Category news stream

Business of Marketing

How Do Marketing and PR Pros Think Their Roles Will Converge?

April 21, 2017

A majority of marketers believe that public relations will become more closely aligned with marketing in the next 5 years, something that many PR professionals agree with. But there are some differences in opinions among other respondents to USC Annenberg's Global Communications Report 2017 [pdf]. Read more »

What’s the Biggest Challenge in Proving Marketing ROI?

April 19, 2017

While most marketers feel that it's getting easier to prove marketing's impact, only slightly more than one-quarter of marketers feel very effective in their ability to demonstrate marketing's value internally, new research from TrackMaven has found. The main challenge appears to be attributing social and content to revenue, per the report. Read more »

The Most Important Trends Impacting the Future of Public Relations

April 19, 2017

Digital storytelling will be the most important communication trend affecting public relations in the next 5 years, according to those who probably should know best: public relations professionals. In its Global Communications Report 2017 [pdf], the USC Annenberg School for Communication and Journalism also found that social listening is a key trend likely to impact the future of PR. Read more »

Average CMO Tenure Drops Again: Half at Top-Advertised US Brands Have Been in Position For ≤2 Years

April 14, 2017

After an almost decade-long climb that saw record tenures reached in 2014, the average tenure of CMOs at 100 of the most advertised brands in the US has now dropped for the second consecutive year. That's according to the latest annual analysis from Spencer Stuart, which also notes that close to half of the CMOs have been in their current role for 2 years or less. Read more »

Who’s Making Agency Selection Decisions, Anyway?

April 12, 2017

As one might expect, CMOs are most likely to be in the driver's seat throughout the process of agency selection, according to a 4A's survey [download page] fielded by Advertiser Perception. But in certain instances, the marketing team cedes its influence to the CEO and executive management. Read more »

What Do B2B Marketers Enjoy Most About Their Jobs?

April 11, 2017

The majority of B2B marketers say that they enjoy the more creative and strategic aspects of their jobs, such as developing and launching new campaigns (76.7%), according to [download page] a survey from the Martech Industry Council and Leadspace. Likewise, they take pleasure in creating and building new marketing programs (69.8%) and planning and executing major events (38.2%). Read more »

Top 10 Marketing Charts of the Month – March 2017

April 10, 2017

This month's quick-hit set of top charts includes the following topics: email list growth and deliverability metrics; shopping around vs. loyalty; Millennials' new media milestone; financial status, by generation; improving digital ads; obstacles to marketing analytics; CMOs and brand-building; corporate reputation drivers; and CX leader. Read more »

Marketers More Confident Measuring ROI From Paid Search & Email Than Other Digital Channels

April 5, 2017

Measuring the ROI of marketing and advertising efforts has been a consistent obstacle for some time, brought to light by greater pressures from the C-suite to prove marketing's value. Digital advertising - for all its growth - hasn't been spared this challenge, but some channels seem easier to measure than others. Indeed, respondents to SEMPO's latest State of Search Report seem relatively confident in their ability to measure the ROI from paid search and email. Read more »

Which Digital Capabilities Are Advertisers the Most – and Least – Confident About?

March 31, 2017

Some sobering results from Boston Consulting Group (BCG) and Google Digital Academy: on a 100-point scale, marketers working at advertisers around the world score their organizations' digital capabilities at an average score of just 57. Worse yet, that number hasn't budged since the last time the survey was fielded 18 months earlier. So where are advertising organizations having the most trouble? Read more »

Programmatic Digital Ad Buyers Key In On “Brand Safe” Environments

March 24, 2017

The vast majority (81%) of programmatic digital ad buyers agree that ensuring a "brand safe" environment for advertising is a high priority, and an equal proportion feel that in today's fragmented digital landscape, using brand safe, trusted environments is more important than ever, per a Trusted Media Brands report [download page] that's timely given the recent furor involving Google brand safety. Read more »