BiGang Gong

BiGang Gong

Operation Director – China PRC

Mr. Gong has over 10 years experience on business management and company laws and regulations, have extensive knowledge and hand-on experience on all aspects of enterprise in China, operation management and project planning.
Mr. Gong holds a law degree in China and familiar with Chinese company laws and regulations.

Ben Song

Ben Song

Market Development Director (China Southwest region)

Ben follows his professional soldier’s father came to the southwest of China when he was small, inherited the family military gene, with the military perseverance blood; Ben has been in the southwest area for many years of marketing experience, has an unparalleled network of contacts and social relationship, also has excel ability to convert resources and project implementation capacity.

Richy Guo

Richy Guo

Senior System Engineer

As a core technology research and development engineer, responsible for system design and development; Richy has good communication skill, passion on innovation and new technology, true team spirit, and practical project operational experience.

Study shows 74% of website traffic driven by OOH campaign came from mobile!

Study shows 74% of website traffic driven by OOH campaign came from mobile!

For a couple of years now we’ve been evangelizing the natural link between out of home advertising and mobile search/devices.  And now the numbers are in to back that up.

Search is going Mobile:

One of the long standing pillars on the effectiveness of out of home has been the fact that consumers spend 70% of their waking hours outside the home. Now that so many of them are carrying smartphones it means they are spending that time walking around with a computer—and a direct, immediate link to the advertiser—in their hand.

In October of 2015 Google officially announced that more Google searches were taking place on mobile devices than on desktop.  This shift to mobile indicates a fundamental change in how we interact with computing.  It also indicates an important change in when, and more importantly where, we are searching for information.

But despite all this growth in mobile search, the last couple of years have been challenging for digital advertising.  Numerous studies have been released with significant findings such as:

  • 54% of online ads are not viewable (comscore, Viewability Benchmarks 2013),
  • As much as 61.5% of “viewers” were not human at all, but bots. (Incapsula, Bot Traffic Report)

A study released at the end of 2015 calculated that a new botnet called Xindi could cost advertisers as much as 3 billion dollars in fraudulent advertising by the end of 2016.

Coincidentally, the OAAA (Outdoor Advertising Association of America) was conducting an experiment around the same time “meant to demonstrate the role that out of home (OOH) advertising can play in driving digital engagement” while “exploring the interactions between the real world and digital media.”

Advertising in the REAL world:

This groundbreaking study called “Feel the Real” was aimed at probably the most jaded audience possible – the advertising community itself.  The core message of the campaign “This Ad Is Real”, was clear, simple, and direct, and provided a knowing nod to the challenges presented by digital advertising. It directed traffic to the campaign’s website http://feelthereal.org/ . Variations on the core message tapped into local landmarks, the “real” nature of physical spaces like buses and transit shelters, and even specific influential agency personnel.

news-20160315-001

When they arrived at the site, users went through a multi-stage test to verify that they were real people, and went on to be informed about the capabilities of OOH to drive digital traffic.

The campaign results speak for themselves:

95% of visitors were verified as human

85% of those landing on the “Feel The Real” site said they arrived after seeing an OOH ad

74% of visitors to the campaign’s site were from mobile devices, showing a direct connection between OOH and mobile activity

Driving Consumer (or Media Buyer) Behavior:

The OOH industry was having a good year through the first three quarters of 2015 with an average 4.4% growth over the previous year. Then the Feel the Real campaign took place. During the run the growth rate jumped to 6.6%.  This incremental increase in sales may not seem huge at first glance, but it amounted to over $23 million in additional sales from a relatively short campaign.

Not only did the campaign reach its intended audience (media buyers), and drive traffic to the site, it also helped increase awareness and sales.  If OOH can have such a significant impact on the behavior of such a specific audience—who are among the most skeptical around—imagine what it can do for more receptive consumers.

A recent Nielsen study showed that 33% of consumers have searched for an advertiser on their mobile device after seeing an OOH ad (Nielsen, Out of Home Study, 2016). With numbers as compelling as these it’s clear that advertisers need to consider OOH as an essential part of their media plans.

As Jim Spaeth, Chief Product Officer for research group Reality Mine noted in a recent article, ”OOH is often the first step on the path to purchase… (and) brands can secure shopper engagement with an effective hand-off from OOH to mobile… a key success strategy for brands and retailers… “

It’s clear that OOH & mobile are primed to become integral partners in reaching consumers outside the home, and driving search and engagement via their mobile devices. Advertisers are clearly spending significant resources optimizing their digital strategy, placement, creative, social media content, etc.  The question then is, are they spending the same amount of time optimizing the out of home plan?

Out of home has an existing footprint of various media that can intersect with audiences in a highly targeted—and very cost effective—way. Connections to consumers can be created with greater efficiency when OOH and digital/mobile strategies are combined. If out of home media can be such an effective driver for mobile and digital shouldn’t it be just as front of mind as the digital plan?

source: http://www.emcoutdoor.com/blog/2016/06/study-shows-74-of-website-traffic-driven-by-ooh-campaign-came-from-mobile/

中国户外广告产业发展的十大趋势

近年来,我国户外广告产业保持高速增长的态势。户外媒体已经成为继电视、网络媒体之后的第三大广告媒体。随着中国经济的快速增长和国家新型城镇化战略的实施,中国户外广告产业蕴含巨大的发展潜量和发展机遇。

