How Are Enterprises Using Social Marketing – and Where Are They Seeing the Best Results?

SpredfastForresterConsulting-Enterprise-Use-Social-Marketing-Sept2014
Senior digital marketing leaders at enterprise companies appear confident in their social marketing sophistication, but they still suffer from the same persistent problem as everyone else.
Continue reading » | September 17, 2014

Print Newspaper Ads Seen A Key Influence on Consumer Shopping Behavior

NAA-Actions-Driven-by-Newspaper-Ads-Sept2014
Print newspaper ad spend might be declining, but a new study from the Newspaper Association of America claims that they still have significant influence on consumer purchases.
Continue reading » | September 17, 2014

Brands Report Adoption of Data-Driven TV Ad Campaigns

Adap.tv-Data-Driven-Linear-TV-Campaigns-Sept2014Source: Adap.tv [download page]
    Notes: Brands surveyed for the Adap.tv report (limited to video ad buyers) estimate allocating 60% of their video budgets to programmatic channels versus traditional or direct publisher sales. And it appears that they're extending their use of data-driven practices to linear TV, too, as 43% say they currently use some form of automated or data-driven process to drive traditional TV transactions.
      Related: [Debrief] TV in Context: Viewing Trends, Ad Spending, and Purchase Influence
      Continue reading » | September 17, 2014

      Young Multi-Screeners Continue to See Live TV as Important

      Viacom-Young-Multi-Screeners-Attitudes-to-TV-Sept2014Source: Viacom
        Notes: Multi-screeners are twice as likely as single-screeners to say it's important to watch their favorite shows live (47% vs. 23%), according to a Viacom survey of more than 1,500 Viacom viewers aged 13-44. The survey results also indicate that multi-screeners are more likely to be loyal to a few networks and less likely to give up pay-TV because they rely on DVR. Separately, the Viacom survey finds that live TV retains a key role in viewing behavior across the age groups tracked despite the proliferation of viewing screens and sources.
        Continue reading » | September 17, 2014

        Millennials Mostly Talk About Brands Offline. Which Media Drive Their W-O-M Impressions?

        KellerFay-Media-Marketing-References-in-Brand-W-O-M-Sept2014Online recommendations might be as influential as in-person ones, but the vast majority of word-of-mouth (W-O-M) impressions about brands occur offline, at least among Millennials (18-34). That's according to new figures released by the Keller Fay Group, which show that some 84% of Millennials' word-of-mouth impressions about brands take place offline - with 71% the result of face-to-face conversations (versus just 3% over social media). So which media and marketing content are spurring these conversations?
        Continue reading » | September 16, 2014

        Only 53% of Inbound Marketers Measure ROI

        HubSpot-Inbound-Challenges-Priorities-Sept2014Only a bare majority of inbound marketers are measuring ROI, according to HubSpot's latest annual "State of Inbound" report, with that result continuing a theme from past studies. But that doesn't appear to be stunting their confidence: a significant share of inbound marketers are reporting higher ROI than last year - perhaps as previous success is the top reason given for increasing inbound budgets.
        Continue reading » | September 16, 2014

        Nielsen’s Top 10 DMAs, 2014-2015

        Nielsen-Top-10-DMAs-2014-2015-Sept2014Source: Nielsen [pdf]
          Notes: The number of TV homes overall decreased by 1.7% year-over-year to roughly 113.8 million, per Nielsen's estimate. While there was no change in the rankings of the top 10 markets, led by New York (7.4 million), Los Angeles (5.5 million) and Chicago (3.5 million), nine saw a decrease in TV homes from last year. Beyond the top 10, Phoenix (#11) and Detroit (#12) traded spots from last year, as did Tampa-St. Petersburg (#13) and Seattle (#14).
            Related: [Debrief] TV in Context: Viewing Trends, Ad Spending, and Purchase Influence
            Continue reading » | September 16, 2014

            Advertising and PR Industry Continues to Suffer From Low Public Perception

            Gallup-Americans-Views-of-Business-and-Industry-Sept2014Source: Gallup
              Notes: Just 37% of Americans have a positive view of the advertising and public relations industry, which puts it behind reputationally-challenged industries such as pharma and banking (each at 40%). With 33% of survey respondents having a negative view of the advertising and PR industry, the net positive rating for the industry is just 4%, on par with pharma as the 6th-worst among 25 measured. By comparison, the restaurant industry has the highest net-positive rating, of 60% (67% positive versus just 7% negative), while the retail (40%) and travel (37%) industries also have relatively good reputations.
              Continue reading » | September 16, 2014

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