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Consumer Marketing 2016-2017

Consumer Marketing 2016-2017

Consumer Marketing 2016-2017 assesses leading approaches for marketing to consumers from media advertising to social media marketing, from direct mail to email, and from customer service to experiential marketing.

Consumer Marketing 2016-2017 categorizes consumer marketing tactics into 52 topics, each presented in a separate chapter. Current market research and statistics, an analysis of effectiveness, surveys of marketers and consumers, and discussions of trends are presented for each. The handbook also examines overall marketing strategies including analytics for ROI, budget distribution, and prioritization.

Select topics include behavioral targeting, big data, branding, buy American initiatives, cause marketing, celebrity endorsements, consumer segmentation, consumer tracking, content marketing, crowdsourcing, customer engagement, customer relationship management, gamification, green marketing, lead generation, loyalty programs, market research, out-ofhome advertising, place-based video advertising, sampling, shopper (in-store) marketing, sponsorships, sports marketing, and word-of-mouth. Over 1,200 website links – directly embedded into the electronic edition – will direct you to additional market research and other resources.

Consumer Marketing 2016-2017 is designed to be a strategic business planning resource for marketing executives in all consumer business segments. Consumer Marketing 2016-2017 is also an essential reference for academic libraries that support business management and marketing curricula.


PART I: OVERVIEW
1 CONSUMER MARKETING
1.1 Scope
1.2 Market Assessment
1.3 Consumer Behavior
2 MARKET RESEARCH
2.1 Competitor Intelligence
2.2 Consumer Surveys
2.3 Customer Satisfaction Surveys
2.4 Focus Groups
2.5 Geodemographic Segmentation
2.6 Market Research Companies
2.7 Market Research Reports
2.8 Media Consumption Research
2.9 Mystery Shopping
2.10 Neuroscience Research
2.11 Public Opinion Polls
2.12 Retail Sales Reporting
2.13 Web Traffic Analysis
2.14 Market Resources
3 B2C MARKETING BENCHMARKS
3.1 Overview
3.2 B2C CMO Survey
3.3 Market Resources
PART II: ADVERTISING
4 ADVERTISING SPENDING
4.1 Overview
4.2 Total Media Advertising and Marketing Services Spend
4.3 Measured and Unmeasured Media Ad Spend
4.4 Market Forecast
4.5 Market Resources
5 CONSUMER RESPONSE TO ADVERTISING
5.1 Preferred Media For Ads
5.2 Positive Response To Ads
5.3 Negative Response To Ads
5.4 Ignoring Ads
5.5 Ad Blocking
5.6 Ad Influence On Millennials
6 IN-CINEMA ADVERTISING
6.1 Market Assessment
6.2 Patron Demographics
6.3 Market Resources
7 MAGAZINE ADVERTISING
7.1 Market Assessment
7.2 Market Leaders
7.3 Measured Ad Spending By Sector
7.4 Top Advertisers
7.5 Interactive Media
7.6 Market Resources
8 NEWSPAPER ADVERTISING
8.1 Market Assessment
8.2 Market Leaders
8.3 Measured Ad Spending By Sector
8.4 Top Advertisers
8.5 Digital Newspapers
8.6 Alternative Newspapers
8.7 Classifieds
8.8 Market Resources
