Social media use on the rise
Around 85% of Germans use social networks. While Instagram was the clear winner not so long ago, the big winner today is TikTok, as the latest digital report "Digital 23" by We are social and Meltwater shows. Last year, Germans spent around 23.6 hours per month consuming content on the platform. In terms of time spent on the platform, Instagram has definitely been replaced: users only spend around 8.5 hours a month on the meta-platform in comparison. * So is TikTok unstoppable? Not quite: the growth refers to the period from the beginning of 2022 to the beginning of 2023, but the curve is not all upwards.
Nevertheless, due to their high usage duration and popularity, social networks play a significant role in the advertising behaviour of retailers and are often used in a balanced cross-media strategy. Our expert Jens Schwendicke, Director Account Management Cross Media: "Social networks are of course omnipresent and offer a wide range of opportunities for communicating offers. However, opinions are divided among consumers: While 45% of Germans feel that the frequency of offers is just right and 12% would even like to see more offers, there is also a significant proportion of users who find advertising on social media annoying, as our Uplift Vol. 1 study shows."
Should retailers rely on the rising star TikTok? "That's a question of the target group and the holistic communication strategy," says Jens Schwendicke. "TikTok in particular is a consultation-intensive medium that our experts are happy to support customers with."
*(Digital 2022 Report Germany by Hootsuite and We Are Social)
ChatGPT
The chatbot ChatGPT, which is based on artificial intelligence, has been the talk of the town for around two months and is used in various areas. Answering questions, automating processes and generating texts is easy for the AI. So does ChatGPT also have a noticeable impact on offer communication?
On the occasion of the 4.0 release, we asked our ChatGPT-enthusiastic expert Kai Krempin, Director Geo-Solutions & Marketing, how he assesses the relevance of ChatGPT for quotation communication. He in turn made it quite easy for himself - why not ask the artificial intelligence itself? ChatGPT 4.0 provided us with the answers:
How can ChatGPT be used to revolutionise offer communication? ChatGPT can revolutionise offer communication by enabling companies to create personalised and creative advertising content, develop multilingual advertising campaigns and optimise advertising copy.
What advantages does Chat GPT offer compared to traditional communication channels such as email or telephone?
ChatGPT offers advantages over traditional communication channels such as email or telephone, such as scalability, 24/7 availability, personalisation, multilingual support, speed, analysis and optimisation. These advantages can help companies to better reach their customers, increase their customer satisfaction and improve their efficiency and effectiveness.
Does Kai Krempin share this opinion? "ChatGPT definitely brings disruptive ideas and approaches. However, successful offer communication is always based on intelligent recommendations - we're a few years ahead of ChatGPT in that respect ;)."
As is so often the case with trends, ChatGPT also requires a close look - even AI is only as good as its programmer. ChatGPT is therefore fed with information that also allows for sources of error and does not always produce the right result.
Addressable & Connected TV
By intelligently linking data, creation and media, Addressable TV (ATV) bridges the gap between TV and digital. The combination of high TV reach and advertising impact is complemented by digital, targeted targeting, thereby reducing wastage. While addressable TV operates in the area of linear television, connected TV (CTV) offers the same advantages in the world of streaming services and media libraries. Acceptance is independent of age and gender - what is more important is openness to new technologies, as planung&analyse found out. **
"Addressable and connected TV offer numerous opportunities to address consumers in a target group-specific and individual way, e.g. at postcode level or according to individual preferences. Thanks to the possibility of interaction, ATV and CTV are perceived very prominently by viewers," explains Jens Schwendicke.
What could possible advertising formats look like? "An exciting example is the integration of a microsite that the user has to actively access via the remote control in order to get to an individual coupon - the coupon ensures that the user can also derive a clearly recognisable benefit from the microsite, while the advertiser is given the opportunity to include additional information. The level of interaction naturally also ensures a very high level of awareness."
Curious? Our cross-media experts will be happy to advise you.