European Online Advertising reaches a landmark €30.7bn after five consecutive years of double digit growth – IAB Community


Source: European Online Advertising reaches a landmark €30.7bn after five consecutive years of double digit growth – IAB Community

At the 9th edition of its annual Interact conference IAB Europe has announced that online advertising grew 11.6% to a market value of €30.7bn in 2014.

The AdEx Benchmark research – the definitive guide to the state of the European online advertising market – revealed that online advertising achieved double digit growth for a fifth consecutive year. All markets participating in the study recorded positive growth andtwenty markets grew double-digit. Mobile and video ad spend continued on their strong growth curves and are now a significant proportion of display and search ad spend.

Townsend Feehan, CEO of IAB Europe, commented “The AdEx Benchmark results highlight the importance of digital advertising for growth in Europe’s economy. We need to ensure that digital advertising enables the European digital sector to compete across the world.”

The IAB Europe AdEx Benchmark study splits the online ad market into 3 broad segments: Display, Search and Classifieds and Directories. Growth in these online advertising formats has been underpinned by shifting uses in devices and changing consumption patterns.

Display advertising outperformed other categories with a growth rate of 15.2% and the pace of Display growth further accelerated versus 2013. In 2014, the total value of the Display ad market was €10.9bn.

Search showed growth of 10.8% – and a market value of €14.7 billion. It continues to be the largest online advertising format in terms of revenue, but has recorded a deceleration in its growth rate in the last three years.

Daniel Knapp, Director of Advertising Research at IHS Technology and author of the research, said, “Our study shows that even the most mature online advertising markets in Europe sustain double digit growth, clearly indicating the economic vibrancy of the sector. This growth is primarily enabled by the proliferation of intelligent data infrastructures. Data is the growth engine behind advertising that serves as a connective tissue between consumers, media and brands.”

The CEE region grew strongly as online advertising is still benefitting from the improvements in broadband infrastructure and the increase in broadband penetration in these markets, which brings more addressable audiences online. However, growth in European online advertising continues to be driven by the most mature online advertising markets in Europe. This is a direct result of investment in formats and targeting capabilities and developing data strategies in a cross-device environment.

As Europe exits the double-dip recession, advertising markets will benefit from increased optimism from brands. Provided that publishers continue to improve their offerings, online advertising spend is well-placed to be the main beneficiary of the larger advertising budgets. Mobile and video will be the primary areas of interest for these brands.

The 2014 Classifieds and Directories market grew 5.8% to €4.9bn showing growth of 5.8%. Classifieds & Directories benefitted from the improvement in the economy, but is increasingly challenged by Paid-for-search and Data-driven Display to compete for advertising budgets.

Mobile now accounts for 17.7% of the display market, with a growth rate of 72.5% compared with 2013.

Online video advertising also showed strong growth, now representing 15.1% of the display market.

Eleni Marouli, a Senior Analyst at IHS and author of the report, “The sustained double-digit growth in online advertising in the last five yearsdemonstrates the continual evolution of the online advertising market. The two formats driving this growth in 2014 were mobile and video. The rise of mobile and video is a reflection of the investment and innovation of the online advertising industry to meet advertiser needs, not just a reaction to shifts in consumption trends”

How Artificial Intelligence Is Helping Brands Create Ads Just For You | Co.Create | creativity + culture + commerce

IBM and the Havas Group have launched Havas Cognitive to give marketers Watson’s cognitive computing power.

Source: How Artificial Intelligence Is Helping Brands Create Ads Just For You | Co.Create | creativity + culture + commerce

Consider all the information about your likes, dislikes, wants, needs, and behavior that are out in the world. Whether it’s Facebook, Twitter, apps, games, or any other digital interaction, it amounts to a giant pile of data just about you. So, in this world of big data and targeted advertising, why do you still see diaper ads when you don’t have a baby?

It’s a silly example, sure, but the point is, as much as brands know about us, there are still far too many irrelevant marketing messages poisoning our eyeballs. But a new partnership between IBM and Havas Group aims to change that. The two companies have launched a new division called Havas Cognitive, which uses the cognitive computing power of IBM Watson to help brands develop marketing campaigns and products better tailored to individual consumers.

