Digital Marketing Evolution: How Enterprise Leaders Differ From Followers

The global 1,000 enterprises at the forefront of the digital marketing evolution differ from those vulnerable to it in several ways, ranging from their use of marketing technology to their customer-centricity.
Continue reading » | August 26, 2014

B2B Marketers on Popular Lead Gen Channels and Successful Tactics

More B2B marketers are turning to online channels such as social networks, webinars and retargeted ads to generate leads. Three tactics stand out when it comes to generating the largest number of qualified leads.
Continue reading » | August 26, 2014

CSR Reputation Affects Purchase Decisions, Millennials Say

Harris-CSR-Effect-Purchase-Decisions-Aug2014Source: Harris Interactive Notes: Millennials are more likely than other generations to take a company's reputation for social responsibility into account when making purchase decisions, finds a new survey by Harris Interactive. A majority 55% indicated that this consideration sometimes affects (34%) or has a strong effect (17%) on their decisions, compared to roughly half of respondents belonging to older generations. Overall, though, the stated influence of corporate social responsibility (CSR) on purchase decisions hasn't changed over the past 5 years, per the report.
Continue reading » | August 26, 2014

6 in 10 Netflix Subscribers Have Watched Its Original Programming

Centris-SVOD-Subscribers-Original-Programming-Aug2014Source: Centris Marketing Science Notes: Netflix's acclaimed forays into original programming are reaching subscribers, with 6 in 10 Netflix subscribers claiming to have ever watched original programming from the subscription video-on-demand (SVOD) service. While this figure is higher among Millennial subscribers (18-34; 68%), a majority of subscribers aged 55 and older have also watched original programming. Meanwhile, fewer Hulu Plus (46%) and Amazon Prime (27%) subscribers have watched original programming on those services.
Continue reading » | August 26, 2014

Smartphone Users’ App Time Highly Concentrated

comScore-Smartphone-App-Consumption-by-Usage-Rank-Aug2014Mobile applications crossed a threshold in May, accounting for the majority of digital media time spent in the US, per recent comScore data. A new report [download page] from comScore indicates that mobile's share of digital consumption continues to grow, with apps hogging more mobile time on smartphones (88% share) than tablets (82%). Interestingly, though, the study reveals that smartphone app users spend most of their app time with a limited number of apps.
Continue reading » | August 25, 2014

Fortune 500′s Social Media Use Continues to Expand

UMassDartmouth-Fortune500-Social-Use-2012-2014-Aug2014Social media use is almost ubiquitous among the Fortune 500 and newer platforms are seeing fast-rising adoption rates, according to the latest study from the Center of Marketing Research at the University of Massachusetts Dartmouth. LinkedIn, measured for the first time this year, is easily the most-used platform, by 97% of the Fortune 500, while Twitter continues to outrank Facebook, although by a slimmer margin this year.
Continue reading » | August 25, 2014

More Than One-Third of US Households Now Subscribe to an SVOD Service

Centris-US-SVOD-Adoption-Trends-in-Q2-Aug2014Source: Centris Marketing Science
    Notes: Some 35% of US households subscribed to a subscription video-on-demand (SVOD) service during the second quarter of this year, up from 27% during Q2 2013. In fact, roughly 1 in 7 (14%) of households subscribed to multiple SVOD services, up from 11% during the year-earlier period. Netflix remains the most popular service, subscribed to by 30% of US households during the second quarter, ahead of Amazon Prime (12%) and Hulu Plus (7%). Among those households with multiple subscriptions, the Netflix and Amazon Prime combination is the most popular, chosen by 63% of such households.
    Continue reading » | August 25, 2014

    Most Popular Types of Charitable Giving, by Generation

    Harris-Americans-Charitable-Contributions-by-Generation-Aug2014Source: Harris Interactive
      Notes: 9 in 10 American adults claim to have participated in some type of giving in the past 2-3 years, with the likelihood of having done so increasing with age. The most common contribution reported by survey respondents was used clothing (73%), followed by money (66%) and food (53%). In each case, Matures (68+) were the most likely to have made such a contribution, with Millennials (18-36) the least likely save for food.
      Continue reading » | August 25, 2014

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