tag:econsultancy.com,2008:/topics/ecommerce Latest Ecommerce content from Econsultancy 2017-09-22T14:24:47+01:00 tag:econsultancy.com,2008:BlogPost/69445 2017-09-22T14:24:47+01:00 2017-09-22T14:24:47+01:00 10 exciting digital marketing stats we’ve seen this week Nikki Gilliland <p>On we go.</p> <h3>Media agencies are wasting two days a week on admin-based tasks</h3> <p>New research by 4C suggests that media agency professionals are wasting the equivalent of two days per week performing admin, instead of focusing on creative and strategic tasks.</p> <p>In a survey of over 200 professionals, 84% of respondents said that they feel concerned about the actual value their agency brings to brands, and whether they are truly offering them value for money. </p> <p>The execution of social campaigns appears to be driving this concern, with 36% of respondents admitting that switching between platforms to manage campaigns is the biggest annoyance of their job. Some reportedly spend 17 hours per week doing this. Frustratingly, 63% said they believe the amount of time spent working on social campaigns will only increase over the next few years.</p> <p><img src="https://assets.econsultancy.com/images/0008/9105/4C.JPG" alt="" width="580" height="372"></p> <h3>Nearly a quarter of digital marketers don’t track marketing spend</h3> <p>According to research by Greenlight, digital marketers are suffering from a worrying level of uncertainty. </p> <p>It found that 36% of survey respondents don’t have confidence in their campaign targeting, while 18% don’t think their campaigns are reaching their desired audience at all.</p> <p>Alongside this, it appears marketers are also unsure about where their marketing spend is actually going. One in ten marketers are not even sure which channels are the most valuable for their campaigns, and 17% are yet to commit their budgets accordingly. Even worse, 23% are failing to track campaign spend whatsoever.</p> <p><a href="https://econsultancy.com/blog/69432-restoration-hardware-bid-on-3-200-keywords-found-98-of-its-ppc-sales-came-from-just-22-brand-terms/">Here's a somewhat-related cautionary tale about PPC</a>.</p> <h3>25% of internet users use a VPN network</h3> <p>In a study of VPN (virtual private network) usage around the world, <a href="http://insight.globalwebindex.net/vpn-usage-around-the-world?utm_campaign=VPN%20Usage%20Around%20The%20World&amp;utm_source=hs_email&amp;utm_medium=email&amp;utm_content=56524113&amp;_hsenc=p2ANqtz-9BFGKHYG9SI5WGcZaWaiorCGsdLV-cu_4llCF9RLxP_1AsqA0w7CJEXzSRH64Kva36hetevTnlUgwRHdG7IcFeZCp-pRXbxikV71F-CczXZzlK0Nk&amp;_hsmi=56549588" target="_blank">GlobalWebIndex</a> has found that 25% of internet users have used a VPN in the past month, and that 42% of these use a VPN daily. </p> <p>When it comes to the motivation for doing so, 50% of people said that they use a VPN for better access to entertainment, 34% said better access to social networks or news services, and 31% said to maintain anonymity while browsing.</p> <p>The study also found VPN usage to be lower in North America and Europe, with the top markets being Indonesia, India, and Turkey.</p> <p><img src="https://assets.econsultancy.com/images/0008/9107/VPN.JPG" alt="" width="650" height="323"></p> <h3>63% of consumers want biometric technology in-stores</h3> <p>Following on from the launch of the new iPhone, a report by <a href="http://www.worldpay.com/us/about/media-center/2017-09/shoppers-give-thumbs-up-to-in-store-biometrics" target="_blank">Worldpay</a> has revealed that consumers are growing increasingly demanding of new payment technology.</p> <p>In a survey of 2,500 consumers across the UK, 63% of respondents said they would like to be able to use a biometric scan to authorise payments in-store. 69% of consumers said they’d be open to using a finger to do so, while 24% said their face, and 33% said they’d be willing to use their eyes.</p> <p>Worldpay also found that consumers expect speed and convenience in other areas. Click-and-collect is highly in-demand, as are automated payments and bots - 65% of consumers said they’d rather pay a robot than waste time flagging down a waiter in a restaurant.</p> <h3>Mobile video ad spend jumps 142% in Q2</h3> <p>According to <a href="http://info.smaato.com/hubfs/Reports/Smaato_Global_Trends_in_Mobile_Advertising_Report_Q2_2017.pdf" target="_blank">Smaato</a>, spend on mobile video ads increased by 142% in Q2 2017, making it the fastest-growing mobile ad format.</p> <p>Rewarded video (full screen video ads that users can view in full in exchange for in-app rewards) was the fastest growing format, with spend increasing by 74%. In-app spending accounted for 94% of total mobile ad spending in Q2, compared with just 75% in 2016.</p> <p>Finally, full-screen interstitials were the most popular ad format among advertisers, accounting for almost two thirds of total mobile video ad spending in Q2.</p> <p><img src="https://assets.econsultancy.com/images/0008/9106/Smaato.JPG" alt="" width="600" height="392"></p> <h3>60% of 25 to 34-year olds find it easier to chat to brands via text</h3> <p>Mindshare’s <a href="http://www.mindshareworld.com/sites/default/files/FutureofRetailAW.pdf" target="_blank">UK retail trends</a> report has revealed the growing demand for instant and 24-hour customer service.</p> <p>Today, 60% of 25 to 34-year olds say that they find it easier to chat to brands via text message, online chat, or messenger apps. Meanwhile, 27% say they have used a chatbot in order to communicate with a brand.</p> <p>The report also found that consumer’s attitude to data is somewhat conflicted. Despite the demand for personalisation, with 56% of people saying that brands should be doing more with their data, 65% say they are still very selective about the companies they share it with.</p> <h3>Twice as many adults use the internet via a mobile than desktop</h3> <p><a href="http://www.vertoanalytics.com/10024-2/" target="_blank">Verto Analytics</a> has revealed that smartphones are now twice as popular than PC’s when it comes to accessing the internet.</p> <p>When tracking which devices 5,000 UK adults used to go online, it found that smartphones accounted for 57% of people, while traditional PCs accounted for 27%, and tablets for 16%.</p> <p>Smartphone usage was shown to peak during the morning, with this device accounting for 63% of the people online between 8am to 11am – three times as many people using a PC at that time. Meanwhile, desktop computers were found to have the largest audience share of 38% between the hours of 1am and 3am. </p> <p><img src="https://assets.econsultancy.com/images/0008/9109/Smartphone_PC.JPG" alt="" width="640" height="344"></p> <h3>Online retailers see unexpected growth in August</h3> <p>The latest <a href="https://www.ons.gov.uk/businessindustryandtrade/retailindustry/bulletins/retailsales/august2017#whats-the-story-in-online-sales" target="_blank">ONS</a> (Office for National Statistics) figures show that the average weekly UK online spend in August was £1.1bn - an increase of 15.6% compared with August 2016.</p> <p>This means that the amount spent online accounted for a total of 16.4% of all retail spending for the month, excluding automotive fuel. This figure is also up compared to 15% in August last year.</p> <p>Despite this year-on-year growth, Salmon has highlighted that shoppers have been predominantly spending on non-necessity and luxury goods and services, with the summer holidays and an increase in tourism contributing to this. As a result, Salmon predicts a dip in online spend as Autumn approaches.</p> <p><img src="https://assets.econsultancy.com/images/0008/9108/ONS.JPG" alt="" width="650" height="381"></p> <h3>Female influencers favour Instagram over Snapchat</h3> <p>Collective Bias has revealed that female <a href="https://www.econsultancy.com/reports/the-rise-of-influencers">influencers</a> are uninterested in Snapchat, with zero survey respondents saying that it is the most important channel to them. In contrast, 28.4% of influencers said that Instagram is invaluable.  </p> <p>Perhaps surprisingly, Pinterest came second in the survey, with 26.4% of respondents saying that they favoured the platform the most. </p> <p>Facebook and Twitter fared less well, but this is likely due to the less visual nature of the platforms as well as the subsequent lack of opportunity for sponsored, one-off posts.</p> <h3>Brits spend nearly eight hours per day consuming media</h3> <p>The <a href="http://ipa.us4.list-manage.com/track/click?u=1f2c3c8034116a764afbdc0a5&amp;id=e6d608e522&amp;e=cf106b3443" target="_blank">IPA Touchpoints</a> report has revealed that adults are spending seven hours and 56 minutes a day consuming media – an increase of 9% from 2016 and 13% from 2005.</p> <p>This means that adults spend just over two hours a day media multi-tasking (which means watching TV or using a laptop or smartphone while doing other things) – or nearly a quarter of that time spent consuming media in total.</p> <p>In terms of medium, television or video remains the most popular, with adults viewing an average of four hours and 35 minutes per week. Meanwhile, out of home media accounts for three hours 28 minutes, and social networking or messaging accounts for two hours and 53 minutes.</p> tag:econsultancy.com,2008:BlogPost/69426 2017-09-20T10:14:00+01:00 2017-09-20T10:14:00+01:00 How Polish fashion retailer Reserved is targeting UK shoppers Nikki Gilliland <p>Here’s a run-down of Reserved, and how it’s aiming to grab a slice of the £36bn that Brits spend on clothing every year.</p> <h3>Influence and hype</h3> <p>Unlike Zara, which first opened in the UK in 1998 with zero fanfare, Reserved has worked hard on generating hype about the brand’s arrival. One of its biggest wins has been to enlist Kate Moss as the face of its Autumn/Winter range, as well as asking her to appear at the store on the day of its launch.</p> <p>This has undoubtedly generated a certain amount of buzz and interest about the brand. After all, Kate Moss is known for being highly influential in fashion circles – so her backing has definitely helped to ramp up Reserved’s cool-factor.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Kate Moss brings Reserved to London <a href="https://t.co/yW78906d1Q">pic.twitter.com/yW78906d1Q</a></p> — JACK (@JackAgency) <a href="https://twitter.com/JackAgency/status/907343909415682049">September 11, 2017</a> </blockquote> <p>As well as Kate, Reserved has also worked with other <a href="https://econsultancy.com/blog/69196-11-impressive-influencer-marketing-campaigns" target="_blank">social media influencers</a> to get the word out. Popular YouTuber Tanya Burr was also in attendance on launch day, where she vlogged her entire experience. This meant that Burr’s 3m subscribers would also hear about the brand, and probably seek it out as a result of her influence.</p> <p><img src="https://assets.econsultancy.com/images/0008/8999/Tanya_Burr.JPG" alt="" width="650" height="409"></p> <h3>Another fast fashion competitor</h3> <p>So what does Reserved offer?</p> <p>Its product and price strategy seems pretty similar to the likes of Zara, with a focus on selling trend-lead pieces at affordable prices. Another similarity is its supply chain, with best-selling items reportedly able to be re-made in its factories within three weeks.</p> <p>This type of ‘<a href="https://econsultancy.com/blog/69216-four-factors-fuelling-the-growth-of-fast-fashion-retailers" target="_blank">fast-fashion</a>' certainly seems in-demand from consumers, with the likes of Boohoo and Missguided also reaping the rewards of the ‘stack them high, sell them cheap’ approach. </p> <p>However, one of the main reasons the aforementioned brands do so well is a clever social strategy, which successfully targets and engages a core demographic.</p> <p>Can Reserved compete?</p> <p>For one thing, the fact that Reserved’s target market is broader than the likes of Boohoo might mean it is unable to execute the same laser-targeted strategy. While Boohoo uses a distinct tone of voice to engage with social-savvy millennials, Reserved might have to work harder to communicate the appeal of its clothing – especially considering that is carries women’s, men’s and children’s ranges.</p> <p>So far, Reserved’s social activity looks interesting enough – particularly on Instagram. Here it posts a mixture of both lifestyle and product-focused imagery. There is the hint that it could be veering towards more shoppable content, as it already nudges users towards its online shop by including product information in posts. </p> <p><img src="https://assets.econsultancy.com/images/0008/9009/Reserved_Insta.JPG" alt="" width="780" height="495"></p> <p>One social channel it could definitely make more shoppable is Pinterest. While it is surprisingly fleshed out – including a number of well-crafted and inspirational boards – it is frustrating that it only includes links to its homepage, with no specific product information included. </p> <p><img src="https://assets.econsultancy.com/images/0008/9010/Reserved_Pinterest.JPG" alt="" width="650" height="358"></p> <p>Another drawback in terms of social is that Reserved does not have a presence on Twitter – it last used its Polish account in 2015.</p> <p>While this is not disastrous, it does mean that the retailer could be in danger of disappointing shoppers who are used to using the channel for help and customer service information. Similarly, it could also mean that resources for its other customer service channels, such as email and phone, could become stretched.</p> <h3>Does it measure up online?</h3> <p>So, social aside, let’s look at what Reserved has to offer in terms of ecommerce. </p> <p>Overall, it offers a decent enough online shopping experience. Reserved’s website design is rather basic, mainly using imagery to capture the user’s attention as opposed to copy or any kind of call-to-action. </p> <p>In fact, copy is minimal everywhere on the site - even on the product pages where you might expect product descriptions of some kind.</p> <p>In comparison to the likes of <a href="https://econsultancy.com/blog/67994-10-ecommerce-ux-treats-on-the-new-oasis-website/" target="_blank">Oasis</a> or ASOS – this lack of content is disappointing. To me, it feels like the brand lacks personality. There’s no key USP to speak of other than its mildly 'Eastern Bloc aesthetic' (which is a trend popularised by fashion designers such as Gosha Rubchinskiy), and without Kate Moss’s face, it’d be hard pressed to feel inspired by its homepage. Again, this does suggest that Reserved is relying on other factors such as price and fast turnover to draw in consumers – something it has so far succeeded with in Poland and other European countries. </p> <p><img src="https://assets.econsultancy.com/images/0008/9011/Reserved_hompage.JPG" alt="" width="750" height="406"></p> <p>That being said, there are things to appreciate about its online offering.</p> <p>First, its <a href="https://econsultancy.com/blog/68222-ecommerce-product-filters-best-practice-tips-for-a-great-ux" target="_blank">product filter</a> makes it easy to narrow down search. With a handy clear all button – it’s a quick and intuitive tool. It is rather basic, however, and doesn't appear until you click on the filter button (most retailers have faceted navigation permanently on display).</p> <p>There's also the fact that the men's or women's categories do not have landing page - you can't click on men's in the header menu (only on the sub-categories, e.g. 'jeans'), which is a puzzling oversight.</p> <p><img src="https://assets.econsultancy.com/images/0008/9012/Reserved_filter.JPG" alt="" width="760" height="456"></p> <p>Elsewhere, there is clear and helpful information about <a href="https://econsultancy.com/blog/64943-12-excellent-ways-to-present-ecommerce-shipping-information/" target="_blank">returns and shipping</a>, conveniently offering both free shipping on orders over £30 and click and collect.</p> <p>Its checkout process is slightly hit and miss. While it does include some nice features – such as the reassurance about returns and data privacy – it does not offer a guest checkout. Another annoyance is that the basket summary is hidden at the bottom of the page, meaning that shoppers do not have a visible reminder of their order.