Consumer Marketing & Advertising 2025
Consumer Marketing & Advertising 2025 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 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. Over 1,200 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 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 Online Activities
- 2.12 Public Opinion Polls
- 2.13 Retail Foot Traffic
- 2.14 Retail Sales Reporting
- 2.15 Market Resources
- 3 B2C MARKETING BENCHMARKS
- 3.1 Overview
- 3.2 B2C CMO Survey
- 3.3 Market 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 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 Online Activities
- 2.12 Public Opinion Polls
- 2.13 Retail Foot Traffic
- 2.14 Retail Sales Reporting
- 2.15 Market Resources
- 3 B2C MARKETING BENCHMARKS
- 3.1 Overview
- 3.2 B2C CMO Survey
- 3.3 Market Resources
- 9.3 Ad Spending by Sector
- 9.4 Top Radio Advertisers
- 9.5 Digital Radio Advertising
- 9.6 Market Resources
- 10 TELEVISION & CONNECTED-TV ADVERTISING
- 10.1 Audience
- 10.2 Market Assessment
- 10.3 Upfront
- 10.4 Ad Spending By Sector
- 10.5 Top Advertisers
- 10.6 Market Resources
- 11 TOP ADVERTISERS
- 11.1 Overview
- 11.2 Top Spending Advertisers
- PART IV: DIGITAL MARKETING
- 12 DIGITAL ADVERTISING
- 12.1 Internet Advertising Revenue
- 12.2 Market Leaders
- 12.3 Digital Agencies
- 12.4 Top Advertisers
- 12.5 Real-Time Bidding On Ad Exchanges
- 12.6 Market Resources
- 13 ENGAGEMENT MARKETING
- 13.1 Market Assessment
- 13.2 Text Message Marketing
- 13.3 Marketer Use Of Email
- 13.4 Email Analytics
- 13.5 Strategies, Tactics, And Trends
- 13.6 Marketing Services
- 14 MOBILE GAME ADVERTISING
- 14.1 Overview
- 14.2 Market Assessment
- 14.3 Mobile Game Networks
- 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 QR Codes
- 15.8 Mobile Shopping Apps
- 15.9 Market Resources
- 16 PODCAST ADVERTISING
- 16.1 Podcast Listeners
- 16.2 Market Assessment
- 16.3 Market Leaders
- 16.4 Top Advertisers
- 16.5 Market Resources
- 17 SEARCH
- 17.1 Organic Vs. Paid Search
- 17.2 Market Assessment
- 17.3 Market Leaders
- 17.4 Search Agencies
- 17.5 Top Advertisers
- 17.6 Market Resources
- 18 SOCIAL MEDIA MARKETING
- 18.1 Use Of Social Networking Sites
- 18.2 Social Media Ad Spending
- 18.3 Social Media Marketing Tactics
- 18.4 Challenges In Social Media Marketing
- 19 DIGITAL VIDEO ADVERTISING
- 19.1 Market Assessment
- 19.2 Social Video Ads
- 19.3 Native Video Ads
- 19.4 In-App And Social Media Video Ads
- 19.5 Video Ad Engagement
- 19.6 Video Ad Completion Rates
- 19.7 Assessing Effectiveness
- 19.8 Market Resources
- 20 DIGITAL PLACE-BASED VIDEO ADVERTISING
- 20.1 Market Assessment
- 20.2 Video Ads In Public Venues
- 20.3 DPB Video Ad Networks
- 20.4 Market Resources
- 21 RETAIL MEDIA NETWORKS
- 21.1 Overview
- 21.2 Market Assessment
- 21.3 Market Leaders
- 21.4 Characteristics Of Retail Media Networks
- 22 WEBSITES
- 22.1 Overview
- 22.2 Professional-Looking Sites
- 22.3 Engaging New Visitors
- 22.4 Domain Names
- 22.5 Landing Page Optimization
- 22.6 Product Detail Pages
- 22.7 Site Search
- 22.8 Confirmation Page
- 22.9 Market Resources
- PART V: ANALYSES
- 23 ARTIFICIAL INTELLIGENCE IN MARKETING
- 23.1 Current Applications In Marketing
- 23.4 Use Of AI Tools In Marketing
- 23.3 AI-Powered Chatbots
- 23.4 Anticipated Future Applications
- 24 AFFILIATE MARKETING
- 24.1 Market Assessment
- 24.2 Advantages Of Affiliate Marketing
- 24.3 Implementation
- 24.4 Marketing Tools
- 24.5 Market Resources
- 25 BRANDING
- 25.1 Overview
- 25.2 Brand Names
- 25.3 Logo
- 25.4 Brand Purpose
- 25.5 Brand Reputation
- 25.6 Market Resources
- 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 Best Celebrity Brand Partnership Ads
- 29.4 Highest-Paid Celebrity Endorsement Deals
- 29.5 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 Use Of Coupons
- 31.2 Redemption
- 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 The State Of CRM
- 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 State Of Customer Service
- 36.3 Perspectives On Customer Service
- 36.4 Customer Service Channels
- 36.5 Impact By Segment
- 37 DATA-DRIVEN MARKETING
- 37.1 Overview
- 37.2 Market Assessment
- 37.3 Customer Data Platforms
- 37.4 Metrics For Data Driven Marketing
- 37.5 Measuring ROI
- 37.6 Challenges In Data-Driven Marketing
- 37.7 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 EVENT & EXPERIENTIAL MARKETING
