tag:econsultancy.com,2008:/topics/mobile Latest Mobile content from Econsultancy 2018-01-19T10:58:25+00:00 tag:econsultancy.com,2008:BlogPost/69738 2018-01-19T10:58:25+00:00 2018-01-19T10:58:25+00:00 What marketers need to know about WhatsApp Business Patricio Robles <p>But Facebook has proven adept at monetizing not only its own social network, but another popular service it acquired for a ten-figure amount, Instagram, and the social media giant's efforts to turn WhatsApp into a revenue generator are becoming more apparent by the day.</p> <p>Case in point: WhatsApp yesterday <a href="https://blog.whatsapp.com/10000637/Introducing-the-WhatsApp-Business-App">announced</a> the launch of WhatsApp Business. Here's what marketers need to know about it.</p> <h3>It's an Android app</h3> <p>WhatsApp Business is an Android app designed for small businesses. Using the app, businesses can create and manage business profiles, which are like Facebook Pages for WhatsApp. These contain basic information about the business, such as a description, email address, physical address and website URL.</p> <p>The app also provides messaging tools that enable businesses to more easily communicate with their customers through WhatsApp. These tools include the ability to set up automated greeting and away messages, as well as to define quick replies for common requests.</p> <p><img src="https://assets.econsultancy.com/images/resized/0009/1771/replies-blog-flyer.jpg" alt="" width="350"></p> <h3>Using WhatsApp Business unlocks desktop functionality</h3> <p>Businesses that use WhatsApp Business won't need to use the Android app exclusively to send and receive messages. Instead, they'll be able to use a WhatsApp Business web application, making it possible for them to manage their WhatsApp presence from the desktop.</p> <h3>It's available in several countries to start but will be available globally soon</h3> <p>WhatsApp Business can be downloaded through the Google Play Store in the U.S., U.K., Mexico, Italy and Indonesia. WhatsApp says that the app will roll out globally “in the coming weeks.”</p> <h3>WhatsApp will provide analytics data</h3> <p>To help businesses better understand how their WhatsApp Business activities are working, WhatsApp will give them access to analytics data, such as the number of messages read. While it sounds like the analytics functionality will be fairly rudimentary to start, given Facebook's experience in this area on its core social network and Instagram, expect this to be one area it develops over time.</p> <h3>Business accounts will be designated as such</h3> <p>Businesses that set up profiles by using WhatsApp Business will have their profiles labeled as business profiles so that WhatsApp users who interact with those profiles understand they're interacting with a business. </p> <p>WhatsApp is also verifying some business profiles by confirming that the phone number on the account matches the phone number of the business. Verified businesses feature a label indicating that they've been verified.</p> <h3>Businesses can't communicate with all users</h3> <p>Businesses using WhatsApp Business won't be able to contact WhatsApp users at their leisure. Instead, users must opt in to receive communications from a business. This means that businesses wanting to put the messaging platform to good use will need to develop marketing and engagement strategies that promote such opt-in. </p> <h3>Paid features are likely coming</h3> <p>Last year, WhatsApp chief operating officer, Matt Idema, <a href="https://www.wsj.com/articles/facebook-tees-up-whatsapp-to-make-money-1504609201">told the Wall Street Journal</a> that the company eventually plans to launch paid features for businesses. Idema did not reveal what those paid features might be but it's logical to assume that, at least initially, WhatsApp will target paid features to larger enterprises that are more likely to pay for such features.</p> <p>While WhatsApp Business is designed for small businesses, WhatsApp is also allowing larger companies like KLM Royal Dutch Airlines to interact with users by integrating their own applications into the WhatsApp platform directly.</p> <h3>So should businesses jump on the WhatsApp train?</h3> <p>WhatsApp is an incredibly attractive platform for businesses. With more than 1.3bn users, it's larger than Instagram, which Facebook has developed into one of the most popular social platforms for marketers. WhatsApp users are also incredibly engaged, sending more than 55bn messages each day.</p> <p>With usage like that, it's no surprise that <a href="https://www.econsultancy.com/blog/68695-how-brands-are-using-whatsapp-for-marketing">some marketers are finding success using WhatsApp</a>. For instance, Morning Consult says that 80% of small businesses in India and Brazil that are on WhatsApp indicate that the messaging platform is helping them communicate with their customers and grow their businesses.</p> <p>Of course, WhatsApp is a messaging app, so it's not quite like Facebook and Instagram and shouldn't be treated the same way. It's also more popular in some countries than others, which will realistically influence just how successful any particular business will be on the platform.</p> <p>For instance, WhatsApp is far more popular in India than it is in the U.S. So the ability of businesses to gain from their use of WhatsApp Business will probably be based in part on the popularity of WhatsApp where they're located.</p> <p>While business use of messaging platforms in the U.S. and Europe isn't as robust as it is in, say, Asia, because of its size and Facebook backing, WhatsApp is a logical platform on which Western businesses can start experimenting with messaging and WhatsApp Business will make it easier for them to do that.</p> tag:econsultancy.com,2008:BlogPost/69727 2018-01-17T12:26:00+00:00 2018-01-17T12:26:00+00:00 How retailers are using geofencing to improve in-store CX Nikki Gilliland <p>Geofencing doesn't always guarantee customer satisfaction, of course. Back in its infancy, the technology was criticised for potentially offering more annoyance than anything of real value to consumers. In order to succeed then, geofencing has to go beyond the norm and actually change the customer's experience for the better.</p> <p>So, what are retailers doing exactly, and what real value does it hold for consumers? Here’s more on the story plus a few brand examples.</p> <h3>Navigation and product search</h3> <p>Apps are no longer thought of as an isolated medium. Many brands now integrate this technology into the in-store experience to better fuse the online and offline worlds. For example, fitness retailer Under Armour allows shoppers to scan barcodes on products to find out additional information. </p> <p>Geofencing can be another valuable element of brand apps, further enhancing the experience of browsing and shopping in a physical location. </p> <p>Home Depot is one effective example, first rolled out in 2014. Its app automatically switches to an ‘in-store’ mode when a consumer enters, allowing them to gain additional features like the ‘product locator’ tool. By using location-based technology, the app automatically detects which store the user is in, giving them a map to specific products based on their exact position.</p> <p>Book store Foyles also uses a similar feature when customers enter its flagship London store, albeit a much less sophisticated version that <a href="https://econsultancy.com/blog/68560-five-compelling-reasons-to-offer-free-wi-fi-in-store" target="_blank">appears on the user’s browser</a> after the customer connects to in-store WiFi.