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B2C Marketers Try to Stand Out From the Crowd to Acquire Customers

14 Nov 2018 14:30


Eight in 10 digital marketers are feeling greater pressure this year than last to meet acquisition and revenue goals, and many feel that they’re “running on a never-ending hamster wheel.” So finds SheerID in a survey [download page] fielded by WBR Insights among leaders of customer acquisition hailing mostly from B2C companies generating at least… Read More »

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B2B Marketers Focus on Early-Stage Content

14 Nov 2018 14:00


Nearly half (47%) of the content created by B2B marketers in 2018 was created for the early stage of the buyer’s journey, according to a recent study [PDF] from the Content Marketing Institute. Creating content targeted at the top of the funnel aligns with the reasons given by survey respondents as to why they use… Read More »

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Free Report: Global Email Deliverability Benchmark

13 Nov 2018 15:59


[Sponsored by Return Path] Email marketers have had a busy year. With GDPR coming into effect and mailbox providers like Gmail, AOL, and Yahoo making changes to their platforms and infrastructure, there has been no shortage of challenges. Even with all of these changes, overall deliverability is improving. Globally inbox placement has risen five percentage… Read More »

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US Consumers’ Attitudes Split on TV Advertising; No Effect Seen on Service Choice

13 Nov 2018 14:30


Broadband consumers in the US are as likely to not mind advertising on TV (36.7%) as they are to dislike it (36.5%), according to a Q3 2018 survey from Ampere Analysis. The relative acceptance of advertising on TV among consumers in the US (and UK) stands in contrast to respondents in other countries, who tend… Read More »

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B2B Marketers Are Having Difficulties Implementing Analytics Technologies

13 Nov 2018 14:00


Most marketers today are working on implementing necessary marketing technologies at their organization, according to a new Ascend2 report [download page], which finds that their martech strategies revolve primarily around increasing ROI and improving marketing efficiency. But while marketers are confident that their strategies will put them on the path to success, they are facing… Read More »

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85% of Millennials Say They’ve Made A Purchase After Viewing A Marketing Video

12 Nov 2018 14:30


Video marketing has been growing in popularity in recent times, and new statistics from a Brightcove study provide some reasons why that’s the case. Fully three-quarters (76%) of the almost 4,500 adults surveyed in the US, UK and Australia report having made a purchase after viewing a marketing video. The results bring to mind earlier… Read More »

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Digital Marketers Forecast Increased Spend on Amazon Ads, But Challenges Remain

12 Nov 2018 14:00


Amazon is poised to become the third-largest advertising platform in the US this year, and new survey results [download page] from Third Door Media indicate that marketers have plans to dedicate more of their budgets to it in the coming year. Of the 681 digital marketers and advertisers surveyed for the report, about half (49%) are… Read More »

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Almost Half of Consumers Report Having Abandoned A Customer Feedback Survey. Why?

9 Nov 2018 14:30


Some 44% of consumers across the US, UK and Australia say they’ve abandoned a customer feedback survey without completing it, according to a recent study from Medallia [download page]. The report suggests that survey design – and the channels through which feedback can be transmitted – are areas of potential improvement. Easily the most common… Read More »

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Google Owns the Three Most Popular Tools For Leading SaaS Businesses

9 Nov 2018 14:00


Beating out the likes of Facebook, Amazon and Microsoft, Google tools are more prevalent in large, high-performing SaaS businesses. Their products, Google Tag Manager, Google Analytics and G Suite are the top 3 tools used by SaaS businesses, according to a study by Drift [PDF] of the 100 companies featured in the Forbes’s “Cloud 100”.… Read More »

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C-Suite Execs See Tech Disruption As More Opportunity Than Threat

8 Nov 2018 14:30


Fully 71% of C-suite executives around the world believe that artificial intelligence (AI) will be a game-changer for economic growth and competitiveness, according to a report from A.T. Kearney [pdf]. That type of optimism surrounding emerging technologies is apparently quite pervasive, according to separate results from the study. Asked to identify their top-3 external environment… Read More »

