Wednesday, July 31, 2013

22% of marketing emails fail to reach the subscriber's inbox: report

Almost one in five (22%) commercial emails sent globally on the first half of 2013 never made it to the subscriber’s inbox, according to a new report from Return Path.
This means that billions of messages sent with the intended recipient’s permission were either bumped into the spam folder or, more commonly, didn’t reach the inbox at all.
Furthermore, the global inbox placement rate actually declined slightly versus the first half of 2012, dropping 4% year-on-year.

Obviously on the plus side the good news is that 78% of marketing messages do reach their intended recipient.
Deliverability is one of the topics covered in our Email Marketing Census 2013. According to the responding companies (58%) clean and up-to-date lists have the biggest impact on improving deliverability, and this has increased by 4% since 2012.
The next most cited factors are relevance of email to recipients (45%), reputation of sender (44%), and use of confirmed opt-in data (30%).

What Data Are Marketers Analyzing?

The importance of cross-channel activity keeps rising, with nearly three-quarters of companies worldwide analyzing interactions between different online channels, according to a survey by research firm Econsultancy and data consulting company Lynchpin. More companies also paid attention to social data in 2013, at 63% of respondents, up from 56% the previous year.
Fewer marketers were interested in customer survey data and third-party market research, suggesting that internal digital resources may be providing much of the info marketers are seeking.
That being said, 64% of marketers still paid for online surveys of customers, a slight 2-percentage-point decrease from 2012. Forty-four percent also paid for social listening tools, pointing again to the increased importance of social data.
And organizations reported putting slightly more resources to data analysis this year, with 45% of respondents dedicating two or more employees to the effort, up from 41% in 2012.


Nivea Uses Humor to Get Men to Face Grooming Facts

Nivea Creme
As personal care brands expand their offerings to men beyond the basics of body wash, shampoo and shave cream, they are thinking differently about how to engage the male shopper, who can be overwhelmed by choice and underwhelmed by traditional advertising.
Nivea Men, a skincare brand from Beiersdorf AG, used the knowledge it gleaned from consumer research showing that men found shaving to be irritating to their skin. The company created an eight-episode online comedy series that became the backbone of the brand’s digital campaign. Nivea partnered with Break Media, which creates online digital content targeted to men to create the series, called “Just Face It.” It featured comedian Damon Wayans, Jr., living through daily irritations such as enduring annoying co-workers and dealing with overcomplicated technology.

Tuesday, July 30, 2013

Mobile Takes an Increasing Share of Email Opens

Email remains one of the most critical marketing channels—if not the most exciting. And as more consumers access on mobile, there is a growing imperative to make sure emails are smartphone- and tablet-optimized. However, that doesn’t mean marketers can forget about the desktop just yet.
In May 2013, research from marketing solutions provider Harland Clarke Digital found that consumers primarily in the US used the desktop to open 55.2% of business-to-consumer (B2C) and business-to-business (B2B) marketing emails. The smartphone took one-quarter of email opens. And when adding in the tablet, mobile’s share of exclusive email opens rose to nearly one-third. There was also some frequency of consumers accessing the same marketing email on two or more devices.

Selling on Social Media [INFOGRAPHIC]

Eight great examples of agile marketing from Oreo

Oreo cookies: the agile marketing experts
In recent months, we've seen lots of brands launching real time campaigns in response to national events, producing great opportunist campaigns.

Good examples include, Golden Wonder's fast reaction to Sir Alex Fergusan's retirement, and the Bodyform Facebook response.
One brand that seems to have mastered this agile marketing technique is Oreo - consistently firing out responsive creative.
So what's the secret?
According to the Econsultancy's Modern Marketing Manifesto, it's the ability to be responsive and adaptive, to be flexible and embrace change.

Monday, July 29, 2013

Pinterest Users, Brands Benefit from Rich Pins Upgrade

Pinterest, the bulletin board style website that allows users to create and manage content that is relevant to them, recently got an upgrade. In the past, the disorganization and lack of live links from the site have caused users (and businesses) to complain about the availability of items, recipes and reviews. Recent updates have all but eliminated this troublesome issue.

