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B2B vendor websites are often lacking the content elements buyers perceive as most important, according to a report
[pdf] from KoMarketing, Huff Industrial Marketing and BuyerZone. As with last year's survey
, the results suggest that vendors sometimes miss the basic information that can help establish credibility and move a buyer to request a quote.
Few marketers and e-commerce professionals (predominantly based in Europe) agree that they use insight from phone calls to tailor on-site content (40%) or off-site advertising (27%), according to results from an Econsultancy study
[download page] produced in association with ResponseTap. The survey data also shows that fewer than half track the sales or lead value of the call (44%) or how callers have engaged online (43%).
: Video ad completion rates were lower on devices with smaller screens last year, reports Vindico, as smartphone (46%) and tablet (54%) viewers completed ads at roughly half the rate of those watching on gaming consoles (95%) and OTT boxes (99%). The overall video ad completion rate stood at 78%, but just 37% of video impressions were both viewable and viewed to completion. (Completion rate figures exclude skippable ad impressions from Google/YouTube.) Separately, the average click-through rate for video ads was 0.62%, with that figure highest for tablets (3.62%) and smartphones (2.36%) and lowest for OTT boxes (0.01%) and game consoles (0.11%).
: Not surprisingly, understanding buyer needs or pain points (69%) counts as the most important go-to-market strategy for a product launch, according to a Regalix survey of senior B2B marketing executives and business leaders, a significant share (39%) of whom hail from the software & internet industry. The survey finds that websites and email are the top digital channels used for product marketing, while trade shows are easily the most popular offline channel. As far as content marketing goes, respondents cited product videos as the most suitable for introductory and growth phases of the product lifecycle.
The Direct Marketing Association (DMA) - in conjunction with Demand Metric - has released its latest "Response Rate Report
" [download page], an intriguing study last issued in 2012
. The report examines several direct media types, providing performance and cost benchmarks. The results, based on a survey of almost 500 industry respondents, show the consistent strength of email for ROI as well as continued high response rates for telephone and direct mail campaigns.
: Pew Research Center
: Some 87% of teens aged 13-17 own or have access to a desktop or laptop computer, while 81% have access to a gaming console, according to a recent Pew Research Center report. Almost 9 in 10 have access to some kind of mobile phone, with 73% having smartphones. Device access in general tends to be higher among teens from higher-income households. While girls are more likely to have access to tablets than boys, the opposite is true with respect to gaming consoles. And while Black teens are most likely to have access to a smartphone, they're least likely to report access to a desktop and laptop computers and tablets.