tag:econsultancy.com,2008:/topics/social Latest Social content from Econsultancy 2016-08-26T14:41:05+01:00 tag:econsultancy.com,2008:BlogPost/68234 2016-08-26T14:41:05+01:00 2016-08-26T14:41:05+01:00 10 splendid digital marketing stats from this week Nikki Gilliland <p>Before we begin, don’t forget to download the <a href="https://econsultancy.com/reports/internet-statistics-compendium" target="_blank">Internet Statistics Compendium</a> for extra insight.</p> <h3>New series of GBBO generates 42 tweets per second</h3> <p>With the new series of the Great British Bake Off kicking off this week, Blurrt has delved into how the nation reacted on Twitter.</p> <p>With 9,126 mentions, there was an affectionate flurry of tweets for Mary Berry, while Paul Hollywood received 5,545.</p> <p>In total, the show generated 150,379 tweets, with the most influential coming from the likes of Fearne Cotton and Zoella. </p> <h3>The Independent grows audience by nearly 50% since becoming digital-only</h3> <p>Since becoming a digital-only news brand, the Independent has added 6,646,000 readers to its audience, growing its total by 46% year-on-year.</p> <p>Successful coverage of the Rio Olympics has contributed to this surge, with a story about a Syrian refugee competing as an athlete garnering over 160,000 engagements on Facebook.</p> <p>With more paid subscribers of its Daily Edition app as well as readers overall, going digital has proved to be a resounding success for the publication.</p> <p><img src="https://assets.econsultancy.com/images/0007/8475/iStock_97105255_SMALL.jpg" alt="" width="750" height="499"></p> <h3>Online customer retention rate at record high</h3> <p>During the period of May to July of this year, the active online customer retention rate reached a record high of 36.4%.</p> <p>This is according to data from IMRG and Capgemini, which suggests that online retailers are focusing on retaining existing users rather than attracting new ones. </p> <p>Down 9% on the same period last year, the average selling price per item also reached its lowest rate in over three years.</p> <p>This is thought to be due to heavy discounting as many retailers competed with Amazon Prime Day.</p> <h3>Half of the most shared Olympics ads of all time are from Rio </h3> <p>Data from Unruly has revealed that recent ads by Channel 4, Nike, Under Armour and P&amp;G are included in the list of top ten Olympic ads of all time.</p> <p>With 1.46m shares, Channel 4’s ‘We’re the Superhumans’ comes in at number two in the list, making it the most-successful ad from Rio.</p> <p>Pipping it to the top spot with a total of 2.44m shares, making it the most popular of all time, is P&amp;G’s 2012 ad ‘Best Job’.</p> <p>The below chart tracks how Olympic ads compare with the average global ad – specifically relating to the reasons why people share them.   </p> <p><img src="https://assets.econsultancy.com/images/0007/8476/Olympics.png" alt="" width="780" height="469"></p> <h3>Online popularity of VR and AR rises 548% since January 2015</h3> <p>The latest <a href="http://www.slideshare.net/adobe/2016-adobe-digital-insights-gaming-report" target="_blank">Digital Insights report</a> by Adobe has revealed that online mentions for augmented reality and virtual reality devices has grown significantly in the past 18 months, with a 548% uplift on Twitter.</p> <p>The HTC Vive has been the most-talked about device, ahead of the Microsoft HoloLens, Oculus Rift and the hotly-anticipated PlayStation VR.</p> <p>Despite the popularity of VR within gaming, a similar uplift is yet to be seen from marketers.</p> <p>While the space remains less crowded, it appears to be the ideal time to experiment with the technology.</p> <p><img src="https://assets.econsultancy.com/images/0007/8477/2016-adobe-digital-insights-gaming-report-6-1024.jpg" alt="" width="780" height="438"></p> <h3>Record-high for use of contactless cards</h3> <p>According the UK Cards Association, contactless payment cards were used to make more payments in the first half of this year than in all of 2015.</p> <p>Compared with £7.75bn spent between January and June last year, Brits have spent £9.27bn via 1.1bn contactless transactions in 2016 so far. </p> <p>This means that contactless accounted for 18% of all card spending in June, with this figure being expected to increase.</p> <h3>Consumer interest increases in BMW and Chevrolet thanks to Olympic ads</h3> <p>According to new data from Edmunds, investment in advertising during the Rio Olympics has paid off for car brands BMW and Chevrolet.</p> <p>BMW saw consumer interest rise 12% in the first week of the Games and 7% in the second.</p> <p>Likewise, Chevrolet saw a 6% lift and 2% in the respective weeks. To calculate this data, Edmunds’ team compared traffic in the four weeks’ prior the Olympics. </p> <p>While it's not unusual for major sports events to drive traffic, the Olympics consistently drew consumers back throughout its two-week period.</p> <p><iframe src="https://www.youtube.com/embed/K9CnqEQWkZI?wmode=transparent" width="640" height="360"></iframe></p> <h3>Parents go online for back-to-school technology</h3> <p>New research from Bizrate Insights, a division of Connexity, has revealed how mums are leaning towards online shopping for certain back-to-school categories.</p> <p>While basic school supplies are still bought in brick and mortar stores, 45% of technology devices are said to be bought online.</p> <p>In terms of the type of technology, schools are said to influence decision-making by 29%. This is in comparison to gear (e.g. backpacks and lunchboxes) which is largely chosen by children themselves.  </p> <p><img src="https://assets.econsultancy.com/images/0007/8478/connexity.JPG" alt="" width="736" height="420"></p> <h3>More consumers subscribing to multiple video-on-demand services</h3> <p>Data from Futuresource Consulting has found that there is a high overlap of subscribers between Netflix and Amazon Prime in the UK, US and Germany.</p> <p>Around half of Netflix subscribers in the UK and the US also subscribe to Amazon Prime, with 30% of US respondents saying they use both on a regular basis.</p> <p>The research also shows that Amazon Prime is gaining in popularity, with one-third of UK Amazon account holders having a subscription to Prime.</p> <h3>Worldwide ecommerce sales near $1.9tr</h3> <p>According to a forecast from eMarketer, global ecommerce sales are expected to grow 23.7% to $1.91trn in 2016.</p> <p>This will account for 8.7% of all global retail spending.