tag:econsultancy.com,2008:/topics/data-analytics Latest Data & Analytics content from Econsultancy 2016-09-29T01:00:00+01:00 tag:econsultancy.com,2008:BlogPost/68347 2016-09-29T01:00:00+01:00 2016-09-29T01:00:00+01:00 Seven ways to supercharge your data-driven marketing Jeff Rajeck <p>Nine out of ten put it in their first three, more than any other topic.</p> <p><img src="https://assets.econsultancy.com/images/0007/9633/data-driven.png" alt="" width="565" height="315"></p> <p>But what are marketers actually doing with their data?<strong><br></strong></p> <p>What tips can professionals give for those who may be just starting out with data-driven marketing?</p> <p>To find out, Econsultancy recently held roundtable discussions at our fifth annual Digital Cream Sydney.  </p> <p>There, client-side marketers from across the industry discussed trends, best practices, and the issues they are currently facing.</p> <p>The roundtables were moderated by subject matter experts from the industry. Participants brought their own experiences, questions, and challenges to the table for open discussion.</p> <p>Here are the highlights from the discussion at the Data Driven Marketing &amp; Marketing Attribution Management table.</p> <h3>1. Use personas and customer journey mapping for attribution modeling</h3> <p>We now live in an omnichannel world. People often use the web, social media, mobile, and search before buying something.  </p> <p>How can marketers determine the right amount to invest in each channel?</p> <p>Participants agreed that doing so, also known as attribution modeling, is one of the toughest tasks marketers now face.</p> <p>Figuring out which channels drive awareness, which help with research, and which lead to conversions is not easy - even with all the data in the world.</p> <p>While attendees admitted that there is 'no silver bullet' for determining the right model, delegates suggested that using customer experience data can help.</p> <p>They said that <strong>creating audience personas and then mapping each customer journey can provide insight into the path-to-purchase for different customers.</strong>  </p> <p>This can then provide the foundation for the elusive attribution model which helps marketers allocate their spending for optimal results.</p> <p><img src="https://assets.econsultancy.com/images/0007/9626/data-driven__Custom_.jpg" alt="" width="800" height="533"></p> <h3>2. Avoid using personas for more granular data-driven marketing</h3> <p>While the customer-centric approach may work for modeling attribution, delegates agreed that<strong> personas and customer journey maps were not so useful when doing more personalised data-driven marketing.</strong></p> <p>That is, when buying programmatic media or providing on-site personalisation, broad segments and models do not help.  </p> <p>Instead, attendees stated that <strong>marketers should use an individual's behavior to deliver relevant ads and personalised content.</strong>  </p> <p>What a person has viewed or purchased previously is much more likely to attract their attention in the future than something which fits a particular persona, one participant argued.</p> <h3>3. Look at <em>your</em> data when optimizing</h3> <p>Another dilemma marketers often face is how to optimize their website and ad buying based on outside trends.</p> <p>Recently, there have been many charts showing that mobile traffic is outpacing web traffic. Does this mean that marketers should go 'mobile first'?</p> <p>Not at all said the delegates. While it is useful to be aware of the trends in mobile, video, and messaging, <strong>marketers should prioritise their own customers' behaviours to help form strategies.</strong></p> <p>As an example, at one table on the day, there were some marketers who said that mobile usage was plateauing while others said that tablet traffic is becoming increasingly important to them.</p> <p>So, the recommendation is that marketers should first keep a close eye on the trends in their own data before making any drastic changes as a result of industry reports.</p> <p><img src="https://assets.econsultancy.com/images/0007/9627/data-driven2__Custom_.jpg" alt="" width="800" height="533"></p> <h3>4. Use data for more than just conversions</h3> <p>Marketers these days are typically required to produce data to justify their budget.  </p> <p>Metrics such as cost-per-acquisition (CPA) and return on ad spend (ROAS) are commonly used by the business to gauge performance.</p> <p>Because of the need to demonstrate that marketing spend matters to the business, <strong>attendees agreed that most of the effort spent on marketing attribution and data-driven marketing is used to lower customer acquisition costs</strong>. </p> <p>However, delegates also agreed that we now have the data to do much more. <strong>Data should also be used, they argued, to improve customer retention and loyalty.</strong></p> <p>Doing so will, in turn, increase the lifetime value of customers and improve the bottom line, albeit in a less direct way.</p> <p>Marketers should, therefore, look for opportunities to use data for customer experience and resist the tendency to look for the immediate gratification of a lower CPA.</p> <h3>5. The best third-party data is from sites where users log in</h3> <p>While marketers tend to have a good handle on the data from their own sites (first-party data), many are still wondering about the value of data from other sites (third-party data).</p> <p>This concern was made apparent because, when asked, only around 10-15% of marketers at the tables admitted using a data management platform (DMP) as a 'single source of truth' about their customers.</p> <p>The reasons for hesitating are well-founded. Many third-party data services guess at aspects of users' identities from the sites they visit or activities they have done in the distant past.</p> <p>Attendees asserted, however, that <strong>sites which require users to log in can provide much higher-quality third-party data.</strong></p> <p>Specifically, Google and Facebook can both link extensive browsing and posting behaviour to a particular person.  </p> <p>For this reason, delegates said that such sites do offer third-party data worth using for advertising and analytics.