Only 53% of Inbound Marketers Measure ROI

HubSpot-Inbound-Challenges-Priorities-Sept2014
While measuring and demonstrating ROI remains a challenge, inbound marketers are more concerned with lead generation and conversion than with proving their inbound success.
Continue reading » | September 16, 2014

Advertising and PR Industry Continues to Suffer From Low Public Perception

Gallup-Americans-Views-of-Business-and-Industry-Sept2014
Americans view the advertising and public relations industry about as positively as they do the pharmaceutical industry.
Continue reading » | September 16, 2014

Are Young People Watching Less TV? (Updated – Q2 2014 Data)

Nielsen-Traditional-TV-Weekly-Viewing-Trends-Among-18-24-Q12011-Q22014-Sept2014The latest TV viewing figures are in, and with more than 3 years' worth of data to examine, it's possible to see some real trends emerging in Americans' TV viewing habits. The short of it? Yes, youth as a whole are watching less TV - and they watch a lot less than older Americans. And, as the data in this latest cross-platform report [download page] from Nielsen attests, the drop-off in viewing by the 18-24 demo is intensifying again.
Continue reading » | September 15, 2014

Consumers: Brands’ Online Product Recommendations Spur Purchases

StrongView-Product-Recommendations-as-Purchase-Drivers-Sept2014Brand enthusiasts find product recommendations based on prior purchase history to be both helpful and influential, details a new report from StrongView and Edison Research. The study analyzes the impact of digital communication from brands on consumers, noting that email is by far the leading online communication channel in terms of influencing purchases, and that relevant communications that meet expectations for a brand can help prompt those decisions.
Continue reading » | September 15, 2014

Which Media Budgets Are Being Cannibalized to Fund Video Ad Spending?

Adap.tv-Budget-Shifts-to-Fund-Video-Ad-Increases-Sept2014Source: Adap.tv [download page]
    Notes: Video ad buyers are most likely to be drawing from display budgets to fund spending increases in the next 12 months, with broadcast and cable TV also under the gun. Interestingly, unlike agencies, trading desks and ad networks, brands are more likely to be cannibalizing cable than broadcast TV budgets, as there has been a significant increase from last year's results in the proportion of brands that will be drawing video ad budgets from cable TV. Also of note, brands are more likely to be pulling funds this year from display and search, but less likely to be diverting funds from print.
    Continue reading » | September 15, 2014

    Top Social Channels Used by SMBs For Advertising and Promotion

    BIAKelsey-Top-Social-Channels-SMBs-Advertising-Promotion-Sept2014Source: BIA/Kelsey
      Notes: Not surprisingly, Facebook tops the list of social channels among SMBs, with 55% having a business page, per BIA/Kelsey's latest report. While LinkedIn is next in adoption, the analysts believe that SMBs' promotional use of the platform is more for recruiting and HR purposes than for business advertising and promotion. Of note, SMBs are as likely to be using Facebook ads or promoted posts as they are to be using Twitter (each at 20%). Also of interest, Instagram (10.6%) and Pinterest (10.3%) show solid levels of adoption in their first year of being tracked in the study.
      Continue reading » | September 15, 2014

      Are Billion-Dollar Strategic Decisions Being Made on the Basis of Data or Intuition?

      PwCEIU-Data-Intuition-Big-Decision-Making-Sept2014Spending on data analytics is rising, and CMOs report that one of their most effective applications of predictive analytics has been to leverage consumer data to support intuitive hypotheses. With all the buzz about big data, recent studies have shown somewhat conflicting results regarding the extent to which data or intuition is used in decision-making. Now, a new study [pdf] from PricewaterhouseCoopers (PwC) indicates that few senior executives rely most on data when making big decisions.
      Continue reading » | September 12, 2014

      4 in 10 Senior Execs at Large Organizations Don’t Measure Customer Lifetime Value

      ForbesInsightsSitecore-Use-of-CLV-Sept2014A recent survey of global marketers found a greater focus on customer acquisition than retention, and a new Forbes Insights and Sitecore survey [download page] of North American senior executives indeed finds that attracting new customers is considered a greater priority for marketing organizations today than turning current customers into customers for life. And while more than three-quarters say that average customer lifetime value (CLV) is a highly or extremely valuable indicator, only 58% regularly calculate it.
      Continue reading » | September 12, 2014

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