</p> <p>eMarketer also predicts that ecommerce sales will account for $4trn of the total retail spend in 2020 and to make up 14.6% of retail spending that year.</p> <p>Much of this growth is likely to come from China, where ecommerce sales are expected to reach $899.09bn this year.</p> tag:econsultancy.com,2008:BlogPost/68233 2016-08-26T10:57:13+01:00 2016-08-26T10:57:13+01:00 All the digital news stories you missed this week Ben Davis <h3>Google announces changes to mobile search</h3> <p>Google is removing the 'mobile friendly' label from mobile search results in order to declutter the page.</p> <p><a href="https://webmasters.googleblog.com/2016/08/helping-users-easily-access-content-on.html">The search company said</a> that 85% of pages now comply with <a href="https://econsultancy.com/blog/66141-six-thoughts-on-google-s-mobile-friendly-search-announcement/">mobile-friendly criteria</a>, chiefly, no need to zoom in to read text and links far enough apart to be easily tapped.</p> <p>Google also announced that as of January 2017, interstitials that obscure mobile pages will be a factor that negatively impacts ranking.</p> <p>Exceptions include login dialogues, legal messages (e.g. cookies) and smaller banners (e.g. subtly promoting app download). </p> <p><img src="https://assets.econsultancy.com/images/0007/8469/Screen_Shot_2016-08-26_at_09.56.40.png" alt="google interstitials advice" width="615" height="518"></p> <h3>WhatsApp adverts are coming</h3> <p><a href="https://blog.whatsapp.com/10000627/Looking-ahead-for-WhatsApp">WhatsApp has updated its terms and privacy policy</a>, with two headline announcements.</p> <p>Firstly, WhatsApp will be sharing phone numbers with Facebook, unless users opt out. This will be used to improve friend suggestions and ads on Facebook.</p> <p>Secondly, WhatsApp is to allow businesses to message its users.</p> <p>This is intially intended to be used for informational messages (often sent by SMS), such as notifications about flights, but will eventually include marketing messages.</p> <h3>BuzzFeed restructures </h3> <p>BuzzFeed has split into BuzzFeed News and the newly-created BuzzFeed Entertainment Group (BFEG).</p> <p>Press coverage has made much of the fact that the restructure is intended to enable the prioritisation of video (where BuzzFeed makes money via Facebook ads), without compromising news.</p> <p>Mashable is one publisher that has previously laid off news team staff to make way for more video.</p> <p><img src="https://assets.econsultancy.com/images/0007/8470/Screen_Shot_2016-08-26_at_10.07.23.png" alt="buzzfeed news" width="615" height="335"></p> <h3>Tesco offers same-day <a href="https://econsultancy.com/blog/66389-what-does-the-ideal-click-and-collect-service-look-like/">click-and-collect</a> groceries</h3> <p style="font-weight: normal;"><a href="http://www.tesco.com/collect/#faq">Tesco is offering the service</a> at 261 stores in the UK, charging £2 Monday to Thursday and £3 for Friday and Saturday.</p> <p style="font-weight: normal;">Customers will be required to place orders before 1pm and collect after 4pm.</p> <h3>Introducing Amazon Vehicles</h3> <p>August 25, Amazon launched Amazon Vehicles, 'a car research destination and automotive community that makes it easy for customers to get the information they need when shopping for vehicles, parts, and accessories'.</p> <p>Customers won't be able to buy cars directly through the service, but it will enable them to:</p> <ul> <li>Research.</li> <li>Read and post reviews, including photos and video.</li> <li>Add information about their current car to receive recommendations.</li> </ul> <p>Amazon already had an automotive category, but this goes one step further. <a href="https://www.amazon.com/b?node=10677469011">Go check it out</a>.</p> <p><img src="https://assets.econsultancy.com/images/0007/8467/Screen_Shot_2016-08-26_at_09.16.24.png" alt="amazon vehicles" width="615" height="316"></p> <h3>nuTonomy becomes first to offer autonomous taxi rides</h3> <p>In last week's news roundup, we reported that Uber's surprise announcement of an autonomous vehicle trial in Pittsburgh would see it become the world's first.</p> <p>But nuTonomy, founded by two MIT researchers, has jumped ahead in Singapore, having already offered such a service this week.</p> <p><img src="https://assets.econsultancy.com/images/0007/8471/Screen_Shot_2016-08-26_at_10.15.17.png" alt="nutonomy" width="615" height="319"></p> <h3>WPP has bumper six months, remains cautious</h3> <p>Despite very good global results over the past six months, Martin Sorrell (headlining this year's <a href="http://www.festivalofmarketing.com/welcome?utm_source=econsultancy&amp;utm_medium=blog&amp;utm_campaign=econ%20blog">Festival of Marketing</a>) warned that uncertainty around article 50 and the triggering of Brexit is going to affect the ad business.</p> <p>Headline profits were up 10% to £769m, with global revenue of £6.5bn in the six months to the end of June (partly explained by ad spend over a big sporting summer and the US election).</p> <p>Business slowed in the second quarter in the UK, a wobble that preceded the Brexit vote.</p> <h3>Amazon planning more click-and-collect groceries</h3> <p>Last year it was revealed Amazon was planning to open a click-and-collect warehouse for groceries in Sunnyvale, now <a href="http://www.bizjournals.com/sanjose/news/2016/05/16/exclusive-amazon-planning-second-drive-up-grocery.html">plans are also afoot</a> in San Carlos.</p> <p>With Amazon Fresh continuing to expand, it seems the company is intent on providing quick, timed fulfillment in any way it can, creating convenience for customers.</p> <h3>Uber launches Scheduled Rides </h3> <p>The service allows one to book an Uber up to a month in advance. A soft launch in the US has been followed by a rollout to business users in London yesterday.</p> <p>All Uber users will get access to the feature over the coming months.</p> <h3>UBS creates digital currency</h3> <p>UBS has developed a digital currency using blockchain technology and four banks have jumped aboard.</p> <p>Deutsche Bank, Santander, BNY Mellon and ICAP have all joined the development of the so-called Utility Coin.</p> <p>It's thought that the currency's use in security and currency trading will lead to cost savings and improved security.</p> tag:econsultancy.com,2008:BlogPost/68217 2016-08-26T10:27:45+01:00 2016-08-26T10:27:45+01:00 Pret a Manger teams up with Bosh to create recipe video Nikki Gilliland <h3>Reflection of veggie pop-up success</h3> <p>Bosh is a cooking channel that focuses on plant-based recipes. </p> <p>While it’s nowhere near as big as Buzzfeed Food (or Tasty in the US), its short and stylish videos have garnered a steady stream of fans – both veggie and otherwise.