In 2013, Australian brands really began to embrace content marketing, according to Director of King Content Cameron Upshall in a recent Mumbrella article. Read Full Article >
Last week, the very influential Mary Meeker released her 2014 Internet Trend Report at the Code Conference in California.
If you don’t have time to wade through the 160+ page report – here is my summary of some of the most interesting insights for marketers with an Australian take on it (where possible).
1) From social broadcasting to selective messaging
Tech acquisitions often shed a lot of light into where things like social media are heading, so when Facebook attempted to acquire SnapChat and went on to purchase WhatsApp it became pretty clear that people were beginning to favour private communications over public social networks. In the past 12 – 18 months, we have seen the popularity of messaging apps soar as consumers seek more control over who sees a message or photograph – demonstrating a shift from broadcast type social messaging to communicating to a select few. This consumer shift will change the way brands use social media with these direct messaging services providing brands with new tools to find and build relationships with individual customers.
With recent statistics demonstrating apps like Snapchat are growing in popularity down under – with approx 10% of the online population already using the Snapchat service, it’s one Australian marketers need to watch closely and consider relevance – particularly brands operating in the youth brand space.
2. Content generation growing but becoming unfindable
As consumers shift some of their focus and attention to communicating via messaging apps – there is a growing amount of unfindable content being generated which limits marketers’ ability to capture brand perceptions and sentiment as well as glean data from social on individual consumers.
In 2013, global mobile traffic grew 81%. As a result brands like John Lewis are reporting that 40+% of their traffic are now coming from mobile. The unabated growth should make mobile the new black when it comes to marketing. Unfortunately however marketers are still failing to embrace the channel and take advantage of its power.
In this article, I explore some of the latest consumer research in the mobile space, which reinforces the need for brands to get the basics right when it comes to mobile.
1. A tablet is not a mobile device
You know it and I know it – and guess what so do consumers. A recent report, The 2014 Mobile Behaviour Report, by ExactTarget showed that most consumers associate mobile with a smartphone / cell phone (54%) whilst only 14% classed tablets & eReaders as a mobile device. Too often mobile is thought of as an entire category of non-computer technology: smartphones, tablets, e-readers, and so on. Contrastingly, consumers tend to view mobile as a single device: their smartphones. As behaviour on tablets vs. smartphones differ enormously it is important for marketers to understand how and why consumers are using the various devices to craft the most appropriate experiences for their consumers.
2. A mobile optimised site is no longer enough
Some businesses, both large and small, are still yet to realise the importance of having a mobile site. Those that have may still not be giving consumers what they need.
The ExactTarget study revealed 54% percent of respondents believe mobile websites don’t give enough content. While mobile-optimized sites are more user-friendly, they’re currently insufficient – giving clout to the business case to invest in responsive design. By far, access to content “any way I want” is consumers’ most important criteria when rating mobile brand experiences. In fact, 91% of consumers say access to content any way they want is important to them.
3. It’s an experience with your brand, not with a device
Whilst we think about different devices and channels consumers are using to interact / transact with our brand – consumers don’t see it quite the same way. They don’t understand, nor do they care about the internal challenges you have with integrating systems and technology, they expect no matter how they want to interact with your brand they will get a seamless experience. In fact according to the ExactTarget study – 83% of consumers say a seamless experience across all devices is important to them. So if I have put something in the cart on my mobile device, I expect it to be there when I login to my account online. Breaking down planning cycles and building experiences around the customer NOT devices are integral.
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Whilst tried and true traditional research methodologies are still an integral part of the insight manager’s tool kit, digital is changing the way organisations and brands gather, analyse and deduce patterns Read Full Article >