</p> <p>Interestingly, one participant noted, both Google and Facebook are also starting to offer data which allows brands to track consumers offline.</p> <p>That is, they will know whether someone has entered a particular location (e.g. a store) after viewing an ad on their platform.</p> <p><img src="https://assets.econsultancy.com/images/0007/9628/data-driven3__Custom_.jpg" alt="" width="800" height="533"></p> <h3>6. Aim to make small changes with insights from data</h3> <p>While most of the day's discussions were positive, one negative aspect of data-driven marketing emerged. </p> <p>Even with insights from data,<strong> delegates admitted that it was rare that recommendations based on data were actually implemented</strong>.</p> <p>Data was more likely, they said, to be used for retrospective reporting and business-oriented statistics.</p> <p>One way around this, one participant suggested, is to adopt a more 'agile' way of working.</p> <p>What this means is that marketing teams should avoid gathering vast amounts of data in an attempt to influence strategic decisions.  </p> <p>Instead, <strong>marketers should use insights to drive incremental changes on a frequent, tactical basis.</strong></p> <p>In this way, the 'agile' approach will change an organisation's approach to marketing iteratively over time and have a much higher likelihood of succeeding.</p> <h3>7. The biggest hurdle? Finding the right people.</h3> <p>In previous years, marketers have lamented about quality of marketing technology and the difficulty of obtaining data to drive marketing strategy.</p> <p>While these are still concerns, <strong>delegates this year said that their biggest challenge was finding the right people to drive data-driven marketing initiatives.</strong></p> <p>Attendees agreed that that finding people who could interpret data both technically and commercially was really hard. Additionally, these people are critical for getting insights out of data.</p> <p>Newly-hired data scientists are often too technical and abstracted from the operational business to help. Experienced marketers, though familiar with the business, often lack the statistical modeling skills to extract new insights from data.</p> <p>One suggested approach is for marketing teams to recruit analysts with business acumen and data crunching skills.  </p> <p>But in lieu of staffing up with the right people,<strong> participants felt that marketers could also take a more active role in interrogating the data themselves for insight. </strong></p> <p><strong><img src="https://assets.econsultancy.com/images/0007/9630/data-driven4__Custom_.jpg" alt="" width="800" height="533"></strong></p> <h3>A word of thanks...</h3> <p>Econsultancy would like to thank all of the marketers who participated on the day and especially our Data Driven Marketing &amp; Marketing Attribution Management table moderators,<strong> Beaudon McLaren, APJ Ecommerce Manager at Symantec</strong> and <strong>Ashley Friedlein, President of Centaur Marketing &amp; Founder of Econsultancy.</strong></p> <p>We hope to see you all at future Sydney Econsultancy events!</p> <p><img src="https://assets.econsultancy.com/images/0007/9632/moderators__Custom_.jpg" alt="" width="800" height="533"> </p> tag:econsultancy.com,2008:BlogPost/68323 2016-09-26T14:33:00+01:00 2016-09-26T14:33:00+01:00 Getting started with programmatic? Here are some tips from the experts Seán Donnelly <p>If you are a Marketing Director and you’ve heard how your competitors are benefitting from programmatic and aren’t sure where to get started, you might find these suggestions from the GWTP panellists helpful.</p> <p>The key insight here is that all speakers emphasised the importance of people, skills and procedures above technology.</p> <h3>1. Knowledge</h3> <p>Marketers need to understand the programmatic ecosystem and the different use cases involved.</p> <p>Shamless plug: <a href="https://econsultancy.com/reports/the-cmo-s-guide-to-programmatic/search/?only=BlogPost&amp;q=programmatic">Econsultancy’s CMO’s Guide to Programmatic</a> has a whole chapter on understanding the programmatic ecosystem.</p> <p>Also, at the most basic level, marketers need to understand their customer.</p> <p>Panellists were at pains to point out that even if marketers spend lots of money on the tools required to deliver programmatic campaigns, if they don’t make the most of these tools to capture insights and optimise campaigns, then they may in fact end up delivering hyper targeted but irrelevant or annoying advertisements.</p> <p>For example, one speaker spoke of being retargeted with an ad to purchase a bicycle for three weeks after completing his purchase.</p> <h3>2. Procedures</h3> <p>While the tech may be ready, the last example demonstrates that skills and procedures may not be.</p> <p>Any company that makes use of programmatic technologies will need to examine current procedures and map out how these should change in order to integrate programmatic into other activities.</p> <p>This includes understanding what data you have and the role that your marketing agencies play in terms of bringing it all together. It's not just one person that can do all of this.</p> <h3>3. Skills</h3> <p>Companies require a team of people, right through from legal through to brand and digital expertise and data management. </p> <p>In addition, some of the key skills mentioned were of course data science and analytical thinking coupled with strong commercial awareness and an understanding of the fundamentals of marketing.</p> <p>There is huge demand for data science and analytical skills from all sectors.</p> <p>Research from <a href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-2016-digital-trends/">Econsultancy’s 2016 Digital Trends</a> report suggests that only 37% of companies have the analysts that they need to make sense of their data.</p> <p><img src="https://assets.econsultancy.com/images/0007/9558/37__of_companies_have_the_analysts_that_they_need_to_make_sense_of_their_data.JPG" alt="" width="595" height="493"></p> <h3>4. Technology and data</h3> <p>Technology and data are key to running programmatic effectively.