The GMA Talkback Magazine February contains stories about; - Mobile retargeting The modern marketer’s dream comes true in 2013 - People prefer marketing messages by mail and email - Careful steps on foreign soil

1. Issue 1 - February 2013
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3. FEBRUARY 2013
Talkback
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Contents
Mobile retargeting: The modern marketer’s
dream comes true in 2013 04
People prefer marketing messages by
mail and email 07
Take a tour of ‘tech cities’ 10
Trend-spotting redux By Doug Sacks 13
Careful steps on foreign soil 16
Carry yourself with style 19
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4. Talkback FEBRUARY 2013
Mobile
retargeting:
The modern marketer’s
dream comes true in 2013
By Simon Wajcenberg
N inety-five per cent of users leave a
website without making a transaction,
but once retargeted, they are 70 per cent
consumers on desktop for some years, with
much success. Now, new technology means
that this success can be translated to the
more likely to complete a purchase. Simon growing brigade of mobile shoppers. 2013 is
Wajcenberg explores how, with 75 per cent going to see mobile retargeting seriously
of the world’s population now having taking off.
access to a mobile device, the opportunities The speed of mobile’s crusade against the
offered by retargeting on mobile are going PC has been so rapid that many marketers
to turn the mobile marketing myth into a have been left reeling. But, while the web
reality this year. took 15 years to disrupt everything, it has
Retargeting – the ability to get back the only taken the smartphone five. During these
98% of shoppers who look but don’t buy or five short years 45% of all American adults
the 60% who leave their shopping basket have acquired a smartphone and 18% a
agonisingly full but fail to checkout – has tablet. These figures are only set to rise:
finally come of age for mobile. Analysts are predicting that in two years, 90%
Advertisers have been able to retarget of mobile users will own a smartphone.
04 www.the-gma.com

5. FEBRUARY 2013
Talkback
New technology, enhanced opportunity Advantages of retargeting and mobile
M-commerce – the purchasing of products provide real ROI for advertisers
on smartphones and tablets – is booming, as So, while adhering to the highest privacy
all the sales figures over the holiday season standards, mobile retargeting enables
2012 proved. We found that clickthrough advertisers to re-engage consumers who
rates on mobile ads rose 23% over Black have previously shown an interest but never
Friday and Cyber Monday in contrast to a actually committed. In fact, it is estimated
five per cent rise in clickthrough rates that just two per cent of online shoppers
on desktop ads over the same period. make a purchase on their first visit to an e-
Importantly, we have found that retargeted commerce site. With mobile retargeting,
mobile ad campaigns generate, on average, marketers can take advantage of location
an impressive 40% conversion rate from tracking and RTB, to retarget relevant ads at
previously abandoned leads. the right time and place, to the right
Until now, mobile retargeting has been audience and on the right device.
impossible due to strict mobile privacy The hard facts are that now brands can
regulations. However, there is now new target and retarget mobile users in 220
mobile retargeting technology that has been countries resulting in a potential 60 billion
developed in compliance with privacy monthly impressions. And at Clash, we
regulations. It securely maps anonymously charge on a results only basis, so ROI is
held keys to a given user. Supporting this further increased.
technology are five servers handling 85
million user records and processing Simon Wajcenberg is global CEO, Clash
thousands of queries per second, per server, Group – the major New York and London-
at an average query time of five milliseconds. based full service digital media company.
Analysts are predicting that
in two years, 90% of mobile
users will own a smartphone.
www.the-gma.com 05

