Future Focus 2021: Brands Accelerated

Future Focus 2021: Brands Accelerated

The new iProspect Future Focus report explores the intersection of consumer attention, commerce and data.    Today, we officially launch Future Focus 2021: Brands Accelerated as the essential read for conscientious marketers seeking to explore and exploit the latest consumer and industry advancements for brand growth. The 75+ page report addresses some of the most pressing aspects of modern marketing including; the battle for attention, wholesale changes in data privacy, and the emergence of assisted commerce.    Combining evidence-based research with interviews and responses from over 200 brand marketers in 29 countries, the Future Focus 2021: Brands Accelerated report delves deep into the challenges and opportunities faced in the current global climate and within the immediate media landscape. And, convenience and relevancy of media to the consumer is key, as 61% of marketers, polled for the report, considered ‘building a highly convenient experience for the consumer’ as the most powerful lever to generate business growth.i    The content of this sixth edition of the Future Focus series typifies the intricacies of bringing brand and performance together to achieve growth.     “Despite the challenging times we live in, I believe there have never been so many opportunities in media. With our new and unique approach of performance-driven brand building, we are firmly optimistic about the future and resolved to make it happen, today. With Future Focus 2021: Brands Accelerated as their guidebook, I hope all marketers will be able to leverage the growth potential afforded at these significant intersections of media, data, commerce and culture.”  Amanda Morrissey, Global President of iProspect    The findings showed that around 2 in 5 marketers (42%) still think the linear path to purchase is as relevant today as it was decades ago, despite the rise of digital. While at the same time 32% of marketers feel that expanding commerce capabilities is important for the 2021 roadmap, however 26% see this as one of the most difficult challenges this year.ii      Practical advice to marketers.   In addition to discussing and dissecting the impact of major global industry trends and innovations, the report spotlights the relevancy and opportunity for brands, regardless of sector, to capitalise on these seismic shifts in the media landscape. Examples of the report’s advice and guidance for marketers worldwide include:    #1: Commerce is Everywhere    Organisations should strive to build and maintain an accurate picture of their commerce capabilities across five key dimensions: desirability, availability, findability, buyability, and repeatability. This will help them define the most profitable commerce model for their brand, better integrate their e-commerce and stores into an actionable omnichannel strategy, explore new growth channels, and turn media opportunities into transaction opportunities.    #2 The Battle for Attention  Brands should consider factoring attention into their media optimisation and measurement efforts to elevate the impact and efficiency of their investment. To maximise audience attention, they should ensure the content and experiences they design truly align with consumer intent, and that the campaigns they develop do not relegate diversity and inclusivity as afterthoughts.  #3 The New Data Playbook    On the data front, organisations should embrace the new privacy-conscious world by re-evaluating the value exchange they offer to their audiences and anticipate technological changes to minimise business disruption. This is the occasion to explore opportunities for automation, evaluate the quality of the data they collect and process, and more broadly reflect upon how data is effectively used to inform decisions.    The last point is of particular significance as the report found in some circumstances there are huge disparities between what the consumer and brand marketer think, when it comes to assessing data value. Only 9% of marketers believe helping a company improve products or services is an incentive for consumers to share their data, while 44% of consumers believe it is a good enough reason to release personal identifiable information (PII) to the brand.iii      Download your copy of Future Focus 2021: Brands Accelerated now.    -----------------------------------------   [i] Proprietary omnibus survey: iProspect, 2020 Global Client Survey, 12 Oct–11 Nov 2020, 202 respondents. [ii] Proprietary omnibus survey: iProspect, 2020 Global Client Survey, 12 Oct–11 Nov 2020, 202 respondents. [iii] iProspect 2020 Global Client Survey (Oct 2020) and iProspect and Microsoft Advertising, Consumer Privacy and Data Survey (Mar 2020) 0

4 mins read

TikTok's Uncertain Fate Paves Way for Instagram Reels, As Triller Climbs To No. 1 In App Store

TikTok's Uncertain Fate Paves Way for Instagram Reels, As Triller Climbs To No. 1 In App Store

With the future and fate of TikTok remaining unclear, Instagram Reels and Triller are taking center stage in the short-form category.

