Some 84% believe that every aspect of the customer journey can and should tell the brand story.
Innovation Articles
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Consumers Are Wary of Greater AI Use by Brands and Advertisers
Consumers would distrust rather than trust TV ads more if they made wider use of AI.
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Organizations’ Generative AI Use Most Prevalent in Marketing and Sales
About 1 in 7 (14% of) organizations are regularly using generative AI in marketing and sales.
SMBs Struggling with Customer Acquisition; Hope to Improve Social Media Marketing Skills
The challenge that requires the most time and attention from SMBs is attracting new customers.
How Might AI Affect Marketing and Communications Jobs?
Junior and mid-level marketers are more worried about AI’s impact on work quality and creativity than their more senior counterparts.
CEOs to Raise Focus on Profitability, with CX Slightly Less of a Priority
Three in 4 believe that competitive advantage will depend on who has the most advanced generative AI.
Marketers Question MarTech’s ROI
7 in 10 acknowledge that their organizations at least sometimes approve investments in new technology solutions without a defined ROI plan.
North American CMOs to Focus More on Innovation over the Next Year
More CMOs are saying that a primary role of the marketing function is to lead disruptive innovation.
Responsible AI: Here Are the Actions that CMOs Agree Brands Should Take
Consumers are more likely than CMOs to agree that brands should limit their adoption of AI to protect “human” jobs.
How is the Role of the B2B CMO Changing?
B2B CMOs are taking greater responsibility for driving revenue and growth and are expected to demonstrate their impact on the bottom line.
6 in 10 Marketers Believe Generative AI will Transform Their Roles
Generative AI is most widely believed to transform market data and performance data analyses.
Which Marketing Tactics Are in the Cards for B2B Firms Over the Next Year?
While relatively few B2B marketing leaders are currently using generative AI, that group expects to increase their use in the coming year.
Viewers Becoming Familiar with Shoppable TV Ads
More than one-third of viewers who recall seeing QR codes in TV ads say they interacted with them.
What Might Make A Consumer Choose the More Expensive Food & Drink Product?
Almost 3 in 4 consumers would buy a more expensive food and drink product over a cheaper alternative if it came from a trusted brand.
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.
Older Americans Feel That Brands’ Product Innovation Ignores Them
Fewer than 1 in 5 adults ages 55 and older agree that most new products are being created with their needs in mind.
Adults Aren’t Very Comfortable with AI’s Use in Targeting Ads to Shoppers
Almost half of US adults believe that AI tools are being developed too quickly.
Where Do PR Pros See Future Use Cases for AI?
Right now, PR pros are primarily using AI for writing, but in the future see its use in research and list building.