DMA Statistical Fact Book 2016

  • ID: 3981739
  • Report
  • Region: Global
  • 326 Pages
  • Data & Marketing Association
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The Definitive Source for Marketing Insight

The best-selling marketing Statistical Fact Book is here – now in its 38th Edition! Be the first to have the latest edition, which offers a concise overview of key data marketing stats and facts from over 60 leading research sources and thought leadership pieces from prominent luminaries.

Whether you are looking for basic benchmark information or hoping to find more detailed data, this report gives you the information you need this year. We have added dozens of new charts and sources on new media to augment the updated information on traditional channels.

The 2016 Statistical Fact Book is the source for benchmarks on how marketers allocate their spending, which new media are becoming mainstream, how customers respond to marketing, what trends are emerging, and much, much more.

With over 300 pages chock-full of data, there’s something insightful for every marketer!

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Chapter 1: Marketing Overview

  • Percentage USing Each Medium In Promotional Campaigns
  • 2015 Direct Response Advertising Salaries
  • Demographics Of Consumers Purchasing By Mail, Phone Or Internet
  • Purchasing Behavior Of Mail, Phone Or Internet Buyers
  • Changes In Channel USage Over The Next 5 Years
  • Marketers’ Top Priorities For 2016
  • Marketing Team Structure
  • Most Common Uses For Real-Time Decisioning
  • Planned Channel Integrations Of Cross-Channel Marketers
  • Which Three Marketing Channels Offer The Greatest Opportunities Over The Next Year?
  • Single Most Important Factor Which Enables Effective Orchestration Of Cross- Channel Marketing Activities
  • 2015 US “Measured Media” Spending: $126.5Bb
  • 2015 US “Direct & Digital” Spending: $153.2Bb
  • Spending On Various Data-Driven Marketing Media Channels
  • Process For Reusing And Repurposing Content
  • Content Creation For Targets/Segments
  • Frequency Of Content Audit
  • Use Of Marketing Automation
  • Most Useful Metrics Used For Measuring Marketing Automation Performance
  • Most Important Goals Of A Marketing Automation Strategy
  • Most Important Objectives Of A Data-Driven Marketing Strategy
  • Availability And Utilization Of Marketing Technology
  • Marketing Vehicle Frequency Pg
  • Frequency Of Communications Preferred From A Distributor
  • Biggest Marketing Challenge
  • Primary Content Management Approach For Reps
  • Marketing Content Effectiveness For Lead Gen
  • Benefits Of Sales Enablement
  • Types Of Innovation In B2B Marketing
  • Where Marketing Innovation Impacts The Enterprise
  • Top Priorities By Company Type
  • 2015 Budget By ROI
  • Top Marketing Challenges Year Over Year
  • The Most Overrated Marketing Topics
  • Do You Have Good Visibility And Accurate Valuations Of Customer Lifetime Value And Retention Rates?
  • Can You Aggregate And Assimilate All Of These Sources Of Insight To Get A 360- Degree View Of Your Customer?
  • What Measure Does Your Organization Most Rely On To Quantify Customer Engagement Success?
  • To What Degree Do Your Analytics Allow You To Adapt To And Predict The Next Best Action For A Customer?
  • Type Of Experience Generated By Encountering These Ads
  • Have You Received Or Encountered Any Of The Following?
  • Organization’s Ability To Address Core Challenges

