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How Many Search Results Do People Scroll Through on Amazon?Close to half of shoppers say they scroll through fewer than 3 pages of search results.
One of the benefits of Amazon is that a shopper is rarely starved for choice. Yet, despite being presented with pages of options during a search, almost half (45%) of shoppers say they typically don’t scroll past the second page of results, per... READ MORE
Have We Reached “Peak MarTech”?Analysis from Scott Brinker shows just 3% growth in the solutions counted, but there may be more beneath the surface.April 18, 2019
Marketers are now spoiled for choice when it comes to technology. The latest analysis from ChiefMarTec.com now lists a staggering 7,040 martech solutions on its annual landscape, a number that has typically exhibited double-digit year-over-year growth since... READ MORE
Consumers’ Easter-Related Retail Spending Expected to Remain HighFewer will celebrate Easter this year, but they'll spend more than $150 each on gifts and celebrations.
Total consumer spending on Easter is forecast to total $18.1 billion this year, just below last year’s record projection of $18.2 billion, according to the NRF. Some 79% of adults plan to celebrate Easter, somewhat less than last year’s 81%, but they’ll... READ MORE
What Do CMOs Talk About With Each Other?Engaging and building relationships with their colleagues at senior levels is top of mind for CMOs.April 17, 2019
Business can be lonely at the top, so it’s natural that those in the highest echelons of their organizations will want to look to peers in other firms for questions and guidance. So, what are the most pressing topics that marketers in the C-suite are... READ MORE
Consumers Consider Reviews More Influential Than Influencer or Celebrity EndorsementsA survey of more than 20,000 consumers globally notes other effective ways to influence consumers' purchases.
Even away from the social feeds, influencer marketing seems to be everywhere these days. Some 4 in 5 marketers believe it to be an effective tactic, with the majority reporting that the ROI they generate is comparable or better than marketing channels. But... READ MORE
Can Online Shoppers Ever Be Satisfied?This study shows that consumers want far more than even the top retailers are providing them.April 16, 2019
Retail marketers face numerous challenges from today’s consumers. Brand loyalty is fleeting, growing consumer expectations necessitate investment in customer experience, and shoppers spend more time on Amazon than the other top 10 retailers combined.... READ MORE
Connected TV Devices Power 3 Times More Premium Video Ad Views Than Desktops in Q4 2018The number of premium video ad views occurring on connected TV devices grew by 45%.
The past 4 years have seen considerable change in how premium video is watched by US consumers, if ad views are used as a proxy. While Q4 2014 saw desktops accounting for the majority of ad views delivered by premium video, by the end of 2018 they accounted... READ MORE
Instagram Makes Strides Among Teens’ Favorite Social Media PlatformsThe image-centered social network continues to gain ground on Snapchat as the platform of choice.April 15, 2019
Looking at the period between Spring 2015 and Fall of 2017, Snapchat seemed to be on an unstoppable rise in becoming the favorite social platform for the majority of teens. But the latest results from Piper Jaffray’s semi-annual teen survey shows that... READ MORE
America’s Most Loved Brand Is…Tech players feature strongly in the list, and younger generations certainly love their video platforms.
What elements go into making a brand that Americans love? For Morning Consult’s analysis, it’s a mixture of favorability, trust, community impact and the likelihood that the consumer would promote the brand (Net Promoter Score). This year, Amazon... READ MORE
B2B Buyers Want More Data and Research in Vendor ContentThose targeting B2B practitioners should also lay off the sales pitch. Read on for other tips and recommendations.April 12, 2019
Around three-quarters (73%) of B2B buyers say they have less time to devote to reading and research, per the results of a study [access page] by Demand Gen Report and ON24. So how can vendors make content more valuable when time is limited? Here are a few... READ MORE
How Can Brands Make Customers Feel Like Individuals?Bespoke offers come top of the list, but an exploration of the data suggests there is a fine balancing act in getting personalization right.
While personalization may be a favored tactic of marketers, consumers can feel differently – and in some cases, consider it creepy. Another disconnect exists between marketers and consumers: nearly three-quarters (73%) of consumers believe that brands... READ MORE
When Will Advertisers Reach Their First-Party Data Goals?Most will take more than a year, but this doesn't appear to be denting overall confidence levels in first-party data's potential.April 11, 2019
Almost all (96%) marketers are at least somewhat confident that their first-party data delivers a strong ROI, according to a recent report [download page] from MightyHive. But the majority of marketers anticipate it will take them more than a year to realize... READ MORE
Desktop Display Ad Viewability Rates Continue to ImprovePublisher direct deals still outperformed programmatic on desktop in H2 2018, but that's not always the case on mobile.
