tag:econsultancy.com,2008:/topics/search-marketing Latest Search Marketing content from Econsultancy 2016-12-09T12:57:00+00:00 tag:econsultancy.com,2008:BlogPost/68623 2016-12-09T12:57:00+00:00 2016-12-09T12:57:00+00:00 10 juicy digital marketing stats from this week Nikki Gilliland <p>Don't forget to download the <a href="https://econsultancy.com/reports/internet-statistics-compendium" target="_blank">Internet Statistics Compendium</a> for further insight.</p> <p>Now, let's get straight to it.</p> <h3>British retail to gain a boost from ‘fly-in’ shoppers</h3> <p>According to lastminute.com, London stores are set to get a big boost from Spanish and Italian travellers this weekend, with many taking the opportunity to shop while travelling during Europe’s Immaculate Conception public holiday. </p> <p>Data suggests that that 11% of Spaniards and 10% of Italians that booked to travel through the site will arrive in London this weekend.</p> <p>Combined with the weak pound, this makes the UK capital the top destination for international shoppers.</p> <h3>Emails proven to be effective for prompting purchases after abandonment</h3> <p>Abandoned-basket emails are key to encouraging consumers to complete a transaction according to Experian’s Q3 Email Benchmark Report.</p> <p>It found that customers who receive multiple abandonment emails are 2.4 times more likely to complete a transaction than customers who receive only one.</p> <p><img src="https://assets.econsultancy.com/images/0008/2285/Experian_Report.jpg" alt="" width="600" height="441"></p> <h3>75% of retailers aren’t listening to customer feedback</h3> <p>According to the latest research from eCommera, there is an increasing gap between retailers’ perceptions of the customer experience and the actual reality. </p> <p>In interviews with 500 European retailers, 99% claimed to measure customer loyalty, but only 25% said they use customer feedback to do so. Instead, the majority rely on the number or value of purchases.</p> <p>Large businesses in particular appear to be failing here, with retailers that have a turnover of over £500m per annum claiming 38% of customers are ‘loyal’.</p> <h3>Eight in ten consumers find misleading business info from search</h3> <p>A new survey from Yext has revealed how critical inaccuracies in online business data is misleading consumers.</p> <p>In a survey of 2,000 consumers, eight in ten reported encountering incorrect information about a business when searching online, with 43% of consumers saying that this was not a rare occurrence.</p> <p>The research also found 65% of large UK businesses have incorrect addresses listed online, with 33% listing incorrect phone numbers. </p> <h3>Over half of minority groups feel under-represented in UK ads</h3> <p>The ‘Reflecting Modern Britain’ report by Lloyds has discovered that just 47% of consumers in the UK feel accurately portrayed in advertising.</p> <p>With just 19% of people featured in ads coming from minority groups, there still appears to be a lack of fair representation in the media.</p> <p>The report shows that, while disabled people represent 17.9% of the population, just 0.06% feature in the ads included in the study. </p> <p>Similarly, 0.29% of single parents feature in ads, despite the fact that they make up 25% of the population.</p> <p>Lastly, 35% of survey respondents feel the Asian community did not feature enough in ads, and 31% thought mixed race people were under-represented.</p> <p><img src="https://assets.econsultancy.com/images/0008/2286/Lloyds_study.jpg" alt="" width="740" height="511"></p> <h3>Local businesses prefer to advertise on Facebook </h3> <p>A new report by Borrell Associates has found that local businesses favour Facebook over any other social media platform to advertise.</p> <p>In a survey of 7,564 US businesses that had recently purchased local advertising, 84% now have a social media presence - a figure up from just 57% in 2011.</p> <p>From this percentage, 96% are on Facebook, with 80% having their own Facebook page and 62% buying Facebook ads.</p> <p>Just 51% of local businesses on social media have a Twitter account and 34% use Instagram.</p> <h3>31% of consumers use smartphones to click-through and buy from email </h3> <p>The DMA’s Consumer Email Tracker 2016 report has found that email remains the most-used medium for reaching consumers.</p> <p>Furthermore, 51% of consumers access emails with a smartphone. This percentage also rises to 69% for younger respondents, meaning that smartphones have overtaken desktop as the primary way for young people to access email.</p> <p>The report also found that 41% of millennials have two email addresses, with one often used as a ‘ghost’ account to screen marketing messages.</p> <p><img src="https://assets.econsultancy.com/images/0008/2287/Millennial_emails.jpg" alt="" width="560" height="750"></p> <h3>‘Chewbacca Mom’ is the most viewed Facebook Live video of 2016</h3> <p>It’s that time of year again, when brands look back at the biggest and most talked-about moments of the year.</p> <p>Facebook has just revealed the top ten most viewed Facebook Live videos, with ‘Chewbacca Mom’ taking the top spot.</p> <p>The top five include:</p> <ol> <li>Candace Payne: <a href="https://www.facebook.com/candaceSpayne/videos/10209653193067040/">Chewbacca Mom</a> </li> <li>Ted Yoder: <a href="https://www.facebook.com/tedyoder/videos/10153787061705895/">Soundscapes</a> </li> <li>Buzzfeed: <a href="https://www.facebook.com/BuzzFeed/videos/10155300775200329/">Countdown to the next presidential election</a> </li> <li>Atlanta Buzz: <a href="https://www.facebook.com/atlbuzz/videos/10155052739929832/">People are lining up to hug police officers in Dallas</a> </li> <li>NBC News: <a href="https://www.facebook.com/NBCNews/videos/1562519697101388/">Election results</a> </li> </ol> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FcandaceSpayne%2Fvideos%2F10209653193067040%2F&amp;show_text=0&amp;width=400" width="400" height="400"></iframe></p> <h3>46% of millennials plan to Christmas shop from their smartphone</h3> <p>Catchpoint has revealed how UK consumers are doing their Christmas shopping this year, with younger consumers three times more likely to use their smartphone than older consumers.