The Value of Blending Email Marketing and Addressable Advertising

Based on a recent whitepaper by The Relevancy Group sponsored by Merkle, we will detail how email marketing can be utilized in addressable advertising. The research measures how marketers are approaching targeting and we will outline useful tactics.

Questions that we will answer on this webinar:
● How has the online customer experience changed to make addressable advertising more acceptable?
● What are the necessary tactics to blend CRM data with anonymous visitor information and make addressable advertising possible?
● What role does email marketing and marketing services play?
● What are the steps to improve the sophistication of utilizing email and CRM data with addressable advertising?
● What is the revenue upside to blending email marketing and addressable advertising?

Speakers:
• David Daniels, CEO & Founder – The Relevancy Group
• Jose Cebrian, Senior Vice President and General Manager of Email and Mobile – Merkle

Register today. All registrants will receive a recording of the webinar and a copy of the research report

Research Subscriber Series – 2018

The Relevancy Group Research Subscriber Series – The 2018 Offering

What is it? An annual subscription to our 2018 research The Relevancy Groupthat includes access to our back catalog of original hypothesis driven research.  The Research Subscriber Series includes our Relevancy Ring Buyer’s Guides, market landscapes, industry specific research and tactical advice that is based on case studies, executive and consumer surveys.  Each report comes with inquiry access to go one-on-one with the analyst(s) that authored and/or contributed to the research. We provide direct access to answers.

Company Wide Access: With an annual subscription to The Research Subscriber Series, you get company wide access to the latest and best thinking from The Relevancy Group (TRG). Topics cover Martech and Adtech strategies and tactics as well as provide detailed survey analysis of thousands of executives and consumers. $15,000.00 Annually.

Benefits of The Research Subscriber Series:

  • Inquiry access to our tenured TRG analysts.
  • Access to back catalog of research.
  • Company wide access to research.
  • Custom analysis of TRG survey data.
  • Exclusive access to quarterly trend webinars solely for research subscribers
  • Ability to purchase distribution rights to research papers and/or webinar sponsorship.

2018 Research Topics

  • Email Marketing, Customer Experience
  • Everychannel, Omnichannel Marketing
  • Madtech (Martech + Adtech)
  • Customer Data Platforms, Data Management, Data Onboarding (CDP, DMP)
  • Identity Management/Resolution
  • Personalization, Targeting and Retargeting
  • Machine Learning and Artificial Intelligence
  • Mobile
  • Video
  • Social
  • Automation, Campaign Management
  • Data Hygiene and Acquisition
  • Attribution and Analytics

Primary Industries Covered

  • Financial Services
  • Media/Publishing
  • Retail
  • Travel/Hospitality

2018 Report Titles

  • Consumer Email Marketing Trends
  • Consumer Mobile Marketing Trends
  • Consumer Social Marketing Trends
  • State of The Email Marketing Industry 2018
  • Email Marketing Forecast
  • ESP Buyer’s Guide
  • Email Agency Buyer’s Guide
  • Customer Data Platform Buyer’s Guide
  • Identity Management Buyer’s Guide
  • Personalization Machine Learning Buyer’s Guide
  • Analytics Buyer’s Guide
  • Video Platform Buyer’s Guide
  • Digital Agency Buyer’s Guide
  • Madtech Acquisition Trends
  • Email Marketing Acquisition Benchmark
  • State of Retail Marketing
  • State of Financial Services Marketing
  • State of Media/Publishing Marketing
  • State of Travel/Hospitality Marketing
  • Martech Innovators
  • Adtech Innovators
  • Mobile Apps Benchmark
  • State of Digital Video Advertising
  • State of Identity Management
  • People Based Marketing Benchmark
  • Everychannel Attribution, End of The Last Click
  • Advertising Trends in 2018
  • Social Marketing Innovators   *Titles subject to change

Who are the authors? The Relevancy Group is proud to have the most tenured research staff of any analyst/research firm in the industry. They are the best from Forrester Research, Jupiter Research, The IAB, NPD Group, eMarketer and App Annie. 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? $15,000 for 28 reports which is a 15% discount from buying them on a one off basis.  This provides enterprise level access, and is 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.

Subscribe today, contact us  or call 877.962.6886 for additional information.

The Marketer Quarterly Issue 15

Get The Latest Issue of The Marketer Quarterly

Free with registration get the latest edition of the digital magazine for marketers by marketers. This isssue includes an excerpt of The Relevancy Group’s Email Agency Buyer’s Guide, CMO Interviews and the latest on digital marketing trends. Additionally this issue covers:

  • Social Drives Honda Campaign
  • American Express Campaign Parodies Business Jargon
  • L’Eclisse Makeup Video Tutorials Showcases New Line

Register to get the a free subscription or download the MQ App and read it on all mobile platforms.The Marketer Quarterly

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

The Relevancy Group Expands with the Addition of Tenured Analysts

Boston, March 16 2017

The Relevancy Group, a leading market research and advisory firm, today announced the TRG Growsaddition of Ross Rubin and Joe Laszlo to its expanding business. Mr. Rubin and Mr. Laszlo bring a combined near 40 years of research and analyst experience to The Relevancy Group.

“I had the pleasure of collaborating with Ross and Joe when we worked together at Jupiter Research and am thrilled that we will be shaping the market with our research once again,” said David Daniels, CEO and Founder of The Relevancy Group (TRG).

Ross Rubin will serve as Director of Research Development. Ross will affect our research instruments as well as author syndicated and custom research. Ross has been a technology industry analyst for over 20 years. In 2012, he founded Reticle Research, focusing on research product development and innovation. Prior to this, he was Executive Director and Principal Analyst at The NPD Group, and Vice President and Chief Research Fellow at Jupiter Research (acquired by Forrester Research in 2008).

“As client technologies grow to play a larger role in digital marketing, I’m delighted to be working with David and The Relevancy Group to develop actionable research that defines thought leadership,” said Ross Rubin. Learn more about Ross.

Joe Laszlo will serve as Research Director and Principal Analyst, primarily covering the mashup of Adtech and Martech, which TRG refers to as Madtech.  Joe brings almost two decades of experience researching and advising companies on the evolution of digital media and marketing.  Prior to TRG, Joe spent almost nine years at the Interactive Advertising Bureau, where he most recently managed all of IAB’s committee-and-council-driven programs and served as Director of Research. Joe started his career in digital media in 1999 as an analyst at Jupiter Research.

“As innovation continues to transform advertising and marketing, I’m excited to help TRG’s clients navigate this fast-changing technology landscape, finding the best ways to reach customers and prospects, wherever and whenever they happen to be,” said Joe Laszlo. Learn more about Joe.

Additionally, Claire Gallagher another Jupiter Research and Forrester alum has joined The Relevancy Group as Business Development Manager. Claire brings over 10 years of consultative sales experience in the market research, media, and digital marketing industries. Learn more about Claire.

The Relevancy Group provides buyer’s guides and research reports via their Research Subscriber Series as well as a collection of sponsored white papers and webinars that can be downloaded for free with registration. TRG also publishes a digital magazine The Marketer Quarterly. Register to get a free subscription to The Marketer Quarterly online or via the MQ app for any iOS, Android and Amazon.

#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