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Stuart O'Brien

Do you specialise in Digital Printing? We want to hear from you!
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Each month on Digital Marketing Briefing we’re shining the spotlight on different parts of the print and marketing sectors – and in April we’ll be focussing on Digital Printing services.

It’s all part of our ‘Recommended’ editorial feature, designed to help marketing industry professionals find the best products and services available today.

So, if you specialise in Digital Printing solutions and would like to be included as part of this exciting new shop window, we’d love to hear from you – for more info, contact Clair Wyld on c.wyld@forumevents.co.uk.

Here are the areas we’ll be covering, month by month:

Apr – Digital Printing
May – Social Media
Jun – Brand Monitoring
Jul -Web Analytics
Aug -Conversion Rate Optimisation
Sep -Digital Signage
Oct -Brochure Printing
Nov – Creative & Design
Dec – Online Strategy

Digital Marketing Solutions Summit: Claim your place today!
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We a complimentary place waiting for you at the virtual Digital Marketing Solutions Summit – Make sure you claim it today!

12th & 13th May 2021

Your complimentary pass includes; an itinerary of pre-arranged, online meetings, 1-2-1 access to innovative, budget-saving solution providers, live insightful webinars led by industry thought leaders plus pre-recorded webinars.

Confirm your reservation here.

Places are limited. This event is entirely free of charge.

Alternatively, contact us today for more information. I look forward to hearing from you.

IAB: 50% of marketers saw an increase in affiliate spend in 2020
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Many affiliate programmes saw high double and occasional treble digit growth in 2020, according to a new report from the IAB Affiliates & Partnerships Group.

With almost one in five brands and agencies spending more than £250k per month on their affiliate campaigns, the organisation says it’s clear that it’s a serious route to market.

However, Kevin Edwards, Global Strategy Director at AWIN and Chair at the IAB Affiliates & Partnerships Group, says growth has to be weighed against those brands who reduced their spend.

The travel sector remains an important one for the affiliate channel and the IAB remains hopeful that it will fire back in the second half of 2021, taking advantage of pent up consumer demand. It expects the most favoured affiliate business models – cashback and content sites – will be ready to support brands when that time comes.

Edwards says that digital marketing in general faces challenges in tackling the ability to track campaigns in the future, so offering clarity on the current state of play within the channel is vital: “Alongside demonstrating the value of affiliate marketing and ensuring transparency and trust are at the heart of what we do, this survey sets out a blueprint for future projects.

“The affiliate industry has a proud heritage of demonstrating its value to brands and agencies, and this survey helps guide our future strategy in proving why we should be front and centre of advertisers’ future marketing plans.”

You can download the report from the IAB website here.

Shift to subscriptions increases brand connections
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Subscription businesses have grown nearly six times faster than the S&P 500 over the last nine years, driven by an increase in consumer demand for the use of such services.

That’s according to  Zuora’s bi-annual Subscription Economy Index (SEI), which was conducted online by The Harris Poll among 13,626 adults across 12 countries.

It reveals the growing consumer preferences for use of subscription services over the ownership of physical products. Results found within the End of Ownership report include: 

  • Use of subscription services is growing. 78% of international adults currently have subscription services (significantly higher than 71% in 2018), and 75% believe that in the future, people will subscribe to more services and own less physical ‘stuff’. 
  • Subscriptions increase brand connection. Nearly two-thirds of subscribers (64%) feel more connected to companies with whom they have a direct subscription experience versus companies whose products they simply purchase as one-off transactions. 
  • Consumers want to pay for what they use. Nearly three-quarters of international adults (72%) would prefer the ability to pay for what they use, rather than just a flat fee. 
  • Convenience, cost savings, and variety are top subscription benefits. Convenience (42%) tops the list of benefits for subscribing to a product or service instead of owning it, followed by cost savings (35%) and variety (35%, up from 32% in 2018). 

As a result of this burgeoning consumer lifestyle trend, subscription businesses have grown. For the first time since its inception in January 2012, the SEI growth rate reached 437% growth as it analyzed the impact of subscription businesses by sector, comparing subscription businesses in Software as a Service (SaaS), Internet of Things (IoT), Manufacturing, Publishing, Media, Telecommunications, Education, Healthcare and Business Services to their respective S&P 500 Industry benchmarks. 

When looking only at the year 2020 the Subscribed Institute found that:

  • Subscription business revenue outpaced that of their product-based peers. Last year, revenues of subscription companies in the SEI grew 11.6%, while the S&P 500 sales declined -1.6%. In Q4 alone, subscription businesses experienced revenue growth at a rate of 21%, seven times faster than S&P 500 companies’ growth rate of 3%.
  • Revenue per subscriber surpassed the 2019 rate. Subscription businesses in Q4 2020 had an 18% average revenue per user rate, compared to 14% in Q4 2019. The increase indicates that subscription businesses in the SEI are deepening relationships with customers and delivering services that increase in value over time. 
  • Subscription companies in the SEI performed better compared to regional stock markets. In Q1 2020, lockdowns and other safety measures seemed to slow subscription revenue growth (in APAC, revenue even contracted), but when lockdowns returned in Q4, subscription revenue growth accelerated, indicating that subscription companies were effective in adapting their offerings quickly. 

