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

3 мин. На чтение

There are multiple benefits of automation for brands, from more consistent user experiences across platforms to a competitive edge in performance optimisation to reduced media waste. According to the iProspect 2020 Global Client Survey, about one marketer out of two has already automated data and analytics (54%), search (50%) and programmatic (47%) activities – at least partially. One out of three (32%) has automated social efforts and one out of four (24%) has automated effectiveness measurement. As automation is increasingly accessible to brands, with increasing numbers of automation focused solutions made available by vendors and tech platforms, it is relatively easy for brands to launch decent campaigns – but it also makes differentiating from competition more difficult. This is why structured data and feeds continue to grow in importance.   Structured data and feeds power automation Structured data and feeds are collections of data (e.g., price, product availability, weather) with useful associations that can be used consistently across a large array of marketing channels (e.g., search, social, email). By organising information to be understood and utilised by various systems, structured data is the true cornerstone of automation, powering the brands’ ads across many verticals, such as airlines (e.g., flight rates), hospitality (e.g., hotel listings) and automotive (e.g., nearby dealerships). Structured data is becoming increasingly important for three reasons: Structured data can be used to automate the integration of any data signal into the media ecosystem, especially the brand's products and service details. Products and service data sets do not include personally identifiable information (PII) data and are not impacted by data privacy concerns, which means marketers can confidently invest in these specific structured data to deliver the best value for audiences regardless of the ever-changing privacy landscape.   Six marketers out of ten (61%) declare the most powerful lever to business growth is building a highly convenient experience for the consumer (iProspect 2020 Global Client Survey). Feeds enable marketers to make the most of shoppable media opportunities, which make the consumer path to purchase more convenient. They also improve the relevance of ads through more personalisation possibilities. For instance, iProspect helped a retail apparel company to dynamically adjust which product image to use for each product via the feed and connect it to media campaigns. Analysing performance data, we realised that for women's products, images featuring models performed much stronger than images of the product by itself. For men's products, it was the exact opposite. We were able to increase the relevance of ads by optimising the images featured for each product, resulting in stronger engagement and increased average order value.   With the current recession putting marketing budgets and resources under pressure, structured data and feeds can make media management more efficient. For example, campaigns can automatically be paused when a product is momentarily out of stock, reducing media wastage. They also make maintaining ad accuracy of large catalogues more efficient. For instance, we augmented the feed of all the properties managed by a real estate client with point-of-interest data and neighbourhood data - both critical to how people search for properties - so that the ad copy could be updated automatically with minimal human intervention.   How to get started with structured data and feeds There are three challenges most marketers will face when exploring how to use structured data and feeds to create a positive value exchange: identification, access and execution. The following considerations are key to overcoming these challenges. Data signal audit (People): Conducting a thorough data audit to understand what data sets are available to you and what signals are relevant to your brand is the first step to tap into structured data. When it comes to automation, bad data input can quickly turn into a very bad output, which is why collaboration is critical at this stage. Involving internal stakeholders (e.g., IT department) to align on how to structure data sources and setting quality standards for third-party feeds is a good practice to prevent potential issues later. Data acquisition (Platform): Securing continuous, real-time access to the right data signals requires identifying a technology platform able to both connect to your own internal data systems to pull in relevant data and ingest third-party data sources into a single data environment, such as iProspect’s FeedConnect and iActivate. Data management activation (Process): Connecting structured data to active media programmes can be challenging, as each platform has its own technical integration, and each channel its own requirements. For instance, paid search keyword campaigns typically call for short titles of products without brand names, while product listing ads and organic search require longer titles and descriptions. On top of technical know-how, it is important to include a complete testing strategy to make the most of each data signal in the feed and inform campaign management decisions, for instance, by factoring product seasonality to adjust bids throughout the year, or by including margin data to the feed to optimise against bottom-line performance.      Product-to-audience affinity is the future of structured data We believe the future of structured data leans toward optimising how likely a given audience segment is to purchase a specific product, and we predict there will soon be an opportunity to use additional data signals to maximise the affinity at the product level. It could mean using analytical data at the CRM and product SKU levels to determine which products drive the highest contributions to a consumer's lifetime value, looking at the types of products that most often drive a second purchase to boost them through advertising and drive customer retention, etc. For instance, a smartphone brand will be able to use structured data and feeds to increase the bid of ads featuring their most recent device - and not the bids for its entire smartphone range - when communicating specifically to early adopters.   The possibilities are endless, but it is crucial to coordinate between departments to create models with tangible applications.     This article is excerpted from the report Future Focus 2021: Brands Accelerated. Download it now for key insights on how brands can make the most of brand and performance to accelerate their growth. 0

