Listen To This Mini-Podcast On Content Co-Marketing

Ryan Skinner

To bring a recent piece of research on content co-marketing to life, I created a mini-podcast (8 minutes) that includes excerpts from my interviews with marketing leaders. Give it a listen (if the Soundcloud player below doesn't show up or doesn't work for you, you can go straight to the Soundcloud page where it lives, here). Below I've included notes to the podcast, and a full transcript.

Podcast notes:

The full Target & Volkswagen branded video: http://adage.com/article/cmo-strategy/vw-teams-funny-die-target-shopping-trip/295082/

The full Forrester report on branded content partnerships, or content co-marketing: https://www.forrester.com/Lift+Content+Marketing+Spending+Power+Through+Brand+Partnerships/quickscan/-/E-RES117539

Interviewees:
Nick Edouard - http://ca.linkedin.com/in/nickedouard
Claudia Hoeffner - http://www.linkedin.com/in/claudiahoeffner
Amanda Sibley - http://www.linkedin.com/in/asibley
Amanda Batista - http://www.linkedin.com/in/amandafbatista

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Mobile’s Untapped Value Is In Contextual Data

Thomas Husson

As the hub of our offline and online experiences, mobile interactions are a powerful catalyst for contextual marketing. The untapped opportunity in mobile for marketers will be to get an extremely granular understanding of their customers, then anticipate their expectations, and develop unique insights to power better marketing across all channels, not just mobile.

Few Marketers Make The Most Of The New Customer Data Gold Mine

Because smartphones are the hub of our offline and online experiences, they generate valuable insights for contextual data-driven marketing. However, the majority of marketers are not yet ready to exploit the convergence between mobile and big data.

Short Term: Engage Your Customers In Real Time In Their Mobile Moments

Harnessing and extracting actionable insights from this unprecedented wealth of customer data will enable marketers to serve customers in their mobile moments on a channel where they will increasingly spend the majority of their digital time.

Long Term: Power Better Marketing Initiatives Beyond The Mobile Channel

Mobile is more than simply another digital channel. Marketing leaders should combine mobile data with other sources of customer intelligence to get a deeper understanding of customers, anticipate their expectations, and act on these insights to improve all marketing initiatives.

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The State Of Mobile Technology For Marketers

Thomas Husson

Marketers are in love with the latest mobile “shiny object” – and with technology acronyms – NFC, AR, LTE, BLE, RWD, QR. What’s more, hype questions abound: Will beacons replace NFC? Do you believe in HTML5 or should we develop a native app? Should we build an app for Apple Watch? But most of the time, these questions are irrelevant.

The reality is, marketers are increasingly using a variety of mobile tactics and technologies – but this use is rarely sophisticated and more often than not, does not match customer behaviors.

Sophistication of consumers’ use of smartphones is climbing — without consumers even noticing it. Mobile is simply part of our daily lives and, therefore, fundamentally changes customer expectations. With mobile traffic exploding, marketers are not only underserving their best customers by delivering a poor mobile experience, but risk losing their business altogether.

It’s time for marketers to start asking questions like how their core audience is using mobile, the value that mobile is adding throughout the customer lifecycle, the experience they want to transform, and the marketing objectives they have, to name a few. And only then, begin to align the right technologies.

If you want to know more about the gap between consumers’ and marketers’ use of mobile technologies, you can download our updated State Of Mobile Technology For Marketers report.

Australian Financial Services Get Going To Improve Digital Customer Experience

Clement Teo

I had the pleasure of conducting a Digital Maturity Assessment workshop with a colleague from Forrester Consulting for about 20 companies in Sydney recently. The majority of participants were from the Australian financial sector, with heavier representation from marketing departments than technology management. While the session was an abridged one intended to discuss, understand, and determine where the participants were on their digital business journey, it was productive and revealed that:

  • Participants knew what to do with digital business transformation, but struggled with howParticipants had started on the digital transformation journey, but needed to address cultural and organizational gaps to fully drive transformation. These issues include who owns the digital transformation agenda (does it sit with the CIO or CMO?), how to bridge the communication chasm between the CIO’s department and the lines of business, and how to measure results to drive transformation in a positive direction.
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The Bundle Begins To Crumble

Jim Nail

The past week has been big for the TV business, and the once indivisible bundle of networks that come in pay-TV subscriptions has begun to unravel:

  • ESPN and the NBA hinted that they would launch a streaming service that viewers could subscribe to without a cable, satellite, or telco pay-TV subscription. 
  • HBO wasn't so subtle -- They flat out announced they will launch a standalone HBO Go subscription in 2015.
  • CBS announced a new All Access product, offering current season series not available on other streaming services, plus a library of past episodes and shows.
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New Streaming Service From ESPN And The NBA Rumored: No Cable Subscription Required

Jim Nail

This morning, the NBA and ESPN are announcing terms of the renewal of their licensing contract. The numbers are huge, but that's not what caught my eye.

