What’s New in Marketing? June 2013
Did you see the new Digital Marketing Map produced by analyst Gartner? It summarises the range of digital marketing channels and tools available to reach and interact with our audiences online.
It’s an impressive visual and it’s useful for a top-level gap analysis of range of digital tools available against those we do and should use, but we wonder whether our interest in tools can distract from getting the marketing fundamentals which we feature in our Strategy and Planning section.
Strategy and planning
Customer segmentation strategy - we asked Jo Taylor to outline 10 tests that your customer segmentation strategy is effective.
The Future of Brand Marketing - Dan Bosomworth summarised major changes in the way we should plan brand marketing prompted by Paul Adams, author of Grouped. He continues this brand strategy theme asking what we can learn from…
Nearly 1/3 of UK page views are now from Mobile and Tablets
Value: [rating=5]
Recommended link: Free comScore Digital Future in Focus Series
March 25th update:
A new update covering Europe plus individual reports on France, Germany with Spain to published shortly. Separate reports are also available on Canada and Brazil via the link above.
Research provided by comScore is one of key worldwide sources useful for marketers to help us find out about the changes in use of digital media by consumers. Unlike some of the other paid data service providers, comScore gives a good range and depth of free information, which is why we feature it in our online statistics top 10 sources search engine where we recommend checking their Press Releases page which has useful data about individual countries. comScore have a solid methodology based on consumer panels in each country and tagging of media owned and destination sites. You…
A "must use" if you present to colleagues or clients explaining the adoption of digital media
IPSOS Mori has released their 'Tech Tracker Survey for first Q2013' which has some great insights into Internet Usage - 50% of British Adults access social networks, 16% using Twitter and 17% have used Google+.
If you're not based in the UK we recommend the comScore Digital Future series of reports on media usage.
Respondents were asked questions about how, when and where they use social networking sites and the internet generally. Over 1,023 adults from Great Britain, aged 15 year and older (Some statistics shown are weighted to a national representative profile). Findings from the report have been presented across key sections: Internet Usage, Social Networking, Home use, Smartphones and Tablets, Music, Games, TV and Movies and the consumption of online movies.
We…
Responding to the four biggest legal risks of social media to business
With legal cases involving social media are on the rise, businesses need to manage the potential risks. To help review the challenges and solutions to managing the risks of social media, we have recently published our benchmark study on social media and the law. We hope marketers can use the data to evaluate their knowledge and establish the risks they may need to manage.
We’ve summarised the risks of social media in this infographic showing the four main risks as we see them against the awareness of the law.
We see three main takeaways from the research:
Many marketers know the risks, but don’t have company buy-in. Over 50% of companies don’t consider social media legal risks to be an issue or a priority. This was unexpected when respondents made it…
A review of process and tools available for online competitor analysis
Although we know it’s important to analyse how your own website is performing in terms of visitor numbers, customer demographics and conversion rate, we should remember that it's important to look outwards too.
Competitive intelligence analysis can tell you how you are performing relative to your competitors and provide some insight into their visitor numbers, audience plus marketing and search strategies.
Effective competitor intelligence analysis can provide real actionable insights that just aren’t possible using standard web analytics tools such as Site Catalyst, Google Analytics or Webtrends. By understanding more clearly as to what your competitors are doing, you can make more insightful decisions about what to do with your online marketing activities.
Key benefits of conducting online competitive analysis
You can apply competitive intelligence analysis allows you to gain insight on:
Competitor activity -gain insight into the activities and tactics of your competitors.
Questions that…
Move to "implied consent" useful for informing other site cookie policy decisions?
Value/Importance: [rating=4] (For UK marketers)
Recommended link: ICO announcement
Through 2011 and 2012 we kept marketers informed on how they should respond to new European privacy legislation and how it relates to the UK in particular. In our last post on the topic in 2012 we summarised the action the Information Commissioners Office (ICO) is taking on enforcement now the law is in force (from May 2012). There is a clear shift on previous announcements from “mandatory opt-in” to “informed consent” (to simplify).
If you’ve been following the cookie privacy developments to inform what you do on your site or for clients, then the latest announcement is very interesting. It’s from the ICO themselves explaining how they are changing their message such that they can now gain analytics insight from users.
Here's the 'before and after' for the ICO…
The Age of Context - our Anticipatory and Personalised future
A great reminder from tech commentator Robert Scoble speaking to a recent conference showing how digital marketers should create experiences in context.
According to Scoble, context is…
Knowing your customer in deep detail
A personalised experience based on where you are
A new way to work, do more faster
Midem Visionary Monday: The Age of Context from Robert Scoble
One specific trend he pulls out is, integrating Wearable Computing which he predicts will combine:
Big Data
Computation
Sensor Data
Social Network Data
Location Data
It was interesting to see this example of social context available specifically for brands working in the winery industry from Vintank.
Thanks to @Jas…
The Information Commissioners Christmas Message On Cookies
Importance: [rating=5]
Recommended link: ICO 18.12.2012 PDF summarising Enforcement action
Our commentary on the new report
Do you remember back to May 2012 - it seems like ancient history now… At the time most site owners were concerned with becoming compliant with what most referred to as the “cookie law” (technically, the 2011 amendment to the Privacy and Electronic Communications Regulation Act).
Many larger companies did respond with the law as we showed in this post reviewing how companies were responding to the law.
On 18th December the UK ICO released a “must read” PDF reviewing their enforcement action. These are the main points site owners need to be aware of as I see them.
1. The cookie law is a lower priority for consumers and so the ICO than unwanted marketing communications (mainly junk texts and email spam).
2. Between 25 May and 21 November 2012 the ICO…
A summary of Ofcom International report comparing consumer use of the Internet in 17 countries
Value: [rating=5]
Recommended link: New Ofcom International Internet usage statistics
Ofcom’s seventh International Communications Market Report was published on 13th December 2012, this examines take-up, availability, price and use of broadband, landlines, mobiles, TV, radio and post across 17 major countries.
If you’re involved in reviewing changes in consumer and business demand for online services as part of planning for 2013 it’s worth a look - some statistics will be useful for presentations to convince colleagues or clients...
While the focus is on the UK since the research is produced by Ofcom, its purpose is to compare with other countries particularly Australia, France, Germany, Italy, Spain, and the United States. So it also has data if you're based in these countries and I have…
The fourth in the annual series reminding us about the power of social media
I'd be surprised if you have not seen one of Erik Qualman's Social Media Revolution videos or the very funny parody (shown below). Here's the latest 4th instalment in the world's most watched social media video series. How do you find it?
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