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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