MediAvataar's News Desk
Gartner Reveals Marketing Predictions to Guide Marketers Through Uncertain Times Ahead
By 2025, 80% of marketers who have invested in personalization will abandon their efforts due to lack of ROI, the perils of customer data management or both, according to Gartner, Inc. In fact, 27% of marketers believe data is the key obstacle to personalization — revealing their weaknesses in data collection, integration and protection.
“Personal data has long been the fuel that fires marketing at every stage of the customer journey, and the drive to find new forms of fuel and devise new ways to leverage them seems to be boundless,” said Charles Golvin, senior director analyst in the Gartner for Marketers practice. “However, this quest has failed to meet marketers’ ambitions and, in some cases, has backfired, as consumers both directly and indirectly reject brands’ overtures.”
Marketers face other impediments to personalization success including the continuing decline in consumer trust, increased scrutiny by regulators and tracking barriers erected by tech companies. While personalization comprises 14% of the marketing budget, more than one in four marketing leaders cite technology as a major hurdle to personalization.
“Consumers have developed an increasingly jaundiced eye toward marketers’ efforts to embrace them,” said Mr. Golvin. “Their increasingly cluttered email inboxes and mobile phone notification centers may lead them to ignore even the most carefully personalized and contextualized message. Marketers must really adopt the basics when it comes to test and learn before investing in personalization technology and new tactics.”
Gartner has a number of recommendations for marketing leaders evaluating their personalization efforts, including:
Leverage a pilot or proof of concept (POC) with a vendor before investing in a personalization tool. Go back to the basics and test tailored recommendations at the segment level to avoid unnecessary or premature investment in a personalization engine.
Grow personalization efforts from a set of tactics or tools to a capability by focusing on strategic planning, use case development and consent management as part of a personalization roadmap.
Collaborate with cross-functional teams to align personalization efforts and increase momentum. Sharing control of personalization efforts can lead to shared insight and expand collective impact and ROI.
Other Gartner predictions to help marketers adjust to rapidly evolving customer behaviors and plan accordingly include:
By 2023, chief marketing officer (CMO) budget allocation on influencer marketing will decrease by a third as consumers continue to lose trust in brands and entities they don’t personally know.
By 2024, artificial intelligence identification of emotions will influence more than half of the online advertisements you see.
By 2022, 25% of marketing departments will have a dedicated behavioral scientist or ethnographer as part of their full-time staff.
In 2023, one-third of all brand public relations disasters will result from data ethics failures.
Nielsen India expects the fast-moving consumer goods sales coming from the E-Commerce channel to grow to $4 billion by 2022.
The channel contributes 2% to the current FMCG market. These are insights from Nielsen’s recently launched E-Trak Index – a measurement solution that tracks the FMCG E-Comm industry.
India’s first such solution is created using aggregated ePOS (electronic point of sale) data from cooperating E-commerce players and data science-backed estimation for non-cooperating E-commerce players in India. The index adds a crucial element to the Retail Measurement Services that Nielsen provides by adding a view of the FMCG E-Comm space for All India Metros currently – with monthly read for Total FMCG, Super-categories, Category level for about 20 categories and for 11 categories at a top manufacturer level. Manufacturers and marketers get data, information, and insights that can be further used to hone their E-Comm channel sales strategy to help shape a smarter market.
Announcing the launch of E-Trak, Prasun Basu, South Asia Zone President, Nielsen Global Connect, said, “Measurement is necessary. Measurement is difficult. Best possible measurement.” Explaining this further he added “Data and insights from Nielsen’s Retail Measurement Services continue to provide an essential foundation for manufacturers and marketers to understand their market. In this rapidly evolving world of commerce, India’s FMCG industry is now making its presence felt in the E-Comm channel – appealing to consumers’ need for convenience, and in sync with increasing smartphone and internet penetration. To give a truly complete picture of the changing marketplace, we are happy to announce that Nielsen India has launched a specific E-Trak index that will now measure FMCG consumer offtake in the E-Comm space – marrying this with trends seen in modern and traditional trade to get a read on omnichannel in the country.”
Sharang Pant, Head-Retail Measurement Services, and Retailer Vertical, South Asia, Nielsen Global Connect said “While the foundation is taking shape, E-comm’s dynamic nature has made it a disruptor in the marketplace. E-Comm has seen a transformative journey and is now a $1.2Bn Industry growing from 0.5% contribution in 2016 to a 2% contribution in 2019, and slated to be 5% in 2022 – this is in half the time that brick and mortar retail took to evolve. That said, these channels are not cannibalizing each other, and all continue to grow with E-Comm outpacing modern trade and traditional trade. The view that Nielsen presents on understanding channel, category and consumer trends will directly help players understand the right strategy in terms of assortment, pricing and positioning to win with the evolving consumer”
Nitya Bhalla, Head- Data Science, South Asia, Nielsen Global Connect said “Given the significance of the channel from both a current as well as future perspective, Nielsen has built a unique state of the art hybrid model for estimating this dynamic and growing channel. The methodology involves leveraging data from key collaborating E-tailers in the FMCG space. We then use crowdsourced data coupled with machine learning techniques from a panel of 200K+ consumers to estimate the Ecommerce sales for FMCG products.”
