Provoke Insights Rejoins RAB for Retail Shopper Presentation – Radio+Television Business Report
01 Jul 2021

Provoke Insights president, Carly Fink, will be rejoining the Radio Advertising Bureau for a live presentation on retail consumer insights.

The session is ideal for those interested in retail trends, in addition to broadcasters planning campaigns for key events later in the year, like the back-to-school and holiday seasons. 

Though most COVID-19 restrictions have been lifted, buying behaviors have changed. This presentation will examine the extent and effect of these consumer shifts and help brands prepare for such adjustments.

Register at the link above. The presentation is free for RAB members and will be available for on-demand viewing. 

What B2B Firms Use Marketing Agencies For – MarketingProfs
25 May 2021

Provoke Insights’ research on B2B companies is featured in MarketingProfs, a hub for business and marketing education.

The article discusses the results from Provoke Insights’ 2021 B2B study, which began in mid-January 2021. The project sought to gather and analyze information on the marketing initiatives of B2B, B2C, and B2B-B2C hybrid companies. 

The standout findings include:

  • 23% of B2B professionals turn to outside marketing agencies for SEM and SEO purposes
  • 21% of B2B professionals commission social media agencies for social media marketing
  • B2B firms are more likely to use tradeshow marketing than B2C companies
  • B2C companies are more likely to use TV commercials than B2B companies

Marketing professionals, B2B professionals, and the general population looking to better understand marketing initiatives may find this particularly interesting.

This research is part of an in-house research study conducted by Provoke Insights in 19 different industries including Banking/Investing, Clothing, Hospitality/Tourism, and the Outdoors. Download Provoke Insights’ complimentary Brand Equity 2021 report here for newly-published insights on B2B, B2C, and dozens of other industries.

Provoke Insights: Pandemic Has Created A ‘Newfound Love For The Outdoors.’
10 May 2021

Inside Radio reports on a webinar delivered by Carly Fink and Rachael Ryan of Provoke Insights

In this article, Inside Radio reports on findings presented by Provoke Insights founder, Carly Fink, and Associate DIrector of Research and Strategy, Rachael Ryan. The webinar discussing outdoor consumers was presented on May 5, 2021 as part of Radio Advertising Bureau’s Business Accelerated initiative.

Inside Radio discuses how Provoke Insights’ research shows a newfound love for the great outdoors over the past year.

Health & Wellness & COVID-19
05 May 2021

Provoke Insights’ research on consumer trends is featured in Happi, a media company devoted to covering the global personal care.

This article uses research from various companies to show how consumers are turning various self care methods during the pandemic. It uses the Provoke Insights Brand Equity 2021 survey to show the public’s attitudes towards the return of in-person stores, top beauty brands, and more.

Happi also quotes Carly Fink, president and founder of Provoke Insights, on issues surrounding traditional shopping malls and the eventual return to in-person offices. Carly is also quoted in noting current trends in health and beauty products.

What Drives Brand Affinity for B2B Companies? – Marketing Charts
30 Apr 2021

Provoke Insights’ research on B2B companies is featured in Marketing Charts, an online hub for marketing data, graphics, and analysis

The article details the results from Provoke’s recent Brand Equity 2021 survey, which sought to track and project brand drivers for innovation, equity, and affinity for 19 industries including the B2B landscape. 

After surveying 200 B2B professionals, the results on what builds brand affinity are in:

  • Brand trust (23%) and customer service (23%) are the top most important attributes
  • Price (14%), innovation (11%), and product uniqueness (10%) are also, respectively, strong influences of brand affinity

Marketing Charts’ article also reports on other measures from Provoke Insights’ B2B Brand Equity study. For example, for B2B brands that do measure brand equity, the top three measurements used by companies are

  1. Sales revenue (41%)
  2. Qualitative research (23%)
  3. Quantitative research (20%)

As evidenced by Marketing Chart’s new article on B2B branding, B2B marketing is a growing sector of research. As more B2B companies take note of important measures like brand affinity, brand equity, and brand innovation, other B2B companies looking to retain their customers and better understand the industry should take particular note of this research. Download Provoke Insights’ complimentary Brand Equity 2021 report here for newly-published insights on B2B and 18 other industries.

Why Millennials Gravitate to New Brands in Online Investing
21 Apr 2021

Carly Fink, president and founder of Provoke Insights, published a new article in the Journal of Business Strategy.

Companies like Fidelity, eTrade, Charles Schwab, Saxo Bank and Vanguard have dominated the do it yourself online trading platforms since the mid-1990s. What made these platforms so popular is twofold: lower cost of commissions and accessibility. In recent years, there has been an influx of new competitors into this space.

Millennial traders are gravitating to more modern platforms on the market like Robinhood, Acorns and Stash. These platforms provide even lower commissions, more functionality and interactivity. As accessibility, ease and no-fee stock trading are no longer differentiators, but rather barriers to entry, brands need to move beyond functionality.

Carly examines how brands need to understand and research what makes a millennial loyal to a financial institution.

The Importance of Brand in ABM – Business 2 Community
29 Mar 2021

Provoke Insights’ research on B2B companies is featured in Business 2 Community, a key business, marketing, and industry blog

The article emphasizes the importance of qualitative measures, like traffic and awareness, for a seemingly unquantifiable strategy: branding. By investing heavily in branding, companies can catch target audiences one or two years in advance. In other words, work smarter than competitors – not harder. 

However, our research shows that 67% of B2B professionals agree that their company invests in their brand. With many other companies ranking branding high on their top priority lists, the article urges in-house marketers to take extra steps to differentiate themselves.

These steps might include:

  • Taking bold steps to stand out
  • Increasing personalization and authenticity
  • Focusing on marketing ROI rather than new leads
  • Commissioning market research

Ultimately, as demonstrated by our B2B marketing research, many brands these days focus on key qualities like unaided awareness. To stand out from the crowd, in-house marketers should look for more intuitive ways to build their brands.