tag:www.econsultancy.com,2008:/topics/native-apps Latest Native Apps content from Econsultancy 2016-10-21T14:44:04+01:00 tag:www.econsultancy.com,2008:BlogPost/68438 2016-10-21T14:44:04+01:00 2016-10-21T14:44:04+01:00 All the digital news stories you missed this week David Moth <p>First up…</p> <h3>Facebook’s news algorithm still has bugs</h3> <p>An investigation <a href="https://www.washingtonpost.com/news/the-intersect/wp/2016/10/12/facebook-has-repeatedly-trended-fake-news-since-firing-its-human-editors/?tid=sm_fb">by the Washington Post</a> has found that Facebook’s Trending topics algorithm is still being duped by fake news stories.</p> <p>A few months ago Facebook got rid of its editorial team and put its Trending topics in the hands of an algorithm, which subsequently promoted a fake story about news reporter Megyn Kelly.</p> <p>Between August 31 and September 22 the Post monitored all of Facebook’s Trending topics to see whether the error occurred again.</p> <p>During that time it noted five trending articles that were definitely fake and three that were ‘profoundly innaccurate’.</p> <h3>China now top market for the App Store</h3> <p>According to <a href="https://www.appannie.com/insights/market-data/q3-2016-index-china-hits-ios-app-store-milestone/">App Annie</a>, China has overtaken the US to become the most lucrative market for App Store revenue.</p> <p>In Q3 the Chinese spent a record $1.7bn in the App Store, 15%+ more than the US.</p> <p>While revenue from games accounts for the majority of revenue generated in China, other categories like entertainment and social networking are also growing and have more than tripled in the past year.</p> <p><img src="https://assets.econsultancy.com/images/0008/0594/app_annie.png" alt="" width="593" height="413"></p> <h3>ASOS loves Snapchat</h3> <p>During its half-year earnings call this week ASOS revealed that 'Snapchat is an increasingly important channel for our customers.'</p> <p>During Fashion Week the brand's content was viewed more than 20m times as part of the 'Fashion Week Stories' series.</p> <p>The earnings call covered half-year results up to 29 February 2016. Other key numbers include:</p> <ul> <li>60% of traffic and 50% of purchases came from mobile in February.</li> <li>Group revenue is up 21% to £667.3m.</li> <li>17% growth in active customers to 10.9m.</li> <li>Pre-tax profits increased 18% to £21.2m.</li> </ul> <p><a href="http://uk.businessinsider.com/asos-interim-results-snapchat-increasingly-important-2016-4">Business Insider has more</a>.</p> <h3>Uber's 40m MAUs</h3> <p>Uber founder Travis Kalanick revealed this week that the app has 40m monthly active users.</p> <p>Each of these active users spends around $50 per month.</p> <p>Read more over on <a href="https://techcrunch.com/2016/10/19/travis-kalanick-says-uber-has-40-million-monthly-active-riders/">TechCrunch</a>.</p> <h3>Google to roll out click-to-message ads</h3> <p>Google confirmed this week that it will soon be rolling out a 'click-to-message' button on mobile search ads.</p> <p>The ad extension will initially enable users to send SMS messages to advertisers, but it's not difficult to see it being rolled out to apps like WhatsApp in future.</p> <p><img src="https://assets.econsultancy.com/images/0008/0596/click_to_message.jpg" alt="" width="579" height="384"></p> <p>Head over to <a href="http://venturebeat.com/2016/10/18/google-click-to-message-ads/">VentureBeat for more</a>.</p> <h3>Netflix beats predictions</h3> <p><a href="http://www.bbc.co.uk/news/business-37685842">Netflix added 3.2m international customers in Q3</a>, far more than the 2m being predicted by analysts.</p> <p>Quarterly revenues increased by 31% to $2.29bn, leading to a 20% jump in its share price to around $119.</p> <p>In total Netflix now has just over 83m subscribers.</p> <p>The company also said that it plans to licence its content to existing streaming services in China, rather than operating its own service.</p> <h3>LinkedIn tweaks its Endorsements </h3> <p>I don't know about you, but my favourite thing about LinkedIn is the ability to spam my friends with pointless endorsements.</p> <p>But after recognising that perhaps its endorsements aren't all that meaningful, <a href="https://techcrunch.com/2016/10/19/linkedin-re-endorses-endorsements-with-relevance-and-targeting-features/">LinkedIn has decided to alter the way they work</a>.</p> <p>LinkedIn will now implement machine learning algorithms to surface endorsements that are relevant to the person viewing your profile.</p> <p>Endorsements will also feature targeting, so when you want someone to verify a particular skill, LinkedIn will send the request to a person that is most likely to fulfil it. </p> tag:www.econsultancy.com,2008:BlogPost/68423 2016-10-21T11:45:54+01:00 2016-10-21T11:45:54+01:00 How fashion and travel are leading the way in m-commerce Gregory Gazagne <p><a href="http://www.deloitte.co.uk/mobileuk/">Deloitte’s Mobile Consumer Survey</a> found that UK citizens look at their smartphones over a billion times a day, declaring that “no other personal device has had the same commercial and societal impact as the smartphone, and no other device seems likely to.”</p> <p>Around the same time in late September the IAB released its ‘<a href="http://www.businesswire.com/news/home/20160927005394/en/Three-Quarters-Mobile-Users-World-Purchases-Smartphones-Tablets">Mobile Commerce: A Global Perspective</a>’ survey, which found that three-quarters (75%) of smartphone and tablet users say they have purchased a product or service on their smartphone or tablet in the past six months, and nearly a quarter (23%) buy on mobile devices on a weekly basis.</p> <p>As the retail industry rapidly adapts to mobile usage, at Criteo we’re able to analyse millions of online sales in real time, on all devices and from thousands of brands across all industries.</p> <p>With this front-row seat to the very latest in mobile commerce, we’re especially interested in looking at the way different retail industries are keeping pace with the rate of change.</p> <p>Because of the specific challenges facing them, we’ve seen that the fashion industry in particular is blazing a trail in smartphone targeting, including cross-channel strategies, and travel is making its mark by providing superior customer experience/ better conversions via apps.</p> <p>What’s driving these industries to lead in these areas – and what can others learn from them?</p> <h3><strong>The rise of the ‘Smartphonista’</strong></h3> <p>Last month’s New York-London-Milan-Paris Fashion Weeks saw the <a href="https://www.theguardian.com/commentisfree/2016/sep/30/us-vogue-editors-ridiculous-fashion-shows-changed-bloggers">old guard of print fashion journalism clash with the fashion world’s new digital influencers</a>, who rely on blogging platforms and Instagram to communicate with their thousands of followers.