NEWS & VIEWS

Mobile and e-comm and puppies…oh my!

by Brightworks Marketing Team - March 28, 2019

Last week our team attended the 2019 Facebook Summit at the Metro Toronto Convention Centre.  Jam-packed with sessions focused on e-commerce, influencers and data automation (and puppy yoga!!), this year’s summit left us feeling inspired and excited for all the work to come this year.

While we didn’t take part in puppy yoga, we did walk away with some valuable insights.  Here are our top three takeaways:

1 – When making a purchase, people want speed, choice and convenience above anything else. They want to find what they’re looking for quickly and easily, and to get it in their hands immediately. Any additional effort, step or inconvenience during the purchase journey is considered friction. Friction can occur at 3 phases of the customer journey:

• Discovery: Friction happens when customers can’t access the information they need about your product/service; they should be able to quickly and easily understand what it is, how it’s useful for them, and how they can get it.
• Purchase: Unclear delivery options, hidden charges and difficulty finding discount codes/vouchers are all friction pain points during the purchase phase.
• Post-purchase: Once they’ve clicked the button to purchase, customers expect to be fulfilled as quickly as possible. Poor order delivery tracking, slow delivery and receiving the incorrect item all add to friction after purchase.

2 – Content needs to be created to suit the different ways that people consume their newsfeed. Create content for immediate (on the go), interactive (leaning in) or immersive (leaning back) consumption. Campaigns that appeal to different user behaviours make for a better user experience and lead to better campaign performance.

3 – When it comes to choosing an influencer for your brand, it’s not about the number of followers they have, but the relationship they have with their followers. The community that you are inserting your brand into should be meaningful and earn people’s attention, not just grab it.

We’ll be sure to apply these learnings to our strategic approach for the various brands we support within the pharma, healthcare, beauty and financial industries.