当前,中国户外广告产业发展主要呈现以下十大趋势。

一、新型城镇的户外媒体资源争夺成为焦点

国家新型城镇化战略的实施,为中国户外广告产业发展带来新的发展机遇。城镇户外广告空间资源的增加,为广告主拓展城镇市场提供媒介平台。当前,一、二线城市的户外媒体资源基本饱和,三、四线城镇则处于欠市场开发阶段。一、二线城市的户外媒体面临存量调整,而三、四线城镇户外媒体则面临增量扩容。随着新型城镇化推进和广告主市场下沉,围绕三、四线城镇的资源争夺加剧。户外媒体公司需要提高新型城镇化战略对于户外媒体转型发展的战略意义,对于国内大型户外媒体集团而言,城镇市场的拓展无疑大大提高市场势力;对于区域小型户外媒体公司而言,城镇户外资源开发可以更好地贴近服务。建立全国新型城镇户外媒体广告资源联播平台网,为资源整合与交易提供便利,成为行业发展的现实需要。新型城镇化是以人为本的城镇化,新型城镇的户外广告同样需要以人为本。户外广告需要与新型城镇的整体规划深度融合,从而规避政府治理的风险。新型城镇化建设要求政府转变职能和提高管理水平,推进服务型政府建设,同时要求政府主管部门必须科学合理的规划户外广告空间布局,建立户外广告资源的公开交易机制,增加户外资源交易透明度,积极吸引国内外大型户外媒体集团参与新型城镇户外媒体资源的公开竞标。

二、多屏时代的户外媒体资源呈现整合态势

广告业已经进入一个多屏互动的时代,传统电视、网络视频、移动视频、楼宇电视户外媒体等构成了一个大视频的媒介环境,多屏整合已经成为广告界的共识。传统的观点将户外媒体作为传统媒体的补充性媒介,在多屏时代,户外视频媒体将会成为主导性的广告媒介,如何以户外视频媒体为主导,整合其他视频媒体,成为一个全新的课题。多屏整合的优势表现在:不同视频媒体拥有不同的受众,多屏整合可以提高广告到达率;多屏整合还可以提高广告到达频次,提高广告的曝光度,增强消费者的品牌印象和购买意向。多屏整合的困难表现在:缺乏科学的多屏整合优化工具,影响视频媒体组合投放的效果;缺乏第三方广告效果评估,使得视频媒体组合投放效果无从测定。多屏整合的出路在于:要提升多屏整合的广告效果,提高广告主的投资回报率,亟需开发科学的多屏整合优化工具,引入第三方广告效果评估机制。例如,秒针系统(Miaozhen Systems)、精硕科技(AdMaster)和泰一指尚(AdTime)等公司在跨屏整合优化领域做了有益的探索。

 

三、大数据的应用使得户外广告更趋精准化

大数据营销不仅是一种全新的营销理念,更是一种全新的营销实践。技术的发展为户外媒体公司的大数据营销提供了可能,也成为产业发展的必需。传统的户外广告是针对大众进行的传播,大数据时代将更加个人化、精确化。传统户外广告的受众信息大都是通过受众调查和专业仪器获得,而这种信息是零散的、小规模的数据,是一种小数据。大数据时代户外广告则更趋精准化,户外媒体公司可以利用大数据技术获得更多消费者个人化的信息,如个人特征、媒介接触、消费行为等,从而更加精准的进行户外广告的策划与创意,同时更加精准的进行户外媒体的组合投放。大数据的应用并不否定小数据的价值,实现大数据与小数据的结合,是户外媒体企业的新课题。互动户外广告显示屏的大量投放,手机与户外广告的组合推广,为户外媒体公司收集受众信息提供了便利。户外媒体公司可以利用先进的数据采集装置,对获取的大数据进行分析研究,从而为广告客户提供更具实效性、投资回报率更高的媒介策略。目前,大数据大都存在于各个户外媒体公司内部,如何实现大数据资源的整合和利用,是户外媒体大数据应用需要重点解决的问题。同时,大数据也会改变户外媒体传统按位置定价的方式,有价值的目标受众规模将成为户外媒体定价的重要考量指标。大数据的应用与个人隐私的保护,是大数据时代企业共同面临的伦理困境,更好地处理两者之间的关系,也是户外媒体公司未来发展需要考虑的问题。

四、户外媒体数字化转型成为产业必然趋势

数字户外媒体已经成为户外媒体经营增长最快的领域。数字技术的发展为户外媒体的数字化转型提供了技术支持。数字技术的发展以及受众数字媒介接触习惯的改变,使得户外媒体数字化转型成为可能和必需。受众已经进入了一个读图时代,这个时代的显著特征就是浅阅读、娱乐化、互动参与。相比较传统的户外广告大牌而言, 数字户外媒体有了更多互动创意的空间。数字户外媒体的大数据应用也使得户外广告的投放可以更加精准和灵活。户外媒体的数字化转型包括两层含义:一是户外媒体公司的数字化思维;二是户外媒体介质数字化转型的实践。从数字化思维的角度来看,所有的户外媒体公司在数字时代都需要建立一种数字化思维,积极运用数字技术来更好地为广告主提供科学解决方案;从户外媒体介质的数字化转型角度来看,或是新技术融入传统户外媒体,或是数字户外媒体的开发与应用,如触摸屏的人机互动技术在出租车上的大面积普及,AR、LBS、QR等新技术在户外媒体领域的应用,都赋予了户外广告新的活力和产业机遇。数字户外媒体的发展,要求户外媒体公司提供更加科学的调研、监测与效果评估广告效果监测。同时,也并非要求所有的户外媒体实现数字化,传统的户外大牌仍然有发展的空间,优秀的广告创意和媒介创意仍然是户外媒体产生效果的关键。

