Advertising Land

Marketing Land165 million people shopped online and in stores over Black Friday weekendQuora unveils new Promoted Answers ad unitData privacy: Will the industry emerge stronger following the Facebook fallout?Why Disney, Microsoft and Home Shopping Network attend SMX WestCheetah mobile and another Chinese firm accused of mobile ad download fraudForrester decides to buy SiriusDecisionsMarketing Day: Facebook Watch Party, foldable screens & Google GDPR concernsFacebook extends Watch Party to Pages and personal profiles, adds featuresFrom Black Friday to Cyber Monday, consumers spend more than $4 billion on mobileFoldable screens: No big deal for marketers or potential game changer?

https://marketingland.com Marketing Land Wed, 28 Nov 2018 16:46:42 +0000 en-US hourly 1 https://wordpress.org/?v=4.9.8 https://marketingland.com/165-million-people-shopped-online-and-in-stores-over-black-friday-weekend-252602 Wed, 28 Nov 2018 16:02:09 +0000

165 million people shopped online and in stores over Black Friday weekend


There were just under 90 million multichannel shoppers who spent on average $93 more than online or in-store only buyers.

The post 165 million people shopped online and in stores over Black Friday weekend appeared first on Marketing Land.

]]>

Pre-Thanksgiving surveys indicated that more people intended to shop online this year than in the past. That sentiment did translate into actual behavior, as Black Friday in-store traffic was down according to retail analytics firms.

Store traffic down somewhat vs. 2017. RetailNext reported that on Thanksgiving and Black Friday sales in stores were down 4 to 7 percent and foot traffic was down 5 to 9 percent. Rival ShopperTrak said visits on Thanksgiving Day and Black Friday were down 1 percent for the two-day shopping period and down 1.7 percent on Black Friday compared with last year.

The National Retail Federation (NRF) reported that over the past weekend 165 million people shopped either online or in stores or both. That compares with 174 million a year ago. NRF estimated that there were 67 million people in stores on Black Friday versus 77 million in 2017.

Shoppers by Channel

Source: NRF (11/18)

Multichannel shoppers spent more. Overall, NRF said there were roughly 90 million multichannel shoppers. That was up roughly 40 percent from 2017. In addition, the multichannel shopper spent on average $93 more than single-channel buyers. NRF added that the most popular shopping destinations over the weekend were the following:

  1. Department stores
  2. Online retailers
  3. Specialty apparel stores
  4. Grocery stores
  5. Discount stores
  6. Electronics stores

Walmart dominated visitation. Location analytics firm Reveal Mobile measured real-time Black Friday store visits. The company said that Walmart received 3.4 percent of all U.S. retail store visits on Black Friday. That was followed by Target (1.8 percent), Verizon Wireless (1.4 percent), Home Depot (1.4 percent), Lowe’s (1.2 percent), Spring (0.8 percent) and Best Buy (0.7 percent). Combined, these account for roughly 11 percent of all retail store visits on Black Friday.

Source: Reveal Mobile (2018)

The company also said that early morning Black Friday lines are becoming a thing of the past. According to Reveal, Black Friday “rush hour” occurred between 11 a.m. and 3 p.m.

Related Resources

What matters to marketers. There are a number of takeaways from this and other data released over the past several days. Online revenues set records, but it remains to be seen how stores performed. Overall there should be sales growth when online and offline results are combined.

Historically online and offline shopping have been seen in opposition. As more direct-to-consumer brands open physical stores and as more traditional retailers concentrate on growing the online channel, we’ve entered a more complex and dynamic retail era.

And, while online did capture some share from stores, more consumers are relying on multiple channels before buying. Stores are also instrumental in supporting online shopping, especially for Millennials.

The post 165 million people shopped online and in stores over Black Friday weekend appeared first on Marketing Land.

]]>
https://marketingland.com/quora-unveils-new-promoted-answers-ad-unit-252546 Wed, 28 Nov 2018 13:00:46 +0000

Quora unveils new Promoted Answers ad unit


The Promoted Answers unit has the same targeting options as the platform’s other ad formats.

The post Quora unveils new Promoted Answers ad unit appeared first on Marketing Land.

