Remove 2024 Remove Brand Awareness Remove Conversion
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Measuring marketing’s impact: From metrics to growth

Martech

Within marketing, there should be more focus on brand awareness versus driving immediate conversions. Marketing provides content that educates and equips teams with key talking points to drive client conversations. Forging a distinct brand identity, lets companies outshine competitors and capture premium value.

ROI 124
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Stop defending your marketing budget — start proving its value

Martech

Only 24% of CMOs feel confident about their 2024 funding. The “brand awareness” campaigns with no connection to revenue? Her team stopped hiding behind automation and started engaging in real customer conversations. When marketing helps close eight-figure contracts, budget conversations become much easier.

Marketing 128
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How marketing leaders can transform marketing from a support function to a growth driver

Martech

A similar sentiment was echoed at another industry gathering — the 2024 MASB (Marketing Accountability Standards Board) Summer Summit. Too often, marketing leaders focus narrowly on operational KPIs — such as website traffic, social media engagement and lead conversion — without tying these metrics to the larger business objectives.

Marketing 134
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Cookieless Advertising for Automotive Advertisers

Basis

After not one, but two delays, Google pivoted yet again in 2024 when it announced it would no longer deprecate third-party cookies in Chrome. Advertisers should also reprioritize brand lift studies and cookieless conversion attribution tools to assist on the attribution side.

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Balancing Performance with Brand in Uncertain Times

Basis

And as those budgets come under increased scrutiny, marketing leaders will once again come face to face with that age old conundrum: How to allocate spending between brand awareness and performance. It’s understandable for brands to focus more on performance when consumers pull back on spending for extended periods of time.

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Why marketing must reclaim GTM design in the age of AI

Martech

Why generic outreach fails in enterprise GTM According to the 2024 LinkedIn-Edelman B2B Thought Leadership Impact Report : 71% of decision-makers say that poorly targeted sales outreach can damage their perception of a brand. Marketing must govern how it is deployed across revenue teams to ensure quality, coherence and brand integrity.

Marketing 106
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Expert Roundtable: The Trends That Will Shape Advertising in 2025

Basis

From the debut of the industry's first fully AI-generated commercials to yet another dramatic pivot in Google’s cookie deprecation timeline, 2024 brought some transformative changes to the advertising industry. For example, in the search space, budgets once focused solely on bottom-funnel KPIs can now support broader brand-building goals.