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Here’s How Much Snapchat’s Redesign Affected Its Status With Millennials

Here’s How Much Snapchat’s Redesign Affected Its Status With Millennials Was it the redesign - or that famous tweet - that caused Snapchat's satisfaction scores to plummet?

Snapchat has reportedly redesigned its much-maligned redesign, and with good reason. Recent data from YouGov shows just how great a toll the redesign took on Snapchat’s favorability among US Millennials. YouGov tracked the impact of the redesign by... READ MORE
US Online Ad Revenues Grow by 21% in 2017: 10 Notes

US Online Ad Revenues Grow by 21% in 2017: 10 Notes Here are 2 key highlights: mobile video spend surpassed desktop video spend for the first time; and social media grew to comprise 1 in every 4 online ad dollars.

Online ad revenues in the US grew by 21.4% year-over-year in 2017 to total $88 billion, per the latest revenue report from the IAB and PwC [pdf]. Revenues for the fourth quarter were up by about 21% year-over-year as the shift to mobile continued. Here are 5... READ MORE
B2B Firms Struggle With Data Activation

B2B Firms Struggle With Data Activation Large B2B firms are basing half of their decisions on intuition and experience rather than data analysis.

B2B marketers and salespeople on average make about half of their decisions based on intuition and experience rather than quantitative data analysis, according to a commissioned study [download page] conducted by Forrester Consulting on behalf of Dun &... READ MORE
Video Streaming Device Users Still Rely on Traditional TV

Video Streaming Device Users Still Rely on Traditional TV Fully 93% of adults ages 25-54 with a streaming-enabled device watch traditional TV on a typical day.

In November of last year, some 65.3 million US homes (or 59% of the total population) had an internet-enabled device capable of streaming content to the TV, such as a video game console, smart TV and/or multimedia device. So says Nielsen in its latest Local... READ MORE
Retargeting Ads Have Weak Appeal With Consumers

Retargeting Ads Have Weak Appeal With Consumers E-commerce performance marketers also believe that retargeting ads aren't being optimized properly.

Retargeting is considered to be one of the most effective tactics for driving search and social advertising performance. But shoppers have different ideas about the value of retargeting, according to a new study from Nanigans. To arrive at its conclusions,... READ MORE
CMOs Identify 4 Areas in Need of Improvement in Marketing

CMOs Identify 4 Areas in Need of Improvement in Marketing Progress can be made in analytics, and CMOs need to tie results to organizational performance.

CMOs’ average tenure may have slightly rebounded this past year, but that doesn’t mean the position doesn’t come with a hefty amount of pressure. So what areas do CMOs see as needing improvement? A recent report from Korn Ferry [download... READ MORE
These Brands Are Considered the Strongest by Mothers

These Brands Are Considered the Strongest by Mothers Netflix leads the way, while chocolate brands have a strong showing.

Netflix tops all others in brand health, according to women in the US with kids under the age of 18. That’s according to the latest YouGov brand rankings, which revealed the top 10 brands among mothers, based on a composite score covering 6 brand... READ MORE
Google Search CPCs Decline for B2B Advertisers

Google Search CPCs Decline for B2B Advertisers Mobile is playing a greater role in US B2B advertisers' paid search strategies.

The average cost per click (CPC) for a B2B search ad on Google in Q1 2018 was $1.75 in the US, says Marin Software in analyzing a sample of its client base for its latest quarterly benchmarks report [access page]. Perhaps more important than the actual... READ MORE
What Do B2C Brands Need In Order to Achieve A Single View of the Customer?

What Do B2C Brands Need In Order to Achieve A Single View of the Customer? Marketers are looking for cross-functional coordination of data that's underpinned by the right technology.

Companies have long been trying to achieve a single view of their customers, but they’re still struggling to do so. Just 22% of senior marketers (primarily from large consumer-facing companies) responding to a CMO Council survey [download page] said... READ MORE
Average CMO Tenure Rebounded in 2017

Average CMO Tenure Rebounded in 2017 Two-thirds of CMOs at the top-advertised US consumer brands analyzed were first-timers last year.

The average tenure of CMOs at 100 of the most advertised consumer brands in the US has rebounded after a couple of years of decline. That’s according to the latest annual analysis from Spencer Stuart, which also notes that fewer CMOs have been in their... READ MORE
Multi-Step Welcome Emails Prove Popular With Email Marketers

Multi-Step Welcome Emails Prove Popular With Email Marketers Marketers aren't using the full array of marketing automation features available to them.

