tag:econsultancy.com,2008:/topics/content Latest Content content from Econsultancy 2016-07-29T13:49:13+01:00 tag:econsultancy.com,2008:BlogPost/68131 2016-07-29T13:49:13+01:00 2016-07-29T13:49:13+01:00 Top 10 digital marketing stats of the week Nikki Gilliland <p>In the meantime, let’s get on with the show.</p> <h3>90% of people recognise the Twitter brand (but many don't understand the platform)</h3> <p style="font-weight: normal;">Research by Twitter found that though 90% of people globally recognise the brand, many don't understand its myriad uses, and some thought they had to tweet every day to use the platform.</p> <p style="font-weight: normal;">Consequently, the social media juggernaut is set to launch a global marketing campaign to clarify its position and brand values.</p> <p style="font-weight: normal;">Using the tagline, "See what's happening", it will use video and digital ads to promote it as the place to find out what’s going on in the world at any given moment.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">See what's happening: <a href="https://t.co/ChbWRrSJyK">https://t.co/ChbWRrSJyK</a><a href="https://t.co/r9AZd9rzI3">https://t.co/r9AZd9rzI3</a></p> — Twitter (@twitter) <a href="https://twitter.com/twitter/status/757561453079474178">July 25, 2016</a> </blockquote> <h3>Mobile shoppers left frustrated with online experience</h3> <p>Connexity has revealed the top eight annoyances for mobile shoppers, highlighting that brands need to be smarter about how they display information.</p> <p>33% of consumers cited the need to zoom in, in order to click on the right part of the screen as their top annoyance, closely followed by 25% saying the pages load too slowly.</p> <p>Further findings from the survey of 100,000 consumers:</p> <p><img src="https://assets.econsultancy.com/images/0007/7580/Screen_Shot_2016-07-29_at_12.41.58.png" alt="mobile annoyances" width="500"></p> <h3>One in five shoppers take seven hours to complete an online purchase</h3> <p>When it comes to shopping online, it appears we’re far from impulsive.</p> <p>According to <a href="http://info.monetate.com/EQ1_2016.html" target="_blank">Monetate’s new report</a>, one in five of us take over seven hours to actually buy something.</p> <p>From initial research to returning on multiple devices, the path to purchase is becoming increasingly lengthy.</p> <p>For brands, the key is in making the customer journey seamless across all channels.</p> <h3>Consumers view chatbots as the key to great customer service</h3> <p>Research by myclever agency has discovered how consumers are favouring <a href="https://econsultancy.com/blog/67894-what-are-chatbots-and-why-should-marketers-care/">chatbots </a>for better customer service.</p> <p>In a survey of 1,000, 46% of consumers cited bots as the key-holders to speed, immediacy and convenience. </p> <p>Surprisingly, chatbots were the second-most preferred form of communication, only second to face-to-face conversation.</p> <p>This spells great news for early adopters of the technology who stand to reap the benefits of consumer approval.</p> <p><img src="https://assets.econsultancy.com/images/0007/7568/chatbots.PNG" alt="" width="500" height="524"></p> <h3>One in five PR disasters break on Twitter</h3> <p>According to a new study by Visibrain, 95% of PR disasters begin on Twitter. </p> <p>What’s more, the platform is said to make the situation significantly worse as online trolls add fuel to the flame. </p> <p>Over the course of the last year, 19% of PR blunders occurred on Twitter, making it more influential than the likes of Facebook and YouTube.</p> <h3>SME retailers relying on social media and digital tech to support growth</h3> <p>According to a study by SAP, a growing number of <a href="https://econsultancy.com/blog/66729-why-amazon-can-be-an-important-channel-for-smes/">SME retailers</a> are turning to social media to support business growth.</p> <p>In a survey, all respondents said they were active on at least one social channel, and nearly a third said they were using three or more forms of social media. </p> <p>Likewise, digital technology is now seen as the key to attracting new customers, with better customer experience cited as the biggest benefit.</p> <p><img src="https://assets.econsultancy.com/images/0007/7569/SAP.PNG" alt="" width="500" height="339"></p> <h3>62% of companies lack a formalised digital analytics strategy</h3> <p>Insight from our Measurement and Analytics report has revealed that three-fifths of companies do not have a formalised analytics strategy in place.</p> <p>As a result, it is difficult for marketers to take clear measurements and track whether KPI’s are being met.</p> <p>With a fifth suggesting that this lack of strategy is for digital analytics only, a merged online and offline strategy is seen as the best way to solve the problem.</p> <p><img src="https://assets.econsultancy.com/images/0007/7565/analytics_strategy.PNG" alt="" width="669" height="561"></p> <p>For more insight on this topic, <a href="https://econsultancy.com/reports/measurement-and-analytics-report/?utm_source=Econsultancy&amp;utm_medium=email&amp;utm_campaign=7374660_2380-daily-pulse-uk-2016-07-28&amp;dm_i=LQI,4E2BO,MXU9X5,G4XWT,1" target="_blank">download the full report here</a>.</p> <h3>80% of UK businesses fear they could be displaced within 5 years</h3> <p>A study by Squiz has highlighted the worries of businesses owners in the UK.</p> <p>It found that 49% of UK businesses fear an established competitor is likely to disrupt them. </p> <p>Similarly, 36% cited concerned over a start-up trumping them on new technology.</p> <p>With consumer expectations impacted by digital experiences, it seems slow innovation and lack of skills are at the root of these fears.</p> <h3>Use of mobile wallets on the rise</h3> <p>Mobile wallets are now among the top four ways consumers  stay updated on sales, discounts and offers, says Urban Airship.</p> <p>Apparently, millennials are the biggest fan of this technology, with 60% of the demographic using it compared to 40% of those aged 35-54.</p> <p>Research also found that mobile wallets are key drivers for consumers using coupons in-store as well as signing up to loyalty programmes.