Archive for July, 2014
Consumers Still Rely More on Traditional Tools For CPG Brand Decisions
source: http://www.marketingcharts.com/wp/traditional/consumers-still-rely-more-on-traditional-tools-for-cpg-brand-decisions-39407/
Consumers are relying more on new media tools and less on traditional ones to make their CPG brand decisions, according to survey data from IRI. But even so, traditional marketing tools such as newspaper circulars are likely to influence far more consumers than newer technology-enabled tools such as smartphone applications, per the study, which asked consumers about a range of influences on their brand choices.
The study’s results indicate that the top decision influencer is item price, with 81% of respondents to the Q4 2013 study saying it would influence their brand decisions this year. Previous trust/usage of the brand followed, at 78% of respondents. While the influence exerted by coupons from home (57%, down from 65% in Q4 2011) and newspaper circulars (51%, down from 58%) appears to have shrunk somewhat over the past couple of years, a majority of respondents still rely on them for their brand decisions.
CPG Brand Loyalty On the Rise, Though Consumers Still Seek Value
source: http://www.marketingcharts.com/wp/traditional/cpg-brand-loyalty-on-the-rise-though-consumers-still-seek-value-44400/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink
American consumers are showing more loyalty to regular CPG brands than they did 3 years ago, according to new survey results from IRI Worldwide. Some 39% of respondents indicated that they are trying new brands priced below regular brands, down from 46% reporting this behavior in Q2 2011. Similarly, fewer respondents – 31% in Q2 compared to 39% in Q2 2011 – are giving up some of their favorite brands. Despite those positive trends, few consumers only purchase their preferred brands over cheaper options.
In this year’s survey, 15% of respondents reported purchasing only preferred brands, though others are less expensive. That represented a slight uptick from 12% in Q2 2011, but was still outweighed by the share of consumers trying brands priced below regular brands.
Minority of B2B Salespeople Find Marketing Assets Effective
source: http://www.marketingcharts.com/wp/traditional/minority-of-b2b-salespeople-find-marketing-assets-effective-44475/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink
3 in 4 marketers believe that marketing assets are somewhat (67%) or very (9%) effective, but only 46% of salespeople concur, finds a new study [download page] released by Demand Metric. The survey – fielded mostly among B2B respondents – focuses on the causes and impacts of “bad” sales interactions, finding numerous instances of disagreement between sales and marketing teams, with each seeing problems with the other.
Part of the problem on the assets front relates to collaboration, per salespeople, as only one-quarter of sales respondents feel that their collaboration with marketing around asset development occurs very (8%) or somewhat (16%) well. Presumably, if they felt better about that collaboration they’d be less likely to find the assets ineffective…
It’s not the first time that sales teams have complained of being left out of the content development process: a survey released late last year by Brainshark found 7 in 10 B2B sales reps indicating that they get sales materials from marketing, but 42% of those saying that they “rarely” or “never” have a hand in the development process.
Overall, roughly half of sales respondents in the Demand Metrics study indicated that marketing’s support for sales is either far less (16%) or slightly less (33%) than adequate. As might be expected, marketers weren’t quite as quick to malign themselves: only 31% feel that marketing’s support is lacking, while close to half feel that it is more than adequate.
US Android Smartphone Users
source: http://www.marketingcharts.com/wp/online/us-android-smartphone-users-app-activity-by-time-of-day-44407/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink
Source: Strategy Analytics
Notes: Some 39% of Android smartphone users’ daily application activity takes place between the hours of 5PM and midnight, per data from Strategy Analytics’ AppOptix platform. The analysis suggests that app engagement tends to pick up in the afternoon and evening hours, as 26% share of app activity occurs during the afternoon (12-5PM) hours. While the morning hours see the least amount of engagement overall, certain categories such as news, weather and sports-related apps do see their highest levels of engagement in the morning.
What Users Value in the Website Experience (Hint: Performance)
source: http://www.marketingcharts.com/wp/online/what-users-value-in-the-website-experience-hint-performance-44418/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink
When it comes to a great website experience, internet users consider performance more important than fresh content, consistent experiences across mobile and desktop, and personalized content, finds Limelight Networks in a study entitled “The State of the User Experience” [pdf]. Delving further into attitudes regarding website performance, the study unearths some intriguing attitudes: for example, roughly 1 in 5 respondents aren’t willing to wait longer than 3 seconds for a website to load before getting frustrated and leaving.
Given that about 4 in 10 respondents would be willing to wait 3-5 seconds, the results suggest that about 6 in 10 overall are willing to wait up to 5 seconds, but no longer.
However, users appear to be more patient with the mobile web experience: while 41% of respondents expect equally fast page loads on mobile and desktop, a plurality 44% are in fact willing to wait longer for a page to load on a mobile device than on a laptop or desktop. That’s an important result, since a significant proportion of respondents report often accessing websites via smartphones – including roughly one-third who say they do so “most of the time.”