6 мин. На чтение

Desire, confidence, shock, delight. Emotions play a critical – if not the most important – role in communication. They capture hearts and minds, build relationships, and urge action. Yet, according to the iProspect 2020 Global Client Survey, a third (34%) of marketers declare the lack of emotional connection is a challenge for increasing long-term consumer trust in their brand. Here are three inspiring and recent examples of companies embedding emotions such as excitement, fascination, and surprise at the heart of their communications to build attention-grabbing experiences.   Enhanced reality Brands able to add a new layer of reality to everyday experiences and provide a new perspective, as a result, can deliver a deep yet scalable immersion into their world. Not all experiences have to be grandiose and high tech - simple ideas with impeccable execution are often the best. To promote tourism amongst New Yorkers, the Austrian Tourism Board designed an immersive AR audio wherein Vienna’s most famous son, Beethoven, guided users through specific Manhattan locations that are related to Austria. Through the combination of geofencing, 3D sound effects, and exciting stories, people were able to discover the Austrian connection of locations such as Aldo Sohm Wine Bar, Café Sabarsky and Carnegie Hall. By letting New Yorkers experience their city in a whole new way, this campaign created five times more impressions through owned and earned media than paid media budget.   Where music and culture meet  Sonos have always focused on ensuring their products deliver greater sound quality than the competition and wanted to showcase this in a campaign that would deliver premium sound messaging through environments where music and culture meet.  To do so, Sonos used out-of-home (OOH) advertising to deliver visual impact across iconic locations with a connection to music such as the Opera station in Paris and the Hamburg docks. To own relevant cultural environments, Sonos also used OOH during an audio exhibit at Barbican station in London and around the major music complex Philharmonie in Paris. This OOH strategy increased aided awareness by 82%.  Additionally, Sonos partnered with popular podcast hosts, specifically those who were Sonos fans, to give authentic testimonials to their audiences about the sound quality of Sonos products. This strategy delivered a 19% uplift in consumers’ association of Sonos with superior sound quality and a six-fold increase in unaided awareness vs. control.  Sonos also created a bespoke “Brilliant Sound hub” on Amazon Prime offering discounts on select films with quality sound and connecting their brilliant sound proposition with the big screen. More than 40% of Prime users clicked to view the hub, and that increased consumer searches for Sonos products on Amazon.    Multi-sensory experiences As most brands mainly rely on visual cues to communicate their messages, the ones leveraging other senses as well stand a much better chance of creating deep-rooted memories. Sound drives brand recognition like nothing else, while smells are a shortcut to emotions. Hendrick’s Gin wanted to offer a surprising and refreshing detour to Londoners during the dullest time of the day: their commute. The brand used a 1,000-square-metre vinyl wrap to cover the floors and walls of the 74-meter-long tunnel in the capital’s busiest station with illustrations from its imaginative world, such as floating beluga whales, hot-air balloons, and dapper gentlemen atop unicycles. The installation featured 20 scented posters immersing commuters in Hendrick’s signature scent, a rose-and-cucumber infusion. More than 400,000 people experienced this multi-sensory and distinctive campaign, and five times as many through the pictures shared on social media by delighted commuters. Guides such as Lonely Planet even featured the experience as a must-visit in the city.     These examples show how brands can build powerful experiences to capture the attention of new and existing consumers. By combining emotional value for people and fidelity to their brand territory, marketers can turn attention into memorable experiences that build their brands, one moment at a time.     This article is excerpted from the report Future Focus 2021: Brands Accelerated. Download it now for key insights on how brands can make the most of brand and performance to accelerate their growth. 0

