The state of channel mix

Today’s shoppers expect more personal, conversational connections and experiences with brands and retailers. But developing the right mix (and amount) of content with increasingly shrinking marketing budgets is tough. So how are marketers faring?

We surveyed over 400 brands and retailers worldwide to gain insights into their content challenges, key factors driving performance, and how they align their content efforts under challenging economic pressures.

Some overarching issues that stood out include:

• The economy is affecting marketing budgets
• ROI is under heightened scrutiny
• Marketers are questioning the value of paid media
• Content teams—and budgets—are siloed