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TikTok: How Fast Is It Growing in the US, And Who’s Using It?

TikTok: How Fast Is It Growing in the US, And Who’s Using It?The new short video social network has seen exceptional growth among younger users, but there's a long way to go in catching up to other platforms.May 6, 2019

Watch out, there’s a new social media kid in town. Taking advantage of the current popularity of short-form mobile videos, made all the rage by the likes of Snapchat and Instagram Stories, TikTok has seen its growth in the US almost quadruple in just... READ MORE
Which Companies’ Marketing Campaigns Are Sparking Conversation?

Which Companies’ Marketing Campaigns Are Sparking Conversation?Big campaigns from insurance companies are dominating conversation about those brands.

Even in the digital age, word-of-mouth still matters and if a brand’s marketing efforts are being talked about, it likely means it’s on the minds of consumers when they are ready to make a purchase decision. Knowing the importance of getting consumers... READ MORE
Advertisers Plan More Spend Across Online Video Ad Formats

Advertisers Plan More Spend Across Online Video Ad FormatsShoppable video ads have increased the most in planned use from 2018.May 3, 2019

Major advertisers plan to spend 25% more this year on digital video than they did in 2018. And as they invest more in video, advertisers are also expanding the use of newer ad formats such as shorter ads, vertical video ads and Stories, per a new report... READ MORE
Consumers Love Amazon, But May Be Questioning Its Ethics

Consumers Love Amazon, But May Be Questioning Its EthicsFewer than half think that the firm rewards employees fairly, among other factors.

Amazon is no longer the top company for corporate reputation in the eyes of Americans. Dropping to the second position in the most recent Axios Harris Poll of the 100 Most Visible Companies [download page], Amazon still ranks high in areas like growth,... READ MORE
Advertisers Experience Personal vs Professional Conflict for Data Privacy

Advertisers Experience Personal vs Professional Conflict for Data PrivacyAlmost 3 in 4 advertisers say they hold divergent professional and personal perceptions about one or more of the media brands they use.May 2, 2019

Do you use media differently to how you want your customers to use media? If so, you’re not alone – almost three-quarters (72%) of advertisers say they hold divergent professional and personal perceptions about one or more of the media brands... READ MORE
What Do SEO and PPC Agencies Charge?

What Do SEO and PPC Agencies Charge?A wrap up of average hourly rates, monthly retainers and minimum single project spend.

Around 1 in 5 US agencies offering either SEO (19.7%) or PPC (21.7%) services have a minimum single project spend of more than $5,000, according to the latest Digital Marketing Industry Pricing Survey [download page] from Credo. Search remains a critical... READ MORE
Marketers Gain Benefits From Personalization, but Rate Performance Poorly

Marketers Gain Benefits From Personalization, but Rate Performance PoorlyTwo-thirds of marketers give their company's personalization a "C" grade or below. What obstacles are they facing?May 1, 2019

Roughly three-quarters (74%) of marketers think that personalization should be a bigger priority in their organization, according to a study [PDF] published by Evergage. But given the fact that two-thirds (65%) of those surveyed give their company’s... READ MORE
What Brand Information Sources Do People Trust the Most?

What Brand Information Sources Do People Trust the Most?Hint: It's certainly not advertising, which comes at the bottom of the list.

Just one-third (33%) of consumers who rely on advertising for brand information say they trust its messaging, making it the least credible source of information among the options given, according to a recent report [download page] by Kantar Media. In what... READ MORE
Half of Brands Agree Digital Audio Is A Strong Conversion Medium

Half of Brands Agree Digital Audio Is A Strong Conversion MediumThis figure comes amid growing digital audio consumption by consumers.April 30, 2019

Digital audio consumption has continued to rise, with consumers listening to their favorite form of digital audio 8% more between 2017 and 2018, according to a new report [SlideShare] from Adobe. With this steady rise it’s no wonder that nearly... READ MORE
Have Consumers Become Apathetic Towards Advertising?

Have Consumers Become Apathetic Towards Advertising?US consumers - as well as those in the UK - are much less likely to enjoy advertising than those in other markets.April 29, 2019

While global consumers’ attitudes towards advertising haven’t changed much over the past year, those in the US report being somewhat less bothered by advertising this year than last. About one-third (32%) of the 1,000 US consumers surveyed for a new... READ MORE
Facebook Says Brands on Instagram Benefit From A Halo Effect

Facebook Says Brands on Instagram Benefit From A Halo EffectGlobally, users of the platform have positive feelings about brands on the social network - and almost 9 in 10 have taken action after seeing brand posts.

