Company Headlines

Social Responsibility Is Changing Creative in the Wake of Digital Transformation

Posted July 10, 2018 by Abhishek Pandey @ 3:58 am

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Digital transformation is forcing the hand of businesses everywhere. Adapt or die seems to be most modern companies’ mantra in today’s cutthroat world. If they aren’t proactive at responding to changing technologies, social behaviors and the ingenious marketing campaigns of the competition, they’ll end up in the recycling bin.

The Changing Game

Technology has always been the great enabler. Just look at the Industrial Revolution. Nowadays advancements are leapfrogging at accelerating speed because modern technology is powered by software. Digital technology leveled the playing field. Now competition comes from unexpected places. Upstart companies with bold business models move fast, ship often and design for customers first. And they’re gaining market from the big boys.

Impact on Customer Economy

People behave differently too and are doing new things because of digital technology. They use digital products and services in unexpected ways. With powerful capabilities, they now communicate with each other and with the companies that serve their needs and interests. They chat privately with friends, send messages to public groups, and reach strangers around the world. They share their opinions in online reviews, tweets, Facebook posts and YouTube videos. They’re discerning and not afraid to wield their choice. They seek products and services that add value to their lives, and they want them from companies they believe are fair, genuinely care, and demonstrate social and environmental responsibility.

Digital Revolution Equals Customer Revolution

There’s no way to predict how the digital revolution will play out. Every industry will be disrupted, probably sooner than we think. Adapting to this reality is the most urgent challenge facing business leaders today—how to sense the oncoming change and emerging opportunity then respond to it rapidly and effectively?

The companies thriving amidst the volatility and uncertainty don’t move at an annual pace. They’ve adapted to harness continuous change. They sense instantly, respond in real time, and innovate continuously at startup speed. Every day they try out new things in the market, observe people’s behavior, measure the effect and adjust quickly. In return, customers get to experience new offerings as they evolve, and vote with their wallets. These companies are having an ongoing conversation with customers, employees, partners, and stakeholders that are rich with information about creating customer value. They don’t have strict plans. Instead, they’re learning their way forward.

Contrast this with incumbents who must protect their core business for as long as possible. Who, for a while, manage to make enhancements through localized digitization efforts but, despite facing the continuous threat of disruption, inevitably succumb to the pressure to deliver higher share prices in the short term. Financial engineering wins out over refreshed customer value creation. These established companies rarely get the chance to sustain a longer-term effort to create fertile ground for future growth engines. Unlike Amazon with its ambidextrous strategy rooted firmly in its organizational culture, they can’t execute today’s business while also cultivating the business models for tomorrow that will disrupt their market and even their own business.

Grand Challenges And The Greater Good

Disruption is all the rage. When its impact is positive for society as a whole, disruption is a good thing. Rather than looking for markets to disrupt, we must look for the human endeavors we can empower with digital technology. This is a greater good than just getting one up on the competition.

Today’s grand challenges and wicked problems need more than clever code. They need a different approach. One that embraces change and enables continuous experimentation. One that’s inclusive and sees entrepreneurs, design thinkers and creative technologists collaborating with industry experts and customers, cancer clinicians or climate scientists, to reimagine what’s possible and do the remarkable.

Quantified Outcomes

It’s difficult to predict what the market needs yet projects are still planned as if we know exactly what’s going to work. Projects are managed by specifying the outputs or deliverables, which are nearly always features. This stops us adapting to what’s being learned. Businesses must shift from delivering the outputs they think are needed to realizing the business outcomes they want. They must declare those outcomes in a way they can be measured, and give teams the freedom to try different approaches, experiment, and learn how to get there given constraints like time and cost.

Inclusive Collaboration

Mobile-first apps with their gesture-driven customer experiences, industrialized digital platforms, and the API economy are ushering in complexities that require us to collaborate like never before. Digital ventures need agile teams that are more cross-functional than ever before. One dedicated team of designers, developers and digital workers of all kinds; entrepreneurs, business stakeholders, domain experts. Businesses must encourage them to bring all their courage, curiosity and creativity to the table, and have continuous conversations with users and customers to understand unexpressed and unmet needs and determine the market demand.

