By Adweek Content Studio
What does it take for brands and agencies to succeed in the Engagement Economy, where everyone and everything is connected and data transforms and disrupts marketing?
We posed that question to top marketers at Adweek and Marketo’s The Future of Ad Tech at Marketing Nation Summit. What we heard were frank comments about the intersection of technology and marketing, which has created a world where it’s all about engaging with and understanding customers—not just marketing to them. Watch the video above for five takeaways from the conference, or check out some of the highlights below.
“The marketer, at the heart, has to consider the customer. And they have to think about the personalized experience for the customer and all touch points along the journey. It’s a not single ad, it’s not a single impression, it’s about the experience over the lifetime of that journey.” —Karen Steele, GVP of Corporate Marketing, Marketo
By Jessica Davies
Digital media advertising may still be dogged by issues like fraud, brand safety and dodgy measurement, but that’s not stopping the flow of ad dollars.
Digital advertising is expected to account for 77 cents of each new ad dollar in 2017, according to GroupM’s “Interaction 2017” report, out this week. Unsurprisingly, Google and Facebook are leading the pack. More than two-thirds of global ad spend growth from 2012 to 2016 came from those two companies.
In 2016, Google and Facebook swallowed 20 percent of the entire global media advertising pie, according to Zenith’s “Top Thirty Global Media Owners” report, also out this week.
By Andrew Sheridan
Analytics and reporting is in high demand, as data now plays an essential role in the decision-making process for many marketing leaders. This has created a constant need for more. More metrics, more ad-hoc reports, and more insights.
With the requests piling up, it’s easy to get stuck in a routine of churning out the reports needed to satisfy the minimum requirements. But great analysts are never happy delivering mediocre reporting. Sometimes you need to shakeup your analytics process to get you back to innovative and effective reporting.
To help you break out of your routine and drive better reporting and analytics, here are 3 opportunities to improve your marketing analytics process.
The most impactful opportunity to improve your marketing analytics process is also the easiest and the fastest of the three. It’s an opportunity to remove some of the complexity from the analytics process and potentially reduce your workload. All you have to do is ask:
How Will This Help Drive More Revenue?
This one simple question will help clarify the end goals, ensure the necessity of the analytics build-out, and help you understand the value of your efforts and the impact they’ll have on the bottom line.
By Max Willens
Publishers have their ups and downs with distribution platforms, but LinkedIn is having a moment, at least with business news outlets.
Since LinkedIn overhauled its news feed, added analytics tools for publishers and began testing a trending topics module, business-focused publishers have gotten traffic spikes from the platform, with some of them now drawing millions of readers every month. As for LinkedIn, it said engagement with its news feed is up 40 percent year over year.
Bloomberg has gotten 26 percent more traffic from LinkedIn in the past two months and is now a top-10 source of traffic, even though it’s cut the number of stories it distributes there by 90 percent, sharing only stories that are relevant to LinkedIn users, said Scott Havens, the global head of digital at Bloomberg. Previously, Bloomberg just used automated software to pipe hundreds of stories onto the platform, and it wasn’t even even a top-10 source of referral traffic. Havens declined to provide raw traffic numbers.
By Chuck Martin
Mobile commerce is not only in the hands of mobile shoppers.
Retailers increasingly are looking to personalize shopping experiences by tapping into mobile technology to help them identify their customers.
Identifying the customer and delivering a personalized experience is one of the top priorities of 70% of retailers, according to a new study by BRP Consulting.
More than half (57%) of retailers say customer mobile experience alignment via mobile app, website and responsive design is a top customer engagement priority and empowering associates with mobile tools is important for 46% or retailers.
The intent is to use mobile technology to identify the customer prior to checkout, sometimes even before they enter the store, to enable associates to assist and influence purchase decisions, according to the report.
By Laurie Sullivan
Speech analytics isn’t completely new, but an integration with machine-learning technology has enabled Marchex to build out a platform that enables marketers to visually analyze customer sentiment and a variety of interactions on phone calls to businesses.
Marchex Speech Analytics aims to help marketers optimize media spend by seeing a visual representation of the purchase funnel. It integrates with the company’s Omnichannel Analytics Cloud launched earlier this year.
The main purpose of the Marchex Speech Analytics platform is to analyze a variety of interactions such as lost opportunities, calls where the customer failed to complete the transaction, or high-intent calls to determine traffic sources driving sales.
Jason Flaks, senior director of speech analytics at Marchex, calls the analysis “training data” for chatbots and machine-learning technology, in addition to its intended use, which is to help brands optimize their media spend and better understand how campaigns perform through the feedback of consumers who interact with the company via phone calls.
By Marty Swant
Facebook continues to get closer to the 2 billion user milestone, reporting 1.94 billion users in the first three months of the year.
According to the company’s quarterly earnings released today, the company reported monthly user growth of 17 percent year over year. Total daily active users also increased to 1.28 billion, up 18 percent over the same period in 2016.
The company also reported better-than-expected financial results with total revenue for the first quarter hitting $8.03 billion, up 49 percent from $5.39 billion in the first quarter of 2016. Advertising revenue grew 51 percent year over year to $7.86 billion, with mobile now accounting for 85 percent of total ad revenue. (During the first quarter of 2016, mobile ad revenue comprised 82 percent of the total.)