Our 21st issue of the Marketer Quarterly is now live!
The issue features an excerpt from our 2019 ESP Buyer’s Guide, which profiles many of the leading ESPs in the industry.
The issue also includes A Day in the Life of ANGI Services Allison Lowry and an interview with Boarding Pass NYC’s Mike Arnot.
Explore Visa’s new digital effort empowering women and how the United Way is using shocking imagery to grab attention and increase graduation rates.
The issue is free with registration.
Findings uncover a new era in marketer expectations for ESP’s
BOSTON – April 24, 2019 – PRLog — The Relevancy Group, a leading market research and advisory firm, today released “The Relevancy Ring – ESP Buyer’s Guide 2019, Enterprise Edition.” The Relevancy Ring offers a quantifiable measurement of nine leading enterprise-class Email/Everychannel Service Providers (ESPs) across three key themes most important to enterprise marketers. These are: Automation, Analysis/Attribution, and Real-time data.
The report combines data from a February 2019 executive survey of 406 email marketers and documented ESP demos related to three key themes. Additionally, the report contains information from vendor questionnaires, two-decades of TRG’s knowledge of the providers in this sector, one-on-one phone interviews with several of the marketers who use these tools and satisfaction data.
The findings indicate that the ESP industry is undergoing a significant shift in purpose and power. Evolving from Email Service Provider to Everychannel Provider, these solutions are now responsible for helping Companies achieve their five key priorities which the report found to be:
· Improving segmentation and targeting
· Utilize real-time data and streaming signals to automate targeting with AI
· Greater use of analytics to optimize our communications
· Improving response attribution
· Centralizing our customer data and making it actionable
“As demands to offer relevant customer experiences increase so does the volume and velocity of data, the need for providers to offer technology and expertise is not a nice to have, it is a must-have”, said David Daniels, CEO, Founder of The Relevancy Group. “Our sixth annual ESP Buyer’s guide dives deep into the offerings of the top nine leading Companies in this industry and matches their offering against client needs, concerns, and demands.”
There are some eye-opening insights including the revelation that some enterprise marketers are turning to hybrid ESPs and programmatic custom solutions, that enable every ESP and marketer to get a deeper understanding of where this industry is going. Additional findings delve into topics covering:
· The critical attributes Enterprise Marketers use to choose an ESP
· The impact of industry expertise in ESP selection
· The top ESP infrastructure features that drive purchase decisions
· Features and investments that make ESP’s valuable.
This new research evaluates nine enterprise EPSs (Email/Everychannel Service Providers) including Adobe, Bluecore, Cheetah Digital, iPost, MessageGears, Salesforce Marketing Cloud, Selligent Marketing Cloud, and Zeta Global. The Relevancy Group will host a free webinar on May 1, 1:00 EST which will cover highlights from the report, including market trends, marketer aspirations, challenges, and the most important features as well as considerations when selecting an ESP. You can register for the webinar here:https://register.gotowebinar.com/register/7591405808981150466?source=PR
The Relevancy Ring – ESP Buyer’s Guide, 2019 Enterprise Edition is available for purchase at $2495.00 and is included in The Relevancy Group’s Relevancy.AI Research Subscriber Series.
An excerpt of the research is also included in the forthcoming issue 21 of The Marketer Quarterly, the digital magazine, and app for marketers by marketers. Register to get a free subscription to The Marketer Quarterly online or via the MQ app for any iOS, Android, and Amazon.
About: Published on 3/26/19, The Relevancy Group analyzes the utilization of automation in email marketing. This research covers the adoption of basic email triggering but we focus on how automation can leverage real-time data to deliver relevant experiences, stream-based segmentation. Individuals desire personalized communications and we investigate how automation can be utilized to create efficiencies and deliver higher revenue.
• How are marketers embracing email automation?
• How does email automation transcend triggered mailings in 2019?
• What role does real-time data have in automation and does such an approach make a difference?
Report Excerpt: Automation Transcends Triggered Messages as More Email Marketers Turn to Site Targeting
Email Automation is more than simply triggering an email based on customer behavior or system action. Many ESPs have advanced to deliver solutions that leverage real-time data to personalize the customer experience at the individual level (see “The Relevancy Ring – ESP Buyer’s Guide 2018, Enterprise Edition”). Given these solution enhancements, marketers must think about email automation more broadly. Data indicates that they are. When asked about their top email marketing tactics, targeting email subscribers with online advertising was number two on their list. More than one-third of email marketers stated they are leveraging website behavior for targeting.
The Research: 7 pages, 4 graphics, 1809 words. Part of our Research Subscriber Series, Subscribe and Save | TRGRAI0819
The U.S. House of Representatives has voted to reinstate net neutrality rules, in a vote 232-190.