Marketers have plenty of room for improvement when it comes to marketing automation, according to a survey of GetResponse customers and Smart Insights members [pdf]. Just 1 in 5 say they use most or all marketing automation features available to them, and... READ MORE
Tech Update: Mobile & Social Media Usage, by Generation

Tech Update: Mobile & Social Media Usage, by Generation Smartphone penetration, tablet adoption and social media usage have each exceeded the majority threshold among Boomers.

Millennials continue to be the generation with the broadest access to smartphones and the heaviest use of social media. But Gen Xers are more apt to be using tablets and a majority of Boomers are also “embracing” digital technologies, according... READ MORE
2017 Webinar Benchmarks: 7 Highlights

2017 Webinar Benchmarks: 7 Highlights Four in 10 registrants to marketing webinars converted to attendees last year. Across webinar types, attendees spent an average of almost one hour viewing them.

What can you expect when running a webinar? ON24 dug into its data and has provided benchmarks from an analysis of almost 20,000 webinars (with at least 100 attendees) conducted on its platform in 2017. Here are some quick highlights from the report... READ MORE
Analysis Shows Product Detail Pages Underperform As E-Commerce Landing Pages, But…

Analysis Shows Product Detail Pages Underperform As E-Commerce Landing Pages, But… Shoppers referred to product detail pages by email and social media act differently, and could be good targets for conversions.

Nearly 1 in 4 online shoppers arrived at e-commerce sites on product detail pages (PDPs) during Q1, reports Monetate [download page] in a study of close to 2 billion global shopping sessions. Unfortunately, given their prevalence as landing pages, the... READ MORE
Original Digital Video Ad Spend to Grow As Advertisers Target An Appealing Audience

Original Digital Video Ad Spend to Grow As Advertisers Target An Appealing Audience More than 8 in 10 marketers and agency execs believe that ads appearing in original video reach an audience that can't be reached on TV.

Ad spending on original digital video programming has been climbing rapidly in recent years and looks set to continue doing so, as advertisers eye the attractive profile of original digital video audiences, according to a pair of new reports from the IAB.... READ MORE
Customer Data Analysis Challenges Hinder Use of Advanced AI Capabilities

Customer Data Analysis Challenges Hinder Use of Advanced AI Capabilities The majority of marketers surveyed believe they're putting less than half of their customer data to use.

Top-performing companies around the world are putting artificial intelligence (AI) to use, per recent research, and a new study [download page] from Blueshift and TechValidate indicates that 64% of marketers are planning to increase their use of AI in their... READ MORE
Consumer Expectations Are Driving CX Initiatives, Which Aim to Increase Engagement

Consumer Expectations Are Driving CX Initiatives, Which Aim to Increase Engagement Data-driven marketers are responding to customer expectations for more personalization, and see improved engagement and loyalty as their main pay-offs.

The majority of organizations now see the customer experience as a top priority, according to the “Elevating the Customer Experience” report [download page] conducted by the Winterberry Group for the Data & Marketing Association (DMA) and... READ MORE
Non-Profits Increase Their Email List Sizes, Campaign Volume

Non-Profits Increase Their Email List Sizes, Campaign Volume Non-profits averaged $42 in donations for every 1,000 Fundraising emails delivered.

Non-profits sent 11% more emails in 2017 than in 2016, averaging 66 messages per subscriber throughout the year, according to the latest annual M+R Benchmarks Study. Fundraising emails comprised the largest overall segment, at roughly 2 per month (25... READ MORE
Americans’ Sense of Frugality Largely Persists

Americans’ Sense of Frugality Largely Persists More than one-third are spending less than they used to, and about 6 in 10 say they prefer to save than spend.

More American adults believe they’ve been spending less money in recent months (35%) than more (30%), a pattern that has persisted since the recession, per new Gallup data. However, the gap between spending less and spending more continues to narrow,... READ MORE
How B2B Buyers Feel About Sales Reps: 6 Insights

How B2B Buyers Feel About Sales Reps: 6 Insights Buyers generally have a positive outlook about their relationships with vendor reps, but sometimes question their integrity.

How does sales outreach look and feel from the buyer’s side? That’s the question ValueSelling Associates wanted to tackle in its “Sales from the Buyer’s Perspective” study [download page], conducted with Training Industry,... READ MORE
Almost 6 in 10 Adults Say They’ve Used Voice Search to Find Local Biz Info

Almost 6 in 10 Adults Say They’ve Used Voice Search to Find Local Biz Info Voice search users would like to be able to make reservations and find out prices and inventory.

