tag:econsultancy.com,2008:/topics/digital-strategy Latest Digital Strategy content from Econsultancy 2016-07-28T03:00:00+01:00 tag:econsultancy.com,2008:BlogPost/68112 2016-07-28T03:00:00+01:00 2016-07-28T03:00:00+01:00 Five things you should know about digital Japan Jeff Rajeck <p>..outrageous fashion...</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/7404/fashion-blog-flyer.jpg" alt="" width="470" height="472"></p> <p>(image via <a href="https://www.flickr.com/photos/istolethetv/4735451442/">istolethetv</a>)</p> <p>...a challenging sense of design...</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/7405/anime-blog-flyer.jpg" alt="" width="470" height="353"></p> <p> ...and famously strange TV shows.</p> <p> <img src="https://assets.econsultancy.com/images/resized/0007/7406/bear-blog-flyer.jpg" alt="" width="470" height="307"></p> <p>So what about digital?  In a world where cultures becoming increasingly alike due to digital media, does Japan stand out in any way?</p> <p>Econsultancy's latest publication, <a href="https://econsultancy.com/reports/the-japan-digital-report/">The Japan Digital Report</a>, aims to find out. In the report, we look at Japan's demographics, digital readiness, social media, search engines, and ecommerce sites to get a detailed picture of just where Japan is at, digitally.</p> <p>We found that there are many fascinating aspects of Japan's digital culture.  Here are five things that you should know about first.</p> <h3>1) Japan has its own social network</h3> <p>Any meaningful discussion of digital in Japan has to start with its homegrown social network, LINE.</p> <p>LINE rose to prominence during Japan's 2011 tsunami crisis as many used the network to communicate with loved ones when normal phone communication failed.</p> <p>Since then, however, <strong>LINE has become ubiquitous in Japan</strong> providing its users with chat, voice and video chat, a personal timeline, games, branded<a href="https://assets.econsultancy.com/images/0007/7407/pic-2016-07-25-12-01-24.jpg"> channels, and many more features.</a></p> <p><img src="https://assets.econsultancy.com/images/0007/7407/pic-2016-07-25-12-01-24.jpg" alt="" width="716" height="409"></p> <p>The network still enjoys significant growth quarter-on-quarter and it is commonly said that <strong>anyone in Japan who is 'on social media' is on LINE.</strong></p> <p><img src="https://assets.econsultancy.com/images/resized/0007/7409/pic-2016-07-25-12-05-44-blog-flyer.png" alt="" width="470" height="270"></p> <p>One testament to LINE's popularity is that the company IPO'd in the US and Japan in July 2016 and shares shot up 50% on the first day.</p> <h3>2) Facebook is popular, too, and used for business</h3> <p>Facebook was launched in Japan in 2008, but as of 2011 its reach, 2 million, was still relatively low.</p> <p>The social network also came into its own during the 2011 tsunami. Because Facebook, unlike other social networks, requires real names, <strong>Japanese Facebook users could see that distant friends or colleagues were OK after the disaster without having to ask them directly</strong>.</p> <p>Its popularity soared following the disaster and it has seen consistent growth ever since.</p> <p><img src="https://assets.econsultancy.com/images/0007/7410/facebook.png" alt="" width="640" height="400"></p> <p>Now, <strong>Facebook is used in Japan for business networking as well as social networking.</strong></p> <p>Speculation is that Facebook has taken LinkedIn's place in this regards because it is unusual for the Japanese to post career accomplishments and ambitions as members are encouraged to do on LinkedIn. So, because Facebook has real names, the platform serves as a less obvious way of making and maintaining professional contacts.</p> <h3>3) Yahoo! Japan is still very much alive</h3> <p>As most are aware by now, Yahoo has been sold to Verizon in the US.  The site however, is not wholly owned by Yahoo and <strong>so Yahoo Japan will not be transfered to Verizon after the sale of Yahoo in the US.</strong></p> <p><img src="https://assets.econsultancy.com/images/0007/7411/yahoo.png" alt="" width="800" height="156"></p> <p>Yahoo Japan has built up a strong independent brand and <strong>competes head-on with Google for monthly active users (MAUs)...</strong></p> <p><img src="https://assets.econsultancy.com/images/0007/7412/pic-2016-07-25-12-18-09.png" alt="" width="471" height="280"></p> <p>...and has more ecommerce traffic than any other site in the country.</p> <p><img src="https://assets.econsultancy.com/images/0007/7413/pic-2016-07-25-12-20-37.png" alt="" width="507" height="365"></p> <p>Yahoo Japan also currently enjoys double-digit year-on-year growth in overall monthly active users.</p> <h3>4) Bots are already up and running in Japan</h3> <p>2016 has been a banner year for applications which provide a chat interface to an ecommerce or information service - <a href="https://econsultancy.com/blog/67894-what-are-chatbots-and-why-should-marketers-care/">commonly known as bots.</a>  Most compaines, however, have yet to do anything at all on the various bot platforms and so bots may well end up to be the biggest vapourware story of the year.</p> <p>In Japan, however, <strong>LINE already has a bot plugin for brands</strong>, a test network for developers, and a number of live bots already in use. </p> <p><img src="https://assets.econsultancy.com/images/0007/7414/dominos.png" alt="" width="800" height="262"></p> <p>Domino's Pizza Bot is one example which has taken a reported 100 million yen (around $1 million) in orders already. Those interested in building a LINE bot for Japanese consumers can get started by applying for access (in English) at the <a href="https://partner.line.me/en">LINE partner site</a>.</p> <h3>5) Virtual stickers are what's hot there, though</h3> <p>If you asked a typical LINE user about what was hot on LINE, though, most would say one word - stickers. Virtual stickers are similar to emojis in that they are used to share emotions in an unusual or fun way.</p> <p><img src="https://assets.econsultancy.com/images/0007/7415/stickerw1.png" alt="" width="800" height="200"></p> <p>LINE, however, has capitalized on their popularity on the network and allowed brands to design their own custom stickers (for a considerable fee, of course!)</p> <p><img src="https://assets.econsultancy.com/images/0007/7416/dove2.png" alt="" width="536" height="371"></p> <p>The benefit for brands, though, is that <strong>LINE stickers can both deliver the brand message and help their fans extend the brand message to their friends.</strong></p> <p>LINE stickers also have the added benefits of being short-lived and difficult-to-get outside of a campaign's home country.  This scarcity makes the stickers distribution even more likely by LINE members seeking cultural cachet.</p> <h3>So...</h3> <p>So, why do some Japanese dress outrageously and why do they have some of the world's most 'interesting' TV shows?  We are not entirely sure.</p> <p>We do know, however, that <strong>Japan has a diverse media landscape and many opportunities for brands to reach their audience in the country digitally</strong>. The Japan Report will provide you will the base facts, statistics, and insights you need to start figuring out this fascinating country. </p> <p>If you'd like to know more about Japan, then Econsultancy subscribers can <a href="https://econsultancy.com/reports/the-japan-digital-report/">download the report here</a>.