tag:econsultancy.com,2008:/topics/advertising Latest Advertising content from Econsultancy 2016-10-24T11:19:53+01:00 tag:econsultancy.com,2008:BlogPost/68436 2016-10-24T11:19:53+01:00 2016-10-24T11:19:53+01:00 A closer look at the re-brand of Abercrombie & Fitch Nikki Gilliland <p>Abercrombie &amp; Fitch has also relaunched its website, advertising approach and overall image, just in time for its Christmas campaign.</p> <p>Here’s a closer look at how (and why) the US retailer has done it.</p> <h3>A new era</h3> <p>On the back of <a href="http://www.reuters.com/article/us-abercrombie-results-idUSKCN0T91MP20151120" target="_blank">falling sales and dwindling share price</a>, last year Abercrombie &amp; Fitch appointed a new vice president of design and creative director.</p> <p>It had been suffering from the stiff competition of ‘fast-fashion’ retailers like Urban Outfitters, Zara and H&amp;M, but even more so, the brand had been rapidly falling out of favour with youngsters.</p> <p>Why?</p> <p>As well as having a reputation for sexualised advertising, Abercrombie &amp; Fitch has previously been criticised for being elitist. </p> <p>The CEO, Mike Jeffries, was even quoted in a 2006 interview saying that the brand brazenly targets a certain type of consumer.</p> <blockquote> <p>In every school there are the cool and popular kids, and then there are the not-so-cool kids. Candidly, we go after the cool kids.</p> </blockquote> <p>Looking at the old website (see below image), it’s not difficult to see why the brand might have put off many young consumers. </p> <p><img src="https://assets.econsultancy.com/images/0008/0545/A_F_old_2.PNG" alt="" width="700" height="477"></p> <p>With other retailers like <a href="https://econsultancy.com/blog/68351-why-women-are-talking-about-h-m-s-latest-ad-campaign/" target="_blank">H&amp;M celebrating diversity</a> in their advertising, Abercrombie &amp; Fitch’s ‘all-American’ image was doing more to alienate rather than engage.</p> <h3>An inclusive approach</h3> <p>Now, Abercrombie &amp; Fitch is taking an entirely different tack.</p> <p><iframe src="https://www.youtube.com/embed/QiormpYQMGU?wmode=transparent" width="854" height="480"></iframe></p> <p>Speaking about the rebrand, Fran Horowitz, the company’s CMO recently said: “Rather than buying clothes that symbolize membership in an exclusive group, today’s consumer celebrates individuality and uniqueness.”</p> <p>Everything about the new website reflects this new all-inclusive approach.</p> <p>Using words like ‘evolving’, ‘reinventing’ and ‘welcoming’ – the brand is reassuring both old and new consumers that change is a positive thing.</p> <p><img src="https://assets.econsultancy.com/images/0008/0546/A_F.PNG" alt="" width="700" height="553"></p> <p>Likewise, there are more hints towards the brand’s heritage and established history, as well as the quality and premium nature of the product.</p> <p>Instead of high-fashion style editorials, the imagery is much more laid back. </p> <p>Gone are the moody shirtless models, and in their place are happy, smiling and laughing friends (wrapped up nice and warm for Christmas).</p> <p><img src="https://assets.econsultancy.com/images/0008/0547/A_F.PNG" alt="" width="700" height="389"></p> <h3>Rebooting on social media</h3> <p>In order to underline the new brand image, Abercrombie &amp; Fitch decided to start its social media channels from scratch.</p> <p><img src="https://assets.econsultancy.com/images/0008/0544/Capture.PNG" alt="" width="500" height="470"></p> <p>Since doing so, it has slowly populated its Instagram and Twitter accounts with snapshots from its latest campaign, using the hashtag #thisisabercrombie to highlight the change.</p> <p>The question is – will consumers be happy to embrace it?</p> <p>By removing the negatives, it is definitely easier for the brand to move forward, however it does not mean its past reputation will instantly be erased.</p> <p>What’s more, the decision to start again on social is a marketing stunt we’ve also seen before. </p> <p>Earlier this year, Yves Saint Laurent completely wiped its Instagram account after creative director, Hedi Slimane, was replaced.</p> <p>The move was labelled as childish and immature by many in the fashion industry.</p> <p>Of course, it’s not fair to tar Abercrombie &amp; Fitch with the same brush, as the reboot is just one part of its wider, large-scale change – and one that certainly needed to happen.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Character is a trend that never goes out of style. <a href="https://twitter.com/hashtag/ThisIsAbercrombie?src=hash">#ThisIsAbercrombie</a> <a href="https://t.co/VoHd9YL9zc">https://t.co/VoHd9YL9zc</a> <a href="https://t.co/saHHrJYE1r">pic.twitter.com/saHHrJYE1r</a></p> — Abercrombie &amp; Fitch (@Abercrombie) <a href="https://twitter.com/Abercrombie/status/787035257585405957">October 14, 2016</a> </blockquote> <p>With sales in continued decline before the relaunch, it remains to be seen whether or not it’ll help the brand regain its former glory.</p> tag:econsultancy.com,2008:BlogPost/68419 2016-10-14T16:20:32+01:00 2016-10-14T16:20:32+01:00 All the digital news stories you missed this week Nikki Gilliland <h3>Amazon and VMare announce partnership</h3> <p>It has been announced that Amazon and VMware – two competitors in cloud computing – are to join forces.</p> <p>From next year, VMware’s software - which includes VSphere, VSAN and NSX - will be able to run on Amazon’s cloud, also becoming available to existing Amazon users. </p> <p>Though they have traditionally been rivals, this move appears to be part of VMware’s attempts to lead innovation rather than compete with the technology giant.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Breaking: VMware officially partners w/ <a href="https://twitter.com/awscloud">@awscloud</a>! Running any app on vSphere-based cloud services just got easier <a href="https://t.co/ZFYuFiReeT">https://t.co/ZFYuFiReeT</a> <a href="https://t.co/yt4XIMqiKe">pic.twitter.com/yt4XIMqiKe</a></p> — VMware (@VMware) <a href="https://twitter.com/VMware/status/786666506457260032">October 13, 2016</a> </blockquote> <h3>Tesco and Unilever fight (and make up again) </h3> <p>Marmite fans were left in despair this week as the famously divisive spread was removed from Tesco’s website, following a dispute with Unilever over wholesale prices.</p> <p>Due to the steep drop in the value of the pound, Unilever wanted to raise its prices by 10%.</p> <p>However, Tesco refused and subsequently removed a range of Unilever products from its website, including PG Tips and Pot Noodle.</p> <p>However, we can now all breathe a sigh of relief.</p> <p>Unilever has since released a statement saying: “We have been working together closely to reach this resolution and ensure our much-loved brands are once again fully available. For all those that missed us, thanks for all the love.”