tag:econsultancy.com,2008:/topics/social Latest Social content from Econsultancy 2017-10-19T12:00:00+01:00 tag:econsultancy.com,2008:BlogPost/69507 2017-10-19T12:00:00+01:00 2017-10-19T12:00:00+01:00 Why Jack Wills and other fashion brands are prioritising influencer content Nikki Gilliland <p>According to influencer management platform Takumi, which manages the activity, the strategy has been highly successful. Recent influencer content for Jack Wills’ Sporting Goods collection generated 29,600 likes, 750 comments, an engagement rate of 2.99% - all with a reach of over 1m.</p> <p>So, why is influencer content proving to be the best choice for fashion brands? Here’s a bit more on the case study, along with what we might learn from it.</p> <h3>Resources and budget</h3> <p>There’s no doubt that social media has dramatically changed the fashion industry as a whole. Last year, Brooklyn Beckham was chosen as the photographer for Burberry’s latest ad campaign – in no small part thanks to his millions of Instagram followers (and perhaps his famous parents). Similarly, Kendall Jenner was chosen to be the face of Estee Lauder, over and above other models or celebrities with less influence on social. </p> <p>Alongside general reach, another reason fashion brands are turning to influencers on social media is that these campaigns can be much easier to facilitate – in terms of both time and budget.</p> <p>For Jack Wills, a brand that launches new collections every few months, new photo shoots and related ad campaigns can be time consuming and budget draining. While working with top Instagrammers doesn't immediately solve all these problems, influencers can potentially provide a greater variety and volume of content, as well as a built-in distribution network.</p> <p><img src="https://assets.econsultancy.com/images/0008/9762/Jack_Wills_3.JPG" alt="" width="780" height="479"></p> <h3>Greater authenticity</h3> <p>One of the main challenges within influencer marketing is creating content that is authentic, and that it does not appear salesy. Of course, this remains a even more difficult considering the fact that consumers are increasingly demanding of relevant and personalised social interactions, meaning the hard sell just doesn’t work anymore. Then again, neither does being too subtle, with transparency also being of vital importance to consumers.</p> <p>So what’s the answer? For Jack Wills (and many other brands), it is to work with <a href="https://www.econsultancy.com/blog/69161-micro-influencers-how-to-find-the-right-fit-for-your-brand">micro-influencers</a> – online creators who have a smaller but more highly engaged audience.</p> <p>Alongside this, Jack Wills ensures authenticity by choosing influencers who are a good fit for the brand in terms of their personal style, interests, and values. To promote its sportswear collection, for example, it has worked with influencers such as personal trainer and fitness author, Max Lowery. Meanwhile, for more trend-led items, it has worked with menswear blogger, Jake Spencer.</p> <p><img src="https://assets.econsultancy.com/images/0008/9761/JAck_Wills_2.JPG" alt="" width="780" height="476"></p> <p>In this sense, Jack Wills’ influencer strategy is also part of its aim to appeal to a wider and more diverse audience. While it has typically been thought of as a brand for affluent teenagers or young millennials in the past, it is now targeting an older audience – one who might not have considered wearing the brand before. With <a href="https://sproutsocial.com/insights/new-social-media-demographics/">59% of all 18-29 year olds</a> said to be using Instagram, it is the perfect platform to reach them.</p> <h3>Greater control and creativity for influencers</h3> <p>As well as brands reaping the rewards of authentic influencer content, it seems the influencers themselves are also benefitting from these kinds of relationships. Essentially, it means that creators are given greater control and freedom over the content they create, which is then used as advertising for a brand. It is far removed from the days of posting a one-off product promotion, with no real input or creativity from the influencer themselves.</p> <p>So, what other fashion brands are putting this kind of content first? </p> <h4>1. Brandy Melville</h4> <p>In March 2016, US retailer Brandy Melville generated 9.3m likes on Instagram, making it the top fashion brand for engagement. As well as a heavy focus on ‘lifestyle’ rather than just the clothes themselves, one of the key reasons for its success was the online influencers it used. During a single month, Brandy Melville increased its following 1.6%, with 53,000 new followers added.</p> <p><img src="https://assets.econsultancy.com/images/0008/9760/BrandyMelvlle.JPG" alt="" width="780" height="692"></p> <h3>Jimmy Choo</h3> <p>Luxury fashion brands are also realising the power of influencers. Jimmy Choo, for example, capitalises on the credibility of style influencers – i.e. fashion bloggers who are known for being on the cutting edge of the industry.</p> <p>Each year it holds its #ChooTravels event, documenting it in an editorial shoot, as well as allowing the influencers to post related content on their own channels.</p> <p><img src="https://assets.econsultancy.com/images/0008/9759/Jimmy_Choo.JPG" alt="" width="780" height="537"></p> <h3>Mejuri</h3> <p>Finally, it’s not just big fashion brands that are putting influencer content first. Fine jewellery brand Mejuri recently undertook a similar campaign to Jack Wills, partnering with six top fashion influencers to launch a limited edition collection. Working with a diverse set of influencers, each specifically chosen to represent the brand’s aesthetic, the campaign resulted in an increase in engagement.</p> <p><img src="https://assets.econsultancy.com/images/0008/9758/Mejuri.JPG" alt="" width="780" height="523"></p> <p><strong><em>Subscribers can download the <a href="https://econsultancy.com/reports/measuring-roi-on-influencer-marketing/">Measuring ROI on Influencer Marketing</a> report.</em></strong></p> <p><strong><em>Or you can read:</em></strong></p> <ul> <li><em><a href="https://econsultancy.com/blog/69196-11-impressive-influencer-marketing-campaigns">11 impressive influencer marketing campaigns</a></em></li> <li><em><a href="https://econsultancy.com/blog/69096-four-reasons-luxury-brands-are-embracing-influencers">Four reasons luxury brands are embracing influencers</a></em></li> <li><em><a href="https://www.econsultancy.com/blog/69209-six-inconvenient-truths-about-influencer-marketing">Six inconvenient truths about influencer marketing</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/69400 2017-10-18T12:00:00+01:00 2017-10-18T12:00:00+01:00 Ask the experts: Paid social media trends, challenges & strategy Ben Davis <p>Oh, and subscribers, don't forget you can download Econsultancy's new <a href="https://econsultancy.com/reports/paid-social-media-advertising/">Paid Social Media Advertising Best Practice Guide</a>, should you want more. On with the questions...</p> <ol> <li> <a href="#Has%20Instagram%20proved%20the%20case%20for%20social%20shopping,%20or%20is%20the%20concept%20still%20a%20pipe%20dream?">Has Instagram proved the case for social shopping, or is the concept still a pipe dream?</a> </li> <li> <a href="#How%20should%20organic%20and%20paid%20strategies%20dovetail?">How should organic and paid strategies dovetail?</a> </li> <li> <a href="#What%20more%20do%20marketers%20need%20to%20do%20to%20track%20the%20success%20(and%20ROI?)%20of%20influencer%20marketing?">What more do marketers need to do to track the success (and ROI) of influencer marketing?</a> </li> <li> <a href="#What%20should%20advertisers%20bear%20in%20mind%20when%20placing%20video%20ads%20on%20social%20for%20the%20first%20time?">What should advertisers bear in mind when placing video ads on social for the first time?</a> </li> <li> <a href="#Does%20context%20matter,%20given%20the%20history%20of%20fake%20news%20on%20Facebook,%20or%20is%20targeting%20more%20important?">Does context matter, given the history of fake news on Facebook, or is targeting more important?</a> </li> <li> <a href="#Do%20the%20pros%20outweigh%20the%20cons%20when%20it%20comes%20to%20Snapchat%20advertising">Do the pros outweigh the cons when it comes to Snapchat advertising?</a> </li> <li> <a href="#Who%20is%20using%20paid%20social%20well?">Who is using paid social well?</a> </li> </ol> <h4>1. <a name="Has%20Instagram%20proved%20the%20case%20for%20social%20shopping,%20or%20is%20the%20concept%20still%20a%20pipe%20dream?"></a>Has Instagram proved the case for social shopping or is the concept still a pipe dream?</h4> <p><em><strong><a href="https://www.linkedin.com/in/depeshmandalia/?ppe=1">Depesh Mandalia</a>, CEO, SMCommerce:</strong></em></p> <p>I've been running ads on Instagram since they opened it up in 2015 during a time of uproar from the Instagram community, even if it was inevitable following Facebook's acquisition. It wasn't until late 2015 and into 2016 that I started seeing success, which even then differs by business.</p> <p>For example an ecommerce client of ours with a fairly high average basket value converts extremely well on Instagram at the middle and bottom of the marketing funnel. That is, with warm and hot leads that already know the brand and so you can be more product focused.</p> <p>That said Instagram has the potential to work higher up the funnel, albeit the imagery has to feel part of the platform and in most cases, very different to what you would place within a Facebook ad. From speaking to businesses that have failed to make Instagram work, often it has come down to poor creative execution. </p> <p><em><strong><a href="https://www.linkedin.com/in/joannahalton/">Joanna Halton</a>, director and founder, Jo &amp; Co:</strong></em></p> <p>Pinterest and Instagram are both channels that are most actively used for research and inspiration, but any social channel can be used to promote brands and products with the right targeting and creative.</p> <p>Instagram tends to lend itself more to certain categories, the more visual, such as beauty, fashion and food. <a href="https://www.instagram.com/anastasiabeverlyhills/">Anastasia Beverly Hills</a> (see below) saw accelerated sales growth after users began posting results from using their brow-shaping products on Instagram.</p> <p>They piggy-backed on that wave and were able to leverage Instagram to become one of the fastest-growing makeup brands. They're still very active on the platform – encouraging and benefiting from influencer and consumer mentions to this day.