Marketers are ramping up their technology investments to better understand consumer needs and behaviors.
Content marketing is more entrenched among B2B (88%) than B2C (76%) firms in North America.
Client-side marketers are taking a bigger role in shaping business strategy and influencing product innovation and new business models, reports the Association of National Advertisers.
Proving the ROI of marketing activities is the top challenge for both B2C and B2B organizations.
This buyer’s journey budgeting infographic from IBM and The CMO Club illustrates that content generation is the biggest expenditure for the CMOs surveyed.
Sunday Night Football remains the most expensive TV show on broadcast for advertisers, carrying a price tag of slightly more than $600,000 per 30 second spot.
Several fast-growing social media services began offering themselves as platforms for advertisers this year.
Broadcast TV will boast the lion’s share of ad dollars, at nearly 52%, and the majority of those dollars will be spent on national campaigns.
US digital political ad spending will leap almost 9,000% to pass $1 billion next year—nearly seven times more than $159.2 million in 2012, the last presidential election year.
Identifying the right influencers was the biggest challenge when rolling out an influencer engagement strategy, cited by 75% of marketers.