Archive for the ‘Dynamic Customer Journey’ Category


2013 Superbowl Ads Favor URLs, Hashtags –Not Facebook

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For the last few years (see 2012 data). This analysis is a bellwether on how brands will spend on an integrated experience for the year. Overall, we saw brands still hold onto corporate websites, although a big jump in hashtag usage, and decline in Facebook integration.

Majority of 2013 Superbowl Ads Integrated URLs, Hashtags –Few use Facebook
2012-2013 Superbowl Ad Tech Integration

Tech Integration Type 2012 2013 Percent Change
Corporate URL/Microsite 58% 46% -12%
Facebook 11% 7% -4%
Hashtag 7% 38% +31%
Shazam 6% 2% -4%
Total Ads with Integration 68% 75% +7%

 

Integration to reach the Dynamic Customer a top priorty for brands.
Brands know they must integrate their brand experience on multiple experiences and apply real time interaction, Altimeter’s research theme the Dynamic Customer Journey explores this challenging trend.. Adobe shared with me that: “Visits and page views to companies that advertise on TV during the Super Bowl show a 20% increase in visits on the day of the game and maintain higher than average traffic for a week following the game.” This integrated approaches means longer adoption over the 30 seconds. Top findings include:

  • 75% of Brands integrate second screen experience, up 7%. Overall, 75% of brand ads integrated social, mobile, hashtags, or apps in their $4m, 30 second spot (that’s $133k per second), this is up from 68% integration in 2012. This second screen promotion extends engagement to their websites and social sites, fostering a further integrated experience. Of note, Oreo was able to quickly create ads on social channels that tapped into the unexpected blackout, showing their advertising and marketing prowess, cross-screen. Expect this growth rate to only continue in 2014, as ads should cross the 80-90% integration rate.
  • Hashtags, presumably aimed for Twitter, dominate over Facebook. Hashtag integration in ads dominated the airtime, with 38% of ads including Hashtags in visual display on ads, up 31% out of a total of 64 ads. Twitter, a media-centric, network serves better for real time interactions of live events, rather than Facebook, which may spur deeper engagement through interactive media, social interactions, and applications.  Brand advertisers chose to integrate Facebook URLs or Icons a mere 7% down 4% from 11% in the prior year.   Facebook’s limited hashtag search restricts how brands can identify and engage in trends beyond a specific page. We observed that Calvin Klein trended on Twitter, at US level.
  • Niche Players Come and Go: Shazam down, Instagram Enters. The social media space is littered with startups that come and go. And while Shazam showed some promise in last years 2012 superbowl, their brand adoption rate decreased significantly. For the first time, Instagram made an entry with Oreo, and attracts thousands of followers. While Shazam fell in adoption, QR codes and SMS messages were not present at all in 2013, despite a few experiments in prior years.

Summary: Expect Hashtags to Overake Corporate Websites in 2014
Brands prefer deeper integration on their own website and leverage over-arching hashtags for events –beyond pointing to Facebook. Isolated Facebook falls in favor for these real time events, but likely provide a deeper brand engagement beyond the immediate event. While individual URLs to microsites and corporate accounts maintain dominance, Hashtags, which can be used in a variety of social networks, are permeable to multiple networks, extending broader engagement. Expect that the 2014 Superbowl favors hashtags over corporate URL usage.

Methods:  Altimeter tallied integration in Ads from kickoff to end of game, of major ads on TV.  We did not include ads involved in specific CBS promotions, instead brands that had paid airtime to reach this network. And yes, this means we maintained sobriety in the name of research.

Related Resources

Altimeter Research Theme: The Dynamic Customer Journey

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Connecting to customers is going to get more complicated, and brands (and their partners) must pay attention to the Dynamic Customer Journey.

We want to hear your point of view on the Dynamic Customer Journey (either in the comments below, or from your own blog) and we’ll cross-link to thoughtful discussions.

Introducing The Dynamic Customer Journey
We see this disruptive theme as consumers being able to use many sources, devices, and mediums at any given time, giving them more options and choices. The result? Consumers are enabled to have a unique path each time, making it harder to predict. This means the experience becomes increasingly fragmented for the brand, as they struggle to reach consumers across all these choices of sources, mediums, and channels.

What’s the opposite of a Dynamic Customer Journey? Back in the early mid-century, consumers had only a few TV channels and a few newspaper outlets to choose from. As a result, the experience was predictable, easy to target, and one-size-fitted-all. Today, this has drastically fragmented and is ever changing.

The metaphor I use, is when I’m in Times Square NY, and I’ve so many choices to look at logos, ads, and content across many screens, the real world, and people to talk to. We see a similar experience being present in front of consumers wherever they go, even in their living room with so many choices between TVs, laptops, tablets, mobile devices and soon-to-be Google Glass augmented reality.

The Factors that Impact the Dynamic Customer Journey Multiply Complexity
A corporation that’s seeking to connect to their customers must understand all of these forces that impact the journey. They must be able to quantify the following for every persona:

  • New sources of information: Aside from press, media, analysts they are also relying on the crowd, and their friends. Soon augmented reality will allow for new data forms we’ve not yet seen. (that’s about 5 factors)
  • New forms of media: The channels as we know them Paid Owned and Earned are starting to intermix, as a result a new form of media is impacting them. Social websites have social ads, making content and advertising a new form. (that’s about 3 factors)
  • New screens: Traditionally we’ve thought of TV, Laptop, and Mobile, but now we must factor in a tablet experience (which is different than the aforementioned) and with Google Glass augmented reality coming, that will be a fifth screen to build a strategy for. (that’s 5 factors)

To understand the complexity, this model suggests 5 X 3 X 5 which is 75 different permutations. Next, the brand must understand this for every single phase: awareness, consideration, intent, purchase, support, loyalty, advocacy, (that’s 7 steps, resulting in 525 permutations per persona) then multiple times every product group and then geography, the math is staggering on the complexity.

Call to Action: Share your Point of View
This theme is complicated, so in our Open Research model, we’re calling for the community to source and share ideas, so we can collectively learn together. Want to get involved? We’ve published more on our POV on the official Altimeter Blog, and if you wanted to share your perspective, we want to hear, and will link to the community discussion.

  • Technology innovators: What new devices, software, data do you see emerging that’s resulting in customers having more choices in their journey?
  • Agencies and Service providers: How will brands need to catch up in their go to market strategy? How should brands restructure their internal organization to accommodate this change?
  • Brands and Companies: What are you seeking from your solution partners to help bridge this gap? What do you need from technology and service providers to move forward?

Related Discussions
I’ll cross link to all thoughtful discussions