]]>

Quora unveiled a new native ad unit Tuesday called Promoted Answers, which offers marketers the opportunity to promote organic content posted on the site by themselves or others. Featuring a question, a portion of an answer and a link that takes the users to the full answer, a Promoted Answers ad can be targeted in all the same ways as other units on the platform.

Though all of Quora’s ad units mimic the look of the site and are referred to as “native,” Promoted Answers is Quora’s first ad format that promotes organic content, similarly to Twitter’s Promoted Tweets or Facebook’s Promoted Posts.

Here’s the ad creation interface for advertisers using Promoted Answers.

Why it matters

In a blog post announcing the launch, Quora said that this ad unit extends the reach that many businesses are already getting through answers organically.

Though brands can promote any answer they want, the format lends itself to answers that show thought leadership. Quora says that advertisers are already seeing success with the new format, adding that client DuckDuckGo’s promoted answers were viewed over 200 times more than their non-promoted content — garnering them millions of views.

“The format provides a flexible canvas to share detailed information about your product or service that goes beyond the characters allowed in normal ad copy and helps to facilitate engagement through upvotes, comments, and follows,” Ryan Browne, director of product management at Quora, said in the blog post. “If Quora users are already discussing your business, Promoted Answers are a great way to join the conversation surrounding your brand.”

What else you should know

  • Quora has been steadily rolling out enhancements to its ad platform since launching in 2017.
  • Quora claims an audience of more than 300 million monthly unique visitors, rivaling Twitter and Pinterest.
  • To promote an answer, get started here.

The post Quora unveils new Promoted Answers ad unit appeared first on Marketing Land.

]]>
https://marketingland.com/data-privacy-will-the-industry-emerge-stronger-following-the-facebook-fallout-252560 Wed, 28 Nov 2018 12:30:51 +0000

Data privacy: Will the industry emerge stronger following the Facebook fallout?


New regulation will push transparency to be normalized so advertisers must communicate simply and openly about how audience data is used.

The post Data privacy: Will the industry emerge stronger following the Facebook fallout? appeared first on Marketing Land.

]]>

Facebook has undergone a tumultuous period of self-examination in 2018 with the departure of the founders of WhatsApp and Instagram just part of a series of crises besetting the tech giant. Facebook’s founder, Mark Zuckerberg appeared in front of European and US legislators three times to defend the company’s policies on privacy amid growing backlash against how it collects data. Four in five Americans now believe the big tech companies should all be regulated, and privacy experts at Amazon, Apple, Google and Twitter when quizzed by US senators dramatically agreed.

Despite the lack of a federal data privacy law, steps are being taken to bolster consumer privacy and data handling with the introduction of the California Consumer Privacy Act, which is due to be implemented from January 2020. Moreover, a paper published by Virginia Senator Mark Warner outlined a blueprint for the regulation of media giants. However, the European directive – the GDPR – seems to have set the bar for gold standard.

Zuckerberg reiterated in August that Facebook will roll out privacy controls demanded by EU regulators to users globally because “good regulation” would increase user trust in how tech giants use their data.

So will the industry emerge stronger following the Facebook fallout?

1. Regulation will fuel industry progress

“I don’t think [the question is] whether or not there should be regulation […] Some sort of regulation is important and inevitable.” – Mark Zuckerberg

Too frequently, advertisers dismiss legislation as superfluous red tape, but Zuckerberg’s discussion with the EU parliament acknowledged its necessity. Take, for example, the problem of data silos; as the number of digital channels has risen, so has the volume of disparate data stores that advertisers are struggling to manage and connect — making it impossible to gain a 360-degree picture of individuals and deliver personalized online experiences. Under laws, such as the GDPR, complying with new consumer rights – such as Subject Access Requests (SARs) – will require fast access to individual-level insight. It is necessary to consolidate data and create easily accessible unified profiles: not just to remain compliant, but to deliver timely, relevant and personalized messaging.

2. Every company has a duty to secure data

“Keeping people safe will always be more important than maximizing profits.”

