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Alignment is Key to Agile Marketing Strategies
Getting the tools right is important too, but can be challenging.
How Do US Adults Think TV Shows Have Changed in the Past 15 Years?
More than half of adults agree that the emergence of streaming has made TV watching less of a communal activity.
The US Video Streaming Market May Have Reached “Peak Stacking”
Streaming video penetration was also relatively flat during Q1.
Are iOS App Users Consenting to Tracking?
Almost 1 out of every 2 instances of a user being shown the prompt results in that user consenting.
So How Many Millennials Are There in the US, Anyway? (Updated)
There are about 30 million 18-24-year-olds in the US, comprising just over 9% of the population.
1 in 12 Americans Moved Last Year. Are B2C Marketers Targeting Them?
Mover marketers are directing more of their efforts to digital than direct mail.
CTV Set for Increased Share of US Video Ad Spend, with Cookie Deprecation A Driver
CTV is expected to account for 18% share of total video ad spend (linear TV included) this year.
Have Attitudes to Physical Stores Changed?
1 in 5 American adults like shopping in-store less now than before the pandemic.
4 Points on the Use of Video in Business
2 in 3 marketers believe it would be important for the sales team to access video viewing data to qualify leads, engage prospects, or influence specific deals.
What’s the Impact of a Cookie-Less Future on MarTech Stacks?
3 in 4 Fortune 500 marketing leaders are introducing new use cases for AI.
How Are Execs Measuring UX?
91% are using some form of measurement to evaluate their UX efforts.
Americans Bullish on 3D Printing, VR; Not So Much on the Metaverse and NFTs
3D printing is the most promising technology, according to one metric, while the metaverse is one of the least promising.
E-Commerce Share of FMCG Market Grows Again
Asia accounts for almost half (45%) of all online FMCG sales.
Podcasts to Soon Account for One-Third of US Digital Audio Ad Spending
Last year was a bumper year for podcast ad spending.
US Digital Ad Spend Grew Faster Last Year Than At Any Point in the Previous 15 Years
For all but the largest 25 publishers, the actual amount of ad spend in play was a little over $28 billion.
Marketers Set Their Sights on Brand Awareness
Also, customer acquisition is a more important objective this year than customer retention.
Inflation is Leading More Than 8 in 10 Americans to Change Their Spending Habits
A slight majority say that increasing food prices are making it hard for them to afford the food they usually buy.
Netflix and YouTube Combine for Half of CTV Viewing Hours
Half of Netflix subscribers also subscribe to Hulu.
CMOs: Tenure Remains Low; Women Constitute Majority for the First Time
Some 51% of CMOs at 100 of the most-advertised US consumer brands last year were women.
Top Activity Online? Entertainment
People spend more time accessing Entertainment content online than any other category.
What Do Marketers Think Is Most Important in Influencing Campaign Performance?
Data quality is a key component, but something that marketers are struggling with.
B2B Marketers Showing Some Concern Over Cookie-Less Solutions’ Impact on Data Onboarding
3 in 10 are using a digital data onboarding provider to support targeting using their first-party data.
Interest in Sustainability in Fashion Shopping Rises
A majority of executives around the world question the sincerity of their organizations’ sustainability initiatives.
Q1 Saw A Slide in US Consumers’ Video Game Spending
Video game content sales dropped by 7% year-over-year.
Global Media Budgets and Perceived Effectiveness in 2022
Not surprisingly, marketers are most bullish about digital media budgets, and are also enthusiastic about their effectiveness.
What Types of Videos Are B2B Buyers Watching?
Almost 9 in 10 B2B buyers report having watched video in the last 3 months for the purpose of learning about a product or service.
Non-Profits Sent About 2 Fundraising Emails a Month to Their Subscribers Last Year
Non-profits enjoyed growth in their email lists last year, with an average increase of 7% over 2020.
It Sure Seems Pricing is Important to Video Streaming Subscribers
More US adults say that pricing options are important than original content when considering subscribing to a service.
B2B Marketing and Sales Leaders Focus on Pipeline Growth
One challenge: two-thirds admit that leads are assigned to the wrong owner either sometimes or more often.
These Are the Brands Consumers Feel the Strongest Connection With
Disney tops this latest list, while Amazon drops out of the top 10.
3 in 4 Want to See Female Empowerment in Ads
But… the types of categories where they see an impact from these ads are based in stereotypes.
Execs Recognize Importance of Digital CX but Struggle in Some Areas
Only 1 in 3 are very confident that they have a fully-detailed understanding and/or map of each customer’s digital journeys.
Music & Audio App Downloads Declined in the US Last Year
The number of Radio app downloads also declined in the US, bucking the global trend.
Mother’s Day Retail Spending Expected to Reach New High
Celebrants expect to spend almost $250 each on Mother’s Day this year.
