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Pedro Gonçalves

Gartner Finds Corporate Websites Still A Higher Digital Marketing Priority For U.S. Mar... - 0 views

  • According to a new poll of U.S. marketers conducted by Gartner, corporate websites are ranked as the top digital activity for marketing “success” — beating marketing on social networks such as Facebook, Twitter and LinkedIn. Social media marketing, however, ranked as the next most important activity, equal in importance to online advertising.
  • The survey, conducted in November and December of 2012, polled a relatively small sample of 250+ marketers from U.S.-based companies with more than $500 million in annual revenue
  • Design, development and maintenance of the corporate website was cited by 45% of survey respondents as contributing to marketing success, with marketing on social networks such as Facebook, LinkedIn and Twitter cited by 43%. Digital/online advertising was also cited by 43%
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  • The survey asked respondents to rank different marketing activities first, second and third in importance, collating all three preferences to get the overall percentage. On first place preference, corporate websites came out joint top with online advertising, cited by 18% apiece as the most important activity. Social media slumped in importance on this measure — cited by just six per cent of respondents as the most important activity (and second only to the company blog):
  • The results indicate that corporate websites still have a key role to play when it comes to marketing a company’s offerings, despite the big role also played by social media. It’s also notable that mobile marketing is still relatively low down the priorities list, with an aggregated percentage of 24%. It’s still far better than the poor unloved (and doubtless rarely updated) company blog, though, with just 6%.
  • Corporate websites perhaps have a key reputational role to play in the marketing mix, supplementing and underpining social media marketing spending — by providing reassurance of a brand’s professionalism where a Facebook page can provide evidence of user engagement/approval (or otherwise).
  • The top priorities for increased budgets in 2013 are commerce experiences, social and mobile marketing, and content creation and management
Pedro Gonçalves

Consumers Still Pretty Suspicious About Social Media Marketing, Forrester Survey Finds ... - 0 views

  • While the finding that trust in ‘traditional’ push marketing techniques (such as banner ads) is at rock bottom in the online world isn’t a surprise, the chart doesn’t make hugely encouraging reading for proponents of social marketing which also languishes near the bottom of the trust index, just above the mobile apps channel. Text message communications were the least trusted, while online banner ads barely rated above spammy SMS in the trust stakes.
  • The relatively low trust in social marketing tallies with a recent Gartner report that found U.S. marketers ranked spending on the corporate website as more likely to result in “marketing success” than spending on social media sites such as Facebook.
  • “professionally written online reviews” still carry a huge cachet — at least with U.S. consumers. European consumers are far less trusting of the publishing industry, however (55% vs 33% split on that category).
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  • The report notes that traditional ‘one-way’ marketing techniques like banner ads are clearly ineffective in a landscape of “perpetually connected consumers”. Web users are tuning out this old school type of marketing or failing to notice it in the first place or forgetting they ever saw it — which may also partially explain why personal recommendations from people they know well are so much more trusted. With so many sources of information to filter, better the devil you know and all that.
  • The survey also indicates there is still considerable trust in natural search engine results, and also in consumer written reviews, such as Amazon’s user reviews — which were both ranked around 3x more trusted than social marketing.
Pedro Gonçalves

Marketing Is Dead - Bill Lee - Harvard Business Review - 0 views

  • Traditional marketing — including advertising, public relations, branding and corporate communications — is dead. Many people in traditional marketing roles and organizations may not realize they're operating within a dead paradigm. But they are. The evidence is clear.
  • First, buyers are no longer paying much attention. Several studies have confirmed that in the "buyer's decision journey," traditional marketing communications just aren't relevant. Buyers are checking out product and service information in their own way, often through the Internet, and often from sources outside the firm such as word-of-mouth or customer reviews.
  • Second, CEOs have lost all patience. In a devastating 2011 study of 600 CEOs and decision makers by the London-based Fournaise Marketing Group, 73% of them said that CMOs lack business credibility and the ability to generate sufficient business growth, 72% are tired of being asked for money without explaining how it will generate increased business, and 77% have had it with all the talk about brand equity that can't be linked to actual firm equity or any other recognized financial metric.
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  • Help them build social capital. Practitioners of this new, community-oriented marketing are also rethinking their customer value proposition for such MVP (or "Customer Champion" or "Rockstar") customer advocates and influencers. Traditional marketing often tries to encourage customer advocacy with cash rewards, discounts or other untoward inducements. The new marketing helps its advocates and influencers create social capital: it helps them build their affiliation networks, increase their reputation and gives them access to new knowledge — all of which your customer influencers crave.
  • Get your customer advocates involved in the solution you provide
  • Florida won half of the "non-buyers" of its anti-teen-smoking "product" away from its much bigger, much better funded competitor. They did so by tapping the best source of buyer motivation: peer influence.
Pedro Gonçalves

