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June 2016

Marketing & advertising technology

The Month in Marketing & Advertising: June 2016

Advertising, Feature, Marketing | No Comments

This month we take a look at the big stories from the worlds of marketing and advertising, two industries often filled with vacuous, self-serving shameless promotion, but occasionally buoyed by the flash of genius courtesy of an inspired original concept.

IBM launches AI-powered Watson ads

In a bid to harness the power of machine learning in all its terrifying apocalypse-inducing glory, IBM this month announced the launch of “cognitive ads”. That’s right, in an industry first,  IBM’s The Weather Company has claimed the future of advertising is here, and it lies in AI ads. The move marks the first consumer use of IBM Watson technology in advertising, but it could well become the norm for marketers as they form strategies around feedback gained from machine learning. The Weather Company initially plans to trial the technology in partnership with  Campbell Soup, Unilever and GSK Consumer Healthcare. Customers viewing a Watson Ad will be able to ask via voice or text about the product or offering. The customers will receive accurate responses thanks to Watson’s machine learning and natural language capabilities. For anyone worried Watson’s cognitive learning ads could go the way of Microsoft’s Tay, Weather Company global head of sales Jeremy Steinberg assured people that Watson creates a library of material, from which the AI-bot assembles the “curated answer.” For the sake of IBM and Watson, we hope the library of material is regularly vetted.

Marketing & advertising technology

Unilever drops gender stereotypes from its ads

In a move that has been praised by gender rights groups and the industry as a whole, Unilever has vowed to drop all sexist stereotypes from its advertising. The news comes after a two-year study found just 2% of the company’s ads show intelligent women. Unilever, which owns brands including Knorr, Dove and everyone’s (least) favourite yeast-based snack, Marmite, announced the changes following a global ad-study into gender roles in the company’s ads. The company spends €8B a year advertising more than 400 brands. The announcement was confirmed at the Cannes Lions festival in France last week. The study made for difficult reading, including finding that women were represented in an authoritative role in just 3% of ads, while 40% of the women surveyed said that they do not identify at all with the women they see in advertising. It’s a progressive step for the industry as a whole, and Unilever’s standing as the second-biggest advertiser in the world will hopefully inspire other firms to follow suit.

Marketing & advertising technology

Mark Zuckerberg’s eccentric security quirk

This month Facebook founder Mark Zuckerberg inadvertently revealed he tapes over the speaker and camera on his laptop and set the tech world into a long-overdue debate about home security. After being photographed holding a cut-out Instagram frame in celebration of the apps 500 million user milestone, eagle-eyed followers noted some interesting additions to his Macbook. The multi-millionaire millennial puts tape over his webcam and speaker to avoid conversations and images being picked up by opportunist hackers looking to get some dirt on the 32-year-old entrepreneur. The discovery sparked discussions on hardware security between major heads of state, tech specialists and even the lowly man on the street. In case you’re wondering, yes, you should tape up your webcam and mic when not using them. The NSA files leaked a few years back revealed hacking people’s laptops is not above the security agency, and several cyber security experts have advised people to do everything they can to limit hackers access to their private lives. Whether you think it’s a little extreme comes down to what you do in front of your webcam, but the reality is, taking a few extra precautions never hurt anyone, even if it does make you look a little paranoid.

Marketing & advertising technology

Everyone is jumping on the Euro Cup train

Even with some premature exits from the competition (not to mention some not so premature exits), the Euro 2016 tournament in France has proven a level playing field for new talent, both on and off the pitch. The tournament has led to some truly inspired advertising so far, with big names like Coca-Cola, Mars and others opting for the “Come on England!” approach in the UK. The flaw with opting for this approach perhaps should have prompted calls for a backup campaign, but so far it seems like most brands hadn’t anticipated the highly likely scenario of England crashing out early. Budweiser was picked up on social media for a billboard spotted following England’s departure from the competition. ‘50 YEARS OF HURT IS THIRSTY WORK’ may have sounded like a great line during discussions in Budweiser’s marketing department several months back, but when seen after England have already been knocked out, it takes on a slightly derisory tone. Coupled with the billboards location in an Asda car park in Coryton, Cardiff, the ad takes on an even more sardonic tone. A far more inspired approach to marketing came courtesy of that most unlikely of sources; the Iceland supermarket chain. Prior to the game between the England vs Iceland game, the frozen foods specialists had encouraged some friendly competition between the two countries by rebranding its stores:

