tag:econsultancy.com,2008:/topics/marketing-automation Latest Marketing Automation content from Econsultancy 2016-04-05T01:00:00+01:00 tag:econsultancy.com,2008:BlogPost/67692 2016-04-05T01:00:00+01:00 2016-04-05T01:00:00+01:00 The best APAC digital marketing stats from March 2016 Ben Davis <h3>Facebook numbers in Southeast Asia</h3> <p style="font-weight: normal;">Facebook has 241m users in Southeast Asia and 94% of them use Facebook on mobile, according to the network's own internal data.</p> <p style="font-weight: normal;">Thais and Singaporeans use Facebook to messages businesses at nearly twice the monthly global average.</p> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0007/3543/Screen_Shot_2016-04-03_at_21.56.18.png" alt="facebook users in se asia" width="615"></p> <p style="font-weight: normal;"><em>via<a href="https://www.facebook.com/business/news/Connecting-over-241-Million-People-in-Southeast-Asia-on-Facebook"> Facebook for Business</a>.</em></p> <h3>APAC ecommerce revenue outstripping USA and Europe</h3> <p>A <a href="https://www.forrester.com/report/Asia+Pacific+Online+Retail+Forecast+2015+To+2020/-/E-RES130701">report from Forrester</a> states that five markets in APAC (China, Japan, South Korea, India and Australia) already have combined ecommerce revenues surpassing US and Europe combined.</p> <p>The forecast suggests that the revenue from these five markets is set to double by 2020, from $733bn in 2015 to $1.4tn.</p> <h3>Australia: the internet = entertainment</h3> <p>More than half of Australians over 16 years old consider the internet as their main source of entertainment.</p> <p>Over 1,000 Australians were surveyed by Meltwater, reported by <a href="http://www.bandt.com.au/media/one-three-australians-turn-social-media-first-news-source">B&amp;T Magazine</a>, on their media consumption habits and use of digital technologies.</p> <p>Other findings include:</p> <ul> <li>35% of Australians go to Facebook or Twitter newsfeeds as a first stop for news.</li> <li>The over 65 demographic (perhaps traditionally viewed as laggards) are relying on online news just as much as print.</li> </ul> <h3>APAC warms to the internet of things</h3> <p>Indian and Chinese consumers are more enthusiastic about <a href="https://econsultancy.com/blog/67013-five-opportunities-for-marketers-using-the-internet-of-things/">connected devices</a> in the home than those in other international markets.</p> <p>The survey by Mindshare (11,000 respondents across 19 countries, reported by <a href="http://www.mumbrella.asia/2016/03/mindshare-survey-reveals-asian-attitudes-connected-future/">Mumbrella</a>) showed the proportion of those "very interested" from these two markets far exceeded the global average.</p> <p>APAC respondents in general were also interested in connected consumables, perhaps surprisingly even food (40%) and drink (38%).</p> <p>Despite this interest in connected devices, many were "concerned" about companies knowing how, when and how often they used their products (as high as 86% in India).</p> <p>Products already exist in the market showing how much of certain foodstuffs remain in your fridge.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">We just announced three new products, have a look! <a href="https://t.co/tLGTWt5yXr">https://t.co/tLGTWt5yXr</a> <a href="https://t.co/96biFOj71b">pic.twitter.com/96biFOj71b</a></p> — Smarter Applications (@Smarter_AM) <a href="https://twitter.com/Smarter_AM/status/684418328153190400">January 5, 2016</a> </blockquote> <h3>Australian's believe the display ad model is broken</h3> <p>The majority (66%) of marketers and media buyers in Australia surveyed in Econsultancy's <a href="https://www.econsultancy.com/reports/people-based-advertising/">People-Based Advertising report</a> agree or strongly agree that the current model for display advertising is broken (based on 350 respondents).</p> <p>What's more, only 12% actively disagree that it is, with 72% of respondents fearing that ad blocking could put the current model in jeopardy.</p> <p><em>Q: Agree of disagree: 'The current model for display advertising is broken'</em></p> <p><img src="https://assets.econsultancy.com/images/0007/3181/Screen_Shot_2016-03-21_at_15.58.20.png" alt="australian view ad model" width="482" height="400"></p> <h3>Women influence 90% of car buys in Singapore</h3> <p>Dentsu's SenseAsia revealed data that suggests women are more thorough in the research phase, averaging a total of 33 channels in this phase.</p> <p>Reported by <a href="http://www.warc.com/Content/News/N36493_Women_influence_9025_of_car_buys.content?PUB=Warc%20News&amp;CID=N36493&amp;ID=eec04c06-59bc-4b95-b290-4c19629c9ef5&amp;q=&amp;qr=">Warc</a>, women are also more likely to be influenced by their research than men, who often have pre-conceived ideas in the auto market.</p> <h3>China ad growth halved</h3> <p>Net advertising revenue growth slowed from 16% in 2014 to 7% in 2015, according to IHS Advertising (reported by <a href="https://econsultancy.com/admin/blog_posts/67692-apac-stats/edit/%20net%20advertising%20revenue%20growth%20slowed%20from%2016%20percent%20in%202014%20to%207%20percent%20in%202015,%20according%20to%20the%20IHS%20Advertising%20report.%20Reaching%20just%20375.2%20billion%20Chinese%20yuan%20(%2464.1%20billion),%20the%20industry%20fell%20to%20single-digit%20growth%20for%20the%20first%20time%20since%202010.">CFO Innovation</a>).</p> <p>At a size of $64.1bn in 2015, the industry saw single-digit growth for the first time since 2010.</p> <h3> <a href="https://econsultancy.com/blog/67674-what-are-first-second-and-third-party-data">First-, second- and third- party data</a> targeting in Australia</h3> <p>41% of Australian respondents (marketers and media buyers) in our People Based Advertising report were familiar with known user targeting through functionality such as Facebook's Custom Audiences.</p> <p>When it comes to use of different data types, understandably, first-party data was used most commonly for people-based targeting.</p> <p>More than a quarter (27%) of respondents used real-time intent data to target media effectively.</p> <p><em>Q: Do you purchase advertising using any of the following targeting mechanisms?</em></p> <p><img src="https://assets.econsultancy.com/images/0007/3182/Screen_Shot_2016-03-21_at_15.57.56.png" alt="data used for advertising" width="615"></p> <h3>Marketing automation high up the priority list in South-East Asia...</h3> <p>In the Econsultancy report, <a href="https://econsultancy.com/reports/state-of-email-and-marketing-automation-in-south-east-asia">State of Email and Marketing Automation in South-East Asia</a>, respondents (more than 500 from clientside and agency) revealed their priorities for 2016.</p> <p>Marketing automation was prominent in their thoughts, behind only content and social.</p> <p>Email marketing showed itself to be evergreen, a priority above PPC, display, mobile and SEO for this sample.</p> <p><img src="https://assets.econsultancy.com/images/0007/2408/1.PNG" alt="marketing priorities in se asia" width="470" height="380"></p> <h3>..and in Australia (but it isn't quite understood)</h3> <p>Another <a href="https://econsultancy.com/reports/marketing-automation-buyers-guide">marketing automation</a> survey, by Squiz and <a href="http://www.bandt.com.au/marketing/marketers-investing-70-marketing-automation-software-2015">reported in B&amp;T</a>, found respondents were investing 70% more in marketing automation in 2016 than 2015.</p> <p>654 marketing and IT professionals were surveyed, with the majority coming from Australia and New Zealand.</p> tag:econsultancy.com,2008:BlogPost/67675 2016-03-28T13:00:00+01:00 2016-03-28T13:00:00+01:00 Six online advertising tactics set to rise Stephanie Carr <h3>Marketer priorities in a challenging ad tech landscape</h3> <p>2015 brought us programmatic retargeting, which results in great engagement but requires <a href="https://econsultancy.com/blog/67659-three-things-that-show-the-scale-of-the-ad-fraud-challenge/">viewability to be closely monitored</a>. Coupled with the rise of ad-blockers, it’s arguably getting harder to get in front of the people that matter.