</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">"I can get you Marmite, son. Been collecting it for years. I knew this day would come. But it's gonna cost ya." <a href="https://twitter.com/hashtag/Marmitegate?src=hash">#Marmitegate</a> <a href="https://t.co/HkYQIC18op">pic.twitter.com/HkYQIC18op</a></p> — Paddy Power (@paddypower) <a href="https://twitter.com/paddypower/status/786505332147179521">October 13, 2016</a> </blockquote> <h3>Facebook introduces Workplace tool</h3> <p>This week, it was announced that Workplace by Facebook will be opened up to any organization or business that wants to use it.</p> <p>Formerly known as Facebook at Work, the enterprise tool is essentially a rival to Slack, allowing employees to communicate with each other outside the realms of company email.</p> <p>So far, the likes of Danone, Starbucks and Oxfam have all signed up.</p> <p><img src="https://assets.econsultancy.com/images/0008/0388/Workplace_by_Facebook.PNG" alt="" width="550" height="450"></p> <h3>Samsung set to lose $5.4bn over Galaxy Note 7 recall</h3> <p>Since the Galaxy Note 7 was recalled last month after reports of battery fires, Samsung has announced the total cost of pulling the device off the market will be at least $5.4bn.</p> <p>The company had already lowered its third-quarter profit guidance by $2.3bn, but it is now expected to take an additional hit of $3bn.</p> <p>Meanwhile, hotly anticipated sales figures of rival device, the iPhone 7, are set to be released on 25th October.</p> <h3>Amazon launches new competitor to Spotify and Apple Music</h3> <p>Amazon Music Unlimited is the latest player in the music streaming market.</p> <p>Set to initially launch in the US, it will cost $9.99 per month – the same as Spotify.</p> <p>However, Amazon Prime customers will be able to subscribe for $7.99, while owners of the Amazon Echo can get the service for just $3.99. </p> <p>The only catch with the Amazon Echo deal is that users can only stream using this device.</p> <p><img src="https://assets.econsultancy.com/images/0008/0389/Amazon_music_unlimited.PNG" alt="" width="650" height="352"></p> <h3>Snapchat sets its sights on UK advertisers</h3> <p>Claire Valoti, GM of Snap Inc. in the UK has emphasised the platform’s potential for mobile ads, suggesting that the popularity of brand lenses means that “people are playing with advertising”.</p> <p>A few months ago, Snapchat announced the roll out of an API - an interface that will allow third-party partners to programmatically trade snap ads. </p> <p>Though it is not yet clear whether any programs are underway in the UK, it marks a significant development in the relationship between Snapchat and agencies.</p> <p>A lack of investment from advertisers has so far been put down to a lack of data and inconsistency in branded content guidelines.</p> <h3>Instagram app is now available for Windows 10</h3> <p>An official Instagram app for Windows 10 has just been released.</p> <p>Following on from the launch of the app for mobile in April, Windows 10 users can now access the social network on desktop PCs and tablets.</p> <p>However, despite the inclusion of regular features like Instagram Stories, Explore and direct messaging, the app won’t work on devices without a touchscreen or rear-facing camera.</p> <p>But hey, they can still thank themselves lucky - there's still no sign of an app for iPads. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Today, Windows 10 tablets get the entire Instagram experience — including Instagram Stories. <a href="https://t.co/6h4WahK6Iu">https://t.co/6h4WahK6Iu</a> <a href="https://t.co/tMh2h5drxJ">pic.twitter.com/tMh2h5drxJ</a></p> — Instagram (@instagram) <a href="https://twitter.com/instagram/status/786727830176591873">October 14, 2016</a> </blockquote> tag:econsultancy.com,2008:BlogPost/68418 2016-10-14T13:33:36+01:00 2016-10-14T13:33:36+01:00 10 stupendous digital marketing stats from this week Nikki Gilliland <p>Luckily there’s lots of other good stuff to enjoy, including news on travel search, smartphone use and mobile ad spend.</p> <p>You can also download the <a href="https://econsultancy.com/reports/internet-statistics-compendium" target="_blank">Internet Statistics Compendium</a> for even more juicy stats and insight.</p> <h3>Visits to holiday rental sites double</h3> <p>According to new data from Hitwise, there has been a 112% increase in visits to holiday rental sites such as Airbnb and Homeaway.</p> <p>Based on the behaviour of 3m online consumers, the findings show that while the majority of visits to hotel aggregators come from search engines, a high proportion of visits to holiday rental sites originate on social media channels.</p> <p>The research also found a difference in search terms - the majority of hotel searches were related to “cheap” and “deal”, however, the biggest keywords for holiday rental searches were “hot tubs” or “villas”. </p> <p>This shows how consumers desire a more tailored approach to holiday-booking rather than one based on price.</p> <h3>Hasbro and Lego lead ecommerce race in run up to Christmas</h3> <p>Research from global ecommerce analytics firm Profitero has found that Hasbro is currently the leading brand in the Amazon UK best-selling toys and games category.</p> <p>The brand now has seven products in the top 100, meaning it has just edged out Lego.</p> <p>Despite winning in the UK last year, Lego is currently in a strong position in the equivalent US list, with a total of 11 products featured in the top 100.</p> <p><img src="https://assets.econsultancy.com/images/0008/0360/Toys_and_Games.PNG" alt="" width="532" height="307"></p> <h3>48% of millennials used a smartphone to plan travel in the past year</h3> <p>From a study of 2,000 people, Signal has found that consumers are becoming increasingly digital when it comes to booking travel - with millennials in particular driving this change.</p> <p>The study found that 42% of people now use their smartphones for booking both airline tickets and hotel rooms more frequently than they did a year ago.</p> <p>In comparison, booking via desktop has increased just 15%.</p> <p>Further to this, personalisation is becoming more important to young people.</p> <p>48% of millennials planned a trip with their smartphone during the past year, with 29% of this age demographic desiring a booking experience that is customised to their needs and preferences.</p> <h3>Mobile ad spend overtakes PC for the first time</h3> <p>A new report from PwC and IAB has found that spend on digital advertising increased 16.4% in the first half of 2016. </p> <p>Reaching £4.78bn, it saw the highest growth rate in two years.</p> <p>The report also shows that the amount companies spent on mobile display ads overtook that of PC and tablet display for the first time ever.</p> <p>This reflects the rapid growth of time spent on smartphones, as this June saw UK adults reportedly spent 46% of their internet time on a mobile compared to 41% on a desktop or laptop.</p> <p>The demographic that spends more time of their smartphones than anyone is women aged between 18 to 24.