Friday, February 28, 2014

App conversion rates closer to desktop than mobile web

Data from mobile agency Poq Studio shows that over the Christmas period conversion rates from apps (1.8%) were closer to desktop (2.4%) than to mobile sites (0.73%).

This is indicative of the fact that mobile apps are generally used by loyal customers. The data found that 78% of apps users were return visitors, compared to 40% on mobile sites.

The report, which includes data taken from November and December 2013, also shows that iOS drove the majority of mobile sales with 80% originating from iPhone, iPads and iPods.

Conversion rates by device

Mobile Advertising: How To Outperform Your Competition

Let’s take a look at four key strategies to help you optimize your mobile ads and outperform your competition…
1.    Make the move from clickable to tappable ads
The first rule of thumb with mobile ads is that less is more but that doesn’t mean just shrinking your online banners to fit a mobile screen.  Responsive ads use contrasting colors, simple messaging (keep copy to seven words or less) and have call-to-action buttons that are large and can easily be tapped.  Rich media ads also tend to perform better than static banners.

Thursday, February 27, 2014

Examples of digital technology in retail stores

Bricks and mortar stores have to work hard to compete with online shopping, and one way of doing this is to use technology to create a great in-store experience. 
Technology can be used in various ways: for experiential purposes, to appeal to mobile users, increase convenience for shoppers, or to promote a retailer's online presence. 

Virtual mannequins

In this example, from teamLab, virtual mannequins are triggered by customers removing a hanger from the rail. Customers can then see models in their chosen garment. 


The Future of Email: Mobile-Only Viewership

Mobile usage isn’t declining any time soon, and Q4 2013 research by Yesmail Interactive found that this trend is shaping the future of email. Mobile email’s share of all opens grew 5% last quarter to claim 55% of the total.

As a result, revenues generated via mobile grew 52%, compared with 18% for desktop. In addition, the number of mobile orders jumped 58% to account for 18% of orders generated by marketing emails.
Mobile-only viewers were the main source of growth, jumping 64% during H2 2013. Hybrid viewership—checking emails on both desktops and mobile devices—declined by nearly 40% quarter over quarter and 72% since Q2 2013. Desktop-only viewers grew by just 5%.
More people may own smartphones now compared with six months ago, and users may be turning to their phones for more activities, but tablets have been key in the rise of mobile-only email viewers. Orders made via such a device increased 65% quarter over quarter, claiming 60% of mobile orders. Since tablets were a popular gift during the holiday season, this surge was likely due to the rise in ownership, Yesmail noted.
As mobile-only viewership becomes the norm, marketers are recognizing the need to optimize emails for mobile, but are they acting on it? Results from a February 2014 study by Ascend2 suggest they’re not. Just 28% of marketers polled worldwide said their company was optimizing email for mobile devices. This was the least popular response, trailing tactics such as content marketing and targeted emails.

Read more

Wednesday, February 26, 2014

Determining Real-Time Marketing Success Requires a Robust Measurement System

Real-time marketing (RTM) captured marketers’ attention in 2013. However, questions remain about where real-time techniques fit in a marketing plan, how much money brands should invest in it and whether the results are worth the cost and effort, according to a new eMarketer report, “Measuring the Effectiveness of Real-Time Marketing: Looking Beyond Social Media Metrics.”

Measurement plays an important role in answering those questions and in helping marketers understand the impact RTM will have on key metrics they track—brand health, customer loyalty and sales. In 2014, brands must start to compare the effectiveness of their real-time endeavors with that of more traditional, evergreen types of marketing. They must also look beyond social media data to understand how RTM affects key business metrics.

Tuesday, February 25, 2014

Godrej Consumer ad spend rises Q-on-Q in Q3 after a fall in Q2

Godrej Consumer Products is one of the large advertisers in the FMCG segment in India. The company says that in Q3-2014, it continued to outperform the FMCG market with an 18 per cent y-o-y growth in net sales. Its India business grew 14 per cent (ex contract manufacturing), while its international business grew 25 per cent in the quarter, while its consolidated net profit after tax and minority interest increased by 16 per cent.
Advertisement and Sales Promotion (Ad & SP) spends as per the numbers reported by the company in Q3-2014 and earlier periods over six consecutive quarters (starting Q2-2013) show an upward trend in terms of percentage of operating revenue and total expense. However, it may be noted that the company’s Ad & SP spend in Q3-2014 was higher than in Q2-2014. Please refer to figure A below:
Figure A

Consumer Packaged Goods Companies Could Improve Business Performance with Better use of Analytics, Accenture Study Finds

The majority of consumer packaged goods (CPG) companies are failing to place analytics at the heart of their decision-making process, limiting their ability to improve the customer experience and gain business advantage, a study by Accenture (NYSE:ACN) has found. Accenture's analysis also suggests that in many cases the problem is compounded by fragmented investment in narrow programs that are not well coordinated and fully optimized.