7. FEBRUARY 2013
Talkback
People prefer marketing messages by
mail and email
David Cole dissects the information gleaned
from the latest fast.MAP Marketing-GAP Report.
E mail and direct mail continue to run neck
and neck in the favourite-marketing-
contact-route stakes; holding their own
These findings are included in the August
8, 2012, wave of the influential fast.MAP
Marketing-GAP Report – sponsored by
against all newcomers, according to new MarketReach, part of Royal Mail and in
research. partnership with the Institute of Sales
People prefer to hear about some subjects Promotion (ISP) and Institute of Direct
by email, others by mail and none of the Marketing (IDM) – which has been tracking
other media come anywhere close to them consumer attitudes to marketing and
in popularity. measuring ‘the GAP’ (how closely marketers
For example, banking – the subject about are keeping up with the changes), since
which the largest number of consumers 2005.
want to receive marketing information – 35% It achieves this by using two online
(up one per cent year-on-year) “are happy” questionnaires; one completed by a fast.MAP
to be contacted by mail and 27% (down from panel of 1,000+ demographically-balanced
30% in 2011) by email. consumers; the other by a panel of 350+
These routes are 500% more popular than marketers.
nearest rivals landline (five per cent up from The study reveals that overall, landline is
three per cent) and SMS (five per cent up dropping out of favour as more people move
from two per cent). to mobiles, or more accurately, SMS, since
www.the-gma.com 07

8. Talkback FEBRUARY 2013
less than two per cent of adults are happy to
receive marketing information via mobile 80% of people open direct mail, the same
calls (up one per cent on last year). Other as in 2010; after rising to an impressive 87%
social media are even less popular as last year, the highest since Marketing-GAP
marketing contact routes. was launched in 2005.
Marketers overestimated the popularity of A third of these open all direct mail, while
all marketing media, but especially mobile 45% only open messages from companies
and social networks which they typically they use. Both groups have fallen by four per
expected to be at least 200% more popular cent year-on-year.
than they actually are. Marketers thought eight per cent fewer
“This results of this study really are not would open all mail, but only overestimated
surprising.”, said Matt Bright, Insight manager by two per cent the percentage who only
at MarketReach. “Marketers are rightly, open mail from known companies.
closely engaged with new media channels, The challenge for marketers is to target
but they should regularly consider how their this digitally-acquiescent minority accurately
behaviour differs from their customers. enough to generate a satisfactory return on
“The digital audience is highly diverse and investment; yet be prepared to stick to
not all are engaged at the same level. This traditional contact routes, if the newer media
survey shows us that consumers of all ages do not offer a close match with prospects.
still care about the printed communication
they receive from companies more than the
digital engagement they have with them.” David Cole is MD of fast.MAP.
The digital audience is highly diverse and
not all are engaged at the same level. This
survey shows us that consumers of all ages
still care about the printed communication
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10. Talkback FEBRUARY 2013
Take a tour of
‘tech cities’
Laurent Boninfante (pictured) discusses a global
phenomenon and its impact on digital marketing.
T here has been a revolution in recent
years in urban development that is
changing marketing as well as the physical
(TCIO), the body set up by the UK
government to drive investment inside the
city walls, we can expect some senior-level
environment. ‘Tech cities’, as they are loosely social media knowledge and know-how to
labelled, have started cropping up in key add a new vibrancy and impetus to
locations around the world. marketers in the area.
As a global marketing technology From my own experience, this and every
company that has recently moved into other tech city offers a range of more
London’s tech city, I wanted to take you on a intangible benefits over and above the
tour of some of the most interesting obvious investment and publicity gains. The
examples and provide some ideas and feeling of community among companies is
insight into the likely impact these will have making each area greater than the sum of its
on digital marketing. parts, while broader benefits of better
London’s tech city has grown steadily infrastructure and a more established
since its inception in November 2010 when ecosystem are evolving local communities
Prime Minister David Cameron announced as well as driving fresh talent to companies
his vision for the initiative. With the news last in these locations. There is, of course, also a
month that Joanna Shields, ex-VP EMEA for risk that major technology companies could
Facebook, is taking up the helm as CEO of drain skills from smaller start-ups, but the
the Tech City Investment Organisation general feeling is that the additional
10 www.the-gma.com

