Lancôme boosts mobile speed, sales with Google's progressive web app

Dive Brief:

• Lancôme’s mobile site experienced a significant boost in traffic and conversions following the October 2016 launch of its progressive web app (PWA), according to a case study showcased on Google's developers blog. Traffic rose by over 50% and conversions by 17%. Page load times dropped by 84%, and the redesigned interface simplified mobile purchasing.
• The beauty giant began using push notifications to reengage consumers, which has driven an 8% rise in conversion rates on recovered carts. As of last week, more than 18,000 people had signed up for the alerts.
• PWA is a fast, app-like platform that works across all devices without needing to download an app, according to Business Insider. Lancôme said its new technology gave users a better mobile experience, which led to a 15% drop in bounce rate.

Dive Insight:

The main driver of Lancôme’s move was data that showed mobile traffic eclipsing that of desktop for the first time in 2016, yet the number of purchases made on smartphones didn’t quite match that surge. While 38% of shopping carts led to orders on desktop, that number was just 15% for mobile, the case study said. This disparity told the company that its customers browsed products just fine on a smartphone, but faced obstacles when they tried to make a purchase.

A natural inclination would be to then develop an app specifically to streamline mobile purchasing and solve this problem. But in Lancôme’s case, ditching the app was a smart move. Because apps require users to download and keep the app on their phone for regular use, it didn’t make sense for a beauty product company whose customers likely won’t visit every day or week.

Lancôme eliminated that barrier of entry and opted for a PWA, a sort of silver bullet solution that uses a single version of a site that works like an app seamlessly across all devices but without the hassle of needing to download via an app store. In the same vein as accelerated mobile pages (AMP), a PWA lets digital marketers rethink the way they can deliver their site in a mobile-first world. Though the adoption of PWA is still in its infancy, companies like Lyft, The Washington Post and several travel sites have already launched beta sites.

In this effort, Lancôme is taking advantage of reengagement technology like opt-in push notifications to promote discounts and product releases and encourage customers to return to the site. Early results suggest the strategy is working. More than 18,000 customers get alerts, which have driven an 8% rise in mobile conversion rates on previously abandoned carts, a higher rate than for the desktop site, the case study said.

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“Don’t watch the clock, Do What it does. Keep Going!”

Warby Parker develops eye tests via mobile app

Dive Brief:

• Warby Parker has developed a new Prescription Check app that allows consumers to self-administer an eye test through their smartphone and computer. The results can then be reviewed remotely by an eye doctor who can provide a prescription, the company announced in a video on its web site.
• The retailer currently is testing the app in four states — California, Florida, New York and Virginia — where at this stage it is available only to existing Warby Parker customers between the ages of 18 and 40, according to TechCrunch. For now, those users are only able to confirm that a previous subscription is still correct. The app is not yet able to issue new prescriptions.
• To administer the tests, a user stands back several feet from their computer screen and uses their smartphone camera dialed into the app to help them measure the correct distance from the screen. Then, the user follows instructions from the app to take the 20-minute test.

Dive Insight:

Warby Parker is emphasizing upfront that its Prescription Check app is not meant to replace or stand in for customers' regular eye doctor check-ups. That's an important admission for the retailer to make. While sales of prescription eye glasses are its core business, optometry and ophthalmology aren't — not yet anyway.

The idea with this app is to make the process involved in buying a new pair of glasses online more efficient. It's a process traditionally fraught with friction, as customers may shop styles they are interested in, but then have to consult with their own eye doctor offline to actually get the prescription for Warby Parker to use to make the glasses.

The retailer does have several dozen physical retail stores where customers can go in and have their prescriptions checked, and it's rapidly expanding its brick-and-mortar presence, but its existing stores can serve only a very small portion of the addressable market for a retailer primarily focused on online sales. For now, most of its customers likely still attend brick-and-mortar stores with an in-house optometrist to get their eyes checked there, and then return to Warby Parker to buy glasses. But that leaves a lot of room for the customer to buy glasses elsewhere.

Warby Parker's new feature, to some extent, is an attempt to streamline its own purchasing process for its customers, but it is also trying to keep them from ending up in another venue where they might end up by glasses. If the retailer releases this app on a wider basis and allows customer to start using it to obtain new or updated prescriptions, the retailer could be on to a new source of growth.

