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Stuart O'Brien

Digital Signage

Discover the future of digital signage this September
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Meet the solution providers you need at the Digital Signage & Interactive Solutions Summit.

It takes place on September 24th& 25th2018 at the Radisson Blu Hotel, London Stansted – and, as one of just 60 VIP guests, you can attend for FREE.

Click here to register today.

Your VIP place includes meetings with matched solution providers, networking opportunities and access to educational seminar sessions, hosted by industry thought leaders.

In his session Digital Retail: The Bottom Line, Beaver Group Managing Director Peter Critchley will frame the opportunities presented by technology for digital signage, interactivity and mobile apps, providing real insight into the importance and opportunities of the digital landscape, including:

  • How are successful retailers using digital signage?
  • What makes the difference?
  • How can you enhance the customer experience?
  • How can you add value to your customer?

To register your FREE place, click here.

For more information about attending as a delegate, contact Fraser McClean on f.mcclean@forumevents.co.uk, or call 01992 376727.

Alternatively, to find out how to attend as a solution provider, contact Katie Bolden at k.bolden@forumevents.co.uk, or call 01992 374093.

For more information, visit www.forumevents.co.uk/events/digital-signage-interactive-solutions-summit.

Print & Digital Innovations Summit

Join your industry peers at the Print & Digital Innovations Summit
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The leading B2B event for print and marketing professionals takes place this November in London – Make sure you register today!

As one of 60 VIP guests, you will be provided with a bespoke itinerary of face-to-face meetings with suppliers based on mutual interest. No hard sell, and no time wasted.

In addition:

· You’ll have the opportunity to attend insightful seminars and interactive workshops.
· You’ll be able to network with senior print and marketing professionals who share your challenges.
· You’ll enjoy full hospitality throughout, including lunch and refreshments

Taking place November 22nd at the Hilton London, Canary Wharf, the Print & Digital Innovations Summit provides a platform for new business connections – Register Today!

To secure a complimentary delegate place, call Emily Gallagher on 01992 374084 or email e.gallagher@forumevents.co.uk.

To attend as a supplier, call Sam Walker on 01992 374054 or email s.walker@forumevents.co.uk.

For more information, visit www.printinnovationssummit.co.uk.

Booking.com leads the big spenders for PPC in the travel sector
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A small group of online travel agents, including Booking.com, OnTheBeach.com and Trivago, dominated paid search in the first quarter of 2018.

Each of the aforementioned firms spent £7 million+ on search through Google (on the keywords monitored), with Booking.com splashing out almost £20 million, according to research by Kantar Media.

The study – which uses data from Kantar Media’s Digital Advertising Intelligence Solution, combining insights on both pay per click and organic search/display ad spend – also identified TripAdvisor as the clear leader when it came to organic search in the first three months of the year.

TripAdvisor saw over twice as many impressions and almost twice as many clicks as Lastminute.com, its nearest rival in the travel sector, with an estimated PPC value of over £120 million. Of the three biggest PPC spenders, only Booking.com features amongst the top six sites for organic search impressions.

Accommodation tops the keyword charts, but the battleground is for cheap holidays

‘Hotels’ was the keyword with the highest spend during the three-month period, with businesses spending an estimated total of £8,504,262, over seven times more than on the next most invested-in keyword, ‘air bnb’.

Booking.com in particular made huge investments in hotel related search terms. The site’s top ten keywords for both spend and estimated PPC value in organic impressions all contained the word ‘hotel’ or ‘booking’, accounting for a total spend of around £4.8 million.

Outside of accommodation, the key battleground for PPC in the travel sector is around low-cost breaks. ‘Cheapest holidays’, ‘cheap holidays’ and ‘cheapest flights’ all feature among the 20 most sought-after travel related keywords, accounting for almost £2 million in spend between January and March this year. 21 separate advertisers were spending on the keyword ‘cheapest holidays’ and 19 on ‘cheap holidays’, making them some of the most competitive keywords in the industry. In comparison, for all the spend on ‘hotels’, the keyword was only contested by 14 advertisers.