</p> <p><img src="https://assets.econsultancy.com/images/0008/9610/insta.jpg" alt="instagram eyebrow" width="615" height="394"></p> <h4>2. <a name="How%20should%20organic%20and%20paid%20strategies%20dovetail?"></a>How should organic and paid strategies dovetail?</h4> <p><em><strong>Joanna Halton:</strong></em></p> <p>Social is pay to play now. The impact of stand alone organic is so minimal, it's difficult to justify. In reality, it's more about having amazing content to maximise your paid spend. The better the content, the better the earned response and the better return on your media spend.</p> <p><em><strong><a href="http://www.jellyfish.co.uk/our-people/greg-allum">Greg Allum</a>, head of social media, Jellyfish:</strong></em></p> <p>Traditionally brands have invested heavily in content to drive engagement, with the notion that organic reach was sufficient in achieving meaningful business outcomes.</p> <p>With organic reach across Facebook diminishing rapidly over the last four years there has been a need to redefine social, organic or otherwise. It’s really become ‘less social, more media’ and organic strategies are now shifting towards a strong community management focus. Adopting this mindset allows brands to focus on investing in media, allowing significant reach of content that resonates with targeted audiences and drives high-value actions.</p> <p>Smart community management allows companies the opportunity to resolve any customer service issues and to drive secondary engagement and further high-value actions.</p> <p><em><strong><a href="https://www.linkedin.com/in/michellegoodall/">Michelle Goodall</a>, independent consultant:</strong></em></p> <p>I'm a firm believer that you should always lead with earned thinking in paid. It's obvious but rarely articulated. What will naturally get you earned engagement/shares etc? Brands who are close to the organic algorithm changes in social and can feel what their fans and community members genuinely like to engage with should be feeding insight back into paid activity.</p> <p>I personally thought the Heineken "World's Apart" paid campaign (see below) was great as it contained lots of elements that work well in social – tension, release, debate, <a href="https://en.wikipedia.org/wiki/Dramatic_structure#Freytag.27s_analysis">Freytag's storytelling techniques</a>, and was brilliantly produced.</p> <p>On the flip side, there are plenty of advertisers propping up their brands with shit social campaigns. Basically, just because paid social is cheap(ish) and easy(ish) it shouldn't be a place where bored ad creatives go to die.</p> <p><iframe src="https://www.youtube.com/embed/IbIjGxc1vjo?wmode=transparent" width="560" height="315"></iframe></p> <p><em><strong>Depesh Mandalia:</strong></em></p> <p>We've found organic strategies to work very effectively for retaining and monetising existing customers, with the support of paid ads in particular, however a common connection higher up the consideration funnel is strategically boosting organic content to see what's resonating with fans and prospects.</p> <p>Paid boosting can help the organic social team discover what works much faster and also play into paid ad creative ideas.</p> <h4>3. <a name="What%20more%20do%20marketers%20need%20to%20do%20to%20track%20the%20success%20(and%20ROI?)%20of%20influencer%20marketing?"></a>What more do marketers need to do to track the success (and ROI?) of influencer marketing?</h4> <p><em><strong>Michelle Goodall:</strong></em></p> <p>Be really clear about what you want from influencers and what you value as an organisation – ROI isn't just product sales, it's about efficiencies and effectiveness.</p> <p>Direct Line got <a href="https://www.slideshare.net/michellegoodall/social-media-influencer-marketing-a-framework-for-success-michelle-goodall">incredible insights</a> about the language teenage drivers use and lots of value-add from their relationship/campaign with Alfie Deyes. Working with top-tier influencers like him is costly...it's a significant media spend, but remember influencers create the content, distribute the content and amplify the content (so your production, distribution and amplification costs will be affected).</p> <p><em><strong>Depesh Mandalia:</strong></em></p> <p>Influencer marketing has been around for many years (under different names like blogger outreach) however platforms like Instagram and Pinterest have strengthened the hand of influencers to charge even more for a highly engaged audience on a platform the brand wants to reach out on.</p> <p>Having run influencer campaigns on Instagram it has been very hit and miss, which is part of the learning process. There are hacks influencers use to boost their following and having run campaigns with poor performing influencers in the past, it's always wise to run small tests and measure engagement metrics (which the influencer should be sharing with you) – ideally via a third-party platform like Whalar to independently verify those numbers.</p> <p>In addition, the success measure depends on your goal; some brands want more followers to engage with later down the line, others want emails or direct sales. It's worth considering that the further down the consideration funnel your goal is, the more you're going to have to put in to spreading the reach of your campaign and finding influencers that have an audience ready to buy. Some influencer accounts handle this well and others are far too promotional which in turn their audience know to ignore.<em><strong><br></strong></em></p> <p><img src="https://assets.econsultancy.com/images/0008/9612/whalar.jpg" alt="whalar" width="615" height="319"></p> <p><em>Whalar's website</em></p> <p><em><strong>Greg Allum:</strong></em></p> <p>To this day, demonstrating value across social is critical and often incorrectly attributed. Influencer marketing is seemingly the current gold rush of social.</p> <p>Focusing on ‘meaningful business outcomes’ is core to our clients’ strategies and this means moving away from the softer vanity metrics of ‘engagement’ and ‘clicks’. There are well-documented studies that demonstrate ‘engagement’ on social does not lead to improved purchase intent or sales. Click happy users themselves are also expensive and inefficient to reach.</p> <p>At a very top level, business relies on influencing the following to be successful:</p> <ul> <li>Finding new customers, acquisition</li> <li>Keeping existing customers, retention</li> <li>Delivering efficiencies in spend at scale, either media efficiency or more effective cost-to-serve channels for customer service</li> <li>Improving brand metrics and growing advocacy</li> </ul> <p>Therefore, regardless of the activity, be it influencer led or by the brand itself, marketers should aim to measure the impact on these metrics.</p> <p><em><strong>Joanna Halton:</strong></em></p> <p>Marketers need to understand why they're using influencer marketing. If it's for exposure and engagement, those should be the metrics that are tracked. Sales can also be driven by influencer programmes, so if there's no direct traffic or promo codes, keep tabs on mentioned or associated item performance to get an indication of sales performance.</p> <p>Authenticity is also key, shoehorning in a brand with a talent can just end up being embarrassing for all involved. Marketers actually need to monitor conversations and chatter from the influencers' audiences – this will give a feel for appetite and sentiment, as well insight for future campaigns. </p> <h4>4. <a name="What%20should%20advertisers%20bear%20in%20mind%20when%20placing%20video%20ads%20on%20social%20for%20the%20first%20time?"></a>What should advertisers bear in mind when placing video ads on social for the first time?</h4> <p><em><strong>Michelle Goodall:</strong></em></p> <p>Bear in mind the swooshing thumb and silent autoplay. Put the 'money shot' first and find creative ways to overcome the "wall of silence" – love <a href="http://entryjet.com/hotels-com-facebook-silent-ads/">this Captain Obvious ad</a> from Hotels.com.</p> <p><iframe src="https://www.youtube.com/embed/q4zMkChgQ64?wmode=transparent" width="560" height="315"></iframe></p> <p><em><strong><a href="https://www.linkedin.com/in/carmen-jones-62877655/">Carmen Jones</a>, senior paid search executive, Click Consult:</strong></em></p> <p>Videos should be tailored for the platform, audience and the campaign. So many brands show me two-minute long videos about nothing in particular that already exist on their YouTube channel, hoping to have a hugely successful campaign with engaged users. You can have the best campaign targeting in the world but it will only be as good as your content.</p> <p>It needs to make an impact and it needs to be engaging. You need to think if another brand churned out a video similar to the one you want to push, would you actually sit through it?</p> <p><em><strong>Joanna Halton:</strong></em></p> <p><a href="https://digiday.com/media/silent-world-facebook-video/">Eighty-five percent</a> of video views on Facebook are silent, so if it's a piece to camera, consider subtitles – this is a tactic Channel 4 uses for a lot of its programme promotion content.</p> <p>You can also use text to help tell the story with narration. Equally, think about if you can use video in an interesting or unexpected way – some pages have been trialling static videos. This is a still image in a video format, so that it gets the benefit of Facebook's preference for video content over stills.</p> <p>(<strong>Editor's note:</strong> There is some suggestion that since we spoke to Joanna, Facebook has cracked down on this – <a href="https://econsultancy.com/blog/69459-an-interview-with-social-chain-s-steve-bartlett-agency-land-s-most-influential-person-in-2017/">Steve Bartlett discusses</a> the importance of staying ahead of the algorithm in a recent interview.)</p> <p><em><strong>Greg Allum:</strong></em></p> <p>The key challenges for first-time advertisers on social are in three areas and all form part of a good creative brief:</p> <p>1. Clear Objectives.</p> <p>It’s important to ask the following questions: </p> <ul> <li>What are we trying to achieve with this piece of content? Is it brand awareness or are we trying to build retargeting pools of engaged users who we can serve high-value action content to?</li> <li>Why would someone engage or consume the content?</li> <li>Who are the audiences we are targeting? Do we need multiple edits or different post copy in order for this to resonate with them?</li> <li>What do we want audiences to do, or feel, as a result of seeing this content?</li> <li>How are we measuring success?</li> </ul> <p>2. Audience Insight.