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How Brands Are Using Snapchat And Gaining Followers

Most new followers of brands on Snapchat discover those brands by searching for their usernames, though a fractional but growing number are added through deeplinks, according to a recently-released analysis [download page] of Q4 brand activity from Snaplytics. The...

America’s Favorite Fashion Retailers Are…

Nordstrom might not be the current administration's favorite, but it reigns as America's favorite fashion retailer for the 5th consecutive year, research from Market Force Information has found. Based on a survey of more than 10,000 consumers (three-quarters of whom...

Transparency Tops List of Media Planners’ Online Ad Concerns

Ad blocking is a concern for media planners, but it doesn't elicit quite the same level of worry as other more pressing issues, according to a survey from the Digital Place Based Association (DPAA). In its survey of 336 agency planners employed at full-service, media...

US Retail Sales Forecast to Grow by 3.7-4.2% This Year

Retail industry sales (excluding automobiles, gas stations, and restaurants) in the US will increase by somewhere between 3.7% and 4.2% this year, forecasts the NRF, which also expects an increase of 8-12% in non-store sales. Both figures are up from similar forecasts...

B2B Marketers Say Email Delivers the Highest ROI Leads

Score another one for email. On the heels of recent research showing that email is the top lead- and revenue-producing vehicle for B2B marketers, a newly-released study [download page] from Chief Marketer reveals that email is also the channel producing the highest...

How Do Industries Score on Corporate Reputation Factors?

The technology industry continues to have the best reputation of any sector in the US, according to the latest annual Harris Poll Reputation Quotient (RQ). But a breakdown of the different facets of corporate reputation reveals that consumer products companies tend to...

App Retention Rates Still Low, But Improving

App retention continues to be a major challenge for marketers, according to a recent study [download page] by AppsFlyer which measured 3.5+ billion installs across 5,000+ apps. By day 30 after download, a mere 4.8% of organic users were active within apps on iOS...

Customer Communities Used Primarily for Listening, Research

Customer and employee communities have quite an impact on the organizations that run them, according to a Leader Networks survey [download page] of 271 marketing and community leaders primarily from B2B (41%) firms and Associations/Non-Profit Organizations (34%)....

Super Bowl 2017 Data [Updated]

It was a thrilling Super Bowl comeback. 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 digital reverberation or impact of the...

Which Account-Based Marketing Tactics Seem to be Working?

Not surprisingly, the leading objective of account-based marketing (ABM) is to grow revenues per existing account, although many marketers are also hoping that ABM will increase their number of new accounts, according to a new study [download page] from Ascend2 and...

Paid Search Trends in Q4 2016

Q4 was a strong quarter for search advertising spend, according to a MarketingCharts review of several recent reports. In fact, spending was up by double-digits among clients of IgnitionOne [download page], Merkle [download page] and Kenshoo, with each also reporting...

What Types of Experiences Influence Millennials’ Brand Loyalty?

Almost two-thirds of American adults feel that the types of experiences that make them loyal to a particular brand or provider have changed to some degree over the past 3 years, research from Accenture Strategy has found. For youth, product and service experiences are...

Most Shoppers Continue to Engage in Deal-Seeking Behavior

Shoppers late last year were feeling optimistic about their finances this year, reports IRI in newly-released data, noting that 70% of those surveyed in Q4 felt that their household finances would improve in the coming 6 months. But that hasn't stopped them from...

2017 Marketing Budget Trends, by Channel

Which channels are marketers going to be investing more - and less - in this year? A review of studies from Econsultancy [download page] and Gartner offers a window into marketers' plans for this year. Hint: social media marketing appears to be ripe for further...

The World’s “Most Powerful” Brands in 2017

Lego is back on top as the world's "most powerful" brand, according to Brand Finance, which ranks brands based on factors such as familiarity, loyalty, promotion, marketing investment, staff satisfaction and corporate reputation. Lego regained the top spot it last had...

Apple’s The Top Platform For US Digital Music Consumers, But…

Apple is the top platform for US adults who pay for music content online, ahead of others such as Pandora and Spotify, according to a study from PayPal [pdf]. Among the US music consumers surveyed, 37% cited either Apple iTunes (30%, the single leading platform) or...

How Companies Plan to Boost Marketing Agility

More marketers consider technology (45%) to be critical to agile marketing success than do process and organization (33%), according to a report from Aprimo and Forbes Insights [download page]. But when it comes to their top agile marketing challenges, the pendulum...

Top 10 Marketing Charts of the Month – January 2017

This month's quick-hit set of top charts includes the following topics: traditional TV viewing trends; advertising to Gen Z; social media's purchase influence; e-commerce and m-commerce popularity; adoption of voice-enabled digital assistants; business trust and buzz;...

The Biggest Challenges to Contact Data Accuracy

Recent research indicates that marketing and sales measurement data continues to be a problem for marketers, and likewise that improving data quality is both the biggest challenge to marketing data success and the most important objective of a marketing data strategy....

Which Industries Had the Highest Cart Abandonment Rates in Q4?

