tag:econsultancy.com,2008:/topics/mobile Latest Mobile content from Econsultancy 2016-12-09T12:57:00+00:00 tag:econsultancy.com,2008:BlogPost/68623 2016-12-09T12:57:00+00:00 2016-12-09T12:57:00+00:00 10 juicy digital marketing stats from this week Nikki Gilliland <p>Don't forget to download the <a href="https://econsultancy.com/reports/internet-statistics-compendium" target="_blank">Internet Statistics Compendium</a> for further insight.</p> <p>Now, let's get straight to it.</p> <h3>British retail to gain a boost from ‘fly-in’ shoppers</h3> <p>According to lastminute.com, London stores are set to get a big boost from Spanish and Italian travellers this weekend, with many taking the opportunity to shop while travelling during Europe’s Immaculate Conception public holiday. </p> <p>Data suggests that that 11% of Spaniards and 10% of Italians that booked to travel through the site will arrive in London this weekend.</p> <p>Combined with the weak pound, this makes the UK capital the top destination for international shoppers.</p> <h3>Emails proven to be effective for prompting purchases after abandonment</h3> <p>Abandoned-basket emails are key to encouraging consumers to complete a transaction according to Experian’s Q3 Email Benchmark Report.</p> <p>It found that customers who receive multiple abandonment emails are 2.4 times more likely to complete a transaction than customers who receive only one.</p> <p><img src="https://assets.econsultancy.com/images/0008/2285/Experian_Report.jpg" alt="" width="600" height="441"></p> <h3>75% of retailers aren’t listening to customer feedback</h3> <p>According to the latest research from eCommera, there is an increasing gap between retailers’ perceptions of the customer experience and the actual reality. </p> <p>In interviews with 500 European retailers, 99% claimed to measure customer loyalty, but only 25% said they use customer feedback to do so. Instead, the majority rely on the number or value of purchases.</p> <p>Large businesses in particular appear to be failing here, with retailers that have a turnover of over £500m per annum claiming 38% of customers are ‘loyal’.</p> <h3>Eight in ten consumers find misleading business info from search</h3> <p>A new survey from Yext has revealed how critical inaccuracies in online business data is misleading consumers.</p> <p>In a survey of 2,000 consumers, eight in ten reported encountering incorrect information about a business when searching online, with 43% of consumers saying that this was not a rare occurrence.</p> <p>The research also found 65% of large UK businesses have incorrect addresses listed online, with 33% listing incorrect phone numbers. </p> <h3>Over half of minority groups feel under-represented in UK ads</h3> <p>The ‘Reflecting Modern Britain’ report by Lloyds has discovered that just 47% of consumers in the UK feel accurately portrayed in advertising.</p> <p>With just 19% of people featured in ads coming from minority groups, there still appears to be a lack of fair representation in the media.</p> <p>The report shows that, while disabled people represent 17.9% of the population, just 0.06% feature in the ads included in the study. </p> <p>Similarly, 0.29% of single parents feature in ads, despite the fact that they make up 25% of the population.</p> <p>Lastly, 35% of survey respondents feel the Asian community did not feature enough in ads, and 31% thought mixed race people were under-represented.</p> <p><img src="https://assets.econsultancy.com/images/0008/2286/Lloyds_study.jpg" alt="" width="740" height="511"></p> <h3>Local businesses prefer to advertise on Facebook </h3> <p>A new report by Borrell Associates has found that local businesses favour Facebook over any other social media platform to advertise.</p> <p>In a survey of 7,564 US businesses that had recently purchased local advertising, 84% now have a social media presence - a figure up from just 57% in 2011.</p> <p>From this percentage, 96% are on Facebook, with 80% having their own Facebook page and 62% buying Facebook ads.</p> <p>Just 51% of local businesses on social media have a Twitter account and 34% use Instagram.</p> <h3>31% of consumers use smartphones to click-through and buy from email </h3> <p>The DMA’s Consumer Email Tracker 2016 report has found that email remains the most-used medium for reaching consumers.