UX is the top brand differentiator among marketers in 2020

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30-second summary: Bynder commissioned Survata, to conduct an anonymous survey of over 1000 marketing and branding professionals in the US and UK. The goal of the survey was to assess how marketing automation and technology contribute to improved brand awareness and perception. Faster, more efficient content creation is the most effective use of marketing automation. Marketers, by and large, don’t feel that branding can be automated because it produces less brand differentiation and diminishes creativity. Respondents felt the best use of automation for marketing/branding purposes was in creating content more efficiently and faster. Respondents indicated that user experience was the strongest brand differentiator (over brand authenticity and superior product innovation.) About 1/3rd of respondents plan to increase their branded content efforts in 2020. In December 2019, Bynder commissioned independent research firm Survata, to conduct an anonymous survey of over 1000 marketing and branding professionals at organizations in the US and UK. The goal of the survey was to assess how marketing automation and technology contributes to improved brand awareness and perception. The survey also asked marketers to name their key pain points and planned investments around the issue of branding and martech. Bynder is a digital asset management (DAM) platform serving mid-market and large organizations with clients that include well-known brands like Spotify, Canon, Five Guys, and Puma. Respondent demographics were mixed. Companies ranged in size from 200 to over 10,000 employees and encompassed a variety of industries including technology, healthcare, consumer, industrial, and financial services. About 31% of respondents worked for B2B organizations while just under 55% were from B2C Companies. Demographic breakdown of Bynder survey respondents Can branding be automated? The marketers who were surveyed answered the question, “Can branding be automated?” with a resounding no. Specifically, when respondents were asked, “Do you think AI & automation will negatively impact your branding efforts in 2020?” 21% said no, because branding can’t be automated. Another 22% felt automation would produce less brand differentiation, 20% felt automation would negatively impact their branding efforts by eliminating jobs, and 13% felt it would diminish creativity. Just 24% of respondents felt that AI & automation would positively impact branding. Source: Bynder’s 2020 State of Branding Report Although automation is primarily seen as negative when it relates to the overall umbrella concept of “branding,” it was viewed in a much more positive light when applied to content development. When marketers were asked about the …

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Key Insights: B2B content marketing decoded, top marketing technologies, and AI spotlight

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30-second summary: Content marketing has the key to a lot of opportunities, NetLine Corporation analysed their first-party data sources and the outcomes strongly support this statement 76% of marketers saw webinars as a good source to drive more leads Ebooks, whitepapers, and guides topped the content demand list, but there’s a twist Who’s most likely to demand more content? C-Suite executives vs Senior VPs The magic time window to reach a CEO was… read on to find out “Content & Experience” technology peaked marketers’ purchase interest in March, April, and May Only 8% of respondents across industries said their AI-relevant data are accessible by systems across the organization AI spotlight: Growth rate, front-runners, and content marketing Recent times have increasingly added emphasis on “adding value” and “being at the right place at the right time”. Today’s article shows exactly how these can be achieved through content marketing, a great marketing …

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Only one in five marketers have a strategy in place for optimizing their martech stack

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30-second summary: Ascend2’s Martech Stack Optimization survey asked nearly 300 B2B and B2C marketers how are they addressing the challenge of optimizing their martech stack in 2020. 19% of respondents indicated that they’ve implemented a martech stack strategy, while nearly 60% of respondents are currently working on or developing a strategy. Improving marketing efficiency is the top challenge respondents faced, followed by improving revenue attribution. Data analysis, integrations, and real-time processing are key features that marketers look for when implementing an effective martech stack. Nearly 90% of respondents indicated that they either plan to, or will continue to, invest in their martech stack in the coming year. In January, research-based marketing firm, Ascend2, surveyed nearly 300 marketing professionals to assess how they’re addressing the increasing use of different marketing technologies (martech) within their organizations. The survey, conducted during the week of January 13 th , 2020, was answered by a …

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Brands aren’t using the full slate of available first-party data

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30-second summary: Invoca surveyed 500 B2C marketers within a range of industries, each of whom oversee a budget of over $1 million, to gain insight into how they view first-party data and what they’re using to access and collect data. 90% of respondents are confident or very confident with purchase history data followed by 86% with company website data. Phone call data was lowest on the list of data sources that inspire confidence. Websites were the number one source of data that marketers used to inform digital marketing strategy, followed by mobile apps and purchase history. Just 26% of respondents listed phone call data as a source that informed their digital marketing strategy. Most marketers don’t have a clear vision of how to leverage data across channels. Respondents who use call tracking were more likely than those who didn’t to invest in both online and offline conversations. 92% of respondents …

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Key insights: ClickZ benchmark survey, state of industry M&As, and more

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30-second summary: Board members, C-level, and Director+ level executives from retail and ecommerce, technology, media and publishing, and other businesses participated in our ClickZ and Search Engine Watch: Benchmark survey 2020 29.3% marketing leaders thought their current marketing technology stack is average in terms of achieving their marketing goals 46.3% said their marketing budgets are staying the same, while 28.4% said their marketing budgets are increasing Marketing leaders are planning to increase their marketing technology spends The top six technology marketers want to evaluate and invest in were – Search and social advertising, ecommerce marketing tools, experience building and management Lots more to discover in a quick snapshot We picked the brains of Director+ level executives to bring you juicy data insights on martech spending budgets, the technology they are keen on buying with a further detailed drill-down of each segment. More observations from the industry’s biggest acquisitions in the …

