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MARKETING NEWS FLASH |

FACTS & STATS

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INTERNET MARKETING

MOBILE MARKETING

DIRECT MARKETING

While 36 percent of marketers say that the market has become more cluttered and confusing over the last five years—both online and offline—31 percent say that they are able to provide better customer experiences due to the accessibility of customer intelligence that enables them to become more relevant to customers.

(January 2016) 1

On average, 60% of a marketers' time is devoted to digital marketing activities, fuelling demand for digital marketing skills.

 

(November 2015) 2

Maximillion surveyed event organizers about how they use social media for their jobs, and 75% said it was "very important" to use social for event promotion. Facebook was the most popular channel for doing so, at 78%, followed by Twitter (56%) and LinkedIn (49%) 

(June 2015) 3

95% of brands tweet. 82% of brands tweet 1-6 time per day. 48% of brands replied to at least one tweet per day. 68% of brand Tweets are @replies.

(March 2015) 4

Mobile digital media time in the US is now significantly higher at 51% compared to desktop (42%).

(July 2015) 5

eMarketer expects mobile to overtake desktop for US search ad dollars this year, rising from $8.72 billion to $12.85 billion—just slightly above desktop’s $12.82 billion. At the same time, there will be 156.4 million mobile phone search users in the US, representing 49.0% of the population. 

(June 2015) 6

Nearly two-thirds of Americans own a smartphone and 19% of Americans rely on a smartphone for accessing online services and for staying connected. 

(April 2015) 7

According to a Pew Research Center report, 46% of smartphone owners say their smartphone is something "they couldn't live without," compared to 54% who say their phone is "not always needed."

(April 2015) 8

Email marketing yields an average 4,300% return on investment for businesses in the United States. 

(July 2015) 9

Digital display ad spending by US retailers was also more programmatic-heavy than in any other industry. Retailers are spending 70.0% of digital display budgets on programmatic buys this year. Overall, the industry will spend $3.71 billion on programmatic digital display ads in 2015. 

(June 2015) 10

Television is no longer a focused content activity. In 2014, 78% of US Internet users accessed second screens during shows and 71% did so during ads. The biggest second screen activities by far are checking email and social media, time filler, content snacking activities that often require little thought.

(March 2015) 11

People want to be in control of the content they receive: 86% of people skip TV commercials. 44% of direct mail is never opened. 91% of people have unsubscribed from company emails they previously opted into.

(February 2015) 12

MARKETING OPERATIONS

MARKETING SPEND

GLOBAL MARKET RESOURCES

Only 16 percent of marketers feel that their organizations are delivering customer experiences that truly fulfill their brand promises, while two-thirds (66 percent) say their efforts in this area are hit or miss, and 14 percent say they are completely missing the mark.

(January 2016) 13

Leadership behaviors and skills drive over 57% of CMO’s career success and over 77% of their market success.

(December 2015) 14

Marketers report the top five digital marketing metrics for success are; revenue growth (32%), customer satisfaction (30%), return on investment (23%), customer retention rates (23%), and customer acquisition (23%).

(November 2015) 15

More than half of event marketers use social media to spread the word.

(June 2015) 16

Global spending on media is forecast to rise at a compound annual rate of 5.1 percent during the next five years—to $2.1 trillion in 2019, from $1.6 trillion in 2014.

(December 2015) 17

Digital advertising was the fastest-growing category in 2014, with a 16.1 percent increase in spending, followed by video games at 14.3 percent and broadband at 9.2 percent. 

(December 2015) 18

Digital advertising, video games, and broadband will continue to be the fastest-growing segments over the next five years, with projected compound annual increases of 12.7 percent, 8.1 percent, and 7.8 percent, respectively, to 2019. 

(December 2015) 19

More than a third of CMOs say that digital marketing will account for 75% or more of their spending within the next five years.

(November 2015) 20

* Facts & Stats are curated by the CMO Council team. Attributions for each entry can be seen by hovering over each footnote.

CMO Council Contact
Donovan Neale-May
Executive Director
408.677.5300 x5333
donovan@cmocouncil.org

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