tag:econsultancy.com,2008:/topics/mobile Latest Mobile content from Econsultancy 2016-07-27T14:02:00+01:00 tag:econsultancy.com,2008:BlogPost/68102 2016-07-27T14:02:00+01:00 2016-07-27T14:02:00+01:00 Why there should be more plaudits for digital audits Chris Bishop <p>Those at the top of organisations don’t feel they have the strategic sweep to justify the time and effort required to commission them.</p> <p>Audits are viewed at times as a little “too tactical” or only done once every blue moon by agencies aiming to impress for your business, only to then collect dust on top of Econsultancy buyers guides print outs or even your old New Media Age magazines (<strong>Ed</strong>: We let this lie, but only to show we have a sense of humour).</p> <p>For the in-house Head of Ecommerce, requesting a digital audit might sound dangerously like a turkey voting for Christmas. </p> <h3>Are we selling audits wrongly?</h3> <p>Or is it the slightly cheesy marketing of website or marketing auditors themselves that is putting people off?</p> <p>All that tired ‘digital health check’ stuff might be the kind of foot in the door tactic that make brands feel suspicious of then giving access to their precious AdWords account, <a href="https://econsultancy.com/blog/67171-what-is-affiliate-marketing-why-do-you-need-it/">affiliate network</a> or analytics suite.</p> <p><img src="https://assets.econsultancy.com/images/0007/7503/healthcheck.jpeg" alt="health check" width="275" height="183"></p> <h3>How important are digital audits anyway?</h3> <p>In reality, though, digital audits are absolutely vital. And third party objective auditing ensures that you’re not marking your own home work or ignoring long term problems.</p> <p>Proper auditing, UX testing and <a href="https://econsultancy.com/blog/67473-seven-conversion-rate-optimization-trends-to-take-advantage-of-in-2016/">CRO analysis</a> means you can elongate the lifetime and effectiveness of your website and digital media activity, in a way that can be done on any budget.</p> <p>Your digital real estate is often an expensive investment - you’ve got to maintain it properly to get results.</p> <h3>Regular servicing is vital</h3> <p>Think of that shiny new website you’ve just spent months developing as a new car you’ve just acquired.</p> <p>To start off with, it’s the envy of everyone who sees it. After-sales support is pretty good and you can see years of trouble free motoring ahead of you. Before you know it, though, your warranty is up and you’re on your own.</p> <p>As the car ages, small problems become big problems. It performs less effectively. You’re paying for petrol, but it’s becoming less and less economical to run. There are so many things going wrong with it you don’t know where to start. Eventually the car's value is so diminished you might as well scrap it and buy a new one.</p> <p>It’s the same with websites and digital marketing campaigns. They can’t be left to look after themselves – and even the mechanic themselves might need some fine tuning or training themselves.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/7504/service-blog-flyer.jpg" alt="car service" width="380"></p> <h3>What a digital audit can do for you </h3> <p>Audits can show you how to balance your budget more effectively through action and prioritisation. They can identify common issues like plateaus in activity and drop offs in acquisition; all the elements that reduce profitability. </p> <h3>The Lessons of the Audit</h3> <p>Constantly learn, constantly improve, constantly trade! A timely and constructive audit will help you:</p> <ul> <li>Keep up to date with the latest channel trends - Google changes, new publishers in affiliate, new platform or techniques for social. </li> <li>Use competitor analysis to keep your enemies close! It’s crucial to analyse and understand market share/spend and its consequences for your brand. </li> <li>Help you (re)define your goals.</li> <li>Confirm your objectives or KPIs so you can measure success.</li> <li>Understand new opportunities.</li> <li>Benchmark improvements or conversely measure areas of decline.</li> <li>Ensure corporate compliance – its best practice to have someone external “rubber stamp” your activity.</li> <li>Encourage serendipity – the uncovering of that nugget of information that transforms your understanding and makes the commercial difference.</li> </ul> <h3>Should you take the plunge?</h3> <p>Regular and skilled digital auditing is a detailed and never ending task.  It can transform the effectiveness of your digital advertising, website and budget.  </p> <p>Is it sexy? It’s showing your website a lot of love and attention. It’s optimizing and maximizing your marketing profitability and performance. Sounds pretty sexy to me.</p> <p><em>More on auditing:</em></p> <ul> <li><a href="https://econsultancy.com/blog/68031-answering-the-key-question-of-content-auditing-where-do-i-start/">Answering the key question of content auditing - where do I start?</a></li> </ul> tag:econsultancy.com,2008:BlogPost/68091 2016-07-27T12:24:13+01:00 2016-07-27T12:24:13+01:00 How five charities are innovating with contactless payment technology Nikki Gilliland <p>But apparently, I'm not the only one.</p> <p>Cash usage has declined <a href="https://www.treasurers.org/node/10213">by 14% in the past five years</a> – a statistic that sparked Cancer Research’s ‘Tap to Beat Cancer’ campaign.</p> <p>Last year, the charity placed ‘contactless giving’ windows in four of its UK shops, allowing passers-by to donate £2 with one tap. For World Cancer Day 2016, it’s taking things one-step further by using the technology in face-to-face campaigning.</p> <p>Surpassing £1.5bn for the first time this March, the growth of contactless payment shows no danger of slowing down. Not surprisingly, a whole host of other charities have been experimenting with the trend.</p> <h3>Other examples</h3> <h4>Sue Ryder</h4> <p>The hospice and neurological care charity recently began a trial of two contactless payment options.