This is the main finding of a recent study conducted by MPP Global Solutions which tried to figure out which company has the best strategy to be successful in terms of the connected TV market. The findings of the study which was done during an online webinar showed that the respondents were undecided on where the successful future could be found.
The research which was called ‘Redrawing the Lines in the Battle for the Living Room’ states that just 26% of senior industry managers identified Apple’s future TV service as successful in the long run. However, this findings was also mentioned by others with 22% who saw Google-TV and Netflix (17%) as creating the right effective strategy for the future. The MPP Global Solutions study analyzed the current position of the connected TV market as a whole and the major players within the industry.
“This inconclusive result reflects the content of the discussion; that the Connected-TV market is still coming out of the early adopter phase and even major players such as Apple, Google and Netflix are still trying to identify the best approach for success”. James Eddleston, Head of Marketing, MPP Global Solutions.
Although some big companies like Google, Apple and the likes are working on their connectedTV strategy, the user is not there yet. A recent study by YouGov found out that just 35% of connected TV owners use their devices for on-demand services, with one in four (25%) having never connected it to the internet at all. It will take time until the user is following the connected TV trend as a whole. The study makers said connected TV sales is set to increase by 70% by 2016.
For companies trying to address the connected TV market, it is essential to develop an effective strategy for the right user experience. Until companies find some intelligent solution the user will probably stay with the magic combination: TV and the second screen: smartphones and tablets. At the moment, users love to do multitasking as we learned from the latest Yahoo and Razorfish study. The respondents of that study said 80% do multitasking while watching TV. More than 60% use their mobiles once or twice while watching TV. And I am quite sure this will stay for quite a while. Or is the split screen a solution? Or the one-in-one program as a time-shift solution? While you change to the internet, the TV program goes in a stand-by mode?
Es ist ein wenig, wie eine Entscheidung zwischen Podcast- und Youtube-Training für Manager. Wo ist wohl die Zukunft der Management-Fortbildung? Selbst so mancher Professor sucht offensichtlich noch einen Weg, das ideale Managementtarining für Führungskräfte anzubieten. Oder nutzt Prof. Seiwert einfach nur die Chance, die sich bietet? Ich weiß es nicht…
Als ich vor drei Jahren die Bärenstrategie von Prof. Lothar Seiwert gelobt habe, so tat ich dies auf der Basis eines Hörbuches. Inzwischen bietet die Pink University eine neue, einfache Art der Weiterbildung an: mit Kurzvideos ausgesuchter Top-Dozenten… im klassischen Frontaltraining, nicht interaktiv via Skype & Co..
Und auch hier stellt Prof. Seiwert seine Expertise in einem -in diesem Falle sogar kostenfreien- Video mit einem ähnlichen inhaltlichen Thema dar. Persönlich hat mir das Hörbuch selber besser gefallen, aber auch weil Fabeln halt nunmal nicht pink sind und sich beim Hörbuch viel in der Fantasie des Hörers abspielt und mehr zum Sinnieren anregt. Pink ist zudem nicht meine Farbe. Die Art und Layout der von dem Unternehmen selbst produzierten Videos ist Geschmackssache.
Aber seht selbst…
Normalerweise müssen die fachlichen und beruflichen Videos für einen kleinen Betrag einmalig gekauft werden, um dann unbegrenzt, online zur Verfügung. Das Ganze ist on-demand, also grundsätzlich ganz im Trend der Zeit.
Die Leser von TheStrategyWeb einfach auch mal die Gelegenheit, sich selbst von der Qualität der Pink University zu überzeugen. Einen Gutschein von 5€ erhaltet ihr, wenn ihr den Code 13Bfa verwendet. Viel Spaß!
PS: Und teilt bitte eure Meinung hier mit…, denn auch mich interessiert, ob das ein Konzept der Zukunft zur Weiterbildung ist. Danke!
How often did we hear this question in the last three years? Marketers, sales(wo)men and many C-Level’s in the B2B space have asked the question many times in seminars. I am quite happy to have found a study that actually gives some insight in a quite complex business topic.
According to a Demandbase National Marketing and Sales Study in cooperation with Focus, the company corporate website is the top source of new sales leads for consumers. The corporate website still is the primary hub to harness customer interest driven by outbound online marketing activities. However, it is only second to personal connections and referrals. Nevertheless, more than seven times more effective than social media which speaks a clear language, right…? Well, what if referrals lead to websites via Social Media?