</p> <p><img src="https://assets.econsultancy.com/images/0008/0358/digital_ad_spend.PNG" alt="" width="662" height="409"></p> <h3>66% of consumers shop cross-border</h3> <p>The third annual Global Online Shopping Survey from Pitney Bowes has revealed that cross-border shopping is now more popular with consumers.</p> <p>The survey found that, as well as 94% of consumers making a domestic online purchase in the past year, 66% of them have also purchased online from another country.</p> <p>Out of the countries with the highest number of cross-border shoppers, Singapore and Australia top the list, with 89% and 86% of consumers regularly shopping elsewhere.</p> <p>Regardless of country, the survey also shows that approximately half of consumers say that most of their internet-based shopping is done through an online marketplace.</p> <h3>Disney is among the top US Halloween searches of 2016</h3> <p>Hitwise, a division of Connexity, suggests that Disney is having a big influence in this year’s US online Halloween trends. </p> <p>“Disney Moana” is the most popular overall search term so far, as well as “Belle”, “Beast” and “Ariels” all showing increased interest from 2015.</p> <p>Alongside this, Hitwise has also noted the emergence of a trend for beard-related search terms.</p> <p>Mentions of the word “beard” or “beards” in costume searches are up 18% YoY, while searches for “Halloween costume for guys with beards” are four times greater than in 2015.</p> <p><img src="https://assets.econsultancy.com/images/0008/0356/Halloween_search.PNG" alt="" width="303" height="495"></p> <h3>American consumers never plan to spend full price at Christmas</h3> <p>According to Accenture, 44% of US consumers plan to spend more than they did last Christmas.</p> <p>But despite this, 42% say they rarely or never expect to pay full price for gifts.</p> <p>Based on an online poll of 1,500 consumers, the Accenture Holiday Shopping Survey found that 67% of consumers plan to shop around from different retailers in order to get the lowest price.</p> <p>Moreoever, 72% would shop with a retailer they haven't used in the last year if they are offered a promotion or discount.</p> <p>Despite this, consumers are now becoming more open to share personal information, with 54% saying they would be willing to do so for an offer or discount in return.</p> <h3>60% of influencers assess a brand’s reputation before working with them</h3> <p>Econsultancy’s <a href="https://econsultancy.com/reports/the-voice-of-the-influencer/" target="_blank">Voice of the Influencer report</a>, in association with Fashion &amp; Beauty Monitor, has found that influencers are now taking more control when it comes to working with brands.</p> <p>From an online survey of a select number of influencers, 60% said that they always consider a brand’s heritage and reputation before entering into a working relationship.</p> <p>Second to this, 56% also said that a brand’s ethos and values are critical factors to consider. </p> <p>This demonstrates the shift of power within influencer marketing, with online personalities now calling the shots over big name brands.</p> <p><img src="https://assets.econsultancy.com/images/0008/0359/Influencers.PNG" alt="" width="296" height="494"></p> <h3>Southern Rail fail results in Twitter storm</h3> <p>British commuters were left frustrated again this week, with many taking to social media to vent their frustration at the latest strike action from Southern Rail employees.</p> <p>According to data from Spredfast, 10,000 tweets were sent in a single day on Tuesday – the first day of the official RMT walkout. </p> <p>The hashtag #southernfail was used in over 2,000 tweets, seeing a particular spike at around 8:30am during the delayed commute to work. </p> <p>Overall, 96% of Twitter activity showed no positivity at all, with very few tweets in support of RMT.  </p> <p><img src="https://assets.econsultancy.com/images/0008/0357/Spredfast.PNG" alt="" width="600" height="300"></p> <h3>Use of everyday mobile payments triples </h3> <p>In a poll of 36,800 online consumers across Europe, Visa has found that 54% of consumers now use a mobile device to make everyday payments – this is compared to just 18% in the same survey last year.</p> <p>In the UK, 74% of consumers regularly use their mobile device to manage their money or make a payment in person, online or in an app.</p> <p>Furthermore, 59% also use their mobile devices to transfer money to friends and family, while 45% use them to buy takeaway meals.</p> <p>Overall, the report shows that consumers are becomingly equally confident in making both large and small purchases using their mobile.</p> tag:econsultancy.com,2008:BlogPost/68413 2016-10-12T17:07:00+01:00 2016-10-12T17:07:00+01:00 Four implications of Snapchat’s update to its Stories page Bola Awoniyi <p>Users that have updated the app recently will find that: </p> <ul> <li>The Discover channels have been demoted to the bottom of the feed.</li> <li>Snaps no longer auto advance when watched in the feed (i.e. after watching one person's Story you are now directed back to the feed, rather than automatically being shown Snaps from the next user in your feed).</li> <li>But users can now make story playlists which will auto advance.</li> </ul> <p>What does all of this mean and what are the implications for publishers, marketers, users and Snapchat itself?</p> <h3>1. Prepare for a decline in Discover impressions</h3> <p>Not many publishers have the privilege of being a part of Snapchat’s Discover library; a privilege they have to pay for, but a privilege nonetheless.</p> <p>However, being present in Discover doesn’t guarantee premium placement within the app. </p> <p>While the publishers' dedicated Snapchat content still has its own page, the Discover channels are now also situated at the bottom of the feed, underneath the stories produced by the people that users follow, despite being previously placed at the top of the Stories page.</p> <p><img src="https://support-tools.storage.googleapis.com/about_discover-57887509.gif" alt="" width="375" height="667"></p> <p>There is sure to be outrage from publishers who have invested significant resources (many of these publishers have dedicated Snapchat teams consisting of eight to ten staff) into the product, only to see it become less of a priority in the eyes of Snapchat.</p> <p>A drop in Snapchat traffic should be expected, while publishers will also be concerned that Snapchat is following Facebook's lead in making alterations to the UX at their expense.</p> <p>However, when it comes to reaching teenagers and young audiences in Western markets, there is little alternative, so publishers will have to make do with the change.</p> <p>To counter this, Discover publishers will likely increase CTAs for Snapchat users to subscribe to their channel for updates and attempt to make content stickier and headlines more catchy.</p> <p>In short – <strong>expect more Kardashians in the Discover channels.</strong></p> <h3>2. User Stories are front and centre</h3> <p>Snapchat is sending a clear message to its users: There is nothing more important than the Snaps and Stories they actually want to see.