11. FEBRUARY 2013
Talkback
attention brings more benefit than innovation. Companies such as Facebook
challenges. and eBay are actively acquiring technology
Looking around Europe, Skolkovo in developed in the area meaning the
Russia is also going to be making waves. purported aim to replace, rather than
Innovations relevant to us marketers that replicate, Silicon Valley cannot be
have already been developed by this tech immediately dismissed. Israel is potentially
city include a single platform for all seeing a faster innovation curve in areas
ecommerce orders and buildings that such glass-less 3D content viewing
become giant screens for marketing (Eyevector), personalised ecommerce
messages. When you consider that Skolkovo (C&ST), location-based advertising (Mobli)
has tempted Intel’s former and facial recognition, all of
CEO Craig Barrett onto its which will play a bigger
leadership team, Mark “When you consider role in our future digital
Zuckerberg of Facebook that Skolkovo has lives.
recently spent time there China’s incredible 20-
and the 2014 G8 summit is
tempted Intel’s former year history in creating
being hosted there, this CEO Craig Barrett onto technology parks cannot
location is sure to be upping its leadership team, be ignored either. With six
its innovative edge more currently in the
Mark Zuckerberg of
considerably over the next works, in addition to the 88
few years. Facebook recently further state-level
Further afield, Konza spent time there and locations, these parks
Techno City in Kenya, also the 2014 G8 summit is created revenue of $2.06
known as ‘Silicon Savannah’, trillion in 2011, proving the
could have a strident impact being hosted there, incredible value of such
on mobile marketing, this location is sure to initiatives, should anyone
especially for mobile be upping its still be querying this. The
financial services, in years to country already leads the
come. There are reportedly
innovative edge” world in patent
now more mobile phones in applications, while its fast-
Kenya than there are adults, growing economy and
while the country also leads the world in the innovations in areas such as social gaming
use of mobile payments, with half of all and mobile apps will mean other countries
transactions being conducted in Kenya. look to China for what’s coming next in
While the rest of the world is eagerly these sectors.
awaiting the availability of near-field And last but not least, for those wanting to
communications (NFC) to enable easy start out truly global, there is even a
mobile payments, consumers in this ‘mobile fascinating project underway to develop a
first’ nation are happily paying for their brand new tech city on a vessel anchored in
weekly shop in supermarkets on their international waters just off the coast of
mobiles via the M-PESA microfinance service California. Backed by Peter Thiel, founder of
from Safaricom, the Kenyan mobile network Paypal, Blueseed is currently focusing on
operator. applications from the tech start-up
Harnessing this, and other burgeoning community, but investment partners such as
innovations, is something that both local and Lumia with its strong focus on marketing,
global businesses will look to Konza for – data and content, show that marketing
and if the organisation’s official website is companies will also be a future focus.
indicative of the sophisticated approach the Running global marketing programmes
initiative is taking, I expect to see this tech from international waters could be a very
city rise to the fore. interesting aspect of this initiative!
Israel’s Silicon Wadi area around Tel Aviv is
already relatively mature due to the country’s Laurent Boninfante is EMEA managing
historical capability for technology director, Acquisio.
www.the-gma.com 11

