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DigitasLBi promote Pipa Unsworth to CPO and discover that China are currently surpassing the U.S in mobile commerce

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DigitasLBi announced yesterday that they had given the position of chief product officer to Pipa Unsworth, ex deputy managing director of the global marketing and technology company's rival agency; Syzygy. Throughout her career, she has also held positions in senior leadership at Oracle (which was then known as Siebel Systems) and Pegasystems (which traded during her tenure under the name Prime Response). She joined Digitas back in 2007 and will now be responsible for encouraging all of the agency's clients (which span across 40 offices in 25 countries) to adopt their Marketing Cloud solutions. She was previously responsible for the planning and management of the agency's global CRM system rollouts.

Unsworth Digitas back in 2007 and will now be responsible for encouraging all of the agency's clients to adopt their Marketing Cloud solutions

Global CEO of DigitasLBi, Luke Taylor, says that Unsworth earned the role because she has been a part of the agencies leadership team for many years, in which time she has “Successfully embedded new service offerings and strategic programmes across international offices.” He believes that with her “Combined consulting, marketing and product experience,” that she is in a unique position to further develop and push the Marketing Cloud forward amongst their “Key clients.”

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Pipa Unsworth

DigitasLBi have also recently been conducting online surveys to further understand worldwide online shopping habits, and have discovered some truly shocking statistics in the process. It would appear that China is leaving the United States in the dust in terms of mobile commerce, with a staggering 7 out of 10 smartphone users in China having used their phones to make a purchase in the last 3 months, compared to 6% in Belgium, 13% in France and (surprisingly) only 22% in the U.S. The online survey was conducted throughout 12 countries between the 2nd of February and the 28th of March among 12000 adult web users; 1000 from each country. The countries surveyed were mostly European nations, but also included Singapore, China and the U.S. These numbers might seem surprising, but China has been experiencing greater affluence of late, as well as greater access to mobile internet and high-speed broadband. According to Digitas mobile lead Chia Chen in fact, the country will completely overtake the States in e-commerce spending on any device by 2016.

A staggering 7 out of 10 smartphone users in China have used their smartphones to make a purchase in the last 3 months

The survey also discovered that 43% of those surveyed shop online via a computer or tablet, and 67% do research on products online before they hand over their money. These are, of course, not surprising statistics, but in many countries, it would appear the opposite practice is more popular, with 88% of Swedes admitting to 'show-rooming' products before buying them cheaper online. More than anything though, the 'Connected Commerce' survey reveals the true power of social media advertising: It was discovered that 80% of Chinese shoppers admitted to buying products from brands they followed on social media, and considering the world's most popular social media site (Facebook) is blocked in China, that's seriously impressive!

Official DigitasLBi Website

Benjamin Hiorns is a freelance writer who hasn't used a retail store for anything besides groceries in about 5 years. Wave of the future baby! The Chinese know where it's at!

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