There’s strong positive momentum for online video ad spending, with social media also forecast for increases.
More than 7 in 10 organizers agree that their leadership team and C-suite support their in-person event strategy.
Cancellations of B2B exhibitions are now “a thing of the past.”
Senior business leaders’ preferred digital formats for thought leadership consumption are charts/data visualizations and social media posts.
The business information market is the largest segment, but the trade show market is the fastest-growing.
While relatively few B2B marketing leaders are currently using generative AI, that group expects to increase their use in the coming year.
Social media is perceived to be the most effective tactic for both top-of-funnel and bottom-of-funnel goals.
Smaller, repeatable events are touted as a way to create consistent experiences for customers.
US offline media spending grew by 4.2% year-over-year in 2022, but will inch down this year.
Mobile’s share of digital commerce grew to 38% in Q4, as total e-commerce sales surpassed the $1T mark in 2022.
Content marketing is considered to be the channel that produces leads with the highest ROI.
Registrations and attendance are bigger challenges for in-person than virtual events, while the opposite is true for engagement.
Consumers would distrust rather than trust TV ads more if they made wider use of AI.
Last year, Americans spent as much time visiting retail sites and apps as they did news sites and apps.
Global ad spending is expected to top $1 trillion next year, with 5 media owners alone vacuuming up more than half of that spend.
More than 7 in 10 demand gen marketers believe that prospects will consume more content in their buyer journey in the future.
The use of social media to search for work-related topics has plunged.
There’s been sustained improvement over several quarters in terms of exhibitions going forward as planned.