tag:econsultancy.com,2008:/topics/mobile Latest Mobile content from Econsultancy 2016-09-23T15:24:00+01:00 tag:econsultancy.com,2008:BlogPost/68328 2016-09-23T15:24:00+01:00 2016-09-23T15:24:00+01:00 Houzz fuses physical and digital with SmartHouzz London pop up Nikki Gilliland <p>A mix of spot-on branding and <a href="https://econsultancy.com/blog/66908-10-inspiring-experiential-marketing-examples/" target="_blank">experiential marketing</a>, here’s four reasons why I found it worth a visit. </p> <h3>Drives consumer awareness</h3> <p>It’s hard to miss a large green house in the middle of Granary Square, and with its prime location, SmartHouzz ensures that it captures the interest of passers-by.</p> <p>As part of the Design Festival, the pop-up is clearly geared towards those who are interested in interior design, however it also succeeds in driving general consumer awareness. </p> <p>Events Manager, Ffion Francis, explained to me that visitors had so far been a mix of people who had already downloaded the app (and were therefore interested in applying design tips to their own living space), as well as people simply interested in finding out what was going on.</p> <p>The concept of the SmartHouzz is based on the fact that ‘small bathroom’, ‘small bedroom’ and ‘small kitchen’ are some of the most popular search terms on Houzz.co.uk.</p> <p>Using search behaviour to shape the concept means that it is more likely to resonate with consumers. </p> <p><img src="https://assets.econsultancy.com/images/0007/9478/IMG_3039.JPG" alt="" width="780" height="585"></p> <h3>Encourages social interaction</h3> <p>Alongside the hashtag #smarthouzz, Houzz is also running a competition to further encourage interaction and drive awareness of the campaign.</p> <p>Promising the winner a John Lewis gift card worth £2,000, this is a nice little incentive for people to go down and check out the pop-up.</p> <p>Once inside the house, there’s also the chance for visitors to get involved with other competitions, increasing the chances of people sharing their experience on social media and with friends and family. </p> <p><img src="https://assets.econsultancy.com/images/0007/9479/IMG_3041.JPG" alt="" width="780" height="1040"></p> <h3>Combines physical and digital retail</h3> <p>One of the biggest challenges for a company like Houzz is the gap between the digital world and very physical nature of its product.</p> <p>For consumers <a href="https://econsultancy.com/blog/67987-home-sweet-home-why-houzz-is-worthy-of-the-best-app-award/" target="_blank">using the app</a> or website - despite newly integrated <a href="https://econsultancy.com/blog/67745-15-examples-of-artificial-intelligence-in-marketing/" target="_blank">AI features</a> such as ‘View in my Room’ -  there is a big difference between browsing on a small screen and seeing a piece of furniture in real life.</p> <p>As a result, the physical nature of the pop-up is effective at prompting customers to purchase. </p> <p>What’s more, the immersive and interactive nature of the experience, such as the ability to speak to ‘design professionals’, gives what is otherwise a faceless brand a friendly identity, and in turn becomes much more personal to the consumer.</p> <p><img src="https://assets.econsultancy.com/images/0007/9480/IMG_3040.JPG" alt="" width="780" height="585"></p> <h3>Promotes brands partnerships</h3> <p>As well as being a <a href="https://econsultancy.com/reports/the-future-of-content-marketing/">content marketing</a> opportunity for Houzz, the SmartHouzz also promoted products from its partners <a href="https://econsultancy.com/blog/65802-john-lewis-the-customer-journey-from-search-to-checkout/" target="_blank">John Lewis</a> and Dulux.</p> <p>Using Dulux paint to decorate the interior and John Lewis products to furnish it, Houzz ensured that customers could directly purchase what they were seeing. </p> <p>There were some nice touches like the inclusion of tags on furniture, including product numbers and info on where to buy. </p> <p><img src="https://assets.econsultancy.com/images/0007/9481/IMG_3042.JPG" alt="" width="780" height="585"></p> <p>With John Lewis stores also including the tags in their product displays, it means that consumers don’t have to be in King’s Cross to be aware of the campaign. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Houzz green tags are everywhere this <a href="https://twitter.com/hashtag/LDF16?src=hash">#LDF16</a> - they're even in <a href="https://twitter.com/johnlewisretail">@johnlewisretail</a>'s Oxford St store! You can also spot them in the <a href="https://twitter.com/hashtag/SmartHouzz?src=hash">#SmartHouzz</a> <a href="https://t.co/TJCdScrNKF">pic.twitter.com/TJCdScrNKF</a></p> — Houzz UK (@HouzzUK) <a href="https://twitter.com/HouzzUK/status/779284187387990016">September 23, 2016</a> </blockquote> <p>All in all, it's a nice example of how to use experiential marketing to increase consumer awareness, as well as a great piece of design.</p> tag:econsultancy.com,2008:BlogPost/68322 2016-09-23T13:42:24+01:00 2016-09-23T13:42:24+01:00 10 juicy digital marketing stats from this week Nikki Gilliland <p>If you'd like further information, the Internet Statistics Compendium is <a href="https://econsultancy.com/reports/internet-statistics-compendium/" target="_blank">ready and waiting</a>.</p> <h3>90% of UK grocery retailers have issues meeting customer requirements</h3> <p>New research by Blue Yonder has found that grocery retailers are failing to keep up with growing customer demands.</p> <p>From interviews with 750 grocery managers and directors across the globe, 90% of UK respondents said they’re falling short, with 25% unable to deliver an omnichannel experience.</p> <p>Furthermore, nearly 30% said decisions in the supply chain are slowing down their decision-making, and the main reason they are unable to keep pace.