Sweden's Advertisers Warm to Content Marketing - eMarketer - 0 views

  • A majority of Sweden’s advertisers now use some form of content marketing to enhance their brands
  • While 69% of those polled said they knew what content marketing was, nearly one-quarter (23%) said they had heard of it but didn’t know about it.
  • Among marketers who had content strategies, 80% said that form of marketing was at least somewhat effective at strengthening their brand, and a similar number said it nurtured existing customer relationships. More than half said it was effective for finding new customers. It was less good at generating direct sales, according to this sample.
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  • Nearly all the advertisers polled (92%) said they aimed content marketing at their customers, and 54% targeted prospects. Six in 10 also created content designed for journalists or others in the media. The most popular approach—mentioned by 65%— involved placing content on both print and digital platforms, while 43% used only digital channels.
  • Facebook was the runaway winner when it came to distributing branded content; 84% of advertisers said they had used it, and a further 11% planned to do so in the future.
  • More than three-quarters (78%) of those polled said they had produced newsletters, and 12% intended to do so, while 74% had posted content on properties such as partner websites. Pinterest was one of the least compelling propositions for these advertisers. Just 8% said they had used it to post content, and 3% planned to do so; 73% said they weren’t even considering it at the moment. Despite the growing enthusiasm for content marketing, content-related budgets remain rather low, judging by this research. More than two in five respondents (42%) reported that their company spent less than SEK1 million ($147,711) on these initiatives, and 24% spent between SEK1 million and SEK5 million ($738,552). Yet only 6% said they had no funds at all for content marketing. In another vote of confidence for content, 53% of advertisers said their content budgets would increase in 2014.
Pedro Gonçalves

Which Tactics Work Best for Email Marketers? - eMarketer - 0 views

  • Email remains a workhorse for marketers: It’s cheap and reasonably effective
  • According to an April 2013 Economist Intelligence Unit survey of US and UK web users, email ranked as among the top outreach channel at each stage of the purchase process, from introduction, to final prepurchase assessment to post-purchase follow-up.
  • The greatest percentage of marketers still felt challenged to create relevant and compelling content that will really draw in recipients. This ranked as the No. 1 challenge among B2B and B2C respondents to achieving their marketing objectives, but it was also considered the most effective tactic, cited by 71% of B2B marketers and 65% of B2C marketers. If marketers can create strong content, they believe it really does work at converting consumers.
Pedro Gonçalves

Content Marketing: Start With Your Story - 0 views

  • Joe Pulizzi, founder of the Content Marketing Institute and one of the first evangelists for content marketing, describes content marketing as: //Zone: 300x250 googletag.display('div-gpt-ad-1336852434508-3'); … a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience — with the objective of driving profitable customer action.”
  • In the past, editors and reporters held companies captive, and we vied for their attention to cover our products, services or insights on trends. But no longer.Today, communities and influencers have overtaken the importance of media outlets, and the responsibility of reporting has shifted to the marketing department. In fact, many organizations now consider themselves publishers rather than marketers. And that’s smart
  • A good story entices someone to want to know more, and they transition to the next step: engagement.
Pedro Gonçalves

Content & SEO Alignment: 3 Steps To Create The Perfect Win-Win - 0 views

  • brands invest $44 billion in content every year.
  • The modern-day marketer balances left- and right-brain thinking. They use SEO and technology as an enabler and distributor, using content marketing creativity to build holistic content and SEO programs that result in measurable business outcomes.
  • SEO and content strategies need to be aligned for optimal marketing performance, yet the costs and time associated with training and development can negatively impact productivity, scale and revenue. This catch 22 makes it difficult to achieve such levels of collaboration, and divergence remains.
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  • According to the yet-to-be-released BrightEdge 2014 Search Marketers survey across a customer base of 8500 brands, over 83% of marketers are placing a greater strategic importance on content performance by optimizing for organic search.
Pedro Gonçalves

