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Business of Marketing > Return on Investment

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: 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 »

More SMBs Say They Advertise on Facebook Than Use Twitter

December 1, 2016

biakelsey-smb-use-of-social-platforms-dec2016The use of social media marketing by small and medium-sized businesses (SMBs) in the US continues to grow, according to new data released by BIA/Kelsey. In its latest survey of 1,000 SMBs, more than three-quarters (77.6%) reported using social media to promote their businesses, up from 73.2% last year. Read more »

Email Reigns As Most Popular B2B Customer Acquisition Channel, But W-O-M Has Biggest Revenue Impact

November 30, 2016

bizible-most-popular-effective-b2b-marketing-channels-nov2016Used by almost 9 in 10 respondents, email marketing is the most popular channel used by B2B marketers to acquire customers, according to The State of Pipeline Marketing Report 2016 [download page] from Bizible. The report - based on a survey of more than 360 marketers, 90% of whom are B2B-focused - also shows that social media and content marketing are currying favor with B2B marketers. Read more »

Enterprise Social Business Goals and Initiatives Focus on the Customer

November 23, 2016

altimeter-most-important-social-business-objectives-nov2016Social strategists at large companies for the first time say that improving the customer experience is their top social business objective, according to the latest annual State of Social Business report [download page] from Altimeter, a Prophet Company. Of the 523 respondents surveyed from organizations with more than 500 employees, 82% indicated that improvement in their relationship with customers and customers' experience with the brand was an important objective. 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 Social Media Marketers: Content Effectiveness Varies by Type, Platform

November 2, 2016

regalix-effectiveness-of-b2b-content-types-across-platforms-nov2016The vast majority (86%) of B2B marketers invest in social media marketing, and a slight majority (52%) feel that social media is very important to their organization's marketing efforts, according to a new report [download page] from Regalix. While LinkedIn (89%) and Twitter (78%) are considered the most effective social media platforms, some types of content work better on Facebook. Read more »

B2B Content Marketing: What’s Trending?

October 10, 2016

cmimarketingprofs-factors-contributing-increased-b2b-content-success-oct2016It's that time: the latest annual B2B Content Marketing report [pdf] from the Content Marketing Institute (CMI) and MarketingProfs has been released, examining the state of content marketing among B2B marketers in North America. This is the seventh such report, allowing for comparisons to years past to identify shifts and trends. So what's new - and what's consistent with previous years?. Read more »

Analytics and Optimization Budgets Are Growing Rapidly. Which Tactics Are Important?

October 3, 2016

adobe-adoption-planned-use-measurement-optimization-tactics-oct2016Digital marketers are increasing their spending on mobile, content and social - but those areas fail to match the increases set for analytics and optimization, according to an Adobe survey [download page]. Some 47% of respondents in North America plan to hike their analytics budgets over the next 12 months, up from just 31% last year. Read more »