</p> <h3>Retailers take advantage of dual-screen shoppers</h3> <p>eBay’s <a href="http://www.ebay-report.co.uk/#homepage" target="_blank">UK retail report</a> highlights how primetime TV shows are influencing shopper behaviour, specifically through the rise of ‘dual screening’ – i.e. the act of watching television whilst simultaneously surfing the internet.</p> <p>According to data, eBay saw a 67% rise in interaction with baking products while the first episode of the new Great British Bake Off was on air, rising to 133% during the hour immediately afterwards.</p> <p>Other items that have seen an increase in search interest include Peaky Blinders’ style flat caps, Game of Thrones merchandise and Olympic-inspired bicycles.</p> <p><img src="https://assets.econsultancy.com/images/0007/9462/ebay_insights.PNG" alt="" width="700" height="415"></p> <h3>Facebook generates 14.2% of all traffic for major online publishers</h3> <p>Despite algorithm changes, Echobox has reported that Facebook’s role in media distribution continues to grow, with the network now generating 14.2% of all traffic for media companies.</p> <p>This means that Facebook’s share of referral traffic has trebled from 5.2% of all online traffic to 14.2% since January 2014, compared to Twitter’s share which has remained static at 1.8%.</p> <p>With Facebook a continued focus for publishers, many are now employing dedicated teams for social media optimisation.</p> <h3>UK shoppers make impulse purchases 28% of the time</h3> <p>A new study by HookLogic has delved into the UK’s shopping habits, discovering that one third of consumer purchases are made up of impulse buys.</p> <p>Impulse shopping is higher in the infant and toddler category, followed by food and groceries and toys and games.</p> <p>Interestingly, 60% of shoppers cite product descriptions as a top factor in the decision to purchase.</p> <p>When it comes to categories such as Electronics and Home Décor, consumers are much more considered, thinking about their purchase weeks or even months beforehand.  </p> <p><img src="https://assets.econsultancy.com/images/0007/9465/purchase_decision_cycle.PNG" alt="" width="770" height="338"></p> <h3>9 out of 10 Brits think NHS Hospitals could be improved by digitisation</h3> <p><a href="http://www.apadmi.com/enterprise-healthcare-report-press/" target="_blank">Research by Apadmi Enterprise</a> has found that 60% of UK patients are dissatisfied with the lack of digitisation within the NHS.</p> <p>Following Jeremy Hunt’s pledge to improve technology in healthcare, 9 out of 10 Brits say that the use of mobile apps would significantly improve matters.</p> <p>76% said they would like to use tech to manage hospital appointments, such as booking, cancelling or confirming an appointment. Likewise, 55% would use technology to store their prescriptions.</p> <p>Despite this desire, 55% of patients say they have never used mobile app technology to engage with the NHS.</p> <h3>Over 40% of video budgets allocated to formats beyond pre-roll</h3> <p>According to Collective’s latest report, online video advertisers are buying more strategic and varied video solutions than ever before, with an increased investment in display, YouTube and social channels.</p> <p>In 2015, 56% of respondents were buying both video and display. In 2016, this figure has jumped to 73%.</p> <p>This is in comparison to the percentage of those buying traditional TV and Video, which has fallen from 38% last year to 26% in 2016. </p> <p><img src="https://assets.econsultancy.com/images/0007/9463/video_online_buyers.PNG" alt="" width="469" height="411"></p> <h3>39% of consumers still wary about sharing economy</h3> <p>Research from Trustpilot reveals that while 47% say the sharing economy benefits consumers, 39% feel these companies aren’t as trustworthy as traditional outlets.</p> <p>The biggest area of concern is a lack of clarity over who is responsible if something goes wrong. 29% of survey respondents said they had previously avoided using a sharing economy platform due to this issue.</p> <p>The survey also looks at the various types of platforms that consumers feel the most comfortable using (see the below charts for popularity rankings).</p> <p><img src="https://assets.econsultancy.com/images/0007/9461/sharing_economy.PNG" alt="" width="780" height="256"></p> <h3>Adobe reports continued deflation in the UK following Brexit</h3> <p>Adobe’s monthly Digital Price Index (DPI) for August has revealed that prices of durable goods such as TVs and computers have declined, with online sales dropping sharply year on year.</p> <p>Despite demand being up in the months of May and June, growth slowed to 16% in July, leading to a 10% year on year decrease this August. This is in comparison to the US, which saw a 30.2% increase in the same period.</p> <p>Travel prices to the UK also saw a decline, with August hotel prices in London down 16% year on year.</p> <h3>Less than a third of organisations carry out attribution across majority of campaigns</h3> <p>Our <a href="https://econsultancy.com/reports/state-of-marketing-attribution/" target="_blank">State of Marketing Attribution report</a>, in association with AdRoll, has found that organisations are still falling behind on attribution. </p> <p>While it plays an increasingly crucial role, just 31% of organisations carry out attribution across the majority of campaigns. </p> <p>As well as marketers lacking the skills and resources to analyse results, it also appears to be due to the increasingly mobile-centric nature of consumers, with traditional tracking methods (such as cookies) not translating effectively to mobile. </p> <p>Despite this, four out of five organisations claim that the rise of big data has increased focus on attribution.</p> <p><img src="https://assets.econsultancy.com/images/0007/9467/attribution.PNG" alt="" width="640" height="491"></p> <h3>Mobile accounts for a half of all video views</h3> <p>According to new figures from Ooyala, mobile video has reached a tipping point, with just over half of all views coming from mobile.