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B2B Marketers: These Are Considered to be the Most Critical Factors Behind ABM Success
B2B marketers' use of account-based marketing (ABM) is growing, but many see the possibilities of failure owing due to executional flaws. So what's needed to drive success with ABM programs? A new report from Dun & Bradstreet (DnB) [download page] delves in, based...
Almost Half of Young Facebook Users Have Taken A Break From the Platform
Some 42% of Facebook users ages 18 and older report having taken a break from checking the site for several weeks or more at some point in the past year, according to survey results from the Pew Research Center. That includes a high of 47% of users ages 18-29, per the...
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...
One-Third of Adults Report Owning A Smart Speaker, And They’re Comfortable With Voice Tech
About 1 in 3 US adults (32%) reports owning a Smart Speaker as of August 2018, marking a 4% point increase from January of this year, according to a new survey from Adobe. The study suggests that up to half of adults could own a Smart Speaker by the time the holiday...
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...
Young People Are More Favorable to the Advertising and PR Industry
The general public in the US has traditionally had a dim view of advertising practitioners' honesty and ethical standards. But that doesn't seem to have fully translated to the advertising and PR industry as a whole, which seems to be met with more neutrality,...
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...
These Are the Brands Considered Most “Relevant” by Americans in 2018
The first two companies to hit a $1 trillion valuation are also the most relevant brands in the US. So finds Prophet's latest Brand Relevance Index, which measures brands across 4 characteristics generally shared by the most relevant: customer obsession; ruthless...
CMOs’ Growth Strategies Revolve Around Existing Markets Rather Than New Ones
CMOs in the US are budgeting more for market penetration than market development, according to the latest edition of The CMO Survey [pdf]. More than three-quarters of spending in the past year has been devoted to growth strategies designed around new and/or existing...
TV Universe Fairly Steady At 119.9 Million Homes for the Upcoming 2018-2019 Season
After climbing by 1.2 million homes last year, the number of TV homes in the US has grown by just 0.3 million this year, reaching 119.9 million for the upcoming season, according to Nielsen's latest TV Universe estimates. Some 305.4 million Americans aged 2 and older...
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
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...
Here’s How People Say Tech Fits Into Their Lives – And Will in the Future
Want to predict which new technologies will have a chance to gain widespread adoption in the coming years? One way might be to look at how people rely on technology today and might in the future, as revealed in a recent report [pdf] from Intel. The survey from Intel...
Marketers Clearly See Email As The Best Content Distribution Channel
Websites, blogs and social media are perceived to be effective channels through which to market content to prospective customers, according to a report from Ascend2 [download page]. But none are quite as popular as email, which can be integral to respondents' content...
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...
Pay-TV Cord-Cutting Slightly Eases Again in Q2 As vMVPD Subs Grow, But Losses Are Mounting
Pay-TV providers continue to face cord-cutting behavior from consumers, but Q2 2018 - just like Q1 - turned out to be slightly less painful again than in the year-earlier period. That's according to data from the Leichtman Research Group (LRG), which found the major...
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...
Most TV Households Report Having Both A Pay-TV And A Streaming Video Service
More than two-thirds (69%) of US households have a subscription video-on-demand (SVOD) service from one of the major players, up from 64% last year, 59% in 2016, and 52% in 2015. That's according to the latest annual survey on the topic from the Leichtman Research...
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
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
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
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 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
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...
Retail Spending Grows by 5.4% in H1 2018. Where Are Americans Spending More?
Retail and food service sales grew by 5.35% year-over-year during the first half of 2018, according to unadjusted figures released by the US Department of Commerce. While Americans pulled back their spending at office supplies and stationery stores (-6.7%) and at...
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
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...
Most Gen Z Shoppers Say They Often Discover Products on Social Media
Retail marketers continue to focus their energies on Gen Z and Millennial consumers, and new survey results from ViSenze indicate that doing so should include a healthy level of importance attached to social media. That's because about 6 in 10 Gen Z shoppers (ages...
Advertisers Say Blockchain’s Marketing Potential Is Yet to be Envisioned
CMOs around the world are excited about the potential for artificial intelligence, machine learning and blockchain to drive more efficient marketing spending. But it's possible that there are use cases for blockchain that haven't yet been imagined. At least that's the...
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...
Voice Commerce Might Present A Loyalty Problem for Brands, But Not Immediately
Voice commerce has the potential to erode brand loyalty, as 85% of people who have used virtual voice assistants (VVA) for purchases have at some point bought the first VVA-selected option instead of the specific brand they requested, according to a report from...
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?
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...
IM Deemed Most Innovative Communication Method; Email Still Preferred for Brand Contact
Instant messaging (IM) is the communication method that American employees believe has innovated the most over the past 5 years, according to an Adobe study. But only by a small margin: somewhat surprisingly, traditional stalwart email is in the mix, along with video...
So People Want Brands to be More Transparent on Social Media. What Does That Mean?
