About BersonDeanStevens

A creative design and interactive communications agency producing fresh solutions that help clients build extraordinary brands. Our services - research, marketing strategy and design - have helped industry leaders produce bottom-line results.

The Future of Marketing is Automation

marketing automation infographic
Email is one of the most widely used and established platforms and has long been the cornerstone of many business-to-business (B2B) marketing plans.

Even as new digital marketing and advertising platforms, formats, and channels draw companies’ attention and budgets, email remains vitally important and is arguably more valued by B2B marketers now more than ever before. While its core function has not changed substantially, there are new developments and challenges marketers must address: mobile, content marketing and automation.

marketing automation

For B2B marketers today—personalizing messages and integrating channels are vital, and automation is essential for executing those tactics.

With content marketing now mandatory for email marketers and mobile making it critical that B2Bs reach the right individual with the right message at the right moment, it becomes nearly impossible to personalize email marketing without some form of automation.

B2B marketers recognize the value of marketing automation solutions, but many have been slow to fully integrate the technology into their sales and marketing efforts. Data released in November 2013 by BtoB Magazine showed just 26% of US B2B marketers had completely integrated automation into their sales and marketing initiatives at the end of 2013. More than half (52%), however, expected full marketing automation adoption for this year.

marketing automation features

Automation solutions are often broad and can be applied across multiple channels and formats, but for most, email automation is vital. B2B marketers surveyed by Regalix in March 2014 reported that among marketing automation features, email automation was the most important to them.

One significant insight from the Regalix data is that marketers say the email technology they need is not simply mechanisms to automate and manage email. Instead, they want sophisticated systems to manage cross-channel campaigns and deliver personalized, targeted experiences to customers.

Have you automated your marketing? To learn more – call Lori today at 877.447.0134.

Advertisements

U.S. ad-spending to see largest increase since 2004 [report]

Mobile Advertising
Mobile advertising leads growth; will surpass radio, magazines, and newspapers this year.

Total media ad spending in the US this year will see its largest increase in a decade, according to eMarketer. Total ad investments will jump 5.3% to reach $180.12 billion, achieving 5% growth for the first time since 2004, when ad spending increased 6.7%.

US total media ad spend 2012-2018

Mobile will lead this year’s rise in total media ad spending in the US, and advertisers will spend 83.0% more on tablets and smartphones than they did in 2013—an increase of $8.04 billion. By the end of this year, mobile will represent nearly 10% of all media ad spending, surpassing newspapers, magazines and radio for the first time to become the third-largest individual advertising venue, only trailing TV and desktops/laptops. Though investments in TV advertising will rise just 3.3%, advertisers will spend $2.19 billion more on the medium than they did in 2013, making it the second-leading category in terms of year-over-year dollar growth.

Digital ad spending by channel

The surge in mobile advertising is chiefly attributable to the fact that consumers are spending more and more time with their tablets and smartphones. According to the latest estimates, US adults will spend an average of 2 hours 51 minutes per day with mobile devices this year. In 2013, daily time spent on mobile devices and on desktops and laptops was equal, totaling 2 hours 19 minutes, but this year, time with desktops and laptops will drop slightly to 2 hours 12 minutes, while mobile time will increase significantly. TV remains by far the largest beneficiary of adults’ media time, at 4 hours 28 minutes in 2014, hence its persistent lead as the top category for advertising spending.

Net digital ad revenue share

Strong, steady growth in mobile advertising will push digital ads to represent nearly 30% of all US ad spending this year. Advertisers will invest more than $50 billion in digital channels in 2014 for the first time, an increase of 17.7% over 2013. Just over one-third of that will come from mobile, but by 2018, mobile will account for more than 70% of digital ad spending.