Some 58% of US adults have used voice search to find information on a local business at some point in the past 12 months, reports BrightLocal in its 2018 Voice Search for Local Business study. Most commonly, people are using their smartphones (56%) for voice... READ MORE
Small Business Owners Rely Most on Email Marketing

Small Business Owners Rely Most on Email Marketing Print and direct mail lead among the traditional advertising types identified.

Most small business owners are self-taught when it comes to marketing and promoting their businesses, according to results from a Constant Contact survey. And while most do some form of marketing for their businesses, fewer than half consider themselves... READ MORE
Short Video Ads Capture Mobile Advertisers’ Fancy

Short Video Ads Capture Mobile Advertisers’ Fancy Privacy is becoming an important consideration for mobile advertisers, particularly relating to mobile device IDs.

Almost two-thirds (64%) of advertisers involved in mobile advertising hiked their mobile ad investments last year, and even more (67%) expect to increase their spending in the coming year, according to a report from Advertiser Perceptions. So which mobile ad... READ MORE
Amazon Ad Spending Enjoys Strong Growth Again in Q1

Amazon Ad Spending Enjoys Strong Growth Again in Q1 Sponsored Product Ads drive the highest sales per click, but Headline Search Ads aren't far behind.

The median advertiser spent almost twice as much on Amazon Sponsored Product Ads (+96%) and Headline Search Ads (+90%) in Q1 2018 as they did a year earlier, reports Merkle in its Q1 2018 Digital Marketing Report [download page]. Spending growth accelerated... READ MORE
US Corporate Reputations Decline; Brands Face Authenticity Deficit

US Corporate Reputations Decline; Brands Face Authenticity Deficit Brands aren't seen as sharing consumers' values, and there are signs that CEOs should be more vocal.

Corporate reputations in the US have diminished this year compared to 2017, according to the Reputation Institute’s “US RepTrak® 100” presentation [download page]. Only about half of consumers trust companies to do the right thing, down... READ MORE
Digital Video Ads Mainly Used for Branding As Relatively Few Measure Sales

Digital Video Ads Mainly Used for Branding As Relatively Few Measure Sales Fewer than half are able to get sales metrics and conversion rates from their digital video ad campaigns.

Brand awareness is a more common objective for digital video advertising campaigns than lead generation or direct sales, finds a new study [download page] from The CMO Council and ViralGains. Indeed, video advertising’s main use in the customer journey... READ MORE
2 in 3 Kids and Teens Say They Use Tablets Regularly. Here Are Their Main Activities.

2 in 3 Kids and Teens Say They Use Tablets Regularly. Here Are Their Main Activities. Playing games and watching videos are popular across age groups, while older kids are more likely to use their tablets for communication purposes.

Some 65% of Gen Z consumers report regular use of a tablet, according to a YouGov survey of almost 600 respondents ages 8-17. The results suggest that children ages 8-11 are the most frequent users (74% regularly using tablets), with regular usage tapering... READ MORE
Audience-Targeted Ads Generate 1 in 3 Google Paid Search Clicks in Q1

Audience-Targeted Ads Generate 1 in 3 Google Paid Search Clicks in Q1 Remarketing lists for search ads (RLSAs) alone accounted for more than one-quarter of Google search ad clicks.

The use of audience targeting in Google search ads has been growing rapidly of late, details Merkle in its latest Digital Marketing Report covering Q1 2018 [download page]. The study reveals that ads targeted to specific audiences accounted for one-third... READ MORE
Marketing to IT Buyers: 2 Key Insights

Marketing to IT Buyers: 2 Key Insights Brand reputation and trust are critical considerations for IT buyers.

Research finds that IT buyers believe they’re contacted by marketers and sales reps more than 20 times per week on average. As such, understanding what influences purchases both inside and outside the workplace is paramount for B2B marketers wishing to... READ MORE
Who Holds the Most Favorable View of Big Tech Companies?

Who Holds the Most Favorable View of Big Tech Companies? Millennials, unlike other age groups, like Google more than Amazon. Few have a positive view of Facebook, though.

The evidence is becoming clearer and clearer that few adults trust Facebook – at least in the wake of the Cambridge Analytica scandal. Indeed, research from YouGov and The Economist [pdf] finds that only a slim majority (54%) of those with an opinion... READ MORE
What Benefits Do Smaller Agencies Offer Brands?

What Benefits Do Smaller Agencies Offer Brands? Smaller agencies are valued for their more personalized service and specialized knowledge.

Two-thirds of enterprise companies expect to use a small or medium-sized agency in the next year instead of their Agency of Record (AOR) for marketing projects, per recent research from Globality conducted by the Economist Intelligence Unit. A new study... READ MORE
Will Mobile Ad Spending Exceed TV in the US This Year?