6 Smart and Effective Email Marketing Tactics - 0 views

  • There’s no denying that email is showing signs of decline — the number of visitors to web-based email sites fell 6% in 2010 compared to the previous year, and email engagement declined at an even greater rate, according to a report from digital analysis company comScore.
  • In response to these changes, brands are quickly adapting by combining email, social media and even mobile marketing tactics.
  • successful brands are doing just that — cross-pollinating email marketing strategies via email clients, social platforms and mobile devices. Ultimately, brands still find email effective because it’s inexpensive and universally accepted by people all over the world.
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  • The key to creating hyper-timely emails is planning and being nimble, says Christopher Stemborowski, associate communication strategist for marketing agency Oxford Communications. “Seeming timely can be the result of preparing multiple emails or just one email and waiting for the right time to send it.”
  • Build multiple versions ahead of key events: In the same way that shirts are made ahead of the Super Bowl declaring each team the champion, you can design two versions of an email to respond quickly to the outcome of major events.Plan an email for an event that has an unspecified date: Snowstorms will happen each winter. Will you have an email ready to go out the moment it happens? With a little planning, you can.Track trending online memes: In 2011, we have seen a #winning Charlie Sheen and a really excited Rebecca Black ready to have fun, fun, fun. Smart brands can tap into these memes in email blasts. You can keep track of these popular memes by viewing the trending topics section on Twitter.
  • Blasting irrelevant content to your email subscribers is one of the biggest email marketing mistakes you can commit.“For example, if a salon sends an email to men that highlights services solely for women, it shouldn’t be a shock when the men unsubscribe,” Stemborowski says. “To avoid this, the salon needs to know who in its database are males and who are females and then avoid sending irrelevant messages.”
  • “Self-selection means subscribers willingly receive emails that are in the categories they asked to get,” Stemborowski said, adding that it’s vital to keep the screening short so users don’t abandon the process.
  • More than ever, people are reading emails on their mobile devices. Mobile email usage increased 36% in 2010, according to comScore.
  • The first line of your email should never read, “If you are having trouble reading this email click here,” he adds. “Remember, the first line of the email is what shows up as the preview on smartphones. For this reason, the first line is premium real estate and, with this in mind, you should put your most important message first for a well-crafted call to action.”
Pedro Gonçalves

UK Marketing Emails Fail to Make Mark on Mobile - eMarketer - 0 views

  • Despite an increasing proportion of time spent on mobile devices, email seems to be wedded to desktops in the UK. According to December 2013 research from Pure360, 72% of emails were opened on a desktop, a further 20% on a smartphone and 8% on a tablet. And for the clickthrough rate of marketing emails, the performance of mobile was also lower than on the desktop, which had a 27% CTR. Rates were 7% on smartphones and 3% on tablets.
  • research from comScore shows that checking email is the third most popular activity on a mobile phone, beaten only by camera and SMS.
  • In Europe’s three biggest markets—France, Germany and the UK—email is the preferred channel to receive marketing messages
    • Pedro Gonçalves
       
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Pedro Gonçalves

Gmail To Marketers: Drop Dead - ReadWrite - 0 views

  • Google on Thursday updated its Gmail service so that you'll never have to click that pesky “Display images below” link again. Gmail will now automatically display images in email, the catch being that Google will host those images on its own servers. Prior to the change, most emailed images would be loaded from third-party servers—often enough, those of marketers.
  • But by filtering these photos through its own servers, however, Google may have shut out the use of Web bugs or beacons—bits of code that lets an advertiser know that an email has been opened. Marketers use images as beacons because, at least until now, services like Gmail would upload such images from an advertiser’s own web server. Any image can be a beacon, even an invisible one no more than a pixel wide.
  • the following likely consequences for his audience: Marketers won't be able to tell whether you've opened an email for the second or subsequent time Web bugs won't report reliable geolocations for opened emails, as they'll pick up the IP addresses of Gmail servers, not recipients Countdown clocks sent as animated images won't show the right time if email is opened a second or subsequent time Analytics will only track the first time an email is opened Marketers won't be able to update or change images once they're sent out
Pedro Gonçalves

