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Large Companies More Concerned with Reach; Medium-Sized with Personalization However, they both prioritize audience targeting.
Marketing professionals from large and medium-sized companies appear to agree that audience targeting is a top priority in their marketing strategy performance. However, a report [download page] from Nielsen shows that these marketers differ when it comes to... READ MORE
Why Subscribe Rather Than Own? Convenience is a key reason people subscribe to products or services instead of owning them.
Close to 8 in 10 (78% of) adults in various markets across the globe currently have at least one subscription service, while three-quarters say they will subscribe to more services and own less physical “stuff” in the future. What is driving consumers to... READ MORE
Majority of US Youth Report Listening to Podcasts At Least Monthly More than half (56%) of individuals ages 12-34 listen to podcasts at least monthly.
The share of the US population that says they have listened to a podcast has risen to 57% this year. The proportion that listens monthly is also on the rise, with the latest Infinite Dial Report from Edison Research and Triton Digital showing that 41% of... READ MORE
Companies with Big Marketing Budgets Find These to Be Their Most Important Data Sources Some 8 in 10 large companies cite CRM as their most important data source.
CRM, digital behavior and product-level purchases are the top data sources for large companies, according to a report [download page] from Nielsen. The report looks to the future to how companies can continue to adapt via their data and measurement... READ MORE
What B2B Buyers Say Sellers Can Do to Influence Their Purchase Decisions Sellers taking the time to discover concerns, wants and needs emerges as one of the top purchase decision influencers for B2B buyers.
B2B organizations encounter plenty of competition, and how they can stand out from this competition can be tricky business. A global survey of more than 500 B2B buyers and sellers from RAIN Group shows that for 7 in 10 (71% of) B2B buyers, leading a thorough... READ MORE
TV Everywhere Accounts for More Premium Ad Views Than Streaming Services In H2 2020, TV Everywhere accounted for 40% of total premium digital video ad views.
While a lot of attention is given to streaming services and their growing presence in US households, as well as their potential for advertisers, when looking at premium digital video ad views, they fall short of TV Everywhere. This is per a report from... READ MORE
97% of B2B In-Person Events Originally Scheduled for Q4 Were Cancelled The CEIR Total Index declined 98.3% year-over-year in Q4 2020.
Data from Q4 2020 shows that the B2B exhibition industry did not see any relief from months of in-person event cancellations brought on by the continuation of the pandemic. This is per fourth quarter findings from the Center of Exhibition Industry Research... READ MORE
Telecom Advertisers Are Above-Average Spenders on TV and Radio TV and radio accounted for 42% of telecom ad spend in 2020, compared to 30% for all advertisers.
After cutting ad spending by 8.7% in 2020, telecom brands are expected to commit to consistent growth in ad expenditures over the next few years. A forecast from Zenith estimates that telecoms advertising will grow by an average of 4.5% per year through... READ MORE
Top Brands on TikTok Up Their Activities With 11.3 million followers, Guinness World Records is the brand with the most followers on TikTok.
TikTok continues to rack up its user count as well as the number of hours those users spend on the platform. And, brands have taken notice – with many upping their game on the app over the past year. Here are the top brands on TikTok, along with some... READ MORE
Mobile vs. Desktop: Visits and Search Trends Pageviews by visitor remains higher on desktop than on mobile phones.
Mobile’s share of website visits continues to increase. Some 61% of site visits in the US came via mobile phones in 2020, up from 57% in 2019. This is per a study from Perficient that also found that the number of pageviews per visitor was lowest on mobile.... READ MORE
These Are Marketers’ Top Organizational Priorities Right Now Senior marketers intend to expand their marketing automation and data analytics programs and resources this year.
This year will see global CMOs prioritizing the expansion of marketing automation and data analytics, as well as applying strategic marketing depth across all functions. This is per a report [download page] from CMO Council and Chief Outsiders. Some 61% of... READ MORE
Creepy or Cool? Consumers Sound Off on Personalization Techniques Close to three-quarters of consumers agree that it's creepy to receive ads from companies they don't know based on location data.
More than half of consumers report they are comfortable sharing their data with a brand in exchange for better service. But, as a report [download page] from Cheetah Digital and Econsultancy shows, when it comes to personalization, there is a line between... READ MORE
Youth-Oriented Social Platforms Gain Middle-Aged Audiences 1 in 6 Americans ages 35-54 reports using TikTok.