五、互动体验式户外广告营销渐成行业主流

传统的户外广告更多是一种展示,数字时代的户外广告则需要更多互动体验。展示能够提高认知度,而互动体验可以则可以增强品牌购买意向。传统户外广告作用于受众的视觉,而互动体验式的户外广告则作用于受众的全方位感知。这种全方位感知是立体的,而非平面的;是动态的,而非静态的;是激发想象力的,而非受众置身事外的。互动体验式的户外广告不仅可以通过调动受众互动体验,强化对品牌的认知和促进购买行为发生,而且由于其独特的创意,能够在社交媒体中形成病毒传播和口碑效应,扩大户外广告影响范围。互动体验式的户外广告可以概括为四种模式,即产品融入式的互动体验、个性定制式的互动体验、活动参与式的互动体验和媒体整合式的互动体验。例如,由W+K与Mindshare、Kinetic等媒介代理一起协作完成NIKE “狂足快跑互动活动”,就是一例成功的互动体验式户外广告。这个活动将蓝牙技术与传统户外灯箱相融合,在户外针对受众传递产品 “快” 的概念与”快与赢”的推广信息。只要来到活动指定的灯箱前,打开手机蓝牙就能收到活动的提示信息。按照提示操作启动计时后,参与者便可以全力加速跑向指定的耐克专卖店。一旦进入目标区域,蓝牙会自动记录其用时并发送验证码,用此验证码登录活动网站注册即可获取成绩,每天跑得最快的参赛者赢得一双Nike Zoom鞋,并在活动灯箱和活动网站上同时公布,成为快跑传奇。

六、低碳经济驱动户外媒体公司的创新发展

发展低碳经济是国家经济战略的重要构成,户外媒体发展必须与国家经济战略深度融合。户外媒体技术公司和户外媒体代理公司开发和使用低碳环保的户外LED、LCD显示屏等,是企业社会责任的内在要求,更是现代城市建设的必然要求。户外媒体广告是城市景观的一部分,低碳环保的精彩户外广告,可以增添城市活力,美化城市环境,反之亦然。随着低碳技术的发展,市场上出现了很多低碳户外媒体,如康佳、创维、TCL、长虹等国内电子产品巨头纷纷涉足这一领域,在LED、LCD显示屏市场展开激烈角逐。未来的竞争必然是标准的竞争,在国家大力发展低碳经济的背景下,谁在低能耗、低污染、低排放的技术标准和性价比方面更占优势,谁将会成为户外媒体市场的最大赢家。户外媒体产业的发展必须符合国家经济战略和城市发展的总体规划,必须避免声光电污染对城市环境和居民生活的负面影响,从而获得可持续发展的空间。

七、户外广告与手机媒体整合推广前景广阔

根据中国互联网信息中心(CNNIC)发布的最新数据显示,截至2014年6月,我国手机网民规模达到5.27亿,手机网民规模首次超过传统PC网民规模。智能手机的互动性为户外广告带来了无限可能,数字户外开始向智能化、互动化和个性化演变,数字户外与移动手机的结合为广告注入了更多创新性和互动性,将创意与受众所在的环境紧密的联系起来,以一种极为有力的方式影响目标受众,让品牌与受众产生更深层次的活动交流,带来交互式营销体验。”户外媒体+手机智能终端+电子商务+手机支付”成为户外媒体广告营销发展的必然趋势,也必将提升户外广告价值,为户外媒体发展开辟广阔的空间。目前,NFC(Near Field Communication,近场通信)技术已经在全球范围内应用于广告宣传和促销目的,消费者只要轻点他们内置NFC的智能手机,就能获取内容,这些内容从一个简单的视频到高度定向和个人化的服务。户外广告与智能终端的融合推广,已经广泛应用到实践领域。例如,2014年3月,航美传媒在北京机场首次试验数码框架互动平台,通过短信和QR码, 使航空旅客与LED屏幕进行手机互动,以此监测广告投放效率并收取费用。另外,分众传媒计划未来在全国上载急速WIFI下载系统,覆盖到商业楼宇里,其速度之快可以在15-20秒内下载一部电影。每个人会有个类似分众小秘书的个性页面,汇集适合受众的APP。分众布局基于移动互联网概念,在其媒体覆盖的百货公司,所有产品都将可以通过用手机扫码等互动形即刻在线购买。

八、户外媒体公司通过并购与联合提升实力

并购与联合是户外媒体公司规模化发展的重要途径。户外媒体公司可以通过与其他同行业公司建立战略联盟的形式开展合作,也可以通过并购战略将资源内部化,扩大户外媒体网络,提升户外媒体公司竞争力。户外媒体领域的并购与联合表现在两个方面:一是户外媒体之间的并购与联合,以此提高媒体覆盖率。例如,2014年6月,大贺传媒6375万人币收购南京安康余下49%股权,南京安康集团主要在中国的”安康宣传栏”上从事设计、制作、发布广告及特许经营”安康宣传栏”。目前全国已建安康快告栏约8000个,覆盖近5500个小区共900万个中高收入家庭;二是户外媒体与关联行业的并购与联合,进而发展成为综合性的整合传播集团。例如,受并购分时传媒带来的业绩贡献,联建光电2014年前三季度业绩实现大幅增长,其中实现营业收入6.35亿元,同比增长48.69%,实现净利润7620.75 万元,同比增长308.18% 。2014年9 月,联建光电再度公布了购买资产公告,拟以现金及发行股份的方式购买友拓公关100%股权和易事达100%股权,并募集配套资金。公司期望借助本次并购,进入公关传播以及数字服务行业,将从原本单向的广告投放传播提升为线上、线下双向互动传播,通过公关业务和广告业务相结合,更好的为品牌客户提供全方位的服务。收购易事达后,联建光电LED 显示屏产量居国内第一,成为国内最大的LED 显示屏制造商。

