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These Are the Fastest-Growing Large Cities in the US

Americans seem to be migrating to Southern cities. That's the word from the Census Bureau, which reveals that 8 of the 15 cities or towns with the largest gains in population between 2016 and 2017 were located in the South. Furthermore, 10 of the 15 fastest-growing...

What’s the CMO’s Role in Driving Growth? 5 Insights

One of the most critical traits of an effective CMO is to play a key role in company growth initiatives, according to recent research. So how are organizations defining growth, and where can CMOs make an impact? A new report from Deloitte and the CMO Council delves...

Two-Thirds of the US 13+ Population Play Videogames

The gaming audience continues to expand. In fact, two-thirds (66%) of Americans ages 13 and older self-identify as gamers, up from 58% in 2013, according to a Nielsen study [download page]. Gamers are spending an average of 11% of their leisure time with video games...

Mobile Phones Lead in Q1 Video Ad Impressions, Click-Through Rates

Mobile devices - particularly mobile phones - continue to outpace other devices in video ad impressions, though their dominance is receding at the hands of connected TV devices, reports Extreme Reach in its Q1 2018 Video Advertising Benchmark Report. For the quarter...

What Shoppers Want From the Online Experience: 3 Insights

Online shoppers enjoy using mobile devices for their e-commerce activities, but a great online shopping experience depends on more than just ease-of-use on mobile devices. That's according to a report from Namogoo [download page], which surveyed almost 1,400 online...

Another Marketing Data Challenge: Telling the Right Stories

Much has been made of the difficulties marketers face with accessing data, integrating data across technologies, and even trusting their data. But some companies are facing an even bigger problem, according to Widen's 2018 Connectivity Report [download page]: telling...

Which Companies Are the Most – and Least – Trusted in the US?

Only half of Americans trust business as an institution, per recent research, a problem given that trusting relationships are considered critical for customers, who are more likely to buy and recommend products from trusted companies. So which companies are the most -...

New Parents Join Online Communities, Get Info From Social Media

Most new parents in the US are members of at least one online community, and both online parenting and online buy-and-sell groups prove popular with these individuals, according to a Facebook IQ survey. The study results indicate that parents of newborns (38%) and...

What’s Standing in the Way of More Mobile Shopping?

Here's an unexpected finding: the percentage of e-commerce sales made using a mobile phone decreased last year. That's according to a report from Forrester Research [download page], which says that mobile phones accounted for 36% of online retail sales last year, down...

Half of OTT Video Streamers Account for 90% of Viewing Time

Close to two-thirds (63%) of US households with Wi-Fi streamed video content on OTT devices in February 2018, reports comScore, a figure that aligns with Nielsen data showing that 59% of all US homes had an internet-enabled device capable of streaming content to the...

Omnichannel Shoppers Spend Far More Than Online-Only Customers

People who shop both online and offline are far more valuable customers than those who limit their shopping methods to e-commerce only, according to a report from Criteo [pdf]. The study examined global data from retailers combining online and offline sales data,...

US Online Ad Revenues Grow by 21% in 2017: 10 Notes

Online ad revenues in the US grew by 21.4% year-over-year in 2017 to total $88 billion, per the latest revenue report from the IAB and PwC [pdf]. Revenues for the fourth quarter were up by about 21% year-over-year as the shift to mobile continued. Here are 5 takeaways...

B2B Firms Struggle With Data Activation

B2B marketers and salespeople on average make about half of their decisions based on intuition and experience rather than quantitative data analysis, according to a commissioned study [download page] conducted by Forrester Consulting on behalf of Dun & Bradstreet....

Video Streaming Device Users Still Rely on Traditional TV

In November of last year, some 65.3 million US homes (or 59% of the total population) had an internet-enabled device capable of streaming content to the TV, such as a video game console, smart TV and/or multimedia device. So says Nielsen in its latest Local Watch...

Retargeting Ads Have Weak Appeal With Consumers

Retargeting is considered to be one of the most effective tactics for driving search and social advertising performance. But shoppers have different ideas about the value of retargeting, according to a new study from Nanigans. To arrive at its conclusions, Nanigans...

CMOs Identify 4 Areas in Need of Improvement in Marketing

CMOs' average tenure may have slightly rebounded this past year, but that doesn't mean the position doesn't come with a hefty amount of pressure. So what areas do CMOs see as needing improvement? A recent report from Korn Ferry [download page], based on a survey of...