9 OUT-OF-HOME ADVERTISING
9.1 Market Assessment
9.2 Market Leaders
9.3 Spending By Format
9.4 Top Advertisers
9.5 High Mileage Drivers
9.6 Place-Based Advertising
9.7 Market Resources
10 PLACE-BASED VIDEO ADVERTISING
10.1 Overview
10.2 Video Ads In Public Venues
10.3 Video Ad Networks
10.4 Market Resources
11 RADIO ADVERTISING
11.1 Audience Assessment
11.2 Market Assessment
11.3 Measured Ad Spending by Sector
11.4 Top Radio Advertisers
11.5 Digital Radio
11.6 Market Resources
12 TELEVISION ADVERTISING
12.1 Audience Assessment
12.2 Market Assessment
12.3 Measured Ad Spending By Sector
12.4 Top Advertisers
12.5 Average CPM
12.6 Market Resources
13 TOP ADVERTISERS
13.1 Overview
13.2 Top Spending Advertisers
13.3 Market Resources
14 TOP ADVERTISING AGENCIES
14.1 Overview
14.2 Top 100 Agencies
14.3 Market Resources
PART III: DIGITAL MARKETING
15 DIGITAL ADVERTISING
15.1 Market Assessment
15.2 Digital Agencies
15.3 Top Advertisers
15.4 Display Ads
15.5 Real-Time Bidding On Ad Exchanges
15.6 Programmatic Advertising
15.7 Native Ads
15.8 Market Resources
16 EMAIL
16.1 Email Spending
16.2 Mobile Viewing Of Email
16.3 Email Marketing Trends
16.4 Email List Growth
16.5 Segmentation And Targeting
16.6 Factors Influencing Email Open Rate
16.7 Personalization
16.8 Time-Of-Delivery Effectiveness
16.9 Email Marketing Services
16.10 Market Resources
17 MOBILE MARKETING
17.1 Market Assessment
17.2 Market Leaders
17.3 Mobile Marketing Agencies
17.4 Mobile Marketing Survey
17.5 Mobile Ad Types
17.6 Mobile Shopping Apps
17.7 Market Resources
18 SEARCH
18.1 Organic Vs. Paid Search
18.2 Search Agencies
18.3 SEO Marketing Strategy
18.4 Paid Search
18.5 Local Search
18.6 Market Resources
19 SOCIAL MEDIA MARKETING
19.1 Overview
19.2 Social Media Ad Spending
19.3 Social Media Marketing Strategy
19.4 Social Media Marketing Tactics
19.5 Social Media Posts
19.6 Social Media Metrics
19.7 Market Resources
20 VIDEO
20.1 Market Assessment
20.2 Video Ad CPM
20.3 Video Ad Engagement
20.4 Video Ads And Online Retail Spending
20.5 Product Videos
20.6 Video Ad Viewing By Platform
20.7 Mobile Video Ads
20.8 Viral Video Ads
20.9 Market Resources
21 WEBSITE STRATEGY
21.1 Overview
21.2 Domain Names
21.3 Professional-Looking Sites
21.4 Website Marketing Optimization
21.5 Landing Page Optimization
PART IV: ANALYSES
22 ANALYTICS
22.1 Overview
22.2 Analytics Software
22.3 Web Analytics Software
23 BIG DATA
23.1 Overview
23.2 Market Assessment
23.3 Key Players
23.4 Applications In Consumer Marketing
23.5 Challenges
24 BRANDING
24.1 Elements Of Branding
24.2 Sensory Branding
24.3 Color Branding
25 BUY AMERICAN INITIATIVES
25.1 Preference For U.S.-Made Products
25.2 Buy American Initiatives
26 CAUSE MARKETING
26.1 Overview
26.2 Spending
26.3 Effectiveness
26.4 Cause Marketing Halo Awards
26.5 Compassionate Consumerism
26.6 Market Resources
27 CELEBRITY ENDORSEMENTS
27.1 Effectiveness of Celebrity Endorsements
27.2 Brand Ambassadors
27.3 Celebrity-Branded Merchandise
27.4 Consumer Perceptions Of Celebrities
28 CONTENT MARKETING
28.1 Overview
28.2 Content Spending
