Great Stuff from Duval Union Consulting – Carole Lamarque
In France, digital banking users ages 35 and younger are far more likely to access their banking services via a smartphone than a tablet. Older generations use both devices for their banking needs, not necessarily preferring one over the other.
February research from the CCM Benchmark Group surveyed 2,017 internet users ages 18 and older.
More than half of digital banking users ages 35 and younger said they used their smartphone to access banking services in the past six months. To compare, 30% of respondents in that same age group used a tablet.
Some 30% of 35- to 54-year-olds said they used a smartphone device to access banking services, and 22% said they used tablets. Similarly, 17% of respondents ages 55 and older said they used their smartphone to access banking services. A few more, 20%, said they used their tablets.
The study also looked at digital banking activities that are conducted via a desktop vs. a mobile device—whether it be a smartphone or tablet. An overwhelming majority (93%) of digital banking users check their accounts via a device mobile. Additionally, 58% used a mobile device to make an internal money transfer to another account within their banking network.
Firstly, lets start with the basics, what is a micro-moment?
In a nutshell, mobile has significantly changed the customer journey by allowing us to be ‘always on’.
The traditional journey is now different and broken down into lots of real-time, intent-driven search queries.
Google breaks them down into the following ‘Moments’:
- Is it worth it
- Show me how
- Time for a new one
- Didn’t plan for this
- One step at a time
- Ready for a change
- New day new me
- I wanna talk to a human
There is also a lot of emphasis on:
- Be there: ensuring you are visible.
- Be useful: deliver relevance in their micro-moment of need.
- Be quick: mobile UX, site speed and page structure.
This graphic from the Think With Google site sums it up nicely:
Think about your most recent purchase and how you can fit this into the context of the list above; how you searched, where you searched and what the outcome was.
So where do you start with capturing these micro-moments? This might seem daunting but break it down logically and it’s pretty straight-forward:
- Understanding audience
- Persona creation
- Mapping moments to personas and keyword research
- Competitor analysis
- Content structure
During the rest of this post we are going to focus on the ‘be there’, ‘be useful’ and ‘be quick’ sections of the micro-moment.
While I can’t cover all aspects of the ‘be quick’ recommendation such as site speed, we can consider the way content is structured for mobile to ensure it’s easily navigable and consumable (which kind of falls into the useful bit too).
We start by putting a huge focus on audience insights and content personas.
After all, if you don’t understand your customer and their needs how can you execute a successful content strategy to support them throughout the purchase funnel and ultimately increase conversions.
Once we have defined these personas we can then begin to think about their individual needs in the buying cycle and look to capture this traffic with content.
Here are a few simple examples on where to gather insight from:
1. Internal data
Clearly the most valuable place you can begin is with your own customer data.
If you are lucky enough to have mosaic data or have done focus group research in the past then use it!
If not, then as a minimum export sales/conversion data and segment into persona-related data where possible (depending on the data you have).
As a really top-level example, this could be age, gender, location and category of product purchased from. Google Analytics demographics will also help with further insight.
2. Social data
When it comes to audience understanding, where better to look next than at your (or your competitor’s) social data.
In my personal opinion Facebook Audience Insights data accessed through the Ads Manager is brilliant for audience understanding, and best of all it’s free.
The tool is supposed to help with your Facebook Ad targeting, however this data can also be used for persona creation and developing content that resonates with your audience.
3. YouGov audience profiler (free tool)
The YouGov Profiles tool is great to get more insight on your audience.
Simply type in your brand, a larger competitor or pastime and it returns lots of rich data on your specific audience.
Each brand will be different when thinking about the number of personas you are going to have, and it also depends on the amount of time and resource you have available.
Firstly you need to be realistic with what you can achieve and service properly, and also think about whether you need a persona set per product category or whether you can use the same set across the business.
Too many personas will potentially dilute what you are trying to achieve, and only having one will lead to the content being too narrow and not appealing enough to the larger audiences.
