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Effie Worldwide named the most effective marketers in the world, based on the global results of the 2017 Effie Effectiveness Index. Unilever, Vodafone, WPP, BBDO Worldwide, Sancho BBDO and ACG Advertising Agency held the top rankings in the categories of Most Effective Marketer, Brand, Agency Holding Group, Agency Network, Agency Office and Independent Agency, respectively. Now in its seventh year, the Effie Index recognizes the companies that create the most effective marketing communications ideas from around the world, determined by their cumulative success in more than 40 national, regional and global Effie Awards competitions. The 2017 Effie Index is compiled from 3,601 finalists and winning entries from worldwide Effie Awards competitions held between January 1, 2016 and December 31, 2016. Global food and beverage companies continue to dominate the most effective marketer ranking. Unilever jumped one spot to regain the title of Most Effective Marketer, globally, in this year’s rankings. It previously held the top spot from 2012-2014. Nestlé moved up two spots as the second most effective marketer, while Procter & Gamble retained its third place ranking....
Trying to better understand your competitors has always had a negative stigma. “Isn’t spying on them considered corporate espionage?” someone recently asked me. But in today’s online and interconnected world, there are plenty of tools that allow you to legally gain important insights on industry players. These platforms can help you better understand how your industry operates, who the relevant players are, how you can gather leads, and what the ecosystem comprises of. In today’s corporate climate, the usage of these tools is widely accepted and even encouraged within mainstream industries. Let’s look into five strategies that will help you to better understand your competition and explain how you can gain a competitive edge....
Welcome to the findings of the BrightLocal Local Consumer Review Survey 2015.
This annual survey is an exploration into how consumers both read & use online reviews. It seeks to qualify the value that users place on reviews that they read & how this impacts their opinions & actions when searching for a local business to use. The survey is specifically concerned with reviews for local business services and not wider product reviews. Key 'Takeaways' From Research: - 92% of consumers now read online reviews (vs. 88% in 2014)
- 40% of consumers form an opinion by reading just 1-3 reviews (vs. 29% in 2014)
- Star rating is #1 factor used by consumers to judge a business
- 44% say a review must be written within 1 month to be relevant
- Only 13% of consumers consider using a business that has a 1 or 2 star rating
- 68% say positive reviews make them trust a local business more (vs. 72% in 2014)
- Consumers are becoming more concerned about fake reviews
This past year, we've seen the importance of visual content emphasized by the changes that occurred across almost every major social network, including Facebook, Twitter, Instagram, and Pinterest. At the same time, both video and infographics have become powerful tools for brands looking to communicate more easily with their readers.
To help you keep pace with these trends, let's take a look at some statistics that demonstrate the impact visual content has on reach, engagement, and sales....
Today more than ever, food has become one of the most important—and discussed—choices among U.S. consumers. Since food purchases are heavily influenced by trust, Boston-based consultancy C Space released a study exploring customers' perceptions. "In today's marketplace, consumers are more actively engaged than ever in choosing what foods to buy and what brands to buy them from," said Alan Moskowitz, director at C Space.
"Given the speed that information travels, brand trust can increase or erode very quickly in consumers' minds. For brands, staying close to their customers can help them stay in touch with evolving attitudes and help them collaborate with consumers on new products, packaging and marketing that earns or maintains trust."...
So when marketers talk about how much they work with numbers now that we’ve entered the sci-fi1 age of Internet data collection, I cringe. Let’s just say I’m glad I’m covering marketing for a living rather than actually doing it.
But just because numbers may be marketers’s new best friend, that doesn’t mean they’re all good. Some, in fact, are a bit terrifying.
And because I’m a sick bastard who wants you all to feel my mathematical pain, I’ve gathered 13 stats that should send chills down any marketer’s spine. Just to be clear, all of these statistics have pros and cons, and some stats may not have an impact on your marketing strategy. But hopefully at least one of them will get you to jump. Enjoy....
Developing a truly great content strategy, however, requires a balance between the two. It must combine creativity with data to be successful. And leveraging your buyer personas – profiles of specific, fictional individuals that represent the exact center of your target audience – is a valuable, yet often overlooked, method of energizing your content strategy.
Your audience is sending signals right now about what type of content they want to see from your brand. And if you can tap into those audience signals, you can create compelling, out-of-the-box content that will get noticed
.Here are just a few examples of how your buyer persona can spice up your content....