28.3 Content Marketing Tactics
28.4 Content Marketing Survey
28.5 Blogs
28.6 Assessing ROI
28.7 Market Resources
29 COUPONS
29.1 Consumer Use Of Coupons
29.2 Redemption
29.3 Coupon User Demographics
29.4 Digital Coupons
29.5 Market Resources
30 CROWDSOURCING
30.1 Overview
30.2 Benefits Of Crowdsourcing
30.3 Case Studies
30.4 Market Resources
31 CUSTOMER COMMUNICATIONS
31.1 Overview
31.2 Preferred Communications By Sector
31.3 Promotions
31.4 Customer Service
32 CUSTOMER RELATIONSHIP MANAGEMENT
32.1 Overview
32.2 CRM Software
32.3 Market Resources
33 CUSTOMER RETENTION
33.1 The Importance of Customer Retention
33.2 Retention Strategies
33.3 Retention Of Online Customers
34 CUSTOMER SERVICE
34.1 State Of Customer Service
34.2 Loyalty
34.3 Impact By Segment
34.4 Factors Contributing To Good Customer Service
34.5 Social Networks For Customer Service
35 DATA-DRIVEN MARKETING
35.1 Overview
35.2 Market Assessment
35.3 Measuring ROI
35.4 Attribution
35.5 Implementation
36 DIRECT MARKETING
36.1 Direct Marketing Spending
36.2 Direct Mail
36.3 Response Rate
36.4 Effectiveness
36.5 Direct Marketing Agencies
36.6 Direct Marketing List Providers
36.7 Market Resources
37 DIRECT SELLING
37.1 Overview
37.2 Market Assessment
37.3 Direct-Selling Companies
37.4 Market Resources
38 ENGAGEMENT
38.1 Defining Engagement
38.2 Measuring Engagement
38.3 Brand Engagement
38.4 Brand Activation
38.5 Market Resources
39 ENTERTAINMENT MARKETING
39.1 Overview
39.2 Movie Tie-Ins
39.3 Music Tie-Ins
39.4 Product Placement
39.5 Video Mini-Series
40 EVENT & EXPERIENTIAL MARKETING
40.1 Overview
40.2 Market Assessment
40.3 Event Specialists
40.4 Effectiveness
40.5 Market Resources
41 GAMIFICATION
41.1 Overview
41.2 Marketing Applications
41.3 Gamified Advertising
41.4 Reward-Based Advertising
42 GREEN MARKETING
42.1 Impact On Consumer Spending
42.2 Green Initiatives
42.3 Credibility Of Green Marketing Claims
42.4 Green Ad Agencies
42.5 Market Resources
43 HISPANIC- & LATINO-AMERICAN MARKETING
43.1 Overview
43.2 Spending
43.3 Multicultural Agencies
43.4 Use Of Media
43.5 Hispanic Media Spending
43.6 Top Hispanic Media
43.7 Market Resources
44 LOCAL MARKETING
44.1 Market Assessment
44.2 Local Online Directories
44.3 Top Local Search Categories
44.4 Local Marketing By National Brands
44.5 Market Resources
45 LOYALTY PROGRAMS
45.1 Participation
45.2 Customer Incentives
45.3 Effectiveness
45.4 Sector Assessment
46 NAMING RIGHTS
46.1 Overview
46.2 Sports Stadiums And Arenas
46.3 Municipal Facilities
46.4 Transit Systems
47 PERSONALIZATION
47.1 Marketing Priority
47.2 Personalization Tactics
47.3 Implementation
47.4 Customer Response To Personalization
48 PRICING
48.1 Overview
48.2 Consumer Price Sensitivity
48.3 In-Store Vs. Online Pricing
48.4 Dynamic Pricing
48.5 Price Matching
48.6 Personalized Pricing
48.7 Pricing Market Research
48.8 Pricing Research Centers
49 PROMOTIONS
49.1 Market Assessment
49.2 Types of Promotions
49.3 Methods of Promotions
49.4 Promotions Agencies
49.5 Market Resources
50 SAMPLING
50.1 Overview
50.2 Cost-Effectiveness
50.3 Venues
51 SHOPPER [IN-STORE] MARKETING
