Marketing Reports, Surveys & Polls For October, 2018

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

Advertising

• CNBC – Some advertisers are moving half of their search budget from Google to Amazon, say ad industry sources
• The Drum – 86.3% US display ad dollars forecast to transact programmatically by 2020
• Marketing Land – Black Friday to dominate holiday ad budgets, leaving little for last-minute shoppers
• eMarketer – Advertisers Have Mixed Confidence in Blockchain
• Marketing Charts – Social and Search Forecast to Contribute Two-Thirds of Global Ad Growth Through 2020
• RTBlog – Is The Click-Through, Through? Study Finds Little Correlation With Creative Performance
• eMarketer – First-Price Auctions Are Driving Up Ad Prices
• Marketing Charts – Advertising Forecast Calls For 2 Key Milestones This Year
• SearchMarketingDaily – Google Ad Trackers Found On 57% Of Political Campaign Sites
• eMarketer – Mobile Ad Spending to Surpass All Traditional Media Combined by 2020
• Marketing Charts – US Display Ad Viewability Rates Improve in H1: Here Are Benchmarks
• Search Engine Journal – Google Local Services Ads Receive 13% of All SERP Clicks
• eMarketer – Video Swells to 25% of US Digital Ad Spending
• Marketing Charts – Biggest Barrier to Personalizing Content and Digital Ad Creative? Time.
• The Drum – Facebook advertisers on alert as network breach exposes 50m user accounts
• Marketing Charts – These Are the Insights Marketers Want From Their Media Buying Partners
• eMarketer – Ad Trade Groups Are Changing How Data Gets Labeled
• Axios – Digital transition triggers ad industry trust crisis
• Marketing Charts – More Marketers Are Moving Agency Business In-House. Why?

Analytics

• The Drum – Half of marketers admit they lack appropriate metrics in IPA/ISBA study
• Marketing Charts – Improving Measurability is Proving Difficult for Digital Marketers
• eMarketer – What Is the Future of Third-Party Data?
• Marketing Charts – Marketers Think They’re Marrying Short- and Long-Term Goals, but Measurement Is Out of Whack
• SocialMediaToday – 23 Metrics to Measure Content Marketing Success [INFOGRAPHIC]
• eMarketer – Cloud Computing Is Primed to Overhaul Business Analytics

Artificial Intelligence

• McKinsey – The promise and challenge of the age of artificial intelligence
• eMarketer – Making Sense of Large Data Sets Is AI’s Strength
• Harvard Law Today – Evaluating the impact of artificial intelligence on human rights
• eMarketer – Five Charts: How Marketers Use AI

Audio Marketing

• Content Marketing Association – Audio Trends Report
• Search Engine Land – Survey: 88 percent seek driving directions after a local voice search
• AW360 – As the Audio Landscape Evolves, Broadcast Radio Remains King
• SocialMediaToday – The Future of SEO: 50+ Stats Showing the Rise of Voice Search [INFOGRAPHIC]
• Marketing Charts – Time Spent With Podcasts Grows, And So Does Listeners’ Receptiveness to Ads
• RIAA – Mid-Year 2018 Music Revenues Report [PDF]
• Pacific Content – These are the most crowded categories in Apple Podcasts
• eMarketer – Gen X & Smart Speakers [INFOGRAPHIC]
• Marketing Charts – Here’s How Listeners Discover New Podcasts
• AI &IoTDaily – Smart Speakers Projected To Reach 100M Units By Next Year
• eMarketer – Millennials & Smart Speakers [INFOGRAPHIC]
• SearchInsider – Voice Search Leads To Physical Actions
• BuzzFeed – Spotify Just Revealed Which Musical Artist Each State Plays The Most And I’m Kind Of Shocked
• eMarketer – Kids & Teens & Smart Speakers [INFOGRAPHIC]
• Visual Capitalist – Visualizing 40 Years of Music Industry Sales

B2B Marketing

• Dun & Bradstreet – The 6th Annual B2B Marketing Data Report
• Marketing Charts – B2B Marketers Struggle to Engage Targeted Prospects
• EmailInsider – B2B Sales Road Has Grown More Long And Winding
• Marketing Charts – B2B Purchase Decision-Makers Say The Brand Matters
• World Economic Forum – Strategic Drivers of New Business Models
• Marketing Charts – The Most Successful B2B Content Marketers Are Putting Their Audiences’ Needs First
• EmailInsider – Telephone Dread: B2B Sales Reps Fear Calling, But Are Bad At Email
• Marketing Charts – B2B Salespeople Say They Get the Best Results From Referrals

