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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....

Streaming Video Quality Improves

Streaming Video Quality Improves

Most online video service providers believe that their quality and reliability will soon match or exceed traditional TV. And recent trends suggest they're headed in the right direction. A new report from Conviva [download page] - which measures some of the largest...

These Are the Highest-Ranking Brands With American Adults

These Are the Highest-Ranking Brands With American Adults

What do you get when you mix consumer perceptions of a brand's quality, value, satisfaction, and reputation, along with impressions of the brand and propensity to recommend it? Overall brand health, per YouGov's BrandIndex, which has released a list of the brands that...

Native Formats Capturing Bigger Shares of Advertisers’ Budgets

Native Formats Capturing Bigger Shares of Advertisers’ Budgets

National advertisers involved in native advertising, branded content and TV integrated marketing are devoting ever-larger proportions of their TV and digital budgets to these efforts and reporting greater maturity with native advertising, according to research made...

Top 15 B2C Marketing Charts of H1 2018

Top 15 B2C Marketing Charts of H1 2018

From media and advertising trends to demographic data and social media usage, our collection of H1 2018's top B2C marketing charts showcases some of the more important stories running through the industry while also highlighting some must-have resources for marketing...

Advertisers Say Audience Data Accuracy is Important. How Important?

Advertisers Say Audience Data Accuracy is Important. How Important?

Six in 10 marketers are concerned with the quality of data available from data providers and sellers, reports Lotame in a recent study [download page]. But that concern doesn't seem to always be translating into action: only two-thirds consider the quality of audience...

These CPG Categories Should Advertise On These Podcast Genres

These CPG Categories Should Advertise On These Podcast Genres

The US podcast advertising market is on the rise, having almost doubled last year by one estimate as listeners seem open to ads. But simply throwing money at podcast audiences probably isn't the best approach for advertisers. So advertisers take note: a new Nielsen...

Dissatisfaction With Social Media Privacy, Ad Loads Deepens

Dissatisfaction With Social Media Privacy, Ad Loads Deepens

On a general level, users of social media sites in the US are less satisfied with those platforms than customers of dozens of other industries, according to a report [download page] from the American Customer Satisfaction Index (ACSI). In fact, social media ranks 42nd...

Here Are the Most Popular Podcast Genres

Here Are the Most Popular Podcast Genres

Podcast audiences continue to grow, but which genres are proving most resonant with listeners? A new report [download page] from Nielsen examines the genres with the broadest popularity in US households, along with those that boast the most avid listeners. The top 5...

Large B2C Brands Are Struggling to Optimize Their Marketing Budgets

Large B2C Brands Are Struggling to Optimize Their Marketing Budgets

The majority (60%) of budget decision-makers at B2C brands with at least $1 million in annual marketing spending report not being very confident in their team's ability to determine the most effective way to allocate their marketing budget. That's according to a new...

These Industries Spent the Most on Advertising in Q2

These Industries Spent the Most on Advertising in Q2

Retail may be leading the charge in digital advertising spending, but agency holding group data released by Standard Media Index (SMI) suggests that the Telecom industry was the largest spender on the overall national advertising market during the second quarter of...

MarTech’s Evolving More Rapidly Than Marketers’ Use of It

MarTech’s Evolving More Rapidly Than Marketers’ Use of It

More than two-thirds of marketers don't think there's such a thing as the "perfect stack" for marketing technology, believing instead that it's always a work in progress. Trouble is, they may not be keeping pace with tech advancements, according to Walker Sands' 2018...

Instagram’s Getting Meaningful Ad Spend Relative to Facebook

Instagram’s Getting Meaningful Ad Spend Relative to Facebook

Instagram's catching up to Facebook in daily usage, and it's slowly making its way on the advertising front, too. Merkle's latest quarterly Digital Marketing Report (DMR) [download page], covering Q2 activity by its clients, reveals that the median advertiser spent...

Healthcare Ads Drive Action Among People With A Diagnosed Condition

Healthcare Ads Drive Action Among People With A Diagnosed Condition

US adults are increasingly looking for health information online - to the extent that half say the internet is the first source they go to when researching health and wellness, according to data released by Kantar Media from its 2018 MARS Consumer Health Study. Given...

Email, Paid Search Said Easiest to Analyze; Content & Video Tougher

Email, Paid Search Said Easiest to Analyze; Content & Video Tougher

Measuring marketing attribution is very important to the vast majority of marketers, reports Ascend2 in a new study [download page] involving 226 marketing influencers fairly evenly split between B2B and B2C channels. Although two of the top priorities for measuring...

The State of Email Marketing

The State of Email Marketing

[Sponsored by Return Path] The email marketing landscape continues to evolve but there is at least one constant: competition for attention in the inbox remains fierce. The sheer volume of marketing emails sent daily has made it harder than ever before for marketers to...

CMOs Own CX, But Not the Tech

CMOs Own CX, But Not the Tech

The CMO has gained more responsibility for the customer experience (CX) in recent years, and brand marketers have made the customer experience their top priority this year. A new SAS-sponsored report [download page] conducted by Harvard Business Review Analytics...

Amazon Ad Spending Continues to Accelerate

Amazon Ad Spending Continues to Accelerate

Jeff Bezos is getting richer... and spending on Amazon ads is growing, quickly. During the first half of 2018 Amazon's advertising revenue grew by 36% year-over-year, reports Standard Media Index (SMI), which sources data directly from agency invoicing systems. That...

Live TV Cedes Status As Default First Source of TV Content

Live TV Cedes Status As Default First Source of TV Content

More than 8 in 10 American households have access to at least one on-demand TV service, and the proliferation of these content sources is having a dramatic effect on TV viewing behavior, according to a new report from Hub Entertainment Research. In its latest analysis...

B2B Marketers Identify Their Expectations for AI

B2B Marketers Identify Their Expectations for AI

Only half of B2B marketers are using artificial intelligence (AI) in their marketing strategy and few are very confident of their level of knowledge of AI in the context of marketing technology. At the same time, they hold high expectations for the benefits afforded...

Which Industries Spend the Most on US Digital Advertising?

Which Industries Spend the Most on US Digital Advertising?

Digital advertising in the US continues to grow quickly, with one estimate suggesting it's now a $30 billion larger market than TV advertising. Which industries are contributing most to digital advertising's rapid ascent? Recent figures from eMarketer break out...

Music Streaming Continues to Surge in H1

Music Streaming Continues to Surge in H1

The number of on-demand music streams grew by 41.6% year-over-year during the first half of 2018, according to Nielsen's latest look at the industry [download page]. Music audio streams (+45.4%) continued to grow at a faster rate than music video streams (+34.7%), but...

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