According to the study, "Building an Analytics-Driven Organization," more than half - 54 percent - of CPG executives say their company has a fully defined analytics operating model. In contrast, just nine percent say their company has implemented an analytics operating model in its entirety and 15 percent say the plan has been only partially executed across the geographies in which they operate. Additionally, 40 percent of the respondents say that their company has only partially defined an analytics operating model, but 14 percent of those CPG executives say their company has not implemented it.

The study indicates a mismatch between how CPG executives perceive their companies' maturity in analytics and the actual state of their analytics efforts. Although 47 percent of the executives described their companies as either "analytical leaders" or having "ingrained analytics," the analytics teams of many of the companies represented in the survey remain focused on "pulling data" rather than using data to develop insights. Almost one-third (32 percent) of the respondents admitted that their analytics employees are focused on the management of "big data." However, just nine percent said they have made a priority of predictive analytics, which generates information that can enhance longer-term decision making.

Colgate-Palmolive puts mobile first

CP logo

Connecting with consumers via their mobile devices is not just an opportunity, but a necessity, according to the vice-president of global advertising and digital at Colgate Palmolive, the household goods giant.

In a "Mobile Marketing Challenge" presentation at the 2014 Interactive Advertising Bureau's Leadership Conference in Palm Springs, California, Jack Haber noted that out of a global population of 7bn more people now own a mobile device than own a toothbrush.

Monday, February 24, 2014

Why Digital Is Grabbing a Bigger Share of Consumer Product Budgets

If there were any doubts that the age of digital marketing has fully arrived for packaged-goods companies, the Consumer Analyst Group of New York conference in Boca Raton, Fla., last week should put them to rest.

One after one, executives of top players talked about how big digital had gotten for them -- and how they were still expanding it. It was a contrast to only three or four years ago, when the executives were also touting digital, but spending was in the low-single digits of CPG media budgets, so even double-digit growth remained pretty insubstantial.

What Are the Three Most Important Words for Loyalty Marketing?

iPad mini
Setting annual goals can be a precarious venture. We can easily set goals that are too vague or too lofty for us to maintain focus. A recurring condition of executive level presentations these days is to "keep it tight," "make it clear" and "do it in no more than 10 pages." And so, I've elected to forecast the most important trends and areas of change in customer and loyalty marketing in 2014 using just three words:

Disruption: There will be continued disruption of Consumer Value Propositions (CVP) and the technology that delivers loyalty programs in 2014. These changes continue to evolve and I don't think any honest person can definitively say they completely understand and can accurately predict exactly how consumers make purchase decisions. Data-driven loyalty marketing programs in particular have to change to meet consumers, not just where they are, but where they will be in two years. The rewards must also reach the right customers as opposed to all customers.

The technology that enables customer communication and offer delivery is changing too. In just the past month, I have seen a Belly enabled iPad set up in a UPS store; an iPad POS system from Revel Systems in another local retailer; and POS driven loyalty programs at several franchise operations. The question for 2014 is whether larger brands will continue to pay huge prices for enterprise loyalty systems "because they can" or whether they will increasingly experiment with alternate solutions "because they can."

Sunday, February 23, 2014

Facebook Gives Advertisers More Targeting Options

Facebook is making some changes to the way advertisers can target their ads to Facebook users. They are introducing multiple new targeting features, which will help advertisers drill down the audience for their ads, by four primary targeting types, location, demographic, interests and behavior.
Facebook has received some criticism about how advertisers can target ads and the types of users their ads are displayed to, particularly due to the fact that advertisers are limited in the audience their ad reaches on Facebook. This is resulting in a lot of likes on paid Facebook ads made by fraudulent spam users.
Facebook's new targeting options should help advertisers narrow down their Facebook ad campaigns and impose greater restrictions on exactly which Facebook users are seeing and engaging with their advertisements.

