Our 20th issue of the Marketer Quarterly is now live!
The issue features our fourth annual 2018 awards, which highlights some of the best marketing of the year. We are pleased to profile work from 23 leading brands.
The issue also includes A Day in the Life of TrueBlue CMO Maggie Lower and an interview with Macy’s Group Vice President of Marketing Strategy Abigail James.
Explore Williams-Sonoma’s Peppermint Bark anniversary campaign and how Macy’s is using Instagram, among other deep dives.
The issue is free with registration.
Webinar: 2018 Email Agency Buyer’s Guide Review
Join us on Wednesday 11/28/18 at 1 PM for results of our 2018 Email Agency Buyer’s Guide. During this sixty minute session, principals from The Relevancy Group will review data from the recently published 2018 Email Agency Buyer’s Guide – exploring the methodology, the participants, and digging into the specific attributes that differentiate these agencies from their peers.
Attend this webinar to explore and discuss:
• Key trends driving agency adoption
• Which email agencies excel in which areas
• How brands and marketers are leveraging email agencies to maximum benefit
• Top challenges and considerations when selecting an agency
• David Daniels, CEO & Founder – The Relevancy Group
• Nicholas Einstein, VP of Research – The Relevancy Group
Register and get a recording of the webinar.
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,
The State of Personalization
Which industries are embracing personalization and what are they spending to do so? I recently authored four reports that dive into how B-to-B, ecommerce/Retail, Financial Services, and Travel/Hospitality marketers are embracing personalization.
Part of our Relevancy.AI Research Subscription, these reports provide insight into the state of personalization including the aspirations, budgets, and tactics of these marketers.
This collection of industry insights offer benchmark data for those marketers in these key industries and a valuable perspective for vendors that offer personalization technologies.
Across industries, one thing is clear; personalization works and more marketers across industries need to advance their targeting tactics to capture and convince prospects and clients alike.
If you are a subscriber to our research, you get these four reports. Ask us about how to become a subscriber. All of the reports are available for one-off purchases.
Coca-Cola is putting Coke Zero as the star in its U.K. holiday campaign “Holidays are Coming,” a new direction for the effort which is usually focused on the classic product.
The effort includes a partnership with Snapchat and LadBible, a move to reach a younger demographic.
The campaign includes a Snapchat lens that explores how “Holidays are Coming” became so iconic. The lens features branded content from hip publisher LADbible.
The brand is also running its first-ever on-pack promotion at Capital’s Jingle Bell Ball, which will be supported through a social media effort.
In addition, the beverage maker has created a new limited-edition cinnamon flavor Coke Zero. Coca-Cola has made the Oxford Circus Underground station in London “cinnamon-scented” to get consumers to experience the flavor first hand.
Last week, David blogged about our upcoming webinar with Zeta Global during which we’ll be digging into our 2018 consumer survey data and highlighting buying patterns, attitudes, and behaviors. It’s going to be an excellent session – we’ll go deep and wide – but I wanted to take this opportunity to highlight a single data point that all marketers need to be mindful of, especially during the holidays: message frequency.
Many consumers do not appreciate the increased volumes of irrelevant email they receive over the holidays, especially as more consumers engage with their email predominantly through their mobile device. Over half the consumers we surveyed reported that they received messages from brands at too fast a cadence and 36% said that the messages they received were not relevant and thus irritating. Twenty-three percent reported that messages they received on their phones weren’t formatted optimally for the small screen, which is surprising to me and concerning, to say the least.
Tune in next week to get the full picture and our take, but until then, send smart: manage your message cadence carefully and ensure the content you share is engaging and driving positive customer experiences – this holiday more users are going to be on devices and reaching for wallets after they’ve reached for their phone.