13. Talkback FEBRUARY 2013
Sailing the
economic ship
GMA columnist Doug Sacks (pictured), reporting from the
USA, takes a look at trends marketers should be aware of.
A sluggish US economy showing signs of
emerging from a long hibernation, but not
yet fully awake, compounded by reports of
thoughts about health equals pure gold for
some industries and accounts for generic
drugs, pilates & yoga, self-tanning products,
double and triple dip recessions in some 3D printers (used for medical technology) and
regions of the world, makes me look at trends online eyeglasses making this list. But really,
to see where the money is or where it may be online anything is a growth category and will
heading. Marketers, like bank robbers, need to only get stronger. Here’s a thought – in a year
know where the money is, in order to be or two the ageing boomers will be dying off.
successful. Maybe mortuary services should make the
Almost a year ago, IBISWorld reported on next Top 10 list.
the ten fastest growth industries in the US.
Let’s review them here, although I don’t see
many of these as being able to right America’s
economic ship. It’s a big ship and these are
2. Back to nature, awareness that the
destruction of the environment erodes
our quality of life, and the lessening of our
small amounts of ballast. But many underlie reliance on foreign oil are all reaching new
larger trends which we can set sail upon. heights of public acceptance which will drive
the solar panel and Green building
• Generic Pharmaceutical Manufacturing construction sectors along with all forms of
• Solar Panel Manufacturing the ‘Buy Local’ and ‘Eat Healthy’ (see ageing,
• For-Profit Universities hypochondriacal baby boomers), and ‘Save
• Pilates & Yoga Studios the Farmland’ movements. This is one trend
• Self-tanning Product Manufacture that crosses generational boundaries, which
• 3D Printer Manufacture could give it some staying power. However,
• Social Network Game Development less destruction of the environment seems to
• Hot Sauce Production be in direct contradiction to some of the
• Green & Sustainable Building Construction technologies that will, theoretically, reduce
• Online Eyeglasses and Contact Lens Sales our reliance on foreign oil. These include
hydraulic fracturing (fracking) to release oil
1. The Baby Boomer generation is ageing.
And, although they like to believe that 60
is what 40 was a generation ago, anyone who
and gas deposits at the cost of serious water
contamination and human health issues and
building a contested pipeline from Canada to
is 60 or more knows that’s a bunch of transfer the oil derived from shale.
malarkey. Combine the ageing thing with the
American obsession with health, shake well
and you get a potent cocktail. We are
obsessed about our health. A nation of ageing
3. Hot sauce production. Well, as the
Republican Party has learned a bit too
late, the US demographic is not changing. It
hypochondriacs. Obsession with health HAS changed. Latino culture is here to stay
should not be confused with actually being and growing super-fast compared to white,
healthy or adopting healthy lifestyles. But we black and Asian groups. Plus Latino tastes in
at least want to think we are. So an ageing food, music and culture have, by the force of
demographic and ever more obsessive sheer numbers, gone mainstream. Politicians
www.the-gma.com 13

14. Talkback FEBRUARY 2013
will fall all over themselves cozying up to this products/wholesalers/gasoline stations,
demographic during the next four years, as industrial machinery, cattle ranching,
will marketers for a generation to come. employment services, computer systems
design. Commodity prices hitting sky-high
4. Social network development, along with
mobile phone anything, has to be a huge
growth area. But, I predict one will long
levels, growing interest in domestic oil
production, bringing American jobs back to
the US are driving some of these. Computer
outlast the other. Social networking will fizzle design and employment services sector
within a few years as the college crowd gets growth are self-evident.
jobs and becomes too busy to be so self-
absorbed. And business-related social
networking sites have yet to prove their worth
– and, in fact, may not have any outside of an
7. One last trend that is here to stay also has
to do with demographics. If you want a
job, look for a woman to hire you. US
inflated stock price making investors happy. women-owned businesses are outpacing all
But reliance on a super-smart phone with other business sectors and have been for the
more and more capability is here to stay. past decade. Consider these facts about
women business enterprises (WBEs):
5. For-profit universities indicate a
ferociously competitive job market (for
both college graduates and late-in-life career
• WBEs employ 7.7 million people. That’s 40%
more people than the three largest
changers), plus its focus on online courses employers – McDonald’s, IBM and Wal-
feeds into the continuing reliance on the Mart – combined
Internet. Looks like a win-win for that one at • There are 8.3 million WBEs in the United
least until the economy recovers. The real States
value of those ‘diplomas’ remains to be seen. • WBEs generated $1.3 trillion in 2011 alone
• WBEs will create 5.5 million new jobs by
6. Forbes adds private industry sectors like:
support activities for mining, petroleum
2018, representing 1/3 of all new jobs
expected by the Bureau of Labor Statistics.
14 www.the-gma.com

15. Measure on a new scale.
What happens when an agency
mixes best-in-class analytics,
leading technology and customer
strategy with digital media
excellence and provocative creative?
Visible results.
Of entirely new proportions.
Expect more. merkleinc.com.

