tag:econsultancy.com,2008:/topics/marketing-automation Latest Marketing Automation content from Econsultancy 2016-07-28T12:43:06+01:00 tag:econsultancy.com,2008:BlogPost/68093 2016-07-28T12:43:06+01:00 2016-07-28T12:43:06+01:00 Three surefire ways to maximize your CRM’s effectiveness Shaun Haase <p>While some features are overly complex or not fit for every business, there are key components that can deliver tremendous value if you can get your sales team over the initial learning curve.</p> <h3>Create automated actions </h3> <p>Automated actions allow you to easily set up, assign and manage tasks for your sales team.</p> <p>These simple actions can help streamline the collaboration between different team members while eliminating the tedious process of checking in throughout the day for status updates. Rather than having every team member update the system manually, a CRM can help automate these actions to create a more seamless workflow.</p> <p>In addition to internal task management, sales teams also engage in external communications when liaising with customers or partners. One critical part of this process is the follow-up.  </p> <p>With task automation, team leads can set reminders that will ensure that these follow-ups take place at exactly the right time – but in a way that’s not overly distracting.</p> <p>During times when everything seems like a priority, sales teams have to juggle multiple tasks. To prevent them from dropping the ball, team leaders can help by creating reminders for each step of the process to better organize and prioritize tasks.  </p> <p>A few examples of rules to set for your sales team may include:</p> <ul> <li>Reminders to send out collateral materials to a customer after speaking on the phone;</li> <li>Scheduling an in-person meeting after communicating with a lead more than three times; or </li> <li>Following up to make sure everything is OK if the lead goes silent for a week.  </li> </ul> <p>You can set up tasks and reminders for every step in the sales cycle that would automatically initiate the action that you want your team to take.</p> <p><img src="https://assets.econsultancy.com/images/0007/7538/Screen_Shot_2016-07-28_at_12.29.14.png" alt="reminder" width="450"></p> <h3>Use tags to quickly retrieve information</h3> <p>Tags are custom labels that can be applied to CRM contacts and sales leads. You can add as many tags as you wish to an entry, and the goal is to make it easier to search for and retrieve contacts based on a specific filter such as regional leads, future opportunities or top customers.</p> <p>If location plays a big role in your sales and marketing strategy, you can add tags like: Southwest, Northeast, Midwest, etc.</p> <p>For instance, a sales manager working in a swimsuit business might find value in being able to extract a list of existing or potential customers based in the Southwest region to better target them during the fall.</p> <p>Alternatively, if you’re in a highly saturated industry where competition is high, your CRM can help identify opportunities where the stakes are lower. By using your CRM to help focus resources on lead generation, you’ll be able to convert more customers and make more sales.</p> <p>Top customers can also be labeled with appropriate tags such as “VIP”, “power user” or “early adopter”. These tags can come in handy when trying to quickly identify customers who may be inclined to beta test your newest feature update or take an early look at an upcoming product release. </p> <p><img src="https://assets.econsultancy.com/images/0007/7539/tags.jpeg" alt="tags" width="225" height="225"></p> <h3>Manage customer inquiries with the sales pipeline feature</h3> <p>A sales pipeline can be great for tracking new or open deals. Alternatively, it can also be used to manage inbound inquiries and requests by customers or partners.</p> <p>If a customer sends in a detailed product inquiry, you can easily input it into the CRM and assign it to a new sales pipeline.</p> <p>Rather than going through your typical sales oriented stages, you can add relevant milestones such as “under investigation”, “responded” and “resolved”.</p> <p>As part of a sales team, you’ll likely also receive requests from customers about new product features that they want and could help improve their business. With a CRM, you can treat these requests as you would a new business opportunity.</p> <p>If enough customers request similar types of features, you can add this to a development pipeline to take action that will support the development of the requested feature or product. </p> <p>Finally, it’s inevitable that your customer will switch to one of your competitors. If this can be identified early on using a CRM, team leads can build in a strategy for retaining customers and rewarding them for their loyalty. </p> <p><img src="https://assets.econsultancy.com/images/0007/7540/pipe.jpeg" alt="pipeline" width="259" height="194"></p> <h3>In conclusion...</h3> <p>CRMs provide a wealth of features that can optimize the operation of your team.</p> <p>While these features may seem overwhelming at first, sales teams who can commit to learning will reap the benefits that come with organization and foresight. </p> <p><em>More CRM implementation tips:</em></p> <ul> <li> <a href="https://econsultancy.com/blog/64905-crm-implementation-tips-from-the-experts-part-one">CRM implementation tips from the experts: part one</a> </li> <li> <a href="https://econsultancy.com/blog/64910-crm-implementation-tips-from-the-experts-part-two">CRM implementation tips from the experts: part two</a> </li> </ul> tag:econsultancy.com,2008:BlogPost/67979 2016-06-23T14:27:54+01:00 2016-06-23T14:27:54+01:00 The five steps to an effective and repeatable sales process Shaun Haase <p dir="ltr">The most important thing to remember is to establish clearly defined goals early on to ensure that your sales team is on the same course of action as you.</p> <p dir="ltr">By developing and implementing a strategy that’s consistent across all of your customer segments and touchpoints, your sales team becomes a well-oiled machine that offers the same impeccable service and experience that is in line with your company’s bottom line.</p> <p dir="ltr">Here are five steps to help you get started:</p> <h3 dir="ltr">1. Segment your leads</h3> <p dir="ltr">Organizing your leads is the key to success. Business is done by people, and as such, there is enormous value in noting the unique attributes and preferences of each potential or existing customer.</p> <p dir="ltr">From the industry they’re in, to their communication preferences, remembering the specific needs of each lead helps establish your sales team as more personable, relatable and thoughtful.</p> <p dir="ltr">This level of <a href="https://econsultancy.com/blog/66576-why-make-it-personal-personalisation-vs-contextualisation/">personalization</a> can only be achieved by segmenting your customers, either based on their industry, opportunity or other variables.</p> <p dir="ltr"><img src="https://assets.econsultancy.com/images/0007/6380/segment.jpg" alt="" width="545" height="362"></p> <p dir="ltr">Lead segmentation can also help reduce the number of emails sent, increase the open rate for each message and help your sales team gain valuable insight into what does and doesn’t work.</p> <p dir="ltr">Sales teams will be able to cater to customers in a more personalized way, which can lead to higher conversion rates because they feel like a person is reaching out to them, not Mailchimp.</p> <h3 dir="ltr">2. Start with the full cycle in mind</h3> <p dir="ltr">Initiate the sales cycle with communication that’s warm and inviting.