Richard Poustie, CEO, Kantar Media UK, commented: “Both search and display advertising are incredibly competitive in the travel sector, especially in the first quarter of the year, and this is reflected in the huge investments brands make in this space. It’s important, therefore, to remember that spend in itself is only one part of the campaign – if brands want to get a good return on their advertising investment, it is vital that there is consistency across their online search and display, and that their chosen search terms complement their display advertising.

“In such a competitive space, being able to see what competitors are investing in – across both search and display – and to understand why, will help businesses tailor their own advertising strategy in order to stand out from the crowd and to continue to attract consumer spend.”

Do you provide Brand Monitoring services? We want to hear from you!
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Each month on Digital Marketing Briefing we’ll be shining the spotlight on different parts of the print and marketing sectors – and in July we’ll be focussing on Brand Monitoring solutions.

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 Brand Monitoring 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 Lisa Carter on lisa.carter@mimrammedia.com.

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

July – Brand Monitoring

August – Web Analytics

September – Conversion Rate Optimisation

October – Lead Generation & Tracking

November – Brochure Printing

December – Creative & Design

For more information on any of the above topics, contact Lisa Carter on lisa.carter@mimrammedia.com.

RECOMMENDED: More2 retail marketing solutions
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We’re more2, a team of proven and experienced data-driven marketeers who help our clients make better decisions to grow faster.

We do this by putting customer-centric analytics at the centre of every decision they make. We partner with over 100 brands so have the deepest experience of what works. We combine strategic thinking with operational excellence powered by the world’s leading technology, to help you trade more intelligently.

We believe to be great, you have to be single-minded in your focus. Our focus is on growing retail businesses.

It’s all we do. It’s what we love.

Retailers of all types take advantage of our services. Small and large, online only and multi-channel, consumer and B2B, own brand and multi-brand retailer, international and domestic.

We are THE sector specialists.

Sound like your kind of people?

W: more2.com
E: grace.power@more2.com
T: 020 7803 3412

GUEST BLOG: The benefits of marketing effectively
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According to Google’s Car Purchasing UK Report in April 2017, car dealers invested £115.9 million into online display and direct mail marketing in 2016.     

Generally, car manufacturers have a generous marketing budget to hand, where other sectors may not. As online platforms increase their importance as an information source, securing online visibility can be costly. To investigate the worth of this investment, Audi dealership Vindis explores further…

Motor Industry

Over 82% of the UK’s over 18s have internet access, meaning more shoppers are choosing digital platforms to seek purchases, according to Google’s Drive To Decide Report (in association with TNS). These figures show that for car dealers to keep their head in the game, a digital transition is vital.

The report goes on to show a high volume of potential car buyers research online prior to purchase. 51% of buyers start their auto research online, with 41% of those using a search engine. To capture those shoppers beginning their research online, car dealers must think in terms of the customer’s micro moments of influence, which could include online display ads – one marketing method that currently occupies a significant proportion of car dealers’ marketing budgets.

With 11% of the total UK Digital Ad Spending Growth in 2017 coming from the motor industry (according to eMarketer), the motor industry is second only to the retail sector in terms of digital ad spending. The automotive industry is forecast to see a further 9.5% increase in ad spending in 2018.

The impact of digital presence leading to a secured deal is clear. 41% of shoppers who research online find their smartphone research ‘very valuable’. 60% said they were influenced by what they saw in the media, of which 22% were influenced by marketing promotions – proving online investment is working.

Digital marketing has already shifted from the fifth most popular method of marketing for the motor industry to the third most used. This is a 10.6% increase in expenditure for the platform in the last five years alone.

Utilities Industry

Comparison websites are becoming the go-to source for an increasing number of consumers when considering switching their utility suppliers. These websites could prove to be a vital, digital door for suppliers seeking customer retention and acquisition.

Where comparison websites are boosting their presence with TV marketing, utility suppliers must ensure they appear on those websites with the most appealing rates. The four largest comparison websites – Compare the Market, MoneySupermarket, Go Compare and Confused.com are among the top 100 highest spending advertisers in the UK, but does that marketing investment reflect on utility suppliers?

