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
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
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.