- Marketing is digital science
The marketing profession has changed more in the past two years than over the past four decades. And it is digital marketing technology that is responsible for it. In whatever marketing discipline you are, the pace of change in technology and marketing will continue to increase. …Continue reading
An issue that marketers and media specialists at car brands face every day, is the question if they can improve the return on investment (ROI) of their campaigns by allocating budget differently? With the vast changes in the media landscape this question is now more than ever relevant.
The average time spent using digital media per day will surpass TV viewing time for the first time this year, according to an estimate of media consumption among US adults by eMarketer. The average adult will spend over 5 hours per day online, including mobile non voice. The figure for watching television is 4 hours and 31 minutes. Daily TV time will be down slightly this year, while digital media consumption will be up 15,8%. In Europe TV viewing time differs somewhat per country. …Continue reading
There is one thing all luxury brands have in common: When they communicate in traditional mass media to interest new prospects for their products, the message is also received by a lot of consumers who will never be in the position to buy that product. Mass media, such as TV, offer by nature limited possibilities for very specific audience selection. The variables for selection are limited to for instance age group, sex or time slot.
That is why a luxury brand needs a different marketing communication strategy to bring in new affluent customers? Jaguar now tries a mobile one to target affluent fans. …Continue reading
The role of today’s chief marketing officer has fundamentally changed. Knowledge of digital and mobile is more crucial than ever and many CMOs are currently struggling to understand today’s increasingly digital-savvy customers.
According to Mobile Marketer, CMOs need to better understand that reaching today’s consumer is not about traditional marketing. It is increasingly about creating contextual and relevant experiences that engage with customers and that begins with mobile. But while today’s consumers live in a mobile world, many of the CMO’s are still keeping their focus on traditional marketing.
But why are CMO’s slacking in mobile? …Continue reading
Our article “Smartphone will take over online advertising” shows that the Northern European countries have the highest smartphone penetration. Therefore, it is logical to state that reallocating some of your marketing budget to mobile advertising in these areas would not be such a bad idea. Because whatever statistic you consult, mobile is growing. However….. …Continue reading
Tired of waiting in line at your favorite wayside restaurant? At Shell they think they found a solution. The MyOrder app for smartphones allows customer to order and pay their food before they arrive at a Shell station with a restaurant. After a pilot with the MyOrder app, Shell concluded that this service is what customers are looking for. …Continue reading
In most of the Western countries, smartphone adoption among mobile users has passed the milestone of 50%. Other countries are really close to this percentage and will pass in this year or in 2014. In Europe for example, this is the case for the southern countries like France, Spain and Italy while Nordic countries like Norway, Sweden and the UK already passed. …Continue reading
Selling electric cars in the same way as mobile phones could boost sales, says Simon Donohue in the Telegraph. In his article he draws parallels between the marketing practices of mobile phone companies and operators and car manufacturers. He heads the article with “Why electric cars could be sold like phones”. The popular answer might be: because they can! However, the parallel between EVs and smart phones does not stop when the sale is done. …Continue reading
In the automotive industry in Europe, where click-thru-rates (CTR) as low as 0,1 percent, are not uncommon, this case by Cadillac might interest you. The luxury car brand recently tested several formats of rich media mobile ads around the launch of the new Cadillac ATS. Click-through rates were reaching up to 2.38 percent. Continue reading here for the full report by Mobile Marketer.
In the report Mim Burt, research director of Gartner, explains that executing cross-channel strategies will prove challenging, because retailers need to cope with siloed business processes …Continue reading