Thursday, June 23, 2016

What is non-linear advertising & how can it help publishers?

What does non-linear advertising mean?

The term non-linear has been cropping up in media for years.
We used to consume media in a linear fashion - we would start watching an appointment-to-view TV show and sit there until it finished, because there was 'nothing else on'.
Likewise, we would purchase the day's newspaper and read it over the course of the day.
The internet has disrupted this model and we now consume media in a non-linear fashion, finding what we want, when we want it (as browsers).
Non-linear advertising implies the same level of consumer choice - we are no longer beholden to advertising, we are not passive consumers, we are free to say 'no'.
Our journeys of media consumption are complex and advertisers cannot be sure they can reach us in one place with the right message. Activity in one channel may affect other channels, and this effect can be hard to untangle.
Advertisers have to find ways to deliver advertising that consumers will actuallychoose. That means ads that are appealing and relevant to a customer, wherever they happen to be.
Non-linear advertising is therefore all about user-initiation, relevance and branding in the round - it's only well-developed brand propositions that shine through in every format and in the face of increasing consumer expectations.

Wednesday, June 22, 2016

Do digital marketing budgets in India reflect consumer behaviours?

With a population of over 1.3bn and rapidly rising income levels, India looks like an attractive market for Western brands.

Additionally, India has a large English-speaking population and uses many of the same websites and social networks as consumers in the West. 
This make India sound like an ideal place for Western companies looking for growth.
Before jumping in, though, it is good to know a bit more about the country's media landscape and what the competition is like for ad space. 
For example, how much time do people spend online in India? What offline media is most popular? And are there any channels which are overly crowded with advertising, or perhaps an opportunity to try an underused one?

Read full article here

Monday, June 13, 2016

What Trends Are Marketers Trying This Year?

Personalization can help drive engagement

US marketers are interested in trying several marketing trends this year, according to research. More than half said they are drawn to personalized and intent-based marketing. 

The survey from Pan Communications also revealed that 49% of US marketers are interested in trying persona-based marketing, and 41% of respondents said they’re interested in video and live streaming.
Though interest in virtual reality (VR) has been gaining momentum this year, only 11% of US marketers surveyed said that it’s a trend they’re interested in trying.
It’s not surprising that personalized marketing is top-of-mind for many marketers. Personalization can drive engagement and conversions.
Furthermore, just under half of respondents said personalized or enriched content made for more timely and relevant interactions—which, presumably, are themselves a way of boosting response and engagement rates. More than two in five also agreed that personalized content converted more customers.
However, personalizing content can be challenging. February 2016 research from Demand Metric found that while technology can help marketers personalize at scale, a lack of it is also the biggest reason execs say they don’t personalize their content.

Sunday, June 12, 2016

How to Make Multichannel Marketing Work

Multichannel marketing can help brands reach their audiences 

As consumers spend more time across a broader number of devices and channels, the case for multichannel marketing has never been clearer. But few companies are capable of integrating the required data sources, technologies and departments to make omnichannel marketing work, as explored in a new eMarketer report, “Making Multichannel Marketing Work Four Tactics Required for Omnichannel Success.” 

Multichannel marketing can be defined simply as using multiple touchpoints to reach audiences. Given the general nature of the description, it is not uncommon to find it applied in vastly different ways. One marketer may describe the coordination of digital-only efforts as multichannel, while another might assume that merely maintaining a presence in multiple channels qualifies.

More seasoned marketers understand that multichannel marketing isn’t just about executing in multiple channels but integrating them. This more holistic, omnichannel definition that includes online and offline channels is now the norm, as are hopes for its implementation. (In this vein, eMarketer considers this type of multichannel marketing analogous to omnichannel marketing and uses the terms interchangeably throughout this report.) A September 2015 survey by the PR Council and Association of National Advertisers (ANA) found that a truly integrated marketing strategy was far and away the top priority of US senior marketers.
Full Article Here

Monday, May 30, 2016

2016 Retail and Consumer Products Trends

Trend #1: Brand entrants are more focused

New micro, digital-only companies are flooding the market, riding on mobile consumer channels and the proliferation of social media. These retailers distinguish themselves by their well-defined niches and clever, often rebellious, promotional strategies. For them, the product is less a commodity than an art form in which the customer participates.

Trend #2: Stores shrink

Foot traffic is on the decline in the U.S.: Retail store visits fell from 35 billion in 2009 to 17 billion in 2013, according to a PwC survey. According to the National Association of Realtors, at 47 square feet of retail space per capita, the U.S. has more retail square footage than any other country. Meanwhile, as sales per square foot continue to decline after decades of growth, retailers are reconsidering size in favor of productivity, measured by profit per square foot. More than likely, in the U.S. and around the world, this attention to productivity will increase as digital technologies enable more efficient use of square feet, as well as more consumer buying outside the store.

Trend #3: Giants personalize and localize

Few consumer products companies have a direct relationship with the purchasers of their products, even as robust data analytics allow personalization and localization, leading to ever more differentiated shopper segments. But bypassing their traditional retail partners — at least some of the time — in order to sell directly to consumers could produce hard-to-come-by growth for consumer packaged goods (CPG) companies.

Trend #4: “Frenemies” collaborate

Retail and consumer companies have always had a complicated relationship. They’ve partnered for decades, even as retailers have developed their own private-label brands to compete with manufacturers. Now that supply chains are more transparent, these “frenemies” are discovering more ways to benefit from growth opportunities together. The promise of margin improvements and cost cutting from supply chain efficiencies, for example, is behind the manufacturers’ and retailers’ recent efforts to share customer data, insights, and analysis. And performance-based trade promotions will become more routine as manufacturers ask retailers to help enhance the effectiveness of in-store product campaigns in return for sharing in gains from them.

Trend #5: Global brands embrace social issues

Of the top 20 brand leaders in 1999, only seven remain in the top 20 today, according to PwC’s Bonfire of the Brands, a 15-year survey of 200,000 consumers worldwide and their attitudes toward 6,700 global brands. Our 2016 CEO Survey also found that 52 percent of CEOs believe their customers choose brands not solely on price and features but also on the basis of social and environmental issues.
Orignal Article here