Chart of the Day: What emerging behaviours are consumers showing as they interact with digital assistants and what are the implications for marketers?
At the moment the physical and virtual papers are full of reviews and consumer experiences of the different options for home smart speakers. It's no surprise, since this is one of the biggest trends in tech, with 50+ million voice assistants due to ship in 2018 as I showed in my last article on smart speaker forecasts.
We're also seeing emerging research on how consumers are interacting with these speakers which is useful for marketers and brands who are working out how they can potentially interact with audiences. In this article, I share some of the latest consumer research from Google. Here is their research summary. I found the figure that 70% of queries to the Google Assistant are natural language since this shows the increasing importance of optimising…
Review the Business challenges caused by using separate systems and how you can overcome them
There’s nothing more counterproductive (and irritating!) than being in a situation where several people are trying to control what’s going on. It could be countless friends and associates giving you conflicting life advice, your entire family trying to plan your wedding, or a bunch of your colleagues who all think they know the best corporate tactics (when obviously, it’s you).
As an age-old proverb that has been extensively confirmed throughout the centuries, it can be true that “too many cooks spoil the broth”, and this definitely applies to your digital marketing endeavors…
One of the largest and most widespread problems in both marketing and advertising, is attempting to deliver top-end campaigns through the navigation of disparate systems. If you’re utilising multiple platforms for limited or singular purposes, you’re only going to overcomplicate matters, decrease your potential for positive results,…
Engaging eCommerce consumers during Q1 - one of the most challenging quarters of the year - is no easy feat
With shoppers now in post-holiday hibernation and product return rates at their highest, increasing engagement and retention may seem like an uphill battle. So what’s a retailer to do when the road to a strong Q1 suddenly derails?
Tap into one of the most profitable channels for communicating with your customers: social media.
It’s no surprise that social media rules the eCommerce playground. With Facebook greeting approximately 1.37 billion global users per day, social advertising is an obvious win to maximize profit in Q1 and beyond. In fact, about 3 million businesses globally are currently dipping their toes and wallets in the Facebook ad pond. But many find themselves quickly sinking to the bottom because they fail to recognize one cardinal fact when building a successful ad campaign:
Facebook advertising will only…
Digital branding visuals to help measure and deliver purpose
What’s the point of it all? Since the dawn of humankind, people have agonized over that highly emotive question. As we steadily slip and slide towards the second decade of the 21st Century, more than ever that question is pivotal.
In the sandstorm of why…how…what… when…who… and where… Rather than instinctively turning to people for answers, we increasingly gaze through windows on wrists, laps, and desks for digital to deliver neatly packaged solutions wrapped up in brand messages with emotional ribbons and bows.
Consider Turkish owned McVitie’s (United Biscuits) which combined digital (via social media) and emotions to help sell biscuits.
Emotional marketing is nothing new. However given today’s consumers wariness of algorithms, many marketers bank on emotions to help soften qualms. Such fears could be credited to many factors including the veracity of social messages (Think Russia/Trump and Twitter/Facebook)… …
Chart of the Day: How far towards GDPR compliance are you? Part 1 of 2
Death, taxes and GDPR
I like to think that if Benjamin Frankin was alive today, he would agree that there are now three certainties in life. The General Data Protection Regulation (GDPR) comes into force in all 28 countries in Europe on 25th May 2018.
But seriously, folks ...
... how compliant are you really? Are you leaving it until the last minute or are you already sorted? Recent research by the IAPP and TrustArc, surveyed nearly 500 privacy professionals in the US and EU have discovered some worrying statistics. 84% of U.S. firms say they’ll be compliant by 25th May, while more than one in four EU organizations don’t have confidence they’ll be fully compliant. This is very alarming. Next week I will be looking at what…
Whether you’ve had any issues so far with cyber-attacks or not, one thing can’t be denied: they pose a big risk to the security of your business. And, unfortunately, they’re also more likely to happen to you than you may think
So, the question is: how protected is your online business? If you’re reading this and thinking,
“This can’t happen to me”, or
“I have a very small business. What thief would even find out about it?”
Well, you might be very, very wrong.
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The state of cyber-security
In fact, a survey from PWC conducted last year on the state of global economic crime, found that cyber-crime is now the 2nd most reported economic crime and that it is affecting 32% of organizations.
These numbers will only continue to grow as Internet…
How to generate better sales leads that lead to conversion
Many B2B sales organizations get bogged down with too many bad sales leads. Salespeople are often crying out for “more sales leads” but “more” is not always better! Instead of just indiscriminately dumping more and more leads into the top of your sales funnel, you need to think more carefully about what a “good” sales lead really looks like for your company. Too many “bad” sales leads are sometimes worse than having no sales leads at all – because they cause your sales team to waste time chasing after buyers who aren’t truly the right fit or who aren’t anywhere close to being ready to buy.
Here are a few common root causes of the "bad leads" problem, and how to address it:
1. Your website is too vague
Most B2B sales companies…
Chatbots that say “I’m sorry, I don’t understand that” fail in today’s consumer-brand interactions - here’s why!
At MarTech San Francisco 2017, Nick Pandolfi of Google’s Global Product Partnerships claimed that language is the new user interface. But chatbots are still a nascent technology, and they come with positives and negatives. People are willing to use them and find them valuable, especially during purchasing, but if a company’s chatbot is poorly designed and leads to a negative interaction between the consumer and brand, then that person will likely never come back. The more conversation technology improves, then, the more consumer expectations will evolve, too.
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As chatbots become more fundamental to consumer-facing experiences, chatbot designers must make their creations more human by improving natural language…
The latest trends and innovations using VR / AR and interactive video to keep an eye on in 2018
Video is by no means a new marketing innovation, but it seems to be on the rise and considered the number one content consumption channel. It is still regarded as a highly popular method to distribute content to increase engagement rates across all digital channels. According to HubSpot's State of Inbound 2017 report, video is the main disruptor for marketers, yet YouTube and Facebook video are the 2 most popular distribution channels that marketers want to introduce into their strategy in the next 12 months.
However, it is important that these trends that are most popular are developed further with new and innovating ways to keep consumers engaged.
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Chart of the day: Most shared Facebook content 2017
Even though there isn’t one single formula for what makes content go viral on social media, it’s crucial for content creators to understand which type of content tends to work well online and therefore, should be pushed across their social channels.
Recently, BuzzSumo analyzed two billion articles and posts that were published on Facebook in 2017, and established the top content over the year. Although these viral posts can hardly ever be replicated, such analyses provide insights into viral content creation, through gaining as much positive attention, as quickly as possible, while also engaging with your audience.
In the analysis, experts at BuzzSumo found out most of the top posts that went viral were videos, with the exception of only 3 out of 20 top post. The most popular topics in video were:
Practical hacks
…
