Some will prioritize social commerce and improved processes to shorten the path between content and purchase.
Business of Marketing Articles
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Marketers Say AI’s ROI Isn’t Just About Financial Gain
AI is expected to pay off in several ways, including by efficiency gains and effective data analysis.
Advertisers Tout CTV’s Value Across the Funnel
About half are using CTV to achieve lower-funnel objectives.
Here’s How Social Media Marketers Spend Their Time
Social media marketers wish they had more time to respond to customers and to engage in strategic planning.
Global Marketing & Advertising Spending Set for Renewed Growth This Year
Last year, global marketing and advertising spend grew by a relatively muted 4%, but this year the market is expected to expand by 7.7%.
What Are the Perceived Strengths of Affiliate Marketing?
Affiliate marketing is credited with providing a steady stream of new, innovative marketing partners.
Strong Spending Growth Forecast for Data Services and Technology
About 9 in 10 survey respondents report that their organization is increasing its investments in data services.
BDR Teams Are Growing – As Are Their Quotas
Roughly 4 in 10 BDRs said that their quotas increased in 2023.
Which Skills Are Important in RevOps?
9 in 10 RevOps professionals view data analysis skills as being important, a high percentage also don’t believe they need this skill for their job.
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.
Marketing Industry Diversity Drops, but There’s Improvement at the CMO Level
Some 17.3% of CMOs or CMO-equivalents at ANA client-side marketer members last year were from a racial or ethnic group.
High-Growth Professional Services Firms Spend More on Marketing
Overall, though, professional services firms are dedicating a smaller share of their revenues to marketing.
Consumers Are Less Interested in DE&I and CSR Messaging in Ads
By contrast, they’re more interested in ads that provide product information and discounts.
Netflix is Still Viewers’ Favorite Streaming Platform
Prime Video and Hulu seem to be on the ascent.
How Do Journalists Feel About PR Pros?
Only about one-third consider company PR pros to be credible sources for their reporting.
Data is Critical to B2B Marketing Efforts. Which Types Are Being Used?
Social media engagement and email marketing data are the most commonly used.
Social Media Still Getting the Job Done for B2C Customer Acquisition
Marketers with successful customer acquisition strategies see more effectiveness from social media than others.
The Core Problems CEOs Want Their Marketing Teams to Solve
CEOs are looking for marketing to drive growth and market share.