Saturday, November 30, 2013

Effective advertising helped deo brand: ITC

English: Logo of ITC Limited
Despite a late entry in deodorant segment, FMCG major ITC believes it has made up for lost time with its ‘effective’ advertising strategy for Engage brand.
Within a few months of launch, Engage has turned out to be the leading deo brand in a metro like Kolkata, claims Nilanjan Mukerjee, Head - Marketing, ITC.
Engage is pitted against established brands such as HUL’s Axe and Raymond’s Park Avenue.
“Since we entered the deo category from scratch, we have been in search of a differentiator as the category is cluttered. The top five brands have already captured 25 per cent of the category and so we had to be effective with our advertising campaign. Our campaign was capped at 15 seconds with ‘playful chemistry’ as the theme,” says Mukerjee.

Real Time Marketing: How Brands Can Prepare And Succeed

Real-Time Marketing

1. Breaking News

The most reactive form of real-time marketing is responding in a legitimate, relevant manner to unanticipated breaking news. This is often the most spontaneous, challenging and difficult type of RTM that a brand can face.
Big DataAdvance preparation is all but impossible, and very frequently, breaking news isn’t good news, so an acute degree of sensitivity is called for. The requirement is often not just getting a polished message out in a short period of time in reaction to a news event, but also following the arc of a story as it unfolds. “Real time” can last many hours, days, or even weeks or months.
Examples: The BP Gulf oil spill; airlines reacting to the Icelandic volcano eruption; Boston Marathon bombing, etc.

Friday, November 29, 2013

Understanding the traits of online shoppers to drive conversions

Research has identified that just over 1% of an ecommerce site’s users contribute 40% of its revenue.

By analysing 950m page views from more than 123m website visits, the research found that whilst this 1.06% of total visitors generate four tenths of a site’s income, there are a further 20% of site visitors who will visit regularly, but never make a purchase.
So what are the traits of these very different consumers and how can you use this information to convince them to shop more, not less?

Sofa surfers

17% of website users visit regularly, but never purchase. Their regular viewing times of 9am to 11am and 1pm to 5pm suggest that they might be stay-at-home mums or non-working individuals with plenty of time on their hands to surf their day away.
They are twice as likely as your average site visitor to be surfing on an Apple device using the Safari browser and to be using a tablet. Geographically, these users tend to come from urban areas, although Londoners don’t seem to be as prone as others to this behaviour.

How to Convert One-Time Customers Into Repeat or Lifetime Customers

All great parties must come to an end. The same goes for your crazy-bananas high tide of seasonal sales extravaganza.
Client Conversions after Holidays
After the holiday rush is over, a hangover may set in, causing disorientation, grogginess, and denial that it all had to come to an end. But unfortunately, for many businesses, the numbers don't lie:
This time of year most marketers are focused on accentuating their business' peak traffic/conversion season. Your business may thrive in Q4 or perhaps in Q1.

Thursday, November 28, 2013

4 Cross-Channel Measurements Every Marketer Should Use

By now, you know that consumers don't interact with just one marketing channel on their path to conversion. Chances are, your company understands it can't develop and deliver marketing on only one channel if it wants to remain competitive. But are you still using old-school, one-channel metrics (CTR, impressions) to measure success?
A cross-channel marketing approach requires cross-channel metrics. Read on to learn about two specific metrics and two measurement approaches that will give you a better perspective on your cross-channel marketing effectiveness.
The Match Rate (or Identification Rate)
If you're going to engage in retargeting using display, Facebook or other channels, a key measure of success is how many people you'll be able to reliably identify on those channels.
More generally, if you're leveraging multiple channels, you need to understand exactly how many people you can identify for targeted content.
One company recently developed a technology to identify three times as many people on its site and across various digital channels. This one change tripled their identification rate, increasing the audience of people that can be nurtured.
Of course, you still need to be good at marketing to those people that you cannot identify, and you'll never be able to identify everyone. But with identity comes information, which allows a marketer to be more relevant and therefore more likely to drive action.

Wednesday, November 27, 2013

Retailers' Digital Ad Spending to Reach Record Levels in 2013

Ad spending, particularly on mobile, to help push ecommerce sales to record levels this year
Bolstered by growing ecommerce sales and time spent across digital channels, the US retail industry will grow its digital ad spending more rapidly this year than in 2012, according to new figures from eMarketer.