Learning Culture

To be able to sense and respond, people must be learning all the time. To understand customer behaviors and the data they generate everyone must develop the new universal skills of customer listening, empathy, assessment, and dialog. Learning needs a culture of openness and humility that supports curiosity, welcomes other ideas, and respects the skills, strengths, and humanity of fellow collaborators. It must give permission to fail, embrace the willingness in people to admit they don’t know the answer, and celebrate their eagerness to go find it.

Wrapping Up

Agile practices enable product teams to make small changes in an ongoing way, continuously sensing the performance from customers and responding with successive adjustments, be they new features, business rules, pricing, marketing language, support policies, or anything else that contributes to business success. The core principles underlying agile methods have fundamentally changed planning to leverage continuous learning—listen rather than predict, make a credible guess, get feedback in nearly real time, then adjust the plan. Similarly, Innovation Accounting and Beyond Budgeting have changed how to budget. It’s no longer affordable to make commitments a year in advance when every day there are new things being learned. This changes how digital products and services are marketed and sold.

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Alibaba Debuts It’s Latest AI Copywriter

Posted July 4, 2018 by Abhishek Pandey @ 4:57 am

Related imageAlibaba’s digital marketing arm Alimama has unveiled an artificial intelligence-powered copywriting tool. Tapping the huge pool of content on Alibaba’s e-commerce sites Tmall and Taobao, the AI copywriter uses deep learning and natural language processing technologies learn from millions of top-quality existing samples to generate copy for products. Brands and advertisers can insert a link to any product page, and click the “Produce Smart Copy” button to see multiple copy ideas.

Currently, the technology has passed the Turing test and is capable of producing 20,000 lines of copy in a second, said Alimama. It said brands using the new tool, such as fashion chain Esprit and Texas-born clothing brand Dickies, can adjust the length and tone of their copy, such as dictating whether they want the tone to be “promotional, functional, fun, poetic or heartwarming.”

What is Turing Test?

Unveiled by Alibaba’s digital marketing arm Alimama, the “AI copywriter” can produce up to 20,000 lines of copy a second and has passed the Turing test, according to the company.

The Turing test measures a machine’s ability to exhibit behavior that is indistinguishable from a human through natural language conversations, and few machines have managed to successfully pass the test. The company did not immediately respond to questions about how the test was conducted.

The AI-copywriter uses deep learning and natural language processing technologies to learn from the millions of lines of existing copy on Alibaba’s Tmall and Taobao e-commerce platforms. To use the tool, copywriters simply insert a link into a product page and click a button to see different copy ideas generated by the machine. The tone of the copy can also be selected, according to the company.

What’s So Special About the AI Tool?

The tool is used on average nearly a million times per day, by merchants and marketers on Alibaba-owned sites such as Taobao, Tmall, Mei.com (a fashion flash sale website) and 1688.com (Alibaba’s Chinese-language wholesale buying site).

“For merchants, from today onwards, AI can take care of a portion of their copywriting needs. And it significantly changes the way [copywriters] work: They will shift from thinking up a copy—one line at a time—to choosing the best out of many machine-generated options, largely improving efficiency,” Alimama said in a statement.

As with design, copywriting involves a certain degree of repetitive, low-value work that can be made more efficient, Alimama added. A single product might require up to 10 versions of copy for different ad formats, like posters, web banners, product pages, and other special event pages.

“All the content produced by the AI Copywriter is the result of applying deep learning models, trained with large volumes of quality content created by humans. Human creativity is the cornerstone for the machine, which isn’t able to replace the creativity of people,” said Christina Lu, general manager of Alimama marketing. “AI for marketing… allows people to devote more energy to richly creative work.”

“The AI copywriter is a really amazing tool,” said Shaozhang Ding, head of e-commerce for the Asia Pacific market at Esprit. “Based on a massive database of existing copy and advanced AI technologies, the tool can reduce the repetitive and tedious copywriting workload for our teams.