</p> <p>Understanding audiences is key to any piece of social content. Without this important knowledge, content is unlikely to resonate. Utilising insight tools such as Brandwatch or TGI, brands can start to build out rich personas and high-value segments.</p> <p>Understanding these interests, behaviours and demographics helps facilitate meaningful conversations in creative meetings. This in turn ensures video teams can start to understand the type of content that will influence the target audience.</p> <p>3. Specifications.</p> <p>Each platform evolves rapidly. Facebook used to push 30-second video then 15-second and now is pushing six-second formats. The same applies for 16:9 aspect ratio to square format to vertical video.</p> <p>It’s imperative social media teams stay ahead of the game and constantly test, optimise and refine creative to deliver effective and efficient video campaigns for their brand. What worked yesterday may not work today.</p> <p><em><strong>Depesh Mandalia:</strong></em></p> <p>The key is to engage quickly – the first few seconds of an ad are super important. For example we reversed a TV ad on Facebook showing the 'payload' of the ad first, then going into the build up. This dramatically improved performance, because you don't have the same forced dwell time on social channels as you do on TV, where you're most likely sitting on the sofa with a mobile in hand during an ad break.</p> <p>Once you've grabbed their attention, keep it, by using short burst storytelling. With video ads it does depend on your goal (awareness vs. direct response) as to how long and the type of content to promote, however the above statement on fast engagement is universal.</p> <h4>5. <a name="Does%20context%20matter,%20given%20the%20history%20of%20fake%20news%20on%20Facebook,%20or%20is%20targeting%20more%20important?"></a>Does context matter, given the history of fake news on Facebook, or is targeting more important?</h4> <p><em><strong>Joanna Halton:</strong></em></p> <p>The main benefit of paid social is that you can target people. Newsfeeds will always be full of controversial content, try to avoid any obviously brand damaging links, but the majority of people understand that no one can control the feed. The main job of a marketer is to get the right content to the right people.</p> <p><em><strong>Depesh Mandalia:</strong></em></p> <p>Both context and target is important on Facebook, which is further promoted by Facebook's ad relevant score. The more relevant an ad, the more engaged the user and thus the higher the ad is scored. The higher ad score results in a lower cost per click and so everyone's a winner.</p> <p>Facebook's goal is to keep their users happy and engaged, and make money. As an advertiser if you also take Facebook's end user goal into account then you can't stray too far from seeing great performance. The problem is putting the effort into research and testing to get the right connection between targeting and creative, especially when a business is looking for immediate results. <em><strong> </strong></em></p> <h4>6. <a name="Do%20the%20pros%20outweigh%20the%20cons%20when%20it%20comes%20to%20Snapchat%20advertising?"></a>Do the pros outweigh the cons when it comes to Snapchat advertising?</h4> <p><strong>Michelle Goodall:</strong></p> <p>Snapchat opening up its self-serve ad platform will create a massive drop in ad quality but the self-serve tools are so simple to use and the targeting options are good. If your audiences are there and you understand the nuances of the platform and what works for your audiences, why not go for it?</p> <p>Take an example such as MTV's snapchat lens (see below, discussed in Econsultancy's <a href="https://econsultancy.com/reports/social-media-platforms-overview">Social Media Platforms Overview</a>) – the equivalent TV spend to reach the same audience would have been massive!</p> <p><img src="https://assets.econsultancy.com/images/0008/9624/snap_mtv.jpg" alt="mtv snap lens" width="615" height="362"></p> <p><em><strong>Greg Allum:</strong></em></p> <p>There’s no doubt that the platform offers significant creative opportunities and huge value in geo-filters for FMCGs, restaurants or fashion brands with bricks and mortar stores to drive footfall.</p> <p>However, recent reports have suggested that Snap Ads are being served to unintended audiences. Specifically audiences below the target age. It will be interesting to see how Snapchat develops its ad proposition to address these concerns. </p> <p><em><strong>Carmen Jones:</strong></em></p> <p>Snapchat is a quick and easy way to engage with your target audience, especially with geofilters and snap-to-unlocks etc. It can be immensely fun. As with any channel, you must research it as thoroughly as possible.</p> <p>You just need to manage your expectations, and expect to be testing and trialling what will/won’t work well for your brand.</p> <h4>7. <a name="Who%20is%20using%20paid%20social%20well?"></a>Who is using paid social well?</h4> <p><em><strong>Depesh Mandalia:</strong></em></p> <p>There are so many great examples of paid social done well. Simba mattresses (see below) launched a new product to a market that didn't know they wanted or needed a new kind of mattress and spawned a new booming category predominantly through paid social.</p> <p>Borrow My Doggy is another example of a brand with really high engagement on its paid marketing activity, hitting the sweet spot between people and animals (what's not to like!).</p> <p><img src="https://assets.econsultancy.com/images/0008/9625/simba.jpg" alt="simba" width="615" height="332"></p> <p><em><strong>Joanna Halton:</strong></em></p> <p>Missguided's <a href="https://www.missguided.co.uk/baddiewinkle">Baddie Winkle #naughtylist</a> campaign is an example of paid social done well, although they also used other channels too. They were clever with the creative, messaging, timing and the mechanic. </p> <p>At a recent conference, Dane Stanley, Global Marketing Director, revealed that with a 10th of the spend of their Nicole Scherzinger campaign, they were able to drive an increase in revenue of +807%. For me, this highlights the need for excellent creative that really resonates with the target audience.</p> <p><iframe src="https://www.youtube.com/embed/8CM00qwSc6I?wmode=transparent" width="560" height="315"></iframe></p> <p><em><strong>Carmen Jones:</strong></em></p> <p>Generally I find the fitness and beauty industry make fantastic use of paid social. Not only do they focus on the organic and traditional paid elements, their use of influencers to peddle their products with their millions of followers generates a huge amount of publicity despite the product possibly being completely ineffective.</p> <p><em><strong>Don't forget to download Econsultancy's new <a href="https://econsultancy.com/reports/paid-social-media-advertising/">Paid Social Media Advertising Best Practice Guide</a>.</strong></em></p> tag:econsultancy.com,2008:BlogPost/69505 2017-10-16T14:17:51+01:00 2017-10-16T14:17:51+01:00 Eight effective examples of quizzes in content marketing Nikki Gilliland <p>If you’ve ever procrastinated during a particularly dull day at the office, you might have succumbed to the odd online quiz or two – content which also serves as a nifty data intelligence tool for brands. </p> <p>Buzzfeed is not the only culprit. An increasing number of brands are using quizzes to learn about customers and deliver a more personalised experience across the board.</p> <p>Here are a few examples, as well as what the benefits are for the companies in question.</p> <p>And for more on this topic, check out our range of <a href="https://econsultancy.com/training/courses/topics/content-marketing-and-strategy">content marketing training courses</a> or subscribers can download Econsultancy’s new <a href="https://econsultancy.com/reports/content-strategy-best-practice-guide">Content Strategy Best Practice Guide</a>.</p> <h3>Warby Parker</h3> <p><a href="https://econsultancy.com/blog/69419-how-warby-parker-s-newsjacking-campaign-eclipsed-the-competition" target="_blank">Warby Parker</a> uses a quiz to cleverly nudge customers into entering its ‘Home Try On’, which involves trying out five pairs of glasses for five days. </p> <p><img src="https://assets.econsultancy.com/images/0008/9666/Warby_Parker_1.JPG" alt="" width="760" height="360"></p> <p>It’s not a ‘quiz’ per se, perhaps more of a questionnaire. However, it’s a similar formula, including questions about fit, colour and shape preference in order to narrow down suitable frame options.</p> <p>Not only is this incredibly useful for customers who might be undecided or overwhelmed by choice, but it’s a great way to push customers down the sales funnel as well as capture valuable data.</p> <p><img src="https://assets.econsultancy.com/images/0008/9667/Warby_Parker_2.JPG" alt="" width="760" height="495"></p> <h3>Zenni Optical</h3> <p>Another eyewear brand, Zenni Optical uses its ‘You’ve Been Framed’ quiz to increase brand awareness and drive more traffic to its website.</p> <p><img src="https://assets.econsultancy.com/images/0008/9668/Zenni_Quiz.JPG" alt="" width="760" height="686"></p> <p>The quiz takes a more light-hearted approach, asking questions to match consumers with glasses that suit their personal style and general lifestyle. This makes the quiz instantly shareable, with a fun and humorous approach prompting users to send it to their friends. </p> <p>According to <a href="http://www.internetmarketinginc.com/blog/case-study-million-dollar-quiz/" target="_blank">reports</a>, the quiz was highly successful, generating 29,410 lead conversions and a 9,655% ROI in six months. </p> <p><img src="https://assets.econsultancy.com/images/0008/9669/Wayfarer.JPG" alt="" width="600" height="759"></p> <h3>Disney</h3> <p><a href="https://www.econsultancy.com/blog/69458-how-disney-world-has-mastered-customer-experience" target="_blank">Disney</a> is a massive media conglomerate, but one of its most unknown verticals is digital publishing. Oh My Disney is just one of the sites it runs, set up to engage and entertain Disney fans of all ages.</p> <p>Quizzes are a huge part of the site’s content, including obvious Disney themes like “Could you be a mouseketeer” as well as more tenuous links like “Are you Chris, Chris, Chris, or Chris?” (i.e. Pratt, Hemsworth etc.…)</p> <p><img src="https://assets.econsultancy.com/images/0008/9670/Oh_My_Disney_1.JPG" alt="" width="760" height="682"></p> <p>Like Buzzfeed, the site has built up an audience that returns time and again just for the quizzes, successfully generating traffic and social shares.