tag:econsultancy.com,2008:/topics/influencer-marketing Latest Influencer marketing content from Econsultancy 2017-12-01T11:00:00+00:00 tag:econsultancy.com,2008:BlogPost/69620 2017-12-01T11:00:00+00:00 2017-12-01T11:00:00+00:00 Only 29% of influencer campaigns use trackable URLs for attribution Ben Davis <h3>Digital influencers in greater demand than celebrities</h3> <p>61% of survey respondents said they have worked with digital influencers in the past 12 months, compared with 57% who have worked with singers or musicians, and half who have worked with TV actors and models.</p> <p>When asked to pick the type of person suited to campaigns in the near future, digital influencers again came out on top, selected by 44% of respondents.</p> <p>One reason for this is undoubtedly the pre-eminence of social media within influencer campaigns. Fully 75% of survey respondents said social media promotion is “critical” or “very important” within their celebrity engagement, increasing to 92% of respondents who are also working with digital influencers.</p> <p>The table below shows social media's importance far outstripping that of product placement, content distribution and digital advertising. Every single respondent (100%) backed up this view, saying they believe their social media promotion is proving very effective.</p> <p>Influencers and social media are evidently indelibly linked.</p> <p><img src="https://assets.econsultancy.com/images/0009/0837/role_of_influencers.png" alt="role of influencers" width="800" height="652"> </p> <h3>Talent-led campaigns deliver 1700% ROI</h3> <p>For every £1 ($1.34) spent on talent-led influencer campaigns, average return on investment (ROI) amongst respondents was £17.21 ($23.08). </p> <h3>Attribution could be more sophisticated</h3> <p>Despite the confidence of respondents in their campaign ROI, here's that headline stat. The table below shows that only 29% of respondents are tracking links in influencer content, only a fifth are using social measurement tools (despite their admission of social's criticality) and little more than a quarter are using platform-specific metrics.</p> <p><img src="https://assets.econsultancy.com/images/0009/0836/online_metrics.png" alt="metrics" width="615" height="378"></p> <h3>Encouragingly, data is coming to the fore when selecting influencers</h3> <p>Finding influencers and tracking their influence has traditionally been a challenge for marketers. Indeed, in Econsultancy's Rise of the Influencers study in 2016, <a href="https://econsultancy.com/blog/67555-the-three-biggest-challenges-in-influencer-marketing">73% of marketers said</a> their biggest challenge in this area was finding the right influencers.</p> <p>So, it's encouraging to see 59% of survey respondents in Celebrity Intelligence's new study say that data and insight relating to a talent’s audience and followers are proving the most useful way of finding the right people to work with.</p> <p>It’s also good news that 45% of respondents are investing in specialist engagement tools (such as Celebrity Intelligence and Fashion &amp; Beauty Monitor), a significant rise on the 36% of companies and 32% of agencies taking this approach last year.</p> <p><img src="https://assets.econsultancy.com/images/0009/0838/finding_influencers.png" alt="tools to find influencers" width="615" height="281">  </p> <p>The Age of Social Influence report includes more stats, in-depth case studies and interviews with brands and influencers such as ITB Worldwide, East of Eden, L’Oréal, The Body Shop and Tanya Burr. <a href="https://hello.celebrityintelligence.com/age-of-influence/">Download it here</a> to learn more about</p> <ul> <li>the current state of influence</li> <li>the opportunities and risks posed by digital technology</li> <li>the rise of social influencers and its impact on celebrity culture</li> <li>the trends and spends for the year ahead and what factors equate to success on talent-led campaigns today.</li> </ul> tag:econsultancy.com,2008:BlogPost/69507 2017-10-19T12:00:00+01:00 2017-10-19T12:00:00+01:00 Why Jack Wills and other fashion brands are prioritising influencer content Nikki Gilliland <p>According to influencer management platform Takumi, which manages the activity, the strategy has been highly successful. Recent influencer content for Jack Wills’ Sporting Goods collection generated 29,600 likes, 750 comments, an engagement rate of 2.99% - all with a reach of over 1m.</p> <p>So, why is influencer content proving to be the best choice for fashion brands? Here’s a bit more on the case study, along with what we might learn from it.</p> <h3>Resources and budget</h3> <p>There’s no doubt that social media has dramatically changed the fashion industry as a whole. Last year, Brooklyn Beckham was chosen as the photographer for Burberry’s latest ad campaign – in no small part thanks to his millions of Instagram followers (and perhaps his famous parents). Similarly, Kendall Jenner was chosen to be the face of Estee Lauder, over and above other models or celebrities with less influence on social. </p> <p>Alongside general reach, another reason fashion brands are turning to influencers on social media is that these campaigns can be much easier to facilitate – in terms of both time and budget.</p> <p>For Jack Wills, a brand that launches new collections every few months, new photo shoots and related ad campaigns can be time consuming and budget draining. While working with top Instagrammers doesn't immediately solve all these problems, influencers can potentially provide a greater variety and volume of content, as well as a built-in distribution network.</p> <p><img src="https://assets.econsultancy.com/images/0008/9762/Jack_Wills_3.JPG" alt="" width="780" height="479"></p> <h3>Greater authenticity</h3> <p>One of the main challenges within influencer marketing is creating content that is authentic, and that it does not appear salesy. Of course, this remains a even more difficult considering the fact that consumers are increasingly demanding of relevant and personalised social interactions, meaning the hard sell just doesn’t work anymore. Then again, neither does being too subtle, with transparency also being of vital importance to consumers.