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Fewer Than Half of B2B SMBs Report Shared KPIs for Marketing and Sales Regular joint meetings are more common than shared KPIs.
Some 6 in 10 B2B SMB sales professionals think their team cooperates well with marketing – a view shared by significantly fewer of their marketing counterparts. And, when it comes to specific shared goals and initiatives, some companies are falling short... READ MORE
The State of Email Marketing in 2021 The 2021 report is your window into the world of email marketing today.
[Sponsored by Validity] How do you compare to other email marketers right now? Our new report provides you six key findings you can use to benchmark your performance and further clarify your 2021 strategy to stay ahead of the curve. Inside, you’ll... READ MORE
The Bigger the Campaign Budget, the Bigger TV’s Chunk Companies with ad campaign budgets of more than $20 million allocate 61% of their spend towards TV.
TV ads hog around 60% share of spending for ad campaigns with budgets of at least $3 million, according to data from WARC. The study outlines the distinction between budget decisions made by companies with larger campaign spends and those with smaller... READ MORE
We Spent Almost 8 Hours A Day with Digital Activities Last Year That's a 15% lift in time spent with digital activities over 2019.
US adults spent close to one extra hour per day with digital activities last year than they did in 2019. And, while time spent with digital activities such as watching online videos, streaming music or flipping through social media feeds is expected to... READ MORE![Super Bowl 2021 Data [Updated]](https://www.marketingcharts.com/wp-content/uploads/2021/02/AcuityAds-Top-10-Super-Bowl-Ads-by-Online-Views-Feb2021.png)
Super Bowl 2021 Data [Updated] A look at the top Super Bowl ads across several metrics.
As expected, Super Bowl 2021 was like no other seen in recent history, and not necessarily in a good way for advertisers. Not only were seats at the stadium only filled to about one-third of capacity because of COVID-19 restrictions, but fewer people tuned... READ MORE
Intent Data Isn’t Just for Identifying New Target Accounts Some 45% of marketers are using intent data to align sales and marketing.
Only 28% of marketing professionals report having an intent data strategy that is in place and measurable, despite having a largely positive outlook on the use of intent data. This is according to a recent study [download page] from Ascend2 that takes a... READ MORE
How Do Market Researchers Spend Their Time? Insights professionals spend about a quarter of their time presenting research and consulting on its implications.
Just 18% of market researchers’ time is spent on activities not related to research, according to a new GRIT report [download page]. In its latest Insights Practice edition, the GRIT Report breaks down how market researchers spend their time, as well as the... READ MORE
Global IT Spending Forecast for 2021: Enterprise Software’s A Strong Category As a whole, global IT spending is expected to grow by 6.2% year-over-year in 2021.
After global technology spend (excluding consumer technology) dipped last year, a forecast from Gartner expects a rebound, with spending predicted to increase both this year and next. Here’s a look at which segments are expected to see the most growth.... READ MORE
More Businesses Look at Customer Effort As Part of Customer Service Effectiveness About two-thirds of businesses are using customer satisfaction to measure customer service effectiveness.
The proportion of businesses measuring customer effort as a marker of customer service effectiveness increased in 2020 from the previous year, climbing from 25% to 29%, according to a new report [download page] from The Northridge Group. However, the survey... READ MORE
Shoppers Say Visual UGC is Influential in Their Purchase Behavior About 6 in 10 shoppers say they are more likely to buy a product if they can view customer photos and videos of the product.
Consumers find reviews a useful resource when they are considering purchasing a product, and with more shoppers including their own photos and videos as part of their review, brands are likely to benefit. A report [download page] from Bazaarvoice finds that... READ MORE
Digital Expected to Hit Half of All Global Ad Spend This Year Total global ad spend is expected to grow by 5.8% year-over-year in 2021.
After a challenging year last year for global advertising, in which spending fell by 8.8%, 2021 is expected to bring a rebound in ad investment. A report [download page] from dentsu, which forecasts ad spend into 2022, estimates that this year will bring... READ MORE
In Engagement Shift, Friday Proves Top Day for Email Response Rates in 2020 The average open rate topped out on Fridays - as did the average click rate.
For email marketers, the end of the working week was the best time to reach audiences last year, according to a recent Campaign Monitor report. The study outlines a variety of email marketing benchmarks heading into 2021, including year-over-year changes to... READ MORE
US CPG Spending Grew by 19% Last Year The biggest year-over-year growth in CPG spending in 2020 occurred in March.
