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Reaching the Right Audiences Online: Early Findings from Nielsen Online Campaign Ratings
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By Nielsen
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Marketers, especially brand advertisers, need a simple and consistent way to measure the combined reach of TV, the web and mobile advertising to determine marketing ROI. It all comes down to a few simple questions: How many people saw my ad? How many times? Who are they? Getting accurate answers has its challenges depending on the medium. Online, with underlying technology that’s unlike any other medium, can more effectively control who gets served what ad. But, despite these technological advances, understanding the demographics of the people behind all those page views presents a new set of questions.
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October 2011
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Tablet Buyer’s Guide: Practical Advice for Advertising on Tablets
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By IAB
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This guide offers concrete advice for adding tablet advertising to your campaigns. It is intended for marketing and advertising agency staff (both creative and media planning) looking to learn about the state of advertising on tablets today. Because tablets are still a new and evolving platform, many aspects of the device, particularly with regard to metrics and buying media, are changing quickly. The IAB expects to revisit questions and topics of this report over time, updating and revising as the market matures.
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October 2011
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A new model for understanding how psychology, conversation and social influence impact on our purchasing behaviour.
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September 2011
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The official results of the 2011 Cool Brands report.
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October 2011
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The new business opportunity resulting from the increased adoption of mobile devices
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September 2011
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Beyond Clicks and Impressions: Examining the Relationship Between Online Advertising and Brand Building
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By Nielsen
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Advertisers increasingly think of online as a place to build their brands, but need greater confidence that their online investments are helping them achieve their brand goals. This paper explores both the role of online ads in brand building, as well as the best metrics for measuring the success of Internet ads against marketers’ goals.
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October 2011
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CSO Back Story: How Chief Sustainability Officers Reached the C-Suite
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By Weinreb Group
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For years, businesses have pursued sustainability. Perhaps not the green, social or environmental kind but certainly the economic kind. Their shareholders have made sure of it. Now, another kind of stakeholder has emerged, that influences corporate behavior. They push corporations to recalculate the social and environmental consequences of doing business. And some companies respond by rethinking how they strategize for the long term. As SAP’s Chief Sustainability Officer Peter Graf says, “Make yourcorporate strategy a sustainable one.” Therein comes the latest executive to join the powerful C-suite: the Chief Sustainability Officer.
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September 2011
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Building a Culture of Measurements
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By Webtrends
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Without a doubt, we are living in a big data world where businesses are amassing unprecedented stores of information about their programs, campaigns and customers that are reaching epic proportions. Yet, amid these petabytes of data lie stories of success that paint a compelling picture of business in the twenty-first century. Organizations that have harnessed the ability to unearth these stories are effectively using data as a means to advance their organizations to success. They’ve achieved this by building cultures of measurement that recognize the value of data at multiple levels within their companies starting at executive management and cascading through to tactical specialists. Yet, nurturing a program of measurement that has a profound impact on an organization in this way requires time, diligence and planning.
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September 2011
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A Case Study in Social Media Measurement: Vistaprint
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By WOMMA
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Vistaprint is a leading online provider of professional marketing products and services to micro businesses and the home. Micro business = business with 1-10 employees, founded in 1995, operate 24 localized websites and ship to over 130 countries, serve over 11M customers annually.
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September 2011
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The Considered Purchase Decision: What Matters, What Doesn’t And What It Means For B2B Marketing and Sales
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By TriComB2B
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Over the last decade, the amount of information available to help guide B2B marketing decisions has exploded. Reputable information sources such as MarketingSherpa, MarketingProfs, GlobalSpec and others provide us with valuable insights as to what other B2B marketers are doing and why. But in all the research we’ve seen, one key ingredient seems to be missing. What does the actual B2B decision maker or influencer think? Does anyone really understand the issues influencing their considered purchase decisions?
