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.
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.
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.
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.
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.
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.