Brands that are not already on Instagram may want to take a closer look at the social media platform, as shoppers have generally positive perceptions about the brands that are there. Individuals interviewed for a global survey by Facebook IQ report that they... READ MORE
Shoppers Head to Google For Inspiration

Shoppers Head to Google For InspirationOnly a minority head to a brand's website when looking for ideas.April 26, 2019

Three-quarters of online shoppers say their online purchases are largely pre-planned (20% say they’re all pre-planned, 55% say many are pre-planned). Regardless of whether shoppers know what product they want to buy before going online or are just... READ MORE
More Than One-Quarter of Cord-Nevers Plan on Subscribing to Pay TV

More Than One-Quarter of Cord-Nevers Plan on Subscribing to Pay TVThe desire to channel surf is a surprising allure for some of this group.

A significant contributor to the declining pay-TV penetration in the US is the presence of people who have never signed up in the first place – and that group numbers 31 million Americans, per new figures [press release] published by GfK. But among... READ MORE
Young Adults Are Less Likely Than Others to Take Part in Loyalty Programs

Young Adults Are Less Likely Than Others to Take Part in Loyalty ProgramsTo sway these consumers, benefits such as cash back or points may convince them to join.April 25, 2019

Loyalty programs are still going strong in the US, with nearly two-thirds (64%) of Americans participating in at least one such program. That being said, a new report [download page] from YouGov shows that older age groups appear to be the most prevalent... READ MORE
Among Traditional TV Genres, Cable Dramas See the Largest Lift From Digital

Among Traditional TV Genres, Cable Dramas See the Largest Lift From DigitalProgramming from the four major broadcasters is largely viewed live - particularly comedy/talk shows.

Despite data that shows younger Americans are watching less traditional television, when they do watch traditional TV content they spend quite a bit of time watching it live. A recent Nielsen report has revealed that for viewers age 18-34, two-thirds (66%)... READ MORE
Social Networking Platforms’ User Demographics Update 2019

Social Networking Platforms’ User Demographics Update 2019A host of statistics on adults' usage of 9 major social media platforms in 2019.April 24, 2019

Adults in the US are still using YouTube more than any other social media: close to three-quarters of US adults use the platform, with usage high across demographic groups, according to a study from the Pew Research Center, which provides some updates on... READ MORE
Netflix Is Considered The Most Indispensable TV Programming Brand

Netflix Is Considered The Most Indispensable TV Programming BrandBut consumers age 35+ don't place as much weight on the streaming service, according to figures from two separate studies.

Almost half (44%) of TV viewers ages 16 and older say that if they could only keep some of the TV networks they have access to, Netflix would be on their list, according to figures [infographic] published by Hub Entertainment Research. This number puts it... READ MORE
Online Shoppers Submit More Photos With Reviews

Online Shoppers Submit More Photos With ReviewsGiven the potential lift in conversion rate, as well as making shopping more personal, that's good news for online retailers.April 23, 2019

Close to two-thirds of shoppers (64%) consider ratings and reviews important, along with consumer-submitted Q&A and photos. That’s one finding from a report [download page] by Bazaarvoice, which also found that 86% of its client brands and... READ MORE
AM/FM Radio Listeners Keep Tuning In

AM/FM Radio Listeners Keep Tuning InAM/FM radio remains popular for a host of reasons, including some emotional factors.

Despite the growing list of listening options available, AM/FM radio remains popular with its listeners. In fact, among the more than 50,000 AM/FM listeners surveyed in the US and Canada for the latest annual TechSurvey report [download page] by Jacobs... READ MORE
How Can Marketing and Sales Teams Become Less Siloed?

How Can Marketing and Sales Teams Become Less Siloed?While technology and tools are a factor, they aren't atop the list of potential remedies.April 22, 2019

Virtually all marketers and salespeople (94%) believe they can make marketing and sales teams less siloed, according to figures from the latest report [download page] by Walker Sands. So considering the same report found that more than half (56%) say these... READ MORE
Misuse of Personal Data Is the Leading Cause of Tech Industry Distrust

Misuse of Personal Data Is the Leading Cause of Tech Industry DistrustAlmost 8 in 10 said they would stop doing business with a company that misused their personal data.

Events in the past couple of years have shown how easy it is for a company to lose its reputation and trust with consumers. The tech industry is far from immune, with a report [download page] from Dentsu Aegis Network findings that the main driver of... READ MORE
These Are 2019’s Most Reputable Companies in the US and Globally

These Are 2019’s Most Reputable Companies in the US and GloballyFacebook's reputation has fallen so far that even big tobacco does better.April 19, 2019

Reputation matters, especially for businesses. After taking a hit last year, corporate reputation in the US has recovered slightly, up 0.8 index points after 2018’s 3-point decline, according to a recent report [download page] from the Reputation... READ MORE
How Many Search Results Do People Scroll Through on Amazon?

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”?

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 High

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?

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
Can Online Shoppers Ever Be Satisfied?

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
Instagram Makes Strides Among Teens’ Favorite Social Media Platforms

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…

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 Content

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?

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?

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 Improve

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?

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 Highlights

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

[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 Quarterly

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?

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 Wealth

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?

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 2018

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 Coupons

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?

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 Years

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 Data

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?

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?

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
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