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Research Suggests Sticking to 1 or 2 Conversion Rate Optimization Methods Might Be Too Complacent

Research Suggests Sticking to 1 or 2 Conversion Rate Optimization Methods Might Be Too ComplacentMost are using A/B testing - but what about other methods such as customer journey analysis, usability testing, and website personalization?October 23, 2017

Most company marketers around the world continue to be believe that conversion rate optimization is either crucial (50%) or important (38%) to their overall digital marketing strategy, according to the 9th annual Conversion Rate Optimization (CRO) report... READ MORE
Mobile’s Share of Internet Use in Key Markets Has Doubled Since 2011

Mobile’s Share of Internet Use in Key Markets Has Doubled Since 2011No surprises here: mobile's forecast to grab an even larger share of internet use and digital ad spend in the coming years.

Don’t expect mobile devices’ influence in digital consumption and advertising to stall anytime soon. With smartphone penetration expected to climb to 2 out of every 3 people in 52 key countries by next year, digital media will continue to skew... READ MORE
How Many Americans Are Sports Fans?

How Many Americans Are Sports Fans?There's been a decline in pro football's fan base (hello, politics), but it remains one of the most popular sports in America.

College football is now almost as popular as professional football in the US, finds Gallup in newly-released survey results. The study indicates that there’s been a substantial decline over the past 5 years in the number of pro football fans, down from... READ MORE
Two-Thirds of B2B Marketers Are Testing Content Personalization

Two-Thirds of B2B Marketers Are Testing Content PersonalizationB2B marketers are focusing on measuring conversions, but say they're limited by lack of sales follow-up and long sales cycles.October 20, 2017

Some 68% of B2B marketers are testing out personalization of content or offers, according to a Chief Marketer survey [download page], perhaps in an effort to counter challenges with engagement. The primary form of personalization being tested by respondents... READ MORE
Here’s How People Think Their Video Habits Will Change In the Next 5 Years

Here’s How People Think Their Video Habits Will Change In the Next 5 YearsVirtual reality viewing is coming - and it could "reignite the campfire experience of TV."

More than three-quarters of people in several countries across the world believe that their video viewing habits will change in the coming 5 years. That’s according to the latest TV and Media Report [pdf] from Ericsson ConsumerLab, which surveyed... READ MORE
How Are Teens Spending Money?

How Are Teens Spending Money?More than one-fifth of US teens' spending goes to food and restaurants.October 19, 2017

Teens in the US dedicate around 40% of their spending to clothing, accessories and footwear, with another fifth going to food, according to the latest biannual Taking Stock With Teens survey from Piper Jaffray. Both average-income and upper-income teens... READ MORE
Shoppers Go Online For Variety, In-Store For Service

Shoppers Go Online For Variety, In-Store For ServiceSight and Touch elevate the in-store experience, shoppers say, but they're more mixed on the impact of Sound.

Shoppers still prefer the in-store experience to the online one across electronics (66%), fashion (74%) and home improvement (76%), according to a study from TrendSource [download page]. An overwhelming majority of respondents believe that the store... READ MORE
Most Marketers Want to See ROI From MarTech Investments Within 6 Months

Most Marketers Want to See ROI From MarTech Investments Within 6 MonthsThe vast majority of marketers say that the ROI from their investments is increasing. And despite some budget challenges, they're planning to spend more in the coming year.

The most important goal of a marketing technology strategy is to increase marketing ROI, according to a new report [download page] from Ascend2 and its Research Partners. But how long should it take from implementation to return? For about two-thirds of... READ MORE
4 Tips to get Up To 37% better CPIs with Instagram’s Story App Install Ads

4 Tips to get Up To 37% better CPIs with Instagram’s Story App Install AdsBamboo highlights the most important lessons for performance advertisers before including Story app install ads in their acquisition playbook.October 17, 2017

[Sponsored and Written by Bamboo] Just a few months ago, Facebook added the “app install” objective to Instagram Stories ads. In a world of shrinking attention spans and in-the-moment content, Instagram Stories ads present app advertisers a... READ MORE
Netflix Surges Past 100M Paid Memberships, Now Has More Internationally Than in the US

Netflix Surges Past 100M Paid Memberships, Now Has More Internationally Than in the USNetflix's paid memberships outside the US have doubled in the past 2 years. Larger investments in original content seem likely to pay off in more subscriptions.

