141 Marketing Trends found for Marketing Effectiveness / Return on investment


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UK Content Marketers Seek Improved Metrics

Trend Summary: According to a new study, measurement is critical to content marketing with dedicated spend set to grow over the coming year.


Content Marketing, according to the Measurement Effectiveness Report published by the Content Marketing Association [CMA], is a form of marketing focused on creating, publishing and distributing content to a targeted online audience. The report was conducted among ...

[Estimated timeframe:Q4 2016]

... senior level CMA marketers, reflecting the views of over forty companies.

Also contributing to the report were major brands such as Sainsbury's Bank, Barclays UK and British Gas, as well as ad agencies including iris, Ogilvy and McCann.

This found that 73% of respondents regarded measurement as very important to their content marketing strategy, with half of marketers currently spending 6% to-15% of their content marketing budget on this area.

Nearly half (45%) of respondents said they were planning to increase this spending in the coming year, with 56% already automatically offering measurement as part of their content marketing strategy – thus demonstrating its importance in the industry.

However, only half of those surveyed thought it possible to accurately measure content marketing's ROI, and a similar proportion (52%) doubted whether a universal metric was achievable.

Most (91%) thought that content marketing effectiveness metrics could include long-term brand health measures such as favourability/likeability, trust, consideration and propensity to buy. 

The key to the CMA’s success is informing and educating both clients and members about the latest thinking in all areas of content marketing, while showcasing the talents of its members as they plan and produce ever-more effective and innovative strategies and creative work.

Read the original unabridged Warc.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: Warc.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7008

Live Video is Now a 'Must-Buy' for Marketers

Trend Summary: A study by Yahoo on the effectiveness of livestreamed video found that 31% of consumers remember live ads better.


From sports to breaking news to the world's biggest music festivals, live video gives consumers the experience of being in two places at ...

[Estimated timeframe:Q3 2016]

... one and the same time.

As video viewership on digital devices increases, the thirst for live content does likewise. According to Yahoo sixty-four percent of consumers have watched live online videos in the past year.

That's especially true of millennials who want access to these experiences, 41% of whom said live events help to "keep them in the know".

Even more compelling than the massive numberof eyeballs attracted to live programming is that viewers who tap into live video are highly engaged.

Moreover, Yahoo's recent study into the advertising effectiveness of livestreams found that viewers are emotionally engaged with live content and find it valuable because it's content they want to see.

Meantime, brands are getting in on the action. Advertising alongside live video soared by 113% year-on-year, outpacing all other types of digital video.

Read the original unabridged AdWeek.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: AdWeek.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6991

Facebook's Instagram Purchase Set to Pay Dividends

Trend Summary: Facebook's recent purchase of Instagram is on course to be be a key factor in the former's future growth.


According to Fox Business News, after years of restraint Facebook ceo Mark Zuckerberg and his accolytes are looking to monetise their aquisition of photo sharing site Instagram which now boasts circa ...

[Estimated timeframe:Q3 2016]

... 500,000 advertisers.

Facebook has astutely added the ability for advertisers to buy both Instagram and Facebook ads via a single interface, a decision that is now paying dividends and propelling the photo-sharing site into top gear.

Virtually a year ago to the day, Facebook announced that Instagram advertising was available to marketers. It now boasts 500,000 advertisers, enabling them to buy both Instagram and Facebook ads via a single interface - a decision that is now is now paying dividends.

In approximately seven months Facebook has enticed 150% more brands into reaching its Instagram audience.

Read the original unabridged Fox Business News article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: Foxbusiness.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6989

UK Brands Voice Concern Over AdSpend Transparency

Trend Summary: Major UK brands are increasingly excited, albeit concerned, over the potential adtech brings to their marketing plans.


Programmatic spend by UK marketers in 2016 is forecast to exceed £2.6bn prompting trade body, the Incorporated Society of British Advertisers [ISBA] to address both awareness and issues of transparency via a ...

[Estimated timeframe:Q3 2016]

... set of guidelines to its members.

