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Latest Articles
...Social Media to become focus for marketers in 2010 25/02/2010Today Alterian (LSE: ALN) released the results of their seventh annual survey. The sample covered 1068 marketing professionals worldwide and found that 66 percent of respondents will be investing in Social Media Marketing (SMM) in the next 12 months. Of those investing in SMM 40 percent said they would be shifting more than a fifth of their traditional direct marketing budget towards funding their SMM activities. This supports other statistics from the survey which found that the majority of respondents (67 percent) feel social media is either ‘increasingly important’ or ‘critical to success’.
Commenting on the survey results Alterian CEO, David Eldridge, said, “2010 marks the start of the digital decade for marketing. Untargeted and irrelevant marketing techniques are now redundant and the results of this survey show many in the industry recognise this. The one thing to remember, however, is that investment in Social Media Marketing is futile without adequate measurement.”
The survey found more than a third (36 percent) of respondents are investing in social media monitoring and analysis tools. This is a significant percentage considering the maturity of the channel and reflects the growing understanding that a social media marketing strategy needs to be based on listening to customers and prospects and its ROI needs to be measured. Eldridge continues, “Without the adequate investment in listening and measurement tools it renders any anticipated investment in social media ineffectual. The key to an effective social media strategy is listening.”
The survey went further to explore the extent to which organisations integrate marketing technologies across their organisation. Almost half of respondents (42 percent) said they don’t incorporate clickstream and web analytics data into their customer and email database. “This is a worrying statistic as it shows many organisations are losing any advantage that this valuable actionable insight could give them” adds Eldridge.
The research also explored the importance of customer engagement and found that over half of respondents (51 percent) are placing a ‘fair’ or ‘significant’ amount of effort on moving from a campaign-centric direct marketing model towards multichannel customer engagement – in fact only 7 percent are making no effort at all. Eldridge concludes, “Engaging with customers is becoming paramount and the yardstick by which we measure those brands that survive and those that don’t. Marketers now need to appeal to the individual and engage with customers on a one-to-one basis. The easiest way to achieve this is by investing in Social Media Marketing and Social Media Monitoring, and by embracing the web.”
To obtain a copy of the full report of the Alterian Annual Survey results visit: http://www.alterian.com/resources/research.aspx
Copy and paste this link into your browser.
Colin Harper Head of Insight at the ISP commented - sucess will ultimately be measured by the number of new, loyal, users that companies generate. There is no doubt that a fusion of effective promotion techniques with this kind of approach gives a simple means of directly measuring impact.
Advancing Shopper Marketing - IGD report 16/02/10It has always been said that the ‘Customer is King’ and you may think it has never been more so than in the current trading environment.
The reality is that the customer still has a hugely important and influential role in any trading relationship, but in terms of absolute importance the shopper has succeeded to the throne.
Historically, when it came to suppliers executing their multi-million pound consumer brand marketing activities, investing directly in customers, and in particular the multiple grocery retailers had been an afterthought. There were a number of reasons for this, including:
* Marketing teams did not understand the benefit of a totally through-the-line campaign
* Poor in-store implementation
* Clear aisle and retailer-only POS policies
* Supplier reluctance to invest more money in what can be a very expensive sales channel
the IGD link is here
http://www.igd.com/index.asp?id=1&fid=1&sid=6&tid=36&cid=1424&ecid=2879&uid=david@dgeconsultancy.co.uk
Nielsen Say “Average Sales Increase Per Shown Product 14%" for POS TV 4/02/10Since the launch of POSTV’s Supermarket TV launched back in March 2008, dozens of top brands have advertised on the 1,200 or so screens that make up the network. The GREAT news though, applicable most probably across the retail sectors is that research from Nielsen indicates that the average sales increase for advertisers is 14%
Diana Niemer, Supermarket TV product manager told us “Positive reactions from entrepreneurs, shoppers, and advertisers actually already gave away that Supermarkt TV was a bull’s eye”
She added “It’s great that the figures from widely respected research firm Nielsen now bear this out. This isn’t only an enormous confirmation for us and the supermarket entrepreneurs. The twenty-five top brands that stuck out their necks to advertise on this relatively new medium have been rewarded for their trust in Supermarket TV and in POSTV”
Neilsen have stated that the average sales increase for advertisers on the network was 14% – with an increase of 25% for advertisers of sweets & snacks!
Some of the brands that have advertised on the network since launch include; Beneful, One, Gourmet Perle, Peijnenburg, Grolsch, John West, Yakult, Bifiene, Lay’s, Duyvis, Alpro Soya, Stegeman, Bonduelle, Beemster, Palm, Slankie, Knorr, Verkade, Douwe Egberts, Bolletje, Bon Bon Bloc, and Philadelphia.
Storecheck's Colin Harper commented "Interesting figures, but what matters most to the retailer (and should to the manufacturer) is the impact on the category, and not the product - sales increases for branded product should increase value in the category. If this was the case, then a much more compelling story is not being told". He added, "we analysed sales for the late lamented nAvanti network in Spar stores, and some campaigns very definitely had that impact. A win/win for manufacturers AND retailers".
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