More than three-quarters (78%) of international advertisers, agency strategists, consultants and media owners (the vast majority of whom are based in Europe) believe that content-led campaigns will continue to grow in the next two years, according to the latest World Media Awards Research Report [pdf]. The top 5 most important factors for advertisers, media agencies and media… Read More »
The post Which Factors Are Most Important For Content-Led Campaigns? European Marketers Weigh In appeared first on Marketing Charts.
CMOs are still struggling to get the most out of data analytics, but do executives even have access to the right data for their efforts? As it appears, they mostly do across the organization. Three-quarters (76%) of respondents to a recent global survey [download page] by MIT Sloan – of more than 2,400 individuals representing… Read More »
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Marketing leaders typically spend more on acquisition rather than retention, but the results of a recent Ordergroove survey [download page] of more than 150 retail industry professionals may indicate a growing emphasis on winning repeat business: some 83% of respondents acknowledge that converting “one-and-done” customers to recurring ones is very important. Of the many benefits… Read More »
The post Retailers See Many Benefits From Recurring Revenue Programs appeared first on Marketing Charts.
Unlike in previous years, NFL telecasts did not completely dominate 2018’s top TV single telecast programs list. Nielsen has revealed that while NFL programming like the Super Bowl LII took 5 of the top 10 spots (compared to 8 in 10 last year), other programs such as the Winter Olympics Opening ceremony, The Oscars, the… Read More »
Marketers are faced with increasing pressure as their role expands and grows. But which issues are keeping the most CMOs and brand managers up at night? As it turns out ROI, big data and the need to establish consumer trust are in the heads of at least 95% of CMOs and brand managers, according to… Read More »
Social media marketing seems to have found the marketing sweet spot between effectiveness and ease of use. A new Ascend2 survey [download page] of more than 200 B2B and B2C marketers has found that social media is perceived to be the most effective tactic used in a marketing strategy, while also being relatively easy to… Read More »
The post Social Media Continues to Top Email in Perceived Effectiveness for Marketers appeared first on Marketing Charts.
B2B ad spend in the US is slated to top $6 billion in 2019, but marketers are still putting more of their spend towards ads on desktop and laptop devices than on mobiles. However, data from eMarketer suggests that mobile is not lagging quite as far behind as it did in previous years. While computers… Read More »
The post Mobile Still Lags Desktop in US B2B Digital Ad Spend appeared first on Marketing Charts.
While small businesses are still using the personal touch throughout their sales cycle, enterprise businesses are relying on more scalable channels, per Copper’s CRM Benchmark Survey Report [download page], which surveyed more than 2,500 professionals across small, medium-sized and enterprise companies globally. Roughly two-thirds (65.5%) of enterprise companies are using CRM platforms, making this their… Read More »
The post Enterprise Companies Use More Scalable Channels in Their Sales Cycle appeared first on Marketing Charts.
It looks like B2B tech marketers won’t be battling too hard for budgets this year. Eight in 10 B2B marketers at technology companies expect their budgets to increase or remain the same, according to a survey of more than 350 B2B tech companies across North America and Europe, conducted by Spiceworks. Of the 37% of… Read More »
The post These Factors Are Driving Budget Increases for B2B Tech Marketers appeared first on Marketing Charts.
Older Americans are not being left behind in the age of technology, and are adopting dominant technologies like smartphones, computers and tablets at a steady rate. In fact, three-quarters reported owning a smartphone in 2018, which is up some 5% points from the year before. That’s according to an AARP survey [PDF] of more than… Read More »
The post Tech Adoption Among Americans Ages 50 and Up Sees Steady Growth appeared first on Marketing Charts.
As CES wraps up another annual visit to sunny Las Vegas, the Consumer Technology Association (CTA) has forecasted [press release] a strong year ahead for the US consumer technology industry. Artificial intelligence and high-speed connectivity are contributing factors to CTA’s prediction of 3.9% annual growth within the industry, with retail sales expected to hit $398… Read More »
Gaming should be an enjoyable experience, and finding something to play shouldn’t be frustrating. But an average of 88% of total global mobile gamers (84% in the US) have experienced at least one friction point when looking for a game to install and play. This is according to a recent study [summary page with report… Read More »
It seems today almost any item can be purchased on a subscription basis, and this might be appealing for busy parents. Indeed parents with kids under the age of 18 are more likely than non-parents to subscribe to a service across every single category, according to a recent recent report [report download] from Digitas. Much… Read More »
The post Parents Show Above-Average Adoption of Subscription Services appeared first on Marketing Charts.
