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WHY Report

January 19, 2017

Talking Is The New Interface To Everything

why-talking.jpegChatbots are nothing new, but there have been some significant changes to make chatbots the hot new marketing platform like mobile messaging apps, artificial intelligence, and voice tech. Bot-enabled conversation will quickly become the new digital interface. Not the browser. Not smartphone apps. Bots. And voice will become the dominant input method.

 

Welcome to the conversation frontier.

December 7, 2016

[Video] Here Are 5 Hot Cultural Trends That Marketers Need to Know for 2017

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Because cultural diversity was a big theme to the 2016 race for the White House, there are predictions that "inclusive economy" will be a buzz term to understand next year. Marketers are going to have to include cultural listening and predictive modeling to identify white space for brands to step in and fill the gaps that are being left by the political system.

Listen and learn.

December 1, 2016

Samsung Brand Autopsy: How Can the Company Earn Back Trust?

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Now that the figurative smoke has cleared from the dozens of literal fires caused by faulty Samsung smartphones, the Korean electronics giant has entered into that most craven of corporate actions: Brand-repair mode. Its advertising — which went completely dark for much of October — is back to pre-recall levels, a date has been set for the release of a full-scale autopsy on the problem and the company is even exploring splitting into two in response to investor backlash.

The damage was rough.

November 29, 2016

Mobile Shopping Hits Record Numbers Over Thanksgiving and Black Friday

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Black Friday had barely just begun, but already mobile traffic and sales were breaking records compared with years prior, according to third-party reports and those from major retailers. In addition to yesterday’s Thanksgiving sales report of a record $771 million in revenue from mobile devices, top retailers, including Amazon, Walmart and Target, have also released numbers pointing to mobile’s sizable impact on their online sales.

Mo money, mo mobile.

November 23, 2016

Tradition Trade-Outs - The New Holiday Normal

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Thanksgiving traditions are shifting, affecting everything from how people shop to what they cook to who they’re celebrating with. The ways in which we prepare and eat the big meal are changing as well, and as the U.S. becomes increasingly more diverse, Americans are adding new traditions to their holidays. They’re even trading out some of their customary plans with new ones as a way to modernize the holiday.

Out with the old, in with the new.

November 21, 2016

Men’s Grooming Brands Have a Man Problem

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I’m on a horse," Isaiah Mustafa says at the end of an Old Spice commercial that sees him embody every enviable masculine stereotype — rich, muscular, great with women — and add "great-smelling" to the mix. He’s the man your man could smell like. The commercial is playing with and making fun of the branding in this space, but also: Is it? Six years later, branding on men’s products remains extremely over the top.

It's okay to have products, men.

November 17, 2016

An Eye-Popping Visualization of How We Shop Online For Black Friday

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With $3.132 billion of online Black Friday purchases projected for next week, it's worth knowing exactly where all these orders are coming from, especially for internet advertisers. Taking that into consideration, a team at AppInstitute crunched the numbers and built a mesmerizing real-time visualization forecast to show how people will likely be spending their Black Friday dollars online in 2016. It's a simple, fun concept that makes a ton of information instantly accessible. 

The mad rush starts at 12am.

November 16, 2016

The Evolving Holiday Wish List: How High-End Brands Have Crept to the Top

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Studies have shown that, in the past, teenagers learned their purchasing skills when shopping with their parents. But this model has changed with the times. According to the Wall Street Journal, we have formally crossed the threshold — and consumers are shopping more online than at brick-and-mortar stores. So, as the retail space continues to fragment with the continued growth of online shopping, social commerce and in-app purchasing, how are millennials shaping their shopping behaviors?   

Luxury starts young.

November 14, 2016

How Your Brain Decides Without You

4676_ea6979872125d5acbac6068f186a0359-2.pngAn increasingly well-supported working hypothesis called predictive coding is when perceptions are driven by your own brain and corrected by input from the world. There is simply too much sensory input to take in, so the brain has to find other ways to work, which means it constantly predicts. When the sensory information that comes in does not match your prediction, you either change your prediction—or you change the sensory information that you receive.

We see what we want to see.

November 11, 2016

5 Ways Brands Can Build Loyalty With Young Consumers

20161103151705-GettyImages-513602209.jpegBuilding brand loyalty among consumers is complicated at best. But companies who hope to cultivate a strong following among the youngest generations, including Millennials and Generation Z, have some serious wooing to do. These consumers have grown up in a very different environment than previous generations, and have a distinct way of viewing the world. This worldview in turn shapes their consumer habits and lifestyle choices.

Be real, but not too real.

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