Consumers are in charge more than ever

Consumers now prefer virtual stores in the real world

This is the theme I see when stories are collected in today’s newsletter, especially as the term “consumer” is expanded to include event participants. First, marketers are beginning to see consumers as secret ads. We all know, right? We click to skip YouTube video ads first or to switch to another open tab while the ad is playing; we turn off the sound for TV commercials; we ignore or “x” pop-ups.

When we shop online, we are increasingly interested in what our colleagues say about products and services, not what brands want to tell us. And we decide what corporate conferences and trade shows should look like in the future: live, virtual or hybrid. We will let you know.

Below is an advocate for visual narrative instead of ad interruption, a provider that allows brands to be discovered through user-generated content (UGC) instead of ads, and a discussion of what is “hybrid” in the context of opportunity. . We are going through changes

NFT, the “new” social media, and the future of branded content

In the second part of our two-part visual narrative film, Shlomi Ron, CEO of the Visual Storytelling Institute, talks about the problem of “ fake stories ”, the fascination of blockchain-based stories for irreplaceable characters (NFTs), and as brands who learn to be liquid. , deliver content: compelling stories instead of pop-up ads.

Ron says the visual story needs to break through the rubble to reach the customer. “The public is intimidated by traditional advertising methods,” said Ron. Many ads are based on interruptions, such as a pop-up ad or a TV commercial. Now, probably a third of the cable television audience will leave in 2024 if the cable is cut to access the Internet.

“I see visual storytelling as the next evolution in disruptive marketing,” said Ron. Brands are starting to make their own documentaries and short films that tell stories to reach viewers. “Their waiting time is decreasing,” he said. “They don’t see it as an advertisement. This is where the visual story shines, ”says Ron.

More than half of consumers now prefer the virtual at the top of the store

The headline of an international survey of 9,000 consumers on the UGC Bazaarvoice platform is that 54% now want to research products online instead of buying from the store. Like it or not, 61% say they are more likely to discover articles by browsing online. The reasons? Number one: usability, followed by a wider choice and the ability to discover products.

At the store, however, he still wins on impulse (67% against 53%) for the ease of seeing and touching the products. Smartphones are twice as popular for browsing as desktops.

Because we care.

 Bazaarvoice has a distinct aspect to the game, as it promotes user-generated content as an important tool for the discovery of e-commerce, but it is still interesting to see that the windows of the virtual stores are in front of the store windows. It is useful to divide it into different types of purchases (which research does not do), as it seems likely that some types of products are more suitable for discovery and virtual research than others.

What does hybrid mean to you?

As more and more people are vaccinated against COVID-19, the idea of returning to events becomes more realistic. While there are many opportunities online in 2022, it’s time to think about what happened after COVID. I do not expect an immediate return to what was considered normal before the pandemic. Events as we know them are likely to change forever. I hear more and more about hybrid events, but I realize that hybrid means different things to different people. I have seen statements that describe hybrid events as personal events in which the sessions are broadcast live simultaneously. Another description of hybrid events is a larger person event with smaller virtual events on the same topic occurring throughout the year.

Rising Media, the creators of SMX London, SMX Munich, SMX Paris, and others, are testing an innovative hybrid idea for SMX Advanced Europe to be held from 21 to 22 June, which sparked my interest.

Verizon is the latest to test a Flo alternative

Privacy is the topic of the day and almost everyone seems to understand how to protect the privacy of Internet users by eliminating the need for third-party data and enabling targeted and personalized advertising. Google, of course, launched FLoC, which aims to rank consumers based on interests and allow advertisers to advertise in these interest groups, which Google says hides effective individual data.

Earlier this month, Verizon Media entered the market with the launch of Next-Gen Solutions, a tool that allows advertisers and publishers to reach an audience without online identifiers. Using artificial intelligence (AI) trained on Verizon media sites like Yahoo, Next-Gen Solutions achieves context-based capabilities of real-time devices and signals. As with Google’s FLoCs, Verizon’s solution doesn’t rely on cookies, mobile application IDs, or email. What sets the product apart is that Verizon’s Next-Gen solutions do not require user-level profiles and are used in multiple internet browsers, ” writes Stephanie Miles for Street Fight.

Because we care.

“It will lead the next generation of advertising technology solutions,” said Patrick O’Leary, CEO of CRM Booster Publishing for Advertising.

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