tag:econsultancy.com,2008:/topics/customer-experience Latest Customer Experience 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/68069 2016-07-26T11:03:35+01:00 2016-07-26T11:03:35+01:00 Customer experience drives revenue growth, but marketers lack CX skills Patricio Robles <p><img src="https://assets.econsultancy.com/images/resized/0007/6995/cx_revenue_forrester-blog-flyer.png" alt="" width="470" height="261"></p> <p>Forrester's methodology attempted to isolate revenue growth that was derived from customer behavior, and excluded revenue from events such as M&amp;A activity and windfalls.</p> <p>After taking these into account, Forrester found that every CX leader it compared to a CX laggard outperformed. Overall, CX leaders delivered compound annual revenue growth rates (CAGR) of 17% over the five year period compared to just 3% for CX laggards.</p> <p>The difference between CX leaders and laggards was most pronounced in the cable and retail markets, where CX leaders outperformed their laggard competitors by well over 20%.</p> <p>The difference was least pronounced in the airline industry, where CX laggards outperformed by just 5%, but in that highly consolidated market, 5% is still arguably a meaningful difference.</p> <p><a href="http://blogs.forrester.com/harley_manning/16-06-21-customer_experience_drives_revenue_growth_2016">According to</a> Forrester's Harley Manning, "Now, we realize that correlation is not causality – there could be something going on here other than CX driving the revenue growth."</p> <p>"But we do know from our analysis of CX Index data that customers who have a better experience with a company say they’re less likely to stop doing business with the company and more likely to recommend it.</p> <p>"Both of those factors should drive increased growth in customers and, in turn, increased growth of customer revenue."</p> <h3>Marketers ill-equipped to deliver on CX opportunity</h3> <p>Unfortunately for companies, even if there's good reason to believe that CX can indeed provide a real advantage, many don't have the skills to capitalize on the opportunity.</p> <p>A study by Forbes Insights indicates that just 29% of executives believe their company's use of data analytics has significantly shifted their ability to deliver a superior customer experience. Another 35% believe their companies have seen shifts in many areas. In the next 20 years, 42% believe they'll see significant shifts.</p> <p>That's still well under half, and echoes the findings of a study conducted by Forrester for Accenture Interactive. As <a href="http://www.emarketer.com/Article/Marketers-Lack-Skills-Deliver-on-Customer-Experience/1014169">summarized by</a> eMarketer, that study revealed that "less than 50% of respondents said their organizations had all the necessary skills related to customer experience disciplines such as project management and data analytics."</p> <p><img src="https://assets.econsultancy.com/images/0007/6996/212339.gif" alt="" width="325" height="575"></p> <p>The news isn't all bad. A majority of companies are improving their digital channels, but less than half are working to improve their traditional channels, use of analytics, and content creation capabilities.</p> <p>Even fewer are creating dedicated CX groups, mobilising employees as advocates, or empowering sales agents, which is somewhat surprising given that the virtues of these have been discussed for years.</p> <p>That will almost certainly change in the coming years, but the challenges in <a href="https://econsultancy.com/blog/67867-six-must-do-s-for-a-successful-customer-experience-programme">developing CX skills</a> means that the companies that are focused on and excelling at CX will likely have advantages over companies that are lagging for the foreseeable future.</p> <p><em>More on customer experience:</em></p> <ul> <li><a href="https://econsultancy.com/blog/67168-so-what-exactly-does-customer-experience-cx-mean/">So what exactly does customer experience mean?</a></li> <li> <a href="https://econsultancy.com/blog/67930-12-outstanding-mobile-customer-experiences/">12 outstanding mobile customer experiences</a> </li> </ul> tag:econsultancy.com,2008:BlogPost/68082 2016-07-25T15:19:22+01:00 2016-07-25T15:19:22+01:00 Connected clothing: What are the implications for brands and retailers? Andy Hobsbawm <h3>The future is here</h3> <p>The future of <a href="https://econsultancy.com/reports/a-marketer-s-guide-to-wearable-technology/">wearables</a> may well be crazy-creative smart fabrics – just take a look at <a href="https://atap.google.com/jacquard/">Google’s recent announcement</a> of a smart jacket launch with Levi, complete with Maps and Spotify integration.