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The Most Important Elements of the Digital Experience, Per UK Consumers and Marketers

February 27, 2015

EconsultancySitecore-Most-Important-Elements-of-Digital-Experience-in-UK-Feb2015Source: Econsultancy / Sitecore [download page]

    Notes: Ease of usage ("easy to find what you're looking for") counts as the most important aspect of a digital experience for both UK consumers and marketers, according to a recent study from Econsultancy in association with Sitecore. The study identified 17 aspects of the digital experience and used a maximum difference scaling technique to show how, on average, respondents would have allocated 100 points across all attributes. The results show that while both groups value ease of usage, marketers were far more likely than consumers to rate the importance of mobile optimization. Consumers, by contrast, valued useful and tailored information to a much greater degree. Read more »

    OTT Streaming Devices Overtake Tablets in Digital Video Ad Views

    February 26, 2015

    FreeWheel-Share-Digital-Video-Ad-Views-by-Device-Q42014-v-Q42013-Feb2015Tablets are popular devices for video viewing and have been for some time, but OTT streaming devices such as Apple TV and Chromecast have moved ahead in digital video monetization, reveals FreeWheel in its Q4 2014 Video Monetization Report [download page]. During the quarter, OTT devices accounted for 8% of ad views for professional, rights-managed video content, up from just 2% during the year-earlier period and moving ahead of tablets (7% share) in the process. Read more »

    Almost Half of Young Mobile Phone Users Report Regularly Comparing Prices In-Store

    February 25, 2015

    GfK-Mobile-Phone-Users-Regular-In-Store-Activities-Feb2015Source: GfK [pdf]

      Notes: 40% of mobile phone users surveyed across 23 countries claim to regularly compare prices while in-store, according to a GfK survey, with this activity slightly more prevalent among men (42%) than women (37%). Among age groups, 20-29-year-olds are the most likely (49%) to report regularly comparing prices using their mobile phones, with the 15-19 and 30-39 age brackets not far behind, each at 45%. Within the US, 37% of respondents claimed to compare prices in-store, slightly behind the global average. Read more »

      CMOs See Budget Hikes on the Horizon, But ROI Proof Remains Elusive

      February 24, 2015

      DukeCMOSurvey-Expected-Budget-Changes-Feb2015American CMOs are more optimistic about the overall economy than they have been in years, and with that optimism comes renewed enthusiasm with respect to marketing budgets, finds the latest edition of the biannual CMO Survey [pdf] from Duke University's Fuqua School of Business. Indeed, respondents expect budgets to increase by 8.7% over the next year, the highest percentage change forecast since August 2011. Read more »

      US CMOs Still Report Making Little Use of Marketing Analytics

      February 23, 2015

      DukeCMOSurvey-Share-Budget-Spend-Marketing-Analytics-Feb2015US CMOs remain bullish about marketing analytics spending but appear to be failing to keep pace with their own projections, according to the latest installment of the CMO Survey [pdf] from Duke University's Fuqua School of Business. Indeed, while CMOs expect to almost double the share of their budgets spent on marketing analytics over the next 3 years (from 6.4% to 11.7%), current levels of spending are actually down. Read more »

      US E-Commerce Conversion Rates, by Device, Q4 2013-Q4 2014

      February 20, 2015

      Monetate-US-Ecommerce-Conversion-Rates-by-Device-Q42013-Q42014-Feb2015Source: Monetate

        Notes: US e-commerce conversion rates on smartphones (1%) distantly trailed comparable rates for tablets (3.11%) and traditional computers (3.78%) during Q4 2014, according to Monetate's latest quarterly analysis covering a random client sample. Indeed, unlike tablets and computers, conversion rates on smartphones failed to keep pace with the year-earlier period. The study notes that, globally, top performers far outstripped the industry average (6.44% vs. 2.84%) in average conversion rates. Meanwhile, in the US, smartphones ($113.10) topped tablets ($80.69) in average order value during Q4 2014, and also comprised a greater share of traffic (18.2% to 15.8%). Read more »

        Mid-Size B2B Marketers Focusing More on Customer Acquisition Than Retention

        February 19, 2015

        Act-OnGleanster-B2B-Mid-Sized-Marketers-Accountability-Feb2015B2B marketers from mid-size companies (50-1000 employees) are focusing their attention and budgets more on customer acquisition than retention, and relatively few report having management objectives tied to customer retention, customer satisfaction, and up-sell revenue metrics. That's according to a new report [download page] from Act-On Software conducted by Gleanster Research, which examined customer relationship management at mid-size firms. Read more »

        Smartphone Penetration, Rising in All Age and Income Demos, Hits 75% of the US Mobile Market

        February 17, 2015

        comScore-Smartphone-Share-of-Mobile-Subscriber-Market-Jan2012-Dec2014-Feb2015Three of every 4 US mobile subscribers aged 13 and older owned a smartphone during the 3-month period ending in December 2014 (Q4 2014), reveals comScore in its latest market update. Data provided to MarketingCharts by comScore indicates that while penetration remains highest among youth and higher-income consumers, smartphone adoption has been growing quickly among lower-income and older Americans. Read more »

        US Online Shoppers’ Attitudes to Mobile Commerce

        February 13, 2015

        PwC-Online-Shoppers-Attitudes-to-Mobile-Commerce-Feb2015Source: PwC [pdf]

          Notes: Almost 6 in 10 online shoppers surveyed by PwC agree that they're happy to receive offers or coupons via their mobile phone, but only about half as many are happy for stores to establish their location through their mobile phone. Meanwhile, only about one-quarter agreed that their mobile phone will become their main tool for which to purchase items, according to the survey. Separately, 55% reported never buying products using a tablet and 53% never doing so via a mobile phone or smartphone. By contrast, just 6% said they never buy products using their PC. Read more »

          Most Valuable Features of a Marketing Automation System

          February 12, 2015

          Ascend2-Most-Valuable-Features-Marketing-Automation-System-Feb2015Source: Ascend2 [download page]

            Notes: Lead nurturing (52%) and analytics and reporting (51%) are the most valuable features of a marketing automation system, according to survey results from Ascend2 and its Research Partners. Previous research has found those to also be the most-requested features by buyers, although lead scoring, another highly-requested feature, was cited by few respondents to the Ascend2 survey as valuable to them. Separate results from the survey indicate that the most important objectives of a marketing automation strategy are to increase sales revenue (47%) and lead generation (47%), with productivity improvements less important than in a similar survey conducted last year. The most challenging obstacle to marketing automation success continues to be the lack of an effective strategy (45%). Read more »