These Are the Biggest Obstacles Faced by B2B CMOs in Demonstrating the Value of Marketing
87% agree that their department now focuses more on achieving business objectives rather than activating channel-based KPIs and goals.
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87% agree that their department now focuses more on achieving business objectives rather than activating channel-based KPIs and goals.
CTV has pushed total TV usage up, to almost 90% (88%) reach during the second quarter of last year.
7 in 10 buyers are very likely to think more positively about organizations that consistently produce high-quality thought leadership.
Consumers around the world seem to be a little more likely to share very good than very bad experiences.
Some 17.3% of CMOs or CMO-equivalents at ANA client-side marketer members last year were from a racial or ethnic group.
Overall, though, professional services firms are dedicating a smaller share of their revenues to marketing.
Decision-makers rely heavily on others’ opinions, whether via word-of-mouth, social media, or review sites.
3 in 4 would be at least somewhat likely to sign up to a streaming service to watch their favorite sport.
There have been marked increases in smartphone ownership among older adults and Hispanic adults.
Tech brands dominated the most improved list for 2023.
Almost all technical buyers watch work-related videos, and they seem to be spending more time doing so.
Ad loads were highest in the shortest podcasts, averaging 22% of episodes 15 minutes in length or shorter.
However, the majority of younger decision-makers find downloaded content to be valuable.
Social media engagement and email marketing data are the most commonly used.
There’s marginal improvement in the outlook for spending on clothing and apparel.
Current vehicle owners are far more willing to be patient before making their new purchase.
A record number of Americans watched the big game. So which ads fared best? Depends on the metric…
The share of traffic from paid sources and from mobile grew, with negative consequences for conversion rates.
Within just the past 3 months, almost one-quarter claimed to have stopped using a company due to its stance on a particular issue.
Non-premium video viewing is also popular among youth, and is growing in popularity with older adults.
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