</p> <p>With its focus on fast and freshly-made food, the collaboration makes sense for Pret, and helps to cement the success of its summer veggie pop-up. </p> <p>As my colleague Ben <a href="https://econsultancy.com/blog/67960-eight-ways-veggie-pret-innovated-pop-up-retail-strategy/" target="_blank">recently explained</a>, the innovative and customer-centric approach of its experiment turned out to be a hit with both loyal and new visitors.</p> <p>Choosing a vegetarian Chef’s Special and a veggie cooking channel as its first real foray into recipe videos – there’s no denying Pret’s celebration of this meat-free trend.</p> <p><a href="https://www.facebook.com/boshtv/?fref=ts" target="_blank"><img src="https://assets.econsultancy.com/images/0007/8336/bosh.JPG" alt="" width="449" height="604"></a></p> <h3>Value exchange for consumers</h3> <p>Video is one platform that offers a direct <a href="https://econsultancy.com/blog/68044-millennials-don-t-hate-advertising-it-s-all-about-the-value-exchange/" target="_blank">value exchange</a>. </p> <p>By releasing a video on a plant-based channel, it is clearly a nod to customers who have supported Pret’s pop-up, but more than that, it’s a chance for the brand to enter into a new domain.</p> <p>With its on-the-go nature, Pret is a brand that starts and stops outside of the home.</p> <p>So, a recipe video is a chance to reach consumers in their own kitchens, enabling them to engage on a more intimate level. </p> <p>Although Pret has released videos of ‘smoothie recipes’ in the past, they merely pointed viewers to a list of ingredients on the Pret website.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fpretamanger%2Fvideos%2F1163733670308442%2F&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <p>This time, as well as being in collaboration with another channel, the videos are longer and do not require the viewer to leave the platform.</p> <p>It is interesting to note that there is minimal branding, with the only sign being a Pret green juice placed in the background.</p> <p>This was a clever move by both Pret and Bosh, as it means that even naysayers of the brand are likely to watch and enjoy. </p> <h3>Other brands creating recipe videos</h3> <p>Garnering over a million views, the Pret video has been the biggest success for Bosh so far. </p> <p>However, it’s not the only brand to appear on the channel – London restaurant Mildred’s also teamed up with the site for a video on peanut butter brownies.</p> <p><a href="https://www.facebook.com/boshtv/videos/1044861408925692/" target="_blank"><img src="https://assets.econsultancy.com/images/0007/8337/Bosh_2.JPG" alt="" width="451" height="576"></a></p> <p>In terms of the industry, Bosh is a relatively new player in the world of recipe video sites.</p> <p>From Buzzfeed Tasty to Tastemade, there is an expanding collection out there following a very similar formula.</p> <p>Typically using stop-motion footage shot from overhead, and including fast and simple recipes - they are perfectly aligned to <a href="https://econsultancy.com/blog/67442-how-to-create-facebook-video-ads-that-cater-for-silent-autoplay/" target="_blank">how people consumer content on social media</a>.</p> <p>Unsurprisingly, sites like Buzzfeed Tasty feature brands on a regular basis, such as the below recipe which includes US brand Triscuit as a main ingredient. </p> <p><a href="https://www.facebook.com/buzzfeedtasty/videos/1714102505509058/" target="_blank"><img src="https://assets.econsultancy.com/images/0007/8338/Tasty.JPG" alt="" width="451" height="598"></a></p> <p>With this video garnering an incredible 23m views, there’s no denying the popularity of Buzzfeed’s formula (with or without brand inclusion). </p> <p>As the likes of Pret experiment with this trend, we could see even more UK brands jump on the recipe video bandwagon.  </p> <p><em>For more on this topic, see:</em></p> <ul> <li><a href="https://econsultancy.com/training/courses/video-marketing-strategies"><em>Video Marketing Strategy Training</em></a></li> <li><a href="https://econsultancy.com/blog/67638-seven-tips-for-driving-an-emotional-response-to-video-marketing/"><em>Seven tips for driving an emotional response to video marketing</em></a></li> </ul> tag:econsultancy.com,2008:Report/3008 2016-08-24T09:35:00+01:00 2016-08-24T09:35:00+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/68208 2016-08-23T09:43:25+01:00 2016-08-23T09:43:25+01:00 Chatbots: Are they better without the chat? Ben Davis <p>Kik is a bot platform, which obviously makes Livingston best placed to make an authoritative assertion on the subject.</p> <p>Here, he adds some more context to the idea of conversation as a red herring:</p> <p>"I believe we’ll look back on the early emphasis on 'conversational commerce' as a mistake.</p> <p>"Part of the misfire with the conversational aspect of bots has to do with the fact that natural language processing and <a href="https://econsultancy.com/reports/marketing-in-the-age-of-artificial-intelligence/">artificial intelligence</a> are not yet accomplished at managing human-like conversations."</p> <p>So, it's not only users not wanting to think, but bots that are unable to (at least with the requisite accuracy).</p> <p>Poncho the Weathercat is often cited as a typical chatbot that, whilst it often works, can make for frustrating conversations.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Poncho the weathercat is no Gerald or Joan! <a href="https://t.co/LfWc7yedgu">pic.twitter.com/LfWc7yedgu</a></p> — Shane O Leary (@shaneoleary1) <a href="https://twitter.com/shaneoleary1/status/720216406567100416">April 13, 2016</a> </blockquote> <h3>The WeChat template </h3> <p>In his blog post, Livingston enumerates the advantages of messaging platforms and bots.</p> <p>They include: </p> <ul> <li> <strong>Less friction</strong> - one interface to master, a single download and sign-up.</li> <li> <strong>Discovery</strong> - more sharing of bots, through their inclusion in conversations between friends.</li> <li> <strong>Consolidation</strong> - fewer apps.</li> <li> <strong>Messaging as front door</strong> - services within a messenger, not vice versa. </li> </ul> <p>These are all characteristics of <a href="https://econsultancy.com/blog/67490-10-things-you-didn-t-know-about-wechat">WeChat</a>.