Marcomm economics have reached a breaking point: advertising costs are soaring – up 40% on average – while reach is plummeting. Brands are spending a lot more to get a lot less. As a result, concerned marketers are reviewing their advertising spend. In fact, more spend is being questioned now than in the last three years combined.  Marketing leaders are testing new technologies, new channels, and new ways to catch consumers’ attention. But all this comes at a price. Experimenting with new media is risky, expensive, and it can be hard to get consensus among internal stakeholders. We analyzed over 250 marcomm initiatives from around the world to see what sets the best campaigns apart.

With the exponential growth of internet marketing and online advertising, the customer’s journey to making a purchase has grown longer, often including a mrylad of touch  points along the way. Whether they begin with a direct search or visit a website via a paid advertisement, the modern shopper takes far more time to explore their options and do their research before buying.

Lets take a closer look at three common stages of today’s buying journey and solutions for effectively managing each one.

75% of today’s S&P 500 companies will be replaced by 2027. It’s a tenuous time to be a marketing leader. And many of the strategies that have worked in the past are no longer relevant.

We partnered with top marketers from the world’s biggest companies to understand how they’re adapting to this new world and rewiring their organizations. In this whitepaper, you’ll learn how companies like Microsoft, LVMH, and IBM are approaching digital transformation.

More people own smartphones than ever before and they’re using them more often too. This makes a mobile marketing strategy crucial for any interactive marketer. Yet today we find that although mobile budgets are beginning to increase, the majority of interactive marketers are just starting to experiment, and many still treat mobile phones as mini-PCs. This report explains how marketers at each phase of mobile marketing evolution should craft successful mobile campaigns by hewing to three key principles: immediacy, simplicity, and context.

Your social advertising program is up and running – with some successes as well as some “learning experiences.” You have a few different platforms under your belt, you’re on top of your KPIs, and your customers are responding well to your creative. Maybe you’re working with an agency (or agencies) to help with placement, optimization, or analytics.

But you can tell there are inefficiencies in your organization, and you’re ready to start identifying and addressing them. In fact, you’re eager to step up your game and take your social advertising to the next level.

If this sounds familiar, you’ve come to the right place. Download our comprehensive guide to find out how to define and drive value through social advertising.

The Association of National Advertisers revealed in an independent study that several agency powerhouses were marking up media inventory 30-90% on top of the fees they were already charging. These practices combined with highly publicized data breaches have contributed to an increasingly contentious environment surrounding agencies and the brands they work with directly.

This white paper examines how brand marketers and corporate teams can identify potentially harmful practices undertaken by their vendors, while also offering tips for brands and franchisees to make sure they’re getting the most value out of their agency partnerships.

Key Takeaways Include:

• Identifying Non-Transparent Marketing Fees
• Tips for Assessing the Value of Your Marketing

According to eMarketer, digital marketers have a “love affair with data,” and are planning to increase spending and usage in data-driven marketing strategies. Data helps marketers make more informed decisions about their most receptive audiences, so it should come as no surprise that 75% of B2B marketers currently leverage data to inform their digital advertising strategy, according to a new study.

To shed some light on one of the hottest topics in advertising, Dun & Bradstreet surveyed over 100 B2B marketers, gathering their opinions and plans for programmatic and beyond. See the results by downloading our research study.

It’s time to look ahead. We have outlined 5 predictions that we believe marketers should be preparing for in the next 5 years. In this whitepaper, we’ll cover how:

• Blockchain will become a greater core component of marketing.
• Display advertising as we know it will finally die.
• Cross-device identification will become a necessary part of omnichannel marketing.
• Voice re-emerges as a distinct channel and internet interface.
• All marketing will be done in real time.

If you are responsible for online advertising, this report is going to change the way you look at your banner ads forever. It did for us. But, step one on the road to this transformation was deciding exactly what to measure.

Download this whitepaper to learn about a new measurement approach that proves banner ads boost offline sales.

Digital marketing. You hear it everywhere. As you and all your competitors know, it’s:
A marketing approach that leverages online channels like email, websites, social media, and display advertising to deliver content that influences opinions and sells products and services.

But to effectively execute a digital marketing strategy, you’ll need a marketing automation system that can follow a customer’s lead around the web and offer the best recommendations at the best times to deliver a more relevant “1-to-you” customer experience.