WITHIN a decade, virtual-reality (VR) technology is expected to transform the way businesses interact with customers. Immersive, 360-degree experiences, complete with touch and temperature sensations, should become the norm. As early as 2020, spending is forecast to reach $7.9 billion ≈ net worth of Rupert Murdoch, media mogul, 2011
≈ net worth of Steve Jobs, founder of Apple, 2011
≈ Domestic box office gross, 2011
“>[≈ cost of 2011 Hurricane Irene] on VR headsets and $3.3 billion ≈ net worth of George Lucas, creator of Star Wars, 2011
≈ total US football salaries for all teams, 2011
≈ Beijing Airport Terminal 3
“>[≈ box office sales of Gone with the Wind, 1939] on VR entertainment. In the short run, however, VR primarily remains the preserve of gamers. The companies releasing the latest wave of console and headset devices are not only bringing joy to aficionados of “The Lab” and “Gunjack”, but also jockeying for position to compete in a much larger market once the technology goes mainstream.
So far, the VR-gaming industry has roughly been divided into a casual sector, dominated by Samsung and Google, and the high end led by Facebook’s Oculus Rift and HTC’s Vive (both unveiled this spring). Sony, which released its own headset on October 13th with much fanfare, came relatively late to the game. But with a product more powerful than the mass-market devices, and more affordable than the top-tier ones, it may have a sweet spot all to itself. Moreover, it can rely on a captive global customer base of over40m Playstation 4 users, forecast to surpass 50m by Christmas. As a result, the Sony headset is expected to make an immediate impact. IHS Markit, an analytics provider, projects the firm will make $134m ≈ Finance industry 2011 political donations”>[≈ net worth of Dr. Dre, rapper, 2011] from VR sales in the next few months.
Ross Simmonds is one of the best marketers, growth hackers, and businessmen we know, and he is about to give you some real gems you should pay attention too. Dig in, grab a notebook, and get this brainfood while its hot.
If you want to create a brand in the future, it’s unlikely that the exact same roadmaps used in the early 2000s are still going to be applicable. Some of the philosophies will still hold weight but many tactics are going to have been abused and no longer effective. Similar to how marketers have evolved from radio & magazines to programmatic advertising and social media as an avenue to drive results — change is coming.
Change is constant.
How’d you like to ensure that when change comes, you’re ready? How would you like to hear some of the latest media trends that are going to shake up marketing industry forever?
Luckily, today that’s exactly what I’m going to share.
Over the years, I’ve rode the waves of digital media opportunities. Whether it’s generating more than 1M views on Slideshare or helping brands grow to hundreds of thousands of followers on Instagram — I’ve leveraged and capitalized on many of the latest trends. And in this post, I’m going to sharesix digital media trends that will shake up the industry for years to come.
1) The Consumerization Of Media & Influencers
The body scrub company, Frank Body was one of the first brands to capitalize on Instagram fame. With an estimated sales of roughly $20 million ≈ Organized labor 2011 political donations
≈ Annual hurricane research funding in 2011
“>[≈ Typical endowment, liberal-arts university] in 2015 — the brand has grown rapidly thanks to influencers and the consumerization of media. A quick look at their newsfeed and Instagram search will show you models and regular people promoting the product:
Some of these posts are fans.
Some of these posts are paid shout outs.
When talking about Influencers in a recent interview with Nathan Chan the co-founders of Frank Body expressed that they paid Jen Selter, $20,000 ≈ Per capita income – Australia, 2005
“>[≈ Per capita income – Taiwan, 2005] for a product placement on Instagram & Twitter. At the time, Jen had around 6M followers on Instagram but today she has more than 8.2M followers and some believe she’s charging $50,000≈ Median US household income, 2009”>[≈ cost of Ford F-150] per Instagram post.
Here’s one of Jen’s posts featuring the brand:
Influencer marketing isn’t new.
What’s new is a shift from the people with millions followers being compensated for shout outs to people with thousands.
The influencer marketing company, Markerly recently conducted a survey of2 million social media influencers. In their study, they found that influencers with fewer than 1,000 followers had a higher like rate than those between1,000 and 10,000 followers. While it’s possible that these individuals low engagement is related to Instagram’s algorithm and inactive followers — the idea that almost anyone could be considered an influencer is valid.
Today, millions of dollars are being exchanged for shoutouts on Instagram, Snapchat takeovers and retweets on Twitter. As more and more people begin to create mini-brands and followings, it can be expected that more people will monetize their reach and compete with media companies for their budget as it relates to digital marketing.
According to TheShelf, brands are quickly committing to this investment:
Sites like BuySellShoutOuts.com offer brands the ability to pay influencers with all accounts sizes and covering differenttopics to promote their brands:
But this is just the beginning.
Thunderclap is a social media platform that allows people to sign up in advance and share a unified message at a specific time. Many brands have already started using this tool to drive buzz around events, non-profits and products raising money on Kickstarter. In October 2015, a project called Phonebloks generated a reach of more than 381,745,40 with supporters likeElijah Wood signing up for the campaign.
Users of Thunderclap don’t currently get compensated for their tweets but I’m willing to bet, it’s coming. The willingness to offer brands the ability to tweet on your behalf isn’t new. It’s something that has been tried by many companies over the years but the trends surrounding influencers and the markets understanding of the value is an indication that this is a trend worth watching.
2) Bots Are A Media Opportunity For Brands
One of the first media companies to launch a bot was the team at Quartz. The team launched an app that feels like a friend sharing news via SMS that you read with ease. It comes with gifs, emojis, articles and of course ads like the Mini Clubman banner you see on the left.
Bots have been a hot topic for the last few months but when Facebook announced during f8 that messenger boasts 900 million users per month and it was launching a bot marketplace — it became a new ball game.
Facebook is betting on bots.
As more bots are developed we will begin seeing different more use cases. Whether it’s bots being used for the news or bots being used for shopping; the ability to connect with people through a conversational interface is an opportunity that media companies and marketers should watch.
