Mediaboss Marketing

By Chaitanya Chinta

Email marketing may be 40 years old, older than the internet, but it is still more robust than ever. With the explosion of new technologies, email has continued to be one of the most effective marketing channels. In fact, in the last 18 months, end users are getting 30% more emails than before that are being opened and read. This is an important parameter as the success of a good email campaign depends on the email open rate. New business generation only happens when the user opens an email and this is crucial for email marketing. This growth is attributed to offline brands moving online, more app first companies adopting email as one of their core channels and brands finding email impacting their customer lifetime value positively. Email leapfrogged into 2021 with several disruptive technologies like AI-powered intelligent emails, Gmails support of brand indicators for message identification (BIMI), accelerated mobile pages (AMP), and disruptive events like Apple mail privacy protection (MPP). Acquisitions, and mergers of several high-profile email service provider (ESP), helped boost service offerings and marketeer preference for email. As we navigate the ever-changing marketing landscape, several businesses rearranged their marketing strategy to connect with their customers digitally. Also, marketers found it interesting that numerous companies could increase their ROI with the power of email marketing.

Here are the top five email marketing pattern predictions for 2022 that cant be missed to stay ahead of the curve:

1. Interactive email with AMP (accelerated mobile page) will see better adoption

As AMP emails become easier to create, their adoption will increase. It enables email marketers to deliver a personalised experience across Gmail, Yahoo and few other email service providers across the globe. Email marketing has traditionally been a push channel. Usually, clicking on a link within an email will take the user to a website/app where they are expected to do actions like search for products, add them to a cart, fill a form, etc. However, a user can now do these actions without ever leaving the email application. Moreover, marketers can also introduce gamification within email with AMP. According to a Litmus research survey, only 23% of marketers have used interactive elements in their email marketing, indicating that this may be the right time to increase interactivity to gauge customer responses better. When done right, AMP delivers responses as high as 5x than that of a regular campaign. As consumers expect interactive, seamless in-email experiences, there will be a growing acceptance of AMP for email among marketers.

2. Minimal email will be adopted more

Minimalism and clean email design make it easy for the reader to scan the contents. This makes them mainly ideal for connecting with the digitally native generations. However, with a smartphone in almost every hand and high-speed digitization all around us, we live in an era of information surge. As information brims over and attention spans reduce, keeping the email design minimalistic has emerged as a sure-fire way to grab eyeballs and get the target audience to engage with the content. Hence, a minimalist email design makes it easier for the reader to comprehend while at the same time subtly delivering the message.

3. Messaging itself to carry more depth

Email marketing is not just another marketing channel. Its the key to the overall customer experience. People are drawn towards things that stand out from the ordinary. Making them feel important is an easy way to differentiate the emails from the rest of the messages in subscribers inboxes. Marketers need to create a feel-good factor to engage with audiences and ensure that they perceive value. Brands should enhance engagement by soliciting users to click, fill a form, answer a quiz, or play a game within email, rather than executing an ROI or sales type of campaign. Sometimes emails can nurture relationships and help increase engagement.

4. AI will continue to expand the reach

Artificial Intelligence has been the Catchphrase in almost every industry so far. One of the big changes for marketers in 2022 is the democratisation of AI. AI will help reduce the workload of marketers and help them with better decision making and executing creative campaigns. Hence, it only makes sense that AI adoption in email marketing will increase in 2022.

AI will help email marketing campaigns with:

Audience selection manage list segmentation to target users with high-impact content

Content optimisation crafting engaging subject lines and personalise content to create the right message

Delivery optimisation optimise delivery times to get higher engagement and reach the user at the right time

Decision making provide marketers with reports and analytics that help provide better decision-making capabilities to the marketer

5. Email for preference management

Sending the right message at the right time to the right person can make a huge difference in click-through rates. If gotten wrong, email can fall flat not to mention time wasted and resources. But how can we get closer to that ultimate email dream? An email preference center gives subscribers control. It allows them to make a choice in the emails they get (such as content or frequency) and also gives the option of unsubscribing. Subscribers have the liberty to opt down instead of opting out. One of the benefits of giving subscriber options is that their preferences can fuel segmentation strategies and personalization efforts. This allows us to understand what exactly subscribers want and leads to a better subscriber experience. Email preference managers gather 10x more responses than regular preference managers and use intelligence to gather further personalization and yield better engagement rates. Using creative methods, marketers will try to know more about their users by asking them the right questions and using those preferences in designing a personalised experience in the email.

