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Posts Tagged ‘emarketer’

Email Marketing Is Alive and Well, by the Way

If you follow PR/marketing news carefully, you may be forgiven for thinking that no one even opens emails anymore, because everything has to qualify as social/viral/visual/original “trusted” content to get anyone’s attention. And it’s true that measuring ROI for digital marketing campaigns is becoming even more confusing: pretty much every agency and business will spend more on digital marketing efforts this year despite a decline in understanding when it comes to the end value of such campaigns.

Yet eMarketer‘s 2012 year in review benchmarking survey indicates that old-fashioned emails still play a central role in nearly every successful campaign–in fact, open and click-through rates are on the rise! Surprised? Here’s a shocker: a significant number of email recipients open marketing emails on mobile devices–and if these emails can’t be “rendered” on mobile, quite a few take the additional step of opening them on their desktops!

Financial companies and retailers have the highest open rates, but that doesn’t mean these numbers don’t apply to you. So if anyone tries to tell you that emails don’t matter anymore, they’re wrong. The lesson here: keep sending those emails out–and make sure that every one is visible on mobile devices.

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Turning Heineken into the World’s ‘Most Interesting’ Beer

HeinekenFirst a disclaimer: Like the rest of the country, we love beer. In fact, we are unapologetic beer snobs. And while Heineken is a classic brand that works in a pinch, we find it to be a bit…lacking in the taste department (hey, to each his own, right?).

Why do we tell you this? Because these facts leave us even more impressed by today’s eMarketer interview with Heineken marketing director Lesya Lysyj, in which she discusses her brand’s huge Skyfall campaign, designed to turn a workaday brew into the world’s “most interesting” beer.

Did you know that Heineken’s Facebook page has more likes and greater user engagement ratings than any other alcohol brand? Neither did we! Lysysj describes Facebook as “a little research tool”, calls user engagement the most important metric around and explains her brand philosophy for Newcastle (another beer that’s been very successful in the digital world) as a “brutal honesty” campaign featuring taglines like “Newcastle Winter Ale. Our worst selling beer in the summer. #NoBollocks”. We like it!

The best part of the interview concerns the Heineken Skyfall campaign, a multimedia mystery designed to appeal to the company’s ideal customer (the “vibrant explorer”) with an interactive game/social app created after research told Heineken something that we all know: lots of people use mobile devices while watching TV. The idea was to create an ad spot that would encourage beer fans to immediately download the app and “Crack the Code.”

Surprise surprise: it worked. Check out the video to see why:

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Roll Call: Another Porter Novelli departure; A Council of PR Firms replacement; and More

Porter Novelli‘s global president and CFO Anthony Viceroy is leaving the company, joining CEO Gary Stockman and CMO Michael Goldberg, who have also recently stepped down from their positions. Ad Age reports that Viceroy will be heading to a health care company. “Porter Novelli’s future is less clear,” the magazine says.

Speaking of Gary Stockman, Dave Senay, president and CEO of Fleishman-Hillard, will be replacing him as chair of the Council of Public Relations Firms starting December 1. According to the Council’s president Kathy Cripps, the organization’s leaders have to be working for a member firm. Senay is already on the Council’s board and is the chair of the Critical Issues Forum.

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Tablets Offer Magazines a New Set of Editorial Options

Tablets continue to gain momentum as more consumers and magazine companies have embraced the devices. Paul Verna, senior analyst at eMarketer, described tablets as “a new medium — not print, not Web, and not mobile. It’s a balancing act, where tablet’s goal is to perform like PCs but still fit in your hands.” He spoke at the MPA Digital: Swipe conference on Tuesday in New York.

Verna reported that tablet usage has grown from 4.2 percent of the total population in 2010 to 17.3 percent in 2012. While men represented the majority of users (53 percent) in Q3 2011, the gender gap has since narrowed. Still, he said top magazine publishers think it will take time for reader habits to substantially shift from other media options.

At the event, magazine executives and editors discussed what sets tablets apart.

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Research: Adults Now Spending More Time On Mobile Than Print Media

Samsung to drive momentum for mobile phone business in NA Analysis from eMarketer finds that U.S. adults are now spending more time with their mobile devices than print media. In addition, this group is also spending more time watching TV.

The average U.S. adult spends 65 minutes per day on mobile media and 167 minutes with the Internet, an increase of 30 percent and 7.7 percent respectively versus 2010. And grown-ups in this country are spending 10 minutes more in front of the TV than last year, whether it’s live, DVR’d, or recorded. The average adult spends 274 minutes (about 4 1/2 hours) per day watching television.

People are spending less time with radio, newspapers, and magazines. We’re spending a total of 693 minutes with media of all sorts per day, also an increase from 2010.

For its research, eMarketer analyzed data from a variety of surveys and sources. Click here for more.

[image via Flickr, SamsungTomorrow]

Tools Round Up: Factiva Adds Features, eMarketer’s New App, and More

Factiva is unveiling a number of new bells and whistles, Dow Jones has announced. Among them are a new iPad app (which will be accessible in nine languages), a new user interface and “Snapshots” tool that will allow users to personalize the information they need, and the addition of 100 Arabic sources, 3,000 blogs, and millions of company profiles.

EMarketer has launched a new mobile app: Executive View for iPhone. Users of Executive View and eMarketer Total Access will have access to the app anywhere. Executive View will be available for Android and Blackberry users in May.

HP has sent out the invites for the March 2 launch party for its new phone, Veer, which has a 2.6-inch touchscreen, TechCrunch reports. A Best Buy or AT&T business card is required to attend the party, which has implications… TechCrunch guesstimates that the phone will hit stores that week.

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‘PRWeek’ Reporter Kimberly Maul Heads to EMarketer

Kimberly Maul, PRWeek‘s corporate reporter, is leaving the magazine to join eMarketer in their social media group on November 1. Maul’s new beat will focus on social media data and surveys, as well as case studies from brands that are using social media, she says. PRWeek is seeking a new reporter for the corporate beat.

PRWeek‘s most recent new hire was Lindsey Siegriest, who joined the magazine on August 30 as news editor.

Survey: 86% Say Their Company is Creating or Planning to Create Original Content

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Corporate websites, social media and custom content lead the way when it comes to the most effective ways to communicate with prospects and leads, according to King Fish Media’s “2009 Survey on Marketing, Media and Measurement.”

In addition, 86% of respondents said their companies are currently creating or planning to create original content. It’s great that companies want to create content, but of course one should always make sure the content being created serves is effective. As Josh Bernoff at Forrester Research points out, only 16% of online consumers who read corporate blogs say they trust them.