</p> <p>And if you're not a subscriber, then you can <a href="https://econsultancy.com/subscription-plans/">find out more about subscriptions here</a>.</p> tag:econsultancy.com,2008:BlogPost/68102 2016-07-27T14:02:00+01:00 2016-07-27T14:02:00+01:00 Why there should be more plaudits for digital audits Chris Bishop <p>Those at the top of organisations don’t feel they have the strategic sweep to justify the time and effort required to commission them.</p> <p>Audits are viewed at times as a little “too tactical” or only done once every blue moon by agencies aiming to impress for your business, only to then collect dust on top of Econsultancy buyers guides print outs or even your old New Media Age magazines (<strong>Ed</strong>: We let this lie, but only to show we have a sense of humour).</p> <p>For the in-house Head of Ecommerce, requesting a digital audit might sound dangerously like a turkey voting for Christmas. </p> <h3>Are we selling audits wrongly?</h3> <p>Or is it the slightly cheesy marketing of website or marketing auditors themselves that is putting people off?</p> <p>All that tired ‘digital health check’ stuff might be the kind of foot in the door tactic that make brands feel suspicious of then giving access to their precious AdWords account, <a href="https://econsultancy.com/blog/67171-what-is-affiliate-marketing-why-do-you-need-it/">affiliate network</a> or analytics suite.</p> <p><img src="https://assets.econsultancy.com/images/0007/7503/healthcheck.jpeg" alt="health check" width="275" height="183"></p> <h3>How important are digital audits anyway?</h3> <p>In reality, though, digital audits are absolutely vital. And third party objective auditing ensures that you’re not marking your own home work or ignoring long term problems.</p> <p>Proper auditing, UX testing and <a href="https://econsultancy.com/blog/67473-seven-conversion-rate-optimization-trends-to-take-advantage-of-in-2016/">CRO analysis</a> means you can elongate the lifetime and effectiveness of your website and digital media activity, in a way that can be done on any budget.</p> <p>Your digital real estate is often an expensive investment - you’ve got to maintain it properly to get results.</p> <h3>Regular servicing is vital</h3> <p>Think of that shiny new website you’ve just spent months developing as a new car you’ve just acquired.</p> <p>To start off with, it’s the envy of everyone who sees it. After-sales support is pretty good and you can see years of trouble free motoring ahead of you. Before you know it, though, your warranty is up and you’re on your own.</p> <p>As the car ages, small problems become big problems. It performs less effectively. You’re paying for petrol, but it’s becoming less and less economical to run. There are so many things going wrong with it you don’t know where to start. Eventually the car's value is so diminished you might as well scrap it and buy a new one.</p> <p>It’s the same with websites and digital marketing campaigns. They can’t be left to look after themselves – and even the mechanic themselves might need some fine tuning or training themselves.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/7504/service-blog-flyer.jpg" alt="car service" width="380"></p> <h3>What a digital audit can do for you </h3> <p>Audits can show you how to balance your budget more effectively through action and prioritisation. They can identify common issues like plateaus in activity and drop offs in acquisition; all the elements that reduce profitability. </p> <h3>The Lessons of the Audit</h3> <p>Constantly learn, constantly improve, constantly trade! A timely and constructive audit will help you:</p> <ul> <li>Keep up to date with the latest channel trends - Google changes, new publishers in affiliate, new platform or techniques for social. </li> <li>Use competitor analysis to keep your enemies close! It’s crucial to analyse and understand market share/spend and its consequences for your brand. </li> <li>Help you (re)define your goals.</li> <li>Confirm your objectives or KPIs so you can measure success.</li> <li>Understand new opportunities.</li> <li>Benchmark improvements or conversely measure areas of decline.</li> <li>Ensure corporate compliance – its best practice to have someone external “rubber stamp” your activity.</li> <li>Encourage serendipity – the uncovering of that nugget of information that transforms your understanding and makes the commercial difference.</li> </ul> <h3>Should you take the plunge?</h3> <p>Regular and skilled digital auditing is a detailed and never ending task.  It can transform the effectiveness of your digital advertising, website and budget.  </p> <p>Is it sexy? It’s showing your website a lot of love and attention. It’s optimizing and maximizing your marketing profitability and performance. Sounds pretty sexy to me.</p> <p><em>More on auditing:</em></p> <ul> <li><a href="https://econsultancy.com/blog/68031-answering-the-key-question-of-content-auditing-where-do-i-start/">Answering the key question of content auditing - where do I start?</a></li> </ul> tag:econsultancy.com,2008:BlogPost/68088 2016-07-26T14:26:00+01:00 2016-07-26T14:26:00+01:00 How can digital brands adapt content strategy for high growth markets? Marco Veremis <p>With three billion content-hungry consumers, high growth markets offer exactly this. In fact, according to Upstream’s <a href="http://www.developingtelecoms.com/tech/apps-content-ott/6483-amazon-eyes-up-emerging-markets-for-next-growth-opportunity.html">2016 Developing Markets Mobile Commerce report</a>, there is an estimated $70bn revenue opportunity on offer.</p> <p>Not only is there a desire for digital services and a willingness to pay, but with the purchasing power of consumers also increasing, emerging markets are a truly viable option for brands.</p> <p><a href="http://www.wsj.com/articles/netflix-expands-to-190-countries-1452106429">The expansion of Netflix</a> to a further 130 countries earlier this year suggests these markets are beginning to be identified for their revenue potential, but digital content brands still have a long way to go before they are truly maximising the opportunity available.</p> <p>Whilst Netflix recorded <a href="http://www.theverge.com/2016/4/18/11454362/netflix-q1-2016-earnings-81-million-subscribers">double the number of subscribers in Q1</a> this year compared to 12 months earlier, it has also projected a slowdown in new subscribers for Q2, suggesting more needs to be done to engage consumers.</p> <p>Understanding the <a href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-the-quest-for-mobile-excellence/">mobile-first markets</a> and the habits and preferences of those within them is critical. For the likes of Netflix, it’s clear that taking a one-size-fits-all approach based on the practices followed in Western markets is not going to deliver long-term success.</p> <p>Whilst there is an appetite for digital content services, this is simply not enough to drive revenue growth. Recognising the environmental and cultural limitations and adapting accordingly is going to be key for any brand looking to extend its reach.</p> <p>So, how can brands such as Amazon Prime and Netflix ensure they approach high growth markets fully prepared, to maximise the viable revenue opportunities on offer?</p> <p><img src="https://assets.econsultancy.com/images/0005/9222/Screen_Shot_2015-02-06_at_11.13.14.png" alt="netflix" width="615"></p> <h3>Make digital services affordable</h3> <p>The economic intricacies of each emerging market means digital providers will need to adopt <a href="https://econsultancy.com/blog/67699-how-online-retailers-can-improve-price-optimization-strategies/">pricing strategies</a> that take into consideration the huge gaps in GDP, compared to developed markets in the West.