In this digital marketing news roundup, we cover Google Research that shows 55% of consumers use videos to make purchase decisions, a study showing which types of digital ads annoy customers the most and Skype upping its game with some awesome new features.
“Mediocre marketers think in terms of campaigns. Great marketers think in terms of growth frameworks.” – Neil Patel
In this article, we’ll cover the most recent digital marketing news:
- Customers are using videos to make purchase decisions, according to Google
- A study reveals which types of ads annoy customers the most
- Skype messaging gets some much-needed upgrades
Let’s dig in.
Google Research Shows Consumers Use Videos For Purchase Decisions
Google research shows that 55% of consumers use online videos for shopping research. The company suggests that video marketing is a good way to reach consumers.
According to Google’s article, “for more and more shoppers, video is becoming indispensable when they’re ready to buy. In fact, more than 55% of shoppers globally say they use online video while actually shopping in-store.”
Here are the three ways online videos influences shoppers:
- Video as a Shopping List. people will refer to a video to be reminded of items they need to purchase, such as ingredients or tools they need to complete a project.
- Gives people confidence and feel informed. This is a reference to research on technical issues related to finances, lifestyle, etc. For example, learning about automobile repairs or how to approach a situation with more insight and knowledge.
- Video reviews influence purchase decisions. Video reviews are well-trusted product reviews.
How do videos influence purchase decisions? Certainly, videos influencing shopping decisions is something to think about. According to Google, “people reference video in-store when they need to make that final call on which brand or product best suits their needs. The quantitative research showed us that more than half of shoppers say online video has helped them decide which specific brand or product to buy…” To read the full Google article click here.
The Types Of Ads That Annoy Customers The Most
A survey of US digital ad buyers reveals the types of ads that are likely to be the most annoying for consumers.
Research firm eMarketer commissioned Bizrate Insights to survey its panel of US digital buyers about the types of ads they found useful or annoying. Perhaps, unsurprisingly, two-thirds of US digital buyers thought autoplay video ads with sound were annoying, making them the most annoying type of online advertising.
In second place are the video ads that play automatically without sound, followed by audio ads on music streaming services. The remainder of the list is made up of personalised ads in search results, social media and websites.
Here is the full list, along with the % of respondents who say the type of ad is annoying:
As you can see, a whole 10% of respondents said they don’t consider any digital ads annoying.
Based on this data, it’s quite easy to see that consumers prefer less intrusive types of advertising, as long as they are not closely tied to their browsing/shopping activity. Needless to say, that’s a pretty difficult balance to maintain for advertisers; considering ad support is necessary in order to keep content free.
eMarketer notes that over half of the respondents in the July 2019 survey say they use an ad blocker. It would be interesting to know if they’d be less likely to block ads if they become less ‘annoying’. You can find more details here.
Skype Is Getting Some Much-Needed Upgrades
Many popular messaging apps started out as rather basic offerings with video chat and other features added further down the road. Skype, on the other hand, came at it from the other direction, establishing itself as a tool for voice and video calls before blending in more and more messaging features.
This week Microsoft-owned Skype revealed it’s making a determined effort to catch up with the likes of WhatsApp and Facebook Messenger with the release of a raft of new features.
The new features will be available on both Skype’s desktop client and the mobile app. In addition to users saving messages as drafts, users will be able to bookmark messages by right-clicking or long-pressing the field. Sending multiple photos or videos should also be much easier thanks to the update. And, a pretty clever feature will be the split window option for the desktop version. It will allow users to view their contact and conversations in separate windows. For more details about the features click here.
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