“The time is now for companies to embrace the subscription business model,” said Amy Konary, Founder and Chair of The Subscribed Institute at Zuora. “Our bi-annual Subscription Economy Index suggests that brands can increase value to their customers through the on-going delivery of services when and where they’re needed.” 

Download the Subscription Economy Index and the End of Ownership reports.

Using emotion in advertising increases the sales of high-price and high-quality products
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The use of emotion in TV adverts increases sales of high-quality and high-priced products, according to new research by emlyon business school.

However, if you’re trying to increase the sales of a low-quality and low-priced product, informative adverts are more likely to be successful, say researchers.

The study, by Ivan Guitart, Associate Professor of Marketing, and his colleague Stefan Stremersch, Professor of Marketing at the Erasmus School of Economics, looked into how informational and emotional appeals in television adverts influence online search and sales. They found that the impact of these appeals depends on the price and quality of the product.

The authors analysed the volume of online search, sales, and the content and expenditure of more than 2,300 ads promoting 144 cars during a period of four years.

The findings reveal that for high-price and high-quality products, an increase in emotional content in adverts led to more sales and online searches than an increase in informational content.

In contrast, for low-price and low-quality products, the use of information in adverts was more effective at increasing sales than the use of emotions. However, this is at the expense of the number of online searches these products get.

If managers of low-quality products want to increase the volume of online search their products receive, they should design adverts with more emotional content.

Professor Guitart said: “Managers of low price and low-quality products need to decide whether they want to use high level of emotional content to increase online search at the expense of sales, or use high level of informational content to increase sales, at the expense of online searches.”

The researchers say increasing online searches is an important objective because the more consumers learn about products the more likely they are to talk about them and even purchase them.

The findings of the study give insights and advice for marketing managers in their advertising strategies. Marketing managers of high-quality and high-price product should appeal to emotions if they want their adverts to drive sales, while marketing managers of low-quality and low-price products should highlight the practical applications of their product in order to boost sales.

The study was published in the Journal of Marketing Research.

Join us VIRTUALLY at the Digital Marketing Solutions Summit
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We wanted to let you know that due to the recent government announcement, we have made the decision to make the Digital Marketing Solutions Summit VIRTUAL!

Date & Time: 12th & 13th May – 09:00-13:05
Location: Your living room/office

You can see how the event will run and an example of what your itinerary will look like here.

Your bespoke place is entirely free and includes benefits such as;

  • Prepare for every eventuality – We can build you a bespoke 1-2-1 itinerary of meetings with innovative and budget savings suppliers who match your requirements.
  • Gaining industry insight – Enjoy a series of topical webinars led by industry thought leaders.
  • Flexibility – Your attendance is flexible, you can either attend for one or both mornings.
  • Save time – We will handle everything for you, saving you time and money by arranging all the meetings for you based on your requirements.

Simply click here to secure your free pass or contact me via the details below for more information.

Tech and media giants collaborate on content trust & standards
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A group of influential technology and media companies has partnered to form the Coalition for Content Provenance and Authenticity (C2PA), a Joint Development Foundation project established to address the prevalence of disinformation, misinformation and online content fraud.

Founding members Adobe, Arm, BBC, Intel, Microsoft and Truepic seek to establish a standardized provenance solution with the goal of combating misleading content.

C2PA member organizations will work together to develop content provenance specifications for common asset types and formats to enable publishers, creators and consumers to trace the origin and evolution of a piece of media, including images, videos, audio and documents. These technical specifications will include defining what information is associated with each type of asset, how that information is presented and stored, and how evidence of tampering can be identified.

The C2PA’s open standard will give platforms a method to preserve and read provenance-based digital content. Because an open standard can be adopted by any online platform, it is critical to scaling trust across the internet. In addition to the inclusion of varied media types at scale, C2PA is driving an end-to-end provenance experience from the capturing device to the information consumer. Collaboration with chipmakers, news organizations, and software and platform companies is critical to facilitate a comprehensive provenance standard and drive broad adoption across the content ecosystem.

The formation of the C2PA brings together founding members of the Adobe-led Content Authenticity Initiative (CAI) and the Microsoft- and BBC-led Project Origin, unifying technical specifications under a single entity. The CAI is building a system to provide provenance and history for digital media, giving creators a tool to claim authorship and empowering consumers to evaluate whether what they are seeing is trustworthy. Project Origin has its roots in the production and distribution of news.

