tag:econsultancy.com,2008:/topics/ecommerce Latest Ecommerce content from Econsultancy 2018-02-16T12:23:16+00:00 tag:econsultancy.com,2008:BlogPost/69807 2018-02-16T12:23:16+00:00 2018-02-16T12:23:16+00:00 The best digital marketing stats we’ve seen this week Nikki Gilliland <h3>Consumers concerned about privacy and accuracy of chatbots</h3> <p>While business leaders are increasingly keen to invest in artificial intelligence, PointSource suggests that consumers are not entirely on board with the technology.</p> <p>Research has revealed that people have a number of key concerns about chatbots in particular, with the top three being privacy, speed, and friction.</p> <p>In a survey of over 1,000 people in the US, <a href="https://digital.pointsource.com/acton/media/21911/2018-artificial-intelligence-and-chatbot-report?utm_term=2018%20Artificial%20Intelligence%20and%20Chatbot%20Report&amp;utm_campaign=Thank%20you%20for%20downloading%21&amp;utm_content=email&amp;utm_source=Act-On+Software&amp;utm_medium=email&amp;sid=TV2:I3ipIXtBi" target="_blank">PointSource found</a> that data privacy and security is top of mind for 41% of consumers while using chatbots. 59% say they grow frustrated if a chatbot doesn’t provide a solution, while 51% of consumers anticipate frustrations around chatbots not understanding what they’re looking for.</p> <p><strong>More on intelligent assistants:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69797-how-ai-is-transforming-healthcare/" target="_blank">How AI is transforming healthcare</a></li> <li><a href="https://econsultancy.com/blog/68678-the-impact-of-artificial-intelligence-on-the-travel-industry" target="_blank">The impact of artificial intelligence on the travel industry</a></li> </ul> <p><img src="https://assets.econsultancy.com/images/0009/2309/chatbots.jpg" alt="" width="650" height="459"></p> <h3>93% of Data Scientist vacancies offer wages over the UK average</h3> <p>With the role of <a href="https://econsultancy.com/blog/68933-a-day-in-the-life-of-a-data-scientist-in-an-ai-company">Data Scientist</a> being tipped as one of the most in-demand jobs of the future, <a href="https://joblift.co.uk/Press/data-scientists-post-graduate-qualifications-requested-in-45-of-job-advertisements-and-over-50-of-positions-advertised-salaries-over-50000" target="_blank">Joblift has analysed</a> relating recruiting trends in the UK. </p> <p>Results show that there have been 8,672 Data Scientist vacancies posted in the UK in the last 12 months. These positions have seen an average monthly increase of 3% - this is in comparison to an average 2% increase in the whole UK job market each month.</p> <p>In terms of salaries, the study shows that just 7% of all job vacancies stated a salary below £30,000, meaning at least 93% of Data Scientist vacancies offered pay significantly higher than the UK’s average wage of £28,6001.</p> <p>Elsewhere, post-graduate studies were requested in 45% of job ads, and knowledge of programming systems was requested in 83% of job advertisements.</p> <h3>The most exciting prospect in marketing? Personalised experiences in realtime</h3> <p>Econsultancy's <a href="https://econsultancy.com/reports/digital-intelligence-briefing-2018-digital-trends/">2018 Digital Trends</a> survey report, in association with Adobe, reveals that marketers, when asked about martech prospects over the next three years, are most excited about delivering personalised experiences in realtime (36% of respondents).</p> <p>18% declared most excitement was in AI, 15% AR and VR, 13% connected things and 6% voice technology.</p> <p>There's plenty more in the report – <a href="https://econsultancy.com/blog/69805-45-of-marketers-cite-content-experience-management-as-top-priority-in-2018/">a summary here</a>.</p> <p><img src="https://assets.econsultancy.com/images/0009/2289/AI_potential.JPG" alt="exciting prospects marketing" width="615"></p> <h3>71% of UK public unaware influencer marketing regulations exist</h3> <p style="font-weight: 400;">A <a href="https://www.prizeology.com/whitepaper/influencer/" target="_blank">new report</a> by Prizeology has revealed how the general public perceives rules and regulations around influencer marketing. </p> <p style="font-weight: 400;">Based on the responses of over 2,000 members of the public, it suggests that 71% wrongly believe that there are no regulations surrounding influencer marketing. What’s more, 61% believe that influencers do not have to state that they have been paid to talk about a product.</p> <p style="font-weight: 400;">Despite this, the general public vehemently believe that they should be informed if people are being paid to promote products. 88% of the general public agreed with this statement, and 60% agree that their perception of a brand is improved when they are transparent about product promotion.</p> <p style="font-weight: 400;">Finally, there is also a significant lack of understanding when it comes how influencers might indicate a commercial relationship, with 49% of people saying they are unaware of the hashtags and language that must be used. </p> <p style="font-weight: 400;"><img src="https://assets.econsultancy.com/images/0009/2310/instagram.jpg" alt="" width="650" height="433"></p> <p><strong>More on influencer marketing:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69697-is-the-influencer-marketing-bubble-set-to-burst" target="_blank">Is the influencer marketing bubble set to burst?</a></li> <li><a href="https://www.econsultancy.com/blog/69620-only-29-of-influencer-campaigns-use-trackable-urls-for-attribution" target="_blank">Only 29% of influencer campaigns use trackable URLs for attribution</a></li> <li><a href="https://econsultancy.com/blog/69196-11-impressive-influencer-marketing-campaigns" target="_blank">11 impressive influencer marketing campaigns</a></li> </ul> <h3>A superior UX is not the only key to success</h3> <p>A new study by <a href="http://www.intermarketingonline.com/media/viewpdf/Charisma-Index--tracks-resilience-of-70-global-brands/" target="_blank">The Charisma Consortium</a> suggests that a great user experience is not necessarily the key to success, as damaged brand integrity can override public perception. This comes from an online survey of 10,000 consumers across four markets.</p> <p>The research - which examines brand resilience across six dimensions of consciousness, purpose, integrity, generosity, courage, and delivery – suggests that dynamic relationships with consumers is the real difference between brief popularity and long-term loyalty.</p> <p>When it comes to brands with the best capabilities, Lego was named as number one, consistently delighting customers across the board. Conversely, FIFA was named the brand with the lowest score. </p> <p>Elsewhere, Apple just scrapes into the top 10 in the US and 16th in the UK. Despite impressing on innovation, poor performance on delivery and a lack of integrity and generosity means that it has seemingly lost consumer favour.</p> <p><img src="https://assets.econsultancy.com/images/0009/2307/charisma.JPG" alt="" width="780" height="490"></p> <h3>Advertisers need to get more creative</h3> <p>According to Marin’s <a href="http://www.marinsoftware.com/resources/whitepapers/q4-2017-digital-benchmark-report?trackid=70138000001F7duAAC&amp;tactic=WW-US-US-N-CP-A-1801-Email_3-OBEM-1453&amp;utm_source=Outbound_EmailCampaign&amp;utm_medium=HTML&amp;utm_campaign=WW_1801_CP_A_CRO_N_CR_Benchmark_Report_2017_Q4&amp;mkt_tok=eyJpIjoiTjJFNE1EZ3pOelJoWmpBMiIsInQiOiJEdnFkeEhycFJpZ0kwXC9OTFVxdzFqbWVXdzcxR3oxMW1vanQzUE1jaFBRYnZmbkZrSzdybTEzblI4MVZqaGZzendXblVcL3J3RDVJMFUrd2hMVXlwUHQ4RlBEd1FpejY4ZHQ0UGxJSFQzeVFTcW5NdkF6ZEZqK01UcytiT2FSK2htIn0%3D" target="_blank">latest benchmark report</a>, advertisers are failing to include enough creative in Google ads, having seen a 3% increase in creative-light ad groups during Q4 2017. </p> <p>The report highlights how this could be damaging engagement, as Google's improved creative rotation technology has previously been proven to reward advertisers who use three or more ads per ad group with increased clicks and impressions.