</p> <p>If you are having trouble getting your head around the tools involved and the plethora of TLAs (Three Letter Acronyms!), check out Econsultancy’s report: <a href="https://econsultancy.com/reports/programmatic-marketing-beyond-rtb/">Programmatic Marketing: Beyond RTB</a>.</p> <p>One speaker highlighted the importance of making sure that whatever technology is used, it must be integrated into other procedures and tools and not simply act as a third-party bolt on.</p> <p>Only when this happens will there be an opportunity to be able to surface customisable and actionable data.</p> <p>Finally, without actionable data, marketers run the risk of over or under targeting consumers.</p> <p>Without data, marketers will not be able to develop <a href="https://econsultancy.com/blog/65425-what-is-the-single-customer-view-and-why-do-you-need-it/">a single customer view</a> and so while they may apply frequency capping to different channels, there is still a chance of over targeting.</p> <p>A single customer view will allow marketers to frequency cap users rather than devices and, in addition, sequentially message users depending on where they are in their customer journey. <br> </p> <h3>5. Budget and strategy</h3> <p>Making effective use of programmatic requires a <a href="https://econsultancy.com/training/courses/big-data-driven-marketing-how-to-get-it-right/">data-driven marketing strategy</a> at the highest level.</p> <p>This means aligning programmatic with other media and integrating the approach into other marketing activities.</p> <p>Companies should also assign a portion of the budget to test and learn.</p> <p>This is important because how can marketers expect to make any progress if they don't test new ideas? This of course goes beyond programmatic and includes other tactics.</p> <p>Achieving a data-driven strategy might also require an internal sponsor or delegating to somebody who can focus on delivery and setting up the correct internal structure and procedures.</p> <p>The programmatic sponsor can translate programmatic to a level that people understand - these might be senior people who are responsible for assigning budgets, executive leadership and the wider marketing team.</p> <p>This doesn’t mean not making use of agency partnerships. Agencies can still offer guidance around different media approaches and layering different datasets on top of each other. <br> </p> <h3>Getting on top of programmatic</h3> <p>Econsultancy runs regular <a href="https://econsultancy.com/training/courses/programmatic/">programmatic workshops</a> to help marketers cement their understanding of the programmatic landscape.</p> <p>If you already have an understanding of programmatic and want to look at some of the wider strategic use cases and challenges to be aware of, Econsultancy has published a number of reports on the subject:</p> <ul> <li><a href="https://econsultancy.com/reports/the-cmo-s-guide-to-programmatic/">CMO’s Guide to Programmatic</a></li> <li><a href="https://econsultancy.com/reports/programmatic-branding/">Programmatic Branding, Driving Upper Funnel Engagement</a></li> <li><a href="https://econsultancy.com/reports/programmatic-marketing-beyond-rtb/">Programmatic Marketing: Beyond RTB</a></li> <li><a href="https://econsultancy.com/reports/the-role-of-dmps-in-the-era-of-data-driven-advertising/">The Role of DMPs in the Era of Data-Driven Advertising</a></li> </ul> <p>Econsultancy also regularly <a href="https://econsultancy.com/reports/the-cmo-s-guide-to-programmatic/search/?only=BlogPost&amp;q=programmatic">publishes blogs on the subject of programmatic</a>.</p> tag:econsultancy.com,2008:BlogPost/68322 2016-09-23T13:42:24+01:00 2016-09-23T13:42:24+01:00 10 juicy digital marketing stats from this week Nikki Gilliland <p>If you'd like further information, the Internet Statistics Compendium is <a href="https://econsultancy.com/reports/internet-statistics-compendium/" target="_blank">ready and waiting</a>.</p> <h3>90% of UK grocery retailers have issues meeting customer requirements</h3> <p>New research by Blue Yonder has found that grocery retailers are failing to keep up with growing customer demands.</p> <p>From interviews with 750 grocery managers and directors across the globe, 90% of UK respondents said they’re falling short, with 25% unable to deliver an omnichannel experience.</p> <p>Furthermore, nearly 30% said decisions in the supply chain are slowing down their decision-making, and the main reason they are unable to keep pace.</p> <h3>Retailers take advantage of dual-screen shoppers</h3> <p>eBay’s <a href="http://www.ebay-report.co.uk/#homepage" target="_blank">UK retail report</a> highlights how primetime TV shows are influencing shopper behaviour, specifically through the rise of ‘dual screening’ – i.e. the act of watching television whilst simultaneously surfing the internet.</p> <p>According to data, eBay saw a 67% rise in interaction with baking products while the first episode of the new Great British Bake Off was on air, rising to 133% during the hour immediately afterwards.</p> <p>Other items that have seen an increase in search interest include Peaky Blinders’ style flat caps, Game of Thrones merchandise and Olympic-inspired bicycles.</p> <p><img src="https://assets.econsultancy.com/images/0007/9462/ebay_insights.PNG" alt="" width="700" height="415"></p> <h3>Facebook generates 14.2% of all traffic for major online publishers</h3> <p>Despite algorithm changes, Echobox has reported that Facebook’s role in media distribution continues to grow, with the network now generating 14.2% of all traffic for media companies.</p> <p>This means that Facebook’s share of referral traffic has trebled from 5.2% of all online traffic to 14.2% since January 2014, compared to Twitter’s share which has remained static at 1.8%.</p> <p>With Facebook a continued focus for publishers, many are now employing dedicated teams for social media optimisation.</p> <h3>UK shoppers make impulse purchases 28% of the time</h3> <p>A new study by HookLogic has delved into the UK’s shopping habits, discovering that one third of consumer purchases are made up of impulse buys.</p> <p>Impulse shopping is higher in the infant and toddler category, followed by food and groceries and toys and games.</p> <p>Interestingly, 60% of shoppers cite product descriptions as a top factor in the decision to purchase.