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Technology

UK’s love for cars tops social media posts

A report by social media analytics platform, Netbase, has revealed the UK’s love of luxury car brands.

The Brand Love List report looks at the brands consumers express the most love for in social media posts, with Jaguar, Land Rover, BMW 3 Series and Porsche 911 just some of the models that consumers are crazy about, with BMW, Audi and Porsche all featuring in the report’s top 10.

This is the second year that the report has been run. In the UK, Apple held onto the top spot, but showed that Google, in second place, was narrowing the gap which last year was 400,000, now down to 130,000 along with a lot of positive sentiment for Google Classroom. The remainder of the top five was unchanged with Lego in third with an abundance of shared excitement for themed Lego such as Lego Batman, Tesco in fourth with popular campaign hashtags including #triedforless and #bagsofhelp while BMW was ranked fifth.

The European Top Five brands differed only slightly from the UK with BMW taking fourth spot and consumer goods brand Adidas coming in at fifth place. The automotive sector once again proved popular with customers expressing much love, particularly in relation to the Porsche 911. While consumer goods brands including Gucci, Adidas, Lego and Christian Dior S.A. accounted for nearly 45% of the top loved brands, they only represented 21% of the mentions. Conversely, technology which was dominated by Apple and Google but also included SAP, Siemens and Dyson, represented 10% of the conversation they also represented over 55% of mentions.

While there’s much love for consumer goods brands, they still don’t even come close to the volume of technology conversation across Europe.

The data was gathered using NetBase’s social media analytics platform to surface the strongest, most positive consumer emotions towards brands from 2.4 million English language posts of earned mentions. Earned mentions mean those posts that were not posted by the brand itself, inclusive of Twitter, Facebook, Instagram, Tumblr and millions of other sources during the one-year period April 2016 to April 2017. It then identified the 25 UK brands that get the most love.

The European report used the same sources across the same period from 6.5 million English language posts of earned mentions in 50+ European countries and identified a list of the 50 most loved brands.

Commenting on the UK report Paige Leidig, Chief Marketing Officer, NetBase said: “What’s interesting about automotive is that brands represent 25% of the list but account for only 13% of the conversation suggesting that there is an opportunity for them to spread the love and engage more influencers in conversation.

“The dominance of technology in social conversation is no surprise but the fact that Apple and Google are so far out in front indicates that they have now become an everyday part of the English language.”

www.netbase.com

Marketing teams concerned CEOs are out of touch with tech

Employees are worried about not having support from management as senior staff members believe there is a disconnect in the boardroom when it comes to new technologies.

A study by digital specialist Squiz revealed that just 27 per cent of marketing teams work closely with their CEO, as it’s admitted they believe that over half of executives outside of their department make use of marketing without understanding its effect on revenue.

97 per cent of global marketers believe that technology has allowed their department to become more strategic, allowing for greater planning and increased revenue.

Even with how the department believes marketing technology, or martech, is important to their business, over a quarter feel that they aren’t confident in setting goals the whole business can understand and support.

“In a world where marketing, technology and digital are fundamental  to the business strategy in order for organisations to gain and maintain a leading edge over competitors, it’s quite alarming that such a high proportion of senior marketers feel the C-suite don’t understand the value of marketing,” said founder and director of We Are Adam, Leon Milns. “The CEO needs convincing on the value that marketing technology can bring.”

In the past year, just three per cent of businesses have invested in marketing technology, and experts are shocked to find that even with these numbers, only a third of marketers believe their department’s value is understood by executives.

“As martech is being used by the rest of the business, marketers need to be more confident that its value is being communicated,” said Neil Davis, managing director for the UK and Europe at Squiz. “They must ensure that they are using technology beyond its basic capabilities so that they can make maximum impact at a business level.”

Guest Blog, Tariq Khan: Ensure your marketing technology investment doesn’t go down the drain…

Take a look at the marketing technology landscape at the end of 2012, and compare it to now. What you’re seeing is a tenfold increase in marketing tech vendors in around three-and-a-half years, and the rate is growing aggressively.

How does this make you feel? Is it scary because of the potential expense and business case preparation; not to mention the complex challenges associated with managing the implementation of these systems? Or is it an exciting opportunity to use technology to compete and create more engaging experiences than any of your competitors?

