The growth trend of the digital marketing show dmexco is impressive and continues to write a promising (hi)story.
Visitors: 31.900 – increase by 16% compared to 2013
Exhibitors: 807 – means over 65 exhibitors more than 2013
Speakers: 470 – as of various stages with new start-up village and work labs
This year I wanted to wait some days before I am writing my little review to see what really stayed in my mind, and what people were talking about after the event. This is what stayed in the brains of my friends – maybe it should reach you.
1. „dmexco is like the Lumascape brought to life.“
#Quote in Breaking Down Silos for Brands Panel
Damian Burns, Director of Global Strategic Partnerships, Google
2. „Nerd is the new black“
Brad Rencher, SVP & General Manager Digital Marketing, Adobe
3. „Online is the new offline.“
Quote by Joko Winterscheidt, TV-Moderator
4. „The play is to work out the first against the second screen.“
Quote in „Addressable TV – A Marketers‘ Dream Panel“
Jim Clayton, Executive Vice President, HE New Business Division, LG Electronics
5. „The digital revolution is over, we are now in the digital evolution.“
Quote in Digital Revenue optimization 2.0 Panel
Sital Banerjee, Global Head of Media, Philips
6. „The brand in many ways need to take the back-seat. It can’t be all about the product if you move into the content section.“
Quote in „The Content Summit“
Jimmy Maymann, CEO, Huffington Post
7. „@ft presence at #DMexco so big they don’t even have a stand! They are on every phone and tablet! @dmexco @ftbized“
Quote from #FT rep/via Oliver Matthews
The three main takeaways from the event for me were…
a) Trend: dmexco stages are challenging global TV stages.
b) Topics: TV goes mobile. Digital is leading corporate strategy.
c) Town: Cologne needs more taxi drivers and/or UBER subscribers.
Really looking forward to moderate the next dmexco, 16th and 17th of September 2015.
Adobe’s CMO.com did a great job in summarizing the leading social networks for business in one nice infographic alongside their CMO Guide to The Social Landscape. The marketing technology company checked each of the platforms according to four criteria: brand awareness, customer communication, SEO and traffic generation.
Obviously and not surprising, the leading platforms are Twitter, Facebook, LinkedIn and YouTube. From our experience not all marketers are aware of the importance to change the contents for each platform and not just run them in different timings. The target-groups on the various platforms may be quite different, thus their interests in content and context as well as their wants and needs might vary extremely – although they might be the same people sometimes.
YouTube will probably become the leading platform when the whole world is more driven by Millennials and their input. Although you might be thinking about funny videos, going viral now, most of the business content can be manuals, employer branding stuff, or even product explanation videos. The opportunities are massive and it is time for marketers to realize.
In the B2B space, Slideshare might be a new platform for marketers. The chances are big here as well, as companies and brands get the option to show presentations from various standpoints. Especially, if the company is addressing different stakeholders in a purchase process, it is sometimes good to open up some thoughts before the meeting, so stakeholders can prepare. And, how often did presentations before meetings not go through as of company email file restrictions…?!
Obviously, Google+, Instagram, Pinterest play a role from a corporate brand perspective. And Google+ especially from a SEO and content marketing point of view. However, we are still at the beginning and every case needs to be evaluated on its own.
Any important platform you are missing in the top 8 social networks?
Sometimes when I travel to speak or to moderate at events, I have no idea what I can expect from the stages, the audience, the speakers and their input. Sometimes you fly home disappointed as the news were old, the stories not exciting, the slides were shabby or even impossible for the audience to read. And not often you have a long lasting experience that will change the way you experience the digital (marketing) world. Adobe’s Summit 2014 has proven to become an outstanding event experience, and I am sure the following stories will stay in my mind for a long, long time.
Let me summarize the main messages of the event „Reinvent marketing“ with the following five tweets…
Not often tweets can stand on their own. This tweet has a message that marketer need to obey in order to fullfil the message of the event and justify their position in the company. Marketers don’t need to glorify their brand through advertising. They should simply enable consumers to tell the brand stories from their own perspective. „Storytelling is not story yelling!“ as Gaston Legorburu, Chief Creative Officer at SapientNitro puts it.