</p> <p>Elsewhere, Marin reveals how retailers are seeing greater success with Google Shopping. It suggests there has been a steady increase in clicks and click share in the space of a year. </p> <p><strong>More on Google:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/68775-retailers-beware-amazon-could-be-about-to-shake-up-google-plas/" target="_blank">Retailers beware, Amazon could be about to shake up Google PLAs</a></li> <li><a href="https://econsultancy.com/blog/68264-six-clever-ways-to-optimise-google-shopping-campaigns" target="_blank">Six clever ways to optimise Google Shopping campaigns</a></li> </ul> <h3>Lack of consumer confidence delays purchases by up to six months</h3> <p>New research by PushOn has revealed that 24% of customers spend up to six months researching products before making a considered purchase. With some taking even longer than this to buy, the main reason cited is a lack of confidence in brands and services. </p> <p>PushOn also highlights the prevalence of ‘webrooming’, as 79% of customers say they have gone in store to make a final purchase so they can see what an item looks like in reality. </p> <p>Meanwhile, 70% say they are happy to buy an expensive product online, but only after they have visited a store to see it in person.</p> <p>Other key findings from <a href="https://www.pushon.co.uk/ecommerce/showrooming-webrooming-new-report/" target="_blank">the report</a> include the fact that 39% of customers say the maximum they are willing to spend online is £1000, while 40% say they would like to use AR technology to test a product before they buy it.</p> <p><img src="https://assets.econsultancy.com/images/0009/2306/webrooming.JPG" alt="" width="780" height="242"></p> <p><strong>Related articles:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69446-how-can-brands-combat-a-lack-of-consumer-trust" target="_blank">How can brands combat a lack of consumer trust?</a></li> <li><a href="https://econsultancy.com/blog/69131-how-shopping-malls-are-enticing-consumers-offline" target="_blank">How shopping malls are enticing consumers offline</a></li> </ul> tag:econsultancy.com,2008:BlogPost/69795 2018-02-14T14:55:00+00:00 2018-02-14T14:55:00+00:00 L.L.Bean revises its lifetime returns policy: will it dent the company? Patricio Robles <p>In a letter to customers, Shawn O. Gorman, L.L.Bean's executive chairman, explained:</p> <blockquote> <p>Increasingly, a small, but growing number of customers has been interpreting our guarantee well beyond its original intent. Some view it as a lifetime product replacement program, expecting refunds for heavily worn products used over many years. Others seek refunds for products that have been purchased through third parties, such as at yard sales.</p> <p>Based on these experiences, we have updated our policy. Customers will have one year after purchasing an item to return it, accompanied by proof of purchase. After one year, we will work with our customers to reach a fair solution if a product is defective in any way.</p> </blockquote> <p><a href="https://www.bloomberg.com/news/articles/2018-02-09/l-l-bean-eliminates-its-legendary-lifetime-returns-policy">According to</a> Bloomberg, about 15% of returns abused L.L.Bean's generous policy, costing the company $250m a year. While a minority of purchases that were being returned represented abuse, $250m is a not-insignificant amount of money for a retailer that had $1.6bn in sales in 2016 and is looking to fund expansion.</p> <p>Even though it is seemingly reasonable for L.L.Bean to update its policy to clarify that its returns policy was not a replacement policy, there were customers who took to social media to criticize the company, suggesting that they would no longer be as interested in purchasing L.L.Bean's products in the wake of the change. Some even indicated that the returns policy was the only reason they patronized the retailer.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Your return policy was the only reason I shopped at <a href="https://twitter.com/hashtag/LLBean?src=hash&amp;ref_src=twsrc%5Etfw">#LLBean</a>! I shared your amazing service with with friends, colleagues, and more. Now, I'll be sure to suggest they avoid like the plague! </p> <p>You're already 2x the $$$ of most places.<a href="https://twitter.com/hashtag/goodbyebean?src=hash&amp;ref_src=twsrc%5Etfw">#goodbyebean</a> <a href="https://twitter.com/hashtag/LLBye?src=hash&amp;ref_src=twsrc%5Etfw">#LLBye</a></p> — Austin Walters (@AustinGWalters) <a href="https://twitter.com/AustinGWalters/status/961973742879506432?ref_src=twsrc%5Etfw">February 9, 2018</a> </blockquote> <p>Others posted more measured responses. For example, one customer commented on Facebook:</p> <blockquote> <p>I think it would be really helpful if you shared information with consumers on how long people could realistically expect items from your company to last. I certainly don't expect to be wearing a turtleneck that I bought 20 years from now, but nor do I expect the $250 boots that I bought to last only one season. So maybe if there were a little more clarity on what you thought was a reasonable product life for various products of yours, as long as they weren't abused, then perhaps people could decide if the price was worth that and then not bother you by trying to return items that you believe should have been retired</p> </blockquote> <p>Such comments highlight an interesting fact about the importance of L.L.Bean's now-retired return policy: because the company's products carry premium prices, some customers factored the ability to return purchases years into the future into their buying decisions. Put simply, although its generous return policy was increasingly being abused, for some segment of its customer base – and perhaps a sizable one – the policy played a key role in driving sales.</p> <p>The big question now: without its so-called "legendary" lifetime returns policy, could L.L.Bean eventually lose in sales what it was losing due to abuse of the policy? While the prospect of losing upwards in $250m in sales due to a returns policy change would seem unlikely, and might be, it's also clear that L.L.Bean should not underestimate the potential impact of a change to what had been one of its key differentiators.</p> <p>In today's highly competitive Amazon-ified retail environment, one in which brand loyalty is increasingly elusive, meaningful differentiators are harder and harder for retail brands to develop. With this in mind, even if L.L.Bean's decision proves to be financially prudent, it could have a lasting effect on consumer perception of its brand and the effects of that are not easy to predict as the retail market continues to evolve and face disruption.</p> <p><em><strong>Further reading:</strong></em></p> <ul> <li><a href="https://econsultancy.com/blog/68477-how-six-online-retailers-are-combatting-wrong-size-returns">How six online retailers are combatting wrong-size returns</a></li> </ul> tag:econsultancy.com,2008:BlogPost/69789 2018-02-12T14:55:00+00:00 2018-02-12T14:55:00+00:00 Goldman Sachs is taking a fintech approach to grow its consumer lending business Patricio Robles <p>Two of the biggest proofs of Goldman's transformation were its launch of GS Bank, a internet bank with a $1 deposit requirement, and Marcus, an online consumer lending platform through which well-qualified consumers could obtain personal loans of up to $30,000. GS Bank has since been merged into Marcus, which now serves as Goldman's consumer brand.