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Showing posts from December 18, 2014

What Does The Future Hold For Marketers? 16 CMOs Share Their Predictions For 2015

What’s in store for marketers next year? To help prepare for 2015, we asked sixteen of today’s leading CMOs their predictions for the new year.
From Taco Bell CMO Chris Brandt who forecasts mobile’s ever expanding role in the consumer experience, to Salesforce Marketing Insight VP Jeff Rohrs’ prediction that 2015 will be the year of collaboration, marketers have much to look forward to during the next 12 months.
In the age of ubiquitous connectivity, mobility, and social media, CMOs and their C-Suite brethren can no longer afford to remain siloed in organizational towers.
While everyone would like a crystal ball to forecast the future, the following CMO insights very well may be the next best thing.
Top CMO Predictions for 2015

Chris Brandt, CMO, Taco Bell Corp.
In 2015, I believe that mobile will continue to elevate the consumer retail experience and will put more control in the hands of consumers—they will have access to brands, services and products where, when, and how they want it.

Do you see what I see: the road to 100% viewability

Getting 100% of anything seems like an impossible dream. The government takes a percentage of your paycheck. A percentage of that muffin ends up as crumbs on the plate. And people who say they’re giving you 100%. . . well, clearly it’s just an expression.
Still, ad buyers such as Unilever and Group M insist on 100% viewability for all of their digital ad units and back in November Conde Nast said they’re make it so. Really?
Today, the IAB chimed in on the subject with a clear message – “100% viewability is unreasonable” and marketers should happily settle for 70%. (To be clear, the Media Rating Council said it was unreasonable and the new IAB paper says they agree.)
I think the choice of the word “unreasonable” implies that 100% viewability is something marketers shouldn’t expect. But I don’t think that’s what they meant. I hope that’s not what they meant.
By asking for 100%, marketers are saying is that they don’t want to pay for impressions if no one is actually watching. For example, i…

Instagram Is Still Trouncing Twitter In Brand Engagement

Instagram’s surge past Twitter in active users — 300 million to 284 million — was big news last week, even sparking discussion about whether Instagram could eventually unseat Twitter as the top social news service.
That’s a battle that won’t be settled soon, but this week social analytics firm Socialbakers chimed in with a reminder to marketers that in terms of engagement Instagram is already blowing Twitter away.
Socialbakers compared the top 25 brands in Instagram engagement with the top 25 on Twitter and found per post engagement rates nearly 50 times higher on Instagram. Looking at three months of data ending December 9, the firm found that the average Instagram post for a major brand has a per fan engagement rate of 3.31% (counting likes and comments), whereas the top brands on Twitter are seeing a Twitter engagement rate of 0.07% per tweet, counting retweets, replies and favorites.

During the three month span, brands on the lists averaged 38 times more total interactions on Instagr…

E-Mail Study: Call It Black Friday Or Cyber Monday, But Don’t Use “Cyber Week”

Major retailers that sent out holiday e-mail marketing campaigns with the phrase “Cyber Week” in their subject lines got a proverbial lump of coal from consumers.
According to a Yesmail study, e-mails with that term in the subject line had an open rate that was at least two percent lower on average than e-mails that mentioned “Black Friday” or “Cyber Monday.”
Yesmail looked at 831 holiday e-mails in November from 29 major retailers including Dell, Best Buy, Apple and others. Of those brands, 21 sent e-mails with the word “Black” in the subject line and 19 used the word “Cyber.” But the e-mails that said “Cyber Week” rather than “Cyber Monday” were the ones that didn’t perform as well. Yesmail says that might be because “Cyber Week” doesn’t create a sense of shopping urgency.

Interestingly, more than a third of the email marketers we tracked (37%) used the term “Cyber week” in their subject lines. These types of campaigns had open rates at least 2% lower than the 12.07% average, with some…