The store Tweeted throughout the game itself, at several points reminding followers that it was in fact just a supermarket, and did not represent the tiny island nation of Iceland. With the final whistle signalling an end to England’s Euro Cup hopes, Iceland the store tried to stay magnanimous in victory (well, it’s namesake’s victory, anyway):

Brexit marks a change in fortunes for UK businesses

After several months of fierce campaigning, Britain voted to leave the EU. Ignoring the political and economic implications of the vote, Brexit has already begun to impact on the country’s thriving marketing and advertising industries. Even before the vote, the uncertainty caused by the EU referendum was beginning to influence the markets. For ITV, this uncertainty led to the broadcaster lowering its ad revenue forecast in the first half of 2016. Likewise, ITV rivals Channel 4 blamed the slowdown in advertising spend on the referendum. Jonathan Allen, director of sales of Channel 4, told Campaign “About a quarter of it [fall in ad revenue] is Brexit.” The reason behind the fall was the level of uncertainty the referendum created. Advertisers are wary of investing too heavily when they’re not sure what’s around the corner. The slowdown looked set to lift as soon as the vote came in. However, with the political environment still precariously ambiguous, advertisers have been wary of investing too heavily, which places more emphasis on maintaining current brand policies and shifting market focus even further towards the digital landscape. The truth of the matter is, nobody can be certain what effect leaving the European Union will have on the advertising and marketing industries. One thing is for certain, however, is that the vote gives the UK and the EU, a whole new set of opportunities and obstacles. It’s  up to the industries to ensure they’re ready to tackle both.

Marketing & advertising technology

Digital portfolio for graphic designers

5 reasons why the digital portfolio is essential for graphic design graduates

Analytics, Employment, Feature, Graphic Design | No Comments

With competition in the art industries growing more intense every day, more graduates are turning to resourceful and original ways to market their skills. With the average employment rate for graphic designers expected to increase by 7% in the next decade (and an anticipated 16% decline in the employment of graphic designers in previously reliable industries like newspapers, periodicals, and directory assistance books) competition is only going to increase.

After all the time, effort and individual thought you’ve invested in your designs, you want to showcase them through the most original platform available. That’s why more designers are taking their portfolios online. A platform that allows you to consistently edit your portfolio and study its reception from major industry professionals gives you the power to make more informed decisions, helping you land that elusive first graduate job with your dream design agency. Here at Clemmie, we’ve discussed before why the digital portfolio is quickly becoming the platform for modern designers. The digital portfolio presents its own unique set of challenges for graphic designers, but the potential rewards can be huge.

Be heard above the noise

In the highly competitive graphic design industry, you have to take any opportunity you can to stand out from the crowd. More designers are turning to a digital portfolio to get their work on the desks of design agencies, but there is still an abundance of ways to give your designs an original platform. A digital portfolio provides an opportunity to challenge the traditional print, post and pray method of applying for your first graduate job, but it also encourages employers to engage with your designs on a more intricate level. For those looking to earn a living from freelance work alone (with around 25% of all graphic designers self-employed), having the right portfolio is even more essential to ensure a regular income.

Keep it contemporary

Imagine; rather than endlessly printing updated portfolios custom made for a particular opportunity, you could instead create a new fully customised portfolio in a matter of minutes. This ensures you don’t go ahead and send out a resume with old designs simply because you printed too many and want to get your money’s worth (we’ve all been there). Instead, you can select the latest and greatest projects according to the opportunity in hand. In the competitive world of graphic design, an outdated design can mean the difference between being called up for that elusive interview or passed over for someone who kept their material up-to-date.