</p> <p>Furthermore, 51% of consumers access emails with a smartphone. This percentage also rises to 69% for younger respondents, meaning that smartphones have overtaken desktop as the primary way for young people to access email.</p> <p>The report also found that 41% of millennials have two email addresses, with one often used as a ‘ghost’ account to screen marketing messages.</p> <p><img src="https://assets.econsultancy.com/images/0008/2287/Millennial_emails.jpg" alt="" width="560" height="750"></p> <h3>‘Chewbacca Mom’ is the most viewed Facebook Live video of 2016</h3> <p>It’s that time of year again, when brands look back at the biggest and most talked-about moments of the year.</p> <p>Facebook has just revealed the top ten most viewed Facebook Live videos, with ‘Chewbacca Mom’ taking the top spot.</p> <p>The top five include:</p> <ol> <li>Candace Payne: <a href="https://www.facebook.com/candaceSpayne/videos/10209653193067040/">Chewbacca Mom</a> </li> <li>Ted Yoder: <a href="https://www.facebook.com/tedyoder/videos/10153787061705895/">Soundscapes</a> </li> <li>Buzzfeed: <a href="https://www.facebook.com/BuzzFeed/videos/10155300775200329/">Countdown to the next presidential election</a> </li> <li>Atlanta Buzz: <a href="https://www.facebook.com/atlbuzz/videos/10155052739929832/">People are lining up to hug police officers in Dallas</a> </li> <li>NBC News: <a href="https://www.facebook.com/NBCNews/videos/1562519697101388/">Election results</a> </li> </ol> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FcandaceSpayne%2Fvideos%2F10209653193067040%2F&amp;show_text=0&amp;width=400" width="400" height="400"></iframe></p> <h3>46% of millennials plan to Christmas shop from their smartphone</h3> <p>Catchpoint has revealed how UK consumers are doing their Christmas shopping this year, with younger consumers three times more likely to use their smartphone than older consumers.</p> <p>A big reason appears to be convenience and lower stress levels, with 42% of millennials saying that shopping on their smartphone would result in a happier Christmas gift shopping experience compared to just 29% of older shoppers.</p> <p>Regardless of age, Catchpoint also discovered that bed is the preferred location for shopping online, followed by a desk during a lunch break.</p> <p>Interestingly, a third of millennials also cite a <a href="https://econsultancy.com/blog/68560-five-compelling-reasons-to-offer-free-wi-fi-in-store" target="_blank">lack of Wi-Fi</a> as a reason they’d be put off from Christmas shopping in-store. </p> <p><img src="https://assets.econsultancy.com/images/0008/2288/mobile_shopping.jpg" alt="" width="700" height="370"></p> <h3>Facial tracking reveals John Lewis to be the most engaging Christmas ad</h3> <p>John Lewis’s ‘Buster the Boxer’ is officially the most engaging festive ad, according to the results of a Realeyes study which measures viewers’ emotions by tracking facial expressions.</p> <p>The study involved measuring the emotional reactions of 4,450 people who watched a total of 65 ads.</p> <p>Taking the top spot with 94.8% on the emotionally compelling scale was John Lewis, narrowly beating The Body Shop’s Jungle Bells, which scored 94.1%.</p> <p>While the latter was the highest scoring ad among men, the Robert Dyas’ spoof of the Buster ad was found to be the most engaging for women.</p> tag:econsultancy.com,2008:Report/4351 2016-12-08T15:40:00+00:00 2016-12-08T15:40:00+00:00 The New Marketing Reality <p>There can be no doubt that marketers are keen to embrace new platforms and technologies to help them drive growth. Sadly, it would appear that there is still a <strong>gap between those goals and the methods they have at their disposal to achieve them</strong>.</p> <p>The challenge is that while new technologies and the data that underpins them have the potential to create a truly omnichannel customer experience, marketers' methodologies are still forcing everything through the same <strong>outdated, siloed processes</strong>.</p> <p><strong>The traditional funnel no longer works.</strong> It assumes audiences are linear and predictable in their behaviour. At the same time, it doesn't take into account the fact that people will act the way they want to act, rather than sticking to a sequence designed by marketers.