Netflix’s international business has overtaken its domestic one for the first time in paid membership, according to the streaming giant’s latest earnings report [pdf]. The subscription video-on-demand (SVOD) service added almost 5 million paid... READ MORE
Snapchat Furthers Its Lead As Teens’ Favorite Social Platform, BUT…

Snapchat Furthers Its Lead As Teens’ Favorite Social Platform, BUT…Snapchat is easily the favored platform for teens, but is it the best way to market to them?October 16, 2017

Snapchat is enjoying a strong run as teens’ favorite social network, according to the latest bi-annual survey from Piper Jaffray. With 47% of teens calling it their single favorite platform, Snapchat’s been at the top in this survey for 2 full... READ MORE
Personal Familiarity With Brands Impacts B2B Buyers’ Business Decisions

Personal Familiarity With Brands Impacts B2B Buyers’ Business DecisionsA majority of B2B buyers say their employees receive personal incentives from business vendors.

The more likely a B2B buyer has a personal engagement with a brand, the more likely the buyer is to buy that brand for their business, finds a report from Merkle Loyalty Solutions [download page]. The survey of 200 B2B buyers in the North America and UK... READ MORE
B2C Marketers’ Interest in Amazon Advertising Grows

B2C Marketers’ Interest in Amazon Advertising GrowsB2C marketers are more likely to say they'll increase their ad spend on Amazon than on any other platform identified.

Amazon’s US advertising revenue is expected to reach $1.65 billion this year, according to recent eMarketer estimates, before almost doubling to $3.2 billion in 2019, at which point its ad revenues are expected to be as large as Snapchat and Twitter,... READ MORE
Rising Programmatic TV Investments Have Better Targeting in Mind

Rising Programmatic TV Investments Have Better Targeting in MindFirst-party data will help derive better insights, marketers say.

Programmatic TV is mainstream, declares Adobe Digital Insights (ADI) in a recent study that surveyed more than 400 US and UK professionals from agencies and brands. These executives, who are decision-makers for placement of TV or digital media marketing,... READ MORE
2017’s Top Brands Ranked by Customer Loyalty

2017’s Top Brands Ranked by Customer LoyaltyAmazon takes over from Google.October 13, 2017

Amazon has taken over as this year’s brand loyalty leader, displacing last year’s leader Google for the top spot. That’s according to the latest annual loyalty study [pdf] from Brand Keys, which ranked customer engagement and loyalty for... READ MORE
Half of Adult Email Users Still Use Their First-Ever Email Address

Half of Adult Email Users Still Use Their First-Ever Email AddressAbout 1 in every 6 Millennials reads emails as soon as they come in.

Roughly half of American adults with access to a digital device and who use email continue to use the the first email address they ever had, according to results from a YouGov survey [pdf]. That includes 37% who not only use that address but consider it... READ MORE
The IT Department Takes the Lead in Organizational Digital Transformation Efforts

The IT Department Takes the Lead in Organizational Digital Transformation EffortsInnovation departments - and Chief Innovation Officers - are taking on a more meaningful role in digital transformation initiatives.October 12, 2017

The IT departments is more commonly responsible for digital transformation initiatives than the marketing and/or digital department, finds the 2017 State of Digital Transformation report [download page] from Altimeter, a Prophet company. The study is based... READ MORE
What Are Women’s Favorite Movie Genres to Watch on TV?

What Are Women’s Favorite Movie Genres to Watch on TV?Stereotypes don't apply. Plus, many are distracted while watching TV.

Moms love action and men watch romance. Surprised? A new study from Adobe Digital Insights (ADI) finds that some stale stereotypes simply don’t apply. Mothers watch Crime and Action movies more regularly than Romance ones, while many men often watch... READ MORE
4 Things to Know About TV Ads

4 Things to Know About TV AdsNewly-released findings related to TV ad lengths, spend, and perceived effectiveness.October 11, 2017

TV is no longer the single largest advertising medium in the US, having recently been overtaken by digital media. But TV advertising is still a more than $70 billion business, and it’s still growing, albeit slowly. Here are 4 updates on TV advertising,... READ MORE
B2B Buyers Want Partners, Not Vendors

B2B Buyers Want Partners, Not VendorsBuyers are looking for relationships - and to derive strategic value from the products and services they purchase.