These organizations have worked together for more than 20 years, but the idea for the new venture came about last year when a group of Havas developers participated in the first-ever IBM Watson Hackathon. The team finished in second place with an app called NYC School Finder, that used the IBM Watson Personality Insights to analyze students’ personalities through writing samples to finds schools with similar “personality” traits.

“Our potential brand applications really came out of this, where it took a writing sample from your kid, analyze it for a personality construct, and then find the best school match, to connect kids to the high school best-suited to their personality,” says Havas global head of marketing innovation Jason Jercinovic. “So we thought, hey this might be a good way to help our clients better know their customers on a more individual level.”

Marketers are spending increasingly more on social listening tools, e-commerce data, and more to build smarter communication mechanisms, but often lack the technology to most efficiently use it.

IBM Watson Ecosystem director Jodie Sasse says Watson technology and cognitive computing is capable of making sense of all this data, quickly and continually. “It’s a system that understands natural language, it understands the nuances of what we say, why noses run and feet smell, that kind of thing,” says Sasse. “It understands idiosyncrasies of how we speak, and it also reasons to sort through massive amounts of information, and come to hypothesis based on the information. Lastly, it learns over time. That’s what’s really unique about the technology, and then as you apply it to marketing and advertising, it helps marketers to better understand and engage their customers.”

Havas Cognitive has been working now in beta with a number of brands for the past six months, including TDAmeritrade, Adidas, and Red Bull. For TDAmeritrade, they utilized a similar approach used in NYC School Finder to find the brand’s Most Confident Fan.



“What they did was leverage one of our capabilities called Personality Insights—psycholinguistic analysis of writing—to assess a level of confidence in their fanbase,” says Sasse. “They then highlighted the most confident fans based on a writing sample from their social media posts.”

Jercinovic says that same kind of analysis can be used in different ways. “For TDAmeritrade, that came through as a confidence ranking, for other clients, it might be about, how do you alter the tone? We’re doing tests now in which we figure out how to change individual copy of digital media based on knowing who we’re talking to, what they like, don’t like, and other factors,” he says.

Chasing the rainbow to individual advertising is an ongoing challenge, one that Jercinovic says is based on the trend that traditional audience segmentation is dead. “The demographics that put people in a nice little bucket is gone,” says Jercinovic. “You need to treat people differently. We’re all chasing this goal of one-to-one segmentation on an individual level, we’re not there yet, but getting closer.

Why media design is the new media planning | Media Network | The Guardian

In a personalised age, brands will only succeed if they put their customers at the centre of their media

Source: Why media design is the new media planning | Media Network | The Guardian

Airbnb tablet
Airbnb is in the business of being valuable to its customers. Photograph: John Macdougall/AFP/Getty Images

Netflix has 76,897 unique ways to describe types of movies. By breaking down every single attribute describing film and television content – narrative elements, moral aspect of characters, romance quality, scariness – Netflix came up with personalised genres that are specific to the point of ludicrous. By mixing all those micro-genres with millions of users’ viewing habits, Netflix successfully created popular television shows.

If we apply this same micro- and human-centred approach to media planning, we get media design. Netflix succeeded because it put its personalised genres at the centre of its content universe. Brands will succeed if they put their customers at the centre of their media.

From a customer’s point of view, brands are valuable when they respond to their motivations, barriers and goals. The most successful companies today, such asUber, Airbnb, Spring or Farfetch, are in the business of being valuable to their customers. Spoiled by the service and experience they were getting from these upstarts, consumers started to expect the same thing from all other brands. Superior brand service and experience has since become a given: it’s noticeable only when it’s missing.

Consumers today want brands to meet and exceed their expectations and to add value to their lives, in a manner that’s not unlike the Japanese principle of motenashi: by being intuitive, effortless and flexible. To deliver on this expectation, companies need to understand how their customers move through the service and experience they provide, and to connect these steps into a customer journey. They need to move away from their single-minded focus on individual interactions between a customer and the brand and understand how these interactions form a relationship. Motenashi-based media design allocates and sequences investments across steps in this relationship that are most desirable from the customer’s point of view and critical in their decision-making process.

