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Data Hub: Coronavirus and Marketing [Updated]

Data Hub: Coronavirus and Marketing [Updated] Updated data on the impact coronavirus is having on consumers and marketers.

Let’s take an updated look at how marketers and consumers are dealing with this crisis. The below is a curated list of data that we’ve gathered in recent weeks, but with news about the global spread of the coronavirus and its effects on consumers... READ MORE
Does Your B2B Content Target an Active Audience?

Does Your B2B Content Target an Active Audience? The C-suite engages with content most during the late morning.

For marketers who want their content to cut through the noise, the familiar ‘Tuesday at 10’ slot is indeed the best time to reach the C-suite, according to a new report [download page] from NetLine. Using content consumption activity data, the study... READ MORE
Nearly Half of Consumers Would Change Their Purchase Behavior as a Form of Feedback

Nearly Half of Consumers Would Change Their Purchase Behavior as a Form of Feedback Marketers should look out for those voting with their wallets, but more consumers choose to voice feedback using surveys.

More than 8 in 10 (85%) consumers share their opinion with brands by taking surveys, making this the most popular method of giving feedback. A recent report [download page] from DISQO shares this and other insights into how and why consumers choose to make... READ MORE
These Were the Leading Categories for Ad Spend in Q1 2020

These Were the Leading Categories for Ad Spend in Q1 2020 Healthcare leads the pack during the pandemic.

For many advertisers, the COVID-19 outbreak has likely brought about difficult decisions. In a time of uncertainty, many will be questioning whether any form of advertising makes sense right now, and others are cutting their volume and spend (though there... READ MORE
Live Video’s A Top Trend for Social Marketers, Who Point to Audience Engagement As Their Key Differentiator

Live Video’s A Top Trend for Social Marketers, Who Point to Audience Engagement As Their Key Differentiator While brand awareness is a top goal, social marketers find identifying and reaching their target audiences their largest challenge.

For social marketers, it is increasingly vital to execute campaigns and strategies that stand out. With most brands convinced about the benefits that a strong social presence can bring, marketers face the challenge of cutting through the noise to reach their... READ MORE
Enterprise Companies Struggle with Customer Experience Tasks

Enterprise Companies Struggle with Customer Experience Tasks Only half of enterprise organizations can customize interactions with customers based on their specific profile.

Enterprise companies have numerous reasons to invest in improving their customer experience (CX), as a poor experience will lead to low customer retention (41%) or a decrease in sales (39%), according to a recent survey. Indeed, a Forrester Consulting study... READ MORE
Where Shoppers Say They Start Their Product Hunt: Amazon > Search

Where Shoppers Say They Start Their Product Hunt: Amazon > Search Amazon is also being used for inspiration as it moves beyond simply a transactional platform.

More than 6 in 10 (63%) consumers in key e-commerce markets start their online shopping searches on Amazon, topping the percentage of those who start their purchase journeys on search engines. So finds a new report [download page] from Wunderman Thompson... READ MORE
How PRs Can Better Pitch Journalists

How PRs Can Better Pitch Journalists Hint: there's nothing more important than relevance.

A conversation with almost any journalist or editor (including the team at MarketingCharts) will reveal that they are inundated with irrelevant pitches from PR professionals. For stats that back this up, a global survey [download page] by Cision of... READ MORE
Viewing Hours for CTV Device Leaders Grew by 55% in Q1

Viewing Hours for CTV Device Leaders Grew by 55% in Q1 Roku remains the market leader, accounting for 44% of global connected TV device viewing time in Q1.

Connected TV (CTV) device market share leaders Roku and Fire TV each saw a 55% year-over-year increase in viewing hours in Q1, according to Conviva’s State of Streaming report [download page] for Q1 2020. As much of the world was told to stay at home,... READ MORE
Marketers Chase First-Party Data More Aggressively

Marketers Chase First-Party Data More Aggressively In responding to regulations, many have used external experts, first-party data and agile approaches to stay ahead.

With Europe’s GDPR and California’s CCPA being in place for some time, marketers are able to take stock of the impact. Fortunately, some two-thirds (67%) of marketers see recent privacy regulations as positively impacting marketing, while 9 in 10... READ MORE
Smart Speaker Owners Are Using Their Devices More Since the COVID-19 Outbreak

Smart Speaker Owners Are Using Their Devices More Since the COVID-19 Outbreak Music and entertainment listening accounts for part of the rise, especially among younger adults.

As of Spring 2020, one-quarter (24%) of adult Americans now own a Smart Speaker, up from 21% in 2019. Indeed use of Smart Speakers by their owners is on the rise, according to recent data [download page] from NPR and Edison Research. Since the outbreak of... READ MORE
Marketers at B2B Firms Tout the Value of Social Media

Marketers at B2B Firms Tout the Value of Social Media Surprisingly few choose website personalization as a key differentiator online.

