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What’s in B2B Marketers’ Strategic Plans This Year? At least 3 in 4 B2B marketers intend to use content marketing, digital ads and email as part of their strategies in 2020.
B2B marketers expect to rely on some tried-and-true channels in the year ahead as part of their marketing strategy. Based on a survey of more than 100 B2B marketing professionals, a new report [download page] from ON24, Market2Marketers and Heinz Marketing... READ MORE
These Are the Top Goals and Challenges Involved in Programmatic Ad-Buying Audience targeting tops the list of challenges faced by marketers using programmatic advertising.
Digital ad-buying through programmatic technologies is an increasingly common tool among marketers – and according to a new report [download page] from Ascend2, three-quarters (76%) of marketing professionals use programmatic advertising to some extent. Here... READ MORE
Social Media Marketers Concentrate Their Paid Ad Efforts on Facebook and Instagram 1 in 5 want to learn more about TikTok ads.
Last year, social media advertising overtook print to become the third-largest advertising channel across the globe, behind TV and paid search advertising. And, although social media users aren’t quite as keen on Facebook as they used to be, a full 70% of... READ MORE
4 in 10 People Say They See Too Much Branded Influencer Content on Social Media Notably, 1 in 3 say they like branded influencer content less than ads.
Influencer marketing and branded social media posts containing branded content are fast catching up to the traditional ad – but how do consumers feel about this development? According to new data from Kantar, one-third of consumers like branded content less... READ MORE
Most Americans Aren’t Bothered by Brands Appearing Next to Cannabis Content However, tolerance for seeing ads near cannabis content does vary based on state legality.
Alongside the growth in popularity of cannabis consumption in the US, nearly half (45%) of consumers agree that online content referencing cannabis is a suitable space for ads, per a recent report [download page] from Integral Ad Science (IAS). Though this... READ MORE
B2B Buyers Value These Traits in Salespeople Buyers value active listening most, although sales managers focus on other skills when hiring teams.
The top traits that B2B buyers value in salespeople do not always align with what sales managers look for when hiring, with 42% of buyers valuing active listening but just 26% of sales managers valuing this trait. So finds a recent report [download page]... READ MORE
Why Do People Follow Brands On Social Media? People find brands on social media in a variety of ways - and then cite a range of reasons for following brands.
Consumers lean on a number of factors when they are looking for new accounts to follow or like on social media. A new report [download page] from Sprout Social shows that many are influenced by suggestions in their feed or by the use of discovery tools... READ MORE
Most Media and Healthcare Searches on Google Late Last Year Produced No Clicks Of the four markets analyzed, healthcare has the largest share of no-click searches.
More than two-thirds (68%) of all health-related searches on Google produce no clicks, with Travel-related searches being the most likely to produce organic clicks (47%), per new analysis of click types across 4 verticals provided by Searchmetrics. In 3 out... READ MORE
Some Consumers Say Their Social Ad Engagement Grew During Stay-at-Home Guidelines More than one-third of US consumers claim to be more open to engaging with social media ads since COVID-19.
Some 38% of US consumers are more open to engaging with ads on social media since the COVID-19 pandemic, but consumer sentiment has shifted since March, according to a report [download page] from Smartly.io. In what has been a changing landscape for most... READ MORE
Social Media Marketers Up Their Use of Instagram Video; Few Plan to Use TikTok For Now Social media marketers expect to increase their use of Instagram Stories, but there doesn't seem to be much appetite for TikTok video marketing for now.
Last year, consumers spent an average of 84 minutes per day watching videos online. And, with time spent consuming online video expected to increase in the next two years, not to mention the reported increase in video consumption during the current COVID-19... READ MORE
9 in 10 CX Professionals Say a Journey-Based Strategy is Key to Overall Success High-performing CX professionals are more likely that those under-performing to engage customers at the right time on their preferred channels.
Eight in 10 CX, analytics, customer care, and marketing professionals surveyed for a new report from Pointillist say that a journey-based strategy is very (39%) or extremely (40%) important to their organization’s overall success. Respondents, more than 95%... READ MORE
Marketers and Salespeople Confident in ABM As the Right Strategy, but Struggle to Execute Programs at Scale One-fifth are not at all confident in their ability to execute ABM at scale.
Although account-based marketing (ABM) is one of the strategies B2B marketers are most interested in exploring this year, many marketers lack confidence in their ability to perform ABM at scale. In a new report from Campaign Stars, Folloze and Terminus in... READ MORE
What Sort of Threat is Amazon to B2B Organizations? Only 1 in 4 B2B decision-makers surveyed view Amazon as a threat to their business.
