Enter The Marketer Quarterly 2017 Marketing Awards

Submit your best marketing and advertising efforts of 2017 and you may be recognized as The Marketer Quarterly Award winner in Issue 16 of The Marketer Quarterly (TMQ) digital magazine, a magazine by marketers for marketers.

Submissions will be judged by the market analysts and consultants from The Relevancy Group in a quantifiable scorecard driven process. Submissions will be judged on variety of attributes including relevance, utilization of data, creative, strategy and results among other category specific characteristics.

You can submit to more than one category. To do so, you will need to fill out this form multiple times, one for each category you want to enter. Each submission is subject to an entry fee.

Each entry fees is $225.00
Upon submitting this form, you will be asked to enter a valid credit card for processing.

Each category will have at least one winner, however some categories may have industry winners, i.e. travel, retail, etc. TMQ AwardsWinners will be recognized in Issue 16 of The Marketer Quarterly and will receive one lovely glass award for each entry won. Additional glass awards for clients or partners can purchased after the winners have been announced.

The submission deadline is 11/17/17.

Submission Categories – Email Marketing Awards 2017
1. Best Newsletter
2. Best Welcome Email/Email Series (i.e. Onboarding, lifecycle messages to convert actions)
3. Most Innovative Email (i.e. Utilization of video, animation, real-time data, location data)
4. Best Triggered Email (i.e. Browse abandon, abandon cart, re-targeting, alerts)
5. Best Offer (i.e. Coupons, daily deal, promotion)
6. Best Loyalty Member Email/Offer (i.e. Statements, offers, redemption)
7. Best Subject Line (i.e. Results oriented, your open/read rate has improved)

Submission Categories – Digital Marketing and Advertising Awards 2017
8. Best Display Ad
9. Best Retargeting (i.e. Display targeting)
10. Best Madtech (i.e. use of CRM data in advertising efforts, i.e. Facebook Custom Audiences)
11. Best Social Marketing Campaign
12. Best Use of Video (i.e. YouTube, or general usage of Video in advertising)
13. Best Cross-Channel Campaign (i.e. Coordinated marketing across channels)
14. Best Mobile Campaign (i.e. Utilization of mobile app, location, push messages, deep linking)

Entries are closed for 2017.

A Week With Adobe

I had a great week at Adobe Summit, where I was joined by 12,000 marketing executives.  Summit The theme this year was Experience.  Adobe pointed out that businesses that are experience driven have higher net promoter scores and revenue than those that do not have an experience focus.  They defined Experience as the sum total of interactions with a brand. This aligns with The Relevancy Group research, most particularly findings in our latest consumer research, Handle with Care – Consumer Email Marketing Behaviors.

They went on to define an Experience business as one that 1) knows and respects the customer 2) speaks in one voice 3) the technology is transparent 4) is focused on customer delight

The big announcement was the introduction of Adobe Experience Cloud, an overarching cloud platform that ties together, their Creative, Document, Marketing, Analytics and Advertising Clouds.  This unifies the data structure, user interface and includes a number of enhancements to share information across the previously disparate clouds.

Machines Everywhere

They discussed the value of real-time data and their machine learning AI framework Sensei took center stage.  Almost every part of their clouds is now or will be benefiting from the Sensei framework. IBM had their event at the same time and similarly was discussing the same things their Watson tool, which TRG’s Nick Einstein writes about here.  Adobe Sensei is built into the platform, harvests data across the cloud, compares patterns; creativity, intelligence, content.  It also creates a virtual analyst, provides automated anomaly detection and alerting.  The Sensei demos were impressive. In one demo in store ads changed based on facial recognition, different offers were displayed based on gender. It was something out of the film The Minority Report.

More Adobe Summit announcements included:

  • New, Adobe Advertising Cloud, combines the Media Optimizer products along with recently-acquired TubeMogul offering.
  • Experience data model is a common language across their cloud and provides for an open ecosystem, utilizing Adobe I/O.
  • Adobe introduced Launch, their next gen tag management system, fast connections at the experience layer.  Launch, Adobe’s tag management partners include Facebook, Twitter, Zendesk and more, it offers fantastic reach.  This data will also feed into their Adobe Cross Device Co-Op  to enhance their Identity Management solution.
  • Adobe Cross Device Co-Op growth, Information on 850 million devices are now in the co-op which was announced at the 2016 Adobe summit. That is big year-over-year growth.
  • Adobe Analytics now includes a virtual analyst that can spot and analyze anomalies and bring audiences, behaviors & ad data together.  Lots of powerful analytics and insights in one place, on one canvas.  That’s impressive.  The text alerts for anomaly also provides likely root causes.  These are smart alerts and this is something that TRG has been advocating for some time.  It is great to see this in production.
  • Their Advertising Cloud is integrated with the rest of experience cloud, same measures and audiences for re-targeting and on stage, they suggested that they deliver higher match rates.
  • They demo’d ability to use first party customer data in a linear TV buying with one click.  This is a first and impressive.  While this has existed for digital and OTT TV, but never has linear TV buying been so easy to combine with first party data. The targeting potential is enormous.
  • New Marketing Cloud: Fluid experiences using fragments content. Snippets that can be used across screens and channels.  This should improve the marketer’s ability to test and create more personalized messages and experiences.
  • New to Marketing Cloud: Adobe Dreamweaver integrated into Adobe Campaign, one click content dropping, this is a big efficiency gain for email marketers.
  • Expanded Adobe and Microsoft partnership, including new integrations with Dynamics CRM, Azure and Power BI.

Sneaks

Their annual summit favorite, Sneaks did not disappoint.  Hosted by SNL’s Kate McKinnon it was an entertaining way for Adobe to sneak preview some of the items they currently have in development.  The item that seemed to capture everyone’s attention was the ability to inject advertising into VR experiences. Interesting stuff but, future forward for sure.

As always it was great to catch-up with the Adobe team, partners and mutual clients. Thanks to the Adobe AR and Marketing Cloud team for making me feel so welcome.

You can watch the Adobe keynotes and presentations here.

Until next time,

 

 

David

#RampUp 2017 – the Oscars of the Madtech World

By Peggy Reinders, Principal Analyst

The who’s who of the Madtech world attended Liveramp’s RampUp17 in San Francisco this week. When looking beyond the sea of blue sport coats and black sweaters, it was apparent that everyone was there. CEOs, CMOs, and VPs of Marketing from over 2000 premium brands, adtech vendors, media publishers, analysts, and industry trade organizations were in attendance. Even sales people with no conference badge were hanging out in the Fairmont Hotel lobby waiting to catch a glimpse, or better yet a meeting, with those top execs.  RampUp17 was the Oscars of the Madtech world! A premier event that brought together a glamorous network of players who all contribute in some way to our digital marketing ecosystem.

“Wow” is the leading exclamation used in Oscar speeches.  At RampUp17, “Identity” was the word.

Identity is the connective tissue that allows for coordinated customer experiences and can enable people-based marketing. As much as we love this ideal, after listening to the various sessions at RampUp17, it was evident that we still need to lay the groundwork for it to be understood.

At the end of the day, many Marketers are confused about Identity and how they should approach it within their organizations. There’s an opportunity for the industry to create a common language around Identity, as well as standards, similar to what we have for ad creative. This puts everyone, Marketers and vendors, on the same playing field.

In addition, Marketers can start tackling Identity with their own use cases. Every organization is unique so they should start with building enough of a customer Identity to generate the insights and engagement required for their business. For some, this may be resolving mobile device IDs and physical address.  For others, marrying cookie IDs with their CRM file may suffice.

The Relevancy Group did research on Identity Management methods and found that adoption is increasing.

Here’s to hoping that as we look back at the Best of 2017, the winner is Identity.

Peggy

Research Subscriber Series – 2017

The Relevancy Group Research Subscriber Series – The 2017 Offering

What is it? An annual subscription to our 2017 research The Relevancy Groupthat includes access to our back catalog of original hypothesis driven research.  Each coverage area will produce 12 original reports in 2017, which should not be confused with our sponsored research which is available for free with registration.  The Research Subscriber Series includes our Relevancy Ring Buyer’s Guides, market landscapes and tactical advice that is based on executive and consumer surveys as well as case studies.  Each report comes with 30 minutes of inquiry time allowing to go one-on-one with the analyst that authored and/or contributed to the research. We provide direct access to answers.

Who are the authors? The Relevancy Group is proud to have the most tenured research staff of any analyst/research firm in the industry. All of our analysts have at least 15 years of experience in their coverage area as a practitioner, industry analyst – or both. Learn more about our team.