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According to the iProspect 2020 Global Client Survey, the main advantages of a better integration of brand and performance are a more effective measurement of marketing ROI (60% of respondents), more consistent consumer experiences (54%), and more efficient touchpoints that build customer relationship (38%). On the flipside, one out of two marketers (51%) sees the difficulty in measuring the contribution of brand initiatives to business performance as a key barrier to brand and performance integration.   In the context of less predictable shopping patterns, a shoppable-by-design approach, wherein brand interactions offer consumers a convenient path to transactions at any given time, can help marketers make the most of both their brand and performance efforts to elevate the consumer experience, maximise impact and track business results.   Shoppable media connects brands and commerce Shoppable media is nothing new for digital advertising which has embedded interactivity since its infancy. One could also argue that traditional channels have had shoppable mechanisms for a long time (e.g., newspaper coupons, direct response TV). However, technology is now driving an acceleration in this space, bringing commerce features to media without compromising brand experiences. All the main digital platforms have recently intensified their efforts to create more shoppable formats. For instance, people can now use the Google App to simply tap and hold any image in order to shop the exact item featured in the image or similar items. On YouTube, brands can pair their video ads with a browsable catalogue, so that while the video showcases the brand key message, the catalogue facilitates navigation towards the product page that matter. The TV industry is also active in this space, and networks have been leading the charge. Following the launch of ShoppableTV (a QR code-based solution for letting viewers shop products featured in shows they’re watching), NBCUniversal has announced Checkout, a unified shopping cart across its TV and digital properties, and recently partnered with PayPal to facilitate payments on the platform. TV manufacturers are keen to get their share of the shoppable media pie as well. For example, LG has announced a solution powered by artificial intelligence enabling its clients to easily purchase what they see on screen. These types of solutions could improve how brands measure the profitability of product placement and TV ads, and lead to new product personalisation opportunities (e.g., selling a limited edition tailored to what is happening on screen). In the long run, they may also change the nature of TV investment through the development of commission-based business relationships alongside the more traditional GRP-based trading. In the meantime, brands should focus on collecting insights through testing and building consumer habits through clear instructions when content is shoppable.     Livestreaming reinvents TV shopping channels for the digital age Today, the most dynamic place for creating shoppable-by-design brand experiences sits at the intersection of social platforms, influencer marketing and livestreaming. By combining the unique strengths of these three channels - collective experience, personal touch and sense of urgency - brands have a powerful recipe at their disposal to boost their commerce strategy. The most emblematic example of this convergence is TikTok, which has seen a spectacular audience growth over the last twelve months and is now expected to join the very exclusive club of +1B monthly active users in 2021. The platform has rolled out a series of shopping features that natively fit the content from creators, such as Shop Now buttons, shoppable livestreams with in-app transactions, and shoppable ads in partnership with Shopify - all of that while topping the other major digital platforms in terms of ad equity according to Kantar. It is no surprise that brands targeting Gen Z are investing in TikTok. For instance, Levi’s tapped into the #oddlysatisfying movement and partnered with TikTok influencers to create customised denim products that consumers could buy for a limited time. Livestreaming is an important growth opportunity for brands selling through third-party commerce platforms as well. In China, Taobao Live (Alibaba Group’s livestreaming channel) alone generated roughly $48B in gross merchandise value in twelve months. In Japan, the department store Isetan used Instagram and YouTube livestreams to introduce products to a user base larger than what would show up in-store. As livestreaming continues to grow, marketers should explore how they can make the most of this format that connects entertainment and commerce to design experiences improving both the image and sales metrics of their brands.   Technology advancements prefigure better shopping experiences The future of online shopping has never seemed so bright. Many of the technologies that were much anticipated over the last years are finally getting into consumers’ hands, opening new commerce possibilities for brands. Certainly, the most discussed is 5G, and, to a lesser extent, Wi-Fi 6. As coverage increases and the list of compatible devices grows, consumers are starting to experience these new networks that promise lower latency (e.g., enabling better livestreams) and higher reliability in environments congested with connected devices (e.g., enabling a smarter home). These improved connections could lead to smoother brand and shopping experiences, but they could also heighten consumers’ expectations, for instance, in terms of speed standards for brands’ websites and apps. Another exciting technology, Light Detection and Ranging (LiDAR), is gaining increasing attention. It uses laser pulses to scan the environment around the device and create high-fidelity three-dimensional maps. While most of its applications to date have been reserved for professionals, it is now literally at our fingertips, with the latest iPhone flagship models featuring a LiDAR scanner. For consumers, it is an opportunity for more accurate augmented reality (AR) experiences, which can help visualize items at scale before purchasing. For instance, Apple announced that the IKEA Place app (which enables users to place furniture in their home in AR) will feature a new Studio Mode harnessing its LiDAR scanner. Tech platforms are also seizing this opportunity, with Snapchat now enabling brands to create LiDAR-powered lenses. These examples are only a glimpse of the various technologies that already, or will soon, make it easier for consumers to shop and easier for companies to create compelling experiences that bring brands and commerce together. Now is a good time for marketers to examine how they can make the most of these opportunities in the near future to bolster their commerce capabilities.     This article is excerpted from the report Future Focus 2021: Brands Accelerated.  Download it now for key insights on how brands can make the most of brand and performance to accelerate their growth. 0

