Marketing Charts - Charts, Data and Research for Marketers

CEOs Encouraged to Put Customers and Employees Above Shareholders The largest share of consumers and retail investors, alike, think CEOs should put employees' interests and wellbeing first.

CEOs are often thought to make decisions that will be beneficial to shareholders first and other stakeholders second. However, alongside the rise of stakeholder capitalism (exemplified by the Business Roundtable’s recent redefinition of the purpose of... READ MORE

App Retargeting Gains Traction, Accounts for the Majority of Shopping App Conversions Almost one-third of apps ran retargeting campaigns early this year.

More than one-third (35%) of app marketing conversions in early 2020 were the result of retargeting, and at least half of shopping apps have adopted retargeting. The increasing popularity of this tool among app marketers is explored in a recent report... READ MORE

How Do People Want Brands to Support the Racial Justice Movement? More than 4 in 10 have looked into the actions, policies and records on diversity and inclusion of the companies whose brands they buy.

Although struggles for racial justice and equality have been long-standing in the US, the current Black Lives Matter and associated demonstrations (the largest in the US’ history) have bolstered the national discussion about racial justice. What role,... READ MORE

TikTok Engagement Among Kids Surges During the Pandemic Data suggests that more kids ages 4-15 used TikTok during March and April than Instagram or Snapchat.

Compared with 2019, the average time spent per day by children (ages 4-15) in the US on social media apps almost doubled in 2020 across all major platforms. Of the apps studied in a recent report [pdf] from Qustodio, TikTok made standout gains in overtaking... READ MORE

The State of CRM Data Management Find out how high-performing companies are successfully leveraging CRM data quality and how you can do the same.

Validity and Demand Metric partnered to understand how data quality issues affect an organization’s ability to fully leverage its CRM system. While 86% of participants say their CRM system is important to achieving their objectives, half of the... READ MORE

Pop-Ups Frustrate More Consumers Than Any Other Online Annoyance In this survey, even spam email doesn't get as many complaints.

All brands want to create digital experiences that are functional and enjoyable for the consumer. However, this isn’t always fully achieved. In a recent study [slideshare] by Adobe, consumers shared the experiences that frustrate them most when engaging with... READ MORE

E-Commerce Share of CPG Category Sales Grows During COVID-19 More than one-third of Pet Care sales took place online in March and April.

Although CPG e-commerce’s share of total CPG sales has been growing in recent years, historically, e-commerce has only accounted for a small fraction of total CPG sales. That said, during the COVID-19 pandemic, certain CPG categories have seen significant... READ MORE

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

What Will the Evolution of Sales and Marketing Alignment Look Like in the Next Year? More than half of sales, marketing and operations executives predict their sales and marketing will merge into a RevOps team.

Much has been said about the benefits of aligning sales and marketing teams, as well as the many challenges that organizations can face when trying to achieve it. A new report [download page] from InsideView looks into what’s stopping companies from taking... READ MORE

Which Recommendation Types Do Consumers Find Most Compelling? Consumers say they're highly likely to engage with personalized recommendations.

Marketers are well aware of the many benefits to be found in the personalization of digital experiences, but consumers don’t necessarily share the same enthusiasm for personalization. A recent report [slideshare] from Adobe finds that consumers are... READ MORE

Half of Marketers and Advertisers Think All Future Live Events Will Have a Virtual Dimension Executives see a range of virtual event types on the horizon, but miss simple human contact.

The future of in-person business has become uncertain since the outbreak of COVID-19 and the necessity of social distancing. In light of this, a recent report [download page] from The 614 Group outlines what marketers and advertisers think an alternative... READ MORE

4 in 10 US Adults Watch Video on A Connected TV Device Every Day Smart TVs and standalone streaming devices are equally popular in today's TV household.

The number of TV households in the US with an internet-connected TV (CTV) device continues to rise, as other research has likewise found. A full 80% of US TV households now have at least one CTV device, up from 74% in both 2018 and 2019, per data from... READ MORE

Shoppers Most Often Find Out About Brand-Supported Causes Through Advertising Shoppers also find out about brand-supported cause through packaging.

The majority of US adult consumers are more likely to give their trust and loyalty to brands they see as being purpose-driven. But where do consumers learn about brand-supported causes? The latest The Checkout [download page] from The Integer Group shows... READ MORE

CMOs Dish on Their Customers’ Behaviors During COVID-19 CMOs are noticing that customers have an increased openness to new digital offerings introduced during the pandemic.

