your social media plan? Share your thoughts with us!

The post Twitter Keyword Targeting appeared first on Equator Live.

This is putting more pressure on retailers to offer the best discounts around and, where historically discounts have always been a sure fire way of driving big sale volumes on a quick turnaround, it’s now crucial to make sure they are not affecting your margins.

Discounts work because price is a huge deal to consumers and research in 2012 shows 60%* of web shoppers now subscribe to deal sites. This ultimately means that price competition is at a new level and is standardising discounts as an accepted part of retailing practice.

The growth of mobile purchasing is also heavily influencing the popularity of retailer discounts with the popularity of local search and time sensitive, geographically based offers. It’s now important to be mindful when utilising the value of the discount options on offer whilst still maximising the margin opportunity from each customer.

There are many situations where discounting is a viable option, whether it’s clearing excess stock or driving customer loyalty by securing a first time purchase. And, by utilising discount sites to highlight an attractive discount early on in the shopper’s online search journey means that you could avoid later marketing expenses such as PPC.

However, in this competitive world where retailers are trying to intercept online traffic with the best possible deals, it’s about getting the best value deal out there tactfully without increasing cost per lead. Be strategic when offering discounts and be careful not to go overboard and de-value your brand.

Only revert to discounts when all other avenues have been exhausted. Check your creative to make sure it is appealing to your target market, your content should be relevant and easy to digest particularly highlighting the unique selling points of your product or service and include eye catching imagery where possible as well.

It’s better to treat discounts as a last resort method, try to find a more strategic approach to improve conversions before you resort to a deal. Best practice is to only offer discounts to those customers it will really make a difference to and by offering them only the amount that will make them convert.

(*Why discounts should always be the last resort – Ian McCAig – 13^th May 2013 – Econsultancy)

The post Discounts, the Last Resort! appeared first on Equator Live.

‘As marketers continue to scope out new opportunities overseas, the affiliate channel will be embraced as one of the most effective ways to enter new markets’ Scott Allan, Marketing Land

Australia presents many new opportunities for the affiliate channel. Vast technological advances alongside a rise in online spend are key drivers for the affiliate channel and e-commerce down under.

Significant opportunities in e-commerce have arisen in the continent due to a major shift in its technology infrastructure. The federal government in the continent is currently implementing the ‘National Broadband Network’ which will allow its citizens to be among the most connected users in the world.  No business or home will be without high speed internet connection once this infrastructure has been fully implemented.

Recent research by the National Australia Bank Online Retail Sales Index has also shown that Australians are spending more online than ever before and the National Broadband Network will only further increase online spend.

‘As technology accommodates faster Internet connections and more Australians shop online, the continent is poised for continued growth. In many ways, this is a widely untapped market for online retailers of all sizes.’ Scott Allan, Marketing Land

The affiliate channel offers the most direct and cost effective way to reach local audiences in Australia. If you would like to break into the affiliate marketing landscape down under, keep note of these 5 key recommendations:

1. Accommodate international shipping – many merchants remove barriers that will deter potential buyers by picking up the cost of international shipping. It’s also an idea to carry out some marketing research in the local online market to ensure your shipping costs and delivery time reflects the norm.

2. Ensure that campaigns are localised – not all campaigns and promotions translate well overseas so make sure your campaigns reflect the local culture of your new target market

3. Work with a global affiliate network – do your research and sign up with a network which has great presence in Australia and an affiliate base that matches your business needs. This will allow you to tap into the key affiliates that can drive the best results for your business as well as being able to gain local expertise from the network who will know what works in the Australian market

4. Prepare your mobile strategy – mobile commerce in on the rise globally and Australian online retailers have focussed their investments in developing quality mobile sites. Make sure your mobile site matches the high standard of the local market to allow you to have a competitive offering.

5. Provide a great online experience – According to Marketing Land, 29% of Australian adults do not purchase goods online as they like to see and feel a product before they buy it. Developing a great online experience that bring your products to life will help to diminish these concerns and convert Australians to online shoppers.

The affiliate channel offers an effective route to break into the budding Australian market. Now is the time to put your affiliate plans in place to take advantage of the great opportunities Australia has to offer in the near future. If you could like any information on how you could expand your business into the Australian market, contact the affiliate team at Equator and we will be happy to discuss potential opportunities.

The post Tap into the Expanding Affiliate Market in Australia appeared first on Equator Live.