There is no shortage of examples of social video campaigns; brands such as Tesco and Dunkin’ Donuts have succeeded by recognising both the limitations and opportunities of social video viewing. A major challenge for 2017 will be video measurement, particularly after the announcement that Facebook had been significantly overestimating average viewing times. SOCIAL: THE RISE OF ‘DARK SOCIAL’ AND MESSAGING APPS The time spent using social media is increasing, but the platforms used are increasingly closed or private to marketers, rather than open or transparent. The rise of chat or mobile- focused messenger apps such as WhatsApp, Facebook Messenger, Line and WeChat (particularly in Asia) is fuelling the rise of ‘dark social’. Effectively, this refers to social conversations that are private and ‘invisible’ to the outside world – and hence there is less potential for marketers to monitor, advertise or buy their way into conversations with potential customers. The rise of ‘dark social’ has two major implications for marketers. First, there may be an impact on social listening techniques, and the quality of information available from monitoring ‘open’ social platforms. Second, there is expected to be a move away from ‘real-time’ social strategies toward conversation-based approaches. Brands are still experimenting with ‘dark social’ platforms as marketing channels – for example, AXE in Ecuador has used the conversational aspect of WhatsApp to good effect. MTV India, meanwhile, has sought to use ‘dark social’ as a research tool. Image caption to go here Social video: Tesco’s sales rose after its ‘Toy Testers’ films appeared on Facebook 55% of global CMOs expect AI to have a greater impact on marketing and communications than social media
5 Warc: Toolkit 2017 – Executive Summary © Copyright Warc 2016. All rights reserved. Executive Summary E-COMMERCE: THE DIRECT-TO-CONSUMER OPPORTUNITY Brands in sectors such as FMCG and food are increasingly looking at direct-to-consumer (DTC) opportunities. These cut out or minimise the retailer ‘middlemen’, allowing brands that previously had no direct relationship with their customers to develop one. Low-cost start-ups have disrupted established business models with customer-centric, online businesses. Innovative apps, subscription services and engaging branded social platforms have encouraged impulse purchases and trials with seamless transactions and personalised experiences. The challenge for established brands is responding to these new models – and Unilever’s billion-dollar purchase of Dollar Shave Club shows they are taking them very seriously indeed. The coming year is likely to be an area of considerable experimentation. An example is IZZE, a PepsiCo-owned drink, which has tried out ‘Like2Buy’ buttons on Instagram and was an early adopter of Amazon Dash buttons in its quest to win over ‘hipster millennials’.
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- Fall '15
- Brad Davis
- Marketing, WARC, Copyright Warc