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Mobile App Developers Say Social Media’s Their Primary Marketing Channel

8 Nov 2018 14:00


User acquisition is the primary goal of app marketers, although retention is certainly a challenge that also needs to be overcome. So how are app developers and marketers going about encouraging downloads? The 2018 App Marketing Survey from The Manifest finds that social media is the marketing channel that is relied on the most. The… Read More »

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B2B Marketers Increasingly Integrate Traditional Demand Gen and ABM Processes

7 Nov 2018 14:30


B2B marketers continue to largely prioritize traditional demand generation over account-based marketing (ABM) efforts, although the trend seems to be towards greater integration of the two, according to a Demand Gen Report (DGR) study [download page]. This year 38% of respondents reported having integrated their demand gen and ABM processes to streamline marketing efforts, up… Read More »

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Companies Struggle to Understand the External Costs for Marketing Technology

7 Nov 2018 14:00


Marketers are prolific adopters of technology, but it appears that the companies they work for do not understand the external costs of connecting it all. This is according to findings from a new study [download page] from Sitecore and Econsultancy. Close to half (47%) of the marketers surveyed report that their company has a poor… Read More »

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Parents Are Active Online Shoppers, Subscription Box Service Customers

6 Nov 2018 14:30


The frequency with which US consumers make purchases online is growing, says Pitney Bowes in its 2018 Global Ecommerce Study [pdf]. Indeed, 30% of US respondents this year report shopping online at least weekly, a considerable uptick from 19% last year. What’s clear from the results is that it’s not only youth who are the… Read More »

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National TV Advertising Revenues Remained Flat During the 2017-2018 Season

6 Nov 2018 14:00


National TV advertising spending stood at $45.5 billion during the 2017-2018 Broadcast Season when excluding the impact of the Winter Olympics and World Cup, with that figure unchanged from the previous year, reveals Standard Media Index (SMI) in recently-released data. For now, TV ad revenues are staying steady despite digital advertising’s continued encroachment and declining TV… Read More »

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Latest Teen Survey: Instagram Looks Like It’s Gaining Ground on Snapchat

5 Nov 2018 14:30


Snapchat has reigned supreme as teens’ favorite social platform for a couple of years now, according to Piper Jaffray’s semi-annual teen surveys. But Snapchat’s rise may be cooling off, and Instagram may be seeing renewed interest from teens, per the latest results. Asked their favorite social media platform, almost half (46%) of the 8,600 teens… Read More »

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Here’s A Look At the Tech Platforms And Tactics In Use by B2B Marketers

5 Nov 2018 14:00


B2B marketers are expressing confidence in their sophisticated use of web analytics but have a ways to go in adopting customer data platforms. So finds Dun & Bradstreet in its 2019 Data-Driven Marketing & Advertising Outlook survey [download page], conducted by Adweek Branded among 237 B2B marketers. The results indicate that virtually all B2B marketers… Read More »

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Organic Search’s Share of Site Visits Stabilizes

2 Nov 2018 13:00


Under pressure from a greater number of search ads and the rise of social platforms, organic search’s contribution to brand site visits has been falling over the past couple of years. But that appears to have stabilized in recent quarters, according to new data from Merkle [download page]. Merkle’s Q3 2018 Digital Marketing Report reveals… Read More »

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B2B Adoption of Programmatic Advertising Levels Off, but Spending to Increase

2 Nov 2018 12:45


B2B marketers’ use of programmatic advertising may be reaching a plateau, but not so their spending on programmatic, says Dun & Bradstreet in its 2019 Data-Driven Marketing & Advertising Outlook [download page]. The survey of 237 B2B marketers – conducted by Adweek Branded last month – found that 61% of respondents will increase their spending… Read More »

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“Global Business Influencers” Rely on Intuition As Well As Logic

