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Study: Social and Native Ads beat Email in Branding

A recent study suggests that marketers should focus more on social media advertising and native promotions. The results of the study conducted by Millward Brown Digital for MediaBrix show that these tactics are more effective than email.

The respondents -300 marketers from Fortune 5,000 companies in 17 business categories- of the study answered with the follwowing response on which advertising formats and types “meet their digital branding objectives” on a multiple choice and multiple selection questionnaire.
– Social (51%)
– Native (46%)
– Email (36%)
– Paid search (23%)
– Mobile Web (23%)
– “Emotionally targeted” in-game (20%
– Mobile in-app (20%)
– Programmatic (18%)
– Regular in-game (14%)
– Text messaging (12%)
– Direct purchse ads from websites and blogs (11%)

When Millward Brown asked marketers on their preferences on “what types of digital ad campaigns has your company conducted”, the reponses were quite similar. Of the responding marketers, 77% mentioned that social is their way forward where as 73% replied email and 68% were heading for native. Although this might suggest that email marketing is a thing of the past, the marketers did not say that email does not work any longer.

Seeing news from Procter & Gamble marketing lately, it illustrates the confusion generated by the marketing industry on what’s the future of advertising going to be like. P&G will invest 70% of their advertising in programmatic in the future. A move that follows the American Express example trying to shift 100% of digital ad buys to programmatic. Against this movement stands some results of the Millward Brown study which shows that 30% of digital marketers understand that programmatic advertising creates some negative consumer experiences, with the unfavorable result in not leveraging but hurting brand loyalty or negating their branding objectives.

Please finds the main results of the study in the following infographic.

Infographic-Social-Native vs Email

Infographic-Social-Native vs Email

The Challenge: Measuring ROI on Social Media (Infographic)

After three years, the guys at MDG Advertising have updated their last infographic on ROI on your social media “The ROI of Social Media: Is Social Media Marketing Effective?” This new version will be helpful to challenge your business objctives, your metrics and the understanding of how to leevrage your social media reccruiting efforts. The good thing about this infographic is that it shows 45% of social media marketers can build new partnerships through social media. Furthermore, an astonishing 72% of respondents claim that Social Media has helped “closing business.” And, 6% more respondents state they used successfully Social Media to recruit people for their business.

These are their 3 main factors of measuring from MDG Advertising which can be used as a guideline to foster your social media program.

Social Media Understanding
Look beyond the sales numbers and cost structure. Do your brand monitoring first, not for one month but for at least three in a row and on a daily basis. Then, try to figure out how your brand perception and recognition has changed latey (with or without latest social media efforts). Which significant issues have changed your brand perception? Which tools have help identify the changing brand perception?

Business Objectives
Most companies and their leaders start and change their social media program when the trial-and-error mode has proven the fail of the social media strategy. You better start defining your business objectives first, and one thing is for sure. You do not start, just because your competitors are active in social media platforms. Maybe you want to have a look at your brand perception and web conversations first, then you ask what engagement do your customers show in the various channels. Does all this engagement make an impact on sales? And how is your brand perceived along the social web clutter?

Measuring Figures
According to the infographic, CMOs use the following metrics to measure their social marketing efforts. It shows that as in earlier years, quantity comes first, however I would suggest you better go with quality. How says what and when, and how does this affect other consumers of your brand.
68% Site traffic
66% Conversion
63% Number of members
50% Revenue
43% Number of page views

You have good different thoughts about it? How does your company or brand measure the ROI on Social Media? Share them with us, or just have a look at the infographic, and maybe some ideas on the ROI of Social Media will come up then.

MDG Advertising 2014 ROI SOcial Media

Facebook & the "Freemium". What if Facebook charges one dollar a month?

money-sepiaStop reading this blog post if you are a Facebook fan. You might hate it. You might like it. Stop it! You won’t? Well then, don’t try to be a consultant and just read this and act like a Facebook user. This is our idea how Facebook could become even better…

When I wrote about The Social Globe -a world of paid social networks- some years ago, people called me “mad” and “crazy” teasing such “wild” and “early” paid ideas around social networks. Sometimes, I wondered why The Social Globe – a “network” of social networks like the broadcasting network Sky (earlier Premiere in Germany) never kicked off, bearing in mind all big social networks needed revenue. Maybe it was too big an idea. Maybe too superficially explained. Maybe… Whatever. I never found an answer. Well, maybe one. All major networks want to outplay their competitors. Collaboration is out. Although, we all have the social media philosophy in our heads: Sharing is caring. It does not count for social networks it seems.

