Media-Planning Software Provider Telmar Unveils Cookie-less Identity Targeting Partnership
Telmar, a leading provider of media-planning and buying software and data to ad agencies, this morning announced it is offering a cookie-less identity data solution developed by ID5 to help agencies and brands target consumers as third-party cookies and mobile ad IDs (MAIDs) are deprecated by big platforms like Google and Apple.
ID5 claims its "universal ID solution enables the sharing of user-level information," as well as the "activation of first- and third-party data" in all browser and in-app advertising environments. It also asserts that its solution is 100% consumer privacy-compliant.
While countless post-cookie identity solutions are flooding the ad marketplace in the wake of Google's and Apple's moves, becoming integrated into Telmar's systems provides a tacit vote of confidence for ID5's method.
In a related move, Telmar said it is joining "Inside," a partnership program developed by ID5 for technology and media companies to support the distribution of its cookie-less IDs.
In a statement, ID5 CEO Mathieu Roche claimed the company's IDs are "active on more than 60,000 websites and reaches over 500 million users per day globally."
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June 22, 2021 at 10:01AM
Summer Trends: Younger Drinkers Reach For Hard Seltzers, RTD Cocktails
Above: Two of the most-popular hard seltzer brands among Gen-Zers and millennials.
“Drinks that cater to a healthy lifestyle without sacrificing alcohol content are likely to be well-received,” concluded Reach3 Insights, based on recent research into the alcoholic beverage drinking plans of Gen Z and millennial consumers as they head into this first post-pandemic summer.
“There’s a desire among this cohort for functional types of ingredients,” Reach 3 Insights CEO Matt Kleinschmit told Marketing Daily. As an example, he pointed to Vizzy Hard Seltzer, which trended hot among respondents. That brand’s label boldly states “With AntiOxidant Vitamin C.”
Other functional aspects appealing to younger drinkers are portability and low-alcohol content, Kleinschmit said, but “no-alcohol” is a no-no.
As younger drinkers head back outdoors -- and indoors -- this summer with what Kleinschmit termed a “pent-up demand for interpersonal social gatherings and getting out with friends,” 90% of respondents said they will drink the same or more as compared with last year.
And hard seltzers and RTD cocktails should be a big part of that.
“Hard seltzers continue to be a mainstay of this cohort, with RTD cocktails waiting in the wings,” Kleinschmit said.
Indeed, 37% of respondents said the hard seltzer category as a whole is here to stay, with 79% expecting the so-called craze to “last” at least until next year.
Meanwhile, 77% expect RTD cocktails to be “hot” this summer (compared with 71% for hard seltzer) -- good news for brands in the category, being that 51% of respondents also expect to order alcohol for delivery.
Both the convenience of RTD cocktails and the willingness to get drinks delivered represent holdover behaviors from the pandemic that may now be here to stay. Ecommerce has taken off, and looks like it will continue,” stated Kleinschmit.
Among the questions alcohol marketers now face, he said, are whether or not hard seltzer drinkers will transition over to RTD cocktails – and what exactly will appeal to consumers in both categories.
Vizzy, for example, is a MolsonCoors brand, but not marketed as an offshoot of an existing beer brand. Michelob Ultra, on the other hand, received a very low hotness score, which Kleinschmit said was caused by both lack of awareness and “confusion about whether it’s a beer or a hard seltzer.”
Pointing out that the rapid rise of hard seltzers took the alcoholic beverage industry by surprise, despite all the market research that’s done by industry players, he added that it’s imperative for them to understand “what’s the next thing that will be hot.”
In that regard, here are some of the RTD brands now termed hot by Gen Z and millennials: Loyal hard lemonade, Jack Daniels blended with cola, Crown Royal Whisky & Cola, and On The Rocks Effen Vodka. One of the lower scores went to Fugu Vodka Bloody Mary, apparently because it lacks sweetness.
As one respondent told Reach 3, his peers want “hard seltzers with fruit, mixed drinks again with fruits …anything kind of sweet, very refreshing."
