Marketing Charts - Charts, Data and Research for Marketers

B2B Marketers Claim Higher ROI from ABM Three-quarters of B2B marketers report higher ROI from ABM versus traditional marketing initiatives.

Companies are continuing to invest in ABM with on average more than one-quarter (27%) of marketing budgets being dedicated to the tactic, according to a study [download page] of B2B marketers from ITSMA and ABM Leadership Alliance. This budget share is no... READ MORE

Location-Based Ad Targeting Data Deemed Valuable, But Not So Accurate Some 8 in 10 global companies believe location-based services' ad-targeting data is valuable.

Half (51%) of marketers think that location-based marketing is extremely important to their business, according to The LBMA’s Global Location Trends Report [download page] for 2020, which surveyed almost 900 companies, the vast majority (95%) of which use... READ MORE

How Do People Come to Be “Visible Experts” in Their Field? Many Visible Experts have expertise in two areas and connect ideas across them.

The majority (56.1%) of Visible Experts’ clients say they learn just from working with the expert, but they also experience a variety of other benefits, according to a recent report [pdf] from Hinge. Per responses from the 220 Visible Experts and 275 clients... READ MORE

Only 1 in 3 People in the US Say They’ll Be Watching Traditional TV in 5 Years Meanwhile, 8 in 10 US consumers currently stream TV or movies on a weekly basis.

Despite data that shows that people are watching more TV than usual during the pandemic, there has been an overall and steady decline in traditional TV viewing in the past few years. In fact, a report [download page] from AudienceProject has found that just... READ MORE

A New Breed of B2B Decision-Makers? BETAs are the first generation of digital natives to reach senior positions in businesses.

The way B2B companies do business has evolved. With more emphasis being put on digital transformation that has only been exacerbated by COVID-19 and changing customer behaviors, B2B decision-makers are changing as well, as a younger generation takes their... READ MORE

These Brands Had the Fastest Growth in Consumer Buying Intent in 2020 Unsurprisingly, awareness of Zoom shot up in 2020.

With a global pandemic changing the way consumers shopped, worked and communicated throughout the majority of 2020, it’s no surprise that the year’s Fastest Growing Brands [download page], as determined by Morning Consult, included brands specializing in... READ MORE

Content Marketing on Twitter: 4 Points The most popular hashtag that appeared alongside the hashtag #contentmarketing was #digitalmarketing.

As one of the top 5 social media apps US consumers cannot do without, Twitter remains a destination for brands to engage with their customers. It’s also a place where content marketers can share and discuss content either with their prospects or with each... READ MORE

Here’s What Women Want to See from Brands in Advancing Gender Equality Many women believe that brands have a lot of responsibility to improve women's equality.

When it comes to women’s representation in media, only about one-third of Hispanic (36%) and White (33%) women say that media has made a lot of progress to better represent women in the past decade, while even fewer (23% of) Black women agree with that... READ MORE

3 Interesting Study Findings About TikTok’s Adult User Demographics Its hold on young adults is well known, but TikTok also appears to have strong appeal with Hispanic adults.

TikTok has quickly become a favored social media platform among teens, and several Fortune 500 companies have even seen the value in engaging with customers through the app. And, while the appeal of TikTok is undeniable among America’s youngest generations,... READ MORE

Here Are Forecasts for the Global Ad Market This Year The global media advertising market is forecast to grow by 12.3% this year.

Following a year that saw the global advertising market contract by 5.8%, projections are more optimistic for 2021, with an expected 12.3% year-over-year growth. This is per a year-end report [download page] from GroupM which also estimates that internet... READ MORE

Here’s How Marketers and Agencies Are Handling the Shift to E-Commerce About 7 in 10 client-side marketers believe that the shift towards online shopping is here to stay.

While COVID-19 negatively impacted many industries in 2020, e-commerce thrived, with a global study [download page] by WARC reporting that in the US alone, e-commerce experienced a “10-year growth spurt” in a matter of eight weeks. On the whole, there is an... READ MORE

People Still Say They’re Watching More TV Than They Did Pre-Pandemic More than one-third of US consumers say they now watch a lot more TV than they did pre-pandemic.

One consumer behavior that has come out of the pandemic and shows no sign of reverting back to “normal” just yet is the increased amount of TV people are watching. Recent data [download page] from Hub Entertainment Research from a November 2020 survey shows... READ MORE

COVID and Recession to Dominate Societal Considerations in Strategic Plans Nearly every marketing executive surveyed believes that post-pandemic changes in consumer behavior will be a consideration when forming their strategies for this year.

