Reports: How retail marketing managers use digital, and how customers think…

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Social media marketing has become more and more important for retail marketers in the U.S. this year compared to 2013. This states the latest reports by Extole which was based on the survey response of 302 people responsible for marketing and technology at U.S. retail companies. However, mobile marketing and email are still top priorities as well for those marketers across various verticals, company sizes and geographies.

Extole Report 2014 Marketing Spend to 2013

Although social media marketing was the leading marketing spend compared to last year with 41%, mobile advertising (32%) and email marketing (31%) were catching up as well. Whereas thee marketing spends were on the sweetspot for budget spends, topics like display advertising (28%), content marketing (28%), and paid search (24%) got less marketing spends this year.

Extole Report 2014 Marketing Channels Regularly

The report also made clear that retail marketers use social media and email two most (85%). Not surprisingly as social media was mentioned as the most effective tactic for acquiring customers. 50% of the retail marketers have picked it in the top three results. Nevertheless, if retail marketers want to convert retail customers, email marketing is still seen as the most effective marketing tool.

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If we compare this report to another much broader study by Capgemini “Digital Shopper Relevancy Report” that asked 18.000 consumers around the globe, marketers might be putting too much emphasize on social media marketing. Marketers might have a closer look at the not “socially-engaged shopper” categories and then decide in which markets to invest in social media marketing, and which stay with a broader holistic digital marketing approach.

Capgemini 2014 Digital Consumers

What is your experience on how to best address your customers in the retail or technology space?

Digital Strategy Toolbox 2014 (Slideshare)

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Julian Cole released his second presentation of the “Digital Strategy Toolkit”. This Digital Strategy Toolbox for 2014 can be viewed on SlideShare and give marketers some new ideas on which tools to use for their next digital strategy set-up. It contains some valuable insights and examples of tools (19 in total). Furthermore, it is looking at cool websites, research stats and some more inspirational material. Maybe you already know a lot of these tactics but still, it is worth to double-check if you are still up-to-date, right?

Digital Strategy Toolbox 2014 from Julian Cole

“I love advertising because I love lying.”

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In a normal world, when people get the CLIO award, they thank the whole world, their parents and sometimes God for achieving the honorary trophy. Not so Jerry Seinfeld in New York during the Advertising Week. Although the award is seen as the “world’s most recognized international awards competition for advertising, design, digital and communications,” Seinfeld plays the honor down for having been the longtime spokesman for American Express.

“I think spending your life trying to dupe innocent people out of hard-won earnings to buy useless, low-quality, misrepresented items and services is an excellent use of your energy.”

What an honest statement. What a harsh reality. What a burst of laughter. Don’t bite the hand that’s feeding you, someone like his clients might have said. However, he just let’s it all out and probably makes the whole celebration audience think for the first time in their lives.

Having moderated the dmexco conference some weeks ago, I have to admit that some people also asked, if I hadn’t been too honest when I mentioned that most of the digital advertising companies can be happy that venture capital and private investors exist, as otherwise 80% of the digital parties today would not happen.

Sometime, it is just good to keep the spirit of self-reflecting sarcasm up to drive the future business growth. So, have fun watching Jerry Seinfeld making almost everybody in the room laugh…

Study: Promoted tweets beat organic tweets by 160%

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Some research by the guys at Convertro gives valuable insights to marketers in terms of paid social media. Compared to other platforms, paid tweets are more successful than organic tweets. The study shows that promoted tweets converted better than twice to organic tweets. However, YouTube is best in introducing new products and supporting consumers purchase decisions.

The report analyzed some 500 million clicks and 15 million conversions during the first quarter of 2014. It tracked the performance of social purchase interactions via the Convertro’s attribution technology amongst their user base. The results show that promoted tweets converted at 3.9%. The unpaid tweets received only a 1.5% figure which makes a difference of 160% that paid tweets generate.

Convertro-AOL-Social-Network-Paid Media

The variance of results can not be seen on Facebook though were paid status updates got achieved 3.1% versus unpaid status updates of 3.0%. Even worse were the figures on Pinterest were paid posts converted with only 0.2% compared to moneyless posts which received 1.1%. So, Pinterest probably needs to rethink their advertising model when unpaid posts (over 80% more successful) do more for marketers than paid posts.

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If it wasn’t Twitter, the questions for paid social media would probably even be higher. However, if we look at the overall figure, it is clear that paid posts increase conversion rates by almost 25% – at least according to the stats by Convertro. Maybe you have made your own tests and advertising campaigns with paid social media. If so, maybe let us know if your figures show similar results.