九、公共信息平台与商业信息平台融合发展

户外媒体主要是作为一种商业信息平台,商业性是户外媒体的本质属性。公共信息的传播是户外媒体的衍生功能,户外媒体传播公共信息可以提升关注度和媒体价值,进而提升广告价值。从受众信息接受和媒体责任的角度来看,户外视频媒体有必要向公共信息服务渗透。首先,从受众信息接受的角度来看其功能调适的必要性。受众通过信息主要满足两种需求,一是娱乐需求,一是获取有价值的信息需求。视频媒体在信息传播过程中要充分满足受众这两方面的需求。公共信息往往是受众欲知和可能未知的信息,因而对受众具有较强的吸引力,在传播商业信息的同时,增加公共信息的内容,对于锁定受众眼球具有重要价值。其次,从媒体责任角度来看功能调适同样有必要。户外视频媒体的发展需要有良好的外部环境,政府的支持、受众的关注、企业的热投、资本的追捧等,而提供公共信息服务则能更好地实现其商业目的。另外,从现代城市发展来看,户外视频媒体作为城市数字化发展战略的重要构成,也迫切需要进行功能的调适。商业信息平台和公共信息平台的融合成为户外视频媒体发展的趋势,一些户外视频媒体通过功能的调适与重构已大大提升其传播效力和商业价值。

十、户外广告监管机制的创新与数字化管理

政府对户外广告的管理逐步开始数字化,户外广告的数字化管理将会极大提升监管效率。户外广告的数字化管理具体包括以下三方面内容,一是要求户外媒体实现数字化,二是建设户外广告牌实景三维可视化数据库,三是建立城市户外广告综合业务管理平台。通过建立实景三维可视化的城市户外广告数据库,包括广告牌的实景图片、数量、规格尺寸、发布单位、年限等内容,并与广告牌审核、执法等业务相结合,可以更好地实现城市户外广告规范化、商业化、条理化、美观化管理。例如,2014年8月,山东省德州市委托武汉立得空间数据采集公司在德州市区开展户外广告牌匾的数据采集工作,为即将开发的户外广告监管子系统做准备,该系统的建成将大大增强城市管理中对于户外广告牌匾的监管工作,信息采集员只需拍摄照片并回传监督指挥中心,系统就能根据基础数据做出对比,判断广告牌匾的设置是否符合规定,从而极大地提高了城市管理效率。

source: https://mp.weixin.qq.com/s?__biz=MzIzNzI3NjY3Nw==&mid=2247483784&idx=1&sn=f39991a2a7aea01f0b6127d24a9de664

Shoppers are changing their behavior: are you prepared for a fragmented retail future?

Shoppers are changing their behavior: are you prepared for a fragmented retail future?

In case you hadn’t noticed, things are changing in the world of retail. And not just by a little. They are changing a lot! And at its heart is a revolution in the way shoppers are shopping. If ever there was a rationale for the existence of shopper marketing, this is it, or rather, now is it! To win in the world of consumer goods, brands and retailers have to win with shoppers. And that means all marketers, whether marketing to consumers or shoppers, need to invest in understanding shoppers, segmenting shoppers, targeting shoppers and marketing to shoppers better than anyone else.

Shoppers’ behavior is shifting radically
Changes in shopper behavior are sending shockwaves through the industry, but many misinterpret and over-simplify the situation. What we are seeing in shopping behavior shifts is more than a simple move to online, and it is more than shoppers being more price sensitive. To understand shoppers properly shopper marketers must dig a little deeper to understand what has driven shoppers in the past, to better understand the likely patterns of the future.

Want to know more about understanding shoppers, creating shopper insights, marketing to shoppers and investing in retail? Join me, together with my business partner Toby Desforges, in London this July for fantastic one-day workshop – The Shopper Marketing Revolution LIVE

The internet has clearly liberated shoppers from the tyranny of having to shop in the stores in a specific locality, and has helped price-conscious shoppers dig out the best deals through price comparison sites. But while that might have been the catalyst of these shifts it is an oversimplification to look at shopper behavior as a movement online. What is actually happening is a reversal of a sixty-year long trend in shopping and retail. What I’m talking about is the end of the one-stop-shop.

For decades shopping trips have coalesced into fewer and smaller shops: driving the collapse of specialist retailers and the growth of superstores and hypermarkets. At its heart was a shoppers’ desire for convenience, quality, selection and price. These superstores offered a reasonable compromise at a time when the independents they competed with didn’t. Those who look back with nostalgia on the high street of yore forget that for every quality butcher or baker, there were many who sold mediocre produce, relying on the fact that shoppers in the town had little choice about where to buy.

Shoppers are making different decisions
And that is where this shopper revolution begins. Shoppers now have choice, and they seem to be rather enjoying it. Not just a choice of buying online, but a choice of where to buy, and what to buy, and who to buy it from. A choice of which categories and brands to invest time in, and which not to. Shoppers have suddenly found themselves with more options than a shopper has ever had. And they are loving it.

Retailing is disrupted as shopping trips are fragmenting
Shoppers are smashing the one-stop-shop into pieces – their shopping is fragmenting over multiple shopping trips and multiple shops. Don’t believe me? Convenience stores are booming across the world. In the UK, entertainment specialist HMV, driven into administration just a couple of years ago by the big superstore retailers and online retailers such as Amazon, now sells more music than Tesco, and is the UK’s number 2 entertainment retailer. Specialists are growing in all sorts of categories, driven by the desires and needs of some shoppers to experience something that the likes of Amazon and Tesco can’t create.

