tag:econsultancy.com,2008:/topics/advertising Latest Advertising content from Econsultancy 2016-04-29T10:05:11+01:00 tag:econsultancy.com,2008:BlogPost/67793 2016-04-29T10:05:11+01:00 2016-04-29T10:05:11+01:00 15 startling digital marketing statistics from this week Ben Davis <h3>Organic social visitors have 4% higher AOV than average at MADE.COM</h3> <p style="font-weight: normal;">Hannah Pilpel, social project manager at MADE.COM, <a href="https://econsultancy.com/blog/67778-made-com-on-the-value-of-social-commerce">gave us an interview</a> this week.</p> <p style="font-weight: normal;">She let slip some very interesting figures about the value of social to ecommerce.</p> <ul> <li>People who came to MADE.COM from organic social had an average order value 4% higher than the site average in Q1 2016. </li> <li>Users who visited MADE Unboxed (MADE.COM's own social network / community hub) during their visit had 3x higher dwell time and an average order value up 16% on the site average in Q1.</li> <li>Collections with videos have sold four to nine times more pieces than those without.</li> </ul> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0007/4269/made.com.gif" alt="made.com video" width="427" height="306"></p> <h3>Internal competition hindering digital transformation</h3> <p style="font-weight: normal;">Forrester and Squiz have a <a href="https://econsultancy.com/blog/67792-what-does-startup-culture-really-mean-how-can-it-help-big-businesses-transform/">new report on digital transformation</a> that reveals some startling news.</p> <p style="font-weight: normal;">43% of firms with a mature digital strategy see competing departments wanting to own digital as the most significant barrier to effective digital transformation.</p> <p style="font-weight: normal;">Other findings from the survey of 410 IT and business decision makers include:</p> <ul> <li>54% say that fostering a culture of innovation is a critical enabler of digital business.</li> <li>89% are planning to improve partnerships with external startups and accelerators in order to innovate.</li> </ul> <h3>51% of UK searchers can't spot a paid ad</h3> <p>Ofcom's annual Media Use and Attitudes report is fascinating as always.</p> <p>We <a href="https://econsultancy.com/blog/67783-five-key-findings-for-marketers-from-ofcom-s-media-report/">covered it fairly extensively</a> - here are some highlights.</p> <ul> <li>18% of searchers think that if a website has been listed it must be accurate and unbiased.</li> <li>12% say they have not thought about it.</li> <li>8% say they do not know.</li> </ul> <p>Away from search, the continued rise of very successful intermediaries such as Facebook means users are discovering fewer new websites and apps.</p> <p><img src="https://assets.econsultancy.com/images/0007/4277/Screen_Shot_2016-04-25_at_13.06.11.png" alt="app usage" width="615"></p> <h3>Average product page conversion rate is 7.91%</h3> <p>Receiptful has conducted <a href="https://receiptful.com/academy/product-page-conversion-rates-report/">a large study</a> of 2,687 online stores and found the average product page conversion rate is 7.91%.</p> <ul> <li>For one site studied this was as high as 49.73% of its product page traffic turning into sales.</li> <li>The median product conversion rate is 5.97%.</li> <li>At the low end, some brands convert only 0.10% of the traffic that hits their product pages.</li> </ul> <p>Of course, although global <a href="https://econsultancy.com/reports/conversion-rate-optimization-report/">conversion rates</a> have been estimated in many studies (usually given as 2-3%), the undertaking is somewhat arbitrary, given that conversion rate is influenced by so many factors (from product to web design to marketing).</p> <p><img src="https://assets.econsultancy.com/images/0007/4444/Screen_Shot_2016-04-28_at_18.20.12.png" alt="conversion findings" width="615"></p> <h3>UK newspapers lose £155m in print advertising</h3> <p>The total UK ad market grew 7.5% to £20.1bn in 2015, the fastest rate of growth since 2010.</p> <p>However, Warc's <a href="http://expenditurereport.warc.com/">Expenditure Report</a> shows it's far from a rosy picture for print.</p> <p>National newspapers endured an 11% fall in ad revenue to £1.2bn in 2015.</p> <ul> <li>Cinema advertising was up 21%.</li> <li>Internet advertising grew 17.3% in 2015 to £8.6bn.</li> <li>Mobile ad spend was up 61% to £2.6bn.</li> <li>TV advertising was up 7.3% to £5.2bn. </li> </ul> <h3>Bing has 11% of worldwide PC searches</h3> <p>Microsoft's Q1 earnings revealed the current hold that Bing has in the global search market. </p> <ul> <li>Bing now has 31.1% of the US PC search market,</li> <li>17.3% of the UK market,</li> <li>and 11% worldwide.</li> </ul> <p>That equates to 16bn monthly searches globally. What the figures look like across all devices, well, I'm not sure.</p> <h3>Mobile and desktop experiences are on a par in the travel industry</h3> <p>eDigitalResearch conducted a <a href="https://edigitalsurvey.com/survey/do/session/a05c412c3ca4e479999eb6883bf5d4dcbbb4dc8e581d88f02a892104bdea1f75/restart_url/L3N1cnZleS9lbnRlci9zL0VTVi04MzQ0MTM3ODA/is_entering/1">travel benchmark report</a> based on user testing of a variety of travel websites.</p> <p>For the first time, mobile experiences are now rated on a par with desktop with both touchpoints achieving an overall average score of 84%.</p> <p><a href="https://econsultancy.com/blog/66362-is-booking-com-the-most-persuasive-mobile-website-in-the-world">Booking.com</a> tops the standings for a fifth consecutive time.</p> <p><img src="https://assets.econsultancy.com/images/0007/4448/Screen_Shot_2016-04-28_at_18.36.04.png" alt="travel ux" width="615"> </p> <h3>39% of telcos display a phone number on their homepage</h3> <p>A further 20% show a phone number after one click.</p> <p><a href="https://nowinteract.com/telecoms/lack-proactive-contact-channels-harming-telcos/">Now Interact's research</a> looked at 54 leading telecoms companies across the US and Europe and found that:</p> <ul> <li>Despite 56% of telcos analyzed displaying a phone number within the order flow, only 6% connect the visitor directly with the right call centre agent.</li> <li>78% of all channels offered to website visitors were offered in a reactive way – visitors have to seek out a channel in order to use it.</li> </ul> <h3>16% of UK adults will never complain in person</h3> <p>Review platform Trustpilot found that two thirds of Brits (66%) will avoid confrontation where possible, and 16% are so shy that they will never complain in person.</p> <p>50% feel they can express themselves better online than they can in person.</p> <p>The online poll of 2,000 UK adults was conducted by One Poll in April 2016. Sadly, I don't have a link.</p> <h3>Programmatic display viewability improved 62% year-on-year</h3> <p><a href="https://econsultancy.com/reports/programmatic-branding">Programmatic media</a> trading volume has maintained robust growth rates both globally and across Europe in Q1 2016.</p> <p>Accordant Media's <a href="http://pages.accordantmedia.com/l/120912/2016-04-19/2xnnr5%20">Programmatic Media Market Pulse</a> revealed the following: </p> <ul> <li>Q1 2016 RTB media auction volume jumped 217% year-over-year.</li> <li>Viewability is improving by 62% year-over-year and non-human traffic (NHT) decreasing by 81%.</li> <li>Smartphones accounted for 71% of all mobile programmatic transactions in Q1, up from 59% in Q4.