Despite a high degree of interest in using virtual reality to watch movies, there's not much interest on the part of consumers when it comes to brands and advertisers using virtual reality (VR) to provide exclusive content and trailers, finds YuMe [download page] in a survey of more than 800 adults aged 18-54. But, there's reason to believe that virtual reality can be used effectively to demo products.
Emerging market research methods such as mobile surveys and online communities may no longer be deemed "emerging," having well and truly broken into the mainstream, according to the latest edition of the GreenBook Research Industry Trends (GRIT) Report. By comparison, despite some gains in use, methods such as neuromarketing and wearables-based research remain niche.
The top content formats produced by content marketers in the US are research/original data, infographics and product reviews, each created by 74% of respondents to a survey from Clutch. These were also the top 3 content types in terms of effectiveness, per the study, with research/original data leading the way.
B2B companies are relying more on customer references and testimonials than on any other type of customer marketing activity, details a report [download page] from Influitive and Koyne Marketing. Based on a survey of 202 respondents, largely from B2B (77%) and hybrid B2B and B2C (16%) companies, the study indicates that this is the only activity with majority (62%) adoption.
It was a positive year in the end for the music business, declares Nielsen in the Nielsen Music Year End Report for 2016 [download page], as strong growth in on-demand streaming more than offset sales declines. In fact, on-demand streaming grew to account for 38% of all audio consumption, becoming the single largest consumption format for the first time in the process.
Marketing is becoming more data-driven, but the extent to which such efforts can achieve results is very dependent on the quality of the data at hand. According to new research from Allocadia [download page], some companies have it figured out, but many are still struggling with messy or silo'd data.