When you hear all the opportunities about big data and see what companies like Adobe can do, it makes you think and wonder what these institutions will do with it – no matter what (EU) regulations we will have in the future.
The feedback from Rod Banner made me think: „I feel pretty sure they won’t. Not even intentionally. It’ll just happen. Remember, „Knowledge is Power“. And the answer from Twitter user Corticelli (whoever you are) seems to support Rod’s and my view: „oh, they will stalk and spam. And ruin that shiny technology fur the rest of us … #AdobeSummit“. Let’s hope the three of us are wrong with our slightly pessimistic view.
Having had the Head of Internet Office from the Vatican at the event was definitely surprising, hearing him speak was like meeting the Pope on stage. His gesture, his facial expression and his words were famous even before they were even spoken out. When Monsigneur Lucio Ruiz collected his words together to frame them in a picture of words that not many people on earth can paraphrase, people started smiling, applauding and laughing. Laughing, not because there was no meaning in them but just being spot on. So he said about the Pope: „His words might differ. The message is always the same!“
Definitely the most inspiring and touching story on starting anew came from Kurt Yaeger. The well-known actor from the American TV series „Sons of Anarchy“ lost part of his left leg on a motorcycle accident in 2006. When the accident happened, he was a BMX professional and the doctor told him that with or without his leg he will only have a max. 20% chance to survive. Although it will kill his career as a bike pro, he did not have to think long to decide what to do. Sometimes, you just don’t have to wait long to stop a routine or a habit.
I remember when my son got meningitis in Greece. He asked me to stop smoking that day. I told him while throwing the new pack of cigarettes in the bin: „You get well again soon. And I stop smoking now.“ I have never touched a cigarette again, and that was over eight years ago. And, I will never do it again.
When you get invited to a panel on the future of marketing, it makes you think whether you really know more than the rest of the selected media audience.
— gregory pouy (@gregfromparis) May 15, 2014
Looking back, I have seen more or less all of them taking notes and starting discussions. And, when the Q&A session started, you could feel that this round could have been interesting for a wider audience, not only for the media. But who knows. Adobe reinvents their marketing. And maybe you can also discuss with us about the future of marketing at the next digital or Adobe event.
The more work people have the less they have got time to engage on Facebook. Right or wrong? Well, right…
At least according to a recent report from Adobe that states Facebook users engage with brands more on Fridays than any other day on in the week. In their Q1 Social Intelligence Report which analyzes the interaction of Facebook posts and ad engagements, the company found that 15.7% of all impressions happened on a Friday.
In the second place came Thursdays with the second highest post impressions and engagement (14.5%), followed by Saturday (14,4%) with almost the same share of impressions. Sunday appears to be the day when people are not massively engaging with Facebook compared to the rest of the week (13.4%). A detailed interaction overview shows that Fridays were the strongest interaction days examined across all engagements: comments (17%), likes (16%) and shares (6%).
Furthermore, the report which was based on 260 billion Facebook ad impressions across different industry sector like media, entertainment, retail and travel, makes clear that photos and video seem to become the new secret sauce in user engagement on Facebook. Photos still show highest engagement rates in the first three months in 2014. 24.7% of all brand video views in Q1 came in on a Friday. Although people have more time on Sundays, it is the day with the lowest share of video impressions (6.4%). The engagement around video updates were up 25% year on year and 58% quarter over quarter.
What are your findings around Facebook updates? What content types perform and which don’t? Is Friday really such a powerful day for you as well?
There are different views on why mobile advertising is performing. However, some new studies might spread some light: one form TNS and one from SessionM which did their study in cooperation with Millward Brown. The study SessionM published today shows that consumers react positively twice as often to mobile ads… but only as long as they get some value out of it.
Mobile banners are most used from smartphone owners when they get a gift card, coupon, events tickets or loyalty points. Although this gives some good insight in the ranking of the preferred mobile engagement options, consumers want to know what benefit they get out of the digital experience. It means that marketers need to be clever and having some good approach. The surveyed consumers replied that the way mobile ads are presented was crucial to their feedback.
The study makes clear that the mobile strategies need to be clear to the consumer, said Lars Albright, CEO of SessionM: „The questions are, ‚What value am I bringing to the consumer?‘ And, ‚How am I doing it?'“ It asked 1,000 consumers in a digital survey, as well as a dozen participants in each four hour interviews. 93% of respondents said they had the opportunity to choose a reward in exchange for their smartphone time was „important“. This comes as no surprise after the latest Adobe study telling us that often digital advertising is found „annoying“.
