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Employers More Trusted Than Business As A Whole

Employers More Trusted Than Business As A Whole

Around the world, people's trust in key institutions - such as the media and NGOs - is modestly growing, but remains fairly low, according to the latest annual Edelman Trust Barometer [pdf]. The study indicates that actually, people globally are more likely to hold...

The State of Email Engagement

The State of Email Engagement

[Sponsored] In December 2018, Return Path and Demand Metric partnered to study the state of email marketing to equip marketers with data and best practices to improve subscriber engagement. Some of the key findings from this study include: Overall email effectiveness...

Email Marketing Priorities Prove Difficult to Execute

Email Marketing Priorities Prove Difficult to Execute

Given the fact we've all seen emails containing our first name, it's not news that email marketing is the most common channel for personalization. But that doesn't mean it's without its challenges. Ascend2’s new survey [download page] reveals that while personalized...

What Are Demand Gen Marketers’ Top Priorities This Year?

What Are Demand Gen Marketers’ Top Priorities This Year?

A majority of B2B marketers expect to see their demand generation budget increase in 2019, with some 3 in 10 expecting that their demand gen budget will increase by more than 20%, according to the latest benchmark survey from Demand Gen Report. So, with these...

These Are The Most Difficult B2B Marketing Skill Sets to Hire For

These Are The Most Difficult B2B Marketing Skill Sets to Hire For

An overwhelming majority (92%) of B2B companies are finding it difficult to hire good marketers. But which skills are hardest to find? As it turns out, marketing analytics is the skill set most difficult to fill, according to the results of a new survey [download...

Benefits of Marketing Automation Extend Beyond Lead Generation

Benefits of Marketing Automation Extend Beyond Lead Generation

Marketing automation is best known for its ability to generate leads for sales, but recent research from CleverTouch [download page] has shown that there are other benefits too - in particular, with helping marketing and sales to work more effectively together....

New Deck: Top 20 B2B Marketing Charts of 2018

New Deck: Top 20 B2B Marketing Charts of 2018

From buyer-vendor relationships to demand generation and events, our collection of 2018's top B2B marketing charts reveals some of the most important trends in buyers' path to engagement, while also finding that vendors are making advances but have to room to grow in...

What Factors Drive Attention to Smartphone Ads?

What Factors Drive Attention to Smartphone Ads?

Factors such as brand familiarity and interesting creative are equally motivating for individuals to pay attention to advertisements on their smartphones, according to a recent Aki Technologies survey of 1000 US adult consumers. Not too surprisingly, though, these...

Facebook Users Uncomfortable With Interest Categorization

Facebook Users Uncomfortable With Interest Categorization

Facebook has assigned interest categories to the majority (88%) of users' ad preference pages, according to a Pew Research survey of more than 950 US adult users of Facebook. However, almost three-quarters (74%) of Facebook users were not aware of this practice, ....

These Brands Enjoyed the Best Word-of-Mouth in 2018

These Brands Enjoyed the Best Word-of-Mouth in 2018

Step aside, Amazon. YouGov BrandIndex has released its brand buzz report covering 2018 in the US, and streaming service Netflix has stolen the top spot from Amazon, which previously had a five-year streak at the top of the charts. The study measures the consumer...

So What’s the Typical B2B Sales Cycle Length?

So What’s the Typical B2B Sales Cycle Length?

It’s commonly assumed that generating B2B leads is primarily a marketing responsibility. However, data stretching back to 2014 and published in a new report [download page] from CSO Insights, a division of Miller Heiman Group, illustrates that salespeople feel they're...

Millennials Are Using Smartphones More Than PCs for Shopping

Millennials Are Using Smartphones More Than PCs for Shopping

The younger generation in the US is well above the average when it comes to mobile shopping. While a little more than half (53%) of all shoppers ages 20-72 years have used a smartphone to shop in the past six months, nearly three-quarters (73%) of Generation Y (ages...

