Pokemon Go is in everybody mouth these days. And many marketers are asking how to leverage the mobile app game for their business purpose – especially small and local businesses.
Just lately, the team from Slant Marketing came up with some data that shows how businesses can use Pokemon Go players for their own business – and if it is only food traffic from players that still realize the world around them.
The survey of Pokemon Go players shows that an incredible figure of 82% of those mobile players have come to visit a business when playing the game. Business that managed to „lure“ players in their shops were lucky. Quite a significant number of those players stayed at that particular business longer than others.
The research data also reveals that Pokemon Go players behave like nomads. Over half surveyed (51%) answered they it was their first time that they visited the shop or business when using the app. So, Pokemon Go can become a real lead generator if used properly.
According to the data, almost three out of four Pokemon Go players (71%) replied they came in the local store as it was close to a PokeStop or Gym. Meaning that locations stored in the game attract players to come in the stores, very often these shops were small local businesses.
But the results of the Pokemon Go players also show a great opportunity of local business compared to the national chain stores. The study states that more than one in two players (56%) visited a local business when playing Pokemon Go. So, just the chance of catching some creature of the Pokemon Go game makes people come to the local stores.
We are sure that Pokemon Go is just one of those new game trends that mix real and virtual worlds in a mobile app or device. And that it is only a trend can be seen in the development of the app stores that have taken away the leading position of the mobile game in app stores lately as of poor monetization. Still, augmented and virtual reality opportunities for businesses have just started, and especially local stores should pay attention to mobile opportunities like Snapchat, Instagram or Pokemon Go.
The infographic of the Pokemon Go user study can be found here…
Now, another report from Schneider Electric called „IoT 2020 Business Report“ delivers some new findings on how large organisations will leverage Internet of Things technologies as a serious business tool by 2020. Their study is based on feedback by 3,000 business leaders from twelve countries.
According to their global survey, 75% of respondents were optimistic about the opportunities IoT presents this year. Almost every second out of three (63%) companies use IoT to improve their customer experience and analyze customer behaviour in 2016. They hope to solve problems faster, achieve better customer service and customer satisfaction ranking.
Furthermore, cost savings in automation seem to be high on the agenda, above all building (63%) and industrial automation (62%). As results showed the improvements in automation technologies almost half of the companies (42%) say they want to implement IoT-enabled building automation systems within the next two years.
The key driver for IoT is mobile for two out of three companies (67%). Thus, they plan to implement IoT via mobile applications this year, and 32% even in the next six months. Again, cost savings of up to 59% is the major driver for IoT implementation.
The confidence is the value of knowledge gathering and sharing already exists inside most companies surveyed. 81% feel that the data and/or information generated by the IoT is being shared effectively throughout the organisation. Fears are lower than expected. Only 41% of respondents connect cybersecurity threats with IoT business challenges.
„We’re past the point of questioning whether IoT will deliver value. Businesses now need to make informed decisions to position themselves to maximise IoT’s value in their organisation.“ Dr. Prith Banerjee, Chief Technology Officer, Schneider Electric
However, Schneider Electric does not only publish numbers of their study but also provides the following predictions that business leaders might take into consideration.
1. The next wave of digital transformation.
IoT will bring operational technology (OT) and IT together while fueling a mobile and digitally enabled workforce: As more companies both expand and deepen their digitisation programmes enterprise-wide, IoT will increasingly take centre stage. This new wave of transformation will be enabled by more affordable “connected” sensors, embedded intelligence and control, faster and more ubiquitous communications networks, cloud infrastructure, and advanced data-analytics capabilities.
2. Insightful data.
IoT will translate previously untapped data into insights that enable enterprises to take the customer experience to the next level: When thinking about the value proposition of IoT, most businesses point to efficiency and cost savings as the key benefits. Yet access to data – including previously untapped data – and the ability to translate it into actionable insights, the hallmark of IoT, will deliver greater customer-service transformation and new opportunities to build brand/service loyalty and satisfaction.