Overall desktop display ad viewability rates have improved in the US with programmatic display once again seeing another increase in the second half of 2018, according to Integral Ad Science’s (IAS) media quality report [download page]. The overall desktop... READ MORE
What Do “Pioneer CMOs” Do Differently to Their Peers?Driving a customer-centered culture is just one of the methods that leading CMOs use to deliver higher levels of performance.April 10, 2019
Virtually all (99%) CEOs and CMOs believe that the function of marketing will change fundamentally over the next three years. So finds the latest survey [pdf] from Accenture, which also found that more than three-quarters of CMOs also believe that the... READ MORE
2018 Webinar Benchmarks: 6 HighlightsAmong other trends, the use of video within webinars is on the rise.
Webinars have been proven to be a highly valuable content format, especially with B2B buyers. But how do webinars perform? Once again this year ON24 has released its webinar benchmarks, based on an analysis of more than 22,000 webinars (with a minimum of 100... READ MORE![[New Report] 2019 Hidden Metrics of Email Deliverability](https://www.marketingcharts.com/wp-content/uploads/2019/04/hiddenmetrics-1000x555.png)
[New Report] 2019 Hidden Metrics of Email DeliverabilityReturn Path provides updated benchmarks for the metrics that determine email deliverability.April 9, 2019
[Sponsored by Return Path] In The 2019 Hidden Metrics of Email Deliverability report, we uncover the benchmarks of seven engagement-based metrics you should be tracking. Read the report to learn: Seven hidden metrics of deliverability, broken out by industry... READ MORE
Two-Thirds of Marketers Say They’re Adding to Their MarTech Stack At Least QuarterlyMarketers are looking to boost efficiency and marketing ROI through martech, but not all types are seen as equally effective.
CMOs are allocating a significant proportion of their budgets to marketing technology. In line with this spend, they are also appear to be adding new types of technologies to their marketing stacks at a rapid pace, according to a new study. Of the more than... READ MORE
Data Shows Email Capture Pop-Ups Convert, But At What Cost?One of Sumo's email pop-up formats has an average conversion rate of 2.9%, but other research shows that pop-ups aren't welcomed by site visitors.
It’s rare that people are happy to encounter a pop-up. Even so, close to 1 in 50 people on average still end up entering in their email address when prompted by a pop-up, according to a report from Sumo, which based on data from the more than 3.2... READ MORE
Baby Boomers Possess the Majority of US Household WealthBoomers own more than 10x the share of total household wealth as do the oft-targeted Millennial cohort.April 8, 2019
The period since the end of the financial crisis has seen considerable growth in US household wealth, with the total sum expected to exceed $100 trillion by the end of 2019. A new report [download page, purchase required] from Packaged Facts estimates that... READ MORE
Should B2B Marketers Gate Their Content?Gating content has benefits beyond just capturing leads, though it does turn off many intended targets.
Some 44% of B2B companies gate content, but why is that the case? While it’s a safe assumption that it’s about acquiring more leads, there are also other benefits, according to a recent report [download page] from Walker Sands. It’s true that close to... READ MORE
Google Shopping and Paid Search Benchmarks For Retailers in 2018Benchmark data covering average order values and return on ad spend, along with click-through and conversion rates.April 5, 2019
Some time ago retailers began to receive more of their paid search clicks from shopping ads than from text ads. But as the industry increasingly towards Google Shopping ads, their click-through rate (CTR) have fallen. In fact, CTR for retailers investing in... READ MORE
American Consumers Still Love Paper CouponsHalf of Americans prefer to receive coupons in the mail - a figure that has grown even in the digital age.
Some 92% of consumers say they have used a coupon at some time, and about half of those (45%) report using coupons either always or very often. Millennials, who have experienced some financial strain, have seen an upswing in the percentage of those who... READ MORE
How Much Have Facebook Algorithm Changes Impacted Publishers?Arts and fashion sites have seen the sharpest falls in referral traffic from the social network; politics and news less so.April 4, 2019
In January 2018, Facebook announced changes to its algorithm with an expressed intention (per their press release) to “prioritize posts that spark conversation and meaningful interaction between people.” These changes, which made brand and publisher-owned... READ MORE
The US Pay-TV Subscriber Churn Rate Has Now Doubled For 3 Consecutive YearsThe top broadband providers - many of which also deliver pay-TV - have seen their subscriber numbers increase.