Nevertheless, the importance of website performance is brought to light when considering the inclination to abandon a website in favor of a competitor’s. Some 37% agreed that when they shop online, they leave a page and buy the product from a competitor if they have to wait too long for the page to load – not good news given slowing website load speeds among the Alexa 500. Meanwhile, an equal 37% of respondents said they would not leave a slow-loading e-commerce p! age; the remainder were unsure.
Revised Global Ad Spend Growth Forecast for 2014, by Medium
source: http://www.marketingcharts.com/wp/traditional/revised-global-ad-spend-growth-forecast-for-2014-by-medium-44445/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink
Source: Warc
Notes: Global ad spending (estimated based on 13 markets) is expected grow by 5.8% this year, represented an upward revision of 0.6% points from Warc’s January forecast, with the US hewing close to the average with 5.5% growth. Warc predicts that online ad spending will grow by 16.4%, a 2.3% upward revision from January, although all other media have been revised downward to varying degrees. Beyond the internet, TV (5.3%), cinema (4.6%) and out-of-home (4.2%) are slated for the fastest growth, with print (magazines: -3.5%; newspapers: -4.1%) declining.
Related: US Ad Spend Growth Forecast in 2014, by Medium
About the Data: Warc’s Consensus Ad Forecast is based on a weighted average of ad spend predictions at current prices from ad agencies, media monitoring companies, analysts, Warc’s own team and other industry bodies. The 13 markets covered in the forecast are: Brazil; India; China; Russia; UK; US; Canada; Japan; Australia; Germany; Spain; France; and Italy.
CHART OF THE DAY: People Are Looking At Their Twitter Timelines Like Never Before
Source: http://www.businessinsider.com/chart-of-the-day-people-are-looking-at-their-twitter-timelines-like-never-before-2014-7
Twitter reported its earnings Tuesday, exceeding Wall Street’s expectations with $312 million in revenue — up 124% year-over-year — on $0.02 earnings per share. It exceeded predictions of 267 million monthly active users with 271 MAUs, and timeline views are at their highest ever.
According to Twitter’s data charted for us for Business Insider Intelligence, Twitter Timeline views in the most recent quarter were 173 billion — a jump from last quarter’s 157 billion views, and an even bigger jump from the year-ago quarter’s 151 billion views. As you can see, the company has been growing rather quickly over the past few quarters — Twitter CEO Dick Costolo argues the positive changes are related to changes in the company’s products, not necessarily the boost in traffic from this summer’s World Cup in Brazil.
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E-Commerce Companies Have A Big Opportunity To Go After The Specialty Food Business
Source: http://www.businessinsider.com/e-commerce-companies-compete-against-legacy-grocers-on-specialty-food-2014-7
E-commerce has yet to prove that it can make a serious dent in the $600 billion a year grocery industry in the U.S., but one promising opportunity is in selling specialty, hard-to-find food and beverage items online.
Only 15% of U.S. adults have purchased general food items online, according to a new survey from Harris Interactive, compiled in the charts below from BI Intelligence. However, 25% said they have gone online to buy specialty food and beverages that are typically hard to find, such as exotic seasonings or ingredients.
This suggests that e-commerce companies can compete against legacy grocers on selection of products.
There is additional evidence in the Harris survey which suggests that consumers feel relatively indifferent to whether they buy specialty food and beverage items in-store or online — a stark contrast to general groceries.
BI Intelligence is a subscription tech research service, covering the e-commerce, payments, and digital media industries. For full access to all our downloadable charts and reports, sign up for a free trial.
SEE ALSO: The Surprising Demographics Of Who Shops Online And On Mobile
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Primary Binge-Viewing Sources, Among US Households
source: http://www.marketingcharts.com/wp/television/primary-binge-viewing-sources-among-us-households-44385/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink
Source: Centris Marketing Science
Notes: Some 44% of US households surveyed during Q1 2014 said they binge-view TV shows (defined as watching 3 or more episodes of a TV show in one day), with 17% using more than one method. DVR (28%) emerges as the most common method used to binge-view, closely followed by subscription video on-demand services (25%) and live TV (23%).
Which Incentives Do Users Find Attractive?
source: http://www.marketingcharts.com/wp/traditional/loyalty-programs-which-incentives-do-users-find-attractive-44389/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink
US loyalty program users are considerably more likely to participate in loyalty programs to save money than to receive rewards, finds a survey conducted by TechnologyAdvice. Of the options listed, almost 6 in 10 respondents chose “saving money” as their primary motivation for participating in loyalty programs, compared to close to 4 in 10 saying they use the programs to receive rewards. Respondents did not have a clear preference for card-based or digital programs, though.
Some 37% said they prefer card-based programs, while one-third prefer fully-digital ones, with the remaining 30% unsure. Despite the relatively even split, separate results indicate that loyalty program users are fairly enthusiastic about the potential of smartphone applications, with 59% more likely to join a loyalty program that offered a smartphone app.
Digital Consigliere
Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.
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