</p> <p>When it comes to categories such as Electronics and Home Décor, consumers are much more considered, thinking about their purchase weeks or even months beforehand.  </p> <p><img src="https://assets.econsultancy.com/images/0007/9465/purchase_decision_cycle.PNG" alt="" width="770" height="338"></p> <h3>9 out of 10 Brits think NHS Hospitals could be improved by digitisation</h3> <p><a href="http://www.apadmi.com/enterprise-healthcare-report-press/" target="_blank">Research by Apadmi Enterprise</a> has found that 60% of UK patients are dissatisfied with the lack of digitisation within the NHS.</p> <p>Following Jeremy Hunt’s pledge to improve technology in healthcare, 9 out of 10 Brits say that the use of mobile apps would significantly improve matters.</p> <p>76% said they would like to use tech to manage hospital appointments, such as booking, cancelling or confirming an appointment. Likewise, 55% would use technology to store their prescriptions.</p> <p>Despite this desire, 55% of patients say they have never used mobile app technology to engage with the NHS.</p> <h3>Over 40% of video budgets allocated to formats beyond pre-roll</h3> <p>According to Collective’s latest report, online video advertisers are buying more strategic and varied video solutions than ever before, with an increased investment in display, YouTube and social channels.</p> <p>In 2015, 56% of respondents were buying both video and display. In 2016, this figure has jumped to 73%.</p> <p>This is in comparison to the percentage of those buying traditional TV and Video, which has fallen from 38% last year to 26% in 2016. </p> <p><img src="https://assets.econsultancy.com/images/0007/9463/video_online_buyers.PNG" alt="" width="469" height="411"></p> <h3>39% of consumers still wary about sharing economy</h3> <p>Research from Trustpilot reveals that while 47% say the sharing economy benefits consumers, 39% feel these companies aren’t as trustworthy as traditional outlets.</p> <p>The biggest area of concern is a lack of clarity over who is responsible if something goes wrong. 29% of survey respondents said they had previously avoided using a sharing economy platform due to this issue.</p> <p>The survey also looks at the various types of platforms that consumers feel the most comfortable using (see the below charts for popularity rankings).</p> <p><img src="https://assets.econsultancy.com/images/0007/9461/sharing_economy.PNG" alt="" width="780" height="256"></p> <h3>Adobe reports continued deflation in the UK following Brexit</h3> <p>Adobe’s monthly Digital Price Index (DPI) for August has revealed that prices of durable goods such as TVs and computers have declined, with online sales dropping sharply year on year.</p> <p>Despite demand being up in the months of May and June, growth slowed to 16% in July, leading to a 10% year on year decrease this August. This is in comparison to the US, which saw a 30.2% increase in the same period.</p> <p>Travel prices to the UK also saw a decline, with August hotel prices in London down 16% year on year.</p> <h3>Less than a third of organisations carry out attribution across majority of campaigns</h3> <p>Our <a href="https://econsultancy.com/reports/state-of-marketing-attribution/" target="_blank">State of Marketing Attribution report</a>, in association with AdRoll, has found that organisations are still falling behind on attribution. </p> <p>While it plays an increasingly crucial role, just 31% of organisations carry out attribution across the majority of campaigns. </p> <p>As well as marketers lacking the skills and resources to analyse results, it also appears to be due to the increasingly mobile-centric nature of consumers, with traditional tracking methods (such as cookies) not translating effectively to mobile. </p> <p>Despite this, four out of five organisations claim that the rise of big data has increased focus on attribution.</p> <p><img src="https://assets.econsultancy.com/images/0007/9467/attribution.PNG" alt="" width="640" height="491"></p> <h3>Mobile accounts for a half of all video views</h3> <p>According to new figures from Ooyala, mobile video has reached a tipping point, with just over half of all views coming from mobile.</p> <p><a href="http://www.ooyala.com/resources/online-video-index" target="_blank">The Global Video Index Q2 2016</a> revealed a 15% year on year rise in mobile video views, meaning that they now account for 50.6% of the total amount. </p> <p>This figure reflects the growing popularity of smartphones over tablets, with smartphones accounting for a 43% share of mobile video views, compared to 8% on tablets.</p> tag:econsultancy.com,2008:BlogPost/68314 2016-09-22T15:40:00+01:00 2016-09-22T15:40:00+01:00 Are organizations well-equipped for omnichannel marketing? Nikki Gilliland <p>As consumers constantly switch between channels and devices, many companies are struggling to provide the seamless experience they crave.</p> <p>That being said, progress is being made.</p> <p>Here are some key charts from the report, providing insight into how organizations are responding.</p> <h3>Mixed path to integration</h3> <p>The below chart includes a range of capabilities which contribute to an <a href="https://econsultancy.com/blog/67410-the-three-best-ways-to-win-at-omnichannel-in-2016/" target="_blank">effective omnichannel</a> marketing strategy. </p> <p><img src="https://assets.econsultancy.com/images/0007/9415/Figure_3.JPG" alt="" width="780" height="594"></p> <p>With the exception of content management and single customer view, fewer than a quarter of companies surveyed currently have these capabilities in place.</p> <p>However, the good news is that progress is being made, as the remainder of respondents are largely working towards achieving these capabilities.</p> <h3>Data remains the biggest challenge</h3> <p>One of the biggest barriers to integration is the management of data, with many companies using separate technologies to do the job.  </p> <p>In fact, there's been a distinct lack of progress on this matter over the past three years.</p> <p><img src="https://assets.econsultancy.com/images/0007/9416/Figure_5_data.JPG" alt="" width="780" height="610"></p> <p>Now 51% of respondents have separate technologies for managing data across channels, a proportion that has remained fairly static since 2013.  </p> <p>As well as non-integrated tech systems, 31% of companies also cite organizational structure as a top three obstacle to integrated marketing activities.</p> <h3>Consistency is a key driver</h3> <p>In today’s path to purchase, customers expect the same level of service and attention to detail across all touchpoints.</p> <p>Without this, they are likely to grow frustrated and go elsewhere.</p> <p>As a result, most organizations are intent on delivering this consistency, with the main driver for implementing an omnichannel strategy being the desire to keep up with consumer expectations.</p> <p><img src="https://assets.econsultancy.com/images/0007/9417/figure_9_consistency.JPG" alt="" width="780" height="591"></p> <p>It is interesting to note that just 4% of company respondents and 8% of agencies cite pressure from the board as a key driver. </p> <p>This could suggest a lack of interest from the top, which again goes back to an aforementioned barrier to integration.</p> <p>Without executive direction and support, it is challenging to create the company culture required to carry out an effective omnichannel strategy.</p> <h3>Marketers underestimating mobile</h3> <p>Despite 51% of marketers ranking mobile as a top-three priority area for their organization, many aren’t making the most of the opportunities it presents.</p> <p>Alongside a failure to map the mobile customer journey (with three in five respondents saying they lack the analysis skills to do so), it also appears best practice mobile strategies are falling by the wayside.</p> <p>The below chart indicates how companies are failing to implement essential mobile features like location-based messaging, mobile wallets and in-app advertising. </p> <p><img src="https://assets.econsultancy.com/images/0007/9446/Mobile_chart.JPG" alt="" width="780" height="539"></p> <p>All in all, the progress towards integration remains mixed, with a lack of consolidated data and analytical skills being the biggest roadblocks to overcome.</p> <p><em><strong>Econsultancy subscribers can <a href="https://www.econsultancy.com/reports/digital-intelligence-briefing-succeeding-in-the-omnichannel-age/">download the full report</a>.</strong></em></p> tag:econsultancy.com,2008:ConferenceEvent/833 2016-09-22T12:17:52+01:00 2016-09-22T12:17:52+01:00 Festival of Marketing <p>The Festival of Marketing is a unique experience where ambitious marketers can discover, learn, celebrate and shape the future together. As the largest global event dedicated to brand marketers, the Festival reflects the very nature of marketing – seamlessly blending inspiration and practical application.</p> <p>This is a place for professionals to experience everything they need to find success – the ideas, the connections and the practical skills. It is both inspiring and hands on learning. Marketing is creative, strategic and tactical and the Festival is built in this spirit.</p> <p>We do this through an expert conference programme boasting more leading marketing minds than anywhere else on the planet, along with workshops, training, awards and networking opportunities.</p> <p>Whether you’re attending the conference at the Festival, celebrating your successes at the Masters of Marketing awards or joining our partners at the Official Festival Fringe, you’re part of an experience like no other.</p> tag:econsultancy.com,2008:TrainingDate/3094 2016-09-13T06:03:11+01:00 2016-09-13T06:03:11+01:00 Masterclass in Lead Generation - Singapore <p>B2B (Business-to-business) brands are increasingly turning to digital marketing tactics to generate leads, build demand, grow opportunities, engage prospects, and retain customers. As B2B marketing is significantly different from B2C marketing, this workshop aims to specifically address the unique issues and challenges faced by B2B marketers on digital platforms and social media.</p> <p>This 2-day intensive workshop explores how digital marketing can help B2B companies to fill the sales funnel with qualified leads, engage prospects in the buying journey, nurture leads, integrate with sales efforts and measure results.</p> tag:econsultancy.com,2008:BlogPost/68270 2016-09-12T14:51:37+01:00 2016-09-12T14:51:37+01:00 How can retailers create more engaging mobile experiences in-store? Steve Borges <p>Over the last 12 months, we've been helping retailers understand how people use digital in their shopping journeys.</p> <p>We've completed user testing in our labs and in-store, online and in-store surveys, in-store observation, interviews and focus groups across six major fashion brands and we've learned a great deal.</p> <p>Indeed, some of the findings came as quite a surprise - so I thought it worth sharing them here.</p> <p>I've split our findings it into two posts to make them more easily digestible.</p> <p>This post focuses on device preferences and usage, while I'll be covering the impact of digital engagement on behaviour prior to a store visit in my next post.</p> <p>Everyone knows the context: Access to and interaction with digital devices is at an all time high and continues to grow.</p> <p>The question is how this growing digital addiction translates into behaviour when customers are browsing and buying online and in-store?</p> <p>Our research into this revealed two very interesting paradoxes.</p> <h3>Paradox 1</h3> <p>Over 90% of people say they would prefer to browse for fashion on their PC (desktop/laptop) or tablet devices than on their mobiles (anything but mobile), yet over 65% regularly use their mobiles to do so.</p> <p><img src="https://assets.econsultancy.com/images/0007/8814/Paradox_1.png" alt="" width="635" height="298"></p> <p><em>Source - Biglight research, 2016</em></p> <p>The picture is almost identical when it comes to buying, with the vast majority of people saying they would prefer to use anything but mobile to buy products online, yet frequently doing just this.</p> <p>Why? Well, just because it's so convenient. It seems that, for the majority of people, the convenience of mobile's constant availability offsets the enhanced enjoyability that PC and tablet offer.