</p> <p>In this case, however, the sensor must be removed before washing – so it will take a while before embedded, washable, and durable electronics appear in our everyday apparel and at a cost effective point (one of the things still holding back wearable adoption in general is price).</p> <p>But as author and futurist William Gibson famously remarked: “The future is already here — it's just not very evenly distributed.”</p> <p>The concept of ‘connected clothing’ has, in fact, already arrived; it’s ready today and doesn’t involve any additional manufacturing costs or processes.</p> <p>Earlier this year, in partnership with global packaging and labels giant Avery Dennison, the EVRYTHNG team announced our commitment to connecting over 10 billion pieces of apparel and footwear over the next three years – making this the largest <a href="https://econsultancy.com/reports/a-marketer-s-guide-to-the-internet-of-things/">Internet of Things</a> (IoT) deal yet.</p> <p>By ‘switching on’ items from the world’s largest fashion and performance brands, each and every item will be provided with its own unique digital identity and programmable cloud software capabilities to draw down on.</p> <p>This means products can now be ‘born digital’, with data profiles in the cloud connecting brands to consumers.</p> <p>Pertinently, it’s only with a strategy of embedding a smartphone-readable software identity into products at the point of manufacture (onto existing labels and tags) that this can happen today at global super-scale.</p> <p><img src="https://assets.econsultancy.com/images/0007/7385/connected_clothing.png" alt="connected clothing" width="470" height="397"></p> <h3>The benefits of digitised products </h3> <p>For brands, digitising products at their source can bring all sorts of benefits.</p> <p>Already, the likes of Nike, Under Armour and Adidas have invested millions into connecting offline objects, as seen in the acquisitions Under Armour has made in the app studio space (<a href="https://econsultancy.com/blog/66037-eight-reasons-why-the-wearables-market-is-becoming-more-mature/">MyFitnessPal</a> and Endomondo) to what Nike has been doing for a number of years with Nike+ and then Fuel Band, wrapping the product with connected fitness services and community.</p> <p>By making garments and footwear digital by default at the point of manufacture, it means apparel items can become direct digital engagement channels with end-consumers.</p> <p>Nike’s VP of Digital Sport Stefan Olander notes: “Once you have established a direct relationship with a consumer, you don’t need to advertise to them.”</p> <p>To this end, extensive <a href="https://hbr.org/2015/04/why-strong-customer-relationships-trump-powerful-brands">Harvard Business Review research found</a> that powerful, direct customer relationships based on data, created almost twice as much enterprise value as brand.</p> <p>It’s no accident that Google, Facebook and Amazon dominate by providing services that collect and exploit first party customer data.</p> <p><em>Nike Fuel Band</em></p> <p><img src="https://assets.econsultancy.com/images/0007/7387/Nike_FuelBand.jpg" alt="nike fuel ban" width="450"></p> <p><strong>Personalisation</strong></p> <p>The brand opportunity of products born digital is delivering a layer of personalised digital services direct to consumer smartphones triggered by the product. This means more relevant content, mobile applications and assisted in-store experiences.</p> <p>For example, information about the life story of the garment: how it was made. its materials and performance. Or deeply emotional brand stories about the experience of ownership and lifestyle associations. Or practical guides for how to wash, store, and style your items, even where to recycle them.</p> <p>Now, products can become more intelligent, more interactive and more personalised.</p> <p><strong>Fraud protection</strong></p> <p>This #borndigital approach also solidifies brand integrity, protecting authenticity, as digital content makes loss prevention and fraud protection easier than ever.</p> <p>This is because the data flowing from cloud-based digital identities for individual items can solve operational fashion challenges like real-time tracking inventory and identifying counterfeit goods. So, for example, retailers can tackle return fraud – which costs billions every year – by scanning items to access the data about where and when it was purchased and by whom.</p> <h3>Managing consumer data</h3> <p>With anything like this though, there are a number of challenges facing brands, not to mention a whole new emphasis on trust between brand and consumer. When you trust a brand there’s no need to read the small print, no need to shop around, and every reason to spread the word to others so they can believe and buy it too.