GDPR became law on May 25, 2018. How did marketers react? How did the general public react? Here’s a round-up of surveys, polls and opinions about the GDPR opt-in opt-out preparations and the way ahead.
Global spending on native ads is predicted to hit $85.5bn a year within the next two years; it’s a format that is deemed to offer a more appealing and engaging user experience and is thus rapidly growing in popularity among marketers and brands – likely to overtake banner ads as the field leader in display advertising. Here’s a glimpse into tomorrow’s digital ad world and what the more creative, relevant and editorially compelling native advertising 2020 could add up to.
Providing customers with personalised content can lift revenue by 15%, according to Harvard Business Review, so why is it that businesses so often settle for producing generic marketing – or, worse, create messages that simply do not translate? Robert Berkeley says they need to do more to localise content if they are to draw in customers and grow their businesses.
5G networks are projected to cover a third of the world’s population within the next decade – and the impact on the mobile industry and its customers will be profound: The new generation of technology will usher in a new era of global connectivity, with networks adapting to applications and performance being tailored to the needs of the user. Are you ready?
The building blocks of a customer-centric approach are generally thought to include being accessible, responsive, empathic, collaborative and ‘putting the customer’s best interests first’. Claire Bonniol tells how to go beyond that culture and uses examples of brands that are ‘doing it right’ to show what great customer service looks like.
Here’s a company that . . . er . . . splashed out in the midst of a major recession to bring a new way of advertising to a particularly captive male audience. It’s a fresh look at targeting . . .
Marc Schillaci says international ecommerce is growing at an incredible rate and represents a real opportunity for SMEs.
Apple dominates social conversation as most loved on brands list, with Google in second place and Lego third, says report.
Apple is the UK and Europe’s most loved brand and dominates social conversation, according to a Brand Lovelist report launched last month by social analytics platform NetBase.
‘Love, best, great, perfect and awesome’ were the top five words consumers used when expressing their admiration for Apple which received over 400,000 more mentions than Google in second place and seven times as many total mentions as Lego in third. Tesco in fourth place was the first British and only food and beverage brand to feature and BMW was the first automotive brand to appear at number 5 on the brands list.
The report looks at the top 50 brands in Europe determined by market research over the past year and ranks the best-loved brands in technology, consumer goods, automotive, food and beverage, financial services and energy. Data was gathered using NetBase’s social media listening platform, from millions and millions of English and French language posts of earned mentions (i.e. those posts that were not posted by the brand itself) across Europe during the one-year period April 2015 to March 2016. Brand conversation specific to the UK and France was analysed in English and French respectively to provide two lists of the 25 most loved British and French brands.
Paige Leidig, chief marketing officer, NetBase, said: “While it’s not altogether surprising that Apple came out on top, if we look beneath the surface it tells us that here is a company that has created an enviable passion among its consumers.
“Alternatively, look at Tesco, why is it the only food and beverage brand on the list, where are the likes of Lidl and Sainsbury? The answer is because it has worked hard to build a strong relationship with its customers and they want to express their love for it.
“Understanding consumer preference is more than simply measuring the volume of social media content, it’s about understanding the intensity of passion and feeling in those posts. Most consumer purchases are won on emotion and the Brand Lovelist measures brand love and every single version of it; it tells us which brands people love the most.
“Furthermore, it highlights the importance of having insightful customer data that you can act upon whether it’s a new campaign, product launch or purely understanding ongoing customer perception of your brand.”
Emma Reeve examines the relationship between the law and a new breed of business rising from the shadows of online, looking at whether more branding conversations need to he held in order to update the current legal system to bring it in line with issues faced by 21st century start-ups.
Cross-device and measurement are top of mind for media buyers in Europe, research shows.
Media professionals are collaborating more in their vendor selection process and show increased desire for personalised media solutions, finds digital marketing specialist, Conversant – which has released a study giving insight into the planning and buying processes for digital media across the UK, France and Germany.
Digital media planning and buying are increasingly complex, posing significant challenges and opportunities for buyers and sellers alike. Digital budgets are continuing to grow at double digit rates, with increasing adoption of mobile and video. Buyers in charge of large budgets show stronger interest in mobile, video and social than buyers who spend less than €5 million.
Mobile and video show strong adoption
The study found virtually all (94 per cent) media professionals surveyed used display in the last year. Mobile and video also showed very strong adoption, at 90 per cent and 76 per cent respectively.
While just a few years ago social media led buyer interest, the topic has fallen significantly in the rankings in favour of cross-device and measurement.
Oded Benyo (pictured), president of Conversant Europe, said: “The agency media landscape is highly competitive and highly collaborative, with professionals demanding more from their media spend.
“They are increasingly turning to companies to provide true cross-device marketing. Professionals are no longer looking for cross-platform campaigns, they’re looking for fully integrated, cross-device delivery to identify consumers and target them individually.”
Media professionals all agree on cross-device advertising
Of the media professionals surveyed, many expressed interest in learning more about topics including personalised creative and mobile advertising. However, cross-device advertising was a common theme, as the topic was among the top two areas of interest for professionals in France, Germany and the UK.
Other key findings of the study, conducted in Q3 2014 by independent research company, Research Now, include:
The study was among media professionals at large and mid-sized agencies. A total of 306 respondents completed the full survey. The full study, ‘How the Media Buying Process Really Works,‘ can be downloaded here.