After peak recorded after ad Half In 2021, consumer attention span compared to Metaverse It stands at much higher levels than in the past and is growing in the next six months. Moreover, the trend denied The concept of possession is always changing More popularity in 2022 than in 2021 (+35%)while their use, rather than pure aggregation, could define the next evolutionary stage of NFTs (+500% interest growth in the last 18 months).
These are just some of the guides that emerged from the first edition Digital Revolution Awards From Bain & Co. Italywhose research was also carried out thanks to the collaboration with NextStats To identify the most innovative trends. The event, which was held in Milan, witnessed the participation of many exceptional guests from the digital world, who commented on the main ideas that emerged from the analytics. Payne And they shared their thoughts with an audience of wine drinkers 100 digital experts from major companies in the country.
In fashion, 50% get information online but less than 30% buy
In an increasingly interconnected world, user searches start online, but often the purchase process takes place through different channels. Two different examples illustrate this: In the energy world, 8 out of 10 people get information online, but only 30% complete their purchase digitally.Others choose physical stores or the phone. In the world of fashion, one in two people gets information online, But less than 30% of the total purchase is through e-commerce. Therefore, brands must seize the opportunities that arise from one Multi-touch and multi-channel strategy, which is 50% more popular this year than in 2021. These trends intersect with brand communication strategies, which increasingly focus on transparency and realism: in fact, in the next six months there will be a 20% growth in realistic appeals in advertising and branding strategies.
What role will technology play in physical stores?
Brands share less on social media than influencers interact
However, the The gap between brands and end consumers is still wide: Engagement rate on social networks of brands is indeed much lower (1% across all sectors) than that of influencers (which often exceed 5%), While the popularity of retail influencers has increased by 45% in the past 18 months, that is also thanks to the strong growth of social commerce. In view of a scenario characterized by innovative technologies, highly connected consumers and new business models, it is therefore essential for brands to master the strategies to be adopted on the digital front and the ways to communicate with end customers.
Digitization as a path affecting the life cycle of companies
“Digitalization is no longer just a series of activities to be carried out, but a comprehensive path that affects the entire life cycle of companies,” he explained. Robert PriorskySemea, regional managing partner Payne and co. “for many years Payne We have adopted this approach, developing organically within teams a series of skills that are distinctive in these areas: from advanced analytics to design, from digital marketing to innovation. Thus we are conjugated – first through vector, our digital delivery platform – the world of traditional consultancy with specialist digital skills. The work of our experienced professionals in these areas enables us today To design future trends and reward excellence in the digital fieldHe finished priority.
Identify three critical areas for the company’s digital strategy
He continued, “Bain’s innovation and design teams, advanced analytics group, and digital marketing.” Pierluigi Serlingamanaging partner in Italy Payne and co“An innovative tool that we present today: This tool has allowed us to analyze in depth the digital performance of more than 100 Italian and international companies active in several sectors central to the growth of the country’s system as a whole: banking, insurance, retail, consumer goods, energy, fashion, luxury and travel”.
“Specifically on the basis of these analyses, we have identified for this first edition of Digital Revolution Awardsthree Critical areas for a company that wants to start a digital strategy successful: Customer Experience, Digital Marketing, Environmental, Social and Corporate Digital Governance. So we have awarded three companies that have excelled in these three areas in particular: Prima Assicurazioni, Unieuro and Mugo“, He said Emmanuel Verrattipartner and digital practice leader at Bain & Company.
Digital Revolution Award Winners: Prima, Unieuro and Mugo
The second area of interest – which Unieuro Beat on the podium – is that digital marketing, for which Bain conducted a quantitative analysis of performance in four areas: traffic, media optimization, site performance, and application performance. For this award, more than 100 companies, operating in 7 different sectors, were analyzed for a total 4.5 billion visits to their websites. The analysis covered more than 2 million URLs and 3.5 million keywords.
The third area is about aspects digital esgfor any of them Payne Evaluate innovative startups and companies that are exploiting technological and digital enablers for sustainable purposes: from blockchain for traceability, to algorithms for calculating CO2 impact and much more. For this category, I went to the highest award Mogoan Italian climatic reality of technology.
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