Archives by date

February 2015

The Most Important Elements of the Digital Experience, Per UK Consumers and Marketers

February 27, 2015

EconsultancySitecore-Most-Important-Elements-of-Digital-Experience-in-UK-Feb2015Source: Econsultancy / Sitecore [download page]

    Notes: Ease of usage ("easy to find what you're looking for") counts as the most important aspect of a digital experience for both UK consumers and marketers, according to a recent study from Econsultancy in association with Sitecore. The study identified 17 aspects of the digital experience and used a maximum difference scaling technique to show how, on average, respondents would have allocated 100 points across all attributes. The results show that while both groups value ease of usage, marketers were far more likely than consumers to rate the importance of mobile optimization. Consumers, by contrast, valued useful and tailored information to a much greater degree. Read more »

    Customers Prioritize Service Over Price and Brand, CMOs Say

    February 27, 2015

    DukeCMOSurvey-Customers-Top-Priorities-Feb2015Source: Duke University's CMO Survey [pdf]

      Notes: CMOs narrowly give the edge to excellent service (23%) over product quality (22%) and a trusting relationship (21%) when it comes to their customers' top priorities in the next 12 months, according to the latest edition of the CMO Survey from Duke University's Fuqua School of Business. Over the past couple of years (analyzing only February editions of the bi-annual study), fewer CMOs have cited low price and brand as their customers' top priorities. Read more »

      Luxury. Which Brands Spring to Mind?

      February 26, 2015

      Shullman-Higher-Income-Consumers-Top-Luxury-Brands-Feb2015Higher-income adults (those with household income of at least $75,000) aged 18-68 tend to associate the word "luxury" with descriptive adjectives such as "expensive," "quality," and "high-end," according to a new brief from the Shullman Research Center set for release on Monday. However, not all generations hold the same ideas of luxury - and differences of opinion also abound in their top luxury brands. Read more »

      OTT Streaming Devices Overtake Tablets in Digital Video Ad Views

      February 26, 2015

      FreeWheel-Share-Digital-Video-Ad-Views-by-Device-Q42014-v-Q42013-Feb2015Tablets are popular devices for video viewing and have been for some time, but OTT streaming devices such as Apple TV and Chromecast have moved ahead in digital video monetization, reveals FreeWheel in its Q4 2014 Video Monetization Report [download page]. During the quarter, OTT devices accounted for 8% of ad views for professional, rights-managed video content, up from just 2% during the year-earlier period and moving ahead of tablets (7% share) in the process. Read more »

      Almost Half of Young Mobile Phone Users Report Regularly Comparing Prices In-Store

      February 25, 2015

      GfK-Mobile-Phone-Users-Regular-In-Store-Activities-Feb2015Source: GfK [pdf]

        Notes: 40% of mobile phone users surveyed across 23 countries claim to regularly compare prices while in-store, according to a GfK survey, with this activity slightly more prevalent among men (42%) than women (37%). Among age groups, 20-29-year-olds are the most likely (49%) to report regularly comparing prices using their mobile phones, with the 15-19 and 30-39 age brackets not far behind, each at 45%. Within the US, 37% of respondents claimed to compare prices in-store, slightly behind the global average. Read more »

        The Risks of A Wrong Purchase Decision, According to B2B Buyers

        February 25, 2015

        SAP-B2B-Buyers-Biggest-Purchase-Decision-Risks-Feb2015Source: SAP [download page]

          Notes: More than three-quarters of business buyers are concerned with wasting company money, and this counts as easily their single biggest risk among 5 identified in a recent SAP study. Of note, B2B buyers are more concerned with losing credibility internally than wasting their time. That result emphasizes the emotional nature of B2B buying, which has been found in previous studies. For example, a Google study released in 2013 discovered that perceived personal value has twice the impact of perceived business value for buyers across a range of business outcomes, while a study released last year by gyro and FORTUNE found a majority of business decision-makers saying that positive feelings such as ambition, hope, and desire for admiration are the most motivating to decisions in all business contexts. Read more »

          CMOs See Budget Hikes on the Horizon, But ROI Proof Remains Elusive

          February 24, 2015

          DukeCMOSurvey-Expected-Budget-Changes-Feb2015American CMOs are more optimistic about the overall economy than they have been in years, and with that optimism comes renewed enthusiasm with respect to marketing budgets, finds the latest edition of the biannual CMO Survey [pdf] from Duke University's Fuqua School of Business. Indeed, respondents expect budgets to increase by 8.7% over the next year, the highest percentage change forecast since August 2011. Read more »

          B2B Buyers’ Biggest Frustrations With Vendors

          February 24, 2015

          SAP-B2B-Buyers-Biggest-Frustrations-With-Vendors-Feb2015Source: SAP [download page]

            Notes: Business buyers report receiving an average of 64 approaches from salespeople every week, according to a recent SAP survey, so it may not be too surprising that the most commonly cited frustration they have with vendors is aggressive salespeople (48%). Closely behind, though, 46% cite frustrations with salespeople who lack relevant knowledge and subject matter expertise about their needs. As such, the report separately finds that salespeople are most likely to earn a buyer's trust by demonstrating high levels of knowledge about their products and services (74%) and the buyer's organization (52%). That's important, as respondents rated trust the single most important factor when buying from vendors, beating out experience and cost. Read more »

            US CMOs Still Report Making Little Use of Marketing Analytics

            February 23, 2015

            DukeCMOSurvey-Share-Budget-Spend-Marketing-Analytics-Feb2015US CMOs remain bullish about marketing analytics spending but appear to be failing to keep pace with their own projections, according to the latest installment of the CMO Survey [pdf] from Duke University's Fuqua School of Business. Indeed, while CMOs expect to almost double the share of their budgets spent on marketing analytics over the next 3 years (from 6.4% to 11.7%), current levels of spending are actually down. Read more »

            Radio Revenues Dipped Slightly in 2014

            February 23, 2015

            RAB-Radio-Revs-in-2014-Feb2015Source: Radio Advertising Bureau (RAB) [pdf]

              Notes: Increases in off-air (+16%) and digital (+9%) revenues were almost enough to offset decreases in spot (-3%) and network (-4%) revenues last year, as overall radio revenues slipped by 1% to slightly more than $17.5 billion, per the RAB. Auto dealers/dealer groups/manufacturers comprised the top-spending category, but cut spending by 2%. Four of the top 10 categories increased spending: #2 communications/cellular (+1%); #4 healthcare (+4%); #5 professional services (+4%); and #8 insurance companies (+3%). Meanwhile, AT&T ranked as the top-spending advertiser, followed by Comcast Xfinity Cable Services, T-Mobile, McDonald's and Verizon Wireless. Read more »