Archives by date

July 2012

Relevant Content, Referrals Build Branded Customer Communities

July 31, 2012

incyte-appealing-activities-branded-customer-communities-july2012.pngCustomers are drawn to branded customer communities by their content and that content's relevance to them, per July 2012 survey results [download page] from Incyte, sponsored by Get Satisfaction. The most popular activities respondents indicated they would likely engage in include reading content (27.3%) and following posts (18.8%), while the top reasons for participating in a community are to get more information quickly (32.3%) and more answers from consumers like themselves (21.3%). Read more »

3 in 10 Online Video Viewers Open to SocNet Mining for Relevant Ads

July 31, 2012

performics-attitudes-to-online-video-ads-july2012.pngAmong active social network users who watch videos online, 30% are willing to allow streaming video sources to mine their social networking information to provide relevant ads, according to a study released in July 2012 by Performics. Fathers are the most receptive (43%), with mothers also slightly above average (31%). Other men (e.g., bachelors, husbands without children - 27%) and other women (23%) are the least receptive. Read more »

Public Radio Listeners Want Info First; Are Rapid Tech-Adopters

July 31, 2012

jacobsmedia-public-radio-liseners-reasons-for-listening-to-am-fmradio-july2012.pngPublic radio listeners turn on the radio first and foremost to stay informed about the news, finds Jacobs Media in a study of more than 30,000 public radio listeners from 49 public stations, released in July. 63.3% of respondents said that a main reason for listening to AM/FM radio is to stay informed about the news. Of note, Americans trust public TV and radio more than any other information channel, per results of an Allstate and National Journal survey from June. Read more »

Travel Advertisers Using Mobile Campaigns to Drive App Downloads

July 31, 2012

millenial-media-travel-campaign-action-mix-q1-july2012.pngTravel advertisers on the Millennial Media mobile network are primarily using mobile advertising to drive downloads of their applications, according to the latest Scorecard for Mobile Advertising Reach and Targeting (SMART) report. Application downloads accounted for 59% of the post-click campaign action mix for travel advertisers in Q1, 17% points higher than the 42% average for the top 250 campaigns on the platform. Read more »

Consumers Not Keen on SocNets for Product Research

July 30, 2012

incyte-destinations-purchase-decision-support-july2012.pngCompany websites, somewhat unsurprisingly, are the primary online destination for information that supports a consumer purchase decision, according to [download page] July 2012 survey results from Incyte, sponsored by Get Sastisfaction. Interestingly, respondents were more likely to say they visit a branded customer community than a social network (27.3% vs. 23.2%) when researching products or seeking customer service. Read more »

SocNet Users Most Responsive to Brand Offers Reposted by Friends

July 30, 2012

performics-socnet-users-response-to-brand-offers-july2012.pngSocial network users who like or follow companies or products are most likely to respond to brand offers that are reposted by a friend, and least likely to respond to those in an ad on the social network, according to a July 2012 survey from Performics. Three-quarters of the respondents said they were very (33%) or somewhat (42%) likely to respond to a brand offer reposted by a friend, compared to 54% who would be at least somewhat likely to respond to an ad. Read more »

Holiday Emails Increase; “Coupon” Top Keyword for Opens in ’11

July 30, 2012

epsilon-top-10-holiday-email-keywords-by-open-rate-july2012.pngMore than 13% of the major online retailers tracked by The Retail Email Blog in July referred to Christmas or the holidays, a higher proportion than in any of the prior 6 years. According to a new report [download page] from Epsilon, as the holiday season nears, retailers may want to rethink their subject lines, as the most popular keywords used during the 2011 season did not drive the highest open rates. Read more »

Back-to-School Shoppers Eye Item’s Value, Necessity

July 30, 2012

npd-back-to-school-shopping-decisions-july2012.png79% of back-to-school shoppers will look at an item's value when deciding whether or not to purchase it, according to July 2012 survey results from The NPD Group. This is the top factor driving their purchase decisions, though it is down from 82% last year. 56% say they will buy an item because it is required, up from 45% last year. Read more »

Paid Search ROI High for Tablets; Device Owners Responsive to Ads

July 27, 2012

adobe-us-paid-search-metrics-in-q22012-july2012.pngDespite having lower cost per click (CPC) rates than PCs, tablets offered a 68% higher ROI than PCs for US search advertisers in Q2, based on 20% higher conversion rates, according to a July 2012 report from Adobe. Overall, search spend increased on a year-over-year basis for PCs, tablets, and smartphones, with smartphones offering a slightly higher ROI than PCs. Read more »

Digital Tactics Most Popular For B2B Marketing

July 27, 2012

sagefrog-popularity-of-b2b-marketing-tactics-july2012.pngThe most popular marketing tactics used by B2B companies are digital, according to [pdf] a survey released in July 2012 by Sagefrog Marketing Group. When asked which of 16 common marketing tactics they use, 94% of B2B marketers pointed to websites, followed by email (76%), social media (68%), and SEO (58%). Read more »