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Are Current Marketing Technologies Supporting the Optimal Use of Audience Data?

Are Current Marketing Technologies Supporting the Optimal Use of Audience Data?Marketers are relying more on third-party support, and supply chain partners seem to be stepping up to the task.February 19, 2018

Marketing technology users are “split down the middle” about the value they’re deriving from their solutions regarding optimal use of audience data. That’s according to an IAB and Winterberry Group survey [pdf] of 113 advertisers,... READ MORE
Which Website Features Do Apparel Shoppers Value?

Which Website Features Do Apparel Shoppers Value?Amazon is a preferred destination for online apparel shopping.

US online apparel shoppers are more likely to buy clothing frequently on Amazon (52%) than on a retailer website (47%), reports CPC Strategy [download page] in a survey of 1,502 online apparel buyers conducted by Survata. Amazon’s somewhat surprising... READ MORE
5 Findings About E-Commerce Subscription Service Customers

5 Findings About E-Commerce Subscription Service CustomersSome 15% of online shoppers have subscribed to a service in the past year. What's their churn rate?February 16, 2018

Subscription services have been making headway in the FMCG space of late, accounting for 20% of all e-commerce orders in that category. But how many online shoppers subscribe to broader e-commerce subscription services – and why? A McKinsey survey... READ MORE
How Long Should You Wait to Declare An A/B Test Winner? Depends On Your Goal.

How Long Should You Wait to Declare An A/B Test Winner? Depends On Your Goal.You'll have to be much more patient if you're optimizing for revenue than for opens or clicks.

A/B testing is the most common conversion rate optimization (CRO) method, and is also considered the most valuable. But when testing email campaigns, how long should you wait before deciding a winner? It depends if you’re optimizing for opens, clicks,... READ MORE
How Many People Own Video Game Consoles?

How Many People Own Video Game Consoles?18-34-year-old male console owners spend more than one hour a day playing video games, equivalent to more than one-quarter of their TV screen time.February 15, 2018

Video game hardware sales grew by 19% last year to reach $6.9 billion, per a recent report from the Entertainment Software Association. So how many Americans actually own video game consoles? Nielsen provides some answers. All told, Nielsen reveals that... READ MORE
Radio Stations’ Digital Ad Revenues Continue to Climb

Radio Stations’ Digital Ad Revenues Continue to ClimbDigital now represents 7.5% of the average local radio station's total ad revenues.

Radio stations’ digital advertising revenues grew by 13.4% last year to hit $700 million, reports the Radio Advertising Bureau (RAB) as part of a study released in conjunction with Borrell Associates Inc. That continues a strong run of digital ad... READ MORE
Super Bowl 2018 Data [Updated]

Super Bowl 2018 Data [Updated]A look at Super Bowl advertising statistics, response, and effectiveness.February 14, 2018

It was a fun and exciting Super Bowl. The game, that is… But how about the ads? Which brands fared best in the post-game analyses that continue to roll in? Here’s a look at some of the winners and losers, mostly from research examining the... READ MORE
Which Demand Gen Channels and Tactics Are Working for B2B Marketers?

Which Demand Gen Channels and Tactics Are Working for B2B Marketers?Case studies are effective in moving prospects through the funnel.

B2B marketers have greater demand gen budgets at their disposal this year, but are also expected to contribute to rising revenue expectations. With the focus shifting to lead quality and conversions, survey results from a Demand Gen Report study [pdf]... READ MORE
One-Third of US Organizations’ Customer & Prospect Data Believed Inaccurate

One-Third of US Organizations’ Customer & Prospect Data Believed InaccurateThis has vast implications given the various benefits attributed to the sophisticated use of data.February 13, 2018

The state of data quality is not trending in the right direction. A report from Experian Data Quality (EDQ) [download page] reveals that US organizations believe that one-third of their customer and prospect data is inaccurate in some way, up 5% points... READ MORE
Is AI-Driven Shopping Curation Even A Good Thing? Consumers Weigh In.

Is AI-Driven Shopping Curation Even A Good Thing? Consumers Weigh In.Some worry that AI curation would limit their options. And most aren't ready to delegate shopping responsibility anytime soon.February 12, 2018

Would the use of artificial intelligence (AI) in shopping expand or limit one’s options? And which of those would be a good thing? Tech users’ perceptions were put to the test in new survey results [download page] from The Integer Group. The... READ MORE
Marketers Chase Strategic Decision-Making Benefits of Data & Technology

Marketers Chase Strategic Decision-Making Benefits of Data & TechnologyThere's room for improvement in data integration across marketing technologies.