Podcast Engagement Growing Among the Middle-Aged
More than 4 in 10 adults ages 35-54 reported listening to a podcast in the previous month.
Mobile Now Accounts for 36% Share of Digital Commerce in the US
Mobile commerce had its first $100B+ quarter in Q4 2021.
2 in 3 Shoppers Have Recently Abandoned An Online Cart. Why?
Unexpected shipping costs continue to be the main culprit.
Global App Spending Growth Hit the Brakes in Q1
Globally, app downloads on the App Store and Google Play only rose by 1.1%.
4 in 10 Teens Say They Don’t Have Cable, an Afterthought in Daily Video Time
30% of US teens’ daily video time is spent with Netflix, level with YouTube (30%) and way ahead of cable TV (6%).
Twitter Use Appears to Be on the Rise Among US Youth
Also, more 35-54-year-olds report using TikTok than Pinterest, LinkedIn, and Twitter.
How Are Marketers Putting Intent Data to Use?
Only 1 in 4 have intent data implemented and integrated into their overall strategy.
Out-of-Home Ad Spend Rebounds in 2021, Up 17% Y-O-Y
Digital out-of-home ad spend grew by almost 23% year-over-year.
Autonomous Vehicles Face Uphill Climb in the US
Half of US adults surveyed have an unfavorable view of autonomous vehicles based on what they’ve seen, read, or heard about them.
Popularity of Live Streamed Video Games Dips Slightly
Interestingly, fewer young people this year say they currently watch live streamed video games.
TikTok is Now Teens’ Favorite Social Media Platform
Instagram is the third-favorite, but the most widely used on a monthly basis.
Agile Marketers Report Better Ability to Manage Changing Priorities
3 in 4 Agile marketers believe it would be easier for them to work with other departments if they followed an Agile methodology.
Globally, Trust Remains Higher for Traditional than Digital-Only Banks
Many consumers express concerns over the safety and security of their money when using digital financial services.
Here Are Some Reasons Why Consumers Try New Brands
Just 1 in 5 consumers said they always look for specific brands when shopping online.
At What Age Do Kids Start Getting Smartphones?
There’s a big jump in ownership starting at age 12, and again at age 14.
3 Points About B2B Buyers’ Content Preferences
B2B buyers said they find research/survey reports to be their most valuable content type for researching purchases.
How Much Does Age Factor into Identity?
The most important factors in determining identity formation are life experience, health and fitness level, psychology, and religion/spirituality.
What Kinds of Advanced Personalization Techniques Are Retailers Engaging In?
Half of larger US retailers report having adopted buyer journey-based personalization.
Last Year’s Popular #ContentMarketing Tweets Also Included These Hashtags
The most common hashtags and topics speak to the relationship between content and SEO.
How Do Patients Decide Where to Get Care?
Forget ratings and reputation. Insurance coverage is top of mind for patients.
An Update on Teens’ Media Use
Media usage among US teens has grown faster since the start of the pandemic than in the 4 years prior.
B2B Buyers Say Research & Data Are Key Factors in Content Shareability, Memorability
B2B buyers want short content that uses research and data to support claims.
US Ad Viewability Rates Improve for Display, Decline for Video
It was a mixed bag for viewability in the US, but brand risk improved considerably.
Just How Big is Netflix’s Reach?
Netflix could have three-quarters of a billion viewers tuning in monthly by 2025.
8 in 10 Marketers Plan Changes to Their MarTech Stack This Year
Marketers plan to invest in customer data platforms and segmentation and targeting solutions.
What’s the Optimal Approach to Content-Led Advertising?
Advertisers think content-led campaigns are best for brand engagement, while agencies see the benefits of changing perceptions.
Journalists Reveal What Makes A Story Shareable
Infographics and exclusive data help move the needle.
Youth Enjoy Following Video Game Companies on Social Media
Tech companies are also popular, being the leading type among the 25-34 and 35-44 age brackets.
Retailers Worry About Rising Customer Acquisition Costs as Paid Social KPIs Decline
About 3 in 4 retailers surveyed said that their KPIs in paid social have declined after the latest changes in iOS 14/15.
Consumers’ Easter-Related Spending Expected to Dip
More people are planning an in-person celebration this year.
US Household Wealth Update: Baby Boomers Still Control Half; Gen X Share Rising
Millennials’ share of US household wealth, while small, has jumped recently.
In Which Areas Are Marketers Using Their Automation Tools?
1 in 3 are in the market for a new marketing automation tool in the coming year.
The B2B Exhibition Industry Improved Again in Q4 as 7 in 8 In-Person Events Went Ahead as Planned
Of the events that were canceled, 3 in 4 instead offered digital events.
Half of Millennials Have Tried A CBD Product
Millennials eye the mental health benefits of CBD use more than other adults.