There has been ample evidence that customer behavior has changed due to the COVID-19 pandemic. But what changes are CMOs seeing and when do they anticipate these behaviors to return to what they once were, if at all? A special edition of The CMO Survey [pdf]... READ MORE

9 in 10 Marketers See Outcome Improvements From Personalization Some respondents claim outsized gains: around 4 in 10 report at least $6 in return per dollar spent.

Just 6 in 10 organizations feel that they have extensive personalization capabilities when it comes to digital experiences, despite the fact that 83% believe personalization differentiates them from their competitors. Findings from a report [slideshare] from... READ MORE

2020 State of Demand Gen Report: Take Part to Get Your Free Report How are you performing with demand gen in 2020?

Take part in Activate’s annual State of Demand Gen Report and you’ll get a complimentary, advance copy of the resulting report, packed with valuable benchmarking data. This year, Activate has partnered with MarketingCharts to explore how today’s demand... READ MORE

Exhibition Industry Sees Worse Performance in Q1 2020 Than During the 2008 Financial Crisis The CEIR Total Index dropped by 15.1% year-over-year in Q1 2020.

During the first quarter of 2020 and in the wake of the COVID-19 outbreak, some three-quarters (72.6%) of events originally scheduled for late March were cancelled. New data from the Centre for Exhibition Industry Research (CEIR) illustrates just how... READ MORE

Digital Commerce Decision-Makers Had Plenty of Investment Plans Pre-COVID Prior to COVID-19, the Internet of Things (IoT) was the top investment priority for decision-makers. But things have changed.

Digital has taken on an entirely new significance since the outbreak of COVID-19. Whatever stage companies were previously at in terms of enhancing their experiences, the pandemic has forced digital to the front and center of every organization’s strategy. A... READ MORE

Here’s How COVID-19 Is Expected to Impact Global Ad Spending This Year Adjusted estimates show global ad investment shrinking by 8.1% in 2020.

Prior to the global outbreak of COVID-19, the total global investment in advertising for 2020 was forecast to grow by 7.1% year-over-year (y-o-y). But 6 months into the year and with the pandemic changing everything from customer behavior to marketing and... READ MORE

What Support Do B2B Marketers Offer Sales? When it comes to content, marketers most often provide sales with case studies and product/service collateral.

Data from last year shows that B2B marketers believe that while content is beneficial for top-of-the-funnel activities such as creating awareness and generating leads, it can also help to generate sales. But what types of content are marketers passing on to... READ MORE

What Makes For a Relevant Ad? More than any other factor, ads need to be of interest to consumers.

Some 8 in 10 (81%) consumers agree that they want to see ads that are relevant to them, but just 54% claim to see such relevant ads, per a new report [download page] from DISQO. While sentiment toward relevant ads is highly positive among respondents... READ MORE

Mobile Banking Usage Is Up Globally, But Privacy Concerns Remain Just 1 in 8 global smartphone users trust their mobile operator with their data.

Alongside an overall increase in smartphone users’ digital activity, some 48% of mobile users accessed mobile banking in 2019, representing a significant increase year-over-year (y-o-y). Despite this rise in activity, identified by a recent global... READ MORE

More US Consumers Are Shopping for Essential Goods While Keeping Contact to a Minimum More than one-third increased their use of curbside pickup last month.

In May this year, 44% of US adults picked up takeout from a restaurant more often than they did during the previous month, according to new data from Gallup. In the wake of the outbreak of COVID-19, the survey finds an increase in various kinds of... READ MORE

Father’s Day Spending Expected to Rise This Year Father's Day spending is expected to hit a new high of $17 billion this year.

Consumers’ retail spending for Father’s Day is expected to increase by about $1 billion this year, climbing from $16 billion last year to an estimated $17 billion. This is per a new forecast from the NRF, which shows spending on this special day... READ MORE

Which Marketing Responsibilities Will Be More Important in 5 Years’ Time? Sustainability is expected to become more important for marketers over the next 5 years.

Nine in 10 (92%) marketers believe that marketing is vital to the success of their business. Not only that, but a large majority (82%) also feel that the role of marketing is valued in their business, per a new survey [download page] of close to 700 leading... READ MORE

Communication Professionals Feel the Challenge of Proving ROI Other challenges include a lack of executive team understanding and buy-in - and budgets have also likely been affected by the COVID-19 pandemic.