Saturday, February 22, 2014

Instagram Captures Higher Interaction Rates than Facebook

Nearly nine in 10 brands use the photo- and video-sharing service

Size doesn’t equal engagement when it comes to social media, and according to research from L2 Think Tank, brands on Instagram may be getting the most bang for each social post.
While Instagram’s community of 150 million monthly active users was a fraction of the size of Facebook’s, and even smaller than Twitter’s, the digital marketing organization found that interaction rates for posts made by the 249 prestige brands studied were some 15 times higher than those on Facebook.

Mobile commerce abandonment rates reach 84%

New data from remarketing firm Cloud.IQ shows that during January the abandonment rate for smartphone users on ecommerce sites was 84%, compared to 72% on tablet and 68% on desktop.

To give some inspiration for mobile designers, We rounded up some of my favourite UX features from various mobile commerce sites and apps that might help to limit user frustration and abandonment rates.

Digital marketers plan to invest in CRM, analytics and email in 2014

Just over two-thirds (70%) of businesses are planning to increase investment in digital marketing technology in 2014, according to a new report from Econsultancy and Responsys.

In comparison just 2% of businesses will decrease their level of spending while 28% will maintain the same level of investment.

These figures, which come from the Marketing Budgets Report 2014, are largely consistent with the findings from last year’s survey with just a few percent difference for each answer.

What best describes your plans for digital marketing technology spending in 2014?

Friday, February 21, 2014

Integration challenge seen as main tech barrier to online business growth

A new report from Econsultancy, in partnership with Neoworks, has found that integration with current/legacy systems remains the biggest challenge when expanding an ecommerce business, cited by 43% of company respondents and 39% of supply-side respondents as one of the three biggest barriers to success.

Given the difficulties of in this area, it is no surprise that some companies are turning to integrators and implementers to help them customise and integrate their ecommerce tech. 

The Technology for Ecommerce Survey Report shows that a quarter (27%) of organisations have used a systems implementer or integrator, and that a further 9% are planning to.

Do you or your clients use (or have you / they used) a systems implementer or integrator?

Digital Marketers Not Satisfied with Local Marketing Campaigns

Social media, email and websites considered most important digital tactics for local efforts

Digital brand marketers in North America believe local marketing is critical to their success, but they’re not happy with local campaign results. According to a December 2013 study by Balihoo, while nearly three-quarters of digital brand marketers in the region invested in local marketing, just 8% were “completely satisfied” with such efforts.
Marketers polled believed that social media, email and local sites were “important or essential” to their local brand strategy. However, respondents placed more importance on digital tactics for national brand campaigns compared with local campaigns.

Thursday, February 20, 2014

Consumers Buy into Digital Investing

US retail investors are increasingly turning to a wide array of digital avenues to help them research, make and manage their investments. And financial marketers are using a mix of targeting and content to reach them, according to a new eMarketer report, “Digital Investors: Drawing From a Portfolio of Growing Online and Mobile Options.”

The web has cemented itself as a top source for business and finance information. In Scottrade’s 2013 “American Investor Study,” finance/news websites were the top information resource for investors (52%), followed by financial advisors and brokers (40%).
comScore calculated that 172.0 million US internet users accessed business- or finance-related content in September 2013—approximately 76% of the internet population and a 6% year-over-year increase.

Marketers Respond to Consumer Demand for Personalization

Tailored messages and media increase response rates, sales—as well as costs

Consumers have already voiced interest in receiving personalized emails, and recent polling suggested that personalization would be a key trend across all communications this year. In a November 2013 study by Conversant, around three-quarters of US senior-level marketers and agency decision-makers agreed that “individualized messages and offers will be more effective than mass messages/offers” this year, and about the same percentage said “personalized one-to-one marketing is the future.”

Wednesday, February 19, 2014

How Will 2013’s Digital Display Trends Converge in 2014?

Coming off the heels of 2013, programmatic buying, native advertising and viewability all remain topical to digital display advertisers, particularly brands. Just last year, these distinct trends might have seemed like isolated enhancements. When viewed in totality, however, they reflect an advertising landscape that is evolving to provide brands a richer storytelling experience among a more engaged audience—wherever that audience might be.

A new eMarketer report, “The State of Digital Display 2014: An Industry Readying Itself for Brand Advertisers,” explores how four main digital display advertising trends will both manifest and intersect in 2014:
  • The focus will continue to shift from standard display ad units to more dynamic, engaging ad units. Banners won’t cut it anymore, and brands will look to native advertising and richer content ads, such as the IAB Rising Stars, to draw in consumers.