B2B buyers value vendors that can support their companies’ goals and can help sharpen their competitive differentiation, new research [download page] from Aberdeen Group has found. This and other results from Aberdeen’s study suggest that buyers... READ MORE
Retailers Earn Almost 4X More From A Desktop Than Smartphone Visit

Retailers Earn Almost 4X More From A Desktop Than Smartphone VisitPaid search is eroding organic search's dominance as a retail marketing channel.October 10, 2017

Smartphones will overtake desktops in visit share for the average retailer by the end of this year, predicts Adobe Digital Insights (ADI) in a recent release. But the “smartphone moment” hasn’t yet translated to revenues, as conversion... READ MORE
People Are Joining SVOD Services to Watch Specific TV Shows

People Are Joining SVOD Services to Watch Specific TV Shows70% of those who've done so have paid for the TV service.

Subscription video-on-demand (SVOD) services have been pouring money into original content in recent years, often to great critical acclaim. But those investments seem to have been paying off in other – more important – ways: subscriptions. In a... READ MORE
Salesforce Users Up Their Predictive Analytics Investments

Salesforce Users Up Their Predictive Analytics InvestmentsAll marketers using Salesforce for marketing campaigns say they're going to invest more in predictive analytics.

Predictive analytics is a top area of interest for both sales and marketing organizations that use Salesforce, according to the latest annual State of Salesforce study from Bluewolf. In fact, all of the marketers surveyed as part of the report said... READ MORE
These Are the World’s 10 Largest Market Research Companies

These Are the World’s 10 Largest Market Research CompaniesThe top 25 companies grossed $22.5 billion in revenues last year, up 4.6% year-over-year.October 6, 2017

Nielsen remains comfortably the largest market research company in the world, with revenues exceeding $6.3 billion last year, per the 2017 AMA Gold Global Top 25 Report [pdf]. While it counts the UK as its home country, virtually all (96.9%) of its revenues... READ MORE
Made in America: Still Thriving

Made in America: Still ThrivingMany people in other countries see American brands as cool and high-quality.

Dim views of American government don’t seem to be spilling over into negative perceptions of American products, finds new research [download page] from J. Walter Thompson Intelligence. In each of 6 countries analyzed, American brand products are viewed... READ MORE
The Insights Advertisers Want When Making Digital Media Buying Decisions

The Insights Advertisers Want When Making Digital Media Buying DecisionsAdvertisers show relatively low levels of trust in audience analytics and measurement capabilities.October 5, 2017

Not too surprisingly, advertisers approach the digital media buying decision with different insights requirements in mind than the TV media buying decision, according to new research [pdf] from Advertiser Perceptions. In its survey, the firm found that... READ MORE
How Often Are Ads Repeated During Premium Digital Video Streams?

How Often Are Ads Repeated During Premium Digital Video Streams?Plus, a look at video ad loads and completion rates, as well as the top devices used for viewing.

Recent research from FreeWheel delved into aspects of the video advertising experience, finding that the lack of creative diversity for a single campaign was the single-most cited reason for a poor ad experience. So how often do ads repeat, at least in... READ MORE
Business Credibility: Who Should Do The Talking?

Business Credibility: Who Should Do The Talking?Companies are facing an "authenticity gap." What can they do to mitigate it?October 4, 2017

Companies around the world are facing an “authenticity gap,” argues FleishmanHillard Global Intelligence in a recent report [pdf], as they fail to meet customer expectations in key areas that drive authenticity, such as value and customer care.... READ MORE
People Complain of Gender Stereotyping and Lack of Diversity on TV

People Complain of Gender Stereotyping and Lack of Diversity on TVTV ads are using outdated gender stereotypes and programming is failing to be racially inclusive enough, according to new studies.