16. Talkback FEBRUARY 2013
Careful steps on
foreign soil
Look before you leap into international multi-channel
marketing, says Steve Kemish (pictured).
Tread carefully and you score sky-high ROI.
T here are a multitude of factors to consider
when adopting a multi-channel approach
internationally. Decent translation of content
won’t be understood in a particular country,
then it’s unlikely you’ll see any ROI and will
waste your valuable budget that could be
across channels is a first obvious step, but spent in more effective ways.
understanding cultural differences and If you are convinced that international really
implications is far more crucial and beneficial is right for you, it’s important not to just shoot
in the long term. and run. Digging deeper for facts is now
Poor cross-culture marketing can have a crucial. Understand your target audience’s
significantly negative impact on a brand. A preferences. Research where you can. Will
lack of cultural awareness and poor translation Thai recipients respond better to social media
for example, will mean marketers are unlikely or direct mail? How will your targeted contact
to see much bang for their buck. And view their communications? On their phone,
remember, the human touch is required when on their laptop? At work, at home? Consider
communicating to any consumer and people time differences and public holidays, too –
around the world have very different nuances before you press ‘send’.
and perceptions of this. It is also important to Once you have understood the variances,
understand regional differences within translated and adapted your content, strategy
countries . . . not every country is as small as and approach to fit the culture and target
the UK! audiences, the launch of your international
It may be a tough call, but is your product or campaign is the logical next step.
service actually right for all the countries you But wait! Have you considered your use of
plan to target? It may be tempting to treat data? Are you aware of relevant data laws in
‘foreign’ as one big targetable land mass, but the countries you are targeting? Germany, for
you’d be very wrong to do so. If your instincts example, is a data danger zone when it comes
are telling you that your product or service just to sending unsolicited communications.
16 www.the-gma.com

17. FEBRUARY 2013
Talkback
Trending countries engine advertisement and social media are
So which countries are catching the eyes of popular throughout Turkey and the younger
big-time investors and large corporations? generation is fashionable, modern and
These ‘next generation countries’ will begin to technologically well connected.
emerge and impress in the world of Angola is another emerging marketplace to
technology and trade and therefore marketing. keep an eye on. Following the end of the civil
Russia is determined to shake off its ‘bread war in 2002, Angola is now a stable investment
queue’ associations and become a real part of environment with diamonds and oil making up
the global economy with big investment in 60% of the economy. Key trading connections
trade. The retail market there is booming, with Canada meant it was one of the world’s
along with luxury car sales. Western brands are fastest growing countries just before the
noticing Russians craving modern living, financial crisis hit.
helped by an influx of credit and higher levels Whether it is Turkey, Angola, Russia – or
of disposable income. The younger Russian even Mars in the future! – multi-channel rules
population has a strong work ethic and must still apply. Understand your target
understands that studying is the key to audience and what makes them tick, when
improving their prospects. This is driving down and how. International is not just one big
unemployment rates and improving economic dartboard for you to throw all your arrows at
growth. Communication links have been and hope to hit the bull’s eye. You wouldn’t run
improved throughout the country and, in the a campaign in this way in the UK, so don’t fall
past decade, businesses are developing and into the ‘one size fits all’ trap abroad. Do your
growing, due to faster internet connections research, take your time, gain knowledge and
and better communication links. understanding, and only then will you stand a
Without travelling too far south, we arrive in chance of international success.
Turkey. After years of gradual economic
growth and rising incomes, Turkey is now Steve Kemish is managing director at Cyance
becoming a country to watch out for. The and will be presenting at Technology for
digital and advertising market is growing, with Marketing and Advertising (TFM&A) at Earls
heavy investment in creativity and IT. Search Court 2 in London on February 26. His
presentation, ‘How vital it is to embrace a
multi-channel approach?’, covers current
trends and tricks you need to arm yourself
with for 2013.
www.the-gma.com 17