</p> <p>That a Wall Street firm once known for serving the extremely well-heeled would create a new brand to target mainstream consumers at all would have been difficult to predict a couple of decades ago, but because of the changes in the market, it's a no-brainer today. As QZ <a href="https://qz.com/1077463/goldman-sachs-gs-thinks-its-fintech-lending-arm-marcus-can-make-as-much-extra-revenue-as-trading/">pointed out</a>, "Goldman thinks it can make $1 billion in extra revenue from its consumer lending business over the next three years, as much as it expects for its trading operations."</p> <p>The challenge for Goldman is that the competition in the consumer deposit and lending spaces is significant and Goldman's name, however storied, doesn't have the same cachet with consumers. So Goldman is taking a page from fintech upstarts to grow Marcus.</p> <p>As <a href="https://www.wsj.com/articles/goldman-sachs-in-talks-with-apple-to-finance-iphonesales-1517999521">detailed by</a> the Wall Street Journal, Goldman is reportedly in talks with Apple to offer buyers of Apple devices financing at point-of-sale. "Customers purchasing a $1,000 iPhone X could take out a loan from Goldman instead of charging it to credit cards that often carry high interest rates," the Journal explained.</p> <p>This type of financing is big business: by one estimate, $80bn of the $200bn consumers borrowed using retailer-affiliated credit cards or point-of-sale loans went towards big-ticket items including electronic gadgets. So if Goldman can position Marcus to offer loans for Apple device purchases, it could be a real shot in the arm for Goldman's consumer brand.</p> <p>Of course, if the model of the potential deals sounds familiar to you, that's because it is. A number of consumer lending upstarts have targeted point-of-sale to reach consumers. For example, Affirm, which was co-founded by former Paypal co-founder and CTO Max Levchin, has partnered with retailers to offer consumers loans for their purchases at point-of-sale.</p> <p><img src="https://assets.econsultancy.com/images/resized/0009/2229/affirm-screenshot-blog-flyer.jpg" alt="" width="470" height="352"></p> <p>Affirm, which bills itself as a "financial company for everyday people", <a href="https://www.racked.com/2017/11/29/16710502/affirm-loan-shopping">reportedly</a> has over 1,000 merchant partners and is said to have originated more than a million loans with an average order size of $750. The company uses its own underwriting model, which <a href="https://bankinnovation.net/2017/09/the-rise-of-alternative-data-in-the-lending-market/">is capable of looking at alternative data</a> and doesn't necessarily require a FICO score, or a good FICO score. On the customer experience side, Affirm is seamlessly integrated into the checkout experience of its merchant partners, making it far easier to convert shoppers into borrowers.</p> <h3>Goldman's advantages</h3> <p>By embracing a similar model to grow its consumer lending business, Goldman could find that it has some big advantages over smaller upstarts like Affirm.</p> <p>First, while the Goldman name might not be a deal-maker for consumers, it could help the firm woo merchants, especially those like Apple, which have worked with Goldman in the past. Second, Goldman's size means it has more capital to lend and it will likely be able to offer interest rates that are more competitive than upstarts.</p> <p>So if Goldman can ink the right deals and deliver customer experiences that are on par with successful fintechs, it's entirely possible that it could quickly become a dominant player in this space. That very real possibility is yet another reminder of why fintechs themselves <a href="https://www.econsultancy.com/blog/69749-fintechs-are-diversifying-so-is-the-unbundling-trend-over">are trying to get bigger and diversify</a>, which is reshaping the financial services landscape they disrupted.</p> tag:econsultancy.com,2008:BlogPost/69780 2018-02-08T09:45:00+00:00 2018-02-08T09:45:00+00:00 Five ways ecommerce brands can build customer loyalty Nikki Gilliland <p>But are there really enough ways to make customers buy and buy again? </p> <p>With this in mind, let’s look outside of the obvious (point schemes) and at a few different tactics for inspiring customer loyalty, alongside the ecommerce brands that effectively utilise them.</p> <h3>Let them try before they buy</h3> <p>With brands like Amazon and ASOS setting the bar, free and fast shipping is now becoming the norm, and an expectation for customers. </p> <p>But, if it is an expectation, can it truly inspire loyalty? Perhaps to a certain extent, however, ecommerce brands are now recognising the emerging benefits of another key differentiator - the ‘try before you buy’ model. </p> <p>This strategy is based around managing risk, with brands taking away the uncertainty associated with online shopping and allowing customers to only pay for items they keep.  </p> <p>Recently, it was reported that ASOS’s decision to offer a ‘try before you buy’ service sent sales skyrocketing during a typically competitive Christmas period. The retailer’s UK sales grew 23% to reach beyond £300m in the last four months of 2017. Other brands appear to be taking note too - lingerie brand La Perla has also launched a similar initiative. </p> <p>So, why is this effective for building loyalty? Essentially, it lets customers know that they are trusted, which in turn helps to create a cycle of confidence in the brand and its service. On a basic level, it also means that customers might be less worried about the financial implications of online shopping, which could spur them on to order on a more regular basis.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Dreams do come true! Check out Klarna on the APP try before you buy</p> — ASOS (@ASOS) <a href="https://twitter.com/ASOS/status/930457360891629568?ref_src=twsrc%5Etfw">November 14, 2017</a> </blockquote> <h3>Align with consumer values</h3> <p>People are more attracted to brands that share the same values and beliefs as they do. <a href="https://www.helpscout.net/blog/brand-loyalty/" target="_blank">64% say</a> that this is the main reason they have a relationship with a brand. As a result, customers are more likely to stay loyal too if this is reinforced. For example, if they are reminded of how their custom might benefit a particular cause, or if they’re given rewards that contribute to it.</p> <p>This is shaping a new kind of loyalty programme. Last year, L’Oréal Paris launched its ‘Worth It’ rewards scheme, which gives customers the opportunity to redeem points for new products or the opportunity to give back. </p> <p>Customers can choose to donate their points to organisations represented by recipients of L’Oréal’s ‘Women of Worth’ awards, which is an awards event that recognises women for their work in altruistic fields.  </p> <p>By including a charitable element in its loyalty scheme, L’Oréal is yet another beauty brand focusing on cause marketing. The Sephora Stands programme is a similar initiative, designed to create a positive social impact through sales. By promoting philanthropic work (and recognising that customers care about more than just beauty products), these brands are creating stronger and more loyal relationships.