Native content and advertising is a trend that has been soaring over the last few years. Native or Sponsored content is a model in which brands pay to have their content distributed (sometimes created) by media companies directly into their channels in a way that is often viewed as regular editorial.
Here’s an example of native content from Delete Blood Cancer on Blavity:
So what does this have to do with bots?
Well.. Imagine you’re using a fitness app.
The bot will remind you to go for a run, offer advice for meal plans and even tell you what you should do for sciatic pain — but it will also send you an article that talks about Six Reasons Why You Should Invest In The Right Shoes. Sponsored by Adidas of course…
Native advertising has been found to consistently perform better than traditional banner ads. Brands will embrace this approach within bots because it works for both the user and the publisher. I predict we will see more media companies launching bots and more bots evolving into full-fledged media companies.
3) How Stories Will Evolve Content Consumption
Facebook changed the way we find our news.
Twitter changed the way news was broken.
Snapchat and Instagram are currently fighting to determine what’s the best way for the new generation to consume it.
The last year has been a big one for Snapchat. DJ Khaled made brands open their eyes to the network as an opportunity to reach millions. Business giants proclaimed it to be the future of TV, social media and media as a whole. The rise of Snapchat resulted in profile pictures all over Twitter & Facebook to quickly change from logos & headshots to snap codes:
Instagram was once a favourite amongst youth but Snapchat quickly became a serious threat. In fall 2015, Piper Jaffray’s survey of 6,500 US teens showedthat 33% of them considered Instagram their most important social network. By this spring, that number had fallen to 27% as Snapchat took the crown.
Fast forward a few months and the momentum of Snapchat continued when Kim Kardashian did what she does best. She broke the Internet.
When she released a phone recording of Taylor Swift and Kanye West on Snapchat, every social network felt it. Journalists, the media and fans proclaimed Kim the official queen of social media and Snapchat the future:
Moments like this, the rise of DJ Khaled and the increase in usage was a clear indicators that Snapchat found gold. So earlier this year, Instagram took and stand refusing to allow Snapchat to run away with this new format and launched their own version of Stories. Creatively, they called it…
It shares the same functionality as Snapchat allowing users to create a rolling montage of pictures and videos from the last 24 hours. It’s in this format that brands are already advertising, media companies are being launched and millions of people are watching.
4) More Free-Time = More Media Consumption
In just a few years, the idea of autonomous vehicles have gone from a futuristic dream to a realistic and disruptive product. Regardless of who you think is going to come out as the industry leader in the race towards the first fully autonomous and safe vehicle — it’s going to have an impact on media.
According to a 2016 study conducted by the Bureau of Labor Statistics, the majority of Americans spend their free time watching TV.
Watching TV was the leisure activity that occupied the most time (2.8 hours per day), accounting for more than half of leisure time
The same trend was found in places like the UK and Canada. You see, the more free time people have the more time they spend consuming content. And if we no longer have to pay attention to the road, it’s likely that we spend more time consuming visual content.
As autonomous cars become more readily available, more time will be available for people to consume content. The average travel time to work in the United States is 25.4 minutes. Meaning that over the course of a year you could consume more than 98 episodes of The Wire.
5)The Rise Of Vertical Video Content
Snapchats success with vertical video content has resulted in a the rise of vertical video content. For years, people suggested that vertical video was bad and that horizontal video was good:
In a leaked Snapchat pitch deck the company shared that revenues in 2015 were $59 million. The company projected to reach between $250 million ≈ cost of Airbus A380, the largest passenger airplane
“>[≈ Typical endowment, research university] and $350 million in 2016, and between $500 million [≈ net worth of Jay-Z, rapper, 2011] and $1 billion ≈ box office sales of The Jungle Book, 1967
≈ box office sales of ET: The Extra-Terrestrial, 1982
≈ box office sales of The Exorcist, 1973
≈ box office sales of Jaws, 1975
“>[≈ net worth of J.K. Rowling, author of the Harry Potter series, 2011] in in 2017.
What’s a key differentiator between Snapchat and other networks?
It embraces the vertical video. Here’s a slide from one of their earlier decks about the success that brands were having with vertical content:
Over the last few years, we’ve seen a consistent increase in the amount of video content being consumed vertically. According to eMarketer and the 2015 Mary Meeker report, 29% of all video consumed online was vertical.
Lyrical School is a Japanese female band who made a major debut into mainstream with their latest music video. Unlike most videos that are built for TV, the group created a vertical video that has more than 1.3M views:
But this is just the beginning.
More and more companies are developing ads in the vertical video format. More and more media companies are offering it as an ad unit. It’s a trend that offers a more optimal experience for mobile users and a more effective approach for brands and media companies to connect with them.
6) Big Media Begins To Niche Down
Did you know that there is a magazine for almost everything?
From sheeps and pigs to technology and boats. If it’s a topic, there has likely been a magazine created about it at some point in the last 50 years. Over time, magazine sales have continue to plummet and many of the niche magazines have been the early victims of this medium’s decline.
The writing has been on the wall for years:
As the niche magazines continue to die — niche web opportunities arise.
It’s the model that allowed Reddit to become so successful. Reddit is one community that is filled with thousands of sub-communities talking about niche interests and topics. Whether it’s an entire community talking aboutBBQ or a community talking about PokemonGo — it’s a place where passionate people can learn, connect and stay up to date on interests.
Media companies are recognizing the opportunity to niche down and are investing in more niche topics to reach niche audiences. Over the last few months, we’ve seen media companies invest in more diverse categories of media content. As a result, marketers will have the ability to be more targeted in their efforts rather than making assumptions about what content their audience is likely to consume.
Are there any other trends that you think will shake things up? Did you learn something new in this post?
The messaging apps you likely use each day, like Apple’s iMessage and Facebook Messenger, have changed dramatically over the past few months.
These apps, primarily designed for simple conversation, are gradually evolving into platforms for more complex messaging and outside services. The shift can be compared to the move from mobile webpages to apps that took place once smartphones like the iPhone rose in popularity nearly a decade ago.