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“Collect Moments, Not Things!”

Report: Snapchat offers discounts on ad placements

Dive Brief:

• Snapchat, the camera and messaging application with about 166 million users worldwide, is offering discounts, bonuses and credits as incentives to ad buyers, according to a report in Digiday that cites unnamed sources.
• The offers include a 10% bonus media coupon and discounts on Snapchat’s self-serve platform, according to media buyers who requested anonymity. The deals are being offered through the middle of next month as parent company Snap Inc. starts to wrap up its second quarter. 
• The promotions are intended to get more advertisers on the platform so that the company can show investors that sales are growing, Brian Cristiano, chief executive at Bold Worldwide, told Digiday.

Dive Insight:

Snapchat's parent company Snap Inc. is making the transition from Silicon Valley unicorn to a public company with investors who keep score by the stock price. Shareholders can be forgiving of monetary losses if they see a longer-term future in audience growth and loyalty that will appeal to advertisers down the road. Snapchat has attracted some big brands like Wal-Mart and Pepsi for one-off campaigns as they look to target millennials, but the platform's niche positioning — and sluggish user growth — could hurt efforts to try to build ongoing programs with advertisers. 

For its Q1 earning report, the company disappointed Wall Street on almost every metric, with much of its Q1 loss attributable to compensation expenses after its $24 billion initial public offering, the biggest tech IPO since Alibaba's in 2014. Shares plummeted more than 20% after its first-quarter report.

While offering advertisers discounts reeks of desperation to fill unsold inventory, the stock hasn’t moved on those reports. Tech stocks are still hot this year, and Snap can continue to ride the wave of enthusiasm of its March 2017 IPO. But ultimately, the company needs to grow sales and its audience base to avoid Twitter’s fate of seeking a deep-pocketed buyer. After all, Facebook was said to have offered $3 billion for Snapchat four years ago, per The Wall Street Journal.

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“But take the Step!”

VUI: How to design for an invisible interface

To those in the know, VUI is pronounced “vooey,” and it stands for voice user interface. It even has its own bad joke. Because voice control lacks a screen, there’s nothing to touch or look at. It’s an interface without a “face.”

If you think it’s a gimmick, however, think again. The promise of VUI is huge. If we create intelligent auditory interfaces that understand speech and context, we’ll be able to deliver what people ask for, hands-free, and with almost no effort.

Of course, we aren’t there yet, but we also aren’t as far away as you might think. Wolfram, Siri, Watson, Alexa and Google Assistant all have VUIs that are starting to make conversational computing possible. But much like people, they are not the same, and we should know the differences between them if we want to understand the best practices for them as a whole.

For a quick breakdown, Siri and Wolfram are step-siblings with a shared lineage. Both are glorified search bars that serve users by supplying answers to queries. Siri can take on extra tasks by accessing other apps and software development kits (SDKs), but everything else becomes a web search.

Next, we have the conversationalists — Alexa and Google Home — both of which power numerous devices and applications. These two can, to a limited degree, talk to you and provide functionality. They both adeptly handle search, play audio and answer questions in a conversational way. That said, there are several differences between them. Alexa currently has an SDK and is open to third-party developers, while Google plans to do the same soon. Google Home can use its understanding of data to be personalized and predictive. Alexa is not as user-centric and doesn't rely on that type of personalization.

Moving forward, we should expect VUIs to become both more conversational and widespread. This brings up the inevitable question: How can brands get into the act? How do we make experiences that are useful and wanted, rather than annoying?

Here we have an emerging set of guidelines requiring that any assistant be conversational, natural, simple and habitual.

Conversational

Human beings do not usually dictate, they converse. As a result, brands should work toward making the tone of their interactions informal and conversational while not straying too far from the personality of the assistant itself. The more you make users deviate from their normal conversational patterns, the more clunky the interaction will be.

In addition, you have to remember the limits of conversational interaction. “Seven, plus or minus two” is how renowned psychologist George Miller put it in his classic research paper. We only have a limited number of things we can keep in mind, so individual answers to queries or interactions shouldn't be too long.

Natural

Most VUIs require some unnatural communication, like a wake word, so that they know they’re being spoken to. However, you should make sure that your application allows users to make requests that are as natural as possible. You shouldn't only account for the most common way people ask for something, but also as many variations and word combinations as you can find. If you ask an app to show you a recipe for chicken à la king, it should show you one. But if you say, “Tell me how to make chicken à la king,” or “Find me Chef John’s chicken à la king,” both of those should work too.

Simple

We all take a mental leap when we talk to a computer, undergoing a training phase in which we learn how to use an app. That’s why great voice apps always start out simple, doing one thing well. Then, with every iteration or upgrade, you can add a new function. It’s a "crawl walk run" mentality. And remember: Even as an app grows increasingly complex, information hierarchies should remain shallow, as users can easily get lost.

Habitual

Because your app is "invisible," it can easily be forgotten. Instead, make it something people want to use every day. The list skill on Alexa works well because it is something you might constantly use.

Creating an interface without a face may seem a complex undertaking, but with good experience design and a willingness to take baby steps, we’ll be well on our way to reaching the full potential of VUI. We'll one day be able to give orders, receive information and get things done effortlessly. For now, let’s work together and work smart, one app at a time.

#MobileMarketing #Application

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“Destroy What Destroys You!”

We are Hiring !

GOOD NEWS! WE ARE HIRING!
-Attractive Salary and Allowances.
-High Commission Payouts
-Trips and Transport Allowances provided
-Flexible Working hours
-Work from 10am to 6pm and avoid the hussle and bussel on the road.

We are seeking highly motivated and responsible individuals who believe they can make a DIFFERENCE.

WHO ARE WE?

EZYFX BERHAD is a foreign exchange brokerage established in Malaysia to help investors Learn to Earn the legal and right way of investing. We also provide education, guidance, fund management and trading platform for investors to trade stocks, commodities, futures, debentures, currencies and other options.

Furthermore we help enhance the lifestyle of investors in Malaysia and all over the world by connecting them through the worlds most trusted platform. We also educate investors the difference between legitimate investment and ponzy investments.

The openings available in our company are as follow:-

1. Secretary

- Assist Directors and Managers
- Attend phone calls
- Compose official letters
- Manage meeting schedules
- Manage business related documents and files
- Manage office cleanliness
- Manage monthly rental and utility bills
- Manage staff attendance
Diploma in Secretarial or higher

2. Super Admin/ Personal Administrator

- Assist and facilitate marketing agents
- Compile prospects, clients and agent’s feedbacks
- Prepare latest marketing materials
- Update latest product and new product promotions to agents
- Propose or customize the best product and marketing strategy for agents
Diploma/Degree in management or experienced

3. Compliance & Accounts

- Manage staffs pay cheque
- Manage special assignments related to business licensing and authorities
 - Prepare all company, partner and client related agreements
- Prepare legal letters, documents or proposals
- Liaise with appointed lawyers on legalising documents
- In-charge of company’s control documents and licenses
Diploma in Business Accounting/ Law

4. Manager – Sales & Marketing

- Oversee the overall marketing for the company
- Lead the in-house marketing officers (MO) appointed by MM
a) Set monthly goal/KPI for the team
b) Prepare necessary material and guide lines to facilitate the marketing team
c) Assist MOs to close sales
d) Weekly team meeting

- Lead the marketing team
a) Set monthly goal/KPI for the team
b) Produce leads
c) Prepare scripts for cold call and follow ups
d) Keep the team up to date with latest information and updates
e) Weekly team meeting

- Propose and conduct special events to establish company’s branding
- Explore the best strategy for online marketing to establish company’s branding
- Assist in opening franchise outlet for local and international market
Diploma/Degree in Marketing/ Management/ Mass-comm

5. Tele-Marketing
- Make cold calls with the prospect lead given by the company
- To ensure signing up prospects with the best package
- To compile more leads from the initial leads given
- To handle queries; general, new investor sign-ups and deposits/withdrawal
- To facilitate/ update investor with latest information/ technology and help investor to upgrade their packages
- Introduce training classes as per scheduled Diploma in Marketing/ Management/ Mass-comm

6. Online marketing jobs also available

For those who are interested to know more and attend an interview.

Kindly send your resume and photo to ezyfxla@gmail.com or call Dr Hari 012 299 0776.
37A Jalan Raya Barat
41000 Pelabohan Klang, Selangor, Malaysia

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“Life Goes On…!”