Some years are gone since, and we all think about and discuss the value of Facebook. We wonder about it’s algorythm deciding what we see, watch and read. And we blame their advertising programs which often don’t make the user happy, nor does it seem to meet the personal targeting criteria. Well, in case people even notice the ads.

Traveling a lot, I have discussed a new monetization approach with social media and social networking insiders all over Europe. What happened if Facebook would change their business model according to the following “freemium” scenario. Yes, I know that Mark Zuckerberg has said, Facebook will never cost the user anything.

But what is the value of restricted and filtered content? What if I cannot see the content of my real friends? What if I don’t see (the ads of) my favorite love brands anymore on Facebook? What if Facebook loses it’s personal benefit and value for me more and more?

So, this is the moment of truth. Users get two account options on Facebook in the future…

a) Free Account
Filtered user account. Ads and branded content to be displayed according to Facebook’s targeting system. Facebook decides what content the user sees. Who your “real friends” are is decided by the algorithm.
Costs: 0 EUR per month

b) Paid Account
Unfiltered user account. Opportunity to personalize the own stream. Ads and branded content of the user’s favorite brands will be displayed according to their love brand personalization. The users decide what content they see. Who their “real friends” are is decided by the user.
Costs: 1 Dollar per month

Facebook has opened up a new field of communication, a new way of bringing people closer to each other. No matter how far separated they are. It is a great way to make us aware how close we are living, breathing and experiencing our daily lives.

The idea of paid for Facebook accounts is out there to being discussed. Go ahead and give us your thoughts.

Maybe this is the start of a new way of thinking about Facebook. Maybe we can start a real discussion on how to make Facebook a better social networking place with more personal value, less self-glorification, and so on. One that leverages “real” personal connections.

Would you use such a paid version, or stick with the old free account?

Adobe Summit 2014: Flashback in Tweets

Adobe Summit 2014Sometimes when I travel to speak or to moderate at events, I have no idea what I can expect from the stages, the audience, the speakers and their input. Sometimes you fly home disappointed as the news were old, the stories not exciting, the slides were shabby or even impossible for the audience to read. And not often you have a long lasting experience that will change the way you experience the digital (marketing) world. Adobe’s Summit 2014 has proven to become an outstanding event experience, and I am sure the following stories will stay in my mind for a long, long time.

Let me summarize the main messages of the event “Reinvent marketing” with the following five tweets…

Creativity
Not often tweets can stand on their own. This tweet has a message that marketer need to obey in order to fullfil the message of the event and justify their position in the company. Marketers don’t need to glorify their brand through advertising. They should simply enable consumers to tell the brand stories from their own perspective. “Storytelling is not story yelling!” as Gaston Legorburu, Chief Creative Officer at SapientNitro puts it.

Adobe Summit 2014 Gaston SapientNitro

Data
When you hear all the opportunities about big data and see what companies like Adobe can do, it makes you think and wonder what these institutions will do with it – no matter what (EU) regulations we will have in the future.

Adobe Summit 2014 Adobe Values

The feedback from Rod Banner made me think: “I feel pretty sure they won’t. Not even intentionally. It’ll just happen. Remember, “Knowledge is Power”. And the answer from Twitter user Corticelli (whoever you are) seems to support Rod’s and my view: “oh, they will stalk and spam. And ruin that shiny technology fur the rest of us … #AdobeSummit”. Let’s hope the three of us are wrong with our slightly pessimistic view.

Change
Having had the Head of Internet Office from the Vatican at the event was definitely surprising, hearing him speak was like meeting the Pope on stage. His gesture, his facial expression and his words were famous even before they were even spoken out. When Monsigneur Lucio Ruiz collected his words together to frame them in a picture of words that not many people on earth can paraphrase, people started smiling, applauding and laughing. Laughing, not because there was no meaning in them but just being spot on. So he said about the Pope: “His words might differ. The message is always the same!”

Adobe Summit 2014 Ruiz Vatican

Decisions
Definitely the most inspiring and touching story on starting anew came from Kurt Yaeger. The well-known actor from the American TV series “Sons of Anarchy” lost part of his left leg on a motorcycle accident in 2006. When the accident happened, he was a BMX professional and the doctor told him that with or without his leg he will only have a max. 20% chance to survive. Although it will kill his career as a bike pro, he did not have to think long to decide what to do. Sometimes, you just don’t have to wait long to stop a routine or a habit.

Adobe Summit 2014 Kurt Yaeger

Personal note
I remember when my son got meningitis in Greece. He asked me to stop smoking that day. I told him while throwing the new pack of cigarettes in the bin: “You get well again soon. And I stop smoking now.” I have never touched a cigarette again, and that was over eight years ago. And, I will never do it again.

Influencer
When you get invited to a panel on the future of marketing, it makes you think whether you really know more than the rest of the selected media audience.

