Hitting $5 billion in transactions in less than 15 minutes on Singles Day, made this the biggest day in online sales this year. This trend is slowly becoming prominent in Asia and the reasons behind this consumer behaviour of buying products in bulk during special occasions is clear.
“It’s not that we need Singles Day,” Alibaba Group President Michael Evans said in an interview with CNBC. “It’s the opportunity for merchants and consumers to have fun and engage in something that’s really exciting. It’s the opportunity for consumers to explore and find new brands and new products.”
Consumers are set to be more diligent and prepared in stockpiling during these flash sales. They will rely on digital platforms to get the latest information on trends, product and brand reviews, exchange experiences or compare prices. At an integrated level, interactive video and social channels will be essential for brands to provide content and opportunities for valuable engagement.
In this age of ‘New Retail’ where online-offline integration is ever-changing and retail innovation is dynamic, shoppers are more savvy and e-commerce promotions will need to be swift, transparent and easy to execute to meet the increased demand during flash sales.
Here are some of the ways in which retailers could polish their pages, expand their digital offerings to attract consumers with a tendency to “stockpile” during flash sales.
- Retail pages should look at creating more interactive content be it shoppable videos, tutorial videos or educational videos. Whether it’s to engage with elements directly, unlock access to further information, and disclose their opinion on topics, shoppers will find themselves drawn to a page with interactivity and staying on the webpage for a longer time.
- Fashion and beauty websites will also need to blend online and offline user experience into a cohesive, friendly one. Through the support of platforms such as Wootag, consumers can use the store locator to direct them to nearby purchase points or for them to host practical guidance in the form of tailor-made video portals, podcasts, and slideshows.
- Featuring localised content for a flash sale for public holidays or special occasions. To attract consumers to browse more, create customised product packs and knowledge of the festivals such as Lunar New Year, Hari Raya or Thanksgiving.
- Consumer brands should also work on developing buyer persona driven content: These should suit the personas of the Convenient Shopper who buys things at times that suit them, Emotional Shopper who goes online when they are bored or the Seasonal Shopper that buys things at specific times of the year. All three buyer personas are in the practice of stockpiling and there needs to be call to actions developed to suit the personas’ respective needs. These could include interactive videos that showcase the needs of the shopper profiles.
- Tease FOMO (Fear of Missing Out) content: You will want your consumer to aspire to a greater quality and have an emotion of ‘missing out’. To capture the consumer’s attention, introduce an exclusive, niche product with a limited release not only in quantity but for a limited time.
- Engage with customers (Customer-service content): Flash sales have the added bonus of increasing traffic as well as engagement, so it’s important that you or your team are available to answer questions, thank purchasers, and keep the momentum going.
- Data-driven pages for contented consumers is the way forward. Identify using geolocation tools a data-driven and location-based audience that show the most interest in your products. By presenting customised ads to the identified group at the optimal time, it’s a wise opportunity for effective conversion.
From Amazon, GroupOn, Alibaba and others, flash sales are taking the globe by storm. Consumers will no longer be looking at discounts but product quality and range. Mobile and tablets, apparel, footwear and electronic categories will be the most popular products with home furniture and luxury items also on the increase.
By providing consumers with the right mix of interactive and engagement tools, flash sales can be a viable opportunity. With accurate expertise and content that proves valuable, it is the perfect pitch to convert consumers into loyal and repeat ones and who will recommend the site both mobile and on socially.
Wootag is delighted to chat with Channel NewsAsia’s First Look Asia for our perspective on how today’s user experience will be driven by curiosity as well as a desire for relevant content.
In a mobile-hyperactive world, shoppers are looking for increased convenience, reducing time and money, and lightening their burdens. Raj Sunder, CEO and founder of Wootag, shared with CNA alongside a panel comprising EY and Adatos AI, about the way in which technology is redefining the way people shop and the new frontiers of merging both online and offline shopping.
In today’s surplus of online travel content, consumers are savvy in making choices and discretionary when it comes to absorbing information. The responsibility of travel brands now lies in their flexibility, connecting with consumers wherever they are on-the-go. Getting that digestible, exclusive and mobile-friendly content into their hands will remain a goal for travel brands, one that they must evolve to keep up to terms with.
Be it airlines, hotels, destinations, tourism bodies, traveller comparison websites or Airbnb properties, they are all aware of the consumer’s purchasing cycle prone to change. This change is as much as their social media habits and content preferences.
