Consumer Marketing & Advertising 2026

Publisher Richard K. Miller & Associates

Published Jul 01, 2025

SKU # RKM20165016

Description

Consumer Marketing & Advertising 2026 assesses leading approaches for marketing to consumers – from media advertising to social media marketing, from direct mail to email, from customer service to experiential marketing. Consumer marketing tactics are categorized into 60 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. Topics include AI in marketing, branding, content marketing, coupons, customer retention, customer service, data-driven marketing, direct marketing, experiential marketing, in-store tracking, inclusive marketing, influencers, local marketing, loyalty programs, online tracking, personalization, pricing, privacy issues, programmatic advertising, shopper [in-store] marketing, and sponsorships.

Over 800 embedded website links will direct you to raw data, additional market research, and other resources.

PART I: OVERVIEW
1 MARKET ASSESSMENT: 1.1 Overview; 1.2 Marketing, Advertising & Data; 1.3 Media Advertising Spending; 1.4 Market Resources
2 MARKETING STRATEGIES: 2.1 Overview; 2.2 Priorities; 2.3 Most Effective Channels
3 MARKET RESEARCH: 3.1 Competitor Intelligence; 3.2 Consumer Surveys; 3.3 Customer Satisfaction Surveys; 3.4 Focus Groups; 3.5 Geodemographic Segmentation; 3.6 Market Research Companies; 3.7 Market Research Reports; 3.8 Media Consumption Research; 3.9 Mystery Shopping; 3.10 Neuroscience Research; 3.11 Online Activities; 3.12 Public Opinion Polls; 3.13 Retail Foot Traffic; 3.14 Retail Sales Reporting; 3.15 Market Resources
4 B2C MARKETING BENCHMARKS: 4.1 Overview; 4.2 B2C CMO Survey; 4.3 Market Resources
PART II: AGENCIES
5 ADVERTISING AGENCIES: 5.1 Largest Agencies; 5.2 Creativity Awards; 5.3 Small Agency Awards; 5.4 Market Resources
6 MARKETING AGENCIES: 6.1 Top 200 Marketing Agencies; 6.2 Market Resources
PART III: ADVERTISING
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 Market Resources
9 OUT-OF-HOME ADVERTISING: 9.1 Market Assessment; 9.2 OAA Formats; 9.3 Market Leaders; 9.4 Ad Spending By Sector; 9.5 Top Product Categories; 9.6 Top Advertisers; 9.7 High Mileage Drivers; 9.8 Market Resources
10 RADIO ADVERTISING: 10.1 Audience; 10.2 Market Assessment; 10.3 Ad Spending by Sector; 10.4 Top Advertisers; 10.5 Digital Radio Advertising; 10.6 Market Resources
11 TELEVISION & CONNECTED-TV ADVERTISING: 11.1 Audience; 11.2 Market Assessment; 11.3 Upfront; 11.4 Ad Spending By Sector; 11.5 Top Advertisers; 11.6 Market Resources
12 TOP ADVERTISERS: 12.1 Overview; 12.2 Top Advertisers
PART IV: 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 ENGAGEMENT MARKETING: 14.1 Market Assessment; 14.2 Text Message Marketing; 14.3 Marketer Use Of Email; 14.4 Email Analytics; 14.5 Strategies, Tactics, And Trends; 14.6 Marketing Services
15 MOBILE GAME ADVERTISING: 15.1 Overview; 15.2 Market Assessment; 15.3 Mobile Game Ad Networks
16 MOBILE MARKETING: 16.1 Market Penetration; 16.2 Market Assessment; 16.3 Mobile Formats; 16.4 Mobile Marketing Agencies; 16.5 Mobile Marketing Tactics; 16.6 Mobile Banner Ads; 16.7 QR Codes; 16.8 Mobile Shopping Apps; 16.9 Market Resources
17 PODCAST ADVERTISING: 17.1 Podcast Listeners; 17.2 Market Assessment; 17.3 Market Leaders; 17.4 Top Advertisers; 17.5 Market Trends; 17.6 Market Resources
18 SEARCH: 18.1 Organic Vs. Paid Search; 18.2 Market Assessment; 18.3 Market Leaders; 18.4 Search Agencies; 18.5 Top Advertisers; 18.6 Market Trends; 18.7 Market Resources
