About half of video content is being created for the top of the funnel, content marketers estimate.
Brand-Related 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.
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.
4 in 10 US Consumers Want Better Pricing in Exchange for Their Loyalty
The top reason why shoppers have switched away from a brand they used to be loyal to is because of cost considerations.
Brands’ Portrayal of Women in Advertising Affects Their Purchase Decisions
Adult women feel that older women ages 50+ are presented authentically in media and advertising less than a third of the time.
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.
These Are Perceived to be the World’s Most Innovative Market Research Suppliers in 2023
Last year’s #1 brand tumbled to the 18th spot this year. Which supplier took its place?
Support Wanes for Businesses Taking A Stance on Current Events
Some 41% of adults think that businesses should take a public stand, down from 48% last year.
3 in 4 Adults Feel They Have Little to No Control Over Their Personal Data
84% are worried about companies selling their information to others without them knowing.
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.
What Skills Are Most Important for Strategists?
Strategists believe their biggest opportunity is to work on upstream business insights.
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.
Almost 6 in 10 Subscribers Have Canceled a Service Due to a Price Hike
Some 57% of subscribers have canceled a service due to a recent price hike.
Search Remains Tops, but Brand Discovery Channels Are Evolving
A sizable share of Gen Z consumers around the world are using AI tools to find information online.
Here Are the World’s 10 Most Valuable Brands in 2023
Microsoft registered the fastest growth rate of the top 10, while Apple remained in the top spot with brand value exceeding $500 billion.
B2B Influencer Marketing Is on the Rise
Influencer marketing is now a part of the marketing mix for 85% of B2B mid-market and enterprise brands.
More Consumers Say They’d Pay A Premium for Trusted Brands
Older consumers are more likely than their younger counterparts to put a premium on a product’s country of origin.