</p> <p>To help marketers break free from these processes that are stopping them from capitalising on the opportunities that more agile, disruptive companies are enjoying, this report identifies some <strong>key areas ripe for change</strong>.</p> <p><strong>The New Marketing Reality</strong> report, produced in association with <a title="IBM Watson Marketing" href="https://www.ibm.com/watson/marketing/">IBM Watson Marketing</a>, explores the challenges that marketers face in the three key battlefields of data, customer experience and business outcomes.</p> <p>Findings include:</p> <ul> <li> <strong>Audience segmentation</strong> is the topmost priority, with 72% of executives stating that they are using their data to support this activity. It is viewed as a standard tactic by even the most laggard of companies. The next most popular data-related activity is <strong>customer journey mapping</strong>, with 67% practising it.</li> <li>The vast majority (80%) of those who rate their ability to understand the customer journey across channels and devices as 'advanced' or 'intermediate' find customer journey mapping or analysis 'highly valuable' and the remaining 20% claim it is 'quite valuable'.</li> <li>Most respondents are still <strong>finding it hard to move out of the channel-focused mindset</strong>, hampered by both technology and organisational structure.</li> <li>Considering that 83% of more advanced companies claim to practise customer journey mapping, we might expect less channel focus but 59% still have <strong>difficulty unifying their data sources</strong> and a further 61% are struggling with the <strong>complexity of their customer touchpoints</strong>.</li> <li>From a business buy-in and organisational perspective, there is still some work to do. The customer journey is still to see the sort of formalised approach that data strategies are only now beginning to enjoy.</li> </ul> <p><strong>Download a copy of the report to learn more.</strong></p> tag:econsultancy.com,2008:TrainingDate/3124 2016-12-05T08:25:13+00:00 2016-12-05T08:25:13+00:00 Content Marketing for Web, Mobile and Social Media - Singapore <p>Brands are increasingly turning to content driven marketing strategies to gain marketplace attention and increase customer engagement in a multi-channel environment. For your marketing to be effective in 2016 and beyond, you will need to provide content that's useful to your customers and that advances your business objectives in a measurable way. It is also vital to create high engagement by building and maintaining a community around your content. </p> <p>The discipline of content marketing provides the framework for ensuring that your content delivers on these essential requirements across all relevant traditional and digital platforms. In addition to covering the basic principles of content marketing, this 2-day workshop seeks to address the challenges of marketers in developing a content strategy and help marketers to create a realistic and sustainable content plan.</p> tag:econsultancy.com,2008:TrainingDate/3119 2016-12-05T07:35:22+00:00 2016-12-05T07:35:22+00:00 Content Marketing for Web, Mobile and Social Media - Malaysia <p>Brands are increasingly turning to content driven marketing strategies to gain marketplace attention and increase customer engagement in a multi-channel environment. For your marketing to be effective in 2015 and beyond, you will need to provide content that's useful to your customers and that advances your business objectives in a measurable way. It is also vital to create high engagement by building and maintaining a community around your content. </p> <p>The discipline of content marketing provides the framework for ensuring that your content delivers on these essential requirements across all relevant traditional and digital platforms. In addition to covering the basic principles of content marketing, this 3-day workshop seeks to address the challenges of marketers in developing a content strategy and help marketers to create a realistic and sustainable content plan.