9 mins read

Enhance Customer Engagement with Voice

Enhance Customer Engagement with Voice

Welcome back to this two-part blog series focusing on all things Voice. ICYMI, part one covered the top 6 lowest hanging fruits to make your website content Voice Search ready. In part one, we learned that winning Position 0 is critical to gain Voice Search visibility. However, conversational AI technologies and voice user interfaces (AKA: Voice-based applications) offer opportunities for brands to engage with consumers beyond the search engine results page.  When we take a step back to look at the evolution of media consumption it becomes clear that consumer behaviour and purchasing habits have shifted following the succession of technological revolutions. With the rise of the Internet of Things and Smart Devices, interactivity has become the new standard. We went from passive mediums such as print, radio, and TV to user-generated content, to customer-initiated communication with mobile and tablets.  As a result, simply producing a piece of content and hoping it reaches your target audience, is not enough. Much more must be done for brands to respond effectively to how humans and machines interact. As it stands now, Voice Search does not necessarily allow brands to measure user engagement and understand trends to improve user experience. Also, most voice answers about a specific brand come from other highly authoritative sources (ex. Yelp, Wikipedia), which are not controlled by a brand. As a result, brands risk weakening their customer experience and even losing market share to competitors who are Voice ready. That's where Voice-based applications come into play. So, What is a Voice-based Application?  A Voice-based Application or Voice App is a conversational interface designed to extend the functionality of voice-enabled devices such as smart speakers (just like screen-based apps would do on mobile). Users can interact with this easy-to-use voice-directed technology using its invocation name. A few favorite examples… H&M Home Stylist The H&M Home Stylist voice application allows users to ask questions on décor inspiration for different rooms in the house. How it works: Ask for help with a specific room Choose from a range of styles such as classic or modern Receive inspiration and mood boards based on your preferences See example products from H&M Home, along with suggestions for materials and colour schemes Mystery Oreo Mondelez turned to Alexa to promote a new Oreo flavour contest. The purpose was to boost awareness, interest and engagement with the brand as part of a two-month long “Mystery Oreo” campaign.  How it works: Users activate the voice technology with the query: “Alexa, what’s new with Oreo?”  User receives weekly flavour cues When prompted, order cookies via Amazon  Domino's Anyware As part of the Domino’s Anyware initiative, the restaurant chain launched voice-activated pizza delivery for pizza lovers. How it works: Speak to a voice device (Google, Alexa, Siri) and ask it to "Talk to Domino's" Build a new order from scratch or reorder a most recent order Integrates with Domino's Tracker Also integrates with Slack and Facebook Messenger Voice expert lives in the Domino's app to take voice orders  In my opinion, these examples prove that the best voice interactions are usually not approached as an advertisement but as an extension of the brand experience. How are Voice-based Applications Being Used by Consumers? Voice devices are everywhere. They are often in shared spaces in the house (living room, family room) such as smart speakers like Amazon Echo (Alexa) or Google Home. They are usually on your mobile (Siri, Bixby). They are also on-the-go in your Car or Smart Watch. Voice devices are mainly used for education (asking questions to a bot), utility, and entertainment. People enjoy interacting with Voice Apps while multitasking to get things done faster (save time from not having to type) or enhance daily routines (to-do list, commute times, weather, reminders). Taking the first steps towards launching your own Voice-based Application may seem daunting without in-house expertise or a proven roadmap. When working with clients in developing an Application, we focus on 4 key considerations. Consideration no.1: Find your “Why” When thinking about how to engage with Voice, the first thing to do is identify how your brand can provide value within the voice ecosystem. The goal here is to figure out what are the top use cases for Voice Applications, understand different ways in which customers approach these cases and how it refers to your products and services. That is going to allow you to find natural connections between your brand and consumer needs. This