tag:econsultancy.com,2008:/topics/mobile Latest Mobile content from Econsultancy 2017-09-22T14:24:47+01:00 tag:econsultancy.com,2008:BlogPost/69445 2017-09-22T14:24:47+01:00 2017-09-22T14:24:47+01:00 10 exciting digital marketing stats we’ve seen this week Nikki Gilliland <p>On we go.</p> <h3>Media agencies are wasting two days a week on admin-based tasks</h3> <p>New research by 4C suggests that media agency professionals are wasting the equivalent of two days per week performing admin, instead of focusing on creative and strategic tasks.</p> <p>In a survey of over 200 professionals, 84% of respondents said that they feel concerned about the actual value their agency brings to brands, and whether they are truly offering them value for money. </p> <p>The execution of social campaigns appears to be driving this concern, with 36% of respondents admitting that switching between platforms to manage campaigns is the biggest annoyance of their job. Some reportedly spend 17 hours per week doing this. Frustratingly, 63% said they believe the amount of time spent working on social campaigns will only increase over the next few years.</p> <p><img src="https://assets.econsultancy.com/images/0008/9105/4C.JPG" alt="" width="580" height="372"></p> <h3>Nearly a quarter of digital marketers don’t track marketing spend</h3> <p>According to research by Greenlight, digital marketers are suffering from a worrying level of uncertainty. </p> <p>It found that 36% of survey respondents don’t have confidence in their campaign targeting, while 18% don’t think their campaigns are reaching their desired audience at all.</p> <p>Alongside this, it appears marketers are also unsure about where their marketing spend is actually going. One in ten marketers are not even sure which channels are the most valuable for their campaigns, and 17% are yet to commit their budgets accordingly. Even worse, 23% are failing to track campaign spend whatsoever.</p> <p><a href="https://econsultancy.com/blog/69432-restoration-hardware-bid-on-3-200-keywords-found-98-of-its-ppc-sales-came-from-just-22-brand-terms/">Here's a somewhat-related cautionary tale about PPC</a>.</p> <h3>25% of internet users use a VPN network</h3> <p>In a study of VPN (virtual private network) usage around the world, <a href="http://insight.globalwebindex.net/vpn-usage-around-the-world?utm_campaign=VPN%20Usage%20Around%20The%20World&amp;utm_source=hs_email&amp;utm_medium=email&amp;utm_content=56524113&amp;_hsenc=p2ANqtz-9BFGKHYG9SI5WGcZaWaiorCGsdLV-cu_4llCF9RLxP_1AsqA0w7CJEXzSRH64Kva36hetevTnlUgwRHdG7IcFeZCp-pRXbxikV71F-CczXZzlK0Nk&amp;_hsmi=56549588" target="_blank">GlobalWebIndex</a> has found that 25% of internet users have used a VPN in the past month, and that 42% of these use a VPN daily. </p> <p>When it comes to the motivation for doing so, 50% of people said that they use a VPN for better access to entertainment, 34% said better access to social networks or news services, and 31% said to maintain anonymity while browsing.</p> <p>The study also found VPN usage to be lower in North America and Europe, with the top markets being Indonesia, India, and Turkey.</p> <p><img src="https://assets.econsultancy.com/images/0008/9107/VPN.JPG" alt="" width="650" height="323"></p> <h3>63% of consumers want biometric technology in-stores</h3> <p>Following on from the launch of the new iPhone, a report by <a href="http://www.worldpay.com/us/about/media-center/2017-09/shoppers-give-thumbs-up-to-in-store-biometrics" target="_blank">Worldpay</a> has revealed that consumers are growing increasingly demanding of new payment technology.</p> <p>In a survey of 2,500 consumers across the UK, 63% of respondents said they would like to be able to use a biometric scan to authorise payments in-store. 69% of consumers said they’d be open to using a finger to do so, while 24% said their face, and 33% said they’d be willing to use their eyes.</p> <p>Worldpay also found that consumers expect speed and convenience in other areas. Click-and-collect is highly in-demand, as are automated payments and bots - 65% of consumers said they’d rather pay a robot than waste time flagging down a waiter in a restaurant.</p> <h3>Mobile video ad spend jumps 142% in Q2</h3> <p>According to <a href="http://info.smaato.com/hubfs/Reports/Smaato_Global_Trends_in_Mobile_Advertising_Report_Q2_2017.pdf" target="_blank">Smaato</a>, spend on mobile video ads increased by 142% in Q2 2017, making it the fastest-growing mobile ad format.</p> <p>Rewarded video (full screen video ads that users can view in full in exchange for in-app rewards) was the fastest growing format, with spend increasing by 74%. In-app spending accounted for 94% of total mobile ad spending in Q2, compared with just 75% in 2016.</p> <p>Finally, full-screen interstitials were the most popular ad format among advertisers, accounting for almost two thirds of total mobile video ad spending in Q2.</p> <p><img src="https://assets.econsultancy.com/images/0008/9106/Smaato.JPG" alt="" width="600" height="392"></p> <h3>60% of 25 to 34-year olds find it easier to chat to brands via text</h3> <p>Mindshare’s <a href="http://www.mindshareworld.com/sites/default/files/FutureofRetailAW.pdf" target="_blank">UK retail trends</a> report has revealed the growing demand for instant and 24-hour customer service.</p> <p>Today, 60% of 25 to 34-year olds say that they find it easier to chat to brands via text message, online chat, or messenger apps. Meanwhile, 27% say they have used a chatbot in order to communicate with a brand.</p> <p>The report also found that consumer’s attitude to data is somewhat conflicted. Despite the demand for personalisation, with 56% of people saying that brands should be doing more with their data, 65% say they are still very selective about the companies they share it with.</p> <h3>Twice as many adults use the internet via a mobile than desktop</h3> <p><a href="http://www.vertoanalytics.com/10024-2/" target="_blank">Verto Analytics</a> has revealed that smartphones are now twice as popular than PC’s when it comes to accessing the internet.</p> <p>When tracking which devices 5,000 UK adults used to go online, it found that smartphones accounted for 57% of people, while traditional PCs accounted for 27%, and tablets for 16%.</p> <p>Smartphone usage was shown to peak during the morning, with this device accounting for 63% of the people online between 8am to 11am – three times as many people using a PC at that time. Meanwhile, desktop computers were found to have the largest audience share of 38% between the hours of 1am and 3am. </p> <p><img src="https://assets.econsultancy.com/images/0008/9109/Smartphone_PC.JPG" alt="" width="640" height="344"></p> <h3>Online retailers see unexpected growth in August</h3> <p>The latest <a href="https://www.ons.gov.uk/businessindustryandtrade/retailindustry/bulletins/retailsales/august2017#whats-the-story-in-online-sales" target="_blank">ONS</a> (Office for National Statistics) figures show that the average weekly UK online spend in August was £1.1bn - an increase of 15.6% compared with August 2016.</p> <p>This means that the amount spent online accounted for a total of 16.4% of all retail spending for the month, excluding automotive fuel. This figure is also up compared to 15% in August last year.</p> <p>Despite this year-on-year growth, Salmon has highlighted that shoppers have been predominantly spending on non-necessity and luxury goods and services, with the summer holidays and an increase in tourism contributing to this. As a result, Salmon predicts a dip in online spend as Autumn approaches.</p> <p><img src="https://assets.econsultancy.com/images/0008/9108/ONS.JPG" alt="" width="650" height="381"></p> <h3>Female influencers favour Instagram over Snapchat</h3> <p>Collective Bias has revealed that female <a href="https://www.econsultancy.com/reports/the-rise-of-influencers">influencers</a> are uninterested in Snapchat, with zero survey respondents saying that it is the most important channel to them. In contrast, 28.4% of influencers said that Instagram is invaluable.  </p> <p>Perhaps surprisingly, Pinterest came second in the survey, with 26.4% of respondents saying that they favoured the platform the most. </p> <p>Facebook and Twitter fared less well, but this is likely due to the less visual nature of the platforms as well as the subsequent lack of opportunity for sponsored, one-off posts.</p> <h3>Brits spend nearly eight hours per day consuming media</h3> <p>The <a href="http://ipa.us4.list-manage.com/track/click?u=1f2c3c8034116a764afbdc0a5&amp;id=e6d608e522&amp;e=cf106b3443" target="_blank">IPA Touchpoints</a> report has revealed that adults are spending seven hours and 56 minutes a day consuming media – an increase of 9% from 2016 and 13% from 2005.