</p> <p>One, a portable device, allows people to donate £2 during sales events. The other, a static device, allows visitors to its Nettlebed hospice the opportunity to donate £16 – the price of one hour’s care.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">We're now accepting contactless <a href="https://twitter.com/hashtag/donations?src=hash">#donations</a> making it easier for you to help us to continue providing incredible care <a href="https://t.co/gWn6tIBqu4">pic.twitter.com/gWn6tIBqu4</a></p> — Sue Ryder Nettlebed (@SRNettlebed) <a href="https://twitter.com/SRNettlebed/status/742722251469008896">June 14, 2016</a> </blockquote> <h4>Mary’s Meals</h4> <p>Earlier this year, Scottish-based charity Mary’s Meals installed contactless donation boxes in cafes across England.</p> <p>Allowing donations of just 30p (enough to provide some of the poorest children with five meals) – the campaign used the café environment as a powerful correlation to the cause. </p> <p>Having received 1,500 taps in just six weeks, the initiative is set to be rolled out in further locations.</p> <p><img src="https://assets.econsultancy.com/images/0007/7208/Mary_s_Meals.PNG" alt="" width="550" height="365"></p> <h4>Blue Cross</h4> <p>The Blue Cross created the world’s first team of canine fundraisers.</p> <p>By embedding contactless technology into specially-designed jackets, it enabled the public to donate by patting dogs during charity events. </p> <p><iframe src="https://www.youtube.com/embed/BvyQOO0D9rY?wmode=transparent" width="993" height="559"></iframe></p> <h4>The Barbican</h4> <p>Art galleries with ‘optional’ entry donations often lose out to lack of cash.</p> <p>The Barbican gallery is the first to try and counteract this, recently placing a contactless donation point at the entrance of its Curve Gallery. </p> <p><img src="https://assets.econsultancy.com/images/0007/7202/Barbican_Curve.PNG" alt="" width="680" height="409"></p> <h3>Why it works</h3> <h4>Autonomous</h4> <p>The problem with face-to-face fundraising is that people assume they are going to be asked to commit long-term.</p> <p>The beauty of contactless donations is that it is a one-off, one-time action. Even easier than a text donation, it is something that can be done without too much thought or consideration. </p> <h4>Innovative</h4> <p>As the Blue Cross example shows, contactless giving disrupts traditional notions about donating to charity.</p> <p>Using the technology to create a fun and unexpected experience, it is more likely to pique interest and involvement.</p> <h4>Interactive</h4> <p>The beauty of Cancer Research’s 2015 campaign was that it used digital technology in more ways than one.</p> <p>When store windows were tapped, a screen was activated to show a scientist actively working in the fight against cancer. This immediate pay-off gives the experience an immersive, interactive element.</p> <p><iframe src="https://www.youtube.com/embed/_wxoZSEDZjo?wmode=transparent" width="560" height="315"></iframe></p> <h4>Relevant</h4> <p>For charities, contactless technology could be a viable way to adapt to changing behaviours.</p> <p>Fast, easy and practical, it is simple to install as well as use. What’s more, it is simple to roll out, and accessible enough for even smaller charities.</p> <p>With more of us using contactless payments for everyday purchases, the <a href="https://econsultancy.com/blog/68014-how-charities-can-win-at-the-zero-moment-of-truth/" target="_blank">charity sector</a> could be next in line to embrace the technology.</p> <p><em>Find out more about out-of-home advertising:</em></p> <p><a href="https://econsultancy.com/blog/68051-six-case-studies-that-show-how-digital-out-of-home-advertising-is-changing/">Six case studies that show how digital out-of-home advertising is changing</a></p> tag:econsultancy.com,2008:BlogPost/68101 2016-07-26T12:19:00+01:00 2016-07-26T12:19:00+01:00 Snapchat Bitmoji: What does it mean for brands and marketers? Nikki Gilliland <h3>Bit-what?</h3> <p>If you're unaware, Bitmoji essentially allows users to create a virtual version of themselves - sort of like a personalised emoji, but bigger and more cartoon-like.</p> <p>This image then becomes part of customised sketches, ranging from personal greetings to pop-culture references.</p> <p>It’s all very silly, but also hugely addictive and surprisingly effective.</p> <p>When there are no words to express a hangover or that TGIF feeling, a Bitmoji says it all.</p> <p><img src="https://assets.econsultancy.com/images/0007/7304/bitmoji-20160721121256.png" alt="" width="200" height="200"> <img src="https://assets.econsultancy.com/images/0007/7305/IMG_2170.JPG" alt="" width="200" height="200"><img src="https://assets.econsultancy.com/images/0007/7306/bitmoji-20160721121342.png" alt="" width="200" height="200"></p> <h3>How will it work?</h3> <p>To use Bitmoji in Snapchat, the app needs to be downloaded separately.</p> <p>Once the settings are linked, users can then add personalised stickers to snaps and send them through the app's chat platform.</p> <p>With the recent overhaul of the latter, users can now send images, audio, video and photos in a continuous conversation without needing to switch tabs.</p> <p>Snapchat are surely hoping that Bitmoji will play a big part in this, especially as users often ignore or fail to realise that the platform has a chat feature.</p> <p><iframe src="https://www.youtube.com/embed/bf5SGWriJy0?wmode=transparent" width="500" height="281"></iframe></p> <h3>How can brands use it?</h3> <p>With consumers spending <a href="https://econsultancy.com/blog/68062-mobile-marketing-strategy-four-key-charts-from-our-latest-research/" target="_blank">more time on mobile devices</a> than ever before, social media has become awash with branded content. </p> <p>While Snapchat’s Discover and Stories features already allow brands to connect with fans, Bitmoji will provide yet another way for this to happen, specifically appealing to a millennial market who already use the app in every day conversations.