</p> <p><a href="https://econsultancy.com/blog/67545-10-practical-uses-for-qr-codes-in-china/">QR codes aid quick discovery</a>. WeChat public accounts (essentially messenger bots) have proliferated rapidly (there are over 10m) and <a href="http://walkthechat.com/wechat-2016-data-shows-growing-user-engagement/">40% of WeChat users</a> read content from public accounts daily.</p> <p>Mobile payment is also growing, as a service within Wechat.</p> <p>Peer-to-peer payment is one of the most used features - WePay popularity has surpassed Alipay (46% use WePay compared to 31% Alipay) in part because of the interface and this social element.</p> <p>It should be noted that WeChat public accounts, much like the later iterations of Facebook Messenger bots, include menus that further reduce friction when interacting in the messenger channel.</p> <p><em>QR codes allow access to public accounts.</em></p> <p><img src="https://assets.econsultancy.com/images/0007/2217/klm_qr.jpg" alt="wechat qr" width="300"></p> <h3>So, where do chatbots work well?</h3> <p>WalkTheChat provides <a href="http://walkthechat.com/are-wechat-chat-bots-good/">a nice summary</a> of challenges that chatbots are best suited for:</p> <p><strong>Narrow scope:</strong> Until artificial intelligence improves dramatically, responses are ultimately tied to decision trees, so a bot must occupy a niche, in order to provide accurate answers.</p> <p><strong>Wide range of inputs:</strong> If input range is narrow (e.g. ecommerce, where form fields are satisfactory), chatbots will only serve to make the experience more drawn out. Chatbots work best when the questions users could ask are manyfold.</p> <p><strong>Constantly evolving output:</strong> User inputs can be analysed in order to constantly improve output. This makes chatbots very useful in customer service situations, if given time to develop. The Alibaba chatbot allows a mixture of free input and multiple choice (often used to clarify input).</p> <h3>Conclusion</h3> <p><a href="http://walkthechat.com/5-wechat-accounts-using-artificial-intelligence/">More sophisticated AI</a> is creeping into chatbots, but until then, marketers should heed Ted Livingston's comments.</p> <p>Experimenting with chatbots is all about failing fast and being well-positioned to take advantage when the technology takes off.</p> <p>However, marketers shouldn't lose sight of what the user wants - experiences that are improved via messenger.</p> <p>The novelty factor is not enough to sustain usage of a service that isn't quicker or easier than existing solutions.</p> <p>So, what's the perfect use case for your business?</p> tag:econsultancy.com,2008:BlogPost/68207 2016-08-19T14:27:00+01:00 2016-08-19T14:27:00+01:00 The 10 greatest digital marketing stats we've seen this week Nikki Gilliland <p>As always, you’ll find further insight in the <a href="https://econsultancy.com/reports/internet-statistics-compendium">Internet Statistics Compendium.</a></p> <h3>Half of UK retailers are struggling to connect in-store and online</h3> <p>According to research from RetailMeNot, 59% of retailers cite a lack of visibility across channels as the biggest challenge they face today.</p> <p>Despite 92% of large retailers selling online, nearly two-fifths are still failing to provide consistent pricing across the board.</p> <p>With the recognition that a more consistent experience is needed, 42% of businesses are said to be restructuring in order to integrate in-store and online teams. </p> <h3>27% of consumers display no brand loyalty</h3> <p>A <a href="http://dma.org.uk/infographic/talking-the-consumers-language-retail-infographic" target="_blank">new infographic</a> from the DMA has highlighted the four different types of loyalty that consumers feel towards brands.</p> <p>While 40% of consumers are ‘active loyals’, i.e. people who stay loyal to brands for both special and routine purchases, 27% are ‘active disloyals’ – displaying no brand loyalty at all.</p> <p>In general, disloyalty is said to increase with the value of items, meaning that consumers are more likely to shop around for expensive products like technology and furniture.</p> <p><img src="https://assets.econsultancy.com/images/0007/8275/brand_loyalty.JPG" alt="" width="574" height="384"></p> <h3>Twitter suspends 235,000 accounts in six months</h3> <p>Twitter has announced that it has suspended 235,000 accounts in the past six months due to violation of its policies relating to terrorism and the threat of violence.</p> <p>With 313m monthly active users, Twitter is struggling to control the amount of terrorism-linked accounts on its platform. </p> <p>Daily suspensions on the platform are up 80% on the previous year, bringing the overall number of suspensions since the middle of 2015 to 360,000 in total.</p> <h3>A third of people use only their mobile to make purchasing decisions</h3> <p>Research by xAd has highlighted how crucial mobile is in the path to purchase. </p> <p>In a survey of 1,500 consumers, 39% cited a smartphone as the most important tool used to research a product.</p> <p>What’s more, 29% admitted that it was the only tool they used to make a purchasing decision.</p> <p>With 56% of consumers buying immediately or within the hour after researching, the ‘always on’ nature of mobile means that marketers need to place more focus on engaging consumers in the right time and place. </p> <p><img src="https://assets.econsultancy.com/images/0007/8274/mobile_purchasing.JPG" alt="" width="755" height="414"></p> <h3>Failure to achieve targets is top reason for SEO agency terminations</h3> <p>According to a <a href="https://artios.io/why-seo-agencies-really-get-fired/" target="_self">study by Artios</a>, the biggest cause of businesses dropping SEO agencies is a failure to hit long-term targets, with this accounting for 29% of all terminations.</p> <p>25% of terminations are said to be due to a lack of transparency around methods, closely followed by out-dated SEO techniques causing 15% of dismissals. </p> <p>The study also found the longer the relationship, the more mutual the ending - after three or more years, ‘friendly terminations’ are the most common parting of ways.</p> <p><img src="https://assets.econsultancy.com/images/0007/8276/SEO.jpg" alt="" width="780" height="239"></p> <h3>Visits to online retail sites up 2.6% this back-to-school season</h3> <p>Data from Hitwise, a division of Connexity, has found that the 2016 back to school season has been the biggest ever for the top online retail sites.