</p> <p>However, both demonstrate the unexpected value geofencing can bring. While shoppers are unlikely to expect this type of technology, the help and added convenience can certainly enhance the customer experience (as well as make it less mundane) – which is also likely to stick in the mind of the consumer when they think about the brand in future.</p> <p><img src="https://assets.econsultancy.com/images/0009/1681/Home_Depot_App.JPG" alt="" width="780" height="471"></p> <p><em>(Image via <a href="https://virtualrealitytimes.com/2017/03/31/the-home-depot-app-augmented-reality/" target="_blank">Virtual Reality Times</a>)</em></p> <h3>Greater convenience</h3> <p>Another way geofencing can enhance CX is to improve logistics, leading to greater convenience for both brands and consumers. </p> <p>In 2016, Mcdonalds started testing geofencing in its mobile app to optimise food preparation time. In order to avoid long wait-times and the potential for cold food, the app detects when a customer is getting closer. Staff are then alerted when they should start preparing the order, theoretically meaning the customer will arrive at the perfect time to receive it. </p> <p>Do customers really care enough about this feature for it to have any real impact on CX? It's hard to say, as the proportion of people ordering in advance at McDonalds might be quite slim to begin with. However, I can see how the added convenience might be beneficial.</p> <p><img src="https://assets.econsultancy.com/images/0009/1684/mcdonalds_app.JPG" alt="" width="600" height="505"></p> <p>Elsewhere, similar use of the technology can aid convenience in airports by providing information such as approximate walking times and shortest queues. For retailers, geofencing in airports can also lead to better targeting opportunities, with the ability to remind consumers about items or services they might need before travelling. </p> <h3>In-store gamification</h3> <p>Geofencing is most commonly used to offer consumers rewards to encourage purchases. App creator Shopkick also goes one step further by helping retailers to ramp up in-store offers, extending it to dressing rooms and other pre-purchase behaviour.</p> <p>For example, US retailer American Eagle gives customers so-called rewards to incentivise try-ons. To some extent, this turns the in-store experience into something of a game, with shoppers more likely to try on additional items in order to see what they might receive in return. As a result, this behaviour increases the likelihood of a purchase, as it forces customers to seriously consider items they might have otherwise left on the rail.</p> <p>Furthermore, this type of beacon-technology can also help brands to retarget customers at a later date. If a consumer tries on an item in an American Eagle store, the retailer can then use this data to send a related email or product offer, also helping to connect the dots between offline and online brand communication. Again, retailers need to be careful here that they are not simply nagging customers, but are targeting those who demonstrate real interest (and not just a one-off interaction).</p> <p><img src="https://assets.econsultancy.com/images/0009/1683/american_eagle.JPG" alt="" width="700" height="453"></p> <h3>Immediate customer feedback</h3> <p>Finally, geofencing can also be highly beneficial to retailers that are continuously striving to improve the customer experience. This is because the technology can be used to prompt shoppers to provide real-time feedback, with consumers also more likely to deliver it when it is fresh in their minds.</p> <p>There is the potential for annoyance again here, as shoppers could potentially be put off by being asked about their opinion or experience. That being said, it also shows greater interest from the brand, which could help to improve positive sentiment overall. The likelihood of this tactic working is also increased if the experience typically relies on good or fast customer service, such as in a restaurant or bank. </p> <p>All in all, this data can be highly valuable for CX-focused brands, even giving them a chance to turn around or address poor experience with a targeted apology or special offer.</p> <p><img src="https://assets.econsultancy.com/images/0009/1685/customer_feedback.JPG" alt="" width="596" height="392"></p> <h3>Preventing geofencing becoming creepy</h3> <p>While the aforementioned benefits are likely to improve CX, that’s not to say that all customers are open to the idea of geofencing. Occasionally, this use of data can come across as creepy – even unfair if consumers have not knowingly given consent.  </p> <p>The key to this is to be entirely transparent.</p> <p>While geofencing automatically requires the consumer to permit their location data to be used by others (usually via an app), not all consumers will be aware that they have done so. As a result, it is vital for brands to fully state why and how they are using it in order to reassure users and convince them of the benefits (particularly where stricter data regulations apply, such as the <a href="https://econsultancy.com/hello/gdpr-for-marketers/">GDPR</a>).</p> <p><em><strong>Related reading:</strong></em></p> <ul> <li><em><a href="https://www.econsultancy.com/blog/69269-17-stats-that-show-why-cx-is-so-important">17 stats that show why CX is so important</a></em></li> <li><em><a href="https://econsultancy.com/blog/69286-five-innovators-of-the-in-store-customer-experience">Five innovators of the in-store customer experience</a></em></li> <li><em><a href="https://econsultancy.com/blog/69223-five-ways-retailers-are-helping-in-store-shoppers-using-digital-channels">Five ways retailers are helping in-store shoppers using digital channels</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/69718 2018-01-15T13:00:00+00:00 2018-01-15T13:00:00+00:00 What’s next for WeChat in 2018? Nikki Gilliland <p><a href="https://www.econsultancy.com/blog/68836-eight-western-brands-running-innovative-campaigns-on-china-s-wechat" target="_blank">For brands</a>, it has resulted in a huge opportunity to communicate directly with consumers, not just advertise to them. By creating their own mini sites within the app, brands ranging from Burberry to Uniqlo have been able to successfully engage WeChat’s ecommerce-hungry audience.</p> <p>Meanwhile, WePay – the app’s payment system – has ensured users remain ever-more loyal. With the equivalent of $1.2 trillion being sent in 2016, the feature has revolutionised the way Chinese consumers pay. When you add in other features like low-cost calls, mini programs (apps that do not have to be downloaded separately), and the social ‘moments’ – it’s clear why consumers might not feel the need to look elsewhere.</p> <p>So, how is WeChat planning on keeping its 900m strong user base happy? Here’s a run-down of some of the newest features on the app, plus indication of where it might be heading in the near future. </p> <p>You can also read more about the topic in Econsultancy’s <a href="https://econsultancy.com/reports/understanding-wechat-an-overview-of-china-s-social-payment-and-messaging-giant/" target="_blank">Understanding WeChat</a> report.</p> <h3>Integrated AR</h3> <p>We’ve already seen Tencent (owner of WeChat) setting its sights on the world of virtual and augmented reality, with streamed VR concerts and investment in the development of headsets. </p> <p>More recently, however, it announced a new intention to bring this technology into WeChat with QAR - an open AR platform for third-party developers.  </p> <p>There’ll be no headsets involved, as it is aiming to make detailed objects look realistic on smartphones through 3D rendering. It’s also been reported that Tencent is developing simultaneous localisation and mapping (SLAM) technology, which will be able to calculate the position of virtual objects relative to their environment.