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Content Marketing Institute (CMI) | Hightail | MarketingProfs
Data is from the October 2016 Content Marketing Institute (CMI) and MarketingProfs report titled "B2C Content Marketing: 2017 Benchmarks, Budgets, and Trends—North America" sponsored by Hightail. 480 B2C marketers in North America were surveyed online during July-August 2016. Respondents were from companies that sell products/services to consumers (31%) and companies that sell to both consumers and businesses (69%). Respondents identified their job title/function as consultant (5%), content creation/management (16%), corporate management such as owner/president/CEO/CMO (21%), general management (6%), marketing/advertising/communications/PR management (38%), marketing staff/support (7%) and other (7%). Respondents identified the number of employees at their company as fewer than 10 (28%), 10-99 (22%), 100-999 (23%) and 1,000+ (27%). Respondents identified their industry classification as agency such as advertising, digital marketing, content marketing, PR and marketing communications (14%), banking/accounting/financial (8%), consulting (6%), healthcare/medical/pharmaceuticals (6%), manufacturing (6%), retail trade/distribution (11%), technology (6%) and other (43%).
Criteria that Influence US Ad/Marketing Professionals to Purchase from a Data Management Platform (DMP), Jan 2018 (index*)
Expected Change in US SMB Ad Spending, by Media/Format, Jan 2018 (% of respondents)
Percent of Ad/Marketing Budget Allocated to Traditional* vs. Nontraditional** Agencies According to US Senior Marketers, Oct 2017 (% of respondents)
Current vs. Planned* Allocation of Digital Ad/Marketing Budget to Software/In-House Automation According to US Senior Marketers, Oct 2017 (% of respondents)
Expected Change in 2018 Digital vs. Total Ad/Marketing Budget According to US Senior Marketers (% of respondents)
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