The answers lie in the data and how it is digested and applied will continue to play a vital role. Today we’ll take you through key takeaways from our AI in Marketing Summit, new shopping habits, microbrowser advertising, and the prerequisites for becoming a marketing masterchef.
As hundreds of marketers from across the globe networked and dove into bundles of key industry insights around AI in marketing, consumer behaviors, advertising, and a lot more – these were some highlights from yesterday:
Mobile advertising company TabMo commissioned Dynata, the leading data and insights company for ‘TabMo’s Retail Spotlight: UK Shopping Habits Before, During and After the Coronavirus Lockdown’ study. The survey asked consumers about their preferences for returning to shopping ‘In Real Life’ (IRL) when they could do so and here some key takeaways:
74% of respondents said they would go back to stores they frequently visited pre-lockdown as soon as the government said it is safe to do so.
Businesses that will soon see more footfall within one month of reopening:
Tech titan Brain Solis, brilliantly stated in our AI in Marketing Summit on June 25th that we are not in a “New normal” but an “Interim normal” which will see so many new consumer habits emerging.
He also burst the bubble that it takes 66 days to form a new habit which means brands that are agile and data-smart will manage to win more customers.
TabMo’s report saw these new behaviors in the making:
TabMo’s head of agency sales, Shanil Chande, says
“We are sailing in uncharted waters, but it seems that the UK’s love of shopping hasn’t waned during lockdown. However, consumer behavior does seem set to change, at least in the short term. Advertising has a huge role to play in promoting what is possible when it comes to IRL retail while also enabling people to stay safe. Content, context and cross-channel promotion will be key, along with the smart use of data to ensure that messages reflect each shopper’s specific needs and can be quickly adapted in a rapidly-changing environment.”
All these face a complex set of permutations and combinations of challenges that businesses will need to overcome. The common line of vision for the bigger picture of the oncoming times will be based on hyper-targeted advertising and marketing, which brings us to the next segment.
Did you know, WhatsApp has more than two billion users worldwide? People have been closer to their phones more than ever, staying indoors, using their phones to connect, learn, and entertain themselves which supports the logic of targeting mobile phones for advertising and marketing.
Messaging apps like iMessenger, Whatsapp, Slack, Snapchat, and Fiver continue to succeed as the modern age go-to pigeons for businesses to reach their message to their customer base/audience.
The Cloudinary’s ‘2nd annual State of Visual Media Report’ reveals some key visual media insights and trends based on billions of media transactions across more than a dozen vertical industries, including eommerce/retail, media, travel, and entertainment.
The most popular messaging apps for Western Europe which include the “Big Four of Europe” – France, Germany, Italy, and the United Kingdom were:
The top messenger platforms remained the same for North American countries – The United States, Canada, Mexico, and the others were:
However, the percentages for each of these regions vary simply indicating that there are many dimensions to data that can provide specifics.
Keeping it light, engaging, and interactive isn’t an option anymore – it’s a prerequisite for brands wanting to succeed in marketing and advertising. Cloudinary’s report states that microbrowsers are a key factor which when paired with visual-first content holds the potential for success. What are microbrowsers? Microbrowsers are basically browsers that serve handheld devices.
Every brand wants to win peer-to-peer referrals. To succeed at microbrowser advertising these are the elements to ensure:
Understanding microbrowser traffic and its relationship to social media can help correlate where your conversions are really coming from — and as a result boost or reduce spend accordingly to see a better ROI.
The global view of the best days and time slots as per Cloudinary were:
If you look into the US table, these were the best time slots and days to reach your audience:
Worldwide marketing spends exceeded $1.6 trillion in 2019. As our pulse survey’s findings, marketing budgets are mostly staying the same while a mere 21% of marketers said that their marketing budgets are increasing.
Let’s think of marketing leaders as the main chef in a global campaign restaurant where only the main chef is allowed to work with fresh, exotic, expensive produce. That’s exactly how precious budgets have become for marketing professionals in the current times. If not executed well, it can cost brands hundreds of thousands of dollars — if not millions — each year.
Now if you think of it, what separates a brilliant marketer from the rest and what differentiates a main chef from the rest is – Expertise and insight into how their product needs to be dealt with.
Cloudinary shared some insights that can help marketers get smart:
As our AI month nears its conclusion, there’s a continued appetite for AI-centric content and our key insights articles.
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