Wrapping Up

The AI Copywriter is the latest in a suite of technologies Alimama has developed to assist small to mid-sized businesses on Alibaba’s e-commerce platforms, including a “smart banner designer” released in April that can resize and reformat promotional website banners with the slide of a mouse (drag a corner of the banner to change the shape of the box, and the system automatically re-proportions the images and copy to fit the new format). In the same vein, Alibaba released an AI-powered video-editing tool for brands to generate—in less than a minute—20-second videos to use for promotion on Taobao.

Filed under: Company Headlines

Some Social Media Strategies to Improve Ad Performance – Part 2

Posted June 18, 2018 by Abhishek Pandey @ 11:41 pm

Social Media Strategies to Improve Ad PerformanceIn the previous post of Some Social Media Strategies to Improve Ad Performance – Part 1, we did talk about some of the ways in which you can improve your social media performance for Ads. For social sites to work pretty well, it is imperative that you do things precisely and correctly. Check out the social media strategies to improve ad performance through these following points.

Benefits of Advertising on Each Social Network Site

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For each social network, the functions differ significantly. These networks have their own benefits to a paid advertisement. But essentially in your own brand, you would not use each social media site. For starters, try choosing one or two networks that best align with your goals and objectives.

  • Facebook– The plethora of Facebook ad formats make it perfect for business-to-consumer campaigns. But its ability to make scalable audiences is also great for B2B. These formats are ideal for getting deeper into your audience and uncovering potential customers through awareness and social reach.
  • Instagram: Increasing web traffic sales and driving awareness is ideal for Instagram ads. Highly-visual content gets users to engage with the content and show off products in the best light for high B2C conversions.
  • Twitter: Twitter’s various advertising options let brands work on getting new followers for a product launch or simply starting a new social channel. Social Media Strategies to Improve Ad Performance on Twitter help grow awareness and drive clicks to your website.
  • LinkedIn: With a very specific demographic, LinkedIn is more ideal for business-to-business interactions. Your LinkedIn campaigns help gain visibility, generate leads, and boost traffic to your web pages through thought-leadership content.
  • Snapchat: This B2C platform works best with for pure engagement metrics, especially for younger audiences. Its sponsored filters and lenses are built to get users to engage, have fun and promote the product. Visibility and awareness are high markers for Snapchat ads.
  • Pinterest: The ads on Pinterest are often used to generate immediate sales of your product or services. Your paid content blends with other pins, allowing your brand to work as another avenue for your web store.

Find the Middle Ground for Social Audience Targeting

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It is not always an easy task to target an audience on social media through Ads. Trying to bring into fore the targeted audience in a given frame of time is almost impossible. Even if you are pro at social ads or a novice or just getting started, one thing will remain the same. Here you will require to find a middle ground with your targeting. Ad platforms are only getting more complex and sophisticated, so it’s important to spend your time wisely by creating workable target audiences. Additionally, you can use the Audience Behaviours feature to narrow down users who have specific intents like purchasing behaviors or traveling intentions. All these things lead to sales and with the right behaviors selected, you’ll see those who are active with brands that relate to you.

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Some Important Takeaways from Mary Meeker’s 2018 Internet Trends Report

Posted June 7, 2018 by Abhishek Pandey @ 2:44 am

 

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Mary Meeker’s 2018 Internet Trends Report is out and it’s a total understanding of the industry norms which has trended in the entire year. It focuses on the entire regimen for understanding the norms for internet happening in the financial year for 2017. There are some entities that have gathered momentum while some lack on various front. This report is a testament to the changing business regulation amidst tougher Data Protection codes in countries, the most important of them being the GDPR. Check out the major points to remember in the Mary Meeker’s 2018 Internet Trends Report here –

Mary Meeker’s 2018 Internet Trends Report – The World is Under Privacy Grip

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The whole world is going gaga over the Data Privacy – an important norm in the management of data notions. Meeker terms this as a Privacy Paradox: The Internet Companies want User data in return for low-priced services, the Users increase their time on these internet companies based on their perceived value of said services. On the other hands, the regulators want to ensure that the data is not misused. And Meeker said it’s key for internet companies to understand the unintended consequences of their products and that regulators understand the unintended consequences of regulation.