Although consumer packaged goods (CPG) sales were already on the upswing, the pandemic brought about a surge in spending on these products throughout 2020. So says data [press release] from NCSolutions, which reveals that US households increased their CPG... READ MORE
An Estimated 2 in 3 Clicks on Google Search Ads Occur on Phones Close to half of paid search spending was allocated to smartphones and tablets.
Combined, smartphones and tablets accounted for a little more than two-thirds (67.8%) of total search ad clicks in Q4 2020, with smartphones making up the vast majority of that figure, per Merkle’s Q4 2020 Digital Marketing Report [download page]. In an... READ MORE
As Their E-Commerce Investments Grow, Retailers Focus on Securing Shoppers’ Data On average, retail e-commerce brands are planning to invest 53% more on e-commerce initiatives this year.
With global e-commerce sales growing by nearly a one-quarter last year, brands are upping their investment in e-commerce in 2021. Per a report [download page] from YOTTAA, on average brands are investing 53% more in e-commerce initiatives this year than they... READ MORE
Cord-Cutting Intent Jumps Close to 3 in 10 pay-TV subscribers intend to cut the cord in 2021.
Although many households have chosen to use subscription video-on-demand (SVOD) services alongside their pay-TV subscription, the share of households that are planning to cut the cord is on the rise. A recent report [download page] from The Trade Desk... READ MORE
Amazon US Sponsored Brands Videos Maintain High Conversion Rate Sponsored Brands video ads conversion rate was 29% higher than static Sponsored Brands image ads.
Amazon US Sponsored Brands video ads continue to perform well. Indeed, they once again outperformed static Sponsored Brand ads in conversion rate as well as click-through rate in Q4 2020, per a report [download page] from Tinuiti. An analysis of anonymized... READ MORE
Valentine’s Day Consumer Spending Expected to Fall US consumers are expected to spend $21.8 billion on Valentine's Day this year.
Total consumer retail spending on Valentine’s Day is expected to dip this year as fewer people plan to celebrate the holiday, per an annual survey from the National Retail Federation (NRF). Although close to three-quarters (73%) of celebrants feel that... READ MORE
B2C Content Marketers Turn to Livestreaming in Greater Numbers The majority are also using pre-produced video.
The pandemic made it necessary for B2C content marketers to think on their feet and pivot from what they had originally planned for 2020. A recent report [pdf] from the Content Marketing Institute (CMI) and MarketingProfs indicates that they were able to... READ MORE
What’s in CMOs’ Growth Plans This Year? Marketers plan to keep their focus on existing customers although some will venture into new markets.
Marketing leaders appear to be focusing on existing rather than new markets, with a study by Gartner revealing that close to three-quarters of CMOs say they will keep their attention on existing customers to spur growth in 2021. The survey of more than 350... READ MORE
US Households Amass More SVOD Subscriptions There were 233 million SVOD subscriptions in the US at the end of 2020.
Last year was another good year for subscription video-on-demand (SVOD) services. Recent data from Kantar finds that by the end of 2020 there were 233 million video streaming subscriptions in the US. While a lot of the growth of SVOD services in 2020 can be... READ MORE
2 in 3 Play Mobile Games Overall, the number of mobile gamers in the US and Canada grew by 12% y-o-y in 2020.
One of the many things smartphones brought to mobile users is the sophistication of games made available to play on their phones. Gone are the days of playing Snake on a Nokia – now iPhone and Android apps offer a wealth of games that have led to 65% of... READ MORE
5 Points About Media Reach and Audience Demographics Digital media formats have overtaken traditional ones in reach.
The shift towards digital media continues. More US adults are spending time with digital forms of media than have in the past, while, at the same time, more traditional forms of media such as broadcast TV and print newspapers are seeing a decline in usage,... READ MORE
B2B Marketers Keep the Focus on Revenue in 2021 Qualified pipeline is also important when measuring B2B marketing efforts.
About half (51%) of B2B marketers say that revenue/bookings is an extremely important way that marketing gets measured, according to a recent report [download page] from Fortella that takes a look at the importance of revenue-driven marketing. Among the more... READ MORE
Industrial Marketers: Engineers Are Most Likely to Complete A Form for These Types of Content Some 44% of engineers say they would fill out a web form in order to access a white paper.
Marketers in every industry are always looking for ways to better reach their target audiences. For industrial marketers, TREW marketing’s latest report [download page], produced with GlobalSpec, provides some key insights into the state of marketing to... READ MORE
Smart Speaker Usage Surges at Year-End In-home data usage across devices grew by 36% year-over-year in April 2020.
