Business leaders are once again confident in the general direction of their marketing budgets this year, as 56% of respondents expect to increase their budgets.
Advertiser spending on the media platforms tracked by Kantar Media declined by 3.9% in Q3, the same rate of decline as seen in Q2.
The travel and hospitality industry leads spending on the Internet of Things technology.
Companies like Wal-Mart, Target and Amazon have been flocking to YouTube to run branded content and advertising campaigns.
Almost two-thirds of senior marketers strongly agree that data-driven marketing is crucial to success within a hyper-competitive global economy.
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.