Chart of the day: Over half of loyalty program users in North America don't know if the program offers a mobile app
There is a huge demand for mobile apps for loyalty programs, according to the large scale loyalty program study by Bond Brand Loyalty.
Loyalty program behaviours and wants
Over half (55%) enroll online, compared with just over 3 in 10 (32%) at the brands location. Almost 6 in 10 (57%) want apps from their loyalty programs but over half (52%) don't know if the program has an app.
There isn't enough personalisation
36% are very satisfied with their loyalty program, whilst just a quarter are happy with the level of personalisation.
Over 3 in 10 (33%) trust loyalty programs, however only a quarter (25%) are happy with the rewards.
In North America, the average number of programs customers have joined is 14, whilst it's around 6…
20 marketing stats for 2020
2020 now looms ahead of us, emerging from over the long-term planning horizon. For years marketers have envisaged 2020 as a distant realm where consumers are empowered, companies responsive and new technologies like virtual reality and the Internet of Things ubiquitous. Now it isn't actually far off, less than three years. Marketers, therefore, need to stop imagining 2020 as some distant concept and start planning for it as business reality.
To help you construct your plan, we've put together this list of 20 marketing stats showing what the state of the market will be in various areas, from search to social to VR, will be in 2020. These predictions can then help you decide where to allocate resources and spot possible opportunities for your business.
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For more marketing statistics…
Your post-B2B event checklist
Momentum can be an uncommonly powerful force. Rarely will the opportunity to leverage it in the business world be greater than in the aftermath of an inspiring corporate event that your company has hosted. If all has gone as envisioned — and why wouldn’t it? — your team has bolstered relationships with established customers, and your brand has made a favorable initial impression on prospects.
Returns on this marketing investment can only increase with some strategic and timely follow-up outreach. This is where there’s a disconnect between potential and reality, however: Industry research shows that 75 to 80 percent of leads are not followed up on after an event or exhibition.
This failure to capitalize is catastrophic to marketing objectives. Time and effort have been expended without maximizing the benefit, and legitimizing an investment in similar future events becomes a more substantial challenge.
Here’s the fix: Make sure follow-up strategies are discussed…
Chart of the Day: Many clients and agencies aren't using Martech tools for marketing attribution.
Attribution isn't very glamorous. But it's critical to evaluating ad spend, proving ROI and optimizing your marketing mix to get the most bang for your buck.
Because of this, marketers should be using the best technologies available to help them attribute marketing effectiveness as accurately as possible. But research by Adroll shows that shockingly almost half of agencies and close to half of clients are using spreadsheets and manual attribution processes, rather than using vendor technology or an independent third party.
This report also shows where marketers are using tech for attribution, it's overwhelmingly vendor technology. This tech can be useful, but as recent analytics errors at Facebook have shown, it can result in over-reporting. Third party attribution tools can provide a less biased picture, although these can't be used for certain platforms which are 'walled gardens' where the…
Recent successful marketing campaigns to inspire your marketing efforts
Launching a contemporary digital marketing campaign can be tricky and involves several layers of integration. What makes a campaign contemporary is its use of new and innovative digital channels and how you use these alongside more traditional methods of marketing.
In order for your campaign to be successful, it needs to have an emotional connection with your audience and consistent messaging across each channel. You may want to consider Pickton and Broderick’s 4 Cs 'Coherence, Consistency, Continuity and Complementary. You can read more about these here.
We have put together some great examples of successful contemporary digital marketing campaigns, to help inspire your own campaigns.
O2 - #FollowtheRabbit
The #FollowTheRabbit campaign recently launched by O2 aims to represent curiosity. The campaign will include TV, mobile, live events and Social media. It will also feature O2’s first Snapchat lens and geo-targeted filters. This campaign introduces…
Key Insights and implications for marketers from Mary Meeker's latest annual report for KPCB
Have you seen Mary Meeker's latest report of Internet trends? There's a fair chance you have. The Slideshare featured at the end of this post has been viewed by over one million since it was released on the 31st May. It's testament to the quality of insight in the report, with a reputation built up over 10 years. What we can add, other than alerting you to it, is a summary of implications for marketers since many of the charts in the 355(!) slide report are similar to previous years and not directly relevant to digital marketing.
Trend 1. Global Internet and Smartphone growth has slowed
Well, it had to happen, after banging the drum about the rate of mobile growth for many years, Mary Meeker leads with this summary of the main trends:
Global Internet Users =…
Boost your conversion rate with ecommerce personalisation
When it comes to giving customers a better shopping experience it is crucial to make them feel like they are valued. In a brick and mortar store, this can be done through personal greetings, in-store perks, and personalized offers based on feedback that results from in-store conversations.
Running an ecommerce business presents an additional layer of challenges for businesses trying to nurture personal relationships with customers. But these challenges are not insurmountable when using ecommerce personalization for better conversions.
What is Ecommerce Personalization?
Ecommerce personalization involves giving customers a customized shopping experience based on their demographics, likes and dislikes, tastes, previous purchases, interests, and buying behavior.
Ecommerce personalization for better conversions has proven itself to be a great investment both qualitatively and quantitatively. Jeff Bezos, CEO of Amazon has been quoted saying, “If you do build a great experience, customers tell each other about that. Word of…
Chart of the day: 71% of luxury brands measure influencer success through web traffic
In recent years, using influencers to market products has become a core part of most brands marketing strategy. But now it has become a key strategy for some of the world's biggest luxury brands. The struggle for many luxury brands is being able to measure their return on investment, as it is hard to single its success down to just one influencer or product.
One study asked both luxury and non-luxury brands how they measure the success of a campaign where influencers have been used as part of the strategy.
62% of luxury brands said that revenue generation is an important measure of success, whereas only 44% of non-luxury brands place value on revenue. For luxury brands 79% measure the success of influencer collaborations through web traffic generated.
Although it is difficult to fully understand what impact influencers have, brands can measure many…
How often should businesses mail their subscribers? Research reveals the average number of monthly contacts.
These are classic 'tough questions' for email marketers which always raise a lot of debate. A question on our LinkedIn group about email reminder frequency for events had 20 comments.
Choosing the best frequency for sending email emails is challenging since we are looking to maximise response, but avoid 'over-mailing' which can lead to unacceptable levels of unsubscribes and an increase in inactives since our audience may feel they are being spammed. Even if they don't unsubscribe they will become "emotionally unsubscribed". Worse still, with overmailing, the business may have email delivery problems and messages aren't getting through to the inbox at all.
On the other hand, with 'under-mailing', opportunities to explain the proposition and promotions or to get the right product in front of the right subscriber and sales may be lost.
The DMA's National Email Client Report now known as the 'Marketer Email…
Offline information sources remain important, supplemented by new online sources
High-value B2B purchase decisions are typically complex, involving multiple decision makers. They often involve interactions with sales staff to check the fit between product and service and what the client is looking for. Higher in the funnel, when purchasers are comparing the features of suppliers they will use multiple sources.
This research from Global Web Index across a large sample of B2B buyers show the range of information sources that are used. These include both traditional sources such as sales presentations and direct mailing which remain important and newer techniques. For example, communities created by the business or independent communities are surprisingly important. Company pages are on social media are also used are slightly more important that trade ads today.
The chart doesn't clarify 'relevant industry website', we can assume this includes both supplier sites and specialist industry news sites. 'News story' is…