</li> <li>Cross-device marketing can lead to a 19% higher conversion rate.</li> </ul> <p><img src="https://assets.econsultancy.com/images/0007/4445/Screen_Shot_2016-04-28_at_18.25.56.png" alt="programmatic trends" width="615"> </p> <p><img src="https://assets.econsultancy.com/images/0007/4446/Screen_Shot_2016-04-28_at_18.26.09.png" alt="programmatic trends" width="300">  <img src="https://assets.econsultancy.com/images/0007/4447/Screen_Shot_2016-04-28_at_18.27.00.png" alt="programmatic trends" width="300">  </p> <h3>73% of Brits do not expect to be paying with cash in five years’ time</h3> <p>Starcom's study of 1,500 Brits also suggested that half the nation currently distrusts cashless technology</p> <p>No link I'm afraid.</p> <h3>Insurance companies answer only 40% of Facebook queries</h3> <p>The sector is delivering excellent service on email (answering 80% of questions), but lags behind on Twitter (50%) and Facebook (40%). </p> <p><a href="http://www.eptica.com/resources/white-papers">Eptica reviewed</a> 100 major UK insurance brands (find the methodology in the report).</p> <ol> <li>Response times range from eight minutes to over five days and few companies deliver consistent answers across different channels.</li> <li>Every brand included in the study had a presence on Twitter, but only half responded successfully to a tweeted query.</li> <li>Email response rate (80%) has improved dramatically from 50% in 2015.</li> </ol> <p><img src="https://assets.econsultancy.com/images/0007/4450/Screen_Shot_2016-04-28_at_18.47.48.png" alt="insurance experience" width="615" height="481"></p> <h3>51% of Europeans will check digital sources daily to catch up during Euro 2016</h3> <p style="font-weight: normal;">And 88% will check in at least once per week.</p> <p style="font-weight: normal;">RocketFuel's research (no link I'm afraid) also concludes:</p> <ul> <li>Nearly half of Europeans are planning to use online video to catch up on games (51%).</li> <li>Half of fans are planning to use the internet more than they have in previous years, and 57% will access Euro 2016 content wherever they are.</li> </ul> <p style="font-weight: normal;">TV viewing still dominates, but:</p> <ul> <li>66% said they’ll watch more TV.</li> <li>41% will increase their desktop use.</li> <li>37% will increase their smartphone use.</li> <li>27% use a tablet more.</li> </ul> <h3>Two thirds of fashion traffic is now mobile</h3> <p><a href="http://blog.affiliatewindow.com/wp-content/uploads/2016/03/Fashion-Focus-White-Paper.pdf">Affiliate Window's internal data</a> confirms that:</p> <ul> <li>More than 50% of multi-device sales occur one week after the cookie is dropped.</li> <li>65% shop across multiple devices.</li> </ul> <p><img src="https://assets.econsultancy.com/images/0007/4449/Screen_Shot_2016-04-28_at_18.41.15.png" alt="fashion web traffic" width="615"></p> <h3>John Lewis the biggest desktop PPC spender in 2015 for home decor</h3> <p>John Lewis has been named as the biggest UK paid search advertiser on 500 selected keywords in the home décor sector.</p> <p>All fitted wardrobe fans will be pleased to see the term topping the tables for PPC spend (according to new research released today by the Kantar Media company AdGooroo).</p> <p>The study examined Google desktop activity on 500 non-branded search terms in the year ending January 2016.</p> <ul> <li>£45.5m was spent by 4,892 advertisers on 500 non-branded home décor keywords in 2015.</li> <li>After John Lewis, Argos, Amazon, blind retailer Hillarys and US furniture retailer Wayfair invested most in paid search advertising on the keyword group.</li> <li>But although John Lewis spent the most on the keywords in the study, the data reveals that Amazon attracted the most clicks.</li> </ul> <p><img src="https://assets.econsultancy.com/images/0007/4451/Screen_Shot_2016-04-28_at_19.07.37.png" alt="kantar ppc analysis" width="615" height="597">  </p> tag:econsultancy.com,2008:BlogPost/67796 2016-04-28T13:56:46+01:00 2016-04-28T13:56:46+01:00 Are brands ruining #EdBallsDay? Andrew Chrysostom <p>Firstly, a potted history of the Twitter phenomenon that is ‘Ed Balls day’.</p> <p>Five years ago, the former Labour shadow secretary was shopping in a supermarket for ingredients to make a slow cooked pulled pork shoulder. That’s right, Ed Balls was pulling pork before you.</p> <p>He had searched for an article about himself on Twitter using his phone and then at 4.20pm accidentally tweeted his own name.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Ed Balls</p> — Ed Balls (@edballs) <a href="https://twitter.com/edballs/status/63623585020915713">28 April 2011</a> </blockquote> <p>Then the internet happened.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Happy <a href="https://twitter.com/hashtag/EdBallsDay?src=hash">#EdBallsDay</a>. Here is a poem entitled "Ed Balls". <a href="https://t.co/7EkVVISWGp">pic.twitter.com/7EkVVISWGp</a></p> — Brian Bilston (@brian_bilston) <a href="https://twitter.com/brian_bilston/status/725576230322462721">April 28, 2016</a> </blockquote> <p>Naturally, it gathered thousands of retweets with users keen to showcase a classic ‘dad on social media’ moment.</p> <p>But after five years, there’s a feeling that #EdBallsDay has become too commercialised.</p> <p>Much like Christmas, has enthusiasm dulled as the spirit of the holiday is gradually being taken over by brands?</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">It's a shame Ed Balls Day has lost its true meaning. Too commercialised these days. <a href="https://twitter.com/hashtag/EdBallsDay?src=hash">#EdBallsDay</a></p> — David Wriglesworth (@Wriggy) <a href="https://twitter.com/Wriggy/status/725573267243864064">April 28, 2016</a> </blockquote> <p>Recently, the death of Prince put a lot of corporate social media channels <a href="https://econsultancy.com/blog/67781-why-do-brands-continue-to-make-stupid-social-media-decisions/">under scrutiny</a> for attempting to make themselves relevant in a context that has nothing to do with their brand values.</p> <p>While corporations joining in on this Twitter in-joke is nowhere near as insensitive, there’s an overwhelming feeling of... why?</p> <p>Laboured puns desperately trying to shoehorn either ‘Ed’ or ‘Balls’ into a product, corporate handles tweeting their own names – there’s an overwhelming feeling that brands are joining conversations that they were neither invited to, nor welcome in.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">TwistED DoughBALLS. <a href="https://twitter.com/hashtag/EdBallsDay?src=hash">#EdBallsDay</a> <a href="https://t.co/FwTWc82XHD">pic.twitter.com/FwTWc82XHD</a></p> — Domino's Pizza UK (@Dominos_UK) <a href="https://twitter.com/Dominos_UK/status/725595851708596224">April 28, 2016</a> </blockquote> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/MetroUK">@MetroUK</a> Stop it.</p> — Oscar Tollast (@DorsetEchoOscar) <a href="https://twitter.com/DorsetEchoOscar/status/725583884973395968">April 28, 2016</a> </blockquote> <p>The meta-culture of social media is one of the things which gave prominence to its rise.</p> <p>From the days of using forum acronyms <a href="http://www.urbandictionary.com/define.php?term=IRL">IRL</a>, there has always been a unique element to nuances that develop purely in niche communities.