6 мин. На чтение

One of the most important considerations in building experiences that truly capture attention is to make sure everyone feels included. It may sound obvious but is yet to be a reality for many population groups, despite their growing economic influence (in the US alone, the buying power of racial and ethnic minority groups is close to four trillion dollars). Like attention, diversity and inclusivity should not be taken for granted and require continuous effort. Brands have a critical role to play in that space. According to dentsu and SeeHer, 81% of US consumers agree media plays a crucial role in shaping gender roles, but less than a third (32%) think media usually portray women accurately.     A pivotal moment in time 2020 has been pivotal in allowing many to realise for the first time the disparities endured by minorities. The COVID-19 pandemic has hit minorities hardest and several tragedies in the US such as the murder of George Floyd have spotlighted systemic discrimination against people of colour. The global public outrage that followed made waves across all aspects of society, including consumption, through movements such as #BlackoutDay2020, and brands, with many major companies publicly confronted for the lack of diversity in their boards.   Brands can no longer neglect diversity and inclusivity. It may lead to uncomfortable realisations, difficult conversations and mistakes along the way, but embracing inclusivity is now an imperative for brands to become or stay relevant to population groups that have been overlooked for too long.     There has been progress, but the road to diversity and inclusivity is still long. According to the iProspect 2020 Global Client Survey, 96% of marketers now believe inclusive marketing is important, most of them (63%) seeing it both as a moral imperative and a business opportunity. Interestingly, the percentage of marketers who believe it is only important for the business potential it represents is decreasing (-7% YOY), while the percentage of respondents seeing it as important solely on moral grounds is increasing in the same proportion. It could be a sign that more companies are growing more comfortable with embracing a societal role.     Reflecting on the campaigns they ran over the last six months, 55% of marketers declare they featured people from a different ethnicity/caste than the dominant one in their market at least once in a positive way. This increasing figure (+3% YOY) could hint that the increasing visibility of movements like Black Lives Matter progressively change perceptions and actions around social justice.   However, not all population groups follow the same trend. For instance, we observe the percentage moving down for people with disabilities (-4%), which makes them underrepresented compared to the global share of people living with some form of disability (15%).   These figures show that, although inclusive marketing is gaining traction, there is still a lot left to do to improve the visibility of minorities in media and advertising and to build authentic stories that accurately reflect minorities’ experiences. Although there is no inclusive silver bullet, there is definitely a starting place: the diversity within the organisation. Building inclusive marketing campaigns requires inclusive marketing teams wherein diverse voices can be heard. This is a sine qua non condition for brands to resonate with all their potential customers.     The fight against bias   Bias is everywhere in society, and technology and data are no exception. Far from being neutral, technology and data can perpetuate and exacerbate disparities, prejudice, and discriminatory patterns. Many fields at the core of data marketing can be subject to bias, from insights to algorithms to targeting and performance analysis.   However, tackling bias is a difficult challenge as it can appear in many forms and on multiple occasions. It can be intentional (e.g., a decision to exclude a certain ethnic group from a campaign) or unintentional (e.g., combining multiple data targeting dimensions such as income and location that could de facto exclude minorities living in certain areas). It can play out at an individual level (e.g., due to the personal values of an employee) or at a company level (e.g., due to a lack of diversity in a product development team). It can stem from organizational inertia, negligence, or ignorance. (e.g., if a community was never targeted by the brand, a predictive model using historical data can incorrectly conclude the community is less likely to purchase its products and thus that the brand should not target this community in the future). It can emerge from within or be imported into the organisation (e.g., by using incomplete or poor-quality data from third parties). It can be a combination of the factors listed above and more, which makes bias detection even harder.   Because of the omnipresence of bias across organisations, it is crucial for companies to actively seek to identify and eliminate bias through various, overlapping strategies.   According to the iProspect 2020 Global Client Survey, a majority (52%) of marketing teams are now diverse and inclusive (+9% YOY). This is an important milestone as minority groups should not only be visible in consumer personas, but also around the marketing table.     Guidelines and best practices on diversity and inclusion are the second option favoured by brands (44%), followed by multidisciplinary bias training (32%, +8% YOY).   From the results, it seems that brands are increasingly concentrating their efforts on the people within the organisation (e.g., through recruitment, training, committees) to drive change, rather than relying on external partners or focusing on processes. However, the latter should not be overlooked. An external perspective can be useful for organisations to look beyond their filter bubble (e.g., through advanced analysis of data and algorithms, hiring process testing, or consulting on website design accessibility), and a systematic audit of product development and marketing campaigns can prevent oversights.   Marketers should keep in mind these additional considerations to reduce bias specifically in data marketing: As with the move toward privacy and Intelligent Tracking Prevention (ITP), the fight against bias calls for better data. Question the quality of the data you use in your marketing campaigns to prevent bias from spreading into data-powered activities. Your teams are not the only ones who should have frequent bias training. Your predictive models should be retrained regularly as well to learn from new, real-world data. Tools such as the AI Fairness 360 by IBM and The Linux Foundation can help you understand the bias in machine learning models. Keep investing in diverse teams. Human critical thinking is an essential safeguard to remove blind spots automation can generate.     This article is excerpted from the report Future Focus 2021: Brands Accelerated. Download it now  for key insights on how brands can make the most of brand and performance to accelerate their growth. 0

