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August 2015

Top 100 B2B Advertisers’ Spending Trends, by Medium

August 31, 2015

KantarAdAge-B2B-Top-100-Advertisers-Spending-Trends-in-2014-Aug2015Source: Kantar Media / Ad Age

    Notes: The top 100 B2B advertisers increased their ad spending by 0.9% in 2014, while B2B advertisers as a whole kept their spending flat for the year, reports Ad Age, based on Kantar Media data. With an estimated $4.8 billion spent on B2B ads last year, the top 100 advertisers accounted for almost half of the total $10.2 billion spent by B2B advertisers. (These figures include only display ad spend for online advertising.) TV's share of measured ad spend among the top 100 advertisers increased from roughly 57% share in 2013 to 61% share last year. Read more »

    CMOs Continue to Report Low Usage of Marketing Analytics

    August 31, 2015

    CMOSurvey-Use-Contribution-Marketing-Analytics-Aug2015Source: The CMO Survey [pdf] (Duke University's Fuqua School of Business)

      Notes: Just 31% of projects use available or requested marketing analytics, well within the 29-37% range seen over the past 3-and-a-half years, according to US CMOs responding to the latest edition of The CMO Survey. B2C product companies appear to be leading the pack in usage of marketing analytics, however, at twice the rate of their B2B product counterparts (45.6% vs. 22.8%). B2B product companies also give the highest rating to marketing analytics' contributions to their firms' performance. Read more »

      Friday Research Wrap, 8/28/2015

      August 28, 2015

      Experian-Email-Volume-Growth-Trends-Q2-2012-Q2-2015-Aug2015Brands aren't easing up on their email activity, with average volume across industries increasing by 16.1% year-over-year in Q2, per Experian Marketing Services' latest quarterly benchmark report [download page]. That marks the 11th quarter of increases and the 10th consecutive quarter of double-digit volume increases. In this latest quarter, consumer products and services (+20.7%) and multi-channel retailers (19%) led in year-over-year volume growth, followed by business products and services (15.6%). Read more »

      Which Industries Lead in Consumer Perception?

      August 28, 2015

      Gallup-Consumer-Ratings-Industries-Sectors-Aug2015Source: Gallup

        Notes: The computer industry enjoys the best reputation with consumers, per Gallup, with 69% having a positive view of it versus just 10% with a negative view. The resultant net rating (% positive minus % negative) of +59 points is almost double-digits ahead of restaurants (+50), the next-highest rated. Some other industries with strong net positive perception include travel (+37), retail (+34), automotive (+27) and publishing (+20), while TV and radio (+12) and advertising and public relations (+7) sit further down the list but still in the green. Read more »

        Online Customer Reviews Remain Highly Influential in Consumers’ Local Business Decisions

        August 27, 2015

        BrightLocal-Use-of-Online-Customer-Reviews-Aug2015North American consumers are increasingly reading online customer reviews to determine if a local business is a good business, though maybe not quite with the same frequency as last year, according to BrightLocal's latest annual Local Consumer Review Survey. The survey - fielded among 2,354 US (90% share) and Canadian (10%) consumers - finds that 92% at least occasionally read customer reviews to judge a business, up from last year's 88% and 71% in 2010. Read more »

        CMOs: Marketing Budget Growth Expected; ROI Problems Persist

        August 27, 2015

        DukeCMOSurvey-Expected-Budget-Changes-Aug2015CMOs in the US expect marketing budgets to rise by 5.5% in the next 12 months, according to the latest edition of the biannual CMO Survey [pdf] from Duke University's Fuqua School of Business. While CMOs' level of budget optimism is weaker than in the February edition of the study (+8.7%), it's stronger than in August 2014 (+5.1%) and 2013 (+4.3%). Read more »

        Demographics of Social Networking Platform Users

        August 26, 2015

        Pew-Demographics-Social-Media-Users-Aug2015Source: Pew Research Center's Internet & American Life Project

          Notes: Facebook remains the most popular social platform, used by 72% of connected adults, reports the Pew Research Center as part of a recent study. The study breaks down the demographics of 5 major platforms, with some interesting results. Among the highlights: Pinterest's continuing strong skew towards women; Instagram's high usage among Blacks and Hispanics; and LinkedIn's above-average adoption among higher-income respondents.
            Related: [Debrief] US Media Audience Demographics Read more »

            Customer Satisfaction With Automobiles Drops to Lowest Point Since 2004

            August 26, 2015

            ACSI-Customer-Satisfaction-Automobiles-Aug2015Source: American Customer Satisfaction Index (ACSI) [download page]

              Notes: Customer satisfaction with automobiles has dropped 3 points this year to an index of 79 on the ACSI's 100-point scale, marking its third consecutive year of declines and the lowest rating since 2004 (also 79). In fact, just 2 of the 27 nameplates tracked (Honda Acura and BMW) improved their satisfaction rating from last year. The report traces the drop to higher recalls, with car owners reporting a 40% increase in recalls compared to Q2 2014. Read more »

              Mobile Email Engagement Grows

              August 25, 2015

              Yesmail-Email-CTO-Rates-Desktop-v-Mobile-Q22013-Q22015-Aug2015Mobile devices have represented the majority of email opens for some time now, but studies have shown that PC users tend to click more than mobile users. That may now be changing, according to the latest quarterly report [download page] from Yesmail. Read more »

              Ad Creative’s Top Challenge? Better Understanding Consumers

              August 25, 2015

              CRNInternational-Biggest-Obstacle-Quality-Ad-Creative-Aug2015Most brand managers and ad agency personnel believe that the quality of creative work in today's advertising is generally good, finds CRN International in a recent survey [pdf] of 124 respondents working in corporate/brand marketing (54% share) and agency/marketing services (46%). Yet respondents were less likely to rate the quality of the creative at their own brand as being good or excellent. Read more »