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Other Media, Cross-Media & Multi-Channel > Word of Mouth

User-Generated Content Boosts Purchase Confidence, Online Shoppers Say

June 23, 2017

User-generated content (UGC) has a strong influence on purchase decisions, according to a survey [download page] commissioned by TurnTo Networks and conducted by Ipsos. A slight majority of online shoppers surveyed noted that UGC is a very or extremely influential part of their purchase decisions, with the vast majority at least somewhat agreeing that it increases their purchase confidence. Read more »

Consumers Now Say They’re More Likely to Share Good Than Bad Experiences

June 21, 2017

In a reversal from past research (see here and here) consumers are more likely to share good experiences than bad ones, according to a recent Temkin Group survey. In fact, just 14% of the 10,000 US consumers surveyed said they were tight-lipped following a recent very good experience with a company, compared to 35% who didn't tell anyone following a very bad experience. Read more »

The Most Bothersome Aspect of Brand Marketing Is…

June 13, 2017

Consumers don't necessarily dislike advertising - in fact, in some instances they like it. But what really irks them most about brand marketing is false or misleading advertising, according to a new CMO Council study [download page] produced in partnership with Dow Jones. In fact, this is the single biggest bother with brand marketing, per the consumers surveyed, far ahead of irritating TV commercials and brands not keeping their promises. Read more »

Enterprise Organizations Tout Effectiveness of In-Person Events for Demand Gen

June 9, 2017

Marketing decision-makers working at organizations with at least 1,000 employees are seeing results from their event marketing efforts, per results from a survey from Certain [pdf]. More than three-quarters rated the effectiveness of their organizations a top-2 box on a 5-point scale when asked about driving business results such as demand generation and pipeline acceleration from in-person events. Read more »

Loyalty Programs Continue to Affect Shopping Behavior, Members Say

May 31, 2017

Member satisfaction with loyalty programs is gradually rising but could still use improvement, according to the latest annual "Loyalty Report" [download page] from Bond Brand Loyalty. Some 46% of respondents to the survey report being "very satisfied" with their loyalty programs, up a couple of points from last year's study, with financial programs earning the highest level of satisfaction from US members. Read more »

Inbound Marketing Prioritizes SEO as Traffic Generation Proves Challenging

May 22, 2017

Proving ROI has long been a top challenge for marketers. But marketers participating in HubSpot's latest annual State of Inbound report [download page] have bigger fish to fry: generating traffic and leads. In fact, growing traffic is not only a bigger challenge than proving ROI, it's also a bigger priority. Read more »

Top 10 Marketing Charts of the Month – April 2017

May 19, 2017

This month's quick-hit set of top charts includes the following topics: traditional TV viewing trends and live vs. OTT viewing; Netflix vs. cable-TV subscriber count; biggest video ad challenges; youths' purchase influencers; teens' top social platforms; businesses' use of social listening tools; marketing ROI headaches; most important PR trends; and fastest-growing e-commerce categories. Read more »

When Boomers Buy Alcohol, They Typically Have A Specific Brand in Mind

May 19, 2017

While roughly three-quarters of Boomers (76%) and Millennials (73%) plan their alcohol purchases ahead of time, some 18% of Boomers (vs. 11% of Millennials) buy impulsively and 16% of Millennials (vs. 7% of Boomers) say they're reminded while shopping in stores, according to data released by Nielsen. More than half of Baby Boomers (52%) say they have a specific brand in mind when making a shopping trip, compared to only one-quarter of Millennials. Read more »

Social Recommendations Top TV Ads in Purchase Influence for Youth

April 3, 2017

Recommendations from friends and family members have long held the most influence in consumer buying decisions, as evidenced by MarketingCharts' own primary research. New data from Deloitte indicates that such recommendations continue to wield great influence - but what about when recommendations come online from social media circles? Read more »

Online Radio and Podcast Audiences Continue to Broaden

March 21, 2017

Some 61% of Americans aged 12 and older this year report listening to online radio on a monthly basis, and 87% of those listeners (53% of respondents overall) listen on a weekly basis, per the latest edition of the annual Infinite Dial report [pdf]. Both monthly and weekly online radio listening have grown across age groups, with weekly reach up by a third among the 55+ group (32%, from 24%). Read more »