6 мин. На чтение

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 мин. На чтение

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 мин. На чтение

You might be wondering, ‘What the heck is happening in the social space right now?’ and ‘Why have I prioritized wildly average short-form content over sleep?’ The second question may just be me, but let’s focus on the first and start with the most recent updates involving TikTok: 1. President Donald Trump issued a pair of Executive Orders on August 7th one directed toward ByteDance (TikTok) and one for Tencent (WeChat) which calls for banning these Chinese-owned companies due to the alleged national security threats these apps pose. 2. Having recently surpassed 100MM users (in the United States alone), TikTok released a statement noting the orders came as a complete ‘shock’ while Tencent, one of the largest investors in online games (Fortnite, Call of Duty, and Riot) and owner of the messenger/social/commerce app WeChat, has yet to make a statement. As rumblings of a TikTok acquisition loomed prior to the Executive Orders, with conglomerates Microsoft and Twitter among suspected contenders, the future of the app remains unclear. What is certain, is TikTok’s uncertainty triggered an uphill battle for the social platform. Nearly overnight, Instagram Reels and Triller have obtained a toehold on the short-form video landscape. To keep up with the ever-changing landscape, here’s what brands need to know about these app/product expansions and how brands can immediately capitalize on the increased competition in the social app space. Although TikTok did not invent short-form content, they undoubtedly inspired the evolution of the short, user-generated, meme-style, musically driven (and Musical.ly-inspired) content that has infiltrated social feeds. Instagram Reels is a TikTok-proclaimed ‘copycat product’ which sits as an extension within the existing Instagram ecosystem, whereas Triller more directly competes with TikTok with an even greater emphasis on celebrity users and music creation and dissemination. Let’s go deeper into each…. Instagram Reels: Can Facebook create their own products? Of course, but recent product launches could lead users to answer with a soft ‘no’. Influenced by the likes of Snap, Amazon, and most recently, TikTok, last week Facebook launched Instagram Reels. Although Instagram’s product chief, Vishal Shah, states ‘the timing of the launch is coincidental and the feature has been in development for more than a year,’ it’s no secret Facebook is notorious for their unofficial ‘borrow and make-it-even-better business model,’ which has a proven track record (think, Instagram Stories). Although, it is worth noting Facebook's previous attempt to compete with TikTok, Lasso, failed.  As opposed to IGTV, which launched as an Instagram extension and supplemental IGTV app, Reels seamlessly ties into the Instagram user experience. Reels invites users to create vertical, 15 second videos through an in-app editing studio and share content with friends and followers. Again, think Instagram Stories, but make it broad. Reels show up in dedicated placements within Feed and Explore, enabling creators to reach new audiences globally. Triller: Triller has been making headlines this month, most notably for becoming the most downloaded app in the App Store, but they have been around since 2015, two years before TikTok’s debut. Triller is an AI-powered music video app and talent discovery platform that allows users to create professional-looking videos in a matter of seconds. Sounds familiar, right? Fairly. The differentiator is Triller has secured deals with major celebrities (angel investors include Snoop Dogg, The Weekend, Marshmellow, and Lil Wayne) and record labels, centering their app around music. This explains why their algorithm tends to favor music-based content over voiced dialogue, despite having two public in-app feeds: one called ‘music,’ the other ‘social’. Aniz Uzzaman, general partner of Pegasus Tech Ventures, an early investor in Triller, called out, “Celebrity-quality content is one thing that sets Triller apart from TikTok,” referring to Triller creators Alicia Keys, Cardi B, and other big names. Over the past two weeks, Triller has expanded both their user base and team, bringing on the likes of TikTokstars Noah Beck and Josh Richards, Richards being named their new Chief Strategy Officer at only 18 years old. This strategic move generated an immediate influx of TikTok stars and their corresponding cult-like followings to Triller. Differentiated Offerings: Although TikTok, Instagram Reels, and Triller content adheres to the expected short-form video themes, there are some key app nuances worth calling out: Paid Advertising Opportunities Over the past year, TikTok has invested greatly in both their advertising products and internal brand partnership teams, recently launching their self-service auction interface, removing a large barrier to entry for businesses.  