Looking back, I have seen more or less all of them taking notes and starting discussions. And, when the Q&A session started, you could feel that this round could have been interesting for a wider audience, not only for the media. But who knows. Adobe reinvents their marketing. And maybe you can also discuss with us about the future of marketing at the next digital or Adobe event.

Study: Combination of social and search campaigns upgrade performance

According to a recent study by Marin Software, search campaigns get significantly better results when they are aligned with social campaigns. These findings are based on an analysis of $6 billion in annualized marketing campaign spendings which came from different global brands via Marin’s platform.

The study shows that integrated search campaigns that were managed in combination with social advertising campaigns achieved a 26% higher revenue per click on average compared to search campaigns which were standing on their own, so called in isolation. Furthermore, the brands got a average of 68% higher revenue per conversion through their search campaigns by combining them with social advertising campaigns.

Marin Software 2014 Search and Social Combo

Some more findings make clear that users who click on an advertiser’s search and social campaign convert faster. People who saw both campaigns showed 2x greater conversion rate on average than users who click on a search ad only. Thus, users who click on both a search and social advertisements have a conversion rate approximately 4.5x times higher on average than users who click only on a social advertisments.

Marin Software 2014 Search and Social Conversion

The revenue per click is also higher with users who click on both a search and social advertisements. They made 2x more revenue per click on average than users who click on only a search ad. Moreover, users who click on both a search and social advertisements achieved 4x more revenue per click on average than users who just click on a social ad only.

If you do you your own findings on social and search campaigns, let us know. It helps the whole community.

Native Advertising: Will these brands turn the advertising industry around?

Last year, I had the pleasure to announce this gentleman for one of the main dmexco stage panels. And I can tell you, it was not fun to complement him to go off stage when their speaking time was up. Terence Kawaja is a funny character and great speaker, and he doesn’t like being stopped talking. Now, the investment banker and founder of LUMA Partners introduced his latest chart of the Lumascapes which will define a new status quo in the advertising industry.

After their numerous Lumascapes on search, display, video, mobile, social commerce, and so on, this time we get to see their perception world of native advertising. Although the definition on native advertising is still evolving and may seem some kind of “rough in barriers” and not very much detailed, it is making it’s way through the brand campaigns of companies. Not even the IAB playbook on native advertising gives us a clear definition on what exactly native advertising is, and how it differs from content marketing, branded content, or even how it can be located against approaches like story advertising.

To the guys of Business Insider, Kawaja said about his latest version…

“Given how consumers ignore banner ads, these new consumer – friendly formats are proving to be the engine for how marketers can engage audiences, especially in social and mobile contexts.”

Let’s hope he his right with his perception. I realized some brands of emerging companies are missing in the chart, maybe as it is an American view, maybe because we are often getting invites to the latest new start-up in this field, maybe as we see the world a bit different. Still, Kawaja and his team have done a good job again. Let’s hope he is joining dmexco 2014 again.

Lumascape Native Advertising

Study 2014: What marketers see as their top priorities

Obviously, all marketers are ROI-driven – or made to think that way. Not surprising then, the top priority in digital marketing comes to be increasing the conversion rates (47%), followed by increasing/improving brand awareness (46%) and collecting/measuring/using behavior-based data (29%). This is the outcome of the latest study by ExactTarget entitled “2014 State of Marketing”. The report, conducted between October and November 2013, gives insights from over 2,600 global marketers.

ExactTarget-2014-top-priorities-exacttarget

Although I would have expected from our conversations with clients that demand generation comes in as one of the top priorities, only 28% of the marketers said acquiring new subscribers, improving channels (24%) and leveraging actionable data is among their main challenges for 2014.

ExactTarget-2014-success-metrics

The good sign for publishers, consultants, advertising platforms and marketing service providers is that 98% of responding marketers plan to increase or maintain their digital marketing budgets. The rise in digital marketing spends goes primarily to data and analytics (61%), marketing automation (61%), email marketing (58%), social media marketing (57%), and content management (57%).

ExactTarget-2014-budgets

Spot On!
It would actually be interesting to have a study that asks marketers what they define as social media marketing. Why? Interestingly enough, only 34% of those marketers find ROI in social media marketing. As of a lack of definition, we cannot argue whether there is a misunderstanding in the definition or in the company’s approach to social media. Still, only 52% think their social media activities will actually pay out in ROI. But when Facebook, Twitter, and LinkedIn are cited as the most popular social channels for the respondents, I doubt that their social media approach is properly understood. At least there are positive signs when the repondents see that Google+ gets more impact with 18% planning to start in 2014.