Digital ad revenue

The accelerated rise in ad spending is being influenced in part by growing revenues from leading internet media companies, particularly those that are capitalizing on mobile revenues. eMarketer projects advertising revenues for a handful of the top US digital ad-selling companies, which collectively will represent 18.2% of total media ad spending this year—led by Google and Facebook. Google alone already accounts for more than 10% of all advertising spending in the US, and in 2016, together Google and Facebook will take a 15.0% share of the $200.00 billion total media advertising market. Mobile ads on Facebook will total 68.0% of its US ad revenues this year, up from 46.7% last year, and while Google’s ad revenues in the US won’t flip to majority-mobile until 2016, they’re shifting quickly. This year, Google’s US mobile revenues will comprise only 36.8% of its overall ad revenues, but by 2016, the medium will account for 65.8%.

These forecasts are based on a multi-pronged approach that focuses on both worldwide and local trends in the economy, technology and population, along with company, product, country, and demographic pecific trends, and trends in specific consumer behaviors. Quantitative and qualitative data is analyzed from a variety of research firms, government agencies, media outlets and company reports, weighting each piece of information based on methodology and soundness.

Are your advertising dollars delivering? To achieve the highest ROI call Lori at 877.447.0134.

America’s Most Patriotic Brands

America's Patriotic Brands
The study looked at how close brands were to the consumer ideal when it came to how much patriotism consumers emotionally credited to the brand, assigning each a percentage score relative to a category benchmark. Jeep’s leading score of 98% (for the second consecutive year) means that it almost fully meets consumers’ emotional ideal for patriotism in the auto category. While many of the brands also were among the top 10 scorers last year, additions to this year’s list include: Apple; Amazon; and Google.

America's Patriotic Brands

About the Data: The data is based on a survey of 4,680 consumers aged 16 to 65, who evaluated a collection of 35 values, including patriotism, for 225 brands.

Have a great July 4th holiday!

How Marketers Can Capitalize on Live Events

event-marketing
Previously seen as simply a one-way advertising opportunity, mobile’s ability to facilitate a conversation with customers has transformed live events into a key component of cross-channel marketing efforts.

This allows for customers to become part of the event – whether in person or watching it online. However, just like any program, a campaign built around a live event requires preparation that identifies goals and key messages to ensure it’s a measurable success.

The multitude of screens proves to be an opportunity for brands to use mobile to create a direct connection with customers that is personal, engaging and measurable.

Here are three ways brands can capitalize on live events and make it a year of interactivity.

1. Make your audience part of the event

Customers are constantly using their phone at live events, and often, it’s for social sharing.

This constant connection to mobile phones provides brands with the opportunity to leverage audience members as brand advocates and take the conversation from not only at the event but out to social communities.

Having fans upload and share a photo to win prizes is a simple way to spread the word and share their experiences via their social channels.

The Sprint NASCAR Series has done a nice job of extending the passion for racing beyond those in attendance at the track. By using venue screens to invite fans to tweet a question or upload a photo that would be posted to Facebook, they’re engaging the attendees at the event, and reaching the fans’ extended social community, potentially drawing in more viewers.

2. Capture opt-ins for ongoing communications

You have a captive audience at live events which makes it an optimal time to acquire permission-based mobile and email opt-ins for future communications.

These opt-ins can be used to drive traffic in stores, encourage app downloads, provide exclusive product info and more. The opportunities are endless, and live events are the ideal place to start this rich engagement, especially if sponsorships are already in your marketing mix.

For example, to generate interest in and increase viewership of the Country Music Association (CMA) Awards show, text-to-win programs have been created for the past three years through televised mobile calls-to-action.

By offering prizes, such as a guitar autographed by Brad Paisley, the CMA team saw 56% of fans opt in for continued mobile communication.

3. Turn live events into commerce

Mobile opt-ins like the fans captured by the CMA represent a powerful opportunity for marketers to drive engagement and increase revenue. Subsequent campaigns can be designed to drive purchases through exclusive offers and/or coupons.

The Portland Trail Blazers were looking for a way to bring mobile engagement inside their arena and around the team. To do so, they created contests that combined mobile and social integrations to provide fans with discounts and in-venue promotions on tickets and merchandise.

The results were impressive: as the discounts and promotions sent to fans contributed to the highest grossing sales night of the year.