</p> <p>Perhaps this new investment is a reaction to WeChat’s mobile payments rival, Alibaba, bringing an <a href="https://www.econsultancy.com/blog/69455-five-new-and-innovative-examples-of-augmented-reality-in-retail-apps" target="_blank">AR-element</a> to its last hongbao campaign (the tradition of giving cash in red envelopes to celebrate the Lunar New Year). In the same fashion as Pokémon Go, it allowed users to collect virtual red envelopes left in various real-life locations. </p> <p>However, while Tencent did launch a similar hongbao promotion on its QQ Messenger service, WeChat still <a href="https://technode.com/2017/02/02/alipays-ar-powered-lucky-money-promotion-couldnt-beat-wechats-hongbao-feature/" target="_blank">won the battle</a> against Alibaba in terms of red envelopes sent. If AR is added into the mix in future, it’s easy to see how WeChat might further increase its domination of this popular event – and draw in even more users with the promise of more interactive in-app technology.</p> <p><img src="https://assets.econsultancy.com/images/0009/1672/WeChat_hongbao.JPG" alt="" width="496" height="440"></p> <p><em>(Image via <a href="http://www.digitalstrategyconsulting.com/netimperative/news/2015/02/wechat_users_sends_1bn_virtual_red_envelopes_for_chinese_new_year.php" target="_blank">Digital Strategy Consulting</a>)</em></p> <h3>International expansion?</h3> <p>Previously, WeChat’s attempts to expand to other markets have proved less successful than hoped. With widespread <a href="https://econsultancy.com/blog/69046-has-wechat-beaten-facebook-to-the-enterprise" target="_blank">adoption of Facebook</a> Messenger and Whatsapp in countries including the US, South Africa, Argentina and Italy – WeChat’s late entry into the market has somewhat hindered its progress. </p> <p>Similarly, with a lack of localisation and the absence of many integrated features that make it so popular in China, it has failed to catch the imagination of consumers. </p> <p>Nevertheless, WebChat is ploughing on, recently changing its globalisation strategy to focus on forming new partnerships with businesses rather than acquiring new users. What’s more, it is hoping to drive interest by partnering with firms to allow WeChat Pay in other markets. </p> <p>Most significantly perhaps, it has rolled out its full WeChat ecosystem in Malaysia, meaning locals can link their bank accounts to WeChat Pay. With previous limitations on localised services, this could generate greater usage of other features within the app including booking appointments, taxis and so on, perhaps then leading to greater expansion elsewhere. It also means that Chinese travellers can avoid cash payments, and if this is replicated in other markets, will potentially make the app more travel-friendly.</p> <p><img src="https://assets.econsultancy.com/images/0009/1616/wechat_pay.JPG" alt="" width="650" height="494"></p> <p><em>(Image via <a href="http://says.com/my/tech/wechat-pay-is-coming-to-malaysia" target="_blank">Says.com</a>)</em></p> <h3>Finding mini programs nearby</h3> <p>Since January last year, mini programs (or embedded apps) have allowed brands from a variety of industries to reach consumers more easily. Without the need to download a separate app, mini programs are faster and less data-heavy, allowing users to do everything from order food to translate language without ever leaving WeChat. </p> <p>Recently, Tencent introduced a new feature to allow for the bidding of ad space in the ‘Mini Programs Nearby’ list. Essentially, this means that users are provided with a list of mini programs based on their location, age, gender, and other metrics.</p> <p>For ecommerce brands, the opportunity to deliver relevant and personalised communication is an undoubtedly enticing prospect – as is the chance to connect users with hyper-local offline experiences. Mini programs are designed to be unobtrusive, as they only appear when the service in question is required. For example, bike sharing brand Mobike allows users to rent a bike (via the mini program) by scanning a QR code at a pick-up point.</p> <p>Instead of having to download an existing app, it means that users can naturally discover and interact with brands in real-time.</p> <p><img src="https://assets.econsultancy.com/images/0009/1673/mobike.JPG" alt="" width="680" height="586"></p> <p><em>(Image via <a href="https://chinachannel.co/use-wechat-mini-programs/" target="_blank">China Channel</a>)</em></p> <h3>Digital ID </h3> <p>Finally, WeChat has also launched a new pilot program for a digital ID, initially rolled out in the Nansha district in Guangzhou before expanding elsewhere. It means that citizens will be able to link their national identity to WeChat via facial recognition, which users can then display on their smartphones. </p> <p>With ID cards typically required for everything from buying train tickets to booking a hotel in China, the option of a digital version takes away the need to carry around physical cards. </p> <p>Furthermore, it is likely to further integrate WeChat into the habits of users’ everyday lives – further cementing its status as the ultimate ‘app for everything’.</p> <p><img src="https://assets.econsultancy.com/images/0009/1618/wechat_ID.JPG" alt="" width="600" height="392"></p> <p><em>(Image via <a href="http://www.chinadaily.com.cn/a/201712/27/WS5a435749a31008cf16da3caa.html" target="_blank">China Daily</a>)</em></p> <p><em><strong>Don't forget, subscribers can download <a href="https://econsultancy.com/reports/understanding-wechat-an-overview-of-china-s-social-payment-and-messaging-giant/" target="_blank">Understanding WeChat: An Overview of China’s Social, Payment and Messaging Giant</a> now.</strong></em></p> tag:econsultancy.com,2008:BlogPost/69710 2018-01-15T10:45:00+00:00 2018-01-15T10:45:00+00:00 Why apps are a key part of mobile strategy for charities Nikki Gilliland <p>With mobile usage at an all-time high, charities could be losing out as a result of a lack of focus in this channel. Apps are another area that remain largely underused, with just 25% of charities accepting donations via their mobile apps. Of course, fundraising is just one benefit, alongside the potential for increased awareness, engagement, and advocacy. </p> <p>So, why exactly should charities consider investing in apps, and what does a successful one look like? </p> <p>Here’s more on the current situation, plus examples of a few charities that are leading the way when it comes to mobile.</p> <h3>Reaching a younger demographic</h3> <p>Research suggests that millennials are spending less than previous generations. However, when they do spend, this demographic is reported to favour brands that promote corporate responsibility and social good. Unsurprisingly, technology is also highly important to younger generations, with the majority preferring digital payment methods rather than cash.</p> <p>This also translates to charitable giving. According to a survey by Moneymailme, 72% of 18 to 25 year-olds would give to charity via a mobile app if they had the option to do so. Meanwhile, 62% say they would feel frustrated if they were forced to donate another way, such as with cash or via the telephone. </p> <p>The United Nations World Food Programme (WFP) is one charity that has successfully tapped into the mobile payments trend, launching its ‘Share the Meal’ app to directly fight against child hunger. </p> <p>By simply tapping in the app, users are able to donate 50 cents (or 35p), which is enough to provide a child with enough nutrition for a day. The idea is that whenever a user sits down to eat, they can quickly and easily donate and share their meal with someone in need, with the app providing a tangible and on-going way to give back.