</p> <p>A big reason appears to be convenience and lower stress levels, with 42% of millennials saying that shopping on their smartphone would result in a happier Christmas gift shopping experience compared to just 29% of older shoppers.</p> <p>Regardless of age, Catchpoint also discovered that bed is the preferred location for shopping online, followed by a desk during a lunch break.</p> <p>Interestingly, a third of millennials also cite a <a href="https://econsultancy.com/blog/68560-five-compelling-reasons-to-offer-free-wi-fi-in-store" target="_blank">lack of Wi-Fi</a> as a reason they’d be put off from Christmas shopping in-store. </p> <p><img src="https://assets.econsultancy.com/images/0008/2288/mobile_shopping.jpg" alt="" width="700" height="370"></p> <h3>Facial tracking reveals John Lewis to be the most engaging Christmas ad</h3> <p>John Lewis’s ‘Buster the Boxer’ is officially the most engaging festive ad, according to the results of a Realeyes study which measures viewers’ emotions by tracking facial expressions.</p> <p>The study involved measuring the emotional reactions of 4,450 people who watched a total of 65 ads.</p> <p>Taking the top spot with 94.8% on the emotionally compelling scale was John Lewis, narrowly beating The Body Shop’s Jungle Bells, which scored 94.1%.</p> <p>While the latter was the highest scoring ad among men, the Robert Dyas’ spoof of the Buster ad was found to be the most engaging for women.</p> tag:econsultancy.com,2008:TrainingDate/3123 2016-12-05T08:14:53+00:00 2016-12-05T08:14:53+00:00 Masterclass in Lead Generation - Singapore <p>B2B (Business-to-business) brands are increasingly turning to digital marketing tactics to generate leads, build demand, grow opportunities, engage prospects, and retain customers. As B2B marketing is significantly different from B2C marketing, this workshop aims to specifically address the unique issues and challenges faced by B2B marketers on digital platforms and social media.</p> <p>This 2-day intensive workshop explores how digital marketing can help B2B companies to fill the sales funnel with qualified leads, engage prospects in the buying journey, nurture leads, integrate with sales efforts and measure results.</p> tag:econsultancy.com,2008:TrainingDate/3120 2016-12-05T07:43:04+00:00 2016-12-05T07:43:04+00:00 Econsultancy's Certificate in Digital Marketing & Google AdWords Qualified Individual Certification **HRDF Claimable** - Malaysia <h3><strong>Course Details</strong></h3> <p>Econsultancy and ClickAcademy Asia are proud to launch the first world-class Certificate in Digital Marketing programme in Malaysia catering to senior managers and marketing professionals who want to understand digital marketing effectively in the shortest time possible. Participants who complete the programme requirement will be awarded the <strong>Econsultancy's Certificate in Digital Marketing</strong> and <strong>Google AdWords Qualified Individual</strong> <strong>Certificate</strong>.</p> <p style="font-weight: normal;">This is a part-time programme with 64 contact hours (total 8 days) spread over 8 weeks. Participants will only be certified after passing the Google AdWords exams and the digital marketing project, and complete at least 52 contact hours. </p> <p style="font-weight: normal;">The part-time programme covers topics ranging from the overview of digital marketing, customer acquisition channels to social media marketing.</p> <p>A special early bird rate of RM10,000/pax is applicable for participants who register one month before course date. (6% GST applicable)</p> <p>For more information and to register, please click <a href="http://www.clickacademyasia.com/classgroup/econsultancys-certificate-in-digital-marketing-google-adwords-certification-my/?id_class=868&amp;utm_source=econsultancy&amp;utm_medium=website&amp;utm_campaign=doublecert-my-aug2016" target="_blank">here</a> <a href="http://www.clickacademyasia.com/training/digital-marketing/certificate-in-digital-marketing"><br></a></p> <h4>For any queries, please call +65 6653 1911 or email <strong><a href="mailto:apac@econsultancy.com" target="_self">apac@econsultancy.com</a></strong> </h4> tag:econsultancy.com,2008:TrainingDate/3112 2016-12-02T05:34:05+00:00 2016-12-02T05:34:05+00:00 Search Engine Optimization (SEO) Marketing - Singapore <p><strong style="color: #000000;">Learn the Best Practices of SEO Marketing From UK's Top Digital Marketing Research &amp; Training Company!</strong></p> <p>This intensive 2-day course enables you to plan and build an organic search engine optimization (SEO) strategy. The right SEO strategy brings the right kind of visitors to your website, boosts online conversions and helps you stand out in the fiercely competitive online space. The course also gives you the latest updates on the increasingly tricky nature of SEO as search engine continuously innovates and online competition heats up.</p> tag:econsultancy.com,2008:ConferenceEvent/841 2016-11-17T05:22:20+00:00 2016-11-17T05:22:20+00:00 Digital Cream Singapore <p style="border: 0px; vertical-align: baseline;">Exclusive to 80 senior client side marketers, <strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Econsultancy's Digital Cream</strong> is one of the industry's landmark events for marketers to:</p> <ul style="border: 0px; vertical-align: baseline;"> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">convene and network with like-minded peers from different industries</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">exchange experiences</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">compare benchmark efforts</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">explore the latest best practice</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">discuss strategies</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">learn from others who face the same challenges with suppliers, technologies and techniques. </li> </ul> <p style="border: 0px; vertical-align: baseline;">In a personal and confidential setting (It's Chatham House Rules so what's said at Digital Cream, stays at Digital Cream), the roundtable format is a quick and sure-fire way to find out what's worked and what hasn't, an invaluable opportunity to take time out and come back to the office full of ideas.