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The Duopoly Is Expected to Outpace TV in Global Ad Revenues This Year

The Duopoly Is Expected to Outpace TV in Global Ad Revenues This Year WARC expected traditional ad spend to see some gains - but with the coronavirus pandemic threatening the Olympics, that may not be the case.

Global advertising investment for 2020 is expected to grow for both traditional and online media, but, not surprisingly, the biggest growth is expected to be seen in online media. Indeed, while traditional advertising spending is predicted to grow by 1.5% to... READ MORE
More Than Half of Streaming Audio Listeners Use Free Ad-Supported Services

More Than Half of Streaming Audio Listeners Use Free Ad-Supported Services In the audio streaming universe the potential penetration for advertisers is much larger (proportionally) than in the video streaming landscape.

Last year, the number of on-demand audio streams grew by almost one-quarter (23.8%) from the year before to reach 745.7 billion streams. While digital music streaming ad spend is still small, some growth is expected in the next few years. And while a lot of... READ MORE
These Are the 10 Largest E-Commerce Retailers in the US This Year

These Are the 10 Largest E-Commerce Retailers in the US This Year Amazon maintains a dominant lead, while Target cracks the top 10.

As a new decade begins, Amazon still reigns over the US e-commerce space by a wide margin, per recent estimates of online retail sales for 2020 from eMarketer. The research firm indicates that other retailers have a long way to go before they come close to... READ MORE
Could Tuesday be the Day to Watch for Retailers?

Could Tuesday be the Day to Watch for Retailers? A couple of studies show traffic, conversions, and email response rates to be highest on Tuesdays.

When it comes to e-commerce, some days have higher traffic and conversion rates than others. As it turns out, per a new report from Oribi, Tuesdays may be the best day for online retailers in certain industries. In its analysis of data of more than 5.2... READ MORE
Buyers Say Insights Suppliers Need to Up Their Game in Some Key Areas

Buyers Say Insights Suppliers Need to Up Their Game in Some Key Areas Only one-quarter of insight buyers are satisfied with suppliers' ability to make recommendations based on research.

In some respects, there’s good news for market research providers, as insight and analytics buyers’ overall satisfaction with them increased last year, from 49% in 2018 to 55% in 2019, per findings from the latest Greenbook Industry Trends (GRIT)... READ MORE
Can Revenue Operations Align B2B Professionals?

Can Revenue Operations Align B2B Professionals? Adoption of such a function is fast increasing, but only a few CMOs currently own such teams.

When it comes to driving revenue at B2B firms, a large majority (84%) of professionals in the space agree that both sales and marketing share revenue responsibility. A similarly broad consensus (78%) exists around the notion that consistent revenue growth is... READ MORE
Here’s How the Business Impact of Creative Work is Defined

Here’s How the Business Impact of Creative Work is Defined A substantial minority don't have any clarity, while most never get quantitative feedback.

With creative being the strategic service most likely to be moved in-house, more than 7 in 10 (72% of) creatives say that their in-house team handles more than three-quarters of their business’ creative needs. With such a hefty chunk of creative... READ MORE
For Organic Growth, CMOs Say Talent and Alignment Matter More Than MarTech and Data

For Organic Growth, CMOs Say Talent and Alignment Matter More Than MarTech and Data The importance of stakeholder alignment has increased considerably, while fewer feel that the right data is paramount.

The digital age has made marketers very dependent on data and technology in order to perform functions such as tracking and targeting customers across channels and personalizing their journey. But, while the majority of companies plan to invest in their... READ MORE
US Retail Sales Forecast to Grow by 3.5-4.1% This Year

US Retail Sales Forecast to Grow by 3.5-4.1% This Year Preliminary growth figures for 2019 are less than forecast this time last year.

Although factors such as the upcoming presidential election, the current trade war and increasing worries about the spread of the coronavirus have cast uncertainty over the outlook of retail sales, the National Retail Federation’s 2020 forecast predicts... READ MORE
US CMOs Are Getting Bullish About Customer Retention

US CMOs Are Getting Bullish About Customer Retention CMOs are reporting improvements in their ability to retain customers - and more are forecasting gains ahead.

CMOs in the US are growing more optimistic about the prospects of increasing their number of new customers this year, with 79% expecting to see an increase in new customers over the next 12 months, compared to 72% feeling that way last year. But it’s not... READ MORE
These Are the Most “Intimate” Brands in the US in 2020

These Are the Most “Intimate” Brands in the US in 2020 Amazon moves into the top spot.

After only a year in the pole position as the most “intimate” brand in the US, Disney has dropped a notch, with Amazon jumping two positions to top the list this year, per the latest annual study [download page] from brand agency MBLM. The brands are ranked... READ MORE
Brands’ Business Goals on Amazon Are More Than Just Sales

Brands’ Business Goals on Amazon Are More Than Just Sales Brands are using Amazon to boost awareness, and some to test products.