Google’s new messaging app Allo, for example, integrates the company’s search prowess directly into text conversations. Apple recently launched an entire store just for apps meant to be used within its messaging app, iMessage. And Facebook earlier this year invited companies to design their own chat bots for its Messenger app, which help you shop or book travel plans.
Apple, Google, and Facebook’s messaging apps serve similar purposes, but in different ways. Here’s a closer look at how they differ.
Allo’s biggest asset is its integration with Google Assistant, the company’s conversational new virtual aid that can answer questions and make suggestions.
Allo offers two ways to interact with Google Assistant. In a messaging thread, typing the trigger phrase “@google” will tell the assistant to pay attention to the next string of text you type so that it can answer your query. When making plans with a friend, you might type something like, “@google Show me movie times near me?” to display upcoming showings. You can also chat with Google Assistant one-on-one to ask it questions, set alarms, tell jokes, find news, and remember information like hotel room numbers, among other things.
At this point, Google Assistant adds some convenience to texting by making it easier to retrieve information without having to juggle multiple apps. But for now, it’s only helpful for basic tasks. For finding more complicated answers — like public transportation schedules — you’re still better off using a dedicated search app or web browser.
A crucial difference between Allo and the messaging apps offered by Apple and Facebook is that it doesn’t yet offer third-party apps, although Google is considering doing so in the future. With Allo, you can hunt for nearby restaurants and browse movie times without leaving a text conversation, but you can’t book a table or buy tickets for now.
While many texting apps and keyboards can suggest words as you type, Allo goes a step farther by offering up full replies based on the message you’ve just received. If a sibling sends you a photo of the family dog, Allo might suggest that you say something like “Aww!” or “How cute!” in response. This artificial intelligence-powered feature is part of what makes Allo different than iMessage or Facebook Messenger. These suggestions are on point and natural-sounding for the most part, but I found that in most instances I preferred to type out my own responses unless I was in a rush.
Stickers and expression are also an important part of the Allo experience. There are currently around 25 sticker packs available to download in Allo, which is an especially slim selection compared to the 6,000 sticker collections Facebook Messenger offers. Apple hasn’t said how many stickers are currently available for iMessage, but there are dozens upon dozens in the App Store already. These range from recognizable brand-name characters like Mickey Mouse and Mario to cute animals. The stickers in Allo, comparatively, are made by independent artists and studios.
Allo also has an Incognito Mode, which, as the name implies, is meant to offer more privacy for sensitive conversations. With Incognito Mode enabled, all chats are encrypted end-to-end. You can also choose to make your messages disappear after a certain amount of time has passed. This is similar to the Secret Conversations feature available in Facebook Messenger’s mobile app.
However, many reviewers have criticized Google for not activating this functionality by default, as Apple does with iMessage. Google also stores your Allo conversation history, even though it said it wouldn’t look at your messages when it initially unveiled the app, as The Verge noted. (Google says it does this in order to improve its service, but the company’s advertising-based business model is built around knowing as much about its users as possible.)
Unlike Messenger and iMessage, Allo is only available on mobile, for both iOS and Android. This means you can’t continue your chats on your computer while at work or get notifications on your desktop or laptop like you can with Apple and Facebook’s respective apps.
The new version of iMessage, which recently launched with iOS 10, includes an App Store filled with apps just for Apple’s messaging app. You could, for example, download The Weather Channel’s app for iMessage to look up the forecast and share it with a friend without switching between apps. Or you might have a few friends vote on which restaurant the group should choose for dinner that night through OpenTable.
Apple’s approach to messaging differs from those of Google and Facebook in that it doesn’t focus on the “conversational interface.” This idea has been front and center in both Facebook and Google’s respective apps. Part of the appeal behind Allo, for example, is that you can ask Google to answer questions or retrieve information for you in the same way you would type a message to a friend. Similarly, thousands of businesses have launched chatbots for Facebook Messenger with the goal of making it easier to use their services through casual communication. But using apps in iMessage largely feels the same as interacting with other apps on your phone, rather than chatting with a virtual assistant or automated bot. You can choose to open an app within the text field of your message or expand it to run in full screen mode.
iMessage has changed in other ways, too. In addition to the new stickers, Apple has added visual effects that Facebook and Google’s apps lack. Some examples include: The ability to send handwritten notes by holding the phone in landscape mode, tapping a word or phrase to replace it with an emoji, and sending a virtual heartbeat to recipient.
Another feature unique to iMessage is the ability to send full screen animations with a text, like a barrage of fireworks in the backdrop of a message that says “Congratulations.” iMessage also allows users to send blurred text or photos that unscramble when the recipient swipes over the message. With the new iMessage, it’s possible to make text bubbles larger or smaller, (Allo offers a similar effect), and tap on a specific in a message within a thread to ‘react’ to it, like you would a Facebook status. Plus, iMessage users can now search for animated GIFs and images with the iPhone’s keyboard by default.
Apple’s service is only available on Apple products, including iPhones, iPads, Mac computers, and iPod Touch devices.
Facebook began integrating third-party services into its chat app before Apple and Google, first introducing Messenger as a Platform in 2015. Facebook took this a step further in April, inviting app makers to create chatbots for its messaging app. There are currently more than 30,000 bots on Facebook Messenger, allowing users to shop, get weather forecasts, and read the news within the app.
When done well, using bots in Messenger almost feels like having personal assistants for specific tasks. The Whole Foods bot, for example, serves up recipe ideas. Shopping app Spring’s bot, meanwhile, will ask you what you’re shopping for and pull up relevant items. The experience is different with each bot. Some will proactively ask you what need help with, while others field questions or send news updates. What each bot does is largely in the hands of their developers rather than Facebook, which is why some bots are more responsive and engaging than others. By contrast, the Google Assistant experience is consistent since Google is in full control.
In addition to chatbots, Facebook also lets third-party apps plug into Messenger. These are different than chatbots in that they’re not conversational, instead working more like iMessage apps. You can, for instance, request an Uber or Lyft when chatting with a friend or send money through Facebook’s payment service without leaving your conversation. Some of these options appear in your in the tool bar above the text field in Messenger, while a larger selection is accessible in the More section. Many of the app integrations currently available for Messenger include different types of keyboards, games, quizzes, and photo apps.