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">We provide more training and jobs in partnership with @SephoraStands @Sephora We will empower 100,000 women the next few years #Cambodia pic.twitter.com/Zr81NgyB6F</p> — Nomi Network (@nominetwork) June 8, 2017</blockquote> <h3>Explain the benefits of loyalty</h3> <p><a href="https://econsultancy.com/blog/68114-six-tips-for-loyalty-program-success" target="_blank">Loyalty schemes</a> are proven to be an effective tool for customer retention. <a href="http://www.nielsen.com/uk/en/press-room/2013/nielsen-survey-84-percent-of-global-respondents-more-likely-to.html" target="_blank">Research suggests</a> that 84% of consumers are more likely to choose a retailer that has a loyalty programme, while 68% of millennials say they wouldn't be loyal to a brand if it doesn't have one. </p> <p>One of main the reasons that customers stop participating in schemes is because they do not offer enough or sufficient rewards (or make customers aware of them). So, it’s not just important for brands to offer customers a good loyalty programme in the first place, but to also effectively promote and communicate its benefits. </p> <p>One way to do is with a user-friendly explainer page, which helps customers understand how a programme works and encourages them to get involved. </p> <p>Urban Outfitters’ ‘UO Rewards’ page is a good example, because it puts its loyalty programme in the context of customer’s lives rather than merely outlining the details. Recognising that customers might assume that they can only claim rewards by shopping with the brand, the retailer focuses on other areas such as social sharing and visiting store events. </p> <p><img src="https://assets.econsultancy.com/images/0009/2102/Urban_Outfitters_rewards.JPG" alt="" width="780" height="513"></p> <p>In return, it explains how they can expect rewards such as further discounts, personalised prizes, and even a birthday gift if they rise to a 'VIP' loyalty status. With the majority of loyalty schemes merely involving points to redeem off products, these lifestyle-orientated rewards are likely to appeal to Urban Outfitter's young customer-base.</p> <p><img src="https://assets.econsultancy.com/images/0009/2172/UO_benefits.JPG" alt="" width="760" height="253"></p> <p>The page also effectively promotes the brand’s loyalty app, and includes a number of strong calls-to-action to drive downloads.</p> <p><img src="https://assets.econsultancy.com/images/0009/2105/UO_rewards.JPG" alt="" width="600" height="282"></p> <h3>Genuine gratitude</h3> <p>While operations can certainly make a difference, there are much more simple factors that can impact whether someone wants to come back. For example, expressing gratitude to customers can make a difference (for first-time buys as well as repeated purchases).</p> <p>Retailers automatically send confirmation emails, so a simple alternative would be to turn this into more of a thank you than a basic overview of a purchase. This is not remarkably impactful in itself, of course, but it can be a foundation on which to build an overarching email strategy, whereby a brand recognises (and shows gratitude) for loyalty over time. </p> <p>This could mean additional promo codes, or perhaps an email marking the anniversary of a purchase or <a href="https://www.econsultancy.com/blog/69314-eight-effective-examples-of-email-sign-up-forms" target="_blank">newsletter sign-up</a>. In whatever case, it shows customers that they’re valued, which is bound to strengthen a positive association with the brand. </p> <p>In turn, brands will also feel confident enough to ask for something more, such as feedback or reviews.</p> <p><img src="https://assets.econsultancy.com/images/0009/2108/Warby_Parker.JPG" alt="" width="650" height="514"></p> <h3>Be transparent (and accountable)</h3> <p>Many brands tend to be transparent only after admitting a mistake or wrong-doing. This might be somewhat effective for preventing customers from going elsewhere in the short-term – but it certainly doesn’t inspire loyalty in the long run. </p> <p>In contrast, being transparent from the get-go is much more likely to increase retention rates. Moreover, Label Insight suggests that 40% of customers say they would switch from their current preferred brand to one that offers more transparency.</p> <p>This is because transparency helps to generate trust, reassuring customers about what they can expect. Even better if a brand goes the extra mile and surpasses expectations.</p> <p>Retail brand <a href="https://econsultancy.com/blog/68119-how-everlane-is-using-an-exclusive-instagram-account-to-strengthen-customer-loyalty/" target="_blank">Everlane </a> famously displays a ‘radical transparency’ philosophy, which involves breaking down its pricing in terms of factors like manufacturing and importing. The idea is that customers can see exactly what they’re paying for. And in contrast to brands with quick supply chains, this indicates quality craftsmanship and clothing that lasts.</p> <p>By putting transparency at the heart of its marketing strategy, Everlane has managed to create a brand reputation based on openness and honesty, which in turn helps to keep its customers happy and coming back for more. </p> <p><img src="https://assets.econsultancy.com/images/0009/2171/Everlane.JPG" alt="" width="780" height="361"></p> tag:econsultancy.com,2008:WebinarEvent/926 2018-02-07T07:57:25+00:00 2018-02-07T07:57:25+00:00 Ask Me Anything - Planning for 2018 <p style="border: 0px; vertical-align: baseline;">Ask Me Anything is our new interactive webinar series designed for you to discuss strategies and pick the brains of our experts when it comes to your digital transformation.</p> <p style="border: 0px; vertical-align: baseline;">For this Ask Me Anything session, we will be exploring planning your marketing for 2018:</p> <ul style="border: 0px; vertical-align: baseline;"> <li style="border: 0px; vertical-align: baseline;">Who in the marketing department should be responsible for doing the marketing planning</li> <li style="border: 0px; vertical-align: baseline;">What should a marketing plan set out to achieve?</li> <li style="border: 0px; vertical-align: baseline;">How should marketers deal with new requirements during the year</li> <li style="border: 0px; vertical-align: baseline;">What role do agencies play in the planning process?</li> <li style="border: 0px; vertical-align: baseline;">Where should the budget for digital transformation come from?</li> <li style="border: 0px; vertical-align: baseline;">Zero-budget marketing</li> </ul> <p style="border: 0px; vertical-align: baseline;">Our panel of Econsultancy experts are <strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Eu Gene Ang</strong>, Lead Trainer, Asia, <strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Damien Cummings</strong>, Entrepreneur-in-Residence &amp; Principal Consultant, APAC, and <strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Jeff Rajeck</strong>, Research Analyst, APAC.</p> <p style="border: 0px; vertical-align: baseline;">Register for the webinar and <a href="https://goo.gl/forms/PvtkXyDDjlPOiz852">submit </a>your questions by 7 March 2018. We aim to answer all the questions during the webinar session.</p> <p style="border: 0px; vertical-align: baseline;">Tweet about the webinar using the hashtag <strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">#EconAMA</strong>.</p> <p style="border: 0px; vertical-align: baseline;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Webinar done in collaboration with:</strong>      <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.ntuc.org.sg/uassociate/" target="_blank"><img style="font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;" src="https://assets.econsultancy.com/images/resized/0008/9214/u_associate__integration_endorsement__logo-blog-flyer.png" alt="" width="202" height="62"></a></p> <p style="border: 0px; vertical-align: baseline;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">FAQ:</strong></p> <p style="border: 0px; vertical-align: baseline;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">I'm not an Econsultancy subscriber, can I join?