</p> <h3>3,000 McDonalds Japan outlets to become Pokemon Gyms</h3> <p>Many businesses are using Nintendo's <a href="https://econsultancy.com/blog/68060-what-brands-can-learn-from-nintendo-s-digital-transformation-and-pokemon-go/">Pokemon Go</a> to drive foot traffic, however McDonalds has just announced that it's the first to officially partner with the brand.</p> <p>3,000 McDonalds outlets in Japan are set to become designated 'Gym' and 'PokeStops'.</p> <p>What's more, the fast food brand will give away Pokemon figurines as part of its Happy Meals.</p> <p>In doing so, McDonalds aims to provide fans with an incentive to visit, as well as counteract recent controversy about <a href="http://www.japantimes.co.jp/news/2016/02/09/business/corporate-business/mcdonalds-japan-suffers-record-annual-net-loss/">food safety issues</a>.</p> <p><img src="https://assets.econsultancy.com/images/0007/7583/mcdonalds.jpg" alt="" width="600" height="399"></p> tag:econsultancy.com,2008:BlogPost/68122 2016-07-29T11:52:10+01:00 2016-07-29T11:52:10+01:00 Skoda uses data to power Tour de France content marketing Nikki Gilliland <p>It’s a nifty little tool – here’s a quick overview of its features.</p> <h3>Accessible for all abilities</h3> <p>To map out a ride, the user simply needs to enter their postcode and select the options best-suited to ability and time constraints. </p> <p><img src="https://assets.econsultancy.com/images/0007/7506/Skoda_header.PNG" alt="" width="750" height="458"></p> <p>While I found the site slightly buggy and a little slow to load, it is still in BETA, which explains why it’s a bit unpolished. </p> <p>One aspect I particularly like is that you don’t have to be an expert cyclist to use it.</p> <p>While Skoda are clearly marketing it as an experience for dedicated fans, even beginners can get involved by choosing the easiest option.</p> <p>The lowest gradient is labelled ‘chilled’ – which even sounds doable to me. But if you’re a competitive sort, you can complete the entire 21 stages of the course.</p> <p><img src="https://assets.econsultancy.com/images/0007/7507/Skoda_find_your_little_bit.PNG" alt="" width="750" height="456"></p> <h3>Uses data to map out rides</h3> <p>The tool works by taking the route data of the Tour de France and matching it with the gradients of cycle-friendly roads in the UK.</p> <p>By cleverly making use of data, it promises to match the experience of a Tour de France cyclist by at least 80%.</p> <p>With the sliding map, the user is able to see the respective routes side by side.</p> <p>Visualising how you're replicating the twists and turns of a professional cyclist certainly ramps up the cool factor.</p> <p><img src="https://assets.econsultancy.com/images/0007/7508/skoda_comparison.PNG" alt="" width="750" height="357"></p> <h3>Google Map and social shares</h3> <p>Once the user clicks on a specific route, a concise snapshot of the ride appears below.</p> <p>Listing things like the approximate duration and the average gradient, it offers up information in an easy-to-digest way.</p> <p>Similarly, the Google Maps tie-in is a very pleasing feature, allowing the user to click straight through to view the route online or the mobile app.</p> <p>With prominent social buttons, the platform also inspires users to get friends and family involved. That, and to show off, of course.</p> <p>By prompting users to post times and achievements, it's designed to encourage others to take up the challenge.</p> <p><img src="https://assets.econsultancy.com/images/0007/7512/skoda_share_it.PNG" alt="" width="400" height="352"></p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">I've just cycled a wonderful 9.7mile <a href="https://twitter.com/hashtag/littlebitofthetour?src=hash">#littlebitofthetour</a> ride near Oxford matched to stage 1 of the <a href="https://twitter.com/hashtag/TDF?src=hash">#TDF</a> Great idea <a href="https://twitter.com/SKODAUK">@SKODAUK</a></p> — Mirko (@mirko_mac) <a href="https://twitter.com/mirko_mac/status/755339261939945472">July 19, 2016</a> </blockquote> <h3>Skoda’s strategy</h3> <p>A company known for <a href="https://econsultancy.com/blog/66908-10-inspiring-experiential-marketing-examples/">its quirky marketing</a>, the ‘Little Bit of the Tour’ is another example of Skoda successfully aligning clever content with a good understanding of the audience.</p> <p>Building on excitement around the event and utilising data to great effect, it might not be the slickest tool, but it's cool nonetheless.</p> <p><em>You might like:</em></p> <ul> <li><a href="https://econsultancy.com/blog/64539-introducing-the-periodic-table-of-content-marketing/">Introducing the Periodic Table of Content Marketing</a></li> </ul> tag:econsultancy.com,2008:BlogPost/68130 2016-07-29T10:21:37+01:00 2016-07-29T10:21:37+01:00 The week's news in digital (in five minutes) Ben Davis <h3>Verizon buys Yahoo!</h3> <p>$4.83bn gets you a faded internet pioneer in today's market.</p> <p>The deal didn't include the still successful Yahoo! Japan or Yahoo's valuable stake in Alibaba.</p> <p>Verizon sees the chance to break up the mobile advertising hegemony of Google and Facebook, by providing value ad inventory across news, finance and sports.</p> <h3>Google's <a href="https://adwords.googleblog.com/2016/07/three-ad-innovations-for-mobile-first-world.html">Expanded Text Ads</a> are now live</h3> <p>Two lines of headline are now possible on mobile PPC ads. An 80 character description line (rather than two 35 character lines) is also possible.</p> <p>This might seem like fine detail but as the GIF below shows, it will certainly improve UX and assist advertisers.</p> <p>In other news, device bidding is live, too, allowing PPC advertisers to make base bid adjustments for tablet, desktop, mobile in isolation.</p> <p><em>Further reading:</em></p> <ul> <li><a href="https://econsultancy.com/blog/67882-what-do-google-s-expanded-text-local-search-ads-mean-for-marketers/">What Expanded Text Ads mean for marketers</a></li> </ul> <p><img src="https://assets.econsultancy.com/images/0007/5345/expanded_text_ads_on_mobile.gif" alt="google expanded text ads" width="426" height="200"></p> <h3>Twitter to partner with Sky Sports on Premier League video</h3> <p>Twitter continues to forge <a href="https://econsultancy.com/blog/67710-twitter-s-nfl-deal-five-questions-we-re-asking/">sensible partnerships</a> - teaming up with Sky Sports to provide real-time video clips of Premier League soccer.