Getting personal data is something most companies strive for. However, consumers are very careful with sharing their information with marketers. Most of them (62%) fear that marketers don’t obey the rules of data privacy. This is the main finding of a recent report from SDL, based The report was based on data from a survey of more than 4,000 consumers in the United States, the United Kingdom, and Australia.
Not surprisingly, younger consumers are not that frightened about the way marketers work with their data than older consumers. In the UK, just 48% of the 18-24 year old respondents worry about it versus 63% of the 45-54 year olds. The US is less open with data sharing in the younger generation. 59% of the respondents between 18-29 years worry about data privacy. This compares to 71% of the age group 45-60 years.
There is also a big gap between what data people share and what not. Data about age, gender, and income is more openly shared with marketers. Respondents made clear that they are less open to share the name of their spouse, lists of family and friends, and obviously their Social Security number.
It seems that loyalty programs are still a great hook for marketers. In order to being able to join a loyalty program 49% of respondents were willing to share personal information with brands. Furthermore, free products and services in exchange for data still gets 41% sharing personal data.
Still, the fear of being tracked gets people away from sharing their data online, especially when it comes to in-store tracking. Most respondents (76%) with smartphones replied they are not happy with retailers’ tracking their shopping tours as they do not understand what the intention of the tracking effort will be.
Trusted brands are in a comfortable situation: 79% of respondents stated they are more likely to hand over personal data to those brands they have purchased from before. Obviously, this changes in percentage from country to country with the UK being most hesitant about sharing information Almost one third would not share any information with marketers. The report is a good indicator on what kind of structured data is easy to generate, but also shows the challenge of getting sensitive data from consumers.
From Falkow’s perspective, many corporate newsrooms do not provide the content and links that journalists “are looking for, and things they think are important, and things that make their jobs easier for them, and that they would therefore use that content more readily.” The value of pictures for content could be seen when Twitter started displaying pictures in peoples’ feeds, so that users did not have to click the link connected with it, she states.
The main findings from the survey…
- Just 37% of online newsrooms provide videos and embedded codes compared to 82% of journalists asking for it
- 49% of online newsrooms fail to meet the standards of images for publications, only 39% of corporate newsrooms offer an image gallery
- 53% of journalists find video important with content, but only 13% of PR professionals are adding videos to their news, and only one third have a video gallery in their newsroom
So, the question is why companies fail with their newsrooms? Sally Falkow’s answer is as simple as it is obvious: “The No. 1 reason that they quote is lack of resources and, also very close behind, lack of skills. They don’t know how to do it.” Based on the knowledge of their 2013 newsroom study, Peter Ingman, founder of the newsroom technology platform Mynewsdesk, responded: “The power of images and videos have become central parts when coaching companies on how to set up newsrooms with our technology. Providing news and information to journalists has to be three things: simple, simple, simple! It has to be an easy process of uploading data for companies and easy to implement the appropriate content articles and posts for the media contacts. Journalists need to have or find the essential data for their reports and articles without challenging search activities. Come, find, implement – this is the key to successful newsrooms!”
The way journalists work has not changed drastically over the last decade in the way investigating for the news content works. Check the media, check Google, check the brands. Newsrooms offer new opportunities to journalists, social influencers and brand advocates to access data faster with an “everything-at-a-glance” perspective. The use of implemented analysis tools, clever SocialCRM technology, and by changing the way employees are allowed to speak for their brands via online channels, newsrooms foster brand and trust building. However, newsrooms can sometimes be of good and bad experience as the standard in companies newsrooms varies, apart from the different technologies that companies use, from self-developed platforms to personalized SaaS newsrooms.
Often enterprises have got newsrooms up and running already like Daimler, AUDI, ING or Costa Coffee. Still, most SMBs don’t even think about it as they are still relying on their traditional way of spreading news via content distribution platforms – an outdated way in terms of the value it provides for SEO, and even more (or less?) for journalists. Companies should start thinking about providing value with their newsroom in the form of video quotes or brief updates or blog posts alongside photos about the latest developments or news in the company or the market. Quick and simple information bites that come via tweets, Facebook updates or direct mail out of platforms straight to the editor, optimized according to their user behavior. It will make a massive impact on brand reputation and the way journalists will work with corporate newsrooms in the future.
The study shows that most business leaders own a mobile device (90%), live and like the mobile business and are agreeing that life is “easier” (68%). Even more, 64% see their lives becoming more productive and enjoyable. Apple is still leading with 44% owning an iPhone versus Android users with 35%. Obviously tablets are on the rise as well with almost. The merging worlds of private and business becomes clear with the fact that 72% (up 39% from 2011) use their tablets for both work and leisure.
