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The QSP Summit 2019 was (again), one of the most successful Marketing Events to attend to. More than 2 300 high business profiles attended to a first time 2 days event.

QSP Summit is on its 13th season and is growing every single year. This year is all about the convergence between technology and marketing/management. We live in challenging times with revolutionary mixes between technology, work methods and marketing to our audiences. All the speakers focused on this main keyword: Convergence.

And what a convergence it is: Online-Offline; Voice-Data; Humans-Robots; Technology-Workplace; Creativity-Management; People-Culture; Product-Branding; Marketing-Technology

All of this was discussed during these 2 days from an array of speakers like Daniel Pink to Spencer Harrison, or Stanley Hainsworth to Barbara Kahn. There were a lot of interesting keynotes, but the WorkLabs are very well known for deep insights on a specific subject.

How to Keep your Workforce Motivated?

One of the most difficult things any company will have is to keep the employees on focus and giving their best effort every day. So, it’s important to have these kinds of insights:

“If-Then rewards are effective for simple and short-term tasks, however, not so much for complex or long-term ones”.Daniel Pink at #qspsummit

 Higher pay doesn't mean higher motivation in cognitive skills - Daniel Pink

“As long as the task involved only mechanical skill, bonuses worked as they would be expected: the higher the pay, the better the performance.” – Daniel Pink at #qspsummit

In simple terms and to decode the most we can of an extensive yet super enlightened speech in just a few words: Giving bonuses for productivity and motivation can only get you so far.

What you need to do is use the “Why” concept more. Tell your people WHY they’re doing what they do. Tell them the bigger picture. What their contribution will do for the brand. For the customer… For the team.

Autonomy as an Empowerment Tool

Autonomy is paramount for people to feel engaged with their tasks and the company. Hummm, weird concept. 😉

“Create small islands of non-commissioned work to have more innovation on your company” – Daniel Pink

As you can check on our Careers Page, it’s within our culture to encourage our people to have their own initiatives. An Agile mentality is key to evolve. Our very own motto says it all: Get up and Disrupt!

QSP Summit stage

Even Spencer Harrison said that “it’s important to have the hopers and doubters on your team to fuel new information and then innovation”. Our multicultural environment with people from tens of nationalities and cultures is one of our biggest assets. Each one has its own personality and background which brings a different approach to each project which is key for a great result.

 “It’s a challenge for every organization to cope with what each person is more likely to better perform according to the time of the day and their biorhythm” – Daniel Pink.

We understood that we needed a different approach over the years. That’s why we’ve created Wook (Wook Office & Organisation at Kwanko): a 2017 project upheld by the Group’s employees for more transversely and flexible work environment.

The Future of Retail… and Kwanko

If you’re not in a cave somewhere or becoming a hermit, you may know that retail is on a revolution. Maybe on the biggest one since we started to have brick & mortar stores.

It’s no longer enough to have a store in every corner to beat the competition.

If you don’t exist on the customer’s “handheld” device you don’t matter. He might even right pass in front of your store in the street and will not enter your doors. That’s an amazing concept.

On the other hand, we see original digital brands like Amazon coming to the physical space.

It was important to see what specialists like Howard Saunders (@retailfuturist), Gerald Storch (former Toys R’ Us and HBC CEO) and Barbara Kahn, to name a few, could tell us about this disruption. To where retail is going to succeed TODAY and in the future?

It’s kind of hard to summarize everything we’ve learned that day in just a few words, as you can imagine. The secret for success is not something that you can make a prescription and expect to work for everyone in the same way.

However, we can Highlight some of those Lessons for you

As this year’s conference already brought to your attention, Convergence is the key. You need to provide a singular unified experience to your customer whatever the channel they’re using to reach you.

Customer: “Buy something they value from someone they trust” by Barbara Kahn at #QSPSUMMIT2019

Barbara Kahn Retail Success Matrix

Barbara Kahn Retail Success Matrix

Quite basically, we can talk about differentiators like Low Price, Brand, Experiential, Frictionless like in this chart. It’s all valid, important points on how people see our brand against the competition.

But what makes us at Kwanko so very happy is to know how much of our performance marketing solutions can help your sales thrive.

E-commerce and Affiliate Marketing solutions where you only pay a small percentage of your real sales generated by our huge Publisher network. No risks involved.

Lead Generation solution to open new customer acquisition flow within your targets.

Drive-to-Store campaigns to bring the digital experience to a real brick & mortar store and close the circle.

Huge Mobile Network to spread your brand communication as targeted and geo-localized as it can be.

