Insights

Marketing Morphing From Expense to Revenue; Measured on ROI

03/28/2015  |  Posted by: 183°  |  In: Insights

FINALLY!! According to “The Economist,” marketing will increasingly be seen as more of a source of revenue. The proportion of companies where marketing is viewed as a cost center will dwindle and the number where it is seen as a driver of revenue will grow. In three to five years, approximately four of five companies will classify the marketing function as a revenue driver. Keys to success are integrating digital marketing, better metrics, especially around customer engagement. Budget meetings are looking better!

http://futureofmarketing.eiu.com/briefing/EIU_MARKETO_Marketer_WEB.pdf

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New Survey: Advertisers Are Increasingly Frustrated with Agencies

09/09/2014  |  Posted by: 183°  |  In: Insights

Big agencies handle the majority of advertising dollars, but they don’t articulate a better value proposition to clients, and 73% of the panel believes that small and medium size agencies are more creative. The advertising holding companies fair even worse, and 85% think that they have not improved service to clients, and view them as inefficient and unable to overcome internal territorial disputes.

 

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New IPSOS Research on Mobile Device Usage

08/25/2014  |  Posted by: 183°  |  In: Insights

New research from IPSOS reinforces the growing trend toward usage of smaller devices.  82% of consumers use a mobile phone, 66% use laptops (now higher than desktop usage) and 17% use tablets.  Marketers must make sure their online campaigns are reaching this audience and their landing pages/web sites are optimized for these devices.

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Americans are Fed Up with Bad Ads

07/28/2014  |  Posted by: 183°  |  In: Insights

Good advertising is more critical than ever. Now, it’s not just breaking through the clutter, but delivering something that won’t permanently turn off your audience.   Almost a quarter (23%) of Americans say they will ignore a company completely after seeing just one spam email or online ad, and 43% say they will ignore a company completely after seeing as many as two.

Americans hate bad ads

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Although Print Declining, Readership Steady Among Wealthy Women

12/09/2012  |  Posted by: 183°  |  In: Insights

An October 2012 IPSOS survey, shows that Affluents (HHI $100k+) continue to reaffirm the power of the hard copy print publications in their lives, even as tablet and smartphone penetration grows disproportionately in this demographic. Affluent Women and Ultra Affluents (HHI $250k+) are particularly heavy print consumers, with highest reach and number of titles and issues read.

 

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New data on TV Advertising and price promotion from Journal of Advertising Research

09/25/2012  |  Posted by: 183°  |  In: Insights

 

A new study published in the September 2012 Journal of Advertising Research debunks
some standard assumptions about advertising and retails sales. Researchers from TRA
and Dunhumby USA analyzed consumer purchase behavior from 60 million households
in the US and matched the data against measurements of television viewing habits
from more than 2 million “set-top box” households to determine the proper mix of
television advertising, in-store advertising and price for long-term ROI. Some key
finding were:

 

The three strongest drivers of positive brand purchase change were pricing, TV advertising and display
Simultaneous TV advertising and temporary price reductions drove significantly higher sales than either tactic alone
Simultaneous use of price reduction, display with TV advertising increases sales an average of 11 times versus TV advertising alone.

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