</p> <p>Their argument is symptomatic of a wider trend: that smartphones are revolutionising the way the fashion industry markets and sells its wares, and this is causing headaches for traditional media – but driving strong results on digital channels.</p> <p>According to Criteo <a href="http://www.criteo.com/resources/fashion-flash-report-2016/">data</a>, clothes have quickly become the premier mobile purchase in the UK, with 55% of online fashion purchases now being made through mobile (smartphones or tablets), and four out of 10 of all fashion purchases in the UK being made through smartphones.</p> <p>This makes fashion shoppers that purchase on smartphones (who we’ve coined ‘Smartphonistas’) a particularly valuable audience for fashion retailers.</p> <p><img src="https://assets.econsultancy.com/images/0008/0592/criteo_slide.png" alt="" width="800"></p> <p>Mobile is perfect for this kind of off-the-cuff purchase, allowing consumers to browse flash sales on their phone, shop while watching TV, or buy an article of clothing on a whim.</p> <p>In addition to impulse, these purchases can also be driven by social connections and social influence (as evidenced by the rise of the fashion bloggers so vilified by Vogue).</p> <p>Social media – particularly Snapchat, Instagram and Pinterest – appears to strongly influence clothing purchases on mobile.</p> <p>Heavy Snapchat users are 139% more likely to buy clothes on mobile than the average Brit, while heavy Instagram (113%) and Pinterest (83%) users are also much more likely than average to buy clothing on mobile, according to <a href="http://www.criteo.com/resources/a-portrait-of-mobile-performance/">Criteo’s Portrait of Performance report</a>.</p> <p>Despite all this, acquiring new fashion customers is notoriously hard.</p> <p>What’s more, it can take several purchases before a customer earns you a profit, and turning new customers into loyal buyers takes finesse.</p> <p>In response to these challenges, fashion retailers are starting to recognise what products drive the best response on what device.</p> <p>For example, fashion shoppers favour small screens for low-risk items (T-shirts etc.) and products they don't need to try on (e.g. accessories).</p> <p>In addition, the new breed of Smartphonistas often use multiple devices on the path to purchase, so retailers are starting to track more effectively across devices in order to send the right message to the right person, at the right time.</p> <p>Nadya Birca, Senior Digital Marketing Manager at New Look told us that the key to successfully engaging with the Smarphonista is to recognise that he or she expects a truly cross-channel experience:</p> <p>“With mobile usage soaring in the UK, the experience we’re aiming to deliver on mobile is significant for our interactions with customers both on- and off-line.</p> <p>"When browsing on mobile we shouldn’t expect users to purchase straight away - allowing them a seamless navigational exploration, and later consideration experience, is what should drive any mobile commerce business focus.”</p> <h3><strong>Destination App</strong></h3> <p>As the 36th annual <a href="http://wtd.unwto.org/en">World Tourism Day</a> reminded us at the end of last month, the tourism industry continues to drive positive social, cultural, political and economic impacts worldwide.</p> <p>In many countries, including the UK, the travel industry is feeling the positive impact of the rise of smartphone use.</p> <p>Criteo’s latest Travel Flash Report shows that one in five Brits now browse for travel options on their mobile phones, and close to one-third of online travel bookings worldwide took place on mobile devices in Q2 2016 (up 24% from the year before).</p> <p>During the same period, smartphones captured nearly one in five online travel bookings.</p> <p>But that’s not all – the travel industry, more than most other verticals, is seeing particular success when it comes to mobile apps.</p> <p>According to our data, with investment in in-app tracking and advertising, committed travel advertisers are seeing a surge of bookings made from apps.</p> <p>Apps generated 57% of mobile bookings in Q1 2016, up from 40% in Q3 2015.</p> <p>Over the past two years, travel brands that invested in their apps saw constant growth in app bookings from 12% to now over half of all mobile bookings. </p> <p>For one-night stays, apps have a clear lead over other devices or platforms, with nearly three in four app bookings made for one-night stays.</p> <p>The most effective travel mobile strategies encourage app installs with services that really make a difference:</p> <ul> <li>Personalising recommendations based on searches, selection criteria, past travels and wish lists</li> <li>Sending up-to-date, useful and non-intrusive notifications (e.g., check-in reminders, traffic, delays, alternatives, cancellation, nearby offers)</li> <li>Offering better deals on your app to temporarily capture downloads and bookings, but be consistent to sustain them</li> <li>Enabling one-click bookings with intelligent auto-fill of personal details (while highlighting payment security)</li> </ul> <p>App bookings are on a roll, and we can see that merchants who invested in and promoted apps early are now reaping the benefits. </p> tag:www.econsultancy.com,2008:BlogPost/68415 2016-10-14T11:26:53+01:00 2016-10-14T11:26:53+01:00 The low-down on Facebook Marketplace: Is it any good? Nikki Gilliland <p><img src="https://assets.econsultancy.com/images/0008/0303/notification.PNG" alt="" width="640" height="219"></p> <p>While people have been buying and selling on the platform for a while, the activity previously took place within separate Facebook Groups. </p> <p>Now aiming to streamline the process, as well as open up items to millions more users, Facebook is hoping its marketplace will rival the likes of Craigslist and eBay.</p> <p>So, is it any good?</p> <p>And more to the point, will anyone actually use it?</p> <p>Here’s a closer look.</p> <h3>How does it work?</h3> <p>The premise of Facebook Marketplace is pretty simple, and like the rest of the app, it is pretty easy to use.</p> <p>If your location service is enabled, on entering the marketplace you will automatically be shown what people are selling nearest to you.</p> <p><img src="https://assets.econsultancy.com/images/0008/0306/buy_and_sell.PNG" alt="" width="300"></p> <p>The top header is split into sell, categories, search and 'your items' - where you can view anything you have bid on or are selling.</p> <p>The amount of categories is quite vast, with everything from bikes to books on offer.