Study: Pokemon Go – a real business driver? (Infographic)

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Pokemon Go is in everybody mouth these days. And many marketers are asking how to leverage the mobile app game for their business purpose – especially small and local businesses.

Just lately, the team from Slant Marketing came up with some data that shows how businesses can use Pokemon Go players for their own business – and if it is only food traffic from players that still realize the world around them.

The survey of Pokemon Go players shows that an incredible figure of 82% of those mobile players have come to visit a business when playing the game. Business that managed to “lure” players in their shops were lucky. Quite a significant number of those players stayed at that particular business longer than others.

The research data also reveals that Pokemon Go players behave like nomads. Over half surveyed (51%) answered they it was their first time that they visited the shop or business when using the app. So, Pokemon Go can become a real lead generator if used properly.

According to the data, almost three out of four Pokemon Go players (71%) replied they came in the local store as it was close to a PokeStop or Gym. Meaning that locations stored in the game attract players to come in the stores, very often these shops were small local businesses.

But the results of the Pokemon Go players also show a great opportunity of local business compared to the national chain stores. The study states that more than one in two players (56%) visited a local business when playing Pokemon Go. So, just the chance of catching some creature of the Pokemon Go game makes people come to the local stores.

Spot On!
We are sure that Pokemon Go is just one of those new game trends that mix real and virtual worlds in a mobile app or device. And that it is only a trend can be seen in the development of the app stores that have taken away the leading position of the mobile game in app stores lately as of poor monetization. Still, augmented and virtual reality opportunities for businesses have just started, and especially local stores should pay attention to mobile opportunities like Snapchat, Instagram or Pokemon Go.

The infographic of the Pokemon Go user study can be found here…

Pokemon-Go-Study_2016

Die Dynamik des Social Web (Interaktive Infografik)

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Manchmal ist man froh, dass man eine lebhafte Community hat, die einem den Content frisch hält. Vor zwei Jahren haben wir eine Infografik veröffentlicht, die es leider nicht mehr gibt. Aber
Aliona Tarankova hat uns darauf hingewiesen, dass es inzwischen eine tolle neue Infografik zur Dynamik des Social Web gibt.

Wie schnell die Internet-Giganten wie Amazon, Facebook, Google & Co. aber auch viele andere Plattformen Daten generieren und Input bekommen, lässt sich daraus wunderbar ableiten. Das Team von Betfy hat in einem schönen interaktiven Zähler mit dem Namen “Internet-In-Realtime” die Daten-Generierung mal grafisch illustriert. Da braucht man nicht viele Worte, sondern muss sich einfach nur die Fragen stellen…

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Alles auf Zukunft – Das digitale Marketing erfindet sich neu

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Bis zum Jahr 2022 sollen sich zehn Prozent der Menschen über ihre Kleidung (Wearables) im Internet der Dinge befinden und eine Billion Sensoren sollen mit dem Internet verbunden sein. Zudem soll eine Perfekte Immersion (Full-Dive-VR) für Menschen möglich sein, die sich zum Beispiel in einem VR-Bekleidungsatelier beraten lassen möchten. Wir schreiben heute das Jahr 2016 und das Jahr 2022 ist zum Greifen nah. Genügen aber sechs Jahre, damit die Vorhersagen, die dem
Executive Summary „Neue Dimension der Realität“ von KMPG entstammen, auch eintreffen werden und was bedeutet dies für Marketingverantwortliche und Digitalos, die sich in Kürze auf der
dmexco treffen und sich dort über neue Trends zu IoT, VR, AR, Wearables in der Experience Hall informieren wollen?

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Heimat für Nachrichten

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In unserer Gesellschaft sind Nachrichten das zentrale Element, um sich zu orientieren. Besonders gilt dies für regionale und lokale Nachrichten, aber insbesondere auch für Nachrichten, die uns über das internationale Geschehen informieren. Nachrichten zählen aufgrund ihrer Reichweite und Nutzung zu den wichtigsten Informationen im Netz und sie tragen zu einem beachtlichen Teil zur Monetarisierung von Premiuminhalten bei. Es verwundert daher nicht, dass Publisher daher mit aller Kraft versuchen, auf allen Kanälen mit Nachrichten präsent zu sein, so auch in sozialen Netzwerken, und immer mehr Internetnutzer beziehen bereits Nachrichten ausschließlich über soziale Netzwerke.

