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B2B Companies See Purpose As A Path to Success

B2B Companies See Purpose As A Path to Success Employee advocacy could be a benefit B2B companies accrue from embracing purpose.

For some time now, purpose has been an important factor when it comes to consumers feeling loyal to and having a connection to a company. While purpose has been a driving factor for B2C businesses, B2Bs are also recognizing the role purpose plays in setting... READ MORE
What Reasons Do Consumers Give for Loving Brands?

What Reasons Do Consumers Give for Loving Brands? Excellent communication is one factor leading to brand love.

About half (49%) of North American consumers say they “love” somewhere between 1 to 5 different brands, while some don’t love any particular brands at all. So, why do consumers fall in love with brands? A survey from Localytics aimed to find that out. As it... READ MORE
More Than Half of US Marketers Forecast to Use LinkedIn Next Year

More Than Half of US Marketers Forecast to Use LinkedIn Next Year This estimate comes amidst news that marketing spend on LinkedIn grew by 42% in 2019.

LinkedIn may be a professional social network typically associated with recruiting, but marketers of all stripes have increasingly been viewing it as a valuable marketing channel. Indeed, the latest forecast from eMarketer estimates that next year will see... READ MORE
Super Bowl 2020 Data [Updated]

Super Bowl 2020 Data [Updated] Here's a look at the Super Bowl's ad "winners," costs, stats and effectiveness.

Good news for advertisers: Super Bowl 2020 ratings lifted somewhat after a 10-year low last year. But how did this year’s ads fare? Were they as exciting as the Kansas City Chiefs’ impressive 4th quarter recovery to take the coveted trophy? Here’s a look at... READ MORE
What Do Marketers Want from New MarTech Investments?

What Do Marketers Want from New MarTech Investments? Given all the martech tools available to them, marketers prioritize ease of use and integration.

As companies continue to increase their investment in martech, especially in North America, making use of all these technologies as well as having them work together efficiently is a hurdle many firms are still working to get over. Two-fifths (39%) of the... READ MORE
Consumers Ascribe Greater Purchase Influence to Peers Than Ads

Consumers Ascribe Greater Purchase Influence to Peers Than Ads About 1 in 3 consumers will share an ad that they enjoy.

Recommendations from friends and family have always ranked as one of the biggest influencers when it comes to purchasing decisions, as have online reviews. Horowitz’s most recent report, concerning the State of Consumer Engagement, provides more such... READ MORE
Is MarTech Helping Retailers Achieve Their Marketing Goals?

Is MarTech Helping Retailers Achieve Their Marketing Goals? Customer acquisition and retention are top retail marketing goals for 2020.

This year, customer acquisition continues to be a top priority for retail marketers, with 45% ranking winning new customers as one of their top-3 objectives for 2020. But customer acquisition is not the only focus for marketers: improving customer experience... READ MORE
Youth Aren’t Keen on Amazon’s Environmental Impact

Youth Aren’t Keen on Amazon’s Environmental Impact A large share of shoppers are indifferent to Amazon's environmental impact.

As one of the first places shoppers head when they know what they want to buy, Amazon has become a mainstay in many shoppers’ lives. Indeed, more than three-quarters (77%) of shoppers say that they buy up to half of their products and goods from the... READ MORE
Where is the CMO Exerting the Most Influence?

Where is the CMO Exerting the Most Influence? More than 6 in 10 CMOs say they are leading the conversation on customer experience.

The role marketing plays within an organization is not the same as it used to be, and by extension, the role of CMO has changed as well. So, what does the role of CMO look like and in which areas do CMOs have the most influence? Here’s what a survey of 400... READ MORE
Here’s How PR Pros Are Using Social Listening

Here’s How PR Pros Are Using Social Listening Few report using social listening for newsjacking, although this practice is considered highly effective.

PR professionals have a wider variety of responsibilities these days, going beyond just pitching to journalists. In a survey of 3,700 global marcomm professionals, a new report [download page] from Talkwalker finds that the majority of respondents consider... READ MORE
Fewer Consumers Will Stay Quiet About a Bad Experience Than a Good One

Fewer Consumers Will Stay Quiet About a Bad Experience Than a Good One Older consumers are more likely to keep a bad experience with a company quiet.

