Weekend Reading, 3/20/15

Nielsen-Influence-Corp-Reputation-Opinion-Elites-Mar2015Reputation matters to a majority “opinion elites” in the US, with 54% reporting having decided to not to do business with a company because of something they learned about how it conducts itself, according to recently-released survey results from Nielsen. In fact, “opinion elites” from the US were more likely than those from any other of the 16 countries surveyed to have stopped doing business with a company on account of its reputation, significantly outpacing the global average of 37%.

Overall, almost 7 in 10 “opinion elites” in the 16 countries tracked said that more so than in the past, they proactively try to learn more about the companies they hear about or do business with. Some 54% increasingly hear of what’s going on with companies through social media, although fewer (39%) said that in some ways they trust that information more than the information they see elsewhere. In each case, the percentages were higher for “opinion elites” in emerging than developed markets.

“Opinion elites” met the following criteria: aged 18+; follow national business issues closely; highly informed about those issues; and regularly participate in influential behaviors.

The following list highlights some other intriguing data points from recently-released research.

  • NetBase has conducted by Influence Central.
  • Sticking with retail, an Accenture survey [pdf] finds that while almost 6 in 10 consumers say they want real-time promotions and offers, just 1 in 5 want retailers to know their current location, and even fewer (14%) want to share their browsing history. Personalization tactics viewed as too personal by a significant share of respondents include: retailers giving them feedback from their friends online (52%); retailers suggesting not to buy items online outside their budget at big ticket destinations (46%); and store associates who can provide in-store recommendations based on their family health issues (42%).
  • Switching gears, the 80 CMOs surveyed by Simulmedia and the CMO Club estimate that digital spending has grown from 10% of their overall ad budgets to 24% over the past 3 years, and should rise to 36% in the next 3 years. That trend towards digital spending has been noted over several years by Duke University’s CMO Survey. Separately, the CMO Club survey also shows that a majority (54%) of respondents are supplementing their TV ad buys with digital video, and 52% have differing expectations for the platforms.
  • As for video ads, a Facebook-commissioned study conducted by Nielsen reports a lift in brand metrics (ad recall, brand awareness and purchase intent) for consumers who were exposed to an ad for even less than a second. Of course, ad recall would be higher after seeing the ad, even for just a moment; the lift in purchase intent was considerably lower… Each metric showed increasing lift the longer consumers watched the ad, as expected.
  • The long-term impact of TV ad spending remains twice as high as the short-term sales effects, according to a Nielsen Catalina Solutions update of a seminal study, as reported by Ad Age. Of note, the long-term impact appeared to be larger for the smaller CPG players studied. More on TV advertising in MarketingCharts’ report on the topic, found here.
  • The Mobile Marketing Association has a study of its own on ad effectiveness. Unsurprisingly (though not implying without merit), the report finds that tilting the ad spend mix more towards mobile would result in higher campaign ROI. More details about the study and its methodology here.
  • Finally, WordStream has a new analysis of the most expensive keywords in Bing Ads, with terms related to the legal profession topping the list: lawyers ($109.21); attorney ($101.77); and structured settlements ($78.39).

Have a great weekend!