Speaking to the EU parliament, Zuckerberg highlighted a central priority that is often overlooked: consumer security. Due to a growing focus on returns, many advertisers have forgotten that safeguarding data is more important than chasing revenue; at least it should be if they want to retain trust and loyalty, and stay within the law. This isn’t the first time Zuckerberg has underlined the obligations businesses have to consumers. In a statement posted ahead of the Congress testimony, and reminiscent of Uncle Ben’s “with great power…” speech to Spiderman, he declared: “We have a responsibility to protect your data, and if we can’t then we don’t deserve to serve you.”

All advertisers must accept their duty to secure consumer data in compliance with regulations; it is vital data is kept relevant, up to date, and safely stored for no longer than necessary – also applicable to third-party vendors and partners. Companies must demonstrate measures are in place to prevent breaches: there is no excuse for lack of preparation.

3. Consumers must be given more control

“We’re committed to rolling out the controls, and the affirmative consent […] required in GDPR, we’re doing that around the world.”

Empowering consumers is the primary theme for multiple new laws, from the CONSENT Act — unveiled on Capitol Hill — to the EU’s GDPR. It seems Zuckerberg agrees greater control is good: during the session with Congress, he revealed plans for global adoption of GDPR consent rules, which stipulate businesses must ask for and receive clear permission to use data for set purposes.

This positive stance isn’t unanimous yet, but it’s one the industry would be wise to embrace. According to a 2017 study, just 9 percent of consumers feel in control of online data collection and 80 percent are worried about what information advertisers gather. By allowing individuals to decide how they share data, advertisers can significantly improve consumer confidence and relationships.

4. Accountability doesn’t end at your front door

“We need to take a more proactive view in policing the ecosystem, and making sure that all these members of the ecosystem are using tools in a way that’s good for the community.”

Zuckerberg’s testimony at Congress placed emphasis on joint accountability. If recent events have taught advertisers anything, it’s that even responsible companies can fall into hot water if external vendors mishandle data. The GDPR places the onus on businesses to verify that third-party data processing is compliant. By making these checks a legal requirement, the regulation enforces action to maximize data security.

Cleaning up the industry requires a unified effort, which includes monitoring how data is used, even after it’s passed on to somebody else.

5. Protecting data privacy

“Long privacy policies are very confusing. And if you make it long and spell out all the detail, then you’re probably going to reduce the percent of people who read it and make it accessible to them.”

It is important to note Zuckerberg’s admission that creating privacy policies consumers will understand and read can be difficult. So far, it’s been assumed that information about data implementation will cause consumers to switch off. But the GDPR is having a profound impact: data privacy is no longer something that can be ignored and consumers are actively interested in data usage.

Moving forward, advertisers must communicate simply and openly with their audiences about how, why, where and when data is used. In short, transparency will be normalized — which is, of course, a positive development. In an industry where multiple isolated systems and complex data processes often cause misunderstanding, putting a spotlight on data privacy is just the ticket to win audience trust and keep personalization rolling.

The post Data privacy: Will the industry emerge stronger following the Facebook fallout? appeared first on Marketing Land.

]]>
https://marketingland.com/why-disney-microsoft-and-home-shopping-network-attend-smx-west-252588 Tue, 27 Nov 2018 21:56:18 +0000

Why Disney, Microsoft and Home Shopping Network attend SMX West


For more than 10 years, marketers have attended Search Marketing Expo – SMX® West for a variety of reasons. Here’s what a few of them had to say about the experience: “… changes in search marketing are impacting the variety of stakeholders in the industry. It is too easy to get stuck in one’s own perspective alone, and SMX […]

The post Why Disney, Microsoft and Home Shopping Network attend SMX West appeared first on Marketing Land.

]]>

For more than 10 years, marketers have attended Search Marketing Expo – SMX® West for a variety of reasons. Here’s what a few of them had to say about the experience:

“… changes in search marketing are impacting the variety of stakeholders in the industry. It is too easy to get stuck in one’s own perspective alone, and SMX really opens up horizons.” – Liz Walsh, Microsoft

“As usual, SMX didn’t disappoint. Great speakers, great session topics, and great people. I definitely plan on continuing to attend SMX events in the future.” – Hugo Guzman, HSN

“I found the keynote presentations to be interesting and innovative.” – Adrienne Frankenfield, Walt Disney Parks & Resorts Online

Liz, Hugo, and Adrienne share key benefits of attending:

  • You don’t know what you don’t know. Expanding your horizons by learning and networking with others is vital for professional development.
  • The whole search marketing clan attends. You’ll get the latest SEO and SEM tactics from accomplished brand and agency presenters, meet other marketers like you at networking events, and maybe even find a partner who can help make you more efficient and productive.
  • You’ll be inspired by the experience. The presentations you hear, people you meet, and ideas you’re exposed to will fuel your enthusiasm for digital marketing for years to come.