</p> <p>So what’s the answer? For Jack Wills (and many other brands), it is to work with <a href="https://www.econsultancy.com/blog/69161-micro-influencers-how-to-find-the-right-fit-for-your-brand">micro-influencers</a> – online creators who have a smaller but more highly engaged audience.</p> <p>Alongside this, Jack Wills ensures authenticity by choosing influencers who are a good fit for the brand in terms of their personal style, interests, and values. To promote its sportswear collection, for example, it has worked with influencers such as personal trainer and fitness author, Max Lowery. Meanwhile, for more trend-led items, it has worked with menswear blogger, Jake Spencer.</p> <p><img src="https://assets.econsultancy.com/images/0008/9761/JAck_Wills_2.JPG" alt="" width="780" height="476"></p> <p>In this sense, Jack Wills’ influencer strategy is also part of its aim to appeal to a wider and more diverse audience. While it has typically been thought of as a brand for affluent teenagers or young millennials in the past, it is now targeting an older audience – one who might not have considered wearing the brand before. With <a href="https://sproutsocial.com/insights/new-social-media-demographics/">59% of all 18-29 year olds</a> said to be using Instagram, it is the perfect platform to reach them.</p> <h3>Greater control and creativity for influencers</h3> <p>As well as brands reaping the rewards of authentic influencer content, it seems the influencers themselves are also benefitting from these kinds of relationships. Essentially, it means that creators are given greater control and freedom over the content they create, which is then used as advertising for a brand. It is far removed from the days of posting a one-off product promotion, with no real input or creativity from the influencer themselves.</p> <p>So, what other fashion brands are putting this kind of content first? </p> <h4>1. Brandy Melville</h4> <p>In March 2016, US retailer Brandy Melville generated 9.3m likes on Instagram, making it the top fashion brand for engagement. As well as a heavy focus on ‘lifestyle’ rather than just the clothes themselves, one of the key reasons for its success was the online influencers it used. During a single month, Brandy Melville increased its following 1.6%, with 53,000 new followers added.</p> <p><img src="https://assets.econsultancy.com/images/0008/9760/BrandyMelvlle.JPG" alt="" width="780" height="692"></p> <h3>Jimmy Choo</h3> <p>Luxury fashion brands are also realising the power of influencers. Jimmy Choo, for example, capitalises on the credibility of style influencers – i.e. fashion bloggers who are known for being on the cutting edge of the industry.</p> <p>Each year it holds its #ChooTravels event, documenting it in an editorial shoot, as well as allowing the influencers to post related content on their own channels.</p> <p><img src="https://assets.econsultancy.com/images/0008/9759/Jimmy_Choo.JPG" alt="" width="780" height="537"></p> <h3>Mejuri</h3> <p>Finally, it’s not just big fashion brands that are putting influencer content first. Fine jewellery brand Mejuri recently undertook a similar campaign to Jack Wills, partnering with six top fashion influencers to launch a limited edition collection. Working with a diverse set of influencers, each specifically chosen to represent the brand’s aesthetic, the campaign resulted in an increase in engagement.</p> <p><img src="https://assets.econsultancy.com/images/0008/9758/Mejuri.JPG" alt="" width="780" height="523"></p> <p><strong><em>Subscribers can download the <a href="https://econsultancy.com/reports/measuring-roi-on-influencer-marketing/">Measuring ROI on Influencer Marketing</a> report.</em></strong></p> <p><strong><em>Or you can read:</em></strong></p> <ul> <li><em><a href="https://econsultancy.com/blog/69196-11-impressive-influencer-marketing-campaigns">11 impressive influencer marketing campaigns</a></em></li> <li><em><a href="https://econsultancy.com/blog/69096-four-reasons-luxury-brands-are-embracing-influencers">Four reasons luxury brands are embracing influencers</a></em></li> <li><em><a href="https://www.econsultancy.com/blog/69209-six-inconvenient-truths-about-influencer-marketing">Six inconvenient truths about influencer marketing</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/69489 2017-10-19T09:52:00+01:00 2017-10-19T09:52:00+01:00 The changing face of consumer trust and the implications for marketers Nick Hammond <p>Always an engaging speaker, Botsman's talks centred on her book <a href="http://rachelbotsman.com/books/" target="_blank">'Who Can You Trust?: How Technology Brought Us Together and Why It Might Drive Us Apart'</a>. The audience was hooked from the start with an anecdote concerning the time her parents accidentally hired a drug dealer to be her nanny; taken in by the woman’s manner with the children and her fake Salvation Army uniform.</p> <p>Botsman's parents used established, learned, ‘trust signals’ to make their decision, but this approach was not insightful enough to see through the pretence. This episode highlighted a key message of her talks – ‘Trust has two enemies, not just one: bad character and poor information’, and ‘the illusion of information is worse than ignorance.’</p> <p>Botsman’s take on the changing shape of trust is less positive than in her previous work <a title="http://rachelbotsman.com/work/" href="https://econsultancy.com/admin/blog_posts/new/" target="_blank">‘What’s Mine Is Yours: How Collaborative Consumption is Changing the Way We Live’.</a> Her story starts with ‘Local Trust’  - the earliest model, where trust was created between people who knew each other personally. </p> <p>The second trust model, that of ‘Hierarchical Trust’, developed between individuals, established institutions and their associated officials – such as bankers, politicians and teachers. As this model crumbled, the replacement model is that of ‘Distributed Trust.’ </p> <p>Using a metaphor of connectivity and power, hierarchical trust involved waves of ‘trust energy’ flowing up from individuals to established institutions. In a distributed model this energy flows laterally between people and between people and contemporary institutions/channels. What we are seeing is the ‘twilight of the elites’ and ‘the inversion of influence.’