Thought Starters

A mixed collection of materials looking at societal trends and the impact of technology on the way we live.

Slate looks at separatist movements in Europe in light of the recent decision by Scotland to maintain its ties with the United Kingdom:

Separatist

McKinsey’s forecast for the luxury market points to the growing role of emerging economies. Luxury brands shouldn’t count on a free ride though with Chinese consumers proving less receptive to Western luxury brands than in the past according to a report in The Guardian:

Luxury

In an interview with the Wall Street Journal, venture capitalist Bill Gurley has raised concerns about the ‘burn rate’ of startups and the potential risks of a tech bubble  bursting. We may not see this happen in the immediate future but a correction does look increasingly inevitable.

The Financial Times profiles the emerging FinTech sector and the challenges it poses to the incumbents in the banking and financial services sector.

Bitcoin is one of the technologies that is providing a disruptive force in the financial services sector, with Fred Ehrsam from  Bitcoin wallet provider Coinbase giving an introduction to the cryptocurrency:

GlobalWebIndex figures confirm the commonly held view  that tablets are frequently shared whilst mobile phones are more closely associated with the individual:

Devices

Comscore research points to mobile apps taking a dominant role in the time  American’s spend with their smartphones with pointers on the when where and why of app usage:

Mobile App Usage

Results from Shopify points to  50.3% of traffic coming from mobile and just 49.7% from computers among customers using their eCommerce solution. Whilst this doesn’t purport to represent a  statistically sound sample of all eCommerce transactions, it does provide another data point supporting the need for companies to adopt a mobile first strategy:

Mobile Commerce

Code and Theory’s Dan Gardener and Mike Treff call for an approach to responsive design that goes beyond the screen size of device use, encompassing factors such as location, time of day and duration:

Responsive

The social network Ello launched in March of this year but is now beginning to reach critical mass, with consumers attracted by the promise of a system that isn’t based on pervasive tracking and surveillance. That’s not to say it doesn’t have its critics with Andy Baio pointing out the funding provided by venture capital which may see its more ethical policies watered down with time.

Ello

eMarketer figures point to social media taking a growing overall figure and share of UK’s advertising spend, with Facebook dominating brand’s spend on social networks:

UK Social Ad Spending

 GlobalWebIndex figures on Instagram users doesn’t provide any great surprises with steady growth, younger audience and strong indexing among middle and higher income earners:

Instagram

GlobalWebIndex also provide figures for the often overlooked Viber with 12% of the mobile audience use Viber each month,  providing a valuable reminder of  the diversity in the mobile messaging space.

ReadWrite looks at which countries have the fastest internet with South Korea, Japan and Hong Kong taking the top three places:

Fastest Broadband

Ezekiel J. Emanuel provides a fascinating opinion piece arguing that we should be placing more emphasis on quality rather than quantity of  life. Putting this into a more personal context, he stresses that we would like only palliative rather than curative care after the age of 75:

But here is a simple truth that many of us seem to resist: living too long is also a loss. It renders many of us, if not disabled, then faltering and declining, a state that may not be worse than death but is nonetheless deprived. It robs us of our creativity and ability to contribute to work, society, the world. It transforms how people experience us, relate to us, and, most important, remember us. We are no longer remembered as vibrant and engaged but as feeble, ineffectual, even pathetic.

Mark Buchanan, drawing on Jaron Lanier’s Who Owns the Future, warns of societal problems associated with the internet with the concentrations of power and the disenfranchising of large sectors of society. Another book to add to the reading list.

We’re seeing telecommuting increasingly promoted as providing flexibility to employees with the potential to better combine the demands of work and home, but it’s not a one sided coin. Lenika Cruz provides a personal account of how working from home aggravated her agoraphobia:

To be clear: Working from home didn’t cause my agoraphobia, it just enabled it. As someone who already had latent anxiety issues, I lacked incentive to prove myself wrong about all the imagined catastrophes that could occur if I were “trapped” somewhere. Telecommuting offered me the retreat I craved, but it helped to reinforce my avoidance patterns. And so the agoraphobia blossomed.

