Document | Title | TC | Average TC per year | Normalized TC |
---|---|---|---|---|
Literature review as a research methodology: an overview and guidelines | 1,872 | 374.40 | 4.13 | |
(2021) | How to conduct a bibliometric analysis: an overview and guidelines | 1,221 | 407.00 | 2.31 |
(2020) | Assessing measurement model quality in PLS-SEM using confirmatory composite analysis | 1,103 | 275.75 | 2.66 |
Tourism and COVID-19: impacts and implications for advancing and resetting industry and research | 977 | 244.25 | 2.35 | |
(2019) | Predictive model assessment in PLS-SEM: guidelines for using PLSpredict | 913 | 182.60 | 2.01 |
(2021) | Digital transformation: a multidisciplinary reflection and research agenda. | 758 | 252.67 | 1.44 |
(2019) | How to specify, estimate, and validate higher-order constructs in PLS-SEM | 728 | 145.60 | 1.61 |
(2019) | Artificial intelligence for decision making in the era of big data – evolution, challenges and research agenda | 724 | 144.80 | 1.60 |
Impact of covid-19 on consumer behavior: will the old habits return or die? | 716 | 179.00 | 1.73 | |
The rise of motivational information systems: a review of gamification research | 639 | 127.80 | 1.41 |
Source impact
Journal | No. of articles | Scopus quartile | SJR | TC |
---|---|---|---|---|
26 | Q1 | 4.91 | 10,008 | |
22 | Q1 | 2.90 | 12,265 | |
6 | Q1 | 2.54 | 1,875 | |
4 | Q1 | 3.43 | 1,376 | |
4 | Q1 | 2.48 | 1,706 | |
4 | Q1 | 6.02 | 1,220 | |
4 | Q1 | 6.25 | 1,850 | |
3 | Q1 | 1.63 | 1,769 | |
3 | Q1 | 2.66 | 984 | |
3 | Q1 | 10.8 | 1,120 |
Authors | Topical focus | No. of articles | Fractionalized frequency | Total citations | -Index | -Index | -Index |
---|---|---|---|---|---|---|---|
Dwivedi YK | Digital innovation | 7 | 1.16 | 3,361 | 7 | 7 | 1.17 |
Hair JF | Multivariate analysis | 5 | 1.18 | 3,615 | 5 | 5 | 0.83 |
Hughes DL | Artificial intelligence | 5 | 0.57 | 2,305 | 5 | 5 | 1.00 |
Ringle CM | Data and business analytics | 4 | 0.84 | 2,512 | 4 | 4 | 0.67 |
Sarstedt M | Structural equation modeling | 4 | 0.84 | 2,512 | 4 | 4 | 0.67 |
Co-occurrence topics and future research avenues
Current research trends | Future research questions |
---|---|
Brown cluster – AI (e.g. , 2019; , 2020; , 2021) | |
Blue cluster – Covid-19 (e.g. ; ; , 2021) | |
Red cluster – bibliometric analysis (e.g. , 2018; ; , 2021) | |
Purple cluster – social media (e.g. ; , 2018; ) | |
Orange cluster – live streaming (e.g. , 2019; ) | |
Green cluster – Blockchain (e.g. , 2018; ; ) |
Potential research gaps | Future research questions |
---|---|
Data-driven marketing: to explore the potential of data-driven marketing by leveraging deep learning, AI and IoT technologies to enhance marketing practices, optimize customer targeting and improve overall business performance in the digital era | |
Environmental sustainability: to investigate the potential of using neuromarketing techniques, gamification and mixed reality to promote sustainable consumption practices | |
Mass personalization: to investigate how personalization of customers’ experiences can be enhanced and implemented responsibly and ethically | |
Wearable technology: to investigate how wearable technologies can foster deeper connections between consumers and brands |
IoT = Internet of things
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Paulo Rita’s work was supported by national funds through FCT (Fundação para a Ciência e a Tecnologia), under the project – UIDB/04152/2020 – Centro de Investigação em Gestão de Informação (MagIC)/NOVA IMS.
Since submission of this article, the following authors have updated their affiliations: Ricardo Ramos is at Technology and Management School of Oliveira do Hospital, Polytechnic Institute of Coimbra, Oliveira do Hospital, Portugal; ISTAR, Instituto Universitário de Lisboa (ISCTE-IUL), Lisboa, Portugal; Centre Bio R&D Unit, Association BLC3 – Tecnology and Innovation Campus, Oliveira do Hospital, Portugal; Paulo Rita is at NOVA Information Management School (NOVA IMS), Universidade NOVA de Lisboa, Lisboa, Portugal; and Celeste Vong is at NOVA Information Management School (NOVA IMS), Universidade NOVA de Lisboa, Lisboa, Portugal.
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Marketing is an essential sphere of the modern world and is, therefore, subject to intense research. The good news for researchers is that with this flood of data, writing a research paper should be easier. The bad news, however, is that with so much data, decision-making may not be so straightforward. Therefore, you have to choose the right marketing topics among this many options.
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Choosing marketing topics for your research may put you in a somewhat confusing situation. Although they are difficult to find, they needn’t be! Hence, this article focuses on hot marketing topics to write about. With our list of hot topics in marketing, you’ll not doubt as to where to focus and what topics to choose.
From marketing paper topics to marketing blog topics, we have got you covered! Here are 120 marketing topics just for you!
Are you into any kind of marketing research, or do you need some marketing essay topics for a college assignment? Then relax! We refuse to leave you out in the dark. With our marketing topics for research, you’ll be on top of your game. No bluffing – these marketing topics for research paper spans all forms of education. What do I mean? These marketing topics cover some marketing thesis topics, marketing dissertation topics, and marketing research topics for college students! Also, you can easily get qualified marketing thesis help from our experts. Are you ready for the list of marketing research topics? Let’s delve right in!
Social media marketing is no longer a new marketing concept. Many companies now use diverse social media platforms for marketing their brands and influencing people into getting hooked on their products or services. Here are some social media marketing topics that many companies will find interesting.
Sports marketing is a trendy type of marketing. Here are some sports marketing research topics you should consider.
Marketing is one of the strings that hold the modern world together. Here are some international marketing topics that will dig deeper into global marketing and interest most readers.
Although most brands use content marketing, many are not good at it because it makes your business vulnerable. Marketers put their thoughts and ideas on the line hoping to see a good response. Here are some content marketing topics to help you study brands that got their content marketing right!
Controversial marketing puts brands in the spotlight. These ads do pay off! Here are some controversial marketing topics for brands that made famous controversial marketing ads.
Digital marketing is rapidly growing, influencing millions of people across the world. Here are five digital marketing topics and digital marketing blog topics you should consider.
Need to give a presentation on marketing? These five marketing presentation topics will enthrall your listeners!
Starting a business without a marketing plan could be suicidal. These marketing plan topics will help you preach the importance and place of marketing plans in the business world.
Trends! Trends! Trends! Here are some trending marketing topics that almost everyone will find interesting!
Though there are several marketing strategies, they differ in the way that marketers employ them. If you are looking for interesting marketing strategies that you will use to impress your lecturer, here is a list of options to use.
Choosing a marketing topic idea for an essay can be overwhelming. However, to help you out, here are some ideas you can use to impress your lecturer.
So here we are! 120 marketing topics! Make your pick of the marketing topics you find workable or check out our business topics . Good luck with your work!
Marketing has developed into a massive industry with various specialized sectors. It is a broad field of study that includes different sectors of marketing. In the current era, marketing encompasses digital marketing, and, along with digital and traditional marketing, it is associated with various other marketing branches. Understandably, you feel speculative in this challenging position. After all, finding relevant marketing research topics is not that easy for most students.
When you write a research paper on marketing, you have to prove that you can systematically articulate your thoughts, find appropriate sources of information, and analyze data accordingly. But do not forget that this is only possible if you have a relevant research topic in marketing. In such a situation, we have got you covered!