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Studie: Facebook Reichweite schwindet weiter

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War die organische Reichweite von Facebook Page eine große Hoffnung für Marketingleute, günstig ihre Marke in die Welt ihrer Freunde zu promoten, so wird es langsam zu einem fragwürdigen und immer schwerer zu bewertenden Unterfangen. Auch wenn es nicht ganz das Ende des Erfolgs der Facebook-Seiten bedeuten mag, so nimmt die kleine Zahl an den Posts doch deutlich ab.

Eine aktuelle Studie von
SocialFlow über 3000 Facebook Seiten hinweg zeigt, dass die Reichweite der Seiten doch einen erheblichen Einbruch über die letzten Monate hinnehmen muss. Auf den ersten Blick wirken die Zahlen relativ stabil seit dem deutlichen Abfall im Januar diesen Jahres. Sie bleiben bei rund 36 bis 37 Millionen Impressions.

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Twitter Study: The value of influencers

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Some weeks ago in this post, we have tried to define an undefined social media species: Influencers. The feedback was very positive and many companies are still trying to find the secret sauce how to use and leverage the value of influencers for their brands and their sales funnel.

Now, a recent study by Twitter gives further evidence of the value of influencers, and on how they help positioning brands and in which way they might might upload the sales funnel. The first part of the study was meant to figure out amoung more than 300 users how they responded toward brand influencers.

The study conducted by Annalect, a data analytics company, in corporation with Twitter shows that almost 40% of the responding people stated to have purchased an item online after seeing it used by an influencer on a social platform like Instagram, Twitter or YouTube. And another 40% stated that they are following brands on Twitter.

But influencers are not only valuable in terms of sales performance. They also make people share products they are using themselves. Almost one in five (20%) respondents claimed that they shared something they saw from an influencer. Amoung Millennials even one in three said they follow a social media influencer on Twitter or Vine.

The study comes like an extension of two former studies from Nielsen and Lithium making clear that Millennials trust different people in different ways. Interestingly enough, this study also states that influencers rival friends in trust building. Just 7% of respondents rely more on recommendations from friends (56%) than from influencers (49%).

“This is telling us is that you don’t have to be a mass media star or a household name to be influential and actually drive people to buy stuff.” Jeffrey Graham, Vice President of Market Research and Insights, Twitter

The Twitter-owned talent agency Niche revealed that the pool of influencers available to brands has grown from 6,000 to over 25,000 in a year. Honestly, we would say there os probably more depending on what you value: reach or relevance.

Twitter_Infographic_Influencer_2016

Spot On!
The smartphone has become the modern sales acceleration technology. Social influencers put trendy or interesting products on their sites or streams while walking down the street or by getting them from brands for free, and people following them would purchase those products. Have you not experienced this yourself?

The only thing we wonder is, how much would brands pay influencers to write about their product and share a picture of the product via their social media accounts? The numbers we know from influencers vary but maybe there is someone in the market who might want to share some insights.

Study: Millennials don't want brands to stalk them

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Credits: Gerd Altmann / pixelio.de

Credits: Gerd Altmann / pixelio.de

The vision of social networks was to create a better exchange between people – whether near or far. But where is consumers, there’s also brands trying to reach out with advertising to them on any available platform. A recent study now shows that Millennials are not really happy with the social advertising activities.

According to the study of Harris Poll (conducted on behalf of Lithium Technologies), that addressed more than 2,300 consumers of all generations, more than half of all digital natives (56%) report to cut back or stop the use of social media platforms entirely.

Even more, 75% of the responding Millenials stated that they feel stalked by brands on social platforms. The reason: The eager way brands do target them in their news feed with the ambition to build trust and loyalty with their customers or consumers via social media platforms in the U.S.