</p> <p>I liked Botsman’s perspective that trust is a process (not a static entity, in the sense of a belief or conviction) and an active agent that helps us bridge the ‘trust gap’ between the unknown and the known. Trust then, can allow a confident relationship with the unknown. </p> <p>So how is this change in the ecosystem of trust impacting on consumers and how they interact with brands and digital platforms particularly? </p> <h3>Trusting our digital platforms</h3> <p>Developments over the last few years are having an impact on digital platforms, how we perceive them and how they operate. The presidential election in the US and the furore over fake news, allied with the rescinding of Uber’s licence in London, have encouraged different expectations of the role and responsibilities of companies like Facebook and Uber.</p> <p>Traditionally, they have positioned themselves as neutral pathways, or ‘dumb pipes’, that connect people with each other and a service. Events as above have led to pressure for them to change their accountability positioning from: ‘Reactive - within reason, be there when things go wrong’; to ‘Proactive - be responsible for the risks of bad things happening.’ </p> <p>We increasingly outsource trust to machines and algorithms, searching Facebook for news, booking a cab via Uber and asking Alexa what we should do today.</p> <p>From a commercial perspective, this reliance means there are new and different challenges for brands and how they interact with their customers – ‘with great power, comes great responsibility.’</p> <p><img src="https://assets.econsultancy.com/images/0008/9772/great_power.gif" alt="" width="498" height="207"></p> <p>Marketeers need to be aware of this changing face of trust. We already know that considerable distributed trust is placed with a wide range of celebrities active across social media, especially on Instagram. This model of distributed trust is also extended to digital brands, platforms, channels, and now algorithms. Consumers rely on these brands and channels – ones that they align with in terms of proposition and delivery, but the price to be paid for breaking this trust can be high, <a title="http://www.bbc.co.uk/news/uk-england-41384789" href="https://econsultancy.com/admin/blog_posts/new/" target="_blank">as Ryanair is finding out to its cost</a>.</p> <p>Technology is playing a big role in developing this new model of distributed trust, and a key area is that of automation and artificial intelligence. I touched on this in my piece '<a href="http://www.brandlearning.com/views-ideas/marketing-capability/the-future-and-eternal-truth-of-marketing-trust/" target="_blank">The Future (and eternal truth) of Marketing</a>'.</p> <p>‘The relationship between brand and consumer, and the transparency with which it is conducted, risks being further confused by the growing influence of bots. "Choice architecture" is changing with the rise of automation, robotics and AI. Bots will refine choices presented, and even make choices on behalf of consumers. Some argue that the intervention of bots will mean that matters of ethics, which are nuanced not binary decisions, will get side-lined. In reality this places even more responsibility on the brand to uphold ethics. Bots may ignore it in the moment of choice, but ultimately, any brand that cannot meet the requirement for transparent ethics, will risk a consumer backlash.’</p> <p>Of course, there is the opportunity for brands to leverage trust positively. Philanthropic gestures are a powerful way to build trust and a good example of this was Target’s $1 billion pledge to support students in need of financial support <a href="https://www.youtube.com/watch?v=vUkO6Gh3w6g&amp;feature=youtu.be" target="_blank">to pursue their education</a>.</p> <p>It can also be derived by encouraging positive interaction around a brand. An example of this was Burberry’s ‘Art of The Trench’ campaign, where users could share and comment on everyday pictures of <a href="http://artofthetrench.burberry.com/upload/" target="_blank">people wearing Burberry products</a>. First Direct has built trust though fabulous customer service since its launch in 1989, in spite of not offering the most competitive financial products. Airbnb, perhaps the perfect brand for world of distributed trust, has shown that travellers can just as easily trust normal people offering accommodation as they can established institutions such as hotels. </p> <p><img src="https://assets.econsultancy.com/images/0008/9775/Burberry_art_of_the_trench.png" alt="" width="650" height="370"></p> <p><em>Burberry's Art of the Trench</em></p> <p>An associated threat to an effective trust process is that of a reduction in friction. Trust needs friction – ‘time and consideration to operate’ and with a faster pace of life, there is increasing pressure on this space. I covered this dynamic on the Econsultancy blog in this piece – <a href="https://econsultancy.com/blog/69101-why-increasingly-efficient-ux-might-not-always-be-a-good-thing/" target="_blank">‘Why increasingly efficient UX might not always be a good thing’.</a>  </p> <p>‘For brands, the question of how to provide the right amount of friction to unlock reflection but not to hamper experience is critical in building a world that, in addition to doing things, thinks about what it is doing.’ </p> <p>Steve Selzer from Airbnb believes that immediacy and the absence of friction are creating a less tolerant, less self-aware world – 'This is why designers of intelligent, immersive experiences need to build in meaningful friction, encouraging reflection and awareness of the actions themselves as well as their consequences.' </p> <p>The advent of other realities, augmented and virtual, in tandem with reduced friction, may also cause problems. <a href="https://venturebeat.com/2017/04/03/3-challenges-of-developing-bots-for-immersive-environments/" target="_blank">A piece from Venturebeat observes</a>: ‘...reflection is even more important in immersive environments, where you don’t so much “watch” or “use” experiences as really “live” through them. VR experiences are perceived by the brain as actually happening to the user, so their transformative potential — toward self-development or rapture — is quite powerful.’