</p> <p>This means that adults spend just over two hours a day media multi-tasking (which means watching TV or using a laptop or smartphone while doing other things) – or nearly a quarter of that time spent consuming media in total.</p> <p>In terms of medium, television or video remains the most popular, with adults viewing an average of four hours and 35 minutes per week. Meanwhile, out of home media accounts for three hours 28 minutes, and social networking or messaging accounts for two hours and 53 minutes.</p> tag:econsultancy.com,2008:BlogPost/69437 2017-09-22T13:30:00+01:00 2017-09-22T13:30:00+01:00 What advertisers need to know about Safari's new anti-tracking feature Patricio Robles <p>Here's what advertisers need to know about the new feature and how it could affect their ability to target ads to consumers.</p> <h3>What is it?</h3> <p>As its name suggests, Intelligent Tracking Prevention is an anti-tracking feature that is designed to protect user privacy. Specifically, it “reduces cross-site tracking by further limiting cookies and other website data.”</p> <h3>How does it work?</h3> <p>Intelligent Tracking Prevention looks at the resources web pages load as well as how users interact with those pages. Interactions captured include taps, clicks, and text entries. </p> <p>The data Intelligent Tracking Prevention collects is put into buckets for each top-level domain (TLD) or TLD+1. It is then run through a machine learning model to determine whether the domain in question is capable of cross-site tracking. </p> <p>Apple WebKit engineer John Wilander <a href="https://webkit.org/blog/7675/intelligent-tracking-prevention/">explained</a>:</p> <blockquote> <p>Out of the various statistics collected, three vectors turned out to have strong signal for classification based on current tracking practices: subresource under number of unique domains, sub frame under number of unique domains, and number of unique domains redirected to. </p> </blockquote> <h3>What does it do?</h3> <p>Once Intelligent Tracking Prevention detects cross-site tracking, it takes action to either keep or purge first-party cookies and website data based on a number of factors.</p> <p>For example, for the TLD example.com, if a user has not interacted with the website for 30 days, Intelligent Tracking Prevention will purge its cookies and website data. On the other hand, if the user does interact with the example.com website, it will allow its cookies to be used in a third-party context for 24 hours.</p> <p><img src="https://assets.econsultancy.com/images/resized/0008/9080/webkit-blog-flyer.png" alt="" width="470" height="152"></p> <p>According to Wilander, “This means users only have long-term persistent cookies and website data from the sites they actually interact with and tracking data is removed proactively as they browse the web.”</p> <p>To ensure that users can stay logged into websites, partitioned cookie functionality has been added to WebKit. This allows for a website to keep its cookies beyond 24 hours for the purpose of keeping users signed in but not for cross-site tracking.</p> <h3>Why is the ad industry so upset?</h3> <p>The current version of Safari already blocks third-party cookies but as the ad industry sees it, the potential blocking of first-party cookies goes way too far.</p> <p>Six industry groups, including the Interactive Advertising Bureau, American Advertising Federation, the Association of National Advertisers, and the 4A's, penned <a href="http://www.adweek.com/digital/every-major-advertising-group-is-blasting-apple-for-blocking-cookies-in-the-safari-browser/">an open letter</a> to Apple “from the Digital Advertising Community.”</p> <p>In it, the groups argue that “Safari's new 'Intelligent Tracking Prevention' would change the rules by which cookies are set and recognized by browsers”, in turn disrupting the infrastructure of the digital economy. The letter explains that “Blocking cookies in this manner will drive a wedge between brands and their customers, and it will make advertising more generic and less timely and useful.”</p> <p>In practical terms, Intelligent Tracking Prevention will severely disrupt behavioral targeting and <a href="https://econsultancy.com/blog/64099-what-is-retargeting-and-why-do-you-need-it">retargeting</a>. While these forms of targeting are very popular with advertisers because of their efficacy, they are frequently the source of complaints from consumers and privacy advocates.</p> <h3>How has Apple responded?</h3> <p>Those user complaints seem to carry a lot of weight with Apple, which is refusing to give in to the ad industry's demands to rethink Intelligent Tracking Prevention.</p> <p>“Apple believes that people have a right to privacy – Safari was the first browser to block third-party cookies by default and Intelligent Tracking Prevention is a more advanced method for protecting user privacy,” the company stated. “The feature does not block ads or interfere with legitimate tracking on the sites that people actually click on and visit. Cookies for sites that you interact with function as designed, and ads placed by web publishers will appear normally.”</p> <h3>How is the ad industry likely to respond?</h3> <p>Of course, advertisers are unlikely to resign themselves to a new world in which cross-site tracking is difficult if not impossible in the most popular mobile browser.</p> <p>As privacy expert Alexander Hanff <a href="https://privacy-news.net/news_article/5936b50c178a907559b1e5f3">noted</a>, Intelligent Tracking Prevention can't thwart server-side tracking and now that Apple is taking aim at client-based cross-site tracking, “it is highly probable that Apple's new approach to tracking will only accelerate a move to these server side technologies from those who have yet to use them.”</p> <p>So even if Apple's move causes a lot of hand-waving, given the importance of cross-site tracking to the online advertising ecosystem, this almost certainly won't be the end of the story.</p> tag:econsultancy.com,2008:BlogPost/69438 2017-09-22T09:39:51+01:00 2017-09-22T09:39:51+01:00 Is Uber's lawsuit against an agency a harbinger of greater brand-agency discord? Patricio Robles <p>Procter &amp; Gamble <a href="https://econsultancy.com/blog/69309-how-much-waste-is-in-the-digital-ad-market">has already slashed $100m from its digital ad budget</a>, while JPMorgan Chase has cut the number of sites it advertises on from more than 400,000 to 5,000.</p> <p>But unhappy with the results of some of its spend, Uber isn't just slashing its budget or cutting campaigns. As <a href="https://www.bloomberg.com/news/articles/2017-09-18/uber-goes-on-rare-legal-offensive-suing-dentsu-unit-for-fraud">detailed by</a> Bloomberg, the ridesharing behemoth has filed a $40m lawsuit against one of its agencies alleging that it paid for "nonexistent, nonviewable, and/or fraudulent advertising."</p> <p>According to <a href="https://www.documentcloud.org/documents/4053888-Gov-Uscourts-Cand-317169-1-0.html">Uber's complaint</a>, it discovered that "mobile first" ad agency Fetch, which is owned by Japanese holding giant Dentsu, charged it "tens of millions of dollars" while knowingly purchasing bad ads. It also alleged that Fetch "allowed networks and publishers to steal credit for organic installs of the Uber App, and Uber App installs that were attributable to other sources."</p> <p>Uber says it discovered this fraud when it received reports of its ads appearing on a conservative political website that it had previously told Fetch to blacklist: </p> <blockquote> <p>Uber's investigation into that particular issue suggested deceptive naming was to blame. Specifically, the public-reported name of the websites and mobile applications where Uber advertisements supposedly appeared did not match the actual URL accessed. For example, one publisher retained by Fetch reported clicks on Uber ads as coming from placements such as "Magic_Puzzles" and "Snooker_Champion." In fact, those clicks actually originated from advertisements on Breitbart.com, despite the fact that Uber had instructed that no ads be placed with that website.</p> </blockquote> <p>Not surprisingly, Fetch is denying Uber's allegations. James Connelly, Fetch's CEO, says he was "shocked" at Uber's claims, which he calls "unsubstantiated" and suggests are designed to "draw attention away from Uber's unprofessional behavior and failure to pay suppliers."