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Slow Crawl Towards CMO Leadership Diversity Continues
Women and racial/ethnic groups are more likely to occupy lower-level roles.
How Are Marketers Adapting Their Strategies to Confront Consumers’ Inflation Concerns?
There seems to be room to implement more granular marketing strategies related to inflation.
Cost is a Critical Factor in the Video Streaming Market
Cost is the single most important reason why people drop services – and it’s also the one that most take into account when subscribing.
Who’s Feeling the Pinch from High Inflation?
Younger adults are less likely than average to say they’ve been impacted a lot by high inflation.
Of All Their Worries, CMOs and Brand Managers Are Most Concerned with ROI
Virtually all say that ROI/ROMI is something that keeps them up at night.
4 in 10 Adults Say They’re Likely to Buy a Product Recommended to Them Online
Meanwhile, difficulties with the e-commerce experience can lead shoppers to abandon sites in favor of others.
Half of Consumers Say They’ve Seen Benefits from Sharing Data with Brands
Two-thirds of consumers agree that they expect more from brands they have shared their accurate personal data with.
US Video Game Spending Dropped Again in Q3
Q3 video game spending was down by 5% year-over-year, which was a better result than Q2 and Q1.
2 in 3 Marketers Around the World Say They Have A Fully Defined AI Strategy
There’s been an increase this year in the percentage of marketers using AI to bridge online and offline experiences.
Economic Conditions Raise the Heat on Marketers
Almost 8 in 10 have changed their marketing strategies and upcoming campaigns due to rising prices and cost-of-living increases.
More Consumers Expect CEOs to Take A Stand on Issues. Which Ones are Most Important?
People want CEOs to take care of their employees and prioritize them over shareholders.
Employee Advocacy: Most Will Share Company Posts if Encouraged
Educational content and employee updates are considered the most engaging and shareable forms of employee advocacy.
Marketers Continue to Up the Number of Data Sources They Use
Among the customer data sources used, transactional data and known digital identities are most commonplace.
Here Are the World’s 10 Most Valuable Brands in 2022
Microsoft had the fastest growth rate of the top 100 and moved past Amazon for the second spot.
World Cup 2022: A Few Stats to Know
Almost half of sports fans in the US are interested in watching the event. That pales in comparison with some other countries.
Here Are Some Reasons Why Marketers’ Data Projects Stall
There are issues that arise in each stage of the typical data science workflow.
The Typical Household Has Added Another Video Streaming Subscription over the Past Year
The average US household subscribed to more than 5 video streaming services during Q3.
The Public Continues to Lack Trust in Mass Media
More people now have no trust in the mass media than a great deal or fair amount of trust. That’s a first.
B2C Marketers Show Appetite for AI-Driven Predictive Capabilities
The most common AI-powered predictive capability that marketers want to access is predicting churn and retention on a customer level.
Do People Still Read Print Media?
Close to one-third read print newspapers on a weekly basis.
Which Types of Media Ads to People Enjoy – and Hate?
People have mixed feelings about ads in audio streaming platforms.
Live Sports May Not Be That Critical in Preventing Pay-TV Churn, After All
Only 8% would definitely cut the cord if their favorite live TV sport moved exclusively to streaming.
One Way to Set B2B Content Apart from the Rest? Actively Promote It.
High quality and unique stories are the primary ways to differentiate B2B content.
1 in 6 People Feel That Once They Share Their Data Online It No Longer Belongs to Them
People are most concerned about the privacy and security of their data when allowing apps or websites access to their location data.
Successful Marketers Display Agility with their Budgets
Almost two-thirds (64%) of so-called “leading marketers” report that their marketing organization is “extremely budget agile.”
More B2B Marketers Are Achieving Their Demand Gen Goals via Content
The most successful B2B content marketers are doing much better than others in building audiences, nurturing leads, and generating revenue.
3 in 10 People Worldwide Use Their Smartphone for Wellness Activities
Exercise is the top activity that people monitor using technology.
How Are Prospective Students Making College Program Decisions?
US educational attainment rates have risen over the past decade: the Census Bureau reports that the percentage of people ages 25 and older who have completed a bachelor's degree or higher has climbed from 30.4% in 2011 to 37.9% in 2021. A new Hanover Research study...
Putting Some Numbers Behind the Rise of Social Media App BeReal
Women ages 18-24 make up two-thirds of BeReal’s adult audience in the US.
Tracking the Growth of Broadband-Only TV Homes
Broadband-only homes tend to be younger, larger, and with slightly higher incomes than the average,
How Can Virtual Events Differentiate?
77% of virtual events leaders agree that these events are a permanent element of their organization’s event mix.
Global Media Price Inflation Revised Upwards
TV and online video are leading the way in price inflation.
Holiday 2022 Data Hub: Forecasts
It looks like a solid holiday season, but without the growth registered last year.
How Do B2C Marketers Plan to Use the Metaverse?
