This month’s quick-hit set of top charts includes the following topics: marketers’ changing media mix; online channel goals and digital metrics; top concerns among CMOs; content marketing’s effectiveness; the most-desired brand video types; social’s growing impact on TV; and consumer spending patterns by category and generation.
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Almost 6 in 10 will add new software and tools, and a similar portion will update their data infrastructure.
Only about one-third of marketers surveyed are able to determine the ROI of their company’s direct mail efforts.
US CPG sales grew by 8.4% last year.
Some 37% of adults ages 65 and older say they currently buy physical newspapers.
However, they’re less likely to be open to new brands in the personal electronics category, where Apple is a fixture.
Almost two-thirds don’t recommend alternative products when a search returns zero results.
Marketing sits in the middle of the various corporate functions for planned increases, but at the top for expected cuts.
Roughly 1 in 7 Gen Zers turns to TikTok when they want to start researching a major news event.
US marketers are ahead of their counterparts in the UK and EU in terms of data-driven culture and martech utilization.
More than 7 in 10 aim to increase their digital CX spending this year.
Paid search traffic converts better than organic search and social traffic.
Creating inclusive ads and content is one way that brands can demonstrate support for diverse communities.
The average click rate on e-commerce brands’ SMS campaigns slipped last year, but was generally in line with figures from 2020.
Data governance is a key priority this year, as is improving data-driven culture and data literacy.
A majority of Americans ages 35-54 now report listening to podcasts on a monthly basis.
People don’t necessarily need to agree with brands’ stances, but just know that their point of view has been heard.
Influencers with smaller follower counts tend to have the highest engagement rates, but not always the lowest costs per engagement.
About 7 in 10 adults surveyed believe that most of the companies they do business with need to improve their CX.
Some 42% of Americans ages 12-34 reported using Discord, ahead of Twitter and Pinterest, among others.
Smaller, repeatable events are touted as a way to create consistent experiences for customers.
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