What B2B marketers consider to be the industry’s biggest shifts of focus, comparing responses from 2022 and 2021:
AI is expected to pay off in several ways, including by efficiency gains and effective data analysis.
CEOs are more likely to prioritize meeting changing customer expectations than improving their CX.
Fewer appear to be putting off big-ticket and needed purchases.
Store brands rose to a new dollar share high of 18.9%.
TikTok Shop looks like it could be a fruitful channel for smaller companies.
By contrast, they’re more interested in ads that provide product information and discounts.
Prime Video and Hulu seem to be on the ascent.
Only about one-third consider company PR pros to be credible sources for their reporting.
More than 3 in 4 ad buyers are adjusting their programmatic vs. direct strategies.
By contrast, they’re more interested in ads that provide product information and discounts.
Prime Video and Hulu seem to be on the ascent.
Only about one-third consider company PR pros to be credible sources for their reporting.
More than 3 in 4 ad buyers are adjusting their programmatic vs. direct strategies.
Youth are still the predominant target for influencers, but as the industry matures, the target audience may be shifting.
More than 9 in 10 B2B buyers encounter at least one reason that prevents them from placing orders online.
About half are using CTV to achieve lower-funnel objectives.
Social media marketers wish they had more time to respond to customers and to engage in strategic planning.