Despite some progress, TV isn’t doing a good enough job of promoting inclusiveness and gender equality, according new studies from Havas Group and Univision. Almost half of women from various countries around the world agree that TV ads show too many... READ MORE
Millennial W-O-M Rankings: Facebook > Snapchat

Millennial W-O-M Rankings: Facebook > SnapchatYouTube and Amazon also figure among the brands that 18-34-year-olds hear and talk about the most.October 3, 2017

Youth are turning away from Facebook and to Snapchat, as the theory goes (accompanied by some data). And that might well be true for teens and young Millennials, but apparently Facebook isn’t uncool enough to avoid talking about. New data from YouGov... READ MORE
Almost Half of US Online Shoppers Have Made A Cross-Border Purchase

Almost Half of US Online Shoppers Have Made A Cross-Border PurchaseOnline shoppers are using marketplaces more and finding international retailers on them.

Some 47% of online shoppers in the US report having made an international purchase at some point in the past year, reveals UPS in the third installment [pdf] of its Pulse of the Online Shopper series. That figure is up from 40% a couple of years ago,... READ MORE
B2B Content Marketing Is Becoming More Audience-Focused. Or Is It?

B2B Content Marketing Is Becoming More Audience-Focused. Or Is It?One-third aren't always creating content for their audiences rather than their brand.October 2, 2017

The latest annual B2B Content Marketing report [pdf] is out from the Content Marketing Institute, MarketingProfs and Brightcove. The headline result is that considerably more B2B content marketers this year than last are focused on building audiences. But... READ MORE
What Do You Want Your TV Guide to Show?

What Do You Want Your TV Guide to Show?There's appetite for a unified guide format that displays content from pay-TV providers and SVOD services.

Content discovery is becoming a key part of the TV viewing experience, and may be an advantage for subscription video-on-demand services over traditional TV, per research from TiVo. In its Q2 report on pay-TV and video trends, TiVo found that while 87% find... READ MORE
The World’s 10 Most Valuable Brands in 2017

The World’s 10 Most Valuable Brands in 2017How much has changed in a year? A lot. But then again, not a lot: Apple reigns, Facebook and Amazon gain.September 29, 2017

Apple is once again the most valuable brand in the world, keeping its hold on the top spot for the fifth consecutive year, with Google following and slightly narrowing the gap, according to Interbrand’s annual rankings. The report indicates that nine... READ MORE
More Than 1 in 4 Alexa Owners Have Asked It What Its Deals Are

More Than 1 in 4 Alexa Owners Have Asked It What Its Deals AreThe majority of Smart Speaker owners say they've ordered an item through their device.

Smart Speakers are already having an impact on commerce. Almost one-third of owners say they’re spending more on Amazon and Google since getting their Smart Speaker, according to a new study [pdf] from Edison Research and NPR. Moreover, well over half... READ MORE
TV Everywhere Awareness, Adoption Rising

TV Everywhere Awareness, Adoption RisingMore than one-quarters of TVE viewers say they're using these apps on a daily basis.

Pay-TV users’ adoption of TV Everywhere (TVE) services is reaching new heights, reports TiVo in its latest quarterly analysis [download page] of pay-TV and video trends. In its survey of almost 3,100 adults in the US and Canada, TiVo found more than... READ MORE
Digital Ad Sales to Overtake Offline in 2019?

Digital Ad Sales to Overtake Offline in 2019?Get ready for an advertising world in which mobile and social take center stage - not just in digital media.September 27, 2017

While digital has well and truly overtaken TV as the single largest US advertising medium, offline media still command a majority of ad sales in the US, per new data from MAGNA [pdf]. But if MAGNA’s forecast proves correct, it won’t be long... READ MORE
Most Important for PPC Advertisers? CRO, Mobile & Social

Most Important for PPC Advertisers? CRO, Mobile & SocialText ads still lead mobile and social ads in perceived effectiveness.

The most important aspects of digital marketing for PPC advertisers over the past year have been conversion rate optimization (CRO) and mobile, with agencies favoring the former and brands the latter, according to the latest annual State of PPC report... READ MORE
Video Ad Viewability Update 2017: Benchmarks Across Countries & Devices

Video Ad Viewability Update 2017: Benchmarks Across Countries & DevicesVideo viewability rates are unchanged from last year in the aggregate, though mixed fortunes are evident across countries.September 26, 2017

Video ad viewability seems to be flat from last year, according to our review of Google’s latest foray into the topic. Some 66% of video ads were viewable on the web and in apps (excluding YouTube) across devices in May 2017, a figure that’s... READ MORE
1 in 3 Buying More Private Label Brands Than Last Year

1 in 3 Buying More Private Label Brands Than Last YearThere seem to be some positive trends for CPG brands, but are they enough?