Executives see the website as the top online source of sales leads (23%), followed by email (14%), online advertising (7%), and finally… social media (3%). What sounds as a clear message, is more a blur. The most important factor for measuring website effectiveness is the quality of leads generated (34% vs. quantity 9%). However, nearly one-half of executives surveyed do not know where users are most likely to leave their website.
Another interesting thing is that study participants stated that the website still vastly underperforms in terms of lead generation. Although companies think they understand their sales prospects (over 60% respond knowing or understanding their prospects well), driving sales leads is still a big challenge for them. 80% of the respondents said the corporate website is not performing to its maximum lead generation.
Did you ever ask yourself how a consumer found your website? Can a website alone be enough to generate quality sales leads? What is the key to generating more leads from the web? Is it the website only? Well, once your website is ready to attract customers, it needs to get traction.
Often in the last weeks, we came across one of the main effort to get there: content generation. What makes search engines to drive (potential) customers back to your website? Content. And often marketers say: “We have tons of content! Why is no one coming back?” The answers is easy: Content needs some systematic approach, and that can best be achieved with inbound marketing. And that’s were Social Media comes into the game. So, the website alone is not the answer to lead generation.
“Social media may be heralded as the silver bullet to bring B2B marketing up to snuff but, despite its increasing influence, it’s important to keep in mind that no business sale is made without the buyer going to the corporate website first. Regardless of its origin–social media or e-mail, banners or search–traffic driven from online marketing initiatives always intersects at the website. And, while businesses are investing heavily in their sites, the study shows that they are then ignoring the very audience they worked so hard to attract.” Chris Golec, CEO, Demandbase
The study shows that there is a lack of understanding how to optimize and generate new sales leads and demand generation. Analyzing websites and drawing the right conclusions from site performance and the clients’ brand journey experience is what needs to be elaborated on. Obviously, many marketers still have “better things to do” or not the time to verify the back-end. Marketers need to understand that their web strategy should be focusing on connecting website experience and the brand journey towards it. This in the future will be mainly driven through inbound activities that could find a catalyst in referals. Companies just need to elaborate on the interconnection between website and Social Media. That’s where the answer to lead generation is hidden…
Don’t you agree…?
Facebook is not new? Well, correct… Facebook is complete new! It writes our lives…
I just realized how Facebook ruled my last three days offline and online…
On Tuesday, I was shaking hands with Carolyn Everson, (Vice President, Global Marketing Solutions) after her presentation on stage at the dmexco Conference 2011. Yesterday morning, I enjoyed an espresso with Scott Woods, Commercial Director DACH at Facebook. In the afternoon, I was moderating a panel on engaged consumer advertising strategies. Topic: Facebook. Obviously, Facebook was one of the main topics we discussed…
And then, the evening came with the big announcements. I was on the train watching the announcement of the new Facebook features at the f8 conference. Techcrunch told us how to get into the new Facebook in minutes. However, only the owner can see it until the 30th of September.
And what can I say… Welcome to my Facebook life!
The main three changes for me…
– the massive lead picture – reminded me of a former Myspace design.
– the two frame structure – offers a quicker overview on personal infos, updates, activities.
– the missing picture gallery – enables people to do some personal or company branding with these pictures. Cool!
The main three “Likes” from me…
– The coolest feature is the Timeline. If Google is changing our brain, then Facebook is pre-writing our autobiography.
– People can be creative in terms of the mixture of their conversational ingredients – text, video, audio. This makes a profile colorful and lively, apart from finally understanding that we do not “LIKE” everything – we shop, we act and we like!
– It is much easier to see which updates were uncool and not engaging. Kill them to make your profile look conversational. Aren’t we kind of authentic…?
Facebook wants to get away from throwing sparks in our days – it aims for long-term relevancy. It wants to be the ever-lasting spark. Our memory…?! And when we are old, we won’t tell our grandchildren stories of the past. We will say… Just read my Facebook days!
According to a recent study by KN Dimestore and SocialVibe brand messages and incentives influences most consumers to pay more attention to ads. In fact, if companies combine these two advertising and brand strategies, the interaction of consumers with brands increases by 91% and brand perception by 38%.
