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 most for B2B marketers in North America this year, per a recent report… Read More »
The post More B2B Marketers Say Successful Content Generates Sales appeared first on Marketing Charts.
When it comes to first-party data, the majority of marketers are confident in many of their data sources. And, while many of these trusted sources of data are online, marketers are also confidently collecting data from offline sources as well, as detailed in a report from Invoca. Invoca surveyed 500 B2C marketers and found that… Read More »
The post B2C Marketers Aren’t Just Looking at Online Sources for First-Party Data appeared first on Marketing Charts.
As 2019 nears its end, it’s time for B2B marketers to look towards 2020 and determine their goals and the strategies they’ll use to achieve them. In a new report [download page] from Sagefrog Marketing Group, B2B marketing professionals have listed converting leads to customers and increasing sales leads as their top two marketing objectives… Read More »
The post What Strategies Will B2B Marketers Be Exploring in 2020? appeared first on Marketing Charts.
US adults currently subscribe to an average of 2.4 subscription video services, but they might soon be adding one or two more services to the mix, as at least 4 new services have or are due to hit the market. So which subscription services are viewers considering adding to their SVOD list? Here’s what a… Read More »
The post Who Might Win in the New Streaming Wars – the Apple or the Mouse? appeared first on Marketing Charts.
Alignment between marketing and sales is a critical topic in B2B marketing. A recent report [download page] from Turtl and Forrester Consulting finds another area of disconnect between these two groups, and it relates to what are perceived to be the most useful buyer behavior insights. It’s understandable of course that marketers and salespeople –… Read More »
The post The Most Useful B2B Buyer Behavior Insights Differ Between Marketing and Sales appeared first on Marketing Charts.
It’s a delicate balance for digital advertisers: trying to personalize to the extent that consumers feel special and want to purchase, but without scaring them away because the targeting has become creepy. And while a global consumer survey [download page] by Accenture Interactive found that 87% of respondents think it’s important to buy from brands… Read More »
The post Three in 10 Consumers Say That A Brand Has Become “Too Personal” appeared first on Marketing Charts.
We’re excited to release our latest study of ad influencers and how they measure up with earned and owned channels. In our new US Purchase Influencers Report 2019, we delve into the media activities, exposure to ads, attention to advertisers, and reported purchase influencers of US adults across several demographic variables. Ad spending in the… Read More »
If the 2019 ABM Benchmark Survey Report [download page] from Demand Gen Report is any indication, the majority of B2B organizations (75%) have been using account-based marketing (ABM) in some form for at least 6 months, including half for at least a year. The response so far seems enthusiastic, with about 7 in 10 B2B… Read More »
The post What Types of Messaging Are B2B Marketers Using in Their ABM Outreach? appeared first on Marketing Charts.
Nine in 10 marketers believe their businesses are data-driven. That being said, only one-third (33%) of marketers can fully optimize advertising investments in real-time and 36% say they are still a year away from achieving real-time optimization, per a report [press release] from LoopMe and Sapio Research. But it’s not just these elements that indicate… Read More »
The post There’s Room for Growth in Marketers’ Data Usage for Advertising appeared first on Marketing Charts.
For many, time is perhaps a more precious commodity than money, per the latest report [download page] from The Integer Group. The survey results indicate that about half (49%) of the 1,200 US respondents agree that, while they are comfortable with their income, they are always running out of time to get things done. Here’s… Read More »
The post Three in Four Adults Are Willing to Pay for Services to Save Time appeared first on Marketing Charts.
Marketers across the globe expect to see their budgets for traditional channels such as out-of-home, traditional TV and print either stay the same or decrease in the coming year. And, although these channels still account for a healthy portion of marketing budgets, a report [download page] from Gartner shows that enterprise companies are devoting a… Read More »
The post 3 Points About How Enterprise Marketers Are Allocating Their Budgets appeared first on Marketing Charts.