TV Viewing Remains a Social Activity

TV Viewing Remains a Social Activity

As internet-connected devices proliferate and streaming services grow in popularity, it's easy to assume that TV viewing has become an individual pastime. But the reality is that just about half (48%) of TV or video total viewing time in the US is still done in groups...

B2B Tech Marketers Putting Their Budgets, Efforts Behind Demand Gen

B2B Tech Marketers Putting Their Budgets, Efforts Behind Demand Gen

B2B tech marketers are laser-focused on winning new business, putting this significantly ahead of other priorities and making sure it gets the largest slice of their marketing budgets, per results of the most recent study from Spiceworks. When asked to list out their...

Marketing Automation Use Linked to Better Ability to Prove ROI

Marketing Automation Use Linked to Better Ability to Prove ROI

Marketing automation has seen heavy adoption by companies worldwide. In a global CleverTouch survey [download page] of some 200 respondents, 8 in 10 report already having marketing automation in place, while the remaining respondents say they are interested in...

Men Prove to Be Keen Amazon Shoppers

Men Prove to Be Keen Amazon Shoppers

Men are making more purchases online, reaching parity with women, according to the results of a First Insight report [download page] encompassing two consumer surveys from December 2017 and September 2018. Between 2017 and 2018 the percentage of purchases made online...

Most Executives Report Access to Useful Analytics Data

Most Executives Report Access to Useful Analytics Data

CMOs are still struggling to get the most out of data analytics, but do executives even have access to the right data for their efforts? As it appears, they mostly do across the organization. Three-quarters (76%) of respondents to a recent global survey [download...

Retailers See Many Benefits From Recurring Revenue Programs

Retailers See Many Benefits From Recurring Revenue Programs

Marketing leaders typically spend more on acquisition rather than retention, but the results of a recent Ordergroove survey [download page] of more than 150 retail industry professionals may indicate a growing emphasis on winning repeat business: some 83% of...

The Top TV Programs of 2018 Were…

The Top TV Programs of 2018 Were…

Unlike in previous years, NFL telecasts did not completely dominate 2018’s top TV single telecast programs list. Nielsen has revealed that while NFL programming like the Super Bowl LII took 5 of the top 10 spots (compared to 8 in 10 last year), other programs such as...

What Issues Are Keeping CMOs Up At Night?

What Issues Are Keeping CMOs Up At Night?

Marketers are faced with increasing pressure as their role expands and grows. But which issues are keeping the most CMOs and brand managers up at night? As it turns out ROI, big data and the need to establish consumer trust are in the heads of at least 95% of CMOs and...

Mobile Still Lags Desktop in US B2B Digital Ad Spend

Mobile Still Lags Desktop in US B2B Digital Ad Spend

B2B ad spend in the US is slated to top $6 billion in 2019, but marketers are still putting more of their spend towards ads on desktop and laptop devices than on mobiles. However, data from eMarketer suggests that mobile is not lagging quite as far behind as it did in...

These Factors Are Driving Budget Increases for B2B Tech Marketers

These Factors Are Driving Budget Increases for B2B Tech Marketers

It looks like B2B tech marketers won't be battling too hard for budgets this year. Eight in 10 B2B marketers at technology companies expect their budgets to increase or remain the same, according to a survey of more than 350 B2B tech companies across North America and...

Tech Adoption Among Americans Ages 50 and Up Sees Steady Growth

Tech Adoption Among Americans Ages 50 and Up Sees Steady Growth

Older Americans are not being left behind in the age of technology, and are adopting dominant technologies like smartphones, computers and tablets at a steady rate. In fact, three-quarters reported owning a smartphone in 2018, which is up some 5% points from the year...

US 2019 Consumer Technology Forecast

US 2019 Consumer Technology Forecast

As CES wraps up another annual visit to sunny Las Vegas, the Consumer Technology Association (CTA) has forecasted [press release] a strong year ahead for the US consumer technology industry. Artificial intelligence and high-speed connectivity are contributing factors...

Mobile Gaming Friction Leads to Wasted Ad Spend

Mobile Gaming Friction Leads to Wasted Ad Spend

Gaming should be an enjoyable experience, and finding something to play shouldn’t be frustrating. But an average of 88% of total global mobile gamers (84% in the US) have experienced at least one friction point when looking for a game to install and play. This is...

