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Improving digital retail experience for the coming year.

Telstra transforms in-store Retail customer experience with Windows 10. (Youtube, 2016)

Retail campaigns have focused on attracting Millennial generation in recent decades, but with Generation Z, retailers need to satisfy the needs of digital generation. Currently, the techniques support companies to achieve digital strategies which provide unique and personalised services for consumers. Moreover,

"Shopping is no longer about

 going into a shop. 

It’s engagement."

The trends in 2017 and the past will influence how marketers need to perform for businesses and will provide brands with further ROI, with the ability to react and respond to their marketing activity more efficient. The retailers need to predict and create a digital model and gain the chance to catch the younger generation.

There are some trends outlined help retailers to do further decision-making.

Data and Technology

With the current introduction of artificial intelligence in the way of digital assistants. The data and technology see as an increasing number of data sources are available. This will provide a better analysis of data, both online and physical store, causing a customer content. Marketers also have reason to expect that there will also be more market automation, artificial intelligence as the technology matures. There is a report Future of Retail 2017, PFSK’s shows that retail need to restructuring operations and redefining the customer to offer more customised services, tailored to fit the shopper’s unique lifestyle.

As the photo shows below, there will be an AI robot be allocated at each retailer to help customers, improve their purchase experience and also increase the efficiency of the shopping.

Lowebot_futureofretail_PSFK.com_

How Artificial Intelligence Is Enabling Anytime Shopping & On-Demand Support (PSFK Labs, 2016).

Video Marketing

The video is essential of digital marketing, it would not slow down in the future. In the coming year will see greater use of video which will lead to higher engagement, brand recall, and ROI. Live video content is an effective way to engage shoppers; it works by bringing an outside experience into the store and allowing buyers to feel part of the scene on the show. For example, the high street brand Hollister uses video content in its store on Fifth Avenue New York. Moreover, according to Cisco earlier 2017, the video will account for 69% of all consumer internet traffic, and video-on-demand traffic alone will have almost trebled.

On the other hand, there also is an example held by Topshop. The store features video walls, but the content hasn’t been optimised for the screen size. It’s a small consideration but as a result, the video loops catwalk models that are stretched to the scale of the large screens making them appear malformed.

Therefore, video has potential to play an role in the future to push the development of retailers.

After reading this post, do you have any expectation of the development of retailers in the future. Welcome to share your opinion with me. We can have a further discussion about it. Thanks!

Related links:

https://www.psfk.com/2016/12/future-of-retail-trends-3-frontline-automation.html

https://www.psfk.com/report/future-of-retail-2017

https://www.cmo.com.au/article/600758/10-brands-using-tech-create-great-in-store-experiences/

QR code in digital marketing

"QR Code + Mobile Website = Good Marketing"

7-awesome-QR-code-marketing-campaigns-image-06.jpg

7 awesome QR code marketing campaigns (Millward, 2014).

QR codes is an efficient linkage between online and offline in this digital marketing. QR code is going to replace the URL in the future in many ways. It provides a more direct and convincing way to influence customers and gain the competitive advantages within the market.

Wechat and QR code

Wechat as the world’s biggest group messaging app, it reached 100 million users in the past decades. Until 2016, there are 1.1 billion people have their own Wechat accounts. The figure also shows that there are nearly 12 million corporation accounts. That number indicates that Wechat is act as a social media marketing platform, allowing blogs, newspapers, TV shows, brands, and celebrities to promote directly. It makes things easier for people to add friends through phone numbers, personal QR code, which also used by companies to engage with customers on their official WeChat accounts. Facebook and Twitters do not have this function. Other things very common in China that is customers can use the money they saved in the Wechat balance or the money Wechat have withdrawn from customers’ personal bank account (after authorised) to pay the money for the goods or service via QR codes at the cash-desk.

Get new Facebook followers for your shop

As the photo shows at the start, one shopping mall hired four QR mascots presents as shopping bags with large QR code. The company can provide promotion campaign to attract potential customers and reward the loyalty customers by encouraging a trial of a product.  On the other hand, customers also need to “Like” company’s page to win a gift or discount through scan the QR code and join the membership of the business. Since it is important for a company to expand their customer list to gain more market shares. There is a feedback said that it almost doubled the mall’s Facebook Followers.

After reading this blog, have your tried QR code function before? Please come and share with us!

Related links:

https://www.techinasia.com/7-awesome-qr-code-marketing-campaigns

http://qrcodesaustralia.com.au

The future is now- using AR and VR in digital marketing

Pokemon GO in real Life. (Youtube, 2016).

“Virtual Reality can act as a brand’s storytelling.”—-

Every moment you live is the future of the past. The world looks virtual means the future is coming to us. There is an expectation shows that more than 200 million virtual reality headsets will be sold within the next decades. How amazing it is! It seems like our life starts a new era. What we called science fiction movies have become a part of our life.