Mary Meeker’s 2018 Internet Trends Report – eCommerce is all about Amazon in the US

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With Walmart seeing a downslide, Amazon has become a Godzilla of ecommerce services. Ecommerce has seen a general 16 percent year on year growth with around $450 billion in the U.S. Ecommerce is now at 13 percent of retail sales. Amazon has continued to grow amidst all that followed by US President Donald Trump. in 2017, it was at 28 percent share with $129 billion gross merchandise volume (GMV) versus $52 billion GMV in 2013, or a 20 percent share.

Mary Meeker’s 2018 Internet Trends Report – Social Media is the best place to sell

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Social Media has become the greatest game changer for marketing these days. With more than 3 billion active users, it’s the place to sell if your brand is active there. Facebook leads the pack with around 78 percent people discovering products on that platform followed by Instagram and Pinterest at 59 percent. Twitter and Snapchat come at a later stage with 34 percent and 22 percent share in consumer discovery. People tend to read reviews before going on to buy the products.

Mary Meeker’s 2018 Internet Trends Report – Subscription services are doing fine too

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When it comes to product purchases, many are evolving from buying to subscribing via services like Netflix, which, at 118 million subscribers in 2017, saw 25 percent growth, and Spotify, which, at 71 million subscribers, saw 48 percent growth. Newcomer Peloton had 172,000 subscribers in 2017, which marked a whopping 173 percent growth. Subscription services are appealing because they offer access, selection, price, experience, and personalization.

Mary Meeker’s 2018 Internet Trends Report – Transformation in Digital Media

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Digital Media and the OTT Services have started to dominate now with excellent services and giving TV a tough competition as well. Amazon Prime, Netflix, and Hulu have started to dominate the online Digital Media with varieties of services and shows at subscription model listed above. TV has failed to give them competition as a retiring medium where the response is meek.

Mary Meeker’s 2018 Internet Trends Report – Amazon Vs. Alibaba – The Winner?

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Amazon has received some tough competition from Chinese conglomerate Alibaba in the recent years. In the year 2017, Alibaba posted a higher gross market value at $701 billion (to Amazon’s $225 billion) while Amazon had higher revenue ($178 billion to Alibaba’s $34 billion). But in China, Amazon has received serious flak and the retail version of Alibaba has taken hold to some extent. It is extending its services in Pakistan, Indonesia, India, and Singapore and that means Amazon has something to lose.

U.S. consumers are broke.

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U.S. consumers are struggling to make ends meet with household debt at its highest level ever and rising. Compared to Q3 2008, student loan debt is up 126 percent, auto debt is up 51 percent and mortgage debt is down 4 percent. The personal savings rate is also falling at 3 percent (versus 12 percent 50 years ago) and the debt-to-annual-income ratio is rising at 22 percent (versus 15 percent in 1968).

How to get Started with Instagram Business Profile?

Posted May 30, 2018 by Abhishek Pandey @ 5:09 am

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Since the launch of the Instagram Business Profile in the year 2016, everybody has been thinking to switch on to it sooner and later. For most influencers and organizations who had a lot of following, converting their account into the business profile was an easy decision. Currently, there are around 25 million Instagram Business Profiles active now. While for most this decision was easy, many are still wondering the time to shift into the Instagram Business mode. This indecision of activating the Business profile is because they are concerned about the impacts it will have on their profile and whether they will see a drop in their engagement after switching.

Why do people suspect to convert into Instagram Business Profile?

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With Facebook bringing a complete shift in their algorithm and content prioritization, the shift to such changes is visible on Instagram too. And this is the reason why people think twice when they make the decision to shift their profile into the Instagram Business Profile. However, all the evidence suggests that switching to a business account will only help you. With access to analytics and other features unavailable to personal accounts, it’s all upside. So, it’s no wonder why Instagram is nudging brands to switch. Let us find out the time when you should switch your Instagram profile to Instagram Business Profile and when you do, how should you do it?

Difference between a Personal Instagram Account and Instagram Business Profile

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One of the most important differences in a Personal Instagram Account and an Instagram Business Profile is the access to business features like Instagram insights, contact information, and Instagram Ads. But how did the brands manage to connect business before the release of Instagram Business Profile? There are tactics like pack their bio with all their contact information or make assumptions about who’s their target audience. But when you switch to a business profile, that’s all taken care of.