More than three-quarters (76.8%) of customers left behind their order instead of purchasing in Q4 2016, based on a review of averages across 500 leading global brand clients. That's according to SaleCycle's latest quarterly Remarketing Report, which notes that Fashion...

Valentine’s Day Spending to Drop From 2016 Record

Total spending on Valentine's Day is projected to reach $18.2 billion this year, representing a $1.5 billion drop from last year's record $19.7 billion, according to the National Retail Federation (NRF). Per-person spending will also decline about $10 from last year's...

Global Sponsorship Spending Set For 4.5% Rise This Year

Sponsorship spending worldwide is expected to grow by 4.5% this year to $62.8 billion, according to the 32nd annual industry review and forecast from IEG. That 4.5% growth rate is relatively steady from last year (4.6%) and up from the two prior years (4.1%), as...

Are Viewers Watching Business-Related Videos to Completion?

Research has shown that video is taking on a greater role for B2B content marketers. But producing a video is different from having it played - and played long enough for the message to get across. New video benchmarks from Vidyard [download page] offer an idea of...

US Ad Spend Trends, by Medium, in 2016

In many ways, the final ad spending figures for 2016 demonstrated a continuation of previous trends, although there were some intriguing results mixed in, according to a review of figures recently released by Standard Media Index (SMI). Digital kept growing and print...

How Are Mobile Owners Making Purchases Using Their Devices?

Some 78% of mobile media users surveyed last year across 9 countries reported having made a purchase using their mobile phone during the prior 6 months, according a Mobile Ecosystem Forum (MEF) study [download page]. Physical products and digital content were the most...

What’s the Read Rate for Emails in Gmail’s Promotions Tab?

Email messages tagged as Promotions have a relatively high inbox placement rate of 84.5%, reports Return Path in an analysis [download page] of more than 6 billion messages sent to Gmail users between October 20 and 27, 2016. That was only slightly behind messages...

Smartphone, Tablet and PC Penetration, by Demographic

More American adults have access to a smartphone than to a PC, as access to these devices moves in opposite directions, according to a recent Nielsen report [download page]. The study indicates that in Q3 2016, 87% of US adults had access to a smartphone (up from 80%...

Top 20 B2B Marketing Charts of 2016

From content marketing and digital initiatives to demand generation, vendor relationships and programmatic advertising, our collection of 2016's top B2B marketing charts (B2C deck found here) presents an intriguing array of data from both strategic and tactical...

How Customer Service is Working With Marketing

Customer service and marketing are becoming more intertwined, especially considering the impact that service experiences can have on customer retention and loyalty. A new report from Salesforce [download page], based on a survey of more than 2,600 service...

Which SVOD Service is Tops in Customer Satisfaction?

Netflix tops Hulu, HBO Now and Amazon Video in overall streaming service satisfaction, reports Strategy Analytics. But HBO Now emerges as the leading subscription video-on-demand (SVOD) service across an impressive 11 of the 14 individual categories measured,...

How Are Marketers Improving Data Quality?

The quality of marketing data - including measurement data - continues to be an obstacle for marketers. Indeed, while improving data quality is the biggest challenge to marketing data success, it's also easily the most important objective of a marketing data strategy,...

The Brands With the Best Buzz in the US in 2016 Were…

YouGov has released its US Buzz Rankings list for 2016, revealing that Amazon again enjoyed the best public perception, for the fourth consecutive year. The study, which measures consumer perceptions of brands, asks respondents whether they have heard anything about...

Global Out-of-Home Ad Revenues Post Strongest Growth Since ’07

US out-of-home advertising revenues have been on the rise in recent years, and those increases are being seen on a global level too. New data from PQ Media indicates that out-of-home (OOH) ad revenues increased by 6.2% last year, the fastest rate since 2007. By...

Top 20 B2C Marketing Charts of 2016

From digital ad benchmarks to traditional media outlooks and the customer experience, our collection of 2016's top B2C marketing charts (we're breaking out B2B into its own deck this year - stay tuned) showcases some macro trends running through the industry while...

Gen Z Likes Shopping In-Store; Seeing Items Encourages Purchases

Members of Generation Z prefer shopping in a store to shopping online, per a recent study from the NRF and IBM. In fact, virtually all survey respondents said they prefer making purchases in a store most (67%) or some (31%) of the time, with the analysts attributing...

Majority of Retailers Expect to Accept Apple Pay by Year’s End

More than one-third of top North American retailers accept Apple Pay (36%) and PayPal (34%), and an additional fifth expect to accept these payment options within a year. That's according to the 18th annual POS/Customer Engagement Survey [download page] from Boston...

Holiday 2016 Data Hub (Updated)

Retail sales over the holiday season grew by 4% to $658.3 billion last year, above the forecasted growth rate of 3.6%, reports the NRF, which also reveals that non-store holiday sales (including e-commerce) grew by 12.6%, also higher the forecasted increase in online...

Majority of US Adults Live in Cell-Only Households

A slight majority (52%) of US adults now live in households with cellphones but lacking landlines, reports GfK, with this being twice the proportion from 2010 (26%). Not surprisingly, it's Millennials leading the way in this transition, with 71% living in cell-only...

