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  • US Ad Spending Up 3.2% in First Half of 2011

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    CONTENT TYPE: Chart | TOPIC: None

    Total measured advertising expenditures reached $71.5 billion in the first six months of 2011, up 3.2% from the same period one year earlier, according to data released Kantar Media. Spending growth eased slightly during the second quarter, reaching $36.5 billion, up 2.8% from a year earlier.

  • Life After 'Like': How to Mobilize Your Loyal Audience Into an Army of Active Influencers

    Article

    CONTENT TYPE: Article | TOPIC: Social Media Marketing

    Online marketers have a dirty little secret. They've got no idea what to do once they've earned enough social media "likes" to reach their goals. Here are five ways to turn those fans and followers into brand advocates.

  • Women on Facebook Click Ads More, Younger Adults 'Like' More

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    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    When viewing Facebook ads that offer a "like" button, nearly equal proportions of men and women directly click the "like" button, but more women than men click on the ad itself. Younger adults, meanwhile, are more likely than older counterparts to directly click the ad's "like" button, whereas older adults are more likely to click on the ad itself.

  • How Digital Customer Behavior Is Changing Brand Management

    Article

    CONTENT TYPE: Article | TOPIC: None

    More than ever before, brands today are shaped by customer experiences—including those online. Create positive digital experiences with these four tips that'll help you effectively build and manage your brand online.

  • M-Commerce Taking Comparison Shopping to a New Level

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    CONTENT TYPE: Chart | TOPIC: None

    Mobile commerce has become widespread in the US: 80% of smartphone owners say they have used their devices to help make buying decisions in the past year and two-thirds have made a purchase with their phone, according to a study by LEK Consulting. Moreover, mobile shopping apps are giving on-the-go consumers new ways to compare prices across stores and channels—and the added impetus to seek out the best deals.

  • What's New With the New Rules of Marketing and PR?

    Article

    CONTENT TYPE: Article | TOPIC: None

    To keep up with the ever-changing world of marketing, you've got to roll with the punches. As marketing channels emerge and evolve, so should your ideas, strategies, and metrics.

  • Microblogging, Social Networking Still Growing Worldwide

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    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    Penetration levels of microblogging and social networking continue to grow worldwide, driven by increased adoption in emerging countries; but as the Web has evolved, Internet users have moved toward consuming and transmitting content rather than producing it themselves, according to Wave 5 of the GlobalWebIndex by Trendstream.

  • SMS Marketing: How to Harvest Your Customers' Mobile Details

    Article

    CONTENT TYPE: Article | TOPIC: None

    SMS marketing is a huge growth area for all businesses. It's cheap, easy to track, direct, and personal. Interested? Learn how to collect your customers' mobile numbers—and keep them open to receiving texts.

  • Few Smartphone Owners Check In With Geosocial Services

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    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    Only 12% of adult smartphone owners in the US say they use their phones to check in with geosocial services such as Foursquare and Gowalla, whereas 55% use their smartphones to find location-based directions or recommendations, according to a new report by Pew Research. Nearly six in ten (59%) smartphone owners use their phones to access social networking sites, while 15% use their phone to access Twitter.

  • Four 'Secrets' to Turning Raw Leads Into Real Opportunities

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    CONTENT TYPE: Article | TOPIC: None

    Raw leads are neutral entities at first, but you can turn them into real prospects. Learn how to qualify those with high-value potential and move them to closed-deal status.

  • Forrester: Online Moms Less Social but More Purposeful

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    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    Digital moms are less likely than other online women to use social networking sites on a regular basis, but moms who do are more likely to interact with brands and post opinions about products and services on social sites and forums, according to Forrester Research.

  • Five Fundamentals for Productive Ideation Sessions

    Article

    CONTENT TYPE: Article | TOPIC: None

    What makes a great ideation session? The quality of the participants, the energy of the facilitator, and the range of creative exercises. But there are five guidelines that'll exponentially boost the odds of having a productive session.

  • Small Businesses Moving Aggressively to Online Marketing

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    CONTENT TYPE: Chart | TOPIC: None

    Small and midsize companies (SMBs) continue to move marketing dollars to digital channels, according to BIA/Kelsey, which now forecasts digital spending among US SMBs to reach $16.6 billion annually by 2015—roughly 70% of total SMB marketing budgets.

  • Screen and Street Appeal: Building a Business to Thrive Online and Offline

    Article

    CONTENT TYPE: Article | TOPIC: None

    Many businesses take great pains to build and nurture their offline brand, yet they drop the ball when they take their messages online. Avoid that problem with these five tips to connecting your online and offline identities.

  • CMOs: Where Are the Marketing Innovators?

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    CONTENT TYPE: Chart | TOPIC: None

    In-house marketing executives say they want to be challenged by the agencies they work with, but only 3% say agencies most often lead the charge for marketing innovation in their companies, according to a new study by The Horn Group and Kelton Research.

  • Content vs. Messaging: How the Digital Customer Narrative Is Changing Marketing

    Article

    CONTENT TYPE: Article | TOPIC: None

    Content is more than just words. Content experiences that are strategic, planned, structured, and measured can develop a new customer narrative that'll bring companies and customers closer than ever.

  • Local Business Search: Mobile Surges 34%

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    CONTENT TYPE: Chart | TOPIC: None

    Mobile local search is growing at unprecedented levels: 77.1 million mobile subscribers accessed local content* via mobile devices in January 2011, up 34% from the 57.6 million who did so one year earlier, according to a report by the Local Search Association (LSA).

  • How Virgin Atlantic Improved Sales Attribution and Saved Six Figures in Two Months

    Article

    CONTENT TYPE: Article | TOPIC: None

    When a customer makes a purchase on your site, are you able to pinpoint exactly who to give credit to for the sale? Learn how Virgin Atlantic Airways tackled that problem.

  • Forrester: Interactive Spending to Reach $76.6B by 2016

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    CONTENT TYPE: Chart | TOPIC: None

    US advertisers are expected to spend nearly $77 billion on interactive marketing by 2016—as much as they now spend on TV—according to a new report by Forrester Research. By 2016, search, display, mobile, email, and social media together are expected to constitute 26% of all ad spending, up from 16% in 2011.

  • Snackable Content: The Key to Engagement

    Article

    CONTENT TYPE: Article | TOPIC: None

    Whether it's listening to an iTunes 30-second free snippet or grabbing a snack pack of chips, people like to sample. Apply that idea to marketing, and learn why it pays to create consumable, snackable content.