Marketers say the lack of a single customer view is their biggest barrier to successful cross-channel marketing, according to a recent report from Experian Marketing Services.
The report was based on data from an online survey of 1,012 marketers conducted between November 10 and December 7, 2014. Responses were collected from marketers from around the world.Some 32% of respondents say the lack of a single customer view is a top challenge to their cross-channel marketing efforts. Other top challenges include technology limitations (31% of respondents cite) and organizational structure (31%)....
What used to be our predictable, daily sessions online have been replaced by many fragmented interactions that now occur instantaneously. There are hundreds of these moments every day—checking the time, texting a spouse, chatting with friends on social media.
But then there are the other moments—the I want-to-know moments, I want-to-go moments, I want-to-do moments, and I want-to-buy moments—that really matter. We call these "micro-moments," and they're game changers for both consumers and brands.
Micro-moments occur when people reflexively turn to a device—increasingly a smartphone—to act on a need to learn something, do something, discover something, watch something, or buy something. They are intent-rich moments when decisions are made and preferences shaped. In these moments, consumers' expectations are higher than ever. The powerful computers we carry in our pockets have trained us to expect brands to immediately deliver exactly what we are looking for when we are looking. We want things right, and we want things right away....
The reality is that there are so many messages being thrown at consumers every second of every day that individual voices have a tough time cutting through the noise.That, coupled with the fact there are now 4 million Google searches a minute, marketers really need to be in the right place at the right time.Luckily, countless studies have revealed interesting insights into consumer behavior that are invaluable in the race to gain market share.We’ll talk about 10 of them....
HBR: What kind of customer preferences did you focus on?
In one experiment we asked managers to develop a new car model and choose the features customers wanted. In another we had them decide on a new ad campaign for Rolex. In a third they were asked to set the price for a sandwich at a café. In every case, predictions about what customers wanted matched the managers’ personal preferences more closely when the managers had been primed to be more empathetic.
They were projecting?
Yes, even when the customers were totally different from themselves. In the sandwich experiment, for instance, the customers were students. Completely different people, but the managers still projected their own preferences onto them....
These days, the customer journey has grown more complex. We analyzed millions of consumer interactions through Google Analytics and distilled how different marketing channels affect online purchase decisions.
Use the benchmarks in this tool to help understand the roles these channels play, so you can better plan which channels you will use when, increasing marketing performance....
For society, smartphones are becoming appendages. They may even be as important as breathing air! Ok, not really, but with Cyber Monday now a date on the holiday calendar, it is evident that our smartphones will influence how society shops.
A higher percentage of women than men shop online. Additionally, 30% of women use mobile devices to shop.
Throw in social media into this mobile online shopping melting pot and what do we get?
Let’s find out!
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It's been a white-hot week so far for digital marketing statistics. We've seen numbers roll in about Reddit viewers, digital-media growth, bad ads, web bots, Amazon Echo, ecommerce and the hit film La La Land.
Check out these dozen data points that grabbed our attention:
1. Big Game versus going big on Snapchat
On Thursday, we looked at how many types of digital ads equaled the cost of a 30-second Super Bowl TV spot, which comes in at $5.6 million this year. For Snapchat sponsored lenses, 17 of them add up to one Big Game commercial. A branded lens on the mobile app, according to digital agency Essence, costs roughly $329,400.
2. Redditors love mobile reading
Reddit didn't have a mobile app one year ago today, but on Wednesday it revealed that more than 40 percent of its content views occur via its app....
The current state of the media universe presents a bounty of boundless choice to today’s consumer. Like the cosmos, which is contemplated much in current times, the proliferation of devices and the abundance of media choices is presenting endless options for the consumer and endless challenges and opportunities for the marketer. Nielsen is reaching new frontiers by totaling up audiences across devices and burgeoning viewing platforms. Consumer engagement is reaching new heights.
The data used in this graphic is inclusive of multicultural audiences. Hispanic consumer audiences are composed of both English and Spanish speaking representative populations....
Since James Surowiecki published his book “The Wisdom of Crowds,” the common wisdom is that we are commonly wise. In other words, if we average the knowledge of many people, we’ll be smarter than any of us would be individually. And that is true -- to an extent. But new research suggests that there are group decision dynamics at play where bigger (crowds) may not always be better.
