Marketing leaders face the challenge of achieving a positive ROI —in fact, it is the top challenge for the digital marketers we surveyed in China earlier this year. Fortunately, a few marketers have managed to achieve this, and Spring Airlines is one of them. My recently published report, Case Study: Spring Airlines' Digital Business Takes Off With Social Marketing, tells its success story. From it, B2C marketers can learn how to achieve positive returns on their investments in social marketing initiatives and support their transition to a digital business.
As a private airline and the first budget carrier in China, Spring Airlines is performing well despite fierce competition from much larger state-owned competitors with more resources. Since the airline’s launch a decade ago, Spring’s B2C marketing professionals have focused on making the airline's business operations as digital as possible in order to:
Keep operating costs low.Unlike its main competitors, Spring receives no financial support from the government. To keep operating costs low, Spring bypasses travel agents, selling tickets exclusively via its official website and some designated ticket offices.
Support its challenger status and catalyze customer obsession. To compensate for its smaller scale and resources, Spring successfully differentiated its brand as an early adopter of digital, mobile, and social and built an extremely close relationship with its customers.
This week Facebook released “Reactions” for two pilot markets: Ireland and Spain. The new reactions available for posts? Love, haha, yay, wow, sad, and angry.
Myself and Forrester analysts Jennifer Wise, Samantha Ngo, Brigitte Majewski across mobile, social, and advertising pow-wowed on this new addition. Here are our thoughts:
Facebook wins from this move. Hello new and granular consumer data. Facebook can continue to optimize its own news feed experience, and grow monetization of its data with improved audience profiles and targeting for ads – on its site, and everywhere else.
Brands may get better sentiment data... Marketers need to go beyond counting likes, so what about counting “angries” vs. “yays” instead? Counts can suddenly mean positive or negative sentiment. Funneling these sentiments into consumer insights can help 1) inform ad targeting with refined consumer preferences and affinities, 2) test emotional story arcs, and 3) fuel retargeting. A clothing retailer could target consumers who react “wow” to dress posts. But the big “if” is: will Brands own Reaction data? We’re hoping yes.
If you're a brand-side marketer whose company uses word of mouth marketing, could you take a few minutes to complete our survey? It won't take long -- and to thank you for your time, we'll be sure to send you a copy of the aggregated data. We appreciate your participation!
This line from a 1980’s Reese’s Peanut Butter Cups campaign is a classic in advertising…and aptly describes what is happening in marketing measurement today. (For a blast from the past click here to view this oldie!)
Two proven techniques that work great separately – attribution and marketing mix modeling – work even better when merged into a unified measurement approach.
I suspected the convergence of different marketing analytics approaches was inevitable so earlier this year, my colleague Tina Moffett and I began sharing our ideas on where marketing measurement was headed. We agreed each approach provides only a partial answer to the marketing ROI puzzle and they shared enough methodological similarity that merging them was plausible.
I'm really excited to be a keynoting the WOMMA Summit in Miami this November. It's going to be a great event, including speakers from Comedy Central, Nissan, Twitter, Google and more -- and I'm glad to be part of it.
But to do a great keynote, I need to ask for your help: I'm working with WOMMA to generate fresh survey data for this event. If you're a brand-side marketer whose company uses word of mouth marketing, could you take a few minutes to complete our survey? It won't take long -- and to thank you for your time, we'll be sure to send you a copy of the aggregated data.
Digital advertising is akin to a carpenter’s toolbox. Each tool in the box serves a different purpose and was made to accomplish a specific task. Similarly, native advertising, or sponsored content, is a marketing tool that marketers can use as a complement to other forms of digital advertising to achieve a specific purpose.
Forrester defines native advertising as: Any form of paid or sponsored content that directly and transparently contributes to the experience of the site or platform where it appears by aligning with the format, context, or purpose of that site or platform’s editorial content page.