Join us for SMX West January 30-31 in San Jose. You’ll learn brand-safe, actionable tactics from leading SEO and SEM experts, guaranteed.

Register now for the best rate

Book by December 22 and save big. Choose the pass that fits your goals and budget:

  • All Access: The All Access pass packs the complete conference experience including sessions, keynotes, clinics, networking events, and amenities. Book now and save $300 off on-site rates!
  • All Access + Workshop: Maximize your time by adding a full-day post-conference workshop to your agenda. Book now and save $600 off on-site rates!
  • Networking: The Networking pass is perfect if you’re on a tight budget. You’ll unlock sponsored sessions, networking, WiFi — even hot meals and refreshments — all for just $399 ($200 off on-site rates!).

The post Why Disney, Microsoft and Home Shopping Network attend SMX West appeared first on Marketing Land.

]]>
https://marketingland.com/cheetah-mobile-and-another-chinese-firm-accused-of-mobile-ad-download-fraud-252549 Tue, 27 Nov 2018 21:17:46 +0000

Cheetah mobile and another Chinese firm accused of mobile ad download fraud


A Q1 report from AppsFlyer said that mobile ad fraud is costing brands $700-$800 million globally on a quarterly basis.

The post Cheetah mobile and another Chinese firm accused of mobile ad download fraud appeared first on Marketing Land.

]]>

Mobile ad fraud is a growth industry. According to a Q1 2018 report (.pdf) from AppsFlyer, “mobile app marketers were exposed to 30 percent more fraud (as compared to the 2017 quarterly average), reaching $700-$800 million worldwide. The share of fraudulent installs has also grown by 15%, tainting 11.5% of all marketing-driven installs.”

Chinese firms accused of claiming credit for downloads. In that context, BuzzFeed News reports that, according to app analytics company Kochava, seven apps owned by Chinese firm Cheetah Mobile are accused of engaging in app-download fraud. Cheetah has denied the allegations. An app owned by another Chinese firm called Kika Tech is also similarly accused.

Specifically, the Cheetah and Kika apps are alleged to have fraudulently claimed credit for third party app downloads on phones where their apps were installed. The type of fraud here is called “click injection,” where SDKs on a user’s phone create fake clicks to fraudulently claim attribution. The apps in question include Clean Master, Battery Doctor and Cheetah Keyboard among others. Cheetah has blamed any fraud on third party SDKs integrated with its apps.

A larger pattern of Google Play fraud. The BuzzFeed report is a sequel to a report last month that discovered “a sophisticated digital advertising fraud scheme involving more than 125 Android apps and websites connected to a network of front and shell companies in Cyprus, Malta, British Virgin Islands, Croatia, Bulgaria, and elsewhere.” Many of the apps in question were games.

Following the report, Google took action and removed many of those dubious apps.

What matters to marketers. Mobile ad and app-install fraud is a significant problem that needs more aggressive policing. But it also requires vigilance by marketers and advertisers to ensure that clicks and installs are legitimate. Publishers and networks need to be monitored and periodic traffic/download experiments need to be performed to ensure that downloads are actually happening.

Click injection, however, is difficult to detect because the event in question typically did happen, a third party is just seeking to wrongfully claim credit.

The post Cheetah mobile and another Chinese firm accused of mobile ad download fraud appeared first on Marketing Land.

]]>
https://marketingland.com/forrester-decides-to-buy-siriusdecisions-252569 Tue, 27 Nov 2018 21:14:50 +0000

Forrester decides to buy SiriusDecisions


This latest expansion by the Cambridge-based research firm adds marketing, sales and product operational methodology, as well as the SiriusDecisions’ “Demand Waterfall.”

The post Forrester decides to buy SiriusDecisions appeared first on Marketing Land.

