Category news stream

Brand-Related > Brand Metrics

These 10 Brands Have the Highest Consumer Advocacy Ratings in the US

December 19, 2016

YouGov BrandIndex has debuted a new brand advocacy ranking, based on consumer likelihood to recommend more than 1,500 major brands. The results show that medical brands dot the list of the top 10 brands, placing 4 within that list. While hospital organizations did well as a sector, cable and satellite TV and consumer banks lagged with the lowest advocacy levels. Read more »

CMOs Say They Want to Spend Their Time on Strategy

December 12, 2016

cmocouncildeloitte-where-cmos-want-to-spend-time-dec2016Marketing has high expectations as a growth driver among senior management and the board, according to a report [download page] from the CMO Council and Deloitte, which argues that the CMO is no longer tasked primarily with brand ambassadorship but rather with revenue generation and growth strategy. Read more »

Enterprise Social Business Goals and Initiatives Focus on the Customer

November 23, 2016

altimeter-most-important-social-business-objectives-nov2016Social strategists at large companies for the first time say that improving the customer experience is their top social business objective, according to the latest annual State of Social Business report [download page] from Altimeter, a Prophet Company. Of the 523 respondents surveyed from organizations with more than 500 employees, 82% indicated that improvement in their relationship with customers and customers' experience with the brand was an important objective. Read more »

Which Brands Are “Most Relevant” to Consumers?

November 8, 2016

prophet-most-relevant-consumer-brands-in-usApple is the "most relevant" brand to consumers in the US, according to a report from Prophet [pdf]. Based on a survey of almost 15,000 adults who rated 300 brands across 27 industries, the study says that the most relevant brands generally share 4 characteristics: customer obsession; ruthless pragmatism; distinctive inspiration; and pervasive innovation. Read more »

How Are B2C Content Marketers Reaching and Understanding Their Audiences?

October 31, 2016

cmimarketingprofs-how-b2c-marketers-learn-about-audiences-oct2016Roughly 7 in 10 B2C content marketers agree that they frequently consider how their content impacts the overall experience a person has with their organization (71%) and that they focus on creating content for their audience versus their brand (69%). With that in mind, it's interesting to see the techniques these marketers are using to learn about and reach their audiences, according to the latest report [pdf] from the Content Marketing Institute and MarketingProfs. Read more »

Email Marketers Finding List Growth Challenging

October 31, 2016

clutch-top-email-marketing-challenges-oct2016Research released earlier this year suggested that improving email list quality is a bigger goal that increasing list size. But a new study from Clutch suggests that while email remains hugely popular with consumers, email marketers are having a tough time growing their audiences. Read more »

Chief Communications Officers See Digital Comms, Reputation Mgt as Growing Functions

October 28, 2016

spencerstuartwebershandwick-areas-increasing-focus-for-ccos-oct2016More than 7 in 10 global chief communications officers (CCOs) expect to increase their focus on digital communications in the coming 12-18 months, and 91% expect to work more closely with digital/social media departments over the next few years, according to a report [pdf] from Spencer Stuart and Weber Shandwick. Read more »

Data-Backed Insights to Increase Video Ad Effectiveness

October 17, 2016

yume-video-ad-persuasion-metrics-by-time-of-day-oct2016Digital video viewing may peak in the evening, but consumer receptiveness and response to ads are at their highest point in the morning hours, according to a recently-released study from YuMe. Based on consumer surveys and digital diaries measuring consumption habits, ad receptivity and branding effectiveness, the YuMe study offers up some insights designed to optimize video ad effectiveness. Read more »

Sales Isn’t Taking Advantage of Content. Here’s How Marketing Can Improve Its Efforts.

October 17, 2016

seismic-b2b-marketers-pressing-content-challenges-oct2016[SPONSORED CONTENT] The old saying goes: "Half of my advertising is wasted – I just don't know which half." This maxim might as well also apply to the B2B content marketing sphere, according to a new study from Seismic that's based on a survey of 100 senior B2B marketers in the US, primarily from enterprise companies. Read more »

Live Music Sponsorship Gets Spending Hike, Credited With Brand Favorability Lift

September 30, 2016

ieg-music-sponsorship-spending-2012-2016-sept2016Live music sponsorship "consistently produces high favorability among fans," declares Nielsen in its latest Music 360 report [download page]. Indeed, a majority of music festival goers say they view a brand more favorably if it sponsors an existing festival, per the study, and almost two-thirds say that product giveaways at live events make them view the sponsoring brand more favorably. Read more »