tag:econsultancy.com,2008:/topics/social Latest Social content from Econsultancy 2016-07-28T10:03:54+01:00 tag:econsultancy.com,2008:BlogPost/68119 2016-07-28T10:03:54+01:00 2016-07-28T10:03:54+01:00 How Everlane is using an 'exclusive' Instagram account to strengthen customer loyalty Nikki Gilliland <h3>How does it work?</h3> <p>Everlane Studio is a private account that accepts just 100 followers each day.</p> <p>It offers exclusive online content and early access to new releases, allowing customers to get their hands on items before anyone else.</p> <p>Alongside this, the brand uses the platform to gauge consumer responses, testing out new products and using the feedback to determine future decisions.</p> <p><img src="https://assets.econsultancy.com/images/0007/7469/EverlaneStudio.PNG" alt="" width="780" height="617"></p> <h3>What’s the aim?</h3> <p>When followers are accepted into Everlane Studio, they will feel like they are part of an exclusive club or ‘inner circle’ of sorts.</p> <p>By creating bespoke content that is unique to that platform, the brand also promotes a customer-centric image. </p> <p>In doing so, it suggests that it cares about the people that buys its products, but more than that, it suggests it cares above and beyond any other brand or rival retailer.</p> <p>Ultimately, the hope is that this will deepen the emotional response of the consumer and ultimately strengthen their loyalty. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Our private Instagram account launches on January 25th. Follow EverlaneStudio for a first look at new shoe launches. <a href="https://t.co/aKvUxR7wC1">pic.twitter.com/aKvUxR7wC1</a></p> — Everlane (@Everlane) <a href="https://twitter.com/Everlane/status/689163781516046336">January 18, 2016</a> </blockquote> <h3>Why Instagram?</h3> <p>Instagram is a platform that thrives on exclusivity. </p> <p>Whether people are putting a filter on a Fendi bag or a five-star hotel view, the platform is commonly used as a place for people to show off their wares. </p> <p>Everlane has clearly decided to capitalise on this trend, using the private function of its second account to ramp up its elite feel.</p> <p>What’s more, Instagram is one of the few platforms where consumer feedback can very easily be gauged.</p> <p>Although brands like <a href="http://www.convinceandconvert.com/social-media-case-studies/nars-uses-snapchat-to-release-preview-of-new-collection/" target="_blank">NARS have previously used Snapchat</a> to give fans a sneak peek of new products, with the fast-moving nature of Snapchat, it’s not as easy to gain an overview of the conversation.  </p> <p>Using Instagram to create a community, and by allowing its user-base the opportunity to voice their opinions and even impact decisions, Everlane ensure customers feel even greater loyalty to the brand.</p> <h3>Could it put off new customers?</h3> <p>While EverlaneStudio is a great way to connect with loyal fans, the danger of putting new customers off might be its biggest drawback. </p> <p>As we’ve seen from the likes of <a href="https://econsultancy.com/blog/68058-has-amazon-prime-day-2016-made-up-for-2015-s-primedayfail/" target="_blank">Amazon Prime Day</a>, events geared around membership or some sort of exclusivity have the potential to make new customers feel shut out or like they’re not valued.</p> <p>Luckily, Everlane seem to recognise this fact, using its other social media platforms to cleverly counteract the danger.</p> <p>By giving Snapchat and Twitter just as much focus as Instagram, Everlane does go some way to ensure that each platform has enough unique content to engage all potential customers.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Starting out the week feeling fashionable. <a href="https://t.co/wgoCW1SHrF">https://t.co/wgoCW1SHrF</a></p> <p>Thanks <a href="https://twitter.com/WeAreSweet">@WeAreSweet</a>. <a href="https://t.co/4oLigGbRt0">pic.twitter.com/4oLigGbRt0</a></p> — Everlane (@Everlane) <a href="https://twitter.com/Everlane/status/757642824019959808">July 25, 2016</a> </blockquote> <h3>What can other brands learn?</h3> <p>Everlane is not the only company to set up more than one Instagram. </p> <p>With an account specifically dedicated to showcasing shoe launches, NikeLab is another example of a brand using a single social media platform for multiple purposes.</p> <p><img src="https://assets.econsultancy.com/images/0007/7476/nikelab.PNG" alt="" width="780" height="497"></p> <p>Again, while the private function could alienate new or one-off customers, it’s certainly a good example of a brand putting the long-term loyalty of the customer before short-term gain.