Chapter 1: Direct Marketing Overview. Research. thedma.org/sfb I 2016 Statistical Fact Book

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2 TABLE OF CONTENTS CHAPTER 1: MARKETING OVERVIEW MARKETING OVERVIEW 1 PERCENTAGE USING EACH MEDIUM IN PROMOTIONAL CAMPAIGNS DIRECT RESPONSE ADVERTISING SALARIES 5 DEMOGRAPHICS OF CONSUMERS PURCHASING BY MAIL, PHONE OR INTERNET 7 PURCHASING BEHAVIOR OF MAIL, PHONE OR INTERNET BUYERS 9 CHANGES IN CHANNEL USAGE OVER THE NEXT 5 YEARS 11 MARKETERS TOP PRIORITIES FOR MARKETING TEAM STRUCTURE 12 MOST COMMON USES FOR REAL-TIME DECISIONING 12 PLANNED CHANNEL INTEGRATIONS OF CROSS-CHANNEL MARKETERS 12 WHICH THREE MARKETING CHANNELS OFFER THE GREATEST OPPORTUNITIES OVER THE NEXT YEAR? 13 SINGLE MOST IMPORTANT FACTOR WHICH ENABLES EFFECTIVE ORCHESTRATION OF CROSS- CHANNEL MARKETING ACTIVITIES US MEASURED MEDIA SPENDING: $126.5BB US DIRECT & DIGITAL SPENDING: $153.2BB 15 SPENDING ON VARIOUS DATA-DRIVEN MARKETING MEDIA CHANNELS 16 PROCESS FOR REUSING AND REPURPOSING CONTENT 17 CONTENT CREATION FOR TARGETS/SEGMENTS 17 FREQUENCY OF CONTENT AUDIT 18 USE OF MARKETING AUTOMATION 18 MOST USEFUL METRICS USED FOR MEASURING MARKETING AUTOMATION PERFORMANCE 19 MOST IMPORTANT GOALS OF A MARKETING AUTOMATION STRATEGY 19 MOST IMPORTANT OBJECTIVES OF A DATA-DRIVEN MARKETING STRATEGY 20 MOST CHALLENGING OBSTACLES TO DATA-DRIVEN MARKETING SUCCESS 20 VII

3 TYPES OF MARKETING TECHNOLOGY BEING USED 21 AVAILABILITY AND UTILIZATION OF MARKETING TECHNOLOGY 21 MARKETING VEHICLE FREQUENCY PG 22 FREQUENCY OF COMMUNICATIONS PREFERRED FROM A DISTRIBUTOR 23 BIGGEST MARKETING CHALLENGE 24 PRIMARY CONTENT MANAGEMENT APPROACH FOR REPS 24 MARKETING CONTENT EFFECTIVENESS FOR LEAD GEN 25 BENEFITS OF SALES ENABLEMENT 25 TYPES OF INNOVATION IN B2B MARKETING 26 WHERE MARKETING INNOVATION IMPACTS THE ENTERPRISE 26 TOP PRIORITIES BY COMPANY TYPE BUDGET BY ROI 28 TOP MARKETING CHALLENGES YEAR OVER YEAR 28 THE MOST OVERRATED MARKETING TOPICS 29 DO YOU HAVE GOOD VISIBILITY AND ACCURATE VALUATIONS OF CUSTOMER LIFETIME VALUE AND RETENTION RATES? 30 CAN YOU AGGREGATE AND ASSIMILATE ALL OF THESE SOURCES OF INSIGHT TO GET A 360- DEGREE VIEW OF YOUR CUSTOMER? 30 WHAT MEASURE DOES YOUR ORGANIZATION MOST RELY ON TO QUANTIFY CUSTOMER ENGAGEMENT SUCCESS? 31 TO WHAT DEGREE DO YOUR ANALYTICS ALLOW YOU TO ADAPT TO AND PREDICT THE NEXT BEST ACTION FOR A CUSTOMER? 31 TYPE OF EXPERIENCE GENERATED BY ENCOUNTERING THESE ADS 32 HAVE YOU RECEIVED OR ENCOUNTERED ANY OF THE FOLLOWING? 33 ORGANIZATION S ABILITY TO ADDRESS CORE CHALLENGES 33 VIII

