Explore Our Insights
Articles
Sponsored
Featured
External Link
Customize Your Feed
By Category
By Date
Customize Your Feed
How Are Marketers Using Salesforce? Technology, training and account-based marketing are on the radar.
Among the many tools that businesses use, CRM platforms are among the most frequently leveraged technology solutions. One of the key benefits is the potential of CRM to assist in creating a single customer view, so it comes as no surprise a survey [download... READ MORE
Here are 3 Stats About Traditional Media Audiences to Keep in Mind in 2020 Our 6th annual Media Audience Demographics report packs in hundreds of interesting data points. We've picked out 3 about traditional media.
Although digital media is all the rage and heavy on the minds of advertisers who are trying to keep customers engaged across the variety of digital channels available, traditional channels have not been abandoned by either consumers or advertisers. In this... READ MORE
How Are D2C Brands Reaching Customers? Offline channels account for two-fifths of D2C media spend.
With three-quarters of their customer base being under the age of 55, direct-to-consumer (D2C) brands have a particular appeal with younger generations. But how are D2C brand reaching these younger customers? Here’s what a recent report [pdf] from the IAB... READ MORE
These Are the Largest Market Research Companies in the US Nielsen tops the list with more than $3.8 billion in US research revenues in 2018.
Nielsen continues to be by far the largest US market research company, outstripping its nearest competitor in US research revenues by a more than 2:1 margin, according to the 2019 GreenBook Market Leaders Report. In 2018 Nielsen’s US revenues surpassed... READ MORE
Are B2C Marketers Getting As Much Out of Their Content Efforts As Their B2B Counterparts? The primary benefits of successful content marketing are shared by both B2B and B2C marketers.
Three-quarters (75%) of global B2C marketers say their content marketing has been moderately to extremely successful this year, with a majority (73%) saying their efforts have been more successful than a year ago. But are B2C organizations reaping the same... READ MORE
Here’s What SMBs Consider When Evaluating New Technology SMB owners look first for ease of use, but other factors are also important.
Nearly half (47%) of small and medium business (SMB) owners from across the globe say that finding the right technology to fit their needs is one of the factors that is constraining their business activities. So, what do SMB owners look for when choosing new... READ MORE
Social Commerce Believed to Be the Top Digital Commerce Channel of the Future Notably, Generation Alpha believes that physical shopping will still have a role to play in the future.
Seven in 10 digital commerce leaders (72%) believe that consumers of the future will prefer to shop online, with more than half (55%) saying they see little value in physical commerce. These beliefs are predicated on the fact that the next generations of... READ MORE
Are Marketers Satisfied With Social Media for Lead Generation? More than one-third of marketers surveyed are dissatisfied with the quality of leads generated from social media.
Many marketers consider social media to be an effective channel in the early engagement stage of the funnel. And, while two-thirds (64%) of marketers say they have a specific plan in place to use social media for lead generation, the verdict may still be out... READ MORE
Programmatic’s Share of Global Digital Display Ad Spend Expected to Keep Climbing An estimated 82.4% of US digital display ad spend is transacted programmatically.
Programmatic’s share of global digital display spending has increased considerably over the past 7 years, and that share is only expected to increase in the next couple of years to come. That said, as the programmatic market matures, a new report [purchase... READ MORE
Google’s Top Trending Searches of 2019 and Other Year-in-Review Lists A variety of top trending searches, social media topics, and entertainment choices.
It’s that time of the year again, for the most special of retrospections… year-in-review lists. Google’s top trending searches of 2019 show that globally cricket, soccer and the newest iPhone were atop our minds this year, while in the US newly-launched... READ MORE
Marketers Tout SEO’s Effectiveness As They Look to Drive Leads, Customer Acquisition More than one-quarter of marketers plan to continue to invest significantly in martech in 2020.
As marketing shifts to a digital world, it may come as little surprise that the majority of today’s marketers find digital media to be significantly (40%) or somewhat (47%) more effective than traditional media, with only 12% of marketers holding to the... READ MORE
In What Areas Do Digital Commerce Leaders Think They Can Beat Amazon? Digital commerce execs think they can compete with Amazon when it comes to loyalty.
Nearly 3 in 5 (57%) digital commerce senior decision-makers see Amazon as a barrier to the growth of their organization’s, with 56% saying they believe that the industry would be better off without the e-commerce giant. Yet although one-third (34%) of... READ MORE
How Are Audiences Coming Across Marketing News Content? Search accounts for more than one-quarter of Business content referrals.
