The Warc Blog

The Warc Blog

Mobile wallets: Only the beginning
 
Posted by: Guest blog
 
Guest blog

This post is by Juan Ageitos, Senior Marketing Manager at mGage

We are heading rapidly towards a situation where mobile is synonymous with 'wallet'. With a flurry of innovations in the sector such as the launch of Samsung's m-payment service, the unveiling of the Apple Watch, the ability to pay via Snapchat, the introduction of payments on social media, and an increase in consumers paying for things on their mobile, it is no surprise that mobile wallets are poised to become a massive marketing channel.

Results from a recent survey carried out by mGage, looking into consumers' attitudes towards charging things to their mobile bill, suggest that this is a natural progression and something that consumers are ready to welcome. The research found that almost one third of consumers have donated to charity via their mobile phones, with a similar number being happy to pay for everyday items by charging them to their mobile phone bill. Of these, 80% of consumers said they would be happy to charge up to £15 on every-day items to their mobile.

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Subjects: Digital, Consumers

22 May 2015 16:57

The shopper of the future: Why young shoppers won't turn their back on physical stores
 
Posted by: Guest blog
 
Guest blog

This post is by the team at GfK.

Despite their love of and ease within the online world, today's young people are not exclusively virtual shoppers, glued to their screens throughout the purchase journey. This new generation of digital natives loves the environment of the store, and values the interaction it offers. And they show no signs of changing their viewpoint.

This creates opportunities for brick and click retailers to challenge the purely online players, some of which – like eBay and Amazon – are responding by migrating out of their virtual comfort zone to investigate the high street. Global Young Shopper survey questioned shoppers aged 16-21 in ten markets around the world. Here's what they told us about their online and offline shopping experiences.

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Subjects: Consumers, Marketing

19 May 2015 16:31

Why politics is too much like football
 
Posted by: Richard Shotton, Head of Insight, ZenithOptimedia
 
Richard Shotton

Jay Leno said that "Politics is just show business for ugly people". But perhaps he was drawing a comparison with the wrong form of entertainment. According to our research the parallels between politics and football are far stronger. One of the most striking aspects of football is the loyalty of fans, with life-long allegiances being handed down from one generation to the next. Our research suggests this unswerving dedication is just as prevalent in politics.

ZenithOptimedia surveyed 1,004 nationally representative voters about their views on raising VAT by a penny to fund 10,000 extra nurses. The results were then split by political affiliation. The twist was that half the respondents were told it was a Conservative policy and half Labour.

When Labour supporters thought the policy came from Labour there was strong support: 14pc completely agreed. However, support plummeted to 3pc when it was described as a Conservative policy. Similarly, amongst Tories the policy was four times more popular when it was seen to come from their party.

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Subjects: Consumers, Brands

19 May 2015 16:11

The growing influence of mcommerce
 
Posted by: MEC
 
MEC

This post is by Louise Twycross-Lewis

Mobile is increasingly becoming the number-one platform for digital transactions, with smartphones set to become the dominant device.

The UK continues to be a global leader of mobile transactions according to a recent eMarketer report. This year, mobile ecommerce (mcommerce) will account for 31.5% of the UK's total retail digital sales, amounting to £18.6 billion. This is in the context of where digital buying is becoming the norm – it is estimated that 74.3% of the UK population will be digital purchasers in 2015, which is well above the 22.6% global average.

eMarketer estimates that mcommerce will rise to 34% of all digital sales (worth £22.7 billion) next year, but some commentators go further and suggest it could exceed 50% in 2016 (Source: Criteo – Ad Week Europe).

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Subjects: Digital, Consumers

15 May 2015 14:39

What pollsters can learn from brand marketing
 
Posted by: Guest blog
 
Guest blog

This post is by Helen Rose, head of the7stars' Lightbox.

The Sun's 'Well Hung' splash on May 7 left no doubt that Britain was heading for a hung parliament by morning. According to polls, the UK was gearing up for the tightest election in decades. By May 8, the Conservatives had won by majority.