4 TABLE OF CONTENTS CHAPTER 2: DATA DATA 35 DATA-DRIVEN MARKETING ECONOMY (DDME) VALUE ADDED 39 TOTAL DATA DRIVEN MARKETING ECONOMY (DDME) VALUE-ADDED EMPLOYMENT 39 SUMMARY OF DDME VALUE-ADDED REVENUES BY SEGMENT 40 DDME EMPLOYMENT: TOTAL AND DEPENDENCE ON 3 RD PARTY DATA (DIRECT AND INDIRECT) 41 DDME INDUCED EMPLOYMENT 42 MEDIUM SELECTION BY CAMPAIGN TYPE 42 WORLDATA LIST PRICE INDEX 44 DATA CHALLENGES IN NUMBER OF DATA TECHNOLOGIES COMPANIES ARE INVESTING IN 45 INVESTMENT IN DATA TECHNOLOGY 46 NUMBER OF DATA SOURCES USED IN CAMPAIGNS 46 BENEFIT OF USING DATA IN MAKING DECISIONS 47 STATUS OF DATA-DRIVEN MARKETING TODAY AND VISION FOR THE FUTURE 47 DEPARTMENT WITH PRIMARY RESPONSIBILITY FOR MARKETING DATA 48 TOP OBSTACLES TO DATA-DRIVEN MARKETING 48 COLLABORATION BETWEEN IT AND MARKETING WHEN IT COMES TO SHARING CUSTOMER DATA 49 DOES THE INTEGRATION OF A DATA MANAGEMENT PLATFORM MEAN THAT DISPLAY ADVERTISING IS MORE OR LESS INTEGRATED WITH OTHER DIGITAL MARKETING ACTIVITIES? 50 IX

5 PROPORTION OF COMPANY RESPONDENTS SAYING THEY RE CONFIDENT IN THEIR ABILITY TO MEASURE THESE 50 SPENDING ON DATA-DRIVEN MARKETING, COMPARED TO PREVIOUS QUARTER 51 REVENUE DERIVED FROM DATA-DRIVEN MARKETING, COMPARED TO PREVIOUS QUARTERS 51 ECONOMIC EVENTS OR ACTIONS THAT WOULD MOST SUPPORT YOUR ORGANIZATION AND ITS ABILITY TO GROW PROFITABILITY OVER THE YEAR AHEAD 52 TO WHAT EXTENT DO YOU AGREE THAT THE PRACTICE OF DDM IS WELL POSITIONED TO GROW IN THE FUTURE? US DATA SPEND IN SUPPORT OF DIRECT MAIL, DISPLAY, AND ($11.6 BB) 53 MOST EFFECTIVE SOURCES USED FOR IMPROVING DATA QUALITY 53 SOURCES OF DATA USED FOR MARKETING PURPOSES 54 MOST USEFUL CONTACT DATA FIELD COLLECTED IN ONLINE FORMS IN ADDITION TO 54 BIGGEST DRIVERS TO TURN DATA INTO INSIGHTS 55 REVENUE ATTRIBUTION METHODS USED, BY COMPANY SIZE 56 MOST COMMON CHANNELS USED TO COLLECT CUSTOMER DATA 57 BIGGEST DRIVERS FOR ACHIEVING A SINGLE CUSTOMER VIEW 57 MOST COMMON DATA ERRORS WITHIN BUSINESSES 58 REASONS FOR MAINTAINING A HIGH-QUALITY DATA STRATEGY 58 BIGGEST INTERNAL CHALLENGES TO IMPROVING DATA QUALITY 59 LIKELIHOOD OF MILLENNIALS TO SWITCH BRANDS THAT ARE ASSOCIATED WITH A GOOD CAUSE, GIVEN SIMILAR PRICE & QUALITY 60 ACTION PERFORMED BY MILLENNIALS IN THE PAST 12 MONTHS 60 X