How to start with the Instagram Business Profile?

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To start with the Instagram Business Profile and verification, here is what you need to do –

  • Log in to your Instagram account and go to settings.
  • Tap “Switch to Business Profile”.
  • Switch to Instagram business profile. Once you click on this, Instagram will release a pop up to connect to a Facebook Business Page.

Note: You need to have Admin access to the Facebook page in order to convert to an Instagram Business Profile.

  • Connect Instagram profile to Facebook.
  • Choose a category for your profile/business.
  • Choose a category for your profile
  • Fill out your contact details (email address, phone number, and address). You need to fill out at least one of these.
  • Setup your Instagram business profile contact information.

Once you complete all of this information, your Instagram Business Profile is good to go. Instagram will show a video walkthrough to support the business account.

How to convert an Instagram Business Profile to a Normal Profile?

  • Log in to your Instagram account and go into settings.
  • In the “Business Settings” section, tap “Switch Back to Personal Account”.
  • switch back to personal account Instagram
  • Instagram will give you a prompt to make sure you want to switch to a personal account. Tap “Switch Back” to confirm.
  • switch back to personal account notification

Some Social Media Promotion Ideas for Innovating Marketing

Posted May 29, 2018 by Abhishek Pandey @ 3:54 am

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At times you would find your social media not working on the expected lines after you have registered and published your social accounts. Why is it that there is the lesser impact? How do you spread the word about your pages? Where do you spend your time promoting this? So, you have the right place to kickstart your social media promotions. There are some basics of social media marketing that you must check out. All the spaces provided in the setting pages should be your first priority. Here are some of the Social Media Promotion Ideas which are innovative in marketing your social media pages.

Why do you need Special Social Media Promotion Ideas?

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Social Media Marketing has quickly become the most important place for marketing for brands. With billions of traffic and raw data flowing through it, Social Media has become the place for the brand marketing. hence, to optimize your social media, you need to have some special social media promotion ideas. These will not only make your profile special, they will help you to get audiences who are worth for your business. Check out the innovative ideas here –

Profile Should be fully Updated –

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While making the social media profiles, you should maintain that your Facebook’s page is completely filled out. You will start to miss out on various things. So, unless you are going for an ultra-minimalistic look, you must be completely okay with your Facebook profile. You should add a regular and monthly check-in to your social media checklist to explore new features. In the About tab, you will have links to add to other social network’s profiles. The story section will allow you to give information about your company in a storytelling format. Some sites use the About section to let customers know where to find them.

Your Branded Hashtag Should be Your Priority

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Some Media Sites such as Instagram and Facebook have added the features of hashtags to the bio. Originally, people had to make do with memorizing the hashtags or creatively using an emoji. Now, you can use the space to promote other location-specific accounts and add hashtags. These hashtags can be your standard branded ones or special hashtags, like for a contest. Dave’s Coffee makes use of their bio space with both location account tags and their branded hashtag. Followers are easily directed to their account and to explore their other pages.

Promote Your Profile across various Channels

One of the most important things for spreading the word about your site is promoting your profile across various channels. Some of the easiest cross-promotion for cross channels is occasionally reminding your followers that you have other social media accounts. It can look like a link to the social media page accompanied by a call-to-action asking people to follow the account. For a subtler approach on cross-promotion, use space in your bio to mention that you’re on other networks. For Snapchat-heavy users, a profile photo change to their Snap code works well.

Unique and Branded Social Icons on the Website

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If customers are searching for you, your website is usually the first to pop up in the search results. Make it simple for them to find the social networks that you’re on. Many website themes now incorporate social media icons that you can easily fill out. Take the icons a step further by adding your brand’s graphics or colors to it. Some websites use short banners while others are happy with changing the color.

