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Heavy Podcast Listeners Prove Active in W-O-M

Heavy Podcast Listeners Prove Active in W-O-M Heavy podcast listeners engage in 34% more offline conversations about brands than the general public.

Podcasts are growing in popularity, with more than half of the US population saying they’ve listened to a podcast. The medium is popular among advertisers, as well, offering excellent brand safety and the ability to reach desired and diverse audiences. One... READ MORE
Advertisers View These Companies As Having the Most Momentum

Advertisers View These Companies As Having the Most Momentum Google is thought to have the most momentum by advertisers.

TV and CTV are expected to account for close to one-quarter of the expected $279 billion in US ad spending this year. And, with people spending more time streaming than watching broadcast TV – as well as an increased number watching ad-supported... READ MORE
How Do Doctors Want to Communicate with Pharma Reps?

How Do Doctors Want to Communicate with Pharma Reps? More than half (54%) of global physicians say they want to interact with pharma companies more at in-person events and meetings.

With lockdowns and social distancing, people shifted to doing more things online during the past year. Besides working, shopping and communicating with family and friends online, people were asked to visit their healthcare providers virtually. Providers... READ MORE
Almost Half of B2B Orgs Say It’s Become More Difficult to Close Deals. Why?

Almost Half of B2B Orgs Say It’s Become More Difficult to Close Deals. Why? One reason closing a deal has become more difficult is that buying decisions are being put on hold.

Since the pandemic, many B2B buyers have had to deal with changes in priorities and budget, with many reporting that their purchase timeline has increased. These changes have made the job of B2B sales even harder. Indeed, for 45% of B2B organizations... READ MORE
Influencer Marketing Spend Forecast to Grow by A Third This Year

Influencer Marketing Spend Forecast to Grow by A Third This Year US influencer marketing spend is estimated to reach $3.7 billion this year.

Brands are upping their investment in influencer marketing again this year, with spending expected to grow by 33.6% year-over-year (y-o-y). This is per the latest influencer marketing forecast from eMarketer. US influencer marketing spending – defined... READ MORE
Consumers’ Video Game Spending Growth Slows in Q2

Consumers’ Video Game Spending Growth Slows in Q2 Total spending on video games reached $14 billion during the quarter.

After several quarters of double-digit growth, spending growth on video games slowed considerably in Q2 2021. This is per recent data [press release] from The NPD Group, which found that Q2 consumer spending on video game products grew by only 2%... READ MORE
Tech Marketers Say Marketing Dominated More by Tech Than Creativity

Tech Marketers Say Marketing Dominated More by Tech Than Creativity About half of the US and UK tech marketers surveyed say their marketing is dominated by technology.

The pandemic has driven many businesses to up their digital marketing transformation efforts, which, in turn, has increased the demand for digital content and creative output. Nevertheless, a report from Shaped By suggests that many marketing teams for tech... READ MORE
CMOs Struggle to Communicate Insights to Executive Teams

CMOs Struggle to Communicate Insights to Executive Teams One of their biggest challenges is simplifying detailed operational data into meaningful insights.

Some 9 in 10 (91% of) CMOs report facing challenges when presenting data to their executive teams. Here are the areas a survey [download page] from BrandMaker and Dimensional Research found to be the most troublesome. About two-thirds (65%) of the CMOs and... READ MORE
Comms Pros Confront Changing Set of Challenges

Comms Pros Confront Changing Set of Challenges Proving ROI has ceded the top spot among challenges.

Some 8 in 10 communications professionals say organizations place a greater emphasis on communications now than before the start of the pandemic. This is per the most recent survey [SlideShare] of more than 300 communication professionals from Ned’s Job of... READ MORE
US Tech Marketers Increasingly Prioritize Performance Marketing

US Tech Marketers Increasingly Prioritize Performance Marketing Close to two-thirds of US tech marketers say they have made performance marketing more of a priority due to the pandemic.