Although 2020 is finally over, marketers are looking to a lot of the changes brought about by the pandemic and the resulting economic impact to inform their strategies this year. Indeed, a report [download page] from WARC shows that topics and concerns such... READ MORE

What Kinds of Online Ads Do Early Tech Adopters Say Catch Their Attention? Close to 1 in 5 (18% of) US consumers consider themselves to be early adopters of technology.

Close to one-fifth (18%) of consumers around the world are early adopters of technology – agreeing that they either are actively on the lookout to buy new tech devices and services or are always keen to use new tech products as soon as they enter the... READ MORE

What Do Digital Media Pros See As Their Top Challenges This Year? Digital marketing experts see third-party cookie deprecation as a key obstacle in 2021.

Digital media experts think that third-party cookie deprecation will be a top challenge in the industry this year, according to Integral Ad Science’s (IAS) latest Industry Pulse report [download page]. Here’s what the report has to say on other... READ MORE

B2B Digital Sales Amid the Pandemic: 6 Points More than three-quarters of B2B sales professionals believe that digital selling strategy will be instrumental in recovering from the pandemic.

The majority (55%) of B2B sales professionals think that their business will recover from the pandemic and resultant global recession, and for 78% a digital selling strategy will be instrumental to recovery. So finds Altimeter’s latest report [download page]... READ MORE

Which Emerging Tech Do Marketers Think Will Most Impact Strategy This Year? More than 2 in 5 marketers are hopeful about the impact real-time marketing will have on strategy.

Real-time marketing, analytics and AI are just some of the technologies that marketers think will have an impact on marketing strategy in 2021 according to a recent survey from Ascend2. The 270 marketers surveyed in November 2020 were asked which emerging... READ MORE

Older Adults Spending More Time and Money on Video Games US adults ages 65 and older increased their time gaming in 2020 by 45% year-over-year.

It’s been established that the image of the stereotypical video game player differs considerably from what the average gamer really is. Even with some myths dispelled, gaming is still perceived as an activity for younger people. However, data [press release]... READ MORE

How is the US Ad Market Projected to Fare This Year? US ad spending is expected to grow by 6.2% this year. Which media are likely to rebound faster than others?

After a pandemic-induced contraction of 3.9% in 2020, the US advertising market is expected to rebound to 6.2% year-over-year growth this year. So says a year-end report [download page] from GroupM, which also forecasts that this year internet advertising... READ MORE

6 Points About Content Marketing and Search The top search query on Google relating to content marketing last year was “content marketing strategy.”

The events of 2020 saw content consumption and engagement rise, particularly in the B2B arena, signaling the importance of content marketing in an increasingly digital world. As such, a new report [download page] from SEMrush examined a range of content... READ MORE

4 Points About Consumer Behavior Changes Spurred by COVID More than three-quarters of consumers have tried a new shopping behavior since the start of the pandemic.

Thanks to the COVID-19 pandemic, 2020 has been a year of disruption for consumers and businesses – and according to new data from McKinsey, the vast majority (78%) of consumers have tried a new shopping behavior since the pandemic began. Here are 4 key... READ MORE

B2B Video ROI Reportedly Improving; Use in Sales Conversations Climbs Video is an important form of content for three-quarters of marketing and sales professionals surveyed.

Organizations continue to see video as a viable form of content. The latest State of Video report [download page] from Demand Metric and Vidyard finds that even more organizations are seeing its value, with 76% of the marketers and sales professionals... READ MORE

Not All Traditional Media Expected to Bounce Back Next Year However, cinema and OOH are predicted to rebound some after a disappointing 2020.

Cinema, out-of-home (OOH) and print are just some of the ad types whose investment has been hit hard this year, according to WARC’s latest report [download page] on global ad trends for 2020/21. By all accounts, cinema has taken a hard hit as a result of the... READ MORE

Youth Say They Remain Brand-Conscious As They Buy More Beauty Products Online About one-third of young consumers report buying more beauty/skincare products in the past 6 months.

The pandemic has driven more people to shop online, and skincare and beauty products are no exception. A recent report [download page] from Nosto found that although only one-third (34%) of young US consumers report buying more beauty and skincare products... READ MORE

Google’s Top Trending Searches of 2020, and Other Year-in-Review Lists Unsurprisingly, searches related to the coronavirus featured prominently both globally and in the US.

It’s that time again when the year-in-review lists are rolling in. And, what a year it’s been. There’s no surprise that Google’s top trending searches of 2020 show that, globally, the coronavirus was top-of-mind around the world this year, while people in... READ MORE

As MarTech Spending Looks Set to Rise Again in 2021, Ease of Use Remains A Key Factor 9 in 10 marketers agree that it's essential for new martech to be easily implemented into their existing stack.

