Friday, May 31, 2013

Just 13% of people are happy to store credit card details on smartphones

Only 13% of consumers would be happy to store their credit card details on their smartphone, according to a new survey from The Logic Group.

The report again highlights the consumer mistrust of mobile technology, as only 30% of consumers trust major retailers to keep their personal information safe.

Furthermore, only a third of consumers said that they would be happy for their mobile to house their loyalty cards.

The research is based on an online survey of 1,010 interviews with British consumers. 

Improve customer experience through mobile loyalty

From increasing brand awareness to accelerating conversions and transaction volume, mobile has become an integral way for brands to guide consumers along the path to purchase.
The rise of mobile is a key factor in the shift from what used to be a linear path to purchase. The days of "here's our ad, see you at the register" are long gone and have been replaced by a broad, multi-faceted discovery and engagement process.
With this evolution, marketers must make effective investments that use mobile as a connective tissue in the increasingly non-linear purchase cycle.
The end goal with connecting digital and in-store touch points is to inspire a desired action from the customer, be it enrolling in a loyalty program, sharing a brand interaction socially or buying an item.
Smart organizations have recognized this and are pouring resources into mobile strategies to increase loyalty and guide the customer along their path to purchase. The stakes are high because getting mobile right will only increase your competitive advantage.

What CPG Brands Can Learn From P&G on Innovation

Procter & Gamble is the subject of a great white paper on innovation. What I like about the document is how it looks at innovation through different strategies. P&G has identified four different types of innovation a brand can have. They include:

  • Commercial Innovation – Exploits current benefits and drives new levels of trial through commercial activation of a brand (advertising, sponsorships, promotions, etc.).
  • Sustaining Innovation – Important improvements to current product offerings that enhance current benefits that enable a brand to grow share (upgrades and line extensions).
  • Transformational Innovation – Big breakthroughs on existing brands that reset competitive advantage, resulting in share gains and category growth (think Tide brand architecture, Kellogg’s Special K).
  • Disruptive Market Innovation – Creating new categories or disrupting current categories with new segments to drive true incremental consumption (think Swiffer, Kashi, Naked/Odwalla Juice)
Many times brands approach innovation as one big bucket. This model allows you to think about what type of innovation the brand needs and then focus all resources and ideation around that strategy. Planning the type of innovation a brand needs can help the brand achieve more sustainable growth.


Thursday, May 30, 2013

Presence of Hashtags in TV Ads Can Improve Performance

A new study from Nielsen confirmed the correlation between the amount of tweets during a TV show and the show’s ratings. Eighty-five percent of tablet/smartphone owners use their devices while watching TV at least once a month, with 40% doing so daily. A staggering 32 million unique people in the US tweeted about TV in 2012.
TV Watching and Twitter
Brands can layer hashtags with TV spots to enhance social reach. The connection between the brand and the consumer is greater because of the two-screen experience. Including hashtags in paid media enriches the brand message and keeps the conversation going well beyond the time limit of the TV spot.
Twitter and Downton Abbey
Fun Facts:
  • More people used the hashtag used in the Super Bowl spots to talk about the brand rather than the commercial itself.
  • The brands that were most talked about had hashtags that were the brand name, e.g., #Doritos.
  • ABC Family’s Pretty Little Liars and the CW’s The Vampire Diaries are consistently the most social networked shows.
  • Of the 36 brands that purchased airtime during the Super Bowl, more than half included a hashtag.
Final Thoughts:
  • When incorporating hashtags, don’t overcomplicate it.
  • A hashtag isn’t magic. It needs to be paired with engaging content and it needs to continue the message by starting/enhancing a conversation.
  • The brand name should be the hashtag, or it should be a simple message that incorporates the brand name.
  • Work with your paid media person to incorporate hashtags appropriately. Make sure they’re a natural fit.

What Do Women Want?

ginger survey
When asked what it is they want out of life, women say they want it all. They want a career and family, they want technology but also time to disconnect. They want quality goods but don’t want to pay more to get them. They want to have fun but they also want financial stability.

Women want it all. . . but since most of us can’t have it that way, we’ve learned to fight one or two battles at a time.
According to Ginger Consulting’s fifth annual “What Women Want” survey, women are responsible for or influence $7 trillion in purchases in the US. They’re responsible for 85% of products and services, 60% of automobile purchases and even 40% of stock purchases.  To put it simply, these are people you want on your side.
What’s interesting about the “What Women Want” survey is that it has data from two groups of women. One group – the mainstream market- is made up of average women, age 21 to 60, from all over the US.
The second group – the alphas – are consumer influencers. They live in one of ten major US cities and they tend to be ahead of the curve by six months to two years.
Let’s see how the differ:

Social Gives SMBs Maximum Exposure

Social media plays a significant role in small and medium-sized businesses’ (SMBs) marketing efforts, providing both free and paid exposure to a wide-ranging—and often receptive—audience.