</p> <p><img src="https://assets.econsultancy.com/images/0007/7475/Everlane.PNG" alt="" width="780" height="730"></p> <p>Building on the success and community-aspect of its original Instagram, Everlane is certainly thinking innovatively about its social media strategy.</p> <p><em>More on Instagram and retail:</em></p> <ul> <li><a href="https://econsultancy.com/blog/67909-selfridges-unveils-ios-app-with-shoppable-instagram-feed-is-it-any-good">Selfridges unveils iOS app with shoppable Instagram feed: Is it any good?</a></li> </ul> tag:econsultancy.com,2008:BlogPost/68090 2016-07-27T09:54:08+01:00 2016-07-27T09:54:08+01:00 How ZSL London Zoo is using Facebook video to drive social growth Nikki Gilliland <p>Last month, the zoo released footage of its two newborn Sumatran tigers, captured just moments after they were born to seven-year-old tigress, Melati. </p> <p>Garnering over five hundred thousand views, the video has been a massive success for the Zoological Society London. </p> <p>Here's a bit more background as to why.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fzsllondonzoo%2Fvideos%2F735878596448601%2F&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <h3>A new strategy</h3> <p>ZSL London has just 54,000 followers on Twitter compared to over 100,000 on Facebook. This is the main reason behind the Zoo’s switch to the platform, where it is able to utilise a larger and much more active user-base.</p> <p>Previously, the organisation experimented with live streaming app Periscope, yet failed to ignite much engagement.</p> <p>With a longer lifespan that allows videos stay in News Feeds even after a live broadcast, the move to Facebook also enabled the organisation to execute a much more streamlined and targeted strategy.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">LIVE on <a href="https://twitter.com/hashtag/Periscope?src=hash">#Periscope</a>: Meerkats and Otters! <a href="https://t.co/wQlCJQOyor">https://t.co/wQlCJQOyor</a></p> — ZSL London Zoo (@zsllondonzoo) <a href="https://twitter.com/zsllondonzoo/status/621303612963180548">July 15, 2015</a> </blockquote> <h3>Why it works</h3> <p>While cute animals are always a winner, it’s not the only thing that people are interested in. </p> <p>With an intent to provide a mixture of educational and informative content (as well as cute), ZSL’s other features have also proved successful.</p> <p>A recent video about the Hercules beetle, including a Live Q&amp;A with its handler, has now had 42,785 views, showing that the creepy-crawly can be just as fascinating as the cute.  </p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fzsllondonzoo%2Fvideos%2F732230310146763%2F&amp;show_text=0&amp;width=400" width="400" height="400"></iframe></p> <p>What’s more, it doesn’t <em>always</em> depend on the content's subject matter.</p> <p>With 85% of Facebook users choosing to watch videos without sound, ZSL’s decision to use subtitles has also been a clever move.</p> <p>Since it introduced this feature, some views have so much as doubled, demonstrating that user context is often just as important.</p> <h3>Wider strategy</h3> <p>London Zoo is just one part of the Zoological Society of London - an organisation that has placed greater effort on strengthening its marketing message in recent years.</p> <p>As part of a rebrand, it relaunched last year using the strapline ‘Let’s Work for Wildlife’.</p> <p>This new focus on promoting its global conservation work has influenced the type of content it produces, focusing on storytelling to garner greater emotional investment and engagement. </p> <p>Instead of just getting visitors to the zoo, ZSL’s video content is now designed to further the charity’s core aim of inspiring conservational action.</p> <p><img src="https://assets.econsultancy.com/images/0007/7188/zsl_rebrand.PNG" alt="" width="780" height="315"></p> <h3>What can we learn?</h3> <p>With the prediction that <a href="http://www.cisco.com/c/dam/en/us/solutions/collateral/service-provider/visual-networking-index-vni/complete-white-paper-c11-481360.pdf">video will account for 69% of consumer internet traffic by 2017</a>, brands need to keep up. ZSL is a great example to follow.</p> <p>A willingness to experiment with features like silent videos and live broadcasts means that instead of lagging behind, it is constantly adapting its social strategy to fit current trends.