Looking ahead to 2022

Email Marketing has been constantly evolving over the last two decades. Email is an enabler for every user introduced to the internet and continues to be a dominant channel with over 96% of users checking their email at least once a day. In 2022, brands that innovate their communication to ignite curiosity and enable the user to engage with their email will win the game.

The author is global head email business, Netcore Cloud

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Top five email marketing trends and predictions for 2022 - The Financial Express

The e4m GameOn summit hosted by the exchange4media group saw industry leaders discussing the growth of the gaming industry at length. In a session titled 'Winning the hearts of gamers', the esteemed panel explored various aspects of gaming, including the evolution and segments within gaming, what gamers care about; how gamers are becoming celebrities in their own rights and more.

The panelists included some noted names from the industry-Tejas Apte, Global Media Director, Unilever; Anushree Ghosh, Head of Digital Marketing, ITC; Ashwin Suresh, Founder, Loco and Abhinandan Balasubramanian, Founder & CEO, GoodGameNation, was chaired by Sonali Malaviya, Managing Director, Essence India.

As per media reports, there are 50 million gamers in India at the moment, which is not much far from OTTs that is already a buzzword in the marketing world; especially given the popularity of cricket. By 2027, nearly 95 percent of all mobile subscriptions will be 4G+. One can imagine the gaming bandwidth in this scenario! Cloud gaming would be 5Gs biggest use case. Given this context, how do we bridge the gap between brands and gamers?

Speaking on the evolution of and in the world of gaming, Suresh explained, "I think today we are at a point where, due to a couple of key macro factors, gaming is moving from a niche hobby to a mainstream activity. Some of the macro factors include affordable Internet plans, mobile hardware that has become incredibly powerful and less expensive over time, and then the pandemic, in some sense, was the final habit changer. We, as a community, are now much more comfortable with the idea of streaming live. And I think the single biggest use case for that before the pandemic was, anyway, gaming. And couple that with a bunch of big launches from this MMO, RPG and FPS games that have shown up, whether its PUBG or BGMI - it's taking the market by storm." He also pointed out, "When I talk about gaming, I'm referring to the focus being on what traditionally used to be called video games and not on real-money gaming or fantasy gaming."

Appreciating Suresh's definition of what we mean by gaming and terming it as 'important', Balasubramanian said, "It is important because it gets sort of muddled up with a bunch of other activities, which in their own right, are gaming but video gaming is what we are talking about. Within this sort of segment, there is hyper-casual, casual and competitive gaming - right from Fruit Slasher and Angry Birds to Call Of Duty. What we are doing at Good Game Nation is trying to expand the pie in terms of the number of people who have access to gaming and opportunities of wealth creation from gaming."

Considering that the mass media ecosystem has largely been the go-to for the FMCG advertisers, what will it take to look at the gaming ecosystem as a viable advertising platform and for marketing needs? Deliberating on the same, Ghosh said, "We know that there is this cohort of highly engaged audiences and I know for a fact that this is not one monolith, there are different kinds of gamers and diverse interest areas that one can really reach out and hence make it relevant to the brands and the objectives that we really work with. We know that it will cater to our region's frequency needs but there are many unknowns, which reminds me of digital used to be about a decade ago. So, I think that the unknowns and the hows of it so present a really compelling opportunity as a lot of CPG brands are looking at gaming, as a genre, as a potent area to grow and build brands with but the unknowns are a few more than what would really build confidence and then becomes one of those line items we use in our media plans."