</p> <p>Bitmoji will allow brands to create unique animated sketches that advertise their particular products or services, similar to sponsored Snapchat Lenses which saw the likes of Pepsi Max and Taco Bell create their own filters.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Get a mind blowing taste of <a href="https://twitter.com/hashtag/PepsiMaxCherry?src=hash">#PepsiMaxCherry</a> with our Snapchat lens for today only! Send your snaps to PepsiMaxUK! <a href="https://t.co/X3S8T8rrbM">https://t.co/X3S8T8rrbM</a></p> — Pepsi Max (@PepsiMaxUK) <a href="https://twitter.com/PepsiMaxUK/status/698657671147159552">February 13, 2016</a> </blockquote> <p>Unlike other forms of online content, the biggest benefit of Bitmoji is that it enables the infiltration of ‘<a href="https://econsultancy.com/blog/67529-the-rise-of-dark-social-everything-you-need-to-know/" target="_blank">dark social</a>’ – i.e. private messages and conversations.</p> <p>With <a href="http://info.radiumone.com/rs/radiumone/images/RadiumOne_DarkSocial.pdf">74% of all online sharing activity occurring in this space</a>, it presents a mammoth opportunity for marketers.</p> <h3>What are the challenges?</h3> <p>We’ve already seen the likes of Pixar and HBO create personalised Bitmojis, released in celebration of new movies and TV series.</p> <p>Similarly, clothing designers such as Steve Madden and Michael Kors have featured on ‘Bitmoji Fashion’ – the feature that allows users to personalise their avatars with a particular outfit.</p> <p><iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2FSteveMaddenShoes%2Fposts%2F10153409980547869&amp;width=500" width="500" height="633"></iframe></p> <p>While there is clear opportunity for fashion and entertainment brands, the challenge might be for industries that do not have a natural tie-in or affinity with the platform. </p> <p>Sure, users might be inclined to send a Bitmoji of themselves as a particular movie character – however it remains to be seen whether product-focused brands (like Starbucks and Coca Cola) are able to evoke the same sense of fun and spontaneity. </p> <p>Having forked out such a big sum, Snapchat is certainly hoping so.</p> tag:econsultancy.com,2008:BlogPost/68106 2016-07-22T12:00:15+01:00 2016-07-22T12:00:15+01:00 10 sizzling digital marketing stats of the week Nikki Gilliland <h3>Travel industry experiences highest cart abandonment rates</h3> <p>According to the latest report by SaleCycle, the travel industry is experiencing the highest rates of online abandonment, with time sensitive flight and hotel bookings being the most commonly discarded.</p> <p>The retail industry is the second biggest industry affected, suffering from abandonment rates of 74.6%.</p> <p>Insight shows that SMS retargeting could be the most beneficial solution as consumers generally read messages within 3 minutes of receiving them.</p> <p><img src="https://assets.econsultancy.com/images/0007/7329/abandonment_rates.PNG" alt="" width="700" height="317"></p> <h3>Sweden biggest users of Snapchat and Instagram in Europe</h3> <p>The latest stage of the Adobe Best of the Best 2015 report has revealed that Swedes are the most social-media savvy of all European countries.</p> <p>33% of people in Sweden use <a href="https://econsultancy.com/blog/67257-15-reasons-your-brand-should-be-on-snapchat/">Snapchat to engage with brands</a>, compared with 22% in France and 20% in the UK.</p> <p>51% of people surveyed in Sweden said that they also use Instagram for the same reason. This is in contrast to the UK where Twitter is the leading platform for brand engagement. </p> <h3>Political searches soar since Brexit</h3> <p>Hitwise, a division of Connexity, has revealed how online behaviour is reflecting the growing concern over the current UK political situation.</p> <p>Since <a href="https://econsultancy.com/blog/68003-ecommerce-in-the-uk-post-brexit-positives-negatives-opportunities">Brexit</a>, there has been a 300% increase in searches about moving to other EU countries.</p> <p>Likewise, there has been an increase in searches for mortgages, interest rates and gold.</p> <p>Despite the weaker pound, searches for holidays and flights have not been impacted.</p> <p><img src="https://assets.econsultancy.com/images/0007/7334/image001.png" alt="" width="750" height="359"></p> <h3>Shoppers less tolerant of queuing due to technology </h3> <p>A new report from Worldpay has highlighted how Brits are becoming less patient when it comes to queuing in-store.</p> <p>Out of a nationwide survey of over 2,500 consumers, London was found to be the least patient, with 18% prepared to queue for more than five minutes. In contrast, northerners are the most patient, with 28% of shoppers saying they’d be willing to queue for longer.</p> <p>The rise of online shopping is said to be the reason behind this growing trend. </p> <p>One-click ordering and next-day delivery means that consumers are becoming more demanding as a result.</p> <h3>‘Invisible socks’ the most searched-for menswear item in the UK</h3> <p>With temperatures soaring to 33 degrees this week, Lyst has been looking to see if the heat has been affecting our spending habits.</p> <p>According to data, sales of ‘invisible socks’ (i.e ankle or trainer socks) are up 218% week on week, making it the most-searched for item right now.</p> <p>It seems women are feeling summery too, with Monday seeing us purchase more white dresses than black for the first time this year.</p> <p><img src="https://assets.econsultancy.com/images/0007/7338/iStock_82510309_SMALL.jpg" alt="" width="600" height="399"></p> <h3>Retail apps overtake mobile web for loyalty and engagement</h3> <p>App commerce company Poq has discovered that more shoppers are moving to mobile apps to buy.</p> <p>According to research, the average online shopper spends 6% more money on apps and 5% less money on the mobile web.