A full 70% of communications professionals believe that the function of media relations is becoming more difficult. But what’s making the role of public relations and communications a challenging one? Per a report [slideshare] from Ned’s Job of... READ MORE

Data Analytics and Digital Marketing Aren’t the Only Skills Valued for Today’s Marketer Market understanding remains an important skill, as is entrepreneurialism.

As marketing continues to shift more toward digital and the use of data to make key decisions, the desired skills of today’s marketers have also shifted. Nonetheless, there are some skills that remain essential to marketers despite technological... READ MORE

Time Spent With Mobile Messaging Apps Is on the Rise This year, US adults are expected to spend about 24 minutes a day with mobile messaging apps.

US adults are spending more time with messaging apps on their mobile devices than ever before, and it doesn’t look like they will be slowing down any time soon. This is per new data from Insider Intelligence (formerly Business Insider Intelligence and... READ MORE

6 Points About US Digital Ad Revenues in 2019 Overall, internet advertising revenues grew by 15.9% year-over-year in 2019.

Internet advertising revenues in the US grew by 15.9% year-over-year (y-o-y) in 2019 to reach a total of $124.6 billion. Although that pace was a little down from the 22% y-o-y growth seen in 2018, it’s an indicator that appetite for digital advertising... READ MORE

What’s in B2B Marketers’ Strategic Plans This Year? At least 3 in 4 B2B marketers intend to use content marketing, digital ads and email as part of their strategies in 2020.

B2B marketers expect to rely on some tried-and-true channels in the year ahead as part of their marketing strategy. Based on a survey of more than 100 B2B marketing professionals, a new report [download page] from ON24, Market2Marketers and Heinz Marketing... READ MORE

These Are the Top Goals and Challenges Involved in Programmatic Ad-Buying Audience targeting tops the list of challenges faced by marketers using programmatic advertising.

Digital ad-buying through programmatic technologies is an increasingly common tool among marketers – and according to a new report [download page] from Ascend2, three-quarters (76%) of marketing professionals use programmatic advertising to some extent. Here... READ MORE

Social Media Marketers Concentrate Their Paid Ad Efforts on Facebook and Instagram 1 in 5 want to learn more about TikTok ads.

Last year, social media advertising overtook print to become the third-largest advertising channel across the globe, behind TV and paid search advertising. And, although social media users aren’t quite as keen on Facebook as they used to be, a full 70% of... READ MORE

4 in 10 People Say They See Too Much Branded Influencer Content on Social Media Notably, 1 in 3 say they like branded influencer content less than ads.

Influencer marketing and branded social media posts containing branded content are fast catching up to the traditional ad – but how do consumers feel about this development? According to new data from Kantar, one-third of consumers like branded content less... READ MORE

Most Americans Aren’t Bothered by Brands Appearing Next to Cannabis Content However, tolerance for seeing ads near cannabis content does vary based on state legality.

Alongside the growth in popularity of cannabis consumption in the US, nearly half (45%) of consumers agree that online content referencing cannabis is a suitable space for ads, per a recent report [download page] from Integral Ad Science (IAS). Though this... READ MORE

B2B Buyers Value These Traits in Salespeople Buyers value active listening most, although sales managers focus on other skills when hiring teams.

The top traits that B2B buyers value in salespeople do not always align with what sales managers look for when hiring, with 42% of buyers valuing active listening but just 26% of sales managers valuing this trait. So finds a recent report [download page]... READ MORE

Why Do People Follow Brands On Social Media? People find brands on social media in a variety of ways - and then cite a range of reasons for following brands.

Consumers lean on a number of factors when they are looking for new accounts to follow or like on social media. A new report [download page] from Sprout Social shows that many are influenced by suggestions in their feed or by the use of discovery tools... READ MORE

Most Media and Healthcare Searches on Google Late Last Year Produced No Clicks Of the four markets analyzed, healthcare has the largest share of no-click searches.

More than two-thirds (68%) of all health-related searches on Google produce no clicks, with Travel-related searches being the most likely to produce organic clicks (47%), per new analysis of click types across 4 verticals provided by Searchmetrics. In 3 out... READ MORE

Some Consumers Say Their Social Ad Engagement Grew During Stay-at-Home Guidelines More than one-third of US consumers claim to be more open to engaging with social media ads since COVID-19.

