CMOs Bullish on Mobile Marketing Spending, Not So Hot on Current Performance

Mobile and social budgets are set for big increases.
Continue reading » | September 1, 2015

Budgets Limited For Multicultural Marketing Initiatives

Only half of senior marketing leaders (B2B and B2C) responding to a new survey say they have a multicultural marketing initiative in place.
Continue reading » | September 1, 2015

Top 100 B2B Advertisers’ Spending Trends, by Medium

KantarAdAge-B2B-Top-100-Advertisers-Spending-Trends-in-2014-Aug2015Source: Kantar Media / Ad Age
    Notes: The top 100 B2B advertisers increased their ad spending by 0.9% in 2014, while B2B advertisers as a whole kept their spending flat for the year, reports Ad Age, based on Kantar Media data. With an estimated $4.8 billion spent on B2B ads last year, the top 100 advertisers accounted for almost half of the total $10.2 billion spent by B2B advertisers. (These figures include only display ad spend for online advertising.) TV's share of measured ad spend among the top 100 advertisers increased from roughly 57% share in 2013 to 61% share last year.
    Continue reading » | August 31, 2015

    CMOs Continue to Report Low Usage of Marketing Analytics

    CMOSurvey-Use-Contribution-Marketing-Analytics-Aug2015Source: The CMO Survey [pdf] (Duke University's Fuqua School of Business)
      Notes: Just 31% of projects use available or requested marketing analytics, well within the 29-37% range seen over the past 3-and-a-half years, according to US CMOs responding to the latest edition of The CMO Survey. B2C product companies appear to be leading the pack in usage of marketing analytics, however, at twice the rate of their B2B product counterparts (45.6% vs. 22.8%). B2B product companies also give the highest rating to marketing analytics' contributions to their firms' performance.
      Continue reading » | August 31, 2015

      Friday Research Wrap, 8/28/2015

      Experian-Email-Volume-Growth-Trends-Q2-2012-Q2-2015-Aug2015Brands aren't easing up on their email activity, with average volume across industries increasing by 16.1% year-over-year in Q2, per Experian Marketing Services' latest quarterly benchmark report [download page]. That marks the 11th quarter of increases and the 10th consecutive quarter of double-digit volume increases. In this latest quarter, consumer products and services (+20.7%) and multi-channel retailers (19%) led in year-over-year volume growth, followed by business products and services (15.6%).
      Continue reading » | August 28, 2015

      Which Industries Lead in Consumer Perception?

      Gallup-Consumer-Ratings-Industries-Sectors-Aug2015Source: Gallup
        Notes: The computer industry enjoys the best reputation with consumers, per Gallup, with 69% having a positive view of it versus just 10% with a negative view. The resultant net rating (% positive minutes % negative) of +59 points is almost double-digits ahead of restaurants (+50), the next-highest rated. Some other industries with strong net positive perception include travel (+37), retail (+34), automotive (+27) and publishing (+20), while TV and radio (+12) and advertising and public relations (+7) sit further down the list but still in the green.
        Continue reading » | August 28, 2015

        Online Customer Reviews Remain Highly Influential in Consumers’ Local Business Decisions

        BrightLocal-Use-of-Online-Customer-Reviews-Aug2015North American consumers are increasingly reading online customer reviews to determine if a local business is a good business, though maybe not quite with the same frequency as last year, according to BrightLocal's latest annual Local Consumer Review Survey. The survey - fielded among 2,354 US (90% share) and Canadian (10%) consumers - finds that 92% at least occasionally read customer reviews to judge a business, up from last year's 88% and 71% in 2010.
        Continue reading » | August 27, 2015

        CMOs: Marketing Budget Growth Expected; ROI Problems Persist

        DukeCMOSurvey-Expected-Budget-Changes-Aug2015CMOs in the US expect marketing budgets to rise by 5.5% in the next 12 months, according to the latest edition of the biannual CMO Survey [pdf] from Duke University's Fuqua School of Business. While CMOs' level of budget optimism is weaker than in the February edition of the study (+8.7%), it's stronger than in August 2014 (+5.1%) and 2013 (+4.3%).
        Continue reading » | August 27, 2015

        Keep scrolling for more charts and articles:

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        Face-to-Face Tops Social As W-O-M Vehicle
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