dien thoai smartphone , dau gia , the gioi smartphone , download game mobile , smartphone , tang truong , khoa hoc cong nghe thong cong , mua ban sim , Smartphone gia re , cong nghe tuong lai , cong nghe 360 , giai tri guongmat.org , su kien trong ngay , thoi trang hi tech , thong tin 360 , may tinh bang , perfect body , kasuman.com , gia vang hom nay , kiem dinh kiemdinh3.com , kinh te viet nam , xay dung viet nam , thoi trang , thoi trang , phu nu viet nam , tin tuc moi online , dich vu bao ve viet nam , bao ve viet nam , cong ty bao ve viet nam , tin tuc moi online , giai tri 24h , tin tuc 24h

Who influence’s the DIGITAL audience ?

It’s very interesting to look at the drivers of decision making. The DIGITAL world has created a “recommendation in the pocket” – what a fantastic term when considering the facts that Fi Bendall has gathered:


According to Nielsen’s latest Global Trust in Advertising report, which surveyed more than 28,000 internet respondents in 56 countries, 92% of consumers around the world say they trust earned media, such as recommendations from friends and family, above all other forms of advertising – an increase of 18% since 2007.
Online consumer reviews are the second most trusted source of brand information and messaging, with 70% of global consumers surveyed online indicating they trust messages on this platform, an increase of 15% in four years.
More than 80% say user-generated content from people they don’t know influences what they should buy and indicates brand quality.
51% say it is actually more important than the opinions of their friends and family, and far more trustworthy than website content.

Fi Bendall writes on

A priority focus for digital marketing is ratings and reviews, as conversion will increase likelihood of purchase for 55% of consumers.

In addition to consumers turning to each other during the purchase funnel, we are now seeing a substantial increase in content being consumed through mobile.

The growth Google is experiencing in mobile accessed search is nearly 21% of organic search visits occurred on mobile devices in Q3, up from 18% in Q2, according to Rimm-Kaufman Group (see chart below). For paid search, 16% of clicks and 11% of ad spend were mobile.

bendall_151112_a

In terms of conversion, mobile content is driving consumer purchase, so if you get this wrong and you aren’t concentrating on a “recommendation in a channel in the pocket” your digital marketing is not going to work for you:

70% of all mobile searches result in action within 1 hour; 70% of online searches result in action in one month.
Nine out of 10 mobile searches lead to action, over half leading to purchase.
61% of local searches on a mobile phone result in a phone call.

Take two simple facts:

We rely on recommendation for purchase.
We are increasing our search for information through mobile devices. Traditional ads and banner ads do not present well on a mobile device, the “people and channel in a pocket” impact requires a rethink about what a digital marketing strategy should be.

Key questions need to be addressed:

1. How will you drive user generated content that drives a recommendation or even simple user rating?
2. Will you make that content mobile ready as an app or mobile website?

3. Where will you drive the consumer action to from your mobile?

4. How can you optimize the content so Google can find you?

Commenting on the lousy nature of mobile marketing, Business Week debates the value of the promoted story and/or tweet for driving a response, as it is still the friend recommendations that are driving a consumer to purchase. This is even more important given the personal nature of mobile devices and the general anti-consumer response of having ads pushed through our social networks.

Therefore, not changing your marketing approach to a recommendation in a pocket is folly.

Best case in point

Amazon and eBay get how to market and sell to us, with user rating a central pillar in their proposition. This has been successful since the 1990s and it’s a surprise that brands don’t realise a rating and review is far more valuable than a “Like”. Their mobile app approach is well regarded, well established and works to drive sales and interaction. This is certainly NOT new territory, but certainly seems to be challenging the marketer today.

The conclusion is clear: traditional advertising doesn’t work online or on a mobile device and the world is not standing still, as the ad man grapples with the purchasing intent driven by people, not the brand ad.

bendall_151112_b

 

 

Posted in Posts

Leave a Reply

Your email address will not be published. Required fields are marked *

*

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>