</p> <h3 style="border: 0px; vertical-align: baseline; color: #004e70;">Roundtable Format</h3> <p style="border: 0px; vertical-align: baseline;">There are 8 roundtable topics and each delegate chooses 3 table topics most relevant to you, each session lasting about an hour and fifteen minutes. Each roundtable is independently moderated and focuses on a particular topic discussing challenges or areas of interest nominated by the table's attendees in the time available. This level of input ensures you get the maximum from your day.</p> <p style="border: 0px; vertical-align: baseline;">Digital Cream has been devised by the analysts and editors at Econsultancy in consultation with the most senior digital buyers in the world and runs in London, New York, Melbourne, Sydney, Shanghai, Singapore and Hong Kong.</p> <p style="border: 0px; vertical-align: baseline;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Attendees pick three tables choices from the following full list of topics offered (extra topics will be removed at a later stage. If there is a topic you'd like to discuss which is not listed here, you can suggest it while registering):</strong> </p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">1. Agile Marketing - Develop a more responsive &amp; customer-centric approach</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">2. Content Marketing Strategy</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">3. Customer Experience Management</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">4. Data-Driven Marketing &amp; Marketing Attribution Management</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">5. Digital Transformation - People, Process &amp; Technology</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">6. Ecommerce</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">7. Email Marketing - Trends, Challenges &amp; Best Practices</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">8. Integrated Search (PPC/SEO) - Trends, Challenges &amp; Best Practices</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">9. Joining Up Online &amp; Offline Channels Data</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">10. Marketing Automation - Best Practices &amp; Implementation</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">11. Mobile Marketing</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">12. Online Advertising - Retargeting, Exchanges &amp; Social Advertising</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">13. Real-Time Brand Marketing - Using Data &amp; Technology To Drive Brand Impact</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">14. Social Media Measurement &amp; Optimisation</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">&gt;&gt;</strong> <strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">View past Digital Cream event photos (source: facebook page)</strong><br></strong></p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;"><a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10153875617599327" target="_blank">Digital Cream Sydney 2016</a>, <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10153214103704327.1073741876.90732954326&amp;type=3" target="_blank">Digital Cream Singapore 2015</a>, <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10153124439974327.1073741873.90732954326&amp;type=3" target="_blank">Digital Cream Sydney 2015</a>, <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10152276242849327.1073741856.90732954326&amp;type=3" target="_blank">Digital Cream Melbourne 2014</a> and <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10152209218799327.1073741854.90732954326&amp;type=3" target="_blank">Digital Cream Hong Kong 2014</a></p> tag:econsultancy.com,2008:ConferenceEvent/840 2016-11-17T05:07:45+00:00 2016-11-17T05:07:45+00:00 Digital Cream Sydney <p style="border: 0px; vertical-align: baseline;">Exclusive to 80 senior client side marketers, <strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Econsultancy's Digital Cream</strong> is one of the industry's landmark events for marketers to:</p> <ul style="border: 0px; vertical-align: baseline;"> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">convene and network with like-minded peers from different industries</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">exchange experiences</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">compare benchmark efforts</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">explore the latest best practice</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">discuss strategies</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">learn from others who face the same challenges with suppliers, technologies and techniques. </li> </ul> <p style="border: 0px; vertical-align: baseline;">In a personal and confidential setting (It's Chatham House Rules so what's said at Digital Cream, stays at Digital Cream), the roundtable format is a quick and sure-fire way to find out what's worked and what hasn't, an invaluable opportunity to take time out and come back to the office full of ideas.</p> <h3 style="border: 0px; vertical-align: baseline; color: #004e70;">Roundtable Format</h3> <p style="border: 0px; vertical-align: baseline;">There are 8 roundtable topics and each delegate chooses 3 table topics most relevant to you, each session lasting about an hour and fifteen minutes. Each roundtable is independently moderated and focuses on a particular topic discussing challenges or areas of interest nominated by the table's attendees in the time available. This level of input ensures you get the maximum from your day.