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September 2011
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The State of the African-American Consumer
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By Nielsen
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In more than 100 countries around the world, Nielsen provides clients with the most complete understanding of what consumers watch and buy. As business executives look for opportunities to grow their companies and gain market share it is critical that they understand new and emerging demands from consumers, especially within growing segments, wherever they do business. As the population of the United States evolves to become more ethnically diverse, the complexity of such an effort has grown. To help close the gap and give insight as to how to address the needs of the growing diverse base, Nielsen—along with the National Newspaper Publishers Association (NNPA)—has developed this report to better illustrate the qualities of the African-American community, the business opportunities that exist, and the best methods for a productive connection between businesses and this community. The African-American population is, today, the largest racial minority group in America, with a population of close to 43 million. This market segment’s growth rate continues to exceed the overall population’s growth and is making continued gains in the area of education and income. The collective buying power of the African-American population is projected to be at $1.1 trillion by 2015. Collectively the group over-indexes in several key categories (television viewing, mobile phone usage and trips to grocery channels) and exerts a large influence on popular culture and trends, indicative of the high growth industries of the future. The three areas we have chosen to focus on for this report include a review of demographic characteristics, a survey of the programs and mediums favored by the group, and a look at overall consumer packaged goods buying behavior.
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September 2011
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Press Widely Criticized, But Trusted More than Other Information Sources
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By Pew Research Center
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Negative opinions about the performance of news organizations now equal or surpass all-time highs on nine of 12 core measures the Pew Research Center has been tracking since 1985. However, these bleak findings are put into some perspective by the fact that news organizations are more trusted sources of information than are many other institutions, including government and business.
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September 2011
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How people learn about their local community
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By Pew Internet
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Contrary to much of the conventional understanding of how people learn about their communities, Americans turn to a wide range of platforms to get local news and information, and where they turn varies considerably depending and the subject matter and their age, according to a survey by the Pew Research Center’s Project for Excellence in Journalism and Internet & American Life Project, produced in association with the John S. and James L. Knight Foundation that asks about local information in a new way.
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September 2011
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Digital IQ Index: Beauty
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By L2
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On November 10, L2 will host its third-annual Innovation Forum in New York City. Presented with NYU Stern School of Business, the Forum will address innovation in digital marketing and implications for prestige brands in a TED-style event. Speakers include CEOs, Nobel Laureates, and thought leaders from academia and industry. The day will get participants thinking outside of the box and leave them with innovative ways to approach their business.
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September 2011
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Recovery from the recession of 2008 is certainly s1ll underway. While marke1ng budgets have reappeared, those budgets are lean and are a\ached to stringent ROI expecta1ons. Analy1cs must be in place as those doling out the budgets must have reliable accountable means of qualifying expenditures and investments. Visibility is not only required, it is essen1al. Random tac1cal execu1ons of marke1ng ini1a1ves are passé and have been replaced with integrated mul1-‐channel innova1ve strategic programs designed for the new educated consumer. Customer acquisi1on, reten1onand cross-‐selling are s1ll the preferred items du jour, as marke1ng automa1on has rapidly gained acceptance and, while it is more prevalent in B2B marke1ng, marke1ng automa1on for B2C is being successfully u1lized by several organiza1ons. Social, Digital, Interac1ve and Marke1ng Automa1on are s1ll the shiny new objects in the marketer’s toolbox, although strategies that include all in an integrated manner are the preferred method of engaging these disciplines. Marke1ng organiza1ons overwhelming report that be\er integra1on of online and offline data collec1on and analy1cs is vital tosuccess. Organiza1ons that use agencies are sa1sfied with their agency’s crea1vity, innova1on, execu1on and results. Our Marke1ng Trends Study reveals many interes1ng pa\erns and trends across marke1ng organiza1ons, regardless of size.
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September 2011
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Wanted: Loyal Customers
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By Ipsos
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The global economic downturn has made holding onto customers absolutely critical to survival. Unfortunately, marketing hasn't traditionally done a good job of focusing on current customers. marketing activity has largely focused on persuasion - the ability of the company to change someone's attitudes or behavior. And while that is a critical role of marketing, too often this gets translated into simply persuading someone to try something for the first time. An old saying goes, "A good salesman can sell anything once. The trick is getting them to buy again."
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September 2011
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In recent times, customer experience management (CEM) has undergone a series of massive transformations as companies increasingly recognise that there is more to satisfaction than simply providing a good product or service. Faced with highly-penetrated markets, decreased consumer spending and growing internal pressure to cut costs, more and more businesses are shifting their focus from customer acquisition to retention. It is now a widely-accepted principle that measures driving repeat business are invariably cheaper to put in place than programmes to recruit new customers.