Recent data indicated that American teens now spend a larger share of their daily video time on YouTube (37%) than on Netflix (35%). But the gap between the two video platforms may actually be more pronounced, according to report [download page] from Common Sense Media. In Common Sense’s survey of more than 1,600 US young… Read More »
While the issue of deliverability appears to be an increasing concern among email marketers, there’s another long-term trend that spells trouble for those vying for attention in the inbox. Over this decade, email click rates (as measured in each second quarter) have declined every year with the exception of 2018, with the latest quarterly report… Read More »
The post Email Click Rates Continue to Decline. Which Emails Perform Better? appeared first on Marketing Charts.
About one-quarter (24%) of CMOs define customer loyalty as “establishing a level of trust and connection that inextricably ties long-standing customers with the culture and attributes of the brand,” putting it second only to a definition based on repeat purchases. Part of building this trust is keeping the promises that brands make to customers to… Read More »
The post Brands Recognize That Respect for Data is Critical in Securing Customer Trust appeared first on Marketing Charts.
Even though gaming is most popular among young men, other demographics also enjoy video games. Some 6 in 10 US adults (61%) surveyed by Hub Entertainment Research report playing some kind of video game, with 37% of men age 55+ and 44% of women in the same bracket also claiming to play electronically. Furthermore, more… Read More »
The post Gamers Seem Open to Branded Content in Their Video Games appeared first on Marketing Charts.
Even with all the options available to view TV content, about 1 in 10 US adults still use their DVR as their default way to view shows. Indeed, data from Nielsen reveals that US adults spent 4 hours each week watching delayed or time-shifted content via VOD or DVR during the first quarter of this… Read More »
The post Which TV Genres Gain the Biggest Ratings Bumps From Time-Shifting? appeared first on Marketing Charts.
Four in 5 B2B marketers (83%) say they are going to focus more on data analytics in 2020. In line with this, measurement and analytics technologies emerge as their top investment priority to achieve data-driven marketing and advertising goals. Here are some other platforms B2B marketers will be using, per a report [download page] from… Read More »
The post B2B Marketers Are Prioritizing Measurement and Analytics Technologies appeared first on Marketing Charts.
For the seventh consecutive year, Apple tops the list of the most valuable brands in the world, continuing to stay ahead of Google, according to Interbrand’s latest annual rankings. Nine of last year’s top 10 brands remain in the to 10 this year, with little shake-up occurring in the rankings. Indeed, the only change of… Read More »
The post Here Are the World’s 10 Most Valuable Brands in 2019 appeared first on Marketing Charts.
Although 7 in 10 US adults are still using Facebook, the appeal it once had has deteriorated. A study by AudienceProject of 13,000 social media users from the US and Europe, ages 15 and older, illustrates that Facebook is not as indispensable as it was in the not-so-distant past. In 2017, 26% of respondents in… Read More »
Not only do the majority of Americans now own a smartphone, but they are also spending an increasing number of minutes on mobile devices each day. One thing mobile owners are using their devices for is search; here’s what recent data [download page] from Merkle illustrates about mobile search in Q3 2019. In Merkle’s analysis… Read More »
The holiday season has begun, which means that dozens of studies are being issued forecasting spending trends, retail destinations and shopping attitudes. This latest annual data hub (which will be updated periodically during the holiday period) highlights key points from holiday-related research for what looks to be an enthusiastic season in terms of consumer spending.… Read More »
Although the majority of B2B marketers see themselves as playing a role in driving revenues, their peers in sales aren’t as upbeat about marketing’s impact here. A study [download page] of more than 200 B2B marketing and sales decision-makers by Turtl and Forrester Consulting notes that while 85% of marketers feel that marketing is seen… Read More »
The post What Can B2B Marketers Do to Better Drive Business? appeared first on Marketing Charts.
In the past, podcast listeners have been receptive to advertising during their favorite podcasts, with significant portions claiming to make a purchase after hearing an ad. Yet data from the latest Podcast Download report [download page] from Westwood One might put a slight dampener on podcast ad enthusiasm, as it finds that listeners are becoming… Read More »
The post Podcast Ads’ Appeal With Listeners Might be Abating appeared first on Marketing Charts.
