Waste Away: How AI Is Helping Marketers Combat Advertising Waste

With all signs pointing to marketing spend’s growth rate increasing, it’s surprising to see that more than half of marketers (58%) surveyed in a new EMARKETER and Demandbase report say ad waste is still an issue, particularly with 52.4% estimating that loss to be between 16% and 45%.

“Despite confidence in digital channels and new adtech and martech, marketers struggle to maximize efficiency,” says the “From Ad Waste To ROI” report. “Reaching the right buying groups is the top challenge to maximize ROI, cited by half (50.2%) of marketers. While 47.2% use a group-based targeting approach, nearly a fifth are not satisfied and only 17.3% say their journey stages are fully mapped out.”

37.7% cite longer sales cycles as a key challenge for maximizing ROI in B2B marketing specifically, “emphasizing the brand-customer relationship,” the report says. 

When comparing B2B and B2C tactics, in fact, 52.8% said relationship-building and networking works better for B2B marketing, followed by LinkedIn marketing (47.6%) and long-term marketing with CRM tools (44.6%).

Not surprisingly, marketers are turning to AI to help streamline their strategies and approaches.

(Source: EMARKETER)

“AI enables marketers to adjust their advertising strategy by region, which can vary in terms of messaging, digital platforms, and consumer behavior,” says the report, which found AI being used most for content creation and optimization (48.5%) and data-driven insights (44.6%). “As the technology evolves, it could revolutionize how B2B marketers target and measure campaigns.”

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