Lower the costs

The traditional paper portfolio is an outdated concept. As developments in technology enable people to work remotely, the geographic scope for employment opportunities has expanded. In turn, graphic designers are looking further afield to find their ideal role. In doing so, however, you also need to be prepared to send your portfolios further. This means getting your designs into the hands of employers requires more time, effort and, perhaps crucially, money. With a digital portfolio, you can send illustrations around the world with no added cost while demonstrating your versatility with new technologies, a vital skill for the modern designer. The money saved on not printing expensive portfolios and paying for postage costs can be channelled into continuing to hunt for employment and honing your skills for future opportunities.

Notifications on the go

Perhaps one of the most frustrating elements of applying for a graphic design role is the waiting period that follows sending off your portfolio. Creating a digital portfolio through Clemmie, however, allows you to send the best designs digitally to a range of organisations safe in the knowledge that you will receive a notification when it’s opened, coupled with a detailed breakdown of exactly how an organisation has interacted with your materials. The analytics Clemmie provides detail exactly which projects stood out, which illustrations grabbed their attention, and which designs were so good they just had to share them, allowing you to focus your attention on developing the best digital portfolio and creating new designs based on what you know design agencies want.

Be your own employment agency

Not only does a digital portfolio from Clemmie give you a better understanding of how to develop a stronger CV for the future, it also enables you to craft the best material for an interview based on what elements most appealed to an employer. This is essential for a designer looking to put their best foot forward and go into an interview confident they can make the right impression first time. By studying the analytics provided by a Clemmie portfolio, you can begin to tailor material for subsequent interactions with a potential employer according to what they responded to positively. With quantified data, you can categorise and prioritise employment opportunities based on which prospective employers expressed the most interest. Designs can be prioritised and you can enter an interview confident you are arriving with your best material.

As more and more employers turn to data in the hunt for the ideal employee, it stands to reason that you should too. Graphic design requires not only a keen eye for appealing visuals, it also requires a willingness to embrace new technology as and when it becomes available. What better place to start proving both these attributes than in your portfolio?

Mobile marketing app

Clemmie app now available on iOS and Android

Marketing, Mobile app, News, Technology | No Comments

Clemmie.xyz is proud to announce the launch of the official Clemmie app. The app is designed to enable everybody, from major corporation leaders to owners of independent startups, to instantly create custom company websites from their own marketing content and track client engagement on an individual level.

Created in partnership with Google, Clemmie.xyz is dedicated to enabling companies to engage and understand their clients on an individual basis. Site creation is a simple three step process. As soon as the client accesses the site, the Clemmie app begins to regularly feed back the engagement of that client. Clemmie’s up to the minute analytics tell you at a glance which aspects of your product, organisation or marketing message are of most interest to the client.

From there you can make informed decisions on the next course of dialogue or future marketing output.

The Clemmie app is completely free to download on Android and iOS, and each individual InSite costs just $4.99, or €4.99. 

Visit the Clemmie website at http://clemmie.xyz/ to find out more, or follow Clemmie on Twitter at https://twitter.com/clemmie_xyz or LinkedIn at https://www.linkedin.com/company/clemmie-xyz to find out about great new offers and all the latest Clemmie news.

Clemmie works with an extensive array of high-profile brands and internationally recognised names, including a major international architecture firm.

Digital marketing for real estate

A guide to digital marketing in the real estate industry

Analytics, Ecommerce, Marketing, Real estate, Technology | No Comments

As competition in the real estate industry increases, figuring out the formula to engaging with customers in a way that’s both time and cost efficient has become a kind of holy grail to marketers. A firm’s survival depends on staying ahead of competitors on every front and, unfortunately, offering the best value is no longer a guarantee of success. In the age of to-the-minute marketing, it’s also about promoting your brand through the most accessible platforms. These days, even with a website and some social media tools under their belt, firms can flounder if they don’t know how to market themselves effectively. When it comes to real estate, the fate of a business can rest on the decisions of just a few key players, so it’s even more vital the content and delivery of the material leave the right impression.

