research

Global Experiential Marketing to Surpass Pre-Pandemic Levels in 2024, Driven by Olympics and Political Rallies

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An audience at an event in and auditorium.

Global spending on experiential marketing is expected to exceed pre-pandemic levels in 2024, marking a significant recovery for the sector. According to new research from media analytics firm PQ Media, total expenditures on business-to-business (B2B) and business-to-consumer (B2C) experiential marketing are projected to rise by 10.5% to $128.35 billion, surpassing the $121.87 billion recorded in … Read more

Survey Shows CFOs and CEOs Remain Most Skeptical of Marketing’s Value

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An unhappy CFO looking at some marketing charts.

A recent Gartner survey has revealed that just over half of senior marketing leaders feel they have successfully demonstrated the value of their department within their organizations. Only 52% of respondents said they had been able to prove marketing’s contribution to business outcomes, highlighting persistent challenges in shifting executive perceptions. The survey, conducted in April … Read more

New Research Highlights Video and Influencers as Key Tools for B2B Marketers

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A business woman talking in front of a video camera.

A new study has revealed that video content and influencer marketing are emerging as essential strategies for B2B companies looking to capture the attention of buyers. According to the findings, 63% of B2B buyers report that short-form social video content significantly informs their purchasing decisions, while influencer-driven content has become a trusted source of information. … Read more

Podcasting Reaches Majority of U.S. Adults, New Study Finds

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Two women recording a podcast

Podcasting has reached a significant milestone, with over half of U.S. adults now listening to podcasts each month, according to a new study by Sounds Profitable, a trade organization for the podcast industry. The report, titled The Podcast Landscape 2024, is the largest of its kind to date, surveying more than 5,000 Americans aged 18 … Read more

Study Reveals Gender Disparity in Financial Advertising, Potentially Impacting Women’s Financial Decisions

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A new study from Mannheim Business School has uncovered a significant gender imbalance in financial advertising, potentially influencing women’s confidence and engagement with financial management. The research, which analyzed print financial advertisements spanning from 1949 to 2023, found that men are featured as the central figure in 84% of ads, raising questions about the impact … Read more

Gen Z Demands Greater Diversity in Marketing, Study Finds

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Clear Channel UK, a prominent player in the Out of Home (OOH) media and infrastructure sector, has unveiled a new study highlighting the generational divide in attitudes toward diversity and inclusion in advertising. The research, conducted via OnePoll, surveyed 2,000 respondents and revealed a significant disparity between Gen Z and older generations regarding the representation … Read more

Email Marketing Trends and Benchmarks: Selzy’s 2024 Study

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Email marketing has seen increased adoption and improved performance metrics across most industries, according to a study from email marketing platform, Selzy, which analyzed over 40 billion emails sent between 2020 and 2024. The study provides industry-specific benchmarks crucial for marketers, and reveals email’s enduring importance as a marketing tool, noting a 15% rise in … Read more

Virtual Influencers Gain Traction Among Consumers, Survey Finds

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The Influencer Marketing Factory’s latest report highlights rising consumer trust in virtual influencers. The Influencer Marketing Factory, a prominent global influencer marketing agency, has released a new infographic revealing that 27% of surveyed consumers are open to trusting virtual influencers. The data, collected from a survey of 1,000 U.S. participants, underscores the increasing role of … Read more

Study Highlights Importance of Customer Experience for Online Retail Loyalty

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Online retailers should prioritize creating immersive and interactive shopping experiences over mere efficiency to cultivate customer loyalty, according to new research from Durham University Business School. The study, led by Markus Blut, Professor in Marketing and International Business, along with a team of international co-authors, offers insights into the evolving preferences of online consumers. The … Read more

German Research Highlights Strategies for Successful Product Launches

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Researchers at ESMT Berlin, a German business school, have unveiled new strategies for companies to enhance the success of their product launches. The study, conducted by Tamer Boyaci and Huseyin Gurkan of ESMT Berlin and Soudipta Chakraborty from the University of Kansas School of Business, identifies key approaches tailored to different market perceptions. The research … Read more