Sunday, August 31, 2014

86% of buyers will pay more for a better customer experience [infographic]

Is your business customer centric?
That’s just a buzzwordy way of asking: do you care about providing amazing customer service?
This infographic from Vision Critical should convince you of the benefits–and provide some tips to help you get there.


Saturday, August 30, 2014

Mobile Ad Revenue Hits $19.3B, Including Gains in Search

The Interactive Advertising Bureau (IAB) and IHS released findings that show mobile advertising revenue was up to $19.3 billion worldwide - nearly doubling from the year prior.
In particular, search ads saw 92 percent growth in 2013 - almost as much as display ads.
However, globally, there are stark contrasts in the type of ad formats driving revenue. Mobile search ads dominated in North America and Europe, but not in the Asia-Pacific region, Middle East and Africa, or Latin America.  


When Do You Check Your Smartphone?

According to research from Toluna, US smartphone users are actually laggards in the morning, and relatively casual about checking their phones at night, compared with smartphone users in several other developed internet markets.

Toluna found that just under two-thirds of US smartphone users looked at their devices within 15 minutes of waking up, and a similar number did so within 15 minutes of going to bed. But users in the UK, France, Germany and Singapore were much faster about their morning check-ins, and those in France, Germany and Singapore were also more likely to check last thing at night. 

Friday, August 29, 2014

The Beautiful Game...of Data

Instead of the commonly used "Moneyball" analogy, here's a look at how to use data to connect with consumers through the lens of another sport: soccer.

When it comes to data and marketing, most people take the analogy to Moneyball.
And it's pretty easy one to see why: Just like how Billy Beane, the general manager of the Oakland Athletics, used previously ignored data to field a better baseball team, chief marketing officers (CMOs) are asking their teams to use previously ignored data to create a better marketing plan.

See, one of the biggest challenges organizations face when trying to use that data to create better marketing isn't understanding the data they have about their customers; it's actually understanding how that data can work for them and for their customers in a meaningful way.

Storytelling for Brands

Today, content strategists, media, and PR firms like to advise companies to start telling compelling stories as an effective way to truly engage a brand's customer base and to generate more revenue.

Common human condition examples that show up in well-known (written and filmed) stories include: the need to save others from their impending doom, the ability to survive and overcome grave danger to oneself and/or to those that one is closest to, proving that one is truly worthy against overwhelming and unfair odds, resisting the temptation and corrupt rewards that play to one's greed and desires, romantic stories where our protagonist needs to convince Mr.

To place one's brand in a modern cultural and social setting, the savvy digital marketer needs to be much more sensitive to the issues and challenges that we face each and every day, while also knowing what their brand story is really about and how to go about sharing this well in a digital way.

Your brand may want to help enhance a person's financial security, it may be developing its products to be more eco-friendly, it may have ordinary people working in the company who are really dedicated and care immensely about the business and want to share their stories, or it may even want to reach out to a different audience due to ever-changing needs...there are numerous stories out there - you simply need to find them.

The art of using content marketing to tell a compelling brand story is not just about making up a good tale to tell everyone about your company and products.

There is no one magic wand or silver bullet that can change everything in storytelling terms - it is far more likely to be a combination of many smaller stories and initiatives, which feed into a much larger, overarching story with plots and sub-plots, that collectively become the driving force to develop genuine brand engagement and add power to your content strategy as well as your overall marketing.


Thursday, August 28, 2014

Think Globally, Act Mobile-ly

"Mobile Internet" isn't just one thing - it's really an umbrella term for many different devices, operating systems, media channels, and network technologies. But no matter how you define it, the "mobile Internet" will open up many new opportunities for marketers.
As Mary Meeker's annual Kleiner Perkins opus on all things Internet continues to prove, globally the Internet is an increasingly mobile phenomenon. Seventy-three percent of people in the world have a mobile phone, and 22 percent have a smartphone. That compares to 11 percent penetration for laptops and 10 percent penetration for desktop PCs.
However, there's a risk of oversimplification in talking about the rise of the global mobile Internet population. For all that everyone, myself included, tends to refer to "the mobile Internet" like it's just one thing, in reality it's a convenient umbrella term lumping together numerous different devices (phones, tablets, wearables...), network technologies (3G, 4G, Wi-Fi...), operating systems, and even media channels (Web, apps...). I strongly believe that the mobile Internet is going to open up amazing new opportunities for consumers around the world to connect with media.