</p> <p style="border: 0px; vertical-align: baseline;">Digital Cream has been devised by the analysts and editors at Econsultancy in consultation with the most senior digital buyers in the world and runs in London, New York, Melbourne, Sydney, Shanghai, Singapore and Hong Kong.</p> <p style="border: 0px; vertical-align: baseline;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Attendees pick three tables choices from the following full list of topics offered (extra topics will be removed at a later stage. If there is a topic you'd like to discuss which is not listed here, you can suggest it while registering):</strong> </p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">1. Agile Marketing - Develop a more responsive &amp; customer-centric approach</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">2. Content Marketing Strategy</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">3. Customer Experience Management</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">4. Data-Driven Marketing &amp; Marketing Attribution Management</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">5. Digital Transformation - People, Process &amp; Technology</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">6. Ecommerce</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">7. Email Marketing - Trends, Challenges &amp; Best Practices</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">8. Integrated Search (PPC/SEO) - Trends, Challenges &amp; Best Practices</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">9. Joining Up Online &amp; Offline Channels Data</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">10. Marketing Automation - Best Practices &amp; Implementation</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">11. Mobile Marketing</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">12. Online Advertising - Retargeting, Exchanges &amp; Social Advertising</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">13. Real-Time Brand Marketing - Using Data &amp; Technology To Drive Brand Impact</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">14. Social Media Measurement &amp; Optimisation</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">&gt;&gt;</strong> <strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">View past Digital Cream event photos (source: facebook page)</strong><br></strong></p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;"><a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10153875617599327" target="_blank">Digital Cream Sydney 2016</a>, <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10153214103704327.1073741876.90732954326&amp;type=3" target="_blank">Digital Cream Singapore 2015</a>, <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10153124439974327.1073741873.90732954326&amp;type=3" target="_blank">Digital Cream Sydney 2015</a>, <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10152276242849327.1073741856.90732954326&amp;type=3" target="_blank">Digital Cream Melbourne 2014</a> and <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10152209218799327.1073741854.90732954326&amp;type=3" target="_blank">Digital Cream Hong Kong 2014</a></p> tag:econsultancy.com,2008:BlogPost/68499 2016-11-08T14:20:39+00:00 2016-11-08T14:20:39+00:00 The problem with voice user interfaces like Amazon Alexa Ben Davis <p>Here are nine problems with voice that one could argue are yet to be fully resolved. </p> <h3>Discretion</h3> <p>Speaking into a device cannot be done with any discretion. This is one of the reasons some people predicted voice search would never take off.</p> <p>Wouldn’t users be far too bashful to be heard asking their device to order a large pepperoni pizza with a bottle of Coca-Cola and a Viennetta?</p> <p>More pertinently there are certain data that some people may be understandably uncomfortable in broadcasting.</p> <p>Of course, in the home, this argument will be more of a moot point. And voice is not intended to replace all other input methods.</p> <p style="font-weight: normal;">Nevertheless, there are many scenarios where voice input simply isn't appropriate.</p> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0008/1269/discretion.jpg" alt="la discretion" width="263" height="329"></p> <h3>Privacy</h3> <p>Alexa is actively listening to its adopted household 24 hours a day.<strong><br></strong></p> <p><a href="https://www.theguardian.com/technology/2015/nov/21/amazon-echo-alexa-home-robot-privacy-cloud">Rory Carroll explores this idea</a> entertainingly for The Guardian. The jist is that we have to decide whether we're happy to further close the gap between our homes and the outside world.</p> <p>Audio recordings of Alexa requests (and the moments before and after) are stored on Amazon's servers, alongside Alexa's own transcription of the request.</p> <p>The Alexa app does allow users to delete this data, but doing so is not recommended as the service should improve its accuracy with increased context.</p> <p>However, it's fairly obvious that there are privacy questions raised here. Aside from the fear of people listening in or hacking our interaction history, there is concern that companies will have access to too large a portion of our lives.</p> <p>In an article for The Atlantic, <a href="http://www.theatlantic.com/technology/archive/2016/05/the-privacy-problem-with-digital-assistants/483950/">Kaveh Waddell argues</a> that only when artificial intelligence can be embedded in devices (with speech analysis occuring locally) can it 'truly become an unobtrusive and discreet helper'.</p> <h3>Choice</h3> <p>Interacting with a digital assistant solely via voice, without a screen to provide output, has perhaps greatest implications for choice.