Consumer Marketing 2020-2021

Consumer Marketing 2020-2021

Consumer Marketing 2020-2021 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 2020-2021 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, 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 website links – directly embedded into the electronic edition – will direct you to additional market research and other resources.

Consumer Marketing 2020-2021 is designed to be a strategic business planning resource for marketing executives in all consumer business segments. Consumer Marketing 2020-2021 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 eMarketer Assessment
4.3 Kantar Media Assessment
4.4 Magna Assessment
4.5 Winterberry Group
4.6 Zenith USA Assessment
4.7 Market Resources
5 CONSUMER RESPONSE TO ADVERTISING
5.1 Overall Attitude Toward Ads
5.2 Trust In Advertising
5.3 Preferred Media For Ads
5.4 Positive Response To Ads
5.5 Negative Response To Ads
5.6 Ignoring Ads
6 IN-CINEMA ADVERTISING
6.1 Market Assessment
6.2 Moviegoer Demographics
6.3 Market Resources
7 MAGAZINE ADVERTISING
7.1 Readership
7.2 Circulation
7.3 Advertising Spending
7.4 Ad Spending By Sector
7.5 Top Advertisers
7.6 Interactive Media
7.7 Market Resources
8 NEWSPAPER ADVERTISING
8.1 Readership
8.2 Circulation
8.3 Advertising Spending
8.4 Ad Spending By Sector
8.5 Top Advertisers
8.6 Alternative Weeklies
8.7 Market Resources
9 OUT-OF-HOME ADVERTISING
9.1 Market Assessment
9.2 Spending By Format
9.3 Market Leaders
9.4 Ad Spending By Sector
9.5 Top Advertisers
9.6 High Mileage Drivers
9.7 Digital Place-Based Advertising
9.8 Market Resources
10 RADIO ADVERTISING
10.1 Audience
10.2 Market Assessment
10.3 Ad Spending by Sector
10.4 Top Radio Advertisers
10.5 Digital Radio
10.6 Market Resources
11 TELEVISION ADVERTISING
11.1 Audience
11.2 Market Assessment
11.3 Ad Spending By Sector
11.4 Top Advertisers
11.5 Market Resources
12 TOP ADVERTISERS
12.1 Overview
12.2 Top Spending Advertisers
12.3 Market Resources
13 TOP ADVERTISING AGENCIES
13.1 Overview
13.2 Top 100 Agencies
13.3 Market Resources
PART III: DIGITAL MARKETING
14 DIGITAL ADVERTISING
14.1 Internet Advertising Revenue
14.2 Spending by Sector
14.3 Market Leaders
14.4 Digital Agencies
14.5 Top Advertisers
14.6 Real-Time Bidding On Ad Exchanges
14.7 Market Resources
15 CONSUMER RESPONSE TO DIGITAL ADS
15.1 Overall Attitude Toward Digital Ads
15.2 Ad Frequency And Content
15.3 Influence On Purchase Decisions
15.4 Ad Blocking
16 EMAIL
16.1 Market Assessment
16.2 Marketer Use Of Email
16.3 Consumer Response To Emails
16.4 Ignoring Emails
16.5 Factors Influencing Email Open Rate
16.6 Day- and Time-Of-Delivery Effectiveness
16.7 Email Marketing Services
16.8 Market Resources
17 MOBILE MARKETING
17.1 Market Assessment
17.2 Market Leaders
17.3 Mobile Marketing Agencies
17.4 Mobile Marketing Tactics
17.5 In-App Ads
17.6 Mobile Banner Ads
17.7 Mobile Shopping Apps
17.8 Market Resources
18 SEARCH
18.1 Organic Vs. Paid Search
18.2 Market Assessment
18.3 Search Agencies
18.4 Top Advertisers
18.5 Local Search
18.6 Market Resources
19 VOICE SEARCH
19.1 Use Of Digital Voice Assistants
19.2 Voice Search Shopping
19.3 Local Business Queries
19.4 Voice-Search Promotions
20 SOCIAL MEDIA MARKETING
20.1 Use Of Social Networking Sites
20.2 Business Use Of Social Media
20.3 Social Media Ad Spending
20.4 Social Media Marketing Tactics
20.5 Social Media Posts
20.6 Challenges In Social Media Marketing
20.7 Market Resources
21 DIGITAL VIDEO ADVERTISING
21.1 Market Assessment
21.2 Digital Content NewFronts
21.3 Video Ads On Social Networks
21.4 Video Ad Engagement
21.5 Video Ad Completion Rates
21.6 Assessing Effectiveness
21.7 Market Resources
