140 Marketing Trends found for Marketing Effectiveness / Return on investment

... America's looming TV advertising upfront.

Seeking to further identify new linear TV audience segments, Nielsen claims its new tool will assist marketers and media owners to maximise their offerings in the coming national TV advertising upfront selling season.

According to Nielsen, its latest gizmo will enable new audience segments to be based on any combination of attributes, including in-store and online credit/debit transactions such as big-box store shoppers, psychographics (or in plain English) the study and classification of people according to their attitudes, aspirations, and other psychological criteria related to market research, for example reaching pet owners and loyalty-card data related to consumer products.

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.

... taking advantage of the oppportunities.

Machine learning is one of the most powerful and versatile information technologies available today, however most companies have not yet begun to put it to use.

One recent survey of 3,100 executives in small, medium, and large companies across seventeen nations countries found that fewer than 10% were investing in machine learning.

According to the survey, a number of factors are restraining the adoption of machine learning. Specifically: Qualified practitioners are in short supply while tools and frameworks for doing machine learning work are immature and still evolving.

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.

... massively scaled touchpoints.

Major multinationals - among them Amazon - already have masses of consumer data and the opportunity to capture value from that data in the targeting, measurement and optimisation of all forms of commercial communication.

This will range from from email, digital banners, digital video and TV ads to e-commerce personalization, snail mail and telemarketing.

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.

... programmatic ad buying, artificial intelligence, chatbots and other emerging technologies.

These trends are changing the advertising, media and marketing landscapes, bringing with them new efficiencies and ways of working. 

The Marketing Week article cites in example the use of robots to test the effectiveness of advertising campaigns.

According to the article, brands want answers to specific creative campaign questions, such as messaging and execution, before a specific activity starts, specifically to assess how the target audience is responding and, when completed, to determine what ROI it has delivered.

Automation improves the accuracy of this kind of research, speeds up the collection of data and can save brands money.

It also makes ad testing more intuitive whilst enabling human researchers to spend more time analysing the results to produce the actionable insights that brands crave.

Read the original unabridged MarketingWeek.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.

... so far helped much on ad buying efficiency or brand growth.

In the survey — conducted by the same Global Intelligence team that undertakes the agency’s spending forecasts — clients were asked how confident they were that their business categories would experience growth this year.

Each category was then ranked on a scale of 0 to 100, where 100 means everyone surveyed in their category expects substantial growth, and 0 means that all surveyed expect substantial decline.

A rank of 50 means the average expectation is for no growth.  

The highest confidence rating appeared to be in the Media & Entertainment category, indexed at 82.1, followed by Pharma/healthcare (70.3), Alcohol (70), Luxury (67.6) and Beauty (67.2).

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.

... 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.

... Maropost. 

Launched earlier this week, Nielsen Artificial Intelligence [NAI] aims to help advertisers and publishers develop targeted and segmented audiences in real-time.

NAI aggregates device-linked audience data across multiple platforms, including email, social, mobile, programmatic and search, and automatically optimizes audience segmentation for more targeted marketing content.

In addition to now incorporating NAI, Nielsen’s marketing cloud has also built-in analytics that evaluate campaign performance and make marketing adjustments on the fly predicted to boost overall ROI.

NAI is an adaptive technology, claiming to update automatically based on the most recent information it holds.

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.

... the hardware prototypes under development.

According to Business Insider, the group, known as Building 8, currently has four simultaneous projects underway, including everything from cameras and augmented reality to science fiction-like brain scanning technology.  

Moreover, Facebook is already thinking about the coming-out party for its impending family of gadgets, laying the groundwork to drum up interest and sell the new products when the time is right.

However, Building 8 has yet to unveil any of its products, although insiders say that the hardware group is expected to play a key role in Facebook’s developer conference next month, expanding upon CEO Mark Zuckerberg's ten-year vision for the company, revealed at last year's event.

Read the original unabridged Yahoo.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.

... media-agency contracts and digital audience measurement.

Mr Pritchard said not much had happened on those issues until he took personal responsibility for understanding things, even reading the Media Rating Council's viewability standard, which he jokingly called "riveting."

Pritchard said he had listened intently at ANA board meetings for years, "and understood about a tenth of it." "Then I would go back and delegate to someone".

On ad agency contracts he'd hear from his people: "We looked into it. There's no problem". Then I'd say: 'We need to get verification on this viewability.' And they'd say, 'We're best in class.' Over time it started to strike me that maybe there's something not quite right."

Advises Mr Pritchard: On such issues as programmatic media buying CMOs should "dig in. Go understand every step".

Read the original unabridged Adage.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.

... a critical marketing platform for his brands. 

One example which has especially tickled Mr Blackshaw's fancy is a campaign for Nestlé's Purina Felix brand in the UK. This comprised a sponsored lens and Snap Ads, in which the lens transformed users into the brand's mascot Felix the Cat.

These, according to Mr Blackshaw, played well with consumers in the “hard-to-reach late teens and early 20s”.

Enthuses Blackshaw: “With Snapchat, there’s a tremendous opportunity in staying close to what our kids are doing. You learn a lot, the key for a digital leader in tech or marketing is to stay hyper focused on the consumer."

"Be very, very humble about what you don’t know and always listen in a curious attentive way.”

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.