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A recently-released study
from SiriusDecisions made some waves in the B2B marketing world, as it challenged the notion (spurred in part by SiriusDecisions' own research) that digital has disintermediated sales, with much of the buying process complete before contact with a vendor is made.
B2C marketers are most likely to be found using Facebook (96%) and Twitter (77%), while for B2B marketers LinkedIn is on par with Facebook (88% each) as the most commonly used social platform, according to Social Media Examiner's latest annual "Social Media Marketing Industry Report
" [pdf]. But which platform is most important?
: Branding will be the primary objective of 42% of US digital ad spending this year, forecasts eMarketer, a slight increase from 40.9% last year
but well below the 48.5% share previously forecast for 2017
. Nevertheless, objectives vary widely by industry, with CPG and consumer product digital ad spend heavily weighted towards branding (65% share) and travel to direct response (72% share).
: Urban Land Institute
: Some 37% of Millennials (aged 19-36 at the time of the survey) identify as "city people," while 36% consider themselves "suburbanites," according to an Urban Land Institute survey. In fact, white respondents were more likely to consider themselves "suburbanites" (37%) than "city people" (33%), although the opposite was true for Hispanics and Black Americans. Interestingly, only 13% of respondents live in a downtown area or near downtown, although another 35% live in "other" city neighborhoods. As such, Millennials appear less likely to identify as "city people" (37%) than they are to actually live in a city (48%).
Some 91% of US adult smartphone owners have heard of a mobile payment service such as PayPal (85%), Google Wallet (51%) and Apple Pay (45%), and of those almost 6 in 10 currently use at least one, according to recent survey results
from YouGov. While estimates of mobile payment services adoption vary quite markedly from one survey to the next
, the YouGov research offers some insights as to how these services are being used.
Out-of-home (OOH) media outpace other traditional media in reaching smartphone users in the hour before they engage in specific mobile activities such as mobile shopping, mobile search, and mobile social networking, says the Outdoor Advertising Association of America (OAAA) in a recently-released study
conducted by RealityMine.