Transparency has in the past been pegged by consumers as one of the core values that brands should embody. New data from Sprout Social [download page] confirms the importance that adults in the US place on brand transparency, with 86% saying that it's more important...
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
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
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
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...
The Top Facebook Business Pages Are Posting More But Getting Much Less Engagement
The top 20,000 brands on Facebook aren't shying away from the platform: in fact, by the second quarter of this year, they had upped their post volume by almost 20% year-over-year, according to an analysis from Buffer and BuzzSumo. But even all the increased...
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...
Here’s Just How Powerful the Right Product Recommendations Are…
Product recommendations that don't generate any engagement from a site visitor may as well not exist - as they don't have any real impact. But the right recommendations? Well they result in significant boosts to purchase rates, average order values and even return...
Gen X Has Recovered the Wealth It Lost in the Great Recession. Others Haven’t.
A new analysis from Pew Research Center has found that Gen X is the only generation to have recovered the wealth it lost in the Great Recession. Based on an examination of data from the Survey of Consumer Finances (from the Federal Reserve), the Pew analysis shows...
First-Time Purchases Most Likely to Happen In-Store; Repeat Ones At A Marketplace
Shoppers are more likely to buy something they've never purchased before in a store than at an online marketplace such as Amazon or eBay, according to a study [download page] from Salesforce and Publicis.Sapient. The "Shopper-First Retailing" report found that half of...
Audience Identity Efforts Stymied by the Duopoly? You’re Not Alone.
US companies are poised to significantly upgrade their spending on identity solutions in the coming years as they seek to better identify their audience members, according to a report from the ANA [download page] conducted by the Winterberry Group. But they'll have to...
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
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 (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
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.
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...
Small Businesses Not Cowed by Emerging Tech Needs; 4 in 10 Likely to Invest in New Digital Platforms
Rather than seeing the shift to digital technologies and e-commerce as a burden, many small business owners are unfazed and even seeing the disruption as a positive for their business, according to the Q3 2018 Wells Fargo/Gallup Small Business Index [pdf]. In fact,...
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...
The XR Industry Is More Excited About Enterprise Than Consumer Applications
Virtual reality (VR) and augmented reality (AR) solutions are seeing faster growth with enterprises than consumers, according to an industry study [download page] from VR Intelligence and SuperData. The survey of 595 VR and AR professionals in different functions...
CMOs Want to Deliver Business Growth. These Are Their Strategic Priorities.
What's the primary role of the marketing function within an organization? Ask 1,000 CMOs around the world and most will say that delivering business growth is among their top priorities. So found Dentsu Aegis in its recently-released CMO Survey 2018 [download page]....
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....
B2B Marketers Are Protecting Data Because Their Customers Expect Them To
The GDPR is a concern - in fact it's a big concern for CMOs worldwide - and it's causing 6 in 10 B2B marketers to change their approach to privacy, according to a Demandbase study conducted by Demand Metric. However, it's not the main reason why B2B companies protect...
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...
CMOs: Data Use Presents Biggest Strategic Opportunity AND Biggest Risk
Data-driven marketing spending has been surging, and new research [download page] from Dentsu Aegis Network confirms the importance that CMOs around the world are placing on data to power their growth initiatives. But not without risk... The Dentsu Aegis CMO Survey...
Creatives Envision Tech Having A Strong Impact on Their Output, Still Face Collaboration Issues
Creative professionals and their managers don't feel that the rise of influencer marketing or the use of social media in advertising will have too much of an impact on their creative output in the next couple of years, according to a study from Wrike [download page]....
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...
Are Execs Prioritizing the Customer Experience When Considering AI Use Cases?
Marketing is all about the customer experience these days, and artificial intelligence (AI) is expected to help improve the digital user experience in coming years. But a new survey from Capgemini calls into question the extent to which business executives are...
The Public Has A Fairly Dim View of Major Tech Companies, Despite Enjoying Their Products
Few tech companies figure among the country's most reputable, per recent research. Here's one reason why that may be: fully three-quarters of American adults don't feel that major tech companies do enough to protect the personal data of their users, according to a...
Coupon Distribution Continues to Slowly Shift to Digital Promotions in H1
Promotional activity is following consumer trends: a continued preference for print, but an increasing use of digital. In a "mid-year catch up," Kantar Media reveals that FSI promotion activity declined on a year-over-year basis in H1, while the number of digital...
Only 1 in 5 Millennials Describe Themselves As Loyal to Specific Brands. Here’s What Moves the Needle.
Just 19% of Millennials in the US best describe their purchase tendencies as tending to be loyal to specific brands and largely buying from them repeatedly. That's according to a report from Morning Consult [download page], which instead found that most either usually...
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...
Retail Marketing Leaders Are Talking Revenue Growth. Who Do They Need to Get Buy-In From For Their Initiatives?
Retail marketing leaders at companies with at least $100 million in annual e-commerce sales are focused on showing results, according to a survey from Nanigans. Indeed, their top 3 priorities are all growth-focused: improving ROI/boosting sales; customer acquisition...
