How Many Segments Should B2B Marketers Target in Their Communications?

B2B marketers feel that their communications should focus more on facts and figures than benefits.
Continue reading » | November 25, 2015

Thanksgiving Weekend 2015 Stats

A review of the key points from a host of holiday-related research studies.
Continue reading » | November 24, 2015

How Are Senior Marketers Acting on Data-Driven Audience Insights?

ForbesTurn-Acting-on-Data-Driven-Audience-Insights-Nov2015Almost two-thirds of senior marketers strongly agree that data-driven marketing is crucial to success within a hyper-competitive global economy, according to a study [download page] released by Forbes Insights in association with Turn. While senior marketers are most apt to believe that data-driven marketing drives profitability (60%) and sales (54%), they also see it having a strong impact on creative and messaging.
Continue reading » | November 24, 2015

What Benefits Do Advocates Receive From Employee Advocacy?

HingeSocialMediaToday-Benefits-Received-Employee-Advocates-Nov2015Source: Hinge Research Institute / Social Media Today [pdf]
    Notes: The primary benefits that firms receive from employee advocacy are increased visibility (79%) and brand recognition (65%), per results from a Hinge Research Institute and Social Media Today survey of 588 professionals (primarily B2B) who use social media for business purposes. But there are benefits for advocates, too, as more than two-thirds said that involvement on social media for professional purposes has helped their careers. The top-stated benefits advocates receive are an expanded professional network (87%) and keeping up with industry trends (76%), per respondents.
    Continue reading » | November 23, 2015

    Traditional Media Consumption Estimates, by Generation

    TNS-Online-Adults-Traditional-Media-Consumption-Nov2015Source: TNS
      Notes: Among online US adults, Baby Boomers (46-65) spend almost twice as much time on a daily basis with TV, radio and print as do Millennials (16-3) per newly-released data from a TNS study. In fact, while Baby Boomers report spending more than double the time with TV (3.4 hours per day) as with TV and video online (1.3 hours), Millennial estimate spending more time with digital than offline TV (2.7 vs. 1.9 hours per day).
      Continue reading » | November 23, 2015

      Friday Research Wrap, 11/20/15

      FreeWheel-Share-Digital-Video-Ad-Views-by-Device-in-Q3-Nov2015More than 1 in 8 digital video ad views for premium content in Q3 came via OTT devices (e.g. Roku, Apple TV, Chromecast), with this representing the fastest increase of the various devices tracked per FreeWheel's latest quarterly report [download page]. Overall, almost half (48%) of ad views came outside of desktop and laptop environments, per the study, up from about one-quarter during the year-earlier period.
      Continue reading » | November 20, 2015

      The Most Shared Video Ads of 2015

      Unruly-Most-Shared-Video-Ads-of-2015-Nov2015Source: Unruly
        Notes: Google Android's "Friends Furever" campaign has been by far the most shared brand ad of 2015, reports Unruly, and has in fact taken over the mantle as most shared ad of all time. The ad is one of 4 animal-themed ones to make the top 20 this year. Another creative theme that crops up multiple times in the list of top 20 is support for good causes; 8 of the 20 most shared ads this year support good causes.
        Continue reading » | November 20, 2015

        B2B Marketers Turn to Buyer’s Journey Maps to Craft Better Content

        Akoonu-B2B-Content-Marketing-Audience-Insights-Nov2015Almost 9 in 10 B2B marketers agree that a deep understanding of their buying audience is critical to creating content that engages buyers, according to results from an Akoonu survey of 100 senior B2B marketers from companies with at least $100 million in annual revenues. To better understand audiences' needs, many respondents are using buyer's journey maps, per the study.
        Continue reading » | November 19, 2015

        Keep scrolling for more charts and articles:

        How Are Large Companies Measuring the ROI of Their TV Campaigns?
        How Long Goes By Before An Internet Radio Listener Hears An Ad?
        Q3 Pay-TV Subscriber Trends
        Customer Journey Analysis A Rising Force In Conversion Rate Optimization
        What Drives Sponsored Social Messaging Effectiveness for Consumers?
        For Enterprise-Class Advertisers, Mobile Outpacing Desktop in Click Rates
        In-Person Customer Service Ratings Higher Among Older Generations
        Americans’ Views of the Impact of Technology on Everyday Life
        What Service Factors Matter Most to Banking Customers?
        What Drives Supplier Loyalty For Enterprise B2B Buyers?
        Which Brands Are Offering Consumers the Simplest Experiences?
        US Smartphone Penetration Growth Slow Again in Q3
        Top Objectives and Challenges for Data-Driven Marketing
        Mobile, IoT Top List of CMOs’ Most Important Future Technologies
        For ROI Proof, Paid Search Tops the Digital List Again
        Speed-to-Call Important in Converting New Leads
        Friday Research Wrap, 11/6/15
        Market Researchers Rank the Most Important Insight Creation Data Sources
        Teens’ Most Common – and Preferred – Media Activities
        How Are Millennials Using Their Phones?
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