The Emergence of the DarkNet and Why It Matters for Marketers | Huge - 0 views

  • advertising technology called remarketing has proven alienating to online consumers. Remarketing, which lets advertisers follow someone around the Internet with a display ad, based on a previous search engine query, specific site visit, or other online action by the user, has increased in popularity in recent years.
  • The rapid spread of SnapChat--the picture sharing app that auto-deletes photos after ten seconds--shows that young people increasingly understand the need to keep some things secret, or at least to control the visibility and content of their communications. The migration of Millennials away from Facebook to the more anonymous Tumblr may be another sign. And the outcry raised by young Tumblr users in the wake of news that Yahoo! was purchasing the platform--driven by fears of more corporate control and increased advertising--only underscores the point.
  • Millennials are in the vanguard of mainstream online behavior: they were first on Facebook (after college students invited to the join in its earliest days), followed by their parents. A Millennial move towards greater online secrecy could represent the beginning of a larger shift that warrants additional research.
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  • Marketers are already confronting the implications of a more shadowy Internet, specifically the phenomenon known as DarkSocial and DarkSearch.
  • In the near-term, brands will have to confront a potentially darker Internet, as the roadblocks to data-driven marketing thrown up by DarkSocial, DarkSearch and an emerging DarkNet increase. There will be real consequences, including in investments in marketing, if it becomes more difficult to quantify customer engagement.
  • cloud services like Google and Apple are proactively stripping referral data out when sending users to third party sites via search. These DarkSearch visitors, like their DarkSocial counterparts, also end up in the “direct referral” bucket of analytics reporting, indistinguishable from the geography-less visitors who typed your domain name directly into their browsers to visit your site.
  • “DarkSocial,” estimates that 69% of the publication’s social traffic is dark--meaning users who access content by clicking on a link emailed or IMed to them. Marketers don’t know where these users came from or what exactly drove them to their website.
  • In the longer-term, we may see a nascent e-commerce system more familiar to science fiction fans (and current users of services like Silk Road, the online illegal drug marketplace). Imagine a future Amazon.com-like e-commerce site where all profiles are anonymous, all payments utilize crypto-currencies, and all deliveries of physical goods use inexpensive, multi-hop services that conceal the ultimate end delivery address behind anonymous dropboxes.
Pedro Gonçalves

Mobile Apps Are the New Network TV, Without the Ad Dollars - 0 views

  • audience for mobile apps has hit 58 million in primetime — 8 p.m.
  • The IAB estimates that the U.S. mobile ad market brought in $3.4 billion in 2012. The IAB didn't break out revenues for apps vs. the mobile web, but Flurry has estimated that 80% of mobile activity occurs on apps
  • Kantar Media calculated that TV advertising accounted for $74 billion in ad revenues in 2012. Even if apps generated 100% of mobile ad revenues, the market would still be just 4.5% that of TV.
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  • there are now more monthly users of mobile apps than there are for desktop computers and laptops. Yet the the desktop ad market is still 10 times the size of the mobile ad market in revenues
  • To execute a mobile ad buy, you have to choose between various networks and exchanges and real-time bidding platforms. The ads themselves are also different since they're often designed to prompt users to take action relatively quickly, which mean fewer branding ads and more direct-response executions. To ensure that the ads are effective, it helps to tailor to them to individual users' demographics and geographic location. To make things even more complicated, while on desktop, there are basically two operating systems, in mobile there are at least 10, Becker says and "hundreds of browsers and screen sizes."
  • eMarketer predicts that TV will continue to grow — and outpace digital advertising — through 2017.
  • TV ratings are down — Morgan Stanley analyst Benjamin Swinburne recently found that they fell 50% over the past decade — TV is still the last place where you can find 5 million or more people tuned in at the same time to an ad. You may be able to get in front of 5 million people on Facebook, but if you use a display ad, only about one in 1,000 people will click on it.
  • bigger advertisers are jumping into mobile — Mondelez (nee Kraft) pledged last year to put 10% of its ad budget into the segment
Pedro Gonçalves

Channeling Anna Wintour: When Creating Branded Content, Think Like An Editor-In-Chief |... - 0 views