1 Nov 2018 13:30


Global Business Influencers represent less than 1% of the population, but are an important target for B2B marketers, considering their spending power and control over company budgets. So says Ipsos in a recent report [pdf] on these senior business people in medium and large companies. The study, based on a survey of 1,430 Global Business… Read More »

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Agencies’ Snapchat Ad Spend Primarily Directed to SnapAds

1 Nov 2018 13:00


Snapchat advertising spend by national marketers was projected to have increased by 10% in Q3 and by 8% through the first 9 months of the year, according to recent figures from Standard Media Index, which sources its data directly from the invoices of 5 of the 7 major media holding companies and leading independent agencies.… Read More »

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Here Are Some Characteristics of Top-Performing B2B Content Marketers

31 Oct 2018 13:30


Some 27% of B2B content marketers in North America rate their organization’s overall level of content marketing success as “extremely” (4%) or “very” (23%) successful, while 22% rate it as “minimally” (20%) or “not at all” successful (2%), per research from the Content Marketing Institute. So what are the former doing that the latter aren’t?… Read More »

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Cable TV’s in the Rearview Mirror for Teens, as YouTube Gains Greater Prominence

31 Oct 2018 13:00


Teens continue to say they’re gravitating away from cable TV as a part of their daily video diet, according to the latest semi-annual teen survey from Piper Jaffray. The 8,600 teens surveyed estimated spending less than one-sixth (16%) of their daily video time watching cable TV, down from 23% a year earlier. The results are… Read More »

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MarketingCharts’ 2018 Reader Survey

30 Oct 2018 15:15


Hi readers – we’re running our latest reader survey and would appreciate your input! We know you’re inundated with survey invitations (as we are), but if anyone recognizes the power of research, it should be us – and you! So while it is a significant ask, we’d really appreciate it if you could offer us… Read More »

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Instagram Stories Picking Up More of the Platform’s Ad Spending

30 Oct 2018 13:30


Instagram has been getting meaningful ad spend relative to Facebook in recent months, and new data from Marin Software again indicates that it’s becoming a more important part of Facebook’s monetization strategy. In Q3, Marin indicates that its client advertisers spent 14.8% of their total Facebook spend on Instagram, more than double the proportion (6.5%)… Read More »

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B2B Salespeople Say They Get the Best Results From Referrals

30 Oct 2018 13:00


Word-of-mouth is the most powerful purchase influencer for consumers – and it works in B2B too. A new study [download page] from ValueSelling Associates finds salespeople pointing to referrals as the most effective method for reaching prospects, far ahead of any other method. Getting targeted prospects to engage is the top B2B demand generation challenge,… Read More »

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Gen Z’s Preferred Social Apps Vary by Activity; Instagram’s Tops for Following Brands

29 Oct 2018 13:30


Sure, teens aren’t that into Facebook anymore. But it still serves some purpose to them, according to the State of Gen Z report [download page] from the Center for Generational Kinetics. As is stands, teens prefer different apps for different purposes, and Facebook is the go-to for creating and checking group events. As for posting… Read More »

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Does Marketing “Own” The Customer? For Most, Yes.

29 Oct 2018 13:00


A majority of marketers and digital professionals agree that the marketing function within their business “owns” the customer, according to an Econsultancy report [download page] sponsored by SAP Customer Experience. The study links assignment of ownership of the customer with customer data responsibility in the organization. Indeed, fully 88% of customer data “leaders” agree that… Read More »

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How Sophisticated Are Digital Content Strategies and Efforts?