How Should You Advertise to Gen Z?

Millward Brown has released its latest annual AdReaction study, measuring consumer attitudes and receptiveness to advertising via a survey of almost 24,000 Gen Z (16-19), Gen Y (20-34) and Gen X (35-49) consumers in 39 countries. The study finds that while these...

How Consumers Think Brands Can Use Virtual Reality For Marketing

Despite a high degree of interest in using virtual reality to watch movies, there's not much interest on the part of consumers when it comes to brands and advertisers using virtual reality (VR) to provide exclusive content and trailers, finds YuMe [download page] in a...

Which Emerging Market Research Methods Are Gaining Favor?

Emerging market research methods such as mobile surveys and online communities may no longer be deemed "emerging," having well and truly broken into the mainstream, according to the latest edition of the GreenBook Research Industry Trends (GRIT) Report. By comparison,...

US Music Biz Up in 2016 on Strength of Streaming

It was a positive year in the end for the music business, declares Nielsen in the Nielsen Music Year End Report for 2016 [download page], as strong growth in on-demand streaming more than offset sales declines. In fact, on-demand streaming grew to account for 38% of...

Political Advertising in 2016 Showed Sizable Channel Shifts

Political advertising reached $9.8 billion in the 2016 election year, marking a more than 4% increase from the 2012 election cycle ($9.4 billion) and representing a new record, according to Borrell Associates. But while the spending amount was in itself interesting,...

The 10 Fastest-Growing Grocery Categories in 2016

Americans looking to get their caffeine fix drove sizable increases in the dollar sales of ready-to-drink tea and coffee, with these emerging as the #1 and #3 growth categories in the grocery department in 2016, according to recent data from Nielsen. In fact, liquid...

These Brands Topped the Viral Video Charts in 2016

Red Bull is the undisputed king of viral branded video, according to Unruly's annual look at the brands whose videos attracted the most social shares. With more than 27 million shares of its videos last year, Red Bull lapped the field, more than doubling its closest...

The 10 Most Valuable Global Retail Brands in 2016/2017

Amazon reigns again as the most valuable global retail brand, with a brand value approaching $100 billion, according to BrandZ's latest Most Valuable Global Retail Brands study [pdf]. In fact, not only is Amazon the world's most valuable retail brand, but it's also...

The World’s 10 Most-Purchased FMCG Brands Are…

Coca-Cola ranks as the "most-chosen" FMCG brand in the world for the fourth consecutive year, chosen roughly 6.3 billion times in the 52-year period between November 2014 and October 2015, according to the latest annual rankings [download page] from Kantar Worldpanel....

US Adults Lack Confidence in Social Networking Platforms

Trust in the news media has plunged to new lows this year, but even the news media fares better than leading social networking platforms in a recent NBC News/Wall Street Journal survey of 1,000 adults. Fewer than 1 in 6 respondents professed to having "a great deal"...

What Makes A Premium Product?

Sales of "premium" products - defined in this case as those that cost at least 20% more than the average category price - are seeing above-average growth in many fast-moving consumer goods (FMCG) categories, according to a recent report [download page] from Nielsen....

What Were 2016’s Most Popular Radio Formats?

Radio continues to have wide reach in the US, and proves more appealing to middle-aged Americans than any other medium, according to a new MarketingCharts study. Likewise, radio advertising continues to show slow growth, even as other traditional media see declines....

Half of Newspaper Readers Stick Exclusively to Print

Newspapers' cross-platform audience - print, website and mobile app - numbers more than 169 million adults in the US, or 69% of the US adult population in a typical month, according to recently-released figures from Nielsen Scarborough. And while print newspaper ad...

US Online Ad Spending Maintained Its Rapid Growth Rate in Q3 2016

Marketers continue to pour more money into digital advertising, according to the latest figures from the IAB and PwC US. The data indicates that spending reached $17.6 billion in Q3 2016, representing a 20% increase from $14.7 billion in the year-earlier period....

Newspaper and TV News Trusted More Than Online Sources

Fresh off the heels of research suggesting that adults trust traditional media ads more than digital ones, a study from YouGov [pdf] indicates that Americans are more likely to trust news that they read about in the newspaper or see on TV than they are to trust what...

5 Charts to Inform Your Mobile App Marketing in 2017

Mobile apps' influence on digital media continues to grow stronger with each passing year. With app marketing taking place in a competitive environment, we turn to research provided by TUNE to better understand the drivers of app download decisions. In this article,...

How Tolerant Are Online Video Viewers of Buffering, and Ads?

More than three-quarters of adults in the US and UK watch online video at least weekly, according to the results [pdf] of a survey from Limelight Networks, with men and Millennials tending to be among the heavier consumers of digital video content. A new...

Very Few Americans Trust Advertising Practitioners’ Honesty

When it comes to rating the honest and ethical standards of people in various professions, American adults rate medical professionals highly. But advertising practitioners? That's a different story. In fact, just 11% of adults rate advertising professionals highly for...

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