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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

Her er listen

Her er listen

Rank Domain Organic Traffic 1 wikipedia.org 56861476 2 youtube.com 11274315 3 vg.no 11040972 4 facebook.com 10759033 5 snl.no 9411474 6 nrk.no 7520942 7 imdb.com 7443684 8 google.no 6883081 9 google.com 6746801 10 finn.no 5644008 11 instagram.com 5513193 12 dagbladet.no 5218174 13 gratiskryssord.no 5201464 14 tv2.no 4454881 15 fandom.com 3939525 16 yr.no 3902178 17 meny.no 3696824 18 pinterest.com 3148053 19 amazon.com 3096841 20 prisguiden.no 3088975 21 elkjop.no 3082930 22 matprat.no 3024046 23 helsenorge.no 2919458 24 pornhub.com 2755061 25 nhi.no 2739329 26 twitter.com 2679188 27 gulesider.no 2608242 28 apple.com 2574756 29 1881.no 2496815 30 ikea.com 2247082 31 nettavisen.no 2195858 32 tripadvisor.com 2185131 33 prisjakt.no 2024340 34 zalando.no 1899469 35 xnxx.com 1813834 36 biltema.no 1694921 37 dnb.no 1653399 38 skatteetaten.no 1576511 39 netflix.com 1490259 40 tine.no 1466004 41 nav.no 1450517 42 apotek1.no 1445911 43 reddit.com 1378426 44 microsoft.com 1373806 45 europris.no 1370457 46 vegvesen.no 1281567 47 clasohlson.com 1267018 48 xvideos.com 1228522 49 klikk.no 1200355 50 felleskatalogen.no 1178024 51 linkedin.com 1168091 52 vglive.no 1166401 53 coop.no 1141407 54 jula.no 1137857 55 jysk.no 1127654 56 britannica.com 1124444 57 xxl.no 1109292 58 merriam-webster.com 1092479 59 obsbygg.no 1090717 60 aftenposten.no 1028176 61 naob.no 1019567 62 yahoo.com 1009309 63 seher.no 998377 64 babla.no 986903 65 power.no 978709 66 uib.no 973794 67 cambridge.org 970220 68 sparebank1.no 948665 69 fhi.no 944924 70 norsk-tipping.no 928474 71 proff.no 920748 72 vinmonopolet.no 919052 73 premierleague.com 903006 74 plantasjen.no 902702 75 genius.com 857541 76 viaplay.no 847918 77 xhamster.com 840557 78 rema.no 824153 79 komplett.no 817988 80 regjeringen.no 817061 81 utdanning.no 813202 82 oslo.kommune.no 809890 83 e24.no 804452 84 itslearning.com 802452 85 gjensidige.no 792790 86 dn.no 787142 87 vitusapotek.no 783436 88 ark.no 769501 89 uio.no 755566 90 ebay.com 746974 91 finansavisen.no 741190 92 p3.no 738276 93 wiktionary.org 728912 94 healthline.com 715188 95 rottentomatoes.com 714107 96 spotify.com 710159 97 godt.no 695492 98 ut.no 694198 99 telenor.no 688112 100 adressa.no 678707 0