</p> <p>In terms of the platform, <a href="http://newsroom.fb.com/news/2016/03/news-feed-fyi-taking-into-account-live-video-when-ranking-feed/" target="_blank">Facebook’s ability to target audiences</a> in contextual, relevant and meaningful ways means that, for many brands, it’s the natural choice for video content. </p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fzsllondonzoo%2Fvideos%2F741425439227250%2F&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <p><em>Further reading:</em></p> <ul> <li><a href="https://econsultancy.com/blog/68075-who-will-win-the-live-streaming-battle-facebook-live-or-periscope/">Who will win the live-streaming battle, Facebook Live or Periscope?</a></li> </ul> 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/68078 2016-07-25T09:57:47+01:00 2016-07-25T09:57:47+01:00 Automated video: considerations for publishers and advertisers Patricio Robles <p>Consumers love video and advertisers can't get enough video ad inventory. As a result, publishers and media companies are increasingly doing whatever they can t<a href="https://econsultancy.com/blog/67958-if-video-is-the-future-of-the-internet-here-s-what-brands-need-to-know">o embrace video</a>.</p> <p>Historically, video production has been a costly undertaking. After all, creating compelling, high-quality video is far more involved than creating compelling, high-quality written content or photography.</p> <p>To address the consumer and advertiser demand for video while at the same time avoiding breaking the bank, publishers have turned to technology that is capable of churning out video content in a highly-automated fashion.</p> <h3>Wochit and Wibbitz</h3> <p>As <a href="http://www.nytimes.com/2016/07/11/business/media/as-online-video-surges-publishers-turn-to-automation.html?_r=0">detailed by</a> the New York Times, two companies, Wochit and Wibbitz, have come to take an early lead in the automated video production space.</p> <p>A wide range of publishers are making these companies' tools a big part of their online video strategies. One of those publishers is Tronc, formerly Tribune Publishing, which has newspapers such as the Chicago Tribune, Los Angeles Times and Orlando Sentinel in its portfolio.</p> <p>Tronc chairman Michael W. Ferro Jr. told the New York Times' John Herrman that his company is currently producing a "couple hundred" videos each day, but sees that number increasingly substantially. "We think we need to be doing 2,000 videos a day," he said.</p> <p>Such volume is probably impossible without automated video, and as automated video becomes a bigger and bigger source of video on the web, here's what publishers and advertisers should keep in mind.</p> <h3>How it works</h3> <p>Automated video platforms like Wochit and Wibbitz analyze input text content (eg. for a news story) and identify images and video clips that are related, typically from stock and video photography services.</p> <p>Through partnerships, Wochit and Wibbitz offer human voice narration, but fully-automated computer-generated voice-overs can also be used.</p> <p>Wochit and Wibbitz can also automatically caption the videos they assemble, important for creating videos that are suited for social channels that have <a href="https://econsultancy.com/blog/67442-how-to-create-facebook-video-ads-that-cater-for-silent-autoplay">silent autoplay</a>.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/7283/automatedvideo-blog-flyer.png" alt="" width="470" height="265"></p> <p>For publishers that don't trust Wochit and Wibbitz to produce production-ready videos in a totally automated fashion, publishers have the flexibility to make their own edits and add their own content to videos before publishing. </p> <h3>Limitations</h3> <p>While adoption of automated video is growing significantly – major publishers that are clients of Wochit and Wibbitz include Hearst, Gannett, Time, CBS Interactive, Bonnier and The Huffington Post – automated video is not without its limitations. While consumers love video, they still have expectations around quality and it's hard to meet those expectations in a fully-automated fashion. </p> <p>According to USA Today's Chris Pirrone...</p> <blockquote> <p>The data came back very quickly that text-to-video alone, if you don't touch it, consumers can quickly recognize it is not a high-quality product.</p> </blockquote> <p>Even Wochit and Wibbitz agree: their tools are best used in conjunction with a human touch.</p> <p>But even with that human touch, publishers and advertisers need to recognize that the most compelling kinds of videos, which are emotional and tell powerful stories, are probably not going to come from an automated video platform any time soon.</p> <p>So video automation tools, while a potential contributor to the online video ecosystem, aren't a panacea and shouldn't be relied on too heavily.