Broadly speaking we normally look to use between three and five personas per category/business.
Below is an example on how to formulate these personas along with a handy link to the template.
There are several methods available for SEO competitor analysis.
In my opinion SEM Rush is a pretty efficient way of checking not only what your competitors are ranking for, but also any Answer Boxes they currently own.
By searching for said competitor/site then selecting ‘organic search positions’, you can see the terms your competitor ranks for. This can be exported and filtered until your heart’s content!
The next level is to look at which Google Answer Boxes are they capturing. To see this simply filter by SERP feature, then featured snippet:
Then sense-check against the terms in the SERP:
As you can see, these Answer Boxes are appearing at the top of the organic results and capturing a lot of real estate in the SERP, so it’s great for awareness and capturing traffic at the top of the funnel.
Google doesn’t automatically scrape the first result either. We’ve seen Answer Boxes being won by terms ranking within the top five.
We’ve also seen great success with some of our clients utilising these, and with no ads down the side of the SERP there are some people speculating that this will allow extra space for the Knowledge Graph.
Mapping moments to personas (be there/be useful)
Once the personas have been created we then need to understand their individual needs and how to ensure you have the right content for them at every stage of the purchase funnel.
So let’s start that process. Choose one of your personas and think of queries that fall into each of the ‘moments’ listed at the top of this post.
Now in terms of keyword research around these, I’m not going to teach anyone to suck eggs as I’m sure most will know your keyword sets and there is already enough information on this available elsewhere.
However, to capture these micro-moments, keyword formulation should be considered in a slightly different way to really start to understand where the opportunity is, how the consumer will want to consume the content and ultimately how to structure that content to meet their needs.
Start by using Google’s Keyword Planner to look at search volumes.
These deliver the what, when, how, why and sematic phrases for your head terms, and both churn out cool suggestions like this:
These terms should be considered when formulating functional content on product/category pages and also when creating blog strategies to capture this additional opportunity.
So, not all of these suggestions will be relevant to your customers, but when you collectively understand and map them out and tie them back to your content personas, it will help inform your content strategy.
To help you map this out, I have created an example template for you to download here:
Content and page structure: ‘Be Quick’ / ‘Be Useful’
Content structure is a key reason for why Google displays Answer Boxes from sites that have well-designed pages that answer the question quickly and efficiently.
Think back to the intro with the change in search now being based around hundreds of real time, intent-driven search queries.
It’s also critical that you take a mobile-first view on these pages so users can easily navigate to the part of content that answers their question, rather than having to infinitely scroll (we know how much it annoys us all!).
Below is an example of how to structure content well:
Rather than have multiple pages for multiple micro-moments, I’d recommend creating pages that answer multiple queries/micro-moments around a similar topic or theme.
Critically the page starts with a relevant H1 tag followed by some above-the-fold succinct content which answers the user’s query within a couple of sentences.
Then, if you have multiple questions or areas to cover in the page then create these in a bulleted list with anchor tags that link to the relevant part further down the page.
These ‘sub-sections’ should be titled with an H2 with the detail being displayed clearly using tables and lists to make it easy to consume.
Getting the audience part right is the first big hurdle, but once you have your personas nailed down, do your competitor analysis to see if anyone is really owning this at the moment and see if you can take any inspiration.
Then use keyword research and some of the query tools I’ve mentioned to really define micro-moments and pinch points that your customers might be struggling with and map those to the personas to help prioritise content.
Once you’ve made it that far create and structure your content while always considering:
- Be there.
- Be useful.
- Be quick.
Companies need to engage in long-term thinking about their digital strategy.
ABOUT THE AUTHOR
Gerald C. (Jerry) Kane is an associate professor of information systems at the Carroll School of Management at Boston College and the MIT Sloan Management Review guest editor for the Digital Business Initiative. He can be reached at firstname.lastname@example.org and on Twitter at @profkane.