This article will find some non-trivial and equally unique marketing research topics. We included topics on every possible marketing niche because we wanted topics from every niche.
Table of Contents
Before you begin sifting through the offered marketing topics, we suggest you first become acquainted with the selection procedure. The upcoming research paper will discuss your hard work, efforts, and skills. So, the research topic should also be about something that interests you. Take your time. Start researching certain research areas. So, for starters, brainstorm different marketing fields for which you wouldn’t mind delving deeper into the details.
Nowadays, with marketing getting widespread, there are many marketing fields to accommodate your research. Analyze different marketing branches and then think about what fascinates you the most. Next, narrow those lists and start researching more about those topics. Just because marketing is complex doesn’t mean you must be stuck swimming in executive suite jargon to try to make sense of it. We are sure that in the end, you will come up with something extravagantly interesting and unique simultaneously.
Reading and writing come with a few terms and conditions, and the most important is that the topic must be fascinating . So, the initial step would be to sit and jot down topics in marketing that you’re interested in. When you are interested in something, you automatically become passionate about that field of study. It will constantly motivate you to dig deeper and find relevant sources to support your research theories.
Remember, a research paper is not a comprehensive narrative that can be dragged out indefinitely. A lot of research and hard work are required to draught a successful research paper. It is more than just assignment writing , which we used to do in high school. So, ensure that your research topic concludes with practical data and information. Conduct thorough research to make sure you can go a long way to providing comprehensive research about your topic. Enumerate a list of credible sources to support your hypothesis and arguments.
When you start browsing for “marketing topics for research,” you will get a whole list of Scholarly Ideas Based On Such Topics. Scrolling Through Those Lists Would Be The Best Approach For you. There are hundreds of possible themes for your paper, and you’ll undoubtedly find at least a handful that intrigues you.
When you have compiled a few marketing topics, your next step will be narrowing them down. See if the following research topics consist of enough credible sources or not. For successful research, it is essential to choose a topic that will create an impact in your prescribed field. So select a research field that has never been invested in before or at least something in which you can show a whole new perspective.
Topics that have been well examined will give you many references for blackening your arguments. To make your contribution to the discipline, look for research elements that have yet to be thoroughly investigated.
We understand finding marketing topics for research can be a tough job to handle. After all, marketing is such a vast field that sometimes deciding what topic you want to work on can be challenging. In such cases, we have enumerated a list of marketing topics to help you frame an excellent research paper.
We have classified these topics into different sections, which can help you choose according to your field of interest. Explore these lists of hot marketing research topics to ensure you select a topic that piques your interest.
Marketing goods and services for personal consumption refers to consumer marketing. Or at least this is the first thing that pops up in our minds. Similarly, consumer behavior refers to studying consumers’ behavioral changes or individuals associated with a purchase.
The following topics are intended to be diverse, fascinating, and captivating for your marketing research. Have a look at them and select whatever suits you the best.
Read Also –
In this digital age, digital marketing is undoubtedly becoming the most crucial aspect of the marketing world. If you are interested in digital marketing, the following juicy digital marketing research topics might guide you in the right direction.
Every firm, either new or established, requires a well-defined distribution channel for distributing its products or goods to customers. Have a look at these top-notch topics for your marketing assignment writing :
In this digital era, more than one-fourth of the population is connected to some social media platform. Here are some suggestions for marketing research questions or topics regarding social marketing.
Sports marketing is a substantial source of revenue, which is why research in this field is essential for different researchers. Here are some sport marketing ideas for you to examine.
With the constant evolution in digital marketing, there has also been a significant boost in content marketing. In recent years, many students have used content marketing as their MBA dissertation topics . Let’s have a look at some excellent content marketing topics:
Print media is the most traditional and fundamental alternative for public communication. You can use print media research topics as your marketing project topics or dissertation topics. Let’s have a look at the following print marketing research topics that can be valuable for you:
Relationship marketing is a Client Relationship Management (CRM) approach that focuses on customer retention, satisfaction, and lifetime value. Here is a list of some unique relationship marketing project topics for you:
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Non-profit marketing is continuously increasing day by day. In the last few years, various researchers have chosen non-profit marketing research areas as their research topics. Let’s have a look at some of the excellent research topics regarding NPOs:
If you are someone with a strategist’s attitude, then chances are that you’ll find these strategic marketing research topics intriguing.
Read Also – 150+ Business Research Topics
Still not able to select your marketing topics? Hang up! We’re sure this list of exciting marketing research topics will help you.
Marketing is the global stage where most entrepreneurs get to connect. If you are considering choosing international marketing as your research area, then the following international marketing research topics are a win-win for you!
The COVID-19 pandemic upended the rule book of several entrepreneurs. It questioned the established norms of the current human relationship and brand development. So much has recently changed that there’s no turning back to the old routine. Here are some new pandemic-related marketing topics for research:
Hopefully, these topics in marketing will inspire you to create some exciting research areas. Our sole purpose behind aggregating these marketing topics was to provide students with a clear perspective on marketing research that is relevant in this existing world. In other words, we intended to publish the most recent marketing research issues that would benefit readers and researchers.
If you’re still unsure about your research field, we recommend you consult your adviser or a paper help service provider. Your professor and an online expert can help you make the best decision. So, don’t hesitate to use their expertise and guidance.
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Updated 11 Apr 2024
Marketing is a very broad field. Today, it even encompasses the field of digital marketing and all of its sub-branches such as content and social media one. You can easily find yourself in a tough spot, unable to choose marketing research paper topics to write your paper about and that's when important to remember about the precise work our research paper writing service can provide.
Research papers deal with specific fields of marketing, strategies, case studies, and unique situations. As a student, you can leverage your research paper assignment to showcase your ability to think independently, find and use relevant sources of information, and analyze data.
Choosing the right marketing research topics can help you succeed in all these tasks. Below, you will find a list of over 100 powerful topics carefully selected by our professional team.
Before you start combing through our list, you should learn how to choose the right topic on Marketing. Below are some useful tips for you to consider:
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If you are looking for some general, non-specific research topic, the following 50 topic ideas can prove valuable to you.
If you have to write a research paper on digital marketing, the following ideas will help guide you in the right direction.
Thirty years ago Bill Gates said, “Content is king”. It still is. If this sounds interesting to research, here are some topics you can use for your inspiration.
AI is revolutionizing marketing through personalized advertising, chatbots, predictive analytics, and more.
If you have a mindset of a strategist, the following paper topics that address strategic problems will be interesting to you.
With billions of people using social media platforms daily, social media provides excellent marketing opportunities. Here are some topic ideas dedicated to social media.
If you’re interested in consumer behavior and the purchasing decision-making process, you’ll find the following topics interesting.
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Choosing the right topic for your research is not always as easy as it may seem. These 100 marketing research topics are here to make the entire process easier for you. Don’t forget to acknowledge your research paper requirements when you are choosing the topic. Picking a well-researched topic that you are personally interested in is the best thing to do. If it is impossible to complete your assignment before the deadline, EduBirdie’s professional writers are here to help you out.
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Marketing is everywhere nowadays – from TV adverts to the pop-up ads that appear on our web browsers. No matter how much you may try to ignore it, marketing knocks still knocks at your door.
Despite all these, however, many students still struggle to develop top-notch marketing research paper topics. You might say, how is that even possible? Well, my friend, let me bring it to your attention that there are hundreds, if not thousands, of post-graduate students struggling to find such writing ideas.
But this where we draw the battle lines.
To be certain of a top grade in any field of study, you have to go the extra mile. Marketing is one of those flooded fields with stiff competition. Therefore, you have to come up with something fresh and original to convince your reader.
Unlike any other topic, these are unique because they intend to sell a product or service to potential buyers. Thus, it would help if you handled it with a lot of care.
Below are crucial points to consider for your marketing research topic:
When writing your research paper’s marketing topics, the end goal should be to sell the product and build a reputable brand for yourself.