</p> <p>There's even a classifieds section for housing.</p> <p><img src="https://assets.econsultancy.com/images/0008/0307/categories.PNG" alt="" width="300"></p> <p>Since the launch of the app, there's been a lot in the press about people using the app to sell drugs and other dodgy stuff.</p> <p>While I've not come across anything too bad, I have seen a few strange items, including the recent trend of selling the new £5 note.</p> <p><img src="https://assets.econsultancy.com/images/0008/0308/five_pounds.PNG" alt="" width="300"></p> <p>If anything, this just shows how easy the feature is to use.</p> <p>It only takes a few minutes to set up an item to sell, so, naturally people are also using it as a solution for their own boredom.</p> <h3>How easy is it to buy and sell?</h3> <p>To find out just how simple it is, I decided to sell a rather charming backgammon set.</p> <p>I managed to post it within the space of about two minutes.</p> <p>I took a snap, included a description as well as my location, and that was that. As easy as updating your status or posting a photo.</p> <p><img src="https://assets.econsultancy.com/images/0008/0309/selling.PNG" alt="" width="250"> <img src="https://assets.econsultancy.com/images/0008/0310/ted_baker_set.PNG" alt="" width="250"></p> <p>Nobody has responded just yet, though I can see how many people have viewed the item. </p> <p>Buying - or at least bidding on something - is just as easy.</p> <p>Clicking onto any item, you are met with the seller's location as well as a very basic profile.</p> <p>Here you can ask questions about the sale or place a bid.</p> <p><img src="https://assets.econsultancy.com/images/0008/0311/location.PNG" alt="" width="250"> <img src="https://assets.econsultancy.com/images/0008/0312/profile.PNG" alt="" width="250"></p> <p>At this point, it is entirely left up to the buyer and seller to negotiate the final details.</p> <p>There is no involvement from Facebook about how you pay or collect the items, meaning the process involves quite a bit of negotiation in Messenger.</p> <p><img src="https://assets.econsultancy.com/images/0008/0313/notifications.PNG" alt="" width="300"></p> <h3>Will people use it?</h3> <p>As well as issues relating to privacy and safety, the main issue about Facebook Marketplace is whether people will actually follow through with purchases.</p> <p>Without an in-built payment feature, users are more likely to abandon items. </p> <p>Having this option would also encourage more spontaneous buying as well as take away the negotiation aspect.</p> <p>Without it, the experience has the potential to become frustrating and less than clear-cut.</p> <p>Another feature it could definitely do with is some sort of review system.</p> <p>As it stands, users can only see what items a person is selling - there is no indication of how successful or reliable they actually are.</p> <p>On the flip side, there is also nothing to reassure sellers that a potential buyer is not leading them on.</p> <p>All in all, it feels like a bit of a gamble.</p> <h3>In conclusion...</h3> <p>If Facebook figures out the aforementioned issues, Facebook Marketplace has great potential to disrupt the likes of Craiglist and eBay.</p> <p>The real-time element, combined with the unbeatable convenience of living inside the app itself, means that it could easily become the first port of call for buying and selling locally.</p> <p>Until then, you know where to go if you're in the market for a £5 note.</p> tag:www.econsultancy.com,2008:BlogPost/68387 2016-10-07T10:56:00+01:00 2016-10-07T10:56:00+01:00 How Missguided uses personalisation to create an addictive shopping experience Nikki Gilliland <p>Focusing on how the retailer is constantly adapting to fit the desires of its target consumer, here’s a summary of what he said:</p> <h3>Diversifying into new channels</h3> <p>Mark began his talk by emphasising the ever-changing nature of technology. </p> <p>In future, it is predicted that devices will fade away and be overtaken by digital assistants to create an AI-first world.</p> <p>But before we get too ahead of ourselves, Missguided wanted to ensure that, for now at least, it is delivering a decent mobile-first experience.</p> <p>Upon discovering that 75% of its customers engaged using a smartphone – with screen size averaging six inches - creating a mobile app was the natural next step (read our <a href="https://econsultancy.com/blog/67600-missguided-launches-tinder-inspired-app-experience-review/" target="_blank">review of Missguided's Tinder-inspired app here</a>).</p> <p>This is just one example how Missguided has used customer preferences to help personalise the user experience.</p> <p>Further to the general demand for an app, it also became apparent that there was a huge bias toward iOS, with 82% of mobile sessions coming from Apple devices. </p> <p>Missguided also took this into consideration, choosing to launch the app with Apple Pay.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Our Head of eCommerce rocking it for <a href="https://twitter.com/Missguided">@Missguided</a> at <a href="https://twitter.com/hashtag/FOM16?src=hash">#FOM16</a> <a href="https://t.co/PHVvoRChmz">pic.twitter.com/PHVvoRChmz</a></p> — Dane Stanley (@danestanley) <a href="https://twitter.com/danestanley/status/784017048120811520">October 6, 2016</a> </blockquote> <h3>Creating a bespoke mobile experience</h3> <p>Mark highlighted the fact that real estate on a customer’s phone needs to be earned. </p> <p>Missguided wanted to ensure that its app included features that were unique and relevant to the person using it.</p> <p>In order to do so, it set up a user experience lab throughout the creation process, gaining qualitative feedback on what users did or didn’t like. </p> <p>Aiming to create a bespoke experience, the app also includes a number of features to complement the natural behaviour of the consumer.</p> <p>For example, it includes the ability to share products across different channels, such as Instagram, Facebook Messenger and WhatsApp.</p> <p><img src="https://assets.econsultancy.com/images/0008/0016/missguided_launches.png" alt="" width="468" height="321"></p> <p>When a button for the latter was introduced, it became the number one method of sharing product pages across both mobile and desktop.</p> <p>As well as sharing options, the app is also focused on user generated content and other built-in engagement experiences, such as the ‘swipe to hype’ wishlist function.</p> <p>Targeting consumers who like to spend time creating personal wishlists, it has a Tinder-like swiping feature to encourage engagement and interest.</p> <p>Likewise, the brand has also introduced a ratings and review system. </p> <p>This has enabled consumers to create their own community to share information and feel empowered by their fashion choices.