One third of the 200 senior marketing executives surveyed by the CMO Council in partnership with Zeta Global say campaign performance needs to improve or has underperformed. They are still struggling to identify strategies that positively impact ROI. In good news, more than half said they had met revenue and customer acquisition goals last year (but B2C outperformed B2B on those counts).
An overwhelming 90% of marketers are now using generative AI tools at least once a month with 70% using them weekly, according to a survey of 141 marketing and advertising professionals by Basis Technologies. ChatGPT is most widely used in advertising (83%) while ChatGPT Plus is the most popular among paid models. Sixty-seven percent use the tools for content creation although a slightly higher number (70%) say it’s not as good as human-generated content.
The first half of this year saw a very slight uptick in digital commerce M&A activity compared with the second half of 2023. The rise is slight, from 1,063 deals to 1,089 but is said to reflect a recovery from the post-pandemic trend. Median revenue multiple in the space declined for the second consecutive six-month period.
Scope3 Media Reporting has raised $25 million in new funding to support its mission to measure media and advertising carbon emissions and suggest optimizations that will reduce them. Brands that use Scope3 to reduce their emissions include Coca-Cola, General Motors and Mastercard. It now plans to address the growing threat of emissions caused by the use of AI.