Pollsters are now facing a "post-mortem", launched by the British Polling Council, to determine why their predictions, which vastly underestimated the Conservative's vote share while simultaneously overestimating Labour's, fell so short of the mark.

A pre-election study by the7stars' research and insight division, Lightbox, of over 1,000 18-24-year-olds revealed similar results to early polls, with Labour coming out the clear frontrunners taking 30% of the millennial vote. The study also found 80% said they planned to vote, far more than the 66.1% who actually turned up on Election Day. In short, the polls across the board didn't come close to reflecting the actual results. So what went wrong?

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Subjects: Data, Consumers

12 May 2015 12:31

Tapping into consumers' intentions
 
Posted by: Guest blog
 
Guest blog

This post is by Rebecca Batey and Sarah Fitzsimmons, Insight Team at Time Inc. UK.

If you ever needed convincing that the consumer marketplace for advertising is changing, and becoming more complex with more avenues than ever before, then Marketing Week Live and Insight 15 certainly proved that. It is clear that there has been a shift in power over to customers and consumers. And with more information than we know what to do with, how can we truly understand what our consumers want?

Time Inc. UK's Insight team spent two days at this year's event, and was able to identify five key emerging trends to help us better understand consumers.

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Subjects: Consumers, Marketing

11 May 2015 10:31

The brains of millennials are not being rewired by the internet
 
Posted by: Eaon Pritchard, Strategic planning consultant, Australia
 
Eaon Pritchard

There is a popular idea.

One that you probably encounter every week in some variant.

It goes along these lines.

The internet is rewiring the brains of millennials, as they evolve and adapt to the new processing skills they need to survive in today's information saturated environment.

Among the essential adaptations are things like rapidly searching, assessing quality, and synthesizing vast quantities of information and data.

Some pundits go as far as to add that the ability to think about one thing in isolation, in some depth, will be of far less consequence for most people in the near future, therefore contributing to new social and labour divides between these new 'supertaskers' and the previous generation of dullards.

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Subjects: Consumers, Digital

08 May 2015 09:31

Are we over-the-counter culture?
 
Posted by: Eaon Pritchard, Strategic planning consultant, Australia
 
Eaon Pritchard

What follows is an excerpt (and slight expansion) from a section of a talk I gave at the inaugral Google 'Firestarters' event in Melbourne last week.

The theme was 'Adaptive Strategy for an Adaptive Age'.

In this particular section of the talk I speculated around some of the external cultural factors that have implications for strategy (rather than discussing specifics of strategy or process and the like).

To illustrate I called upon two important texts in particular plus a snippet of a recent interview in the Observer with Don Letts – legendary DJ, film-maker, Rasta punk and musician with Big Audio Dynamite – and the significance of the performance given by KLF at the Brits in 1992.

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Subjects: Consumers

28 April 2015 10:01

If it's not love, then it's the bomb that will bring us together
 
Posted by: Eaon Pritchard, Strategic planning consultant, Australia
 
Eaon Pritchard

For a time during World War II, the chances of a member of US bomber crews actually making it back from any given mission were on the side of slim.

The nature of the work meant that bombers were out for a long time; they were massive cumbersome planes visible from a long way away, and their ability to do serious damage if successful meant they were the number one targets of both the guns on the ground and in the air.

For the bomber crews, each subsequent mission piled up the odds against them making it back this time.

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Subjects: Consumers, Marketing

22 April 2015 12:31

You are not a number!
 
Posted by: Guest blog
 
Guest blog

This post is by Charlie Meredith, Managing Director at Time Inc. UK Advertising.

People – I mean real people – are all too easily forgotten. Advertisers and marketers spend so much time thinking about them that they forget who they really are. People are not consumers, target audiences or data segments that can be matched to a set of behaviours, interests, some medical records and an address.

Well okay, we all are. But that's not all we are.

We are individuals, uniquely shaped by our experiences, emotions and intuitions, and more than ever before we are determined to be 'the best we can be'. Self-actualisation is right at the top of the bucket list – in fact, all we hear now are the things that make us feel as though we're trying to catch up in life.

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Subjects: Consumers, Brands

17 April 2015 18:02

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