These Brands Are Considered the Strongest by Mothers

Netflix tops all others in brand health, according to women in the US with kids under the age of 18. That's according to the latest YouGov brand rankings, which revealed the top 10 brands among mothers, based on a composite score covering 6 brand health metrics:...

Google Search CPCs Decline for B2B Advertisers

The average cost per click (CPC) for a B2B search ad on Google in Q1 2018 was $1.75 in the US, says Marin Software in analyzing a sample of its client base for its latest quarterly benchmarks report [access page]. Perhaps more important than the actual figure is the...

Average CMO Tenure Rebounded in 2017

The average tenure of CMOs at 100 of the most advertised consumer brands in the US has rebounded after a couple of years of decline. That's according to the latest annual analysis from Spencer Stuart, which also notes that fewer CMOs have been in their current role...

Multi-Step Welcome Emails Prove Popular With Email Marketers

Marketers have plenty of room for improvement when it comes to marketing automation, according to a survey of GetResponse customers and Smart Insights members [pdf]. Just 1 in 5 say they use most or all marketing automation features available to them, and even fewer...

Tech Update: Mobile & Social Media Usage, by Generation

Millennials continue to be the generation with the broadest access to smartphones and the heaviest use of social media. But Gen Xers are more apt to be using tablets and a majority of Boomers are also "embracing" digital technologies, according to a report from the...

2017 Webinar Benchmarks: 7 Highlights

What can you expect when running a webinar? ON24 dug into its data and has provided benchmarks from an analysis of almost 20,000 webinars (with at least 100 attendees) conducted on its platform in 2017. Here are some quick highlights from the report [download page]....

Non-Profits Increase Their Email List Sizes, Campaign Volume

Non-profits sent 11% more emails in 2017 than in 2016, averaging 66 messages per subscriber throughout the year, according to the latest annual M+R Benchmarks Study. Fundraising emails comprised the largest overall segment, at roughly 2 per month (25 annually),...

Americans’ Sense of Frugality Largely Persists

More American adults believe they've been spending less money in recent months (35%) than more (30%), a pattern that has persisted since the recession, per new Gallup data. However, the gap between spending less and spending more continues to narrow, and for the first...

How B2B Buyers Feel About Sales Reps: 6 Insights

How does sales outreach look and feel from the buyer's side? That's the question ValueSelling Associates wanted to tackle in its "Sales from the Buyer's Perspective" study [download page], conducted with Training Industry, through a survey of 260 respondents with...

Small Business Owners Rely Most on Email Marketing

Most small business owners are self-taught when it comes to marketing and promoting their businesses, according to results from a Constant Contact survey. And while most do some form of marketing for their businesses, fewer than half consider themselves "marketing...

Short Video Ads Capture Mobile Advertisers’ Fancy

Almost two-thirds (64%) of advertisers involved in mobile advertising hiked their mobile ad investments last year, and even more (67%) expect to increase their spending in the coming year, according to a report from Advertiser Perceptions. So which mobile ad formats...

Amazon Ad Spending Enjoys Strong Growth Again in Q1

The median advertiser spent almost twice as much on Amazon Sponsored Product Ads (+96%) and Headline Search Ads (+90%) in Q1 2018 as they did a year earlier, reports Merkle in its Q1 2018 Digital Marketing Report [download page]. Spending growth accelerated in Q1 as...

US Corporate Reputations Decline; Brands Face Authenticity Deficit

Corporate reputations in the US have diminished this year compared to 2017, according to the Reputation Institute's "US RepTrak® 100" presentation [download page]. Only about half of consumers trust companies to do the right thing, down from 62% last year, and just...

Marketing to IT Buyers: 2 Key Insights

Research finds that IT buyers believe they're contacted by marketers and sales reps more than 20 times per week on average. As such, understanding what influences purchases both inside and outside the workplace is paramount for B2B marketers wishing to break through...

Who Holds the Most Favorable View of Big Tech Companies?

The evidence is becoming clearer and clearer that few adults trust Facebook - at least in the wake of the Cambridge Analytica scandal. Indeed, research from YouGov and The Economist [pdf] finds that only a slim majority (54%) of those with an opinion of Facebook have...

What Benefits Do Smaller Agencies Offer Brands?