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">This <a href="https://twitter.com/hashtag/CyberMonday?src=hash&amp;ref_src=twsrc%5Etfw">#CyberMonday</a> commit to using technology for good! All it takes is the <a href="https://twitter.com/ShareTheMealorg?ref_src=twsrc%5Etfw">@sharethemealorg</a> app, $0.50, and a tap on your smartphone to feed 1 child for 1 day. <a href="https://t.co/X1vV9sladC">https://t.co/X1vV9sladC</a> <a href="https://t.co/c8ZeR7rqTB">pic.twitter.com/c8ZeR7rqTB</a></p> — ShareTheMeal (@ShareTheMealorg) <a href="https://twitter.com/ShareTheMealorg/status/935129867133358085?ref_src=twsrc%5Etfw">November 27, 2017</a> </blockquote> <p>While younger generations clearly value this kind of payment technology, not everyone will appreciate the hassle of downloading an app just to make a donation. Charities need to ensure that the option is there across all channels, with an app perhaps serving as a way to access complementary and additional features like the ability to track donations or have greater control over giving.</p> <h3><strong>Tapping into user need</strong></h3> <p>While fast and easy donations are an obvious benefit of mobile apps, this is not the only reason charities should think about developing one. Regardless of industry, apps can provide consumers with a more meaningful brand experience, with rich and engaging content helping to inform, educate, and even entertain users.</p> <p>For charities, the key is to create an app that will solve a specific problem or provide a relevant service for the user. After all, charities provide value in different ways. One person might look to a charity for advice on their own fundraising, for example, while another might be an end user looking for help and advice about a difficult issue in their life.</p> <p>When it comes to developing an app (or multiple apps), charities must figure out how to address specific needs – or separate the most pressing. One example of an app that effectively does this is NSPCC’s ‘Net Aware’, which helps parents navigate the confusing world of social media and how it could potentially affect their children. The app’s core aim is to educate, providing a safety guide on the various sites, games, and social media apps for young people. As well as reviews, the app provides parents with information on privacy setting and blocking, plus news and developments on emerging or concerning sites.  </p> <p><img src="https://assets.econsultancy.com/images/0009/1538/net_aware.JPG" alt="" width="600" height="507"></p> <p>By tapping into a specific problem, the NSPCC is able to instil awareness in a target audience, and by providing relevant and helpful information, it could also increase general support and loyalty to the charity. </p> <h3>Assisting fundraisers</h3> <p>Alongside driving direct and one-off donations, apps can also be a helpful companion for charity supporters during longer-term fundraising initiatives.</p> <p>The JustGiving app is a good example of this, allowing users to enhance their fundraising efforts on-the-go. According to the charity, users are likely to raise 6% more if they post updates to their page. The app makes this easier to do, meaning there is certainly incentive for people to download.</p> <p><img src="https://assets.econsultancy.com/images/0009/1537/Justgiving.JPG" alt="" width="380" height="677"></p> <p>Similarly, it also allows users to find friends on social media, as well as discover other charities and directly donate via the app.</p> <p>An even better example of an app assisting fundraisers is Team NSPCC, which is specifically designed to help London marathon runners. As well as tracking elements, it also places a big focus on additional help and advice. Users can discover ideas for fundraising both on and offline, as well as chat with other runners to share tips.</p> <p><img src="https://assets.econsultancy.com/images/0009/1536/team_nspcc.JPG" alt="" width="660" height="560"></p> <h3>Building a virtuous cycle</h3> <p>One of the biggest barriers for charities is consumer worry about where money is going – as well as anxiety about being committed to regular payments (and being unable to stop it).</p> <p>One of the most effective marketing tactics by charities is to demonstrate value, instilling the feel-good factor in consumers by highlighting the impact of their input. </p> <p>With the ability to integrate personalisation and tailored elements, an app can be an effective way to do this. The My Oxfam app is a good example, providing users with lots of information about the people that have and continue to benefit from donations. It also allows users to control the amount they give with a simple swipe, and finally, there is also a real-time element, alerting users to current and on-going crises (along with the option to provide support).</p> <p>Overall, this helps to reassure users and build trust in the charity, with the technology also serving to forge a personal connection.</p> <p><img src="https://assets.econsultancy.com/images/0009/1535/myoxfam.JPG" alt="" width="730" height="411"></p> <h3>Tips for success</h3> <p>So, what’s the difference between success and failure for charity apps? Here are a few key takeaways:</p> <h4>Relevance</h4> <p>Charity apps should be built around the user need – not simply the ability to donate money. Whether it’s fundraising ideas, help and advice, or storytelling, it is vital that charities provide some kind of additional value to encourage users to regularly engage with the app.</p> <h4>Ease of use</h4> <p>It’s pretty self-explanatory, but if a mobile or desktop site is easier to use, an app is unlikely to succeed. It should always offer users an incentive or reason to choose it over another channel, for example, fast and easy access, greater personalisation or richer content.</p> <h4>An ongoing journey</h4> <p>Unlike ecommerce apps, which entice shoppers back with the promise of new products or offers, charity apps are in more danger of user apathy. This is because people could be more inclined to feel like they’ve done their bit, with no real need to continue. As a result, apps should strive to create the need for a continuing journey. This could be through post-donation communication (e.g ‘thank you’ notifications) and content.</p> <p><em><strong>Related reading:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/68781-five-ways-charities-can-encourage-more-online-donations">Five ways charities can encourage more online donations</a></em></li> <li><em><a href="https://www.econsultancy.com/blog/69412-six-charities-with-excellent-online-donation-user-journeys" target="_blank">Six charities with excellent online donation user journeys</a></em></li> <li><a href="https://econsultancy.com/blog/68091-how-five-charities-are-innovating-with-contactless-payment-technology" target="_blank"><em>How five charities are innovating with contactless payment technolog</em>y</a></li> </ul> tag:econsultancy.com,2008:BlogPost/69707 2018-01-05T14:18:37+00:00 2018-01-05T14:18:37+00:00 The best digital marketing stats we’ve seen this week Nikki Gilliland <p>Don’t forget, there’s also the <a href="https://econsultancy.com/reports/internet-statistics-compendium" target="_blank">internet statistics compendium</a> if you require further reading. Now let’s get cracking.</p> <h3>Domain-level link authority is the #1 SEO ranking factor</h3> <p>Branded3 has updated its 2015 Ranking Factors study to highlight what SEO signals are more (or less) important than before.