About half of video content is being created for the top of the funnel, content marketers estimate.
Brand Metrics Articles
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How Do Consumers Feel About Twitter’s Rebrand to X?
More consumers have had a negative than positive reaction to the rebrand.
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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.
5 Points About US Podcast Advertising in 2023
Over the past couple of years, podcast ad revenues have shifted from direct response to brand-building.
Brand and Marketing Strength Are Important Considerations for Financial Analysts
Financial analysts covering public companies view advertising spending more as an investment than as an operating cost.
6 in 10 B2B Marketers Say Content Has Helped Them Generate Sales and Revenue
Top performers – who have been even more successful in generating sales from content – attribute their effectiveness to knowing their audience.
Brand… Performance… Both?
Some 77% of CMOs agree that they need to recommit to brand. But 75% also agree that they need to double down on performance.
Creative’s Still the Biggest Driver of Sales, Analysis Finds, but Brand’s Influence Rises
Brand and targeting are having more of an impact on short-term sales effectiveness, while the influence of reach is waning.
Primary Goal of CTV Advertising is Brand Awareness; Funding Sources Shift
Some 24% say that in-house performance teams are primarily responsible for CTV marketing, up from 13% share last year.
Here’s What Millennials Say They Want from Brands
Brands should listen to customer feedback and be more socially responsible, Millennials say.
Data Security, Customer Experience Key to Consumer Trust in Business
Half of consumers surveyed have had an experience with a company that damaged their trust and relationship with it.
7 in 10 Consumers Say Trust in Brands Has Become More Important
Almost 9 in 10 adult consumers around the world say that trust is an important consideration when they buy a brand.
The US’ Pay-TV Penetration Rate Continues to Fall
Some 64% of TV households subscribe to pay-TV, down from 78% in 2018.
Where DTC Brands See Opportunities in 2024
DTC brands are looking to improve on testing, but may face troubles with budgets and buy-in.
How Are CMOs Chasing Consumers’ Attention?
Investments in live events appear to be growing, while enthusiasm around virtual events is waning.
These Are the Strongest B2B Brands in the World
Microsoft is the most valuable B2B brand in the world, while Deloitte is the strongest.
Social Media Marketers Dish on Top Platforms, Formats, and Content Types
TikTok may be getting all the buzz, but social media marketers remain enamored with Instagram.
Budgets for Creative Are Under Pressure. Where Will Investments be Prioritized?
Slightly more will prioritize targeted promotions and activations than brand-building and awareness.