Overall, though, professional services firms are dedicating a smaller share of their revenues to marketing.
Marketing Budgets Articles
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B2C Brands Are Still Enjoying Success with Email
9 in 10 B2C marketers are using personalization in their cross-channel campaigns.
Social Media Still Getting the Job Done for B2C Customer Acquisition
Marketers with successful customer acquisition strategies see more effectiveness from social media than others.
These Will Be the Most Impactful Trends of 2024, Agencies Say
AI-driven personalization takes over as the most impactful trend this year, according to agencies.
Some B2B Marketers Report Budget Cuts
In fact, more US B2B marketers surveyed said their budgets will be lower this year than higher in comparison with 2023.
B2B Tech Firms Plan Marketing Budget Increases After 2023’s Economic Challenges
About 8 in 10 B2B tech companies experienced moderate to severe impact on their revenue as a result of the economic situation last year.
Content Volume – and Budgets – Expected to Increase Next Year
Marketers’ budget outlook for content seems to have grown from last year.
Which Marketing Channels Are Rising and Falling in Importance for DTC Brands?
Social media influencers are a mainstay while, interestingly, linear TV appears to be on the rise.
Is Marketing Becoming More Complex?
Marketers are using more channels, navigating more technology solutions, and managing more product and service partners.
Is Video Content Being Created for All Stages of the Buyer’s Journey?
About half of video content is being created for the top of the funnel, content marketers estimate.
CMOs to Increasingly Prioritize CX and Innovation in the Coming Year
The primary roles of the marketing function over the next year will be ensuring effective brand management and developing the overall customer experience.
B2B Demand Gen Budgets to Continue Growth amid Focus on Pipeline and Revenue
The most common way to define demand gen campaign success is through new pipeline opportunities/revenue sourced.
Brand Reputation Is More Important Than Price, Almost Half of US Consumers Say
Gen Zers are less likely than older adults to say that various factors are more important than price in their purchase decisions.
How Much Time Are Adults Spending with Media?
TV time accounted for almost half (46.6% share) of total media time for all adults, but only around a third of time for younger adults.
Internet Use Climbs Among Older Adults
Almost 9 in 10 adults ages 65 and older used the internet last year.
Is AI in Search Changing B2B Content Strategies?
Some are sharpening their focus on user intent/answering questions.
What Business Goals Are Driving ABM Investments?
The most commonly cited goals are to create wider engagement with the ideal customer profile and to improve win rates.
From Data to Insights. What’s the Timeline?
About one-quarter of senior marketers say they have access to real-time insights.