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Some B2B Marketing Processes Have Room For ImprovementOnly 48% of companies feel marketing leadership is fully effective in implementing new initiatives.
Almost two-thirds of B2B companies are experiencing either profound (20%) or significant (44%) changes in their market conditions and customer behaviors. So how are organizations adapting? A new study [download page] from Econsultancy and Sojourn Solutions... READ MORE
Pay-TV Viewers Account For Half of OTT Viewing HoursHowever, households that have cut the cord watch twice as many hours of OTT video on average.July 12, 2019
There is no doubt that OTT has made its mark on video viewing in the US and is at least partly responsible for households cutting the cord. However, cable and satellite providers need not feel threatened by OTT, considering that Comscore’s latest The State... READ MORE
Amazon Prime Day 2019 StatsThree-quarters of Prime members plan on shopping Prime Day 2019. Here's a roundup of their plans - as well as numbers from last year's Prime Day.
Shoppers in the US will spend more on Prime Day this year than they did in 2018. In a survey of Amazon Prime members from Profitero, three-quarters (76%) plan on shopping on Prime Day in 2019, with 56% of those who shopped Prime Day last year saying they... READ MORE
What Are World-Class Sales Leaders Doing That Others Aren’t?9 in 10 world-class sales pros have positive interactions with customers across channels. July 11, 2019
An exceptional 9% of sales leaders qualify as world-class because they excel in 12 key sales practices. A new study [download page] from CSO Insights reports that these world-class sales leaders have higher win rates, quota attainment, seller retention and... READ MORE
Siloes: The Top Challenge To Gaining Insights From DataWhile the typical customer journey takes more than 4 months.
Businesses are finding that being able to personally engage their customers throughout their buying journey is the way to gain and retain customers. However, to do this, marketers need data and, according to a survey [download page] of more than 150 business... READ MORE
Brand Trust Is Becoming More Important: Here Are Some Key Stats And ThemesProduct, societal and consumer reasons all factor into why consumers trust brands.July 10, 2019
As the wealth gap between affluent Americans and the rest widens, one-third (33%) of American consumers say trusting a brand is important because they are struggling financially and cannot afford to waste any money on a bad purchase. That figure comes from... READ MORE
More US Adults Own A Smartphone Than Have Home BroadbandAbout one-fifth (17%) of US adults do not have home broadband but do own a smartphone.
Just about one year ago, research showed that the majority of time spent with digital media each month was done on smartphone apps. That shouldn’t come as a surprise, considering a new report from Pew Research Institute revealing that 8 in 10 US (81%)... READ MORE
Connected TV Devices Further Their Lead Over Mobile in Video Ad ViewsCTV is taking over from mobile devices, which dropped to 42% share of ad views from 57% a year earlier.July 9, 2019
Connected TV devices continue to account for the largest share of video ad impressions, per the latest Video Benchmarks report from Extreme Reach covering Q1 2019. Smartphones, which only a year earlier had accounted for the largest percentage of... READ MORE
Americans Are Turning to Reputable Sources For Their NewsA sizable chunk of Americans are thinking twice before sharing articles from questionable sources.
While the trust US adults have in the media has experienced a considerable dip in recent years, there are indications that trust in mass media is returning. And yet despite this growing trust, it’s clear that the seemingly steady flow of fake news being... READ MORE
OTT Video Penetration Continues to Reach New HeightsOTT now reaches two-thirds of US households with WiFi.July 8, 2019
Some 64 million US households use OTT, which now reaches two-thirds (66%) of homes with WiFi. Nonetheless, while OTT streaming continues to rise, its growth has slowed, with only 7% year-over-year (y-o-y) growth in March 2019 compared to the 17% y-o-y growth... READ MORE
What Advantage Do Commerce Companies Have Over Amazon?Product knowledge is one area where retailers feel confident. But most feel Amazon has the advantage in other areas including pricing and user experience.
Six in 10 (61%) global commerce businesses say their current business model is under significant or extreme pressure to adapt to changing market conditions and customer behaviors. Furthermore, according to a new Sitecore and Econsultancy survey [download... READ MORE
More Than One-Third of American Adults Rely Mostly on Their Smartphone to Go OnlineAlmost half of adults without broadband say they forego it because their smartphone offers everything they need.July 2, 2019
Smartphone ownership in the US has soared in recent years, with a new study by the Pew Research Center reporting that ownership has increased from 35% in 2011 to 81% in 2019. As the use of smartphones increases, so does the percentage of adults who mostly... READ MORE
The US B2B Trade Show Market Continues to GrowThe B2B Business Information sector is growing as well - and tends to do well even during downturns.