Email marketing isn’t dead

The road to intelligent email marketing has been a rocky one, to say the least. From the days of blanket spamming to the more personalised mail content of today, marketers have struggled to tap into the true potential of the medium. Despite that personalised emails have been proven to deliver transaction rates up to six times higher than traditional marketing methods, 70% of brands still fail to use them. A study by Experian found that the biggest obstacles with personalisation lie in gaining insight quickly enough (40%), having enough data (39%), and inaccurate data (38%). Now, with the advent of AI and intelligent content creation processes, emails can be personalised to suit the exact needs of the individual.
In real estate, this means sending only the properties that fit the specific requirements of the customer, and it benefits everybody. The customer only gets a selection of the best properties for their needs, while the marketer increases the chance of a sale. When promoting high-value products and services, the scattergun approach to marketing becomes ever more ponderous and even less effective. Clemmie allows marketers to combine the immediacy of an email with the impact of a personalised website to connect with customers on an individual level, identifying their key interests through analytics gathered from their interaction with specially selected content.
Digital marketing for real estate

Provide instant access to the best offers

One of the biggest advantages of the digital age is the increased level of interactivity and, more crucially, the opportunity to give customers the most up-to-date information possible. For businesses today, the ability to provide instant updates can make or break a company. Digital marketing is founded on utilising the medium to increase your brand’s visibility and ensure it’s core values are communicated effectively. This can only happen if marketers ensure they have a system in place that allows content to be updated regularly with relevant information, through the best channels. Google announced recently it will begin downgrading sites that aren’t optimised for mobile. With the number of emails opened on mobile devices increasing by 30% from 2010 to 2015, marketers can’t afford to delay the optimisation process any longer.
For real estate, digital marketing requires a significant investment of time studying the browsing patterns of customers. Taking note of peak times, studying bounce rates and subsequently tailoring content are essential to the marketers routine if they want to deliver the most optimised browsing experience possible. AI has made huge steps in alleviating the time constraints of round-the-clock content updates, but it’s primary use right now is in scheduling content to go live at non-working hours. With a Clemmie InSite, you can provide timely content at any time. Not only this, but thanks to the comprehensive analytics, you can begin to build up a pattern of when your clients are most active, and tailor your communication schedule accordingly.
Digital marketing for real estate

Target the right audience

According to a study by Digital Trends, 73% of consumers prefer to do business with brands that use personal information to make their shopping experiences more relevant. To do this, marketers must first understand who they are marketing to, and why. Drawing up a characteristics tally allows you to objectively compare different clients using similar services (you can find these in the Followers of your counterpart company’s Twitter and Facebook pages). Using these, you can begin to collate details and create an accurate picture of the typical client, and begin to understand the kind of marketing content that would most appeal to them.
Targeting the right audience may seem like one of the simpler aspects of marketing, but it can present a myriad of problems. While a business’ core ethos should remain relatively fixed, marketers have to grasp the static nature of their audience, and the means by which to reach them. This is particularly true for real estate, which requires a keen understanding of the best channels through which to market their brand. For instance, posting multi-million dollar property ads to social media sites usually frequented by 18-25-year-olds is unlikely to yield as much ROI as an ad on a luxury car website. Using web analytics tools gives marketers deeper insights into where their audiences are based, how they come to find the website and what they do when they’re there. It’s then up to the marketer to decide how content should be tailored according to these variables.
Digital marketing for real estate

