What Causes Consumers to Lose Trust in Digital Brands?

Interruptive ads are a major irritant.
Continue reading » | September 3, 2015

Enterprise CMOs Say They Spread Their Budgets Evenly Across the Customer Journey

Content is getting the largest share of budgets.
Continue reading » | September 3, 2015

Mobile Now Forecast to Capture the Majority of US Digital Ad Spending This Year

eMarketer-Mobile-Share-Digital-Total-Media-Ad-Spending-2014-2019-Sept2015Source: eMarketer
    Notes: Mobile ad spending is growing at such a rapid clip that eMarketer now predicts that it will capture a majority 52% share of digital ad spending this year, up from its earlier forecast of 49% share. The new forecast translates to mobile capturing about 1 in every $6 spent on media advertising (16.6% share) this year. Mobile's share of digital ad spend will grow at a slower pace through 2019, when it is forecast to occupy 70% of digital ad spending and 29% of all media ad spend.
    Continue reading » | September 2, 2015

    Trusting Relationships A Bigger Priority For Customers Than Brand Names, CMOs Say

    DukeCMOSurvey-Customers-Top-Priorities-Sept2015Source: The CMO Survey [pdf] (Duke University's Fuqua School of Business)
      Notes: CMOs tend to believe their customers' top priority over the next 12 months will be superior product quality (26%) or excellent service (24%), according to The CMO Survey. Also interesting is that CMOs are slightly more likely to believe that a trusting relationship (18%) will be a top customer priority than low prices (17%). Just 3% feel that customers will make brands their top priority.
      Continue reading » | September 2, 2015

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

      CMOSurvey-Mobile-Share-Marketing-Budgets-Sept2015 CMOs are ready to boost their mobile marketing budgets, and there are signs they have already been doing so, according to results from the latest edition of the biannual CMO Survey [pdf] from Duke University's Fuqua School of Business. CMOs responding to the study predicted that mobile would occupy 15.6% share of their marketing budgets in 3 years' time, up from the 6% currently allocated.
      Continue reading » | September 1, 2015

      Budgets Limited For Multicultural Marketing Initiatives

      CMOCouncilGeoscape-Budget-Allocations-Multicultural-Marketing-Sept2015Multicultural consumers represented 92% of US population growth between 2000 and 2014, per a recent report, and research suggests that Hispanic and Asian households will outspend non-Hispanic Whites over the remainder of their lifetimes. Yet many marketers lack a multicultural marketing initiative or significant spending on one, according to a new study [download page] from The CMO Council and Geoscape.
      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

          Keep scrolling for more charts and articles:

          Friday Research Wrap, 8/28/2015
          Which Industries Lead in Consumer Perception?
          Online Customer Reviews Remain Highly Influential in Consumers’ Local Business Decisions
          CMOs: Marketing Budget Growth Expected; ROI Problems Persist
          Demographics of Social Networking Platform Users
          Customer Satisfaction With Automobiles Drops to Lowest Point Since 2004
          Mobile Email Engagement Grows
          Ad Creative’s Top Challenge? Better Understanding Consumers
          Top Stated Reasons For Abandoning A Mobile Transaction
          Pay-TV Net Subscriber Losses Largest For A Q2; Still Minimal
          1 in 3 Marketers Say They Have All The Tech Tools They Need
          What Americans Find Most Important in a New Vehicle, by Generation
          Games and Music the Preferred App Categories Among Older Teens
          What Are Consumers’ Top Customer Service Irritants?
          Mobile Social Media Consumption Grows Across Age Groups
          Smartphone-Owning Millennials Say Most of Their Retail Browsing Occurs In-Store
          Search Ranking Studies: Trends and Important Factors
          Back to School Stats 2015 (Updated)
          Display Overtakes Search in Global Mobile Ad Spending
          US LGBT Media Habits, by Age and Gender
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