</p> <p>Botsman is not optimistic about the future. Her rather dystopian perspective asks where much needed control or moderation can come from. Could there be a role for a digital ombudsman, a trust kite-mark or an ethical Alexa? The reality is that we will always choose utility over morality and regulation is never likely to be popular – witness the outcry over the Uber decision in London. </p> <p>The more we defer responsibility and abdicate the need for channel accountabilty, the more likely that our trust will be abused.</p> tag:econsultancy.com,2008:BlogPost/69494 2017-10-17T12:00:00+01:00 2017-10-17T12:00:00+01:00 Four reasons fashion brands are launching their own beauty ranges Nikki Gilliland <p>But <a href="https://www.econsultancy.com/blog/69044-five-reasons-behind-boohoo-s-97-increase-in-profits" target="_blank">Boohoo</a> is certainly not the only fashion retailer to capitalise on this burgeoning industry. It comes hot on the heels of other high street and online fashion brands including Primark, H&amp;M, and New Look also launching their very own beauty products. Others, like Topshop and M&amp;S, have been in the game for a while.</p> <p>So why are more fashion brands entering the beauty market? Let’s take a look at a few of the biggest benefits.</p> <h3>1. A slice of the beauty pie</h3> <p>On the surface, it’s unsurprising that fashion brands are looking to the increasingly lucrative beauty sector. </p> <p>While fashion sales stagnated in 2016, the beauty industry enjoyed notable growth. This only looks set to continue in the next few years, with the US beauty market in particular predicted to be worth <a href="http://www.gcimagazine.com/marketstrends/regions/northamerica/US-Beauty-Sector-Will-be-worth-90-Billion-by-2020-387002581.html?utm_source=Most+Read&amp;utm_medium=website&amp;utm_campaign=Most+Read" target="_blank">$90bn by 2020</a>. Meanwhile, the mass market category (which is targeted at middle or low income population) is expected to grow at an annual rate of 2.6% until then.</p> <p>Of course, the more crowded the market becomes, the more difficult it will be to connect with customers. However, previous examples show there is potential for real success.</p> <p>Take Topshop for instance, which first launched its beauty range back in 2009. Now a familiar part of its stores, its make-up range has a loyal customer base. There are perhaps a few reasons in particular why this is the case, such as dedicating a large part of its stores to showcasing make-up – not simply shoving it by the tills. This decision highlights the collection’s standalone appeal, telling customers that it is something worth seeking out rather than buying last-minute.</p> <p><img src="https://assets.econsultancy.com/images/0008/9569/Topshop_beauty.JPG" alt="" width="780" height="504"></p> <p>Similarly, its investment in a large and diverse range of products – which happens to also take much longer to produce than fashion – has contributed to the range’s reputation for high quality.</p> <h3>2. The chance to be a one-stop shop</h3> <p>Another reason fashion brands are expanding into beauty is the opportunity to become a one-stop shop, providing loyal customers with everything they need under one umbrella brand.</p> <p>Primark is a pertinent example of this, with beauty being just one of its extensive number of categories. Essentially, it contributes to the idea that there is nothing you can’t buy from Primark, including fashion, homeware, food, and now make-up – so why would you go anywhere else?</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Are you a saint or a sinner? Prices from: €3/$3.50 <a href="https://twitter.com/hashtag/PrimarkBeauty?src=hash&amp;ref_src=twsrc%5Etfw">#PrimarkBeauty</a> <a href="https://t.co/1cLTWaYyNX">pic.twitter.com/1cLTWaYyNX</a></p> — Primark (@Primark) <a href="https://twitter.com/Primark/status/911229108914409472?ref_src=twsrc%5Etfw">September 22, 2017</a> </blockquote> <p>Other brands are also recognising the potential to capture customer loyalty in this way. H&amp;M recognises that beauty can be an extension of fashion, which merely allows customers to experiment with their personal style in another way. Consequently, the retailer has heavily invested in its hair and make-up range, also extending it to fragrance and bath and body. It’s even launched sustainable and limited edition products, ensuring that customers are dazzled by an irresistible amount of choice.</p> <p><img src="https://assets.econsultancy.com/images/0008/9570/H_M.JPG" alt="" width="780" height="502"></p> <h3>3. Upselling and repurchasing</h3> <p>Alongside the ability to offer something other than just fashion, brands are also jumping on beauty as a way to increase customer retention.</p> <p>It depends on both budget and personal choice, of course, but while people might only buy new clothes at the start of every season or during sales, customers are more likely to buy beauty or cosmetics products when they run out. In turn, this also allows retailers to retarget customers based on predictions about when they will need to re-purchase – a tactic often used by traditional beauty brands such as Lancome (see below).</p> <p><img src="https://assets.econsultancy.com/images/0008/9571/Lancome.JPG" alt="" width="480" height="782"></p> <p>Another reason is that stocking beauty or make-up products can prompt customers to spend more, even if that is not their original intention. For example, online shoppers might add small-price beauty items to their basket to reach the amount needed for free-delivery. In stores, customers might also be drawn to beauty and cosmetics items for gifting purposes or simply as spontaneous purchases.</p> <p>For <a href="https://econsultancy.com/blog/69216-four-factors-fuelling-the-growth-of-fast-fashion-retailers" target="_blank">fast-fashion brands</a>, where value is already a selling point, the ability to sell low-price but high quality beauty is also drawing in swathes of consumers – especially of a younger generation. With cosmetics typically being one of the first categories young people spend their money on, fast-fashion brands (that already have a connection with this demographic) have a one-up on legacy or higher-priced brands such as Mac or L’Oréal. </p> <p>Meanwhile, older consumers are becoming increasingly savvy when it comes to factors like packaging or branding, which typically inflates price but does not impact the quality of the product itself. The popularity of new brands like The Ordinary (which offers highly functional, stripped down skincare products) demonstrates this.