Explore these writing ideas for your inspiration:
We hope that the over 200 marketing topics were able to meet your needs. If not, we offer affordable thesis help online for college students.
Try it today and get to enjoy cheap but quality thesis help!
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Are you a marketing student searching for fresh ideas for your next research paper? Marketing is a fascinating field where you can analyze why people buy certain products, how brands influence our choices, and what trends shape the industry. In this article, we've gathered all the best marketing research paper topics to help kickstart your brainstorming process. Whether you're into exploring the impact of social media on shopping habits or digging into the secrets of successful advertising, we've got something for everyone. So, let's get those creative juices flowing and find the perfect topic for your next paper!
Presenting you with a list of insightful marketing topics for research that'll get your brain buzzing with ideas. We've got everything from exploring the latest trends in digital marketing to figuring out why people buy certain things. Each topic is handpicked to spark your curiosity and get you thinking deep. So, grab a pen and start uncovering fascinating subject matters together! ‘What if I want to pay someone to write my paper ?’ Then, you’re also at the right place – our expert marketing and MBA writers are online and waiting for your orders.
Digital marketing refers to the use of digital channels, such as websites, social media, email, search engines, and mobile apps, to promote products or services, engage with audiences, and drive business growth. Here are some interesting marketing research paper topics related to the digital product promotion:
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Trending marketing involves leveraging current cultural, social, or industry trends to create timely and relevant marketing campaigns that resonate with target audiences and capitalize on the momentum of popular topics or phenomena. These topics will definitely help:
Good marketing involves effectively communicating the value of a product or service to the target audience, creating meaningful connections, and ultimately driving desired actions or behaviors while maintaining ethical standards and delivering customer satisfaction. If you’re looking for marketing research topics for college students, here are some good ideas:
Social media marketing entails using social media platforms to connect with audiences, build brand awareness, engage users through content creation and interaction, and ultimately drive traffic, leads, and sales for businesses or organizations. Now, let’s engage with the following topics:
Content marketing involves creating and distributing valuable, relevant, and consistent content to attract and retain a target audience, ultimately driving profitable customer action. Consider our custom coursework writing service if you need hands-on help rather than topics alone. Here are some inspiring topics:
B2B marketing, short for business-to-business marketing, focuses on promoting products or services from one business to another, often involving longer sales cycles, relationship-building strategies, and tailored messaging to address the unique needs and challenges of business customers. Consider these marketing topics for research in the doman of B2B:
Green marketing, also known as sustainable marketing or environmental marketing, involves promoting products or services that are environmentally friendly or produced in a sustainable manner, aiming to appeal to environmentally conscious consumers and contribute to positive environmental outcomes. For sustainable marketing research paper topics, contemplate these options:
MBA Marketing refers to a specialized area of study within a Master of Business Administration program that focuses on developing strategic marketing skills, analytical capabilities, and leadership qualities necessary for managing marketing functions in diverse industries and organizational contexts. Analyze the following topic ideas:
Artificial Intelligence in Marketing involves the utilization of AI technologies such as machine learning, natural language processing, and predictive analytics to analyze vast amounts of data, automate repetitive tasks, personalize customer experiences, optimize marketing campaigns, and drive more effective decision-making processes within the marketing domain. These topics will help you get started:
Affiliate marketing is a performance-based marketing strategy where businesses reward affiliates for driving traffic or sales to their products or services through the affiliate's marketing efforts, typically via referral links, promotional content, or other forms of digital outreach, with affiliates earning a commission for each successful referral or sale they generate. Here are some brilliant topics:
According to the definition of what is a marketing plan , it is a comprehensive document that outlines an organization's marketing objectives, strategies, tactics, and action plans to achieve its business goals within a specified time frame, typically including market analysis, target audience identification, positioning strategies, marketing mix decisions, budget allocation, and performance metrics to measure success and guide ongoing marketing efforts. Here are some compelling research paper topics about marketing:
A marketing presentation is a visual and verbal communication tool used to convey key marketing messages, strategies, and insights to an audience, often including stakeholders, clients, or internal teams, through engaging slides, compelling storytelling, and interactive elements, with the goal of informing, persuading, or inspiring action related to marketing initiatives, campaigns, or projects. Review these topics:
Email marketing involves the use of email as a communication channel to send targeted messages to a specific audience, typically consisting of subscribers or customers, with the aim of promoting products, services, events, or other offerings, nurturing customer relationships, driving engagement, and ultimately achieving marketing objectives such as lead generation, sales conversion, or brand awareness. Review these marketing research paper topics regarding email product promotion:
Influencer marketing is a strategy where brands collaborate with individuals who have a significant online following and influence within a particular niche or industry, known as influencers, to promote their products or services to their audience in an authentic and engaging manner, leveraging the influencer's credibility, authority, and reach to increase brand visibility, credibility, and ultimately drive consumer engagement and purchase decisions. Let’s consider the following ideas:
Sales in marketing refer to the process of converting leads or prospects into paying customers through personalized interactions, effective communication, and persuasive techniques, often involving activities such as prospecting, lead qualification, presentations, negotiations, and closing deals, with the overarching goal of generating revenue and fostering long-term customer relationships to drive business growth. Here are some topic examples for you:
Selecting a great topic involves a blend of personal interest, industry relevance, and academic viability. Here's a step-by-step guide to help you choose perfect marketing research topics for college students:
Consider what aspects of marketing intrigue you the most. Are you passionate about consumer behavior, branding, digital marketing, or marketing strategy? Your enthusiasm for the topic will keep you engaged throughout the research process.
Stay updated on the latest developments in the marketing field. Look for trends, challenges, or controversies that pique your interest. Topics of emerging technologies, changing consumer preferences, or environmental sustainability often offer rich research opportunities.
Conduct a literature review to familiarize yourself with existing research in your areas of interest. Identify gaps or unanswered questions that you could explore further. Consider recent studies, theoretical frameworks, and methodologies that may inspire your research.
Think about how your research topic could contribute to real-world marketing practices. What practical implications or strategic insights could businesses derive from your findings? Choosing a topic with practical relevance can enhance the impact of your research.
Assess the feasibility of your chosen topic regarding available resources, data availability, and time constraints. Make sure that your research question is manageable within the scope of your project or academic assignment. Consider accessing relevant data sources, research tools, and academic support.
Discuss your ideas with your instructor, academic advisor, or peers. They can offer valuable feedback, suggest alternative perspectives, or help you refine your research question. Collaborating with others can enrich your thinking and provide new insights into potential research topics.
Remain open to adjusting your research topic or approach based on new insights or feedback. Be willing to explore different avenues and adapt your focus as you delve deeper into the research process. Remember that flexibility is key to navigating the complexities of academic research. As an MBA student, you will also find these PowerPoint presentation tips useful, as it is another assignment you’ll often deal with during your course.
Finding engaging marketing topics for research is immensely beneficial for students as it cultivates critical thinking skills, fosters creativity, and enhances academic growth. By engaging in research, students deepen their understanding of marketing principles, theories, and practices, gaining insights into industry trends and consumer behavior. Research projects allow students to apply theoretical knowledge to real-world scenarios, honing their analytical and problem-solving capabilities.
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What are some good marketing research topics, what are the possible topics in marketing research.
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Are you struggling to find a well-thought marketing research topic for your thesis? Finding a research topic for marketing can give hard times. Marketing students spend a lot of time doing assignments. But they also have the opportunity to utilize their time and discover their true interests. Marketing has a wide range of aspects.
Therefore it is sometimes difficult to find the perfect topic for your thesis. In such a time, this article is your savior. In this article, we brought you some research topics that are interesting and equally unique. We have tried to cover every niche in this blog which is research topics for marketing. From marketing research topics to social issues.
If you have any pending marketing essays, then don’t worry. We are here to help you with your marketing essay. However, you can get the best marketing essay help from us. So, don’t waste your time get marketing essay help now.