can be done by applying a creative approach. You can begin by brainstorming and ideating with your team. You can also adopt a data-driven approach by taking an in-depth look at your internal data. Whether they are coming from a website chatbot, call transcript, or findings from a digital footprint analysis, all data is welcome. We have identified 3 ways that brands can bring value to the customer in a business setting. Product Extension: Extending the value of the product through a Voice Experience (ex. Unboxing moment, instructions on how-to put a piece of furniture together)   Content Strategy: The brand may have existing content that can be translated into an interactive experience on Voice platforms (e.g. Educational, curated lifestyle advice, tips, CSR). Customer Support: Makes any information a customer might need accessible through Voice with ease and convenience.  Once you have decided what the main focus of your app will be, you will then need to decide what phrase or invocation name will be used to activate it.  Consideration no. 2: Put the User at the Center of the Design Process If it is not easy and enjoyable to use, it is not likely to succeed. In order to design meaningful user experiences that work through voice-enabled devices, it is important to take into account how people naturally use their voice to communicate, and what they expect from a voice interaction. We recommend the following: Do not settle to a machine's limitations. Instead, be willing to stretch technology to meet user expectations. Your voice app should be able to accommodate multiple variations of the answer, rather than just requiring the question be answered precisely the way you phrase it. Think of the best way to help users and then consider the level of technical complexity required. Allow users to use natural language. All of us use slang and have unique ways of saying the same thing. So, if you know your niche audience, it is essential to adapt the speech and tone accordingly. We recommend spending some time thinking of how users will interact, what questions they will ask, and how you intend to respond. Take context into account. Not every consumer will interact with your Voice Application under the same conditions. They could be experiencing it at home or on-the go.  It is essential to adjust the experience and level of information to the user's context. Give users a good reason to come back by providing new and returning visitors with relevant information. People are most likely to go back if the content is updated regularly. Consideration no. 3: Don’t be Afraid to Iterate We are at a tipping point in the adoption of Voice Technology where an early majority of Canadians have started using Voice-activated devices. Close behind, brands, marketers and agencies are still trying to figure out what to do to attract consumer's attention. At this stage, it's important to not focus on having the perfect Voice Application from the get-go, but to have something out on the market and see how your customer base interacts with it. We recommend focusing on proven use cases and low effort implementation. The sooner you launch, the more time you will have to experiment, learn and improve your voice-based application. Consideration no. 4: Promote your Voice App There are currently over 100.000 Alexa skills and over 33,300 Google Assistant Actions available. Unlike mobile apps, when it comes to the voice ecosystem, there is no popular distribution platform to promote your voice application. This general lack of awareness about what voice-based applications can do and how to find them makes driving voice discovery and engagement a critical challenge for brands to overcome. In order to get more users, we recommend integrating Voice with existing digital & offline channels as support. Discoverability is hard in the voice assistant market. Voice experiences seem to do a better job at creating a deeper user engagement than creating awareness.  The scale is not necessarily the metric by which the success of Voice application should be measured. Looking ahead... Times are changing and search is not just about keyword rankings anymore. While optimizing on-page content for Voice Search is a good first step towards entering the Voice ecosystem, we believe there are several moments within the customer journey where the effective use of voice-enabled applications could create a game-changing shift. A smart voice-first strategy should start with putting a simple voice application out there to see how users interact with their AI assistant. Keep in mind this is a new channel for both your customers and your brand so there is lots of experimenting to be done - but the time to get started is now.   0

