The most common action taken is to simply follow the brand.
Video lengths rose – and so did completion rates.
There’s a strong negative correlation between follower count and engagement rate. That is, the more followers, the lower the engagement rate.
Many media planners are expecting to leverage channel research for the first time this year.
Also, customer acquisition is a more important objective this year than customer retention.
Almost 9 in 10 B2B buyers report having watched video in the last 3 months for the purpose of learning about a product or service.
B2B buyers said they find research/survey reports to be their most valuable content type for researching purchases.
Advertisers think content-led campaigns are best for brand engagement, while agencies see the benefits of changing perceptions.
Tech companies are also popular, being the leading type among the 25-34 and 35-44 age brackets.
But worries around ROI and ROMI remain paramount.
B2B customers report using 10 distinct channels to interact with suppliers over their decision journeys, up from 5 in 2016.
Messaging services are also emerging as channels for brand interaction.
Misalignment between teams and poor communication bring down customer experience efforts.
Numerous changes are occurring in the podcast ad industry as it grows and matures.
Only half of cancelled events were replaced by virtual events.
However, open rates tend to be higher on mobile.
Fewer than half of Gen Zers are satisfied with their interactions with retail companies.
6 in 10 sales leaders believe establishing credibility and trustworthiness is an essential virtual selling behavior.