</p> <p><img src="https://assets.econsultancy.com/images/0008/9671/Oh_My_Disney.JPG" alt="" width="760" height="769"></p> <h3>Topshop</h3> <p>Topshop uses a quiz to re-target customers and capture sales. The quiz acts as a personal shopper, asking questions in order to provide personalised product recommendations and style tips.</p> <p><img src="https://assets.econsultancy.com/images/0008/9672/Topshop_quiz.JPG" alt="" width="760" height="532"></p> <p>I was actually quite surprised how in-depth it is, going as far as asking detailed and specific questions about sizing, style preferences, and even body confidence.</p> <p>The fact that it is also quite long means that customers are likely to offer up their data at the end, signing up to the retailer in order to view results. A great tactic which ensures Topshop is able to capture precious data.</p> <p><img src="https://assets.econsultancy.com/images/0008/9673/Topshop_3.JPG" alt="" width="760" height="584"></p> <h3>Birchbox</h3> <p>Personalisation is <a href="https://www.econsultancy.com/blog/69354-10-brilliant-examples-of-content-marketing-from-beauty-brands" target="_blank">key to Birchbox’s strategy</a>, with customers required to fill in a ‘beauty profile’ in order to receive products tailored to them. </p> <p>Elsewhere, the brand also uses quizzes purely for content marketing purposes, furthering the value it offers in the form of helpful tips, reviews, and how-to’s. </p> <p><img src="https://assets.econsultancy.com/images/0008/9674/Birchbox.JPG" alt="" width="650" height="829"></p> <p>Its ‘Make Up Brand Spirit Animal’ quiz is a nice example, telling customers what their ultimate brand might be and why, as well as prompting them to share the quiz on social.</p> <p><img src="https://assets.econsultancy.com/images/0008/9675/Birchbox_3.JPG" alt="" width="670" height="603"></p> <h3>Airbnb</h3> <p>For seasoned travellers, it can be difficult to narrow down a destination. Should you explore the age-old streets of Rome, or enjoy the Scandi-chic of Stockholm?</p> <p>This is the premise behind a new quiz by Airbnb, designed to promote its <a href="https://www.econsultancy.com/blog/68749-why-online-travel-sites-are-focusing-on-tours-and-activities" target="_blank">trips and experiences</a> vertical. Essentially, it helps users find out what kind of traveller they are, before offering up the perfect destination – as well as a ‘trip itinerary’ that includes hand-picked accommodation, activities, and places to visit.</p> <p><img src="https://assets.econsultancy.com/images/0008/9676/Airbnb_2.JPG" alt="" width="760" height="526"></p> <p>It’s a great bit of marketing, providing content of interest for travel-loving customers. Meanwhile, it also encourages users to explore various aspects of the site, leading them down a funnel that hopefully leads to a booking.</p> <p><img src="https://assets.econsultancy.com/images/0008/9677/Airbnb_5.JPG" alt="" width="760" height="641"></p> <h3>Knorr</h3> <p>Knorr originally created its food profile quiz as part of its ‘Love at First Sight’ campaign, which was based on the idea that shared taste in food helps people to bond. </p> <p>It involves a set of questions relating to food and flavour preferences, allowing the brand to give participants a ‘flavour profile’, and you guessed it, a load of related recommended products.</p> <p><img src="https://assets.econsultancy.com/images/0008/9678/Knorr.JPG" alt="" width="780" height="392"></p> <p>The design of the quiz is what’s most impressive, as most brands do not invest as heavily into this aspect, typically viewing quizzes as a ‘flash in the pan’ form of content marketing.</p> <p><img src="https://assets.econsultancy.com/images/0008/9679/Knorr_2.JPG" alt="" width="760" height="386"></p> <h3>Hyundai</h3> <p>Finally, instead of hosting the content on its own site, Hyundai used Instagram to host a quiz to help users find their perfect vehicle.</p> <p>Starting out with ‘what time of day makes you happiest?’, the quiz involves asking users multiple choice questions, with each one leading to a new Instagram account for the next question and so on. Altogether, it involves 18 Instagram accounts and 390 different images. </p> <p><img src="https://assets.econsultancy.com/images/0008/9681/Hyundai.JPG" alt="" width="760" height="657"></p> <p>A fresh and innovative take on the concept, it shows that quizzes don’t have to stick to the same old question-and-answer format.  </p> <p><img src="https://assets.econsultancy.com/images/0008/9682/Hundai.JPG" alt="" width="700" height="754"></p> <p><strong><em>Related reading:</em></strong></p> <ul> <li><em><a href="https://econsultancy.com/blog/66307-how-publishers-can-drive-ad-revenue-using-quizzes/" target="_blank">How publishers can drive ad revenue using quizzes</a></em></li> <li><em><a href="https://econsultancy.com/blog/69094-five-examples-of-brands-using-interactive-video" target="_blank">Five examples of brands using interactive video</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/69506 2017-10-13T17:06:59+01:00 2017-10-13T17:06:59+01:00 10 thrilling digital marketing stats we’ve seen this week Nikki Gilliland <p>Let’s get down to businesss.</p> <h3>Facebook native videos generate 530% more comments than YouTube</h3> <p>Quintly’s <a href="http://press.quintly.com/159939-530-more-comments-on-facebook-native-videos" target="_blank">latest study</a> involves the analysis of 187,000 Facebook profiles and over 7.5m Facebook posts from January to July 2017.</p> <p>Alongside the discovery that 92% of these profiles used native video, it was found that Facebook native videos resulted in 530% more comments than YouTube videos.</p> <p>Cementing the power of the platform, Quintly also found a 477% higher average share rate for Facebook native videos, and a 168% higher average interaction rate compared to YouTube videos.</p> <p><img src="https://assets.econsultancy.com/images/0008/9710/Quintly.JPG" alt="" width="650" height="704"></p> <h3>Majority of consumers think AI in marketing should be regulated</h3> <p>On the back of Blade Runner 2049’s release, a survey by Syzygy has revealed US and UK attitudes about artificial intelligence.</p> <p>It found that the majority of respondents think AI in marketing should be governed by a key principle from the movie – i.e. that it should be illegal for AI to hide its real identity and impersonate a human. 85% of Brits agree with this sentiment, as do 79% of Americans.</p> <p>The survey also found that 43% of Americans believe AI poses a threat to the long-term survival of humanity, while 17% feel anxious about the rise of the technology.</p> <p>Meanwhile, 92% of Brits believe there should be regulation with a legally-binding code of conduct, while 75% think brands should need explicit consent before using AI in their marketing.</p> <h3>Negative reviews rise in November and December due to delivery issues</h3> <p><a href="https://marketing.trustpilot.com/hubfs/Content%20Marketing/Consumer%20Behavior%20and%20Expectations:%20The%202017%20Holiday%20Season%20Report%20%5BUS%5D.pdf" target="_blank">Trustpilot</a> has analysed data from over a million online reviews left in November and December in both 2015 and 2016.</p> <p>Results show that delivery was the biggest cause of complaints. The most common two-word phrases in one-star reviews were “customer service,” “days later,” and “still waiting” during October to December 2016. The appearance of “delivery” in one-star reviews rose to more than 19% in December – a 13.27% increase since October.   </p> <p>Finally, there were more negative reviews left on 20th December than any other day of the year.</p> <p><img src="https://assets.econsultancy.com/images/0008/9711/Trustpilot.JPG" alt="" width="662" height="612"></p> <h3>Conversion rates on desktop more than double that of mobile</h3> <p>A new study by <a href="http://www.marketwatch.com/story/qubit-tackles-product-discovery-on-mobile-with-industry-first-ai-powered-solution-2017-10-11" target="_blank">Qubit</a> has found that mobile commerce still lags behind desktop when it comes to discoverability, conversion, and revenue.</p> <p>In the analysis of data across 35 fashion and cosmetics brands since January of this year, it found traffic to each channel to be about the same – 45.87% on desktop and 44.7% on mobile. However, there are stark differences in other areas.</p> <p>Conversion rates on desktop were found to be 3.35%, while conversion rates on mobile were 1.61%. Similarly, revenue per visitor (RPV) is more than double on desktop – £6.10 vs. £2.66 on mobile.</p> <p>Lastly, the average number of products viewed per customer was also far higher on desktop – 17.99 on desktop and 13.65 on mobile.</p> <h3>Music improves the customer experience in-store</h3> <p>A study by <a href="http://www.businesswire.com/news/home/20171012005445/en/Mood-Media-Sacem-Study-Reveals-Virtues-Music" target="_blank">Mood Media and Sacem</a> suggests that music can improve the customer experience in-store, even in more ‘serious’ sectors such as banking.</p> <p>When measuring the difference music makes in locations where it was not previously used, it found that 70% of customers had a more positive perception of a business’s image when music was playing, and 65% agreed that music helped to differentiate the business from its competition.</p> <p>When sectors like banking and pharmacy were silent, only 33% of customers initially thought adding music would feel appropriate. However, 76% of customers agreed the music was a good addition once it was introduced.</p> <p>Interestingly, customers in banking felt more comfortable having confidential conversations when music was playing in the background.</p> <p><img src="https://assets.econsultancy.com/images/0008/9709/Mood_Media.JPG" alt="" width="760" height="561"></p> <h3>Global digital payments predicted to reach 726bn transactions by 2020</h3> <p>Capgemini’s <a href="https://emea01.safelinks.protection.outlook.com/?url=https%3A%2F%2Fwww.worldpaymentsreport.com%2F&amp;data=02%7C01%7Cnikki.gilliland%40centaurmedia.com%7C835f7751d319493ccb0408d51089e78e%7Cfdd3bf0d1bfa49198a45f1a311d56753%7C0%7C0%7C636433106849505369&amp;sdata=dbsMKux7oiMO67NmPsmgskeBwudEEaA1xjYvM9ubbqs%3D&amp;reserved=0" target="_blank">World Payments Report</a> says that global digital payments volumes are predicted to increase by an average of 10.9% in the run up to 2020, reaching approximately 726bn transactions.</p> <p>This is said to be heavily influenced by retail customers, who are increasingly willing to use online and mobile channels to adopt next-generation payment methods.</p> <p>The report also revealed that by 2019, it is estimated that around 50% of transactions carried out using a credit or debit card will be made either online or via mobile.