Not surprisingly, two thirds value tablets “useful business tools”. Also second screen usage is big among the business elite: 75% watch TV at the same time as using their tablet. The engagement effect of the tablet is striking with nine in 10 of these consumers taking some form of action on their tablet as a result of seeing TV content. And when the study shows that a third of the business executives are responding to TV advertising, marketers should think about ow to implement clever brand and lead generation campaigns in their TV spots. And when marketers want to reach the business elite, they are best in sending out their messages in the evening and at weekends (tablet usage). Smartphones are always-on, so no special advice here.
“This study shows the huge influence mobile technology has on our lives. Europe’s elite are keeping up with technological change, owning more devices than ever and using each in different ways. In the area of social media and its value in business, the jury is still out and it will be interesting to see where this leads next year.” Mike Jeanes, Director of Research, EMEA, CNBC.
Top content for tablets…
- business and financial information (72%)
- web browsing (70%)
- news updates (70%)
- email (69%)
- reading newspapers/magazines (69%).
Top content for mobiles…
- email (79%)
- business and finance (72%)
- web browsing (70%)
- news updates (70%)
- GPS (69%)
Despite some common disagreement that the business elite is not on social networks, the study makes clear that 85% are a member of at least one network with 61% on Facebook, 58% on LinkedIn, and 43% on Twitter. It is important to note that 40% (up from 19% in 2011) of Facebook, LinkedIn and Twitter users are now connected to all three social networks. Furthermore, 58% of the business decision makers use social media for business (still private use is the standard for 75%). It could be that private and business worlds are really not kept as separate any longer. The commercial impact of social media is seen critical. When 46% see social media “neither useful nor essential” (compare study 2012), it shows that most business decision makers had either the wrong advice or the wrong expectation raised by consultants. One of the reasons why we are always very critical in analyzing the benefit of social media for a company or brand, and trying to show the realistic benefit for companies.
In an interesting report by Zendesk across the globe, it become sobvious that telephone is still the preferred way to the customer service of companies. The report shows insights based on actual customer service and support interactions from over 16,000 companies across 125 countries.
According to the Zendesk report, customer all over the world were most satisfied with customer support they received on the telephone. The insights done in Q3 2013 show that 91% of customers liked the way they got help on the phone. In the second place of the satisfaction ranking came Chat (85%), followed by Help Centers/Web Forums (83%). On the social networks side Twitter (81%) came in before Facebook (74%).
Not surprisingly, the report also made clear that during normal business hours the support got the slowest first reply times (FRT) plus the lowest satisfaction scores. In the time period between 5-6pm local time -often when the service teams change or leave business for the day- companies have got the longest FRTs.
Interesting to see that Brasil and Canada received the highest customer satisfaction scores although there was no real indications on what the reasons could be. United Kingdom finished in position 6, US in 11 and Germany only in 14. From an industry perspective, the IT services and consultancy business, government and education achieved the highest customer satisfaction rankings.
Companies would be clever to combine these findings with their customer churn and growth rates to see the impact of customer servcie on the development of their customer base. Although many companies do custoemr servcie via Twitter and Facebook, which is steadily growing and improving since 2012 according to the report, we have experienced that social media in customer service if often just used to calm people down and get them engaged in a phone call to solve their issues. A trend that has shown the best customer service satisfaction results.
When I am commuting to work in the morning, I can see more and more people checking their emails on notebooks at the train station, working on tablets on the train, or simply participating in conference calls in the business lounge at the airport. Furthermore, many coffee houses have realized the potential of giving away free WIFI hours with a coffee break. It enables the future workplace “anytime, anywhere, any place” – the new claim for modern business around the world.
Questions arise like: How much office space do we need in the future? Do we have to sit in our cubicles all day long? AND: How much time do we need to spend together in the office?Gartner published some data showing that 45% of workers in the US spend eight hours a week outside the office and away from their desks. And International Data Corporation (IDC) claims that there will be 1.3 billion mobile worker in approximately two years time (2015), making up 37.2% of the US workforce.
The main benefits of the future mobile workforce were illustrated in the following infographic by Cisco.
a) Reduced road travel by 91 billions miles per year.
b) Prevention of traffic injuries and deaths by 77,000.
c) Reduced greenhouse gases by 51 million tons per year.
d) Saved 281 million barrels of oil per year.
e) Gain almost 2 weeks of extra free time per year.
PS: As this infographic is interactive (and could be cut out larger), you might not see everything. Here is the link to the animated side.
It is one of the findings, we often experience in reality when we advice companies: The employees understand how the digital transformation works. However, the management -especially CEOs and executives- are not seeing the urgency in moving on with the digital transformation. In a recent study of more than 1500 executive people in 106 countries released by Capgemini Consulting in partnership with MIT Sloan Management Review these findings become clear again, although the study writers make clear that the common agreement is that the future is digital.