Two-thirds (65%) of US tech marketers say they’ve put more focus on performance marketing since the start of the pandemic, per a recent Shaped By report [download page], which looks at how marketing changed during the pandemic. The survey of 200 marketers... READ MORE
What Benefits Do Premium Loyalty Program Members Value?

What Benefits Do Premium Loyalty Program Members Value? About 8 in 10 US consumers are considering upgrading to a premium loyalty program.

Some 7 in 10 (71% of) US consumers belong to a traditional customer loyalty program, with 4 in 10 saying they belong to 3 or 4 of them. Despite their popularity, consumers say they aren’t satisfied with their traditional loyalty programs. Indeed, 8 in 10... READ MORE
Performance Marketers Report Moderate Improvements in Conversion Rates

Performance Marketers Report Moderate Improvements in Conversion Rates Almost half (45%) of performance marketers say the effectiveness of their conversation rate optimization program has increased moderately or significantly.

Marketers say they have seen at least moderate improvement in their conversion rate optimization programs in the past year, per a report [download page] from Ascend2. The survey of more than 250 marketers reveals that while almost half (45%) have seen an... READ MORE
Male Teens Say Video Game Ads Grab Their Attention

Male Teens Say Video Game Ads Grab Their Attention About one-quarter (24%) of male teens say that ads on video games are the most likely ad format to grab their attention.

Some 4 in 10 (39% of) teens say that social media ads are more likely than a host of others to catch their attention. Nevertheless, a survey from YouGov shows that if brands are wanting to grab the attention of male teens, video games may be the place to... READ MORE
Back-to-Class Spending Projected to Reach New High

Back-to-Class Spending Projected to Reach New High Consumer back-to-class spending is expected to reach $108.1 billion this year.

It won’t be long before kids are loading up their backpacks and heading back to class. And, whether it be for heading back to K-12 or college, the amount of money families anticipate spending for school supplies and technology this year is expected to reach... READ MORE
How Are Americans Using Voice Assistants?

How Are Americans Using Voice Assistants? Close to 6 in 10 US adults use voice-activated technology.

With an increase in ownership of Smart Speakers over the past few years the use of voice assistants has become a regular part of daily life for some. Indeed, a report [download page] from Vixen Labs reveals that some 57% of US adults use voice-activated... READ MORE
Agencies Confirm Clients Still Want Help with Strategy

Agencies Confirm Clients Still Want Help with Strategy More than half (52%) of agency executives say clients are asking about marketing strategy.

In the past marketers have turned to agencies for advertising and content creation, but a growing number are looking for agencies to assist in strategy, even more so since the pandemic. In fact, a recent survey [download page] from Stirista shows that... READ MORE
What Are the Big Trends in Local SEO?

What Are the Big Trends in Local SEO? Some 6 in 10 local marketers agree that Google My Business has improved in the last year.

Navigating algorithm updates, platform changes, and new technology appear to be concerns for local marketers this year, according to the newest Local Search Industry Survey report from BrightLocal. More than one-third (36%) of the 550 local marketers... READ MORE
Majority of US Households Said to be SVOD “Super Stackers”

Majority of US Households Said to be SVOD “Super Stackers” Some 52% of US internet users report having access to 3 or more SVOD services.

More Americans are “stacking” subscription video-on-demand services (SVOD). While 84% of internet users have access to at least one content streaming service, more than half (52%) say they have access to three or more, up from 48% last year. This comes from... READ MORE
What Baby Boomers Want from Brands

What Baby Boomers Want from Brands About three-quarters of Baby Boomers say they want brands that are reliable.

Baby Boomers still hold a significant portion of purchase power in the US. Approximately 1 in 6 Americans is considered a Baby Boomer and this generation maintains more than half of the household wealth in the US. So, what do brands need to know about this... READ MORE
B2B Marketers Deal with Range of Measurement Challenges

B2B Marketers Deal with Range of Measurement Challenges About half are finding it challenging to connect and analyze data across applications and platforms.

