Archive for the ‘ Research ’ Category

Marketers vs. Consumers

After surveying 250 marketing executives and over 2,000 consumers, it’s clear that what marketers consider to be high-value engagement is not always thought of in the same way by consumers.

The above line is from a recent report put out by Forbes Insights and Turn called “The New Rules of engagement: Measuring the Power of Social Currency” and unfortunately continues a trend: a Major Disconnect Between Brands and Consumers.”

Consumers vs. Marketers

Also see: IBM’s From Social Media to Social CRM – What customers wantPaper

via Social Media Today


Digital Optimization Insights

Adobe 2012 Digital Marketing Optimization Survey

Across organizations worldwide, marketing momentum and budget is shifting to digital channels — particularly mobile and social media — making testing and optimization essential components of any successful online marketing initiative.

The Adobe 2012 Digital Marketing Optimization Survey results have just been released, offering insights into optimization strategies and tactics for enhancing customer experiences from over 1700 leading digital marketers. This go-to guide for online marketing reveals how:

  • Social media has taken a valued role as a bona fide marketing channel
  • Agility is crucial to taking advantage and understanding new customer insights
  • Testing throughout the conversion funnel helps marketers identify the direct links to conversion behavior

budget for optimization

future optimization strategies

Display Effectiveness Trends

The Display Business Landscape – Luma

Web Ads Need to Get More Accurate – AllThingsD

“An ad on the Web may do a better job of reaching its audience than, say, a magazine ad. But that doesn’t mean it does a good job.

Here’s data from Nielsen: Overall, the campaign only hit the target 25 percent of the time.”

The End of Demographics | Mashable

“Marketers have built a temple that needs to be torn down. Demographics have defined the target consumer for more than half a century — poorly. Now, with emerging interest graphs from social networks, behavioral data from search outlets and lifecycle forecasting, we have much better ways of targeting potential customers.”

Digital: By the Numbers | PEW

The Incredible Click Rate of Nothing | AdAge

“The online-ad ecosystem is constantly adjusting itself to place messages where they will get clicks. This learning loop takes mere minutes in the automated model.
Our data suggest that about four clicks in every 10,000 impressions are unintentional.”

While a “Start-up says 80% of its Facebook ad clicks came from bots.”

Even in Mobile: a “Big proportion of mobile-ad clicks are worthless, study says. 40% of all mobile clicks are either accidents or fraud.
Worthless clicks aside, Mary Meeker, noted that the average CPM for Internet ads, at $3.50, is five times higher than the average CPM for mobile ads — 75 cents.”

Overall Branding Impact for Online Display Ads | Millard&Brown

This paper from DoubleClick and Dynamic Logic reveals how to make the smartest format choices and creative decisions.
Looking at data for the three years from January 2008 to December 2010, we see that online display advertising succeeds in building brands.”

Economics of Online Advertising | ComScore

“This paper helps to advance this industry-wide conversation by using core economic principles of supply and demand to demonstrate how a viewable impression currency will provide a win-win scenario for the buy- and sell-side players in the advertising ecosystem.

A validated impression currency corrects a distorted market system.”

Also see earlier post: Display Business Trends

DNA Data Storage

Researchers code a Book into DNA | The Scientist

“Researchers at Harvard and Johns Hopkins Universities, have now encoded a 53,000-word book into DNA, including 11 JPG images and one JavaScript program.”

Equating to 3.5 Billion Years of R&D for free.

Future for Storytelling

Latitude Research° – Phase 1

“Latitude set out to understand audiences’ evolving expectations around their everyday content experiences—with TV shows, movies, books, plot-driven video games, news, and even advertising. They began by speaking with leaders in the emerging “transmedia” space to investigate the challenges and the opportunities that today’s storytellers are encountering.

Immersion and interactivity primarily help an audience to go deeper into a story, while integration and impact are about bringing a story of out of the screen, into our actual lives.

Some key findings from the study include:

  • Transmedia is more than media-shifting. 82% of participants wanted more mobile apps that would complement, not just replicate, their TV viewing experiences.
  • The real world is a platform, too. When asked to develop a new way of interacting with stories, 52% of participants treated the real world as another “platform,” incorporating networked real-world objects, augmented reality, 3D projected environments, and other technologies that bridge the divide between digital and physical.
  • Audiences crave more control. 79% suggested interactions that would allow them to alter a storyline by influencing a character’s decisions or by becoming a character themselves.
  • Traditional notions of authorship are changing. The real-time, connected culture of the Web is converting storytelling to a more participatory art; 93% of participants expressed interest in submitting possible story ideas to producers, and a whopping 2/3 said they’d be willing to help fund stories they’re interested in (e.g., on a platform like Kickstarter)”

Download the full study here: The Future of Storytelling: Phase 1

See Coca Cola’s Content 2020  Video.

1.4 GB of Insights

Free Research & Presentations on the A3 SkyDrive

Evolution of the Web

The Evolution of the Web – Interactive InfoGraphic