The Heart Wants What It Wants

On this weeks blog we are going to be discussing emotions. More specifically, I’m going to be discussing how marketers are using technology to evaluate how emotionally connected we are to products before we buy them.

Logic and research states that as consumers we are less likely to return a product if we are emotionally connected with it. Some may even argue that emotional connection matters more than customer satisfaction.

If the aim is to increase sales and reduce returns based on emotional connection, how can technology help?

Ikea have come up with an interesting way. What they have done is used brain sensing technology to measure the consumers emotional reaction to different products. Only those who experienced an emotional upswing of more than 70% were then allowed to purchase the product.

|Ikea, 2019|

Whilst this may seem far fetched at this point, as a marketer I’m already beaming with ideas on how this could be used in so many different ways. For instance technology like this can easily be transferred to help consumers in the decision making process by recommending products that evoked an emotional connection.

What do you guys think? Please share your ideas on how you think brain sensing technology can be used in digital marketing.

Just google it…

On this weeks blog post we will be looking into why as marketers it is so important to optimise your page rank and the many different tools that can be used to do this. A good place to start is by defining what Search Engine Optimisation (SEO) is.

SEO is a marketing practice which aims to increase the visibility of organic (non paid) search engine results. In other words it’s all about improving your website for users and increasing the likelihood of your site being at the top of the list when a search is made that is associated with your brand/product.

Why is this important? For starters, most online traffic is driven by search engines. In addition, studies show that 40% of all click throughs stem form the top 3 organic search rankings. Therefore, being in or as close to this top 3 is essential to boosting website visits.

So how can you employ SEO? Initially, you can start with the simple things such as; making sure you’re site contains quality content. In addition, you should seek to adjust your title tag and meta description so that it is most relevant.

|youtube, 2019|

Some really handy tools that can be used to help with SEO are; Search Console – “a free service offered by Google that helps you monitor, maintain, and troubleshoot your site’s presence in Google Search results”. As well as, Keyword Analysis – a tool that helps you to identify they key terms customers are using when making a search.

Lastly, I want to know what you guys think. Do you believe that SEO is an easy way to increase site traffic or do you simply think it all just seems like a little too much work?

Fit Me

This week we are going to be discussing how different digital marketing tools can be used to help consumers find the perfect product for them. More, specifically, I’m going to be discussing the different ways that technology is being used to help customers find the “perfect fit” prior to purchase. Moreover, we will be discussing why this is so important for marketers and the positive effects it can have for both the brand and the consumer.

Firstly, lets talk about the different ways brands are incorporating “Fit Me” technology into the online purchasing process.

|Amazon,2019|
|Amazon,2019|

Avatar- this allows the consumer to create a life-like digital rendering of themselves through size measurements and 3D body-scanning. An example of a brand that is doing this is Evelyn & Bobbie and a company that can facilitate the incorporation of this type of technology is Body labs

|Nike,2019|

|Nike,2019|

Smartphone Sizing – is a technology that enables consumers to measure themselves using their iPhone and, once a size has been determined, match that consumer with products in their size online. An example of a brand that is doing this in Nike and a company that can facilitate the employment of this type of technology is MySize.

|MySize,2019|
|ZOZOSuit,2019|

Smart Suits – are a relatively new technology that determined the exact size of the consumer through the use of sensor technology and then recommend the best fit based on these measurements. An example of this is the ZOZOsuit.

Why is this so important for digital marketers? The ability to offer dynamic sizing solutions on a mobile is increasingly important. Therefore, technologies such as smartphone sizing, means that brands can offer a more accurate and frictionless retail experience, one that is more personalised and engaging. This helps increase sales, as people are more likely to follow through with a purchase knowing it will fit. Additionally, it can help to reduce the costs associated with returns. In fact it has been found that up to 48% of apparel returns occur as a result of size confusion. Moreover, the additional data can be used to push recommendations and suggestions.

 What are your thoughts? Do you guys think that traditional sizing charts are outdated?

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Content Is Key

The jury is out, an article in the Harvard Business Review discusses how “More people would rather learn about a company via an article than an ad”. Therefore as marketers, it is clear that understanding how to employ Content Marketing may mean the difference between a successful media campaign and a mediocre one.