As the undisputed leader in global e-commerce, Amazon’s reach poses a threat to the growth of other online B2C retailers. But, does Amazon pose the same kind of threat to B2B businesses? Here’s what a recent report [download page] from Episerver reveals.... READ MORE
Half of US Consumers Are Spending Less Money – The Highest Rate in a Decade More than one-quarter of US adults are spending less - and believe this will be their new normal.
It’s clear that the COVID-19 pandemic has not only had a significant impact on marketing and advertising but also on consumer spending behavior. New data released by Gallup shows that half (51%) of the American consumers surveyed in April say that in... READ MORE
Asian-Americans’ Digital Device Adoption Remains Above Average Almost two-thirds of Asian-American TV households own an enabled smart TV.
Asian-Americans continue to be ahead of the curve when it comes to digital adoption. Per new data from Nielsen, 9 in 10 Asian-American TV households own an internet-connected TV device of some kind, compared to 76% of all US TV households. Almost across the... READ MORE
Friends and Family Still the Most Trusted Sources of Brand Information Relatively few trust advertising, and intrusive targeted ads are at risk of further alienating consumers.
Advertising is the least trusted source of information about brands and services among consumers, according to a recent report from Kantar Media. As advertising becomes increasingly targeted based on online activity, consumers are at risk of being put off by... READ MORE
1 in 4 Marketers Say They Always Use Data As Part of Their Decision-Making Process The customer journey is top of mind for marketers using data in their decision-making.
Data factors into the strategic decisions made by a majority of today’s marketers. A new survey [download page] from Ascend2 found that one-quarter of marketers are using marketing data as part of every strategic decision, while another 44% report that data... READ MORE
Get to Know Interactive Email Epsilon's Email Trends Guide has everything you need to know about interactive email.
[Sponsored by Epsilon] It’s more important than ever to reach your customers with timely, relevant content – especially in the coming months. Pioneering email marketers are using interactive methods such as kinetic techniques, agile content and... READ MORE
This Is How Priorities Have Changed for Healthcare Marketing Teams Since COVID-19 Healthcare marketers have cut spending on content marketing and are working to make their organizations more discoverable.
Healthcare marketing departments have cut media spend and paid advertising by 38.5% due to COVID-19, with many top initiatives becoming a lower priority. So reveals Binary Fountain in a new study [download page] exploring what healthcare marketing looks like... READ MORE
These Were the 10 Most “Talkworthy” Marketing Campaigns in 2019 Much of the conversation offline about AARP last year referenced its marketing and advertising campaigns.
AARP and Playstation made waves with their marketing campaigns last year in terms of conversation offline and online, respectively, it seems. New data from Engagement Labs shines a light on the brands whose marketing campaigns accounted for the highest share... READ MORE
Does Your B2B Content Target an Active Audience? The C-suite engages with content most during the late morning.
For marketers who want their content to cut through the noise, the familiar ‘Tuesday at 10’ slot is indeed the best time to reach the C-suite, according to a new report [download page] from NetLine. Using content consumption activity data, the study... READ MORE
Nearly Half of Consumers Would Change Their Purchase Behavior as a Form of Feedback Marketers should look out for those voting with their wallets, but more consumers choose to voice feedback using surveys.
More than 8 in 10 (85%) consumers share their opinion with brands by taking surveys, making this the most popular method of giving feedback. A recent report [download page] from DISQO shares this and other insights into how and why consumers choose to make... READ MORE
Amazon Dominates in Service Quality Perception, but Isn’t Always the First Choice for Shopping For example, luxury and beauty are areas where consumers prefer to shop either offline or at retailer sites.
Amazon leads the way among online retail channels in consumers’ views of delivery speed, delivery price, product reviews and more, but it falls behind as a shopping destination in some sectors, according to a recent report [download page] from Wunderman... READ MORE
These Were the Leading Categories for Ad Spend in Q1 2020 Healthcare leads the pack during the pandemic.
For many advertisers, the COVID-19 outbreak has likely brought about difficult decisions. In a time of uncertainty, many will be questioning whether any form of advertising makes sense right now, and others are cutting their volume and spend (though there... READ MORE
Consumers Are Streaming More Since the COVID-19 Outbreak – but What About Pay-TV On-Demand? Hint: viewing certainly isn't going down with stay-at-home orders in place.
It is not just streaming video services whose viewing hours have increased in the wake of the COVID-19 outbreak. According to new data [press release] from The Diffusion Group (TDG), pay-TV on-demand viewing has also been on the rise. The survey of almost... READ MORE
Live Video’s A Top Trend for Social Marketers, Who Point to Audience Engagement As Their Key Differentiator While brand awareness is a top goal, social marketers find identifying and reaching their target audiences their largest challenge.