Big Data

• eMarketer – Why Marketers Struggle with Data-Driven Personalization
• Axios – Why brands you’ve never heard of are flooding your feeds
• eMarketer – How Data Exhaust Can Overload Digital Marketers

Consumer Behavior

• Marketing Charts – Halloween Spending Forecast to Just Miss Last Year’s Record Amount
• AdWeek – Two-Thirds of U.S. Adults Know About Bots, and They Don’t Particularly Like Them
• Marketing Charts – Do Brands Follow Through on Their Promises? Many Are Skeptical.
• eMarketer – Five Charts: Why Users Are Fed Up with Digital Ads
• Marketing Charts – Brands Can Be An Important Expression of Belief Systems, Say 1 in 3 Consumers
• University of Oxford – Are drivers Uber-happy? New study investigates wellbeing in the ‘gig economy’
• Marketing Charts – What Do Emotional Interactions With Brands Mean For Consumers?
• Marketing Charts – 1 in 5 Shoppers Think Their Retail Loyalties Are Greater Than Their Parents’
• Marketing Charts – Consumers Widen Auto Brand Consideration Set During Purchase Journey, Then Develop “Tunnel Vision”

Content

• Content Marketing Institute – 2019 B2B Content Marketing Research: It Pays to Put Audience First
• Marketing Charts – How Sophisticated Are Digital Content Strategies and Efforts?
• eMarketer – How The GDPR Helps Consent Management Platforms
• MarketingProfs – 2019 B2B Content Marketing Benchmarks, Budgets, and Trends: A First Look at New Research
• EmailInsider – Brands Are Turning Away From Gated Content And Web Forms
• Brand Driven Digital – Why Data Is Critical to Building Customer Loyalty with Kevin Dean
• Heidi Cohen – 2019 B2B Content Marketing Research: What You Need To Succeed

Demographics

• Marketing Charts – Older, Affluent Adults More Likely to Describe Themselves As Brand-Loyal

eCommerce

• Marketing Charts – The Pros and Cons of E-Commerce, According to B2B Decision-Makers
• Grocery Dive – Report: Amazon captures 30% of online grocery spending

Email Marketing

• SocialMediaToday – The Inspiring Inbox: Email Best Practices that Encourage Opens and Clicks [INFOGRAPHIC]
• eMarketer – Quality Over Quantity: Why Targeted Emails Are Better Than Email Blasts
• Marketing Charts – Retailers, Polish Up Those Subject Lines
• EmailMarketingDaily – Email Still Tops In B2B Content Marketing
• EmailInsider – Who, Me? Using The Person’s Name In The Subject Line Boosts Clicks
• SocialMediaToday – 50+ Email Marketing Stats to Guide Your 2019 Strategy [INFOGRAPHIC]
• EmailMarketingDaily – Email Seen As Easiest Tactic, But Not Most Effective

Ethnic Marketing

• Pew Research – More Latinos Have Serious Concerns About Their Place in America Under Trump
• eMarketer – For Hispanic Consumers, a Different Digital Divide

Generations

• PiperJaffray – Taking Stock With Teens Survey – Fall 2018 Results [PDF]
• Marketing Charts – TV Ads, W-O-M Sway Purchases for Gen Xers
• USA Today – Generation Z Americans love Snapchat, Instagram, YouTube mobile apps: A Foolish Take
• Marketing Charts – How Spending Patterns Differ by Generation
• Pew Research – Nearly one-in-five teens can’t always finish their homework because of the digital divide
• Marketing Charts – These Metro Areas Have the Youngest – and Oldest Residents
• eMarketer – Teens and Their Smartphones: Too Much of a Not-Always-Good Thing?
• Marketing Charts – 3 Interesting Stats About Teens’ Use of Social Media

Immersive Marketing

• eMarketer – Augmented Reality Poised to Eclipse Virtual Reality

Influencer Marketing

• Chief Marketer – Power of Influencer Marketing on Rise: New Report

Marketing

• eConsultancy – 18% of companies invest in CX tech ‘based on who shouts loudest’
• Marketing Charts – Who Do CX Leaders Collaborate With – And Who Are They Missing?
• Adobe – State of Creative and Marketing Collaboration Survey
• Marketing Charts – Which Factors Are Most Important In the Media Mix Decision?
• eMarketer – Martech Is Growing, but It’s Inhibited by Confusion
• McKinsey – Digital strategy: The four fights you have to win
• Marketing Charts – Which Data Sources Are CX Professionals Analyzing?
• eMarketer – CMOs Are Becoming More Tech Focused
• Marketing Charts – The World’s 10 Most Valuable Brands in 2018
• eMarketer – Why Marketers See Gaps in Their Attribution
• Marketing Charts – Does Marketing “Own” The Customer? For Most, Yes.