</p> <p>The total cost of services needs to be affordable, taking into account both the initial cost of purchasing the service and the ensuing on-going cost of using it.</p> <p>In terms of the initial cost for purchasing its service, for example, while Netflix introduced pricing in Brazil that is 39% lower than that in the US, it is worth bearing in mind that the income differential in other emerging markets can be as much as 94% lower compared to the US.</p> <p>It is therefore necessary for brands to set pricing in line with purchasing power, adjusted to the local currency.</p> <p>In addition to the initial cost of purchasing a digital service, streaming and mobile data charges are also costs consumers need to bear. For the average consumer in an emerging market, streaming costs use five times more of their monthly income, compared with the corresponding percentage of the average US consumer’s monthly income.</p> <p>Therefore it should come as no surprise that the majority (87%) of consumers accessing digital services on mobile devices in high growth markets, demand lower data charges.</p> <p><a href="https://media.netflix.com/en/company-blog/netflix-introduces-new-cellular-data-controls-globally">Netflix just released a new tool</a> to help people avoid costly bills for high data use when viewing streamed television shows on mobile devices, which indicates that it is taking steps to overcome this.</p> <p>Another approach brands can take is to create an affiliation with local mobile operators to offer bundles that reduce charges for consumers. Brands may also need to reconsider monthly subscription offers in emerging markets as pay cycles can be much shorter, often weekly.</p> <p>Understanding the specifics of the market will enable brands to develop a proposition that suits the behaviour of the consumers they are trying to engage.</p> <p><img src="https://assets.econsultancy.com/images/0007/7461/cellular_data_usage_netflix.png" alt="netflix data usage feature" width="450"></p> <p><em>Netflix's new cellular data usage tool</em></p> <h3>Keep content ‘Lite’ to make it accessible</h3> <p>Digital brands that make their content as accessible as possible on mobile devices can perform better in developing markets.</p> <p>In high growth markets, 61% of consumers report internet connectivity as still being slow and unreliable, with intermittent Wi-Fi, which means accessing digital content is reliant on mobile data. One option for brands to consider is to provide ‘lite’ versions of services, which use less data.</p> <p>Additionally, it’s important to remember that digital commerce isn’t solely focused on apps. Research shows that consumers are accessing content via mobile web browsers more than apps (43% vs 40%).</p> <p>SMS and MMS messages <a href="https://econsultancy.com/blog/67108-is-sms-the-most-underrated-and-overlooked-dark-social-channel/">also still play a role</a> for some services, so shouldn’t be discounted.</p> <p>With this is mind, brands should not be too reliant or restricted to apps but instead deliver content through multiple delivery channels where possible to ensure they reach 100% of the population.</p> <h3>Deliver localised content</h3> <p>Before launching digital offerings in emerging markets, brands must first do their due diligence to understand what type of services are missing and develop content that truly meets consumers wants and needs.</p> <p>Providing content and services that are compelling, have a local feel and are available in native languages will be important for brands.</p> <p>Whilst there is a demand for international content in emerging markets, 76% of consumers have a strong preference for content and services to have a sufficient local feel, in terms of language and cultural nuances.</p> <p>Netflix recently announced a move towards <a href="http://www.businessfinancenews.com/25950-netflix-inc-to-cater-to-indian-market-with-original-bollywood-content/">producing exclusive Bollywood content</a> for the Indian market and also added <a href="http://www.telegraph.co.uk/technology/2016/03/26/inside-netflix-how-reed-hastings-is-building-the-first-global-tv/">Arabic, Korean and Chinese</a> to the 17 other languages it already supports.</p> <p>This willingness to adapt to the local market and deliver content that appeals to the consumers is something digital brands such as Amazon Prime will have to prioritise if they hope to truly take advantage of the $70 billion digital opportunity on offer.</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/68040 2016-07-19T13:40:00+01:00 2016-07-19T13:40:00+01:00 Five digital strategy tips for mono-brands that wholesale and sell direct to consumer Ben Potter <p>For many businesses, the wholesale route allows the brand to build awareness via retail partners, such as department stores, but at the expense of margin and the ability to form a direct relationship with the end customer.</p> <p>At some stage, the brand will decide the time is nigh to create a direct proposition. However, this presents a number of challenges in the digital marketing space that are often not understood or properly considered from the outset.</p> <p>Having worked with a number of mono-brands over the years, here are a few things we’ve observed and helped them overcome:</p> <h3>1. You must give people a compelling reason to buy direct</h3> <p>By the time a typical mono-brand goes direct, they are likely to have a number of well-known, trusted stockists selling their wares online (normally with much deeper pockets).</p> <p>This means that the mono-brand is, in effect, competing against themselves online, via those stockists. The customer is therefore presented with choice as to where they buy that brand.</p> <p>Last year, we <a href="http://www.leapfrogg.co.uk/froggblog/2015/07/insight-edit-consumers-favour-multi-brand-retailers-over-single-brands/" target="_blank">questioned our consumer panel</a> on this very topic - <strong>89% of respondents stated they favoured buying from multi-brand retailers over single-brand sites.</strong></p> <p>When pressed a little further, of those that preferred buying from single brand sites, 71% stated it was because the brand makes them feel more valued as a customer.</p> <p>Added value is therefore the key to driving conversion on the brand site - the promise that if a customer buys direct, they are buying into more than just the product itself.</p> <p>This is where the brand has an advantage. Getting to <a href="https://econsultancy.com/blog/67526-how-retail-marketers-can-ensure-they-deliver-the-right-customer-experience/" target="_blank">know the customer intimately</a>, what it is they value and then delivering on this is something that a multi-brand retailer, such as John Lewis, <strong>cannot replicate, at scale, for each and every brand they stock. </strong>Some get the specialist treatment but even then the breadth of content is fairly limited.</p> <p>For example, despite Levi’s being a ‘featured brand’ on the John Lewis website, content is limited to a brief overview of the brand, a few images and a men’s fit guide (strangely, in the women’s section with a link that didn’t work at the time of writing).</p> <p><img style="vertical-align: middle;" src="https://assets.econsultancy.com/images/0007/7209/Capture.jpg" alt="John Lewis Levi's category page" width="526" height="489"></p> <p><br> Ultimately, as THE brand, you need to be able to answer (and act upon) one, fundamental question;</p> <p><strong><em>‘Why would someone buy from our site as opposed to an established multi-brand retailer?’