B2B Marketers Weigh In On Their Data-Driven Performance

Although B2B marketers are generally on the road to better data-driven marketing, they're dissatisfied with their ability to leverage data they glean from a number of key digital tactics.
Continue reading » | August 27, 2014

Agencies Rank Their Most Effective New Business Tools

Traditional new business generation tactics still remain most effective, while organic search is rated as effective as emails.
Continue reading » | August 27, 2014

Digital Marketing Evolution: How Enterprise Leaders Differ From Followers

EpsilonEconsultancy-Digital-Evolution-Leaders-Followers-Aug2014Almost all - 96% of - executives from Global 1,000 companies say that their markets and business models are being pressured by the shift to digital, but some are more prepared than others, according to a new report [download page] from Econsultancy and Epsilon. The study outlines a variety of differences between those companies that identify their response as "changing our sector" (Leaders: 19% of respondents) and those that are "under pressure / vulnerable" (Followers: 36% of respondents).
Continue reading » | August 26, 2014

B2B Marketers on Popular Lead Gen Channels and Successful Tactics

ChiefMarketer-Most-Effective-B2B-Lead-Gen-Tactics-Aug2014Content marketing, online registrations and webinars are some of the fastest-growing lead generation channels among B2B marketers this year, details Chief Marketer in its annual B2B Lead Generation Survey [download page]. Email remains the most popular lead generation channel, though, with 87% of survey respondents planning its use this year. It's also among the most highly rated when it comes to sources of qualified leads.
Continue reading » | August 26, 2014

CSR Reputation Affects Purchase Decisions, Millennials Say

Harris-CSR-Effect-Purchase-Decisions-Aug2014Source: Harris Interactive Notes: Millennials are more likely than other generations to take a company's reputation for social responsibility into account when making purchase decisions, finds a new survey by Harris Interactive. A majority 55% indicated that this consideration sometimes affects (34%) or has a strong effect (17%) on their decisions, compared to roughly half of respondents belonging to older generations. Overall, though, the stated influence of corporate social responsibility (CSR) on purchase decisions hasn't changed over the past 5 years, per the report.
Continue reading » | August 26, 2014

6 in 10 Netflix Subscribers Have Watched Its Original Programming

Centris-SVOD-Subscribers-Original-Programming-Aug2014Source: Centris Marketing Science Notes: Netflix's acclaimed forays into original programming are reaching subscribers, with 6 in 10 Netflix subscribers claiming to have ever watched original programming from the subscription video-on-demand (SVOD) service. While this figure is higher among Millennial subscribers (18-34; 68%), a majority of subscribers aged 55 and older have also watched original programming. Meanwhile, fewer Hulu Plus (46%) and Amazon Prime (27%) subscribers have watched original programming on those services.
Continue reading » | August 26, 2014

Smartphone Users’ App Time Highly Concentrated

comScore-Smartphone-App-Consumption-by-Usage-Rank-Aug2014Mobile applications crossed a threshold in May, accounting for the majority of digital media time spent in the US, per recent comScore data. A new report [download page] from comScore indicates that mobile's share of digital consumption continues to grow, with apps hogging more mobile time on smartphones (88% share) than tablets (82%). Interestingly, though, the study reveals that smartphone app users spend most of their app time with a limited number of apps.
Continue reading » | August 25, 2014

Fortune 500′s Social Media Use Continues to Expand

UMassDartmouth-Fortune500-Social-Use-2012-2014-Aug2014Social media use is almost ubiquitous among the Fortune 500 and newer platforms are seeing fast-rising adoption rates, according to the latest study from the Center of Marketing Research at the University of Massachusetts Dartmouth. LinkedIn, measured for the first time this year, is easily the most-used platform, by 97% of the Fortune 500, while Twitter continues to outrank Facebook, although by a slimmer margin this year.
Continue reading » | August 25, 2014

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