News You Can Use

Movie Selection-The Influence of Online and Mobile Behavior

• Posted: July 21, 2015

Think with Google examines the movie attending behavior of consumers to determine the influence of mobile devices and online behavior on the selection of a movie.

According to Google, 35M+ hours of movie trailers have been viewed on YouTube via mobile devices as of June 30, 2015

Moviegoers, especially teens and young millennials, turn to Google and YouTube on their mobile devices:

81% of movie-goers who watched trailers online did so via YouTube.

69% of consumers look at movie trailers on YouTube to decide which movie to attend.

56% of searches related to movie tickets are from a mobile device.

More than 50% of moviegoers agree that they are more likely to watch a movie trailer or movie ad on YouTube than on television.

 

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Lack of Premium Inventory Inhibits Video Ad Spend

• Posted: July 20, 2015

Both sell-side media companies and buy-side advertisers agree that lack of premium inventory hold back video’s growth, according to Forrester. While digital video is becoming an effective channel to engage with consumers, many brands, agencies and publishers are seeking alternatives due to limited premium video inventory.

The report, Solving Digital Video Advertising’s Premium Dilemma, was conducted by Forrester on behalf of video ad platform Teads. It shows that 40 percent of agencies and 27 percent of advertisers are worried that lack of premium video inventory will hurt the video market in the future, even though 70 percent of agencies and 77 percent of advertisers surveyed expect video budgets to jump in the next two years.

The same holds true for sell-side participants as well. Many media companies are struggling with limited video inventory, along with costs and focus, says the report. More than 40 percent of publishers say that video’s return on investment (ROI) is not as high as they would like due to high costs of producing video content to host an ad, while 37 percent admit that they don’t have enough video inventory.

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How Digital Marketing Operations Can Transform Business

• Posted: July 20, 2015

With businesses unable to keep pace with evolving consumer behavior and the marketing landscape, the pressure is on to put marketing operations—skilled people, efficient processes, and supportive technology—in a position to enable brands to not just connect with customers but also shape their interactions.

When done well, marketing operations could provide a 15 to 25 percent improvement in marketing effectiveness, as measured by return on investment and customer-engagement metrics. Yet achieving that level of improvement is elusive for many.

It is not only a question of adding resource (technology, head count, etc.), but also a need of new processes, better structure and coordination

Five key attributes for effective marketing operations are:

1. Truly understand consumers. Tracking, analyzing, and interpreting customer behavior and attitudes should be an ongoing, often moment-to-moment undertaking that is critical not only to targeting and shaping relevant content and experiences but also to optimizing how they’re delivered.
2. Delivering a superior experience. The consumer journey requires getting everything right. Meeting customer expectations calls for mapping out each of the steps that define the entire customer experience, highlighting not only the technologies and processes needed to enable a smooth journey, but also the various functions across the organization that must coordinate to deliver it.
3. Selecting the right marketing technology. Delivering on omnichannel customer experiences requires marketing technology that can automate processes, personalize interactions, and coordinate actions.
4. Implementing processes and governance. Establish guidelines for how business units might pilot new technologies, how data will be shared across the organization, or which capabilities will be managed in-house versus by external agencies and partners could result in a patchwork of efforts across the enterprise that sow confusion and hamper attempts to scale.
5. Using the best metrics to drive success. Metrics need to deliver insights quickly—often in real time—so the business can actually act. They need to be delivered in a way that is easy for decision makers to understand, and they need to be forward looking to identify future opportunities rather than focus on reporting what has already happened.

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Big Spenders on a Budget: What the Top 200 U.S. Advertisers Are Doing to Spend Smarter

• Posted: July 20, 2015

The 200 Leading National Advertisers accounted for 51% of U.S. measured-media ad spending and nearly two-thirds of TV advertising in 2014. U.S. Ad spending for these companies rose a slim 2.0% in 2014, but the story is not that marketers are pulling back. They are spending smarter.

Procter & Gamble Co., the nation’s and world’s largest advertiser, is among those making the pitch to Wall Street that digital is more efficient.

“We’re shifting more advertising to digital media, search, social, video and mobile as consumers spend more time there,” P&G Chief Financial Officer Jon Moeller said at a June investor conference. “In general, digital media delivers a higher return on investment than TV or print.”

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Digital Tools and Their Impact on Online Shoppers

• Posted: July 20, 2015

The MarketingCharts staff reviews an Epsilon study which analyzes the digital tools with the greatest impact on the behavior of online shoppers.

This report is based on an online survey of more than 2,800 respondents, and the survey determined an impact score for each digital tool.

