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Consumer Spending Trends: Deal-Seeking Behavior Prevalent

July 25, 2014

Gallup-Consumer-Spending-and-Saving-Trends-July2014Consumers are more likely to be found shopping around for deals than making impulse purchases and going shopping just for fun, details Gallup in newly-released survey results. Some 83% of respondents reported having purchased generic or store brand goods during the 4 weeks prior to the survey, while roughly 6 in 10 reported having shopped at more than one store for similar items to get the best deal (61%) and having gone online to compare prices and find the best deal (59%). Read more »

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US Marketing Research Industry Seeing Pre-Recession Levels of Activity

July 25, 2014

MRA-US-Marketing-Research-Activity-Index-Q42007-Q12014-Jul2014

    Source: Marketing Research Association
      Notes: Business activity in the US marketing research industry just turned in "the most positive 12 month period in the history" of the MRA's report, which dates to the 4th quarter of 2007. The Research Industry Index (RII), an indicator of business activity in the industry, posted a score of 100 in Q1 2014, the 4th consecutive quarter of 100 or higher. Given that Q4 2007 is the baseline, that means that activity is back at pre-recession levels.
        Related: 77% of Market Intelligence Users Say Their Investments Have Paid Off Read more »

        The Best Times to Prospect to IT Executives

        July 24, 2014

        LeadJen-Best-Day-of-Week-Reach-IT-Prospects-July2014It takes a substantial amount of persistence to get a qualified appointment with an IT executive, details a study by LeadJen [download page] of lead generation campaigns targeting lists of IT executives over a three-year period from 2011 through 2013. The analysis indicates that it takes 222 calls or emails on average to secure a qualified appointment, more than the 169 on average it takes to reach marketers. Analyzing appointment-setting by time of year, week, and day, the study offers some insights into the best times to prospect to IT executives. Read more »

        How CMOs and CIOs Feel About Collaboration

        July 23, 2014

        Accenture-CMO-Perspectives-IT-Collaboration-July2014Last year, 44% of global CMOs surveyed by Accenture felt that there was no need for alignment with CIOs. This year's Accenture study of the CMO-CIO relationship finds a rapprochement of sorts, with 83% of IT executives feeling a need to align and interact with marketing (up from 77% in 2012) and 69% of marketing executives feeling the same way about IT (up from 56% in 2012). But while many see the relationship improving, 45% of CMOs believe more collaboration is needed, and some problems persist. Read more »

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        Which Practices Are B2B Content Marketers Focusing On?

        July 22, 2014

        ForresterBMAOMI-B2B-Content-Marketing-Practices-July2014Only 1 in 7 B2B marketing leaders believe that their content marketing efforts have very effectively delivered business value during the past 12 months, with a slight majority 51% feeling instead that their efforts have only been somewhat effective, finds a recent study [download page] from Forrester Research, the Business Marketing Association (BMA), and the Online Marketing Institute (OMI). Part of the problem identified in the study is an outsized focus on content production that isn't optimized for the buyer's full journey. Read more »

        US Brand Buzz Rankings in H1 2014

        July 21, 2014

        YouGov-Top-US-Buzz-Rankings-for-H1-2014-Jul2014

          Source: YouGov
            Notes: Amazon topped the buzz rankings for the first half of this year, continuing its success from last year, when it also led the word-of-mouth rankings. In other notable results, Netflix made the list for the first time (#5), Samsung (#6) edged Apple (#8), which had not made the list in 2013, and Google (#10) returned to the list after an 18-month hiatus. Meanwhile, Carnival topped the most-improved list, which also included Facebook at #3. Read more »

            World Cup 2014 Sponsors and Viewership Data (Updated)

            July 18, 2014

            AceMetrix-World-Cup-TV-Ads-Performance-July2014With the World Cup over, it's time to take a look back at some of its key themes for marketers. How did sponsors' ads fare? How much buzz was there on social media? (Hint: a lot.) Which brands picked up the most followers on social media? The data suggests that while it was an exciting event for viewers, sponsors came out with mixed results. For example, World Cup-related TV ads tended to resonate only with those interested in the event, and while almost half of the most-shared video ads so far this year are related to the event, non-sponsors tended to see more activity than sponsors. Read more »

            Majority of Business Decision-Makers Say Human Insights Should Precede Analytics

            July 17, 2014

            gyroFORTUNE-Human-Factor-Decision-Making-July2014Despite all the advances made by analytics, a majority 61% of US business decision-makers believe that human insights should precede hard analytics when making decisions, according to survey results [download page] from gyro and FORTUNE Knowledge Group. What's more, a near-equal 62% say it's often necessary to rely on "gut feelings" when making decisions, and that soft factors should be valued as highly as hard factors. The findings bring to mind a recent study in which 3 in 4 business leaders said they trust their own intuition when making decisions. Read more »

            The 10 Most – and Least – Respected Corporate Brands

            July 16, 2014

            CoreBrand-Most-Least-Respected-Corporate-Brands-July2014

              Source: CoreBrand [pdf]
                Notes: Coca-Cola tops CoreBrands' list of most respected brands, breaking last year's tie with PepsiCo, which came in second this year. IBM, Apple and GE each broke into the top 10 this year, with IBM benefiting from greater familiarity (the rankings are based on familiarity and favorability scores). Meanwhile, Delta Airlines is this year's least-respected brand, suffering from low favorability scores despite high familiarity. This year, Philip Morris fell off the least-respected list, no longer qualifying due to a drop in familiarity. Read more »

                TV Binge-Viewers Hold Mixed Attitudes to Advertising

                July 16, 2014

                Annalect-TV-Binge-Viewers-Attitudes-to-Ads-July2014Roughly 6 in 10 binge-viewers (defined as TV viewers who watch at least 3 episodes of the same TV show in one sitting) agree that they enjoy binge-viewing because they don't have to watch ads, and slightly more than half think that ads have no place in the binge-viewing experience, finds Annalect [download page] in newly-released survey results. At the same time, binge-viewers responding to the survey were twice as likely as those who don't binge-view to say they often discuss ads with their friends and family and share ads via social media, suggesting that they are receptive to advertising in general. Read more »