Subscribe for free
Get the latest marketing trends, data and charts each day in your inbox. Fast, factual, and clear.
: IPG Media Lab / YuMe
: Location has the biggest influence on video viewers' receptiveness to ads - and viewers are most receptive when they're in public places such as restaurants, stores, gyms and commuting, per the report. Mood and content genre are the next-most influential indicators of ad receptiveness, with excitement the top-indexing mood and business the highest-indexing content category.
: [Debrief] Advertising Channels With the Largest Purchase Influence on Consumers
: Acronym Media / Forrester Consulting
: Among US digital marketers who use keyword data to inform content and digital marketing efforts, most (59%) do so to inform paid media efforts and to understand customer intent (51%). When asked about the impact of encrypted data, almost two-thirds said it will negatively impact their understanding of customer intent, while roughly 6 in 10 see a negative impact on how they inform their paid media efforts (62%), determine content placement (61%) and identify themes to address with content (60%). Without keyword-level search data to identify searcher intent, digital marketers are most likely to turn to web analytics data (76%), paid search data (keyword performance used in paid search; 67%).
The Content Marketing Institute (CMI) and MarketingProfs have today released their latest annual report
looking at content marketing trends among B2B marketers in North America. As the fifth annual report covering this area (2013 coverage here
; 2012 here
; 2011 here
), the study allows for some comparisons to years past - but also includes new insights resulting from some additional questions in this year's survey.
The number of Americans enrolled in college (undergraduate and graduate) declined by almost half a million for the second consecutive year in 2013, details the US Census Bureau
in a recent data release. Those two years of declines come after a period of expansion between 2006 and 2011 that saw net enrollment levels grow by 3.2 million. The new data indicates that some 19.5 million Americans were enrolled in college last year, equating to 6.5% of the 3+ population.
: Tablets (2.67%) continued to far outpace smartphones (0.94%) in conversion rates in Q2 (as they did in Q1
), with the average conversion rate for tablet visitors being almost as high as the rate for desktop visitors (2.98%). Of note, though, smartphone traffic exceeded tablet traffic for the first time in Q2, at 15.6% share and 13.9% share of total e-commerce site visits, respectively. Globally, average order values were highest on desktops ($181), followed by tablets ($150) and smartphones ($116).
: Vanessa DiMauro and Don Bulmer in conjunction with The Society For New Communications Research
: Consumers' purchase decisions are influenced far more by communications that show that a company takes care of its employees than they are by messaging about companies donating profits or employee time to charities. Consumers report, though, that the messaging that most influences their purchase decisions relates to companies taking extra efforts to keep their costs low and passing the savings on to customers.