</p> <p><img src="https://assets.econsultancy.com/images/0008/9013/Reserved_checkout.JPG" alt="" width="600" height="601"></p> <h3>In conclusion…</h3> <p>Interestingly, Reserved has opened its first UK store on the former site of BHS. </p> <p>With BHS’ closure, it’s clear that succeeding on the British high street is not an easy task in today’s volatile retail market. Other large retailers including American Eagle, Banana Republic, and Forever 21 have also shut down stores after failing to inspire consumers. </p> <p>So will Reserved succeed?</p> <p>The brand has certainly done well to generate hype about its launch, but the true test will come once the fuss has died down. Its ecommerce site is fine, if a bit uninspiring, and its large and ever-changing inventory is a clear benefit.</p> <p>However, with just one physical store in the UK, it will need to ramp up its focus on targeting online shoppers, especially on social media. So while it might catch the eye of consumers who generally look to the likes of Zara and H&amp;M for fast and affordable fashion – it will perhaps take more to capture their loyalty long-term.   </p> <p><strong><em>Related reading:</em></strong></p> <ul> <li><em><a href="https://econsultancy.com/blog/67870-why-asos-is-still-leading-the-online-retailing-pack" target="_blank">Why ASOS is still leading the online retailing pack</a></em></li> <li><em><a href="https://econsultancy.com/blog/69273-luxury-ecommerce-review-is-balenciaga-s-normcore-website-more-than-a-gimmick/" target="_blank">Luxury ecommerce review: Is Balenciaga's 'normcore' website more than a gimmick?</a></em></li> <li><em><a href="https://econsultancy.com/blog/69333-new-look-sees-profits-fall-what-can-turn-it-around" target="_blank">New Look sees profits fall: What can turn it around?</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/69431 2017-09-19T10:00:00+01:00 2017-09-19T10:00:00+01:00 How machine learning can set fashion ecommerce strategy & product assortment Ben Davis <p><em>(N.B. if you're in London on October 4-5, why not check out the <a href="https://goo.gl/nJMlTI">Festival of Marketing</a> 2017 for plenty of AI and ecommerce content?)</em></p> <h4> <em>Econsultancy:</em> How does your product use machine learning? Is it chiefly for product categorisation?</h4> <p><em><strong>Joe Berry:</strong></em> As the retail industry is highly visual, product categorisation is one of the most critical aspects <a href="https://econsultancy.com/blog/69292-this-online-retailer-uses-ai-for-product-categorisation-here-s-how">where machine learning is used</a>. How a retailer describes a product that customers consider to be similar can vary wildly, creating a lot of inconsistencies that make it hard for businesses to analyse information.</p> <p>Edited builds systems that review millions of individual items every day to accurately and consistently categorise them. To perfectly categorise a garment, we look at more than just the words used to describe an item (text recognition). We need our machines to process and understand images as well as text. This entails knowing which parts of the picture are the model, identifying the background and differentiating it from the garment being retailed.</p> <p>These tasks are often complex, as they often require separating a long-sleeved polo shirt from a short sleeved polo shirt, isolating a belt worn over jeans, or knowing what in the database was technical sportswear, versus athleisure, for example. </p> <p>Standardising the data in this way is transforming the industry as for the first time, retailers can run a direct comparison of their product assortment alongside every one of their competitors’ merchandise.</p> <p><img src="https://assets.econsultancy.com/images/0008/9023/edited.jpg" alt="edited" width="615" height="403"></p> <h4> <em>E:</em> Will machines ever make pricing and merchandising decisions autonomously? </h4> <p><em><strong>JB:</strong></em> The Edited product is about using machine learning to make better decisions in their retail strategies - and this includes approaches around pricing, assortments, merchandising and other specific insights. Machine learning represents a reliable way of categorising data and spotting patterns in data without a risk of making biased decisions. The more data a company can tap into, the better it can understand patterns based on past performance and trends. </p> <p>However, in order for machines to fully replace humans, computers would have to be fed information such as margins and inventory strategy, which are not only complex but also highly specialised making it difficult to generalise. The approach we use at Edited is to ensure that retailers have access to the world’s available data organized in a way where they can make strategic decisions based on variables suitable for their business.</p> <h4> <em>E:</em> What are the significant current trends in fashion ecommerce UX?</h4> <p><em><strong>JB:</strong></em> When a customer enters a physical store, there are clear ways that retailers can maximize the shopper experience to influence a sale. </p> <p>For online stores, the customer experience is centered around ease-of-use and convenience. E-commerce can optimise conversion by adding image-based classifications to extract information from pictures, or make product searches much easier.</p> <p>ASOS, for example, has added an additional product categorisation in a more colloquial way, which better reflects how a shopper might refer to an item. By listing jeans in special category as “high waisted”, “ripped”, “cropped and ankle”, ASOS makes it easier for customer to find precisely what they want without having to browse hundreds of products with otherwise very basic categorisation.</p> <p><img src="https://assets.econsultancy.com/images/0008/9025/asos_search.jpg" alt="asos search" width="615"></p> <p><em>ASOS colloquial categorisation</em></p> <p>Another great UX example used across multiple retailers is adding customer-styled images next to the product image. ModCloth, for example, has an <a href="https://econsultancy.com/blog/68263-three-ways-brands-can-let-their-audience-create-their-content/">“Explore &amp; Shop Outfit Photos”</a> section where customers can see the product fit on other customers, which aims to boost purchases and reduce the rate of customer returns or exchanges.</p> <p><img src="https://assets.econsultancy.com/images/0008/9026/modcloth.jpg" alt="modcloth ugc" width="615"></p> <p><em>ModCloth user-generated outfit photos on product pages</em></p> <h4> <em><strong>E:</strong></em> Do you think visual search will have a big impact on the industry?</h4> <p><em><strong>JB:</strong></em> Using machine learning to understand images will always be a key functionality within retail. The vast majority of decisions within the industry are made with some form of visual input. Whether that’s a shopper deciding which dress to buy, or a buyer detecting the latest trends from the high street, we all rely on visual input when it comes to retail. At Edited, part of our focus is to create systems that comprehend visual aspects of the industry in a way that is synonymous with human expectation.</p> <p><em><strong>Related reading:</strong></em></p> <ul> <li><a href="https://www.econsultancy.com/blog/68921-an-introduction-to-ai-powered-ecommerce-merchandising">An introduction to AI-powered ecommerce merchandising</a></li> <li><a href="https://econsultancy.com/blog/69098-could-ai-revolutionize-high-street-retail-as-well-as-ecommerce/">Could AI revolutionize high street retail as well as ecommerce?</a></li> <li><a href="https://econsultancy.com/blog/69372-ai-and-search-how-one-agency-does-keyword-classification-at-scale-using-machine-learning">AI and search: How one agency does keyword classification at scale using machine learning</a></li> </ul> tag:econsultancy.com,2008:BlogPost/69425 2017-09-15T12:02:00+01:00 2017-09-15T12:02:00+01:00 10 remarkable digital marketing stats we’ve seen this week Nikki Gilliland <p>Get stuck in…</p> <h3>Live stream engagement is on the rise</h3> <p>According to <a href="http://blog.globalwebindex.net/chart-of-the-day/the-rise-of-live-streaming-2/" target="_blank">GlobalWebIndex</a>, the amount of users engaging with live streams on social media has increased nearly 10%.