New Ideas in Marketing
Essential news for marketers, summarised by YouGov

Fake news and advertising, the value of voice assistants and Mastercard's nameless logo

 

Advertisers should be cautious of unreliable publishers

Academic Insight; Advertising; Digital & Martech; Brand & Product;

Research finds an indirect effect on brands from ads being seen with ‘fake news’ content.

Reassuringly the results show that there doesn’t seem to be a direct relationship between perceived untruthfulness of a particular piece of news content and negative attitudes and intentions towards brands or products that happened to be shown next to the content.

But there is still cause for caution for advertisers. The study did find evidence of an indirect effect on consumer perceptions – content that was judged to be untruthful lead to a negative judgement about the quality and reliability of the source, which then impacted the trust shown towards brands advertising on it.

That loss of trust could have impacts on attitudes and even behavioural intentions like buying behaviour, suggesting brands would do well to pay attention to the credibility of the properties they advertise on.

Read the original research in the Journal of Interactive Marketing:

https://doi.org/10.1016/j.intmar.2018.09.001 [30 minute read; article may be behind a paywall]

 

Voice assistants must be localised to get value out of all users

Academic Insight; Digital & Martech; Market Research, Metrics & Data; Customer;

A study investigates customer loyalty and engagement towards companies employing voice assistant technologies.

Voice assistants (VAs) like Amazon’s Alexa and Google Assistant are increasingly used to access information and as an interface for e-commerce.

The research suggests that, provided that consumers perceive the VAs as useful and easy to use, their introduction should boost loyalty and engagement towards a brand in cases where they perform simple, transactional commands like e-commerce.

But, when applying VAs to more complicated, non-transactional tasks like information search, companies will only see greater loyalty and engagement if the VA experience is localised and adapted to the individual, taking account of their preferences and context. That might include their geographical location or more subtle factors like their cultural setting.

Read the original research in Psychology & Marketing:

https://doi.org/10.1002/mar.21192 [35 minute read; article may be behind a paywall]   

 

The NYT grows European ad-revenues without open exchanges

News & Trends; Advertising; Digital & Martech;

The real impact of GDPR on marketers is still becoming clear.

Like many publishers, the New York Times stopped behavioural targeting in open ad exchanges for its European site before the regulation came in last year, switching to geographic and contextual targeting with all inventory sold direct.

But no longer using browsing behaviour for targeting hasn’t hit the Times’ ad revenues in Europe. Instead they're up “significantly”, according to Jean-Christophe Demarta, svp for global advertising, who commented “the desirability of a brand may be stronger than the targeting capabilities.”

Read the original article in Digiday [5 minute read; article may be behind a paywall]

 

Facebook users want to be amused or inspired

News & Trends; Social; Market Research, Metrics & Data;

Social media management platform Buffer have distilled the key features of 500 top-performing Facebook posts.

The posts, taken from a huge sample of 777 million from 20,000 Facebook Business Pages, showed that video is comfortably the best format for generating engagement. It accounted for more than 80% of the top posts, while it seems links are barely worth posting, making up only 0.2% of the top 500.

After categorizing the types of content shared to examine what users are looking for, inspirational, funny and practical content were found to create the most engagement.

This is backed up by the fact that the ‘LOVE’ and ‘HAHA’ reactions were easily the most popular interactions to these posts, suggesting a clear trend for how best to engage audiences on Facebook.

Read the original article at buffer.com [15 minute read]

 

There are good reasons for Mastercard’s nameless logo play

Thought Leadership; Brand & Product; Business & Finance;

Mastercard recently removed its name from its branding, provoking comment and controversy.

This analysis piece notes that the branding decision will not have been taken lightly and the strategy is mostly used by well established brands after a long evolution: Nike waited 25 years before using its “swoosh” on its own.

So with a 50 year history and reported 80% recognition of the symbol, Mastercard could be well placed to benefit. The trend away from physical payment cards and the need for logo recognition in ever smaller spaces online and in social media are sound practical arguments for the change.

Read the original article in Design Week [5 minute read; article may require registration]

 

Marketers should focus on customer needs not tech hype

Thought Leadership; Digital & Martech; Customer;

Much of the tech at the Consumer Electronics Show isn’t relevant yet.

CES 2019 in Las Vegas earlier in this month got marketers talking about the impact of robotics, voice, AI, the Internet of Things and a range of other tech developments.

But this take from research and advisory firm Forrester reminds brands to focus on how the technology will meet consumer needs. It argues that much of what was on show either doesn’t have clear use case or won’t change consumer experiences for some time.

Robotics, for example, is a long way from interacting with customers, although their impact in operations is growing, while AR and AI enabled retail innovations are failing to take off due to low consumer demand and privacy issues.

Read the original article at Forrester.com [7 minute read]

 

Deep learning could shape the future of SEO

Thought Leadership; Digital & Martech;

Deep learning, a form of AI technology, could have a range of marketing applications.

These systems function in a similar way to the brain by using so-called neural networks to perfect a process by repetition with large quantities of training data to learn from.

The technology is already applied in marketing to improve or automate repetitive but complex tasks like real-time bidding in ad exchanges, or to power chatbots to enhance customer interactions online. It could also be used to automate more sophisticated personalised experiences, if data privacy issues can be overcome.

Another exciting future use for marketers is in automating SEO processes. Because it is a data-driven challenge and requires constant adjustment, optimising websites and content for search should be a good fit for deep learning systems. This will please marketers who find search confusing and technical.

Read the original article at Marketing Insider Group [6 minute read]

 

Design for trust to build better data-driven experiences

Expert Advice; Customer; Digital & Martech;

GDPR is an opportunity for marketers to improve customer experience design.

This comment piece argues that automatic opt-ins, inferred data and opaque user agreements not only risk breaching the regulations, they also make for poor user experiences.

Instead, customers should be allowed to take the lead through on-boarding processes, and marketers need to use good design to create trust so that they choose to share their data.

Doing so is a big opportunity for brands, but getting it wrong will have consequences with an increasingly data-aware public.

Read the original article in Adweek [4 minute read; article may be behind a paywall]

 

Small brands should answer consumer questions with search ads

Expert Advice; Digital & Martech; Market Research, Metrics & Data;

Research reported by MarketingProfs examines the motivations behind paid-search clicks.

The responses suggest that brands should tailor search adverts so that they answer real queries, particularly if they are not household names.

Of 506 people who had clicked on a clicked on a search ad in the month before the study, 33% said they clicked on search ads that answered a search query (the most popular option), while 26% said they did so because it mentioned a familiar brand.

The results also show suggest that clickbait ads many not be a good tactic, with only 19% clicking because of a “compelling title, description or image”.

Read the original article at MarketingProfs [3 minute read]

 

Opinions expressed in this article are those of the original authors and not necessarily YouGov

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