Digital Digest: 20th October 2016
On the first and third Thursdays of each month Abbey Torrance and Emma Saddleton share the headlines in this, the Digital Digest.
‘Malibu is using the Internet of Things to “alleviate customer experiences” in bars and clubs by banishing queues and delivering customers’ drinks directly to them’.
They have launched ‘COCO-NECT cups’ – these cups ‘send signals to bar staff every time a fresh drink is required’. How do customers order their drink? By twisting the base of the cup whilst they carry on having a great time. The drink is then made for them and delivered once ready – meaning that the consumer didn’t have to spend time queuing at a bar or stop chatting with their friends.
But how does this technology work? ‘Twisting the cup’s base sends an order to the bar at the same time as pinpointing the user’s location. Once the order has been accepted a light on the bottom of the vessel changes colour to let the partygoer know their drink will soon be delivered to them, while a special app helps bar staff find the customer. Once near, the vessel light starts flashing to identify the right recipient’.
‘Making use of existing WiFi and RFID technology, Malibu claims the cup is a drinks industry first. The brand is looking to roll out the technology next summer at a small event, before potentially it rolling out “on a mass scale” at certain festivals and events’.
We’ve been seeing the rise in mobile for a long time – no ad investment has caught up with usage as mobile ad spend overtakes desktop and tablet. Rising by 56.1%, mobile ad spend (including search and classifieds) dominated in H1 2016 with 36p of every £1 going to mobile.
Video ads grew the most by 67% overall – with mobile video growing by 129% alone. In line with YouGov’s insight that one in five look at social media first thing in the morning, social video investment grew 43% to £745 million.
These figures reinforce the trends we’ve seen - tapping into more relevant, current moments for users rather than relying on fixed touchpoints. Motion and video aid in driving higher engagement from users so we expect to see this rise continue when H2 numbers come out in a few months.
Search is the golden thread to all brand communication now. However, it sometimes doesn’t get the attention it needs.
Consumers are now accessing search first via mobile devices, however what they are seeing in the results are not tailored to deliver a great online experience via mobile.
Copy can often be too long and nonsensically utilise mobile phone features; the website that it links to is not optimised for mobile etc.
A survey found that ‘38% complained they receive worse search results when shopping on their mobile device than on laptop or desktop’.
It is imperative that brands continue to test, learn and innovate within the search space. Not only should they be personalising their search ads for mobile, they should be look at paid search voice ads. See the excellent Ted Baker example here.
To mark Restart a Heart Day on 16th October, the British Heart Foundation utilised Twitter’s heart shaped like button to drive awareness of CPR and how it can be used to save lives. Based on the stat that 1 in 10 survive a cardiac arrest, the majority of those who engaged received a message linking them off to a video explaining CPR and boost peoples’ confidence in carrying out the procedure.
Engaging an audience doesn’t always require a huge wealth of content, instead this shows a simple, smart way of being direct and focused.