</p> <p>Though the Alexa app will allow users to change default settings (for example, for news providers accessed when you ask Alexa about the news), voice output presents no choice for the user.</p> <p>When it comes to commerce, <a href="https://www.amazon.com/gp/help/customer/display.html?nodeId=201807210">according to Amazon</a>, Alexa will source requested purchases from:</p> <ul> <li>Your order history - (only Prime-eligible items)</li> <li>Amazon's Choice - (Amazon’s Choice items are highly rated, well-priced products with Prime shipping)</li> <li>Prime-eligible items - (including delivery by Prime Now for eligible items) </li> </ul> <p>In the UK, where purchasing isn't enabled, there is more choice intrinsic, because users must add a product to a shopping list via Echo then use their smartphone app to select a product and complete purchase.</p> <p>Alexa (and any personal assistant using a voice user interface) is nevertheless in a unique position for dictating product choice, media choice etc.</p> <p>Of course, this ethical problem exists within the 'traditional' Google search results, but delivering one result instead of 10 brings the issue into much greater focus.</p> <p><em>Thomas Hobson (of choice fame)</em></p> <p><em><img src="https://assets.econsultancy.com/images/0008/1270/hobson.jpg" alt="thomas hobson" width="250"></em></p> <h3>Multiple users</h3> <p>Imagine I own a Google Home speaker and all my family are asking it questions. At the moment, the device only supports a single Google account.</p> <p>So, my family's media choices and shopping habits will be logged as indicative of my behaviour, and will shape future recommendations (not to mention use my payment details, access my email account etc.).</p> <p>There are implications for the accuracy of future recommendations and contextual understanding (e.g. of my whereabouts), as well as the potential for misuse (by a cheeky guest).</p> <p>Essentially, the device should be personal but plainly isn't.</p> <p>Google is working on a solution to allow multiple accounts, but surely problems will still arise unless these devices learn to differentiate between voices (or users regularly deactivate or lock their devices). </p> <h3>Sophistication</h3> <p>Though Alexa has plenty of great reviews, it's clear that speech analysis is nowhere near robust enough to prevent annoying UX failures. Namely, asking five times before giving up and using a graphical user interface.</p> <p>This is perhaps best demonstrated by Satya Nadella's use of Cortana at 2015's DreamForce event. As described <a href="https://www.yahoo.com/tech/hilarious-cortana-fail-microsoft-ceo-nadella-got-burned-190348151.html">by Yahoo! Tech</a>, Nadella 'began by asking Cortana, “Show me my most at-risk opportunities. Cortana hilariously interpreted it as, “Show me to buy milk at this opportunity.”'</p> <p>On Nadella's second attempt at the command, Cortana erroenously created a reminder of some sort.</p> <p>Of course, the tech will continue to improve, and currently works best when limited to a number of common commands (music, shopping list etc.), but for someone with a terribly flat telephone voice like myself, misunderstanding is something I have to consider.</p> <p><iframe src="https://www.youtube.com/embed/1B4agbj1A_c?wmode=transparent" width="560" height="315"></iframe></p> <h3>Commercial oversight and branding</h3> <p>It's not just issues on the consumer side to consider. Google doesn't provide voice search data in the Google Search Console, so companies have little idea of customer usage.</p> <p>Additionally, brands currently have little control on how information from their web pages is presented by a voice user interface.</p> <p><a href="http://searchengineland.com/marketers-need-know-google-assistant-google-home-250112%20">Writing for Search Engine Land</a>, Joe Youngblood describes how he 'asked Google a question about an NFL player’s stats. The answer Google gave [him] was originally written by Rotowire and published by ESPN. When it cited the source, Google called the website “Esss-Pen.com” instead of “E-S-P-N.”'</p> <p>Granted, that example was from a couple of years ago, but it demonstrates the problem at hand. </p> <h3>Advertising</h3> <p>There are two angles to take here.</p> <p>In the short term, will voice results cost certain publishers advertising revenue? Sites that package information which is then presented by Alexa, for example, will not be able to display ads to a voice user (or solicit data, subscriptions etc.).</p> <p>The other angle is that advertising is inherently difficult to offer via a voice user interface, because promoted products and services again prompt a debate about ethics.  </p> <h3>Polyglots</h3> <p>This is probably a subset of the 'sophistication' argument above.</p> <p>English users of Siri cannot currently ask for directions to places with Japanese names, as Japanese map data will not be accessible (as <a href="http://www.theverge.com/2016/3/24/11297072/smart-voice-assistant-language-issues-siri-alexa">Sam Byford of The Verge explains</a>). </p> <h3>Education</h3> <p>Perhaps the biggest task is educating people on how voice user interfaces work.</p> <p>Though the dream of many a UX designer (and voice pioneers specifically) is an interface that requires no learning, an intuitive system, users currently have to get to grips with set up and a sister app.</p> <p>There is also the task of educating users as to how various services integrate, what exactly is possible with devices such as Alexa, and how information is selected. </p> <h3>But....</h3> <p>For all the downsides of voice, we shouldn't forget that it isn't meant to replace all other devices.</p> <p>Amazon packages Echo with examples of basic queries, and these assistants are very much designed to intially manage a connected home, a calendar, and a shopping list.</p> <p>Greg Hart, Amazon’s vice president in charge of Echo and Alexa <a href="http://www.slate.com/articles/technology/cover_story/2016/04/alexa_cortana_and_siri_aren_t_novelties_anymore_they_re_our_terrifyingly.html">tells Slate</a> that building a voice assistant that can respond to every possible query is "a really hard problem.”