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More Marketers Are Moving Agency Business In-House. Why?

More Marketers Are Moving Agency Business In-House. Why?

In-house agency penetration is growing "dramatically," says the ANA in a new report. Some 78% of client-side marketers who are members of the ANA report having an in-house agency this year, almost doubling the rate (42%) from a decade ago. And just 12% of respondents...

Improving Measurability is Proving Difficult for Digital Marketers

Improving Measurability is Proving Difficult for Digital Marketers

Marketers can tend to feel that they have an easier time measuring ROI for digital than offline channels. After all, measurability is one of the key attractions of digital marketing. Yet that doesn't mean that it's necessarily easy. In a new survey from Ascend2...

B2B Purchase Decision-Makers Say The Brand Matters

B2B Purchase Decision-Makers Say The Brand Matters

B2B marketers are having trouble getting prospects to engage, according to recent research. So what helps influence decision-makers to make an initial engagement with a vendor? As it turns out, a strong professional brand will do the trick, according to a new study...

Who Do CX Leaders Collaborate With – And Who Are They Missing?

Who Do CX Leaders Collaborate With – And Who Are They Missing?

Chief marketing officers (CMOs) are now not only in charge of the desired perception of the organization (branding) but also the actual perception (experience), notes Accenture in a commissioned study [PDF] conducted by Forrester Consulting. The report finds that new...

What Do Emotional Interactions With Brands Mean For Consumers?

What Do Emotional Interactions With Brands Mean For Consumers?

Emotions are greater drivers of brand loyalty than rational factors such as price competitiveness or brand values including social responsibility, according to consumer research from Capgemini. A new report from Invoca and Adobe reveals what a high emotional quotient...

Which Factors Are Most Important In the Media Mix Decision?

Which Factors Are Most Important In the Media Mix Decision?

Some marketing channels are more easily measured than others, but that may not be a strong factor in media mix decisions, according to the latest annual Getting Media Right report [download page] from Kantar Millward Brown. In fact, relatively few respondents to the...

US Internet and Social Media Usage Plateau

US Internet and Social Media Usage Plateau

Internet usage, as well as social media adoption and device ownership, have seemingly reached a plateau after several years of growth, reports the Pew Research Center. For example, the percentage of US adults using social media rests at 69% this year, unchanged from...

The Pros and Cons of E-Commerce, According to B2B Decision-Makers

The Pros and Cons of E-Commerce, According to B2B Decision-Makers

One in every 5 decision-makers at B2B companies across the world is getting a majority of sales from e-commerce, according to a survey from PROS [download page]. But fast-forward 5 years and triple that number - 3 in 5 - expect to be seeing most of their sales come...

B2B Marketers Struggle to Engage Targeted Prospects

B2B Marketers Struggle to Engage Targeted Prospects

B2B marketers are still struggling to get targeted prospects to engage, according to Chief Marketers' 2019 B2B Marketing Outlook [download page]. Almost 6 in 10 respondents said this is a challenge for them in generating new leads, on par with last year's results,...

The World’s 10 Most Valuable Brands in 2018

The World’s 10 Most Valuable Brands in 2018

Apple continues to set the pace as the most valuable brand in the world, keeping its hold on the top spot for the sixth consecutive year and extending its lead over Google, according to Interbrand's latest annual rankings. Nine of last year's top 10 brands remain in...

TV Ads, W-O-M Sway Purchases for Gen Xers

TV Ads, W-O-M Sway Purchases for Gen Xers

TV ads edge recommendations from friends and family as the top influencer of purchases for Gen Xers (born 1965-1981), according to MarketingCharts' US Purchase Influencers Report 2018. In so doing, Gen Xers display more similarities with Boomers than with Millennials,...

Instagram Continues to Grow in Popularity With the Fortune 500

Instagram Continues to Grow in Popularity With the Fortune 500

Almost two-thirds (63%) of Fortune 500 companies are now actively using Instagram, marking the 6th consecutive year of increases in the platform's use by these companies, according to the latest annual analysis of Fortune 500 corporate social media usage from the...

US Display Ad Viewability Rates Improve in H1: Here Are Benchmarks

US Display Ad Viewability Rates Improve in H1: Here Are Benchmarks

Desktop display viewability rates have improved in the US, particularly for programmatic display, according to Integral Ad Science's US Media Quality Report H1 2018 [download page]. The overall desktop display ad viewability rate across buy types was 59.9% in H1,...

Retailers, Polish Up Those Subject Lines

Retailers, Polish Up Those Subject Lines

Half of US consumers prefer hearing from retailers by email than via social media, text, display ads or mobile apps, according to a survey report from Yes Lifecycle Marketing [download page]. However, the study indicates that the vast majority ignore at least some...

Do Brands Have Enough MarTech Now?

Do Brands Have Enough MarTech Now?

