Three out of five businesses plan to increase their overall marketing budgets this year, which is more than at any other time since the height of the economic crisis.
This increase is largely driven by digital channels, with 71% of companies planning to increase the amount they invest in digital marketing. In comparison only a fifth of companies (20%) are planning to increase traditional budgets over the next year.
The findings come from the new Econsultancy/Responsys Marketing Budgets Report 2014, which is based on a survey of more than 600 client-side marketers and agency respondents within Econsultancy’s community.
Some 60% of client-side respondents say their companies are increasing their overall marketing budgets for 2014, compared to 54% last year and 47% in 2010.
Replatforming and deploying major updates are some of the most stressful moments for an ecommerce team.
These moments are vital for staying ahead of the competition, for introducing innovative new features or responding to user testing, but they’re also the point at which things can go most wrong.
Too often when you or your agency throw the hypothetical switch you end up with a site that’s got serious bugs or, even worse, no site at all.
What can you do to ensure that the deployment of your new platform, or of important revisions to your existing one, run seamlessly and effectively?
Brands invest a lot into creating TV ads so it's not surprising that marketers want to get as much value as possible out of the content they've created by using them in digital advertising campaigns.
However, marketers are often repurposing and using TV ads online in pre-roll or mid-roll spots. The ads launch automatically without the device user having any choice in the matter and the TV ads are generally out of context with the content around the ads.
Anyone watching on-demand TV content knows that this is a frustrating ad experience, and it’s even more of an intrusion on the smaller screens of tablets and smartphones.
A study from our R&D department shows that eight out of ten people are annoyed by ads which self-initiate on their handheld devices.
Consumers’ acceptance for interruptions on their digital devices is far lower than on TV, and the ad is considered a significant intrusion to their content consumption.
I am subtitling this post, ‘products become services, services become transparent’.
Econsultancy researcher Andrew Warren-Payne sent me a list of internet of things developments, products that have emerged over the past year and are now available.
He knows I’m interested in internet enabled things as I’ve written a few posts before about what to expect and about why everyone is so fascinated by the IoT.
I’ve tried to keep the discussion rooted to what marketers need to know about IoT. It’s easy to get carried away talking about fridges that know when you’ve run out of milk but realistically there’s no demand for that. It won’t be happening any time soon.
But what will be happening is the gradual transition from one-off purchases where the customer is never to be seen again. This will transition to services, where a customer’s purchase ‘talks’ to the store or manufacturer and a relationship is established throughout the product lifecycle.
Whether it be refills, repairs or upgrades, the seller can keep in touch to potentially make you a more loyal and valuable customer.
Additionally, customers will be able to demand accuracy and transparency from many service providers, as internet enabled devices afford greater data analysis, or life-logging. Cost-saving could be a major benefit, for consumers and suppliers.
So what are these emerging products Andrew has spotted?
Cadbury UK certainly made a splash when it showed up as one of the early adopters of Google Plus.
Despite its near immediate success on the platform (the brand gained 1.2m followers in a matter of months) many others have been slow to get on board with the not-so-new social network.
I wanted to share with you how Cadbury has used the platform to take its content marketing strategy to the next level.
After the fiasco that was the EU 'cookie law', the words 'EU directive' are sure to strike fear in the UK's marketers and ecommerce professionals.
Now, there's another EU directive on the way, which has implications for UK retail. It's the Directive on Consumer Rights and aims to improve consumer protection when shopping online.
To be fair, there are some good points in the directive, but also some that may concern retailers if this comes to pass, depending on the final implementation.
On January 10, the British Retail Consortium released official figures reporting a 19.2% year on year growth in online purchases between December 2012 and 2013.
Online trading in general represented 18.6% of total non-food sales for the final month of 2013, a substantial increase from 16.5% a year earlier.
During busy shopping periods, British consumers have embraced the opportunity to purchase online, having enjoyed Black Friday sales just as much as their US counterparts and effectively created a buzz around Cyber Monday- where unprecedented consumer and sales figures made it the busiest online shopping day of the season.
Figures from eBay showed that mobile visits increased nearly 116% on Cyber Monday, with mobile orders increasing by almost 98% over the Thanksgiving weekend.
From analysing our own data management platform, we have found that since September 2013, 30% of online traffic now originates from mobiles.
20 senior execs from a wide range of industries as diverse as broadcast television, pharmaceutical, publishing and financial services gathered in New York last November as Econsultancy hosted another Digital Transformation roundtable.
Ever since IBM's seminal 2011 study 'From Stretched to Strengthened – Insights from the Global Chief Marketing Officer Study', CMOs have been reporting a concern that they are underprepared for digital - shorthand for changes in consumer behavior, an explosion in the volume of data, the proliferation of channels and device choices and the effects of social media.
According to a recent Econsultancy study, only 23% of the Fortune 500 could consider themselves to be in any way whatsoever shielded from the effects of digital.
It was suggested that those who might fall into that category are generally companies that dig things out of the ground and process them, but perhaps even they will see soon their industry disrupted by digital technologies.
Everyone who attended on the day agreed that true Digital Transformation is a heavy lift and there is often a greatly delayed gratification from the process.
Nearly all of the organizations represented at the roundtable had experienced significant disruption to their business models from digital.
The attendees told us afterwards that the most valuable part of the day was hearing from their peers in other businesses, learning what had worked for them, what hadn't and how they had overcome the challenges they faced.
Four keys rose to the top of the discussion...
For the second year running, Econsultancy has published a freely available trends briefing about digital trends in South-East Asia, based on the Digital Cream Singapore event for senior client-side digital marketers held in November last year.
Digital Cream Singapore 2013 brought together more than 120 B2B and B2C in-house marketers from around the Association of South-East Asian Nations (ASEAN) region and beyond to discuss best practice and common challenges in digital marketing, and learn from each other.
Delegates discussed a wide range of topics, ranging from managing and making sense of audience and customer data, increasing personalisation and loyalty, to using video marketing and cross-channel marketing.
Google helps us all market our services. That statement can start a healthy debate amongst many in the media, but I think I'll stick with it.
Of course, Google has to market itself, too.
Even the biggest and most successful companies must market themselves in some channels. Apple, for example, may shun social media, but it's all over the television and out-of-home and has a distinctive presence on many high streets.
So, I thought I'd round up some examples of Google's marketing that have stuck in my mind and continue to leave me mindful of Google's all-conquering innovation.
Hope you enjoy!