</p> <p dir="ltr">The first point of communication should bring awareness of your product to the customer; it’s certainly not the time for a hard sell, though the time for this will surely come.</p> <p dir="ltr">If you jump too early, you’ll be putting yourself at risk of alienating the potential customer even before they’ve had a chance to learn about what you have to offer. </p> <p dir="ltr">Use the first touchpoint to get to know the customer. When you better understand their desires and pain points, you’ll be able to craft a relevant message that speaks to their exact needs.</p> <p dir="ltr">More importantly, see this first step as part of a larger story that’s weaved together through multiple touchpoints.</p> <p dir="ltr">What is the key message you want to convey to this customer? Be brief, to the point and think carefully about a messaging tactic that will resonate with your target audience. </p> <p dir="ltr">You may also encounter customers who are familiar with your product and have already shortlisted you as a viable solution. Don’t be too pushy but do try to feel customers out.</p> <p dir="ltr">Give every customer the opportunity to take action with a simple call-to-action that empowers them to move forward if so desired. </p> <h3 dir="ltr">3. Utilize feedback to refine your pitch</h3> <p dir="ltr">Customer feedback can dramatically enhance the effectiveness of your messaging and communications.</p> <p dir="ltr">By analyzing email open and response rates from previous campaigns along with a customer sentiment audit, you’ll be able to uncover valuable insights on customer interest or lack thereof.</p> <p dir="ltr">If the messaging you’re using is not hitting your engagement targets, take the time to evaluate the issue and <a href="https://econsultancy.com/blog/64116-a-b-testing-software-recommendations-from-four-ecommerce-experts/">try A/B testing</a> different variations of your core message.</p> <p dir="ltr"><img src="https://assets.econsultancy.com/images/0007/6381/alphabet.jpg" alt="" width="750" height="472"></p> <p dir="ltr">You might even find that you need to expand your predefined customer segments to ensure that all customers are being ushered down the most effective sales path for them. </p> <p dir="ltr">Utilising existing feedback on your outreach is important when optimizing your sales strategy.</p> <p dir="ltr">You’ll quickly learn which types of messages and approaches work best on each group, and you’ll also be able to better identify which customer segments are proving to be the most valuable.</p> <p dir="ltr">By regularly monitoring and adjusting your communications, you’ll create a much more efficient and lucrative sales pipeline.</p> <h3 dir="ltr">4. Connect with your warmest leads</h3> <p dir="ltr">Once you get further along in your conversations, you’ll have a better sense of which leads are the most promising.</p> <p dir="ltr">It’s now time to connect personally with each of your warmest leads. Offer to connect over a phone call or in person.</p> <p dir="ltr">By doing so, you’ll be able to directly address any potential questions/concerns while creating a deeper connection with each lead.</p> <p dir="ltr">If you’re lucky enough to generate many warm leads and haven’t done so already, you need to be <a href="https://econsultancy.com/blog/64545-what-is-crm-and-why-do-you-need-it/">utilizing a CRM</a> to track and manage these relationships.</p> <p dir="ltr">A CRM becomes increasingly important as the sales process progresses so it’s best you implement one early on.</p> <p dir="ltr">The right CRM will ensure that you are maximizing the conversion potential of your warmest leads. </p> <h3 dir="ltr">5. Don’t be afraid to use incentives</h3> <p dir="ltr">Now that you’ve established rapport with potential customers, it’s time to close the deal. Start by sending a follow-up reminder with the key benefits and solutions of your product/service.</p> <p dir="ltr">At this point, your lead should have all pertinent information about your product/service so keep it short, simple and to the point.</p> <p dir="ltr">If they’re still on the fence, try presenting them with a limited-time promotion to give them an immediate incentive to convert right then and there.</p> <p dir="ltr">Rather than dwelling on the lost revenue from the promotion, consider the potential lifetime value that customers can provide.</p> <h3>In conclusion...</h3> <p dir="ltr">Creating a scalable and repeatable sales process is a relatively straightforward endeavor but the true challenge is remembering to continually adapt your processes to the needs of your customers.</p> <p dir="ltr">When you have a clearly defined process in place, it becomes much easier to scale your sales team and keeps them focused on what they do best: close deals.</p> tag:econsultancy.com,2008:BlogPost/67912 2016-06-08T11:58:37+01:00 2016-06-08T11:58:37+01:00 Five reasons your CRM isn't actually increasing sales Shaun Haase <p>On the other hand, a recent survey by Software Advice revealed that 74% of companies using the right <a href="https://econsultancy.com/blog/64545-what-is-crm-and-why-do-you-need-it/">CRM</a> for their business say that it has improved their access to customer data, therefore allowing them to improve lead conversion and ultimately increase sales.</p> <p>If your CRM is not working for you, here are five common reasons why:</p> <h3>1. No overarching strategy with relevant sales goal metrics</h3> <p>It’s critical that sales and marketing teams work closely together to set an overarching strategy with specific sales goals that can be tracked using a CRM, for example: lead conversions rates for specific sales pipelines.</p> <p>Often times, companies don’t have a clear strategy or a system for tracking metrics like these, instead using their CRM as a glorified contact management system.</p> <p><em>Stock photo of a pipeline</em></p> <p><img src="https://assets.econsultancy.com/images/0007/5818/pipeline.jpg" alt="" width="843" height="468"></p> <p>If you don’t currently have predefined goals and metrics, then you might be losing out on one of the key features of your CRM which should be providing a clear overview of your sales pipeline progress.</p> <p>In order to keep your business on the track to sales growth, make sure that you set aside time to establish a clear strategy, define which sales metrics will be relevant and have both marketing and sales teams meet regularly to track progress through your CRM. </p> <h3>2. Not utilizing CRMs effectively</h3> <p>According to a research report by BuyerZone, 91% of companies with more than 11 employees use CRM software and have great initial intentions for getting the most value out of them, yet after their teams utilize it for the first few months, usage wanes.</p> <p>Many times, sales teams stop using CRMs altogether as they find it tedious to have to constantly update contact information.</p> <p>Sales professionals often complain that inputting data into CRMs takes time away from pursuing opportunities. CRMs should be used to enable your sales teams, not hinder their productivity.</p> <p>If CRMs are a drain on your team’s time, reduce complexity by utilizing tools that make it easier to input data, or find a new CRM that provides automated data entry, better functionality and seamless integration with other enterprise software.</p> <h3>3. Too complicated &amp; too expensive to maintain</h3> <p>Companies often use the same CRM software that successful large enterprises use in order to be competitive.</p> <p>Unfortunately, these popular CRMs can be very difficult to integrate due to their complex design, and are therefore not ideal for every type and size of company.