Building on Ghosh's point, Apte added, "I think the party on gaming is already here. I am going to briefly talk about two cases that I have seen within the Unilever world. Based on the topic of today - 'Winning the hearts of gamers', I am going to talk about how we activate purpose within gaming. Hellmann's, which is our famous mayonnaise brand, believes that no food should go to waste. What they did was a very simple activation on the game Animal Crossing - we created an island on the game called Hellmann's Island and said that for every rotten turnip that you donate to the island in the virtual world, we will make a financial donation to fund the equivalent of two meals distributed in the UK. This, I feel, is a great way of using the virtual world to do actual good and leveraging gaming as a platform. This is how you build brand purpose".

"At Unilever, we believe that it's good enough to drive sales, so I am going to touch on another example from China of a shampoo brand. We tied up with Honour of Kings, one of the largest mobile games in the world, and they have a popular e-sport version called the KPL (King's Premier League), and this is the opportunity we thought of leveraging. What we did differently was that instead of doing regular game integration and getting influencers to talk about us, we actually changed our packaging and launched a limited-edition shampoo bottle and replaced the cap with a miniature replica of the actual trophy that someone wins in the KPL. The entire stock, about hundreds and thousands of bottles, sold out in two days. At Unilever, we definitely believe that one, gaming is big and two, that it can definitely drive both brand love or purpose and sales. I think, what we need to get towards, is having the right campaign ideas and having the right creators which are fit for the platform", he further added.

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'Gaming is moving from a niche hobby to a mainstream activity' - Exchange4Media

The gaming sector has grown into a thriving industry with a large number of gamers and streamers being added to the mix over the past few years. With the increasing digital penetration and internet usage, the gaming and e-sports industry has made technological leaps and is now drawing the attention of consumers like never before.

At the second edition of the e4m Game On Summit, which took place virtually on March 11, Pia Schorner, Head of Gaming & Sponsoring, BMW Group, Germany, shared the success story of the automaker after the group ventured into the gaming industry, how the brand conquered the era of e-sports with its futuristic strategies that helped attract new buyers and the road ahead.

Schorner began with the growth of the gaming industry globally and emphasised that BMW has left no stone unturned in the e-gaming and e-sports domains. She said people usually dont connect BMW with e-sports but the automaker has proven itself time and again by foraying into something that interests consumers at large. She touched upon the topic of brand building and asserted that looking at the rising demand of gaming and e-sports, BMW decided to foray into the sector to raise brand awareness and to drive competition within this community.

Talking about the goals of BMW for the future, Schorner said the automaker wants to raise brand awareness and desirability, drive the competition, and position itself as a tech brand in the near future. It really took a lot of time to really understand the community. We focused on embracing the scene know-how, acknowledged the gaming community and their thoughts, and interacted at an eye-level, she said.

Diving deep into the e-sports sector, Schorner said BMW identified some sweet spots within the e-sports ecosystem, and chose the right team, the right games, the right method and the right tournaments to drive the competition. Emphasising on how the brand engaged with the gaming community and how it strengthened its brand positioning, Schorner said that to be part of the community of this e-sports hemisphere, it is important to really be authentic and not resort to the usual way of advertising. She said BMW took up new and brave ways of communication to be really rebel-like and then ruled the gaming market. Our results from all the planning was that we signed a one of five of the best League of Legends teams in the world to jointly lift up e-sports, she added.

Speaking about the BMW Berlin Brawl event, she said that it was the brands first live show which was aimed to bring the gaming community together with the gamers to enable the community to experience the reality. BMW then continued the rivalry by implementing The Manga in 2021- Heroes of Rivalry to bring together gamers and streamers from across the globe. Manga was unusual but was embraced by a lot of different types of people from different age groups. This was great for us because every player on our team was the hero himself in this Manga, she said.

