Formation Digital Agency

Data-driven attribution can help you optimize the performance of a single channel, like search, but to see the biggest impact you’ll need to understand how multiple marketing channels work together and take action on those insights. You might discover that you’re over-invested in a specific channel, like paid social, and need to move budget to a different channel, like video.

Thanks to mobile, people are finding it easier than ever to discover and buy what they need, when they need it. And they’re often researching a range of retailers, simply because they can. Whether they’re looking for high-consideration items or everyday essentials, people are more curious than everspending more time researching products they want to buy. In fact, when shoppers define a purchase as something they put a lot of consideration into, they spend on average 13 days researching.

We’ve all found ourselves in a situation where we have to do something but don’t know where to begin. It’s at these times that people might turn to YouTube: more than 7 in 10 viewers use the platform for help with a problem they’re having with their work, studies, or hobbies. Viewers aren’t just looking to brush up on skills they already havethey’re also hoping to acquire completely new ones. Of the viewers we spoke to, 86% said they regularly turn to YouTube to learn something new.

"In 2018, I predict purpose-driven ads will make up a larger share of brand-owned videos, especially related to the year's major global sporting events. Pixability's data shows that purpose-driven ads generate more views and a higher engagement rate on YouTube than non-cause related videos. Brands that achieve the difficult task of authenticity in their video content, by creating videos that align with the causes they genuinely believe in and support, will ultimately win in 2018. Bettina Hein, CEO at Pixability

"The time has come to really get to know Gen Z. Gen Z are now spending longer online on mobile than on all other devices combined, and this mobile-first mindset impacts all Gen Z’s media behaviors. For example, compared to millennials they spend longer on social per day, but less time on both broadcast and online TV. Short, bite-sized content is their preference, so brands will have to get on board. Jason Mander, Chief Research Officer at GlobalWebIndex

As technology changes, so do consumer expectations. Customers today are impatient, and their standards are unforgiving. Increasingly, consumers expect brands to intuitively know what they need when they need it and deliver it instantly.

People may be sharing less, but they still expect relevant, accurate information. In fact, people increasingly assume they’ll receive relevant information with fewer explicit inputs. They expect a simple word or phrase to deliver the results they’re after when they search. In essence, people are saying don’t make me exert extra effort when you should already know exactly what I want.

Desktops and laptops provide a limited view of somebody’s day. But phones are a constant companion. People turn to mobile to help them get things done, make decisions, and inform purchases. And if you understand your customers’ routines, you can better deliver compelling messaging.

Consumers want to be in control of the content they consume. A brand that doesn’t allow consumers to feel empowered could be hurting its relationship with them. This isn’t just a matter of slow loading sites or avoiding annoying experiences, though brands should figure out the things people don’t wantannoying pop-up ads, for exampleand steer clear of them. When it comes to mobile, marketers also need to proactively help people. Whether it be through speed, assistance, or relevance, consumers should feel like they’re in control every step of the way. That’s the recipe for a positive brand experience.

When a company doesn’t provide a delightful or relevant mobile experience, it can hurt the perception of its brand. For instance, seeing an ad for flights to Mexico when you’re searching for flight deals to Florida. People expect a travel company to understand their needs, especially if they’ve been leaving clues such as their browsing behaviors. But even worse than being neutral or irrelevant is being interruptive. Forty-six percent of people say they would not purchase from a brand again if they had an interruptive mobile experience. People specifically mentioned annoying pop-ups that block content or full-screen ads that force a user to scroll through to view content are examples of bad ad experiences that drive negative brand perceptions.

Consumers also expect mobile experiences to be relevant to them. Brands must anticipate the needs of their customers and offer products or solutions that are useful to them in the moment. Tapping into how people search can unlock powerful signals of intent. If you can understand where customers are in their shopping journey, you can deliver relevant messaging.

Nearly 9 in 10 smartphone owners who describe a mobile brand experience as helpful or relevant would purchase from the brand again. Being helpful can mean different things to different peoplefrom offering fast and friendly customer service to allowing people to quickly see if an item is in stock (and helping them find it elsewhere if it isn’t). Interactions with brands described as helpful are 1.5X as likely to lead consumers to both purchase and recommend that brand, compared to interactions they don’t find helpful.

With e-commerce sites, remember to also remove friction from the checkout experience by pre-filling user preferences, or using a third-party checkout service that already has billing information saved. Mobile visitors may also be researching to convert later. Offer a save-to-cart functionality or a simple way for them to resume their journey on another device.