Consumer Marketing 2022

Best Price Guarantee	Length	Publisher	Published Date	SKU
from $385	297 Pages	Richard K. Miller & Associates	July, 2021	RKM16707369

Best Price Guarantee
Price	from $385
Length	297 Pages
Publisher	Richard K. Miller & Associates
Published Date	July, 2021
SKU	RKM16707369

Consumer Marketing 2022 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 tactics are categorized into 60 topics, each presented in a separate chapter. Current marketresearch 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. Over 1,200 embedded website links will direct you to raw data, additional market research, and other resources.

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 Group M Assessment; 4.4 Winterberry Group; 4.5 Market Resources
5 IN-CINEMA ADVERTISING: 5.1 Market Assessment; 5.2 Moviegoer Demographics; 5.3 Market Resources
6 MAGAZINE ADVERTISING: 6.1 Readership; 6.2 Circulation; 6.3 Advertising Spending; 6.4 Ad Spending By Sector; 6.5 Top Advertisers; 6.6 Interactive Media; 6.7 Market Resources
7 NEWSPAPER ADVERTISING: 7.1 Readership; 7.2 Circulation; 7.3 Advertising Spending; 7.4 Ad Spending By Sector; 7.5 Top Advertisers; 7.6 Alternative Weeklies; 7.7 Market Resources
8 OUT-OF-HOME ADVERTISING: 8.1 Market Assessment; 8.2 Spending By Format; 8.3 Market Leaders; 8.4 Ad Spending By Sector; 8.5 Top Advertisers; 8.6 High Mileage Drivers; 8.7 Digital Place-Based Advertising; 8.8 Market Resources
9 RADIO ADVERTISING: 9.1 Audience; 9.2 Market Assessment; 9.3 Ad Spending by Sector; 9.4 Top Radio Advertisers; 9.5 Digital Radio; 9.6 Market Resources
10 TELEVISION ADVERTISING: 10.1 Audience; 10.2 Market Assessment; 10.3 Ad Spending By Sector; 10.4 Top Advertisers; 10.5 Market Resources
11 TOP ADVERTISERS: 11.1 Overview; 11.2 Top Spending Advertisers; 11.3 Market Resources
12 TOP ADVERTISING AGENCIES: 12.1 Largest Agencies; 12.2 Creativity Awards; 12.3 Market Resources
PART III: DIGITAL MARKETING
13 DIGITAL ADVERTISING: 13.1 Internet Advertising Revenue; 13.2 Market Leaders; 13.3 Digital Agencies; 13.4 Top Advertisers; 13.5 Real-Time Bidding On Ad Exchanges; 13.6 Market Resources
14 EMAIL: 14.1 Market Assessment; 14.2 Marketer Use Of Email; 14.3 Email Open Rate; 14.4 Day- and Time-Of-Delivery Effectiveness; 14.5 Email Marketing Services; 14.6 Market Resources
15 MOBILE MARKETING: 15.1 Market Penetration; 15.2 Market Assessment; 15.3 Mobile Formats; 15.4 Mobile Marketing Agencies; 15.5 Mobile Marketing Tactics; 15.6 Mobile Banner Ads; 15.7 Mobile Shopping Apps; 15.8 Market Resources
16 PODCAST ADVERTISING: 16.1 Podcast Listeners; 16.2 Market Assessment; 16.3 Market Leaders
17 SEARCH: 17.1 Organic Vs. Paid Search; 17.2 Market Assessment; 17.3 Search Agencies; 17.4 Top Advertisers; 17.5 Local Search; 17.6 Market Resources
18 VOICE SEARCH: 18.1 Use Of Digital Voice Assistants; 18.2 Voice Search Shopping; 18.3 Local Business Queries
19 SOCIAL MEDIA MARKETING: 19.1 Use Of Social Networking Sites; 19.2 Business Use Of Social Media; 19.3 Social Media Ad Spending; 19.4 Social Media Marketing Tactics; 19.5 Social Media Posts; 19.6 Challenges In Social Media Marketing; 19.7 Market Resources
20 DIGITAL VIDEO ADVERTISING: 20.1 Market Assessment; 20.2 Digital Content NewFronts; 20.3 Video Ads On Social Networks; 20.4 In-App Video Ad Spending; 20.5 Video Ad Engagement; 20.6 Video Ad Completion Rates; 20.7 Assessing Effectiveness; 20.8 Market Resources