  • These days, developing a successful online presence requires approaching traditional digital efforts like link-building, web traffic, lead generation, and sales from a decidedly more editorial, content-rich approach: a hybrid marketing and storytelling strategy that drives customer actions by creating, documenting, distributing, and optimizing content. Some companies have created their own internal content development departments or are working with agencies to create everything from infographics to documentaries that highlight where the values, interests, and personality of brand and customer overlap. Coca Cola believes so strongly in the power of content that they are relying on this approach to help them double the size of their business by 2020.
  • While your office probably looks a lot different than a newsroom, approaching content strategy by thinking like a magazine publisher or a television producer is an effective way to approach content development and promotion. Utilizing influential voices to develop and promote content can help ensure that you meet the first requirement of securing readership and viewers--be interesting.
  • The people who already create for you: We often hear “write about what you know” because it comes easiest. Identify the talented storytellers within your own walls. Those with an intimate knowledge of company activities are primed to create impactful content, even on a tight deadline. Identify employees who are weekend filmmakers, amateur photographers, poets, and guitar players and invite them to bring these talents to the table.
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  • The people who use your product or service: The voice of the customer is the most influential of all. Provide loyal consumers with an opportunity to get involved by sharing their stories. Identify digital influencers that fit your brand aesthetic and explore partnership opportunities. This approach is heavily evident in the fashion industry, where brands routinely work with fashion bloggers on everything from Twitter chats to advertising campaigns.
  • The people who support you: Why not collaborate on content development with partners or vendors? By working together, budgets become more manageable and both parties can benefit from the potential PR story. By working together, you can deliver deeper impact and cast a wider net. 
  • With more brands developing more and more content, we will naturally reach a point of over-saturation where only the very best stories will make an impact. As such, it is absolutely crucial to begin to refine and optimize current content marketing practices. Also, with the line blurring between marketing or brand managers and content developers, it’s worth noting that those best suited for positions in content marketing have a rare combination of business and marketing acumen, digital savvy, as well as journalism, public relations, film, and even creative writing. For those with this mega-mix, employment opportunities abound.
Pedro Gonçalves

Why Insourcing is the Next Social Media and Content Marketing Trend - 0 views

  • social media is becoming a skill, not a job. Companies like Intel and Dell and IBM are leading the way in broadly distributed social participation, giving thousands of employees the opportunity to win hearts and mind in social and with smart content.
  • This decentralization of social communication has widespread ramifications for social media management software vendors, as it puts additional emphasis on triage and workflow tools.
  • The days of one social media manager handling Twitter, Facebook, Linkedin and the rest is coming to a close (as is the era of the one or two person content marketing team) and the same way all of us have a corporate email address and phone number, we’ll all (or nearly all) have a role to play on behalf of the company in social and content marketing, eventually.
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  • Where does this ultimately lead? We’re not there yet, but I suspect it’s predictive modeling, with internal social and content opportunity routing based on artificial intelligence and enterprise knowledge mapping. If we know the specific areas of expertise of each employee and can store that in a relational database, and we can also know via presence detection who is online and/or what their historical response times have been, we can use natural language processing (a la Netbase) to proactively triage and assign social interactions to the best possible resource in the organization.
Pedro Gonçalves

Content Marketing is More Important than Ever | Experts' Corner | Big Think - 0 views

  • The major takeaways from Google Panda and update (in no particular order) are as follows: Focus on original content – you will get hammered for “stealing” or repurposing on too high a scale (for example, lifting content from Wikipedia) Over-optimization kills – Google can sniff out sites that are designed solely to exploit certain key words (for example, repeating the same keyword, or variations thereof to drive traffic) Link to high quality/authoritative sites – while Panda focused more on a more systematic sweep of SEO, Penguin is focused on the processes around linking. Don’t over-link, and when you do create links, link to high quality sources Excessive Ads are Bad – If it looks like you are running too many ads against your content, you will face the consequences SEO is a “Bad Word” – The rise of the term “content marketing” effectively means that high quality content trumps low quality link bait.
  • Write Guest Blog Posts for Authoritative SitesContent marketing does not just refer to content you write for your own site, but content you write for other sites.
  • content marketing also improves SEO rankings and traffic.  Link building is a common SEO strategy that is always difficult to grow through a paid channel.  The best way to get organic and quality links is by creating interesting content that drives people to link and share your content.  Whether or not it’s directly related to your line of business, driving free traffic is always a victory.
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  • The whole purpose of your own blog is to drive the highest quality, most targeted traffic to your conversion funnel – if you are not doing that, you might as well not have a blog.
Pedro Gonçalves

Studies show more than 40 percent decreased organic reach on Facebook - Inside Facebook - 0 views

