Amazon Key uses the company’s new security camera, a smart door lock and the new Key app to grant someone temporary access. A delivery person can unlock your front door using his phone, slide in a package, then lock the door again. The idea is to prevent packages from being stolen from the front stoop or have them get soaked in the rain.
A study published in 2016 in the Journal of Consumer Marketing shows that we mere mortals are highly suggestible. The line between our appreciation of how food looks and enjoyment of how it tastes can become blurred. Researchers discovered that our enjoyment of indulgent foods increases significantly when we take a picture before eating it, and can even boost our experience of consuming “less pleasurable” (by which it means healthy) foods.
I’d suggest that you read this article you if you fancy your tech and a good meal.
Facebook’s research team has published a new report which looks at the key components of the best performing videos on the platform, while also comparing the performance of the same video content across both Facebook and Instagram.
The impetus behind the research is obvious – Facebook offers a video ad option called ‘Placement Optimization’, which enables advertisers to reach people within their target audience across both Facebook and Instagram. But if video content optimized for Facebook doesn’t work as well on Instagram, the option might not prove beneficial, right?
Placement Optimization will show your ads across Facebook’s platforms
To study the potential benefits of cross-platform video usage, Facebook worked with MetrixLab to first analyze 68 video campaigns in order to determine the key factors which lead to optimal video performance on Facebook. Of those 68, Facebook found that only 12% of them were considered ‘Outstanding’ performers, with the majority (78%) either ‘Sub-optimal’ or ‘Problematic’.
According to MetrixLab, the top performers were able to differentiate themselves because they were designed specifically for Facebook, as opposed to being re-purposed TV ads or cross-posted from other platforms.
Based on this, MetrixLab put together a list of four key, Facebook-centric elements which saw video ads perform best on the platform:
1. Incorporate brand identity early (within the first 3 seconds)
2. Show the brand for at least half the video’s duration
3. Make the video as short as it can be and as long as it needs to be
4. Feature the message up-front for those who may not watch the whole video
These tips are fairly generic, and along the same lines as we’ve seen in other Facebook video reports, but given their repeated relevance in such studies, they do bear re-iterating.
When optimizing for Facebook’s feed, you need to consider that viewers will come across your video as they scroll, and with sound off (Facebook is moving to ‘sound on‘ by default, but you should still assume a significant number of viewers won’t have audio when viewing). As such, you need to deliver your messaging, prominently and efficiently, to maximize response.
You can see how Red Bull have taken a Facebook-specific approach with their video assets
But as noted, how does that relate to Placement Optimization? If videos optimized specifically for Facebook perform best on the platform, do they also translate to the Instagram environment?
Unsurprisingly, according to MetrixLab’s research, they do:
“MetrixLab tested [80 ads] on both Facebook and Instagram, and found a crucial correlation in performance between the platforms. This means that ads that perform well in one feed will generally perform well in either feed.”
The research also confirmed their findings that videos not specifically optimized for Facebook performed poorly on both Facebook and Instagram, while feed-optimized videos also performed comparably similar across key performance metrics on both platforms.
But as noted, you’d expect Facebook-commissioned research to support the case for their ad products – otherwise, why would they make them?
And while the insights here are focused on paid ads, it’s interesting to consider the implications for video on each platform in general, that video optimized for Facebook will likely work well on Instagram. Both are feed-based systems, of course, so the correlation makes practical sense, but in order to maximize your social media marketing performance, it’s important to optimize for each platform, rather than cross-posting, so it’s not always the case that one format will work on another network.
The other – and arguably most important – element in this process is audience, and focusing your messaging on the right audience and strategic objectives for each platform, but still, there are some key considerations here for video creators, and important notes on optimizing your content.
In short, what works best for Facebook video likely works well on Instagram also, which may provide expanded opportunities for your video efforts.
You can read the full Facebook cross-platform creative report here.
What many people miss is that Amazon isn’t just experimenting internally with new platforms like Alexa, Kindle, Flex, Marketplaces, and dozens of others. The key here is that each of those platforms then empowers an economy of producers to create millions of experiments. In so doing, Amazon passes the cost of experimentation on to producers, receives income for each experiment, and then doubles down on the blockbusters by creating their own competing brand. It’s a brutally effective strategy.
Read the full post by Jon Bond here
@thebuddygroup is working to help product managers and marketers harness the connected consumer’s varied and evolving onramps to brand engagement.