Cross-device tracking for a seamless and frictionless experience.

Quite basically, Kwanko is your best performance marketing partner to succeed in 2019 and beyond.

Do you want to win over your competition?

Be everywhere on a consistent brand wise way. We are very pleased to say that we can help you with that.

Reach out to our team to find the perfect solution for your needs.

Cross-Channel Targeting Technology: A strategy that pays… when you know how to use it.

The best way to get a feel for cross-channel marketing is by way of a simple example. Imagine a  guy – let’s call him Martin – on his way to work. In his packed subway car, Martin surfs news sites and reads car articles on his smartphone. Can you picture the scene?

Martin also checks his inbox and stumbles upon an email from a car brand that he really likes. For the moment, Martin is still not sure he wants to buy a car. But he opens the email anyway if only to fantasize a little about the model he has his eyes on.

Arriving at his subway stop, Martin walks to work, thinking of the day ahead. The promotional message about the car has probably only had a temporary effect. Nevertheless, by using this message, the brand has achieved one of its goals.

How can I develop a Cross-Channel Campaign that Leads to a Sale?

Answer: By optimizing your cross-device tracking with automation strategies and actions based on complex artificial intelligence algorithms. Too complicated, you say? Not necessarily.

The most important thing is that you start to see things a little differently and work with the right partners. Up until now, your first reflex was probably just to optimize the ICPs of each channel. But why not go further? From now on, you and your teams will need to see all these channels as flows of communication built into a single entity: the buying process.

Emails, social networks, web browsers, laptops and PCs, tablets, smartphones, and screen ads are a number of means and contact points which will allow you to reach the same potential customer. Each has its own way of capturing attention and creating an experience. The actions of customers, however, will differ according to the means that is used. That’s why your strategy must be adapted to the particularities of each channel. What’s new is that the process initiated on one channel will now allow you to “track” your targets and guide them towards the final objective: the purchase.

You are probably thinking this process sounds a bit shady. But the truth is, when this type of strategy is well conceived, it actually benefits customers who have embarked on your paper chase, for they stop receiving the same message over and over again.

It is also worth noting that all data remains entirely anonymous, except in the case of secure contact points (e.g. the registration of a customer on your website, email campaigns based on lists of known addresses, etc.). From one channel to another, the data only benefits the action points, for the goal is not to use the customer buying process to collect information. It suffices to know that an Internet user saw message 1 on a banner, that message 2 appears on the interstitial of another website which was visited, that message 3 is displayed when the user watches a video, and so on.

Martin’s story continued

Let’s get back to our story. Martin arrives at his office and starts a workday like any other. At some point, he visits a website where a banner allows him to discover a vital yet relatively unknown feature of the car he is considering. Curious, Martin clicks on the ad to find out more. He now has access to the entire workflow but closes the page when he sees the price. For the time being, the car is not within his budget.

Let’s now imagine Martin on his way home from work. He’s back on his phone, and just as he passes by the car dealership, an ad pops up on his screen announcing that TODAY, and only today, he can benefit from a small, exclusive discount on the price of the car, along with a free pack of options. But to benefit from this offer, Martin has to act fast. He must see the dealer TODAY, and provide the code XPGJRL that appears in the ad.

What do you think Martin will do? He may decide to take advantage of the offer and speak with the dealer, but it is also possible that he does nothing. In the case of the latter, the brand will have to adapt its strategy a little bit more to fit the customer’s buying process. On the other hand, if Martin does in fact head to the dealership, it is likely he will receive an offer and take a few days to make up his mind. He will then be in a totally different position in the process, that of the purchase.

Martin’s process is just one example which can be applied to countless processes and online and offline conversion strategies.

Why is such an Approach also Favourable to Publishers?

Because it allows all the contact points in a consumer buying process to be paid in a fair manner. All publishers and channels receive their share of the sale. When you assign a value to a lead and distribute this value amongst the entire conversion chain, you are seen as a fair partner who ensures all his publishers (or service providers) receive their due share. Up until now, you may have been in the habit of handsomely paying the final contact point leading up to the conversion. Not only was the rest of the chain ignored, but you didn’t possess the necessary data indicating where to invest to generate more leads and sales.

With this kind of cross-channel strategy, the customer buying process becomes easier to follow, which means you can now offer your publishers and service providers their share of the profits. You will subsequently get more leads, for your publishers, duly compensated for the part they play in your strategy, will go out of their way to implement your advertising objectives.

How can I deploy a Cross-Channel Strategy?

It’s easy: By asking for help from the partners or service providers who allow you to match customer buying processes and direct key messages at customers.