The featured image is a DALeast piece that was created as part of the Dunedin Mural Project and found on Arrested Motion.

Messages that resonate

This is part of an irregular series of blog posts looking at marketing communications which have caught my attention. This will complement Thought Starters which will look more at trends, strategies and ideas.

Bose’s Scene Unseen series of short documentaries shines a light on musical scenes in unexpected corners. A great use of branded content to tell engaging stories to relevant audiences.

Chrome Experiment’s has launched a couple of eye catching experiments. The first follows the ISEE-3 space exploration satellite. You don’t need to be a fan of space travel to appreciate the site’s visuals using WebGL.

The second Chome Experiment piece provides a visual companion to music from John Cale in collaboration with architect Liam Young and Field.io in an interactive music video. The YouTube link below should give you a taste of what to expect but you’re best to experience the site directly.

Google’s Cultural Institute has created a website bringing together street art from around the world. As you’d expect from Google, content is accessible by location and artist drawing on a mixture of photos and videos from collections from around the world.

Street Art Project

Heineken has created a new tool using Twitter that aims to provide consumers with recommendations for restaurants, cafés and bars based on their location drawing on social media activity including tweets, check-ins and photos across Twitter, Instagram and Foursquare. Consumers simply tweet @wherenext and their location to Twitter and it will get back to you with a response. More information over at The Drum.

WhereNext

Orangina have launched a new responsive website providing users with a friendly and uncluttered user experience.  Simple but effective.Orangina

Anad Sharma provides his own take on the quantified self tracking his own activities through data visualisations and well designed website.

April Zero

More interesting data visualisations, this time looking at life in the day of a New York taxi cab. A case of statistics and data brought to life.

NYC Taxis

The Universal Typeface Experiment looks to compare people’s handwriting from around the world. Using user submitted handwriting, the site provides viewers with the ability to filter by gender, age, country handednesss and industry. A nice way of celebrating handwriting from Bic as we spend more and more time at a keyboard.

Bic

Water resistant paint makes good use of one of Seattle’s more well known traits to promote the Bumbershoot arts and music festival.

The featured image is a piece by Mikołaj Rejs in Lublin, Poland and found on ekosystem.

Taking a Mobile First Approach to Retail

I gave the following presentation recently on the application of Mobile First within a retail environment. You can find the accompanying text and references in the post below.

Slide 1: Cell Towers by Rebecca Rothfus

Slide 2:  There’s no escaping the fact that mobile is here as smartphone and tablet penetration increases.

Slide 3:  Mobile is now taking the lion’s share of growth in ecommerce sales with tablets performing strongly and sales from smartphones growing particularly fast.

Tipping point reached in e-Retail, as mobile now accounts for all online growth, IMRG, 2013,

Slide 4:  Whilst sales are on the increase, it’s also important to look at mobile as an important contributor to offline and online sales.

The growing influence of mobile in store, Deloitte, 2013,

Slide 5:  I’ve taken a broader view of mobile first, looking at how retailers can better enable their offering to mobile and tablet users. It’s important to note that the retail sector is not homogenous and different strategies are going to work better for different parts of the industry.

Slide 6:  Mobile and tablet devices are getting more and more capable, but their form factor provide some limitations. Among these are more limited keyboard, smaller screen size and less powerful process. This raises the need for a digital presence that’s built with these constraints in mind.

On top of this, further impetus is driven by Google’s search optimisation policy which is penalising websites with slow mobile load times.

2014: the mobile SEO timebomb, Econsultancy, 2013

Slide 7:  Despite mobile device’s technical limitations, consumers expect their mobile devices to deliver a similar level of performance to their desktop equivalent.

The World Has Gone Multi-Screen, Google, 2013

Slide 8: The different formats of mobiles, tablets and PCs provide different optimum use cases.

The mobile screen is great for snack sized content. Tablet screen is a more lean back medium which is great for consuming media. PCs on the other hand are often described as lean forward medium where the user is better orientated to interacting with the content.

But for mobile devices, it’s not all about limitations as they’re increasingly loaded with a range of sensors which give them capabilities not provided by your PC.

There is a real need for digital resources to be designed in a way that reflects these differences. 

