BRAND MARKETING RESEARCH: More than 60% of Black Friday Shoppers Using Mobile Apps

A summary of the most exciting recent research in brand marketing in the U.S., U.S.-Hispanic and Latin American markets. If you're trying to keep up, consider this your one-stop shop.

According to a recent survey of readers in the digital marketing space by SmartBrief, data is at the top of the list of purchasing priorities for marketers: More respondents said their companies plan to invest in data and measurement products and services over the next 12 to 18 months than any other type of marketing product.

SaleCycle’s remarketing report has revealed that the global cart abandonment rate for Q3 2017 reached 78.4%, representing a 1.5% increase from the previous quarter.

According to Inskin Media, the effectiveness of online ads has more to do with the relationship the reader has with a publisher than the surrounding editorial content: Ads on the branded publisher sites increased awareness by 60% compared to the ads on other sites, and among readers with a close relationship to the publisher, awareness of ads was 152% higher than among those who saw the ads elsewhere.

A study from Branding Brand and Leanplum found that more than 60% of Black Friday shoppers are set to use mobile apps rather than desktop websites to hunt for bargains this year.

The Nielsen Global Brand-Origin Report was based on surveys of more than 31,500 online respondents in 63 countries and examined consumers’ preference for and sentiment toward products manufactured by local manufacturers versus large global/multinational brands across 34 categories. Categories where consumers were more inclined to opt for a locally manufactured product over a global brand included dairy products (54%), biscuits/chips/snacks/cookies (32%), ice-cream (31%) and mineral/bottled water (30%).

DMA’s Consumer Email Tracker 2017 report found that 44% of people have set up dedicated email accounts to receive marketing messages. And when people check marketing emails, almost half (49%) said they need to recognize the brand before opening any communication.

More than 93% of chief marketing officers have overhauled their digital strategy amid brand safety concerns, according to a study from Teads. As a result, 48% of those surveyed are reviewing relationships with suppliers and 55% are reviewing their agency relationships.


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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