An impressive 98% of marketers say that their martech ROI has improved this year.
Business of Marketing Articles
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Content Volume – and Budgets – Expected to Increase Next Year
Marketers’ budget outlook for content seems to have grown from last year.
More Than 8 in 10 Digital Media Experts Say An Attention Strategy is Important
88% of respondents across brands, agencies and publishers say that their company already uses attention measurement.
Marketing Leaders Worry About Falling Behind on Generative AI
Marketers seem to be having a bit more FOMO than sales and service leaders.
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.
What Are Brands’ Concerns About Social Media ROI?
It’s hard having to use multiple platforms and keep track of new user and advertising features.
What Do Agencies See as the Benefits of Dynamic Creative?
There’s room for improvement in collaboration between people working on creative, data analytics and ad serving.
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.
The Benefits of AI Seem Clear to Marketers. What About the Challenges?
The leading AI ethics concerns among B2C marketers include privacy invasion, IP issues, and the absence of human supervision.
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.
How Are CMOs Chasing Consumers’ Attention?
Investments in live events appear to be growing, while enthusiasm around virtual events is waning.
Marketing Industry Diversity Drops, but There’s Improvement at the CMO Level
Some 17.3% of CMOs or CMO-equivalents at ANA client-side marketer members last year were from a racial or ethnic group.
High-Growth Professional Services Firms Spend More on Marketing
Overall, though, professional services firms are dedicating a smaller share of their revenues to marketing.
Workplace Software Buyers Rely on A Variety of Info Sources
Decision-makers rely heavily on others’ opinions, whether via word-of-mouth, social media, or review sites.
What Matters Most to Agencies When Executing YouTube Campaigns?
Brand suitability is rising as an objective, though brand safety and ad performance continue to be paramount.
B2B GTM Teams to Focus on Alignment, Efficiency
Among marketers, the area considered most beneficial for their team to improve on is target audience segmentation.
ABM Is Proving More Effective in Some Areas Than Others
ABM isn’t significantly improving cross-sell/upsell efforts, but is helping drive active engagement with select accounts.