</em> </strong></p> <p>If you can’t, then you need to go back to the drawing board.</p> <h3>2. Make it your mission to ‘own’ organic search results for brand terms</h3> <p>The remit of an ecommerce manager is to grow the direct channel, which of course yields a number of benefits compared to the wholesale model (control, acquiring data, building a relationship with the end customer and so on).</p> <p>Search will be a key part of the strategy. <strong>Occupying as much of the search ‘real estate’ for brand terms, as possible, should be the aim.</strong></p> <p>To what extent you can do so will ultimately depend on how many retailers stock your products and how sophisticated their natural search strategies are. The more stockists you have, the more competitive the search results are likely to be for brand terms.</p> <p>Utilising site links, <a href="https://econsultancy.com/blog/64778-what-is-schema-markup-and-why-should-you-be-using-it/">schema mark-up</a>, My Business pages, reviews, social media profiles and optimising rich-media assets, such as images and video, are just some of the means by which you can occupy a greater share of the search results for brand terms, at the expense of stockists, as highlighted by Sony below:</p> <p><img style="vertical-align: middle;" src="https://assets.econsultancy.com/images/0007/7211/Capture3.png" alt="Sony Google search result" width="532" height="597"></p> <p><br> Please note, there is often a balancing act between aggressively growing the direct channel and keeping stockists on side. Stealing share from stockists is inevitable so needs to be carefully managed.</p> <h3>3. You will almost certainly have to pay for brand PPC traffic</h3> <p>Assuming stockists are present in paid search and bidding on your brand name, you will have to do likewise. There are a million and one articles debating the pros and cons of bidding on your own brand terms so I won’t repeat those arguments.</p> <p>Instead, a slightly different take on the issue, born out of a recent client conversation. Despite the presence of some fairly small but aggressive stockists, the client in question was determined not to bid on their brand terms, due to two questionable assumptions.</p> <p>Firstly, they felt that searchers would, by default, seek out their organic listing. Some no doubt will.</p> <p>However, we demonstrated that other searchers were distracted by a compelling ad from one of their stockists and therefore didn’t even think about scrolling down to find the brands organic listing. Opportunity lost.</p> <p>Secondly, they assumed that if somebody searched for their brand, then that searcher would go onto purchase one of their products (whether direct or via a stockist). However, with some qualitative insight, this was proven not always to be the case.</p> <p>The presence of a multi-brand retailer meant that some were distracted by the greater choice on offer, going onto buy a different brand altogether. Again, opportunity lost.</p> <p><strong>By being present in the paid listings, ideally by being as aggressive as you can to own the number one position, you give yourself the greatest chance of getting the click.</strong></p> <p>This is especially important on mobile where it is common for only ads to appear ‘above the fold’.</p> <p><img style="vertical-align: middle;" src="https://assets.econsultancy.com/images/0007/7210/capture2.png" alt="Search results on mobile" width="330" height="583"><br> </p> <p>Therefore, paid search is increasingly the only way in which you can guarantee a presence on the devices searchers are most likely to be using and where they are most likely to click. Don’t leave money on the table.</p> <h3>4. Getting the price right is more important than ever</h3> <p>We worked with a brand where you could consistently purchase many of their products from a well-known high street retailer for 30% less than the price on the brand site. But we were tasked with significantly growing direct revenue. Errr…</p> <p>Consumers are savvier than ever. <strong>With the prominence of Google Shopping listings, price information is thrust upon eager searchers without them even having to click.</strong></p> <p><img style="vertical-align: middle;" src="https://assets.econsultancy.com/images/0007/7212/Capture4.png" alt="Nike Internationalist shopping results" width="481" height="231"><br> <br>Whilst some consumers will of course buy from the brand site and be loyal in doing so again in the future, others won’t give two hoots where they purchase. In fact, if I can buy your product at the same time as all the other stuff on my John Lewis ‘wish list’, all the better.</p> <p>Whilst you cannot dictate the prices your stockists choose to sell at, you need to be aware of their pricing strategy and be agile enough to react should you choose to, particularly during sale periods.</p> <p>It was put to me by a brand in the past that “our stockists can have those ‘sale only’ customers”. Fair enough but I’d always prefer to acquire any customer direct, sale only or not, and nurture the relationship.</p> <p>This brings to light an interesting point regarding loyalty. It should not be measured only in monetary terms. We have discovered that some of our clients’ most loyal customers are not necessarily those that spend the most money.</p> <p>Perhaps these customers can only afford to shop with the brand once or twice a year. However, they are the ones that shout the most about their purchase, something that is often not measured or harnessed.</p> <p>You therefore need to look beyond financial data and models, such as <a href="https://econsultancy.com/blog/64481-finding-your-best-customers-with-the-rfm-matrix/" target="_blank">RFM</a> when it comes to understanding loyalty.</p> <h3>5. Make sure your direct and wholesale teams are talking to one another</h3> <p>I spoke to a premium menswear brand last year looking to grow their direct channel. ‘Super!’ I thought, we can help. However, as we dug a little deeper, we soon realised it was going to be a huge challenge.</p> <p>We discovered that the wholesale team had some pretty aggressive targets of their own, meaning they were selling into an ever-increasing number of retailers. Worse still, many of these retailers were at the lower end of the market, damaging brand perception.</p> <p>The direct team also had some rather juicy numbers to hit for the next financial year. But nobody internally had joined the dots, namely that the direct team would find themselves gradually hamstrung by increased competition in search as stockists optimised their sites and bid on brand terms.</p> <p>This highlights how <strong>the wholesale and direct strategy have to be working in unison.</strong></p> <p>Growing both channels simultaneously is possible but requires careful planning, great communication and an understanding of how the two will play out online, especially in search. </p><p><strong>Have you worked with or for a mono-brand? What challenges did you experience? Please feel free to share below.</strong></p> tag:econsultancy.com,2008:BlogPost/68075 2016-07-14T15:17:07+01:00 2016-07-14T15:17:07+01:00 Who will win the live-streaming battle: Facebook Live or Periscope? Blake Cahill <p>With an injection of social along with the time-sensitive nature of breaking broadcast, live-streaming is simply an age-old device repurposed for the present times. </p> <h3><strong>What does it mean for all of us?