22 DIGITAL PLACE-BASED VIDEO ADVERTISING
22.1 Market Assessment
22.2 Video Ads In Public Venues
22.3 DPB Video Ad Networks
22.4 Market Resources
23 DIGITAL AUDIO ADVERTISING
23.1 Audience
23.2 Advertising Spending
24 WEBSITE STRATEGY
24.1 Overview
24.2 Professional-Looking Sites
24.3 Engaging New Visitors
24.4 Domain Names
24.5 Landing Page Optimization
24.6 Product Detail Pages
24.7 Site Search
24.8 Confirmation Page
PART IV: MARKETING FOCUS
25 GENERATIONAL MARKETING
25.1 Overview
25.2 Generational Comparison
25.3 Trusted Forms Of Advertising
25.4 Marketing To Baby Boomers
25.5 Marketing To Generation X
25.6 Marketing To Millennials
25.7 Marketing To Generation Z
26 GENDER-SPECIFIC MARKETING
26.1 Gender Comparison
26.2 Purchasing Decision-Making
26.3 Engaging Moms
26.4 Blurring Gender Roles
26.5 Avoiding Gender Stereotypes
26.6 Gender-Specific Blogs And Websites
27 HISPANIC MARKETING
27.1 Overview
27.2 Spending
27.3 Multicultural Agencies
27.4 Use Of Media
27.5 Hispanic Media Spending
27.6 Top Hispanic Media
27.7 Use Of Coupons
27.8 Market Resources
PART V: ANALYSES
28 ARTIFICIAL INTELLIGENCE IN MARKETING
28.1 Overview
28.2 Applications In Marketing
28.3 Personalization In Email Marketing
28.4 Chatbots
29 BRANDING
29.1 Overview
29.2 Elements Of Branding
29.3 Brand Reputation
29.4 Personal Brands
30 BUY AMERICAN INITIATIVES
30.1 Preference For U.S.-Made Products
30.2 Buy American Initiatives
30.3 Maker’s Row
30.4 Market Resources
31 BUY LOCAL INITIATIVES
31.1 Buying Local
31.2 Select Initiatives
31.3 Impact Of Initiatives
31.4 Market Resources
32 CAUSE MARKETING
32.1 Overview
32.2 Effectiveness
32.3 Cause Marketing Halo Awards
32.4 Compassionate Consumerism
32.5 Market Resources
33 CELEBRITY ENDORSEMENTS
33.1 Effectiveness of Celebrity Endorsements
33.2 Influence By Age Demographic
33.3 Celebrity-Branded Merchandise
34 CONTENT MARKETING
34.1 Overview
34.2 Content Spending
34.3 Use Of Content Marketing
34.4 Content Marketing Tactics
34.5 Blogs
34.6 Assessing ROI
34.7 Market Resources
35 COUPONS
35.1 Consumer Use Of Coupons
35.2 Redemption
35.3 Influence On Purchases
35.4 Mobile Coupons
36 CUSTOMER ANALYTICS
36.1 Overview
36.2 Customer Databases
36.3 Sharing Customer Data
36.4 Data Brokers
36.5 Consumer Valuation Scores
36.6 Product Use Insight
36.7 Data Integration
36.8 Regulatory Oversight
36.9 Key Players
37 CUSTOMER COMMUNICATIONS
37.1 Preferred Communications By Sector
37.2 Promotions
37.3 Customer Service
37.4 Text Message Communications
37.5 Social Media Communications
38 CUSTOMER RELATIONSHIP MANAGEMENT
38.1 Overview
38.2 Benefits Of CRM
38.3 CRM Spending
38.4 CRM Technology Products
38.5 Market Resources
39 CUSTOMER RETENTION
39.1 The Importance of Customer Retention
39.2 Retention Strategies
39.3 Retention Of Online Customers
39.4 Benefits Of Customer Retention Programs
40 CUSTOMER SERVICE
40.1 Overview
40.2 Perspectives On Customer Service
40.3 Customer Service Channels
40.4 Consumer Opinions Of Customer Service
40.5 Impact By Segment
41 DATA-DRIVEN MARKETING
41.1 Overview
41.2 Market Assessment
41.3 Customer Data Platforms
41.4 Challenges In Data-Driven Marketing
41.5 Measuring ROI
41.6 Attribution
41.7 Implementation
41.8 Market Resources
42 DIRECT MARKETING
42.1 Market Assessment
42.2 Direct Mail
42.3 Effectiveness
42.4 Direct Marketing Agencies
42.5 Direct Marketing List Providers
42.6 Market Resources
43 DIRECT SELLING
43.1 Overview
43.2 Market Assessment
43.3 Market Leaders
43.4 Market Resources
44 ENGAGEMENT
44.1 Defining Engagement
44.2 Measuring Engagement
44.3 Brand Engagement
44.4 Brand Activation
44.5 Market Resources
45 EVENT & EXPERIENTIAL MARKETING
45.1 Overview
45.2 Market Assessment
