Marketing Reports, Surveys & Polls For November, 2018

Here’s a round-up of the marketing reports we’ve been tracking this month:

Advertising

• Interactive Advertising Bureau – 2018 First Six Months Results [PDF]
• Marketing Charts – Agencies’ Snapchat Ad Spend Primarily Directed to SnapAds
• eMarketer – Navigating Map Advertising [PODCAST]
• Marketing Land – Top retailers spent majority of 2017 holiday ad budgets on TV, investing only 6% on Facebook ads
• Ad Exchanger – Forrester: Creative Advertising Technology Evolves Toward Personalization
• Marketing Charts – B2B Adoption of Programmatic Advertising Levels Off, but Spending to Increase
• eMarketer – How AI Can Empower Ad Personalization
• MarketingProfs – The Most Expensive States to Run Search Ads In [INFOGRAPHIC]
• Marketing Charts – Programmatic Advertisers Grow More Worried About Fraud, Turn to DSPs With Proven Track Records
• Marketing Land – No Credit: How advertisers miss 18% of conversions
• Marketing Charts – National TV Advertising Revenues Remained Flat During the 2017-2018 Season
• eMarketer – Inertia Prevents Marketers from Re-Evaluating Their Spend
• Marketing Charts – Mobile’s Now Up to Almost Two-Thirds of US Digital Ad Spend
• eMarketer – Retail Marketers Plan to Shift More Ad Spend to Amazon
• eMarketer – Making Sense of Connected TV Ad Buying [PODCAST]
• eMarketer – Understanding Rewarded Video [PODCAST]
• eMarketer – TV and Digital Video: Dollars and Cents [PODCAST]
• ClickZ – Digital Advertising Trends for the 2018 Holiday Season
• eMarketer – Untangling the Challenges of Dynamic Creative Optimization [PODCAST]
• eMarketer – How Disparate Systems Complicate Martech Strategies
• eMarketer – How Digitization Affects TV Ad Sellers

Analytics

• Marketing Charts – B2B Marketers Are Having Difficulties Implementing Analytics Technologies
• eMarketer – How Poor Data Quality Mucks Up Attribution

Audio Marketing

• HubSpot – The voice search barometer: where do users stand?
• eMarketer – Who Is Using Spotify?
• Marketing Land – Amazon Echo owns 75 percent of global smart speaker market
• Content Marketing Association – Audio Trends Report [PDF]
• eMarketer – In China, Smart Speaker Adoption Is Booming
• Marketing Land – Report: As Facebook portal goes on sale, smart speaker growth is slowing

B2B Marketing

• Marketing Charts – Google Owns the Three Most Popular Tools For Leading SaaS Businesses
• Marketing Charts – B2B Marketers Increasingly Integrate Traditional Demand Gen and ABM Processes
• Marketing Charts – B2C Marketers Try to Stand Out From the Crowd to Acquire Customers
• Marketing Charts – Here’s A Look At the Tech Platforms And Tactics In Use by B2B Marketers

Big Data

• Pew Research – Public Attitudes Toward Computer Algorithms
• eMarketer – Protecting Customer Data Is a Top Challenge for CMOs

Consumer Behavior

• SurveyMonkey – Brand Trust Survey [GOOGLE SHEET]
• Marketing Charts – The 10 Brands Topping the US Customer Advocacy Rankings in 2018
• Business Wire – Half of Companies on the Accenture Competitive Agility Index Experienced a Major Drop in Trust, Losing Out on $180B in Potential Revenues
• Marketing Charts – Brand Trust Matters… A Lot.
• Pew Research – Americans are narrowly divided over health effects of genetically modified foods
• Marketing Charts – Almost Half of Consumers Report Having Abandoned A Customer Feedback Survey. Why?
• eMarketer – Many People Feel They Lack Control Over Their Personal Data
• Fast Company – A groundbreaking study reveals how we want machines to treat us
• Marketing Charts – US Consumers’ Attitudes Split on TV Advertising; No Effect Seen on Service Choice
• eMarketer – TV and Digital Video: Who’s Watching and How [PODCAST]
• Marketing Charts – Cash Back is the Most Popular Type of Loyalty Scheme for Consumers
• eMarketer – What Truly Motivates Customer Loyalty? [PODCAST]
• Marketing Charts – Private Label Purchase Intent, Value Perception Remain High