</p> <p><a href="http://www.ooyala.com/resources/online-video-index" target="_blank">The Global Video Index Q2 2016</a> revealed a 15% year on year rise in mobile video views, meaning that they now account for 50.6% of the total amount. </p> <p>This figure reflects the growing popularity of smartphones over tablets, with smartphones accounting for a 43% share of mobile video views, compared to 8% on tablets.</p> tag:econsultancy.com,2008:BlogPost/68319 2016-09-23T11:41:27+01:00 2016-09-23T11:41:27+01:00 All the digital news stories you missed this week Ben Davis <h3>Facebook overestimated video view metric for two years</h3> <p><a href="http://www.wsj.com/articles/facebook-overestimated-key-video-metric-for-two-years-1474586951">The Wall Street Journal reports</a> that Facebook has misreported the average time users spent watching videos for the past two years.</p> <p>By excluding views of less that three seconds, the metric was inflated by 60-80%.</p> <p>Facebook commented as follows:</p> <blockquote> <p>We recently discovered an error in the way we calculate one of our video metrics. This error has been fixed, it did not impact billing, and we have notified our partners both through our product dashboards and via sales and publisher outreach.</p> <p>We also renamed the metric to make it clearer what we measure. This metric is one of many our partners use to assess their video campaigns.</p> </blockquote> <p>The new name for the metric is 'average watch time'. Needless to say, many agency partners are not happy.</p> <h3>Google launches Allo messaging app (includes AI)</h3> <p>Allo has all the bells and whistles you'd expect (stickers, emojis, image editing, group chat, encryption), but the incorporation of <a href="https://econsultancy.com/blog/67745-15-examples-of-artificial-intelligence-in-marketing/">AI</a> provides some interesting features.</p> <p>The messaging app offers smart replies, even when people send you photos ("nice dog" when someone sends you a picture of a pooch, for example).</p> <p>Google Assistant is included in the app as an @Google <a href="https://econsultancy.com/blog/67894-what-are-chatbots-and-why-should-marketers-care/">chatbot</a> which can be used solo or in a group chat (see an example below).</p> <p>The assistant can perform actions as well as sourcing information.</p> <p><img src="https://1.bp.blogspot.com/-kwpLyH6F6hc/V-HOuEGhYBI/AAAAAAAATCc/U_Z5JhZDn5scFngHdRnDNBO-NlsznwHtQCLcB/s640/GA_Contextual.gif" alt="google assistant" width="300"></p> <p><a href="https://googleblog.blogspot.co.uk/2016/09/google-allo-smarter-messaging-app.html">Here's the Google announcement</a>.</p> <h3>Instagram doubles advertisers in six months</h3> <p>A year since launch in all markets, <a href="https://econsultancy.com/blog/67020-why-instagram-should-be-the-channel-of-choice-for-marketers/">Instagram's ad platform</a> now has 500,000 advertisers, double the number reported in February of this year.</p> <p>Twitter only has 20% of that number, whilst Facebook is understandably still the most attractive platform with 2m advertisers.</p> <p>The top five industries represented amongst Instagram advertisers are CPG, ecommerce, retail, entertainment, and technology, whilst the countries with the most advertisers are the US, Brazil, UK, Australia and Canada.</p> <h3>Dentsu in overcharging pickle</h3> <p>More shady advertising news now.</p> <p>Japan’s biggest agency Dentsu is apparently in talks with more than 100 clients after revelations it overcharged Toyota for digital media.</p> <p>Dentsu has informed Toyota of 'irregularities', but further detail of exactly what has not yet come to light. The figures involved are not rumoured to be big, but the news is obviously a PR nightmare for Dentsu.</p> <p><a href="https://www.ft.com/content/eb6d5f32-7fd5-11e6-8e50-8ec15fb462f4">More from the FT.</a></p> <p><img src="https://assets.econsultancy.com/images/0007/9460/dentsu.png" alt="dentsu" width="400"></p> <h3>Twitter to stream presidential debates</h3> <p>Twitter is continuing to add to its livestreaming tie-ups, partnering with Bloomberg to broadcast its 2016 US presidential and vice-presidential debates.</p> <p>The stream will also include Bloomberg politics programming before and after each debate.</p> <p>Last week saw Twitter's first <a href="https://twitter.com/i/live/768633364911788032">Thursday Night Football</a> livestream. Though many were impressed by the quality of the stream itself, Mark Ritson wasn't won over by the numbers involved.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Twitter broadcast its first NFL game on Thursday. See below. <a href="https://twitter.com/CNET">@CNET</a> called it a "touchdown". I call that "horseshit". <a href="https://t.co/NhyyFxGmb6">pic.twitter.com/NhyyFxGmb6</a></p> — MarkRitson (@markritson) <a href="https://twitter.com/markritson/status/777098873919578114">September 17, 2016</a> </blockquote> <h3>Zuck &amp; Chan pledge $3bn to disease prevention</h3> <p>Mark Zuckerberg and his wife Priscilla Chan want to "cure, prevent, or manage all diseases by the end of the century."</p> <p>$3bn will be funneled from the Chan Zuckerberg Initiative into medical research over the next decade.</p> <p>The first tranche of $600m will create the Biohub research center at the University of California.</p> <p><a href="http://www.nytimes.com/2016/09/22/technology/mark-zuckerberg-priscilla-chan-3-billion-pledge-fight-disease.html?ref=technology&amp;utm_source=MIT+TR+Newsletters&amp;utm_campaign=dc7104453e-The_Download_September_22_2016&amp;utm_medium=email&amp;utm_term=0_997ed6f472-dc7104453e-153860737&amp;goal=0_997ed6f472-dc7104453e-153860737&amp;mc_cid=dc7104453e&amp;mc_eid=fea291110e&amp;_r=0">More from the NYT</a>.</p> <h3>Yahoo adds search retargeting to its display ad network</h3> <p><a href="https://econsultancy.com/blog/64099-what-is-retargeting-and-why-do-you-need-it/">Search retargeting</a> is now possible at the keyword level on the Yahoo Gemini ad network.</p> <p>This means advertisers can reach consumers who have shown intent in Yahoo Search, by serving them native display ads.