Kids say that family members are one of the top three influencers in their purchasing decisions, and the same might be said when it comes to kids having an influence on their parents’ purchases. According to a report [download page] by NRF, 87% of parents surveyed say their children influence their purchase decisions. Just about… Read More »
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There’s something to be said about financial services advertising when 6 of the 10 most “talk-worthy” campaigns are from financial services brands. However, some companies are spending far more than others in order to get that word-of-mouth, with the company fronted by a talking gecko being the one that spent the most in 2018, according… Read More »
The post These Were the Top 10 US Financial Services Advertisers Last Year appeared first on Marketing Charts.
Only about two-fifths (41%) of American adults trust the mass media, dropping from 45% last year to match the same percentage as in 2017, per survey results from Gallup. Although trust has wavered somewhat this year after improving in 2018, it remains higher than in 2016 when it reached an all-time low of 32%. The… Read More »
Although an increased number of marketers say their email marketing effectiveness is holding steady this year compared to the last, fewer are seeing even a slight increase in its effectiveness. Some 43% of the almost 300 marketers across a range of sectors say their email effectiveness has not changed, compared to 37% last year. Meanwhile,… Read More »
The post Email Marketing Trends: Objectives Differ; Deliverability’s A Challenge appeared first on Marketing Charts.
Recent estimates show that the online advertising in the US has far surpassed TV ad spending and is predicted to grow apace in the next few years. That being said, a half-year report from the IAB and PwC indicates that growth in online advertising revenues has slowed to a level not seen since the first… Read More »
One of the biggest challenges that email marketers face is simply making their emails interesting enough to be opened. This problem is often exacerbated by marketers not being able to adequately do all the things they want with their emails. In a survey of more than 200 marketers, Econsultancy and Upland Adestra found that personalization,… Read More »
The post Here’s How Marketers Would Like to Improve Their Email Efforts appeared first on Marketing Charts.
Audience targeted premium video ad views in the US have grown substantially over the past year. This growth has not been lost on local media buyers, who say the top benefit of data-driven, audience targeted TV advertising is that it delivers hard to reach audiences, per a survey [download page] by FreeWheel of 430 Strata… Read More »
The post Local Media Planners Say Measuring Campaign Attribution of Advanced TV Isn’t That Easy appeared first on Marketing Charts.
For the past few years, US teens have spent the largest portion of their video viewing time with Netflix. But that preference has now changed, as the latest semi-annual teen survey from Piper Jaffray reveals that YouTube has surpassed Netflix to become the video platform where teens spend the most time on a daily basis.… Read More »
The global marketing technology market has increased by 22% year-on-year to reach an estimated $121.5 billion. And, at $65.9 billion (up from $52 billion in 2018), the combined spending in North America and the UK accounts for more than half (54.2%) of the global total, per new research by WARC and BDO. While together these… Read More »
The post MarTech Now Up to 30% of North American Marketers’ Budgets appeared first on Marketing Charts.
The amount of money spent advertising to kids has been steadily rising in recent years, with digital channels take an increasing role. Among those digital channels is social media – and a recent study [download page] of more than 4,000 kids between the ages of 6-16-years-old by Wunderman Thompson has shown that influencers are making… Read More »
The post Kids Say Their Purchase Decisions Are Swayed More by Social Media Influencers Than by Family appeared first on Marketing Charts.
Although audience targeted ad views still only account for a small portion of all premium video ad views, their share is climbing. In fact, growth in audience-targeted video ad views in Q2 2019 was more than triple the rate of content-targeted video ad views, per a new report [download page] from FreeWheel. Audience targeted ads,… Read More »
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It’s safe to say that TV viewers are not wanting for choice when it comes to options on how or where to view their favorite shows. TiVo’s Q2 2019 Video Trends Report [download page] reveals that, on average, viewers use 7.2 video services such as Netflix, Hulu, pay-TV and YouTube to watch their shows. But… Read More »
Much like this year’s forecast for Easter, consumer retail spending around Halloween is expected to be high but fall short of last year’s total, according to the latest survey from the NRF. Per the survey, an estimated 172 million Americans will celebrate Halloween this year. This number is down from last year’s estimated 175 million.… Read More »
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Looking ahead, forecasts indicate that the decline in traditional advertising spend is expected to continue as more marketers turn to digital channels, with the US media market size for online advertising predicted to be more than double that of traditional TV by 2023. Indeed, a majority of marketers expect their budgets for digital media to… Read More »
The post Here’s How Global Marketing Leaders’ Budgets Are Trending Across Channels appeared first on Marketing Charts.