</strong></p> <p style="border: 0px; vertical-align: baseline;">Ans: You sure can. The sessions are complimentary for existing customers and new friends.</p> <p style="border: 0px; vertical-align: baseline;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Will the session be recorded?</strong></p> <p style="border: 0px; vertical-align: baseline;">Ans: Yes! We record all of our webinars, and we'll send out a link to the recording the following week.</p> <p style="border: 0px; vertical-align: baseline;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">What if I register but can't make it?</strong></p> <p style="border: 0px; vertical-align: baseline;">Ans: It's all good. We'll send a follow-up with key takeaways and a link to the recording.</p> <p style="border: 0px; vertical-align: baseline;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Can I ask questions?</strong></p> <p style="border: 0px; vertical-align: baseline;">Ans: Absolutely! This session is for you. Please <strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">submit your questions <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://goo.gl/forms/GqXslFnHdjYGvnul1" target="_blank">here</a></strong> and hear our experts respond to your questions at the live webinar.</p> tag:econsultancy.com,2008:ConferenceEvent/925 2018-02-07T07:29:16+00:00 2018-02-07T07:29:16+00:00 Digital Intelligence Briefing 2018 <p>This Digital Intelligence Briefing on 9 April 2018 will continue to highlight the most important digital trends and developments (curated by our research analysts) you should be aware about, and also sharing the latest trends, the modern marketing model, the state of ecommerce marketplaces and managing critical marketing relationships.</p> <p>Join us at this half-day session as we curate and highlight the key digital trends, challenges, opportunities and developments that are going to affect how markets are operating, what tools are being used, and how digital marketing practices are changing - making it simple for you to keep track of the key developments in digital technology and marketing.</p> tag:econsultancy.com,2008:BlogPost/69775 2018-02-02T14:06:49+00:00 2018-02-02T14:06:49+00:00 The best digital marketing stats we’ve seen this week Nikki Gilliland <p>This week’s includes news about Google, travel ads, global internet usage, and lots more to boot. Check out the <a href="https://econsultancy.com/reports/internet-statistics-compendium" target="_blank">Internet Statistics Compendium</a> for further statistical goodness.</p> <h3>Google Shopping dominated by its own ads</h3> <p>Last year, the European Commission accused Google of gaining an unfair advantage over other price comparison sites, leading to Google pledging to make changes to allow competitors to bid on equal terms.</p> <p>However, <a href="https://blog.searchmetrics.com/us/2018/01/29/google-shopping-revamped-fairer-to-competitors/?utm_source=PR&amp;utm_medium=external+media&amp;utm_campaign=2018%2F01-EN-Blog-Google-Shopping" target="_blank">a study</a> by Searchmetrics suggest that this has made little difference, as it found just 0.4% of the product listing ads (PLA) that appear in desktop searches in UK Google Shopping are from rival comparison services. </p> <p>Overall, just 6.1% of Shopping Units include at least one PLA from a competing comparison site. When taking into consideration the fact that many Shopping Units include a carousel of up to 29 PLAs (and some formats can include up to a 100), the overall rate of rival ads is still very limited.</p> <p><img src="https://assets.econsultancy.com/images/0009/2042/Searchmetrics.JPG" alt="" width="697" height="375"></p> <p><strong>More on Google:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/68264-six-clever-ways-to-optimise-google-shopping-campaigns" target="_blank">Six clever ways to optimise Google Shopping campaigns</a></li> <li><a href="https://econsultancy.com/blog/67857-google-introduces-shopping-ads-to-image-search-the-expert-view/" target="_blank">Google introduces Shopping Ads to image search: The expert view</a></li> </ul> <h3>Digital ads play a huge role in travel decisions </h3> <p>A <a href="http://www.phocuswright.com/Free-Travel-Research/The-Travel-Marketers-Guide-to-the-US-Digital-Travel-Landscape" target="_blank">new report</a> from Phocuswright has revealed how digital media is playing a huge role in travel-related decisions, with 72% of US consumers saying they recall having seen an online ad while planning their last trip. What’s more, over half of travellers who recalled those online ads said they were both helpful and influential. This comes from a survey of over 1,600 US business and leisure travellers in September 2017.</p> <p>Elsewhere, the report highlights the rise of mobile, as well as the ingrained reliance on desktop for booking. Despite 37% and 43% of travellers having used their smartphone to shop for flights and accommodation respectively, less than half of flight shoppers and slightly more than half of hotel shoppers went on to book on their phones.</p> <p>For the time being, it seems that travel brands are mirroring this behaviour, with companies allocating under half of their digital marketing budgets to mobile-specific platforms, and the rest still being focused on desktop.</p> <p><img src="https://assets.econsultancy.com/images/0009/2043/phocuswright.JPG" alt="" width="780" height="428"></p> <p><strong>More travel articles:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69763-six-of-the-best-travel-brands-on-youtube-snapchat-instagram-twitter-pinterest-linkedin" target="_blank">Six of the best travel brands on YouTube, Snapchat, Instagram, Twitter, Pinterest &amp; LinkedIn</a></li> <li><a href="https://www.econsultancy.com/blog/69763-six-of-the-best-travel-brands-on-youtube-snapchat-instagram-twitter-pinterest-linkedin" target="_blank">Six excellent hotel websites (and how they encourage direct booking)</a></li> </ul> <h3>Number of global internet users surpasses 4bn</h3> <p>The <a href="https://wearesocial.com/blog/2018/01/global-digital-report-2018" target="_blank">Digital 2018 report</a> from We Are Social and Hootsuite has revealed that the number of internet users in the world has surpassed the 4 billion mark, putting more than half the global population online. Global social media usage has also increased by 13% in the last 12 months, reaching nearly 3.2 billion users.</p> <p>Meanwhile, 95% of the UK population now uses the internet, which is an increase of 5% from 2017. Similarly, Brits now spend almost six hours online every day, with a third of that time spent using social media.</p> <p>The report also found that global growth of the internet is fuelling ecommerce, with 1.77 billion internet users purchasing consumer goods online in 2017 - an increase of 8% compared to the previous year. Collectively, consumers spent a total of USD $1.474 trillion on ecommerce platforms in the past 12 months, which is 16% more than in 2016.</p> <p><img src="https://assets.econsultancy.com/images/0009/2041/We_Are_Social.JPG" alt="" width="780" height="438"></p> <h3>Younger children are adopting voice recognition technology</h3> <p>From a survey of more than 2,000 children in schools across the UK, Childwise Monitor <a href="http://www.childwise.co.uk/reports.html#monitorreport" target="_blank">has discovered</a> that four in 10 kids aged nine to 16 are already using voice recognition technology.</p> <p>42% of children aged nine to 16 access voice recognition gadgets at home - 36% use Apple’s Siri, 20% use Microsoft’s Cortana, 15% use Amazon’s Alexa at home and 7% use Google Assistant.