12 months

What Would Prompt Mobile Users to Share Their Personal Info With a Brand?

source: http://www.marketingcharts.com/wp/online/what-would-prompt-mobile-users-to-share-their-personal-info-with-a-brand-36901/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

mBloxMillwardBrown-Reasons-Mobile-Users-Would-Share-Personal-Info-Sept2013Privacy is a hot topic these days, and there have been several studies out of late examining the types of data consumers are willing to share with brands. Although a recent survey from TRUSTe found just 1 in 10 smartphone owners in the US willing to share their location information with an application, a new multi-country study [download page] from mBlox and Millward Brown finds that 43% of respondents are willing to share their location information with companies via their mobile device. What would prompt them to do so?

Asked why they would ever share their location (or other personal information) with a company using their mobile device:

  • 47% indicated they would do so to receive relevant offers or discount coupons;
  • 45% would to receive information or alerts that they have requested;
  • 36% would to resolve customer service issues;
  • 24% would to check-in or post on social networking sites; and
  • 6% would for another reason.

Slightly less than 1 in 5 said there would be no good reasons for sharing their information.

Interestingly, the survey – which was fielded among mobile users who had downloaded an app during the past 12 months – finds that 8 in 10 respondents feel that the act of downloading a company’s app to their mobile device also meant that they would be open to receiving location-based text or push notifications from the same company.

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Tuesday, September 24th, 2013 news No Comments

Few Marketers Consider Facebook to Hold A “Critical” Role in Their Overall Mix

source: http://www.marketingcharts.com/wp/online/few-marketers-consider-facebook-to-have-a-critical-role-in-their-overall-mix-36725/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

AdAgeRBC-Facebook-Role-Overall-Marketing-Mix-Sept2013More than 8 in 10 marketers are using Facebook as a marketing channel, and almost all expect to use it in the next 12 months, per results from a survey conducted by Ad Age and RBC Capital Markets. While that implies a good deal of enthusiasam on the part of marketers for the platform, few appear to deem it indispensable, according to the study. Presented with 3 choices for how they would characterize Facebook’s role in their overall mix, only about 1 in 10 marketers chose the response indicating it was “critical to their marketing efforts.”

Instead, respondents – a mix of marketers of clients (26%), ad agency employees (30%), and media company employees and consultants (44%) – were much more inclined to tab Facebook a “useful but still optional part of my strategy” (45.5%) or “a regular element of my strategy” (43.8%).

That seems to be somewhat of a departure from study results released last year, in which 6 in 10 senior marketers called social media key to their company’s survival. (That survey concerned social media in general, but its findings can reasonably be applied to Facebook given the platform’s status as the largest social marketing channel.)

Nevertheless, marketing on Facebook is undoubtebly important, and that seems to be the case in particular when it comes to its mobile application. About 3 in 4 respondents to the Ad Age and RBC survey said that, based on their marketing objectives and needs, it was “very” (33.1%) or “somewhat” (41.4%) important for them to market on Faceb! ook&rsquo! ;s mobile app.

Facebook budgets remain fairly low for the time being. Half of the respondents indicating that they’re currently allocating between 1 and 10% of their online marketing budgets on Facebook. More than 7 in 10 are spending some of those budgets on Facebook ads, with slightly more than half expecting their ad budgets to increase over the next year.

Interestingly, respondents indicated that the most important goal for their Facebook advertising efforts is to build awareness and sentiment for their brand. While that’s consistent with last year’s Ad Age survey, a recent study from Econsultancy found that more global marketers cited lead generation (37%) than branding (27%) as their main social media advertising objective.

In this latest survey from Ad Age, lead generation was one of the least important Facebook advertising goals, behind the aforementioned brand awareness, driving site traffic, building fans or likes, and staying in touch with customers.