</p> <p>Starting this season, goals and key moments from every broadcast game can be viewed on the @SkyFootball account. Post-match analysis will also be presented by the same account.</p> <p>The move could massively increase soccer fan engagement and also solve a tricky problem for Twitter - that of <a href="https://econsultancy.com/blog/67066-nfl-video-content-should-brands-police-twitter/">illicit Vine videos</a>.</p> <p>Advertisers are also set to get involved, as part of Twitter Amplify (making money for broadcast partners as well as the social network).</p> <h3>Samsung is killing it</h3> <p>Samsung saw an 18% increase in second quarter profit, up to $5.46bn.</p> <p>Demand for its S7 models has seen the smartphone manufacturer reassert its power in the market, amidst an iPhone sales slowdown.</p> <p><img src="https://assets.econsultancy.com/images/0007/7557/s7.jpg" alt="s7" width="450"></p> <h3>Guardian pioneers programmatic</h3> <p>The publishers new Pulse ads will target surging stories (over 300 views per minute).</p> <p>Combined with first-party data (the Guardian's knowledge of its audience interests), the new tool should be an effective and popular one.</p> <p>Further reading:</p> <ul> <li><a href="https://econsultancy.com/blog/68086-ads-on-premium-sites-drive-67-greater-brand-lift/">Ads on premium sites drive 67% greater brand lift</a></li> </ul> <h3>Ogilvy Vietnam gives back Cannes Lions awards</h3> <p>Ogilvy Vietnam's work for the Rhino Rescue Project earned it a pair of Cannes Lions awards.</p> <p>The agency, however, has handed them back, with a statement that began as follows:</p> <p>'We determined that some elements of the campaign material created to support the NGO’s efforts to reduce Vietnamese consumer demand for rhino horns did not run in-market as stated in our submission video to the Cannes Lions International Festival of Creativity.'</p> <p>Whilst not quite a scandal on the level of Grey's I SEA app (see <a href="https://econsultancy.com/blog/67990-the-week-in-digital-in-five-minutes-4/">previous news roundup</a>), this does represent another regrettable story for APAC creative agencies. Props to Ogilvy for owning up.</p> <p><img src="https://assets.econsultancy.com/images/0007/7558/Screen_Shot_2016-07-29_at_10.15.54.png" alt="rhino rescue" width="615" height="275"></p> <p><em>Rhinorescueproject.org</em></p> <h3>John Lewis is back in the lab</h3> <p>Not content with one retail startup incubator in <a href="https://econsultancy.com/blog/67705-what-s-now-next-for-digital-technology-in-retail-stores/">JLab</a>, John Lewis has partnered with TrueStart, another retail accelerator.</p> <p><a href="https://www.truestart.co.uk/">TrueStart</a> lists some other recognisable brands as partners (River Island, Accenture, Morrisons and more).</p> <p>Watch this space for innovation.</p> <h3>Sky is killing it</h3> <p>Sky has seen 12% profit increase in the last year in the UK, adding 445k new customers. The picture is rosy across Europe, too.</p> <p>With the broadcaster regularly launching new digital products, it is set to play a big part in the transformation of TV and video on demand (VoD).</p> <p>Recent products include the Sky Kids App and Buy and Keep, which allows customers to purchase films and box sets to stream but also to store to watch again.</p> <p><em>Further reading:</em></p> <ul> <li><a href="https://econsultancy.com/blog/67998-how-vod-is-becoming-the-video-consumption-method-of-choice-across-the-world/">How VoD is becoming the video consumption method of choice across the world</a></li> </ul> <p><img src="https://assets.econsultancy.com/images/0007/6456/vod2.png" alt="uk vod" width="448" height="292"></p> <h3>Brexit boom for the Financial Times</h3> <p>It was reported earlier this week that the FT did very well off the back of its Brexit coverage.</p> <p>The FT's poll tracker garnered 4m and the publisher as a whole saw a 600% increase in subscriptions on the weekend after Brexit.</p> <h3>Hailo merges with MyTaxi</h3> <p>Hailo has merged with Daimler-owned MyTaxi. The company will keep the MyTaxi name and now boasts 70m passengers and 100k drivers.</p> tag:econsultancy.com,2008:BlogPost/68085 2016-07-20T09:55:32+01:00 2016-07-20T09:55:32+01:00 Four reasons Ghostbusters experiential marketing has been so successful Nikki Gilliland <h3>Element of surprise</h3> <p>Commuting in London can be a dramatic experience, and yet funnily enough, you don’t often expect to see a giant marshmallow casually breaking through the ground. </p> <p>With research finding that <a href="http://www.ccnl.emory.edu/Publicity/MSNBC.HTM" target="_blank">unexpected events can result in more pleasure responses</a> in the brain, brands are increasingly searching for ways to ‘surprise’ and ‘delight’ consumers.</p> <p>By catching travellers off guard, the Ghostbusters campaign had great impact. With no prior knowledge of the installation or how long it would be there for, people couldn’t help but be drawn into the excitement. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">A massive overnight install for the team last night, with just 5 hours the guys did well! <a href="https://twitter.com/hashtag/ghostbusterswaterloo?src=hash">#ghostbusterswaterloo</a> <a href="https://t.co/pvDOQorFYJ">pic.twitter.com/pvDOQorFYJ</a></p> — Wild Creations (@wild_creations) <a href="https://twitter.com/wild_creations/status/752577798309572608">July 11, 2016</a> </blockquote> <h3>Instagram-worthy</h3> <p>Before its release on July 11th, social media was awash with people criticising the film, eventually leading the YouTube trailer to become the <a href="https://www.theguardian.com/film/2016/may/02/ghostbusters-trailer-most-disliked-in-youtube-history" target="_blank">most disliked of all tim</a>e.</p> <p>The response to the actual movie has been a lot more favourable, yet Sony naturally wanted to do something to counteract the condemnation.</p> <p>By creating something inherently shareable, the Ghostbusters installation succeeded in creating a positive buzz online.</p> <p>Using the hashtag #ghostbusterswaterloo, passers-by documented it on a variety of social media platforms, sharing their aforementioned surprise and delight with friends and followers alike.