A Successful Case Of Positive Social Marketing ROI

Xiaofeng Wang

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.
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Does The New Facebook Reactions Get A ‘Like’?

Erna Alfred Liousas

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. 
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Introducing Unified Marketing Impact Analytics

Jim Nail

“Hey…you got chocolate in my peanut butter!”

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.

We’ve just completed research that shows that our intuition is correct and in our new report "Embrace Unified Marketing Impact Analytics to Deliver Value Across Interactions" we dubbed this converged approach as Unified Marketing Impact Analytics (UMIA), defining it as:

blend of statistical techniques that assigns business value to each element of the marketing mix at both a strategic and tactical level. 

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All Things Hair: A case study about brand-building in 2015 AD

Ryan Skinner

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?

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Consumers Will Manage All Brand Interactions Via Their Smartphones

Thomas Husson

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.
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Are Marketers Ready To Double Down And Truly Adapt To The Consumer Of Today?

Erna Alfred Liousas

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. 

Do Marketing And Sales Become One?

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Digital Marketers Are Increasingly Taking Responsibility For eCommerce Initiatives In China

Xiaofeng Wang

In my previous report, Overcome Top Digital Challenges In 2015, we found that digital marketers’ top challenge is meeting increased pressure to deliver business outcomes. In fact, they’re gradually taking on more responsibilities directly related to business outcomes, such as eCommerce. My latest brief, Digital Marketers Are Embracing eCommerce, And China Is Leading The Way, helps B2C marketers understand this emerging trend and embrace the opportunity to deliver consistent digital experiences to customers.

One-third of the digital marketers in China who responded to our survey indicated that eCommerce is one of their job responsibilities (see the figure). Forrester sees this trend developing in China as well as in Western markets. For example, in the US, Gap redesigned its global CMO role by merging eCommerce and digital marketing in a single executive position earlier this year.

However, the fusion of digital marketing and eCommerce teams is happening more extensively in China because:

  • Social and commerce are more closely intertwined in China than anywhere else. The bond between social media and eCommerce is extremely close in China, exemplified by the strategic partnerships between WeChat and JD.com and between Alibaba and Weibo.
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Leverage The Power Of WeChat’s Mobile Ecosystem

Xiaofeng Wang

With a whopping 549 million monthly active users, WeChat has become the largest mobile social app in Asia Pacific. Smart marketers not only borrow mobile momentsfrom WeChat, but leverage its power across the customer life cycle. My recently published report, Reinvent Customer Relationships With WeChat Mobile, helps B2C marketers understand the dynamics of the WeChat mobile ecosystem and learn how to best ride the wave of the WeChat-dominated mobile revolution in China. The report:

  • Shows how dominant WeChat is in Chinese consumers’ mobile lives.WeChat has become the default social networking tool in China and has disrupted consumers’ mobile behaviors. Metro Chinese consumers already spend more than half of their mobile Internet time on it. In the past year, WeChat users consumed US$15.3 billion worth of mobile data— more than Weibo, shopping, video, music, mapping, and email services combined.
  • Identifies the core features and services of the WeChat mobile ecosystem.WeChat is far more than a messaging app; it’s a rich mobile ecosystem filled with powerful features and services. The key ones that marketers can leverage include branded public accounts, advertising, WeChat Payment, eCommerce, smart services, and linking online to offline.
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Marketers want more content strategy from their content marketing

Ryan Skinner

We recently asked marketing leaders who use content marketing platforms (CMPs) a simple "this or that" question, namely:

What business outcomes did your content marketing initiatives generate last year: top-line benefits (new customers, revenue, sales) or bottom-line benefits (loyalty, reduced marketing or media expenses)?

The responses came down decidedly in the second category. In other words, those marketing leaders who are currently practicing content marketing in a way big enough to necessitate software specific to it believe the value they're generating is less growth than efficiency.

This is in line with the input I've received from both marketing leaders and CMP vendors. Both describe a scenario where all kinds of marketing teams - search-focused, website-focused, customer engagement-focused, social-focused, recruitment-focused, PR-focused - have internalized the value of content, and are commissioning lots of it. To the point of chronic overindulgence.

Content Strategy

Their current needs are these:

  • Producing content once and repurposing it and reusing it in a way that maximizes media efficiency
  • Managing multichannel fragmentation in a way that doesn't fragment the organization
  • Maintaining brand consistency when brand is as much about culture and narrative as it is about colors, logos and lock-outs
  • Learning how to prioritize customer needs and value in all customer engagement situations
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Does Facebook still like the "like"?

Erna Alfred Liousas
Change is constant, especially with Facebook. Not too long ago it changed its algorithm to allow users to see their favorite content within their New Feeds first. Then it introduced Instant Articles to help publishers create interactive articles on Facebook. This week, Facebook updated its logo and its algorithm again. This update helps users prioritize stories and posts by allowing them to select the friends and pages they'd like to see at the top of their News Feed. And now for the grand reveal...
 
Facebook will no longer use likes in its cost per click measurement definition.
 
 
Yes, you read correctly, Facebook is discounting the value of its likes to the point where it doesn't factor into their click metric.  
 
Why is this happening now? 
At the end of the day, ads cost money. If Facebook wants to keep that ad revenue flowing, they've got to connect those ads to the things that drive the bottom line -- items that tie back to business goals, to justify the expense to marketers. Going forward, these clicks will factor into CPC:
  • Clicks to visit another website
  • Call-to-action clicks (Shop Now)
  • Clicks to install an app
  • Clicks to Facebook canvas apps, and
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