Merely 6% of worldwide marketers utilize consumer insights for their products and brands.
While many brands claim to put the consumer first, very few actually do. Braze’s 2024 Customer Engagement Review shows that only 24% of global firms are mapping customer behavior and sentiment. Even worse, only 6% of companies use consumer insights in their brand and product strategy. As VP of strategic consultancy Mariam Asmar told MarTech, […]
Strategies for Increased Representation in Marketing
Since the 1980s, Fortune 500 firms have been diversifying their marketing teams and campaigns, according to research from Penn State University. Even so, less than half of businesses have formal strategies or policies in place to enhance their DEI (diversity, equity, and inclusion) practices more than 40 years later. A successful marketing team and enterprise-wide […]
The strategic significance of marketing increases with influence
According to Marketing Week’s 2024 Career & Salary Survey, businesses are starting to recognize marketing’s strategic aptitude. Among the nearly 3,000 respondents, more than a third (35%) said that throughout the previous year, marketing has taken on a more strategic role inside their company. A third of marketers employed by SMEs (fewer than 250 people) […]
Retail sales surpass inflation even though consumer confidence is “fragile.”
For the first time in more than two years, retail sales in March rose above the headline rate of inflation, according to data from the British Retail Consortium (BRC). In the five weeks leading up to March 30, total retail sales in the UK increased 3.5% year over year. The three-month average of 2.1% and […]
How “strategic alignment” is assisting business-to-business marketers in reducing sales friction
Sales and marketing can have a close working relationship that is full of opportunities for growth as well as tense moments with accountability and priorities. The dynamic can get even more complex in business-to-business transactions, when marketing is frequently seen as supporting the sales role. Maintaining both roles’ alignment requires striking a balance between cooperation […]
How a legacy legal firm’s success was enhanced by its embrace of marketing
For the legal company Addleshaw Goddard, it may have taken almost 250 years, but it has been well worth the wait to completely embrace marketing. The company had never before employed a head of marketing, launched a brand campaign, or even had marketing analytics in place before 2019. When entrusted with overhauling the firm’s marketing […]