Both hard seltzers and RTD cocktails lend themselves to summer outdoor activities, of course. In fact, Just 58% of respondents were “very excited” to get back to indoor drinking (although the figure rises to 66% in urban areas).
Reac3’s research was conducted via mobile messaging conversations -- including the opportunity for them to include their thoughts on video -- conversations with 300 Gen z and millennial drinkers from May 6-10.
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June 22, 2021 at 06:14AM
Consumers Like Virtual Try-On For Products Like Eyewear, Study Finds
Here’s something ecommerce brands can offer to apparel shoppers via email: Virtual try-on. Of consumers who have tried it, 69% went on to buy the product, according to a study by Vertebrae, a firm that specializes in 3D and augmented reality tools for retail.
Of the consumers polled, 44% have used virtual try-on, and 75% of those have done so in the past year.
Moreover, 77% of those who have not experienced would try if it were easily available, and 49% would be likely to buy.
We’re not talking about apparel try-ons: Eyewear and sunglasses dominate, with 70% of shoppers believing VR would be most useful when making a purchase decision in these areas. And, 79% say they would use it when it is easily available on web or mobile.
One caveat: the company did not supply methodology with its announcement, and had not responded to a query by deadline.
How cool it would be if the customer could initiate the try-on in the email without jumping to another site.
When it comes to trust, 47% trust eyewear brands themselves, not Amazon (15%) or big-box retailers (29%).
But be warned: 43% of shoppers are unlikely to use virtual try-on if it requires extra steps like uploading a photo or entering measurements.
Despite that, 63% agree the most helpful uses for it are:
“Virtual try-on is transforming shopping for entire categories like eyewear, hats, footwear, and soon clothing,” said Vince Cacace, founder and CEO of Vertebrae.
What business is Vertebrae in? augmented reality and 3D.
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June 21, 2021 at 03:44PM
Nextdoor Focuses On International Expansion, Hires Industry Vet To Take Lead
Nextdoor, the neighborhood app, on Monday announced the appointment of Jose Gaztelu to head of international.
Based in London, his focus will be to lead the company’s growth and expansion outside the United States.
Social network growth patterns during the next 12 to 18 months in the U.S. are in a “post-pandemic state,” said eMarketer Analyst Deborah Williamson, during a podcast published today.
eMarketer estimates that monthly social network users rose by 7.6 million in 2020 -- about 3.7% growth, much higher than expected. The growth is returning to pre-pandemic patterns.
Now companies like Nextdoor are ready to expand globally.
There are more than 276,000 Nextdoor neighborhoods across the globe. The app is available in the United States, the United Kingdom, France, Germany, the Netherlands, Italy, Spain, Australia, Denmark, Sweden, and Canada.
The company estimates the app is used in one in three U.S. households, with 52 million local business recommendations from neighbors.
Gaztelu comes to Nextdoor with experience building and growing tech-consumer platforms in the U.S., Europe, and Asia.
Recently, he helped accelerate Domestika's international expansion and spent four years with Houzz in London, where he took responsibility for launching the company’s international ecommerce business and private label teams for the U.S. market. He also led expansion into Spain.
Before Houzz, Gaztelu also worked at fashion online retailer Global Fashion Group where he joined as CEO for Zalora Thailand and later became managing director for Zalora Singapore, Hong Kong and Malaysia.
Gaztelu began his career at McKinsey & Company advising clients in mainly consumer, retail and telecommunication and media industries across Europe, the U.S. and Southeast Asia.
Nextdoor, which eMarketer classifies as a “slightly smaller social player,” has experienced significant growth during the past two years, with daily active users up 50% in 2020, compared with the prior year, according to eMarketer. People looking for local information such as vaccine locations fueled the growth. It moved from being a bulletin-board to a “microcosm for tensions.”
The key to growth will become finding a way to moderate the content, Williamson said.