Ubiquitous self-driving cars would have a number of impacts on a variety of industries
- Auto Dealers. Automobile dealers would be significantly impacted by the widespread adoption of self-driving cars. When cars can drive themselves, they don’t need to wait for their owners to pilot them. Passengers can subscribe to an Uber-like service that will be dispatched to pick up passengers on demand. This shift means that individual people won’t necessarily need to own their own self-driving cars personally. If so, it could undermine the current value of the network of automobile dealers who sell these cars to individuals. It may be that an Uber-like company owns the cars in a fleet and dispatches them to customers as needed. Alternatively, companies or individuals could own and maintain a small fleet of cars that plug into the Uber network. Some combination of this structure is also likely, much as Amazon now acts as a clearing house for many small retailers while also selling goods directly. In fact, due to their existing competencies of managing capital requirements and servicing cars, the dealer networks could become key players that operate and maintain the network of self-driving cars. It would, however, likely require a significant shift in strategy and competency from sales to operations.
- Auto Manufacturers. If the auto industry no longer sells primarily to individuals, it also changes the design options available to the industry. It can potentially shift design more toward utility than customer preference. It raises the possibility for designing cars that are not optimized for passenger loads composed of individuals or family units and their cargo. We could see greater development of single passenger vehicles, larger vehicles capable of customized mass transportation, or smaller vehicles designated for cargo.
- Government. The shift toward self-driving cars has implication for government services. Self-driving cars can collect data through their sensors and this data can be uploaded to the cloud and sent back to the cars to optimize routing and traffic flows. It could challenge the dependence on public transportation, as larger self-driving busses can develop customized routes to pick up passengers as needed and in response to current weather and traffic conditions. Different types of traffic control systems may be necessary in a world where cars can communicate directly withone another about routes and intentions instead of following posted rules.
- Retail and Restaurants. Retail stores could begin to use self-driving cars as a delivery infrastructure. The restaurant ordering platform Olo has recently gotten $40M ≈ Electronics/communication industry 2011 political donations”>[≈ Health industry 2011 political donations] in funding to expand their Dispatch platform, which integrates restaurants’ software with Uber’s platforms to enable on-demand delivery drivers. This software can also adjust delivery radius, food preparation schedules, and fees to optimize food quality through the delivery system. In this scenario, self-driving cars become available to all businesses, which has implications for store design and placement. The data generated by this delivery infrastructure can aid in location development and predictive analytics for staffing. The public’s acceptance of self-driving cars may also pave the way for a similar infrastructure of aerial drones for smaller deliveries.
- Real Estate. Self-driving cars will also have implications for real estate valuations. More urban locations may become more valuable in certain situations, because parking no longer becomes a constraint to access. Conversely, more suburban locations may also become more valuable as traffic is reduced and people can use the commuting time for tasks other than driving. These shifts have implications for where companies choose to build office locations.
Will any or all of these trends actually come true? No one knows. But it is certain that digital trends will have unexpected implications on your company’s strategy. This exercise simply represents a small set of general possible implications for a single technology. Self-driving cars may affect your industry differently than the reasons mentioned here. Other technologies — such as 3-D printing, virtual or augmented reality, Internet of Things, and artificial intelligence, just to name some big categories — all have a similar sort of inevitability and may have a greater impact on your business.
If executives don’t think through some of these possible implications, their companies are virtually guaranteed to get caught flat-footed when they do become reality. It also could mean that optimizing for short-term strategies may lead the organization in exactly the opposite direction of these longer-term digital trends. Companies should engage in similar types of thought exercises on at least a yearly basis to remain prepared to confront an increasingly digital competitive landscape.
Walls. In todays Europe, they are everywhere. Dividing countries, sorting people by religion, sexual identity or color. Separating those who have from those who have not. Soon, the only thing reaching higher than these walls will be music.
