BRAND MARKETING RESEARCH: Mobile Marketing Drives Brand Loyalty and More

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.

New research from Food Mix Marketing Communications reveals fifty-eight percent of brand lovers admit to hoarding their all-time favorite food product on hand. Findings prove that three-fourths of brand lovers would go out of their way to get a loved product, as well as pay more money for a loved brand.  Brand lovers are more willing to try brand extensions, and less likely to switch to competitive brands.

According to research by Integral Ad Science, compared to the first half of 2016, video viewability increased from 40% to 58.2%, and the completion rate in view increased from 26.7% to 35.1%.

The 2017 Mobile Consumer Report from Vibes claims that 70% of consumers would have a more positive opinion of a brand if it allowed them to save a loyalty card in their smartphone, over one-third of people are said to store information from brands in a mobile wallet such as Apple Wallet and Android Pay, and 83% of smartphone users also say that receiving surprise rewards, exclusive content and special birthday or anniversary messaging would have a positive impact on their brand loyalty overall.

A report by Fetch found that 31% of users in emerging markets define themselves as mobile-first, compared to 15% in Europe and 18% in North America. Similarly, where 66% of European consumers claim to access social media every hour, this rises to 72% amongst emerging markets.

Foresight Research found that in the most recently completed auto show season (2015 – 2016) nearly 2 out of 3 attendees at auto shows were in the market to purchase in the next year - that was about 4 million households or about 6 million people.  In addition, attendance among actual buyers has increased 57% over 2012.

ComScore’s Mobile Hierarchy of Needs report claims that mobile devices now account for a majority of consumers' digital minutes, with most of that time spent in apps.

Brand USA's new report found that the amount of travelers less likely to visit the US because of the political climate increased from December to February among travelers from every of the 11 countries surveyed but China.


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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