Trade shows and other events have been shown to be effective across all the stages of the buyer’s journey, with B2B demand generation marketers saying that in-person events are their best performing top of the funnel tactic. So, how big is the trade... READ MORE
How Are Businesses Going About Retaining Their Customers?Preemptive engagement is an effective customer retention tactic across sectors.July 1, 2019
While businesses are always keen to acquire new customers, keeping the ones they have is an expectation for many CMOs. Consequently, a recent study [download page] from Brightback, found that nearly all (97%) of the more than 300 business leaders surveyed... READ MORE
4 Points About Radio and Podcast ListeningRadio reaches more people on a weekly basis than any other platform, including TV and smartphones.
Despite what the song says, video hasn’t kill the radio star. In fact, according to a new report [download page] from Nielsen, more than 270 million Americans ages 6 and older listen to the radio each week. And, with about half of brands agreeing that... READ MORE
Media Milestone: Time on Mobile to Surpass TV Viewing This YearThis year, the average American adult will spend 8 minutes more with a mobile device than watching TV.June 28, 2019
American adults have for many decades spent a significant amount of their time in front of the TV. But growth in the adoption of smartphones across all generations has created competition for TV. Now in 2019, eMarketer forecasts that a key threshold will be... READ MORE
How Can Marketers and Agencies Improve Their Alignment?Less than one-fifth of marketers feel their models align with their agency's.
Recent research has found that 4 in 10 marketing professionals are looking into bringing their creative and digital media in-house in order to save money. Among those companies continuing to use agencies, a new survey [download page] of more than 350... READ MORE
How Frequently Do US Consumers Use Voice Assistants?Almost one-fifth of US consumers report using voice assistants daily - and frequent users are more comfortable with shopping using their voices.June 27, 2019
In a world where now all consumers have to do is say, “Alexa, reorder coffee” and it will be delivered within two days, businesses are seeing the importance of a voice-enabled experience. But it doesn’t mean that all consumers are using voice... READ MORE
Traditional Media to Retain Lead in Advertising to KidsDigital advertising is expected to reach only about one-third of total kids advertising spend by 2021. YouTube is a key player.
As ad spend targeted towards kids continues to rise, so does the amount of spend dedicated to digital advertising. New findings [download page] from PwC and SuperAwesome reveals that of the $4.3 billion estimated to be spent globally on kids advertising this... READ MORE
What Constitutes Unethical Marketing?Many marketers hold a dim view of such practices, but some feel pressure to use them too.June 26, 2019
An overwhelming majority (92%) of marketers consider themselves to be ethical, according to research [pdf] released by Phrasee. But the same research also reveals that one-quarter have been pressured to use unethical marketing tactics at work. Consumers tend... READ MORE
The World’s Most Valuable Brands Continue to GrowTotal brand value for the Top 100 global brands now stands at $4.7 trillion, though growth slowed from last year.
BrandZ has released its Top 100 Most Valuable Global Brands 2019 report [pdf] showing continued growth in value of the world’s most valuable brands, albeit not at the rate from last year. The report indicates that the value of the top 100 brands grew... READ MORE
Video is the Dominant Ad Format in the USMajor national marketers allocate the largest share of their spend to Google, but traditional TV companies are heavily represented in the list of top media owners.June 25, 2019
The US advertising marketplace is expected to grow by 8% (not including cyclical events such as the Olympics and the World Cup) in 2019 and, according to new data from the Standard Media Index (SMI), much of that ad growth will come from small and... READ MORE
How Does A Corporate PR Crisis Response Impact Stock Price?Quite considerably - but speed and effectiveness can significantly mitigate the impact.
Publicly-listed US companies that experienced a significant crisis lost an average of 15% of their stock value over the period of a year, according to a new study [download page] by Hot Paper Lantern. But the speed and effectiveness of a company’s... READ MORE
US Online and Traditional Media Advertising Outlook, 2019-2023MarketingCharts' annual coverage of PwC's media advertising landscape 5-year forecast.June 24, 2019
PwC has issued its latest annual Global Entertainment & Media Outlook report, a comprehensive study that contains projections for online and offline media advertising markets through 2023. [Editor’s note: If you’re interested in media trends,... READ MORE
What Are High-Performing Customer Experience Leaders Doing That Others Aren’t?Half of businesses say a customer journey-based strategy is extremely important to their success.