</p> <p>This is the challenging ad-tech landscape we find ourselves in.</p> <p>We know that priorities have shifted over the last 12 months as digital marketers strive to use ‘tiny data’ to better understand their audiences on an individual level. According to Marin research, the top priorities for 2016 for UK-based digital marketing managers are:</p> <ol> <li>Creating campaigns based on deeper understanding of audiences (up one place from 2014).</li> <li>Effective scaling of campaigns across social media channels (new entry in the top five).</li> <li>Cross-channel digital marketing (up two places from last year).</li> <li>Better integration of online and offline marketing efforts (new entry in the top five).</li> <li>Better integration of digital marketing disciplines (down one place).</li> </ol> <p>The question all marketers should ask themselves is what will the use of granular data mean for the consumer? In the constantly evolving advertising landscape, what are the platforms which are going to have an impact on marketers this year and how can they work together?</p> <h3>Booming ad tactics?</h3> <p><strong>1. Native ads</strong></p> <p>Ads which look and feel like editorial content have been around for a few years now. However, with Bing recently announcing it will also host content of this type within its platform the use of ads which offer a more seamless experience is sure to increase.</p> <p><img src="https://assets.econsultancy.com/images/0003/9562/Advetorial_MOJO_FORD.gb5_.jpg" alt="native ad" width="450"></p> <p><strong>2. Personal Digital Assistants</strong></p> <p>From Cortana to Siri, operating systems are becoming more ‘intelligent’.</p> <p>As consumers increasingly rely on their digital personal assistants, these could be a great place for brands to reach potential customers. We have already started to see this happen <a href="https://econsultancy.com/blog/67551-private-messaging-is-social-s-next-big-ad-frontier/">within instant message applications</a>.</p> <p><strong>3. Virtual reality and the IoT</strong></p> <p>A fridge which knows you need to buy more milk is very impressive. But <a href="https://econsultancy.com/blog/64143-why-is-the-internet-of-things-so-compelling">a fridge which knows which brand</a> you normally buy and which are currently on offer at the supermarket has the power to revolutionise the way everyone shops.</p> <p>The internet of things might not quite get there in 2016 but it’s certainly coming and brands need to be ready to make the most of it.</p> <p><img src="https://assets.econsultancy.com/images/0007/0560/Screen_Shot_2016-01-08_at_09.25.39.png" alt="iot fridge" width="450"></p> <p><strong>4. Intent data</strong></p> <p>By using product feeds, Shopping campaigns (Google &amp; Bing) and Dynamic Product Ads, advertisers are able to attract the attention of consumers by serving ads that relates to their intent to buy.</p> <p>Couple this intent with the potential addition of highly-engaging video within search results and the SEM space is set to get a whole new lease of life in 2016.   </p> <p><strong>5. Moment marketing</strong></p> <p>It’s vital to reach your target audience at the right time – the specific moments when engagement levels are high. This can be achieved by instantly tailoring your online advertising to what’s going on in the offline world such as the weather or the stock market.</p> <p><a href="http://www2.deloitte.com/uk/en/pages/technology/articles/warc.html">Warc</a> and Deloitte believe marketing based on contextual factors will be the biggest trend this year. In fact, the first ever <a href="http://bit.ly/1IEAb1Z">detailed analysis</a> of UK spend on contextual data strategies from <a href="http://www.tvty.tv/">TVTY </a>found 23% of digital budgets are spent on moment marketing with over two thirds of brands planning to increase spend.</p> <p><strong>6. Mirrored campaigns</strong></p> <p>Facebook’s look-a-like approach and <a href="https://econsultancy.com/blog/66979-google-customer-match-what-does-it-mean-for-marketers">Google Customer Match</a> prove the willingness of brands to use their first party data at scale. Now, brands can reach new audiences who share similar interests and it’s easier to replicate one campaign across multiple channels.</p> <p>I predict that this approach goes further in 2016 to encompass display strategies.</p> <h3>Personalized journeys</h3> <p>Digital marketers and CMOs have an opportunity to bring these new approaches together and supercharge the influence of one campaign across an individual’s customer journey to deliver a personalised experience which is easy to engage with.</p> <p>As soon as the value of first party customer data is better realised, the better for marketing efforts as a whole. </p> tag:econsultancy.com,2008:BlogPost/67670 2016-03-24T13:41:49+00:00 2016-03-24T13:41:49+00:00 Two-thirds of Australian marketers say current display ads model is broken Jack Simpson <p>Not only that, but almost three-quarters (72%) of respondents fear ad blocking could make the current model obsolete.  </p> <p><strong>Q: Agree of disagree: 'The current model for display advertising is broken'</strong></p> <p><strong><img src="https://assets.econsultancy.com/images/0007/3181/Screen_Shot_2016-03-21_at_15.58.20.png" alt="display ad model broken" width="482" height="400"></strong></p> <p>It is hardly surprising that <a href="https://econsultancy.com/blog/67631-here-s-why-the-uk-culture-secretary-is-clueless-on-ad-blocking">ad blocking</a> has become so prevalent. On many websites the ads have a hugely negative impact on the user experience: they’re intrusive, they slow down page loads and can actually eat up data in the case of mobile. </p> <p>Clearly something has to change, and our report argues that people-based targeting is the key to avoiding future disaster. </p> <h3>The rise of people-based targeting</h3> <p>Otherwise known as addressable media, people-based targeting refers to any approach that targets a known individual. </p> <p>Brands use their first-party data to identify the real people in the advertising ecosystem and use data onboarding technology to selectively share that data with publishers and reach their audience. </p> <p>This is the next natural step for programmatic advertising, enabling advertisers to deliver ads that are more relevant to the user and therefore less intrusive and more valuable. </p> <p>The concept of people-based targeting is not new to marketers. Many were introduced to a light version of addressable media through the Custom Audiences product from Facebook. Forty-one percent of those we surveyed say they know the concept well, while 34% say they have a general idea of what it is. </p> <p>Marketers who have deployed some form of people-based marketing are bullish on its future. They foresee a scenario where fewer, more valuable advertisements do a better job of reaching true, in-market consumers; two-thirds of brands agree that “…display will be replaced by relevant, data-driven advertising.”</p> <h3>Data priorities: first-party wins</h3> <p>Data comes from all kinds of sources these days, and we have spoken in the past about <a href="https://econsultancy.com/blog/67086-three-ways-first-party-data-could-help-increase-online-advertiser-value">the value of first-party data</a> vs. second and third. </p> <p>It seems marketers are drawing data from all three sources to power their advertising purchases, and also prioritizing them in their natural order. </p> <p>61% of our respondents say they use first-party data to target ads, 56% use second-party data and 42% use third-party data.</p> <p><strong>Q: Do you purchase advertising using any of the following targeting mechanisms?