6 TABLE OF CONTENTS CHAPTER 3: DIRECT MAIL/CATALOG DIRECT MAIL & CATALOG 62 DIRECT MAIL RESPONSE RATES * 65 DIRECT MAIL USAGE BY INDUSTRY RESPONDENTS 66 NUMBER OF MAIL ORDER PURCHASES IN THE LAST MONTH BY EDUCATION OF HOUSEHOLD HEAD 67 MAIL RECEIVED BY HOUSEHOLDS 68 RESPONSE RATES TO STANDARD MAIL (A) ADVERTISING SOLICITATIONS 68 RESPONSE RATES TO FIRST-CLASS ADVERTISING SOLICITATIONS 69 TREATMENT OF STANDARD MAIL (A) PIECE BY SHAPE 70 USEFULNESS OF STANDARD MAIL (A) PIECE BY SHAPE 71 STANDARD MAIL (A) REACTION BY INDUSTRY 72 RESPONSE TOSTANDARD MAIL (A) PIECES BY INCOME 73 RESPONSE TO STANDARD MAIL (A) PIECE** BY AGE OF HEAD OF HOUSEHOLD 74 STANDARD MAIL (A) RESPONSE TO ADVERTISING BY SHAPE 75 INTENDED RESPONSE RATES FOR MAJOR INDUSTRIES BY ENCLOSURE OF REPLY ENVELOPES/CARDS 76 STANDARD MAIL INDUSTRY USAGE OF REPLY MAIL 77 STANDARD MAIL (A) RESPONSE TO ADVERTISING BY FAMILIARITY WITH ORGANIZATION 78 XI

7 RECEIPT OF FIRST-CLASS AND TOTAL STANDARD MAIL (INCLUDING NONPROFIT MAIL) BY MAIL ORDER PURCHASES MADE IN THE PAST YEAR 78 ADVERTISING GENERATING RESPONSE BY MAIL CLASS 79 RESPONSE TO STANDARD MAIL (A) PIECE BY AGE OF HEAD OF HOUSEHOLD 79 STANDARD MAIL (A) ADDRESSEE BY INDUSTRY 80 TREATMENT OF ADVERTISING MAIL 82 STANDARD MAIL (A) CONTENT OF MAIL PIECE 82 STANDARD MAIL (A) BY SHAPE 83 AVERAGE NUMBER OF MAIL PIECES RECEIVED PER WEEK 83 RESPONSE TO FIRST-CLASS ADVERTISINGFROM FINANCIAL SERVICES SUBSEGMENTS 84 RESPONSE TO STANDARD MAIL (A) ENVELOPES AND CARDS FROM FINANCIAL SERVICES SUBSEGMENTS 84 STANDARD MAIL (A) RECEIPT BY NUMBER OF CREDIT CARDS 85 STANDARD MAIL (A) RECEIPT BY NUMBER OF FINANCIAL ACCOUNTS AND INSURANCE POLICIES 85 STANDARD MAIL (A) PIECES FROM INSURANCE COMPANIES 86 STANDARD MAIL (A) PIECES FROM INSURANCE COMPANIES 87 STANDARD MAIL (A) PIECES FROM CREDIT CARD INDUSTRY 88 LETTERSHOP OPERATIONS 91 BROCHURES 92 SELF-MAILING FORMATS 93 REPLY CARDS/ORDER FORMS 93 OUTER OR CARRIER ENVELOPES 94 BIND-IN ORDER FORM ENVELOPES 95 LITHO LETTERS (NOT PERSONALIZED) 95 LASER LETTERS (PERSONALIZED) 96 BUSINESS REPLY ENVELOPES (BRE) 96 XII

8 DIRECT MAIL SAMPLE WORKING BUDGET 97 TOTAL NUMBER OF MAIL PIECES (ALL CLASSES) ATTRIBUTED TO DIRECT MAIL: COUPONS DISTRIBUTED, FOOD VS. NON-FOOD 99 COUPONS REDEEMED, FOOD VS. NON-FOOD 99 COUPONS REDEMPTION 100 REDEMPTION RATES BY METHOD 100 US DIRECT MAIL MARKETING SPEND 101 TOTAL DATA SPEND FOR DIRECT MAIL 101 CATALOGS MAILED PER YEAR ( ) DIRECT RESPONSE CATALOG ADVERTISING SALARIES 103 CATALOG EFFECTIVENESS 105 BELIEF ABOUT PRINT AS A MARKETING VEHICLE 105 METHODS USED TO FIND AND SELECT PRODUCTS FROM A DISTRIBUTOR 106 DO YOU HAVE A FORMAL PROGRAM TO TRACK YOUR CATALOG S EFFECTIVENESS? 106 TYPES OF CATALOGS PRODUCED 107 METHODS OF PROSPECTING TO BE USED IN THE NEXT 12 MONTHS 107 PUPROSE OF PRINT CATALOG IN ADDITION TO SELLING PRODUCTS CHANGE IN CIRCULATION CHANGE IN PAGE COUNTS 109 XIII

9 TABLE OF CONTENTS CHAPTER 4: RETAIL RETAIL 111 ESTIMATED QUARTERLY US RETAIL SALES: TOTAL AND E-COMMERCE* 114 ATTITUDES AND BEHAVIORS TOWARD TECHNOLOGY 114 APPEALS OF LOCATION BASED SERVICES FEATURES 115 FEELING TOWARDS BEING A MEMBER OF FAVORITE LOYALTY PROGRAM 115 CONSUMER SHOPPING ATTITUDES 116 BENEFITS THAT MOTIVATED CONSUMERS TO JOIN LOYALTY PROGRAMS 116 WHY MEMBERS CONTINUE TO PARTICIPATE IN LOYALTY PROGRAMS 117 WHAT FACTORS INFLUENCE PURCHASE DECISIONS 117 DO YOU SEEK OUT ANY OF THE FOLLOWING PRIOR TO SHOPPING AT A STORE? 118 WHEN DO YOU LOOK FOR COUPONS? 119 WHERE DO YOU TYPICALLY LOOK FOR COUPONS? 119 HOW DO YOU REDEEM YOUR COUPONS? 120 WHAT STRATEGIES ARE YOU CURRENTLY LEVERAGING TO CREATE A MORE SEAMLESS SHOPPING EXPERIENCE ACROSS CHANNELS? 120 WHAT ARE THE MAJOR OBSTACLES PREVENTING YOU FROM DELIVERING MORE PERSONALIZED MESSAGES? 121 RETAILERS SENDING PRODUCT PAGE REMINDERS 121 SUBJECT LINE TONE 122 PRODUCT-RELATED FEATURES IN THE SHOPPING CART 122 RETAILERS SENDING CART REMINDER S 123 XIV

10 PURCHASING BEHAVIOR OF MAIL, PHONE OR INTERNET BUYERS 124 WEBSITES USED TO SEARCH FOR COUPONS 126 USED THE SAME OR MORE COUPONS VS. LAST YEAR 127 HOW COUPONS INFLUENCE SHOPPERS 127 HOW AFFLUENT CONSUMERS USE COUPONS 128 PRINT COUPON USAGE 129 TOP 5 E-COMMERCE MARKETPLACES AND CSES USED B2C 130 TOP 5 E-COMMERCE MARKETPLACES AND CSES USED B2B 130 ASIDE FROM SHOPPING CART RECOVERY S, HOW ARE YOU MARKETING TO SHOPPING-CART ABANDONERS? 131 OTHER THAN CREDIT CARDS, WHAT TYPE OF PAYMENT OPTIONS DOES YOUR WEBSITE PROVIDE? 131 CATEGORIES SEARCHED ONLINE FOR COUPONS 132 WAYS RETAILERS CAN IMPROVE YOUR SHOPPING EXPERIENCE 133 TACTICS MARKETERS USE TO IMPROVE CUSTOMER S SHOPPING EXPERIENCES 134 TACTICS MARKETERS USE TO HELP NEW CUSTOMERS LEARN ABOUT PRODUCTS OR EXISTING CUSTOMERS LEARN ABOUT NEW PRODUCTS 135 USING MOBILE DEVICE IN-STORE 136 MILLENNIALS ONLINE SHOPPING FREQUENCY 136 WHICH OF THE FOLLOWING HAVE YOU DONE USING YOUR MOBILE/SMARTPHONE WHILE IN-STORE? 137 WHAT WOULD MAKE YOUR IN STORE SHOPPING EXPERIENCE BETTER? 138 REASONS FOR SHOPPING AT FAVORITE RETAILER 138 APPEAL OF IN-STORE MOBILE SERVICES 139 REASONS TO DECIDE TO PAY FOR SHIPPING 139 IMPORTANCE OF FACTORS WHEN CHECKING OUT 140 IMPORTANCE OF RETAIL APP FEATURES 140 ACTIONS TAKEN TO QUALIFY FOR FREE SHIPPING 141 XV

11 LIKELIHOOD THAT THESE PROMOTIONAL VEHICLES WILL PROMPT SHOPPING 141 HOW OFTEN DO YOU BUY PRODUCTS USING THE FOLLOWING SHOPPING CHANNELS? 142 XVI

