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Business of Marketing > Return on Investment

Enterprise MarTech Investments Made Chiefly to Better Understand Customers and Prospects

March 10, 2017

Marketers at enterprise companies (at least 500 employees) are investing in marketing technology primarily to better understand customers and prospects (62%), a task seen as both a key priority and challenge for marketers. That's according to the results of a Squiz survey of 608 marketing professionals in the US, Australia and the UK, a majority (57%) of whom also seek to automate processes and reduce time on admin. Read more »

Why Aren’t CMOs Making Greater Use of Marketing Analytics?

March 6, 2017

There's been no progress in CMOs' use of marketing analytics, according to the latest edition of the biennial CMO Survey from Duke University's Fuqua School of Business. If anything, the use of marketing analytics is losing steam: respondents say that fewer than one-third of projects used analytics prior to a decision, down from 37% five years ago. Read more »

US Marketing Confidence Rising; Most Expect Function’s Influence to Grow

March 3, 2017

Overall confidence in marketing has increased to a record level, even though marketers express less confidence in their understanding of ROI and investments in the right customers. That's according to the latest Marketers Confidence Index from the AMA and Kantar Vermeer, which also reveals that young marketers are the most optimistic about their function's outlook. Read more »

9 in 10 Digital Marketers Include Video in Their Mobile Marketing Plans

February 27, 2017

Seeking to capitalize on a growing consumer trend in mobile video viewership identified in a recent AOL survey, some 89% of digital marketers use or plan to use video for mobile marketing, according to a new YouAppi study. The most common uses are video for social media and in-app videos (each by 48% of respondents), while close to 4 in 10 will use brand video advertising. Read more »

B2B Marketers Say Email Delivers the Highest ROI Leads

February 20, 2017

Score another one for email. On the heels of recent research showing that email is the top lead- and revenue-producing vehicle for B2B marketers, a newly-released study [download page] from Chief Marketer reveals that email is also the channel producing the highest ROI leads in the B2B space. Read more »

Inc. 500 Execs See Social’s Potential in Driving Sales, But Fret About ROI

February 16, 2017

A majority of Inc. 500 companies are using various social platforms including LinkedIn (94%), Facebook (88%), Twitter (79%) and Google+ (53%), while Instagram (46%) is growing quickly and nearing majority adoption, according to the latest annual study of this topic from the University of Massachusetts Dartmouth. Inc. 500 executives surveyed as part of the study feel that social networking platforms have a greater role to play than other channels in increasing sales. Read more »

Global Sponsorship Spending Set For 4.5% Rise This Year

February 8, 2017

Sponsorship spending worldwide is expected to grow by 4.5% this year to $62.8 billion, according to the 32nd annual industry review and forecast from IEG. That 4.5% growth rate is relatively steady from last year (4.6%) and up from the two prior years (4.1%), as spending on sponsorships is projected to increase at a greater rate than spending on advertising (4.4%) and marketing/promotions (3%). Read more »

Fast-Growing Professional Services Firms See Results From Partnership Marketing

February 6, 2017

Professional services firms - spanning industries such as consulting, accounting and financial services, and technology - use an average of around 10 marketing techniques to grow their businesses, according to a study from Hinge Marketing [download page]. For those growing fastest (at least 20% annually), partnership marketing proved to have the greatest marketing impact, per the report. Read more »

Top 20 B2B Marketing Charts of 2016

January 30, 2017

From content marketing and digital initiatives to demand generation, vendor relationships and programmatic advertising, our collection of 2016's top B2B marketing charts (B2C deck found here) presents an intriguing array of data from both strategic and tactical standpoints, giving B2B professionals insights that can help drive greater marketing effectiveness. 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 »