Has Google Finally Proven Online Ads Cause Offline Purchases?

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  • Google, as part of its ongoing effort to link online ad exposure to offline purchases, announced in late May that it will be able to track about 70% of credit/debit card purchases, and to connect them to online consumer behavior. Currently, about 30% of all ad dollars are spent online, and Google receives about 50% of that as revenue. Google’s announcement is a response to its competition Facebook/Square/Marketo, who track some consumer store visits and transactions.
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Best Digital ROI

Which Digital Channels Deliver the Best ROI?

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    • GetResponse surveyed 2,510 digital marketers from around the world. 42% worked at a B2C company, 19% at a B2B firm, and 39% in either one or the other. They found that email and social media ranked as the top two digital channels for delivering an excellent ROI.

18% of marketers across all industries indicated that email marketing produced a superior return on investment, social media ranked second (17%),

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The Use Of Neuroscience In Marketing: The Brain Tells No Lies – Part 1

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Author: Jessica Hawthorne-Castro

Title of piece: The Use Of Neuroscience In Marketing: The Brain Tells No Lies – Part 1

Original Link: DemandGenReport

Date Published: September 1, 2017

Editor’s Note: This Demanding View is the first of a two-part series of articles from Hawthorne Direct.

Neuroscience is traditionally the realm of medicine and scientific research, but it has exciting applications for advertising.

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Gen-Z: The Not So Silent Generation

00Industry Research

More than 70% of Gen-Zers (those born after 1995) surveyed ( NRF/IMB “Uniquely Gen-Z Study” ) say they influence family spending on everything from electronics to vacations to household items. A poll of 1,000 parents of Gen-Zers by InfoScout revealed that Mom and Dad agree: wholly 67% of those parents claimed they “get their child’s input before making purchases,” and 59% asserted that “they won’t buy an item if their child does not approve.” These percentages pertain particularly to apparel,

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Amazon Whole Foods

Amazon’s Takeover of Whole Foods Begins Monday [Aug. 28] – and You’ll See Lower Prices Right Away.

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  • The FTC has concluded its probe of the Amazon/Whole Foods takeover deal. The $13.7 billion buyout of Whole Foods will take effect on August 28th.  Many price reductions and product name changes will occur simultaneously, with more following soon thereafter.

    In fact, Amazon will continue to lower prices, and offer reductions and on-premise benefits to Amazon Prime members.  Countering the grocery market’s moniker “Whole Paycheck”, Jeff Wilke, Chief Executive of Amazon Worldwide Consumer issued a statement: “Everybody should be able to eat Whole Foods Market qualitywe will lower prices without compromising Whole Foods Market’s long-held commitment to the highest standards.”

    You now will be able to purchase Whole Foods label products on Amazon,

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Hawthorne’s Sarah Arnett to speak at the OPEX Week Summer event in San Diego

00Agency Press

On Wednesday, August 23rd, Hawthorne’s Sarah Arnett will be speaking at the OPEX Week Summer event in San Diego, Calif. OPEX Week Summer brings together operational excellence and transformation leaders from across the United States to debate and discuss progressive OPEX tools, methodologies and technologies that are driving change in every industry. The conference begins August 21st with a Customer Experience Day and Workshop Day, and runs through August 23rd with two full days of main conference sessions.

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Milliseconds Matter

The Cost of Milliseconds in the Digital Marketplace

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Soasta, a leading digital performance analytics company, recently conducted its State of Online 

Retail Performance Study, in which it assessed data from over 10 billion online retail user experiences. It sought to observe across online media (on desktop, mobile and tablet) the challenges presented by each second of loading time to consumer viewership and ultimate sales conversion.  Topline observation:  If a retailer’s page requires more than three seconds to load,

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TV & Internet Consumption

Is TV’s Reign Nearing Its End?

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For years, trends of average daily TV and internet consumption (mobile + desktop measured in minutes per person) have been converging. In 2009, per person time spent on each channel was 48 minutes for internet, and 188 minutes for TV. As the rise in internet usage has continued to erode TV usage, we see that in 2016 TV minutes have declined to 170 minutes, in contrast to internet minutes, which have risen to 140 minutes –

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Five Ways to Strengthen Accountability of Your Marketing Initiatives

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Author: Jessica Hawthorne-Castro, CEO

Original Publication: 60 Second Marketer

Date Published: August 10, 2017

Marketing teams have always been expected to prove their mettle, but the acceleration of mixed-media campaigns and budget increases for marketing technology are raising the stakes. And while these campaigns and technologies increasingly rely on digitization that can aid in tracking results, marketers still face challenges.

To hone accountability, marketers will need to do their research,

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