Other than its massive sticker library and selection of third party keyboards, Facebook doesn’t offer many different tools for expression. You can’t, for example, add full-screen animations to a message or tap a word to replace it with an emoji the way you can with iMessage. It did, however, recently gain the ability to start a live video in a conversation and embed polls in group chats.
Facebook Messenger is available for iOS and Android and can also be used on the desktop.
Ultimately, most people will probably opt for the messaging platform that’s most convenient for them. Most often, that’s the app that most of their friends and family members are currently using. This is where Apple and Facebook have a major advantage over Allo. iMessage is baked into every iPhone by default, while Facebook’s Messenger app is among the largest messaging services in the world, boasting 1 billion users. With Allo, Google will have to convince users to download a new app they likely haven’t heard of.
Still, there are reasons to like (or dislike) each app. The ability to search for GIFs and stickers alone is a major step forward for iMessage, which has lagged behind apps like Facebook Messenger in this respect until now. The overall app experience in iMessage, from discovering new apps to actually using them, feels very much like installing regular apps on your iPhone, which Apple fans will likely appreciate.
Messenger, on the other hand, appears to be focused on building the conversational user interface by pushing developers to create chatbots for its platform. It’s still early days for these bots, and the vast majority of them still have yet to prove their worth. Regardless, it’s clear Facebook is focused on messaging, as the app has seen several significant changes over the past year alone. For now, the app’s ease of use and vast selection of stickers remain its biggest strengths.
Allo has potential, but for now it feels more like a testbed for Google Assistant more than anything else. The idea of having a virtual assistant present in chats to help you make plans with friends is helpful and appealing, but it does present some privacy concerns. For now, the lack of third party app integration and desktop compatibility puts Allo behind Messenger and iMessage, although it will be interesting to see how Google Assistant improves over time.
Carrefour monétise les audiences de ses grandes surfaces et de ses sites Web. Le leader européen de la distribution mise sur le lien entre le digital et son CRM qui regroupe 13,7 millions de porteurs de cartes de fidélité. Un nouveau métier qui fait lentement sa place chez le distributeur en s’appuyant sur la technologie.
Avec un chiffre d’affaires supérieur à 40 milliards d’euros en France, Carrefour est un géant de la distribution classique et si l’enseigne est déjà très présente dans le numérique, elle réalise l’essentiel de son chiffre d’affaires dans ses points de vente physiques.
Jouer la carte de la Data
Néanmoins, le distributeur entend désormais jouer la carte de la “data” notamment pour séduire les marques annonceurs et s’imposer sur le marché publicitaire au même titre que les Google ou Facebook et ajouter un “C” à GAFA.
Cette ambition peut paraître démesurée mais Carrefour a quelques arguments à mettre dans la balance face aux grands annonceurs du marché français, dont un atout de poids, sa “Data”. “Nous avons aujourd’hui 13,7 millions de porteurs de carte de fidélité et plus de 2 ans d’historique, des data précises à l’EAN (code barre) près” déclare Michel Bellanger, directeur marketing de Carrefour Médias (ci-contre)
Il a pris la parole à l’occasion de l’assemblée générale de l’EBG, le 21 Juin. Il poursuit : “notre enjeu est de répondre aux attentes des annonceurs. Le point de vente aujourd’hui, ce n’est pas qu’un magasin ou un site e-commerce, c’est une audience que nous devons être capables de cibler.”
Un vaste projet d’onboarding du CRM
“90% du business de Carrefour se fait aujourd’hui en physique or dans le même temps nos clients sont de plus en plus digitaux” poursuit le responsable marketing. Pour réconcilier ces deux mondes, Carrefour a fait le choix d’Acxiom afin “d’onboarder” son CRM sur leur plateforme LiveRamp.
Le lien entre les consommateurs identifiés par leur carte de fidélité et leur navigation sur internet est un travail en cours. Cette opération pourrait atteindre 60% à terme des porteurs de carte de fidélité, considère Michel Bellanger.
Le 100% n’étant pas atteignable, sachant que, statistiquement, 20% des clients Carrefour ne disposent pas d’un accès Internet, et que 20% supplémentaires ne souhaitent pas être sollicités par des messages commerciaux via les canaux digitaux.
Relier une bannière au panier en sortie de caisse
Cet onboarding permet de nouveaux types d’opérations promotionnelles. “C’est ce qui nous permet de proposer aujourd’hui à nos annonceurs des opérations digitales à l’extérieur du magasin.” En “onboardant” la base CRM Carrefour, Michel Bellanger cherche à créer le lien entre une bannière poussée sur un site Web de l’enseigne (ou sur un site quelconque via retargeting), à un client physique, à un panier, un achat.
“Cela nous permet de proposer à nos annonceurs des opérations véritablement mesurables que cela soit dans le cadre de simples opérations média ou des opérations promotionnelles via notre CRM.”
Objectif : mesurer l’impact réel d’une campagne bien après son achèvement
Pour le directeur marketing de la régie médias de Carrefour, ce lien est capital entre les métriques issues du digital, les données CRM et les données de sortie de caisses. “Il faut être capable de mesurer les KPI standards d’efficacité des campagnes digitales, comme le nombre de personnes exposées, le nombre de clics, le nombre d’impressions, mais il faut aussi comprendre quel est l’impact sur le chiffre d’affaires en magasin.”
Ce qui a été mesuré. Résultat, “en 2015 nous avons mené près de 40 campagnes pour nos clients FMCG (biens de grande consommation) et les ROI vont de 0,5 à 11,” annonce-t-il.
En pratique, une opération de communication peut fort bien avoir été un succès sur le plan digital, mais un échec en termes d’accroissement des ventes. A l’inverse, les effets d’une campagne digitale peuvent être prolongés bien au-delà de la durée de la campagne elle-même, souligne Michel Bellanger.