Promote Your Social Accounts in Newsletters & Email Signatures

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If you’re sending newsletters out on a recurring basis, add the social icons at the base. It’s another subtle reminder to the recipients that you’re there if they need to find you. For a more direct approach to promoting your social media accounts in your newsletter, add a fan section where you showcase a photo from the community. Most newsletter services allow for embeds. But if yours doesn’t, a photo upload with an account link will do. If your company often emails externally, like to potential sales clients, add links to your email signature.

New Political Advertisement Rules by Twitter Shows Strictness in Affairs

Posted May 25, 2018 by Abhishek Pandey @ 2:25 am

With American Mid Term elections due in time, Twitter has rolled out stricter regulations for Political Advertising. The stricter regulations have been released in advance to let the users and the political administrations to understand its transparency norms. With Facebook under fire for its alleged involvement in US and UK election, Twitter’s bid to time out their stricter advertisement rules would serve new parameters for other social networking sites. In order to curb the manipulation of the franchise, Twitter has allowed certain changes from its previous stints. Let us check out the New Political Advertisement rules by Twitter which has sought attention from all sides.

Why was the need for such harsh regulation under ‘New Political Advertisement Rules by Twitter’?

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The major motive for bringing out such rules is to not let any foreign nationals target political ads. After the revelation that Russia meddled into the US elections in 2016 has forced the social media sites to bring forth innovative methods to refrain the US citizens from getting any manipulated search result. Twitter has also banned the Russian State Media accounts from buying any ads in the US. The channel will soon create a ‘Transparency Center’ to show the amount of political campaign spends on the advertising. It will also find the identity of the organizations funding the campaign and the demographics they have been targeting.

What are the Proposed changes in New Political Advertisement Rules by Twitter?

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As mentioned above, the Social media giant has tried to live with the rage that surmounted the American population post the discovery of allegiance from Facebook in Trump Campaign. Twitter did add extra features to secure any such manipulation by the Political leaders to the electorates which can further lead to voter mind change. Here are some of the changes in the New Political Advertisement Rules by Twitter:

  • Twitter will now require its advertisers who run for Political parties during the Midterm elections to identify themselves with a certification that they live in the States. The company will not allow those to advertise political campaign ads for federal elections outside of the vicinity of the US.
  • The Candidates and their campaign committees will require providing their Federal Election Identification to run the advertisement.
  • The FEC registered organizations will require submitting a notary form giving due information.

How many challenges can get sorted with such Stricter Policies?

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With such harsh regulations in place, it will impact many social demographics of the US. Almost all the political leaders and their campaign managers use the Social Media Twitter. Their participation in the election will directly impact with the incoming of such stricter norms. However, with such norms, it will only be addressing part of overseas interference during the election. The reason for that is the remaining bots and automated accounts or demography-based AIs working on Twitter.

For this particular problem, Twitter has planned to add a visual badge and disclaimer information. This will be applicable to promoted content from other certified accounts. Twitter will be able to track down the person or the agency sponsoring the campaign. It will also label the Twitter Campaign accounts of the candidates running in the election. It will be valid for state governors, US Senate or US House of Representatives also. As per a Twitter newsletter –

These labels contain relevant information about a political candidate, including the office the candidate is running for, the state the office is located in, district number (when applicable). It will clearly be identifiable with a small icon of a government building,”

 

Filed under: Advertising,Company Headlines

Why Did Amazon and Google Loss on Market of Smart Speaker with Voice Assistant?

Posted May 21, 2018 by Abhishek Pandey @ 3:31 am

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Amazon was the first player to have entered the Smart Speaker Market with Amazon Alexa. Alexa then got renamed to Echo. Google then entered the market with the stupendous technological marvel called the ‘Google Home’. The device was powered by Google Assistant which has gone through significant changes. Alibaba and Xiaomi to have now entered the race of superiority for the Smart Speakers with Voice Assistant.  While there can be various players, Amazon had a nearly a 3-year head start over its competitors. Amazon and Google had a firm grip on the market, but the recent statistics suggest that Amazon and Google had a strong grip on the voice-controlled device market until they started to decline.

What are a market prospect for Amazon and Google in Smart Speaker with Voice Assistant?