According to a new report by Narvar, “Bots, Texts and Voice: What Cuts Through the Clutter,” describing how shoppers’ communications preferences are changing with the rise of smartphones, chatbots and voice devices like Amazon Alexa and Google Home. Over two-thirds of shoppers have interacted with retailers using text, messenger apps, or voice devices, and 65% of shoppers who’ve knowingly used a chatbot, enjoy the experience.
Amit Sharma, CEO of Narvar, says “…technology innovation complicates what we already know… that customer communications are never one-size-fit-all… with this research, our mission is to equip retailers with the insights they need to navigate nuanced communications and ultimately create the best experiences possible…”
77% of American adults own a smartphone; every month, people exchange 2 billion messages with Facebook Messenger’s 100,000 active bots; and 30 million households will have a voice-first, in-home device such as Amazon Echo and Google Home by the end of 2017. These technology-driven communication channels are starting to change the way people want to interact with retailers. While more than 80% prefer to get messages from retailers via email, 38% now want to hear from retailers on multiple channels. According to the survey, 79% of shoppers have also used text messages, messenger apps or voice devices to connect with retailers.
Sucharita Mulpuru, a retail industry analyst who collaborated with Narvar on this study, says “… retail brands should seize the opportunity to learn from, and optimize consumer communications, through both existing and emerging channels. The first step is to understand how their customers want to communicate based on elements like urgency, type of message and specific channel… ”
While shoppers typically prefer to receive messages from retailers via email, they’re warming up to text messages and push notifications, says the report. This is especially true if a message is important and contains order confirmation or tracking information. They also want companies to communicate package delays or postponed delivery dates, quickly, and want more communication for high-value items.
- 73% of shoppers consider messages containing order tracking information to be “very important,” while 46% say customer service messages are “very important”
- 84% say more communication is critical if the purchase is an expensive one
- 98% of shoppers say they feel better about a company if they are notified immediately when something goes wrong.
While email still reigns overall, communication preferences vary by age group, says the report. Millennials aged 21-29 prefer text messages and mobile push notifications from retailers more than any other generation, because they’re more likely to see these kinds of messages quickly.
- 43% of millennials aged 21-29 prefer to receive order updates as text messages, compared with 39% of shoppers aged 30-44, 32% of shoppers aged 45-59, and 28% of those shoppers 60 or older
- 33% of millennials aged 21-29 prefer to receive order updates as push notifications, compared with 22% of those aged 30-44, 12% of those aged 45-59, and just 4% of those 60 or older
Retailers are starting to integrate artificial intelligence and voice technology into communications with shoppers. While these channels are still new, the majority of shoppers have at least tried messenger apps, voice devices or live chat. The data underscores that shoppers anticipate using voice-powered devices more.
- 79% of shoppers have used text, messenger apps, or voice devices, and 74% indicated they have used live chat when shopping. Of those who have used these new technologies, 38% could not identify if they were using artificial intelligence, and only 10% knew it was not human
- 65% of shoppers who knew a non-human bot was responding generally liked it
- 29% of voice device owners use it to shop, while 41% of voice device owners plan to shop with it in the future.
The majority of shoppers will try to resolve problems on their own, says the report. Those under 30 are most likely to prefer to fix problems themselves, using the retailer’s website or chat technology. In the future, retailers will need to adopt a hybrid model which applies technology to offer better self-service options, but escalates higher-level issues to humans.
- 55% of millennials aged 21-29 prefer to talk to a person to resolve a problem, compared with 72% of shoppers aged 60 or older
- 88% of under-30 millennials and 73% of shoppers aged 60 or older will try to find an answer to the problem themselves when they encounter an issue with a retailer
The complete report detailing the findings of the study is available online at Narvar.com
The Internet gave us the opportunity to connect in ways we could never have dreamed possible. The Internet of Things will take us beyond connection to become part of a living, moving, global nervous system.
Marketing technology (aka martech) is now a massive industry – and London-based WARC has some numbers on the subject. The market intelligence firm surveyed more than 500 North American and UK brand marketers, finding that the martech marketplace currently sits at about $34.3 billion in annual expenditures for marketers. In other words, marketers are now spending an average of 16% of their marketing budgets on martech, according to WARC’s survey. The firm found that marketers are most likely to use martech tools for email marketing – indeed, about 85% of them are currently doing just that. A majority of respondents also said that they use martech tools for social media, and for managing CRM (customer relationship management) programs.