</p> <h3>Fewer marketers see CRO as ‘crucial’ to success</h3> <p>Econsultancy’s Conversion Rate Optimization Report, in association with RedEye, has revealed a dip in the perceived importance of CRO. </p> <p>In a survey of 800 marketers and ecommerce professionals, 38% of respondents said they still see it as ‘important’. However, just 50% now see it as ‘crucial’ – a decline from 55% in 2016. </p> <p>This percentage has fallen even further since 2013, when 59% of professionals cited CRO as ‘crucial’.</p> <p><img src="https://assets.econsultancy.com/images/0008/9708/CRO.JPG" alt="" width="780" height="517"></p> <p><em><strong>Subscribers can download the <a href="https://econsultancy.com/reports/conversion-rate-optimization-report/" target="_blank">full report here</a>.</strong></em></p> <h3>More consumers predicted to shop online this Black Friday</h3> <p>A survey by <a href="http://www.businesswire.com/news/home/20171011005249/en/Market-Track-Study-Give-Online-Retailers%21-Shoppers" target="_blank">Market Track</a> suggests that more consumers will choose to make online purchases this Black Friday, favouring digital commerce over traditional brick and mortar stores.</p> <p>Out of 1,000 people surveyed, 40% of respondents said they expect to shop in physical retail stores on Black Friday. Meanwhile, 30% said the same for Thanksgiving compared with 50% last year.</p> <p>In contrast, 80% said they are likely to purchases from Amazon this year – an increase of 6% from 2016. And while in-store shopping is likely to decline, Walmart came out on top as the top retail destination for the holiday season.</p> <h3>Snapchat is top social platform for US teens</h3> <p>Despite reports that Snapchat usage is declining among <a href="http://mediakix.com/2017/10/top-influencers-instagram-stories-vs-snapchat-study/#gs.otoiTsI" target="_blank">top influencers</a> (with a 33% decrease in usage over the past six months), <a href="http://www.piperjaffray.com/2col.aspx?id=287&amp;releaseid=2306037&amp;title=Survey+Says+Teens+Prefer+Food+over+Clothing%2c+Nike+is+Losing+Its+Heat+and+Streetwear+is+on+the+Rise" target="_blank">Piper Jaffray</a> suggests US teens still can’t get enough of the platform.</p> <p>In a survey of 6,100 US teenagers across 44 states, it found 47% of respondents cite Snapchat as their favourite social media platform – almost twice as many as those who prefer Instagram.</p> <p>Just 9% of teens said they favour Facebook, while 7% said Twitter, and just 1% said Pinterest.</p> <p><img src="https://assets.econsultancy.com/images/0008/9712/Snapchat.JPG" alt="" width="780" height="563"></p> <h3>Interactive video ads boost viewing time by 49% </h3> <p>According to <a href="https://www.magnaglobal.com/wp-content/uploads/2017/10/Tremor-IPG-Media-Trial.pdf" target="_blank">Magna</a>, interactive video ads result in a 47% increase in time spent watching compared to non-interactive ads. </p> <p>What’s more, when consumers interact with a 15-second ad, brands can reportedly triple their time spent with consumers. </p> tag:econsultancy.com,2008:BlogPost/69459 2017-10-02T11:00:00+01:00 2017-10-02T11:00:00+01:00 An interview with Social Chain's Steve Bartlett, agency land's most influential person in 2017 Ben Davis <h3>A social media hot house</h3> <p>If you're not familiar with Social Chain, it's a company that is part marketing agency and part media house. The agency started by finding the people behind several highly popular social media accounts and communities, and bringing them on board to create work for clients.</p> <p>Social Chain continues to acquire and build its own communities, which become an asset in their own right, as well as a means by which to boost client campaigns where appropriate.</p> <p><img src="https://assets.econsultancy.com/images/0008/9280/steve.jpg" alt="steve bartlett" width="300"></p> <p>"You've got the marketing agency that works with the biggest brands in the world (Coca-Cola, Apple etc.), then Media Chain is the big media owner, which owns these large social media communities," says Bartlett.</p> <p>This idea stems from Bartlett's perception of the importance of social media and its relative under-appreciation in the media world.</p> <p>"Our play," he says, "is we’ve seen how comms have changed, from print to radio to TV to internet, and now we’ve got social media. In all of those key moments, some of the most influential companies in the world have emerged and become media houses to represent that media – in print there's Condé Nast, in radio there's Global, in TV there's Viacom, then in the social media world who owns the voice of a generation and also the voice of influence? We are endeavouring to be the modern day media house."</p> <p>The company has millions of followers of communities across sectors such as food, gaming, student life, arts and crafts, and travel. Momentum is particularly important in social media, with Bartlett saying "Once you’ve got a pretty big base, you can share new communities on to your existing ones very quickly in that way."</p> <p>Bartlett creates the intriguing impression of a hot house for social media - "At all times, our media teams will go and have fun, try and create communities around the things they love. Some of them will work, some of them won’t."</p> <h3>Nice people and education</h3> <p>On the surface Social Chain seems to display many of the tropes of the agency world – crazy offices, a very young workforce and a Director of Happiness. But speaking to Bartlett, you can sense his passion for creating surroundings conducive to success. He says the agency prioritises finding applicants who are "fundamentally a nice person", adding that "nice people create nice places to work."</p> <p>"If people love working here," he continues, "they’ll do a lot to protect it, which means they’ll take care of the clients," It could sound trite, but it doesn't. Bartlett speaks quickly and clearly and you can tell he believes in what he says.</p> <p>He does add a note of realism, however, saying "no place is right for everybody, but nor should it be. When I started out I was under the impression we could create a place right for everybody, but it’s not possible because everybody is looking for a different environment. We created an environment that we believe in, that is passionate, a nice place to be, accommodating, flexible, caring."</p> <p><img src="https://assets.econsultancy.com/images/0008/9281/sc.jpg" alt="social chain offices" width="550"></p> <p>Bartlett also acknowledges that "with young people it’s especially hard to retain them, there are so many options, and less patience than previous generations." </p> <p>The average age at Social Chain has been <a href="http://www.manchestereveningnews.co.uk/business/media/social-chain-aims-hit-6m-10967896">reported</a> as 21, and is partly due to the fact that many first hires were those people already running their own big social communities, and as such tended to be pretty young. Most of the staff are self-taught, out of necessity.</p> <p>I asked Bartlett about education, and if marketing degrees teach the right skills. "In terms of how marketing is taught," he said, "I wouldn’t know [what’s missing], because I never studied it. In terms of school in general, I don’t believe schools are doing a lot to teach people about social media and social media marketing, and all the opportunities that exist on social media."</p> <p>He returns to the theme of social media being under-appreciated and misunderstood: "I don’t think they tell people that you can have a very, very profitable career and earn more than a doctor or a lawyer just by running a Twitter account, or a Facebook page, or a YouTube channel. I think there’s a new digital world being created….and in career guidance, there’s a whole generation of people who aren’t taking social media as a serious thing, whereas other forms of media – print, TV – are all taken much more seriously."</p> <p>It's easy to see how Bartlett spotted the niche that Social Chain has filled – he saw social media as something incredibly powerful but undervalued by many. </p> <p>When I ask him about skills, Bartlett says that "especially within social media content production, people aren’t teaching you how to do it, and it’s changed since six months ago. How you get a piece of content to go viral on Facebook is different to six or 12 months ago, and completely different to three years ago."</p> <p>He says that knowing what works comes with “experience and trying and failing,” and that no book can be published on the topic, as by the time it is printed it will have expired.</p> <h3>Ever-changing algorithms</h3> <p>Talking about an "ever-changing landscape" is one of the big cliches of digital marketing, and something which many people trot out, but few can successfully navigate. I picked Bartlett up on the the aforementioned dynamic nature of viral success on Facebook, and asked him to elaborate on how Social Chain deals with that aspect of social media. His answer struck me as an eloquent summation of an alogrithmically driven industry, with echoes of the old SEO race.</p> <p>"Social Chain’s job", Bartlett says, "is to be unromantic about what we’re doing because if we become romantic about it, and attached to a certain way of doing things, we’ll become irrelevant and ineffective."</p> <p>"At all times, all of the platforms are changing," he continues. "Part of our philosophy, our culture and even our mission statement is that we work in an ever-changing landscape. We even have an award for the ever-changing landscape every Friday, which goes to the person who contributed most to our company forum about the things that have changed in Facebook, Instagram, and the land that we operate in. There’s a bronze, silver, and gold award, given with a bottle of champagne."</p> <p>Bartlett gives an example of what he's talking about:</p> <p>"In terms of the changes, some of them are surface level but some of them are deep. For example, livestreaming was reaching tremendous amounts of people because it was Facebook’s new feature at the top of the year, so they were rewarding anyone that used it with increased reach, which meant that us as publishers and creators, we’d double down on it and start using the feature and producing more content. When we analyse the timeline, the 30-day snapshot of what’s in the timeline, you can see 40% of that content is what Facebook are pushing, 20% is maybe video, 20% is maybe picture, then 10% is text. </p> <p>"So, it makes the whole ecosystem of creators and publishers follow whatever Facebook are giving reach on, and then six months ago they decided enough people were creating live content now and they brought down the reach. And then you have to go in search of what’s working now."