</p> <p>“People can get really turned off if they have an experience that’s subpar or frustrating.”</p> <p>However, use cases for a hands-free, eyeball-free interface, are anything but scarce. So, voice is likely here to stay, but there's much to be figured out.</p> tag:econsultancy.com,2008:BlogPost/68490 2016-11-08T09:50:00+00:00 2016-11-08T09:50:00+00:00 Google's Accelerated Mobile Pages: 12 pros and cons Ben Davis <p>Oh, and if you want a very quick intro beforehand, <a href="https://econsultancy.com/blog/67567-four-things-you-need-to-know-about-google-accelerated-mobile-pages-amp/">I wrote one</a> earlier this year.</p> <p><img src="https://3.bp.blogspot.com/-LdyYewdm_FM/V6BVulm3nUI/AAAAAAAABtQ/jH99mcZ_WKklsH-zzJWW-kwCKvpK2j1NgCLcB/s480/ampexample1.gif" alt="amp" width="282" height="480"></p> <h3>Cons</h3> <h4>Wringing value out of AMP ads could be a slow process</h4> <p>The Wall Street Journal <a href="http://www.wsj.com/articles/google-amp-gets-mixed-reviews-from-publishers-1477648838">recently reported</a> grumblings from some anonyomous figures in news publishing who say that AMP pages generate half as much value for publishers.</p> <p>It is true, of course, that the AMP HTML format does not allow popup ads and the like (that's the whole point), or some other customised formats that publishers have in place.</p> <p>Although I think it is justifiable to include this point as a con, one could argue that Google has rapidly expanded the functionality of AMP ads.</p> <p><a href="https://amphtml.wordpress.com/2016/10/26/do-more-with-ads-on-amp/">A recent blog post</a> from AMP at the end of October serves as a suitable riposte - 70 ad tech providers have integrated with AMP, video and custom ad formats are supported, and there's more on the way.</p> <p>Incidentally, The Washington Post has said that it generates the same revenue on AMP pages as full mobile website pages. </p> <h4>AMP isn't exactly easy to implement</h4> <p>It's the nature of the beast that AMP is a restrictive framework. The implementation effort is not something to be underestimated.</p> <p>Yes, the gains can be impressive but some believe that improving the performance of your standard HTML web pages should be higher priority.</p> <p>Simply put, those implementing AMP are likely to be those that already focus on performance optimisation.</p> <p>Those thinking of implementing AMP from a standing start (medium weight pages) may be better following Google's mobile-friendly guidelines to begin with (e.g. image optimisation and the removal of render-blocking JavaScript).</p> <h4>AMP offers limited functionality</h4> <p>AMP is evolving quickly, with rudimentary forms now possible and Disqus integration happening earlier this year. However, it's fairly obvious that product pages are a way off, for example (despite <a href="https://amphtml.wordpress.com/2016/09/21/experience-the-lightning-bolt/">pioneering work by eBay</a>).</p> <p>There is also some third-party software that many webmasters decide they can't do without. This is a value judgment one has to make, but if data capture, conversion or tracking is compromised, AMP may be a bridge too far, particularly for some smaller publishers. </p> <h3>Pros</h3> <h4>Incredibly good distribution</h4> <p>Google AMP results show up prominently in the mobile search carousel. Of course, this results in increased traffic. </p> <p>It also adds some undoubted cachet, given that at this early stage of AMP, your content may easily leap above that of your competitors and occupy this large area of the mobile SERPs.</p> <p><img src="https://assets.econsultancy.com/images/0007/2290/IMG_2621.PNG" alt="amp" width="300"></p> <h4>More new and returning visitors</h4> <p>The stats offered on <a href="https://amphtml.wordpress.com/2016/10/07/amp-a-year-in-review/">a recent Google AMP blog post</a> are pretty amazing: </p> <ul> <li>Washington Post — 23% increase in mobile search users who return within seven days.</li> <li>Slate — 44% increase in monthly unique visitors and a 73% increase in visits per monthly unique visitor.</li> <li>Gizmodo — 80% of Gizmodo’s traffic from AMP pages is new traffic, 50% increase in impressions.</li> </ul> <h4>Higher clickthrough rates</h4> <p>Wired has apparently seen a 25% increase in click through rates (CTR) from mobile search results, with CTR on ads in AMP stories up by 63%.</p> <p>Though some haven't yet got to grips with AMP ads, it's easy to envisage how AMP can increase ad performance (both search and display) if users are more inclined to click.</p> <h4>Ad viewability  </h4> <p>A DoubleClick study of 150 publishers in 2016 found more than 80% realized higher ad viewability rates on AMP pages compared to non-AMP.</p> <p>So, though those aforementioned publishers may be unhappy with returns, it's clear that simplified and more secure webpages are better able to deliver advertising to human eyeballs.</p> <h4>Higher rankings</h4> <p><a href="https://econsultancy.com/blog/68441-site-speed-for-seo-why-it-s-about-more-than-just-loading-times/">Page speed</a> has increased in importance as a ranking factor over 2016.</p> <p>Google's second mobile-friendly update rolled out in May 2016, and <a href="https://econsultancy.com/blog/68425-google-to-create-separate-mobile-index-what-you-need-to-know/">Gary Ilyes recently announced</a> that a separate (and primary) mobile index will soon launch.</p> <p>This means quick pages and AMP pages in particular should see a continued boost in search ranking.</p> <h4>Traffic is growing</h4> <p>Those publishers that have implemented AMP are seeing increasing traffic. This is likely to be linked to Google's increasing surfacing of AMP pages, alongside users becoming better educated.