Parents Show Above-Average Adoption of Subscription Services

Parents Show Above-Average Adoption of Subscription Services

It seems today almost any item can be purchased on a subscription basis, and this might be appealing for busy parents. Indeed parents with kids under the age of 18 are more likely than non-parents to subscribe to a service across every single category, according to a...

Ride Hailing Apps Grow in Popularity

Ride Hailing Apps Grow in Popularity

The percentage of Americans using ride-hailing apps has more than doubled in just three years. A full 36% of Americans used services such as Uber or Lyft in 2018 compared to only 15% in 2015, according to a new Pew Research Center survey of more than 10,000 US adults....

What Are Brand Marketers’ Top Challenges in 2019?

What Are Brand Marketers’ Top Challenges in 2019?

In recent weeks, poor performances on the stock market, particularly among tech stocks, have been the topic of much discussion in business news. This general malaise may also be affecting brand marketers, as growth in a slow economy has been cited as the number one...

Event Marketers See Increasing Importance for MarTech in Year Ahead

Event Marketers See Increasing Importance for MarTech in Year Ahead

Virtually all event marketers use technology to enhance their marketing efforts, with some 84% using tech inside their tradeshow exhibits and 54% incorporating it into their companies' corporate events. That’s according to the latest marketing technology study from...

The Most Popular Radio Formats of 2018

The Most Popular Radio Formats of 2018

Radio has the broadest reach of any medium, and with new devices such as smart speakers potentially augmenting rather than detracting from the listening experience, it doesn't appear to be going anywhere soon. But what formats are winning when it comes to capturing...

These Issues Proved Most Important to B2C Content Marketers in 2018

These Issues Proved Most Important to B2C Content Marketers in 2018

Marketers typically find figuring out algorithms and how to optimize their content around them as a challenge. So it’s not a big surprise that a Content Marketing Institute (CMI) and MarketingProfs study [PDF] of almost 300 B2C content marketers, the majority (59%) of...

ABM Initiatives Mean B2B Marketers Need More Account Data

ABM Initiatives Mean B2B Marketers Need More Account Data

Understanding your target audience is a critical foundation for any marketing, and in the digital age this means having the right data. Among B2B marketers, some 8 in 10 are making data a priority for both better insight and analysis and improving the coverage of...

Responsiveness on Social Media Drives Millennials’ Loyalty

Responsiveness on Social Media Drives Millennials’ Loyalty

Nearly 4 in 10 American Millennials (38%) are providing at least weekly feedback to companies via social media channels, according to research from TELUS International [infographic]. Given the fact that such a significant proportion is being regularly vocal, it comes...

Advertising Professionals Remain Distrusted by the Public

Advertising Professionals Remain Distrusted by the Public

Advertising professionals remain among the least trusted professionals in America today. This finding comes from Gallup's most recent report on honesty and ethics in professions, which puts advertising  practitioners 4th from bottom in the rankings. This is just...

What B2B Tech Marketers Are Planning for 2019

What B2B Tech Marketers Are Planning for 2019

Video marketing is slated to be a top trend in B2B marketing in the coming year, with more than two-thirds (68%) of tech marketers reporting they will focus on video in 2019. This is according to an early snapshot of data from the 2019 State of IT Marketing Report...

Trust and Transparency Key to Success for Influencer Marketers

Trust and Transparency Key to Success for Influencer Marketers

More than half of marketers (56%) cite changing expectations from digital native consumers as one of the biggest drivers of change, per a recent report [download page] from Econsultancy's Influencer Intelligence. These young consumers prefer more "reliable, authentic...

How Direct Response Marketers Are Allocating Their Budgets

How Direct Response Marketers Are Allocating Their Budgets

Paid display emerges as the channel with the largest slice of direct response marketers' budgets, according to the State of Ad Tech 2019 report by Criteo and Euromonitor [report download]. The study, which surveyed over 900 direct response marketers globally, finds...