  • Earlier this month, Facebook noted that pages could see a decrease in organic reach as a result of News Feed algorithm tweaks that favor newsworthy posts. However, many marketers and Facebook page admins are reporting that they’re seeing an extreme drop in organic reach — as much as 44 percent in some cases — and it has been going on for months.
  • Komfo, a social marketing firm, studied fan penetration among 5,000 Facebook pages of various sizes from August through November with the following findings: 42% decrease in fan penetration 31% increase in viral amplification 28% increase in clickthrough rate (CTR)
  • In Komfo we do not doubt that the survey shows that there is no “free lunch” on Facebook anymore, and companies have to start investing in Facebook advertising if they want to reach the right audience with their content. However, it also shows that the Facebook’s algorithms, that control what we see in our newsfeed, have been improved. Facebook has become better at showing a page’s content to the most engaged users. Jim Tobin, President of Ignite Social Media, also saw significant drops in organic reach. In a study of 689 posts of 21 large brand pages found that in the week of Facebook’s announcement, organic reach dipped an average of 44 percent. Tobin pointed out that the previously accepted reach percentage of 16 percent can now be as low as 3 percent.
Pedro Gonçalves

Customers remember experiences, not content | Media Network | Guardian Professional - 0 views

  • Justin Pearse recently wrote a nice article on the state of digital content. He argues that content needs to be thoughtful, meaningful and well executed for it to be effective – it should be less about the brand, and more about the audience.
  • While his argument is absolutely correct, it pivots on the idea that engagement often begins and ends with a piece of content. The reality is that the failure of content marketing is in the belief that content exists in a vacuum.If you create a piece of content and don't support it, you're probably going to be disappointed. In other words, if we define experience as the beginning-to-end engagement with a brand, then content is simply part of the spectrum.
  • Digital content needs to be supported by great user experience (UX), solid digital strategy, attentive channel management and smart technology. To reiterate – it must be part of a system.
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  • Under this model, content strategists realise digital strategies and UX requirements as the things our users read, watch and play with. In other words, we are really the architects of experiences.
  • Content works best when you define it as anything that occupies your brand's space. Content strategy therefore works best when it's the conduit between user experience, strategy, creative and technology.
  • Most agencies look at content strategists as the guys who audit content, test its effectiveness and generally specialise in its strategic and editorial underpinnings.This needs to change.
  • I recently worked with a bank that wanted branded content to help bolster waning sales of a low-rate credit card. But when we looked closely at the entire experience, we realised that content would do little for card sales. The application process was complex, dated and unfriendly.My recommendation as a content strategist was "fix your website then look at content". We built out a strategy, but it focused more on constructing an ecosystem for content than content itself. Put differently, it laid out scaffolding for good, hard-working content.
  • users remember fun, exciting or informative experiences that go well beyond any single piece of content.
Pedro Gonçalves

A Top LinkedIn Exec On Why Content Marketing Matters More Than Ever | Fast Company | Bu... - 0 views

  • Today the brand “voice” takes a front seat, while the hard sell takes a step back, and artfully communicating to your audience is critical in a feed-based advertising landscape that is here to stay.
  • Don’t Just Sell, Add Value Offer useful content that will earn you credibility with your desired audience
  • In 2012, content marketing was the leading tactic for 18.9% of marketers worldwide. In 2013, that percentage has grown to 34.8%.
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  • Ask Them What They Want to Hear
  • Be Human Find ways to incentivize without blatant self-promotion and don’t shy away from humor.
Pedro Gonçalves

The Future of Marketing is (better) Context | Forrester Blogs - 0 views

  • Context is more than location. Context is derived from a wealth of signals pulled from environmental, social, emotional, cultural, and economic factors. The current SMS push messaging campaigns, where an offer fires based on a customer's location, is just the beginning. As marketers mature in handling context, they will come to know that Mrs. Smith isn't interested in the store nearest her home, where the area has poor lighting and bad parking, but the one you have in the mall 10 miles further out. Why? Because she can visit your shop, along with six others, in the stress-free mall; leave her infant in the crèche; and pick up her husband from work on the way back. 
  • Smartphones and wearables are the Trojan horse for bringing this new data to brands, with the new Samsung S4 smartphone having nine built-in sensors, and Google Glass a staggering 13. These devices bring more environmental and emotional real-time data about location, orientation, movement, temperature, humidity, light levels, and other golden cues to help remotely view a moment
  • two-thirds of consumers would unsubscribe from brands promotions if they thought the messages were too frequent — in the UK, 27% said they would stop using the product completely. It's clear that brands have to respond by understanding context in order to set the appropriate cadence of messaging.
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  • Context isn't an optional approach for brands; it is one increasingly mandated by a connected smart consumer.
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