</p> <p>In short: consumers are more likely to prefer, pay more for and recommend brands they trust compared to similar products in the market. This loads a tremendous responsibility on brands to properly manage consumer data, keep it safe and respect individual permissions and sharing preferences.</p> <p>The careful balancing act between managing enough data to provide a valuable consumer experience through personalisation, and maintaining a firm grip on privacy is the next great brand challenge.</p> <p>Part of the answer is smart software systems that allow each user to specify individual permissions for how data can be shared and to know exactly how it will be used, so brands can be as transparent as they are compliant.</p> <h3>In conclusion</h3> <p>In the end, fashion is the one technology trend that will never go out of style. As well as functional duties like protecting our bodies from the elements, modern apparel is as much about culture, creativity, self-expression and personal identity.</p> <p>Just like our smart mobile devices, fashion touches everyone, every day. So it’s hardly a surprise that fashion and technology are now, officially, an item.</p> tag:econsultancy.com,2008:Report/3008 2016-07-21T11:30:00+01:00 2016-07-21T11:30:00+01:00 Internet Statistics Compendium Econsultancy <p>Econsultancy’s <strong>Internet Statistics Compendium</strong> is a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media. </p> <p><strong>The compendium is available as 11 main reports (in addition to a B2B report) across the following topics:</strong></p> <ul> <li><strong><a href="http://econsultancy.com/reports/advertising-media-statistics">Advertising</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/content-statistics">Content</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/customer-experience-statistics">Customer Experience</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/web-analytics-statistics">Data and Analytics</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/demographics-technology-adoption">Demographics and Technology Adoption</a></strong></li> <li><strong><a href="http://econsultancy.com/uk/reports/ecommerce-statistics">Ecommerce</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/email-ecrm-statistics">Email and eCRM</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/mobile-statistics">Mobile</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/search-marketing-statistics">Search</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/social-media-statistics">Social</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/strategy-and-operations-statistics">Strategy and Operations</a></strong></li> <li><strong><a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B</a></strong></li> </ul> <p>Updated monthly, each document is a comprehensive compilation of internet, statistics and online market research with data, facts, charts and figures.The reports have been collated from information available to the public, which we have aggregated together in one place to help you quickly find the internet statistics you need, to help make your pitch or internal report up to date.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p><strong>Those looking for B2B-specific data should consult our <a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B Internet Statistics Compendium</a>.</strong></p> <p> <strong>Regions covered in each document (where available) are:</strong></p> <ul> <li><strong>Global</strong></li> <li><strong>UK</strong></li> <li><strong>North America</strong></li> <li><strong>Asia</strong></li> <li><strong>Australia and New Zealand</strong></li> <li><strong>Europe</strong></li> <li><strong>Latin America</strong></li> <li><strong>MENA</strong></li> </ul> <p>A sample of the Internet Statistics Compendium is available for free, with various statistics included and a full table of contents, to show you what you're missing.</p> tag:econsultancy.com,2008:Report/4200 2016-07-21T11:05:00+01:00 2016-07-21T11:05:00+01:00 Measurement and Analytics Report 2016 <h2>Overview</h2> <p>Never have marketers, analysts and ecommerce professionals had more data to work with as part of their ongoing efforts to improve business and organisational performance.</p> <p>At the same time, the growing challenge for individuals and organisations alike has been to avoid being overwhelmed by proliferating sources of data and metrics across a burgeoning number of marketing channels and technology platforms.