</p> <p>These CRMs often require a lot of money and time, since you must also hire third-party vendors to customize the system for specific business needs as well as train your teams to use them.</p> <p>If you use one of the more popular CRM systems out of the box, there’s a good chance it may have been configured incorrectly and it could be costing you both time and money as your teams will not be able to fully utilize it to its full capacity. </p> <p>CRM software should be simple to integrate and easy to use from the beginning.</p> <p>If your CRM is still giving you problems even after customizing it and your employees are constantly having to ask for assistance on how to do specific tasks, it may be time for you to seek out a much simpler CRM solution. </p> <h3>4. Using a stand-alone CRM</h3> <p>Stand-alone CRMs are a holdover from many years ago and are very inefficient at transferring disparate data from the different tools that businesses often use, such as <a href="https://econsultancy.com/reports/email-marketing-buyers-guide/">email marketing software</a> for managing outbound communications.</p> <p>A better solution – which many companies are using these days – is a fully integrated cloud-based CRM, as it presents a much more efficient way of integrating into the tools you regularly use.</p> <p>Six years ago, only 12% of businesses used cloud-based CRM while today this number has increased to 87% and continues to grow every day.</p> <p><em>Some clouds</em></p> <p><img src="https://assets.econsultancy.com/images/0007/5819/clouds.jpg" alt="" width="846" height="483"></p> <p>The benefits of fully integrated cloud-based CRMs are plentiful: they allow everyone on your team to easily access important information anywhere, transfer data from different programs and often automatically update data other sources.</p> <p>All of this then leads to a speedier workflow and always up-to-date sales and contact data. </p> <h3>5. Living with poor data quality</h3> <p>Data migration, integration and management are critical for a well-run CRM.</p> <p>If your data is not aligned correctly or you have information in the wrong place, then your sales team will lose out on potential leads with missed follow-up appointments or incorrect contact information.</p> <p>For this reason, it is important that someone regularly checks the data within your CRM system to remove duplicates, update contact information and standardize content.</p> <p>Data inaccuracy is one of the biggest problems with CRM systems, but at the same time is also one of the easiest to fix if time is dedicated to maintaining it on a regular basis. </p> <h3>In summary...</h3> <p>Here we’ve highlighted a few of the potential reasons why your CRM might not be helping increase your sales. If you suffer from any of these factors, it is time for you to take action now.</p> <p>Create a plan for improvement or find a CRM solution better tailored to your company’s needs.</p> <p>A CRM is a great tool for helping you increase sales but also one that must be continuously refreshed and utilized in the most appropriate manner to reap the greatest benefit.</p> tag:econsultancy.com,2008:BlogPost/67895 2016-06-01T11:44:43+01:00 2016-06-01T11:44:43+01:00 How Wish uses 'aggressive' automated email in ecommerce Ben Davis <h3>Day three: basket abandonment</h3> <p>Below is the second email I received (the first on day one was a welcome email and chiefly for email address verification). It points me towards an item I left in my basket.</p> <p>One slight problem with Wish's time sensitive offers is the fact that here is a product <a href="https://assets.econsultancy.com/images/0007/5259/instant_2.PNG">I had viewed at £8</a> when I used the app a few days ago. Now Wish is pushing it back to me at £9.</p> <p>Granted, both prices are fairly reasonable, but it does show a potential downside to the discount model.</p> <p>Elsewhere in the email, it's interesting that Wish has attached a YouTube haul video. The video shows a makeup haul, which isn't best suited for me.</p> <p>Wish knows my gender, it asked me during the signup process, but has likely added this video to all such emails, regardless of gender.</p> <p>The retailer may well be promoting its YouTube content here to re-emphasise its value proposition. The haul videos stress that the products are cheap but their quality is adequately good.</p> <p>For a new(ish) platform with a slightly unusual UX, <a href="https://econsultancy.com/blog/65722-18-highly-effective-examples-of-social-proof-in-ecommerce/">social proof</a> is important to tempt first-time users back into the app.</p> <p><img src="https://assets.econsultancy.com/images/0007/5482/Screen_Shot_2016-05-31_at_13.43.45.png" alt="wish email" width="450"></p> <h3>Day four: browsing follow-up</h3> <p>I had browsed a range of trainers on the Wish app, so was slightly surprised this follow-up email focused on sandals. Indeed, the showcased products seem to be mostly shoes.</p> <p>Despite this slight confusion in categories, I liked the format of the email, with simple product images that are all individually linked to product pages, or the option to see the full collection.</p> <p>Notice the email subject tackles the topic of 'creepiness' head on, telling me what I've been browsing. This is smart - recognising the elephant in the room means Wish mitigates any customer unease.</p> <p><img src="https://assets.econsultancy.com/images/0007/5483/Screen_Shot_2016-05-31_at_13.46.59.png" alt="wish email" width="450"></p> <h3>Day four: trending products &amp; recommendations</h3> <p>On day four Wish also sent me the email below, which I've split into two images.</p> <p>It's a classic bit of <a href="https://econsultancy.com/reports/email-census/">email marketing</a>. Some gender-specific products are surfaced (the wallets category), as are recommendations similar to my wishlist (where I had liked a watch strap) and links to other categories are provided.</p> <p>The footer promotes the Wish app, which by day four I had deleted.</p> <p>As far as I'm aware, there's no way to find out if a user has deleted an iOS app, but I can't rule out Wish having some kind of work-around here.</p> <p><img src="https://assets.econsultancy.com/images/0007/5500/Screen_Shot_2016-05-31_at_14.23.20.png" alt="email from wish" width="300">  <img src="https://assets.econsultancy.com/images/0007/5494/Screen_Shot_2016-05-31_at_14.23.42.png" alt="wish email" width="300"></p> <h3>Day six: more trending products and recommendations (effectively a non-open resend)</h3> <p>Another recommendation email next.</p> <p>Though I didn't engage with the first email, <a href="https://econsultancy.com/blog/63747-why-more-emails-at-christmas-almost-always-means-more-money/">studies have shown email resends to non-opens</a> to be a successful tactic, so Wish obviously sees the same with its testing.</p> <p>This isn't a resend per se, but the email layout and half of the content matches very closely to day four's email.</p> <p><img src="https://assets.econsultancy.com/images/0007/5503/Screen_Shot_2016-05-31_at_15.06.30.png" alt="wish email" width="300">  <img src="https://assets.econsultancy.com/images/0007/5502/Screen_Shot_2016-05-31_at_15.06.54.png" alt="wish email" width="300"></p> <h3>Day six: wishlist reminder</h3> <p>I had added a watch strap to my favourites and six days later Wish sent me the email below.</p> <p>The delay was smart, being time enough for me to have potentially bought the watch strap. Sending a reminder too soon may have put me off.</p> <p>The email subject line is impressive, personalised to the product I had favourited.