The study -which gathers data from more than 30,000 survey respondents- reported that when 48% of survey participants initially opt-in to engage with a brand for the incentive, they stay and pay attention to the brand message.
The aim of the study was to find out if and why incentives prompt people to engage with the advertisements, how they affect consumer perception of the brands, and if they influence people to visit the company’s website or „buzz“ their friends about the offer. Respondents gave feedback on ads from U.S. brands across financial services, CPG, entertainment, e-commerce and technology categories between June and July of 2011.
Some key findings of the study…
48% of those interact because of the incentive but pay attention to brand
12% interact purely based on brand
31% interact for brand and incentive
9% interact purely for the incentive
The results summary makes clear that engaging with the ad increased the odds that the consumers would purchase the product. Above that, incentives through ads drive website and in-store traffic, as well as purchases – and also conversions. Happy customers are coming back more often to the website when initially satisfied with an incentive through incentives. 36% of respondents were more likely to purchase brand-related products at physical store after interacting with the ad.
SocialVibe names the strategy “value-exchange brand advertising”. The company defines it as ads that ask for a consumer’s attention in exchange for something they want, such as virtual currency for social games or making a donation to charity. There is a clear differentiation from sign-up and straight purchase intended offers like cost-per-action (CPA) advertising.
The study is an interesting step in indicating the value of ads for branding. Generating consumer interest and awareness get’s more and more challenging these days with the masses of advertising we are faced with on a daily basis. Mobile advertising shows some similar development in terms of incentivization and engagement. Often companies said that the value of ads is getting lower as they just value it from a conversion-based ROI perspective. However, the study now shows that earning points, virtual currency or some other rewards finds the atention of customers. That’s when conversion comes into play, and that’s where brands need to foster engagement to a purchase via the right communication tactics.
One of the latest research projects “Keeping Up with the Mobile Consumer” by Retail Systems Research (RSR) which was sponsored by Google and SAP Research, states that retailers are eager to engage with consumers via their personal mobile devices, but focus their efforts on driving customers to stores, rather than on mobile commerce. The study offers some orientation and recommendations for successful mobile strategies for retailers (and brands).
The research studied of 83 qualified retailers in the summer of 2011 and divideds the respondents in best performers – Retail Winners – and other performers. It states that 79% ackowledge that a cut and paste version of a full eCommerce site is simply not a viable mobile strategy. It also shows that the “Winners” are somewhat ahead of the market, however it is early days in mobile ecommerce.
For Retail Winners the future of mobile ecommerce is not only an extension of their website to the mobile channel (77% vs. 88% of all others). Most retailers look to outside advertising agencies with mobile experience – 31% to 18% of the Winners.
The best performers take a broader view of what mobile really looks like as it relates to how consumers use mobility, the study suggests. Winners focuse much more on the ability to write once and deploy across multiple mobile platforms than are average and underperformers (73% vs. 35%).
“Overall, 51% of respondents say that their mobile sales will grow significantly in the next 3 years, and another 42% expect at least some growth, if not a significant amount. And while the top mobile channel capabilities for our retail survey respondents include search for merchandise and receive coupons/offers, Retail Winners tell us they are laser-focused on using mobile to help the purchase process,” Nikki Baird, Managing Partner, RSR Research
According to the study for the Winner retailers the main challenge is that consumers are using mobile as part of their shopping experience and that they need to be there and they see (92 vs 81 of others). 42% (versus 29%) see significant online traffic from mobile sources which they need to respond to. Even the Winners (38%) admit that mobile technology is evolving too quickly and they cannot keep up with the pace of innovation (48% of others).
“There’s going to be a lot of trial and error, and even though not all new endeavors will be successful, it’s important to remember that the consumer already wants to use the device she has in her purse; even if a new tactic falls short, she’ll be eager to try it, and she’ll likely reward you for trying,” Steve Rowen, co-author of the report.
Generally speaking, the study shows all retailers are aware of the common and future status of mobile. They recognize the opportunities that mobile devices offer to them, their capabilities, and the shoppers’ willingness to use them. However, it is still difficult for them to predict the best retailers understand that “the next big thing”.
Mobile advertising seems to be the rock-star among banners these days. For marketers it is becoming an essential digital marketing tool for the future due to its ability to achieve an essential audience reach everytime and everywhere.