</p> <h3>The blame game</h3> <p>As Uber sees it, it hired Fetch for its expertise and part of Fetch's job was to deal with <a href="https://econsultancy.com/blog/67659-three-things-that-show-the-scale-of-the-ad-fraud-challenge">ad fraud</a>. "Regardless of whether Fetch purchased mobile inventory on an agent-principal or principal transaction basis, Fetch was responsible for the day-to-day oversight of [ad] networks and vetting of publishers for quality and fraud preventing, concordant with the...duties of a reasonably prudent mobile advertising agency," Uber's lawsuit states.</p> <p>Fetch, of course, says that it, like just about every legitimate player in the ad industry, is <a href="https://econsultancy.com/blog/67660-what-can-prevent-ad-fraud-we-ask-an-ad-tech-ceo">trying to deal with ad fraud</a> and "minimize its impact." As Fetch's Connelly sees it, Uber is "[using] an industry-wide issue as a means of avoiding its contractual obligations."</p> <p>Ultimately, the two companies will either settle their dispute or let the legal system determine the facts and decide which party is in the right.</p> <p>In the meantime, the lawsuit, which is notable because Uber is targeting its agency and not the actual media sellers from which the allegedly fraudulent ads came, highlights just how significant the costs of ad fraud can be and just how difficult it is for brands and their agencies to deal with it.</p> <p>It also raises a number of interesting questions. As more brands scrutinize their ad buys, sometimes through formal audits, they will inevitably uncover evidence of fraud. Will this lead to more lawsuits against agencies? In an effort to up control and oversight, will more brands opt to build in-house agencies or split the difference with <a href="https://econsultancy.com/blog/69148-in-house-agency-versus-on-site-agency-weighing-the-pros-and-cons">on-site agencies</a>?</p> <p>Time will tell, but it's clear that agencies, <a href="https://econsultancy.com/blog/69357-what-s-next-for-the-agency-model">already under pressure</a>, have yet another thing to worry about.</p> tag:econsultancy.com,2008:BlogPost/69385 2017-09-18T10:00:00+01:00 2017-09-18T10:00:00+01:00 Ask the experts: Mobile SEO trends, challenges & strategy Ben Davis <ol> <li> <a href="#First%20of%20all,%20is%20it%20worth%20making%20the%20distinction%20between%20mobile%20and%20desktop?">First of all, is it worth making the distinction between mobile and desktop?</a> </li> <li><a href="#What%20are%20the%20biggest%20mistakes%20when%20it%20comes%20to%20mobile%20SEO?">What are the biggest mistakes when it comes to mobile SEO?</a></li> <li><a href="#With%20a%20mobile%20first%20index%20on%20the%20horizon,%20what%20sort%20of%20content/UX%20features%20should%20we%20prioritise?">With a mobile first index on the horizon, what sort of content/UX features should we prioritise?</a></li> <li><a href="#Much%20has%20been%20written%20about%20optimising%20for%20voice%20-%20is%20this%20hype%20or%20reality?">Much has been written about optimising for voice - is this hype or reality?</a></li> <li><a href="#Is%20there%20a%20consensus%20on%20Google%20AMP%20or%20progressive%20web%20apps%20yet?">Is there a consensus on Google AMP or progressive web apps yet?</a></li> <li><a href="#If%20you%20had%20to%20sum%20up%20a%20good%20mobile%20SEO%20strategy%20in%20one%20short%20sentence?">If you had to sum up a good mobile SEO strategy in one short sentence?</a></li> </ol> <p>Further guidance can be found in our <a href="https://econsultancy.com/reports/seo-best-practice-guide">SEO Best Practice Guide</a>, and if you have any topics you would like us to cover in these 'ask the experts' articles, let us know in the comments below.</p> <p><img src="https://assets.econsultancy.com/images/resized/0008/8623/app-blog-flyer.jpg" alt="mobile" width="470" height="329"></p> <h3>1. <a name="First%20of%20all,%20is%20it%20worth%20making%20the%20distinction%20between%20mobile%20and%20desktop?"></a>Is it worth making the distinction between mobile and desktop?</h3> <h4> <a href="https://www.linkedin.com/in/andrewgirdwood/">Andrew Girdwood</a>, Head of Media Technology, Signal: </h4> <p>Yes! If you’re not making the distinction you clearly have SEO in a silo and are not coordinating with the likes of PPC or UX. SEO should not just be about getting traffic to the site - it should be about qualified traffic and what the customer does and so having a strategy which excels across devices is essential. </p> <h4> <a href="https://www.linkedin.com/in/nicholastott/">Nichola Stott</a>, MD, The Media Flow:</h4> <p>Absolutely, as there are differences in what you need to achieve to drive optimal improvements per device. To split out how you focus your efforts and emphasis it can be worth setting routine activities as well as strategic quarterly pieces (such as mobile performance audits, or app indexing maintenance) with a mobile only focus.</p> <p>That said, there are many performance areas that are device agnostic to some extent. For example <a href="https://econsultancy.com/blog/68441-site-speed-for-seo-why-it-s-about-more-than-just-loading-times/">improving site speed</a> will benefit any user regardless of device though we know that poor performance here hurts mobile users most.</p> <h4> <a href="https://www.linkedin.com/in/josecapelo/">Jose Capelo</a>, Sr Account Manager, Caliberi:</h4> <p>For any successful SEO strategy in 2017 and beyond, the most vital element to consider is search intent. By making the distinction between mobile and desktop, brands acknowledge that search intent is different across different devices and they are ready to understand the opportunities and threats affecting them. </p> <p>From a SEO point of view, while there are some common characteristics to both when it comes to building authority and relevancy, such as content, a relevant backlink footprint, and schema mark-up, there are areas that are more relevant to mobile, for example voice search, local listings and <a href="https://econsultancy.com/blog/68490-google-s-accelerated-mobile-pages-12-pros-and-cons/">AMP pages</a>. </p> <h4> <a href="https://twitter.com/Adoubleagent">Adam Gent</a>, Sr SEO Strategist, Branded3:</h4> <p>Absolutely! It is now critical that businesses make the distinction between mobile and desktop devices. At the time of writing these mobile searches make up over 60% of all searches globally in Google. This worldwide change in how people use mobile devices to search has caused Google to rethink how they rank websites in Google Search.</p> <p>At the moment all mobile search results are based on desktop content, which is obviously not great if websites have a poor mobile site. To align search results with user expectations the engineers at Google announced at the end of 2016 that they will be <a href="https://econsultancy.com/blog/68425-google-to-create-separate-mobile-index-what-you-need-to-know/">switching to a mobile-first index</a> which will cause ranking signals to move from desktop content to mobile content.</p> <p>If a business does not have a mobile-friendly website then this will impact on their SEO performance on Google when the mobile-first index rolls out.</p> <p><img src="https://assets.econsultancy.com/images/0007/2290/IMG_2621.PNG" alt="google amp" width="250"></p> <p><em>Google AMP</em></p> <h3>2. <a name="What%20are%20the%20biggest%20mistakes%20when%20it%20comes%20to%20mobile%20SEO?"></a>What are the biggest mistakes when it comes to mobile SEO?</h3> <h4>Nichola Stott:</h4> <p>One of the worst mistakes is to have a separate URL intended for mobile device users (such as m.domain.com) and neglect to use any form of device detection or URL canonisation. I’ve seen some really significant brands make this mistake which leads to URL duplication in the SERPS, splitting users, performance data, equity and polluting the site potential in so many ways.</p> <p>The second biggest mistake that we can all make, is never using your phone at work. Most of our working toolkit is desktop-optimised and for most projects it is quickest and easiest to work on at least two desktop screens as opposed to a mobile phone. So this often means that we’re relying purely on quantitative data to “work” on mobile performance. There’s so many insights to be gained by working (or trying to) work on your phone. I don’t mean toggling the device in Chrome Developer Tools, but using multiple phones models to replicate checks and create user-centric observations.  </p> <h4>Andrew Girdwood:</h4> <p>Most SEOs know that speed is important and they know enough to use Google’s various speed-tester tools. Too often, though, those tester tool results lead to <a href="https://econsultancy.com/blog/68738-what-is-technical-seo-and-why-is-it-important/">technical SEO</a> recommendations that will cost brands a truck load of money in development costs but not actually provide a speed boost.