</strong></p> <p><img src="https://assets.econsultancy.com/images/0007/3182/Screen_Shot_2016-03-21_at_15.57.56.png" alt="ad targeting data types" width="621" height="372"></p> <h3>Privacy issues the main barrier for people-based targeting</h3> <p>It is hardly surprising given the number of high-profile privacy breach cases we’ve seen in the media over the last couple of years, but privacy/data leakage issues are the number one concern for those who aren’t increasing their people-based targeting spend. </p> <p>43% of respondents cited this as their main concern, while 33% cited complexity issues and 31% felt the potential ROI doesn’t warrant an increase. </p> <p>That said, only 23% of those already using people-based targeting have no plans to increase their investment in the area, and of those only 3% are cutting their spend. </p> <p><em><a href="https://www.econsultancy.com/reports/people-based-advertising/">Download the full report</a> today for lots more insight about people-based targeting.</em></p> tag:econsultancy.com,2008:BlogPost/67616 2016-03-08T11:12:51+00:00 2016-03-08T11:12:51+00:00 Video ads: if you’re demanding attention you’re doing it wrong Jack Simpson <p>He argues:</p> <blockquote> <p>If you want to watch Downton Abbey on TV you might sit through an ad you don’t care about. But online this has changed. </p> <p>You have to reward attention, offer something in return for watching an ad.</p> </blockquote> <p>While I disagree slightly with the first part of that point – most people are nose-to-phone during TV ads – I wholeheartedly agree with the idea that brands must reward rather than demand users’ attention online. </p> <p>With so much content to choose from, the latter simply will not work. </p> <h3>Multiple distractions</h3> <p>As I mentioned above, most people tend to split their attention between two or more screens, i.e. browsing with their <a href="https://econsultancy.com/blog/67331-14-predictions-for-mobile-marketing-trends-in-2016">mobile</a> during TV ad breaks. </p> <p>Chalozin puts a figure on it, citing <a href="http://advertising.aol.com/blog/video-attention-index-measuring-shifting-value-tv-and-olv-advertising-0">a study</a> that found 48% of people are distracted while watching TV, and that of that 48%, 23% can’t recall what was on the TV at all. And for millennials the figures are much higher.  </p> <p>Other studies have found the distraction figure to be higher still. <a href="http://www.btplc.com/News/Articles/ShowArticle.cfm?ArticleID=94FF4EF7-E6B5-4C92-8E88-F91E94395DD6">One report from BT TV</a> claims that 78% of Brits multitask while watching TV. </p> <p>Either way the net result is the same: brands need far more impressions than before to reach the same TV audience.</p> <p>A million TV viewers now is not the same as a million TV viewers in the days before mobile took off. </p> <p><strong><em>Tal Chalozin</em></strong></p> <p><img src="https://assets.econsultancy.com/images/0007/2695/Screen_Shot_2016-03-07_at_12.19.20.png" alt="Tal Chalozin at Creative Programmatic 2016" width="640"></p> <p>Google and Facebook have already acknowledged and begun to cater for the issue of shortening attention spans, Chalozin says. </p> <p>
The former launched TrueView, which, in Google’s own words, is 'built on the promise than you’ll only pay when someone chooses to watch your video ad'.</p> <p>In other words: advertisers don’t have to pay if people skip their ads, which means they know they’re getting viewers’ attention. </p> <p>Facebook announced last year that it would be experimenting with charging advertisers only once the viewer had watched 10-seconds of an ad. </p> <p>These methods might not be perfect, but they certainly go some way to avoiding brands paying for video ad views that weren’t really views at all. </p> <h3>What can brands do?</h3> <p>Chalozin believes there are three key things that online video advertisers need to achieve in order to reward users’ attention and be successful: </p> <ul> <li>Produce personal and smart ads.</li> <li>Spark curiosity and encourage participation.</li> <li>Tell a simple story.</li> </ul> <p>Let’s take a look at those in greater detail.</p> <p><strong>1. Produce personal and smart ads</strong></p> <p>“It’s all about understanding people and creating a one-to-one relationship,” Chalozin says. </p> <p>He argues that people aren’t surprised by personalisation these days because <a href="https://econsultancy.com/reports/value-exchange-from-data">we all freely give our data to brands</a>. </p> <p>4OD’s 2014 Share a Coke campaign is one example he cited. </p> <p>Users would see a five-second clip of a Coke bottle personalised with their own name, enough to grab their attention, after which a short Coca-Cola ad would play. </p> <p><iframe src="https://www.youtube.com/embed/CQ456AQz1x4?wmode=transparent" width="640" height="360"></iframe></p> <p><strong>2. Spark curiosity and encourage participation</strong></p> <p>Making people curious enough to interact with your video ad is the key to winning the battle of attention, Chalozin argues. </p> <p>He mentioned the launch of Daredevil on Netflix: an <a href="https://econsultancy.com/blog/65918-six-reasons-to-care-about-interactive-video-attention">interactive video</a> that made users feel like they were in a computer game and enabled them to interact using their mouse or finger and open up other videos within the main content. </p> <p><em>(Click twice on the YouTube banner at the top):</em></p> <p><a href="https://www.richmediagallery.com/detailPage?id=8706"><img src="https://assets.econsultancy.com/images/0007/2690/Screen_Shot_2016-03-07_at_11.30.11.png" alt="Daredevil interactive video ad on Netflix" width="640"></a></p> <p>Overall there was 7.5 minutes of content within the ad, but all within an initial 30-second clip that enticed people to interact with it. </p> <p><strong>3. Tell a simple story</strong></p> <p>“Simple works better,” Chalozin says. “Marketers have been good at storytelling for years, but with digital you can do so much more.”</p> <p>He says the key is to bridge the gap between data and creativity. The former should help drive the latter. </p> <p>Chalozin cited a US wine brand that broke a story down into four 30-second video ads.</p> <p>Each time a user came across the ad online they would see the next episode, and at the end of an ad they’re offered a button that, when clicked, lets them see the rest of the story unfold.</p> <p>I wrote a post about <a href="https://econsultancy.com/blog/67562-could-shield-5-signal-a-new-wave-of-social-cinema">Shield 5 and the opportunities for social cinema</a> the other day, which covers the same premise: how brands can use a video series to keep people hooked on a story.</p> <h3>Conclusion: personalised, engaging, simple</h3> <p>This might not be news to many marketers’ ears but it helps to reinforce this straightforward point when it comes to online video ads. </p> <p>With the amount of data readily available to marketers there is no excuse not to personalise. And if the ads aren’t simple and engaging you will likely lose your audience before you’ve even acquired them. </p> <p>Ultimately it pays to think hard about how you personally respond to video ads online. </p> <p>Honestly, how often do you really stop to pay attention to one? And when you do, what made you stop? It’s likely the ad ticked all three of the above boxes.</p> <p>As Chalozin puts it:</p> <blockquote> <p>In seconds I need to get the user’s attention and make them feel a product is important to them.</p> </blockquote> tag:econsultancy.com,2008:BlogPost/67608 2016-03-04T10:57:41+00:00 2016-03-04T10:57:41+00:00 12 intriguing digital marketing stats from the past week Jack Simpson <p>What a woman. *Wipes away tear*</p> <p>This week we’ve goldfish, the gradual global domination of the internet, yet more ad blocking woes, customer experience, basket abandonment, Mother’s Day and much more. </p> <p>Enjoy… </p> <h3>Goldfish have better attention spans than people, and other stats from Creative Programmatic</h3> <p>Anyone at our <a href="https://econsultancy.com/events/creative-programmatic/">Creative Programmatic</a> event on Wednesday may have seen some interesting stats cited by the speakers, one of which, from Innovid’s Tal Chalozin, being that Americans have an attention span of roughly eight seconds.