RESEARCH: Coupon Use Holds Steady, Content Marketing and Engagement Top Priorities for Marketers

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.

Valassis announced the results of its annual 2K17 Coupon Intelligence Report: “Influencing Consumers Along the Path to Purchase.” Overall, the study found that coupon use is holding steady with 90 percent of consumers obtaining them from a variety of online and offline sources.

CGC (Consumer Generated Content) solution provider Bazaarvoice, Inc. released its annual CGC Index, an in-depth analysis of how CGC influences shopper behavior across different industries worldwide, reporting that best-in-class performing brands and retailers experienced more than 90-106 percent lift in conversion and more than 101-116 percent lift in revenue per visitor (RPV) in 2016 when consumers interacted with CGC during the shopping process.

Econsultancy and Adobe's new 2017 Digital Trends report revealed that 29 percent of marketers say content marketing will be one of their top three most important activities in the coming year, 28 percent of all marketers say they want to boost engagement in social channels, and 25 percent said they will be attempting to make their marketing more personalized and targeted.

NetBase today released its 2017 NetBase Airline Report, which analyzes the top social trends and overall social performances of 60 select airline brands across social channels in 2016. According to this year’s report, Jet Blue, United and American Airlines scored the highest overall on Social Rank, whereas Korean Air, Aeromexico and Asiana Airlines scored among the lowest amongst all brands.

Sprout Social’s latest Q1 Index Report  revealed that over 60 percent of people follow a brand on social media before they purchase from that brand, making social media a crucial channel for marketers. 30 percent of Millennials engage with a brand on social at least once a month, while for Baby Boomers the number comes down to 14 percent.

 IT market research company Gartner has found that just 10 percent of households currently have any connected home solutions.

A study by Research Now and Qualtrics for Zebra Technologies that surveyed 1,700 executives across multiple retail segments found that almost three-quarters (70%) of executives said they plan to use beacons for location-based marketing by 2021, according to the study.

MarketingSherpa released research that revealed that asked satisfied and unsatisfied customers of a chosen brand how reliable said brand's products and services are. 43% of satisfied customers responded "very reliable," or a five out of five on the scale of reliability. The most frequent response from unsatisfied customers (34%) was "fairly reliable," or a three out of five on the scale of reliability.


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.

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