19 SOCIAL MEDIA MARKETING: 19.1 Use Of Social Networking Sites; 19.2 Social Media Ad Spending; 19.3 Social Media Marketing Tactics; 19.4 Challenges In Social Media Marketing
20 DIGITAL VIDEO ADVERTISING: 20.1 Market Assessment; 20.2 Social Video Ads; 20.3 Native Video Ads; 20.4 In-App Video Ads; 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 RETAIL MEDIA NETWORKS: 22.1 Overview; 22.2 Market Assessment; 22.3 Market Leaders; 22.4 Characteristics Of Retail Media Networks
23 TRAVEL MEDIA NETWORKS: 23.1 Overview; 23.2 Market Assessment; 23.3 TMN Launches
24 WEBSITES: 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; 24.9 Market Resources
PART V: ANALYSES
25 ARTIFICIAL INTELLIGENCE IN MARKETING: 25.1 Current Applications In Marketing; 25.2 Use Of AI Tools In Marketing; 25.3 Leveraging AI In Marketing; 25.4 Anticipated Future Applications
26 AFFILIATE MARKETING: 26.1 Market Assessment; 26.2 Advantages Of Affiliate Marketing; 26.3 Implementation; 26.4 Marketing Tools; 26.5 Market Resources
27 BRANDING: 27.1 Overview; 27.2 Most Valuable Brands; 27.3 Brand Names; 27.4 Logo; 27.5 Brand Purpose; 27.6 Brand Reputation; 27.7 Cult Brands; 27.8 Market Resources
28 BUY AMERICAN INITIATIVES: 28.1 Preference For U.S.-Made Products; 28.2 Buy American Initiatives; 28.3 Maker’s Row; 28.4 Market Resources
29 BUY LOCAL INITIATIVES: 29.1 Buying Local; 29.2 Select Initiatives; 29.3 Impact Of Initiatives; 29.4 Market Resources
30 CAUSE MARKETING: 30.1 Overview; 30.2 Effectiveness; 30.3 Cause Marketing Halo Awards; 30.4 Compassionate Consumerism; 30.5 Market Resources
31 CELEBRITY ENDORSEMENTS: 31.1 Effectiveness of Celebrity Endorsements; 31.2 Influence By Age Demographic; 31.3 Best Celebrity Brand Partnership Ads; 31.4 Highest-Paid Celebrity Endorsement Deals; 31.5 Celebrity-Branded Merchandise
32 CONTENT MARKETING: 32.1 Overview; 32.2 Content Spending; 32.3 Content Marketing Trends; 32.4 Blogs; 32.5 Market Resources
33 COUPONS: 33.1 Use Of Coupons; 33.2 Redemption
34 CUSTOMER ANALYTICS: 34.1 Overview; 34.2 Customer Databases; 34.3 Sharing Customer Data; 34.4 Data Brokers; 34.5 Consumer Valuation Scores; 34.6 Product Use Insight; 34.7 Data Integration; 34.8 Regulatory Oversight; 34.9 Key Players
35 CUSTOMER COMMUNICATIONS: 35.1 Preferred Communications By Sector; 35.2 Promotions; 35.3 Customer Service; 35.4 Text Message Communications; 35.5 Social Media Communications
36 CUSTOMER RELATIONSHIP MANAGEMENT: 36.1 Overview; 36.2 Benefits Of CRM; 36.3 The State Of CRM; 36.4 CRM Technology Products; 36.5 Market Resources
37 CUSTOMER RETENTION: 37.1 The Importance of Customer Retention; 37.2 Retention Strategies; 37.3 Retention Of Online Customers; 37.4 Benefits Of Customer Retention Programs
38 CUSTOMER SERVICE: 38.1 Overview; 38.2 State Of Customer Service; 38.3 Perspectives On Customer Service; 38.4 Customer Service Channels; 38.5 Impact By Segment
39 DATA-DRIVEN MARKETING: 39.1 Overview; 39.2 Market Assessment; 39.3 Customer Data Platforms; 39.4 Metrics For Data Driven Marketing; 39.5 Measuring ROI; 39.6 Challenges In Data-Driven Marketing; 39.7 Market Resources
40 DIRECT MARKETING: 40.1 Market Assessment; 40.2 Direct Mail; 40.3 Effectiveness; 40.4 Direct Marketing Agencies; 40.5 Direct Marketing List Providers; 40.6 Market Resources
41 DIRECT SELLING: 41.1 Overview; 41.2 Market Assessment; 41.3 Market Leaders; 41.4 Market Resources
42 EVENT & EXPERIENTIAL MARKETING: 42.1 Overview; 42.2 Market Assessment; 42.3 Event Specialists; 42.4 Effectiveness; 42.5 Music Festivals; 42.6 Market Resources
43 GREEN MARKETING: 43.1 Impact On Consumer Spending; 43.2 Green Initiatives; 43.3 Credibility Of Green Marketing Claims; 43.4 Green Ad Agencies; 43.5 Market Resources