</p> <p>That’s one second less than a goldfish.</p> <p>Other interesting stats cited on the day include:</p> <ul> <li>One in five web pages bounced within four seconds – Tal Chalozin, Innovid.</li> <li>Only one in 25 web pages is viewed for more than 10 minutes – Tal Chalozin, Innovid.</li> <li>48% of the time people are watching TV they are distracted, and of that, 23% can’t recall what was on screen – Tal Chalozin, Innovid.</li> <li>52% of adspend is digital, 50% of that is in search, 40% in display, and 70% of display is programmatic – Adrian Gans, VCCP.</li> <li>In 1970 the average person saw 500 marketing messages a day. In 2016 they see 7,000 marketing messages a day – Jim Freeman, Telegraph Media Group.</li> </ul> <h3>3.2bn people now connected to the internet</h3> <p>More than 3bn people across the world had access to the internet by the end of last year, with 4.1bn yet to be connected, according to <a href="https://econsultancy.com/blog/67595-key-stats-from-facebook-s-state-of-connectivity-report/">Facebook’s new State of Connectivity report</a>. </p> <p><img src="https://assets.econsultancy.com/images/0007/2619/Screen_Shot_2016-03-03_at_16.22.06.png" alt="Facebook state of connectivity report" width="600"></p> <p>Other key findings include: </p> <ul> <li>90% of the world’s unconnected population live in developing countries. </li> <li>Within developing countries, people in rural areas are 70% less likely to be connected than those in urban areas.</li> <li>The majority of those not connected are women. </li> </ul> <h3>More than a fifth of Brits now using ad blockers</h3> <p>More than 9m British internet users are currently <a href="https://econsultancy.com/blog/67026-the-future-of-mobile-ad-blocking-the-experts-view">blocking ads</a>, a 4% increase in as many months, according to <a href="http://www.iabuk.net/about/press/archive/iab-uk-reveals-latest-ad-blocking-behaviour">new figures from the Internet Advertising Bureau (IAB)</a>. </p> <p>Other key findings include:</p> <ul> <li>The number of British adults using ad blockers has risen from 18% to 22%.</li> <li>More than half of those using ad blockers would turn them off to access content they want.</li> </ul> <h3>Poor customer experience costs UK brands £234bn a year</h3> <p>UK businesses are missing out on £234bn in potential sales every year thanks to a lacklustre <a href="https://econsultancy.com/reports/customer-experience-optimization">customer experience</a>, according to <a href="http://info.magneticnorth.com/converting-customer-experience-into-revenue">a new report by Magnetic North</a>.</p> <p>Other key findings include:</p> <ul> <li>92% of consumers have had a poor customer experience.</li> <li>One in three have acted on their frustration by abandoning a purchase because they couldn’t find the information they needed.</li> <li>69% prefer to make a purchase online.</li> </ul> <h3>Basket abandonment rate hits 75%</h3> <p>Basket abandonment rates hit 75.45% in Q4 2015, according to a new infographic from SaleCycle.</p> <p>Check out the infographic below for more stats:</p> <p><a href="http://d34w0339mx0ifp.cloudfront.net/global/downloads/ig/2015-The-Remarketing-Report-Q4.pdf"><img src="https://assets.econsultancy.com/images/0007/2620/Screen_Shot_2016-03-03_at_16.17.12.png" alt="basket abandonment infographic" width="600"></a></p> <h3>UK publishers’ digital revenues hit £416m in 2015</h3> <p>UK publishers saw overall revenue growth of 5.2% last year, with digital revenue reaching £416.2m, according to the latest Digital Publishers Revenue Index Report by Deloitte and the Association of Online Publishers. </p> <p>Other key findings include: </p> <ul> <li>Display advertising remains the largest single revenue category, accounting for 46% of total revenue.</li> <li>Overall revenue growth was driven by three formats: online video (27% increase), sponsorship (19% increase), and mobile (11% increase).</li> <li>Desktop has experienced a slow but steady decline over the last 12 months.</li> <li>Video advertising reported annual growth of 43.1% in Q4 alone. </li> </ul> <h3>Mobile app ads on Facebook and Instagram drive 196% increase in app downloads</h3> <p>Marketers who use mobile app ads on Facebook and Instagram generated a 196% increase in app downloads globally in Q4 2015 (compared with Q4 2014), according to <a href="http://kenshoo.com/mobile-app-trends/">a new report from Kenshoo</a>. </p> <p>Other key findings include: </p> <ul> <li>Impressions increased 187% YoY.</li> <li>Clicks increased 280% YoY.</li> <li>Cost per thousand impressions (CPM) decreased 11% YoY.</li> <li>Cost per click (CPC) decreased 33% YoY.</li> <li>Click-through rate (CTR) increased 32% YoY.</li> </ul> <h3>Biggest UK supermarkets see major fall in online visits</h3> <p>Following the recent announcement that <a href="https://econsultancy.com/blog/67592-five-questions-raised-by-the-amazon-morrisons-grocery-deal">Amazon will be partnering with Morrisons</a> in a new online grocery offering, new data from SimilarWeb paints a grim picture for some of the competing supermarkets when it comes to online performance. </p> <p>By total monthly visits (desktop and mobile) between November 2014 and January 2016:</p> <ul> <li> <strong>Tesco</strong> dropped from 49.3m to 40.1m.</li> <li> <strong>Asda</strong> fell from 30.3m to 20.5m. </li> </ul> <p>Others have faired slightly better, however:</p> <ul> <li> <strong>Sainsbury’s</strong> increased from 7.5m to 9.3m.</li> <li> <strong>Ocado</strong> jumped from 2.2m to 3m.</li> </ul> <p><img src="https://assets.econsultancy.com/images/0007/2621/image.png" alt="Supermarkets online traffic" width="600"></p> <p>To put it into perspective, Amazon is the UK’s fifth most-popular website overall and generated 326m visits in January this year. </p> <h3>TV trumps online when it comes to mums</h3> <p>Good-old-fashioned television is still the most consumed media for mothers, according to new figures from Carat.</p> <p>Other key findings include:</p> <ul> <li>69% of mums agree that vouchers and offers persuade them to try brands.</li> <li>60% access the internet via a smartphone at least once a week, 41% via a tablet.</li> <li>41% use the internet to play games.</li> <li>89% say they are the ones responsible for the main grocery shopping ‘almost all the time’.</li> </ul> <h3>Mother's Day shoppers turn to mobile for last minute gifts</h3> <p>More than half (60%) of Mother’s Day retail searches will be made from a mobile device, according to new figures from Bing Ads. </p> <p>Other key findings include:</p> <ul> <li>Search volumes set to increase by five times between 7am and 9am on Mother’s Day. </li> <li>Women make up more than two-thirds (67%) of all searches. </li> <li>Searches will increase by up to four times in the 48 hours leading up to Mother’s Day. </li> </ul> <h3>68% of UK shoppers plan to celebrate Mother’s Day</h3> <p>More than two-thirds of UK shoppers will be taking part in Sunday’s Mother’s Day celebrations, according to new research from Savvy Marketing.  </p> <p>Key findings include:</p> <ul> <li>83% of all shoppers planning to get involved agree that Mother’s Day is a special event and 61% are looking forward to it. </li> <li>28% of shoppers said they tend to buy more expensive food and drinks on the day – up 4% on 2015.</li> <li>67% say they ‘don’t mind spending more to make Mother’s Day special’ – up 28% on 2015.</li> </ul> <h3>Social media outperforms email for UK customer service</h3> <p>UK brands answer just 38% of emailed questions, compared to Twitter (48% success rate) and Facebook (44%), according to <a href="http://www.eptica.com/mces2016%20">a new study by Eptica</a>. </p> <p>Other key findings include: </p> <ul> <li>64% of companies (10% fewer than in 2015) made email available to non-customers and the average time taken to answer emails increased by nearly five hours, to 34 hours 15 minutes.