</p> <p>Such a tactic allows these advertisers to tailor creative and landing pages to search queries, as well as optimising bidding based on intent.</p> <p>Initial reports from Yahoo advertisers show double digit percentage increase in clickthrough and ROI from these ads.</p> tag:econsultancy.com,2008:Report/3008 2016-09-22T14:30:00+01:00 2016-09-22T14:30:00+01:00 Internet Statistics Compendium Econsultancy <p>Econsultancy’s <strong>Internet Statistics Compendium</strong> is a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media. </p> <p><strong>The compendium is available as 11 main reports (in addition to a B2B report) across the following topics:</strong></p> <ul> <li><strong><a href="http://econsultancy.com/reports/advertising-media-statistics">Advertising</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/content-statistics">Content</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/customer-experience-statistics">Customer Experience</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/web-analytics-statistics">Data and Analytics</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/demographics-technology-adoption">Demographics and Technology Adoption</a></strong></li> <li><strong><a href="http://econsultancy.com/uk/reports/ecommerce-statistics">Ecommerce</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/email-ecrm-statistics">Email and eCRM</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/mobile-statistics">Mobile</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/search-marketing-statistics">Search</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/social-media-statistics">Social</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/strategy-and-operations-statistics">Strategy and Operations</a></strong></li> <li><strong><a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B</a></strong></li> </ul> <p>Updated monthly, each document is a comprehensive compilation of internet, statistics and online market research with data, facts, charts and figures.The reports have been collated from information available to the public, which we have aggregated together in one place to help you quickly find the internet statistics you need, to help make your pitch or internal report up to date.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p><strong>Those looking for B2B-specific data should consult our <a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B Internet Statistics Compendium</a>.</strong></p> <p> <strong>Regions covered in each document (where available) are:</strong></p> <ul> <li><strong>Global</strong></li> <li><strong>UK</strong></li> <li><strong>North America</strong></li> <li><strong>Asia</strong></li> <li><strong>Australia and New Zealand</strong></li> <li><strong>Europe</strong></li> <li><strong>Latin America</strong></li> <li><strong>MENA</strong></li> </ul> <p>A sample of the Internet Statistics Compendium is available for free, with various statistics included and a full table of contents, to show you what you're missing.</p> tag:econsultancy.com,2008:BlogPost/68308 2016-09-22T10:36:22+01:00 2016-09-22T10:36:22+01:00 Four things to appreciate about Lush’s new app Nikki Gilliland <p>Hoping to bridge the gap between physical and digital, <a href="https://itunes.apple.com/gb/app/lush-fresh-handmade-cosmetics/id946403534?mt=8" target="_blank">its new app</a> promises “a fresh, fun, and interactive experience” – coupled with the convenience of shopping online.</p> <p>I decided to give it a whirl, and while it's certainly not perfect, here are four things I think it does particularly well.</p> <p>And for more on the brand, read our post on <a href="https://econsultancy.com/blog/67158-why-lush-is-the-undisputed-master-of-b-commerce/">why Lush is the undisputed master of 'B-commerce'</a>.</p> <h3>Categorisation</h3> <p>I really like Lush's clear and creative category options.</p> <p>While it includes standard groups like 'Body' and 'Make-up', it also gives the user the option to browse by emotions and specific scents.</p> <p><img src="https://assets.econsultancy.com/images/0007/9335/categories.PNG" alt="" width="200" height="354"> <img src="https://assets.econsultancy.com/images/0007/9337/categories_2.PNG" alt="" width="200" height="354"> <img src="https://assets.econsultancy.com/images/0007/9338/categories_3.PNG" alt="" width="200" height="355"></p> <p>As well as making the app easy to navigate, this also aids discovery.</p> <p>Instead of sticking to certain categories, it encourages users to search around.</p> <p><img src="https://assets.econsultancy.com/images/0007/9355/category_function.PNG" alt="" width="300" height="532"> <img src="https://assets.econsultancy.com/images/0007/9356/category_function_2.PNG" alt="" width="300" height="532"></p> <h3>Location-based features</h3> <p><a href="https://econsultancy.com/blog/67418-what-is-location-based-advertising-why-is-it-the-next-big-thing/" target="_blank">Location-based</a> marketing is a great way for brands to entice users in-store.</p> <p>With comprehensive store information and the ability to detect location, Lush does it well.</p> <p>Providing detail on opening times, contact numbers and directions in an integrated map - it's a great example of how to fuse the physical and mobile experience.</p> <p><img src="https://assets.econsultancy.com/images/0007/9343/location.PNG" alt="" width="200" height="355"> <img src="https://assets.econsultancy.com/images/0007/9348/location_3.PNG" alt="" width="200" height="355"> <img src="https://assets.econsultancy.com/images/0007/9345/location_2.PNG" alt="" width="200" height="355"> </p> <h3>Informative product copy</h3> <p>Lush employees are known for being incredibly well-informed about the products they sell.</p> <p>In the absence of this one-to-one interaction, an extensive amount of information is included in its place.</p> <p>While the amount of copy looks cluttered on a small screen, I particularly like the attention to detail.</p> <p>From the benefits of specific ingredients to further products that contain them, it is a nice way to pique interest and extend the user journey.