As a leading customer relationship management firm today, Salesforce.com knows a thing or two about making a connection. Michael Peachey, senior director of solutions marketing, spoke with eMarketer for our B2B Perspective series about how the company uses video to reach its business client—and why shorter, bite-size video moments have the best impact.
via Salesforce.com Creating ‘Snackable Content’ – eMarketer.
Experian-Mobile-Email-Interactions-in-Q2-Sept2013The figures do vary from one researcher to the next, but the latest email benchmark study [download page] from Experian Marketing Services indicates that fully half of email opens during Q2 occurred only on a mobile device “mobile-only”. Notably, though, the mobile-only segment represented a smaller share of unique clicks 40% and a far more insignificant 13% share of transactions, suggesting that while consumers will open emails on their mobile devices, they’re less comfortable using them to click on emails and complete transactions.
via 1 in 2 Email Opens Said to Occur on a Mobile Device During Q2.
ForresterResearch-B2B-Marketing-Impact-on-Biz-Sept20132 in 3 US CMOs are feeling pressure from the board to prove marketing’s value, according to recent research, and it seems that B2B marketing leaders may have some work to do in this regard. According to a Forrester Research survey [download page] of 174 B2B marketing leaders, while 72% agreed that it’s clear to their leadership how marketing impacts the business, just 51% agreed that marketing’s financial value is clear to the business. Respondents themselves may be to blame.
via Only 1 in 2 B2B Marketers Agree That Marketing’s Financial Value is Clear to Their Business.
Duke-CMO-Survey-Marketing-Analytics-Trends-Aug2013Worsening trends for marketing analytics in the US, according to the latest CMO Survey [pdf] from Duke University’s Fuqua School of Business. The percentage of projects estimated by CMOs to be using marketing analytics has dropped to 29% from 35% at this time last year, while two-thirds of CMOs now say their company doesn’t formally evaluate the quality of marketing analytics, up from 53.2% last year.
via CMOs Using Marketing Analytics Sparingly; Most Forgo Formal Evaluation of Quality.
ReturnPath-Email-Subscriber-and-Sender-Stats-Aug2013Here’s one good reason why email marketers look closely at study data regarding topics such as timing and subject lines: the average subscriber receives 416 commercial emails per month, per new figures released by Return Path, leading the researcher to call the inbox a “battlefield.” While that monthly figure works out to less than 15 emails a day (which some might argue isn’t too many to sift through), the daily count is likely to be higher on traditional workdays, as weekends typically see a lower volume of activity.
via Average Email Subscriber Gets 416 Commercial Messages Per Month.
Ipsos-Social-Media-Purchase-Influence-US-v-World-Aug201335% of online consumers across 24 countries claim to have ever purchased a product or service based mostly on an ad they saw on a social media site, details Ipsos Open Thinking Exchange in new survey data. But that figure drops to just 18% in the US. Similarly, US respondents were about half as likely as the average global respondent to report having ever purchased a product or service based mostly on a posting they saw on a social media site (16% vs. 31%).
US-Email-Open-Rate-by-Hour-Scheduled-Comparison_Aug2013MailerMailer recently published the results of its annual analysis of email marketing metrics, with a section devoted to open and click rates by hour scheduled as well as by day of the week. This type of analysis always proves interesting to email marketers, although it always comes with the requisite disclaimer: results will differ by region, industry, and other such variables. So when Eloqua recently published its own set of timing data, it was worth seeing how the two studies’ results matched up.
via More Email Timing Data Suggests Off-Peak Messages Get The Most Opens.
HarrisInteractive-Viewers-Attitudes-to-Streaming-Video-Aug201335% of American adults often or sometimes watch streaming video through a subscription service such as Netflix of Hulu Plus, according to new survey results from Harris Interactive. For what it’s worth and the comparison is a curious one, the same survey question finds that 23% of adults buy magazines at a physical place of purchase such as a newsstand or bookstore with that regularity. Comparisons aside, the researchers examine what streamers’ viewing habits look like, and whether channel surfing is a part of their behavior.
via 70% of Streaming Video Viewers “Very Picky” About What They Watch.
LinkedIn is a company undergoing massive transformation. It is moving from its roots as a business-oriented social network and becoming a business-to-business (B2B) content publishing platform, according to a new eMarketer report, “Marketing on LinkedIn: New Opportunities, but Old Issues Remain.”
via Changes at LinkedIn Create New Marketing Opportunities – eMarketer.
Duke-CMO-Survey-Measuring-Biz-Impact-Social-Mktg-Spend-Aug2013Marketers’ struggles measuring social’s ROI are well-documented. But here’s another sobering view from the top: according to the latest CMO Survey [pdf] released by Duke University’s Fuqua School of Business, just 15% of CMOs in the US can confidently say they have quantitatively proven the impact of social media on their business. By contrast, 49% haven’t been able to show the impact yet, and the remaining 36% have a good qualitative – but not quantitative – sense of the impact.
via Only 15% of US CMOs Say They’ve Proven Social’s Biz Impact Quantitatively.