Personalise the experience

With all the different channels of communication available today, marketers have more tools to personalise their content than ever before. Email marketing, connecting through social media, and personalised minisites have enabled marketers to connect with their clients on a real, personal level, but also provide their fair share of headaches. While one-to-one marketing comes with its own unique set of challenges, it can also unlock insights into the mind of your target audience. One way to do this is to ensure you are having a conversation with the consumer, not just sharing information with them. It may sound obvious, but by asking consumers directly what they want, you can begin to build a better understanding of who they are and where they fit with your brand. There are so many channels to engage with your audience now, marketers really have no excuse. Despite this, 66% of marketers claim that one of the big obstacles to personalization is securing internal resources to execute personalised marketing programs.
In real estate, there are a number of resources for personalising communications, but they can vary between tools a marketer can’t do without to tools only the creator could love. As a marketer, it’s your duty to stay up-to-date with the latest and best tools at your disposal. Read reviews, talk to other marketers, and, most importantly, don’t be afraid to try out new tools on your own material, albeit in a controlled environment. Clemmie is aiming to usher in a new era of one-to-one marketing personalisation, one in which clients truly feel valued by the brands that interact with them thanks to content completely customised to meet their needs, and a reciprocal element behind the communications that ensures each interaction is a two-way street.
Digital marketing for real estate

Digital portfolio microsite for photograpgers

Why companies need to embrace the future of email marketing now

AI, Ecommerce, Innovation, Marketing, Technology | No Comments

Much like the human race, marketing is in a perpetual state of evolution and adaptation. Unlike the human race, marketing is also in a constant game of catch-up to the tech world’s own evolutionary process. Electronic mail has come a long way since the first ever mass email (sent by Gary Thuerk, a Marketing Manager at Digital Equipment Corp, back in 1978, in case you were wondering). During the 90s, email marketing first began to take shape, but the lack of widely available internet meant mass digital marketing didn’t take off until the next decade. Unfortunately, when it did, companies soon realised they could send ‘digital junk mail’ to both potential customers and total strangers with less expenditure than traditional marketing channels.

The dawn of the ‘spampaign’

New legislation was introduced to stem the tide of unsolicited emails but to little avail. The Data Protection Act, introduced in 1998, added a clause that meant every company had to offer an opt-out from their mailing list. The Privacy and Electronic Communications Regulations act was  introduced to Europe in 2003 to draw up a clearer list of email marketing decorum, but even this failed to make a dent in the mass of daily junk mail. It wasn’t until 2004 and the introduction of the Sender Policy Framework (SPF) that users began to gain some control over what landed in their inbox. The SPF was designed to identify the IP address of a sender, making it easier to qualify if the mail was spam. Since then, new technologies have been incorporated allowing users to identify and block spam with just a few clicks, but even this hasn’t deterred everybody.
In 2009, Return Path reported nearly 30% of commercial emails sent to users didn’t even reach an inbox. The internet was changing, but marketers were reluctant to give up on already entrenched email marketing habits. So companies continued to send out mass emails in the hope the scatter-gun approach would yield at least a few new customers based on odds alone. The days of blanket advertising should be over, but marketers still persist in the ‘one size fits all’ approach. Not only does this make opening your inbox in the morning a chore, it makes it harder to trust brands that have been guilty of an indiscriminate marketing campaign in the past.
AI for email marketing

Say goodbye to spamming

Not all the arguments against blanket marketing are based on how it will affect your brand image. Most email services now have comprehensive spam blockers in place to prevent this kind of aimless advertising making it through. Applications like Gmail are continually updating their spam blocker to keep inboxes free from unwanted mail. When this technology was first introduced, marketers had to figure out a way around these spam filters. So far, the results have been mixed. Many companies have struggled to retain an appropriate brand image while still making it past the filters. That’s in large part down to the sheer amount of time required in personalising each email, and that’s where modern technology can help. With Clemmie, users only receive the content relevant to them, and each new interaction with an InSite brings an even greater level of detail specific to the client.

Adopting AI & marketing automation

More and more marketers are turning to AI to engage with potential customers on a more personal level. We’re not yet at the point where it’s impossible to tell if it were sent by man or machine, but AI has made real inroads in enabling companies to contact large groups with personalised marketing content. With email marketing technology now used by 82% of B2B and B2C companies, it’s imperative that companies embrace advances in technology, such as the AI automation of sending times. A 2013 Marketing Effectiveness Study by the Lenskold Group found that companies who send automated emails are 133% more likely to send relevant messages that correspond with a customer’s purchase cycle. So just how far will AI go? In fact, the days where marketing can be tailored to meet the needs of an individual are already here; AI technology is slowly taking on the role of content creator, courier and feedback connoisseur.
AI in email marketing

Dynamic content

Email automation has enabled a much more precise approach to marketing, but it still requires a human touch to add ensure the content isn’t too clinical, and that’s where dynamic content comes in. Dynamic content aims to create a more reciprocal experience for the consumer through constantly editing HTML content based on the user’s previous interactions with marketing material. So, if you search for a product on a B2C website like Amazon, subsequent emails received from Amazon will feature similar products. Thankfully, more marketers are beginning to realise the static, ever-changing nature of consumer’s requirements and are tailoring email correspondence to suit these needs.

