2019 Marketing and Martech Predictions

2019 Marketing and Martech Predictions

Join on us on 1/9/19 for a free webinar to hear The Relevancy Group discuss 2019 martech and marketing predictions as well as the best of 2018. Register and get a copy of the webinar recording. We will be discussing this research that was published in on 1/8/19. The following takes on what the industry can expect in 2019 are based on the briefings we took, data we generated, and analysis we conducted in 2018. We are extremely excited about the year ahead and believe that the following forces will drive improved efficacy and efficiency for marketers and enable more valuable and positive customer experiences.

Key Questions:

• What does The Relevancy Group expect from martech in 2019?
• Which technologies will most directly impact marketers in 2019?
• How will the adoption of key marketing tactics impact the customer experience in 2019?

Report Excerpt:
Marketers Will be Laser Focused on Driving Positive Customer Experiences
Marketers will focus on improving the quality of the customer experience by adopting individualized marketing. In 2019 marketers will meet the new opportunities of the velocity of marketing data. In 2019 we see meaningful AI/ML advancements for marketers that will create efficiency and reduce the need for production staff. Brands will continue their digital transformation journey, but more will rely on outside experts and embrace certification such as SOC 2. Identity matching will reach critical mass propelling advancements in relevancy, individualization and revenue optimization.

The Research: 4 pages, 1,314 words. Part of our Research Subscriber Series, Subscribe and Save | TRGSS2518 | Watch The Webinar.

Consumer Holiday Expectations Are In

Consumer Holiday Expectations Are In

By David Daniels, CEO and Founder – The Relevancy Group

This week we had our annual Consumer Holiday Behaviors and Attitudes Webinar which was as always was sponsored by Zeta Global. The event was full of data and featured excellent discussion and insight from Zeta’s Tim O’Leary.  You can watch the webinar on demand here.

Some of the interesting findings include:

  • Consumers utilize email every day, 89 percent of them are checking their email daily. Email remains our digital fingerprint and shows no sign of being replaced by other communication modalities.
  • Mobile dominance is increasing. Forty percent of consumers state that their primary email device is their mobile phone and 26 percent state that it is their primary online shipping device. Retailers must ensure that their messages and websites are optimized for mobile viewing.
  • Self-gifting is up year-over-year from $264 in 2017 to $279 in 2018. Retailers should be utilizing BOGO offers and messaging that encourages to be self-indulgent.
  • More consumers intend to shop on Cyber Monday. Eighteen percent report that they are going to do most of their holiday shopping on Cyber Monday which is up about ten percent from last year.
  • Women are more engaged on themed shopping days, nearly half of women state that they will do most of their shopping on Black Friday as opposed to 39 percent of men. Fourteen percent of women say they will do all their holiday shopping on Black Friday.
  • On average consumers will comparison shop across three sites; but 20 percent of consumers state that they don’t do any comparison shopping. On the webinar we discuss the reasons why that is, one of them being the impact of Amazon Prime as increasing spot for buyers to go to.

There are many more findings, tactics, and tips including how to leverage mobile real-time data to improve the customer experience.

Tune in and check out this wonderful webinar.

Wishing you success this holiday season!

All the best,

David

 

The Relevancy Group Releases Email Agency Buyer’s Guide, AI Market Spotlight Guide and Issue 19 of The Marketer Quarterly

The Relevancy Group Releases Email Agency Buyer’s Guide, AI Market Spotlight Guide and Issue 19 of The Marketer Quarterly

BOSTON – Nov. 5, 2018 — The Relevancy Group, a leading market research and advisory firm today released “The Relevancy Ring – Email Agency Buyer’s Guide.”  The research evaluates five email agencies that include BrightWave, DEG, Inbox Marketer, Trendline Interactive and Yes Marketing. Vendors are evaluated on customer satisfaction and services capabilities.

The company today also released “Artificial Intelligence Market Spotlight Guide” which analyzes the latest trends in the utilization of AI in marketing and spotlights four vendors that are delivering exciting AI innovations. The Relevancy Group highlights four leading vendors including Adobe, OneSpot, Return Path, and Selligent.

The Relevancy Ring – Email Agency Buyer’s Guide is available for $2495.00, Artificial Intelligence Market Spotlight Guide is available for $999 and both are included in The Relevancy Group’s research subscription that includes 38 reports annually.

The Relevancy Group will be hosting several upcoming webinars to discuss the findings. You can register for webinars at www.relevancygroup.com/events

An excerpt of this research is also included in issue 19 of The Marketer Quarterly, The Relevancy Group’s digital magazine. Register to get a free subscription to The Marketer Quarterly online or via the MQ app for any iOS, Android and Amazon. www.marketerquarterly.com

What do Consumers Want from Retailers This Holiday Season?

What do Consumers Want from Retailers This Holiday Season?

To better understand purchasing motivations, attitudes and behaviors, The Relevancy Group and Zeta Global are conducting a survey of 1,000 consumers in the U.S. We will be sharing these results and last-minute holiday recommendations on Wednesday 11/14 at 1 PM. Register for the webinar and get a link to a recording of the webinar that will be filled with data and recommendations.