Table of Contents
If you are still in need of some inspiration regarding marketing research topics, then here are a few marketing research topics that you can explore:
Hopefully, this list of the best marketing research topics will help. If you’re still confused about which area you’d like to work in, below are some more topics related to the Pandemic.
Below are the top 3 pandemics related marketing research topics:
After you find the perfect marketing research topic, you may struggle with how you should outline it on paper. Therefore, we brought you this ideal outline for your thesis that you can use or change here and there to make it more like you.
INTRO: Foundation of the thesis
Background.
Stating the purpose.
Stating the thesis.
MAIN BODY: Argument 1: Precise explanation.
Support evidence.
Argument 2: Precise explanation.
Conclusion.
Argument 3: Precise explanation.
CONCLUSION:
Restate the argument. and summarize everything
Slightly conclude everything.
Firstly, you’ll have to be familiar with the basics before we even deep dive into the details. If you want to start, pick up a pen and paper and then write about different topics that you’d like to write about.
Here are some of the factors that you want to keep in mind while selecting research topics for marketing:
You won’t be able to write a research paper if you are not interested in the topic. Sit down and relax. Try to think about topics in which you’re interested.
It will be a lot easier for you to discuss different themes once you’ve written down all your ideas in one place.
More than 50% of the students start the writing process, but they are not able to complete it and leave it in the middle. Just keep in mind that you’re not able to write an entire research paper overnight.
In order to succeed, you’ll have to give a sufficient amount of time to research.
If you want some help, get some advice from your advisor daily.
A research paper is not something into which you can drag something aimlessly. On the other hand, your research paper needs to be based on actual data, which is only possible if you conduct thorough research.
While writing a note for your research, make sure your statements are supported with references or examples. Above all three tips that you have to keep in mind while selecting research topics for marketing.
All of these are unique research topics for marketing students. And they are perfect for college students to write their marketing thesis because the internet has plenty of information on each one of them. Make sure to read enough about the selected topic before starting to write. And also make an outline of the thesis at the start, so that you have a reason to get going with the thesis.
Once finished, make sure to ask for feedback from your instructor. And cross-check for spelling mistakes, grammatical errors, and any sort of mistake. if you need an assignment of marketing , then contact our marketing assignment writer .
Q1. how to select the best research topic for a marketing thesis.
Whatever topic you decide to go with. Just make sure that you’re interested in it. Because being interested in what you write makes the whole process go a lot smoother and easy. Sit back and think of the possible ideas that excite you and you can write about them. And write down a bunch of ideas before you select the main one. Because it is good to select from a long list rather than just going with the first topic that came into your mind. This might take time. But that is what this article is for, above 45 different topics on different aspects of marketing are given. You can go through it, we’re sure there will be one that might interest you.
A marketing thesis is totally different from one that is an essay. So you can not aimlessly ramble on it. You need to add facts to it to support your main argument. And also make sure that your facts are very well supported by examples and references. That can only be done when you have thoroughly searched through the subject. The Internet has an abundance of information on the topics discussed above. Make sure to acknowledge enough information before starting the thesis.
Here we listed the top 7 different types of research papers:
1. Report Paper 2. Survey Research Paper 3. Cause and Effect Research Paper 4. Experimental Research Paper 5. Analytical Research Paper 6. Argumentative Research Paper 7. Problem-Solution Research Paper
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Published: November 28, 2023
2023 was a whirlwind.
For one, there were the enormous strides in AI that resulted in massive shifts across the marketing industry. (Many marketers compare AI innovations to the industrial revolution . No big deal or anything.)
Besides AI, there have been massive shifts in how content ranks on search engines due to Google's new EEAT search ranking factors .
Consumer buying behavior has changed drastically, as well, with an increasing number of consumers turning to social media to shop. In fact, Gen Z, Millennials, and Gen X actually prefer finding products on social media over any other channel.
As we approach 2024, it's critical to pause for a moment and reflect on the biggest challenges marketers feel they faced this year.
Below, let's review the current global marketing issues impacting the industry, according to data from HubSpot’s 2024 State of Marketing Report (coming January 2024) and insights from marketing experts.
Or jump to whichever top challenge you're most curious about:
1. facilitating strong sales and marketing alignment.
Strong sales and marketing alignment is critical for any successful organization. And yet, it's undeniably challenging to facilitate strong communication to help these two teams work better together.
Which is why a whopping one-third (35%) of marketers say a lack of effective communication between sales and marketing is their top challenge.
Many sales and marketing teams work in silos at larger organizations. Bridging the gap between the two teams — particularly when those teams have different priorities and are unclear of their shared goals — can be difficult, especially when neither team feels motivated to do so.
Additionally, the two teams might implement separate data and analytics processes, making it hard to share data consistently and retrieve insights that help both sales and marketing determine what's working and what isn’t.
But alignment is critical to your business' success in 2024. Organizations with tightly aligned sales and marketing teams see 27% faster profit growth , and 36% higher customer retention .
To explore how you can foster stronger sales and marketing alignment, I spoke with Monica Elgemark , Chief Marketing Officer at Oneflow .
She told me, “To address this challenge, it's imperative to define clear goals and objectives that both sales and marketing teams can rally behind. Clear goals and objectives that differentiate between awareness and revenue should be considered in order for both sales and marketing to understand the values different campaigns bring. It is a mutual dependency between these areas that needs respect.”
Beyond identifying shared goals, Elgemark emphasizes the importance of transparent communication between teams. Regular meetings and collaboration tools are helpful, but they're just that – tools. To truly facilitate alignment, your team needs to implement and continuously nourish a collaborative culture.
Data plays a key role, as well. As Elgemark puts it, “Sharing data and analytics represents an essential facet of this alignment process. Implementing a robust customer relationship management (CRM) system, accessible to both teams, allows for the exchange of invaluable customer data. This data not only informs marketing strategies but also empowers sales teams to better comprehend and engage with leads.”
Finally, Elgemark encourages marketers to seek out feedback from the sales team. Ask your sales team about the quality and readiness of your leads, which will ultimately help you hone in on the marketing activities that drive the most revenue for the business.
The strength of your marketing team starts and ends with the talent you employ.
While it's one of the most important components of a strong marketing team, it’s also one of the most challenging aspects.
In fact, when it comes to hiring, 35% of marketers report finding candidates with the right skillset is their top challenge.
2023 saw some major challenges when it came to hiring. For one, there was higher demand for skilled workers, which led to higher wages and benefits for workers and increased competition among employers to attract top talent.
Additionally, many employees have shifted their priorities and now seek out companies with strong work-life balance and company culture. Many also prefer the option for remote or hybrid work. If your organization doesn't offer these benefits, you’ll likely find it harder to attract top talent.
These challenges will continue to infiltrate hiring and retention in 2024.
HubSpot's Senior Recruiter Kaleigh Hoffman told me a strong partnership between the hiring managers and talent acquisition team is critical for attracting top talent iA 2024.
She says, "A recruiter’s best email or InMail message is never as flattering as direct outreach from a hiring manager, so if you are willing to write a personalized note — it really goes a long way. During a time when AI is making it easier and faster to write anything, personalized outreach can make the difference in someone responding or not. If you are writing to a 'rockstar' candidate, keep in mind that they want to know why you are reaching out to them, so be sure to include why you are interested in their profile, specifically."
Hoffman adds that specific job profiles with clearly defined attributes will help set your job descriptions apart from others in the market, which might skew more general.
It's important to remember that recruiting is similar to selling. So, as Hoffman puts it, "If you are speaking with a strong candidate, specifically asking them what they are excited about or looking for in their next role can help you close them in later conversations. Reminding candidates of their motivators in final conversations — whether it’s benefits, flexibility, or something else — can really help seal the deal."
Hoffman adds that its important not to get too discouraged if a candidate decides not to pursue a role. Instead, look at rejection as an opportunity to ask that candidate if they have anyone else in their network they think could be a good fit for the role.