The percentage of Americans using ride-hailing apps has more than doubled in just three years. A full 36% of Americans used services such as Uber or Lyft in 2018 compared to only 15% in 2015, according to a new Pew Research Center survey of more than 10,000 US adults. With sharing services becoming more recognized… Read More »
In recent weeks, poor performances on the stock market, particularly among tech stocks, have been the topic of much discussion in business news. This general malaise may also be affecting brand marketers, as growth in a slow economy has been cited as the number one industry challenge. That’s according to a recent WARC report [download… Read More »
Virtually all event marketers use technology to enhance their marketing efforts, with some 84% using tech inside their tradeshow exhibits and 54% incorporating it into their companies’ corporate events. That’s according to the latest marketing technology study from Exhibitor Magazine [registration required]. This almost universal adoption of at least some kind of technology for face-to-face… Read More »
The post Event Marketers See Increasing Importance for MarTech in Year Ahead appeared first on Marketing Charts.
Radio has the broadest reach of any medium, and with new devices such as smart speakers potentially augmenting rather than detracting from the listening experience, it doesn’t appear to be going anywhere soon. But what formats are winning when it comes to capturing audience share? Nielsen’s latest data shines a light. News/talk radio continues to capture… Read More »
Headline figures for movie budgets typically center around production costs, but film studios spend substantially on marketing, with an average of $27.4 million to market a release. The majority of that money is spent on one channel in particular — television. This is according to a Neustar study [download page] of 70 movies released in 2016.… Read More »
The post For Box Office Revenues, Digital Channels Seen More Efficient Than TV appeared first on Marketing Charts.
Marketers typically find figuring out algorithms and how to optimize their content around them as a challenge. So it’s not a big surprise that a Content Marketing Institute (CMI) and MarketingProfs study [PDF] of almost 300 B2C content marketers, the majority (59%) of which were from the US, found that roughly 6 in 10 B2C… Read More »
The post These Issues Proved Most Important to B2C Content Marketers in 2018 appeared first on Marketing Charts.
Understanding your target audience is a critical foundation for any marketing, and in the digital age this means having the right data. Among B2B marketers, some 8 in 10 are making data a priority for both better insight and analysis and improving the coverage of their target audiences, per a benchmark survey [download page] of B2B marketing… Read More »
The post ABM Initiatives Mean B2B Marketers Need More Account Data appeared first on Marketing Charts.
Marketers keeping an eye on trends will know that chatbots make frequent appearances in case studies for artificial intelligence (AI). But when it comes to hyper-personalization, a survey from Ascend2 [download page] shows that open-question chatbots come bottom of the list of the most effective AI-powered applications, with just 18% choosing it out of the… Read More »
The post Predictive Analytics Considered Highly Effective For Personalization appeared first on Marketing Charts.
Around half of American teens spend time in online groups or forums, with just 22% never frequenting such sites, according to a a recent study from Pew Research [download page] on teens’ social media habits and experiences. Close to 1 in 8 teens say they often spend time in these communities of interest, with another… Read More »
The post US Teens Are Most Interested in These Types of Online Groups and Forums appeared first on Marketing Charts.
The New Year provides the opportunity to reflect on achievements, and for nearly 8 in 10 B2C content marketers (78%), creating brand awareness is a goal they succeeded with over the past 12 months. However, just 52% succeeded in generating sales and revenue, per the results of a report from the Content Marketing Institute (CMI)… Read More »
The post B2C Content Marketers Succeed in Generating Awareness More Than Sales appeared first on Marketing Charts.
Video advertisers have a wide variety of devices through which to reach consumers, but OTT devices have rocketed ahead in viewers’ use the past year, now taking by far the largest share of US premium video ad views. That’s one of the key findings from FreeWheel’s latest monetization report [download page] covering Q3 2018 activity.… Read More »
The post OTT Devices Continue Their Ascent For Premium Digital Video Ad Views appeared first on Marketing Charts.
Nearly 4 in 10 American Millennials (38%) are providing at least weekly feedback to companies via social media channels, according to research from TELUS International [infographic]. Given the fact that such a significant proportion is being regularly vocal, it comes as no surprise that two-thirds (66%) say their loyalty towards brands is impacted by the… Read More »
The post Responsiveness on Social Media Drives Millennials’ Loyalty appeared first on Marketing Charts.
