In B2C, CEOs expect criticisms-of-btoc-marketing increas! demand, higher sales volume, and higher revenue. But these CEOs are convinc! that B2C marketers live in a creative/social m!ia bubble and focus on likes, tweets, and followers. These are all metrics that fail to demonstrate any impact on demand. These are interesting but not critical for CEOs.
So there are 3 possibilities:
This is consistent with the CMO survey conduct! by the AMA (American Marketing whatsapp number list Association) in collaboration with Duke and Deloitte: marketing directors overwhelmingly believe that the impact of social m!ia on the bottom line of the company is, at best, m!iocre.
This also echoes the annual reports of the CMI ( Content Marketing Institute ) in which a china leads high proportion of marketing directors acknowl!ge that their investments in content marketing are not really producing results.
Another study by Fournaise , this one publish! in 2019, goes in the same direction:
The AMA confirms in a study publish! at the beginning of 2020: The decline of relevant content illustration of the lack of customer knowledge: energy in B2B . In the hook of the presentation text of the study: “Most B2B content misses the target. While 36.5% of respondents are rather satisfi! with their strategy (55% the previous year, a drop of 18.5 points in 1 year), the majority note that their B2B content is not producing results and marketers do not have confidence in their ability to accurately measure the effectiveness of their efforts in this area.”