26 Oct 2018 13:30


Content and digital marketers have buy-in for their efforts, that much can be said. Fully 86% either agree (50%) or somewhat agree (36%) that executive leadership fully supports and invests in using content to achieve business goals, according to Altimeter’s “2018 State of Digital Content” report [download page]. And about 8 in 10 are sophisticated… Read More »

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These Are the Insights Marketers Want From Their Media Buying Partners

26 Oct 2018 13:00


Digital advertisers want more control of their own data. Such is the word from new Sizmek research [download page], in which 84% of marketers surveyed are prioritizing being data self-sufficient – or at least working towards that – over the next year. Moreover, 9 in 10 (88%) want to own the data created from their own… Read More »

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Consumers Widen Auto Brand Consideration Set During Purchase Journey, Then Develop “Tunnel Vision”

25 Oct 2018 13:30


Rather than narrow, the number of car brands considered by shoppers actually doubles throughout the shopping journey, reveals Nielsen in its Auto Marketing Report 2018 [download page]. Although car shoppers’ path to purchase begins with 2-3 brands under consideration, by the time they’re actively searching and ready to buy that list has expanded to 5.… Read More »

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US Adults’ Trust in Mass Media Rises Again

25 Oct 2018 13:00


Almost half (45%) of American adults now trust the mass media, representing an uptick from 41% last year and a low of 32% in 2016, per survey results from Gallup. Although trust in the mass media hasn’t recovered to levels observed in the late 1990s and early 2000s, it is now higher that at any… Read More »

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The Most Successful B2B Content Marketers Are Putting Their Audiences’ Needs First

24 Oct 2018 13:30


A majority of B2B content marketers in North America have increased their spending on content creation in the past 12 months, according to the latest annual study of B2B content marketing from the Content Marketing Institute and MarketingProfs. The survey indicates that the vast majority of successful content marketers are putting their audiences’ needs first… Read More »

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More Marketers Are Moving Agency Business In-House. Why?

24 Oct 2018 13:00


In-house agency penetration is growing “dramatically,” says the ANA in a new report. Some 78% of client-side marketers who are members of the ANA report having an in-house agency this year, almost doubling the rate (42%) from a decade ago. And just 12% of respondents both lack such an agency and have no interest in… Read More »

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Improving Measurability is Proving Difficult for Digital Marketers

23 Oct 2018 13:30


Marketers can tend to feel that they have an easier time measuring ROI for digital than offline channels. After all, measurability is one of the key attractions of digital marketing. Yet that doesn’t mean that it’s necessarily easy. In a new survey from Ascend2 [download page], improving the measurability of digital marketing results emerges as… Read More »

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1 in 5 Shoppers Think Their Retail Loyalties Are Greater Than Their Parents’

23 Oct 2018 13:00


Recent research has suggested that about 1 in 5 people are loyal to specific brands, and a new study from InMoment [download page] likewise finds 17% of consumers describing themselves as “fiercely loyal” to a handful of brands. But shoppers think it may have been worse in the past, as most feel that they’re equally –… Read More »

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B2B Purchase Decision-Makers Say The Brand Matters

22 Oct 2018 13:30


B2B marketers are having trouble getting prospects to engage, according to recent research. So what helps influence decision-makers to make an initial engagement with a vendor? As it turns out, a strong professional brand will do the trick, according to a new study [download page] from LinkedIn. The survey asked more than 500 business decision-makers… Read More »

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Subscription Video-on-Demand Services Get High Marks For Their Content

22 Oct 2018 13:00


Ad-free subscription services are rated more highly for their user experience than pay-TV providers, and also get higher marks for their content quality and variety, according to a survey [pdf] commissioned by the IAB. Not surprisingly, pay-TV providers had the lowest ratings from users when it came to their value, consistent with other research. The… Read More »

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Who Do CX Leaders Collaborate With – And Who Are They Missing?

19 Oct 2018 13:30


Chief marketing officers (CMOs) are now not only in charge of the desired perception of the organization (branding) but also the actual perception (experience), notes Accenture in a commissioned study [PDF] conducted by Forrester Consulting. The report finds that new elements are becoming key to the CMO role, including making interactions more human and fostering… Read More »

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Biggest Barrier to Personalizing Content and Digital Ad Creative? Time.

19 Oct 2018 13:00


More than half of marketers (59%), advertisers (52%) and brand creatives (53%) agree that they find it difficult to personalize content at scale. And while agency creatives are a little more confident, a new survey from Adobe indicates that fewer than half of respondents overall believe that their company’s content personalization is very extensive. So… Read More »

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What Do Emotional Interactions With Brands Mean For Consumers?

