The marketing word of the moment has been “e-commerce.” Indeed, e-commerce has had a stellar performance and warranted such attention.
The top performing e-commerce companies achieved a monthly revenue 329% higher than other companies by the sixth month of business. Throughout the market, e-commerce is slated to have an annual growth rate of 15% until 2018, according to RJ Metrics.
This growth may have been fueled by the prevalence of smartphones and tablets: At least 90% of consumers own at least one device. Many brands have been filling up cyberspace, jumping on the e-commerce bandwagon.
The result, given the speed of e-commerce development, is that certain markets are already approaching a saturation point.
What does this mean for the luxury market?
Fortunately, it seems that the luxury e-commerce market may not be facing this situation anytime soon. Despite e-commerce’s brilliant report card, the luxury market has been slow on the uptake.
According to McKinsey & Company, in 2014, online sales represented only 4% of total luxury sales. This may be because some brands believe that luxury shoppers would not buy expensive things online, preferring to ......[more]
22 December 2015 · By Rachel Cheong
Content marketing has become an increasingly significant component in the digital marketing mix. In a highly digitised world, marketers are confronted with the task of marketing to a Millennial demographic with unprecedented appetite for content consumption in a fragmented media environment.
While a handful of brands have seen success in establishing an audience that advocates on its behalf, most brands still struggle with lacklustre engagement, stagnating follower growth, and limited organic reach on social media channels.
The truth that many brands don’t realise is that content marketing is more about the content than the marketing. It’s about providing content that resonates with consumer interest. Content that is convoluted with product messages or laden with sale pitches rarely translates into a dedicated, engaged following.
The key to building an audience lies in the value exchange. People don’t mind consuming product content if it’s relevant, informative, insightful, or entertaining. This is where we can learn a thing or two from the veterans of publishing that have long mastered the delicate act of balancing readers’ and advertisers’......[more]
07 September 2015 · By Ilse Peeters
Young people are the most likely to download mobile apps. They also spend lots of time every day on mobile media, which gives advertisers good reasons to broaden their advertising campaigns to mobile platforms such as news apps.
This approach has been met with success. The first impact measurements of campaigns on the mobile news Web sites from Het Laatste Nieuws and De Morgen show that these campaigns do better in terms of recognition and attribution than the average online campaign. The impact of these mobile advertisements is ......[more]
13 July 2015 · By Erik Grimm
In the early years of the Internet, media professionals were very optimistic about online research. On the Internet, everything would be measurable. The possibility of passive measurements would make a proper audience measurement a piece of cake.
By now we know better. And we think back with sympathy to the times media behaviour could be measured through questionnaires alone.
When setting up the first edition of online audience measurement, this euphoria was quickly gone. The measurement of unique devices (browsers) was not difficult. But how do you create a good reporting of the number of people visiting a site or page?
Setting up a representative panel was hard enough. How do you find people who ......[more]
08 July 2015 · By Irene Fogarty
IrishTimes.com hosted an innovative fundraising campaign for Trócaire (the overseas development agency), highlighting awareness of unequal global access to clean water. Trócaire’s campaign focussed on Malawi, where drought and poor access to water characterise the majority of rural communities.
The campaign proved a huge success with our visitors, underlining the benefit for charities that engage online visitors with unique and creative sponsored content.
The campaign took the form of an interactive story, driving our visitors through different narratives based on their decision to donate or not. Readers could witness the positive effects of donating by clicking on one button. Conversely, clicking on a button and opting not to donate brought visitors through the difficulties ......[more]
30 June 2015 · By Gloria Arlini
Having survived multiple death pronouncements at the turn of the digital era, magazines have proven their resilience by evolving into a multi-platform content provider, or what is better known today as the magazine media. But there are lingering doubts about the efficacy of magazines in the world of multi-screens and mobility. What relevance can a predominantly print medium have in an era of hyper-connectedness, regardless of how much it has evolved?...[more]
18 March 2015 · By Gloria Arlini
“The Great Chinese Exodus” and the luxury marketers’ conundrum
There is something brewing in the Orient — something that will radically change the population demographics of many key cities in the world.
This means about 1.9 million affluent Chinese individuals are uprooting – what The Wall Street Journal calls The Great Chinese Exodus – in search of the Promised Land that offers quality education, less polluted air, and better food safety standards.
With their extreme wealth (totaling US$3.8 trillion, according to World Wealth Report 2014) and potential spending power, this demographic shift creates ......[more]
02 March 2015 · By Ilse Peeters
For publishers of news brands, it is essential today to demonstrate that their news brands are more than just hard copy newspapers. The readership of a “newspaper brand” is more than the readers of the paper version alone; it also includes the readers of the digital newspaper, the Web site, and the app.
But how do you prove to advertisers that this change in news consumption also offers new opportunities? It is almost impossible to demonstrate this on the basis of the current readership studies (such as from the National Readership Survey), as these studies are not yet adapted to the new reality of news consumption.
The frequency with which readership figures are accessible for the market is also different for each medium. Readership figures for printed media are published twice a year in the national readership survey on the basis of progressive averages, while the visiting rates for Web site and mobile report daily readership.
Combining these different currencies has ......[more]
15 February 2015 · By Erik Grimm
News media with print DNA may serve more readers than a decade ago. However, a large group of advertisers will be unaware of this fact.
A number of old-school media professionals are still focusing on the downward trend of news print circulation. This leads to unnecessary damage of reputation of news brands, so there is an obvious need for news media to shift the focus from print alone to the full spectrum of their portfolios.
Such a broad view of full media brand performance calls for a widely accepted, undisputed audience reporting of the complete footprint of news media.
In the Netherlands, a couple of advanced initiatives for cross-media reporting are being developed. In this blog post, two of those initiatives are discussed: the extension of the national print currency and the introduction of a time consumption study, Media:time Cross Media.
A combined reporting of both online and offline media is easier said than done. Digital media require ......[more]
04 December 2014 · By Bart de Proost
In recent weeks, a number of reports have appeared about fundamental changes in direction for the national readership surveys (NRS) in various countries.
New steps are being taken in the Netherlands to include the circulation figures in the NOM (Nationaal Onderzoek Multimedia) organisation, which administers the NRS study.
The objective is to make the sales figures more transparent and ensure they are more in line with the reach figures. This year, the reach figures have also provided additional insight into the advertising reach of printed media, a parameter for which advertisers have been waiting for some time now.
The United Kingdom’s newspaper publishers, in cooperation with consumer magazine publishers, leading advertisers, and agencies, have announced the timing for their wide-ranging review of audience measurement for published media brands, with the aim of ......[more]