700 000 € de gagnés pour une mise de 70 000 €
Autre cas évoqué par Michel Bellanger, une campagne réalisée en décembre dernier pour promouvoir les produits traiteur Carrefour. “Nous avons fait quelque chose d’absolument extraordinaire : entre exposés et non-exposés, nous sommes parvenus à augmenter le panier moyen qui est passé de 90 € à 91 €. Or 1 € de chiffre d’affaires incrémental sur 700 000 personnes, cela représente un incrément de 700 000 euros, pour un investissement média de 70 000 euros. Le calcul de ROI d’une telle campagne est évident.”
Si le responsable marketing de Carrefour Medias avance des chiffres aussi précis, c’est aussi qu’il souhaite faire évoluer la vision des annonceurs qui restent encore très axée sur les KPI classiques du marketing digital.
“Il faut proposer des outils plus puissants et plus performants afin d’apporter aux annonceurs de la valeur ajoutée sur la compréhension de la construction du business. Le Big Data nous apporte une très grande granularité au niveau de la donnée. Il permet cette capacité à suivre l’individu sur la durée et donc finalement à réconcilier la donnée CRM individuelle et la donnée business pour le compte des marques.”
25% des parts de marché des grands annonceurs
Il ajoute : “ensuite, il faut réfléchir à la meilleure façon de les adresser. La régie offre aux annonceurs la possibilité d’adresser un client de plusieurs manières différentes en fonction de l’objectif : email, mailing postal, coupon caisse, et aujourd’hui un canal supplémentaire, le display ciblé.”
Carrefour propose ses audiences. “Aujourd’hui nous sommes capables de mettre à disposition des annonceurs un CRM déjà opérationnel dans l’écosystème Carrefour qui représente 25% de parts de marché des gros annonceurs en France.”
50% de ventes en plus grâce au lien avec le digital
Les effets d’une campagne digitale peuvent être prolongés bien au-delà de la durée de la campagne elle-même, comme l’illustre l’exemple délivré par Michel Bellanger, directeur marketing de Carrefour Médias.
“Nous avons mené une campagne pour un alcool blanc bien connu [NDLR : du rhum] qui entre dans la composition des Mojito. Nous avons ciblé nos clients à qui nous avons envoyé des recettes de cocktails Mojito et de Cuba Libre,”explique-t-il.
Les campagnes ont connu de bonnes performances. “Elles ont eu plusieurs millions d’impressions et des taux de clic très satisfaisants par rapport aux bench du marché,” dit-il. Ce sont des KPI très classiques en marketing digital. Et Carrefour a pu ensuite suivre l’impact réel de la campagne aux passages en caisses en ciblant ses clients “physiques” porteurs de sa carte de fidélité.
“L’incrément de chiffre d’affaires a atteint 15 points pendant les 8 semaines de campagne. Et puisque nous suivions les achats de nos clients via leur carte de fidélité, nous avons pu établir la performance de la campagne à moyen et long terme sur les ventes,” pointe-t-il.
La performance de la campagne a pu être mesurée selon que les clients aient été exposés ou non à la publicité.“Nous avons donc observé l’impact de la campagne dans les 8 semaines qui ont suivi et l’incrément de chiffre d’affaires entre nos clients exposés et non exposés a atteint 50% !” se réjouit-il.
L’onboarding permet d’affiner le calcul du ROI des campagnes. Ce lien entre les mesures digitales et les données de ventes a permis de démontrer que les gens qui ont reçu ces recettes se sont mis à consommer régulièrement des Mojito et des Cuba Libre et sont effectivement allés racheter une bouteille dans les semaines qui ont suivi la campagne. Cette nouvelle approche doit permettre d’avoir une vision à moyen et long terme d’une campagne digitale.
50% de la base client d’une marque renouvelée chaque année !
L’analyse des données de caisses a permis à Carrefour de faire apparaître l’extrême volatilité des clients. “Venant d’une agence média, j’ai découvert en arrivant chez Carrefour qu’en un an, l’ensemble des marques FMCG perdent et recrutent en moyenne 50% de leur base client,” affirme Michel Bellanger, directeur marketing de Carrefour Médias.
Les clients ne disparaissent pas en revanche de chez Carrefour. “Leurs clients restent chez Carrefour, mais ils changent de marque fréquemment même si les parts de marché de chacun ne bougent pas. Les panels ne reflètent pas les mouvements énormes qui se dissimulent derrière leurs chiffres agrégés,” constate le responsable.
Face à ces phénomènes, Carrefour mise désormais sur ce que l’on nomme le “People Based Marketing”, non plus la simple étude de KPI très générale et de métriques agrégées, mais une approche Big Data. Une vision client unique qui se base sur l’analyse de données très détaillées qui inclut tant l’ensemble des achats réalisés par un client sur plusieurs années, mais aussi les données issues des médias digitaux.
“Cette vision client unique est désormais opérationnelle. Celle-ci doit être agnostique et inclure les anciens clients, les clients abandonnistes, ceux qui sont en perte de vitesse, les clients à réactiver et bien sûr les nouveaux clients,” décrit-il.
Le Safe Haven : mettre en commun des Data sans les partager
Pour améliorer encore l’efficacité des campagnes que Carrefour Medias mène pour ses annonceurs, Michel Bellanger, directeur marketing de Carrefour Médias, espère désormais pousser ses annonceurs à ouvrir leurs propres CRM afin de croiser les données clients avec celles de Carrefour et de réaliser des campagnes mieux ciblées.
Comme bien évidemment aucun industriel ne voudrait laisser les distributeurs piller ses bases de données, Michel Bellanger mise sur une approche de type Safe Haven (DSSH / Data Science Safe Haven) telle qu’implémentée sur la plateforme LiveRamp d’Acxiom.
“Cette capacité de Safe Haven nous permet de respecter la donnée de chacun. En tant que régie publicitaire, nous savons bien qu’il y a un vrai enjeu sur la propriété de la donnée. Carrefour a des données qu’il ne souhaite pas partager avec Groupe Seb, par exemple, et Seb ne souhaite pas partager toutes ses données avec Carrefour. Pour autant, nous devons être capables de croiser nos données afin de produire des opérations qui ont du sens” résume Michel Bellanger.