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June 21, 2021 at 10:47AM
Inside B2B Influence 14: Ann Handley of MarketingProfs on Content Marketing and Influence
Inside B2B Influence is a show that goes behind the scenes of B2B marketing and showcases conversations with insiders from the world of influencer marketing. We connect with influential practitioners at B2B brands of all kinds and sizes to answer the rising number of questions about working with influencers in a business context. In this first episode of the second season of Inside B2B Influence, I was able to catch up with the incredibly popular, talented and beloved Chief Content Officer at MarketingProfs, Ann Handley. I've known Ann for well over 10 years and she's been a great friend, client and source of inspiration to me about more meaningful content marketing. Ann talks with me about a variety of topics ranging from the nature of influence in B2B, demand for B2B influencers during the pandemic and our mutually favorite "dogfluencer", August - the most dashing Cavalier King Charles Spaniel you may ever meet. Highlights of this episode of Inside B2B Influence with Ann Handley include:
I also think that, especially in B2B, that the notion of influencers is even more narrowly defined than it is in, in B2C. Because the expertise that I have in marketing is, you know, it's content, it's writing. It's very specific. I don't think you would come to me if you were looking for somebody to talk about analytics. Like you would go to Chris Penn for that. He's an influencer in marketing analytics. So I think, especially in B2B, that that it is absolutely true that the credibility I have as an influencer is very specific and narrow. And I think that's true of any, any B2B influencer. The pandemic accelerated digital transformation in B2B impacting all aspects of doing business including marketing. What impact has an emphasis on digital first in B2B marketing had on the demand for influencers like yourself? Ann: I have definitely seen more of those opportunities come my way because I think, just to your point, all of the traditional B2B tactics of field marketing and in person trade shows and other moments to experience the brands face to face, all of that went away in the past 15 months or so since the pandemic. So what takes its place? That's been what's fueling a lot of that digital transformation happening at B2B companies. Influencer marketing is very much part of that because, how do you build that sort of trust with your audience if you don't have the ability to meet them in person, to sit down, to have a conversation with them? So I think influencers have become a proxy and a conduit for that.
What's interesting and what I see straight up from an influencer standpoint, is that more of those companies seek to have those relationships with me. They're seeking to build those relationships with me in much less of a transactional way. You and I have talked about this Lee, I remember saying to you that this is like the future of B2B influencer marketing. We're going to see more companies start to embrace the opportunity to form relationships with influencers versus, you know, straight up transactional - make it less of an advertising / transactional play. Like here, I'll pay you X amount of dollars if you share my thing, you know? That's more of a B2C model. I think in B2B what we're seeing, and this has been fueled by the pandemic, is that we are seeing those relationships start to happen between brands and influencers like me where they're reaching out to me proactively and saying, "Hey, we don't have a thing right now, but we want to work with you. Can we sort of get to know each other?" And so I think we're seeing an increasing impetus toward an approach that I feel, has more sustainability long-term and it's the way that I like to work personally. So yeah, I think we're seeing a whole lot more of that. What are some of the content collaboration opportunities between B2B brands and influencers that you're seeing more of in 2021? Ann: There are yeah. I want to caveat this by saying that I'm speaking from my personal experience versus, you know, I haven't necessarily polled B2B marketers. So you probably have a better perspective on this too and whether what I'm talking about is actually reflected in the broader B2B community. What I see is more brands looking to have a longterm relationship. Not just, come speak at our webinar, but, can we actually think about this over like a fiscal year? What can we do together in Q1 and Q2 and Q3, so that it becomes much more of a, not quite ambassador, but at least more of a brand alignment, right? So that I'm saying, "I believe in what you do" and and you're saying that you trust me as well.