Among the digital tools with the highest overall impact score were:

-Retailers’ social media activity

-Price comparison sites

-Shopping applications

-Brands’ social media activity

-Product reviews

The study also compares impact vs. penetration for the different digital tools.

The Epsilon report emphasized that the influence of the identified digital tools has greatly increased from the previous year. These tools impact consumer online shopping and decision-making behavior.

 

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Tips For Evaluating and Improving Your Mobile Paid Search Campaigns

• Posted: July 20, 2015

Benjamin Vigneron, writing for Search Engine Land, provides five tips for a successful mobile paid search engine marketing campaign.

-Test the site for mobile friendliness.  Proper mobile website optimization is a requirement for a successful mobile SEM campaign.

-Align mobile goals with meaningful mobile actions. Analyze what mobile searchers are trying to achieve and focus on meeting those needs.

-Use AdWords’ estimated conversion data in order to understand indirect conversions.  Advertisers may be achieving few direct mobile conversions, but cross-device mobile conversions are occurring.

-Create mobile-specific ads and sitelinks rather than just duplicating desktop ads for mobile devices.

– Calculate mobile bid adjustments and trade-offs across devices.

Vigneron concludes that these tips will enable advertisers to better measure what mobile SEM contributes to campaigns.

 

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How to Optimize Your Sponsored Content

• Posted: July 20, 2015

Writing for iMedia Connection, David Mennie provides tips for creating a successful sponsored content strategy:

-Choose your channel wisely: there should be a good fit between the media channel and the brand.  Select a publication that is authentic to your brand’s message.  Also, consider the audience the brand is trying to reach.

The author stresses the importance of labeling the sponsored content appropriately to avoid losing the trust of the readers.

-Use social media to gain more readers and increase credibility.  It is important to understand the brand’s audience for each social platform to encourage retweets and likes.

-Strike the right balance: a thoughtful approach should stress the brand’s authenticity and provide a consistent brand voice.

The author concludes with the following advice, “Should you choose to dive into the world of sponsored content, do so carefully and with a strong sense of who your brand is, who your readers are, and how to publish stories that are true to both of those audiences.”

 

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Corporate Innovation Mistakes

• Posted: July 13, 2015

The authors of this study published in The Harvard Business Review analyze the six most common mistakes made by executive teams when encouraging corporate innovation.

Scott Anthony, David Duncan, and Pontus M.A. Siren believe these are the most common innovation-related missteps:

1. Asking employees to generate ideas without creating mechanisms to do something with them.
2. Pushing for answers without defining the problems worth solving.
3. Urging risk-taking while punishing commercial failure.
4. Failing to provide access to a well-stocked laboratory.
5. Expecting breakthroughs without allocating A-team resources.
6. Demanding disruptive ideas, without dedicating resources for them.

The authors advise leaders seeking to increase their ability to grow their companies through innovation to “simultaneously direct it strategically, pursue it rigorously, resource it intensively, monitor it methodically, and nurture it carefully.”

 

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Millennials Highly Desired by Marketers

• Posted: July 13, 2015

This New York Times article by Hilary Stout discusses the degree of urgency with which marketers are studying, analyzing, and pursuing millennials, a generation born between 1980 and 2000.

This generation is larger than any other demographic group at 80 million consumers. They will spend $1.4 trillion annually by 2020 according to Accenture, and their current life stage involves entry into the workforce, marriage, parenthood, and related major purchases.

However, Stout article also points out that there are downsides to solely pursuing the youth market.  Millennials have less wealth and more debt than other generations did at the same age.  Baby boomers are more affluent and spend more heavily.  Also, millennials are not the only digital natives. Older generations have become frequent users of digital devices and respond to campaigns via digital channels.

Non-millennial consumers who feel that companies and brands are “neglecting”  them may respond in kind.

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Teens Influence Household Purchasing Decisions

• Posted: July 13, 2015

The MarketingCharts staff analyzed the results of a YouGov Omnibus Parents Survey. This analysis focused on US teens and the considerable influence they have on the purchases made by their parents.

-96% of teens have some degree of influence on the apparel purchased for them.

-95% of teens influence the selection of a fast-food restaurant.

-93% of teens influence the purchases of their personal care products.

-78% influence the purchase of in-home entertainment content.

-45% influence which vehicle the family purchases or leases.

This study shows that American youth strongly influence many parental purchases.  According to the survey, pester power is the top tactic according to 71% of the parents.  Additional teen strategies include promising to do additional chores or earn better grades or offering to pay for some portion of the product desired.

The significant direct and indirect influence of these teens should be considered by marketers when developing campaigns both for teens and for products and services used by the entire household.

 
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