Chapter 2: Data

  • Data-Driven Marketing Economy (Ddme) Value Added
  • Total Data -Driven Marketing Economy (Ddme) Value-Added Employment
  • Summary Of Ddme Value-Added Revenues By Segment
  • Ddme Employment: Total And Dependence On 3Rd Party Data (Direct And Indirect)
  • Ddme Induced Employment
  • Medium Selection By Campaign Type
  • Worldata List Price Index
  • Data Challenges In 2016
  • Number Of Data Technologies Companies Are Investing In
  • Investment In Data Technology
  • Number Of Data Sources Used In Campaigns
  • Benefit Of USing Data In Making Decisions
  • Status Of Data-Driven Marketing Today And Vision For The Future
  • Department With Primary Responsibility For Marketing Data
  • Top Obstacles To Data-Driven Marketing
  • Collaboration Between It And Marketing When It Comes To Sharing Customer Data
  • Does The Integration Of A Data Management Platform Mean That Display Advertising Is More Or Less Integrated With Other Digital Marketing Activities? 50
  • Proportion Of Company Respondents Saying They’Re Confident In Their Ability To Measure These
  • Spending On Data-Driven Marketing, Compared To Previous Quarter
  • Revenue Derived From Data-Driven Marketing, Compared To Previous Quarters
  • Economic Events Or Actions That Would Most Support Your Organization And Its Ability To Grow Profitability Over The Year Ahead
  • To What Extent Do You Agree That The Practice Of Ddm Is Well Positioned To Grow In The Future?
  • 2015 US Data Spend In Support Of Direct Mail, Display, And Email ($11.6 Bb)
  • Most Effective Sources Used For Improving Data Quality
  • Sources Of Data Used For Marketing Purposes
  • Most Useful Contact Data Field Collected In Online Forms In Addition To Email
  • Biggest Drivers To Turn Data Into Insights
  • Revenue Attribution Methods Used, By Company Size
  • Most Common Channels Used To Collect Customer Data
  • Biggest Drivers For Achieving A Single Customer View
  • Most Common Data Errors Within Businesses
  • Reasons For Maintaining A High-Quality Data Strategy
  • Biggest Internal Challenges To Improving Data Quality
  • Likelihood Of Millennials To Switch Brands That Are Associated With A Good Cause, Given Similar Price & Quality
  • Action Performed By Millennials In The Past 12 Months

Chapter 3: Direct Mail/Catalog

  • Direct Mail & Catalog
  • Direct Mail Response Rates 2003-2014 -
  • Direct Mail USage By Industry Respondents
  • Number Of Mail Order Purchases In The Last Month By Education Of Household Head
  • Mail Received By Households
  • Response Rates To Standard Mail (A) Advertising Solicitations
  • Response Rates To First-Class Advertising Solicitations
  • Treatment Of Standard Mail (A) Piece By Shape
  • Usefulness Of Standard Mail (A) Piece By Shape
  • Standard Mail (A) Reaction By Industry
  • Response Tostandard Mail (A) Pieces By Income
  • Response To Standard Mail (A) Piece - - By Age Of Head Of Household
  • Standard Mail (A) Response To Advertising By Shape
  • Intended Response Rates For Major Industries By Enclosure Of Reply Envelopes/Cards
  • Standard Mail Industry USage Of Reply Mail
  • Standard Mail (A) Response To Advertising By Familiarity With Organization
  • Mail Order Purchases Made In The Past Year
  • Advertising Generating Response By Mail Class
  • Response To Standard Mail (A) Piece By Age Of Head Of Household
  • Standard Mail (A) Addressee By Industry
  • Treatment Of Advertising Mail
  • Standard Mail (A) Content Of Mail Piece
  • Standard Mail (A) By Shape
  • Average Number Of Mail Pieces Received Per Week
  • Response To First-Class Advertisingfrom Financial Services Subsegments
  • Response To Standard Mail (A) Envelopes And Cards From Financial Services Subsegments
  • Standard Mail (A) Receipt By Number Of Credit Cards
  • Standard Mail (A) Receipt By Number Of Financial Accounts And Insurance Policies
  • Standard Mail (A) Pieces From Insurance Companies
  • Standard Mail (A) Pieces From Insurance Companies
  • Standard Mail (A) Pieces From Credit Card Industry
  • Lettershop Operations
  • Brochures
  • Self-Mailing Formats
  • Reply Cards/Order Forms
  • Outer Or Carrier Envelopes
  • Bind-In Order Form Envelopes
  • Litho Letters (Not Personalized)
  • Laser Letters (Personalized)
  • Business Reply Envelopes (Bre)
  • Direct Mail — Sample Working Budget
  • Total Number Of Mail Pieces (All Classes) Attributed To Direct Mail: 1990 - 2015
  • Coupons Distributed, Food Vs. Non-Food
  • Coupons Redeemed, Food Vs. Non-Food
  • Coupons Redemption
  • Redemption Rates By Method
  • US Direct Mail Marketing Spend
  • Total Data Spend For Direct Mail
  • Catalogs Mailed Per Year (2001-2015)
  • 2015 Direct Response Catalog Advertising Salaries
  • Catalog Effectiveness
  • Belief About Print As A Marketing Vehicle
  • Methods Used To Find And Select Products From A Distributor
  • Do You Have A Formal Program To Track Your Catalog’s Effectiveness?
  • Types Of Catalogs Produced
  • Methods Of Prospecting To Be Used In The Next 12 Months
  • Puprose Of Print Catalog In Addition To Selling Products
  • 2016 Change In Circulation
  • 2016 Change In Page Counts