The difference between rewards-based mobile ads and different types of on-the-go promos was that rewards-based mobile ads performed better for purchase consideration (+65), the brand in brand interaction (+14%), branded website traffic (+13%), web searches (+8%), in-store shopping for the brand (+6%), and approaching the brand’s social media pages (+5%). Obviously, the user can be handled and does not always see banners as „annoying and invasive“.
Finally, while a lot of industry players see location-based services as the key to mobile’s future, Joline McGoldrick, research director at Dynamic Logic, Millward Brown’s digital practice, spoke about how interest-level marketing can be a huge help to the space. „Targeting is getting better in mobile,“ Joline McGoldrick, Research Director at Dynamic Logicsaid, „but it is still not perfect.“
Now, although mobile ad revenue is far from reaching big amounts of ad spendings, many marketers see it as a growth area. Whatever the number that is attached to total mobile ad revenue worldwide is, Google is the leader with over half of surveyed people according to eMarketer. And if you see the numbers it seems that Gogle is still not happy with the budget chunk they do get, reaching out for more it seems. But also Facebook investors will see some light at the end of the tunnel with mobile ads on the rise. However, Google might like the competition but all that market dominance simply making way for some more challenging competition.
It will be interesting to see who will come up as the leader in this cmpetition, who can compete with Google in general, and will Google continue to grow their business? You tell us your views….
Sometimes studies bring some flashback to your mind. This time it was some study results that reminded me of two of my four moderations of the dmexco Night Talks.
In a recent country comparison study by Adobe half of the respondents made clear that digital advertising is distracting, invasive and annoying – in the UK less than in Germany and France though. The study which asked 1,750 marketers and 8,750 consumers across the UK, France and Germany, shows that two out of three users find TV campaigns still more important than online ads (US 66%, UK 70% and Germany 67%). Consumers even responded online ads were „annoying“ (US 68%, UK and Germany 62%), „invasive“ (US 38%, UK 45% and Germany 17%) and „distracting“ (US 51%, UK 44% and Germany 31%).
There is still some negative perception of digital advertising that the repondents described in their feedback. However, web ads came in the top three preferred advertising tactics in the UK. In France print magazines (31%), billboards (24%) and TV ads (23%) were the leading three categories. For Germany, print magazines were also the leader with (28%), billboards (23%) and window displays (21%) came in second and third. In the UK 39% favoured print magazines, 23% TV ads, and 12% websites.
Some weeks ago, I have been interviewing Mark Phibbs, VP Marketing EMEA at Adobe on the dmexco hot chair in Cologne. Nice seeing some statements on the study from him:
„Some digital advertising is failing to hit the mark. While digital provides great promise, often it is not being delivered in an emotionally compelling or targeted way.“
The storytelling boom was again also highlighted in this study. Even in the ad world content plays an important role. 68% of UK users responded that ads should tell a unique story which mentioned John Lewis and Guiness as good examples. One of the main ingredients should be the humour factor of the story. Funny is the driver for happiness, and outplaces „sexy“ ads (92% thought so).
„We think online advertising can learn from traditional advertising in three ways. Is it beautiful and eye-catching? Is it integrated? Do consumers have control over it? Creative agencies have had decades to get traditional advertising right. It’s not wholly surprising that online and digital isn’t resonating to the same degree – not only is it still relatively in its infancy as an advertising channel, but the digital landscape and the corresponding opportunities for brands are constantly changing,“ said Phibbs.
The study also made clear that targeted banner ads based on programmatic buying in Social Media like i.e. in Facebook could be „creepy“ (76%). Even more, 49% would like a dislike button in Social Media for it. Again this reminded me on my last dmexco Night Talk moderation in Munich when I could ask Scott Woods, Commercial Director Facebook DACH, how it can come that I get banners for social networks 60+ years old people. Facial recognition (do I look so old)? Bad programming? Bad automation or bidding process? Maybe the people behind? The answer was „Well, technology can only do what it is capable of!“ Fair enough… It seems we will have to live with that weakness for some time.