21 DIGITAL PLACE-BASED VIDEO ADVERTISING: 21.1 Market Assessment; 21.2 Video Ads In Public Venues; 21.3 DPB Video Ad Networks; 21.4 Market Resources
22 DIGITAL AUDIO ADVERTISING: 22.1 Audience; 22.2 Advertising Spending
23 WEBSITES: 23.1 Overview; 23.2 Professional-Looking Sites; 23.3 Engaging New Visitors; 23.4 Domain Names; 23.5 Landing Page Optimization; 23.6 Product Detail Pages; 23.7 Site Search; 23.8 Confirmation Page
PART IV: ANALYSES
24 ARTIFICIAL INTELLIGENCE IN MARKETING: 24.1 Overview; 24.2 Applications In Marketing; 24.3 Personalization In Email Marketing; 24.4 Chatbots
25 BRANDING: 25.1 Overview; 25.2 Elements Of Branding; 25.3 Brand Reputation; 25.4 Personal Brands
26 BUY AMERICAN INITIATIVES: 26.1 Preference For U.S.-Made Products; 26.2 Buy American Initiatives; 26.3 Maker’s Row; 26.4 Market Resources
27 BUY LOCAL INITIATIVES: 27.1 Buying Local; 27.2 Select Initiatives; 27.3 Impact Of Initiatives; 27.4 Market Resources
28 CAUSE MARKETING: 28.1 Overview; 28.2 Effectiveness; 28.3 Cause Marketing Halo Awards; 28.4 Compassionate Consumerism; 28.5 Market Resources
29 CELEBRITY ENDORSEMENTS: 29.1 Effectiveness of Celebrity Endorsements; 29.2 Influence By Age Demographic; 29.3 Celebrity-Branded Merchandise
30 CONTENT MARKETING: 30.1 Overview; 30.2 Content Spending; 30.3 Content Marketing Trends; 30.4 Blogs; 30.5 Market Resources
31 COUPONS: 31.1 Consumer Use Of Coupons; 31.2 Redemption; 31.3 Influence On Purchases
32 CUSTOMER ANALYTICS: 32.1 Overview; 32.2 Customer Databases; 32.3 Sharing Customer Data; 32.4 Data Brokers; 32.5 Consumer Valuation Scores; 32.6 Product Use Insight; 32.7 Data Integration; 32.8 Regulatory Oversight; 32.9 Key Players
33 CUSTOMER COMMUNICATIONS: 33.1 Preferred Communications By Sector; 33.2 Promotions; 33.3 Customer Service; 33.4 Text Message Communications; 33.5 Social Media Communications
34 CUSTOMER RELATIONSHIP MANAGEMENT: 34.1 Overview; 34.2 Benefits Of CRM; 34.3 CRM Spending; 34.4 CRM Technology Products; 34.5 Market Resources
35 CUSTOMER RETENTION: 35.1 The Importance of Customer Retention; 35.2 Retention Strategies; 35.3 Retention Of Online Customers; 35.4 Benefits Of Customer Retention Programs
36 CUSTOMER SERVICE: 36.1 Overview; 36.2 Perspectives On Customer Service; 36.3 Customer Service Channels; 36.4 Consumer Opinions Of Customer Service; 36.5 Impact By Segment
37 DATA-DRIVEN MARKETING: 37.1 Overview; 37.2 Market Assessment; 37.3 Customer Data Platforms; 37.4 Challenges In Data-Driven Marketing; 37.5 Measuring ROI; 37.6 Attribution; 37.7 Implementation; 37.8 Market Resources
38 DIRECT MARKETING: 38.1 Market Assessment; 38.2 Direct Mail; 38.3 Effectiveness; 38.4 Direct Marketing Agencies; 38.5 Direct Marketing List Providers; 38.6 Market Resources
39 DIRECT SELLING: 39.1 Overview; 39.2 Market Assessment; 39.3 Market Leaders; 39.4 Market Resources
40 ENGAGEMENT: 40.1 Engagement Defined; 40.2 Measuring Engagement; 40.3 Brand Engagement; 40.4 Brand Activation; 40.5 Market Resources
41 EVENT & EXPERIENTIAL MARKETING: 41.1 Overview; 41.2 Market Assessment; 41.3 Event Specialists; 41.4 Effectiveness; 41.5 Music Festivals; 41.6 Market Resources
42 GENERATIONAL MARKETING: 42.1 Overview; 42.2 Marketing To Baby Boomers; 42.3 Marketing To Generation X; 42.4 Marketing To Millennials; 42.5 Marketing To Generation Z
43 GENDER-SPECIFIC MARKETING: 43.1 Purchasing Decision-Making; 43.2 Engaging Moms; 43.3 Blurring Gender Roles; 43.4 Avoiding Gender Stereotypes; 43.5 Gender-Specific Blogs And Websites