Making the most of the metrics

It’s not just a person’s browsing history that can influence the content they see. By using analytics tools like Google’s, marketers can see a recipient’s location and tailor the email to include local events, or alert them to the nearest collection points. Tech-enthusiasts and marketers alike are predicting that one day every interaction we have with organisations, no matter how innocuous, will be completely tailored to an individual’s metrics. Analytics are fast becoming the most valuable asset to company revenue, so it’s vital firms understand how to utilise the data effectively. In the meantime, marketers are waking up to the need for content that is relevant to each specific user, and quality is finally taking centre stage over quantity.

Transactional emails=brand loyalty

Transactional emails are one of the best ways to engage with consumers because they are triggered to be sent out when an individual performs a pre-selected action on your site. Most marketers are only just beginning to appreciate the value of these emails to customer loyalty and the high conversion rates they inspire. After all, the open rates for transactional emails are 8 times higher than other emails. They’re easy to implement, highly personalised, drive revenue and they’re sent not as spam but in response to a request on behalf of the recipient. What’s not to like?
AI in email marketing

Moving into mobile

According to a study by Campaign Monitor, about 53% of emails are opened on mobile devices. The number of emails opened on mobile devices increased by 30% from 2010 to 2015, and around 60% of online adults in the US and the UK use at least two devices each day. With email also bringing in the biggest ROI for marketers, it’s clear the future lies in engaging with a mobile population through their email with personalised content. It’s vital that marketers hit the right note instantly, particularly when you consider that 87% of clicks come about when a recipient opens the email for the first time. With 75% of Gmail users accessing their accounts via mobile devices, marketers can’t afford to not optimise their content for the mobile generation.

The Clemmie revolution

As technologies evolve, so too do the needs of the marketer. The hot ticket for anyone working in tech today is assimilation. Just as the mobile phone has slowly integrated other technologies, software capable of merging multiple functions is now becoming a must for marketers. Clemmie works as a marketing tool, allowing you to create personalised mini websites that can be sent instantly to a prospective client, shareholder or colleague. Clemmie’s real value, however, lies in the metrics it provides after your chosen recipient accesses their unique mini-site. This enables the marketer to gather all the necessary information needed to improve client communication, such as how long clients spent on site, how many times they shared it and what content stood out. We’ve talked before about the value of small data when it comes to platforming new content, but it can apply to almost any public aspect of a brand. With personalised email messages improving click-through rates by an average of 14% and conversions by 10%, marketers need to seize every possible opportunity to personalise their content.
New Clemmie Header image

The simple truth of email marketing is there is no one way to implement it effectively, but there are a thousand ways to do it wrong. The current pace of technological change means the only way marketers can hope to stay on top is to constantly adapt their campaign methods according to what works best at the time. The methods may change, but the goal will always stay the same; to understand what clients want and how to give it to them in the simplest way, engage with them and ensure you’re meeting their needs that will encourage them to come back again and again. Advances in technology are allowing us to do this in ways we previously never thought possible, but it’s down to the marketer to use this technology to give their brand the platform it deserves.

Clemmentines-Computer-photo

Do I need a digital architecture portfolio?

Architecture, Innovation, Technology | No Comments

Like most design-based industries, architecture relies on nailing that first impression when it comes to finding work. The entire process depends on creating designs capable of capturing both the essence of an area and the imagination of the client. Not only this, but the application process entails the endless sending of portfolios and hoping to hear something back. The subjective nature of design and the growing number of independent architects can make winning projects more taxing than the design of the building itself. That’s why it’s vital architects take every advantage available to get their designs out there, especially when it involves embracing new technology, particularly the digital architecture portfolio.