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">I cant stop myself from pressing that 'add to basket' button when it comes to The Ordinary products from <a href="https://twitter.com/deciem?ref_src=twsrc%5Etfw">@deciem</a> <a href="https://twitter.com/hashtag/skincare?src=hash&amp;ref_src=twsrc%5Etfw">#skincare</a> <a href="https://twitter.com/hashtag/obsessed?src=hash&amp;ref_src=twsrc%5Etfw">#obsessed</a> <a href="https://t.co/vsgFf9yosk">pic.twitter.com/vsgFf9yosk</a></p> — Orla Maginness (@MissMaginness) <a href="https://twitter.com/MissMaginness/status/917701252737314818?ref_src=twsrc%5Etfw">October 10, 2017</a> </blockquote> <h3>4. Potential for influencer involvement</h3> <p>A number of fashion brands have successfully <a href="https://econsultancy.com/blog/69196-11-impressive-influencer-marketing-campaigns" target="_blank">partnered with influencers</a> to capitalise on an existing and highly engaged social audience. The potential for this kind of marketing only increases in the beauty market, allowing brands to tap into a large new pool of influencers, as well as the ability to reach consumers seeking out reviews, tutorials, and general inspiration.</p> <p><img src="https://assets.econsultancy.com/images/0008/9572/Hannah_Gale_Primark.JPG" alt="" width="780" height="489"></p> <p>In this sense, influencers have given brands an entirely new way to market their products. Customers are ready and waiting to lap it up, too. According to research, 92% of consumers are said to trust an influencer more than they do an advertisement or a traditional celebrity endorsement.</p> <p>Of course, fashion brands do not solely rely on this kind of content to reach a beauty-hungry audience. The category itself gives brands the opportunity to create diverse and more lifestyle-driven content of their own. </p> <p>For example, H&amp;M's spin-off brand &amp; Other Stories sells beauty on the back of its distinct aesthetic. Its packaging mirrors the style of its social media as well as its stores, using pretty and minimal design to promote a certain type of lifestyle as well as the products themselves.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">&amp; other stories do the prettiest pastel coloured beauty products, I want them all for my bathroom <a href="https://t.co/NMAQ2mnDmO">pic.twitter.com/NMAQ2mnDmO</a></p> — Lucy (@WhatLucyLovesxo) <a href="https://twitter.com/WhatLucyLovesxo/status/913450616936124416?ref_src=twsrc%5Etfw">September 28, 2017</a> </blockquote> <h3>In conclusion…</h3> <p>So, will Boohoo succeed in beauty, or is the market already too saturated for brands like it to succeed? </p> <p>With clear opportunity to boost sales, store footfall, and social engagement, it’s an unsurprisingly enticing prospect.</p> <p>As Topshop and H&amp;M have already demonstrated, the real key to success appears to be delivering on the promise of great value, high quality products – not just jumping on the beauty bandwagon. </p> <p><em><strong>Related reading:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/69241-three-reasons-to-admire-glossier-the-best-online-beauty-brand-you-ve-never-heard-of" target="_blank">Three reasons to admire Glossier: The best online beauty brand you've never heard of</a></em></li> <li><em><a href="https://www.econsultancy.com/blog/69354-10-brilliant-examples-of-content-marketing-from-beauty-brands" target="_blank">10 brilliant examples of content marketing from beauty brands</a></em></li> <li><em><a href="https://econsultancy.com/blog/68205-how-three-beauty-ecommerce-sites-integrate-editorial-content" target="_blank">How three beauty ecommerce sites integrate editorial content</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/69475 2017-10-05T10:04:00+01:00 2017-10-05T10:04:00+01:00 How Nissan works with influencers at each stage of its marketing funnel David Moth <p>Here’s an overview of their very insightful presentation.</p> <h3>The background</h3> <p>While some marketers might use influencers as part of a one-off campaign, Nissan has integrated influencer marketing throughout its comms and marketing plan. </p> <p>In order for this to happen, a lot of work had to be done to convince senior stakeholders that it would have a positive business impact and was worth the investment.</p> <p>Much of this work was done by Rhian Jones, Nissan’s social media manager. A few years ago influencer marketing sat with the PR team and only had a tiny budget. Rhian was first able prove the value of influencers, then she successfully championed the need to reorganise the business to make the most of the opportunity.</p> <p>As a result, influencer marketing is now embedded within the marketing function and draws from the same overall budget. Nissan has four people working as influencer specialists as well as some agency support, however all the relationships are managed in-house.</p> <p>Gemma Dodd explained that this has been a double-edged sword, as while influencer marketing is now taken seriously and afforded a bigger budget, the team also has to be more diligent about proving ROI.</p> <p>Dodd said: “Justifying the spend on influencers is an ongoing piece. That change in attitudes requires ongoing effort, Rhian still needs to spend time reassuring stakeholders that this is the way to go.”</p> <h3>Integrated influencers</h3> <p>Nicolas highlighted two examples of influencer videos that achieved massive reach for Nissan. The first was a Copzilla clip created by Car Throttle which achieved 8m views and 12,000 comments. </p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fcarthrottle%2Fvideos%2F1579208382090206%2F&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <p>The second was a UniLad video showcasing a car for dog lovers, which included various customisations that made the vehicle more accessible for dogs. It achieved 63m views, while the official Nissan corporate video featuring the same car only pulled in 400,000 views.</p> <p>These big numbers are all very impressive, but how does it fit into the overall marketing strategy for the brand?