not only influencers - iab italia€¦ · 4 source: mediacom proprietary research; osservatorio...
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20 | 11 |2019
NOT ONLY INFLUENCERS
22
Why a research on INFLUENCE
WE’RE FACING A SWITCH IN POWER
BETWEEN RETAILER AND CONSUMER
RATHER THAN BE SEDUCED BY BRANDS’
MARKETING,
CONSUMERS LOOK TO EACH OTHER FOR
ADVICE ON WHAT TO BUY AND WHERE
SOCIAL MEDIA HAS GIVEN NEW MEANING TO ‘WORD OF MOUTH’
33 Source: MediaCom proprietary research
8 OUT OF 10declare to be influenced by
someone in their purchase
44 Source: MediaCom Proprietary research; Osservatorio Influencer Marketing AKQA IED, report 2019
+45%investments on
Influencer marketing
in 2019
INFLUENCE calls for influencers
35%follows at least one
influencer
62%on 18-34
Chiara Ferragni is
Top Of Mind with
90% of quotes
55
Only influencers influence?
66
THE ANSWER IS NO
Influence has different layers of proximity
FAMILY
FRIENDS
SOCIAL, PEERS
EXPERTS
77
Multiple personas influence our purchases
Source: MediaCom proprietary research
74%
PARTNER
68%
EXPERTS
64%
FRIENDS
54%
SISTER or
BROTHER
63%
SON or
DAUGHTER
60%
PARENTS
49%
SOCIAL
PEERS
88
INFLUENCE has different nuances on different categories
Source: MediaCom proprietary research
85 62
99
And ach personas influences different categories
SON or
DAUGHTERPARENTS
SISTER or
BROTHER
FRIENDS or
COLLEAGUESPARTNER SOCIAL PEERS EXPERTS
68% 54% 47% 56% 67% 49% 56%
64% 53% 47% 50% 63% 40% 45%
52% 43% 40% 45% 62% 38% 44%
50% 39% 38% 44% 53% 40% 40%
47% 41% 42% 53% 37% 37%
% of influence by personas
SNACK
VIDEOGAMES
EVENTS
CLOTHING
SPORT APPAREL
FMCG
FINANCIAL PRODUCTS
PHARMA (otc)
AUTOMOTIVE
TECH
ALCOHOLIC BEVERAGES
RESTAURANTS & PUBS
TRAVELS
CLOTHING
RESTAURANTS & PUBS
TECH
MOBILE PROVIDERS
RESTAURANTS & PUBS
ALCOHOLIC BEVERAGES
TRAVELS
AUTOMOTIVE
CLOTHING
EVENTS EVENTS
TECH
RESTAURANTS & PUBS
BIOLOGICAL/HEALTHY FOOD
TRAVELS
EVENTS
TECH
BIOLOGICAL/HEALTHY FOOD
FINANCIAL PRODUCTS
AUTOMOTIVE
PHARMA (otc)
1010
INFLUENCE on TRAVEL
Source: MediaCom proprietary research
82
86 on 18-34yo
Partner influences, but it’s woman that
finally decides
35-54yo decisions are taken with
partner (72%) or by themselves (48%)
1111
INFLUENCE on SPORT APPAREL
Source: MediaCom proprietary research
77
on 18-24 y.o. is even higher: 80
Women are more influenced than men
When younger, social peers are key:
40% on 18-24 y.o.
1212
INFLUENCE on SNACKS
Source: MediaCom proprietary research
69
79 on 18-34yo
Kids decides: 76% influence on couples
with kids <15yo
While on over 55 the purchase is mainly linked
to self consumption
1313
Also the number of different personasinfluencingpurchases isrelevant
AUTOMOTIVE
TECH
VIDEO GAMES
RESTAURANTS & PUBS
TRAVEL
FINANCIAL
EVENTS
CLOTHING
MOBILE PROVIDER
LUXURY JEWELLERY
SPORT APPAREL
PET CARE
PARFUMS
BEAUTY CARE
PHARMA
SNACK
GROCERY
BIO/HEALTHY PRODUCTS
ALCOHOLIC BEVERAGE
ALCOHOL FREE BEVERAGE
1,0
1,5
2,0
2,5
3,0
3,5
55 60 65 70 75 80 85 90
N°
OF P
ER
SO
NA
S I
NFLU
EN
CIN
G P
UR
CH
ASE
SCORE
‘FOR US’ PURCHASESLIFESTYLE ADVISORS
POPKNOWLEDGE
+++---
++
+--
-FEW BUT GOOD
‘FOR ME’ PURCHASES
1414
We introduce another layer of INFLUENCE: THE ALGORITHM
FAMILY
FRIENDS
SOCIAL, PEERS
EXPERTS
TECHNOLOGY
1515
Where do people look for information aboutproducts and services?
49% Facebook
40% Instagram
xxx% Blog/Forum
35% Whatsapp groups
1616
73%
Look for other users
reviews on products or
services:
• Comparison sites
• Amazon reviews
1717
Google and infocommerce are leading the search phase
60% trust Google and Amazon hints whenthey’re looking for something thatdon’t known
1818
51% believe that Voice will simplifyproducts/servicesresearch
1919
52%
37%
35%
Convenience
Natural way to
interact
Feeling to speak to
a real person
Source: ComScore and Capgemini – “Conversational Commerce”
Why new voice devices are catching on ?
2020
When searching for information via voice
assistant, people behave as if they’re
talking to a human.
Most of us won’t use short, choppy
keywords. We’ll ask questions and use
long phrases.
2121
When people hear
a voice, they
automatically and
unconsciously
assign a personality
to it ...
2222
Here a case:
According to the product page, users can
get started by saying, “Alexa, introduce me
to Samuel L. Jackson.”
From there, they will select which version
they want to use. But they have the option
to change it later on by simply going to the
Settings menu and switching to their
preferred version.
Some brands replace normal assistant voice with actors voice to better engage users
2323
INTELLIGENCE TRUSTWORTHINESS LIKEABILITY
What should our voice assistant transmit?
2424
What happens with shopping via Alexa…
Alexa, mi servono le capsule di Caffè Dolce Gusto
Ok, su Amazon ho trovato «Note D'Espresso Extremo, Capsule per caffè, compatibilicon macchine Dolce Gusto, 7 g x 96.» Costano 20,99€. Vuoi aggiungerle al tuo carrello?
Si, Alexa aggiungile
Ok, ho aggiunto Note D'Espresso Extremo, Capsule per caffè, compatibili con macchine Dolce Gusto, 7 g x 96. Apri la tua app Amazon e conclude l’ordine
Why trust is important?
2525
Sources: Mediapost, Techcrunch, Voicebot, Brightlocal
What happens if people trust the choices of devices?
$40 billions
Voice-based shopping by
the end of 2022
26
Thank you!