</p> <p>If these <a href="https://econsultancy.com/blog/64878-45-words-to-avoid-in-your-email-marketing-subject-lines/">subject lines</a> are automated, there must have been extensive copywriting or <a href="https://econsultancy.com/blog/67745-15-examples-of-artificial-intelligence-in-marketing/">a machine learning algorithm</a> involved in the original setup.</p> <p><img src="https://assets.econsultancy.com/images/0007/5504/Screen_Shot_2016-05-31_at_15.13.54.png" alt="wish wishlist reminder" width="450"></p> <h3>Conclusion</h3> <p>Though I have called Wish's automated email 'aggressive' I don't think that's a bad thing. The retailer's whole strategy is about encouraging time in app as well as impulse buys.</p> <p>As we know from some studies, <a href="https://econsultancy.com/blog/62997-send-more-email-make-more-money">more email means more money</a>. </p> <p>It's an effective channel that, though it may serve to annoy the one-off customer, does much to encourage <a href="https://econsultancy.com/blog/64481-finding-your-best-customers-with-the-rfm-matrix">high-value customers</a> to purchase.</p> <p>From a marketing automation point of view, it's great to see a retailer investing heavily in this area given that many <a href="https://econsultancy.com/blog/67815-why-marketers-are-failing-to-make-the-most-of-automated-emails">marketers are failing to make the most of triggered emails</a>.</p> tag:econsultancy.com,2008:BlogPost/67815 2016-05-06T10:02:43+01:00 2016-05-06T10:02:43+01:00 Why marketers are failing to make the most of automated emails Nikki Gilliland <p>So why is email automation such a tricky tool to master? </p> <p>Here are some key findings from the report.</p> <h3>Pulling the trigger</h3> <p><a href="https://econsultancy.com/blog/65212-what-is-marketing-automation-and-why-do-you-need-it/">Automated emails</a> are triggered by consumer behaviour, but it seems a lot of companies feel comfortable focusing on just a few core actions.</p> <p>With 46% of automated emails being triggered by new customer sign-ups, the welcome email has long reigned supreme. However, it is certainly not the <a href="https://econsultancy.com/blog/63003-20-automated-emails-your-customers-won-t-delete/">only trigger</a> worth using.</p> <p>Thankfully, some organisations are slowly starting to catch on to other types of consumer behaviour.</p> <p>The below graph demonstrates how lapsed customers, abandoned baskets and content downloads are also being targeted.</p> <p><img src="https://assets.econsultancy.com/images/0007/4656/email_sign_ups.PNG" alt="" width="750" height="661"></p> <h3>Breaking the barrier</h3> <p>For those client-side, the biggest reason cited for letting automated emails fall by the wayside is not having the time to make it happen.</p> <p>Despite this seeming at odds with the very reasons for using automated emails in the first place - saving you the hassle of sending out multiple manual emails - a lack of resources does seem to be a big issue. </p> <p><img src="https://assets.econsultancy.com/images/0007/4658/company_barriers.PNG" alt="" width="750" height="739"></p> <p>Meanwhile, for agencies, low budgets and a lack of skills are called out as the biggest obstacles. </p> <p><img src="https://assets.econsultancy.com/images/0007/4657/agency_barriers.PNG" alt="" width="750" height="705"></p> <h3>Going automatic</h3> <p>So how can automated email be used to its full potential in future?</p> <p>Here are three ways companies can begin to reap the rewards of this widely underused marketing tool.</p> <h4>1. Be creative.</h4> <p>Whether it’s a birthday, social media plug, or a simple a thank you for buying – marketers need to expand the reasons they reach out to customers.</p> <p>Often, the more creative the trigger, the greater the customer engagement.</p> <p>With the likes of Ray Ban demonstrating the <a href="https://econsultancy.com/blog/67717-ray-ban-s-10-month-delay-in-sending-post-sales-email-isn-t-as-strange-as-it-seems/">success of the long-game</a>, it’s important to remember that there are no set rules to follow.</p> <h4>2. Mobile-optimise the customer journey.</h4> <p>With 46% of company marketers aiming to use automation to enable one-to-one communication with customers, being ‘mobile-first’ is key.</p> <p>With more than half of emails now being opened on a mobile device, it is not simply about how the email appears on a device, but how it can increase conversion rates.</p> <h4>3. Be customer-centric.</h4> <p>Finally, while technological innovation is important, consumer relevance should be the core reason for any automated email campaign.</p> <p>Whether the customer receives an email via an app or on desktop, if it’s not relevant, it’s not worth opening.</p> <p><img src="https://assets.econsultancy.com/images/0007/4659/email_innovation.PNG" alt="" width="750" height="610"></p> <p><strong>To find out more on this topic, you can download the full <a href="https://econsultancy.com/reports/email-census-2016/">Email Marketing Industry Census 2016</a>. </strong></p> tag:econsultancy.com,2008:BlogPost/67692 2016-04-05T01:00:00+01:00 2016-04-05T01:00:00+01:00 The best APAC digital marketing stats from March 2016 Ben Davis <h3>Facebook numbers in Southeast Asia</h3> <p style="font-weight: normal;">Facebook has 241m users in Southeast Asia and 94% of them use Facebook on mobile, according to the network's own internal data.</p> <p style="font-weight: normal;">Thais and Singaporeans use Facebook to messages businesses at nearly twice the monthly global average.</p> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0007/3543/Screen_Shot_2016-04-03_at_21.56.18.png" alt="facebook users in se asia" width="615"></p> <p style="font-weight: normal;"><em>via<a href="https://www.facebook.com/business/news/Connecting-over-241-Million-People-in-Southeast-Asia-on-Facebook"> Facebook for Business</a>.</em></p> <h3>APAC ecommerce revenue outstripping USA and Europe</h3> <p>A <a href="https://www.forrester.com/report/Asia+Pacific+Online+Retail+Forecast+2015+To+2020/-/E-RES130701">report from Forrester</a> states that five markets in APAC (China, Japan, South Korea, India and Australia) already have combined ecommerce revenues surpassing US and Europe combined.</p> <p>The forecast suggests that the revenue from these five markets is set to double by 2020, from $733bn in 2015 to $1.4tn.</p> <h3>Australia: the internet = entertainment</h3> <p>More than half of Australians over 16 years old consider the internet as their main source of entertainment.</p> <p>Over 1,000 Australians were surveyed by Meltwater, reported by <a href="http://www.bandt.com.au/media/one-three-australians-turn-social-media-first-news-source">B&amp;T Magazine</a>, on their media consumption habits and use of digital technologies.</p> <p>Other findings include:</p> <ul> <li>35% of Australians go to Facebook or Twitter newsfeeds as a first stop for news.</li> <li>The over 65 demographic (perhaps traditionally viewed as laggards) are relying on online news just as much as print.</li> </ul> <h3>APAC warms to the internet of things</h3> <p>Indian and Chinese consumers are more enthusiastic about <a href="https://econsultancy.com/blog/67013-five-opportunities-for-marketers-using-the-internet-of-things/">connected devices</a> in the home than those in other international markets.</p> <p>The survey by Mindshare (11,000 respondents across 19 countries, reported by <a href="http://www.mumbrella.asia/2016/03/mindshare-survey-reveals-asian-attitudes-connected-future/">Mumbrella</a>) showed the proportion of those "very interested" from these two markets far exceeded the global average.