You article ‘Battle for web data moves to the ‘frictionless’ social log-in’ hits the nail on the head; when used correctly, identity can be the key to online consumer engagement for all brands.
One of the greatest benefits of the social network era is access to declared first person data. From age to marital status, hobbies to location, people tend to be more truthful on social media profiles than elsewhere. Rather than inferring customer insight based on online behaviour, or trying to get information via online surveys, brands should be working out how best to persuade consumers to share their social profiles.
As it becomes more apparent that consumers are willing to share their personal data in exchange for a personalised, engaging experience online, social login is a great way for brands to learn more about their consumers and provide them with the experience they want.
Russell Loarridge, managing director Europe, Janrain
Be bold and prosper in short-form video
Mindi Chahal’s article on short-form video shows that there’s too much risk aversion towards online video content. On the one hand, any digital content is out there in perpetuity, but in reality it is easily digestible chunks of content for busy, brand savvy audiences who consume large amounts of content daily.
The tentativeness in producing truly engaging, bold, content is a hangover from when good social activity was few and far between and mistakes were dwelled and agonised upon. The very best brands won’t make mistakes in the first place. Most consumer brands will make mistakes but will learn from them and adjust their strategy and output accordingly. The lower end of the talent pool won’t get noticed anyway. So be bold, take risks, because as soon as it’s live, it’s old.
Matt Bennett, founder and CCO of Bambino, part of ZAK Media Group
Age and reasons to target
Lucy Handley says in her leader that ‘older’ people aren’t catered for all that well by brands.
We welcome broader debate on this issue and it is one that Age UK’s Engage Business Network, which shares knowledge and insight with businesses about what the ageing process means for marketing best practice, is keen to see highlighted.
We agree that brands could be doing more, but grasping the nettle isn’t easy. Our research shows that 56 per cent of people aged 50 and over feel younger than their actual age group. Therefore, it’s vital for businesses both off and online to get to know their customers whatever their age, by talking to and listening to their desires rather than by assumptions based on age alone.
With the 50-plus segment of the population projected to rise by nearly 26 per cent in the next 20 years, it’s crucial for brands to understand how to respond to this demographic’s needs and requirements.
Smart brands will apply principles of inclusive design to make products and services accessible to all customers, including the over-50s audience.
Ian Rutter, senior manager, Engage Business Network at Age UK