2018 was a great year for industry and was full of change. From the latest Google updates the constant rush to comply with the GDPR and related privacy scandals; to the rise of Amazon as an important platform for retailing; the relationship between e-commerce and the fall of brick and mortar stores – last year was all. However, in this article for RetailTechNews, Reprise explores how some of these past events will affect next year, and what they expect it will be necessary for brands to take into account in 2019.
GDPR, the end of the world that did not come
Craig Lister, MD, Reprise Network UK: Geographic data mapping, high value audiences, conversion rates, average order values, electronic receipts, bots, ad formats, and dynamic creativity can occur in a post-GDP world. This means that the process of improving real audience campaigns is occurring and will become more important only in increasing our level of automation and increasing programmatic media further.
Brands can now expect a new level of spending efficiency on the media, but clearly defined goals will also be needed when planning to avoid imbalance between the agency and the brand.
Building trust and customization
Marty Whitman, Head of Performance, Reprise Network UK: Once you've verified your Netflix or Amazon Prime Video accounts, you can see the power of customization for conversion. We will see the trend expands in 2019 as data, the ability to use it widely for immediate results, improves.
For brands, this means directing consumers to what they want in the world of choice, helping to increase conversions.
Visual Search: Trademarks will be requested, agencies will be provided
Charlie Davison, Director of SEO, Europe, Middle East and Africa, Reprise Network UK: Just as voice search is the flavor of the past two years, in 2019 more agencies will be asking agencies to develop customized video search strategies. With advances in visual search technology around AI and the resulting shift in consumer behavior, we expect to see data like Google and Pinterest releasing more data about visual search support to support their Lens products. Expect to hear more about the benefits of that visual Research compared to traditional research: from more direct purchases due to the shift without friction, to larger baskets due to emotional connections formed through visual search.
If brands want to be ahead of the curve, they should explore new ways people are searching. Voice and video research is a unique opportunity to provide customers with what they want most: contact with customers.
James Fairweather, President of Reprise, London, Reprise Network UK: Since the long-term impact of the screen on a large scale is widely understood, we may see a decline in time spent on social applications. However, when we see a shift towards confirmed truth in the media and consumer digital content, we will see a related increase in the consumption of structured content.
If brands want to succeed at the social level, they need to rethink their content strategy at the risk of becoming irrelevant in this dynamic space. Think about quality rather than quantity.
Role of influencers
Marty Whitman, Head of Performance, Reprise Network UK: Everyone has views, but not all opinions are equal. The power of social influence stems from the power of their constituency; the more the audience is in harmony with the influencer, the more credible his opinion is.
Brands must understand that it is necessary to match their audience with the right influence so that they can attract viewers and excitement; we will guide this through the new impact framework in 2019.
Allie Tattersall, e-Commerce Account Manager, Reprise Network UK: We've already seen an Amazon partner with Volvo to deliver new driving tests through Prime Now, Which can be seen as a commercial extension of Amazon's advertising and partnerships. Amazon also purchased a prescription delivery service, Indicating a shift in the sale of services. Amazon can benefit from a wide range of consumer data to pay services such as prescription, insurance, and others.
We all know that Amazon is an important platform for retailing, where 50% of product searches now start on the website. This will only increase as Amazon's presence continues to grow in global markets. Expanding Amazon product offerings will increase brand competition and the need to rethink marketing budgets to ensure that they compete with Amazon. Developing the partnership offer in Amazon will provide opportunities for a variety of advertisers more than ever before.
Chatbots will improve
Marty Whitman: The next step in the evolution of chatbot is its "humanity". Better communication algorithms, improved artificial intelligence, and increased platform offerings by Amazon, Google and IBM will lead to a new generation of highly effective tracking and personal tracking software that can drive more conversions and brand experiences.
Brands need to start exploring this new trend in personal assistants, as consumers increasingly look for a human touch in online shopping.