Marketing technology solutions have changed the way marketing organizations are run, and the dynamic between CMOs and CIOs has changed as a result. It's more important than ever for these executives to understand one another's wants and needs to achieve the common goal of driving revenue.
Total global spending on advertising for 2015 is predicted to slow, according to reports from eMarketer and ZenithOptimedia.
New projections from ZenithOptimedia anticipate global ad budgets to increase by 4 percent this year to $554 billion, which is down a bit from its projection of 4.2 percent from three months ago. Regionally, North America, Western Europe and Japan will lead global advertising spending growth in 2015 for the first time in nine years.
As millennials assume a larger role in B2B purchasing decisions, it's on B2B marketers to be able to convey their messages in a way that hits home with this generation. Whether that means reaching them with the right kinds of messages or on the right channels, marketers need to be aware that the game is changing with this new target audience.
Curalate CMO Matt Langie told Marketing Dive that millennials are much more aware of when they are being marketed to than past generations, and that has a big impact on how B2B marketers should approach this audience.
"Marketers should keep in mind that these consumers don't want to be marketed to; they want to be engaged," Langie told Marketing Dive. "To effectively reach millennials, brands need to publish compelling, interesting creative that educates and/or entertains this demographic. And they need to make it easy to take action on that content, should it pique their interest."
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Google this week announced the launch of Google Accelerated Mobile Pages (AMP), an offering aimed at loading content more quickly on mobile devices that will go up against Facebook's Instant Articles and Apple's News app.
Facebook's Lead Ads offering that launched earlier this year is now available to everyone, giving marketers the ability to directly integrate Facebook data with CRM partners including Salesforce, Marketo, Eloqua, Sailthru, Maropost and Driftrock.
Verizon will be merging its mobile customer data with AOL in a move that may confirm what many believed to be a driving factor behind Verizon's acquisition of AOL earlier this year.
While B2B marketing and sales teams recognize the importance of communication and working together, getting the two sides to work in a cohesive way has proven to be a challenge, according to a new study on sales enablement from Heinz Marketing and Highspot.
Video marketing and analytics company Vidyard has acquired video personalization platform Switch Merge and announced a new one-on-one video personalization solution.