Brands in the UK and North America are expected to devote somewhere around one-quarter of their budgets this year to marketing technology. Are they getting what they need with that spend? A study from Moore Stephens and WARC [download page] suggests that most have all...

Here’s How Listeners Discover New Podcasts

Here’s How Listeners Discover New Podcasts

The podcast audience is growing, and people are becoming heavier listeners over time. A new study from Westwood One [download page] breaks down the primary ways by which weekly listeners discover new podcasts, revealing that social media is the top source overall....

How Spending Patterns Differ by Generation

How Spending Patterns Differ by Generation

Gen Xers (born 1965-1980) had the highest average income before taxes last year, of roughly $95k, according to the latest annual Consumer Expenditure Survey from the Bureau of Labor Statistics, and they averaged the most spending, too. But how do different generations...

These Brands Have the Best Word-of-Mouth With Millennials in 2018

These Brands Have the Best Word-of-Mouth With Millennials in 2018

Which brands are Millennials (18-34) not only hearing positive things about, but also talking about with their friends and family? It's an important point, given that word-of-mouth is the top purchase influencer among this young cohort. New rankings from YouGov offer...

Advertising Forecast Calls For 2 Key Milestones This Year

Advertising Forecast Calls For 2 Key Milestones This Year

US media advertising sales are forecast to reach an all-time high of $207 billion this year, forecasts MAGNA, as spending grows by 6.9% (and 5.2% excluding cyclical events). But that may not be the biggest story to come out of the forecast, which sets its sights on...

Which Data Sources Are CX Professionals Analyzing?

Which Data Sources Are CX Professionals Analyzing?

Customer experience (CX) professionals are interested in learning about all phases of the customer journey, though they appear to de-prioritize the post-purchase stage, according to a report from NetBase [download page]. The study suggests that CX professionals are...

3 Interesting Stats About Teens’ Use of Social Media

3 Interesting Stats About Teens’ Use of Social Media

Teens' social media preferences have changed drastically in the past few years, and platform choices are shifting as teens increase their use of social. A new report from Common Sense Media [download page] offers some intriguing data about how teens use social media,...

Do Brands Follow Through on Their Promises? Many Are Skeptical.

Do Brands Follow Through on Their Promises? Many Are Skeptical.

For customers to be satisfied with brands, the marketing message needs to align with the value of the product and service itself, research has shown. The trouble is, many people - especially those prized Millennials - feel that brands today rarely live up to the...

These Metro Areas Have the Youngest – and Oldest Residents

These Metro Areas Have the Youngest – and Oldest Residents

Earlier this year, a Census Bureau release noted that the median age in the US increased to 38 years in 2017, up almost a full year since 2010 (37.2 years). The release also revealed which states had the largest percentage of people ages 65 and up - with Florida...

How Many Purchases Define Brand Loyalty For Consumers?

How Many Purchases Define Brand Loyalty For Consumers?

Most American adults say that once they find a product they like they tend to buy it repeatedly rather than shop around and try other products. But how many purchases does it take for someone to consider themselves loyal to a brand? Survey results from Yotpo indicate...

Out-of-Home Ad Spend Growth Sees An Uptick in Q2 2018

Out-of-Home Ad Spend Growth Sees An Uptick in Q2 2018

It's now been more than 8 years since the last time out-of-home ad revenues declined on a year-over-year basis. In Q2, ad spending grew by 4.7% from the year-earlier period, the fastest rate since Q4 2015, per the latest figures from the Outdoor Advertising...

2018’s Top Brands Ranked by Customer Loyalty

2018’s Top Brands Ranked by Customer Loyalty

Amazon has consolidated its position as the brand loyalty leader in the US, topping 2016's leader Google for the second consecutive year. That’s according to the latest annual loyalty study [pdf] from Brand Keys, which ranked customer engagement and loyalty for 761...

African-Americans Display Above-Average Device Ownership and Usage

African-Americans Display Above-Average Device Ownership and Usage

"African Americans are on the cutting edge of household device ownership." So says Nielsen in a report, "From Consumers to Creators: The Digital Lives of Black Consumers," [download page] which does indeed find above-average ownership of a variety of technology...

The US Purchase Influencers Report 2018

The US Purchase Influencers Report 2018

It's back! After a year off, we're releasing our latest study of ad influencers and how they measure up with earned and owned channels. In our new US Purchase Influencers Report 2018, we delve into the media activities, attention to advertisers, and reported purchase...

These Are the Types of Events That B2B and B2C Firms Splurge On

These Are the Types of Events That B2B and B2C Firms Splurge On

Events hog a large portion of marketing budgets for B2B exhibitors, and a new Splash-sponsored survey from Harvard Business Review (HBR) Analytics Services [download page] confirms their budget influence, with B2B respondents allocating 29% of their budgets and B2C...