Facebook admits to overbilling on video carousel ads

Dive Brief:

• Facebook is refunding some advertisers after finding a digital defect that wrongly counted user clicks on video carousel ads as clicks on links to advertiser websites, the social network said in a blog post. Carousel ads allow marketers to place images, videos and text within one ad space, which users can swipe to view. The glitch only occurred when people viewed Facebook with a mobile browser like Safari or Chrome, not in the mobile app or desktop version.
• The company's announcement marks the first time it acknowledged it wrongly billed advertisers for misattributing clicks, according to The Wall Street Journal. The social network has disclosed on five separate occasions since September that it misstated the metrics advertisers and publishers use to measure viewership or response.
• Unilever, the Dutch-British packaged goods company, is receiving a full — albeit small — refund because of the error, WSJ said. Facebook said the technical glitch affected about 0.04% of all impressions delivered by the social network during the period it reviewed. 

Dive Insight:

Facebook’s admission that its metric errors had affected billing again raises questions about the reliability of its systems as the social network scales up to nearly 2 billion users and $27.6 billion in annual revenue. The company has partnered with dozens of third-party metrics firms to provide greater transparency to marketers after a series of metrics flubs last year, including an 80% overstatement on key measures of video ad viewership on its pages.

While Facebook’s metrics tools are becoming more advanced, marketers should consider other services like Google Analytics to get some insight into the effectiveness of a Facebook ad campaign, according to a blog post by Hootsuite’s AdEspresso. The Facebook Ads manager tracks ad conversions differently than Google Analytics, but understanding how these different systems operate can give better insight on how to fine-tune social media ad campaigns.

Facebook is also taking steps to make its ad-tracking data more useful to marketers. The social network added a tool last week to help marketers learn more about how ad campaigns generate sales leads in offline settings like a store, phone call or in-person meeting. The new tool is a big improvement to Facebook's Lead Ads, which basically acted as an auto-fill service that gathered key contact information about sales prospects. An offline conversion tracker can help marketers optimize ad campaigns and experiment with design changes and call-to-action messages to see what drives the best results.

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“Enjoy life today, yesterday is gone & tomorrow may never come!”

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“Your Life is your Story. Write Well. Edit Often!”

Ink Cards pencils in Pinterest for Mother's Day app install campaign

Pinterest is a relative newcomer to app install ads — they’ve been available on the platform to all marketers since late March — but strong early results like an average cost-per-install rate that is 23% lower than the overall rate convinced greeting card app Ink Cards to invest a portion of its Mother’s Day budget in giving the format a try.

While about 80% of Pinterest's 175 million users come from mobile, it is often pigeonholed as a platform for women and the do-it-yourself crowd. Social ad agency Bamboo has been running tests of app install ad campaigns on the platform for the past several months, and the performance to date has convinced the company that there is an opportunity here for marketers who jump in early to target a wide range of consumers and drive results.

“We’ve had success with every vertical we’ve tested so far,” Danny Sauter, co-founder of Bamboo, wrote in an email to Marketing Dive. “Some of our campaigns are seeing greater than 40% male audience share of spend, and we’ve already seen success with e-commerce, productivity, and fitness apps.”

A unique opportunity

Some of the verticals and audiences that have performed well on Pinterest include productivity, lifestyle, e-commerce, fitness and fintech.

One reason Pinterest app install ads could be worth a try is that marketers can currently use a more direct sales pitch than is allowed on some other social media platforms.  

“There are opportunities right now that might not exist in a few months,” Sauter noted. “For example, there’s no ‘20% text rule,’ the dreaded rule from Facebook that says your image must contain less than 20% text. This means you can be more aggressive with in-image headlines, text overlays, and instructional copy.” 

Despite Bamboo’s insistence that Pinterest’s audience is broader than some might expect, the stats suggest that it still skews heavily toward women, who account for 81% of users, although the audience is evolving, with men accounting for 40% of new signups. 

The insights suggest Mother’s Day falls right in the platform’s audience sweet spot, giving Ink Cards, which lets users create a customized gift card and have it printed and mailed, a good reason to test the tactic.

“Much of [Ink Cards’] business is seasonal, and Mother’s Day is top of mind right now,” Sauter said. “We’re serving App Install ads around Mother’s day specific search keywords right now. The match is clear — someone who is searching for Mother’s Day gift ideas might be interested in an app that makes it easy to send beautiful, customized greeting cards.”