It looks as though the havoc caused by the pandemic this year has not discouraged investment in marketing technology in 2021. A report from Ascend2 found that 7 in 10 marketing professionals anticipate that, in the year ahead, their budget for implementing... READ MORE

Dual Pay-TV & SVOD Subscriber Households Continue to Grow Some 3 in 5 US TV households now subscribe to both SVOD and pay-TV services.

The gap between pay-TV and subscription video-on-demand (SVOD) services has widened. While in 2019, the proportion of households with SVOD services and pay-TV subscriptions was nearly at parity, the share of households with SVOD services only (20%) has... READ MORE

Almost Half of Retailers Claim They’ll Hike Their Social Ad Spend in 2021 Facebook is still the primary destination, but Instagram is becoming a popular choice.

Some 93% of retailers are currently buying social media ads on Facebook, with three-quarters planning to increase this investment in 2021, according to Smartly.io’s latest report [download page], this time covering social media ad plans in 2021. The study... READ MORE

Cord-Cutting Slows in Q3 Hulu + Live TV is now the fifth largest pay-TV service in the U.S. by subscriber count.

Although pay-TV providers continue to suffer from consumers cutting the cord, the number of subscribers they shed in Q3 2020 was significantly less than it was during the same period last year. That’s according to data from the Leichtman Research Group... READ MORE

OOH Ad Revenues See Big Fall Again in Q3 OOH ad revenues decreased by 36% year-over-year.

The third quarter of 2020 was another disappointing quarter for out-of-home advertisers (OOH), with the Out of Home Advertising Association of America (OAAA) reporting that OOH advertising revenues dropped 36% over the same quarter last year, bringing in... READ MORE

[New Report] US Media Audience Demographics: 7th Annual Edition Master your media strategy with this definitive data-driven analysis of major media audiences, the 7th edition of our popular report.

Media time is an essential element of American life. But life has been anything but routine this year. The 7th annual US Media Audience Demographics report poses the question: who’s listening to, reading, or watching what? Now more than ever, access to... READ MORE

These are the Highest-Ranking Brands Among US Adults in 2020 The global list is decidedly more tech-oriented than the list in the US, which tends to center more around CPG brands.

After being conspicuously absent last year, Amazon has made its way back on YouGov’s BrandIndex list of the best brands as rated by adults in the US. The e-commerce giant ranks at #3 this year, almost making it back to the #2 rank it enjoyed two years ago.... READ MORE

Manufacturing Content Marketers Turn to Video Some 8 in 10 manufacturing content marketers have used video in the past 12 months.

Manufacturing marketers are more likely to turn to video as a content type than content marketers overall, according to a recent report [pdf] from Content Marketing Institute (CMI), MarketingProfs and GlobalSpec The report outlines a range of content and... READ MORE

Q3 Video Game Spending Continues Rise Spending on video game products in the US grew by 24% year-over-year in Q3 2020.

So far this year, spending on video game products has achieved historic highs, with year-over-year (y-o-y) growth in Q2 and Q3 reaching double digits. This is per recent data [press release] from The NPD Group, which found that consumer spending on video... READ MORE

8 in 10 Digital Minutes Are Spent on Our Mobile Devices Some 9 in 10 of those mobile minutes are spent in mobile apps.

Mobile app usage has seen a notable increase since COVID-19, and new data [download page] from Comscore confirms this trend, reporting global growth not only in mobile minutes, but apps’ continued dominance of those minutes. The report also outlines overall... READ MORE

Video Advertisers Say They’re Not Yet Effectively Reaching the Right Audiences 8 in 10 US advertisers consider reaching the right audience important to delivering a relevant video ad experience.

Some 8 in 10 US advertisers agree on the importance of reaching the right audience with their video ad efforts, but significantly fewer feel that they are able to do this effectively, finds Xandr in its 2020 Relevance Report [pdf]. Here’s a look at how... READ MORE

B2B Marketers Pick Up New Skills During the Pandemic Unsurprisingly, new tech tools for collaboration are popular.

This year has brought about a lot of changes for B2B marketers, with a new survey from MarketingProfs finding that in the last 6 months B2B marketers have had to deal with balancing work and changes to home life (58%), working more hours than ever before... READ MORE

DOOH Advertisers to Hike Spending, but See Challenges Some 6 in 10 US advertisers expect to see their spending on DOOH increase in the next 18 months.

