Customer Service = $$$

According to a study from eMarketer and the CMO Council, there are a wide range of metrics being used by marketers to measure customer engagement.

If you or your brand or company just runs to “Did I make a sale?” bottom line, that is too one-dimensional an approach in a time when marketing is like a game of playing poker with a blindfold on.

Let me start with their conclusion: customer service is the key. Before we just nod and say yes, let’s all understand that this is a heavily nuanced strategy. Customer service is an end-to-end commitment — it runs on a platform of Customer-Centricity, insight, content and analytics that all line up to a great (and competitively differentiating) Customer Experience. Customer service is at the heart of Customer Experience Marketing (CXM).

  • Here’s my bottom line: 81% of customers just want their questions answered yet for companies they rank that as only valuable 10% as a valuable metric for customer engagement. 
  • For Biopharma, the lack of true customer service at the point of treatment initiation could help explain why nearly 25% of all Rx do not get filled or used.  Why doesn’t Biopharma use AI Bots like AlMe from NextIT? Or Sgt Star, from the U.S. Army? Intercept the patient at the point of doubt, don’t just assume the doctor convinced them of anything besides going to the pharmacy.

Or if you are a hospital network being rated on Outcomes and satisfaction scores, which hit the bottom line of reimbursement and positive word-of-mouth, Customer Service begins at check-in and continues post-release.

To some this may all seem like the blinding glimpse of the obvious, but how many Biopharma companies or hospitals really embrace this strategy? CXM is an enterprise-wide strategy hospitals and Biopharma need to adopt with C-level sponsorship, instead of building bad electronic Health Records or one-off patient apps.

Why is this hot? First because it shows a disconnect between customer expectations and what companies value as important measures. To bridge the gap, in a Customer-centric organization, you tie the dollars-made metric to customer engagement and satisfaction. So you need to measure both. In today’s marketing complexity, the formula is straight-forward:

Customer Service = $$$

Thanks to eMarketer and CMO Council for the data!

Time for Marketers to get in the Gaming Game?

According to a new eMarketer report, “Mobile Games: A Large Audience, but Limited Ad Spending (So Far)” – the US mobile gaming user base is swelling and not showing any signs of letting up. The report estimates that in 2015, for the first time ever, over half of the US population will be mobile phone gamers, . Although ad spending is not very robust right now,that may change as advertisers become increasingly more comfortable with mobile in general and with some of the special features mobile games offer creative marketers.

US Mobile Phone Gamers and Penetration, 2013-2019

Shouldn’t the sheer size of the mobile gaming audience should make it attractive to advertisers? Not always the case, but it seems that the tide is changing quickly as marketers find ways to leverage their brand in non-obtrusive ways to gamers that are increasingly spending more and more time with their devices.

“I can leverage a program for Coca-Cola today that reaches 28 million unique users in the US through one title. In console, one publisher couldn’t reach 28 million users in a day, let alone a month.”argued Julie Shumaker, vice president of ad sales at game publisher Zynga.

In addition, Shumaker said, the mobile gaming audience is diverse and broad—more akin to a TV audience.

However, there are differences. “Brands like to look at metrics like time spent and impressions as measurement of whether or not a branding campaign has been effective, but if you think about it applied to mobile, the amount of time spent with a brand might be more [associated with] how potentially annoyed a user is with that brand,” said Brian Wong, founder and CEO of Kiip.

As a defense against that “annoyance factor,” a number of advertisers have invested in rewards-based advertising—giving the audience a tool or a free pass to move up a level within a game in return for viewing an ad.

“If a brand comes in and interrupts [a game] in any way, the first thing [the user does] is look for the X button to close the ad,” said Ari Brandt, co-founder and CEO of MediaBrix. “However, you could be playing a game and you’re stuck, and then you get a message that looks native to the game and it says, ‘It looks like you could use some help. Coca-Cola wants to help you. Click here and Coca-Cola will give you a boost to help you clear the level.’ The user not only appreciates that you’ve acknowledged their state of mind, but beyond that you’re coming in and offering to help.”