</p> <p>Now, 28% of internet users have watched a live stream on Facebook, Instagram or Twitter in the past month – up from 20% in Q3 2016. </p> <p><img src="https://assets.econsultancy.com/images/0008/8992/GlobalWebIndex.JPG" alt="" width="720" height="540"></p> <h3>Data usage increases while lack of transparency remains high</h3> <p>A <a href="http://media2.bazaarvoice.com/documents/more-data-more-Problems-ebook.pdf?utm_source=press%20release&amp;utm_medium=PR&amp;utm_campaign=Ad%20Age%20Research" target="_blank">new study</a> by Bazaarvoice and AdAge has revealed how digital marketers view the impact and credibility of data partnerships. </p> <p>Despite an increase in data usage, it found that there is still a lack of transparency, with both the sources and quality of the data being misunderstood and mistrusted by marketers.</p> <p>While 95% of the marketers surveyed said that they employ first- and third-party data in their media plans, 64% are unsure about the origins of their data sources. What’s more, one quarter of brand marketers do not know how often their data sources are refreshed. </p> <p>Lastly, three out of four marketers said they are not confident that their data is reaching in-market consumers, and just 23% of agency buyers are fully confident that their third-party data partners deliver against KPIs.</p> <h3>Only 17% of new leads are converted as sales &amp; marketing teams struggle to align</h3> <p>A new study by <a href="https://www.dnb.co.uk/marketing/media/state-of-sales-acceleration.html" target="_blank">Dun &amp; Bradstreet</a> has revealed that there is huge disconnect between sales and marketing teams, with just 17% of new leads being converted into revenue as a result. </p> <p>57% of marketers say that understanding their target audience is a big challenge, and 56% say that an inability to find relevant and complete data holds them back.</p> <p>Meanwhile, 24% of salespeople say they don’t have enough time to research potential customers, and 35% say they are under more pressure to provide value in a digitally-led business.</p> <p><img src="https://assets.econsultancy.com/images/0008/8991/Dun_and_Bradstreet.JPG" alt="" width="423" height="438"></p> <h3>72% of consumers turn to Amazon to research products</h3> <p>According to <a href="https://kenshoo.com/e-commerce-survey/" target="_blank">Kenshoo</a>, Amazon is playing an increasing role in shopping discovery, as 72% of people say they visit Amazon to research products online.</p> <p>26% of Amazon users also admit to checking for alternatives, background information, and prices on the site when they are thinking about making a potential purchase in a physical store. Meanwhile, 51% say they usually refer back to Amazon to find out additional product information or to compare prices – even if they’re happy with the offering on another retail site.</p> <p>Lastly, 9% say that they often share interesting products that they find on Amazon with friends, colleagues, and family.</p> <h3>Millennials spend more time watching time-shifted content than live TV</h3> <p><a href="https://www.cta.tech/News/Press-Releases/2017/August/Millennials-Now-Watch-More-Time-Shifted-Content-Th.aspx" target="_blank">CTA</a> (Consumer Technology Association) has revealed that millennials’ interest in live TV is dwindling, with this demographic dedicating more time to watching content after it’s already aired.</p> <p>Millennials are now dedicating 55% of their TV-watching activity to ‘time-shifted’ content – either on streaming sites or on-demand platforms – compared to 35% of people aged over 35. </p> <p>Additionally, millennials are more likely to try content recommended by predictive recommendations, with 79% saying they've watched shows that have been suggested for them.</p> <p><img src="https://assets.econsultancy.com/images/0008/8990/CTA.JPG" alt="" width="491" height="491"></p> <h3>Personalisation generates 50% higher email open rate</h3> <p>A new report by <a href="http://www.yeslifecyclemarketing.com/campaign/benchmarks/vwo-subject-line-benchmarks" target="_blank">Yes Lifecycle Marketing</a> has revealed that brands are failing to use personalisation in email subject lines, despite a proven increase in open rates.</p> <p>It found that messages with personalised subject lines generated a 58% higher click-to-open (CTO) rate than emails without. However, just 1.1% of all emails sent in Q2 2017 had personalisation based on name in the subject line, while 1.2% were personalised based on other factors like browser behaviour or purchase history. </p> <p>In contrast, it appears marketers are largely focusing efforts on welcome messages, with 69% sending this type of email.</p> <h3>82% of global marketers say that predictive marketing is essential</h3> <p>Forrester’s <a href="https://rocketfuel.com/tlp/" target="_blank">latest study</a> has found that the majority of global marketers believe predictive marketing is essential.</p> <p>66% of marketers in a survey said that their customer and marketing data comes from too many sources to make sense of it. Consequently, 82% said predictive marketing is essential to keep up with competitors in future.</p> <p>The survey also found that 86% of global marketers plan to increase the use of AI to drive marketing insights in the next 12 months, and 80% said they will use AI to deliver consistent, optimised, cross-device content.</p> <p><img src="https://assets.econsultancy.com/images/0008/8988/Forrester.JPG" alt="" width="318" height="570"></p> <h3>Half of millennials prefer sales outreach via social media</h3> <p>Research by <a href="https://getbambu.com/data-reports/q3-2017-how-to-optimize-for-social-selling/" target="_blank">Bambu</a> has revealed that millennials are keen to use social media to learn about new products and services, with 45% of this demographic more likely to prefer sales outreach via social than older generations.</p> <p>Bambu also found that 35% of people are more likely to buy from a sales representative who shares industry news and helpful content on social, and 22% say that this activity makes them more likely to follow that representative on social.</p> <p>Social selling is clearly more favourable than traditional methods such as cold-calling – just 9% of consumers say that the phone is their preferred way to hear from a company for the first time.</p> <p><img src="https://assets.econsultancy.com/images/0008/8987/Bambu.JPG" alt="" width="720" height="467"></p> <h3>81% of retailers anticipate a future as a media company</h3> <p>According to <a href="http://go.brightcove.com/marketing-future-of-retail" target="_blank">Brightcove</a>, an increasing number of brands are taking on traditional broadcasters by producing long-form, TV-style content. As a result, 81% of retailers say they anticipate transitioning into fully-fledged media companies in future.</p> <p>From a study of 200 retail businesses in the UK, France, and Germany, Brightcove found that 61% are already offering TV-style content services, and a further 33% have plans to do so within the next two years.</p> <p>There could be resistance from consumers, however, as Brightcove also found that 41% of consumers who have previously watched this kind of content say it is too ‘salesy’, while 30% say it is inauthentic.</p> <h3>Only 9% of people visit high-street travel agents</h3> <p>Finally, <a href="https://www.apadmi.com/travel-report-2017/" target="_blank">Apadmi</a> suggests that the high-street travel agent could be under threat, as just 9% of UK holidaymakers say they now visit travel agents in person to book their holiday. This comes from a survey of 1,000 people who have gone on holiday in the past 12 months.</p> <p>The study also revealed that just 4% of 18-24 year olds have visited their high street travel agents in recent times, while this rises to 18% for people over the age of 65.</p> <p>It’s not all gloom and doom for travel agents though. Apadmi also found that an increase in technology would attract consumers back to the high street, with 48% saying they would like to see travel agents invest in augmented reality and virtual reality so they can view destinations, hotels or transport in store.