The social app has a myriad of advertising offerings ranging from First-View Brand Takeovers to In-Feed to most famously, Hashtag Challenges, which allows brands to create content around a hashtag and contract influencers as a part of the paid package to increase scale. Instagram, with arguably the most robust advertising capabilities among social platforms, is following Facebook’s organic-first, paid-second approach when it comes to new products. Facebook & Instagram Stories, Explore, and IGTV, all launched without paid opportunities. Instagram Reels is currently organic only, but it is presumably only a matter of time until this placement becomes available within Ads Manager, where advertisers will be able to opt-in to begin testing as a part of the larger Instagram network. Triller has been slow moving when it comes to paid opportunities for brands, and after quick scrolls through the app, it is clear advertising is limited and virtually nonexistent. We are still waiting on official response from Triller product teams on their existing direct advertising capabilities, but it will likely take time until a seamless, auction-based interface is available. Influencer Monetization There is no denying dedicated fans will follow their favorite creators from platform to platform, proven by the fact that 68% of users come to Instagram to interact with creators. Therefore, all three social apps are making strides to keep or convince influencers to choose their platform. TikTok announced a $200MM Creator Fund and is now looking to expand this to ~$2B. While previously, creators could monetize their live streams, the new program will pay select creators for making videos. Specific eligibility requirements and creator limits are still TBD, but users must be 18+ and have amassed a baseline number of followers. Instagram already allows for influencers and creators to earn revenue through brand deals and sponsored posts, but Instagram doesn’t directly pay people for content. Well, they didn’t - until Reels. Instagram offered financial incentives to persuade TikTok creators to begin posting on Reels. Evergreen monetization remains unavailable. Triller’s monetization efforts fall more closely in-line with TikTok. Fans can exchange real money for ‘Triller Gold’. However, the drawback is this ‘Gold’ can only be given to verified users whereas on TikTok, unverified users are eligible. Creative Capabilities To date, TikTok hosts the most sophisticated and seamless editing interface, but from an organic content creation standpoint, there are some quick platform differences brands should be aware of: Maximum Video Length: TikTok- 60 seconds, Triller- 30 seconds, Reels- 15 seconds. Privacy: Triller and TikTok gives users option to choose public versus private pre and post launch, whereas Reels does not allow you to make a video private once live. Reels does, however, allow you to choose if you’d like the Reel to live on your master Instagram Feed or only on the Reels tab. Saving Content: All apps allow for saving created content, but only Reels allows you to export without stitching on a branded logo overlay. Audio: All enable users to create sounds or choose from a music library, but Reels does not allow users to upload new sounds directly into music library. Duets: Creating content based off other on-platform content (videos, comments) is native to only TikTok. View Counts: TikTok updates views in real-time, Triller has a slight delay, and Reels often requires closing and re-opening app to see latest view count. Maximum Caption Length: TikTok- 150 characters, Triller- ~100 characters, Reels- 2,200, which aligns with Instagram In-Feed caption length, allowing for more hashtags. Experience: TikTok’s interface is by far the most advanced, followed by Reels. Triller trails as the app sees lagged load time and provides an all-around less user-friendly experience, proven by the frustrated app online reviews, but Triller is investing in their product given recent success and will likely implement improvements in near future. Hashtag Tracking: When selecting relevant hashtags, TikTok and Reels show hashtag volume whereas Triller keeps volume private. Cover Photo: Reels users can upload a custom cover photo, TikTok users can choose and edit their cover photo, but not upload directly. Triller does not appear to allow users to choose or upload cover photo. Location Tagging: Triller is the only app that enables location tagging when posting content. Instagram has this functionality, but it is not currently available for Reels. Editing Posts: Once post is live, Reels and Triller allow copy edits, TikTok does not. Insights: All platforms have limited insights, showing only view count, comments, likes. Despite Reels being a part of the Instagram family, deeper analytics are currently unavailable. Why Brands Should Take Advantage ASAP Despite the paid opportunities currently available on TikTok, and the lack thereof on Reels and Triller, there are still three key justifications for brands to immediately engage with Instagram Reels and Triller: 1.  Increase Reach & Video Views Given Reels is new, content volume is still growing. Brands who get in NOW will see higher video view rates compared to previous In-Feed content, while exposing themselves to a larger audience, driving follower growth. One influencer saw an increase of 500%+ when comparing In-Feed video views to Reels and follower growth has exceeded 1,000% WoW since activating Reels. 2.  Ease of Platform Adoption Jumping onto a new platform can be stressful and intimidating, but for brands with an existing TikTok presence, Reels and Triller adoption can be as simple as exporting TikTok videos, cropping out TikTok logo, and pushing live. Archived Instagram Stories can also be quickly reconfigured and made into a successful Reel. 3.  Expand Influencer Marketing Efforts Even without direct buys available, from a paid advertising perspective, brands can and should activate influencers ASAP to capitalize on the incremental reach opportunity or to help build out their own Reels and Triller profiles through branded, influencer-created content. With advertisers exploring alternative options to TikTok as implications of the Executive Order play out, Instagram Reels and Triller provide immediate, viable options for brands. Although we cannot undermine the strength of community that exists on TikTok, we will likely see more creators and their followers explore these platforms and wherever users go- advertisers must follow. 0

