iProspect snaps up Josh Dwiggins as new Global Chief Client Strategy Officer

iProspect snaps up Josh Dwiggins as new Global Chief Client Strategy Officer

iProspect announces the appointment of Josh Dwiggins to its global leadership team as Global Chief Client Strategy Officer.

2 mins read

Operating in the intersection of 3 Cs can help brands win

Operating in the intersection of 3 Cs can help brands win

At the launch of the dentsu-e4m advertising report 2022 on Tuesday 1st February, iProspect’s Global President Amanda Morrissey shared the global perspective of convergence. Morrissey began her keynote address by highlighting that the actual convergence of media happened during the Covid-19 pandemic. “We have been talking about the convergence of media quite forever but all these years media was focussing on consumers' life, not in the technology world. The actual convergence happened during the pandemic when the long-pending fundamental change occurred”, Morrissey said.   While most media experts blame it on a change in consumers’ behaviour during the pandemic, Morrissey says otherwise. According to her, “It is not just the changing consumers’ behaviour because their behaviour has been changing earlier as well. It is actually a change in consumers’ conscience; the way they think about their problems and the lens through which they see the world has fundamentally changed. And this will continue to change their decisions moving forward.”   She noted that consumers' are now experiencing new ways of interaction with brands, new ways of entertainment, they are learning how media operates and how it gets delivered and that is where the lines of fundamentals are blurring.    “We can’t think of offline and online journeys separately because they are intertwined,” says Morrissey adding that the digital and virtual worlds are blurring and sometimes they are replacing the physical world as they all are interlinked. The pace of this change is not slowing down.   Morrissey laid emphasis on the 3 Cs for convergence-culture, content, and commerce. Explaining the success formula for the advertising sector, she noted, “Opportunity for growth lies in the intersection of culture, content and commerce, all powered by data. Brands will win in this world of convergence if they operate on intersection of culture, content and commerce and focus on delivering today and building a better tomorrow simultaneously”.   “We need to think about tomorrow, today, Morrissey said, adding that the change in fundamentals is being witnessed all across the world”, she added.   Citing the example of the UK, where she resides, Morrissey said that doorstep delivery of items grew by 120 percent in the pandemic which created huge opportunities for brands that were into d2C segment and those with physical shops to incur losses in the tune of 22 percent. She said that the US is expecting up to 18-45 percent growth in various categories in the online commerce segment. She also highlighted how the Chinese purchased over 40 percent of the goods online even before the pandemic, compared to 22 percent in the UK and 18 percent in the US.   “The behaviour of Chinese consumers is not due to technology but their openness to brace new things and willingness to shop online. The markets adopted technology according to the consumers' need, Morrissey further added.   Citing a quote by Cedric Charbit, CEO of Balenciaga-“We need to set ourselves up to anticipate the change, rather than process the change when its too late”, Morrissey advises marketers to be ahead of consumers and not respond to their needs.   She also gave an outline of changes likely to appear in the future such as everything will be shoppable, all forms of brand conversations be it video or text or anything, will allow shopping and contactless payment.   “Consumers' expectations are super high. They are very demanding now. The question is how brands are readying themselves to treat their consumers meeting their expectations. Apart from brand building, marketers will have to provide seamless experiences and interaction points to their consumers. Every media should be like performance media,” Morrissey explained. She said that her company is offering a series of tools to brands to keep a track of consumers interactions.   Talking about Metaverse and NFTs, Morrissey says innovations of the virtual world have started blurring lines with the physical world and the brands should be ready to leverage these technologies. “We are planning an entire ecosystem for brands that operate in the intersection of physical, digital, and virtual world to offer a broad range of immersive experiences. We are also working on how to add haptic technology in the virtual world so that users can touch and feel in the virtual world and bring them into the real-life world. We are also working on NFTs for clients,” Morrissey told the audience explaining how iProspect was blending virtual and physical worlds for the brands which want to remain ahead in the race.   Morrissey further added that the consumers will take decisions based on their gut feelings and hence brands should substantiate every claim that they make about any product, they have to have a sustainable strategy. “People focus on healthcare and wellness. Self-care brands will be expected their products of impact on consumers' lives, health monitoring, make more experiences able to make better choices. Predict and add value”, she said.   Adding further, Morrissey noted that ethics is at the heart of decision making and that brands need to think about the environment, ethical growth of business because consumers can see everything that brands do, including the supply chain.      Find the article originally published here: http://ow.ly/4jIM50HS072 Content 0

