About two-thirds of German mobile phone owners use smartphones. And they are using them increasingly intensively, as also seen in the viewing of mobile TV offers. According to the media firm Nielsen, usage was at 19 percent in the first quarter of 2013.
On the other hand, video platform Ebuzzing has ascertained that half of all Europeans have never seen an advertising video while surfing the web on a mobile device. This is changing. The successful advertising campaigns of the future will have to be compatible with all channels.
In Germany, almost one in two customers transact their banking business online and over 50 percent of this group check their account at least once a week using a PC or smartphone. These are the results of a poll conducted by the Association of German Banks (Bundesverband deutscher Banken) in 2013. Moreover, 85 percent of smartphone users prefer to make payments via an app from their bank. The second most popular providers are payment-card brands, accounting for 75 percent. These figures are to be found in an accenture study entitled ‘Mobile Web Watch 2013: The New Persuaders’.
The 9th M-Days – Specialised Exhibition with Integrated Conference for the Mobile Business – in Frankfurt am Main on 13 and 14 May 2014 provides a platform for developments and trends in mobile banking within the framework of the Mobile Enterprise product segment. “Naturally, mobile banking is a must on the agenda of M‑Days in Germany’s banking capital. Therefore, in cooperation with the Frankfurt School of Finance & Management, Messe Frankfurt is holding two events spotlighting this subject at M-Days”, says Ruth Lorenz, Vice President New Events of Messe Frankfurt, underlining the great importance of the financial sector.
Social video is changing the rules of advertising. Advertising is changing from disruption to content that people are themselves sharing with their friends on the internet. According to the provider of social video marketing Unruly, the number of ad videos shared on the internet has taken to new heights in the last year – the three most shared video ads alone achieved over 11.6 million shares. The study shows that users don’t care whether the video has a commercial background or not. The decisive factor is how strong the emotions are that the videos trigger among the viewers.
According to the media company Nielsen, investment in online moving images increased by 23 percent to 240.2 million euro in Germany last year. For the year 2017, Nielsen even forecasts doubling of these figures to half a billion euro. This is no wonder considering the fact that online ad videos have a more pronounced effect that conventional TV spots among YouTube users for example, as shown by a Google study conducted together with the Gesellschaft für Konsumforschung (GfK) in 2013. A survey carried out by branded content specialist Be On (AOL) also points in the same direction: 78 percent of those surveyed in Europe see web videos as having a more lasting impact than television on consumers. The reach alone speaks for this. Compared to the video portal YouTube, on which a billion users around the world view six billion videos each month, television ads have a very limited reach.
Email-Expo 2014 will be focusing on all aspects of marketing automation and data-driven marketing. At the integrated congress, international marketing experts will be offering insights into the latest developments in the fields of mobile, lead generation and address acquisition. One of them is Kath Pay, Plan to Engage, from UK. In the interview, she answers our questions about trends and highlights of eMarketing:
What is, in your point of view, the most important trend this year?
Personalisation by using data gained from customer’s actions and behaviour.
Our Messe Frankfurt’s Navigator App has won the “Digital Excellence Award“ in the category “Best Onsite Engagement with an App”.
Messe Frankfurt’s interactive trade fair calendar was also nominated for a Digital Excellence Award in the category “Best CVB/location-based Digital Marketing Campaign” and achieved second place in the final round.
Of course we are very pleased to have received such recognition for our Navigator App, especially because it is coming from trade fair pros. This award and recognition of our trade fair calendar clearly indicate that the products from our digital experts at Dexperty are providing added value for our trade fair’s exhibitors and visitors.
At first glance, the maths may seem easy. The more often a banner is clicked on, the more successful an ad campaign is. But when taking a closer look, it becomes apparent that only around 5% of the internet users is responsible for 80% of all clicks. The vast majority of users only click on banners by mistake if at all. This knowledge combined with the issues of conversion and ROI puts into perspective the success measured by the number of clicks.
Nonetheless, ads also have an impact on non-clickers. Brand recognition is still increased by way of expressive ad campaigns even if they only momentarily arouse awareness. For example a study conducted by Tomorrow Focus/comScore showed that the positive effect of ads is not dependent on the number of clicks. Users remember the message and the company name, but prefer to find their way to the website via search engines or by entering the URL directly.
When it comes to installing electronic business processes, most small to medium-sized companies neither have their own IT departments to call in for assistance nor, generally speaking, do their funds run to commissioning external IT service providers. Thus, Germany’s Federal Ministry for Economic Affairs and Energy (Bundesministerium für Wirtschaft und Technologie – BMWi) supports companies wanting to introduce modern information and communication technologies in an intelligent way with ‘Mittelstand Digital’, an initiative for digitalisation in small to medium-sized companies.
The BMWi will present this nationwide initiative at M-Days, Germany’s biggest trade fair for the mobile business in Frankfurt am Main on 13 and 14 May. At the ‘Mittelstand Digital’ lecture area, there will be four specialist forums on the subjects of ‘M-commerce’, ‘Mobile business processes in the installation trade’, ‘Mobile Industry 4.0 – applications for small to medium-sized companies’ and ‘Usability of mobile information and communication applications’.