When it comes to marketing data and technology strategy priorities, getting a handle of the latest tools such as predictive analytics and artificial intelligence is of limited importance, despite their potential benefits. Instead, the main priority for data... READ MORE
US Retail Sales Forecast to Grow by 3.8-4.4% This Year

US Retail Sales Forecast to Grow by 3.8-4.4% This YearThis year's forecast is a little more bullish than last year's.

Retail industry sales (excluding automobiles, gas stations, and restaurants) in the US will increase by somewhere between 3.8% and 4.4% this year, forecasts the NRF, which also expects an increase of 10-12% in online and non-store sales as part of its... READ MORE
Data-Driven Marketing Spending Surges As Practitioners Target CX Improvements

Data-Driven Marketing Spending Surges As Practitioners Target CX ImprovementsThe DMA's spending index reached its highest point in more than 5 years of research.February 9, 2018

More than three-quarters of data-driven marketers agree that the practice of data-driven marketing (DDM) is well positioned to grow in the future – and their spending patterns certainly appear to reflect that belief. A new report from the DMA and... READ MORE
Most Online Boomers Consider Themselves At Least Moderately Digital-Savvy

Most Online Boomers Consider Themselves At Least Moderately Digital-SavvyBut they're still far less confident in their digital-savvy than Millennials and Gen Xers.

The digital world has long been considered the domain of younger generations – and to some extent survey results from Adobe support that perception. Yet most connected Americans ages 50 and older believe they’ve got at least a moderate handle on... READ MORE
Winter Olympics TV Ad Spending Has Been on the Rise, Could Top $1B

Winter Olympics TV Ad Spending Has Been on the Rise, Could Top $1BNBC plans to air 625 hours of linear TV coverage, up by 16% from 2014.February 8, 2018

If recent trends hold, the Winter Olympics starting today in PyeongChang (the Opening Ceremony is tomorrow) will set new highs in linear TV coverage hours and ad spend. Recent data from Kantar Media shows that TV coverage and ad spending have been rising... READ MORE
Americans Aren’t Convinced About A Future Cashless Society

Americans Aren’t Convinced About A Future Cashless SocietyThat's despite few using cash every day.

Just 1 in 5 American adults say they use cash every day, a rate lower than found in other countries including the UK (26%), China (34%) and Indonesia (80%), finds YouGov in a recent report. And while Americans also are less likely than adults in some other... READ MORE
3 in 4 People Feel They’re Seeing More Ads Now. How to Break Through the Clutter?

3 in 4 People Feel They’re Seeing More Ads Now. How to Break Through the Clutter?Most complain of ads being more intrusive now, perhaps leading to a greater receptiveness for traditional media. February 7, 2018

People around the world seem to be developing more negative than positive reactions to the evolution of advertising over the past few years, according to a review of results from Kantar Millward Brown’s latest AdReaction study. There’s a sense... READ MORE
B2B Demand Gen Budgets to Climb This Year; Focus Remains on Lead Quality

B2B Demand Gen Budgets to Climb This Year; Focus Remains on Lead QualityB2B marketers are being measured primarily on MQLs/SALs and pipeline influenced.

B2B marketers are working under strong revenue growth expectations, but should have greater budgets at their disposal this year than last, per results from a new Demand Gen Report study [pdf]. In fact, 7 in 10 B2B marketers surveyed expect their demand... READ MORE
Companies Are Still Struggling to Derive Strategic Insights From Data

Companies Are Still Struggling to Derive Strategic Insights From DataCompanies are able to access more useful data, but aren't yet improving on their ability to translate that to strategic insights.February 6, 2018

Some 59% of executives around the world report that analytics creates a competitive advantage at their organization, according to a report [download page] from MIT Sloan Management Review. That level of enthusiasm is largely consistent with recent years,... READ MORE
US Ad Spending Trends in 2017

US Ad Spending Trends in 2017Ad spending trends, by medium, according to a review of direct agency billings.February 5, 2018

Agency spending last year held true to some familiar patterns, but diverged from 2016 in others, according to recent data released by Standard Media Index (SMI). The report indicates that digital again led growth rates, but that its growth is slowing. A... READ MORE
Smartphones Reportedly Account For Half of Paid Search Clicks

Smartphones Reportedly Account For Half of Paid Search ClicksSmartphones account for more than twice the share of paid search clicks on Google as on Yahoo.