45.3 Event Specialists
45.4 Effectiveness
45.5 Music Festivals
45.6 Market Resources
46 GREEN MARKETING
46.1 Impact On Consumer Spending
46.2 Green Initiatives
46.3 Credibility Of Green Marketing Claims
46.4 Green Ad Agencies
46.5 Market Resources
47 IN-STORE TRACKING
47.1 Overview
47.2 Beacons
47.3 Smartphone Tracking
47.4 Facial Recognition
47.5 RFID Tracking
47.6 Privacy Issues
48 INFLUENCER MARKETING
48.1 Overview
48.2 Market Assessment
48.3 Influencer Marketing Tactics
48.4 Response To Influencer-Sponsored Posts
48.5 FTC Guidelines
48.6 Influencer Marketing Management
48.7 List Of Influencer Marketing Agencies
48.8 List Of Influencer Marketing Platforms
49 LOCAL MARKETING
49.1 Market Assessment
49.2 Sources Of Local Search Information
49.3 Top Local Search Categories
49.4 Local Marketing By National Brands
49.5 Market Resources
50 LOCATION-BASED MARKETING
50.1 Use Of Location-Based Apps
50.2 Location-Based Marketing
50.3 Location-Targeted Ads
50.4 Location Data Brokers
50.5 Barriers To Implementation
51 LOYALTY PROGRAMS
51.1 Participation
51.2 Member Demographics
51.3 Customer Incentives
51.4 Member Satisfaction
52 NAMING RIGHTS
52.1 Overview
52.2 Sports Stadiums And Arenas
52.3 Performing Arts Centers
52.4 Transit Systems
53 NATIVE ADVERTISING
53.1 Overview
53.2 Market Assessment
53.3 Online Media Branded Content
53.4 Print Media
53.5 Television
54 ONLINE TRACKING
54.1 Behavioral Targeting
54.2 Retargeting
54.3 BT Email
54.4 Privacy Concerns
54.5 ‘Do Not Track’ Options
55 PERSONALIZATION
55.1 Personalized Marketing
55.2 Personalization Tactics
55.3 Implementation
55.4 Customer Response To Personalization
56 PRICING
56.1 Overview
56.2 Price Sensitivity
56.3 In-Store Vs. Online Pricing
56.4 Dynamic Pricing
56.5 Pricing Market Research
56.6 Pricing Research Centers
57 PROGRAMMATIC ADVERTISING
57.1 Overview
57.2 Market Assessment
57.3 Benefits Of Programmatic Advertising
57.4 Challenges For Advertisers
57.5 Conversion Rates And Offline Sales
57.6 Programmatic Ad Pricing
58 PROMOTIONS
58.1 Market Assessment
58.2 Types of Promotions
58.3 Methods of Promotions
58.4 Rewards-Based Promotions
58.5 Promotions Agencies
58.6 Giveaways
58.7 Market Resources
59 PSYCHOGRAPHIC SEGMENTATION
59.1 Overview
59.2 Community-Based Segmentation
59.3 Customer Personality-Based Segmentation
59.4 Economic-Based Segmentation
59.5 Household-Based Segmentation
59.6 Lifestyle-Based Segmentation
59.7 Millennial Segmentation
59.8 Socioeconomic Segmentation
60 SHOPPER [IN-STORE] MARKETING
60.1 Overview
60.2 In-Store Decision-Making
60.3 In-Store Promotions
60.4 Sampling
60.5 In-Store TV
60.6 Market Resources
61 SMALL- AND MEDIUM-SIZED BUSINESS ADVERTISING & MARKETING
61.1 Overview
61.2 Market Assessment
61.3 SMB Marketing Tactics
61.4 Most Effective SMB Marketing
61.5 Social Media Marketing
62 SPONSORSHIPS
62.1 Market Assessment
62.2 Spending By Sector
62.3 Top Sponsors
62.4 Sports Sponsorships
62.5 Market Resources
63 THE SHOPPING EXPERIENCE - IN-STORE
63.1 Overview
63.2 Benefits Of Improving The Customer Experience
63.3 Store Atmospherics
63.4 Self-Service
63.5 Smartphone Use
63.6 Turning Shoppers Into Buyers
64 THE SHOPPING EXPERIENCE - ONLINE
64.1 Expectations Online
64.2 Omnichannel Shopping
64.3 Buy Online, Pick Up In-Store
64.4 Same-Day Delivery
65 THE SHOPPING EXPERIENCE - OMNICHANNEL
65.1 Overview
65.2 Implementation Of Omnichannel Commerce
65.3 Market Resources
APPENDIX A - ACADEMIC CENTERS
APPENDIX B - ANALYSTS
APPENDIX C - ASSOCIATIONS
APPENDIX D - MARKETING BLOGS
APPENDIX E - MARKETING TECHNOLOGY VENDORS
APPENDIX F - ONLINE RESOURCES
APPENDIX G - PERIODICALS
REFERENCES

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