Across all devices, in-home data usage in the US experienced year-over-year growth during every month in 2020, with the highest growth seen at the start of the COVID-19 pandemic, per recent data from Comscore. Although in-home data usage grew by 16%... READ MORE
When it Comes to Mobile Viewing, YouTube Blows Away Other Video Streaming Sites in US Hours per User US YouTube users streamed more than an average of 23 hours of videos on the platform per month in 2020, per an analysis of Android phone owners' behavior.
TikTok “encroaches on video streaming war” and could present a “competitive threat” to video platforms, as its usage more than doubled year-over-year in 2020 among Netflix users with iPhones. That’s according to new data... READ MORE
COVID Leads Consumers to Diversify Their Food & Grocery Store Choices Some 45% of global consumers had shopped for food or groceries at a retailer they had never visited before.
Consumers around the world found themselves in a position last year that most had never experienced before. The pandemic and the resulting restrictions placed on movement and commuting put many in a position where they were not always able to visit their... READ MORE
Digital Sources Now Generate 40% of Leads for Professional Services Firms Digital sources represent an even larger share of leads for high-growth professional services firms.
The share of revenue professional services firms dedicated to marketing almost doubled from 8% in 2019 to 15% in 2020, according to a recent Hinge Research Institute report [download page]. This is just one of the marketplace changes listed in the study,... READ MORE
Trust in Tech Industry Falls; People Skeptical of News Sources Business is now the most trusted institution - more so than government and the media.
At a time when public trust in institutions and business is not only desired but could be considered vital, it looks as though the public’s trust has faltered. Although this year’s Edelman’s Trust Barometer shows the public still trusts business in general... READ MORE
Alcoholic Drink Brands Buck Ad Spending Trends, Invest More in TV Than Digital In another anomaly, the Government & Non-profit sector spends more on out-of-home media than on TV.
At a time when more advertisers are allocating the bulk of their spending to digital, not every sector is following suit. In fact, data from WARC shows that the Alcoholic Drink sector is still allocating the largest share of its spend to TV. Alcoholic Drinks... READ MORE
US Video Game Spending Grew by 27% Last Year US consumers spent $49 billion on video game content alone in 2020.
Without a doubt, video games are a big business, especially at a time when the industry has a more captive audience than usual. As proof, data provided by NPD Group shows that, in 2020, total US consumer sales for the video game industry grew by more than... READ MORE
Most B2B Exhibitors Will Continue Virtual Events Post-Pandemic Event organizers are offering a range of sponsorship options to attract brands.
Some 4 in 10 B2B event organizers plan to hold a virtual event in 2021, according to a new report [download page] from the Center for Exhibition Industry Research (CEIR) on trends in the virtual event space. Based on a poll of more than 340 executives at... READ MORE
Consumers Turned More to These Online Services During the Pandemic More than 6 in 10 US adults claim to watch TV or movies online daily.
Even before the pandemic, people were heading online to shop, watch videos, keep up-to-date with friends and family and read the news. However, the pandemic has led to increased use of certain online services. Here’s what a Morning Consult survey of 2,200 US... READ MORE
Public Trust in Advertising Practitioners’ Integrity Worsens Some 43% of US adults rate advertising professionals as having low or very low standards in ethics and honesty.
Another year has gone by and advertising professionals’ standing among the least trusted professions in the US has not improved. The most recent annual Gallup report on honesty and ethics in professions puts advertising practitioners just slightly better... READ MORE
TikTok Shines in Hours Spent per User The amount of time TikTok users spent per month using the app grew by almost 70% year-over-year in 2020.
2020 was quite the year for TikTok: the number of US adults using TikTok doubled in 2020, and the year also witnessed increased engagement with the app among younger users as a result of the pandemic. In fact, the number of monthly hours users spent with the... READ MORE
Is Watching YouTube the Same As Watching TV? For More Than 1 in 3 in the US, Yes. Meanwhile, Disney+ is exceeding expectations for many subscribers.
As viewers continue to diversify from traditional TV, YouTube is one of the leading alternative platforms being turned to for content. According to a study [download page] by AudienceProject, nearly 4 in 10 (36%) people in the US agree that watching content... READ MORE
Many Marketers Are Under More Pressure Than Ever to Prove Effectiveness of Ad Spend Some 43% of marketers are having to justify investments and expenses that were never questioned in the past.