</p> <p>Building on the initial survey, the findings come from collaboration with hundreds of international businesses and additional insight from Branded3’s own SEO team.</p> <p>The results show that the most important Google ranking factors are domain-level, link authority features. This is then followed by page-level keyword and content based metrics, and dwell time or long-click metrics.</p> <p>Read the <a href="https://www.branded3.com/blog/seo-ranking-factors-2018/" target="_blank">study in full here.</a></p> <p><img src="https://assets.econsultancy.com/images/0009/1515/Branded3.JPG" alt="" width="650" height="264"></p> <h3>Research shows the power of mainstream TV</h3> <p>Some may think of traditional TV as an outdated medium, overshadowed by the likes of Netflix and other streaming services. However, research by Hitwise has found that mainstream TV still has the power to educate and engage viewers – and provide an opportunity for brands to communicate with viewers in real time.</p> <p>David Attenborough’s Blue Planet II recently generated a rise in awareness about sustainability issues, with data showing that searches relating to ‘plastic recycling’ rose by 55% following the programme’s finale. </p> <p>Meanwhile, the amount of people searching for WWF (World Wildlife Fund) increased 51% either side of the episode. As a result, this allowed the charity to react in real time, and to post related content on Facebook and Twitter (with direct commentary on the programme) in order to engage fans as they watched along. This is also a good example of a brand capitalising on user’s ‘double-screening’ behaviour, meaning those who use multiple technology devices at one time.  </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Thinking about adopting a turtle via <a href="https://twitter.com/WWF?ref_src=twsrc%5Etfw">@WWF</a> after watching Blue Planet 2 last night... <a href="https://t.co/nr5yHPBJuG">pic.twitter.com/nr5yHPBJuG</a></p> — Beth in a Nest (@BooksNest) <a href="https://twitter.com/BooksNest/status/932704412535087104?ref_src=twsrc%5Etfw">November 20, 2017</a> </blockquote> <h3>Brands invest in TV ads to drive last-minute holiday sales</h3> <p>Meanwhile, research from across the pond shows how television is also still relied upon to drive retail sales. US advertisers spent a total of nearly $130m on national television creative in the last week of December 2017 – the biggest week in the whole of December.</p> <p><a href="http://www.thedrum.com/news/2018/01/04/tv-ad-spend-weekly-new-ads-new-year-s-resolutions" target="_blank">This news</a> comes from the Drum and Kantar Media, who have also been looking at which brands invested the most. Weight loss company Nutrisystem spent the most, investing a total ad spend of $10.7m in the week of 25th the 31st. It also spent $5.3m on brand new creative for that week.</p> <p><iframe src="https://player.vimeo.com/video/249405702" width="640" height="360"></iframe></p> <p>Other brands including Weight Watchers and JC Penney also took the opportunity to drive last-minute holiday sales, investing $5.3m and $4.7m in total ad spend respectively.</p> <p><strong>More on TV advertising:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69397-fox-plans-more-6-second-ad-slots-as-digital-influences-television" target="_blank">Fox plans more 6-second ad slots, as digital influences television</a></li> <li><a href="https://www.econsultancy.com/blog/69559-ask-the-experts-how-to-integrate-your-programmatic-and-tv-ad-strategy" target="_blank">Ask the experts: How to integrate your programmatic and TV ad strategy?</a></li> </ul> <h3>92% of consumers who visit an ecommerce site do not have intent to purchase</h3> <p>Episerver’s <a href="https://www.episerver.com/learn/resources/research--reports/experience-driven-commerce-2017/?utm_source=marketo&amp;utm_medium=email&amp;utm_campaign=ENG-CMS-2017-reimagining-commerce-report-WW&amp;mkt_tok=eyJpIjoiTnpNNU16Z3hOREJtWVRNdyIsInQiOiJXU3E5eWpqQlRpU3E0dEtXUk5sOVZFalFoY2dqTTBZNUJWM2tHU1Z3NjdFNE9OTnpiWlZ1cmJGaXhMMnJRbDJnSGZLVmV6WFJNdGJDZmhmSjNlWGxqNjNBY1wvd0x1eHgyU2RYSHQ1WHVMaW1YeDd5am4wNExJNVJ0ZDVVVnpmYTMifQ%3D%3D" target="_blank">Reimagining Commerce</a> report suggests that ecommerce brands are failing to realise the reality of consumer intent. Research suggests that 92% of consumers visit a brand’s website to do something other than make a purchase – despite the majority of sites focused on first-time conversions.</p> <p>This finding is based on a survey of over 1,000 US consumers that have shopped online within the last year.</p> <p>The report also states that 45% of consumers merely research a product or service on their first visit, while 26% head to a site to compare prices. </p> <p><img src="https://assets.econsultancy.com/images/0009/1510/episerver.JPG" alt="" width="350"></p> <p>To capture sales at a later date, insight suggests that brands must focus on improving the overall customer experience. This means ensuring a well-designed website, including navigation, shopping and checkout. Brands must also strive to better understand the needs of site visitors and provide rich and accurate content to guide the user throughout the entire process.</p> <p><strong>More on ecommerce conversion:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69694-how-to-deal-with-cart-abandonment-inside-the-mind-of-a-customer" target="_blank">How to deal with cart abandonment: Inside the mind of a customer</a></li> <li><a href="https://www.econsultancy.com/blog/69552-93-ecommerce-ux-features-that-create-user-flow" target="_blank">93 ecommerce UX features that create user flow</a></li> </ul> <h3>Brands predicted to capitalise on QR codes</h3> <p>QR codes have been around for years, however due to Apple’s integration of a QR reader into iOS 11, usage of the technology looks set to skyrocket.</p> <p>According to <a href="https://www.juniperresearch.com/researchstore/fintech-payments/mobile-online-coupons?utm_campaign=mobile_online_couponspr2_17&amp;utm_source=businesswirepr&amp;utm_medium=email" target="_blank">Juniper Research</a>, over 1bn mobile devices will access coupons through QR codes by 2022. Meanwhile, it predicts that mobile-enabled loyalty cards will double, with nearly 4bn cards active by 2022.</p> <p>Alongside loyalty, brands look set to also capitalise on the technology to engage consumers in-store. Both Target and Walmart have already introduced QR codes in stores to allow shoppers to scan special offers or redeem rewards. They could also be adopted to enhance the customer experience in other ways, such as to find out product information, or to interact with social media channels.  </p> <p><strong>More on QR codes:</strong></p> <p><a href="https://econsultancy.com/blog/67545-10-practical-uses-for-qr-codes-in-china" target="_blank">10 practical uses for QR codes in China</a></p> <h3>Streaming-service users dislike ads</h3> <p>Two-thirds of US adults are now said to use some type of subscription video-on-demand service, however many still feel that ads should not be part of the deal.</p> <p>A recent survey by IBM Cloud Video found that the majority of US streaming-service users believe that any type of advertising within the platform reduces the viewing experience. Meanwhile, nearly 60% said that targeted ads would still have a negative effect on their use of streaming services.</p> <p>Other user pain points include being forced to wait for buffering content, plus poor or mediocre video quality. Despite this, video streaming services are still rising in popularity, with 54% of all TV households in the US having a Netflix subscription in 2017.