The Insight Tracker provides an innovative way to explore and navigate the report content based on what is most engaging the Branding Forward community. See what’s trending, piquing interest and driving the most spirited discussion.
Social media trinity of content-based marketing, corporate social media policies, and social media-based customer service had greatest familiarity.
How important is it to create a corporate 'test and learn' culture that fosters the adoption of innovative marketing concepts balanced with thoughtful ROI measurement?
Opening up the brand development process viewed as most challenging initiatives to implement effectively.
Q29 If you suddenly discovered your marketing budget had doubled, where would you spend the money? Please rank the following using 1 for highest priority and 10 for lowest priority.
Q20 Which side of the polarizing debate best reflects your opinion?
What is the best way to constructively open up the branding development process to a broader range of internal and external influences?
Social media and personalized experience having greatest impact on world of branding and marketing.
Provable ROI, increasing competition, and media fragmentatiow have significant impact on the world of branding and marketing.
Q25 Top three priorities for your/your clientâ€™s organization?
Number of polarizing debates as clients and agencies seek fresh paths and new approaches.
As the entirety of the user experience figures more prominently in branding thinking, how will 'campaigns' come to be defined?
Is the core notion of the creative 'big idea' undergoing transformative change? What will it become? How will it be defined? Who will create it?
Q21 Rate the impact these trends are having on the marketing world and on your/your clientâ€™s organization.
Q22 Rank the impact the following are having on the marketing world.
Q23 Which three of the following are having the biggest impact on your/your clientâ€™s long-term strategy?
Focusing on the entirety of the user experience has the greatest impact on long-term strategy for customer-driven and product-driven companies.
Q26. Rate the degree of difficulty of implementing each of the following brand building initiatives.
Strategic and creative skills valued most when selecting an ideal agency partner.
Q28 How interested are you in trying each of the following? And if you have tried it, what's your assessment of the initiative's impact?
Online content development heads list of investment priorities.
A split can be observed when it comes to whether or not the answer lies in opening up the decision-making process.
Clients significantly more likely than agencies to believe in the importance of controlling the branding message as much as possible.
Agencies more likely than clients to believe the rise of social media and media fragmentation will have a high degree of impact on their organization.
Agencies more likely than clients to believe that holistic brand thinking, staying on top of latest marketing innovations have the biggest impact on long-term strategies.
Clients more likely to believe that improving internal collaboration is a key long-term strategy priority.
Agencies place greater priority than clients, on the need to think and act upon branding issues more holistically.
Clients more likely to prioritize developing and maintaining ongoing customer relationships.
What is the ideal creative development and approval process as clients move from centralized campaigns to approaches based more on many smaller ideas rolled out in real time?
As media fragmentation continues to accelerate, what will be some of the unexpected consequences?
What does the integration of social media and personalized experiences look like?
How to best combine the strengths of a traditional integrated agency with the growing client preference for best-in-class specialists?
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