</p> <p>What’s more, apps are also said to increase customer retention and improve long-term loyalty. Long-term retention rates are over twice as high when a shopper makes at least one purchase in an app.</p> <p><img src="https://assets.econsultancy.com/images/0007/7335/mobile.PNG" alt="" width="300" height="424"></p> <h3>7.5m people in the UK left behind by digital revolution</h3> <p>Analysis by Experian has discovered that, when it comes to digital behaviour, Britain is a nation divided into three distinct camps.</p> <p>A third of people in the UK are digital devotees, with the most devices and the most amount of time spent online.</p> <p>Half of the population are day-to-day doers, using the internet for practical reasons like paying bills.</p> <p>Lastly, 7.5m people are said to be digital dawdlers, with a limited knowledge and lack of interest.</p> <p>Insight suggest that businesses must take this into account when communicating with audiences.</p> <h3>Sports fans flock to YouTube ahead of Rio Olympics</h3> <p>In anticipation of the Olympics this summer, research from Ipsos Mori and Flamingo has revealed how online video platforms will benefit from the event.</p> <p>A survey found that 75% of Brits will look for related <a href="https://econsultancy.com/blog/67932-the-future-of-video-is-vertical-texted-emotional/">video content</a> during the Olympics. Similarly, 44% will watch sports or fitness videos online while simultaneously watching live sports on TV. </p> <p>Unsurprisingly, YouTube is the most popular platform, with 78% of people saying that it is home to content that they can’t find elsewhere.</p> <p><img src="https://assets.econsultancy.com/images/0007/7336/youtube.PNG" alt="" width="630" height="362"></p> <h3>Binge-viewing is on the rise</h3> <p>Research suggests that binge-viewing (i.e. watching multiple episodes of a TV show in one sitting) has never been more prevalent. </p> <p>According to data from GfK MRI, 6 in 10 television viewers say they regularly watch three or more episodes in one go.</p> <p>Millennials are the most prolific binge-watchers, with 16% of this demographic saying that watching live television is a special event.</p> <p>As a result, the challenge for brands is finding how to advertise to them.</p> <h3>Luxury brands set to get the biggest boost from this year's Black Friday?</h3> <p>According to research by Qubit, brands in the luxury retail category saw the highest boost in conversion rate on last year's Black Friday.</p> <p>Conversely, electronics and home and garden retailers had the lowest increase, with the latter seeing a 27% uplift in conversions compared to the rest of year average.</p> <p>With some fashion retailers seeing a spike in conversions despite not even participating, it appears the day inspires more shopping behaviour all round.</p> tag:econsultancy.com,2008:Report/3008 2016-07-21T11:30:00+01:00 2016-07-21T11:30:00+01:00 Internet Statistics Compendium Econsultancy <p>Econsultancy’s <strong>Internet Statistics Compendium</strong> is a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media. </p> <p><strong>The compendium is available as 11 main reports (in addition to a B2B report) across the following topics:</strong></p> <ul> <li><strong><a href="http://econsultancy.com/reports/advertising-media-statistics">Advertising</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/content-statistics">Content</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/customer-experience-statistics">Customer Experience</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/web-analytics-statistics">Data and Analytics</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/demographics-technology-adoption">Demographics and Technology Adoption</a></strong></li> <li><strong><a href="http://econsultancy.com/uk/reports/ecommerce-statistics">Ecommerce</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/email-ecrm-statistics">Email and eCRM</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/mobile-statistics">Mobile</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/search-marketing-statistics">Search</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/social-media-statistics">Social</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/strategy-and-operations-statistics">Strategy and Operations</a></strong></li> <li><strong><a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B</a></strong></li> </ul> <p>Updated monthly, each document is a comprehensive compilation of internet, statistics and online market research with data, facts, charts and figures.The reports have been collated from information available to the public, which we have aggregated together in one place to help you quickly find the internet statistics you need, to help make your pitch or internal report up to date.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p><strong>Those looking for B2B-specific data should consult our <a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B Internet Statistics Compendium</a>.</strong></p> <p> <strong>Regions covered in each document (where available) are:</strong></p> <ul> <li><strong>Global</strong></li> <li><strong>UK</strong></li> <li><strong>North America</strong></li> <li><strong>Asia</strong></li> <li><strong>Australia and New Zealand</strong></li> <li><strong>Europe</strong></li> <li><strong>Latin America</strong></li> <li><strong>MENA</strong></li> </ul> <p>A sample of the Internet Statistics Compendium is available for free, with various statistics included and a full table of contents, to show you what you're missing.</p> tag:econsultancy.com,2008:BlogPost/68081 2016-07-19T15:59:00+01:00 2016-07-19T15:59:00+01:00 Pokémon GO: Zappar founder tells us what it really means for augmented reality Ben Davis <h3>Brands shouldn't get too carried away</h3> <p>Caspar is refreshingly pragmatic about augmented reality (AR) and Pokémon GO. The game doesn't change the landscape for AR, merely shows how fun the technology can be.