October 14, 2011
Of the five major B2B technology collateral types covered in a 2010 survey of corporate technology decision-makers conducted by Eccolo Media, three showed a significant decline in consumption during the last 12 months, according an [download page] update released in October 2011. Consumption of product brochures/data sheets went down 13%, from 83% last year to 72 percent in 2011, while white paper consumption decreased 22%, from 76% to 62%.
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October 12, 2011
While brands performing crowdsourcing (letting consumers take over a portion of your promotional activity) via social networks have experienced positive results, the practice can also backfire, according to [pdf] a new report from WaveMetrix. Results from “Q3 2011 Benefits and Limits of a Social Media Fanbase” show that brands with an established fan base and brand image tend to get better results from social media crowdsourcing.
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September 26, 2011
Women see themselves as the primary drivers of a variety purchases in the African-American consumer demographic, according to [download page] a report released in September 2011 by The Nielsen Company. Data from “The State of the African-American Consumer” indicates the category with the largest gap in whether women see themselves or men as the primary purchase drivers is health/beauty, with 77% of women saying they are the primary drivers and only 1% saying men are the primary drivers.
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September 6, 2011
The top online retailers sent each of their subscribers 3.2 promotional emails on average during the week ending September 2, 2011 (last week of August), according to Chad White, research director at Responsys and author of the Retail Email Blog. That’s down 4% week-over-week, up 2% from where it was four weeks ago, and up 11% year-over-year.
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August 25, 2011
An overwhelming 97% of event marketers and professionals say compelling content is an important factor in determining whether a virtual event will be worthwhile to attend, according to [pdf] a study conducted in May 2011 by The Professional Convention Management Association (PCMA), UBM Studios, and the Virtual Edge Institute (VEI). Data from “Business Motivations and Social Behaviors for In-Person and Online Events” indicates 90% cite both ease of using the virtual environment and being able to ask questions and participate actively.
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August 24, 2011
About a combined seven in 10 (68%) US marketing and event professionals travel to at least one domestic event a year, according to [pdf] a study conducted in May 2011 by The Professional Convention Management Association (PCMA), UBM Studios, and the Virtual Edge Institute (VEI). Data from “Business Motivations and Social Behaviors for In-Person and Online Events” indicates 48% of respondents travel to one to two domestic events a year, while 16% travel to three to four a year and 16% travel to five or more a year.
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August 17, 2011
Seventy of percent of marketing executives said timely delivery and access to content is one of the best ways marketers can improve the value of their marketing consumables, according to [download page] an August 2011 study from the CMO Council. Another 54% of respondents to “Mapping & Tracking The Optimized Marketing Supply Chain” said fresh content that is up to date and accurate is one of the best ways to improve consumable value.
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August 16, 2011
Fewer than one in three (27%) marketers find marketing consumables timely and valuable, containing the exact information needed to make sales, and another 9% say they are impressive and persuasive, according to [download page] an August 2011 study from the CMO Council. The remaining 64% of respondents to “Mapping & Tracking The Optimized Marketing Supply Chain” had negative comments about the quality and value of consumables.
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August 12, 2011
The growing impact of social network fans and consumer receptiveness to acts of kindness by brands are among the major consumer trends tracked by trendwatching.com this year. Following are brief recaps of three of the most important consumer marketing developments trendwatching.com advises marketers to keep track of this year.
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July 22, 2011
Below are some links to recent research news, studies and lists from the collection of items that MarketingCharts didn’t get to writing up this week, but still may be worth a peek:
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