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US Mobile App Use, by Time of Day

February 11, 2015

Localytics-US-App-Usage-by-Hour-in-Jan-Feb2015Source: Localytics

    Notes: US mobile application usage peaks at 8PM and drops sharply until roughly 4AM, reveals a Localytics study based on session use among more than 28,000 apps. That overall average masks significant differences when sorting by application type, though. Indeed, news, travel and weather apps experience peak usage in the morning hours (7-8AM), while business, finance and music apps show sustained use throughout the workday and evening, with no clear peaks. Somewhat unsurprisingly, it's entertainment and social networking apps that experience peak use in the evening hours, with entertainment app use staying strong through the early morning hours. Read more »

    Top 10 Marketing Charts of the Month – January 2015

    February 10, 2015

    MC-Top-10-Charts-Jan-2015-EntryThis month's quick-hit set of top charts includes the following topics: marketers' most pressing challenges; trusted sources of news; customer service pain points; analytics driving campaign changes; social networking use and sharing trends; email list growth; SMBs' most effective channels; B2B marketing budgets; and IT decision-makers' content preferences.

    B2B and B2C Digital Marketing Tactics, Compared

    February 10, 2015

    Webmarketing123-Primary-Revenue-Driver-B2B-v-B2C-Feb2015B2B marketers count lead generation as their top marketing objective, while B2C marketers are most heavily focused on driving sales this year, according to Webmarketing123's latest annual State of Digital Marketing" report [download page]. The survey's findings are split into B2B and B2C segments, allowing for a comparison of both groups. The results suggest that while B2B buying may be starting to resemble consumer practices, B2B and B2C marketers still hold different priorities and favor different tactics. Read more »

    Marketers’ Top Strategies For Impacting Email Efforts

    February 9, 2015

    AdobeDMA-Email-Marketers-Top-High-Impact-Strategies-Feb2015Email marketers are looking for better strategic integration of email within their broader programs, according to an Adobe and DMA survey [download page] of more than 260 email marketers from the DMA membership base. Asked which potential strategies could most impact their email marketing efforts, a leading 72% pointed to technology that enables a 360-view of customer/brand interactions. Many also foresee the impact of technology that enables real-time, cross-channel email insights (64%) and a CMO who values integration of email with other channels (60%). Read more »

    iOS Continues to Outperform Android in Mobile Ad Monetization

    February 6, 2015

    Opera-Mobile-Ad-Monetization-by-OS-Q42011-Q42014-Feb2015Source: Opera Mediaworks

      Notes: Android is now squarely in the lead when it comes to mobile ad impressions on the Opera Mediaworks network, ending the year with 62.7% share in Q4, a significant hike from 37.7% during the year-earlier period. But iOS continues to punch above its weight class in monetization, garnering 51.7% share of revenues while representing just 27.2% share of traffic. The iPad in particular still shows "remarkable monetization capabilities," itself accounting for 12.5% of total mobile ad revenues despite representing 5% of traffic. Even so, Android's revenue share has been growing, capturing share from iOS and other platforms. Read more »

      How Smartphone-Owning Millennials Expect Brands to Use Technology

      February 5, 2015

      Annalect-Smartphone-Owning-Millennials-Brands-Tech-Use-Expectations-Feb2015Smartphone-owning Millennials (19-33) are more likely to expect brands to have a mobile-friendly website or app (55%) than they are to expect brands to have a social media presence (39%), according to recent survey results from Annalect. The study, which examined respondents'¬†attitudes to technology and its use by brands, also finds that many expect brands to offer mobile payments. Read more »

      Marketers’ “Most Exciting Opportunity In 2015″ Is…

      February 3, 2015

      AdobeEconsultancy-Marketers-Single-Biggest-Opportunity-of-the-Year-2015-v-2014-Feb2015Forget content marketing, mobile, and personalization. Customer experience outranks them all as marketers' most exciting opportunity this year, reveals a recent report [download page] from Econsultancy and Adobe. Based on a survey of more than 6,000 marketing, digital and e-commerce professionals from around the world, the study shows that customer experience is a growing priority and one that's unlikely to go away any time soon. Read more »

      B2B Marketers Seek to Better Understand the Customer Buying Journey

      February 2, 2015

      Regalix-Important-Factors-B2B-Future-Digital-Initiatives-Feb2015Some 87% of B2B CXOs and senior marketing professionals say that understanding the customer buying journey will be important for their digital marketing initiatives over the next 3 years, finds a recent report [download page] from Regalix. Many survey respondents also see the importance of mapping content to key stages of the journey (76%) and attributing and measuring the performance of multiple channels used by customers (57%) during their buying journey. Read more »

      State of Data Quality Continues to Worsen

      January 30, 2015

      Experian-State-of-Data-Quality-Jan2015Source: Experian Data Quality [download page]

        Notes: Despite all of the benefits attributed to data-driven marketing, data quality issues continue to persist, according to a new report from Experian Data Quality. In new survey results, Experian finds that US companies believe that 32% of their data, on average, is inaccurate, up from 25% a year ago. That's even higher than the global average, which has steadily risen over the past couple of years: in this year's study, respondents estimated that an average 26% of their data is inaccurate, up from 22% in 2014 and 17% a year earlier. Human error continues to be the main culprit, cited by 61% of respondents, followed by a lack of internal communication between departments (31%) and an inadequate data strategy (28%). Read more »

        Are Marketers Leveraging Data-Driven Insights For Their Top Priorities?

        January 30, 2015

        Teradata-Marketers-Ability-to-Leverage-Data-Insights-for-Priorities-Jan2015Source: Teradata [download page]

          Notes: Almost half of marketers report significant pressure to be more data-driven in their efforts, according to a recent report from Teradata, with this aligning with other research similarly showing that marketers are under pressure to become more analytic. The Teradata survey, fielded late last year among more than 1,500 marketers worldwide, also found that 87% consider data the most underutilized asset in marketing organizations, almost double the share (46%) feeling that way a year earlier. With a majority of respondents ascribed benefits to data-driven marketing such as more accurate (67%) and faster (59%) decisions, the study notes that marketers are currently most able to fully leverage insights from data for customer acquisition and retention (53%) and to prove marketing effectiveness by measuring outcomes and ROI (45%). Read more »