Discounters are growing too, as there are categories which, for some shoppers, are all about price. Categories where a wide range of products simply isn’t important. Yet thediscounters’ offer clearly isn’t all about price. In the UK, Aldi and Lidl have just won a whole bunch of awards for the quality of their own label product. Hardly what one would expect of an apparent ‘hard discounter’.

Shoppers shift, retail responds – brands caught in the crossfire?
Now is the time for brands to really start thinking carefully about shoppers, and how they are going to engage with them today and in the future. This shopping fragmentation creates challenges, for sure, but also creates a number of opportunities for manufacturers to reconfigure the way they market to shoppers and invest in the retail trade. Brand manufacturers have some really tough decisions to make. They are being pulled in multiple directions. There is a need to invest in new channels and retailers as they are potentially ‘the future’. Yet customers such as Walmart-owned Asda, who this week announced a massive sales slump, will still demand investment (indeed might be demanding more!)

How to survive? The answer is quite simple in principal (though let’s not pretend that its simple in practice!):

Different shoppers will go to different channels and stores for different things
Genericism is never good in marketing. In the past, however, it hasn’t been fatal in the world of shopper marketing and retail investment. Evidence the walls of price discounts in most stores. In the future, this type of ‘marketing’ will simply not be good enough. Shopper marketers must focus and adapt. It is impossible to win with everyone, everywhere. But byunderstanding, segmenting and targeting shoppers effectively, brands can both drive growth and improve returns on shopper marketing and retail trade investment.

Start by identify your target shoppers
It’s not possible to win with every shopper, everywhere. Omnichannel in its purest form isn’t possible. But we can win with the right shoppers in the right environments. The starting point of real shopper marketing is therefore to understand who your target shoppers are. Trying to understand too broad a set of shoppers will lead to generic data which doesn’t lead to insight. True marketing is about focus and targeting, and shopper marketing is exactly the same.

Prioritize the channels and environments where you can influence your target shoppers
There are so many environments, both online and offline, where shoppers can be found, the choices facing shopper marketers are dizzying. But investing in all places is inefficient, if not impossible. Shopper marketers therefore must invest in channels where theretarget shoppers can be found, and influenced. Just because a shopper is present in a channel, doesn’t mean it is worth investing in. We’re all on Facebook, but that doesn’t mean you can influence my choice of detergent there. And again, the key comes in focusing on those target shoppers you want to influence, and prioritizing channels based on where they can be found, and where they can be influenced.

Invest in the right shopper marketing mix
With clarity on which channels and environments are influential for your target shoppers, the next step is to identify the right shopper marketing mix to create the desired behavioral change in those target shoppers.

Reconfigure trade investment to support your shopper behavioral goals
The last step is to then begin the process of reconfiguring retail trade investment to support the right activities in the right environments. This might mean reducing investment in some retailers as the stores which they own simply aren’t that influential. It will certainly mean investing in different ways. Easy? Not at all. Necessary? Absolutely! Brands simply can’t afford to keep investing in activity which isn’t effective.

These are turbulent times for the consumer goods industry, and those who think that business as usual will somehow be good enough are in for a rude awakening. The world is shifting radically, and new approaches are needed. Tough decisions need to be made, but those decisions must be informed. And that means all marketers, whether marketing to consumers or shoppers, need to invest in understanding shoppers, segmenting shoppers, targeting shoppers and marketing to shoppers better than anyone else. Want to know more? Come and join me, with by partner and co-author Toby Desforges, in our one-day workshop in London this July. We’ll cover all of this, and more, in way more detail than I can hope to do in a simple article. Hope to see you there!

source: https://www.linkedin.com/pulse/shoppers-changing-behavior-you-prepared-fragmented-retail-anthony

Barneys百货:用技术重新开店

Barneys百货:用技术重新开店

在实体零售整体处于下行期的今天,回到核心商圈重走老路的Barneys百货通过数字化的复兴重新回到了顾客的视野。

我们不妨来看看,它是如何依靠智能设备、社交媒体以及全渠道来重塑自己的。

1. 全套的店内定位体系

Barneys百货将整套店内定位体系(iBeacon)植入其App当中,这样,顾客不仅可以用App做到店内自导航,而且每当有新品推出,顾客也都会收到提示。

同时,Barneys百货还会将时尚杂志的相关内容、设计师访谈、视频等推送到用户手机上——想要得到这些,用户只需要打开App,同意“基于位置的服务”和“接受推送信息”就可以了。

在店内,App会让用户的享受到更个性化体验,系统会自动将用户心愿单和库存信息进行匹配,如果有货,就会提醒用户;同时系统还会根据时尚杂志的相关推荐、潮流为用户进行推荐。

2. 服务人员人手一台iPad

在iBeacon系统之外,Barneys百货为每一个工作人员配备了iPad以帮助他们为顾客提供服务,顾客也可以通过这个iPad来实现商品的结算。

不过最重要的是,iPad可以帮助店员识别出哪位顾客是老顾客,这将通过对于用户线上、线下历史订单的调取而实现。

3. 同日送达

作为被亚马逊惯坏的用户,现在2日内送达甚至某些地区的同日送达已经成为常态。Barneys百货表示,如果用户在中午12点前下单,那么商品将在当天从这家店铺送达用户(目前只针对于曼哈顿和布鲁克林地区的用户),只不过用户将为同日送达支付25美元的运费。

对于奢侈品百货的用户来说,这点钱还是可以接受的。

source: https://mp.weixin.qq.com/s?__biz=MzA3OTI3Nzg2NQ==&mid=2651079342&idx=1&sn=a110b31f33b4e207c3388040484972e8

Interaction 2016: Integrity in the Digital Marketplace

Interaction 2016: Integrity in the Digital Marketplace

Insights from 45 Markets Reveal Opportunities and Challenges for Reaching 2.3B Online Consumers

New York & London, April 25, 2016 — GroupM today published Interaction 2016, an annual report offering insights into digital advertising globally. It covers consumer behaviors, technology and marketplace trends, as well as figures on the number of consumers online, the amount of advertising investment directed to meeting them there, the most popular online platforms and the amount of commerce transacted online.