As Hoffman puts it, "Recruiting is a long-term initiative. Nurturing the relationships you develop by checking in from time to time is a great way to build a pipeline of super-talented candidates for 2024 and beyond."
Consumers want brands to be socially responsible — in fact, 45% of people think that brands need to do more to advocate for social justice issues.
The brands that take a stance on social issues that matter to their audience will have an easier time connecting with their prospects and customers. People want to buy from brands that care about things that matter to them.
Consider Warby Parker. I've been purchasing sunglasses from Warby Parker for years. I won’t go anywhere else. Why? Because of their Buy a Pair, Give a Pair program, which donates one pair of glasses per pair bought and, to date, has distributed over 10 million glasses.
Roughly one-third (28%) of marketers say their biggest challenge is a lack of information on the social causes their target audience cares about (e.g. environmentalism, racial justice).
Simply put, it can be difficult to discern which social causes matter most to your target audience. This information is a little more nuanced than age, gender, or location.
Additionally, you want the cause to align with your brand values. Your audience might care deeply about climate change, but that cause might not have a natural connection with your brand personality. To authentically connect with your audience around social issues, it's critical that they make sense for your business, as well.
Like most marketing activities, the key to success here lies in market research.
You'll want to conduct thorough research to better understand your customers on a deeper level – including what they value most.
Surveys can be strong opportunities to explore these more nuanced conversations with your buyer persona and understand what matters to them. However, people aren't always going to feel comfortable sharing the social issues they care most about, since they are often very personal.
In these cases, leveraging social listening tools to glean insights into the social issues your audience discusses the most on social media could be a strong first step.
HubSpot's Manager of Community Strategy & Operations Jenny Sowyrda told me, "My number one tip for understanding what your community values is to listen to your community. Your community is telling you what they care about through every interaction — from clicking links in an email to re-sharing a social post."
Sowyrda adds, "Additionally, you should actively listen by connecting with your community members directly. Start a list of members, both the loudest and the quietest folks in the room, and build trust with them through individual conversations focused on learning what they care about. By combining your understanding of your community members with your unique expertise, you can provide value and cater to their needs."
Once you've determined what your community values, you'll want to figure out which social issues overlap with your brand. Authenticity here is key, and so is action. For instance, perhaps you consider partnering with a non-profit that also supports that social issue to show you're willing to walk the walk. Again, ensuring the social issue makes sense for your brand to support is critical, as well.
Patagonia is a good example here. Their brand emphasizes the importance of environmental sustainability, and it works because a) the social issue is a good match for Patagonia's target audience (active, outdoors-y people), while also aligning well with their brand values; and b) they've invested in environmental and social responsibility programs to demonstrate a true, genuine desire to create change.
24% of marketers say their top challenge is creating content that generates leads . And yet, it's one of the most important functions of marketing: To ensure the content we create is high-quality, but also impacts the company’s bottom line.
In 2024, we'll see some major changes when it comes to marketers’ content creation strategies.
Creating lead-generating content has always been a challenge for marketers, but there are some particular reasons why it's especially difficult now.
In 2023, Google released its new EEAT search quality evaluator guidelines. Why is this significant? Because they added an “E” for experience — which means now, ensuring your content is written by someone with credible, first-hand experience on the topic is vital for increasing your website's value.
AI also greatly transformed how people consume content. Now, people don't have to Google “How can I go viral on TikTok?” — then can ask an AI chatbot. Which means many marketers likely saw major decreases in traffic on some of their more generalized topics in 2023.
AI and EEAT have greatly shifted how we, at HubSpot, create lead-generating content . We've been working to ensure the topics we cover are written by authors with first-hand experience.
We've leaned into personality-driven content, since personality is one thing AI doesn’t have.
And we've begun re-focusing our overarching strategy on more niche topics that pertain directly to our products and services, rather than covering too many broad topics — since a brand that is an expert on “everything” is likely actually an expert on, well … nothing.
To learn how you can create strong lead-generating content in 2024, I spoke to Zack Khan , the Co-Founder of Feathery and former marketing leader at Hightouch.
He told me, “The challenge and opportunity in 2024 is writing quality content with insights from subject matter experts. There is so much low quality content out there, increased by AI writing tools. The novel ideas and voice ('hot takes') that generate leads require a deep connection to the reader's problem that the content is hoping to solve.”
During Khan's eary days at Hightouch, he solved for this challenge by hiring "data evangelists". These were people in Slack communities who were already sharing their opinions on the latest data trends. Khan recognized the importance in arming himself with writers’ who could share personal insights, rather than simply summarizing the data.
He says, “The hardest part was hiring the right team of subject matter experts, and getting them excited to write content full-time. I expect this to be just as hard to find in 2024. But audiences are starving for unique, opinionated content in 2024 and the work to recruit a team of subject matter experts does pay off”.
Monica Elgemark believes another key strategy to generating leads in 2024 involves leveraging AI. As she puts it, “A creative and holistic approach is essential for generating traffic and leads. AI-powered personalization delves deeper than surface-level marketing. Using AI algorithms, marketers can predict and cater to individual prospect interests, and create personalized content that resonates profoundly with the target audience.”
Elgemark also encourages marketers to consider how they might incorporate more interactive content — like quizzes, assessments, or webinars — into their existing strategies to retain traffic and provide additional value.
Elgemark promises: "By delving into these strategies, marketers can confidently navigate the dynamic landscape, remain at the forefront of trends, engage effectively, and ultimately thrive in the ever-evolving realm of B2B marketing."
Nowadays, your audience spends a large portion of their time on social media. And yet, social media is also more oversaturated than ever before.
Which leads us to our fifth challenge: Gaining – and keeping – followers on social media.
18% of marketers report it's a major challenge for them to gain and keep followers on social media.
This makes sense: Time is precious. Each social media user is going to be selective when it comes to which brands they follow. If they don't feel they’re getting consistent value from your social media content, they'll quickly unfollow to free up their feed for other users’ content.
Amrita Mathur , VP of Marketing at ClickUp , symphasizes with this challenge and recognizes the importance of audience-building in 2024 and beyond.
Her solution to social media is simple, and yet oftentimes underutilized: Leverage the power of your employees as influencers.
She told me, “While so far, I’ve mostly seen brands working with influencers and creators to further their message and cause, I can see company employees turning into these influencers.”
She continues, “Brands need to recognize that there is no tried-and-tested playbook that works every single time. In my opinion there is one single truth: the answer lies in having a point of view, and knowing how to illustrate that POV in a striking and memorable way. When you combine this and couple it with tactics for both first time and repeat engagement, you get magic. That repeat engagement is what will turn into buying behavior down the road (assuming product-market fit).”
As she points out, the word 'influencer’ can make some marketers believe their internal employees don't make the cut. But influencers can be big or small, niche or broad, and they can also be channel-specific (like Instagram alone) or not.
Mathur adds, “If you haven't already, start thinking about which employees to leverage, curate their unique voice, and get on with the building of your modern-day media strategy.”
Logan Lyles , Evangelism & Content Marketing Manager at Teamwork.com , agrees with Mathur that incorporating 'evangelists' — including executives, employees, customers, influencers, and partners — into your marketing activities allows you to surround existing audiences with content from people they already trust.
He told me, "Our strategy has involved co-creating content with influential names in the community of our ICP (agencies & professional service firms), as we tap them to guest on our podcast and speak on our Agency Life webinar series. We've even partnered with different evangelists to both create and distribute our pillar content pieces via social media."
Here's a quick example of that strategy in action on LinkedIn , where Pete Caputa provided a reaction to data points from Teamwork.com's State of Agency Operations Report and then posted the video Teamwork.com and Pete created together on his personal LinkedIn profile.
Lyles told me Pete's personal post generated nearly 200 combined engagements & comments — well beyond the engagement metrics Teamwork.com typically sees on an average Company Page post.
Ultimately, there is no easy solution to these complex, nuanced challenges.
