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Most brands and agencies say that content marketing plays a significant role in their overall marketing strategy, with native advertising playing somewhat of a less significant role for the time being, according to survey results
[download page] from PulsePoint and Digiday. For publishers, native and content marketing are on a more even playing field in terms of significance. With both set to grow, the study looks at potential barriers to further adoption.
Coca-Cola is the "most-chosen" FMCG brand in the world for the third consecutive year, chosen roughly 5.7 billion times in the 52-year period between October 2013 and October 2014, according to the latest annual rankings
[pdf] from Kantar Worldpanel. In fact, 43.4% of households purchased the brand an average of 13.4 times last year; while #2 Colgate had higher penetration among households (64.6%), it was purchased less frequently (6.4 times on average).
: Retail will continue to be the largest-spending vertical on US digital advertising, according to eMarketer's latest estimates, accounting for 22% share of total spend. That would be slightly higher than the 21% share detailed by the IAB and PwC
in their 2014 online ad revenues report. The retail sector is expected to be even more influential in mobile advertising, where it is expected to account for 23.2% of total revenues this year.
: Leichtman Research Group (LRG)
: Although the pay-TV subscriber market continues to be larger than the broadband subscriber market, that gap continues to narrow
, per the latest data from LRG. The results indicate that the top broadband providers – representing roughly 94% of the market – added about 1.2 million subscribers in Q1 2015, bringing their total to 88.5 million. Cable companies had a particularly strong quarter, with a net gain of slightly more than 1 million subscribers, their largest net add since Q1 2008.
Mobile-only media such as mobile search and display are the source of a majority of phone calls to businesses, according to an Invoca analysis
of 32 million phone calls throughout 2014. But are these media referring high-quality calls?
9 in 10 marketing leaders feel that culture plays a very (60%) or somewhat (30%) influential role in enabling the brand experience, but only about one-quarter believe that their team's culture needs no change, details Spencer Stuart
in a recent survey of more than 200 marketing leaders.