</p> <p>Compared to the same time last year, visits were up 2.6% in the run up to August 13th, equating to around 100m more online shopping visits so far.</p> <p>Hitwise also revealed the hottest products for kids, with the most sought after including Pokémon backpacks, the iPad Pro and Yeezy trainers.</p> <h3>Heavy discounting leads to highest online sales growth in 20 months</h3> <p>Figures from the IMRG Capgemini eRetail Sales Index show that online sales grew +19% year-on-year in July, making it the highest yearly growth since November 2014.</p> <p>Heavy discounting from retailers across the board is said to have contributed to the surge, with the average basket value of goods purchased online falling from £80.52 to £78.39 in a single month.</p> <p>Out of the best-performing categories, clothing and home and garden came out on top, with a period of sunny weather encouraging us to spend online. </p> <h3>35% of organisations believe technology is key to understanding customers </h3> <p>Our latest report, <a href="https://econsultancy.com/reports/secrets-of-elite-analytics-practices/" target="_blank">Secrets of Elite Analytics Practices</a>, delves into the relationship between customer analytics and business results. </p> <p>The research found that organisations of all maturity levels agree technology is a massive contributing factor for success. </p> <p>When asked what they believe has had the greatest impact on better understanding customers, companies with both elite and average analytics capabilities cited having the right technologies for data collection and analysis.</p> <p><img src="https://assets.econsultancy.com/images/0007/8281/analytics_practices.JPG" alt="" width="699" height="595"></p> <h3>High-performance ads deliver an average of 180% ROI</h3> <p>Analysis by <a href="http://www.warc.com/Pages/ROI/ROIHome.aspx" target="_blank">Warc</a> has shown that the average profit from high-performing advertising is 1.8 times the initial investment. </p> <p>This data comes from the Warc database which includes figures calculated within the first year of a campaign.</p> <p>As a result, it does not take into account the long-term return, with the total predicted to be much higher as time goes on.</p> <p>In fact, the long-term payback is said to be twice as high as the short-term.</p> <h3>China predicted to become the world’s biggest retail market</h3> <p>It is already the largest in terms of ecommerce, but according to eMarketer, China is set to surpass the US to become the single biggest retail market in the world. </p> <p>Research suggests that total sales will increase 13% to reach $4.886 trillion in 2016. In comparison the US is set to grow at just 2.6% to reach $4.823 trillion.</p> <p>Over the next four years, this gap will widen even further, as China’s retail sales value is forecast to stand at $7.086 trillion by 2020.</p> tag:econsultancy.com,2008:BlogPost/68193 2016-08-19T11:58:17+01:00 2016-08-19T11:58:17+01:00 How service providers are using social to connect with customers Tamara Littleton <p>They often lack the emotional spark that we get with brands – what makes us care about the latest news?</p> <p>Apart from being a place that we need to visit from time-to-time, what value can the shopping centre bring to customers? What does a facility have to say on social media?</p> <p>Although it may not seem like it, there are ways that these service providers can create and share engaging content online. </p> <h3>Creating a emotional resonance</h3> <p>When travelling, people often have airline preferences, but the airport we fly from is usually dictated by convenience and necessity. It’s just somewhere we have to go. </p> <p>How do major transport hubs transform themselves from something that we tolerate, and therefore don’t care much about engaging with, into an experience that we remember and want to share?</p> <p>How do they keep us engaged and exited to come back?</p> <p><a href="https://econsultancy.com/blog/67838-heathrow-airport-s-route-to-digital-transformation/">Heathrow</a> does this by tying its brand identity into the national consciousness. This June it celebrated its 70th birthday by sharing the work of its resident photographer.</p> <p><iframe src="https://www.youtube.com/embed/qzsswi3mhrw?wmode=transparent" width="640" height="360"></iframe></p> <p>By recognising these moments, Heathrow solidifies itself in the national consciousness.</p> <p>People may not care that an airport is 70, but they do care about that moment the Beatles stepped off the plane.</p> <p>Heathrow continued this theme in July when it launched its first TV ad, which was filmed from the perspective of a little girl making her first visit to the airport.</p> <p><iframe src="https://www.youtube.com/embed/lMaV1VBnDr0?wmode=transparent" width="640" height="360"></iframe></p> <p>Heathrow has started to tell stories over social media, and this is where the true emotional resonance lies.</p> <p>The airport has realised that social media can be a powerful tool for storytelling, especially when it’s the customer telling the story.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Win a glass of fizz, a <a href="https://twitter.com/PlaneFood">@PlaneFood</a> picnic, or a £100 <a href="https://twitter.com/GordonRamsayGRP">@GordonRamsayGRP</a> voucher: <a href="https://t.co/iLZ4kvtMRV">https://t.co/iLZ4kvtMRV</a> <a href="https://twitter.com/hashtag/LHR70?src=hash">#LHR70</a> <a href="https://t.co/hwetnXYJEI">pic.twitter.com/hwetnXYJEI</a></p> — Heathrow Airport (@HeathrowAirport) <a href="https://twitter.com/HeathrowAirport/status/750641853582618624">July 6, 2016</a> </blockquote> <h3>Sharing experiences</h3> <p>There’s no real reason for people to chat with a facility on social media. Yes, they may have the odd “when do you open?” type question, but other than that, what is there to say?</p> <p>But social media is a vital tool for service providers – it can help bring people in, to encourage them to make the trek to the Apple Store in Westfield, rather than the one in Covent Garden.</p> <p>Having a collection of popular stores and brands under one roof isn’t enough to pull people in, and malls like Westfield know this.</p> <p>To compete with the lure of central London and its many attractions, Westfield has to create an experience out of shopping.</p> <p>It uses Facebook to promote pop-up stores and experiences – things that people have to hurry to see before its time runs out.</p> <p><iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2Fwestfieldlondon%2Fposts%2F10153637602542036&amp;width=500" width="500" height="536"></iframe></p> <p>Westfield is an experience provider, not just a big building with a lot of shops.