Marketing Industry 2017 Fact Pack Part 2 of 2

MARKETINGINDUSTRY

2017:A statistical look at the state of marketing in 2017. There’s also

some information about Mobile and B to B marketing.

1

2

Table of Content:Page Title: Page Number:Marketing Overall: 3

US Marketing Statistics 7US Market Leaders by Category 24Global Marketing Statistics 38

Mobile Marketing: 47Mobile Overview Statistics 52Smartphone Statistics 65Table & App Statistics 72

B-to-B Marketing: 78B-to-B Spending Trends 82B-to-B Content Marketing 89Lead Generation 96Mobile & Social Marketing 103Marketing Automation & More 109

Work Cited: 114

3

Brands by Market Share 2016:

43.10%

29.20%

9.50%

4.60%3.00%

1.30%1.20% 1.00% 0.80%

0.70% 5.60%Smartphone Brands by Market Share:

AppleSamsungLGMotorolaHTCZTENokiaGoogleBlackBerryKyoceraOther

Compiled by Author From: Advertising Age, 17 October 2016. Print

4

Global Smartphone Users:


2015 2016 2017 2018 20190.00

500.00

1,000.00

1,500.00

2,000.00

2,500.00

3,000.00

1,863.902,100.30

2,323.102,527.80

2,713.00

Global Smartphone Users in the Millions:

5

Global Smartphone Users Growth:


Middle East & Africa

Latin America

Central & Eastern Europe

Asia Pacific

Western Europe

North America

Worldwide

0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00% 16.00%

15.70%

13.00%

12.90%

10.80%

7.60%

6.20%

10.60%

Smartphone User Growth in 2017:

6

Smartphone Apps by Platform:


Face

book

Apple

Music

Face

book

Mes

seng

er

Apple

Maps

Yahoo

Sto

cks

87.10%72.50% 71.90% 71.30%

64.10%

Iphone App Usage 2016:

Google

Play

Google

Sea

rch

Google

Map

s

YouTu

be

Face

book

96.40%80.90% 74.50% 72.60% 71.40%

Android App Usage 2016:

7

US Tablet Users:


2015 2016 2017 2018 2019145

150

155

160

165

170

175

180

185

160.1

168.2

174.5

179.7

184.2US Tablet Users in Millions:

8

Tablet App Usage 2016:


Total 18 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65 +

22.6

27.6

19.417.3

23

28

23.4

Hour Spent on Tablet Apps by Age Group:

9

Apps with Most Millennial Users:


Yik Yak 99%

Play Station Official App 81%

Venmo 81%

Twitch 80%

Vine 78%

10

B-to-B Marketing Facts:

Compiled by Author From: Advertising Age, 22 August 2016. Print

44% are neutral about the effectiveness of their organization’s use of content marketing

Predictive intelligence is used 10.7 times more by high performers than underperformers do

Marketing analytics is used 4.2 times more by high performers than underperformers do

11

B-to-B Spending Trends:


23%

20%

16%

10%4%1%

22%

3%

Percentage of Budgets Spent on B-to-B Content Marketing:

1% to 9%10% to 24%25% to 49%50% to 74%75% to 99%100%Unsure0%

Average proportion of

total marketing budget allocated

to content marketing is 28%

12



Search

Engin

e Mar

ketin

g

Print o

r Offl

ine P

romot

ion

Trad

ition

al Onli

ne B

anne

r Ads

Promot

ed P

osts

Social

Ads

Native

Adv

ertis

ing

Conte

nt D

iscov

ery T

ools

66%57% 55% 52% 51%

39%

14%

B-to-B Paid Advertising Usage:

13



Challenges in setting marketing budgets:

Attributing program spend to revenue results

Demonstrating a clear return on marketing investment

Justifying proposed marketing budgets to stakeholders / senior management

Connecting marketing goals with business objectives

Securing incremental budget for experimentation & innovation

Allocating program budgets across different digital & traditional channels

Protecting budget from stakeholder/ senior management cuts

Determining how and where to invest in digital marketing

Finding benchmarks across my industry peer group

14

B-to-B Content Marketing:


Producing Engaging Content

Measuring Content Effectiveness

Producing Content Consistently

Measuring the ROI of Content Marketing Program

Lack of Budget

Producing a Variety of Content

0% 10% 20% 30% 40% 50% 60% 70%

60%

57%

57%

52%

35%

35%

Top Challenges for B-to-B Content Marketers:

15



Creating more Engaging Content

Understanding Content Effectiveness

Finding ways to Repurpose Content

Creating Visual Content

Becoming Better Storytellers

Better Understanding of Audience

0% 10% 20% 30% 40% 50% 60% 70% 80%

72%

65%

57%

51%

41%

41%

Top Priorities for B-to-B Content Marketers:

16



Social Media Content

Case Studies Blogs eNewsletter In Person Events Articles on your Website

93%

82% 81% 81% 81%79%

B-to-B Content Marketing Tactic Usage:

17



Video

Illust

ratio

ns/P

hoto

s

Whit

e Pap

ers

Infog

raph

ics

Web

inars

/Web

cast

s

Onli

ne P

rese

ntat

ion

79% 76% 71% 67% 66% 65%

B-to-B Content Marketing Tactic Usage:

18



Sophisticated Maturity

Level: • Provide

accurate measurement to the business, scaling across the organization

Mature Maturity Level:

• Finding success, yet challenged with integration across the organization

Adolescent Maturity Level:

• Have developed a business case, seeing early success, becoming more sophisticated with measurement and scaling

Young Maturity Level:

• Growing pains, challenged with creating a cohesive strategy and a measurement plan

First Steps Maturity Level:

• Doing some aspects of content, but have not yet begun to make content marketing a process

Company Content Maturity Level:

19



Sophisticated Mature Adolescent Young First Steps0%

5%

10%

15%

20%

25%

30%

8%

24%

29%27%

11%

Company Content Maturity Level:

20

Lead Generation:


31%

23%9%

7%

6%

5%

3%3% 13%

Most Important Metric B-to-B Content Marketers Use:

Sales Lead QualitySales Higher Conversion RatesSales Lead QuantityBrand LiftWebsite TrafficSubscriber GrowthSEO RankingOther

21

Mobile & Social Marketing:


LinkedIn Twitter Facebook YouTube Google + SlideShare Instagram Pinterest

94%87% 84%

74%

62%

37%29% 25%

B-to-B Content Marketing Social Media Platform Usage:

22

Marketing Automation:


Marke

ting A

nalyt

ics

Data T

arge

ting &

Seg

menta

tion

Marke

ting A

utom

ation

Emplo

ying A

gile M

etho

ds

Predic

tive I

ntell

igenc

e0%

20%

40%

60% 56% 51% 50% 49% 49%31% 23% 21% 18% 18%13% 9% 8% 5% 5%

Percentage of who are Extensively Using each Tool or Technology:

High Performers Moderate Performers Underperformers

23

Largest B-to-B Advertisers:


Microsoft Corp.

Apple

AT&TSamsun

g Electronics Co.

Amazon

24

Largest US B-to-B Agencies:


Ogilvy & Mather Advertising

Freeman

Harte Hank’s

PwC Digital Services

BBDO Worldwide

25

Work Cited:• Magazine, Advertising Age. Advertising Age supplement B-to-B Marketing Fact Pack. N.p.: Advertising Age, 22 August 2016. Print*

• Magazine, Advertising Age. Advertising Age supplement Mobile Fact Pack. N.p.: Advertising Age, 17 October 2016. Print*

• Magazine, Advertising Age. Advertising Age supplement Marketing Fact Pack. N.p.: Advertising Age, 19 December 2016. Print*

*Also available online at adage.com

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