These comparison sites can be the catalyst for customers switching or choosing to stay.. If you don’t beat your competitors, then what is to stop your existing and potential new customers choosing your competitors over you?

Customer retention has already become a primary focus for British Gas, even over customer acquisition. Whilst the company recognise that this approach to marketing will be a slower process to yield measurable results, they firmly believe that retention will in turn lead to acquisition. The Gas company hope that by marketing a wider range of tailored products and services to their existing customers, they will be able to improve customer retention.

With a loyalty scheme set to be backed with an investment of £100 million, the company is showing how tending to their existing customers is a priority above looking for new customers.

Google’s Public Utilities Report in December 2017 showed that the utilities industry is attributed to 40% of searches and 45% of ad impressions on mobile devices. As mobile usage continues to soar, companies need to consider content created specifically for mobile users as they account for a large proportion of the market now.

Fashion Industry

The fashion industry has already seen a huge benefit to online presence, as online sales hit £16.2 billion in 2017. This figure is expected to continue to grow by a huge 79% by 2022. So where are fashion retailers investing their marketing budgets? Has online marketing become a priority?

According to the British Retail Consortium, 25% of all purchases in December 2017 were done online. ASOS experienced an 18% UK sales growth in the final four months of 2017, whilst Boohoo saw a 31% increase in sales throughout the same period.

Following hot on the heels of this success are big name brands such as Marks and Spencer, John Lewis and Next: these brands have already invested millions into their online marketing in order to establish a dominant presence and, in turn, a slice of the online shopping experience. John Lewis announced that 40% of its Christmas sales came from online shoppers, and whilst Next struggled to keep up with the sales growth of its competitors, it has announced it will invest £10 million into its online marketing and operations.

With so many shoppers opting for smartphone usage, footfall on the highstreet may be falling, but convenient online shopping is ever on the increase.

Over half of fashion marketers chose to add more to their influencer marketing last year, according to PMYB Influencer Marketing Agency. In fact, 75% of global fashion brands collaborate with social media influencers as part of their marketing strategy. Over a third of marketers believe influencer marketing to be more successful than traditional methods of advertising in 2017 – as 22% of customers are said to be acquired through influencer marketing.

Healthcare Industry

Due to its nature, the healthcare industry has to follow a different path when marketing. The same ROI methods that have been adopted by other sectors simply don’t work for the healthcare market. Despite nearly 74% of all healthcare marketing emails remaining unopened, you’ll be surprised to learn that email marketing is essential for the healthcare industry’s marketing strategy.

Email has undoubtedly become the primary means of communication for many, with around 2.5 million users. This means email marketing is targeting a large audience. For this reason, 62% of physicians and other healthcare providers prefer communication via email – and now that smartphone devices allow users to check their emails on their device, email marketing puts companies at the fingertips of their audience.

The value of online marketing for the healthcare industry is clear when one considers how many of us turn to Google for health questions. This could be attributed to the fact that many people turn to a search engine for medical answer before calling the GP. In fact, Pew Research Center data shows 77% of all health enquiries begin at a search engine – and 72% of total internet users say they’ve looked online for health information within the past year. Furthermore, 52% of smartphone users have used their device to look up the medical information they require. Statistics estimate that marketing spend for online marketing accounts for 35% of the overall budget.

Social media must also be considered. Whilst the healthcare industry is restricted to how they market their services and products, that doesn’t mean social media should be neglected. In fact, an effective social media campaign could be a crucial investment for organisations, with 41% of people choosing a healthcare provider based on their social media reputation! And the reason? The success of social campaigns is usually attributed to the fact audiences can engage with the content on familiar platforms.

The return on investment

Online marketing has proven to be essential across all sectors. With a clear increase in online demand in both sectors that is changing the purchase process, some game players could find themselves out of the game before it has even begun if they neglect digital. The utilities sector has the additional facet of comparison websites to consider. Without the correct marketing, advertising or listing on comparison sites, you could fall behind.