State of Marketing 2014 Report: Social Media and Video Ads up, Mobile down, Programmatic low at 1%

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Compared to some previous study, this years CMO Council’s “State of Marketing” (sponsored by NetBase and Infor) shows that confidence to be a trusted source for the C-level is back with marketers. The online study that asked 525 global marketers in the first quarter 2014 shows that 69% of senior marketers see themselves as a trusted, strategic member of the C-suite and/or are increasing their credibility with the main business decision makers inside their companies. Furthermore, 81% of senior marketers responded that they’re confident to meet management expectations and goals for top-line revenue growth and market share in the next 12 months.

“The level of confidence and optimism is very high. We are seeing the CMO role being elevated to a much larger degree.” Donovan Neale-May, Executive Director, CMO Council

From a budget perspective, the main areas of marketing spending growth for this year will be social advertising (71%), online video (71%), social engagement campaigns (69%), retargeting (67%) and search engine marketing (66%). However, mobile will go down in the attention of marketing spendings this year. Only 62% said they plan to increases and just 25% project increases of over 5% for 2014. 45% said they expect no change for mobile banners. The report makes no commments on reasons for this stagnating mobile budget growth. In general, 54% of marketers plan to increase their marketing budgets over the next 12 months, 27% will keep budgets stable. The most funding will go into new products and program launches (54%), corporate branding and identity building (53%), lead generation and qualification (50%), and customer retention and monetization (44%).

State of Marketing 2014 What tactics is most effective

When asked to identify where marketers will allocate marketing budget across

From an operational and process point of view 12% of the responding marketers said they will invest in product marketing, 12% said in strategy and branding, almost 7% in marketing and planning, 7% in sales and lead management, and 5% in market research, among other areas. It seems that programmatic buying has still not reached the marketing department. Only 1% sees programmatic advertising technology systems an interesting topic to invest in. Maybe they just do not have the right arguments for their C-Suite on programmatic yet.

The senior management expects from their CMOs over the next 12 months to drive top-line growth (56%), grow or retain market share (52%), better define the brand and value proposition (44%), and further customer insights and analytics (37%). As the leading areas of responsibility the marketers see for themselves strategic planning and forecasting (74%), branding (71%), digital (68%), budgeting and mix modeling (68%) and market research (67%). from a C-level perspective the marketers state that their main tasks from the business leaders are driving top-line growth (56%); growing or retaining market share (52%); better defining the brand and value proposition (44%); and furthering customer insights and analytics (37%).

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The challenge for marketers as of the cloud technology evolution is to connect with other departments inside the company. Interesting to see from the report to which people marketers are reaching out these days for partnerships. The marketers responded that the CFO (58%), CIO (53%) and chief sales officer (51%) are their main three touchpoints inside the organization to form partnerships with.

State of Marketing 2014 Collaboration

The report also states that 55% of marketers want to hire in 2014. Their main focus of reecruiting people or getting knowledge will be on customer analytics (40%), social media (36%) and content development (27%). Interestingly enough, a trend that we also experience with our clients is that B2B marketers (60%) are very active finding new staff. Their main interest is in people on topics like customer analytics (33%), product marketing support (33%), content development (32%) and social media (32%).

What makes a great brand? (SlideShare)

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The team at We Are Social have created an interesting presentation on “What Makes A Great Brand”. However, I can already hear some of you social geeks saying, moaning and arguing what is missing in the slides and what you could better, maybe start reading and thinking about it first, and then try to find some more brands that have changed the way customer perceive brands today.

The slideshare presentation comes from a a project done in cooperation between We Are Social and The World Federation of Advertisers on Project Reconnect. This initiative was created to understand brands with a deeper meaning by listening to what people really want from brands and advertising. The idea behind it was to align marketers practice and customer expectations. Viewers get to know insights made while talking with marketers about inspiring marketing trends and approaches.

What Makes A Great Brand? from We Are Social Singapore

Websites that teens love (Infographic)

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Are teens real trendsetters when it comes to using the latest online gig or social networks? Well, Niche gives some insights into the websites that 7.000 high school graduates in the U.S. were using lately.

Although many of us would have thought that Facebook is not the biggest hype for them any longer, the interactive infographic provided by Niche proves that 87% of the graduates are still happy with reading their news and being active on Facebook. Instagram makes up 66% and Twitter is used by 55%.

In terms of quick chat platforms, 72% use Facebook Messenger and 65% are active on Snapchat. Those platforms that are said to be the latest trend like YikYak and Whisper are not really getting big activity rates – 97% and 95% don’t use these platforms.

From a broadcasting point of view, it is interesting to see that YouTube, Netflix, and Pandora are the leading edge platforms whereas Hulu, Spotify and Beats like Amazon Prime are not yet their main interest spot.

PS: The interactive infographic with further info can be seen at Business Insider.