</p> <p><img src="https://assets.econsultancy.com/images/0007/7153/ghostbusters_instagram.PNG" alt="" width="780" height="634"></p> <h3>Emotional resonance </h3> <p>By giving fans an immersive or interactive experience, <a href="https://econsultancy.com/blog/66431-six-inspiring-new-examples-of-experiential-marketing/" target="_blank">experiential marketing</a> has the power to stir up positive emotions, in turn making the consumer feel closer to the brand.</p> <p>One emotion that the Ghostbusters campaign evoked was nostalgia.</p> <p>Instead of promoting new or unfamiliar aspects of the movie, it used the iconic and beloved image of the Marshmallow Man.</p> <p>This meant that despite any assumptions or ill-feelings towards the new movie, even cynical passers-by would be likely to engage.</p> <blockquote class="twitter-tweet"> <p lang="und" dir="ltr"><a href="https://twitter.com/hashtag/IAintAfraidOfNoGhosts?src=hash">#IAintAfraidOfNoGhosts</a> <a href="https://twitter.com/hashtag/Ghostbusters?src=hash">#Ghostbusters</a> <a href="https://twitter.com/hashtag/ReallySilly?src=hash">#ReallySilly</a> <a href="https://twitter.com/hashtag/ghostbusterswaterloo?src=hash">#ghostbusterswaterloo</a> <a href="https://t.co/HLZ8ZaYP6g">pic.twitter.com/HLZ8ZaYP6g</a></p> — Reda Maher (@Reda_Maher_LDN) <a href="https://twitter.com/Reda_Maher_LDN/status/753917652611969029">July 15, 2016</a> </blockquote> <h3>Buyer opportunity</h3> <p>As well as being a great spectacle, the Ghostbusters installation at Waterloo also included a clever consumer tie-in, with Forbidden Planet running a retail unit nearby.</p> <p>Built to look like a New York subway station, the pop-up shop allowed consumers to buy limited edition Odeon tickets and a whole host of souvenirs.</p> <p>Aiming to capitalise on real-time excitement, it allowed Sony to help drive sales as well as just build excitement. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Our <a href="https://twitter.com/hashtag/ghostbusterswaterloo?src=hash">#ghostbusterswaterloo</a> booth is now open from 8am to 8pm - for all your <a href="https://twitter.com/hashtag/Ghostbusters?src=hash">#Ghostbusters</a> goodies! <a href="https://t.co/ikJdMnxcvH">pic.twitter.com/ikJdMnxcvH</a></p> — Forbidden Planet (@ForbiddenPlanet) <a href="https://twitter.com/ForbiddenPlanet/status/753881966731268096">July 15, 2016</a> </blockquote> <p>With this disruptive campaign, Sony shows that there's no need to be afraid of female leads <em>or</em> experiential marketing.</p> <p>(Oh and ghosts, let's not forget them.)</p> tag:econsultancy.com,2008:BlogPost/68079 2016-07-15T13:15:43+01:00 2016-07-15T13:15:43+01:00 10 notable digital marketing stats of the week Nikki Gilliland <p>Now, let's crack on.</p> <h3>Amazon receives 81.6m visitors on Amazon Prime Day</h3> <p>It’s been criticised for its lacklustre algorithm, but in terms of traffic, Amazon Prime Day has been confirmed as a success for the retailer.</p> <p>Despite visits from mobile and desktop falling 6% from last year, Amazon.com still received 81.6m visits on <a href="https://econsultancy.com/blog/68058-has-amazon-prime-day-2016-made-up-for-2015-s-primedayfail/">Prime Day 2016</a>.</p> <p>According to data from Hitwise, a division of connexity, this means it has been the most successful online shopping event since Cyber Monday, Black Friday and Amazon Prime Day of 2015.</p> <p><img src="https://assets.econsultancy.com/images/0007/7120/amazon_prime.PNG" alt="" width="599" height="287"></p> <h3>Pokemon Go surpasses Candy Crush with highest number of US daily users</h3> <p>With 15m downloads, and currently just under 21m daily active users, <a href="https://econsultancy.com/blog/68060-what-brands-can-learn-from-nintendo-s-digital-transformation-and-pokemon-go/">Pokemon Go</a> is now the biggest mobile game in US history.</p> <p>It’s only just out in the UK, however data from BoomApp has revealed that over 3% of UK android users had already downloaded the game ahead of its release.</p> <p>Which means, you can probably expect more Pokemon related stats next week…</p> <p><img src="https://assets.econsultancy.com/images/0007/7122/pokemon_go.PNG" alt="" width="400" height="335"></p> <h3>Millennials are a key demographic for energy providers </h3> <p>According to research by Accenture, millennials will drive much of the future value for energy providers, with 24% being classed as early adopters.</p> <p>However, despite this, the demographic is also the most demanding.</p> <p>81% of millennials say they would be discouraged from signing up to additional products or services if the company did not offer a seamless digital experience.</p> <h3>APAC overtakes US as world’s biggest digital ad market</h3> <p>Research from Strategy Analytics has found that Asia-Pacific is set to overtake North America for digital ad spend in 2016.</p> <p>While the latter will rise 9.6% to $59.5bn, APAC is predicted to rise 18.2% to $59.7bn.</p> <p>What’s more, APAC’s spend per person is relatively low in comparison to the saturated markets in the west, meaning there is huge potential for growth.</p> <p><img src="https://assets.econsultancy.com/images/0007/7123/Trend_in_Digital_Ad_Spend_by_Region_540.PNG" alt="" width="540" height="316"></p> <h3>UK population saving 51.4m hours per month thanks to disruptive apps </h3> <p>Opinium has discovered that apps and online tools are saving consumers a collective 51.5m hours over the course of each month.</p> <p>With convenience and time saving being cited as the most important advantage of an app (even over saving money), customer loyalty is up for grabs.</p> <p>68% of survey respondents said that would have no qualms about switching from traditional brands when given the option.</p> <h3><strong>Consumer goods firms unprepared for new data regulation</strong></h3> <p>Capgemini Consulting has revealed that companies risk facing fines of up to $151 billion, by failing to comply with the new General Data Protection Regulation.</p> <p>While the legislation has been created by the European Union, anyone that holds data within Europe or offers services to EU citizens will be affected.</p> <p>With 90% of consumer-facing companies experiencing customer data breaches, many are failing to put safeguards in place.</p> <h3>One in four name Amazon their favourite brand</h3> <p>In a survey of 1,000 consumers, the DMA found that one in four people named Amazon as their favourite brand.