According to a January 2013 survey from online magazine Social Media Examiner, Facebook continues to be the most important social network for most business-to-consumer (B2C) marketers worldwide, given its enormous user base. However, for business-to-business (B2B) marketers, there is a healthy competition among other platforms. Among these marketers, LinkedIn tied with Facebook as the most important social network, while blogging followed 10 percentage points behind.

Wednesday, May 29, 2013

Smartphone Adoption Tips Past 50% in Major Markets Worldwide

According to new figures from eMarketer, several markets worldwide reached a milestone in mobile usage last year. By the end of 2012, over half of mobile phone users in each country had made the switch from feature phones to smartphones. The coming years will see a domino effect hit regions around the world as smartphones become the norm in more places.
The worldwide smartphone penetration rate among mobile users will remain just under one-third in 2013, eMarketer expects, and will approach the halfway point by 2017.
eMarketer develops its forecast through a relatively distinct methodology, forming its estimates of mobile and smartphone usage and penetration based on an analysis of survey and traffic data from research firms and regulatory agencies, historical trends, company-specific data and country-specific demographic and socio-economic factors.
In this case, eMarketer evaluated more than 2,200 data points from more than 220 research sources—all of which are carefully evaluated by eMarketer for historical accuracy, definitional discrepancies and methodology—before developing its bottom-up model for global mobile phone and smartphone usage.
In 2012, eMarketer estimates, six countries—including South Korea, Norway, Sweden, Australia, the UK and the US—saw smartphone user penetration rates among mobile phone users rise above 50% for the first time.
As a percentage of population, a majority of residents in South Korea, Australia, Norway and Sweden will also use smartphones this year, eMarketer estimates, though average penetration worldwide among the total population will come in under 20%.
South Korea led the world last year in the share of mobile users who used a smartphone, at 60%. Australia, at 53%, was the only other country in Asia-Pacific to pass the halfway mark in 2012, with Japan set to follow in 2014.

The State Of Social Media Marketing

here is some light information to help ease you back into the work world after a long weekend. The following infographic is an attempt to take a snapshot of an industry that is changing as I type this introduction. It comes from Wishpond via Media Bistro. 


Retailers Use Attribution Modeling to Measure the Touchpoints Driving Sales

Modeling helps assign value to touchpoints

Today’s digital consumer is exposed to a huge number of marketing messages via display ads, search, email, mobile, social media and other sources along the path to purchase. But until recently, many retailers mainly paid attention only to customers’ “last click”—an approach that ignores all other marketing touchpoints that lead to a transaction, according to a new eMarketer report, “Multichannel Attribution: What Retailers Need to Know.”
Now, however, some retailers are deploying complex multichannel attribution solutions, with Big Data power, to measure the performance of their marketing efforts. But the numbers are still small. According to an October 2012 survey conducted by Econsultancy and Adobe, only 26% of companies worldwide used advanced forms of marketing attribution—ones that go beyond simple last-click analysis.
However, retailers are under extreme pressure to better understand which marketing tactics are driving sales, so it is not surprising that more companies consider attribution modeling to be a priority.

Tuesday, May 28, 2013

What and When Do Social Moms Share

One of the great truths of social media is that moms like to share and they’re powerful influencers when they get behind (or are annoyed by) a brand. We know it’s true but we keep studying it to make sure the world hasn’t slipped sideways.
The latest fact checkers are ShareThis and Digitas. They surveyed 200,000 moms (that’s a nice sampling, don’t you think?) to find out how they interact with social. The packed their results into a slide show called “Wired for Sharing” and now I’d like to share a couple of key slides.
Think moms are all about Facebook? Have a look at this:
56% of the general population shares on Facebook but for moms, that same percentage is split between Facebook and Pinterest. Twitter, email, Reddit, and Tumblr just don’t get no respect. Tumblr is traditionally a playground for the young – is that because moms aren’t there or is it that moms aren’t there because it skews young?
What’s missing from this list is Instagram. That also traditionally skews young, so perhaps it came in lower than 1% and thus didn’t make the chart.
Next, it’s all about the when. After seeing this, I’m going to shift my posting times for sure.
We often see studies about how often people check social media first thing in the morning. Well, the might be checking but mom isn’t sharing until later in the afternoon. Peak time is 3:00 pm. For the average Joe, 8:00 in the evening is prime time.
Finally, here’s one I’ve never seen before. What kinds of content is mom most likely to share?

A third of the content that moms share is either parenting-related (18 percent) or focused on TV and movies (15 percent). I’m not so big on the parenting side, but I’m a win when it comes to TV. Technology comes in at only 10% then we see a huge drop for topics such as sports, music, travel, even pets. Beauty is on the bottom tier with only 2%. I’m surprised by that.