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Five problems with B2B content (and how to fix them)

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30-second summary: Businesses expect a lot from their B2B content, which can make its failures deeply disappointing. There are five common problems that sabotage the effectiveness of your content. They are: focusing on your needs over your audience’s needs, failing to tie it to the buying cycle, inconsistency, poor (or no) management, and the lack of a champion or leader. Each of these top problems is addressed using data from the Content Marketing Institute’s (CMI) 2020 report. The overarching problem with content is that it must be part of a company-wide initiative that leverages internal and external resources, strategy, and intention or you risk creating an asset that does not contribute to company growth. Content is the fuel that powers both inbound and outbound marketing efforts. Whatever form it takes—paid ads, video, images, blog posts, social media posts, case studies, webinars, infographics, whitepapers, eBooks…well, you get the picture—its end goal …

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Key insights: Agile marketing adoption, when data doesn’t sing with CX, opportunities lost, ecommerce rises again

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30-second summary: Finance, health, and high-tech are the most keen on planning agile marketing transformation 38% respondents mentioned that internal silos were a top challenge for delivering great CX Customer experience influenced customers more than it would have 2 years back 50% consumers would switch brands or spend less due to a CX that lacked personalization There’s a huge, yes huge gap in the engagement and send out rates clearly indicating that businesses lost out on opportunities to capture their consumers’ attention Given the ecommerce slump in March, April has seen a 43% thanks to users wanting to make purchases and paid advertising. A lot can happen in a week, and a lot has happened indeed. Our weekly key insights this week brings you an eagle-eye view of the marketing space, across silos in customer experience (CX), agile marketing, and lots more. Data and silos in CX According to content …

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Key Insights: CXO is the new hero of 2020, UK consumer trends, and local SEO strategy

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30-second summary: COVID-19 and world recession eclipse the UK consumer sentiment as McKinsey & Company track a 46% growth in pessimism about their economic recovery The five most positive shifts and how they are here to stay Majority of marketing professionals believed that BAU will return in a year 2020 is the year for perfect vision in terms of CXO (customer experience optimization) How many SEO tools do marketers use? Feed your curiosity and discover more on local SEO and strategies. The COVID-19 waves have brought upon a unique fashion of ebb and flow in the marketing sea. Our key insights continue to reflect the new developments in the face of marketing as 2020 progresses. Pessimism continues to eclipse UK consumers Consumer behavior is a mosaic that has continued to shape up a new abstract in recent months. McKinsey & Company have continually been observing consumer thoughts and trends and …

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Key insights: People prefer COVID-19 sensitive ads, pandemic’s effect on marketing, and the tech thriving right now

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30-second summary: In order to adapt to the “new normal” 24% of people plan to delay large purchases. 42% are planning to cook at home to save money over the next six months. People are spending anything between 3 to 7 hours on social media in a day. Adtaxi survey found that 68% of people find it helpful when ads show regard of the current scenario and 62% know that brands mean well. 42% of market leaders mentioned that their marketing teams lacked the bandwidth to quickly adapt to shifting priorities and create new content. As per Adobe and Fortune’s collaborative survey, cybersecurity will be a top tech priority. Companies using enterprise-level planning and project management tools face comparatively lesser challenges in these taxing times. More details on what’s working and what’s not. As toilet papers and sanitizers remain scarce and people miss elements of regular lives there’s an abundance …

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A guide to the changing role of the modern CMOs

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30-second summary: Domo partnered with global research company Censuswide to conduct a survey of nearly 700 senior marketers across seven international markets to assess the challenges and responsibilities facing modern CMOs. One major finding is that perpetual change in technology, data sources, and media channels is significantly impacting how CMOs do their job. The issue of who owns data—and how to manage it—is clearly a pain point for CMOs. Without any clear idea of who owns the data, managing it becomes a critical challenge, as does gleaning actionable insights from data that can hinder growth. 23% of senior marketers respondents indicated that the C-Suite’s focus on short-term over long-term results was a top communication barrier. Domo’s survey revealed that the data that matters most to marketing leaders is focused more on customer experience versus ROI. 23% of large enterprise organizations are planning to allocate over 40% of their marketing budget …

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Key Insights: Email marketing the titanium of martech, global dips can’t curb strategy, and more

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30-second summary: The World Bank predicts that the global economy will see a 5.2% contraction in global GDP in 2020. This could mark the darkest recession since post-WW II. While CFOs face the reality of revenue drops by 25%, they’re in no mood to focus on their cornflakes In fact, PCW’s CFO pulse survey shows that 50% of CFOs plan to accelerate automation and new ways of working Our Pulse Survey finds that 44% of marketing leaders are maintaining their marketing budgets 42% of marketing leaders are increasing spend on marketing technology Email marketing remains the classic favorite for brands to drive customer engagement, tap into their customers’ minds, and influence customer experience through their inboxes Special focus on industry wise share of email marketing campaigns, region-wise email marketing stats, and the most read email content types The best performing email message was… can you guess it? CFOs’ take on …

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