Social media is perceived to be the most effective tactic for both top-of-funnel and bottom-of-funnel goals.
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CMOs’ Major Resource Allocations to Remain Steady Amid Budget Pressures
Three in 4 CMOs are facing pressure to “do more with less.”
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Podcasters Reportedly Have More Influence on Listeners Than… Influencers
Podcast listeners say that hosts’ influence matters more to them than social media influencers.
1 in 4 Adults Have Made A Purchase Based on an Influencer’s Recommendation
Adults ages 30-44 are the most likely to have made a purchase based on an influencer recommendation, with 42% reporting having done so.
Word-of-Mouth Seems to be More Influential Among Older than Younger Adults
A sizable portion of 18-29-year-olds report turning to TikTok for research before making a big purchase.
Consumers Value Authenticity When Learning About Brands on Social Media
Consumers find relatable personalities to be their most appealing influencer type.
Budgets for Creative Are Under Pressure. Where Will Investments be Prioritized?
Slightly more will prioritize targeted promotions and activations than brand-building and awareness.
How Are Marketers Paying Influencers?
One of the biggest pain points marketers say they have when working with influencers is determining rates or making payments.
Where Are Millennials Getting Shopping Inspiration These Days?
Celebrities and digital influencers aren’t top sources of shopping inspiration.
Influencer Marketing Cost-per-Engagement Benchmarks
Influencers with smaller follower counts tend to have the highest engagement rates, but not always the lowest costs per engagement.
US Offline Media Spend in 2022 and the Outlook for 2023
US offline media spending grew by 4.2% year-over-year in 2022, but will inch down this year.
US Online Media Spend in 2022 and the Outlook for 2023
Total US online media spending is expected to grow by 10.8% this year, capturing 6 in 10 media ad dollars.
5 Points About US Podcast Advertising in 2023
Over the past couple of years, podcast ad revenues have shifted from direct response to brand-building.
How Are Shoppers Getting to Product Detail Pages?
More than one-quarter report often arriving at product detail pages from social media.
Mobile Banking Apps Grow in Popularity
Only 18% of Americans say they don’t use smartphone banking, down from 28% in 2019.
Budgets for Creative Are Under Pressure. Where Will Investments be Prioritized?
Slightly more will prioritize targeted promotions and activations than brand-building and awareness.
How Are Marketers Paying Influencers?
One of the biggest pain points marketers say they have when working with influencers is determining rates or making payments.
Where Are Millennials Getting Shopping Inspiration These Days?
Celebrities and digital influencers aren’t top sources of shopping inspiration.