What does it cost? Each coverage area is available for $5,000.00 which includes 12 new reports a year plus access to previous Research Subscriber Series from that coverage area. Purchase all three coverage areas and get 32 original research reports and analyst access for $15,000.00 dollars. This is a tremendous discount to purchasing our research on a one-off basis and a fantastic value for any organization seeking the latest analysis. As a former Jupiter Research and Forrester Research executive I also know it is the most affordable comprehensive apporach to delivering the best original research with the most tenured staff.

What are the coverage areas?  There are three distinct coverage areas, yet our analysts do collaborate to ensure that we have a consistent understanding of these disparate topics. The coverage area and research topics for each are as follows:

  • Email/Everychannel Marketing
  • Madtech, the marriage of Martech and Adtech
  • Social Marketing and Publishing

Email MarketingEmail/Everychannel Marketing 2017 Report List            *report titles subject to change

ORDER YOUR SUBSCRIPTION HERE, $5,000.00 Annually | Questions about this offering – ask us!

Get a  free example of a report from 2016 – ask us!

Report Title Month
Consumer Marketing Trends January
TRR ESP Buyers Guide 2017 February
State of Email Industry 2017 March
Email Acquisition Tactics April
Fast Marketing: A Real-Time Data Case Study May
Email Hygiene Vendor Landscape June
Best Practices Round-up 2017 July
2017 Martech Innovators August
TRR Email Agency Buyer’s Guide 2017 September
Machine Learning in Email Marketing October
Holiday Email Marketing Guide November
Adaptive Content Case Studies December


ORDER YOUR SUBSCRIPTION HERE
, $5,000.00 Annually | Questions about this offering – ask us!
Madtech (Martech+Adtech) 2017 Report List *report titles subject to change Identity Marketing       

Get a  free example of a report from 2016 – ask us!

 

Report Title Month
Emergence of Madtech 2017: How DMPs are Enabling People-Based Marketing January
Programmatic Advertising Trends in 2017 February
Mobile Identity Resolution March
People Based Marketing Trends 2017 April
Madtech, DMP Buyer’s Guide 2017 May
State of Identity Management 2017 June
Video Advertising Trends July
Madtech Services Landscape –  Best Practices to Selecting an Agency August
2017 Madtech Vendor Innovators September
Madtech Data – How First Party Data is Being Utilized October
Consumer Advertising Trends November
Beyond The Walled Garden – Growing a New Farm December

ORDER YOUR SUBSCRIPTION HERE, $5,000.00 Annually | Questions about this offering – ask us!Social Marketing and Publishing 2017 Report List *report titles subject to changeSocial Marketing     

Get a  free example of a report from 2016 – ask us!

 

Report Title Month
All About Attribution January
Consumer Social Trends February
Social Acquisition Advertising March
Snapchat – Marketing Guide & Tactics April
Facebook – Marketing Guide & Tactics May
Video Marketing Trends June
2017 Social Vendor Innovators July
Mobile App Marketing August
Social Publishing Landscape September
Customer Experience – Social Listening  Case Study October
Social Marketing Amid Fake News November
The New Paper – Social Publishing Case Study December

ORDER ALL THREE COVERAGE AREAS $15,000.00 annual subscription *report titles subject to change | Questions about this offering – ask us!

The Relevancy Group’s 2017 Marketing Predictions

The Relevancy Group’s 2017 Marketing Predictions

It is that time of year again, to focus in on what we at The Relevancy Group think marketers will be doing in 2017.  In no particular order we believe the following will be capturing the marketers’ attention.

