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  • Three B2B Value-Proposition Rules That Create Preference, Not Just Parity

    Article

    CONTENT TYPE: Article | TOPIC: None

    A 2009 survey of 9,000 decision makers in B2B companies found that 86% of the "unique benefits" touted by vendors were not perceived as unique or having enough impact to create preference. Unwittingly, it appears, companies are creating value parity-positions, not value propositions.

  • Direct Digital Marketing: Powerful B2C Tools for B2B Marketers

    Article

    CONTENT TYPE: Article | TOPIC: None

    Direct digital marketing solutions are no longer exclusive to B2C marketers. B2B marketers must demand more from their marketing partnerships because the transference of traditionally B2C marketing approaches to B2B is possible—and direct digital marketing is the key.

  • Social Media for Kids: Moshi Monsters Soars

    Chart

    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    Visits to the popular children's social media website Moshi Monsters for the week ended March 20, 2010 were 23 times greater than for the equivalent week a year earlier, and the site now accounts for 0.41% of US Internet traffic in the Entertainment-Games category, according to Experian's Hitwise Intelligence.

  • Rethinking Normal: The Newest in Marketing Research From the ARF's Annual Conference

    Infographic

    CONTENT TYPE: Infographic | TOPIC: None

    At a lot of marketing conferences, over-excited pitch people talk a lot about The New Thing that will Change Every Paradigm Forever. So much over-enthusiasm can jade just about anyone, so it was a relief to attend the Advertising Research Federation's (ARF) re:Think 2010 conference taking place in New York City. But even there, among the stodgiest of marketing researchers, there's talk of… a paradigm shift.

  • Behaviorally Targeted Ads More Valuable, Effective

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    Behaviorally targeted (BT) advertising generated on average 2.68 times the revenue per ad as non-targeted run-of-network (RON) advertising in 2009, while average CPMs for behaviorally targeted advertising were over twice (2.08 times) the average of RON CPMs, according to the Network Advertising Initiative (NAI).

  • Recalls Destroying Toyota's Reputation for Quality

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    The recent recalls of Toyota automobiles have undermined the carmakers' reputation: Consumers who have a positive perception of Toyota's commitment to building quality cars fell to 21.8% in March 2010, down 58.2 percentage points from the 80.0% recorded in 2008, according to America's Research Group.

  • Email Users Take Risks With Spam

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    Email users look for a variety of signs to identify spam in their inboxes: 75% look at senders' names or addresses and 67% look at subject lines, while approximately one-half cite unusual language, email content itself, spelling mistakes, or poor grammar as signs that email may be spam, according to Ipsos Public Affairs.

  • Trust in Yellow Pages Remains Strong

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    Nearly two-thirds (65%) of consumers surveyed say they referenced print or Internet Yellow Pages when looking for local business information in the previous month, according to a study by the Yellow Pages Association.

  • Carrier App Stores Strong, but Apple Leads

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    Despite the buzz around application stores tied to specific mobile devices such as the iPhone and the BlackBerry, carrier app stores are alive and well in the US: one-half (50%) of all mobile apps consumers accessed carrier app stores at the end of 2009, according to Nielsen's new App Playbook.

  • Social Media Consumers More Likely to Buy, Recommend

    Chart

    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    Two-thirds (67%) of consumers who follow brands on Twitter are more likely to buy those brands after becoming a follower, and 51% of Facebook fans are more likely to buy after becoming a fan, according to a study from Chadwick Martin Bailey.

  • iPad Matches Kindle in Awareness, Purchase Intent

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    Less than a week before iPad's April 3 ship date, nearly two-thirds (65%) of consumers are aware of Apple's tablet device and 15% are already thinking about buying it in the next three months, according to comScore.

  • Small Biz Search Spend Surges in 4Q09

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    Small business advertisers spent on average $2,149 on search advertising in the fourth quarter of 2009, up 111% from $1,018 spent in the same period a year earlier, and up 30% from the $1,658 spent in the third quarter of 2009, according to a study by WebVisible based on its small-biz clients

  • Build Your Brand on a Solid Sense of Your Identity

    Article

    CONTENT TYPE: Article | TOPIC: None

    Think of your brand as a mosaic where you can select and place most, but not all, of the tiles: You can control the communications you make, your offerings, and how your organization behaves. But some of the tiles in your brand mosaic are placed by others––the media, bloggers, tweets, the conversations that happen outside your walls. It's important, therefore, to develop a strong foundation for your brand.

  • Increasing Sales Effectiveness: The Art and Science of Win/Loss Analysis

    Article

    CONTENT TYPE: Article | TOPIC: None

    Do you really know why you lost the recent deal or why some customers keep coming back? Customers have the answers, but they rarely provide them in an unfiltered manner to your sales and service teams.

  • Problem Solved: How Can We Map Social Media to B2B Sales?

    Article

    CONTENT TYPE: Article | TOPIC: Social Media Marketing

    You've made a couple of forays into social media, and you like what you see! But what tactics are really working out there to draw prospects in—and not turn them off? What are some cool ways to match social with selling?

  • Web-Metrics Express: What You Need to Know to Avoid Mistakes

    Article

    CONTENT TYPE: Article | TOPIC: None

    Approaching your website's analytics as a three-step process will allow you to not only understand the tools available and what they have to offer but also create a gauge by which you can determine how well key business objectives are being met.

  • Business Owners Feeling Increasingly Stressed

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    More than one-half (56%) of leaders of privately held businesses globally say their stress levels are greater now than they were a year ago, according to a survey from Grant Thornton.

  • Social Network Monthly Use: 5.5 Hours

    Chart

    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    Web audiences across 10 countries spent an average of 5.5 hours on social networking sites in February 2010, up from more than 2 hours in February 2009, but about half an hour less than US Web users' average, according to the Nielsen Company.

  • Entrepreneurship During the Recession

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    Challenging economic times can serve as a catalyst for the entrepreneurial spirit and lead to the creation of much-needed new jobs: 69% more unemployed US workers started a business in 2009 than they did a year earlier, according to a report from TrendsSpotting.

  • Mobile Apps Market to Reach $17.5B by 2012

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    The global mobile applications market is forecast to reach $17.5 billion by 2012 and surpass the market for CDs (which is projected to reach $13.8 billion during the same period), according to GetJar.