3. Premise-to-cloud confidence.
The IoT will promote an open, interoperable and hybrid computing approach, and it will foster industry and government collaboration on global architecture standards that address cybersecurity concerns: While cloud-based IoT solutions will grow in popularity, no single computing architecture will monopolise their delivery. IoT instead will flourish across systems, both at the edge and on premise, as part of private cloud or public cloud offerings. Making IoT available across heterogeneous computing environments will help end users adopt IoT solutions in the way that best suits their security and mission-critical needs while also offering entities with legacy technology infrastructures a logical and manageable path forward, allowing them to transform over time.
4. Innovations that leapfrog existing infrastructure.
IoT will function as a source of innovation, business model disruption and economic growth for businesses, governments and emerging economies: Just as the Industrial Revolution, birth of the Internet and mobile revolution have driven advancement, innovation and prosperity, so will IoT. Businesses and cities alike will deliver new IoT-enabled services; new business models will emerge; and, in particular emerging economies will have a significant opportunity to quickly leverage IoT without the constraint of legacy infrastructure, essentially leapfrogging old ways. In fact, McKinsey forecasts that 40 percent of the worldwide market for IoT solutions will be generated by developing countries.
5. A better planet.
IoT solutions will be leveraged to address major societal and environmental issues: IoT will help countries and their economies respond to the biggest challenges facing our planet, including global warming, water scarcity and pollution. In fact, survey respondents identified improved resource utilisation as the number one benefit of IoT to society as a whole. In concert with the private sector, local and national governments will embrace IoT to accelerate and optimise current initiatives to curtail greenhouse gas emissions in accord with the breakthrough COP21 climate agreement, whereby 196 countries pledged to keep global warming under the threshold of two degrees celsius.
The Internet of Things has been seen as the main revolution from a technology perspective. The hype seems to be at an all-time high. Real business value is not only saving money though. Customer service improvements, better process optimization and smarter work and life opportunities will have big potential to bring IoT business value to enterprises in the future.
What is your experience on the value of IoT for your business?
They blog from the first row at catwalks. They share cool design gadgets on Instagram. They strike a pose with a selfie in front of 5-star hotels on Pinterest. And, they record „Let’s plays“ for Youtube while testing the latest computer games. The one thing they have in common? They are online influencers. A digital species that challenges and changes the marketing world of models, testimonials and the publishing industry.
According to an annual Nielsen study, it is a common knowledge that people trust most in recommendations of people they know. In the past, marketers put models or celebrities in this „recommendation seat“. It was meant to address two benefits: Brands intended to grasp some of the consumers’ attention by trying to hitch-hike on the wave of VIP awareness and public relevance. And, they used the reach of magazines and the trust those public voices had for the people.
It seems to me that the tables are turning now, and marketers have to rethink their brand extension strategy.
1. Models – the personalization dilemma
When using models, brands couldn’t tell exactly which audience they were addressing. It was a marketers’ and model agent’s best guess which model fits which brand. However, a model does not have a transparent target-group. They are just faces without any open address books or lead list.
Social influencers are their own agents. Their content markets their personality, their personality defines their content, their reach expresses their quality. They have got fans, followers, and friends that everybody (not only when following them) can see. A clear defined and dynamic target-group that is commited to them and engages with them on a regular basis. What they say gets read. What they state is trusted. In fact, their consumer opinion becomes one of the most trusted sources that people believe in – more than traditional ads of any kind.
Just imagine the influence on purchase intent, when an influencer is posting online to a large audience of friends and fans. Social influencers are perceived of their active and growing audiences as „more real“ than models, somehow even as „friends“.
But also the traditional model business is affected by the upcoming influencer trend: Previously interchangeable and relatively anonymous faces are now increasingly becoming personal brands thanks to their personalized Instagram and Snapchat channels and/or (mostly fashion- and beauty related) blogposts. Consequently, numerous models with significant reach are also acting as influencers to their audiences.