Chapter 4: Retail

  • Estimated Quarterly US Retail Sales: Total And E-Commerce -
  • Attitudes And Behaviors Toward Technology
  • Appeals Of Location Based Services Features
  • Feeling Towards Being A Member Of Favorite Loyalty Program
  • Consumer Shopping Attitudes
  • Benefits That Motivated Consumers To Join Loyalty Programs
  • Why Members Continue To Participate In Loyalty Programs
  • What Factors Influence Purchase Decisions
  • Do You Seek Out Any Of The Following Prior To Shopping At A Store?
  • When Do You Look For Coupons?
  • Where Do You Typically Look For Coupons?
  • How Do You Redeem Your Coupons?
  • What Strategies Are You Currently Leveraging To Create A More Seamless Shopping Experience Across Channels?
  • What Are The Major Obstacles Preventing You From Delivering More Personalized Messages?
  • Retailers Sending Product Page Reminders
  • Subject Line Tone
  • Product-Related Features In The Shopping Cart
  • Retailers Sending Cart Reminder Emails
  • Websites Used To Search For Coupons
  • Used The Same Or More Coupons Vs. Last Year
  • How Coupons Influence Shoppers
  • How Affluent Consumers Use Coupons
  • Print Coupon USage
  • Top 5 E-Commerce Marketplaces And Cses Used - B2C
  • Top 5 E-Commerce Marketplaces And Cses Used - B2B
  • Aside From Shopping Cart Recovery Emails, How Are You Marketing To Shopping-Cart Abandoners?
  • Other Than Credit Cards, What Type Of Payment Options Does Your Website Provide?
  • Categories Searched Online For Coupons
  • Ways Retailers Can Improve Your Shopping Experience
  • Tactics Marketers Use To Improve Customer’s Shopping Experiences
  • Tactics Marketers Use To Help New Customers Learn About Products Or Existing Customers Learn About New Products
  • USing Mobile Device In-Store
  • Millennials Online Shopping Frequency
  • Which Of The Following Have You Done USing Your Mobile/Smartphone While In-Store?
  • What Would Make Your In-Store Shopping Experience Better?
  • Reasons For Shopping At Favorite Retailer
  • Appeal Of In-Store Mobile Services
  • Reasons To Decide To Pay For Shipping
  • Importance Of Factors When Checking Out
  • Importance Of Retail App Features
  • Actions Taken To Qualify For Free Shipping
  • Likelihood That These Promotional Vehicles Will Prompt Shopping
  • How Often Do You Buy Products USing The Following Shopping Channels?

Chapter 5: Digital

  • Desired Outcome Of Display Ad Campaign
  • Internet Display USage By Industry
  • Hours Spent Online Per Week
  • Internet Purchasers Who Browse In Retail And Buy Online
  • Views About Buying Online
  • Does Buying Online Affect Purchasing In Traditional Retail Stores?
  • Average Monthly Purchasing
  • US Adult Digital Coupon Users, 2014 - 2018
  • Digital Marketing Costimator Budget Sheet
  • 2015 Digital Marketing Salaries
  • Demographics Of Consumers Purchasing Online
  • Purchasing Behavior Of Online Buyers
  • Digital Ad Spending Worldwide, 2013 - 2018
  • US Digital Ad Spending, 2013 - 2018
  • To What Extent Does Digital Permeate Your Own Organization’s Marketing Activities?
  • 2015 US Digital Advertising Spending ($59.5Bb)
  • Enterprise B2B Digital Marketing Goals
  • Use Of Digital Marketing Solutions & Tools
  • B2B Enterprise Digital Marketing Success Metrics
  • Where Video Content Is Used
  • Conversion Performance Of Video Compared To Other Content Types
  • How Is The ROI Of Video Changing?
  • Video Content Budget
  • Sales Use Of Viewing Data To Influence Deals
  • Which Three Digital-Related Areas Are The Top Priorities For Your Organization In 2016?
  • Single Most Exciting Opportunity - 2016 Vs. ‘Five Years’ Time’
  • What Best Describes Your Approach To In-Store Geo-Targeting Technology, Used For Delivering Location-Based Notifications?
  • Monthly Online Radio Listening
  • Monthly Online Radio Listening By Age
  • Monthly Podcast Listening
  • Internet-Connected Tv Ownership
  • Most Effective Types Of Video Content Used
  • Most Difficult Types Of Video Content
  • Most Important Uses Of Technology In Video Marketing
  • Most Important Goals Of A Digital Marketing Strategy
  • Most Effective Digital Marketing Tactics Compare D To Most Difficult
  • Digital Marketing Spend
  • Digital Marketing Positions Being Hired In The Next Year
  • Internet Of Things Device Ownership
  • Digital Marketing Budgeting Shifts

