Tuesday, December 31, 2013

Top 10 Trends in Mobile Across Paid, Owned, Earned Media

Mobile Traffic as Percentage of Global Internet Traffic
The expansive growth of mobile traffic in 2013 has led to some major changes and opportunities in the mobile marketing space. With mobile showing no signs of slowing, here are the 10 trends to watch across paid, owned, and earned media.

Monday, December 30, 2013

60% Of The Breakfast Cereal Market Later, Kellogg's Turnover Tops INR 500 cr

Kellogg grows 31% to cross Rs 500 crore sales mark in India
The world's largest breakfast cereal maker, The Kellogg Co, crossed Rs 500-crore sales mark in India after growing 31% last fiscal and more than doubling its business in three years, helped by India-centric innovations and single-serve affordable packs that attracted new consumers. 

The American firm's rapid growth has come at a time when most of its multinational rivals, including NestleBSE 0.63 % and Heinz, have been struggling to register single-digit growth numbers in a slowdown market.

Kellogg's new launches in recent years include Heart-to-Heart oats, bran wheat flakes, and Chocos and Honey Loops made with whole grain. 

Kellogg India has been growing at a scorching pace since Pendurkar took over in 2010. 


Sunday, December 29, 2013

Big Data Succeeds with Quality, Not Just Quantity

Currently within the consumer packaged goods manufacturing sector, we have what seems on the face to be a paradoxical situation. High-powered Big Data analytical services offer actionable insights like never before, for extremely competitive prices, to nearly all businesses. At the same time, however, the entire market looks very sluggish and stagnant. Although this might seem highly illogical at first, looking at the situation from a novel perspective might lead us not only to a reasonable explanation, but to valuable insights.

In fact, market shares for top ten CPG producers have been declining steadily. Big pushes and promos reap smaller returns every time; new brands have little staying power; and customers continue to look for alternative brands. Given that this comes at a time when CPGs have more analytical tools and info at their disposal than ever before, execs and analysts are understandably befuddled. Could it be that the glut of analytic services has finally whittled opportunity and arbitrage down to nickels and dimes?

It is easy for anybody in business or any other field to view the present with a sense of finality, particularly when the situation is one which has been trending widely and for an extended period. But great innovation is not just possible, it is inevitable. It’s just a matter of perspective. Big Data Analytics may have flooded the market, but there is no end in sight to the potential for innovation in the field. Thus success tilts on the quality/quantity fulcrum.

Saturday, December 28, 2013

Own the Future of Shopping via Digital/Mobile

Shopping is changing radically because of digital/mobile technologies. Shoppers are wielding tablets and smartphones to research products and purchase them at the best value. As a result, technology is shifting power to the shopper.  Both manufacturers and retailers need to get ready.

“We need to start thinking about technology as a positive. This is the world we now live in. We need to embrace it,” said Alison Chaltas, Executive Vice President, GfK Shopper & Retail Strategy.   

“Value-seeking cuts across a big swath of the population,” said Rob Barrish, Senior Vice President, GfK Shopper & Retail Strategy. “It’s not just about getting the best price, but also finding the best product and information – in store, online, and along the way.” 

Friday, December 27, 2013

Total Media Ad Spend Continues Slow and Steady Trajectory

TV spending stays strong in the face of widespread digital investment

US total media ad spending will reach $171.33 billion in 2013, up 3.8%, or more than $6 billion, from 2012. eMarketer expects a slight uptick in spending in 2014 as well, as marketers allocate more dollars toward the FIFA World Cup soccer tournament, the Winter Olympics and the US midterm elections. Mobile ad investments will continue to fuel growth, according to our latest forecast and the new eMarketer report, “US Ad Spending: 2013 Year-End Forecast and Comparative Estimates.”

In August 2013, eMarketer anticipated that paid media outlays by US advertisers would rise 3.6% in 2013 to total $171.01 billion. Higher-than-expected spending on digital and mobile ad formats for 2013 led to the increase in this forecast.