Pour le directeur marketing, cette fonction de Safe Haven qui permet de croiser les données dans le Cloud sans que chacun des partenaires n’ait directement accès aux données de l’autre, doit permettre à Carrefour Medias de nouer de nouveaux partenariats que ce soit avec des industriels ou les opérateurs télécoms avec des données de géo-localisation et affiner encore les campagnes marketing pour avoir un impact encore plus grand.
If Facebook Messenger with 900 million users and more than 11,000 bots has won the most attention as a platform for consumer-oriented bots, then Slack is out front when it comes to business-oriented bots. Speaking today atMobileBeat 2016,the company’s head of platform described how Slack’s desire “to be the place where work happens” has guided its efforts in creating what has become a veritable ecosystem around its bot platform.
“When we think about whats next for Slack, we think about making your life simpler and more productive … so message buttons is really just the beginning,” said Jason Shellen, head of platform at Slack.
Unlike consumer bots which are often one-to-one communications between a customer and a business, bots on Slack are usually collaborative, group conversations. The company reports that 77 of the Fortune 100 companies use Slack, with three million daily active users on the platform an average of more than two hours each weekday. These users have access to more than 500 apps in the Slack directory, and in June the company introduced what it calls buttons, which can trigger an action from connected apps with a single click within Slack.
The company has 13 buttons integrated with apps like those from human resources provider Greenhouse, travel site Kayak, and project management tool Trello. These buttons enable users to perform tasks like track job applicants, book flights, manage expense reports, or create and track task boards with a single tap as part of the normal workday conversations taking place on Slack. The number of buttons will soon increase: a few weeks ago the company released an API so that anyone can build a button.
Shellen explained that the 12 partners who built buttons for the June launch came about through inbound interest and by his team reaching out. Slack’s partners understood that these changes to the user interface — buttons — greatly improved the overall experience with their apps, Shellen said.
Slack’s buttons represent in part an overall trend of technology and data moving outward, ever closer to the user. “We haven’t seen yet just how far does this go?” Shellen said, and suggested that future app and button integrations could include personal health, medical and construction. ‘I don’t think we’ve even scratched the surface yet.”
Slack’s focus on collaboration also underpins the ecosystem it is creating with its developer community. This spring, the company publicly released its platform roadmap and announced the creation of an $80 million developer funddesigned to spur the creation of more apps and bots. Starting June 21, anyone can now build buttons thanks to the API.
Looking ahead Shellen expects to see “more daring, more interesting, larger, and more diverse apps” on Slack. But “those that bring actionable data closer to users are my favorite.”
Shopify-owned Kit’s artificial intelligence marketing bot now on Facebook Messenger
Virtual marketing assistant Kit CRM announced today the launch of its chatbot on Facebook Messenger, making it the third platform it’s available on. The move comes three months since it became one of the first companies to announce an integration with Facebook’s conversational platform. Any of the more than 900 million monthly app users will be able to have access to a virtual employee right at their fingertips.
Above: Screenshot of Kit’s marketing assistant on Facebook Messenger.
Image Credit: Kit
The idea to bring this marketing assistant to Facebook Messenger enables merchants without marketing support to manage their online marketing promotions on Facebook and Instagram using an interface they’re likely more comfortable with instead of being inundated by ad-serving networks and interfaces.
Founded by Michael Perry, Kit is the producer of an artificial intelligent virtual assistant that previously let you run your e-commerce business through SMS text messages or using Telegram. It was this that appealed to Shopify which acquired Kit in April.
There are more than 3 million businesses on the world’s largest social network today, so Kit breaking into this option provides it considerable reach to help more merchants
Perry, who’s now the director of Kit at Shopify, said the Facebook Messenger integration is a positive move forward because with SMS, it “was challenging to get phone numbers in particular countries. Messenger solves this problem and allows us to bring Kit to merchant accounts.”
The expectation is that once a business signs up with Kit, they can have the A.I. powered assistant handle Facebook and Instagram ads, email marketing, send thank you emails to customers, make updates on a merchant’s Facebook page, and perhaps even more. The company has an developer API to let others build on top of Kit’s skill set.
Although Kit’s chatbot officially makes its debut today, it had been out in the wild for the past month. Perry explained that in that time period, more than 10 percent of all Shopify merchants that used Kit were doing so on Facebook Messenger. “This says a tremendous amount about peoples’ communication preferences and Facebook Messenger’s potential,” he said.
Whole Foods just launched a Messenger chatbot for finding recipes with emojis
Shopping at Whole Foods Market is about to become much more entertaining.
In addition to browsing for unusual vegetables or gazing at the wide assortment of organic tortilla chips, customers will now be able to tap into a recipe database from their phones and use artificial intelligence to converse with a robot chef.
A new chatbot will let customers browsing through the store find products and then, with a few taps in a Facebook Messenger chatbot, find recipes for an upcoming meal. But it’s more than just a chat with an A.I. agent who knows how to cook. Customers can select an emoji, like a jalapeno or a banana, and then see recipes that involve those products. The chatbot lets customers mix-and-match by typing a word, selecting a cuisine (like Tex Mex), and adding an emoji to the text chat. They can also select keywords and choose recipes for special diets.
It’s exploratory and fun, and shows how chatbots can add to a shopping experience and lead to some interesting results — say, a tamale recipe for vegans.
“We are living in the ‘expectation economy’ where consumers expect to have information at their fingertips, and we want to keep innovating to meet our customers where they are,” said Jeff Jenkins, Global Executive, Digital Strategy and Marketing at Whole Foods Market. “Our goal is to make recipe discovery easy and to help our customers for find new ways to experience the foods they love. Whole Foods Market customers are always looking for inspiration no matter whether they are at home, on the run or walking down our aisles.”
Whole Foods plans to add more features soon, including the ability to link the chatbot to your Whole Foods account, save recipes for later perusal, and sign up for coupons and deals.
Whole Foods demonstrated the chatbot at the MobileBeat 2016 conference this week. Nichele Lindstrom, the Director of Digital Marketing at Whole Foods, showed how the emojis work for finding recipes and how you can add more keywords and search for special diets.
