Tuesday, July 29, 2014

Connecting the Dots: Consumers Mixed over Connected Future

Onde fica a internet?  ~  Where is the internet?
The premise of the internet of things (IoT)—that everything can and will be connected—is by turns enticing and intimidating. Who wouldn't want the ability to cool a room before returning home or have the oven start to cook the evening meal remotely? What business wouldn't want to keep closer, more up-to-the-minute tabs on inventory thanks to stock items that can communicate levels and whereabouts? 

On the other hand, the prospect of having to, in effect, “reboot” an entire home or warehouse when a virus strikes or the internet glitches is an unwelcome extension of the challenges consumers and enterprises already face daily with their various computing devices, according to a new eMarketer report, “Key Digital Trends for Midyear 2014: The Internet of Things, Net Neutrality, and Why Marketers Need to Care.” 

Email: The Old Kid on the Block's Still Got It

Email’s not dead. In fact, Q2 2014 research by Gigaom found that 86% of US digital marketers used email marketing regularly—the highest response rate out of all programs listed. 

On top of that, the June 2014 report detailing the survey results, underwritten by Extole, called email “the digital marketing workhorse,” meaning it was effective—and often considered the single most effective—for reaching all goals, including awareness (41% of respondents), acquisition (37%), conversion (42%) and retention (56%). 

Monday, July 28, 2014

Ready or Not, the Internet of Things Is Coming

Onde fica a internet?  ~  Where is the internet?
Think the net neutrality debate is all about streaming videos? Think again. It’s actually much more than that: It’s about streaming your life. Internet connectivity might seem ubiquitous today, between the use of PCs, mobile devices, and smart TVs, but there are major swaths of daily life that aren’t connected yet that soon will become so, such as homes and cars, according to a new eMarketer report, “Key Digital Trends for Midyear 2014: The Internet of Things, Net Neutrality, and Why Marketers Need to Care.” 

SEM the Most Effective Acquisition Channel for 85% of Retailers [Survey]

A study by Shop.org and Forrester Research shows 85 percent of retailers surveyed said search marketing (including paid and SEO) was the most effective customer acquisition tactic. And, the research showed paid search was the channel most heavily invested in.
PPC drove more revenue in 2013 than 2012, according to 76 percent of survey respondents. For 19 percent of the respondents, paid search accounted for more than 50 percent of their marketing budgets.
Even with the glowing reviews for paid search, Shop.org's executive director, Vicki Cantrell, said retailers should expand their horizons. 
"While much of the ground work has been laid for perfecting paid search and how well it works for retailers' customer acquisition goals, the fact of the matter is that retailers still have plenty of opportunities to learn more about their customers' needs."
Display ads were seeing a comeback as well. From the announcement:
Display ads are seeing something of a resurgence: specifically remarketing, retargeting, and behavioral targeting ranked among retailers' leading customer acquisition tactics, and display ads now collectively rank as the second highest area of marketing spend behind paid search.
Vice president and principal analyst at Forrester, Sucharita Mulpuru, said the renewed interest in display advertising makes social a more viable option for acquisition.
"Thanks to the effectiveness and renewed budget focus on display advertising, Facebook cannot be counted out from a retail advertising stand point. People think of Facebook as a social network, but in reality it's another medium for personalized display advertising – likely explaining why Facebook has surfaced so high in planned budget spend this year."
Organic traffic was also mentioned as an effective channel, with 41 percent saying so. The announcement said retailers were investing more in organic this year than last, among other tactics like affiliate programs and remarketing. 
You might remember another study back in June 2013 from Custora that showed the organic acquisition channel held the most value over time (i.e., customer lifetime value) for ecommerce sites. 

Saturday, July 26, 2014

3 Types of Experiential Customers

Unevolved Brand #95
The great thing about experiential marketing is that it allows consumers to become active participants in the marketing effort and a brand gets to interact with the consumer directly, face-to-face. A new stat says 78% of millennials are more inclined to become part of a brand if they experience the face-to-face interaction of experiential marketing. There are three challenging experiential customers: the non-loyalist, the independent spirit, and the tastemakers.
The Non-Loyalist
Sample Queens

Usually hear them saying:
“Ooooh samples!” or “I’ll try anything if it’s free.”