By the end of this year, eMarketer predicts, US retailers will have increased digital ad budgets by 15.7% to $9.50 billion, following growth of 14.5% last year.
Much of that spending can be expected to focus on drawing holiday shoppers, as the last months of the year account for a disproportionate share of retail revenues. eMarketer predicts 23.5% of all US retail ecommerce sales this year, for example, will take place in November and December, amounting to $61.8 billion. eMarketer estimates US retail ecommerce sales will grow 16.4% to $262.3 billion this year.
Retailers already spend more than any other vertical industry on digital advertising, and this year’s increases are expected to give the industry a 22.3% share of total US digital ad spending—identical to last year’s share. This figure is expected to fall slightly in coming years as the overall market grows slightly faster than retail.
Research suggests much of the incremental digital ad growth coming from retailers is going toward mobile advertising, particularly search, as well as select mobile display venues with large audiences and strong targeting, like Facebook and Twitter.
eMarketer bases all of our forecasts on a multipronged approach that focuses on both worldwide and local trends in the economy, technology and population along with company-, product-, country- and demographic-specific trends as well as trends in specific consumer behaviors. We analyze quantitative and qualitative data from a variety of research firms, government agencies, media outlets and company reports, weighting each piece of information based on methodology and soundness.
Additionally, every element of each eMarketer forecast fits within the larger matrix of all our forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas. Regular re-evaluation of each forecast means those assumptions and framework are constantly updated to reflect new market developments and other trends.

Read more

Advertisers Continue Rapid Adoption of Programmatic Buying

Advertisers are spending more than expected on real-time bidding, which is expected to account for a significant share of all display ad spending in the US this year and in the near future, according to a new eMarketer report, “Programmatic Advertising: Forecast and Future Growth Trends.”

The growth comes as programmatic advertising—which includes RTB—continues its rapid transition from infancy to a well-established display purchase method in just a few years.
eMarketer projects RTB digital display ad spending in the US will account for 29.0% of total US digital display ad spending by 2017, or $9.03 billion. In 2013, it will account for 19.0%, or $3.37 billion. These estimates are revised slightly upward from our previous forecast in August 2013, which expected $3.34 billion in RTB spending this year. The revisions are due to an overall increase in projected digital display advertising.

Why marketers think email can become even more efficient

Marketers that feel there is just not enough time to spend on email marketing, you may be slightly comforted to know that you are not alone.
The bid to keep up with the evolving nature of email marketing is a challenge many organisations are struggling with, according to marketers that attended Econsultancy’s Festival of Marketing.
Several senior client-side marketers gathered together for Digital Cream during the Festival, where email marketing, among other topics, was discussed at great lengths.
The general consensus? Emaiil has great potential to become even more efficient than it already is. It's just going to take skills, buy-in and time that many do not have... yet.
While these discussions were under the Chatham House Rules, the insights gleaned have been pulled together to create the new Email Marketing Trends Briefing published this week by Econsultancy in association with Pure360.
The trends briefing, which is free for registered users, also contains some best practice tips, market data and case studies.
Digital Cream FX Econsultancy

Segmenting: great in theory, problematic in practice 

The ability to segment audiences appears to both fascinate and frustrate marketers. 
One on hand, the dream of delivering highly relevant email content to consumers is a not so distant reality, given the resources that are available. However, the perceived complexity of the process has limited all but a minority of companies from using sophisticated methods of segmenting their customer base.

Can social and email work together?

The integrated nature of what marketing should be according to the Modern Marketing Manifesto, means that social is a hot topic in almost every conversation. However, the roundtable discussions revealed that social and email are far from best friends.
While email is often presented as one of the most efficient methods for generating a return on investment, there is internal debate in many organisations about the value social provides for the business. According to a number of delegates, the lack of purpose given to social has made it difficult to create collaborative opportunities between the two channels.
However, research suggests that more companies are finding ways to weave their social activities with email. Three in every five companies (59%) are integrating the channels together according to this year’s Email Marketing Industry Census, up 8% from last year.
Which of the following channels are integrated with your email marketing activity?
For those that have managed to integrate social and email, the results are promising. Inside the trends briefing, Pure360 illustrates how Teapig was able to increase social signups to the email newsletter by 30%.


Tuesday, November 26, 2013

Omnichannel customer service

The omni channel experience

Globally, 67% of consumers surveyed said they use different platforms before deciding on a purchase, with 64% expecting real-time assistance regardless of the channel in question.
78% state that a company’s reputation for customer service is important to them when choosing to buy from a particular brand.
37% say that they increasingly expect to be able to contact the same customer service representative in each channel, a reality which is arguably quite a way in the future for most brands. This may not even be best practice for companies wanting to deal with each channel efficiently, but the fact that the customer demands it sets clear standards for the way a CRM system should operate.
Nearly half of respondents (47%) expect to be able to return goods or purchases through a different channel than the one they purchased from, for example buying online but returning in store.
Only 7% of those surveyed are extremely satisfied with the omnichannel customer service offered to them by brands and the vast majority (87%) believes that brands need to work harder to create a seamless customer experience.


