Weekend Reading, 3/6/15

March 6, 2015

ForbesgyroSAP-CMOs-Personal-Aspirations-Mar2015A majority (56%) of CMOs from around the world want to influence product and market strategy, and close to half aspire to influence corporate strategy, finds a new study [download page] from Forbes Insights in association with gyro and SAP that’s based on a survey of 318 CMOs from around the world. The report segments CMOs into 6 distinct profiles but finds that despite their differences, CMOs are mostly united in being increasingly data-driven and aspiring to influence strategy.

In other recent data points:

  • Mobile video will grow to account for more than 20% of all video viewing minutes (legacy TV included) among US consumers by 2025, according to a new report from TDG Research.
  • Viewing on a TV set in the UK declined last year, but virtually all of TV viewing (98.4% share) was on a TV set rather than on mobile devices and laptops, reports Thinkbox, the UK commercial TV’s marketing body.
  • A separate report from Strategy Analytics, though, predicts that this year the UK will be the first country in which digital will account for half of ad spending, more than double the share captured by TV (24%). By comparison, TV will account for 50% more media ad spend than digital in the US (42% vs. 28% share).
  • Switching gears, a new survey fielded by Infogroup among DMA2014 attendees finds that most “haven’t moved beyond the basics when it comes to data collection,” and that a majority want to collect more data on their customers.
  • Mobile users acquired via advertising between the hours of 9AM and 1PM tend to be the most valuable to marketers, reports Fetch in an analysis of aggregated data from its clients. Mobile app use, though, tends to peak at around 8PM, according to Localytics data.
  • Sticking with timing data, HubSpot has some research on sales emails, finding that 50% are opened in the first 24 hours post-delivery.
  • HubSpot also released some social media benchmarks showing posting frequency across 9 industries, demonstrating that the marketing services industry tends to be quite active, with 29% of participants posting more than 10 times a week.
  • Finally, a new study [download page] from Return Path shows that the more that subscribers read welcome series emails, the more engaged they are and the more they spend.
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