In view of this constant fluctuation, travel brands need to reconsider their marketing strategy and pump resources into interactive channels. Today, social channels are the default space where people ask for recommendations, chat with live chatbots, look at social posts of a place and watch dynamic videos.
Instead of polished Photoshopped destination videos, consumers trust bloggers’ instincts, word-of-mouth from Instagram influencers and what is most frequently shared as what they trust and rate worthy.
Here are some of the features that consumers look out for in a video that helps to influence their decision and give the right prompts and action.
Flipping the turntables, we approach travel videos through the lens of the consumer and ask what content gets them inspired and forward-looking for their next adventure?
Google has drilled down the user journey to four differentiated components that capture the experiential edge of travel using moving stories. They are
- I-want-to-get-away moments (Awareness-raising)
- Time-to-make-a-plan moments (Offer information)
- Let’s-book-it moments (Building trust, comparisons)
- Can’t-wait-to-explore moments (Focus on experience)
Be it engaging with your viewer or raising awareness to building loyalty, video captivates audiences on all of these moments: “I want to get away”, “time to make a plan”, “let’s book it” and “can’t wait to explore”. It offers a collaboration and interactivity that will induce interest in your audience. With a crystal-clear storytelling format and personalised message, video is the platform-of-choice to differentiate your brand and sets you up for a rewarding and purposeful consumer journey.
Here are some of the qualities that videos should have such that consumers are enticed to begin their journey.
Travel brands are non-conformists and juggernauts in reinventing themselves to attract new eyeballs. The importance for them to adapt lies in destinations not being as new or exotic as before. The lack of novelty goes in line with the industry’s increased online resources and more competitive prices.
Be it airlines, destination campaigns, comparison websites or travel apps, travel brands are constantly evolving with their audiences having to keep up with ever-changing consumer expectations of what a place has to offer.
According to Think with Google, some 67% of views of travel videos fall under professionally released or brand-related videos. A report from Skift points out destinations have the keenest interest to put in place a video content strategy as over 70% of YouTube searches are for destination names.
Interactive videos, in particular, are a surefire way of unfolding a constructive conversation. This two-way dialogue allows the user to respond to the video through feedback or participation and learn more about the product objectively. For the travel industry, Instagram feeds and Facebook live are defining travellers’ experiences through unique and shareable social content.
With the younger millennials, travel brands will need to drive content that has an emotional connection, aspirational theme and that is intellectually nourishing. This includes finding insightful ways to tell stories with a local perspective.
Video is the perfect platform for stories that feature a greater sense of adventure and authenticity, build the curiosity of understanding the world and a desire for immersing in local culture. Jason Dorsey, a marketing author and speaker says, “Today’s traveller is technologically dependent and that dependence is merely a conduit through which to dream, research, share and experience travel.”
We look at some travel brands that are creating a meaningful user experience and engaging them through authentic and unusual storytelling.
Movie marketing is no longer confined to trailers and static videos as audiences have become more accustomed to something with a twist and in different formats.
The latest fast food war between Burger King and McDonald’s sees Burger King trolling McDonald’s with the motto “Never trust a clown” in the screening of horror flick ‘It’.
The film involves a creepy clown as the arch villain in the movie and by making reference to it, it displays Burger King’s brilliance in combining satire, guerilla marketing and product placement then woven into a major blockbuster. What a whopper Burger King!
For more information on how videos can empower your brand and maximise your reach, please visit www.wootag.com. To view more winning content ideas on video, please have a look at us on LinkedIn.
Be it from the sensational to the moving to the uplifting, we are always on the look out for videos that capture us and speak to us. In any vehicle, it is the human that is in the driver’s seat and that is what Volvo does skilfully pointing us to reflect on our identities, our behaviour and our expectations. It’s ads like these that make us think “they get me”, urge us to look forward to what’s to come and appreciate the environment around us. Celebrating human achievement with innovative branded content is a smart move says Andy Lockley from Grey Group, “These remarkable stories depict people who are doing amazing things in the space of human-centric innovation. In turn they share the same values of the Volvo brand, and the way in which they design their cars.” For more information on how videos can empower your brand and maximise your reach, please visit www.wootag.com. To view more winning content ideas on video, please have a look at us on LinkedIn.