</li> <li>Company websites answered an average of 66% of queries, up 2% since 2015, but with a large range between sectors and brands.</li> <li>Average response times on Twitter improved from 5 hours 27 minutes to 4 hours 14 minutes, well ahead of Facebook (8 hours 37 minutes).</li> <li>18% of companies only answered accurately on a single channel from email, Twitter, chat, and Facebook, while nearly a quarter (22%) failed to respond successfully on any channel at all.</li> </ul> <h3>Timely and vaguely relevant stat of the week… </h3> <p><strong>On this day in 1999,</strong> Monica Lewinsky's book about her affair with US President Bill Clinton went on sale. Relevant for anyone who watched Lewinsky’s talk at our <a href="http://www.festivalofmarketing.com/">Festival of Marketing</a> event last year. </p> <h3>For lots more up-to-date statistics…                                           </h3> <p>Download Econsultancy’s <a href="https://econsultancy.com/reports/internet-statistics-compendium/?utm_source=Econ%20Blog%20&amp;utm_medium=Blog&amp;utm_campaign=BLOGSTATS">Internet Statistics Compendium</a>, a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media.</p> <p>It’s updated monthly and covers 11 different topics from advertising, content, customer experience, mobile, ecommerce and social.</p> tag:econsultancy.com,2008:BlogPost/67606 2016-03-04T09:58:47+00:00 2016-03-04T09:58:47+00:00 How O2 achieves creativity through data Jack Simpson <p>The first talk came from O2’s Head of Digital Excellence, Nick Adams, and VCCP’s Innovation Director, Adrian Gans. </p> <p>The two of them discussed how they believe <a href="https://econsultancy.com/blog/67554-2016-the-year-of-programmatic-creative">creativity absolutely has a place in programmatic advertising</a> and ran through some examples of where O2 has demonstrated this in its own campaigns. </p> <p>Here are some of the highlights from the talk...</p> <h3>Beyond the fear and jargon</h3> <p>O2 naturally has a huge number of data collection points, from behaviour in-store to profiling people based on their My O2 account activity. </p> <p>This enables O2 to carry out very precise personalised targeting, which has led to the brand spending 70% of its total display budget on programmatic as of last year. </p> <p>But despite automating so much of its advertising, Gans insists programmatic isn’t a threat to creativity.</p> <blockquote> <p>When something is characterised as machine or robotic, it’s automatically seen as a threat. But we’re looking to go beyond the hype.</p> <p>We’re a creative agency but we’re embracing programmatic.</p> </blockquote> <p>Half the problem, Gans argues, is the sheer amount of jargon being thrown around that makes the channel seem overly complex. </p> <p>“We want to talk about the work, not just the tech,” he says. “You have to embrace a certain amount of complexity but we should be talking about ‘what’ rather than ‘how’.”</p> <p>Gans cited some stats that certainly support the idea that programmatic is full of future opportunities. </p> <p>According to a recent eMarketer study: </p> <ul> <li>52% of total ad spend is on digital.</li> <li>50% of that is on search (which, Gans says, is programmatic in nature but not particularly creative). </li> <li>40% of digital adspend goes on display.</li> <li>Of that 40%, 70% is programmatic.</li> </ul> <p>It is that 70% that Gans refers to as the ‘canvas’ for truly creative programmatic ad campaigns. </p> <h3>Examples of O2's programmatic campaigns</h3> <p><strong>1. Mobile</strong></p> <p>The challenge here was to take O2’s 'tariff refresh' TV ad and make it relevant and engaging for a mobile audience. </p> <p>So it created a system whereby it could take data about mobile usage – device, location, and so on – and offer users specific messages based on that profile. </p> <p>O2 could tell a mobile user the current recycling value of their phone, the best offer for an upgrade, what people like them generally preferred upgrading to (incorporating an element of social proof), and where the nearest store was.</p> <p><em><strong>Adrian Gans</strong></em></p> <p><img src="https://assets.econsultancy.com/images/0007/2608/Screen_Shot_2016-03-03_at_13.08.22.png" alt="O2 programmatic campaign" width="600"></p> <p>It created more than 1,000 versions of the video ad, which integrated in real time with the user’s device and location. </p> <p><strong>The results:</strong></p> <p>The personalised ads performed 128% better in terms of click-through rate (CTR). </p> <p>“We know it works,” says Gans. “This sort of thing is going to be the bedrock for what we’re developing in 2016.”</p> <p><strong>2. Social</strong></p> <p>O2 partnered with Facebook to segment its audience and target them with three different messages:</p> <ul> <li>Early upgraders.</li> <li>Out of contract. </li> <li>Approaching end of contract. </li> </ul> <p><strong><em>Nick Adams</em></strong></p> <p><img src="https://assets.econsultancy.com/images/0007/2609/Screen_Shot_2016-03-03_at_13.07.57.png" alt="O2 programmatic campaign" width="600"></p> <p>The differences between the ads were subtle, slight tweaks to the copy and images. But they definitely produced significant responses. </p> <p><strong>The results:</strong></p> <p>Overall the personalised ads achieved 49% lower cost per order (CPO). In the early upgrade segment the CPO reduced by 61%.</p> <p>Adams summarised the campaign by saying:</p> <blockquote> <p>Subtle different messages can actually drive results.</p> </blockquote> <p><strong>3. Video</strong></p> <p>When O2 was a key sponsorship for the international sporting event that must never be spoken of again (Rugby World Cup 2015, if you’re still wondering), it wanted to come up with a powerful <a href="https://econsultancy.com/blog/67221-the-20-most-shared-video-ads-of-2015">video campaign</a> that actually prompted people to engage. </p> <p>Personalisation was the answer. So it pulled in data from its avatar creation website and brought it all together to create a collection of ads. </p> <p>Here is the non-personalised version of the ad:</p> <p><iframe src="https://www.youtube.com/embed/zXppMqUVMYE?wmode=transparent" width="640" height="360"></iframe></p> <p>When people watched the personalised version they would be addressed by their first name and invited to access the avatar site. </p> <p>The interesting part was that the tech could tell which part of the avatar creation process the user was at, so whether they had just started creating one and abandoned it or had got all the way to the end. The <a href="https://econsultancy.com/blog/66755-10-brilliant-examples-of-calls-to-action">call to action</a> would be personalised accordingly. </p> <p><img src="https://assets.econsultancy.com/images/0007/2610/Screen_Shot_2016-03-03_at_13.08.46.png" alt="Rugby World Cup O2 programmatic campaign" width="600"></p> <p><strong>The results:</strong></p> <p>An 11% increase in engagement levels. </p> <h3>Does too much data and automation stifle creativity?</h3> <p>The big question of the day came up in the Q&amp;A session at the end of this talk, and this is how Gans answered it:</p> <blockquote> <p>Of course there are limits to how far (automation) should, and could, go. There is always going to be a significant role for human imagination.</p> <p>But we don’t see it as a negative. It’s just bringing more experts in to support the creative process as a whole.</p> </blockquote> tag:econsultancy.com,2008:BlogPost/67580 2016-02-26T14:58:00+00:00 2016-02-26T14:58:00+00:00 Creativity in programmatic "should not be an afterthought" Jack Simpson <h3>Emerging trends and challenges in programmatic advertising</h3> <p><strong>Ad blocking</strong></p> <p>We frequently cover <a href="https://econsultancy.com/blog/67557-three-is-right-to-declare-war-on-irrelevant-and-excessive-mobile-ads">ad blocking</a> on this blog, a subject that inevitably poses a problem in the programmatic world. </p> <p>According to Sammy Austin, who described ad blocking as ‘a wake up call to the industry’, the key to overcoming the issue lies in strong creative. </p> <blockquote> <p>By investing more time and money in creative and our creative strategy we can alleviate some of the concerns around [ad blocking].