Mobile Device Mix [CHART]

  
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devicemix-q1-2012_585.jpgNon-phone mobile devices such as tablets accounted for 20% of mobile marketing impressions during the first quarter of 2012, compared to 15% in Q1 of 2011, according to a report by Millennial Media. The independent mobile platform provider measured impressions across its own platform, garnering data about the top 20 mobile phones, top 10 mobile device manufacturers, leading mobile device operating systems and top mobile app categories ranked by impressions.

Smartphones are the device to beat, with 73% of the impressions in Q1.The category stayed fairly flat from Q4 2011 to Q1 2012 (likely owing to the surge of Kindle Fire and iPad sales around Christmas). Still, over the course of a year, smartphone impressions jumped from 62% in Q1 2011 to 73% in Q1 2012. A second key influence is the decline of the feature phone, which dropped from 23% of impressions in Q1 2011 to 7% in 2012. Read the rest at Marketing Charts.

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Local Marketing Budgets [CHART]

  
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The vast majority of national brands (88%) in North America are investing some portion of their budgets in local marketing, according to local marketing automation provider Balihoo’s “Research Micro Study: National Brand Use of Local Marketing and ROI” (reported via eMarketer). They are influenced by the location-based social networks, hyperlocal communities and local search that garner consumer interest, but also relying upon outdoor media (like billboards), the TV spot market and radio.

National brands are polarized as to their levels of investment: 29% allocate just 1-5% of their overall marketing budgets to local initiatives, but 21% invest a quarter or more. Read the rest at Marketing Charts.

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Global Marketing Budgets Limited Due To Eurozone Crisis [CHART]

  
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Marketing budgets took a sharp downturn in May 2012 across the three regions (Europe, Asia/Pacific and the Americas) measured in Warc’s Global Marketing Index (GMI). The Index dipped from 53.7 in April to a near-neutral growth level of 50.3 this month, possibly reflecting increased uncertainty due to the economic situation in the eurozone. An index above 50.0 indicates improvement, below 50.0 indicates decline.

The GMI, launched in October 2011, provides a unique monthly indicator of the state of the global marketing industry, by tracking current conditions among marketers.

Warc’s global panel consists of experienced executives working for brand owners, media owners, creative and media agencies and other organisations serving the marketing industry. A GMI reading of 50 indicates no change, and a reading of over 60 indicates rapid growth. Read the rest at Marketing Charts.

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Leading Spot Radio Ad Growth Categories, Q1 2012 [TABLE]

  
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Radio posted its third consecutive Q1 increase in 2012 with a 1% rise to $3.814B. Surges in Digital (+10%) and Network (+8%) and a significant increase in Off-Air (+3%) combined with a stable Spot sector, led to the positive results, according to [pdf] a report by the Radio Advertising Bureau (RAB). Q1 2012 results confirm that radio commands a solid position in brands’ total marketing plans, stated Erica Farber, RAB President and CEO. “While advertisers continue to capitalize on Radio’s Spot and Network efficiencies, they’re increasingly utilizing local digital capabilities and audience engagement that this medium affords.” Read the rest at Marketing ChartsRead the rest at Marketing Charts.

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Brand Cannibalization [CHART]

  
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Just 1.5% or 1 in 67 shoppers, accounted for 80% of volume during a 12-month window following their introduction, according to [pdf] a new report published by Catalina, the Florida-based consumer-driven marketing firm. The report explores the purchasing behavior of more than 41 million US consumers and shows that a tiny fraction of shoppers determines the success of new consumer packaged goods (CPG) product launches.The study examined 25 of the top product launches of 2010, and found that for line extensions, 63% of sales came from existing brand buyers, of which almost half of those sales cannibalized existing brand purchases.

“This report shows just how few consumers make or break even the most successful new CPG product launches,” said Todd Morris, executive vice president of brand development for Catalina. “With such small shopper concentrations (1.5%) driving the success of product launches, it’s critical for a brand’s advertising and promotions to reach the consumers who are most likely to try and repeat.”

This tiny percentage of shoppers that accounted for most sales was worth 64% more per capita than the average new brand trier. Even the biggest selling new products in the study depended on extremely small percentages of shoppers for sales. The two top selling products tracked in the study, an enhanced water beverage and a Greek yogurt, depended on just 1.4% and 2.7% of consumers, respectively, to drive 80% of their sales. Read the rest at Marketing Charts.

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How Multiscreen Consumers Learn Of New Products & Services [CHART]

  
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Not surprisingly, the more screens a consumer uses, the more likely he or she is to discover and research products online, versus offline. While 75% of two-screen (2SCRN) consumers list offline sources like word-of-mouth, catalogs and television as their primary way of discovering new products, that percentage drops to 63% for 4SCRN consumers. And, the more screens consumers use, the more likely they are to welcome digital engagement by marketers post-purchase, according to [pdf] a May 2012 report called “The Multiscreen Marketer,” conducted by eConsultancy on behalf of the the Internet Advertising Bureau (IAB).

In an attempt to explore how the multi-screen affects shopping, if at all, consumers were asked to list their top three sources (both online or offline) for becoming aware of new products, researching products and finally, for being kept in touch with by brands. Read the rest at Marketing Charts.

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