</p> tag:econsultancy.com,2008:BlogPost/69407 2017-09-08T11:35:52+01:00 2017-09-08T11:35:52+01:00 Programmatic in 2017: An interview with Getintent’s George Levin Seán Donnelly <p>This is especially important as programmatic continues to evolve beyond basic retargeting to include digital out-of-home, TV and audio. The pace of change certainly isn’t making things easy for marketers to understand, let alone optimise.</p> <h3>Outsourcing programmatic versus managing in-house</h3> <p>With the rapid pace of change, it’s no surprise that many brands are using agencies to manage their programmatic activities rather than hiring their own teams. Of course brands may have their own reasons for this but it’s no surprise that one of the main criticisms of this approach is that it can negatively impact upon creativity.</p> <p>To discuss this, I caught up with George Levin, the CEO and co-founder of Getintent, a machine learning-powered programmatic platform. George had some interesting things to say about the state of ad tech in general and why he thinks programmatic should be managed in house.</p> <p><img src="https://assets.econsultancy.com/images/resized/0008/8831/george_levin_v.1-blog-flyer.jpg" alt="George Levin, the CEO and co-founder of GetIntent, a machine learning-powered programmatic platform" width="202" height="202"></p> <p><em>George Levin, the CEO and co-founder of Getintent</em></p> <p>Historically, there has been some uncertainty about what bringing programmatic in-house really means. For some, it involves contracting professional services from technology vendors; for others it’s about hiring the right people and integrating the right technology and aligning programmatic with other marketing activities.</p> <p>According to George: “Brands can only be creative when programmatic is brought in house. If you run everything in house, you can have some great creative. After all, who knows the brand and the customer better than client-side marketers?”</p> <p>George points out that this becomes especially important when it comes to running programmatic for more top-of-the-funnel activities: “Prospecting activities need more involvement from the client-side marketers. More hypotheses can be tested to find the best and most efficient ways for prospecting using programmatic buying.”</p> <p>George points out that unlike basic retargeting, prospecting needs to be based on specific brand knowledge and customer research. Client-side marketers are in the best position to do this.   </p> <h3>Programmatic skills<em> </em> </h3> <p>Econsultancy has hosted a number of conferences about programmatic in recent years. A common refrain from brand side marketers has been that the budget required to manage programmatic in-house has been too great and also that it’s too difficult to assemble the skills required.</p> <p>That opinion no longer holds true according to George: “Brands can run successful programmatic campaigns with a team of just three people – a tech guy who understands the mechanics, an ad operations person and an analytics person. In fact, a smart kid spending two years in the area could run everything.”</p> <h3 style="background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;">Ad technology is becoming commoditised<strong><br> </strong> </h3> <p>In terms of the ad tech, George explains that ad technology has become commoditised: “You don't need super smart tech guys to run your own tech stack. There are plenty of white-label DSPs, DMPs and optimization tools. </p> <p style="background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;">"Everyone can afford a white-label DMP. This can be used to activate first-party data and high quality data from third parties. The DMP could then be connected to a white-label DSP. To integrate vendors and make your own stack without engineering help you just need a marketer with some tech background. Every marketing team should have a tech person.”</p> <p><img src="https://assets.econsultancy.com/images/resized/0008/8801/marketing_technology_landscape_2017_slide-blog-flyer.jpg" alt="" width="470" height="264"></p> <p><em>Source: <a href="http://chiefmartec.com/2017/05/marketing-techniology-landscape-supergraphic-2017/">Chief Marketing Technologist Blog</a> by Scott Brinker</em></p> <p>Levin even went so far as to say that clients of Getintent are willing to pay for full service programmatic management. That’s something that the company facilitates but he was very clear that he wants to focus on technology that he can sell to self service clients. The problem he says is that ad technology decision-makers are relying on agencies and vendors because they don’t understand how things work.</p> <p>And so despite everything that’s been written about the state of the programmatic ecosystem in terms of transparency, fraud and ambiguous metrics, it would appear that the elephant in the room (for some) may be an aversion to taking responsibility for managing programmatic in-house. It’s just easier to ask for full service.</p> <p>Whatever the issues with programmatic are, the budget being spent on it continues to grow. According to Zenithmedia [November 2016], programmatic trading accounts for 70% of the display advertising market in the US and the UK. The same research suggests that by 2018, the programmatic advertising market is expected to reach $64 billion. That’s a big chunk of change. </p> <h3><strong>Attribution</strong></h3> <p>Attribution isn't a new challenge. Despite the increasingly crucial role that attribution plays, <a href="https://econsultancy.com/reports/the-state-of-marketing-attribution" target="_blank">Econsultancy's State of Marketing Attribution report</a> found that less than a third of organisations carry out attribution across the majority of their campaigns. According to George, many marketers still use a last-click attribution model. </p> <p>Another is when marketers use an assisted post-click attribution model. This is when an order is attributed to all sources that generated a click within a post-click window. For example, marketers can attribute part of the value of a transaction to each of their traffic sources. In some cases, they might attribute greater value to the first or last click. In other cases, they might decide to attribute equal value to each source.</p> <p>The challenge is that some advertisers might end up assigning the same order to multiple sources, rather than weighting those sources to attribute a single order.</p> <p>This is one issue that George doesn't recommend trying to solve this problem in-house. He suggests that AI has a key role to play in handling this kind of problem: "There are a few some good vendors that can handle this problem who use AI to calculate the actual impact of each touchpoint and how it impacted the final transaction."</p> <p>In conclusion, the key points that George Levin wanted to get across are that programmatic can be used for upper funnel activies and that for it to work effectively, brands should examine how they can grow their own expertise to manage programmatic campaigns. The combination of brand knowledge, customer insight and the ability to customise programmatic campaigns will be key to success. </p> <h3>Getting on top of programmatic</h3> <p>Wherever you are in your programmatic journey, this year’s <a href="https://goo.gl/nJMlTI">Festival of Marketing</a> will play host to a stage dedicated to exploring the programmatic landscape. Attendees will learn how brands can keep abreast of new platforms for programmatic display, evolving technology to purchase and place adverts as well as the changing roles of agencies.</p> <p>Whether you want to explore programmatic trends or learn about managing programmatic strategically and tactically, we’ll have it covered. The <a href="https://goo.gl/nJMlTI">Festival of Marketing 2017</a> will take place on 4th and 5th October at Tobacco Dock on London.