2. Testimonials – the authenticity dilemma
Testimonials need to match brand authenticity and follow the brand message in order to become valuable for marketers. Serious investment in dollars does not allow a testimonial’s mistake. Contracts are long-term and include testimonial involvement not only in all brand campaigns but also in personal PR and marketing engagement during the contracting period.
Money counts for testimonials – as much as monetary rewards do for online influencers. This is definitely true for the fashion and beauty industry, states the „Fashion & Beauty Monitor“ report in partnership with Econsultancy named „The Rise of Influencers„. However, three out of five surveyed influencers believe that the „relevance of brand in relation to own area of expertise „is essential when collaborating with marketers. Influencers are very well aware of their personality as brand that has to be secured and consequently, they do not sell everything just because they are asked to. Of course, this in return means a certain loss of control for marketers when working with powerful influencers. Just to state an example, years ago, I offered MINI a cool opportunity to collaborate with me. I fear the idea never reached the BMW four-cylinder tower – perhaps for fear of losing brand control?
Think about it: How authentic can testimonials be that are selected by brands as of their popularity in sports, fashion and lifestyle? Testimonials sell their media value. On the contrary, engagement with influencers can only work when brands do not act too commercial with them and meet their personal authenticity. Social influencers are personal brands; authentic brands that companies can collaborate with.
3. Publishers – the relevance dilemma
When content from influencers gets more attention (and is trusted more) than content from advertising, relevance becomes a critical tipping point. For years, marketers and PR experts were convinced that „serious“ traditional publishers are more relevant to readers than bloggers or any other form of social media active people. Thus, they invested serious dollars in brand building activities with the publishing industry. Today, these very media houses are approaching influencers to increase their declining media value.
A recent study by Collective Bias shows that content from influencers is viewed for more than 2 minutes (which is 7 times longer than the digital display ad average with a view time of just 19.2 seconds). Plus the relevance of someone’s personal opinion -whether rating, recommendation or review- has become of high value for consumers. Now if content from an influencer is relevant and perceived as being „authentic“ , publishing is facing serious competition in the future.
However, relevance needs to meet relevance both ways. Just putting brand messages into the mouth of online influencers won’t accelerate a brand’s value. In order to become relevant to an influencer and his or her audience, a brand needs to be „love-brand“ in a social influencer’s mind. If not, the influencer will be perceived (and probably also act) like a traditional publishing product without a media-kit.
Solving the dilemma – budget and advertising strategy
The world of testimonials, models and publishing is changing with the rise of influencers.
More and more companies and brands start working with social influencers. I personally doubt that they will completely replace models, testimonials and publishing houses, but the future will tell. However, the world of recommendations will be redefined by a new species.
According to a recent #BrandofMe study, brands invested 1 Bio. USD in 2015 in influencer programs on Instagram only. Influencers earn between 500 and 10.000 USD per Instagram photo or Youtube video – obviously depending on their media reach. Which means that some influencers get paid as much as some publishers for their ad space. A lot of budget that moves away from traditional brand building worlds.
The question is what values more to brands in terms of business impact: tradition or progression. But that question can only be answered when brands understand the power that online influencers can have on and in the sharing economy.
With their annual study called „Mobile Elite“ (2013 and 2014 versions here) CNBC has been focussing in the last two years on how executives use their mobiles for business, and when and how it helps them doing their business more effectively. A survey that is tracking senior business executive’s use of mobile devices across Europe, Asia and the US.
Now, they have come up with their latest update „Mobile Elite 2015“ that more or less global executives have become mobile in terms of reaching a mobile device saturation point. Already more than 9 out of 10 business executives access the mobile web to get the latest business content and news updates via their tablets or smartphones (of which they have in average 6 (!) devices at home). Compared to last year, the access to „news feeds“ has shown the highest growth for smartphones (45% to 60%). Their main time of reading the news is in the morning of weekdays (87%), predominantly with interest in financial news and stock prices (71%). Six in ten business leaders say they access the news via mobiles in the morning.