</p> <p>High street favourites John Lewis and <a href="https://econsultancy.com/blog/67883-marks-spencer-what-does-putting-the-customer-at-the-heart-of-everything-mean/">Marks &amp; Spencer</a> were next in line.</p> <p>With just three out of the top twenty being online brands (ASOS, eBay and Amazon), the physical shopping experience is clearly still in favour.</p> <h3>Live TV viewing drops 6% in two years</h3> <p><a href="http://stakeholders.ofcom.org.uk/binaries/broadcast/reviews-investigations/psb-review/psb2016/PSB-Annual-Report-2016.pdf" target="_blank">Ofcom's Annual Research Report</a> has revealed that fewer young people are watching live television than ever before.</p> <p>From 2014 to 2016, the total viewing time of live TV among young adults dropped from 69% to 63%</p> <p>With one-third of all viewing among 16 to 24 year olds occuring via on-demand services, platforms like Amazon and Netflix have seen a surge.</p> <p><img src="https://assets.econsultancy.com/images/0007/7139/ofcom_report.PNG" alt="" width="633" height="373"></p> <h3>YouTube pays $2bn to content owners</h3> <p>A statement from Google has revealed that YouTube has generated over $2bn for content owners from its Content ID management system.</p> <p>Over 90% of Content ID claims result in monetisation, and the music industry in particular chooses to monetise 95% of claims.</p> <p>With even <a href="https://publicpolicy.googleblog.com/2016/07/continuing-to-create-value-while.html" target="_blank">more efforts to combat copyright infringment</a>, Google has in turn created a whole new revenue stream for companies.</p> <h3>Apple overtaken by local brands in China</h3> <p>Apple's iPhone is no longer one of the top smartphones in China, having been overtaken by local brands like Huawei, Vivo, Oppo and Xiaomi.</p> <p>The iPhone has dropped to the fifth most popular, although it remains the biggest non-Chinese brand.</p> <p>Huawei, a brand with a lower price point, has seen its market share rise to 17%, while Apple's has dropped to 10.8%.</p> tag:econsultancy.com,2008:BlogPost/68073 2016-07-15T10:09:08+01:00 2016-07-15T10:09:08+01:00 How marketers can use new tech to deliver meaningful brand experiences Nikki Gilliland <p>And to truly connect, this experience must be meaningful.</p> <p>That's easier said than done, so here's a look at five ways in which <a href="https://blogs.adobe.com/digitaleurope/files/2016/07/Adobe-Report-The-Future-of-Experience.pdf">the report</a> suggests brands can create meaningful experiences.</p> <h3>Use technology to drive emotion</h3> <p>Most consumers crave experiences that connect on an emotional level. </p> <p>For brands, this means using technology in more creative ways.</p> <p>With their ability to transport users from reality into an entirely different world, <a href="https://econsultancy.com/blog/67713-augmented-reality-vs-virtual-reality-where-should-brands-focus/">virtual and augmented reality (VR and AR)</a> are the most obvious tools to use.</p> <p>However, it can only work if the technology and content work in unison.</p> <p>If it allows the user to connect with an idea or other person (as opposed to isolating them from the world) then it moves from an immersive experience into an empathetic experience – one that’s driven by emotion, regardless of the channel or platform.</p> <p>Another way brands can promote empathy and emotion is through social good.</p> <p>One example of this is <a href="https://econsultancy.com/blog/67953-how-lush-cosmetics-uses-word-of-mouth-marketing/">Lush</a>, a cosmetics retailer that runs charitable campaigns and supports grass-roots organisations.</p> <p>By giving the consumer a meaningful reason to buy, it also provides them with a very good reason to come back.</p> <p><img src="https://assets.econsultancy.com/images/0007/7056/meaningful_experience.PNG" alt="" width="600" height="254"></p> <h3>Creating new and unexpected experiences</h3> <p>Is there such a thing as too much personalisation?</p> <p>Some say there is, with tailored recommendations and highly curated feeds taking away the element of surprise (a key factor for a meaningful experience).</p> <p>So what’s the answer?</p> <p>To ensure that human, one-to-one creativity works in conjunction with technology to create a contextual experience for the consumer.</p> <p>A good example of this is when brands <em>only</em> <a href="https://econsultancy.com/blog/67756-influencer-marketing-it-s-all-about-the-audience/">work with influencers</a> when there is benefit for all parties involved. </p> <p>If there is a lack of natural affinity, not only will it harm the reputation of those involved, but it will also alienate the audience. </p> <p><img src="https://assets.econsultancy.com/images/0007/7057/discovery.PNG" alt="" width="431" height="267"></p> <h3>Providing a value exchange</h3> <p>When it comes to technology, privacy and data protection is a hot topic.</p> <p>However, a new conversation has recently started in relation to technology actually creating or aiding moments of privacy.</p> <p>As we’ve seen from the growing popularity of ad blockers, consumers are increasingly keen to take control over their own digital worlds.</p> <p>Input from brands is often seen as an intrusion or unwelcome distraction – unless there is an exchange of value.</p> <p>And where does the value lie? Again, the report suggests it's in that meaningful experience.</p> <p>Whether it’s help to get fit or map out a journey, so long as brands provide something of value (as well as complete transparency), consumers are likely to accept their data being taken in exchange. </p> <p><img src="https://assets.econsultancy.com/images/0007/7061/connecting.PNG" alt="" width="529" height="307"></p> <h3>Offer practical and progressive experiences</h3> <p>With 54% of people citing that a good digital experience seamlessly integrates into their own lives, experiences don’t only need to be emotional to be meaningful, but helpful and practical too.</p> <p>If an experience helps a user progress some way, they are automatically going to want to use it again.</p> <p>With machine learning and <a href="https://econsultancy.com/blog/67745-15-examples-of-artificial-intelligence-in-marketing/">artificial intelligence</a> constantly evolving, brands need to learn how to interpret and use data for the benefit of the consumer.