I think longer-term engagement with a trust foundation to it is definitely something that I'm seeing. I'm also seeing these situations where even if it is about providing a quote for this, or for example, I'll put something in my newsletter that's sort of sponsored but for me, it's not anything that you can buy. It's something where I read the paper and I believe in it. I have a relationship with the company and so therefore I will share it with my audience. So yes, it's sponsored, but it's like, it's sponsored with my whole self. I guess I'm a little bit goofy, but you know what I mean, with integrity, I should say. That is a situation where it'll be over several months, so it's not just like a one and done. But can you help us promote this and here's what's in it for you and here's what we want to give to you and your audience, that kind of thing. I guess to sum up, much more long-term engagements and less transactional, which I think is honestly the foundation of a successful B2B influencer marketing program anyway. But you probably have more perspective on that than I do. It's been really interesting what's happened not just in terms of content creation and the thought leadership through partnerships between executives and external influencers, but also the relationships that are being facilitated. Ann: Yeah, that's really interesting. I think it makes total sense, right? Because in the past 15 months of the pandemic, I think that the brands who have really demonstrated that we're all in this together, have actually had to show up in a real human genuine way and to be there for their audiences. I think that's in part what's driving the kind of collaboration that you're talking about.
Because I do think brands realize that to trust somebody, you've got to know them. And how can you trust a B2B brand unless you sort of see the faces of the people behind the brand? I think that cascades throughout B2B marketing as well as influencer marketing. I think that's clearly one area where we are seeing where that comes to life, Along with best practices there are also bad practices. I'm curious if there are any bad behaviors in terms of how people reach out or engage with you? Ann: I think there's been a few situations where I just, I tend not to engage basically. That's a situation where a big agency will reach out and it's clear that I'm one of many. Like I'm like part of a stable of influencers that they're looking to. And they ask me to respond and fill out this Google form about the size of my audience. I'm not going to do any of that. That's not what I want and that's not who I am. It's not what my brand is all about. That's just not what I'm going to do.
So it doesn't matter to me how much money is on the table, because damage to my brand, reputation and my credibility far outweighs anything else. That's a situation where I just wouldn't engage. I can't even say that it's a bad practice but it's de-motivating. When those come in we just sort of delete it immediately. Or they come at it from a tactic standpoint. I get this a lot. For example, my email newsletter. I've talked a lot about it the past couple of years, it's grown pretty significantly and it has really healthy, open rates. The list is just over 50,000 now. So it's a good, robust list. I get a lot of people who say, will you share this in your newsletter? And I don't know them. I don't have a relationship with you. So if the onus is on me to do the legwork and figure out who you are, what your solution is all about or what your piece of content is all about, then I'm not going to do it. Also, that's not the role of the newsletter. If you know me, and if you're on the list, then you know that, right? So, if you want to get something in my newsletter, then that's not the first step. The first step is engaging me on social, get to know me. All the things that, you know, you do to start a relationship. All the best practices around that. Not. "Will you share this in your newsletter?" That's all the stuff that just ends up being deleted immediately. What are some ways you can imagine someone incorporating influencer content in a newsletter? Ann: If you're a marketer and you're publishing your own newsletter and you want to work with influencers, trying to figure out a way to highlight them in that environment could be something simple, like highlighting some of their content or highlighting them as an individual. Or it could be something more like inviting them to be like a guest editor depending on the relationship. I think there's lots of opportunity there to influence the influencer as part of your brand and not just thinking that your relationship with the influencer is only in the social space. Because I think an email newsletter is just such a rich opportunity to communicate directly with your audience. The degree to which you can invite influencers into that relationship is going to solidify your relationship with the influencer as well. Who are some of your favorite influencers, you know, that would, you know, that operate in the B2B world in some way, whether it's marketing or tech or somewhere else? Ann: Avinash Kaushik at Google. I don't even know if he would consider himself an influencer, but he is. I think mostly because his brain functions so differently. I'm on his newsletter list. I love to read his perspective and his point of view, and