</strong></h3> <p>As traditional social channels are coming close to saturation, tech companies need to build new channels to invigorate their consumers.</p> <p>For brand marketers, this offers a tremendous opportunity to access tech-native early-adopter millennials and post-millennials – the customers of today and tomorrow.</p> <p>Most of whom have foregone broadcast, print, and 1.0 social networks for next-gen platforms.</p> <p>When it comes to advertising value, according to <a href="http://totalaccess.emarketer.com/Article.aspx?R=1014105&amp;dsNav=Ro:-1,N:789,Nr:NOT(Type%3aComparative+Estimate)">eMarketer</a>, digital video advertising spending grew 46% to $7.7bn in the US last year alone.</p> <p>Meaning marketers are increasingly betting on the success of these live platforms. </p> <h3><strong>#SendMeToSleep – the world’s most sleep-inducing social campaign</strong></h3> <p>A good example is the <a href="http://www.philips.co.uk/healthcare/resources/landing/world-sleep-day">#SendMeToSleep</a> social media campaign we rolled out in time for the World Sleep Day.</p> <p>As part of this campaign – during which we actively tried to create content so boring it was capable of sending our audiences straight to sleep – Philips broadcasted what Twitter tells us is the world’s longest Periscope stream.</p> <p><iframe src="https://www.youtube.com/embed/ZzOFWhtxEUw?wmode=transparent" width="560" height="315"></iframe></p> <p>For 41 hours straight, we showed splashes of paint being added to a canvas.</p> <p>And because the whole campaign was engaging and worked as a holistic experience, more than 6,000 people tuned in to watch paint dry.</p> <p>Besides being strangely soothing and entertaining, the campaign has achieved significant commercial success which should be the cornerstone of any good marketing strategy.</p> <h3><strong>Periscope &amp; Facebook Live: A modern day David &amp; Goliath?</strong></h3> <p>At first glance, it might look like Facebook is the obvious winner – it has the size, money, user base and brand trust as a popular advertising platform.</p> <p>Despite all this, however, I wouldn’t count out Twitter just yet.</p> <h4>Four reasons for choosing Facebook Live:</h4> <ol> <li> <strong>Audience:</strong> Facebook has a user base of 1.2bn people.</li> <li> <strong>Brand presence:</strong> Live broadcast can bring life back to Facebook brand pages that have been lagging behind Instagram and Twitter in terms of engagement.</li> <li> <strong>Spending power:</strong> Facebook has been on a spending spree signing over 140 contracts worth more than $50m with the likes of CNN, the New York Times and BuzzFeed.</li> <li> <strong>Pioneers:</strong> Airbnb and Disney teamed up for the Jungle Book premiere, Chevrolet used it to launch its new electric car, and Patron taught viewers how to master the perfect drink. </li> </ol> <h4>Four reasons for choosing Periscope:</h4> <ol> <li> <strong>The “cool” factor:</strong> Twitter’s <a href="http://www.bloomberg.com/gadfly/articles/2016-02-12/social-studies-comparing-twitter-with-facebook-in-charts">user base</a> skew younger, more diverse, wealthier, more educated and more likely to live in urban areas. This will drive usage as the two platforms integrate.</li> <li> <strong>Additional features:</strong> The native app offers a dedicated space with broadcast tabs, account tracking and sketch &amp; reaction options that just make it a bit more fun and user-oriented.</li> <li> <strong>Content:</strong> Periscope recently secured partnerships with <a href="https://gopro.com/help/articles/Block/Periscope-Live-Streaming-with-your-GoPro">GoPro</a> and <a href="http://uk.businessinsider.com/twitter-to-stream-nfl-thursday-night-games-2016-4">Thursday Night Football</a> (NFL) to ensure a lineup of engaging content.</li> <li> <strong>Innovation:</strong> Periscope just recently announced a series of new functions such as drone feed integration, search functions, and auto-save through app and Twitter comments.</li> </ol> <h3><strong>What are the downsides? </strong></h3> <p>Live on camera, some products, and even some people, may not work well.</p> <p>It’s difficult to be smartly scripted while still coming across as authentic, and a constant stream of comments from viewers can be hard to manage and moderate.</p> <p>It’s also important that you own what you’re streaming. No brand wants to end up tied in legal battles because they streamed content where ownership and rights haven’t been made clear.</p> <p>As with all new tools, it’s not easy to measure a return on investment. How you measure success – do you look at viewer numbers or drop-offs, likes or the comments?</p> <p>Lastly, live-streaming without a clear strategy and a clear focus on quality and relevance will ultimately disappoint the audience.</p> <h3><strong>Who is the winner?  </strong></h3> <p>At this point, it’s still too early to call.</p> <p>However, the competition is heating up, with YouTube and Tumblr unveiling their competitive offering along with lesser known players such as Live.ly, Livestream, and Hang all releasing their own live broadcast services.   </p> <p>If you’ve already placed your bets then make sure your content fits with the medium and you’re totally clear on ownership, quality, and measurement.</p> <p>Everything after that is just a stream away. </p> <p><em>For more on this topic, read:</em></p> <ul> <li><a href="https://econsultancy.com/blog/67603-what-marketers-need-to-know-about-facebook-s-livestreaming-push/"><em>What marketers need to know about Facebook's livestreaming push</em></a></li> <li><a href="https://econsultancy.com/blog/67712-seven-helpful-tips-for-livestreaming-success/"><em>Seven helpful tips for livestreaming success</em></a></li> <li><a href="https://econsultancy.com/blog/67967-six-things-we-learned-from-using-periscope-to-live-stream-from-fodm16/"><em>Six things we learned from using Periscope to live stream from #FODM16</em></a></li> </ul> tag:econsultancy.com,2008:BlogPost/68048 2016-07-13T14:39:00+01:00 2016-07-13T14:39:00+01:00 Personal data and privacy in the digital healthcare age Lori Goldberg <p>In the past I’ve used NikeID, which communicates with a chip inside my sneakers to track my run data.</p> <p>Confession: I once attended a digital media conference and entered a contest to log the most steps on the conference floor. I tied my step-counting device to my ceiling fan and let it go all night.</p> <p>For some, there is concern that personal health data can be hacked, stolen, or exploited for marketing purposes without consent.  </p> <p>For those of us in the digital advertising sector, we have a responsibility to be clear about where our data comes from, consumer protection laws, as well as the benefits of advancing our health through data collection.</p> <p>Given this, below is a brief summary of how personal body data is being collected, protected, and used in the digital advertising sector today.</p> <h3>Current state of digital privacy</h3> <p>In terms of digital marketing, <a href="https://econsultancy.com/reports/healthcare-study-organizing-marketing-in-the-digital-age/">healthcare and pharmaceutical sectors</a> have long worked under state and federal laws to protect sensitive personal health information.</p> <p>For example, <a href="https://econsultancy.com/blog/67498-digital-media-vs-hipaa-violations-risking-your-reputation-in-healthcare/">HIPAA, the Health Insurance Portability and Accountability Act</a>, works to protect confidentiality of patients and control the flow and purpose of information used by insurers.