</p> <p>APAC respondents in general were also interested in connected consumables, perhaps surprisingly even food (40%) and drink (38%).</p> <p>Despite this interest in connected devices, many were "concerned" about companies knowing how, when and how often they used their products (as high as 86% in India).</p> <p>Products already exist in the market showing how much of certain foodstuffs remain in your fridge.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">We just announced three new products, have a look! <a href="https://t.co/tLGTWt5yXr">https://t.co/tLGTWt5yXr</a> <a href="https://t.co/96biFOj71b">pic.twitter.com/96biFOj71b</a></p> — Smarter Applications (@Smarter_AM) <a href="https://twitter.com/Smarter_AM/status/684418328153190400">January 5, 2016</a> </blockquote> <h3>Australian's believe the display ad model is broken</h3> <p>The majority (66%) of marketers and media buyers in Australia surveyed in Econsultancy's <a href="https://www.econsultancy.com/reports/people-based-advertising/">People-Based Advertising report</a> agree or strongly agree that the current model for display advertising is broken (based on 350 respondents).</p> <p>What's more, only 12% actively disagree that it is, with 72% of respondents fearing that ad blocking could put the current model in jeopardy.</p> <p><em>Q: Agree of disagree: 'The current model for display advertising is broken'</em></p> <p><img src="https://assets.econsultancy.com/images/0007/3181/Screen_Shot_2016-03-21_at_15.58.20.png" alt="australian view ad model" width="482" height="400"></p> <h3>Women influence 90% of car buys in Singapore</h3> <p>Dentsu's SenseAsia revealed data that suggests women are more thorough in the research phase, averaging a total of 33 channels in this phase.</p> <p>Reported by <a href="http://www.warc.com/Content/News/N36493_Women_influence_9025_of_car_buys.content?PUB=Warc%20News&amp;CID=N36493&amp;ID=eec04c06-59bc-4b95-b290-4c19629c9ef5&amp;q=&amp;qr=">Warc</a>, women are also more likely to be influenced by their research than men, who often have pre-conceived ideas in the auto market.</p> <h3>China ad growth halved</h3> <p>Net advertising revenue growth slowed from 16% in 2014 to 7% in 2015, according to IHS Advertising (reported by <a href="https://econsultancy.com/admin/blog_posts/67692-apac-stats/edit/%20net%20advertising%20revenue%20growth%20slowed%20from%2016%20percent%20in%202014%20to%207%20percent%20in%202015,%20according%20to%20the%20IHS%20Advertising%20report.%20Reaching%20just%20375.2%20billion%20Chinese%20yuan%20(%2464.1%20billion),%20the%20industry%20fell%20to%20single-digit%20growth%20for%20the%20first%20time%20since%202010.">CFO Innovation</a>).</p> <p>At a size of $64.1bn in 2015, the industry saw single-digit growth for the first time since 2010.</p> <h3> <a href="https://econsultancy.com/blog/67674-what-are-first-second-and-third-party-data">First-, second- and third- party data</a> targeting in Australia</h3> <p>41% of Australian respondents (marketers and media buyers) in our People Based Advertising report were familiar with known user targeting through functionality such as Facebook's Custom Audiences.</p> <p>When it comes to use of different data types, understandably, first-party data was used most commonly for people-based targeting.</p> <p>More than a quarter (27%) of respondents used real-time intent data to target media effectively.</p> <p><em>Q: Do you purchase advertising using any of the following targeting mechanisms?</em></p> <p><img src="https://assets.econsultancy.com/images/0007/3182/Screen_Shot_2016-03-21_at_15.57.56.png" alt="data used for advertising" width="615"></p> <h3>Marketing automation high up the priority list in South-East Asia...</h3> <p>In the Econsultancy report, <a href="https://econsultancy.com/reports/state-of-email-and-marketing-automation-in-south-east-asia">State of Email and Marketing Automation in South-East Asia</a>, respondents (more than 500 from clientside and agency) revealed their priorities for 2016.</p> <p>Marketing automation was prominent in their thoughts, behind only content and social.</p> <p>Email marketing showed itself to be evergreen, a priority above PPC, display, mobile and SEO for this sample.</p> <p><img src="https://assets.econsultancy.com/images/0007/2408/1.PNG" alt="marketing priorities in se asia" width="470" height="380"></p> <h3>..and in Australia (but it isn't quite understood)</h3> <p>Another <a href="https://econsultancy.com/reports/marketing-automation-buyers-guide">marketing automation</a> survey, by Squiz and <a href="http://www.bandt.com.au/marketing/marketers-investing-70-marketing-automation-software-2015">reported in B&amp;T</a>, found respondents were investing 70% more in marketing automation in 2016 than 2015.</p> <p>654 marketing and IT professionals were surveyed, with the majority coming from Australia and New Zealand.</p> tag:econsultancy.com,2008:BlogPost/67675 2016-03-28T13:00:00+01:00 2016-03-28T13:00:00+01:00 Six online advertising tactics set to rise Stephanie Carr <h3>Marketer priorities in a challenging ad tech landscape</h3> <p>2015 brought us programmatic retargeting, which results in great engagement but requires <a href="https://econsultancy.com/blog/67659-three-things-that-show-the-scale-of-the-ad-fraud-challenge/">viewability to be closely monitored</a>. Coupled with the rise of ad-blockers, it’s arguably getting harder to get in front of the people that matter.</p> <p>This is the challenging ad-tech landscape we find ourselves in.</p> <p>We know that priorities have shifted over the last 12 months as digital marketers strive to use ‘tiny data’ to better understand their audiences on an individual level. According to Marin research, the top priorities for 2016 for UK-based digital marketing managers are:</p> <ol> <li>Creating campaigns based on deeper understanding of audiences (up one place from 2014).</li> <li>Effective scaling of campaigns across social media channels (new entry in the top five).</li> <li>Cross-channel digital marketing (up two places from last year).</li> <li>Better integration of online and offline marketing efforts (new entry in the top five).</li> <li>Better integration of digital marketing disciplines (down one place).</li> </ol> <p>The question all marketers should ask themselves is what will the use of granular data mean for the consumer? In the constantly evolving advertising landscape, what are the platforms which are going to have an impact on marketers this year and how can they work together?</p> <h3>Booming ad tactics?</h3> <p><strong>1. Native ads</strong></p> <p>Ads which look and feel like editorial content have been around for a few years now. However, with Bing recently announcing it will also host content of this type within its platform the use of ads which offer a more seamless experience is sure to increase.</p> <p><img src="https://assets.econsultancy.com/images/0003/9562/Advetorial_MOJO_FORD.gb5_.jpg" alt="native ad" width="450"></p> <p><strong>2. Personal Digital Assistants</strong></p> <p>From Cortana to Siri, operating systems are becoming more ‘intelligent’.</p> <p>As consumers increasingly rely on their digital personal assistants, these could be a great place for brands to reach potential customers. We have already started to see this happen <a href="https://econsultancy.com/blog/67551-private-messaging-is-social-s-next-big-ad-frontier/">within instant message applications</a>.</p> <p><strong>3. Virtual reality and the IoT</strong></p> <p>A fridge which knows you need to buy more milk is very impressive. But <a href="https://econsultancy.com/blog/64143-why-is-the-internet-of-things-so-compelling">a fridge which knows which brand</a> you normally buy and which are currently on offer at the supermarket has the power to revolutionise the way everyone shops.