![Data Hub: Coronavirus and Marketing [Updated]](https://www.marketingcharts.com/wp-content/uploads/2020/05/Bynder-COVID-19-Impact-Branding-Marketing-Efforts-May2020.png)
Explore Our Insights
Articles
Sponsored
Featured
External Link
Customize Your Feed
By Category
By Date
Customize Your Feed
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 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
Amazon Dominates in Service Quality Perception, but Isn’t Always the First Choice for Shopping For example, luxury and beauty are areas where consumers prefer to shop either offline or at retailer sites.
Amazon leads the way among online retail channels in consumers’ views of delivery speed, delivery price, product reviews and more, but it falls behind as a shopping destination in some sectors, according to a recent report [download page] from Wunderman... READ MORE
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
Consumers Are Streaming More Since the COVID-19 Outbreak – but What About Pay-TV On-Demand? Hint: viewing certainly isn't going down with stay-at-home orders in place.
It is not just streaming video services whose viewing hours have increased in the wake of the COVID-19 outbreak. According to new data [press release] from The Diffusion Group (TDG), pay-TV on-demand viewing has also been on the rise. The survey of almost... READ MORE
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
Just 1 in 3 Organizations Are Satisfied With Their Lead-to-Customer Conversion Rates. What Might Help? A prioritization of CRM data quality among leadership is one of the suggested factors.
For marketing and sales organizations looking to improve their lead-to-customer conversion rates and overall revenue, collecting and maintaining high-quality CRM data could be the key to positive change, per results from a recent study [download page] by... READ MORE
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
COVID-19 Expected to Drive Higher Social Media Usage This Year, with Instagram and Snapchat to Benefit Revised forecasts now show an uptick in Facebook usage.
Among the various repercussions and changing consumer behaviors attributed to the coronavirus pandemic, Americans are expected to spend more of their time on social media this year, per new forecast data from eMarketer. The research firm estimates that adult... READ MORE
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 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 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
Large CPG Manufacturers Are Losing Market Share to Private Label and Extra Small Companies Private label manufacturers' market share grew to almost 16%.
US CPG dollar sales saw a 2.2% rise year-over-year in 2019, continuing steady growth since 2017, according to a recent study [pdf] from IRI and Boston Consulting Group (BCG). Private label and extra small companies were drivers of growth last year with large... READ MORE
So, You Want Your Content to Be Audience-Focused. Be Prepared for Some Challenges. Most content marketing professionals struggle with audience-related issues.
Marketers pride themselves on knowing their audience – and the most successful content marketers put their audiences’ needs first. Indeed, when it comes to the ingredients behind a successful content strategy, the highest-ranked factor among... READ MORE
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
Facebook Giving Accounted for 3.5% of Non-Profits’ Online Revenues Last Year One-quarter of Facebook donations occur during the holiday months of November and December.
Facebook giving made up 3.5% of all non-profit online revenue in 2019, with Health non-profits benefiting in particular (9.5%), according to M+R’s latest Benchmarks data. Alongside a decrease in revenue from email, the amount raised through Facebook... READ MORE
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 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
Which Tools Are Most Prevalent in High-Growth Companies’ Sales Tech Stacks? Data, engagement and chat technologies are used at more than half of these firms.
While CRM isn’t used by all companies, when it comes to high-growth firms its adoption is ubiquitous, according to a recent report [download page] from TOPO. In this respect among others, sales tech usage often mirrors that of marketing tech. According... READ MORE
Half of At-Risk B2C Service Subscribers Would Choose to Pause Their Plan Instead of Canceling However, different subscription types exhibit different potential retention rates when deploying this tactic.
It’s in the interest of any subscription-based company to keep churn rate low. With an estimated 27.4 million US consumers at risk of canceling at least one subscription in the next 6 months, subscription services are looking for effective ways to... READ MORE
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 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
Agency Leaders Were Predicting Growth in These Areas. Their Rosy Forecasts Are Unlikely to Hold Up. In light of the coronavirus, only 3 in 10 agency leaders surveyed expect to enjoy more profitable growth in 2020 than in 2019.
In spite of fears that gaining new business would be difficult, 2019 turned out to be a good year for agencies. A new report from Society of Digital Agencies (SoDA) reveals that 6 in 10 agency leaders say they had a strong year in 2019, with about one-fifth... READ MORE
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 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 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
B2B Decision-Makers Say Changes to Their Go-to-Market Approach Are Likely to Stick After COVID-19 Some 8 in 10 say that new go-to-market approaches will last for more than a year, with B2B e-commerce rising sharply.
Almost 6 in 10 B2B companies (57%) in the US have reduced their marketing spend as a result of the coronavirus outbreak, according to a McKinsey study of 3,600 B2B decision-makers. But the changes to the B2B model are more significant and potentially... READ MORE
More Than 3 in 4 Broadband Households Now Subscribe to An OTT Streaming Service However churn rates are growing, with costs often cited.
OTT subscription service adoption continues to increase in the US, with new data from Parks Associates revealing that 76% of broadband households now subscribe to at least one OTT service, up from 72% of households for the same quarter in 2019. Similarly, a... READ MORE
Marketers See Usefulness of Research Tactics, but Lag in Self-Reported Skill Sets The gap between usefulness and skill level is widest for data analysis and audience segmentation.
Nine in 10 (91%) marketers consider market research to be beneficial to marketing, but that doesn’t mean all marketers feel that they are good at executing research practices. A recent report [download page] from S2 Research finds that one-third (34%)... READ MORE
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 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 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
TikTok’s US Adult Users Double Year-Over-Year; Here Are Age and Income Breakdowns 18-24-year-olds constituted almost 2 in every 5 unique adult visitors to the platform in March.
TikTok has already made its way into the heart of teens, with more than 1 in 10 (13%) declaring it their favorite social media platform, behind only Snapchat and Instagram. But what about adults? As it turns out, the number of unique US adults visitors to... READ MORE
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 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 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 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? 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 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
CPC Benchmarks by Industry Show Insurance, Online Education Most Expensive CPCs trended lower in the most expensive industries, though.
Cost-per-click (CPC) is one of the most commonly used metrics companies use to measure objectives. And, per new data from SEMRush shared with MarketingCharts, the Insurance and Online Education industries have the highest average CPC, with these industries... READ MORE
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
US Adults Spend More Time Accessing the Internet and Apps on Their Smartphones Than Watching Traditional TV The average amount of time American adults spent watching traditional TV was down by more than 7% year-over-year in Q3 2019.
TV is reaching fewer US adults than before, as more people are spending time with their smartphones and other connected devices. Recent data from Nielsen reveals that in Q3 2019, more US adults used an app or the web on a smartphone (85%) than watched... READ MORE
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 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 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 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 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? 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? 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 MOREFeel Like You're Always Playing Catchup?
Stay ahead of the curve with our free newsletter. It’s fast. It’s factual. And it’s clear