Content

• Orbit Media – Blogging Statistics and Trends: The 2018 Survey of 1000+ Bloggers
• Content Marketing Association – Key Media Trends For 2019
• Marketing Charts – B2B Marketers Focus on Early-Stage Content
• HubSpot – The Secret to Increasing Blog Subscribers & Boosting Traffic [Data]
• Inc. – A Survey of 1,597 Marketers Revealed the 4 Steps Behind Every Successful Marketing Strategy

Demographics

• Pew Research – More than one-in-ten U.S. parents are also caring for an adult
• Marketing Charts – Parents Are Active Online Shoppers, Subscription Box Service Customers
• Pew Research – U.S. Unauthorized Immigrant Total Dips to Lowest Level in a Decade

eCommerce

• Marketing Charts – E-Commerce Grows in the Fashion Industry
• Marketing Land – Move over, Prime Day. Amazon’s Cyber Monday takes the crown.
• eMarketer – Mobile Payments In The US (and in The UK, Germany, India & China)

Email Marketing

• ReturnPath – Free Report: Global Email Deliverability Benchmark
• Marketing Charts – Email Benchmarks: Almost Half of New Subscribers Churn Within A Year
• RetailDive – Many shoppers say marketing emails aren’t effective on mobile
• EmailMarketingDaily – Online Shoppers Want Personalized Messages

Ethnic Marketing

• Pew Research – Newsroom employees are less diverse than U.S. workers overall

Event Marketing

• Marketing Charts – How Corporate Marketers Use Event Data

Generations

• Pew Research – Teens who are constantly online are just as likely to socialize with their friends offline
• eMarketer – Kids & Teens [INFOGRAPHIC]
• Pew Research – Early Benchmarks Show ‘Post-Millennials’ on Track to Be Most Diverse, Best-Educated Generation Yet
• Marketing Charts – Latest Teen Survey: Instagram Looks Like It’s Gaining Ground on Snapchat
• Pew Research – Teens’ Social Media Habits and Experiences
• eMarketer – Millennials [INFOGRAPHIC]
• Marketing Charts – 85% of Millennials Say They’ve Made A Purchase After Viewing A Marketing Video
• UMass Dartmouth – The 2018 Fortune 500 Target Millennials and Seek Uncensored Expression
• Pew Research – Millennials, Gen X increase their ranks in the House, especially among Democrats
• eMarketer – Gen X [INFOGRAPHIC]
• eMarketer – Baby Boomers [INFOGRAPHIC]
• Marketing Charts – Almost Three-Quarters of Americans Over 55 Now Own A Smartphone
• eMarketer – Seniors [INFOGRAPHIC]

Immersive Marketing

• eMarketer – Designers Want More 3-D and AR/VR Projects

Influencer Marketing

• Marketing Charts – “Global Business Influencers” Rely on Intuition As Well As Logic

Marketing

• Gartner –  8 Top Findings in Gartner CMO Spend Survey 2018-19
• Ascend2 – Marketing Technology Trends
• Marketing Charts – MarTech Is Now CMOs’ Biggest Resource Spend, Plus 4 Other Budget Highlights
• eMarketer – Legacy Tech Delays Digital Transformation
• Marketing Charts – Companies Struggle to Understand the External Costs for Marketing Technology
• HubSpot – The Importance of Listening to Customers [INFOGRAPHIC]
• eMarketer – Martech Is Eating Up CMOs’ Budgets
• Marketing Charts – C-Suite Execs See Tech Disruption As More Opportunity Than Threat
• eMarketer – Enterprise Software Acquisition Surges
• Marketing Charts – Personalization Grows More Common; 8 in 10 Report Uplift From Their Efforts
• Christopher Penn – 2019 Marketing Trends [VIDEO]
• eMarketer – Which Customers Are Your Most Valuable? [PODCAST]

Media Consumption

• eMarketer – How Media Consumption Varies Around the World [PODCAST]

Mobile Marketing

• Mobile Marketer – Study: Mobile video starts surpass 50% in Q2 for first time
• Marketing Charts – Mobile Devices Becoming the Most Important Shopping Tools for More US Consumers
• eMarketer – Is App-Install Fraud on the Rise?
• Mobile Marketer – Mobile checkout time drops 12 seconds in Q2
• Marketing Charts – Mobile App Developers Say Social Media’s Their Primary Marketing Channel
• eMarketer – This Is the Biggest Mistake You Can Make with Push Notifications [PODCAST]

Online Reviews

• BrightLocal – Google Reviews Study: How Many Reviews Do Local Businesses Need?