From Smartphones to Tablets – The Changing Landscape, immobi, 2013

Slide 9:  Mobile First asks designers to ensure that their designs will work within these constraints and not simply provide a lesser experience.

This has seen the growth of adaptive and responsive web design and…

Slide 10:  The emergence of card based user design formats, all of which look to adapt readily to the different devices form factors.

Designing for mobile use also means legible typography, content that renders in both portrait and landscape, concise content, avoidance of plugins such as Flash, click to call functionality and the minimising of user text input.

Why cards are the future of the web, Intercom,

Slide 11:  It’s also important to remember it’s not simply about the visual appearance but also ensuring that consumers have an easy way to navigate to where they want. This means a user experience designed for navigating by touch and meta data designed to enable the mobile searcher to quickly get from A to B.

The Mobile Playbook, Google, 2013

Slide 12:  The constraints of mobile mobile devices also make payments more difficult than on your typical PC. So it’s well worth giving thought to services such as Amazon Payments and Paypal which reduce the obstacles to purchase for mobile users.

We’re also beginning to see new models of payments emerge with initiatives such as Starbucks’ Tweet a Coffee and the use of mobile messaging platforms to make payments.

The future of mobile payments, Medium,

2014: the year of ‘Buy with Google’? Econsultancy

Hugo Barra, Vice President, Xiaomi Global & Loic Le Meur, LeWeb, 2013

Social commerce, the influence of China and other tech trends for Southeast Asia in 2014, TheNextWeb,

Slide 13:  It’s also important to consider native apps. These typically enable a great degree of personalisation, can make better use of phones’ native functionality, can be used offline and are typically quicker to start up.

Ocado on the Go, Ocado

Slide 14:  Mobile apps also provide a means of getting consumers to engage with your brand outside of just the purchase process. Content that informs and or entertains has the opportunity to put multiple shop windows in front of the consumer. Examples of these include Tesco’s meal planner or for a more light hearted approach, American retailer Home Depot’s mobile game.

It’s important to stress given the increasingly crowded nature of the app ecosystem, you cannot adopt a build and they will come approach.

Tesco Food, iTunes,

Corso’s Cornhole Challenge, Home Depot, iTunes,

Home Depot tackles mobile gaming to score sales, Mobile Commerce Daily,

Slide 15:  Consumers are faced with an endless array of choices, so the content needs to be compelling and the app needs to work well or consumers will simply go elsewhere.

Any mobile app developed needs to be promoted as it’s rare for a resource to go viral without a bit of a foot up.

Mobile app based strategy is not without its hurdles given that development is platform specific leading to the exclusion of users on other platforms. 

As an example, Android has the greater penetration in the UK but research points to iOS users making greater use of their devices’ functionality including spending more online. There’s also evidence that points to different audience profiles for the different mobile platforms.

Finally, Android has a more fragmented environment with a much wider range of devices and operating systems complicating any app roll out.

Android and iOS Demographics In The US, AVC, 2013,

Alert: Mobile Traffic and Sales Surge on Christmas Day 2013, IBM, 2013

Building Android first, Kidogo,

App Store Distribution, Apple,

Dashboards, Android,

The horrible state of Android fragmentation, iDownloadBlog,

Slide 17:  Whilst the majority of social networks function on PCs, it’s often on mobiles and tablets where they come into their own, particularly when it comes to the sharing of content and it’s on these devices we’re seeing the strongest growth.

Mobile users are nearly twice as likely to share content on social networks as desktop users, Social Media Marketing: The ROI is not MIA, Mobile Marketing Watch, 2013

Facebook’s Monthly Active Users Up 23% to 1.11B; Daily Users Up 26% To 665M; Mobile MAUs Up 54% To 751M, TechCrunch, 2013,

Slide 18:  This raises the need to optimise social channels for mobile users.

Whilst many of the principles remain the same as for desktop, there is even greater emphasis on brevity of content and the use of strong imagery to catch the eye of users.