CPG brands have been challenged in recent years by the ascent of private label brands, and new research from The Integer Group finds little solace for name brands. The latest Checkout report [download page], based on a survey of 1,215 adults, finds that... READ MORE
Top Marketing Mandate: Accelerating Revenue Growth

Top Marketing Mandate: Accelerating Revenue GrowthMarketing and sales are generally working together to achieve their top goals.September 25, 2017

Marketing isn’t just about demand generation – in fact it’s more about revenue growth, according to results from a new CMO Council study [download page] produced with SAP Hybris. Indeed, marketers surveyed for the report identified... READ MORE
Personalization’s Considered the Most Effective Email Tactic

Personalization’s Considered the Most Effective Email TacticList data segmentation is perceived to be the most difficult tactic to implement.

Email marketers are more interested in increasing conversions than in boosting sharing or growing their lists, details a new report [download page] from Ascend2 and its Research Partners. And when it comes to optimizing conversions, personalization seems to... READ MORE
Black and Hispanic Adults Increasingly Streaming Audio on Smartphones

Black and Hispanic Adults Increasingly Streaming Audio on SmartphonesAlso: the top radio formats for Blacks and Hispanics, and the biggest advertising spenders on those formats.

Radio remains the leading “reach vehicle” for Blacks and Hispanics in the US, notes Nielsen in a recent study [download page]. However, the radio isn’t the only device being used for audio: with 81% of Black adults and 91% of Hispanic... READ MORE
US Adults’ Trust in Mass Media Rebounds

US Adults’ Trust in Mass Media ReboundsConfidence returns, spurred by Democrats' record high trust in the media.

Slightly more than 4 in 10 American adults trust the mass media to report the news fully, accurately and fairly, according to a new Gallup survey. That represents a sharp uptick from fewer than one-third (32%) last year, which had been the lowest level in... READ MORE
Studies Suggest Search Engines Top Amazon For Product Research

Studies Suggest Search Engines Top Amazon For Product ResearchSome category research seems exclusive to search; others to Amazon.September 22, 2017

Several studies – such as this one – have suggested that the majority of online shoppers begin their retail research on Amazon, rather than a search engine. But two new pieces of research – from Kenshoo and from Bing – call into... READ MORE
1 in 12 Americans Say They’ve Boycotted A Brand Due to A Data Breach

1 in 12 Americans Say They’ve Boycotted A Brand Due to A Data BreachThe most common reason for boycotting a brand, though, is due to a political position it has taken.September 21, 2017

One-third of Americans have stopped using a brand as a direct result of a scandal, according to new research from YouGov [download page]. Politics emerges as the top offender, with 51% of brand boycotters saying they’ve stopped using a brand due to its... READ MORE
Top DMAs’ Smart TV Penetration Rates in Q1 2017

Top DMAs’ Smart TV Penetration Rates in Q1 2017Also inside: the DMAs with the highest SVOD penetration, and those where people watch the most traditional TV.

Smart TV penetration now exceeds one-third of TV households in some key DMAs, details Nielsen in its latest Local Watch report [download page]. Seattle leads the list of the top 25 DMAs, with 37% penetration as of February, followed closely by Los Angeles... READ MORE
B2C Marketers’ Online and Offline Campaign KPIs Are Converging

B2C Marketers’ Online and Offline Campaign KPIs Are ConvergingOnline campaigns are increasingly using offline success factors, and vice versa.September 20, 2017

When B2C companies launch offline marketing campaigns, they tend to do so with brand loyalty and awareness and customer retention in mind, according to a study from PlaceIQ [download page] conducted by 451 Research. However, offline marketing campaign KPIs... READ MORE
Free Download: Key Trends in Marketing Enablement

Free Download: Key Trends in Marketing EnablementA look at key data points about marketing enablement, specific to content marketing.