5 mins read

A Cookieless World Conclusion

A Cookieless World Conclusion

As 87% of people now believe data privacy is a right, not a privilege,[1]we, as marketers, should do better to address their growing concerns around how their information is collected and used. It is not only a matter of legal compliance, but also a matter of trust.  In that context, although the recent evolution in the cookies landscape has triggered legitimate concerns around the potential consequences on advertising efficiency and on market dynamics, we should all welcome any change promoting user privacy as a collective, meaningful progress.  Of course, these changes come with their own set of challenges and uncertainties, and the industry will probably have to make do with less - but better - data.  As we have seen in this report:  The leading web browsers are moving away from third-party cookies, creating a fresh paradigm for the digital marketing industry. In 2023, we consider using third-party cookies for advertising purposes should be a relic of the past. Apple is going even further, requiring apps to explicitly obtain consent to keep tracking users.[2] Some digital marketing activities are impacted, such as data management, audience activation, and performance measurement.  Marketers must reconsider how they manage data. This means questioning their current value exchange, improving communications around data privacy, and revisiting their technology needs.  To keep engaging consumers, marketers should investigate the possibilities offered by contextual targeting and cookieless audience targeting alternatives such as persistent IDs.  To measure future performance, marketers will have to combine multiple techniques, from in-platform attribution to incrementality measurement to media mix modelling. A solid testing roadmap will be more important than ever.  There is no silver bullet for this evolution, instead, each brand must develop its unique combination of responses. It is fine if your organisation has not figured out the best option yet. You are not running behind as there is still time to adapt – but you should not wait any longer to plan your transition to a new model.  We expect discussions around privacy and identity to stay at the forefront of the debate even after we have pivoted to the cookieless world.  This is why at dentsu we constantly monitor the martech landscape and are committed to working alongside our clients and partners to imagine and implement solutions that work for all. As a global leader in search marketing, we have implemented advanced cookieless strategies for the world’s largest brands for the last 10+ years. We are using this know-how to help our clients not only thrive in a world free of third-party cookies but do so with speed.  Digital advertising has always been one of the most dynamic and exciting marketing spaces - and we are confident the best is yet to come.    For more, download the full report today: http://ow.ly/KDTK50FKTaJ  [1] Microsoft Advertising in partnership with iProspect, 2020 Consumer Privacy and Brand Trust Survey, Dec 2019 – Mar 2020, as featured in the report In Brands We Trust, published in April 2020  [2] Apple Developer, App Store, User Privacy and Data Use, as accessed on May 4, 2020    0

3 mins read

The Beginning of A New Era

The Beginning of A New Era

The Beginning of A New Era | A Guide for the New Era of Digital Marketing | The Cookieless World

3 mins read

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

The Renewed Importance of Structured Data

The Renewed Importance of Structured Data

Future Focus 2021| The Renewed Importance of Structured Data| iProspect Global

6 mins read

Insights

Media Trends 2022

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Building Powerful Experiences to Capture Attention

Building Powerful Experiences to Capture Attention

Future Focus 2021| Building Powerful Experiences to Capture Attention| iProspect Global

4 mins read

Shoppable by Design

Shoppable by Design

Future Focus 2021| Shoppable by Design| iProspect Global

6 mins read

Inclusivity Drives Attention

Inclusivity Drives Attention

Future Focus 2021| Inclusivity Drives Attention| iProspect Global

6 mins read

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

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

London, Jan 12th - dentsu today confirmed its intent to integrate iProspect and Vizeum to create a new, future-focused, end-to-end global media agency under the iProspect banner. By integrating these two award winning agencies, dentsu brings Vizeum’s media strategy and planning, storytelling, and brand building capabilities together with iProspect’s digital expertise, audience knowledge, and performance mindset. Clients will have access to the unique capabilities of both agencies, all from one integrated team leading the new territory of performance-driven brand building by delivering digital-first media strategies underpinned by data and technology at every touchpoint in the consumer journey. The new iProspect media agency will draw from the broader dentsu capability set, allowing clients the flexibility to seamlessly build bespoke and specialised teams with resources from across the network. Clients will gain access to expansive new audience insights, integrated and more effective strategies, market-leading planning and activation, and unparalleled business performance. Carat and dentsu X clients will continue to access industry leading digital performance services through our dentsu Media Scaled Services. The new iProspect entity will be led by Global President Amanda Morrissey, bringing together more than 8,000 media and performance specialists across 93 key global markets. “iProspect is designed for clients at the intersection of brand and performance. We believe brand drives performance, and performance drives brand. We no longer exist in an ecosystem where these elements can be planned and bought separately. We must look at business and brand goals through a combined lens, bringing accelerated growth for our clients,” said Amanda Morrissey, Global President, iProspect. “By focusing on how consumers behave in their digital world and applying that to real world scenarios via a highly connected and creative use of all channels, we position our clients to combine the learnings from the short and long term to drive more effective business growth today and tomorrow.” Peter Huijboom, dentsu international Global CEO Media & Global Clients, said, “At dentsu our goal is to help our clients to make meaningful progress and thrive in a world of change. Because we know people better than anyone else, we deliver human-centric solutions designed to drive growth for our clients and good in society. By bringing iProspect and Vizeum together we are creating a global digital-first, end-to-end media proposition. This will give our clients a scaled choice that sits alongside Carat’s brand-first approach and dentsu X’s experience-driven approach while also allowing greater access to our Creative and CXM service lines.” The new agency will now be launched through a phased market plan over a three-month period with a target completion date of 31st March 2021. This integration is a proof-point of dentsu international’s strategy to simplify how it operates to deliver even greater agility and flexibility for clients through a more focused portfolio of six leadership brands. 0