The latest global MediaMind study “The Comprehensive Guide on How to Leave an Effective Message” suggests to increase engagement levels and pay-per-click rates through the location where the advertisement is displayed, the time when users see it, and the size of the banner seem to be crucial. For the study MediaMind surveyed about 21 billion impressions, from the second quarter of 2010 to the first quarter of 2011.
The study finds that telecom advertising is the second highest vertical for user engagement. It is just surpassed by sports, still ahead of electronics, travel and retail though. This comes as no surprise as the telco spendings are increasing as of the high competition in the market place. In 2011, US Telecom advertisers are expected to spend over $4 billion on online advertising.
However, awareness is high, click activity still lacks engagement. From one million impressions web users would “dwell” on 70,000 adverts but only click on 1,800. The old question reamins: If we could only measure the final impact of banner awareness before people click banners.
The success factors in a telco advertising campaign: timing and location. Seen from a conversion point of view, telco ads achieved the highest conversion rate after the first impression, generating about 5000 conversions every one million impressions. Users were most likely to convert within the first three exposures to commercials, claims the study. And users converted with a higher probability when telcos targeted them with the most effective ads early in the campaign.
“Out of every one million impressions that are served, 70K impressions are Dwelled, and 1,800 impressions are clicked on. Overall, every million impressions generate 5,300 conversions.” Study Conclusion
In the future, will the high clickrates from mobile banners stay high (0.6% average CTR compared to usual banners reaching not even 0.1% CTR)? A former MediaMind study has also found that users convert at a much higher frequency when exposed to mobile ads. We will see what the mobile evolution of the user brings. In my eyes, it is still the creative aspect and the first message that goes out to the user that makes the change for a great campaign, followed by an “intelligent creative optimisation” which Gal Trifon, MediaMind General Manager obviously suggests.
PS… At dmexco I will be moderating the panel: “Mobile rocks! Strategies and Challenges in Mobile Advertisment”. (21.09.2011, 2.45pm, Congress Hall, Cologne). The keynote will come from Greg Stewart, CEO of the MMA. The panel will focus on opinions and answers from the international mobile market. Which strategies should be implemented to build up a successful communication via the mobile channels and which successful case studies are there? Come and join us!
Any further findings on mobile advertising you can add?
Looking to increase the number of people who access your Facebook apps? A recent MIT study gives three insights marketers should watch out for…
1. Adding a personalized message feature (such as, “Hey! check out my new favorite app”) substantially increases adoption (three times more effective per message).
2. Notifications and invites outperform ad campaigns used in their recruitment phase on Facebook. Viral strategies are up to 10 times more effective than banner ads in converting users and around twice as effective as email advertising.
3. If companies and brands are looking to secure the most amount of committed users inside of a campaign app, personalized messages might be the way to go.
The study could be summarized that we are still in a trial-and-error mode in what works, what doesn’t work, and “how to improve–instead of choosing one strategy and praying it was better than all of the others”.
Finding valueable Augmented Reality apps is a time-consuming effort. Tripwire Magazine has done a trip through the AR world and found 45 (I would say 20) interesting iPhone apps that are worth exploring. My favorite five ones are… Star Walk, Yelp, Golfscape GPS Rangefinder, Theodolite Pro, and the best branded apps Stella Artois – Bar Guide.
Do you know what sharing means? One of the greatest sharing campaign comes from Casa do Zezinho: Share Project. Watch it, spread the idea, and support the campaign, so it can be expanded throughout the countires that could need it…!
It is a harsh statement. It is a statement that undermines the value of leading marketers in the world. But it comes from their bosses: CEOs.
A majority of CEO’s believe that marketers lack business credibility. And it is not only that… Marketers are not the business growth generators they should be and are not focused enough on effectiveness. This is the key findings of a recent report “2011 Global Marketing Effectiveness Program” by Fournaise Marketing Group. The report interviewed over 600 large corporation and SMB CEOs and decision makers in Asia, Australia, Europe, and the US.
Nearly three quarter (73%) of CEOs believe marketers are not able to demonstrate how their cross-channel marketing strategies and campaigns help to increase their organisations’ top line in terms of more customer demand, sales, prospects, conversions and market share.