Effectively managing content, personalizing and targeting efforts, and gaining insights into analytics and ROI are critical for sales and marketing alignment and efficiency. In this new deck [download page], discover 8 key data points and charts related to... READ MORE
B2B Buyers to Vendors: Stop and Listen For A Moment

B2B Buyers to Vendors: Stop and Listen For A MomentBuyers' biggest frustration is vendors' insistence on talking, not listening.September 19, 2017

If there’s something that really irks B2B buyers, it isn’t a vendor’s lack of understanding of the company, its needs, or even its industry. After all, those things can be learned or explained in the course of a discussion. But one thing... READ MORE
Digital Technologies Now Influence Most In-Store Grocery Sales

Digital Technologies Now Influence Most In-Store Grocery SalesDigital's influence is greatest in the awareness stage of consumers' grocery purchase journey.

Just over half (51%) of all in-store grocery sales in 2016 were influenced by digital technologies, tipping the scale with an 18% point increase over the prior year, according to a report [pdf] from Deloitte. As such, digital’s influence isn’t... READ MORE
Industry: Marketing Needs More Human Insights Than Automation

Industry: Marketing Needs More Human Insights Than AutomationThe majority of advertisers and agencies feel that marketing needs mostly human insights, with some automation mixed in.

With the rapid expansion of marketing technology, marketing has taken on a much greater capacity for automation. But that shouldn’t come at the expense of insights generated by… people. In a recent survey [download page] of advertisers, agencies... READ MORE
European Display Ad Market Goes Programmatic

European Display Ad Market Goes ProgrammaticHalf of European digital display ad spending is traded programmatically.

Half of display ad spending in Europe last year was transacted programmatically, according to a new report from IAB Europe. That follows a prediction last year from Zenith that programmatic trading would account for a majority of global digital display ad... READ MORE
How Independent Podcasters Are Making Money

How Independent Podcasters Are Making MoneyPodcasters are less likely to make money from advertising than bloggers and video creators.

Podcast audiences continue to grow, and there are signs that advertisers are warming to their receptive audiences. But as it turns out, independent podcasters are most likely to be making money by selling their own services (63%) and products (62%), per... READ MORE
Audience Targeting Is More Successful on Mobile Than on Desktop

Audience Targeting Is More Successful on Mobile Than on DesktopDesktop viewability rates improved slightly, with direct buys outperforming programmatic deliveries.September 15, 2017

Mobile ads are reaching their intended audiences at a higher rate than desktop ads, a finding that may relate to desktops’ higher likelihood of having multiple users, according to a comScore report. In its analysis of US digital advertising in-target... READ MORE
Bigger Than Video? Messaging to Influence Social Strategies, Execs Say

Bigger Than Video? Messaging to Influence Social Strategies, Execs SayThere seems to be plenty of room for growth in brands' use of social messaging.

Video content has been gaining popularity in social media, with research recently showing that more social media marketers plan to increase their video efforts than any other social content type. But recent survey results from The Creative Group suggest that... READ MORE
Social Media Seems Some Gains As A News Source, But Still Trails Traditional Platforms

Social Media Seems Some Gains As A News Source, But Still Trails Traditional PlatformsFacebook has the broadest reach as a social news platform, but Twitter has the most news-focused users.September 14, 2017

Two-thirds (67%) of American adults get news from a social media site such as Facebook or Twitter, reports the Pew Research Center in a recent study, though slightly fewer than half (47%) do so at least sometimes. Both figures are up from early 2016, though... READ MORE
Data Suggests Desktops Actually Lead in Automotive Shopping

Data Suggests Desktops Actually Lead in Automotive ShoppingDesktop site visitors are responsible for far more calls than mobile visitors during auto's peak seasons.

Mobile may be capturing the majority of digital media time and online ad spending, but when it comes to automotive sales, desktops should certainly not be forgotten, according to a study from DialogTech. In fact, mobile devices are responsible for only a... READ MORE
Here’s How Marketers Are Deciding Where to Put Their Media Dollars

Here’s How Marketers Are Deciding Where to Put Their Media DollarsAudiences and ROI figure prominently. But where can ROI best be tracked, and whose data can be trusted?September 13, 2017

Go where you audience is. That’s the word from the industry, according to a new study [download page] from Kantar Millward Brown. More than three-quarters of survey respondents said that they look at the channels that best reach their target audience... READ MORE
Millennial Men Are Exerting Greater Influence in the Beauty Market

Millennial Men Are Exerting Greater Influence in the Beauty MarketMillennial men are almost as likely as Millennial women to talk about beauty and apparel brands.

