Some industries more likely to benefit from “Big Data” than others
To assemble an accurate portrait of consumer behavior is highly complex, and possibly the biggest challenge in marketing today. Companies must overcome hurdles not only limited to the technological difficulty of collecting disparate data sets from traditional and digital platforms.
In a digital age in which most customer interactions are in some way measurable, two-thirds of companies surveyed worldwide by Capgemini in February described themselves as “data driven,” suggesting that most business executives recognize the value of data in improving operational success. But with the exception of budgeting and planning, most executives surveyed by McKinsey & Company in April indicated a sizeable gap in their use of “Big Data.”
In recent years, two important trends in digital have occurred simultaneously: real-time bidding (RTB) has taken off and revolutionized digital advertising, and the rise of mobile has forever changed the way we interact with digital content. And yet, surprisingly, when it comes to RTB on mobile, we’ve haven’t made a great deal of progress. Even some of the most fundamental questions remain unanswered.
What does mobile even mean? Is a tablet a mobile device? How about a laptop with an LTE or 3G connection? If we assume a mobile device is a tablet or mobile phone, then there is a further problem. RTB-based ads can appear inside an app, but they can also appear on a website being viewed on a mobile browser. Each experience is vastly different and has different limitations.
Let’s take a look at three distinct types of RTB on mobile — and see why one should be banished from the definition of mobile advertising.
Though email increasingly competes with other digital channels for consumers’ time and attention, it continues to be an effective tool for marketers, according to a new eMarketer report, “Email Marketing Benchmarks: Key Data, Trends and Metrics.” Email open rates in North America have risen in recent quarters, even as clickthrough rates (CTR) have been slipping. Data from Epsilon and Email Experience Council for the last two years showed clickthroughs fell below 5% for the first time in the first quarter of 2012.
With fears of another economic dip in the coming months, it looks like marketers will once again be put to the test in 2012. But it’s not all bad news. ZenithOptimedia predicts major media U.S. ad spending will grow 3.5% next year. Naturally, that modest increase is going to be managed to the penny, with analytics tools and other types of technology working side-by-side to stretch budgets farther in marketing offices everywhere. “We are getting closer to a world as envisioned in the movie ‘Minority Report’ than most consumers could even imagine,” says Scott Morgan, president of marketing agency Brunner. So what does the new year have in store for cruising toward that vision? Following are 10 trends that will shape marketing in 2012.
View the slideshow
Email is still an invaluable asset to marketers; however, only 30% of B2B marketers are using email marketing as their primary lead generation tactic, according to a study by Pardot. Rather, in today’s marketing environment, email appears to be more effective for nurturing prospects than lead generation, the study reports. In addition, most (65%) B2B companies are devoting less than 25% of their marketing budgets to email marketing, 27% are allocating 26-50% of their budgets to email, and only 9% are allocating more than 50% of their budgets to email efforts: