OnBrand

State of Branding

OnBrand / Branding Report / Magazine

The OnBrand Magazine State of Branding report documents how brand marketing is evolving in a consumer-centric, digital age. We surveyed 562 global brand managers and CMOs on the challenges they face, their priorities for the new year, and their approach to technology.

Insight #1

New customer acquisition is the top marketing priority for 2017.

OnBrand / Branding Report / Magazine

We asked marketers which marketing priority will be their organization's main focus in 2017. New customer acquisition dominated the responses, followed by brand awareness and customer experience.

Which marketing priority will be your organization’s main focus in 2017?
34 % 21 % 19 % 9 % 8 % 6 % 2 % 1 % NEW CUSTOMER ACQUISITION BRAND AWARENESS CUSTOMER EXPERIENCE CUSTOMER EVANGELISM ENGAGEMENT CUSTOMER RETENTION OTHER SHARE OF VOICE

Insight #2

Building audiences is more valuable than direct sales for over 70% of marketers.

OnBrand / Branding Report / Magazine

When we asked marketers if their brand marketing focuses on building audiences, 72% agreed. This only confirms that in today’s digital landscape where consumers are blocking ads and choosing what to engage with, brands need to earn their attention.

Our company’s brand marketing focuses on building audiences.
STRONGLY AGREE STRONGLY DISAGREE DISAGREE INDIFFERENT AGREE 48 % 24 % 14 % 9 % 4 %

Insight #3

Customer experience tools will be 
a major investment for marketers in 2017.

OnBrand / Branding Report / Magazine

With customer experience being one of the top three marketing priorities for 2017, it’s not surprising to see that 45% of our respondents will invest in customer experience tools this year, compared to the 34% who currently invest in them.

Which marketing tools will your organization invest in, in 2017?
SOCIAL MEDIA MONITORING MARKETING ANALYTICS CUSTOMER EXPERIENCE TOOLS CONTENT MANAGEMENT SYSTEMS DAM / BRANDING AUTOMATION MARKETING AUTOMATION BRAND GUIDELINES OTHER 49 % 58 % 45 % 43 % 40 % 38 % 38 % 8 %

Insight #4

Marketers will not be investing in new technologies
 such as virtual reality, despite recognizing their value.

OnBrand / Branding Report / Magazine

Virtual reality, augmented reality and chatbots dominated the trend reports last year. However, a clear majority of our respondents stated that they would not be investing in new technologies for marketing purposes in 2017.