Positioning a company’s experts as “thought leaders” is hardly a new idea. From bylined articles and blog posts to videos and webinars, such “content” helps give your brand a face and shows you have a finger on the pulse of the industry. Customers appreciate it too: 96% of B2B buyers say they would like to see even more expert perspective.
Outside of very specific cases, it’s tough for B2B advertisers to justify major investments in traditional TV or trade publications. The fleeting foothold of these media platforms is diminishing and there are no signs of that changing in the coming years.
Complying with GDPR is a multifaceted undertaking that involves companies getting permission for various things, such as user tracking and data transfers. As the effects of the law begin to unravel, ad buyers, publishers, and tech firms have accused each other of passing the buck when it comes to obtaining user consent.
Just a few years ago, there was excitement around using AI-powered chatbots in retail ecommerce. That hype has died down a bit, but the beauty industry is still experimenting with the technology. Lancôme is testing AI to deepen its site personalization.
Eighty-one percent of marketing leaders responsible for customer experience (CX) say their companies will mostly or completely compete on the basis of CX in two years. Yet only 22% say their CX efforts have exceeded customer expectations. Reality needs to catch up to aspiration if companies are to realize a customer-centric future.
In a survey of 50 CFOs in the U.S., respondents said one of their biggest concerns about their marketing organization is that CMOs measure in ‘vanity metrics’. The surveyed CFOs concluded that many data points digital marketers use (views, clicks) don’t matter to their ultimate goals.