</p> <p>According to Nicolas, the car buying process is complex and can last more than three years. Nissan breaks this down into four stages, each with its own set of KPIs. Nissan works with influencers at each stage of this 'See, Think, Do, Care' framework, though it differs for each model of car.</p> <p>For example, with its Qashqai model the focus is on the See stage. According to Nicolas: “It’s already a huge car, so Nissan are looking for reach.” For the electric Leaf model, it’s more about building trust in the category so Nissan’s focus is on the Think stage.</p> <p>And finally, for the Navara the focus is on the Do stage. Nicolas again: “All models in this category are comparable and similar, so Nissan needs to focus on creating leads and driving sales.”</p> <h3>Key Performance Influencers</h3> <p>Nicolas also touched on how Nissan aligns influencer KPIs to its brand objectives. The framework in this instance is Input, Output and Outcomes. Again, the outcomes differ for each stage of the funnel.</p> <p><img src="https://assets.econsultancy.com/images/0008/9395/Nissan_KPIs.png" alt="" width="750" height="289"></p> <h3>Organic relationships</h3> <p>Almost all of Nissan’s influencer relationships are unpaid, though there are various incentives and rewards on offer. These include invites to events and access to cars before anyone else.</p> <p>Even so, it’s impressive to hear that Nissan maintains relationships with 198 influencers and keeps an eye on 600 in total. This helps the brand to target seven distinct audiences and influencer communities, which are centred around car models as well as related interests.</p> <p>For example, Nissan works with football influencers as part of its sponsorship deal with Manchester City and the Champions League. This is because Nissan knows that people need to associate the brand with football 6.3x per month in order to increase their propensity to buy one of its vehicles.</p> <p>Sixty influencers were involved in the brand’s Champions League activity with seven of those (with 32m reach) taken to the tournament’s final.</p> <p>These types of sponsorship deals obviously aren’t cheap, so it’s not quite accurate to say these influencer deals are free, but results such as those in the below slide show how influencers can help to maximise the impact of marketing campaigns.</p> <p><em>(Click to enlarge)</em></p> <p><em><a href="https://assets.econsultancy.com/images/0008/9396/Nissan_influencer_results.png"><img src="https://assets.econsultancy.com/images/0008/9397/Nissan_influencer_results_small.png" alt="" width="700" height="393"></a><br></em>Just to finish, here's a summary of Nissan's influencer marketing results for the year. And with that, our whistle-stop tour of Nissan's influencer strategy is complete.</p> <p><img src="https://assets.econsultancy.com/images/0008/9398/more_KPIs.png" alt="" width="750" height="290"></p> <p><em>For more on this topic, see:</em></p> <ul> <li><a href="https://www.econsultancy.com/blog/69161-micro-influencers-how-to-find-the-right-fit-for-your-brand"><em>Micro-influencers: How to find the right fit for your brand</em></a></li> <li><a href="https://econsultancy.com/reports/measuring-roi-on-influencer-marketing"><em>Measuring ROI on Influencer Marketing (subscription required)</em></a></li> <li><a href="https://econsultancy.com/blog/69196-11-impressive-influencer-marketing-campaigns"><em>11 impressive influencer marketing campaigns </em></a></li> </ul> tag:econsultancy.com,2008:BlogPost/69418 2017-09-14T14:26:39+01:00 2017-09-14T14:26:39+01:00 The FTC begins cracking down on influencers who violate its rules Patricio Robles <p>Last week, the FTC <a href="https://www.ftc.gov/news-events/press-releases/2017/09/csgo-lotto-owners-settle-ftcs-first-ever-complaint-against">announced</a> that two influencers active on YouTube, <a href="https://www.econsultancy.com/blog/69392-amazon-turns-twitch-into-an-influencer-sales-platform">Twitch</a>, Twitter and Facebook had settled charges that they "deceptively endorsed the online gambling service CSGO Lotto...while failing to disclose they jointly owned the company."</p> <p>In addition, the FTC says that the influencers, Trevor 'TmarTn' Martin and Thomas 'Syndicate' Cassell, paid other influencers to promote CSGO Lotto without requiring them to disclose that they were paid.</p> <h3>A notable first</h3> <p>This is not the first time that the FTC has taken action over influencer marketing rule violations – it previously won a settlement with Lord &amp; Taylor over the retailer's Instagram influencer marketing efforts – but it is the first time that the FTC has gone after influencers themselves for violations.</p> <p>"Consumers need to know when social media influencers are being paid or have any other material connection to the brands endorsed in their posts," FTC acting-chairman Maureen Ohlhausen stated in a press release. "This action, the FTC's first against individual influencers, should send a message that such connections must be clearly disclosed so consumers can make informed purchasing decisions."</p> <p>While this settlement is somewhat unique in that the influencers targeted owned the service they were promoting without disclosure, the FTC appears to be making it clear that it is now going to more aggressively pursue influencers for violations of its rule. Indeed, in its press release announcing this settlement, the FTC revealed that it has sent warning letters to 21 of the 90 influencers it contacted in April.</p> <p>"The warning letters cite specific social media posts of concern to staff and provide details on why they may not be in compliance with the FTC Act as explained in the Commission’s Endorsement Guides," the press release explained. "For example, some of the letters point out that tagging a brand in an Instagram picture is an endorsement of the brand and requires an appropriate disclosure."</p> <p>One would assume that if any of the 21 influencers the FTC contacted do not respond or don't allay the agency's concerns, new charges could be forthcoming.