Being able to prove marketing performance and impact is critical, yet only about 1 in 7 (15% of) B2B marketing executives rate their company’s current ability to do so as excellent. This is according to a report [download page] from Demand Gen Report, which... READ MORE
Half of US Adults Are Interested in the Olympics

Half of US Adults Are Interested in the Olympics US adults' interest in the Tokyo Olympic Games is on par with global interest.

After being delayed for a year due to the COVID-19 pandemic, the 2021 Summer Olympic Games in Tokyo have begun. And, with the pandemic far from ending, a recent survey by Ipsos found that only a little more than half (52%) of Americans believed that the... READ MORE
Global App Spending Jumped Again in H1

Global App Spending Jumped Again in H1 Global consumer spending on mobile apps grew by 24.8% year-over-year in the first half of 2021.

Global consumer spending on Apple’s App Store and Google Play grew by 24.8% year-over-year (y-o-y) in H1 2021 to reach $64.9 billion, per recent data from Sensor Tower Store Intelligence. Based on Sensor Tower’s estimates and projections, these figures... READ MORE
9 in 10 Demand Gen Marketers Believe Online Event Fatigue is Real

9 in 10 Demand Gen Marketers Believe Online Event Fatigue is Real More than three-quarters of demand gen marketers used online events to fill the gap left when face-to-face events were canceled.

In 2020, B2B marketers who had once relied on face-to-face events had to look elsewhere to build pipeline — and for 8 in 10 (78%), online events were a tactic they used to fill the gap, making it by far the most common approach, per the latest State of... READ MORE
Digital Divide Remains As Lower-Income Americans’ Tech Adoption Continues to Lag

Digital Divide Remains As Lower-Income Americans’ Tech Adoption Continues to Lag Only about three-quarters of US adults with HHI of less than $30K owns a smartphone, compared to 97% of those with HHI of more than $100K.

Most adults say they go online at least daily, but how they are accessing the internet often depends on their income level and the devices they own. A recent survey by Pew Research Center shows that a gap exists in regards to income level and the adoption of... READ MORE
3 in 4 Spurred to Spend More At Small Businesses by Promotions

3 in 4 Spurred to Spend More At Small Businesses by Promotions Loyalty programs also motivate consumers to spend more at small businesses.

In general, Americans tend to hold small businesses in high regard. And, while the pandemic has brought about many negative consequences, it appears to have driven more US consumers in the direction of small businesses, with a survey [pdf] by Sendinblue... READ MORE
Majority of Youth Report Having Clicked on A Marketing-Related QR Code

Majority of Youth Report Having Clicked on A Marketing-Related QR Code About 3 in 10 older adults have used a marketing-related QR code.

Despite being around for some time, the use of QR codes has been limited. However, since the pandemic made it necessary for businesses to find ways to offer contact-free ways of providing information to consumers – and consumers increased their use of... READ MORE
US Online and Traditional Media Advertising Outlook, 2021-2025

US Online and Traditional Media Advertising Outlook, 2021-2025 MarketingCharts' annual coverage of PwC's media advertising landscape 5-year forecast.

PwC has released its latest annual Global Entertainment & Media Outlook report, a comprehensive study that contains projections for online and offline media advertising markets through 2025. [Editor’s note: If you’re interested in media trends, the 7th... READ MORE
CMOs Expected to be CX Champions

CMOs Expected to be CX Champions Some 6 in 10 C-suite leaders believe that being a CX advocate and champion is essential to the role of CMO.

With more customers opting to go multi-channel, customer experience (CX) has become a top priority for businesses. And, while the debate continues as to where the responsibility for CX lies, many leaders are looking to marketing to make sure their business... READ MORE
Amazon Prime Members to Keep Buying From Brands They First Tried During the Pandemic

Amazon Prime Members to Keep Buying From Brands They First Tried During the Pandemic More than 4 in 10 Amazon Prime members say they purchased products on Amazon from brands they hadn't purchased from before the pandemic.

The pandemic impacted the brands consumers chose to purchase from. While some stopped purchasing from brands they used to buy from, others branched out and tried new ones. Furthermore, a report [download page] from Tinuiti found that half of the more than... READ MORE
In May, People Spent More TV Time Streaming than Watching Broadcast

In May, People Spent More TV Time Streaming than Watching Broadcast Streaming accounted for some 26% of the time households spent with TV in May.