With consumers feeling less loyalty towards brands and the power of word-of-mouth remaining a strong influencer in purchase decisions, it’s vital for businesses to offer an outstanding customer experience. Further evidence for this is seen in research... READ MORE
Communications Pros Struggle With Tightening Budgets, Measurement

Communications Pros Struggle With Tightening Budgets, Measurement The biggest measurement problem is aligning metrics to revenue or other vital KPIs.

One in 5 (21%) global communications and marketing professionals say that their single biggest communications challenge is tightening budgets. But working within a tighter budget is not the only challenge these professionals face, as revealed in a survey... READ MORE
US Shoppers Are Embracing Second-Hand and Upcycled Products

US Shoppers Are Embracing Second-Hand and Upcycled Products Gen Z and Millennial shoppers are the most open to buying upcycled products.

Consumers are no longer just focusing on price when it comes to making purchase decisions. Indeed, a majority of Gen Z (72%), Millennial (70%) and Gen X (63%) shoppers say that their purchase decisions are based on value, as well as social, personal and... READ MORE
These Brands Enjoyed the Best ‘Buzz’ in 2019

These Brands Enjoyed the Best ‘Buzz’ in 2019 Netflix shines while Amazon.com sees a further decline in the rankings.

When it comes to brands with buzz, Netflix is still holding strong at the top of the list after ending Amazon’s 5-year reign last year, per YouGov BrandIndex’s latest brand Buzz report covering 2019 in the US. The study measures consumer perception of brands... READ MORE
Industries Face Declines in Trust

Industries Face Declines in Trust Tech and Entertainment companies take the biggest hit in trust this year.

One thing that all industries have in common is their need for the public’s trust. Unfortunately, this year’s Edelman’s Trust Barometer [pdf] shows that while the public still trusts business in general to do the right thing, that trust has declined across... READ MORE
The Insider’s Guide to DMARC: Everything you need to know to protect your brand

The Insider’s Guide to DMARC: Everything you need to know to protect your brand To help you get started in creating a DMARC policy, Return Path from Validity created the guide “The Insider’s Guide to DMARC”.

[Sponsored by Return Path from Validity] More than 90% of successful cybercrimes use this simple tool to pull off their crimes — email, or phishing emails to be exact. Cybercriminals are more likely to pull off a successful hack if they get someone to open,... READ MORE
Valentine’s Day Consumer Spending Expected to Jump

Valentine’s Day Consumer Spending Expected to Jump More people plan to celebrate Valentine's Day this year - and they're spending more on their pets.

Total consumer retail spending on Valentine’s Day is expected to break a new record this year as more people plan to celebrate the holiday, according to an annual survey from the National Retail Federation (NRF). As consumers broaden the range of who they... READ MORE
Marketers in the C-Suite: Relatively Young, with Short Tenures

Marketers in the C-Suite: Relatively Young, with Short Tenures CMOs in the Tech industry have the shortest average tenure, of just 3 years.

There is no question that the plates of today’s CMOs are full, as they spend their days aligning strategic priorities with other C-suite members and struggling to deliver an excellent customer experience while driving business growth – all while making... READ MORE
US Hispanics Spend As Much Time Listening to Digital Audio as They Do Watching Digital Video

US Hispanics Spend As Much Time Listening to Digital Audio as They Do Watching Digital Video The majority of Hispanics think brands should target them more. Streaming audio represents a strong channel through which to reach them.

A full 85% of Hispanics in the US listen to audio content online, with the majority (90%) using digital audio platforms or services to stream radio or music. And, with a recent report [download page] from H Code revealing that more than 4 in 10 US Hispanics... READ MORE
Facebook Still at the Top of the Heap for Retail Social Advertising

Facebook Still at the Top of the Heap for Retail Social Advertising Surprise: LinkedIn is also a contender, with many retail advertisers investing in the platform.