Some 38% of US consumers are more open to engaging with ads on social media since the COVID-19 pandemic, but consumer sentiment has shifted since March, according to a report [download page] from Smartly.io. In what has been a changing landscape for most... READ MORE

Social Media Marketers Up Their Use of Instagram Video; Few Plan to Use TikTok For Now Social media marketers expect to increase their use of Instagram Stories, but there doesn't seem to be much appetite for TikTok video marketing for now.

Last year, consumers spent an average of 84 minutes per day watching videos online. And, with time spent consuming online video expected to increase in the next two years, not to mention the reported increase in video consumption during the current COVID-19... READ MORE

9 in 10 CX Professionals Say a Journey-Based Strategy is Key to Overall Success High-performing CX professionals are more likely that those under-performing to engage customers at the right time on their preferred channels.

Eight in 10 CX, analytics, customer care, and marketing professionals surveyed for a new report from Pointillist say that a journey-based strategy is very (39%) or extremely (40%) important to their organization’s overall success. Respondents, more than 95%... READ MORE

Marketers and Salespeople Confident in ABM As the Right Strategy, but Struggle to Execute Programs at Scale One-fifth are not at all confident in their ability to execute ABM at scale.

Although account-based marketing (ABM) is one of the strategies B2B marketers are most interested in exploring this year, many marketers lack confidence in their ability to perform ABM at scale. In a new report from Campaign Stars, Folloze and Terminus in... READ MORE

What Sort of Threat is Amazon to B2B Organizations? Only 1 in 4 B2B decision-makers surveyed view Amazon as a threat to their business.

As the undisputed leader in global e-commerce, Amazon’s reach poses a threat to the growth of other online B2C retailers. But, does Amazon pose the same kind of threat to B2B businesses? Here’s what a recent report [download page] from Episerver reveals.... READ MORE

Half of US Consumers Are Spending Less Money – The Highest Rate in a Decade More than one-quarter of US adults are spending less - and believe this will be their new normal.

It’s clear that the COVID-19 pandemic has not only had a significant impact on marketing and advertising but also on consumer spending behavior. New data released by Gallup shows that half (51%) of the American consumers surveyed in April say that in... READ MORE

Asian-Americans’ Digital Device Adoption Remains Above Average Almost two-thirds of Asian-American TV households own an enabled smart TV.

Asian-Americans continue to be ahead of the curve when it comes to digital adoption. Per new data from Nielsen, 9 in 10 Asian-American TV households own an internet-connected TV device of some kind, compared to 76% of all US TV households. Almost across the... READ MORE

Friends and Family Still the Most Trusted Sources of Brand Information Relatively few trust advertising, and intrusive targeted ads are at risk of further alienating consumers.

Advertising is the least trusted source of information about brands and services among consumers, according to a recent report from Kantar Media. As advertising becomes increasingly targeted based on online activity, consumers are at risk of being put off by... READ MORE

1 in 4 Marketers Say They Always Use Data As Part of Their Decision-Making Process The customer journey is top of mind for marketers using data in their decision-making.

Data factors into the strategic decisions made by a majority of today’s marketers. A new survey [download page] from Ascend2 found that one-quarter of marketers are using marketing data as part of every strategic decision, while another 44% report that data... READ MORE

Get to Know Interactive Email Epsilon's Email Trends Guide has everything you need to know about interactive email.

[Sponsored by Epsilon] It’s more important than ever to reach your customers with timely, relevant content – especially in the coming months. Pioneering email marketers are using interactive methods such as kinetic techniques, agile content and... READ MORE

This Is How Priorities Have Changed for Healthcare Marketing Teams Since COVID-19 Healthcare marketers have cut spending on content marketing and are working to make their organizations more discoverable.

Healthcare marketing departments have cut media spend and paid advertising by 38.5% due to COVID-19, with many top initiatives becoming a lower priority. So reveals Binary Fountain in a new study [download page] exploring what healthcare marketing looks like... READ MORE

These Were the 10 Most “Talkworthy” Marketing Campaigns in 2019 Much of the conversation offline about AARP last year referenced its marketing and advertising campaigns.

AARP and Playstation made waves with their marketing campaigns last year in terms of conversation offline and online, respectively, it seems. New data from Engagement Labs shines a light on the brands whose marketing campaigns accounted for the highest share... READ MORE

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