While general referral traffic comes from a variety of different channels including social, search, and internal links, that doesn’t mean that they work the same for every business category. A recent study from Parse.ly shows that it makes sense for... READ MORE![[New Report] US Media Audience Demographics: 6th Annual Edition](https://www.marketingcharts.com/wp-content/uploads/2019/12/Media-Audience-Demos-Report-Entry.png)
[New Report] US Media Audience Demographics: 6th Annual Edition Master your media strategy with this definitive data-driven analysis of major media audiences, the 6th edition of our most popular report.
US adults love their media time – spending upwards of 12 hours per day across digital and traditional channels. This offers marketers plenty of opportunities to reach them, but shifting consumer behaviors and a fragmenting media market present... READ MORE
Consumers Are Skeptical When Brands Take A Stand. How Can They Boost Credibility? Two in 5 consumers feel brands aren't credible when they take a stand, and many view the efforts as PR and marketing stunts.
Consumers respond favorably to businesses that are not only driven by growth but also focus on impacting societal issues in a positive manner. And while 7 in 10 of the more than 1,500 consumers surveyed for a report from Sprout Social say they think it’s... READ MORE
B2B CX Trailblazers Listen to and Act on Customer Feedback Nine in 10 CX leaders listen to employee input on how to improve CX.
While good customer experience is an excellent way for B2B businesses to win and retain buyers, poor customer experience can just as easily make a buyer walk away. A new report [download page] from the Medallia Institute looked at common practices among B2B... READ MORE
What Do Enterprise Data Leaders Do That Laggards Don’t? Data integration leaders are far ahead on governance, sharing, and employee training.
Organizations recognize the importance of data and, if given additional budget, the majority of marketers would use it to invest in data and analytics. Some organizations are further ahead of the game than others when it comes to integrating data into their... READ MORE
Why Do Americans Donate to Charity? One-third of Americans who donate do so at in-store checkouts.
Three-quarters (75%) of American adults say they donate money to charity yearly, with 28% saying they donate between $100-$499 every year. So, what drives Americans to give money to charity? Here’s what a recent survey of more than 1,200 US adults from... READ MORE
Here’s What Marketers Can Do to Make Consumers Feel Valued More than half of consumers prefer to receive information from retailers via email.
With a majority of consumers saying they are happy to try new brands and products at least some of the time, the pressure is on for companies to maintain their customers’ loyalty. One ingredient to keeping customers loyal is making them feel valued, and a... READ MORE
Marketers Agree: Brands Have Over-Invested in Performance More say they'll increase their investment in brand than performance next year.
The majority of CMOs and a fair number of others within the C-suite believe that marketing’s strategic focus is most often short-term. This is backed up by a new survey from WARC, which has found that marketers view this short-term outlook as a top issue in... READ MORE
Are Marketers Actually Measuring ROI? Some 77% of marketers say they measure ROI during the first month of a campaign. Are they just measuring KPIs instead?
Historically, marketers have found it difficult to measure their return on investment. Even so, its importance means that 7 in 10 digital marketers say they are currently measuring ROI. But is that really what they are measuring? A new report [pdf] from... READ MORE
The State of Email Marketing 2019 Industry Benchmark Report Return Path from Validity and Demand Metric study identifies many tactics and best practices you can apply to improve your email marketing results.
[Sponsored] Return Path from Validity and Demand Metric partnered again in 2019 to study the state of email marketing to equip marketers with data and best practices. This study identifies many tactics and best practices you can apply to improve your... READ MORE
Gender Inequality Continues in YouTube Ads Female characters get 44% of screen time and 40% of speaking time in YouTube ads.
In a recent study of nearly 3 million YouTube video ads, Google and the Geena Davis Institute on Gender in Media at Mount Saint Mary’s University found that while female characters were seen less often than males, ads that were either women-led or... READ MORE
Top of Search Accounts for Nearly Half of Amazon Sponsored Product Sales Ad spend on Amazon Sponsored Products in the US grew by 30% year-over-year in Q3.
It’s safe to say that despite the amount of choice on Amazon, consumers aren’t ready to scroll through too many pages to find a product they want to purchase, as two pages are the maximum number of pages for one-third of Amazon shoppers. Recent research... READ MORE
Are CMOs Aligned with the C-Suite on Strategic Priorities? CMOs and the C-suite differ to some extent on what marketing's strategic priorities should be.
