UPFRONTS
72% OF UK SHOPPERS SAY THEY’RE MORE EXCITED WHEN THEIR ONLINE PURCHASES ARRIVE IN THE MAIL THAN WHEN THEY BUY IN-STORE.
(Source: Razorfish Digital Dopamine Report) Ready for Reaction
Facebook users had been clamouring for it since the ‘like’ button arrived in 2009 and in September this year Mark Zuckerberg finally announced that the ‘dislike’ button was on its way. Except, it turned out, it wasn’t. After speculation over
what form the new function might take, in October Facebook started to roll out six emojis called ‘Reactions’. These include ‘love’, ‘yay’, ‘angry’, ‘sad’ and the helpfully elastic ‘wow’. Together they promise relief for anyone who’s wondered whether it’s really appropriate to ‘like’ news of a friend’s impending redundancy. “What people really want is the ability to
average a 35 per cent growth rate, until 2017. It’s not just traditional
mobile devices that are driving the trend. Barclaycard and Lyle & Scott recently created a contactless jacket with a
express empathy. Not every moment is a good moment or lends itself to a like,” Zuckerberg said in September. “It’s not a ‘dislike’ button,” wrote Chief Product Officer Chris Cox,
people really want is the ability to express empathy
What
“though we hope it addresses the spirit of this request more broadly.”
Expanding the range of quick emotional responses is a smart move on Facebook’s
chip in the cuff. And at London Fashion Week this year designer Henry Holland and Visa Europe unveiled a ring
embedded with an NFC chip that could be used to make purchases.
part. It enables brands to analyse sentiment more rapidly than text-based content. It opens the door to instant feedback and real-time messaging. And it avoids the troll-fest threatened by the initial ‘dislike’ button. It’ll be interesting to see if this new development, clearly designed with mobile use in mind, has an impact on the volume of comments posted on the platform. Ultimately, however, it’ll be users who decide on etiquette and usage; over time the existing ‘like’ button evolved to convey a much broader range of meaning than simple approval. And for everyone, not least Facebook, that’s a whole lot of new data incoming.
The downside to a
cash-free future: how will toss-of-the-coin decisions be made? Naturally, there’s already an app for that.
DICTIONARY INTERNET OF THINGS
The term’s been buzzing around for a while but 2015 has been the year that the internet of things became, well, a thing. The term was coined in 1999 by British technologist and entrepreneur Kevin Ashton and, from a marketing perspective, describes a new relationship between brands, consumers, technology and data. By 2020, according to Gartner, brands will have access to 25 billion connected objects, each one a mine of information. One school of
thought, eloquently outlined by Ray Kingman in TechCrunch
earlier this year, suggests that as a consequence marketing in the future will move towards a subscription- based model. Rather than hollering at consumers to attract their attention, brands will aim to own the relationship and automatically supply or update consumers with goods and services as required. As connectivity becomes constant, marketing will be increasingly driven by data and analytics. Know what a user needs before they know themselves and you’ve got a captive audience.
DIGITAL
CONTENT MARKETING IN 2015 GENERATES 3X AS MANY LEADS AS TRADITIONAL OUTBOUND MARKETING BUT COSTS 62% LESS.
(Source: Smartinsights/Demand Metric)
GENERATE 60% MORE ENGAGEMENT. (Source: Axonnmedia/Buffer)
SHORTER FACEBOOK POSTS GET 23% MORE INTERACTION. POSTS UNDER 250 CHARACTERS CAN
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