Market Research Wrap: The Netflix effect on the battle for eyeballs
by MarkLives (@marklives) Our weekly wrap of the latest market and consumer research:
- How big is Netflix
- Online purchasers seek mother-tongue
- And introducing The Eardley Analysis
The war for eyeballs
Written by Brandon de Kock, WhyFive Insights director, this fifth and final selection of interesting insights from the 2018/19 BrandMapp survey examines the eyeball war initiated by industry disruptor, Netflix.
by Brandon de Kock. Halfway through 2018, the webwaves were filled with stories from MultiChoice about how it’d lost around 140 000 DStv premium subscribers in less than two years. The reason for its relative pain (‘relative’ since its absolute customer base has still been growing, thanks to cheaper packages on offer) was dumped at the door of “unregulated” competition from streaming services such as Netflix. Quantifying things is tricky since Netflix doesn’t release subscriber numbers, so the industry is left to make educated guesses. At present, that sits somewhere between Statista’s 160 000 to Multichoice’s 400 000.
Each year, BrandMapp asks middle-class-and-up South Africans how they watch movies and, for the past few years, ‘on TV’ (60%) and DStv Box Office (36%) are the only two channels that have remained virtually unchanged. Going to the cinema has had a bit of an up-and-down trip and, with 47% of adults saying they still like their popcorn and coke, it’s back to the same level we saw three years ago. The big loser over the past three years has been DVD rentals, which have gone from 23% to 11% — and will no doubt continue to die off slowly.
Against this stable background, consider what’s happening on the streaming front. DStv’s own Showmax channel has gone from 2% to 6% and, this year, 15%. Meanwhile, Netflix has exploded. Three years ago, just 5% of respondents ticked the box; the next year, that was up to 11% and, in 2018, an extraordinary 23% of respondents say that they watch movies on Netflix.
As with any successful digital disruptor, it’s simply about providing a service that resonates with a modern mindset: give me the flexibility to control my world to the max and I will gladly pay for the service.
Is DStv dying? Of course not. It looks as if what’s really happening is that we’re all just watching a lot more movies in a lot more ways.
• For more, go to WhyFive Insights.
Need for mother-tongue marketing
by Cheryl Hunter. While there’s is a continued upward trend in consumers planning online purchases over the upcoming holiday period, there’s a need for mother-tongue marketing in those countries where a decline is being experienced, according to a new survey, “Online Purchases Intentions for November-December 2018” conducted by One Hour Translation.
The responses of over 6 600 consumers in nine leading economies — the US, Japan, Germany, France, Britain, Canada, Spain, Brazil and Mexico — were analysed. Globally, the number of consumers who plan to make online purchases on Black Friday declined slightly to 17%, compared to 18% in 2017; Cyber Monday was unchanged at 6%; Singles’ Day rose one percentage point to 5%; and 7% during other shopping events during the two-month period compared to 5% in 2017.
With regards to Black Friday, declines were reported in Canada, Germany, France and Spain. The Canadian rate dropped from 26% in 2017 to 21% in 2018; the Spanish rate decreased from 22% to 15%; in France, from 21% to 16%; in Germany, from 19% to 13%, and, in Japan, from 10% to 4%.
According to Yaron Kaufman, One Hour Translation CMO and co-founder, if US ecommerce companies want to stop the weakening of Black Friday in Europe and Japan, they should direct their marketing efforts towards these territories: “Among other measures, US companies should consider localising their websites to the languages of their target countries, since studies have proven that consumers over the globe preferring making purchases in their own mother tongue.”
The Eardley Analysis
B2B Content Marketing Report: 2019 Benchmarks, Budgets & Trends
Content Marketing Institute & Marketing Profs
by Mark Eardley. Here’s the report’s definition of content marketing: “A strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”
In simpler, more direct words, it’s about delivering the right sales-creating messages, to the right people for the right reasons. Now, call me old-fashioned, but hasn’t that been B2B marcoms’ sole purpose since God was a child? No matter. After all, we live in an age where selling is a taboo word in marketing’s lexicon.
How’s this for some more stating-the-blindingly-obvious: “This study shows that when you put your customers first and create valuable content for them, you grab their attention, gain their loyalty, and win their business.” Gee, who’da thunk it?
And yet what’s seriously hard to believe is how very low respondents ranked the “S” word as a content marketing goal. It comes seventh on a list of 10. Incredible…
- 81% think that the two biggest benefits of a documented content marketing strategy are that it aligns teams around common mission/goals and makes it easier to determine which types of content to develops
- 96% of the most-successful content marketers (aka “top-performers”) agree that their organisations have built credibility and trust with their audience
- 42% said that well-researched personae can help teams create successful content; however, too few content marketers are actually talking with customers to understand their needs
- 90% of the most-successful B2B content marketers (90%) prioritise the audience’s informational needs over their sales/promotional message, compared with 56% of the least successful
- 61% see changes to SEO/search algorithms as the top content-marketing issue of importance to organisations, followed by changes in social media algorithms (45%), and content marketing as a revenue center (41%).
Mark’s mark out of 10 (is it worth reading?): 6/10
How long: 20 mins
Recommended read on MarkLives: How to create B2B content that creates sales
“Market Research Wrap” offers readers a weekly overview and critique of the latest market and industry research.
Cheryl Hunter (@cherylhunter) has written for the South African media, marketing and advertising industries for more than 15 years. A former editor of M&M in Independent Newspapers and contributor to Bizcommunity, AdFocus, AdReview and the Ad Annual, she has also produced for various television networks and currently consults on communication strategy and media liaison.
Mark Eardley (@mdeardley) advises B2B companies on how to govern their marketing to attract and retain profitable customers; several of his clients have grown to become market leaders. His monthly “Back2Basics” column covers how B2B companies and their agencies should manage their marketing.
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