12 TABLE OF CONTENTS CHAPTER 5: DIGITAL DIGITAL 144 DESIRED OUTCOME OF DISPLAY AD CAMPAIGN 147 INTERNET DISPLAY USAGE BY INDUSTRY 147 HOURS SPENT ONLINE PER WEEK 148 INTERNET PURCHASERS WHO BROWSE IN RETAIL AND BUY ONLINE 148 VIEWS ABOUT BUYING ONLINE 149 DOES BUYING ONLINE AFFECT PURCHASING IN TRADITIONAL RETAIL STORES? 149 AVERAGE MONTHLY PURCHASING 150 US ADULT DIGITAL COUPON USERS, DIGITAL MARKETING COSTIMATOR BUDGET SHEET DIGITAL MARKETING SALARIES 152 DEMOGRAPHICS OF CONSUMERS PURCHASING ONLINE 153 PURCHASING BEHAVIOR OF ONLINE BUYERS 155 DIGITAL AD SPENDING WORLDWIDE, US DIGITAL AD SPENDING, TO WHAT EXTENT DOES DIGITAL PERMEATE YOUR OWN ORGANIZATION S MARKETING ACTIVITIES? US DIGITAL ADVERTISING SPENDING ($59.5BB) 158 ENTERPRISE B2B DIGITAL MARKETING GOALS 158 ENTERPRISE B2B DIGITAL STRATEGIES IN USE 159 XVII

13 USE OF DIGITAL MARKETING SOLUTIONS & TOOLS 159 B2B ENTERPRISE DIGITAL MARKETING SUCCESS METRICS 160 WHERE VIDEO CONTENT IS USED 160 CONVERSION PERFORMANCE OF VIDEO COMPARED TO OTHER CONTENT TYPES 161 HOW IS THE ROI OF VIDEO CHANGING? 161 VIDEO CONTENT BUDGET 162 SALES USE OF VIEWING DATA TO INFLUENCE DEALS 162 WHICH THREE DIGITAL RELATED AREAS ARE THE TOP PRIORITIES FOR YOUR ORGANIZATION IN 2016? 163 SINGLE MOST EXCITING OPPORTUNITY 2016 VS. FIVE YEARS TIME 164 WHAT BEST DESCRIBES YOUR APPROACH TO IN-STORE GEO-TARGETING TECHNOLOGY, USED FOR DELIVERING LOCATION-BASED NOTIFICATIONS? 165 MONTHLY ONLINE RADIO LISTENING 165 MONTHLY ONLINE RADIO LISTENING BY AGE 166 MONTHLY PODCAST LISTENING 166 INTERNET-CONNECTED TV OWNERSHIP 167 MOST EFFECTIVE TYPES OF VIDEO CONTENT USED 167 MOST DIFFICULT TYPES OF VIDEO CONTENT 168 MOST IMPORTANT USES OF TECHNOLOGY IN VIDEO MARKETING 169 MOST IMPORTANT GOALS OF A DIGITAL MARKETING STRATEGY 169 MOST EFFECTIVE DIGITAL MARKETING TACTICS COMPARE D TO MOST DIFFICULT 170 DIGITAL MARKETING SPEND 171 DIGITAL MARKETING POSITIONS BEING HIRED IN THE NEXT YEAR 171 INTERNET OF THINGS DEVICE OWNERSHIP 172 DIGITAL MARKETING BUDGETING SHIFTS 172 XVII

14 TABLE OF CONTENTS CHAPTER 6: SEARCH SEARCH 174 DESIRED OUTCOME OF PAID SEARCH 176 PAID SEARCH USAGE BY INDUSTRY SEARCH ENGINE MARKETING SALARIES 177 MOST EFFECTIVE SEO TACTICS VERSUS MOST DIFFICULT TO EXECUTE 178 MOST IMPORTANT OBJECTIVES FOR YOUR SEO STRATEGY 178 MOST USEFUL METRICS FOR MEASURING SEO PERFORMANCE 179 GOOGLE SHARE OF US PAID SEARCH 179 YEAR-OVER-YEAR GROWTH BY DEVICE CLASS 180 OVERALL US PAID SEARCH GROWTH BY FORMAT 180 MOBILE CLICK SHARE BY SEARCH AD PLATFORM 180 SHARE OF US PAID SEARCH CLICKS BY DEVICE 181 SEARCH SPEND GROWTH YOY BY QUARTER Q YOY US PAID SEARCH METRICS BY DEVICE 182 Q US MOBILE SEARCH SPEND SHARE BY DEVICE 183 YOY SEARCH METRICS BY QUARTER 183 Q YOY CHANGE IN PROGRAMMATIC DISPLAY METRICS 184 US PROGRAMMATIC DISPLAY TACTIC BREAKDOWN Q WHICH OF THE FOLLOWING TYPES OF ACTIVITIES DOES YOUR ORGANIZATION CARRY OUT, OR MANAGE ON BEHALF OF CLIENTS? 185 XIX