</p> <h3>Designing a friction-less experience</h3> <p>Finally, Mark finished off his talk with a few comments on the future for Missguided. </p> <p>Despite keeping tight-lipped on the brand’s first ever physical store (which is set to open in Westfield Stratford in the coming months), he did let on that the website will soon be revealing a brand new checkout system.</p> <p>With the aim of eliminating friction at the checkout, it will include features like predictive address entry, the ability to save card details and buy without logging in.</p> <p>While those elements are fairly standard for most ecommerce sites, Mark also mentioned some innovative new features such as an image-based search function.</p> <p>This shows that, for Missguided, personalisation doesn’t just mean traditional behaviour like addressing the consumer by name. </p> <p>It means understanding real customer feedback and frustration – as well as what it can do to resolve it. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Blown away by <a href="https://twitter.com/Missguided">@Missguided</a>'s approach to Personalisation. 2 Tap checkout, visual search &amp; thumb-print payment?! No wonder they slay. <a href="https://twitter.com/hashtag/FOM16?src=hash">#FOM16</a></p> — Lauren Archer (@miss_archer) <a href="https://twitter.com/miss_archer/status/784022188206780420">October 6, 2016</a> </blockquote> tag:www.econsultancy.com,2008:BlogPost/68253 2016-09-01T11:16:08+01:00 2016-09-01T11:16:08+01:00 Four key talking points from our mobile marketing roundtable Rob Thurner <p>However I can say that the session was joined by marketers from a variety of industries, including financial services and travel.</p> <p>Each of the brands get more than 50% of their site traffic from mobile, and each has at least one native app.</p> <p>As the moderator I’ll use this blog to pick up on the main challenges the group face. We split the session into four topics: developing strategy, video content, driving value from apps and managing efficient mobile advertising campaigns.</p> <h3>Mobile strategy – are you managing expectations? </h3> <p>The group agreed that mobile strategy is all about “creating mobile experiences which consistently provide value to the user, and using analytics to learn where users are finding most value.”</p> <p>Whether managing apps, responsive sites or messaging platforms, the real challenge is deciding who owns the strategy, and making sure both marketing and development teams have a shared vision of what customers like or dislike, and how to provide the best user experience.</p> <p>This group was well versed in using analytics to track the features which users love most, but there was a surprising lack of face-to-face focus groups to get feedback direct from users.    </p> <p>Managing expectations is the big issue here – particularly when managing app projects.  </p> <p>If the chief executive expects to see all app investment deliver big returns (e.g. additional sales, repeat usage) it’s important to push back and point out that essential maintenance and responding to feedback is equally important - to keep users on board, and to get the best ratings and reviews.   </p> <h3>Video content – one size fits all or personalised video?</h3> <p>With Mary Meeker predicting that 74% of all internet traffic will be video by 2017, and with mobile watch time on YouTube already surpassing desktop, video was sure to feature in our discussion.  </p> <p>Developing ideas for branded content and coming up with ways to create trully customer-oriented content is the easy bit.</p> <p>We heard about an excellent personalised video created by Thomas Cook with staff at a Greek hotel recording a thank you video for their guests, ending with an invite to come back next year. That works wonders for repeat bookings.</p> <p>[Editor's note: Thomas Cook gave us permission to break the Chatham House Rule on this occasion]</p> <p><img src="https://assets.econsultancy.com/images/0007/8684/thomas_cook.png" alt="" width="556" height="418"></p> <p>The group has got to grips with streaming services like <a href="https://econsultancy.com/blog/67808-10-pioneering-examples-of-brands-using-facebook-live/">Facebook Live</a> and Meerkat, so video is delivering on many fronts.  </p> <p>But one wrinkle exists – download speeds and data costs still prove a barrier to video adoption, particularly for users abroad, and those with no WiFi access.  </p> <h3>Driving value from apps </h3> <p>We started by discussing the business case for developing native apps – what can a native app deliver that can’t be delivered through the browser?  </p> <p>Developing a stellar app is just the start. What sets apart the successful apps with a long lifespan from those which hit an early retirement is an engagement plan to reward users for their time and loyalty.  </p> <p>We heard an example of newly launched app supported by a search, PPC and YouTube campaign.</p> <p>Download results were rapid and could be clearly attributed to the app marketing channels used. The success was rewarded with an eight-fold uplift in marketing spend.  </p> <p>Other apps lacked marketing support, and saw usage numbers flatline.</p> <p>In the retail space, app commerce company Poq tracks the most effective ways to boost engagement and spend in its <a href="http://poqcommerce.com/app-commerce/2016/07/poq-app-retention-report/">App Commerce Report</a>. </p> <p>For example, adding a ‘Wishlist’ button can inspire repeat purchases. Users who add items to their wishlist have a 1.8x higher conversion rates than average, and spend 3.6x longer browsing.</p> <p>Furthermore, adding share buttons can boost referrals.</p> <p>Shoppers who use social sharing are twice as likely to keep using the app, and deliver over 3x higher conversion rates than the average.</p> <h3>Managing efficient mobile advertising campaigns </h3> <p>Of the topics discussed, mobile advertising presented the widest range of views.  </p> <p>While some saw the obvious upside in carrying ads on their sites and apps, there was a strong sense that the spread of pre-roll video ads and interstitials are invasive, and not welcomed by their customers.    </p> <p>We ended by <a href="https://econsultancy.com/blog/68026-programmatic-advertising-why-the-trend-for-moving-it-in-house/">weighing up the case for outsourcing mobile ads</a> to third-party trading desks and building in-house capabilities, which stirred <a href="https://econsultancy.com/blog/65860-13-interesting-quotes-from-our-programmatic-marketing-panel/">recurring questions about transparency and trust</a> with agencies and trading desks. </p> <h3>Last word </h3> <p>We’d love to hear from you with recommendations for video compression tech and partners.  </p> <p>If you can share experiences of app marketing which builds loyalty and revenue, please leave your comments.</p> tag:www.econsultancy.com,2008:BlogPost/68190 2016-08-16T15:10:27+01:00 2016-08-16T15:10:27+01:00 Apple to launch iOS App Store Ads: An interview with Doubledown's Brett Patterson Evan Dunn <h3 dir="ltr">How will Apple’s iOS App Store Ads work? How will they fit into the bigger picture of app marketing?</h3> <p dir="ltr">These will function much like Google’s promotional ads in Google Play: advertisers can pay for their apps to rank at the top of search results.</p> <p dir="ltr">Users search for ads, and advertisers pay to show up at the top of specific keyword searches.</p> <p dir="ltr"><em>Google Play search ad</em></p> <p dir="ltr"><img src="https://assets.econsultancy.com/images/0007/8075/Goole_Play_search_ad.png" alt="" width="448" height="459"></p> <p dir="ltr">This is going to be a game-changer for apps that bring in revenue with iOS devices. This new inventory of ads will be extremely low funnel for advertisers and highly relevant to consumers.</p> <h3 dir="ltr">How will Apple’s platform differ from advertising in Google Play?</h3> <p dir="ltr">I imagine the look and feel of iOS App Store Ads will be similar to Google Play, but the big advantage for advertisers will be direct access to App Store inventory, no strings attached.</p> <p dir="ltr">With Google, advertisers must bid on Google Search inventory to be able to bid on Google Play inventory.</p> <p dir="ltr">Google does not provide a way to separate out inventory or provide analytics to show how much of your paid search traffic came from either source.</p> <p>The no-strings-attached nature of iOS App Store Ads gives advertisers new levels of freedom in their app promotion strategy.</p> <h3>This could mean big things for the startup world. Who do you see will benefit the most iOS App Store Ads?</h3> <p dir="ltr">Apps that seek new customers via iOS traffic will benefit most. Big brands - and brands with media budgets in general - will get the quick wins because they have the budget to cover more search keywords.</p> <p dir="ltr">Brands like these should be able to quickly figure out what keywords are going to bring returns, and then can push out smaller competition with market saturation.</p> <p dir="ltr">If you are a search marketer, the skills you’ve used in other <a href="https://econsultancy.com/reports/paid-search-marketing-ppc-best-practice-guide/">paid search</a> environments should translate well.</p> <p dir="ltr">Apple’s move into app store ads is representative of the growing number of search-based paid media marketplaces (like Pinterest Ads for example).</p> <p dir="ltr">Brands will look more to search marketing experts, as your bidding and keyword expertise is much more relevant than the skills of your display counterpart. </p> <h3 dir="ltr">But not everyone’s going to be happy, I imagine…</h3> <p dir="ltr">No, you’re right. All search vendors (Google, Bing and Yahoo) will feel the pinch as portions of budgets are redirected to the iOS App Store, which will be more direct-to-consumer.</p> <p dir="ltr">Bing and Yahoo risk losing traction more than others. They don’t have a direct source to an app marketplace, so they lack critical mobile acquisition features like “click-to-install”.</p> <p dir="ltr">Apple will probably take a significant share of app advertisers’ budgets from these two search engines.</p> <p dir="ltr">Incentivized Display Vendors - such as Tapjoy &amp; NativeX, for example - might feel a sting as well.</p> <p dir="ltr">IDVs used to drive iOS App Store rankings because advertisers will no longer feel pressure to send cheap traffic to their iOS store pages in order to game organic search rankings.</p> <p dir="ltr">Taking advantage of iOS App Store Ads will likely have the same effect, but with more measurement and opportunities for optimization. </p> <p dir="ltr">Advertisers with small budgets won’t be able to compete with the budgets of their larger competitors.</p> <p dir="ltr">If they don’t play the game early and with some clever keyword selection and bidding strategy, their apps will most likely get pushed farther and farther down the rankings.</p> <h3 dir="ltr">What response should app advertisers have towards these ads?</h3> <p dir="ltr">If you are a buyer, you should take advantage of Apple’s creation of a new source of premium inventory. You are going to love it.</p> <p dir="ltr">The introduction of the ads feature should lead to a wave of premium installs and conversions.</p> <p dir="ltr">You’ll be able to control this inventory with the same precision you get with Adwords, but the value for apps will be much higher than a typical Google search ad.</p> <p dir="ltr">This is going to be one of the best sources of iOS traffic (if not the best) out there and you need to assign the resources to pivot quickly once Apple launches the function.</p> <p dir="ltr">Apple has stated that this should be rolling out in Q3/Q4 with some sort of Beta. I imagine it will invite the folks with deeper pockets first, so small brands won’t even get a crack until early 2017.</p> <p dir="ltr">If you are not planning incorporate iOS App Store Ads into your media strategy, you should be.</p> tag:www.econsultancy.com,2008:BlogPost/68144 2016-08-08T02:30:00+01:00 2016-08-08T02:30:00+01:00 Five things you should know about Snow (Asia's Snapchat) Jeff Rajeck <p>Launched in Asia in September 2015, Snow is a video chat app which is now available globally.</p> <p>It has all the signs of being a smash hit with the selfie-obsessed generation, but there are a number of other things that digital marketers should know about it.</p> <p>Here are five key points to get you started.</p> <h3>1) Snow is a lot like Snapchat</h3> <p>Snow is available like any other mobile app on both the <a href="https://itunes.apple.com/us/app/snow-selfie-motion-sticker/id1022267439">Apple App Store</a> and via <a href="https://play.google.com/store/apps/details?id=com.campmobile.snow">Google Play</a>.</p> <p>In the app stores, Snow is described as a 'Selfie, Motion sticker, Fun camera', but it might as well be called 'Asia's Snapchat'.</p> <p>Reason being that Snow has all of the basic features of Snapchat - like chat with disappearing photos and video - but it was developed and launched in Asia, initially.</p> <p>Crucially, Snow features the photo and video lenses that everyone loves so much on Snapchat.</p> <p>Some of these lenses are familiar...</p> <p><img src="https://assets.econsultancy.com/images/0007/7661/snapchat2.jpg" alt="" width="497" height="452"></p> <p>..others are quite different...