</p> <p>Additional laws are in place that govern how and when healthcare providers can contact patients for the purpose of selling new drugs and treatments.</p> <p>These laws typically boil down to intent: is the marketer protecting the public from health risk, or are they trying to make money?</p> <p><img src="https://assets.econsultancy.com/images/0007/7028/fitbit.jpg" alt="" width="700" height="466"></p> <p>If there is a health risk to an identified class of patients, their personal information is more likely to be accessed.</p> <p>Additionally, Google and the Federal Drug Administration protect consumers with a thorough legal-medical review (LMR) process of each ad campaign.</p> <p>The privacy of your personal health information generated by apps and websites (also known as Patient Generated Data) is largely protected by HIPAA if the data is tied to a personal identifier, such as a user account associate.</p> <p>However, it is important to note that apps are developed around the world and enforcement of HIPAA policy is difficult unless complaints are filed.</p> <p>In fact, eHealth presents a new challenge for HIPAA. In 2015, the Office of the National Coordinator for Health Information Technology (ONC) and HIPAA began a two-year project to understand the sector and draft new policy on this matter.</p> <p>Until then, consumers should not quickly assume that app developers – particularly those outside the U.S. – are storing secure, HIPAA-compliant data.</p> <h3>Wearable tech</h3> <p>With the recent introduction of wearable technology and smartphone apps accessing our bodies, our personal body data is being trusted to technology companies and app developers who operate largely based on their own privacy terms and conditions.</p> <p>Companies such as Apple have vigorously protected consumer data, however many app providers are relatively anonymous to the general public.</p> <p>They are vulnerable to data breaches, hacks, and their own marketing principles.</p> <p>Apple’s HealthKit and Health apps collect health and fitness data including heart rate, calories burned, cholesterol, and blood sugar.</p> <p><img src="https://assets.econsultancy.com/images/0007/7029/fitbit_2.jpg" alt="" width="700" height="500"></p> <p>They also can connect with healthcare providers to share lab results, medications, and more. The insight provided makes a doctor more informed about the holistic status of one's health; however fears of data security persist.</p> <p>Many of the free apps available for download will earn revenue by selling your data, which could be associated with your account or user name identifier.</p> <p>According to the <a href="http://blogs.wsj.com/digits/2014/09/09/as-apple-moves-into-health-apps-what-happens-to-privacy/">Wall Street Journal</a>, “many of the roughly 40,000 health apps and wearable devices on the market today make money by selling user data to marketers and other companies.”</p> <h3>Epidemiological data</h3> <p>Epidemiological data is patient-anonymous data that allows the medical community as well as marketers to better track disease outbreak, rises in specific types of illnesses, and more.</p> <p>For example, <a href="http://thomsonreuters.com/en/products-services/pharma-life-sciences/pharma-business-development/incidence-and-prevalence-database.html">the Incidence &amp; Prevalence Database</a> covers over 4,500 diseases, procedures, symptoms and other health issues for incidence, prevalence, morbidity, mortality, comorbidity, treated or diagnosed rates, cost and much more.</p> <p>Forecasting tools such as this allow pharmaceutical advertisers to concentrate efforts in predicting illness patterns and making treatments marketed and available at the right time and place.</p> <h3>Personal genomics</h3> <p>Personal genomics through DNA sequencing provides your body’s genetic information for use in predictive forms of medicine.</p> <p>This could reveal genetic links to cancer, inherited predisposition to disease such as Alzheimer’s, or even help a doctor determine which medications will be most effective in treating your illness.</p> <p>DNA sequencing is available from popular online companies such as 23andMe, sequencing.com, and deCODE.me.</p> <p>Laws have been enacted in some U.S. states and by the federal government, such as the <a href="https://en.wikipedia.org/wiki/Genetic_Information_Nondiscrimination_Act">Genetic Information Nondiscrimination Act</a> (GINA) to protect citizens from being discriminated against based on their genetic profile.</p> <p>This information, if attained by an insurer or employer, may identify the person as a health risk or insurance risk.</p> <p>In summary, respected companies such as Apple will fight to keep personal health info safe, but the far reaches of its App Store reveal thousands of anonymous tech companies that are vulnerable to data breach and are perhaps willing to sell your information for profit in exchange for free apps.</p> <p>Google and the FDA work to regulate advertising claims among pharmaceutical companies and healthcare providers who partner with agencies schooled in LMR best practices.</p> <p>The upside of this data is in predictive medicine and personal insight into your health and fitness, which is a huge benefit for many people.</p> <p><em><strong>July is Data Month here at Econsultancy, so be sure to check out <a href="https://hello.econsultancy.com/datamonth/?utm_source=econsultancy&amp;utm_medium=blog&amp;utm_campaign=econblog">our latest reports and blog posts</a>.</strong></em></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> tag:econsultancy.com,2008:BlogPost/68043 2016-07-11T14:24:49+01:00 2016-07-11T14:24:49+01:00 Will click & collect be killed off by same-day delivery? Patricio Robles <p>According to a new study based on survey data of nearly 12,000 online buyers in the US and Canada conducted by Bizrate Insights, which is owned by Connexity, nearly a third (31%) of online shoppers have taken advantage of click and collect in the past year.</p> <p>But just 13% indicated that they'd have abandoned a purchase because an item wasn't available to retrieve in-store.</p> <p>Furthermore, the most common motivations for using click and collect suggest that the value proposition could become less and less compelling in the near future.</p> <p>According to Bizrate Insights' data, over half (55%) of shoppers who use click and collect do so to avoid shipping charges.</p> <p>Another 43% and 36% used it for convenience and because they needed the items quickly, respectively.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/6819/bizratesclickandcollect-blog-flyer.png" alt="" width="470" height="380"></p> <p>Let's address each of these...</p> <p><strong>1. Free shipping.</strong> </p> <p>Free shipping isn't ubiquitous but it is quite common and, thanks to Amazon Prime and Walmart's new ShippingPass service, millions of consumers have access to free two-day shipping through retailers that offer hundreds of millions of products for sale and are usually price competitive.</p> <p><strong>2. Convenience.</strong></p> <p>Is traveling to a store to collect an order convenient? Some consumers probably believe so.</p> <p>But thanks again to Amazon Prime, <a href="http://fortune.com/2016/06/29/walmart-amazon-prime/">Walmart ShippingPass</a>, ShopRunner and the like, it's arguably getting harder and harder for click and collect to claim a significant convenience advantage.