The quest for greater performance has led digital advertising players to neglect their consumers. Rather than indulging in the fantasy of AI, brands, publishers and adtech now face a crucial and human challenge: users have woken up and lost trust in the model that’s been imposed on them.
The introduction of GDPR in 2018 was arguably the most significant event for the technology sector since the invention of the smartphone. However, in our recent survey of 287,000 global consumers’ attitudes towards data privacy and mobile marketing, we found that a mere 8% of them felt they had a better understanding of how companies use their data since GDPR came in. What’s more, 39% of European respondents said that they didn’t even know what GDPR was. So why isn’t the message getting through? Continue reading
The DMEXCO way of matchmaking
The statistics on use of mobile are regularly published, as is the astounding figure that
mobile users spend between 80 and 90% of their time on mobiles in Apps. The figure varies depending on whether it comes from the Comscore or Flurry reports and interestingly, does not vary much across geographical region. UK App usage may be 1-2% higher than in Germany but there isn’t any big variation across the world. App usage is also increasing by 6% per year according to the Flurry 2018 App usage report. Continue reading
Your smartphone usage reveals a great deal about you. According to a 2018 report, A Decade of Digital Dependency, Britons are now so addicted to their phones that they check them every 12 minutes. It also revealed that 40 percent of adults look at their phone within five minutes of waking up, increasing to 65 percent of people under the age of 35.
In the UK, 83% of that mobile time is spent in apps, and engagement is a daily habit — people launch at least nine apps daily and around 30 on a monthly basis. Continue reading
In today’s world, technology is constantly out running us. So, how do we catch-up?
Artificial Intelligence (AI)is one way to stay ahead of the competition. Brands are using AI to reach consumers wherever they are. Digital upgrades can make the biggest difference in increasing your consumer base. Consumers are looking for the easiest and fastest results. Our once manual society has quickly transformed into one of instant gratification. People are no longer waiting around for results, they have immediate answers right at their fingertips.The creation of mobile phones has given us the ability to search the web from anywhere. In doing so, it has given brands the ability to build deeper, longer lasting relationships with their customers. AI gives brands the ability to not only reach consumers, but to also appeal to their interests on a more personal level. Artificial intelligence is an excellent way for brands and companies to learn more about their customers by using the data they have acquired in an efficient and effective way. Times are changing, and as leading companies, we owe it to the consumer to keep up. Continue reading
There is a myriad of advertising partners available to buy media and help mobile advertisers to reach their target audiences, and advertisers need to follow clear criteria to find the right ones. In the world of data driven advertising, it is a common (and logical) practice to distribute advertising dollars based on the cost per conversioneach partner is delivering, and those delivering the best price, or in other words, the best ROI, will get the bigger budgets. Continue reading
Many advertisers are now looking to internalise their media buying processes, and numerous companies are being set up to offer advertisers a media buying service in the programmatic space. There are two possible routes here, as in any decision that involves using technology: buy or build your DSP. But firstly, let’s define what a DSP actually is. Continue reading
Remember the good old days? When you wanted to boost your organic traffic, so you embarked upon a UA campaign, knowing that you could rely on the organic multiplier to then increase your reach 1.5x or even 2x on a good day? Yeah, those golden days of bliss. Sadly, those days are gone.
Wait, what happened?
First off, organic app discovery is largely broken. The sheer amount of apps in the two major stores (over 2 million in both the App Store and Google Play) makes it nearly impossible for users to find your app in the hay stack, even if they happen to be looking for a similar one. With so many possibilities for every search term and keyword, the chances of a user landing on and installing your app are slim to none. Continue reading
Now that Smartphones are bedded into our culture, banking as we know it is on its way out
Banking as we know it, is on its way out. Traditional products, services and the branch are becoming redundant. It’s not time to call in the demolition teams yet, but there can be no denying that smartphones and their surrounding technology have completely changed the way younger people think about banking.
Mobile devices have changed us from a nation of owners to lifestyle livers.
A trend most evident in town high streets, where shops have closed down and turned into trendy restaurants and cafes because we no longer spend our time going from store-to-store with shopping bags. Instead, we sit on our sofas buying clothes and homeware on our smartphones.
Smartphones are saving us from the mundane tasks of life. Such as a weekend appointment to visit to your bank manager to open a new account, order a credit card or discuss a mortgage.
Mobile has disrupted the way we need to look at banking. No longer are users looking to create a relationship with a bank manager. Saturday appointments will be a thing of the past, when you can simply download an app and order a card to your door. An unpleasant process has been turned into a simple one.
Millennials are holding the Scythe
Banking and financial services are being driven forward the emergence of the Millennial generation, empowered by their devices. Millennials find no importance in building relationships with bank managers. They think of money, credit, pensions as utility services that they can carry around like their music. As house prices become less affordable and having a healthy pension to retire on is becoming less realistic, Millennials are saving to spend in the here-and-now, making life-long relationships with banks obsolete.
Smartphones and related technology are giving young people the technology they need to view financial products as utilities rather than relationships to be built. With the emphasis within the Financial sector and Fintech centred around making their products simpler, more accessible and user-centric, it’s easy to imagine the landscape of the physical bank being done away with very soon.
Challenger banks in the West such as Atom Bank and Monzo are already rethinking the relationships people have with their banks. Smartphones are at the centre of both of them. The implications of Fintech companies such as these go way beyond customer service and the physical context of a bank branch. Challenger banks are tapping into the lifestyles of their consumers and creating new services to improve and simplify their lives.
Exciting advances in Fintech are happening all over the world. Among a multitude of truly innovative companies, China’s WeChat allow users to split their bills with friends, Spixii, a UK company have created a Chatbot using powerful AI technology that will buy and manage all of your insurance policies through you, all through an app. Thirdly, StashInvest in the US allows customers to make and control investments from their smartphone app.
Similarly, to Challenger banks, all these services are turning a boring, complicated or tedious process into a simple utility task.
Technology is dictating
Mobile is not the only technology that has emerged and helped to change the face of banking. AR, artificial intelligence, voice UI, smart assistants have all changed our expectations of how we interact with faulting services. Technologies such as Chatbots, which are dramatically redefining the customer services industry and products such as the Amazon Echo illustrate where traditional banking models are failing.
They’re not evolving. They’re sticking to the same models and are not changing their approach with the changing values of their customers. If a bank sells you a credit card, it differentiates its product by offering you sub-products such as air miles, cash back and rewards. Whereas, modern technologies are becoming invisible and are only focussing on improving the lives of customers.
Customer centricity is key
Physical banks are a thing of the past. They’re a need from an age where we lacked technology to manage our money how we wish. Their death won’t be immediate, but as the values of the general population aligns to those common within millennials, they will disappear.
Why are Millennials so important in this? Often thought of as the neglected demographic, they focus more on utility and experience than ownership. Whereas they don’t own as larger proportion of the world’s wealth – as older generations die and incumbents are born with the same expectations of Millennials, they will have a stronger and more shaping influence on the world of finance.
There has never been a better time for big banks and financial players to think about customer experience and value innovation.