Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business. You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy.

Get it on Amazon (Kindle/Print)

Mobile unlocks stronger advertising budgets

The study was carried out in partnership with YouGov to assess agency approaches to mobile advertising over the last year. The survey which was conducted in November and December 2014 was completed by a total of 154 media agency employees across the five European markets.

Mobile is unlocking new budgets
Encouragingly, more than 60% of media agency employees surveyed stated that mobile is a regular part of client proposals.

Nearly half (42%) of media agency employees across Europe claimed that mobile is unlocking new budgets, however a large majority (71%) claimed their mobile budget is coming from other media budgets, such as Internet, TV, Print and Radio.

Integration will be key in 2015 with 82% claiming that mobile will be integrated into their wider agencies by the end of this year.

Key drivers of mobile growth
Some 63% of respondents felt that location based advertising was the most exciting mobile opportunity.

The study also demonstrates that whilst mobile and digital specialists are felt to be the main advocates of mobile advertising within agencies (74% and 76% respectively), strategists are also driving the move to mobile (61%).

This suggests that mobile is becoming more mainstream with a stronger understanding across agencies.

Top challenges for mobile growth
Mobile programmatic, brand safety and mobile privacy are all areas of concern for media agencies - all of which came out on top as areas with relatively low levels of understanding.

Nearly 80% of media agencies felt that not being able to track cross screen campaigns was a huge barrier to mobile growth whilst nearly three quarters state that clients' lack of understanding of mobile advertising is holding back spend on mobile.

"It is encouraging to see that new budgets are being found for mobile advertising demonstrating the attraction of the medium for advertising investment," concluded Alison Fennah, executive business advisor for IAB Europe.

Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business.

You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy. Grab this goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, technologies, research, suppliers and partners, plus all the supporting arguments you need to build a solid CX strategy.

While most marketers could list maybe a dozen key points for improving their brand's Customer Experience (CX), the researchers and writers at The Marketing Factbook have identified FORTY main 'CX Keys' which will help you drive your customers to new levels of delight, loyalty, advocacy and profitability.

The areas in which customers have direct contact with your organization are perhaps the most obvious places in which CX improvements can be made, and this report addresses all 24 of these 'Direct CX Keys', applicable to offline and online businesses alike.

At the same time there are many other areas that indirectly affect CX (such as the supply chain, policies and processes) in which every business can make simple but far-reaching improvements. This report guides you through the problems and solutions for all 16 of these 'Indirect CX Keys', many of which are often forgotten or under-played even in the best CX strategies.

Get it on Amazon (Kindle/Print)