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These Factors Are Driving Budget Increases for B2B Tech Marketers

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

Tech Adoption Among Americans Ages 50 and Up Sees Steady Growth

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

US 2019 Consumer Technology Forecast

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

Mobile Gaming Friction Leads to Wasted Ad Spend

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

Parents Show Above-Average Adoption of Subscription Services

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

Ride Hailing Apps Grow in Popularity

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

What Are Brand Marketers’ Top Challenges in 2019?

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

The Most Popular Radio Formats of 2018

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

These Issues Proved Most Important to B2C Content Marketers in 2018

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

ABM Initiatives Mean B2B Marketers Need More Account Data

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

Responsiveness on Social Media Drives Millennials’ Loyalty

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

Advertising Professionals Remain Distrusted by the Public

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

What B2B Tech Marketers Are Planning for 2019

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

Trust and Transparency Key to Success for Influencer Marketers

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

How Direct Response Marketers Are Allocating Their Budgets

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

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

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

Mobile Email Click-to-Open Rates Jump in Q3

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

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

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

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

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

Loyalty is Fleeting, Consumers Say

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

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

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

Smartphones Reportedly At Half of B2C Email Clicks in Q3

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

Where B2B Marketers Need Help With ABM

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

Business Leaders Take Note of Their Customers’ Increasing Power

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

[Email Benchmark Report] Mobile, Database and Purchase Metrics

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

Company Culture and Transparency Rank High in Attracting Customers

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

How the Median Age of TV Viewers Differs Across Platforms

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

The Top 5 Most Popular Categories Purchased Online Are…

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

How Marketers Are Using Video In 2018

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

Agencies Seem Confident in the Year Ahead

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

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

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

E-Commerce Grows in the Fashion Industry

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

The 10 Brands Topping the US Customer Advocacy Rankings in 2018

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

Brand Trust Matters… A Lot.

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

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

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

Private Label Purchase Intent, Value Perception Remain High

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

How Corporate Marketers Use Event Data

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

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

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

B2B Marketers Focus on Early-Stage Content

Nearly half (47%) of the content created by B2B marketers in 2018 was created for the early stage of the buyer's journey, according to a recent study [PDF] from the Content Marketing Institute. Creating content targeted at the top of the funnel aligns with the reasons...

Free Report: Global Email Deliverability Benchmark

[Sponsored by Return Path] Email marketers have had a busy year. With GDPR coming into effect and mailbox providers like Gmail, AOL, and Yahoo making changes to their platforms and infrastructure, there has been no shortage of challenges. Even with all of these...

C-Suite Execs See Tech Disruption As More Opportunity Than Threat

Fully 71% of C-suite executives around the world believe that artificial intelligence (AI) will be a game-changer for economic growth and competitiveness, according to a report from A.T. Kearney [pdf]. That type of optimism surrounding emerging technologies is...

Organic Search’s Share of Site Visits Stabilizes

Under pressure from a greater number of search ads and the rise of social platforms, organic search's contribution to brand site visits has been falling over the past couple of years. But that appears to have stabilized in recent quarters, according to new data from...

Agencies’ Snapchat Ad Spend Primarily Directed to SnapAds

Snapchat advertising spend by national marketers was projected to have increased by 10% in Q3 and by 8% through the first 9 months of the year, according to recent figures from Standard Media Index, which sources its data directly from the invoices of 5 of the 7 major...

MarketingCharts’ 2018 Reader Survey

Hi readers – we're running our latest reader survey and would appreciate your input! We know you're inundated with survey invitations (as we are), but if anyone recognizes the power of research, it should be us – and you! So while it is a significant ask, we'd really...

Instagram Stories Picking Up More of the Platform’s Ad Spending

Instagram has been getting meaningful ad spend relative to Facebook in recent months, and new data from Marin Software again indicates that it's becoming a more important part of Facebook's monetization strategy. In Q3, Marin indicates that its client advertisers...

B2B Salespeople Say They Get the Best Results From Referrals

Word-of-mouth is the most powerful purchase influencer for consumers - and it works in B2B too. A new study [download page] from ValueSelling Associates finds salespeople pointing to referrals as the most effective method for reaching prospects, far ahead of any other...

Does Marketing “Own” The Customer? For Most, Yes.

A majority of marketers and digital professionals agree that the marketing function within their business "owns" the customer, according to an Econsultancy report [download page] sponsored by SAP Customer Experience. The study links assignment of ownership of the...

How Sophisticated Are Digital Content Strategies and Efforts?

Content and digital marketers have buy-in for their efforts, that much can be said. Fully 86% either agree (50%) or somewhat agree (36%) that executive leadership fully supports and invests in using content to achieve business goals, according to Altimeter's "2018...

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