44 HISPANIC MARKETING: 44.1 Overview; 44.2 Spending; 44.3 Multicultural Agencies; 44.4 Hispanic Media Ad Spending; 44.5 Market Resources
45 INCLUSIVE MARKETING: 45.1 Overview; 45.2 Impact Of Inclusive Marketing; 45.3 Diversity In Advertising Campaigns; 45.4 Market Resources
46 INFLUENCER/CREATOR MARKETING: 46.1 Overview; 46.2 Market Assessment; 46.3 Implementation; 46.4 Response To Influencer-Sponsored Posts; 46.5 Market Resources
47 IN-STORE EXPERIENCE: 47.1 Overview; 47.2 Customer-Facing Technologies; 47.3 Enhancing The Shopping Experience With Mobile; 47.4 Impulse Purchases; 47.5 Clienteling; 47.6 Immersive Experiences
48 IN-STORE MARKETING: 48.1 Overview; 48.2 Market Assessment; 48.3 In-Store Promotions; 48.4 Sampling; 48.5 In-Store TV; 48.6 Market Resources
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 Market Assessment; 50.3 Use Of Location-Based Apps; 50.4 Beacons; 50.5 Smartphone Tracking; 50.6 Location Data Brokers; 50.7 Barriers To Implementation
51 LOYALTY PROGRAMS: 51.1 Participation; 51.2 Member Demographics; 51.3 Customer Incentives; 51.4 Member Satisfaction; 51.4 Best Loyalty Programs
52 MARKETING TECHNOLOGY: 52.1 Overview; 52.2 Market Assessment; 52.3 Goals For Implementing MarTech
53 NAMING RIGHTS: 53.1 Overview; 53.2 Professional Sports Stadiums And Arenas; 53.3 College Stadiums; 53.4 Performing Arts Centers
54 NATIVE ADVERTISING: 54.1 Overview; 54.2 Market Assessment; 54.3 Online Media Branded Content; 54.4 Print Media; 54.5 Television
55 ONLINE TRACKING: 55.1 Behavioral Targeting; 55.2 Tracking Cookies; 55.3 Cookie Alternatives; 55.4 First Party Data; 55.5 ‘Do Not Track’ Options
56 PACKAGING: 56.1 Overview; 56.2 Smart Packaging; 56.3 Market Resources
57 PERSONALIZATION: 57.1 Personalized Marketing; 57.2 Personalization Tactics; 57.3 Implementation; 57.4 Customer Response To Personalization; 57.5 Hyper-Personalization
58 POLITICAL ADVERTISING: 58.1 Market Assessment; 58.2 Presidential Campaign; 58.3 Spending Distribution By Media; 58.4 Top Spending States
59 PRICING: 59.1 Overview; 59.2 In-Store Vs. Online Pricing; 59.3 Dynamic Pricing; 59.4 Pricing Market Research; 59.5 Pricing Research Centers; 59.6 Market Resources
60 PRIVACY REGULATIONS: 60.1 Overview; 60.2 Privacy Concerns; 60.3 Impact On Consumer Marketing; 60.4 California Consumer Privacy Act; 60.5 General Data Protection Regulation; 60.6 Market Resources
61 PRODUCT PLACEMENT: 61.1 Market Assessment; 61.2 Product Placement Agencies; 61.3 Product Placement In Streaming Shows; 61.4 Market Resources
62 PROGRAMMATIC ADVERTISING: 62.1 Overview; 62.2 Market Assessment; 62.3 Benefits Of Programmatic Advertising; 62.4 Challenges For Advertisers; 62.5 Conversion Rates And Offline Sales; 62.6 Programmatic Ad Pricing
63 PROMOTIONS: 63.1 Market Assessment; 63.2 Types of Promotions; 63.3 Methods of Promotions; 63.4 Rewards-Based Promotions; 63.5 Giveaways; 63.6 Market Leaders; 63.7 Market Resources
64 SHOPPABLE CONTENT: 64.1 Overview; 64.2 Market Assessment; 64.3 Advantages Of Shoppable Content
65 SOCIAL RESPONSIBILITY: 65.1 Overview; 65.2 Survey On Social Responsibility; 65.3 Prioritizing Brand Values; 65.4 Market Resources
66 SMALL- AND MEDIUM-SIZED BUSINESS ADVERTISING & MARKETING. . 248: 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 Top Sponsors; 67.3 Sports Sponsorships; 67.4 Market Resources
68 TRADE SHOW MARKETING: 68.1 Overview; 68.2 Largest Trade Shows; 68.3 Largest Convention Centers; 68.4 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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