There is a study shows that 75% of the Forbes’ World’s Most Successful Brands have corporate with VR and AR products. Undoubtedly,  the use of high-technology products will become attractive as time goes on. The business relates their product to VR products are likely to generate high profit due to the better customers’ experiences has been provided.

shutterstock_408116596-796x531

“Pokemon Go – Addictive, stupidly addictive.” A 32 years-old customer’s comment.

Only one month, the Pokemon Go becomes the most successful mobile game. The table below shows that cuctomers’ usage time on social media apps.

Screen Shot 2017-05-17 at 9.17.42 PM.png

(Figure comes from 10 Reasons from real user: why is Pokemon GO so addictive).

Walking around after the dinner, you will find Pokemon catchers of all ages and genders.  It is very common to say there are little group catchers with big smiles on their faces. That is the magic of Virtual Reality!

Customers like this game not because fans watched Pokémon in their childhood. But also due to VR has the potential to be an incredibly communication tool. In today’s digital world, people still looking for good way to touch with friends. Customers can see different advertising every day, and most of them are always the same. There are many ways to build brand awareness for an organization and VR has a major role to play going forwards.

"In particular, 
have the tools to enhance 
the storytelling experience. 
It may take a little trial and error,
 but in the right hands, 
VR and storytelling have 
the potential to take the 
consumer experience 
to a whole new level."

Link:

http://www.keepitusable.com/blog/?p=3579

User-Generated Content: Pros and Cons

Screen Shot 2017-05-12 at 9.40.16 AM

As Deming said that “Profit of business comes from loyalty customers, customers that praise about your product and service, and that introduce friends and influence their behavior.” Customers become so powerful with information, However, living in a dynamic environment, consumers are more doubting than ever and do not stand firm the way they make purchasing behavior. Therefore, Customer relationship management has become a useful tool to build long-term customers’ loyalty. The consumer’s voice is now much louder and persuasive; there are 80% of customers are willing to believe reviews and post-purchase experiences. It can say that most customers are buying a product through having a trial of a product or based on other customers’ recommendations (92% of customers read recommendations before buying online).

The User-Generated Content has become an intangible asset of companies. Here are some data can back up this opinion. Customer-generated contents are the best communication tools that customers are more likely to  make a purchase decision when the reviews and rating are relatively high. Therefore, it is important for marketers to use the intangible asset (User-generated content) to achieve the tangible results (high market share).

However, the user-generated contents still have some weakness that marketers need to overcome. Firstly, as the UGC becomes popular, the marketers may take some actions to influence customers review. For instance, business will give customers a  voucher or discount to encourage customers to leave positive reviews to influence the potential buyers and increase sales volume. Therefore, the quality of content might be uncertain at the most of times. On the other hand, businesses aim to gain market share from competitors; marketers may spend money to hire people to leave the unfavorable reviews under the competitor’s official websites. Those contents are highly unreliable and untruthful due to the source is unknown. Here is a strategic solution to help companies to reduce fake reviews. They can encourage customers take photos or videos of their products when leaving a recommendation. Or send an invitation letter to evaluate the products and service to the client who within the customer lists.

The term “Customer Relationship Management” which refers to maintain a long- term customers loyalty through collecting data about customers purchase behaviours and customers lifetime value. The positive word of mouth will leads to increase in company revenue.Therefore, Customer relationship management is a key when people are doing marketing. Satisfying customer needs will further improve customer experience, increased revenues, and reduce costs.

Moreover, here is an application called Reputation management which can efficiently solve negative User-generated contents, then re-build reputation through new company image and high quality of products.

If your run a business, what strategies are you going to take to achieve higher quality customers’ contents?

Links:

https://conversionxl.com/user-generated-reviews/

http://blog.gmrwebteam.com/how-online-reviews-influence-your-customers/

https://econsultancy.com/blog/9366-ecommerce-consumer-reviews-why-you-need-them-and-how-to-use-them

 

Artificial Intelligence in Digital Marketing

What is Artificial Intelligence? (Youtube, 2017).

Artificial Intelligence (AI) refers to the automation of activities that people relate to human thinking, such as decision-making, problem-solving and learning. Digital marketing has achieved the goal emphasis on customer experience and the use of digital market to create an strong brand image and company reputation.

According to the CES 2017 in LA which shows that Virtual reality (VR) and Artificial Intelligence (AI) become acceptable for digital marketing. Therefore, it is improtant for marketers to work ahead before customers have a sense of AI and VR.

AI is the
way to creating the 
best customer moments.

Achievement of AI in  Today’s Marketing

AI in digital marketing influences customers in some ways to make their life easier. The better apply of AI is creating smarter customers’  experiences. For instance, more and more companies are willing to invest money in improving user experience through introducing the Virtual Reality for customers to having a trial of their product in real-life. Using this technology, the imagination of post-purchase experience become accessible and vivid. It is a good way to encourage purchase and generate extraordinary buying experience.

The Future Prospection of Artificial Intelligence in Digital Marketing

AI could either make dreams come true or ruin everything .

With the development of technology, more and more customers are willing to be an innovator or adopter for emerging technologies such as Driverless cars. The generation of AI products can maximum extent reduce the labour cost and also achieve high productivity.

