May 15, 2015

FigDigEst: 15 May 2015

This week FigDigEst gets involved in a Twitter takeover, watches paint dry and discovers Brits trust bloggers more than they trust brands.

FigDigRetail: Vital Statistics

On Thursday we were joined by 150 delegates and 20 speakers for the Figaro Digital Retail Conference. Stay tuned for the videos and a full round-up of things we learned. For now though, here are some of #FigDigRetail’s vital statistics.

•Thirty-nine per cent of all product searches start on Amazon. Eleven per cent begin on Google.

• By 2018, video will account for 79 per cent of consumer traffic online.

• Tweets that use video content increase engagement by up to 28 per cent.

• The average inbox receives 120 new emails every day; we check our inboxes an average of 15 times a day.

• There are 34 million local searches in the UK every day.

• More than five trillion display ads were served in the US in 2013; average click-through rate was 0.01 per cent.

• Active Twitter use drives 56 per cent greater memory encoding than the average website.

• Notonthehighstreet’s personalised wine glass post (see below) was shared by 3 million users in one weekend.

noths_glass

#TakeoverTwitter

FigDigEst got involved with a Twitter takeover over at Affiliate Window this morning, as fashion specialist Susie Whitby took control of the company’s account to answer questions about fashion ecommerce, shoppable social networks and m-commerce. We asked #AskSusie what the biggest opportunity for online fashion retailers was at the moment, and she said mobile. “M-commerce is changing the face of retail as we know it”.

The Twitter takeover is an increasingly popular way to generate buzz and engage with audiences, especially if there’s a new product range or event to promote. Last week Australian comedian and actor Rebel Wilson took over the Twitter account of GLAMOUR magazine, ahead of the release of Pitch Perfect 2, giving fans the chance to chat to her in real time. All this works to break down the barriers that exist between the glossy celebrity world and the real people that’d love a glimpse of it. Highly personal, real-time engagement and a chance to reach a whole new audience—that’s what’s on offer here.

Other industries may not have the luxury of celebrity endorsement, but handing your Twitter account over to an expert for an hour or so can work just as well. People might be more inclined to ask those questions that they didn’t think warranted a phone call or email. It’s immediate insight into the concerns circulating within your customer base and an opportunity to give your brand a human face.

Like Watching Paint Dry

A few weeks ago we reported on the launch of Periscope, and this week it was announced that Twitter’s live streaming app can be used by those without a Twitter account. Brands have been quick to capitalise on the format in all the ways you’d expect. But for sheer audacity, we suspect US paint brand Glidden’s strategy will be hard to beat.

According to Adweek in the US, on Wednesday this week Glidden opened its Periscope account and streamed footage of a guy painting a wall blue. Users were then invited to watch as the paint just… dried. Three hours later, 85 people were doing exactly that. (To be fair, there was a promotional element which let users Tweet on #WatchingPaintDry to win free paint.) Is this the dumbest ever use of Periscope yet, asked Adweek, or the most brilliant? Could it somehow be both? We look forward to the live streaming of grass growing, clocks ticking, water evaporating and, well, nothing happening at all. (If anyone actually does any of this, we’ll be claiming the intellectual copyright.)

Seeking Attention

Attention, it’s often said, is the most valuable currency in brand advertising. A report released by Microsoft Advertising this week examines the impact of multiple screens on our attention spans and puts the onus on brands to create ad experiences in tune with shifts in behaviour. According to the research 86 per cent of Brits are multi-screening when watching TV, gaming or browsing the web. Those aged between 18 and 24 year have strong ‘selective’ attention – a consequence of growing up with digital technology and devices. Those aged over 45 are better at alternating attention.

Helpfully, Microsoft have identified three attention modes reflecting the way consumers use digital media. ‘Ninjas’ compartmentalise tasks so they can control their attention. Individual activities are allocated specific devices and work and play are usually kept separate. ‘Pragmatists’ show a degree of compartmentalisation but use attention skills to combine activities, rather than having rigid rules to organise their day. And ‘ambidextrous’ consumers blend tasks across devices to do household admin, work and social media activities at the same time. Test your attention and download the report here.

Trust Me – I’m A Blogger

According to an independent survey of UK consumers commissioned by affiliate network affilinet and released this week, bloggers are consumers’ third most trusted source of information. Here’s the list in full:

The affilinet Trust Index: Whose opinion do you trust the most?

1. Family
2. Friends
3. Bloggers
4. Social media contacts
5. Colleagues
6. Journalists
7. Religious leaders
8. Celebrities
9. Brands
10. Politicians

“It’s a very British thing, not to trust anyone,” says UK Managing Director of affilinet and friend of Figaro Digital Helen Southgate. “We’re a sceptical and wary bunch. I’m not surprised to see politicians at the bottom of the pile but perhaps a little surprised to see brands so low. What is encouraging though, is the role that bloggers and social media play within consumer trust. But we must as marketers respect that and not take it for granted or abuse the position of trust earned by these affiliates.”

Asked about the most important factors engendering trust among bloggers, 55 per cent of consumers cited balanced and fair reviews, while 53 per cent said they were looking for authenticity. The survey also revealed the type of content that consumers are looking for. Tips, hints and how-to guides were what consumers were particularly after (52 per cent), as well as content on a particular area or niche interest.

“The fact consumers look to bloggers to provide them with information about areas of specific interest goes right to the heart of the evolution of digital marketing. The question for bloggers is now how they go about building on this trust, maintain editorial integrity, and at the same time monetise their site.” Helen Southgate, UK Managing Director, affilinet

Backlinks – what we’ve been reading this week

BBC Business – Calculated Risks: Will Algorithms Make Business Boring?

Guardian – Help! I’m Accidentally Stealing People’s Identities and I Don’t Know How to Stop

Digital Intelligence Today – The ARC of Happiness: What Marketers Can Learn from the 2015 World Happiness Report

The Atlantic – What People Around the World Dream About

Huffington Post – Stephen Hawking: Robots Will Be Our Masters In 100 Years

Compiled by Jon Fortgang and Estelle Hakner