</p> <p><a href="https://searchenginewatch.com/2016/10/31/publishers-are-struggling-with-amp-page-monetization/">Search Engine Watch reports</a> that Alex Wellen of CNN states 20% of CNN’s search traffic now goes to the news outlet’s AMP pages, and AMP traffic has increased by 80% in the past two months.</p> <h4>A free CDN</h4> <p>Part of Google AMP's success in speeding up pages comes from Google's caching of AMP content. Publishers can modify URLs to serve content directly from the Google AMP Cache (making it quicker).</p> <p>This is effectively a free CDN (<a href="https://en.wikipedia.org/wiki/Content_delivery_network">content delivery network</a>). Many publishers will already use another CDN, but for others, this is worth taking advantage of. </p> <h4>New tools help with implementation</h4> <p>Though we have stressed the level of difficulty of implementing AMP - not something to be undertaken on a whim - there have been more tools released by Google to help.</p> <p><a href="https://search.google.com/search-console/amp">A new testing tool</a> makes it easier to test and debug AMP pages, avoiding doubt about correct implementation.</p> <p>Other tools include an <a href="https://validator.ampproject.org/">AMP validator</a> browser extension, and a WordPress plugin.</p> <h4>UX (duh)</h4> <p>Some of these pros are beating around the bush a bit. The end goal is of course to improve page speed and user experience. Traffic etc. will follow.</p> <p>It's important to keep hitting the UX drum because AMP's attempted 'reset' of web design could be the most powerful weapon in the fight against crap advertising.</p> <p>Clean, readable mobile pages, with simple and impactful advertising formats that customers tolerate (perhaps even welcome?) is what it's all about - whatever model a publisher adopts.</p> tag:econsultancy.com,2008:BlogPost/68470 2016-10-28T14:27:34+01:00 2016-10-28T14:27:34+01:00 10 of the finest digital marketing stats we've seen this week Nikki Gilliland <p>This week’s roundup includes news on adspend, Halloween search, global ecommerce spend and lots more good stuff.</p> <p>Don’t forget to download the <a href="https://econsultancy.com/reports/internet-statistics-compendium/" target="_blank">Internet Statistics Compendium</a> for further insight. </p> <h3>Time change expected to trigger boost in travel spend</h3> <p>The clocks are set to go back an hour in the UK this weekend, and as a result, online search relating to travel is expected to skyrocket.</p> <p>Data from Lastminute.com shows that searches for international flights shot up 22% overnight when the clocks went back in 2015 - clearly a result of people wanting to escape their winter woes.</p> <p>With a 43% rise in searches, New York topped the list of the most-searched for destinations, followed by Milan, Amsterdam, Barcelona and Las Vegas.</p> <h3>1 in 3 customers are disengaged due to online billing</h3> <p><a href="https://www.echo-ms.com/knowledge-centre/research-resources/the-secrets-of-better-billing" target="_blank">New research</a> from Echo Managed Services has uncovered conflicting consumer views over online billing practice.</p> <p>Despite 70% of consumers preferring to view their bills online, a quarter of people would like greater clarity over their billing.</p> <p>Moreover, from a survey of over 1,000 consumers, 77% said they had experienced poor billing practice including inaccurate bills, incorrect tariffs and hard-to-understand documents.</p> <p>In order to become more in touch with their bills, 27% said they would like to receive alerts in advance to warn them of unusually high payments.</p> <p><img src="https://assets.econsultancy.com/images/0008/0872/Online_Billing.JPG" alt="" width="503" height="480"></p> <h3>India predicted to become the world’s second biggest ecommerce power</h3> <p>Worldpay’s Global Payments Report has predicted that India will overtake the US as the world’s next biggest ecommerce power, coming second only to China. </p> <p>While India currently accounts for less than 1% of the world’s ecommerce spend, the report predicts the value of the market will reach $2,039bn by 2034.</p> <p>This prediction comes on the back of wages in India rising 10% this year – combined with increased internet usage and the fact that 70% of the population are under the age of 35.</p> <h3>Harley Quinn is the UK’s number one searched-for Halloween costume</h3> <p>Data from Hitwise has revealed what the nation will be dressing up as this Halloween.</p> <p>Suicide Squad's Harley Quinn is the UK’s top costume search, followed by Disney’s Moana, Matilda and Deadpool.</p> <p>Unsurprisingly, searches for Donald Trump and Kim Kardashian have also been on the rise this year, coming out on top as the most searched-for celebrity costumes overall.</p> <p><img src="https://assets.econsultancy.com/images/0008/0873/Halloween.jpg" alt="" width="454" height="164"></p> <h3>57% of consumers expect companies to innovate</h3> <p>A new SalesForce report, the State of the Connected Customer, has revealed the extent to which customer expectations are rising alongside innovation in mobile technology.</p> <p>Now, customers expect that companies will anticipate their needs, with a personalised experience across all channels becoming standard.</p> <p>According to the report, 57% of consumers expect companies to innovate. In turn, 45% of consumers and 57% of business buyers are likely to switch brands if a company doesn’t anticipate their needs.</p> <p><img src="https://assets.econsultancy.com/images/0008/0874/Salesforce.JPG" alt="" width="633" height="308"></p> <h3>Eight out of 10 UK consumers are willing to provide personal measurements when online shopping </h3> <p>New research by Tryzens has shown that confusion over variation in size and fit is driving the rise of the ‘serial returner’.</p> <p>As a result, 68% of consumers say that they would be willing to provide their measurements to online retailers to ensure a good fit.</p> <p>With the estimated average cost of handling returns being £15 per order, this would be a win-win for both retailers and consumers alike, reducing business costs and improving customer experience.