Wednesday, April 30, 2014

The Internet of Things: The $300 Billion Opportunity for Marketers

internetofthings
If consumers are going to be inundated with Internet of Things-based products and services, it presents an opportunity for marketers. Consider these examples of how the megatrend is impacting our lives and businesses.

Internet Of Things (IoT) - three powerful words that will change our world, so I was told at a recent digital marketing conference. Having seen the "next big thing" movie before, I decided to delve deeper into the megatrend and decide for myself the potential impact on our lives and more importantly, the world of marketing.
The term "Internet of Things" was proposed almost 15 years ago by Kevin Ashton, who envisioned physical objects could connect to the Internet and communicate with other devices on the network. However, the concept was introduced by MIT, as an extension of machine-to-machine and person-to-person communication.

The last few inches of marketing is about relationship building

A different digital world is on the horizon: one of sensors and beacons ready to pinpoint our location to within a few inches.
And marketers are eager to take advantage of this new opportunity.
Only these last few inches of marketing aren't about sales opportunities and customer conversions. They are about trust and relationships.
Marketing has pushed, pulled, and evolved a lot over the last few decades to one end: getting closer to the consumer.
Think about just the transition from traditional marketing to digital marketing. With digital, marketers are able to have one to one conversations with their audiences, they can analyze and understand audience behavior through different digital touchpoints, providing a much more personalized experience.

Tuesday, April 29, 2014

Branded video shares drop by almost 25% in Q1 2014

The average share rate (the percentage of people watching an ad who also shared it) dropped from 2.9% last quarter to 2.6%.
This is the first time that online shares of advertisements aired during the Super Bowl have decreased year-on-year.
These figures come from the latest Unruly Social Video Report, which analyses current social video advertising trends over the last three months.
The only verticals to see any growth in this quarter were consumer packaged goods (CPG) and fast moving consumer goods (FMCG)… so beer then.
The Budweiser advert ‘Puppy Love’ had already managed 1.1m online shares before the Super Bowl had even begun. 
Inexplicably the trend of prankvertising is very much still alive and tricking.

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Better Creative, Analytics and Reporting Needed to Improve Mobile Ad Effectiveness


Multiple factors need to be taken into account when gauging the effectiveness of mobile display advertising. 

All told, marketing and digital advertising experts consulted for a new eMarketer report gave mobile display advertising a B-minus for effectiveness. 



eMarketer estimates steep growth (82.3%) in the amount spent on mobile display advertising in the US this year. Still, spending on mobile advertising lags the time spent with mobile devices, so the uptick in expenditure will not necessarily translate into dramatic increases in mobile display CPMs. Supply will likely continue to outpace demand, which will keep CPMs relatively stable. 


However, eCPMs, which signal the effectiveness of campaigns, are expected to rise further as marketers push agencies for tailored creative assets—ads that leverage mobile device features and take consumers’ mobile behaviors into account—and push the industry for better tools to measure and optimize return on investment (ROI). 

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Monday, April 28, 2014

Mobile, Social Driving 36% Of CPG In-Store Retail Sales

Deloitte logo.
36% of U.S. retail sales are influenced by m-commerce and that is expected to grow to 50% or $1.5 trillion by the end of this year, according to a recent Deloitte study.  With that in mind, why are so many retail and CPG brand sites not getting the brand loyalty and influence in social channels.  

And what does this trend mean globally?  I think that brands need to keep their sites simple. Period.  Especially via mobile, brands must make their sites and/or apps quick-to-load and extremely easy-to-navigate.

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Google AdWords Dynamic Search Ads: 10 Quick Tips to Get Started

Keywords
As advertisers, we're always trying to find new and innovative ways to showcase our products. Sometimes it isn't just about the "look and feel" of our products, but the placement of them as well.

Where can we put our products and ads so that they stand out to our customers? In a grocery store, this is the equivalent to learning whether we should be placing our products on an endcap display, up front by the register, or in a "bull's eye zone."
With digital advertising – we learn where to "place" our products by using our existing data to make assumptions about our customers' behavior. Where are they looking for our product? When is the right time for them to receive messaging about our product?

The Way People Search Online Is Always Evolving

Sunday, April 27, 2014

Augmented Reality Most Helpful Tool for CPG Shoppers


Few consumers use augmented reality tools when shopping via mobile, but those who do are finding them extremely useful. In fact, while just 9% of US internet users surveyed by Catapult Marketing in November 2013 used mobile augmented reality tools when shopping for consumer packaged goods (CPG), the majority of respondents (53%) said that augmented reality was very helpful—the No. 1 response. 



he number of consumers using augmented reality will likely grow as marketers respond to the positive feedback from those who are using it. In January 2014, Accenture found that “natural user interfaces” such as augmented reality were among the top technologies senior executives worldwide said they would consider as part of their future digital/IT agenda.

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Saturday, April 26, 2014

Consumers Frustrated by Stalling Mobile Video Ads

It is a truism that mobile devices are extremely personal, and that can increase resistance to unwanted messages. Furthermore, video demands more of people—more time, more attention—leading to audience resistance unless there is a clear value in sitting through it, according to a new eMarketer report, “US Mobile Video Advertising 2014: Ad Spending, Audience Estimates, Pricing and Best Practices.” 


In a Q1 2014 study from Rhythm NewMedia, 44.4% of US smartphone/tablet owners said they would happily or begrudgingly watch a mobile video ad so that they could subsequently watch free premium content such as clips or full episodes of TV shows. 

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Facebook ad CTR is up 160% year-over-year

Facebook logo EspaƱol: Logotipo de Facebook Fr...

Adobe’s Social Media Intelligence Report has revealed that Facebook’s ad business has continued to grow with click through rate (CTR) and ad impressions increasing by double-digits quarter-over-quarter.


CTR has increased by 20% and ad impressions by 41%.

Revenue per visit (RPV) coming from Facebook grew by 2% QoQ whereas RPV from Twitter declined by 23% and Tumblr 36%.

The report is based on is based on 260bn Facebook ad impressions, 226bn Facebook post impressions, 17bn referred visits from social networking sites, and 7bn brand post interactions including comments, likes and shares.

Friday, April 25, 2014

Mobile Video Viewers Top Audience for Sponsored Data Plans


The site of a phone bill after going over your monthly mobile data limit isn’t pretty—yet more than half (58%) of mobile users who have a monthly quota have exceeded it, according to a January 2014 study conducted by Wakefield Research for Citrix. Browsing the internet was the No. 1 reason US smartphone and tablet users had exceeded their data limit. Watching videos—which can be a huge data suck—ranked second, cited by nearly half of respondents. 


The study found that mobile video viewers who watched at least one video a month were nearly twice as likely to exceed their data limit (67%) than those who consumed mobile video less often (36%). As a result, frequent mobile video viewers showed a strong preference for sponsored data plans; 78% of those who had a monthly data limit and watched at least one mobile video a month said they would be interested in a sponsored data option, compared with 38% of those who watched less than one mobile video each month. 

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How do some Facebook Pages still reach 82% of their fans?

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New research from Wisemetrics shows that while on average many pages have seen a drop in organic reach, the top 1% of pages still reached 82% of their fans, more than five times the average. 
Marketers around the globe have been making dissatisfied rumblings about Facebook organic reach for a while now. The general consensus being: You’ve got to pay to play.  
That doesn’t mean that we’ve got to pay Facebook though... 
Wisemetrics' study showed that larger pages have been hit hardest: Pages with more than 1m fans saw reach reduce by 40% on average, while pages with less than 1,000 fans saw a decrease of around 20%.