Category news stream


Mobile Accounted For Almost One-Sixth of Retail E-Commerce Spending in Q3

November 25, 2015

comScore-US-Digital-Retail-Spending-Q12012-Q32015-Nov2015Source: comScore

    Notes: US retail e-commerce spending grew by 15% year-over-year in Q3, marking the 20th consecutive quarter of double-digit growth, per comScore data. Mobile continued to grow at a much faster clip (70%) than desktop (8%), with the latter seeing growth below 10% for the third consecutive quarter. In sum, mobile accounted for slightly more than 16% of the total retail e-commerce sales of $69.7 billion, up from 14.7% share in Q1. Read more »

    How Many Segments Should B2B Marketers Target in Their Communications?

    November 25, 2015

    Iris-Optimal-Number-Segments-B2B-Communications-Nov2015Source: iris

      Notes: Some 56% of B2B marketers feel that using 3-4 target segments in their communications is manageable in order to see a return on both time and money, per results from an iris survey of 200 B2B marketers, the vast majority (83%) of whom are from companies with at least 1,000 employees. Separately, the study indicates that marketers feel communications should be: more serious/no-nonsense (42%) than humorous/fun (20%); more fact & figure-focused (49%) than benefit-focused (22%); more example-driven (70%) than advice-driven (10%); and more professional (66%) than friendly (15%). Read more »

      How Are Senior Marketers Acting on Data-Driven Audience Insights?

      November 24, 2015

      ForbesTurn-Acting-on-Data-Driven-Audience-Insights-Nov2015Almost two-thirds of senior marketers strongly agree that data-driven marketing is crucial to success within a hyper-competitive global economy, according to a study [download page] released by Forbes Insights in association with Turn. While senior marketers are most apt to believe that data-driven marketing drives profitability (60%) and sales (54%), they also see it having a strong impact on creative and messaging. Read more »

      What Benefits Do Advocates Receive From Employee Advocacy?

      November 23, 2015

      HingeSocialMediaToday-Benefits-Received-Employee-Advocates-Nov2015Source: Hinge Research Institute / Social Media Today [pdf]

        Notes: The primary benefits that firms receive from employee advocacy are increased visibility (79%) and brand recognition (65%), per results from a Hinge Research Institute and Social Media Today survey of 588 professionals (primarily B2B) who use social media for business purposes. But there are benefits for advocates, too, as more than two-thirds said that involvement on social media for professional purposes has helped their careers. The top-stated benefits advocates receive are an expanded professional network (87%) and keeping up with industry trends (76%), per respondents. Read more »

        The Most Shared Video Ads of 2015

        November 20, 2015

        Unruly-Most-Shared-Video-Ads-of-2015-Nov2015Source: Unruly

          Notes: Google Android's "Friends Furever" campaign has been by far the most shared brand ad of 2015, reports Unruly, and has in fact taken over the mantle as most shared ad of all time. The ad is one of 4 animal-themed ones to make the top 20 this year. Another creative theme that crops up multiple times in the list of top 20 is support for good causes; 8 of the 20 most shared ads this year support good causes. Read more »

          B2B Marketers Turn to Buyer’s Journey Maps to Craft Better Content

          November 19, 2015

          Akoonu-B2B-Content-Marketing-Audience-Insights-Nov2015Almost 9 in 10 B2B marketers agree that a deep understanding of their buying audience is critical to creating content that engages buyers, according to results from an Akoonu survey of 100 senior B2B marketers from companies with at least $100 million in annual revenues. To better understand audiences' needs, many respondents are using buyer's journey maps, per the study. Read more »

          How Long Goes By Before An Internet Radio Listener Hears An Ad?

          November 18, 2015

          XAPPmedia-Internet-Radio-Time-to-First-Ad-in-Q3-Nov2015Source: XAPPmedia [download page]

            Notes: Internet radio listeners spent about 14 minutes on average listening to music before hearing their first ad during Q3 2015, per XAPPmedia's latest Internet Radio Ad Load Report. That includes 41% hearing an ad within the first 10 minutes of listening, up from 32% the prior quarter. By comparison, the newly-launched (as of Q3) Apple Music served an ad within 10 minutes for about three-quarters of sessions, for an average of slightly less than 9 minutes of listening before the first ad. Read more »

            Customer Journey Analysis A Rising Force In Conversion Rate Optimization

            November 17, 2015

            EconsultancyRedEye-Value-Difficulty-Conversion-Rate-Optimization-Methods-Nov2015Customer journey analysis is on track to become one of the most commonly used methods to improve conversion rates, and is now rated the most valuable method by users, according to the latest annual Conversion Rate Optimization Report [download page] from Econsultancy and RedEye. While fewer than half (46%) of company respondents (primarily from the UK) are currently using this method, some 47% plan to do so. Read more »

            What Drives Sponsored Social Messaging Effectiveness for Consumers?

            November 17, 2015

            IZEA-Sponsored-Social-Message-Effectiveness-Nov2015Sponsored Social content is believed to be highly effective by those who see it, according to a recent study from IZEA, which surveyed slightly more than 1,000 Americans aged 18-70, 36% of whom had noticed Sponsored Social content in the past year. In fact, this group of consumers rates only TV ads as highly as they do Sponsored Social messages. Read more »

            For Enterprise-Class Advertisers, Mobile Outpacing Desktop in Click Rates

            November 16, 2015

            Marin-Enterprise-Advertiser-CTRs-by-Channel-Device-in-Q3-Nov2015Source: Marin Software [download page]

              Notes: Click-through rates for search, social and display ads were higher on smartphones and tablets than on desktops in Q3, according to a Marin Software analysis of its Advertiser Index, which consists primarily enterprise-class marketers with more than $1 million in annual spending on paid search, display and mobile. The results show that smartphones' share of impressions, clicks, spend and conversions are growing at the expense of desktops and tablets across paid search and display. And while search and social conversion rates lag on mobile, they are higher than desktops for display advertising. Read more »