</p> <p><strong>More on VoD:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/68457-how-netflix-became-the-most-loved-brand-in-the-uk" target="_blank">How Netflix became the most loved brand in the UK</a></li> <li><a href="https://econsultancy.com/blog/67998-how-vod-is-becoming-the-video-consumption-method-of-choice-across-the-world" target="_blank">How VoD is becoming the video consumption method of choice across the world</a></li> </ul> <h3>Consumers failing to act on concerns about cybersecurity</h3> <p>In a survey of 6,400 adults across six countries, including the UK and US, <a href="https://www.mcafee.com/uk/about/newsroom/press-releases/press-release.aspx?news_id=20180102005887" target="_blank">McAfee found</a> that consumers are taking little action when it comes to their growing cybersecurity concerns.</p> <p>Despite 61% of respondents saying they feel more concerned about cybersecurity than they were five years ago, most still rely on checking bank accounts for fraudulent activity rather than taking preventative steps. </p> <p>Just 37% of respondents said they use an identity theft solution, while 28% have no intent to sign up to one. Meanwhile, almost a third of families are failing to check their children’s online activity.</p> <p><img src="https://assets.econsultancy.com/images/0009/1511/cybersecurity.jpg" alt="" width="600" height="402"></p> tag:econsultancy.com,2008:BlogPost/69693 2018-01-04T14:00:00+00:00 2018-01-04T14:00:00+00:00 Seven quick steps to prepare for Google's mobile-first index Andrew Isidoro <p>As more and more searches are coming from mobile devices, Google is following suit to represent this shift and is creating <a href="https://econsultancy.com/blog/68425-google-to-create-separate-mobile-index-what-you-need-to-know/">a separate mobile index</a> that will become the primary source for all search query results.</p> <h3>When will the mobile-first index roll out?</h3> <p>This is a difficult one. When asked back in March, Gary Illyes, Webmaster Trends Analyst at Google, hinted at an early 2018 release, however, we have already had confirmation that a number of sites have been tested on the mobile index in the wild for a number of weeks dating back to October 2017. </p> <p>More recently, Google’s John Mueller gave a signal of an impending wider rollout when he offered up clear instructions on how to discover if a site has moved to the mobile-first index.</p> <p>The mobile-first index appears to be a controlled iterative switch for most sites so it would be wise to follow the advice and inspect your log files regularly. </p> <h3>What will change with Google’s mobile-first index?</h3> <p>Currently Google has indexed your website based on a desktop user’s experience, taking into account only the desktop version of a website and the content within. With a mobile-first index, Google will switch this around to index and rank your website based on the content and information architecture of your mobile site as a primary view.</p> <p>While Google’s Gary Illyes <a href="https://www.seroundtable.com/google-mobile-first-index-quality-neutral-23596.html">stated at the SMX West conference in March</a>, that they would fully launch the mobile-first index when results are “quality neutral”, some sites with substantially different mobile experiences to their desktop sites may inevitably find issues with rankings.</p> <h3>How can you prepare?</h3> <p>If your website is designed responsively (or with a <a href="https://developers.google.com/search/mobile-sites/mobile-seo/dynamic-serving">dynamic serving setup</a>) and your primary content and mark-up is the same across mobile and desktop devices, you are already in good shape but if you fall outside of those parameters, you should consider making some changes to your site.</p> <p>Google has given some specific recommendations to webmasters looking to prepare for the change in their official announcement, but there are some basic steps you can take to get your website ready:</p> <p><strong>1. Make sure your site is mobile friendly</strong></p> <p>With <a href="http://www.telegraph.co.uk/technology/2016/11/01/mobile-web-usage-overtakes-desktop-for-first-time/">more than half of all web traffic coming from a mobile device</a>, you should already have this covered. You can check how Google rates your mobile site with their <a href="https://search.google.com/test/mobile-friendly">Mobile Friendliness testing tool</a>.</p> <p><strong>2. Check your log files</strong></p> <p>In most instances, GoogleBot’s crawling is 75-80% desktop crawler and 20-25% mobile crawler. When a website moves over to the mobile first index, you would see that flip to about 75-80% GoogleBot mobile.</p> <p><strong>3. If you have a separate mobile website...</strong></p> <p>...make sure you claim the mobile version in Google Search Console to continue to get accurate data.</p> <p><strong>4. Ensure as much primary content is delivered to all users...</strong></p> <p>...regardless of device type</p> <p><strong>5. Verify that your mobile version is accessible to GoogleBot</strong></p> <p>You can do this with the <a href="https://www.google.com/webmasters/tools/robots-testing-tool">robots.txt testing tool</a>.</p> <p><strong>6. Look into mobile-first tech like AMP</strong></p> <p>With Google making its new mobile index its primary focus, expect to see an even greater emphasis on Google’s <a href="https://www.ampproject.org/">Accelerated Mobile Pages</a> (AMP) project to become even more important in the near future.</p> <p><strong>7. Make sure to serve structured mark-up for both the desktop and mobile version</strong></p> <p>If in doubt, you are able to verify your structured mark-up across desktop and mobile testing both versions with the <a href="https://search.google.com/structured-data/testing-tool/u/0/">Structured Data Testing Tool</a>.</p> <p><em><strong>Econsultancy subscribers can download our <a href="https://econsultancy.com/reports/seo-best-practice-guide">SEO Best Practice Guide</a>.</strong></em></p> tag:econsultancy.com,2008:Report/3008 2017-12-27T11:33:00+00:00 2017-12-27T11:33:00+00:00 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 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> </ul> <p>Updated monthly, each document is a comprehensive compilation of internet statistics and digital 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 - a huge time-saver for presentations and reports.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p><strong>Sector-specific data and reports are also available:</strong></p> <ul> <li><strong><a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B</a><br></strong></li> <li><strong><strong><a title="Financial Services and Insurance Internet Statistics Compendium" href="https://econsultancy.com/reports/financial-services-and-insurance-internet-statistics-compendium/">Financial Services and Insurance</a></strong></strong></li> <li> <strong><a title="Healthcare and Pharmaceuticals Internet Statistics Compendium" href="https://econsultancy.com/reports/healthcare-and-pharmaceuticals-internet-statistics-compendium/">Healthcare and Pharmaceuticals</a></strong><strong> </strong> </li> <li><strong><a title="Retail Statistics Compendium" href="https://econsultancy.com/reports/retail-statistics-compendium/" target="_self">Retail</a></strong></li> <li><strong><a title="Travel Statistics Compendium" href="https://econsultancy.com/reports/travel-statistics-compendium/" target="_self">Travel</a></strong></li> </ul> <p><strong>Regions covered in each document (where data is 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/69666 2017-12-15T15:00:00+00:00 2017-12-15T15:00:00+00:00 Apple is making it harder for small businesses to offer iOS apps Patricio Robles <p><a href="https://techcrunch.com/2017/12/08/apples-widened-ban-on-templated-apps-is-wiping-small-businesses-from-the-app-store/">According to</a> TechCrunch's Sarah Perez, a number of companies that offer businesses the ability to create apps using templates have been informed that apps they submit for inclusion in the App Store will be rejected starting on January 1, 2018. There is also a question as to whether or not they will be able to maintain existing apps that are already in the App Store, and for how long.