</p> <p><img src="https://assets.econsultancy.com/images/resized/0008/9282/facebook_live-blog-flyer.jpg" alt="facebook live" width="400"></p> <p>Bartlett paints a picture of an arms race between content creators and social media platforms. "They’ll make algorithmic changes," he says, "when people get smart and start gaming Facebook, they will catch up and stop it. A good example – video has been performing much better than static images, so what people were doing is taking a static image and making it a 30-second video, so it would game Facebook’s algorithm, then Facebook caught up with that and released a statement saying anybody who does that will be penalised."</p> <h3>The ROI chestnut</h3> <p>As Bartlett seems so rooted in the algorithmic realities of doing well on social, I wanted to ask him about the old ROI chestnut and how the company reports on its success to clients. He told me there are a number of levels to how they gauge success. </p> <p>"Metrics vary," he says. "Our metric is we want to have a transformative impact on that brand. We want to move the needle, we’re not interested in impressions and Likes or more superficial, vanity metrics, as much as people report on these sort of things. We care about moving that brand forward, whether that’s in the digital realm or the bottom line."</p> <p>As to how that is achieved, Bartlett tells me they report on KPIs such as video views, watch time and shares. "We also go a bit deeper," he adds, "we track emotional impact – we can tell you for a piece of content we ran for a brand, the emotional impact it has had by monitoring user reactions, which we can gauge with some of our tools such as Crimson Hexagon."</p> <p>The next level down from emotion is action. "Our belief is if we can get someone truly inspired, emotion is the bit that happens right before taking an action," says Bartlett.</p> <p>He continues, "If you have mass emotional appeal, you should have mass action. Then that action piece is down to what the brand wants to achieve – it could be more people buying dresses, it could be more people contributing to a good cause or a viral trend by posting a selfie with no make up on."</p> <p>Finally, Bartlett says that "Longer term, we’ll take a bird’s eye view on the impact the work had on the wider world and the brand’s perception in the world."</p> <h3>The future of social</h3> <p>I took the opportunity to get Bartlett to do some future-gazing and he admitted there are two things he is excited about. The first, he says, "is the development of virtual reality into hardware that can be worn without notice."</p> <p>Talking about contact lenses already being augmented with microchips (to track blood sugar levels), Bartlett says that "theoretically...I could put on two contact lenses that you could not see, and I could take myself to India, walk around, whilst sat in my boxers at home."</p> <p>He fleshes out what this might mean for media: "That also changes how social media links to the world, because then real social media becomes almost tangible, where friends instead of logging on to Facebook, we can all go down to a virtual pub in New York, just being sat at home in London, and we can all go to a concert together and experience real-world experiences together in a new social world.</p> <p>"I’m really interested to see what this new social world looks like – metrics on traditional social platforms are “okay I Like something” but in a virtual social reality, you can go much deeper than that."</p> <p>Going one step further, Bartlett picks up on the theme of <a href="https://www.wired.com/2017/03/elon-musks-neural-lace-really-look-like/">Elon Musk's neural lace</a>: "I completely think people will get to the point where they want to put microchips in their brain...in the much nearer future than people imagine."</p> <p>"If we are able to link a chip to our brain, the world changes. Memory changes, experience changes. Education will have to change...Social media will become redundant – I don’t need a computer, I will be a computer."</p> <p>Perhaps Bartlett's willingness to embrace the idea of the future is what makes him so clear-headed about what is happening in media today. Certainly his approach to social media has shaken things up already with Social Chain enjoying a rapid rise.</p> <p>Make sure you download this year's <a href="https://econsultancy.com/reports/top-100-digital-agencies-2017/">Top 100 Digital Agencies report</a>, to see who else made it on to our shortlist of influential agency figures.</p> tag:econsultancy.com,2008:BlogPost/69463 2017-09-29T16:43:30+01:00 2017-09-29T16:43:30+01:00 10 delightful digital marketing stats we’ve seen this week Nikki Gilliland <p>Without further ado...</p> <h3>Digital ad fraud predicted to rise to $19bn in 2018</h3> <p>A new report by <a href="https://www.juniperresearch.com/researchstore/content-commerce/future-digital-advertising/ai-ad-fraud-ad-blocking-2017-2022" target="_blank">Juniper Research</a> predicts that digital ad fraud will cost advertisers $19bn in 2018 – that’s equivalent to $51m per day. This figure, which represents advertising on online and mobile devices, is also predicted to rise to $44bn by 2022. </p> <p>Meanwhile, the report further predicts that platforms using AI for targeting purposes will account for 74% of total online and mobile advertising spend by 2022.</p> <h3>Honesty is the key to winning trust from travel consumers</h3> <p>According to research by the <a href="https://dma.org.uk/research/dma-insight-customer-engagement-focus-on-travel" target="_blank">DMA</a>, simple factors like honesty and value for money can instill trust in travel consumers – perhaps even more so than technological innovation.</p> <p>The DMA found that 59% of consumers want value for money, 58% want ease of use, and 58% want good customer service from travel brands. Similarly, these factors can also keep customers loyal, with 53% saying good customer service would lead to a repeat booking, and 40% saying the same for deals and loyalty schemes.</p> <p>That's not to say customers don’t want the convenience of technology as well. 52% of consumers say they would use a chatbot to help with pre-travel questions, and 53% would be interested in using a VR headset to see a hotel room.</p> <p><img src="https://assets.econsultancy.com/images/0008/9270/DMA.JPG" alt="" width="750" height="568"></p> <h3>Three in four UK consumers are concerned about privacy of connected devices</h3> <p>New research from <a href="http://www.worldpay.com/uk/about/media-centre/2017-09/shoppers-give-thumbs-up-to-in-store-biometrics" target="_blank">Worldpay</a> has revealed a lack of trust in connected devices among UK consumers. </p> <p>In a study of over 2,000 people, just 23% of UK respondents said they feel comfortable with a smart device such as a fridge or virtual assistant ordering items on their behalf. Not only did the study uncover that Brits are laggards when it comes to Internet of Things adoption, but also that privacy is still a massive barrier. </p> <p>Worldpay found that 78% of British consumers are worried that businesses would share their personal data, while 77% are concerned about the prospect of devices being hacked by fraudsters. UK consumers are clearly a stubborn lot too, as 33% claimed that nothing would make them feel comfortable with automated purchasing.</p> <h3>93% of consumers would consider a rival brand after a negative email experience</h3> <p>A new report by <a href="https://www.mailjet.com/blog/guide/transactional-research-report/" target="_blank">Mailjet</a> suggests that lost emails can negatively affect levels of customer retention.</p> <p>Research has found that 28% of consumers across the UK now receive four or more transactional emails per day. Furthermore, 77% state they always check that they have received a purchase confirmation email, and 41% won’t wait more than one minute for a transactional email to arrive before getting annoyed with the company they are using.</p> <p>Consequently, 93% of customers would consider choosing a rival provider following a negative transactional email experience, with 21% of UK consumers saying speed of email delivery is the most important factor.</p> <p><img src="https://assets.econsultancy.com/images/0008/9269/Mailjet.JPG" alt="" width="760" height="407"></p> <h3>Decline in number of retailers offering free returns </h3> <p>Research by <a href="https://emea01.safelinks.protection.outlook.com/?url=http%3A%2F%2Fwww.reboundreturns.com%2Fquarter-2-2017&amp;data=02%7C01%7Cdavid.moth%40econsultancy.com%7C3ed69e69770147425ea908d50590c01e%7Cfdd3bf0d1bfa49198a45f1a311d56753%7C0%7C0%7C636421041622281531&amp;sdata=%2B%2F6%2FC2F5MpzzWUd4cyJCEreZwzqYMJR1Zszj3mYBFHE%3D&amp;reserved=0" target="_blank">ReBound</a> has uncovered a drop in the number of UK and European retailers offering their customers free returns. In a study of over 200 leading fashion brands, just 28% were found to offer free returns – a big decrease from 55% in Q1.</p> <p>ReBound’s report also found that the majority of retailers are failing to be upfront about their returns policies, with just 6% promoting their returns policy at all three key stages of the purchase journey – product page, basket, and checkout.</p> <p><img src="https://assets.econsultancy.com/images/0008/9276/Returns.jpg" alt="" width="760" height="456"></p> <h3>Social sentiment for Uber increases following licence revoke </h3> <p>Since TFL announced that it won’t be renewing Uber’s licence to operate, social media has been awash with conversation about the decision. 4C Insights has been looking at engagement and sentiment for both companies across platforms including Facebook and Twitter.</p> <p>Surprisingly, it found that sentiment has dropped 13% for TFL since the announcement, with Uber remaining level despite the working practices highlighted by TfL's decision. </p> <p>With 730,000 signatures on the petition for Uber to have its London license renewed, it seems the general attitude on social media is annoyance at the service being taken away. </p> <h3>90% of Gen Z travellers influenced by social media</h3> <p>When it comes to travel plans, <a href="https://info.advertising.expedia.com/travel-and-tourism-trends-for-american-travelers" target="_blank">Expedia Media Solutions</a> has revealed that the Generation Z is the demographic most influenced by social media, with Instagram and Facebook being named as the most influential platforms. </p> <p>While Gen X (or millennials) are influenced less by social media than younger generations, more than half of them say Facebook has an effect on their decision-making.