</p> tag:econsultancy.com,2008:TrainingDate/3118 2016-12-05T07:32:53+00:00 2016-12-05T07:32:53+00:00 Content Marketing for Web, Mobile and Social Media - Malaysia <p>Brands are increasingly turning to content driven marketing strategies to gain marketplace attention and increase customer engagement in a multi-channel environment. For your marketing to be effective in 2015 and beyond, you will need to provide content that's useful to your customers and that advances your business objectives in a measurable way. It is also vital to create high engagement by building and maintaining a community around your content. </p> <p>The discipline of content marketing provides the framework for ensuring that your content delivers on these essential requirements across all relevant traditional and digital platforms. In addition to covering the basic principles of content marketing, this 3-day workshop seeks to address the challenges of marketers in developing a content strategy and help marketers to create a realistic and sustainable content plan.</p> tag:econsultancy.com,2008:BlogPost/68591 2016-12-02T14:03:22+00:00 2016-12-02T14:03:22+00:00 All the digital news stories you missed this week Ben Davis <h3>Trump Tower briefly renamed Dump Tower</h3> <p>Over the weekend, Trump Tower was briefly renamed 'Dump Tower' on Google Maps. If that doesn't raise a smile then all hope is lost.</p> <p><a href="http://edition.cnn.com/2016/11/27/politics/dump-tower-trump-google-maps/index.html">More from CNN</a></p> <p><img src="https://assets.econsultancy.com/images/0008/2002/dump.jpg" alt="trump tower" width="307" height="173"></p> <h3>H&amp;M arguably wins Xmas</h3> <p>H&amp;M may have left it late (relatively) to reveal its Christmas ad, but it has certainly hit the mark with a story directed by Wes Andersen and starring Adrien Brody.</p> <p>The ad was created by Adam&amp;Eve/DDB, the same agency that produced <a href="https://econsultancy.com/blog/68512-john-lewis-combines-tv-ad-with-snapchat-lens-and-email/">John Lewis’ Buster the Boxer campaign</a>.</p> <p>It feels like the retailer has taken the advert-as-feature-film to its logical conclusion.</p> <p><iframe src="https://www.youtube.com/embed/VDinoNRC49c?wmode=transparent" width="560" height="315"></iframe></p> <h3>Facebook Messenger launches Instant Games</h3> <p>Facebook has launched Instant Games on Messenger in 30 countries, with an initial 17 games to try.</p> <p>Using HTML5, the games load quickly in your message thread and are designed to be played competitively with friends.</p> <p><img src="https://assets.econsultancy.com/images/0008/2003/ig.png" alt="messenger games" width="600" height="341"></p> <h3>Black Friday stats roundup</h3> <p>Nikki Gilliland has rounded up some <a href="https://econsultancy.com/blog/68587-black-friday-cyber-monday-2016-ecommerce-stats-bonanza/">stats from the annual shopping bonanza</a>.</p> <p>Adobe figures shows that online sales records in the US hit $3.34bn on Black Friday, a 17.7% increase on sales last year.</p> <p>Lego Creator Sets were the top toy, and iPads the top electronics sold.</p> <p>Travel is an increasing hit over this sales period, with data from Sojern showing a 21% increase in flight bookings on Cyber Monday compared to the previous Monday (this figure was only 9% in 2015).</p> <p><em>Lego was a favourite on Black Friday</em></p> <p><img src="https://assets.econsultancy.com/images/0008/1970/Lego.JPG" alt="lego" width="536" height="345"></p> <h3>Important chihuahua news</h3> <p>This week Virgin America began its <a href="https://www.virginamerica.com/cms/about-our-airline/press/2016/virgin-america-unleashes-tinydogstinyfares-cyber-monday-deal.html">#TinyDogsTinyFares</a> Cyber Monday deal, with cheaper seats and a pledge for each booking from Virgin America of $10 to animal charities.</p> <p>The move coincides with 'Operation Chihuahua' airlift – where the airline flies Chihuahuas from San Francisco (which has an epidemic of pound chihuahuas) to New York and new homes.</p> <p>It goes without saying, the promo video is too good to miss.</p> <p><iframe src="https://www.youtube.com/embed/6znipyolCMQ?wmode=transparent" width="560" height="315"></iframe></p> <h3>Nokia phones will be back in 2017</h3> <p>Nokia has signed a 10-year brand licensing deal with Finnish startup HMD, which will produce a range of smartphones and feature phones.</p> <p>The company is confident that the brand still carries enough weight to compete, particularly selling feature phones to markets such as Russia and Africa.</p> <p><a href="http://www.telegraph.co.uk/technology/2016/12/01/new-nokia-phones-revealed-early-2017/">More from The Telegraph.