</p> <h3>GBBO winner backed by social media fans</h3> <p>It’s been the talk of Twitter for the past 10 weeks, and the latest data from Spredfast has revealed who was this year's most popular contestant from the Great British Bake Off.</p> <p>*Spoiler alert*</p> <p>Reflecting the final results, winner Candice Brown led as favourite throughout the series, garnering nearly 12,000 fan tweets overall.</p> <p>Andrew Smyth was a close second, with Jane Beedle’s popularity failing to take off.</p> <p><img src="https://assets.econsultancy.com/images/0008/0875/GBBO.png" alt="" width="780" height="396"></p> <h3>Mobile predicted to account for 75% of internet use in 2017</h3> <p>From analysis of 60 key markets, Zenith has predicted that mobile devices are expected to account for 75% of global internet use in 2017 - rising to 79% by 2018.</p> <p>The Mobile Advertising Forecasts report also found how quickly mobile has grown over the past four years.</p> <p>Accounting for just 40% of internet use in 2012, it rose to 68% in 2016. </p> <p>In terms of countries with the highest mobile internet use, Spain tops the list, followed by Hong Kong, China and the US.</p> <h3>45% of consumers have reportedly been a victim of cybercrime</h3> <p>According to new research from MarkMonitor, one in six people globally are said to have lost money due to cybercrime, with 20% losing in excess of £1,000.</p> <p>The most common type of fraud is false requests to reset social media account passwords, followed by emails from people attempting to solicit personal information.</p> <p>When it comes to consumer confidence, mobile banking apps and online shopping websites are rated the most trustworthy, both scoring over 50% in terms of trust.</p> <p><img src="https://assets.econsultancy.com/images/0008/0877/cybercrime.jpg" alt="" width="600" height="400"></p> <h3>US TV adspend fell 5.8% in September</h3> <p>According to data from Standard Media Index, overall TV adspend in the US declined 5.8% year-on-year this September, with broadcast TV seeing a particularly steep fall of 13.2%.</p> <p>Insight suggests that this is due to advertisers holding back on upfront spend in September, after committing a large proportion of the budget to the Summer Olympics. </p> <p>As a result, upfront spend decreased 25% while scatter spend was up 32% YoY.</p> tag:econsultancy.com,2008:BlogPost/68425 2016-10-20T11:50:28+01:00 2016-10-20T11:50:28+01:00 Google to create separate mobile index: What you need to know Patricio Robles <h3>It's coming in a few months</h3> <p><a href="http://searchengineland.com/google-divide-index-giving-mobile-users-better-fresher-content-261037">According to</a> Google's Gary Illyes, the new mobile index will be launched within "months."</p> <p>So it's right around the corner.</p> <h3>It will be made the primary index</h3> <p>Perhaps the most important aspect of Google's announcement is that the new mobile index will be made the primary index.</p> <p>The decision isn't surprising given the fact that Google says more than half of the searches it handles are now made on mobile devices.</p> <p>While Google hasn't revealed many details about this mobile index, there is already discussion about the potential implications, some of which could be significant.</p> <p>As Search Engine Land's Barry Schwartz notes...</p> <blockquote> <p>The most substantial change will likely be that by having a mobile index, Google can run its ranking algorithm in a different fashion across “pure” mobile content rather than the current system that extracts data from desktop content to determine mobile rankings.</p> </blockquote> <p>Some sites that remove or hide content from their mobile experiences could see fewer links and less content in Google's primary index.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Links will be scarcer on mobile. There will be loss of tokens (words). People put less content on mobile devices. <a href="https://twitter.com/hashtag/pubcon?src=hash">#pubcon</a></p> — Lisa Barone (@LisaBarone) <a href="https://twitter.com/LisaBarone/status/786608048567488512">October 13, 2016</a> </blockquote> <h3>A desktop index will be maintained, but...</h3> <p>Google will continue to maintain a desktop index, but it won't be refreshed as frequently.</p> <p>Nobody yet knows how less frequently the desktop index will be refreshed, but given that a substantial portion of Google searches still occur on desktop devices, the second-class nature of the desktop index could be bothersome to users and site owners alike.</p> <h3>AMP will arguably get more important</h3> <p>Google <a href="https://econsultancy.com/blog/66387-google-s-mobile-friendly-algorithm-four-early-test-results/">has been looking at mobile-friendliness</a> for over a year now, so the need to offer a quality mobile experience shouldn't come as a surprise to companies hoping to rank well.</p> <p>But with a dedicated mobile index, it's likely that <a href="https://econsultancy.com/blog/67567-four-things-you-need-to-know-about-google-accelerated-mobile-pages-amp/">Google Accelerated Mobile Pages (AMP)</a> will become even more important.</p> <p>Already, many publishers that have jumped on the AMP bandwagon <a href="http://digiday.com/publishers/publishers-excited-google-amp-traffic-wonder-revenue-will-follow/">have seen increased traffic from Google</a>, although monetization challenges remain.</p> <p>With Google making its new mobile index its primary focus, expect to see an even greater emphasis on AMP.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/google">@google</a> is making more room for AMP pages.....ahem...I mean will have a separate mobile index within months: <a href="https://t.co/jTDb0dZz4P">https://t.co/jTDb0dZz4P</a> <a href="https://twitter.com/hashtag/SEO?src=hash">#SEO</a></p> — Patrick Reinhart (@askreinhart) <a href="https://twitter.com/askreinhart/status/786957800043847680">October 14, 2016</a> </blockquote>