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As per a new report, some of the analytics suggest that Amazon has manufactured more than 4 million smart Speakers with voice assistant in the first quarter of 2018 accounting for 43 percent of the market. Google, on the other hand, shipped around 2.4 million units being a number 2 on the competition. Alibaba comes at number 3 with 700,000 units while Apple comes in at fourth position with 600,000 with Xiaomi, the latest entrant at fifth spot with 200,000 units. This means that Amazon’s global market share has been cut nearly in half since the same period last year. But despite some debacles, 2017 was the best year to date for hardware sales. But Amazon had a nearly three-year head start over some competitors. And it may be time to ask whether it can maintain its lead.

How is the competition from Alibaba in China?

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Despite having a three-year lead over its competitors, Amazon and Google faced fresh competition and the toughest of it from Apple’s ‘HomePod’ in the first quarter. At the same time, their market Xiaomi and Alibaba cut their business in China. With Alibaba’s ‘Tmall Genie’ Smart Speaker with voice assistant coming in the market, Amazon was losing its grip in the East and South East Asian regions. Another variant of Tmall Genie was launched by AliGenie which understood Mandarin. People can understand Chinese Mandarin throughout the world. (Alexa can recognize five variations of English, as well as German and Japanese. A rep said she will speak French later this year. And Google Assistant will be available in 30 languages—including English, French, German, Hindi, Indonesian, Italian, Japanese, Korean, Portuguese and Spanish—by the end of 2018.)

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Alibaba has replicated Alexa in its Smart Speakers with Voice Assistant facilities. It also boasts of a visual recognition capability which allows it to identify various objects. This includes children’s books as well as medicine making it a formidable object.

Competition from Xiaomi

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Xiaomi too announced its Mi AI Speaker in the year 2017 in China. It became an instant competition to Amazon and Google there. The device costs half than that to Echo and Google Home. Xiaomi later announced Smart Speaker with Voice Assistant from Google. This feature will allow the users to control products through a smart speaker like Google Home or Amazon Echo.

What future do the Smart Speakers with Voice Assistant Facility have?

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As per David Watkins, Director at Strategy Analytics, “Amazon and Google accounted for a dominant 70 percent share of global smart speaker shipments in Q1 2018, although their combined share has fallen from 84 percent in Q4 2017 and 94 percent in the year-ago quarter. This is partly because of strong growth in the Chinese market for smart speakers where both Amazon and Google are currently absent. Alibaba and Xiaomi are leading the way in China and their strength in the domestic market alone is proving enough to propel them into the global top five.” Global smart speaker shipments rose 278 percent since last year in the first quarter of 2018, indicating voice-enabled devices are more than a trend.

Filed under: Advertising,Company Headlines

Learn to Humanize Your Customer Experience Through Understanding Their Demands

Posted May 18, 2018 by Abhishek Pandey @ 4:24 am

In this present age, everything seems to be data driven and Customer relations have eventually turned out to be the same. The brands have long forgotten the value of customer experience and they remain not more than a set of metrics and numbers on a campaign dashboard. This is something which has downgraded the customer importance for the brands. In this fast-paced world, focusing on real people have become an outdated idea. So, how should markets evolve from their custom dashboard and hit them where they actually feel? How do they connect with the real people who would actually understand their demands?

Why do brands not give impetus to real customer Experience?

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With plenty and large amounts of data being generated today, the brands have all information for actions leading to high customer loyalty down to each customer level. It will require evaluating customer interactions, both monetary to non-monetary which means engaging via social media. The key is measuring individual intent and engagement in real time—what we call a customer’s “pulse.” Once that’s understood, there are ways to activate your outreach based on that unique pulse, as well as how to monitor and maintain a positive feedback loop.

With so much data available with the brands, they tend to neglect the support of real people. They go for the data available with them to expand their reach. Hence, they do not give much impetus to real customer experience. The individual intent and engagement in real time is often given less impetus and priority as compared to the data which is readily available. This individual intent is called a customer’s ‘pulse’

What exactly is a Customer Pulse as per the Customer Experience?