  1. Mobile Drives Real-time Data and Location Utilization. One-third of marketers 2017 jahrtold us that utilizing real-time data was a top priority for them in 2016. We witnessed that adoption rise through the adoption of adaptive content vendors such as Power Inbox, Movable Ink, LiveClicker and the like. The mass utilization of mobile phones will also increase marketer’s application of real-time data such as location.  Sixty-two percent of US consumers are on their mobile phone every 3 hours or more frequently and overall one-third of consumers state their phone is their primary email device.  Utilization of location data to target marketing will increase in 2017.  Additionally email marketers will increase their utilization of universal linking to mobile apps via solutions such as Branch.
  2. Increased Utilization of AI and Machine Learning. Marketers will began to embrace and hug the machines. Artificial Intelligence (AI) is impacting personalization, with solutions that are leveraging customer behaviors to learn from them and predict the new best offers to present to customers.  In a Relevancy Group executive survey we found that 38% of marketers were already utilizing such machine driven Martech and another 33% stated that they plan to implement it in 2017.  We expect marketers to become more efficient and effective through the utilization of machine driven learning.
  3. The Rise of Madtech and People Based Marketing. At The Relevancy Group we refer to the collision of Martech and Adtech, Madtech. This allows for CRM-customer data to be utilized in advertising efforts to identify individuals across channels, and also taken anonymous unknown online profiles and make them known individuals.  This will give rise to People Based Marketing, the ability to effectively target consumers online and as an individual which will make online display advertising more effective and efficient.  In our 2016 research we were able to prove that marketers that were practicing People Based Marketing had double the online revenue than those that were not doing this.  We expect to see more rapid adoption of these Madtech tactics and strategies in 2017.
  4. Greater Use of Attribution and Flattening of Silos. One of the top five 2016 email marketer priorities was to increase the utilization of analytics and attribution. We believe that marketers will increase their utilization of attribution which will in part be driven by the utilization of Madtech and People Based Marketing.  Attribution will not only improve the accurate measurement of marketing programs but can also be an instrument to flatten the siloed marketing department. The majority of marketers’ state that their marketing department operates with no common goals and that channels operate independently.  We expect marketing organizations will begin to break down silos to deliver a consistent customer experience in the era of Madtech and People Based Marketing.

If you’d like to hear more of what The Relevancy Group’s CEO David Daniels has to say about 2016 and his 2017 predictions in greater detail listen to Episode 10 of Email Marketing Grave’s Podcast.

Wishing you Happy Holidays and all the best for 2017.

Best,

david

 

 

Web Summit Puts the Arena Rock in Tech: Inside Europe’s Biggest Web Conference

Web Summit Puts the Arena Rock in Tech: Inside Europe’s Biggest Web Conference

Dianna Dilwothby Dianna Dilworth

When you think of the Iberian Peninsula and digital conferences, one town comes to mind: Barcelona, home of the Mobile World Congress. But the government of Portugal didn’t get the memo. Lisbon is hosting the Web Summit this week for the first time (it’s previously been held in Dublin) and 53,000 plus people from 166 countries showed up.

Droves of Portuguese youth stood in lines wrapped around the FIL arena for hours on Monday night and it wasn’t to see Radiohead or Beach House. WebSummit LinesThey were lined up to hear politicians discuss economic policy and the role that technology will play in the future.
The prime minister of Portugal, the president of the United Nations and the mayor of Lisbon were among those that took to the stage to talk about the future role that technology will play in the global economy. (The live stream of the event drew one million viewers, according to conference organizer Paddy Cosgrave, founder/CEO of Web Summit).

The consensus on the stage: governments need to commit to creating the framework that opens the way for innovative technologies to succeed in all aspects of society. The Portuguese government is putting their money where their mouth is: Portuguese Prime Minister António Costa revealed a public fund of 200 million Euros designed to attract the best investors to help Portuguese start-ups become more global.

Web SummitBut tech innovation is not going to come over night in Europe where there are 28 different digital markets due to differing laws, unlike the US where there is one. Resistance to one true digital market is a problem for startups who can’t afford the cost of legal compliance issues against the big tech players, said José Manuel Barroso, Non-executive Chairman, Goldman Sachs International and former Prime Minister of Portugal and former president of the European Commission, arguing that European governments could do more to help.

To inspire European technology entrepreneurs, the conference programmers brought out the tech heavyweights and Hollywood actors. Leaders from Facebook, GE, Tinder, LINE Corporation, Reddit and even Hollywood actor/entrepreneur Joseph Gordon-Levitt
Director, Founder, hitRECord, took to the stage to talk about digital disruption.

Facebook- Web SimmitFacebook CTO Mike Schroepfer opened up the show with the first official keynote on Tuesday morning revealing the social network’s plans for the next 10 years. Facebook’s plans are centered around connectivity (for the 4.1 billion people on the planet that don’t currently have access to the Internet), artificial intelligence and virtual reality. Schroepfer discussed both the challenges and advances of machine learning and why robots are still a long way from being as intelligent as humans. He also showed some pretty impressive advances in virtual reality, like how Oculus and robotics combined are helping people that have lost the ability to walk, reactivate neurons that weren’t damaged so that they can walk again.
When it comes to advertising, leaders from the space discussed that while digital has disrupted transmission, storytelling is still at the core of all good messaging. Facebook CMO Gary Briggs said that while fundamentally you still have to get to the core of what the story is, the number of executions you have to build and how fast you have to build these iterations has changed. He also pointed out that today brands have the ability to target to much narrower audiences stressing the importance of knowing who you are talking to.