A study by Iain Couzin and Albert Kao at Princeton suggests that in real-world situations, where information is more complex and spotty, the benefits of crowd wisdom peak in groups of 5 to 20 participants, and then decrease after that. The difference comes in how the group processes the information available to them.
In Surowiecki’s book, he uses the famous example of Sir Francis Galton’s 1907 observation of a contest where villagers were asked to guess the weight of an ox. While no individual correctly guessed the weight, the average of all the guesses came in just one pound short of the correct number....
Marketers are constantly looking to better understand consumers and ultimately deliver an engaging experience. According to Q4 2015 research, many executives are using revenue metrics to quantify the success of customer efforts.
CMO Council looked at how marketing executives in North America quantify customer engagement success. More than a third of respondents said that revenue metrics, like customer lifetime value, revenues per customer and overall revenue increases, were the primary type of metric they used to measure consumer engagement.
Additionally, 30% of respondents said that campaign metrics, such as clicks, conversions, shares, traffic and web analytics, were the primary type of metrics they used. Fewer marketing executives said they relied on sales enablement metrics, service metrics and finance metrics to measure overall customer engagement success....
You have big ideas of where to take your business next. But how do you know if your new plan or product is any good? And how do you prove it to your stakeholders and investors?
Validated, third-party research is the answer....
Survey offers empirical evidence that, despite perceived popularity of discount-based promotions, reward-based promotions actually result in higher purchase intention (short-term) as well as greater brand equity (long-term).
Palo Alto, September 1st– Ifeelgoods, the leading platform for setting up turn-key reward promotions and campaigns, announced today the results of a new study that measures the impact of reward-based promotions against traditional discount-based promotions with regard to brand equity and purchase intention.
With over 1,000 consumers surveyed worldwide, one of the study’s most compelling findings was the fact that reward-based promotions outperform discount-based promotions in both brand equity and purchase intention. The study shows that reward-based promotions are even more efficient compared to discount-based promotions from brands whose consumer base is mostly composed of frequent shoppers and/or utilitarian shoppers....
If it’s research-backed or numbers-driven, sign me up. These actionable tips are what drive a lot of our experiments at Buffer as we’re keen to see if the best advice from these studies meshes with our experience, too.
And there’s a lot of new info to go off of.I’ve collected 10 of the latest surprising, revealing studies on social media here in this post, with takeaways and insight into social media timing, Instagram sharing, Facebook users, and more....
When it comes to your business website, your customers may not even register how specific colors of your product package, website elements, or overall site design are influencing them. That’s why it can be difficult to get accurate customer feedback on your color scheme.
But we can draw some general conclusions about colors and their psychological effects. For instance, green suggests wealth, while blue builds trust, which is one of the reasons why you’ll see a lot of blue-based headers on professional services websites (lawyers, etc.).
Around the executive table, marketing has traditionally had the hardest time proving their value. The correlation between marketing investment and revenue impact has often been fuzzy.
This is particularly true for consumer marketing. When a shopper picks up a particular bottle of shampoo in the grocery aisle, how much of that decision was influenced by marketing? How much of that decision related to years of brand investment, how much to the latest ad, how much to the recent packaging redesign, how much to the placement on shelf, how much to the in-store sales promotion? There are a lot of factors that go into any purchase. How much related to a brand-building message, and how much direct-response? Which tactics should get the credit, and therefore more investment in the future?...
Unfortunately, many landing pages overload visitors with information and options. All of the choices end up confusing visitors, which results in fewer customers.
How Not to Confuse Your Landing Page Visitors: 1. Help Visitors Take the First Step The first rule about not confusing people with too many options is…give them fewer options. Though challenging to some, it is crucial to minimize the number of actions you ask visitors to take on your landing page. The purpose of a landing page is to allow people to start the process and get their foot in the door. It’s where the visitor begins the journey with you, so the fewer choices a visitor has to make on your landing page, the better....
We’ve compiled a list of 50 of the best marketing statistics that every marketing professional or business executive will want to know. So if you are a marketing data geek or maybe just curious to see where your marketing strategies compare, read on!...
Here are 55 US mobile facts to help your 2015 mobile marketing plans so you won’t miss a large portion of your audience, regardless of whether your business is B2B or B2C.
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Fascinating results and trends in global marketing.