CEW recently hosted their third business breakfast with Google, expert speakers and a panel of Influencers such as Emily Norris, Sophie Shohet and Simone Partner (aka Eltoria)
Google’s Head of Beauty, Jacqui Owens, opened the event by expressing that a Super-Powered consumer has emerged, as they are incredibly curious, demanding and impatient, as justified by the 7.8 million beauty related views on YouTube in the UK each day.
“Every product can now be high consideration, raising both opportunity and stakes for marketers,” said Jacqui. “We cannot know something nowadays and this is creating a rising opportunity for marketers.”
Limitless access to information at the touch of a screen has dramatically increased the value of online content and the desire for the user experience to be ‘without friction’ is ever increasing; something Google has addressed by providing a free online mobile speed test for companies to compare their site speed against their top 10 competitors.
Three pieces of advice were suggested when referring to brands operating in the digital age:
Show Up – consumers expecting to be assisted everywhere and if your brand isn’t there in moments of intent of value to you, another brand will be.
Wise up – today’s consumer responds to brands that understand their needs and tailor messages and experiences to those needs.
Speed up –brands should be aware that over 50% of mobile site visits are abandoned if a page takes more than three seconds to load.
Following this, YouTube’s Vaso Kanistra, Online Partnerships Manager and Leila White, Strategic Partner Manager chatted with the Influencer panel where it was discussed how successful YouTube channels are in keeping followers engaged.