The 2016 edition discusses six macro trends believed important for study including adblocking; the integrity of digital supply; mobilization and the expansion of app use; TV???s transition to over-the-top; the application of data to marketing; and the expansion of e-commerce. ??The report suggests that the digital marketplace is at an important pivot point requiring industry-wide collaboration and commitment to ensure ongoing consumer engagement with brand messages in media.

Interaction is part of GroupM???s This Year, Next Year thought leadership series which taps into WPP???s global network of communications, data and research companies to form the most comprehensive views of the media industry worldwide. Interaction 2016 includes data from 45 countries and analysis by GroupM???s Chief Digital Officer, Rob Norman and Futures Director, Adam Smith.

GroupM predicts digital advertising in 2016 to comprise 31 percent of measured advertising investment in media, up from 28 percent in 2015 and representing a 14.4 percent increase to surpass 160 billion USD. The investments are aimed at reaching nearly 2.3 billion adults expected to use the Internet in the year, and increasingly executed programmatically. In 2015, 37 percent of display ad investment was transacted programmatically, up from 21 percent in 2014.

The effectiveness of these investments is impaired by problems with the integrity of digital supply including fraud, viewability and measurement, which past Interaction reports have explored. This year, the report also seeks to add clarity to the issue of adblocking. ??Some correspondents reported a lack of hard facts on the state of adblocking, but 19 countries??reported figures on the percentage of users with adblocking technology installed on their devices. Countries with the highest percentage of consumers using adblocking tech included France, Poland and Austria ??“ each reporting greater than 30% of users.

???The rise in consumer adoption of adblocking technology violates the inferred consumer contract with content owners which enables advertising investment to support content development. For this reason, and its potential to inhibit brands??? ability to reach their audiences, it merits close study and preventative measures,??? said Adam Smith, Futures Director. ???We have much farther to go in understanding the true impact of adblocking as estimates of lost inventory are scarce. We will be tracking closely the progress of initiatives like the IAB???s LEAN program in the U.S. which encourages publishers to develop light, encrypted, ad choices-supported, and non-invasive advertising strategies to reduce page latency and other nuisances that may encourage the adoption of blockers.???

In addition to ad avoidance, other important trends discussed in Interaction 2016 include:

???Integrity of Digital Supply: Impression and non-impression-based ad fraud remain concerns and risk varies by market. ??GroupM recommends working with trusted partners, use of pre-bid controls in unknown markets, development of specific contracts and reliance on verification tools and vendors.

???Use of Apps: A majority of smartphone users have between 30 to 50 apps installed, and this rise of app usage is a challenge for advertisers. Emerging, more interactive, app-native ad formats hold promise.

???E-commerce: Globally, e-commerce is expected to reach 1.81 trillion USD this year (8 percent of global retail), up from 1.57 trillion in 2015. E-commerce strategies enabling transactions anywhere and anytime are on the rise and will become the norm.

???OTT TV: TV consumption is increasingly non-linear, particularly with younger audiences. However, correspondents reported comparatively minor shifts in investment due to a prevalent lack of understanding about non-traditional formats and lack of standardized audience measurement around digital video. Next year, we expect that live streaming of video on Facebook and other platforms will be a significant topic in Interaction.

???Applying Data: Correspondents reported that the accessibility, the collection and the application of data from owned and third-party sources remains an imperative and a challenge for many clients.

???We are not now, nor have we ever been, in ???steady state??? with digital advertising. The velocity of change makes for a dizzying environment for marketers, but we???ve identified what we believe to be enduring truths,??? said Rob Norman, Chief Digital Officer. ???Data and technology have changed advertising for the better, even in video. But ads stop working when they???re avoided and when the ecosystem allows fraud, or when strategies don???t follow the consumer to apps and commerce anywhere. Though there is more still to understand about ad avoidance trends, data does suggest the time is now to share in a profound sense of responsibility, transparency and vigilance to ensure the ongoing engagement of consumers with brand communications.???

source: https://www.groupm.com/news/interaction-2016-integrity-in-the-digital-marketplace

Case Study for Monetized Beacon Deployment in China

Case Study for Monetized Beacon Deployment in China

24,694 vouchers are claimed and 20,562 (>83%) of them are redeemed. The related sales amount is more than $16 million US dollar (>100 million RMB). This is business promotion output of Chow Tai Fook???s Beacon deployment in the 2015 Chinese New Year period. The data is shared by Chow Tai Fook (CTF)???s GM in last week.

In the 2015 Chinese New Year, Beacon based proximity market is boosted as WeChat (No.1 Smart Phone Social APP in China) enter the Beacon Market. Because of that, 1000+ of stores deployed Beacons and adopted proximity based digital marketing. CTF (No.1 jewelry brands) has also jointed together with Sensoro (No.1 Beacon provider in China) to deploy Beacons in 237 CTF???s stores (~10% of total 2300+ stores). The deployment has gained more than 16 million US$ revenue. This article will give more detail on the CTF’s deployment and proximity marketing such as the business data, business model, comparison with other promotion tools and the market trend.

Business Data

The promotion period is from Feb.6 to Mar.13. There are 237 stores in the Beijing, Shanghai, Shenzhen and Guangzhou deployed Beacons.

