Category news stream

Brand-Related

User-Generated Content Boosts Purchase Confidence, Online Shoppers Say

June 23, 2017

User-generated content (UGC) has a strong influence on purchase decisions, according to a survey [download page] commissioned by TurnTo Networks and conducted by Ipsos. A slight majority of online shoppers surveyed noted that UGC is a very or extremely influential part of their purchase decisions, with the vast majority at least somewhat agreeing that it increases their purchase confidence. Read more »

Small FMCG Manufacturers Enjoying Growth, Gaining Market Share

June 20, 2017

The majority (53%) of growth in FMCG sales is coming from the smallest manufacturers, which have risen to 19% share of dollar sales, up 2 points over the past 5 years, according to a recent Nielsen report. In fact, the smallest manufacturers seem to be cannibalizing sales from the largest food and beverage manufacturers, whose market share has dropped to 31% and who are contributing just 2% of sector growth. Read more »

These Companies Top Consumers’ Corporate Social Responsibility Rankings

June 16, 2017

Wegmans is the best perceived company in the US for social responsibility, reveals The Harris Poll after asking more than 23,000 consumers to rate the 100 most visible companies on attributes including support for good causes, environmental responsibility and company responsibility. Millennials have other ideas, though. Read more »

The Most Bothersome Aspect of Brand Marketing Is…

June 13, 2017

Consumers don't necessarily dislike advertising - in fact, in some instances they like it. But what really irks them most about brand marketing is false or misleading advertising, according to a new CMO Council study [download page] produced in partnership with Dow Jones. In fact, this is the single biggest bother with brand marketing, per the consumers surveyed, far ahead of irritating TV commercials and brands not keeping their promises. Read more »

The 10 Brands That Have the Best Perception Among LGBT Consumers

June 8, 2017

Amazon continues to sweep up the accolades: the brand is now the best-perceived among LGBT consumers, according to recent data from YouGov BrandIndex, unseating former champion Tesla, which fell to 35th place this year. PBS (25.5) comes in second, followed closely by Netflix (25.2) and YouTube (23.0), with Dawn (19.8) closing out the top 5. Read more »

B2B Decision-Makers: Thought Leadership Can Make or Break the Sale

June 7, 2017

Thought leadership can have an impact throughout the purchase funnel, but poor quality content may ultimately drive decision-makers away, according to an Edelman and LinkedIn survey of more than 1,300 US business decision-makers who are LinkedIn members. Read more »

Top 10 Marketing Charts of the Month – May 2017

June 7, 2017

This month's quick-hit set of top charts includes the following topics: population shares, by age bracket; media consumption trends; media advertising heavyweights; most tolerated ad types; brand behavior on social media; email innovation efforts & KPIs; B2B digital priorities; inbound marketing challenges; and programmatic's "tech tax." Read more »

Agencies’ Post-Election Takeaway: Focus More on Customer Demographics and Values

June 2, 2017

In the wake of the 2016 election, agency professionals stress that it's important to understand the demographics and values of a brand's customers, according to a recent 4A's survey, which examined consumers' and ad agency professionals' thoughts regarding brands that publicize their political or social beliefs. One-third of 4A's members surveyed advised more diverse perspectives in creative or planning. Read more »

Loyalty Programs Continue to Affect Shopping Behavior, Members Say

May 31, 2017

Member satisfaction with loyalty programs is gradually rising but could still use improvement, according to the latest annual "Loyalty Report" [download page] from Bond Brand Loyalty. Some 46% of respondents to the survey report being "very satisfied" with their loyalty programs, up a couple of points from last year's study, with financial programs earning the highest level of satisfaction from US members. Read more »

Marketing Performance Measurement (MPM) Efforts Prioritize Specific Channels & Content Impact

May 30, 2017

Only about 1 in 4 digital marketers at Fortune 500 companies believe that they're doing a very good or excellent job of managing their marketing performance data to produce a holistic view of their activities. That's according to a report [download page] from Origami Logic and Brand Innovators, which keyed in on the activities that respondents are prioritizing in their marketing performance measurement (MPM) efforts. Read more »