Notes: Some 56% of B2B marketers feel that using 3-4 target segments in their communications is manageable in order to see a return on both time and money, per results from an iris survey of 200 B2B marketers, the vast majority (83%) of whom are from companies with at least 1,000 employees. Separately, the study indicates that marketers feel communications should be: more serious/no-nonsense (42%) than humorous/fun (20%); more fact & figure-focused (49%) than benefit-focused (22%); more example-driven (70%) than advice-driven (10%); and more professional (66%) than friendly (15%).
Almost 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.
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.
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).
More 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.
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.