</p> <p><img src="https://assets.econsultancy.com/images/0007/7662/snow.jpg" alt="" width="488" height="447"></p> <p>and still others seem to <a href="https://www.facebook.com/snowapp/videos/680065395465226/">push the current limits of selfie-taking</a>.</p> <img src="https://assets.econsultancy.com/images/0007/7665/snow2.jpg" alt="" width="488" height="266"> <p>Overall, though, the app is slick, its interface is intuitive and Snapchatters will find it very easy-to-use.</p> <h3>2) Snow is growing fast</h3> <p>Snow was only launched in September 2015, but as of July 2016 it has had 40m downloads. </p> <p>Though it's a bit early to discuss meaningful statistics such as user demographics and monthly active users (MAUs), its growth is phenomenal. It took Facebook over two years to have that many users.</p> <h3>3) Snow's parent company has big plans for the app</h3> <p>Snow was built by CampMobile which is currently a subsidiary of Korean firm Naver.</p> <p>Naver is well-known to those in Asia as the company which built LINE, the main chat application in Japan with a big following in Thailand and Indonesia as well.</p> <p>In a July 29th investor conference call, <a href="http://www.kita.org/global/ecoView.do?seq=17319&amp;searchWrd=&amp;pageIndex=1">Naver said that it aims to spin off Snow</a> so that the app might follow the path of LINE.</p> <p>For those unfamiliar with LINE, it is a chat app originally built by Naver, but created for the Japanese market. LINE was subsequently spun off by Naver and LINE recently IPO'd in New York and Tokyo in July. LINE, on its own, is now worth over $6bn.</p> <p>The reason LINE has been so successful is that it has crossed over from chat app to a platform with integrated services (taxi, grocery, etc.) and mobile payments. LINE also has 8m users who regularly buy stickers and 1.6m users who pay for LINE branded games.</p> <p>Econsultancy subscribers can read more about LINE in our <a href="https://econsultancy.com/reports/the-japan-digital-report">2016 Japan Digital Report</a>, but suffice it to say that Naver has already launched a very successful app platform and are looking to do it again with Snow.</p> <p><img src="https://assets.econsultancy.com/images/0007/7668/LINE.jpg" alt="" width="513" height="298"></p> <h3>4) Snow works in China, Snapchat does not</h3> <p>This is possibly the most important, yet under-reported, aspect of Snow.</p> <p>The Chinese internet regulators have blocked Snapchat in China and so Snapchat's app does not work there. Snow, however, does work and so it is likely that it will take Snapchat's place in the country.</p> <p>There is no consensus on why Snapchat has been blocked and Snow has not, but some speculate it is because Snapchat uses Google Cloud, which is blocked in China as well. Also, Snapchat may not be providing the access to data required by the Chinese government.</p> <p>Regardless, if Snow gains traction in China then it will have access to hundreds of millions of users that Snapchat does not.</p> <h3>5) Snow is another sign that the West is not winning in China</h3> <p>Before Snow, Snapchat may have enjoyed a first-mover advantage in China for its disappearing video chat. Now, even if it is allowed by the Chinese regulator, Snapchat will be forced to compete feature-by-feature with a regional firm.</p> <p>Recent events tell us that this is very bad for Snapchat. </p> <p>Looking at all of the Western vs. Chinese digital services showdowns recently, it seems that the Chinese firm wins every time.</p> <ul> <li>For ecommerce, <strong>Alibaba and Tmall have taken the place of Amazon</strong> in China.</li> <li>In search, <strong>Baidu now has 3 times the market share of Google</strong> in greater China.</li> <li>And for taxis, <strong>Didi Chuxing just bought all of Uber China's assets</strong> effectively kicking them out of the country.</li> </ul> <p>(For more on China's digital players, subscribers should have a look at Econsultancy's <a href="https://econsultancy.com/reports/the-china-digital-report">China Digital Report</a>)</p> <p>The narrative for each defeat seems to be similar. A US firm develops a new web service, proves that it has a viable business, and then, when it is launched in China, is beat out by a local firm.</p> <p>Admittedly, Snow is not a Chinese firm and so it may suffer the same fate. But the fact that Snow is not blocked shows that the regulators in China prefer Naver to Snapchat for the time being.</p> <h3>So...</h3> <p>Snow is available for everyone now and it is a great app. </p> <p>Naturally, most Westerners will not have a large group of friends on the app network, but as a way to take new and interesting selfies, it's quite good and worth a download anyway.</p> <p>In the longer term, however, it looks possible that Snow will be the preferred video chat app in Asia and so its worth getting to know and keeping an eye on.</p> tag:www.econsultancy.com,2008:BlogPost/67895 2016-06-01T11:44:43+01:00 2016-06-01T11:44:43+01:00 How Wish uses 'aggressive' automated email in ecommerce Ben Davis <h3>Day three: basket abandonment</h3> <p>Below is the second email I received (the first on day one was a welcome email and chiefly for email address verification). It points me towards an item I left in my basket.</p> <p>One slight problem with Wish's time sensitive offers is the fact that here is a product <a href="https://assets.econsultancy.com/images/0007/5259/instant_2.PNG">I had viewed at £8</a> when I used the app a few days ago. Now Wish is pushing it back to me at £9.</p> <p>Granted, both prices are fairly reasonable, but it does show a potential downside to the discount model.</p> <p>Elsewhere in the email, it's interesting that Wish has attached a YouTube haul video. The video shows a makeup haul, which isn't best suited for me.</p> <p>Wish knows my gender, it asked me during the signup process, but has likely added this video to all such emails, regardless of gender.</p> <p>The retailer may well be promoting its YouTube content here to re-emphasise its value proposition. The haul videos stress that the products are cheap but their quality is adequately good.</p> <p>For a new(ish) platform with a slightly unusual UX, <a href="https://econsultancy.com/blog/65722-18-highly-effective-examples-of-social-proof-in-ecommerce/">social proof</a> is important to tempt first-time users back into the app.</p> <p><img src="https://assets.econsultancy.com/images/0007/5482/Screen_Shot_2016-05-31_at_13.43.45.png" alt="wish email" width="450"></p> <h3>Day four: browsing follow-up</h3> <p>I had browsed a range of trainers on the Wish app, so was slightly surprised this follow-up email focused on sandals. Indeed, the showcased products seem to be mostly shoes.