</p> <p>The internet of things might not quite get there in 2016 but it’s certainly coming and brands need to be ready to make the most of it.</p> <p><img src="https://assets.econsultancy.com/images/0007/0560/Screen_Shot_2016-01-08_at_09.25.39.png" alt="iot fridge" width="450"></p> <p><strong>4. Intent data</strong></p> <p>By using product feeds, Shopping campaigns (Google &amp; Bing) and Dynamic Product Ads, advertisers are able to attract the attention of consumers by serving ads that relates to their intent to buy.</p> <p>Couple this intent with the potential addition of highly-engaging video within search results and the SEM space is set to get a whole new lease of life in 2016.   </p> <p><strong>5. Moment marketing</strong></p> <p>It’s vital to reach your target audience at the right time – the specific moments when engagement levels are high. This can be achieved by instantly tailoring your online advertising to what’s going on in the offline world such as the weather or the stock market.</p> <p><a href="http://www2.deloitte.com/uk/en/pages/technology/articles/warc.html">Warc</a> and Deloitte believe marketing based on contextual factors will be the biggest trend this year. In fact, the first ever <a href="http://bit.ly/1IEAb1Z">detailed analysis</a> of UK spend on contextual data strategies from <a href="http://www.tvty.tv/">TVTY </a>found 23% of digital budgets are spent on moment marketing with over two thirds of brands planning to increase spend.</p> <p><strong>6. Mirrored campaigns</strong></p> <p>Facebook’s look-a-like approach and <a href="https://econsultancy.com/blog/66979-google-customer-match-what-does-it-mean-for-marketers">Google Customer Match</a> prove the willingness of brands to use their first party data at scale. Now, brands can reach new audiences who share similar interests and it’s easier to replicate one campaign across multiple channels.</p> <p>I predict that this approach goes further in 2016 to encompass display strategies.</p> <h3>Personalized journeys</h3> <p>Digital marketers and CMOs have an opportunity to bring these new approaches together and supercharge the influence of one campaign across an individual’s customer journey to deliver a personalised experience which is easy to engage with.</p> <p>As soon as the value of first party customer data is better realised, the better for marketing efforts as a whole. </p> tag:econsultancy.com,2008:BlogPost/67670 2016-03-24T13:41:49+00:00 2016-03-24T13:41:49+00:00 Two-thirds of Australian marketers say current display ads model is broken Jack Simpson <p>Not only that, but almost three-quarters (72%) of respondents fear ad blocking could make the current model obsolete.  </p> <p><strong>Q: Agree of disagree: 'The current model for display advertising is broken'</strong></p> <p><strong><img src="https://assets.econsultancy.com/images/0007/3181/Screen_Shot_2016-03-21_at_15.58.20.png" alt="display ad model broken" width="482" height="400"></strong></p> <p>It is hardly surprising that <a href="https://econsultancy.com/blog/67631-here-s-why-the-uk-culture-secretary-is-clueless-on-ad-blocking">ad blocking</a> has become so prevalent. On many websites the ads have a hugely negative impact on the user experience: they’re intrusive, they slow down page loads and can actually eat up data in the case of mobile. </p> <p>Clearly something has to change, and our report argues that people-based targeting is the key to avoiding future disaster. </p> <h3>The rise of people-based targeting</h3> <p>Otherwise known as addressable media, people-based targeting refers to any approach that targets a known individual. </p> <p>Brands use their first-party data to identify the real people in the advertising ecosystem and use data onboarding technology to selectively share that data with publishers and reach their audience. </p> <p>This is the next natural step for programmatic advertising, enabling advertisers to deliver ads that are more relevant to the user and therefore less intrusive and more valuable. </p> <p>The concept of people-based targeting is not new to marketers. Many were introduced to a light version of addressable media through the Custom Audiences product from Facebook. Forty-one percent of those we surveyed say they know the concept well, while 34% say they have a general idea of what it is. </p> <p>Marketers who have deployed some form of people-based marketing are bullish on its future. They foresee a scenario where fewer, more valuable advertisements do a better job of reaching true, in-market consumers; two-thirds of brands agree that “…display will be replaced by relevant, data-driven advertising.”</p> <h3>Data priorities: first-party wins</h3> <p>Data comes from all kinds of sources these days, and we have spoken in the past about <a href="https://econsultancy.com/blog/67086-three-ways-first-party-data-could-help-increase-online-advertiser-value">the value of first-party data</a> vs. second and third. </p> <p>It seems marketers are drawing data from all three sources to power their advertising purchases, and also prioritizing them in their natural order. </p> <p>61% of our respondents say they use first-party data to target ads, 56% use second-party data and 42% use third-party data.</p> <p><strong>Q: Do you purchase advertising using any of the following targeting mechanisms?</strong></p> <p><img src="https://assets.econsultancy.com/images/0007/3182/Screen_Shot_2016-03-21_at_15.57.56.png" alt="ad targeting data types" width="621" height="372"></p> <h3>Privacy issues the main barrier for people-based targeting</h3> <p>It is hardly surprising given the number of high-profile privacy breach cases we’ve seen in the media over the last couple of years, but privacy/data leakage issues are the number one concern for those who aren’t increasing their people-based targeting spend. </p> <p>43% of respondents cited this as their main concern, while 33% cited complexity issues and 31% felt the potential ROI doesn’t warrant an increase. </p> <p>That said, only 23% of those already using people-based targeting have no plans to increase their investment in the area, and of those only 3% are cutting their spend. </p> <p><em><a href="https://www.econsultancy.com/reports/people-based-advertising/">Download the full report</a> today for lots more insight about people-based targeting.</em></p> tag:econsultancy.com,2008:BlogPost/67616 2016-03-08T11:12:51+00:00 2016-03-08T11:12:51+00:00 Video ads: if you’re demanding attention you’re doing it wrong Jack Simpson <p>He argues:</p> <blockquote> <p>If you want to watch Downton Abbey on TV you might sit through an ad you don’t care about. But online this has changed. </p> <p>You have to reward attention, offer something in return for watching an ad.</p> </blockquote> <p>While I disagree slightly with the first part of that point – most people are nose-to-phone during TV ads – I wholeheartedly agree with the idea that brands must reward rather than demand users’ attention online. </p> <p>With so much content to choose from, the latter simply will not work. </p> <h3>Multiple distractions</h3> <p>As I mentioned above, most people tend to split their attention between two or more screens, i.e. browsing with their <a href="https://econsultancy.com/blog/67331-14-predictions-for-mobile-marketing-trends-in-2016">mobile</a> during TV ad breaks. </p> <p>Chalozin puts a figure on it, citing <a href="http://advertising.aol.com/blog/video-attention-index-measuring-shifting-value-tv-and-olv-advertising-0">a study</a> that found 48% of people are distracted while watching TV, and that of that 48%, 23% can’t recall what was on the TV at all. And for millennials the figures are much higher.  </p> <p>Other studies have found the distraction figure to be higher still. <a href="http://www.btplc.com/News/Articles/ShowArticle.cfm?ArticleID=94FF4EF7-E6B5-4C92-8E88-F91E94395DD6">One report from BT TV</a> claims that 78% of Brits multitask while watching TV. </p> <p>Either way the net result is the same: brands need far more impressions than before to reach the same TV audience.</p> <p>A million TV viewers now is not the same as a million TV viewers in the days before mobile took off. </p> <p><strong><em>Tal Chalozin</em></strong></p> <p><img src="https://assets.econsultancy.com/images/0007/2695/Screen_Shot_2016-03-07_at_12.19.20.png" alt="Tal Chalozin at Creative Programmatic 2016" width="640"></p> <p>Google and Facebook have already acknowledged and begun to cater for the issue of shortening attention spans, Chalozin says. </p> <p>
