Procter & Gamble | July 12, 2021
It is an understatement to suggest that Australians' shopping habits have fundamentally changed in the last year. Cartology, a subsidiary of Woolworths Group, collaborated with FMCG research firm Advantage Group to survey 40 of Australia's FMCG leaders about the changing environment of customer needs and engagement. Their resounding response was that digital is the new front door of a retail company, and the new world is one driven by the customer. Woolworths' insights support this as well.
Woolworths, Cartology, and brands will explore how the industry responds to a year of customer transformation in a three-part series.
Zulfiqar Mahar, vice president marketing for P&G Australia and New Zealand, says that the fast-moving consumer goods business has seen massive shifts in customer behavior over the last year, with many of those habits and routines here to stay. The shift to digital platforms in the way consumers search for, engage with, and purchase brands have been a recurring topic among Australian shoppers.
Mahar's main takeaway is that customer-centricity is even more important in times of uncertainty and change.
P&G has adapted to seismic changing consumer behavior by reinventing how it builds brands. For example, consumers today see ten times as many advertising messages as they did a decade ago. Thus P&G needed to rethink advertising, including making messages more impactful and with less clutter.
P&G's ability to bring content to life in digital environments and beyond has never been more essential in this context. P&G wants to expand the amount of pull-based content it wants customers to engage with, and that content must be personalized to the context and media platform for each consumer group. According to Mahar, P&G's successful examples of this approach include Gillette Direct, the Oral B AI app, and the Olay Skin Advisor, which offer the company more direct, one-on-one engagement with consumers.
In addition, the way messages are conveyed via media platforms has been reinvented to provide mass reach with targeted precision - no easy accomplishment for a company whose goods are used by 95% of the population; it is a case of effectively conveying a message with regularity while avoiding wastage.
Personalization is also important since customers want brands to interact with them directly, but there is a need to avoid being too familiar, according to Mahar.
Key trends have also influenced P&G's marketing approach in digital adoption and usage. As customers gain confidence in shopping online, they seek products to buy and depend on the views of other product users. P&G aims to integrate search across many platforms, including stores, to answer all of the questions customers have about brands, providing a seamless experience that is also more efficient.
P&G is also attempting to increase efficiency and effectiveness in digital media and advertising spending in e-commerce by matching content with context to maximize relevance and attention.
All of P&G's marketing, advertising, and digital strategy changes are viewed through the critical lens of customer-centricity.
T-Systems International | April 20, 2021
Concerns around online activities, such as cybersecurity, data privacy, and transparency, are affecting digital marketing. Blockchain technology will help in the stabilization of customer trust in the digital world. It will increase the credibility of online ads, brand honesty, cross-promotion with influencers, and reward customers for data sharing.
Due to the monopoly or duopoly, platform companies such as Facebook pose threats to multiple industry leaders in digital marketing. Furthermore, data scandals fueled skepticism in the digital advertising industry.
Both users and advertisers believe that control over their data is slipping away from them. Blockchain technology allows marketing organizations to work more autonomously in the advertisement industry while also increasing the credibility of their product and corporate communications.
How? The blockchain's key feature is that it maintains data on decentralized servers in several locations rather than in a single centralized repository. These distributed data records (blocks) are inextricably linked together to form a chain. Every computer (peer) in the network receives the same unalterable data copy. This has the advantage of no longer requiring all market players to trust a single repository – and therefore no central point of attack for cybercriminals or vulnerability to technical malfunctions. The concept is similar to an online document held in a decentralized location that can be modified continuously through several computers. This lays the groundwork for more transparent, secure, and reliable solutions in digital marketing.
Brand and product transparency
Any marketing agenda mainly focuses on sustainability. Many businesses claim to be sustainable. But how are they going to prove it? Blockchain technologies can enhance brand integrity within the supply chain management process, for example, by ensuring that products have been packaged or shipped sustainably – 2 important conditions when the products are organic.
As a result, an Industrial Control System (ICS, for example, T-Systems) writes all data into a blockchain that is synchronized for all players, including the manufacturer, delivery agent, and retailer. This procedure allows customers to obtain facts about the sources of their products as well as monitoring information.
