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Other Media, Cross-Media & Multi-Channel > Content Marketing

What Consumers Want From Branded Content

December 23, 2016

Consumers prefer branded content that informs (40%) and educates (28%) rather than entertains (17%) or inspires (11%) them, according to a study [download page] from OneSpot and the Marketing Insider Group, which surveyed almost 1,600 adults who at least sometimes consume branded content. Read more »

Google Search Rankings Study Points to New Trends, Factors

December 21, 2016

Google search ranking factors no longer apply universally but must be analyzed on an industry-specific basis, says Searchmetrics in releasing its latest annual search rankings study [download page]. Still, it's important to understand overall trends and general rankings factors, with this year's final industry-wide edition indicating that "the most important ranking factor is content that is perfectly aligned to the user intention, together with an optimized page architecture." Read more »

How Do Executives Feel About Content and Ads?

December 16, 2016

Executives around the world are active on social media but primarily get their news from email, says Quartz in reporting the results of a new survey. The study also found openness to advertising, though more so for sponsored content than for interruptive ads. Read more »

What Are B2B Marketers’ Biggest Struggles With Demand Gen Campaigns?

December 15, 2016

B2B marketers this year have been prioritizing lead quality over lead quantity, but findings high-quality leads isn't coming easily. In fact, according to a new survey report [download page] commissioned by SnapApp, identifying new lead sources is the top challenge that B2B marketers are having with current demand generation campaigns. Read more »

Top 10 Marketing Charts of the Month – November 2016

December 7, 2016

mctop10nov-16-entryThis month's quick-hit set of top charts includes the following topics: social network user demographics; product discovery on social; digital display ad benchmarks; reducing email list churn; what finance wants from marketing; B2B social content effectiveness; constructing B2B buyer personas; content strategists' top initiatives; top trends in marketing technology; and holiday 2016 retail spending forecast. Read more »

Cyber Week Shopping Recap

December 2, 2016

adobe-cyber-week-e-commerce-stats-dec2016Now that Thanksgiving weekend and Cyber Monday are behind us, results are coming out from several results. Although the precise figures differ from one source to the next, it appears that key takeaways include a new record for e-commerce spending on Cyber Monday and yet more gains in mobile commerce. Read more »

Email Reigns As Most Popular B2B Customer Acquisition Channel, But W-O-M Has Biggest Revenue Impact

November 30, 2016

bizible-most-popular-effective-b2b-marketing-channels-nov2016Used by almost 9 in 10 respondents, email marketing is the most popular channel used by B2B marketers to acquire customers, according to The State of Pipeline Marketing Report 2016 [download page] from Bizible. The report - based on a survey of more than 360 marketers, 90% of whom are B2B-focused - also shows that social media and content marketing are currying favor with B2B marketers. Read more »

Half of US Online Travel Bookers Recall Seeing Ads During Path to Purchase

November 21, 2016

expediacomscore-online-travel-bookers-ad-recall-nov2016Travel advertising gets the attention of a sizable share of online travel bookers in the US, Canada and the UK, according to an Expedia Media Solutions study [download page] that surveyed more than 2,400 adults who had booked travel online within the prior 6 months. In fact, some 47% of respondents in the US recalled seeing a travel ad while shopping for or booking travel. Read more »

Relevant Content Considered Most Effective SEO Tactic

November 14, 2016

ascend2-most-effective-difficult-seo-tactics-nov2016Search rankings studies have indicated that the impact of relevant content continues to grow, and a new survey [download page] from Ascend2 and its Research Partners finds that marketers largely agree. Some 57% of the 256 marketing influencers surveyed around the world rated relevant content creation as being among their most effective SEO tactics, topping the proportion¬†feeling that way about keyword/phrase research (49%). Read more »

Top 10 Marketing Charts of the Month – October 2016

November 4, 2016

mctop10oct-16-entryThis month's quick-hit set of top charts includes the following topics: traditional TV viewing trends; optimizing video ad effectiveness; teens' favorite social platform; when social post engagement rates peak; most annoying aspects of marketing emails; mobile shopping obstacles; B2B content marketing trends; conversion rate optimization methods; most-used analytics tools; and brand loyalty leaders. Read more »