</p> </blockquote> <p>Austin also argues that programmatic marketers need to use data from a variety of sources – first-party, on-site and third-party – to ensure the creative is as relevant as possible.  </p> <p><em>Sammy Austin</em></p> <p><img src="https://assets.econsultancy.com/images/0007/2356/sammy_austin.jpg" alt="Sammy Austin TUI" width="350"></p> <p><strong>Second-party data</strong></p> <p>If you’re not already aware of <a href="https://econsultancy.com/blog/66621-the-most-powerful-data-is-the-data-you-already-own-new-report">second-party data</a>, it’s essentially first-party data that is collected and sold to you by an external party. </p> <p>Austin says she would like to see more of this type of data in programmatic in future. </p> <p>"I have some concerns over the accuracy of third-party data," she says.  "A lot of the time it is modelled to generate scale, but we need an understanding of how those audience segments are built in order to make a decision as to whether or not they are worth the additional cost."</p> <blockquote> <p>Being able to access another data set directly from another source is extremely valuable, and where there is no competition between brands I think these types of relationships will bring huge benefits.</p> </blockquote> <p><strong>Real-time data customisation </strong></p> <p>Nick Adams highlights an increasing link between data and creativity, whereby the former can be manipulated in increasingly fluid ways to achieve the latter. </p> <blockquote> <p>The use of data to inform, adapt and customise digital creative in real-time according to the audience segment being reached is an emerging and incredibly exciting area of programmatic advertising.</p> </blockquote> <p><em>Nick Adams</em></p> <p><img src="https://assets.econsultancy.com/images/0007/2393/nick.jpg" alt="nick adams" width="142" height="142"></p> <p><strong>Cross-functional teams</strong></p> <p>There has been much talk in the marketing world about ‘siloed’ teams, i.e. teams working very much independently within a business and not talking to and working with each other. </p> <p>But times are changing, and Austin believes the growing trend of cross-departmental working in marketing will have a big impact on programmatic. </p> <blockquote> <p>I think we’ll see growth will be direct response and brand teams working closer together, which should definitely be the case to ensure consistency in approach and make sure we tell a good story.</p> <p>Advertisers and media agencies will also align themselves closer to their creative agencies.</p> </blockquote> <p><strong>Cross-device solutions</strong></p> <p><a href="https://econsultancy.com/reports/multichannel-customer-intelligence">Multichannel</a> is another topic we often refer to on the Econsultancy blog and, with an increasing number of devices and customer touch points, this topic is only going to become more prevalent. </p> <p>Austin believes managing campaigns across different devices is one of the big continuing challenges in programmatic. </p> <blockquote> <p>More and more solutions are becoming available, and it ties in with the importance of brand and direct response teams working closer together and the need to tell a good story.</p> <p>How can we sequentially message consumers if we aren’t able to accurately target cross-device?</p> </blockquote> <p>Austin also argues that you can’t efficiently frequency-cap or have a sophisticated attribution solution if there is no cross-device solution in place.</p> <p>"The challenge with cross device is the presence of walled gardens," she says.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/2359/creative_programmatic_featured_image_copy-blog-flyer.png" alt="creative programmatic" width="470" height="218"></p> <h3>Creativity’s place in programmatic</h3> <p>This is one of the big questions that seems to pop up a lot in discussions about programmatic advertising. With all that data and automation, <a href="https://econsultancy.com/blog/67574-has-programmatic-advertising-killed-creativity-in-marketing">is programmatic killing the creative side of marketing</a>?</p> <p>Our two interviewees think not. </p> <p>Arguing that creative is actually at the forefront of emerging trends in programmatic, Austin says we’ve all been guilty of repurposing old creative or not giving as much thought as we should just to get a campaign up and running on time.</p> <p>But, she argues, with the opportunity to target the right person and the right time and in the right place, it is increasingly important to serve the right creative. </p> <p>“Data sits at the heart of this,” she says. "I also think there is more opportunity now: the increase of private marketplaces, automated guaranteed and more high-impact and bespoke formats being offered means we can actually be more creative.</p> <p>Austin sees programmatic as a full-funnel solution, from branding and awareness right down to direct response.</p> <blockquote> <p>Creative should be considered at the very beginning of the campaign planning and should sit at the heart of everything alongside data. It should not be an after thought.</p> </blockquote> <p>Adams believes creativity in programmatic comes down to how you structure your communications programmes. </p> <blockquote> <p>Having a balance between always-on, trigger-based activity and highly crafted set-piece campaigns ultimately allows us to achieve a good balance.</p> <p>Our always-on layer continues to grow and become more effective over time as we trigger messages according to the segment’s position in their lifecycle with O2.</p> </blockquote> <p><em>Want to hear Nick Adams and Sammy Austin talk at the event? </em><a href="https://econsultancy.com/events/creative-programmatic/"><em>Book your ticket for Creative Programmatic today.</em></a></p> tag:econsultancy.com,2008:BlogPost/67438 2016-01-28T10:53:00+00:00 2016-01-28T10:53:00+00:00 What will impact Martech & Ad Tech trends in 2016? Glen Hartman <p>The first one is that solutions need to support campaigns that are more targeted and relevant.</p> <p>You could also say “less annoying,” because unfortunately that’s how many consumers still perceive the information, promotions, and offers they receive.</p> <p>The good news: Businesses are recognizing they need to improve this and every other aspect of the customer experience.</p> <p>It topped the list of business priorities companies have set themselves for 2016 in a recent multi-country Accenture survey. </p> <p><em>This graphic shows the complexity of the Martech landscape (click to enlarge)</em></p> <p><a href="https://assets.econsultancy.com/images/0007/1171/martech.png"><img src="https://assets.econsultancy.com/images/resized/0007/1171/martech-blog-flyer.png" alt="" width="470" height="353"></a></p> <p><em>Image credit: <a href="http://chiefmartec.com/2015/01/marketing-technology-landscape-supergraphic-2015/">Chiefmartec.com</a></em></p> <p>The second meta-trend is that technology needs to do a better job at making marketing and advertising manageable on a multi-country (and often global) scale. Specifically, I’m talking about automating activities.</p> <p>How are these two developments shaking out – and will continue to do so – in the marketing and advertising reality?</p> <h3>Growing advanced analytics automation</h3> <p>There has been a shift from the old 360-degree view of the customer to tracking customer behavior at any given moment. But collecting all of this data can be tedious to manage.