Smartphones have grown to represent half of all paid search clicks during Q4 2017, according to Merkle’s latest quarterly Digital Marketing Report [download page], covering client activity. While smartphones passed that mark on Google a year earlier,... READ MORE
Only Half of Americans Trust Business, But Voices of Authority Re-Establish Credibility

Only Half of Americans Trust Business, But Voices of Authority Re-Establish CredibilityTrust in the media is stagnant, but trust in journalists is up. Trust in business is flat, but CEO credibility is up. What's going on?February 2, 2018

Only 48% of the general public in the US trusts business as an institution, according to the latest annual Edelman Trust Barometer [pdf], but that’s actually not a terrible result in light of distrust in other institutions. In fact, just 42% trust the... READ MORE
Global Sponsorship Spending Set For Faster Rise This Year Than Last

Global Sponsorship Spending Set For Faster Rise This Year Than LastSpending on sponsorships is rising faster than spending on advertising and on marketing/promotions.February 1, 2018

Sponsorship spending worldwide is expected to grow by 4.9% this year to $65.8 billion, according to the 33rd annual industry review and forecast from ESP. That 4.9% growth rate would mark an uptick from last year’s 4.3% increase, which was dragged down... READ MORE
The Most Mobile-Heavy Digital Ad Platform May Not Be Social Media

The Most Mobile-Heavy Digital Ad Platform May Not Be Social MediaDigital audio ad spending may be small, but it's growing and heavily skewed to mobile devices.

Social media ad spending is well-known to skew heavily towards mobile devices, perhaps best evidenced by its 89% share of Facebook ad spending [pdf] in Q4 2017. But as a new quarterly report [download page] from Merkle indicates, mobile’s share of ad... READ MORE
Nonconscious Measurement Is A Mainstream Research Activity

Nonconscious Measurement Is A Mainstream Research ActivityResearch buyers are also showing a strong interest in social media and big data analytics.January 31, 2018

Online quantitative surveys continue to be the bread-and-butter of the research industry, according to the latest Greenbook Industry Trends (GRIT) report. And while some emerging methods – such as online communities and mobile-first surveys –... READ MORE
B2B Advertisers Ahead of B2C In Use of Digital Ad Effectiveness Tools

B2B Advertisers Ahead of B2C In Use of Digital Ad Effectiveness ToolsThat's particularly the case with CRM dashboards and marketing automation platforms.January 30, 2018

When it comes to measuring digital advertising effectiveness, B2B advertisers display a greater likelihood to rely on various technologies than their B2C counterparts, according to a study from Salesforce [download page]. That’s particularly the case... READ MORE
Advanced TV Ad Spending Growth Poised for Growth

Advanced TV Ad Spending Growth Poised for GrowthLinear TV enthusiasm is more muted, but it remains a core strategy.

While the vast majority of advertisers believe they’ll maintain their TV ad spending budget levels this year, more see increases than decreases on the horizon for advanced TV options, per results from a Videology report [pdf]. In particular, almost... READ MORE
Top 20 B2B Marketing Charts of 2017

Top 20 B2B Marketing Charts of 2017Our most popular - and insightful - B2B charts of the year.January 29, 2018

From lead generation and management to content marketing and buyer-vendor relationships, our collection of 2017’s top B2B marketing charts reveals some of the most important trends and valuable insights in B2B marketing, while also showcasing some of... READ MORE
Shoppers Say They Typically Look For Specific Items Rather Than Browse

Shoppers Say They Typically Look For Specific Items Rather Than BrowseMost shoppers say they're interested in finding what they want quickly and easily.

Whether online or in-stores, consumers typically are searching for specific items rather than just browsing, finds the NRF in a newly-released survey results. However, there do seem to be some differences by channel. For example, when shopping in-store,... READ MORE
US Video Game Industry Revenues Grew by 18% in 2017

US Video Game Industry Revenues Grew by 18% in 2017Both hardware and software revenues grew, with more than 6 in 10 Americans playing video games.

Total consumer spending in the video game industry reached $36 billion last year, representing an 18% rise over 2016’s $30.4 billion, per recent data released by the Entertainment Software Association (ESA) and The NPD Group. The report shows that... READ MORE
Marketers Turn to Social Media As Top SEO Priority

Marketers Turn to Social Media As Top SEO PriorityAlso, a look at the domains that gained and lost the most visibility on Google last year.