The former launched TrueView, which, in Google’s own words, is 'built on the promise than you’ll only pay when someone chooses to watch your video ad'.</p> <p>In other words: advertisers don’t have to pay if people skip their ads, which means they know they’re getting viewers’ attention. </p> <p>Facebook announced last year that it would be experimenting with charging advertisers only once the viewer had watched 10-seconds of an ad. </p> <p>These methods might not be perfect, but they certainly go some way to avoiding brands paying for video ad views that weren’t really views at all. </p> <h3>What can brands do?</h3> <p>Chalozin believes there are three key things that online video advertisers need to achieve in order to reward users’ attention and be successful: </p> <ul> <li>Produce personal and smart ads.</li> <li>Spark curiosity and encourage participation.</li> <li>Tell a simple story.</li> </ul> <p>Let’s take a look at those in greater detail.</p> <p><strong>1. Produce personal and smart ads</strong></p> <p>“It’s all about understanding people and creating a one-to-one relationship,” Chalozin says. </p> <p>He argues that people aren’t surprised by personalisation these days because <a href="https://econsultancy.com/reports/value-exchange-from-data">we all freely give our data to brands</a>. </p> <p>4OD’s 2014 Share a Coke campaign is one example he cited. </p> <p>Users would see a five-second clip of a Coke bottle personalised with their own name, enough to grab their attention, after which a short Coca-Cola ad would play. </p> <p><iframe src="https://www.youtube.com/embed/CQ456AQz1x4?wmode=transparent" width="640" height="360"></iframe></p> <p><strong>2. Spark curiosity and encourage participation</strong></p> <p>Making people curious enough to interact with your video ad is the key to winning the battle of attention, Chalozin argues. </p> <p>He mentioned the launch of Daredevil on Netflix: an <a href="https://econsultancy.com/blog/65918-six-reasons-to-care-about-interactive-video-attention">interactive video</a> that made users feel like they were in a computer game and enabled them to interact using their mouse or finger and open up other videos within the main content. </p> <p><em>(Click twice on the YouTube banner at the top):</em></p> <p><a href="https://www.richmediagallery.com/detailPage?id=8706"><img src="https://assets.econsultancy.com/images/0007/2690/Screen_Shot_2016-03-07_at_11.30.11.png" alt="Daredevil interactive video ad on Netflix" width="640"></a></p> <p>Overall there was 7.5 minutes of content within the ad, but all within an initial 30-second clip that enticed people to interact with it. </p> <p><strong>3. Tell a simple story</strong></p> <p>“Simple works better,” Chalozin says. “Marketers have been good at storytelling for years, but with digital you can do so much more.”</p> <p>He says the key is to bridge the gap between data and creativity. The former should help drive the latter. </p> <p>Chalozin cited a US wine brand that broke a story down into four 30-second video ads.</p> <p>Each time a user came across the ad online they would see the next episode, and at the end of an ad they’re offered a button that, when clicked, lets them see the rest of the story unfold.</p> <p>I wrote a post about <a href="https://econsultancy.com/blog/67562-could-shield-5-signal-a-new-wave-of-social-cinema">Shield 5 and the opportunities for social cinema</a> the other day, which covers the same premise: how brands can use a video series to keep people hooked on a story.</p> <h3>Conclusion: personalised, engaging, simple</h3> <p>This might not be news to many marketers’ ears but it helps to reinforce this straightforward point when it comes to online video ads. </p> <p>With the amount of data readily available to marketers there is no excuse not to personalise. And if the ads aren’t simple and engaging you will likely lose your audience before you’ve even acquired them. </p> <p>Ultimately it pays to think hard about how you personally respond to video ads online. </p> <p>Honestly, how often do you really stop to pay attention to one? And when you do, what made you stop? It’s likely the ad ticked all three of the above boxes.</p> <p>As Chalozin puts it:</p> <blockquote> <p>In seconds I need to get the user’s attention and make them feel a product is important to them.</p> </blockquote> tag:econsultancy.com,2008:BlogPost/67608 2016-03-04T10:57:41+00:00 2016-03-04T10:57:41+00:00 12 intriguing digital marketing stats from the past week Jack Simpson <p>What a woman. *Wipes away tear*</p> <p>This week we’ve goldfish, the gradual global domination of the internet, yet more ad blocking woes, customer experience, basket abandonment, Mother’s Day and much more. </p> <p>Enjoy… </p> <h3>Goldfish have better attention spans than people, and other stats from Creative Programmatic</h3> <p>Anyone at our <a href="https://econsultancy.com/events/creative-programmatic/">Creative Programmatic</a> event on Wednesday may have seen some interesting stats cited by the speakers, one of which, from Innovid’s Tal Chalozin, being that Americans have an attention span of roughly eight seconds.</p> <p>That’s one second less than a goldfish.</p> <p>Other interesting stats cited on the day include:</p> <ul> <li>One in five web pages bounced within four seconds – Tal Chalozin, Innovid.</li> <li>Only one in 25 web pages is viewed for more than 10 minutes – Tal Chalozin, Innovid.</li> <li>48% of the time people are watching TV they are distracted, and of that, 23% can’t recall what was on screen – Tal Chalozin, Innovid.</li> <li>52% of adspend is digital, 50% of that is in search, 40% in display, and 70% of display is programmatic – Adrian Gans, VCCP.</li> <li>In 1970 the average person saw 500 marketing messages a day. In 2016 they see 7,000 marketing messages a day – Jim Freeman, Telegraph Media Group.</li> </ul> <h3>3.2bn people now connected to the internet</h3> <p>More than 3bn people across the world had access to the internet by the end of last year, with 4.1bn yet to be connected, according to <a href="https://econsultancy.com/blog/67595-key-stats-from-facebook-s-state-of-connectivity-report/">Facebook’s new State of Connectivity report</a>. </p> <p><img src="https://assets.econsultancy.com/images/0007/2619/Screen_Shot_2016-03-03_at_16.22.06.png" alt="Facebook state of connectivity report" width="600"></p> <p>Other key findings include: </p> <ul> <li>90% of the world’s unconnected population live in developing countries. </li> <li>Within developing countries, people in rural areas are 70% less likely to be connected than those in urban areas.