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February 2013

39% of Inc. 500 Execs Say Social Has Been Unnecessary For Growth

February 28, 2013

CtrMktingRsrch-Social-Media-Contribution-Inc500-Growth-Feb201392% of the 2012 Inc. 500 companies use social media, ranging from popular tools such as LinkedIn (81%), Twitter (67%) and Facebook (67%) to emerging ones, such as foursquare (28%) and Pinterest (18%), according to a study released in January 2012 by the Center for Marketing Research at the University of Massachusetts Dartmouth. Interestingly, though, when executives from these fast-growing companies were asked how necessary social media has been for their growth, about 4 in 10 responded that social had been "somewhat" (24%) or "very" (15%) unnecessary. Read more »

QR Code Scanning Not Yet A Mainstream Activity For US Smartphone Users

February 28, 2013

Nielsen-Smartphone-Commerce-Activities-Feb2013Nielsen has released a report [download page] called "The Mobile Consumer: A Global Snapshot," in which it examines device penetration, activities, and advertising across 10 countries. Among the findings, 24% of American smartphone users surveyed during Q2 2012 reported scanning a barcode or QR code in the previous 30 days. Of the selected commercial activities, that ranked behind mobile banking (38%) and location-based services/GPS (48%) in use, but far ahead of NFC/mobile wallet use (3%). Read more »

Majority of Tablet Video Viewing Time Is Spent With Content 30 Minutes And Longer

February 28, 2013

Ooyala-Time-Spent-Watching-Online-Video-by-Device-in-Q42012-Feb2013In Q4 2012, 53.2% of time spent watching tablet video was with content running at least a half-hour in length, according to the latest quarterly video report from Ooyala. As the study notes, the increasing amount of time spent with long-form content signals more opportunities for mid-roll programming, which tends to have a higher completion rate than other ad types. It also suggests that viewers are moving from "online video" to "online television," per the report, and that has significance for advertisers. Read more »

6 in 10 CMOs Pleased With Their Company’s Marketing Excellence

February 28, 2013

TheCMOSurvey-Company-Marketing-Excellence-Ratings-Feb2013About 6 in 10 CMOs rate their company's marketing excellence as "strong" or better, while just 1 in 10 rate it as "weak" (8%) or "very weak" (2.3%), according to [pdf] the latest installment of The CMO Survey, conducted by Duke University‚Äôs Fuqua School of Business. On a 7-point scale of excellence (with 7 being "excellent, one of the best in the world"), marketers gave their organizations a mean rating of 4.5, slightly up from 4.4 in the prior edition of the survey, released in August 2012. Read more »

Radio’s Local Online Ad Revenues Grew by 22% Last Year

February 28, 2013

RABBorrell-Radio-Local-Online-Ad-Revenues-2003-2013-Feb2013Radio revenues from local online advertising increased by 22% last year to $370.7 million, slightly outpacing overall local online advertising growth of 20%, according to a study conducted by Borrell Associates on behalf of the Radio Advertising Bureau. Radio still accounts for just 2% share of the local online advertising market, which is largely controlled by pure play companies (46.2%) and newspapers (23.6%). Still, almost three-quarters of station managers believe that the internet holds significant potential for their stations. Read more »

January Web Traffic Trends: Jobs, Travel and Taxes On the Mind

February 28, 2013

comScore-Top10-Gaining-Web-Categories-bypercent-change-dec12-v-jan13-Feb2013Travel and a new job might well have featured on many Americans' New Year's resolutions, at least if online traffic trends can be used as a barometer. According to the latest data [download page] from the comScore Media Metrix, travel sites represented 3 of the top 10 fastest-growing site categories in January, as did career services & development sites. Still, tax season loomed largest, with tax sites experiencing an enormous 279% month-over-month change in unique visitors, the second consecutive month as the fastest-growing category. Read more »

CMOs to Rein in Traditional Ad Spend, Press on With Digital Marketing

February 27, 2013

DukeCMOSurvey-Marketing-Spending-Projections-Feb2013Despite consumer and marketer beliefs that traditional media advertising on the whole is more effective than online advertising, marketers continue to shift budgets away from traditional media and towards digital marketing channels, finds Duke University's Fuqua School of Business in its latest installment of The CMO Survey. Read more »

Ads Viewed During TV Shows Said More Effective When Watched Online

February 27, 2013

IABNielsen-Effectiveness-Metrics-TV-v-Online-Video-Feb2013Video ads viewed online during full episodes of TV shows have a higher impact than ads viewed on traditional TV or during short-form content online, finds Nielsen [pdf] in a study commissioned by the IAB and sponsored by Microsoft Advertising and Yahoo. The study comes on the heels of a report that Nielsen will be including broadband views in its TV ratings system, though the company has found similar results in previous studies dating back at least to 2010. Read more »

Inbound Marketers Attribute Web Traffic Gains to Blogging, SEO

February 27, 2013

HubSpot-Inbound-Marketing-Success-Factors-Feb2013In a study [pdf] using data from 5,048 customers and surveys from 236 professionals knowledgeable about their company's marketing strategy, HubSpot has found that virtually all of its customers experienced an increase in traffic since using HubSpot, with a plurality (25.1%) attributing that increase to blogging. SEO (18.9%) social media (16.9%) and email marketing (13.5%) also got the nod for traffic increases, although few said paid search ads (5.6%) were behind their gains. Read more »

Customer Experiences Seen Improving This Year

February 27, 2013

TemkinGroup-Customer-Experience-Ratings-2011-2013-Feb2013A new study [download page] of 246 companies by the Temkin Group finds that 37% achieved an "excellent" (4%) or "good" (33%) rating on the Temkin Experience Rating scale, a 9% point increase from last year, and a 21% point jump from 2011. To quantify customer experience, the researchers asked consumers to rate companies on a 7-point scale across the functional, accessible, and emotional aspects of their experiences. Read more »