How People Get The News: TV > Radio > Social Media > Newspapers

How People Get The News: TV > Radio > Social Media > Newspapers

As consumers' media behaviors shift, so are their ways of getting the news. In fact, people are about as likely to get news from a website or app as they are from watching local TV, and they're now more likely to get news from a social media site than from reading...

Mobile Email Click-to-Open Rates Jump in Q3

Mobile Email Click-to-Open Rates Jump in Q3

Email click-to-open rates continued to climb in Q3, and as such while slightly fewer subscribers opened emails those who did were more engaged than in previous quarters. That's according to the latest quarterly email benchmark report [download page] from Yes...

[New Report] US Media Audience Demographics: 5th Annual Edition

[New Report] US Media Audience Demographics: 5th Annual Edition

People are spending more time with media than ever before. While that may present marketers with additional opportunities to reach people, it's also true that media fragmentation and shifting consumer behaviors add layers of complexity for marketers to navigate when...

US Firms’ Data Spend to Grow by 17.5% This Year

US Firms’ Data Spend to Grow by 17.5% This Year

By the time 2018 ends, US firms will have spent more than $19 billion on third-party audience data and data activation solutions supporting their advertising, marketing, media sales and associated efforts. That's according to the second annual IAB-led "State of Data"...

Loyalty is Fleeting, Consumers Say

Loyalty is Fleeting, Consumers Say

Three-quarters of consumers across 5 key global marketers agree that they're loyal to certain brands, but will move on as soon as they have a bad experience with them. So finds Acquia in a customer experience-themed report [download page] that finds tension between...

Netflix Takes Top Global Ranking for the Simplest Brand Experience

Netflix Takes Top Global Ranking for the Simplest Brand Experience

More than half (55%) of consumers around the world are willing to pay more for simpler experiences, according to Siegel+Gale's latest annual "Global Brand Simplicity Index" report [download page]. Willingness to pay for simpler experiences remains high, though it...

83% of Consumers Say They’d Watch A Branded Video For A Reward

83% of Consumers Say They’d Watch A Branded Video For A Reward

Reviews are a critical factor in consumers' purchase decisions, and it turns out that the vast majority of people would leave one in exchange for a reward, according to survey results from HelloWorld [download page]. The Merkle company examined what consumers would be...

Smartphones Reportedly At Half of B2C Email Clicks in Q3

Smartphones Reportedly At Half of B2C Email Clicks in Q3

Half of all email clicks in Q3 occurred on a mobile phone, reports Cheetah Digital [download page] in a recently-released analysis. The study suggests that consumers are growing more comfortable with mobile email, as smartphones represented a larger share of clicks...

Where B2B Marketers Need Help With ABM

Where B2B Marketers Need Help With ABM

Two-thirds of account-based marketers report that their ABM accounts have achieved greater customer success with their solutions than other accounts, and two-thirds likewise say that their ABM accounts are more likely to provide positive references and advocacy than...

Business Leaders Take Note of Their Customers’ Increasing Power

Business Leaders Take Note of Their Customers’ Increasing Power

Fully 85% of business leaders surveyed around the world agree that the needs of their customers are changing rapidly, and even more (93%) agree that their customers' expectations are increasing. That's according to the Global Trends Barometer 2019 from Vodafone, which...

[Email Benchmark Report] Mobile, Database and Purchase Metrics

[Email Benchmark Report] Mobile, Database and Purchase Metrics

[Sponsored by Yes Marketing] 47% of consumers say email is their preferred channel for brand communications, yet over the last quarter, active subscribers in brands' databases declined by 16.7% and new subscribers fell by 24%, according to a new analysis from Yes...

Company Culture and Transparency Rank High in Attracting Customers

Company Culture and Transparency Rank High in Attracting Customers

While there has been ample talk about culture in the context of hiring talent, buyers are also attracted to companies that care. This is according to a new survey of 30,000 consumers conducted by Accenture Strategy [download page] that examines attitudes across 35...