</p> <p><img src="https://assets.econsultancy.com/images/0007/9351/product_info_2.PNG" alt="" width="200" height="355"> <img src="https://assets.econsultancy.com/images/0007/9350/product_info_3.PNG" alt="" width="200" height="355"> <img src="https://assets.econsultancy.com/images/0007/9349/product_info_4.PNG" alt="" width="200" height="355"></p> <h3>Editorial (and focus on ethics)</h3> <p>Well-known for its dedication to <a href="https://econsultancy.com/blog/68097-purchase-with-purpose-how-four-brands-use-social-good-to-drive-consumer-loyalty/" target="_blank">social good</a>, Lush's brand values are also reflected in the editorial sections of its app.</p> <p>Through the 'discovery' tab, users can read long-form articles about the company's values as well as lighter articles related to the Lush lifestyle.</p> <p><img src="https://assets.econsultancy.com/images/0007/9352/editorial.PNG" alt="" width="200" height="355"> <img src="https://assets.econsultancy.com/images/0007/9353/editorial_2.PNG" alt="" width="200" height="355"> <img src="https://assets.econsultancy.com/images/0007/9354/editorial_3.PNG" alt="" width="200" height="355"></p> <p>I also appreciate the fact that these articles pop up in the search results. </p> <p>When I searched for the term 'bubbles', I was presented with an article on 'how to use bubble bars' as well as the products themselves.</p> <p><img src="https://assets.econsultancy.com/images/0007/9359/search.PNG" alt="" width="300" height="532"></p> <p>This type of additional content provides extra value and entices users to return.</p> <h3>In conclusion...</h3> <p>While there are many parts of the app that could be improved (the load-times can be slow and the checkout process slightly laboured), there's still a lot to enjoy.</p> <p>With its creative <a href="https://econsultancy.com/training/courses/online-copywriting/">copywriting</a>, attention-to-detail and location-based technology, it's a decent effort from the cosmetics brand.</p> <p><em>To learn more about this topic, book yourself onto Econsultancy’s <a href="https://econsultancy.com/training/courses/mobile-usability-and-ux/">Mobile Usability and UX Training Course</a>.</em></p> tag:econsultancy.com,2008:Report/4244 2016-09-22T10:00:00+01:00 2016-09-22T10:00:00+01:00 Digital Intelligence Briefing: Succeeding in the Omnichannel Age <p>The <strong>Succeeding in the Omnichannel Age</strong> report, produced by Econsultancy in association with <a href="http://www.adobe.com/marketing-cloud.html">Adobe</a>, looks at the extent to which organisations take an integrated approach to marketing across different channels and use cross-channel campaign management tools.</p> <p>The report is based on a global survey of 2,065 digital marketers and ecommerce professionals carried out in July and August 2016, and follows up on a similar waves of research from <a title="Quarterly Digital Intelligence Briefing: The Multichannel Reality" href="https://econsultancy.com/reports/the-multichannel-reality/">2015</a> and <a title="Channels in Concert: Trends in Integrated Marketing" href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-integrated-marketing/">2013</a>.</p> <p>The following sections are featured in the report:</p> <ul> <li>Mixed progress on the path to integration</li> <li>Solving the data challenge</li> <li>The omnichannel imperative</li> <li>Behind the mobile curve</li> <li>Operationalising the real-time experience</li> <li>Campaign management tools: the state of play</li> </ul> <h3> <strong>Findings</strong> include:</h3> <ul> <li>While companies are 29% more likely to take an integrated approach to all their campaigns across all channels compared to last year, the proportion of those saying that none of their marketing campaigns are integrated has more than doubled over the last three years.</li> <li>It’s clear that data deficiencies exist, with only 12% being able to join online and offline data and just a quarter claiming to have a single customer view.</li> <li>More than half of organisations have separate technologies for managing data across channels. These separate technologies are the most significant barrier to integration (51%), followed by the inherently linked problem of disparate data sources (40%).</li> <li>Only 5% of those surveyed say they have a single platform that manages data across multiple channels and these companies are twice as likely to take an integrated approach to all campaigns across all channels as those with separate technologies.</li> <li>Omnichannel marketing is well-supported at a senior level, with only 15% saying that buy-in is a top-three barrier, and 5% ranking it as the biggest obstacle.</li> </ul> <p><strong>Download a copy of the report to learn more.</strong></p> <h4> <strong>Econsultancy's Quarterly Digital Intelligence Briefings, sponsored by <a title="Adobe" href="http://www.adobe.com/solutions/digital-marketing.html">Adobe</a>, look at some of the most important trends affecting the marketing landscape. </strong><strong>You can access the other reports in this series <a title="Econsultancy / Adobe Quarterly Digital Intelligence Briefings" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefings">here</a>.</strong> </h4> tag:econsultancy.com,2008:BlogPost/68309 2016-09-21T13:30:00+01:00 2016-09-21T13:30:00+01:00 Four tips to shape mobile marketing strategy Nikki Gilliland <p>Here are four tips taken from the report:</p> <h3>Build an always-on presence</h3> <p>In our smartphone-obsessed society, the traditional marketing funnel - awareness, consideration, purchase, loyalty - no longer applies.  </p> <p>Instead of a one-size-fits-all message, marketers need to be there in the moments that really matter.</p> <p>Google calls these 'micro-moments', and essentially, they are the times when consumers naturally look to their smartphones to find or discover information.