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How and Where Marketers Are Using Video in 2017

How and Where Marketers Are Using Video in 2017There's plenty of enthusiasm about video marketing - though marketers would benefit from using more advanced metrics.November 13, 2017

Marketers are brimming with enthusiasm about video, according to “The State of Video Marketing 2017” study [download page] from Demand Metric in partnership with Vidyard. More than 9 in 10 believe that video content is becoming more important,... READ MORE
Digital Media Buyers Concerned With Fraud & Brand Safety, But ROI Comes First

Digital Media Buyers Concerned With Fraud & Brand Safety, But ROI Comes FirstAdvertisers are skeptical about social platforms' ability to deliver a brand-safe environment.November 9, 2017

Advertising in a brand-safe environment positively impacts a number of areas ranging from audience quality to brand equity, brand lift, and ROI, according to the vast majority of digital and mobile advertisers surveyed by Trusted Media Brands and Advertiser... READ MORE
B2B Marketers Shift Priorities From Generating Leads to Converting Them

B2B Marketers Shift Priorities From Generating Leads to Converting ThemOpportunities and pipeline are now the most-used metrics, but those using revenue as their primary measure of performance are more likely to expect budget increases.October 27, 2017

B2B marketers this year are more interested in converting leads to customers than in generating more leads and demand, a reversal from last year, when the opposite was true. That’s according to the latest annual State of Pipeline Marketing Report... READ MORE
Most Marketers Want to See ROI From MarTech Investments Within 6 Months

Most Marketers Want to See ROI From MarTech Investments Within 6 MonthsThe vast majority of marketers say that the ROI from their investments is increasing. And despite some budget challenges, they're planning to spend more in the coming year.October 18, 2017

The most important goal of a marketing technology strategy is to increase marketing ROI, according to a new report [download page] from Ascend2 and its Research Partners. But how long should it take from implementation to return? For about two-thirds of... READ MORE
B2B Content Marketing Is Becoming More Audience-Focused. Or Is It?

B2B Content Marketing Is Becoming More Audience-Focused. Or Is It?One-third aren't always creating content for their audiences rather than their brand.October 2, 2017

The latest annual B2B Content Marketing report [pdf] is out from the Content Marketing Institute, MarketingProfs and Brightcove. The headline result is that considerably more B2B content marketers this year than last are focused on building audiences. But... READ MORE

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