Another game-specific opportunity for marketers is brand integration. Game publishers like Zynga and CrowdStar work with brands to integrate their products within mobile games. For example, CrowdStar’s Covet Fashion game lets users style, shop and win virtual clothing and accessories from more than 150 brands. In addition to styling a look, users can also purchase the actual clothing and accessories featured in the game using the app.

Why its Hot:

Historically, whenever a shiny new thing appears and begins to attract people’s eyeballs, media dollars are..skeptical…then eventual to follow. Once the secret sauce of properly leveraging gaming for a particular brand is unlocked, the value in capturing a highly diverse and highly engaged audience will surely unfold.  With the proliferation of mobile gaming and the relative ease of entry (for users) into the recreation, what was once thought of to marketers as the gaming demo (younger males) is invariably changing as well. Who has a grandma that hasn’t at least heard of Candy Crush? How can this work best for the brands we represent? Think like a gamer and add value – its a good start. There’s definitely a trend developing towards value exchange and figuring out ways for brands to be additive to an experience

Mobile Internet Ad Spending Growing

As everyone is aware, mobile is one of the highest growing formats when it comes to advertising spend.  Below is a chart that shows the trending of where % mobile share is expected to go in the next 4 1/2 years.

The global mobile advertising market will hit two significant milestones in 2016, according to new figures from eMarketer, surpassing $100 billion in spending and accounting for more than 50% of all digital ad expenditure for the first time.

The $101.37 billion to be spent on ads served to mobile phones and tablets worldwide next year represents a nearly 430% increase from 2013. Between 2016 and 2019, the last year in our forecast period, mobile ad spending will nearly double, hitting $195.55 billion to account for 70.1% of digital ad spend as well as over one-quarter of total media ad spending globally.

Why It’s Hot

Not surprisingly, growth in mobile ad spending is being driven by consumer adoption of mobile devices. Next year, eMarketer estimates, there will be more than 2 billion smartphone users worldwide, over one-quarter of whom will live in China alone. Especially there and in other emerging and developing markets, many consumers are accessing the internet mobile-first and mobile-only, so leading advertisers should allocate their digital expenditure to mobile accordingly.  With that, they need to make sure the formats that ads are delivered in are the right ones- it’s one thing to be in the right space, and another to do it right.

Source: http://www.emarketer.com/Article/Mobile-Ad-Spend-Top-100-Billion-Worldwide-2016-51-of-Digital-Market/1012299

How we view creative, with mobile being so prevalent

mobile

Media consumption in the past four years has changed dramatically- people are consuming approximately 2 1/2 hours more information per day.  The large amount of growth comes from mobile consumption.  The interesting thing with this is that overall time spent on desktops has not changed much- people are just taking more time out of their day to be on their devices.

Why It’s Hot

It’s important for us- media people, strategists, social gurus… to understand how people are consuming data so that we can adapt and evolve our advertising strategies.

One major thing that we need to make sure we evolve are our mobile campaigns.  Per a DoubleClick meeting that we had this week, mobile accounts for 25% of impression volume in advertising campaigns these days.  We as advertisers need to make sure that people viewing ads on mobile devices get a compelling message.  Otherwise, it’s like we’re ignoring 25% of our audience.

Utilizing HTML5 creative is a great way to speak to our audience through ads that include motion.  Currently, flash isn’t accepted on Apple devices, so there is a huge gap that has to be filled- and HTML5 is the vehicle to do that.  We need to adapt our creative formats to so that we can capitalize on the mobile opportunities that we’ve been missing out on.  To survive, we must evolve.

Sources:

1.) http://www.emarketer.com/Article/Digital-Set-Surpass-TV-Time-Spent-with-US-Media/1010096

2.) Doubleclick HTML5 Presentation, 3/10/2015