It’s expected that the average firm will spend at least 41% of their marketing budget in the form of online marketing in 2018, according to Webstrategies.com. This figure expected to grow to 45% by 2020. Social media advertising investments is expected to represent 25% of total online spending and search engine banner ads are also expected to grow significantly too – all presumably because of more mobile and online usage.

The worth of online marketing investment is clear. If mobile and online usage continues to grow year on year at the rate it has done in the past few years, we forecast the investment to be not only worthwhile, but essential.

Sources

https://pmyb.co.uk/global-fashion-company-influencer-marketing-budget/

https://www.prnewswire.com/news-releases/the-uk-clothing-market-2017-2022-300483862.html

http://uk.fashionnetwork.com/news/Online-is-key-focus-for-UK-fashion-retail-investment-in-2017,783787.html#.WrOjxOjFKUk

http://www.mobyaffiliates.com/blog/retail-accounts-for-14-2-of-digital-advertising-spending-in-the-uk-in-2017/

http://www.thisismoney.co.uk/money/bills/article-2933401/Energy-price-comparison-sites-spend-110m-annoying-adverts.html

http://www.thedrum.com/news/2017/03/28/british-gas-shifts-acquisition-retention-marketing-know-the-value-keeping-the-right

https://www.independent.co.uk/news/business/news/uk-companies-online-advertising-spend-10-billion-more-last-year-2016-pwc-a7678536.html

https://www.webstrategiesinc.com/blog/how-much-budget-for-online-marketing-in-2014

https://www.kunocreative.com/blog/healthcare-email-marketing

http://www.evariant.com/blog/10-campaign-best-practices-for-healthcare-marketers

https://getreferralmd.com/2015/02/7-medical-marketing-and-dental-media-strategies-that-really-work/

28% of media consumption will be by mobile internet in 2020
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24% of all media consumption across the world will be by mobile internet this year, with figures suggesting that by 2020 this number will increase to 28%, according to new data published in Zenith’s Media Consumption Forecasts 2018.

The figures show a dramatic increase in media consumption by mobile across the world, which was just 5% back in 2011, with mobile eroding the consumption of nearly all other media, including newspapers and magazines.

The report reveals that time spent reading traditional print media such as newspapers has fallen by over 45%, and 56% for magazines. However, those that have adapted to online have gained from what was lost in print readership.

The rise of mobile has directly influenced the way that brands now plan communications, focussing less on channels and more on consumer mind-set and behaviour.

TV and radio are also losing the battle against the rise of mobile, although not as dramatically as traditional print media, with the average time spent watching TV shrinking by 3% between 2011 and 2018, along with time spent listening to radio down by 8%.

Brands can now take advantage of the various boundaries that mobile offers through different channels, entertainment, news, information, research, communication and socialising building awareness with the ability of creating direct responses and one-to one communication.

Zenith says the rapid expansion of mobile internet use has increased the amount of time the average individual spends consuming media, by giving people access to essentially unlimited content almost everywhere, and at any time of the day. We estimate that the average person will spend 479 minutes a day consuming media this year, 12% more than in 2011. Zenith forecasts the total to reach 492 minutes a day in 2020.

“Under traditional definitions, all other media are losing out to the mobile internet,” said Jonathan Barnard, Zenith’s head of forecasting and director of global Intelligence. “But the truth is that the distinctions between media are becoming less important, and mobile technology offers publishers and brands more opportunities to reach consumers than ever.”

“Mobile technology is challenging brands to rethink how they communicate with consumers,” said Vittorio Bonori, Zenith’s global brand president. “Brands need to understand both the consumer’s mind-set and where they sit on the consumer journey, to determine how to communicate with them. By using data, ad tech and now artificial intelligence, brands can co-ordinate their communications across media and mind-sets to move them along the consumer journey most effectively.”

UK marketers ‘burying their heads in the sand’ on automation
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A new survey has revealed that low-level, repetitive tasks are stifling the flow of creative juices and operational efficiencies among UK marketers.

And yet a third are choosing not to do anything about it.