</a></p> <h3>Napoleon Dynamite sells cheesy tots for Burger King</h3> <p>Burger King continues to listen to its fans online and introduce retro menu items they have been pining for.</p> <p>Last year it was chicken fries, now it's cheesy tots. And they've managed to get Napoleon Dynamite to advertise them. Genius. </p> <p><iframe src="https://www.youtube.com/embed/bNSZIEG7gRg?wmode=transparent" width="560" height="315"></iframe></p> <h3>Accenture Interactive acquires Karmarama</h3> <p>The trend for consultancies buying agencies hits the UK, with Accenture Interactive buying the large independent Karmarama.</p> <p><a href="https://econsultancy.com/blog/68570-consultancies-are-buying-agencies-what-does-it-mean-for-marketing/">We took a look at what the trend means for marketing.</a> </p> <p><img src="https://assets.econsultancy.com/images/resized/0008/1842/karma-blog-flyer.png" alt="karmarama" width="470" height="321"></p> <h3>Clarkson, Hammond and May launch DriveTribe</h3> <p>The former Top Gear trio this week launched DriveTribe, a motoring community online which they hope will become as synonymous with automotive user generated content as TripAdvisor is for travel.</p> <p>DriveTribe is backed by 21st Century Fox and other equity firms, and is a completely separate venture to Prime's The Grand Tour.</p> <p><a href="https://econsultancy.com/blog/68576-we-take-a-spin-through-clarkson-may-hammond-s-drivetribe-network">We took a spin around the new platform</a>.</p> <p><img src="https://assets.econsultancy.com/images/0008/1912/Screen_Shot_2016-11-30_at_11.03.27.png" alt="drive tribe" width="615" height="318"></p> <h3>Netflix now allows download to watch offline</h3> <p>Bringing its functionality level with Amazon Prime, Netflix <a href="https://media.netflix.com/en/company-blog/downloads-make-it-even-easier-to-watch-netflix-on-the-go">now allows app users</a> to download shows in order to watch offline.</p> <p><img src="https://assets.econsultancy.com/images/0008/2004/download.png" alt="netflix download" width="300" height="533"></p> <h3>Amazon grocery stores to open soon</h3> <p><a href="https://www.ft.com/content/8aa89e26-b1b9-11e6-a37c-f4a01f1b0fa1">The Financial Times reports</a> that Amazon is soon to open two grocery stores in Seattle.</p> <p>Both stores will be similar to drive-throughs, with customers able to collect groceries they have ordered online.</p> <p>The move is Amazon's latest push into groceries, a market where the logistics specialist sees room for considerable growth.</p> tag:econsultancy.com,2008:BlogPost/68590 2016-12-02T10:31:15+00:00 2016-12-02T10:31:15+00:00 10 dazzling digital marketing stats from this week Nikki Gilliland <p>This week’s roundup is unashamedly festive, with news about Christmas shopping, social media conversation, consumer trust and more.</p> <p>Don’t forget to download the <a href="https://econsultancy.com/reports/internet-statistics-compendium">Internet Statistics Compendium</a> for more trusty insight.</p> <h3>85% of UK consumers to buy half of their Christmas gifts online</h3> <p>With <a href="https://econsultancy.com/blog/68587-black-friday-cyber-monday-2016-ecommerce-stats-bonanza/" target="_blank">Black Friday and Cyber Monday</a> out of the way, Tryzens has revealed that the majority of UK consumers will shop for Christmas online this year.</p> <p>A survey found that 85% of UK consumers will buy at least half their gifts online, while 56% will shop via their smartphones and tablets.</p> <p>22% of people are also reported to have started their Christmas shopping in October and 33% in November.</p> <p>Lastly, a very eager 5% started way back in January 2016.</p> <h3>Over 50% of top UK sites use at least one content recommendation engine</h3> <p>The New Yorker recently stopped using <a href="http://www.8ms.com/2014/02/20/rise-content-recommendation-engines/" target="_blank">content recommendation engines</a> – or monetization platforms known for their 'Around the Web' suggestions – due to allegations that they potentially support questionable content.</p> <p>However, SimilarTech has found that they are in widespread use both in the UK and US.</p> <p>Over 50% of top media sites in the UK use one or more them, and 75 out of 100 biggest online publications do the same.</p> <p>In fact, going against the assumption that they are going out of favour, the number of sites using content recommendation engines appears to be growing.