Firstly, lets discuss what Content Marketing is. A good way to define it is by highlighting how it differs from traditional marketing. For instance, traditional marketing focuses on pitching your product or service, whereas content marketing aims to provide truly relevant information to highlight how the product and service is used or can be used to solve the customers issue. Nonetheless, the aim of content marketing remains the same, “to drive profitable consumer action“.

|Hubspot, 2019|

Now lets discuss the different tools that you can use to implement content marketing. These tools may include; blog posts, consumer created content, social media posts, infographics, vlogs and videos, just to name a few. Here is an image that outlines the many ways content media can be harnessed.

|CMI, 2019|

Not only, is it clear that content marketing is becoming more and more popular, but it also drives results. Some of the benefits that organisations are seeing include being able to gather better insight into how their consumer interacts with the brand. For some insight into how other brands are using content marketing, check out Lego’s youtube channel or Redbulls Media House.

|CMI, 2019|

What are your thoughts? Have you guys ever encountered content marketing? Do you think it worked?

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Let’s Use Data

In our current climate of over stimulation it’s becoming more and more difficult to develop media campaigns that harness consumer attention. There is no doubt that the success of a media campaign is its ability to standout from the noise and encourage consumer engagement.

So how can this be achieved? Well, one way is though the use of data. Data can help organisations make informed decisions about how and when to place an ad. Whilst this may seem intuitive, research shows that many organisations are either not doing this or are doing it incorrectly. In fact, some research states that up to 62% of business have no data analytics strategy.

So how can this be improved? Many of the forums used in digital marketing have their own built in analytics. For instance, there is Google Analytics, Facebook Insights and Instagram Insights. Additionally, there are many third party resources that can be used to gain an in-depth understanding of how consumers engage with social media, these include; Hootsuit and Later amongst many more.

Moreover, when it comes to more traditional media campaigns it’s interesting to see how data and digital innovations are being used to drive decision making. An example of this is MOVE– “MOVE (Measurement of Outdoor Visibility and Exposure) is a web-based interactive planning tool for media buyers, advertisers and outdoor media operators.”

The clip below shows how data can and should be used by marketers when it comes to implementing purposeful media campaigns.

|Vimeo,2019|

So as marketers would you or do you currently adopt these data driven practices to help boost consumer engagement? If not, why not?

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The Point Of Transparency

|Instagram, 2019|

This April Instagram have introduced a new feature to help its users distinguish between standard posts and paid posts. How it works is, Influencers are now expected to identify when it is they have been paid to make a post by incorporating the Paid partnership tag in their post.

The aim of the new feature is to “help creators more clearly communicate to their followers when they are working in paid partnership with a business.” – Instagram Business Blog .

Whilst I believe that this is a step towards better transparency in marketing I also have some reservations about the concept. For instance, there is a reason that Influencers have been gaining so much momentum in the social marketing sphere. Statistics show that the growth of Influencer Marking is experiential.

|Influencer Marketing Hub, 2019|

The reason being is that Influencers create a sense of product authenticity through the use of insider advocates as oppose to external advocates. So doesn’t making Influencers disclose when a post is paid defeat this purpose all together? If the point of using an Influencer is to seem “authentic”, then knowing it’s an ad will uncover this illusion all together.

|Smart Insights, 2019|

With Instagram being the number 1 channel for Influencer campaigns, it will be interesting to see how his new feature will effect the success of Influencer Marketing. Particularly when we already know that consumers are far less trusting of paid advertising compared to natural searches.

|Influencer Marketing Hub, 2019|

What do you guys think? Do you like this new feature or as marketers, do you agree that in some way it defeats the purpose?

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Choice or convenience?

The evolution of technology and the internet has meant immeasurable change when it comes to marketing, it has meant an introduction of new and interactive brand touchpoints, copious amounts of data/analytics, increased delivery services and convenience. All of which helps brands deliver a service or product that meets your desires, before you know them. For us consumers, the ability to choose what we want to buy, how we want to buy it and what brands we want to associate with has been superseded by automated choice.

Amazon is a perfect example of a mega system, that has an unprecedented amount of knowledge about their consumer. This stems from Amazons ability to diminish the barrier between public and private information.