Follow the Money

For the third year, IAB's Mobile Center and IAB Europe partnered with IHS to size the global market for mobile advertising. There was $19.34 billion in mobile advertising in 2013, a growth rate of 92 percent relative to 2012. Globally the market is dominated by search and display revenue, which take close to equal shares, while messaging has passed its prime as a generator of advertising revenue.
However, the global pattern belies some significant regional variations. Latin America, where mobile advertising is still at a relatively early stage, saw explosive, 215 percent growth year-over-year, while in Asia-Pacific (APAC), home to more mature mobile markets, grew "only" 68.5 percent.
In Europe and North America, search takes the largest component of mobile ad revenue. In APAC, search and display split the market. And in the Middle East/North Africa and Latin America, messaging accounts for almost half of mobile ad revenue.
Thus, while the mobile Internet is definitively a global phenomenon, it is not happening everywhere in the same way or at the same pace.

A Global Theme, Two Main Local Variations

Another view into national differences emerged from the research project that a dozen of the global IABs jointly sponsored to look at mobile and the 2014 World Cup. The mobile Internet served a vital link helping people connect with friends and other fans as well as to keep up with their countries' progress regardless of where they were when the tournament was on. But details on how smartphone owners used their mobiles were notably varied from place to place.
Abstracting from the patterns in national differences, it seems the mobile Internet develops in two phases: communication, then content.
  • In countries where smartphone penetration is lower, 3G or 4G networks are relatively less available, and/or where mobile operators charge high data tariffs, communication is the dominant use of the mobile Internet. SMS and to some extent MMS are the core use, and media companies and advertisers should focus on those messaging channels rather than developing Web or app offerings.
  • As smartphones become more prevalent, and network speeds support more media usage (assuming costs aren't too high), media consumption on mobile soars. This is when the possibilities of the mobile Web and apps start to become realities, and as the audience grows, advertising revenue follows.
In some ways this parallels how the PC-based Internet evolved from dial-up to broadband. PCs and network speeds got better, connectivity became more reliable and convenient, and suddenly a medium that was dominated by email, chat, and basic websites blossomed with photos, videos, and other rich experiences.


Wednesday, August 27, 2014

Where Is Digital Video Viewing Most Popular?

Internet users around the world are tuning in to digital video—whether it’s to watch long-form content like TV shows or movies, short snackable clips, or even branded video content produced by marketers. And according to research among weekly internet users conducted by TNS in June 2014, web users in South Korea are more likely than their counterparts anywhere else in the world to do so. 

Penetration in the East Asian country reached nearly 96%, meaning virtually anyone who goes online at least weekly also watches digital video with some frequency. Three other countries boasted penetration rates above nine in 10 internet users: Spain, Italy and Mexico. Penetration in China was nearly as high.

Tuesday, August 26, 2014

5 Things the Mobile Sharing Economy Can Teach the Enterprise

The success of companies like Uber shows that there is room in the industry for innovation and growth. What can your business learn from the mobile sharing economy?
riderequest-nycWith the news that Uber just released its own API, it seems as if the mobile sharing economy is poised to make its jump into the mainstream. As it is lending its services to apps that have traditionally been used for chatting, planning, and even hospitality, we'll likely be seeing a lot more Uber integration as we go about our daily lives.
As Uber and the mobile sharing economy continue to grow in popularity, their successes and implications become more intriguing. The fact that Uber and its contemporaries have, in a relatively short amount of time, managed to revolutionize the transportation industry is no small feat.
So what can this latest mobile trend teach the enterprise? As more and more companies attempt to become the "Uber of" their own respective industries, here's a list of five things that every business can learn from the mobile sharing economy.