</p> <p><a href="http://www.festivalofmarketing.com/buy-a-ticket"><img src="https://assets.econsultancy.com/images/resized/0008/8802/festival_of_marketing_2017-blog-flyer.jpg" alt="Festival of Marketing 2017 Logo" width="470" height="118"></a></p> <p>As well as publishing <a href="https://econsultancy.com/reports/the-cmo-s-guide-to-programmatic/search/?only=BlogPost&amp;q=programmatic" target="_self">blogs on the subject</a>, Econsultancy also runs regular <a href="https://econsultancy.com/training/courses/programmatic/" target="_self">programmatic workshops</a> to help marketers cement their understanding of the programmatic landscape.</p> <p>If you already have an understanding of programmatic and want to look at some of the wider strategic use cases and challenges to be aware of, Econsultancy has published a number of reports on the subject:</p> <ul> <li><a href="https://econsultancy.com/reports/the-cmo-s-guide-to-programmatic/" target="_self">CMO’s Guide to Programmatic</a></li> <li><a href="https://econsultancy.com/reports/programmatic-branding/" target="_self">Programmatic Branding, Driving Upper Funnel Engagement</a></li> <li><a href="https://econsultancy.com/reports/programmatic-marketing-beyond-rtb/" target="_self">Programmatic Marketing: Beyond RTB</a></li> <li><a href="https://econsultancy.com/reports/the-role-of-dmps-in-the-era-of-data-driven-advertising/" target="_self">The Role of DMPs in the Era of Data-Driven Advertising</a></li> </ul> tag:econsultancy.com,2008:Report/4583 2017-09-05T12:42:00+01:00 2017-09-05T12:42:00+01:00 Snapchat: How brands are getting creative on the service <p><em>Snapchat: How brands are getting creative on the service</em> looks at how leading brands are using image sharing and messaging service Snapchat in <strong>creative and pioneering ways</strong>.</p> <p>Launching in 2011, Snapchat now has more than 166m daily active users, and is particularly popular among younger users (Generation Z and millennials). This, along with its <strong>highly visual interface and storytelling tools</strong>, make the mobile-first platform attractive to marketers looking to <strong>engage younger audiences</strong>.</p> <p>This report offers valuable insight into just some of the ways marketers can use Snapchat's features, and should give some indication of the importance of <strong>'mobile moments'</strong> to marketing and engagement in the future.</p> <h2><strong>What you'll learn</strong></h2> <ul> <li>About River Island’s use of location-based in-store filters</li> <li>How the Electoral Commission used the service in an attempt to drive registrations among young voters</li> <li>About Marriott’s foray into creating ‘Snapisodes’</li> <li>How luxury fashion house Burberry has experimented with offering exclusive Snapchat content</li> </ul> tag:econsultancy.com,2008:BlogPost/69321 2017-09-05T09:45:00+01:00 2017-09-05T09:45:00+01:00 With Peugeot now selling cars online, how is retail influencing automotive? Ben Davis <p>Fast forward to 2017 and buying and selling pretty much anything online is no great shakes. That includes cars, with both dealerships and manufacturers making the move into ecommerce.</p> <p>Peugeot now sells online directly to the consumer and is the first OEM (original equipment manufacturer, the industry term for a manufacturer) to provide a binding part exchange valuation, full credit checks, and the process and approval of the finance application entirely online. You can do all of this without having to visit or talk to a dealer, until they deliver the car to your doorstep.</p> <p>To put this into perspective, <a href="https://www.accenture.com/gb-en/insight-highlights-automotive-oems-selling-direct">Accenture</a> reports that automotive OEMs sell around 70% of their new vehicles to independent franchise dealers, which then retail to the customer. OEMs have no history of retail expertise, so enabling them to do this via a website is heck of a challenge.</p> <p>On top of all the technical and cultural challenges inherent, couldn't taking sales away from franchise dealers be a bit of a political hot potato, too? FMCG brands have faced a similar dilemma, with Gillette struggling to go direct to consumer (both due to the size of the challenge and the fear of undercutting their lucrative retail partners) and ultimately being <a href="http://fortune.com/2015/03/09/dollar-shave-club/">caught unawares by Dollar Shave club</a>.</p> <p><img src="https://assets.econsultancy.com/images/0008/8236/dollarshaveclub.jpg" alt="dollar shave club" width="600"></p> <p><em>Dollar Shave Club showed shaving brands the potential of direct-to-consumer ecommerce, and was bought by Unilever for $1bn</em></p> <p>Specialising in online, <a href="http://www.summit.co.uk">Summit</a> is the UK retail specialist that has worked with both Jaguar Land Rover to sell merchandise online and Peugeot to enable its ecommerce experience. I caught up with Summit recently to get a handle on the automotive industry and find out about the coming evolution of car buying online.</p> <h3>Market inertia vs. consumer expectations</h3> <p style="font-weight: normal;">The automotive sector has perhaps been characterised by inertia over the past decade or so when it comes to innovating the buying experience. This inertia (from OEMs and dealerships) arguably opened up niches in the market, filled by companies such as carwow and We Buy Any Car, which provide slick online experiences.</p> <p style="font-weight: normal;">However, the landscape is changing. Ecommerce is increasingly common across many different industries where retail was previously unheard of. Tony Patterson, Client Services Director at Summit, tells me the agency has worked with several brands from outside of retail that have wanted to sell online. Reckitt Benckiser is one example he cites, owner of brands such as Dettol and Durex. OEMs it seems are ready to make this leap, too.</p> <p style="font-weight: normal;">The opportunity is there for car manufacturers to increase their market share, create efficiencies and perhaps even reduce their reliance on dealerships in the long run. As Peugeot has rolled out its ecommerce capability, Patterson talks about the rest of the sector wanting to follow, with Summit creating a dedicated automotive channel in the last few months, aware that other OEMs will not want to be seen as laggards.</p> <p style="font-weight: normal;">Summit's Head of Automotive Digital Transformation, Darren Ponsford points to new competition as one driver for new sales channels. He says tht although "There's huge risk involved [in selling direct to consumer]," the risk of not investigating ecommerce may be greater for OEMs, as Chinese manufacturers look to enter the European market over the next couple of years, and may be arriving "with no legacy systems and no franchise dealers."</p> <p style="font-weight: normal;">If Chinese OEMs could start pushing more sophisticated ecommerce experiences, established manufacturers in Europe will not want to be caught on the hop. Tesla has already shown how this could work, running 19 outlets (rather than using dealerships) and allowing consumers to reserve cars online (though not complete the purchase).</p> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0008/8237/tesla.jpg" alt="tesla" width="615" height="407"></p> <p style="font-weight: normal;"><em>A Tesla store</em></p> <p style="font-weight: normal;">Of course, the backdrop to all of this is a big change in consumer expectations of online (or multichannel) services and experiences. Consumers are influenced by the increasing convenience of online retail, with flexible and fast delivery options.</p> <p style="font-weight: normal;">Consumers are also taking advantage of car finance and starting to think about buying a car as more of a monthly spend than an initial lump sum. Many people also want insurance, servicing etc. included in the price, and if they opt to avoid the final payment of their PCP finance agreement by taking another new car, a picture starts to emerge of consumers who view their car as a service.