Hopefully, these expert insights can get your team inspired and motivated to test out new strategies in 2024, iterate on existing strategies, and explore the best opportunities for your unique brand to combat these challenges.
Remember -- you're not in this alone!
Editor's Note: This post was originally published in November 2012 and has been updated annually to include new, exclusive HubSpot data and expert insights.
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Creating standards, guidelines, processes, and workflows for content marketing is not the sexiest job.
But setting standards is the only way to know if you can improve anything (with AI or anything else).
Here’s the good news: All that non-sexy work frees time and resources (human and tech) you can apply to bring your brand’s strategies and plans to life.
But in many organizations, content still isn’t treated as a coordinated business function. That’s one of the big takeaways from our latest research, B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2024, conducted with MarketingProfs and sponsored by Brightspot .
A few symptoms of that reality showed up in the research:
I’ll walk you through the findings and share some advice from CMI Chief Strategy Advisor Robert Rose and other industry voices to shed light on what it all means for B2B marketers. There’s a lot to work through, so feel free to use the table of contents to navigate to the sections that most interest you.
Note: These numbers come from a July 2023 survey of marketers around the globe. We received 1,080 responses. This article focuses on answers from the 894 B2B respondents.
Methodology, ai: 3 out of 4 b2b marketers use generative tools.
Of course, we asked respondents how they use generative AI in content and marketing. As it turns out, most experiment with it: 72% of respondents say they use generative AI tools.
But a lack of standards can get in the way.
“Generative AI is the new, disruptive capability entering the realm of content marketing in 2024,” Robert says. “It’s just another way to make our content process more efficient and effective. But it can’t do either until you establish a standard to define its value. Until then, it’s yet just another technology that may or may not make you better at what you do.”
So, how do content marketers use the tools today? About half (51%) use generative AI to brainstorm new topics. Many use the tools to research headlines and keywords (45%) and write drafts (45%). Fewer say they use AI to outline assignments (23%), proofread (20%), generate graphics (11%), and create audio (5%) and video (5%).
Some marketers say they use AI to do things like generate email headlines and email copy, extract social media posts from long-form content, condense long-form copy into short form, etc.
Only 28% say they don’t use generative AI tools.
Among those who use generative AI tools, 91% use free tools (e.g., ChatGPT ). Thirty-eight percent use tools embedded in their content creation/management systems, and 27% pay for tools such as Writer and Jasper.
Asked if their organizations have guidelines for using generative AI tools, 31% say yes, 61% say no, and 8% are unsure.
We asked Ann Handley , chief content officer of MarketingProfs, for her perspective. “It feels crazy … 61% have no guidelines? But is it actually shocking and crazy? No. It is not. Most of us are just getting going with generative AI. That means there is a clear and rich opportunity to lead from where you sit,” she says.
“Ignite the conversation internally. Press upon your colleagues and your leadership that this isn’t a technology opportunity. It’s also a people and operational challenge in need of thoughtful and intelligent response. You can be the AI leader your organization needs,” Ann says.
While a lack of guidelines may deter some B2B marketers from using generative AI tools, other reasons include accuracy concerns (36%), lack of training (27%), and lack of understanding (27%). Twenty-two percent cite copyright concerns, and 19% have corporate mandates not to use them.
We also wondered how AI’s integration in search engines shifts content marketers’ SEO strategy. Here’s what we found:
Over one-fourth (28%) say they’re not doing any of those things, while 26% say they’re unsure.
AI may heighten the need to rethink your SEO strategy. But it’s not the only reason to do so, as Orbit Media Studios co-founder and chief marketing officer Andy Crestodina points out: “Featured snippets and people-also-ask boxes have chipped away at click-through rates for years,” he says. “AI will make that even worse … but only for information intent queries . Searchers who want quick answers really don’t want to visit websites.
“Focus your SEO efforts on those big questions with big answers – and on the commercial intent queries,” Andy continues. “Those phrases still have ‘visit website intent’ … and will for years to come.”
Many B2B marketers surveyed predict AI will dominate the discussions of content marketing trends in 2024. As one respondent says: “AI will continue to be the shiny thing through 2024 until marketers realize the dedication required to develop prompts, go through the iterative process, and fact-check output . AI can help you sharpen your skills, but it isn’t a replacement solution for B2B marketing.”
Back to table of contents
Generative AI isn’t the only issue affecting content marketing these days. We also asked marketers about how they organize their teams .
Among larger companies (100-plus employees), half say content requests go through a centralized content team. Others say each department/brand produces its own content (23%), and the departments/brand/products share responsibility (21%).
Seventy percent say their organizations integrate content strategy into the overall marketing sales/communication/strategy, and 2% say it’s integrated into another strategy. Eleven percent say content is a stand-alone strategy for content used for marketing, and 6% say it’s a stand-alone strategy for all content produced by the company. Only 9% say they don’t have a content strategy. The remaining 2% say other or are unsure.
Twenty-eight percent of B2B marketers say team members resigned in the last year, 20% say team members were laid off, and about half (49%) say they had new team members acclimating to their ways of working.
While team members come and go, the understanding of content doesn’t. Over half (54%) strongly agree, and 30% somewhat agree the leader to whom their content team reports understands the work they do. Only 11% disagree. The remaining 5% neither agree nor disagree.
And remote work seems well-tolerated: Only 20% say collaboration was challenging due to remote or hybrid work.
We asked B2B marketers about both content creation and non-creation challenges.
Most marketers (57%) cite creating the right content for their audience as a challenge. This is a change from many years when “creating enough content” was the most frequently cited challenge.
One respondent points out why understanding what audiences want is more important than ever: “As the internet gets noisier and AI makes it incredibly easy to create listicles and content that copy each other, there will be a need for companies to stand out. At the same time, as … millennials and Gen Z [grow in the workforce], we’ll begin to see B2B become more entertaining and less boring. We were never only competing with other B2B content. We’ve always been competing for attention.”
Other content creation challenges include creating it consistently (54%) and differentiating it (54%). Close to half (45%) cite optimizing for search and creating quality content (44%). About a third (34%) cite creating enough content to keep up with internal demand, 30% say creating enough content to keep up with external demand, and 30% say creating content that requires technical skills.
The most frequently cited non-creation challenge, by far, is a lack of resources (58%), followed by aligning content with the buyer’s journey (48%) and aligning content efforts across sales and marketing (45%). Forty-one percent say they have issues with workflow/content approval, and 39% say they have difficulty accessing subject matter experts. Thirty-four percent say it is difficult to keep up with new technologies/tools (e.g., AI). Only 25% cite a lack of strategy as a challenge, 19% say keeping up with privacy rules, and 15% point to tech integration issues.
We asked content marketers about the types of content they produce, their distribution channels , and paid content promotion. We also asked which formats and channels produce the best results.
As in the previous year, the three most popular content types/formats are short articles/posts (94%, up from 89% last year), videos (84%, up from 75% last year), and case studies/customer stories (78%, up from 67% last year). Almost three-quarters (71%) use long articles, 60% produce visual content, and 59% craft thought leadership e-books or white papers. Less than half of marketers use brochures (49%), product or technical data sheets (45%), research reports (36%), interactive content (33%), audio (29%), and livestreaming (25%).
Which formats are most effective? Fifty-three percent say case studies/customer stories and videos deliver some of their best results. Almost as many (51%) names thought leadership e-books or white papers, 47% short articles, and 43% research reports.
Regarding the channels used to distribute content, 90% use social media platforms (organic), followed by blogs (79%), email newsletters (73%), email (66%), in-person events (56%), and webinars (56%).
Channels used by the minority of those surveyed include:
Which channels perform the best? Most marketers in the survey point to in-person events (56%) and webinars (51%) as producing better results. Email (44%), organic social media platforms (44%), blogs (40%) and email newsletters (39%) round out the list.
When marketers pay to promote content , which channels do they invest in? Eighty-six percent use paid content distribution channels.
