📰 PRASÓWKA #18

📚️ Accenture wydało coroczny raport Life Trends 2024, w którym znajdziesz:

Wybrane informacje:

Trend 1 - klienci są na niższym priorytecie w przedsiębiorstwach.

A newer practice has been labeled “Skimpflation” by National Public Radio’s Planet Money in November 2021, describing a decline in the quality of service throughout the global economy, among travel companies, retailers and restaurateurs

Trend 2 - AI podnosi jakość korzystania z internetu

Personalization in commerce will likely be redefined. Customers might tell brands what they want, with context, personalizing their own commerce experiences through conversation. Interpreting those conversations and delivering the right answer/product/service in the right moment will enable organizations to deliver realtime relevance. Interfaces may soon be able to roll the sales process, the act of buying and customer service into one digital breath, making the customer’s experience more fluid than ever. Instead of searching “42-inch TV”, they could ask, “my space measures 1m x 1.5m and my couch is 2.25m away – what size TV is best?” This has implications for the way businesses are organized, as the interface may drive structural change.

Trend 3 - mamy kryzys kreatywności, gdzie z jednej strony jest dostępnych dużo opcji, ale nie wyróżniają się niczym innym, a do tego:

Efficiency culture has a hand in this shift. When economic conditions are tough, businesses seek to drive up efficiency, and to squeeze maximum value from every invested cent. Efficiency and creativity often make for a counterproductive partnership, which today can result in lower-quality work fueled by data rather than human imagination.

Trend 4 - zaczynamy odczuwać swoje limity w korzystaniu z nowych technologii i powoli rośnie świadomość w zarządzaniu nimi:

We expect to see more people trying to boost their own personal resilience against the power of technology. Many can (and do) step away from technology, which may signal a larger societal rebalance in favor of a more analog life. We’re already seeing users regulate their behavior. Some use screen time management tools like Opal, others switch to alternative, less demanding platforms or use more nostalgia tech—dumb phones, film cameras, tape players—as a route to more meaningful, intentional and soulful interactions

Trend 5 - przed nami dekada dekonstrukcji dotychczasowych schematów:

Go to school, get a job, climb the career ladder, get married, buy a home, have a family, and save for a stable retirement. These were once some of the features in people’s image of a successful life—there was a degree of flexibility, and variations in different cultures, but most people broadly followed the same template. Now, it feels like a decade of deconstruction is underway, and billions of life paths are being rewritten—each of them unique.

Pobieram raport »

📚️ McKinsey przedstawił kolejne dane potwierdzające to, że w trakcie świątecznych zakupów najważniejszymi czynnikami będą: cena i promocje → szczególnie w starszych grupach.

Co ciekawe w młodszych grupach wysokie wskazania przypadły jakości, a to jest dobry trend, biorąc pod uwagę zmiany klimatyczne.

Retailerzy są bardzo ważnym kanałem zakupów → dane pochodzą z US, natomiast w PL to także rosnący trend, szczególnie ze względu na szybką możliwość porównania cen i promocje.

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🎧️ Koniecznie posłuchaj nowego odcinka Lenny’ego, który gościł Briana Chesky’ego (CEO of Airbnb) 😍 W rozmowie poruszono m.in. podejście do marketingu, performance marketingu (na który ograniczyli wydatki w ostatnim czasie), rozwoju produktu w oparciu o potrzeby klientów, a także o zarządzaniu firmą (i nie tworzeniu w niej silosów) i bardziej świadomym życiu. Wrzucam kilka fragmentów na zachętę:

• Marketing is at lot of companies are like the waiters, engineers are like the chefs and the chefs yell at the waiters and they go in the kitchen. In fact, the waiters are the ones talking to the customers all day and they also know how to sell things so you really want them being enjoined at the hip and you want engineers to be thinking about maybe how to talk about the products that they're building.
  

• If we do an AB test, there has to be a hypothesis. If we don't have a hypothesis and A is better than B, then we're stuck with B.
  

• To be clear, we still spend money on performance marketing. We still do measure conversion and we will do some experiments. Think of conversion and growth optimization as like running a football down a field and think of these big leaps as passes. You should probably be doing 80% passes, 20% running the ball down the field, and a lot of companies that do 80% running down the ball down the field and 20% passes. So I think that this methodology will work for everyone.
  