15 INVESTING IN SEARCH ENGINES COMPARED TO A YEAR AGO 186 CHALLENGES IN MANAGING SEARCH ENGINE OPTIMIZATION EFFORTS 186 CHALLENGES IN MANAGING PAID SEARCH MARKETING EFFORTS 187 DO YOU USE TECHNOLOGY WITH BID MANAGEMENT FOR DIGITAL CAMPAIGNS? 188 DO YOU USE TECHNOLOGY WITH LINK ANALYSIS FOR SEARCH ENGINE OPTIMIZATION? 189 TYPICAL FEE STRUCTURE USED TO PAY DIGITAL SERVICE PROVIDERS MARKETERS 190 TYPICAL FEE STRUCTURE USED TO PAY DIGITAL SERVICE PROVIDERS AGENCIES 191 XX

16 TABLE OF CONTENTS CHAPTER 7: DESIRED OUTCOME OF CAMPAIGN 196 COMMERCIAL USAGE BY INDUSTRY 196 HOUSEHOLD CAPABILITY BY INCOME 197 HOUSEHOLD CAPABILITY BY AGE OF HOUSEHOLD 198 CLICK RATES BY INDUSTRY 199 CLICK RATES BY PERSONALIZATION 200 CLICK RATES BY SUBJECT LINE LENGTH 200 OPEN RATES BY PERSONALIZATION 200 NON-BOUNCE, OPEN AND CLICK RATES 201 ACTIVITY RATES FOR TRIGGERED MESSAGES 201 TYPE OF DELIVERED IN Q MOST EFFECTIVE TACTIC FOR LIST STRATEGY PURPOSES VERSUS MOST DIFFICULT TO EXECUTE 202 WHAT ARE THE MOST SIGNIFICANT BARRIERS TO THE SUCCESS OF AN LIST STRATEGY? 203 WHICH BEST DESCRIBED THE RESOURCES USED TO EXECUTE LIST TACTICS 203 INCREASE IN PERFORMANCE FOR E-STATEMENTS AS COMPARED TO STANDARD PROMOTIONAL MAILINGS 204 LIFT IN PERFORMANCE METRICS WHEN ANIMATION WAS INCLUDED IN S 204 FREQUENTLY USED METHODS FOR DATA CLEANSING 205 XXI

17 MOST COMMON SIGNS OF DELIVERABILITY ISSUES 205 RETAILERS SENDING AT LEAST ONE SHOPPING CART REMARKETING MESSAGE 206 NUMBER OF SHOPPING CART ABANDONMENT S SENT BY TOP 1000 RETAILERS IN INCENTIVES IN SECOND SHOPPING CART ABANDONMENT 207 SHOPPING CART ABANDONMENT (SCA) CADENCE 208 AVERAGE OPENS AND CLICK-THROUGH RATES BY INDUSTRY 210 AVERAGE OPENS AND CLICK-THROUGH RATES BY COUNTRY 210 HOW OFTEN DO YOU PREFER TO HEAR FROM COMPANIES THAT SEND YOU MARKETING/ADVERTISING S? 211 WHEN UNSUBSCRIBING FROM A COMPANY S MARKETING/ADVERTISING S, WHAT CAN THAT COMPANY DO TO KEEP YOU ON THE LIST? 211 DO MARKETING/ADVERTISING S INFLUENCE YOUR PURCHASE DECISIONS? 212 WHAT TYPE OF OFFER DO YOU PREFER IN MARKETING/ADVERTISING S? 212 READ RATES FOR SUBJECT LINE KEYWORDS BENEFIT 213 READ RATES FOR SUBJECT LINE KEYWORDS CLICKBAIT 213 READ RATES FOR SUBJECT LINE KEYWORDS COMMAND 214 READ RATES FOR SUBJECT LINE KEYWORDS DISCOUNT 214 READ RATES FOR SUBJECT LINE KEYWORDS PRICE 215 READ RATES FOR SUBJECT LINE KEYWORDS URGENCY 215 DELIVERABILITY BY COUNTRY 216 DELIVERABILITY BY INDUSTRY 217 METRICS BY INDUSTRY 218 TOTAL DATA SPEND FOR 219 WHERE DO YOU CHECK YOUR S THE MOST? 220 WHICH DEVICE DO YOU USE THE MOST TO CHECK S? 221 XXII