A large majority (86%) of CMOs believe that marketing is now more influential in their organization’s strategic priorities than it was five years ago, a view not shared by quite many non-CMO marketers (68%). This disconnect extends beyond marketing’s... READ MORE
1 in 3 Marketers and Agencies to Increase Spending on TikTok in 2020 Also of note: 20% expect to decrease their spending on Facebook, and more will cut back than increase their investments on Snapchat.
With 2020 just around the corner, marketers around the world are considering where they want to spend their marketing dollars. While many plan to increase their investment in digital channels like Instagram, YouTube and Google, which have a proven... READ MORE
Search’s Share of Global Digital Ad Spend Plateaus Despite an almost double-digit rise, paid search spending growth has slowed.
Accounting for more than one-fifth (22%) of every ad dollar spent, search advertising continues to be an expanding market – but its growth has slowed. As a result, search advertising’s share of internet advertising spend appears to be leveling off,... READ MORE
US Marketing and Advertising Industry Still Lacks Racial and Ethnic Diversity Only 12% of ANA member CMOs belong to a multicultural group.
Although there seems to have been significant progress in lessening the gender gap in marketing, with the number of female CMOs compared to male CMOs reaching near parity, the same cannot be said when it comes to diversity. Indeed, when the Association of... READ MORE
Nearly 40% of Global Streaming Video Ads Failed in Q3 2019 More than one-third of streaming video ads experienced start failures in Q3.
There appears to be no stopping the growing popularity of streaming video, with Q3 2019 analysis from Conviva revealing that the overall time spent streaming increased by 53% year-over-year (y-o-y). But while this presents a burgeoning opportunity for... READ MORE
What Do B2B Buyers Want From Sellers, and Why Do They Go Elsewhere? As B2B e-commerce grows, more than 4 in 10 buyers claim to have switched sellers in the past year.
The B2B e-commerce market is set to account for at least one-eighth of global B2B sales next year, making it a huge business opportunity. But on the flip side, an Accenture Interactive survey [pdf] of more than 700 global buyers illustrates a significant... READ MORE
The 10 Brands Topping the US Customer Advocacy Rankings in 2019 Seven in 10 brands on the list are healthcare brands.
There have been some surprising changes to this year’s top US brand advocacy rankings. The Mayo Clinic tops YouGov’s latest annual rankings and is 1 of an impressive 7 healthcare brands that made the top 10 list. The only brand that remains on this year’s... READ MORE
Social Media to Surpass Print in Global Advertising Spend This Year By 2021, 1 in ever 6 ad dollars spent around the world will be allocated to social media.
Although digital advertising revenue growth is slowing down, at least in the US, digital channels are continuing to rise as advertisers make even larger investments in them at the expense of more traditional platforms. Case in point, a recent ad spend... READ MORE
Programmatic Traders Expect to See Spending Growth in These Areas Digital video and mobile are the main areas of attention, but some will look to up their spending on digital audio and CTV/OTT too.
The overwhelming majority of marketers who use programmatic targeting for their campaigns is expected to grow over the next year. But in what areas are programmatic traders concentrating their spending? In a survey [download page] of 250 programmatic traders... READ MORE
Affluents Are Willing and Able Influencers Nine in 10 affluent consumers want brands to be honest and transparent.
Prior to making a purchase, many Americans look for the advice of others before forking out their hard-earned dollars. Many seek the opinions of friends or family members first, while others look to online influencers. And chances are they’ll be more... READ MORE
The US’ Most Valuable Brands: Tech Stays on Top, Insurance Rises Amazon tops the latest US most valuable brands list.
Once again this year, technology brands lead the list of America’s most valuable according to the third annual BrandZ Top 100 Most Valuable US Brands report [pdf]. But while tech brands dominate the list, other sectors and brands are experiencing faster... READ MORE
Three Interesting Findings About What Influences Millennials’ Purchases Digital video and social media ads are reaching sizable proportions of Millennials. Are they driving purchases?
Consumers are influenced to make purchase decisions by a number of sources, from the myriad of ad formats found both online and offline to word-of-mouth from friends and family. The latest US Purchase Influencers Report 2019 [purchase page] from... READ MORE
Here’s What B2B Content Marketers Are Prioritizing in 2020 Social media is the most widely used organic and paid content distribution channel.
The majority of B2B marketers say they’re finding success with their current marketing content strategy, but how will they carry over that success in the year to come? For almost half of the B2B content marketers surveyed for a report from the Content... READ MORE
Email Remains at the Heart of Identity Resolution Efforts Lesser used sources of customer ID include social media handles and cookies.