3 mins read

Optimisation of Checkout Flow on the Mobile

Optimisation of Checkout Flow on the Mobile

Want to improve your website's checkout flow on your mobile in order to increase your conversions? 9 out of 10 Danish webshops miss sales.   By focusing more on your users' experience through the flow, it is possible. In this blog post, you will get some pointers on what a good user experience (UX) is on mobile and how you can improve your checkout flow on mobile with a focus on UX.   What is good UX on mobile - and what is not? There are several different definitions of what good UX is. However, the core definition centers around meeting the specific needs of users in specific contexts. By focusing on mobile, you will also be ready for Mobile-First indexing.   When we talk about good UX for mobile, there are some best practices that are an important part of the design process, such as: ·       Prioritise the user ·       Make the navigation intuitive ·       Focus on the user's goals ·       Make the user’s tasks easy to do ·       Build speed into the UX ·       Give feedback to the user ·       Minimise the amount of extra information ·       Layout the design according to the user's hand (see image below)       By having these best practices in mind, you can create a better user experience for users who either visit your home page via mobile or app. Remember that the future of search is about one overall user experience.   How do I create a better checkout flow? Buy-ready users often leave the checkout flow because they experience some form of frustration during the buying process, giving them a poor user experience. Below are some best practices for how you can minimise the users’ feeling of frustration in the checkout flow and thereby give them a better user experience. Getting started with conversion optimization is easy.   Visualise the curve It should be easy and clear for the user to understand and control what is in his/her basket. A rule of thumb is that the user must have clarity about the product, which includes product images and information, such as price and delivery costs. In addition, the user should have the feeling of control when it comes to making changes to the curve. Therefore, the user must be able to update the number, colors, size, etc. as well as remove products from the basket.   Save for later The Save for later feature can be an important factor in the checkout flow, as it allows users to save a product on the page itself and come back to buy it later. Some users assume that websites or apps automatically store the information in the basket, which can create great frustration when they return and discover the basket is empty. Delivery information Filling out a long form is both time consuming and can result in errors and frustrations among users. Therefore, minimise the number of fields to make it easy and fast for users to enter their information. Another thing you can do to optimise the process here is to insert a field with the option to use shipping address as billing address. This eliminates the need for users to enter the same information twice. Auto-fill and error One of the primary purposes of auto-fill is to make it easier and faster for users to fill out a form. At the same time, auto-fill reduces the risk of user error which creates a better user experience. There are several different types of auto-fill options, such as filling in delivery information or finding an address by entering a postcode. Should it happen that a user enters information that contains an error, it is important that the user receives feedback on this. This could be, for example, if the user has entered his telephone number with a 7 or 9 number instead of 8. Then it must be clear in the form where the error is, so that the user can easily and quickly correct the error. The feedback that helps the user detect the error provides a better experience as the user can quickly and easily locate and correct the error. Order overview In the order overview, it is important that the structure of the information is organised in a way that will help streamline the users' checkout. Therefore, the shipping address should be at the top where users have the option to change it. Then the number of products and their details should be displayed to avoid the user going back in the process to make sure that they are the right products. Discounts, delivery costs, VAT and the total price should also be included in the order overview. This way, you avoid an unexpected cost for users later in the process, which prevents them from converting. Payment methods For many users, entering card information on their mobile phone can be cross-border and time consuming. Therefore, you can create a better user experience by offering different payment methods - including the ability to use MobilePay. That way, users avoid entering card information, and some users perceive the method as more secure compared to entering it directly on the website. Another way to create a great user experience is by displaying security and verification images in the payment step. It gives users a sense of confidence and security in the checkout flow.     Purchase confirmation Last but not least, a purchase confirmation contributes to a good user experience, as users now know that the transaction has been completed and a confirmation email has been sent. There are several elements you can consider including in the purchase confirmation to create an even better user experience. For example, you might add an image or illustration that clearly shows the purchase has been completed. Here, users get a sense of a successful checkout process and confirmation  they completed their goal, namely, to buy a product. How do I know if it works? As mentioned earlier, good UX is characterised by meeting the specific needs of the users in specific contexts. The optimizations that are meet your users’ needs and work for your business may not work for another business and their users. It is important to be clear about what your optimizations should improve. The easiest way to do this is to set up different KPIs. With a KPI framework, you always have an overview of what to measure and how it goes. Although the previous sections provide examples of best practices in UX optimization of a checkout flow on mobile, it is not possible to know in advance whether the optimizations you make on your website or app will work with your users. Therefore, it will be important to perform A / B split tests of the optimizations before they are implemented. Here, the different versions are tested against each other, making it possible for you to find out whether the optimizations perform in your checkout flow or not before they are implemented. You should never implement anything without testing it first.   Need help getting started?   You are always welcome to contact us if you want to hear more about how we can help you optimise your checkout flow and UX. We are happy to help you get started, so that together we can create a digital success that drives business performance. 0

6 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

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