Compared to early 2020, more CMOs are reporting marketing has primary responsibility in 19 of 25 activities measured.
Brand-Related Articles
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Budgets for Creative Are Under Pressure. Where Will Investments be Prioritized?
Slightly more will prioritize targeted promotions and activations than brand-building and awareness.
Americans Favor More Regulation of Social Media, Are Split on Its Impact on Humanity
Social media is ranked as one of the top industries that Americans want to be more highly regulated.
CMOs Say They’re Overweight on Performance vs. Brand-Building Spend
B2B companies are dedicating more of their budgets to brand-building than their B2C counterparts.
What Are the Strongest Brands in the US?
Hint: Alphabet brands perform very highly on this measure.
Here’s What Drives Brand Lift in Emerging Media
Enjoyability has a bigger impact in driving brand familiarity than purchase intent.
Consumers Build Trust in Companies Slowly – and Lose it Quickly
Data privacy is a key determiner of brand trust.
CMOs Report Falling Marketing Budgets
Some who had previously not felt an impact on their budgets from inflation are now reporting a negative one.
Where Are Businesses Seeing Opportunities with Video Marketing?
Businesses are hoping to boost online engagement through short-form and explainer videos.
3 Points About Millennials and E-Commerce
A majority say they browse for items on Google Shopping at least once a week.
Consumers: Social Responsibility Matters in Some Areas More Than Others
Social responsibility factors into decision-making most in the Restaurant, Apparel, and Personal Care Product categories.
Consumers Fail to Recall Brands’ Purpose Efforts
Brands are doing a better job getting through to Millennial men and higher-income adults.
7 in 10 Consumers Say They Tend to Buy Brands That Reflect Their Personal Values
Within just the past 3 months, almost one-quarter claimed to have stopped using a company due to its stance on a particular issue.
Youth Say They Devote More Screen Time to Gaming Than Any Other Entertainment Activity
Non-premium video viewing is also popular among youth, and is growing in popularity with older adults.
Programmatic Team Members Yet to Find an Addressable Cookieless Solution
One key issue is that the solutions presented have lacked scale and accuracy.
Here’s What Consumers Say Impacts Their Loyalty to Brands
The leading reason why consumers would switch brands is due to product quality, but better deals and experiences would also sway many.
Do “American-Made” Products Matter to US Adults?
Two-thirds feel that American-made products are better quality.
2023’s Top Brands Ranked by Customer Loyalty
Apple remains at the top, while X (formerly Twitter) suffers a big fall.