User testing helps build better app

Carnival Australia recently conducted the first usability study of the iPad version of its P&O Cruises brochure, developed by Edge. Testing was conducted using the Tobii mobile eye tracker, which provides information about visual attention, revealing a user's search strategies, decision-making processes, cognitive workload and interests. The test group comprised three men and three women, each aged between 22 and 54 years, who had been using iPad apps for at least two months prior to the study. Occupations in the group ranged from a university student to a finance analyst. The testing resulted in valuable feedback on the app's navigation, design, layout and labelling, as well as helping to identify additional functionality and content. The recommendations included more interactivity, zoom-able images and galleries, more links and special features. Edge is also utilising information from other clients' digital studies to continually improve its apps.

First Aussie mag hits Android

Edge is proud to announce Talkingshop, our first Android magazine. Published on behalf of long-term client Colliers International, Talkingshop is a publication for the retail real estate industry. The application was made available for free download on September 22 2011, and is understood to be one of the first of its kind in Australia.

Edge helped Colliers International to reinvigorate its Talkingshop program by developing it into an integrated, multi-platform vehicle including an iPad app, microsite, digital magazine, quarterly EDM and commentary on LinkedIn.

In collaboration with Colliers International, Edge developed the platform from the ground up, drawing on its experience in integrated content production and ensuring the client was fully briefed and closely involved at all stages.

This program falls in line with global trend of providing content across multiple platforms to ensure maximum reach for the client’s investment and greater audience engagement to make sure the brand is telling a consistent story.

Edge hosts content briefing

Edge recently hosted a breakfast in conjunction with B&T called ‘The C Word: Putting the content into marketing’ to demystify the buzz around ‘content’ and advise marketers how they can drive results for their brands using content marketing.

More than 100 people attended the event held at L’Aqua at Cockle Bay Wharf in Sydney October 12 2011. The list of invitees included marketers from Commonwealth Bank, Qantas, Virgin Mobile, HSBC, NSW Health and Suncorp.

Julia Keady, a consulting editor in Edge’s Melbourne office, gave an insightful presentation on trends, best practice from around the world and a range of dos and don’ts in content marketing before three of Edge’s clients – Simon Cheng from Carnival Australia, Cameron Sojan from St.George, and Ken McKenzie from Sportingbet – took to the stage to talk about how they are using content to build their brands.

Case studies from Tesco, NatWest Banking and Ralph Lauren were also shared to show worldwide brands’ innovative approaches to content marketing.

The event was a huge success and received plenty of positive feedback. This was just one of many such events Edge has planned for the future. Please check our website or blog, or follow Edge on Facebook and Twitter for updates.