However, when we think that the weekend is a „news off time“ for business execs, we might prove wrong. More than over six in ten business decision makers check their news and business content over the weekend. It is their time to deep-dive into content as time allows them to. Like last year’s results it becomes clear that as of the mobile options most of the top management does not differentiate between weekday and weekend any longer. Mobiles keeps them in the business all days. Furthermore, the second screen phenomenon can also be seen at business executives. TV might still be their main source of content delivery in the morning (51%), but three out of four (75%) watch TV at the same time as using their mobile device (6% more than in 2014), or maybe on their mobile devices.
„With mobile saturation at an all-time high, we’re now seeing business executives shifting their attentions towards a more connected lifestyle. With a slowdown in hardware innovation in 2015, the survey suggests that global executives are unlocking the potential of their technology to be more connected, more of the time. We could be witnessing the start of the next mobile renaissance.“
Mike Jeanes, Director of Research, EMEA, CNBC
Even more interesting to see is that the Internet-of-Things (IoT) has found their way into the business executives homes. Just about four in ten business leaders operate apps at home via their mobiles. This means that top decision makers become „early drivers“ of technology by the use of mobile devices and wearables. More than every second respondent (54%) claimed to like the idea of hands free technology. This means they do not want to end their mobile journey with smart homes and smart security systems. Still, when it comes to cyber security business leaders are now „extremely concerned“. More than three out of four (82%) value mobile data privacy and security a „concern“, while admitting (41%) it is the most important technological influencer for 2016, followed by cloud technology (35%) and mobile e-commerce (34%).
The study shows that the C-Suite might be fully mobile but also understands and respects the responsibilities it needs to create a sustainable future.
Would you agree?
Many companies find that their people, processes and products lack digital maturiy, digital capabilities and digital innovation. Now, a recent study by MIT Sloan Management Review and Deloitte Digital finds that most employees (and not only GenY!) are not happy how their companies understand and leverage digital transformation. They want to work for the digitally mature management teams and leaders.
The report called „Strategy, Not Technology, Drives Digital Transformation“ surveyed over 4,800 business executives across 27 industries and 129 countries. The main finding is that the opportunity to digitally transform and to turn a business into a digital business depends largely on a digital strategy enabled by leaders who understand to create a culture that is open to change and reinvent an organization.
The study also makes clear that digital maturity of brands is based on the talents that companies can safe and hire these days. Over 75% of the digital mature companies agree or strongly agree that their organizations provide the necessary skills to capitalize on digital trends. Against those stand the immature companies where only 15% say that their organizations have a clear and coherent digital strategy.
Companies that are not yet digitally developed and advanced tend to focus on operations and what technology can do for them in an operational, tactical way. However, digitally advanced companies leverage their products always evaluating the digital transformation view in their strategic approch.
Interestingly enough, the study proves the agile way of doing bsiness and inventing products in the future. Those compannies that are igitally maturing organizations are more open to taking risks than the laggards. Over 50% of those laggards fear the risk as a major shortcoming. Embracing failure as a „prerequisite of success“ seems to become the new standard if companies want o be innovative and fast in driving digital transformation.
Not surprisingly, the maturing organizations are nearly twice as likely as less digitally mature entities to have a single person or group leading digital transformation process. The fluency of these leading digital companies is highly appreciated by employees – but it is not based on technology. Translating the capabilities of technology into value creation is much more challenging for companies but delivering the value that digital transformation needs. And leaders seem to (90%) understand the technology according to their employees.
The main message of the study for us was that leaders (70%) encourage their employees to innovate with digital technologies. Now, the study does not tell the readers how the managers are empowering their employees, in which way they provide motivation or technological ways to do so (which as we know ist he masterclass that most managers have not visited yet), and how much they have succeeded with their approach. In the last years, we have learned that most companies are exactly on that spot blank. Defining the ambition, delivering creative concepts, leveraging the sustainability of the concept, and finding the right processes was often the biggest effort in our projects for companies.