• One of the best things of Airbnb is that we're this marketplace where guests and hosts come together and we have all this unique inventory and people list it on Airbnb. And every home is one of a kind and we have seven million homes and there's all this surprise and all this delight. The problem is that every home is one of a kind and you often don't know what you're going to get. And so a lot of guests have described checking into Airbnb as a moment of truth. Where when you open the door you find out if the home is exactly the home that you booked. And this turns out to be a big problem for people wanting to book an Airbnb. And when we survey guests or people who don't use Airbnb, the number one ... Hotels are not as special, they're not as unique, but the advantage they have is you know what you're going to get. You know exactly what you're going to get.And so what we found is that reliability is Airbnb's achilles heel, or at least it has been. That with hotels you know what you're going to get an Airbnb you don't always know what you're going to get. And so we asked ourselves, what if we could combine the uniqueness of Airbnb with the reliability that you've come to expect in a hotel? And that's what we've done with Guest Favorites. Guest Favorites are homes that guests in our community love the most. We took 370 million reviews on Airbnb plus millions of customer service tickets, plus all the host cancellation data and we use all the signal to create the top two million homes. This collection of two million homes that we call Guest Favorites because the guests rate the highest.
  

• I think suddenly you would start to say no to things and you'd say yes to other things. I now try to say no to what I call fake work, which is things that feel like work, but they don't actually move the ball down the field. And I really try to say yes to the work that's very meaningful and people that are very meaningful to me.
  

• Pablo Picasso (…) "It took me four years to learn to paint like Raphael, but a lifetime to learn to paint like a child." And so I've tried to always see the world through the eyes of a child. And I think one of the key characteristics of a child is curiosity. To see everything with fresh eyes. To not have too many judgments.

Chcę posłuchać tego odcinka »

📚️ OpenView wydało SaaS Benchmark Report 2023, w którym zwróciłam uwagę na dwie rzeczy:

• rośnie znaczenie wskaźnika CAC payback:

• z każdym rokiem on jednak rośnie:

Pobieram raport »

💥 Meta współpracuje z Amazonem, umożliwiając klientom powiązanie swoich kont na Facebooku i Instagramie z kontem Amazona, aby następnie robić zakupy za pośrednictwem aplikacji społecznościowych Meta. Klienci mogą dokonywać płatności za pomocą zapisanych informacji o płatnościach Amazona i wysyłać zakupy pod swój zapisany adres dostawy Amazona.

Po raz pierwszy klienci będą mogli robić zakupy z reklam produktów Amazona na Facebooku i Instagramie i dokonywać płatności przez Amazona, nie wychodząc z aplikacji społecznościowych (❗️). Nowa funkcja zakupów w aplikacji będzie dostępna dla wybranych produktów reklamowanych na Facebooku lub Instagramie i sprzedawanych przez Amazon lub niezależnych sprzedawców na platformie Amazona. Umowa Meta-Amazon pojawia się w momencie, gdy TikTok sam próbuje konkurować z Amazonem, pełniąc rolę zarówno silnika odkrywczego, jak i sklepu internetowego.

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💥 Meta udostępniła nowe funkcje reklamowe, które są nastawione na generowanie leadów:

To nurture more quality leads with messaging, we're adding the lead objective to Facebook and Instagram ads that click to start a WhatsApp chat, already available on Messenger and Instagram Direct. Select advertisers will now be able to add a Q&A flow in Ads Manager.

To save people time, we’re testing an instant form ad format that allows people to discover, consider and select multiple businesses to submit information to at once. Imagine seeing an ad to sign up for a bridal hair trial.

Calls are another way to reach people interested in your business. To give people more assurance when connecting with brands they’ve expressed interest in, we’re testing the ability for businesses to call them through Facebook and showcase their business information, such as logo and name.

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🎞️ W wolnej chwili polecam obejrzeć wideo “How to convert more visitors into customers” od Y Combinator. Poruszono w nim kilka elementów, które mogą pomóc w poprawie ścieżki użytkownika na stronie 🧠 Jedna z ważniejszych rzeczy jaka padła w materiale: aha moment powinien pojawić się na możliwie wczesnym etapie ścieżki użytkownika.