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Wednesday, September 18th, 2013 news No Comments

2 in 3 CMOs Feeling Pressure From the Board to Prove Marketing’s Value

source: http://www.marketingcharts.com/wp/topics/branding/2-in-3-cmos-feeling-pressure-from-the-board-to-prove-the-value-of-marketing-36293/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

DukeCMOSurvey-Pressure-CMOs-Prove-Value-of-Marketing-Aug2013This may be “the year of the marketer,” but with added responsibilities come added pressures. The latest biannual CMO Survey [pdf] from Duke University’s Fuqua School of Business finds that CMOs are not immune: according to the study, 66.4% said they feel pressure from their CEO or Board to prove the value of marketing. What’s more, 6 in 10 of those said that their leaders are turning up the heat, with just 2% reporting decreasing demands to prove their worth.

CMOs are being asked to prove their value at a time when the intensity of competition is ratcheting up a notch. Respondents indicated that the rivalry for customers is likely to become more intense in the next 12 months (5.5 on a 7-point scale, where 7 represents very likely), with competitor price-cutting also increasing (scoring 5 on the scale). Moreover, compared to surveys from prior years, CMOs are more likely to be anticipating the emergence of new domestic and global competitors.

CMOs are also feeling increasing pressure while seeing budgets dip: they expect marketing spending to grow by 4.3% over the next 12 months, a fairly marked step down from the February survey’s 6.1% growth forecast. Currently, marketing budgets are reported to account for an average of 9.4% of firm budgets, down from 10.6% in February.

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Friday, August 30th, 2013 news No Comments

2 in 3 CMOs Feeling Pressure From the Board to Prove Marketing’s Value

source: http://www.marketingcharts.com/wp/topics/branding/2-in-3-cmos-feeling-pressure-from-the-board-to-prove-the-value-of-marketing-36293/?utm_campaign=newsletter&utm_source=mc&utm_medium=textlink

DukeCMOSurvey-Pressure-CMOs-Prove-Value-of-Marketing-Aug2013This may be “the year of the marketer,” but with added responsibilities come added pressures. The latest biannual CMO Survey [pdf] from Duke University’s Fuqua School of Business finds that CMOs are not immune: according to the study, 66.4% said they feel pressure from their CEO or Board to prove the value of marketing. What’s more, 6 in 10 of those said that their leaders are turning up the heat, with just 2% reporting decreasing demands to prove their worth.

CMOs are being asked to prove their value at a time when the intensity of competition is ratcheting up a notch. Respondents indicated that the rivalry for customers is likely to become more intense in the next 12 months (5.5 on a 7-point scale, where 7 represents very likely), with competitor price-cutting also increasing (scoring 5 on the scale). Moreover, compared to surveys from prior years, CMOs are more likely to be anticipating the emergence of new domestic and global competitors.

CMOs are also feeling increasing pressure while seeing budgets dip: they expect marketing spending to grow by 4.3% over the next 12 months, a fairly marked step down from the February survey’s 6.1% growth forecast. Currently, marketing budgets are reported to account for an average of 9.4% of firm budgets, down from 10.6% in February.

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Thursday, August 29th, 2013 news No Comments

Yahoo’s Strategy Pays Off As It Surpasses Google In Total Desktop Audience

Source: https://intelligence.businessinsider.com/welcome

Yahoo surpassed Google as the largest Web platform by monthly unique visitors in July. The data, which was provided by comScore, does not include mobile activity and is limited to U.S. audiences.

Yahoo sites managed to attract approximately 197 million unique visitors on desktop during July. Our dataset, which spans more than two years, shows that this marked an all-time audience high for Yahoo sites.

Google, which held the top spot since June 2011, saw 192 million unique visitors on its sites last month.

The surge in Yahoo’s desktop audience began in January 2013, when monthly unique visitors increased 9% from the previous month.

From December 2012 to July 2013, Yahoo’s desktop audience grew 15%.

Some of this audience growth must be attributed to the company’s more sure-footed direction under CEO Marissa Mayer, who took charge in mid–2012.

Over the last 12 months, Yahoo has been busy relaunching its flagship properties, including the homepage (in February), e-mail (in December 2012), and weather services.

Among social networks, LinkedIn has been a strong performer on desktop PCs. Its monthly desktop audience is 5% larger than it was last month, and 30% larger than it was in December 2012.

Meanwhile, Facebook’s desktop audience continues to decline, but makes up for it on mobile, as we’ve noted in recent coverage.