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Google</p> — Google UK (@GoogleUK) <a href="https://twitter.com/GoogleUK/status/725579001318793216">April 28, 2016</a> </blockquote> <p>These in-jokes quickly become stale when either the subject of them becomes too aware of the publicity, or when they feature in advertising campaigns.</p> <p><iframe src="https://www.youtube.com/embed/PrSPuBYm-Cw?wmode=transparent" width="560" height="315"></iframe></p> <p>Fortunately for the online community, the politician took the fame in good humour and even joined in on the joke, integrating the spike in awareness to his political campaign (sadly Ed lost his seat in the last election).</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Here we go again… ! RT @edballsmp: Ed Balls <a href="http://t.co/EhIPfbmQRo">pic.twitter.com/EhIPfbmQRo</a></p> — Ed Balls (@edballs) <a href="https://twitter.com/edballs/status/593072495395282944">28 April 2015</a> </blockquote> <p>Brands tweeting about Ed Balls feels a bit like your parents liking a Facebook status about a messy night out you’ve been on.</p> <p>So mum, dad, Metro. Let the kids have their fun, and don’t spoil the party.</p> <p>Having said that, we’ve just written an entire blog post about Ed Balls day.</p> <p>Far from trying to join the branded party, just know that at Econsultancy we celebrate the true spirit of Ed Balls day.</p> <p>Whilst we won't be tweeting 'Ed Balls' or 'Econsultancy' at 4.20pm today, we will be watching this. </p> <p><iframe src="https://www.youtube.com/embed/CVaaiwjRGNw?wmode=transparent" width="560" height="315"></iframe></p> tag:econsultancy.com,2008:BlogPost/67748 2016-04-28T11:00:42+01:00 2016-04-28T11:00:42+01:00 Three ways marketers can benefit from the drone revolution Patricio Robles <h3>1. Drones allow marketers to provide new perspectives</h3> <p>Drone technology literally gives marketers the ability to create compelling audiovisual content that offers perspectives never before possible, or only possible at significant cost and thus only available to marketers with significant budgets. </p> <p>The ability for even the smallest of businesses to take advantage of drone imagery is exemplified by Captain Dave Anderson, who runs Capt. Dave's Dolphin &amp; Whale Watching Safari in Dana Point, California.</p> <p>One of his drone videos of dolphins has racked up nearly 12m views on YouTube.</p> <p><iframe src="https://www.youtube.com/embed/Bo_f8mV5khg?wmode=transparent" width="560" height="315"></iframe></p> <p>While drones are becoming both more affordable and usable, even marketers without drones of their own can incorporate drone content into their campaigns as drone-captured photos and videos can increasingly be found on <a href="https://econsultancy.com/blog/2515-stock-photography-resources-and-tips">stock photo</a> and video services.</p> <h3>2. They speed time-to-market </h3> <p>Because drones are now widely available and can be put to use with little hassle, marketers are able to add new perspectives to their campaigns without suffering long delays.</p> <p>Increasingly, specialist skills aren't even required for certain applications.</p> <p>"Recently some of the sophisticated capabilities have gotten cheap and easy to use,"  Timothy Reuter, founder of the largest drone club in the US, <a href="http://www.cnn.com/2014/05/22/tech/innovation/drone-uav-photography/">told CNN</a> in 2014.</p> <blockquote> <p>The difference between the professional and hobbyist tools isn't that big anymore - that's part of the revolution.</p> </blockquote> <h3>3. The sky is now the limit when it comes to creativity</h3> <p>The new perspectives marketers can take advantage of coupled with quick time-to-market means that rapid experimentation is possible.</p> <p>Marketers can now exercise a great deal of creativity when employing drones to create content.</p> <p>But the most creative marketing-related drone applications aren't about content.</p> <p>Some trailblazing marketers are also putting drones to use in more cutting-edge ways. Drones are being used to deliver aerial advertising in a new, less costly fashion.</p> <p><iframe src="https://www.youtube.com/embed/0rUVmAbc4jw?wmode=transparent" width="560" height="315"></iframe></p> <p>And Camisaria Colombo, a Colombian clothier, even used drones to fly mannequins alongside buildings in Vila Olimpia, Sao Paulo's business district, to market its wares to businessmen.</p> <p><iframe src="https://www.youtube.com/embed/QeU4rlgmV8M?wmode=transparent" width="560" height="315"></iframe></p> <p>There are creative non-consumer-facing applications for drones too.</p> <p>Just as brick and mortar businesses are increasingly adopting technologies <a href="https://econsultancy.com/blog/64277-how-to-use-free-wi-fi-for-social-marketing-and-analytics/">like WiFi tracking to monitor customers in-store</a>, drones can be used to gather data that marketers can analyze to develop actionable business insights.  </p> <p>Obviously, regulation of how drones are used could add red tape that makes it more difficult for marketers to use drones across all of these applications.</p> <p>But the general consensus is that drones are here to stay, so in the coming year expect to see more marketers flying high.</p> tag:econsultancy.com,2008:BlogPost/67786 2016-04-27T16:08:00+01:00 2016-04-27T16:08:00+01:00 10 great sports digital marketing campaigns Ben Davis <h3>1. Google &amp; the 2014 World Cup</h3> <p>I'm beginning with a slightly left-of-field choice.</p> <p>In 2016, Google Cards and the integration of various media into its <a href="https://econsultancy.com/blog/66672-semantic-search-the-future-of-search-marketing/">semantic understanding</a> of the web are commonplace.</p> <p>But in 2014, when Google started fleshing out its search results with all sorts of soccer World Cup content, this felt like a bit of a game-changer.</p> <p>Team lineups, live scores, tables, even video highlights from ESPN, were all displayed in search.</p> <p>On top of this, Google Now offered World Cup integration, Street View allowed you to glimpse inside the stadia, and Google Trends was used to flesh out a beautiful <a href="https://www.google.com/trends/worldcup#/en-us/">stat-filled microsite</a>.</p> <p>Despite doing a bit of research, I can find no evidence of a commercial link-up between FIFA and Google.</p> <p>But perhaps that's irrelevant, this was content that greatly benefitted both parties and was the marketing story of the World Cup for me.</p> <p><img src="https://assets.econsultancy.com/images/0007/4372/google_gif.gif" alt="google world cup" width="300"></p> <h3>2. Sky Sports &amp; virtual reality</h3> <p>I wanted to keep it current, so I've included Sky Sports' <a href="https://www.facebook.com/SkySports/videos/10154124847228762/">first dabble with 360 degree video</a>.</p> <p>For the company's 25th anniversary, David Beckham has filmed an interview in VR with Kirsty Gallacher talking about his top three Premier League goals.</p> <p>At this stage in VR's development, and given Sky's potted history with 3D broadcasting, the broadcaster opts to use the technology in a marketing capacity. A wise move. 3.1m views already.</p> <p>But Sky has a VR studio and is producing a range of these videos, so perhaps it won't be long before this content is 'productized'.</p> <p><img src="https://assets.econsultancy.com/images/0007/4373/sky_gif.gif" alt="sky sports 360" width="243" height="198"></p> <h3>3. #ThisGirlCan</h3> <p>This campaign by Sport England has received many column inches for its genius creative and startling impact.