Metros lead the E-Comm FMCG race with a 6% contribution from the channel to total FMCG sales. Amongst these, Foods is the biggest contributor with 44%; then it is personal care (40%) and household care (13%). Narrowing in on the value contribution of E-Comm to Metro sales categories with the channel, Diapers contribute 26% to the sales; followed by skin creams (12%) and shampoo (10%).
The global leader in kids, parents and family market intelligence, The Insights People announced today a personnel expansion aimed at bringing the team to a new level of excellence by adding five new members to the research and technical departments.
The Insights People which now survey more than 2,000 children every week, across 3 continents and 7 countries, and more than 105,000 children a year, has had a successful year winning a number of new clients including Kraft, Mattel, MediaCom, Pokémon and Totally Awesome and scooping the Global Market Research Company of the year by International Trade Council.
Sarah Riding will join as Trend & Research Director and will lead the company's research & development strategy and direction; driving significant research programs to ensure the achievement of valuable research outcomes. She is an innovative research professional with 15 years of success in driving global thought leadership, project and content management, delivering strategic business intelligence and insight to major international companies.
“I am absolutely delighted to be joining The Insights People”, says Riding. “Being able to work with some of the most well-known global brands; for a company that in such a short space of time has made such an impact in the kids and parenting space is an amazing opportunity. I am very proud of joining such a talented team and looking forward to being part of the journey going forwards.”
The company has also brought in Hannah Carley as Research Manager, who will sit in their expanding research and trends team, supporting bespoke techniques to meet defined client’s business objectives; and Bethany Bleathman as Research Executive, who will be assisting in writing in-depth insight-led reports.
Anne Kelly, who previously held Account Management roles in Venn and MediaCom, joins as Account Director and will develop trusted advisor relationships with key accounts and client stakeholders. Mark Armstrong joins as Principal Developer after playing an instrumental role in the development of the new portal which launches later this month.
"We are very proud of the growth we have enjoyed this year, but these appointments will now help us drive forward to achieve our future goals. We are delighted to be attracting so many high calibre individuals who share our vision to establish The Insights People as not only the global leader in kids’ and parents’ market intelligence but to provide our clients with solutions to their problems. We still have a number of roles which we are actively hiring for and hope that we can get these roles filled by the end of quarter one 2020, which will see the full-time team be just under 30 strong", says Nick Richardson, CEO The Insights People.
OPPO, a leading global smartphone brand, today announced the extension of its partnership with the International Cricket Council (ICC) for another 4 years, up-till September 2023.
Under the partnership, OPPO will continue to remain the official Mobile Handset and Headset partner of ICC and all associated ICC events including the ICC U19 Cricket World Cup 2020 in South Africa and both Men’s and Women’s T20 World Cups in Australia next year.
OPPO has always believed in promoting and celebrating the spirit of sports and cricket is one sport that ignites passion in billions of fans around the world. In the past, OPPO’s association with ICC has helped establish a remarkable brand recall amongst consumers in India as well as on a global stage. Now, with the extension of this partnership, OPPO aims to further leverage this international platform to engage with over a billion strong cricket-loving audience and strengthen the brand’s global expansion plans.
Speaking on the announcement, Mr. Sumit Walia, VP, Product and Marketing, OPPO India said, "At OPPO, we constantly strive to associate with platforms that help us connect and engage with consumers. As a consumer-focused brand, OPPO's youthful ethos and obsession with quality fall in perfect confluence with the game of cricket and its players who go through rigorous regimes to deliver on the trust laid on them by fans across the globe. Our association with ICC as the global partner provides us with the opportunity to uplift the spirit of cricket on an international stage. As OPPO expands its global footprint, India continues to be a key strategic growth market for OPPO. ICC provides us with a platform to connect with not only a wider audience in line with our global expansion, but also most importantly, establish a deeper connect with consumers across India."
Talking about the announcement, ICC Chief Executive Manu Sawhney said: “We are delighted to have OPPO on board as a Global Partner of the ICC and our events for another year. As a sport, we pride ourselves on our digital-first approach and that makes OPPO with their innovative approach to technology such a natural partner.”
With an aim to create high brand resonance through premium experiences, OPPO will continue to engage with the sport and leverage all cricket tournaments hosted by the ICC through a 360-degree marketing strategy. As a brand, OPPO has always strived to deliver unforgettable experiences to its consumers that go beyond product offerings and will continue to do so in the near future.
MY FM, the radio arm of DB Corp Limited and Samsung, the multinational conglomerate company together celebrated the festival of lights with a ‘Diwali Samsung Bonanza’ campaign.
The aim was to celebrate the festive season in a fun and entertaining way and also aid Samsung in reaching out to its customers across 4 cities and 80 dealers across Punjab.
Keeping the festivity alive, MY FM connected the audience to the brand and made the festive extra special for its listeners with this month long campaign. The activity engaged a lot of appreciation from thecustomers as,for the first time ever; they had an opportunity to win Maruti Suzuki Swift, Royal Enfield bike, Honda Activa and a surprise prize of winning a Samsung A70 and Samsung A50 daily!
MY FM RJ’s went all out to promote the ‘Diwali Samsung Bonanza’ and created hype on all platforms ranging from radio to digital. Further adding that oomph to the campaign, the RJ’s visited Samsung stores and made consumers shopping an experience to remember. They played games, songs on special requests and local band performances.
The campaign was a huge success with over 1000 lucky winners getting prizes worth Rs 1.69 Crores!