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, The Search Agency
[download page], RKG
[download page], Kenshoo
: Reports from IgnitionOne and The Search Agency are in agreement that search ad click-through rates in the US saw significant year-over-year increases, while impressions were down by upwards of 20%. RKG's clients upped spending to a considerably greater degree, though, and saw higher costs-per-click (otherwise reported as being down among IgnitionOne and The Search Agency clients). On a global basis, Kenshoo reports that spending and click-through rates were, while impressions declined by 10%.
With the release of their latest annual report
[pdf] on B2C content marketing, the Content Marketing Institute and MarketingProfs offer the ability to measure the similarities and differences between both groups in their approaches to content marketing. Interestingly, while the two differ in some tactics and priorities, they do converge in some areas.
Two-thirds of marketers (mostly senior level) describe the importance of new technologies to their group's overall effectiveness and performance as "essential" (29%) or "very important" (38%), according to a new report
[download page] from the CMO Council and Tealium. In fact, only 5% say that their investments aren't producing tangible business value, with many working on it (39%) or already seeing value (46%). But in what ways are they impacting marketing ROI?
: Brand Keys
: Amazon, Apple, YouTube and What's App are among this year's brand loyalty leaders, finds Brand Keys in its latest annual survey that ranks customer engagement and loyalty for 721 brands across 65 categories. Those brands were among the ones most likely to meet consumer expectations for their respective categories, with Amazon edging Apple in the tablets category, and Apple topping Samsung in the smartphone category. Of the top 20, just one (Dunkin' Donuts) is not a tech-oriented company.
: Marin Software
: Smartphones have the highest click-through rates across search, social and display ads, finds Marin Software in a review of the Q3 performance of enterprise-class marketers who spend in excess of $1 million annually on paid search, social and display channels. When it comes to conversion rates, though, desktops reign supreme across each of the channels. Separately, the study notes that tablets account for a larger share of conversions than spend across search and display channels. Notably, while mobile devices captured more than 60% of social ad spend, they accounted for only about 35% of social ad conversions.
Almost 9 in 10 consumers want more meaningful relationships with brands, yet fewer than 1 in 5 believe brands are delivering on that wish, details Edelman
in its second annual "brandshare" report. The study, based on surveys of 15,000 consumers in 12 countries who have had some level of engagement with brands, also finds that consumers believe they get the short end of the stick when it comes to the value exchange with brands.