News You Can Use

Increased Consumption of Longer-Form Videos on Mobile Devices

• Posted: June 22, 2015

Jack Loechner, writing in the Research Brief From the Center for Media Research, discusses a new survey by the IAB, “Mobile Video Usage: A Global Perspective.

Findings include:

-30% of total respondents watch videos that are 5+ minutes on their phones daily or more frequently.

-Longer programming, such as movies and full-length tv show episodes are also viewed on mobile devices.

-Apps are the preferred method of viewing mobile video.

-Mobile video users are interested in tailored mobile video ads.

-78% of survey respondents would rather have free mobile video supported by ads rather than subscription or pay-on-demand models.

 

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Tips for Retailers on Increasing Consumer Personalization

• Posted: June 22, 2015

This Retailwire article by Martin Mehalchin, Partner, Lenati, summarizes a presentation by Lucinda Duncalfe of Monetate on the “Five Stages of Personalization.”

Level 1-Use A/B testing to develop campaigns that optimize the experiences of the digital consumer.

Level 2-Use targeting via in-session or contextual data or behavior.

Level 3-Leverage first and third-party data to deliver custom experiences to different consumer segments.

Level 4-Provide an integrated customer journey across channels for the multi-device consumer.

Level 5-Auto-optimize personalization based on knowledge of the consumer.

 

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US Lags in Adoption of Mobile Banking

• Posted: June 22, 2015

Findings by comScore reveal that 65% of Americans who own a mobile phone or tablet do not use their mobile device for banking activities.

A survey conducted by comScore in April 2015 reveals the most popular reasons for not using mobile banking services, which include:

42% of surveyed consumers prefer to use their desktop computer.

36% are concerned about security.

22% prefer to visit their local branch or office.

Suggestions are presented by comScore to alleviate consumer concerns and increase the adoption of mobile banking.

 

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Content Development for B2B Audiences

• Posted: June 22, 2015

Ken Bowen, writing for Marketing Sherpa’s blog, discusses the study, “Missing the Mark: Global Content Survey of Brand  Marketers and Their B2B audiences.”  This survey of 500 global business executives and 500 global marketers focused on content strategy and content marketing.  It was conducted by The Economist in association with the market research firm Peppercomm.

Key findings:

-Though marketers are increasing their investment in content, content strategy remains poorly understood organizationally.

-There is a massive disconnect between the content that business executives seek and the content that marketers provide.

-There is an equally large disconnect between the goals of content marketers and the KPIs they use to measure success.

-Content medium is very important to business executives.

 

Applying the findings of this study will result in more effective B2B content strategy and marketing.

 

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Millennial Dads Are Very Involved With Their Children

• Posted: June 22, 2015

Allison Mooney and Jenny Fernandez, writing for Think With Google, explore the involvement of millennial dads with their children.  They discuss a survey conducted by BabyCenter of millennial dads, ages 18 to 34, who are expecting or have a child under six years of age.

Finding include:

-Millennial dads are more involved in the day-to-day of childcare than earlier generations of dads.

-These millennial dads turn to the internet and mobile devices when they have parenting questions on such subjects as baby food, sleeping habits, child development, and baby products.

The need to market to dads as well as moms is outlined in greater detail in this article.

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Online Shopping in 2015

• Posted: June 15, 2015

Ayaz Nanji, writing for MarketingProfs, presents the findings of a report by Walker Sands about the state of online shopping in 2015.

Key findings include:

-68% of U.S. consumers shop online at least once a month.

-83% say free shipping makes them more likely to shop online.

-28% shop online at least once per week.

-Amazon is the most popular online retailer.

-40% say they would purchase any sort of product online.

 

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CPG Opportunities in Unexpected Markets

• Posted: June 15, 2015

A current McKinsey Insights and Publications article discusses the expected growth in the global CPG sector, which is expected to nearly double in size from $8 trillion in 2014 to $14 trillion by 2025.  Some surprising opportunities were revealed by McKinsey’s Cityscope Navigator tool, which analyzed the markets of more than 2,600 of the world’s largest cities.

 

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Return Migration Invigorates Rural Communities

• Posted: June 15, 2015

Cheryl Russell analyzes a study by the USDA’s Economic Research Service which reveals the factors that attract former residents of rural communities back to the communities they left as young adults.  Factors attracting return migration included:

-Family ties, especially parents.

-The desire to raise their children in a small town.

-High value placed on small town lifestyles.

-Outdoor recreation opportunities.

-Tighter-knit social networks.

-Less anonymous environment.

 

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TV Advertising Remains the Most Effective Advertising Medium

• Posted: June 15, 2015

Jason Lynch, writing for Adweek, discusses the findings of a new study by Turner Broadcasting and Horizon Media that shows that TV is still the most effective advertising medium.  The data, which was analyzed by MarketShare, found that TV’s advertising effectiveness between 2009 and 2014 has remained constant, and outperforms digital and offline channels at driving key KPIs, such as sales and new accounts.

 

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Influencing Consumers While They Sleep

• Posted: June 15, 2015

Dr. Paul Marsden, writing for Digital Intelligence Today, discusses a new study published by Northwestern University, “Unlearning Implicit Social Biases During Sleep.”  This study demonstrates how brands can potentially influence sleeping consumers by exposing them to sounds, and perhaps vibrations from a wearable device, paired with a brand.

 

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