Brands spend large amounts of money in event sponsorships. Adding mobile to a live event strategy won’t make a big dent on a brand’s budget, but it will make that sponsorship more impactful both at the event and long after.

As marketers, we talk about how consumers always have their phones with them and the impact of mobile as it relates to the on-the-go customer.

Live events are the perfect place to turn that marketing talk into marketing strategy.

Get the most out of your event marketing. Call 877.447.0134 today.

Mobile Apps Now Majority of Digital Time in The US

Mobile apps
Mobile applications have reached another threshold, according to comScore data. After exceeding the desktop web in share of digital time spent in January, mobile apps accounted for a majority 51% share of total digital consumption in May, per comScore’s figures. In fact, mobile web and apps together accounted for 60% share of digital media time spent in May, up from 50% share a year earlier.

Mobile apps

Mobile apps’ consumption disparity with the mobile web is so great that Flurry estimates that time spent with the Facebook app exceeds the entire mobile web.

Social networking is becoming more heavily mobile-centric, reveals comScore, with the data showing that 71% of social networking time is spent on mobile platforms. Indeed, comScore indicates that the primary Facebook app accounted for 18% of all mobile time, an estimate in line with Flurry’s figure of 17% share (limited to Android and iOS).

The figures released by comScore note that total mobile engagement on social media has increased by 55% during the past year. Given that social accounts for one-fifth of total digital time spent, the data suggests that mobile social networking represents about 1 in every 7 minutes spent online in the US. Another extrapolation of the data suggests that almost 1 in every 10 minutes spent online is with the Facebook app.

Social networking is not the category most heavily influenced by mobile, though. That distinction belongs to radio and photos, each of which sees 96% of consumption occurring on mobile devices.

Take your marketing to the next level. Call Lori at 877.447.0134 today.

Marketers Strategic Priorities [report]

marketing strategiesProving the value of marketing activities with financial outcomes is the most important of 7 strategic priorities ranked by client-side marketers, details a new report from Tealium and Econsultancy. That result isunsurprising in light of recent survey results suggesting that only 1 in 4 marketers can prove their impact on the business. Interestingly, conversion rate optimization sits at the bottom of the list of priorities, despite being deemed “crucial” by a majority of marketers in earlier research.

marketers strategic priorities

That doesn’t necessarily mean that conversion rate optimization isn’t important, but rather that it’s not quite as high a priority as some other strategic initiatives. Indeed, the second-highest priority is also one that marketers are struggling with: achieving a single view of customer and marketing data. Only 14% of respondents said they had a strong capability in this area; while a plurality 39% rated their capability as average, almost half rated it as weak (34%) or non-existent (13%).

The problem appears to relate to an inability to turn data into useful information and action. On a 10-point scale (where 1 means “doesn’t apply to us at all” and 10 means “very much applies to us”), respondents averaged just a 4.6 rating in their ability to extract useful insights from data, with the most common complaint being that data is fragmented. That makes sense, given that the average respondent has more than 4 marketing application data sources, with roughly 1 in 5 dealing with at least 8.

The survey results come on the heels of another study that found half of digital media and marketing professionals claiming an inability to link data to create individual customer profiles.

Many marketers see the importance of achieving a single view of the customer as 47% agreed that their long-term success is dependent on it.

The study points to data unification initiatives as a potential solution. Those respondents with such an initiative (BI, cloud, common visitor file, etc.) were far more likely than those without to report an ability to associate marketing activities with financial results, turn data into useful information and action, and make the most of the tools they have.

Finally, the most important capability for tying together digital marketing applications and data is seeing how marketing channels work together to affect sales, per the study.

About the Data: The results are based on a Q2 survey of 313 client-side marketers, 31% of whom identify as B2C, 37% as B2B, and the remainder as an even mix. 40% come from companies with more than $1 billion in revenues, while 23% come from companies with $11-50 million in revenues.

Take your marketing to the next level with automation. Call Lori at 877.447.0134 to learn more.