</p> <p>This is the reason why the Discover channels were demoted and likely the rationale for scrapping the auto-advancing of Stories.</p> <p>Auto-advancing was seen as a pivotal move when it was first introduced, as it prepared the app’s mechanics for more advertising.</p> <p>Instead the app saw an increase in Story skipping, as users swiped away the stories they didn’t want to see, which means less time viewing content.</p> <p>So in order to create the lean back experience Snapchat (and supposedly users) are looking for, <a href="https://econsultancy.com/blog/68333-what-brands-need-to-know-about-snapchat-spectacles/">the self-christened camera company</a> has created Story playlists – a feature that allows users to select all the snaps they want to watch, so they can be preloaded and watched, while making it easier to ignore the snaps that are deemed not interesting.</p> <p>In theory, this should increase time spent consuming video in-app and a decrease in abandoned Story viewings.</p> <p>Snapchat will certainly be hoping this is the case, as this type of lean back viewing experience is critical for the next phase of its business.</p> <h3>3. Marketers should get ready to play in Snapchat’s world</h3> <p>The news of this product update should be viewed through the lens of Snapchat recently opening the door to its ads API.</p> <p>Before limited to just a handful of advertisers, now Snapchat will gradually become open to all marketers that wish to get in front of its highly engaged audience.</p> <p>While these ads will initially be carefully reviewed, adopting the approach Instagram took when it made its platform open for ads, once the editorial and creative standards have been set, marketers can expect the freedom and flexibility that they get when using Facebook’s advertising tools.</p> <p><img style="vertical-align: middle;" src="https://assets.econsultancy.com/images/0008/0239/4C_Screenshot.png" alt="" width="600"></p> <p><em>Screenshot taken from <a href="http://adage.com/article/digital/inside-snapchat-s-ad-delivery-system/306172/">AdAge</a></em></p> <p>Although Snapchat doesn’t offer the extensive demographic details that Facebook and its social graph present, it will provide some degree of interest-based targeting, custom and lookalike audiences, along with A/B testing capabilities.</p> <p>The fast growing startup is sure to add increased sophistication to its targeting as time goes on, but it can be argued that the relative bluntness of its targeting makes it even more appealing to businesses like P&amp;G, who famously reallocated part of its Facebook budget <a href="https://econsultancy.com/blog/68182-what-can-p-g-and-facebook-teach-us-about-the-reality-of-targeting-and-the-future-of-tv-ads/">upon realising that its targeting capabilities were too intricate for its business</a>.</p> <p>Depending on Snapchat’s ability to decrease the skipping of Stories, which should increase ad viewability, the next few months will prove crucial in living up to its promise as a sustainable social platform.</p> <h3>4. Snapchat is finally ready to be a business</h3> <p>An underrated part of Facebook’s rapid growth has been its ability to increase monthly average users, user engagement, ad load and price per ad quarter after quarter.</p> <p>While this is evidence of a remarkably unsaturated advertising market, it is also a testament of its incredible product market fit.</p> <p>This product update, alongside the public API, is Snapchat’s first attempt at pulling off the same trick, as it introduces itself as an advertising tool worth using. </p> <p>Advertising on the web has had more than its fair share of problems.</p> <p>But the introduction of the native ad units that Facebook, Instagram and Snapchat have created have bucked that trend and in some ways even improved the product (like Snapchat’s sponsored lens/filters).</p> <p>While the reorganisation of the Stories page is clearly in the user's interest, the addition of more advertising benefits the company.</p> <p>Seeing how well the two will align will be very telling in assessing its future viability as an advertising platform.</p> <p><em>For more on this topic, see:</em></p> <ul> <li><a href="https://econsultancy.com/blog/66867-five-seriously-creative-snapchat-campaigns-and-their-results/"><em>Five seriously creative Snapchat campaigns and their results</em></a></li> <li><a href="https://econsultancy.com/blog/67257-15-reasons-your-brand-should-be-on-snapchat/"><em>15 reasons your brand should be on Snapchat</em></a></li> </ul> tag:econsultancy.com,2008:BlogPost/68400 2016-10-12T10:57:14+01:00 2016-10-12T10:57:14+01:00 The KitKat Chocolatory: Is Nestle's London pop-up store any good? Nikki Gilliland <p>Yet another example of a brand entering the world of physical retail, the pop-up is also part of Nestle’s attempts to offer greater personalisation to consumers.</p> <p>Here’s what I thought of the experience...</p> <h3>First impressions and interior</h3> <p>I went to the Chocolatory on a Sunday at around midday - bang on the store’s opening time. </p> <p>It was fairly quiet to begin with, but I was suprised to see how quickly it filled up, with a line soon snaking outside.</p> <p><img src="https://assets.econsultancy.com/images/0008/0094/kitkat_exterior.JPG" alt="" width="600" height="800"></p> <p>Without much prior knowledge beforehand, I was pretty excited about the prospect of designing my own chocolate bar. </p> <p>(I obviously had visions of a Willy Wonka-style chocolate factory).</p> <p>Entering the store, it was immediately obvious what the whole process would entail, but sadly, it was less magical than I’d hoped.</p> <p><img src="https://assets.econsultancy.com/images/0008/0096/kitkat_interior.JPG" alt="" width="600" height="800"></p> <p>With an area sectioned off for the ‘expert chocolatiers’, visitors can choose their personalised KitKat designs using a touchscreen device.</p> <p>Alternatively, there is also the option to buy ready-made special edition bars created by Michelin-star chef, Michael O’Hara. </p> <p><img src="https://assets.econsultancy.com/images/0008/0097/kit_kat_store.JPG" alt="" width="750" height="562"></p> <p>Of course, I wanted to design my own, so began by perusing the ‘menu’ as I waited in the queue.</p> <h3><img style="font-weight: normal;" src="https://assets.econsultancy.com/images/0008/0098/kitkat_menu.jpg" alt="" width="600" height="696"></h3> <h3>Three-step process</h3> <p>When I arrived at my touchscreen, I was taken through three stages to create my own bar.</p> <p>First I chose the base flavour of milk chocolate, before selecting three out of the possible 16 ‘signature flavours’. </p> <p>I went for pistachio, chocolate brownie bits and honeycomb.</p> <p>Finally, I was able to design my own gift box, which included my name as well as a humorous or personalised slogan.</p> <p>I chose 'sorry, not sorry'. Make of that what you will.</p> <p><img src="https://assets.econsultancy.com/images/0008/0100/kitkat_personalise.jpg" alt="" width="712" height="551"></p> <p>Before I knew it, I’d paid my £7 and was told that I’d have to wait up to 90 minutes for my KitKat to be created.