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Customer-Centric > Customer Engagement

What’s the Biggest Challenge in Proving Marketing ROI?

April 19, 2017

While most marketers feel that it's getting easier to prove marketing's impact, only slightly more than one-quarter of marketers feel very effective in their ability to demonstrate marketing's value internally, new research from TrackMaven has found. The main challenge appears to be attributing social and content to revenue, per the report. Read more »

Here’s How Marketers Are Measuring the Success of Their Brand Marketing Efforts

March 30, 2017

Marketers are using a variety of metrics and KPIs to measure the impact of their brand marketing activities, per results from an OnBrand Magazine study [download page]. In surveying more than 560 global brand managers and CMOs, the report finds that new customer acquisition (75%) and social media engagement (72%) are the primary means used to determine the success of brand marketing activities. Read more »

The Channels Customers Want to Use to Engage With Your Brand

March 27, 2017

When engaging with brands, consumers turn first to their websites, blogs or social sites, presumably for the availability, ease and convenience in doing so, according to a recent survey [download page] from Lithium Technologies. This channel preference is also true when wanting to find out about the products and services offered, per the study. Read more »

Enterprise MarTech Investments Made Chiefly to Better Understand Customers and Prospects

March 10, 2017

Marketers at enterprise companies (at least 500 employees) are investing in marketing technology primarily to better understand customers and prospects (62%), a task seen as both a key priority and challenge for marketers. That's according to the results of a Squiz survey of 608 marketing professionals in the US, Australia and the UK, a majority (57%) of whom also seek to automate processes and reduce time on admin. Read more »

9 in 10 Digital Marketers Include Video in Their Mobile Marketing Plans

February 27, 2017

Seeking to capitalize on a growing consumer trend in mobile video viewership identified in a recent AOL survey, some 89% of digital marketers use or plan to use video for mobile marketing, according to a new YouAppi study. The most common uses are video for social media and in-app videos (each by 48% of respondents), while close to 4 in 10 will use brand video advertising. Read more »

Analysis Reveals Generational Differences in Brand Engagement on Social

February 27, 2017

It's probably not too surprising to learn that Millennials (49%) are twice as likely as Boomers (25%) to follow brands on social media. But it is more interesting to see that different age groups hold different reasons for following brands, as well as for unfollowing them. A new report from Sprout Social sheds some light on these generational differences. Read more »

Facebook User-Generated Content Engagement Reportedly Down in 2016

February 23, 2017

Facebook users averaged far fewer original posts in 2016 than they did the year prior, according to a Mavrck analysis [download page]. While the trends identified in the report point to a general decrease in earned engagements, the study also demonstrated the continuing power of word-of-mouth. Read more »

Customer Communities Used Primarily for Listening, Research

February 20, 2017

Customer and employee communities have quite an impact on the organizations that run them, according to a Leader Networks survey [download page] of 271 marketing and community leaders primarily from B2B (41%) firms and Associations/Non-Profit Organizations (34%). Among the almost three-quarters of respondents with a customer community, customer listening and research emerges as a far bigger goal than sales. Read more »

Inc. 500 Execs See Social’s Potential in Driving Sales, But Fret About ROI

February 16, 2017

A majority of Inc. 500 companies are using various social platforms including LinkedIn (94%), Facebook (88%), Twitter (79%) and Google+ (53%), while Instagram (46%) is growing quickly and nearing majority adoption, according to the latest annual study of this topic from the University of Massachusetts Dartmouth. Inc. 500 executives surveyed as part of the study feel that social networking platforms have a greater role to play than other channels in increasing sales. Read more »

What Types of Experiences Influence Millennials’ Brand Loyalty?

February 15, 2017

Almost two-thirds of American adults feel that the types of experiences that make them loyal to a particular brand or provider have changed to some degree over the past 3 years, research from Accenture Strategy has found. For youth, product and service experiences are becoming more important drivers, as is trust in data privacy. Read more »