Ay: Nisan 2019

When we look into features of Vodafone’s new chatbot you will face with rich content. To help customers better and decrease the rate of sales lost because of the complications of the process, the technology was developed with several different conversations to pre-empt possible questions and pain points, each of which was tested across a variety of users and refined at each step of the process. TOBi helps customers on selecting a SIM-only plan, answering queries and suggesting suitable products and offers along the way. Distinctly from the other chatbots, TOBi also has answers for jokes and insults.

All of these features not only helped Vodafone to reduce the time it takes for the completion of the process and increase the sales it has also a business impact which helped improve brand scores. According to Net prompter score, while the brand score is 60 for website users, for TOBi users brand score reaches 80.

All these scores and data is just the early birds of this successful transformation. Obviously, Vodafone will gain more than these in progress of time. In addition, these results motivate the other brands to focus on customer journeys more which is one of the biggest issues of the new digital age.

Personalized / Non- Personalized Data

Google also brought some limitations on purchasing that make things more complicated than ever. Advertisers who use independent tools of any capacity, such as testing ad fraud or analysing the performance of a campaign, now can only purchase “personalized” inventory of ads for users who have to give their consent to use data.

However, non-personalized ads, usually publisher content, based on the non-personal data such as browser features or time of day, is offered to new customers, but if the advertisers want to have an unbiased media presentation or monitoring and reporting, non-personalized data is not an option.

The new regulations, that came with the GDPR, are protecting user privacy rights from data stitching and unauthorised targeting. Nevertheless, the IAB’s delay in joining the Transparency and Consent Framework is open to advertisers and allow them to see the campaign success whether it is blocked or not as a direct result of these temporary checks.

Now advertisers have to choose a right way: Do they priorities their scale by sticking with Google, which claims over 80% of global ad spend alongside the Facebook or do they enter an independent but less certain advertising environment?

Today, the industry trusts Google that a potential of collaboration was not sought between other suppliers. However, if advertising technology companies are willing to open doors to their own gardens and join their forces to fill data and inventory gaps left by Google’s policies, they can offer, measure and optimize campaigns in a transparent and compliant manner.

When capabilities and insight unified it allows vendors to offer brand marketers a viable alternative to Google that has complete digital advertising suites encompass various facilities such as ad buying, verification, measurement, and optimisation all of the entirely independent and transparent basic features.

Need to start building a more open ecosystem is urgent where advertisers have greater ranges of choice. 

The Other Creative industries

The wider creative industries, including the cultural sector with other business areas like architecture and advertising, are now worth over £100bn – 5.5% of total UK GVA. These creative industries’ contribution to the UK Economy is three times bigger than the sole contribution of the cultural sector. However, the Government figures analysis demonstrated that 2017 was the first year that growth in the cultural sector leaves behind the wider creative industries since 2010 which is the first comparable information data of 2010.

The Government gave more importance to emphasize the value of creative industries in the UK’s reputation and economic stability. 

The UK Government has been aware of the value of the creative industries and its influence over both the UK’s reputation and its economic stability. Even though, it has been criticised for failing to identify whether the fundamental role of the arts in this growth or not both in the publication states that in the industrial strategy and in details of the £150m Creative Industries Sector Deal also.This has urged the development of creative clusters and a new creative career program, but the threats to arts from an existing business policy have been criticized for ignoring digital work. Overall, the DCMS-controlled economic sectors increased by 3.4% in 2017 to £ 268 billion, accounting for 14.6% of the UK’s GVA.

The Data from the Advertising Association demonstrates the public favourability index towards advertising decreased by 50% in the 1990s and 25% in 2018. Keith Weed offered brands in ISBA annual conference that reducing bombardment, retargeting and excessive frequency in order to improve the consumers’ perception of advertising. Weed also said that: “A brand without trust is a product, and advertising without trust is just noise. Trust is the key thing we need to engage with.”

According to Kantar’s latest report, 41% of British said that they relatively believe ads when they saw at the website of a trusted brand and 48% of them notice ads on the online platforms they use to entertain themselves. By looking at these interpreted data it can be seen the significance of this problem is highlighted by this research. Kantar Media’s CEO Mark Inskip claims that to rebuild brand trust and regain audience trust, examination of data is required and he continues: “By adopting an integrated approach, balancing niche targeting capabilities with mass marketing tactics, brands can provide consumers with a helpful, addictive experience. Those who are building verified first-party data into their approach and, where possible, that of walled garden platforms are able to paint a complete picture of the total consumer journey across all media.”