Category news stream


Which Digital Channels Are Marketers Most Confident In Measuring For ROI?

May 3, 2016

EconsultancyOracle-Ability-to-Measure-Digital-ROI-May2016The leading reason why companies don't invest more money in digital marketing is a generally restricted budget for all types of marketing, per a recent report [download page] from Econsultancy and Oracle Marketing Cloud. But beyond that primary hindrance, staff constraints, company culture and an inability to measure ROI are all cited as factors, and the report wonders if the "culture of ROI is stifling innovation." Read more »

Friday Research Wrap, 4/22/16

April 22, 2016

Euclid-Most-Impt-In-Store-Messaging-Factors-Apr2016Some 74% of adult mobile device owners claim to want to receive messages from a store or business during a visit, per a survey of 2,115 US adults (18+) from Euclid Analytics. However, giving consent and choosing when messages are received are important to a sizable share of respondents, although the medium (how they receive the messages) appears to be the most important factor. Read more »

Teens: Snapchat Now Tops Instagram As “Most Important” Social Network

April 21, 2016

PiperJaffray-Teens-Most-Important-Social-Network-Apr2016Teens continue to shift their perceptions of their "most important" social network. First it was Facebook (early 2013), then Twitter (late 2013), and then Instagram (early 2014). The latest flavor du jour, taking over after a 2-year run from Instagram, is Snapchat, according to the most recent biannual teen survey from Piper Jaffray, reported here by FORTUNE. Read more »

Top 10 Marketing Charts of the Month – March 2016

April 14, 2016

MCTop10Mar-16-EntryThis month's quick-hit set of top charts includes the following topics: Google AdWords benchmarks; most effective digital tactics; Snapchat use among youth; teens' brand discovery vehicles; core drivers of brand satisfaction; best and worst companies by CX; US ad spend share forecasts; mobile app engagement benchmarks; mobile in-store activities; and smartphone share of site visits.. Read more »

What 5 Years’ Worth of Data Tell Us About Youth and TV

April 12, 2016

Nielsen-Traditional-TV-Weekly-Viewing-Trends-Among-18-24-Q12011-Q42015-Apr2016[By MC Editor, JC Lupis] The latest quarterly TV viewing figures from Nielsen are in, allowing for an analysis of 5 years' worth of Americans' traditional TV viewing data. The short of it? Yes, youth as a whole are watching less traditional TV. But a review of the data from Nielsen's Q4 2015 total audience report [download page] indicates that the declines may be slowing, even as other reports suggest that streaming may be catching up to linear viewing. Buckle up, this is our most in-depth analysis yet. Read more »

Top 10 Multi-Platform TV Websites – March 2016

April 11, 2016

Note: The Hitwise 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 10 million US internet users. Each month, Hitwise measures more than 20 million unique websites, including sub-domains of larger websites, and 500 million searches. 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 may not include traffic for all sub-domains of certain websites that could be reported on separately.

TV Multitasking, Binge Viewing Increasingly Widespread

March 31, 2016

Deloitte-TV-Multitasking-Behavior-by-Generation-Mar2016More than 9 in 10 US consumers aged 14 and older say they typically multitask while watching TV, up from about 8 in 10 just 3 years earlier, reports Deloitte in its latest annual Digital Democracy survey. While multitasking is most common - and almost ubiquitous - among younger age groups, it's also widespread among older generations, as more than 5 in 6 Baby Boomers and Matures report engaging in other activities while watching TV. Read more »

Consumers Across Age Groups Ascribe Strong Purchase Influence to Word-of-Mouth

March 30, 2016

Deloitte-US-Consumers-Purchase-Decision-Influencers-Mar2016Source: Deloitte

    Notes: Word-of-mouth influences the purchases of more US consumers than TV ads, a finding that holds true across generations, per respondents to a Deloitte survey. Looking at other sources of recommendations, recommendations from one's social media circle (57%) tops online reviews from a stranger (52%) and endorsements from celebrities (30%) and online personalities (30%), according to the survey of consumers aged 14 and older. Read more »

    What Do US Consumers See As Their Core Drivers of Satisfaction With Companies?

    March 29, 2016

    Accenture-Consumer-Drivers-Company-Satisfaction-Mar2016Value, customer service, product quality and trust are among the core drivers of US consumers' satisfaction with companies, per results from Accenture Strategy's latest annual Global Consumer Pulse Survey. These are also attributes that consumers around the world feel are important for brands to embody, per recent research, and appear to be more important than product selection and personalized experiences. Read more »

    Friday Research Wrap, 3/25/16

    March 25, 2016

    ZenithOptimedia-Share-Global-Adspend-by-Medium-2018-v-2015-Mar2016Digital advertising will have well and truly overtaken TV in global ad spending by 2018 after first surpassing it next year, predicts Zenith Optimedia in its latest forecast, with the former capturing 37.7% share of global ad spend to the latter's 34.1% by 2018. Notably, while desktop internet ad spending currently is about twice as high as mobile internet ad spending, ad spending on these devices is expected to almost reach parity by 2018. Read more »