Since the events of 2020, more than 4 in 10 marketers are having to justify expenses that were never questioned before. This is according to a recent report [download page] from The Trade Desk. The pandemic has affected every industry in a variety of ways,... READ MORE
First-Party Data Takes on Key Role As Companies Account for New Data Restrictions About half of marketers surveyed are prioritizing 1st-party data in order to accommodate for growing privacy data restrictions.
More than half (52%) of marketers have the goal of collecting more first-party data as part of their efforts to deal with increasing data restrictions, according to Merkle’s Customer Engagement Report [download page] for 2021. The report reveals how prepared... READ MORE
Viewers of YouTube Influencer Videos Report Impact of Endorsements Among YouTube influencer video viewers, almost two-thirds ages 13-34 have seen a featured product or brand.
About two-thirds (67%) of 13-24-year-olds who watch online videos say they are watching more digital video because of the pandemic. Findings from a recent report [excerpt download page] from Hub Research shows that increased online video viewing is mostly... READ MORE
Global Digital Games Revenue Up 12% in 2020 Mobile accounted for the largest share of digital games revenue in 2020, at close to $74 billion.
The digital games and interactive media industry grew by 12% year-over-year in 2020, representing revenue of $139.9 billion, according to new figures [download page] from SuperData. Here’s a roundup of the report’s insights into gaming in 2020, as well as... READ MORE
As Marketers Plan a Rise in Email Volume, Keeping Lists Engaged Proves A Challenge Nearly three-quarters of marketers anticipate increasing the volume of sent email campaigns.
Email has a proven track record of driving sales — even more so than other popular online channels. And, it looks like marketers are showing no sign of stepping back from using this effective channel in the near future, with close to three-quarters of the... READ MORE![Holiday 2020 Data Hub [Updated]: Results Recap](https://www.marketingcharts.com/wp-content/uploads/2021/01/NRF-Holiday-Retail-Sales-2002-2020-Jan2021-.png)
Holiday 2020 Data Hub [Updated]: Results Recap Looking at the 2020 holiday season in numbers, including forecasts and key trends.
Despite much lower predictions, data from the National Retail Federation (NRF) finds that retail sales, including online and other non-store sales, for the November through December 2020 holiday season grew by an impressive 8.3% over the same period in 2019,... READ MORE
B2C Marketers Outline Their Top Concerns and Priorities This Year The growing demand for safety and convenience is a key concern for a majority of B2C marketers.
Even before the pandemic, consumers were looking for convenience across most facets of their shopping experiences, but after the COVID-19 outbreak, the need for convenient and safe ways to shop have become essential. B2C marketers are very much aware of this... READ MORE
4 in 10 Consumers Always Read Local Businesses’ Responses to Reviews Some 9 in 10 consumers read online reviews of local businesses at least occasionally.
When it comes to influencing purchase decisions, consumers take product and business reviews to heart. But, it’s not just reviews that consumers read — close to three-quarters also read the businesses’ responses to these reviews. This is per a survey from... READ MORE
The B2B Exhibition Industry Remained Grounded in Q3 The CEIR Total Index saw a year-over-year decrease of 98.1% in Q3 2020.
Third-quarter data reveals that 2020 continued to be a terrible year for the B2B exhibition industry. This is per findings from the Center of Exhibition Industry Research (CEIR), which shows that their Total Index saw a decline of 98.1% over the same quarter... READ MORE
SVOD at About 1 in 8 Live TV Viewing Minutes SVOD's share of live TV viewing has tapered off since hitting highs at the start of the pandemic.
While the percentage of US households using SVOD services has continued to rise, as has the share of households who subscribe to both pay-TV and SVOD services, SVOD’s portion of live TV minutes tapered off towards the end of 2020, per data from... READ MORE
Which Digital Platforms Are Marketers Upping Their Spend on This Year? Some 7 in 10 surveyed marketers foresee increased investment in online video this year.
More than 9 in 10 marketers plan on investing in online video and mobile this year, with a majority planning to invest more in each of these channels than they did in 2020. At the same time, data from WARC’s Marketer’s Toolkit 2021 report [download page]... READ MORE
Troubles Measuring Impact Hinder B2B Video Efforts About half of marketing and sales professionals report being satisfied with their 2020 video efforts.
About half (51%) of marketers and sales professionals (largely in B2B or B2B and B2C firms) have expressed satisfaction with their video efforts in 2020. Perhaps guided by this satisfaction as well as the potential benefits of a video strategy, the majority... READ MOREFeel Like You're Always Playing Catchup?
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