</p> <p><img src="https://assets.econsultancy.com/images/0007/7059/seamless.PNG" alt="" width="516" height="341"></p> <h3>Provide a connected experience both on and offline</h3> <p>While consumers value technology-enabled interactions, 64% of people said they prefer engaging with a human being. </p> <p>In line with this, we’ve already seen many brands <a href="https://econsultancy.com/blog/68023-think-retail-how-brands-are-targeting-the-phygital-generation/">attempt to blend the physical and digital worlds</a>, using both to deliver inspiration and discovery.</p> <p>While ecommerce companies are most obviously suited to this, other industries can still take heed by focusing on a seamless experience across all touchpoints. </p> <p> <img src="https://assets.econsultancy.com/images/0007/7060/connected.PNG" alt="" width="600" height="509"></p> tag:econsultancy.com,2008:Report/4191 2016-07-14T10:00:00+01:00 2016-07-14T10:00:00+01:00 Digital Shift Report: Q3 2016 <p><a href="https://econsultancy.com/reports/digital-shift"><strong>Digital Shift</strong></a>, a quarterly service from Econsultancy, is intended as <strong>a guide to support strategic thinking</strong>.</p> <p>Focused tightly on digital technologies, marketing and ecommerce, it’s about <strong>delivering actionable insight on trends that will be significant in the short to mid-term</strong>, and which can be used to generate new ideas, improve business performance and stay ahead of the competition.</p> <p>The <strong>Q3 2016 report</strong> explores the most notable developments impacting digital marketing this quarter. The critical shifts are summarised below:</p> <ul> <li> <strong>The end of earned media?</strong> With growing algorithmic curation, ever-declining organic reach and limited impact, typically coming from shared content, we consider whether this is the end of earned media, or perhaps just a reason to redefine it.</li> <li> <strong>Disruption and unbundling. </strong>The so-called ‘unicorn startups’ have been the recipients of a huge amount of attention and focus. However, are large companies disrupted by multiple sources, leading to the unbundling of entire businesses and sectors?</li> <li> <strong>AI, chatbots and machine learning. </strong>This quarter saw more announcements in this rapidly burgeoning area so we look at some of the more interesting developments, a way of understanding the key drivers of acceleration and the future of bots.</li> <li> <strong>Is the mobile app boom over? </strong>New data suggests that a new maturity is being reached – not only in the incremental improvement of smartphones, but in declining numbers of apps being downloaded.</li> <li> <strong>Mary Meeker’s internet trends. </strong>We take a look at some of the key highlights from Meeker’s annual trends deck, including factors slowing growth, new image and video formats and platforms.</li> <li> <strong>The ever-changing role of video. </strong>The growth in video is being accompanied by significant divergence in formats, leading to new distribution, consumption, engagement and monetisation opportunities. Is video the new HTML?</li> <li> <strong>Trends from Cannes. </strong>Virtual reality (VR), creating consumer movements and hacking platforms – we take a look at some of the most interesting but less high-profile examples from Cannes.</li> </ul> <p><strong>Download a copy of the report to learn more.</strong></p> <p>You can access the <strong>previous Digital Shift report (Q2 2016)</strong> <a title="Digital Shift Report: Q2 2016" href="https://econsultancy.com/reports/digital-shift-report-q2-2016/">here</a>.</p> tag:econsultancy.com,2008:BlogPost/68039 2016-07-12T10:01:00+01:00 2016-07-12T10:01:00+01:00 What is B2B account-based marketing & why should you care? Nikki Gilliland <p>In line with this growing trend, here’s a basic run-down of ABM, as well as a few reasons why B2B marketers could benefit from using it in future.</p> <h3>What is ABM?</h3> <p>In a nutshell, account-based marketing is used to identify and target a key set of accounts, using personalised and highly tailored campaigns to generate leads.</p> <p>It is based on the assumption that B2B buying decisions are usually made by a select group of people rather than a single person.</p> <p>Targeting the core decision-makers (through IP addresses) should bring a greater chance of success.</p> <p>Ultimately, it’s all about delivering a relevant message to the most relevant people within a company, and it utilises new technology in order to do so.</p> <h3>How does it work?</h3> <p>There are many software-as-a-service account-based marketing systems out there, as well as those that are able integrate with existing platforms. </p> <p>Most will be able to identify and manage data and offer the tools to deliver personalised campaigns.</p> <p>For smaller companies, this is one of the biggest limitations, as it means investing in new technology as well as ensuring that employees have the relevant skills to use it.</p> <h3>What does it offer?</h3> <h4>Social data insight</h4> <p>An important part of the accounts-based model, social data allows marketers to get under the skin of potential clients and find out what really matters to them.</p> <p>With insight into company updates and general topics of conversation, marketers can greater personalise messages and tailor offers accordingly.</p> <h4>Direct conversation</h4> <p>As well as providing the platform for personalisation, ABM allows for much more frequent one-to-one communication.</p> <p>Whether it’s an email or follow up phone call, its direct nature means that there is the opportunity for relationships to form rather than just a one-sided sales pitch.</p> <h4>Retargeting</h4> <p>The always-on approach of ABM means that marketers can target companies that have gotten lost along the way.</p> <p>By retargeting at crucial moments – such as when an account is browsing a specific website or displaying buying signals – clients are much more likely to respond.</p> <p>By using IP addresses instead of cookies, a specific account or group of accounts can be simultaneously targeted.</p> <h3><img src="https://assets.econsultancy.com/images/0007/6798/B2B_account_based.jpg" alt="" width="780" height="520"></h3> <h3>What are the biggest benefits for B2B marketers?