</p> <p>I did stick around for a while to watch the chocolatiers in action, but with my part of the process done and dusted, I soon left, and I was a bit disappointed with how quickly it was all over. </p> <p><img src="https://assets.econsultancy.com/images/0008/0101/kitkat_bespoke.jpg" alt="" width="750" height="562"></p> <p>Granted, there were some nice touches of personalisation.</p> <p>I was asked for my mobile number so that the Chocolatory could text me when my KitKat was ready, and being able to choose my own flavours was definitely quite cool. </p> <p>However, the fact that it added up to a few moments using a touchscreen didn't exactly feel that creative or exciting.</p> <p><img src="https://assets.econsultancy.com/images/0008/0102/kitkat_mobile.jpg" alt="" width="589" height="696"></p> <p><img src="https://assets.econsultancy.com/images/0008/0121/kitkat_texts.PNG" alt="" width="400" height="709"></p> <h3>The final product</h3> <p>With time to kill, I went off on my merry way (and spent far too much money elsewhere in Westfield).</p> <p>Annoyingly, I did have to wait over 90 minutes until I received the text telling me my KitKat was ready, which makes me wonder how long it would be on a Saturday or even later in the day.</p> <p>So, was my personalised chocolate worth the wait?</p> <p>Sure enough, the final product was quite impressive, and it was definitely nice to be able to go away with something I had chosen myself. It would probably make a nice gift for a real chocolate lover.</p> <p><img src="https://assets.econsultancy.com/images/0008/0105/kitkat_choc_bar.jpg" alt="" width="593" height="524"></p> <p>In terms of the overall experience, I can definitely appreciate Nestle’s attempts at creating something memorable.</p> <p><img src="https://assets.econsultancy.com/images/0008/0107/FullSizeRender7.jpg" alt="" width="600" height="800"></p> <p>When you compare visiting the pop-up store to merely picking up a chocolate bar from a supermarket shelf – there’s no denying what will stick in the mind of consumers.</p> <p>The technology in-store is slick and the whole atmosphere is quite buzzy.</p> <p>It is just a shame that the concept is better than the reality, which is essentially that you get to ‘<em>choose</em> your own break’ rather than ‘create’ it.</p> <p>If you really want to do that, you'd be better off baking along with Mary Berry.</p> <h3>In conclusion...</h3> <p>The experience could definitely be improved by more visitor involvement and greater elements of personalisation (such as writing your own message, rather than selecting from a pre-chosen list).</p> <p>So, while the KitKat Chocolatory did not quite live up to the hype, this might be more to do with consumer expectations than anything else. </p> <p>With <a href="https://econsultancy.com/blog/66908-10-inspiring-experiential-marketing-examples/" target="_blank">inspiring experiential marketin</a><a href="https://econsultancy.com/blog/66908-10-inspiring-experiential-marketing-examples/" target="_blank">g</a> becoming standard practice for brands, and with <a href="https://econsultancy.com/blog/67960-eight-ways-veggie-pret-innovated-pop-up-retail-strategy/" target="_blank">successful examples like Pret's Veggie</a> pop-up providing real value and enjoyment for consumers, the bar has already been set higher.</p> tag:econsultancy.com,2008:BlogPost/68363 2016-10-11T11:00:11+01:00 2016-10-11T11:00:11+01:00 Will messaging apps be the next walled gardens? Patricio Robles <p>Case in point: <a href="https://econsultancy.com/blog/66486-stats-the-growing-and-enduring-appeal-of-messaging-apps/">messaging apps</a>.</p> <p>These are some of the most prolific drivers of <a href="https://econsultancy.com/blog/67536-three-dark-social-channels-with-a-billion-active-users-how-to-use-them/">dark social</a> content sharing and referrals, but increasingly messaging apps are building functionality that could force marketers to engage with users in-app.</p> <p>For example, <a href="https://econsultancy.com/blog/65047-tencent-and-wechat-35-facts-figures-on-the-chinese-tech-giant/">Tencent-owned WeChat</a>, one of the most popular messaging apps in China with more than 800m monthly active users, is <a href="http://www.wsj.com/articles/tencent-tries-out-a-stickier-wechat-1475086017">currently testing</a> a featured called Xiaochengxu, which translates to "little program."</p> <p>Xiaochengxu is a development platform for third-parties to build apps that operate within the WeChat app, effectively turning WeChat into an operating system of sorts.</p> <p>As Forrester analyst Wang Xiaofeng told The Wall Street Journal:</p> <blockquote> <p>With everybody coming in to launch Xiaochengxu, WeChat will be much more than an app. It will become the entry point of the Chinese mobile internet.</p> </blockquote> <p>Currently, numerous companies, such as China's Didi Chuxing ride hailing service, have integrations with WeChat, but those link out to their own sites from within WeChat.</p> <p>Xiaochengxu could change that, ensuring that users never leave WeChat. </p> <p>Hong Bo, a marketing consultant, says that's WeChat's goal. "The Chinese internet will be WeChat and others," he predicts.</p> <p>Already, some entrepreneurs and developers are expressing interest in Xiaochengxu, noting that being able to tap into WeChat's user base could be beneficial and reduce their user acquisition costs.</p> <p>Others, however, believe it's "scary" that an app like WeChat could become the ultimate walled garden in which users spend all their time.</p> <h3>A sign of things to come?</h3> <p>Since the Chinese market for messaging apps is seen as leading Western markets, WeChat's Xiaochengxu experiment is worth noting, as it could offer a glimpse of a trend that will eventually come to Western messaging apps.</p> <p>Last year, Viber, which Japanese ecommerce giant Rakuten purchased for $900m in 2014, launched Viber Games globally.</p> <p>Viber Games offers users a catalog of games that they can play from within the Viber app. Viber is popular internationally, and it's worth noting that games are often one of the application types that are used to plant a walled garden.</p> <p>For instance, when Facebook, which is the biggest walled garden on the internet, first launched its developer platform, many of the first Facebook apps that gained traction were games.</p> <p>It's also no surprise that Facebook is looking to extend its walled garden to its Messenger app through <a href="https://econsultancy.com/blog/68184-domino-s-introduces-dom-the-pizza-bot-for-facebook-messenger/">bots</a>, <a href="http://newsroom.fb.com/news/2015/03/send-money-to-friends-in-messenger/">money transfers</a> and <a href="https://econsultancy.com/blog/66234-is-facebook-about-to-open-messenger-to-content-producers-brands/">third-party integrations</a>.