</p> <p>"Some people are saying ‘finally AR is having it’s moment’," he says, "but I’m not sure I necessarily agree with that statement. AR has been around for an awfully long time, it just depends what your benchmark is for what you think the right use case is.</p> <p>"There are plenty of different use cases which have been proven over many years, quite frankly.</p> <p>"It’s lovely to see things like Snapchat FaceSwap and now Pokémon GO give it that different, mass-market consumer appeal but a lot of that has got to do with the fact that they haven’t raised it in consumer’s minds as ‘AR’. It’s just a fun thing to do."</p> <p><img src="https://assets.econsultancy.com/images/0007/7215/poke.jpg" alt="pokemon go" width="470" height="264"></p> <p>Caspar goes further and points out that any new interest in AR on the back of the Nintendo phenomenon is par for the course in the hype machine of marketing and advertising.</p> <p>"Just this week, where people wanted to be <em>the Uber of X</em>, you probably can’t go to a VC presentation now without somebody mentioning Pokémon GO.</p> <p>"My background is in advertising, we worked on the Guinness Surfer campaign. I distinctly remember after that campaign came out, other clients - who were never going to make a campaign like that, because it wasn’t in their brand essence - would all go, ‘how could we do our version of Guiness Surfer?’</p> <p>"And I think that’s what you’ll find now. You'll get people whose brands don’t fit culturally, but they want to do it, [a large scale AR game]."</p> <p><img src="https://assets.econsultancy.com/images/0007/7214/Guinness_Surfer_advert_still.jpg" alt="guinness surfer" width="447" height="356"></p> <p>However, the Zappar co-founder isn't looking the gift horse of publicity in the face, but is merely setting expectations.</p> <p>"The great news is, people are talking about Pokémon GO. The thing to temper is - it’s not an easy thing to achieve.</p> <p>"There are so many things that have slotted into place to form the way Niantic have gone about it, with the brand and the underlying system they’ve already spent a lot of money exploring. It’s not easily replicable."</p> <h3>But AR campaigns <em>can</em> provide a sense of discovery</h3> <p>Whilst the scale and sophistication of Pokémon GO may be off limits, AR can still provide discovery and wonder, by targeting the increasingly personal smartphone.</p> <p>"What’s AR’s role in marcomms or in outreach for a digital strategy?" Caspar asks. "Where ZapCodes (real-world triggers for AR) help us is that brands have real estate across print, packaging, online - and AR can help you control that through the device that means the most to people.</p> <p>"And [the question for AR creative is] how do we make a connection between the two - a point of discovery that will delight and turn into intention to purchase or a social share?</p> <p>Pokémon GO is driving gamers on to the streets and sees them visiting many locations designated as 'gyms' to fight their monster proteges. I asked Caspar if this dynamic is something that could drive consumers to stores, using AR more broadly.</p> <p>He cited a recent Zappar campaign for its impact on sales.</p> <p>"We did a campaign in South Africa with Engen, a petroleum company. The marketing director had come from McDonalds so was someone who was used to consumer-facing marketing.</p> <p>"Part of Engen's challenge was that the price of petrol is set by the government in SA, so how else can they entice people to forecourts? What are the other value-add promotions they can do to get people to spend more money?</p> <p>"We printed our codes on the fly on the till receipts, if you spent a certain amount of money. If you scanned that till receipt you got a little driving game, relevant to the occasion.</p> <p>"You could enter your score in a high score table by giving your details and then someone at the end of the week won a swag bag of goodies, such as a laptop, headphones etc.</p> <p><iframe src="https://www.youtube.com/embed/5l_hztG8CPA?wmode=transparent" width="560" height="315"></iframe></p> <p>The results were impressive..</p> <p>"Over the eight week campaign Engen attributed an 11% uplift in sales around that activity, versus the previous year.</p> <p>"Going into that campaign, you think 'how many people can be bothered to keep a till receipt?' The ability to make something as dumb as a receipt into something that’s interactive and people will share is a really interesting example of changing behaviour with the use of AR on existing real estate."</p> <h3>And AR experiences will become better integrated</h3> <p>Caspar gave a vision of a branded AR experience in the not-too distant future, one characterised by fewer hurdles for the user.</p> <p>"Because of the way mobile will develop, more use of deep linking, the <a href="https://econsultancy.com/blog/67866-five-implications-of-android-instant-apps-for-marketers/">Android Instant App</a> development - taking away the friction - all these things will impact adoption and you’ll see more experiences of something appearing in the camera view either in <a href="https://econsultancy.com/blog/67713-augmented-reality-vs-virtual-reality-where-should-brands-focus/">AR or VR</a>"</p> <p>This idea of brand AR not needing an app download is compelling. Caspar continues, "Yeah, you could be on the web, hit a link that could download effectively that part of the app and take you straight to the experience and that’s why we’ve built our <a href="https://zap.works/">ZapWorks</a> authoring platform to work with that future in mind." </p> <p><iframe src="https://www.youtube.com/embed/zgkGDSQTy1g?wmode=transparent" width="560" height="315"></iframe></p> <p>"Our long term vision is to democratise AR. How do you make it a mass-market proposition, not only for end users but for content creators?