Chief Marketing Officers (CMOs) have a choice, embrace the future or cling to the past. To succeed today, they have to abandon mass-media thinking and resist the urge to squander their budgets on trivial advertising or paid media.
via Digital Polymath
“Our conversation with marketing leaders suggest these budgets are fluid. Some are hard-pressed to make a business case to restructure or increase budgets for staff. On many to-do lists: Bring activities in-house, such as media planning and buying, and make better use of their agencies.”
According to Magna, 2018 will be a record year for overall advertising sales, which are expected to reach $207 billion for the full year. Growth will continue through to 2019, where a 4% increase is anticipated, slightly down on its 2018 forecast of 4.7%.
Every online customer touchpoint – including websites, mobile apps, and APIs – is being attacked by bots. What are these bad bots doing? Interrupting good customer traffic, committing fraud, and stealing information – just advertising fraud alone is set to exceed $3.3 billion in 2018.
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.