Category Archives: The Internet

Print vs Online

Advertising on social networking sites soared in 2010

The internet now accounts for a quarter of all advertising spending in the UK, according to figures. They show that the value of online advertising grew by 12.8% in 2010, breaking through the £4bn barrier. A study by the Internet Advertising Bureau (IAB) and the accountants PwC found that online advertising spending grew three times as rapidly as in 2009. It also outpaced the rest of the advertising market, which has recovered after dipping during the recession.

Guy Phillipson, the chief executive of the IAB, said: “Major brands restored their advertising budgets in 2010 and online was a big winner.” The biggest growth area was display advertising on social networks, which grew by nearly 200%.

Print media’s pain

Facebook has made big advances in the last year in persuading advertisers to see social networks as a place to promote their wares. With figures showing that UK internet users spend 25% of their online time on social networks, advertisers are keen to tap into this audience. Online video advertising also nearly doubled in 2010, with £54m spent on adverts that appeared before, during or after video clips. Mobile advertising raced ahead too, with finance, telecoms and consumer brands trying to reach audiences on the move. Search advertising, still dominated by Google, remains the biggest earner, although growth in this more mature business was just 8%.

Ian Barber of the Advertising Association says there is one clear attraction which is boosting online spending: “It’s targeted, it makes it easier for brands to work out who they’re advertising to.” Other areas of advertising recovered last year, with television spending bouncing back after a steep decline. But much of the Press is still suffering, with magazines and regional newspapers seeing revenues continue to fall. Classified advertising, once a key element in regional newspaper revenues, has now nearly all migrated online.

But Lynne Anderson of the Newspaper Society says local newspapers are capturing some of that online advertising spending on their own websites: “They are getting pretty savvy at capturing audiences in new ways.” She added: “Regional newspapers – print and online – are resilient, innovative and well-placed to benefit when wider market conditions improve.”

The IAB expects online spending to continue to grow, as faster broadband makes new formats increasingly attractive.


Help the Victims of the Japan Tsunami

Over the coming weeks when visiting our site you will notice a bar at the top of our site to ‘Help The Victims of the Japan Earthquake by Spreading Awareness and Aid’ click it to find out more on how you can help the victims in Japan’s hour of need.

John Lewis Expands into European Market

More often than not, our clients ask us when working on e-commerce projects about selling to European and International markets. Obviously this seems like an attractive proposition when setting up on line as it expands your market over night from around 60million to 6 billion.

However John Lewis’s delayed response to this, may be a lesson for smaller companies. Immediate expansion into the international markets when opening an online store is not always the most sensible or feasible option. It can be fraught with obstacles to overcome, from an increased risk from fraudulent transactions to the complications surrounding taxation and postage to surrounding areas such as the states. As well as catering for multi-lingual content and having a strategy and budget in place for country specific SEO. Initially, continental consumers will not be able to purchase electrical products or larger items of furniture. Within the next 18 months, John Lewis will also consider launching foreign-language websites

It is also very interesting that they are now using their e-commerce site to test markets and weigh up if they are sizable enough to justify physical stores. Andrea O’Donnell commercial director has said… “To make a more significant investment, we need to be confident that the demand is worth it,”.

Here at Lucid we recommend having a clear and concise strategy from the outset, sticking to the markets you know and understand best. To begin with don’t bite off more than you can chew, for every product sold on line there is the potential for that product to be returned. Can your resources stretch to deal with all of the packaging and requirements, refunds and taxation issues that surround trading internationally. Once you have understood the local market and successfully traded in that market for some time, having created a strong and stable strategy then it might be time to look to international markets. Till then keep working on customer satisfaction and building that all important trust in your brand. If you do that the word will spread and your e-commerce business will grow organically.

Lucid Team Attend ‘David Chaffey’ Seminar With Manchester Met Fashion Deparment


We are attending a Seminar this evening with the Manchester Metropolitan Fashion and Design Department whom we work very closely with in a number of key areas of the business.

This should be a great seminar for the freshest tips on how we can help our rapidly expanding client base within the e-commerce sector.

Over the past 10 years David has delivered Internet marketing training courses and completed Internet marketing consulting assignments for companies large and small in many countries.

He has also written a series of best-selling Internet marketing books and specialist E-consultancy best practice guides on E-marketing tactics like SEO and PPC.

Since 1994, when he was first hooked on the web, he has specialised in building his knowledge of Internet Marketing and business technology applications and sharing this knowledge with marketing professionals and students.

Really looking forward to this one….. should be great.


Form Blog & Website Live

The form website and blog are now live, so go check it out at

We’d like to take this opportunity to wish the guys over at form; a great years trading and we look forward to seeing what their new website, blog, business cards and brochure (which will soon be hot off the press), will do for them on 2011.

Keep up the good work.


Net-a-Porter the woman’s fashion retailer, which was founded in 2000 by Natalie Massenet, is responsible for some pretty impressive achievements, establishing an online retail behemoth in the space of just 10years, in a market that most probably doubted could ever be taken online is one. Turning over in excess of £120 million per annum is two. Then selling it for a cool £350 million to Richemont the luxury goods group who owns Cartier and Mont Blanc is third on the list.

Their most recent though is the development of their new offices in London’s Westfield shopping center, which was carried out by their chosen design team Studio Fibre.

A huge aircraft hanger like space has been transformed into the slick monochromatic working environment that their team of 600 + staff call home, which can be seen in the video posted above.

If your more interested in hearing about the business end of Net-A-Porter and how it began and continues to be such a dominant force in the online fashion business like I am, you can see another very interesting video by visiting the link below…

Natalie Massanet at Zeitgiest Europe

They are now set to take on the men’s online fashion market with the imminent release of ‘Mr Porter‘ and quite frankly here at Lucid we can’t wait to see the results over the coming year. The website is launching with Ralph Lauren, Hugo Boss and a whole bunch of other brands and I would imagine will follow the same buying patterns as the woman’s with a mix of high fashion from edgy ‘Rick Owens‘ to understated elegant labels like ‘Lanvin‘.

Another Happy Customer

Big thanks, love and respect go to Charlotte Taylor for her more than kind words about the website we created for her on her latest blog post. Charlotte runs a fantastic blog, documenting her struggle, crusade, journey, fight, flight? to the top of the fashion food chain.

The blog is great, the clothes are perfect, the photography is spot on and the branding is simple, not to mention she is getting noticed by some pretty influential names… Vogue, The Guardian, Times and Topshop to mention just a few. All the right ingredients for a great label in its very first season. We wish Charlotte very good luck whilst preparing for her next show at the Vauxhall Fashion Show, which is part of London Fashion Week and throughout the rest of her very bright future.

You can see her site here….