Concluding the session, Schorner listed out a few rules to become an accepted player in the community and said, Be brave and try something new even if it doesn't fit the usual brand positioning. She further said that the golden rule to leave a mark in the market is that a brand should never put a product into a game, where the product feels unnatural. Being an enabler is a good way to be accepted in the community, she added.

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Being an enabler is a good way to be accepted in the e-sports community - Exchange4Media

NEW YORK, March 10, 2022 /PRNewswire/ -- The global internet of things market size is expected to increase by USD 695.38 billion between 2020 and 2025. The market witnessed year-over-year growth of 18.97% in 2021. However, the growth momentum is expected to decelerate at a CAGR of 13.77% during the forecast period.

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The market is driven by technological developments across industries. In addition, the exponential growth of internet-connected and operated devices will further propel the growth of the global IoT market. However, factors such as the lack of awareness of efficient management of IoT initiatives and investments, increasing cybersecurity threats, and the high cost of implementation of IoT will hamper the market growth.

Internet Of Things Market: End-user Landscape

Based on the end-users, the market is segmented by industrial, retail, healthcare, ICT, and others. The demand and adoption of IoT technologies are significant among industrial end-users. Industrial operators are increasingly adopting IoT solutions to ensure a smooth transition of their manufacturing operations. These solutions are also enabling industrial operators to control and maintain all the equipment remotely. Such factors are fostering the growth of the industrial end-user segment.

Internet Of Things Market: Geographic Landscape

By geography, APAC is going to have a lucrative growth during the forecast period. About 34% of the market's overall growth is expected to originate from APAC. The modernization of small and medium-sized enterprises (SMEs) in countries such as China, India, and the Philippines is increasing the adoption of IoT technologies. Besides, many governments in APAC countries are undertaking various initiatives to develop smart cities and deliver better public services. Many such factors are driving the growth of the IoT market in APAC. China is the key market for IoT in APAC.

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Companies Covered:

The global IoT market is fragmented due to the presence of a large number of players. Vendors are trying to consolidate their market position by increasing their product offerings and partnering with other companies as well as suppliers. Vendors are also focusing on expanding their business in new geographies and opting for vertical integration with system integrators to help them increase their market reach. These are some of the dominant players identified in the market:

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Related Reports:

Global Internet of Things (IoT) Market in Retail Applications 2022-2026:The global internet of things market in retail applications is segmented by technology (RFID, sensors, NFC, cloud services, and others) and geography (APAC, North America, Europe, MEA, and South America).

Download Exclusive Free Sample Report

Global Smart City Market 2021-2025: The global smart city market is segmented by application (smart infrastructure, smart energy, smart mobility, smart security, and others) and geography (Europe, North America, APAC, South America, and MEA).

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Internet Of Things Market Scope

Report Coverage

Details

Page number

120

Base year

2020

Forecast period

2021-2025

Growth momentum & CAGR

Decelerate at a CAGR of 14%

Market growth 2021-2025

USD 695.38 billion

Market structure

Fragmented

YoY growth (%)

18.97

Regional analysis

APAC, North America, Europe, MEA, and South America

Performing market contribution

APAC at 34%

Key consumer countries

US, China, Germany, Norway, and France

Competitive landscape

Leading companies, competitive strategies, consumer engagement scope

Companies profiled

Alphabet Inc., Cisco Systems Inc., Honeywell International Inc., Intel Corp., International Business Machines Corp., Microsoft Corp., Oracle Corp., Robert Bosch GmbH, SAP SE, and Siemens AG

Market Dynamics

Parent market analysis, Market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID-19 impact and future consumer dynamics, market condition analysis for the forecast period.

Customization purview

If our report has not included the data that you are looking for, you can reach out to our analysts and get segments customized.