When marketers think of social media, it’s easy to think of its use by consumers and how to connect with them – whether through TikTok, Instagram Stories, or Snapchat. But when Episerver polled 600 B2B decision-makers for its latest report... READ MORE
More Than 1 in 5 American Adults Have Used Cannabis in the Past Year

More Than 1 in 5 American Adults Have Used Cannabis in the Past Year Cannabis users appear to be both active and social, and are more likely than average to eat organic foods.

Cannabis is now legal for recreational use in 11 US states, with another 33 allowing cannabis use for medical purposes. As more states legalize its use, it appears that the number of American adults who consume cannabis products – including marijuana... READ MORE
Deletion Requests Most Popular CCPA Demand from Consumers in Q1 2020

Deletion Requests Most Popular CCPA Demand from Consumers in Q1 2020 CCPA data subject requests peaked in January, right after regulations took effect. But 'do not sell' requests may be holding steady.

When the California Consumer Privacy Act (CCPA) went into effect on January 1, 2020, many affected businesses were not completely prepared for the changes and were short of being compliant with the new regulations. With the first quarter under the new... READ MORE
Brand Awareness is Top of Mind in Email Signature Marketing

Brand Awareness is Top of Mind in Email Signature Marketing With email being their main source of customer interaction, some small businesses are turning to email signature marketing.

Email remains one of the top marketing channels for driving sales, but it’s not just email content that can facilitate objectives such as brand awareness, lead generation or increasing sales. Email signatures can also be used to drive these objectives, per a... READ MORE
The 10 Most Valuable Global Retail Brands in 2020

The 10 Most Valuable Global Retail Brands in 2020 With a Brand Value of $415.9 billion, Amazon remains at the top of the list, which was created prior to the COVID-19 pandemic.

The world’s most valuable retail brands have experienced 12% growth in brand value this year to reach a total of $1.5 trillion, according to the latest annual rankings [pdf] from BrandZ. Although this growth was considerably less than the 33% growth seen... READ MORE
US Out-of-Home Ad Revenues Grew by 7.5% In 2019

US Out-of-Home Ad Revenues Grew by 7.5% In 2019 Out-of-home ad revenue hit a record $8.6 billion in 2019.

US out-of-home (OOH) revenues increased by 7.5% year-over-year (y-o-y) in 2019, hitting a new high of $8.6 billion, per figures released by the Out of Home Advertising Association of America (OAAA). The growth rate was quite a leap compared to those of 2018... READ MORE
US Advertisers Moving More to Top-of-Funnel Objectives on Amazon

US Advertisers Moving More to Top-of-Funnel Objectives on Amazon Brand awareness efforts accounted for 43% of total US Amazon DSP ad spend in Q1 2020.

Over the past year, US Amazon advertisers have increased their focus on top-of-the-funnel objectives, with the share of Amazon demand-side platform (DSP) spending focused on awareness and consideration inching closer to the share dedicated to the purchase... READ MORE
Brands, Properties Face A Projected $10B Gap In Sponsorship Value

Brands, Properties Face A Projected $10B Gap In Sponsorship Value Properties are far more optimistic than brands that they will make up the sponsorship value gap.

With sporting and entertainment events being cancelled or postponed due to the coronavirus, the US sponsorship industry is now looking at an estimated $10 billion gap in value. Brand sponsors and properties are not entirely aligned on the recovery of this... READ MORE
Essential Retailers See Rise in Organic Search Activity in Q1 Amid Overall Decline

Essential Retailers See Rise in Organic Search Activity in Q1 Amid Overall Decline The decline of organic searches for non-essential retailers is almost certainly due to the coronavirus pandemic.

Site visits generated by organic search declined by 15% year-over-year in Q1, though Essential Retail sites bucked this trend, according to Merkle’s latest quarterly Digital Marketing Report [download page]. The impact of the coronavirus is clearly... READ MORE
Three Points About B2B Sales and Marketing Data Quality

Three Points About B2B Sales and Marketing Data Quality Three-quarters of B2B decision-makers plan to up their investment in data quality.

As B2B businesses strive for better overall sale and marketing performance, the value of data quality is becoming more and more apparent. Indeed, a recent report [download page] from Dun & Bradstreet finds that almost three-quarters (73%) of the 500 B2B... READ MORE
Non-Profit Email Volume Declined in 2019, While Response Rates Improved

Non-Profit Email Volume Declined in 2019, While Response Rates Improved Fundraising email response rates improved, though email accounted for a smaller share of online revenue than the prior year for the non-profits analyzed.

Non-profit email volume decreased in 2019 to an average of 50 emails sent per subscriber, according to the latest annual M+R Benchmarks study. This represents a 2.1% decline in email volume year-over-year. Wildlife/Animal Welfare non-profits were the... READ MORE
Mother’s Day Spending to Near $27 Billion This Year, Reach New Peak

Mother’s Day Spending to Near $27 Billion This Year, Reach New Peak Almost 9 in 10 (86%) US adults plan on celebrating Mother's Day this year.