The results show that those company executive who have the digital transformation on their agenda almost four out of five executives (81%) believe that it will offer their company a competitive advantage. They also see that it will become a critical development to their organization within the next two years. Still, nearly two out of three (63%) see that the velocity of technology change in their organizations is not moving fast enough.
Not surprisingly, many employees are becoming more and more impatient with the development and progress compared to their upper managers. This stays against the fact that 53% of the CEOs think that the pace of the digital evolution inside their company is “right”, “fast” or “very fast”. Especially, the middle managers and staff employees think that the progress isn’t enough toward a digital realm. Just 25% of managers see the pace is right. One of the comments in the report blamed that the management was guilty of “complacency, [and] ignorance of modern technology”. And another one stated “Clueless management”.
The study’s authors categorized four different stages of digital transformation:
a. Beginners: Have been slow to adopt, or are skeptical of, more advanced digital technologies like social media and analytics.
b. Conservatives: Have deliberately hang back when it comes to new technologies.
c. Fashionista: Very aggressive in adopting new technologies, but do not coordinate well across departments.
d. Digiratis: Have the vision, and are willing to invest what it takes.
The reasons for the slow adaption for the modern digital challenge is made obvious: Time. When 53% of CEOs and executives say that the “don’t have time for this right now,” it sounds like a normal common excuse when things are not familiar or understood in the importance for the future development of companies. They (52%) simply don’t know how to do that, or are resistent to move on “this is the way we’ve always done it”.
When the study finds that 65% of organizations have just begun to step into the digital transformation process, it shows that most managers have not yet understood where the world of mobile and social media is getting us in the future. And when only 15% of respondenting CEOs and executives can be considered “mature” adopters of digital technologies, it reflects our view of how we experience the top management that comes to us and wants input on how to change the company towards the digital realm. And whent he study authors conclude that just some companies rank in the same category as a Starbucks or Intel, which are kind of top notch in digital transformation, we might still see potential for even them to become better. It is one thing, to have a chief digital officer at Starbucks that also enables customer mobile engagements. But it is another thing to make all employees follow the rules of the digital transformation. The challenge is on…!
PS: Study can be read here.
When I started my blog some years ago, people in my industry were shaking their heads and wondered what the benefit was to be a “social media professional”. Some asked why I was wasting time on social networks like Twitter, Facebook & Co., and what the ROI is in writing blog posts and then sharing them. Some wondered how I managed to stay on top of the main trends and developments in the “social web” world. Well, time is passing by and people start to be getting answers.
In the last years, many companies have thought about hiring a social media specialist, or have even given it a proper job description. Still last year, we went into companies and found some young interim or part-time freelancer being responsible for the feedback on the 3R’s (ratings, reviews and recommendations!) of their own social customer. Often these people earned nothing but a smile from their colleagues.
These days seem to change. Can it be that companies understand the value of engaging with their customers on the social web – the place where they not only spend a lot of their spare time? They actually do marketing, sales, customer service, employer branding and much more for companies and brands. Some companies still have not understood though…
Now, the social marketing platform Offerpop has created a nice infographic based on data from LinkedIn that shows a staggering 1,357% increase in social media jobs posted on LinkedIn in the last three years.
We discussed this topic in many panels at dmexco this year, and in the last couple of years I assume not many buzz words have made their way through so many blogs and articles: Big Data. Some see the value of it in measurement and analytics for marketing purposes. Others try to identify new potential and hire Corporate Data Scientists for their web strategy to leverage the potential of unstructured data. And some are still on their way to understand how their data can be embraced to exchange with the data of some partner or even their clients.
The topic Big Data will stay. Just look how much data is generated daily: 2,5 Exabyte. A number that doubles every year according to an infographic the guys from Elexio have put together. It illustrates the potential for companies and how Big Data might generate bigger opportunities in several sectors. Especially, in retail or e-commerce where Big Data let’s brands analyze customer behavior and deliver more personalized messages in order to create an exciting user experience, more engagement, and sure i the end more sales. However, sometimes you wonder if they are doing it right.
As Big Data also let’s us analyze offline data, some clever marketers might combine those with online data to get a clearer view of consumer activity. On the one hand, this might be good as it keeps them from delivering the wrong banner or engagement outdoor advertisement and content to the wrong customer. On the other hand, there might be people arguing that Big Data is still in its infancy as long as companies cannot extract critical and unstructured data from the valuable data that creates a new customer journey experience.