Thursday, December 26, 2013

How Consumer Packaged Goods Brands Perform On Facebook

Facebook users are twice as likely to click on ads for consumer packaged goods, and mobile CPG ads drive 2.2 times the engagement of desktop ads and lead to five times more likes, according to a recent study by enterprise marketing technology provider Unified.
Unified also found that CPG brands’ costs per click are lower than non-CPG brands, as are theircosts per thousand impressions (CPMs).
And for CPG brands, marketing to men is different than marketing to women.

CPG rich media ads perform 20% better than standard banners

CPG rich media ads perform 20% better than standard banners, with video and social features built into ads improving performance

The data was compiled from a comprehensive analysis of more than 600 billion display ad impressions from 47 countries worldwide.
The research reveals that rich media consistently outperforms standard banners on a number of key metrics including click-through, dwell and video completion rates.
Specifically, DG's 2013 Benchmarks Report shows that compared to standard CPG banners, click-through rates were 20% higher. The research also indicates that the dwell rate on CPG rich media increased 8% compared to the average benchmark, and video completion rates driven by intended shoppers were 10% higher across the CPG vertical.


Wednesday, December 25, 2013

Facebook a Distant Second to Google in Digital Ad Revenue Share

US Digital Ad Revenue ShareThe eMarketer title to their article talking about the major players in the digital space reads “Mobile Growth Pushes Facebook to Become No. 2 US Digital Ad Seller”.
Now to read that headline one might think that there might be some competition to Google, much like those pesky claims that Bingahoo is making strides agains the Goog in search.
Well, if a picture is worth a thousand words that would be about 994 too many describe the reality of the ‘competition’. All one needs to say “It’s Google by a country mile”.
While there is a prediction of the gap being closed a little but by 2015 it’s still not even a contest. The same can be said for the precious mobile market. Google still has the lead by a wide margin.

Tuesday, December 24, 2013

The growing influence of mobile in-store

A new white paper from Deloitte shows that the percentage of store sales where mobile phones are used as part of the shopping journey stood at 6.8% in 2013.

This equates to £18bn of store sales, up 45% on 2012. 

Deloitte forecasts that the mobile influence factor will reach 10%-15% of store sales by 2017.

Women Up Time Spent on Social Platforms

Social media friends are most trusted influencers. 
Women are increasing the amount of time they spend on social networking sites—especially platforms other than Facebook, though the social giant is still by far the most popular network.

According to research from SheKnows and Harris Interactive, which surveyed US female social network users August, 79% of women ages 25 to 54 used Facebook regularly, compared with a dramatically lower 35% who said they regularly visited YouTube, 30% who said the same of Pinterest, 22% for Twitter, and just 13% for Instagram.

Monday, December 23, 2013

Brands could increase engagement and revenue by sending more emails to customers

After analysing their own client data of more than 2.2bn emails sent to 40.6m recipients, Alchemy Worx has found that brands can generate four times the number of opens, clicks, and revenue by doubling the number of emails they send to consumers.

The research found that, if a brand were to send just one more email to its customers per month than it 
normally did they could, for a list of 5m subscribers, achieve an additional 1.9m opens (38% of the list) and an extra 175,000 email clicks (3.5% of the list). 

Ultimately, by sending one more email brands could deliver an additional £1.8m in revenue from email and deliver tangible return on investment to the brand.

Global Paid Search Sales Revenue Grows 19% [Report]

The 2013 holiday season saw record-high increases in clicks, impressions, and revenues. A big part of this growth was driven by mobile devices and product listing ads (PLA), according to the 2013 Global Online Retail Seasonal Shopping Report by Kenshoo.

Global Increases in Spend, CTR and Revenues

Retailers prepared early this year for the shopping season, due to there being six fewer days between Thanksgiving and Christmas. This led to a 34 percent year-over-year (YoY) increase in paid search spend, the report says.
The heightened investment in paid search enabled retail advertisers to achieve 26.9 percent YoY growth in clicks, as well as a 12.8 percent YoY increase in CTR. As a result, online shopping revenues were up 19 percent from last year.