In this period, there are 32,712 customers participate the activity. And the total ???Shake??? count is 152,325. The average ???Shake??? count per customer is about 4.76. Among them, 37.22% customers ???Shake??? one time; 37.17% customers ???Shake??? 2~4 times; 15.56% customers ???Shake??? 5 ~9 times; 9.92% customers Shake 10~99 times; and the other 0.13% ???Shake??? more than 100 times.

From the data, we can see that ~37% customer are interested in the activity and ???Shake??? 2 ~ 4 times; ~26% customers are motivated by the activity and ???Shake??? more than 5 times.

There are 34,633 vouchers are dispatched; among them, 24,694 are claimed by customers and the claim rate is 71%; the voucher redeemed count is 20,562 and the redeem rate is 59%. This number is far higher than the average redeem rate (<5%) of other promotion tools. The total redeemed vouchers value is more than 100 million RMB (~ 16 million US$).

Because of the positive business result, CTF has decided to deploy Beacons in all its 2300+ stores in April.

Business Model

The iBeacon is introduced by Apple in 2013 and it could be used for proximity. After that, many brands in retail market have leverage Beacons in proximity digital marketing. The common proximity digital marketing business model includes 3 roles: Brands, Beacon service provider and Beacon aware Smart Phone APP. In general, the brands will deploy Beacons in their stores; the customers will install the brands APP or other Beacon Network???s APP; and the notification (voucher) will be triggered to show on the APP when customer enters the store or different area of the store based on geo-fence configuration in Beacon service providers??? Cloud service.

In the Chou Tai Fook case, Chou Tai Fook(brand), WeChat(APP) and Sensoro(Beacon service provider) are involved. The brief introduction of them is as below.

  • Chou Tai Fook: No.1 Jewelry Brand in China. It takes No.1 annual sales of the market in China market for years. CTF jewelry mainly engaged in retail, wholesale and manufacturing operations. It has 2300+ store in China.
  • WeChat: No.1 Smart Phone APP in China. It has 600 million installation and dominates the Smart Phone social APP market in China. WeChat APP are almost installed on any Smart Phone in China.
  • Sensoro: No.1 Beacon provider in China. 70+% Beacons deployed in China are Sensoro Beacon hardware. In this case, Sensoro provides the Beacon hardware, configures the Beacons, integrates the Beacons with WeChat and provides detail data analyze for CTF based on the Windows Azure Cloud service, which is one of the most stable and realiable cloud platform.

In the Beacon based proximity market, the Beacon???s initialization deployment cost is not high. The crucial paint point of brands is to promote customer to install APP which could detect Beacon. The promotion cost is high. Without enough APP installation, the Beacon based digital marketing promotion cost might be higher than the output. So how to achieve the high APP installation is the Key.

In the China???s Beacon based proximity market, the APP installation issue is solved when WeChat involves. WeChat is No.1 social Smart Phone APP in China. Because WeChat has market leadership and it has educated customers on the ???Shake??? feature, the brands has no need to promote customer to install APP, instead, brands could focus on providing attractive coupons and leading customer to use the proximity feature in WeChat. And the Beacon service provider???s work is to help brands to deploy Beacon, integrate brands??? coupon into WeChat???s coupon system, provides consultant service based on data.

As in the CTF???s case, the APP is social APP instead of brands or Beacon network???s APP. The business model is different than the common usage.

At first, the coupons is not ???Push??? to customer instead it is ???Pull??? by customer with ???Shake??? the Smart Phone. The ???Pull??? process is as below.

  • Step#1: Launch WeChat and enter ???Shake??? page;
  • Step#2: When there is Beacon around the Smart Phone, there will be ???Proximity??? icon appear at bottom left corner;
  • Step#3: Customer Shakes the Smart Phone and then the Coupon button with CTF???s icon will appear in the middle;
  • Step#4: Customer clicks the button and finally the discount page will appear.

The WeChat takes the ???Pull??? model instead of ???Push??? model as common proximity usage. It is because WeChat is a common Social APP and WeChat can???t leave brands to keep pushing notification to customer which might hurt customer experience. There is also argument whether it is good for customer experience ashttp://walkthechat.com/wechat-ibeacons-why-it-doesnt-work-and-how-to-fix-it/ . There might be other way to handle this issue. For example, in the Facebook???s new feature ???Place Tips???, it allows customer to enable/disable the proximity based notification manually.

It is hard to say which way is better. But the WeChat???s ???Shake??? model does work. Actually, when one customers is surrounded by a group persons who are shaking Smart Phone, he/she is also motivated to ???Shake” the Phone as others. This is one result which silence notification pushing can???t achieve. And as multiple ???Shake??? could lead to different coupons, that???s also why there are 60+% customers ???Shake??? more than one time, which also increase the participation rate.

Second, the Coupon is mapped to each Beacon ID instead base on geo-fence. Multiple Beacons in one area could provide fancy geo-fence feature. But the deployment and the configuration cost is high. It is hard for WeChat to adopt the geo-fence feature as it is too complex for it and its customer, at least in current phase. So in the WeChat???s Coupon mapping system, one Beacon ID could only map to one URL. Beacon service provider could change the Coupon content by change the Html5 page content of the URL. In current deployment, in general, one store will install 2 ~ 5 Beacons based on the store size and all the Beacons will map to same URL. It simplifies the configuration and deployment and it has also left much room to improve.

Third, the end user information is hidden by WeChat. Because of security constrain and business model requirement, WeChat won???t release the end user information to brands and Beacon service provider. Instead, WeChat only provides a unique User ID to brands for each end user. So brand could only know the same end user has repeated ???Shake??? the phone in its store but it doesn???t know the end user name, gender, age etc. On one hand, this protects end user???s privacy; on the other hands it also limits brands and Beacon service providers??? customer data analyze ability.