Connected TV Viewing Continue to Rise, And That Looks Like Good News for Advertisers
Connected TV devices have already overtaken smartphones in premium digital ad views on FreeWheel's platform. Now it's Extreme Reach's turn. In its Q2 2018 video benchmarks report, Extreme Reach reveals that 38% share of impressions during the quarter were served to...
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...
It Looks Like Some Companies Are Struggling to Get Buy-In for ABM Efforts
Account-based marketing began a strong resurgence in popularity a few years ago, but apparently not all are sold on it as yet. In its recently-released ABM Outlook Survey 2018 [download-page], Engagio found that getting buy-in was the biggest challenge for ABM...
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
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
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...
1 in 2 Youth Say They’ve Shopped Online for Groceries in the Past Year
1 in 3 American adults reports having shopped for groceries online in the past year, according to a survey of 1,000 US adults from Adobe Digital Insights (ADI). The trend towards online grocery shopping is being driven by... surprise: youth. Indeed, half of...
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
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...
Instagram Users Associate Brand Content With the Feed, But Value It More in Stories
Instagram Stories boasts more than 400 million daily users, and recent research from Facebook IQ indicates that brands can make their presence felt there. In a survey of 2,400 Instagram users ages 13-55 in the US, Facebook IQ found that one-third had become more...
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...
Rising Familiarity With Sharing Services Not Necessarily Resulting in Better Perceptions of Them
Some 83% of US adults report being familiar with at least one sharing economy service used for traveling, such as AirbnB, Lyft, or HomeAway, according to a recent report from Ipsos and Allianz Global Assistance. That's up from about two-thirds (66%) expressing...
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...
Smart Speaker Owners Starting to Default to Their Devices For Audio
Streaming music is one of the most common uses of Smart Speakers, and there's evidence now that Smart Speaker owners are beginning to default to their devices for all their audio needs. Indeed, Smart Speaker owners are more likely to listen to audio most often on...
This Chart Reference Guide Provides Updated Household Penetration Rates for 26 Tech Products
For the first time the three most-owned devices in US households are screen devices, says the Consumer Technology Association (CTA) in announcing the results of a recent study. It may not be surprising that TVs remain virtually ubiquitous and smartphones rapidly...
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
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...
Multicultural Audiences Show Strong Appetites for Music Streaming Services
Radio continues to be "the top reach vehicle" for both Black and Hispanic adults, declares Nielsen in a recent report [download page], noting that among people ages 12 and older, Black and Hispanic consumers make up more than 30% of the national radio audience. The...
A B2B Buying Process Timeline Indicates That Vendors Can Engage Buyers Early
Almost half of B2B buyers indicate that they're spending more time researching purchases, according to Demand Gen Report's 2018 B2B Buyers Survey Report [download page]. But separate results from the study suggest that the timeline hasn't elongated too much, and that...
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
[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
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
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
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
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...
These Tech Systems Will Help Enable Real-Time Customer Efforts, Business Leaders Say
Six in 10 business leaders at large companies believe that it's extremely important to deliver real-time customer interactions across touch points and devices today, and 8 in 10 feel that it will be extremely important in 2 years' time, according to a SAS-sponsored...
Events Have Different Purposes and Strategic Considerations for B2B, B2C Companies
B2B and B2C companies approach events with different goals in mind, though they do share some primary objectives, according to a report [download page] from Opus and Event Marketer. Both groups look to drive sales revenue as well as educate customers, prospects and...
The Top Skills Needed to Get the Most Out of Customer Data Platforms, According to Enterprise Execs
Half of executives at enterprise-level organizations believe that they're facing a high level of risk over the next 5 years from technology-driven disruption by startups or innovations by incumbent companies. That's according to a report from Treasure Data and Forbes...
In This $20B+ Industry, More Than 60% Don’t Have A Standardized Process for Measuring ROI
North American sponsorship spending is expected to grow by 4.5% this year to exceed $24 billion, according to recent estimates from ESP Properties. But as a new study from the ANA points out, few marketers who are involved in sponsorship and its measurement have a...
Advertisers Are Still Faced With Cross-Channel Problems, And They May Not Be Solved That Soon
Three-quarters of digital and TV advertising decision-makers currently use cross-channel campaigns and another fifth (22%) plan to within the next year, according to a report [download page] commissioned by 4C and conducted by Advertiser Perceptions. But while most...
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
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...
Americans Still Love Small Businesses; Skepticism of Big Corporations Eases Slightly
Two-thirds of the American public holds either a great deal or quite a lot of confidence in small business, reports Gallup in a recent survey. While confidence is small businesses has eased slightly from the past couple of years, it remains leaps and bounds ahead of...
Why People Use Social Media – And How They Think Brands Should Use It
Social media is most frequently used to connect with friends and family, as two-thirds of people across 9 countries use social for this purpose on at least a weekly basis. So finds Edelman's Special Report: Brands and Social Media [pdf], which surveyed 1,000...