</p> <p>From looking up a brand or product seen in a television commercial to searching for a product review while browsing in a store – it means the context and intent of the consumer should always be at the forefront of any mobile strategy.</p> <p><img src="https://assets.econsultancy.com/images/0007/9373/Micro_moments.JPG" alt="" width="695" height="443"></p> <h3>Optimise with the user experience in mind</h3> <p>With the current level of smartphone penetration and usage, it is vital that mobile sites are fully optimised for all screen-sizes.</p> <p>However, it is not enough to simply replicate the experience found on a desktop.</p> <p>While being mobile-first might not be possible for all companies, features like click-to-call buttons, accessible navigation and fast loading times are all important for an easy and enjoyable user experience. </p> <p>Our report highlights <a href="https://econsultancy.com/blog/66382-how-fortnum-mason-increased-mobile-conversions-by-57-with-rwd/" target="_blank">Fortnum and Mason</a> as a great example of <a href="https://econsultancy.com/blog/66647-10-of-the-finest-mobile-ecommerce-sites/" target="_self">mobile design</a>.</p> <p>With its intuitive layout and helpful delivery options – it ensures users will want to return.</p> <p><img src="https://assets.econsultancy.com/images/0007/9374/Fortnum_and_Mason.JPG" alt="" width="610" height="570"></p> <h3>Focus on consumer value when developing apps</h3> <p>From a lack of content to broken links, there are many reasons a mobile app might fail.</p> <p>However, when executed properly, apps can be a great way to increase purchase behaviour and consumer loyalty.</p> <p>Our report suggests following a seven-step framework, taking into consideration key stages from concept to execution.</p> <p><img src="https://assets.econsultancy.com/images/0007/9375/7_step_framework.JPG" alt="" width="565" height="393"></p> <p>Unsurprisingly, engaging consumers to download and use an app in the first place is one of the most important steps.</p> <p>In line with this, it’s interesting to note that in <a href="https://www.oracle.com/se/corporate/pressrelease/millennials-and-mobility-survey-20150427.html">a recent Oracle survey</a>, millennials cited the most desirable features of an app to be the ability to:</p> <ul> <li>Pay bills (71%)</li> <li>Report issues (65%)</li> <li>Receive updates on upcoming offers (62%) </li> </ul> <h3>Understand the desktop vs. mobile mindset</h3> <p>Finally, when optimising search campaigns, it is important to understand the difference between desktop and mobile. </p> <p>One of the biggest, and an area that is seeing huge growth, is localised search.</p> <p><a href="https://www.thinkwithgoogle.com/articles/i-want-to-go-micro-moments.html" target="_blank">According to Google</a>, ‘near me’ searches have increased 34x since 2011, with 80% coming from mobile devices.</p> <p>What’s more, it is estimated that in 2014, mobile devices used before or during shopping trips influenced 28% of in-store sales in the US, with 82% of smartphone users using their phone to guide a decision while in-store.</p> <p>While mobile conversion rates are on average lower than those on desktop, factors like localised search play a huge part in its potential growth. </p> <p><img src="https://assets.econsultancy.com/images/0007/9377/Local_search.JPG" alt="" width="680" height="401"></p> <p><strong><em>Subscribers can now download the Econsultancy <a href="https://econsultancy.com/reports/mobile-marketing-best-practice-guide-2016">Mobile Marketing Best Practice Guide</a>.</em></strong></p> <p><em>Futher reading from the Econsultancy blog:</em></p> <ul> <li><a href="https://econsultancy.com/blog/68020-mobile-a-mindset-not-just-a-handset" target="_blank">Mobile: A mindset, not just a handset</a></li> <li><a href="https://econsultancy.com/blog/68226-23-mobile-ux-mistakes-that-google-doesn-t-like" target="_blank">23 mobile UX mistakes that Google doesn't like</a></li> <li><a href="https://econsultancy.com/blog/68253-four-key-talking-points-from-our-mobile-marketing-roundtable" target="_blank">Four key talking points from our mobile marketing roundtable</a></li> </ul> tag:econsultancy.com,2008:Report/4248 2016-09-20T08:53:00+01:00 2016-09-20T08:53:00+01:00 Mobile Marketing Best Practice Guide <p>This report will examine the current mobile environment and provide an overview of the various channels available to mobile marketers. The report will outline the strategic approaches, use cases, considerations and useful guidelines for marketers to consider when devising their mobile strategy and will offer best practice recommendations on creating better mobile experiences.</p> <p>In particular, this report will help (and is aimed at):</p> <ul> <li>Specialists in digital marketing teams who are actively involved in improving results from mobile marketing activities.</li> <li>Managers of digital marketing specialists who control digital marketing and want to improve their strategic understanding of mobile marketing.</li> <li>Managers and team members who want to understand the issues involved with successful planning, implementation and integration of mobile marketing activities.</li> <li>Digital marketers in agencies who are looking to increase their skills and gain a comprehensive understanding of mobile marketing.</li> </ul> tag:econsultancy.com,2008:BlogPost/68301 2016-09-19T15:40:00+01:00 2016-09-19T15:40:00+01:00 Instant messaging: An introduction to the future of communication Blake Cahill <p>For those of you that don’t know – I’ll assume you must have been trapped on a desert island for the past few years – instant messaging (IM) is a catch-all name for a range of different services that primarily provide users with the opportunity to engage in real-time communication.</p> <p>Typically led by text conversation, messengers often also provide a range of additional functionality that varies wildly from provider to provider.</p> <p>This additional functionality has, on some platforms, led to them being considered as full-blown social media networks, on a par with Facebook, Twitter and other platforms.