</p> <h3>Supply and demand</h3> <p>A bigger consideration for publishers and advertisers is the fact that automated video is going to change the supply and demand dynamics in the online video market.</p> <p>Since the beginning of the year, Wochit's clients have doubled the number of videos they're producing using the company's technology. That figure now stands at 30,000 videos a month.</p> <p>While consumers love video, <a href="http://www.businessinsider.com/internet-habits-are-bad-news-for-digital-media-2016-7">attention is finite</a> and the growing number of videos will make it harder for publishers to stand out. At worst, video in some content categories could be completely commoditized to the point that it isn't a point of differentiation with consumers and prices for ads drops significantly.</p> <p>At the same time, if the rise of automated video comes at the expense of truly original video, demand for original video content, including longer-form content, could increase as it becomes less common, benefiting publishers that continue to invest in its production and making it more expensive for advertisers looking to market their wares through non-commoditized video content.</p> <h3>Risks</h3> <p>The limitations of automated video, combined with the possible supply and demand effects, mean that adoption of automated video on a larger scale presents risks for both publishers and advertisers.</p> <p>For publishers, too much reliance on automated video could backfire, reducing the quality of the video content portfolios. Eventually, that could threaten a publishers' brands and leave them with audiences and ad inventory that are less valuable.</p> <p>For this reason, publishers should be strategic about how much of the video content mix they create using automated video tools. Specifically, they should consider focusing their use of automated video on channels for which this kind of content might be better suited, such as social platforms, where silent autoplay means short, captioned video content is more acceptable.</p> <p>For advertisers, the risk is that the ad inventory created by automated video won't be as high in value, and might even become of limited value if publishers oversaturate the market.</p> <p>For this reason, advertisers should recognize that video ad inventory is not all the same and make sure that they're not paying a premium for inventory that is not premium.</p> tag:econsultancy.com,2008:BlogPost/68105 2016-07-22T12:44:54+01:00 2016-07-22T12:44:54+01:00 The week's news in digital (in five minutes) Ben Davis <h3>Google AMP for ads</h3> <p>Google's <a href="https://econsultancy.com/blog/67567-four-things-you-need-to-know-about-google-accelerated-mobile-pages-amp/">Accelerated Mobile Pages</a> initiative <a href="https://www.ampproject.org/docs/reference/amp-ad.html">now includes ads</a>, speeding up their delivery (see below) and using less user data.</p> <p>Of course, video ads are not yet included this effort and remain an issue for mobile loading.</p> <p>Google has also brought AMP to landing pages and in further news from DoubleClick, dynamic native-format ads are now available programmatically.</p> <p><em>AMP for ads. Image <a href="https://amphtml.wordpress.com/2016/07/19/but-what-about-the-ads/">via Malte Ubl</a>, AMP tech lead</em></p> <p><img src="https://amphtml.files.wordpress.com/2016/07/a4a_good3g_v02-1.gif?w=1320" alt="amp for ads" width="615"></p> <h3>Pokémon GO gets McDonald's Japan sponsorship</h3> <p>McDonald's Japan will be the first paying sponsor of Pokémon GO.</p> <p>3,000 restaurants will (ironically?) become gyms, allowing Pokémon trainers to battle.</p> <p>Further reading: <a href="https://econsultancy.com/blog/68060-what-brands-can-learn-from-nintendo-s-digital-transformation-and-pokemon-go/">What can brands learn from Nintendo's digital transformation and Pokémon GO?</a></p> <h3>Google Cloud Natural Language API</h3> <p>Sticking with Google product updates, the search beast has unveiled its <a href="https://cloudplatform.googleblog.com/2016/07/the-latest-for-Cloud-customers-machine-learning-and-west-coast-expansion.html">Cloud Natural Language API</a>.</p> <p>The blog post reveals 'Cloud Natural Language lets you easily reveal the structure and meaning of your text in a variety of languages, with initial support for English, Spanish and Japanese.'</p> <p>It can be used for sentiment analysis, entity recognition and sentiment analysis.</p> <h3>Snapchat debuts more fun features</h3> <p>Bitmoji (built from the acquisition of BitStrips) allows you to create an emoji of yourself, combining the two obsessions of young people.