8 mins read

News

dentsu bolsters global media offering by bringing together iProspect and Vizeum brands to form future-focused iProspect brand globally

> Read more
Google just became Amazon's biggest competitor

Google just became Amazon's biggest competitor

Google is reinvigorating their marketplace product Buy on Google (formerly called Shopping Actions) by removing commission fees and giving control of the brand experience back to the hands of merchants. These updates represent a direct effort to compete with Amazon and evolve Google’s online shopping experience at a time when people are shopping online more than ever due to COVID-19 closing down physical stores and altering consumer habits.   The announcement made last week highlighted several major changes. Google showcased new payment service platform partnerships with PayPal and Shopify and also expanded data feed integrations within Merchant Center. Google also passed back responsibility to brands for managing customer support, shipping, and returns. Finally, Google has even created a solution which builds feeds directly from Google’s own database.   Buy on Google will disrupt small and large retailers.  A streamlined checkout process has several highlights that are covered in a bit more detail below. 0% commission fees: This is a major change which will encourage all retailers to rethink their Buy on Google strategy.  A comparison that highlights the magnitude of this change:  Previous commission rates on Shopping Actions for apparel product categories was 12%! Updated merchant and financial requirements: The requirements to sell on Shopping Actions are now gone and Google is pulling out all the stops to remove excuses for brands to not onboard. Marketers no longer need a US bank account after linking to GMC with an approved payment service platform account (PayPal and Shopify, to start with). Barriers of entry have been removed: Google has relinquished complete control of payment transactions, managing customer support, as well as returns & shipping. Returning ownership of important brand-owned processes back to the retailer shows that Google is confident in brands meeting customer expectations for purchases made on Google Shopping. Product feed integrations: Google Merchant Center is supporting non-Google product feed uploads, by their greatest ecommerce and marketplace competitor - Amazon. Focus on supporting small businesses: Consumers will soon be able to filter and view products sold by small business merchants specifically.   What was missing in the announcement Google has been slowly rolling out new features and updates over the past several months around other organic and unpaid feed-powered listings. Retailers activating on the Buy on Google program can also opt-in at the same time to these free Google products listings called Surfaces Across Google. The same product feed powers both programs so merchants not only have commissions removed for Google’s marketplace but their catalog will now serve across multiple shopping experiences without paid media.  We predict that in the near future to see Buy on Google checkout options begin to show on organic search results, such as on the Knowledge Graph - a previously paid ad listing placement. While this experience is what we expect next, the details still follow suit on aggregating paid and free product listings to their specific ad placements across Google properties. Shopping Actions:  A solution in search of a problem...until now The Google marketplace (Shopping Actions) has struggled to burst through the bubble of mass adoption by merchants with spending the last seven years expanding and rebranding the program. The removal of commission fees is a unique value proposition and explicit advantage against marketplace rivals like Walmart and Amazon, but also a deep benefit for small businesses that started digital ecommerce on eBay and Etsy. The payment system partnerships have made up for years of minimal merchant integrations. To compensate and attempt to counter Amazon’s two million+ small businesses already selling on that marketplace, Google chose to integrate the Amazon catalog into Google Merchant Center. This has never happened in the history of Google and is unprecedented. What Google now has is a data set of product information far more robust than their own catalog. Shopify has a small business customer base of one million (and growing) on the platform which now brings a larger assortment of products, and new small businesses that have minimal reason to not now sell on Google marketplace. What does this mean for your business? Brands who have refused to launch on marketplaces like Amazon now have minimal hesitation to begin selling on Google. Nike has refused to sell on Amazon for some time due to not being able to own the customer experience. Brands should focus on evaluating their media plan and product feed strategy. This would entail identifying product lines, seasonality SKUs, and less profitable products to be specifically assigned as eligible to serve in a marketplace, organic/unpaid listings or paid campaigns. This granular setup is especially important due to limited reporting features and forecasting features within the Google Merchant Center--feature gaps which will hopefully be addressed by Google in the future. Google is placing a strategic bet on small businesses to lean into their marketplace by removing commission fees and reducing barriers to entry. These changes were driven by Google’s Bill Ready, a former PayPal executive, executive leader at Braintree & Venmo, and supporter of small business commerce for over a decade. When it comes to steering a ship such as Google marketplace in a new direction, his vision shows the understanding of how small businesses are driving the future of marketplace commerce. However, even if the primary focus of these changes appears to be small businesses, if large brands don’t take the time to review their current Google Shopping approach and leverage these new features, they will be the ones missing out on a major commerce opportunity during this coming holiday season. 0

5 mins read

Brands for Good

Brands for Good

1 mins read

Subscribe to our Insights!