</p> <p>This is especially true in cases where retailers have poor or inconsistent click and collect experiences.</p> <p><strong>3. Speed.</strong> </p> <p>Click and collect is still attractive for scenarios in which a customer needs a product <em>now</em>, but even here, online retailers are closing the gap.</p> <p>For example, Amazon Prime offers free same-day shipping on more than 1m products in 27 metro areas and, through Prime Now, free two-hour shipping on more than 10,000 products in two dozen markets.</p> <p>As Amazon and others build infastructure to faciliate super-speedy fulfillment, click and collect's speed advantage could be eliminated completely in some cases.</p> <h3>So...</h3> <p>Bizrate Insights did find that 29% of click and collect purchasers used click and collect to ensure that items they wanted were available in-store when they arrived.</p> <p>But there's an argument that this segment really represents customers who planned to make a purchase at a brick and mortar location and used the web to reserve inventory. </p> <p>While that might support the omni-channel vision, as more and more retail transactions move online, this segment of click and collect buyers could very well shrink.</p> <p>Ultimately, physical stores will only be viable so long as they're profitable, and the data seems to suggest that retailers operating them shouldn't count on click and collect to drive those profits over the long term.</p> tag:econsultancy.com,2008:BlogPost/68014 2016-07-05T14:47:00+01:00 2016-07-05T14:47:00+01:00 How charities can win at the Zero Moment of Truth Alasdair Graham <p>Prior to the internet and mobile being such prevalent and omnipotent forces in everyday life, the donor journey looked a lot like the diagram below.</p> <p>Charities' marketing efforts were focused heavily on influencing the “first moment of truth”, the key donation interaction. </p> <h3>The 'classic' three-step mental model</h3> <p><img src="https://assets.econsultancy.com/images/0007/6600/original_mental_model.jpg" alt="Classic 3 step mental model" width="635" height="243"></p> <p>However the donor journey has now changed significantly, largely due to the fact that over three quarters of UK adults now own a smartphone.</p> <p>This connectivity coupled with the shift in donors' expectations in terms of receiving a return from their donation (whether altruistic or otherwise) has given rise to a new mental model and donor journey.</p> <h3> <strong>The new mental model: Zero moment of truth</strong> </h3> <p> <strong><img src="https://assets.econsultancy.com/images/0007/6601/ZMOT_mental_model.jpg" alt="Zero moment of truth for charities" width="682" height="305"></strong></p> <p>The ‘Zero moment of truth’ mental model takes into account today's landscape of highly connected and diligent donors whose donation journeys span multiple marketing channels, devices and timespans.</p> <p>Utilising the Proctor &amp; Gamble and Google '<a href="https://www.thinkwithgoogle.com/collections/zero-moment-truth.html">Zero Moment of Truth</a>' or ‘ZMOT’ model shown above, alongside our own qualitative research into 25 of the UK's top charities, this article aims to highlight pitfalls and opportunities for charities in digital with a specific focus on the defining ZMOT.</p> <h3>Zero Moment of Truth: ‘ZMOT’</h3> <p>The zero moment of truth is:</p> <ul> <li>A commuter reading the news on his iPhone while travelling to work, seeing the need for aid due to a natural disaster and doing a Google search on his phone for how he can help/donate. </li> <li>The managing director of a local business monitoring regional social media on her mobile for an opportunity to give back to the community through a charitable donation.</li> <li>A young office worker on her lunch break with a family member affected by an illness researching which charity will make the most of her donation from her desktop computer.</li> </ul> <p>The ZMOT is a moment that has never been more prevalent and is ultimately where donations are won or lost.</p> <p>Communicating effectively in this moment can also be the difference between a one-off donation of £5 or a standing monthly donation of £10.</p> <blockquote> <p>84% of people said that ZMOT shapes their decisions. It’s now just as important as stimulus and the first moment of truth in moving consumers from ‘undecided’ to ‘decided’ in terms of who they choose to donate to, how much and with what regularity.</p> </blockquote> <p>During the zero moment of truth or ‘research/choosing’ phase it is essential to put your best foot forward and ensure your charity is front and centre in users' searches and conversations where possible.</p> <p>As an example, a young man has been incited to donate to a cancer charity due to a recent personal scare.</p> <p>He performs a Google search on his phone for “cancer charities” which returns three prominent AdWords results for Macmillan, Cancer Research UK and Alder Hey.</p> <p><em>Google mobile search for "cancer charities"</em></p> <p><img src="https://assets.econsultancy.com/images/resized/0007/6602/cancer_charities_google_mobile-blog-flyer.jpg" alt="Google search for cancer charities" width="470" height="508"></p> <p>However, a quick review of the sites' homepages raised more questions than were answered, so later a second Google search is undertaken at home on a laptop computer for “where does the money I donate to cancer research go”.</p> <p><em>Google desktop search</em> </p> <p><img src="https://assets.econsultancy.com/images/resized/0007/6603/2016-06-22_17_02_49-where_does_the_money_i_donate_to_cancer_research_go_-_google_search-blog-flyer.png" alt="where does the money I donate to cancer research go" width="470" height="596"></p> <p>Despite the fully populated <a href="https://econsultancy.com/reports/paid-search-marketing-ppc-best-practice-guide/">PPC ads</a> in the returned search results, not one of them answers the query, with the majority just dumping the user on a ‘donate’ page with no further information.</p> <p>Worse still, the top result from Cancer Research UK directs the user to a broken page – not good!</p> <p><em>Cancer research UK paid search landing page for Google query “where does the money I donate to cancer research go”</em></p> <p><img src="https://assets.econsultancy.com/images/0007/6606/cancer_research_broken_site_screenshot.png" alt="Broken landing page cancer research" width="662" height="174"></p> <p>This presents a significant opportunity to improve visibility and relevance in paid search, particularly for Cancer Research UK in this instance.  </p> <p>Thankfully the organic listings, which are dominated by Cancer Research UK, are more useful.</p> <p>They provide a clear answer – “80p of every £1 given is used to beat cancer” and that “thanks to donations Cancer Research UK have doubled cancer survival rates.”</p> <p>Provided a user heads straight into organic results then Cancer Research UK could consider the ‘Zero Moment of Truth’ won. However it's likely, particularly on mobile, that a paid result will be clicked.</p> <h4>What about the competition?</h4> <p>This particular search engine results page also raises the question “where are the other cancer research charities in the organic results?”</p> <p>In addition to the search example shown above, it is imperative to consider what questions your potential donors may be asking in the zero moment of truth and where they are asking them.  </p> <p>From here it’s important to be where your donors are and to address their queries across organic and paid search, social media, their emails and on news sites and blogs.