Pinterest alone drives more referral traffic than Google+, Linkedin and Youtube combined. However, broken links don’t allow users to find the original source of the items they were pinning.
Introducing: Rich Pins
  1. Rich Pins are a tool for businesses to drive traffic and business to their sites.  The Rich Pin provides the pinner with more immediate information regarding that pins origin, ingredients, price and reviews.
  2. Rich Pins are categorized by product, recipe or movie. Once you figure out which category/categories your brands belong in you can embed links to the rich pins to drive traffic to your site.
  3. Brands hoping to drive e-commerce can include direct links to the product, pricing information and availability, allowing sales to come directly from Pinterest.

Nielsen Reports Ad Spend for Internet Up 26 Percent in Q1 2013

Media Nielsen Year to Date
Nielsen’s report about ad spending in Q1 of 2013 tells a familiar story.

The gist is that Internet ad spend continues to grow at a much larger percentage rate than any other sector. As it relates to overall spend, however, TV is still king, by far, with 59% of that overall spend. Just take a look at the image to the right.
So TV is still the biggest kid in school. Well, the Internet space is going through a serious growth spurt. It won’t catch up to TV any time soon but it’s would be hard to argue that there isn’t a real paradigm shift under way. What this will look like in 10 years is anyone’s guess. Will this pattern in the chart below still exist?
What might surprise some is the 18% share that newspapers has. It’s only area of real growth, though, is South America. That’s good but not enough to feel like there is still hope.


Sunday, July 28, 2013

Email Leads Real-Time Marketing Channels

Marketers are beginning to focus on getting out real-time messages that respond to what consumers are doing “now.” According to an April 2013 survey from the Direct Marketing Association (DMA), on behalf of Neolane, a real-time marketing technology provider, 77% of marketers in North America said real-time personalization was a high priority.

While there is still some question as to what marketers mean when they talk about “real-time marketing,” the survey found that definitions are crystallizing around one primary idea of “dynamic personalized content across channels.” Subscribed to by 43% of marketers, this response had a 30-percentage-point lead ahead of the next most popular definition.
For now, though, even if marketers are beginning to understand real-time marketing, it is still much easier to harness certain channels over others.

Saturday, July 27, 2013

Social logging in – G+ making some ground, but Facebook out in front

Gigya analysed which networks users log in with when they use social login, across Gigya's client base. The data showed that, while Facebook is still largely the dominant identity provider, Google/Google+ has made consider gains. 

You can see how this differs between sectors. With ecommerce sites much more likely to use Facebook graph than any other log in.
Sharing data reveals that Facebook again is the largest force but Twitter and Pinterest have become quite prevalent sharing destinations as well. In fact, in ecommerce, Pinterest actually receives more shares than Facebook. 
It could be argued that a Facebook share is worth more than a pin, but obviously a lot of the value of a share depends on influence of the user.

Friday, July 26, 2013

Consolidation of Mobile Payments Landscape Will Drive Uptake

The mobile payments landscape remains fragmented and continues to rapidly evolve, with multiple stakeholders working to get a piece of a multibillion-dollar opportunity, according to a new eMarketer report, “Mobile Payments: An Updated Forecast, Early Successes and Visions for the Future.”

Payment processors, tech firms, mobile carriers, banks, credit card companies, retailers and startups are all working on a variety of strategies and technologies that aim to make mobile payments a part of everyday life.
According to a January 2013 study from Chadwick Martin Bailey, 50% of US smartphone owners reported familiarity with the concept of mobile wallet technology, with 16% of that group reporting having used the technology in the past six months. While that is relatively low usage, 22% of those already familiar with mobile wallets from CMB’s study said they were planning to use them in the future.

Mobile marketers must reach for the stars

The success of mobile as an advertising medium depends on shifting people’s perceptions about what advertising looks like.

Consumers want choice, control and relevance if they are going to interact with a brand. If an ad’s easy to ignore, it will be; if it intrudes upon consumers’ content, they’ll naturally start to resent the brand that’s interrupting them.
Give mobile users choice over whether and how they view an ad, however, and brands can achieve the recognition (and even the affection) that traditional mobile advertising has so signally lacked.
A new generation of mobile ad formats is doing exactly this, and by empowering the consumer to choose whether or not to engage with advertising, is achieving stellar results in consumers’ brand recall and perception.