One of the latest reports around social media tells us that measuring ROI (60%) is still the most challenging aspect for marketers when facing all their social media efforts. This is the main message from a report by Simply Measured and TrustRadius.
The findings that are based on some survey data from almost 600 social media practitioners between February and March 2015 also show that other top challenges are tying social activities to business outcomes (50%), developing a social media strategy (48%), and securing enough internal resources (40%).
Although the main message is clear, there are some small variances between company sizes when separated int small businesses (1-50 employees), midsize companies (51-1,000 employees), and enterprises (more than 1,000 employees). While smaller companies struggle setting up and developing their own social media strategy, enterprises are trying to secure enough internal resources to master their social media efforts.
The integration of social media into the overall business is also a big way to go obviously. First of all is the alignment of social media goals with the overall business goals not fully connected. But even more challenging is the question whether all the efforts generate some business impact. Many marketers are working intensely with data and analytics to optimize their marketing strategies but the proof seems not yet been given.
Maybe this is all based on the missing tool strategy, which is also one of the major findings of the report (not surprisingly based on study makers). How to manage and measure social media activities, is often not a question of whether companies know the tools but still they are predominantly sourcing the monitoring out for example, and then wonder why data gets not interpreted properly. Also, some are not happy with their tool choice.
The findings are not surprising when the targets from all three company sizes is brand awareness. Still, companies should be able to better understand KPIs in the social selling process. It seems that companies and brands still have not yet understood the value of a friend, follower, LIKE, share or a comment. Furthermore, they still do not have the opportunity to link their data findings and their social media engagement back to some CRM database in order to leverage data sets around their customers. Furthermore, the missing social sales strategy combined with a clear lead processing and management is essential, and most companies do not have an answer here. Obviously, a lot of support in the social media set-up is still appreciated.
Not? Then tell us what you think…
A recent study 2015 Content Marketing Survey by content marketing agency Castleford states that the amount of marketers committed to content marketing is increasing. According to their results 65% (compared to 48% one year ago) of marketers want to boost their content marketing next financial year. Their plans is to invest more in time and resources.
Even more, 97% of participants of the survey said they will increase or retain their current level of investment. And the respondents also face the support of their C-level executives. Of the responding marketers 76% replied their C-level executives viewed content marketing „quite positively“ or „very positively“.
Obviously, there are also some challenges involved in content marketing creation wit time (45%) and budget (29%) being the biggest problem. Just, 3% that mentioned their C-level buy-in is their biggest challenge to content marketing will be probably persuaded over time, we think.
In terms of content marketing tactics the study shows that social media (81%) is still the favorite online marketing tactics in this field. However, the biggest growth opportunity shows video marketing and paid promotion of content for the next year. 61% are already using video marketing, (increase of 13% compared to last year). This is probably also driven by the main players Facebook and Google.
The variety of content marketing is also growing though. Almost every second marketer said that they use five or more different online marketing channels (45%).
Although Castleford director Rob Cleeve is confident with the development of content marketing, he also makes clear that marketers need to deliver results with it as well: „In my experience, content marketing is claiming an increasingly large share of overall marketing budgets, which is going to mean more pressure to show how it’s benefiting the bottom line.“
Content marketing definitely has changed the advertising industry drastically. However, the main challenges involved are the appropriate use of data with content to drive the right story in the right context to the right user at the right time. Here we see massive problems for many marketers still in our work with customers. Post-it recently explained it nicely in a video that leverages their banner and ask many question in terms of how retargeting actually kills good content marketing in terms in the example of banner ads.
The infographic of the study carries all relevant results of the Castleford study.
Some years ago and in many seminars, we make clear that the 3Rs of social consumers will revolutionize the sales world: ratings, reviews and recommendations. However, the question arises what make people recommend brands and services? What is their intrinsic motivation or human driver that makes them push out more positive comments around a brand.