</p> <p>While the best design and build agencies are thinking mobile first too many SEOs are still in the desktop frame of mind when it comes to linkbait. If your linkbait strategy involves whisking up a groundswell of interest in some content then you need to think mobile first.</p> <h4>Jose Capelo:</h4> <p>One of the biggest oversights by brands is to treat mobile as an extension of desktop. </p> <p>The biggest mistakes are generally not related to the technical side of SEO (except for page speed), but more often down to the design and the visualisation of content. These mistakes - such as illegible fonts, not enough spacing, popup ads and slow page speed - have a detrimental impact on user experience directly impacting rankings and organic growth.</p> <p><img src="https://assets.econsultancy.com/images/0008/8740/Screen_Shot_2017-09-05_at_12.13.17.png" alt="mobile friendly test" width="615" height="301"></p> <p><em>Google's Mobile Friendly Test</em></p> <h3>3. <a name="With%20a%20mobile%20first%20index%20on%20the%20horizon,%20what%20sort%20of%20content/UX%20features%20should%20we%20prioritise?"></a>With a mobile first index on the horizon, what sort of content/UX features should we prioritise?</h3> <h4>Andrew Girdwood:</h4> <p>Good UX teams are generally well placed to crack the navigation challenge. Don’t get me wrong – navigation and architecture for mobile can be awkward but based on my experience few UX experts are at a loss of ideas what to do about it.</p> <p>I think brands will be well advised to think again about their content strategy. How many versions of their content do they want? One for desktop, mobile, AMP and other devices? Or is that too much? Is now the time to thinking about a headless CMS or is it too soon for the company? I certainly encourage brands to think about content as a layer.</p> <h4>Nichola Stott:</h4> <p>I recently spoke about at The Inbounder on the audit areas we’re working through with clients in anticipation of the mobile first index change, and the presentation is <a href="https://www.slideshare.net/WeAreMarketing/nine-things-were-checking-for-a-mobile-first-index-by-nichola-stott-in-the-inbounder-london">available on Slideshare</a>. But to summarise, the key focus should be: speed, UX, (navigation as well as answering the primary visit motive “above-the-fold”), Schema or similar structured data mark-up and optimal data collection without increasing latency.</p> <h4>Adam Gent:</h4> <p>...the biggest changes a webmaster should be prioritising are to make navigating around the website and scrolling through content as easy as possible on mobile devices. Both Gary Illyes and John Mueller have both <a href="https://www.seroundtable.com/google-content-tabs-hidden-change-22950.html">confirmed</a> that hidden content will be fully weighted for ranking purposes, so webmasters should begin to think about testing hidden content on mobile devices and review the mobile user engagement metrics to see if it improves the user's site experience.</p> <h4>Jose Capelo:</h4> <p>In a world of mobile first indexing, your priority needs to be mobile optimised design, user experience, and content.</p> <p>...[As regards usability] there are a variety of techniques that come into play, such as using sticky navigation to help users with visual clues of the journey, optimising design layouts for touch screens, or the use of HTML 5 (stay away from flash!).</p> <p><img src="https://assets.econsultancy.com/images/0008/8739/n_stott.jpg" alt="" width="615" height="333"></p> <p><em>A slide from Nichola Stott's Inbounder presentation on preparing for a mobile-first index</em></p> <h3>4. <a name="Much%20has%20been%20written%20about%20optimising%20for%20voice%20-%20is%20this%20hype%20or%20reality?"></a>Much has been written about optimising for voice - is this hype or reality?</h3> <h4>Nichola Stott:</h4> <p>Reality for sure. We’re working with brands that have huge year-on-year growth in term composition of “near me” and “show me” keywords in the mix. Interesting too that one of our clients has a large appeal to toddlers and they’ve seen the biggest growth so anecdotally, too, we’d say that the emerging device using generations use this search tactic intuitively.</p> <p>Much as today’s 10-year-olds would ‘swipe’ the TV when they started toddling I think we’ve got a generation of little ones that will stare at us accusingly if the car fails to start with a voice prompt.</p> <p>Structured data and a less is more approach to page-by-page content is key to success in voice. So not so much a reduction in the number of pages on your site, but a reduction in the points addressed per page. Making pages more specific and punchier. Get to the point above-the-fold or in a single swipe down.</p> <h4>Andrew Girdwood:</h4> <p>Both. Can I say both? I’m going to say both. The reality is we are rushing into a multi-device and multi-interaction era. I’m surprised at how often I use my Alexa and her voice controls. Brands with content there, for me, are stealing a march on competitors.</p> <p>It’s also hype, though, as we don’t yet know exactly what the future will look like. It might be that we do not see much growth in smartphone voice searches in the next few years. It may be smart-TVs that get their first.</p> <p>One of the reasons I encourage brands to think about their content as a layer is that it helps build the basis of portable content. If you’re doing that right then it gets easier to swiftly pivot your plans in the direction of reality.</p> <h4>Jose Capelo:</h4> <p>Mobile, local search and voice are inextricably linked and as the trend grows towards more specific local searches voice search will grow exponentially over the next few years. </p> <p>Something that digital marketers have to realise is that when the user activates voice search, the only answer is the one that search engines consider the best answer. Therefore, the winner takes all and there is no share of the cake for everyone else!</p> <h4> <a href="https://www.linkedin.com/in/jonathan-verrall-62787230/">Jonathan Verrall</a>, Associate SEO Director, Jellyfish:</h4> <p>As of May 2016, over 20% of searches on the Google app were from voice. Voice assistants for phones, homes, watches and cars will become more prevalent and a more natural experience for people. If anything, it’s the bigger step towards Hyper-Reality.</p> <h4>Mike Jeffs, Commercial Director, Branded3:</h4> <p>Both! The reality is that there are things you can do now to optimise your site for voice searches. However, voice optimisation is probably more hype than mainstream currently (I’m no exception to adding to the noise of voice search). I think it will [become commonplace] – others disagree.</p> <p>The deciding thing for me will be device/technology adoption. 20% of searches are voice searches according to Google. Word error rate in voice searches has halved in the last year to around 4%. Perhaps most importantly voice devices are growing at the same rate as the first iPhone. Brands should be thinking; “is my site/content accessible via voice devices?” in the same way that historically they’ve been asking “is my site accessible to search engines? Is it accessible to mobile devices?” As with all new tech, early adopters will steal a march on competitors.</p> <p><img src="https://assets.econsultancy.com/images/0008/2430/Mobile_marketing.JPG" alt="voice search" width="615"></p> <h3>5. <a name="Is%20there%20a%20consensus%20on%20Google%20AMP%20or%20progressive%20web%20apps%20yet?"></a>Is there a consensus on Google AMP or progressive web apps yet?</h3> <h4>Adam Gent:</h4> <p>Whether you like them or not <a href="https://econsultancy.com/blog/68490-google-s-accelerated-mobile-pages-12-pros-and-cons/">Accelerated Mobile Pages (AMP)</a> are becoming widely used across the digital landscape. In the news media industry, it is imperative for webmasters to use AMP to keep up with competition on mobile devices, as the AMP carousel jumps ahead of all organic results in Google mobile search.</p> <p>A lot of businesses are beginning to test AMP to bypass difficulties in implementing site speed changes to their technical stack and are beginning to see positive results. However, make no mistake, AMP is very much a framework for Google to deliver ads to its audience quicker. It’s up to business owners whether they want to invest in improving their own website’s speed to improve their overall mobile experience or invest in building pages which provide speed improvements just for Google’s mobile search results.