With the number of subscription video services now exceeding the number of people in the US, it’s no surprise that May 2021 data from Nielsen shows that TV households were spending more time streaming than they were watching broadcast TV. The data shows that... READ MORE
Majority of B2B Buyers Say Their Purchase Timelines Have Increased

Majority of B2B Buyers Say Their Purchase Timelines Have Increased Some 8 in 10 respondents say that a vendor’s content had a positive and significant impact on their buying decision.

While one-third of B2B executives report that the current environment has caused their organization to escalate some purchases due to changing business needs, that doesn’t seem to have sped up the buying process overall. A recent report [download page] from... READ MORE
Most Valuable Brands Enjoy Record Growth

Most Valuable Brands Enjoy Record Growth The top 100 most valuable global brands for 2021 have a collective brand value of $7.1 trillion.

The value of the world’s most valuable brands has grown considerably this year. This is per the latest Top 100 Most Valuable Brands 2021 report [download page] from Kantar BrandZ, which found that the value of the top 100 brands grew by 42% over the past... READ MORE
4 in 10 Americans to Up Spend on Beauty and Grooming Products

4 in 10 Americans to Up Spend on Beauty and Grooming Products 2 in 3 say ads are an important influence when deciding which products to buy.

Some 67% of US adults think that advertising is an important influence when it comes to choosing beauty and grooming products. In fact, data [press release] from NCSolutions shows that two-thirds of adults buy products they have recently seen ads for. While... READ MORE
How Are Marketers Using Social Data?

How Are Marketers Using Social Data? More than half of marketers are using social data to understand their target audience.

Social media usage has grown since the start of the pandemic, providing a plethora of opportunities for marketers who utilize social media data. But what are they using that data for? Per a report [download page] from Sprout Social, more than half (55%) of... READ MORE
US Adults Most Likely to Learn About 5G from Ads

US Adults Most Likely to Learn About 5G from Ads Youth appear to be getting most of their information about 5G from social media.

As 5G rolls out across the US, about 1 in 5 (22% of) Americans are getting the bulk of their information about the technology via advertisements from mobile network providers. A recent YouGov survey of more than 28,500 US adults found that sizable portions... READ MORE
Content Not the Only Appeal in Streaming Video Subscriptions

Content Not the Only Appeal in Streaming Video Subscriptions Ease of use is one of the top factors that attract consumers to subscription streaming services.

Video streaming dominates the at-home entertainment industry. More than half of Americans are watching TV via an SVOD and about 8 in 10 people in the US subscribe to at least one video-on-demand service, while more than half subscribe to more than one. And,... READ MORE
Smartphone Users Don’t Want Frequent Push Notifications from Brands

Smartphone Users Don’t Want Frequent Push Notifications from Brands For some, any push notifications from brands are too many.

Although Americans are reliant on their smartphones, 3 in 10 report they are easily distracted by notifications from their phone. They will likely get no relief from notifications anytime soon, as nearly half of B2C marketers plan to use push notifications... READ MORE
2 in 3 B2B Marketers to Up Their MarTech Spend

2 in 3 B2B Marketers to Up Their MarTech Spend One in 4 expect to see their digital marketing budget increase significantly.

More than two-thirds (68% of) B2B marketers expect their digital marketing budgets to rise in the year ahead, with 1 in 4 (26%) expecting their budgets to increase significantly. These figures come from Wpromote’s latest report [download page] on the... READ MORE
How Can A Journey-Based Strategy Help You?

How Can A Journey-Based Strategy Help You? About 8 in 10 CX and marketing professionals say that a journey-based approach is very important to their organization's overall success.

As marketing teams begin to put more emphasis on targeting the “self-reliant buyer,” customer content personalization and the customer journey have taken priority. A recent report [download page] from Pointillist emphasizes the importance of a... READ MORE
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