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As might be expected in a difficult economy, lead generation topped all digital budget categories with almost 27% followed by display/banner at just under 20% and search at almost 19%.   As to what is driving digital media investments in 2012, audience composition, ROI and measurement capabilities, audience reach, and data targeting were selected by more than three-quarters of the respondents.By a wide margin, click through rate is the most important factor in campaign success with cost-per-engagement and interaction rate almost equal in importance.

Content marketing, which includes white papers, case studies, videos, custom websites, video and white papers, is among tech marketers’ top five spending priorities for 2012.  Led by collateral at 71%, followed by webcasts/virtual events at 61%, videos at 59%, research at 55%, and articles/features at 54%, marketers are investing in a wide variety of content marketing or custom programs.  Agencies are much mo

s for social media, YouTube and Facebook lead all platforms with LinkedIn, Google+ and Twitter not as popular. Among BtoB respondents, 53% found social extremely/very valuable for finding relevant technology content on the Web, which is double the 2010 figure.  Not surprisingly, 18- to 34-year-olds are most active with social media.  According to all users in the IDG survey, 60% rely most on tech sites, 46% peers or colleagues, and 43% independent tech journalists/bloggers.

90% of consumers said that authenticity is important when deciding which brands they like and support - up from 86% in 2017. And marketers understand how much authenticity matters, with 83% saying authenticity is very important to their brands, and 61% believing authenticity is the most important component of impactful content.

92% of marketers believe that most or all of the content they create resonates as authentic with consumers. Yet the majority of consumers disagree, with 51% saying less than half of brands create content that resonates as authentic.

While consumers are 2.4x more likely to say UGC is most authentic, when compared to brand-created content, marketers are 2.1x more likely to say brand-created content is most authentic in comparison to UGC.

Twitter generates 8% more Arts & Entertainment sharing activity than average, with Facebook about average and Pinterest under-indexing in this category by a significant margin;

Pinterest generates a whopping 226% more Shopping content sharing activity than average, with Facebook (-17%) and Twitter (-43%) both under-indexing in this category.

43% of social sharing activity on tablets was driven by users aged 55 and older, whose sharing on tablets grew by 88% quarter-over-quarter.

"Facebook is establishing itself as a destination for premium video content, and demonstrating a willingness to pay significant amounts of money for that content. Facebook can likely drive revenue growth to offset content costs, albeit at lower margins than what the company currently generates," analyst Brian Wieser wrote in a note to clients Wednesday. "However, because of measurement issues the company has faced in the past (and possibly a new one identified by a trade publication in Australia and replicated by us within the United States), we think the primary winner of Facebook's expansion in video will be third party measurement firms," he added.

Facebook apologized for overstating video viewership times in September last year. The company said a metric for average user time spent on videos was artificially inflated.

The firm's analyst cites Australian trade publication AdNews, which revealed last week "Facebook's claims to reach 1.7mm more 16-39 year-olds in Australia than exist in the country according to its census bureau."

Arising primarily from social media, they represent snippets—not streams—of information and can help companies to figure out what customers want and to spot looming industry and market disruptions before competitors do. Sometimes, companies notice them during data-analytics number-crunching exercises.

potting weak signals is more likely when companies can marshal dispersed networks of people who have a deep understanding of the business and act as listening posts

Nordstrom, for example, took an early interest in the possibilities of Pinterest, the digital-scrapbooking site where users “pin” images they like on virtual boards and share them with a larger community. Displayed on Pinterest, the retailer’s products generate significant interest: the company currently has more than four million followers on the site.