However these findings sound like a slap in the face of marketers, the study makes also clear that vertical metric set-ups are still a challenge for companies. 77% of respondents admitted that they cannot connect EBIT, market valuation or revenues to marketing facts like brand equity, brand values or other marketing ROI metrics.
The study claims that 74% marketers rely too much on the creative element of their job, ‘arty’ and ‘fluffy’ thoughts and too much on their ad agencies to come up with the next big idea. I would like to add that very often publishers make up a lot of these ideas but appear to stay in second line to the client. Just a quick hint to CEO’s…
In some of my latest projects in the last five years, I have seen marketers asking for many and very detailed reportings. The interesting thing is that 70% of CEOs see marketing data marketers provide is hardly useful, or relate to or mean anything for their company’s P&L. Obviously, 69% of marketers say that their campaigns and strategies have an impact on business – but cannot precisely quantify.
“Until marketers start speaking the P&L language of their CEOs and stakeholders, and until they start tracking the business effectiveness of their strategies and campaigns to prove they generate incremental customer demand, they will continue to lack credibility in the eyes of their CEOs and will continue to be seen more as a cost centre than as an asset.”
Jerome Fontaine, CEO, Fournaise
For me one of the main interesting topics is that 74% of CEO’s find that marketers focus too much on the latest marketing hypes (i.e. social media 74%) without explaining the real value it brings to the business. In order to generate ROI, very often marketers are starting discussions with third parties or agencies about latest trends and then jumping on them immediately without even thinking about the ROI it might bring to the business – instead of focussing on where main revenue streams are coming from.
Now, the funny thing is that probably most of marketers won’t comment on these findings, I assume. Although it would help all marketers to start discussing now…
At that day, we were brainstorming opportunities how to engage users in advertising, and how to reward them. Reward them, when they were watching the pre-rolls at our daily (on-demand) three minutes news show, when they were clicking on display ads, when were reading articles that might fit their business needs and then send them personalized advertising… and reward them when paying attention to any forms and activities of sponsored areas.
To be frankly open, the time was not ready for these types of advertising rewards from a user perspective (as well as the ad industry understanding the capabilities). However, we thought about clever loyalty programs and how to let users participate in the revenues we are generating. As we were working in the B2B scenario it was even more difficult to get this into the heads of our users. I remember, we even tested the silicon point reward model and had a personalized point counter on our side for some days. Yes, we were quite ahead of our times…
So, where are we today with the reward advertising model?
Some weeks ago, I met Julian Fourgeaud at Rovio (Angry Birds) when I was speaking at the istrategyconference in Amsterdam. Julian told me all about the opportunities they have with their mobile gaming business. If you think about their reach – Angry Birds just cracked the 200 Mio. downloads barrier- it all makes perfect sense. I was surprised how much time people spend with the game, and how addicted people became during the istrategyconference dinner (just ask my kids…) but wondered how to make a clever advertising model out of it. And I thought if reach is as benefitial as relevance form an advertising point of view. But that is another story…
Today, I was reminded of the old silicon days. I came across a new business model which is called kiip. Their business is quite simple. A code is implemented in a game which is basically an ad. The ad is a reward points model or coupon that shows up in mobile games when people achieve certain high-scores or levels in the game. So, when you beat a level, you might get a coffee from Starbucks or a discount from MINI’s merchandising shop. Or you just collect points via their loyalty schemes which motivate you to think about purchasing their latest products.
Here is the video how kiip works…
There are so many advertising opportunities or loyalty programs (i.e. like Multiply to increase the worth of brand fans) these days that won’t be as offensive as the traditional advertising model. HOWEVER, in my eyes there is one thing which needs to happen: Personalization. With silicon those days we saw who was logged in, just like Youtube, Facebook and Twitter do. So, personalized reward advertising ad models should no be a challenge anymore (under given permission). Still, I cannot see any of these rewarding systems really working for now. Or is Facebook Stories heading towards this idea? Groupon, Foursquare and Gowalla could come up with similar ideas if they just collaborate with the guys from kiip. And if credit card providers as well as loyalty card providers would change their strategies and group with these guys, chances would be amazing to make advertising engaging, personal, rewarding and finally efficient for brands. We would get offers in a personalized format, at the right time and in the right environment.
What do you think about reward advertising models? Is this an exiting area to focus on? Do you fear that data privacy (remember this Google spoof commercial…) becomes an issue as usual? Let us know…