A sizable share of Millennial men have a skincare regimen – and many are likely to engage in online and offline conversations to influence others in their beauty product choices, according to a pair of new studies from YouGov and Engagement Labs. The... READ MORE
User Retention Still the Key Challenge for App Marketers

User Retention Still the Key Challenge for App MarketersRemarketing is becoming more popular with app marketers.September 12, 2017

App marketers are twice as likely to count user acquisition as a goal than engaging and retaining their existing user base (70% and 35%, respectively), according to a survey from InMobi [download page]. But focusing their marketing on acquisition may be... READ MORE
W-O-M the Primary Way Attendees Learn About Events

W-O-M the Primary Way Attendees Learn About EventsEvent organizers are seeing success from using digital marketing to boost publicity and attract attendees.

Event organizers should pay special attention to viral marketing, argues XING Events in recent research [download page], which finds that attendees are more likely to learn about events from friends and acquaintances (66%) than by any other means. This adds... READ MORE
People Want Emails to Sell With Information

People Want Emails to Sell With InformationA look at what people want from brand emails, from frequency to personalization and mobile optimization.September 11, 2017

If there’s one thing that people would like to change about the emails they get from brands, it’s to make them less about promotion and more about providing information. That’s according to a new study from Adobe, which surveyed 1,007 US... READ MORE
64% of Marketers Don’t Have Enough Resources

64% of Marketers Don’t Have Enough ResourcesEmma’s report analyzes the goals, concerns, and pressures facing marketers and includes advice and strategies to help them overcome their biggest challenges.

[Sponsored] According to Emma’s 2017 Email Marketing Industry Report, 64% of marketers don’t have enough time or personnel to do the marketing they would like. The report shows that marketers are awash in data (only 16% report identify lack of data as... READ MORE
Ad Buyers Gravitate to Programmatic Audio With Efficiency, Targeting in Mind

Ad Buyers Gravitate to Programmatic Audio With Efficiency, Targeting in MindMost won't distinguish between broadcast and digital platforms when buying audio.

Three in 10 ad buyers are using programmatic platforms for radio and digital audio today, and another 57% would like to in the next 12 months, according to a report from WideOrbit. As a result, two-thirds of buyers expect to spend more on programmatic audio... READ MORE
How B2B Salespeople Feel Marketing Can Help Them Win More Deals

How B2B Salespeople Feel Marketing Can Help Them Win More DealsBetter messaging and materials will help close the deal, B2B salespeople say.September 8, 2017

It probably comes as no surprise that salespeople want more qualified leads from marketing, but what else can marketing do to help the sales function along? As it stands, better messaging is a key factor for B2B salespeople, according to a study from... READ MORE
CMOs’ Use of Analytics Registers Uptick

CMOs’ Use of Analytics Registers UptickCMOs appear to be growing a little more confident that they have the right staffing in place to leverage analytics.

CMOs are using analytics a little more than in the past and crediting analytics with a slightly greater contribution to company performance, according to the latest edition of The CMO Survey [pdf]. Respondents to the survey reported 37.5% of projects using... READ MORE
Exclusive: Broadband Market Surpasses Pay-TV Market in Size

Exclusive: Broadband Market Surpasses Pay-TV Market in SizeTraditional pay-TV losses widened from a year earlier, while the opposite was true for the broadband market.September 7, 2017

The broadband market has topped the pay-TV market in subscriber numbers among the largest providers, according to our analysis of the latest quarterly figures from the Leichtman Research Group (LRG). The top pay-TV providers in the US – which together... READ MORE
Want to be An Effective CMO? Here’s What it Takes.

Want to be An Effective CMO? Here’s What it Takes.Think it's all about marketing technology and analytics? Think again, CMOs say.September 6, 2017

Sure, it helps to have a strong grasp of analytics and technology these days. But to be an effective CMO, you have to bring a business mindset to the table, playing a critical role in growth initiatives and demonstrating marketing’s value while... READ MORE
Few Teens Think Ad Loads Are Too Heavy on Instagram or Snapchat

Few Teens Think Ad Loads Are Too Heavy on Instagram or SnapchatYouTube is another story, though.