Thursday, July 25, 2013

Extending Shareability to Shoppability.

To know more on how your brand can enable SHOPPABILITY, engage us.

Social Media Drives a Small Share of Online Consumers to Retail Sites

Digital resources have upended the traditional linear path-to-purchase model, with consumers now relying on a number of resources to shop for and purchase goods online. Social media has certainly played a role in that process, but research from L2 Think Tank found that little traffic was flowing from social media to retail sites.

Among all traffic sources, search engines dominated, leading 35.5% of traffic to retailers, followed by direct web browsing (33.9%), referrals (18.4%) and email (8.7%). Social media pushed 2.4% of traffic, above only display ads, which led 1.1% of visitors to retail sites.

Wednesday, July 24, 2013

Pinterest Bests Facebook on Ecommerce Content Sharing [Study]

Online retailer sharing is Pinterest's game now. The social network provided the most shares in the ecommerce category with 41 percent, compared to 37 percent for Facebook and 17 percent for Twitter. Pinterest is also strong among travel and hospitality sites, following behind Facebook's 58 percent with 19 percent of all shared content.

"Pinterest's sweet spot really is in e-commerce. Pinterest users tend to pin items that they want to purchase later or that they've already purchased. A number of Gigya ecommerce clients cater to largely female audiences, and so does Pinterest, which could be one reason why Pinterest has such a heavy presence in e-commerce sharing," said John Eklaim, vice president of marketing at Gigya.
Facebook is still the dominant provider of social logins and shared content but other networks are gaining favor as users seek variety in their social activity.

Variety of Sign-In Options Still Key for Social Logins

User management platform Janrain has studied for several years social network users’ preferences regarding social sign-in on other publishers’ sites. Social sign-in has proved important to a variety of publishers, including media and entertainment sites that want to encourage sharing, as well as retailers that want to boost conversions by making checkout as seamless as possible.

And as Facebook rose to become the top social network in the US and around the world, it quickly outpaced other social and portal site logins as the top choice for consumers—though a majority still prefer some login other than Facebook, and Facebook’s dominance has dwindled since Q3 2012, the only time it took a majority share in Janrain’s worldwide survey.
Google seems to be keeping hold on a solid third of the market for sign-ins, and while Yahoo!, Twitter and other services have lost share over the years, together they still account for 19.4% of users’ sign-in preferences as of Q2 2013.

Multiscreen Availability Key to Successful Subscription Content

In their ongoing quest to build profitable and sustainable businesses around digital media, content owners are increasingly turning to subscription models. Although a sizeable portion of the target audience remains unwilling to pay for online or mobile content, many consumers are beginning to accept the idea that quality comes at a price.

Consumers’ expectations of multiscreen access are helping fuel growth in subscription models. From the end user’s perspective, the implied bargain is something along these lines: “If I’m going to pay a monthly fee to read the news or watch my favorite TV show, I expect to be able to access it on my laptop, tablet, smartphone, connected TV or any other device I choose.”

Tuesday, July 23, 2013

Rich media mobile ads are four times as effective as banner ads

Rich media mobile ads are up to four times as effective as standard banner ads in terms of clickthrough rate, according to a new report from Opera Mediaworks.

The study also found that in-app mobile ads are an average of 1.7x more effective than ads on the mobile web.
Rich media ads achieved a CTR of 1.53% when displayed in an app and 1.12% on the mobile web. In comparison, standard banner ads achieved CTRs of 0.39% and 0.32% respectively.
It stands to reason then that Opera also reports that rich media ads are becoming more popular with advertisers.

