Did you know that 388 cars were sold on Chinese social app WeChat in just three minutes? Experts say China is a whole 10 years ahead of the West when it comes to social commerce; the technology that powers it at this scale is unparalleled and there is a lot to learn from it. China is now the biggest smartphone (and probably e-commerce) market in the world and its users continue to rapidly adopt new behaviours. So rapidly in fact, that most national brands and research firms in China are hesitant about publishing consumer trend surveys, because by the time it comes out, it’s already out-dated!
Other parts of the world should be trying to study how technology is affecting Chinese consumer behaviour. Their mobile behaviours could help signal the type of apps and services for phones that Western marketers need to make available to keep consumers engaged.
GE is launching a weeklong content extravaganza called #DRONEWEEK by using live-streaming app Periscope to show its breadth of its scientific and industrial capabilities. They’re using these fun and relevant technologies in order to help tell its story and give people a drone’s eye view of some of its less accessible facilities. The dronecast will be on @GeneralElectric, with simultaneous interviews and commentary happening on @GEDronePilot to encourage real-time engagement from the audience. GE hopes to make this an annual event if they can scale it, as well as create some beautiful content for its future foundation.
In GE’s case, they’re giving the audience visibility of things they’re not normally able to see, but that has a big impact on their lives. For other brands, we can think about how to give consumers an inside-peek into what goes on inside the company and their manufacturing process by using relevant and engaging technology. We know that trust is critical in establishing long-lasting customer relationships, so experiments like this help to scale authentic communication.
The Mobile World Congress opened in Shanghai yesterday and one of the big themes is that mobile in Asia is driving innovation more than the West realises. Speakers pointed to the mobile-first tendency in Asian countries with both developed and emerging markets in the region skipping desktop connectivity in favour of mobile.
Among some of the highlights, Thinfilm revealed their ‘Smart Wine Bottle’ which features a printable electronic tab aimed to curb counterfeit wines. An interesting piece of technology for the alcohol industry, and also for BAT looking to fight the rise of counterfeit products sold, especially in markets where Plain Packaging is having a large impact on this issue.
Huawei ran a friendly mini-golf competition using clubs with a smart attachment that gives you the stats on your swing. We see how smart technologies are expanding to the clothes we wear, the equipment we use, all in line with the trend of consumers desire for ‘the optimised self’.
Whether you are new to Google Analytics or need to use it for a while, there one key parameter that you need to understand before you can fully unleash the power of Google Analytics for you ad campaign, and it’s called “Bounce Rate”. In simple terms, Bounce Rate is the number of times a visitor clicked on your link, came to the page, did nothing and exited. Everyone hates a high “Bounce Rate”, its almost like a person entered your house, moved his head to look around and left, without speaking to interacting with anything else. A high bounce rate, reflect poorly on content, UI, targeting and sometimes even the product or service offering. And that’s why, mastering bounce rate is essential for good SEO and SEM management. Let’s dig deeper:
“Let’s say you are running a zoo and you need to generate visibility for XYZ zoo among different regions and increase footfalls at your zoo. You start promoting the zoo by building a website, let’s call it XYZ.com and start and ad campaign using Google Adwords. In Adwords you need to pay for per hit on the website. So when someone hits the link it makes you pay and you are hoping some reward against such hit. But then you realize that your website is showing 90% bounce rate and you have spent thousands of Rupees for such a campaign, it means that almost 90% of the money didn’t do anything for you. People click and exited. Devil isn’t it? You may curse your content or the UI or targeting. But before you start looking to stock more animals in the zoo, let’s take a look at the other side.”
It is extremely possible that bounce rate information is misgiving. It is there for Bounce rate need to be managed to provide qualitative reporting. For example “XYZ resource page say ‘How to feed a Lion?’ The user visit your page stays in the page for nearly twenty minutes, makes a lot of note and exits the page. The user is student of high school and his teacher has given him the project report on Lion’s. So he gets the information what he needs and exits the page, but for Google Analytics such session was bounce rate and for you a bad information and certainly questions your content.”
There is no real direct way to capture such data but there is lot of way around to do such job. One way around is through element known as Event. The Event force the user to start interacting with you and create another session which is captured by Google Analytics. So you need to be imaginative and add certain events in the page or post that force or persuade to response the event. For Example “You can add Video of Lion chasing the Deer or some other video related to lion, you can add outbound link for the interesting information about the lion. Our student would certainly be tempted to play the video and click the outbound link. This would create another session and you will realize your content is not worthless as felt before using Event.”
There are lots of way around and above example was one of them. It could trouble anyone and for that we “Capsicum Tech” are there to help you and save from your troubles.
But if you want to do it yourself, stay tuned and in next part we will tell you how to implement this Event and how capture such details in Google Analytics.
We've always been greeted with "Oh nice name, but why Capsicum?" So here's the story:
When we started, we found most of the stuff on the internet like Onions. Visually unpleasant, bad copy, horribly executed and it made the users cry. That's where we come in. When you add Capsicum to the recipe, it neutralizes the impact of Sulfuric acid and won't make you cry.
Got it? We'll make sure neither your client nor you cry after working with us. :-)