So, what does this mean for brands? Do brands have to live according to a transformed version of the former cold call prevention: “Don’t stalk us, we follow you!”? The study suggests that direct targeting on social platforms via advertising might result in losing customers. It would be more effective to engage and to be present on the channels they use frequently. And also if brands might be tempted to leverage the huge purchasing power coming from the modern generations (Millennials and Gen Z make up 50% of the population), brands need to be careful not to waste the potential of social media and really meet their personal expectations. How challenging this might be in the end…

“The promise of social technologies has always been about connecting people, not shouting at them, and the brands that don’t do this risk their very existence.” Rob Tarkoff, President&CEO, Lithium Technologies.

But how can brands build trust, the study also asked? A question that is also raised in a bi-annual study from Nielsen and might be evaluated in comparison with those results. Obviously, online is their general source of information but their trust in online exceeds that of former generations by far.

Lithium Online Trust 2016

While in the Nielsen study, personal “recommendations from people I know” are leading, Lithium sees “online sites with product reviews” as the highest form of online trust creation. That websites are definitely not “dead” can be seen that both studies see websites kind of in the second place. And, whereas Lithium sees “communities of like-minded people” in the third place (just think about what their main product was…), Nielsen sees editorial content still a very important source.

In terms of service, the Lithium study shows that Millennials contact brands online (79%) and expect a response back within the same day – almost 10% more than Baby Boomers. So, if brands do not actively monitor and engage with the younger generations online, their brand loyalty might go down soon. The best way to interact with Millennials is described in a quote the study also delivers…

“I go on social media to see and know what my friends are doing. I don’t want to see ads clutter my news feed. If I’m interested in a product or service, I know where to look. Social media is a place for us to connect with our friends, not be attacked by advertisements.” Mallory Benham, Graduate Student (23)

So, what are your learning on targeting Millennials and Gen Z via ads on social media?

Report: IoT 2020 – Big expectations and cost savings

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Credit: © sdecoret – Fotolia.com

Credit: © sdecoret – Fotolia.com

Just recently, we summarized the findings of Goldman Sachs’ on the Internet-of-Things (IoT) report, and what they think where IoT might lead us to in the future.

Now, another report from Schneider Electric called “IoT 2020 Business Report” delivers some new findings on how large organisations will leverage Internet of Things technologies as a serious business tool by 2020. Their study is based on feedback by 3,000 business leaders from twelve countries.

According to their global survey, 75% of respondents were optimistic about the opportunities IoT presents this year. Almost every second out of three (63%) companies use IoT to improve their customer experience and analyze customer behaviour in 2016. They hope to solve problems faster, achieve better customer service and customer satisfaction ranking.

Furthermore, cost savings in automation seem to be high on the agenda, above all building (63%) and industrial automation (62%). As results showed the improvements in automation technologies almost half of the companies (42%) say they want to implement IoT-enabled building automation systems within the next two years.

The key driver for IoT is mobile for two out of three companies (67%). Thus, they plan to implement IoT via mobile applications this year, and 32% even in the next six months. Again, cost savings of up to 59% is the major driver for IoT implementation.

The confidence is the value of knowledge gathering and sharing already exists inside most companies surveyed. 81% feel that the data and/or information generated by the IoT is being shared effectively throughout the organisation. Fears are lower than expected. Only 41% of respondents connect cybersecurity threats with IoT business challenges.

“We’re past the point of questioning whether IoT will deliver value. Businesses now need to make informed decisions to position themselves to maximise IoT’s value in their organisation.” Dr. Prith Banerjee, Chief Technology Officer, Schneider Electric

However, Schneider Electric does not only publish numbers of their study but also provides the following predictions that business leaders might take into consideration.

1. The next wave of digital transformation.
IoT will bring operational technology (OT) and IT together while fueling a mobile and digitally enabled workforce: As more companies both expand and deepen their digitisation programmes enterprise-wide, IoT will increasingly take centre stage. This new wave of transformation will be enabled by more affordable “connected” sensors, embedded intelligence and control, faster and more ubiquitous communications networks, cloud infrastructure, and advanced data-analytics capabilities.

2. Insightful data.
IoT will translate previously untapped data into insights that enable enterprises to take the customer experience to the next level: When thinking about the value proposition of IoT, most businesses point to efficiency and cost savings as the key benefits. Yet access to data – including previously untapped data – and the ability to translate it into actionable insights, the hallmark of IoT, will deliver greater customer-service transformation and new opportunities to build brand/service loyalty and satisfaction.