</p> <p>Christopher Ratcliff breaks down the strategy in <a href="https://econsultancy.com/blog/66469-seven-video-marketing-lessons-learnt-from-thisgirlcan/">a previous Econsultancy post</a>. Here's a summary.</p> <ol> <li>Sport England wanted to address the fact that 2m more men than women take part in sport in the UK.</li> <li>Research showed that fear of judgement - for appearance, ability (good or bad) or poor priorities - was stopping women from playing sport.</li> <li>Street-casting led to the choice of real people (doing their regular exercise) to feature in the adverts and commercials.</li> <li>Influencers and media outlets were engaged well before the campaign.</li> <li>Sport England primed its audience with similar sentiment (on social and through the media) well before the campaign was launched.</li> <li>Women began making their own responses to the campaign, which Sport England then shared on social media.</li> <li>Stats released in January 2016 show that 2.8m women aged 14-40 who recognise the campaign say they have done some or more activity as a result, while 1.6m say they’ve started exercising. </li> </ol> <p><img src="https://assets.econsultancy.com/images/0006/3279/this_girl_can_02.jpg" alt="thisgirlcan" width="615"> </p> <h3>4. BetFair Back Yourself</h3> <p>A free £20 bet from Betfair to gamble on yourself making your target time at the London marathon 2016.</p> <p>All winnings, for those that hit their time mark, went to their chosen charity. Lost stakes went to Cancer Research UK.</p> <p>What better way to improve brand image, collect some data, do something good, and subtly get people to try gambling. </p> <p><a href="https://promotions.betfair.com/backyourself/%20"><img src="https://assets.econsultancy.com/images/resized/0007/4374/screen_shot_2016-04-27_at_15.32.30-blog-flyer.png" alt="back yourself with betfair" width="470" height="199"></a></p> <h3>5. Adidas' D Rose Jump Store</h3> <p>To basketball now, and a piece of event marketing by Adidas that makes you smile.</p> <p>The 'D Rose Jump Store' opened for a day in Hackney, East London, in July 2013.</p> <p>Chicago Bulls point guard Derrick Rose invited queueing fans to take a pair of free trainers... off a shelf 10 foot in the air.</p> <p>This campaign video explains the work of TBWA/London.</p> <p><iframe src="https://player.vimeo.com/video/71410227" width="640" height="360"></iframe></p> <h3>6. #DareToZlatan</h3> <p>Some very funny (for soccer fans) social activity next.</p> <p>There's no real template provided by this Nike campaign, based as it is on the inimitable public persona of Zlatan Ibrahimovic, but it did show social media as a channel with punch.</p> <p>The #DareToZlatan Q&amp;A was promoted with some video content on YouTube, but carried out solely on Twitter.</p> <p>Promoting Zlatan's new clothing line, agency bods took control of Ibra's Twitter account in March 2014 and created some superb comedic responses.</p> <p>This no-doubt pre-prepared content was funny and appeared off the cuff, playing on the footballer's reknowned ego.</p> <p>Here's a couple of my favourite tweets.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Dear <a href="https://twitter.com/Khaledsaifi">@Khaledsaifi</a>. Zlatan used this simple thought process. <a href="https://twitter.com/hashtag/DareToZlatan?src=hash">#DareToZlatan</a> <a href="http://t.co/zshiqHl9eY">pic.twitter.com/zshiqHl9eY</a></p> — Zlatan Ibrahimović (@Ibra_official) <a href="https://twitter.com/Ibra_official/status/443023536559357952">March 10, 2014</a> </blockquote> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">There are 2 things Zlatan cannot do <a href="https://twitter.com/at_sunshine">@at_sunshine</a>. One is be predictable. The other is a step-under. But Zlatan is practising. <a href="https://twitter.com/hashtag/DareToZlatan?src=hash">#DareToZlatan</a></p> — Zlatan Ibrahimović (@Ibra_official) <a href="https://twitter.com/Ibra_official/status/442972437249277952">March 10, 2014</a> </blockquote> <h3>7. The Madden Giferator</h3> <p>GIFs are such a big part of social media today that I thought I should tip my hat to <a href="https://googleblog.blogspot.co.uk/2014/09/art-copy-code-ea-sports-madden-giferator.html">Google and EA Sports</a> for noticing the trend in its ascendancy back in September 2014.</p> <p>The Madden Giferator allows fans to add custom text to GIFs of their favourite players killing it in Madden NFL 15.</p> <p>During games, the Giferator switched up the GIFs available to match live action. The results were also included in a display ad campaign.</p> <p><img src="https://4.bp.blogspot.com/-wbeBi_mJ_g4/VAf2VQO0ysI/AAAAAAAAPSY/4E2e2EO5YAQ/s1600/packers_cmatthews52_predator.gif" alt="ragequit gif" width="300"> </p> <h3>8. 'Together we make football'</h3> <p>Simple concepts are the best and the NFL nailed it with this campaign.</p> <p>Fans submitted stories about why they love football. The best became finalists, with their stories being made into video spots by the NFL.</p> <p>Online voting determined the best effort, with that fan receiving 2016 Super Bowl tickets (in the end, all five finalists were declared winners).</p> <p>Check out the <a href="https://www.youtube.com/watch?v=tRjZFPB-ZwM">compilation of videos here</a>.</p> <h3>9. Powerade - Very Real Power</h3> <p>A bit of a blast from the past now (and not digital, I apologise). Michael Vick, the now-disgraced former Falcons Quarterback, featured in this Powerade commercial.</p> <p>I love the home-movie aesthetic (the grainy, handheld camera work). It's a beautifully executed, funny video, made even better by the contradictory legal wording at the end (Powerade does not increase strength).</p> <p>There was a LeBron James version, too.</p> <p><iframe src="https://www.youtube.com/embed/iVsReik_FU4?wmode=transparent" width="420" height="315"></iframe> </p> <h3>10. Real Madrid on SnapChat</h3> <p>Real Madrid has a <a href="https://econsultancy.com/blog/63774-is-real-madrid-a-digital-galactico-well-not-really/">sprawling digital presence</a> as one of the biggest soccer brands in the world.</p> <p>The club launched on SnapChat in 2015, becoming the first soccer team in Europe to partner on an Official Live Story.</p> <p><a href="http://www.fastcocreate.com/3058820/infographic-of-the-day/inside-real-madrids-game-plan-for-digital-domination/5">480,000 subscribers</a> were gained in just three months and the Clasico Live Story generated 185m impressions.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/4375/real-blog-flyer.png" alt="real madrid snapchat" width="350"></p> <p><em>For more on sports marketing, read <a href="https://econsultancy.com/blog/67610-digital-transformation-in-sports-from-diamond-to-gridiron/">Digital transformation in sports: from diamond to gridiron</a>.</em></p> tag:econsultancy.com,2008:BlogPost/67773 2016-04-22T11:30:00+01:00 2016-04-22T11:30:00+01:00 10 funky digital marketing stats from this week Ben Davis <h3>YouTube ROI is higher than TV in 77% of campaigns</h3> <p>This research was widely reported this week; Google's latest attempt to lure TV ad spend to <a href="https://econsultancy.com/blog/66784-five-tips-to-maximise-time-spent-with-online-video/">online video</a>.</p> <p>A meta-analysis of 56 case studies across eight countries showed that advertising on YouTube delivered a higher ROI than TV in 77% of cases.</p> <p>Looking in-depth at 17 of these case studies, 80% were recommended to more than double spend on YouTube ads.