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September 2011
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Go Beyond Basic Behavioral And Analytics Data By Using Surveys To Really Understand The “Who” And The “Why” Of Your Site Visitors
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September 2011
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How to Choose the Right Ecosystem for Your Mobile Application
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By Apppli
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The exciting business opportunities created by the mobile app boom have encouraged many entrepreneurs and businesses to develop and distribute their own applications. Without the benefit of industry expertise, however, venturing into the world of mobile application development can seem like a daunting prospect. An effective strategy is dependent on several important factors, but none are as critical as the choice of ecosystem. Understood as a working combination of device, operating system and delivery environment, a mobile ecosystem determines the way an application is discovered and used. In recent times, ecosystem choice has been complicated by the increase in advanced mobile devices and the availability of new operating systems. Optimal delivery and usage of a mobile application always depends on the ecosystem for which it has been developed, thus making the right decisions in this regard is crucial to the success of your mobile application. This white paper is intended as a guide to help you identify the most suitable environment for your mobile application.
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September 2011
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Customers tend to stick with the local businesses they know and trust. But when they don’t know who to trust, they often start their hunt by going online. From a customer’s standpoint, online research holds two big advantages beyond simple convenience: First, many customers believe that the most established and committed local businesses appear toward the top of a search. Second, customers know they can narrow their choices by evaluating sites and reading other customers’ reviews. Why jump in the car and race around all day when you can narrow your search intelligently first? But as customers continue to rely on the Web to help them screen local businesses, local businesses must take steps to ensure that they pop to the top of online searches and continuously manage the accuracy of contact information and the tone of customer reviews. Here are five strategies to help any local business stand out online.
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September 2011
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The shift in the economic balance of power from the Western world to the East over recent decades is clear trend that is focusing the minds of investors, business people and politicians across the globe. We provide a business perspective on these shifts of economic influence, and establish what senior executives see as the opportunities and the challenges as the world looks to Asia Pacific.
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September 2011
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Fueled by increasing consumer adoption of mobile devices, the role of the mobile channel in connecting businesses with customers had been growing rapidly. In an age when consumers are barraged by messages from every direction, Best-in-Class mobile marketing practices provide businesses with the opportunity to break through the noise, reach consumers with precision-targeted marketing messages, and engage in direct dialog across multiple channels or touch points. This study captured mobile marketing adoption trends through a direct survey of 228 organizations in May and June, 2011. The report highlights industry best practices for maximizing the business result from mobile marketing initiatives.
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September 2011
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Customer Experience Management: Using the power of Analytics to Optimize Customer Delight
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By Aberdeen Group
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In May of 2011 Aberdeen surveyed more than 1,300 business executives for the Quarterly Aberdeen Business Review. When asked about the top priorities driving their marketing agendas, the majority of respondents (63%) indicated the customer acquisition as their top priority. In addition, approximately a quarter of all companies (22%) indicated that improving customer retention is top-of-mind in creating a healthy revenue stream between one-time sales to new customers and continuous/recurring revenue from existing customers. Aberdeen's Customer Experience Management (CEM) study, which will generate multiple research documents including a benchmark report scheduled for publication in November 2011, will demonstrate that organizations focusing on optimizing customer interactions, through data-driven business processes and technologies to capture and manage customer intelligence, out-perform those that do not, in key measures reflecting organizational excellence.
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September 2011
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What Do Mature Consumers Want?
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By ATKEARNY
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A.T. Kearney's Global Marturing Consumer Study, the first ever of its kind, interviews 3,000 people older than 60 in 23 countries - from China to Britain, from Mexico to India, from the United States to Russia. The study reveals a demographic earthquake - an "agequake" - of unprecedented proportions in the average life span of the human race. Falling birthrates and increasing longevity means that, for the rest of this century, the fastest-growing consumer group will be over the age of 60. As people live longer the implications for marketers, retailers and manufacturers promise to be both dramatic and far-reaching.
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September 2011
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Understanding the Active Healthy Lifestyle Mentality and Its Implications for Marketing
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By Williams Helde
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With an increasing number of reports on American obesity and laziness1, there remains a hidden group of Americans who challenge this stereotype. They’re the “up at 5:30 a.m., run five miles and cook breakfast before you’ve even hit your first snooze” Americans. The “can’t stop me on the court,” “eat this-not-that,” “no amount of snow, sleet, or hail will stop me from getting to the top of this mountain” Americans. They’re fit, educated, super influential, and make up over 77 million power consumers in the United States.2,3 They are Active Healthy Lifestyles (AHLs).
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September 2011
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