</p> <p>Lastly, baby boomers are the least likely to research travel destinations on social media, with more than 55% already deciding where to go, and 43% saying they don’t need help with planning.</p> <p><img src="https://assets.econsultancy.com/images/0008/9272/Expedia.JPG" alt="" width="780" height="347"></p> <h3>iOS 11 sparks consumer demand for new AR apps</h3> <p>Following on from the launch of iOS 11 and Apple’s new AR platform, ARKit, consumer demand for AR apps is on the rise.</p> <p>A new report by <a href="https://emea01.safelinks.protection.outlook.com/?url=http%3A%2F%2Fdigitalbridge.eu%2Fdownload-our-new-report-augmented-reality-changing-the-face-of-retail%2F&amp;data=02%7C01%7Cnikki.gilliland%40centaurmedia.com%7Cadb8f897d4ac427e9e8d08d505beece0%7Cfdd3bf0d1bfa49198a45f1a311d56753%7C0%7C0%7C636421239942488912&amp;sdata=DN6h7HZhQ23xErI%2BpE0u4xwhEyFol2J3t7zrWcfNRAo%3D&amp;reserved=0" target="_blank">DigitalBridge</a> suggests that 61% of consumers say augmented reality is the technology they are most excited about using, compared to 30% for virtual reality. Consequently, 69% now expect retailers to launch an AR app within the next six months.</p> <p>Meanwhile, a further 18% of consumers don’t expect to be kept waiting longer than 12 months before they are offered access to an augmented reality platform, and 82% are expecting the technology to be made available via mobile.</p> <h3>Consumers fail to recall brand logos</h3> <p>Signs.com has been looking at how well consumers can recall the brand logos they see every day. <a href="https://www.signs.com/branded-in-memory/" target="_blank">The study</a> involved 150 participants drawing 10 famous logos from memory, including Apple, Burger King, and Domino's.</p> <p>Results found that just 6% of people could recall the Starbucks logo – perhaps surprising considering many participants buy one of the 18m cups of coffee it sells per day.</p> <p>Ikea saw the most success, with nearly a third of participants recreating near-perfect logos. Meanwhile, more than 20% of participants wrongly included a crown when drawing the Burger King logo, despite the fact that the design hasn’t included one in almost 50 years.</p> <p>Lastly, one in three participants incorrectly included a stalk in the Apple logo. </p> <p><img src="https://assets.econsultancy.com/images/0008/9271/brand_logos.JPG" alt="" width="550" height="631"></p> <h3>Pizza generates 26m shares on Instagram</h3> <p>Lastminute.com has revealed the world’s most-shared food trends, including the top international foods and the most popular obscure trends.</p> <p>Topping the list of the most-shared international foods is pizza, with 26m shares on Instagram. This is followed by sushi with 17.6m shares, and pasta with 11m shares.</p> <p>Meanwhile, matcha tea was found to be the most popular unusual food, generating 2.5m shares. Cronuts, bubble tea, and freakshake also appear in the top 10 obscure foods Instagram users love to document.</p> tag:econsultancy.com,2008:BlogPost/69451 2017-09-27T11:01:00+01:00 2017-09-27T11:01:00+01:00 Twitter is testing longer tweets: The pros and cons Patricio Robles <p>In its announcement, Twitter revealed that 9% of English tweets hit the 140-character limit and according to Twitter product manager Aliza Rosen, “our research shows us that the character limit is a major cause of frustration for people tweeting in English.”</p> <p>As Twitter seeks to find a way to restart its growth engine and better compete with Facebook, Instagram and Snapchat, the company appears to be focusing in on this apparent source of frustration.</p> <p>While the expanded character limit is just a limited test for now, here's what marketers should be considering given the possibility that this change will be made permanent and rolled out to all users.</p> <h3>The good</h3> <p>It's hard to craft effective messages in 140 characters, and while marketers have proven over the years that it can be done, in theory, a 280-character limit will give marketers more flexibility and make it easier for them to craft still-brief but clearer messages that resonate with Twitter users. </p> <p>For that reason, many marketers are already excited about the prospect of a 280-character limit.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">To my fellow CDN marketers who've struggled with EN /FR character limitations on Twitter. Finally!! <a href="https://t.co/zFy4FWgWHY">https://t.co/zFy4FWgWHY</a></p> — Julia Kassam (@jccflys) <a href="https://twitter.com/jccflys/status/912881031652544512">September 27, 2017</a> </blockquote> <p>Additionally, if Twitter is right and an increased character limit can broaden Twitter's appeal and increase engagement, marketers active on Twitter will obviously benefit. Right now, <a href="https://econsultancy.com/blog/67496-what-the-hell-is-going-on-with-twitter">Twitter's languishing growth and the uncertainty of its future</a> in the market is a drag on marketers, particularly those that have invested heavily in the platform over the years while upstarts like Snapchat rose up and eclipsed it.</p> <h3>The bad</h3> <p>Despite the fact that a 280-character limit would give marketers greater flexibility, after years of building messages around the 140-character limit, it will also require them to rethink how they tweet.</p> <p>After all, just because marketers would have room to post longer messages doesn't mean that they'll make effective use of it. Attention spans are short and marketers won't be able to assume that Twitter users will read all 280 characters just because they're on the screen.</p> <p>Some users have suggested that instead of displaying all 280 characters, Twitter display a “read more” link on tweets above 140 characters in length. This is a reasonable suggestion, but for marketers to take real advantage of the extended tweet length they would still have to focus on creating a compelling message that's 140 characters in length. If they didn't, it's unlikely users would click on the “read more” link to expand their longer tweets.</p> <p>Bottom line: even with a 280-character limit, marketers are going to have to work hard to cut through the clutter and it's plausible that a longer character limit will make it even harder to do that.</p> <h3>The ugly</h3> <p>Twitter will no doubt be closely monitoring how users respond to its 280-character limit test and only roll it out broadly if it sees evidence that it will benefit the platform. But that doesn't mean there isn't room for error because what Twitter thinks will benefit the platform might not be what other stakeholders believe will benefit the platform.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">We expected (and !) all the snark &amp; critique for <a href="https://twitter.com/hashtag/280characters?src=hash">#280characters</a>. Comes with the job. What matters now is we clearly show why this change is important, and prove to you all it’s better. Give us some time to learn and confirm (or challenge!) our ideas. <a href="https://t.co/qJrzzIluMw">https://t.co/qJrzzIluMw</a></p> — jack (@jack) <a href="https://twitter.com/jack/status/912886007451676672">September 27, 2017</a> </blockquote> <p>Twitter users, particularly power users, have been notoriously resistant to change and this is one of the biggest changes that Twitter could make. Not surprisingly, some users are already expressing displeasure with the prospect of a 280-character limit.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">what makes twitter unique is that it understand that people have short attention spans and won't want to read more than 140 characters</p> — Lumi Is Precious (@RobynIsANinja) <a href="https://twitter.com/RobynIsANinja/status/912860688544092162">September 27, 2017</a> </blockquote> <p>There are two worst case scenarios that marketers will have to keep an eye out for if Twitter rolls out an increased character limit broadly:</p> <ul> <li> <strong>It negatively impacts the platform.</strong> This could come in any number of forms. For example, an increased character limit could drive power users away. Or if it does broaden Twitter's appeal, marketers might find that the user base changes and the signal to noise ratio decreases.</li> <li> <strong>It does nothing.</strong> While the status quo might not seem so bad, if such a significant change fails to help Twitter increase user growth and engagement, it will be one of the strongest indicators yet that Twitter's long-term relevance is in doubt and that might hasten a marketer de-emphasis of the service.</li> </ul> tag:econsultancy.com,2008:Report/4604 2017-09-26T14:50:00+01:00 2017-09-26T14:50:00+01:00 Paid Social Media Advertising <p>Econsultancy's <strong>Paid Social Media Advertising Best Practice Guide</strong> provides an overview of the major social media channels and the most pressing considerations for marketers looking to generate the most value from social media advertising.</p> <p>The guide provides a <strong>summary of the main self-serve advertising options</strong> on these channels, and outlines some of the premium options available to marketers when <strong>developing a strategic approach to social media marketing</strong> and communications.</p> <p>It has been written to complement Econsultancy's <a href="https://econsultancy.com/reports/social-media-best-practice-guide">Social Media Strategy Best Practice Guide</a>, <a href="https://econsultancy.com/reports/social-media-platforms-overview">Social Media Platforms Overview</a> and <a href="https://econsultancy.com/reports/paid-search-marketing-ppc-best-practice-guide">Paid Search Best Practice Guide</a>.</p> <h2>Topics covered</h2> <p>The report covers the following topics:</p> <ul> <li>Paid Social Media Advertising Basics</li> <li>Planning and Strategy for Paid Social Media</li> <li>Ad Creative and Copy Strategy</li> <li>Platform Strategy</li> <li>Managing Paid Social Media Advertising</li> <li>Tools</li> <li>Optimisation</li> <li>Managing Data</li> <li>Additional Challenges</li> <li>Measurement and Evaluation</li> </ul> <h2>Contributing authors</h2> <p>This guide was created by Michelle Goodall, a consultant with more than 18 years' experience offering digital transformation and social media strategy advice to B2B and B2C organisations, both client and agency side. The guide also features input and insights from the following practitioners:</p> <ul> <li>Christie Burnum – VP, Group Manager, Paid Media, Ketchum</li> <li>Debra Forman – President, Ketchum Digital</li> <li>Joanna Halton – Director and Founder, Jo &amp; Co.