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Research Shows Brands Are Opting for More Efficient Marketing

Brands are always on the lookout for new and better ways to conduct their marketing campaigns, and a new report from Emplifi sought to understand what modifications brands are currently trying to make. This study took a close look at where marketing priorities lie for brands.

The results are quite interesting because of the fact that this is the sort of thing that could potentially end up revealing what direction they might be headed in. First things first, 83% of brands are looking to make their marketing campaigns more efficient. It is a top priority for 37% of brands, and that can help them get a wider reach for their ads than might have been the case otherwise.


With all of that having been said and now out of the way, it is important to note that a similar proportion of marketers, or 82% to be precise, are trying to improve customer satisfaction. They will be paying attention to their CSAT scores to see how well they are doing. What’s more, this is a top priority for a far larger proportion of marketers than improving efficiency, with around 49% referring to it as a high priority.

Another area where marketers are trying to make some changes is in the technology they use to obtain insights regarding their customers. 78% plan to purchase new tech that can improve insight capabilities, and 47% said that they have given this high priority status. This new tech includes live video for shopping.

In spite of the fact that this is the case, there are some roadblocks stopping marketers from achieving all of their goals. Perhaps the biggest roadblock of all is the constant changes that can occur when it comes to consumer demands. 73% of marketers cited this as the most significant obstacle that they need to surmount.

72% also said that inflation was making things harder than they need to be. Pressure from competitors, disruptions to the supply chain as well as sudden reputational risks were cited by 66%, 64% and 62% of marketers respectively with all things having been considered and taken into account.

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