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Quest for Customer-Centric Marketing Leadership

Quest for Customer-Centric Marketing Organizations

Companies often say they embrace the concept and are making moves to change, or claim that they are already customer-centric. However, many can’t seem to fully commit to enacting the required operational, procedural and behavioral changes needed to be truly customer-first.

via Gartner

Blockchain Removes Agencies from Digital Advertising

Blockchain Removes Agencies from Digital Advertising

eMarketer estimates that 82.5 percent of U.S. digital display advertising spending will be transacted programmatically this year. Of all that programmatic spending, only a little more than half actually ends up paying for media.

via eMarketer

The Proven Alternative to Marketing Budget Waste

The Proven Alternative to Marketing Budget Waste

Marketers waste an average of 26% of their budgets on ineffective channels and strategies, according to recent survey findings. Half of respondents said they misspend at least 20% of their budgets. A few pessimists even believed they’re squandering more than 80% of their marketing budget. CMOs have a choice.

Story-Driven B2B Marketing – Digital Transformation in Action

via eMarketer

Content Marketing: Few Real Leaders or Visionaries

Content Marketing: Few Real Leaders and Visionaries

Our first finding is that storytelling isn’t so much a tactic as a mindset. And by that we mean, we’re all showing up every day to publish e-books, publish blogs, to get it done one day after another—and that’s good. But we find that Leaders and Visionaries really have a sense of purpose that’s much bigger.

via Skyword

Why B2B Marketers Need Authentic Content Creators

Why B2B Marketers Need Authentic Content Creators

Influencer marketing has gotten big enough that disclosing ties between brands and influencers is a necessity, not an option. Although compliance is growing, there are many examples where it doesn’t happen. Content marketing requires real employee talent, not hired outsiders.

via eMarketer

Savvy B2B Marketers Create High Quality Content

Savvy B2B Marketers Create High Quality Content

Creating high quality content that is focused on the audience across all buyer’s journey stages is a major goal for B2B marketers in 2018. A refined program should include strategic, efficient and innovative content created by a dedicated team.

via eMarketer

How Savvy Marketers Measure Market Sentiment

How Marketers Measure Market Sentiment

Perception metrics measure the impact of exposure to a marketing message or other brand content. Perception is measured using indirect methods such as surveys, branded searches and social listening tools because it does not necessarily result in an action.

via Gartner