Will Mobile Ad Spending Exceed TV in the US This Year? A forecast from eMarketer has mobile ahead of TV by year's-end. Do other forecasts concur?

It’s no secret that mobile ad spending has been gaining steam in the US, at last count comprising 54% of all online ad revenues as of H1 2017. A new forecast from eMarketer takes things a step further, calling for mobile to be the single largest... READ MORE
Top 25 Marketing Charts of Q1 2018

Top 25 Marketing Charts of Q1 2018 Our top charts of Q1 2018 as determined by you, our readers.

From content and advertising trends to internet use, B2B marketing and budgets, our collection of Q1 2018’s top marketing charts showcases some macro trends running through the industry while also paying heed to some of the more effective channels and... READ MORE
App Benchmarks Show Improving Engagement, Power of Push

App Benchmarks Show Improving Engagement, Power of Push Retention rates are far higher for app users opted in to push notifications than for those with such notifications disabled.

Close to 4 in 10 app users (38%) launch an app at least 11 times, considered the benchmark of app retention, according to the latest mobile app benchmarks from Localytics. The analysis, which covers usage of 37,000 mobile and web apps from May 2017 through... READ MORE
3 in 4 Americans Went to the Movies Last Year. Who Were They?

3 in 4 Americans Went to the Movies Last Year. Who Were They? Teens, young adults and Hispanics stand out as frequent moviegoers.

Three-quarters of the US population went to a movie at the cinema at least once last year, reports the Motion Picture Association of America (MPAA) [pdf], and roughly 1 in 8 (12%) could be deemed frequent moviegoers in claiming to attend at least once a... READ MORE
US iPhone Users Downloaded More Apps Last Year and Spent More Money on Them

US iPhone Users Downloaded More Apps Last Year and Spent More Money on Them The number of apps downloaded per active device increased by about 10%, while spending on Premium apps and in-app purchases grew by 23%.

US iPhone users hiked their spending on in-app purchases and premium apps by 23% last year, reports Sensor Tower, based on its Store Intelligence data. The average estimated amount spent per active iPhone grew to $58 last year, up from $47 in 2016. While... READ MORE
Facebook and Cambridge Analytica: Privacy Concerns Run High

Facebook and Cambridge Analytica: Privacy Concerns Run High Concerns with privacy have grown and Facebook is less trusted than other platforms. But will usage suffer?

Facebook daily visits seem to have been largely unaffected in the wake of the Cambridge Analytics scandal that broke in mid-March, but some users are reporting deleting their accounts and privacy concerns are high, according to several pieces of... READ MORE
Troubles Organizing Data Prevent Advertisers From Using Preferred KPIs

Troubles Organizing Data Prevent Advertisers From Using Preferred KPIs Advertisers are still using last-touch over multi-touch attribution. Somewhat surprisingly, they also believe that's the most useful ordering.

Advertisers believe that sales metrics are the most effective in evaluating a campaign’s success, but instead tend to use traffic metrics more often, according to a study [download page] from Bazaarvoice and Digiday that surveyed almost 250 brands,... READ MORE
Teens Estimate Spending Just 20% of Their Daily Video Time With Cable TV

Teens Estimate Spending Just 20% of Their Daily Video Time With Cable TV Teens estimate spending more than two-thirds of their daily video time with Netflix and YouTube.

Cable TV’s share of teen video consumption continues to decline at the expense of Netflix, YouTube and other streaming video platforms, according to the latest semi-annual Taking Stock With Teens survey from Piper Jaffray. In fact, this latest edition... READ MORE
Global Box Office Revenues Exceed $40B in 2017, Up 5% Year-Over-Year

Global Box Office Revenues Exceed $40B in 2017, Up 5% Year-Over-Year Despite its growth last year, the global box office accounted for a smaller share of combined theatrical and home entertainment consumer spending than in 2016.

The total amount of box office revenues for all films released in countries around the world grew to $40.6 billion last year, representing a 5% increase over 2016’s total of $36.6 billion. That’s according to the Motion Picture Association of... READ MORE
Here’s What the Most Influential B2B Vendors Are Doing to Win Business

Here’s What the Most Influential B2B Vendors Are Doing to Win Business Insights into buyer interactions, the most influential and trustworthy information sources, and the most important factors for buyers.

The most trustworthy information sources for B2B buyers are also their most influential, details TrustRadius in its second annual B2B Buying Disconnect study [download page]. And that link between trust and influence seems to extend to vendors themselves:... READ MORE
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