18 Oct 2018 13:30


Emotions are greater drivers of brand loyalty than rational factors such as price competitiveness or brand values including social responsibility, according to consumer research from Capgemini. A new report from Invoca and Adobe reveals what a high emotional quotient means to consumers. Invoca surveyed 1,000 US consumers, finding that when making a typical purchase of… Read More »

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Which Factors Are Most Important In the Media Mix Decision?

18 Oct 2018 13:00


Some marketing channels are more easily measured than others, but that may not be a strong factor in media mix decisions, according to the latest annual Getting Media Right report [download page] from Kantar Millward Brown. In fact, relatively few respondents to the study said that channels that can be easily measured and/or demonstrate ROI… Read More »

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Marketers Think They’re Marrying Short- and Long-Term Goals, but Measurement Is Out of Whack

17 Oct 2018 13:30


Some three-quarters of advertisers, agencies and media companies are confident that their organization has achieved the optimal media mix, representing an uptick in confidence from last year, according to Kantar Millward Brown’s 5th Annual Getting Media Right study [download page]. But there’s one mix that some are a bit less confident about: the balance between… Read More »

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Brands Can Be An Important Expression of Belief Systems, Say 1 in 3 Consumers

17 Oct 2018 13:00


Did you choose to buy Nike after it featured Colin Kaepernick in its new campaign? Perhaps you chose to boycott the brand for the same reason. As it stands, almost 1 in 3 consumers have strongly held, passionate beliefs and feel that the brands they buy are an important expression of those beliefs, according to… Read More »

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US Internet and Social Media Usage Plateau

16 Oct 2018 13:30


Internet usage, as well as social media adoption and device ownership, have seemingly reached a plateau after several years of growth, reports the Pew Research Center. For example, the percentage of US adults using social media rests at 69% this year, unchanged from 2016. Internet use, for its part, now stands at 89% of US… Read More »

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The Pros and Cons of E-Commerce, According to B2B Decision-Makers

16 Oct 2018 13:00


One in every 5 decision-makers at B2B companies across the world is getting a majority of sales from e-commerce, according to a survey from PROS [download page]. But fast-forward 5 years and triple that number – 3 in 5 – expect to be seeing most of their sales come from e-commerce, per the report. It… Read More »

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B2B Marketers Struggle to Engage Targeted Prospects

15 Oct 2018 13:30


B2B marketers are still struggling to get targeted prospects to engage, according to Chief Marketers’ 2019 B2B Marketing Outlook [download page]. Almost 6 in 10 respondents said this is a challenge for them in generating new leads, on par with last year’s results, when it was also their top lead generation challenge. Engaging prospects is… Read More »

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The World’s 10 Most Valuable Brands in 2018

15 Oct 2018 13:00


Apple continues to set the pace as the most valuable brand in the world, keeping its hold on the top spot for the sixth consecutive year and extending its lead over Google, according to Interbrand’s latest annual rankings. Nine of last year’s top 10 brands remain in the top 10 list this year, though the… Read More »

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TV Ads, W-O-M Sway Purchases for Gen Xers

12 Oct 2018 13:30


TV ads edge recommendations from friends and family as the top influencer of purchases for Gen Xers (born 1965-1981), according to MarketingCharts’ US Purchase Influencers Report 2018. In so doing, Gen Xers display more similarities with Boomers than with Millennials, who are more swayed by recommendations, per the report. Overall, roughly 1 in 4 Gen… Read More »

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Instagram Continues to Grow in Popularity With the Fortune 500

12 Oct 2018 13:00


Almost two-thirds (63%) of Fortune 500 companies are now actively using Instagram, marking the 6th consecutive year of increases in the platform’s use by these companies, according to the latest annual analysis of Fortune 500 corporate social media usage from the University of Massachusetts Dartmouth Center for Marketing Research. To arrive at its conclusion, the… Read More »

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