44 GREEN MARKETING: 44.1 Impact On Consumer Spending; 44.2 Green Initiatives; 44.3 Credibility Of Green Marketing Claims; 44.4 Green Ad Agencies; 44.5 Market Resources
45 HISPANIC MARKETING: 45.1 Overview; 45.2 Spending; 45.3 Multicultural Agencies; 45.4 Hispanic Media Ad Spending; 45.5 Market Resources
46 IN-STORE TRACKING: 46.1 Overview; 46.2 Beacons; 46.3 Smartphone Tracking; 46.4 Facial Recognition; 46.5 RFID Tracking
47 INCLUSIVE MARKETING: 47.1 Overview; 47.2 Impact Of Inclusive Marketing; 47.3 Diversity In Advertising Campaigns; 47.4 Top Brands In Advertising Diversity
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
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 Overview; 50.2 Use Of Location-Based Apps; 50.3 Market Assessment; 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; 51.5 Top Loyalty Programs
52 NAMING RIGHTS: 52.1 Overview; 52.2 Professional Sports Stadiums And Arenas; 52.3 College Stadiums; 52.4 Performing Arts Centers
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 Tracking Cookies; 54.3 ‘Do Not Track’ Options
55 PACKAGING: 55.1 Overview; 55.2 Smart Packaging; 55.3 Market Resources
56 PERSONALIZATION: 56.1 Personalized Marketing; 56.2 Personalization Tactics; 56.3 Implementation; 56.4 Customer Response To Personalization; 56.6 Top Brands In Personalization
57 POLITICAL ADVERTISING: 57.1 Market Assessment; 57.2 Spending Distribution By Media; 57.2 Presidential Election Spending
58 PRICING: 58.1 Overview; 58.2 Price Sensitivity; 58.3 In-Store Vs. Online Pricing; 58.4 Dynamic Pricing; 58.5 Pricing Market Research; 58.6 Pricing Research Centers
59 PRIVACY REGULATIONS: 59.1 Overview; 59.2 Impact On Consumer Marketing; 59.3 California Consumer Privacy Act; 59.4 General Data Protection Regulation; 59.5 Market Resources
60 PRODUCT PLACEMENT: 60.1 Market Assessment; 60.3 Product Placement Agencies; 60.4 Product Placement In Streaming Shows; 60.5 Market Resources
61 PROGRAMMATIC ADVERTISING: 61.1 Overview; 61.2 Market Assessment; 61.3 Benefits Of Programmatic Advertising; 61.4 Challenges For Advertisers; 61.5 Conversion Rates And Offline Sales; 61.6 Programmatic Ad Pricing
62 PROMOTIONS: 62.1 Market Assessment; 62.2 Types of Promotions; 62.3 Methods of Promotions; 62.4 Rewards-Based Promotions; 62.5 Promotions Agencies; 62.6 Giveaways; 62.7 Market Resources
63 PSYCHOGRAPHIC SEGMENTATION: 63.1 Overview; 63.2 Community-Based Segmentation; 63.3 Customer Personality-Based Segmentation; 63.4 Economic-Based Segmentation; 63.5 Household-Based Segmentation; 63.6 Lifestyle-Based Segmentation; 63.7 Millennial Segmentation; 63.8 Socioeconomic Segmentation
64 SHOPPER [IN-STORE] MARKETING: 64.1 Overview; 64.2 In-Store Decision-Making; 64.3 In-Store Promotions; 64.4 Sampling; 64.5 In-Store TV; 64.6 Market Resources
65 SOCIAL RESPONSIBILITY: 65.1 Overview; 65.2 Survey On Social Responsibility; 65.3 Market Resources
66 SMALL- AND MEDIUM-SIZED BUSINESS ADVERTISING & MARKETING . . 255: 66.1 Overview; 66.2 Market Assessment; 66.3 SMB Marketing Tactics; 66.4 Most Effective SMB Marketing; 66.5 Social Media Marketing
67 SPONSORSHIPS: 67.1 Market Assessment; 67.2 Spending By Sector; 67.3 Top Sponsors; 67.4 Sports Sponsorships; 67.5 Market Resources; APPENDIX A - ACADEMIC CENTERS; APPENDIX B - ANALYSTS; APPENDIX C - ASSOCIATIONS; APPENDIX D - CONTENT MARKETING AGENCIES; APPENDIX E - MARKETING BLOGS; APPENDIX F - MARKETING TECHNOLOGY VENDORS; APPENDIX G - ONLINE RESOURCES; APPENDIX H - PERIODICALS; REFERENCES