</p> <p><img src="https://assets.econsultancy.com/images/0008/1992/Number-of-Sites-Using-Taboola-and-Outbrain---Top-10k-sites.png" alt="" width="750" height="364"></p> <h3>Christmas conversation hits social peak on 1st December</h3> <p>New insight from Carat UK suggests we’re less excited about Christmas this year, with a 5% decrease of Christmas mentions on Twitter.</p> <p>However, while figures suggest that 45% of people start to feel excited about Christmas ahead of December, it only become socially acceptable to start posting from 1st December, demonstrated by the fact that Christmas tweets increased by a whopping 65% on the same day last year.</p> <p>As a result of the collective excitement on 1st December people start planning which gifts to buy people, though 46% of shoppers are said to leave present buying to the second half of the month.</p> <p><img src="https://assets.econsultancy.com/images/0008/1991/Social_Christmas.JPG" alt="" width="710" height="385"></p> <h3>Delivery options to determine choice of retailers</h3> <p>According to Shutl, retailers need to rely on more than reputation to ensure sales this Christmas.</p> <p>In a survey of 1,070 online shoppers, 95% said they would consider going to another retailer if a site couldn’t offer a delivery that suited their needs. Likewise, 41% said they’d definitely shop elsewhere if the last mile delivery wasn’t right for them.</p> <p>With 42% of shoppers having higher online delivery expectations than in 2015, the pressure for retailers is on.</p> <h3>Married male millennials are the most engaged consumers, apparently</h3> <p>A study by Affinion has delved into the engagement levels of consumers all over the world.</p> <p>In a Customer Engagement Score of between one and 100, millennials were found to have the highest.</p> <p>Those that were married also reported higher engagement levels, with an average score of 67 compared with 64 in singletons.</p> <p>Likewise, males are the most engaged gender, reporting a stronger bond with their banks and mobile phone providers.</p> <h3>M&amp;S named as the UK’s favourite Christmas shop</h3> <p>New research from Rakuten Marketing has revealed that Marks &amp; Spencer is officially the nation’s favourite Christmas shop, with nearly a third of Brits planning to spend the most there this December.</p> <p>In second position is Boots, and despite a <a href="https://econsultancy.com/blog/68484-the-top-10-most-shared-christmas-ads-of-all-time" target="_blank">strong advertising presence at this time of year,</a> John Lewis comes in third.</p> <p>The survey found that just 27% of British consumers make gift purchase decisions based on a brand’s Christmas TV ad campaign. Instead, 33% say they use retailer websites to source information, and 31% say recommendations from family and friends.</p> <p><img src="https://assets.econsultancy.com/images/0008/1994/M_S.jpg" alt="" width="700" height="466"></p> <h3>31% of shoppers abandon baskets due to complicated payment processes</h3> <p>In a survey of 1,000 UK adults, PPRO Group has discovered that online merchants are failing to offer customers their preferred payment option, resulting in 31% of consumers <a href="https://econsultancy.com/blog/67120-12-ways-to-reduce-basket-abandonment-on-your-ecommerce-site/" target="_blank">abandoning purchases at the checkout</a>.</p> <p>The survey also found that, this Christmas, 61% of consumers will be buying gifts online at home while watching TV, while 13% will shop from their smartphones while lying in bed.</p> <p>Bad news for employers - 17% also admit they will be buying their Christmas gifts online while at work.</p> <h3>UK sees higher online conversation rates than US </h3> <p>The Ecommerce Quarterly report from Monetate has revealed that UK retailers are faring better when it comes to online conversions.</p> <p>It found that the UK is converting more than the US for the second year in a row, taking into account figures from both 2015 and 2016.</p> <p>What’s more, while add-to-basket rates have dropped in the US, the UK’s has steadily increased. </p> <p>Average order value also saw month-on-month improvement in the UK throughout the last year.