Chapter 6: Search

  • Desired Outcome Of Paid Search
  • Paid Search USage By Industry
  • 2015 Search Engine Marketing Salaries
  • Most Effective Seo Tactics Versus Most Difficult To Execute
  • Most Important Objectives For Your Seo Strategy
  • Most Useful Metrics For Measuring Seo Performance
  • Google Share Of US Paid Search
  • Year-Over-Year Growth By Device Class
  • Overall US Paid Search Growth By Format
  • Mobile Click Share By Search Ad Platform
  • Share Of US Paid Search Clicks By Device
  • Search Spend Growth Yoy By Quarter 2014 - 2015
  • Q4 2015 Yoy US Paid Search Metrics By Device
  • Q4 2015 US Mobile Search Spend Share By Device
  • Yoy Search Metrics By Quarter
  • Q4 2015 Yoy Change In Programmatic Display Metrics
  • US Programmatic Display Tactic Breakdown - Q4 2015
  • Investing In Search Engines Compared To A Year Ago
  • Challenges In Managing Search Engine Optimization Efforts
  • Challenges In Managing Paid Search Marketing Efforts
  • Do You Use Technology With “Bid Management” For Digital Campaigns?
  • Do You Use Technology With “Link Analysis” For Search Engine Optimization?
  • Typical Fee Structure Used To Pay Digital Service Providers - Marketers
  • Typical Fee Structure Used To Pay Digital Service Providers - Agencies

Chapter 7: Email

  • Desired Outcome Of Email Campaign
  • Commercial Email USage By Industry
  • Household Email Capability By Income
  • Household Email Capability By Age Of Household
  • Click Rates By Industry
  • Click Rates By Personalization
  • Click Rates By Subject Line Length
  • Open Rates By Personalization
  • Non-Bounce, Open And Click Rates
  • Activity Rates For Triggered Messages
  • Type Of Delivered Email In Q4 2015
  • Most Effective Tactic For Email List Strategy Purposes Versus Most Difficult To Execute
  • What Are The Most Significant Barriers To The Success Of An Email List Strategy?
  • Which Best Described The Resources Used To Execute Email List Tactics
  • Increase In Performance For E-Statements As Compared To Standard Promotional Mailings
  • Lift In Performance Metrics When Animation Was Included In Emails 204
  • Most Common Signs Of Deliverability Issues
  • Retailers Sending At Least One Shopping Cart Remarketing Message
  • Number Of Shopping Cart Abandonment Emails Sent By Top 1000 Retailers In 2015
  • Incentives In Second Shopping Cart Abandonment Email
  • Shopping Cart Abandonment (Sca) Email Cadence
  • Average Opens And Click-Through Rates By Industry
  • Average Opens And Click-Through Rates By Country
  • How Often Do You Prefer To Hear From Companies That Send You Marketing/Advertising Emails?
  • When Unsubscribing From A Company’s Marketing/Advertising Emails, What
  • Can That Company Do To Keep You On The List?
  • Do Marketing/Advertising Emails Influence Your Purchase Decisions?
  • What Type Of Offer Do You Prefer In Marketing/Advertising Emails?
  • Read Rates For Subject Line Keywords - Benefit
  • Read Rates For Subject Line Keywords - Clickbait
  • Read Rates For Subject Line Keywords - Command
  • Read Rates For Subject Line Keywords - Discount
  • Read Rates For Subject Line Keywords - Price
  • Read Rates For Subject Line Keywords - Urgency
  • Email Deliverability By Country
  • Email Deliverability By Industry
  • Email Metrics By Industry
  • Total Data Spend For Email
  • Where Do You Check Your Emails The Most?
  • Which Device Do You Use The Most To Check Emails? 221
  • Marketing Email?
  • How Well Is Current Email Technology Performing?
  • Top Email Performance Challenges
  • Top Elements Of Email Marketing Success
  • Campaign Timing Benchmarks

Chapter 8: Mobile

  • US Adult Mobile Coupon Users, 2013-2018
  • Desired Outcome Of Mobile Campaign
  • Mobile Advertising USage By Industry
  • Use Of Mobile Phone Functions
  • Types Of Video Content Watched On Smartphone
  • What Types Of Mobile Advertising Is Your Company Engaged In?
  • How Important Will The Following Be For Your Digital Marketing Over The Next Few Years?
  • Ranking Mobile As A Top-Three Area Of Priority For Their Organization/Clients In 2016
  • US Mcommerce Sales, By Device, 2014-2018
  • Mobile Engagement Frequency
  • Support Mobile Engagement Channels
  • Mobile Support Resolution, For Mobile Via Mobile
  • Made Purchases On Smartphone In 2015
  • What Would Make You More Likely To Shop On Your Mobile Device?
  • Activities Most Performed On A Smartphone
  • How Likely Are You To Complete A Purchase On Your Mobile Phone Or Tablet? 243
  • If You Receive An Email On Your Mobile Phone Or Tablet That Does Not Display Correctly, What Do You Do?