9 мин. На чтение

The corona crisis has changed the shopping behavior of a large group of Dutch people: almost one in three shoppers ordered online more often during the crisis and half of them also bought more products per order (source: GFK). This upward trend is expected to continue. According to Kantar research , 20-40% of the Dutch indicate they continue to shop in the online stores they discovered during the COVID-19 crisis. It makes sense for companies, now more than ever, to invest in online commerce. The social giants are also busy. In order to facilitate brands in social commerce, they launched one new feature after another. What are the latest developments in social commerce? And what can you best invest in as a brand to boost your online sales?   1. Facebook and Instagram Shops Despite the recent coverage of Facebook in recent months, the giant continues to develop in e-commerce at lightning speed. In view of the increasing restrictions on finding first- and third-party target groups on digital platforms, the recent launch of Shops is a godsend for advertisers aiming to continue toward target advertising.   Facebook Shops act as copies of web stores where products are displayed on both Facebook and Instagram. The products, or a selection thereof, are linked via a catalog or loaded directly from a website via shopping partners. It has been possible for some time to tag products in an image or video. With a single tap, the user can immediately access the product details. Recently it has also become possible to advertise in the Netherlands in this way.    A new development is the Shop tab, in which you can discover the entire collection within the Facebook page or Instagram profile Shop. Shoppers can then pay on the advertiser's website or most recently - and this is where it gets interesting - without leaving the app.   Facebook Pay   Facebook users in the Netherlands can now link payment details (credit card, debit card or PayPal), contact details and delivery address to their Facebook profile by means of Facebook Pay. The user sets this up once. With this you can pay in the Facebook Shop within the Facebook app. If successful, this will be rolled out further to Instagram, Messenger and Whatsapp. This way the target group can make a purchase immediately with minimal obstacles.   Besides a better shopping experience, this is a great opportunity for advertisers to stay relevant to their customers. Privacy regulations make it increasingly difficult to use website data within other platforms and apps, but with the help of Facebook Pay the advertiser retains the option to continue to show relevant advertisements based on purchase data.     As a brand you can already study Facebook Shops. In a cookie-free future, you will have both the data to remain relevant for your customers, and an advanced consumer experience when customers expect this from brands.     2. Snapchat - dynamic ads We already know them from Facebook and Instagram, but last month Snapchat also launched Dynamic ads in the Netherlands. A big advantage of dynamic ads is that all products from your product catalog are loaded into your advertisement. If products change, the advertisement changes immediately so that you always show up-to-date advertisements that fit within every advertisement format. This has many advantages; Snapchatters see more relevant ads, brands see a higher ROI and content creators spend less time on small adjustments. Snapchat is increasingly collaborating with partners who make the dynamic ads applicable for multiple platforms by means of feeds and templates. It is a great advantage that you can offer your assortment automatically on multiple channels to invest in technology solutions that make this possible.   Snapchat - Beta Brand Profiles In July, Snapchat started testing Brand Profiles for 30 major brands in a closed beta. Brands are given additional options such as saving and showing previously posted Snaps, videos, stories, and AR lenses. This way you can discover multiple products within Snapchat and test them virtually. In addition, potential customers can checkout directly in the app through Shopify.   3. Pinterest shopping   Whereas the platform first focused on inspiration and awareness, it is increasingly shifting towards conversion-driven solutions: Shop the look, Collection ads, Dynamic product ads and Shopping tabs. One of the newest features is Shopping Spotlights, which gives influencers a bigger role on the platform. The promoted content appears at the top of the search tab and links directly to the brand’s (product) site. In addition, Pinterest launched Shop with Your Camera on June 1, where a photo of a product leads to suggestions from Pins with products similar to this one. The products that are in stock can be purchased directly in the new shop tab via the advertiser's checkout page. This is expected to be available in the Netherlands shortly. Also read: One year of Pinterest advertising: six key learnings   Pinterest advertising - be the brand they see first 97% of pinners' search traffic is still non-branded. They are looking for inspiration very early in the Pinterest buying process, even before deciding on a brand or product. The target group therefore actively moves towards the content. It is precisely in this orientation phase that you have the opportunity to expand your search strategy and be findable with the right product. Pinterest Business itself states: Be the Brand they see first. Even with the short period Pinterest advertising is available, it is still relatively easy to climb as a brand on Pinterest in both organic and paid search results. The big difference here compared to other social platforms is that the content has a much longer lifespan. An investment you make now to make content easy to find can have positive effects on the algorithm in the long term. Take into account a longer path to purchase.   4. Conversational commerce via social media   Thirty-five percent of online shoppers regularly contact a brand or company, in most cases with questions about the delivery ("Where is my package?"), but there are also many questions about the price and quality of a product. In order to speak to customers in an efficient and effective way, an increasing number of commerce parties, have added so-called messaging apps (also called conversational commerce) as a complement to their in-person customer service. The quality of the services of these messaging apps provide is improving rapidly.   Messaging apps such as Whatsapp and Messenger offer consumers the opportunity to interact with a company in an accessible way. Messaging bots or Quick Replies exist for even faster and more efficient service, and customers are growing accustomed to these enhancements. The contact they then have via these apps is comparable to a physical store assistant. This can increase trust in a brand or product by removing doubts: 57% of conversational shoppers say they chat with a company for additional information about products and 34% for more confidence in the brand.* In addition to improved emotional value, you can also negotiate the price of a product via conversational commerce: 35% of conversational shoppers indicate they negotiate prices or offers via Messaging apps. In fact, two-thirds say they spend more money after chatting with a company.   The Dutch consumer increasingly expects companies to be available through conversational commerce. Conversational commerce is therefore clearly here to stay. As a brand you want to respond quickly to this development, preferably before your competitor has this perfectly in order and your target group already has a smooth user experience with another brand. You can scale up later when it suits the business. * Source: “Conversational Commerce: the next gen of E-com” by BCG (Facebook-commissioned study of 8,864 people across BR, ID, IN, MX, MY, PH, TH, US and VN), Aug 2019.   Pick your battles The precondition for the above developments is that a platform must match a brand. For walkers you don't have to advertise on Snapchat and a recruiter has little to look for on Pinterest. In addition, the foundation of your e-commerce must be in order before you use the many possibilities of social commerce. Shopping tools, catalogs and campaign management tools allow you to quickly scale up to multiple platforms. Changing afterwards or setting up each platform separately costs a lot more time and money in the long term. It is better to start on a small scale and be ahead of the competition. This way you can scale up with a strong product when they start experimenting rather than the other way around.   Finally, and this is perhaps the most important, pick your battles. Be critical about which developments really have potential for your organization, then invest in improving and automating that process. A company must look beyond today's fast conversions, as KLM has done with conversational commerce. This can yield you more in the longer term than, for example, a one-off campaign on TikTok.   Would you like to chat about social commerce for your brand? Please feel free to contact kitty.bakker@iProspect.com. 0

