UPFRONTS
Brits are almost 30% more likely
to open an email if the subject line includes a SWEAR WORD. Source: Mailjet
The average RESPONSE TIME to customer queries via email is 1 day, 8 hours and 53 mins, compared to 6 hours and 36 mins on Facebook.
Source: Eptica
40% of all
online shopping purchases
now happens on MOBILE PHONES. Source: IMRG
Retarget Practice
WE’VE ALL BEEN THERE: after a quick dip into an yourself pursued relentlessly round the net by ads for something you’ve either just bought, decided not to buy, of retargeting, and yet only two per cent of us convert A key irritant for consumers is the frequency with which ads appear, and that slightly creepy sense of intrusion. For retargeting to work it needs to be undertaken in what Davina Dunlea at Chalk Social describes as a ‘mindful’ manner.
Digital space, notes Dunlea, is rapidly becoming as personal, tangible and as physical space. “As marketers that’s what we
really need to understand. This all about relevancy, not intrusiveness.” So what concerns should
marketers have? Proper attribution modelling needs to be in place, says Dunlea. Who’s to say that 96 per
video ads. Marketers need to know where their ads are being placed and should make sure they’re being passed domain names. (According to IAB Europe, 51 per cent of marketers are not retargeting across mobile.) And what about
getting retargeting right? Although 86 per
cent of your conversions wouldn’t have happened anyway, regardless of retargeting? And viewability means that 50 per cent of an ad’s pixels must be in the viewable portion of an internet browser for at least one second; two seconds for
cent of UK brands are currently personalising their communications, only 9 per cent are using personalisation based on attitudinal data. That mean overlaying third party data sets. Be creative with content and sensitive to context: 14 per cent of brands they like using their details intrusive. But 49 per cent think it’s intrusive when their details are used by brands for which they have
DICTIONARY POST-DIGITALISM
Rift headset is unlikely to be on the Christmas list, expected as it is to retail at around £500. (Coca-Cola and McDonald’s have both taken a leaf from Google Cardboard and made moves to turn their packaging
into VR headsets for your smartphone, though this may be a tough look to carry seeking to marry digital and real-world experiences, VR represents a powerful tool. The challenge will be to
formulate experiences that genuinely expand users’ horizons while avoiding the sort of gimmickry that technology before it’s even got rolling.
For many industry experts the notion of digital as a distinct channel is over. The sheer ubiquity of the technology means it no longer makes sense to rest of marketing – or, indeed, the rest of our media consumption. Post- digital marketing acknowledges that digital, like, electricity, is just another element of our lived experience. in the move among many brands and agencies to create a more fully integrated approach in which digital is just another communication channel. (HSBC is just one example of an organisation that’s ditched the ‘D’-word from its marketing department.) In a prescient
article from 2012,
journalist Russell Davies, who’s credited with coining the term, noted, “We’re not at the end of a digital revolution, we’re at the start of one. The endgame was not making a website to go with your TV commercial and it’s not now about making a newspaper out of your website. Post-digital was supposed to be the next exciting phase, not a return to the old order. It’s the bit where the digital people start to engage in the world beyond the screen, not where the old guard reasserts itself.” To which we
might add this neat observation from David Sable, Global CEO at Y&R, at the 2015 IAB Mobile Marketplace: digital is everything. But not everything is digital.
DIGITAL
The
7 annual sourc e guide 2016
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84
