the 2018
State of Branding
report


What are the 5 trends set to

dominate the industry in 2018?

Welcome to 2018 State of Branding report.

Welcome to Bynder and OnBrand’s 2018 State of Branding Report. Together with Survata, we interviewed 504 marketing decision makers on their goals, challenges, and priorities for the new year. Our report will provide you with an in-depth look at the current state of brand marketing and give you a glimpse of where it’s heading in the future.

Leave your email to get the full report.

Key finding 1

Brands want to personalize but struggle to find the right tech


89% of marketers want to create engaging brand experiences, but 90% struggle to identify the right technologies to serve as an extension of their brand.

90%
37%
32%
28%
8%
What are the top challenges of incorporating new technologies into your brand strategy?
90%

Identifying the right technologies to serve as an extension of our brand

37%

Securing enough budget

32%

Bringing innovations to market before competitors

28%

Internal adoption

8%

No challenges

Key finding 2

Voice assistants dominate tech investments


40% of marketing decision makers will invest in voice assistants in 2018, developing integrations that run through platforms such as Facebook, Alexa, and Siri.

11% 25% 40% 24% 37% 33% 23% 34% 68% 26% 9%
Which of the following technologies will you invest in for marketing purposes in 2018?
11%

Beacon technology

25%

Chatbots

40%

Voice assistants

24%

Augmented reality

37%

Virtual reality

33%

360 video

23%

Biometrics technology

34%

Artificial intelligence

68%

Mobile apps

26%

Wearable apps

9%

None of the above

Key finding 3

Influencer marketing is still hot


While the jury is still out on the effectiveness of influencer marketing, 79% of marketing decision makers will invest in influencer marketing this year.

43%
14%
22%
7%
14%
Will you be investing in influencer marketing in 2018?
43%

Yes, we plan to invest more than we did in 2017

14%

Yes, but we plan to invest less than we did in 2017

22%

Yes, we did not invest in influencer marketing in 2017, but will be in 2018

7%

No, we do not intend on investing in 2018 even though we did in 2017

14%

No, we’ve never invested in influencer marketing, and do not plan to in 2018

<
Key finding 4

Brand activism is on the rise


79% of respondents say that social and cultural issues will play a significant role in their branding and marketing strategy in 2018.

79%

9%

12%
How significant of a role will social / cultural issues play in your branding and marketing strategy for 2018?
79%

More of role than in 2017

9%

Less of a role than in 2017

12%

We don't incorporate social / cultural issues in our marketing

Key finding 5

Marketing teams are hiring more tech talent


With customer experience being a top marketing priority in 2018, 53% of marketing managers will be hiring technical talent such as experience designers and developers.

53%
55%
34%
9%
Which of the following marketing team roles is your company investing in for 2018?
53%

Technical talent (developers, UX designers, etc.)

55%

Creative talent (videographers, designers, copywriters, etc.)

34%

Data scientists

9%

None of the above

Access the full data.

Leave your email to get the full report.