51.1 Overview
51.2 In-Store Decision-Making
51.3 In-Store Promotions
51.4 In-Store TV
51.5 Market Resources
52 SMALL- AND MEDIUM-SIZED BUSINESS ADVERTISING & MARKETING
52.1 Overview
52.2 Market Assessment
52.3 Most Effective SMB Marketing
52.4 Digital Marketing
52.5 SMB Marketing Priorities
53 SPONSORSHIPS
53.1 Market Assessment
53.2 Spending By Sector
53.3 Sports Sponsorships
53.4 Market Resources
54 THE SHOPPING EXPERIENCE - IN-STORE
54.1 Turning Shoppers Into Buyers
54.2 Store Atmospherics
54.3 Convenience Shopping
54.4 Self-Service
54.5 In-Store Smartphone Use
54.6 Wearables
54.7 Outlook
55 THE SHOPPING EXPERIENCE - ONLINE
55.1 Overview
55.2 Expectations Online
55.3 Buy Online, Pick Up In-Store
55.4 Same-Day Delivery
56 WORD-OF-MOUTH
56.1 Overview
56.2 Influencers
56.3 WOM Programs
56.4 WOI Analytics
56.5 Marketing Guidelines
56.6 Online Follow-up To WOM
56.7 Market Resources
PART V: PSYCHOGRAPHIC SEGMENTATION
57 COMMUNITY-BASED SEGMENTATION
57.1 Overview
57.2 Segmentation Categories
57.3 Market Resources
58 CUSTOMER PERSONALITY-BASED SEGMENTATION
58.1 Overview
58.2 Segmentation Categories
58.3 Market Resources
59 ECONOMIC-BASED SEGMENTATION
59.1 Overview
59.2 Segmentation Categories
59.3 Market Resources
60 HOUSEHOLD-BASED SEGMENTATION
60.1 Overview
60.2 Segmentation Categories
60.3 Market Resources
61 LIFESTYLE-BASED SEGMENTATION
61.1 Overview
61.2 Segmentation Categories
61.3 Market Resources
62 MILLENNIAL SEGMENTATION
62.1 Overview
62.2 Segmentation
62.3 Comparative Analysts
62.4 Market Resources
63 SOCIOECONOMIC SEGMENTATION
63.1 Overview
63.2 Life-Stage Groups
63.3 Market Resources
PART VI: CONSUMER TRACKING
64 CUSTOMER ANALYTICS
64.1 Overview
64.2 Customer Databases
64.3 Sharing Customer Data
64.4 Data Brokers
64.5 Consumer Valuation Scores
64.6 Product Use Insight
64.7 Data Integration
64.8 Regulatory Oversight
64.9 Key Players
65 ONLINE BEHAVIORAL TARGETING
65.1 Overview
65.2 Advertiser Spending
65.3 Retargeting
65.4 BT Email
65.5 Privacy Concerns
65.6 ‘Do Not Track’ Options
66 SHARING INFORMATION ON SOCIAL MEDIA
66.1 Overview
66.2 Information Shared On Social Media
66.3 Sharing Information With Trusted Companies
66.4 Enticements for Sharing Information
66.5 Privacy Issues
67 MOBILE TRACKING
67.1 Overview
67.2 Location Tagging
67.3 Mobile Device Tracking
67.4 Subscriber Tracking
67.5 Contextual Tracking
67.6 Privacy Concerns
68 IN-STORE TRACKING
68.1 Observational Customer Research
68.2 Influencing Shopping Behavior
68.3 Mobile Panels
68.4 Facial Recognition
68.5 RFID Tracking
68.6 Privacy Issues
68.7 Key Players
69 CROSS-CHANNEL TRACKING
69.1 Overview
69.2 Priority And Implementation
69.3 Beyond Cookies
69.4 Tracking Services
APPENDIX A - ACADEMIC CENTERS
APPENDIX B - ACADEMIC - MBA MARKETING PROGRAMS
APPENDIX C - ACADEMIC - PH.D./DBA MARKETING PROGRAMS
APPENDIX D - ANALYSTS
APPENDIX E - ASSOCIATIONS
APPENDIX F - MARKETING BLOGS
APPENDIX G - ONLINE RESOURCES
APPENDIX H - PERIODICALS
APPENDIX I - SERVICES FOR RESEARCH & STRATEGY
REFERENCES

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