</p> <p>Despite this slight confusion in categories, I liked the format of the email, with simple product images that are all individually linked to product pages, or the option to see the full collection.</p> <p>Notice the email subject tackles the topic of 'creepiness' head on, telling me what I've been browsing. This is smart - recognising the elephant in the room means Wish mitigates any customer unease.</p> <p><img src="https://assets.econsultancy.com/images/0007/5483/Screen_Shot_2016-05-31_at_13.46.59.png" alt="wish email" width="450"></p> <h3>Day four: trending products &amp; recommendations</h3> <p>On day four Wish also sent me the email below, which I've split into two images.</p> <p>It's a classic bit of <a href="https://econsultancy.com/reports/email-census/">email marketing</a>. Some gender-specific products are surfaced (the wallets category), as are recommendations similar to my wishlist (where I had liked a watch strap) and links to other categories are provided.</p> <p>The footer promotes the Wish app, which by day four I had deleted.</p> <p>As far as I'm aware, there's no way to find out if a user has deleted an iOS app, but I can't rule out Wish having some kind of work-around here.</p> <p><img src="https://assets.econsultancy.com/images/0007/5500/Screen_Shot_2016-05-31_at_14.23.20.png" alt="email from wish" width="300">  <img src="https://assets.econsultancy.com/images/0007/5494/Screen_Shot_2016-05-31_at_14.23.42.png" alt="wish email" width="300"></p> <h3>Day six: more trending products and recommendations (effectively a non-open resend)</h3> <p>Another recommendation email next.</p> <p>Though I didn't engage with the first email, <a href="https://econsultancy.com/blog/63747-why-more-emails-at-christmas-almost-always-means-more-money/">studies have shown email resends to non-opens</a> to be a successful tactic, so Wish obviously sees the same with its testing.</p> <p>This isn't a resend per se, but the email layout and half of the content matches very closely to day four's email.</p> <p><img src="https://assets.econsultancy.com/images/0007/5503/Screen_Shot_2016-05-31_at_15.06.30.png" alt="wish email" width="300">  <img src="https://assets.econsultancy.com/images/0007/5502/Screen_Shot_2016-05-31_at_15.06.54.png" alt="wish email" width="300"></p> <h3>Day six: wishlist reminder</h3> <p>I had added a watch strap to my favourites and six days later Wish sent me the email below.</p> <p>The delay was smart, being time enough for me to have potentially bought the watch strap. Sending a reminder too soon may have put me off.</p> <p>The email subject line is impressive, personalised to the product I had favourited.</p> <p>If these <a href="https://econsultancy.com/blog/64878-45-words-to-avoid-in-your-email-marketing-subject-lines/">subject lines</a> are automated, there must have been extensive copywriting or <a href="https://econsultancy.com/blog/67745-15-examples-of-artificial-intelligence-in-marketing/">a machine learning algorithm</a> involved in the original setup.</p> <p><img src="https://assets.econsultancy.com/images/0007/5504/Screen_Shot_2016-05-31_at_15.13.54.png" alt="wish wishlist reminder" width="450"></p> <h3>Conclusion</h3> <p>Though I have called Wish's automated email 'aggressive' I don't think that's a bad thing. The retailer's whole strategy is about encouraging time in app as well as impulse buys.</p> <p>As we know from some studies, <a href="https://econsultancy.com/blog/62997-send-more-email-make-more-money">more email means more money</a>. </p> <p>It's an effective channel that, though it may serve to annoy the one-off customer, does much to encourage <a href="https://econsultancy.com/blog/64481-finding-your-best-customers-with-the-rfm-matrix">high-value customers</a> to purchase.</p> <p>From a marketing automation point of view, it's great to see a retailer investing heavily in this area given that many <a href="https://econsultancy.com/blog/67815-why-marketers-are-failing-to-make-the-most-of-automated-emails">marketers are failing to make the most of triggered emails</a>.</p> tag:www.econsultancy.com,2008:BlogPost/67866 2016-05-20T11:51:44+01:00 2016-05-20T11:51:44+01:00 Five implications of Android Instant Apps for marketers Ben Davis <h3>A game changer for NFC?</h3> <p>The whole debate around customer experience with <a href="https://econsultancy.com/blog/67705-what-s-now-next-for-digital-technology-in-retail-stores/">iBeacons</a> comes down to the app. Marketers can only target those with their app installed and the challenge is providing genuinely useful functionality that also happens to be interruptive.</p> <p>So far, iBeacons haven't been a success. But in the world of Android, neither has <a href="https://econsultancy.com/blog/65307-five-retailers-using-nfc-and-rfid-to-enhance-shopping-but-do-they-work">NFC</a>.</p> <p>Yes, NFC has different use cases, downloading an app or launching a web page with customer intent (they need to tap). But problems still exist - the user has to trust the web experience will be seamless.</p> <p>Implementations of NFC thus far haven't always been successful.</p> <p>But one of the demonstrations of Instant Apps from Google is the parking meter shown below. The experience is started by NFC, which launches the Instant App, and allows a customer to pay for parking within a slick 'native' environment.</p> <p>The implications for NFC could be dramatic, providing implementation is as smart as this example.</p> <p><img src="https://2.bp.blogspot.com/-mVhKMMzhxms/VzyKg25ihBI/AAAAAAAADEM/dJN6_8H7qkwRyulCF7Yr2234-GGUXzC6ACLcB/s800/Park%2Band%2BPay%2B-%2BDevice%2Bwith%2BMeter%2B%2528Final%2529.gif" alt="nfc launch app" width="360" height="728">  </p> <h3>A gamechanger for payment?</h3> <p>One of the beauties of launching an Instant App is the ability for customers to pay via Android Pay.</p> <p>This is part of what makes the example above (the parking meter) even more compelling. Payment details are already stored and checkout occurs quickly.</p> <p>Allowing Android users to pay within apps they have never installed opens up a world of services. Think of the convenience in mobile commerce.</p> <h3>A gamechanger for app discovery?</h3> <p>No navigating the app store. No waiting for download then cancelling.</p> <p>Metrics such as the percentage of downloaders still using the app after a set time period should improve because the user can preview the app and have more of an idea of whether they like it or not.</p> <p>Most importantly though, the GIF below shows what a boon this will be to <a href="https://econsultancy.com/blog/66977-eight-reasons-to-kill-your-native-mobile-app">app discovery.</a> The users will potentially do the job for you, sharing an Instant App link with friends via a social network or messaging app.