The top pay-TV providers in the US — representing close to 95% of the market — have seen their percentage of lost subscribers double year-over-year for three consecutive years now, according to a MarketingCharts analysis of data from Leichtman Research Group... READ MORE
The State of Traditional TV: Updated With Q3 2018 DataOur latest quarterly analysis finds a couple of milestones, neither of them kind to the pay-TV industry.April 3, 2019
[By MC Editor, JC Lupis] Let’s do this again. A quarter-year has passed since our last look at traditional TV viewing, so it’s time to explore findings from the latest quarterly Total Audience report [download page] from Nielsen, this time... READ MORE
Which Types of B2B Influencer Content Do Buyers Find Valuable?Virtually all (95%) say they prefer credible content from industry influencers. Here are some ways to make it as effective as possible.
At a time when B2B leaders say that content spurs buying processes, almost all (97%) respondents to a new survey say they are now placing a higher emphasis on the trustworthiness of the source of information when they are consuming content, according to the... READ MORE
When Does Marketing Cross Over to Creepy and Annoying?Most consumers become worried when they realize their data is being used to sell more products.April 2, 2019
Despite personalization proving successful for the majority of marketers, most people can describe a time when they’ve been stalked across the internet by something they’ve looked at online. And according to SmarterHQ’s new report [download... READ MORE
Global Box Office Revenues Up 1% in 2018, As North America Reaches New PeakThe increase in revenues in North America offset a dip in international markets.
The total amount of box office revenues for all films released in countries around the world grew to $41.1 billion last year, representing a 1% increase over 2017’s total of $40.5 billion. That’s according to the Motion Picture Association of America (MPAA),... READ MORE
For B2B Buyers, Vendor Transparency Makes Purchasing Easier and FasterBuyers report less trust in vendors this year. Being forthright about product limitations might actually help vendors close more deals.April 1, 2019
Despite the heady growth of martech in the past few years, it seems that marketers aren’t too trusting of the information that vendors are attempting to feed them. In findings from a new report [download page] by TrustRadius, B2B buyers say that... READ MORE
Streaming Video Is Now As Mainstream As Traditional TVWhile it's not conclusive that SVOD adoption has overtaken traditional TV, data indicates that the moment is close by.
The growth of subscription video-on-demand services has been well documented but it looks like a new milestone is in the works. Deloitte’s annual Digital Media Trends survey suggests that more consumers now subscribe to a streaming video service than to... READ MORE
Most B2B Buyers Admit to Postponing Purchases. How Should Vendors Respond?Buyers would like to hear about new ways to solve their problems, and they'd like challenges to their thinking early in the buying process.March 29, 2019
Content kick-starts buyer journeys for about half of B2B buyers, according to recent research. But a substantial number of purchasing decisions don’t go anywhere, per results in a new Aberdeen report [download page], with 53% of B2B buyers saying they... READ MORE
PR Pros Lean on Employees For Influencer Marketing EffortsMore than two-thirds of PR professionals who use influencers turn to employees to get the message out.
Around half (49.2%) of US PR professionals say they use influencers to get brand stories and key messages out, while close to one-third (32.5%) are considering doing so, according to the results of a recent report [download page] by PR News and Meltwater.... READ MORE
W-O-M’s A Key Factor Influencing Streaming Content Consumption ChoicesAround two-thirds of both listeners and viewers explore content based on the recommendations of those close to them.March 28, 2019
People certainly gravitate to video streaming services for their original content. However, licensed content is also highly important, and new survey data published by Nielsen indicate that two-thirds (67%) of Americans ages 13+ are lured into streaming... READ MORE
What Agency Services Are Client-Side Marketers Looking For?Advertising comes top of the list, with almost twice as many searches as the second-most searched for category.
For the fifth year in a row, advertising has topped the list of agency services searches on Agency Spotter’s platform. In a report [download page] analyzing more than 320,000 professionals who use their public agency search platform in 2018, the firm... READ MORE
What’s The Half Life of A Marketing Email?More than half of emails are opened in the first 7 hours of sending - with almost one-fifth of opens occurring within the first hour.March 27, 2019
It’s time for an email timing update! One of the biggest challenges that marketers face with email is the competition for attention within the inbox. There’s an argument to be had over whether or not timing helps, but here’s some data... READ MORE
3 in 4 Companies Report ROI From Personalization. What Data Sources Are Being Used?Retailers are relying heavily on purchase history, while the use of website behavioral data may have slipped slightly.
Personalization is leading to positive ROI in some three-quarters (75.5%) of businesses in North America and Europe. Retail is seeing the greatest impact with nearly 8 in 10 (79%) retailers reporting positive ROI due to their personalization efforts,... READ MORE
Cross-Channel Measurement and Attribution to Keep Marketers Busy in 2019It remains the highest audience data priority for marketers for the third consecutive year.March 26, 2019
As marketers continue personalizing the customer experience, one of their biggest challenges is telling the right story with their data. But are they investing to overcome this hurdle? Possibly so, according to a new report [pdf] from the IAB, as... READ MORE
Consumers Point to Facebook As Their Top Digital Channel for Discovering New BrandsFacebook is used by 49% of consumers to discover new brands - but the classic website (46%) comes above all other social channels.