Chapter 9: Social

  • Desired Outcome Of Social Media
  • Social Media Advertising USage By Industry
  • Benefits Of Social Media Marketing
  • Commonly Used Social Media Platforms
  • Weekly Time Commitment For Social Media Marketing
  • USage Of Paid Social Media
  • 2015 Social Media Salaries
  • What Are The Greatest Challenges In Managing Social Media Marketing Efforts?
  • Effective Ratings For B2B Tactics
  • Effective Ratings For B2C Tactics
  • Percentage Of B2B Marketers Who Use Various Social Media Sites To Distribute Content
  • Percentage Of B2C Marketers Who Use Various Social Media Sites To Distribute Content
  • The Most Important Metric B2C Content Marketers Use
  • B2B Content Marketing Spending (Over Next 12 Months)
  • B2C Content Marketing Spending (Over Next 12 Months)
  • Fortune 500 Corporations With Public Facing Corporate Blogs
  • Fortune 500 Corporate Social Media USage
  • Twitter
  • Pinterest
  • Instagram
  • Linkedin
  • Facebook
  • Social Media Spending As A Percentage Of Marketing Budgets
  • How Well Social Media Is Integrated With Strategy Over Time
  • Changes In Social Media Spending Across Sectors
  • Social Network Ad Spending, 2014-2017
  • How Is Social Media Marketing Effectiveness Changing?
  • What Are The Most Effective Types Of Content Used For Social Media Marketing Purposes?
  • How Well Marketing Content Meets Sales’ Needs
  • Sales/Marketing Alignment
  • Marketing’s USage Of Sales Feedback On Content
  • Length To Create, Approve And Publish A Piece Of Content
  • Metrics Used To Measure Success Of Content
  • Social Media Brand USage
  • Use Social Media Brand ‘Several Times Per Day’
  • Social Media Brand USage
  • Data Sources Used When Building An Audience For Paid Facebook Advertising
  • Average Search Engine Traffic Lift From Facebook Paid Media Exposure On Any Device
  • Overall Average Neurometric Primed Tv Performance

Chapter 10: Nonprofit

  • Nonprofit Standard Mail (A) Treatment Of Mail Piece By Shape
  • Nonprofit Standard Mail (A) Usefulness Of Mail Piece By Shape
  • Nonprofit Standard Mail (A) Industry By Shape
  • Nonprofit Standard Mail Reaction By Industry
  • Nonprofit Standard Mail (A) By Content By Industry
  • Nonprofit Standard Mail (A) Response To Advertising By Shape
  • Percent Of Nonprofit Standard Mail (A) Containing A Request For Donations By Age Of Head Of Household
  • Median Average Gift By Vertical And Donation Type
  • Median Conversion Rates For Donation Emails And Year-Over-Year Percent Change
  • Email Messages Sent And Year-Over-Year Percent Change
  • 2015 Overall Giving Distribution By Month By Sector
  • 2015 Online Giving Via Mobile Device Distribution By Month
  • Effectiveness Ratings For Nonprofit Social Media Platforms
  • Top Challenges For Nonprofit Content Marketers
  • Nonprofit Content Marketing USage
  • US Charitable Giving By Year
  • 12-Month Giving Trend
  • Sector Forecast 2016
  • Expected Facebook Ads Spend In 2016
  • How Often Nonprofits Expect To Direct Mail Appeals In 2016
  • How Often Nonprofits Expect To Email Appeals In 2016
  • How Often Nonprofits Expect To Send E-Newsletters In 2016

Chapter 11: Postal Rates

  • Postal Rate Changes: Standard Mail (A)
  • Appendix
  • Total Population By Sex And Race: 2010
  • Median Income By Race: 2009
  • Average Annual Expenditures By Age: 2009
  • Personal Income Per Capita By Large Metropolitan Area: 2007-2009
  • Personal Income Per Capita By State: 2000 Vs.2010
  • Source Index
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