Consumers want to play with makeup and experiment with the latest trends. Virtual reality try-on tools have made it easy to discover how they would look with an ombre lip or Kardashian-worthy contouring, compare brands, and shop anywhere, anytime. In-store innovations, such as diagnostic tools and point-of-sale holograms bring a new dimension to the experience and generate social content. In our infographic, you'll discover how tech is impacting beauty retailing and how consumers are engaging in the digital realm.
From #FakeNews to live video, social media was central to every marketer’s strategy in 2017. This year, social is poised for more disruption. Here, we look at some of the social features and trends that marketers can expect in 2018.
Filed Under: Digital
When you want information, what’s the first thing you do? Google it. Search is a powerful tool for information-hungry shoppers when they know what they’re looking for, but increasingly search is becoming a source of inspiration for consumers at the top of the funnel. Google data reveals new trends into the role search is playing in the path-to-purchase which can help inform marketers’ SEO keyword and content strategies.
Social media has made it easy for consumers to engage with the brands they love and helps build relationships that generate loyalty. But it’s also created a call-out culture that can be a public relations nightmare for marketers if complaints are not taken seriously or responded to promptly. Forty six percent of consumers have used social to express their displeasure with a product, service, or business practice and that number increases when you look at the data on Millennials—56% have complained or called out brands on social. The practice is so widespread that it is second only to in-person complaints as the most common way to resolve customer service issues.
Most of us can’t imagine life without our smart phones, but are we addicted? Researchers found that Americans check their phones an average of 47 times per day with younger users checking in an average of 86 times—an increase of 4% over 2016. In our infographic, learn when and where consumers are increasingly checking their phones and how it’s affecting families.
Filed Under: Digital
Generation C isn’t the next up-and-coming demographic, it’s a new force in consumer culture. Gen C is a mindset defined by characteristics beyond age, race, or even gender: this consumer cares deeply about creation, curation, connection, and community. This is the lens with which the connected consumer views life and it’s reflected in the brands they love, the products they buy, and the influencers the follow. In our infographic, we explore how social media is the thread that connects these female consumers with the brands they love.
Consumer trust in government, media, and brands is at an all-time low. Fewer than 20% of Americans trust the government, about a quarter trust the news media, and 42% find brands and companies less truthful today than twenty years ago. Consumers are doing more research, and demanding transparency and detailed insights into brand values, sourcing, and production practices. Today, the price of trust is transparency.
Less political than Facebook and more user-friendly than Snapchat, Instagram has emerged as one of the most compelling social networks for both consumers and brands. Internationally, the platform boasts more than 800 million active users who post over 100 million photos every day as well as more than 150 million daily active story users. Although the platform has a passionate audience, marketers often want to know why their posts aren’t generating as much organic engagement and blame Instagram’s algorithm for suppressing organic content. Recently, we had the opportunity to participate in a conversation with Eva Chen, Instagram’s Head of Fashion Partnerships, who answered our questions about Instagram’s algorithm and offered advice on increasing engagement and refining your social media strategy.
Filed Under: Digital
Instead of bells, retailers were ringing up sales this holiday weekend. Analysts estimate that 174 million Americans shopped between Thanksgiving Day and Cyber Monday and spent roughly $15 billion on gifts. While retailers are celebrating a long-overdue win, they’re also recognizing that the era of the adrenaline-fueled day of shopping has ended, replaced by a steady flow of deals offered throughout the season that consumers can access at the tap of a finger. Here are five trends that emerged as consumers kicked off their holiday shopping.
It’s a simple fact—if shoppers can’t find your products, they can’t buy them. In traditional retail, marketers developed strategies to stand out on shelf, but on a crowded online marketplace like Amazon, it’s more difficult…but not impossible. One of the most important strategies for getting your products found on Amazon search and converting browsers into buyers is understanding how to craft a well-optimized product page. Understanding how to market a product on Amazon can be challenging. In fact, many large brands in the CPG, beauty, and food spaces are not optimizing around these key factors. This offers independent brands an opportunity to stake their claim and compete with legacy brands.