- 40.1 Overview
- 40.2 Market Assessment
- 40.3 Event Specialists
- 40.4 Effectiveness
- 40.5 Music Festivals
- 40.6 Market Resources
- 41 GREEN MARKETING
- 41.1 Impact On Consumer Spending
- 41.2 Green Initiatives
- 41.3 Credibility Of Green Marketing Claims
- 41.4 Green Ad Agencies
- 41.5 Market Resources
- 42 HISPANIC MARKETING
- 42.1 Overview
- 42.2 Spending
- 42.3 Multicultural Agencies
- 42.4 Hispanic Media Ad Spending
- 42.5 Market Resources
- 43 INCLUSIVE MARKETING
- 43.1 Overview
- 43.2 Impact Of Inclusive Marketing
- 43.3 Diversity In Advertising Campaigns
- 43.4 Market Resources
- 44 INFLUENCER/CREATOR MARKETING
- 44.1 Overview
- 44.2 Market Assessment
- 44.3 Implementation
- 44.4 Response To Influencer-Sponsored Posts
- 44.5 Market Resources
- 45 IN-STORE EXPERIENCE
- 45.1 Overview
- 45.2 Customer-Facing Technologies
- 45.3 Enhancing The Shopping Experience With Mobile
- 45.4 Impulse Purchases
- 45.5 Immersive Experiences
- 45.6 Market Resources
- 46 IN-STORE MARKETING
- 46.1 Overview
- 46.2 Market Assessment
- 46.3 In-Store Promotions
- 46.3 Sampling
- 46.4 In-Store TV
- 46.5 Market Resources
- 47 LOCAL MARKETING
- 47.1 Market Assessment
- 47.2 Sources Of Local Search Information
- 47.3 Top Local Search Categories
- 47.4 Local Marketing By National Brands
- 47.5 Market Resources
- 48 LOCATION-BASED MARKETING
- 48.1 Overview
- 48.2 Market Assessment
- 48.3 Use Of Location-Based Apps
- 48.4 Beacons
- 48.5 Smartphone Tracking
- 48.6 Location Data Brokers
- 48.7 Barriers To Implementation
- 49 LOYALTY PROGRAMS
- 49.1 Participation
- 49.2 Member Demographics
- 49.3 Customer Incentives
- 49.4 Member Satisfaction
- 50 MARKETING TECHNOLOGY
- 50.1 Overview
- 50.2 Market Assessment
- 50.3 Goals For Implementing MarTech
- 51 NAMING RIGHTS
- 51.1 Overview
- 51.2 Professional Sports Stadiums And Arenas
- 51.3 College Stadiums
- 51.4 Performing Arts Centers
- 52 NATIVE ADVERTISING
- 52.1 Overview
- 52.2 Market Assessment
- 52.3 Online Media Branded Content
- 52.4 Print Media
- 52.5 Television
- 53 ONLINE TRACKING
- 53.1 Behavioral Targeting
- 53.2 Tracking Cookies
- 53.3 Cookie Alternatives
- 53.4 First Party Data
- 53.5 ‘Do Not Track’ Options
- 54 PACKAGING
- 54.1 Overview
- 54.2 Smart Packaging
- 54.3 Market Resources
- 55 PERSONALIZATION
- 55.1 Personalized Marketing
- 55.2 Personalization Tactics
- 55.3 Implementation
- 55.4 Customer Response To Personalization
- 55.5 Hyper-Personalization
- 56 POLITICAL ADVERTISING
- 56.1 Market Assessment
- 56.2 Spending Distribution By Media
- 56.3 Presidential Election Spending
- 57 PRICING
- 57.1 Overview
- 57.2 In-Store Vs. Online Pricing
- 57.3 Dynamic Pricing
- 57.4 Pricing Market Research
- 57.5 Pricing Research Centers
- 57.6 Market Resources
- 58 PRIVACY REGULATIONS
- 58.1 Overview
- 58.2 Privacy Concerns
- 58.3 Impact On Consumer Marketing
- 58.4 California Consumer Privacy Act
- 58.5 General Data Protection Regulation
- 58.6 Market Resources
- 59 PRODUCT PLACEMENT
- 59.1 Market Assessment
- 59.2 Product Placement Agencies
- 59.3 Product Placement In Streaming Shows
- 59.4 Market Resources
- 60 PROGRAMMATIC ADVERTISING
- 60.1 Overview
- 60.2 Market Assessment
- 60.3 Benefits Of Programmatic Advertising
- 60.4 Challenges For Advertisers
- 60.5 Conversion Rates And Offline Sales
- 60.6 Programmatic Ad Pricing
- 61 PROMOTIONS
- 61.1 Market Assessment
- 61.2 Types of Promotions
- 61.3 Methods of Promotions
- 61.4 Rewards-Based Promotions
- 61.5 Giveaways
- 61.6 Promotions Agencies
- 61.7 Market Resources
- 62 SHOPPABLE CONTENT
- 62.1 Overview
- 62.2 Market Assessment
- 62.3 Advantages Of Shoppable Content
- 63 SOCIAL RESPONSIBILITY
- 63.1 Overview
- 63.2 Survey On Social Responsibility
- 63.3 Prioritizing Brand Values
- 63.4 Market Resources
- 64 SMALL- AND MEDIUM-SIZED BUSINESS ADVERTISING & MARKETING. . 234
- 64.1 Overview
- 64.2 Market Assessment
- 64.3 SMB Marketing Tactics
- 64.4 Most Effective SMB Marketing
- 64.5 Social Media Marketing
- 65 SPONSORSHIPS
- 65.1 Market Assessment
- 65.2 Top Sponsors
- 65.3 Sports Sponsorships
- 65.4 Market Resources
- 66 TRADE SHOW MARKETING
- 66.1 Overview
- 66.2 Largest Trade Shows
- 66.3 Largest Convention Centers
- 66.4 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
- CONSUMER MARKETING & ADVERTISING 2025
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