If 198 million active adblock users around the world are any indication, today’s advertising fails to play an important role in customers’ decision-making, other than to disturb it. “Email used to be amazing. Banners used to be amazing. Now they are almost irrelevant. That’s natural decay,” says Andrew Chen, who is in charge of growth at Uber. “You can’t focus on tactics, because eventually they become useless. To really reap the benefits, you have to be at the bleeding edge and do things that no one else is doing.”

To do this, brands need to stay close to their customers, understand their behaviour, detect the key touchpoints on their journey and deliver on an unmet need or against an unrecognised barrier that exists.

Hello Alfred, a home management system whose purpose is “come home happy”, adopts a broader approach than traditional media buying and planning offers. It combines the brand narrative, user experience design and business analysis. In this, Hello Alfred is not alone: disruptive businesses such as Spring and AYR, and established platforms such as Pinterest all constantly seek to enhance their customers’ lives in a smart and targeted way.

Media design starts from the entire service and experience that a brand delivers, rather than from a single channel or device. Media mix is driven by the architecture of the customer journey through this service and experience, which links individual interactions in a way that creates new value for an end customer. This value-adding journey becomes central to the way customers experience a brand and its products. It becomes the key factor for brand’s growth.

Currently, campaign-centred media buys favour brand messages instead of creating and delivering value. They funnel customers toward a transaction and measure success through the volume of sales and awareness.

It is hard to change this media planning rhythm. Brands are big and change is expensive. But in the long run, the costliest thing imaginable may turn out to be them focusing on media, not customers.

Hong Kong, North America and UAE are world’s most “connected” populations | GfK Belgium

Leuven, 13.05.2016

The new GfK Connected Consumer Index is a ranking of 78 countries and eight world regions that provides fast and direct comparison of how highly connected each population is.

Source: Hong Kong, North America and UAE are world’s most “connected” populations | GfK Belgium


The index shows which countries have the world’s most connected consumers, both overall and in detail across each of eleven different device types (smartphone, tablet, mobile PC, desktop PC, wearables, smart TV, TV set-top box, videogame console, e-Reader, connected car and smart home), together with trends over the last five years.

It allows businesses to compare how connected the individual countries and regions are, in order to spot market opportunities across a range of industries. This includes areas stretching from digiital device sales and content consumption to expansion of traditional technology into health and media and beyond.

Top ten most “connected” populations

Looking at the GfK Connected Consumer Index ranking for the last two years, Hong Kong and North America (USA, Canada and Mexico) hold steady as having the world’s top two most highly connected populations.

However, people in the United Arab Emirates are fast closing in on that lead, jumping from eight place in 2015 to a forecasted third place this year. Similarly, Switzerland has overtaken Denmark and Sweden to move up from tenth place last year to a forecasted eighth place this year.

GfK Connected Consumer Index
2015 ranking 2016 ranking Index score 2015 Index score 2016
1 1 Hong Kong 1,430 1,486
2 2 North America 952 1,062
8 3 UAE 829 995
3 4 Norway 939 988
4 5 Germany 873 940
6 6 Saudi Arabia 836 935
5 7 Great Britain 856 916
10 8 Switzerland 801 914
7 9 Denmark 835 906
9 10 Sweden 807 875


Chile and Jordan leaping ahead in connectivity

Other countries that the Index reveals as having made a significant leap forwards in the past year, in terms of the connectivity of their populations, are Chile and Jordan.

Chile has climbed seven places from 27th place in 2015 to 20th place this year, and now stands just behind Italy, Ireland and Australia. And Jordan has jumped from 31st place last year to 23rdplace – overtaking countries including Cyprus, Oman, New Zealand and Belgium.