Seven in 10 (71%) brands have difficulties maintaining an accurate customer ID over a period of time, a problem that makes it difficult for them to personalize marketing messages and keep up with customers across channels and identifiers. So, how are... READ MORE
US Mobile Device Owners Aren’t Just Discovering Apps Through the App Store Three in 10 app downloaders discover new apps through friends and family.
Smartphone apps now account for a whopping two-thirds (63%) of time spent with digital media in the US. So where are consumers discovering the apps they download? The latest research from Comscore reveals that US consumers aren’t just finding apps through... READ MORE
This Chart Shows How Traditional TV is Losing the Content War Nearly two-thirds of viewers are watching their current favorite show online.
It wasn’t long ago that traditional MVPD set-top boxes were the go-to way for people to watch their favorite shows. In the space of just a few short years, though, online sources have grown to exceed traditional sources as the destination for viewers’... READ MORE
Marketers Are Lagging in Their Use of CRM Data for Loyalty Programs Only 4 in 10 marketers report using customer demographic data in their loyalty programs.
More than three-fifths (62%) of marketers say their loyalty programs are fully integrated with their CRM data. However, that doesn’t mean they’re always using that data to its advantage, according to a Merkle survey [download page] of 200 marketers at... READ MORE
Marketers Consider These to Be the Most Effective ABM Targeting Criteria Two-thirds of marketing professionals cite the amount of sales revenues generated as their primary measure of ABM success.
With three-quarters of B2B organizations using some form of ABM and more than two-thirds (69%) of those organizations reporting that their efforts have met or exceeded expectations, it’s worth seeing the criteria that marketers are finding most... READ MORE
Beauty Industry Increasingly Turning to Digital Advertising, Spurning Magazines and TV However, more than three-quarters of US beauty ad spend is invested in magazine and TV advertising.
The beauty industry has long preferred to advertise via traditional channels like magazines and TV, but as the amount of time consumers spend on these channels continue to dwindle in favor of the internet, the industry is increasing its ad spend online. By... READ MORE
1 in 2 Affluents Reports Buying Private Label Options Instead of Name Brands Only 1 in 8 claim to rarely or never buy private label options.
While more US adult consumers are increasing their spending than cutting back, that doesn’t necessarily mean they’re being more liberal with their spending on name brands. In fact, a report [pdf] from IRi reveals that not only are consumers buying... READ MORE
Smartphones Now Account for 70% of US Digital Media Time Nearly two-thirds of time spent with digital media in the US is spent on smartphone apps.
Smartphones, which are cutting into the time spent with traditional media continue to account for a growing share of time spent with digital media. In the US, smartphones now account for fully 70% of total time spent with digital media, per a recent... READ MORE
What Do Millennials and Gen Z Look for in An Influencer? Influencer authenticity and knowledge are more important to followers than their lifestyle.
Younger Americans have embraced influencers, with about 7 in 10 Gen Z and Millennial consumers reporting that they follow people on social media who could be considered influencers. And, in its survey of more than 2,000 13-38-year-olds, Morning Consult found... READ MORE
Amazon Forecast to Account for 1 in 10 US Ad Dollars in 2021 Amazon will account for close to 8% of total US digital ad spend this year, according to eMarketer.
Amazon’s US digital ad revenues are expected to grow by 33.1% year-over-year in 2019 to reach $9.85 billion, per new estimates from eMarketer. These same estimates show Amazon’s net US digital ad revenue growing faster in the next two years than its two... READ MORE
Global Spend on Video Content Has Increased by Two-Thirds in 10 Years TV and streaming services are still spending big to acquire content, but are shifting more to original content.
With nearly 64 million households in the US alone now streaming video content, the pressure to provide content has increased not only for streaming services but for traditional TV providers as well. Indeed, global spending on TV, film and sports content has... READ MORE
More B2B Marketers Say Successful Content Generates Sales Most content B2B marketers create continues to be for the top of the funnel.
Almost two-thirds of B2B marketers believe that content marketing is an effective tactic for the top of the funnel, yet it also is proving to be useful for activities further down the funnel. Indeed, it’s the bottom-of-the-funnel goals that are growing the... READ MORE
No Downloads found
Feel Like You're Always Playing Catchup?
Stay ahead of the curve with our free newsletter. It’s fast. It’s factual. And it’s clear