If the Save the Internet Act (HR 1644) is restored, it would bring back the 2015 Obama-era net neutrality order. Net neutrality prevents Internet service providers from intentionally blocking, slowing down traffic or charging premium prices for specific online content.
The Trump administration voted to repeal the rules in December 2017. This latest victory for open Internet proponents faces a tough road ahead. Senate Majority Leader Mitch McConnell said the bill will be “dead on arrival,” and President Trump has threatened to veto the bill if it does land on his desk.
The Relevancy Group releases new Research Report covering AI
BOSTON – April 4, 2019 – PRLog — Today, The Relevancy Group, a leading research and advisory firm released it’s latest research titled “Device Marketing: The impact of IoT, AI and AR on Marketing in 2019.” The report delves into the origins of using the Internet of Things (IoT) for to market to consumers, the evolution of this trends and the realities of the consolidation of device-marketing today.
David Daniels, Founder and CEO of The Relevancy Group said “Artificial Intelligence and the Internet of Things have been in the media frequently over the past few years. With our new research we dig into the use of the IoT, AI and AR, but go beyond usage to identify how Marketers are using these tools to crate time and process efficiencies to improve other areas of their business. I’m excited about the fresh approach this research offers.”
The research shows that the adoption of AI not only directly improves performance and the customer experience, but it also opens the door for reallocation of resources to improve other areas of performance as well. Some insights shared in the report include:
· When marketers were asked If they could save time by eliminating the manual processes (content selection, HTML development, proof testing, etc.) from the email operations by introducing AI, 87 percent said they would allocate their free time by prioritizing program planning expansion and strategy.
· The second priority for marketers using time savings from AI implementation is to create “a plan to focus more on data analysis.”
· The third priority that marketers said they would focus on, is subject line optimization.
· Segment refinement and list cleaning came in at a close fourth.
The full report can be purchased at http://www.relevancygroup.com/shop/device-marketing-the-impact-of-iot-ai-and-ar-on-marketing-in-2019
About The Relevancy Group:www.relevancygroup.com
Founded in 2010 and led by tenured industry analyst and marketer David Daniels, The Relevancy Group (TRG) provides market research and advisory services. Our tenured team are trusted advisors to leading technology vendors and familiar brands. The Relevancy Group delivers a series of original research, custom research, lead generation and advisory services. Our Relevancy Ring Buyer’s guides are highly sought after and have been proven to help marketers and vendors alike. We also publish the digital magazine for marketers by marketers, The Marketer Quarterly (http://www.marketerquarterly.com/). Free with registration online, and through the MQ apps (http://www.marketerquarterly.com/blog/introducing-the-marketer-quarterly-apps)on iTunes, Google Play and Amazon. Follow @TMQ_Magazine (https://twitter.com/TMQ_Magazine)
For 100 years Ansira has empowered relationship and channel marketers to deliver outstanding customer experiences. With decades of full-service agency experience, they deliver CRM, loyalty and vertically focused marketing automation solutions. Today they announced their acquisition of BrightWave, which will enrich their offering with email marketing and eCRM services expertise.
This acquisition changes BrightWave’s competitive set and extends their capabilities to deliver services in other channels such as print/direct marketing and scales their services resources to over 800 employees. BrightWave will continue to operate independently as its own brand but will enjoy faster scale and growth as a part of Ansira which is backed by Advent International, one of the most respected private equity investors.
It is important to recognize that this deal is all about email and the growth of that channel and BrightWave’s success growing their business and their event EiQ. This acquisition provides Ansira with the all-important email marketing services and provides them with access to the most effective and profitable marketing channel, email. The adoption of email marketing services has reached critical mass. The Relevancy Group February 2019 survey of 360 enterprise email marketers finds that up to 75 percent are utilizing some type of email services and that on average 40 percent are utilizing a dedicated email marketing agency – not their ESP – to deliver those services.
We congratulate Ansira and BrightWave, and we are excited to see how these two leaders integrate and continue to satisfy clients. We believe this signals a new email-focused agency roll-up that will be a trend within the martech sector in 2019.
Relevancy Group subscribers reach out to us at [email protected] to see what this means for your business and the industry.
Until next time,
Netflix is dissolving its global brand marketing team, according to a report in Adweek.
The report, which cited anonymous internal sources, revealed that the team worked generally in content and social media. The report did not reveal who would take over these marketing duties but did point out that the company is known to reshuffle its staff.
The news comes after Kelly Bennett, the company’s CMO of seven years, revealed plans to leave the company.
The streaming giant faces increased competition from the likes of Amazon Prime, Apple TV and Hulu.