Websites Teens Niche 2014

Why ‘A’ marketers are better than the rest (Infographic)

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Although many marketers have heard of the analytics, data and technology challenges, a minority of 26% of marketers understand their value for the business they run. This is the latest results of a joint study from VisionEdge Marketing (VEM) and ITSMA Marketing Performance Management (MPM) with input from 380 marketers gives insights on marketing performance and best-practices.

The study shows how marketers can earn an “A” grade from the C-suite as they understand impact on data for business. The outperforming marketers know how to make performance management a priority. They know how to plan and implement a well-defined and documented road map for performance improvement. While many marketers measure effort and activity, these “A” grade marketers find the right metrics on ROI efficiency, while building dashboards in order to communicate business benefits of their efforts.

Not surprisingly, “A” grade marketers know how to align their marketing objectives with business priorities, which are the basis for selecting the right metrics. They understand why their offerings create a bi-directional benefit for customers and shareholders.

Of the top performers, 63% claimed increased customer share of wallet. This is a massive success when compared with 48% of “B” marketers and 38% of low performing marketers. When monitoring improvements for business growth, 54% of “A” respondents confirmed improvements in their win rates. This stands against 39% of the “B” competitors and 25% of laggard marketers.

However, some of you marketers might think you should have the ROI in focus, the “B” grade marketers
are too much looking for sales figures. They are spot on getting leads for their pipeline and try to map the customer journey intensively. Still, they lose the big picture of the long-term web strategy. The lazy laggard marketers just see the production of marketing campaigns as their target instead of producing and generating real business results, according to the study.

ITSMA-VEMMPM-Study-2014

Catch Up! Essential Skills of Modern Marketers (Infographic)

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If you are a great marketer, you always want to be ahead of the curve with your marketing team. But what talent ingredients does it need today to be among the leading experts of modern marketing? eMarketer has just come up with their latest “Skills of the Modern Marketer” report.

In this report we get to know the skills that senior marketers have to achieve or to be coached for in order to manage their teams correct supported by the latest trends. And it becomes clear that it is not only about knowing the right marketing tactics and trends, we also have to shape our personality with empathy, adaptability and collaboration skills. And furthermore, it has become a challenge to understand the latest marketing technologies and how they can foster the ROI of your business.

The following infographic summarizes the report and the findings, based on interviews and a survey with senior level marketers.

eMarketer Essential Skills Modern Marketer Infographic

Report: Most Trusted Marketing Automation Tools

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Marketing automation tools are making their ways into the business world, not only for large enterprises but also for small companies some solutions have proven to be promising, and not only since IBM bought Silverpop. However, which tools are the right ones for your business? At least we get some advice now from TrustRadius“Buyer’s Guide to Marketing Automation Software”. They did a report based on 400 in-depth reviews by authenticated end-users of marketing automation products combined with the results of more than 10,000 comparisons performed on the TrustRadius’ website.

The report looked at software solutions that include various demand generation capabilities like email campaign management, landing pages,or even lead scoring. However, the analysis out those providers which just offer one aspect of marketing automation (i.e. only lead scoring). In their focus were those tools that “help to automate and scale repetitive marketing tasks and the analysis of those efforts.”

These were the findings they came up with…

Small Businesses (Up to 50 employees)
Small companies gave quite positive and high ratings with at least a 4 out of 5 (average was 4.3 out of 5 – better than the average in the midsize and enterprise companies). Then TrustRadius ranked the products via two factors: a) average user rating and b) how does the product serve the business segment (determined by the number of comparisons made by organizations of that size).
The leading 3 solutions were HubSpot (4.8, 69% of comparisons by small businesses), Act-On (4.7, 53%), plus Infusionsoft (4.3, 96%). Other solutions like Marketo, Pardot, Eloqua, and Silverpop also got good ratings. Still, they ranked lower as they had a smaller proportion of small business comparisons.

TrustRadius Marketing Automation Small Business 2014

SMB Businesses (From 51 to 500 employees)
The average rating in the midsize company category was 3.9 out of 5. The report shows that a higher demand goes alongside bigger companies and more complex requirements for marketing automation tools. Here, the trusted vendors are Marketo (4.2, 60% midsize category) and Pardot (4.0, 58%). Act-On, Eloqua, and HubSpot also got positive ratings.

TrustRadius Marketing Automation SMB 2014

Enterprise Businesses (500+ employees)
The average rating for enterprise marketing automation products was 3.8 out of 5. Eloqua showed up to be the top marketing automation software for enterprise companies (4.4, 59% enterprise focus). Act-On, HubSpot, Marketo, and Pardot also performed well according to users, but they had a smaller proportion of comparisons from enterprise customers.

TrustRadius Marketing Automation Enterprises 2014

Tell us about your findings. Which tools do you use and what has proven to be successful for you? All insights can help other companies make faster decisions.

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