Market Research Logo

Consumer Marketing 2018-2019

Consumer Marketing 2018-2019 assesses leading approaches for marketing toconsumers from media advertising to social media marketing, from direct mail to email,and from customer service to experiential marketing.

Consumer Marketing 2018-2019 categorizes consumer marketing tactics into 52 topics,each presented in a separate chapter. Current market research and statistics, ananalysis of effectiveness, surveys of marketers and consumers, and discussions oftrends are presented for each. The handbook also examines overall marketingstrategies 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 relationshipmanagement, green marketing, lead generation, loyalty programs, market research,out-of-home advertising, place-based video advertising, sampling, shopper (in-store)marketing, sponsorships, sports marketing, and word-of-mouth. Over 1,200 websitelinks – directly embedded into the electronic edition – will direct you to additional marketresearch and other resources.

Consumer Marketing 2018-2019 is designed to be a strategic business planningresource for marketing executives in all consumer business segments. ConsumerMarketing 2018-2019 is also an essential reference for academic libraries that supportbusiness management and marketing curricula.


PART I: MARKET OVERVIEW
1 BUSINESS-TO-BUSINESS MARKETING
1.1 B2B Marketing
1.2 Comparison Of B2B and B2C Marketing
1.3 B2B Marketing Tactics
2 B2B SPENDING
2.1 B2B External Spending
2.2 Digital Advertising and Marketing Spending
2.3 Digital Content Publishing Spending
2.4 B2B Sales Collateral
2.5 Market Resources
3 B2B MARKETING SPENDING TRENDS
3.1 Overview
3.2 Marketing Budget 2016
3.3 Marketing Spending Distribution
3.4 Marketing Challengers
3.5 Market Resources
4 B2B MARKETING BENCHMARKS
4.1 Overview
4.2 B2B CMO Survey
4.3 Market Resources
5 STATE OF B2B MARKETING
5.1 Overview
5.2 Objectives
5.3 Effectiveness
5.4 Digital/Online Channels
5.5 Offline Channels
5.6 Integration of Digital and Traditional Marketing
5.7 Marketing Initiatives
5.8 Market Resources
6 B2B MEDIA
6.1 Business News Magazines
6.2 Business Technology Magazines
6.3 Newspapers
7 MARKETING TECHNOLOGY
7.1 Most Important Marketing Technologies
7.2 Marketing Technology Trends
7.3 Market Resources
PART II: MARKET LEADERS
8 TOP ADVERTISERS
8.1 Top 100 B2B Advertisers
8.2 Market Resources
9 TOP B2B AGENCIES
9.1 B2B Agency Ranking 2016
9.2 Market Resources
10 TOP B2B BRANDS
10.1 Overview
10.2 Ranking 2016
10.3 Market Resources
11 TOP B2B CAMPAIGNS
11.1 Overview
11.2 Award Winners
12 TOP B2B COMMERCIAL CHANNEL SOFTWARE COMPANIES
12.1 Overview
12.2 Marketshare Leaders 2016
12.3 Market Resources
13 TOP B2B MARKETING BLOGS
13.1 Top 100 B2B Marketing Blogs
PART III: MARKET SEGMENTATION
14 BUSINESS & WORKFORCE COUNTS
14.1 Number of Businesses
14.2 Small Businesses
14.3 Workforce
14.4 State Assessment
14.5 Market Resources
15 NAICS
15.1 Overview
15.2 NAICS Segments and Business Counts
15.3 Market Resources
16 DISTRIBUTION CHANNELS
16.1 Overview
16.2 Distributors
16.3 Purchasing Consortiums
16.4 Retailers
16.5 Wholesalers
16.6 Market Resources
17 BUSINESS DIRECTORIES & DATABASES
17.1 Overview
17.2 Business Directory/Database Publishers
18 DIRECT MARKETING LISTS
18.1 Overview
18.2 List Brokers, Compilers and Managers
PART IV: MARKETING & SALES
19 ACCOUNT-BASED MARKETING
19.1 Overview
19.2 Implementation
19.3 Effectiveness
19.4 Approaches To Account-Based Marketing
19.5 Account-Based Marketing Survey
20 CONTENT MARKETING
20.1 Overview
20.2 Content Spending
20.3 Content Marketing Trends
20.4 State Of B2B Content Marketing
20.5 Content Marketing Survey
20.6 Buyer Perspective
20.7 Market Resources
20.8 Market Resources
21 CUSTOMER EXPERIENCE
21.1 Overview
21.2 Importance Of The Customer Experience
21.3 Customer Experience Survey
21.4 Emotional Connections With Customers
21.5 Vendor Relationships
21.6 Market Resources
22 CUSTOMER RELATIONSHIP MANAGEMENT
22.1 Overview
22.2 CRM Use
22.3 CRM Spending
22.4 CRM Technology Products
22.5 Market Resources
23 DATA-DRIVEN MARKETING
23.1 Overview
23.2 Data-Driven Advertising and Marketing
23.3 Data-Driven Marketing Strategy
24 DIRECT MARKETING