18 WHICH ACTIONS HAVE YOU TAKEN THE MOST AFTER READING AN INTERESTING MARKETING ? 222 HOW WELL IS CURRENT TECHNOLOGY PERFORMING? 223 TOP PERFORMANCE CHALLENGES 224 TOP ELEMENTS OF MARKETING SUCCESS 225 CAMPAIGN TIMING BENCHMARKS 226 XXII

19 TABLE OF CONTENTS CHAPTER 8: MOBILE MOBILE 229 US ADULT MOBILE COUPON USERS, DESIRED OUTCOME OF MOBILE CAMPAIGN 234 MOBILE ADVERTISING USAGE BY INDUSTRY 235 USE OF MOBILE PHONE FUNCTIONS 236 TYPES OF VIDEO CONTENT WATCHED ON SMARTPHONE 236 WHAT TYPES OF MOBILE ADVERTISING IS YOUR COMPANY ENGAGED IN? 237 HOW IMPORTANT WILL THE FOLLOWING BE FOR YOUR DIGITAL MARKETING OVER THE NEXT FEW YEARS? 237 RANKING MOBILE AS A TOP-THREE AREA OF PRIORITY FOR THEIR ORGANIZATION/CLIENTS IN US MCOMMERCE SALES, BY DEVICE, MOBILE ENGAGEMENT FREQUENCY 239 SUPPORT MOBILE ENGAGEMENT CHANNELS 240 MOBILE SUPPORT RESOLUTION, FOR MOBILE VIA MOBILE 240 MADE PURCHASES ON SMARTPHONE IN WHAT WOULD MAKE YOU MORE LIKELY TO SHOP ON YOUR MOBILE DEVICE? 241 ACTIVITIES MOST PERFORMED ON A SMARTPHONE 242 HOW LIKELY ARE YOU TO COMPLETE A PURCHASE ON YOUR MOBILE PHONE OR TABLET? 243 WHAT PREVENTS YOU FROM PURCHASING ON YOUR MOBILE PHONE OR TABLET? 243 XXI

20 IF YOU RECEIVE AN ON YOUR MOBILE PHONE OR TABLET THAT DOES NOT DISPLAY CORRECTLY, WHAT DO YOU DO? 244 MOBILE COMMERCE STRATEGIES BEING USED 245 PLANNED MOBILE PROGRAMS 246 XX

21 TABLE OF CONTENTS CHAPTER 9: SOCIAL SOCIAL 248 DESIRED OUTCOME OF SOCIAL MEDIA 251 SOCIAL MEDIA ADVERTISING USAGE BY INDUSTRY 251 BENEFITS OF SOCIAL MEDIA MARKETING 252 COMMONLY USED SOCIAL MEDIA PLATFORMS 252 WEEKLY TIME COMMITMENT FOR SOCIAL MEDIA MARKETING 253 USAGE OF PAID SOCIAL MEDIA SOCIAL MEDIA SALARIES 254 WHAT ARE THE GREATEST CHALLENGES IN MANAGING SOCIAL MEDIA MARKETING EFFORTS? 255 EFFECTIVE RATINGS FOR B2B TACTICS 256 EFFECTIVE RATINGS FOR B2C TACTICS 256 PERCENTAGE OF B2B MARKETERS WHO USE VARIOUS SOCIAL MEDIA SITES TO DISTRIBUTE CONTENT 257 PERCENTAGE OF B2C MARKETERS WHO USE VARIOUS SOCIAL MEDIA SITES TO DISTRIBUTE CONTENT 258 THE MOST IMPORTANT METRIC B2C CONTENT MARKETERS USE 258 B2B CONTENT MARKETING SPENDING (OVER NEXT 12 MONTHS) 259 B2C CONTENT MARKETING SPENDING (OVER NEXT 12 MONTHS) 259 FORTUNE 500 CORPORATIONS WITH PUBLIC FACING CORPORATE BLOGS 260 FORTUNE 500 CORPORATE SOCIAL MEDIA USAGE 261 TUMBLR 262 XX