</p> <p>So, what are this new ‘Alexa generation’ using the tech for? The research suggests that the majority of children use it to search for information, with one in seven typically asking for help with their homework. One in nine ask their digital assistants to play music.</p> <p>Interestingly, it seems that younger children are more comfortable with the technology than those who are older. Fewer than half of teenagers aged 15 to 16 who have the technology at home say they use it at all – perhaps due to the fact that they haven’t grown up with it (and therefore feel less accustomed). </p> <p><strong>More on voice tech:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69724-how-will-voice-technology-change-consumer-behaviour" target="_blank">How will voice technology change consumer behaviour?</a></li> <li><a href="https://www.econsultancy.com/blog/69610-what-do-voice-user-interfaces-mean-for-marketers-brands" target="_blank">What do voice user interfaces mean for marketers &amp; brands?</a></li> </ul> <h3>89% of marketers are prioritising email in 2018</h3> <p>Despite the growing popularity of mobile apps and social media channels, the majority of marketing professionals still view email as primary focus. This news comes from Yes Lifecycle Marketing, who <a href="http://www.yeslifecyclemarketing.com/resources/whitepaper/using-audience-insights" target="_blank">surveyed over 300 marketers</a> to find out their priorities for 2018.</p> <p>89% of marketers said that email is one of their top three priorities for the year ahead, while 45% ranked it as number one overall. This is likely to be due to proven and somewhat reliable ROI of email marketing. Elsewhere, 71% of marketers ranked website and 56% ranked social media channels as one of their top three priorities for 2018. In comparison, just 27% and 17% of marketers included channels like push notifications and direct mail in the ranking.</p> <p><img src="https://assets.econsultancy.com/images/0009/2044/yes_lifecycle_marketing.JPG" alt="" width="780" height="364"></p> <p>Interestingly, just 10% of marketers said they will prioritise the in-store experience in 2018, despite a separate study showing the majority of consumers rank this as influential.</p> <p>You can read more on how <a href="https://econsultancy.com/blog/69754-how-lush-is-raising-the-bar-for-in-store-experience" target="_blank">Lush is raising the bar for in-store experience here</a>.</p> <p><strong>More on email:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69730-ask-the-experts-email-marketing-optimisation/" target="_blank">Ask the experts: Email marketing optimisation</a></li> <li><a href="https://econsultancy.com/blog/69733-how-consumer-tech-habits-could-be-impacting-email-success/" target="_blank">How consumer tech habits could be impacting email success</a></li> </ul> <h3>Study suggests brands should measure attention</h3> <p>A new study <a href="https://www.warc.com/content/article/How_ad_attention_leads_to_purchase/117777" target="_blank">highlighted by Admap</a> suggests that it could be worthwhile for brands to look beyond typical metrics to measure consumer attention.</p> <p>In a study that used gaze technology to measure the effects of attention, a strong correlation between higher levels of attention and sales was found. In other words, active attention was seen to drive more sales than less conscious levels of passive attention. </p> <p>The study also considered whether high-arousal emotions deliver more attention (and therefore the potential for sales). Interestingly, however, this was not the case, as the uplift in sales and attention gained from an ad that generated a positive and high-arousal response was less than that gained from the ad simply being visible. This suggests that while quality is important, overall visibility is crucial.</p> <h3>Top travel ads suggest Brits are keen to holiday at home</h3> <p>4C has revealed the top 10 travel TV ads for January 2018 by measuring each ad in terms of the amount of social conversation it generated. </p> <p>Center Parcs and Haven achieved joint fifth place in the ranking, with a TV social lift score of 89%. Additionally, Butlins show a 76% social lift, perhaps suggesting that 2018 will see yet another increase in staycations in the UK.</p> <p>That being said, bigger airlines still came out on top, with Virgin Holidays topping the list with its “screw it, let’s do it” ad. The brand’s TV spot saw it achieve a TV social lift score of 109%. Elsewhere, Jet2holidays came in at 3rd place with a TV social lift of 103%, while British Airways fared pretty well with a score of 90% - despite the brand suffering from notable controversy throughout 2017.</p> <p>Interestingly, TUI (formerly Thomson) was entirely absent from the list, suggesting that its recent rebrand failed to connect with consumers.</p> <p><iframe src="https://www.youtube.com/embed/T0mY68KvLn0?wmode=transparent" width="854" height="480"></iframe></p> tag:econsultancy.com,2008:Report/3008 2018-01-29T15:33:00+00:00 2018-01-29T15:33:00+00:00 Internet Statistics Compendium Econsultancy <p>Econsultancy’s <strong>Internet Statistics Compendium</strong> is a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media. </p> <p><strong>The compendium is available as 11 main reports across the following topics:</strong></p> <ul> <li><strong><a href="http://econsultancy.com/reports/advertising-media-statistics">Advertising</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/content-statistics">Content</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/customer-experience-statistics">Customer Experience</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/web-analytics-statistics">Data and Analytics</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/demographics-technology-adoption">Demographics and Technology Adoption</a></strong></li> <li><strong><a href="http://econsultancy.com/uk/reports/ecommerce-statistics">Ecommerce</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/email-ecrm-statistics">Email and eCRM</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/mobile-statistics">Mobile</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/search-marketing-statistics">Search</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/social-media-statistics">Social</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/strategy-and-operations-statistics">Strategy and Operations</a></strong></li> </ul> <p>Updated monthly, each document is a comprehensive compilation of internet statistics and digital market research with data, facts, charts and figures. The reports have been collated from information available to the public, which we have aggregated together in one place to help you quickly find the internet statistics you need - a huge time-saver for presentations and reports.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p><strong>Sector-specific data and reports are also available:</strong></p> <ul> <li><strong><a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B</a><br></strong></li> <li><strong><strong><a title="Financial Services and Insurance Internet Statistics Compendium" href="https://econsultancy.com/reports/financial-services-and-insurance-internet-statistics-compendium/">Financial Services and Insurance</a></strong></strong></li> <li> <strong><a title="Healthcare and Pharmaceuticals Internet Statistics Compendium" href="https://econsultancy.com/reports/healthcare-and-pharmaceuticals-internet-statistics-compendium/">Healthcare and Pharmaceuticals</a></strong><strong> </strong> </li> <li><strong><a title="Retail Statistics Compendium" href="https://econsultancy.com/reports/retail-statistics-compendium/" target="_self">Retail</a></strong></li> <li><strong><a title="Travel Statistics Compendium" href="https://econsultancy.com/reports/travel-statistics-compendium/" target="_self">Travel</a></strong></li> </ul> <p><strong>Regions covered in each document (where data is available) are:</strong></p> <ul> <li><strong>Global</strong></li> <li><strong>UK</strong></li> <li><strong>North America</strong></li> <li><strong>Asia</strong></li> <li><strong>Australia and New Zealand</strong></li> <li><strong>Europe</strong></li> <li><strong>Latin America</strong></li> <li><strong>MENA</strong></li> </ul> <p>A sample of the Internet Statistics Compendium is available for free, with various statistics included and a full table of contents, to show you what you're missing.