</p> <p><a href="https://www.econsultancy.com/blog/68601-what-are-progressive-web-apps-pwas">Progressive Web Apps</a> (PWAs) will change the way we interact with the web on our mobile phone. With the ability for users to use a PWA offline and the fact that they load super-fast means that these hybrid apps can provide a way for webmasters and business owners to create a frictionless mobile experience. Even when customers are on the go.</p> <p>Some great examples of PWAs in action are Twitter’s mobile website and Washington Posts PWA. Progressive Web Apps (PWAs) are a technology which all business owners should be thinking about and explore.</p> <h4>Andrew Girdwood:</h4> <p>I think there’s consensus. There are some verticals where AMP is an absolute boon. That’s not mutually exclusive with progressive web apps, though. You can have both.</p> <p>I doubt there’s a one-size fits all approach yet. Brands building media technology today (you know; sites, apps and other digital assets) should be thinking about this long and hard before a line of code is written.</p> <h4>Jose Capelo:</h4> <p>The consensus lies in that if your website gets more traffic from mobile devices or you have an HTTPS website, you can never do away with AMP and PWA. If your website is mainly content based then AMP will be perfect for you, but an ecommerce website can never ignore PWA.</p> <p>The general agreement is towards using them in conjunction to deliver fast initial loading and reliable second-visit performance, as well as advanced features like offline reading and richer UI treatment.</p> <h4>Jonathan Verrall:</h4> <p>There are various case studies demonstrating AMP’s improvement to click-through rates, conversion rates and revenue.</p> <p>Progressive web apps are worth exploring if you have the resource to; this will likely continue to grow into firstly being used as an alternative or gateway to downloading native mobile apps.</p> <p>PWAs and Google AMP serve two different purposes. Progressive web apps add greater interactivity to your website and prompt further engagement through the use of service workers which allow businesses to serve push notifications to users who have downloaded your app. </p> <p>Additionally, PWAs allow sections of your website to be used offline too. The major benefit of PWAs is that they do not restrict functionality, which is a fundamental drawback with AMPs.</p> <p>Use PWAs if:</p> <ul> <li>your website is dependent on custom JavaScript frameworks to operate.</li> <li>your website incorporates complex design elements that you wish to retain.</li> <li>your website’s content is constantly being updated and adds value to the user at every update.</li> <li>there is functionality within the application that can be used even though the user may be offline. </li> </ul> <p>Use AMP if:</p> <ul> <li>you are a news publisher that can greatly benefit from being positioned within Google’s news carousel.</li> <li>you are struggling to reduce page load speeds through speed optimisation.</li> <li>you are using static landing pages to promote a service or product.</li> </ul> <p>For those who want the best of both worlds, some webmasters have been toying with the idea of using both AMPs and PWAs in unison to create a user-friendly journey throughout the website that’s then geared for retention.</p> <p><img src="https://assets.econsultancy.com/images/0008/2090/pwa.png" alt="pwa" width="250"></p> <p><em>PWA, Air Berlin</em></p> <h3>6. <a name="If%20you%20had%20to%20sum%20up%20a%20good%20mobile%20SEO%20strategy%20in%20one%20short%20sentence?"></a>If you had to sum up a good mobile SEO strategy in one short sentence?</h3> <p><strong>Nichola Stott:</strong> Speed is money.</p> <p><strong>Andrew Girdwood:</strong> Good mobile SEO begins when you first start to write your user stories and then it never finishes.</p> <p><strong>Jose Capelo:</strong> Make your content easy to digest, quick to load, and delightful to read, watch or listen to.</p> <p><strong>Adam Gent:</strong> Get ready for the mobile-first index and think about the needs of your mobile users...</p> <p><strong>Jonathan Verrall:</strong> Build upwards using ‘mobile first’ methodology and assess how users engage with your content...</p> tag:econsultancy.com,2008:BlogPost/69403 2017-09-13T15:09:00+01:00 2017-09-13T15:09:00+01:00 Four ways travel brands can improve the customer experience Nikki Gilliland <p>I recently attended an event held by the DMA, where the topic of the day was how to increase levels of engagement and loyalty in the travel industry. Drawing on DMA’s research, here’s a summary of some key points to consider.</p> <h3>The gap between expectation and delivery</h3> <p>The <a href="https://dma.org.uk/research/customer-engagement-focus-on-travel" target="_blank">DMA’s new report</a> is based on a survey of over 2,000 UK consumers, with questions relating to the categories of travel accommodation, airlines, and price comparison sites.</p> <p>The first major finding cited by the event’s chairman, Scott Logie, was that consumers are more demanding. This is hardly surprising (and certainly not specific to travel), but he went on to suggest that there is still a huge gap between customer expectation and delivery.</p> <p>Essentially, travel brands are meeting customer demands to an extent, but with expectations of service and value rising so rapidly – it is difficult to keep up. Scott used the ‘razor blade’ metaphor to explain this, highlighting how consumers don’t necessarily need or expect multiple blades on a razor, but once one brand adds another, the only option for competitors is to beat it.</p> <p>That being said, the DMA found that functional features are the most important to consumers when choosing travel brands – 59% want value for money, 58% want convenience, and 58% want good customer service.</p> <p>Ultimately, this shows that operating honestly is a default expectation for consumers, not something they view as a selling point.</p> <p><img src="https://assets.econsultancy.com/images/0008/8789/Chart_9.JPG" alt="" width="680" height="546"></p> <h3>Brands offering greater value </h3> <p>So, which travel brands are delivering value? Here are a few examples of customer-centric brands and how they’re engaging consumers.</p> <p>US hotel chain Aloft has launched the world’s first emoji-powered room service. Called TiGi (which stands for ‘text it, get it’), it allows guests to choose between six packages, including ones specifically designed for a hangover or a day of sightseeing. Taking service to another level, it’s a good example of a brand meeting customer needs in a seamless and personalised way.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Lazy to call? Just text us with emojis from our special <a href="https://twitter.com/hashtag/AloftTiGi?src=hash">#AloftTiGi</a> menu. It's our pleasure to serve you :) <a href="https://t.co/5BneeLKP68">pic.twitter.com/5BneeLKP68</a></p> — Aloft Bangkok (@AloftBangkok) <a href="https://twitter.com/AloftBangkok/status/749482814312153089">July 3, 2016</a> </blockquote> <p>SeatFrog aims to increase visibility around the upgrade process, allowing customers to bid in an auction for a seat upgrade.</p> <p>As well as using technology to enhance the travel experience, it also takes away the sometimes random nature of the airline experience. </p> <p><img src="https://assets.econsultancy.com/images/0008/8790/seatfrog.JPG" alt="" width="680" height="397"></p> <p>Another brand to use transparency is Delta, which was the first airline to visibly map out luggage journeys. The Fly Delta mobile app now allows travellers to see their bag’s last scanned location, helping to dispel a common source of travel stress – the dreaded lost luggage.</p> <p><img src="https://assets.econsultancy.com/images/0008/8784/Delta.JPG" alt="" width="265" height="477"></p> <p>These examples show how brands can make the shift from meeting purely functional needs to creating long-lasting and deeper relationships with consumers. </p> <p>Of course, there is still a long way to go, with one of the biggest barriers to achieving this being trust. Scott suggested that highly transactional, tech-driven services can take away much-need warmth from travel brands. The DMA's research mirrors this, with around 50% of consumers saying they have some level of trust in brands. However, this falls to just 12% of people who say they trust a brand ‘very much’.</p> <h3>Brands driving loyalty</h3> <p>53% of consumers said that good service would keep them loyal to a hotel brand, even if they could get a cheaper deal elsewhere. Meanwhile, 40% said good deals and 39% said a rewards scheme would result in greater loyalty.</p> <p><img src="https://assets.econsultancy.com/images/0008/8788/chart_10.JPG" alt="" width="680" height="512"></p> <p>This shows that long-term loyalty is possible for travel brands, but the key to achieving it is delivering a service that takes into account the individual’s needs. So while personalisation is somewhat of a buzzword at the moment, it’s certainly something that consumers value.