]]>

One version of the Sirius Demand Waterfall

One version of the Sirius Demand Waterfall

Research firm Forrester announced today that it will buy B2B research and advisory firm SiriusDecisions.

The deal, which is expected to close in January, will cost the Cambridge, Massachusetts-based Forrester $245 million in cash.

‘Demand Waterfall.’ Forrester’s reports on various business, technology and marketing topics are designed for business and tech leaders, centered these days around what it calls “customer-obsessed strategies.”

Headquartered in Wilton, Connecticut, SiriusDecisions is focused on providing a “Sirius Way” methodology that is based on best practices and intended to help optimize marketing, sales and product operations.

One of SiriusDecisions’ calling cards is its “Demand Waterfall” model, used by B2B firms’ sales and marketing teams to help coordinate their assessment and management of new business leads and the sales process.

‘Deeper operational understanding.’ In a statement, the companies said the deal will allow them to cross-sell services, expand the SiriusDecisions platform into IT and customer experience, move it into financial services, healthcare and other vertical markets that Forrester covers, and accelerate international growth plans, especially through Forrester’s global sales force and channels.

Victor Milligan, Forrester CMO, emailed me that this new combined entity allows his company’s clients to “understand and embrace large sweeping changes [in the market] as well as execute and drive performance every day.” SiriusDecisions provides “a deeper operational understanding” that will help to tune Forrester’s strategic advice, he added.

Forrester CFO Michael Doyle said he expects the addition of SiriusDecisions will add about $100 million to Forrester’s 2019 revenue. Milligan told me the SiriusDecisions brand will be maintained, as well as “The Sirius Way.”

Why this matters to marketers. This acquisition is the latest expansive move by Forrester, in this case bringing an additional operational methodology into its portfolio. In July, the research firm picked up customer feedback player FeedbackNow and the analytics company GlimpzIt, planning to use them as the engines to evolve its CX (customer experience) Index into a real-time CX Cloud.

Given the wide availability of various kinds of business research, Forrester and competitors like Gartner are taking their own advice by keeping ahead of the rapidly changing market. The arc of their evolution, such as Forrester’s major move into customer-focused strategy, traces the latest direction of marketing and business intelligence.

This story first appeared on MarTech Today. For more on marketing technology, click here.

The post Forrester decides to buy SiriusDecisions appeared first on Marketing Land.

]]>
https://marketingland.com/marketing-day-facebook-watch-party-foldable-screens-google-gdpr-concerns-252555 Tue, 27 Nov 2018 21:00:13 +0000

Marketing Day: Facebook Watch Party, foldable screens & Google GDPR concerns


Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.

The post Marketing Day: Facebook Watch Party, foldable screens & Google GDPR concerns appeared first on Marketing Land.

]]>

Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.

From Marketing Land:

Recent Headlines From MarTech Today, Our Sister Site Dedicated To Marketing Technology:

Online Marketing News From Around The Web:

The post Marketing Day: Facebook Watch Party, foldable screens & Google GDPR concerns appeared first on Marketing Land.

]]>
https://marketingland.com/facebook-extends-watch-party-to-pages-and-personal-profiles-adds-features-252503 Tue, 27 Nov 2018 19:36:50 +0000

Facebook extends Watch Party to Pages and personal profiles, adds features


Its new Live Commentating feature lets a host moderate a Watch Party as videos play.

The post Facebook extends Watch Party to Pages and personal profiles, adds features appeared first on Marketing Land.

]]>

Facebook’s multi-user video feature Watch Party is now available to Pages and personal profiles.

The offering — which lets multiple users watch and comment on the same video simultaneously — was initially launched in Groups only. Since it came out of beta in July, the company reports, the number of daily Watch Parties has grown sevenfold and there have been more than 12 million Watch Parties.

Facebook has also introduced new features including the ability for Pages and Groups to schedule a Watch Party, threaded comments and Live Commentating, which lets a host moderate a Watch Party as videos play.

The new Live Commentating feature on creator Tessa Netting’s Watch Party

Why it matters

So far, according to Facebook, Watch Party has been a successful tool for increasing engagement. The company reports that Watch Parties get eight times as many comments as non-live videos, good news for marketers who use the functionality to connect and engage with multiple customers at once.