While Asia Pacific marketers have yet to invest in native advertising in a big way, native advertising provides them with an additional avenue to better engage with customers and win their preference. Native advertising is more engaging than display advertising and is also showing early success on consumers’ mobile screens. For example, content marketer Contently saw a clear 10% rise in brand opinion among its engaged subscribers, while Virgin Mobile USA claimed that native ads led to a 200% uplift in the likelihood to consider its brand. Taboola, Virool, and Skyword are examples of companies that can help marketers drive discovery of their content and improve engagement. I discuss how marketers can work with them in my latest report.
I just published this case study about All Things Hair. If you haven’t heard or come across ATH before, it’s a series of YouTube channels initiated by Unilever’s hair care products division. On each national channel (they’re in about a dozen countries now), a half-dozen teenage and twenty-something video bloggers describe how you can get some really important look or style going.*
There are a lot of interesting things going on in this ATH thing that I’m not really going to focus on here, such as predictive search, marketing innovation, influencers, video marketing, product positioning, brand measurement, ecommerce links, audience targeting and paid content promotion. This was Unilever working with Razorfish, so you knew it wasn’t going to be “How VO5 got better email open rates”.
No, what interests me most is how this whole ATH burrito here represents a new way of building brands based on how customers work and think today. Unilever’s not the first to do this, by any means, but – given the fact that they have a little bit of experience thinking about brand-building – they seemed to have done it with their “eyes wide open” if you will. They knew they were reengineering how they built brand value, and proceeded methodically from that standpoint.
So what did this awareness mean when push came to shove?
I spent the last couple of months interviewing marketers and vendors to understand how brands integrate push notifications and in-app messages in their marketing strategy.
Even though my research was primarily focused on mobile apps, I was convinced that there was much more at play. In fact, brands that can harness the power of contextual data to consistently deliver customer value will deliver compelling brand experiences that will build brand preference and, ultimately, loyalty.
Even with the emergence of connected objects that send notifications, smartphones will remain the primary interface in which consumers will personalize their digital experiences. Smartphones will become the hub for most interactions between a brand and its customers. In the next five to 10 years, consumers will use smartphone apps to define and control the communication environment in which brands can interact with them. In particular, we see that:
Mobile will become the primary touchpoint for brands to engage consumers. Mobile traffic has already overtaken desktop traffic in five major countries: Nigeria, India, South Africa, Indonesia, and Poland.No doubt this will happen across the globe in the next couple of years. B2C marketers will become smarter in engaging customers via mobile, maturing their approach and moving progressively to the holy grail of one-to-one marketing.
Ever wonder how you compare to the top brands in your use of Facebook, Twitter, and other social networks?
Forrester recently reviewed how the top 50 global brands market on social networks. We evaluated 11.8 million user interactions on 2,489 posts made by 249 branded profiles, and collected tons of great data -- including how many top brands use each social network, how many fans they've collected, how often they post, and how often users interact with their posts. We published our complete findings in our research brief "How Top Brands Are Using Facebook, Twitter, And Instagram" -- but I also wanted to highlight some key findings here.
First, follower counts for the big global brands have skyrocketed in the past year. Top brands now average 18.1 million Facebook fans each -- more than double their average in 2014. Their average number of Instagram followers is now over 1 million -- almost five times higher than last year. Follower counts have nearly doubled on Twitter and Google+ as well.
Second, marketers are posting more often than in pervious years. Top brands now post 18.3 times per week on Twitter and 6.5 times per week on Facebook -- both slight increases over 2014. They post 4.9 times per week on Instagram, an increase of more than 50% over last year.
For two days this week, I enjoyed Hubspot’s Inbound 2015 conference. Hubspot is an inbound marketing platform targeting small to medium-size businesses and each year the company holds a conference bringing together thought-leaders, customers, and partners. This 3.5-day event has over 250 sessions spanning a myriad of topics. Conferences provide different perspectives on the marketing landscape, customer success stories, product updates, philanthropic awareness, networking opportunities, and — my favorite — kernels that can be developed into themes with broader implications. I was happy to experience all those elements and walked away with more than a few kernels with broader implications. I’d like to share a few resulting from comments by Brian Halligan and Dharmesh Shah, Chris Brogan, and Mitch Joel. Let me forewarn you, these ideas may seem provocative, but they make for a good debate and even better research.