follow him on social for the same reasons. Chris Penn is somebody else who you know, again, has a very different approach. But if you took Chris Penn's brain and took my brain and sort of put them together, you'd get like this whole body marketer, you know? I think I come at it very much from the art and high touch perspective and he comes at it very much from a science and analytics standpoint. I appreciate his message so much because he helps me elevate in what I do just by paying attention to what he's doing. I love what April Dunford talks about around positioning. I think she offers some really valuable advice and I always love seeing what she has to say and hearing her point of view on things. You certainly. I think you, and I know it's like your show so I probably shouldn't, but like the work you've done around influencer marketing, I think you absolutely are helping to push the industry forward in terms of like how to do it right. And, and how to create programs that actually do sustain themselves long-term and deliver value for your organization. Thanks Ann! You are a great source of inspiration to B2B marketers all over the world and a wonderful human being! You can also watch the full video interview with Ann Handley here: For more B2B marketing insights, you can subscribe to Ann's amazing Total ANNARCHY newsletter here and connect with her on Twitter and LinkedIn. Also, don't miss out on the MarketingPros B2B Forum coming up October 13-14 this year. Be sure to stay tuned to TopRank Marketing's B2B Marketing Blog for our next episode of Inside B2B Influence where we'll be answering the B2B marketing industry's most pressing questions about the role of influence in business marketing. You can also download The State of B2B Influencer Marketing Report featuring insights from a survey of hundreds of B2B marketers plus case studies and contributions from marketing executives at brands including Adobe, LinkedIn, IBM, Dell, SAP and many more.
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June 21, 2021 at 08:57AM
Google International Small Business Week Launches
Google is dedicating a week to celebrate and help small businesses by introducing a variety of tools and offerings that make it easier for them to find and connect with customers across Search, Maps, Ads and YouTube. The news was announced Monday.
Small businesses -- the backbone of most economies -- typically employ less than 250 people. Micro-, small, and medium-sized companies make up more than 90% of all firms worldwide and account for about 70% of total employment and 50% of Gross Domestic Product (GDP), according to the International Council for Small Business (ICSB).
For consumers supporting small businesses, Google will provide a $10 cashback bonus when people pay with Google Pay on their Pixel phones through July 4.
For small businesses, after adding ways to edit details on the company's Business Profile directly from Search and Maps, Google added more features on the two platforms that enable retailers, and food and local services businesses -- like companies focused on personal care -- to add specific services like beard trimming, or the ability to share menus and accept food orders.
Google also created a new Digital Essentials Guide focused on the basics of being found and transacting with customers on Google and across the web.
Google Searches for “who has” and “in stock” have grown by more than 8,000% year-over-year, making it more important to keep inventory listings up to date online.
Tools to support small businesses with limited resources include Pointy from Google, which creates a connection between the physical store and the Business Profile on Search and Maps so companies can drive more traffic to their store.
As barcodes on items are scanned, Pointy automatically adds the product to the company’s profile so customers can see what’s in stock. Eligible retailers can access Pointy for free through September 30, 2021.
Search, Maps, and Ads are not the only ways for small businesses to connect with consumers. Some 72% of small businesses in the U.S. believe YouTube helps them boost their online presence and to spotlight their products and services. So YouTube will offer some of the same tools on its first YouTube Small Biz Day.
The goal is to offer an easier way to create video ad campaigns in minutes by adding a video ad, audiences that marketers want to reach, and the budget to launch a campaign. The new mobile experience also helps small businesses measure campaign performance.
Barton Springs Mill, an organic heritage grain and corn distributor, made a living selling stone-milled flours to a small community of restaurants and bakeries. Then COVID-19 set in, and Barton Spring Mills Founder James Brown uploaded a video to YouTube to let the community know “We’re still here!” The move pivoted the company from a wholesale model to selling online direct to customers.
The company began posting bread-baking tutorials, teaching bakers in the area how best to use their grains. People baking at home became curious about sourdough starter, which flour to buy and how to use specialty grains. Tutorials soon gained views worldwide.
Blogilates founder Cassey Ho will host YouTube Small Biz Day. Ho built and expanded her business on YouTube for more than 11 years. The channel has about 5 million subscribers and 800 million views.