The Whole Foods chatbot was created by Conversable, a company that provides a SaaS platform for creating conversational messaging experiences. You can find the bot on Whole Foods’ Facebook page, or by searching for “Whole Foods” in the messenger app and on the Web.
Chatbots are coming to the last frontier of the travel industry. Booking.com plans to bring artificial intelligence and conversational interfaces to a realm of hospitality that was thought to be the sole domain of humans with local knowledge: destination experiences.
Today at MobileBeat 2016, Booking.com unveiled what it calls Booking Experiences, a service that will help people decide what to do once they arrive at their destination. “The real question [facing a traveler] is what should I do when I get to a destination?” said Anne-Sophie Liduena, VP of product for Booking.com.
The new service will leverage A.I. and machine learning to present personalized recommendations from an exhaustive list of local events and attractions, and enable people to purchase tickets or make reservations from within Booking.com’s mobile app.
“Bots and AI are empowering us to interact with our surroundings,” Liduena said. “We can be provided with highly relevant suggestions to enhance our daily lives.”
Booking Experiences is available July 13, 2016 on both the Android and iOS versions of the Booking.com app for Amsterdam. The pilot launches for Paris, London, and Dubai at the end of July and will go live for New York this fall.
Booking.com has been pressing forward with bots and A.I. over the past year. In February, the company unveiled hotel recommendations tailored to travelers’ passions, and in May it launched a chatbot to connect hotels and travelers.
It’s not alone, however. For instance, in June, Expedia launched its first bot, which is dedicated to booking hotels. And today, also at MobileBeat 2016, newcomer SnapTravel launched with a half-bot, half-human hotel-booking service.
Bookings Experience will use data from the millions of trips made with Booking.com, combine it with travelers’ personal preferences, and then marry it to possible experiences — everything from rock climbing to rock concerts — at each destination. The company is no stranger to data, listing more than 974,000 hotels and accommodations, including more than 474,000 vacation rental properties, covering over 93,000 destinations in 224 countries, and accumulating more than 97 million customer reviews.
Booking.com is betting that its trove of information, and the ability of a bot to continuously learn from its customers, will provide them with the kinds of experiences and city knowledge known only to locals.
Bot maker ManyChat wants to replace email newsletters
Above: Mikael Yang, CEO of ManyChat. Credit: Khari Johnson
ManyChat announced the creation of a paid premium plan for its marketing and engagement bot maker today.
CEO Mikael Yang made the announcement onstage at MobileBeat, a two-day gathering of startups and thought leaders in artificial intelligence and chatbots. Created by VentureBeat, MobileBeat takes places at The Village in San Francisco July 12-13.
ManyChat Pro can send automated messages and use tags for marketing campaigns. It also lets users reach out to more specific audience segments based on engagement levels or other metrics. The service costs $10 a month per every 500 Facebook fans.
Creatives, businesses, and those trying to build a fanbase are the largest use case scenario Yang saw play out on ManyChat, where more than 170,000 Telegram bots have been made since the company was created about a year ago.
ManyChat is not driven by natural language processing but instead relies on buttons and flow charts, and is designed for people with no prior knowledge of code. About a month ago ManyChat was made available on Facebook Messenger, where roughly 2,000 bots have been created so far.
Yang wants people who make ManyChat bots to be able to target their most loyal or engaged users.
Fans who respond in a minute or less, for example, can be invited to a private concert, solicited to share with their favorite horror movie author a picture of a time they overcame a fear, or asked to canvas a neighborhood for a politician.
Update 5:50 p.m. PT: ManyChat later clarified that “we’re doing pulse surveys, we’re doing educational courses and we’re doing tags and segmenting so you can provide that content to specific groups of people, and that’s all fine, but if you want to do deals or ads that is not allowed.”
This step makes Chatfuel’s toolkit more valuable to those who may not have the programming skills, an understanding of A.I., or a good way to import and sync data.
This adds to Chatfuel’s powerful development framework, which already supports a number of helpful features, including buttons that allow users to pick an option when asked and A.I. programming that looks for keywords and interprets the context. As an example of the latter, if a user asks about a “table” and uses the word “reserve,” the bot can determine that the conversation is about making a dinner reservation. Chatfuel’s innovation is in making it possible to accomplish this by selecting from a tree menu rather than by writing code.
Several chatbots created with Chatfuel already use plugins, but the company is now opening up the plugins to any third-party developer.
One of the interesting early examples is an Uber Asia chatbot — which has 5 million likes — that can “onboard” new drivers and provide info for existing drivers. It’s essentially a chatbot that works like a FAQ. The Uber Asia chatbotcan take responses from users and place them into a Google doc using a plugin.
The chatbot for Complex magazine also uses a plugin. “They used RSS feeds, Site Search, and Daily Digest plugins to assemble their bot and connect it to currently existing feeds of data in just a few hours,” said Dmitry Dumik, CEO of Chatfuel, speaking to VentureBeat.
Dumik shared his announcement during the Conversational UI design: Functional Versus Witty panel at MobileBeat 2016, currently taking place in San Francisco.
“Very soon we plan to open plugins to third-party developers, so anyone can contribute their plugins to the community and benefit from the plugins created by others,” said Dumik.
Dashbot wants to be the Google Analytics of bots
Above: Dashbot.io CEO Arte Merritt demos on stage at MobileBeat 2016.
Image Credit: Michael O’Donnell/VentureBeat
Thousands of chatbots exist in the world today across numerous platforms, but do we really know how well these programs are performing? It’s one thing for developers to launch bots onto messaging apps, but in order to ascertain their effectiveness, there needs to be some way to analyze the results.
Dashbot believes this is an area where it can benefit everyone, and today the company is publicly introducing its analytics platform for chatbots on Facebook Messenger and Slack. In addition, it has also debuted a live human feature, giving companies the ability to interject a human being into a conversation when warranted.
Above: Sample user report on a chatbot provided by Dashbot.