Media Consumption

• Reuters – Global Digital News Report [PDF]
• Pew Research – Younger Americans are better than older Americans at telling factual news statements from opinions
• MediaDailyNews – Digital Media Content Consumption Posts 15% Gain
• Marketing Charts – US Adults’ Trust in Mass Media Rises Again

Mobile Marketing

• Marketing Charts – Ad Time-In-View Benchmarks Suggest Consumer Attention is Shorter on Mobile
• Mobile Marketer – Subway boosts foot traffic 31% by targeting ads based on weather patterns

Politics

• Motherboard – 99.7 Percent of Unique FCC Comments Favored Net Neutrality
• Pew Research – Conservative Republicans are least supportive of making it easy for everyone to vote
• New Yorker – How Russia Helped Swing the Election for Trump
• Pew Research – Elections in America: Concerns Over Security, Divisions Over Expanding Access to Voting
• SearchInsider – NYU, Borrell Separately Analyze Political Media Spend Of Specific Platforms
• Pew Research – 2018 Midterm Voters: Issues and Political Values
• SparkToro – We Analyzed Every Twitter Account Following Donald Trump: 61% Are Bots, Spam, Inactive, or Propaganda
• Pew Research – Trump’s International Ratings Remain Low, Especially Among Key Allies
• Pew Research – Gun Policy Remains Divisive, But Several Proposals Still Draw Bipartisan Support
• Pew Research – Many Around the World Are Disengaged From Politics
• Pew Research – Comparing Survey Sampling Strategies: Random-Digit Dial vs. Voter Files

Search

• Search Engine Watch – The State of SEO survey highlights – SEO enters the mainstream
• Digiday – ‘Retailers have to be ready for it’: Visual search sits on the brink of a breakthrough
• SearchInsider – Marketers Don’t Understand SEO
• TechCrunch – Pro-privacy search engine DuckDuckGo hits 30M daily searches, up 50% in a year
• SearchInsider – One-Third Of Online Shoppers Will Go Elsewhere After One Poor Experience

Social Media

• New York Times – Facebook Tackles Rising Threat: Americans Aping Russian Schemes to Deceive
• Engadget – Study: Fake Twitter accounts from 2016 US election are still active
• AdWeek – Snapchat’s Newest Research Sheds Light on Where and When Its Users Like to Shop
• eMarketer – Who’s Using Snapchat? [INFOGRAPHIC]
• Marketing Charts – Instagram Continues to Grow in Popularity With the Fortune 500
• Pew Research – Social Media Bots Draw Public’s Attention and Concern
• CNN Business – Hackers accessed personal information of 30 million Facebook users
• eMarketer – What Are Snapchat and Twitter Doing to Stand Out? 
• Marketing Charts – US Internet and Social Media Usage Plateau
• SocialMediaToday – Facebook Publishes New Report on the Growing Benefits of Messaging for Business
• eMarketer – Who’s Using Instagram? [INFOGRAPHIC]
• CNN – More than 250 people around the world have died taking selfies since 2011
• Marketing Charts – Gen Z’s Preferred Social Apps Vary by Activity; Instagram’s Tops for Following Brands
• SearchMarketingDaily – 65% Of Consumers Want Personal Responses To Their Review
• eMarketer – Who’s Using Facebook? [INFOGRAPHIC]
• Pew Research – 8 facts about Americans and Facebook
• eMarketer – Who’s Using Twitter? [INFOGRAPHIC]
• Foundation – We Analyzed 60,000+ Reddit Posts From the Top 150 Subreddits
• eMarketer – Who’s Using Pinterest? [INFOGRAPHIC]
• Pew Research – How social media users have discussed sexual harassment since #MeToo went viral

Video Marketing

• Variety – Reddit Surpasses 1 Billion Video Views, Closes in on 1 Million Uploads per Month
• Marketing Charts – Business Video Views, Though Limited, Grow Quickly on Facebook and YouTube
• eMarketer – Is Advanced TV Poised For A Breakthrough?
• Sandvine – 1H2018 Global Internet Phenomena Report
• Marketing Charts – Subscription Video-on-Demand Services Get High Marks For Their Content
• Variety – AMC A-List Boasts 380,000 Members
• eMarketer – Netflix Wears Streaming Crown as Competitors Lay Siege

Word Of Mouth

• Marketing Charts – These Brands Have the Best Word-of-Mouth With Millennials in 2018