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What Tech Marketers Want From Their Media Partners – And Why

November 20, 2014

IDG-Tech-Marketers-Media-Partner-Attributes-Nov2014More than 9 in 10 senior technology marketers believe that it's critical or very important that their media partners deliver on promises (92%) and demonstrate reach into key targets (91%), according to a new study from IDG Research Services. Beyond those top values, tech marketers are also looking for competitive pricing and demonstrated ROI (86%) as well as high quality premium audiences (84%). These attributes reflect the priorities of tech marketers today, as detailed in the study. Read more »

Growth in Time Spent With Apps Not Being Driven by Top Apps

November 20, 2014

Flurry-Growth-in-Time-Spent-With-Mobiles-Nov2014Source: Flurry

    Notes: Americans spent almost 3 hours per day with mobile apps and the mobile web during Q3 2014, reports Flurry, up by 15 minutes a day from Q1. Increasing time spent with mobile apps (155 minutes in Q3, up from 139 in Q1) accounted for all of the growth in time spent with mobile, as mobile web consumption was flat. Interestingly, the data indicates that time spent with the top 25 apps (ranked by time spent according to comScore) was flat, and it was the "torso & tail" apps (those below the top 25) that were responsible for the increase in app time. In fact, during Q3, mobile users spent more daily time with "torso & tail" apps (85 minutes) than with the top 25 (70 minutes). Read more »

    Amazon Search: How Important Is The Top Result?

    November 19, 2014

    Compete-Amazon-Search-Click-Likelihood-by-Position-Nov2014Various pieces of research have illustrated the extent to which search rankings affect click-through rates, with a recent study from Marin Software demonstrating that the top result garners at least 30% of clicks across devices. But what about product searches on Amazon? A new analysis from Compete takes a look, noting that Amazon represented an impressive 22% of consumers' desktop visits to any online retailer in September. Read more »

    The Demographics of US High-Speed Internet Users

    November 19, 2014

    CensusBureau-Demographics-High-Speed-Internet-Users-in-2013-Nov2014Source: US Census Bureau [pdf]

      Notes: Last year, 83.8% of US households reported computer ownership, with 78.5% having a desktop or laptop computer and 63.6% having a handheld computer such as a smartphone. Overall, 74.4% reported using the internet (most commonly via a cable modem - 42.8%) and 73.4% a high-speed connection. Looking at individual characteristics, high-speed connections were most prevalent among Americans aged 35-44 (82.7%), Asians (89.3%), and those in the Northeast (81.7%).
        Related: [Debrief] US Media Audience Demographics
          Read more »

          American Adults’ Use of Communication Devices, by Age Group

          November 19, 2014

          Gallup-Adults-Use-Communication-Devices-Nov2014Source: Gallup

            Notes: Asked how frequently they used each of 7 modes of communication "yesterday," (with the surveys conducted on a Tuesday and Wednesday), adult respondents under the age of 50 reported that texting was the form of communication they most frequently used, followed by emails for those aged 30-49 and phone calls using a cellphone for those aged 18-29. Some 38% of 18-29-year-olds said they had posted or read messages on a social media site "a lot," while 14% had frequently used Twitter the previous day. Both figures were far higher for the 18-29 bracket than for older age groups. Read more »

            A Cohesive Customer Journey Is Critical. Which Technologies Help?

            November 18, 2014

            LinkedInSalesforce-B2B-Marketing-Tech-Customer-Journey-Nov201486% of senior marketers agree that it's either absolutely critical or very important to create a cohesive customer journey across all touchpoints and channels, according to [download page] a survey of 985 senior-level marketers on LinkedIn conducted by Salesforce Marketing Cloud and LinkedIn. As part of the survey, B2C and B2B marketers were asked which technologies are important - and effective - for creating such a journey. Read more »

            Marketers’ Most Effective Sources of Data

            November 18, 2014

            Ascend2-Most-Effective-Data-Sources-Nov2014Source: Ascend2 and Research Partners [download page]

              Notes: The most important objective for data-driven marketing in the year ahead is to increase revenue attribute to marketing (44%), according to a survey of 272 marketing, sales and business professionals from around the world, the vast majority (72%) of whom are B2B-focused. Analytics (60%) emerges as the most effective source of marketing data used by respondents, ahead of website (45%) and email (44%) data. Separately, lack of data quality and completeness easily ranks as the most challenging obstacle to data-driven marketing success, supporting results from other research on this topic. Read more »

              Most Appealing Mobile Ad Features to Mothers

              November 18, 2014

              BabyCenter-Most-Appealing-Mobile-Ad-Features-Mothers-Nov2014Source: BabyCenter [pdf]

                Notes: Coupons are by far the most appealing feature in a mobile ad, cited by 72% of expectant women and mothers with children up to 8 years old. While fewer (30%) cite nearby deals as an appealing feature, that represents an increase from last year's survey, and is the second-most attractive feature of those cited. The only feature that declined in appeal from last year's survey was ads for a useful app (11% vs. 15%). Read more »

                How B2B Vendors Are Working to Meet Buyers’ Omni-Channel Desires

                November 17, 2014

                ForresterAccenturehybris-B2B-Online-Commerce-Features-Nov2014B2B buyers are resembling consumers in their online commerce preferences and expect vendors to have cross-channel visibility and omni-channel fulfillment options, according to a survey of 930 B2B buyers at organizations in Canada, the US, UK, France, and Germany. The study [pdf], conducted by Forrester Consulting on behalf of Accenture and hybris, finds that customers' expectations are the leading driver of vendors' investments in omni-channel initiatives. Read more »

                Digital TV: Authenticated Viewing Continues to Grow

                November 17, 2014

                FreeWheel-Authenticated-Video-Viewing-Growth-Nov2014Source: FreeWheel [download page]

                  Notes: Authenticated viewing continues to soar, as 46% of all ad views on long-form and live content for programmers and multichannel video programming distributors (MVPDs) came from behind authentication walls in Q3, per FreeWheel's report, up from just 14% during the year-earlier period. OTT devices were over-represented in authenticated ad views, accounting for 22% share, compared to 6% share for digital viewing overall. Read more »