</p> <p>"The thing we’ve tried to build is a platform that understands the canvas of mobile and tablet and can allow the next gen. of digital creatives to build short form experiences that are good quality with a high level of expression and immersion and game play and be able to publish that immediately. </p> <p>"Part of our roadmap will include the ability for anyone to do a face swap or 360 video, or create a mixed reality experience - take all these things and put them into one tool that anyone can access - this will be the evolution of our business. </p> <h3>AR and VR should be part of brand thinking (at least)</h3> <p>I asked Caspar if Pokémon GO had generated more new business enquiries for Zappar.</p> <p>"Definitely," he replied, "over the last five years, since snapchat and all the noise about VR and Google Cardboard and now Pokémon GO - it gives people permission, let’s people feel there’s more adoption.</p> <p>"...I think we are at the stage [because of support from big tech companies] that within marketing departments, people should be thinking about possible uses of AR and VR, the sense that you don’t only look at you phone, but you can see through it. </p> <p>"But remember a lot of big companies have only just come to terms with having a website. A lot of companies aren’t set up internally to do AR and VR.</p> <p>"The bigger the corp, the more legacy software and infrastructure - it’s hard for them to move at this pace."</p> tag:econsultancy.com,2008:BlogPost/68068 2016-07-18T15:06:00+01:00 2016-07-18T15:06:00+01:00 Four ways brands are marketing through dating services Patricio Robles <h3>Match.com and Starbucks</h3> <p>The coffee shop is a common location for first dates, so when Match.com announced a "Meet Me at Starbucks" feature in 2015, it made sense.</p> <p><a href="http://blog.match.com/match-starbucks-the-perfect-blend/">The tie-up</a>, which continues to this day, allows Match.com users to invite each other to Starbucks for a date.</p> <p>Users can also display a Starbucks badge on their profiles, highlighting their affinity for the coffee chain and making it easier for them to connect with other Starbucks aficionados.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/6988/matchstarbucks-blog-flyer.jpg" alt="" width="470" height="267"></p> <p>The Match.com/Starbucks relationship has also been used in joint promotions by both companies.</p> <p>While it's not known how much foot traffic Starbucks has seen as a result of its Match.com integration, Match.com says it knows of hundreds of couples who connected on its service and met in person for the first time at Starbucks.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/6989/starbuckspromo-blog-flyer.png" alt="" width="360" height="506"></p> <h3>Tinder Branded Profiles</h3> <p>Mobile dating app Tinder, which is especially popular with younger singles, has embraced native advertising like no other dating service. Its branded profiles, for instance, allow companies to set up profiles to promote their wares to Tinder users.</p> <p>For example, FOX created a Tinder profile for Mindy Kaling, an American comedian and actress, to promote her television show, The Mindy Project.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/6991/mindy_project_tinder-blog-flyer.png" alt="" width="470" height="229"></p> <p>When users match with a branded profile by swiping right, a marketing message can be sent. While <a href="http://www.cnbc.com/2014/02/07/fox-and-mindy-push-limits-of-native-advertising.html">some suggest that this pushes the limits</a> of what is acceptable, other networks and movie studios have created branded profiles for fictional characters.</p> <h3>Tinder Promotions</h3> <p>Tinder has also worked with brands to run more conventional and less controversial promotions. For instance, pizza chain Domino's teamed up with Tinder to offer discounts and the chance to win free food.</p> <p>Other brands using Tinder to connect with singles in a similar fashion include Bud Light, <a href="https://econsultancy.com/blog/66288-bud-light-turns-to-dating-app-tinder-for-whatever-usa-campaign">which integrated Tinder into its Whatever USA campaign last year</a>.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/6992/dominostinder-blog-flyer.jpg" alt="" width="470" height="314"></p> <h3>Happn Branded Profiles</h3> <p>Happn, a dating app designed to help daters connect with people they have crossed paths with in real life, has its own branded profiles, which function similarly to those on Tinder.</p> <p>While Happn's audience is smaller than Tinder's, the company has snagged advertisers like Fiat, which used branded profiles to promote the launch of the Fiat 500.</p> <p><img src="https://assets.econsultancy.com/images/0007/6993/fiathappn.png" alt="" width="314" height="471"></p> <p>Happn has also run branded profile campaigns for a number of charities, including Equality Now and Plan UK.</p> <p><a href="http://www.campaignlive.co.uk/article/1389738/advertising-dating-app-happn-ngos-brand-romance">According to</a> Happn exec Marie Cosnard, charity campaigns have experienced "very strong engagement" with branded profiles and their campaigns are a good match for the app.</p> <p>"When NGOs are fighting for a cause that’s linked to human relationships, such campaigns make people think about other types of relationship," she stated.</p> <p><em>Other dating-inspired articles:</em></p> <ul> <li> <a href="https://econsultancy.com/blog/67563-how-tinder-has-changed-ecommerce/">How Tinder has changed ecommerce</a> </li> <li> <a href="https://econsultancy.com/blog/67600-missguided-launches-tinder-inspired-app-experience-review/">Missguided launches Tinder inspired app experience: review</a> </li> <li> <a href="https://econsultancy.com/blog/66086-four-product-marketing-reasons-why-tinder-got-really-really-big/">Four product marketing reasons why Tinder got really, really big</a> </li> </ul> tag:econsultancy.com,2008:BlogPost/68079 2016-07-15T13:15:43+01:00 2016-07-15T13:15:43+01:00 10 notable digital marketing stats of the week Nikki Gilliland <p>Now, let's crack on.</p> <h3>Amazon receives 81.6m visitors on Amazon Prime Day</h3> <p>It’s been criticised for its lacklustre algorithm, but in terms of traffic, Amazon Prime Day has been confirmed as a success for the retailer.