Advertising professionals remain among the least trusted professionals in America today. This finding comes from Gallup’s most recent report on honesty and ethics in professions, which puts advertising practitioners 4th from bottom in the rankings. This is just slightly ahead of telemarketers, car salespeople and the oft-despised members of Congress. Just 13% of the US… Read More »
The post Advertising Professionals Remain Distrusted by the Public appeared first on Marketing Charts.
[By MC Editor, JC Lupis] Well, here we go again, taking a look at the latest quarterly Total Audience report [download page] from Nielsen, this time covering data from Q2 2018. We’ve known for at least a couple of years now that youth are watching less TV, but are these shifts spreading to other age groups?… Read More »
The post The State of Traditional TV: Updated With Q2 2018 Data appeared first on Marketing Charts.
Video marketing is slated to be a top trend in B2B marketing in the coming year, with more than two-thirds (68%) of tech marketers reporting they will focus on video in 2019. This is according to an early snapshot of data from the 2019 State of IT Marketing Report [infographic] by Spiceworks. The percentage of… Read More »
More than half of marketers (56%) cite changing expectations from digital native consumers as one of the biggest drivers of change, per a recent report [download page] from Econsultancy’s Influencer Intelligence. These young consumers prefer more “reliable, authentic influencers” compared to a “celebrity with mass appeal”. Other studies back this switch away from celebrities, illustrating… Read More »
The post Trust and Transparency Key to Success for Influencer Marketers appeared first on Marketing Charts.
Paid display emerges as the channel with the largest slice of direct response marketers’ budgets, according to the State of Ad Tech 2019 report by Criteo and Euromonitor [report download]. The study, which surveyed over 900 direct response marketers globally, finds that 16% of marketing budgets are being allocated to paid display, with 41% of… Read More »
The post How Direct Response Marketers Are Allocating Their Budgets appeared first on Marketing Charts.
US adults spent a plurality 42% of their daily media time with live and time-shifted TV during the second quarter of this year, reports Nielsen in a recently-released study [download page]. Digital media – including internet on computers and mobile devices – occupied one-third (34%) of their time, twice as much as radio (17%). But… Read More »
The post Here’s How Our Media Platform Preferences Fluctuate Throughout the Day appeared first on Marketing Charts.
As consumers’ media behaviors shift, so are their ways of getting the news. In fact, people are about as likely to get news from a website or app as they are from watching local TV, and they’re now more likely to get news from a social media site than from reading newspapers in print. So… Read More »
The post How People Get The News: TV > Radio > Social Media > Newspapers appeared first on Marketing Charts.
It’s that time of the year again, for the most special of retrospections… year-in-review lists. Google’s top trending searches of 2018 show that natural disasters and celebrity deaths were atop our minds again this year, though nothing trended quite as much on our keyboards as the exciting World Cup. Indeed, the World Cup ranked as… Read More »
The post Google’s Top Trending Searches of 2018, and Other Year-in-Review Lists appeared first on Marketing Charts.
Old and outdated data continues to be the most commonly cited database quality challenge among B2B marketers, according to the latest report [download page] on database strategies and contact acquisition from Demand Gen Report and DiscoverOrg. More than 7 in 10 (71%) cite this as one of their top three issues – but this is… Read More »
The post B2B Marketers Cleaning Databases More Frequently, But Still Suffer from Old Data appeared first on Marketing Charts.
Artificial intelligence (AI) isn’t yet a core component of marketing strategies, but for about 1 in 8 marketers AI technologies have become critical to carrying out marketing strategies. That’s according to a report [download page] from Quantcast and Forbes Insights, which examined the views of more than 500 high-level marketing executives from various industries across… Read More »
The post How Can AI Deepen Customer Relationships and Drive Business Outcomes? appeared first on Marketing Charts.
Email click-to-open rates continued to climb in Q3, and as such while slightly fewer subscribers opened emails those who did were more engaged than in previous quarters. That’s according to the latest quarterly email benchmark report [download page] from Yes Marketing, which also finds a substantial gain in email click-to-open (CTO) rates on mobile devices.… Read More »
People are spending more time with media than ever before. While that may present marketers with additional opportunities to reach people, it’s also true that media fragmentation and shifting consumer behaviors add layers of complexity for marketers to navigate when devising their strategies. As such, MarketingCharts’ newly-released 5th annual “US Media Audience Demographics” report is… Read More »
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By the time 2018 ends, US firms will have spent more than $19 billion on third-party audience data and data activation solutions supporting their advertising, marketing, media sales and associated efforts. That’s according to the second annual IAB-led “State of Data” research effort [pdf] conducted by the Winterberry Group. The $19.2 billion figure estimated in… Read More »
Three-quarters of consumers across 5 key global marketers agree that they’re loyal to certain brands, but will move on as soon as they have a bad experience with them. So finds Acquia in a customer experience-themed report [download page] that finds tension between consumers’ desire for personalization and their concerns about data usage. On the… Read More »
More than half (55%) of consumers around the world are willing to pay more for simpler experiences, according to Siegel+Gale’s latest annual “Global Brand Simplicity Index” report [download page]. Willingness to pay for simpler experiences remains high, though it appears to be more subdued this year than last. The study, based on a survey of… Read More »
The post Netflix Takes Top Global Ranking for the Simplest Brand Experience appeared first on Marketing Charts.