</p> <p>The research was carried out with a range of partners, the following carried out by Kantar Worldpanel using media mix modelling:</p> <ul> <li>Mars UK ran a Snickers campaign in summer 2015. Testing the mix of TV and online video activity in order to maximise in-store sales, the results showed that YouTube delivered more than double the ROI of TV for each pound spent.</li> <li>Danone’s French campaign for Danette desserts saw an ROI two to three times higher for YouTube than TV for every Euro spent. 7% of the sales were attributable to the online video activity.</li> </ul> <h3>Brits are 63% more likely to open an email with an emoji</h3> <p>Mailjet's research was conducted on a 15,000 strong sample of its database.</p> <ul> <li>In the US, the average increase in open rate from <a href="https://econsultancy.com/blog/66399-can-emojis-in-page-titles-increase-google-ctrs">emojis</a> drops to 43%.</li> <li>'Face with tears of joy' was the most successful emoji, generating an open rate of 41%.</li> <li>Average open rates fell by 11% among French recipients, showing that perhaps emoji are not the answer to every problem.</li> </ul> <p>At time of going to press, I don't have the raw data or methodology for this study, so although it's an interesting topic, you'll have to watch this space for a link.</p> <p><em><img src="https://assets.econsultancy.com/images/0007/4203/word.png" alt="word of the year" width="500"></em></p> <p><em>It would seem 'face with tears of joy', the Oxford English Dictionary word of the year, may also be an effective marketing weapon.</em></p> <h3>Cost of poor content</h3> <p><a href="http://www.shotfarm.com/product-information-report/">Shotfarm</a> has produced a report on product information, looking at how product content affects online sales.</p> <p>The survey of 1,500 consumers revealed the following:</p> <ul> <li>78% of consumers said product information is very important when making a purchase decision.</li> <li>42% of consumers have returned an online purchase in the past year due to poor product content.</li> <li>56% of consumers have abandoned their online shopping cart due to poor product descriptions or low-quality images.</li> </ul> <p><img src="https://assets.econsultancy.com/images/0007/4215/Screen_Shot_2016-04-22_at_08.37.54.png" alt="shotfarm product report" width="615"></p> <h3>33% of marketers admit company culture is a barrier to digital investment</h3> <p>Econsultancy's <a href="https://econsultancy.com/reports/marketing-budgets-2016/">Marketing Budgets Report 2016</a>, sponsored by Oracle, includes some fascinating data from the seventh year of the study.</p> <p>72% of the 500 marketing and agency respondents said they would be increasing digital marketing budgets in 2016. This was slightly down on last year (79%).</p> <p>Other findings include:</p> <ul> <li>16% are decreasing paid media spend, compared to 9% in 2015.</li> <li>33% of marketers admit company culture is a barrier to digital investment.</li> </ul> <p>The chart below shows how 2016's respondents seem to be less confident in a number of areas including working towards cohesive customer experiences, breaking down internal silos, achieving boardroom buy-in and innovating.</p> <p>On the brighter side, 54% are planning to recruit more people into their digital teams next year (compared to 51% last year).</p> <p><img src="https://assets.econsultancy.com/images/0007/3923/Screen_Shot_2016-04-13_at_17.43.14.png" alt="marketing spend plans" width="615"></p> <h3>Under 35s account for 55% of mobile searches</h3> <p><a href="http://www.slideshare.net/bingads/seizing-the-mobile-opportunity-uk-mobile-insights-2016">Data from Bing search trends</a> have revealed the following changes:</p> <ul> <li>The number of questions asked on smartphones is growing by over 20% year-on-year.</li> <li>Under 35s account for more than half of smartphone queries (55%).</li> <li>Over 50s continue to dominate searches on tablets (40%).</li> <li>Women currently make six in 10 searches on smartphones and tablets.</li> </ul> <p>The chart below shows which categories see more search share on mobile.</p> <p><img src="https://assets.econsultancy.com/images/0007/4213/Screen_Shot_2016-04-22_at_08.08.15.png" alt="bing insights" width="615"></p> <h3>86% higher spend on social advertising year-on-year in Q1 2016</h3> <p>Spend on social advertising jumped 86% year-on-year (YoY) in the first quarter of 2016, boosted by a 122% rise in mobile ad spend, according to the latest quarterly global <a href="http://www.kenshoo.co.uk/digital-marketing-snapshot/">data from Kenshoo</a>.</p> <p><a href="https://econsultancy.com/blog/67020-why-instagram-should-be-the-channel-of-choice-for-marketers/">Instagram ads</a> and Facebook Dynamic Product Ads helped push social spend in the first quarter higher than that of Q4 2015, atypical for the season.</p> <p>In paid search, much of the 13% YoY growth for the quarter came from a 77% increased spend on smartphone ads.</p> <p>98% higher spend on Product Listing Ads (PLAs), generated three times more clicks than a year ago. </p> <p><img src="https://assets.econsultancy.com/images/0007/4212/Screen_Shot_2016-04-22_at_07.54.44.png" alt="social spend" width="500"></p> <p><img src="https://assets.econsultancy.com/images/0007/4211/Screen_Shot_2016-04-22_at_07.55.16.png" alt="search spend" width="500"></p> <h3>eBay.co.uk Spring spending</h3> <p>eBay Advertising sent me some stats about purchases on eBay.co.uk in May 2015, when it seems home improvement is in order.</p> <ul> <li>8m purchases were made in the Home, Furniture and DIY category - three purchases every second.</li> <li>Shoppers made 26 searches per minute for “sofa” in May 2015.</li> <li>1.4m were made in the Garden and Patio category, when searches for “BBQ” peaked at over 300,000.</li> </ul> <h3>Smartphone sales growth 101% in UK, tablets just 6%</h3> <p>The <a href="https://www.uk.capgemini.com/news/uk-news/imrg-capgemini-e-retail-sales-index-online-retail-sales-growth-rate-doubles-in-first">IMRG Capgemini e-Retail Sales Index</a> looks at ecommerce in the UK. Its Q1 2016 results revealed the following:</p> <ul> <li>15% YoY growth for Q1, over double the growth in Q1 2015 (excluding travel).</li> <li>Smartphone sales growth (101% YoY) far outstripping that of tablets (6%).</li> <li>Average basket value (ABV) increased from £77 (Q1 2015) to £81 (Q1 2016).</li> <li>The Home and Garden sector saw its highest increase (26%) since February 2014. </li> </ul> <h3>Mobile responsible for majority of traffic to top 25 UK retail sites</h3> <p>The majority of visits to the top 25 UK online retailers in Q1 2016 came via mobile (2m) as opposed to desktop (1.6m). A pattern also seen in Q4 2015.</p> <p>Very.co.uk recorded the highest mobile share (72%), followed closely by New Look (70%) and Argos (69%).</p> <p>Ebuyer.com recorded the highest desktop share (62%) followed by Ocado.com (60%) and ASOS (52%).</p> <p>Traffic sources were as follows:</p> <ul> <li>Direct traffic was responsible for 1.6bn visits (a 42% share).</li> <li>The second highest source of visits came from organic search, 1.05bn visits (29%).</li> <li>Referrals from third party websites (top two being eBay and Hot UK Deals) accounted for 709m visits (19%).</li> <li>Paid search accounted for 134m visits (4%).