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- Online video improves consumer confidence, converts sales
The added "touch and feel" of online video to promote sales is working for consumers, more than half of whom say that watching a product video makes them more confident about buying and less likely to return a product, according to a report by Invodo. A Google/Compete study reveals that customer testimonials and reviews are preferred in the burgeoning online apparel shopping category, followed by videos sent with e-mail and consumer-generated videos. eMarketer
(10/25)       
| Marketing Trends & Research | | |
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- Survey: Social media tops the list of B2B content tactics
Social media has topped website articles as the most widely used content-marketing tactic of business-to-business marketers, according to a Brightcove-sponsored Content Marketing Institute and MarketingProfs study. Eighty-seven percent are using social media such as LinkedIn, 83% put articles on the company's website and 78% publish electronic newsletters. More than half of the marketers say they will boost content-marketing budgets for next year, with about 8 of 10 marketers saying brand awareness is the goal of the combined tactics. MarketingProfs
(10/24), MediaPost Communications/Online Media Daily
(10/23)
- SMBs are getting serious about digital
Four in 10 U.S. small businesses say they're planning to increase their digital spending over the next year, according to a BIA/Kelsey survey. Almost half will maintain spending at current levels, while 3.7% say they're planning to rein in their digital costs. eMarketer
(10/25)
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- Facebook brand engagement increases almost 900% year-on-year
Brands have seen their Facebook engagement increase 896% in the space of a year, in part because of the social network's Timeline feature, according to a 2012 Adobe study for the third quarter. An increase in mobile-device usage may also have contributed to the spike, with a quarter of all brand engagement now coming from mobile users. SearchEngineWatch.com
(10/25)
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- Cadillac revs up digital campaigns to win global following
Cadillac is spending a quarter of its total ad budget on digital campaigns, in part because it's hoping to use Web ads to expand its brand to foreign markets. Cadillac lacks the foreign-market clout to make TV campaigns sustainable, but can use Web ads to tell its story and build up its brand, explains marketing chief Don Butler. "We're using digital to do things we couldn't do 15 years ago in terms of establishing and our place and our voice," he says. Advertising Age (tiered subscription model)
(10/24)
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- Dunkin' Donuts scares up Halloween buzz on Instagram
Dunkin' Donuts is running a Halloween-themed mobile and social media campaign, using platforms including Instagram and Twitter. Users can buy and share virtual gift cards with Halloween-based designs, in a move the company says is intended to complement the seasonal decorations and promotions found in its real-world locations. Mobile Marketer
(10/25)
| IAB News | | |
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- IAB Digital Media Sales Certification: Last Test Window of 2012 Ends Soon
As a subscriber to IAB SmartBrief, you know how important it is to stay on top of current trends and be in the forefront of interactive advertising. Take the next step and be recognized as an expert in the field by taking the IAB Digital Media Sales Certification exam, the gold-standard for sellers of advertising. It's rapidly becoming a competitive tool for sales teams and individuals worldwide. This certification is unlike any other today -- created by our industry, for our industry. The last test window of 2012 runs from Oct. 1 until Nov. 14. Apply today. Showcase your experience, knowledge, and competency in digital media sales.
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Consumers are warming up to online video and social brand-engagement, but almost half see online marketing express privacy concerns about such ads, according to a study. Consumers were significantly more likely to describe online ads using negative terms such as "all over the place," "invasive" or "distracting" than they were to use positive terms such as "clever" or "eye-catching." 