Reviews are a critical factor in consumers’ purchase decisions, and it turns out that the vast majority of people would leave one in exchange for a reward, according to survey results from HelloWorld [download page]. The Merkle company examined what consumers would be most likely to do to win a reward, finding that 84% would… Read More »
The post 83% of Consumers Say They’d Watch A Branded Video For A Reward appeared first on Marketing Charts.
Half of all email clicks in Q3 occurred on a mobile phone, reports Cheetah Digital [download page] in a recently-released analysis. The study suggests that consumers are growing more comfortable with mobile email, as smartphones represented a larger share of clicks than opens during the quarter. Indeed, smartphones represented a considerably smaller 35% share of… Read More »
The post Smartphones Reportedly At Half of B2C Email Clicks in Q3 appeared first on Marketing Charts.
Two-thirds of account-based marketers report that their ABM accounts have achieved greater customer success with their solutions than other accounts, and two-thirds likewise say that their ABM accounts are more likely to provide positive references and advocacy than other accounts. That’s according to the recent 2018 ABM Benchmark Study [pdf] from ITSMA and ABM Leadership… Read More »
Fully 85% of business leaders surveyed around the world agree that the needs of their customers are changing rapidly, and even more (93%) agree that their customers’ expectations are increasing. That’s according to the Global Trends Barometer 2019 from Vodafone, which also found that retaining customer trust is the top concern for businesses surveyed. That… Read More »
The post Business Leaders Take Note of Their Customers’ Increasing Power appeared first on Marketing Charts.
[Sponsored by Yes Marketing] 47% of consumers say email is their preferred channel for brand communications, yet over the last quarter, active subscribers in brands’ databases declined by 16.7% and new subscribers fell by 24%, according to a new analysis from Yes Marketing. Read this report, based on analysis of over 6 billion emails to… Read More »
The post [Email Benchmark Report] Mobile, Database and Purchase Metrics appeared first on Marketing Charts.
While there has been ample talk about culture in the context of hiring talent, buyers are also attracted to companies that care. This is according to a new survey of 30,000 consumers conducted by Accenture Strategy [download page] that examines attitudes across 35 countries. When asked what attracts buyers to buy from certain brands (excluding… Read More »
The post Company Culture and Transparency Rank High in Attracting Customers appeared first on Marketing Charts.
It’s well known that live TV audiences are generally “graying” – as older adults remain wedded to traditional TV and youth gravitate towards digital platforms. New data from Nielsen provides more evidence as to the differing age profiles of video viewers, with live TV viewers having a median age substantially older than other platforms. According… Read More »
The post How the Median Age of TV Viewers Differs Across Platforms appeared first on Marketing Charts.
The more followers an Instagram business page has, the more likely it is to include video in its mix of post types, according to a study from Quintly. As part of its report, Quintly analyzed more than 8.9 million posts during the Q1-Q3 2018 period from more than 44,400 profiles ranging in size from 0-1k… Read More »
The post Videos Get More Interactions Than Images, And Other Instagram Benchmarks appeared first on Marketing Charts.
Influencer marketing content can certainly hold sway over consumers, in particular youth, but it doesn’t appear to have nearly the same power as a recommendation from a trusted friend or family member. In fact, a recent study from SurveyMonkey finds that US consumers are more than 5 times as likely to have made a big… Read More »
The post The Purchase Influencer Hierarchy: Friends & Family > Online Influencers > Celebrities appeared first on Marketing Charts.
A majority of online consumers around the world claim to buy entertainment (61%) and service (56%) categories more often online than in-store. And while fewer (38%) say they buy durables such as fashion, IT/mobile and electronics more often online, that still outweighs the share (22%) that buy them more in-store, according to a Nielsen study… Read More »
The post The Top 5 Most Popular Categories Purchased Online Are… appeared first on Marketing Charts.