Five of the top nine digital channels shoppers are using to discover new brands are social media platforms, with Facebook being used more than websites by Americans for this purpose. Indeed, about half (49%) of the nearly 1,000 shoppers surveyed for a report... READ MORE
W-O-M: Which Paid Media Are Driving Consumer Conversations About Brands?Digital ads now generate almost a third of paid-media driven conversations, taking over from traditional media channels.March 25, 2019
It appears that people are talking less about brands than they did five years ago, according to a new report [download page] from Engagement Labs. This is especially true of the youngest consumers (aged 13-20), who are cutting the cord and turning away from... READ MORE
How Long Is Your Autoresponder Cycle?The majority of autoresponder cycles tracked consisted of 3 or fewer messages.
Autoresponder emails are a simple way of automating email, but how long should they be? A new report from GetResponse suggests that short and sweet is better – while open (96%) and click (39%) rates on single-message cycles are very high, those with... READ MORE
Streaming Now Accounts for Three-Quarters of US Recorded Music RevenueMore than 50 million paid music subscriptions are now in place in the US.March 22, 2019
Streaming continues its ascent, accounting for three-quarters (75%) of total recorded music revenue industry revenues last year. With its impressive 30% year-over-year growth, streaming music revenues reached $7.4 billion in 2018 as paid subscriptions... READ MORE
Forecast: Digital To Top Traditional Media In US Ad Spend This YearA new forecast calls for digital media's share of US ad spending to rise to a majority 54.2% this year.
In what would represent a major advertising milestone, digital ad spend in the US is expected to outpace traditional ad spend for the first time this year. Recent figures from eMarketer forecast total US digital ad spend hitting $129.34 billion for 2019,... READ MORE
Auto Industry Still Heavily Invested in TV for AdvertisingThe automotive sector also allocates a far smaller share of its ad dollars to digital than the global average.March 21, 2019
Automotive advertising expenditure across fourteen key markets totaled $35.5 billion in 2018, with $18 billion coming from the US auto market alone. However, while it accounted for almost half of the total ad spend across these markets, data from a new... READ MORE
These Are the Brands with the Best Impression Among US WomenAmazon, Hershey's and M&M's made the list, but which brand holds the crown?
A positive impression in the eyes of women is important to brands, especially when nearly half (48%) of single women between the ages of 30-45 say they feel ignored by advertising. Some brands are receiving a significantly more favorable impression from... READ MORE
Facebook’s Popularity Continues to Drop Among US Youth. What Are Zuckerberg’s Plans?Plans for the network involve integrating Facebook, WhatsApp, Instagram and Messenger - as revealed on a recent investor call.March 20, 2019
Facebook usage in the US continues its steady decline, survey data says. The latest Infinite Dial report from Edison Research and Triton Digital reveals that 61% of respondents ages 12 and older report using Facebook, down from a peak of 67% in 2017. But... READ MORE
Driving Growth Is The Biggest Challenge For US CMOsBrand, budget and ROI also feature prominently among CMOs' challenges.
A majority (64%) of CMOs believe that one of their primary roles is delivering business growth. One of the ways that more than half (55%) of CMOs are boosting this growth is by investing in market penetration, according to the most recent results from The... READ MORE
US CMOs’ Use Of Marketing Analytics Reaches A New High PointCMOs estimate they use analytics more than 40% of the time in decision making - but its impact on company performance remains stubbornly flat.March 19, 2019
Spending on marketing analytics is expected to almost double in the next three years, with US CMOs estimating they will be spending 11.3% of their budget on the category by 2022 (vs. 6.6% in February 2019), according to the latest CMO Survey report. Spending... READ MORE
B2B Buyers Prefer Using Web Search to Research VendorsAlmost 9 in 10 are doing their own research first by turning to search engines - compared with just one-third that pick up the phone.
When it comes to reading content, more B2B marketing professionals prefer to engage in content digitally than in print. So, it’s perhaps not surprising that they are turning to web search to research vendors, according to a report by PathFactory and Heinz... READ MORE
Marketers’ Single Biggest Opportunity? Look to Customer Experience and DataB2B companies are focused on the customer experience, while their B2C counterparts see value in data-driven marketing that focuses on the individual.March 18, 2019
Customer experience continues to stay front of mind for many marketers, according to the latest Digital Trends report [download page] by Econsultancy and Adobe. Out of the more than 12,500 B2B and B2C professionals surveyed, a leading 20% of the B2B... READ MOREFeel Like You're Always Playing Catchup?
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