Somehow,  there is an article listed some thing that AI could help the company to do better marketing in the future, such as website Designing and optimisation. Artificial Intelligence is slowly influence customers’ daily lives. Increasing number of marketers are using AI to promote their campaigns and provide better user experiences. AI is helping marketers to learn about the trends of markets and customers.
When digital marketing is creating new opportunities for marketing, the use of artificial intelligence take marketing to new era. Last but not the least, AI are able to replace the workload of human beings, and completing work faster and easier.

Related links:

http://www.smartinsights.com/managing-digital-marketing/marketing-innovation/15-applications-artificial-intelligence-marketing/

http://alvomedia.com/artificial-intelligence-in-digital-marketing/

The Mobile Payment War: Alipay VS. Paypal

This video provides a brief introduction to let you get know about Alipay in China. In many places, if you leave the house without your wallet, you will be in trouble. Can not pay for food, transportation or any necessities. However, in China’s largest cities, you can survive without carrying a pocket with cash and credit cards — as long as you’ve got your smartphone.

China-mobile-payment

I believe in most of the modern cities. Mobile payment has become a kind of popular lifestyle in people’s daily life. From the day customers had adopted credit card payment at the point of sale instead of carrying lots of money with them.  The production of credit card and Pos machine at the sale of point of shopping malls and retailers increasing safety coefficient and convenience for customers in previous lives.

But now, as the graph shows below, Smartphone ownership in Australia increased from 11.1 million in 2013 to 15.3 million (2015). During the same period, tablet ownership rose from 6.3 million to 11.2 million. Smartphone and tablet make up 63% of total time spent on devices in September 2015. Therefore, mobile payment has become a socially acceptable way for the public.

Screen Shot 2017-05-07 at 5.05.17 PM

In August 2012 it looked like PayPal’s move into China was dead. PayPal is fail to gain Chinese market due to their competitor Chinese e-commerce firm Alibaba group. PayPal currently devote in cross-border sales between Chinese companies and foreign consumers but is not that successful when handling trade-offs between consumers and retailers within China. Alibaba’s  subsidiary company-Alipay controls this area.

Alipay, the payment platform under Chinese e-commerce company Alibaba Group Holding which occupied 80% of the mobile payment market and 450 million consumers and further generates 1.8 billion each day. Besides paying at retailers, the app can be used when paying to friends or splitting the bill.

Here are some evidence show that more and more oversea companies tend to corporate with Alipay and Wechat payment to beat competitors and win relatively competitive advantages among Chinese customers.  For example, Commonwealth Bank of Australia corporate with Alipay of China have made a deal to allow Chinese customers to pay for goods and services in the stores of CBA customers using the bank’s Albert payments device.

On the other hand, there is a quite efficient way to attract customers is that Alipay had provided AUS$100 million for their users during the Spring Festival as a lucky money to greet customers. My father installed this application to play this just for fun; even he never use the mobile payment before.  Alipay can be used for everything by pressing a screen. The customers can pay the money through their Apple Watch. People use it to transfer money, pay their bills and add money to their phone account. As one of the Alipay customers, I often save my money in the Alipay account rather than bank account due to the interest rate is higher than most of the banks.

By comparing with Paypal, do you think is seems to lose the competitiveness in China, many international companies due to the lack of e-commerce. How to solve this problem?

Also are you a Mobile payment adapter? Which app do you usually use? Welcome to share the experience with me!

Link:

https://yump.com.au/2016-australian-mobile-statistics-how-digital-is-increasingly-a-mobile-first-experience/

The marketing revolution of Canon

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Canon is a Japanese multinational corporation specialised in the manufacture of imaging and optical products. It used to produce optical glasses and cameras. With the development of the technology, almost everyone has a camera on their smartphone in the digital age. The consumption of the camera is decreasing. As I remembered that my parents had bought a camera 20 years ago, they want to use the picture to record the family time. But now I even can not found this camera. It has been forgotten due to all of my family members have their self-phone which is more convenient and multifunctional than a camera.

All marketers should have the market sensitivity which is an ability to catch the trend of products and predict the development of goods. Taking appropriate action before the customers have realised the changing of the environment. Therefore, this blog is going to talk about how Canon can stay relevant in the digital era.

One of the Canon marketing campaigns is “there is a ‘good enough’ attitude in the marketplace. ” The marketers believe that they need to overcome this opinion by engaging their company culture to the audiences. If the customers want to take a extreme quality photo and video, it can not achieve without a Powershot (Canon products). This campaign is most likely to target the customers who care about the high-tech products should have a Canon.

To match with the digital era, Canon keeps launching their product to satisfy customers’ need and gain the market share. And also generating novel advertisements to capture customers’ eyes. As Canon travel further into the digital future, the company bringing its new generation electronic products and marketing concept to customers.

Link:

https://en.wikipedia.org/wiki/Canon_Inc.

Such products like newspapers, Kindle also need to consider about their development in the digital era. What actions should they take to overcome the situation?