Digital Advertisers Hope to Better Dynamically Segment Audiences

Digital Advertisers Hope to Better Dynamically Segment Audiences

The vast majority (91%) of advertisers agree to some extent that they put the customer first in all their marketing efforts, according to a survey [download page] conducted by Econsultancy for MediaMath. With that in mind, it's interesting to look at what advertisers...

Texting is Now Teens’ Favorite Way to Communicate With Friends

Texting is Now Teens’ Favorite Way to Communicate With Friends

There have been numerous news articles in recent years comparing teens' likelihood to spend time together in person today compared to the past. A new report from Common Sense Media [download page] offers data suggesting that teens are communicating less in-person than...

Most B2B Marketers Report Positive ROI… If They Know What It Is.

Most B2B Marketers Report Positive ROI… If They Know What It Is.

B2B marketers are slightly more likely to say they're perceived as a "cost center" (53%) than as a "revenue center" (47%) within their organizations, according to Bizible's State of Pipeline Marketing report. That may be due to ongoing difficulties proving ROI,...

5 Interesting Points About Amazon Shopping Behavior

5 Interesting Points About Amazon Shopping Behavior

Where is Amazon's product category dominance highest? And how does Amazon compare with Google in terms of product search share and time from search to purchase? These and several other answers are provided in Jumpshot's recent Q2 2018 report, "The Competitive State of...

Will Parents Be At the Forefront of New Tech Adoption?

Will Parents Be At the Forefront of New Tech Adoption?

Consumers are fairly split on whether emerging technologies will bring improvements to people's lives or cause just as many new problems as solutions, research from Intel [pdf] has found. Predictably, youth are more enthusiastic about tech than their older...

What Are Today’s Teens Talking About? 5 Insights.

What Are Today’s Teens Talking About? 5 Insights.

Online and offline conversations are estimated to drive almost one-fifth of consumer sales in the US. So as marketers turn their attention to Gen Z, it pays to know what they're talking about, especially as a new report from Engagement Labs [download page] reveals...

Publishers: Don’t Just Focus on Platform Traffic

Publishers: Don’t Just Focus on Platform Traffic

Google has well and truly taken the lead over Facebook as a referral traffic source to online articles. But recent data from Parse.ly demonstrates that publishers shouldn't focus solely on search and social, as they represent only half the story. To give an updated...

People Don’t Like the Idea of Being Linked to Marketing Segments

People Don’t Like the Idea of Being Linked to Marketing Segments

Personalization is all the rage these days - with a primary goal being to enable 1-to-1 communication. A new survey from Selligent Marketing Cloud gives one reason why marketers - who are yet to move to individualized campaigns - may want to work on those efforts...

Three Short-Term Trends From The Latest CMO Survey

Three Short-Term Trends From The Latest CMO Survey

The latest biannual iteration of The CMO Survey [pdf] was recently released, and it contains some interesting - and at times sobering - statistics about the direction of marketing budgets and measurement. Here are 3 takeaways from the report that are noteworthy but...

Online Sources Growing for Video Content Discovery

Online Sources Growing for Video Content Discovery

The main ways by which people discover video content haven't changed much since last year. But as a new report from Nielsen [download page] reveals, online ads and social media platforms are growing in stature as sources of video content awareness. This year one-third...

B2B Marketers’ Use of ABM Grows

B2B Marketers’ Use of ABM Grows

B2B marketers appear to be integrating account-based marketing into their efforts at a greater rate this year than last, research from Bizible [download page] has found. This year more than one-third (35.9%) of marketers surveyed said that at least half of their...

The Pay-TV Industry is Benefiting from Subscribers’ Inertia

The Pay-TV Industry is Benefiting from Subscribers’ Inertia

Cord-cutting is a big story these days - and rightly so. That makes it rare to hear about people who are "loyal" to the cord. But in a new report, GfK provides a reminder that fully 71% of all US consumers not only have a pay-TV service but also have no plans to drop...

US Consumer Spending on Video Games is Soaring This Year

US Consumer Spending on Video Games is Soaring This Year

Consumer spending on the US video game industry hit $19.5 billion in the first half of this year, representing a 40% jump year-over-year, per The NPD Group. If that pace sustains itself over the course of the year, consumer spending growth on video games will more...

Brands: Avoid These Email Pitfalls

Brands: Avoid These Email Pitfalls

Email continues to be consumers' preferred form of brand communication. But that doesn't mean it's not without its faults! In a recent study, Adobe breaks down some of the most frustrating aspects of email communications, based on a survey of 1,001 white-collar...

Connected TV Device Penetration Has Reportedly Tripled Since 2010

Connected TV Device Penetration Has Reportedly Tripled Since 2010

The penetration of internet-connected TV devices - including connected smart TVs, stand-alone streaming devices (such as Roku or Apple TV), connected video game systems and/or connected Blu-ray players - has tripled in US TV homes between 2010 and now, according to...