Mobile users are nearly twice as likely to share content on social networks as desktop users, Social Media Marketing: The ROI is not MIA, Mobile Marketing Watch, 2013

UK retailers make a splash on Twitter as Christmas nears, Twitter Advertising Blog, 2013,

See yourself in Times Sq. on #NYE! Twitter, https://twitter.com/MasterCard/status/416657951428857856

What You Need To Know About Facebook Mobile Ads, Entrepreneur, 2013,

Slide 19:  Instagram, Vine and Snapchat are all built on Mobile First principles and provide great opportunities to reach consumers in a way that takes the best advantage of the limited screen space of the mobile phone with paid and earned media campaigns.

Are mobile social ads overhyped? Mobile Marketer, 2013

Co-op claims retail ‘first’ with Snapchat campaign, Marketing, 2013

Nordstrom: Vine on Vine, Brands on Vine, 2013

Slide 20:  Pinterest has been a powerful generator of retail traffic with the platform offering a strong mobile presence. Driving traffic to Pinterest provides a great means of increasing consumer engagement with retailer’s brand and potentially to purchase. 

It’s also important to consider other opportunities in the social space with Polyvore in particular standing out with its ability to generate sales traffic.

Mobile users are nearly twice as likely to share content on social networks as desktop users, Social Media Marketing: The ROI is not MIA, Mobile Marketing Watch, 2013

One social network you’ve never heard of drives 20% of all social commerce, VentureBeat, 2013 ,

New iPad and iPhone Updates: Collections, Shop on iPad and More, Polyvore Blog,

Slide 22:  Despite the growing penetration of mobile and tablets, the media world has still to adjust their spend to reflect this change. 

At a basic level, adding the use of mobile media in conjunction with traditional advertising brings an incremental lift in marketing campaigns.

Study: Mobile Video Ads Complement TV Campaigns, AdColony, 2012

Slide 23:  But where the concept of cross media activity really comes into its own is where different media are used together, increasing consumers’ engagement with the message.

The World Has Gone Multi-Screen, Google, 2013,

Slide 24:  A good example of this is the use of augmented reality apps, bringing traditional static media to life and providing a response channel for consumers.

Tesco Homeplus ‘Virtual Supermarket’, Streething, 2011,

Layar Creator brings interactive augmented reality to print media, The Verge, 2012,

Track My Macca, Protein, 2013

Slide 25:  We are also seeing the integration of mobile functionality into television advertising that goes well beyond simply providing a URL or hashtag.

Twitter now provides the opportunity to target advertising at Twitter users who have identified themselves as watching a particular programme, Kia is asking users to play tennis against their television and mobile app Shazam is being used as a response channel for viewers. We’re likely to see a whole lot more of these initiatives going forward.

TV conversation targeting launches in the UK and US: Coming soon to Brazil, Canada, France, and Spain, Twitter Advertising Blog, 2013,

Kia Game On Tennis, Google Play,

Expedia drives mobile bookings via TV campaign, trip-a-day giveaway, Mobile Commerce Daily, 2013,

Slide 26:  Where it gets really exciting is when different digital screens are combined creating an altogether richer interactive experience. Google has been doing this with its Chrome Experiments, and Orange had a go at it with it’s Hello 2014 campaign that ran over New Year’s Eve.

This multiscreening approach offers real potential but doesn’t come without its own problems.

The varied nature of mobile devices brings technical challenges, although the rise of HTML5, WebGL and other technologies are proving important enablers. More generally, different media platforms have been developed on different principles and cross media platforms are requiring the development of common frameworks.

hello 2014, Orange,

Orange Rings in the New Year with a Dual-Screen Experience, Counsel, 2014

Slide 27:  One of the key differentiators of mobile is its portability, raising place as an important variable. Location based services provide retailers with the opportunity to help get consumers into physical stores and keep them returning.

To put this in perspective 57% of smartphone users look for information at least once a week and 25% of smartphone users look for information daily.

Google statistics quoted in Optimizing Your Local Presence for Mobile Search (and vice versa!), Distilled, 2013

Slide 28:  Retailers need to ensure their physical stores are findable, with locations in online map services, retailers own mobile properties and location based services such as Fourquare and Facebook Mobile.