The video sector is tipping its scales and seeing unyielding promise in Southeast Asia, home to the fastest growing emerging economies Vietnam and Indonesia as well as prolific creators of homegrown content Malaysia and the Philippines.
According to a report from Media Partners Asia, there is a forecast for revenue from the video streaming-on-demand market to exceed US$200 million by 2021. The over-the-top (OTT) video sector will also see extensive revamp with the expansion in Netflix in the region posing a serious challenge to homegrown players such as SingTel’s HOOQ and Malaysian-based iFlix.
Research firm Ipsos revealed that some 62% of consumers in the top-income bracket watched online marketing videos on YouTube or via social media networks. Nielsen Company also conducted studies revealing some 75% of young adults in Thailand, Malaysia, Indonesia, Vietnam, India, and the Philippines watching digital videos on a weekly basis; and video sharing being the region’s most consistent social networking activities.
Research in 2016 by Google and Temasek Holdings, also indicate the expansive rise of e-commerce in Southeast Asia, with a spike from US$5.5 billion in 2015 to US$88 billion in 2025. These figures will account for a total of 6% of all retail sales in the region. With this volume of growth anticipated, what can content creators do to rein in those hotly contested eyeballs, succeed at driving brand awareness and deliver a stream of steady on-point videos?
Content creators will have to have their videos compressed and compliant with the requirements of other platforms apart from YouTube including Facebook Live, Instagram and Line.
According to TechCrunch, Facebook Live has over 3 billion views per day. Video is also rapidly crossing over to Instagram and Line. Instagram Stories is the default way of sharing a up-to-the-minute status update these days with influencers and brands sharing concise, catchy videos of up to a minute. Line, renowned for its childlike moveable stickers and flashy emoticons is also becoming the app with top market share in Japan, Thailand and Taiwan, according to the Financial Times.
Mobile is eclipsing TV as the go-to channel for video
According to Think with Google, the stakes for mobile to engage audience growth are high. Close to 90% of the population in Singapore own smartphones and television. In Asia, the gap between smartphone and TV ownership is much closer than in Europe and North America.
In Malaysia, the gap between users of smartphones and televisions is 11% and in Thailand, 13% as compared to figures of 33% in the US and 23% in the UK. Household brands such as Sunsilk Philippines created three customised pieces of promotional content to be aired during the morning, afternoon and evening slots. In each slot, content was tailored to give a relevant context and by using a time targeted strategy, they were able to articulate the frustrations and identify aspirations of their customer base. The content was also designed to be insightful, actionable and disruptive.
Southeast Asia’s ravenous appetite for branded content
Media agency Havas conducted a study calling on higher brand engagement among Asian consumers. The poll reported some 53 per cent of respondents saying brands improve quality of life, as compared to 29 per cent in the US and 28 per cent in Europe. With a loyalty engagement rate that is six times higher in Asia as compared to Western counterparts, brands will need to craft content that weaves in data and insight that is of value for their audience. Being nimble enough to stay relevant in their storytelling and drive meaningful, responsive conversations with their customer will be critical to their ability to thrive in the social space.
In Southeast Asia, tailoring to fit the buyer’s journey is essential
Shopping is huge in Asia, and it happens everywhere — on your mobile, to interactive screens, to personalised videos. Shoppable videos will allow consumers to take charge of their own online preferences and make purchasing decisions within the actual video. Merchants, e-commerce sites and retail vendors should start looking at placing video-based ads on customer preferred platforms. Very soon, a brand video is likely to be in itself a walking catalogue and product demo of its best buys!
Utilising video to redefine and expand a platform
Many fast-moving consumer brands are understanding how video lends a sense of immediacy and power to their brand proposition. Adidas Indonesia partnered with Periscope in their search for Indonesia’s most talented footballer. They used live streaming as a way of giving viewers a feel of VIP exclusivity and deepen their emotional connection. Maximising the potential of video on a news platform such as Adnut’s tie in with Yahoo Hong Kong is also another way of getting more views and shares. By developing bite-sized nuggets of news events that were easy to absorb, it promoted Yahoo Hong Kong as a suitable platform for sharing a condensed view of such stories. A mobile campaign was also created to rake in more mobile users via a rewards system.
There we go, some of the pertinent and promising trends in the Southeast Asia landscape that show video taking by storm. Next week, we’ll have a look at how video can enhance your overall brand effectiveness and how it can drive a focused and productive consumer journey.