</p> <p>It may also <a href="https://blog.whatsapp.com/615/Making-WhatsApp-free-and-more-useful">be planning</a> to build another walled garden with WhatsApp, the messaging app <a href="https://econsultancy.com/blog/64383-why-facebook-bought-whatsapp/">it purchased</a> in 2014 for more than $16bn.</p> <h3>Walled gardens everywhere</h3> <p>While brands might be comfortable with the idea that messaging apps will become walled gardens – they are after all a part of the broader social market – the reality is that walled gardens seem to be growing eveywhere. </p> <p>As Scott Eagle, the COO of 12 Digit Marketing, <a href="https://www.internetretailer.com/commentary/2016/10/06/new-generation-digital-walled-gardens-coming">detailed</a> in a post on InternetRetailer, major retailers and cable companies are also building walled gardens of their own, raising the specter of a day when brand marketers will have to be comfortable with the idea that it's somebody else's internet and they're just living in it.</p> tag:econsultancy.com,2008:BlogPost/68371 2016-10-10T10:10:21+01:00 2016-10-10T10:10:21+01:00 Why travel retail is big business for beauty brands Nikki Gilliland <p>We all love a bit of duty free, don’t we? </p> <p>But when it comes to what people are buying at airports and stations, it appears that health and beauty is at the very top of the consumer's agenda.</p> <p>Today <a href="https://econsultancy.com/blog/68087-six-brilliant-blogs-from-the-beauty-industry/" target="_blank">beauty</a> accounts for around a third of all travel retail sales.</p> <p>So, it’s unsurprising that many brands are focusing in on this area. Here’s a few reasons why.</p> <h3>Capitalising on the 'golden hour'</h3> <p>The appeal of shopping at airports used to centre around the concept of duty-free – the fact that consumers might bag a bargain on the way to Majorca or Marrakech.  </p> <p>Now, it has become so much more, with travel retailers cottoning onto the fact that airports can provide a shopping experience to rival the biggest malls in the world.</p> <p>Labelled the <a href="http://thembsgroup.co.uk/internal/retail_takes_off_in_the_golden_hour/" target="_blank">‘golden hour</a>’, there is a period of time that begins when a traveller steps through security and ends the moment they board a plane – and it is prime time for spending. </p> <p>As a result, many retailers have begun experimenting with the airport as a unique space - one that is perfect for trialling new ideas and concepts.</p> <p><img src="https://assets.econsultancy.com/images/0007/9865/airport.jpg" alt="" width="780" height="494"></p> <p>We’ve seen the likes of Cath Kidston and Paperchase pop up with outlets in most major airports, and with more of a demand for their products, beauty brands seem to be following suit.</p> <p>Alongside World Duty Free, it’s not unusual to see the likes of Dior and Jo Malone as stand-alone stores.</p> <p>What’s more, as <a href="https://econsultancy.com/blog/67838-heathrow-airport-s-route-to-digital-transformation/" target="_blank">Heathrow Airport's</a> new personal shopper service shows, airports have become more about the experience consumers can have before they get on the plane, rather than about the act of travelling itself.  </p> <h3>Promoting convenience and exclusivity</h3> <p>Another reason beauty brands account for such a big part of travel-related spending is that the product itself is perfectly aligned to the notion of ‘on-the-go’.</p> <p>Minis or ‘travel sets’ are aimed at global jetsetters who don’t want the hassle of taking full-size products along with them. </p> <p>Meanwhile, for brands, it enables them to promote their products as being exclusive to airports or duty-free stores.</p> <p>An example of a company that cleverly combines both of these factors is Revlon.</p> <p>Last year, it launched a new Travel Series Collection of make-up specifically for on-board travellers.</p> <h3><img src="https://assets.econsultancy.com/images/0007/9863/Revlon.JPG" alt="" width="780" height="464"></h3> <p>Instead of creating a <a href="https://econsultancy.com/blog/62969-are-companies-merging-the-digital-and-physical-customer-experience/" target="_blank">physical presence</a> in an airport, Revlon counts on the fact that consumers will more be willing to spend on a sense of exclusivity – a product that cannot be found elsewhere. </p> <h3>Aligning the luxury and the everyday</h3> <p>Although Revlon’s foray into the sector shows that there is opportunity for more affordable brands, travel retail is traditionally a market for the luxury and high end.</p> <p>Research shows that airports account for <a href="https://mediaiqdigital.com/from-2006-to-2016-the-striking-growth-of-travel-retail/" target="_blank">5% of total luxury sales</a>.</p> <p>And with consumers that buy luxury traditionally having a higher holiday budget than those that don’t, it makes sense that this demographic will be willing to spend big at the airport.</p> <p><img src="https://assets.econsultancy.com/images/0007/9864/holiday_spending.JPG" alt="" width="780" height="416"></p> <p>Having said that, we cannot ignore the fact that budget airlines and accommodation marketplaces (such as <a href="https://econsultancy.com/blog/68225-10-examples-of-great-airbnb-marketing-creative/" target="_blank">Airbnb</a>) have made global travel more of a level playing field.</p> <p>As a result, this means more flexibility for beauty companies that might otherwise target a limited demographic.</p> <p>A company like L’Oreal, for example, has enough brands in its portfolio that it is able to target a wide range of consumers – regardless of their socio-economic status.</p> <p>Instead of online or even physical stores, where people are much more likely to stick to what they know, the area of travel retail presents a unique opportunity to target all kinds of shoppers – all equally eager to partake in a pre-holiday splurge.</p> tag:econsultancy.com,2008:BlogPost/68362 2016-10-07T13:45:03+01:00 2016-10-07T13:45:03+01:00 What would a Twitter acquisition mean for marketers? Patricio Robles <p>If a deal does finally materialize, Twitter's future could be very different than the one it currently faces as an independent entity.</p> <p>Here are some quick thoughts on how it could affect marketers:</p> <h3>Twitter will survive</h3> <p>For a Twitter acquisition to occur, a buyer would almost certainly need to pay a premium over the company's current valuation, which earlier this week stood at $16bn in the wake of the company's acquisition-rumor sparked share price rally.</p> <p>If a buyer pays that much for Twitter, it will require a long-term commitment, making it exceedingly unlikely that Twitter will go away as an independent service. </p> <p>That would of course probably be good news for marketers who have invested significantly in their efforts on the platform, although it still won't guarantee that Twitter will stay relevant over the long haul.