8 мин. На чтение

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 мин. На чтение

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 мин. На чтение

The Voice revolution is here and is drastically changing how consumers are searching for information and interacting with brands. Virtual assistants have reached a 20% adoption rate in Canada and 88% of English and French speaking Canadians are reported to use voice at least once a week. As a result, Voice Search is gaining considerable momentum and is anticipated to cause a lasting change in consumer behaviour. My opinion? I think we’ll witness the most significant shift in consumer behaviour since mobile adoption. Looking at the evolution of Fortune 500 companies between 2000 and 2018, 52% of these companies missed the shift from desktop to mobile and never recovered from this technology change. Repeating the same mistake with Mobile and Voice would present significant consequences for brands.  Don’t panic. There are different ways for brands to win with Voice and Conversational Assistants. In this two-part blog series, we’ll provide tactical recommendations on how to get your brand started on the right foot. In part one, we’ll explore the top 6 lowest hanging fruit to make your website content Voice Search ready. Hey, Google! - Let’s get started No. 1: Optimize for Position 0, AKA:  the Featured Snippet Position 0  is the information search engines show at the very top of the search engine result pages (SERPs). SERP features are enhanced to draw user attention on the results page with a visually appealing, information-rich search results experience. This includes featured snippets, local pack, recipes, reviews, featured videos, video carousel, etc.   When the Conversational Assistant is asked a question, the device returns a unique response. This makes winning position 0 or the featured snippet for informational queries one of the biggest challenges with Voice Search. To increase chances of winning position 0, it is key to have content properly marked up and surfaced. To achieve this, structured data can be used for web pages, blog posts, news articles, events, how-to’s, job postings, local businesses, organizations, persons, products, recipes, and videos. This will help your content be considered for position 0 or for the People Also Ask (PPA) section. There are various ways of annotating your content with structured data including Microdata, Microformats, RFDa, Schema.org, Open Graph, and JSON-LD. However, Google recommends using JSON-LD for structured data whenever possible. No.2: Optimize Content for Long-Tail Queries and Questions Unlike typed searches, most voice searches are performed in the form of a question, using human language. Do you have enough educational and informational content? Can you repurpose existing content pieces?   To optimize for long-tail queries, it is key that you examine your existing content to identify the pieces that present the most relevant and valuable information.   Focus should be placed on long-tail keywords and conversational language. Once you have selected high potential content pieces, we recommend the following:   Create a short answer for all questions. The sentence should include 25 to 30 words. Beyond word count, it is important to be mindful of the syllable count since it will affect the time duration of the speech. Enrich your content and explore topics more in depth by integrating questions (what, where, who, when, why, how) in the title and heading of your pages. This way, users landing on your website will not only find a concise answer to their question, but also additional relevant information around that topic. No.3: Optimize for Local Search According to a Bright Local study, 58% of users perform a voice search to obtain information on businesses close to home. Therefore, local business listings play a critical role in allowing users to find your business when using a voice device. Make sure your business name, address and phone number are consistent across all online platforms, directories and locations. Consider submitting the website to directories such as Google My Business, Bing Places, Yelp, Yellow Pages, Yahoo Local, Manta, ShowMeLocal, Hotfrog, Better Business Bureau and FourSquare.     No. 4: Optimize the Website Structure for a Seamless Mobile Experience  More often than not, Voice Search happens on mobile. Solving for Voice starts with ensuring your website and content is working properly on mobile devices. Make sure the website structure is optimized for a seamless mobile experience. Improve page speed. The page load time is the time it takes to fully display the content. In addition to being an important ranking signal, a fast page load time offers a great experience for users. Faster pages rank and convert better. Additionally, search engines have limited resources to crawl the internet, therefore a faster page load speed means an increase in the number of pages crawled. Having more pages indexed means more ranking opportunities. Consider the user experience on small screens by minimizing content, simplifying navigation, restricting user inputs, and ensuring continuity and consistency. No.5: Identify Search Intent with Data Gathering Understand how spoken commands and searches will differ from typed commands, for example: words to use, two-way interaction between a consumer and the device. The first step is to determine the intent behind voice searches.  What questions are being asked?  What keywords do we need?  Instead of relying on assumptions, we recommend using keyword tools to generate a list of questions about your industry and business. The more comprehensive the better. Perform a keyword research You can use tools such as Answer the Public, Ahrefs, Text Optimizer and SEMrush Keyword Magic. As each user is unique, there are multiple ways to say the same thing.  Identify and regroup different ways to formulate questions by expressing the same idea with alternate words. You will need to cluster questions based on the theme, persona, search intent, and/or stage of the customer journey to which they refer.   No.6: Adopt the FAQ Page Format Usually websites only have one FAQ page. This makes it difficult for search engines to assess the topic or keyword the page should primarily rank for. Creating topical resource pages will allow questions and answers to be hosted in a relevant fashion. A quick win is to have a dedicated page for each FAQ, with an optimized title, description, and h1. -- In part two of this blog series, we’ll go a step further and uncover the strategy to build a voice-based application that allows businesses to take advantage of the field of possibility the Voice Search revolution has to offer.    0

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