For social marketers, it is increasingly vital to execute campaigns and strategies that stand out. With most brands convinced about the benefits that a strong social presence can bring, marketers face the challenge of cutting through the noise to reach their... READ MORE
Just 1 in 3 Organizations Are Satisfied With Their Lead-to-Customer Conversion Rates. What Might Help? A prioritization of CRM data quality among leadership is one of the suggested factors.
For marketing and sales organizations looking to improve their lead-to-customer conversion rates and overall revenue, collecting and maintaining high-quality CRM data could be the key to positive change, per results from a recent study [download page] by... READ MORE
Enterprise Companies Struggle with Customer Experience Tasks Only half of enterprise organizations can customize interactions with customers based on their specific profile.
Enterprise companies have numerous reasons to invest in improving their customer experience (CX), as a poor experience will lead to low customer retention (41%) or a decrease in sales (39%), according to a recent survey. Indeed, a Forrester Consulting study... READ MORE
COVID-19 Expected to Drive Higher Social Media Usage This Year, with Instagram and Snapchat to Benefit Revised forecasts now show an uptick in Facebook usage.
Among the various repercussions and changing consumer behaviors attributed to the coronavirus pandemic, Americans are expected to spend more of their time on social media this year, per new forecast data from eMarketer. The research firm estimates that adult... READ MORE
Where Shoppers Say They Start Their Product Hunt: Amazon > Search Amazon is also being used for inspiration as it moves beyond simply a transactional platform.
More than 6 in 10 (63%) consumers in key e-commerce markets start their online shopping searches on Amazon, topping the percentage of those who start their purchase journeys on search engines. So finds a new report [download page] from Wunderman Thompson... READ MORE
How PRs Can Better Pitch Journalists Hint: there's nothing more important than relevance.
A conversation with almost any journalist or editor (including the team at MarketingCharts) will reveal that they are inundated with irrelevant pitches from PR professionals. For stats that back this up, a global survey [download page] by Cision of... READ MORE
Viewing Hours for CTV Device Leaders Grew by 55% in Q1 Roku remains the market leader, accounting for 44% of global connected TV device viewing time in Q1.
Connected TV (CTV) device market share leaders Roku and Fire TV each saw a 55% year-over-year increase in viewing hours in Q1, according to Conviva’s State of Streaming report [download page] for Q1 2020. As much of the world was told to stay at home,... READ MORE
Large CPG Manufacturers Are Losing Market Share to Private Label and Extra Small Companies Private label manufacturers' market share grew to almost 16%.
US CPG dollar sales saw a 2.2% rise year-over-year in 2019, continuing steady growth since 2017, according to a recent study [pdf] from IRI and Boston Consulting Group (BCG). Private label and extra small companies were drivers of growth last year with large... READ MORE
So, You Want Your Content to Be Audience-Focused. Be Prepared for Some Challenges. Most content marketing professionals struggle with audience-related issues.
Marketers pride themselves on knowing their audience – and the most successful content marketers put their audiences’ needs first. Indeed, when it comes to the ingredients behind a successful content strategy, the highest-ranked factor among... READ MORE
Marketers Chase First-Party Data More Aggressively In responding to regulations, many have used external experts, first-party data and agile approaches to stay ahead.
With Europe’s GDPR and California’s CCPA being in place for some time, marketers are able to take stock of the impact. Fortunately, some two-thirds (67%) of marketers see recent privacy regulations as positively impacting marketing, while 9 in 10... READ MORE
Facebook Giving Accounted for 3.5% of Non-Profits’ Online Revenues Last Year One-quarter of Facebook donations occur during the holiday months of November and December.
Facebook giving made up 3.5% of all non-profit online revenue in 2019, with Health non-profits benefiting in particular (9.5%), according to M+R’s latest Benchmarks data. Alongside a decrease in revenue from email, the amount raised through Facebook... READ MORE
Smart Speaker Owners Are Using Their Devices More Since the COVID-19 Outbreak Music and entertainment listening accounts for part of the rise, especially among younger adults.
As of Spring 2020, one-quarter (24%) of adult Americans now own a Smart Speaker, up from 21% in 2019. Indeed use of Smart Speakers by their owners is on the rise, according to recent data [download page] from NPR and Edison Research. Since the outbreak of... READ MORE
Marketers at B2B Firms Tout the Value of Social Media Surprisingly few choose website personalization as a key differentiator online.
