Month: April 2015

Adobe analysis identifies new digital marketing trends

Post author By Sally Hooton
Post date 30th April 2015
No Comments on Adobe analysis identifies new digital marketing trends

Adobe has released its Q1 Digital Advertising Benchmark Report, which identifies new trends.

- However, YoY spend increased across the board for Yahoo! Bing: The most growth came out of EMEA at 29%.
- Mobile algorithm changes better optimise SEM: Mobile algorithm changes will help marketers reduce costs and better optimise SEM on smartphones and tablets; tablet CPCs were 35% higher than smartphones in Q1.

The digital advertising space and highlights some of the key metrics that are important to the digital marketers from https://www.masamedia.co.il/, topics include emerging social media apps, Facebook ad impression growth and interaction rates, search engine spend, click-through-rates, and cost-per-click across different regions and devices.

Digital marketing key findings are:

- Popularity of social video streaming apps took off in late Q1: Social apps like Periscope and Meerkat came onto the scene in March 2015, with Meerkat averaging the most usage so far.
- Spread between Facebook paid and organic impressions widens: Paid impressions up 8% YoY while organic impressions continue to decline, down 35% YoY; Facebook paid vs. organic spread widens, but brand posting is up 31% YoY.
- Global search engine marketing (SEM) up: EMEA saw a 4% YoY increase.
- Google dominates the SEM market: 93% of SEM spend in EMEA.

In the need of more about how to start with Search engine optimization, social marketing and reputation marketing, with https://www.bluprobe.com/ here. you can find a great service for this and for any other digital marketing advise and guidance for you and your company.

Adobe Digital Index’s analysis is based on consumer data to brand sites during 2014 and 2015, +490 billion Facebook post impressions, +525 billion Google and Yahoo! Bing ad impressions, and +2 million social streaming app mentions.

View the full report

Customer loyalty: have brands lost sight of what loyal customers crave?

Post author By Sally Hooton
Post date 27th April 2015

One of the greatest shifts in customer loyalty is the movement towards digital. Tim Barton discusses how retailers can rise to the challenge, raising the standard of customer loyalty programmes.

This content is for Free membership members only.
Register

Already a member? Log in here

Tags customer loyalty

CRM Data Driven Channels Europe Insight UK

The lure of customer loyalty

Post author By Sally Hooton
Post date 21st April 2015

Andy Wood says it takes more than just reward points to fully engage today’s consumers via a customer loyalty scheme.

This content is for Free membership members only.
Register

Already a member? Log in here

Tags customer loyalty

Best practice Europe UK

Experts’ whitepaper labels Facebook advertising ‘a lost cause’

Post author By Sally Hooton
Post date 20th April 2015

The London School of Marketing (LSM) has released a whitepaper titled Facebook Advertising through the Years, in which marketing experts claim Facebook advertising is no longer a cost-effective option for marketers who are seeking to build new audiences or attract new customers. The whitepaper states: ‘From its early days, Facebook showed great promise to marketers. However, between…

This content is for Free membership members only.
Register

Already a member? Log in here

Data Management Europe In the News Strategy and Management UK

Personalisation? Don’t say my name, warn consumers

Post author By Sally Hooton
Post date 9th April 2015
No Comments on Personalisation? Don’t say my name, warn consumers

Personalisation and loyalty are key to the success of brands on the high street, according to new research out today, commissioned by Tangent Snowball. However, they are also the largest threat to brands if they over-step the mark, with just under half of respondents stating they don’t want to be addressed on a first-name basis.

Beware 0f over-personalisation

The research, which investigated the relationship we hold with different sectors of the high street and the future of the high street as a whole, revealed a huge difference between the sexes, including:

Women are less happy to be addressed on a first name basis than men – 47.5% of women : 41.1% of men
Men are more likely to be swayed by TV adverts and SMS messages – just under 50% of men (48.2%) reported that TV and SMS influence their purchases compared to 41.1% of women
Women are more likely to be swayed by promotional emails – 47% of women stated that promotional emails drove them to purchase, compared to just 36.8% of men

The research also revealed some surprising results when it comes to those born in the 1990s:

Card-based loyalty schemes are fundamental to a personalised service in their eyes – more than half of 18-24-year-old respondents (56.14%) stated that they felt card-based loyalty programmes were vital to a personalised service. This was more than any other age group
TV adverts more likely to sway them – despite viewing content on more devices, more 18-24-year-olds reported TV adverts play a part in their decision to buy something (40.35%) than any other format, including online adverts (29.82%).

Steve Grout (left), CEO, Tangent Snowball, said: “The results of our research will surprise many, I’m sure. Personalisation has been one of the biggest buzzwords in the industry over the past decade, but our research shows that, in fact, personalisation is a huge risk for brands.

“No sector is immune; all of them need to make sure that they’re not being overly familiar with consumers and are actually delivering the service, experience and loyalty programme that is expected of them.

“The challenge will be to know where to draw the line, which requires constant discussion with consumers, something that not many brands seem suitably set up to do without over-stepping the mark.”

Tags customer loyalty, personalisation

Best practice Data Strategy Global Strategy and Management

Single Customer View (SCV) closes the gap on omni-channel personalisation

Post author By Sally Hooton
Post date 7th April 2015

In today’s competitive marketplace, e-commerce companies need to capture a 360-degree picture of their potential consumers and create a single customer view (SCV), says Neil Capel.

This content is for Free membership members only.
Register

Already a member? Log in here