The GITEX Tech Week Digital Marketing Industry Update03-Jun-2016
The balance of power in the Digital Marketing world is set to change for ever as CMOs get set to spend more on technology than CIOs by 2017
With the digital marketing industry now set to be worth US $2.81 billion in 2016 across the MENA region alone, it’s no wonder that digital marketing investment is now the number one priority for more than 7,000 senior marketing executives attending GITEX Technology Week 2016.
Now, with 86% of regional marketing executives planning to increase their digital marketing spend at GITEX Technology Week 2016, below you’ll find a rundown of some of the latest industry news and developments across the world of digital marketing technology:
Image courtesy of Co-operative Electrical.
With a recent Google report revealing that 84% of smartphone and tablet owners use their devices as a second screen while they watch TV, retail companies are beginning to realise the potential of digital marketing to drive revenue. UK retailer The Co-operative Electrical partnered with online e-commerce site eBay to run an advertising campaign during the final of popular UK TV show The Great British Bake Off. The UK retailer targeted second screen users by synching online ads for its cookery range with live updates from the show and the campaign resulted in a 190% increase in sales.
Image: YouTube Pre Roll
Image courtesy of YouTube.
94% of people skip online adverts as soon as they’re able to, which means that companies have approximately five seconds to convince viewers that their adverts are worth watching to the end. This is why Australian health insurance firm Medibank is using digital marketing to discourage customers for pushing the skip button during their YouTube video adverts. As part of a campaign to encourage young people to take out Private Health Insurance, Medibank was able to use digital marketing innovations to drive a 583% increase in people choosing not to press the skip button, compared to YouTube averages.
Image: Paper Style
Image courtesy of Paper Style.
With 80% of marketing automation users seeing an increase in leads and 77% increasing the number of conversions, digital marketing technology is helping a number of companies to increase their ROI in a shorter amount of time. For example, wedding invitation company Paper Style used marketing automation to identify whether customers were shopping for themselves or for a friend, with their response determining the content and promotions they were then sent. This marketing automation technology was able to increase Paper Style’s email open rates by 244%, email click rates by 161% and their revenue per mailing by 330%.
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