</p> <p>In 2015, mobile phone messaging apps were used by 1.4bn consumers and eMarketer predicts that, by 2018, the number of chat app users worldwide will reach 2bn, representing 80% of smartphone users worldwide.</p> <p>In a nutshell, it’s only a matter of time before everyone and their granny, in practically every country on the planet, are using IM.</p> <h3>So who are the Big Players?</h3> <p><strong>WhatsApp</strong></p> <p>Owned by Zuckerbeg &amp; Co. and with over 1bn users, most of which are tech savvy millennials, WhatsApp is the clear front-runner in the IM community and the only truly global IM service with any significant uptake in all continents around the world.</p> <p>Offering text chat, voice recording, media sharing, group broadcasts and a robust network, you would surely bet your house on this IM giant being the one to pave the way for the future of IM [insert smiley face emoticon].</p> <p><img src="https://assets.econsultancy.com/images/resized/0004/4627/whatsapp-facebook-blog-flyer.jpg" alt="whatsapp" width="300"></p> <p><strong>Facebook Messenger</strong></p> <p>Formed from the online chat function of the social network, Facebook Messenger has made real inroads in the EMEA and US regions with over 800m users.</p> <p>However it’s clear that with certain restrictions in places such as Asia, its move out of these two markets and into the APAC region will be a tough one to tackle. </p> <p><strong>WeChat</strong></p> <p>With 650m users, primarily in the APAC region, <a href="https://econsultancy.com/blog/67490-10-things-you-didn-t-know-about-wechat/">WeChat</a> is, significantly, dominant in the Chinese market offering users the chance to chat in a ‘walkie talkie’ style conversation, as well as other typical features such as group chats and video calls.</p> <p>WeChat is also a social network and an extendable transactional platform. It gives its users the opportunity to shop, talk to brands, order taxis (its ‘Didi Dache’ service is essentially China’s Uber) and read the news.</p> <p>WeChat is also the only social platform 80% of Chinese millennials use every day.</p> <p><em>WePay</em></p> <p><img src="https://assets.econsultancy.com/images/0007/1483/wepay.png" alt="wepay" width="615"></p> <p><strong>kik</strong></p> <p>With over 240m users, kik has its biggest presence in the US with an impressive 42% of US users being between 16-24 years old.</p> <p>It’s a promising start, however kik has seen very little uptake out of the US and it’s still dwarfed by the progress of WhatsApp and Facebook Messenger for the moment at least.</p> <p><strong>Others?</strong></p> <p>Though there are some exceptions to this global picture – KakaoTalk is the most popular chat app in South Korea, for example, while Line dominates in Japan, Thailand and Taiwan – there’s no doubt that it’s Facebook that’s winning the race so far.</p> <p>And before you say, “but what about Snapchat?!”, though this service is doing some serious business with teens in the UK and USA (over 40% use it), one a global level it’s still early days with only 7% market penetration.</p> <h3>The future of IM</h3> <p>With the landscape of IM changing and its scope reaching all aspects of the user's life, both personal and professional, it’s clear to see that IM offers real opportunities for businesses to get involved – but how will this play out? </p> <p>Firstly, IM is not a place to advertise, it’s a place for marketing. It gives us a powerful new space for brands to change the way consumers think about retail and customer service.</p> <p>The promise of IM is that if offers a near perfect form of personal, intimate, <a href="https://econsultancy.com/blog/67767-will-conversational-marketing-become-a-reality-in-2016/">direct link between brands and customers</a>.</p> <p>Facebook Messenger has already started to make real inroads in expanding the capabilities of its own IM platform, recently announcing the introduction of so-called <a href="https://econsultancy.com/blog/67894-what-are-chatbots-and-why-should-marketers-care/">chatbots</a>.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/7478/kiksephora-blog-flyer.png" alt="sephora chatbot" width="300"></p> <p>Similar (but arguably less advanced AI) has been prevalent in WeChat and other channels previously, but inclusion in Facebook Messenger is likely to see increased quality of functionality.</p> <p>Chatbots will offer the ability for businesses to create bespoke responses based on natural language input. </p> <p>As the use and complexity of chatbots expand, users will find themselves being able to order goods simply by messaging the brand – as users of WeChat are already doing – receive tailored news updates based around your interest and even control connected smart devices.</p> <p>The future of commerce and customer service could well be a hybrid of IM as it steadily becomes our primary way to interact with companies, buy things, provide service and build loyalty.</p> <p>As the big players (and the many smaller innovators) continue to expand and develop the platforms’ potential, it’s safe to say we’re only at the beginning of what looks to be a long and interesting road.</p> tag:econsultancy.com,2008:BlogPost/68287 2016-09-15T15:00:00+01:00 2016-09-15T15:00:00+01:00 What is faceted search and why should marketers care? Ben Davis <h3>Changing definitions of faceted search</h3> <p>Traditionally, faceted search is another name for faceted navigation, known predominately in our industry from ecommerce user interfaces.</p> <p>As Wikipedia puts it, 'faceted search enables users to navigate a multi-dimensional information space by combining text search with a progressive narrowing of choices in each dimension.'</p> <p><strong>But</strong>, as championed in recent talks from <a href="http://www.tomanthony.co.uk/">Tom Anthony</a>, Head of R&amp;D at Distilled, faceted search is also being used to describe the rise of faceted information within the search engine results themselves.