Lower costs

With Bamboo’s clients seeing 23% lower cost-per-install rates on Pinterest, on average, compared to their overall paid CPI and 13% lower cost-per-acquisition rates as well as greater scale than on Twitter, it's not surprising that the agency reports some are extending their Pinterest app install ad tests and allocating up to 30% of their overall mobile advertising budget to the tactic.

Even with the strong results, marketers may encounter some challenges. For example, with ads still relatively new on Pinterest, marketers may need to work extra hard to make it clear to users what the content they are clicking on is.

To address this issue, Bamboo tested including app icons in the ads and the results with positive results.

“We found that including app icons — either your app icon itself, or the Google Play/Apple iTunes logos — on images actually improve performance by up to 30%,” Sauter said. “This was due to a greater click-to-install conversion rate, since people had a better idea that they were actually clicking on an app install ad."

“Since ads are still so new, priming our audience on what they are actually clicking on, and what to expect after they click, is proving to be really important,” he added.

Giving it a try

Another challenge is finding the right balance of cost versus volume. Bamboo recommends that for Pinterest app install campaigns, marketers shoot for a 0.3% clickthrough rate or above — and not the typical threshold of 1% brands use on Facebook. 

The agency also compared Pinterest’s two types of placements — search alone and search plus home feed — and found that campaigns running exclusively on search perform better in early testing, with per-cost rates lower for installs, acquisitions and clicks for search alone.

With driving new app installs both crucial and challenging in a saturated market, the arrival of Pinterest's app campaigns gives marketers a new audience to approach. 

“We’d urge marketers to try and find a way to make room in their budget for a Pinterest test,” Sauter counseled. “Devote a slice of your existing mobile advertising budget to it, and see if it can beat your current baselines — cost per install, cost per purchases, and so forth. From there, let the performance dictate how much share of budget it should occupy.”

#MobileMarketing #Application

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“knowledge will give you power, but good character give you respect!”

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“A goal without A plan is just a wish!”

Amazon's Echo Show allows Alexa to answer queries with visuals

Dive Brief:

• Amazon has unveiled its latest Echo device, the Echo Show, which lives up to its name by supporting video capabilities on a 7-inch touchscreen that takes up more than half of the roughly square-shaped device, according to the company's website.
• The Echo Show will be released on June 28 for $229.99, but was available for pre-order starting on Tuesday. The device has similar capabilities to other Echo devices, and can respond to voice-activated queries to the Alexa virtual assistant.
• The device also displays video or images related to Alexa queries made by users, and has a front-facing camera that allows it to be used for video calling. In addition, it can connect to other smart cameras and smart home products around a household.

Dive Insight:

The device has been long rumored to be in development, and leaked images of it were published just a few days ago.

The Echo Show, Amazon's first Echo device to offer a visual component, suggests it has the potential to enhance the shopping process, either by helping users shop remotely via video, or shop different components of video and still images, or both, and much more. But, for now, Amazon isn't saying much about that, instead focusing on the ability to use Alexa to initiate video calls, and the addition of a video aspect to supplement information queries and applications that already are common to other Echo devices.

The unveiling of the Echo Show comes less than a month after the launch of the Echo Look, another Echo device with a front-facing camera that aims to serve as a sort of personal stylist for consumers. The narrow, oval-shaped device can take full-body photos and videos, and logs them in a "Lookbook." It also offers a "Style Check" feature  that allows users to choose two photos of outfits to compare. Alexa then delivers a judgment based on automated assessment of factors such as fit, color, styling, seasons and current trends.

Amazon is setting a rapid pace with its various Echo launches at a time when the voice-activated assistant market poised to boom. About 35.6 million Americans will use a voice-activated assistant device at least once a month this year, according to a new forecast from eMarketer. If that forecast proves correct, that will represent a 128.9% jump in voice engagement with virtual assistants over last year. 

Amazon’s Echo speaker will attract 70.6% of users, according to eMarketer, while Google Home will garner just 23.8% and smaller players, such as Lenovo, LG, Harmon Kardon and Mattel will make up the rest of the market. As other players enter the market, such as Microsoft with the launch of its Cortana-powered "Invoke" this week, there are a few corners of the market yet to be won over. Amazon, however, may try to hold on to its dominance in the space by finding the right Echo form factor for each and every consumer.