Almost 1 in 3 B2C marketers in the US say that they are using the metaverse as part of their current marketing program.
1 in 5 Affluent Gen Zers is Hispanic
Hispanics now comprise the largest affluent subgroup in the US.
SMB CMOs Try to Stay on Top of Expanding Set of Channels, Mountain of Data
Two-thirds said they have overwhelmed by the amount of marketing data available in recent years.
Most TV Viewers Say They’re Tolerant of Ads
More than 1 in 4 who watch AVOD/FAST services say that they do so because they’re willing to watch ads for the content, but not pay for it.
Moms Want Authentic, Relatable Parenting Content
Younger mothers are particularly stressed out and are more likely than others to prefer content that gives them peace of mind.
TikTok Expands Lead As Teens’ Favorite Social Media Platform
The percentage of teens using TikTok on a monthly basis continues to climb.
What’s Driving Budget Changes for B2B Marketers?
Inflation and the lingering impact of the pandemic are cited as the main drivers of budget changes.
Gen Z Adults Are the Least Trusting of Brands’ Sustainability Claims
Gen Z adults are 40% more likely than average to not trust that products or services marked as sustainable are actually sustainable.
What Are Online Shoppers’ Favorite Coupon Types?
A 5% discount is likely not enough to motivate shoppers.
What Changes Are B2B Marketers Anticipating to Their Budgets Next Year?
B2B marketers seem bullish on their customer marketing spend and much less so on their ABM investments.
Why Use Direct Mail?
Some are using direct mail due to rising customer acquisition costs of digital channels.
COVID Has Changed the Way We Eat
Americans are less likely than their European counterparts to have cut down on red meat consumption.
New Movers Are Open to New Brands
Good reviews, better prices, and recommendations are likely to move the needle for new movers.
Advertisers Plan Increases in Digital OOH and Programmatic DOOH Ad Spend
Respondents expect 61% of their campaigns to include programmatic DOOH in the coming 18 months.
Halloween Retail Spending Predicted to Climb to Another Peak
Celebrants are expected to spend about $100 per household.
What Are ABM Practitioners’ Top Challenges?
Sales and marketing alignment is both a top benefit and a top challenge of ABM programs.
Netflix Clings to Lead in Teens’ Video Time Amid Streaming Competition
Hulu, Disney+ and HBO Max together account for an estimated 20% of teens’ video viewing time.
Grocery Inflation Continues to Concern Consumers, Most of Whom Are Buying Fewer Items
Grocery inflation is also a contributor to a growing sense of food insecurity.
Global Mobile App Downloads, Spending Continue to Falter in Q3
Mobile app revenues fell by 5% year-over-year.
Marketers Are Using Less Than Half of Their MarTech Stacks’ Capabilities
Marketers are preparing their martech stacks to support emerging channels such as social commerce and ads within the metaverse.
Digital Commerce M&A Deals Settle After Frenzied Levels
Deal volume involving Agencies & Services Providers remains elevated.
The Public’s Perception of the Advertising and PR Industry Has Plummeted to a New Low
More people have a negative view of the industry than at any point in the past 20+ years.
Financial Constraints Are Blunting Consumers’ Sustainability Efforts
Almost half agree that they’re finding it harder to act sustainably recently due to social or financial constraints.
What Do Consumer Want from Promotional Products?
Promotional product sales grew by almost 13% year-over-year in 2021.
How Much Do Consumers Want Sustainability in Fashion?
Consumers want to support sustainability in the fashion industry, but not always with their wallets.
Which Content When? B2B Demand Gen Marketers Rate Effectiveness by Funnel Stage
More than 7 in 10 demand gen marketers believe that prospects will consume more content in their buyer journey in the future.
What Do Marketing and IT Teams Believe Are the Biggest Barriers to Personalization at Scale?
Only around 1 in 3 marketers and IT professionals say that customer data is used throughout the entire enterprise.
Forecast: More Households Will Not Pay for Traditional TV Next Year Than Will (With A Caveat)
This forecast excludes vMVPDs. Including them leaves pay-TV subscribers ahead of non-subscribers for at least the next few years.
6 in 10 SMBs Are Using Social Media Marketing to Increase Customer Engagement and Traffic
1 in 3 SMBs have enabled social commerce for their businesses.
3 in 4 B2B Demand Gen Marketers Agree: Younger Buyers to Increasingly Avoid Sales Calls
Majorities also agree that prospects will consume more content in their buyer journey and that they’ll need to adapt their lead scoring as a result.
WOM: Recommendations from Family & Friends Still Hold Great Sway
About 7 in 10 adults say they’ve bought products or services based on recommendations from family.
B2B Demand Gen: Lead Qualifying Teams Are Common at Larger Enterprises
Companies that met or exceeded their KPIs are more likely to have lead qualifying teams than those that failed to meet KPIs.