Key market drivers

Kevin Walsh, Director of Trends and Forecasting at GfK, comments, “We are seeing some macro trend increases in connectivity across all countries. For high growth markets, especially across the Middle East, Africa and emerging APAC, the dominant trends remains smartphone adoption. This is the primary device – and often the first device – for consumers to connect to data services. This trend is likely to remain dominant for the next two to three years as pricing reductions means over one billion consumers will be able to afford to connect with a personal device for the first time.

“For developed markets, primarily Western Europe and North America, the growth drivers have already moved to the next wave of consumer connectivity. Wearables are leading the way, together with connected cars – and both these are providing new consumer benefits. Smart home technology is an equally significant opportunity, but expected to be slower and steadier in terms of the consumer adoption curve.”

Individual country drivers are also significant. Chile, despite having a weaker economy, has a relatively favourable regulatory environment for investment, as well as high broadband penetration compared to the rest of Latin America. This has meant Smart TV sales again increased by over 20 percent last year, and GfK forecasts further growth of another 12 percent this year.

Walsh continues, “As technology markets mature, we are increasingly seeing that local country drivers are having a relatively bigger impact on growth, as opposed to global or regional trends – with consumers connecting in ever bigger numbers and different ways.”

To view the GfK Connected Consumer Index scores and five-year trends for each region and country, please visit:

About the study

GfK’s Connected Consumer Index provides a single measure of how much, and on what devices, consumers in each of 78 countries and 8 world regions digitally connect with each other and with digital content. It enables a quick comparison of how ‘connected’ the different regions and countries are per capita, giving trends over the last five years and a forecast for the current year. The index incorporates 11 device types (smartphone, tablet, mobile PC, desktop PC, wearables, smart TV, TV set-top box, videogame console, e-Reader, connected cars, smart home) with data weighted for usage.  The index base starts at 100 points (the global average from the year 2010).

Netlog ‘Mafia’ Map


Netlog (formerly known as Facebox and Bingbox) was a Belgian social networking website specifically targeted at the global youth demographic. On Netlog, members could create their own web page, meet new people, chat, play games, share videos and post blogs.[2]

The site was founded and launched in 1999 under the name ASL.TO in Ghent, Belgium, by Lorenz Bogaert and Toon Coppens. In 2002 the name of the website was changed into Redbox, a website targeted to the Belgian youth. Starting from 2005, the social network was available in other countries in and outside Europe.[3] About one year later, the website was renamed ‘Netlog’.[4][5] By 2007, Netlog had attracted 28 million members and kept on growing the years after.[6][7][8] At its height, the site claimed to have over 94 million registered users across 20+ languages.

In January 2011, Netlog announced that the site would become part of Massive Media,[9] a global media group, focusing mainly on social media, and allowing product portfolio to expand into new markets. They also,[10] a free social discovery platform launched in 2011, and Stepout, an application for meeting new people nearby (relaunched in late 2013).[11] As of 2015, the homepage shows a sign it has been merged with Twoo.

Screenshot 2016-05-25 06.52.24

Video is the New Table Stakes

Winner: People producing original videos. As the Big Four roll out new video capabilities, producers no longer depend on big media companies for distribution.

Winner: TripAdvisor, which shows up in 99% of organic search results for unbranded travel terms. The platform has also cornered the market on reviews: half of hotel brands featuring reviews on their sites source them from TripAdvisor.

Winner: Jeff Bezos, one of the few people making money in retail. Too bad Amazon warehouse workers haven’t been as successful.

Winner: Passengers in urban areas. Ride-sharing services are exploding, saving customers money and creating another Winner – the environment.

How brands can score at Euro 2016 | Marketing Week

With just three weeks to go until UEFA Euro 2016 kicks off, two separate studies suggest that TV is not the only option for brands looking to engage fans, who should be looking to target women as well as men across online, radio, print and mobile.

Source: How brands can score at Euro 2016 | Marketing Week


Brands need to look beyond the obvious to capitalise on the opportunities surrounding the UEFA Euro 2016 tournament, because while targeting the male population on TV will generate significant reach, this is by no means the only option.

Indeed, there are 7.7 million female football fans in the UK, according to Kantar Media’s 2016 SportScope study, which suggests 33% of the UK’s 23.1 million football followers are women.