</li> <li>The majority of those not connected are women. </li> </ul> <h3>More than a fifth of Brits now using ad blockers</h3> <p>More than 9m British internet users are currently <a href="https://econsultancy.com/blog/67026-the-future-of-mobile-ad-blocking-the-experts-view">blocking ads</a>, a 4% increase in as many months, according to <a href="http://www.iabuk.net/about/press/archive/iab-uk-reveals-latest-ad-blocking-behaviour">new figures from the Internet Advertising Bureau (IAB)</a>. </p> <p>Other key findings include:</p> <ul> <li>The number of British adults using ad blockers has risen from 18% to 22%.</li> <li>More than half of those using ad blockers would turn them off to access content they want.</li> </ul> <h3>Poor customer experience costs UK brands £234bn a year</h3> <p>UK businesses are missing out on £234bn in potential sales every year thanks to a lacklustre <a href="https://econsultancy.com/reports/customer-experience-optimization">customer experience</a>, according to <a href="http://info.magneticnorth.com/converting-customer-experience-into-revenue">a new report by Magnetic North</a>.</p> <p>Other key findings include:</p> <ul> <li>92% of consumers have had a poor customer experience.</li> <li>One in three have acted on their frustration by abandoning a purchase because they couldn’t find the information they needed.</li> <li>69% prefer to make a purchase online.</li> </ul> <h3>Basket abandonment rate hits 75%</h3> <p>Basket abandonment rates hit 75.45% in Q4 2015, according to a new infographic from SaleCycle.</p> <p>Check out the infographic below for more stats:</p> <p><a href="http://d34w0339mx0ifp.cloudfront.net/global/downloads/ig/2015-The-Remarketing-Report-Q4.pdf"><img src="https://assets.econsultancy.com/images/0007/2620/Screen_Shot_2016-03-03_at_16.17.12.png" alt="basket abandonment infographic" width="600"></a></p> <h3>UK publishers’ digital revenues hit £416m in 2015</h3> <p>UK publishers saw overall revenue growth of 5.2% last year, with digital revenue reaching £416.2m, according to the latest Digital Publishers Revenue Index Report by Deloitte and the Association of Online Publishers. </p> <p>Other key findings include: </p> <ul> <li>Display advertising remains the largest single revenue category, accounting for 46% of total revenue.</li> <li>Overall revenue growth was driven by three formats: online video (27% increase), sponsorship (19% increase), and mobile (11% increase).</li> <li>Desktop has experienced a slow but steady decline over the last 12 months.</li> <li>Video advertising reported annual growth of 43.1% in Q4 alone. </li> </ul> <h3>Mobile app ads on Facebook and Instagram drive 196% increase in app downloads</h3> <p>Marketers who use mobile app ads on Facebook and Instagram generated a 196% increase in app downloads globally in Q4 2015 (compared with Q4 2014), according to <a href="http://kenshoo.com/mobile-app-trends/">a new report from Kenshoo</a>. </p> <p>Other key findings include: </p> <ul> <li>Impressions increased 187% YoY.</li> <li>Clicks increased 280% YoY.</li> <li>Cost per thousand impressions (CPM) decreased 11% YoY.</li> <li>Cost per click (CPC) decreased 33% YoY.</li> <li>Click-through rate (CTR) increased 32% YoY.</li> </ul> <h3>Biggest UK supermarkets see major fall in online visits</h3> <p>Following the recent announcement that <a href="https://econsultancy.com/blog/67592-five-questions-raised-by-the-amazon-morrisons-grocery-deal">Amazon will be partnering with Morrisons</a> in a new online grocery offering, new data from SimilarWeb paints a grim picture for some of the competing supermarkets when it comes to online performance. </p> <p>By total monthly visits (desktop and mobile) between November 2014 and January 2016:</p> <ul> <li> <strong>Tesco</strong> dropped from 49.3m to 40.1m.</li> <li> <strong>Asda</strong> fell from 30.3m to 20.5m. </li> </ul> <p>Others have faired slightly better, however:</p> <ul> <li> <strong>Sainsbury’s</strong> increased from 7.5m to 9.3m.</li> <li> <strong>Ocado</strong> jumped from 2.2m to 3m.</li> </ul> <p><img src="https://assets.econsultancy.com/images/0007/2621/image.png" alt="Supermarkets online traffic" width="600"></p> <p>To put it into perspective, Amazon is the UK’s fifth most-popular website overall and generated 326m visits in January this year. </p> <h3>TV trumps online when it comes to mums</h3> <p>Good-old-fashioned television is still the most consumed media for mothers, according to new figures from Carat.</p> <p>Other key findings include:</p> <ul> <li>69% of mums agree that vouchers and offers persuade them to try brands.</li> <li>60% access the internet via a smartphone at least once a week, 41% via a tablet.</li> <li>41% use the internet to play games.</li> <li>89% say they are the ones responsible for the main grocery shopping ‘almost all the time’.</li> </ul> <h3>Mother's Day shoppers turn to mobile for last minute gifts</h3> <p>More than half (60%) of Mother’s Day retail searches will be made from a mobile device, according to new figures from Bing Ads. </p> <p>Other key findings include:</p> <ul> <li>Search volumes set to increase by five times between 7am and 9am on Mother’s Day. </li> <li>Women make up more than two-thirds (67%) of all searches. </li> <li>Searches will increase by up to four times in the 48 hours leading up to Mother’s Day. </li> </ul> <h3>68% of UK shoppers plan to celebrate Mother’s Day</h3> <p>More than two-thirds of UK shoppers will be taking part in Sunday’s Mother’s Day celebrations, according to new research from Savvy Marketing.  </p> <p>Key findings include:</p> <ul> <li>83% of all shoppers planning to get involved agree that Mother’s Day is a special event and 61% are looking forward to it. </li> <li>28% of shoppers said they tend to buy more expensive food and drinks on the day – up 4% on 2015.</li> <li>67% say they ‘don’t mind spending more to make Mother’s Day special’ – up 28% on 2015.</li> </ul> <h3>Social media outperforms email for UK customer service</h3> <p>UK brands answer just 38% of emailed questions, compared to Twitter (48% success rate) and Facebook (44%), according to <a href="http://www.eptica.com/mces2016%20">a new study by Eptica</a>. </p> <p>Other key findings include: </p> <ul> <li>64% of companies (10% fewer than in 2015) made email available to non-customers and the average time taken to answer emails increased by nearly five hours, to 34 hours 15 minutes.</li> <li>Company websites answered an average of 66% of queries, up 2% since 2015, but with a large range between sectors and brands.</li> <li>Average response times on Twitter improved from 5 hours 27 minutes to 4 hours 14 minutes, well ahead of Facebook (8 hours 37 minutes).</li> <li>18% of companies only answered accurately on a single channel from email, Twitter, chat, and Facebook, while nearly a quarter (22%) failed to respond successfully on any channel at all.</li> </ul> <h3>Timely and vaguely relevant stat of the week… </h3> <p><strong>On this day in 1999,</strong> Monica Lewinsky's book about her affair with US President Bill Clinton went on sale. Relevant for anyone who watched Lewinsky’s talk at our <a href="http://www.festivalofmarketing.com/">Festival of Marketing</a> event last year. </p> <h3>For lots more up-to-date statistics…                                           </h3> <p>Download Econsultancy’s <a href="https://econsultancy.com/reports/internet-statistics-compendium/?utm_source=Econ%20Blog%20&amp;utm_medium=Blog&amp;utm_campaign=BLOGSTATS">Internet Statistics Compendium</a>, a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media.</p> <p>It’s updated monthly and covers 11 different topics from advertising, content, customer experience, mobile, ecommerce and social.</p>