Customer experience professionals recognize that there are a range of business risks that can result from a poor customer experience, including loss of customers (61.5%) and damage to brand reputation (52.5%). With these two critical factors at stake, a new... READ MORE
What Would Make Digital Media and Linear TV More Effective for Marketers?Advertisers look for brand safety in digital and better targeting capabilities on linear TV.June 21, 2019
In the eyes of television advertisers, both linear TV advertising and digital media have room for improvement in order to make them more effective marketing vehicles. But a recent survey [download page] by Blockgraph (a division of FreeWheel) found that, in... READ MORE
Predictive Analytics Drives Significant Uplift in Customer Lifetime Value For SomeMachine learning and artificial intelligence also move the needle, according to marketers using the tech.
In recent years marketing technology has become an integral tool for companies looking to boost their Customer Lifetime Value (CLV). Companies recognize that creating an individual experience for each customer requires a broad set of different marketing... READ MORE
Here’s A Look At B2B Marketers’ Most Desired MetricsROI by channel continues to be the most sought-after metric.June 20, 2019
Just over a year ago, B2B marketers reported that one of their biggest challenges was not being able to measure impact across channels – and that the top metric they wanted to use in the next 12-18 months was measuring ROI across channels. One year... READ MORE
Pay-TV Services Still Lag in Customer SatisfactionMeanwhile, video streaming services continue to garner higher satisfaction rates.
Video streaming continues to gain a competitive edge on traditional TV. Earlier this year, a study found that more US consumers subscribe to a video streaming service than to pay-TV. Adding fuel to the fire, now a new report [download page] from the American... READ MORE
Who’s Dedicating the Largest Share of Wallet Online?Those with lower online share of wallet are seeing faster percentage point growth, but a caveat applies.June 19, 2019
US consumers are becoming more diverse, and so are their spending habits – at least to some extent. One thing that all age groups, ethnicities and income levels have in common is that online’s share of their wallet has increased in the past two... READ MORE
The Average CMO Tenure Dipped Slightly in 2018But around one-third of CMO positions were held by women in 2018 - an increase on the year prior.
The average tenure of CMOs at 100 of the most advertised consumer brands in the US experienced a slight drop last year, but remains slightly longer than it was in 2016. That’s according to the latest annual analysis from Spencer Stuart, which also notes a... READ MORE
What Leads People to Choose A New Retailer?Word of mouth still has the most influence over shoppers.June 18, 2019
Consumers are still highly influenced by word of mouth (W-O-M) when it comes to trying out a new retailer. A full 45% of consumers say that a friend or family member had recommended the most recent retailer they had purchased from for the first time, per... READ MORE
Even Affluents Are Engaging in CPG Deal-Seeking BehaviorThree-quarters of higher-income consumers say they buy private label and almost two-thirds try new, lower-priced brands.
Despite reported economic growth in the US in Q1 2019, half of the US population have experienced financial difficulties that have led many to look for ways to save money in order to make ends meet. It turns out that this deal-seeking behavior is not... READ MORE
Are Marketers Meeting the Demands of the Modern Connected Customer?The modern connected customer wants a lot - and marketers are sometimes struggling to deliver. June 17, 2019
The modern connected customer has concerns and demands that, in some ways, are quite different from what they were before the digital era. So are brands confident in how they serve them? Unfortunately, a survey from CMO Council and Worldwide Partners of more... READ MORE
Mobile Marketers to Increase Their Use of Location Data in Emerging ChannelsVoice, digital out-of-home, advanced TV and automotive are all areas of growth.
Fully 84% of mobile marketers currently use location data in their marketing and ad campaigns, with that percentage expected to increase to 94% in the future. Mobile is easily the leading channel for location data use – and 5G technology will present... READ MORE
3 Surprising Findings About E-Commerce MarketingRetailers' performance ratings and spending trends in acquisition, personalization and voice may appear counterintuitive.June 14, 2019
Retailers are clearly keen on finding new customers, as four in 5 (81%) digital retail leaders say that in 2018 acquisition marketing was among their largest marketing investment priorities, making it the leading investment initiative. This appears to have... READ MORE
Most Americans Report Being More Likely to Trust A Purpose-Led CompanyFour in 5 Americans feel a deep personal connection with purpose-driven companies.
