April 24, 2013
More than 80% of advertisers find audience targeting to be very (29%) or somewhat (55%) effective, and the vast majority of agencies agree, per results from an eXelate survey. Both groups point to 3rd party online data as their preferred data source for audience targeting, also ranking this source as their most effective for both direct response and branding campaigns, ahead of 1st-party CRM data. Read more »
March 25, 2013
TV ad spending growth rates in the US continue to outpace the aggregate of all media, according to MarketingCharts analysis of figures both provided and publicly released by Kantar Media. This article examines: how TV ad spending has continued to grow in the US despite a nearly saturated audience; why TV remains the prime medium for ad spending; the segments that are growing most rapidly; and projected TV ad spending growth rates up to 2016. Read more »
March 8, 2013
Close to 95% of national advertiser campaigns now use some form of location targeting in mobile, says xAd in its 2012 year-in-review report. The study notes that locally-targeted campaigns performed significantly better than industry standard metrics. Among the available audience targeting tactics, search behavioral targeting providing the biggest lift, at 60%. Close behind, place-based targeting showed a 55% lift over the benchmark. Read more »
March 5, 2013
Today's "modern marketer" has moved from outbound, advertising and intuition-based marketing to a new inbound model that emphasizes digital channels, multiple touchpoints, and data analytics, according to [download page] a study from BtoB magazine, sponsored by Eloqua. Respondents to the survey overwhelmingly pointed to the ability to track marketing ROI due to technology (60%) and the use of social media in marketing (58%) as the forces that have contributed most to this change. Read more »
March 1, 2013
Online shoppers' awareness of retailers' personalization tactics is growing, according to a study by MyBuys and the e-tailing group. What's more, many prove receptive to personalization, finding it both valuable and a keen influence on their shopping habits. Among the several findings from the report, 53% of shopping surveyed believe that retailers who personalize their shopping experience provide a valuable service, while 4 in 10 say they buy more from retailers who send them personalized emails. Read more »
February 22, 2013
Latinos are increasingly aspiring to be equally Latino and equally American, according to [pdf] a study by EthniFacts and LatinWorks, called the "PLUS+ IDENTITY." While 9 in 10 online survey respondents said they are proud to be Latino and that being Latino feels very natural and comfortable to them, two-thirds also said their desired identity is in what the researchers call the "ambicultural" middle, in which they fully embrace both the Latino and American sides of their identities. Read more »
February 21, 2013
A new "Social Media Benchmark Study" released by J.D. Power and Associates looks at how well different industries are using social media sites for marketing and servicing needs, finding that not all are adept at doing both. Among the more interesting results, though, the study finds that of the 23,200 US consumers surveyed who have interacted with a company via a social media channel, 67% had done so for servicing, versus 33% for marketing. Read more »
February 8, 2013
73% of online shoppers agree that their path to purchase is more complex and less direct than it used to be, according to [pdf] an About.com study. As the traditional purchase funnel has been upended and turned into more of a "loop," per the study, shoppers indicate that shopping has taken on a more personal nature. That is, 79% agree that their relationship with brands is much more personal than ever before, and 68% agree that shopping today is less about the brands/products themselves and more about them (what they're feeling or needing). Read more »
February 8, 2013
A new study from Brand Keys measures customers' emotional engagement with 375 brands across 54 categories, finding that Amazon is among the closest to an ideal score of any brand in its respective category. Using a proprietary survey-based research method to see how well brands meet or exceed expectations consumers hold, the study assigns an emotional engagement strength score of 96% to Amazon versus the online retail category ideal of 100%. Read more »
February 1, 2013
Consumers appear to be quite receptive to social logins - the ability to use an existing ID from a social network to login or register on a site - and welcome targeted products and promotions based on their social login profiles, per results from a Janrain study conducted by Blue Research. Awareness and use of social login was high among the online survey respondents, at 87% and 52%, respectively, with 65% agreeing that they're more likely to return to a website that automatically welcomes them through social login. Read more »