#MobileMarketing #Application

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“Start Each Day With Grateful Heart!”

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“we are all little broken . & its okay!”

Ink Cards pencils in Pinterest for Mother's Day app install campaign

Pinterest is a relative newcomer to app install ads — they’ve been available on the platform to all marketers since late March — but strong early results like an average cost-per-install rate that is 23% lower than the overall rate convinced greeting card app Ink Cards to invest a portion of its Mother’s Day budget in giving the format a try.

While about 80% of Pinterest's 175 million users come from mobile, it is often pigeonholed as a platform for women and the do-it-yourself crowd. Social ad agency Bamboo has been running tests of app install ad campaigns on the platform for the past several months, and the performance to date has convinced the company that there is an opportunity here for marketers who jump in early to target a wide range of consumers and drive results.

“We’ve had success with every vertical we’ve tested so far,” Danny Sauter, co-founder of Bamboo, wrote in an email to Marketing Dive. “Some of our campaigns are seeing greater than 40% male audience share of spend, and we’ve already seen success with e-commerce, productivity, and fitness apps.”

A unique opportunity

Some of the verticals and audiences that have performed well on Pinterest include productivity, lifestyle, e-commerce, fitness and fintech.

One reason Pinterest app install ads could be worth a try is that marketers can currently use a more direct sales pitch than is allowed on some other social media platforms.  

“There are opportunities right now that might not exist in a few months,” Sauter noted. “For example, there’s no ‘20% text rule,’ the dreaded rule from Facebook that says your image must contain less than 20% text. This means you can be more aggressive with in-image headlines, text overlays, and instructional copy.” 

Despite Bamboo’s insistence that Pinterest’s audience is broader than some might expect, the stats suggest that it still skews heavily toward women, who account for 81% of users, although the audience is evolving, with men accounting for 40% of new signups. 

The insights suggest Mother’s Day falls right in the platform’s audience sweet spot, giving Ink Cards, which lets users create a customized gift card and have it printed and mailed, a good reason to test the tactic.

“Much of [Ink Cards’] business is seasonal, and Mother’s Day is top of mind right now,” Sauter said. “We’re serving App Install ads around Mother’s day specific search keywords right now. The match is clear — someone who is searching for Mother’s Day gift ideas might be interested in an app that makes it easy to send beautiful, customized greeting cards.”

Lower costs

With Bamboo’s clients seeing 23% lower cost-per-install rates on Pinterest, on average, compared to their overall paid CPI and 13% lower cost-per-acquisition rates as well as greater scale than on Twitter, it's not surprising that the agency reports some are extending their Pinterest app install ad tests and allocating up to 30% of their overall mobile advertising budget to the tactic.

Even with the strong results, marketers may encounter some challenges. For example, with ads still relatively new on Pinterest, marketers may need to work extra hard to make it clear to users what the content they are clicking on is.

To address this issue, Bamboo tested including app icons in the ads and the results with positive results.

“We found that including app icons — either your app icon itself, or the Google Play/Apple iTunes logos — on images actually improve performance by up to 30%,” Sauter said. “This was due to a greater click-to-install conversion rate, since people had a better idea that they were actually clicking on an app install ad."

“Since ads are still so new, priming our audience on what they are actually clicking on, and what to expect after they click, is proving to be really important,” he added.

Giving it a try

Another challenge is finding the right balance of cost versus volume. Bamboo recommends that for Pinterest app install campaigns, marketers shoot for a 0.3% clickthrough rate or above — and not the typical threshold of 1% brands use on Facebook. 

The agency also compared Pinterest’s two types of placements — search alone and search plus home feed — and found that campaigns running exclusively on search perform better in early testing, with per-cost rates lower for installs, acquisitions and clicks for search alone.

With driving new app installs both crucial and challenging in a saturated market, the arrival of Pinterest's app campaigns gives marketers a new audience to approach. 

“We’d urge marketers to try and find a way to make room in their budget for a Pinterest test,” Sauter counseled. “Devote a slice of your existing mobile advertising budget to it, and see if it can beat your current baselines — cost per install, cost per purchases, and so forth. From there, let the performance dictate how much share of budget it should occupy.”

#MobileMarketing #Application