Around half (49.2%) of US PR professionals say they use influencers to get brand stories and key messages out, while close to one-third (32.5%) are considering doing so, according to the results of a recent report [download page] by PR News and Meltwater. But perhaps...
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Employers More Trusted Than Business As A Whole
Around the world, people's trust in key institutions - such as the media and NGOs - is modestly growing, but remains fairly low, according to the latest annual Edelman Trust Barometer [pdf]. The study indicates that actually, people globally are more likely to hold...
Trust and Transparency Key to Success for Influencer Marketers
More than half of marketers (56%) cite changing expectations from digital native consumers as one of the biggest drivers of change, per a recent report [download page] from Econsultancy's Influencer Intelligence. These young consumers prefer more "reliable, authentic...
Young People Are More Favorable to the Advertising and PR Industry
The general public in the US has traditionally had a dim view of advertising practitioners' honesty and ethical standards. But that doesn't seem to have fully translated to the advertising and PR industry as a whole, which seems to be met with more neutrality,...
Top 25 B2C Marketing Charts of 2017
From media and advertising trends to budgets, demographic data and the customer experience, our collection of 2017's top B2C marketing charts (B2B has its own deck – stay tuned) showcases some macro trends running through the industry while also paying heed to some of...
B2B Marketers Struggle to Get Their Content in Front of the Right Audiences
B2B marketing communication campaigns are facing difficulties reaching target audiences, according to the 2018 State of B2B Communications report [pdf] from Ytel. The study finds a majority of survey respondents agreeing that they have a hard time getting their...
W-O-M the Primary Way Attendees Learn About Events
Event organizers should pay special attention to viral marketing, argues XING Events in recent research [download page], which finds that attendees are more likely to learn about events from friends and acquaintances (66%) than by any other means. This adds to the...
People’s Perception of the Advertising & PR Industry Is Still Low, But Has Improved
It's hard to sell to a public that doesn't view you well... Yet that's the task faced by the advertising and public relations industry, which continues to rank towards the bottom of all industries in public perception, according to Gallup's latest survey on industry...
Building Trust in Mobile Apps & Services: Data Privacy is Key
Lack of trust is the main barrier to greater use of mobile apps and services, according to [download page] a Mobile Ecosystem Forum (MEF) and ForgeRock survey of more than 6,500 smartphone users across 10 countries. In fact, almost half of the respondents said that...
Top 10 Marketing Charts of the Month – April 2017
This month's quick-hit set of top charts includes the following topics: traditional TV viewing trends and live vs. OTT viewing; Netflix vs. cable-TV subscriber count; biggest video ad challenges; youths' purchase influencers; teens' top social platforms; businesses'...
How Do Marketing and PR Pros Think Their Roles Will Converge?
A majority of marketers believe that public relations will become more closely aligned with marketing in the next 5 years, something that many PR professionals agree with. But there are some differences in opinions among other respondents to USC Annenberg's Global...
The Most Important Trends Impacting the Future of Public Relations
Digital storytelling will be the most important communication trend affecting public relations in the next 5 years, according to those who probably should know best: public relations professionals. In its Global Communications Report 2017 [pdf], the USC Annenberg...
Sports Fans Say They’ll Migrate to Streaming Platforms if Necessary
3 in 4 would be at least somewhat likely to sign up to a streaming service to watch their favorite sport.
How Do US Adults Use TikTok?
A subset of highly active users are responsible for the vast majority of content.
BDRs Report an Average of Almost 17 Touches per Contact. What Do They Do on Those Attempts?
With more than 6 contacts per account, each account is getting 100 or more contact attempts to identify an opportunity.
Communication Professionals Feel the Challenge of Proving ROI
A full 70% of communications professionals believe that the function of media relations is becoming more difficult....
This Is How Priorities Have Changed for Healthcare Marketing Teams Since COVID-19
Healthcare marketing departments have cut media spend and paid advertising by 38.5% due to COVID-19, with many top...
How PRs Can Better Pitch Journalists
A conversation with almost any journalist or editor (including the team at MarketingCharts) will reveal that they are...