</p> <p>This is reflected in the reasons certain brands are favoured by consumers. The second-most favourite, <a href="https://econsultancy.com/blog/68505-a-closer-look-at-booking-com-s-customer-focused-strategy/" target="_blank">Booking.com</a>, was chosen because of its ability to personalise and tailor offers based on previous behaviour. Similarly, the biggest factor cited for British Airways was its superior rewards scheme.</p> <p>Outside of these, there are a few standout examples of brands succeeding when it comes to loyalty.</p> <p>Hilton and its Hilton Honours Program is particularly good, mainly because it allows consumers to make use of points in situations unrelated to the brand. Members can use them in restaurants and in shops, and even pool points to share with family and friends.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Thank you <a href="https://twitter.com/HiltonHotels">@HiltonHotels</a> for the care package to recognize Lifetime Diamond status. Loyalty pays off and I appreciate it!! <a href="https://twitter.com/hashtag/Hilton?src=hash">#Hilton</a> <a href="https://t.co/G5vCgh5apq">pic.twitter.com/G5vCgh5apq</a></p> — Jason Robertson (@robertson_jr3) <a href="https://twitter.com/robertson_jr3/status/887280659030519808">July 18, 2017</a> </blockquote> <p>Marriott is another hotel chain that is similarly innovative, this time using a beacon-driven loyalty scheme to allow people to earn rewards based on where they are. </p> <h3>New channels and technologies</h3> <p>Another way for travel brands to increase customer engagement is by meeting real-time demands based on various points in the customer’s journey.</p> <p>When it comes to the inspiration stage, where travellers are researching where to go and what to see, <a href="https://econsultancy.com/blog/66614-will-virtual-reality-revolutionise-the-travel-industry/" target="_blank">virtual reality</a> offers huge potential. The DMA found that 50% of consumers are interested in using a VR headset to see what a destination might look like in advance. Unsurprisingly, interest in VR is even higher among younger consumers. </p> <p><img src="https://assets.econsultancy.com/images/0008/8786/VR.JPG" alt="" width="680" height="518"></p> <p>Moving on to the booking process, and this is where <a href="https://www.econsultancy.com/blog/68046-five-pioneering-examples-of-how-brands-are-using-chatbots">chatbots</a> can help make the experience much more seamless. 52% of consumers say they’d use a <a href="https://www.econsultancy.com/blog/68046-five-pioneering-examples-of-how-brands-are-using-chatbots" target="_blank">chatbot</a> to ask flight-related queries, while 38% say they’d be open to booking flights via a chatbot. This shows the demand for services that can be accessed in a native social environment, where consumers are already spending much of their time.</p> <p>The travel-phase is where data-sharing comes into play once again. However, this is an area which still poses a big barrier for brands. While 51% of consumers say they’d be happy to share their data in exchange for alerts, this is only once they realise what they'll get in return.</p> <p>In his summary of the research, Scott emphasised the importance of showing consumers the value of data-sharing. This is because while the appetite for personalisation is certainly there, concerns about privacy and misuse of data can often outweigh desire.  </p> <p>Finally, augmented reality presents a big opportunity for brands during the holiday phase. 45% of consumers say they’d be interested in using AR to find out informative facts about sites of interest.</p> <p>Carnival Cruises is already using this type of in-the-moment personalisation. Its cruise wristbands send tailored offers and recommendations to guests both on-board and off, based on where they are and what they’re interacting with during their trip.</p> <p><img src="https://assets.econsultancy.com/images/0008/8787/Carnival_Cruise_Line.JPG" alt="" width="548" height="308"></p> <h3>Key takeaways</h3> <p>So, let’s sum up some key takeaways.</p> <ol> <li>Consumers prioritise pragmatic needs, such as honesty, authenticity, value, and good service. Brands that do not meet these expectations (or view them as standard) run the risk of losing trust.</li> <li>Customer-centric brands create deeper relationships. Offering something of value (on top of the expected) can be the key to generating longer-term loyalty. </li> <li>Transparency is key when it comes to data-sharing. Personalisation can help to improve the customer experience, so it is important to communicate this value-exchange clearly with consumers.</li> <li>In-the-moment technology can take brands to the next level. VR, AR, and chatbots can enhance and improve the travel journey, engaging consumers when it matters most.   </li> </ol> <p><strong><em>Related reading:</em></strong></p> <ul> <li><em><a href="https://econsultancy.com/blog/69207-how-six-travel-hospitality-brands-use-personalisation-to-enhance-the-customer-experience">How six travel &amp; hospitality brands use personalisation to enhance the customer experience</a></em></li> <li><em><a href="https://www.econsultancy.com/blog/69127-how-hotels-are-upping-the-fight-against-online-travel-agencies">How hotels are upping the fight against online travel agencies</a></em></li> <li><em><a href="https://econsultancy.com/blog/67658-how-hotels-can-personalize-the-customer-experience-to-compete-with-airbnb">How hotels can personalize the customer experience to compete with Airbnb</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/69412 2017-09-11T11:25:00+01:00 2017-09-11T11:25:00+01:00 Six charities with excellent online donation user journeys Nikki Gilliland <p>It’s hard enough for charities to convince consumers to want to donate in the first place, never mind guiding them through the process – so which charities do it best? Here’s just six examples and the reasons why they’re so effective.</p> <h3>Charity: Water</h3> <p>Charity: Water’s website is one of my favourites in terms of design, using eye-catching imagery and informative content to nudge donations. It also makes giving very easy, letting users know that there are a variety of ways to get involved.</p> <p>Its donate button is easy to spot, including a nifty drop-down menu that instantly tells users there’s more than one option. </p> <p><img src="https://assets.econsultancy.com/images/0008/8840/charity_water.JPG" alt="" width="780" height="494"></p> <p>The main reason I like it is that it offers choice – and not just in terms of how often or how much to donate. It uses a fun and enthusiastic <a href="https://econsultancy.com/blog/67941-10-nudge-tastic-examples-of-persuasive-copywriting-from-charities/" target="_blank">tone of voice to encourage</a> people to fundraise in a variety of ways. </p> <p>In fact, it lets users decide, allowing them to set up a bespoke campaign page detailing exactly how. Charity:Water also makes it as easy as possible for people who don’t have the time or inclination to fundraise, giving them a ready-made campaign page that lets people ask for donations in place of birthday gifts.</p> <p><img src="https://assets.econsultancy.com/images/0008/8841/charity_water_2.JPG" alt="" width="700" height="551"></p> <h3>American Heart Association</h3> <p>According to a survey, <a href="https://www.blackbaud.com/files/support/helpfiles/bestpractices/donationforms/donationform.htm" target="_blank">65% of organisations</a> require online donors to click three or more times to make a donation. This undoubtedly results in an increase of people abandoning their journey. </p> <p>The American Heart Association’s donation page is a great example of how to counteract this. It uses a one-page form to simplify the donation process. What’s more, it automatically fills in elements of the page, pre-setting suggested amounts to reduce form filling.</p> <p><img src="https://assets.econsultancy.com/images/0008/8842/AHA.JPG" alt="" width="760" height="661"></p> <p>Research also shows that suggesting gift amounts leads to bigger donations. This is perhaps because people might use the suggested amount as a minimum, whereas they might select a lower amount if left to their own devices.</p> <p>Finally, American Heart Association has an integrated Amazon Pay feature to let users pay in a single click if they are logged in their account, making donating as quick and easy as <a href="https://www.econsultancy.com/blog/66534-three-lessons-all-retailers-can-learn-from-amazon" target="_blank">buying something on Amazon</a>.