</p> <p><iframe src="https://www.youtube.com/embed/bf5SGWriJy0?wmode=transparent" width="560" height="315"></iframe></p> <p>The other new feature, Face Paint Lens, lets users create realtime overlays.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Demi via Snapchat (theddlovato) <a href="https://t.co/1esdp2DBk1">pic.twitter.com/1esdp2DBk1</a></p> — Demi Lovato News (@justcatchmedemi) <a href="https://twitter.com/justcatchmedemi/status/755991079527321600">July 21, 2016</a> </blockquote> <h3>Facebook Messenger hits 1bn monthly active users</h3> <p>Boom, Facebook Messenger catches up with WhatsApp. </p> <h3>Daily Mail post-Brexit bounce</h3> <p><a href="https://next.ft.com/content/81e933f4-4f21-11e6-88c5-db83e98a590a">The FT reports</a> Daily Mail digital ad revenues have risen 19% in the three weeks since the Brexit vote. </p> <p>It has also seen an 8% drop in newspaper advertising, leading to 1% rise in ad revenue overall.</p> <h3>Are you verified?</h3> <p>Any person or brand can now apply for the little blue tick on Twitter.</p> <p>If you want to know more, here's <a href="https://econsultancy.com/blog/68098-twitter-announces-application-process-for-verified-accounts-what-marketers-need-to-know/">everything you need to know about a successful application</a>.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">wanted to see what would happen if i used new Twitter Verification process. Answer: NO <a href="https://t.co/h3T2kggzD1">pic.twitter.com/h3T2kggzD1</a></p> — Hunter Walk (@hunterwalk) <a href="https://twitter.com/hunterwalk/status/755836108953444352">July 20, 2016</a> </blockquote> <h3>Facebook's Snapchat copy is killed</h3> <p><a href="https://techcrunch.com/2016/07/21/facebook-quick-updates/">A fascinating post from Techcrunch</a>. Facebook has been trialling a Snapchat-like feature, but is not furthering its development at this time.</p> <h3>NBA content for Twitter</h3> <p>Twitter, already set to broadcast Thursday night football, is bringing more sports content, with a weekly pre-game NBA show that will be streamed live.</p> <p>Another NBA show stream is also in development but not yet announced.</p> <h3>Ninth Measurement and Analytics Report release</h3> <p>Econsultancy's Measurement and Analytics Report 2016, in association with Lynchpin, reveals some fascinating insights into the data landscape amongst companies and agencies.</p> <p><a href="https://econsultancy.com/blog/68095-measurement-and-analytics-report-2016-four-key-challenges-in-dealing-with-data/">Here's a summary</a> to whet your appetite.</p> <p><img src="https://assets.econsultancy.com/images/0007/7259/documented_strategy.PNG" alt="chart from analytics report" width="615"></p> <h3>Festival of Marketing agenda announced</h3> <p>A whopping 200 speakers over 12 stages, including Wozniak and Sorrell.</p> <p>What more could you want in London in Autumn as a marketer? <a href="http://www.festivalofmarketing.com/agenda">See the agenda here</a>.</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:BlogPost/68087 2016-07-21T14:42:17+01:00 2016-07-21T14:42:17+01:00 Six brilliant blogs from the beauty industry Nikki Gilliland <p>Whether you're into beauty or not, the following examples are well worth a look.</p> <h3>L’Oreal</h3> <p>With its unique domain name, L’Oréal’s <a href="http://www.makeup.com/" target="_blank">makeup.com</a> is designed to feel like an independent publication rather than a brand blog.</p> <p><img src="https://assets.econsultancy.com/images/0007/7167/l_oreal.PNG" alt="" width="780" height="634"><img src="https://assets.econsultancy.com/images/0007/7166/makeup.com_quote.PNG" alt="" width="780" height="145"></p> <p>Its authenticity isn’t fake either.</p> <p>Often publishing product-focused features like “The Best Drugstore Highlighters”, it includes a wide variety of brands (not just promoting its own) to provide readers with a balanced and surprisingly unbiased frame of reference.</p> <p><img src="https://assets.econsultancy.com/images/0007/7168/makeup.com_2.PNG" alt="" width="780" height="685"></p> <h3>Birchbox</h3> <p>A beauty subscription service, Birchbox gives consumers the opportunity to discover new products each month.</p> <p><a href="http://blog.birchbox.co.uk/%20" target="_blank">Its blog</a> cleverly provides context for these products, using informative articles to inspire, educate and ultimately give consumers a reason to continue their subscription.</p> <p><img src="https://assets.econsultancy.com/images/0007/7169/birchbox.PNG" alt="" width="780" height="675"></p> <p>With its unboxing videos and ‘Birchbox reactions’ articles, a lot of the content is self-promotional (something that could potentially put non-subscribers off).