New report shows most effective attribution methods according marketers
What should be the top 3 priorities for people working in analytics for marketing?
Attribution, Attribution, Attribution. Without attribution, what's the point of measuring anything? You might be able to say traffic is up, or traffic is down, but you won't have the slightest idea why, or what to do to change it.
But attribution isn't easy, it takes a lot of knowledge and some clever tech to get it right. For those looking at improving their existing attribution methods, it is helpful to know what top marketers find the most effective way of achieving accurate attribution.
A new report from AdRoll can go some way to providing the answers. By asking a mix of client-side marketing professionals and agency marketers (75% in-company, 25 % agency) in the UK, France, and Germany, they discovered what types of attribution marketers found the most effective.
Algorithmic came top of…
Finding the right user, with the right content, at the right time is the perfect scenario. But how do we avoid our message getting distorted by Multi-Tasking?
As a marketer, we take great care in positioning our product/service/offering, which makes distractions from our message very frustrating.
Following on from yesterday's Chart of the Day, the Communications Market Report from Ofcom has provided yet more nuggets of information. This time in the form of Figure 1.21, which highlights the proportion of solus vs simultaneous minutes by grouped activities.
This basically means, The amount of time spent doing one communications activity over doing multiple. The segmentation of these categories can also go a little deeper, into "meshing" and "stacking", which Ofcom describes as...
Meshing: When the simultaneous activities are related e.g. searching for info on a TV programme online while watching it.
Stacking: When the simultaneous activities are not related e.g. instant messaging with a friend while watching…
38% of our interactions with all media and communications still occurs in front of a TV. But what else do we do with our devices?
Ofcom has just released their yearly Communications Market Report, where they analyse the UK communications sector.
The report sheds light on many aspects of how we use digital media and technology today, but one chart that stood out to me (not just because of the colours) was Fig 1.12 which showcases the proportion of time attributed to activity types, by device.
One thing to point out about this chart: is that it is an average across all age ranges. So these will vary within different age groups. As a reference point, Ofcom have researched behaviour for each of the sections in Fig 1.4.4 if you're curious to delve a little deeper.
The first point…
Western countries will see huge increase in the number of connected devices per person
New data forecasts show how the number of connected devices is set to explode, approximately doubling the rate seen in 2014 in just three more years. Interestingly, it is the areas that already have the most connected devices which will see the biggest increase.
North America, which leads the world in connected devices per person is set to have over 11 connected devices per person on average by 2019. This mean a typical family home with four people in may have 44 connected devices!
All these connected devices will be creating data, and lots of it. This raises privacy concerns, but also the possibility of understanding customers far better than we do now. Would you want your Smart fridge to tell advertisers that you are out of Yogurt, so all…
Retention strategy often takes a backseat in marketing efforts, find out what leading global travel brands are doing to combat this.
Performance Horizon and WBR Digital have recently joined forces to publish the Benchmarking Performance Marketing and Digital Strategy in the Travel Industry Report, which we got a sneak preview at. They surveyed a large range of executives representing leading global travel brands back in may to unearth their findings.
The report brought up some interesting results. Email marketing is by far and away the most favoured channel when it comes to customer retention, followed by Social Media, which is used by 63% as their primary driver of customer retention.
Bringing up the rear was Marketplaces and Comparison Shopping Engines with 8% and 11% respectively. This was of interest to me, particularly the lack of…
If your creating B2B content for social, have you stopped and asked yourself what your audience actually uses social for?
You create content, you publish it and you promote it on social media. Create, Publish, Promote, Repeat. Yet have you ever thought to consider how your audience are actually using social media whilst they are at work? Are they using it to relax during a tea break? In which case humorous and easy to read content will do best. Or are they using it to learn more about their industry and discover new trends, in which case detailed thought leadership and posts providing industry specific stats will go down well.
New research from Pew Research Centre asked over 2000 American adults how they use social media at work, to discover what people are looking for when browsing during working hours. The results are interesting, and show how no one reason dominates.
The most common reason was…
Less than half of marketing know their ROI from Content marketing
For the past 3 years that we have been asking Smart Insights readers which is the marketing tactic which marketers that will give them the most incremental growth. In each of those 3 years, Content Marketing has been identified as the trend which will have the most impact.
Given the popularity of content marketing as an activity and increased investment in this area, using the right measures to assess return on content marketing is essential. We asked this question in our recent report on content marketing in Europe asking marketers based in Europe about the content marketing techniques they have used.
In the question on KPIs used for content marketing summarised in the infographic below we asked which measures are used for measuring content marketing effectiveness.
You…
A good relationship with your agency is key to creating solutions to your marketing efforts, both yourself and the agency are happy with.
As an extension of yesterday's post, today we are looking at the top challenges of working with an agency.
The work comes from Clutch who surveyed 500 respondents all of whom work in companies with over 500+ employees for their 2016 Enterprise Marketing Survey. They asked marketers, "What is the biggest challenge of working with an outside agency?”.
Unsurprisingly "communication" came top of the list, with 18% if respondents claiming it to be the toughest thing about working with an agency. Whether there is a lack of, or complete miscommunication, it is something that has to work for a successful business relationship. On the agencies behalf, it can be tough to juggle multiple clients emails and phone calls, whilst…
84% of companies hire at least one agency for a marketing or advertising service.
Not only this, but companies are choosing to hire 2 if not 3 agencies across the multiple disciplines.
Clutch highlight that this is hardly surprising given the vast amount of disciplines and channels the average CMO is having to work across.
Given this, it makes sense that they are choosing to hire multiple agencies, as well as their own in-house teams to tackle the multi-channel campaigns targeting multiple audiences, sometimes across different sectors.
Data: Survey of 500 respondents who work in a marketing role at companies with at least 500 employees. About half come from companies with 1000+ employees. 88% are manager level or higher
Source: Clutch Enterprise Marketing Survey
Date: Aug 2016
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How has Facebook performed compared to Instagram during the Olympic Games in Rio?
With Facebook reigning supreme since overtaking Myspace as the most popular social media in 2009, they have looked unbeatable. Huge audiences, combined with innovative features has meant Facebook have been sitting pretty at the top of the charts.
However, a new report from ComScore MMX has showcased the power of Instagram, when it comes to engagement.
The report indicated that before the games, Facebook was the preferred platform to share news and content about the games, however, since then Instagram has overtaken as the "Social Media Star" for the Olympic Games 2016.
The chart above highlights the disparity between the audience of both Facebook and Instagram, with the Blue giant achieving around 87.73% of the audience share, compared to the relatively measly 12.27% Instagram achieves.
However, the…