Topp 100 nettsider i Norge

Topp 100 nettsider i Norge

Nesten alle nordmenn bruker Google hver dag. Hver dag blir det gjort over 50 millioner søk i plattformen. I følge Google-trendene for 2021 søkte vi mest på “EM 2021”, “Premier League”, “VG Live” og “Squid Game” i året som gikk. Til sammenligning var det flest søk på ordene “Koronavirus”, “USA-valget” og “Joe Biden” i 2020. Listen over de 100 mest besøkte nettsidene i norsk Google er basert på organisk trafikk, og er estimater hentet fra Semrush. Søketrendene er hentet fra Google Trends.  Flest besøk til norske mediehus Det er Wikipedia og Youtube som tradisjonelt har holdt første- og andreplassen for de mest besøkte nettsidene de siste årene, og vg.no er fortsatt på tredjeplass etter å ha dyttet Facebook ned på fjerdeplass i fjor. Vi vet at Google er veldig viktig for å drive trafikk til norske medier, og det er dermed ikke overraskende at VG, NRK, Dagbladet og TV2 er godt representert i det øvre sjiktet i listen over de mest besøkte nettsidene. Hvordan rangerer Google selv? Google-eide Youtube dominerer stort og har en sterk andreplass på listen over de mest etterspurte nettsidene. Men ut ifra de samme listene ser vi en negativ tendens, der både google.no og google.com har falt fra henholdsvis femte- og sjetteplass til en niende- og åttendeplass de siste årene. Det er heller ikke lenge siden at TikTok gikk forbi google.com og tok førsteplassen globalt. Til sammenligning rangerte TikTok på sjuendeplass i 2020 og troner nå øverst, kanskje på grunn av pandemien.  Amazon og netthandelsbransjen At Amazon etter hvert vil dominere det norske markedet, har vi spekulert over i noen år nå. Vi tror fortsatt at Amazon vil bli en aktør å regne med, spesielt i Skandinavia med tanke på at de nå etablerer seg i Sverige. I USA har Amazon en veldig god posisjon, og søker du på et produkt er de som regel i topp 3 på resultatsidene. I Norge faller Amazon imidlertid fra 17. plass til 21. plass i 2021 sammenlignet med året før. Andre nettsider og netthandelsaktører som opplever nedgang i trafikk er power.no, matprat.no, coop.no, norsk-tipping.no og godt.no. Blant nettsidene som kan feire økende trafikk finner vi xxl.no, meny.no, jula.no og biltema.no. Hva er det som påvirker oppgang og nedgang i trafikk?   At en nettside får økende eller synkende trafikk kan ha flere grunner, og være påvirket av både ytre og indre faktorer. Av ytre faktorer som vi ikke har kontroll over, er den naturlige variasjonen i publikums interesse for det nettsiden tilbyr. For eksempel ser vi at helsenorge.no gradvis har klatret opp fra en 45. plass i 2019 til en 23. plass i 2021, mest sannsynlig på grunn av pandemien. Når det gjelder indre faktorer som vi kan gjøre noe med, og mest med tanke på tilbydere av produkter og tjenester innen for eksempel netthandel, kan den riktige mengden og typen med betalte og organiske tiltak påvirke trafikken i en positiv retning. For eksempel vil mengden av betalte kampanjer, nettsidens relevans i møte med brukerens søkeintensjon, samt aktuelt innhold bidra til å øke synligheten i søk.   Vi bistår gjerne med å forbedre din organiske synlighet i Google. Vi har et eget team på SEO, CRO, UX og innhold - ta kontakt med en SEO-rådgiver her. 0

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

The Beginning of A New Era

The Beginning of A New Era

The global demand for privacy is one of the most consequential consumer dynamics at play today.   Across the globe, 91% of consumers are concerned about the amount of data that companies can collect about them, [i] and 42% have taken steps to reduce the amount of data they share online.[ii]   In light of this desire for increased privacy, most technology platforms have recently implemented or announced restrictions around data collection and user tracking through their web browsers and operating systems.   For brands and the advertising industry, the magnitude of this evolution is massive.   On the short term, it is undoubtedly a source of conundrums for many marketers and publishers. Processes, ways of workings, legal compliance efforts, technology stacks, customer data strategies – even business models – must be reviewed and rethought to limit business disruption.   Yet, in the long term, it offers a unique opportunity to (re)build trust between brands and consumers around the data issue. Success will hinge on increasing efforts to educate audiences (67% of consumers declare they have little to no understanding about how their data is being used[iii]) and defining a right value exchange that works for all (only 15% of consumers feel they are getting a good value from granting access to their data[iv]).   In the midst of sensationalist headlines, technical solutions still being worked out, and a lack of shared standards to get behind, it is normal for marketers to feel lost and nervous. In a recent marketer survey we conducted, 60% of respondents declared they are not familiar with tracking prevention or are unsure about the consequences on their business, showing that this fast-changing landscape is not fully understood yet.[v]   In this new dentsu definitive guide for global marketers, The Cookieless World, we rise above unique market perspectives and cut through the ambient noise to help you focus on what you should know today and investigate tomorrow to be ready in 2023, when the world will become cookieless.   For more, download the full report today: http://ow.ly/KDTK50FKTaJ    [i] 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   [ii] Dentsu, Decoding Data Dynamics: Digital Society Index 2020, Global survey of 32,000 respondents   [iii] MMicrosoft 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   [iv] 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   [v] iProspect, iProspect 2020 Global Client Survey, November 2020, as featured in Future Focus 2021: Brands Accelerated, published in April 2021 0