The Digital Work Report 2018, commissioned by Wrike, found 33 per cent of UK marketers say that automation is not something they are considering, while 34 per cent saying they do not believe it would give their company a competitive edge.

However, nearly all (98 per cent) who took part admitted some aspect of their work is repetitive or cognitively routine, with a quarter estimating as much as 61-80 per cent.

Crucially, the survey found over two-thirds (69 per cent) believe they could achieve more work if technology could take on repetitive tasks such as filing, copying information between systems and documenting action items from meetings – with a quarter saying as much as 50 per cent more if that was the case.

If they could win back some valuable time, marketers would choose to focus more on creative work (32 per cent), team management (26 per cent), developing strategic projects (21 per cent), time spent listening to customers (20 per cent) and creating a better work culture in the office (19 per cent).

The report found that the ability to be efficient is hampered by some of the processes in place in their organisations; 27 per cent felt work is done across too many systems, creating duplication of work and communications, for example.

While 48 per cent said they have a culture of operational excellence in place, whereby they constantly review and improve how they are doing things within their team and organisation, only 10 per cent scored their company’s ability to consistently deliver high-quality work on time with existing resources as ‘excellent’. 30 per cent of UK marketers say their company strives to improve processes but changes are just too slow.

“Traditionally marketers are at the cutting edge of technology trends when it comes to the work they deliver, but these results suggest they are not always finding time to practice what they preach,” said Andrew Filev, CEO and founder of Wrike.

“With ever-increasing pressure around delivery times, personalisation of products and predictability, the marketing craft is being slowly buried under a mountain of disparate processes that leave little time for adding real creative value. With business automation developing at pace, change management is becoming an increasingly important part of the role.”

Interestingly, 34 per cent of marketers said they believe that when it comes to flawless execution they could do a better job than their boss. Worryingly, out of frustration with a lack of operational efficiency, 32 per cent of marketers have searched for a new job.

Seminar

Print & Digital Innovations Summit – Secure your place today!
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The Print & Digital Innovations Summit is free for you to attend and matches you with suppliers who match your business requirements.

If that’s not incentive enough for you to register here are 4 more reasons…

· As one of our VIP guests, you will be provided with a bespoke itinerary of face-to-face meetings with suppliers based on mutual agreement. No hard sell, and no time wasted.
· You’ll have the opportunity to attend insightful seminars and interactive workshops.
· Network with 60+ other senior print and marketing professionals who share your challenges.
· Enjoy full hospitality throughout, including lunch and refreshments

Taking place November 22nd at the Hilton London, Canary Wharf, the Print & Digital Innovations Summit provides a platform for new business connections – Register Today!

To secure a complimentary delegate place, call Emily Gallagher on 01992 374084 or email e.gallagher@forumevents.co.uk.

To attend as a supplier, call Sam Walker on 01992 374054 or email s.walker@forumevents.co.uk.

For more information, visit www.printinnovationssummit.co.uk.

Digital Signage

Learn the real value of digital signage this September
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The Digital Signage & Interactive Solutions Summit is an industry event unlike any other you’ve attended.

It takes place on September 24th& 25th2018 at the Radisson Blu Hotel, London Stansted – and, as one of just 60 VIP guests, you can attend for FREE.

Click here to register today.

Your VIP place includes meetings with matched solution providers, networking opportunities and access to educational seminar sessions, hosted by industry thought leaders.

In his session Digital Retail: The Bottom Line, Beaver Group Managing Director Peter Critchley will frame the opportunities presented by technology for digital signage, interactivity and mobile apps, providing real insight into the importance and opportunities of the digital landscape, including:

  • How are successful retailers using digital signage?
  • What makes the difference?
  • How can you enhance the customer experience?
  • How can you add value to your customer?

To register your FREE place, click here.

For more information about attending as a delegate, contact Fraser McClean on f.mcclean@forumevents.co.uk, or call 01992 376727.

Alternatively, to find out how to attend as a solution provider, contact Katie Bolden at k.bolden@forumevents.co.uk, or call 01992 374093.

For more information, visit www.forumevents.co.uk/events/digital-signage-interactive-solutions-summit.