1. Things Can Always Be More Efficient - and Less Expensive

Steve Jobs once made the assertion that consumers "don't know what they want until you show it to them." While the sentiment doesn't hold true for every business, it's a cornerstone of innovative thought. Before Uber, who knew that there was so much room for growth in the taxi industry?

When Uber came to the scene with its promise of more convenient transportation, it was easy to place the app in the same bucket as any other attempted disruptors: Legitimate concepts whose real-world clout was difficult to predict. But with its success, Uber has shown that things can always be more convenient, a fact that has already picked up tons of steam within its own sphere.

Convergence Analytics and the 2014 Gartner Hype Cycle

A look at this year's Gartner Hype Cycle report, and a deep dive into what its results mean for digital marketers in terms of convergence analytics.
Every year, Gartner Group updates its "Hype Cycle" report, and this year was no exception.
But if you look at the Hype Cycle chart close (go ahead, really squint at the chart) and let it sink in, only two areas of technology out of 119 (representing more than 2,000 individual technologies) will reach a plateau in the next two years (In Memory Analytics and Search Recognition). The rest of the areas might not mature until the 2020s.
For example, "Big Data" isn't going to plateau for another five to 10 years according to this report, and businesses are already getting disillusioned (going from the "Peak of Inflated Expectation" down to the "Trough of Disillusionment").
From the standpoint of convergence analytics, the predominance of immature technology groups in the Hype Chart should raise some red flags, particularly from investment perspective, as immature technologies are much harder to integrate (converge), and the use cases around those technologies (how the data will be used to support and drive better business decisions) are either not built out yet, or not widely enough deployed to be fairly evaluated. It's also much easier to "hype" up a technology whose efficacy has yet to significantly be manifested; 


Monday, August 25, 2014

Dos and Don’ts of Email Remarketing

By using existing metrics and subscriber behavior to remarket to your consumers, your email marketing campaigns can become much stronger and more effective. Here are some best practices for email remarketing.
Too often, busy digital marketers send a one-size-fits-all campaign and move onto the next one. Any kind of segmentation is often going to drive more impressive results. In fact, 76 percent of email revenue came from segmented emails in 2013, up from 55 percent in 2012, according to the "DMA National Client Email Survey 2014."
Marketers take heed - the plethora of email metrics from each campaign result in some bountiful follow-up options. 

Google AdWords Launches Website Call Conversions

Google AdWords has launched website call conversions, a tool it calls a "powerful way to identify and measure calls from a website that occur after an ad click."

In a blog post, Google says a unique forwarding number will be generated for each AdWords ad click after brands place a snippet of code on their desktop or mobile websites. This forwarding number will measure the calls made by customers.
According to Google, 70 percent of mobile searchers have called a business directly from search ads.
Google says these forwarding numbers will continue to display for up to 90 days to capture future call conversions. Google also says brands can customize these numbers to match their websites, including color, font and size.

Sunday, August 24, 2014

Mobile advertising trends across the world

Facebook logo EspaƱol: Logotipo de Facebook Fr...

Marin Software has analysed £500m of ad spend and revealed Brits research purchases and shop on mobile devices more than any other nation. 

  • In the UK, 50% of all paid search ad clicks come from mobile devices, compared to a third across the rest of Europe.
  • Brits are 65% more likely to click through paid ads on mobile devices than on desktops.
  • 37% more click through on Facebook ads in the UK than the US. And 78% more than the Eurozone. 
Interestingly, whereas consumer engagement with ads on most channels falls during the hot weather in the UK, on Facebook, Marin found clicks actually increased.
Advertisers may have failed to spot this trend as CPCs actually fell in July and August 2013.
In the UK, CPCs on smart devices are 42% cheaper than desktop ads and it seems targeting Facebook could pay dividends in the summer holidays.
cpc in the UK and Europe

Saturday, August 23, 2014

What is social retail

eDigitalResearch’s Retail Social Media Benchmark results have Amazon as a big gainer of new followers after the introduction of their #AmazonBasket hashtag.