</p> <p>However, for loyal consumers, this aspect undoubtedly provides extra value.</p> <p><iframe src="https://www.youtube.com/embed/CbB-hGTye58?wmode=transparent" width="700" height="394"></iframe></p> <h3>Mankind</h3> <p>It might be one of the relatively few <a href="http://www.mankind.co.uk/blog/" target="_blank">male grooming blogs</a> out there, but there's more reason to visit Mankind than that.</p> <p><img src="https://assets.econsultancy.com/images/0007/7170/mankind.PNG" alt="" width="780" height="607"></p> <p>With five Editors each with their own area of expertise, it has a nice mix of lifestyle content, using distinct verticals like ‘International’ and ‘Luxury’. </p> <p><img src="https://assets.econsultancy.com/images/0007/7171/mankind_editors.PNG" alt="" width="780" height="751"></p> <p>One of the reasons I like it is that, alongside general articles, it’s not afraid to experiment with a more in-depth approach.</p> <p>It’s ‘ingredient focus’ series is particularly interesting, and something that many of the fluffier, female-driven blogs could learn from.</p> <p><img src="https://assets.econsultancy.com/images/0007/7172/mankind_mandelic_acid.PNG" alt="" width="780" height="640"></p> <h3>Sephora</h3> <p>Who needs models when beauty products can look so attractive?</p> <p>With its stunning product-focused photography, <a href="http://theglossy.sephora.com/">Sephora Glossy</a> showcases the very best of its main shop.</p> <p><img src="https://assets.econsultancy.com/images/0007/7173/Sephora_Glossy.PNG" alt="" width="780" height="543"></p> <p>Instead of long-form content, it publishes short how-to’s and product curations, making it feel more like an extension of Pinterest or Tumblr than an in-depth publication.</p> <p><img src="https://assets.econsultancy.com/images/0007/7174/sephora.PNG" alt="" width="600" height="723"></p> <p>With its user-friendly design, it’s one of those sites that you could find yourself scrolling through for ages.</p> <p><img src="https://assets.econsultancy.com/images/0007/7175/Sephora_how_to.PNG" alt="" width="600" height="850"></p> <h3>Clinique</h3> <p>Marketing itself as a philosophy rather than a cosmetics line, Clinique’s blog focuses on the two verticals of beauty and lifestyle.</p> <p><img src="https://assets.econsultancy.com/images/0007/7177/clinique_blog.PNG" alt="" width="780" height="644"></p> <p>Cleverly using skincare as a spin-off to other verticals, it also covers topics like food and fitness, implementing video to further engage visitors.</p> <p><iframe src="https://www.youtube.com/embed/Nw0GvcdKnHY?wmode=transparent" width="730" height="411"></iframe></p> <p>In comparison to other blogs, it is also pleasingly minimal, proving that a less-is-more approach can work. </p> <p><img src="https://assets.econsultancy.com/images/0007/7182/clinique_minimal.PNG" alt="" width="780" height="368"></p> <h3>Urban Decay</h3> <p>In comparison to Clinique, Urban Decay’s blog is loud, proud and <a href="http://www.urbandecay.com/the-violet-underground">unashamedly purple</a>.</p> <p><img src="https://assets.econsultancy.com/images/0007/7178/urban_decay_violet.PNG" alt="" width="780" height="335"></p> <p>Recognising the digital mind-set of its core demographic, it is heavily geared around the online beauty community where bloggers and YouTubers have huge influence.</p> <p><img src="https://assets.econsultancy.com/images/0007/7179/urban_decay.PNG" alt="" width="700" height="825"></p> <p>The blog has an original feel to it, with the standard ‘How-To’s sitting alongside unique ‘Women Who Rock Our World’ and ‘XO, WZ’ – the latter being an insider look at co-founder Wende Zomnir’s world.</p> <p><iframe src="https://www.youtube.com/embed/ATaqtu7URYI?wmode=transparent" width="800" height="475"></iframe></p> <p><em>More on the beauty industry:</em></p> <ul> <li><a href="https://econsultancy.com/blog/67884-seven-ways-social-media-is-shaping-the-beauty-industry/">Seven ways social media is shaping the beauty industry </a></li> <li> <a href="https://econsultancy.com/reports/the-rise-of-influencers/">The Rise of the Influencers </a>(subscriber only)</li> <li><a href="https://econsultancy.com/blog/67630-forget-ao-com-does-benefit-cosmetics-offer-the-best-ecommerce-experience/">Forget AO.com, does Benefit Cosmetics off the best ecommerce experience? </a></li> </ul> 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/68098 2016-07-21T09:53:00+01:00 2016-07-21T09:53:00+01:00 Twitter announces application process for verified accounts: what marketers need to know Patricio Robles <p>Twitter announced a public verification application process that allows any brand or individual to request a verified account.