not only influencers - iab italia€¦ · 4 source: mediacom proprietary research; osservatorio...

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20 | 11 |2019

NOT ONLY INFLUENCERS

22

Why a research on INFLUENCE

WE’RE FACING A SWITCH IN POWER

BETWEEN RETAILER AND CONSUMER

RATHER THAN BE SEDUCED BY BRANDS’

MARKETING,

CONSUMERS LOOK TO EACH OTHER FOR

ADVICE ON WHAT TO BUY AND WHERE

SOCIAL MEDIA HAS GIVEN NEW MEANING TO ‘WORD OF MOUTH’

33 Source: MediaCom proprietary research

8 OUT OF 10declare to be influenced by

someone in their purchase

44 Source: MediaCom Proprietary research; Osservatorio Influencer Marketing AKQA IED, report 2019

+45%investments on

Influencer marketing

in 2019

INFLUENCE calls for influencers

35%follows at least one

influencer

62%on 18-34

Chiara Ferragni is

Top Of Mind with

90% of quotes

55

Only influencers influence?

66

THE ANSWER IS NO

Influence has different layers of proximity

FAMILY

FRIENDS

SOCIAL, PEERS

EXPERTS

77

Multiple personas influence our purchases

Source: MediaCom proprietary research

74%

PARTNER

68%

EXPERTS

64%

FRIENDS

54%

SISTER or

BROTHER

63%

SON or

DAUGHTER

60%

PARENTS

49%

SOCIAL

PEERS

88

INFLUENCE has different nuances on different categories

Source: MediaCom proprietary research

85 62

99

And ach personas influences different categories

SON or

DAUGHTERPARENTS

SISTER or

BROTHER

FRIENDS or

COLLEAGUESPARTNER SOCIAL PEERS EXPERTS

68% 54% 47% 56% 67% 49% 56%

64% 53% 47% 50% 63% 40% 45%

52% 43% 40% 45% 62% 38% 44%

50% 39% 38% 44% 53% 40% 40%

47% 41% 42% 53% 37% 37%

% of influence by personas

SNACK

VIDEOGAMES

EVENTS

CLOTHING

SPORT APPAREL

FMCG

FINANCIAL PRODUCTS

PHARMA (otc)

AUTOMOTIVE

TECH

ALCOHOLIC BEVERAGES

RESTAURANTS & PUBS

TRAVELS

CLOTHING

RESTAURANTS & PUBS

TECH

MOBILE PROVIDERS

RESTAURANTS & PUBS

ALCOHOLIC BEVERAGES

TRAVELS

AUTOMOTIVE

CLOTHING

EVENTS EVENTS

TECH

RESTAURANTS & PUBS

BIOLOGICAL/HEALTHY FOOD

TRAVELS

EVENTS

TECH

BIOLOGICAL/HEALTHY FOOD

FINANCIAL PRODUCTS

AUTOMOTIVE

PHARMA (otc)

1010

INFLUENCE on TRAVEL

Source: MediaCom proprietary research

82

86 on 18-34yo

Partner influences, but it’s woman that

finally decides

35-54yo decisions are taken with

partner (72%) or by themselves (48%)

1111

INFLUENCE on SPORT APPAREL

Source: MediaCom proprietary research

77

on 18-24 y.o. is even higher: 80

Women are more influenced than men

When younger, social peers are key:

40% on 18-24 y.o.

1212

INFLUENCE on SNACKS

Source: MediaCom proprietary research

69

79 on 18-34yo

Kids decides: 76% influence on couples

with kids <15yo

While on over 55 the purchase is mainly linked

to self consumption

1313

Also the number of different personasinfluencingpurchases isrelevant

AUTOMOTIVE

TECH

VIDEO GAMES

RESTAURANTS & PUBS

TRAVEL

FINANCIAL

EVENTS

CLOTHING

MOBILE PROVIDER

LUXURY JEWELLERY

SPORT APPAREL

PET CARE

PARFUMS

BEAUTY CARE

PHARMA

SNACK

GROCERY

BIO/HEALTHY PRODUCTS

ALCOHOLIC BEVERAGE

ALCOHOL FREE BEVERAGE

1,0

1,5

2,0

2,5

3,0

3,5

55 60 65 70 75 80 85 90

N°

OF P

ER

SO

NA

S I

NFLU

EN

CIN

G P

UR

CH

ASE

SCORE

‘FOR US’ PURCHASESLIFESTYLE ADVISORS

POPKNOWLEDGE

+++---

++

+--

-FEW BUT GOOD

‘FOR ME’ PURCHASES

1414

We introduce another layer of INFLUENCE: THE ALGORITHM

FAMILY

FRIENDS

SOCIAL, PEERS

EXPERTS

TECHNOLOGY

1515

Where do people look for information aboutproducts and services?

49% Facebook

40% Instagram

xxx% Blog/Forum

35% Whatsapp groups

1616

73%

Look for other users

reviews on products or

services:

• Comparison sites

• Amazon reviews

1717

Google and infocommerce are leading the search phase

60% trust Google and Amazon hints whenthey’re looking for something thatdon’t known

1818

51% believe that Voice will simplifyproducts/servicesresearch

1919

52%

37%

35%

Convenience

Natural way to

interact

Feeling to speak to

a real person

Source: ComScore and Capgemini – “Conversational Commerce”

Why new voice devices are catching on ?

2020

When searching for information via voice

assistant, people behave as if they’re

talking to a human.

Most of us won’t use short, choppy

keywords. We’ll ask questions and use

long phrases.

2121

When people hear

a voice, they

automatically and

unconsciously

assign a personality

to it ...

2222

Here a case:

According to the product page, users can

get started by saying, “Alexa, introduce me

to Samuel L. Jackson.”

From there, they will select which version

they want to use. But they have the option

to change it later on by simply going to the

Settings menu and switching to their

preferred version.

Some brands replace normal assistant voice with actors voice to better engage users

2323

INTELLIGENCE TRUSTWORTHINESS LIKEABILITY

What should our voice assistant transmit?

2424

What happens with shopping via Alexa…

Alexa, mi servono le capsule di Caffè Dolce Gusto

Ok, su Amazon ho trovato «Note D'Espresso Extremo, Capsule per caffè, compatibilicon macchine Dolce Gusto, 7 g x 96.» Costano 20,99€. Vuoi aggiungerle al tuo carrello?

Si, Alexa aggiungile

Ok, ho aggiunto Note D'Espresso Extremo, Capsule per caffè, compatibili con macchine Dolce Gusto, 7 g x 96. Apri la tua app Amazon e conclude l’ordine

Why trust is important?

2525

Sources: Mediapost, Techcrunch, Voicebot, Brightlocal

What happens if people trust the choices of devices?

$40 billions

Voice-based shopping by

the end of 2022

26

Thank you!