RESEARCH: Coupon Use Down, Emotions, Customer Service Key to Positive Brand Experiences

Check out our new round up for brand marketers, where you'll find the most relevant new insights and research published over the last week.  If you're trying to keep up, consider this your one-stop shop.

Satisfaction is the emotion consumers most associate with positive brand experiences, according to recent research from InMoment.

Media agency UM’s Wave 9 social media tracker found that 85% of consumers globally use instant messaging to stay in touch with family and friends (compared with 69% in last year’s survey), and that instant responses are expected.

BBC StoryWorksstudy ‘Science of Engagement’ says no emotion is a bad emotion when it comes to creating content-led marketing campaigns. When you trigger serious emotions – puzzlement, fear and sadness – a deeper subconscious relationship with the brand occurs.

A study by Walker Sands has found that just 50% of US mobile users redeemed a coupon last year, despite the fact that 53% believe it would improve their in-store experience.

AT&T has overtaken Verizon as the world's most valuable telecoms brand, and Nokia's brand value has reached $4.9bn on the back of newfound momentum following the revival of the 3310.

A satisfied customer is more than twice as likely to subscribe to a brand's email marketing when compared to unhappy customer, according to the MarketingSherpa Customer Satisfaction Research Study.

Gartner released its periodic update to the Gartner Magic Quadrant for Application Security Testing, which analyzes vendors’ Static, Dynamic and Interactive Application Security Testing capabilities. IBM maintained its position in the “Leaders” Quadrant for Application Security Testing in a report that spanned 18 total vendors.

Research from Adgooroo revealed that Amazon came in at the top of the list of US paid search advertisers last year, generating 471.4m clicks in 2016, with Weather.com coming in second with 245.6m clicks. Macys was third with 167.6m clicks, followed by The Home Depot with 146.1 clicks.

PointSource’s latest study reveals that 48% of organizational leaders report that they aren’t sure they’re accurately addressing their audiences' needs across platforms, while 84% say their organisation has outdated legacy systems that impact the ability to improve their digital experiences.


Gretchen Gardner @gardnergretchen

Gretchen is a communications specialist and owner of GMG Strategic Communications. She currently lives in Buenos Aires, Argentina, where she works with Argentine and international ventures on shaping their content, branding and marketing strategies to position them for success in global markets. She is also a lover of all things information and has worked consistently in journalism since college, most recently as a writer at Portada and as the deputy editor of The Bubble, the first informal, English-language news portal in Buenos Aires. She hails from Washington, D.C. and has a bachelor's degree in history and Hispanic studies from Hamilton College as well as a master's in international relations from the Argentine university Universidad Torcuato Di Tella.
Gretchen is a communications specialist and owner of GMG Strategic Communications. She currently lives in Buenos Aires, Argentina, where she works with Argentine and international ventures on shaping their content, branding and marketing strategies to position them for success in global markets. She is also a lover of all things information and has worked consistently in journalism since college, most recently as a writer at Portada and as the deputy editor of The Bubble, the first informal, English-language news portal in Buenos Aires. She hails from Washington, D.C. and has a bachelor's degree in history and Hispanic studies from Hamilton College as well as a master's in international relations from the Argentine university Universidad Torcuato Di Tella.

MORE FROM PORTADA

GroupM’s Susan Schiekofer and Undertone’s Michael Pallad Will Discuss Brand Safety at #PortadaNY

GroupM’s Susan Schiekofer and Undertone’s Michael Pallad Will Discuss Brand Safety at #PortadaNY

Do digital advertising standards and policies need to change in the light of fake news, transparency and ad fraud issues? Hear from the executive responsible for digital trading and implementation across all of GroupM’s agencies about what needs to be done so that brands demands are 100% met.



Women in Marketing and Media: If You Don’t See Her, You Can’t Be Her

Women in Marketing and Media: If You Don’t See Her, You Can’t Be Her

Although women are increasingly more visible in the industry, there’s still a long path to go towards women achieving their full potentials and pushing their untapped capabilities to the maximum, especially for Hispanic and African-American women, who feel their barriers are even higher.