Research & Data

Archive for the ‘Research & Data’ Category

February 20, 2019

Digital Now 54% of US Advertising, Mobile Two-Thirds of Digital

Digital advertising in the United States will be worth approximately $129.3 billion in 2019, according to new estimates from eMarketer. Traditional media collectively will come in at $20 billion less, around $109 billion. This marks the first time that digital advertising has exceeded traditional media. Accordingly, digital advertising will represent 54.2% of overall US advertising….

Contributed by: Greg Sterling

February 19, 2019

Study: Live Events Most Successful B2B Engagement Channel

There is no denying the power of meeting face-to-face. Often the most efficient way to do this is at live events. According to a Demand Gen Report, 76% of 150 B2B marketers said that live events offered the best top-funnel engagement opportunity. But the embrace of live events isn’t just for the top of the funnel. A majority…

Contributed by: Joe Morsello

February 6, 2019

Report: Inaccurate Local Listings = Lost Sales

Though the consumer journey is more variable and complex than ever, it’s clear that shoppers conduct online research before almost every offline purchase. The data confirms this. LSA research shows 70% of adults do internet research “every time” or “almost every time” before buying. During this process, consumers expect to find the accurate local business…

Contributed by: LSA Editors

February 6, 2019

Survey: 56% of Local SEOs Say Ranking Harder in 2019 but Most Still Upbeat

Last month, BrightLocal released its annual Local Search Industry survey, which focuses on the services, pricing and salaries of local SEO practitioners. This year’s installment featured responses from 650 local marketers of agencies, local businesses, franchises and freelancers as follows: Agencies and Freelancers: made up of Local, Regional, National & International Marketing Agencies, Web Design…

Contributed by: Courtney Dobson

February 5, 2019

Google: Online Consumer Touchpoints Range Between 20 – 500 Depending on Purchase

Google_Consumer_Touchpoints_LSA_Blog_Image_622px

Most marketers have come to understand the reality of a nuanced, unique and non-linear path to purchase for consumers. The new path is a result of access to information online that helps consumers make informed purchase decisions and the smartphone has made this information accessible anywhere. The challenge marketers for brands and small businesses face…

Contributed by: Joe Morsello

February 1, 2019

The Website User Experience: What Matters Most?

Despite the growing perception that websites no longer matter, consumers do value websites and have strong opinions about how they should function. A new study of 1,013 US consumers from Blue Fountain Media UX revealed consumer views on privacy, retail and e-commerce and website content. Keeping websites current is critical; 81% of consumers “think less…

Contributed by: Courtney Dobson

January 30, 2019

Recency Counts: Unpacking the ‘Consumer Review Journey’

No one disputes the influence of reviews and ratings on consumer buying decisions. A 2018 study conducted by LSA for SOCi found that reviews and ratings were the “most important” influence on purchase decisions, outweighing all other factors, including pricing/discounts, business location — even personal recommendations of a friend or colleague. In addition, 71% of consumer…

Contributed by: Greg Sterling

January 23, 2019

Why Do Most SMBs DIY Their Own Digital Marketing?

Of the roughly 28 million small businesses (SMBs) in the US, how many are trying to DIY their own digital marketing? The answer is: most of them. A recent LSA report (commissioned by Mono), revealed the marketing and software products SMBs purchased directly from the service provider’s website or app. Overwhelmingly, the most common self-provisioned…

Contributed by: LSA Editors

January 23, 2019

Less than 10% of SMBs ‘Extremely Marketing Savvy’ but 95% DIY

There have been many discussions on this blog related to do-it-yourself (DIY) digital marketing within the small and medium-sized business (SMB) population. From exploring the motivations behind the desire to DIY, to how these efforts translate (or don’t) to actual business results, these discussions have all led to a similar conclusion: DIY isn’t an effective…

Contributed by: Joe Morsello

January 18, 2019

What If Everything You Thought You Knew about Mobile Ads Is Wrong?

There’s a mobile-marketing cliché that promises mobile ads can deliver the “right message at the right time and right place.” In that context and most marketing discussions, the focus is on customer journey touchpoints, audience targeting, relevance and location. Must less often is the discussion about creative or the role of brand awareness in driving customer engagement. A new survey of…

Contributed by: Greg Sterling

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