</li> </ul> <p><img src="https://assets.econsultancy.com/images/0007/4204/Screen_Shot_2016-04-21_at_21.51.48.png" alt="retail traffic q1 2016" width="615"></p> <h3>Ecommerce in Italy</h3> <p>Casaleggio Associati <a href="https://www.casaleggio.it/en/e-commerce/%20">presented</a> Italian ecommerce figures for the tenth year to the Milan Chamber of Commerce.</p> <p>2015 turnover is estimated at 28.8bn euros, putting growth at its highest since 2011.</p> <p><img src="https://assets.econsultancy.com/images/0007/4205/1-Ecommerce-turnover-Italy.jpg" alt="italian ecommerce" width="615"> </p> tag:econsultancy.com,2008:BlogPost/67766 2016-04-21T12:26:00+01:00 2016-04-21T12:26:00+01:00 10 examples of great travel marketing campaigns Ben Davis <h3>1. The Airbnb Guidebooks</h3> <p>Let's start with something new. <a href="https://econsultancy.com/blog/65322-how-to-rebrand-airbnb/">Airbnb</a> launched guidebooks on its website and app this week, as part of its 'Live there' campaign.</p> <p>This fresh content shows Airbnb is keen to expand the knowledge and advice available through its network, competing with longer-established websites such as TripAdvisor.</p> <p>What's great about them is that every host can create one, meaning there are thousands of personal tour guides across Airbnb's network, and anyone who has signed up can access each of these guides.</p> <p>So, guests can easily view a host's local highlights, with a very handy map and some summary cards.</p> <p><a href="https://www.airbnb.co.uk/things-to-do/rooms/230839"><img src="https://assets.econsultancy.com/images/0007/4146/Screen_Shot_2016-04-20_at_14.28.02.png" alt="kiki's guidebook" width="615" height="337"></a></p> <p>Airbnb has also produced some city guidebooks, which are aggregated highlights from hosts' personal guides.</p> <p>I found these to be a more interesting mix than the standard TimeOut or TripAdvisor top ten listings. However, I was amused to see how certain boroughs are over-represented.</p> <p>Take London for example. A lot of Airbnb hosts reside in East London (where a lot of young creatives live).</p> <p>That means that Hackney is fairly prominent in the London recommendations.</p> <p>Six of the 10 things to do are in Hackney, including the top three (Columbia Road Flower Market, Broadway Market, London Fields Lido).</p> <p>This is a minor gripe. The bottom line is these guidebooks are authentic, easy-to-use, and a wonderful way to increase customer satisfaction and engagement.</p> <p><a href="https://www.airbnb.co.uk/things-to-do/london"><img src="https://assets.econsultancy.com/images/0007/4147/Screen_Shot_2016-04-20_at_14.45.52.png" alt="city guidebook from airbnb" width="615" height="300"></a></p> <h3>2. HostelWorld's Alan Partridge tribute</h3> <p>Next I'm choosing an Anglocentric campaign.</p> <p>For anyone who has never watched Alan Partridge, there was a particularly famous scene where Steve Coogan's character was pitching ideas for new TV shows.</p> <p>Of all the ideas (Monkey Tennis, Cooking in Prison etc.), Youth Hostelling with Chris Eubank was one of the most absurd.</p> <p>For years, Chris Eubank didn't really understand why the public kept asking him about this. The boxer <a href="http://www.radiotimes.com/news/2015-08-10/chris-eubank-doesnt-get-youth-hosteling-with-chris-eubank">often sounded bemused on Twitter</a>.</p> <p>But then, 18 years later, <a href="http://www.hostelworld.com/">HostelWorld</a> decided to create this show as a marketing exercise.</p> <p>Fans of Partridge were delighted and the campaign generated lots of PR and, presumably, links.</p> <p><iframe src="https://www.youtube.com/embed/iGG5OhEcpOQ?wmode=transparent" width="560" height="315"></iframe></p> <h3>3. This Southwest Airlines flight attendant</h3> <p>Okay, she's not a campaign, but this video does have 22m views at time of writing and must have done a fair bit for the perception of enthusiastic and unique service from Southwest.</p> <p>The airline regularly ranks highly (as far as airlines go) in brand reputation rankings and sees a high level of <a href="https://econsultancy.com/blog/65544-10-loyalty-building-strategies-for-customer-retention">customer loyalty</a>. </p> <p><iframe src="https://www.youtube.com/embed/07LFBydGjaM?wmode=transparent" width="420" height="315"></iframe></p> <h3>4. SNCF Europe - it's just next door </h3> <p>Some solid <a href="https://econsultancy.com/blog/65230-10-very-cool-examples-of-experiential-marketing/">experiential marketing</a> next.</p> <p>In 2013, SNCF wanted to promote its rail services between European countries, highlighting the proximity of many destinations on the mainland.</p> <p>It did this with doorways that revealed LED screens broadcasting another major European city, allowing people to envisage stepping into another country.</p> <p><iframe src="https://www.youtube.com/embed/GGW6Rm437tE?wmode=transparent" width="560" height="315"></iframe></p> <h3>5. LateRooms Magic Makers</h3> <p>LateRooms shows how easy it is with a modest budget to bribe/delight customers enough that they make a lot of noise on social media.</p> <p>The campaign was very simple. Choose some customers and surprise them with a tailored gift, either after their trip or when they reach their destination.</p> <p><a href="https://www.youtube.com/watch?v=pqHWAE8GDEk">KLM did something similar way back in 2010</a>, finding customers on FourSquare, doing some detective work and then delivering them a personalised gift at the airport gate.</p> <p>The beauty of LateRooms' approach in 2015 is that the blogging community is so vast, the company could bank on more than just a Facebook post or Tweet (and duly got it).</p> <p>Here's an example of love that came the brand's way.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/LateRooms">@LateRooms</a> AMAZING unexpected thoughtful gift just arrived- so impressed and thrilled thank you magic makers <a href="https://t.co/iexM1xhlSZ">pic.twitter.com/iexM1xhlSZ</a></p> — Sarah Redmond (@SarahARedmond) <a href="https://twitter.com/SarahARedmond/status/715498730200375296">March 31, 2016</a> </blockquote> <h3>6. HomeAway's anti-Airbnb TV spot</h3> <p>Airbnb is the elephant in the room when it comes to marketing most hoteliers and competing services.</p> <p>It certainly is (intentionally so) for HomeAway in the TV spot below. HomeAway is similar to Airbnb, except guests rent entire homes (without a host in sight).</p> <p>The company wanted to make a virtue of this difference, and it does so in a humorous way (far from the piety of the Airbnb message of joining communities).</p> <p><iframe src="https://www.youtube.com/embed/Ylil-RlERSs?wmode=transparent" width="560" height="315"></iframe></p> <h3>7. Virgin America's playful website</h3> <p>Okay, this isn't really a campaign, but Virgin America's website was so universally well-received that it felt like a campaign.</p> <p>I wrote a long blog post about how much fun it is to use. <a href="https://econsultancy.com/blog/65065-30-little-things-i-love-about-the-new-virgin-america-website/">Go check it out</a>.</p> <p><img src="https://assets.econsultancy.com/images/resized/0004/9575/fix_phone-blog-full.png" alt="virgin america website" width="615" height="546"></p> <h3>8. Visit Britain's GREAT campaign</h3> <p>The GREAT campaign has to be included here for simple yet bold creative and stunning results.</p> <p>The four-year, £100m campaign has focused on culture, heritage, sport, music, countryside, food and shopping, as well as tying in with the Bond movie, Skyfall.