</p> <p>And, of course, the app creator can also promote in this way, sharing the link through <a href="https://econsultancy.com/reports/email-census/">email marketing</a>, brand messaging, SMS etc.</p> <p><img src="https://2.bp.blogspot.com/-q5ApCzECuNA/VzyKa9l0t2I/AAAAAAAADEI/nYhhMClDl5Y3qL5-wiOb2J2QjtGWwbF2wCLcB/s800/BuzzFeed-Device-Install%2B%2528Final%2529.gif" alt="messaging android app" width="360" height="728"> </p> <h3>A gamechanger for UX? </h3> <p>Apps are more immersive, use more smartphone functionality and are often more beautiful. The problem is that we can't be bothered with them.</p> <p>According to <a href="https://econsultancy.com/blog/67783-five-key-findings-for-marketers-from-ofcom-s-media-report/">Ofcom's recent media usage study</a>, 42% never download new apps (see below).</p> <p>Now that we might be bothered, using Instant Apps to access modular functionality, will the days of poor mobile experiences be forgotten.</p> <p>And what will Tim Berners Lee think? Is this open web or not?</p> <p><img src="https://assets.econsultancy.com/images/0007/4277/Screen_Shot_2016-04-25_at_13.06.11.png" alt="ofcom stats" width="615"></p> <h3>A gamechanger for customer service?</h3> <p style="font-weight: normal;">I'm not entirely sure about this, but I needed a fifth point.</p> <p style="font-weight: normal;">The messaging GIF above, what if that was an interaction with a brand (e.g. through <a href="https://econsultancy.com/blog/67864-vr-messaging-or-assistant-which-is-the-best-bet-for-google/">Allo</a> or Facebook Messenger)? The brand could use Instant App links to better serve customers.</p> <p>For instance, a bank could offer a link to a loan calculator in-app. I can't think of too many examples of this, but it does seem like a possible improvement to cross-channel service, above and beyond deep linking. </p> tag:www.econsultancy.com,2008:BlogPost/67614 2016-03-07T11:58:30+00:00 2016-03-07T11:58:30+00:00 Start Me Up! Tunsy is the 'Tinder' marketplace app for fashion Ben Davis <h3>In one sentence, what is your product/service?</h3> <p>Tunsy is the ultimate shopping app. It learns from your choices to push you more and more products you may love thanks to our machine learning algorithm.</p> <h3>What problem(s) does it solve?</h3> <p><strong>1. Learning what you like and don't like:</strong></p> <p>Emmanuel &amp; I are not what we may call fashionistas but the fact is we want to look great.</p> <p>The problem is that we do not have the time and patience for shopping, whether we still know what we like or not.</p> <p>That’s where Tunsy arrives. The more we swipe, the more the app learns about what we like and don’t like.</p> <p>So, the more you use the app, the less you have to search for something you may like.</p> <p><strong>2. Multi-retailer shopping:</strong></p> <p>We are a marketplace working now with big brands but we want to be accessible to every retailer.</p> <p>If you have three products in your cart (one from Macy’s, one from ASOS and the last one from Topshop), you won’t have to pay three times.</p> <p>You just pay once without leaving the app (ever) and receive all your products from these retailers. </p> <p><img src="https://assets.econsultancy.com/images/resized/0007/2673/02_onboarding_01-blog-flyer.jpg" alt="tunsy" width="300"></p> <h3>What were the biggest challenges involved in building the tech or growing your team?</h3> <p>The biggest challenge is all about making the app as easy as possible even if the tech side is really complicated. That’s what we love: making things look simple.</p> <p>I find myself really lucky with the team we have.</p> <p>We've come through good and bad times together and I wouldn't change this team for anything in the world.</p> <h3>How will the company make money?</h3> <p>That’s the best part of Tunsy.</p> <p>Since we focus all our efforts on making the app user-centric, our business model is going this way too.</p> <p>We want no commission and no margin on the products we sell. We’re aiming to build a perfect retail platform focused on data.</p> <p>To explain that in an easy way, we want to be the Facebook ads of retailing by selling visibility and allowing retailers to target their products to the audience who might like it (again using machine learning).</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/2674/04_homepage_02-blog-flyer.jpg" alt="tunsy app" width="300"></p> <h3>Where would you like to be in one, three and five years' time?</h3> <p>In a year we want to start promoting the app with a dedicated budget and making it more social by updating and <a href="https://econsultancy.com/blog/67249-a-beginner-s-guide-to-a-b-testing/">A/B testing</a> the features we have already designed.</p> <p>In three years, we want to be able to plug in any retailer who wants to join Tunsy, allowing smaller retailers to gain online visibility, to test their products and to sell them. </p> <p>In five years comes the interesting part. One of our board members (CEO of one of the biggest clothing brands in the world) has got a problem. He needs to drive people from digital to physical stores, <a href="https://econsultancy.com/blog/67038-11-ways-to-track-online-to-offline-conversions-and-vice-versa">connecting online and offline</a>.</p> <p><strong>Storytelling time again:</strong></p> <p>You swiped a Lacoste shirt to your wishlist and maybe forgot about it or maybe your size was out of stock online.</p> <p>You’re walking along the high street and arrive in range of a Lacoste store (300 metres). You get notified - <em>The Lacoste Shirt you liked is available in your size at the Lacoste store 300 metres away</em>. </p> <p>The Lacoste store gets notified too and is able to prepare everything for your arrival - <em>Ben is on his way to the store for the Lacoste Shirt size X, please show him some love, Tunsy.</em></p> <h3>Who is in your team?</h3> <p><a href="https://www.linkedin.com/in/emmanueldurancampana">Emmanuel Duran Campana</a>, co-founder and CEO. <a href="https://www.linkedin.com/in/mehdiboumendjel">Mehdi Boumendjel</a>, co-founder and CCO.</p> <h3>Other than your own, what are your favourite websites/apps/tools?</h3> <p>I’ll make this one quick, there's one app that I really love (and it took me some time to fully appreciate it). <a href="https://econsultancy.com/blog/67257-15-reasons-your-brand-should-be-on-snapchat">Snapchat</a>.</p> <p>What I love is not just the communication system but how they made it look so simple. It's easy to use and addictive.</p> <p>I have lots more to say about it, probably too much, you should just follow me on Snapchat (@madouche) if you want to know more. :)</p> <p><em>For more on Tinder UIs in ecommerce read <a href="https://econsultancy.com/blog/67563-how-tinder-has-changed-ecommerce">How Tinder has changed ecommerce</a>.</em></p>