</li> <li>Andrew Hood – Managing Director, Lynchpin Analytics</li> <li>Paul Kasamias – Head of Performance Media, Starcom|Performics</li> <li>Dave Lowe – Paid Media Manager, Regital</li> <li>Oscar Romero – Head of Performance Media, Spark Foundry</li> <li>Becky Steeden – Social Media Manager, RNLI</li> </ul> tag:econsultancy.com,2008:Report/4605 2017-09-26T14:23:00+01:00 2017-09-26T14:23:00+01:00 Social Quarterly: Q3 2017 <p>The <strong>Social Quarterly</strong> is a series of presentations by Econsultancy, which curate the latest trends, developments and statistics in social media. The reports focus on distilling the most recent data and trends, aiming to provide a guide to what's happening now in social media and what you should be keeping an eye on.</p> <p>Social media evolves rapidly, and the <strong>Social Quarterly</strong> provides an overview of the latest trends in the industry. It contains information which can be integrated into your own documents, allowing you to prepare a pitch or use internally at a moment's notice.</p> <p>The Social Quarterly examines the current social media landscape, trends and updates on various social platforms and considers what will happen next. Updated four times per year, it will help to quickly surface statistics and trends you can use and react to immediately.</p> <p><strong>This edition of Social Quarterly includes </strong>Facebook’s introduction of new fundraising tools, including the ‘Donate’ button, LinkedIn’s new ‘Audience Network’, a look at Instagram’s updates to Stories and Facebook’s new ‘Watch’ button, amongst other innovations.</p> <p>Bringing to life data from the <a href="https://econsultancy.com/reports/social-media-statistics">Internet Statistics Compendium</a> and the <a href="https://econsultancy.com/blog/">Econsultancy blog</a>, the Social Quarterly is the best of social in an easy-to-digest format.</p> <p>The Social Quarterly will allow you to:</p> <ul> <li>Stay up to date with regular developments across multiple social media platforms.</li> <li>Present and pitch at short notice with clear and effective data.</li> <li>Pinpoint areas in which you want to find out more and use the linked Econsultancy resources and blog posts to do this.</li> <li>Spot potential ways your company could be using social media but is not currently.</li> </ul> tag:econsultancy.com,2008:BlogPost/69446 2017-09-26T11:43:04+01:00 2017-09-26T11:43:04+01:00 How can brands combat a lack of consumer trust? Nikki Gilliland <p>In Shoppercentric’s survey, local or independent retailers scored a rating of 6.5 for prioritising consumers. However, this decreased to 5.9 or less for supermarkets, grocery brands, and clothing retailers.</p> <p>So, what is causing this lack of trust, and how can brands combat it? Let’s find out, as well as take a look at how a few brands effectively instil customer confidence.</p> <h3>1. Value</h3> <p>As last year’s <a href="https://econsultancy.com/blog/68587-black-friday-cyber-monday-2016-ecommerce-stats-bonanza" target="_blank">record-breaking Black Friday</a> shows, discounts and promotions still hold mass appeal for consumers. </p> <p>But while this strategy can be effective for increasing sales in the short-term, it can also lead to lower levels of long-term trust. This is largely because shoppers are increasingly wary of promotions that aren’t as good as they sound. </p> <p>Grocery retailers appear to be most guilty of this - 59% of people say it is the most annoying thing supermarkets do, even being annoying enough to prevent them from wanting to shop there again.</p> <p><img src="https://assets.econsultancy.com/images/0008/9135/Shoppercentric.JPG" alt="" width="550" height="680"></p> <p>However, it also seems that supermarkets are stuck between a rock and a hard place. With the likes of Lidl and Aldi gaining market share – and low pricing strategies appearing to be the driving force behind their success – how can the other big supermarkets compete?</p> <p>The key seems to be in providing value in ways other than rock-bottom prices. Waitrose – known for being one of the most expensive grocery retailers – does this through its personalised offers feature. Its ‘MyWaitrose’ loyalty program allows members to save up to 20% on the items they buy most often. Not only does this guarantee interest from customers (in comparison to randomly discounted items) but it also promotes the idea that Waitrose treats its customers as individuals – not just an opportunity for mass sales.</p> <p><img src="https://assets.econsultancy.com/images/0008/9139/Pick_Your_Own_Offers.JPG" alt="" width="740" height="439"></p> <p>Elsewhere, Asda aims to instil trust by promising value across the board. Instead of using heavy discounting or flash promotions, its ‘price guarantee’ means that if Asda is not 10% cheaper than Tesco, Sainsbury's, Morrison’s, or Waitrose on a comparable shop – it will give back the difference.</p> <p>As well as giving customers a tangible reason not to shop with the competition, this strategy also promotes the idea that the supermarket is to be trusted.</p> <p><img src="https://assets.econsultancy.com/images/0008/9142/Asda_Price_Guarantee.JPG" alt="" width="550"></p> <h3>2. Transparency</h3> <p>Another factor that leads to a lack of consumer trust is (rather obviously) dishonesty. More specifically, when brands display dishonesty during a period of bad publicity, or claiming to be ethical while undertaking unethical practices. In Shoppercentric’s survey, 50% of consumers cited this as reason to abandon a brand or retailer.</p> <p>There are obvious ways to remedy this, such as reacting to bad publicity or <a href="https://econsultancy.com/blog/69153-how-big-brands-coped-with-social-media-crises" target="_blank">social media crises</a> with a swift, honest, and measured response. However, with <a href="https://www.bizjournals.com/prnewswire/press_releases/2016/06/21/CG29004" target="_blank">94% of consumers</a> now saying that transparency can impact purchase decisions, brands are also starting to use this to draw in consumers in the first place.</p> <p><a href="https://econsultancy.com/blog/63032-10-brilliant-digital-marketing-campaigns-from-mcdonald-s" target="_blank">McDonalds</a> famously used transparency to drive its ‘Our food. Your questions’ campaign, where it responded to common concerns about its food and ingredients. By acknowledging that it is often thought of as an unhealthy choice, and responding to this with factual information, the brand was able to raise levels of trust and enhance customer confidence.</p> <p><img src="https://assets.econsultancy.com/images/0008/9162/Mcdonalds.JPG" alt="" width="780" height="483"></p> <p>Customer reviews can also be a great way to instil trust, especially considering <a href="https://econsultancy.com/blog/9366-ecommerce-consumer-reviews-why-you-need-them-and-how-to-use-them" target="_blank">61% of consumers</a> are said to read rating and reviews before making a purchase online. </p> <p>Transferwise, an online money transfer service, uses reviews to ramp up the company’s honest and reputable image. Interestingly, it also highlights reviews on its website which happen to include negative elements, such as restrictions and slowness of service. Instead of putting customers off, however, this is likely to win trust, as it lets people know exactly what they’re going to get. No false promises here.</p> <p><img src="https://assets.econsultancy.com/images/0008/9149/Transferwise_review.JPG" alt="" width="720" height="398"></p> <p>Of course, it helps that the Transferwise brand itself is based around transparency – its USP is that it is different to the banks that don’t disclose hidden charges – so it uses reassurance to inform the vast majority of its brand copy. </p> <p><img src="https://assets.econsultancy.com/images/0008/9151/Transferwise_trust.JPG" alt="" width="600" height="506"></p> <h3>3. Responsiveness</h3> <p>Respondents to Shoppercentric’s survey also cited poor customer service as another key consumer irritant, with low trust in retailers who promise good service but do not deliver it.</p> <p>Again, this perhaps boils down to honesty, as a lot of brands are guilty of promising something they cannot follow through on (with the only real solution being to ensure that they can).</p> <p>For brands that do aim to deliver but fail due to unforeseen circumstances or a lack of resources, being highly responsive on social media certainly helps. Social media ensures a certain level of accountability, with customers able to communicate with a brand in a very public forum. </p> <p><a href="https://econsultancy.com/blog/68380-danone-why-social-media-should-drive-digital-transformation/" target="_blank">Danone</a> brand, Cow &amp; Gate, is one example of a brand that does this. It typically responds to people within an hour on Facebook, replying to both negative and positive comments as well as acting as a source of help and advice for parents. Its high level of consistency is what helps to instil trust, with users knowing that they can reach out and get a response from the brand within a short period of time.</p> <p><iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2Fcowandgateuk%2Fposts%2F1496732103704678%3A0&amp;width=500" width="500" height="608"></iframe></p> <p>It's even better when the response is personal or entertaining in some way. There’s been a few instances where brands have mirrored a customer's slang or wry sense of humour, but this example from Tesco stands out for the time and effort it clearly took to reply.</p> <p>After a customer left a tongue-in-cheek complaint about the lack of chocolate in its doughnuts, Tesco replied with a similarly humorous response, leading to the post being shared hundreds of times.</p> <p><img src="https://assets.econsultancy.com/images/0008/9159/Ryan.JPG" alt="" width="500" height="496"></p> <p>As well as winning favour with the person who made the complaint, it meant that Tesco’s level of customer service became highly visible to others, leading to a general increase in brand sentiment and trust.</p> <p><img src="https://assets.econsultancy.com/images/0008/9160/Tesco_reply.JPG" alt="" width="500" height="584"></p> <p><em><strong>Related reading:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/64107-how-trust-signals-can-double-your-conversions" target="_blank">How trust signals can double your conversions</a></em></li> <li><em><a href="https://www.econsultancy.com/blog/64870-44-reasons-why-people-don-t-trust-your-website" target="_blank">44 reasons why people don't trust your website</a></em></li> <li><em><a href="https://econsultancy.com/blog/67049-data-hoarding-consumer-trust-are-they-mutually-exclusive/" target="_blank">Data hoarding &amp; consumer trust: are they mutually exclusive?</a></em></li> </ul>