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Hotwire Headlines #53

November 25, 2021

Lara Johnstone

Which brand experiences are influencing purchase decisions most?

In recent news, a series of new research reports show Aussie shoppers are longing for the in-store shopping experience, reveal the impact of brand trust on the bottom line, and point to a rising trend of shoppers buying products and services directly from social platforms. Meanwhile, Spotify has brought podcast subscriptions to Australia and small news publishers across Australia have united to negotiate collectively with tech giants over the supply of their news content.


Adobe Finds 71% of Aussies Buy More from Companies They Trust

Adobe has released the findings of its 2021 Future of Marketing Research report, which surveyed more than 600 Australian marketing leaders and practitioners and more than 1000 Australian consumers on their attitudes and preferences towards trust, personalisation and privacy.

The report reveals almost three in four Australians will buy more from a brand they trust, two in three will make a positive recommendation, and one in two will join its loyalty program. On the flip side, when consumer trust is broken, more than three in four will immediately stop purchasing or recommending a brand, and almost the same amount will opt-out of all brand communications.

It also shows that three in four marketers (77 per cent) rely on customer experience to engender consumer trust and then customer loyalty as a natural extension. However, more than half (57 per cent) of Australian consumers surveyed said they quit one or more brands over the past year because a brand didn’t live up to its customer experience promises.

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Study: 75% of Shoppers “Highly Likely” to Buy Via Social Media in the Future

Global data and measurement-driven media agency Essence has unveiled its first-ever social commerce report, which investigates the rapidly growing trend of consumers buying products and services directly on social platforms.

The report illustrates the significant opportunity brands have in social commerce, with three out of four people surveyed saying they are likely or highly likely to buy through social media in the future. Social commerce is forecast to account for 13 per cent of total ecommerce sales in China this year.

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Post-pandemic shoppers prefer in-store shopping

More than half of Aussie shoppers prefer an in-store brand experiences reveals a survey of more than 1,500 Australian and New Zealand conducted by Emarsys.

Another 31 per cent said they’d prefer to shop both in-store and online, meanwhile 10 per cent said they preferred shopping exclusively online.

The study also revealed customers’ major turn offs when shopping online. These included failure of free returns, items being unavailable at checkout, poor customer service experience, inaccurate product images or not seeing the item shown and difficult or lengthy returns process.

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Spotify brings podcast subscriptions to Australia

Spotify is rolling out its subscriptions for podcasts in Australia, after launching it in the US earlier this year. Podcast Subscriptions allows creators to publish content exclusive to their subscribers for a monthly fee.

So far, Spotify has 20 set price points for subscriptions with creators keeping 100% of revenue for the first two years. After this period Spotify plans to implement a 5% fee.

Spotify also gives creators access to the contact information of their paying subscribers so they can connect with them off the platform

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Small news publishers unite to negotiate payments from Google, Facebook

Small news publishers across Australia have united to negotiate collectively with Google and Facebook to secure commercial agreements with the tech giants for the supply of their news content.

The 18 small to medium news publishers, called the Public Interest Publishers Alliance, includes titles such as Australian Rural & Regional News, Australian Chinese Daily, Out in Perth, Q News, Time Out, and The Australian Jewish News.

Only small to medium publishers who produce public-interest journalism and turn over less than $10 million per year are included in the collective bargaining action.

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