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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.

Sportstar Influencer tracks sports player social stats
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Filter Digital has launched an index for sports players that seeks to evaluate marketing value through a combination of social following, engagement metrics and team performance.

The platform – Sportstar Influencer – uses social, engagement, media, and sentiment datapoints to rate and rank sports players against each other, comparing them at a local, national and international level.

The launch of the platform includes the first public dataset – the Barclays Premier League. Providing an individual score for every single player in the league, and ranking both players and teams in order of their index score and their social following, the Influencer List shows where each player ranks against their peers and on each social network.

Filter says that by understanding how players rank against each other in their own sports, as well as across multiple sports, brands and sponsors can take better decisions over where they spend their budgets.

The SSI platform provides an opportunity for those with less internal resources to find sports players that match their requirements, or work with the team on more complex needs – such as understanding target demographics, real-time sentiment and media buzz.

Oliver Morrison, Filter Digital CEO, said: “Whilst working on a report for a client, it became clear that no single index existed for how influential sports players are, and how they compare to each other. Sportstar Influencer changes that, allowing brands to understand which players can provide the most effective return on investment for marketing spend.”

The Premier League is the first dataset available publicly, and for free. In June, the dataset for the World Cup 2018 in Russia will be launched, shortly followed by a move into tennis in July to coincide with Wimbledon.

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.

Print & Digital Innovations Summit

Register today for the Print & Digital Innovations Summit
By:
0

It’s free for you to attend and could help you reduce your budgets by matching you up with innovative 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

Register today for the Digital Signage & Interactive Solutions Summit
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The interactive customer experience event of the year takes place on September 24th& 25th in London, bringing advertising and marketing professionals together for one-to-one business meetings.

Throughout this two-day event delegates will meet with credible solution providers who will be able to talk through projects, concerns and obstacles, offering the best advice as well cost saving solutions.

Attendees will also learn about the latest digital signage trends in educational seminar sessions led by some of the industry’s leading lights.

Katie Bolden, Event Manager at Events, said: “As an advertising or marketing professional we know your time is precious, valuable and limited. You tell us who you want to meet. We handle all the details.

“Digital Signage & Interactive Solutions Summit is also a tremendous opportunity to learn new skills and network with peers – we look forward to welcoming everyone on the day.”

To secure a complimentary delegate place or to find out about attending as a supplier, contact Frazer McClean at f.mcclean@forumevents.co.uk, or call 01992 376727.

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

81% of UK marketers feel ready for GDPR, but their employers may not be
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GDPR awareness is at its highest level since 2016 and 81% of marketers feel prepared – although 7% say their employers still have no plan in place.

The deadline for Europe’s most significant overhaul of consumer data privacy laws is this coming Friday (May 25th) and the Digital Marketing Association (DMA) has published research that finds UK marketers’ confidence in their GDPR preparations is at an all-time high.

The report, ‘GDPR & You – Chapter 5’, found that 81% of marketers are confident in their understanding and preparedness for GDPR, having steadily grown from 49% since the DMA’s first survey in 2016.

However, one in five (20%) of marketers state that their employers are behind schedule and will not be ready to comply with GDPR by 25 May. Worse still, 7% state that their organisation do not have a plan in place for GDPR.

Although not being enforced until 25 May, the transition period for organisations to become GDPR compliant began two years ago, and the DMA says there is a growing belief that the benefits of the new regulations to consumers outweigh the disadvantages to businesses, with more than half (52%) of marketers believing this to be true.

“It is encouraging to see that GDPR awareness and preparedness is at an all-time high, with marketers increasingly optimistic about the benefits of the new legislation,” said Chris Combemale, CEO of the DMA. “GDPR is a fantastic opportunity for organisations to build consumer trust and highlight to their customers the benefits of sharing their data. Organisations should use it to build a culture within their business of putting the consumer first and improving their experience.”

68% of marketers believe their employer is either on track or ahead of schedule with GDPR compliance.

In response to the findings that one in four marketers’ (27%) believe their organisations are either behind schedule or without a plan, Combemale said: “While the Information Commissioner’s Office (ICO) has stated that they will be pragmatic before handing out penalties, these companies must show evidence that they are doing everything in their power to be ready. Otherwise they won’t just be receiving fines from the ICO; they could lose their customers’ trust and be at risk of security breaches, with the reputational damage posing a real threat to brand and share value.”

Over a quarter of marketers have received no specific training in GDPR

One of the biggest priorities for marketers and their organisations surrounding GDPR and highlighted in the report revolves around staff training – with a spike in the past six months in the percentage of marketers who feel they have received appropriate training for GDPR, up 21% from November 2017 to 54% in the latest survey.

But the DMA says it’s a concern that despite the complexities of GDPR compliance and its impact on how organisations communicate with customers, more than a quarter of marketers polled (27%) have had no specific training to date. 34% felt that more training was needed and approximately 68% believed training will help their organisation comply beyond the deadline.

Find full details on the report on the DMA website, here: https://dma.org.uk/article/gdpr-and-you-chapter-five