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Verticals > Retail & E-Commerce

Retail Email Marketing Benchmarks: No Lift on the Weekend

March 25, 2015

Listrak-Retail-Email-Marketing-Benchmarks-in-2014-Mar2015Source: Listrak [download page]

    Notes: Retailers last year saw very little difference in email open and visit-to-conversion rates when sorting by weekday and weekend deployments, according to data provided by Listrak to accompany its recently-released study. That result stands in contrast with other research suggesting that, generally, emails sent at off-peak times enjoy higher response rates. Meanwhile, the Listrak study also finds that triggered campaigns boasted considerably higher response and conversion rates than broadcast messages, with "back in stock" campaigns averaging a significantly higher revenue per email sent ($6.50) than any other type. Read more »

    Why Do Millennials Use Facebook and Twitter?

    March 24, 2015

    MediaInsightProject-Millennials-Main-Reasons-Facebook-Twitter-Use-Mar2015More than 9 in 10 US Millennials (aged 18-34) use Facebook, while fewer than 4 in 10 use Twitter, according to results from a recently-released survey conducted by the Media Insight Project, an initiative of the American Press Institute and The Associated Press-NORC Center for Public Affairs Research. The survey finds that Millennials have different reasons for using each platform, with Facebook use driven primarily by a desire to keep current with friends' lives and Twitter use more to see what's "trending." Read more »

    US Ad Spending Trends in 2014

    March 24, 2015

    Kantar-Ad-Spend-Trends-by-Medium-in-2014-Mar2015After growing by 0.9% in 2013, US advertising expenditures maintained a similar rate of growth of 0.7% in 2014 to reach $141.2 billion, according to the latest figures from Kantar Media. That registers as the 5th consecutive year of gains (which are not adjusted for inflation), though the figure represented a fairly slow rate for a year which featured the World Cup as well as political and Olympic (P&O) spending. Read more »

    Average CMO Tenure Rises Again, Has Doubled In the Past Decade

    March 23, 2015

    SpencerStuart-Average-CMO-Tenure-2004-2014-Mar2015Source: Spencer Stuart

      Notes: CMOs see themselves as having greater responsibility for company strategy in years to come, and one sign of that increasing influence might well be their longer tenures. Indeed, Spencer Stuart's latest annual study of CMO tenure finds that the average tenure for CMOs at leading US consumer brand companies has grown from 23.6 months in 2004 to 48 months last year, still a ways behind the average CEO's tenure of 80 months but nevertheless signaling that "CEOs are confident in giving their CMOs the task of truly leading dramatic change within their organizations." Read more »

      Weekend Reading, 3/20/15

      March 20, 2015

      Nielsen-Influence-Corp-Reputation-Opinion-Elites-Mar2015Reputation matters to a majority "opinion elites" in the US, with 54% reporting having decided to not to do business with a company because of something they learned about how it conducts itself, according to recently-released survey results from Nielsen. In fact, "opinion elites" from the US were more likely than those from any other of the 16 countries surveyed to have stopped doing business with a company on account of its reputation, significantly outpacing the global average of 37%. Read more »

      Mobile Share of Site Visits, by Industry, in 2014

      March 13, 2015

      Adobe-Mobile-Share-Visits-by-Industry-in-2014-Mar2015Source: Adobe Digital Index

        Notes: Smartphone and tablet visit shares are up in each of 6 industries analyzed by Adobe, according to its 3rd annual "Best of the Best (U.S.) Digital Marketing report, although tablet visits began declining in Q4 and are expected to continue in most industries save for media and entertainment, likely due to the growth of phablets. Of the 6 industries, the media and entertainment sector had the largest share of both tablet (26.1%) and smartphone (35.5%) visits for the calendar year. Read more »

        Form Conversion Rates: What’s Working?

        March 12, 2015

        Formstack-Online-Form-Conversion-Rates-by-Type-Mar2015Form conversion rates continue to depend more on the type of form being used than the number of fields in the form, reports Formstack [download page] in its second annual "Form Conversion" study. This year's study adds lead generation forms (such as those used for gated content downloads) to the list of analyses, finding that these forms have an average conversion rate of 17% and average 11 fields. Read more »

        Top 10 Marketing Charts of the Month – February 2015

        March 10, 2015

        MC-Top-10-Charts-Feb-2015-EntryThis month's quick-hit set of top charts includes the following topics: smartphone penetration growth; Millennials' tech expectations; future trends impacting marketers; generational screen preferences; Boomers' spending trends; brands best meeting consumers' expectations; digital revenue drivers; B2B content marketing; and B2B frustration with vendors.

        US Smartphone Users’ Interest in Mobile Wallet Activities

        March 6, 2015

        UPScomScore-Interest-in-Mobile-Wallet-Activities-Mar2015Source: UPS / comScore [pdf]

          Notes: Among online shoppers, roughly 4 in 10 smartphone users say they currently use or would consider using their smartphone to find or redeem coupons, according to the latest annual Pulse of the Shopper study from UPS and comScore. Other mobile wallet activities currently used or in consideration by this group include online bill pay (34%), loyalty cards (30%) and scanning QR or barcodes to check availability, order item or get product information (29%). Overall, while 41% of smartphone owners surveyed had made a purchase using their device during the 3 months prior to the survey, online shoppers' preferred channels for purchasing products continue to overwhelmingly favor desktops/laptops and physical stores. Read more »

          Connected TV Owners’ Interest in TV Commerce Activities

          March 4, 2015

          DeliveryAgentNielsen-Interest-in-TV-Commerce-Activities-Mar2015Source: Delivery Agent / Nielsen

            Notes: Roughly 7 in 10 US adults who have a TV or other device (video game console, streaming media player, DVR, DVD) connected to the internet agree that they would be interested in using their remote while watching TV ads to have a sample of a product automatically mailed to them. The survey separately found that, while watching TV programs, more than 6 in 10 18-34-year-olds would be interested in getting information about new products featured in the programs. While there wasn't much generational difference in interest in TV commerce activities while watching TV ads, older respondents were less likely than their younger counterparts to want to engage during TV programs. Read more »