Among retailers advertising on social media, about 50% dedicate at least half of their marketing budget to social advertising. That’s according a recent report [download page] from Smartly.io, WBR Insights and eTail, which surveyed 100 marketing... READ MORE
Six in 10 Voice Control Users Say Privacy Is an Important Concern

Six in 10 Voice Control Users Say Privacy Is an Important Concern Only 7% of people who use voice control with Smart Speakers and other devices say privacy is not an important concern for them.

With Smart Speaker sales in the US expected to reach 39 million units this year, and the majority of Smart Speaker users searching for media content on their devices, content discoverability has become more important. However, one thing standing in the way... READ MORE
US Online Media Spend in 2019 and the Outlook for 2020

US Online Media Spend in 2019 and the Outlook for 2020 Virtually all digital media channels enjoyed double-digit growth last year. What's in store this year?

Online media spend in the US totaled $145.3 billion in 2019, up 19.1% over 2018. The coming year looks like another strong one for digital media spend, with total investments expected to reach $166.4 billion, an increase of 14.5% from last year, per a report... READ MORE
2019 Email Benchmarks: Which Industries Performed Well, on Which Days?

2019 Email Benchmarks: Which Industries Performed Well, on Which Days? The Retail industry had the lowest open rate last year of all sectors analyzed.

Even though marketers increasingly feel that email effectiveness is on a downward slope, the channel remains a digital workhorse. With brands battling for attention in the inbox and focusing on increasing engagement, it’s worth taking a look a new... READ MORE
Direct Mail Volumes Declined in 2019

Direct Mail Volumes Declined in 2019 Direct mail spending also fell last year, although it's expected to rebound somewhat this year.

Direct mail remains one of the top channels for reaching target audiences, not only in the consumer space but with B2B audiences too, as it garners response rates higher than other direct media. Still, direct mail volumes in the US are on the decline,... READ MORE
Marketers Lack Confidence in Measuring Mobile Advertising Efforts

Marketers Lack Confidence in Measuring Mobile Advertising Efforts Very few marketers claim to be capable of measuring customer attention to mobile ads.

Recent research indicates that the majority of marketing executives agree that companies have overinvested in performance at the expense of brand, with more expecting to up their investments in brand than performance this year. A new report [download page]... READ MORE
US Offline Media Spend in 2019 and the Outlook for 2020

US Offline Media Spend in 2019 and the Outlook for 2020 Here's a look at how offline media fared last year - and what's ahead this year.

Despite being knee-deep in the digital age, marketers have not turned their backs on offline media. Boosted by the upcoming Presidential election and the Summer Olympics, offline media spend in the US is expected to grow from $218.1 billion in 2019 to $223.1... READ MORE
To What Extent Are Large Companies Outsourcing Marketing Services?

To What Extent Are Large Companies Outsourcing Marketing Services? Areas related to data and tech appear to be more commonly outsourced than others.

There have been numerous discussions around outsourcing – and insourcing – including the agency vs. consultancy debate. But how much do larger companies outsource? Of course it depends on which work area, but a recent study [download page] from... READ MORE
Ad-Supported SVOD Services Gain Steam

Ad-Supported SVOD Services Gain Steam Viewers' favorite service bundles all include at least one AVOD service.

More and more households are subscribing to SVOD services, and while that may signal less opportunity for video advertisers given some of those services’ lack of ads, the opposite may in fact be true. Indeed, a recent report [download page] from TiVo... READ MORE
Should Brands Brag About Doing Good?

Should Brands Brag About Doing Good? Four in 10 Millennials like it when brands show off their commitment to issues.

Consumers may want companies to have a commitment to social issues, but they don’t necessarily want to hear about it. Indeed, US consumers are more likely to believe that brands are trying too hard to look like they care about CSR issues (42%) than... READ MORE
Deals and Discount Offers Influence Consumers’ Dining Choices

Deals and Discount Offers Influence Consumers’ Dining Choices A deal or discount is enough to make a majority of US diners switch restaurants.