Three-quarters (76%) of US adults (ages 18 and older) expect businesses to positively impact society instead of just make money. In a new study [download page] of more than 1,100 American adults, Porter Novelli / Cone found that 79% of Americans feel they... READ MORE
Most Americans Say They’re Willing to Pay More For Environmentally Friendly ProductsHalf of US shoppers purchase green because they are conscious of the environment. June 13, 2019
The majority (54%) of US adult shoppers agree (43%) or strongly agree (11%) that they are willing to pay more for environmentally friendly products. This apparent willingness to pay a premium for “green” products has increased considerably since... READ MORE
Father’s Day Spending Expected to Reach A New HighSpending on Father's Day is estimated to reach $16 billion this year.
Father’s Day spending is estimated to rise from last year’s $15.3 billion to reach $16.0 billion, says the NRF in a new forecast, pushing this year’s total to a new peak. This growth comes despite a slight dip in the percentage of American adults... READ MORE
Marketers Believe Research and Case Studies Are Their Target Audiences’ Most Trusted ContentFour in 10 marketing influencers also say their content marketing engagement strategy is best in class. June 12, 2019
A full 95% of marketing influencers say their content marketing engagement strategy is either somewhat successful (56%) or very successful (39%) at achieving such primary goals as improving brand awareness, increasing customer conversions and increasing... READ MORE
Customer Lifetime Value Is A Priority. So What Are Marketers Doing About It?Virtually no company marketers say their approach to customer lifetime value is mature.
Do marketers think of the long game when it comes to their customers? Maybe not, as only one-third (33%) of survey respondents report that customer lifetime value (CLV) is a measurable and reported KPI for their company, per a report [download page] from... READ MORE
TV Advertisers Are Embracing Data-Enabled AdvertisingAudience-based TV advertising is also on the rise.June 11, 2019
Data-enabled TV advertising is set to see significant growth in the next year – and is already becoming more widespread. A recent survey [download page] of more than 150 television advertisers and marketers by Blockgraph (a division of FreeWheel)... READ MORE
Growth in US Adults’ Media Time Levels OffBut media usage is expected to grow by 4 minutes per day next year, buoyed by the elections and the Olympics.
US adults’ media consumption appears to be flatlining, as a new estimate from eMarketer projects they’ll spend about the same amount of time on media in 2019 as they did in 2018. The data from eMarketer suggests that adults (18 years and older)... READ MORE
What Metrics Are ABM Marketers Using to Measure Success?Plus - what challenges are they facing in measuring it all?June 10, 2019
The increased adoption of account-based marketing (ABM) doesn’t mean that B2B marketers are taking their eye away from the KPIs they’ve become accustomed to. In a recent Demand Gen Report (DGR) study [download page] – produced with LeanData... READ MORE
Five Points About Podcast AdvertisingIn this growing market, baked-in ads are still preferred, but dynamically inserted ads are growing in use.
With more Americans listening to podcasts than ever before, podcast advertising revenues are also on the rise, with just 22 companies self-reporting revenues of $344.7 million in 2018, in a market estimated to total $479.1 million (up 53% year-over-year).... READ MORE
Half of Global Media Ad Spend Forecast to Be Online Next YearA growing spend per internet user is one of the reasons behind digital advertising's ascent.June 7, 2019
Global internet advertising spend is projected to account for about half of total media advertising dollars next year – and it’s well on its way to fulfilling this projection, according to new research [subscription required] from WARC. The... READ MORE
Lower-Income Americans Still Lagging in Tech AdoptionBut 71% do now own a smartphone - a considerable rise in just a few years.
Perhaps not surprisingly, lower-income adults in the US have lower levels of technology adoption compared to those with higher incomes. A Pew Research study reveals that while 94% of Americans with a household income (HHI) of more than $100K have home... READ MORE
Social Media Dominates Video Content Promotion EffortsThe most popular channel among marketers is Facebook - coming ahead of YouTube.June 6, 2019
A large majority (89%) of marketers use video as part of their content strategy, which is not surprising considering marketers believe video converts better than other content. But how do marketers get their video content to their audiences? A new report... READ MORE
Cannabis Retailers Find Biggest Media Opportunity in Outdoor AdvertisingOutdoor advertising for cannabis reached $3.5 million in 2018.
Ten US states have already legalized cannabis for recreational use and more are predicted to do so in the coming years, with an Illinois bill recently passing through legislature and awaiting signature into law. This opens up a new market for media owners,... READ MOREFeel Like You're Always Playing Catchup?
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