Advertisers Rate Their Most Effective Media Types Across Upper- and Lower-Funnel Goals
Digital video is perceived to be a strong performer, particularly in the early stages of the funnel.
What Do People Want Brands to do About the War in Ukraine?
There is less need to voice support than to offer tangible assistance to humanitarian efforts, people say.
What’s Buzzy in the World of Market Research?
The insights community is still buzzing about storytelling and data visualization.
Gen Zers Are Most Likely to Recommend These CPG Brands
Doritos, Dove (Skincare), Hershey, M&M’s, and Reese’s were on the top 10 lists for Gen X, Gen Y, and Gen Z.
Global Box Office Revenues Rise in 2021, but Remain Well Below Pre-Pandemic Levels
Despite a rebound last year, global box office revenues are about half of what they were before the pandemic.
Youths’ Most Indispensable TV Sources Are All Streaming Services
For the first time, Netflix is on top among the older bracket too.
Analysis: Type of B2B Content Consumed May Signal Purchase Intent Timeline
Information-heavy content types are associated with a greater likelihood for an immediate buying decision.
CMOs and Brand Managers Have A Host of Concerns on Their Minds
But worries around ROI and ROMI remain paramount.
Forecast: Fewer Than Half of US Households to Have Traditional Pay-TV Next Year
By 2026, only slightly more than 4 in 10 US households are forecast to have a traditional pay-TV subscription.
Digital Coupon Prints Up in 2021 as Print Distributions Continue Declines
There remains a large gap in print distributions and digital prints/clips, though, with the former around 18 times larger than the latter.
What Content Marketing Topics Were People Searching for Last Year?
Content marketing strategy remains a sought-after topic, though it appears to have declined a little in importance.
These Brands Got the Most Love in Word-of-Mouth Conversations in 2021
2020’s top brands for online and offline word-of-mouth were both replaced in the latest rankings.
The Number of Paid Music Subscriptions in the US Grew by >10% Last Year
Physical product revenues made a comeback, with vinyl hitting a mark not seen in 35 years.
US Retail Sales Forecast to Grow by 6-8% This Year
Non-store and online sales are expected to grow by 11-13%.
Half of Social Media Users Claim Increased Likelihood to Click on an Ad if in a Good Mood
Half of social media users surveyed agree that they get overwhelmed by negative content online, including 54% of Millennials.
The Number of Esports Sponsorship Deals is Climbing Quickly
The number of publicly announced esports sponsorships deals reached 2,254 last year.
As Marketing’s Importance Rises, CMOs Plan Budget Expansion
Marketing spending reportedly grew by 10.3% over the prior year, the first time in the survey’s 10-year history that a double-digit growth rate has been achieved.
Consumers Say Their Favorite Brands Reward Them for Their Loyalty
There’s been a substantial increase in the share of consumers who would feel closer to a brand if it provided extra value to them to stay loyal.
People Are Watching Movies More Frequently Through Streaming Subscriptions Than Pay-TV
Almost half of US adults reported watching movies through online subscriptions either every day or several times a week.
OTC Healthcare Ad Spend to Keep Growing This Year and Next: Shift to Digital Continues
OTC brands are expected to allocate 49% of their ad budgets to digital by 2023.
Here Are the Most “Relevant” Brands in the US in 2022
Apple retains the top spot, yet again.
B2B Marketers Open to New Opportunities; Training Could Improve Retention
A majority of B2B marketing managers paying for training do so for employee retention and satisfaction.
B2B Marketers Plan Upgrades to Support Channel Partner Programs
Partner training/learning management solutions are popular, as are channel incentives and program management.
Brand Reputation Matters in Online Purchase Decisions
When researching a company before buying from it, US consumers are most likely to be found seeking information about product quality.
Apple’s Mail Privacy Protection (MPP) Impacting Email Efforts in a Variety of Ways
Some 39% say that MPP is already having a significant impact on their company, while another 50% believe it will within the next 1-12 months.
Spending on Mobile Subscription Apps Soared in 2021
Spending on the top 100 non-game subscription apps by revenue was almost 3 times higher on the App Store than on Google Play.
Here’s How CMOs Are Going About Improving Digital Marketing Performance
Investments in data analytics have soared over the past year.
Analysis Suggests More Channels Equals More Sales for B2B Companies
B2B customers report using 10 distinct channels to interact with suppliers over their decision journeys, up from 5 in 2016.
What Does it Mean for an Organization to be “Data Driven?”
A critical indicator of a data-driven organization is a high level of trust in the quality of data.
Linear TV Enjoys Slight Bounce Back in the US
44% of respondents last year said they saw themselves watching linear TV in 5 years, up from 34% the year prior.
How Many Social Media Users Engage with Sponsored Posts?
Messaging services are also emerging as channels for brand interaction.
How Can Marketers Gain Their Customers’ Data Privacy Trust?
95% of marketers do not believe that consumers carefully read privacy notices.