</p> <p>It uses social media to remind people of that through events, showing them that it’s worth paying a visit because you never know what will be going on.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Today's blast from the past: <a href="https://twitter.com/hashtag/TBT?src=hash">#TBT</a> to 2012 when Niall &amp; Liam <a href="https://twitter.com/onedirection">@onedirection</a> gave you a surprise performance in-centre! <a href="https://t.co/oQFBErMrTh">pic.twitter.com/oQFBErMrTh</a></p> — Westfield London (@westfieldlondon) <a href="https://twitter.com/westfieldlondon/status/760530966058299392">August 2, 2016</a> </blockquote> <h3>Finding focus</h3> <p>ODEON’s Leicester Square cinema is one of the most famous in the country and is often host to red carpet events.</p> <p>People expect a special experience when they visit, and it’s important that its social media presences reflect that.</p> <p>But the films it promotes change from one week to the next, depending on what the hot new film is.</p> <p>One week it could be Ghostbusters, the next it’s the latest Bourne movie.</p> <p>The <a title="@ODEONLSq " href="https://twitter.com/ODEONLSq">@ODEONLSq</a> account changes its Twitter profile picture to promote each new movie as it comes along. The focus isn’t on one particular brand, but in celebrating movies in general.</p> <p>People follow the account because they love films. To celebrate this, the account runs ticket giveaways.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">A day like today deserves a comp - RT &amp; tell us your fav apocalyptic film using <a href="https://twitter.com/hashtag/ODEONLSq?src=hash">#ODEONLSq</a> and win a pair of tkts, ends at midnight</p> — ODEON Leicester Sq (@ODEONLSq) <a href="https://twitter.com/ODEONLSq/status/746288952299106304">June 24, 2016</a> </blockquote> <p>These not only encourage people to engage with the chain’s social posts, but it makes them want to follow and check its social feeds regularly.</p> <p>By giving something away, and asking for very little in return, ODEON clearly understands what its customers appreciate.</p> <p>The social media team understand the importance of cultivating a personality, a voice, that makes people want to chat and participate in events.  </p> <p>It doesn’t shy away from getting in on the social-political commentary, which shows that the brand doesn’t take itself completely seriously, and that it appreciates it’s part of a larger world (one that its followers may want to seek escape from). </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">London's sky looks beautiful today! <a href="https://twitter.com/hashtag/Brexit?src=hash">#Brexit</a> <a href="https://t.co/RVb4TSn5Ro">pic.twitter.com/RVb4TSn5Ro</a></p> — ODEON Leicester Sq (@ODEONLSq) <a href="https://twitter.com/ODEONLSq/status/746284821471694848">June 24, 2016</a> </blockquote> <p>It’s important for any organisation that uses social media to <a href="https://econsultancy.com/blog/67268-how-to-achieve-the-right-tone-of-voice-for-your-brand/">have a defined voice</a>, to be relatable. Cold corporate speak has little place on social.</p> <p>Service providers can use social media to create and enhance the emotional connection that people have with the location by linking it to storytelling and its place people lives.</p> <p>They can create shared experiences and focus on the things that draw people together.</p> <p>It’s not just about posting dry service updates, but creating a community of customers who want to come back.</p> <p><em><strong>Social Media is just one of the topics covered at the <a href="http://www.festivalofmarketing.com/welcome?utm_source=econsultancy&amp;utm_medium=blog&amp;utm_campaign=econ%20blog">Festival of Marketing 2016</a>, which takes place in London on October 5-6.</strong></em></p> tag:econsultancy.com,2008:BlogPost/68204 2016-08-19T10:29:29+01:00 2016-08-19T10:29:29+01:00 All the digital news stories you missed this week Ben Davis <h3>Olympics going well on Snapchat</h3> <p>In the first seven days of the Olympics, 49m unique users viewed content on Snapchat.</p> <p>That's an astonishing number, bearing in mind the platform has 150m daily active users.</p> <p>Live Stories is showing footage from international broadcasters, and Discover includes a channel using BBC, NBC and BuzzFeed created content.</p> <p>This Discover content is exclusive (see a still below from a video with Britain's gold-medalling synchronised divers).</p> <p>Advertisers have been running spots within Discover, with the revenue generated shared between the content creators and Snapchat.</p> <p><img src="https://assets.econsultancy.com/images/0007/8208/IMG_3093.PNG" alt="olympics snapchat" width="300"></p> <h3>Pinterest introduces Promoted Video</h3> <p>Pinterest ads now allow for video. <a href="https://business.pinterest.com/en/blog/introducing-promoted-video">The blog post announcing the move</a> stated that 'In the last year alone, we’ve seen a 60% increase in videos on Pinterest featuring everything from workouts and home projects to hair &amp; beauty tutorials'.</p> <p>Video ads are therefore an increasingly natural fit. Featured Pins sit below the video, for the user to engage with - the video below shows all.</p> <p><iframe src="https://www.youtube.com/embed/k7-6B3erKEk?wmode=transparent" width="560" height="315"></iframe></p> <h3>Tencent now worth more than Alibaba</h3> <p>Tencent (owner of <a href="https://econsultancy.com/blog/67490-10-things-you-didn-t-know-about-wechat/">WeChat</a>) is now China's most valuable tech company.</p> <p>This comes in the wake of promising second quarter results for Tencent, 52% up year-on-year at $5.4bn. Monthly active users (MAUs) on WeChat were up 34% YoY to 806m.</p> <p><a href="http://www.cnbc.com/2016/08/17/tencent-overtakes-alibaba-as-chinas-most-valuable-tech-company-as-wechat-owner-posts-strong-results.html">CNBC reports</a> data from IG showing Tencent's market capitalization at $246bn on Wednesday morning, compared to Alibaba's market capitalization of $242bn. </p> <h3>Pepsi to be first Twitter Stickers partner</h3> <p>Pepsi will get prominence in the Twitter Stickers library across 10 countries as the first sponsor brand, a move that fits nicely with Pepsi's PepsiMoji campaign.