The popularity of messaging apps is increasing. Whether it is the Facebook Messenger where all companies hope for the latest secret sauce on messenger bot technology or Line and WeChat which already offer company profiles. It becomes very clear that messengers are different in terms of functionality, technology set-up as well as the value for brands and companies. Very often in seminar that we hold these days, messengers get mixed up with social networks, and the functionality is not very much clear to marketers. Understanding the differences and the opportunities for brands has become really challenging for them. And knowing which messenger apps are used in which countries and regions will make the lives of marketers easier.
Therefore, the team at Forrester has created a report called „The Future of Messaging Apps„. The report offers a simple overview of the most important facts around messaging apps, user figures and above all summarizes the opportunities for companies as Marketingland summarizes it. And although the world and marketers get mad around Snapchat, the overview states that seven out of ten leading apps got more users than the „yellow messenger“, and also Viber, Kik and Line get more ground and challenge other platforms like Skype which was leading not so many years ago.
The evolution of messengers for brands is interesting to have a closer look at. Unsurprisingly, Asian messengers are leading. WeChat already has got some 10 Mio. company profiles, and even Line has got 2 Mio. of those already. Although Line is not familiar to many brands, they have turned around 1,1 Mrd. USD already ($ 224 Mio. via Stickers which seems to be a good monetization strategy). The messengers Kik (also offering ad opportunities for brands) and Telegram started their own Messenger Bots. On the other side, we realize that WhatsApp is starting to approach companies these days to elaborate on business requirements. So, it will be interesting to see what kind of brand solutions they are coming up with in the future.
Please find the overview in a graphic as follows…
According to the study of Harris Poll (conducted on behalf of Lithium Technologies), that addressed more than 2,300 consumers of all generations, more than half of all digital natives (56%) report to cut back or stop the use of social media platforms entirely.
Even more, 75% of the responding Millenials stated that they feel stalked by brands on social platforms. The reason: The eager way brands do target them in their news feed with the ambition to build trust and loyalty with their customers or consumers via social media platforms in the U.S.
So, what does this mean for brands? Do brands have to live according to a transformed version of the former cold call prevention: „Don’t stalk us, we follow you!“? The study suggests that direct targeting on social platforms via advertising might result in losing customers. It would be more effective to engage and to be present on the channels they use frequently. And also if brands might be tempted to leverage the huge purchasing power coming from the modern generations (Millennials and Gen Z make up 50% of the population), brands need to be careful not to waste the potential of social media and really meet their personal expectations. How challenging this might be in the end…
„The promise of social technologies has always been about connecting people, not shouting at them, and the brands that don’t do this risk their very existence.“ Rob Tarkoff, President&CEO, Lithium Technologies.
But how can brands build trust, the study also asked? A question that is also raised in a bi-annual study from Nielsen and might be evaluated in comparison with those results. Obviously, online is their general source of information but their trust in online exceeds that of former generations by far.
While in the Nielsen study, personal „recommendations from people I know“ are leading, Lithium sees „online sites with product reviews“ as the highest form of online trust creation. That websites are definitely not „dead“ can be seen that both studies see websites kind of in the second place. And, whereas Lithium sees „communities of like-minded people“ in the third place (just think about what their main product was…), Nielsen sees editorial content still a very important source.
In terms of service, the Lithium study shows that Millennials contact brands online (79%) and expect a response back within the same day – almost 10% more than Baby Boomers. So, if brands do not actively monitor and engage with the younger generations online, their brand loyalty might go down soon. The best way to interact with Millennials is described in a quote the study also delivers…
„I go on social media to see and know what my friends are doing. I don’t want to see ads clutter my news feed. If I’m interested in a product or service, I know where to look. Social media is a place for us to connect with our friends, not be attacked by advertisements.“ Mallory Benham, Graduate Student (23)
So, what are your learning on targeting Millennials and Gen Z via ads on social media?
The guys at YouTube Downloader Blog have created a very interesting infographic. Where they have recently explained why Saudi Arabians are the most engaged YouTube viewers in the world, this new infographic shows us the YouTube world in one minute in order to reveal what happens during 60-seconds on the world’s leading video sharing site.
