Some 84% believe that every aspect of the customer journey can and should tell the brand story.
Analytics, Automated & MarTech 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.
Vast Majority of Companies Say They’re Measuring the Performance of Their Content
Most marketers report looking at their content marketing performance data on at least a weekly basis.
Improved B2B Marketing and Sales Alignment Bodes Well for Growth
B2B marketers and salespeople say their top priority to drive growth this year is to improve alignment.
Growth of Commercial MarTech Use Spurs More Replacements
Almost 90% of those who replaced one or more tools chose a commercial application as the replacement.
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.
Primary Goal of CTV Advertising is Brand Awareness; Funding Sources Shift
Some 24% say that in-house performance teams are primarily responsible for CTV marketing, up from 13% share last year.
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.
Retail CMOs Say Digital Ads Are Effective at Reaching New Audiences, But Not at Educating Them
The most successful channel cited for reaching target audiences is Google, which 9 in 10 say meets or exceeds expectations.
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.
Improving Conversion Rates Continues to be the Top B2B Revenue Marketing Priority
Other priorities include generating demand to acquire new customers and improving the ability to measure and analyze marketing impact.
Vast Majority of Companies Say They’re Measuring the Performance of Their Content
Most marketers report looking at their content marketing performance data on at least a weekly basis.
B2B Event Organizers Prioritizing Attendance and Engagement
More than 7 in 10 organizers agree that their leadership team and C-suite support their in-person event strategy.
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.
It’s Getting Pricier to Acquire and Retain Customers, B2C Marketers Say
A majority say that the cost of acquisition marketing has increased over the past year.
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.
B2B CMOs See Coming Need for Technical Skills
B2B CMOs also believe that innovative thinking will be increasingly required of them in the coming years.