Brands Must Combine Paid, Owned, and Earned Media

Consumer behavior is undergoing a rapid change. The person who yesterday “surfed the web”  today flits across a panoply of screens, sites, channels, and devices, often simultaneously, or very near so. Logos pervade consumers’ lives, from the programs they watch to the billboards they pass, to the clothing they wear. The average person sees some 3,000 brand impressions every day. The media and information they consume might originate in traditional media, social media, advertising, or — with increasing frequency — a hybrid of all three. Consumers rarely pause to note provenance. Media are a veritable blur. The primary quest is for information, entertainment, or shopping. The goal is simply to find the “right” media, be it paid, owned or earned, along this highly dynamic customer journey. Brands are challenged to intercept this elusive customer and cut through the media clutter, regardless of whatever channel or medium consumers are engaged with. Converged media will happen and is happening; if marketers do not take action, the effectiveness of marketing efforts will suffer.

Monday, July 22, 2013

Retailers, CPGs Using Big Data Analytics to Outperform Others

Retailers and consumer packaged goods companies that are applying big data analytics to better understand consumers and adjust to their needs are outperforming their competitors who don’t, according to a pair of studies released today by IBM.

“These studies show that no matter where you sit in the retail ecosystem, big data can have tremendous impact on your success,” said Jay Henderson, strategy program director, IBM Smarter Commerce. “Leading retailers and consumer packaged goods suppliers are increasingly looking to the consumer to inform better business strategies. By using data analytics, these top performers are more in tune with retail trends that turn market opportunity into market leadership.”

The new IBM/Kantar Retail Global CPG Study of over 350 top CPG executives revealed that 74 percent of leading CPGs use data analytics to improve decision making in sales compared to just 37 percent of lower performing CPGs. By the same token, the new IBM study of 325 senior retail merchandising executives, conducted by IBM Center for Applied Insights in conjunction with Planet 

Why You Should Be Doing Mobile Marketing

Marketers in recent years have sought to understand consumer mobile usage in order to most effectively leverage this newest marketing channel. Research released by eMarketer recently shows that mobile usage has been steadily rising among U.S. adults over the past several years, with Americans spending an average of 1 hour and 22 minutes per day on their mobile devices in 2012 (up from 54 minutes per day in 2011).
emarketer media data 1
Average Time Spent per Day with Major Media, via eMarketer
Additionally, according to a World Bank study released last year, over 75% of the world’s population has mobile phone access – meaning that marketers can now target previously untargeted areas.
As a personal, pervasive asset that the majority of adults in the developed world have access to, mobile phones provide the marketer with a closeness to the consumer that has never before been possible. Mobile marketing gives marketers the ability to connect with their consumers at the right time, at the right place and with the right offer.
Mobile marketing budgets have seen a rise in recent years as the desire to engage with customers on a more personal level increases. Brands are embracing mobile marketing in order to act on customer insights that have been derived from market research. It is vital for marketers to make sure that the messages being sent through these new mobile marketing campaigns are effective, driving engagement and conversion rates.

Personalization: The Key To Effective Mobile Marketing

Mobile marketing strategies have evolved in accordance with technological advances, and sophisticated mobile usage data, and location-based ad targeting technologies have enabled marketers to reach consumers in more personalized ways than ever before. There are a variety of ways in which to incorporate some level of personalization into your mobile marketing strategy, including:
  • Location-Based Advertisements. If someone using a local app (say Foursquare) has indicated that they are visiting the local cinema (via check-in), an in-app advertisement for the ice cream parlour two doors down may be activated. Serving ads relevant to the consumer’s current situation is becoming vital for successful marketing.
  • Gamification Efforts. Brands have to work much harder these days to keep their customers interested, and the “fun” aspect of mobile devices is being leveraged for this very purpose. Games are one way in which marketers are engaging consumers via mobile; large brands such as Starbucks and Dominos Pizza are keeping customers engaged while they are within the company’s app, and this encourages the customers to return to the app more frequently.
  • Customer Loyalty Offers. Apps are being used to keep customers loyal to a brand through deals and competitions. A consumer’s actions through the app are used to trigger personalized offers that suit the customer’s needs. A purchase of a new printer, for example, may trigger a discount code for paper or for ink for the printer.
Personalization is the key to mobile marketing success and is the main driver of mobile marketing campaigns. As Mark Tack, vice president of marketing at Vibes, Chicago, recently put it: “When marketers deliver personalized and targeted content to their customers, it will ensure the highest chance of engagement, transaction and loyalty, and a far more valuable brand experience.”