In many cases there will be an equal measure of trepidation and excitement for the future. The chances are, to some degree, you are already on the journey. It’s no secret the marketing landscape is changing rapidly and with it a requirement to think in a new way. According to recent research from executive search firm Russell Reynolds, the first half of 2016 saw the highest turnover of CMOs since 2012, thanks to the rapidly evolving skill-set necessary to be successful in this new data-led era.

So what’s the best way to approach this hypermarket of marketing technology where new aisles and products are constantly being introduced and evolved? More importantly, once you have committed, how do you ensure you get the maximum value out of the technology decisions you’ve made?

The biggest pitfall we see time and again is that the technology hasn’t quite managed to unlock that beautiful strategic vision, and as such real-world ROI hasn’t quite lived up to the promise. According to a report conducted last year by Oracle Marketing Cloud, a staggering 92 per cent of respondents believe their marketing technology investments have not been well-implemented.

Buying the tech will only get you so far. Marketing technology vendors will promise “out of the box” solutions that will transform your business overnight. But simply building a tool will not solve the problems: only people can solve problems. The better people understand the tools, the better equipped you are for success.

That’s why an effective change management strategy is just as important as your choice of technology. Whilst partners can certainly help, the leadership needed to bring this change management strategy about can only come from within the organisation. 

Change, at its core, is a people process, and people are hardwired to resist adopting new mind-sets, practices, and behaviours. To achieve and sustain the transformational change that marketing technology brings about, companies must commit significant resources to ensuring they embed new processes and behaviours at every level.

Here are five practical tips to think about before, during and after a marketing technology implementation:

  1. Don’t underestimate the degree of organisational and operational change needed: Are your individuals and teams knowledgeable and empowered enough to be truly agile? Ensure everyone involved has KPIs that are oriented around serving customers and getting ROI from the investment.
  1. Ensure there is an emotional case for change: Many leaders are great at building the rational case for change, but they are less adept at appealing to people’s emotional core. Yet the employees’ emotions are where the momentum for real transformation ultimately lies. Communication is key here; try creating an on-going email campaign, videos and e-learning modules that help highlight the benefits to all levels.
  1. Carefully budget: If you’ve got a million to invest in marketing technology, spend half of this on training your team properly and on partnerships that put experienced experts in both technology and process alongside your team after go-live. Set sensible targets around when ROI will kick in; it won’t happen instantly.
  1. Aim to implement a significantly less sophisticated product at the start and build up: You learned to drive in the family run-around, not an F1 sports car. Phased releases of software that limits the complexity your team needs to manage will lead to a deeper adoption more quickly. Make sure you’re working with a technology partner who is comfortable with an agile methodology that facilitates this.
  1. Incentivise your marketers to “own” and accelerate the change: Provide a safe environment to push the new technology to its limits. It takes innovation, curiosity and a lot of trial and error to maximise the value of any new marketing technology.

As the marketing technology landscape continues to grow, it is tempting to think the new product on the market will prove paramount to unlocking your competitive advantage. Whilst this can be the case, it’s worth remembering that the machinery will never live up to its potential without the right people operating it. As such, marketers need take advantage of this period of change as an opportunity to break down traditional structures within their business and attain the organisational agility needed to stay ahead of their competitors. 

 

Tariq has 16 years’ of digital management experience working at the Financial Times, LBi & TMW before joining Navigate Unlimited as a consultant. A keen advocate of agile ways of working, Tariq’s delivery experience has seen him successfully lead and consult on hundreds of projects and programmes for high profile clients including BBC, Deutsche Bank, HM Treasury, Nissan, Guardian and Unilever.

Wrike for Marketers ‘simplifies and frees’ creatives from technology overload…

The project management application service provider, Wrike, has launched a brand new solution which aims to provide marketers with a ‘core management platform’, as well as added capabilities specifically designed to help define, execute and plan standout campaigns in a multichannel digital world.

Wrike for Marketers claims to support all phases of the marketing lifecycle; as jobs are requested with customisable briefs and ideas and content created with a document editor and the Adobe Creative Cloud Extension that notifies, assigns and brings focus to creative work.

Founder and CEO of Wrike, Andrew Filev, said: “I believe we’ve built the easiest way for marketers and creatives to manage their work from inspiration to delivery. A big pain point for these teams has always been the time and frustration required to transfer information between the various phases of projects. Wrike for Marketers integrates those phases into one continuous stream.”

Find out more about Wrike for Marketers here