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Introducing Promoted <a href="https://twitter.com/hashtag/Stickers?src=hash">#Stickers</a> A fun way to express your brand and engage with consumers! <a href="https://t.co/wIIDHAC0KK">https://t.co/wIIDHAC0KK</a> <a href="https://t.co/usc4HRwrPU">pic.twitter.com/usc4HRwrPU</a></p> — Twitter Advertising (@TwitterAds) <a href="https://twitter.com/TwitterAds/status/765095632185032704">August 15, 2016</a> </blockquote> <h3>Instagram starts rollout of business profiles</h3> <p>Instagram has begun the rollout of the business tools it announced in May, across Europe.</p> <p>Business Profiles feature a 'contact' button so users can connect with brands.</p> <p>The other major feature is Insights, an analytics interface. See the video below for highlights.</p> <p><iframe src="https://player.vimeo.com/video/173675853?title=0&amp;byline=0&amp;portrait=0" width="640" height="360"></iframe></p> <h3>McDonald's was giving out activity trackers in Happy Meals, had to withdraw the toy</h3> <p>As part of McDonald's increasing promotion of a healthy lifestyle (including sponsorship of the Olympics), the restaurant was giving away a pedometer with every Happy Meal.</p> <p>Due to complaints about skin irritation, the product has had to be replaced with a more conventional toy.</p> <p><img src="https://assets.econsultancy.com/images/0007/8196/activity_tracker.jpeg" alt="mcdonald's pedometer happy meals" width="615" height="377"></p> <h3>Nationwide first UK financial services brand to advertise on Snapchat</h3> <p>A-Level results were released yesterday, with <a href="https://econsultancy.com/blog/67682-a-look-inside-nationwide-building-society-s-new-cx-design-lab/">Nationwide</a> seizing the opportunity to promote its FlexStudent account.</p> <p>To do this, Nationwide became the first UK financial services brand to advertise on Snapchat, sponsoring both a Lens and a Geofilter.</p> <p>I'm not exactly a power-user of Snapchat, but below you can see a creepy picture of me pretending to be an ecstatic 18-year-old.</p> <p><img src="https://assets.econsultancy.com/images/0007/8188/IMG_3091.PNG" alt="snapchat nationwide" width="300"></p> <h3>Google Cloud Platform ready for enterprise use</h3> <p>On Tuesday Google <a href="https://cloudplatform.googleblog.com/2016/08/why-Google-Cloud-Platform-is-ready-for-your-enterprise-database-workloads.html">announced</a> that <a href="https://cloud.google.com/">Google Cloud Platform</a> is no longer in beta, and is effectively ready for enterprise use.</p> <p>Database management, machine learning and big data analytics are all now open to brands, putting the big G into Amazon Web Services' territory.</p> <p><img src="https://assets.econsultancy.com/images/0007/8195/Screen_Shot_2016-08-18_at_12.01.23.png" alt="google cloud platform" width="615"></p> <h3>Alipay accelerates push into Europe</h3> <p><a href="http://www.reuters.com/article/us-ingenico-group-alipay-idUSKCN10T0G9">Ingenico Group has signed a deal</a> with Alipay allowing the app to be used across Europe through the Ingenico payment gateway.</p> <p>Alipay has 450m active users. 10m Chinese visited Europe in 2014, with purchasing power of $21bn(!) according to Ingenico.</p> <h3>New Instagram Events channel</h3> <p>Instagram Explore now has a <a href="http://blog.instagram.com/post/149085463737/160817-eventchannels">new video channel called Events</a>, currently available in the US only.</p> <p>The content (sourced from users) will be personalized according to each user's interests and include videos from live events.</p> <p><img src="https://assets.econsultancy.com/images/0007/8214/Screen_Shot_2016-08-18_at_14.39.21.png" alt="instagram events" width="500" height="441"></p> <h3>Cisco cutting 14,000 of 70,000 jobs</h3> <p>The tech beast is pushing into software and the cloud, away from hardware.</p> <h3>Hike valued at $1.4bn</h3> <p>India's Hike messaging app (<a href="https://econsultancy.com/blog/68196-the-latest-messaging-app-unicorn-india-s-hike/">handy introduction here</a>) has announced funding of $175m led by Tencent and Foxconn.</p> <p>This points the apps valuation at $1.4bn.</p> <p><img src="https://assets.econsultancy.com/images/0007/8093/hike-messenger-L.jpg" alt="hike messenger" width="615"></p> <h3>Uber to use 100 self-driving cars in Pittsburgh</h3> <p>CEO Travis Kalanick <a href="http://www.bloomberg.com/news/features/2016-08-18/uber-s-first-self-driving-fleet-arrives-in-pittsburgh-this-month-is06r7on">revealed as such to Bloomberg</a>. Each car will have an engineer to take control where needed and monitor the drive.</p> <p>The rides will be free.</p> tag:econsultancy.com,2008:BlogPost/68046 2016-08-18T14:15:04+01:00 2016-08-18T14:15:04+01:00 Five pioneering examples of how brands are using chatbots Patricio Robles <h3>Sephora</h3> <p>Earlier this year, beauty brand Sephora launched a chatbot on Kik, a popular messaging app.</p> <p>The chatbot prompts Kik users who message it to provide more information about themselves through a quiz, and then offers personalised beauty tips, product recommendations and reviews.</p> <p>In addition, Kik users can purchase products that are referenced in chat without leaving the Kik app.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/7478/kiksephora-blog-flyer.png" alt="" width="298" height="529"></p> <p>While Sephora's Kik chatbot obviously can't provide the same kind of experience the company's customers receive in-store, it saw Kik as a natural fit for reaching a key part of its customer base.</p> <p>"Through our partnership with Kik, we saw an opportunity to engage with new and existing clients, particularly with the highly mobile/connected audience of Gen-Z and younger millennials, through a fun, new social platform," the company stated.</p> <h3>Uber</h3> <p>Need a ride? Well if you're among the 1bn people who use Facebook Messenger, then you can hail an Uber using a chatbot within the messaging app.</p> <p>Rides can be requested by starting a conversation with the Uber chatbot, which will also provide status updates.</p> <p>In addition, Uber's integration allows users to request rides from within their Facebook Messenger conversations with other users by clicking on an address.</p> <p><iframe src="https://www.youtube.com/embed/Dj4f1d-EZy4?wmode=transparent" width="560" height="315"></iframe></p> <h3>HealthTap</h3> <p>Chatbot experiences often leave a lot to be desired, and while this will almost certainly improve as AI technology advances, there is an opportunity for services that combine human and computer interaction.</p> <p><iframe src="https://player.vimeo.com/video/162458358" width="640" height="360"></iframe></p> <p>Case in point: Digital health upstart HealthTap allows Facebook Messenger users to connect with more than 100,000 real doctors.