84 Marketing Trends found for Marketing Effectiveness / Return on investment

... exclusive retailer, according to Samsung.

According to Bill Lee, vice president of smart home product marketing at Samsung Electronics America, in addition to connecting to and managing smart home devices, the increasing number of connected devices within homes also requires faster Wi-Fi.

Says Lee: “Today’s smart homes have the power to deliver simple and efficient automation, but as families stream more content and buy more connected devices, it’s a struggle to get fast, reliable and extendable Wi-Fi coverage."

Enthuses Mr Lee: "With Samsung Connect Home, we’re redefining the whole home network to finally offer families a simple solution that expands Wi-Fi coverage throughout the home while offering the ability to monitor, automate and control smart devices using Samsung SmartThings.

The system can be configured using Samsung’s Connect smartphone app, which guides users through placing the units in the most effective locations, according to Samsung.

The app also includes connected device management capabilities, such as setting parental controls and granting guest access to the network.

Read the original unabridged MediaPost.com article.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

meagre 22% open rate on any email they send.

Which means that 78% of their customers never see the offers retailers have crafted for that campaign.

However, with Customer Relationship Management [CRM] retargeting, retailers can now reach more of these customers, more frequently and in more places, without actually having to send more email.

CRM retargeting works the same way as any other email campaign, with one major difference: Instead of relying on a customer opening your email to deliver your message, you reach these exact customers wherever they’re paying attention, no matter which platform, device or channel.

Here's how it works ...

1. Tom gives you his email address (tom@emailaddress.com).
2. You include Tom in a CRM retargeting campaign offering 20% off his next purchase.
3. Tom uses that same email address to log into an online platform, Twitter for example.
4. Tom sees the offer every time he signs into Twitter on his smartphone, tablet and laptop.

Since the campaign matches Tom’s email address to your message, you can be sure that Tom will see it, no matter what channel he’s on or what device he’s using.

Read the original unabridged TargetMarketing.com article.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

... senior level CMA marketers, reflecting the views of over forty companies.

Also contributing to the report were major brands such as Sainsbury's Bank, Barclays UK and British Gas, as well as ad agencies including iris, Ogilvy and McCann.

This found that 73% of respondents regarded measurement as very important to their content marketing strategy, with half of marketers currently spending 6% to-15% of their content marketing budget on this area.

Nearly half (45%) of respondents said they were planning to increase this spending in the coming year, with 56% already automatically offering measurement as part of their content marketing strategy – thus demonstrating its importance in the industry.

However, only half of those surveyed thought it possible to accurately measure content marketing's ROI, and a similar proportion (52%) doubted whether a universal metric was achievable.

Most (91%) thought that content marketing effectiveness metrics could include long-term brand health measures such as favourability/likeability, trust, consideration and propensity to buy. 

The key to the CMA’s success is informing and educating both clients and members about the latest thinking in all areas of content marketing, while showcasing the talents of its members as they plan and produce ever-more effective and innovative strategies and creative work.

Read the original unabridged Warc.com article.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

... set of guidelines to its members.

ISBA maintains that, despite a marked increase in media spend using programmatic technologies, its members are increasingly concerned that their media agencies are not doing enough to promote transparency with regard to their media management practices. Accordingly ISBA is now acting to bolster levels of education.

According to ISBA’s director of media and advertising Mark Finney, high attendance numbers at its events focusing on programmatic advertising are indicative of the levels of interest in the use of such technologies.

Moreover ISBA members are increasingly perplexed at the ever-increasing complexity of the adtech ecosystem, especially when it comes to issues such as whether or not their ads are actually viewed by humans, click fraud and ad misplacement.

Mr Finney reveals that “ISBA members are also worried about their media agencies’ lack of transparency, with agency trading desks acting as both agent and vendor and the whole issue of rebates. This problem is exacerbated by incomplete disclosure on the part of media agencies regarding their media management practices.

Concludes Finney: If they [media agencies] made more effort to demystify their processes it might make advertisers less inclined to mistrust.”

Read the original unabridged TheDrum.com article.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

... surge in response rates.

The survey found that 91% of marketers, suppliers and agencies are achieving the same or higher click-through rates on mobile devices as on desktops, performing stronger than search, display and email.

The report also reveals impressive spikes in year-on-year response rates across social media, email, display and search marketing.

Comments Neil O’Keefe, the DMA's SVP of CRM & Member Engagement: “These numbers demonstrate that the power of data is driving impressive industry growth and personalised, relevant customer experiences across channels.”

Moreover, says O'Keefe: “The DMA’s 2016 Response Rate Report found recorded increases in click rates and conversion rates across nearly every channel surveyed. With the use of data to drive efficient targeting and placement and increased data science skills across the marketing ecosystem, these numbers will only continue to grow, saving marketers money on their marketing spend and driving efficiencies in the marketplace.”