</p> <p><img src="https://assets.econsultancy.com/images/0008/1993/Monetate.JPG" alt="" width="780" height="142"></p> <h3>User-generated content results in greater consumer trust</h3> <p>A new report by Olapic has found that user-generated images are much more likely to generate consumer trust than those created by marketers.</p> <p>In a survey of more than 4,500 active social media users in the US and Europe, 46% of people said they would place trust in user generated content, with just 27% saying they’d trust content created by brands. Only 5% said they would trust straight-forward advertising. </p> <p>In terms of the preferred forms of user generated content, 52% cited photos as the best, ahead of 27% for video and 12% for written content.  </p> <p><img src="https://assets.econsultancy.com/images/0008/1995/Starbucks_UGC.JPG" alt="" width="750" height="479"></p> tag:econsultancy.com,2008:TrainingDate/3111 2016-12-02T05:28:22+00:00 2016-12-02T05:28:22+00:00 Content Marketing for Web, Mobile and Social Media - Singapore <p>Brands are increasingly turning to content driven marketing strategies to gain marketplace attention and increase customer engagement in a multi-channel environment. For your marketing to be effective in 2016 and beyond, you will need to provide content that's useful to your customers and that advances your business objectives in a measurable way. It is also vital to create high engagement by building and maintaining a community around your content. </p> <p>The discipline of content marketing provides the framework for ensuring that your content delivers on these essential requirements across all relevant traditional and digital platforms. In addition to covering the basic principles of content marketing, this 2-day workshop seeks to address the challenges of marketers in developing a content strategy and help marketers to create a realistic and sustainable content plan.</p> tag:econsultancy.com,2008:Report/4316 2016-11-30T12:05:00+00:00 2016-11-30T12:05:00+00:00 User Experience and Interaction Design for Mobile and Web <p>This guide to <strong>mobile and web user experience (UX) best practice</strong> aims to cover all the key aspects of product design for desktop and mobile, and equip you with the tools and techniques that will work for your project to help you achieve clear, measurable business objectives.</p> <p>It is aimed at a wide range of readers:</p> <ul> <li>Newcomers to the topic, for whom we have tried to uphold the principles of good design ourselves by ensuring that everything in this guide is easy to understand, even with little prior knowledge.</li> <li>People who have come across, or worked with, some of the principles of interaction design, for whom we hope there will be plenty to digest and think about, especially the evolving way that user experience principles are spreading throughout modern business. It could even be argued that they’re becoming part of the essential foundations of successful organisations.</li> <li>Experts who want to update their knowledge and set their perspectives in context with other leaders.</li> </ul> <p>The report contains some useful <strong>reflections on the state of UX as a discipline</strong>, including an overview of how organisations that are getting it right are organising their teams to build products that people like to use.</p> <p>It’s also full of <strong>contributions from some of the top experts in usability and interaction design</strong> to help you anticipate what will be relevant to your organisation in the future.</p> <p>Econsultancy would like to thank the following people for their contributions to this report:</p> <ul> <li>Jane Austin, Director of Design and User Experience, Moo.com</li> <li>Hugo Cornejo, Head of Design, Monzo</li> <li>Jonathon Moore, Chief Product Officer, Trainline</li> <li>Kate Shaw, Freelance UX Consultant</li> <li>Tom Wood, Founder and Managing Partner, Foolproof</li> </ul> tag:econsultancy.com,2008:BlogPost/68560 2016-11-28T11:31:38+00:00 2016-11-28T11:31:38+00:00 Five compelling reasons to offer free Wi-Fi in-store Nikki Gilliland <p><img src="https://assets.econsultancy.com/images/0008/1743/WIFI.png" alt="" width="300" height="517"></p> <p>What can I say? I’m a consumer cliché - and a great example of why retailers should be offering Wi-Fi in-store.</p> <p>Despite many retailers introducing it quite a few years ago, a suprising number of others have failed to do so.</p> <p>Here are five reasons to explain further.