</p> <p>Interesting, but perhaps not particularly surprising, and not the whole picture. We learnt a few other things too:</p> <p><strong>1. Visit frequency is growing </strong></p> <p>People browse online often, with two-thirds doing so at least once a week, mostly on mobile.</p> <p>In any given week, people are four times more likely to visit a store online than offline.</p> <p><strong>2. PC is the cash register</strong></p> <p>Despite the extensive use of mobile, people still spend more on PC than any other device and spend more on tablet than mobile.</p> <p>This means that, whilst browsing and buying on mobile is rife, the serious business still gets done on PC.</p> <p><strong>3. There are very few online-only buyers</strong></p> <p>Almost everyone who browses for or buys items online (regardless of device) also goes into store to buy as well.</p> <p>In fact, there are very few online-only buyers.</p> <p>This has a number of significant implications for brands and retailers:</p> <h4>Mobile Enjoyment</h4> <p>Despite providing an experience that people don't particularly enjoy, mobile is rapidly becoming the dominant browsing device.</p> <p>Now it can't be the device itself that's the issue (otherwise we all wouldn't have one), so it must be the experience.</p> <p>All of which begs the question: How can retailers make browsing on mobile much more enjoyable?</p> <p>There's a huge prize for those that do.</p> <h4>Connecting devices</h4> <p>If users are browsing on mobile and doing so often, yet most spend is on PC, it stands to reason that many purchase journeys will involve multiple devices.</p> <p>So, how can brands make it easier for users to move between devices during their journey?</p> <p>Those who do so will deliver better customer value and sell more as a consequence.</p> <h4>Connecting journeys</h4> <p>The vast majority of people who browse and buy online still also buy in-store, not just by using click and collect, but by going into store, browsing and buying.</p> <p>Smart retailers are already thinking about how to provide customers with useful tools to make the transition from the online to offline worlds simple and convenient.</p> <h3>Paradox 2</h3> <p>Despite being digital junkies everywhere else, people just aren't engaging digitally with fashion retailers in-store.</p> <p>Research published in 2015 (Deloitte) showed that US customers would prefer to use their own devices to get assistance when in-store, rather than use a device provided by the retailer or ask a member of staff.</p> <p><em><img src="https://assets.econsultancy.com/images/0007/8825/Deloitte.png" alt="" width="640" height="327"><br></em></p> <p><em>Source: The New Digital Divide - Deloitte Digital, 2015 (US)</em></p> <p>Our research supported this, with 60% saying they would rather use their own device than devices provided by retailers and 60% claiming to use their mobile in-store to support a buying decision sometimes or often.</p> <p><img src="https://assets.econsultancy.com/images/0007/8815/Do_you_use_your_mobile_in-store_.png" alt="" width="398" height="310"></p> <p><em>Source - Biglight research, 2016</em></p> <p>So we didn't find it surprising during our behavioural research that <a href="https://econsultancy.com/blog/67096-in-store-tech-the-screen-in-the-corner-that-nobody-wants-to-use/">engagement with in-store devices (mostly iPad) was very low</a>, sometimes substantially below 10%.</p> <p>In fact, we found it came in a poor second to speaking to store staff.</p> <p><img src="https://assets.econsultancy.com/images/0007/8817/Where_did_you_go_for_help_.png" alt="" width="615" height="314"></p> <p><em>Source - Biglight research, 2016</em></p> <p>The big surprise, however, came when we looked at levels of mobile use in store. </p> <p>In most stores only 20-25% of customers actually used their mobiles and, whilst there were some examples of higher usage (40% in one case), this was the exception rather than the rule.</p> <p><img src="https://assets.econsultancy.com/images/0007/8816/Did_you_use_your_mobile_in-store_.png" alt="" width="430" height="318"></p> <p><em>Source - Biglight research, 2016</em></p> <p>Where customers did use their mobiles, it was mostly for normal phone-type functions, such as calls, texts, emails and checking the time.</p> <p>Few used their mobiles to support a purchase (usually well below 10%) - nowhere near the number we expected.</p> <p>For those who did use their phones to support a purchase, the most common activity was taking pictures of products and sharing them. </p> <p>More often than not they did this using WhatsApp, in preference to any digital services provided by the retailers involved.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/8819/whatsapp-blog-flyer.png" alt="" width="387" height="258"></p> <p>When asked why they didn't share the product details provided by retailers, customers said they prefered sending their own images, as they were more realistic.</p> <p>So here's the thing: People of all ages admit to being digital junkies, to the extent that some worry about the effect this has on their children, yet when they are customers in a fashion store they are digitally disengaged.</p> <p>Given that what's useful, convenient and simple gets adopted really quickly (think Uber) this has to be because what's on offer today isn't useful, convenient or simple enough.</p> <p>The opportunity is to establish what customers need (that they don't already get) then provide digital services that meet these needs - crucially, they must be simple to use on devices customers want to use.</p> <p>We've made a start on this and found that (for the moment at least) customer needs are surprisingly simple, with more information about product, stock and size availability being the overwhelming unmet need in-store today.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/8818/stock_availability-blog-flyer.png" alt="" width="395" height="263"></p> <p><em>Source - Biglight research, 2016</em></p> <p>Whether they have come into store looking for something specific or just to browse, once customers have decided to buy something, the need is the same.</p> <p>Can I buy the item here now? Is it in stock anywhere else? Can I get it tomorrow?