Of those, 78% use social media advertising/promoted posts, 65% use sponsorships, 64% use search engine marketing (SEM)/pay-per-click, and 59% use digital display advertising. Far fewer invest in native advertising (35%), partner emails (29%), and print display ads (21%).
SEM/pay-per-click produces good results, according to 62% of those surveyed. Half of those who use paid channels say social media advertising/promoted posts produce good results, followed by sponsorships (49%), partner emails (36%), and digital display advertising (34%).
When asked which organic social media platforms deliver the best value for their organization, B2B marketers picked LinkedIn by far (84%). Only 29% cite Facebook as a top performer, 22% say YouTube, and 21% say Instagram. Twitter and TikTok see 8% and 3%, respectively.
So it makes sense that 72% say they increased their use of LinkedIn over the last 12 months, while only 32% boosted their YouTube presence, 31% increased Instagram use, 22% grew their Facebook presence, and 10% increased X and TikTok use.
Which platforms are marketers giving up? Did you guess X? You’re right – 32% of marketers say they decreased their X use last year. Twenty percent decreased their use of Facebook, with 10% decreasing on Instagram, 9% pulling back on YouTube, and only 2% decreasing their use of LinkedIn.
Interestingly, we saw a significant rise in B2B marketers who use TikTok: 19% say they use the platform – more than double from last year.
To explore how teams manage content, we asked marketers about their technology use and investments and the challenges they face when scaling their content .
When asked which technologies they use to manage content, marketers point to:
But having technology doesn’t mean it’s the right technology (or that its capabilities are used). So, we asked if they felt their organization had the right technology to manage content across the organization.
Only 31% say yes. Thirty percent say they have the technology but aren’t using its potential, and 29% say they haven’t acquired the right technology. Ten percent are unsure.
Even so, investment in content management technology seems likely in 2024: 45% say their organization is likely to invest in new technology, whereas 32% say their organization is unlikely to do so. Twenty-three percent say their organization is neither likely nor unlikely to invest.
We introduced a new question this year to understand what challenges B2B marketers face while scaling content production .
Almost half (48%) say it’s “not enough content repurposing.” Lack of communication across organizational silos is a problem for 40%. Thirty-one percent say they have no structured content production process, and 29% say they lack an editorial calendar with clear deadlines. Ten percent say scaling is not a current focus.
Among the other hurdles – difficulty locating digital content assets (16%), technology issues (15%), translation/localization issues (12%), and no style guide (11%).
For those struggling with content repurposing, content standardization is critical. “Content reuse is the only way to deliver content at scale. There’s just no other way,” says Regina Lynn Preciado , senior director of content strategy solutions at Content Rules Inc.
“Even if you’re not trying to provide the most personalized experience ever or dominate the metaverse with your omnichannel presence, you absolutely must reuse content if you are going to deliver content effectively,” she says.
“How to achieve content reuse ? You’ve probably heard that you need to move to modular, structured content. However, just chunking your content into smaller components doesn’t go far enough. For content to flow together seamlessly wherever you reuse it, you’ve got to standardize your content. That’s the personalization paradox right there. To personalize, you must standardize.
“Once you have your content standards in place and everyone is creating content in alignment with those standards, there is no limit to what you can do with the content,” Regina explains.
Why do content marketers – who are skilled communicators – struggle with cross-silo communication? Standards and alignment come into play.
“I think in the rush to all the things, we run out of time to address scalable processes that will fix those painful silos, including taking time to align on goals, roles and responsibilities, workflows, and measurement,” says Ali Orlando Wert , senior director of content strategy at Appfire. “It takes time, but the payoffs are worth it. You have to learn how to crawl before you can walk – and walk before you can run.”
Almost half (46%) of B2B marketers agree their organization measures content performance effectively. Thirty-six percent disagree, and 15% neither agree nor disagree. Only 3% say they don’t measure content performance.
The five most frequently used metrics to assess content performance are conversions (73%), email engagement (71%), website traffic (71%), website engagement (69%), and social media analytics (65%).
About half (52%) mention the quality of leads, 45% say they rely on search rankings, 41% use quantity of leads, 32% track email subscribers, and 29% track the cost to acquire a lead, subscriber, or customer.
The most common challenge B2B marketers have while measuring content performance is integrating/correlating data across multiple platforms (84%), followed by extracting insights from data (77%), tying performance data to goals (76%), organizational goal setting (70%), and lack of training (66%).
Regarding goals, 84% of B2B marketers say content marketing helped create brand awareness in the last 12 months. Seventy-six percent say it helped generate demand/leads; 63% say it helped nurture subscribers/audiences/leads, and 58% say it helped generate sales/revenue (up from 42% the previous year).
To separate top performers from the pack, we asked the B2B marketers to assess the success of their content marketing approach.
Twenty-eight percent rate the success of their organization’s content marketing approach as extremely or very successful. Another 57% report moderate success and 15% feel minimally or not at all successful.
The most popular factor for successful marketers is knowing their audience (79%).
This makes sense, considering that “creating the right content for our audience” is the top challenge. The logic? Top-performing content marketers prioritize knowing their audiences to create the right content for those audiences.
Top performers also set goals that align with their organization’s objectives (68%), effectively measure and demonstrate content performance (61%), and show thought leadership (60%). Collaboration with other teams (55%) and a documented strategy (53%) also help top performers reach high levels of content marketing success.
We looked at several other dimensions to identify how top performers differ from their peers. Of note, top performers:
Little difference exists between top performers and their less successful peers when it comes to the adoption of generative AI tools and related guidelines. It will be interesting to see if and how that changes next year.
To explore budget plans for 2024, we asked respondents if they have knowledge of their organization’s budget/budgeting process for content marketing. Then, we asked follow-up questions to the 55% who say they do have budget knowledge.
Here’s what they say about the total marketing budget (excluding salaries):
Next, we asked about their 2024 content marketing budget. Forty-five percent think their content marketing budget will increase compared with 2023, whereas 42% think it will stay the same. Only 6% think it will decrease.
We also asked where respondents plan to increase their spending.
Sixty-nine percent of B2B marketers say they would increase their investment in video, followed by thought leadership content (53%), in-person events (47%), paid advertising (43%), online community building (33%), webinars (33%), audio content (25%), digital events (21%), and hybrid events (11%).
The increased investment in video isn’t surprising. The focus on thought leadership content might surprise, but it shouldn’t, says Stephanie Losee , director of executive and ABM content at Autodesk.
“As measurement becomes more sophisticated, companies are finding they’re better able to quantify the return from upper-funnel activities like thought leadership content ,” she says. “At the same time, companies recognize the impact of shifting their status from vendor to true partner with their customers’ businesses.
“Autodesk recently launched its first global, longitudinal State of Design & Make report (registration required), and we’re finding that its insights are of such value to our customers that it’s enabling conversations we’ve never been able to have before. These conversations are worth gold to both sides, and I would imagine other B2B companies are finding the same thing,” Stephanie says.
We asked an open-ended question about marketers’ top three content-related priorities for 2024. The responses indicate marketers place an emphasis on thought leadership and becoming a trusted resource.
Other frequently mentioned priorities include:
In another open-ended question, we asked B2B marketers, “What content marketing trends do you predict for 2024?” You probably guessed the most popular trend: AI.
Here are some of the marketers’ comments about how AI will affect content marketing next year:
Other trends include:
Among the related comments:
What does this year’s research suggest B2B content marketers do to move forward?
I asked CMI’s Robert Rose for some insights. He says the steps are clear: Develop standards, guidelines, and playbooks for how to operate – just like every other function in business does.
“Imagine if everyone in your organization had a different idea of how to define ‘revenue’ or ‘profit margin,’” Robert says. “Imagine if each salesperson had their own version of your company’s customer agreements and tried to figure out how to write them for every new deal. The legal team would be apoplectic. You’d start to hear from sales how they were frustrated that they couldn’t figure out how to make the ‘right agreement,’ or how to create agreements ‘consistently,’ or that there was a complete ‘lack of resources’ for creating agreements.”