Football, perhaps unsurprisingly, is the UK’s most popular sport according to the research, followed by tennis, Formula One, rugby union and athletics.

In fact, football is the most popular sport in all eight European countries that took part in the study. Despite Brits’ love of the game, however, UK football fans rank fourth when it comes to the strength of their attachment, with Turkey claiming first place, followed by Germany and Italy. Spain, Russia, Ireland and France fall behind the UK in terms of their attachment to the sport.

Of the 1,000 consumers sampled in the UK, the largest proportion (48%) of those interested in football are aged 35-54, while 32% are 18-34 and 20% are aged over 55.

Split by region, the study reveals that 35% of football fans are in the south, 34% in the north, 29% in the Midlands and just 3% in Northern Ireland.

TV is, of course, a popular way to consume football content, with 93% of those interested in the sport choosing this channel in the UK, but the research finds that 76% will also watch online, 62% will read about football in print media, 58% will listen on the radio, 51% will attend live games and 43% will interact via their mobiles. This brings the average number of touchpoints to 5.3 for UK adults.

Nathalie Zimmermann, managing director at Kantar Media, says: “Marketers should look for audiences beyond the TV fan base. People are using five different channels to follow the Euros; TV is king by far, but online, radio, print and mobile [are also strong]. This gives a lot of opportunity to engage various targets for the Euros.”


A separate study, by RadiumOne and made up of 1,000 people [≈ population of Jamestown, capital city of Saint Helena, Ascension, and Tristan da Cunha] interested in the tournament, again shows that TV dominates, but it too suggests there are opportunities for brands to be diverse in how they connect with fans watching football. While 82% will watch games live on TV, 58% will talk about the Euros with friends or family face-to-face, 56% will follow news about the tournament and 50% will follow a team.

In addition, 22% will listen on the radio, 21% will consume content on social media, 20% will share UEFA Euro ‘16-related content with friends or family using email, text or instant messaging and 19% will share content via social channels.

The research also shows that engagement with the Euros is high, as 45% of those surveyed would describe themselves as fanatics, 36% as enthusiasts and 19% as followers. Fanatics are mostly male – 59% versus 41% of females – while the split for enthusiasts swings the other way, with 45% of men classing themselves as such, versus 55% of women. There are also more female followers (67%) compared to men (33%), but while men are perhaps more obsessive in their love of football, there are a significant number of very interested women that brands should be looking to engage.

Rupert Staines, European managing director at RadiumOne, believes there is a “diversity piece” around the Euros. He says: “Although there is a natural tendency to see this as a very male dominated competition, I would argue that [for] marketers that are interested in reaching females this will be a big opportunity. Increasingly females are heavily engaged – it will be [as much of] an opportunity to reach women as it will be to reach men.”

Almost three in five fans suggest that they will watch the Euros at home on their own, more prevalent in male fans (71%) than female fans (45%) who want to devote their time to the game. Female fans are significantly more likely to plan a party or barbecue (21% compared to 11% of men) or watch the games at a family member’s house (43% of women versus 27% of men).

Most fans will watch matches live on TV, talk about games with friends or family, and watch highlight shows on TV. Fanatics are significantly more likely to participate in any UEFA-related activity, while female fans are more inclined towards supporting a team in the Euros.

While those classed as followers will be more likely to focus on the game, fanatics and enthusiasts will be multi-tasking and actively engaged with the match by reading, chatting and sharing content. Reading online comments or chatting via instant messaging are the toptwo activities done while watching the game, illustrating that brands should consider different tactics to reach their target audience.

#TechTrends : Blockchain, IoT, VR…Huit tendances qui accompagnent la transformation numérique en 2016 – Maddyness

Source: #TechTrends : Blockchain, IoT, VR…Huit tendances qui accompagnent la transformation numérique en 2016 – Maddyness


Deloitte revient, pour la quatrième année consécutive, sur les huit tendances et mutations technologiques qui impacteront nos organisations d’ici les deux prochaines années. Au programme : IoT, blockchain, ou encore réalité virtuelle.