</p> <h3>Immediate affinity with a brand</h3> <p>According to research, more than <a href="http://www.retailtouchpoints.com/topics/mobile/more-than-90-of-consumers-use-smartphones-while-shopping-in-stores" target="_blank">90% of consumers now use their smartphone</a> while shopping in-store.</p> <p>So, first and foremost, that is a huge percentage of people walking through the door that a retailer could potentially target. </p> <p>If a store does not have Wi-Fi, I doubt it would impact the customer’s perception too negatively. </p> <p>But on the flip side, customers are much more likely to have a positive response towards those that do.</p> <p>Regardless of what I used it for, I certainly appreciated Anthropologie allowing me to log-in whilst perusing their irresistible over-priced candles.</p> <h3>Aids the path to purchase</h3> <p>So why would a person use Wi-Fi in-store, other than to check their WhatsApp messages? </p> <p>SessionM's 2015 study found that approximately 54% of consumers use their smartphones to compare prices, while 48% and 42% use it to search for product information and read reviews respectively. </p> <p>You’ve probably heard of '<a href="https://econsultancy.com/blog/62447-13-ways-for-retailers-to-deal-with-the-threat-of-showrooming/" target="_blank">showrooming</a>' – a phrase that refers to when a customer browses in-store before buying online. However, ‘web-rooming’ is apparently becoming even more popular, meaning to browse online before buying in-store. </p> <p>Rather cringe-worthy terms, I know. </p> <p>But the point is that Wi-Fi enables both. Even a combination of the two.</p> <p>John Lewis is one retailer that introduced Wi-Fi into stores a few years ago, with the aim of facilitating this new type of consumer behaviour.</p> <p><img src="https://assets.econsultancy.com/images/0008/1739/John_Lewis_Wifi.JPG" alt="" width="700" height="487"></p> <p>By making it easier to shop in-store, and ensuring transparency, the retailer is able to deliver on its famous promise of being ‘never knowingly undersold’.</p> <h3>Encourages more time in-store</h3> <p>Unsurprisingly, Wi-Fi means that customers are more likely to linger in a store for longer.</p> <p>More importantly, around 50% are likely to spend more as a result.</p> <p>With many people using Google Maps and various apps to find where they can access Wi-Fi, it also has the potential to increase foot traffic, acting as a great incentive to enter a store.</p> <p>While this has been standard practice for coffee shops and cafés for a while, only the biggest department stores and flagship shops tend to have it as standard.</p> <h3>Marketing opportunity</h3> <p>Many Wi-Fi solutions allow brands to create custom-made landing pages before a user even signs in. This is a great promotional opportunity.</p> <p>Whether it’s a current deal or or simply a nice bit of copy saying 'welcome' – it allows the retailer to engage with the customer at this first point of contact.</p> <p>Retailers can also use it to promote special or unique services that are exclusive to in-store shoppers only.</p> <p>The Foyles branch on Charing Cross Road is a great example of this. </p> <p>On opening the WiFi, users are met with a map of the store that allows them to find specific books as well as search the store to check if an item is in stock.</p> <p><img src="https://assets.econsultancy.com/images/0008/1740/Foyles_map.JPG" alt="" width="500" height="552"></p> <p>While my colleague Ben found both <a href="https://econsultancy.com/blog/65096-can-bookshops-like-foyles-benefit-from-digital-in-store/" target="_blank">positives and negatives to the in-store digital experience</a> when it first launched, it is still a great example of how to increase value for consumers.</p> <h3>Captures customer data</h3> <p>Lastly, one of the most obvious reasons a retailer should offer Wi-Fi – the opportunity to retarget customers once they have left the store.</p> <p>With many people more than willing to enter an email address in exchange for the service, retailers can easily follow up with related offers or promotions depending on what a customer did or didn’t purchase.  </p> <p>Likewise, valuable customer data such as demographic information and dwell time can help retailers gain a much better understanding of exactly who is walking through the door.</p>