Digital out-of-home (DOOH) advertising consistently accounts for a growing share of total out-of-home ad spending. And, although it’s been a difficult year for out-of-home (OOH) advertising in general, with total spending dropping some 45% year-over-year in... READ MORE

Half of Marketers Using Salesforce Report Employing AI Since the pandemic, 65% of marketers using Salesforce have noticed an increased demand for AI capabilities for personalized product recommendations.

Artificial intelligence (AI) capabilities appear to be in higher demand because of the pandemic, with a report [download page] from Bluewolf (an IBM Company) finding that about two-thirds (65%) of marketers using Salesforce cite increased demand for AI... READ MORE

As AM/FM Radio Listening Recovers, Heavy Listeners Prove Keen Shoppers In October, the number of radio listeners had recovered to 97% of what it was pre-pandemic.

After Americans were asked to go into lockdown earlier this year due to the pandemic, consumers spent less time with radio, largely because they were spending less time in their cars. Post-lockdown, the number of radio listeners has crept back up to reach... READ MORE

Here’s Where Marketers Are Struggling Most with the Customer Experience and Personalization Close to half of the respondents surveyed are hindered in delivering a desired CX because of a lack of an appropriate CX strategy.

Consumers who enjoy a very good customer experience are more likely to purchase more, recommend the company to others and trust that company. As such, companies are recognizing the benefits of delivering a good customer experience (CX) – but that... READ MORE

ANA Reports No Progress in Racial and Ethnic Diversity of the Marketing and Advertising Industry Only about 1 in 8 ANA member CMOs are either Asian, Hispanic or African American.

Not much has changed this year when it comes to ethnic and racial diversity in the role of CMO or its equivalent. A survey of members of the Association of National Advertisers (ANA) shows that although women have made strides in the role of CMO, the same... READ MORE

QR Code Use Continued Downward Trend in Q2 However, the use of mobile web and mobile apps for purchases on smartphones has risen again.

One change that the COVID-19 pandemic appears to have wrought is an increasing frequency in the use of mobile devices to make purchases. In fact, during the second quarter of 2020 the average number of purchases made via the mobile web more than doubled over... READ MORE

Consumers Consider Different Factors When Determining Content Quality Close to 7 in 10 consumers consider the trustworthiness of a source when establishing the quality of content.

Trustworthiness, appropriateness and objectivity are three of the key components consumers consider when determining the quality of online content. This is per a report [download page] from Integral Ad Science (IAS), which also found that consumers prefer... READ MORE

Holiday 2020 Data Hub [Updated]: Cyber Week Recap Looking at the 2020 holiday season in numbers, including forecasts and key trends.

In a year where e-commerce has seen strong growth, Cyber Monday sales increased by 15.1% over last year to reach $10.8 billion. That’s according to data from Adobe, which found that between Thanksgiving Day and Cyber Monday (but excluding Sunday),... READ MORE

Virtual Events Are A Part of “Core Strategy” For 1 in 3 Marketers Now More than 8 in 10 marketing professionals say they have increased their frequency of webinars due to the pandemic.

Some 8 in 10 (79%) marketers report that they are currently running webinars. So says a survey [webinar sign-in page] of 1,000 marketing professionals from BrightTALK, which also revealed that 84% have increased their frequency of webinars due to COVID-19.... READ MORE

Pre-Pandemic, What Did Marketing and IT Think About the Future of the CMO and CIO? About half of IT senior executives surveyed believed the role of CMO would be replaced by another in the next 2 years.

Half (51%) of IT executives think that the CMO role could be replaced with another role in the next 2 years, according to a recent report [download page] from Infosys. In the pre-pandemic survey of 750 senior-level executives fielded in early 2020,... READ MORE

What Are Black Americans Buying Online, And How Can You Reach Them? Close to half of Black American adults are shopping online.

Since 2010, the buying power of African Americans has grown faster than that of the total US population, per a new report [download page] from Nielsen. The report revealed that the buying power of African Americans grew by 48% between 2010 and 2019 to reach... READ MORE

Most People Will Decide to Watch A TV Show After One Episode This is especially true when it comes to new shows discovered before the premiere.

TV viewers will make a judgement call on a show after a single episode, and most prefer shorter series, according to new figures [download page, free excerpt available] from Hub Entertainment Research. The study breaks down viewing habits at a time when... READ MORE

Video Entertainment Brands Relying More on Digital Ad Spend As Competition Intensifies Video entertainment brands' ad spending is expected to decrease by only 0.2% over last year.

In a year when the COVID-19 pandemic has had a negative impact on global ad spend almost across the board, video entertainment ad spend appears to have weathered the storm better than some, per a new report [download page] from Zenith Media. Estimates from... READ MORE

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