ISBA maintains that, despite a marked increase in media spend using programmatic technologies, its members are increasingly concerned that their media agencies are not doing enough to promote transparency with regard to their media management practices. Accordingly ISBA is now acting to bolster levels of education.

According to ISBA’s director of media and advertising Mark Finney, high attendance numbers at its events focusing on programmatic advertising are indicative of the levels of interest in the use of such technologies.

Moreover ISBA members are increasingly perplexed at the ever-increasing complexity of the adtech ecosystem, especially when it comes to issues such as whether or not their ads are actually viewed by humans, click fraud and ad misplacement.

Mr Finney reveals that “ISBA members are also worried about their media agencies’ lack of transparency, with agency trading desks acting as both agent and vendor and the whole issue of rebates. This problem is exacerbated by incomplete disclosure on the part of media agencies regarding their media management practices.

Concludes Finney: If they [media agencies] made more effort to demystify their processes it might make advertisers less inclined to mistrust.”

Read the original unabridged TheDrum.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: TheDrum.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6987

Social Media Now Best-Performing Mobile Marketing Channel

Trend Summary: Social media advertising on mobile devices is experiencing a surge in response rates year on year.


According to 2016 Response Rate Report recently published by the American Direct Marketing Association [DMA], social media advertising on mobile devices is experiencing a year on year ...

[Estimated timeframe:Q3 2016]

... surge in response rates.

The survey found that 91% of marketers, suppliers and agencies are achieving the same or higher click-through rates on mobile devices as on desktops, performing stronger than search, display and email.

The report also reveals impressive spikes in year-on-year response rates across social media, email, display and search marketing.

Comments Neil O’Keefe, the DMA's SVP of CRM & Member Engagement: “These numbers demonstrate that the power of data is driving impressive industry growth and personalised, relevant customer experiences across channels.”

Moreover, says O'Keefe: “The DMA’s 2016 Response Rate Report found recorded increases in click rates and conversion rates across nearly every channel surveyed. With the use of data to drive efficient targeting and placement and increased data science skills across the marketing ecosystem, these numbers will only continue to grow, saving marketers money on their marketing spend and driving efficiencies in the marketplace.”

The report is based on data from an online survey conducted between April 2016 and June 2016.

Read the original unabridged DMA.org article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: DMA.org
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6957

Consumers More Likely to Buy from Brands Using Virtual Reality

Trend Summary: A new survey reveals that, despite never experiencing virtual reality [VR], most consumers claim to have a positive attitude towards the technology.


Business's trialling virtual reality [VR] as part of their marketing strategy may wonder whether spending on the emerging platform is worth it. New research, however, suggests that such investments could be paying off in terms of ...

[Estimated timeframe:Q3 2016]

... brand affinity and increased purchases.

San Francisco based survey sponsor Greenlight VR this week released results from its survey of 1,300 adults. The survey revealed that the majority of consumers (71%) feel that VR makes brands seem "forward-thinking and modern."

There's even better news for brands' bottom lines, with 53% of survey respondents saying they'd be more likely to purchase from a brand that uses VR than from one that doesn't.

In a statement announcing the survey's findings, Steve Marshall, Greenlight VR's svp of research and consulting said: "We're seeing that specific VR activities have unique emotional footprints, offering fascinating insights for those who are considering their VR strategies."

He cited an exemplar: "Among our sample, watching a live broadcast event in virtual reality generates significantly higher ratings of positive emotions such as 'happy' and 'energetic' when compared with playing a VR video game."

Even respondents who had never previously seen VR had good things to say about the technology, with 91% reporting positive feelings after watching an informational video about VR.

Among those who haven't tried VR, 65% were interested, 32% were surprised at what it could do, 25% felt "happy" and 58% reported being "amazed".

Read the original unabridged AdWeek.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: AdWeek.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6937

Magazines Rule Roost for Adspend RoI

Trend Summary: A new study in the USA reveals that magazines deliver the highest return on advertising expenditure.


