WaveForms bets on emotionally aware chatbots to transform customer service, but overcoming widespread user distrust of AI interactions may be its toughest challenge.

Reach is the most popular metric for measuring the success of influencer marketing programs among US enterprise marketers, per a Linqia study.

Brands can maximize efficiency by targeting Hispanic consumers: The highly diverse demographic reports high brand recall and positive association with sports.

B2B digital ad spending is expected to rebound in 2024. Trends in B2B buying behavior, programmatic advertising, and AI use are contributing to the shift in spending toward display, mobile, social media, and video.

Adding to its suite of customization tools, the use of AI could help enhance subscriber interest amid price hikes and provide personalized music suggestions.

Young consumers’ habit of regularly checking companies’ and apps’ reviews creates a valuable opportunity to build relationships.

Why marketers should experiment with CTV ad formats: Interactivity and advanced targeting help improve ad relevancy and user experience.

To truly change consumers’ financial behaviors for the better, personal finance management tools must take human nature into account and lean on AI to become predictive, proactive, and prescriptive. We look at why banks will also benefit.

Video marketing is essential for B2B success. From short-form social media videos to AI-driven content, this report explores strategies, platforms, and innovations shaping B2B video marketing in 2024.

Total media time is holding steady in Germany, thanks to traditional media’s dominance and growing digital usage. The balance won’t tip toward digital within our forecast horizon, but this shift is inevitable.

Total media time spent is falling slowly in France—it won’t drop below pre-pandemic levels until 2026. Meanwhile, digital’s proportion of total media time is gaining as traditional media falls out of favor.

Total media time is on a steady slide in the UK. By 2026, it will drop to below 10 hours per day, the lowest level in a decade. Digital media—particularly digital and social video—is picking up some of the slack, but it won’t halt the decline.

Social media is crucial for B2B marketing success. In 2024, B2B marketers are embracing influencer marketing and video, integrating AI, and focusing on the importance of authenticity. B2B marketers can gain insights for enhancing brand awareness, optimizing campaigns, and building meaningful connections with target audiences.

Explore the benefits of B2B loyalty programs that generate 32% more long-term clients. Find out how personalized rewards and strategic value can strengthen your customer relationships and drive repeat business.

Banks cannot meaningfully engage consumers without using social media, but it’s exposing them to more potential brand damage than ever. They must understand emerging risks and prepare to combat them.

YouTube is the best platform for ad engagement, but others are rising: Our Industry KPI data found that YouTube, X, and podcasts delivered the strongest attention metrics.

B2B email marketing is already ingrained with AI technology. But marketers still need to overcome challenges, adopt innovative strategies, and embrace this technology as a helpful and increasingly essential tool.

US B2B ecommerce growth is outpacing B2B product and electronic sales growth—but at a slow rate. Buyers’ preference for third-party marketplaces (e.g., Amazon Business) is fueling growth, pushing sellers to consider ecommerce solutions and third-party platforms to reach buyers and meet their procurement expectations.

US B2B martech spending growth will slow due to economic uncertainties and tighter budgets, prompting marketers to optimize their tech stacks for ROI.