Early reports say that ESPN will launch a streaming service for live games — and viewers won't need a cable or satellite subscription to view them.

This is the first crack in the structure of the television business that has been in place for decades, in which the programmers and MVPDs (multichannel video programming distributors, aka cable, satellite, and telco companies) have a strong co-dependence and why today viewers must authenticate their cable/satellite/telco subscription in order to stream programming from the TV-everywhere app or network app.

Will other networks and programmers follow suit? Will more consumers cut the cord if they can now get their live sports content online?

Stay tuned for more details . . .

Update 11:45 eastern time. 

I just watched the video of the press conference. Adam Silver, commissioner of the NBA, and John Skipper, president of ESPN, both mentioned the new OTT service, but there are scant details and a promise for more later. Mr. Skipper down played the potential impact on pay TV, stating that "the preponderance of the deal is to invest in new products that go on pay TV . . . "and saying ". . . there is no contradiction in continuing to enhance and buttress the current system while building new businesses and new ways to reach fans. We think they are complementary."

Turner President David Levy emphasized that they retained TV-everywhere rights as well as NBA's digital properties, including NBATV, NBA.com, and League Pass, a service that streams games not broadcast.  

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As Tablet And Video Display Gains Momentum In Europe, Forrester Expects Online Display Revenues To Reach €11.9 Billion In 2019

Luca Paderni

This is a guest post by Samantha Merlivat, a researcher serving Marketing Leadership professionals.

Forrester’s Western European Online Display Advertising Forecast projects that online display advertising spend will rise at a CAGR of 10.3% between 2014 and 2019, jumping from €7.3 billion to €11.9billion. Two factors will account for the double-digit growth rate:

  • Mobile display will pick up quickly over the next five years, with tablet taking off full speed in virtually every European market. With their larger screen real estate and growing role in customers’ path to purchase, tablet-based ads will grow at a 40.5% CAGR over the period, attracting a third of total online display revenue by 2019.
  • Video and rich media formats are also growing strong. Video in particular will increase 20% annually over the next five years. Attracted by the higher opportunities for story-telling and building engagement, marketers will be willing to invest higher CPMs in these formats.
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Video Growth Drives Display Advertising Spending To $37.6 Billion In 2019

This is a guest post by Samantha Merlivat, a researcher serving Marketing Leadership professionals.

US online display advertising will grow from $19.8 billion in 2014 to $37.6 billion in 2019, at a compound annual growth rate of 13.7%. The offline ad market, in comparison, will grow at a modest 1% CAGR over the same period. Forrester just released the latest US Online Display Advertising Forecast report, which details why the online display industry will have video and mobile to thank for the double-digit growth rate:

  • Video advertising will represent nearly 55% of online display advertising revenue on desktop by 2019. Its growth will be cannibalizing primarily static display. Marketers’ preference for video and rich media reflects their new ambitions for online display: They are moving beyond the notion of display as a direct response tool, and starting to explore display as an engagement and branding tool.
  • Mobile ads will represent 39% of total online display in 2019 compared with 24% in 2014. Tablet display, in particular, will be a medium to be reckoned with in the future as it comes to play a greater role in customers’ path to purchase and in web-influenced shopping.
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How Software Ate The Advertising Industry

Jim Nail

With the Wall Street Journal declaring Ad Week "Programmatic Advertising Week" and Advertising Age's September 29 issue titled "Advertising Age of Automation," it's clear that adtech is all the rage.

This might be a good time for you, gentle reader, to revisit my report from this past February, How Software Is Eating Video Ads And, Soon, TV. (I adapted this title with a tip of the hat to Marc Andreessen!)

Invest In Analytics To Meet Your Mobile Objectives

Thomas Husson

A year ago, I blogged about the fact that the app economy was blurring the lines and opening up new opportunities, with a lot of new entrants in the mobile space, be it with mobile CRM and analytics, store analytics, dedicated gaming analytics, etc.

Since 2010, more than 40 companies have raised about $500 million in that space! Watch it closely – consolidation will continue, as evidenced recently by Yahoo’s acquisition of Flurry.

While a lot of innovation is happening on the supply-side, too many marketers have not defined the metrics they’ll use to measure the success of their mobile initiatives. Many lack the tools they need to deeply analyze traffic and behaviors to optimize their performance.

Fifty-seven percent of marketers we surveyed do not have defined mobile objectives. For those who do, goals are not necessarily clearly defined, prioritized, and quantified. Only 38% of marketers surveyed use a mobile analytics solution! Most marketers consider mobile as a loyalty channel: a way to improve customer engagement and increase satisfaction. Marketers must define precisely what they expect their customers to do on their mobile websites or mobile apps, and what actions they would like customers to take, before tracking progress. Too many marketers focus on traffic and app downloads rather than usage and time spent. While 30% of marketers surveyed consider increasing brand awareness as a key objective for their mobile initiatives, only 16% have defined it as a key metric to measure their success!

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