</p> <p>Additionally, there is significant value in personalising messaging based on who’s reading your ‘ZMOT’ content.  </p> <p>This is obviously far easier on channels such as Facebook or Twitter, however there are opportunities to tailor messaging in search using geotargeting or <a href="https://support.google.com/adwords/answer/2701222?hl=en-GB">Remarketing Lists for Search Ads</a> or strategically targeting content to local news sites and blogs.</p> <h3>First Moment of Truth: ‘FMOT’</h3> <p>The first moment of truth is:</p> <ul> <li>A donor visiting your website and making a standing monthly donation of £15.</li> <li>The friend of someone doing a charity 10k run that has posted a link to their JustGiving page on their Facebook feed and been inspired to give to the cause through the JustGiving platform.</li> <li>Someone that follows your charity on Twitter and appreciates the work being undertaken, then passes by a charity box on their lunch break and gives a cash donation.</li> </ul> <p>Given the prevalence of mobile devices and trust in online financial transactions over the past decade it may be a surprise to find that the vast majority of donations are still made offline.</p> <p>According to a 2015 study from Barclays, <a href="https://www.barclayscorporate.com/content/dam/corppublic/corporate/Documents/research/the-future-of-charitable-donations.pdf">79% of donations</a> are still being made offline with ‘direct cheque’ and ‘direct cash’ donations leading the charge.</p> <p><em>Online vs. offline donations</em></p> <p><img src="https://assets.econsultancy.com/images/resized/0007/6609/online_vs_offline_donations_pie-blog-flyer.jpg" alt="Online vs offline charitable donations" width="367" height="358"></p> <p>This currently makes the first moment of truth more often than not a donation box, phonecall or personal interaction rather than a website or app.</p> <p>A situation that is potentially made worse by the fact that one in five charities don’t currently facilitate online donations on their own sites.</p> <p>However, this is set to change as younger donors tend to have a strong preference for donating online.  </p> <p>The Barclays study indicates that 72% of charities expect an increase in donations stemming from social media activity and 87% of charities agree that they’ll receive significantly more donations directly via their website in the near future.</p> <p>While the majority of the 25 charities we surveyed have made a strong effort to facilitate online donations, there are still significant opportunities for improvement across the board to improve conversions and total donations.</p> <p>None of the charities we surveyed were employing customisation measures to improve site user experience and donations. </p> <p>Provided data can be collected from existing and new donors such as their location, demographic or past donations, site content can be customised to improve conversions and maximise the value of a donor.</p> <p>As an example, first moment of truth donor experience customisation could take the form of:</p> <ul> <li>Tailoring site content based on user data, for example personalising content based on location to indicate where your charity has helped in the donor's region.</li> <li>Tailoring suggested donations based on user data such as location, or past donations.</li> </ul> <p>This engagement, customisation and initial contact is particularly important for young, first-time donors, because gaining affinity among them will be critical to future donations as they grow older and more affluent.</p> <p>Additionally, making an effort to attract online donations can significantly improve the addition of Gift Aid as the process is far easier compared to offline.</p> <h3>Second Moment of Truth: ‘SMOT’</h3> <p>The second moment of truth is:</p> <ul> <li>A donor receiving a welcome email giving thanks and indicating where their donations may be getting spent.</li> <li>A donor completing a donation online and being shown a ‘thank you’ page that allows them to quickly share where they donated and how it's going to help.</li> </ul> <p>One item often not considered with charitable donations is the second moment of truth – the user's ‘experience’ of the donation and how this moment can be used to influence other potential donors in their zero moment of truth.</p> <p>While 100% of the 25 major charities we surveyed sent a follow-up ‘thank you’ email, 44% of those emails were not personalised to any significant degree (only names were ‘personalised’).</p> <p>Additionally, there were only limited opportunities to share your donation and information about the charity's work, which again has the potential to become another donor's ZMOT, creating a positive feedback loop from user-generated content and conversation.</p> <h3>Key Takeaways</h3> <h4>1. Online donations set to increase</h4> <p>While online isn’t a major player at the moment in terms of volume it is almost guaranteed to become the primary means of donation in the coming years as younger, digital native donors begin to gain affluence.  </p> <p>This is backed up by the fact 71% of charities are seeing ongoing increases in online donations.</p> <p>The benefits of online donations reach much further than convenience and capturing the ‘next generation’ of donors, as online donations significantly increase the likelihood of Gift Aid additions and also present opportunities to engage donors in an on-going relationship through targeted online communications.</p> <p>Furthermore, the charities that invest in and get digital correct early on are likely to be the key players in the coming years.</p> <h4>2. Provide relevant information to user queries</h4> <p>Pay close attention to how your donors are behaving in the zero moment of truth.  </p> <p>In the example given earlier, a search for “where does the money I donate to cancer research go” yielded a paid result that led nowhere.  </p> <p>Capitalising on opportunities and queries such as this with targeted information can significantly increase the chances of donation.  </p> <p>A valuable exercise here may be to ask the questions “what would incite me to donate to a particular charity over another” and “what questions would I be asking to validate my choice of charity and where would I be asking them”.</p> <h4>3. Use social to influence the ZMOT</h4> <p>Take every opportunity to facilitate the positive feedback loop between a donor’s second moment of truth and their creation of a new donor's zero moment of truth.  </p> <p>For example, creating opportunities to share details of your donation and its impact on the donation complete page.  </p> <p>Potentially pre-populate a share that is customised to the donation amount, for example “I just paid for a month's worth of clean water for a child in Tanzania – You can make a difference too...”</p> <p>This circumvents any friction around “what to share” or “what to say” with social shares.</p> <p>Furthermore, taking the opportunity to give sincere thanks and show how each donation is being used can pay significant dividends in terms of creating brand affinity and promoting sharing and discussion around your charity.</p> <p>Again, this creates a positive feedback loop into the zero moment of truth.</p> <h4>4. Personalise experiences wherever possible</h4> <p>Personalisation across all points inclusive of stimulus, zero moment, first moment and second moment of truth is a cost effective way to improve conversion rates and can also influence donation amount and frequency.</p>