</p> <p>Of course balancing availability with demand has been a challenge for retailers for over 100 years, but we now have the potential to help overcome it by selling stock wherever it happens to be - a chance to provide better customer service <em>and</em> increase sales.</p> <h3>The solution? </h3> <p>It seems that we need to deliver mobile experiences that adapt to the in-store context and are easier for customers to access and use.</p> <p>Deploying iPads in-store or giving them to staff allows items to be ordered for collection in-store or delivery, yet customers just aren't engaging with these kinds of solutions at the moment.</p> <p>Useful, but perhaps not yet easy or convenient enough?</p> <p>What about mobile? Well, whip your phone out of your pocket in-store today and the most prominent options on most retailers' mobile sites are to find a store or buy online.</p> <p>Not very useful when you're in the store already with the product you want right in front of you.</p> <p>However, in-store WiFi and MVT tools, such as Monetate or Optimizely, make it perfectly possible to serve a different mobile experience to customers in-store - an experience that, for example, could simplify the process of searching for out-of-stock items by product code and ordering them for collection in that store.</p> <p>Clearly all our research has been more than an exercise in academia - we're already looking at ways to create and test exactly these kinds of mobile experiences - watch this space.</p> <p>We won't be alone though. Forward-looking retailers are on to this and the significant upsides in terms of customer value and sales - so expect to see a lot of innovation in this area over the next 12 to 24 months.</p> tag:econsultancy.com,2008:Report/4230 2016-09-07T11:00:00+01:00 2016-09-07T11:00:00+01:00 Embracing Digital Transformation in the Pharma and Healthcare Sectors <p>The <strong>Embracing Digital Transformation in the Pharma and Healthcare Sectors </strong>report looks at the opportunities that digital presents in these sectors, how they are responding to the changing needs of customers, the challenges companies are facing in digitally transforming themselves and how they are approaching these challenges.</p> <h2>Methodology</h2> <p>We carried out a series of in-depth interviews with senior digital professionals from across a range of pharmaceutical, biopharmaceutical and consumer healthcare companies to understand how they were responding to different opportunities and challenges.</p> <p>Companies interviewed included Alere Inc, Fermenta Biotech Limited, GSK Consumer Healthcare, MSD AP, Lenovo Health, Ogilvy Commonhealth Worldwide (OCHWW), Roche Products Limited and Takeda Pharmaceuticals.</p> <p>We also looked at sector-specific data from our <a title="Quarterly Digital Intelligence Briefing: 2016 Digital Trends" href="https://www.econsultancy.com/reports/quarterly-digital-intelligence-briefing-2016-digital-trends">2016 Digital Trends report</a> published earlier this year.</p> <h2>You'll discover findings around:</h2> <ul> <li>Why companies need to have digital transformation on their agenda.</li> <li>How companies are responding to the changing needs of customers and putting them at the centre of everything.</li> <li>Ways in which companies are looking at digital and how it can support interactions with their customers.</li> <li>How companies are focusing on optimising content as a top digital opportunity and challenging the way they deliver content.</li> <li>The need for change management to deliver digital transformation and how companies are driving this cultural shift.</li> <li>How companies are demonstrating the value of digital and developing digital skills across their organisations.</li> <li>The new opportunities and challenges from innovation and technology.</li> <li>Overcoming the obstacles ahead as digital becomes more of a focus for companies.</li> </ul> <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> <h2>How we can help you</h2> <h2 style="font-weight: normal; color: #3c3c3c;"><a style="color: #2976b2; text-decoration: none;" href="https://econsultancy.com/training/digital-transformation" target="_self"><img style="font-style: italic; height: auto; float: right;" src="https://assets.econsultancy.com/images/resized/0004/8296/rgb_dt_logo-blog-third.png" alt="Digital Transformation" width="200" height="66"></a></h2> <p style="font-weight: normal; color: #3c3c3c;"><a title="Digital transformation - Econsultancy" href="https://econsultancy.com/training/digital-transformation/">Digital transformation</a> is a journey that's different for every organisation. To enable delivery of your digital vision (or help you shape that vision) we’ve designed a comprehensive approach to tackle your transformation.</p> <p>Covering everything from strategic operational issues, down to specific marketing functions, we will work with you to achieve digital excellence.</p> <p>Talk to us about an initial, no-cost consultation.</p> <p>Contact our Digital Transformation Team on <a href="mailto:transformation@econsultancy.com">transformation@econsultancy.com</a> or call</p> <ul> <li> <p>EMEA: +44 (0)20 7269 1450</p> </li> <li> <p>APAC: +65 6809 2088</p> </li> <li> <p>Americas: +1 212 971-0630</p> </li> </ul> <p style="color: #6b6b6b;"> <iframe src="https://www.youtube.com/embed/2q_lWLm5qtg?wmode=transparent" width="560" height="315"></iframe></p> tag:econsultancy.com,2008:TrainingDate/3082 2016-09-05T05:02:16+01:00 2016-09-05T05:02:16+01:00 Advanced Mastering Analytics – Singapore <p>A one-day workshop covering the principles of data analytics, focusing on digital marketing, and a practical approach to delivering meaningful data analytics to your organization.</p> tag:econsultancy.com,2008:BlogPost/68255 2016-09-02T11:32:00+01:00 2016-09-02T11:32:00+01:00 10 astounding digital marketing stats from this week Nikki Gilliland <p>Now, let’s get to it.</p> <h3>Searches for iPhone 7 are lower than iPhone 6 ahead of release </h3> <p>Ahead of the pre-sale for the new iPhone 7, Connexity's Hitwise has revealed what Brits are hoping to see from the new model.</p> <p>As consumers debate whether to update current smartphones, the most-searched for queries relate to new features and specs. </p> <p>Comparisons between iPhone 7 and Samsung Galaxy account for a 0.10% share of searches, while 'camera' accounts for 0.30%.