The infographic shows the amount of video uploaded to YouTube each minute and gives insights in the ad revenue that the site’s top channels generate in that minute. Thus, we get to know that PewDiePie earns more than $13 a minute.
According to the infographic, YouTube generates more than $10,000 in revenue per minute. A figure that is base on the site’s estimated annual revenue of $5.6 billion, which means over $14 million of revenue each day.
Marketing automation tools are making their ways into the business world, not only for large enterprises but also for small companies some solutions have proven to be promising, and not only since IBM bought Silverpop. However, which tools are the right ones for your business? At least we get some advice now from TrustRadius‚ „Buyer’s Guide to Marketing Automation Software“. They did a report based on 400 in-depth reviews by authenticated end-users of marketing automation products combined with the results of more than 10,000 comparisons performed on the TrustRadius‘ website.
The report looked at software solutions that include various demand generation capabilities like email campaign management, landing pages,or even lead scoring. However, the analysis out those providers which just offer one aspect of marketing automation (i.e. only lead scoring). In their focus were those tools that „help to automate and scale repetitive marketing tasks and the analysis of those efforts.“
These were the findings they came up with…
Small Businesses (Up to 50 employees)
Small companies gave quite positive and high ratings with at least a 4 out of 5 (average was 4.3 out of 5 – better than the average in the midsize and enterprise companies). Then TrustRadius ranked the products via two factors: a) average user rating and b) how does the product serve the business segment (determined by the number of comparisons made by organizations of that size).
The leading 3 solutions were HubSpot (4.8, 69% of comparisons by small businesses), Act-On (4.7, 53%), plus Infusionsoft (4.3, 96%). Other solutions like Marketo, Pardot, Eloqua, and Silverpop also got good ratings. Still, they ranked lower as they had a smaller proportion of small business comparisons.
SMB Businesses (From 51 to 500 employees)
The average rating in the midsize company category was 3.9 out of 5. The report shows that a higher demand goes alongside bigger companies and more complex requirements for marketing automation tools. Here, the trusted vendors are Marketo (4.2, 60% midsize category) and Pardot (4.0, 58%). Act-On, Eloqua, and HubSpot also got positive ratings.
Enterprise Businesses (500+ employees)
The average rating for enterprise marketing automation products was 3.8 out of 5. Eloqua showed up to be the top marketing automation software for enterprise companies (4.4, 59% enterprise focus). Act-On, HubSpot, Marketo, and Pardot also performed well according to users, but they had a smaller proportion of comparisons from enterprise customers.
Tell us about your findings. Which tools do you use and what has proven to be successful for you? All insights can help other companies make faster decisions.
Sometimes studies bring some flashback to your mind. This time it was some study results that reminded me of two of my four moderations of the dmexco Night Talks.
In a recent country comparison study by Adobe half of the respondents made clear that digital advertising is distracting, invasive and annoying – in the UK less than in Germany and France though. The study which asked 1,750 marketers and 8,750 consumers across the UK, France and Germany, shows that two out of three users find TV campaigns still more important than online ads (US 66%, UK 70% and Germany 67%). Consumers even responded online ads were „annoying“ (US 68%, UK and Germany 62%), „invasive“ (US 38%, UK 45% and Germany 17%) and „distracting“ (US 51%, UK 44% and Germany 31%).
There is still some negative perception of digital advertising that the repondents described in their feedback. However, web ads came in the top three preferred advertising tactics in the UK. In France print magazines (31%), billboards (24%) and TV ads (23%) were the leading three categories. For Germany, print magazines were also the leader with (28%), billboards (23%) and window displays (21%) came in second and third. In the UK 39% favoured print magazines, 23% TV ads, and 12% websites.
