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Verticals > Retail & E-Commerce

US Ad Spend Trends, by Medium, in Q2 2014

September 18, 2014

Kantar-Ad-Spend-Trends-in-Q2-Sept2014US ad spending inched up by 0.7% year-over-year in the second quarter to reach $35.6 billion, dragging down the growth rate for first-half expenditures to 3.1%, per the latest quarterly figures from Kantar Media. The analysis notes that Olympic advertisers reined in spending by 4% year-over-year during Q2, while those not advertising during the Olympics increased spend by 2%, with the latter considered a more appropriate indicator of core media spending trends. Read more »

Print Newspaper Ads Seen A Key Influence on Consumer Shopping Behavior

September 17, 2014

NAA-Actions-Driven-by-Newspaper-Ads-Sept2014Print newspaper ads are still a powerful medium for influencing consumer purchase behavior, details the Newspaper Association of American (NAA) in a new report. The study notes that 52% of adults use print newspapers - including ads in regular news and classified pages and inserted circulars - on a weekly basis to assist them with their shopping planning and purchase decisions. Many also report having bought something advertised in a print newspaper. Read more »

Advertising and PR Industry Continues to Suffer From Low Public Perception

September 16, 2014

Gallup-Americans-Views-of-Business-and-Industry-Sept2014Source: Gallup

    Notes: Just 37% of Americans have a positive view of the advertising and public relations industry, which puts it behind reputationally-challenged industries such as pharma and banking (each at 40%). With 33% of survey respondents having a negative view of the advertising and PR industry, the net positive rating for the industry is just 4%, on par with pharma as the 6th-worst among 25 measured. By comparison, the restaurant industry has the highest net-positive rating, of 60% (67% positive versus just 7% negative), while the retail (40%) and travel (37%) industries also have relatively good reputations. Read more »

    What Would Prompt Consumers to Engage More in Social Commerce?

    September 8, 2014

    DigitasLBi-Social-Commerce-Enablers-Sept2014Source: DigitasLBi / Harris Interactive

      Notes: Only 5% of American adults have made a purchase on a social media site (11% among 18-34-year-olds), although 20% would consider doing so (33% among 18-34-year-olds), per the DigitasLBi survey. Although the study notes that security concerns have eased since a similar 2012 survey, the shopping feature that would spur most social media users to make a purchase is knowledge that their credit card information was secure. Interestingly, users are also concerned with privacy: 38% would be more likely to make a purchase if they knew it wouldn't be shared. Read more »

      Retailers Say Customer Retention Will be Key Revenue Growth Driver

      September 5, 2014

      KPMG-Most-Significant-Retail-Revenue-Drivers-Sept2014While global marketers responding to a recent survey attested to focusing more on customer acquisition than retention, senior US retail executives surveyed by KPMG for a new report [pdf] believe that customer retention will be the most significant driver of their company's revenue growth over the next 1-3 years. That reflects waning customer loyalty in the retail sector, and is likely a driver of retailers' increased customer-centric focus. Read more »

      US B2B CMOs Expect E-Commerce to Account for ~10% of Sales in the Next Year

      September 5, 2014

      CMOSurvey-Forecast-Online-Share-of-Sales-by-Company-Type-Sept2014Source: The CMO Survey [pdf] (Duke University's Fuqua School of Business)

        Notes: As B2B vendors see commerce shifting online in response to customer demand, US CMOs from B2B product and services firms expect roughly 10% of their sales (10% and 9%, respectively) to be through the internet in the next 12 months. Not surprisingly, that's a lower share than forecast by CMOs at B2C firms, who envision 14-15% of their sales to come via the internet. Read more »

        Few Online Retailers Report Using Advanced Personalization, Testing Techniques

        September 4, 2014

        RetentionScience-Online-Retailers-Testing-Techniques-Sept2014While roughly two-thirds of online retailers have some type of personalized content on their websites, basic techniques such as product recommendations (45%) are being used more commonly than more advanced ones such as dynamic pricing (8%), per results from a Retention Science survey of 139 marketers at online retailers. Similarly, while almost three-quarters conduct some form of A/B or multivariate testing, most do so on their email subject lines, while few test their websites. Read more »

        Organic Search Said to Drive Vast Majority of B2B Traffic

        September 3, 2014

        BrightEdge-Leading-Traffic-Referral-Sources-Sept2014Organic search is the primary driver of website traffic, says BrightEdge [download page], on the basis of a foray into its Data Cube repository, "which analyzes billions of pieces of content from across the web." Across all industries analyzed during June and July of this year, organic search drove 51% of all visitors, far ahead of paid search (10%), social (5%) and the combination of all other (such as display, email, and referred). In fact, organic search's influence is greatest in the business services sector. Read more »

        Top 10 Multi-Platform Shopping and Classifieds Websites – August 2014

        September 2, 2014

        Note: The Experian Marketing Services data featured is based on US market share of visits as defined by the IAB, which is the percentage of online traffic to the domain or category, from the Hitwise sample of 5 million US internet users. Hitwise measures more than 1 million unique websites on a daily basis, including sub-domains of larger websites. Hitwise categorizes websites into industries on the basis of subject matter and content, as well as market orientation and competitive context. The market share of visits percentage does not include traffic for all sub-domains of certain websites that could be reported on separately. Figures are for browser-based visits across personal computers, tablets and mobile phones, excluding in-application browser use.

        Which E-Commerce Product Categories Are Growing in Favor With Consumers?

        September 2, 2014

        Nielsen-Online-Purchase-Intent-by-Category-Region-Sept2014Consumers around the world tend to be more likely to shop for than buy products online, although the gap between browsing and buying is relatively small for most product categories, according to a new study [download page] from Nielsen. In its analysis of 22 B2C product categories, Nielsen found buying intentions to be as high as browsing behavior in 13, with more buying than browsing in only  one. That said, purchase intentions are on the rise. Read more »