141 Marketing Trends found for Marketing Effectiveness / Return on investment


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Europe Spurns Digital Startups While US Gives Thumbs Up

Trend Summary: European startups receiving American backing fare better than those raising money from the Old World. 


An article in today's Wall Street Journal cites the case of Mathilde Collin, a 26-year-old French entrepreneur who started an email management company. Initially, in 2014, Ms Collin attempted to raise funds from European investors, touting her app around Paris and London for several months in an attempt to raise $1.2 million. Most investors she contacted ... 

[Estimated timeframe:Q3 2015 onward]

... didn’t even reply.

Frustrated, Ms Collin applied to get into Y Combinator, a prestigious California-based three months program for tech startups from around the world.

At the end of the three-month program in Silicon Valley, Collin reached out to the same European venture capitalists she had tried before, but only two out of a dozen replied.

Fortunately, the persistent Ms Collin also approached a number of US-based venture capitalists and in just ten 10 days, her company raised $3.1m from US investors, among them SoftTech VC, a California-based venture capital company, and Paul Buchheit, the creator of Gmail.

In addition, Paris-based Kima Ventures and Point Nine Capital in Berlin jointly contributed $400,000.

As a result of this backing, 500 companies now use her app,enabling teams from different departments to share messages and in-boxes.

Now based in San Francisco, Ms Collin expects her startup to generate $1 million in revenue by the end of this year.

Read the original unabridged Blogs.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.

Source: Blogs.wsj.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6664

Internet Set to Become World's Third Largest Ad Medium

Marketing Trend Summary: By 2017 the internet will be the largest advertising medium in twelve global key markets.


According to the latest Advertising Expenditure Forecast from London-based ROI agency ZenithOptimedia, by 2017 the internet will have become the biggest advertising medium in twelve key markets, between them accounting for 28% of global adspend. In four of these markets internet advertising will ... 

[Estimated timeframe:Q2 2015 - Q4 2017]

... attract more than half of total adspend.

Globally the internet will remain in second place, lagging TV, although the gap between the market shares of the two media will shrink from eleven percentage points this year to just four in 2017.

In four of these markets internet advertising will attract more than half of total adspend. Globally the internet will remain in second place, behind television, though the gap between the market shares of the two media will shrink from 11 percentage points this year to just four in 2017.

The internet was already the dominant medium in seven markets last year– Australia, Canada, Denmark, Netherlands, Norway, Sweden and the UK – and by 2017 will dominate another five – China, Finland, Germany, Ireland and New Zealand.

Moreover, the internet’s market share of adspend will exceed 50% in the UK this year, in Denmark and Sweden next year, and in China in 2017.

Read the original unabridged ZenithOptimedia.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.

Source: ZenithOptimedia.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6654

Data Driven Marketing Soars Despite Marketers Caution

Trend Summary: Although most marketers are confident about the efficacy of data-driven marketing, many remain unsure as to proving its ROI.


According to a survey jointly conducted in April by the US Direct Marketing Association [DMA] and strategic consultancy Winterberry Group, confidence in data-driven marketing [DDM] among marketing executives has fallen. Despite which nearly three-quarters of survey respondents said they were confident about DDM, despite that percentage representing a ...

[Estimated timeframe:Q2 2015 onward]

... two-year low, according to the DMA.

The DMA study (based on an online survey in April of 293 DMA members, comprising 166 marketers plus 127 marketing services and technology companies), found that overall spending on DDM grew at a faster pace in the first quarter of 2015 than in a full year.

Over 37% of practitioners reported growing their investments in DDM, although 47.7% said their spending had not changed since the preceding period.

The Q2 figures compare favourably with Q1, when only 26.6% of survey panelists said their DDM expenditure on data-driven marketing increased compared with the preceding quarter.

According to Neil O’Keefe, the DMA's SVP of Customer Relationship Marketing and member engagement, the results suggest that marketers appreciate the growth potential but also see a need for improved measurement and talent development.

Mr O'Keefe also noted that while marketers on the data-mining side of the business are selling new technology to top marketing executives, the latter are finding it difficult to gauge the ROI on such expenditure.

A majority of panelists polled in the study said it is hard to prove value from new platforms, while integrating new and existing tools has also been a challenge.

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.

Source: MediaPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6610

Empirical Data Proves TV as Accountable as Digital

Trend Summary: Marketers are advised to abandon their decades-old practice of “reach optimisation” in favour of “results optimisation”. 


Empirical research, published earlier this week by a group of respected US industry experts, posits that marketers should adopt new methods of “results optimisation”, especially when factoring the most precious media in their mix. The research, which was presented during a special webinar hosted by the US Advertising Research Foundation, demonstrates that when brands ... 