22 TWITTER 263 PINTEREST 264 INSTAGRAM 265 LINKEDIN 266 FACEBOOK 267 SOCIAL MEDIA SPENDING AS A PERCENTAGE OF MARKETING BUDGETS 268 HOW WELL SOCIAL MEDIA IS INTEGRATED WITH STRATEGY OVER TIME 268 CHANGES IN SOCIAL MEDIA SPENDING ACROSS SECTORS 269 SOCIAL NETWORK AD SPENDING, HOW IS SOCIAL MEDIA MARKETING EFFECTIVENESS CHANGING? 270 WHAT ARE THE MOST EFFECTIVE TYPES OF CONTENT USED FOR SOCIAL MEDIA MARKETING PURPOSES? 270 HOW WELL MARKETING CONTENT MEETS SALES NEEDS 271 SALES/MARKETING ALIGNMENT 271 MARKETING S USAGE OF SALES FEEDBACK ON CONTENT 272 LENGTH TO CREATE, APPROVE AND PUBLISH A PIECE OF CONTENT 272 METRICS USED TO MEASURE SUCCESS OF CONTENT 273 SOCIAL MEDIA BRAND USAGE 273 USE SOCIAL MEDIA BRAND SEVERAL TIMES PER DAY 274 SOCIAL MEDIA BRAND USAGE 274 DATA SOURCES USED WHEN BUILDING AN AUDIENCE FOR PAID FACEBOOK ADVERTISING 275 AVERAGE SEARCH ENGINE TRAFFIC LIFT FROM FACEBOOK PAID MEDIA EXPOSURE ON ANY DEVICE 275 OVERALL AVERAGE NEUROMETRIC PRIMED TV PERFORMANCE 276 XX

23 TABLE OF CONTENTS CHAPTER 10: NONPROFIT NONPROFIT 278 NONPROFIT STANDARD MAIL (A) TREATMENT OF MAIL PIECE BY SHAPE 282 NONPROFIT STANDARD MAIL (A) USEFULNESS OF MAIL PIECE BY SHAPE 283 NONPROFIT STANDARD MAIL (A) INDUSTRY BY SHAPE 284 NONPROFIT STANDARD MAIL REACTION BY INDUSTRY 285 NONPROFIT STANDARD MAIL (A) BY CONTENT BY INDUSTRY 285 NONPROFIT STANDARD MAIL (A) RESPONSE TO ADVERTISING BY SHAPE 286 PERCENT OF NONPROFIT STANDARD MAIL (A) CONTAINING A REQUEST FOR DONATIONS BY AGE OF HEAD OF HOUSEHOLD 286 MEDIAN AVERAGE GIFT BY VERTICAL AND DONATION TYPE 287 MEDIAN CONVERSION RATES FOR DONATION S AND YEAR-OVER-YEAR PERCENT CHANGE 288 MESSAGES SENT AND YEAR-OVER-YEAR PERCENT CHANGE OVERALL GIVING DISTRIBUTION BY MONTH BY SECTOR ONLINE GIVING VIA MOBILE DEVICE DISTRIBUTION BY MONTH 291 EFFECTIVENESS RATINGS FOR NONPROFIT SOCIAL MEDIA PLATFORMS 291 TOP CHALLENGES FOR NONPROFIT CONTENT MARKETERS 292 NONPROFIT CONTENT MARKETING USAGE 292 US CHARITABLE GIVING BY YEAR MONTH GIVING TREND 293 XX

24 SECTOR FORECAST EXPECTED FACEBOOK ADS SPEND IN HOW OFTEN NONPROFITS EXPECT TO DIRECT MAIL APPEALS IN HOW OFTEN NONPROFITS EXPECT TO APPEALS IN HOW OFTEN NONPROFITS EXPECT TO SEND E-NEWSLETTERS IN XXI

25 TABLE OF CONTENTS CHAPTER 11: POSTAL RATES POSTAL RATES 298 POSTAL RATE CHANGES: STANDARD MAIL (A) APPENDIX 308 TOTAL POPULATION BY SEX AND RACE: MEDIAN INCOME BY RACE: AVERAGE ANNUAL EXPENDITURES BY AGE: PERSONAL INCOME PER CAPITA BY LARGE METROPOLITAN AREA: PERSONAL INCOME PER CAPITA BY STATE: 2000 VS SOURCE INDEX XX