Just as Netflix is the most indispensable TV programming brand among young consumers in the US, it also holds the top ranking for word-of-mouth (W-O-M) among Millennials, per a survey by YouGov BrandIndex. To come to this finding, YouGov first screened 1,753 brands for positive buzz, asking 18-34-year-olds which brands they had heard something positive… Read More »
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[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 results, which you can find detailed within the report, but here are 5 to… Read More »
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CMOs have been upping their brand investments of late – and seeing payoffs from their increasing spending and efforts. But it’s not all smooth sailing for marketing leaders at enterprise organizations, per findings from a survey by Gartner. Gartner asked almost 400 marketing leaders at enterprise-level organizations (at least $500 million in annual revenues) to… Read More »
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Globally, financial services had a median revenue ROI of 3.71% in 2018, per the Global Ad Trends report from WARC. Here’s a look at where the financial services industry invested their ad spend last year. WARC reports that financial services brands spent $43.2 billion in advertising worldwide in 2018, up 13% year-on-year (y-o-y). Internet advertising… Read More »
The post Here’s How Financial Services Companies Invested Their Ad Dollars Last Year appeared first on Marketing Charts.
Top-performing CMOs understand that they must work closely with others in the C-suite in order to impact business priorities and strategic issues. Unfortunately, a study by Deloitte, which focused on how C-suite executives view the contributions of CMOs, reveals that only 17% of others in the C-suite say they have collaborated with CMOs in the… Read More »
For the past few years, Facebook has experienced a decline in usage among younger generations while other social media channels like Instagram have taken the lead. This is especially true among the youngest generation of adults, as a study [download page] from Adobe reveals that Facebook is not even in the top 3 social platforms… Read More »
Smart speaker ownership has risen dramatically in recent years, and the use of voice assistants has also become more common. Indeed, almost half (45%) of the 5,000 people in Europe and North America surveyed [download page] by Selligent Marketing Cloud for a new report say they use voice assistants and devices such as Amazon’s Alexa… Read More »
The post What Makes Smart Speakers and Voice Assistants Creepy? appeared first on Marketing Charts.
More enterprise organizations are seeing the value in user experience (UX): about one-third (32%) of these organizations perceive UX’s value to be high this year, compared to 23% last year. This is in part due to 7 in 10 CEOs now believing that UX is a competitive differentiator, per a report [download page] from UserZoom.… Read More »
The post UX Professionals Expect AI to Be an Important Trend in Coming Years appeared first on Marketing Charts.
More people are crediting influencers for their purchase decisions, with 3 in 5 younger consumers (ages 16-24 years old) saying that influencers have inspired their purchases in the past six months. However, while consumers generally trust influencers’ opinions on products, they do have their limits. Indeed, they will unfollow an influencer who has breached their… Read More »
Due in part to the strength of CTV in the digital landscape and the trust advertisers have in premium publishers, the share of impressions attributed to premium media vendors increased 31% year-over-year (y-o-y) in Q2 2019. Extreme Reach’s Q2 2019 Video Benchmarks Report [download page] reveals that premium publishers accounted for 83% of total impressions… Read More »
The majority of senior marketers believe that their organizations have successfully established integrated marketing communications. And three-quarters (76%) of these same marketers say that research helps collaborate between marketing departments, per a report [download page] from Kantar Media. Not only is research easing the collaboration between departments, but it also plays a major role in… Read More »
The post How Are Marketers Deciding Where to Allocate Their Budgets This Year? appeared first on Marketing Charts.
E-commerce is expected to account for at least one-eighth of global B2B sales next year. With this in mind, how can B2B companies make the online buying experience easier for buyers? Here’s what respondents to a report [download page] by Episerver had to say. Of the 700 global enterprise B2B decision-makers surveyed for the report,… Read More »
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While consumers’ trust in advertisers has been anything but high in recent years, trust between marketers and the advertising ecosystem is also a concern. Here are some of the top issues that have frayed the trust between marketers and advertisers, per a survey [download page, login required] by the ANA and Reed Smith. Undisclosed rebates… Read More »
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