Market Research

Fifth Dimension CEO: The problem with brand trust metrics

Many brands set store by levels of customers’ trust but cracks are appearing in the value of measuring it. That's the view of Fifth Dimension CEO, Lyndall Spooner, whose research consultancy is trying to dissuade clients from using trust scores.

Digital Marketing

Report: Customer engagement is more difficult in the Covid era

More than three-quarters of digital marketers are finding customer expectations harder to meet than a year ago, according to the latest State of Marketing Report from customer relationship management (CRM) platform, Salesforce.

Digital Marketing

Report: Australian ad spend to grow 9.1 per cent in 2021

Australia’s advertising spend is expected to grow by 9.1 per cent in 2021 as the sector makes a quicker and stronger recovery than expected but will still trail 2019 investment levels as some channels take longer to bounce back from the global pandemic.

Measurement & Analytics

Report: CDP adoption hampered by data maturity

A lack of data maturity and actionability is hampering utilisation of customer data platforms (CDPs), a new joint study by Epsilon, Adobe and Publicis Groupe and conducted by Forrester Consulting has found.

Digital Marketing

GroupM, IAS reports highlight complexity of navigating the connected TV landscape

Four in five connected TV viewers are comfortable with some of their data being shared with advertisers and half are ok with brands knowing what shows they’re watching regularly, a new report claims.The findings come as a fresh study by GroupM into brands and media opportunities post-pandemic highlights the complexity and opportunity around TV and streaming content in a rapidly changing landscape dominated by US-based streaming providers.

Digital Marketing

Report: Covid link to brand loyalty

During the height of the Covid pandemic last year, some 87 per cent of consumers tended to remain with brands they knew, according to the 9th annual Australian customer loyalty and loyalty program research study, For Love or Money 2021.

Digital Marketing

Report: Negative news killed conversions in 2020

In 2020, negativity led to lower conversions across a range of industries including ecommerce, fitness and nutrition, and home improvement, according to the Unbounce 2021 Conversion Benchmark Report.

Strategy

Report: Customers and post-purchase experience remains disconnected

Post-purchase help and communications, plus a sense of belonging to a community, are vital factors influencing loyalty across Australian consumers. Yet these elements continue to be a let down for many of us when engaging with brands, a new survey has found.

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State of the CMO 2021

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