Tag Archives: nielsen
Content creation becomes ‘its own discipline’ moving into 2013
The amount of time and money dedicated to marketing varies during the year. In many cases, brands spend fewer dollars on outreach programs when global economic woes are widely reported by big media outlets. However, Nielsen’s Global AdView Pulse reports that, during the first half of 2012, there was an increase in spending across almost all media types. The report shows marketers increased spending on internet campaigns by 7.2 percent, which complements several reports showing practices like content marketing will garner additional promotional dollars in the near future. Overall, global ad spending increased by 2.7 percent in the first half of 2012 Continue reading
Meet social customer service demand with custom content
Social media is an ever-changing resource for marketers. Currently, Facebook is third on Nielsen’s Top 10 Global Web Parent Companies for Home and Work list, with a unique audience of over 328 million and an active reach of 72.6 percent. This social hub attracts a wide consumer base who entertain themselves, share content and engage with the brands they purchase products or services from on a regular basis. Continue reading
37 percent of consumers watch web video content every day
A report from Nielsen found that video content consumption has become increasingly common, and nearly one-quarter of Americans view videos on the web from some connected device more than once every day. Moreover, 13 percent watch web videos at least once per day. While 27 percent have not viewed web video content at any point in the last month, Nielsen found it’s likely that the number of Americans using the web as primary source of watching videos will grow moving forward. A substantial portion of the growth is due to the amount of web-connected devices consumers interact with every day. The report found that 36 percent of consumers around the world own a smartphone, which represents a 15 percentage point jump since 2010. Twenty-one percent of Nielsen respondents consume video content on their smartphones more than once per day, while 43 percent said they have not in the last 30 days. Still, 28 percent have accessed video content with a tablet at some point in the month, and 4 percent said they do so more than once every day. Tablets, however, have not contributed too heavily just yet, with 72 percent saying they have not used one to watch video in the last 30 days. Still, 28 percent have accessed video content with a tablet at some point in the month, and 4 percent said they do so more than once every day. Brafton recently reported that video content marketing may be ideal method of reaching the audience with Americans viewing more than 10 billion video ads in May, marking the first time this figure has surpassed the 10-billion mark.Like other forms of web content, video has become a format that can reach consumers at any point throughout the day. With many tablet owners also using smartphones and desktops or laptops to view video content, video’s growth is almost inevitable. Continue reading
Marketers struggling to adjust to consumers’ needs across channels
A report from PulsePoint found that many marketers, agencies and content publishers are struggling to generate content that appeals to their target audiences across channels. As more consumers and B2B buyers access content from computers and various mobile devices, the need for dynamic, multi-faceted campaigns becomes increasingly clear and Pulsepoint’s study indicates many marketers struggle to keep up with evolving internet behavior. According to the study, agencies have been more successful than marketers and publishers in launching campaigns that appeal to their target demographics on several different fronts. Fifty-seven percent of those included in the study said their multi-channel efforts are very or extremely effective. It appears as though agencies are looking to improve their ability to gauge the strength of their campaigns. More than 41 percent of agencies said a top priority was adopting new metrics to assess campaigns better. Twenty-seven percent of publishers said their multi-channel efforts are effective, while just 15 percent of marketers considered this to be true. PulsePoint said that multi-channel campaigns are common now given the multi-platform behavior of consumers. These efforts are effective in the sense that they improve presences in several different areas. However, insights for campaigns are too frequently analyzed separately when they could be combined to gain an understanding of cross-web influence, according to PulsePoint. Essentially, social metrics are applied only to social, rather than using data gathered from Twitter, Facebook and other platforms to improve website content or email campaigns. Cross-channel campaigns, which PointPulse defined as any effort that uses insight from different channels to inform actions in others, are more likely to help companies succeed moving forward. Similarly, real-time interactive marketing efforts, which allow organizations to make changes to their campaigns more quickly. By and large, agencies believe their cross-channel campaigns and real-time interactive strategies are effective. However, marketers and publishers are less successful with these kinds of strategies, PulsePoint found. Adjusting marketing practices to make campaigns adaptive to audience responses will help companies moving forward. Consumers are increasingly active on the web, using multiple networks and channels as part of their daily lives. Failing to aggregate data and provide prospects with an experience that transcends each channel can hurt businesses. Despite marketers’ current struggles in providing a truly cross-channel experience, their efforts are likely to change based on priorities set for the coming months. For example, 42.3 percent of publishers said they hope to be more active on new channels soon, while 45 percent of marketers will reportedly work to better optimize their efforts this year. Changing consumer behavior has been well documented, and it’s likely that the shift will continue as people make more technology a greater part of their lives. Brafton has recently highlighted a number of studies that illustrate the increasingly dynamic behavior of web users. For example, a report from Nielsen found that more than 70 percent of consumers turn to the web while shopping to learn about electronics they look to purchase. Businesses trying to better integrate their online web presence can consider using website content marketing to appeal to these shoppers doing brand comparisons as well as social content discussing new products to reach those checking social channels and encourage users to learn more on their sites. Continue reading