</p> <p style="font-weight: normal;">Patterson tells me that it's not hard to make the mental leap to the idea of motability - a future where you may have a subscription to Peugeot and drive one of their small cars in the week, but request a bigger one on the weekend. Amidst the trend in many sectors for services over products, it's easy to see why automotive OEMs would want to start making connections directly with consumers, building their expertise in retail and data-driven marketing.</p> <h3>Designing a flexible customer experience</h3> <p>Let's take a closer look at the <a href="http://www.peugeot.co.uk">Peugeot</a> ecommerce website to see exactly what it offers.</p> <p>A binding part-exchange agreement for your old vehicle is offered as part of the buying online experience:</p> <p><img src="https://assets.econsultancy.com/images/0008/8231/part_ex.jpg" alt="part ex peugeot" width="615" height="414"></p> <p>Users can configure the car to their liking, choosing colour, engine size etc. without being limited by showroom stock and see when the car will be available:</p> <p><img src="https://assets.econsultancy.com/images/0008/8230/spec.jpg" alt="configurator peugeot" width="615" height="358"></p> <p>Deposits and finance agreements can be personalised and set up online, with no requirement for the user to conduct any additional transactions through a dealer:</p> <p><img src="https://assets.econsultancy.com/images/0008/8229/finance.jpg" alt="finance peugeot" width="615" height="340"></p> <p><em>A representative finance example of a Peugeot product page, this can be personalised further along the checkout</em></p> <p>And finally, booking a delivery slot gives the buyer certainty as to when they will take ownership of their new car. </p> <p>What the ecommerce experience is designed to facilitate is a flexible retail experience for consumers. It may be used to supplement initial research, to make a purchase after a test drive, or to avoid a visit to the dealership altogether if the consumer doesn't want to drive 20 miles to their nearest showroom.</p> <p>Ordering online may result in a greater choice of features, too. Overall, the aim is to fit in with the busy lifestyles of consumers, offering a better proposition than other OEMs.</p> <p>This proposition may even be as important as the product itself - as Patterson highlights, Amazon's proposition is what draws in consumers, the reliable next-day delivery. Car buyers could be similarly attracted to reliable online purchases for cars, swaying their decision as to which model to buy.</p> <h3>Legacy systems and myriad purchase journeys are a challenge</h3> <p>Legacy systems were a major challenge in creating this system for Peugeot. Summit's Director of Technology Strategy, Tomas Honz told me that "these projects take years, and it’s nothing to do with the front-end user experience, it’s to do with integrating it all with legacy systems, and complying with regulations."</p> <p>Honz compares the challenge for a manufacturer such as Peugeot with that faced by relative newcomer Tesla: "Teslas are not purchased online. It’s supply and demand - the company contacts you back."</p> <p>"For OEMs who offer non-electric cars," Honz continues, "stock is a challenge. Tesla by comparison is a very simple car - there’s no engine to choose, a few options, simple configuration. But looking at a more complicated/flexible car there are millions of configurations. And there’s already cars in stock, so you need to be able to query if [your configuration] is in stock now or if there's a wait."</p> <p>The Peugeot online buying experience has this capability to provide oversight of what configurations come with shorter or longer waits, catering for buyers who need a car quickly or those who are willing to wait for exactly what they desire.</p> <p>It is these differing purchase journeys that make automotive ecommerce so tricky - some customers are all about budget, others focus on performance, there's the complexity of part exchange (what if the vehicle doesn't arrive in the expected condition) and finance to consider. For some customers, the longest part of the purchase process is what happens after hitting the buy button (finance, licensing, awaiting delivery etc.), whereas other more considered buyers are still more interested in inspirational content and research, before committing. These different personas dramatically impact what an OEM website and buying experience should feel like.</p> <p>Mixing the inspirational with a, say, 50-step configurator, all the while maintaining buying momentum is no small task.</p> <h3>Dealers are innovating with new store formats</h3> <p>Dealerships are the elephant in the room. Of course, many dealers do a fantastic job of customer service, but others don't. And for those buyers who hate sitting in a showroom trying and failing to haggle for some footwell mats, the idea of buying online is a promising one.</p> <p>But, however much OEMs are looking to innovate with direct-to-consumer, dealer are themselves innovating, working with OEMs to deliver new store formats that utilise the strengths of the OEM, the dealer and digital technology.</p> <p>Ponsford, Summit's Head of Digital Transformation for Automotive, tells me Fiat was one of the first OEMs to use an alternative store format, in 2011. These can be branded experience stores, or a temporary pop-up in a shopping mall run in partnership with a dealer group. </p> <p>In both cases, the manufacturer will invest in the store and help with the look and feel, and the dealer will run it. Seat recently launched a new store in Westfield White City - allowing consumers to book a test drive and buy a car, either from current stock or a factory order.</p> <p>Westfield has an enormous catchment area of people, and the data collected from such a store will allow leads to be followed up by the manufacturer. This is a relatively new solution to the problem of out-of-town dealerships (where forecourt space is affordable).</p> <p><img src="https://assets.econsultancy.com/images/0008/8238/seat.jpg" alt="seat lakeside" width="555" height="370"></p> <p><em>Seat Lakeside, a shopping mall store</em></p> <p>Pop-ups may also introduce customers to an OEM or dealer website, helping to tie up the customer journey further. And one look at the <a href="https://www.seat-store.co.uk/">website for Seat's shopping mall stores</a> tells you all you need to know about what they are trying to achieve, with the website copy advertising 'no pushy salespeople', 'unaccompanied test drives', and 'no haggle pricing' - a world away from the dealership experience.</p> <p>Ponsford tells me that "though OEM's may affect the responsibilities of a traditional dealer, the dealer's critical role will not be replaced. It is about providing customers optimum choice, maintaining high standards at dealerships and providing the option of shopping online."</p> <p>A picture of a slicker multichannel journey, catering for many customer personas is emerging.</p> <h3>Will direct-to-consumer be a good thing?</h3> <p>There's still a lot to come out in the wash here. OEMs need time to adapt - they traditionally build and sell a new model of car every five or six years, and this episodic way of working isn't conducive to ongoing optimisation - the test and learn mindset that online retail demands.</p> <p>Now that Peugeot has got the necessary functionality in place, the question is how can it optimise the entire buying journey. At the moment, for a typical retail sale, the OEM's marketing and TV advertising may differ from dealer messaging, it may be tricky to link leads to sales, and customers often end up communicating separately with OEM, retailer and finance provider.</p> <p>Of course, direct-to-consumer won't solve this puzzle immediately, and OEMs have little heritage in CRM, but there is an opportunity here, for manufacturers to start learning more about their customers. </p> <p>However difficult it is for OEMs to enter the online retail space, the effects of digital have undoubtedly changed automotive retail. Patterson gives one example: "Look at the affect of digital content on something like test drives. People are watching YouTube videos of test drives, from WhatCar and the like, so when they arrive at the dealership they’ve already had two hours in that car with experts, so they don’t want to just drive round for 15 minutes with a guy trying to make friends with you. They’ve probably got a list of five things they want to cover."