</p> <p>Despite searches for the iPhone 7 increasing since May, it is at a lower rate overall compared to the launch of the iPhone 6.</p> <p>This is thought to be due to Apple’s plans to postpone all major updates ahead of the brand's 10th anniversary.</p> <p><img src="https://assets.econsultancy.com/images/0007/8698/iPhone.png" alt="" width="533" height="281"></p> <h3>Transport brands offer worst customer experience in the UK </h3> <p>A new survey by Engine found that transport companies offer the poorest customer service in the UK, with 38% of consumers citing train operators as the worst culprits.</p> <p>In contrast, 45% of respondents cited food services and restaurants as offering the best customer experience. </p> <p>With 66% of people likely to recommend a company based on a good customer experience, it appears CX is being prioritised over factors like price and convenience.</p> <h3>Digital economy behind rapid growth for Wales</h3> <p>Analysis by law firm Nockolds has revealed that Wales has the fastest-growing digital economy outside of London.</p> <p>While the overall number of digital companies remains low, rising from 3,000 to 3,275, it has seen a rapid growth of 9%. </p> <p>In the same amount of time, London saw a rise of 11%.</p> <p>Now with 600 firms in the IT sector, around 3.5% of the Welsh workforce is estimated to work in technology.</p> <p><img src="https://assets.econsultancy.com/images/0007/8700/Wales.JPG" alt="" width="607" height="345"></p> <h3>63% of drone use comes from the media industry</h3> <p>According to a new study by DronesDirect.co.uk, the use of drone technology for day-to-day business is on the rise.</p> <p>Out of an estimated half a million Brits using drones for commercial purposes, the media industry is responsible for 63%. This is typically for the purpose of taking aerial photography and videography. </p> <p>Other industries currently using drones includes facilities and management firms and surveillance companies, however, ahead of the launch of Amazon’s Prime Air parcel delivery service, delivery is predicted to be a large area of growth.</p> <h3>Asia is 80% more likely to be targeted by hackers</h3> <p>An investigation by US company Mandiant has found that Asian organisations have the worst cybersecurity in the world.</p> <p>In analysis of 22,000 machines, the average amount of time between a cyber breach and its discovery was 520 days – three times the global average.</p> <p>In each attack, an average of 3.7GB of data was stolen.</p> <p>With the bulk predicted to be due to rising geopolitical tensions in Asia, meanwhile, there has been a decline in the number of similar attacks to the US and Europe.</p> <p><img src="https://assets.econsultancy.com/images/0007/8699/Mandiant.JPG" alt="" width="466" height="473"></p> <h3>Medium-sized companies cite the IT skills gap as one of the biggest risks for the future</h3> <p>In the wake of Brexit, fears are growing over the declining number of IT graduates entering the UK workforce. </p> <p>According to ICTrated, despite major advances in fields like artificial intelligence, a quarter of the population don’t have the digital skills companies need. </p> <p>In fact, medium-sized businesses have identified the IT skills gap as one of the top three biggest risks for the next sdecade.</p> <p>Combined with the growing trend for flexible and freelance working, businesses fear a lack of staff stability.</p> <h3>Rio beats London to win online viewing record</h3> <p>Data from PEPPTV has shown that the Rio Olympics broke records for the amount of viewers watching online.</p> <p>With BBC Sport seeing a total of 102m unique global users, it was the biggest ever success for the service, meaning that overall, Rio beat London for online views.</p> <p>Viewing figures for the opening ceremony also show that live TV remains a huge asset for broadcasters.</p> <p>The games kicked off with a 74-75% audience share in Australia and Finland, as well as more than 50% in the UK and Netherlands. </p> <p><img src="https://assets.econsultancy.com/images/0007/8702/bbc_sport.JPG" alt="" width="700" height="376"></p> <h3>Europeans over 50 are less open to emotional advertising </h3> <p>According to a survey by Commerz Finanz, only 43% of European consumers over the age of 50 respond to emotional advertising.</p> <p>This is in comparison to 56% of younger consumers.</p> <p>The survey, taken across 13 European countries, also found that the older demographic are less inclined to make spontaneous purchases - instead preferring to carry out extensive digital research beforehand.</p> <p>With the over 65s predicted to account for 30% of the population by 2050, markets are increasingly changing in favour of older consumers.</p> <h3>Social media is contributing to an unhappy generation </h3> <p>A <a href="http://www.childrenssociety.org.uk/what-we-do/research/the-good-childhood-report" target="_blank">new report</a> from the Children’s Society has suggested that social media is creating a new generation of ‘serious’ young people.</p> <p>In a study on the happiness levels of teenagers across the UK, the charity found that 14% of 10-15 year old girls are unhappy in general, with 34% unhappy about their appearance in particular.</p> <p>With some girls spending up to three hours every night on social media, online pressures are said to be a huge factor.</p> <p>This is reflected by the fact that the mental well-being of girls has worsened since 2005.</p> <p><img src="https://assets.econsultancy.com/images/0007/8701/social_kids.jpg" alt="" width="650" height="433"></p> <h3>Page load times increase 7%, while consumers become even more impatient</h3> <p>According to research by Dynatrace, just half a second difference in page load times can result in a 10% difference in sales for ecommerce companies.</p> <p>Despite this, page-load times have been getting slower, going up by 7% over the last year.</p> <p>This is in contrast to the declining patience of consumers, who are reportedly unwilling to wait more than three seconds before jumping ship.</p> <p>Chat functionality and connections to Google, Facebook and Twitter are said to be behind slow load times, particularly in countries like Australia where data has to travel large distances.</p>