The study, presented yesterday at the Advertising Research Foundation's Audience Measurement 2016 conference, revealed that in the wake of magazines, the second most effective media platform is display advertising with a return on advertising expenditure [ROAS] of ...

[Estimated timeframe:Q2 2016]

... $2.63.

Crows Linda Thomas Brooks, president/ceo of the Association of Magazine Media: “Over the past year, there has been a preponderance of evidence to prove the effectiveness of print advertising and the power of magazine media to both tell and sell.”

To understand the average ROAS across media type, over the course of eleven years (2004-2015) Nielsen Catalina Solutions analysed nearly 1,400 campaigns across 450 brands from seven popular categories: baby, pet, health and beauty, general merchandise, food, beverage and over-the-counter (OTC).

Read the original unabridged MediaPost.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MediaPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6910

Despite Digital, TV Still Rules the Advertising Roost

Trend Summary: Despite the current appetite of consumers for digital platforms, ads seen on TV still dominate when it comes to discovering new brands.


Jason Mander, director of research and insight at GlobalWebIndex, writing in the current issue of trade magazine Admap, outlines the results of research among 200,000 internet users in thirty-four nations, tracking more than twenty ...

[Estimated timeframe:Q3 2016]

... brand discovery routes.

TV ads topped the list of brand discovery sources, being selected by almost 43% of online adults, just ahead of search engines and word-of-mouth recommendations.

Mander suggests this "is indicative of a wider trend where consumers tend to attach more importance to offline rather than online sources".

However, there's no shortage of the latter, including review sites, expert blogs, consumer forums and comments from social media contacts.

But, summarises Mander: "Ask consumers which forms of peer-to-peer discovery are the most influential and word-of-mouth recommendations from friends/family members outscore all of the online options by a clear margin."

That's because we like the personal touch, he says. "Or we do in the real world".

Read the original unabridged Warc.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: Warc.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6905

European Marketers Uneasy With Programmatic

Trend Summary: A majority of brand marketers in Europe say they are, at best, "getting there" with programmatic buying.


A survey of European marketers conducted by digital marketing business Quantcast reveals that only 14% of survey respondents are "very comfortable" about executing programmatic ad campaigns, whilst a further 21% deemed themselves to be  only ...

[Estimated timeframe:Q2 2016]

... "fairly comfortable".

A further 34% felt they were only "getting there", while the remaining 31% were "less comfortable".

None of the survey sample admitted to being "not comfortable at all" with programmatic ads, indicating at that all respondents were - to some extent - at home with the technology.

The biggest barrier to programmatiuc usage appears to be the lack of ROI, cited by 24% of those surveyed.

Concluded the Quantcast study: "The problem with digital marketing is because it's so accountable it's made extra accountable."

Read the original unabridged Warc.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: Warc.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6898

Marketers Urged to Rethink RoI Goals

Trend Summary: As media dollars increasingly shift to digital, brands in the USA are striving to extract greater value from their adspend.


In pursuit of their quest for value-for-money, brands are eager to prove the beneficial impact of their adspend on the bottom line. In the race for provable results, however, many marketers are focused on the wrong things - for example metrics that may be easy to measure, but don't truly ...

[Estimated timeframe:Q2 2016]

... drive desired business outcomes.

According to Matt Minoff, svp of Digital Platforms and Strategy at Meredith Digital, clickthrough rates, for example, are universally acknowledged both by marketers and media companies as inadequate.

Despite which, clickthrough rates still appear in every campaign recap report, seemingly regardless of the campaign's goal.

Moreover, research has shown time and again that clickthrough rates are usually the wrong metric to measure. Despite which they are easy to track and remain an industry standard.

Minoff also posits that some marketers grow myopic when it comes to newer metrics. However, a staggering 97% of marketers now say all inventory should be verified as viewable by an independent third party, while over 60% said they would shift their media dollars away from publishers who fail to provide third-party verification.

Read the original unabridged Adweek.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: AdWeek.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6894



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