Social media tops other priorities when it comes to SEO services in 2018, reports Clutch in a survey conducted among 303 marketing decision-makers and commissioned by Ignite Visibility. One-fifth of respondents named social media marketing their top SEO... READ MORE
4 Studies, 4 Key Findings About Smart Speakers

4 Studies, 4 Key Findings About Smart SpeakersA survey of surveys about Smart Speakers reveals some key themes.January 26, 2018

Let’s not call it the year of voice, even if it proves to be… Nonetheless there has been a rash of new research released surrounding voice assistants – and Smart Speakers in particular. Here are 4 insights derived from a review of 4 studies... READ MORE
Holiday 2017 Data Hub (Updated): Results Recap

Holiday 2017 Data Hub (Updated): Results RecapLooking at the 2017 holiday season, in numbers.

By all accounts it was a strong holiday season. Retail sales over November and December grew by 5.5% to $691.1 billion last year, above the forecasted growth rate of 3.6-4%, reports the NRF, which also noted that this was the largest annual increase since... READ MORE
Looking to Re-Engage E-Commerce Site Visitors? Focus on These Segments

Looking to Re-Engage E-Commerce Site Visitors? Focus on These SegmentsDon't just target the biggest segment (those who bounced), says Monetate.January 25, 2018

The biggest factor behind the likelihood of a shopper returning to an e-commerce site and making a purchase is previous history with the brand, according to a new study [download page] from Monetate. But simply targeting re-engagement budgets at the largest... READ MORE
Live Video Events Touted for Audience Engagement

Live Video Events Touted for Audience EngagementBrand and retail executives are employing live video across a number of internal and external use cases.

Brand and retail executives perceive several benefits to be gained from producing live video events, but the main one is to achieve deeper interactions with audiences. More than three-quarters (78%) of participants surveyed by Brandlive and IBM Cloud Video... READ MORE
4 Insights Into How We Choose to Spend Our Entertainment Time

4 Insights Into How We Choose to Spend Our Entertainment TimeYes, there are age differences. Interestingly, the leading SVOD services have complementary roles to play.January 24, 2018

Hub Entertainment Research has released a new report entitled “Battle for Share of Mind” – and it contains some interesting data about how people are dividing up their entertainment time, particularly as it relates to video time. Here are 4... READ MORE
Mobile App Session Growth Seems to be Plateauing; Downloads Still On the Rise

Mobile App Session Growth Seems to be Plateauing; Downloads Still On the RiseGlobally, the number of app sessions grew by 6% year-over-year. Some categories fared better than others.January 23, 2018

After years of impressive increases, the number of mobile application sessions on a global basis may be reaching a plateau, according to data from Flurry, which tracks more than 1 million apps across 2.6 billion devices. The number of global mobile app... READ MORE
Global Tech Spending Forecasts for 2018: Software’s A Strong Category

Global Tech Spending Forecasts for 2018: Software’s A Strong CategoryGlobal IT spending on enterprise software is predicted to climb by 9.5% this year.

Expect growth in the global technology market (excluding consumer tech) to be in the range of 4-5% this year, according to forecasts issued by Forrester and Gartner. For its part, Forrester expects that business and government spending on technology goods,... READ MORE
Top 25 B2C Marketing Charts of 2017

Top 25 B2C Marketing Charts of 2017Our most popular B2C-related charts of 2017.January 22, 2018

From media and advertising trends to budgets, demographic data and the customer experience, our collection of 2017’s top B2C marketing charts (B2B has its own deck – stay tuned) showcases some macro trends running through the industry while also paying... READ MORE
Where and How to Market to IT Buyers

Where and How to Market to IT BuyersIT buyers are fielding dozens of pitches a week. What can help you break through the clutter?

IT buyers say they’re contacted by marketers and sales reps more than 20 times per week on average, new research from Spiceworks has found. With that in mind, it’s important to find out where this hard-to-reach group goes for information and what... READ MORE
What Types of Data Sources Are Programmatic Advertisers Putting to Use?

What Types of Data Sources Are Programmatic Advertisers Putting to Use?Some marketers are bringing programmatic buying in-house for more control.

Programmatic advertisers are leaning on a variety of data types, but see the need for better insights and reporting deliverables from those sources, a study from Centro [download page] has found. Based on an Advertiser Perceptions survey of 153 professionals... READ MORE
More People Under 45 Watch Streaming/Downloaded Video Weekly Than Traditional TV

More People Under 45 Watch Streaming/Downloaded Video Weekly Than Traditional TVBeyond age groups, Black and Hispanic adults also display considerable differences in their viewing preferences.January 19, 2018

Watching digital – downloaded or streaming – video is now a more popular weekly activity for people under the ages of 45 than watching traditional TV, according to MarketingCharts’ 4th Annual US Media Audience Demographics report. The... READ MORE

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