June Hill, Reference Assistant, Bronfman Business Library
Published Monday March 17th, 2014
The “Marketing Facts: Statistics & Trends for Marketing” published by the Canadian Marketing Association is a great resource when working on a marketing plan. Why is it so great?
- It is largely Canadian data
- There is a section on Advertising Expenditure including mobile, internet, search ad revenue (scan and insert thumbnail of table of contents)
- The Channels/Media section includes Newspapers, Magazines, Television, Direct Mail, Emal, Digital (e-commerce, mobile, social networks and video)
- Other topics covered are Online Relationships, Channel Influences on Shoppers, Online Advertising and much more
- The Marketer Benchmarks section includes top marketing tactics, media ROI perception, mobile marketing use and location based technology, and client-agency performance management and more.
Here is a page from the table of contents and a table showing the ROI of various media as samples of the detail and level of specificity of the data available in Marketing Facts.
I used it recently when someone asked about Direct Mail data for Canada and there it was: Attention Paid to Direct Mail, Likelihood of Opening Direct Mail, Receiving Credit Card Mail – Channel Preferences, Retailers Success Combining Mass with DM, and Allocation of Budget. He was pleasantly surprised to find applicable marketing data that would help shape his marketing strategy.
The call number is HF 5415.12 C35 F33 2013 and HF 5415.12 C35 F33 2014.
You will find it in the Reference Room, which is the area where wood shelves line the walls where the two printers just inside the Bronfman Library are found. Also, the content varies a bit from year to year so we recommend that you scan the table of contents of a couple of years to make sure you are not missing anything.
Come by and see for yourself. While you are there you may unearth another research gem.