Mobile and Web Marketing, Advertising and Tech Shmooze

Are Marketers Using Insights Gleaned From Phone Calls?

Few marketers and e-commerce professionals (predominantly based in Europe) agree that they use insight from phone calls to tailor on-site content (40%) or off-site advertising (27%), according to results from an Econsultancy study [download page] produced in association with ResponseTap. The survey data also shows that fewer than half track the sales or lead value […]

B2B Marketers on Their Most Important Go-to-Market Strategies

Source: Regalix [download page] Notes: Not surprisingly, understanding buyer needs or pain points (69%) counts as the most important go-to-market strategy for a product launch, according to a Regalix survey of senior B2B marketing executives and business leaders, a significant share (39%) of whom hail from the software & internet industry. The survey finds that […]

Direct Media Response Rate, CPA and ROI Benchmarks

The Direct Marketing Association (DMA) – in conjunction with Demand Metric – has released its latest “Response Rate Report” [download page], an intriguing study last issued in 2012. The report examines several direct media types, providing performance and cost benchmarks. The results, based on a survey of almost 500 industry respondents, show the consistent strength of email […]

Financial Services Marketers Keep CX Focus on Desktop Sites

Source: Econsultancy / Adobe [download page] Notes: Public desktop websites are a greater priority than smartphone applications or public mobile sites when it comes to providing a consistent customer experience, details a survey of financial services and insurance industry marketers conducted by Econsultancy in association with Adobe. That makes some amount of sense, considering that […]

AM/FM Radio Still Consumers’ First Choice For In-Car Audio

Source: Ipsos Notes: Among American adults who use audio players in the car, two-thirds first turn on the AM/FM radio when listening to music, reports Ipsos in a newly-released study, while roughly 1 in 7 (14%) tune in to Sirius XM and about 1 in 10 (11%) turn on their CD player. Preference for AM/FM […]

Asian and Hispanic Households “Worth More”

Asian and Hispanic households will outspend non-Hispanic Whites over the remainder of their lifetimes, according to the latest annual “American Marketscape DataStream” report from Geoscape. This partly owes to longer household lifespans, as each group has a longer life expectancy and lower median adult age than Whites.

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Globally, 6 in 10 Say Biggest Screen is Best Screen For Video Viewing

Source: Nielsen [download page] Notes: Some 65% of online consumers surveyed in 60 countries around the world strongly or somewhat agree that they prefer watching video programming live, and 63% think that the biggest screen is the best screen for watching video programming, according to a recent Nielsen report. Still, respondents are drawn to the […]

Consumers on the Ideal Customer Experience

Consumers (aged 18-65) around the world are most likely to identify an “ideal” customer experience with companies’ fast responses to inquiries or complaints (47% citing as a top-3 element) and a simple purchasing process (also 47%), according to a new study [pdf] released by the Economist Intelligence Unit (EIU). Interestingly, those factors far outweigh others […]

Easter Spending Expected to Grow Slightly This Year

Source: National Retail Federation Notes: Total consumer spending on Easter is projected to grow to $16.4 billion this year, slightly higher than last year’s projected $15.9 billion but still below 2012-2013 levels, according to the NRF. Eight in 10 adults will celebrate, consistent with last year, but celebrants are expecting to spend a little more […]

Fastest-Growing Retail Digital Commerce Categories in 2014

Source: comScore [download page] Notes: E-commerce and mobile-commerce spending on digital content and subscriptions increased by 27% year-over-year in 2014, almost doubling the overall retail digital commerce growth rate of 14% and ranking as the fastest-growing spending category, according to a comScore report. Digital spending in the consumer packaged goods (21%), apparel & accessories (20%) […]

Average CMO Tenure Rises Again, Has Doubled In the Past Decade

Source: Spencer Stuart Notes: CMOs see themselves as having greater responsibility for company strategy in years to come, and one sign of that increasing influence might well be their longer tenures. Indeed, Spencer Stuart’s latest annual study of CMO tenure finds that the average tenure for CMOs at leading US consumer brand companies has grown […]

Consumers Say Smartphones Top PCs For Local Shopping Research

Source: Local Search Association / Thrive Analytics [download page] Notes: Some 49% of US adults point to their smartphone as the device they most commonly use when looking for local information online (i.e. shopping, restaurants, and local services), up from 42% of respondents last year and topping PCs and laptops (40%) in the process, per […]

Are Young People Watching Less TV? (Updated – Q4 2014 Data)

The latest TV viewing figures are in, and with 4 years’ worth of data to examine, it’s possible to see some real trends emerging in Americans’ TV viewing habits. The short of it? Yes, youth as a whole are watching less TV – and 2014 appears to be the year in which those declines accelerated. […]

Form Conversion Rates: What’s Working?

Form conversion rates continue to depend more on the type of form being used than the number of fields in the form, reports Formstack [download page] in its second annual “Form Conversion” study. This year’s study adds lead generation forms (such as those used for gated content downloads) to the list of analyses, finding that […]