[Estimated timeframe:Q1 2015 onward]

... measure the return on their TV advertising investments based on the incremental sales generated by those ads, they get better results.

One of the examples presented during a webinar, sponsored by New York based TV developer Simulmedia, showed that sales results for an ecommerce marketer participating in a campaign managed by Simulmedia, resulted in an ROI of $45.17 for every TV dollar spent.

Significantly, the result was not measured by modeling, fusion, single-source panels, or theoretical research, but an actual dollar-in/dollar-out analysis using the advertiser’s TV budget and proprietary sales data.

According to Simulmedia founder/ceo Dave Morgan - one of the pioneers of digital ad accountability - “linear TV advertising is now as accountable as digital.”  

Opines the source article's author, MediaPost's Joe Mandese: "Morgan should know ... and he’s built Simulmedia on that the same framework - that if you reorganise the way people use television to target consumers and measure the results empirically, you will make it more effective and more accountable.

Read the original unabridged MediaPost article.


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

Source: MediaPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6527

New Software Helps General Motors Gain Market Edge

Trend Summary: General Motors says its investment in IT technology has changed the way the company operates and markets its products, whilst also creating new revenue sources.


In an article in today's Wall Street Journal, staff writer Steven Norton believes it’s too early to say whether the changes made by General Motors have made a major impact to its bottom line, although GM's new Shop-Click-Drive technology has helped to ...

[Estimated timeframe:Q1 2015 onward]

... sell around 15,000 new vehicles in the nascent technology's first year of operations.

However, the link between automobiles and IT is by no mean confined to General Motors. Other companies who have invested in internal software development include Facebook, Tesla Motors, flash retailer Zulily Inc and UK-headqartered pharmaceutical giant AstraZeneca.

All assert that IT not only provides a competitive advantage but is also a source of internal innovation.

Moving beyond pre-packaged tools helps these pioneering companies to be more agile when responding to market needs, and allows them to customise software to differentiate their business.

As FaceBook's chief information officer Tim Campos commented last year to CIO Journal (a Wall Street Journal offshoot): “We can’t be limited by what you can buy.”

While Dr Amy Braverman, principal statistician at NASA’s Jet Propulsion Laboratory, urged CIOs to avoid relying on off-the-shelf tools for analysing large datasets. “Don’t expect the existing software package you have is going to give you the tools to do what you need."

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.

Source: WSJ.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6515

Rift Grows Between Marketers and Ad Agencies

Trend Summary: A rift is widening between US marketers and their ad agencies, exacerbated by issues of data, tech and social media.


According to an article in today's issue of US trade magazine AdWeek, marketers increasingly expect their agencies to know more about data, technology and social media, yet few clients are willing to pay for this know-how. In a new survey conducted by business development group RSW/US, top marketing executives were asked to identify the most troubling trend among agencies. Jostling for pole position among marketers' anecdotal responses were such issues as ...

[Estimated timeframe:Q1 2015 onward]

... lack of innovation, turnover, arrogance, complacency, organisational silos and more.

Moreover, the client-agency divide is not confined to US shores and is replicated in the UK and elsewhere in an ever-shrinking world.

In short, many brand marketers believe agencies talk a big game but fail to deliver deep insights, while another preceived problem is the overlapping area of tech, data and social media.

The complaint that creative-focused agencies downplay data isn't exactly new, while agency leaders accuse marketers of being their own worst enemies by refusing to pay for the level of depth they demand.

Meanwhile, according to agency leaders, marketers are increasingly slashing the fees they pay agencies, thereby making it more difficult for agencies to invest in senior talent that could make them smarter.

Agency bosses also accuse marketers of being less patient and becoming more furtive, making some agencies less inclined to spend ahead of revenue. Agencies argue that they add value to brands and should be seen as an investment, not just another line item expense.

Argues Carter Murray, global ceo of multinational agency FCB: "If clients are making unreasonable demands, we need to stand our ground and get paid fairly for what our teams do."

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.

Source: AdWeek.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6488

eMail Threatens Social Media as Ad Platform

Trend Summary: Despite the meteoric rise of social media as an advertising medium, email remains the world's most widely used marketing tool.


While social media is adland's current flavour of the month, thanks largely to its massive user base, the reach of email is actually much higher. Facebook and Twitter claim 1.35 billion and 284 million users respectively, yet there are four billion email accounts worldwide, a figure that’s projected to jump by ...

[Estimated timeframe: Q4 2014 - Q4 2017]

... an additional one billion by 2017.

Volume, however, is only half the story. The other half is recipent engagement.

Organic reach on Facebook is plummeting for brands - currently at around 6% - while clickthrough rates on Twitter are a meagre 0.5%. By comparison, email 'open' rates hover around 30% and recipient click-throughs reach a healthy 3% or higher.

