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Global Businesses Seek To Match, Exceed Consumers' DX Expectations In '22 https://ift.tt/3pfqM9h Despite brands’ desire to deliver adaptive digital experiences (DX), they still fall short of consumers’ rising expectations, a new global study has found. Optimizely, a DX platform provider, surveyed 1,177 executives across e-commerce, marketing and IT functions and 5,000 consumers in the U.S., UK, Germany, Australia and Sweden. We spoke with Kirsten Allegri Williams, chief marketing officer of Optimizely, about the study and what brands can do to up their game.
Inside Performance: A majority say brands need to do a better job of adapting to meet their needs. What exactly do consumers want brands to adapt to meet which needs?
Kirsten Allegri Williams:
With COVID-19’s impact on every facet of consumers’ lives, they now expect seamless digital experiences, adaptability from every brand, precise personalization and accurate, timely acknowledgement of industry trends and societal issues. advertisement advertisement Consumers now require and rely on specific differentiators to be visible so they can easily determine which brand they will invest in moving forward. They need personalized content based on their interests, easy-to-navigate mobile app experiences, fast online check-out and more. Ultimately, being adaptable means that brands can embrace change and evolve quickly to customer expectations.
Inside Performance: Many agree their expectations for experiences with brands are higher than ever. Why might this be so? What do they expect experiences to be? What kind of experiences are we talking about?
Allegri Williams:
Consumer expectations are higher than ever, partly due to the massive digital transformation our world has seen since the onset of COVID-19. Just as technology rapidly evolved over the past two years, consumers' expectations for what a brand could deliver on also increased. Now that consumers have seen what brands can accomplish and deliver on, and the speed at which they can do so, they will be expecting the same from now into the future. When it comes to consumer expectations, a brand is more than a website or a social media page and extends to things like values, including beliefs and actions around DEI (diversity, equity and inclusion), sustainability and more. Consumers also prioritize trusting relationships and expect brands be respectful stewards of their data, using it to improve the digital experience with personal, helpful information while also keeping the data safe and protected. They expect brands to expand distribution channels, deliver intuitive and mobile-friendly browsing experiences and integrate with dozens of third-party data feeds. They want product detail pages to feature high-quality product imagery and video, full product detail information and specs, reviews and the ability to favorite items. Delivering the same static pages to every website visitor can detract from an individualized experience. Put simply, you will lose users who expected a highly personalized and intuitive DX. The brands that prioritize turning their CX into DX will achieve success and stay adaptable.
Inside Performance: Almost half say their expectations for brand experiences are not being met. Why is this and what can brands do?
Allegri Williams:
What this report uncovers is that we’re seeing a gap between what consumers want and what brands are doing. Businesses perceive themselves as more digitally mature than they actually are -- while 9 in 10 believe they must be able to adapt quickly to drive value for their customers, only 46% believe they are adaptive today. At the same time, 78% of consumers say brands need to do a better job at adapting.
The companies and executives who understand how to engage customers and meet their growing expectations by focusing on outcomes, experimentation and testing to drive informed decisions -- instead of making assumptions -- will future proof their organization, lower the cost of retaining customers and remain relevant. These are the outcomes that matter to the business.