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Tuesday, August 27th, 2013 news No Comments

Grocery Retailers Embrace Multichannel Tech Tools

source: http://www.emarketer.com/Article/Grocery-Retailers-Embrace-Multichannel-Tech-Tools/1010164

Grocers, like other retailers, are increasingly aware of both the challenges and opportunities presented by technology. A survey of grocery retailers in North America conducted by RIS News the and International Data Corporation (IDC) Retail Insights in June 2013 found that the vast majority of respondents—more than eight in 10—said that investments in technological improvements would take place over the next year.

A major area of interest for digitally minded grocers is increasing the ability of customers to interact with retailers through a variety of channels. The idea of ordering online and picking up in-store, once a rare experience, is quickly becoming the norm. The survey found that half of those polled already offered the service, and that more than half of those that didn’t yet have it planned to offer it within 12 months.

 

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Tuesday, August 27th, 2013 news No Comments

Google+ Surpasses Twitter On PCs, But Can It Catch LinkedIn?

Source: https://intelligence.businessinsider.com/welcome

LinkedIn is consolidating its position as the second-largest social media platform among U.S. PC users.

The latest data, from comScore for June 2013, puts the site’s unique monthly visitors at 50.6 million.

In the 12 months to June 2013, this audience grew 28%.

Google+ grew 26.1% in the same period, surpassing Twitter as the third-largest social media platform.

All these numbers are impressive considering that they are desktop-only. It may be that some or all of these networks would be growing even faster once mobile users are accounted for.

But, will Google+ catch LinkedIn on the desktop? Based on its current trajectory, it appears not.

Google+ experienced rapid adoption and growth early in its existence, but it slowed down dramatically in the middle of 2012.

Google+ saw 173% PC-based growth from its July 2011 launch through December 2011, and 61% growth in the first six months of 2012. But then it had only 6% growth in the last six months of 2012, and 7% growth from January 2013 through June 2013

Unless Google+ growth speeds up again, it’s not going to get within reach of LinkedIn.

Download the chart and data in Excel. 

BII social desktop visitors comscore

 

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Monday, July 22nd, 2013 news No Comments

Mobile Ad Budgets Set to Increase as Print Cutbacks Continue

Source: http://www.marketingcharts.com/wp/television/mobile-ad-budgets-set-to-increase-as-print-cutbacks-continue-27660/

64% of advertisers will increase their mobile ad spending over the next 12 months, according to results from an Advertiser Perceptions survey, as reported by Ad Age. The article notes that CPG advertisers (who accounted for 5% of all online advertising dollars in H1 2012) are the most bullish about their mobile ad investments, with […]

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Monday, March 11th, 2013 news No Comments

All The Kids Want iPads, Almost None Want The Surface (AAPL, MSFT, GOOG, AMZN)

Source: http://www.businessinsider.com/nielsen-study-what-people-want-2012-11

Apple is going to dominate holiday shopping in the U.S., once again, according to the latest data from Nielsen.

The first table below shows what kids 6-12 are interested in “buying” in the next 6-12 months. (By “buying” we assume Nielsen means, “getting,” unless these are some industrial kids who are running killer lemonade stands.) The second table shows what consumers 13 and over want.

As you can see, the iPad is the number one product people want in the next year. That’s got to be scaring the heck out of Microsoft. Because if you’re 6-12, and your first computer is an iPad, what are the odds you buy a Windows computer down the road?

Nielsen

Nielsen

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Tuesday, November 20th, 2012 news No Comments

Content Marketing Getting More Attention; B2B Sees Lead Gen Potential

Source: http://www.marketingcharts.com/wp/direct/content-marketing-getting-more-attention-b2b-sees-lead-gen-potential-23856/

Content marketing is becoming increasingly popular among B2B and B2C marketers, finds a pair of studies released in October. 84% of B2B marketers are planning to increase their content marketing over the next 12 months, reports Optify [download page], while 9 in 10 B2C and B2B marketers and agencies say they believe content marketing will […]

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Thursday, October 4th, 2012 news No Comments

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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