A recent infographic by Social Media Link pulled together the most important findings of a study that surveyed 24.000 social media consumers. Still, the best customer experience that leverages recommendations is „a positive experience with the brand“ (93%) and „receiving a free product or sample“ (79%). On the other hand, a poor customer experiences motivates sharing, too. 71% stated „a negative experience with a brand“ makes them write a review as well.
The survey respondents also mentioned that they are more likely to trust a product recommendation on Facebook than any other social network (71%), followed by Instagram with only 38%.
Not surprisingly, Facebook and retailer websites ist he place to discover new brands and services (53%). However, for purchasing the retailer becomes more important and after purchasing a product people use predominantly Facebook to share their buy (54%) – again Instagram comes in second place.
Now, when you think you just need to give a free product to someone, it makes them write a review or recommendation, you might be wrong. Although, 88% trust friends’ and family members’ reviews when these write about their give free product in exchange, the bloggers only come in at 78%. BUT: Is payment included in exchange for the review, trust-level goes down – especially at bloggers to 48%. Still, the best way ist o have apersonal story which is authentic, not animated and personal.
It is a poor testimonial that B2B enterprise executives give their demand generation efforts. According to recent survey conducted by ANNUITAS, most of their campaigns aren’t meeting the goals oft he leading company heads. When just 2.8% of rsurveyed respondents say their campaigns are effective, most of us will wonder what needs tob e done to become more effective.
The study titled „Enterprise B2B Demand Generation Research Study“ focussed on marketers in the B2B enterprise space with 500+ employees and over $250 million in annual revenue.
The study shows that there is obviously a massive disconnect between what marketing departments want to deliver and how the results should look like. Measurement, metrics and KPIs seem not at all aligned with the business goals which somehow surprises bearing in mind that the industry is talking about this phenomon for quite some time now.
Still, marketing decision makers are not very much successful with their demand generation. When 60% state they don’t feel successful with their tactics and just under three percent feel very effective, it speaks a clear language.
The study comes alongside some recent survey by… which also shows that one oft he challenges ist he alignment with sales departments and their leaders. Many companies still are not clarifying what needs tob e done to deliver on demand generation efforts.
Especially when it comes to lead generation, the quality of leads is a point of unalignment. In terms of goals, the quality of leads is for 77% the most pressing goal, followed by customer cross-sell/upsell (56.6%), volume of leads (51.9%), and brand awareness (50.9%).
The survey proves that demand generation is not meeting buyer expectations. Whether it i content marketing or the creation of buyer personas, marketers need to improve their knowledge and capabilities in demand generation in order to meet business expectations. Companies need to invest in coaching and training when they keep up with the market and have a clear demand generation strategy.
Very often the question in our seminars come up which platforms, content types and tactics to use on social media. Now, a recent report by Eccolo Media enlightens us – although it has to be mentioned that the basis for the survey was a fair small number of 100 people responsible for influencing or making B2B technology buying decisions (33% influencers, 67% decision makers) but conducted in a series of three different reports.
The survey makes clear that just about every one in three B2B technology buyer (38%) states to not have seen any content from vendors on social networks over the past six months that influenced a business purchase. And now just think how much time you invest in all your information process towards B2B buyers.
It also found that 34% of responding people claimed they have seen vendor content on Facebook in the past six months that helped with a purchase decision. Now, this might be as the base was predominantly US marketers but still it shows the power and influence of the biggest social network also on B2B tech buyers. LinkedIn came in as the second most influential network. 32% said they found meaningful content there, Google+ was mentioned by 28%, YouTube 27%, and Twitter 20%.
The early stage decisions in the sales cycle is for tech buyers most useful when it comes to finding content on social media. However, the challenge is awareness (31%) and understanding (36%).
In terms of the content most welcomed and consumed 25% of the surveyed people think case studies from vendors on social media are best to work with. Further content types they liked to consume were technology guides (16%) and whitepapers (16%).