Image Credit: Dashbot
Started by Motally founder Arte Merritt, Bureau of Trade cofounder Dennis Yang, and Mesmo cofounder Jesse Hull, Dashbot is taking on a problem it doesn’t think traditional providers like Adobe or Google will be able to handle. Merritt told VentureBeat in an interview that existing offerings can’t track the necessary metrics — bot analytics require server-side integration, SDKs don’t work, and clickstream and event-based tracking just doesn’t paint a complete picture.
Additionally, with bot makers, the data they want are voice, text, images, locations, and other content, not cookies, user agents, or IP addresses. He explained that by having richer and actionable data, you’ll be able to tell through a user’s own voice what they want from the bot. Should they get frustrated, it’ll be easy to notice quickly and send a human agent to jump into the conversation.
Other notable features of Dashbot include enabling push notifications to re-engage users with the chatbot. When deployed, you can segment your audience based on usage metrics and then send promotions based on activity levels, all managed through Dashbot.
Above: Dashbot’s message funneling to determine where the A.I. has failed or can be improved to better handle input messages.
Image Credit: Dashbot
There’s also a testing feature that examines messages sent by the bot’s artificial intelligence to find out which messages should be sent out, optimizing for the best responses and content to be distributed.
Developers can add a couple lines of code to their Facebook Messenger or Slack bot and Dashbot will take care of the rest, analyzing the data in real time. By doing so, Merritt said, you’ll be able to take action right away, which may lead to better opportunities to make money.
Analytics isn’t new to Merritt, as his previous startup focused on mobile tracking. Although there are chatbot analytics providers sprouting up, such as Kochava and BotPages, Merritt said the biggest competitors he sees so far are development teams trying to build something themselves.
Is he worried about Slack or Facebook rolling out analytics, which has been foreseen? Merritt said no. He’s seen in the past that when companies do that, “It might be very basic, and people are using [third-party solutions] to get fuller, richer metrics.”
Above: How Dashbot works with a server-side integration.
Image Credit: Dashbot
Although Dashbot currently supports bots on Facebook Messenger and Slack, it also has a generic SDK that’ll work on other messaging platforms. It does intend to develop more specific ones for Line, Telegram, Alexa, and other messengers.
The company counts more than 130 customers since its launch five months ago, including MessinaBot. It’s still working on pricing, but will likely utilize a freemium model where analytics will be free based on usage, while features like the live person takeover, notifications for re-engagement, and A.I. testing will be priced by transaction, which has yet to be determined.
Anyone can use Dashbot, but the core audience are those in the enterprise, like those in the media, travel, entertainment, or local industries.
Stay abreast of the latest news on bots, messaging, and AI from MobileBeat 2016. Read our coverage here.
Arte Merritt is the co-founder and CEO of Dashbot.io – a bot analytics platform. Previously, he founded the mobile analytics platform, Motally, which he led to a successful exit via sale to … All Arte Merritt news »
Above: Yamato Transport delivery bag. Credit: halfrain
A bot that automates communication with the customers of one of Japan’s largest delivery companies was debuted by PandoraBots at MobileBeat today. Created by VentureBeat, MobileBeat is a two-day gathering of artificial intelligence and chatbot industry leaders.
In January, Yamato Transport started an official Line chat account. About 10,000 new Line users a day have interacted with the bot since it was launched June 27, said Lauren Kunze of PandoraBots.
The bot was created in cooperation with Yamato Transport, marketing company Hakuhodo, and Line, whose IPO hit stock exchanges in Tokyo and New York Thursday and Tokyo Friday.
Customers can ask the bot questions about the company and change the date, time, or location of a delivery.
PandoraBots, based in Oakland, has helped DIY makers and companies create hundreds of thousands of bots since its first bot-making kits were created in 2002. The company is responsible for bots such as Mitsuku and A.L.I.C.E., the bot that inspired Spike Jonze to create the movie Her. PandoraBots also helped bring to life characters like this Fake Captain Kirk bot, whose responses are based on William Shatner’s lines in old Star Trek scripts.
While some PandoraBots are known for having personality, the Yamato Transport bot focuses on being polite. As bot pioneer Robert Hoffer said earlier in the day at MobileBeat, bots need more than A.I. and NLP.
“Personality doesn’t mean the bot has to have a dramatic backstory or be really sassy or funny. It just should be on brand, like Robert said, it should have soul,” said Kunze.
Domino’s has some new competition when it comes to artificial intelligence and pizza cravings.
Pizza Hut — the largest pizza chain in the world, based on orders and deliveries — today announced a new chatbot that works within Facebook Messenger and on Twitter. It’s part of a massive roll-out the company is calling “social media ordering,” and it’s run mostly by bots.
Baron Concors, chief digital officer at Pizza Hut, demonstrated the chatbot atMobileBeat 2016 during a session on chatbot innovations. The new bot can handle pizza and other food delivery orders from customers who have Pizza Hut accounts, streamlining the process, improving accuracy, and eliminating wait-times.
“The new Pizza Hut social ordering platform is another example of making it easy for our customer to order their favorites from Pizza Hut,” said Concors. “We are constantly pursuing ways to simplify our ordering experience. This platform allows our consumers to quickly order or get information where they are already spending a great deal of their time.”
Customers can also ask questions about their order and inquire about deals and promotions. Concors says the chatbot fulfills a desire to be more user-focused and provides an extra layer of customization and personalization to all orders. There is no extra cost, and the chatbot will offer specialized menu options relevant to the local store. After an order, an email confirmation will let the customer know that everything was handled correctly.
This chatbot is part of a strategy known as “conversational commerce,” something that’s even more viable now that Facebook has announced end-to-end encryption for Messenger. Advances in this area will help usher in the age of chatbots that can even handle complex banking, retail, and customer service transactions. It’s also a sign of how chat is starting to replace the clicking and swiping we do with apps.
Conversable, the company behind the chatbot technology for Pizza Hut, has developed a platform that works within text messaging apps and by voice on Facebook and Twitter. The new chatbots will debut on Facebook Messenger and Twitter in August.
Pizza Hut will be competing against Domino’s, which already lets you order pizza using the Amazon Echo and by text message, among other means.