</p> <p>So, there's still a mindset change needed in parts of the industry, but the success of the Peugeot site so far is that it has been selling cars for the last six months, and Pegeuot has been learning all the time, ready to implement versions two and three before the competition has got up to speed.</p> <p>Expect automotive online retail to be a big trend over the next five years, as consumers begin to feel that buying a car online is no big deal.</p> tag:econsultancy.com,2008:Report/4580 2017-09-04T16:44:00+01:00 2017-09-04T16:44:00+01:00 The Fundamentals of Marketing Measurement and Analytics <p>This best practice guide introduces marketers and ecommerce professionals to the <strong>fundamentals of campaign data measurement and analytics</strong>, covering everything from established principles to cutting edge technologies.</p> <p>For many organisations, particularly those with an ecommerce function, customer data is one of the greatest assets to hand, offering incredible insight into an audience's behaviours, wants and needs. How can marketers <strong>access those insights, and transform them into real business outcomes</strong>?</p> <p>This report looks at how digital marketers can capture the data that is available via their interactions with customers, explains how to sort the wheat from the chaff, runs through some of the most important strategies for <strong>extracting lessons from customer data</strong>, and makes suggestions for future proofing your data strategy as technology rapidly evolves.</p> <p>It features insights from <strong>data and analytics experts</strong>, including Tim Eves, who has more than 15 years of analytics experience working with blue chip brands, and Lucy Foster, who leads the Digital Measurement &amp; Performance Tracking programme at Unilever.</p> <p><strong>Acknowledgements</strong></p> <p>We would like to thank the following individuals for their quotes, input and insight contained within this guide.</p> <ul> <li>Tim Eves, Director, Lynchpin</li> <li>Lucy Foster, Global Business Head, Digital Measurement and Performance, Unilever</li> <li>Jamie Robinson, Global Research and Insight Director, We Are Social</li> <li>Kohlben Vodden, Founder, StoryScience</li> </ul> <p><strong>Download a copy of the report to learn more.</strong></p> tag:econsultancy.com,2008:BlogPost/69392 2017-09-04T15:00:00+01:00 2017-09-04T15:00:00+01:00 Amazon turns Twitch into an influencer sales platform Patricio Robles <p>Even to this day, there are still <a href="https://www.theverge.com/2014/8/25/6066509/why-it-makes-sense-for-amazon-to-buy-twitch">different</a> <a href="http://www.businessinsider.com/amazons-970-million-purchase-of-twitch-makes-so-much-sense-now-its-all-about-the-cloud-2016-3">theories</a>, but whatever Amazon was thinking at the time, it is now aiming to use Twitch to drive sales for its retail empire.</p> <p>On Thursday, in the lead up to the PAX West video game conference, Twitch announced a new program under which users who stream through Twitch will be able to feature products they like and receive a commission from Amazon for sales they refer. As Bloomberg's Spencer Soper <a href="https://www.bloomberg.com/news/articles/2017-08-31/amazon-turns-thousands-of-twitch-streamers-into-product-pitchmen">detailed</a>:</p> <blockquote> <p>The Gear on Amazon feature will let Twitch streamers showcase their favorite products as a widget on their page. Viewers who click the widget are routed to Amazon, where they can buy the streamer’s favorite items. The streamer gets a commission of as much as 10 percent on each sale, Amazon said.</p> </blockquote> <p>Currently, Twitch has over 100m monthly visitors and claims to reach more than half of all millennial males in the U.S. More than 2m of its 10m daily active users actually broadcast their own streams and nearly half of Twitch users consume more than 20 hours of content on the service weekly.</p> <p>Put simply, even though Twitch is niche, it boasts a ton of highly-engaged users and now Amazon is going to try to turn some of the most prolific into salespeople.</p> <p>According to Tobias Sherman, who used to head the esports division of entertainment agency giant WME-IMG, Twitch's influencers "are a massive market."</p> <p>"They are the same as sports figures in being able to convert eyeballs and fans into dollars and cents. Everyone plays games and it tethers everyone together," he explained.</p> <p>Twitch's Gear on Amazon program will be open to tens of thousands of Twitch users who are members of its partner and affiliate programs. These, like the YouTube Partner Program, are designed to reward popular content producers with the ability to earn money for publishing their content on Twitch.</p> <p>Gear on Amazon could make participation in these programs far more lucrative. After all, popular Twitch streamers who are able to take advantage of their influence to help sell physical products for which they receive commissions of up to 10% could find that affiliate commissions add up a lot more quickly than ad revenue shares do.</p> <h3>Amazon's influence on influencer marketing</h3> <p>It seems there are few markets that Amazon doesn't have a hand in, and the ecommerce giant is clearly interested in putting its imprint on the influencer marketing space.</p> <p>Gear on Amazon is the second program Amazon has launched this year that seeks to turn influencers into affiliates. In April, the company <a href="https://econsultancy.com/blog/68961-amazon-tries-its-hand-at-influencer-affiliate-marketing/">launched a beta of an invite-only Amazon Influencer Program</a> "exclusively designed for social media influencers with large followings and a high frequency of posts with shoppable content." </p> <p>Influencers who participate in the Amazon Influencer Program get the opportunity to curate their favorite products on an Amazon-hosted page that has a vanity URL. As TechCrunch's Sarah Perez described it at the time, "Basically, it's a more exclusive step up from Amazon Affiliate linking, and offers a better browsing experience."</p> <p>While it remains to be seen whether or not Amazon will actually find success trying to merge influencer and performance marketing, there are a growing number of reasons to believe that performance marketing will indeed become a more prominent part of influencer marketing. These reasons include:</p> <ul> <li> <a href="https://econsultancy.com/reports/measuring-roi-on-influencer-marketing">Measuring the ROI of influencer marketing</a> continues to be a challenge for many marketers.</li> <li>Fees charged by top influencers have been skyrocketing, causing some marketers <a href="https://digiday.com/marketing/confessions-social-media-exec-no-idea-pay-influencers/">to question</a> whether the costs can be justified.</li> <li>Emerging threats <a href="https://econsultancy.com/blog/69343-are-marketers-underestimating-the-fraud-threat-to-influencer-marketing">such as fraud</a> could undermine the market.</li> <li>Big platform owners like Facebook <a href="https://econsultancy.com/blog/69355-is-facebook-preparing-to-tax-influencer-marketing-campaigns">could seek to tax</a> influencer marketing campaigns on their platforms, increasing costs. </li> </ul> <p>Tying influencer compensation to sales could help address many of the challenges the influencer marketing ecosystem is facing and if any company is capable of pushing the ecosystem in this direction at scale, it's Amazon.</p> tag:econsultancy.com,2008:ConferenceEvent/900 2017-09-04T09:21:20+01:00 2017-09-04T09:21:20+01:00 Briefing: Marketing Trends, Challenges and Opportunities for 2018 <p>If you are going to start working on your marketing plan for 2018, you probably want to know what are the marketing trends, challenges and opportunities for next year. Professor Mark Ritson will be in Singapore on 13th October to share with you his predictions.</p> <p>Join Mark at this 1 hour briefing where he will highlight the key marketing trends, challenges and opportunities for 2018.</p>