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What are brand marketers most concerned about as they head into 2018? According to survey results published on Marketing Charts this month, the top concern is "viewability and measurement," followed by "talent and skills."
Other major concerns, in descending order, include budgeting changes, complexity of technology, consumer data regulation, and brand safety.
Marketing Charts offers this analysis of why viewability and measurement is the leading issue on marketers' minds:
"The focus on measurement makes sense given several pieces of news to emerge this year, such as Facebookâs repeated acknowledgments that it had discovered measurement errors. Studies have shown that digital media buyers have little trust in audience analytics and measurement and that only a minority of advertisers and agencies trust data from publishers, media partners, tech companies, DMPs and DSPs.
More broadly, research has indicated that the pressure on marketing to measure its value, impact and contribution is growing."
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All those stories about the death of brick-and-mortar retail stores may be a bit premature. Yes, it's true that online shopping has overtaken traditional stores in sales volume as such giants as Amazon and Walmart duke it out in the digital world. Still, recent studies find that consumers seem to like both in-store and online shopping and recognize their unique benefits.
eMarketer reports that one recent survey found consumers prefer online shopping to in-store shopping for two primary reasons: They can find the cheapest product available, and they don't have to wait in line. However, over half the survey respondents (60.8 percent) said they like in-store shopping because they are able to get the item they want immediately instead of waiting for it to be delivered. Another survey found similar results: In-store shopping was preferred for the ability to see or try on items in person, while online shopping was preferred for convenience and cheaper prices.
The message to retail marketers? It makes sense to have both traditional and online stores and whenever possible, bring the two together with seamless customer service.
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All the talk about younger consumers' preferences for social media and texting may be inflated when it comes to the retail environment. Citing a recent survey of 18 to 44-year old consumers, eMarketer reports that the majority (63.2 percent) said email was their preferred communication channel with retailers. This compares with 13.6 percent favoring text messaging and 12.8 percent favoring social media.
Another key fact from the survey: Almost 60 percent of respondents found discounts offered by retailers in emails effective in prompting an action. Past purchasing was also an incentive to respond, but at a much lower level than discounting.
This post is brought to you by 123eGuides.com. 123 eGuides are a series of authoritative guides about branding, marketing and small business published exclusively in electronic format to provide maximum value at minimum cost.