</p> <p>A pre- and post-2012 Olympics push was also key to the ongoing campaign. The video below shows some of the many highlights.</p> <p>Topline results as follows:</p> <ul> <li>At least £2.5bn in additional visitor spend.</li> <li>£8.9bn in advertising equivalent value.</li> <li>£52.5m in partner funding (cash and in kind).</li> </ul> <p><img src="https://assets.econsultancy.com/images/0007/4166/skyfall.gif" alt="skyfall" width="605" height="279"></p> <h3><iframe src="https://www.youtube.com/embed/06NDKa_8OSY?wmode=transparent" width="560" height="315"></iframe></h3> <h3>9. Airbnb's Hollywood Vine</h3> <p>Yet more Airbnb and another blast from the past. The tech/travel giant jumped aboard Vine pretty quickly, using it to engage and incentivise, creating user-generated content in the process.</p> <p>A competition offered a trip to the Sundance Film Festival for lucky Viners who sent in something creative about their trip.</p> <p>Airbnb then created a feature length Vine with many of the entries. The joy of Vine in 2013 was its low-fi, DIY nature, and the feature captures this well.</p> <p>All in all, it was this kind of activity that set Airbnb apart as an engaged, thoughtful brand, not just a great platform.</p> <p><iframe src="https://www.youtube.com/embed/laCLVzWpS0I?wmode=transparent" width="560" height="315"></iframe> </p> <h3>10. Thomas Cook uses virtual reality</h3> <p>It's not just Thomas Cook, but British airways, too, that have <a href="https://econsultancy.com/blog/67078-three-examples-of-brands-experimenting-with-virtual-reality/">trialled virtual reality</a> to give prospective customers a taste of a destination.</p> <p>Of course, it's not the 1930s any more, we see exotic locations and aeroplanes on the television all the time, but using VR to engage and upsell could be a powerful tool.</p> <p>At the moment, of course, PR is the name of the game. Surely, the brand has reaped the reward already.</p> <p>Next step is the development of 12 360-degree films showcasing various cities <a href="http://visualise.com/case-study/thomas-cook-virtual-holiday">by Visualise</a>, to expand the experience and offer customers a taste of a range of destinations.</p> <p><img src="https://assets.econsultancy.com/images/0006/8203/thomas_cook.jpeg" alt="thomas cook vr" width="275" height="183"></p> <p><iframe src="https://www.youtube.com/embed/TotoIZdle3c?wmode=transparent" width="560" height="315"></iframe></p> tag:econsultancy.com,2008:BlogPost/67760 2016-04-20T11:32:57+01:00 2016-04-20T11:32:57+01:00 Search ads found to lift in-store sales: report Patricio Robles <p>As <a href="http://adage.com/article/cmo-strategy/chobani-yahoo-search-ads-lift-sales/303569/">reported by</a> AdAge, consumers who saw ads for Greek yogurt brand Chobani when searching for yogurt-related terms spent 9% more on Chobani than consumers who didn't see the company's ads.</p> <p>AdAge's Jessica Wohl explained that the test, which occurred in 2015:</p> <blockquote> <p>...could essentially match households from their use of the Yahoo search engine through to actual grocery store checkouts, going well beyond just tracking if someone clicked on an ad.</p> </blockquote> <p>According to Yahoo and NCS, the test methodology allowed for the search ad sales lift to be accurately tracked without interference from other factors, such as external marketing campaigns Chobani was running at the time.</p> <p>Perhaps most interestingly, Chobani found that purchases increased the more consumers were exposed to its search ads, and "once the campaign ended there was a dropoff."</p> <p>This suggests that, not surprisingly, a sustained search marketing campaign might be necessary to realize continued sales lift.</p> <h3>Advances in attribution</h3> <p><a href="https://econsultancy.com/blog/65459-what-is-marketing-attribution-and-why-do-you-need-it">Attribution</a> has been a hot topic for several years. For many brands, establishing a <a href="https://econsultancy.com/blog/10288-companies-struggling-to-perform-attribution-and-online-offline-measurement">connection between online ads and offline activity</a> is a real challenge.</p> <p>There are a <a href="https://econsultancy.com/blog/67038-11-ways-to-track-online-to-offline-conversions-and-vice-versa">number of techniques</a> that are commonly used, but many companies aren't <a href="https://econsultancy.com/blog/66354-customer-journey-tracking-joining-up-digital-and-offline-touchpoints">joining up digital and offline touchpoints</a>.  </p> <p>For CPG brands like Chobani, attribution is especially difficult, but the testing conducted by Yahoo and NCS demonstrates that it can be done.</p> <p>The pair say that they have performed eight to 10 similar tests and while they aren't able to reveal the details of those tests at the current time, the results are similarly impressive.</p> <p>According to Francine Faiella, the senior director of client consulting for NCS:</p> <blockquote> <p>Now that we've got a handful of measurements under our belt, we're starting to see some trends, and it's becoming clear that search advertising can be very effective.</p> </blockquote> <h3>The connection to viewability</h3> <p>Of course, the idea that exposure to search ads could benefit brands even when consumers don't click on them probably won't surprise marketers, many of whom for some time have recognized the importance of <a href="https://econsultancy.com/blog/67334-disproving-the-myth-about-display-clicks-conversions/">view-through conversions</a> in the display ad market.</p> <p>But as these effects are better quantified, it could influence how and where marketers spend money.</p> <p>While there is debate around <a href="https://econsultancy.com/blog/67632-why-chasing-after-100-viewability-makes-no-sense-for-advertisers">the importance of viewability</a> as a KPI, it's clear that ads will have limited impact if they can't be properly seen.</p> <p>And if search ads, which are less susceptible to viewability concerns than their display cousins, become established as potent drivers of view-through conversions, it could make search marketing strategy even more important to brands.</p> tag:econsultancy.com,2008:BlogPost/67747 2016-04-18T15:35:06+01:00 2016-04-18T15:35:06+01:00 Pharma marketers should use storytelling to improve the industry’s reputation Patricio Robles <p>Throw in <a href="https://econsultancy.com/blog/67590-can-targeted-social-ads-help-pharma-overcome-drug-pricing-controversy">public outrage over drug prices</a> and it's clear that pharmaceutical companies face an uphill battle in winning consumers over.</p> <p>But the challenging environment could prove to be beneficial as it forces the industry to be more instrospective.</p> <p>As Medical Marketing &amp; Media's Jaimy Lee <a href="http://www.mmm-online.com/agency/creative-partners-should-push-pharma-clients-to-tell-better-stories/article/489418/">detailed</a>, officials and attendees at the upcoming Lions Health Festival are urging pharma to improve how it communicates with consumers.</p> <p>"We neglect the origin story. Instead we run these dumb ads," Alexandra von Plato, group president of North America for Publicis Healthcare Communications Group, told Lee.</p> <p><iframe src="https://www.youtube.com/embed/3hp_y0wDFz0?wmode=transparent" width="615" height="461"></iframe></p> <p>While issues like drug pricing are complex and emotionally-charged, pharmaceutical companies can take cues from the growing number of <a href="https://econsultancy.com/blog/65397-five-brands-excelling-at-storytelling">brands that are becoming excellent storytellers</a>.