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Time for a user buyout. Let’s all chip in $50 then sack whoever invented promoted tweets. <a href="https://t.co/hDtzN92byV">https://t.co/hDtzN92byV</a></p> — Christopher Biggs (@unixbigot) <a href="https://twitter.com/unixbigot/status/784280989795164160">October 7, 2016</a> </blockquote> <h3>The Twitter identity crisis could end</h3> <p>One of the biggest challenges facing Twitter is a lack of a clear identity.</p> <p>A year ago, <a href="https://econsultancy.com/blog/67012-twitter-names-new-ceo-what-it-means-for-marketers">Twitter named co-founder Jack Dorsey as its permanent CEO</a>.</p> <p>Since he took over the reins, Twitter has launched new products, including <a href="https://econsultancy.com/blog/68353-twitter-s-moment-feature-is-now-open-to-all-here-s-how-to-use-it/">Moments</a> and <a href="https://econsultancy.com/blog/67710-twitter-s-nfl-deal-five-questions-we-re-asking">live sports streaming</a>, but the questions about what Twitter is and will be remain.</p> <p>An acquisition could go a long way to finally answering those questions.</p> <p>After all, if Salesforce was to purchase Twitter, one could expect to see greater focus on how Twitter can maximize its utility as a sales and marketing platform.</p> <p>While it's likely any acquirer wouldn't make too many waves lest it alienate Twitter's existing base of users and customers, a clearer focus could benefit some marketers more than others depending on the markets they're in. </p> <h3>New Twitter integrations could emerge</h3> <p>If a tech company acquires Twitter, expect to see new integrations.</p> <p>For instance, Salesforce, which acquired social media marketing platform Radian6 for $326m in 2011 and social media engagement platform Buddy Media for $689m in 2012, would likely integrate Twitter with its relevant products, including its Marketing and Community Clouds. </p> <p>New and deeper integrations could be beneficial to marketers, but it's also possible that a Twitter acquirer will eventually change or shutter relationships with existing vendors that marketers rely on, a consequence that creates some hassles.</p> tag:econsultancy.com,2008:BlogPost/68389 2016-10-07T11:43:52+01:00 2016-10-07T11:43:52+01:00 All the digital news stories you missed this week Ben Davis <h3>Hardware #MadeByGoogle</h3> <p>The Google Pixel smartphone was debuted with built-in Google Assistant and unlimited photo storage.</p> <p>The headlines from the rest of the #MadeByGoogle event are the launch of the Google Home speaker as competitor to Alexa, and a DayDream VR headset which looks like a lighter version of the Samsung Gear.</p> <p>Here's the <a href="https://madeby.google.com/">Google showcase page</a>.</p> <h3><iframe src="https://www.youtube.com/embed/Rykmwn0SMWU?wmode=transparent" width="560" height="315"></iframe></h3> <h3>Twitter shares plunge</h3> <p>Twitter shares fell by 20% yesterday as a sale looks less likely.</p> <p>Google and Facebook are apparently cold on the idea, as are Comcast, Walt Disney and 21st Century Fox.</p> <h3>BuzzFeed hacked</h3> <p>OurMine hacked BuzzFeed on Wednesday, taking over a number of pages with a message accusing the site of sharing 'fake news' about the group.</p> <p>A warning was added that 'Next Time it will be public. Don't fuck with OurMine again.'</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Buzzfeed dealt with an OurMine hack rather quickly but cache don't lie <a href="https://t.co/DSo3ZddtEY">pic.twitter.com/DSo3ZddtEY</a></p> — Ben Sullivan (@_BenSullivan_) <a href="https://twitter.com/_BenSullivan_/status/783654240745119744">October 5, 2016</a> </blockquote> <h3>Trump isn't spending on TV ads</h3> <p>As <a href="https://www.ft.com/content/92218724-8a74-11e6-8aa5-f79f5696c731">the FT reported</a> this week, Donald Trump is garnering such high TV audiences when he is interviewed or takes part in a debate, that he doesn't need to spend as much on TV advertising.</p> <p>With less than six weeks to go before polls open, the Trump campaign has spent $78m on TV advertising according to Kantar Media, nowhere near what networks were hoping for.</p> <h3>Facebook Marketplace has a rocky debut</h3> <p>Facebook launched Marketplace this week, a new way to sell goods and services to those nearby, allowing sellers and buyers to contact each other via Messenger.</p> <p>Marketplace, which has no peer review system, quickly saw ads for guns, animals, drugs and sex.</p> <p>Facebook apologised and said technical issues in identifying posts that violate policies had temporarily allowed the illicit ads to appear.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Hey <a href="https://twitter.com/facebook">@facebook</a>, <a href="https://twitter.com/hashtag/Marketplace?src=hash">#Marketplace</a> is off to a good start. Dogs. Guns. Sweet. <a href="https://t.co/NoEpePuV96">pic.twitter.com/NoEpePuV96</a></p> — Josh Chace (@JOSHinHD) <a href="https://twitter.com/JOSHinHD/status/782970647421091840">October 3, 2016</a> </blockquote> <h3>WhatsApp goes all Snapchat</h3> <p style="font-weight: normal;">New camera features have arrived on WhatsApp as it tries to match the ingredients of Snapchat's secret sauce.</p> <p style="font-weight: normal;">The <a href="https://blog.whatsapp.com/10000628/Introducing-New-Camera-Features">WhatsApp blog</a> details new editing tools and support for the front-facing flash alongside a zooming feature for recording videos.</p> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/resized/0008/0015/pug-blog-flyer.jpg" alt="whatsapp" width="300" height="503"> </p> <h3>Messenger goes all Snapchat</h3> <p style="font-weight: normal;">Ahem, new features have arrived on Messenger as it tries to match the ingredients of Snapchat's secret sauce.</p> <p>This is a limited trial of a feature similar to Snapchat Stories in some countries with low Snapchat penetration. </p> <p>The features, including filters, have been introduced as part of a 'Messenger Day' campaign on Monday this week.</p> <p><a href="https://techcrunch.com/2016/09/30/messenger-day/">More from Techcrunch</a>.</p> <h3>Facebook launches Messenger 'lite'</h3> <p><a href="https://econsultancy.com/admin/blog_posts/68389-all-the-digital-news-stories-you-missed-this-week-8/edit/%20http:/newsroom.fb.com/news/2016/10/empowering-the-world-to-stay-connected-introducing-messenger-lite/%20">Facebook's blog reports</a> "Messenger Lite is a slimmed down version of Messenger that offers the core features of Messenger for markets with slower than average internet speeds and a prevalence of basic Android smartphones."</p> <p><iframe src="https://www.youtube.com/embed/EyzPJ7m1sm0?wmode=transparent" width="560" height="315"></iframe></p> <h3>Salesforce buys Krux</h3> <p>Salesforce has bought the data management platform for a reported $340m - $700m.</p> <p>Mergers and acquisitions in marketing automation are expected to continue apace.</p> <h3>Guardian creates VR team in-house</h3> <p><a href="https://www.theguardian.com/gnm-press-office/2016/oct/04/the-guardian-announces-virtual-reality-project-team%20">A Guardian press release</a> reveals a new virtual reality team is to be led by Francesca Panetta as executive editor and Adam Foley as commercial strategy director. </p> <p>The team apparently 'comprises expertise across editorial, project management, digital development, designers and commercial' and follows the success of <a href="https://www.theguardian.com/world/ng-interactive/2016/apr/27/6x9-a-virtual-experience-of-solitary-confinement">6x9: a virtual experience of solitary confinement</a>.