In sum, email boasts a six-fold reach advantage over Facebook and is six times more effective than Twitter when it comes to delivering users.

According to US trade magazine AdWeek, a recent paper by online research company eConsultancy, reveals that email is ranked by marketers as the most effective channel at driving return on investment.

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.

Source: AdWeek.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6464

Mobile Ad Medium Matures - At Last!

Trend Summary: Mobile advertising, seen by many as just another direct response tool, can increase brand awareness by more than 50%.


New research conducted by Havas Media Group together with Sky Media found that a recent joint mobile campaign for finance brand Nationwide and pizza chain  Domino's - together with a lab-based control test for Birds Eye frozen foods - delivered a combined brand perception for all three brands. This equates to ....

 

[Estimated timeframe: Q4 2014 onward]

...  a 13% uplift in brand perception from the non-exposed to the exposed group of respondents.

The campaign's objective was to establish the best way of measuring mobile effectiveness in the absence of cookies.

According to an article in MediaTel, the results showed that brand awareness increased by 54% after mobile consumers had viewed ads from the three participating businesses.

The lab tests featured native mobile ads, not currently widely served, and these were found to be "more relevant and engaging" than standard banner ads as they caused less irritation but still achieved strong cut-through.

Commenting on the tests, Sorcha Garduce, digital insight director at Havas Media Group, opined: "There is no question of the importance of mobile devices to consumers which in turn translates to brands, making research into mobile effectiveness never more important."

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.

Source: www.warc.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6457

Mobile Real-Time Bidding Nears Orbital Velocity

Trend Summary: The number of global players in the mobile real-time bidding arena has significantly increased in the past year, doubling spend.


Smaato, a San Francisco-based mobile Real Time Bidding [RTB] exchange, has published its Q3 2014 Global Mobile RTB Insights report, revealing that the number of RTB players worldwide in the mobile advertising media sector has increased significantly over the past year, with spending more than ...

[Estimated timeframe: Q4 2014 onward]

... doubling as a result.

The overwhelming majority of that spend continues to come from the USA, which generated 61% of the money flowing through Smaato's exchange last quarter. The UK was second with 8% and Canada third with 3%.

Global spend on mobile RTB inventory increased by 140% year-on-year, while there was 270% more mobile RTB supply in Q3 2014 compared to the previous year, and demand rose by 574%.

Although it accounted for nearly two-thirds of the spend, the USA also contributed one-third (34%) of the volume (87 billion impressions). The latter soared by 371% more than Q3 2013.

In the wake of the USA, India generated the second highest mobile RTB inventory in Q3 at 10%, while the UK accounted for 3% of all global mobile RTB impressions last quarter. The full Smaato Q3 2014 report can be accessed here.

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.

Source: MediaPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6445

Automated Ad Buying to Rule Roost by 2016

Trend Summary: Programmatic advertising is on track to double its revenues from $10 billion this year to $20 billion in 2016.


According to a new report from independent market research company eMarketer, programmatic advertising  - the automated buying and selling of digital ads - will double over the next two years. This once insignificant segment of the global advertising industry is now on course to generate ...

[Estimated timeframe: Q4 2016]

... $20bn in annual ad revenues by 2016.

In digital marketing, programmatic marketing campaigns are automatically triggered by any specified type of event and deployed according to a set of rules applied by software and algorithms. Human skills, however, are still needed in programmatic campaigns as the campaigns and rules are planned beforehand and established by marketers.

Writing in the current issue of AdWeek, journalist Garrett Sloan warns that the ad industry will reach an inflection point this year, with programmatic ad spending growing by 137% in the US alone.

Mr Sloan predicts that in 2015 mobile programmatic will exceed desktop programmatic for the first time. These are his numbers:

1. Mobile programmatic ad spending in the US will hit $8.36bn next year, surpassing desktop for the first time, which will generate $6.62bn.
 

2.However, desktop spend will start to decline 3.9% in 2016 while mobile continues to grow, up 69.2%.
 

3. As for the type of programmatic, real time bidding (the exchange model) is king right now, accounting for $9.25bn of this year's $10bn buying pie.
 

4. Programmatic direct is growing much faster, however, up 850% this year to $800 million.
 

5. By 2016, programmatic direct will be an $8.57bn business compared to $11.84bn for real-time bidding.
 

6. Also, private marketplaces are growing in the real-time bidding ecosystem. Open exchanges still rule but the gap is closing. By 2016, open exchanges will handle 72% of programmatic buying, whereas today it handles 88%.
 

Lastly, by 2016, $3.84bn (or 40% of all digital video ads in the US) will be bought programmatically.
 

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.

Source: AdWeek.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6430



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