Nestle Waters Direct, Inc. began its bottled water business in 1976; it currently has 29 facilities across North America. As prospective consumers were moving towards online marketing channels, Nestle Waters sought to update their marketing plan. The company decided to integrate digital mail and online technology for a multi-channel marketing approach. The result was increased phone orders and a significant increase in customers who clicked through to the company’s acquisition web page.
For digital and mobile marketers, failing to analyze mobile marketing risk will result in missed opportunity and/or unacceptable risk to the business. Risk management is a mature discipline that can be applied to determine how much mobile marketing risk is acceptable.
The Print Campaign Analysis, a “meta-analysis “ conducted by Millward Brown, an authority in the assessment of advertising impact, examined nearly 100 ad effectiveness studies that the advertisers themselves had originally commissioned. Millward Brown’s report finds that print advertising results in the greatest increases in persuasion metrics—brand favorability and purchase intent—compared to other platforms.
The Digital Age transformed the way many businesses advertise, and while mail has maintained its market share thus far, the Postal Service should innovate to remain a competitive advertising medium.
The OIG identified two opportunities for the Postal Service to modernize its advertising mail offerings: integrating digital technologies with advertising mail and developing online platforms for small businesses.
Advertising campaigns must now compete more than ever for consumers’ attention, as people are exposed every day to countless ads found just about everywhere, including in their mailbox. To give consumers of all ages advertising messages that are relevant, interesting, and dynamic, mailers can incorporate a number of innovations into their mail pieces.
The report “Familiarity, Frequency and Fine Lines”, based on a Research Now survey of over 1,600 people aged 20 to 60, reveals that ads seen multiple times are 40% more likely to be received positively if they’re served on a website related to the ad content (e.g. a hotel ad appearing on a holiday website).
For example, if people see an ad up to 3 times, they’re 66% more likely to think it’s clever if it’s on a related site than one unrelated. If seen 4-5 times, they’re 33% less likely to be angry if it’s on a relevant site.
This research in support of the IAB Global Research Initiative aims to explore and understand the similarities and differences in consumer purchase and payment activities that take place on mobile devices across 19 countries that participated in the study. This research will support the IAB’s continued thought leadership efforts around global mobile trends.
Direct messaging options have proliferated for marketers, expanding from traditional mail and
telemarketing to now include myriad digital channels like email, social media, SMS, and mobile app
push notifications. But while digital messaging has converged on consumer devices, most interactive
marketers are still stuck in a siloed, channel-based approach to messaging. To meet user expectations
and create business value, shift to customer-focused integrated messaging. This report will help
Companies with a strong mobile user base are going public and being acquired for astounding valuations. Some have no revenue, and you likely haven't heard of most of these companies. You are probably asking, "What am I missing?" A handful of apps globally have cracked the code on engaging consumers on mobile devices. These apps are evolving into platforms that dominate minutes of use. And you are probably asking, "Why should I care?" As an eBusiness professional, you should care about third-party entities that have greater access to your customers than you do.
We recently published the Forrester Research Social Media Forecast, 2014 To 2019 (US). This report discusses how the mobile channel (which includes smartphones and tablets) will be a catalyst for the growth of social advertising spending.