Along with Ho, Small Biz Day will feature YouTube creators and business owners Molly Burke, Erin on Demand, and TheDomesticGeek. These creators, along with several small business owners, will share their experiences and advice via insightful panel conversations, an instructive how-to workshop, and helpful resources.
YouTube also will host a live streaming event on June 24, that will let consumers shop on YouTube from a select group of small businesses with one-of-a-kind fashion and beauty products, delectable foods, unique lifestyle items, and more.
Those who tune in also can expect panels and workshops.
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June 21, 2021 at 08:03AM
Citi Enlists Dan Levy, Rashida Jones For Digital-First Effort
Citi is promoting its new Custom Cash card with the help of comedians Dan Levy and Rashida Jones.
In a unique twist on cash-back cards, the Citi product actively adapts to individual spending behaviors and automatically offers 5% in returns on the eligible category that cardmembers’ spend the most on each month on up to $500 in purchases and 1% cash back on all other purchases. In short, this card takes the complexity out of cash back.
To amplify the campaign and bring this ethos of simplicity and flexibility to life, Citi is launching a digital-first national marketing campaign deploying strategies ranging from celebrity partnerships to mobile engagements on social channels such as Snapchat and YouTube.
The campaign, created by Publicis, is not using print media or OOH other than Citi Bikes, Citi Field and in branches, says Mary Hines, CMO, U.S. Consumer Bank, Citi.
“While digital was important before the pandemic, it is truly at the forefront of everything we do today,” Hines tells Marketing Daily. “And it was certainly top of mind for the design of the Citi Custom Cash Card as well as our marketing campaign design and rollout.”
Leveraging Levy’s clear comedic voice and style, he and Citi worked in close collaboration to create the series of fun spots which showcase the friendship between him and Jones. Five videos show examples of scenarios where customers can be rewarded. The debut 30-second spot features the comedic duo at a fitness class, gas station and restaurant.
“Celebrities are an immensely powerful way to break through with consumers because they bring the brand voice to life in a new, compelling and relatable way,” Hines says
The effort also includes digital audio ads which are running on iHeart Radio and Pandora. Comprehensive takeovers are planned for platforms such as Flipboard and Twitch.
“We took a step back and asked ourselves how we could show up differently from Citi campaigns you’ve seen before,” Hines says. “That’s why we are exploring new engagement channels – such as Twitch – and engaging celebrities in an exciting, new way. This is such a different card, and in tandem, a wholly different look for us.”
Recent Citi research shows that 82% of millennials' spending varies month-to-month based on their shifting interests and priorities and 87% expressing a desire for a credit card that does the work for them to maximize their rewards based on their changing spending patterns.
More than one-third (36%) said their spending has changed over the last year and their current credit cards don’t reward their new spending patterns. And, going forward, this group is eager to resume their favorite activities and get rewarded for doing so, reporting that they’re most looking forward to traveling (66%), going to a restaurant (45%), going to a concert (31%), going to a party (25%), and going to an in-person workout or fitness class (17%).
For many consumers, earning cash back is the fuel that makes these activities possible, so much so that more than two-thirds of millennials (69%) say that getting cash back is absolutely essential or very important to them when applying for a new credit card.
The top eligible spend categories of the Custom Cash Card are restaurants, gas stations, grocery stores, select streaming services, select travel, select transit, home improvement stores, fitness clubs, live entertainment and drugstores.
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June 20, 2021 at 01:28PM
Virtual Store Tour: Camp Present Shop… A walk through of a kids’ online shopping experience
Camp is a toys and family retailer that is renowned for its innovative approaches to develop experiences for its audiences. In this video Piers Fawkes talks to the founder Ben Kaufman about how Camp went about creating a new safe and simple gifting eCommerce solution for children. It’s smart and simpleGet More Ideas With The PSFK Daily Newsletter
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June 19, 2021 at 10:40AM
Boost Mobile Should Stop Boasting Of 'Unlimited' Data, Watchdog Confirms
Dish Network's Boost Mobile should stop advertising that two of its plans offer unlimited broadband data, given that consumers with those plans face significant slowdowns after exceeding a monthly cap, an industry watchdog reiterated this week.