Politics

• Pew Research – The 2018 midterm vote: Divisions by race, gender, education
• eMarketer – How Political Advertisers on Deadline Utilize Programmatic
• Pew Research – Key takeaways about Latino voters in the 2018 midterm elections
• eMarketer – Politics & Brands [PODCAST]
• Pew Research – Liberal Democrats more likely than other groups to be politically active on social media

Public Opinion

• Axios – Exclusive poll: America sours on social media giants
• Inc. – American Airlines Just Took a Massive Survey of 41,858 Employees. The Results Leaked, and They’re Astonishing

Retail Marketing

• Adobe Analytics – Holiday 2018
• Euclid – Holiday Shopping Insights 2018
• National Retail Federation – Survey says more than 164 million consumers plan to shop over five-day Thanksgiving weekend
• NDP Group – 2018 Holiday Purchase Intentions Report
• Reuters – Analysis: Opening on Thanksgiving hurts retailers more than it helps
• ShopperTrak – Retailers encouraged by Black Friday shopper traffic results
• Marketing Charts – Discount Stores Find Strong Appeal With Consumers Across Age Groups and Income Levels
• Marketing Land – Data: Retailers that can expect to see Black Friday store visits and those that won’t
• RetailDive – 71% will shop Thanksgiving weekend, Cyber Monday
•  Marketing Land – Calls to businesses rose more than 375% over past two holiday seasons
• Marketing Charts – Holiday 2018 Data Hub [Updated]: Cyber Week Recap
• Marketing Land – From Black Friday to Cyber Monday, consumers spend more than $4 billion on mobile

Search

• Moz – Announcing the 2018 Local Search Ranking Factors Survey
• Marketing Charts – Organic Search’s Share of Site Visits Stabilizes
• Search Engine Land – Search engines still dominate over social media, even for millennials
• Briggsby – YouTube SEO Study
• Search Engine Land – Report: Google showing fewer video and image boxes in the search results

Social Media

• Buffer – We Analyzed 15,000 Instagram Stories from 200 of the World’s Top Brands (New Stories Research)
• eMarketer – Some Instagram Stories Thrive from an Extended Shelf Life
• eMarketer – Is Social Media Making Us Miserable? [PODCAST]
• Facebook – People Raise Over $1 Billion for the Causes They Care About on Facebook
• eMarketer – Weibo Now Used by Nearly 25% of Population in China
• Nieman Lab – If you hate the media, you’re more likely to be fooled by a fake headline
• Search Engine Land – ‘Incentivized reviews’ effective for consumers and brands
• Trustpilot – Bad reviews: why people write them, and what they expect
• SOCi – 77% of consumers expect a business to respond to their review or comment
• Mother Jones – A New Study Could Explain Why Americans Think Canadians Are So Damn Nice
• eMarketer – Why Facebook Is All-In on Stories—and Other Takeaways From Q3 Earnings [PODCAST]

Video Marketing

• Google – New research on the convergence of TV and digital video
• Pew Research – Many Turn to YouTube for Children’s Content, News, How-To Lessons
• eMarketer – The Lowdown on Advanced TV [PODCAST]
• Marketing Charts – Pay-TV Penetration Continues Its Slow Descent From 2010’s Peak
• CNBC – Facebook’s YouTube competitor is pivoting to older audiences as teens tune out and publishers balk
• eMarketer – How Many Households Own a Smart TV?
• Marketing Charts – Smartphones Are Now Responsible For the Majority of Global Digital Video Plays
• eMarketer – What People Are Watching on YouTube and Why [PODCAST]
• Marketing Charts – Milestone: Netflix Tops Live TV As The Destination For Viewers’ Favorite Shows
• eMarketer – What’s Driving Subscription OTT Growth?
• Video Marketing – Where Pay-TV Measures Up – And Doesn’t – With Streaming Services
• eMarketer – TV and Digital Video: The Question of Content [PODCAST]