</p> <p>Despite visits from mobile and desktop falling 6% from last year, Amazon.com still received 81.6m visits on <a href="https://econsultancy.com/blog/68058-has-amazon-prime-day-2016-made-up-for-2015-s-primedayfail/">Prime Day 2016</a>.</p> <p>According to data from Hitwise, a division of connexity, this means it has been the most successful online shopping event since Cyber Monday, Black Friday and Amazon Prime Day of 2015.</p> <p><img src="https://assets.econsultancy.com/images/0007/7120/amazon_prime.PNG" alt="" width="599" height="287"></p> <h3>Pokemon Go surpasses Candy Crush with highest number of US daily users</h3> <p>With 15m downloads, and currently just under 21m daily active users, <a href="https://econsultancy.com/blog/68060-what-brands-can-learn-from-nintendo-s-digital-transformation-and-pokemon-go/">Pokemon Go</a> is now the biggest mobile game in US history.</p> <p>It’s only just out in the UK, however data from BoomApp has revealed that over 3% of UK android users had already downloaded the game ahead of its release.</p> <p>Which means, you can probably expect more Pokemon related stats next week…</p> <p><img src="https://assets.econsultancy.com/images/0007/7122/pokemon_go.PNG" alt="" width="400" height="335"></p> <h3>Millennials are a key demographic for energy providers </h3> <p>According to research by Accenture, millennials will drive much of the future value for energy providers, with 24% being classed as early adopters.</p> <p>However, despite this, the demographic is also the most demanding.</p> <p>81% of millennials say they would be discouraged from signing up to additional products or services if the company did not offer a seamless digital experience.</p> <h3>APAC overtakes US as world’s biggest digital ad market</h3> <p>Research from Strategy Analytics has found that Asia-Pacific is set to overtake North America for digital ad spend in 2016.</p> <p>While the latter will rise 9.6% to $59.5bn, APAC is predicted to rise 18.2% to $59.7bn.</p> <p>What’s more, APAC’s spend per person is relatively low in comparison to the saturated markets in the west, meaning there is huge potential for growth.</p> <p><img src="https://assets.econsultancy.com/images/0007/7123/Trend_in_Digital_Ad_Spend_by_Region_540.PNG" alt="" width="540" height="316"></p> <h3>UK population saving 51.4m hours per month thanks to disruptive apps </h3> <p>Opinium has discovered that apps and online tools are saving consumers a collective 51.5m hours over the course of each month.</p> <p>With convenience and time saving being cited as the most important advantage of an app (even over saving money), customer loyalty is up for grabs.</p> <p>68% of survey respondents said that would have no qualms about switching from traditional brands when given the option.</p> <h3><strong>Consumer goods firms unprepared for new data regulation</strong></h3> <p>Capgemini Consulting has revealed that companies risk facing fines of up to $151 billion, by failing to comply with the new General Data Protection Regulation.</p> <p>While the legislation has been created by the European Union, anyone that holds data within Europe or offers services to EU citizens will be affected.</p> <p>With 90% of consumer-facing companies experiencing customer data breaches, many are failing to put safeguards in place.</p> <h3>One in four name Amazon their favourite brand</h3> <p>In a survey of 1,000 consumers, the DMA found that one in four people named Amazon as their favourite brand.</p> <p>High street favourites John Lewis and <a href="https://econsultancy.com/blog/67883-marks-spencer-what-does-putting-the-customer-at-the-heart-of-everything-mean/">Marks &amp; Spencer</a> were next in line.</p> <p>With just three out of the top twenty being online brands (ASOS, eBay and Amazon), the physical shopping experience is clearly still in favour.</p> <h3>Live TV viewing drops 6% in two years</h3> <p><a href="http://stakeholders.ofcom.org.uk/binaries/broadcast/reviews-investigations/psb-review/psb2016/PSB-Annual-Report-2016.pdf" target="_blank">Ofcom's Annual Research Report</a> has revealed that fewer young people are watching live television than ever before.</p> <p>From 2014 to 2016, the total viewing time of live TV among young adults dropped from 69% to 63%</p> <p>With one-third of all viewing among 16 to 24 year olds occuring via on-demand services, platforms like Amazon and Netflix have seen a surge.</p> <p><img src="https://assets.econsultancy.com/images/0007/7139/ofcom_report.PNG" alt="" width="633" height="373"></p> <h3>YouTube pays $2bn to content owners</h3> <p>A statement from Google has revealed that YouTube has generated over $2bn for content owners from its Content ID management system.</p> <p>Over 90% of Content ID claims result in monetisation, and the music industry in particular chooses to monetise 95% of claims.</p> <p>With even <a href="https://publicpolicy.googleblog.com/2016/07/continuing-to-create-value-while.html" target="_blank">more efforts to combat copyright infringment</a>, Google has in turn created a whole new revenue stream for companies.</p> <h3>Apple overtaken by local brands in China</h3> <p>Apple's iPhone is no longer one of the top smartphones in China, having been overtaken by local brands like Huawei, Vivo, Oppo and Xiaomi.</p> <p>The iPhone has dropped to the fifth most popular, although it remains the biggest non-Chinese brand.</p> <p>Huawei, a brand with a lower price point, has seen its market share rise to 17%, while Apple's has dropped to 10.8%.</p> tag:econsultancy.com,2008:Report/4191 2016-07-14T10:00:00+01:00 2016-07-14T10:00:00+01:00 Digital Shift Report: Q3 2016 <p><a href="https://econsultancy.com/reports/digital-shift"><strong>Digital Shift</strong></a>, a quarterly service from Econsultancy, is intended as <strong>a guide to support strategic thinking</strong>.</p> <p>Focused tightly on digital technologies, marketing and ecommerce, it’s about <strong>delivering actionable insight on trends that will be significant in the short to mid-term</strong>, and which can be used to generate new ideas, improve business performance and stay ahead of the competition.