“Boost Mobile has failed to provide proper support for the use of the 'unlimited data' claim as reasonable consumers understand that term,” the BBB National Programs' National Advertising Review Board said in a opinion publicly issued this week.
The decision upheld an earlier opinion issued by the National Advertising Division.
The opinion stemmed from a challenge by AT&T over Boost's ads for its "Go Unlimited" 4G mobile broadband service. Those ads described the service as “unlimited,” but actually throttled users to sluggish 2G speeds after they exceeded caps of 35 GB per month.
Boost said it disclosed its practices, and that customers who exceeded the cap still received unlimited data, even if at slow speeds. The company also said no more than 7% of its users exceeded the cap.
In March, the National Advertising Division sided against Boost, ruling that it shouldn't use the term “unlimited” under those circumstances.
Boost them appealed to a panel at the National Advertising Review Board. Among other arguments, Boost said customers didn't have contracts, and could change providers at any time if they were troubled by the throttling policy.
The National Advertising Review Board said it agreed with AT&T that throttling to 2G speeds “makes standard data operations virtually unusable, in clear contrast with current consumer expectations about how the availability of 'unlimited data' enables them to use their phones.”
The organization added that “no level of additional disclosure would justify the use of 'unlimited data'” to describe the plans.
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June 18, 2021 at 04:59PM
Shopping Returned To Pre-Pandemic Levels In May
U.S. consumers are ready to make up for shopping time lost to the COVID-19 pandemic. Data released this week from several companies shows a rebound in May 2021 compared with pre-pandemic levels.
Consumers still buy online, but data released from Criteo this week shows that in the U.S., brick-and-mortar store sales returned to pre-pandemic levels -- and that U.S. in-store sales transactions increased 8% in May compared with February 2020.
Some 79% of U.S. consumers in a survey conducted by Yotpo also conducted in May cite they plan to shop more in the coming months. This study also looked at how consumers plan to shop and the type of relationships they prefer to have with their favorite brands.
The survey results from Yotpo -- a company that helps brands collect user-generated content for marketing purposes -- found that 53% of shoppers plan to do a mix of in-store and online shopping this year. Following new habits forged during the pandemic, only 10% of consumers plan to primarily shop at physical stores, while 37% say they plan to shop mostly online. About 53% plan to do a mix of in-store and online shopping.
With 90% of shoppers planning to make purchases online, here’s how they will do it. About half will browse and shop using their mobile phones, and 47% will use their desktop or laptops.
Another key behavior that has changed since last year is consumers' preference for SMS or text messaging to interact with brands, Yotpo’s data shows.
Technology makes it easier for consumers to communicate with brands and their sales staff. Since June 2020, the number of shoppers who have signed up to receive text messages from brands increased 27%, with 75% now having signed up to receive text messages.
The number of shoppers who want the ability to text back and forth with their favorite brands to ask questions rose 31%, with more than eight in 10 shoppers wanting this level of access.
The number of shoppers open to receiving coupons, discounts and promotional offers from brands via text rose 31%, with 85% willing to receive the deals on their phones.
Among shoppers who decide to opt-in to receive text messages from a brand, 69% say they want news of sales and exclusive offers, while 58% want updates about their order status, and 42% want new product announcements.
Email also remains a major part of the equation, with 50% of shoppers saying they prefer brands to use a hybrid approach with communication, opting for both email and text messaging.
When it comes to time-sensitive promotions, 45% of shoppers say email is their preferred way to be contacted by a brand, followed by 35% cite text messages, and 16% cite social media.
Buying direct from brands — online or in stores — continues to increase. Some 60% of shoppers want to see brands offer non-subscription-based product bundles or kits for purchase, followed by co-branded special events. About 47% cited new product reveals or celebrity guest panels, and 49% cited co-branded subscription boxes.
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June 18, 2021 at 10:01AM