Maurice Levy Chairman & CEO, Publicis Groupe concurred that digital has changed the speed with which advertisers must work, and said that data is changing how advertisers understand their audiences. Still, he stressed that machines could never replace human creativity.

Amnesty International’s Secretary General, Salil Shetty, spoke about the importance of privacy Facebookin an ever more connected world. While he praised the advances of technology (the group used drones and crowd sourcing to help expose human rights violations in Darfur and they have also live streamed living conditions of Syrian refugees to help raise money, he also pointed out the dangers lack of privacy presents – dictators running the show and jailed journalists to name a few.

In a debate with Shetty, technologist Robert Scoble (who went glove to glove while outfitted in VR glasses) played devil’s advocate arguing that people will be willing to give up privacy in order to benefit from the bells and whistles that VR has to offer. He says people will be willing to let devices access their LinkedIn page so that you can see who people are on their VR glasses or contacts as you walk by them at a conference or give access to your camera so that you can see guided pathways to the bathrooms with the shortest lines in the baseball stadium and so that your hotdog can be delivered to you.
Whether we’ll be wearing VR gear while riding in self-driving cars to our offices that are half staffed with robots, remains to be seen. The startups that filled the massive halls might influence the direction it goes in, or they might not. What is clear is that Lisbon wants a piece of the tech business and they rolled out the red carpet to prove it. From Web Summit check in desks at the airport and billboards plastered throughout the city to parties in the Barrio Alto (whose hills will give any San Franciscan a run for their money) and packed subways and the news radio in the taxis, one thing was clear: everyone in Lisbon was abuzz about Web Summit.

billboard
“The is not the new Silicon Valley. This is Portugal,” read a billboard outside of the FIL, boasting nationwide broadband 400million Euro for co-investments with business angels and VCs, as well as tax benefits. “We rolled up our sleeves to take businesses global since the 16th century and we’re doing it again.”

The 2016 Marketer Quarterly Marketing Awards

TMQ AwardsThe 2016 Marketer Quarterly Marketing Awards

Submit your best marketing and advertising efforts of 2016 and you may be recognized as a TMQ Award winner in Issue 12 of The Marketer Quarterly (TMQ) digital magazine, a magazine by marketers for marketers.

Submissions will be judged by the market analysts and consultants from The Relevancy Group in a quantifiable scorecard driven process. Submissions will be judged on variety of attributes including relevance, utilization of data, creative, strategy among other category specific characteristics.

You can submit to more than one category. To do so, you will need to fill out this form multiple times, one for each category you want to enter. Each submission is subject to a $200.00 entry fee. Upon submitting this form, you will be asked to enter a valid credit card for processing.
Each category will have at least one winner, however some categories may have industry winners, i.e. travel, retail, etc. The submission deadline is 10/23/16.

Submission Categories – Email Marketing Awards 2016
1. Best Newsletter
2. Best Welcome Email/Email Series (i.e. Onboarding, lifecycle messages to convert actions)
3. Most Innovative Email (i.e. Utilization of video, animation, real-time data, location data)
4. Best Triggered Email (i.e. Browse abandon, abandon cart, re-targeting, alerts)
5. Best Offer (i.e. Coupons, daily deal, promotion)
6. Best Loyalty Member Email/Offer (i.e. Statements, offers, redemption)
7. Best Subject Line (i.e. Results oriented, your open/read rate has improved)

Submission Categories – Digital Marketing and Advertising Awards 2016
8. Best Display Ad
9. Best Retargeting (i.e. Display targeting)
10. Best Madtech (i.e. use of CRM data in advertising efforts, i.e. Facebook Custom Audiences)
11. Best Social Marketing Campaign
12. Best Use of Video (i.e. YouTube, or general usage of Video in advertising)
13. Best Cross-Channel Campaign (i.e. Coordinated marketing across channels)
14. Best Mobile Campaign (i.e. Utilization of mobile app, location, push messages, deep linking)

Submit Your Best Today