Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "path to purchase"
- Three quarters of consumers said they feel bombarded by advertising.
- Eighty-three percent of shoppers said they host or attend watch parties at home at least once a season.
- Keeping customers engaged with your brand is a key to future success. A loyalty program is one way to keep customers engaged. Sleep Number's Senior Director of CRM & Loyalty, Lisa Erickson, will share how, even with their long purchase cycle, they're able to build brand love and advocacy with their InnerCircle Rewards Program.
- Excessive repetition on streaming services isn't just annoying -- it depresses purchase intent, a new test by Magna confirms.
- Consumer trust in a brand is crucial to purchase decisions. Some 51% of consumers say online content adjacency influences their trust in a brand, and 69% say their level of trust influences their decision to engage with a brand's products and services.
- Brands turn programmatic on at the top of the funnel, but don't consider how it impacts the entire journey, according to Sam Huston, chief strategy officer at 3Q/Dept.
- Incentivizing customers to engage and become brand loyalists is the holy grail of contemporary marketing. Player Loyalty CRM Manager, Liz Bowles Button of North Carolina Education Lottery, shared how they solved the first-party data challenge by appealing to their customers' love of chance with a gamified program. Likewise, she shares the winning strategies for keeping players engaged beyond the transient ticket purchase.
- A study by media company Xaxis, marketing agency Catalyst and London Research explores recent shifts in consumer shopping behaviors resulting from the pandemic.
- Consumers consider ads running in newspapers or before movies the most trustworthy, a Nielsen study finds, and are not inclined to begin a relationship with a new brand, despite the proliferation of consumer choice.
- Some 57% of retailers in a survey said most of their customers begin their shopping journey on Google or Amazon. Nearly 1 in 3 retailers with the highest sales performance say they spend too much on search engine marketing and optimization efforts to garner new prospects, with the remainder most likely to say they are spending slightly too much.
- Some startling new research from GroupM's Wavemaker unit reveals that the erosion of brand equity becomes much more exaggerated when consumers' "path to purchase" takes place online vs. the physical world.
- Study found the pandemic accelerated the use of AR, and more than 75% of consumers believe it will become a key technology.
- Research takes a higher priority this holiday season on sites including Amazon, Bing, and Google, brand and retail websites, and review sites. Video sites also give consumers a place to research products and learn how to use them
- Buyers are looking for support and reassurance throughout the purchase process as companies pivot their offerings, budget allocations, media strategies, customer experience enhancements, and the role of sales teams.
- Data from GfK and WARC shows where advertisers will spend ad budgets and where consumers plan to shop.
- Location ad company GroundTruth just released research on ecommerce conversion rates and data on how in-store visits impact overall online and offline purchasing, providing Q3 ad estimates as advertisers prepare for the holidays.
- A majority of brands are using defined journey maps or building them. And email is the most effective touchpoint, Ascend2 reports.
- Some 68% of consumers believe they are better equipped to make informed purchase decisions vs. five years ago, a study by Valassis conducted with Kantar finds.
- Visual search has increasingly become a channel that can drive consumers from becoming aware of a product to making a purchase.
- Gartner classifies visual search as an emerging technology, on par with results of an eMarketer survey suggesting that few consumers "regularly" use it.
- Consumers are calling much later in the purchase process, so handling inbound calls is much more critical to the path to purchase than ever before.
- Kantar's full-funnel, multi-touch approach is intended to teach marketers to focus on brand building, and includes driving consumers to their website, even if the company doesn't support direct-to-consumer brands.
- A new report from Deloitte Digital outlines how emotion-driven engagement extends across the entire customer journey and how brands can leverage this to increase "lifetime value" and "brand loyalty."
- While traditional brand attributes still are vital factors, the extent to which they perceive brands to be culturally engaged is becoming a differentiating reason why many consumers prefer a brand. That's the top-line conclusion of an extensive study released this week by Interpublic's Magna and IPG Media Lab, in conjunction with Twitter. The study, which was conducted online among two separate samples reflecting the general population, as well as "Twitter boosters," found "cultural relevance" accounts for 25% of product purchase decisions.
- Some 97% of Asian-American households have a smartphone and 89% have a computer, which beats out the average U.S. household.
- They expect variety and savings. And email is their favorite messaging channel, Digitas reports.
- A controlled test utilizing a new, state-of-the-art measurement system indicates machine learning makes advertising more effective by identifying and targeting people most receptive to the campaigns. The study -- conducted by IPG Mediabrands' Magna and IPG Lab units in partnership with 21st Century Fox's True[X] subsidiary -- utilized True[X]'s Up//Lift measurement technology to measure three campaigns over a month to find out which performed better: campaigns managed with or without machine learning.
- Consumers are 180% more likely to click on results with concrete words like "shop," when close to making a purchase, while searchers are 20% more likely to click on results with abstract words like "best" when just browsing.