When marketers think of social media, it’s easy to think of its use by consumers and how to connect with them – whether through TikTok, Instagram Stories, or Snapchat. But when Episerver polled 600 B2B decision-makers for its latest report... READ MORE
Which Tools Are Most Prevalent in High-Growth Companies’ Sales Tech Stacks? Data, engagement and chat technologies are used at more than half of these firms.
While CRM isn’t used by all companies, when it comes to high-growth firms its adoption is ubiquitous, according to a recent report [download page] from TOPO. In this respect among others, sales tech usage often mirrors that of marketing tech. According... READ MORE
Half of At-Risk B2C Service Subscribers Would Choose to Pause Their Plan Instead of Canceling However, different subscription types exhibit different potential retention rates when deploying this tactic.
It’s in the interest of any subscription-based company to keep churn rate low. With an estimated 27.4 million US consumers at risk of canceling at least one subscription in the next 6 months, subscription services are looking for effective ways to... READ MORE
More Than 1 in 5 American Adults Have Used Cannabis in the Past Year Cannabis users appear to be both active and social, and are more likely than average to eat organic foods.
Cannabis is now legal for recreational use in 11 US states, with another 33 allowing cannabis use for medical purposes. As more states legalize its use, it appears that the number of American adults who consume cannabis products – including marijuana... READ MORE
Deletion Requests Most Popular CCPA Demand from Consumers in Q1 2020 CCPA data subject requests peaked in January, right after regulations took effect. But 'do not sell' requests may be holding steady.
When the California Consumer Privacy Act (CCPA) went into effect on January 1, 2020, many affected businesses were not completely prepared for the changes and were short of being compliant with the new regulations. With the first quarter under the new... READ MORE
Agency Leaders Were Predicting Growth in These Areas. Their Rosy Forecasts Are Unlikely to Hold Up. In light of the coronavirus, only 3 in 10 agency leaders surveyed expect to enjoy more profitable growth in 2020 than in 2019.
In spite of fears that gaining new business would be difficult, 2019 turned out to be a good year for agencies. A new report from Society of Digital Agencies (SoDA) reveals that 6 in 10 agency leaders say they had a strong year in 2019, with about one-fifth... READ MORE
Brand Awareness is Top of Mind in Email Signature Marketing With email being their main source of customer interaction, some small businesses are turning to email signature marketing.
Email remains one of the top marketing channels for driving sales, but it’s not just email content that can facilitate objectives such as brand awareness, lead generation or increasing sales. Email signatures can also be used to drive these objectives, per a... READ MORE
The 10 Most Valuable Global Retail Brands in 2020 With a Brand Value of $415.9 billion, Amazon remains at the top of the list, which was created prior to the COVID-19 pandemic.
The world’s most valuable retail brands have experienced 12% growth in brand value this year to reach a total of $1.5 trillion, according to the latest annual rankings [pdf] from BrandZ. Although this growth was considerably less than the 33% growth seen... READ MORE
US Out-of-Home Ad Revenues Grew by 7.5% In 2019 Out-of-home ad revenue hit a record $8.6 billion in 2019.
US out-of-home (OOH) revenues increased by 7.5% year-over-year (y-o-y) in 2019, hitting a new high of $8.6 billion, per figures released by the Out of Home Advertising Association of America (OAAA). The growth rate was quite a leap compared to those of 2018... READ MORE
B2B Decision-Makers Say Changes to Their Go-to-Market Approach Are Likely to Stick After COVID-19 Some 8 in 10 say that new go-to-market approaches will last for more than a year, with B2B e-commerce rising sharply.
Almost 6 in 10 B2B companies (57%) in the US have reduced their marketing spend as a result of the coronavirus outbreak, according to a McKinsey study of 3,600 B2B decision-makers. But the changes to the B2B model are more significant and potentially... READ MORE
More Than 3 in 4 Broadband Households Now Subscribe to An OTT Streaming Service However churn rates are growing, with costs often cited.
OTT subscription service adoption continues to increase in the US, with new data from Parks Associates revealing that 76% of broadband households now subscribe to at least one OTT service, up from 72% of households for the same quarter in 2019. Similarly, a... READ MORE
Marketers See Usefulness of Research Tactics, but Lag in Self-Reported Skill Sets The gap between usefulness and skill level is widest for data analysis and audience segmentation.
Nine in 10 (91%) marketers consider market research to be beneficial to marketing, but that doesn’t mean all marketers feel that they are good at executing research practices. A recent report [download page] from S2 Research finds that one-third (34%)... READ MORE
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