3 Market Research Reports You Need to Know About

Three recent market research reports reveal what your competition is doing to set themselves apart.

Whether you’re a packaged goods manufacturer or a business-to-business marketer or even a small business selling gummy bears, a knowledge of the latest marketing trends will give you ideas. Following are some highlights from each:

Ad Age’s 2017 Edition Marketing Fact Pack

This report by Neustar and Crain is targeted to consumer products marketers  and the ad agencies that serve them.

From demographics to TV watching habits, this report is interesting. Whether you’re a packaged goods marketer or not, it’s worth a look. Some examples of what you’ll find:

  1. A 30-second spot on Shark Tank on Friday night costs just $99 million; a 30-second commercial on The Simpsons on Monday night is $161 million
  2. Hispanics account for 20% of the U.S. population for every age level up to 42
  3. Americans age 25-44 average just 3.4 leisure hours per weekday. They spend 1.8 hours or 53% of that leisure watching TV and only 12 minutes of it reading
  4. Multitasking is rampant. Most people multitask while watching TV– about 40% look at websites or text

Income info: The mean (average) income of the top 20% of households in 2015 was $202,366, up 5.4% since 2007. The mean income of the bottom 20% of households in 2015 was $12,457, down 5.7% since 2007.

2. B2B Content Marketing 2017 Benchmarks, Budgets And Trends- North America from CMI, Marketing Profs and Brightcove.

Top performing marketers are “all in” with content marketing, and 91% of top performers are very committed to content marketing.

This report is the result of a survey mailed electronically to a sample of marketers from lists owned by Content Marketing Institute, Marketing Profs, The Association for Data-driven Marketing and Advertising, and WTHA Media. Respondents numbered 2,562 during July and August of 2016.

Its goal is to show you:

  • How important it is that you keep on spewing out content
  • But don’t expect results overnight
  • It’s going to take time, and more time

Top performing marketers are “all in” with content marketing, and 91% of top performers are very committed to content marketing.

The top performing 85% deliver content consistently over time. How consistently? The goal is to generate as little as possible but still gain results. Re-purposing is key.

A whopping 88% of top performing marketers measure their ROI. One way is through an editorial checklist and template that relies on stats from Google Analytics.

3. The State of Inbound 2016 from Hubspot

Senior executives plan on increased video content for business, adding YouTube as a main content distribution channel.

This is the eighth annual HubSpot survey of thousands of sales and marketing executives around the globe about their main concerns, goals and approaches for the coming year. The 2017 report won’t be out until fall.

Brian Halligan, CEO HubSpot, said:

The world is becoming more inbound. It’s growing more authentic, less interuptive. And with the findings of this year’s report, I think it’s safe to say that over the next ten years we’re going to see an even more inbound world.

Predictably, the takeaway is that inbound’s role in marketing success is growing, making Hubspot more important than ever.

This year HubSpot dared to ask its 4000+ respondents whether they believed in their current marketing strategy. Fortunately, 61 percent said yes. According to the research, inbound marketers were more likely to be pleased than predominately outbound marketers. When considering the performance of marketing, “inbound organizations were four times as likely to rate their marketing strategy highly.”

What about the future? Which vehicles, channels or applications do marketers anticipate adding to their mix in the coming year?

Not surprisingly, 48% were planning to use YouTube, and 39% were looking into Facebook video.

Millennials’ insatiable desire for video is being taken into account. Accordingly, video ruled the agenda for this year. Senior executives plan on increased video content for business, adding YouTube as a main content distribution channel.

I myself believe that YouTube has finally become so flooded with content, especially from marketers, that millennials are finding it less compelling. Where are they going instead? I ‘m not sure yet and I don’t think they know either. But they’re disenchanted, according to my informal poll of millennials.

I’ve skimmed the surface of these reports for you.

If you want more, take an in depth look and apply the stats to your planning. I leave you with a quote from marketing guru Seth Godin:

“The easiest thing is to react. The second easiest is to respond. But the hardest thing is to initiate.”

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