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How B2C and B2B Content Marketing Efforts Compare

October 22, 2014

CMIMarketingProfs-B2C-B2B-Content-Marketing-Compared-Oct2014With the release of their latest annual report [pdf] on B2C content marketing, the Content Marketing Institute and MarketingProfs offer the ability to measure the similarities and differences between both groups in their approaches to content marketing. Interestingly, while the two differ in some tactics and priorities, they do converge in some areas. Read more »

Top Brands Ranked by Customer Loyalty

October 22, 2014

BrandKeys-Customer-Loyalty-Leaders-Oct2014Source: Brand Keys

    Notes: Amazon, Apple, YouTube and What's App are among this year's brand loyalty leaders, finds Brand Keys in its latest annual survey that ranks customer engagement and loyalty for 721 brands across 65 categories. Those brands were among the ones most likely to meet consumer expectations for their respective categories, with Amazon edging Apple in the tablets category, and Apple topping Samsung in the smartphone category. Of the top 20, just one (Dunkin' Donuts) is not a tech-oriented company. Read more »

    How Brands Are Falling Short With Consumers

    October 21, 2014

    Edelman-How-Brands-Fall-Short-With-Consumers-Oct2014Almost 9 in 10 consumers want more meaningful relationships with brands, yet fewer than 1 in 5 believe brands are delivering on that wish, details Edelman in its second annual "brandshare" report. The study, based on surveys of 15,000 consumers in 12 countries who have had some level of engagement with brands, also finds that consumers believe they¬†get the short end of the stick when it comes to the value exchange with brands. Read more »

    US Millennials Identify Their Favorite Brands

    October 20, 2014

    Moosylvania-US-Millennials-Favorite-Brands-Oct2014Source: Moosylvania

      Notes: Nike holds on to the top spot this year in Moosylvania's survey, beating out Apple and Samsung. Some surprising names - such as Walmart and Target - appear in the top 10, which doesn't feature Google, YouTube, or Amazon, which have previously been identified as being among Millennial's most-loved brands. Meanwhile, a follow-up survey from Moosylvania looking at what traits can endear brands with Millennials reveals that high-quality products trump brands that Millennials would recommend or that fit their personality. Read more »

      Weekend Reading, 10/17/14

      October 17, 2014

      comScore-Most-Important-TV-Content-Genres-Oct2014With the TV industry rocked by big news in successive days this week (standalone streaming services planned by HBO and CBS), it's well worth taking a look at what content is most important to pay-TV subscribers. According to a recently-released study [download page] from comScore, the two most important genres for pay-TV and non-pay-TV subscribers are news and prime-time shows. The real gap is for live sports, which pay-TV subscribers are twice as likely to consider important as their non-subscriber counterparts. Read more »

      What’s The Good and Bad With Lead Gen? Depends Who’s Asked.

      October 16, 2014

      360Leads-Impediments-to-Sales-Lead-Gen-Targets-Oct2014Fewer than 1 in 5 companies around the world (19% in the US) meet their sales lead generation targets, reports 360 Leads in a recently-released study. The research examines the use of various lead generation channels, finding that different groups rate them in different ways depending on their performance, size, and function. In fact, about the only thing that respondents agree on is that internal issues are an impediment to meeting targets. Read more »

      Most Helpful Content Types, According to B2B Executives

      October 16, 2014

      EconomistPeppercomm-Most-Helpful-Content-for-B2B-Audiences-Oct2014Source: Economist Group / Peppercomm

        Notes: Articles top the list of content forms that B2B executives have found most helpful for a business-related matter during the past 12 months, with 71% citing them among their top-3 most helpful. Next up are research reports or special reports (51%) and white papers or briefing papers (27%). These are not necessarily the most-used content forms, though; an accompanying survey of B2B marketers finds that while articles are the most common form of content created, newsletters and social media posts are next. Read more »

        Loyalty Rewards: Millennials Enticed by Hands-On Experiences

        October 16, 2014

        LoyaltyOne-Millennials-Hands-On-Rewards-Experiences-Oct2014Source: LoyaltyOne

          Notes: More than 8 in 10 US Millennials (18-29) report that they'd be more likely to shop with a grocer if they could redeem rewards or loyalty program points for a session or consultation with a chef or nutritionist, per LoyaltyOne's research, with that figure being significantly above the overall general population sample average of 69%. Meanwhile, more than three-quarters of Millennials said that a session with a technician or software expert would motivate them to shop more at the electronics dealer offering it as a loyalty reward. Read more »

          B2B Content Marketing: Executive and Brand Perspectives, Compared

          October 15, 2014

          EconomistPeppercomm-Successful-Content-for-B2B-Audiences-Oct2014How do business executives feel about content marketing - and do their perspectives align with content marketers' efforts? A recent study from the Economist Group developed in association with Peppercomm provides a host of fascinating insights, arguing that brand marketers are "missing the mark" by, well, marketing. Read more »

          Share of Time Spent Watching Original TV Series, by Platform

          October 15, 2014

          comScore-Original-TV-Series-Viewing-by-Platform-Oct2014Source: comScore [download page]

            Notes: Online Millennials (18-34) report spending two-thirds of their time watching original TV series on traditional TV, compared to 84% for online adults aged 35-54 and 90% for those aged 55 and up. Desktops and laptops are the next-most preferred platform for each group, accounting for an estimated 19% of time spent watching original TV series among Millennials. Overall, more than 8 in 10 Millennials and more than 9 in 10 adults aged 35 and older have watched original TV series on traditional TV during the past month, while close to half of Millennials have watched on desktops and laptops (44%) and tablets (49%). Read more »