Considering that more than half (55%) of brands are already selling their wares on Amazon, while about half (48%) of those who don’t are considering doing so this year, Amazon figures prominently into brands’ retail strategies. But is it all... READ MORE
These Publishers Kicked off 2020 with the Biggest Podcast Audiences

These Publishers Kicked off 2020 with the Biggest Podcast Audiences NPR tops the list of podcast publishers for January with a unique audience of almost 24 million Americans.

Although there are some marketers that believe podcasts are overhyped, that doesn’t diminish the popularity they have with listeners. Indeed, the average unique monthly audience for the top 10 podcast publishers in the US increased by more than one-third... READ MORE
Affordability and Performance Among Top Gen Z Desires From Product Innovation

Affordability and Performance Among Top Gen Z Desires From Product Innovation Some 82% of Gen Z consumers say they're more likely to support a company that makes changes based on customer feedback.

With the oldest among Gen Z about to be alive for a quarter of a century this year, many are likely to be shifting their shopping habits and their expectations about brands in a more practical direction than when they were in their teens. When it comes to... READ MORE
As Mobile Grabs More Marketing Budget Share, Challenges Persist

As Mobile Grabs More Marketing Budget Share, Challenges Persist Tracking customers across the buying journey is the top challenge for mobile marketers.

With smartphone ownership among Millennials and Gen Xers reaching at least 90%, and as smartphone adoption with older consumers continues rising, businesses are allocating more of their marketing budgets to mobile. Indeed, the most recent report from The CMO... READ MORE
Which Trends & Tech Do Marketers Think Are Most Overhyped?

Which Trends & Tech Do Marketers Think Are Most Overhyped? Some marketers complain of technology overload. Which might be too hyped?

Two-thirds (68%) of marketers and brand professionals expect to increase the number of marketing technology providers their brand uses this year, with Marketing (31.4%) and IT (30.4%) jointly considered the most responsible for driving martech adoption. That... READ MORE
Consumers Look to Social Media for D2C Content

Consumers Look to Social Media for D2C Content Social media content is preferred by D2C customers, though they say they mostly interact with D2C brands on their websites.

The majority of B2B and B2C brands benefit from the increased exposure and traffic that social media provides. For those B2C brands selling direct-to-consumer (D2C), social media content appears to be welcomed by customers, with more than one-third (36%) of... READ MORE
Here’s Where Marketers See the Importance of Transactional Emails

Here’s Where Marketers See the Importance of Transactional Emails Many email pros see transactional emails as very important for engagement, retention and conversion.

Some 3 in 10 companies send more than 100,000 transactional emails each month, per a new study. Given this volume and the above-average response rates they garner, these emails offer another opportunity for marketers to sell to customers, and can help secure... READ MORE
What’s the Number One Brand Differentiator in 2020?

What’s the Number One Brand Differentiator in 2020? Brand awareness is a major concern for marketers this year.

Brands spend a lot of time finding ways to earn the trust and the ever-so fragile loyalty of customers. With so much effort put into winning and retaining customers, a new report from Bynder looks at what brands think will help them stand apart from the... READ MORE
Are Advertisers Breaking Through to Multicultural Groups?

Are Advertisers Breaking Through to Multicultural Groups? Only 1 in 4 consumers think that multicultural ads are just trying to be politically correct.

While multicultural media spending is growing, it is a small fraction of overall spend and far from proportional to the populations it is meant to target. It certainly seems as though marketers are missing out: a new report from Horowitz Research reminds... READ MORE
Inc. 500 Companies Increase Their Use of Instagram, See Value in Paid Social

Inc. 500 Companies Increase Their Use of Instagram, See Value in Paid Social Almost half of Inc. 500 executives surveyed believe the value of free social media has leveled off.

Fully 95% of Inc. 500 companies used at least one social media platform in 2019, largely consistent with the year prior (94%). And although LinkedIn and Facebook remain the social media platforms of choice for these fast-growing companies, Instagram adoption... READ MORE
CMOs Report A Skills Gap in Data and Analytics

CMOs Report A Skills Gap in Data and Analytics UX also suffers from a lack of skilled employees.

One of the biggest challenges businesses face is finding employees with the right skill set to navigate the seemingly never-ending advances in technology. A new survey [download page, membership required] of global CMOs by The CMO Club finds that the skills... READ MORE
7 in 10 Consumers Believe They Should Be Compensated for Their Personal Data

7 in 10 Consumers Believe They Should Be Compensated for Their Personal Data 3 in 4 consumers say companies should tell them what is being done with their personal data.

Four out of 5 US adults believe it’s very important that their data is kept private. However, far fewer (29%) marketing executives agree to the same extent, per a survey [download page] of 2,000 US adults and 500 marketing executives by Braze. C-suite... READ MORE
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
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