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19. FEBRUARY 2013
Talkback
Carry yourself
with style
(thanks to BRTV)
Digby Orsmond explains how best to
harness Brand Response Television.
D RTV (Direct Response TV) is often seen
as the poor relation of traditional high
budget brand advertising, but in the past five
and we find that the multitasking 18-35-year
age group react positively to BRTV ads –
especially if these are highly creative and
years, the increased use of the internet by slightly edgy.
consumers has narrowed the gap. This has Younger viewers especially are happy to
recently led to the creation of a new low cost immediately visit a BRTV advertiser’s website
genre of TV advertising called BRTV (Brand and just as importantly share what they’ve
Response TV). found with their friends on Facebook &
These are 30-second spots that promote a Twitter. Results are even more powerful
URL to drive viewers with tablets or when the BRTV ad offers a free sample or
smartphones to visit a website and make a special discount.
purchase. With BRTV, the focus is less on We’re on a mission to make BRTV more
name recall and more about driving online affordable in the UK and one of our recent
traffic. This type of ad qualifies as ‘direct successes has been to help a dynamic young
response’ and allows the clients’ media online company to significantly grow sales of
agency to purchase airtime that can cost as
much as 50% less than fixed-position brand
inventory in which a guaranteed TV audience
level is purchased. With BRTV, there is usually
a more effective viewer engagement via the
advertiser’s website and this more than
makes up the difference in spend levels.
Additionally, the airtime discount minimises
risk and allows first time advertisers to safely
test TV.
At ARM Direct, our experience is that a
hefty 20% of additional online response is
generated within 10 minutes of a well-made
BRTV spot being transmitted. Nielsen tells us
that some 60% of television viewers watch
the box and surf the Internet simultaneously
www.the-gma.com 19

20. Talkback FEBRUARY 2013
their hero brand. February 2013 campaign and plans to make
Founder, Claire Barratt, took to social further BRTV ads to support the brand later in
media in 2011 to sell her unique customised the year.
ClaireaBella bags and Chloe Simms from the Research ‘TV and Online: better together’,
hit UK TV show – The Only Way is Essex – conducted by Thinkbox & IAB, confirms that
bought one and was ‘papped’, with the photo TV advertising can drive people online in a
appearing prominently in a national host of ways, the benefit being that the
newspaper. Claire said: “I was bowled over smartphone consumer journey is now much
with the immediate response online! A few shorter and viewers often respond to TV ads
days later, Chloe was also spotted in series 2 as and when they are seen in real time. From
of the TV show with her bag and my Twitter their analysis, it became apparent that the
timeline went crazy!” role of TV in driving online response has
Later that year, Claire got in touch with an been undervalued. Partially, this is down to
online gift website called ToxicFox.co.uk and the fast changing technological landscape
they were soon collaborating and extending and the huge increase in smartphone
the range further. ownership. Plus, BRTV campaigns are based
Clinton Njie (CEO of ToxicFox) decided to on hard facts as the response numbers don’t
explore whether television was an affordable lie – meaning that results can always be
option and, in September 2012, he appointed improved month-on-month by cutting out
ARM Direct to make a stylish 30-second the slow performing TV channels and testing
BRTV creative, using the catch phrase, ‘Carry others.
yourself with style’, featuring three young Television’s impact on website response
models and fun character animations by Nick all too often slips under the radar but the
Sneath. reality is this – making a low-cost highly
For a modest media budget, this was creative BRTV ad can help drive significant
tested on selected UK TV channels and online traffic, especially as all BRTV ads
ToxicFox website sales increased significantly shown on broadcast channels can now
with ClaireaBella fast becoming a ‘must have’ instantly be searched, shared and copied
bag in the all-important pre-Christmas online adding a whole new dimension to agency
sales period. This initial test proved so accountability. At ARM Direct we welcome
successful that ToxicFox is now rolling out a this new challenge.
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