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Often, the customer indicates their value and engage themselves on their brand usage based on the varying needs and situations. If the brand is good, they would increase the level of engagement over time determining their loyalty.  They would thus increase the value for business.  If you think of your relationship with a customer as a system which functions on investments and returns, the Pulse of the customer can be understood as a simple equation:

Pulse = Investments + Returns – Relationship Decay.

What level of Investment are we talking about?

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The Investment includes personal outreach, relevant social content, exclusive or early access, rewards and incentives and all the time and energy which is put into creating it. The Returns come in the form of engagement: content sharing, repeat usage of a product, or a new purchase. In between investments and return is Relationship Decay, the reality that customers will gradually forget about their past experiences. Then the engagements when your brand is not top of mind becomes absolute.

How a customer’s pulse informs decision making?

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Success is traditionally measured by purchases. But given the increasing interaction consumers have with brands via non-purchase activities, this needs to change. It’s not just a matter of changing the way interactions are measured, but these non-purchase interactions drive value. After all, even when purchases are infrequent, engagement with your brand over time holds immense value. For example, in the airline industry, studies show that when a tweet is answered in five minutes or less, the customer is willing to pay $20 or more for a ticket on that airline in the future.

How can Small and midsize businesses (SMBs) Fare with Facebook and Google Advertisement?

Posted May 15, 2018 by Abhishek Pandey @ 11:43 pm

Google and Facebook have been the front-runners in the advertising industry for nearly two decades now since their inception. Being relatively easier platforms than print, they tend to bring in the target audience compliance to greater affordable rate as well. With such ease of use and target capabilities, the small and midsized businesses find Google and Facebook easier to drive their advertisement with. As per Chris Ruberg, Senior SM specialist at Independent Media Agency Empower, “Facebook provides an unprecedented number of tools to make using its ad platform easy to navigate for even the most novice business or advertiser.”

It is correct on the part of Google also. If you have not yet signed up with Google AdSense and AdWords, the experience is quite fruitful. The tools make the advertisement profound and gallant.

How are Google and Facebook Advertisement Different?

Image result for facebook engagement

Google and Facebook, since its inception, has been the tool to look out for by the SMBs to drive their advertisements. For most of the SMBs across the globe, these two platforms tend to provide most of the advertisements. Still guessing the number of users on these platforms? Take away the Fortune 1000, and most of the 5.999 million that remain are small and midsize businesses. And all these business houses have benefitted from Google and Facebook Advertisement. Most of the SMBs lack manpower and time to formulate ads and they need someone to take care of that. Google and Facebook have been extremely effective at reaching target audiences while also being convenient.

What are other major players in Advertisement agencies?

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Recently Twitter and Snapchat began to build advertisement platforms to attract SMBs but still, they are in the early stages of production. Snapchat did introduce the Snap Accelerate Initiative last October to attract the SMBs and the Startups, incubators, and accelerator programs with access to marketing benefits and services. Snapchat recorded a 30 percent increase in its advertisement revenue from the fourth quarter of 2017 through its Accelerator Program.

Similarly, Twitter Launched Promote Mode, its Subscription based self-serve advertising platform. This enables SMBs to play a flat fee of $99 per month to promote their profiles and individual tweets. Twitter is yet to officially convey the figures but labeled the results as positive. Twitter only provides analytics for tweets and followers while Snapchat provides offer data like Story views, time spent viewing, reach, average view time, story view percentage and Popular regions.

What Factors are Mostly used in Facebook and Google Advertising?

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Facebook is the topmost contender when it comes to advertising with the social media channels. With more than 1.5 billion users across the globe and an average of 6 hours per day mean Facebook reaching the target audience ratio much earlier than most others. Facebook tracks the purchase journey via multiple devices even when those transactions occur outside of Facebook. “Facebook is very scalable. The results and metrics are gathered immediately, and you can act on them immediately,” Gallant added. “The interactivity of the platform is immensely powerful.”

But if SMBs are not using Facebook advertisement, they are probably on Google but getting out of these two means finding new sources and that is a daunting task. “While it may be more expensive to advertise on Google, Google is more worth it in our eyes because you gain more visibility and, therefore, higher ad value,” said Joseph Crea, marketing manager of Dumbo Moving and Storage in Brooklyn, N.Y.

 

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