To reach over walls Tele2 (http://thesoundofeurope.com) now launches the initiative “The Sound of Europe”. The world’s first crowdsourced singing voice. One voice made of thousands – for all the people that are shut out. For Openness. For Love. For Everyone.
The track was produced exclusively for The Sound of Europe by Pontus Winberg (Miike Snow, Avant, Amason). All proceeds go to the Swedish NGO Radiohjälpen.
Download the app now:
App Store: https://itunes.apple.com/app/id110384…
Google Play: https://play.google.com/store/apps/de…
YouTube ROI is higher than TV in 77% of campaigns
This research was widely reported this week; Google’s latest attempt to lure TV ad spend to online video.
A meta-analysis of 56 case studies across eight countries showed that advertising on YouTube delivered a higher ROI than TV in 77% of cases.
Looking in-depth at 17 of these case studies, 80% were recommended to more than double spend on YouTube ads.
The research was carried out with a range of partners, the following carried out by Kantar Worldpanel using media mix modelling:
- Mars UK ran a Snickers campaign in summer 2015. Testing the mix of TV and online video activity in order to maximise in-store sales, the results showed that YouTube delivered more than double the ROI of TV for each pound spent.
- Danone’s French campaign for Danette desserts saw an ROI two to three timeshigher for YouTube than TV for every Euro spent. 7% of the sales were attributable to the online video activity.
Brits are 63% more likely to open an email with an emoji
Mailjet’s research was conducted on a 15,000 strong sample of its database.
- In the US, the average increase in open rate from emojis drops to 43%.
- ‘Face with tears of joy’ was the most successful emoji, generating an open rate of 41%.
- Average open rates fell by 11% among French recipients, showing that perhaps emoji are not the answer to every problem.
At time of going to press, I don’t have the raw data or methodology for this study, so although it’s an interesting topic, you’ll have to watch this space for a link.
It would seem ‘face with tears of joy’, the Oxford English Dictionary word of the year, may also be an effective marketing weapon.
Cost of poor content
Shotfarm has produced a report on product information, looking at how product content affects online sales.
The survey of 1,500 consumers revealed the following:
- 78% of consumers said product information is very important when making a purchase decision.
- 42% of consumers have returned an online purchase in the past year due to poor product content.
- 56% of consumers have abandoned their online shopping cart due to poor product descriptions or low-quality images.
33% of marketers admit company culture is a barrier to digital investment
Econsultancy’s Marketing Budgets Report 2016, sponsored by Oracle, includes some fascinating data from the seventh year of the study.
72% of the 500 marketing and agency respondents said they would be increasing digital marketing budgets in 2016. This was slightly down on last year (79%).
Other findings include:
- 16% are decreasing paid media spend, compared to 9% in 2015.
- 33% of marketers admit company culture is a barrier to digital investment.
The chart below shows how 2016’s respondents seem to be less confident in a number of areas including working towards cohesive customer experiences, breaking down internal silos, achieving boardroom buy-in and innovating.
On the brighter side, 54% are planning to recruit more people into their digital teams next year (compared to 51% last year).
Under 35s account for 55% of mobile searches
Data from Bing search trends have revealed the following changes:
- The number of questions asked on smartphones is growing by over 20% year-on-year.
- Under 35s account for more than half of smartphone queries (55%).
- Over 50s continue to dominate searches on tablets (40%).
- Women currently make six in 10 searches on smartphones and tablets.
The chart below shows which categories see more search share on mobile.
86% higher spend on social advertising year-on-year in Q1 2016
Spend on social advertising jumped 86% year-on-year (YoY) in the first quarter of 2016, boosted by a 122% rise in mobile ad spend, according to the latest quarterly global data from Kenshoo.
Instagram ads and Facebook Dynamic Product Ads helped push social spend in the first quarter higher than that of Q4 2015, atypical for the season.
In paid search, much of the 13% YoY growth for the quarter came from a 77% increased spend on smartphone ads.