Deloitte apporte chaque année, dans son étude « Tech Trends », un éclairage sur les mutations technologiques susceptibles d’avoir un impact significatif sur les entreprises d’ici les deux prochaines années. Après s’être intéressé à la fusion du business et de l’IT en 2015, le cabinet se penche cette année sur la blockchain et des objets connectés.

Et c’est huit tendances et mutations technologiques qui auront, selon Deloitte, un impact sur les organisations dans les 24 prochains mois. Une liste que le cabinet a établi en s’appuyant sur des retours de clients sur leurs priorités et investissements actuels et futurs, des points de vue d’acteurs issus de l’industrie ou du monde universitaire, mais également sur des recherches d’analystes et de groupes de réflexion sur les technologies et des exemples recueillis au sein du réseau d’experts Deloitte.

Les 8 tendances technologiques retenues par Deloitte :

“Right Speed IT” : une réactivité adaptée aux enjeux métiers

De nombreuses organisations informatiques évoluent aujourd’hui au-delà des seuls cycles de développement traditionnels en y ajoutant des cycles courts. Pourtant, certains CIO ont parfois besoin de se positionner entre ces deux extrêmes. Un écartdifficile à combler. Il s’agit aujourd’hui de pouvoir garantir une réactivité adaptée aux enjeux du métier, en réalisant des investissements ciblés sur leurs processus, leurs technologies ou encore leurs talents, afin de re-concevoir les métiers de l’informatique. 

Des opportunités business dans la réalité virtuelle et la réalité augmentée 

Le potentiel de la réalité virtuelle et de la réalité augmentée c’est plus à prouver. Ces deux tendances représentent aujourd’hui un enjeu majeur pour les entreprises, dont les capacités pourraient remodeler entièrement le rôle de l’individu au sein de son environnement de travail. Un impact qui se fait déjà ressentir dans des domaines tels que la communication et la collaboration, la formation et la simulation, le service client, mais aussi dans la réinvention de l’expérience collaborateur et client. 


Objets connectés : de nouveaux enjeux métiers

Les organisations avant-gardistes se concentrent aujourd’hui davantage sur le développement d’approches audacieuses autour de la gestion des données , en tirant parti des infrastructures IoT existantes. L’objectif : développer de nouveaux modèles économiques dédiés par exemple à la stimulation de la production alimentaire, la réduction des émissions de carbone,  ou encore la transformation des services de santé. Les organisations pourront élever leur stratégie IoT en passant de la simple collecte des données à la mise en action de celles-ci.

Blockchain : la démocratisation de la confiance

La confiance est un élément fondamental de l’entreprise. Pourtant, son maintien, à travers une économie mondiale qui devient de plus en plus digitale, est coûteux, prend du temps et, dans de nombreux cas, inefficace. Certaines organisations cherchent à comprendre comment la blockchain, l’épine dorsale du bitcoin, pourrait fournir une alternative crédible à l’infrastructure procédurale, organisationnelle et technologique indispensable au maintien de la confiance à l’échelle institutionnelle. Ces travaux exploratoires en sont encore à un stade primaire ; toutefois, leurs conséquences pourraient être profondes. De la même manière qu’internet a révolutionné la communication, la blockchain pourrait transformer la façon de gérer les transactions, les contrats, et plus généralement le concept de confiance. 

Industrialized Analytics : du « Data Lab » à la « Data Fabric »

Les données font partie des composantes fondamentales de la transformation numérique. Pour réaliser le plein potentiel de ces données, les entreprises doivent adopter de nouvelles approches. Ce n’est qu’en industrialisant leur approche que les entreprises deviendront capables de définir et de piloter leur stratégie métier, en exploitant pleinement les masses de données à leur disposition, développant ainsi une meilleure conscience d’elles-mêmes et de leur environnement.