However, 70% of executives admit that they cannot optimize as quickly as they would like. Ultimately, despite good intentions, our data shows organizations face challenges in executing on their strategies and achieving their objectives. While technology alone is not the solution to business challenges, it is one to solve. But the tools must be implemented properly, integrated with other systems and embraced culturally to avoid other challenges, like creating data silos. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH November 30, 2021 at 12:55PM
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Streamers Offer Attractive Deals: Hulu, Discovery+ Weigh In With Big Price Reductions https://ift.tt/3DbCWF0 Hulu is on the cheap, hoping consumers jump in. Will they stay in? Premium streaming services of all kinds are making drastic decisions -- promotions for major monthly fee reductions to hopefully garner long-term subscribers. Hulu offers 99 cents a month for a year -- a limited, online-only deal that is available only to new and eligible returning subscribers. Another holiday-season promo, from discovery+, offers the first three months also at 99 cents a month. Paramount+ is offering one month free. Already streamers have expected net financial losses, including Disney+, Apple TV+, Paramount+ and Peacock. Good news: Churn rates -- subscribers leaving existing services -- continue at modest single-digit levels. Current low monthly promotions follow up on all those initial free year-long deals streamers made with Verizon, T-Mobile and others. advertisement advertisement More good news: Consumer spending, post-pandemic, is gaining stream -- even as there are supply-chain issues, resulting in shortages of products, and rising inflation, which may be temporary. The streaming industry is not your cable operations business. Streamers may never get to achieve those high profit margins traditional pay TV providers enjoyed in the 1990s and 2000s. The realization now might be these new streamers -- owned by traditional movie and TV companies -- not only need to get more aggressive when it comes to spending billions on new content, all to keep pace with Netflix and Amazon, but to be keenly focused on long-term consumer acquisition efforts for years to come. Look at Netflix, the industry leader. Most of its customers are at a $13.99 price point right now. That seems expensive versus Apple TV’s $4.99, Disney’s $7.99 and Paramount+, also at $4.99. Is Netflix losing consumers overall? Globally, no. But North American subscribers dipped slightly -- 430,000 -- to 73.9 million. While premium streamers look to offer low price promotions, what about Netflix? Did it also lower its price? Not that we can tell. The marketplace decides. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH November 30, 2021 at 08:13AM
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Liftoff, Vungle TK https://ift.tt/3I3Qk1D Are all mobile in-app video ads created equal? A detailed new study says they are not. Today, Liftoff and Vungle, with a partnership between mobile performance advertising platforms, published a report aimed at helping mobile game marketers grow their user bases with high-performance ad campaigns. The new report is titled “Mobile Game Video Ads Analysis: Optimal Video Lengths and End Cards.” It takes on performance data from Vungle’s ad platform of over 1 billion devices in order to provide game marketers with guidance in various gaming genres. Analyzing 3.7 billion ad impressions and the resulting installs, the report attempts to understand how different advertisement parameters such as end-card type and video length appeal to specific gaming audiences. advertisement advertisement For example, full-screen video ads with video end cards performed best among hyper-casual gamers -- currently the largest audience in mobile gaming. More specifically, the study found that this particular ad type should be about 37 seconds, which is around the length of a hyper-casual game round. Key takeaways from the report also focus on role-playing games, social casino games, strategy games, and puzzle games. To best capture an RPG audience –– gamers eager to dive into detail-rich experiences –– advertisers should stick with long-form ads exploring specific game mechanics. According to the report, 46 seconds in the ideal length, while looping video end cards drive the best performance for the end card. Social casino games, on the other hand, favored concise ads that mirrored the quick cycle of a slot machine. Ten seconds was the ideal ad length with standard end cards. Ad duration was more fluid among strategy gamers. Strong results were reached with ads spanning 20 seconds to 40 seconds. However, according to the data, 33 seconds was the most suitable time mark, accompanied by end cards that automatically redirected players to the app store. Lastly, gamers who love puzzles responded best to ads that were 22 seconds long and clearly illustrated the puzzle’s mechanics. Like strategy games, the best end card was an app-store link. “To thrive in the highly competitive mobile environment, app marketers have to understand how to build and run successful campaigns, and that all starts with effective ad creative,” says Si Crowhurst, vice president of Creative Labs & Brand, Vungle.
Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH November 30, 2021 at 05:02AM
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Create Loyalty With Connected Experiences https://ift.tt/3xxSHF8 In categories where frequency is high and competition is fierce, there are a few key steps to engaging your best customers to deliver an experience that can create durable brand loyalty and brand fidelity. Brand fidelity essentially translates to the strength of the brand bond with consumers. Here’s how to fix your brand loyalty and drive brand fidelity: Understand the customer. Use the most rigorous research approach you can to understand what tactics or benefits could cause customers to change their behavior. This may include habit illumination research, social listening, generative qualitative research, or quantitative segmentation research, all of which should be grounded in behavioral science to uncover rich insights. Balance satisfaction and delight. Customers always want more free stuff. But challenge your thinking to see what else they might like that doesn’t cost much -- or even anything, like skipping to the front of the line. Mystery offers, challenges to unlock bonus points, optimizing UX and feedback loops are all ideas to brainstorm. advertisement advertisement Design experiences that are effortless. Sometimes, the key to innate preference is simply making it easy to buy. Seek to remove friction from the process wherever you can, whether it’s in the way you merchandise or communicate, based on what you know about your best customers. Actively engineer the behavior change you want. Using tools from behavioral science like habit loops, seek to reinforce specific behaviors for specific customers. Sometimes rewards and incentives can be the best way to increase purchase frequency. Does someone shop three times a month? Give them a big bonus for their fourth trip in a month. Create a platform for sales acceleration. Think of your loyalty strategy like a platform -- the connection between your brand, your customers, and your value proposition. There is no more efficient way to reach and shape behavior than with intimate direct relationships based on a fair exchange of value. In the last 18 months, the pandemic has accelerated brands’ digital transformation, particularly in restaurants and retail, where there have historically been fewer direct relationships. The challenge is for brands to embrace the power and responsibility of those direct relationships. Create intimate, relevant relationships with your customers by shaping their messaging, their offers, and their experiences with the data and insights gained through interactive engagement. As privacy becomes more important to relationship gatekeepers in mobile and social, we believe that authenticity will be rewarded with customers who choose to join and engage with loyalty programs. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH November 29, 2021 at 11:16AM
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B2B Influencer Marketing Named Top Marketing Tactic for 2022: What You Need to Know https://ift.tt/3I0qL1r The post B2B Influencer Marketing Named Top Marketing Tactic for 2022: What You Need to Know appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/2wiHYzh November 29, 2021 at 05:57AM
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Food Delivery Service & Grocery Retailer Partner On Add-on Delivery Feature https://ift.tt/3nS9Shw Albertsons Cos. will be the first grocery retailer to pilot DoorDash’s new, multi-store and multi-product delivery initiative. Get More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ November 26, 2021 at 10:18PM
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Waymo x UPS’s Partnership Uses Class 8 Trucks For Autonomous Delivery https://ift.tt/3r7WgAO Waymo, the company behind Google's autonomous car program, is expanding its driverless delivery partnership with UPS through the holidays. Get More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ November 26, 2021 at 02:44PM
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Bell and Howell Creates ‘Store in a Box’ Solution https://ift.tt/3nTZlCo Just as they supported the motion picture revolution in the early 1900’s, the manufacturing company Bell and Howell is now at the forefront of the autonomous order fulfilment revolution more than a century later. Get More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ November 26, 2021 at 02:44PM
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Subscription-Based Video Apps Outpace Ad-Supported Services By Viewer Hours https://ift.tt/3xqvTHm ![]() As consumers spent more time at home during pandemic lockdowns, they also expanded their consumption of over-the-top video (OTT) services. Amid the growth of “cord-cutter” and “cord-never” households, people found programming on apps for connected devices, such as smart TVs and mobile phones. Consumption of apps or services that don’t … Reminder: You are seeing this premium content because you are a subscriber to MediaPost's Research Intelligencer and/or a member of the Center for Marketing & Media Research. This content cannot be viewed by non-subscribers/non-members. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH November 26, 2021 at 09:03AM
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Tubi Now On LG Smart TVs https://ift.tt/3HSZvlv The race to integrate streaming apps in smart TVs and other connected devices continues to accelerate. The latest development: Fox Corp.’s Tubi is now available on LG smart TVs, including LG OLED TVs, in the United States, Canada, Mexico and Australia. Including LG, Tubi is now distributed on 29 platforms, which, according to Fox, is more than any other ad-supported video on demand (AVOD) service. The other platforms include Android and iOS mobile devices, Amazon Echo Show, Google Nest Hub, and OTT devices such as Amazon Fire TV, Roku, Apple TV, Chromecast, GoogleTV, Vizio TVs, Sony TVs, Samsung TVs, Hisense TVs, Comcast X1, Cox Contour, PlayStation 4 and 5 and Xbox One and Series X | S. advertisement advertisement Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH November 26, 2021 at 06:12AM |
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