Attract new customers with local ads on the Google Maps app, Inside AdWords, 2013,

Tesco Groceries, iTunes,

 Slide 29:  Building on the earlier location based services is the finding of products, services and information instore using third party resources such as Google maps or via owned media.

Let indoor Google Maps be your guide this holiday shopping season, Google Maps, 2012,

Lowe’s personalizes mobile shopping via in-store app features, Mobile Commerce Daily, 2013

Slide 30:  It’s also worth encouraging customers to check in via Foursquare and Facebook, providing the retailer with free publicity across the consumer’s social networks.

Location based marketing is seen by many as a godsend, offering the opportunity to reach consumers when it takes them the least effort to purchase. The problem is that close proximity alone is not necessarily a good indicator of whether the consumer would make a good prospect. The best results come when location is paired with other variables to give a robust means of targeting consumers. We also need to be acutely aware of overloading consumers with marketing messages which could lead to their abandonment of this channel.

Powerful yet simple to use, Foursquare for Business,

Slide 32:  Mobile is coming to play a significant role in the instore retail environment.

The growing influence of mobile in store, Deloitte, 2013,

Slide 33:  Mobile apps like Amazon’s Price Check have raised the spectre of showrooming, as ecommerce operators aim to turn bricks and mortar shops into the display stands for their own operations.

And there is plenty of evidence to support consumers using their mobiles to check prices.

The Mobile Playbook, Google, 2013

Slide 34:  But international research by the Columbia Business School points to consumers engaging in a broad range of activities instore and it’s not simply a case of try there and buy elsewhere.

Showrooming and the Rise of the Mobile-Assisted Shopper, Columbia Business School, 2013,

Slide 35:  The use of instore maps provides a means of getting consumers to your goods and services, but where smartphones really come into their own is enriching the retail environment. This has traditionally required the sometimes clumsy process of scanning QR codes but NFC and Bluetooth Low Engery Beacons are providing a more seamless experience for mobile users.

This provides smartphone users with the opportunity to find out further information about the store and its products and services. Like an Amazon user, an instore shopper has the potential to pull down consumer and expert reviews, product demonstration videos and comparisons whilst keeping within the retailers’s digital and physical environment.

Apple’s iBeacon and NFC, DigitalLab, 2013,

Slide 36: We are also seeing smartphones used to deliver offers, promotions and rewards. A lot of noise is currently being made about the introduction of beacon based programmes enabling users to receive location specific deals, discounts and recommendations.

What is shopBeacon?   shopkick

Cartwheel by Target, Target

Macy’s Dips Toes in Brave New Marketing World, TechNewsWorld, 2013

Slide 37:  Mobile payments is another area we are seeing a significant change, offering consumers an easier way to purchase instore whilst avoiding unnecessary queues.

There are a range of solutions currently on offer, with mobile payment providers such as Google Wallet, Paypal, Masterpass and Square but it’s in the area of retailer specific solutions that we’re seeing the greatest success.

When considering mobile payments and beacon based initiatives, it’s also important to think about how any instore promotions will be integrated with retailer’s loyalty programmes and discounting campaigns which are also increasingly mobile enabled.

Like the use of instore beacons, mobile payments is very much a nascent field in which we’re seeing a rapid evolution of best practice.

Apple Store, iTunes,

KFC’s Mobile Shopping App sees 90pc of users placing orders via mobile, Mobile Commerce Daily, 2013,

KFC Fasttrack, iTunes

Walmart, iTunes,

2014: the year of ‘Buy with Google’? Econsultancy, 2014

I’m Still Waiting for My Phone to Become My Wallet, New York Times, 2013

Target leverages Facebook to bolster downloads for new mobile deals app, Mobile Commerce Daily, 2013

Slide 39:  The above quote comes from the New York Times paints a rather unwelcoming picture for the bricks and mortar retailer, but it’s not all bad. Mobile has the real potential to strengthen the hands of retailers with a physical presence. A more positive note was recently sung by IBM who have touted buying local as one of the key forecasted trends over the next five years driven by the opportunities of a more digital enriched shopping experience.

eBay’s Strategy for Taking On Amazon, New York Times, 2013

Buying local will beat online, IBM, 2013