THE REPORT Why This Report Matters B2B marketers navigate a dynamic landscape influenced by economic shifts, altering spending patterns, and heightened B2C-inspired customer expectations. This report delves into insights from a survey of hundreds of B2B marketers, unveiling how the industry adapts to 2023’s rapid evolution in consumer behavior, budget dynamics, media strategies, and technology. …
Imagine it’s a Friday night, seeking entertainment. Rather than traditional channels, you’re likely exploring streaming services. TV dynamics are evolving, with more households embracing streaming over linear. For marketers, OTT presents a pivotal advertising avenue, but not without challenges. Understanding the shifting streaming landscape and consumer behavior is crucial. It’s not just about frequency and …
Paid media will become synonymous with automation and AI AI will play a pivotal role in powering various forms of paid media, employing machine learning to excel at what it does best: experimenting with an extensive range of ad types and configurations that surpass human capacity. This includes fine-tuning bidding strategies to optimize impact and …
Who we surveyed A winning combination: in-house & outsourced Contrasting last year’s trend, this year showcases a shift towards a blended in-house and outsourced marketing strategy. Marketers acknowledge the advantages of leveraging external agencies to complement internal expertise. Outsourced marketing, whether standalone or hybrid, allows internal teams to concentrate on core competencies. Agencies bring specialized …
INTRODUCTION Marketing in the Age of Intelligence The dynamic marketing landscape, evolving rapidly with AI and automation, demands a shift from information-centric to intelligence-driven strategies. In 2024, marketers must embrace new approaches for awareness, engagement, personalization, efficiency, and growth. HubSpot, recognizing these challenges, integrates AI tools into its platform to aid in setting up informative …
CIOs and the tech team drive revenue growth by expanding and securing customer solutions, fostering product collaboration for new market entry, and enhancing growth through insights, automation, and algorithms. AI emerges as a pivotal technology in this growth strategy. CIOs play a crucial role in unifying technology strategies for marketing, sales, customer experience, digital, and …
Key Findings: Marketers prioritize improving ROI and integrating creative and paid media teams. Marketers Must Evolve With Consumers: Economic constraints hinder ROI growth, driving interest in generative AI. Challenges include inefficient content activation and siloed teams. Solutions like generative AI and unified platforms offer smarter, faster, and more effective campaign management. Marketers require unified solutions …
Significant shifts in buying group behavior and business dynamics are challenging frontline B2B marketing teams responsible for driving revenue, including demand marketing, account-based marketing (ABM), and customer marketing. Traditionally viewed as lead generators for the sales team, these marketers are adapting by responding to evolving buyer behaviors, embracing digital transformation, enhancing technical capabilities, and aiming …
COPYRIGHTS DIGITAL MARKETING COMMUNITY 2019
