Slightly more will prioritize targeted promotions and activations than brand-building and awareness.
Brand Metrics Articles
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CMOs Say They’re Overweight on Performance vs. Brand-Building Spend
B2B companies are dedicating more of their budgets to brand-building than their B2C counterparts.
What Are the Strongest Brands in the US?
Hint: Alphabet brands perform very highly on this measure.
Here’s What Drives Brand Lift in Emerging Media
Enjoyability has a bigger impact in driving brand familiarity than purchase intent.
Consumers Build Trust in Companies Slowly – and Lose it Quickly
Data privacy is a key determiner of brand trust.
CMOs Report Falling Marketing Budgets
Some who had previously not felt an impact on their budgets from inflation are now reporting a negative one.
Where Are Businesses Seeing Opportunities with Video Marketing?
Businesses are hoping to boost online engagement through short-form and explainer videos.
Where Are Millennials Getting Shopping Inspiration These Days?
Celebrities and digital influencers aren’t top sources of shopping inspiration.
Most People Put A Premium on Brand Image and Responsible Actions
In the US, people’s opinions are split on whether they are willing to spend extra for a brand with an image that appeals to them.
82% of Marketers Say Content’s Importance As a Revenue Driver Has Grown
Almost 6 in 10 expect their content budgets to grow this year.
Trust Still Relies on Reliability and Transparency
There’s skepticism about business leaders’ ethics, but they’re still encouraged to speak out about societal issues.
B2C Marketers Say Their Media Strategies Are Far More Focused on Acquisition Than Retention
Two-thirds say that media marketing and advertising can make an impact on acquisition, and just 1 in 4 on retention.
Inaccurate Information Roils B2B E-Commerce Sites
More than 9 in 10 B2B buyers encounter at least one reason that prevents them from placing orders online.
Advertisers Tout CTV’s Value Across the Funnel
About half are using CTV to achieve lower-funnel objectives.
Here’s How Social Media Marketers Spend Their Time
Social media marketers wish they had more time to respond to customers and to engage in strategic planning.
These Companies Have the Best Reputations in the US in 2023
Patagonia led overall, while Google took top billing for Millennials.
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.