The Amazon basket initiative allows social media users to add products directly to their Amazon basket if they reply to an Amazon post and use the hashtag. Since June this year, Amazon have moved nine places up the Twitter league, attracting almost 150,000 new followers in just six months.
Amazon remains at the top of the Facebook league table with over 1million more followers than Topshop in second.
Primark has seen the biggest growth of followers in the last six months, attracting almost 500k new Facebook Likes.
Primark's lack of ecommerce leaves social as a key battleground for generating product awareness.
new facebook followers

How mobile sites help

The Internet Advertising Bureau (IAB) has revealed that 76% of the top 50 UK technology and telecoms brands have a mobile optimised site, however 6% have no mobile presence whatsoever.

The audit in July 2014 was carried out across the top 50 technology and telecom brands spending the most on advertising in the UK.
Mobile friendly sites, mobile search optimisation and apps were surveyed. 
  • 62% of the technology and telecom brands had a mobile site and an app.
  • 80% of the brands had an app, with brands favouring developing for the Google Play store over the Apple App store (72% Google Play mobile app, 58% App store mobile app).
  • 6% of the top 50 had no mobile presence.
  • 38% of the brands were optimising their paid search for mobile..
  • ..47% of those were optimising their search with click-to-call. 
O2, Sky, EE, Three, ADT and HP all performed well across the criteria.

Friday, August 22, 2014

Most Facebook organic posts dont get any engagement

99% of organic social posts create almost no engagement

SocialFlow conducted a study between April 1 and July 31 analysing 1.6m organic posts from Twitter, Facebook and Google+.
The study found that 99 percent of those updates create little to no engagement at all.
SocialFlow posits that the 1% rule, previously talked of in relation to content creation, may now apply to organic social posts and engagement.

social engagement

Mobile purchases are up but revenue is down.

yesmail mobile vs desktop
Yesmail has good news and bad news for email marketers.

First, the good news.  “The number of purchases made as a result of emails opened on a mobile device has grown almost 40 percent over the past year.”
Now the bad news. “Revenue from mobile purchases increased by a comparatively modest 10 percent.”
No big deal, right? Because people who open email on a desktop clearly love to click through and spend. True enough, but Yesmail says that 64.5% of all email opens happen on a mobile device. And since the average order on a mobile device is 33% lower than the average order on a desktop ($55 vs $83) that’s a lot of money missing from the cash register.
Part of the problem is email fatigue. It’s not just that marketers are sending more, everyone is sending more. And when you’re on mobile you’re also competing with incoming text messages and social media notifications. There’s simply too much information for both the physical space and the brain space.
There’s nothing you can do about the amount of information in the air. But you can make it easier for customers to buy your products when they do open your email on their smartphone.

Thursday, August 21, 2014

Ever Wonder Why Consumers Don't Click on Mobile Ads?

Mobile users see a decent amount of ads: March 2014 polling by Nielsen for xAd and Telmetrics found that 70% of US adults who used smartphones, tablets or both had encountered mobile ads in the past month. Of course, getting an ad in front of a target doesn’t guarantee interaction, and the majority of mobile device users hadn’t clicked on an advertisement in the month leading up to polling. Smartphone owners were slightly more likely to click on a mobile ad, with 43% saying they had, compared with 37% of those with tablets. 

March 2014 research by Survey Sampling International (SSI) for Adobe found that the platform used to serve mobile ads also made a difference in interaction. While apps claim far more time spent with mobile, mobile device users in North America were more likely to click on mobile website ads. More than one-third had done so in the past three months, compared with 26% who had interacted with an in-app mobile ad. Mobile devices used by respondents in this study included ereaders, mobile phones, smartphones, tablets and wearable devices.