Thanks to its vast network of partners, Kwanko offers you a 360° look at the buying processes of your customers. Whether you wish to create campaigns on the basis of the opt-in lists of vertical publishers, circulate ads on cell phones, social media, search engines, or the Internet, or take advantage of a network of content providers, we cover all types of channels and facilitate convergence.

You may, of course, choose to deploy this strategy on your own. To do so, you will need a specialized team and the technology required for carrying out the various phases of the project. Everything depends on your budget and the priorities you have set for the next few years. Although this approach enables you to avoid having to depend on one single provider for the management of the entire process, it comes with some serious drawbacks in terms of coordination, and you run the risk of disrupting the fluidity of the customer experience.

I hope this article was helpful in explaining the benefits you can derive from a cross-channel strategy. Our team will be happy to answer any questions you may have.

With the rapid increase in the number of screens available, internet users are developing new purchasing habits. While e-commerce is gaining momentum on mobile devices, tracking users’ browsing paths across all devices as in cross-device is a major challenge for both advertisers and publishers.

Waking up to read the latest news on a smartphone, relaxing on a computer at work over lunch, spending the evening looking at social networks on a tablet… Juggling devices has become a habit! With an average of 6.4 screens per household1, French access to the internet is increasingly mobile.

E-commerce players have taken heed of these new browsing trends: they’re constantly optimising their digital platforms, offering responsive sites and dedicated applications and paying particular attention to the cross-device user experience to increase their conversion rate.

A Rapid Democratisation of M-Commerce

Another notable and lasting phenomenon: consumers are increasingly keen to make purchases via their smartphones. As such, in the last six months of 2016, 28% of e-commerce transactions carried out in France were carried out on mobile. A year-on-year increase, but well below the figures in the United Kingdom or Japan where more than one of every two sales is carried out on a mobile or a tablet.

The value of purchases made on mobile in France is growing! At the end of 2016, for every €100 spent using a desktop, €90 was spent using a smartphone. An increase of more than €2 over the course of the year. Fashion, luxury and sports products are the most popular with French online customers.2

As you might imagine, this new method of purchase has also become more popular across the Atlantic. As such, Black Friday 2016 saw mobile sales in the US surpass the $1 billion mark3, representing nearly one in three online transactions. A year earlier, tablet and mobile traffic surpassed computer traffic for the first time.4

Cross-Device at The Heart of the E-Commerce Process

With the increasing popularity of m-commerce, cross-device purchases are multiplying. As a result, it’s not uncommon to see an internet user opening an email in the morning on his/her smartphone on the way to work, comparing prices in the evening on his/her tablet at home and completing his/her purchase the next day on a work PC.

Purchases made on a computer tend to occur during the day, between 6am and 8pm. Those made on mobile peak overnight between midnight and 8am, while transactions on a tablet tend to occur either in the morning or in the evening.

In 2016, 45% of e-commerce transactions involved two or more devices and an estimated 40% of purchases via a computer were made after an initial mobile visit.4 As a result, the linear advertising model, which has dominated until now, has lost legitimacy because internet users are making fewer purchases from a single screen.

Offer Optimum Tracking on all Devices

Tracking and understanding the fragmented browsing paths of users on all devices has become a major issue for both publishers and advertisers. The former want to be sure that they’ll be paid for all the sales made on their site or application, while the latter need to be able to send their consumers the right message at the right time and on the right device.

Kwanko offers cross-device tracking to better understand the role of each device in the purchasing process to ensure optimum monitoring of internet users throughout their digital day. By closely studying the browsing and consumer habits as part of its campaigns, Kwanko is able to collect a significant amount of data which is essential both to optimise its advertisers’ communication strategy and to adapt their message according to users’ behaviour.

Another key point: it’s now possible to create a single web and mobile campaign with customised media, adapted to each device. Lastly, a better understanding of the conversion funnel makes it possible to identify and reward the best performing publishers. There’s plenty to do!

Sources:
  1.  https://www.kwanko.comwww.lsa-conso.fr/plus-de-6-ecrans-en-moyenne-dans-les-foyers-francais-etude,226680
  2.  https://viuz.com/2017/02/28/etude-criteo-letat-du-commerce-cross-device-en-france-8-tendances-majeures/
  3.  https://www.kwanko.comnews.adobe.com/press-release/marketing-cloud/media-alert-adobe-data-shows-black-friday-breaks-online-sales-record-3
  4.  https://appinstitute.com/black-friday-2016-mobile-vs-desktop-sales/