This month is shaping up to be a very busy one for the two tech giants, Apple and Google Android . With the recent release of iOS7, Apple is one step ahead in new smartphone operating systems. However, Android is hot on their heels, planning to release Android 4.4, dubbed Kitkat, early October. 

What we all want to know is; What’s better?

So far Android has been working efficiently with Nestle to promote their new operating system, but there is a lack of specification details from them just yet. However, the internet never fails to anticipate or gossip about what the latest Android sweet may encompass.

Rumours suggest the new update from Android will come with:

• Updates for older devices
• Fragmentation changes including screen resizing
• Miracast updates
• Color changes
• New notification widgets

The partnership between Nestle and Android is rumoured to have been of no monetary exchange; though both companies benefit from the ‘you-scratch-my-back’ marketing that will occur through the partnership. Nestle, who have released new packaging on their confectionery bars to promote the release of 4.4 Kitkat, will benefit from having their name used on in conjunction with a Google product. As well as Android getting a good chunk of marketing done through Nestles funky marketing campaign. The new packaging released by Nestle includes details of a competition to win 1 of 1000 new Nexus 7’s (a Google tablet) or Google play credit.

On the flip side, Apple’s iOS7 was well received with 32% of Apple devices in the USA and Canada making the switch to iOS7 within 48 hours. Apple’s iOS7 was a massive overhaul to the slim, aesthetic vibe that Apple promotes. Minimalistic is the buzzword to describe the new platform.

Some of the new features to iOS7 include:

• Automatic updates to make everyday use easier
• Long-overdue Control Center gives quick access to most-used features
• AirDrop to transfer files wirelessly from one device to another
• iTunes Radio to make accessing and streaming music even easier
• Easier to close running apps (some say this is more like Android)
• Auto app updating
• Edge-to-edge design
• Folders now hold more icons

While there has inevitably been some backlash from the new iOS7, we are yet to see what Android is bringing to the table just yet (apart from a huge amount of chocolate).

It will be interesting to see how Android’s Kitkat plays out visually on older models of smartphones. Both platforms are at the top of smartphone technology; it seems there’s no end to the battle between Apple and Android.

Writing copy for your website can seem like a formidable task. You spend hours agonising over each carefully crafted sentence, prudently selecting each word, until you have a perfect piece of writing that is keyword rich, speaks to your reader and gets across your point; only to edit it again and tweak it some more the next day!

The aim of any copywriting is to reach right out and pull your intended audience in before they can glaze past your main points. You want to know what is important to your audience; what their problems are, and how you can resolve them. It is essential to know this before you start typing. As our own Glen Sharkey once said; you need to know where your target is first before firing off arrows into any direction. By gathering this information, you are able to understand what will satisfy your audience and then write accordingly. Successful copy will spark interactions; suckful copy will increase your bounce rate.

Here at Zeald, we spend a lot of time copywriting for your website content, our own content, blogs and advertising. Because of this, we have become seasoned professionals. It can be gut-wrenching, not to mention costly, to discover that your web copy just isn’t working. No one is engaging, signing up for your newsletter, buying your product etc. So instead of agonising over your about us section or your latest blog post, follow our top 10 tips for writing better web copy.

1. Appeal to your reader. As we mentioned you need to know your reader. You need to know their wants, worries and needs, and then write about what they want to read, not what you like to write about. Appeal to your reader by using “alluring words” such as YOU, IMAGINE and BECAUSE.
2. Brainstorm attention grabbing headlines. Make sure it is catchy enough for people to want to read on. Numbers, questions, problems, and facts are a great ways to spark the attention of a reader. 
3. Evoke emotion. People are more likely to remember it, and connect with what they are reading. For example, if you run a gardening shop, remind people how satisfying it is to have their own produce on the table.
4. Acknowledge worries. You want to make people aware of what their concerns are with your industry and then address them (make sure you can address them). For example if you own a florist shop, highlight the concern of flowers not being delivered on time, then put their mind at ease with your track record, money back guarantee etc.
5. Be confident. Words like “may, wish, hope, try, perhaps” leave your audience not knowing if you will come through, instead choose the words that instil confidence- “will, can, do”.
6. Write for the here and now. Avoid using past tense; you want to engage with your audience straight away. Present tense is the key.
7. Break up your paragraphs. People avoid big content blocks because they take effort to read. Play around with images, bullet points, headlines and your layout to keep their attention for longer.
8. Use language your audience can understand. There is nothing worse than when a great message goes over someone’s head because they did not understand what was being said.
9. Utilise stories. Most people avoid advertising at all costs. A relatable story can break down those barriers and create a more willing listener.
10. Humour never killed anyone. A good chuckle from your reader may be more effective than you know. 

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While social media can be a great platform to talk about your new products, it is important not to make it the be all end all. As an avid Facebook user, it is almost hard to write that! This is becoming especially apparent in the fashion industry where large companies who invested a lot of time and money into their social media platforms, are not reaping the rewards.

In 2011, retailers began to think that Facebook and other social media platforms would become flagship stores in their business strategies. Alex Bolen of Oscar de la Renta (a very high-end fashion label, for those of you out there who are not fashion obsessed), even stated, “We expect Facebook will become a major channel of commerce”. Unfortunately, this did not happen. They found that while a lot of people were viewing their Facebook page, not a lot of people were then clicking over to make purchases. This is mostly because, anyone can hit 'like' on Facebook; it barely involves any effort, which means that you may have millions of 'likes' but none that are quality.

A study by Custora showed that Social Media platforms were being significantly out-performed by search and email marketing. One of the ideas behind this is: if people are actively searching for your website, they are either looking for information, or looking to buy/enquire. However on Facebook, people are often just looking for inspiration, or to feel part of a brand they like.

The study, which examined data from 86 US retailers across 14 industries, found organic search to be the largest source of e-commerce customers (15.8% of all customers acquired), followed by cost-per-click (9.8%). Since 2009, customer acquisition via email has quadrupled, growing to 6.8%. Affiliate referral traffic has also grown significantly, and now accounts for 6.3% of customers acquired.

In contrast, Facebook accounted for just .17% of all e-commerce customers acquired, and Twitter was responsible for less than .01%.

E-Commerce Customer Acquisition Snapshot, Custora, June,2013

Instead of using Facebook or Twitter as your silver bullet marketing strategy, use it more as a two-way communication tool for your brand, and start a conversation with your likers. This can easily be done by linking articles or pictures you think represent your brand, or asking your followers their opinions. Facebook has recently changed its rules on promotions and contests, so now you even have the option to run a contest on your Facebook. While this may seem less impressive, getting your own voice out there is important. You want a personality behind your company, to humanise yourself so that people are better able to relate to your business.

The best thing about Facebook is that you can interact with your audience. So make the most of this and listen to what they have to say!