</p> <h3>A reminder for brands too</h3> <p>On one hand, the FTC's latest enforcement action is good news for brands, as it indicates that the FTC is willing to go after individual influencers and not just brands, who are the bigger financial targets. On the other hand, the FTC's move could signal that the agency is stepping up its enforcement efforts, which means that the entire influencer marketing ecosystem will be under more scrutiny and violations of the FTC's rules will carry with them a greater and greater risk of punishment for both influencers and brands.</p> <p>The good news is that as the FTC ups its enforcement, it is providing more guidance about what influencers and brands need to do to stay on the right side of the rules. For example, the FTC has also announced updates to <a href="https://www.ftc.gov/tips-advice/business-center/guidance/ftcs-endorsement-guides-what-people-are-asking">its enforcement guides</a> which were last updated in 2015.</p> <p>The new information in them covers a number of topics, such as the obligations of foreign influencers, disclosure of free travel and whether disclosures must be made at the beginning of paid posts. It also adds platform-specific disclosure guidelines for Instagram and Snapchat.</p> <p>Among the notable additions:</p> <ul> <li>"Tagging a brand you are wearing [in a photo] is an endorsement of the brand and, just like any other endorsement, could require a disclosure if you have a relationship with that brand."</li> <li>"There is a good chance that consumers won’t notice and understand the significance of the word 'ad' at the end of a hashtag, especially one made up of several words combined like '#coolstylead.' Disclosures need to be easily noticed and understood."</li> <li>"The use of '#ambassador' is ambiguous and confusing. Many consumers are unlikely to know what it means. By contrast, '#XYZ-Ambassador' will likely be more understandable (where XYZ is a brand name). However, even if the language is understandable, a disclosure also must be prominent so it will be noticed and read."</li> <li>"Keep in mind that if your post includes video and you include an audio disclosure, many users of [platforms like Instagram and Snapchat] watch videos without sound. So they won't hear an audio-only disclosure. Obviously, other general disclosure guidance would also apply."</li> </ul> <p><em>For more on this topic, read:</em></p> <ul> <li><a href="https://econsultancy.com/reports/measuring-roi-on-influencer-marketing"><em>Measuring ROI on Influencer Marketing (subscription required)</em></a></li> <li><a href="https://www.econsultancy.com/blog/69209-six-inconvenient-truths-about-influencer-marketing"><em>Six inconvenient truths about influencer marketing</em></a></li> <li><a href="https://econsultancy.com/blog/69196-11-impressive-influencer-marketing-campaigns"><em>11 impressive influencer marketing campaigns</em></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:Report/4581 2017-09-05T10:33:00+01:00 2017-09-05T10:33:00+01:00 Adidas: New rules of social engagement <p><em>Adidas: New rules of social engagement</em> is part of a series of brand strategy briefings examining the marketing strategies and tactics of the most popular and searched-for brands. As part of this series, Econsultancy curates a selection of brand case studies and stories to help you improve your modern marketing efforts.</p> <p>Adidas understands the need for existing and new customers to have <strong>meaningful experiences</strong>, whether they are coming to the brand from a fashion perspective or with a more serious interest in health and fitness. To engage these different types of <strong>digitally agile customers</strong>, adidas crafts <strong>social campaigns both across visible platforms and dark networks</strong>, which we consider in this Brand Strategy Briefing.</p> <h2><strong>What you'll learn</strong></h2> <ul> <li>Insight from adidas’ VP of Digital Strategy and Delivery, Joseph Godsey, on how the brand is creating valuable customer experiences via social</li> <li>Adidas’ recent activity using dark social</li> <li>How the brand is combining chatbot technology with Facebook Messenger to engage consumers</li> <li>Specific social media wins from the adidas Originals team</li> </ul> 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:BlogPost/69394 2017-09-01T12:18:43+01:00 2017-09-01T12:18:43+01:00 10 stupendous digital marketing stats we’ve seen this week Nikki Gilliland <p>Please enjoy.</p> <h3>McGregor generates the most social media engagements</h3> <p>He might have lost in the ring, but data from <a href="http://www.4cinsights.com/news/" target="_blank">4C Insights</a> has revealed that Conor McGregor was victorious in generating online media conversation.</p> <p>McGregor saw more than 3,294,078 Facebook and Twitter engagements on fight night, which includes tweets, retweets, replies and likes. In comparison, Mayweather generated 2,986,484 engagements, highlighting McGregor’s ability to generate mass hype and media discussion.</p> <p>The fight amassed 889,705 engagements on Facebook and Twitter in the week leading up to it, before a massive surge on the night itself saw engagements rise 605% to 6,280,562.</p> <h3>Small businesses falling behind on digital transformation</h3> <p><a href="https://www.g2crowd.com/blog/small-business/introducing-crowd-views-iii-small-business-technology/" target="_blank">G2 Crowd</a>’s third quarterly report has revealed that small business owners are failing to effectively market their businesses in a digital world. Research found that 24% of businesses are still largely investing in either newspaper ads and/or billboards, while only 19% of respondents are spending money on Google AdWords. </p> <p>That being said, the report suggests that technology is an area of focus for small businesses interested in scaling growth, with 47% planning to increase IT spending this year.</p> <h3>Number of hours spent checking email decreases 27%</h3> <p>According to Adobe’s third annual <a href="https://blogs.adobe.com/conversations/2017/08/consumers-are-still-email-obsessed-but-theyre-finding-more-balance.html" target="_blank">email survey</a>, people are checking their work and personal email less frequently than they were in 2016.