</h3> <h4>No more dead-ends</h4> <p>With ABM, marketers are free to prioritise the most important projects.</p> <p>Instead of flogging a dead-horse, they will be able to determine ahead of time who is the worthiest target. This creates a more streamlined strategy and a great targeted approach.</p> <h4>Alignment of sales and marketing</h4> <p>One of the biggest benefits of ABM is its ability to break down the barriers between sales and marketing teams.</p> <p>The process can only work if both teams work together (as well as get on board with each other’s way of thinking). </p> <p>Usually, it is the marketers' job to identify and satisfy customer requirements, and up to sales to persuade customers to close the deal.</p> <p>However, with marketers getting closer to the point-of-purchase commitment, and sales reaching into earlier stages of the process, the traditional rules no longer apply.</p> <p>Even without ABM, the changing customer journey means there is a growing need for integration between the two teams.</p> <p>As highlighted in Econsultancy's new <a href="https://econsultancy.com/reports/the-convergence-of-marketing-and-sales/">Convergence of Marketing and Sales</a> report, with the customer's own online research driving much of the decision-making, there is no need to speak to different teams at different times.</p> <p>Instead of a traditional funnel, a single evolving conversation with the vendor is much more typical of the path to purchase.</p> <h4><strong>Increase in revenue</strong></h4> <p><a href="http://www.forbes.com/sites/danielnewman/2016/04/29/why-b2b-cmos-need-to-know-about-account-based-marketing/#65cd614c4d3e">According the recent stats</a>, 80% of marketers say AMB outperforms all other marketing channels in terms of ROI. </p> <p>What’s more, when ABM has been in use for at least a year, 60% of users reported a revenue increase of at least 10% &amp; 19% reported a revenue impact of 30% or greater.</p> <p>This certainly shows what a valuable tool it can be, and as the technology becomes even smarter, this only looks set to continue.</p> <p><img src="https://assets.econsultancy.com/images/0007/6799/B2B_sales.jpg" alt="" width="780" height="520"></p> <h4>Continual optimisation</h4> <p>One of the best things about ABM is that it can potentially enable marketers to get instant results.</p> <p>This means that as soon as the data is analysed, campaigns can be altered accordingly, and strategy can continously be tweaked and improved.</p> <h3>So…</h3> <p>With personalisation a growing focus for businesses of all kinds, it was only a matter of time before B2B companies realised its potential.</p> <p>Of course, account-based marketing does not spell the end for inbound and outbound marketing, but with greater relevance to the individual client, there’s a reason it is the buzzword on every B2B marketer's lips.</p> tag:econsultancy.com,2008:BlogPost/68038 2016-07-07T10:46:21+01:00 2016-07-07T10:46:21+01:00 Coca Cola UK launches YouTube channel to connect with young adults Nikki Gilliland <p>Instead of glossy ad campaigns and global celebrities, it is aiming to target a younger generation via their favourite social media platform: YouTube.</p> <p>Fronted by two up-and-coming YouTubers, Dodie and Manny, each episode will be based around the themes of gaming, sport and music.</p> <h3>The power of the platform</h3> <p>When it comes to advertising, there’s no denying that social media personalities are closing the gap on ‘regular’ celebrities.</p> <p>With an in-built audience and incredible amount of influence over a younger generation, <a href="https://econsultancy.com/blog/67400-three-youtube-influencers-give-their-views-on-brand-partnerships">more brands are partnering with YouTubers</a> to promote their products and services.</p> <p>On the back of the success of CokeTV in Germany (which garnered 268,000 subscribers and 29m views since it was launched in 2014), a UK channel seemed inevitable. </p> <p>From a brand's perspective, YouTube certainly has the power to reach audiences like no other.</p> <p>With people shunning traditional television in favour of online streaming services, it enables creators of all kinds to directly speak to youngsters in engaging and relevant ways. </p> <p><iframe src="https://www.youtube.com/embed/qIyU2aRdTQU?wmode=transparent" width="520" height="293"></iframe></p> <h3>Does it work?</h3> <p>The danger of <a href="https://econsultancy.com/reports/the-rise-of-influencers/">influencer advertising</a> is that is has to be authentic and relevant, both for the audience and the influencers themselves.</p> <p>Now, I don’t know much (i.e. anything) about Dodie or Manny, so it’s hard for me to judge whether the pair are best suited to the brand or the type of content they’re fronting. </p> <p>On first impressions, they do seem like chipper young people... certainly aligned to the Coca-Cola-esque theme of happiness.</p> <p>But is that enough to convince audiences that the content itself is of any real value?</p> <p>Having read some of the comments, it appears that most viewers have come from either Manny or Dodie’s main channels – which just goes to show how audiences can be enticed to follow their favourite stars regardless. </p> <p>In terms of the videos themselves, many are fun and engaging, including exciting events and activities like stunt driving and freestyle football. </p> <p>However, the one thing that stands out the most is that there is a hell of a lot of branding... And I mean a lot. </p> <p>From the open bottle of Coke in front of the presenters to awkward ‘cheers’ moments – a lot of the Coca-Cola branding does appear to be terribly shoehorned in. </p> <p>With quite a few comments about the videos' 'cheesy' and 'commercial' nature, even the biggest fans seem to be slightly put-off by the intense advertising.</p> <p><img src="https://assets.econsultancy.com/images/0007/6780/Coke_moments.jpg" alt="" width="512" height="259"></p> <p>And I don’t know whether it’s my own cynicism, but it’s hard not to feel slightly alienated by the relentlessly upbeat - ‘let’s have the best day ever!’ - style of content. </p> <p>It's been a while since I was a teenager, but I'm inclined to think CokeTV might have been better off taking heed from the recent <a href="https://econsultancy.com/blog/67977-four-examples-of-brands-using-an-episodic-content-marketing-strategy">success of its episodic series</a> targeting teens in Latin America. </p> <p>Of course the platform and the market is entirely different, but with its important subject matter and heartfelt tone, 'Crossroads' is a far more memorable example of brand content. </p> <p><img src="https://assets.econsultancy.com/images/0007/6783/CokeTV.jpg" alt="" width="511" height="336"></p> <h3>In conclusion…</h3> <p>There’s nothing unusual about global brands trying to make their mark on YouTube.</p> <p>From Barbie to Playstation, there are <a href="https://econsultancy.com/blog/63832-youtube-strategy-for-brands-10-of-the-best/">many who do it rather well</a> - and it can undoutedly be a way of increasing consumer awareness and loyalty.</p> <p>With just 5,704 subscribers since its recent launch, it remains to be seen whether CokeTV will be a success in the UK. Despite its over-the-top branding, it could still resonate.</p> <p>If there’s one thing CokeTV <em>does</em> prove, it's that the potential success for influencers is greater than ever before.</p> tag:econsultancy.com,2008:BlogPost/68012 2016-07-05T15:20:24+01:00 2016-07-05T15:20:24+01:00 Five key changes within the world of celebrity marketing Nikki Gilliland <p>With insight from our new <a href="https://econsultancy.com/reports/the-future-of-celebrity-marketing">Future of Celebrity Marketing report</a>, published in association with <a href="http://www.celebrityintelligence.com/">Celebrity Intelligence</a>, here are five ways the world of celebrity marketing is changing.</p> <h3>The definition of ‘celebrity’ </h3> <p>Since the early days of reality television, we have seen a massive shift in celebrity culture.</p> <p>No longer reserved for actors, musicians and models, people now find fame in increasingly diverse ways.</p> <p>In the past five years, thanks to the explosion of YouTube and other social media channels, the definition of celebrity has become even more debatable. </p> <p>With social media personalities garnering millions of followers, brands and agencies are naturally looking to online channels to find faces to front campaigns and advertise products.</p> <p>While some might still see a clear distinction between celebrities and social media stars, as Nick Ede, CEO of East of Eden explains, it's more about the separation between traditional and non-traditional media. </p> <blockquote> <p>If a brand wants its campaign to reach Hello or Grazia etc, social talent will still very rarely penetrate that space. But a traditional celebrity will always make the headlines or a dent in newsprint or in a magazine.</p> </blockquote> <p>However, with the likes of Zoella appearing on the Great British Bake Off and Jim Chapman fronting his own line for John Lewis, we are certainly starting to see the two worlds blur. </p> <h3>How agencies are managing celebrities</h3> <p>With such a huge reach, it’s no surprise that more <a href="https://econsultancy.com/blog/67756-influencer-marketing-it-s-all-about-the-audience/">agencies are working with influencers</a> (from all industries).</p> <p>In our survey, 74% of agency respondents said that they are now working with celebrities, with a further 12% aiming to embark on a celebrity endorsement within the next year.</p> <p>In conjunction with this trend, it seems agencies are more likely to manage celebrities in-house as opposed to outsourcing expertise.</p> <p>With 70% of companies taking on celebrity contacts internally, it is now becoming common practice for digital agencies. </p> <p><img src="https://assets.econsultancy.com/images/0007/6589/Managing_celebrities.PNG" alt="" width="767" height="465"></p> <h3>Social media stars in demand</h3> <p>While singers and musicians are the most popular celebrities for brands to work with, social media stars are closing the gap. </p> <p>By being able to see who their audience is, when they are watching and what kind of content they want – social media personalities are able to offer the kind of audience insight that brands crave.</p> <p>As a result, they can offer greater brand relevance.</p> <p>With an in-built audience on social, they can automatically guarantee promotion and engagement with a core demographic. </p> <p><img src="https://assets.econsultancy.com/images/0007/6591/Brand_relevance.PNG" alt="" width="780" height="608"></p> <h3>Popularity of one-off campaigns</h3> <p>With a plethora of social media stars appearing in the past year alone, more brands are beginning to work with personalities on one-off campaigns rather than long-term collaborations.</p> <p>According to survey respondents, this is due to the ‘Tiger Woods effect’ – where sponsors are wary of losing out due to personal scandals or a sudden loss in popularity. </p> <p>As retweets and Instagram Likes become the goal, 40% of agencies support this one-off approach to get consumers engaged with brands in the short-term.</p> <p>That being said, long-term collaborations are not out of the question.</p> <p>On the contrary, they can provide greater value for both the brand and personality – as long as both parties have a natural and authentic affinity.</p> <p><img src="https://assets.econsultancy.com/images/0007/6592/Working_with_influencers.PNG" alt="" width="773" height="475"></p> <h3>Budget is biggest barrier for agencies</h3> <p>Despite an increasing desire to work with celebrities, a lack of budget is preventing many agencies from making it happen.</p> <p>83% of agency respondents cited the high cost of talent as the biggest challenge, so it appears that the influx of social media personalities in the market does not appear to be having an impact.</p> <p>The good news is that budgets are predicted to increase.</p> <p>With 38% of agencies saying that investment will ‘increase moderately’ in the next year, we can see that content creation, and video in particular, is becoming more of a priority for brands.</p> <p><img src="https://assets.econsultancy.com/images/0007/6593/Budget_challenges.PNG" alt="" width="780" height="498"></p> <p><strong>For more on this topic, download the full <a href="https://econsultancy.com/reports/the-future-of-celebrity-marketing">Future of Celebrity Marketing Report</a>.</strong></p>