What Could Spur Greater Use of Mobile Wallets?

What Could Spur Greater Use of Mobile Wallets?

Most adults in the US believe that mobile wallets will replace physical ones by 2025, per new research from Synchrony Financial, but data from InfoScout indicates that adoption of mobile wallets remains quite modest. So what could drive more use of mobile wallets? A...

What’s More Important: Audience or Contextual Targeting?

What’s More Important: Audience or Contextual Targeting?

Roughly 7 in 10 brand marketers find it difficult to balance audience and context, and it's not quite as simple as simply trying to achieve both, research from Sizmek [download page] has found. In surveying 522 advertising decision-makers in the US and 3 European...

Check Them Out: Google Search Ad Mobile Benchmarks

Check Them Out: Google Search Ad Mobile Benchmarks

Mobile devices are estimated to account for 60% of paid search clicks in the US, with smartphones alone representing at least half. Mobile devices' share of clicks is particularly influential on Google, so what kind of performance can advertisers expect from their...

Few Facebook Users Say They’re Using Its Watch Service

Few Facebook Users Say They’re Using Its Watch Service

It's been a year since Facebook launched its "Watch" video-on-demand service, which allows users to ad-supported original shows from independent studios. But usage of the service remains "modest," according to research on the topic from The Diffusion Group (TDG). TDG...

B2B Buyers Complain They Don’t Hear Back From Vendors

B2B Buyers Complain They Don’t Hear Back From Vendors

We've seen plenty of research from the B2B marketer side about their desire to generate quality leads and their increasing need to meet revenue quotas. So the following statistic might come as a surprise: fully 84% of B2B consumers say they rarely hear back from...

Top 15 B2B Marketing Charts of H1 2018

Top 15 B2B Marketing Charts of H1 2018

Want to get up to speed with the latest trends in B2B marketing? Check out the most popular charts with our B2B audience so far this year, with data covering topics ranging from buyers' expectations from vendors to how B2B marketers are tackling demand generation and...

Gen Z Seems A Little More Into Snapchat Than Instagram Stories

Gen Z Seems A Little More Into Snapchat Than Instagram Stories

Give a slight upper hand to Snapchat over Instagram in the Stories war, if results from a VidMob survey are to be trusted. In its research, conducted among 1,000 16-24-year-olds in the US, VidMob found that Snapchat (73%) edged Instagram (70%) for consumption of...

Which Market Research Tasks Are Likely to Be Taken Over by AI?

Which Market Research Tasks Are Likely to Be Taken Over by AI?

Nine in 10 market research decision-makers believe that artificial intelligence (AI) will have a significant impact on the industry within 5 years, but most don't know what that impact will look like, according to a report from Qualtrics [download page]. Even so, they...

CX Leaders Are Looking to Respond to Millennials’ Preferences

CX Leaders Are Looking to Respond to Millennials’ Preferences

CEOs are having trouble figuring out how Millennials' needs differ from their other customers' needs, according to recent research. Now, the 2018 NGCX Benchmark Report finds that different preferences held by Millennials are forcing customer experience (CX) executives...

Back-to-School 2018: Stats & Research Reference

Back-to-School 2018: Stats & Research Reference

Back-to-school (BTS) and back-to-college (BTC) spending are generally forecast to end up strong again this year, according to a number of recent reports. In this article, we'll briefly summarize spending trends from the NRF's back-to-school (BTS) survey, which we've...

Demand Gen Focus Sticks With Lead Quality Over Quantity

Demand Gen Focus Sticks With Lead Quality Over Quantity

Lead generation strategies are more concerned with the quality than the quantity of leads, according to a new report [download page] from Ascend2. The survey asked 229 marketing influencers - the majority of whom target B2B to some extent - their top priorities for a...

Good News. Your Email Campaigns Are Now Reaching 85% of Your List.

Good News. Your Email Campaigns Are Now Reaching 85% of Your List.

Inbox placement rates are continuing to improve in the US, with an average of 85% of promotional emails from US senders reaching the inbox in the second quarter of this year, up from 77% during the year-earlier period. That's according to Return Path's latest annual...

The Vast Majority of People Say They’re Shopping Across Channels

The Vast Majority of People Say They’re Shopping Across Channels

Very few Americans limit their shopping to exclusively online (5%) or offline (10%) channels, according to a report [download page] from Periscope By McKinsey. The survey - which included more than 1,000 US respondents ages 18-70 - found that more than half (56%) shop...

3 Interesting Stats on Youths’ Emerging Video Viewing Methods

3 Interesting Stats on Youths’ Emerging Video Viewing Methods

The newest quarterly Total Audience Report [download page] has been released by Nielsen - and it contains a bevy of stats on media usage. Here are a few interesting pieces of data that highlight the emergence of newer video viewing behaviors, particularly among youth....

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