How the Median Age of TV Viewers Differs Across Platforms

How the Median Age of TV Viewers Differs Across Platforms

It's well known that live TV audiences are generally "graying" - as older adults remain wedded to traditional TV and youth gravitate towards digital platforms. New data from Nielsen provides more evidence as to the differing age profiles of video viewers, with live TV...

The Top 5 Most Popular Categories Purchased Online Are…

The Top 5 Most Popular Categories Purchased Online Are…

A majority of online consumers around the world claim to buy entertainment (61%) and service (56%) categories more often online than in-store. And while fewer (38%) say they buy durables such as fashion, IT/mobile and electronics more often online, that still...

How Marketers Are Using Video In 2018

How Marketers Are Using Video In 2018

Video marketers continues to be viewed enthusiastically by marketers, with 83% reporting that video content is becoming more important to them, according to the latest "State of Video Marketing" report [download page] from Demand Metric and Vidyard. As a naturally...

Agencies Seem Confident in the Year Ahead

Agencies Seem Confident in the Year Ahead

Slightly more than half of agency leaders are reporting both revenue (56%) and profit (55%) growth for 2018, and even more (79%) are confident in more profitable growth in 2019, according to the latest annual Global Digital Outlook from the Society of Digital Agencies...

Almost Three-Quarters of Americans Over 55 Now Own A Smartphone

Almost Three-Quarters of Americans Over 55 Now Own A Smartphone

Older Americans are catching up in terms of smartphone penetration in the US, according to the latest annual mobile consumer survey from Deloitte [download page]. Some 74% of adults over the age of 55 now own a smartphone (up from 67% last year), making them the...

E-Commerce Grows in the Fashion Industry

E-Commerce Grows in the Fashion Industry

The global online fashion market is predicted to reach $765 billion by the year 2022, a projected increase of $281 billion, or 58%, from this year. In fact, in 4 years, 36% of total fashion retail sales are expected to occur online, up from 27% this year, according to...

The 10 Brands Topping the US Customer Advocacy Rankings in 2018

The 10 Brands Topping the US Customer Advocacy Rankings in 2018

There's a new leader atop the US brand advocacy rankings and it's not Amazon. This year Band-Aid moves to the top of YouGov's latest annual rankings as the most likely to be recommended by its customers from a list of 1,630 brands. Band-Aid moved up from the #2 spot...

Brand Trust Matters… A Lot.

Brand Trust Matters… A Lot.

Two-thirds of adults in the US say that trust in a brand has a great deal (31%) or a lot (37%) of influence on their decision when making a big purchase, reports SurveyMonkey in recently-released research. Adults in the US aren't alone in the importance they place on...

Mobile’s Now Up to Almost Two-Thirds of US Digital Ad Spend

Mobile’s Now Up to Almost Two-Thirds of US Digital Ad Spend

Online advertising revenues in the US reached $25.6 billion in the first half of 2018, with mobile accounting for 63% of the total, according to the latest revenue report from the IAB and PwC. This represents an overall increase of 23.1% year-over-year. Behind this...

Private Label Purchase Intent, Value Perception Remain High

Private Label Purchase Intent, Value Perception Remain High

Favorable economic conditions aren't blunting consumers' appetite for private label products. In fact, 83% of adults surveyed by IRI [pdf] in Q3 2018 reported buying private label products to save money, while 73% said they try new, lower-priced brands to save money....

How Corporate Marketers Use Event Data

How Corporate Marketers Use Event Data

Corporate marketers use event data to improve event portfolios and experiences in a variety ways, according to a study from Freeman and Chief Marketer. But as the Freeman Data Benchmark Study [download page] illustrates, event data and KPIs are also being used to...

Pay-TV Penetration Continues Its Slow Descent From 2010’s Peak

Pay-TV Penetration Continues Its Slow Descent From 2010’s Peak

Pay-TV penetration in the US continues its decline, though it's by no means a drastic drop. The latest annual survey figures from Leichtman Research Group (LRG) indicate that 78% of TV households in the US subscribe to some type of pay-TV service. That's down only a...

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