Sunday, December 22, 2013

How FMCG brands can unlock the potential of digital: five top tips

Here are five powerful ways that the FMCG brands can unlock value through the opportunities that digital presents:

1. Have a direct, continuous, two-way dialogue with consumers
FMCG Brands are traditionally built using mass TV advertising to drive retail sales, supported by promotional marketing. Digital enables ongoing connection using a range of channels and platforms – via social and CRM, and useful services and utilities delivered on mobile. This enables personalised dialogue across multiple subject areas, bridging audience passion points with the business objectives.

2. Drive engagement and sales in retail
Through innovation in point of sale systems, mobile and marketing platforms there are now opportunities to drive engagement and conversion in the shopper/retail environment. Working in partnership with retail partners, or via established payment or couponing platforms (such as the UK's Paypoint), we can deliver discounts and offers in real time, direct to the consumer, for immediate one-time redemption through retailers. This also enables shopper centric utility delivering inspiration and information in the shopper journey.

Saturday, December 21, 2013

Mobile Growth Pushes Facebook to Become No. 2 US Digital Ad Seller

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Mobile now accounts for more than 22% of all US digital ad spending, compared with less than 3% in 2010
US mobile ad spending is expected to near $9.6 billion in 2013 and account for a whopping 22.5% of all digital ad investments, according to new figures from eMarketer.
The channel’s incredible growth—considering mobile represented just 11.9% of digital ad spending in 2012 and less than 3% of digital budgets in 2010—comes largely as consumers shift time spent from desktop to mobile devices, which has caused a significant redistribution of revenues for some of the world’s largest ad platforms.
Facebook and Google are both major drivers and recipients of this growing market, domestically and internationally.

Customer service: which brands really get it?

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The customer service industry was created by mistake.
It’s been effectively outsourced by many companies (intent only on cost containment) for the past decades, and since the advent of the consumer internet has often been woefully ill-suited to meeting customer needs. 
This is for a number of reasons: 
  • New channels of communication that companies have been slow to adapt to.
  • These new channels bringing the challenge of a single customer view.
  • This single customer view bringing the challenge of data centralisation.
  • New devices and consumption habits (the smartphone) making older web assets somewhat redundant.
But, in 2013, most companies woke up and smelled the coffee. The coffee of customer service as something that needs tackling precisely because when it’s done well it can be integral to customer satisfaction and often augments the product you sell. 
There are many flag bearers for customer service, not least Amazon and its ‘don’t make me think’ philosophy, where seamless customer experience takes away reliance on call centres and improves conversion. 

Friday, December 20, 2013

Only 12% of businesses take an integrated approach to all marketing activities

Only 12% of businesses take an integrated approach to all of their marketing activities, according to a new report from Econsultancy and Adobe.
However the results show that most organisations do implement some level of integration, but either lack the skills or structure to properly execute their strategies.
Encouragingly a fifth of businesses (26%) in the survey stated that their campaigns were integrated across ‘most channels’ while just 5% of respondents said that none of their marketing activities were integrated.
The results come from the latest Econsultancy/Adobe Quarterly Digital Intelligence Briefing entitled ‘Channels in Concert: Trends in Integrated Marketing’.
Which of the following statements best describes how you or your clients carry out marketing activities?
This briefing, based on a global survey of more than 1,000 business respondents carried out by Econsultancy and Adobe in November 2013, looks at data, analytics, technology and skills in the context of integrated marketing.
Integrated marketing is defined as the development of strategies, campaigns and messaging that weave together multiple marketing disciplines and channels, with the aim of providing consistency and maximising their impact.

Technology gap

The inability to integrate marketing campaigns is at least partly due to the failure to utilise relevant technologies.
Less than a fifth of respondents (19%) said that they are currently using multichannel campaign management technology, though more than half (55%) are planning to begin using it in the next 18 months.
It’s interesting to note that a minority of businesses are currently using marketing automation and attribution management systems, despite their importance for improving the impact and ROI of marketing campaigns.
At the other end of the scale 82% of businesses have an email service provider and 78% use some sort of web/mobile analytics software.
Which digital marketing technologies do you use as part of your integrated marketing activities?