Salesforce Research has released its 4th annual "State of Marketing" report [download page], surveying the landscape of the evolving function. While the study covers several different areas, one particular takeaway underscores the rate of change, at least in channel usage: marketing leaders responding to the survey estimated that on average, one-third of their budgets are spent on channels they didn't know existed 5 years ago.
In a reversal from past research (see here and here) consumers are more likely to share good experiences than bad ones, according to a recent Temkin Group survey. In fact, just 14% of the 10,000 US consumers surveyed said they were tight-lipped following a recent very good experience with a company, compared to 35% who didn't tell anyone following a very bad experience.
Advertisers may be missing out on the potential benefits of advertising that better represents the LGBT community, according to YouGov research. The market research firm finds that LGBT consumers are more apt than the public as a whole to respond to advertising by searching for products and services, but also wish they were represented more in ads.
The majority (53%) of growth in FMCG sales is coming from the smallest manufacturers, which have risen to 19% share of dollar sales, up 2 points over the past 5 years, according to a recent Nielsen report. In fact, the smallest manufacturers seem to be cannibalizing sales from the largest food and beverage manufacturers, whose market share has dropped to 31% and who are contributing just 2% of sector growth.
Recent studies have illustrated the impact of thought leadership with business decision-makers and how companies can stand out in a sea of noise. Now, a report [download page] from Forbes Insights and the Deloitte Center for Industry Insights provides additional context, demonstrating the formats that CXOs prefer. The results, as noted by the authors, are sometimes "surprising."
Globally, newspaper revenues declined by 2% year-over-year in 2016, as increases in circulation sales failed to match declines in ad spending, according to top-line data released as part of the WAN-IFRA's annual World Press Trends survey. The study estimates that 56% of newspaper revenues were derived from print and digital circulation sales last year.