Multiscreen Campaign Importance Rises With Smart Device Use

Consumers’ adoption of PCs, smartphones and tablets has effectively necessitated the need for advertising campaigns that stretch across multiple screens in order to stay in front of audiences. And marketers appear to understand this clearly. An August 2013 survey of US marketers conducted by Nielsen and the Association of National Advertisers discovered that they expected the share of their budgets allocated to multiscreen campaigns to increase to 50% by 2016, from 20% this year.
Part of the drive to increase outlays is due to the clearly growing importance of keeping messages in front of viewers, no matter what device they’re one. The survey found that 95% of those polled believed multiscreen campaigns were at least somewhat important, with 48% of respondents agreeing that they were “very important.” And 88% of marketers polled expected that multiscreen campaigns would be “very important” by 2016.

Monday, November 25, 2013

Should companies be making more of gamification?

Gamification has been driven by novelty and hype

There are multiple potential benefits from gamification that a company may be able to realise when engaging with their customers or improving their workforce.
These include, but are not limited to:
  • Improving customer engagement and satisfaction.
  • Collecting data from consumers.
  • Creating behaviours from customers that increase revenue and margins and decrease costs .
  • Customer acquisition through gamified sharing (i.e. providing rewards and incentives to get other customers to sign up).

Mobile Ads Seen Impacting CPG Purchase Decisions

Almost half of mobile users say they’ve tried a new CPG product or brand as the result of having seen a mobile ad, finds JiWire in its latest quarterly “Mobile Audience Insights Report” [pdf]. The survey of more than 1,400 mobile users also reveals that about 2 in 3 would be likely to add a relevant new CPG product to their shopping list were they to see a mobile ad for it. Separate data indicates that mobile audiences targeted with drive-to-location ad campaigns had 11 times more store visits than those not exposed to the campaigns.

Dove Tops List of Most Shared Video Ads

Unilever Australasia
Dove Beauty Sketches, created by agency Ogilvy Mather for Unilever, was not only the year's most socially-shared video ad of the year, according to the Unruly Viral Video Chart. It was the most-viewed online video ad of all time.
The ad tells women, "You're more beautiful than you think." Always a nice message to share.
The list of the top 20 most-shared ads was based on the number of shares across Twitter, Facebook and blogs, rather than the number of views. Unruly did not include trailers for movies or TV shows.

Sunday, November 24, 2013

Mobile traffic to retailers increasing quicker

Image representing IBM as depicted in CrunchBase

The percentage of traffic to UK retail websites coming from mobile devices is up by over 60%, year on year, in October 2013, according to the IBM Digital Analytics Benchmark.  

Sales from mobile devices have increased by 80%.
IBM believes the increase in traffic and sales from mobile sites will continue to grow at the current rates.
Comparing October 2012 to October 2013 in the UK, the IBM report found: 
  • October YoY online retail sales increased by 8.7%.
  • Average Order Value is up by 3.8% YoY at £97.35.
  • Mobile % of site traffic is up by over 60% YoY, Mobile % of sales is up over 80% YoY 
  • Smartphones drive more traffic than tablets (22.32% vs. 20.41%) but tablets drive nearly twice as many purchases as smartphones (20.19% vs. 11.3%).
  • Looking at only mobile traffic, smartphones drive 52%, tablets drive 48%.
  • Tablet users spend more average time on site compared to smartphone users (6:00 vs 4:19) 
  • Mobile traffic by device:  iPad 17.18%;  iPhone 13.41%
  • Samsung accounts for 66% of all Android traffic (another way to look at it -  Samsung accounts for or 7.12% of all online traffic).

Saturday, November 23, 2013

Facebook Advertising and paid search return

Facebook logo EspaƱol: Logotipo de Facebook Fr...

Kenshoo has released new research findings in the white paper, “Added Value: Facebook Advertising Boosts Paid Search Performance.”

Kenshoo analysed recent paid search results for a leading retailer with more than 2,500 stores in the United States. Certain segments of the target audience were exposed to both paid search and Facebook advertising (“Search + FB”) while others were exposed to paid search alone (“Search Only”).
Notable findings from the study include: 
  • The data show that the Search + FB audience segments generated 30 percent more return on ad spend than the Search Only group during the period of analysis.
  • Based on campaign analysis, Search + FB showed a 24% higher average order value which means that consumers who were exposed to social advertising were higher-value customers for this retailer. 
  • The Search + FB group generated a 7% higher click through rate than the Search Only group.
  • The Search + FB group generated a 4.5% lower paid search cost per acquisition.

Cart abandonment higher in the week

Tesco online grocery shop

Q3 data from remarketing technology vendor cloud.IQ reveals online retailers on average experience cart abandonment at a 25% higher rate during the week than at the weekend. Wednesday’s saw the highest rate of abandoned carts.

Cart abandonment is a problem for any business selling online with 75% of consumers admitting they regularly abandon purchases at the checkout stage. 
With abandonment rates at their lowest just before the weekend, cloud.IQ posits this is a good time to target your customers with cart recovery emails, although, of course, best practice will vary from business to business.