In reality, the cloud2cloud combination of the Cloud of Things (T-Systems) and the SCP (SAP Cloud Platform) utilizes Internet of Things (IoT), blockchain, and machine learning to monitor the supply chain of the apples used in a smoothie (use case of T-Systems, pdf). Consumers can trace the direction and origin of organic apples using IoT data, supply data, and origin data – and do a fact check on the brand's value proposition. This enables businesses to sell their products as sustainable with much greater credibility.
Blockchain is on the rise
For the time being, high prices, the failure of real-time apps to attain commercial viability, and a lack of sector-wide initiatives are preventing widespread adoption. While some potential blockchain applications are still unclear, it is beginning to transform the digital world. In the digital advertising ecosystem, blockchain can increase transparency, confidence, and productivity. It will soon become a force in digital marketing rivalry that marketers cannot continue to neglect.
T-Systems has already pioneered individual solutions to help companies get started with blockchain. Several pilot projects have already been initiated, and sector-wide experience sharing will be a critical next step. Marketing organizations who wish to stay competitive can into the processes that blockchain can simplify or even monetize.
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Infillion | May 12, 2022
Infillion, the platform aimed at web3 and connected future, has announced the launch of ShopX. ShopX is a shoppable advertising product that focuses on effective brand messaging and scaling sales over the open web.
When it comes to consumer habits, e-commerce and video consumption have seen a significant rise in today's world. Hence, the intersection of these trends has become a lucrative and rewarding option for publishers, marketers, and platforms through shoppable video ads.
IInfillion intends to bring convenience to the industry by offering cross-publisher and cross-platform campaign activation and the enormous benefits of opt-in from consumers, creative direction, and actionable measurement.
Infillion's ShopX offers a consumer-friendly shoppable video ad targeted toward the highly engaged audience and integrates the "add to cart" function that gives the option to purchase the product from the customer's preferred retailer from within the ad. ShopX is also made to get people to watch ads by using Infillion's opt-in ad experience. This means that consumers agree to watch the whole ad to skip other ads, showing that they respect the viewer's time, attention, and privacy.
"Infillion is the only media platform that gives consumers the ability to optimize their time, attention and privacy at every point in the user-decision journey, With a tap to opt in to a brand's message and a click to add directly to a retailer's cart, Infillion's ShopX immediately connects the consumer and brand through a frictionless, actionable shopping experience. All transactions should be this easy and respectful of consumers' interests and attention."
Christina Caron, president of Infillion
Infillion's premium publication network has a reach of 148 million unique users. ShopX ads are built for this premium publication network; they are a scalable, creative and effective solution for the brands and advertisers. Infillion's ShopX experience also includes the benefits of a full-service team that makes sure creative and distribution align with campaign goals and gives reliable data on how people buy things. In addition, the proven creative units from Infillion are built on a brand's strategy by giving customers the proven interactivity they want. All of these factors give Infillion a significant competitive edge in the market.
Consumers are using streaming platforms for their content needs at an exponential rate. Hence, there is an increase in the volume of the interruptive advertising messages (many without frequency capping in place) as there are more AVOD (Ad-Based Video on Demand) platforms. eMarketer says that by 2025, annual ad spending on CTV in the U.S. will have doubled and soared past $30 billion. By taking eMarketer's prediction that eCommerce sales will make up 23.6% of all retail sales by 2025, ShopX gives consumers an advertising experience that respects their consent and makes shopping easy within CTV.
"Streaming is changing everything, including the ability for the consumer to define their own experience — which now includes shopping in a few clicks. The future of the open web will require media and adtech to focus on engagement, interactivity and optimization of attention, not on the number of ads that fit into a program. This customer-focused future aligns nicely with advertisers' need for effectiveness over volume and their desire to honor consumers' time, attention and privacy. At Infillion, we're ensuring that, after 70 years of intrusive advertising, every product we own, like TrueX, is built with advertisers' businesses and respect for consumers' attention in mind," added Laurel Rossi, Infillion's chief marketing officer.
After Truex and Gimbal merged and changed their name to Infillion, Infillion released new products that help advertisers optimize their plans across all screens, audiences, and touchpoints in the consumer journey. With ShopX, CTV and all other platforms, Infillion gives advertisers the reach they want from a performance-based product. ShopX builds on Infillion's goal of providing brands with the broadest range of full-funnel media solutions. These solutions use proprietary opt-in experiences for consumers and dynamic creative solutions that put privacy first.