Reimagining Core Systems : donner un nouveau souffle au cœur de l’entreprise

Face à la transformation accélérée des métiers, l’ensemble du système d’information doit évoluer au même rythme et en profondeur. Les applications cœur de métier, qui supportent des processus clés des entreprises doivent ainsi évoluer pour que la transformation se fasse sans se limiter aux seuls changements d’interfaces, et pour permettre par exemple une véritable expérience utilisateur. En réponse aux nouveaux enjeux d’ouverture et de flexibilité du système d’information, les entreprises développent aujourd’hui des stratégies autour de 5 approches : l’évolution des plateformes, la revitalisation, la remédiation, la refonte et l’immobilisme.

Plateformes autonomes : quand l’infrastructure devient code

En s’appuyant sur la virtualisation et le DevOps, deux piliers devenus matures, le nouvel enjeu des organisations est d’automatiser et de mieux coordonner les capacités. Et c’est pour cette raison que les entreprises développement aujourd’hui des stratégies afin de réimaginer leurs systèmes de base, afin de gérer des ressources dynamiquement et assurer l’intégration et l’orchestration des activités nécessaires du développement à l’exploitation des solutions IT. 

RSE : vers une transformation digitale

L’impact social est un sujet important, qui va bien au-delà du domaine de l’IT. Le nouveau défi des entreprises est aujourd’hui de trouver des façons de concevoir des modèles qui peuvent entraîner un impact social positif l’impact. Toutefois, définir le rôle que jouent ou peuvent jouer les technologies émergentes dans les programmes de RSE (responsabilité sociétale d’entreprise) est la responsabilité des dirigeants IT, en particulier du DSI. 

rse transfo digitale

“ Dans un contexte de changement permanent, les organisations qui arriveront à mettre à profit les tendances technologiques auront l’opportunité de se transformer et de réinventer leurs produits et services “

Henri Pidault, Chief Technology Officer Deloitte

Survey: 41% of Brands Say They Have No Mobile Marketing Plan in Place 

Dive Brief:

  • Research from Sitecore, an experience management software firm, on mobile marketing found that 41% of brands surveyed surveyed reported having either no mobile strategy or a strategy that hasn’t been implemented.
  • Nearly three-fourths (70%) reported not being able to deliver on a mobile experience strategy for at least six months.
  • The low adoption figures stand out against the 97% of respondents who said a good mobile experience impacts customer loyalty.

Source: Survey: 41% of Brands Say They Have No Mobile Marketing Plan in Place | KoMarketing

Many buyers use their mobile devices for purchases, but a new survey published by Sitecore and Vanson Bourne has discovered that not all brands are prepared to market via this channel.

In a survey of 450 brand marketers, about 97 percent said that they believe a good mobile experience impacts customer loyalty. However, 41 percent said they have no mobile marketing strategy or have yet to implement an existing plan.

Just 51 percent said that they personalize marketing content for mobile web customers, and 61 percent have a mobile-optimized website in place. Approximately 70 percent stated that their companies will not deliver on a mobile experience plan for at least another six months.

“As mobile devices have overtaken PCs for Internet access, brands must include the mobile environment when defining the customer experiences they deliver,” said Scott Anderson, CMO of Sitecore. “Consumers now expect a contextual experience inclusive of mobile and will reward brands with loyalty for doing so while punishing those that don’t with decreased business. All consumers today should be considered the mobile consumer.”

The data found that security features (password log-in), speed, and convenience are the three most important factors to consider when creating  a well-received mobile experience.


Not all brands have mobile marketing strategies in place, but organizations continue to invest in this channel. The “Annual Advertising and Marketing Study”released by Outsell discovered that mobile will represent $23 billion ≈ cost of 2004 Hurricane Ivan

≈ Harry Potter movie franchise revenue
≈ net worth of Charles Koch, American business man, 2011
≈ cost of construction of Channel tunnel connecting the UK to France
≈ Manhattan Project, the original US program to develop the atomic bomb

“>[≈ cost of 2005 Hurricane Wilma] of overall annual digital marketing spend in the U.S. this year.

In total, digital marketing spend over the course of 2016 is predicted to reach$228 billion ≈ cost of San Francisco 1906 earthquake

≈ Mobile computer industry sales, 2011
≈ Gold reserves in Fort Knox, 10/2011 prices

“>[≈ all real estate in Brooklyn, NYC, 2010], according to the report.