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Developments in ecommerce: Insights from Waitrose, Unilever and Amazon
Emily Barley, Event Reports, IAB Engage, October 2013
This event report looks at several trends now reshaping ecommerce from the perspective of three leading firms: Waitrose, Unilever and Amazon.
This event report looks at several trends now reshaping ecommerce from the perspective of three leading firms: Waitrose, Unilever and Amazon. One major shift is the growth in the number of people undertaking commercial activities on mobile devices, which requires a rethink in terms of website design and functionality. Effectively communicating brand values on digital is another challenge for brands and retailers, and Amazon has found that ads based around utility tend to deliver the best results across different screens. Marketers must also be wary of overestimating what big data can achieve: human factors still have an essential role to play alongside the numbers.
The Effects of Interface Design of Hand-Held Devices on Mobile Advertising Effectiveness Among College Students in China
Wenjing Xie, Yunze Zhao and Wenya Xie, International Journal of Mobile Marketing, Vol. 8, No. 1, Summer 2013
Mobile advertising has gained great popularity in China over the past decade. However, there is still a lack of understanding of what factors may influence mobile advertising effectiveness in China.
Mobile advertising has gained great popularity in China over the past decade. However, there is still a lack of understanding of what factors may influence mobile advertising effectiveness in China. This study employs mobile marketing theories and examines how the interface design of hand-held devices influences mobile advertising effectiveness among college students in China. A survey with 442 undergraduate and graduate students was conducted in Beijing in 2011. Results indicate that the interface design of the hand-held devices, especially the ubiquitous feature, large screen size, advertisement size, and ease of use, will foster a positive emotion, increase Chinese college students' arousal upon receiving mobile ads, and increase purchase intention. Theoretical and practical implications and suggestions for future research are discussed.
Ad serving: Viewed ads, not served ads
Michael Froggatt, Admap, July/August 2013, pp. 42-43
This article makes the case for a new viewability standard for online advertising being championed by an industry consortium in the US, that would ensure advertisers pay for viewable, rather than served, ad impressions.
This article makes the case for a new viewability standard for online advertising being championed by an industry consortium in the US, that would ensure advertisers pay for viewable, rather than served, ad impressions. Analysis of all rich media ads served globally in September 2012 showed that only 63% were viewable according to the proposed new standard (50% of an ad's pixels in view for at least one second). Moreover, the ads that conformed to this new viewability standard enjoyed a click-through rate that was 54.5% higher than the overall average of impressions served.
Leveraging Google+ as a qualitative research platform: case studies and best practices
Sharon Chen and Sheethal Shobowale, ARF Experiential Learning, Re:Think conference, 2013
This paper explores learnings and best practices that have been found from pilots leveraging the Google+ social network for consumer insights research.
This paper explores learnings and best practices that have been found from pilots leveraging the Google+ social network for consumer insights research. Four pilot studies were conducted around specific audiences with the intention to answer specific types of questions in the wireless carriers and consumer packaged goods categories. The results include findings around recruiting and incentive strategies, user engagement tactics, different audiences and research questions, and the benefits and current challenges to using a social platform for this type of research. Overall, the researchers found Google+ to be a capable and readily accessible platform for qualitative research and feel that the social features open the door to exciting user engagement possibilities.
Understanding the drivers of standout video experiences
Jared Skolnick and Shawn Baron, ARF Experiential Learning, Re:Think conference, 2013
This research paper explores how four key elements of online video advertising - consumer engagement mode, player size, location on the page and website quality - may affect end users' feelings towards a brand, and whether they inspire or discourage action.
This research paper explores how four key elements of online video advertising - consumer engagement mode, player size, location on the page and website quality - may affect end users' feelings towards a brand, and whether they inspire or discourage action. Consumer engagement mode (click-to-play vs. auto-play) was found to be the most important element for advertisers to consider when their objective is driving brand awareness. The quality of the website a video ad appears on was found to be the primary driver of brand perception, consumer intent, engagement, and overall satisfaction. The research also found that click-to-play ads elicit nearly four times more positive emotions from consumers than auto-play ads and that larger video players evoke higher levels of brand awareness.
Facebook reveal 'new look' News Feed
Laura Murphy and Charles Warnet, Mindshare, March 2013
This summary article follows Facebook's announcement of a new, more visual and less cluttered look to its News Feed in March 2013.