</p> <p>Rather than requiring a full team of <a href="https://econsultancy.com/blog/67203-data-analysts-vs-data-scientists-what-s-the-difference/">data scientists</a> to build models, more companies are moving to robust software powered by artificial intelligence and machine learning (with human oversight), which can be refreshed more often and at a lower cost.</p> <p>Advanced analytics automation software can manage thousands of models – impossible for a data scientist to manage manually.</p> <p>These models can be used to drive improved personalization, predictive scoring, triggered campaigns, programmatic/real-time bidding, yield optimization, etc. </p> <h3>A push toward native marketing</h3> <p>Marketers are spending more than ever to make advertising feel more like a contextual experience across all channels.</p> <p>In programmatic marketing, global brands are already shifting from standard display ad formats to Native ad formats and Rich Media ad formats.</p> <p>Despite potential consumer transparency risks, high engagement rates will create an increased blur in the line between ads and content.</p> <p>Taking it a step further, some platforms, publishers, and companies are beginning to experiment with virtual reality…a hot trend this year according to <a href="http://www.fjordnet.com/">Fjord’s</a> recent 2016 trends <a href="http://trends.fjordnet.com/">report</a>.</p> <h3>Dynamic video creative taking off</h3> <p>As <a href="https://econsultancy.com/blog/65677-a-super-accessible-beginner-s-guide-to-programmatic-buying-and-rtb/">programmatic</a> and data-driven media buying exploded from 2014-2015, marketers realized that the work to target the right user from a media perspective wouldn’t pay off if everyone still received the same message or offer.</p> <p>Most of the players in the <a href="https://econsultancy.com/events/creative-programmatic/">dynamic creative space</a> have been primarily focused on “traditional” banner ads, only now moving to video capabilities.  </p> <p>A huge part of the ad market is moving from buying ads on traditional TV (targeting wide audiences with general messages) to buying tightly targeted audiences to deliver relevant video ads across multiple devices.</p> <h3>Putting mobile first</h3> <p>US mobile programmatic ad spending is expected to more than double to $9.33bn compared to last year, according to eMarketer, accounting for around 60% of programmatic ad display spending.</p> <p>Everything that’s not related to a mobile-first approach will be put on the back-burner, as mobile programmatic will grow at double digit rates globally.</p> <h3>Having the ad-blocking discussion</h3> <p>We’ve all been there as marketers in a personalized ad world, but customers can’t have their cake and eat it too.</p> <p>We are seeing customers increasingly annoyed with their behavior being tracked, and yet they don’t want to be bombarded with ads that aren’t relevant.</p> <p>The problem is becoming much bigger than industry analysts predicted.</p> <p>In fact, 28% of US Internet users <a href="https://econsultancy.com/blog/67076-the-rise-and-rise-of-ad-blockers-stats/">use ad-blocking software</a>, according to Adobe – bad news for marketers, advertisers and publishers alike, who lose money on browsers blocking ads from reaching the ad server.</p> <p>Marketers can take several actions to combat this:</p> <ul> <li>Invest in non-intrusive formats, such as search, custom ads, sponsored content and social advertising to grow.</li> <li>Invest in major players that have aligned with the ad blockers to develop less intrusive ad formats.</li> <li>Invest in creative and content production for ads.</li> <li>And leverage programmatic with a heavy analytics layer to filter out non-human and non-viewable impressions.  </li> </ul> <p>What I’ve outlined above will be happening in an environment of the continued globalization of marketing operations and martech/ad tech.</p> <p>Companies are moving towards globally managed technology and processes in order to simplify management and take out costs.</p> <p>Leading vendors of integrated marketing platforms are coming up with integrated solutions and making acquisitions to be able to offer a full range of services (e.g., data and advanced analytics services).</p> <p>However, marketing leaders still need to be prepared for the occasional bump in the road.</p> <p>For example, it behooves IT and marketing organizations to be able to share learnings and best practices across a unified technology stack.</p> <p>But customer and prospect data will remain siloed by region, as global data sharing policies continue to tighten.</p> <p>Regardless of how harmonic the martech/ad tech marriage will be, 2016 will see quite a bit of change in this department. </p> <p>It’s all about how marketers will take advantage of it to improve the experience for the customer - during a time in which <a href="https://econsultancy.com/blog/66745-when-services-become-living-how-will-brands-survive/">brands are undergoing a huge transformation</a> and the <a href="https://econsultancy.com/blog/67175-building-brand-loyalty-in-the-next-generation-of-commerce/">rules of loyalty are being redefined</a>.</p> tag:econsultancy.com,2008:BlogPost/67433 2016-01-24T23:05:00+00:00 2016-01-24T23:05:00+00:00 Three surprising findings about marketing technology in Australia and New Zealand Jeff Rajeck <p>Econsultancy, in association with <strong>IBM Marketing Cloud</strong>, surveyed over 400 marketers in Australia and New Zealand about marketing technology.</p> <p>In the report, <a href="https://econsultancy.com/reports/the-rise-of-marketing-technologists/">The Rise of Marketing Technologists</a>, we investigate why marketing technology is so important, what technologies are getting more investment than others, and what we can expect for the year ahead.</p> <p>The full report is packed with data and insight about the current state-of-play of marketing technology in the region, but to whet your appetite, here are three surprising findings from the survey.</p> <h3>1. Marketers are very upbeat about technology</h3> <p>In the survey, our respondents were overwhelmingly positive about technology's importance to modern-day marketing.</p> <p>The vast majority of company (89%) and agency (90%) marketers agreed with the statement 'marketing technologists are becoming increasing vital to successful businesses'.</p> <p>According to 81% company marketers, 'technology helps [our company] make better marketing decisions'.</p> <p>The same ratio of agency marketers (81%) said this about their clients. In Australia and New Zealand, marketers are very pro-technology it seems.</p> <p><img src="https://assets.econsultancy.com/images/0007/0998/marketing-technologists.png" alt="" width="570" height="372"></p> <h4>But what about creativity?</h4> <p>The most obvious downside to a rise in marketing technology is that our jobs might become more about pushing buttons than being creative in our work.</p> <p>To see what marketers in the region thought of this, we asked them whether 'technology is taking the creativity out of marketing'.</p> <p>Again, surprisingly, only 18% of those from companies and 26% from agencies felt that this was the case. </p> <p>Marketers simply do not feel that technology is making their jobs less creative.</p> <h3>2. Companies invest more in marketing technologies that are easy-to-use</h3> <p>In order to find out why companies were investing in various marketing technologies, we listed 15 different systems and asked marketers to tell us, for each: </p> <ul> <li>Were they (or their clients) investing in it?</li> <li>How difficult did they find it?</li> <li>How critical was it to their business? </li> </ul> <p>We then graphed the responses as you can see below:</p> <p> <img src="https://assets.econsultancy.com/images/0007/0996/tech-criticality-ease-of-use.png" alt="" width="640" height="320"></p> <h4>The graph, explained</h4> <p>The vertical access is for <strong>how hard the technology is to use.</strong> The more difficult-to-use, the higher it is on the chart.</p> <p>The horizontal access is for <strong>how critical a technology is to business success.