</p> <p>As Perez explained, many if not most small businesses don't have the financial or technical resources to build apps from scratch, so they often turn to app builders that "help small businesses like local retailers, restaurants, small fitness studios, nonprofits, churches and other organizations to create an app presence using templates, drag-and-drop wizards and various tools to put together a more basic app that can then be customized further with their own branding and images."</p> <p>One U.S. lawmaker is concerned enough about the potential for Apple's enforcement of its new policies to hurt small businesses that he is asking the company to reconsider. In a letter to the world's most valuable publicly-traded company, Congressman Ted W. Lieu, who represents California's 33rd Congressional District, stated:</p> <blockquote> <p>Recently, I was informed that Apple's decision to more stringently enforce its policy guidelines regarding design and functionality may result in the wholesale rejection of template-based apps from the App Store. It is my understanding that many small businesses, research organizations, and religious institutions rely on template apps when they do not possess the resources to develop apps in-house.</p> </blockquote> <p>As Lieu sees it, Apple's approach could "[invalidate] apps from longstanding and legitimate developers who pose no threat to the App Store's integrity."</p> <h3>The harsh realities of the app economy</h3> <p>While Lieu's argument isn't without merit, it's also worth considering the significant challenges that small businesses face in the App Store.</p> <p>Data shows that despite the fact consumers are spending significant amounts of time on their mobile devices, their usage of apps is concentrated in a very small number of popular apps like Facebook, Instagram and WhatsApp.</p> <p>Driving downloads and installs of mobile apps can be costly and retention is notoriously difficult. <a href="https://www.applause.com/blog/app-retention-rates-2017-localytics/">According to</a> mobile engagement platform Localytics, nearly a quarter of apps are used only once after they are installed and overall app churn after three months is a depressing 80%.</p> <p>From this perspective, one might argue that Apple is doing small businesses a favor, even if it isn't apparent to them. After all, the data makes it clear: it's very, very difficult to succeed in the App Store and many if not most small businesses are likely realizing little to no benefit from their apps. </p> <p>Even so, with some services offering template-based mobile apps for iOS and Android for as little as $10 a month, it's easy for small businesses to overlook the fact that their apps aren't delivering a meaningful return; they get to say "we have a mobile app."</p> <p>If anything, this might be the silver lining in Apple's enforcement of its new policies: it will make clear to small businesses that they likely have to do more if they want to truly succeed in the App Store and it will give them an incentive to revisit their mobile strategies.</p> <p>In doing so, some businesses may find that they have a legitimate case for investing in the development of a custom app, one that ideally has unique features that will differentiate it and maximize the value offered to users. This is more likely to be the case for businesses that have ongoing, strong relationships with their customers. For instance, a small gym chain might decide to develop a custom app that goes beyond scheduling and offers its members gamification features, workout tracking, regularly updated custom content, and social networking and messaging functionality.</p> <p>Other businesses, however, like restaurants and local retailers, are more likely to find that their relationships with customers aren't strong enough to support a strong mobile app value proposition. In turn, they might realize their websites are their most important digital assets and conclude that their time and money is better invested in ensuring that their websites provide a solid mobile user experience.</p> <p><em><strong>Related resources:</strong></em></p> <ul> <li><a href="https://econsultancy.com/reports/user-experience-and-interaction-design-for-mobile-and-web">User experience and interaction design for mobile and web</a></li> </ul> tag:econsultancy.com,2008:BlogPost/69681 2017-12-15T14:22:54+00:00 2017-12-15T14:22:54+00:00 The best digital marketing stats we’ve seen this week Nikki Gilliland <p>Before we get on with the show, remember there’s always time to take a look at the <a href="https://econsultancy.com/reports/internet-statistics-compendium" target="_blank">Internet Statistics Compendium</a>. It’s regularly updated with facts and figures to keep you in-the-know.</p> <h3>Study proves ROI of online ads </h3> <p>An IAB study involving Unilever and Nestlé <a href="https://iabuk.net/research/library/impact-wave-2-proving-the-roi-of-digital-display" target="_blank">has revealed</a> the extent to which online display ads drive sales of brands both in-store and online.</p> <p>Ads for nine brands were tested across mainstream desktop and mobile sites, including the likes of Guardian and eBay. The study analysed the purchasing behaviour of those who received ads compared to those who didn’t. Results found that every £1 spent on online display, ads delivered an average of £1.94 in sales across all supermarkets, with one brand in particular generating a £3.38 return.</p> <p>The biggest takeaway from the study was that the vast majority of the sales attributable to the online ads happened in-stores, highlighting the power online ads can have on offline shopping behaviour. With reports earlier this year suggesting that ad-blocking usage had increased 30% - the study gives publishers and brands even more cause to persuade consumers about the value of ads.</p> <p><strong>More on online ads:</strong></p> <ul> <li><strong><a href="https://econsultancy.com/blog/69517-is-amazon-s-ad-business-the-new-slotting-fee">Is Amazon's ad business the new slotting fee?</a></strong></li> <li><strong><a href="https://econsultancy.com/blog/69326-google-to-start-warning-sites-about-bad-ad-experiences" target="_blank">Google to start warning sites about bad ad experiences</a></strong></li> <li><strong><a href="https://www.econsultancy.com/blog/69531-direct-ad-buys-are-back-in-fashion-as-programmatic-declines">Direct ad buys are back in fashion as programmatic declines</a></strong></li> </ul> <h3>Bing’s share of search on the rise</h3> <p>According to MediaVision, Bing is proving to be a vital channel for paid search, seeing 896m monthly searches and a 43% year on year market share growth.</p> <p><a href="https://www.mediavisioninteractive.com/featured/the-rise-of-bing/" target="_blank">The study</a> also found that when Bing Ads were compared alongside Google AdWords, Bing not only offered 29% lower costs per lead, but also boasted 30% higher ROI as well as a 97% increase in revenue.