Americans spend more on food out of the home than in it – and deals and discounts could spur that trend even further. Indeed, more than three-quarters (77%) of Americans say that a deal or discount would make them more likely to dine out instead of... READ MORE
Here Are Some E-Commerce Traffic Source and Conversion Rate Stats

Here Are Some E-Commerce Traffic Source and Conversion Rate Stats Search continues to dominate traffic sources - and it converts well, too.

Despite ebbing and flowing throughout the year, search is still one of the main drivers to e-commerce sites. Indeed, per a report [pdf] from Episerver, over 2018 and 2019, organic search was consistently the largest source of traffic, accounting for 19% to... READ MORE
Now It Looks Like SVOD is Taking Over Channel Surfing, Too

Now It Looks Like SVOD is Taking Over Channel Surfing, Too Two-thirds of young adults prefer to search for content on online video services.

Although the majority of viewers know what they want to watch and where they want to watch before they sit down in front of their TV or computer, there are many who don’t and flip through content (surfing) to find what’s right for them. A new survey from... READ MORE
Global App Store Downloads Continue to Grow

Global App Store Downloads Continue to Grow Global app store spend more than doubled from 2016-2019.

Apple’s registered slogan “There’s an app for that,” still holds true some 10 years after its inception. While there seems to be an app available for just about every function in life, mobile phone owners worldwide don’t seem to be paralyzed by choice,... READ MORE
Holiday 2019 Data Hub (Updated): Results Recap

Holiday 2019 Data Hub (Updated): Results Recap Looking at the 2019 holiday season in numbers, including forecasts and key trends.

Holiday retail sales appear to be back on track after much lower than forecast retail sales growth during the 2018 season. Indeed, the NRF’s latest figures recapping the 2019 holiday season are right on par with their forecast growth rate before the holiday... READ MORE
How High-Growth B2B Companies Get the Most Out of Sales Coaching

How High-Growth B2B Companies Get the Most Out of Sales Coaching Three-fifths of high-growth companies have integrated sales coaching as part of their overall training.

One of the complaints the majority of B2B buyers have about vendors is that they are too busy selling their products and services to listen to their needs. With this in mind, a survey [download page] from ValueSelling Associates and Training Industry shows... READ MORE
2019: The Year of A Trillion Music Streams

2019: The Year of A Trillion Music Streams The number of on-demand music streams jumped by almost 30% last year to exceed a trillion.

2019 was another good year for the US music industry with total album equivalent consumption growing 15% year-over-year (y-o-y) to reach 785 million. This rise was bolstered by continued impressive growth in on-demand streaming (audio and video), which hit a... READ MORE
Here’s Where Consumers Want More Convenience When Shopping

Here’s Where Consumers Want More Convenience When Shopping Nine in 10 shoppers claim to be likely to choose a retailer based on convenience.

Consumers are searching for convenience more than ever, with 83% of shoppers saying that convenience while shopping is more important today than it was 5 years ago. But where do they want more convenience while shopping? A new report from the National Retail... READ MORE
Instagram’s Growth in the US to Slow

Instagram’s Growth in the US to Slow By 2023, Instagram will see an annual US user growth rate of less than 2%, according to one forecast.

Since its acquisition by Facebook in 2012 (widely hailed as an excellent strategic acquisition), Instagram has enjoyed a steady rise in popularity and users. However, a new forecast from eMarketer suggests that Instagram’s user growth might plateau in... READ MORE
How Much Are Consumers Willing to Spend on SVOD Services?

How Much Are Consumers Willing to Spend on SVOD Services? There's a cap on how much consumers will spend on streaming services.

About three-quarters (74%) of US households now have at least one subscription streaming video service. As services like Netflix and Amazon Prime continue to see their subscription numbers grow, is there a limit to how much people are willing to pay for such... READ MORE
The Building Blocks of Consumer Trust in Brands

The Building Blocks of Consumer Trust in Brands For many Gen Z consumers, the default position is that a company must earn their trust.

The majority of Americans say they do not have much (29%) or any (25%) trust that corporate America will do what is right. Yet about three-quarters (74%) say they trust individual brands to deliver consistently on what they promise, and more than half say... READ MORE
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