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Digital Point-of-Sale Media Influences ConsumersA number of in-store factors influence US consumers when making consumer packaged goods (CPG) purchasing decisions. Thirty-nine percent are influenced by shopper loyalty programs and 34% are influenced by flyers; however, digital point-of sale media has a major impact on consumers' purchasing decisions, according to an eMarketer report. CPG brands use digital point-of-sale media such as in-store video to promote product benefits, qualities and health messages. The technology also allows CPG marketers to monitor data in real-time to track sales, analyze ROI and tweak messaging. Marketers hope to better connect with consumers and turn them into loyal brand users. Source: eMarketer; December 8, 2009 Labels: New Media, New Technology, ROI 0 comments. Click here to post comments. Where Have My Messages Gone?E-mail marketing is considered one of the most valuable assets of any marketing organization, and for good reason. ROI is generally much higher compared to other forms of online marketing. Yet despite success in most opt-in email-marketing programs, a large amount of messages are deflected due to anti-spam measures or junk folders. Below shows a graphical representation of the average inbox placement rate for e-mail in North America. Only 79.3% of messages ever make it to their intended recipient, while almost 21% is lost in cyberspace. On the B2B side of things, delivery of e-mail messages serves slightly worse, at only a 72.4% success rate. This may be a result of more advanced spam blockers and tighter restrictions in corporate environments.  Broken down by ISP, Gmail subscribers were the hardest to reach with a 23% failure rate. Other popular e-mail services such as Hotmail and MSN were not far behind at 20%, with Cox appearing to have highest delivery success rate.  E-mail marketers must be careful in applying best practices when creating and sending out marketing campaigns, in addition to checking the relevance to the recipient. Otherwise they may find the bulk of their announcements in a possible prospect's junk mail folder. Source: eMarketer, August 7, 2009 Labels: Business-to-Business, Email Marketing, ROI 0 comments. Click here to post comments. Trust Word-of-MouthNow, more than ever, trust is the top priority of consumers in the U.S. Last year only 10% of respondents believed advertisers were trustworthy, and as social media technologies create even more transparency this percentage has the potential to change dramatically.Word-of-mouth proves to be the most influential way for companies to market their brands since usually the most trusted source of information by consumers is recommendations from friends. Marketers should consider integrating word-of-mouth tactics across campaigns to allow positive feedback about their brand image to spread among friends virally.   Source: eMarketer, June 8, 2009Labels: Advertising Spending, Internet Behavior, Internet Demographics, Marketing Trends, ROI 0 comments. Click here to post comments. Online Advertising Still Working For Pharmaceuticals, Even As Sales SlowAccording to IMS Health's "US Pharmaceutical Market Performance Review." the sales growth of the US prescription drug market slowed from over 8% in 2006 to 2.8% in 2007, its lowest growth rate in decades.Despite, or possibly as a result of, this slowing growth, pharmaceutical marketers surveyed by Guideline-Med Ad News in March 2007 said that online ads were already more important to them than traditional media saying this trend would solidify through 2010.  A results-oriented medium, online marketing is becoming increasingly important to US marketers in tough economic times. The pharmaceutical industry represents one of many examples of this trend.Source: eMarketer Report, 2008 Labels: Advertising Spending, ROI 0 comments. Click here to post comments. Changing TimesThe biggest U.S. auto manufacturers are shifting their advertising budgets in the midst of tough times for revenue. Note the major shifts away from expensive, traditional media and towards accountable, data-driven, ROI-producing Internet advertising.  (Click image to enlarge)Source: TNS Media Intelligence Labels: Advertising Spending, ROI 0 comments. Click here to post comments. Email Site Advertising Dominates ROI Source: Nielsen Online, AdRelevance, 2008Labels: Marketing Trends, ROI 0 comments. Click here to post comments. Email Marketing ROI Expectations Source: Datran Media, January 2008Labels: Advertising Spending, Email Marketing, ROI 0 comments. Click here to post comments. |
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