#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

The Relevancy Group releases their new ESP Buyer’s Guide and Issue 13 of The Marketer Quarterly

Press Release

BOSTON, March 1, 2017 /PRNewswire/ — The Relevancy Group, a leading market research and advisory firm today released “The Relevancy Ring – ESP Buyer’s Guide, 2017.”  The research evaluates seven EPSs (Email Service Providers) that include Adestra, Epsilon Agility Harmony, Experian Marketing Services, IBM Marketing Cloud, MessageGears and Zeta Global.  Vendors are evaluated on customer satisfaction, product functionality, services capabilities, innovation and breadth. These seven vendors were all named market leaders this year with Zeta Global having the highest customer satisfaction and product functionality scores.

The massive 37 page report also provides details on every aspect of vendor selection and market analysis on email marketer trends as well as deep inspection of the platforms evaluated.

The Relevancy Group CEO and Founder, David Daniels said, “This is our fourth annual ESP Buyer’s Guide and I am very pleased that our clients and the market place continues to seek our insight on vendor selection as well as understand what is most important and challenging for marketers.”

Some of the research findings include:

  • The New ESP Has Arrived: It’s the “Everychannel Service Provider”
  • In 2017, 59 percent of enterprise marketers are utilizing SaaS/Hosted solutions, up from 41 percent in 2016.
  • Utilization of Analytical Services maintains the highest adoption at 64 percent.
  • For the third consecutive year ‘industry expertise’ has topped the vendor selection criteria.
  • Marketers seek reporting, analytics, deliverability tools and security/reliability in their ESP partners.

The Relevancy Ring – ESP Buyer’s Guide, 2017 is available for purchase at $2495.00, and is included in The Research Subscriber Services, that includes 12 reports on email marketing for $5,000.00 annually. http://www.relevancygroup.com/shop/the-relevancy-ring-esp-buyers-guide-2017

The Relevancy Group will be hosting a webinar on Wednesday March 8 [th] at 1PM ET to discuss the findings.  You can register for the webinar at www.relevancygroup.com/events

An excerpt of the research is also included in issue 13 of The Marketer Quarterly, The Relevancy Group’s digital magazine.  Issue 13 also includes interviews with the CMO’s of eBay and Rue21 as well as marketer intensive intel from leading brands including Campbell’s and Ikea. 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

PRLog ID: www.prlog.org/12623420

To view the original version on PR Newswire, visit:http://www.prnewswire.com/news-releases/the-relevancy-group-releases-their-new-esp-buyers-guide-and-issue-13-of-the-marketer-quarterly-300416200.html

SOURCE The Relevancy Group

Copyright (C) 2017 PR Newswire. All rights reserved

New Issue of The Marketer Quarterly

Issue 13 of The Marketer Quarterly is available with registration

This issue includes:
– An excerpt of TRG’s ESP Buyer’s Guide
– A day in the life of eBay’s CMO
– How Campbell’s Soup is using social
– Ikea talks about its American Dream
– Rue21 CMO’s digital trek
– 5 Steps to master mobile video
– 21st Century A&R Rules in the Music Business
– and much much more …

Get The Marketer Quarterly online or via The Apps.

Webinar on Consumer Email Marketing Behaviors

Webinar: Handle with Care: Consumer Email Marketing Behaviors

Join The Relevancy Group’s CEO & Founder David Daniels and VP of Research Nicholas Einstein on 2/22 at 1PM when they will take you through this latest research.

We wilWebinar Wednesdaysl Answer these key questions and more:
– Is email still a pervasive communication tool and if so are millennials utilizing it?
– On which devices is email consumed?
– What are the primary concerns for consumers when getting email marketing messages?
– What drives email marketing subscriptions and how many brands do consumers subscribe to?

We’ll talk relevance and what consumers love and hate about the email inbox and email marketing messages. This webinar is based upon new research from The Relevancy Group. Register today and get a copy of the webinar recording which contains new consumer data.

handle-with-care-email-consumer-behaviors

We Love Email

America Loves Email

In our recent research “Handle with Care: Consumer Email Marketing Behaviors” we found that US consumers across age groups love email and almost all of us use email daily.Heart shaped candies for Valentines Day

Join our free webinar on 2/22 at 1PM ET when we will present and discuss this research.  In the meantime, here is an excerpt of the report that demonstrates Americas affection for email.

America is Hooked on Email

The Relevancy Group surveyed 1,000 consumers in October 2016 and found that 93 percent of US consumers check their email daily with most accessing it multiple times days (Figure 1). Nearly a quarter of consumers are engaged with their email hourly or more frequently. There is little to no difference in email usage by gender or by age: everyone uses email (Figure 2). The notion that millennials (ages 18-34) do not utilize email is patently false. Data proves that email is not dying or being replaced. Email remains our digital fingerprint and is necessary to communicate, transact, bank and join any online community. It is doubtful that Bank of America will ever allow people to authenticate their account with a Snapchat handle. Email is here to stay. Email marketers should celebrate the fervent use of email, while approaching the channel with relevance since adoption breeds message overload.

TRG Research

Spread The Love

Spread the Love

By Peggy Reinders – Principal Analyst

Sweet Talk

It’s Valentine’s Day! The Holiday that I’m convinced was created by Hallmark way back when to sell more cards. Men and women everywhere will take time today to express their love to one another. Whether through red roses, heart shaped boxes of candy, Valentine’s cards at school, or the little boxes of conversation hearts, we all join in the celebration of love (or at least we should, if we know what’s good for our relationships). 😉

In the spirit of conversation hearts, I decided to share today what I love about our latest report findings from The Relevancy Group – “The Emergence of Madtech in 2017: How DMPs Enable People-Based Marketing”.

Be Mine –  Martech Be Mine. For the first time, we see early signs that using an Identity Management solution or a DMP can enhance marketing results (ie. email CTRs are higher). DMP and Identity Management results are usually tied to advertising or offline sales. This is a first, where we see results tied to Martech!

Valentine candy hearts with "Friend Me" saying

The Relevancy Group found that 15 percent of those who had implemented a DMP or identity management solution had higher email CTR than those that didn’t implement a DMP. On the other hand, only 11 percent of marketers who had used CRM data saw such results. In the 24 percent or greater email CTR segment, nearly 9 percent of users of DMPs and identity management solutions achieved that level as opposed to only 6 percent of the total.

As Marketers move beyond CRM data to DMPs and Identity Management solutions, we would expect to see results like this continue. In other words, as the Adtech and Martech relationship keeps growing, we would hope to see red roses on Valentine’s Day, but not a marriage proposal yet.

• Me and You –  Me, the Marketer, has heard a lot from you, the vendor, on why I need a DMP or Identity Management solution. But do you really understand me? Do you know my unique business challenges?

The Relevancy Group found that lack of education is affecting pace of adoption of DMPs and Identity Management solutions. Marketers need to build strong business cases to overcome challenges such as privacy concerns or lack of data centralization (both challenges preventing utilization of data across channels). In many cases, the potential of these types of technologies are already beyond the Marketer’s understanding.

So where’s the love from vendors to educate and help Marketers build these business cases? Do vendors understand that each Marketer may have a business case unique to their organization instead of a one size fits all approach? In other words, treat me like the unique organization I am. Buy me red tulips instead of roses, because roses don’t work for me.

Whatever type of relationship you’re in- Marketer or Vendor- I encourage you to share results with others and help build business cases. Do what you can to help our industry continue to move forward. In the spirit of Valentine’s Day, spread the love.

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!