</p> <p>While there are vast differences between the two – with some Paid Search accounts failing to optimise according to Bing’s performance and specific features - this suggests Bing Ads could be both more cost-effective and scalable than AdWords overall. </p> <p><img src="https://assets.econsultancy.com/images/0009/1207/Bing.JPG" alt="" width="730" height="358"></p> <h3>Asda wins the battle of the supermarket email campaigns</h3> <p>A study by Mailjet has revealed that Asda has performed the best in its Christmas email campaign out of all UK supermarkets. In the analysis of emails sent by eight of the leading UK supermarkets – ranked according to a range of metrics including design best practices, personalisation, subject line, cross-channel marketing, and creativity of  content – Asda scored 19.12 points out of an available 29.0.</p> <p>In contrast, Waitrose's average performance dropped by 53% year-on-year, making it the lowest scoring supermarket.</p> <p>Budget supermarket Aldi has also been named the consumer favourite for Christmas email marketing, particularly utilising strong design with a clean user interface that’s consistent across desktop, mobile and tablet devices. You can read more on email marketing strategy in Econsultancy's <a href="https://econsultancy.com/reports/email-marketing-best-practice-guide">Best Practice Guide</a>.</p> <p>Meanwhile, in terms of traditional advertising, 4C has also revealed that Aldi’s 2017 television advert has generated the most positive reaction online. When measuring this year’s Christmas ads in terms of social media engagement, Aldi’s was found to generate a 152% lift in social noise in the immediate five minutes after it aired. Meanwhile, M&amp;S’s Paddington advert generated the most positive sentiment score of 87.5%.</p> <p><iframe src="https://www.youtube.com/embed/KfaSxIkLslE?wmode=transparent" width="854" height="480"></iframe></p> <p><strong>More on supermarkets:</strong></p> <p><strong><a href="https://www.econsultancy.com/blog/69645-10-of-the-best-ad-campaigns-from-the-uk-s-top-supermarkets">10 of the best ad campaigns from the UK’s top supermarkets</a></strong></p> <h3>42% of brand websites are still not GDPR compliant</h3> <p>An <a href="https://www.ensighten.com/marketers-guide-to-gdpr/" target="_blank">Ensighten survey</a> of 100 UK brand marketers has revealed that 42% of brand websites are still not GDPR compliant, with just 28% of marketers expecting their websites to be compliant by the May 25th deadline next year. </p> <p>It seems that many marketers are also shifting accountability - 46% of respondents stated that they don’t believe they’re responsible for the data across all of their digital properties. Additionally, only a quarter of marketers think they hold responsibility for all channels except those managed by marketing suppliers. In reality, they are in fact accountable for all digital channels (regardless of who runs them).</p> <p>Interestingly, while there are still big challenges ahead, the survey also found that marketers <em>do</em> see GDPR as an opportunity to better harness big data, with 75% of marketers believing it will modernise the approach to customer interaction and engagement.</p> <p><strong>Much more on GDPR:</strong></p> <p><strong><a href="https://econsultancy.com/hello/gdpr-for-marketers/" target="_blank">GDPR for marketers: best practice, tips and case studies</a></strong></p> <h3>Biometric tech on track to replace traditional passwords</h3> <p>Research by Deloitte <a href="https://www2.deloitte.com/uk/en/pages/press-releases/articles/surge-in-uk-adoption-of-fingerprint-recognition.html" target="_blank">has revealed</a> that 15m consumers in the UK now own a smartphone with biometric technology (i.e. fingerprint scanners), and 79% are now making use of the tech. </p> <p>This news comes from a survey of 4,150 UK consumers on their mobile phone habits. The survey also revealed that 35% of respondents now use biometric technology to authorise financial payments and transactions – the equivalent to one in 10 smartphone owners in the UK.</p> <p>Perhaps as a result of this shifting consumer behaviour, some brands are choosing to switch to cashless payments-only in restaurants and stores. But could this put off some consumers - and even harm small businesses? You can read more about the potential <a href="https://econsultancy.com/blog/69577-restaurants-are-going-cashless-here-s-three-reasons-why" target="_blank">positives and negatives here</a>.</p> <p>Despite the growing acceptance of fingerprint scanning, it appears users are still reluctant to adopt other types of biometric technology. Just 3% of the survey respondents said they currently use voice, facial and iris recognition. That being said, Deloitte also predicts that 3D facial recognition will be the preferred form of biometrics in smartphones by the end of 2018.</p> <p>Find out what else could be hot in the year ahead in our prediction roundups:</p> <ul> <li><strong><a href="https://econsultancy.com/blog/69637-data-analytics-trends-in-2018-what-do-the-experts-predict/" target="_blank">Data &amp; analytics trends in 2018: What do the experts predict?</a></strong></li> <li><strong><a href="https://econsultancy.com/blog/69646-ux-trends-in-2018-what-do-the-experts-predict/" target="_blank">UX trends in 2018: What do the experts predict?</a></strong></li> <li><strong><a href="https://econsultancy.com/blog/69644-seo-trends-in-2018-what-do-the-experts-predict/" target="_blank">SEO trends in 2018: What do the experts predict?</a></strong></li> </ul> <p><img src="https://assets.econsultancy.com/images/0009/1211/Biometrics.JPG" alt="" width="600" height="339"></p> tag:econsultancy.com,2008:ConferenceEvent/917 2017-12-09T06:58:38+00:00 2017-12-09T06:58:38+00:00 Digital Outlook 2018 <h3 style="border: 0px; vertical-align: baseline; color: #004e70;">The best digital marketers never stop learning, listening and looking ahead.</h3> <p style="border: 0px; vertical-align: baseline;">With overwhelming responses at last year Digital Outlook's events (<a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10154296603034327" target="_blank">DO17</a> &amp; <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10154626086294327" target="_blank">DO17 part 2</a>), we will kick-start the year with Digital Outlook 2018 in Singapore, where marketers and business leaders convene to find out about the outlook and trends shaking up our industry, and how we can leverage on these insights to accelerate our competitive advantage and business growth.</p> <p style="border: 0px; vertical-align: baseline;">There will be 6 keynotes and 2 panel discussions - all aiming to provide the audience with a 2018 outlook/prediction on spotting early trends that will help inspire, sharpen business plans and overall performance.</p> <p style="border: 0px; vertical-align: baseline;">&gt;&gt; <strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Spot early trends</strong> - Get the lowdown and their impact for the year</p> <p style="border: 0px; vertical-align: baseline;">&gt;&gt; <strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Sharpen your plans</strong> - Filter the noise and spot what will change our industry next</p> <p style="border: 0px; vertical-align: baseline;">&gt;&gt; <strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Be inspired</strong> - Be wowed by innovative work from thought leaders</p> <p style="border: 0px; vertical-align: baseline;">&gt;&gt; <strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Make things happen</strong> - Leave full of ideas to implement into your organisation or business</p> <p style="border: 0px; vertical-align: baseline;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Heads up, eyes forward and get ready to find out what digital marketers should change today to plan for tomorrow and succeed later.</strong></p>