Despite the increased availability and enthusiasm for more immersive and interactive ad formats, the direct-response focus among mobile advertisers is one reason static ad formats remain popular.
70% of company marketers – who hail mostly from the UK (46%) and other European countries (19%) – plan to increase their content marketing budgets this year, while another 29% will keep them at current levels.
The consensus on objectives for online video campaigns of all kinds was that awareness is key—94.6% of respondents were looking to achieve that end.
60% of marketing executives expected to increase sales through their mobile efforts, indicating that direct-response campaigns may continue to dominate.
Most content marketing aims to drive pre- and post-sales activity.
Leading the pack of customer acquisition tactics: personal relationships & networking (95%), tradeshows & industry events (89%), & in-person events (86%).
BtoB Magazine found that more than half (56%) of US B2B marketers used content marketing to foster greater audience engagement.
Counting fans was still an important tactic for almost all US marketers (96%). A large percentage of respondents were also measuring traffic to their websites (89%), customer satisfaction (66%) and new customers (62%).
Retail marketers are spending most of their time building their brands and drive sales, and are not as focused on engaging customers or building customer loyalty.
Revenue generation remains the primary goal of search retargeting campaigns for the majority of advertisers and brands.