Mother’s Day spending is expected to hit a new record of $26.7 billion this year, per the NRF in a new forecast, representing a 7% increase from last year’s $25 billion. A full 86% of US adults plan to celebrate Mother’s Day, which is up from 84% in 2019 and... READ MORE
Most E-Commerce Marketers Are Likely Missing Out on Personalization ROI

Most E-Commerce Marketers Are Likely Missing Out on Personalization ROI Two-thirds of North American marketers don't yet use personalization across the entire lifecycle - but those that do report far greater ROI.

One-third (34%) of e-commerce marketers in North America claim to use advanced personalization across their entire customer lifecycle, per the latest report [download page] from Kibo. For those in the EMEA region, this figure is just 1 in 5, suggesting that... READ MORE
Which Tools Are Most Prevalent in High-Growth Companies’ MarTech Stack?

Which Tools Are Most Prevalent in High-Growth Companies’ MarTech Stack? High-growth companies are getting strong levels of satisfaction and impact from account-based platform technologies.

CRM technology is the most common tool in the marketing tech stacks of high-growth companies, according to a recently-released report [download page] from TOPO. However, it’s not always the more commonly used tools that provide the highest satisfaction and... READ MORE
Here’s How Consumers Are Using Reviews to Find Trustworthy Product Information

Here’s How Consumers Are Using Reviews to Find Trustworthy Product Information Consumer reviews are generally the most trusted type of reviews, though subject matter experts are preferred by some for considered purchases.

Product reviews are a crucial way for companies to build consumer trust and to help customers make confident purchase decisions. According to recent research [download page] from Bazaarvoice, consumers seeking reliable information about a product trust... READ MORE
Advertisers Continued to Gravitate to Instagram in Q1

Advertisers Continued to Gravitate to Instagram in Q1 Merkle's clients in North America upped their spend by almost 40% year-over-year in Q1.

Early projections show that US media spend on paid social in 2020 is expected to increase by 17% over last year to reach more than $42 billion. And, while the coronavirus may have an effect on overall social media spend this year, Q1 2020 data [download... READ MORE
What Does the Marketing Technologist Role Look Like in 2020?

What Does the Marketing Technologist Role Look Like in 2020? 8 in 10 marketing technologists are responsible for researching and recommending new martech products.

Once again, Scott Brinker from chiefmartec.com has published his list of marketing technology solutions, updating the count to 8,000 from last year’s ~7,000. In conjunction with the update, a survey by MarTech Today and chiefmartec.com shows that marketing... READ MORE
3 Quick Points About Consumer Attitudes to AI

3 Quick Points About Consumer Attitudes to AI Customer service isn't a deeply appealing area for adults, who generally prefer interacting with humans than chatbots.

Marketers and advertisers have been exploring how artificial intelligence (AI) can streamline and improve processes such as collecting and analyzing customer data and creating and placing advertisements. But how is the use of AI affecting consumers? A recent... READ MORE
Global Internet Access Continues to Grow, Though Demographic Disparities Remain

Global Internet Access Continues to Grow, Though Demographic Disparities Remain Factors such as education, income and age often influence internet access, though less so in the US than in developing economies.

Across the globe, almost 6 in 10 (56%) adults have access to the internet. While the percentage of adults with internet access has risen over the past few years, there continues to be a significant gap between those countries with and without widespread... READ MORE
TikTok’s Already the 3rd Favorite Social Platform Among US Teens

TikTok’s Already the 3rd Favorite Social Platform Among US Teens More than 6 in 10 teens surveyed report using TikTok on at least a monthly basis.

When it comes to which social media platforms resonate most with US teens, the battle between Snapchat and Instagram continues. But the latest report on teens from Piper Sandler (formerly Piper Jaffray) shows that a new player – TikTok – has made... READ MORE
8 in 10 Adults Report Paying for At Least One Subscription Service

8 in 10 Adults Report Paying for At Least One Subscription Service Entertainment services are most popular, followed by Shopping subscriptions.

Subscription services have become big business in the US, with more than 84% of American consumers saying they subscribe to at least one service and more than two-fifths (44%) subscribing to 5 or more services. That’s according to a survey of more than... READ MORE
YouTube Influencer Engagement Rate Benchmarks: What Are Good Rates?

YouTube Influencer Engagement Rate Benchmarks: What Are Good Rates? If your view to subscriber rate is about one-third or higher, you're in good company.

Influencer posts can be very effective when it comes to engagement and influencing purchases. For those who use the power of YouTube, where consumers not only go to learn and be entertained but to also help decide whether or not to buy a product, the... READ MORE
Do Smartphone Users Feel They Have Control Over Their Personal Data?

Do Smartphone Users Feel They Have Control Over Their Personal Data? Many smartphone users acknowledge that they're handing over permissions for apps to use their data but don't believe they have a choice.

Although smartphone app downloads have continued to grow globally, there are some smartphone users who have chosen not to purchase or install an app in an effort to remain in control of their personal data. The Mobile Ecosystem Forum’s (MEF) annual report... READ MORE

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