Table of Contents:

Executive Summary

Market Landscape

Market Sizing

Five Forces Analysis

Market Segmentation by End-user

Customer landscape

Geographic Landscape

Vendor Landscape

Vendor Analysis

Appendix

About Us

Technavio is a leading global technology research and advisory company. Their research and analysis focuses on emerging market trends and provides actionable insights to help businesses identify market opportunities and develop effective strategies to optimize their market positions. With over 500 specialized analysts, Technavio's report library consists of more than 17,000 reports and counting, covering 800 technologies, spanning across 50 countries. Their client base consists of enterprises of all sizes, including more than 100 Fortune 500 companies. This growing client base relies on Technavio's comprehensive coverage, extensive research, and actionable market insights to identify opportunities in existing and potential markets and assess their competitive positions within changing market scenarios.

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Email: media@technavio.com

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Internet of Things Market size to increase by USD 695.38 billion | Industrial segment to offer significant growth opportunity | Technavio - Longview...

RALEIGH, N.C., March 8, 2022 /PRNewswire/ --The COVID-19 pandemic has brought a monumental shift from traditional marketing methods to digital marketing. The market is primarily driven by the FMCG, retail, and CPG segments. Once the pandemic situation comes under control, the meteoritic expansion in digital marketing may stabilize. Still, it is expected that there will be considerably higher growth in revenue-utilization in marketing in the digital space. Digital marketing trends will likely be dictated by larger agencies.

Automation, AI, NLP or Neuro Language Programming along with deep learning techniques will play a crucial role in enhancing operational efficiency, minimizing task redundancies, enhancing real-time analyses, marketing initiatives and SEO. Social media trends will continue to positively influence the consumer market, and brands have already made headway in generating user-generated media as a part of their core marketing strategy. Influencers are also expected to create trends and impact marketing strategies to a large extent. Virtual Reality (VR) and Augmented Reality (AR) tools are futuristic but seem to have created a niche with the burgeoning smartphone market and are slated to contribute about $75 billion to the internet marketing service sector.

Beroe, which is based in North Carolina, further stated that procurement experts can access this report on its recently launched market intelligence platform Beroe LiVE.Ai: https://www.beroeinc.com/beroe-live-ai/

"Short video content is undoubtedly the best performing segment of digital marketing. Brands have jumped on the bandwagon and have flooded the social media platforms with user-generated and influencer-created media. Trends show that NLP and Deep learning will rule the space," said Olive Cynthia, a Beroe analyst. "The rapid growth in the sector is a part of a tectonic shift in market preference as more and more marketing campaigns are targeted to user preference. VR and AR are here to stay and have already made significant forays in marketing strategy. With the waning of the pandemic, traditional marketing techniques will return to the fore, but seem unlikely to hamper the rapid digitalization of marketing campaigns and brand strategy."

Brands have seen a 20 percent increase in return viewers and a 90 percent growth in average time spent on advertisements in the social media space. The marketing spends have shifted to these platforms in a big way and will continue to do so in 2022. Social media initiatives have become an integral part of marketing strategy, and it is likely to rule the roost in digital marketing strategies.

Automated email marketing could very well be the future of internet marketing. Targeted emails and customer-targeted emails have found success in conversions. The future of small businesses is expected to flow from sales-oriented emails. Conversion-centric emails have shown promise in the e-Commerce segment and are a trend that is likely to grow in leaps and bounds.

"Digital marketing has achieved unprecedented success in the pandemic era. Content creation will be an integral part of the marketing strategy on digital media. The growth of the e-Commerce industry has the potential to catapult digital marketing services to a high growth trajectory," said Olive Cynthia, a Beroe analyst.

About Beroe

Beroe is a global SaaS-based procurement intelligence and analytics provider. We deliver intelligence, data, and insights that enable companies to make smarter sourcing decisions leading to lower cost, reduced risk, and greater profits. Beroe has been a trusted source of intelligence for more than 15 years and presently partners with 10,000 companies worldwide, including 400 of the Fortune 500 companies. For more information about Beroe Inc., please visit https://www.beroeinc.com/.

Media Contact:

Debobrata Hembram[emailprotected]

SOURCE Beroe Inc.

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Digital Marketing Market to be Valued at $460 Billion by 2022, Says Beroe Inc - PR Newswire