</p> <h3>Cancer Research UK</h3> <p>According to PSA’s annual report, text donations fell by 7m last year. However, it’s been suggested that this was due to a reduction in marketing spend, with PSA also predicting that it will rise again in 2017.</p> <p><a href="https://econsultancy.com/blog/69132-how-cancer-research-is-using-smart-technology-to-drive-fundraising" target="_blank">Cancer Research UK</a> heavily promotes text donations, allowing users to give £3 by texting a code. While the website itself does not overtly promote the feature (you need to click through to ‘other ways to donate’ to find it) – it is very clearly explained here.</p> <p><img src="https://assets.econsultancy.com/images/0008/8843/cancer_research_uk.JPG" alt="" width="760" height="487"></p> <p>Text donation is certainly one of the most user-friendly options, with charities able to capitalise on user’s spontaneity and in-the-moment urge to give. </p> <p>Cancer Research UK’s easy UX is also continued onto its mobile site. It has recently integrated Apple Pay, meaning users can give money in just two steps. </p> <p><img src="https://assets.econsultancy.com/images/0008/8844/IMG_1677.PNG" alt="" width="400" height="711"></p> <h3>Macmillan </h3> <p>Another cancer charity with a great mobile user journey is Macmillan. On its website, the donation process is a little bit lengthy – the three-step process feels like harder work than others I’ve mentioned.</p> <p>However, its mobile site is a different story. After clicking ‘donate’ on the homepage, you are taken you to a page with three ways to give money – either by credit card, PayPal or text. </p> <p><img src="https://assets.econsultancy.com/images/0008/8846/IMG_1678.PNG" alt="" width="400" height="711"></p> <p>The text feature is particularly cool. By tapping the screen, users are immediately taken to a draft text message where the number is already pre-filled. Again, while text donations are one of the easiest ways to donate, this ensures that all friction is removed, as the user does not even have to enter in the phone number.</p> <p><img src="https://assets.econsultancy.com/images/0008/8847/IMG_1679.PNG" alt="" width="400" height="711"></p> <h3>Red Nose Day</h3> <p>Red Nose Day is an annual event where people up and down the country hold events and activities to raise money for charity. But how exactly does the charity collect all the cash?</p> <p>Its website allows fundraisers to pay in their money online. The process is pretty quick and easy, taking users through a straightforward payment process – similar to that of any slick ecommerce site.</p> <p>Meanwhile, the charity also allows people to donate all year round, prompting them to do so throughout its site. Here, I particularly like how suggested donations correspond to what they can achieve. This encourages consumers to take action, also acting as proof that the money is put to good use.</p> <p><img src="https://assets.econsultancy.com/images/0008/8848/Red_nose_day.JPG" alt="" width="780" height="478"></p> <p>On to donating, and Red Nose Day offers one of the best experiences. A one-page, responsive form – it enables users to quickly complete the process without any real hassle. It also clearly and concisely explains its Gift Aid option – one element which perhaps might confuse people.</p> <p>While most websites promote Gift Aid as a tiny tick-box, this approach is great way to promote transparency and ensure understanding.</p> <p><img src="https://assets.econsultancy.com/images/0008/8849/GiftAid.JPG" alt="" width="780" height="550"></p> <h3>Alzheimer’s Society</h3> <p>Finally, the Alzheimer’s Society taps into emotive elements to help drive consumers through the donating process, by asking whether or not people would like to donate in memory of someone.</p> <p>This adds an element of personalisation to the often one-sided experience of giving to charity, with Alzheimer’s Society making the process more meaningful.</p> <p><img src="https://assets.econsultancy.com/images/0008/8851/Alzheimers_2.JPG" alt="" width="600" height="594"></p> <p>It also separates the user journey into single or monthly donations, which is effective for avoiding any confusion or anxiety about recurring payments. The various payment provider logos also help to instil trust and reassurance in consumers.</p> <p><img src="https://assets.econsultancy.com/images/0008/8850/Alzheimers.JPG" alt="" width="780" height="377"></p> <h3>Key points:</h3> <p>So, what can we learn from the aforementioned examples? Here are a few takeaways.</p> <p><strong>1. Provide options</strong>. Giving consumers multiple ways to raise money helps to spur on action and involvement. A ready-made form like Charity:Water’s ‘birthday pledge’ makes it as easy as possible.</p> <p><strong>2. Reduce steps</strong>. It’s important to make the donating process as simple as possible, ensuring it takes just a few clicks. Similarly, pre-filling forms is a great way to streamline the process.</p> <p><strong>3. Think mobile</strong>. A mobile optimised site should be standard, but extra features like ‘tap to text’, Apple Pay, and a native form can massively enhance the user experience.</p> <p><strong>4. Add personalisation</strong>. Giving consumers the option to donate in memory of someone helps to prompt donations, but more than this, it also helps to create a meaningful connection between the charity and consumers. </p> <p><strong><em>Related reading:</em></strong></p> <ul> <li><em><a href="https://econsultancy.com/blog/69391-how-five-charities-convey-purpose-through-tone-of-voice">How five charities convey purpose through tone of voice</a></em></li> <li><em><a href="https://econsultancy.com/blog/68014-how-charities-can-win-at-the-zero-moment-of-truth/">How charities can win at the Zero Moment of Truth</a></em></li> <li><em><a href="https://econsultancy.com/blog/67451-the-smartest-experiential-charity-marketing-campaign-you-ll-see-this-year/">The smartest experiential &amp; charity marketing campaign you'll see this year</a></em></li> </ul> tag:econsultancy.com,2008:TrainingDate/3246 2017-09-08T11:02:07+01:00 2017-09-08T11:02:07+01:00 Mini Masters in Digital Marketing Online <p>If you want to accelerate your career to take a leadership role as a professional digital marketer then the Econsultancy Mini Masters in Digital Marketing is the course that will give you the practical and strategic skills to step up.</p> <p style="background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;">Econsultancy’s Mini Masters is taught online with intensive, challenging, interactive modules taught by the very best in the business. Formalise your existing skills, and come away with the confidence that you really know your stuff – and how to prove it at the highest level. </p> <p style="background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><strong>Book your place now! Next course dates are in April and October 2018.</strong></p> tag:econsultancy.com,2008:Report/4581 2017-09-05T10:33:00+01:00 2017-09-05T10:33:00+01:00 Adidas: New rules of social engagement <p><em>Adidas: New rules of social engagement</em> is part of a series of brand strategy briefings examining the marketing strategies and tactics of the most popular and searched-for brands. As part of this series, Econsultancy curates a selection of brand case studies and stories to help you improve your modern marketing efforts.</p> <p>Adidas understands the need for existing and new customers to have <strong>meaningful experiences</strong>, whether they are coming to the brand from a fashion perspective or with a more serious interest in health and fitness. To engage these different types of <strong>digitally agile customers</strong>, adidas crafts <strong>social campaigns both across visible platforms and dark networks</strong>, which we consider in this Brand Strategy Briefing.</p> <h2><strong>What you'll learn</strong></h2> <ul> <li>Insight from adidas’ VP of Digital Strategy and Delivery, Joseph Godsey, on how the brand is creating valuable customer experiences via social</li> <li>Adidas’ recent activity using dark social</li> <li>How the brand is combining chatbot technology with Facebook Messenger to engage consumers</li> <li>Specific social media wins from the adidas Originals team</li> </ul> tag:econsultancy.com,2008:ConferenceEvent/900 2017-09-04T09:21:20+01:00 2017-09-04T09:21:20+01:00 Briefing: Marketing Trends, Challenges and Opportunities for 2018 <p>If you are going to start working on your marketing plan for 2018, you probably want to know what are the marketing trends, challenges and opportunities for next year. Professor Mark Ritson will be in Singapore on 13th October to share with you his predictions.