Comparison with Other Promotion Tools

Good customer experience is from suitable offer at good timing. The proximity ???Shake??? does achieve the better ???good timing??? than other Promotion Tools.

Compare with traditional print coupon, the proximity ???Shake??? doesn???t need to print coupon on paper and hire human to dispatch them so that the cost is much less; and its redeem rate (59% in this case) is much higher than paper coupon (<5%).

Compare with Qr code promotion, the proximity ???Shake??? wins as it is more interesting and flexible. From the customer ???Shake??? count, we can see customer would like to ???Shake??? multiple times to waiting for different Coupons. And the ???Shake??? could be done anywhere inside the store instead of facing the Qr code. With this flexibility, brands has innovated some interesting ???Coupon???. For example, one restaurant has one kind of ???Cut-in-Line??? coupon. When customer is waiting in the queue of the restaurant, if he/she gets the ???Cut-in-Line??? coupon, he/she could Cut-in-Line. It does motivate the customer???s participation and this is not what Qr code promotion could achieve.

Trend

WeChat???s Proximity ???Shake??? feature boosted China Beacon based proximity market. More and more brands is adopting or planning to adopt the proximity digital marketing. There are some trend appears.

  • CRM and loyalty program integration: Good customer experience is from suitable offer at good timing. The proximity ???Shake??? does achieve the ???good timing??? but itself couldn???t achieve ???suitable offer???. It is because it has no background of the customer. In order to propose good offer, customer profile, purchase history and willing list is needed. So the integration of the existing CRM and loyalty program is required. Because the WeChat takes control the customer information, there is some difficulty needs overcome.
  • Single Beacon positioning to multiple Beacon positioning: So far, the majority of deployment is to promote same type of coupon is one store. There are more and more requirement of different coupons in different area of store. For example, in one car car exhibition, brand needs not promote same coupon of the brand for whole store but promote car related coupon beside the customer. With this requirement, each car will be installed on Beacon and each Beacon???s signal range will be set to about <3 meter instead of 30~80 meters as before. Triangle localization will be good for this requirement but it is challenge to integrate into current WeChat style system.
  • Production deployment: More and more Beacon deployment has moved from Proof Of Concept (POC) phase to Enterprise deployment phase. In the Enterprise deployment, the deployment is coming from marketing department driven to IT infrastructure department driven. IT infrastructure department needs enterprise grade Beacon to minimize the maintenance cost. Because of this, the battery life is more and more important. For example, Sensoro has CR2477 powered Yunzi Beacon and 4xAA batteries powered SmartBeacon-4AA Beacon. Yunzi has smaller size and better outlook but SmartBeacon-4AA has 4~6 times of Yunzi???s battery life. At first, 50% customer prefer Yunzi; but with deployment volume increase, the number has decreased to 20% because of the battery life issue. Beacon???s battery level collection is another crucial part of the Beacon maintenance cost. As Sensoro Beacon could broad cast battery level and Sensoro provides E2E central Beacon battery level management system ashttp://blog.sensoro.com/ibeacon-battery-management-challenges-and-sensoro-solution/, Sensoro has won competitors in some large volume deployments.
  • Social APP enter proximity market: WeChat is No.1 Social APP and its proximity feature has boosted China???s Beacon market. It is proved that the social APP could impact the market very much. The Facebook is also working on its proximity feature. When it is released, will it also boost Beacon market in US and EU? What???s other social APP???s proximity strategy? And how could it integrates the brands??? CRM system based on the social APP???s strategy?

The original Chinese report is at https://mp.weixin.qq.com/s?__biz=MzA5MDI1NzM5NA==&mid=205331305&idx=1&sn=227aebd14105b75ff9

source:https://www.linkedin.com/pulse/case-study-monetized-beacon-deployment-china-vivian-li

“Smart Places” Session at SXSW – Key Take Outs for CMOs and Agencies

“Smart Places” Session at SXSW – Key Take Outs for CMOs and Agencies

Smart Places and proximity marketing was the focus for a panel at SXSW earlier this week. oOh!’s CMO, Michaela Chan, attended the session during the Million Dollar Pitch world site tour.

Here are her key take-outs from the session that featured speakers from Condé Nast, Heineken and InMarket.

news-20160315-000-featured

Location based media and proximity marketing provide ways for brands to drive deep engagement with audiences and – quite literally – influence the path to purchase.

Content and experiences can be delivered to a mobile device or via an Out Of Home display, such as oOh’s EXCITE platform, or a combination of the two.

What does best practice look like in proximity marketing and how do CMOs, creatives and other agencies need to alter their approach to make the most of this exciting opportunity?

Keep it simple
The less you ask the consumer to do, the more engagement you will get. Aim for a frictionless experience.

Play to consumer behaviour
Creating or changing behaviour is hard. Apply your understanding of your customer to gain an insight into their current behaviour. That’s the sweet spot for your brand. Engage on their terms.

Market to their moment and intent
Be clear about the relationship between context, place, time and brand, product, message. Specify the desired outcome for your consumer. What is the value of this to your brand?

Think cross platform
How effective will your location-based marketing be if it exists in isolation? How can other channels and platforms support and reinforce the message and extend the experience?

Respect customer data
Be proactive and transparent about how data will be used. Make it easy to opt in. You have a problem if it takes a day to read your privacy statement.

Take advantage of existing platforms
It may not be necessary to create a platform from scratch. Find out what apps and technologies can be integrated ‘out of the box’ into your campaign.

source: http://oohmilliondollarpitch.com.au/campaign-news/proximity-marketing-session-at-sxsw-key-take-outs-for-cmos-and-agencies