Paid Music Subscriptions Continue Steady Ascent in H1 2022
Meanwhile, vinyl sales continue to make gains.
Social Media Update: Usage of Major Platforms on the Upswing
Almost half report using Instagram, and 3 in 10 use TikTok.
Almost Half of Grandparents Play Video Games At Least Once A Month
Grandparents ages 50+ are more likely than non-grandparents of that age to play video games each month.
These Are Gen Z’s Favorite Brands in 2022
Social media brands don’t feature heavily in the top 10, but they do stand out the most in Gen Z favorability when compared with US adults in general.
Half of American Adults Get News from Social Media; 1 in 10 Regularly on TikTok
Also, 1 in 4 regularly get news on YouTube.
Most Marketers Report Increase in Marketing and Sales Alignment After Implementing ABM
Slightly more than half say that ABM has generated more revenue than other marketing efforts.
How Professional Services Buyers Look for Work-Related Information
The use of social media to search for work-related topics has plunged.
Which Types of Interactive Content Are Working for Marketers?
Interactive emails are perceived to be effective and relatively easy to execute.
Latinos’ TV Time Swings to Streaming
Latinos spend more TV time with Netflix and YouTube, combined, than with either broadcast or cable.
Most B2B Marketers Say Their MarTech Stack is Too Complex
About 1 in 5 describe it as “more complex than a black hole.”
US Ad Viewability Rates Improved in the First Half of the Year
Aiming for 100% viewability may not be the best goal, however.
Some Consumers Are Cutting Back on Subscriptions
Streaming service subscriptions are at risk.
9 in 10 Say Investing in Data Quality Has Impacted Business Growth
9 in 10 business leaders also report that improving data quality has had a positive impact on the customer experience.
Marketing Analytics Usage, Budgets Reaching New Highs
Analytics’ contribution to company performance is also at an all-time high.
What Delays the B2B Buying Process?
Price disagreement is the top reason behind delayed transactions.
What’s Standing in the Way of More Creative Marketing Output?
A risk-averse culture is the biggest culprit.
Virtually All B2B Exhibitions Are Now Going Ahead as Planned
There’s been sustained improvement over several quarters in terms of exhibitions going forward as planned.
Live TV is the Default Viewing Source for Just 1 in 8 Young Americans
Almost 4 in 10 turn on Netflix first when they want to watch something.
Sustainable Digital Advertising: How Far Off is the Industry?
Almost half of US digital marketers don’t have plans in place to reduce the carbon emissions generated by digital campaigns to net zero.
CMOs Expecting to Up Their Brand Spending More Than CRM Investments
CMOs project an almost-10% increase in brand building spending in the coming year.
More Agencies Are Having Difficulties Generating New Business
Fewer than one-third have seen the number of opportunities for new business increase this year.
Sustainability-Marketed Products Accounted for 17% of CPG Sales Last Year
Sustainability-marketed products have accounted for almost one-third (32.1% share) of CPG market growth in the period from 2015-2021.
More Than Three-Quarters of Video Streaming Takes Place on a Big Screen
Smart TVs continue to set the pace in viewing time growth.
CMOs’ Digital Spend Skews to Paid Over Owned or Earned Media
Paid digital media accounts for about one-quarter of marketing budgets.
These Are Perceived to be the World’s Most Innovative Market Research Suppliers in 2022
There’s a new name at the top.
US Out-of-Home Ad Spending Recovers to Pre-Pandemic Levels
For the first half of the year, OOH ad spend totaled $4.43 billion, up 33.4% from the year-earlier period.
Roe v. Wade: Should Brands Take Action on the Recent Supreme Court Decision?
Both consumers and marketers are hesitant when it comes to companies taking a stance.
2022’s Top Brands Ranked by Customer Loyalty
Apple takes over from Amazon as this year’s leader.
TikTok Increasingly Being Used to Search for, Buy Products
Almost half (48%) of US adults said they’re likely to buy a product directly from TikTok, up from a third (33%) during the previous quarter.
These Are the Areas Marketers Think Will Be Most Important Over the Next 2 Years
Shifting to data-driven decision-making and improving the customer experience top the list.
The “Meh”-taverse: Americans Not Sold on Virtual Worlds
There’s no single metaverse activity that a majority of Americans of any age would be interested in participating in.
US B2B MarTech Spend Set for ~15% Rise This Year
US spending on martech solutions (both B2B and B2C) is forecast to exceed $20 billion for the first time this year.
3 in 4 Say They Use Cash Only in A Minority of Purchases
While reported use of cash has declined dramatically in the past 5 years, predictions of a cashless society remain largely unchanged.
Here’s How Media Budgets Are Trending for 2023
Video ads appear to be set for strong growth next year.
8 in 10 Marketers Foresee Growing Involvement for the IT Team in Day-to-Day Marketing
Still, Marketing and IT respondents differ in how they view current responsibilities and future martech acquisitions.