Barcelona hosts the 2010 Interact congress of which Duval Guillaume is a sponsor.
The most interesting speech I heared today was about the Consumer Commerce Barometer. This is a global research project of IAB Europe, TNS Infratest and Google to quantify the role of online in the consumer journey from research to purchase.
The result of this research is the website http://www.consumerbarometer.eu/ which features a searchable database with data from 27 countries, over 30 verticals, over 40 questions about the purchase cycle, gender and age groups. I haven’t played with it yet, but at first sight this is a very valuable source of information on consumer behavior.
On our Duval Guillaume Modem seminar last friday, I presented the results of our research on organization structures to accommodate for content marketing and online conversations.
Changes in media consumption require changes in content creation and publishing
Many advertisers and even agencies still rely on campaign bursts: buying a big share of voice for a limited period of time. But in digital communication there is so much competition for attention that an advertiser cannot just buy attention alone. An advertiser must deserve attention. This can be achieved by offering valuable and relevant content to the audience and by deploying it on the right touch points (channels). This doesn’t work in bursts, it is a continuous exercise in gathering content, turning it into relevant stories, adapting the format to the touchpoint in mind, publishing it and maintaining the conversation.
An excellent example of content marketing is the Dutch retail chain Albert Heijn. They publish high quality content on food, wine, household tips and utilities such as shopping aids on paper, web, mobile and social platforms. Another classical example in the FMCG market is Starbucks. Starbucks publishes a lot of content and stories about social responsibility on the web and social media. Content marketing also exists in the B2B market. McKinsey Quarterly for example is an on- and offline business magazine of McKinsey & Company.
Albert Heijn's publishes content on all sorts of digital platforms
Content marketing governance
Many companies realize that they need to think in terms of continuous content creation and publishing, but don’t know how to set up their organization structure and processes (content marketing governance) to accommodate for this change. Little research has been done in this field and Duval Guillaume Modem started with explorative research on this subject.
Our research focussed on a number of aspects related to content marketing governance:
Hivemindedness: the degree to which content creation and publishing is an individual business as opposed to a company wide effort
Organization structure: who coordinates the process, ranging from complete freedom to complete control or somewhere in between
It’s been a while since I got excited about a piece of technology. I used to get excited anytime I would unpack a new computer, I’d be configuring the thing and installing software all night. The last time I did that was a couple years ago when I installed Ubuntu on a laptop. After that I would ask other people to install my new computers.
Yesterday I got to borrow an iPad for a couple of hours. I wasn’t sure what to expect, but after a few strokes I felt like a child with a new toy. I tried all the applications, played games, messed with the settings, I went through the office to show off to everyone. I let a number of female colleagues play with it – the iPad that is – and they felt from charmed to excited. You can tell when a new technology will be successful by having women test it. Geeks will love any new technology, but if women like it, you’re good.
For people who don’t have the time or energy to read through 15 blogs, I summarize each week a number of online conversations that struck me somehow.
All of Duval Guillaume (my employer) is skiing this weekend in Les Menuires – France, so I have better thing to do than writing. But I see my colleagues posting all sorts of videos and I thought this video is appropriate.
For people who don’t have the time or energy to read through 15 blogs, I summarize each week a number of online conversations that struck me somehow.
This week’s conversations where dominated by the iPad, tablets and other e-readers. This week Apple’s iPad became available for pre-order. According to some sources 90.000 units were pre-ordered in a couple of hours. The iPad seems to answer a consumer need. A number of manufactureres are launching similar devices or upgrading their existent ones: Amazon’s Kindle is getting a better browser, HP will be launching it’s Slate soon (contrary to the iPad, the Slate will support Adobe Flash). Barnes & Nobles is not taking sides. Its strategy is to provide books anywhere, anytime. besides it’s own Nook e-reader, the company is developing an iPad application. CrunchGear has a nice overview of the current state of tablet-like devices. All the iPad commotion has sparked the creativity of Dorito’s ad agency. Watch the iPad parody video below.
And last but not least Google is about to leave China over censorship issues. The company will close its search engine, but not the rest of its operations.
For people who don’t have the time or energy to read through 15 blogs, I summarize each week a number of online conversations that struck me somehow.
Youtube launched a new service: auto-caption for videos. It uses speech recognition to transcribe videos. A translation service translates the subtitles. Watch the video below and be amazed. Our kids will laugh at us for all the efforts we’ve put into learning foreign languages.
Apple is cleaning up the iPhone’s app store. After banning apps containing sexual content (bikinis are considered as sexual content by Apple), Apple has now removed a number of apps that scan WIFI networks. Apple is being criticized because they remove the apps without any notice to the developers.
Adobe’s Flash Player is under fire too. Apple doesn’t implement Adobe’s Flash player on the iPhone and the iPad. This has lead Virgin Airlines not to use Flash on its website.
For as long as I remember, Flash has been the most popular (and often only decent) way to get rich media and video in your browser. HTML5 is supposed to provide rich media features, but the standard isn’t finished yet and not all browsers support it fully. Internet Explorer 8 doesn’t support the rich media features. And since IE8 is still very popular, we’re not ditching Flash yet. But it seems IE9 will have strong support for HTML5.