</p> tag:econsultancy.com,2008:BlogPost/69751 2018-01-26T12:39:27+00:00 2018-01-26T12:39:27+00:00 10 of the best digital marketing stats we’ve seen this week Nikki Gilliland <h3><strong>Influencer posts on Instagram doubled in 2017</strong></h3> <p>According to <a href="https://www.emarketer.com/content/instagram-influencer-marketing-doubled-last-year" target="_blank">new data</a> from Klear, the number of influencer posts on Instagram doubled in 2017, reaching more than 1.5m in total.</p> <p>Klear also found that nearly three-quarters of Instagram influencers fell into the 18 to 34 age range, with those aged 18 to 24 accounting for 42% of them.</p> <p>Interestingly, Klear only took into consideration posts containing hashtags such as #ad or #sponsored, which are recommended by the FTC as a way to highlight brand-sponsored posts.</p> <p>With influencers still appearing to flout the rules and neglecting to disclose brand partnerships, this is likely to mean that a number of influencer posts also slipped under the radar. Just last April, the FTC sent reminder letters to hundreds of brands and influencers, once again reiterating the need for transparency.</p> <p><img src="https://assets.econsultancy.com/images/0009/1865/instagram.jpg" alt="" width="650" height="433"></p> <p><strong>More on influencers:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69697-is-the-influencer-marketing-bubble-set-to-burst" target="_blank">Is the influencer marketing bubble set to burst?</a></li> <li><a href="https://econsultancy.com/blog/69196-11-impressive-influencer-marketing-campaigns" target="_blank">11 impressive influencer marketing campaigns</a></li> </ul> <h3>Tablet sales decline for 11 consecutive quarters</h3> <p>A new report by DeviceAtlas has revealed that tablet sales have been declining for 11 quarters in a row. In Q2 2017, there were 37.9m tablets shipped compared to a staggering 341.6m smartphones in the same time period. </p> <p>The gap between tablets and smartphones is even more visible when taking into consideration usage statistics. Tablet usage ranges between 2% and 16.9% depending on the country, with the countries with the highest tablet usage being developed markets such as France and Germany.</p> <p>The report also compares web traffic for two of the biggest smartphone manufacturers in the world – Samsung and Apple. According to data, Apple is ahead of Samsung in Australia, Canada, Sweden, UK, and the USA. Interestingly though, during the last four quarters, Apple has dropped 4% traffic in the UK and 11% in France. Meanwhile, Samsung usage dominates in countries including Argentina, Egypt, Germany, and Italy.</p> <h3>Publishers gained and lost search visibility in 2017</h3> <p>Searchmetrics <a href="https://blog.searchmetrics.com/us/2018/01/22/google-winners-losers-2017/?utm_source=PR&amp;utm_medium=external+media&amp;utm_campaign=2018%2F01-EN-Winner%2FLoser+2017" target="_blank">has revealed</a> which websites saw the biggest gains and losses in search visibility last year. The study is based on analysis of the change in organic search performance for each website during 2017.</p> <p>57% of the sites that saw the biggest gains were publishers, including the Guardian and the Sun. However, it seems that category isn’t the biggest indicator of success, as 44% of sites that saw losses were also publishers. YouTube was the overall winner in search visibility, taking the number one spot ahead of dictionary website Merriam Webster.</p> <p>Elsewhere, several social media sites including Reddit, Tumblr, and Pinterest saw losses, as did music-related sites like AZ Lyrics and Metro Lyrics.</p> <p>Insight suggests that two major Google algorithm updates were the main cause. First, ‘Phantom V’ – which aimed to improve the quality of content appearing in search results, and ‘Fred’ - which punished sites with ad-heavy, low quality content.</p> <p><strong>More on Google:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69693-seven-quick-steps-to-prepare-for-google-s-mobile-first-index" target="_blank">Seven quick steps to prepare for Google's mobile-first index</a></li> <li><a href="https://econsultancy.com/blog/69201-four-search-engine-marketing-updates-busy-marketers-might-have-missed" target="_blank">Four search engine marketing updates busy marketers might have missed</a></li> </ul> <h3>59% of companies planning for conversational commerce</h3> <p>Econsultancy’s <a href="https://econsultancy.com/reports/ecommerce-performance/" target="_blank">Ecommerce Performance</a> report, which is based on a survey of more than 400 ecommerce professionals, suggests that 60% of companies will experiment with conversational commerce by 2020. This is likely to take the form of chatbots to help steer users towards a purchase.</p> <p>Next up in terms of future priorities, 55% of companies rate artificial intelligence for personalisation as their next focus for experimentation, while 44% say the same for digital wallets. </p> <p>Rather surprisingly, just 18% of companies say that they are planning to experiment with voice technology, despite a huge surge in <a href="https://www.econsultancy.com/blog/69724-how-will-voice-technology-change-consumer-behaviour" target="_blank">popularity of voice assistants</a> including Google Home and Amazon Echo. Rather than a lack of interest in the technology and its potential, however, perhaps we can put this down to the technology’s scale, with many ecommerce companies instead choosing to focus on short-term and achievable goals to improve performance such as multiple payment options, mobile UX, and checkout.</p> <p><img src="https://assets.econsultancy.com/images/0009/1861/ecommerce_performance.JPG" alt="" width="602" height="473"></p> <p><strong>You can read more <a href="https://econsultancy.com/blog/69741-just-half-of-ecommerce-companies-do-regular-usability-testing-but-60-planning-conversational-commerce/" target="_blank">insight from  the report here</a>.</strong></p> <h3>36% of internet users discover new brands from TV ads</h3> <p>According to Global Web Index’s <a href="https://insight.globalwebindex.net/e1t/c/*MWK9rvrY4_7W3bMLWs6W98Gn0/*W1gTdfw793BKkW6bhS6B7vrw9V0/5/f18dQhb0SfHy9ctyq0W9hCyTX5D47MtN243x6js1jxdW2SkrRC384nqCW5q9cPw8yygZHVPdD3D5rQJ9_W8l8TDs5rjr7BW8r4Cxz8wxl18W8v318N8r4KxqW3GtThy5ycchLW8yVgLR8l2nT4W5y5jh-1rfXlzW1kRpb77YCP78W8PS4SZ6L67prN67LfkcdfskBW560qrC5ZpycSW57-ZBT83C5JPW37Rhtb7NrMZsW3ndfYD5DFWr2W5mKjF63mbPRVW6R4d2j7P1-wWN33FK-yqPkxDVnjZC88kpk-gW1RHlbz7LRJtCW85gb3l5pCpWVW6znMd27JXknMW7xrf8j768jtSW1yl2Zm4M-k18W7t5wBH7spTh2W9gwLh59d5pZgVsVFl14c_MdYW7wQ2z92LDT79Mprgq8mVKF0W32Gdz64cXfb4W1FgRJH6W1v3DW75WPyS2rt-tpW7JH30L2bVTm6W7wV4z18NPW40N1_ck3jrX3l1N6VzPC-nH3-pW7ZlrGc5Ckq7hW25Zhwb2F5wNZW6Lsr_b1Q2FfdW1L9wgV4J35SnW2N3Dcp808NM2W6_J4Q_7qSSHvW7SLv-m7yYcD6W3CwjM246MpLqW13fYwc2z7R2zVcSpB02VR305102" target="_blank">latest report</a> (which comes from a survey of over 350,000 internet users aged 16 to 64), traditional television remains the most effective form of advertising. Despite 30% of consumers saying they discover brands from online ads, 36% say they do so via TV adverts.  </p> <p>Unsurprisingly, traditional forms of advertising are said to have the most impact on older generations, while younger consumers are more receptive to other forms. For example, 16 to 24-year olds are three times as likely as 55 to 64-year olds to discover brands via in-app advertising. </p> <p>Similarly, younger consumers are the most influenced by branded content on social media, which has resulted in influencers gaining even more marketing power. More than half of 16 to 24 year olds say they have watched a vlog in the last month, while about a fifth are actively following vloggers on social platforms. </p> <p><img src="https://assets.econsultancy.com/images/0009/1863/GWI.JPG" alt="" width="600" height="451"></p> <p><strong>Relating reading:</strong></p> <p><a href="https://www.econsultancy.com/blog/69559-ask-the-experts-how-to-integrate-your-programmatic-and-tv-ad-strategy" target="_blank">Ask the experts: How to integrate your programmatic and TV ad strategy?</a></p> <h3>UK ad viewability hits three and a half year high</h3> <p>In the final quarter of 2017, the proportion of banner ads served that met minimum viewability guidelines rose from 52% to 56%. According to Meetrics, this means that UK ad viewability hit their highest level since Q2 2014.</p> <p>This also means that the UK is starting to catch up with other countries, overtaking both Switzerland and Poland and falling just behind Germany. With 67% ad viewability, Austria leads the way in Europe, followed by Italy with 63% and France with 62%.</p> <p><img src="https://assets.econsultancy.com/images/0009/1864/meetrics.PNG" alt="" width="780" height="518"></p> <h3>Emojis can boost completion of mobile surveys</h3> <p>A recent study by the Journal of Advertising Research (JAR) suggest that the <a href="http://www.journalofadvertisingresearch.com/content/57/4/462" target="_blank">use of emojis</a> could increase engagement in smartphone surveys without hurting data quality.</p> <p>As it stands, the number of people that abandon surveys on their smartphone are typically around twice as many that abandon surveys on a desktop or laptop. Completion times are also longer on smartphones, which is also likely to contribute to a higher abandonment rate.</p> <p>In its research, JAR found that the use of emojis reduced drop-off rates, improved overall survey satisfaction, and provided comparable data. With emojis already infiltrating into other areas such as email marketing and brand communication, could it be too long before we see emoji-only surveys? We’ll leave you to ponder that one.</p> <p><strong>More on emoji:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69595-emojis-in-email-subject-lines-smiley-face-or-smiley-poop" target="_blank">Emojis in email subject lines: smiley face, or smiley poop?</a></li> <li><a href="https://econsultancy.com/blog/69261-how-to-use-emoji-to-boost-hotel-marketing" target="_blank">How to use emoji to boost hotel marketing</a></li> <li><a href="https://econsultancy.com/blog/69239-will-emoji-search-ever-catch-on-kayak-certainly-hopes-so" target="_blank">Will emoji search ever catch on? Kayak certainly hopes so</a></li> </ul> tag:econsultancy.com,2008:BlogPost/69744 2018-01-22T12:30:00+00:00 2018-01-22T12:30:00+00:00 Is the new Amazon Go the future of brick-and-mortar retail? Patricio Robles <p>Amazon Go, which Recode <a href="https://www.recode.net/2018/1/21/16914188/amazon-go-grocery-convenience-store-opening-seattle-dilip-kumar">calls</a> a high-tech version of a 7-Eleven, a large convenience store chain in the U.S., has been under development for five years and started with a simple question, “What can we do to improve on convenience?”</p> <p>Amazon's answer, in large part: get rid of checkout.</p> <p>Thanks to a mobile app, cameras, sensors, computer vision and deep learning, shoppers at Amazon Go are able pick items off the shelf and leave the store without having to wait in line and pay. Instead, Amazon simply tracks what they've taken and automatically charges them accordingly.</p> <p>Amazon refers to this as a Just Walk Out Shopping experience and calls the technology behind it “the most advanced shopping technology.”</p> <p><iframe src="https://www.youtube.com/embed/NrmMk1Myrxc?wmode=transparent" width="560" height="315"></iframe></p> <h3>Will it work?</h3> <p>The big question: will it work? From a technical perspective, Amazon had to overcome significant challenges to bring Amazon Go to market. Implementing a system by which an individual can pick items off the shelf, or put them back, and have a virtual cart that tracks what they've taken or returned, was obviously no easy feat.</p> <p>And this gets even more complicated in a real-world environment. As Recode explained, Amazon is launching Amazon Go a year later than it had hoped to after a beta test open to Amazon employees encountered hiccups. A crowded store creates room for error. For example, if two people who look similar are shopping in proximity to each other, Amazon's technology needs to be able to tell them apart. It also needs to deal with scenarios such as an item being taken off of one shelf and being returned to another shelf.</p> <p>There's every reason to believe that Amazon is capable of sorting out technical issues that might arise with its Just Walk Out Shopping experience but at the same time, it's clear that Amazon isn't infallible, especially when it comes to brick and mortar commerce.</p> <p>Case in point: last week saw headlines suggesting that Whole Foods, the supermarket chain Amazon acquired for more than $13bn last year, <a href="http://www.businessinsider.com/whole-foods-employees-reveal-why-stores-are-facing-a-crisis-of-food-shortages-2018-1">has experienced problems</a> under Amazon's umbrella. According to those reports, some Whole Foods stores have seen “a crisis of food shortages” that have infuriated some customers. An inventory management system called order-to-shelf, or OTS for short, is said to be the culprit. Not surprisingly, some are questioning whether this is related to Amazon's ownership and control of the company.</p> <h3>An uncertain future</h3> <p>As far as Amazon is willing to state publicly, Amazon Go isn't the future of its brick-and-mortar operations. The company's official position is that it has no plans to put Amazon Go's technology to use in Whole Foods or its Amazon Books stores.</p> <p>But that could obviously change if Amazon Go works and customers embrace it and for that reason, brick-and-mortar retailers, some of which are working on their own automation technologies, would be wise to pay close attention to Amazon Go. Some, like the New York Times' Nick Wingfield, even <a href="https://www.nytimes.com/2018/01/21/technology/inside-amazon-go-a-store-of-the-future.html">suggest</a> that Amazon might one day license the Amazon Go technology much the same way it licenses its cloud computing services through Amazon Web Services (AWS).</p> <p>Of course, even if Amazon Go becomes the latest Amazon effort to disrupt the industry, it doesn't mean that it's the Future with a capital 'f'. As the backlash against startups like Bodega, which wanted to replace the corner convenience store with a modern-looking vending machine, has demonstrated, many consumers still value a human-based customer experience and the relationships that can come with it.</p> <p>This is particularly true in retail markets like luxury, so if and as experiences like Amazon Go become more common, there will almost certainly be an opportunity for retailers to differentiate themselves by going in the opposite direction.</p>