This year, technology and communications devices are undoubtedly due to top Christmas wish-lists in the developed world. With the September launch of the iPhone 6 and 6 Plus and October launch of new iPads, Apple is hoping that larger screens, faster internet connectivity and greater product variety will see the US company dominating the Christmas market.
Competition will come from Samsung’s Gear Fit and Google’s Chromecast, with Amazon Fire TV and the low-cost Tesco Hudl also making their way onto the list – while Xbox One and Playstation 4 fight it out to be this year’s must-have games console. Read More
Changing content consumption habits, driven by the proliferation of devices means brands are having to innovate the way in which they communicate with consumers, particularly on mobile devices. At Yahoo, we looked at how consumers are reacting to brands’ new efforts to engage with them, what they like already and what they want in future.
Our study looked specifically at mobile native advertising and reveals that, when consuming a stream of content on mobile, users don’t filter ads specifically from the stream – in the way that they do through ‘banner blindness’. Read More
The path to purchase is no longer linear. In a multi-screen world, consumers experience multiple touch points, via a variety of online and offline channels and devices, before the final conversion takes place.
In this new retail environment, marketers need to consider an omnichannel approach to retail marketing, as consumers do not differentiate between online and offline channels and touch points in one channel are likely to impact purchases within another. Across all channels, online search plays an important role in the consumer journey.
Shoppers use search at the beginning, middle, and end of the sales funnel to inform their purchase decision, and an online shopper will browse an average of 2.7 websites before making a purchase. Webrooming is also common, with a large majority (88%) of consumers browsing and researching online – often via mobile – and then buying in store.
It’s only just begun: no, it’s not the opening line of a song, it was the theme of this year’s IAB Engage summit. It echoes the sentiment of Larry Page, at Google’s 2013 meeting, when he said: “We’re only at 1 per cent of what’s possible.” And while it’s laudable, it does seem as though the faster the industry runs at this, the quicker the size of the opportunity expands, and we’re left perpetually chasing our tail. Sometimes it is ability that holds us back, sometimes it is a deficit in skill sets, but often it’s good old-fashioned inertia.
At the Engage summit, the underlying theme present in almost every talk was customer experience and it’s fair to say that we’ve only just begun when it comes to this too. Read More
Justice used to be a religious ceremony, conducted in hushed courtrooms and viewed with a certain amount of respect. Now it’s a spectator sport. Serried ranks of Tweeters belt their support or opprobrium from the digital cheap seats. Newspapers offer live updates, precisely as they do for Premiership football. That really was a neat little jink by the prosecution, Barry. Lovely feet.
Sticking with the football analogy, Oscar Pistorius doesn’t seem to have much home support. All the “neutral” hashtags – #OscarTrial, #PistoriusTrial and so on – are traffic jams of condemnation. It seems we like things to be cut and dried. We’d prefer the answer to be simple. Those thousands of away fans, so to speak, have made up their minds. Read More
It’s difficult to escape the reality of the ‘always on’ society, that is creeping up on the world as mobile has become the first screen. It may seem that the human voice and the phone call have, in many cases been replaced with a few taps on the screen – a result of mobile payments and shopping, through apps and social networks.
Yet beneath all this, there is still value in voice for consumers; apps like Whatsapp and Apple iMessage have made voice recordings a focal part of their platform. Google has made ‘Ok Google’ the evolution of their platform on mobile as well as through wearable technology. Voice is back on the scene and everyone is using their phones with voice once again. Suddenly, Siri is making some sense. Read More
Individuals now have more control over how, when and where they engage with different media and – as a result – marketing models need to be dynamic and agile to keep up with changing consumer demands. Read More
It’s a familiar sight to anyone scrolling down their newsfeed. Mysterious headlines with intriguing images that just tempt you to click through and see what it’s all about. ‘You’ll never guess what this woman did next’, ‘what follows will blow your mind’ and the equally clickable ‘what the hidden camera recorded was utterly terrifying’.
These headlines, known as clickbait are tactics used extensively by low-quality news and gossip websites. I even recently attended a conference where brands were encouraged to follow this trend to use the air of mystery to encourage click-throughs. Read More