The main challenge will be how we bring Big Data and security together in the future. Consumers get stressed these days as they realize that promotion banners and branded content are following them across channels – with products and services which are often not wanted, or already bought. But how can companies deliver a seamless customer experience? How can they make use of Big Data that boosts their lead generation or sales numbers while still showing careful approach that consumers appreciate?
With all the social media sharing and curating of content via social networks and their buttons, does it really make sense talking about Big Data and security? Or, do we need organizations that audit how companies handle customer data? What rules do companies and brands need to obey to enable a social and secure shopping experience? Many questions that we will discuss on a panel at the ChapmanBlack “Future of Digital” event in Berlin next week. Sure, I will change those afterwards…
Please find the infographic of Elexio with latest insights into the new opportunities that Big Data can offer to brands and companies.
Most of us know that B2B is massively moving away from offline to online. But where is the proof? A recent survey by Intershop -based on a survey of 280 European and 120 US senior IT and business decision makers from merchants with a B2B focus and annual online revenues of $1 million to over $100 million- shows that with 57% the majority of B2B vendors sees B2B commerce fundamentally shifting from offline to online.
The company manager that responded are aware of the shift (51%) and replied that they are changing their organizational structures and business models accordingly. Furthermore, 44% of those responsding managers find that B2B vendors adopt B2C best practices in order to improve their B2B purchasing processes.
The following numbers show what the main drivers of change seem to be. Most of the respondents (81%) found that changing consumer expectations are driving the changes in B2B commerce. And another 74% see new technology delivering new and unseen experience access.
Still, not all is shining bright in the world of B2B commmerce. When 96% replied to be facing challenges in adapting to new B2B commerce trends, it speaks a clear message. Thus, the challenge is for…
- 50% to provide intuitive and user-friendly interfaces for multiple touchpoints (B2B online stores and mobile apps)
- 48% to manage complex organizational structures
- 47% to convince offline customers to use e-commerce and self-service channels
It is a good sign that almost all companies (92%) market their products on the Web and the rest is planning to do so. Even better is the fact that of those companies marketing their products online, 95% plan to boost the online part of their revenue in the future. This may be a wish, this may be a dream, this may be hope. However, the main issue in our eyes from several cases we worked on is an internal cultural challenge: Understanding that a shift to online is a personal and a leadership topic. If companies face it and get some good advice, the change to a new B2B commerce is not causing red eyes.
dmexco 2013 is over.
The growth trend of the digital marketing show is impressive and continues to write a promising history.
Visitors: 26.300 – increase by 16% compared to 2012
Exhibitors: 742 – means over 164 exhibitors more than 2012
International attendance: approx. 25% of visitors and of exhibitors
Satisfied visitors: More than 80% were happy with the event and exhibitor presentations
Future of Digital Marketing
1. “The era of digital marketing is over. It’s almost dead. It’s now just brand building.” Marc Pritchard, P&G http://bit.ly/15eHlWR (Tweet by Armando Alves) – Watch Closing Keynote Day 1
Future of the Moment
2. “Twitter is a reflection of our individual and shared moments, which is why it gives all of us, including brands, the opportunity to engage and to act. In short, it allows us to be in the moment.” (Quote by Katie Stanton) – Watch Closing Keynote Day 2
In another year as a co-moderator of the dmexco conference program, it was a great honor to moderate
the “Women Leadership Table” for the second time – this year Denise Colella (Maxifier), Noelia Fernández Arroyo (Yahoo!), Anne Frisbie (InMobi) and Ashley Swartz (Furious Minds) attended. Thank you ladies, you were smart and know why analytics, mobile, social, and content seed the future of brand success.
The moderation of the panel “Realtime Branding” (Social Media) was a great pleasure for me. Here we had Sarah Wood (Unruly), Surjit Chana (IBM), Brian Goffman (LinkedIn), Holger Luedorff (Foursquare) and Markus Spiering (Flickr/Yahoo!) at the dmexco bar table. Learnings? If there was a network with a limitation of 50 words, they would be able to manage it perfectly. Just watch the debate until the end to get their expert view on what you as a marketer should invest in to leverage social media.
The challenges for brand marketers haven’t changed massively since 2012. Big Data is still rocking and not yet fully understood in companies in terms of how to make use of it in the future. In case they are seeing the benefit, they still need to hope for a value chain between publishers, agencies and the LUMAscape players to cope with the evolution of adtechnology – and some will still try to find an agency to manage the data for them. Marketing and cloud services might become a new opportunity to analyse and measure the data for a clever strategy between going to market with long-term “content strategy” (community, monitoring, pull) and the short-term “campaign” (banner, SEO, push) approach – whether in social commerce, mobile or social. The digital future will remain exciting – stay tuned.
Looking forward to the next dmexco in Cologne, September, 10. and 11., 2014 – CU there!