</p> <p><a href="https://econsultancy.com/blog/65419-content-marketing-and-the-difficulties-of-storytelling">Storytelling isn't easy</a>, and many brands simply don't have <a href="https://econsultancy.com/blog/65255-virgin-media-the-paragon-of-brand-storytelling">Virgin Media-like stories</a>.</p> <p>Fortunately pharma brands aren't relegated to "dumb ads"; they <em>do</em> have stories to tell. These stories are often compelling and filled with emotion.</p> <p>After all, despite the fact that the industry finds itself increasingly panned by critics, drug companies are improving and saving lives.</p> <p>But their television ads, often the butt of jokes, are far more widely discussed.</p> <p>In other industries, companies are frequently adept at telling stories about how they're helping to make the world a better place. </p> <p>Toms, a shoe and eyewear manufacturer that has incorporated philanthropy into its business model, is a good example of this.</p> <p><iframe src="https://www.youtube.com/embed/sz7-iwmNkRA?wmode=transparent" width="615" height="346"></iframe></p> <p>So what's holding pharma marketers back? According to Josh Prince, CMO of Omnicom Health Group, "We don't push our clients enough."</p> <p>Coupled with <a href="https://econsultancy.com/blog/67131-pharma-s-mobile-social-efforts-aren-t-as-healthy-as-they-should-be">underinvestment in key digital channels</a>, pharma's reluctance to tell its most compelling stories has created a void that could become more and more difficult to fill as the industry faces an increasingly challenging and even hostile environment.</p> <p><em>For more on this topic, see:</em></p> <ul> <li><a href="https://econsultancy.com/reports/healthcare-study-organizing-marketing-in-the-digital-age/"><em>Healthcare Study: Organizing Marketing in the Digital Ag</em>e</a></li> </ul> tag:econsultancy.com,2008:BlogPost/67742 2016-04-18T14:19:40+01:00 2016-04-18T14:19:40+01:00 Digital marketing budgets are growing (but are marketers battle-weary?) Ben Davis <h3>72% are increasing digital marketing budgets</h3> <p>First things first. The outlook for digital marketing budgets is very promising, with 72% of respondents ready to spend more in 2016.</p> <p>As you can see from the chart below, the proportion of respondents planning to increase digital budgets has been fairly steady for the past five years (rising from 67% in 2011 to 74% in 2012).</p> <p>However, last year (2015) does stick out slightly as a high watermark, with 79% increasing budgets and only 20% holding things steady.</p> <p><img src="https://assets.econsultancy.com/images/0007/3947/Screen_Shot_2016-04-14_at_14.53.33.png" alt="digital budgets" width="615"></p> <h3>But are digital marketers battle-weary?</h3> <p>When asked to identify barriers to digital marketing investment, 33% of respondents admitted that '<a href="https://econsultancy.com/blog/67059-changing-company-culture-six-things-to-try">company culture</a>' was one. In 2015, this figure was only 24%.</p> <p>Looking more closely at the organisational attitude to digital marketing spend, it seems marketers are a little less bullish than last year as to whether all the battles have been won. </p> <p>A smaller proportion of respondents think they are working towards cohesive CX, breaking down silos, securing boardroom buy-in (a significant drop from 71% to 57%), reserving budget for innovation, or breaking the distinction between digital and traditional budgets.</p> <p>On the positive side, 54% of respondents are planning to recruit more people into their digital team in 2016 - this is an increase from 51% in 2015.</p> <p><img src="https://assets.econsultancy.com/images/0007/3923/Screen_Shot_2016-04-13_at_17.43.14.png" alt="digital fatigue" width="615"></p> <h3>Has paid media spend dropped in the wake of ad blocking?</h3> <p>There is lots more data in the report about specific channel budgets etc. but I thought I'd finish with the chart below showing planned change in spend on 'earned', 'owned' and 'paid' media.</p> <p>Earned and owned haven't seen much change from 2015 to 2016 (though 4% are now decreasing earned media budget).</p> <p>Bigger changes are afoot with paid media though. The proportion of marketers decreasing paid media spend has gone from 9% up to 16%.</p> <p>That feels fairly substantial and could reflect caution in the market after much publicised panic from publishers and trade bodies about the level of <a href="https://econsultancy.com/blog/67130-seven-ways-publishers-are-addressing-ad-blocking">ad blocking</a> and <a href="https://econsultancy.com/blog/67660-what-can-prevent-ad-fraud-we-ask-an-ad-tech-ceo/">ad fraud</a>.</p> <p><img src="https://assets.econsultancy.com/images/0007/3924/Screen_Shot_2016-04-13_at_17.56.01.png" alt="content slowdown" width="615"></p> <p>Subscribers can download the <a href="https://econsultancy.com/reports/marketing-budgets-2016/">Marketing Budgets Report 2016</a>, sponsored by Oracle Marketing Cloud, now.</p> tag:econsultancy.com,2008:Report/4092 2016-04-18T14:00:00+01:00 2016-04-18T14:00:00+01:00 Marketing Budgets 2016 <h2>Overview</h2> <p>The <strong>Marketing Budgets 2016 Report</strong>, published by Econsultancy in association with <a href="https://cloud.oracle.com/marketing-cloud" target="_self">Oracle Marketing Cloud</a>, is a bellwether for the health of the marketing industry.</p> <p>It looks at the extent to which companies are increasing their budgets across a range of channels and technologies, comparing online and offline budgets while also looking at the balance between acquisition and retention marketing.</p> <p>The report compares spending trends – and ability to measure ROI – across different 'traditional' and digital channels. </p> <p>Almost 500 companies participated in this research, which took the form of an online survey during January and February 2016.</p> <h2>What you'll learn from this research </h2> <p>The report reveals marketers’ priorities for the next 12 months, while exploring the extent to which companies are committed to investing in marketing, the channels they are focusing their investment on, and the challenges they face in improving their capabilities in this area.</p> <p>As a result of collecting data and insight on the state of marketing budgets since 2010, the report allows you the opportunity to understand the results in the context of marketing budgets dating back to 2010 and any trends that have emerged.</p> <p><strong>Key findings from the report </strong></p> <ul> <li>Attitudes towards marketing budgets dip, as realities of the boardroom kick in</li> <li>Customer experience and measurability drive marketing technology spend</li> <li>Culture is stifling innovation... and the budget</li> </ul> <h2>Features of the report </h2> <p>This 54-page report looks in detail at how companies are allocating their online and offline marketing budgets in 2016. It explores the following areas:</p> <ul> <li>Marketing budget plans for 2016</li> <li>The CX impact</li> <li>Is the culture of ROI stifling innovation?</li> </ul> <h2>Who should read this report?</h2> <p>The report is essential reading for both in-house marketers and agency professionals around the world, as well as those who want to understand how marketing budgets and investment is evolving within the digital and traditional marketing fields.</p>