How Are Large Enterprises Allocating Their Digital Dollars?

The average large enterprise is spending more than $100 million on digital initiatives. While the marketing function gets the largest share of that spend, budget allocations across core technologies differ by region.
Continue reading » | August 20, 2014

Female Empty Nesters Say They’re Heavily Influenced by W-O-M, Reviews

A sizable proportion of women over the age of 45 without kids in the household say they're more likely to purchase products that have been personally recommended or have strong online reviews.
Continue reading » | August 20, 2014

Most Popular Digital Marketing and Online Advertising Metrics

CMOCouncil-Marketers-Common-Digital-Metrics-Aug2014Source: CMO Council [download page]
    Notes: Familiar metrics top the list of those used to track the effectiveness of digital marketing or online advertising campaigns, with clicks, response and conversion rates (51%) the most commonly-cited top-5 measure, per the CMO Council's survey of 525 marketers around the globe. Page views, time on site/page and registrations/sign-ups (50%) and website performance (47%) are close behind, showing the centrality of websites as a digital marketing tool. Further down the list, one-third cite social media metrics as a top-5 metric, while fewer point to revenue measures such as incremental revenue per customer (14%), value of deals and length of selling cycle (7%).
    Continue reading » | August 20, 2014

    Which Industry Has the Most Active Email Subscribers?

    Yesmail-Email-Subscriber-Activity-by-Industry-in-Q2-Aug2014Source: Yesmail Interactive
      Notes: Yesmail's analysis of email database subscriber behavior during Q2 shows that just 1.3% of B2B email subscribers could be considered active (having opened or clicked within the past 90 days), the lowest proportion of the industries studied (as with last year). The B2B industry's low activity rate appears to be the result of targeting smaller niches rather than low open rates, as the industry's unique open rate of 18.8% was among the top-half for the 12 industries tracked by Yesmail. Meanwhile, the healthcare (17.8%) and publishing (15.1%) industries enjoyed the highest subscriber activity rates, per the study.
      Continue reading » | August 20, 2014

      How is the Marketing Media Mix Changing?

      CMOCouncil-Marketers-Changing-Media-Mix-Aug2014Digital channels are beginning to rank among the top-budgeted areas of marketers' program spend, finds the CMO Council in its latest State of Marketing report [download page]. Indeed, websites, microsites and communities now rival trade shows and conferences in share of planned program spend, outweighing TV advertising as well as lead generation and thought leadership (including content syndication). As expected, the biggest changes in the works are reserved for digital channels.
      Continue reading » | August 19, 2014

      Email Click-to-Open Rates Still Lag on Mobile

      Yesmail-Email-CTO-by-Industry-and-Device-in-Q2-Aug2014Mobile devices accounted for 64.5% of all email opens during the second quarter of this year, says Yesmail Interactive in its latest quarterly report [download page] covering Q2 email activity. The study - which uses a new adjusted figure for Android opens to account for those devices' frequent default "images off" setting - indicates that while mobile devices lead in email opens, they trail in several other important measures.
      Continue reading » | August 19, 2014

      Top Cable Companies Now Have More Broadband Than Pay-TV Subscribers

      LRG-Broadband-Pay-TV-Subs-in-Q2-Aug2014Source: Leichtman Research Group (LRG)
        Notes: After threatening to top the number of pay-TV subscribers last year, the number of cable companies' broadband subscribers finally reached that milestone during Q2, per LRG data. Overall, though, the number of US broadband subscribers (85.9 million) boasted by the top providers trails the number of pay-TV subscribers (95.5 million) enjoyed by the top providers, as cable providers have a larger share of the broadband than pay-TV market (which has gradually been shifting to telephone providers).
        Continue reading » | August 19, 2014

        Majority of US Adults Commonly Research Health Info Online

        PhRMA-Americans-Typical-Health-Info-Sources-Aug2014Source: PhRMA
          Notes: Asked to indicate which sources, other than their doctor, they commonly rely on for information when they have questions about their health or physical symptoms, almost 6 in 10 survey respondents pointed to medical or health-related websites, with that figure highest among 18-34-year-olds (65%). A separate study by Harris Interactive, though, finds that just 1 in 10 adults have a great deal of trust in the health care advice they fine in online resources such as
          Continue reading » | August 19, 2014

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