Subconsciously consumers are unremittingly providing personal information, information that we would otherwise consider private (i.e. addresses, bank card details, wish lists) to companies like Amazon. And what Amazon does this this information is ensure that you are given every possible opportunity to be reminded of what it is that they think you need or are missing in your life.

As marketers do we adopt these tools because we believe it truly is best practice, or is it because to not adopt would be to run the risk dropping out of consumers consciousness?

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Shop & Scroll

In May of 2018 Instagram launched a new feature that let a limited number of US and UK brands to allow customers to purchase goods without having to leave the app.

The aim of the feature is to streamline the check out experience, by making it convenient and secure (Instagram, 2019). Customers will be able to perminatly save their credit card details on the app or use Paypal, to make almost instantaneous purchases. This feature is not limited to the purchase of products either, in fact it extends into the service industry too. How this works is it allows customers to select a service (haircut) & appointment time, then check out without ever leaving the app (LSN|Global, 2019). (For more information on how to get involved and those currently in the beta please click here)

|Business.instagram, 2019|

As marketers, a key part of being successful with any ad or campaign is about producing content that results directly in increased sales. Now we see how rapidly this gap between desire and consumptions is shrinking. These new features and adaptations are making social media stoppable.

So whilst we can all agree that as marketers these new features are positive, how do we feel as consumers? Do you worry at all that this new level of convenience may be blurring the line between product discovery and purchase moment? Do we truly no longer go shopping but rather shop all the time? – Willy Kruh, global chair of Consumer Markets at KPMG.

Watch this space for more discussion on how this concept of ‘Subconscious Commerce’ is changing the landscape of digital marketing.

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Why We Buy

The power of technology to influence shopping habits is irrefutable. Studies by Salesfocus have revealed insights into the behaviours and expectations of global shoppers. More than 27% of Gen X and 41% of Millennials now use social media to buy products online (Salesfocus, 2019). This new digital landscape allows for inspiration, product discovery and recommendations to now come from the community in which we connect with on social media. So what does this mean for us consumers?

|Pintrest,2019|
|Pintrest,2019|

Well, as trusted sources of recommendations, our friends now have a powerful influence over why we buy what we buy as appose to Influencers & Brand Ambassadors. In the UK, a study showed that four out of five customers are more likely to trust a customer product review over a well known influencer (LS:N Global).

This explains why more and more of us are turning towards peer led purchasing networks, that allow participants within the network to find and buy products based on user recommendations from their existing social networks. An example of this is an app called Masse.

|MASSE, 2019|

For marketers, this means that providing a simply satisfactory customer experience is no longer acceptable. If recommendations from reflections of the purchasing experience is now what influences online shoppers most, then it is time to get creative. Start selling the shopping experience, something memorable, exciting and fun. A memorable experience gets people talking and in a world were everyone is sharing, talk is invaluable.

So please share what you think your favourite brands could do to improve the online shopping experience.

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We Are Social

Could We Are Social really be bringing back brick and mortar retail? Well not quite, what they have been doing though, is partnering up with some social media giants to change the way we shop.

|WWD, 2019|

In the lead up to London Fashion Week this February, We Are Social joined with Snapchat to provide a shopping experience unlike any other. What they did was set up a pop up store selling an exclusive range of athleisure wear by Lego Wear, yet the store contained no clothing. How is this possible? Well, they used a Snapcode, which allowed shoppers to unlock the augmented reality experience where they could then browse and shop online (LSN Global, 2019).

|Brickset, 2019|
|LSN Global, 2019|

The aim of the event was to direct more traffic to the Lego Wear brand and increase awareness. And it worked! (We Are Social, 2019).What we see here is just another example of how technology is changing the way consumers buy and interact with products.

There is no doubt that social media is becoming more and more influential at every stage of the consumer decision making process (LSN Global, 2019). What makes this campaign different from all the other social medial campaigns is that it adds an element of exclusivity in an era of complete accessibility.

The internet along with social media plays host to consumers being able to buy and sell from around the globe, yet this event was held in a physical location where only those who entered the store were privy to the product.

So what do you guys think? Does this go against all that digital marketing stands for? Or do you like the idea that digital marketing is being used in a way that makes online shopping exclusive for a change?

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