98% higher spend on Product Listing Ads (PLAs), generated three times more clicks than a year ago.
eBay.co.uk Spring spending
eBay Advertising sent me some stats about purchases on eBay.co.uk in May 2015, when it seems home improvement is in order.
- 8m purchases were made in the Home, Furniture and DIY category – three purchases every second.
- Shoppers made 26 searches per minute for “sofa” in May 2015.
- 1.4m were made in the Garden and Patio category, when searches for “BBQ” peaked at over 300,000.
Smartphone sales growth 101% in UK, tablets just 6%
The IMRG Capgemini e-Retail Sales Index looks at ecommerce in the UK. Its Q1 2016 results revealed the following:
- 15% YoY growth for Q1, over double the growth in Q1 2015 (excluding travel).
- Smartphone sales growth (101% YoY) far outstripping that of tablets (6%).
- Average basket value (ABV) increased from £77 (Q1 2015) to £81 (Q1 2016).
- The Home and Garden sector saw its highest increase (26%) since February 2014.
Mobile responsible for majority of traffic to top 25 UK retail sites
The majority of visits to the top 25 UK online retailers in Q1 2016 came via mobile (2m) as opposed to desktop (1.6m). A pattern also seen in Q4 2015.
Very.co.uk recorded the highest mobile share (72%), followed closely by New Look (70%) and Argos (69%).
Ebuyer.com recorded the highest desktop share (62%) followed by Ocado.com (60%) and ASOS (52%).
Traffic sources were as follows:
- Direct traffic was responsible for 1.6bn visits (a 42% share).
- The second highest source of visits came from organic search, 1.05bn visits (29%).
- Referrals from third party websites (top two being eBay and Hot UK Deals) accounted for 709m visits (19%).
- Paid search accounted for 134m visits (4%).
Ecommerce in Italy
Casaleggio Associati presented Italian ecommerce figures for the tenth year to the Milan Chamber of Commerce.
2015 turnover is estimated at 28.8bn euros, putting growth at its highest since 2011.
An overwhelming majority of adult internet users now buy online, with clothes and leisure items the leading purchase categories. Mcommerce, however, is lagging, with most digital buying still taking place at home, on desktop PCs.
Digital shopping is now commonplace in France, according to a study from Microsoft’s Bing Adscarried out by research institute Ifop in February 2016. More than half (53%) of internet users polled said they frequently bought goods or services online, with a further 28% making a digital purchase every two or three months. Only 19% said they bought on the internet less than twice a year.
The research also found that 74% of web users had bought clothing via digital channels, making it the top product category among France’s digital buyers. Leisure items weren’t far behind, with 70% of digital buyers completing such purchases. Many other types of products and services now change hands online as well. About two-thirds of the sample had made travel or tourism bookings, and at least 55% bought consumer electronics, home furnishings, household appliances, health and beauty products or other services.
When it came to their online search habits, fully 43% of respondents said they used search engines while shopping. Moreover, 26% said they were especially sensitive to visual images within search results, and 38% said they wanted to see products before clicking through to a retailer’s site.
Of course screen size is an issue for any brand planning to use visual elements in this way. But France’s advertisers have little to worry about on this score, at least in the short term. Desktop PCs remain the preferred device for digital transactions; 87% of respondents said they used it most often to make purchases. Similarly, 98% of those polled said they tended to shop at home, rather than on the move or at work.
As these figures suggest, mcommerce isn’t yet a mainstream activity in France. Overall, just one in 20 digital shoppers said a smartphone was their most-used device for digital purchases, and 8% said they bought most with their tablet.
Why aren’t more of France’s consumers taking up mobile buying? The Bing Ads and Ifop survey noted three major barriers. Data privacy was the top concern; 46% of web users polled said they worried about the security of their personal information. But online sellers were also failing consumers in other ways: 39% of respondents said many retailers’ websites weren’t well adapted for mobile shoppers, and 35% said the available payment options made little or no provision for mobile customers.