Two-thirds of enterprise companies expect to use a small or medium-sized agency in the next year instead of their Agency of Record (AOR) for marketing projects, per recent research from Globality conducted by the Economist Intelligence Unit. A new study [pdf] from...

Will Mobile Ad Spending Exceed TV in the US This Year?

It's no secret that mobile ad spending has been gaining steam in the US, at last count comprising 54% of all online ad revenues as of H1 2017. A new forecast from eMarketer takes things a step further, calling for mobile to be the single largest advertising medium...

Top 25 Marketing Charts of Q1 2018

From content and advertising trends to internet use, B2B marketing and budgets, our collection of Q1 2018's top marketing charts showcases some macro trends running through the industry while also paying heed to some of the more effective channels and tactics being...

App Benchmarks Show Improving Engagement, Power of Push

Close to 4 in 10 app users (38%) launch an app at least 11 times, considered the benchmark of app retention, according to the latest mobile app benchmarks from Localytics. The analysis, which covers usage of 37,000 mobile and web apps from May 2017 through February...

3 in 4 Americans Went to the Movies Last Year. Who Were They?

Three-quarters of the US population went to a movie at the cinema at least once last year, reports the Motion Picture Association of America (MPAA) [pdf], and roughly 1 in 8 (12%) could be deemed frequent moviegoers in claiming to attend at least once a month. These...

Facebook and Cambridge Analytica: Privacy Concerns Run High

Facebook daily visits seem to have been largely unaffected in the wake of the Cambridge Analytics scandal that broke in mid-March, but some users are reporting deleting their accounts and privacy concerns are high, according to several pieces of recently-released...

These Were the Top Radio Advertisers in 2017

AM/FM radio continues to be the medium with the broadest reach among US adults, details Nielsen in its Audio Today 2018 report [download page]. In fact, AM/FM radio's monthly reach of 243.4 million US adults outpaces even search sites (197.5 million) and social media...

AI for Email? Marketers Enthused, but Not Without Concerns

Virtually all (96%) marketers are confident that machine learning can personalize email content down to an individual's specific interests and improve the customer experience, according to a survey [download page] of more than 400 US marketers from The Relevancy...

So Informative Content Helps. But What Kind of Information?

There's been plenty of research of late indicating that people value informative brand content, and a new report from Meyocks [download page] backs that up: 9 in 10 consumers surveyed for the report agree that brands should provide value-added information to their...

Shoppers: Transparency About Data Use Would Encourage More Sharing

Almost two-thirds of online shoppers in the US and Canada are much more comfortable sharing information about themselves when brands proactively tell them what their information will be used to do, according to a study from Vision Critical. The survey, conducted among...

How Are Marketers Using Social Analytics Data?

Social analytics data is most commonly used for community management and engagement, reports NetBase [download page] in a survey of more than 700 marketers in the US and Canada, half of whom are from companies with at least $100 million in annual revenues. Some 72% of...

How B2B Buyers Engage With Content: 4 Insights

Half of B2B buyers say they now rely more on content to research and make purchase decisions, and most are placing a higher emphasis on the trustworthiness of the source of the content, according to the 2018 Content Preferences Survey Report [download page] from...

Youth See Social As A More Relevant Advertising Channel Than TV

Both Gen Z (18-19) and Millennials (20-36) are more likely to see social media as a relevant advertising channel than TV, banner ads and streaming video, according to the State of Digital Advertising 2018 report from Adobe Digital Insights (ADI). That stands in stark...

Influencer Content Sways Youth Who Engage With It: 4 Insights

Influencer content is likely to find a trusting youth audience, per results from a study by Fullscreen and Shareablee. In fact, almost 4 in 10 18-34-year-olds are more likely to trust what an influencer says about a brand than what the brand says about itself,...

Agencies Say Research Can Improve the Pitch Process

Only 1 in 4 ad agency professionals are satisfied with the pitch process, per results from a Provoke Insights survey [download page]. Client-side marketers surveyed as part of the report feel that creativity and a true understanding of the company's goals and...

Video Ad Engagement Benchmarks in 2017

Video ad click-through rates fell last year, but completion and viewability rates both improved, as did the fraud rate, per Extreme Reach data. The firm analyzed billions of video ad impressions across desktop, mobile, and connected TV from 2015 through 2017 to...

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