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Marketing Industry Diversity Drops, but There’s Improvement at the CMO Level
Some 17.3% of CMOs or CMO-equivalents at ANA client-side marketer members last year were from a racial or ethnic group.
High-Growth Professional Services Firms Spend More on Marketing
Overall, though, professional services firms are dedicating a smaller share of their revenues to marketing.
Workplace Software Buyers Rely on A Variety of Info Sources
Decision-makers rely heavily on others’ opinions, whether via word-of-mouth, social media, or review sites.
Sports Fans Say They’ll Migrate to Streaming Platforms if Necessary
3 in 4 would be at least somewhat likely to sign up to a streaming service to watch their favorite sport.
How Do US Adults Use TikTok?
A subset of highly active users are responsible for the vast majority of content.
BDRs Report an Average of Almost 17 Touches per Contact. What Do They Do on Those Attempts?
With more than 6 contacts per account, each account is getting 100 or more contact attempts to identify an opportunity.
Here’s Where Consumers Get Info About Local Businesses
18-24-year-olds say they’re more likely to have recently used Instagram and TikTok than Google Search for local business information.
These Are Consumers’ Biggest Frustrations Online
The dreaded pop-up rears its head again.
The Changing Motivations for Social Media Use Among Gen Zers Worldwide
Messaging seems to be on the rise, while searches for funny and entertaining content have declined on various platforms.
Brand Reputation Is More Important Than Price, Almost Half of US Consumers Say
Gen Zers are less likely than older adults to say that various factors are more important than price in their purchase decisions.
How Much Time Are Adults Spending with Media?
TV time accounted for almost half (46.6% share) of total media time for all adults, but only around a third of time for younger adults.
Internet Use Climbs Among Older Adults
Almost 9 in 10 adults ages 65 and older used the internet last year.
How Much Does Programmatic Out-of-Home Cost?
The average CPM for programmatic OOH inventory rose to $7.24 in H2 2023.
Americans Retain Favorable Opinions of Small Business
Large corporations continue to suffer from poor reputation.
B2C Brands Are Still Enjoying Success with Email
9 in 10 B2C marketers are using personalization in their cross-channel campaigns.
B2B Executives Outline Their Most Important E-Commerce Initiatives
Almost two-thirds of B2B executives feel that e-commerce is broken at their organization.
Here’s What Consumers Would Do to Get A Coupon from an Online Store
Fewer than half of online shoppers would switch from their favorite store for a coupon offering 20% off one item.
Multi-Location Marketers Are Feeling Good About Themselves
84% rate their businesses as good or very good at understanding local area requirements.
Good News and Bad News for CEO Perceptions of CMOs
CEOs have mixed views on their relationship with their CMOs.
US Adults’ Attitudes to Advertising Appear to be Worsening
A slight majority (53%) of US adults think that ads are a waste of time.
9 in 10 US Adults Now Own A Smartphone
There have been marked increases in smartphone ownership among older adults and Hispanic adults.
Amazon Fares Well in Latest Annual Brand Health Rankings
Tech brands dominated the most improved list for 2023.
Video’s A Key Tool for Engaging Technical Buyers
Almost all technical buyers watch work-related videos, and they seem to be spending more time doing so.
Podcast Ad Loads Rose to A New High in Q4
Ad loads were highest in the shortest podcasts, averaging 22% of episodes 15 minutes in length or shorter.
Only A Minority of IT Decision-Makers Say That Downloaded Content Provides Value
However, the majority of younger decision-makers find downloaded content to be valuable.