</strong> If it is more critical to business, then the technology appears more to the right.</p> <p>The size of the circle corresponds with <strong>the amount of firms invested in the technology.</strong>  A bigger circle means that more companies and agency clients are invested in the technology.</p> <p>What was interesting is that the large circles, meaning more investment, were more likely to be in the lower half of the graph, which meant they were easier to use. The smaller circles were more likely to be at the top, and considered harder to use.</p> <p>Which makes sense as if a technology is hard to use, it may also be hard to convince the business to invest in it.</p> <p>But what surprised us was that we didn't see the same variation in investment for how critical a technology was to the business.</p> <p>That is, we would expect to see more critical technologies have bigger circles than less critical ones but, as you can see, this is not the case.</p> <p>What this could mean, then, is that <strong>marketers will tend to invest in a non-critical technology as long as it is easy to use!</strong></p> <h3>3. Marketing automation is the next big thing</h3> <p>Another surprise was that marketing attribution was considered 'critical' by only 29% of company marketers and 40% of agency clients. From all the hype, one might think that marketing automation had a bigger footprint.</p> <p>But it seems that for our Australian and New Zealand peers, marketing automation just hasn't arrived - yet.</p> <p>When we asked company marketers which technologies were they increasing their investment in over the next 12 months, 67% said marketing automation - more than any other technology.</p> <p>Agencies concurred, with 70% saying that it would be an increasing investment for their clients.</p> <p><img src="https://assets.econsultancy.com/images/0007/0999/marketing-automation.png" alt="" width="570" height="372"></p> <p>It seems, then, that 2016 will be the year of marketing automation in Australia and New Zealand.</p> <p>So for those in the region who are not yet looking at automation, it's time to get started!</p> <h3>Find out more</h3> <p>If you'd like to know more about the state of marketing technology in Australia and New Zealand, including:</p> <ul> <li>How many companies are using marketing cloud solutions</li> <li>What technologies are giving the best ROI</li> <li>What other technologies are going to be big in 2016</li> </ul> <p>then Econsultancy subscribers can <a href="https://econsultancy.com/reports/the-rise-of-marketing-technologists/">download the report here</a>.</p> <p>And if you're not a subscriber, then you can find out more about subscriptions <a href="https://econsultancy.com/subscribe/">here</a>!</p> tag:econsultancy.com,2008:BlogPost/67339 2016-01-22T15:18:09+00:00 2016-01-22T15:18:09+00:00 Three marketing trends to watch in 2016 Georges Berzgal <p>All three have come a long way since they first emerged. <a href="https://econsultancy.com/blog/10301-to-use-or-not-to-use-personalisation-in-email-marketing">When personalisation was in its infancy</a>, it stretched only as far as automating the use of the recipient’s name in a marketing email.</p> <p>In a similar vein, the shift <a href="https://econsultancy.com/blog/6415-smartphone-users-are-more-active-shoppers-survey">from marketing mechanics for ‘basic’ mobile phones to those for smartphones</a> offered new opportunities.</p> <p>Lastly, <a href="https://econsultancy.com/blog/2715-will-facebook-s-engagement-advertisements-engage">the arrival of Facebook advertising</a> brought an innovative way to reach consumers. Each of these areas will continue to present new and interesting opportunities in 2016.</p> <h3>Personalisation</h3> <p>Batch and blast is finally falling by the wayside. It’s time to employ real personalisation and the automation that goes along with it to ultimately optimise customer interactions. </p> <p>Is your email welcome series a unique journey for each customer? With messages tailored to the actions the recipient has taken previously?</p> <p>Do you send a message to customers who have just bought to encourage them to review the product? Match their purchase with complementary items and send a 'thank you' and a suggestion? Or ask about their experience?</p> <p><img src="https://assets.econsultancy.com/images/0007/0750/Screen_Shot_2016-01-15_at_10.50.49.png" alt="" width="462" height="376"></p> <p>Shoppers tell you online what they are interested in, both explicitly in email preference information they’ve provided but also directly through their behaviour including purchase history and visited product pages.</p> <p>Be sure to use that information when communicating with them, be it about product ranges, price levels, or offers, in a relevant and engaging way.</p> <p>By continually testing the key aspects of your communication strategy – tone and content, level of communication, frequency – you’ll find the sweet spot for boosting your revenues while adding value to your customers.</p> <h3>Mobile</h3> <p>2016 is the year for getting mobile right, and it is no longer a matter of choice – your customers are there already.</p> <p>Recently, <a href="https://econsultancy.com/blog/66141-six-thoughts-on-google-s-mobile-friendly-search-announcement">Google announced</a> its decision to give a boost to mobile-friendly sites.</p> <p>And we all know that customers are increasingly using their phones to window shop, check prices from a store, or park items in a shopping basket for later.</p> <p>Mobile shopping experiences must be inviting, engaging and easy to transact through.</p> <p>Perhaps the biggest lesson for the new year: if you don’t sell a product people order daily or weekly (think pizza, coffee or groceries), don’t waste money developing an app.</p> <p>Your budget would be better spent optimising your website for mobile and mastering the latest in responsive design best practice to improve your customers’ overall user experience.</p> <h3>Social</h3> <p>Every year, we hear something new about social. So what will it be this year?</p> <p>With Facebook selling fewer ads at higher prices, a big advertising spend with the social network <a href="https://econsultancy.com/blog/66346-is-there-a-facebook-ad-bubble">buys only a fraction of what it did a year ago</a>.</p> <p>That’s not to say social shouldn’t be part of your marketing strategy; just be sure it adds value. Your social media investment should build interest in your brand, attract shoppers to your site, and most importantly, retain them as customers. </p> <p><img src="https://assets.econsultancy.com/images/0007/0751/Screen_Shot_2016-01-15_at_11.01.39.png" alt="" width="363" height="357"></p> <p>Use your email subscription lists to better understand where and how to advertise on social media.</p> <p>Many social networks offer very powerful segmentation. If you see that a particular demographic is responding to a particular offer, target your social spend on that group of consumers.</p> <p>Then use that information to help refine your ecommerce messaging and segmentation. This will help you stretch your social media advertising budget much further.</p> <p>In 2016, we will see how well <a href="https://econsultancy.com/blog/66989-twitter-s-buy-now-button-will-it-work/">social media buy buttons</a> on platforms such as Facebook, Twitter and Instagram perform.</p> <p>Recent research indicates that <a href="http://digitalmarketingmagazine.co.uk/social-media-marketing/is-the-social-buy-button-poised-to-take-off/2766">one-third of UK shoppers (32%) are ready to make a purchase via social media</a>, so retailers should start to think about if and how to use it as part of a broader commerce strategy.</p> <p><em>There are many reasons to be excited and many strategies to consider for 2016, but the common thread should be consistency. </em></p> <p><em>Above all, deliver a great, consistent marketing experience that shows you really know your customers and what they want.</em> </p>