Just remember: Standards can change along with your team, audiences, and business priorities. “Setting standards doesn’t mean casting policies and templates in stone,” Robert says. “Standards only exist so that we can always question the standard and make sure that there’s improvement available to use in setting new standards.”
He offers these five steps to take to solidify your content marketing strategy and execution:
For their 14 th annual content marketing survey, CMI and MarketingProfs surveyed 1,080 recipients around the globe – representing a range of industries, functional areas, and company sizes — in July 2023. The online survey was emailed to a sample of marketers using lists from CMI and MarketingProfs.
This article presents the findings from the 894 respondents, mostly from North America, who indicated their organization is primarily B2B and that they are either content marketers or work in marketing, communications, or other roles involving content.
Thanks to the survey participants, who made this research possible, and to everyone who helps disseminate these findings throughout the content marketing industry.
Cover image by Joseph Kalinowski/Content Marketing Institute
Content Marketing Institute (CMI) exists to do one thing: advance the practice of content marketing through online education and in-person and digital events. We create and curate content experiences that teach marketers and creators from enterprise brands, small businesses, and agencies how to attract and retain customers through compelling, multichannel storytelling. Global brands turn to CMI for strategic consultation, training, and research. Organizations from around the world send teams to Content Marketing World, the largest content marketing-focused event, the Marketing Analytics & Data Science (MADS) conference, and CMI virtual events, including ContentTECH Summit. Our community of 215,000+ content marketers shares camaraderie and conversation. CMI is organized by Informa Connect. To learn more, visit www.contentmarketinginstitute.com .
Marketingprofs is your quickest path to b2b marketing mastery.
More than 600,000 marketing professionals worldwide rely on MarketingProfs for B2B Marketing training and education backed by data science, psychology, and real-world experience. Access free B2B marketing publications, virtual conferences, podcasts, daily newsletters (and more), and check out the MarketingProfs B2B Forum–the flagship in-person event for B2B Marketing training and education at MarketingProfs.com.
Brightspot , the content management system to boost your business.
Why Brightspot? Align your technology approach and content strategy with Brightspot, the leading Content Management System for delivering exceptional digital experiences. Brightspot helps global organizations meet the business needs of today and scale to capitalize on the opportunities of tomorrow. Our Enterprise CMS and world-class team solves your unique business challenges at scale. Fast, flexible, and fully customizable, Brightspot perfectly harmonizes your technology approach with your content strategy and grows with you as your business evolves. Our customer-obsessed teams walk with you every step of the way with an unwavering commitment to your long-term success. To learn more, visit www.brightspot.com .
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FDA News Release
Today, the U.S. Food and Drug Administration approved Wegovy (semaglutide) injection (2.4 mg once weekly) for chronic weight management in adults with obesity or overweight with at least one weight-related condition (such as high blood pressure, type 2 diabetes, or high cholesterol), for use in addition to a reduced calorie diet and increased physical activity. This under-the-skin injection is the first approved drug for chronic weight management in adults with general obesity or overweight since 2014. The drug is indicated for chronic weight management in patients with a body mass index (BMI) of 27 kg/m2 or greater who have at least one weight-related ailment or in patients with a BMI of 30 kg/m2 or greater.
“Today’s approval offers adults with obesity or overweight a beneficial new treatment option to incorporate into a weight management program,” said John Sharretts, M.D., deputy director of the Division of Diabetes, Lipid Disorders, and Obesity in the FDA’s Center for Drug Evaluation and Research. “FDA remains committed to facilitating the development and approval of additional safe and effective therapies for adults with obesity or overweight.”
Approximately 70% of American adults have obesity or overweight. Having obesity or overweight is a serious health issue associated with some leading causes of death, including heart disease, stroke and diabetes, and is linked to an increased risk of certain types of cancer. Losing 5% to 10% of body weight through diet and exercise has been associated with a reduced risk of cardiovascular disease in adult patients with obesity or overweight.
Wegovy works by mimicking a hormone called glucagon-like peptide-1 (GLP-1) that targets areas of the brain that regulate appetite and food intake. The medication dose must be increased gradually over 16 to 20 weeks to 2.4 mg once weekly to reduce gastrointestinal side effects.
Wegovy should not be used in combination with other semaglutide-containing products, other GLP-1 receptor agonists, or other products intended for weight loss, including prescription drugs, over-the-counter drugs, or herbal products. Wegovy has not been studied in patients with a history of pancreatitis.
Wegovy’s safety and efficacy were studied in four 68-week trials. Three were randomized, double-blind, placebo-controlled trials (including 16 weeks of dose increases) and one was a double-blind, placebo-controlled, randomized withdrawal trial in which patients receiving Wegovy either continued with the treatment or switched to a placebo. More than 2,600 patients received Wegovy for up to 68 weeks in these four studies and more than 1,500 patients received placebo.
The largest placebo-controlled trial enrolled adults without diabetes. The average age at the start of the trial was 46 years and 74% of patients were female. The average body weight was 231 pounds (105 kg) and average BMI was 38 kg/m2. Individuals who received Wegovy lost an average of 12.4% of their initial body weight compared to individuals who received placebo. Another trial enrolled adults with type 2 diabetes. The average age was 55 years and 51% were female. The average body weight was 220 pounds (100 kg) and average BMI was 36 kg/m2. In this trial, individuals who received Wegovy lost 6.2% of their initial body weight compared to those who received placebo.
The most common side effects of Wegovy include nausea, diarrhea, vomiting, constipation, abdominal (stomach) pain, headache, fatigue, dyspepsia (indigestion), dizziness, abdominal distension, eructation (belching), hypoglycemia (low blood sugar) in patients with type 2 diabetes, flatulence (gas buildup), gastroenteritis (an intestinal infection) and gastroesophageal reflux disease (a type of digestive disorder).
The prescribing information for Wegovy contains a boxed warning to inform healthcare professionals and patients about the potential risk of thyroid C-cell tumors. Wegovy should not be used in patients with a personal or family history of medullary thyroid carcinoma or in patients with a rare condition called Multiple Endocrine Neoplasia syndrome type 2 (MEN 2).
Wegovy should not be used in patients with a history of severe allergic reactions to semaglutide or any of the other components of Wegovy. Patients should stop Wegovy immediately and seek medical help if a severe allergic reaction is suspected. Wegovy also contains warnings for inflammation of the pancreas (pancreatitis), gallbladder problems (including gallstones), low blood sugar, acute kidney injury, diabetic retinopathy (damage to the eye's retina), increased heart rate and suicidal behavior or thinking. Patients should discuss with their healthcare professional if they have symptoms of pancreatitis or gallstones. If Wegovy is used with insulin or a substance that causes insulin secretion, patients should speak to their health care provider about potentially lowering the dose of insulin or the insulin-inducing drug to reduce the risk of low blood sugar. Healthcare providers should monitor patients with kidney disease, diabetic retinopathy and depression or suicidal behaviors or thoughts.
The FDA granted the approval to Novo Nordisk. Semaglutide 1 mg injection (Ozempic) was first approved as a treatment for type 2 diabetes in 2017.
The FDA, an agency within the U.S. Department of Health and Human Services, protects the public health by assuring the safety, effectiveness, and security of human and veterinary drugs, vaccines and other biological products for human use, and medical devices. The agency also is responsible for the safety and security of our nation’s food supply, cosmetics, dietary supplements, products that give off electronic radiation, and for regulating tobacco products.
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Bloomberg School faculty Nadia Akseer and Cass Crifasi selected winners at Advocacy Impact Awards Pitch Competition
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Systematic and rigorous inquiry allows us to discover the fundamental mechanisms and causes of disease and disparities. At our Office of Research (research@BSPH), we translate that knowledge to develop, evaluate, and disseminate treatment and prevention strategies and inform public health practice.Research along this entire spectrum represents a fundamental mission of the Johns Hopkins ...
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