</p> <p>Join Mark at this 1 hour briefing where he will highlight the key marketing trends, challenges and opportunities for 2018.</p> tag:econsultancy.com,2008:BlogPost/69394 2017-09-01T12:18:43+01:00 2017-09-01T12:18:43+01:00 10 stupendous digital marketing stats we’ve seen this week Nikki Gilliland <p>Please enjoy.</p> <h3>McGregor generates the most social media engagements</h3> <p>He might have lost in the ring, but data from <a href="http://www.4cinsights.com/news/" target="_blank">4C Insights</a> has revealed that Conor McGregor was victorious in generating online media conversation.</p> <p>McGregor saw more than 3,294,078 Facebook and Twitter engagements on fight night, which includes tweets, retweets, replies and likes. In comparison, Mayweather generated 2,986,484 engagements, highlighting McGregor’s ability to generate mass hype and media discussion.</p> <p>The fight amassed 889,705 engagements on Facebook and Twitter in the week leading up to it, before a massive surge on the night itself saw engagements rise 605% to 6,280,562.</p> <h3>Small businesses falling behind on digital transformation</h3> <p><a href="https://www.g2crowd.com/blog/small-business/introducing-crowd-views-iii-small-business-technology/" target="_blank">G2 Crowd</a>’s third quarterly report has revealed that small business owners are failing to effectively market their businesses in a digital world. Research found that 24% of businesses are still largely investing in either newspaper ads and/or billboards, while only 19% of respondents are spending money on Google AdWords. </p> <p>That being said, the report suggests that technology is an area of focus for small businesses interested in scaling growth, with 47% planning to increase IT spending this year.</p> <h3>Number of hours spent checking email decreases 27%</h3> <p>According to Adobe’s third annual <a href="https://blogs.adobe.com/conversations/2017/08/consumers-are-still-email-obsessed-but-theyre-finding-more-balance.html" target="_blank">email survey</a>, people are checking their work and personal email less frequently than they were in 2016.</p> <p>The overall number of hours spent on email per day decreased 27% from last year. Specifically, there was a 28% decrease in consumers checking email messages from bed in the morning, with more than a quarter of consumers now waiting until they get to the office to check their inboxes. </p> <p>The report also suggests one in five consumers never check email outside of normal work hours, and nearly half don’t or rarely check while they’re on holiday. </p> <p>However, this is not the case for millennials. More than half of 18-24 year olds still check their email while in bed in the morning, and 43% of millennials aged 25-34 admit to doing the same.</p> <p><img src="https://assets.econsultancy.com/images/0008/8676/Adobe.JPG" alt="" width="780" height="311"></p> <h3>Google and Alexa make up 90% of voice commerce market share</h3> <p>The news that Amazon and Google are joining forces could mean big things for voice commerce, according to insight from Walker Sands.</p> <p>Currently, 24% of consumers own a voice controlled device, while 20% plan to purchase within the next year. Together Google and Alexa make up approximately 90% of the market share. </p> <h3>US social ads failing to drive conversions</h3> <p>Research by <a href="https://civicscience.com/facebook-ads-affect-purchases-snapchat-twitter-instagram-combined/" target="_blank">CivicScience</a> has found that ads on social platforms like Facebook and Instagram are failing to convert users. </p> <p>In a survey of over 1,900 US consumers, just 1% of respondents aged 13 and older said they have previously made a purchase based on a Snapchat ad, and only 4% said they have bought anything after seeing an Instagram ad. Overall, 45% said that they have never purchased anything based on ads they saw from social media sites, and over a third said they don’t use social media.</p> <p>Facebook was found to be the most influential channel for purchasing behaviour, with 16% of consumers buying a product based on a Facebook ad.</p> <p><img src="https://assets.econsultancy.com/images/0008/8675/CivicScience.JPG" alt="" width="780" height="394"></p> <h3>Personalisation brings footwear brand 64% increase in ROI </h3> <p>Dune London has revealed that it’s seen a 64% increase in return on investment per customer after personalising its media to real people, in partnership with <a href="http://info.conversantmedia.eu/dune-london" target="_blank">Conversant</a>.</p> <p>Instead of targeting segments or cookies, Dune tailored messages to individual customer’s specific needs and interests. This involves showing complementary products post-purchase, and tailoring ads according to what kinds of products a customer tends to browse and buy the most.</p> <p>As well as a 64% increase in ROI per customer, personalisation also led to a 33% increase in messaged conversion rate.</p> <h3>Push notifications boost in-app spending by 16%</h3> <p>According to <a href="http://www.prnewswire.com/news-releases/leanplums-analysis-reveals-push-notifications-increase-in-app-spend-16-and-drive-96x-more-users-to-buy-300510182.html?tc=eml_cleartime" target="_blank">Leanplum</a>, push notifications can lead to a significant increase in mobile conversions.</p> <p>The Insights to Mobile Revenue report states that push notifications can boost in-app spending by 16% – driving nearly 10 times more users to make a purchase compared to those who did not receive one.</p> <p>Research also found that promotional push notifications sent on a Saturday resulted in over twice as many purchases than notifications sent on Thursday. Meanwhile, push notifications sent during the late afternoon lead to 2.7 times more purchases than any other time of day.</p> <p><img src="https://assets.econsultancy.com/images/0008/8674/Leanplum.JPG" alt="" width="500" height="509"></p> <h3>One in nine marketers will spend more than £100,000 on influencers in the next year</h3> <p>New research from Takumi has revealed that one in nine marketers plan to spend in excess of £100,000 on influencer marketing in the next 12 months.</p> <p>39% of professionals say they will spend up to £10,000, while a further fifth predict their budget to fall somewhere between £10,000 and £100,000. In contrast, just 4% say they plan to forgo influencer campaigns entirely. </p> <p>This shows the extent to which influencer marketing has grown in popularity, with 26% of marketers now believing it is a more effective way to target consumers than traditional advertising. 43% agree that it is more effective, but only for millennial audiences.</p> <h3>‘In the moment’ searches are on the rise</h3> <p><a href="https://www.thinkwithgoogle.com/consumer-insights/consumer-immediate-need-mobile-experiences/?utm_medium=email&amp;utm_source=promo&amp;utm_team=twg-us&amp;utm_campaign=20170829-twg-micro-moments-email-B&amp;utm_content=cta&amp;mkt_tok=eyJpIjoiWlROaE16STJaVE00TkdJdyIsInQiOiI3cVpldDV6cml6S1wvbHlhM0t1SjJzckdyUVZseGQ1NmtjeVwvUmtQXC9mYUVQTmExOEJOZFRNUWJmRkxVcUR0Z0JmcDZNaGMrbFVWNzlDQ2dxYjNia0hjc2FXeEZqd2IwUHFOdVo5N3p5Zk1QM0MxdjBXU1NxUktkNDZ1dVdQWlM0aSJ9" target="_blank">Google research</a> has found that consumers are more impatient than ever before, with increasing expectations for brands to immediately meet their needs. </p> <p>Searches related to ‘same-day shipping’ have grown more than 120% since 2015. Similarly, searches for ‘open now’ have tripled over the past two years, while searches for ‘store hours’ have dropped.</p> <p>Lastly, Google found that travel-related searches for ‘tonight’ and ‘today’ have grown more than 150% on mobile, reflecting consumer demand for spontaneous and in-the-moment bookings.</p> <p><img src="https://assets.econsultancy.com/images/0008/8673/Open_Now.JPG" alt="" width="780" height="454"></p> <h3>Consumers more likely to make frivolous purchases on touchscreens</h3> <p>A <a href="http://www.sciencedirect.com/science/article/pii/S0969698917300024" target="_blank">new study</a> has revealed that consumers are more likely to make purchases when browsing on a touchscreen device, especially when it comes to things they don’t necessarily need.</p> <p>This is because touchscreens create more experiential thinking in users, while desktops evoke rational consideration. </p> <p>An experiment found that participants were more inclined to buy a restaurant gift card than a grocery gift card on a touchscreen, while desktop users favoured the opposite. In this sense, desktop elicits a similar response to shopping in-store, where a series of logical steps means we are less likely to be driven by emotions or impulse.</p>