The effort has focused on tackling disinformation in the digital news ecosystem by attaching signals to a piece of content to demonstrate its integrity and making this information available to those using it. With the foundation of the C2PA, technical standards will be unified while these two entities continue to pursue adoption, prototyping and education within their respective communities.

The C2PA announcement builds on several recent advances in content provenance, including Project Origin’s efforts to develop a pipeline for signaling, certification and tracking the history of news content; the CAI’s first-ever end-to-end demonstration of provenance for captured media online; and Truepic’s development of the first native integration of hardware-secured photo capture smartphone technology.

Companies interested in joining the C2PA can apply through membership@c2pa.org.

Do you specialise in Email Marketing? We want to hear from you!
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Each month on Digital Marketing Briefing we’re shining the spotlight on different parts of the print and marketing sectors – and in March we’ll be focussing on Email Marketing services.

It’s all part of our ‘Recommended’ editorial feature, designed to help marketing industry professionals find the best products and services available today.

So, if you specialise in Email Marketing solutions and would like to be included as part of this exciting new shop window, we’d love to hear from you – for more info, contact Clair Wyld on c.wyld@forumevents.co.uk.

Here are the areas we’ll be covering, month by month:

Mar – Email Marketing
Apr – Digital Printing
May – Social Media
Jun – Brand Monitoring
Jul -Web Analytics
Aug -Conversion Rate Optimisation
Sep -Digital Signage
Oct -Brochure Printing
Nov – Creative & Design
Dec – Online Strategy

CALL FOR SPEAKERS! Would you like to talk at our marketing industry events?
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We’re looking for marketing industry thought-leaders to share their knowledge at the upcoming Digital Marketing Solutions Summit, which is taking place virtually on May 12th & 13th.

If you’re available on those dates, have an internet connection and would like to take part in this unmissable industry event, simply contact Clare Wyld on 01992 666 724 / c.wyld@forumevents.co.uk.

Alternatively, if you’re a marketing professional, the Digital Marketing Solutions Summit takes place virtually this May – will you be joining us?

The Summit allows you to connect with innovative and budget-saving suppliers, as well as learn about the latest insights within the eCommerce industry.

Your pass is entirely free and includes access to insightful webinars including “Grow like a Badass Unicorn“, in which Alice ter Haar, Founder & Chief Unicorn, Badass Unicorn, will teach you how to apply the growth strategies of the world’s most inspiring businesses.

This session is a whistle-stop self-awareness and self-empowerment tour where you’ll reconnect with the most important ingredient for personal and professional success – yourself.

The output? The self-awareness and motivation to take your potential by the (unicorn) horn by being your most badass self.

Confirm your place here via our online booking form – attendance options are flexible.

DMA begins Marketing apprenticeships drive
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DMA Talent is on a mission to increase the number of new apprenticeship opportunities for young people who want to start a career in data and marketing.

The DMA says apprenticeships should be an important part of recruitment into the industry. Alongside raising the profile of apprenticeships with young people, it says the industry needs to ensure apprentices have the right training in place to complement their jobs, that it is relevant and builds their skills and confidence.

As such DMA Talent has partnered with The JGA Group to deliver apprenticeships that reflect the needs of its members.

The JGA Group is an independent training provider focused on marketing and communications apprenticeships. In January 2021 86% of employers rated them ‘excellent’ or ‘good’ and their official retention rate is 89%. JGA provide quality and compliance and are rated ‘Good’ by Ofsted. Their tutors and coaches are not simply academics, but have current experience in marketing roles.

Promoting diversity is a key objective for the marketing sector. JGA strongly supports these principles and was named Training Provider of the Year in the 2020 BAME Apprenticeship Awards.

From March 2021, apprentices on JGA’s key marketing apprenticeships (which are listed at the bottom of this page) will be able to access IDM learning as part of their training, take IDM Awards and become Student Members of the DMA. This partnership will enable apprentices to enhance their ongoing professional development and gain additional industry qualifications. They can stay in touch with industry developments and benefit from the additional content and skills activities that DMA Talent provide during their apprenticeship.

Kate Burnett, General Manager of DMA Talent said of the partnership: “Our research into apprenticeships with members found one of the issues to be finding a good training provider to work with for their apprentice. JGA are specialists in marketing and communications apprenticeships and provide a great service for their clients. We’re hoping the partnership can really start to drive up the number of marketing apprenticeships.”

Richard Goodwin, Managing Director of The JGA Group added: “We have worked super hard to develop what we believe to be the deepest range of marketing and communications apprenticeships in the country, ranging from entry to managerial level. Our client list which stretches from Amazon to the House of Commons. It is amazing to be invited to partner with DMA Talent to make sure that many young people can access high quality marketing skills, knowledge and behaviours.”

To find out more about the apprenticeships JGA offer, please click here, or contact JGA’s John Riley.