Although younger people have been enamored with social platforms like Snapchat, Instagram and TikTok for some time, it appears as though older users are starting to use these brands more. The most recent Infinite Dial Report released by Edison Research and... READ MORE
What Are the Main Benefits of Podcast Advertising? Some 7 in 10 digital audio advertisers rate podcasts' desirable target audiences highly.
As more advertisers consider advertising on podcasts, ad spend on podcasts is estimated to grow some 41% year-over-year this year. But, is podcast advertising effective? What drives advertisers to choose this form of media? Here’s what a recent report from... READ MORE
1 in 5 Have Followed A Brand on Social Media in the Past Month About 1 in 8 say they have clicked on a sponsored post on social in the past month.
About one-third (34%) of US consumers follow brands they like on social media, while about 1 in 5 (18%) follow brands they are thinking of buying something from. So says a report [download page] from GWI. The Q2-Q3 2020 survey of more than 51,000 US internet... READ MORE
Advertising and Brand-Building Are Low on CEOs’ Long-Term Digital Investment Priorities About one-third of CEOs surveyed plan to significantly increase their investment in digital transformation in the next 3 years.
The pandemic did very little to disrupt organizations’ quest towards digital transformation. In some cases, it has accelerated it. Looking beyond the pandemic and into more long-term priorities, digital transformation looks like it will remain a primary... READ MORE
What Should You Put on Your Product Page? Some 6 in 10 consumers say that customer reviews help them make a purchase decision.
With more people heading online to do their shopping, there are some elements e-commerce businesses can add to their product pages that make it easier for shoppers to make a buying decision. Here is what a survey [download page] of more than 1,800 shoppers... READ MORE
Majority of Consumers Report Having A Retail Subscription Service Nearly 3 in 4 consumers say that loyalty and reward programs are influential in choosing where to shop.
There is little doubt that consumers are attracted to retail subscription services and loyalty programs. And, while a recent survey [pdf] from IRI found that three-quarters (74%) of consumers obtained a loyalty card or rewards membership because it was free,... READ MORE
What Are Marketing Leadership’s Biggest Gaps? Only 3 in 10 CMOs say their team is able to execute multi-level, multi-channel marketing campaigns on a global and local level.
Close to 6 in 10 CMOs rate the caliber of their global marketing teams as excellent (14%) or very good (44%). This is according to a recent report [download page] from CMO Council and Chief Outsiders, which also found, however, that marketing leadership gaps... READ MORE
Vast Majority of Consumers Associate High-Quality Creative with Brand Trust Close to three-quarters of consumers say they are more likely to be loyal to a company with consistent and high-quality branding in their creative content.
An overwhelming majority of creatives agree that creative content is important to the success of an organization’s key objectives. Indeed, recent data provided by Celtra highlights the importance of good creative especially when it comes to customer loyalty... READ MORE
As CPG Spending Rises, These Are the Items Consumers Always Want in the Home Cleaning supplies and paper goods are the most indispensable items consumers keep in their homes.
The pandemic has changed the way consumers shop, how they spend their time, and the attention they pay to their own health and fitness. It’s also taught US consumers to keep a well-stocked pantry, with CPG spending increasing 19% year-over-year in 2020. Here... READ MORE
More Consumers Say They Want Businesses to Use QR Codes About 7 in 10 Millennials would like companies to use QR codes.
Since the start of the COVID-19 pandemic there has been an increase in consumers who say they use mobile apps from companies they do business with. A study [download page] from Broadridge found that this is especially true among Millennials (67%) and Gen X... READ MORE
Media Mix Analysis Suggests Spending More on Digital, But Not Going Too Far TV accounted for 33% of multichannel campaign investment but only a 16% share of contribution to brand metrics. However, TV can be more cost-effective than digital.
Getting the right balance of online and offline media in a campaign can be difficult. An analysis of multimedia campaigns in Kantar’s CrossMedia database shows that although investment in offline media is still high, the investment is not that... READ MORE
What Metrics Are Creative Teams Tracking? Only 39% of creative teams have robust operations reporting.
Data drives many aspects of marketing, whether it’s used to improve lead generation quality, to deliver better customer experience or to prove ROI on marketing efforts. Creative teams are not immune from the need to report on their operations, however,... READ MORE
These Content Categories Had the Biggest Hikes in Pageviews Last Year The Health & Fitness category experienced the biggest jump in pageviews, though the Law, Government & Politics category had the most overall.
