The industry has typically struggled with a lack of insight into what exactly is repelling consumers when they switch off advertising. Why doesn’t it appeal to them? What can advertisers do to get their attention?
In 2016, the Donald Trump US Presidential Election campaign machinery effectively utilised massive free media exposure on cable news channels, tweeting, re-tweeting and social media ads to change the dynamic of campaign ad spending; for the first time in history, spending on US elections decreased.
Are businesses being smart with their budgets or are they still sending out marketing messages in bulk without thought for personalisation or what the customer actually wants?
The world of science fiction is now a reality for marketers looking to make a big noise and advertisers wondering where to apportion their budget. Plus, bots are hot for generating insight and video games are leading the field for consumer engagement.
Over the course of the next decade, it will probably not be enough to just engage with digital; organisations will have to become digital enterprises.
A UK survey showed that 82% of marketers believe email personalisation results in an increase in open rates, 75% believe it produces higher click-through rates and 56% see a positive impact on sales. So yes, artificial intelligence might be all the rage right now, but marketers should not forget that assets they have already in their marketing arsenal (such as the data in their CMS and marketing platforms) can really help their ROI.
It is forecast that 5.4 billion people will have mobile phones worldwide by 2020, so brands need to understand what applications users in different regions are most likely to be using and how to provide a high-quality user experience.
There was a day when brands controlled their marketing messages. Not any more. Your marketing is being done for you, even while you sleep. That makes for a very exciting world, a new world and from a marketing perspective. How will you make it work for you?
Having spent their best years connected to the internet, most baby boomers are big consumers of digital media to entertain and inform them and many are now interested in smart homes. So, if you want to do business with boomers, you had better take a fresh view about what value you provide and how you engage with them.
In Spain, brand messages shared by employees, rather than the company itself, are 24 times more likely to be re-shared. To put this into perspective, the global average is eight times more engagement. The Spanish demand personalised interaction.