Social networking users are most satisfied with site performance and least satisfied with the amount of ads on the sites, per recent research. But youth seem largely unfazed by ad loads, according to recent data released by Forrester Research. In fact, only... READ MORE
Online Shoppers Increasingly Using Mobile Devices to Locate Stores

Online Shoppers Increasingly Using Mobile Devices to Locate StoresGoogle data shows that "open now" searches are surging, while "store hours" queries are down.

Mobile commerce now makes up more than one-fifth of e-commerce spending in the US, and that figure should continue to climb, as new data from UPS finds growing comfort with using smartphones for a variety of shopping needs including making purchases. The... READ MORE
Which Digital Channels Do B2B Buyers Use to Engage With Vendors?

Which Digital Channels Do B2B Buyers Use to Engage With Vendors?Websites and email remain the most commonly-used during all stages of the funnel.September 1, 2017

There’s somewhat of a gap between expectations and reality when it comes to the B2B customer experience, according to a Marketo study [download page], with vendors less likely to provide a consistent experience than buyers are to value one. The good... READ MORE
Customer Satisfaction With Automobiles Dips Slightly, But Remains High

Customer Satisfaction With Automobiles Dips Slightly, But Remains HighMore than three-quarters of the above-average nameplates are imports.

Customer satisfaction with automobiles has dropped by a point this year to an index of 81 on the American Customer Satisfaction Index’s 100-point scale, per the ACSI’s latest report [download page]. That still puts the automotive industry in the... READ MORE
TV Universe Grows to 119.6 Million Homes for the Upcoming 2017-2018 Season

TV Universe Grows to 119.6 Million Homes for the Upcoming 2017-2018 SeasonThe TV set is the device with the broadest penetration in US households, and is increasingly being used for digital video viewing.August 29, 2017

After climbing by 2 million homes last year, the number of TV homes in the US has grown by another 1.2 million this year to reach 119.6 million for the upcoming season, according to Nielsen’s latest TV Universe estimates. Some 304.5 million Americans... READ MORE
Taking Stock of B2B Marketing Automation

Taking Stock of B2B Marketing AutomationB2B marketers are enthusiastic about automation's benefits, but aren't yet using these tools to their fullest potential.August 28, 2017

Act-On Software and Econsultancy recently partnered up to produce a State of B2B Marketing Automation report [download page], based on a global survey of 355 B2B in-house marketing professionals from a mix of company sizes and industries. Here are 4 findings... READ MORE
Which App Categories Appeal to Which Age Groups?

Which App Categories Appeal to Which Age Groups?The 55+ group over-indexes in News and Information app usage.

Social networking apps account for 1 in 5 minutes spent with apps, reveals comScore in its latest US Mobile App Report [download page], with Music apps close behind (18%). Mobile apps account for a sizable share of digital time for most content categories,... READ MORE
Gated or Ungated Content For B2B Nurture Campaigns? It Depends.

Gated or Ungated Content For B2B Nurture Campaigns? It Depends.E-books are highly likely to be gated in nurture campaigns. Not so for infographics.

Three in 10 B2B marketers have exclusive content that they use for lead nurturing, and another 13% plan to create content exclusively for such campaigns within the next year. That’s according to a new study [download page] from Demand Gen Report, which... READ MORE
3 in 4 Smartphone Owners Use A “Retro” Device

3 in 4 Smartphone Owners Use A “Retro” DeviceAnalog isn't completely dead, but smartphones apps are replacing many devices.

Smartphones haven’t killed off all devices – at least yet. Despite the current widespread use of smartphones, 3 in 4 adults (76%) are still using one or more “retro” devices, such as CDs (49%), calculators (40%) and landlines (36%),... READ MORE
Digital Radio’s Ascent Isn’t Blunting Broadcast Radio’s Reach

Digital Radio’s Ascent Isn’t Blunting Broadcast Radio’s ReachBroadcast radio's reach is steady among 18-34-year-olds and increasing among older adults.August 24, 2017

Online radio has been showing strong growth in recent years, reaching 61% of Americans ages 12 and older. A new report from Nielsen [download page], however, demonstrates that digital radio’s broadening audience hasn’t had a negative impact on... READ MORE

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