In 2020, the coronavirus pandemic had many people worried about their health as a virus spread and their careers and finances as the economy took a nosedive. Indeed, data [download page] from Parse.ly shows that among domains in its customer base, total... READ MORE
Out-of-Home Ad Spend Fell by 29% Last Year US out-of-home advertising revenues totaled $6.1 billion for the year.
US out-of-home (OOH) advertising revenues decreased by 29% year-over-year (y-o-y) in 2020, totaling $6.1 billion, per figures released by the Out of Home Advertising Association of America (OAAA). This significant drop is in marked contrast from the... READ MORE
Positive Consumer Sentiment for Amazon Grows A slight majority of US consumers surveyed feel Amazon has a positive impact on the Retail industry.
Consumers seem to have a bit of a love-hate relationship with Amazon. In the past, they’ve expressed that they can’t live without the company, yet, at the same time, have exhibited waning positivity about its ethics. But no matter what reservations... READ MORE
Consumers’ Easter-Related Retail Spending Expected to Reach a Record High US consumers plan to spend a total of $21.6 billion on Easter this year.
Consumer spending on Easter is forecast to total $21.6 billion this year, slightly below last year’s projection – which went unreleased by the NRF due to the pandemic – of $21.7 billion, according to the NRF. Some 79% of adults plan to celebrate... READ MORE
Marketers Still Struggling to Measure Content Performance About 6 in 10 marketers find measuring content marketing performance difficult.
The outlook for content marketing is generally optimistic. And, although some industries find their content marketing efforts to be rather successful, recent research [download page] from Ascend2 finds that about 6 in 10 marketers are finding measuring... READ MORE
Half of Consumers Stopped Buying A Brand Due to the Pandemic The top reason consumers stopped buying a brand was a reduction in spending due to their financial situation.
It’s become a cliche to say that 2020 was an unprecedented year. US consumers were faced with a contentious election, social unrest and, of course, an ongoing pandemic that, along with threatening the health of the population, also took a financial toll on... READ MORE
More B2B Tech Content Marketers Successfully Building Trust, Loyalty More than three-quarters (77%) of B2B tech marketers said that content helped to build customer trust and credibility of their brand.
Even during what was a challenging year for companies, a majority (86%) of B2B technology marketers have been able to rate their overall content marketing efforts as successful, with one-third rating it as extremely (4%) or very successful (30%). This is per... READ MORE
Micro-Influencers’ Engagement Rates Remain Higher Than Others Some 8 in 10 marketers and agencies surveyed say they intend to increase the amount of influencer content they produce this year.
Three-quarters of marketers and agencies surveyed for a report [download page] from Upfluencer and Influencer Marketing Hub say they intend to have a dedicated budget for influencer marketing this year, with 8 in 10 saying they had increased the amount of... READ MORE
What Are Podcast Listeners’ Favorite Genres? Comedy podcasts are the most popular among adults ages 18-34.
Podcast listenership is on the upswing and is expected to make up more than half of total monthly digital audio listeners this year. There also seems to be a podcast genre for every taste. Here are the ones people are listening to most, according to research... READ MORE
What Does Marketing Ask of IT for Digital CX Management? How heavily marketing relies on the IT department may be in the eye of the beholder.
Organizations are finding digital channels highly important when it comes to communicating with their customers. Indeed, a report [download page] from Crownpeak found that 1 in 5 organizations cite digital advertising as the most important communication... READ MORE
Which Brands Were the “Most Loved” Last Year? Trader Joe's topped the list of most loved brands offline, while Great Value was most loved online.
Trader Joe’s tops the list of most loved brands offline, while Great Value is considered the most loved brand online in 2020. Here’s how other brands fared in an analysis [press release] of top brands by Engagement Labs. In its analysis of more than 650 US... READ MORE
Broadcast Giants Absent from Youths’ Most Indispensable Networks Netflix is the most indispensable network among younger US consumers.
When given the option to choose only 5 networks they could keep, younger viewers were keener to hold on to their streaming services than broadcast TV networks. On the other hand, older viewers still found broadcast networks indispensable, per a report... READ MORE
Forecast Says Spotify to Overtake Apple in Podcast Audience Size The number of monthly podcast listeners is expected to reach 117.8 million this year.