Some weeks ago, I have been interviewing Mark Phibbs, VP Marketing EMEA at Adobe on the dmexco hot chair in Cologne. Nice seeing some statements on the study from him:
„Some digital advertising is failing to hit the mark. While digital provides great promise, often it is not being delivered in an emotionally compelling or targeted way.“
The storytelling boom was again also highlighted in this study. Even in the ad world content plays an important role. 68% of UK users responded that ads should tell a unique story which mentioned John Lewis and Guiness as good examples. One of the main ingredients should be the humour factor of the story. Funny is the driver for happiness, and outplaces „sexy“ ads (92% thought so).
„We think online advertising can learn from traditional advertising in three ways. Is it beautiful and eye-catching? Is it integrated? Do consumers have control over it? Creative agencies have had decades to get traditional advertising right. It’s not wholly surprising that online and digital isn’t resonating to the same degree – not only is it still relatively in its infancy as an advertising channel, but the digital landscape and the corresponding opportunities for brands are constantly changing,“ said Phibbs.
The study also made clear that targeted banner ads based on programmatic buying in Social Media like i.e. in Facebook could be „creepy“ (76%). Even more, 49% would like a dislike button in Social Media for it. Again this reminded me on my last dmexco Night Talk moderation in Munich when I could ask Scott Woods, Commercial Director Facebook DACH, how it can come that I get banners for social networks 60+ years old people. Facial recognition (do I look so old)? Bad programming? Bad automation or bidding process? Maybe the people behind? The answer was „Well, technology can only do what it is capable of!“ Fair enough… It seems we will have to live with that weakness for some time.
As a fan of the series „Mad Men“ TV series, I have to share this comparison of the sales profession development with you. When we compare the decades from 1950-2010, we realizte that there were some significant differences. From Don and his friends‘ wild office parties and massive whisky as well as martini consumption to a straight organized reality where sales automation has taken over and social media rules the communication between people.
Although, we still here at the universities and in seminars from the advertising Gods like Leo Burnett and David Ogilvy, Don Draper’s world has seen a radical shift in sales profession. But in which direction…? The guys from Leads360 have created an infographic that defines the main trends we saw lately…
– 1960: In-person pitch.
– 1970: Door-to-door vacuum pitch.
– 1980: Not really specified in any direction…
– 1990: In the beginning email messaging, later customer relationship management (CRM)
– 2000: Social integration (Social Media)
– 2010: Intelligent sales automation
„Over the last 50 years, many of these fundamental sales strategies have remained incredibly valuable,“ states the infographic. Maybe you find the reasons why when reading through it.
Today, we are talking of Facebook as the barbeque with „friends and fans“ and of Twitter as the chatter at the toilet. Well, it seems that we haven’t moved away from socializing. Maybe we just need to add some drinks next to our screens…
Year after year, Edelman is publishing their Edelman Trust Barometer. The 2013 version just came out and it is offering some helpful findings, pictures and illustrations how C-level managers, employees and brands can build trust. Edelman polled 31,000 people in 26 countries and as they have the comparison of the last three year (2011-2013), it is interesting to see the changes in the „Edelman Trust Index“. From a global perspective, the positive signs are that the global trust index goes back to normal after some bad development in 2012.
Definitely, one of the main messages the report gives, is that the general public and better „educated citizens“ don’t really trust government officials (13%) and business CEOs (18%) to tell the truth. Business CEOs ended up second to last with 43% only. So, it is not only the marketers that lack credibility in the eyes of their CEOs internally – externally the CEOs seem to be the people – employees, customers and partners – just the human brand economy CEOs need to become successful with their business. The most trustworthy people seem to be academics and experts, followed by technical experts.
The study offers an interesting list of 16-trust building attributes (named „trust performance clusters“) every organization should pay attention to, and live and breath. All points make sense and every single one seems worth-while being considered and double-checked with your own organization.
Leadership seems to face a crisis at the moment. The study makes clear that people distrust their company leaders, or don’t seem to get what they want from their bosses. Globally, the employees expectations in the areas business performance, integrity, products, purpose, and services always score low numbers and don’t hit public’s expectations. Especially under engagement, when it comes to how leaders are taking care and treating their employees, the leaders fall short in their ratings: just 24% feel that businesses do what ever they can to meet the employees‘ demands.
