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Teens & Social: What’s the Latest?

April 21, 2015

PiperJaffray-Teens-Most-Important-Social-Network-Apr2015Instagram remains the most important social network to teens, widening its lead over Facebook and Instagram, according to the latest semi-annual teen survey from Piper Jaffray. But recent data [pdf] from the Pew Internet & American Life Project suggests that Facebook is still the most popular and frequently-used platform by this demographic. Read more »

A/B Testing Considered Most Effective Landing Page Optimization Method

April 20, 2015

Ascend2-Most-Effective-Difficult-LPO-Methods-Apr2015Source: Ascend2 [download page]

    Notes: When it comes to landing page optimization, A/B testing is considered the most effective method and one of the easiest to execute, according to a survey of 342 marketing, sales and business professionals from around the world, about three-quarters of whom are primarily B2B-focused. Surprisingly, the survey finds the fewest respondents tabbing multivariate testing as effective, a result that may be tied to its standing as the most difficult to execute. Prior research from Econsultancy has similarly shown that marketers find multivariate testing to be quite difficult, although that survey also found them considering it to be one of the most valuable for conversion rate optimization. Read more »

    iOS App Push Notification Opt-in Benchmarks, by Industry, in 2014

    April 17, 2015

    UrbanAirship-Push-Notification-Opt-in-Rates-by-Indus-in-2014-Apr2015Source: Urban Airship

      Notes: Mobile applications examined by Urban Airship across 15 industries had a median push notification opt-in rate of 42% in 2014, according to an analysis of almost 3,000 apps and 100 billion push notifications sent to to more than 500 million users. Median rates were highest for charity/non-profit/foundation (58%) and business (54%) apps, and lowest for gaming (33%) apps. Top-performing apps (those in the 90th percentile in their categories) had opt-in rates above 50% in each industry, highest for travel apps (78%) and lowest for food & drink apps (51%). Of note, retail (46% to 36%) and media and entertainment (50% to 42%) had the biggest year-over-year declines in median opt-in rates. Read more »

      B2B Vendor Websites: What’s Important, and What’s Lacking?

      April 16, 2015

      KoMarketingHuff-B2B-Form-Downloads-Content-Apr2015B2B vendor websites are often lacking the content elements buyers perceive as most important, according to a report [pdf] from KoMarketing, Huff Industrial Marketing and BuyerZone. As with last year's survey, the results suggest that vendors sometimes miss the basic information that can help establish credibility and move a buyer to request a quote. Read more »

      Video Ad Completion Rates, by Device Type, in 2014

      April 15, 2015

      Vindico-Streaming-Video-Ad-Completion-Rate-by-Device-in-2014-Apr2015Source: Vindico [download page]

        Notes: Video ad completion rates were lower on devices with smaller screens last year, reports Vindico, as smartphone (46%) and tablet (54%) viewers completed ads at roughly half the rate of those watching on gaming consoles (95%) and OTT boxes (99%). The overall video ad completion rate stood at 78%, but just 37% of video impressions were both viewable and viewed to completion. (Completion rate figures exclude skippable ad impressions from Google/YouTube.) Separately, the average click-through rate for video ads was 0.62%, with that figure highest for tablets (3.62%) and smartphones (2.36%) and lowest for OTT boxes (0.01%) and game consoles (0.11%). Read more »

        B2B Marketers on Their Most Important Go-to-Market Strategies

        April 15, 2015

        Regalix-B2B-Product-Launch-Go-to-Market-Strategies-Apr2015Source: Regalix [download page]

          Notes: Not surprisingly, understanding buyer needs or pain points (69%) counts as the most important go-to-market strategy for a product launch, according to a Regalix survey of senior B2B marketing executives and business leaders, a significant share (39%) of whom hail from the software & internet industry. The survey finds that websites and email are the top digital channels used for product marketing, while trade shows are easily the most popular offline channel. As far as content marketing goes, respondents cited product videos as the most suitable for introductory and growth phases of the product lifecycle. Read more »

          US Teens’ Device Access, by Demographic

          April 14, 2015

          Pew-Teen-Access-Digital-Devices-Apr2015Source: Pew Research Center [pdf]

            Notes: Some 87% of teens aged 13-17 own or have access to a desktop or laptop computer, while 81% have access to a gaming console, according to a recent Pew Research Center report. Almost 9 in 10 have access to some kind of mobile phone, with 73% having smartphones. Device access in general tends to be higher among teens from higher-income households. While girls are more likely to have access to tablets than boys, the opposite is true with respect to gaming consoles. And while Black teens are most likely to have access to a smartphone, they're least likely to report access to a desktop and laptop computers and tablets. Read more »

            Financial Services Marketers Keep CX Focus on Desktop Sites

            April 13, 2015

            EconsultancyAdobe-FSI-Marketers-Digital-Channel-CX-Priorities-Apr2015Source: Econsultancy / Adobe [download page]

              Notes: Public desktop websites are a greater priority than smartphone applications or public mobile sites when it comes to providing a consistent customer experience, details a survey of financial services and insurance industry marketers conducted by Econsultancy in association with Adobe. That makes some amount of sense, considering that the financial sector lags others in mobile share of site visits (at least in the US). Read more »

              Q1 2015 Social Logins: Facebook Extends Overall Lead, Back on Top in B2B

              April 13, 2015

              Janrain-Social-Login-Trends-Q12012-Q12015-Apr2015Source: Janrain

                Notes: Facebook, which in Q4 2014 looked in danger of surrendering its lead in social logins to Google, has widened the gap again in Q1, according to Janrain. With 45% market share, Facebook remained ahead of its only close competitor, Google (37%), with Twitter (5%) trailing. In the competitive B2B space, Facebook (35%) surpassed Q4's leader LinkedIn (25%) for the top spot. No social network has owned the lead on B2B sites for consecutive quarters since Facebook did from Q3-Q4 2013. Read more »

                Retail E-Commerce Roundup: Market Shares, Attractiveness, and More

                April 9, 2015

                RetailMeNot-Online-Share-Retail-Trade-by-Country-2014-2015-Apr2015E-commerce share of total retail trade in the US is expected to grow to 12.7% this year, up from 11.6% last year and 10.6% a year earlier, according to a recent study [pdf] from RetailMeNot and the Centre for Retail Research. Among the 10 countries included in the analysis - covering Europe, the US and Canada - the US ranks near the top on this measure, behind only the UK. Read more »