</p> <p>The <strong>Measurement and Analytics Report 2016</strong>, produced by Econsultancy in partnership with analytics consultancy <strong><a href="http://www.lynchpin.com/">Lynchpin</a></strong> for the ninth year running, looks at how organisations are using data strategically and tactically to generate insights and to improve business performance.</p> <p>The research, based on a survey of almost 1,000 digital professionals, also focuses on the important role for data and analytics in supporting their attempts to build a competitive advantage by becoming more customer-centric.</p> <h2>What you'll learn from this research</h2> <ul> <li>Understand how analytics can help to meet financial goals and what the most common growth and profit-related requirements are.</li> <li>Discover how organisations are using data and analytics to build a competitive advantage by becoming more customer-centric.</li> <li>Benchmark the make-up of your analytics or data team and investment plans against those of your peers.</li> <li>Find out where the biggest analytics skills gaps are and what the most common challenges related to deploying tools and technologies organisations face.</li> </ul> <h2>Key findings from the report</h2> <ul> <li>The vast majority (84%) of marketers agree that their understanding of the customer is increasing over time, and 64% say that they are using data-driven customer insights to adapt their marketing strategies and influence business decisions.</li> <li>Despite the increasing importance of data, the proportion of analytics data used to drive decision-making within the organisation dropped by seven percentage points compared to last year's survey.</li> <li>While 77% of marketers believe digital analytics important to their company’s digital transformation, fewer than one in five consider digital reporting to have a ‘very influential’ role in supporting business decisions.</li> </ul> <h2>Features of the report</h2> <p>Based on a survey of almost 1,000 digital business professionals, this report also aims to cut through the noise to understand how companies are using measurement and analytics to boost revenue and profit growth, while also looking at the types of technology and data which are used to meet these ends.</p> <p><strong>Download a copy of the report to learn more.</strong></p> <p>A <strong>free sample</strong> is available for those who want more detail about what is in the report.</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:Report/4189 2016-07-13T10:25:00+01:00 2016-07-13T10:25:00+01:00 Digital Intelligence Briefing: Taking Advantage of the Mobile Opportunity <p>The <strong>Taking Advantage of the Mobile Opportunity</strong> report, produced by Econsultancy in association with <a href="http://www.adobe.com/marketing-cloud.html">Adobe</a>, examines the extent to which marketers have embraced mobile marketing, and how organisations are approaching and implementing mobile strategies.</p> <p>The <strong>third annual iteration</strong> of our mobile research – part of the Digital Intelligence Briefing <a href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing">series</a> that Econsultancy publishes in partnership with Adobe – revealed that <strong>marketers recognise both the outsized role of mobile and the challenge of providing a great experience</strong> when there is no margin for error.</p> <p>More than 4,000 marketers and digital professionals took part in this year’s survey, giving us a great glimpse into how organisations are approaching and implementing mobile strategies across all channels.</p> <h2>Findings include:</h2> <ul> <li>The proportion of organisations describing themselves as ‘mobile-first’ has more than doubled in the last two years, with those based in North America leading the way.</li> <li>Companies are continuing to invest in their mobile capabilities, with 60% increasing their 2016 spending and only a tiny fraction moving away from their mobile investments.</li> <li>The average proportion of ecommerce revenues being transacted on mobile devices has increased by 75% since 2014, reaching 28% this year.</li> <li>Nearly three in five (57%) organisations are aware of the different technologies available to support their mobile strategies.</li> <li>Mobile is considered to be extremely important for customer experience - exceeding the importance of the desktop site.</li> </ul> <p><strong>Econsultancy's Digital Intelligence Briefings, sponsored by <a href="http://www.adobe.com/marketing-cloud.html">Adobe</a>, look at some of the most important trends affecting the marketing landscape. You can access the other reports in this series <a href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing">here</a>.</strong></p>