I’m very curious about where this goes, but we recently compared Flash and HTML5 and the main problems for HTML5 are the lack of support by all popular browsers and performance. We’re not burying Flash yet.
Comedian Conan O’ Brian has started using twitter. He has only posted 12 tweets and has more than 500.000 followers already. Check his page for stuff like this:
This is only my 5th tweet and I’m already exhausted. My God, how does Ashton do it?
Last week I mentioned that Google is replacing Microsoft as the next evil company. Well, there’s more Google bashing this week. The EU is opening an antitrust investigation into Google. And apparently the complaints are filed by companies related to Microsoft. It seems Microsoft is not giving up it’s current evil company title for free. In Italy three Google executives are convicted over a Google video showing a handicapped teenager being bullied by some students. The executives are guilty of privacy violation. It seems to me that this could open the gates for an infinite number of charges.
On March 1st, Google will stop its support for Internet Explorer 6, followed by Youtube on March 13th. I know a lot of developers who are desperately waiting for the end of the browser from hell. IE6 is hated by developers because it takes all kinds of CSS and scripting hacks to make it work. People who can’t wait for its death, can already bury IE6 at http://ie6funeral.com/
And finally a not so remarkable evolution. At the Dutch interactive Spin Awards a huge shift in popular categories has happened according to a post on dutchcowboys.nl. The old time popular “Best website” is passed by “Best online campaign”, “Best content” and “Best use of media”. This shows that websites are becoming less important in the digital ecosystem. According to this interesting post by Paul Gillin, we are evolving to a site-less web, where information no longer needs a homepage to reach an audience.
A lot of brands are refraining from direct online sales because they don’t want to bypass their traditional distribution channels. That limits their web presence to a marketing platform, rather than a marketing & sales & loyalty platform.
I believe there are ways to create a win-win situation for the brand and the distribution. Brands can sell direct to customers online, but instead of direct shipping, customers pick up their goods at one of the brand’s retailers. The consumer gets the convenience of online shopping and the service and personal contact of a retailer. The brand can deploy an online sales and CRM platform, the retailer can still offer his added value and contribute to the customer loyalty.
This will not work for any type of goods, but for small furniture, consumer electronics, equipment, etc. it would.
About a year ago I bought a new car. I wanted to buy it online, but found out that I couldn’t. I knew the make, the model, the color, the options, the interior and last but not least the wheel caps, I wanted. So why would I go to a showroom? For a test drive? Maybe. To make my choice? No, in a showroom they will not have the exact configuration that I would want and every brand has an online car configurator. To negotiate? No, online platforms have proven to be a much more effective marketplace.
Is their a market for online new car sales? A 2008 Dutch study by Opel, shows that 26% of women would buy a car online. They would rather not go to a dealer because they don’t like to negotiate and they don’t like car salesmen. (read about the study, in Dutch)
Google was all over the internet last week. The company announced Google Buzz, its own social network – integrated in Gmail. Right after the launch people got concerned about privacy issues and mailbox overload. Getting less attention, but maybe more important is the fact that Google got regulatory approval to buy and sell power. As Google is getting bigger and more powerful, it is replacing Microsoft as the next evil company. Some people, such as Siva Vaidhyanathan, even turn criticizing Google into their job. Comedy.com turned its criticism into a sarcastic movie, see it below. Google’s CEO Eric Schmidt didn’t seem to impress with his keynote speech on the 2010 mobile World Congress.
More impressive is the demo of Powermat. The company demoed its wireless battery chargers on the Mobile World Congress. This enables mobile phones and other handhelds to be recharged without the need for an accessory device. The power is transmitted by induction. Watch the video below.
Movies
Comedy.com on Google Buzz
Powermat demo on the Mobile World Congress
World Tech Update rounds up the news from Mobile World Congress in Barcelona
Whenever a customer buys something, he will go through a process from need to purchase. In this process a customer will get in touch with different brands on different media and at different times. Every occasion where a customer gets in touch with a brand, we call a “touch point”. And the path along all touch points, we call the “customer journey”.
For the travel industry we would typically identify 5 stages in the customer journey.
Idea stage: the customer has the idea to go on holiday and has a vague idea of where, when, how and a price
Planning stage: the customer starts looking for locations, dates and rates
Purchase stage: the customer orders tickets and books hotels
Experience stage: the actual holiday
Evaluate & Talk stage: the customer evaluates his experience and talks about it
Reality isn’t a simple as the model above. In a real customer journey, the path isn’t linear and there are many competing touchpoints. So a brand must attract customers to a touch point and then try to get them to the next stage, until the sale is made (and beyond to create word-of -mouth and loyalty). But in the end, it is the customer who decides on which touch point he will land.
My wife recently booked a trip. I’ll describe her customer journey as a travel through space with the planets being the different touch points.
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For the travel industry we would typically identify 5 stages in the customer journey.