</p> <p>The <strong>Q3 2016 report</strong> explores the most notable developments impacting digital marketing this quarter. The critical shifts are summarised below:</p> <ul> <li> <strong>The end of earned media?</strong> With growing algorithmic curation, ever-declining organic reach and limited impact, typically coming from shared content, we consider whether this is the end of earned media, or perhaps just a reason to redefine it.</li> <li> <strong>Disruption and unbundling. </strong>The so-called ‘unicorn startups’ have been the recipients of a huge amount of attention and focus. However, are large companies disrupted by multiple sources, leading to the unbundling of entire businesses and sectors?</li> <li> <strong>AI, chatbots and machine learning. </strong>This quarter saw more announcements in this rapidly burgeoning area so we look at some of the more interesting developments, a way of understanding the key drivers of acceleration and the future of bots.</li> <li> <strong>Is the mobile app boom over? </strong>New data suggests that a new maturity is being reached – not only in the incremental improvement of smartphones, but in declining numbers of apps being downloaded.</li> <li> <strong>Mary Meeker’s internet trends. </strong>We take a look at some of the key highlights from Meeker’s annual trends deck, including factors slowing growth, new image and video formats and platforms.</li> <li> <strong>The ever-changing role of video. </strong>The growth in video is being accompanied by significant divergence in formats, leading to new distribution, consumption, engagement and monetisation opportunities. Is video the new HTML?</li> <li> <strong>Trends from Cannes. </strong>Virtual reality (VR), creating consumer movements and hacking platforms – we take a look at some of the most interesting but less high-profile examples from Cannes.</li> </ul> <p><strong>Download a copy of the report to learn more.</strong></p> <p>You can access the <strong>previous Digital Shift report (Q2 2016)</strong> <a title="Digital Shift Report: Q2 2016" href="https://econsultancy.com/reports/digital-shift-report-q2-2016/">here</a>.</p> tag:econsultancy.com,2008:BlogPost/68062 2016-07-13T14:06:36+01:00 2016-07-13T14:06:36+01:00 Mobile marketing strategy: Four key charts from our latest research Nikki Gilliland <p>With this in mind, here are a few key takeaways from the research, which investigates the extent to which marketers have embraced mobile marketing and how organisations are approaching and implementing mobile strategies.</p> <p>The report is based on a survey of more than 4,000 marketers and digital professionals.</p> <h3>1. To avoid playing catch up</h3> <p>While the majority of consumers might still prefer to buy on desktop, the amount of mobile-only shoppers is on the rise. </p> <p>Of course, wiith limited screen space and contextual differences, a completely different set of rules apply.</p> <p>By paying attention now, marketers might just have the time and opportunity to create a memorable mobile experience.</p> <p>If not, they run the risk of lagging behind when consumers are even more demanding and mobile-savvy.</p> <p>With 63% of people agreeing that the mobile experience is more important due to the lack of room for error, it’s vital that marketers get to grips with the platform sooner rather than later.</p> <p><img src="https://assets.econsultancy.com/images/0007/6964/quality_of_mobile_experience.PNG" alt="" width="714" height="598"></p> <h3>2. To understand the customer journey</h3> <p>Marketers with a well-defined mobile strategy are able to understand far more about their customers than those without.</p> <p>From discovering where the path to purchase tails off to when users tend to use mobiles the most, it can provide a comprehensive picture of the journey at all stages.</p> <p><img src="https://assets.econsultancy.com/images/0007/6965/figure_3.PNG" alt="" width="746" height="583"></p> <h3>3. To improve the customer journey</h3> <p>As well as understanding customer behaviour, a good strategy allows marketers to increasingly target the specific needs of the customer.</p> <p>Instead of creating a strategy based on what an experience merely looks like on mobile, marketers can concentrate on how that experience engages and delights.</p> <p>Our research discovered that even the 20% of companies with a well-defined strategy aren’t making the most of customer analysis – which just goes to show the untapped potential of data.</p> <p><img src="https://assets.econsultancy.com/images/0007/6966/mobile_strategy.PNG" alt="" width="724" height="600"></p> <h3>4. To measure success and justify investment</h3> <p>As well as tracking users and measuring traffic, a good mobile strategy also helps to define large-scale objectives and practical goals. </p> <p>For example, with mobile payments increasingly contributing to the channel’s dominance, brands that have an ecommerce app (allowing users to buy in just one or two steps) could be the factor that determines whether mobile traffic overtakes desktop.</p> <p>By utilising data to measure ROI on apps, organisations are much more likely to further invest.</p> <p>Essentially, a well-defined mobile strategy provides just as much benefit for the marketer as it does the consumer.</p> <p><img src="https://assets.econsultancy.com/images/0007/6967/ecommerce_revenue.PNG" alt="" width="724" height="570"></p> <p><em><strong>For more on this topic, download the <a href="https://econsultancy.com/reports/digital-intelligence-briefing-taking-advantage-of-the-mobile-opportunity/">Taking Advantage of Mobile Opportunity Report</a>, and </strong><strong>check out all our reports and posts in celebration of Data Month <a href="https://hello.econsultancy.com/datamonth/?utm_source=econsultancy&amp;utm_medium=blog&amp;utm_campaign=econblog">here</a>.</strong></em></p>