</p> <p>But understanding that many of the questions those users might ask have been asked and answered before, the company has added chatbot functionality to its Messenger integration.</p> <p>When users ask a question, HealthTap's bot searches for similar questions and can provide past answers that might be useful before it offers to send the user's question to its network of doctors.</p> <h3>Bank of America</h3> <p>Bank of America is working with Facebook to build a Messenger chatbot that will "help clients stay connected to their finances whenever and wherever they choose."</p> <p>Initially, the chatbot will provide functionality such as real-time alerts, but it's not hard to imagine a future in which bank chatbots provide customers with access to account data and allow them to perform transactions.</p> <p>In fact, chatbot MyKai - a "banking bot" that is available through Facebook Messenger, Slack, WhatsApp and SMS - already offers that functionality.</p> <p>Developed by Kasisto, a startup spun out of SRI International, which developed the technology behind Siri, the MyKai technology is <a href="http://www.wired.com/2016/06/new-banking-ai-now-chatbots/">already being used by</a> banks like Singapore-based DBS.</p> <p>RBS, <a href="https://www.engadget.com/2016/03/04/rbs-luvo-ai-chat-bot/">which developed its own technology</a>, also plans to put chatbots to work.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/7483/mykai-hereswhat2-1-blog-flyer.png" alt="" width="313" height="565"></p> <h3>Pizza Hut</h3> <p>Those with a late night craving no longer have to think twice about picking up the phone to order a hot pie.</p> <p>Pizza Hut, the global restaurant chain that has over 15,000 locations, <a href="http://www.cnet.com/uk/news/pizza-huts-chat-bot-can-take-your-order-on-facebook-and-twitter/">now accepts orders through Facebook Messenger and Twitter chatbots</a>. </p> <p>For Pizza Hut, building chatbots was all about making it as easy as possible for customers to order food.</p> <p>"We are committed to our servicing our customers in the most convenient way and meeting them in the channels they already prefer," Baron Concors, Pizza Hut's Chief Digital Officer, explained.</p> <p>Facebook Messenger users who interact with the company's chatbot will be able to connect their Messenger accounts to their Pizza Hut accounts so that the chatbot will have access to their order history.</p> <p>This enables Pizza Hut to personalise offers and make it easy for customers to quickly reorder their favorite menu items.</p> <p>Rival pizza chain Domino's has also launched its own chatbot. Read <a href="https://econsultancy.com/blog/68184-domino-s-introduces-dom-the-pizza-bot-for-facebook-messenger/">Nikki Gilliland's review to find out more</a>.</p> tag:econsultancy.com,2008:BlogPost/68201 2016-08-18T11:07:58+01:00 2016-08-18T11:07:58+01:00 How HostelWorld uses video to connect with target audience of young travellers Nikki Gilliland <p>While the brand’s eager use of the ‘M’ word might put off some, it’s certainly succeeded in engaging an adventure-seeking generation. </p> <p>Using humour and creativity to great effect, it’s a fine example of a business using video to promote its brand position and strengthen loyalty. Here’s why.</p> <h3>Breaking down stereotypes</h3> <p>Most <a href="https://econsultancy.com/blog/67766-10-examples-of-great-travel-marketing-campaigns/" target="_blank">travel brands</a>, and hostel sites in particular, focus on the low price and convenient locations of budget properties. </p> <p>With the likes of Airbnb promoting an affordable yet still somewhat luxurious offering, HostelWorld has decided to take a different tack, instead choosing to highlight how far modern hostels have come.</p> <p>The brand uses its ad campaigns to show that hostels are no longer the ultimate way to slum it. </p> <p>In its latest video campaign, ‘In Da Hostel with 50 Cent’, HostelWorld parodies MTV Cribs to show that even famous rappers don’t have to sacrifice luxury to enjoy beautiful locations around the world.</p> <p><iframe src="https://www.youtube.com/embed/espJ7oIHezk?wmode=transparent" width="492" height="277"></iframe></p> <p>Cleverly promoting the ‘community vibes’ and ‘mad tight security’ of hostels, it uses tongue-in-cheek humour to break down the stereotypes of old and communicate the appeal of modern hostels. </p> <h3>Tapping into pop culture</h3> <p>With such a distinct target audience, it's no surprise that HostelWorld uses pop culture to connect with consumers.</p> <p>One of its most innovative (and irreverent) campaigns to date is the ‘Youth Hostelling with Chris Eubank’ video, which saw the dreams of many an Alan Partridge fan come true.</p> <p>Based on an episode from nearly 20 years ago, it depicts former boxer Eubank checking into a hostel in all his grandiose glory.</p> <p>With such a niche reference, the video could have tanked, but having garnered nearly 300,000 views to date on YouTube, it seems to have connected with its audience.</p> <p><iframe src="https://www.youtube.com/embed/iGG5OhEcpOQ?wmode=transparent" width="854" height="480"></iframe>  </p> <p><iframe src="https://vine.co/v/ea1r2dj1mDE/embed/simple" width="600" height="600"></iframe></p> <h3>Storytelling &amp; travel culture</h3> <p>HostelWorld’s digital content isn't only made up of viral ads. </p> <p>Filmed by the very same people it aims to target, the brand’s ‘Meet the World’ video series highlights how travel can be a fulfilling and transformative experience.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FHostelworld%2Fvideos%2F10152709453041404%2F&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <p>From the world’s biggest tomato fight to London’s hidden gems, it documents its own team’s travel adventures as well as those from the online travel blog and vlog community. </p> <p>Reflecting the notion that young people want to bring back memories rather than souvenirs, it uses personal storytelling to inspire its audience.  </p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FHostelworld%2Fvideos%2F10152933108766404%2F&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <p><em><strong>Travel &amp; Tourism is just one of the sectors covered at Econsultancy’s <a href="http://www.festivalofmarketing.com/welcome?utm_source=econsultancy&amp;utm_medium=blog&amp;utm_campaign=econ%20blog">Festival of Marketing 2016</a>, which takes place in London on October 5-6.</strong></em></p>