The company says that the technology can be used in many ways, including Q&As, behind-the-scenes or b-roll content, tips and tricks and demonstrations. Publishers have also been using the functionality to host Watch Parties to build anticipation for events, and connect audiences from other media.

What else you should know

  • Though Facebook’s been slowly rolling out the ability for individuals to host Watch Parties, it’s now available globally.
  • The company is highlighting its new Live Commentating feature through an event on Wednesday: a Big Chicken Shaq Watch Party hosted by Shaquille O’Neal on his page.

The post Facebook extends Watch Party to Pages and personal profiles, adds features appeared first on Marketing Land.

]]>
https://marketingland.com/from-black-friday-to-cyber-monday-consumers-spend-more-than-4-billion-on-mobile-252483 Tue, 27 Nov 2018 17:26:59 +0000

From Black Friday to Cyber Monday, consumers spend more than $4 billion on mobile


More retail traffic came from mobile devices than the desktop and some are reporting that mobile sales beat the PC as well.

The post From Black Friday to Cyber Monday, consumers spend more than $4 billion on mobile appeared first on Marketing Land.

]]>

Over this past weekend, shoppers turned increasingly to smartphones to shop — and buy. Data from Adobe, Salesforce, Shopify and Rakuten Marketing all show significant growth in the use of mobile devices over last year, though the specific numbers are somewhat inconsistent.

More mobile traffic and sales. Salesforce reported that on Thanksgiving Day, mobile devices generated 68 percent of retail site traffic. More significantly the company said that, for the first time, 54 percent of orders were placed on smartphones.

Shopify, which has a larger percentage of small merchants on its platform, reported an even higher mobile conversion share. The company said that over the Black Friday to Cyber Monday period, “66 percent of sales from Shopify merchants were made on mobile, compared to 34 percent made on desktop during this time.”

By contrast, Adobe reported that Cyber Monday posted a record $7.9 billion in sales, which made it the largest online shopping day in the U.S., beating last year’s $6.6 billion and Black Friday’s $6.2 billion this year.

More than $4 billion in sales. However mobile transactions represented a minority of total sales on Cyber Monday, according to Adobe’s data. On Black Friday, mobile drove almost 34 percent of purchases. On Cyber Monday, over 54 percent of retail site visits came from mobile devices but only 28 percent of purchases. Black Friday and Cyber Monday smartphone combined sales exceeded $4 billion.

Finally, Raukuten Marketing reported that mobile devices showed the largest transaction growth over the long weekend, with mobile revenues increasing 52 percent and mobile conversions growing 61 percent. The company said that 31 percent of Cyber Monday buying happened on smartphones.

Related Resources

What matters to marketers. The obvious takeaway is that creating a compelling mobile experience is critical for retail success, whether pure e-commerce or omnichannel. The data sources agree that the majority of retail traffic was driven by smartphones and tablets. And increasingly sales are going to be on smartphones.

Next year there will likely be consensus among the data sources that smartphones are driving at least as many conversions as the desktop.

The post From Black Friday to Cyber Monday, consumers spend more than $4 billion on mobile appeared first on Marketing Land.

]]>
https://marketingland.com/foldable-screens-no-big-deal-for-marketers-or-potential-game-changer-252456 Tue, 27 Nov 2018 16:27:40 +0000

Foldable screens: No big deal for marketers or potential game changer?


Android now natively supports foldable screens, and Samsung is coming out with a foldable-screen Galaxy. What does this mean for marketing?

The post Foldable screens: No big deal for marketers or potential game changer? appeared first on Marketing Land.

]]>

Recently, Google announced that its Android OS will natively support foldable screens on smartphones. Coupled with Samsung’s promise of a Galaxy foldable smartphone, it appears that this form factor — promised by consumer tech companies since the end of the last century — may soon emerge.

What kind of opportunities — and challenges– would this technology represent for marketing?

A big deal. Foldables could potentially come in a variety of form factors, ranging from a single screen that covers either the two outside or the two inside surfaces of a flip phone, to a small screen that fits into a pocket and unfolds like a map into a larger display. Eventually, almost any kind of malleable screen may be possible.

