Friday, October 24, 2014

Why Marketing Tech Investments Will Change in 2015

Marketers look to improve customer service, satisfaction with technology 

The importance of marketing technology will only get bigger in 2015, based on an August 2014 study by Econsultancy in association with Teradata. The research noted that the demand for technology was growing thanks to marketers’ continuing prioritization of personalization and customer centricity.

Indeed, marketers worldwide were all about the consumer when asked about technology investments. Improving customer service and satisfaction was the primary reason for putting money toward new technology, cited by 62%. Increasing customer retention and providing a better customer experience also scored high marks. Meanwhile, respondents were less focused on purchasing new tools to increase return on investment or save a few dollars in the end. Marketers are aware that integrating technologies is just as important as acquiring the right ones. When evaluating new tools to invest in, nearly half of respondents said it was critical for them to be able to fully integrate the new with the old. This makes sense when one considers that 40% of respondents’ workflows weren’t as efficient as they needed to be because technologies they used didn’t work in tandem and that 31% and 28% lost time and accuracy to data integration issues, respectively. Privacy and data security were also key when deciding where to invest. However, Econsultancy noted that these were more in the IT and tech domain, suggesting marketers’ attention would be better focused elsewhere, such as on purchasing easy-to-use technology that didn’t require IT involvement. Despite its importance, technology grabbed just 16% of digital marketing spend, on average, with around half of respondents saying this was included in their budgets. 


Thursday, October 23, 2014

The Content Is Out, but Where's the ROI?

Less than one-quarter of B2C marketers can measure content marketing's return on investment 

There’s no doubt that business-to-consumer (B2C) marketers are using content marketing. In an August 2014 study by the Content Marketing Institute (CMI) and MarketingProfs, 77% of B2C marketers in North America reported doing so. And responses indicated that marketers were getting more effective at the tactic: 37% said their organizations were effective at content marketing, up from 34% last year and 32% three years ago.

What metrics are most common for evaluating content marketing success? Website traffic remained the most popular metric for assessing content efforts, cited by 62% of B2C marketers. Fully 54% of respondents looked at sales, and conversion rates arrived on the scene. Actual time spent on the website and qualitative feedback from clients fell in importance.
Still, B2C marketers surveyed were struggling to measure content marketing efforts. Just 23% said they were successful at determining return on investment (ROI). In comparison, 32% of respondents were unsuccessful, and more than one-fifth weren’t even trying to track ROI. Similarly, measuring content effectiveness was the top content marketing challenge, cited by 51% of respondents.
Results from April 2014 polling by Forrester Consulting are in line with this. Among US digital marketing decision-makers studied, 52% cited challenges measuring ROI as a hurdle to content marketing—the second-highest response.

Wednesday, October 22, 2014

Where Can Digital Video Ads Have Consumers' Attention? Smartphones

Digital video advertisers that want to grab viewers’ attention, take note: The device on which a consumer views video ads matters far more than mood or location—or even the content genre. According to July 2014 research by YuMe and IPG Media Lab, smartphones have the biggest influence on attention, followed by tablets and then PCs.

Purchase intent benefitted from high video attention on mobile devices. Among US internet users who viewed pre-roll video ads on a smartphone—a group that’s often on the go—64% of those who were highly attentive planned to purchase the product advertised. In comparison, just 23% of smartphone viewers who paid little attention intended to buy. Interestingly, while there was a correlation between attention and purchase intent on tablets as well, 37% of those who viewed pre-roll ads on tablets with low attention still planned to buy the product advertised—more than the low-attention audiences for PCs and smartphones.

Smartphones are increasing their share of digital video ad views. Q2 2014 research from FreeWheel found that, while desktop and laptop computers still grabbed the large majority of digital video ad views served in the US on the source’s platform (76%), this had dropped 3 percentage points since Q1 2014 as a result of smartphone views. Between Q1 2014 and Q2 2014, the smaller screen grew its proportion of total video ad views from 11% to 13%.

For now, PCs still rule the field when it comes to digital video ad views, but as smartphone viewers prove to be more attentive—and purchase intent continues to rise as a result of ads on such devices—users should be prepared to see more video ads popping up on their phones.


Tuesday, October 21, 2014

Frito-Lay Turns to Social Media to Pick New Chip Flavor

In the second "Do Us a Flavor" campaign, consumers in the U.S., U.K., and Canada submitted potential chip flavors, and used hashtags to vote for their favorite finalists.
For Frito-Lay's second "Do Us A Flavor" campaign, the snack chip brand once again looked to boost social media engagements by asking customers to help them choose a future flavor.
The vote, which comes to a close today, has been tallied via hashtags on Twitter, Instagram, and Vine, as well as online and through text messages.

Monday, October 20, 2014

Embracing Technology Leads to Business Success [Study]

After surveying marketers and rating their businesses, Forrester Consulting found that those who qualify as modern marketers are more likely to exceed their revenue goals and become industry leaders.

There's a strong correlation between being a "modern marketer" who embraces technology and greater business success, according to a new report by Forrester Consulting entitled, "Why You Need to Be a Modern Marketer: The Business Impact of Marketing Maturity in the Age of the Customer."
In the study commissioned by Oracle this past spring, Forrester Consulting surveyed 492 senior marketing executives from the USA, U.K., Germany, and France regarding the role of technology in their marketing habits. The marketers were graded on seven criteria and classified into four categories: novice, developing, experienced, and modern marketers. Most of those surveyed fell in the middle; only 11 percent were classified at the top as "modern."
Of the top scorers, 44 percent reported exceeding revenue goals by 10 percent or more, compared with 23 percent of their peers.