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Business of Marketing > Marketing Budgets

Mobile and Social Advertising Expected to Continue Strong Growth in 2017

December 22, 2016

Media, marketing and advertising executives continue to be bullish on the prospects for both mobile and social advertising, according to AdMedia Partners' 23rd Annual Market Survey [pdf]. More than three-quarters of the respondents to the survey, which polled close to 6,000 executives, expect social advertising buying and spending to increase by more than 10%. Read more »

Are Marketers Facing Tech Overload? Plus, Where’s the Money Going?

December 14, 2016

steelhouseforrester-marketing-tech-vendor-management-dec2016Recent research has offered competing visions of marketing technology needs, as the flexibility offered by best-in-breed solutions is contrasted with the array of choices and vendors that need to be managed. And while it seems that more marketers opt for a best-in-breed architecture as opposed to a single-vendor, newly-released survey results [download page] commissioned by SteelHouse indicate that marketers truly are managing a variety of vendors. Read more »

CMOs Say They Want to Spend Their Time on Strategy

December 12, 2016

cmocouncildeloitte-where-cmos-want-to-spend-time-dec2016Marketing has high expectations as a growth driver among senior management and the board, according to a report [download page] from the CMO Council and Deloitte, which argues that the CMO is no longer tasked primarily with brand ambassadorship but rather with revenue generation and growth strategy. Read more »

Top 10 Marketing Charts of the Month – November 2016

December 7, 2016

mctop10nov-16-entryThis month's quick-hit set of top charts includes the following topics: social network user demographics; product discovery on social; digital display ad benchmarks; reducing email list churn; what finance wants from marketing; B2B social content effectiveness; constructing B2B buyer personas; content strategists' top initiatives; top trends in marketing technology; and holiday 2016 retail spending forecast. Read more »

Marketers Rank Their Top-Performing Automation Journeys

December 7, 2016

autopilot-top-performing-marketing-automation-journeys-dec2016The main barrier to marketing automation implementation has shifted over the past couple of years from lack of awareness to lack of budget, reports Autopilot in a recent study [download page], suggesting that as lower-cost options become available, marketing automation adoption will continue to increase. The report indicates that high-performing marketers regularly send automated emails to their contacts, more so than other marketers. Read more »

Marketers: How Much Will These Consumer Trends Impact You in the Next Decade?

December 5, 2016

nyamabrandsparkdapresy-most-influential-consumer-trends-in-next-10-years-dec2016The emergence and use of mobile devices is the consumer trend that North American marketers believe will have the greatest impact on their industries in the next 10 years, according to survey results from the New York American Marketing Association (NYAMA) and BrandSpark, in association with Dapresy. Read more »

Here’s What Finance Wants From Marketing

November 18, 2016

neustarforrester-finance-goals-working-with-marketing-nov2016Few decision-makers in marketing and finance roles say that these two departments plan and work collaboratively towards shared goals, according to a Neustar-commissioned study [download page] conducted by Forrester Consulting. The report indicates that process (chain of command, rules and regulations), people and technology are all hindering marketing and finance from making more collaborative decisions. Read more »

B2B Marketers Plan Programmatic Advertising Spending Hike

November 14, 2016

dunbradstreet-b2b-marketers-programmatic-advertising-spending-plans-nov2016Almost two-thirds (65%) of B2B marketers in the US now buy and sell advertising programmatically, up from 54% last year, according to a recent survey [download page] from Dun & Bradstreet. The study is supported by recent research from Kantar SRDS similarly showing that roughly 2 in 3 B2B media buyers are now at least sometimes buying digital display advertising programmatically for their campaigns. Read more »

Video Grows in Importance for Top Publishers’ App Install Marketing

November 10, 2016

adcolony-most-effective-mobile-app-install-formats-nov2016Full-screen video and social video are considered the most effective app install formats by developers of the 100 top-grossing apps, according to the latest semi-annual study from AdColony. The report indicates that video continues to become a more important format for app publishers, who are pouring more budgets into this channel to achieve their campaign objectives. Read more »

5 Takeaways from Recent Research into the State of MarTech

November 9, 2016

walkersands-marketing-technology-adoption-trends-2016-v-2015-nov2016Almost half (48%) of marketers describe their companies as innovators or early adopters in marketing technology, more than double the share (20%) who saw their employers in that light last year, according to Walker Sands' second annual State of Marketing Technology survey report [download page]. The study shows that budgets are declining as an obstacle to martech adoption, and that more marketers this year believe their companies are investing the right amount in marketing technology. Read more »