Continuing the conversation around the importance of delivering a consistent customer experience across every channel, Janrain’s Russell Loarridge and David Giannetto, author of Big Social Mobile, delve deeper into the omni-channel experience and
The value exchange is key. A brand needs to put a plan in place to encourage the consumer to share that information and provide insight into social engagement, media preferences and values by giving back a more engaging experience, such as a film recommendation or reminder of a forthcoming event. Those companies looking to deliver an omni-channel experience need also to consider how to build that relationship off- as well as online and via an app – otherwise the fragmented experience will immediately disengage the social consumer.
It’s weird that you don’t use emojis. It was this message, sent by a friend on Whatsapp, which fundamentally changed the way I communicate online.
In a relatively short space of time, I went from emoji novice to addict. I now catch myself pausing over work emails, wondering how a deft emoji placement could add some warmth or emotional context to an otherwise ordinary message. I stop myself of course, but it’s clear to me that emojis are the digital version of body language, they convey so much with so little.
Marketers and brand managers strive to create emotional connections with consumers. Fostering emotional links can be easier thanks to social, but interpreting the data to monitor, measure and respond to emotional shifts can be harder.
As a marketer, it’s imperative that you manage consumer emotions, and that you have the technology in place to analyse and react to conversations. Why? Because you can’t manage what you can’t measure.
Momentary lapses of reason. For a while now, Snickers has been telling us that these are best avoided by munching on a peanut-packed chocolate bar.
‘You’re not you when you’re hungry’ goes the claim, and with its latest ads, the confectionery brand shows how hunger breeds mistakes.
Ever since the introduction of data services and the rise of applications like WhatsApp and Skype, mobile operators around the world have found themselves on the back foot. Traditional revenues from voice and text messaging have been reduced significantly by the impact of, often free, internet-based alternatives.
And despite the fact it’s mobile operators who provide the networks for applications like WhatsApp to function, it’s these new apps receiving the plaudits and capturing the customer’s mindshare. But Verizon’s recent acquisition of AOL has finally tipped the balance back towards the operator, and it comes at a time when mobile advertising is on the brink of immense change.
Brands know the importance of delivering a consistent customer experience across every channel. Few, however, have yet to determine just how to realise that strategy. Critically, companies are failing to join the on- and offline worlds. While many are attempting to create a consistent online experience, when the consumer interacts with the brand in a shop, via customer service or even on social media, it is clear the company has no understanding of needs or motivations.
With the new generation of social consumers led by hearts and minds before wallets, this brand split-personality is off-putting. These individuals are highly informed about brand activity and more than willing to share information in return for a great experience. Yet today, far too many companies are still prioritising data collection over relationship building.
From food, to our phones, to fashion – we’re all after a bargain. But it can be hard to see beyond a swing ticket, and recognise the true cost of the low prices we crave.
Well, in a public square in Berlin, advocacy group Fashion Revolution have recently been challenging our lack of understanding, and the lack of transparency from clothing brands.
Our appetite for consuming fashion content on YouTube is huge, total views monthly is 110 million, equating to total reach of fashion on the video platform of 13.5 million per month.
A staggering 97.8% of these views comes from vlogger channels, compared to only 2.2% from brand channels. Plus the click through rate (CTR) from users clicking through to a product via vloggers’ channels vastly outperforms the CTR from a standard Google advert, proving vlogger content does deliver higher ROI for brands.
Consumers do not shop in the same way they used to. Gone are the days of reliance on high street shopping, instead the multi-channel environment is continuing to grow.
The modern shopper uses a number of different methods to find the product(s) they want. They may see something in a shop, try it on for size and then return home to browse a number of websites on their computer to find the best value option.
Alternatively, they may first seek inspiration online and then order with click and collect or have it delivered to their desired address. Consumers these days are spoilt for choice when it comes to ways of shopping.
Strawberries and cream, peanut butter and jelly, chocolate and Vegemite… apparently.
Images of Vegemite-filled Dairy Milk have been doing the rounds on social media down under. But until now, many were left wondering whether it was just a photoshopped hoax.