</p> <p>According to Tina Bhatnagar, Twitter's vice president of User Services, "We hope opening up this application process results in more people finding great, high-quality accounts to follow, and for these creators and influencers to connect with a broader audience."</p> <p>Here's what marketers need to know about this development...</p> <h3>It's open to all</h3> <p>Twitter's new verification application process is available to all Twitter accounts that have a valid phone number and email address, and a bio, website, profile photo and header photo. In addition, accounts must be public and accounts for individuals must have a birthday specified.</p> <p>Applications for verification can be submitted through a form at <a href="http://verification.twitter.com">verification.twitter.com</a>.</p> <h3>Twitter looks for certain characteristics</h3> <p>While accounts meeting the above criteria are eligible for consideration, in deciding which requests to approve, Twitter looks for accounts that have certain characteristics.</p> <p>These include an account name that reflects the real name of an individual or company, as well as profile and header photos that are of the individual or associated with the company's branding. As such, marketers looking to submit an application for verification should ensure that the Twitter account in question meets these criteria.</p> <p>Brand accounts must be associated with a company email address, and Twitter may ask individuals to supply a government-issued ID.</p> <h3>There has to be a good reason for verification</h3> <p>Twitter won't verify accounts unless it believes there's a reason to.</p> <p>Specifically, Twitter requires verification applications to explain why verification is appropriate. "If the account represents a person, we want to understand their impact in their field. If it represents a corporation or company, let us know their mission," the company explains. </p> <p>To help support a rationale for verification, requests can and should include URLs to pages, such as news articles, that "help express the account holder’s newsworthiness or relevancy in their field."</p> <h3>Content marketing and engagement FTW</h3> <p>While not stated, it would seem that marketers behind active Twitter accounts that regularly publish unique, compelling content and engage with followers would be more likely to win Twitter's approval than accounts that aren't adding value to the Twitter community.</p> <p>While it probably wouldn't make sense for a brand to up its investment in Twitter just to win Verified Account status, those that are already investing in the platform probably have few reasons not to try to take advantage of the new application process. </p> <h3>There are no guarantees</h3> <p>Even when an account looks like a legitimate candidate for verification, Twitter isn't necessarily going to approve a verification request.</p> <p>Case in point: Hunter Walk, a former Google employee who now runs a venture capital firm, has tweeted more than 45,000 times since joining Twitter in 2006 and has more than 110,000 followers, but his application was denied.</p> <p>At the same time, a user with 7,500 tweets who joined Twitter in 2014 and has less than 9,000 followers received Verified Account status.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">wanted to see what would happen if i used new Twitter Verification process. Answer: NO <a href="https://t.co/h3T2kggzD1">pic.twitter.com/h3T2kggzD1</a></p> — Hunter Walk (@hunterwalk) <a href="https://twitter.com/hunterwalk/status/755836108953444352">20 de julio de 2016</a> </blockquote> <p>Applications that are denied can be re-submitted after 30 days, so marketers that aren't able to win Twitter's approval the first time around should be proactive in making adjustments and trying again.</p> tag:econsultancy.com,2008:BlogPost/68092 2016-07-20T14:22:52+01:00 2016-07-20T14:22:52+01:00 #WorldEmojiDay - did any brands do it well? Nikki Gilliland <h3>Disney</h3> <p>A company that’s knows how to execute a successful marketing campaign, <a href="https://econsultancy.com/blog/67860-10-examples-of-great-disney-marketing-campaigns">Disney</a> pulled a great example out of the bag with its ‘Zootopia As Told by Emoji’ video.</p> <p>Both cute and quirky, it captured the whimsical spirit of the day itself perfectly. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">O-M-Goodness. It's <a href="https://twitter.com/hashtag/Zootopia?src=hash">#Zootopia</a> As Told By Emoji! <a href="https://t.co/6CpNVre97j">https://t.co/6CpNVre97j</a></p> — Disney (@Disney) <a href="https://twitter.com/Disney/status/755025655939543041">July 18, 2016</a> </blockquote> <h3>Google</h3> <p>Taking the opportunity to promote the more serious matter of <a href="https://econsultancy.com/blog/68045-how-global-goals-is-using-social-media-to-highlight-gender-inequality/" target="_blank">gender equality</a>, Google announced the release of eleven new professional emojis – representative of both male and female jobs. </p> <p>With a lot of prior criticism about the lack of diversity in emojis, Google’s announcement was both timely and well-executed.  </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">For those ladies about to rock, we salute you. <a href="https://twitter.com/hashtag/WorldEmojiDay?src=hash">#WorldEmojiDay</a> <a href="https://t.co/oTHU0Ul1wS">pic.twitter.com/oTHU0Ul1wS</a></p> — Google (@google) <a href="https://twitter.com/google/status/754810196149489664">July 17, 2016</a> </blockquote> <h3>McDonald's</h3> <p>Having also tweeted about #worldchocolateday in July, McDonalds clearly knows a hashtag opportunity when it sees one.</p> <p>Creating a cheeseburger out of emojis, the fast food chain’s tweet was both simple, effective and straight to the point.  </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Happy <a href="https://twitter.com/hashtag/WorldEmojiDay?src=hash">#WorldEmojiDay</a>! <a href="https://t.co/4vFKx2JfnF">pic.twitter.com/4vFKx2JfnF</a></p> — McDonald's UK (@McDonaldsUK) <a href="https://twitter.com/McDonaldsUK/status/754617159083397120">July 17, 2016</a> </blockquote> <h3>British Heart Foundation</h3> <p>In just two tweets, the British Heart Foundation succeeded in highlighting a common preconception about heart disease, as well as encapsulate the charity’s overall aim. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Heart disease doesn’t discriminate – it can affect anyone at any time. But we're fighting back. <a href="https://twitter.com/hashtag/WorldEmojiDay?src=hash">#WorldEmojiDay</a> <a href="https://t.co/gJhNLZeedi">pic.twitter.com/gJhNLZeedi</a></p> — BHF (@TheBHF) <a href="https://twitter.com/TheBHF/status/754598753584066560">July 17, 2016</a> </blockquote> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Thanks to all your support, our researchers are fighting for every heartbeat every single day. <a href="https://twitter.com/hashtag/WorldEmojiDay?src=hash">#WorldEmojiDay</a> <a href="https://t.co/up9jgyd6iG">pic.twitter.com/up9jgyd6iG</a></p> — BHF (@TheBHF) <a href="https://twitter.com/TheBHF/status/754624414923141120">July 17, 2016</a> </blockquote> <h3>Race for Life</h3> <p>Another charity getting in on the act, Cancer Research’s Race for Life released a series of images depicting emoji responses to the subjects of cancer and fundraising.</p> <p>It was both relatable and humorous in tone, fitting in well with its wider social media strategy.  </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">When you smash your fundraising target ... <a href="https://twitter.com/hashtag/WorldEmojiDay?src=hash">#WorldEmojiDay</a> <a href="https://t.co/lWmhDm0j8o">pic.twitter.com/lWmhDm0j8o</a></p> — Race for Life (@raceforlife) <a href="https://twitter.com/raceforlife/status/754634506464735233">July 17, 2016</a> </blockquote> <h3>Pizza Hut</h3> <p>While the US account marked the day with a mere pizza emoji... (highly original), the UK Pizza Hut contingent put in a little more effort.</p> <p>Alongside an emoji themed movie quiz, it created its very own emoji menu. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Can you crack the emoji codes? <a href="https://twitter.com/pizzahutuk">@pizzahutuk</a> are serving a limited edition emoji menu this weekend! <a href="https://t.co/SFhzaSuqgC">pic.twitter.com/SFhzaSuqgC</a></p> — Liverpool ONE (@Liverpool_ONE) <a href="https://twitter.com/Liverpool_ONE/status/754284521873223680">July 16, 2016</a> </blockquote> <h3>BBC iPlayer</h3> <p>Lastly, another quiz.</p> <p>Using emojis to spell out its own television programmes, BBC iPlayer updated Pictionary for the digital generation.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Right, this one may be the most difficult. Which show(s) on BBC iPlayer are we referring to here? <a href="https://twitter.com/hashtag/WorldEmojiDay?src=hash">#WorldEmojiDay</a> <a href="https://t.co/uvYCx6maZh">pic.twitter.com/uvYCx6maZh</a></p> — BBC iPlayer (@BBCiPlayer) <a href="https://twitter.com/BBCiPlayer/status/754665469978742784">July 17, 2016</a> </blockquote>