FWM Digital Bytes

Welcome to FWM Digital Bytes, where we discuss all the biggest digital marketing and digital media news doing the rounds. This week, we look at Siri’s popularity, Google+’s new TV advert and Domino’s million-pound app…

You can’t be Sirious

How many people actually use Apple’s much-vaunted Siri software? And how reliable is it? These are questions that Park Associates wanted to know the answer to, so they conducted a survey – and the results make for interesting reading. Generally, the voice-recognition software is well-liked by iPhone users, with 70% claiming to be satisfied or very satisfied with how the software runs. However, when asked if they’d like to see it introduced to other electronics, such as TVs, only 37% said yes. Though no official announcements have been made by Apple on the possibility of introducing Siri to TV, it is widely known that the company is looking to launch their own TV this year, and it’s hard to image such a set without voice recognition built-in. Should it happen, John Barrett, Director of Consumer Analytics at Parks Associates, says Apple would have to work out some of the software’s glitches for it to truly gain traction. “People are expressing some reservations about Siri that could impact its popularity on other platforms,” Barrett explained. “Some said Siri didn’t work well against background noise. Others said it had trouble understanding commands. These problems could be amplified in a noisy living room, where the main TV would be located.” Siri is currently only included on the iPhone 4S and is not included on the latest iPad.

Tune in, Log on

Also turning their attentions to television are Google, who this week announced plans to roll out TV adverts for Google+. The company have already run campaigns for their Chrome browser, but this would mark the first time they have turned to TV to promote their social network. Speaking to Marketing, director of consumer marketing for Google EMEA Obi Felten, said: “TV works really well with online advertising, as it drives search queries and performs well on YouTube. We are a data-driven company, so if it works we will use it. We always use online advertising but often that is less visible so once in a while we will use offline.” So what can we expect from the ad? Felton added that, like the Chrome campaign, the emphasis will be on storytelling and emotion. “The campaign demonstrates how it [Google+] is used in real-life situations to show how the product can add value…and to tell a beautiful and emotional story on TV.”

Google building third party comment functionality?

Google’s battle with Facebook looks set to continue as news has emerged that the search giant is looking to build a third-party commenting platform. The Next Web writes that the proposed development was discussed along with a range of new Google features at an event the company hosted in Saudi Arabia last week. According to TNW, “the Google comment system…will have deep links to Google’s network of services and websites, indexing comments in Google Search, and most significantly, the system will be available for use on third party sites.” The move would integrate the user more deeply with Google’s products and give wider visibility to Google+. There could also be ramifications for search engine optimisation, with many already speculating that publishers using the commenting system would enjoy greater visibility in the SERPS. Google themselves have declined to comment.

Thanks a million!

Domino’s Pizza has revealed that e-commerce account for just over half of their overall revenue. On Wednesday (March 28th), the company reported that year-on-year sales have risen by 9% to £144.2m and that 50.6% (£59.3m) of that figure came from e-Commerce. With 520,000 fans on Facebook, Domino’s have fully embraced the digital age and recently put together its first Facebook-centred TV ad. The campaign will offer free cookies to followers who spend more than £10 on pizzas. The strategy has paid off for them, and along with the rise in e-commerce sales, Domino’s also announced that sales on their mobile app hit £1m in a week for the first time recently. Lance Batchelor, chief executive of Domino’s, said: “We may have a softer comparative for the second quarter of the year, but we will not be taking our foot off the accelerator. We have a number of marketing initiatives and other programmes aimed at ensuring our franchisees can profitably grow their business in the coming months.”