marketing trends 2015

Transcription

1 marketing trends 2015 Thursday 16 April DigitasLBi, London WIFI: DigitasLBiPublic pass: #dma Sponsored by

2 Welcome from the Chair Skip Fidura, Client Services #dma Sponsored by

3 trends 2014 Research results Oyindamola Asekun, Research Gerry Weatherley, Head of #dma Sponsored by

4 Client Research Results Oyindamola Research Manager, DMA UK Gerry Head of Operations, Clickwork7

5 Knowledge is the eye of desire and can become the pilot of the soul. - Will Durant

6 Say Ok Noodle Are you ready to benchmark? Listening

7 vare you ready to benchmark? Sit back for the sitrep on marketing trends A tri-force of the Benchmarking Hub Loads of addresses = An emphasis on data quality 67% B2C respondents 20% more than last years Almost half of the respondents were interested in showing up today Hello Anonymous! Survey conducted online between October December 2014 with DMA Members and Non-Members Circa 25 questions; reviewed to reflect current market

8 marketing is back to being ÜBER important for business strategies

9 v9 out of10 brands, say marketing is of great importance within their business strategically TOTES IMPORTANT MEH

10 va positive shift of 14% in perception following a dip in 2013, bringing importance back into the norm % 20% 40% 60% 80% 100% Unimportant Indifferent Important

11 vwhy the anomaly in last years results? Have newer marketing channels begun to erode s strategic importance? marketing is not dead but it s not the same? So, what is my strategy? Likes and tweets and selfies. Oh my!

12 Sending promotional s are a great way to make money

13 v We send s to make money! I mean to engage. More than a quarter of brands send s because they want to trigger a sale.

14 v However, marketers are aware of the need for Engagement with one in five (22%) naming it their primary objective Sales, 26% Other, 5% Brand awarenes s, 7% Retention, 11% Lead generation, 12% Engagement, 22% Acquisition, 16%

15 v Click-through and conversion rates remain the most popular metrics 100% 90% 80% 70% 60% 70% 60% 56% 50% 40% 30% 20% 10% 29% 19% 16% 8% 0% Click-through rates Conversion rates Open rates ROI Opt out rates Deliverability Other, please specify Key metrics used to evaluate effectiveness of marketing programmes

16 valmost 1in 5 companies are reporting an ROI of over % 10% 13% 10% 5% 2% 5% 5% 41 to to to 70 More than

17 Targeted campaigns Advanced tactics Increased expertise #effectiveness

18 vi ll have a Regular, with a side order of my purchase habits, please.

19 v 78% of marketers rate their company s competence in marketing as either intermediate or advanced, up from 70% last year. 49% 33% 38% 39% 32% 29% 22% 20% 2% 0% 3% 6% 8% 7% 12% None at all Only just started out Basic, still feeling our way Intermediate, comfortable with the essentials Advanced, would be able to take advantage of modern tools and tactics

20 ROI on the rise & budgets aren t holding back

21 v on roids! 2013 Avg. ROI for 1 spent Avg. ROI for 1 spent 38 Do you even ROI, bro?

22 vlooking forward, how would you expect your company's marketing budget to change over the next 12 months? Only 4% expect a decline in marketing budget. Over half think their budgets will increase in 2015

23 vwhat are the most significant challenges to your marketing programmes? Limited internal resource 34% 45% 11% Data degradation 8% 29% Lack of data 26% 36%

24 Trends reflect a positive outlook and a need for focus on data quality

25 vdelivery, conversion, open and click-through rates have all increased. Unsubscribe rates remain unchanged. Delivery rates Conversion rates Open rates Click through rates Delivery rates Conversion rates Open rates Click-through rates Previously Next time

26 v Data degradation is the fastest growing barrier to effective marketing while data availability is less of a concern. Limited internal resource 34% 45% Data degradation 8% 29% Lack of data 26% 36%

27 Trends to watch out for

28

29 UNSUBSCRIBE: The death of ? Jen Young, Business Director, Kitcatt Ben Golik, Executive Creative Director, #dma Sponsored by

30 Taking personalisation to a new level John Perkins, Managing #dma Sponsored by

31 Panel discussion Gerry Weatherley, Head of Ben Golik, Executive Creative Director, John Perkins, Managing Adam Williams, Managing Director, DBS Data #dma Sponsored by

32 Summary & closing comments Skip Fidura, Client Services #dma Sponsored by