Stand out from the crowd

It’s a sad fact that, in the architecture world, exceptional design is no longer a guarantee of landing a project. With so many competing firms vying for a limited number of projects, it’s vital companies hit the right notes on the first pitch. Pitching to prospective clients relies on having an eye for originality, putting across your designs in a unique way while understanding what it is they’re looking for. Digital portfolios can achieve all of these things. But while they have become more common in the past decade, they are still far from being the norm.

Printing out a full portfolio of designs can be time-consuming and costly. The price of printing high definition images on high-quality paper then sending the finished portfolio out to a developer can have a significant impact on your overall ROI. Instead, firms are beginning to realise the value of switching to a digital portfolio, and not merely for the time, cost and effort this saves.

Switching to digital delivery ensures your portfolio is promoted in a much more direct fashion, but also gives adds a reciprocal element to your designs. Thanks to the growth in digital rendering, potential clients can now explore a design in a 3D environment, adding a further level of interactivity.

Digital portfolio for architecture

Quantify your strengths

For architects, there are a few universal truths; you’re only as good as your last project, the right project doesn’t always go to the right designer, and you never stop learning. That last point, in particular, is why any tools that allow you to measure your design skills should be embraced at every opportunity. InSites provide regular updates on your how the client has engaged with your portfolio, breaking their interaction down into measurables like the amount of time spent on each particular design, the number of unique page views and the number of visitors. Knowledge is power, and through the analytics, you can begin to create a plan of action for future discussions with the client.

InSites provide regular updates on your how the client has engaged with your portfolio, breaking their interaction down into measurables like the amount of time spent on each particular design, the number of unique page views and the number of visitors. Knowledge is power, and through the analytics, you can begin to create a plan of action for future discussions with the client.

With a digital portfolio, you can begin to build up a better understanding of what is working and what isn’t through quantified feedback. Good design may be something that can’t be taught, but intelligent marketing certainly can.

Digital portfolio for architecture

Hand-pick your portfolio on the move

Another issue facing architecture firms today is the need to be available to engage with opportunities at a moment’s notice. While most major new project bids will be announced by developers months in advance of the submission date, opportunities can become available with no prior warning and be snapped up even faster.

The strength of using a digital portfolio such as those generated through a Clemmie InSite lies in the metrics it provides, the highly original and interactive method of presenting your designs and the speed with which you create them. In any industry, wasted time means wasted money.

For an architect travelling across continents and attending regular pitches, digital portfolios can be the ideal preface to a face-to-face interview. Not only are they quick and simple to make, but by utilising it alongside web analytics tools, they give the architect a readable breakdown of the client’s key interests around which they can structure their subsequent interactions.

Digital portfolio for Architecture

Avoid non-opportunities

One of the biggest challenges facing the architecture industry today is the futile pursuit of projects that, for one reason or another, will never be attained. Architecture firms can spend thousands in pursuing projects that were only entered into a bid process as a formality. A Clemmie InSite covers the responsibility of several stages of the bidding process. It acts as a precursor to an Expression of Interest (EOI), it puts a digital spin on the traditional portfolio, and it acts as a device for testing the water in the case of new opportunities.

A major Clemmie client (a leading architecture firm with studios based around the globe) went from winning one in every 70 projects to one in every 13 after signing up to Clemmie. Architecture firms across the world spend millions pursuing projects they will never acquire, but a digital portfolio created with a unique URL, when used in conjunction with a web analytics tool, allows them to pursue only the opportunities they stand a real chance of winning.

Digital portfolio for Architecture

As a marketing and communication tool, the digital portfolio is the evolution of several other tech innovations of the past decade. Combining the creative interactivity of a website, the personalised touch of an email and the behind the scenes insights of web analytics software, an interactive digital portfolio gives architects the tools to promote their design in the right way, to the right people.