„We’re clearly experiencing a crisis in leadership. Business and governmental leaders must change their management approach and become more inclusive… They must also pass the test of radical transparency.“ Richard Edelman, President & CEO, Edelman
From an industry sector’s point of view technology wins in building trust (77%). Banks and financial services (50%) as well as media (53%%) rank lowest in trust scores. Edelman thinks that transparency in their business processes might help. Also, the way these economies are explaining their businesses could improve trust building as shareholders want to know how these companies operate and make money. Social Media could play an important role.
As long as people don’t understand how organizations operate, what companies and brands do with the money they invest in their products and services, they will doubt that they really get best value and service for their money. Even more, when companies don’t take their responsibility to open communication serious which most companies do when they don’t respond internal and external comments through social platforms. The more companies become social businesses and open up their communication, the more they create an atmosphere of transparency and collaboration, the more customers will engage with their community centers, the more people trust that companies really do whatever they can – WITH the help of employees, partners and customers.
„This confirms the democratizing trend of recent years with influence and authority moving away from CEOs and government leaders to experts and peers,“ finds Edelman. And we agree with them.
Watch their video summary and then start checking on your own trust building tactics. And let us know if you experience the leadership issue in some way as well, or not…?!
It will be one of these studies that will make the car and travel industry think. Nielsen, xAd and Telmetrics just published the third part of their „mobile path to purchase“ study. The research is based on findings for the travel industry, restaurants and the car industry. The study found some significant differences in the consumer behavior from the three industry sectors. Especially for the car industry the findings seem notable…
The research discovered four types of mobile car users: car researchers, car, deal hunters, ircumstantial or emergency users, gear heads. All showed different signs of behavior, demographic and income profiles. There are some significant findings.
Half of the mobile car search was done as a longer term research. However, 49% were „looking to make a purchase within the day.” Even more, 36% of this part converted “within the hour.“
By comparing the three categories, the study found some elementary difference between apps and mobile web usage. While car searchers are heading for mobile web usage (maybe because their demand is not of daily expertise with these apps), the travel search is done predominatly via apps.
The study also clarified some differences between smartphone and tablet user behavior which was especially in the automotive category of importance for the car industry:
– Tablet owners are 3x more likely to be influenced by positive reviews than smartphone owners
– Tablet users spend more time looking at reviews and doing price research than smartphone users
– 42% of smartphone users do some research while in their cars
Most car search activities were business directions (44%), pricing comparison (43%) and phone numbers to business impact (36%).
What is almost as important for business travelers as water and food? Smartphones and tablets. They are slowly placing themselves as top necessities. Being accessible at airports, at train stations, or on the tube is simply improving by mobile tools which make them the most connected power users of these tools. The question is whether mobile devices make them more effictient in their business efforts? I think they do…
It is kind of an open secret that tablets make you spend more money than you want. Some new infographic by Milo gives the proof, and it makes clear that tablet users are often more willing to spend more than shoppers using their desktop device or their mobile phones. The infographic relies on data from insights by eMarketer, comScore and Adobe. It states that by 2014 one in three US internet users (approximately 89.5 million) will have access to a tablet.
Obviously, young internet users are even more open to tablets and willing to use them for online spending. Already today, 79% of 18-34 year olds now using their tablet to go on online shopping trips. In the category of the 35-54 year olds this makes up 50%, and 43% for those 55 years old or older.
Although the laptop is still the online shopping device, the tablet wins against all the other mobile devices fur online commerce across all groups. However, tablet users are willing to spend more than mobile and desktop shoppers according to the data sheet. What is even more interesting for retailers, tablet users are more willing to make a quick emotional purchase than smartphone shoppers.
The average tablet user spent $123 in terms of visitors by average order value on online goods. Desktop and smartphone buyers in comparison spent $102 or $80. What is also interesting to see is that 31% of tablet users do price comparisons on their tablet before spending money in offline stores.
How about you? Have you experienced some similar tablet spending attitude for yourself, or your family?