How to Conduct Brand Positioning Research for a High-Impact Marketing Strategy

Brand positioning research helps businesses understand how their brand fits into the market and how it is perceived by B2B clients. This research provides valuable insights into market demands and customer behaviors, allowing businesses to stand out from competitors.

By conducting brand positioning research, businesses can understand their target audience's needs, identify opportunities, and build strong connections with consumers. This research also helps businesses strengthen their brand's long-term value by keeping it relevant as trends shift.

To conduct effective brand positioning research, businesses should define their target audience, identify their unique value proposition, and gather feedback through customer surveys and focus groups. It is also important to analyze market trends and evaluate competitor positioning to formulate a strong positioning strategy.

How to Expand Your Marketing Channels Beyond Email: A 'Crawl, Walk, Run' Approach

If you've landed on this article, you're probably worried about your email marketing. Perhaps you're doing everything "right"—following best-practices, considering email deliverability, and creating engaging content—but you're still not cracking the inbox. You're not alone. It's harder than ever for B2B and B2C marketers to reach their prospects and customers through email.

Rather than over-relying on email, marketers should use their marketing automation platform to reach their audiences in new and better ways. The crawl, walk, run approach outlined in this article will help you slowly diversify beyond email so you can test as you go and avoid overwhelm.

When email isn't bringing the returns you hope for, a first step to diversifying your efforts is to implement on-site or in-app popups. Popups are widgets that appear on-screen to prompt a visitor to take an action. Depending on your product or service, you can experiment with different types of popups. Generally, popups have an image, eye-catching copy, and a CTA button or short form. They can be very effective when used correctly.

The Slow But Steady Increase in Podcast Ad Spend

According to recent research from WARC, global podcast ad spend is expected to reach $5 billion by 2025.

The forecasted growth for podcast ad spend is slower compared to other emerging channels, such as retail media, CTV, and DOOH.

The United States accounts for almost half of the global podcast ad spend, with podcasts becoming a central source for cultural and political discourse.

Quality Matters: The Real Impact of Data Accuracy

Importance of Data Quality Data quality is crucial for effective marketing. Metrics such as third-party validations, match rates, and accuracy scores help assess data quality. However, organizations often struggle to connect high-quality data to real-world business outcomes. Tradeoffs of Accuracy Marketers prioritize broad reach over precision, leading to decisions driven by short-term gains. Cheaper data solutions often result in higher long-term costs due to inefficiencies and waste. Mistargeted impressions and incorrect targeting can lead to wasted resources and missed opportunities for engagement. Investing in accurate data is worth the premium for successful campaigns.

Are Marketers Ready to Adapt Their Search Strategies for Generative AI?

Many senior marketers are not prepared for generative AI search platforms and assistants. Botify surveyed 300 marketing leaders to learn about their challenges and concerns.

52% of respondents are somewhat prepared to optimize their brand visibility for generative AI search platforms and assistants. They are interested in understanding the advantages and impact on customer acquisition.

Data privacy concerns and understanding the technology are top challenges for marketing leaders developing strategies for generative AI platforms and assistants. The report is based on a survey of 300 marketing leaders.