24.1 Business Spending
24.2 Direct Marketing Agencies
24.3 Response Rate
24.4 Market Resources
25 EVENT MARKETING
25.1 Overview
25.2 Event Spending
25.3 Major Sports Events
25.4 Hospitality Tents
25.5 Market Resources
26 INBOUND MARKETING
26.1 Overview
26.2 Objectives
26.3 Effectiveness
26.4 Program Execution
26.5 Challenges
26.6 Market Resources
27 LEAD GENERATION
27.1 Qualified Leads
27.2 Most Effective Lead Generation Tactics
27.3 Conversion Rate
27.4 Cost Per Lead And ROI
27.5 Assessing Effectiveness
27.6 Lead Generation Survey
28 LEAD MANAGEMENT
28.1 Overview
28.2 Implementation
28.3 Lead Nurturing Trends
28.4 Lead Management Technology Products
28.5 Market Resources
29 MARKET RESEARCH
29.1 Market Research Companies
29.2 Market Research Publishers
29.3 Competitor Intelligence
29.4 Forecasting
29.5 Market Resources
30 MARKETING ANALYTICS
30.1 Overview
30.2 Predictive Analytics
30.3 Marketing Analytics Survey
30.4 Analytics Technology Products
30.5 Web Analytics Technology Products
31 MARKETING AUTOMATION
31.1 Overview
31.2 Marketing Automation for SMBs
31.3 State Of B2B Marketing Automation
31.4 Marketing Automation Technology Products
31.5 Market Resources
32 NETWORKING
32.1 Overview
32.2 Local Networking Alliances
32.3 Networking Online
33 PRODUCT MARKETING
33.1 Overview
33.2 Product Marketing Activities
33.3 Digital Channels For Product Marketing
33.4 Offline Channels For Product Marketing
33.5 Distribution Strategies
33.6 Metrics For Assessment
33.7 Product Launch Strategies
33.8 Product Launch Assessment
33.9 Challenges in Product Marketing
33.10 Market Resources
34 PROMOTIONAL EVENTS
34.1 Overview
34.2 Objectives
34.3 Key Benefits
34.4 Type Of Promotional Events
34.5 Event Components
34.6 Event Promotion Online Channels
34.7 Content To Support Event Promotion
34.8 Pre-Event Tactics
34.9 Tactics For Attendee Engagement
34.10 Post-Event Tactics
34.11 Assessing ROI
34.12 Primary Challenges
34.13 Market Resources
35 SALES
35.1 Sales Occupations
35.2 Sales Performance
35.3 Sales Cycle
35.4 Sales Enablement
35.5 Market Resources
36 SPONSORSHIPS
36.1 Overview
36.2 Market Assessment
36.3 Spending By Sector
36.4 Market Resources
PART V: TRADE SHOWS
37 TRADE SHOW MARKETING
37.1 Trade Show Marketing
37.2 Exhibition Industry Research
37.3 Associations
37.4 Periodicals
37.5 Online Resources
38 LARGEST TRADE SHOWS
38.1 Overview
38.2 Largest Trade Shows
39 CONVENTION CENTERS
39.1 Largest Convention Centers
39.2 List of Convention Centers
PART VI: DIGITAL MARKETING
40 DIGITAL MARKETING STRATEGY
40.1 Overview
40.2 Objectives
40.3 Effectiveness
40.4 Program Execution
40.5 Challenges
40.6 Resources Used
40.6 Market Resources
41 B2B E-COMMERCE
41.1 Market Assessment
41.2 Online and Mobile B2B Commerce
41.3 B2B E-Commerce Promotions
41.4 Online Marketplaces
42 EMAIL
42.1 B2B Use Of Email
42.2 Effectiveness
42.3 Email Marketing Trends
42.4 Email List Growth
42.5 Email Marketing Services
43 MOBILE MARKETING
43.1 Scope Of Mobile Applications
43.2 B2B Use Of Mobile
43.3 State Of B2B Mobile Marketing
43.4 Mobile Marketing Survey
43.5 Tablet Use For B2B Sales
44 PROGRAMMATIC ADVERTISING
44.1 Overview
44.2 Benefits Of Programmatic Advertising
44.3 Use Of Programmatic In B2B Advertising
45 SEARCH
45.1 Overview
45.2 State Of B2B Search Marketing
45.3 Search Engine Optimization
45.4 Market Resources
46 SOCIAL MEDIA MARKETING
46.1 Overview
46.2 Use And Effectiveness
46.3 State Of B2B Social Media Marketing
46.4 Social Media Marketing Strategy
47 VIDEO MARKETING
47.1 Overview
47.2 Reasons To Use Marketing Videos
47.3 Video Marketing Survey
47.4 Market Resources
48 WEBSITE TRAFFIC
48.1 B2B Website Features
48.2 Online Research
48.3 Website Marketing Optimization
48.4 Landing Page Optimization
48.5 Website Usability
APPENDIX A - ACADEMIC CENTERS
APPENDIX B - ACADEMIC - MBA MARKETING PROGRAMS
APPENDIX C - ACADEMIC - PH.D./DBA MARKETING PROGRAMS
APPENDIX D - ADVERTISING AGENCIES
APPENDIX E - ANALYSTS
APPENDIX F - ASSOCIATIONS
APPENDIX G - ONLINE RESOURCES
APPENDIX H - PERIODICALS
APPENDIX I - SERVICES FOR RESEARCH & STRATEGY
APPENDIX J - SMALL BUSINESS DEVELOPMENT CENTERS
REFERENCES

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook

Share this report