Ten Game Changing Content Marketing Trends

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Chatbots are the new Content Battlefield

Chatbots are taking over from Apps, according to a Fiksu Study. Teens spend an average of 23 Mins and 23 secs on Messaging Chat. Facebook reports that developers have created more than 11,000 chatbots for its Messenger platform, and Kik — one of the most popular messaging platforms among teens — unveiled 6,000 new chatbots.

Brands, have integrated bots in Shopping Experience that offer advice on choosing products. Integrating AI and APIs for Retail apps can enhance the shopping experience with user-friendly chat interfaces and expert advice.

Messaging Apps And Instant Content

Facebook Messenger has made  content publishing instant with Facebook Messenger where Publishers can publish articles on messenger. Messaging Apps can power publisher’s stories with instant audience reactions. For brands engaging users with via publishers posts can get the audiences respond live to a story.

Brands are going a step further encouraging customers to chat real-time on messaging apps.

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Live Streaming Becomes Native to Mobile Apps

YouTube makes live streaming native to the mobile app. According to the blog, YouTube mobile live streaming will be baked right into the core YouTube mobile app. You won’t need to open anything else, just hit the big red capture button right there in the corner, take or select a photo to use as a thumbnail, and you can broadcast live to your fans and chat in near real-time.

Live Video and Streaming Content Genres 

Twitter signs up with Pac-12 network to live stream sports events after a deal signed earlier with CBS News to live stream the Democratic and Republic Convention.”By expanding our digital footprint, Pac-12 Plus also allows us to connect more fans with more, live Pac-12 sports content through a platform they use every day.”

VR Experience Becomes Real

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Samsung and NBC team up for Virtual Reality experience linked to the Olympic games, by allowing Viewers to view the games footage in VR  after a few weeks. According to Venture Beat, NBC has revealed that the NBC Sports app will work in conjunction with Samsung Galaxy devices and the Samsung Gear VR to broadcast 85 hours of virtual reality programming. This will include both the opening and closing ceremonies, men’s basketball, gymnastics, beach volleyball, boxing, diving, fencing, and a host of track-and-field events.

Channels that are preferred by users for accessing VR Content.

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For content marketers the video footage that is live streamed can now be a more engaging content format with Virtual Reality.

Location Listings for Pokestops makes AR Relevant

Adding Yelp Listings to Pokemon Go made AR gaming more relevant. Introducing listings and reviews for an AR experience, can increase the engagement for your Brand.

Adding listings for your mobile app or a customer experience in a Review app increases traffic, in a more engaging content format.

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Emoji Power Takes Over  Branding

Diney’s Emoji Blitz game for iOS and Android, has over 400 character Emojis. Each Character Emoji has special powers that allow users to choose the Character Emoji. Building on Disney characters the Emoji centric game builds on the character brand defining new way for users to connect with their favorite characters.

Pepsi used Emojis for the World Emoji day celebration with Emoji filter on Snapchat and an Emoji keyboard update timed for the World Emoji day.

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SVOD Matches DVR Penetration

Subscription based Video On Demand matches the DVR penetration in the US Households. Users want to control the content they watch, with increased sign-ups for subscription services. As high as 30 percent have access to SVOD and DVR. According to Nielsen Research report, “SVOD penetration has been rising steadily over the past year, illustrating that viewers have a continued desire to control what they watch and when they watch it. And in many cases, that means more playback options is better. In fact, close to 30 percent of homes have a both DVR and access to SVOD—up nearly 20 percent from last year.”

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Mobile Devices Make For More Than 50 Percent of Connected Devices

Smartphone and Tablets are the most popular connected device in the US Households.

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Users Pay More Attention To Interactive Content

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According to a YuMe and Ipsos poll, 54 percent said they paid more attention to a highly interactive format, like videos with embedded quizzes.

Cart Abandonment – Infographic

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Cart abandonment occurs when shoppers add one or many items to their shopping cart, but leave before making a purchase. One of the fastest ways any online merchant can simultaneously increase revenue and the profitably of their marketing is to lower cart abandonment, thereby converting more shoppers into buyers.

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6 Ways to Promote Your Gift Cards

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According to Bizrate Insights, a survey conducted among consumers of 5000 eCommerce retailers via an online survey presented immediately after completing a purchase, Gift Cards are seen to be preferred by Millennials, with over 70 percent of 18-34 years, stating a preference for receiving Gift Cards. However, there was a gap among consumers hoping to receive a Gift Card and those who plan to buy a Gift card. The survey was, conducted among 11,067 online buyers, ages 18 and over, in the U.S. and Canada and carried out between November 1, 2015 and November 8, 2015.