The report is based on data from an online survey conducted between April 2016 and June 2016.

Read the original unabridged DMA.org article.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

... brand affinity and increased purchases.

San Francisco based survey sponsor Greenlight VR this week released results from its survey of 1,300 adults. The survey revealed that the majority of consumers (71%) feel that VR makes brands seem "forward-thinking and modern."

There's even better news for brands' bottom lines, with 53% of survey respondents saying they'd be more likely to purchase from a brand that uses VR than from one that doesn't.

In a statement announcing the survey's findings, Steve Marshall, Greenlight VR's svp of research and consulting said: "We're seeing that specific VR activities have unique emotional footprints, offering fascinating insights for those who are considering their VR strategies."

He cited an exemplar: "Among our sample, watching a live broadcast event in virtual reality generates significantly higher ratings of positive emotions such as 'happy' and 'energetic' when compared with playing a VR video game."

Even respondents who had never previously seen VR had good things to say about the technology, with 91% reporting positive feelings after watching an informational video about VR.

Among those who haven't tried VR, 65% were interested, 32% were surprised at what it could do, 25% felt "happy" and 58% reported being "amazed".

Read the original unabridged AdWeek.com article.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

... were viewable.

MeetricsGmbH deems an ad to be 'viewable' if it meets the recommendations set out by the Internet Advertising Bureau and the US quasi-governmental Media Rating Council. Specifically, that to be 'viewable, 50% of an ad can be seen for at least one second.

Although advertisers should be heartened by the improvement, the data indicates that the UK continues to lag other European markets.

For example, two-thirds (66%) of ads served in France were judged to be viewable over the same period, with similar levels in Austria (65%) and Germany (60%).

Commenting on the data, Anant Joshi, director of international business at Meetrics, said there are two main reasons underlying the improvement in the UK's ad viewability rates.

According to Mr Joshi: "As the whole 'ad verification' topic gets more publicity, it gains prominence in marketing departments. Consequently, more campaigns are being optimised against viewability figures".

Read the original unabridged Warc.com article.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

... social, cultural and generational contexts in which they develop their business ventures.

Personal motivation is the major factor driving the success of entrepreneurs and whatever inspires them to create their enterprises is an indicator of their approach to business and likelihood of future success.

The HSBC report divides the population of entrepreneurs into four groups: Game Changers, Pathfinders, Trailblazers and Lifestylers.

Of these groups 'Pathfinders' is the largest, accounting for 40% of the global population of entrepreneurs, whose key characteristic is the steady building of businesses.

'Game Changers' account for just 18% of the population, although it is the most likely group to become serial entrepreneurs and to grow larger enterprises.

Across all profiles, 64% of entrepreneurs believe it is their duty to have a positive social and economic impact on society and 74% gave to good causes during the preceding year.

Moreover, one third of business owners contribute to society by taking an unpaid role in the community or donating time or expertise to social causes.

Read the original unabridged HSBCPrivateBank.com article.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

... perform distinct functions within the same organisation.

Says Gartner Inc’s Ed Anderson: “I start to think of a multi cloud environment as a foundation for a next wave of applications.” He envisions mashups of cloud-based analytics with customer data or data collected by sensors embedded in machines and other objects".

CIOs worldwide are demanding a way to combine the best of the cloud with their own localised data centres. Few companies or organisations are willing or able to move all of their IT to the public cloud, yet most of them are eager to move past the anachronism of the isolated, on-premise data centre.

Says Ted Ross, CIO of the City of Los Angeles: “We are actively working on our hybrid cloud architecture. It is a high priority for us”.

Benefits include the ability to “virtualise” more hardware by substituting it with less expensive and more versatile software", according to Mr Ross, who leads a group of about 500 people. He also sees value in being able to shift workloads among public and private clouds and city data centres, based on the nature of the task.

MarketsandMarkets says it expects the hybrid cloud market to reach $85bn in revenues by 2019, up from $25bn in 2014, a compound annual growth rate of circa 27%.

Read the original unabridged WSJ.com article.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

... photos and other media formats. 

According to one (unnamed) digital marketing executive: “What used to be narrowly defined as search is being turned on its head. Google is finally getting away from just having three lines of text. Video ads have virtually taken over mobile, while Facebook is reportedly thinking about how best to integrate video ads into search.”

Google isn’t alone in testing promoted videos in results. Yahoo and Bing are also experimenting with the format. The latter has already started to sell promoted videos which it calls “Rich Ads.”

"In sum", says the aforementioned anonymous marketing executive: “What used to be narrowly defined as search is being turned on its head. Google is finally getting away from just having three lines of text. Video ads have taken over mobile. Facebook and Google are thinking about how to integrate them into search, while Yahoo is able to take more risks. They have less inventory, so they have to be more willing to innovate.”

Read the original unabridged DigiDay.com article.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.