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Customer-Centric > Customer Engagement

Direct Media Response Rate, CPA & ROI Benchmarks in 2017

June 26, 2017

The Data & Marketing Association (DMA) - in conjunction with Demand Metric - has released its latest Response Rate Report, an in-depth study¬†of direct marketing. With direct marketers' use of multiple channels on the rise, the report takes a look at several types, providing performance and cost benchmarks. Read more »

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 »

State of Marketing Report Shows Growing Use of Various Channels, Troubles With Message Personalization

June 21, 2017

Salesforce Research has released its 4th annual "State of Marketing" report [download page], surveying the landscape of the evolving function. While the study covers several different areas, one particular takeaway underscores the rate of change, at least in channel usage: marketing leaders responding to the survey estimated that on average, one-third of their budgets are spent on channels they didn't know existed 5 years ago. 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 »

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 – April 2017

May 19, 2017

This month's quick-hit set of top charts includes the following topics: traditional TV viewing trends and live vs. OTT viewing; Netflix vs. cable-TV subscriber count; biggest video ad challenges; youths' purchase influencers; teens' top social platforms; businesses' use of social listening tools; marketing ROI headaches; most important PR trends; and fastest-growing e-commerce categories. Read more »

Social Now Seen As Top Distribution Platform for Digital Video Campaigns

May 16, 2017

The pendulum seems to be swinging towards social platforms as the most important partners for digital video campaigns, according to a Trusted Media Brands Inc. (TMBI) survey. Some two-thirds (68%) of marketers and advertisers involved in digital and mobile advertising said that social platforms are their most important partners, up from 56% in the prior survey fielded just 10 months earlier. Read more »

Email’s Not Dead; Brands Are Innovating With It. Here’s How.

May 1, 2017

It wasn't so long ago that email was supposed to die at the hands of social media as a communications channel. But brands have been sending more email, consumers have been doing the same, and marketers continue to rate email the most effective digital channel. But what are they doing to get better? A report from Econsultancy and Adestra [download page] offers some insights. Read more »

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 »