</p> <p>Rather than pushing you towards a website, Google often provides a direct answer or surfaces navigable information from the Google Knowledge Graph (now that Google is increasingly thinking about <a href="https://research.googleblog.com/2014/08/teaching-machines-to-read-between-lines.html">entities and their relationships, rather than keywords</a>).</p> <p>This is search engines capturing more of the funnel, often using implicit as well as explicit data (e.g. context such as location).</p> <h3>Examples of faceted search</h3> <p><strong>Cards</strong></p> <p>The card format has been around for a while and is often used to deliver answers in the SERPs.</p> <p>Below you can see three examples of searches for medical symptoms, and the answers Google returns from various websites.</p> <p>Note that several answers are provided on cards, which can be scrolled through in a carousel.</p> <p><em>Click to enlarge</em></p> <p><a href="https://assets.econsultancy.com/images/0007/9198/Symptoms_Search.png"><img src="https://assets.econsultancy.com/images/0007/9197/cards_health_queries.png" alt="symptoms search" width="615" height="410"></a></p> <p><strong>Take action from knowledge panels (e.g. book an appointment)</strong></p> <p>Google has tested book an appointment markup in relevant knowledge panels. Clicking through takes the user to the appropriate landing page on the website.</p> <p><a href="http://searchengineland.com/book-an-appointment-right-from-the-search-results-with-googles-latest-test-228404">via Search Engine Land</a></p> <p><img src="https://assets.econsultancy.com/images/0007/9192/book_appt.jpg" alt="book appt" width="615"></p> <p><strong>Google Shopping rich features</strong></p> <p>Google introduced richer cards to <a href="https://econsultancy.com/blog/68264-six-clever-ways-to-optimise-google-shopping-campaigns/">Google Shopping</a> with Showcase Shopping ads (allowing retailers to present outfits and list products). With <a href="https://adwords.googleblog.com/2016/09/shop-look-on-google.html">Shop the Look</a>, an experiment during Fashion Week, Google has gone even further.</p> <p>Some broad Google Shopping queries trigger a slider of content featuring outfits put together by influencers.</p> <p>Users can click through and see each product from the outfit profiled on a page within Google Shopping, with links to each individual retailer.</p> <p>This allows shoppers to browse outfits and styles in the SERPs, before they click through to go to a website to buy a product.</p> <p><img src="https://1.bp.blogspot.com/-6yLcxIvOTic/V8nqErvVEFI/AAAAAAAAAFg/-_sSjgHzk6sDhL1OFghTjWH2TSloa35WQCLcB/s640/Shop%2Bthe%2BLook%2BB2B.gif" alt="shop the look" width="250"></p> <p><strong>Planning trips</strong></p> <p><a href="http://www.koddi.com/google-launches-trip-planning/">Noticed by Trent Cockerham</a> early this year and detailed partly in <a href="https://adwords.googleblog.com/2016/07/making-travel-and-shopping-easier-for.html">a July 2016 update</a> from Google, planning trips can be done within the Google SERPs interface.</p> <p>A combination of cards, radios and filters allows users to filter flights and hotels (by rating, price, dates) and define their interests for the trip.</p> <p><em>Images via the Koddi blog</em></p> <p><img src="https://assets.econsultancy.com/images/0007/9202/canada_destinations.png" alt="canada destinations in google search" width="300" height="533">  <img src="https://assets.econsultancy.com/images/0007/9203/vancouver_search.png" alt="vancouver card" width="300" height="533"></p> <p><strong>Finding the best deal</strong></p> <p>According to Google's July 2016 blog post, 'when searching for a hotel, you may now see a "Deal" label calling out when a hotel’s price is lower than usual compared to historical pricing or when there are discounts to the normal rate for those dates.'</p> <p>Similarly, Google offers tips, when chaning the dates of your trip could be advantageous: 'We may show Tips to people when they could save money or find better availability by moving their dates slightly. For example, you may see a Tip like, “Save $105 if you stay Wed, Jul 13 - Fri, Jul 15”.'</p> <p>Users can also opt in to track fare changes within Google Flights, with notifications being received via email or Google Now cards.</p> <h3>Why is faceted search important for marketers?</h3> <p>In the first instance, providing Google with accurate information via <a href="https://econsultancy.com/blog/64778-what-is-schema-markup-and-why-should-you-be-using-it/">Schema markup</a> and <a href="https://developers.google.com/search/docs/guides/intro-structured-data">structured data</a> is increasingly important to aid conversion from the SERPs.</p> <p>But, as time goes on, faceted search will turn into something different, will become increasingly device independent, and searches will less and less often result in a visit to a website.</p> <p>Essentially, websites and apps (now being indexed and offered 'instantly' without download, via <a href="https://econsultancy.com/blog/67866-five-implications-of-android-instant-apps-for-marketers/">Android Instant Apps</a>) may become publishing tools for some companies, but not the point of access for the consumer.</p> <p>This can be seen in conversational search and the emergence of intelligent personal assistants such as Alexa.</p> <p>Indeed, watch the video below about Viv, and you'll hear the prediction that app stores will decline and marketplaces on voice activated personal assistants will predominate.</p> <p>That means that developers will have to provide information to services like Viv, such that Viv can learn to offer your services.</p> <p><iframe src="https://www.youtube.com/embed/Rblb3sptgpQ?wmode=transparent" width="560" height="315"></iframe></p> <p>So, if you're not playing around with APIs already, maybe now is the time to start.</p> <p>Once your content has to be understood by machines, not merely presented to customers via a visual interface, this has dramatic implications for data and content strategy.</p>