</p> <h3>Vice's UK TV channel suffers slow start</h3> <p>Viceland UK launched in September on Sky in the UK.</p> <p>According to Broadcasters Audience Research Broad data, in the primetime slot of 9pm to 11pm, viewers peaked at less than 14,000 in the first fortnight.</p> <p>Some days saw zero views in this primetime slot. Tom Harrington from Enders Analysis is quoted as follows <a href="https://www.ft.com/content/9614f49c-8a3d-11e6-8cb7-e7ada1d123b1">in the FT</a>:</p> <p>“Rather than acting as some sort of millennial catnip, Viceland has shown that it faces the same obstacles as all other broadcasters, and has no clearer idea of how to surmount them.”</p> tag:econsultancy.com,2008:BlogPost/68365 2016-10-05T01:00:00+01:00 2016-10-05T01:00:00+01:00 The best APAC digital marketing stats from September 2016 Ben Davis <h3>WhatsApp at 97% penetration in Singapore</h3> <p>Unsurprisingly, 86% of the country's respondents say it is their most-used app, according to research by Blackbox, <a href="https://www.emarketer.com/Article/Singapore-Older-Smartphone-Users-Tap-Facebook/1014483">published</a> by eMarketer.</p> <p>Facebook Messenger trails in second place, used by 57% of respondents in Singapore. Only 2% said it was the chat app they use the most.</p> <h3>KFC's Tmall page contributes to 2.4m chicken nugget sales</h3> <p>KFC has more than 5,000 restaurants in over 1,100 cities in China, and as of September 6th, the chicken restaurant <a href="http://www.alizila.com/kfc-giving-its-china-business-a-digital-upgrade/">has its own Tmall shop</a>.</p> <p>The Tmall shop offered discounted meals when purchased in bulk (e.g. 30 breakfasts for c.$30). The page ran in conjunction with an augmented reality game in restaurants, where Tmall app users could 'capture' the Tmall cat and receive discounts on the KFC Tmall page.</p> <p>And the stats? 3m uniques to the <a href="https://kfc.world.tmall.com/">KFC Tmall page</a> on day one alone. 80,000 30-piece chicken nugget packs were sold (that's a whopping 2.4m nuggets).</p> <p><img src="https://assets.econsultancy.com/images/0007/9854/Screen_Shot_2016-10-04_at_08.01.16.png" alt="kfc tmall" width="615" height="339"></p> <h3>28% of APAC consumers have not interacted with mobile ads in six months</h3> <p>An IAB report finds APAC to be the region most unresponsive to mobile advertising.</p> <p>28% of APAC respondents said they had not interacted with mobile ads in the last six months, compared to 19% in both South America and Europe.</p> <p>This may be seen to be particularly surprising given mobile adoption in APAC (44% of Chinese respondents buy on mobile every month). <a href="http://www.mumbrella.asia/2016/09/apac-consumers-least-responsive-mobile-ads-spray-pray-approach-prevails/%20">More from Mumbrella</a>.</p> <h3>Multichannel marketing and channel preferences across APAC</h3> <p>Experian's <a href="http://www.experian.com.sg/resources/2016-digital-consumer-view-asia.html?SP_MID=7649&amp;SP_RID=2814328&amp;intcmp=ems_digitalconsumerview20160901_1&amp;elqTrackId=3DEE1BFFA1E55819A92F75F5A720A15E&amp;elq=bdf9ac80b6824a1eb34f6298b166dbb6&amp;elqaid=7649&amp;elqat=1&amp;elqCampaignId=3754">Digital Consumer View Asia</a> report has plenty of data to be drilled into.</p> <p>Here are some highlights from the survey of 1,235 respondents across six Asian markets (Singapore, Malaysia, Indonesia, Thailand, Hong Kong and China).</p> <p>Across the region as a whole, email is still the preferred method of brand communication for consumers (34%, with greater preference in Singapore and Hong Kong), but consumers are increasingly open to marketing through social media channels (29%).</p> <p>Other preferences in descending order were SMS (17%), app notifications (13%) and chat apps (7%, though higher in China and Thailand).</p> <p>The chart below shows how many consumers made an offline purchase after receiving comms in a particular channel.</p> <p>Chat apps in particular vary in their effectiveness across territories (65% in Thailand, 21% in Singapore).</p> <p><em>Respondents across the region that have made an offline purchase as a result of viewing </em><em>an online advertisement or promotion</em></p> <p><img src="https://assets.econsultancy.com/images/0007/9821/Screen_Shot_2016-10-03_at_14.57.46.png" alt="purchases as a result of different comms" width="615" height="936"></p> <p>Elsewhere in the study, more than 60% of all respondents noted receiving too many messages. Email and social media channels were the biggest 'spammers' on the list.</p> <p>In Hong Kong, fully 81% of respondents said they get too much email from companies.</p> <p><em>Percentage of respondents across APAC who said they receive too many messages in a particular channel. </em></p> <p><img src="https://assets.econsultancy.com/images/0007/9822/Screen_Shot_2016-10-03_at_15.10.28.png" alt="too much communication" width="615"></p> <h3>Alibaba expects a whopping Singles Day</h3> <p>It's a little over a month until Singles Day on November 11th and Alibaba is expecting 600m transactions through Taobao and TMall.</p> <p>This would represent a 30% increase on 2015, and is the <a href="http://www.scmp.com/business/companies/article/2020692/thats-sound-cash-register-alibaba-braces-another-bumper-singles">prediction of Judy Tong</a>, chief executive of Cainiao Network Technology, which does delivery and transaction logistics for Alibaba.</p> <h3>Properly segmented data the biggest challenge for APAC advertisers</h3> <p>A Criteo survey of more than 400 senior marketing professionals in retail across APAC revealed their main challenges faced in achieving online advertising and marketing goals:</p> <ul> <li>Properly segmented market/consumer-level data (55%)</li> <li>Difficult to achieve or justify ROI (53%)</li> <li>Finding the right solutions providers (50%)</li> <li>Lack of management/department support (44%)</li> <li>Silos/organizational structure (42%)</li> <li>Lack of technical knowledge (39%)</li> <li>Lack of budget (15%)</li> </ul> <p>The report gives details more findings about performance marketing in APAC. <a href="http://www.criteo.com/resources/performance-marketing-wbr/">Check it out</a>.</p> <h3>Alibaba takes biggest share of bumper China ad spend </h3> <p>Emarketer has revised its forecast for China digital advertising spend.</p> <p>Alibaba is now estimated to take more than a quarter of yearly digital adspend - $12.05bn. Alibaba therefore goes 'top', ahead of Baidu, which has <a href="https://econsultancy.com/blog/68232-china-introduces-far-reaching-new-internet-ad-law-why-it-matters/">suffered some bad press in recent months and been affected by new regulations</a>.</p> <p>China will take a fifth of all digital adspend worldwide in 2016 - $41.66bn. </p>