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Business of Marketing > Marketing Budgets

Social Now Seen As Top Distribution Platform for Digital Video Campaigns

May 16, 2017

The pendulum seems to be swinging towards social platforms as the most important partners for digital video campaigns, according to a Trusted Media Brands Inc. (TMBI) survey. Some two-thirds (68%) of marketers and advertisers involved in digital and mobile advertising said that social platforms are their most important partners, up from 56% in the prior survey fielded just 10 months earlier. Read more »

B2B Marketers Keep the Focus on Content

May 15, 2017

There's no content fatigue setting in among B2B marketers, according to the 2017 Digital Trends in B2B [download page] report from Econsultancy and Adobe. Not only is content marketing by far the top digital priority for B2B marketers this year, but it's also the discipline most likely to get a spending hike this year. Read more »

Personalization Efforts Mainly Limited to Email and Website Home Pages

April 26, 2017

Virtually all marketers believe that personalization helps advance customer relationships and that their prospects and customers expect a personalized experience, new research from Evergage has found. But only 45% agree that they're getting personalization right, and further results from the study indicate that personalization channels and experiences remain limited. Read more »

Mobile Marketing ROI Has Come A Long Way in the Past Decade, But Email’s Still Tops

April 25, 2017

Email marketing continues to provide the best ROI of any digital channel, closely followed by SEO, according to Adestra and Econsultancy in their latest Email Marketing Industry Census [download page]. The survey of almost 700 in-house marketers - the majority of whom are UK-based - found close to three-quarters (73%) reporting that email offers a good or excellent return on investment, with SEO (72%) also highly regarded. 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 »

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 »

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 »

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 »

Budgets, Cultures Holding Back Data-Driven Strategies

March 22, 2017

Inadequate budgets are the biggest obstacles to implementation of truly data-driven customer strategies, cited by 54% of marketers responding to a new CMO Council survey [download page]. Challenges associated with internal cultures are also proving impediments: 43% cited a failure to fully embrace a customer-centric culture, and 32% feel it's due to a lack of senior-level support to spark change. Read more »

Top 10 Marketing Charts of the Month – February 2017

March 13, 2017

This month's quick-hit set of top charts includes the following topics: budget trends, by channel; Super Bowl ads; B2B lead gen channels; trustworthy B2B info sources; Millennials' brand loyalty; distribution of affluents by generation; "most powerful" brands; how brands are using Snapchat; and the top opportunity for marketers this year. Read more »