Infographic: How proximity & micro-location marketing offer new possibilities to marketers

In a consumer world that is becoming more and more mobile technology driven, the outreach to customers depends on sending the right message at the right time in the right context with the right content impulse. Retail marketers need to be aware of how micro-location and proximity marketing will connect them with those early mobile adopters.

And just imagine how marketers can target their customers just when they are taking their purchase decision. Only as mobile technology and relevant data will let marketers know in which shopping experience the potential customer is.

Like a “look over the shoulder” of their customers, retail stores can now use mobile and targeting technology to better understand the purchase behavior of their customers. Sensors and Bluetooth low energy (BLE) beacons enable marketers to track and target those buyers in retail stores from the minute they walk in the door, and always send them relevant personal promotion content.

This infographic by MDG tells us that only 23% of marketers are using location-based data in their current mobile campaigns. Still, this technology will be changing the marketing approach in the future. As ore and more marketers are heading towards micro-location marketing (this marketing tactic is expected to reach $2.3 billion globally by 2016), it will depend on the customers whether they will accept this real-time marketing and hyper-targeting advertising formats.

infographic-future-of-proximity-and-micro-location-marketing

Study: Business Elite increasingly embraces mobile technology

Harald Wanetschka  / pixelio.de

Harald Wanetschka / pixelio.de

Does mobile technology really have “more influence on global change than countries, governments or corporations”? Well, at least if we can believe in the 50% of respondents of a new European research by CNBC called “Europe’s Mobile Elite 2013”. The study states that Europe’s business elite continue to embrace the latest smartphones, tablets and devices. In general, most European business executives (73%) believe that they are keeping up with technology change within their sector, however almost less than four in ten are not confident with their companies’ technology change.

The study shows that most business leaders own a mobile device (90%), live and like the mobile business and are agreeing that life is “easier” (68%). Even more, 64% see their lives becoming more productive and enjoyable. Apple is still leading with 44% owning an iPhone versus Android users with 35%. Obviously tablets are on the rise as well with almost. The merging worlds of private and business becomes clear with the fact that 72% (up 39% from 2011) use their tablets for both work and leisure.

Not surprisingly, two thirds value tablets “useful business tools”. Also second screen usage is big among the business elite: 75% watch TV at the same time as using their tablet. The engagement effect of the tablet is striking with nine in 10 of these consumers taking some form of action on their tablet as a result of seeing TV content. And when the study shows that a third of the business executives are responding to TV advertising, marketers should think about ow to implement clever brand and lead generation campaigns in their TV spots. And when marketers want to reach the business elite, they are best in sending out their messages in the evening and at weekends (tablet usage). Smartphones are always-on, so no special advice here.
 
“This study shows the huge influence mobile technology has on our lives. Europe’s elite are keeping up with technological change, owning more devices than ever and using each in different ways. In the area of social media and its value in business, the jury is still out and it will be interesting to see where this leads next year.” Mike Jeanes, Director of Research, EMEA, CNBC.

Top content for tablets…  
– business and financial information (72%)
– web browsing (70%)
– news updates (70%)
– email (69%)
– reading newspapers/magazines (69%).

Top content for mobiles…  
– email (79%)
– business and finance (72%)
– web browsing (70%)
– news updates (70%)
– GPS (69%)
 
Spot On!
Despite some common disagreement that the business elite is not on social networks, the study makes clear that 85% are a member of at least one network with 61% on Facebook, 58% on LinkedIn, and 43% on Twitter. It is important to note that 40% (up from 19% in 2011) of Facebook, LinkedIn and Twitter users are now connected to all three social networks. Furthermore, 58% of the business decision makers use social media for business (still private use is the standard for 75%). It could be that private and business worlds are really not kept as separate any longer. The commercial impact of social media is seen critical. When 46% see social media “neither useful nor essential” (compare study 2012), it shows that most business decision makers had either the wrong advice or the wrong expectation raised by consultants. One of the reasons why we are always very critical in analyzing the benefit of social media for a company or brand, and trying to show the realistic benefit for companies.

British Airways: LookUp Billboards With Flight Detection

The latest British Airways #LookUp billboards at Piccadilly Circus are claiming to be interactive and tell those passing by which BA flight plane number it is that is flying over our heads. The advertising creative gets triggered when a plane flying over the ClearChannel digital outdoor sites through the Heathrow flight path. It then tells people passing by real-time data of the plane’s destination and flight number. The funny thing: It also provides a weather feed that reads the cloud height to make sure people see the plane before the advert gets shown to them. Just imagine what you could also do with that idea in terms of promotions: Provide weather information on the take off destination, add some nice hotel advert or a restaurant recommendation with it, and so on. Cool campaign, right?