3. Premise-to-cloud confidence.
The IoT will promote an open, interoperable and hybrid computing approach, and it will foster industry and government collaboration on global architecture standards that address cybersecurity concerns: While cloud-based IoT solutions will grow in popularity, no single computing architecture will monopolise their delivery. IoT instead will flourish across systems, both at the edge and on premise, as part of private cloud or public cloud offerings. Making IoT available across heterogeneous computing environments will help end users adopt IoT solutions in the way that best suits their security and mission-critical needs while also offering entities with legacy technology infrastructures a logical and manageable path forward, allowing them to transform over time.

4. Innovations that leapfrog existing infrastructure.
IoT will function as a source of innovation, business model disruption and economic growth for businesses, governments and emerging economies: Just as the Industrial Revolution, birth of the Internet and mobile revolution have driven advancement, innovation and prosperity, so will IoT. Businesses and cities alike will deliver new IoT-enabled services; new business models will emerge; and, in particular emerging economies will have a significant opportunity to quickly leverage IoT without the constraint of legacy infrastructure, essentially leapfrogging old ways. In fact, McKinsey forecasts that 40 percent of the worldwide market for IoT solutions will be generated by developing countries.

5. A better planet.
IoT solutions will be leveraged to address major societal and environmental issues: IoT will help countries and their economies respond to the biggest challenges facing our planet, including global warming, water scarcity and pollution. In fact, survey respondents identified improved resource utilisation as the number one benefit of IoT to society as a whole. In concert with the private sector, local and national governments will embrace IoT to accelerate and optimise current initiatives to curtail greenhouse gas emissions in accord with the breakthrough COP21 climate agreement, whereby 196 countries pledged to keep global warming under the threshold of two degrees celsius.

Spot On!
The Internet of Things has been seen as the main revolution from a technology perspective. The hype seems to be at an all-time high. Real business value is not only saving money though. Customer service improvements, better process optimization and smarter work and life opportunities will have big potential to bring IoT business value to enterprises in the future.

What is your experience on the value of IoT for your business?

Nein zu Flattr Plus

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Spenden statt Werbung. Flatter Plus will mit Spenden Content-Creators bezahlen.

Auf einem bezahlten* re:publica Panel stellte der einst so sympathische Dienst Flattr sein neues Modell Flattr Plus vor, ein Art Spendenkonto für bedürftige Content-Creators. Flattr Plus wurde in Zusammenarbeit mit Adblock Plus entwickelt und soll Ende des Jahres nach einer Beta-Phase mit eingeschränkter Nutzerzahl, europaweit ausgerollt werden. Über das neue Spendenmodell sollen bis zu 500 Millionen US-Dollar eingesammelt werden, die dann an die Publisher in einem noch zu bestimmenden Verhältnis ausbezahlt werden soll. Der Anteil soll sich laut Macher auf die Seiten verteilen, die durch den Einsatz von Adblock Plus keine Erlöse mehr durch Werbung sichern können, zudem zählt die Verweildauer, also wie lange sich ein Leser mit einem Inhalt beschäftigt. Anders als bei Clickbait-Schlagzeilen und Slide-Shows aufgepimpten Reichweitenmodellberechnungen sollen nun endlich Inhalte honoriert werden, die eine Interaktion und ein echtes Interesse beim Leser hervorgerufen haben.

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The State of Corporate Social Media: Auf zum Höhenflug!

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People Social Networking and SEO Concepts
Im Vorfeld des Corporate Social Media Summit in New York wird jährlich eine aktuelle Analyse zum Stand von Social Media in Unternehmen veröffentlicht, in der einige Aussagen zum Einsatz von Social Media-Netzwerke zu finden sind. In der bereits fünften Ausgabe wird aber auch der aktuelle Stand von Social Media in Unternehmen abgefragt  und ob Social Media denn nun endlich der Durchbruch als anerkannter Kommunikations- / Marketingkanal in den Unternehmen gelingen wird. Laut der Studie bezweifeln dies immer noch die Hälfte der befragten Unternehmen. 50 Prozent aber meinen, dass in Social Media die Marketing-Zukunft liegt und Social Media sich in diesem Jahr zum Höhenflug aufmacht.

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