While some observers speculate that truly thin and flexible screens — as bendable as paper — are years off, the fact is that marketers don’t yet know how fast the technology will take hold or evolve.

In any case, several experts that I contacted say a foldable screen– in its various possible incarnations — is a big deal.

‘A complete reimagining.’ Mobile device buyers “are eager to see something dramatically different,” customer experience platform Sitecore CTO Ryan Donovan told me via email. Foldable screens, he said, “open the door to a complete reimagining” of how information is sent and consumed, “more radical” that the smartwatch.

That means, of course, that marketers and their information, interaction and visual designers have a lot of new choices to make.

For instance, Donovan said, marketers will need to decide if there is a different set of content and a different kind of responsiveness every time a screen is folded open or close.

Should it be the same image writ larger when the screen is unfolded, or should it become two images? The device will likely know about an “unfolding” action, so should that trigger some difference in content or interactivity?

Potentially, the unfolding could turn a phone into the equivalent of a tablet. How does that transformation from one device type to another change the content and the interactivity?

Completing complex actions. One approach for marketers to deal with a multi-device universe has been to create content that is independent from the presentation layer and from the screen size, so the same material can be rendered for a mobile device, a tablet or a refrigerator screen. Some marketers might choose that route, and the foldable screen — with all its permutations — could become just another set of destinations.

But a foldable screen also offers several unique attributes, including folding and unfolding actions, and the ability for one device to become a much larger or smaller one.

Derek Davis, a web developer for Sozoe Creative, emailed me that customers on foldable mobile screens will “be able to more easily complete complex actions like purchases or feedback forms on a larger form factor.” This could mean that the lower rate of sale conversions on smaller mobile screens, compared to desktops, could become a thing of the past.

Intent indicators. Sal Visca, CTO of e-commerce platform Elastic Path, pointed out that “the fact of unfolding [a screen] is an extremely strong indication of the user’s level of interest and engagement with the content,” meaning that unfolding or folding could become key events for interactivity and analysis, possibly on the level of a click. Unfolding certainly means the users want to read more content or in a larger format, but Visca notes that it could also mean the user is ready to fill out forms, make a purchase or otherwise engage with the content.

He also predicted that content flow charts will need to be redefined, so they can accommodate the progression of additional or higher resolution content when a screen is unfolded or its shape otherwise changed. And unfolding the screen may represent some real-world analogous action, like opening a wallet.

Convex, concave shapes. Changeable screens may also offer radical new form factors for marketers. Litha Ramirez, Director of Experience Strategy and Design Group at digital transformation agency SPR, told me “bendability introduces new shapes” that can incorporate a level of depth, such as convex or concave shapes, or even a cylinder. Foldable screens are “on the way to bendable screens,” she said, an evolution that might even lead to screens molded to a specific shape, like a character’s face.

A bending action on the screen could also “flip pages in a [virtual] book,” she envisioned, possibly combined with haptic feedback so users “feel” the page turns or other on-screen activity. A cylindrical screen might allow a marketer to turn a display into, say, a Coke can.

The potential impact, Ramirez said, is “huge,” since bendable/foldable screens could make any surface into any kind of changeable shape.

Hoping it’s not the Segway. In fact, if even a portion of the above predictions come true, malleable screens could turn the entire category of mobile into something different.

Currently, mobile marketing to pocket devices must account for their transportability, wirelessness and their small screen size.

If the latter factor is removed, then the category changes. In addition to possibly leading to more sales, such devices could be used more frequently for productivity tasks like word processing or sales presentations.

But, Ramirez said, let’s hope that malleable screens “don’t go the way of the Segway.”

As ingenious as that single-person motorized scooter is, she noted, its biggest issue has been that it is a solution without a clear problem, and the benefit hasn’t been enough for most people to warrant the adoption and the cost.

While bendable/foldable screens represent terrific opportunities for marketers, the pending question is: Are the benefits worth enough — for most people — to warrant the adoption, learning curve and cost?

This story first appeared on MarTech Today. For more on marketing technology, click here.

The post Foldable screens: No big deal for marketers or potential game changer? appeared first on Marketing Land.

]]>

If you liked Advertising Land by Then you'll love Marketing Services Miami

Leave a Reply

Your email address will not be published. Required fields are marked *