The number of monthly podcast listeners is expected to grow by 10.1% year-over-year in 2021, with an estimated 117.8 million listeners tuning in each month, per a recent forecast from eMarketer. The forecast also has podcasts accounting for 53.9% of monthly... READ MORE
Large CPG Manufacturers Continue to Cede Market Share Private label manufacturers' market share is now at 16%.
Last year saw US CPG dollar sales rise by an astounding 10.4% over 2019, continuing the growth trend experienced since 2017 but far exceeding the growth rate seen in the past. This is according to a recent study [pdf] from IRI and Boston Consulting Group... READ MORE
Podcast Listeners Are More Diverse Than the General Population Non-white adults make up 41% of total monthly podcast listeners while only making up one-third of the total US population.
Podcasts continue to grow in popularity, with the number of US adults who listen to them increasing each year. And, while the majority of podcast listeners are white, listeners in the US span ethnicities and races to a greater extent than the general... READ MORE
E-Commerce Brands Say Mobile Ads Drive the Most ROI Close to two-thirds of US retail business decision-makers believe that mobile ads have the greatest ROI.
One of the main formats that retail businesses plan to increase their advertising spend in this year is mobile. This is likely to be money well-spent, considering that a majority of the more than 1,000 US retail business decision-makers surveyed for a report... READ MORE
Why Data Quality is a Must for Email Marketers Validity's report highlights the biggest factors impacting email marketing success.
[Sponsored by Validity] Email continues to be one of the top performing marketing channels, providing an indispensable value to marketers that are no longer able to reach their customers in store or outside. However, as new research from Validity and the DMA... READ MORE
People Still Trust Traditional Media Ads the Most American adults trust social media ads the least.
Advertisers continue to up their investment in online advertising, with traditional media ceding share of ad spend. However, when it comes to trusting ads, adults in the US put more trust in ads from legacy than newer media, per data from YouGov. Indeed,... READ MORE
30-Second Video Ads Have Taken Over Some 8 in 10 video ad impressions came from 30-second ads last year.
It wasn’t too many years ago that 15-second ads comprised the largest share of video ad impressions. Now, 30-second ads account for about 4 in 5 video ad impressions, per a report [download page] from Extreme Reach. Back in 2017, 15-second ads accounted for... READ MORE
Half of Your Email Campaign’s Clicks Occur Within 3 Hours Post-Send + More Email Benchmarks About half of email opens occur within 6 hours post-send.
Email marketers are still feeling the challenge that comes with competition in the inbox and maintaining an engaged list. So, how long does it take for recipients to engage with emails campaigns? Here are some of the latest email benchmarks from GetResponse.... READ MORE
Linear TV Not Getting the Budget Hikes, but Still Considered Most Valuable Video Option OTT streaming services are set to benefit the most from a projected increase in video ad spend.
Marketers are putting more stock in video advertising, with more than half (52%) saying they intended to increase their video spend in the next 12 months. This is according to recently released data from Advertiser Perceptions. Half (49%) of the more than... READ MORE
How Should Brands Create Better Long-Term Relationships with Customers? A key initiative cited is humanizing connections and understanding emotive drivers.
Although customer retention was a key focus for marketers before the pandemic, it definitely became a top priority during the crisis. Retaining customers means creating a long-term relationship with them, and in order to better do so, a report [download... READ MORE
Quality and Governance Among Business’ Short-Term Data Priorities Some 4 in 10 business leaders say that poor quality data has resulted in wasted resources and additional costs.
Some 7 in 10 business leaders report that their response to the pandemic would have been aided by better data insights. This is per a report [download page] from Experian that not only looks at the impact data quality has on businesses, but also their data... READ MORE
7 in 10 Under 55s Would Switch Banks for A Better Experience Close to half also say it's easier to switch bank accounts than it used to be.
About half (49%) of US banking customers under the age of 55 agree that it is easier to switch banks than it used to be. But, what drives these younger customers to switch banks? Here’s what a report [download page] from Mobiquity has revealed. Convenience... READ MORE
CMOs Report Better Alignment with Sales Than Finance Only about 2 in 5 CMOs rate their alignment with finance leaders highly.
For many years there has been an understandable focus placed on the alignment between sales and marketing. And, as that conversation continues, a report [pdf] from The CMO Survey indicates that alignment between marketing and finance might be in greater need... READ MOREFeel Like You're Always Playing Catchup?
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