According to Card Hub, the size of Gift Card market is projected to grow. In a research shared by CEB TowerGroup, Gift cards represent 18 percent of the money spent by consumers on Holiday purchases and eGifting is likely to trend upwards. The preferred  Gift Cards categories that buyers planned to purchase for Holiday season are Restaurants, Department Store, Coffee Shops, Entertainment and Electronics Store.

GiftcardsresearchRetailers targeting Holiday Shoppers have designed offers on Gift cards that are focused on customers interests and build on the experiential gifting. The search queries for Gift cards increase in the first two weeks of December and the top search queries for 2015 were restaurant gift cards, best gift cards.

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Consumer Focused Approach

Walmart’s robust offering of Gift Cards targeted at Movies and Music fans as well as  restaurant gift cards, provide a wide choice to buyers who want to buy Gift Cards that are likely to be preferred by the target audience. The choice of  retail gift cards provide an offering for consumers that are looking at choosing gifts based on interests. The gift cards value proposition offers a complete suite of gift options for different categories from Apparel, Dining to Entertainment. Combining the products with an e-gift delivery option makes for a comprehensive Gift Card experience from product design to delivery stage. Gift card experience from Walmart is designed around the consumer, with Branding and Design and the User Interface enhanced for Discovery.

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Key Takeaway 

Design your Gift card strategy around your core target audience buyer persona, offering different options, with branding and content experience enhanced for mobile discovery. Create a special icon to flag products that have an email delivery option or a special price offer, as can be seen for Walmart’s eCard.

Pricing Focus

Amazon designed special offers targeted at buyers of speciality cards, with a 20 percent off for buyers of gift cards, with special packs designed for up-selling. Target also focused on creating special price offers for gift cards and running special offers to promote gift cards.
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Amazon’s gift cards strategy focuses on creating a value proposition based on pricing and the choice of shopping all gift cards at one place. The choice that is available promises at reducing stress usually associated with finding the right gift.

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Key Takeaway 

Usually customers looking for deals and offers around holiday season tend to buy into value offers that can be redeemed after the Christmas sales.

Giving a choice of retail brands, adds choice for consumers with the possibility to find the right gift for different people.

Experiential Rewards

Sam’s  Club has created experiences for Motor Sports Enthusiasts, that features racing Experiences and different Drive packages. Sam’s Club includes  Gift Cards rating that lets customers choose and decide from popular cards that are featured in  “Popular Products” section.

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Key Takeaway 

Designing experiential rewards gift cards engages audiences for your brand with one of a kind offers that are not likely to be available off the shelf. Offering Experiential rewards Gift Cards are likely to create greater buzz and social media sharing for Gift Cards.

Price Match Guarantee

Best Buy offers consumers to choose from the options available with a Price match guarantee.

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Key Takeaway 

Offering Price Match Guarantee on Gift Cards is likely to resonate with audiences as it takes the stress away for Gift Card Shoppers.

Limited Edition Gift Cards

Starbucks  Limited Edition holiday cards, embellished with Swarovski crystals in Silver and Blue aimed at engaging audiences with a Lifestyle aspiration, making the card design as a reward in itself. The Gift cards are an extension of other merchandise available at Starbucks with Crystal and Gold embellishments.

 

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Starbucks promoted Holiday cards with Gift Cards Messaging.

Key Takeaway 

Designing Limited Edition Gift Cards are  a way to engage audiences for key occasions that reward your loyal customers.

Gift Card As A Reward

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Offering a Gift card linked to a purchase as can be seen from Target’s USD 100 Card linked to an Apple Watch purchase. Linking a free gift card offer with a purchase can help retailers boost sales with a special pricing offer linked to Gift Cards. Allowing time bound offers on Gift cards can further help retailers divert spend in lean sales months.

Key Takeaway

Gift Cards can increase sales when used as an incentive and increase sales during low season months.

Gift Card Statistics
 
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Smartphones and the Shopping Experience

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As high as 79 % of consumers use Smartphones while shopping and 85 % use smartphones in-store for shopping and the phones are used prior to the store visit. 65% of the Shoppers prefer Mobile Sites to Apps for shopping.

Smartphones are used to make purchase decisions across categories, including Appliances, Electronics and Grocery.
Smartphones users tend to shop more, the frequency of Shopping using Smartphones is linked to the higher value purchases. The infographic based on Google Shopping insights gives the purchases for each category and usage of Smartphones while shopping.

Savvy Shopper: How Consumers Use Their Smartphones to Shop

Source: Visually