This summary article follows Facebook's announcement of a new, more visual and less cluttered look to its News Feed in March 2013. The main changes are that the News Feed stream will be more prominent, page posts and ads will become more visual, the ability to filter News Feed by Photos, Groups, and Following, and a navigation sidebar with bookmarks and contacts to match look of Facebook mobile. Advertisers should focus on producing visually appealing content and re-engaging fan bases.
Customer service in the digital age: Responding to digital disruption and rising customer expectations
Deloitte, February 2013
This paper outlines six digital trends that have significant implications for the future of customer service and suggests recommendations for responding to them.
This paper outlines six digital trends that have significant implications for the future of customer service and suggests recommendations for responding to them. With consumers spending more and more of their time online, social media, smart phones and tablet devices are being adopted faster than ever. Digital customers are now consuming content online and via mobile devices, at breakneck speeds. The sheer pace of technology-enabled change means that we need to explore the way customer service is currently delivered and reassess the role of traditional customer service models.
Seven steps to smarter digital marketing: Insights from a Google 'Evangelist'
Low Lai Chow, Event Reports, SES Singapore, November 2012
At the SES Conference, Google's Digital Marketing Evangelist Avinash Kaushik offered up seven steps to smarter digital marketing.
At the SES Conference, Google's Digital Marketing Evangelist Avinash Kaushik offered up seven steps to smarter digital marketing. Focus on the user experience to reduce abandonment rates (over 80% of people on most ecommerce sites give up after clicking the checkout button). Look at a brand's share of search and how well it captures the convinced and unconvinced consumer. Pick useful metrics to measure success, not "super-lame" ones such as followers and likes. Improve use of analytic tools. Use visualisation tools to see the interplay between multiple channels. Consider the whole audience, not just the small percentage who have found you. Measure engagement on social media through conversation and amplification rates and value per visitor.
The Role of Visual Attention in Internet Advertising: Eleven Questions and a Score of Answers
Adam S. Greenberg, Journal of Advertising Research, Vol. 52, No. 4, 2012, pp. 400-404
In this article, the cognitive neuroscientist, Adam Greenberg, provides answers to a series of questions on consumers' attention to digital marketing, based on his analysis of a large dataset provided to him by the Advertising Research Foundation.
In this article, the cognitive neuroscientist, Adam Greenberg, provides answers to a series of questions on consumers' attention to digital marketing, based on his analysis of a large dataset provided to him by the Advertising Research Foundation. Greenberg had no experience of advertising research prior to the exercise, but was selected to provide a fresh perspective given his extensive work in the general field of human attention and cognition (and particularly about how humans control their behavior in response to a visual stimulus and the brain mechanisms this involves). Some of the 11 issues discussed include: How does design affect consumers' engagement with an advertisement? Is clutter a distraction? What is the impact of page placement on attention? Are clicks a good measure of attention? What are the best practices for display advertising?
Is a website known by the banner ads it hosts? Assessing forward and reciprocal spillover effects of banner ads and host websites
Sweta Chaturvedi Thota, Ji Hee Song and Abhijit Biswas, International Journal of Advertising, Vol. 31, No. 4, 2012, pp. 877-905
While marketers often rely upon banner ads to generate revenues, it is unclear as to how these ads might influence consumer perceptions of host websites.
While marketers often rely upon banner ads to generate revenues, it is unclear as to how these ads might influence consumer perceptions of host websites. In this paper, we conduct three studies to examine the effect of animation and brand advertised in a banner ad on consumers’ attitude towards a host website, as well as word-of-mouth behaviour. Results of the first study reveal that consumers are irritated with unfavourable banner brands and that irritation, in turn, negatively affects their attitude towards the host website. We demonstrate that banner brand and banner type serve as contextual cues that influence judgements of the host website due to a forward spillover effect. Findings of the second study demonstrate that a host website, corollarily, serves as a context to negatively influence evaluations of favourable brands mainly for animated banner ads – a reciprocal spillover effect. The third study validates and extends the findings of the first study by adopting methodological pluralism through a different approach to stimuli selection and experimental manipulation. Results indicate that, while presence of animation has a negative influence on the host site and WOM behaviour when the brand advertised is an unfavourable one, it neither benefits nor hurts a host website evaluation and WOM behaviour when a favourable brand is advertised. Managerial implications of our findings are also discussed.
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