Looking Back on 2017
In 2017 just 15 percent of consumers stated that they planned to spend more on holiday spending than they did in 2016 while 64 percent stated about the same as year over year. While the economy in 2018 is good, Chinese Import tariffs are raising prices at big-box retailers, i.e. Walmart, that rely on offshore goods. This likely won’t impact overall spending, but the consumer’s dollar may not go as far in 2018 as it did last year. In 2017 consumers under the age of 39 were more likely to spend more on holiday purchases a trend we expect that we will see again in 2018.

Consumers continue to shift their holiday spend online. Last year 56 percent of consumers stated they would do half or more of their holiday shopping online. Overall ten percent of consumers shop exclusively online, a trend we expect will grow to 12 to 14 percent in 2018. Last year consumers aged 27-53 are most likely to do the majority of their holiday shopping online.

Year-over-Year Consumers are consistent with their holiday shopping plan, with 29 percent already shopping for the holiday season. Eighteen percent start after Halloween and the majority start after Thanksgiving. Last year 20 percent stated they have no set plan. Half of women start their holiday shopping before Thanksgiving a trend that we expect to continue to see this year.

Holiday self-gifting was up year over year from 2016 to 2017 increasing from $243 to $264. We will likely see an increase again in 2018, but we don’t expect it to be as large in years past. This is likely because of the higher cost of products and the general impact of the dollar.

Next time we will look back on what motivates consumers to purchase and what opportunities exist for marketers this 2018 holiday season.

Join us on November 14, at 1 PM ET for the 2018 consumer holiday results.

Until next time,
David

Specialized Services: Email Marketing Agencies are Crushing It

MQ15_coverOver the past several weeks, we at TRG have been deep in the weeds researching our soon to be published 2018 Email Agency Buyer’s Guide, and this year’s participants include some of the absolute best and brightest in the space. Agencies in the guide this year include BrightWave, DEG, Inbox Marketer, Trendline Interactive, and Yes Marketing.

Our process includes detailed questionaries completed by each agency, ninety-minute demos during which agencies present their best work, and reference calls with a handful of clients which yield valuable customer satisfaction data. We are still working to synthesize and analyze the data, but what we’ve seen to date has been extremely impressive.

This year we invited agencies to show us their best stuff while maintaining a focus on three primary themes: strategy, data, and analysis/measurement. Like the competitors currently battling it out on the field for the pennant, these agencies have been going deep. The research will highlight how these agencies are driving home runs for their clients in the form of serious business value and positive customer experiences.

The research will be available for our Research Subscribers and direct purchase. Vendor profiles will be in the next issue of The Marketer Quarterly.

Digital Video Ad Spend to Rise 30%

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Digital video advertising spend is predicted to rise almost 30 percent to  $27.82 billion this year, according to new research from eMarketer.

Facebook is a leader in the video ad space, generating $6.81 billion or 24.5 percent share of all video ad spending in the U.S this year. According to the research, video ad spend makes up 30 percent of Facebook’s total revenue and the social network controls almost 87 percent of social network video ad spending in the U.S.

YouTube is expected to bring in $3.36 billion, which represents 11 percent of total U.S. digital video spend. This represents a 17.1 percent spike over last year for Google’s video giant. YouTube generates 73 percent of its ad revenues from video in the U.S.

Digital video ad spending represents about 25 percent of all U.S. digital ad spending.

 

Submit Your Best Marketing of 2018

Submit your best marketing and advertising efforts of 2018 and you may be recognized as The Marketer Quarterly Award winner in Issue 20 of The Marketer Quarterly (TMQ) digital magazine.

Submissions will be judged by analysts from The Relevancy Group in a quantifiable scorecard driven process. Submissions will be judged on a 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. Each entry is charged a fee of $250.00. 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. Winners will be recognized in Issue 20 of The Marketer Quarterly and will receive one lovely glass award for each entry won. Additional glass awards for clients or partners can be purchased after the winners have been announced.

The submission deadline is 11/2/18.  Submit your best today.

Submission Categories – 2018

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)
4. Best use of real-time data
5. Best Triggered Email (i.e. Browse abandon, abandon cart, re-targeting, alerts)
6. Best Offer (i.e. Coupons, daily deal, promotion)
7. Best Loyalty Member Email/Offer (i.e. Statements, offers, redemption)
8. Best Subject Line (i.e. Results oriented, your open/read rate has improved)
9. Best Display Ad
10. Best Retargeting (i.e. Display targeting, Social targeting)
11. Best Madtech/CDP Individualization (i.e. use of customer data for individualization marketing/advertising efforts, i.e. CDP utilization, Facebook Custom Audiences)
12. Best Social Marketing Campaign
13. Best Use of AI (use of AI across marketing disciplines, i.e. personalization, content generation, marketer efficiencies)
14. Best Cross-Channel Campaign (i.e. Coordinated marketing across channels)
15. Best Mobile Campaign (i.e. Utilization of mobile app, location, push messages, deep linking)

The submission deadline is 11/2/18.  Submit your best today.