</p> <p>The overall number of hours spent on email per day decreased 27% from last year. Specifically, there was a 28% decrease in consumers checking email messages from bed in the morning, with more than a quarter of consumers now waiting until they get to the office to check their inboxes. </p> <p>The report also suggests one in five consumers never check email outside of normal work hours, and nearly half don’t or rarely check while they’re on holiday. </p> <p>However, this is not the case for millennials. More than half of 18-24 year olds still check their email while in bed in the morning, and 43% of millennials aged 25-34 admit to doing the same.</p> <p><img src="https://assets.econsultancy.com/images/0008/8676/Adobe.JPG" alt="" width="780" height="311"></p> <h3>Google and Alexa make up 90% of voice commerce market share</h3> <p>The news that Amazon and Google are joining forces could mean big things for voice commerce, according to insight from Walker Sands.</p> <p>Currently, 24% of consumers own a voice controlled device, while 20% plan to purchase within the next year. Together Google and Alexa make up approximately 90% of the market share. </p> <h3>US social ads failing to drive conversions</h3> <p>Research by <a href="https://civicscience.com/facebook-ads-affect-purchases-snapchat-twitter-instagram-combined/" target="_blank">CivicScience</a> has found that ads on social platforms like Facebook and Instagram are failing to convert users. </p> <p>In a survey of over 1,900 US consumers, just 1% of respondents aged 13 and older said they have previously made a purchase based on a Snapchat ad, and only 4% said they have bought anything after seeing an Instagram ad. Overall, 45% said that they have never purchased anything based on ads they saw from social media sites, and over a third said they don’t use social media.</p> <p>Facebook was found to be the most influential channel for purchasing behaviour, with 16% of consumers buying a product based on a Facebook ad.</p> <p><img src="https://assets.econsultancy.com/images/0008/8675/CivicScience.JPG" alt="" width="780" height="394"></p> <h3>Personalisation brings footwear brand 64% increase in ROI </h3> <p>Dune London has revealed that it’s seen a 64% increase in return on investment per customer after personalising its media to real people, in partnership with <a href="http://info.conversantmedia.eu/dune-london" target="_blank">Conversant</a>.</p> <p>Instead of targeting segments or cookies, Dune tailored messages to individual customer’s specific needs and interests. This involves showing complementary products post-purchase, and tailoring ads according to what kinds of products a customer tends to browse and buy the most.</p> <p>As well as a 64% increase in ROI per customer, personalisation also led to a 33% increase in messaged conversion rate.</p> <h3>Push notifications boost in-app spending by 16%</h3> <p>According to <a href="http://www.prnewswire.com/news-releases/leanplums-analysis-reveals-push-notifications-increase-in-app-spend-16-and-drive-96x-more-users-to-buy-300510182.html?tc=eml_cleartime" target="_blank">Leanplum</a>, push notifications can lead to a significant increase in mobile conversions.</p> <p>The Insights to Mobile Revenue report states that push notifications can boost in-app spending by 16% – driving nearly 10 times more users to make a purchase compared to those who did not receive one.</p> <p>Research also found that promotional push notifications sent on a Saturday resulted in over twice as many purchases than notifications sent on Thursday. Meanwhile, push notifications sent during the late afternoon lead to 2.7 times more purchases than any other time of day.</p> <p><img src="https://assets.econsultancy.com/images/0008/8674/Leanplum.JPG" alt="" width="500" height="509"></p> <h3>One in nine marketers will spend more than £100,000 on influencers in the next year</h3> <p>New research from Takumi has revealed that one in nine marketers plan to spend in excess of £100,000 on influencer marketing in the next 12 months.</p> <p>39% of professionals say they will spend up to £10,000, while a further fifth predict their budget to fall somewhere between £10,000 and £100,000. In contrast, just 4% say they plan to forgo influencer campaigns entirely. </p> <p>This shows the extent to which influencer marketing has grown in popularity, with 26% of marketers now believing it is a more effective way to target consumers than traditional advertising. 43% agree that it is more effective, but only for millennial audiences.</p> <h3>‘In the moment’ searches are on the rise</h3> <p><a href="https://www.thinkwithgoogle.com/consumer-insights/consumer-immediate-need-mobile-experiences/?utm_medium=email&amp;utm_source=promo&amp;utm_team=twg-us&amp;utm_campaign=20170829-twg-micro-moments-email-B&amp;utm_content=cta&amp;mkt_tok=eyJpIjoiWlROaE16STJaVE00TkdJdyIsInQiOiI3cVpldDV6cml6S1wvbHlhM0t1SjJzckdyUVZseGQ1NmtjeVwvUmtQXC9mYUVQTmExOEJOZFRNUWJmRkxVcUR0Z0JmcDZNaGMrbFVWNzlDQ2dxYjNia0hjc2FXeEZqd2IwUHFOdVo5N3p5Zk1QM0MxdjBXU1NxUktkNDZ1dVdQWlM0aSJ9" target="_blank">Google research</a> has found that consumers are more impatient than ever before, with increasing expectations for brands to immediately meet their needs. </p> <p>Searches related to ‘same-day shipping’ have grown more than 120% since 2015. Similarly, searches for ‘open now’ have tripled over the past two years, while searches for ‘store hours’ have dropped.</p> <p>Lastly, Google found that travel-related searches for ‘tonight’ and ‘today’ have grown more than 150% on mobile, reflecting consumer demand for spontaneous and in-the-moment bookings.</p> <p><img src="https://assets.econsultancy.com/images/0008/8673/Open_Now.JPG" alt="" width="780" height="454"></p> <h3>Consumers more likely to make frivolous purchases on touchscreens</h3> <p>A <a href="http://www.sciencedirect.com/science/article/pii/S0969698917300024" target="_blank">new study</a> has revealed that consumers are more likely to make purchases when browsing on a touchscreen device, especially when it comes to things they don’t necessarily need.</p> <p>This is because touchscreens create more experiential thinking in users, while desktops evoke rational consideration. </p> <p>An experiment found that participants were more inclined to buy a restaurant gift card than a grocery gift card on a touchscreen, while desktop users favoured the opposite. In this sense, desktop elicits a similar response to shopping in-store, where a series of logical steps means we are less likely to be driven by emotions or impulse.</p>