Rapidly growing healthcare providers are reinvesting in online marketing: Incumbents must embrace social and search marketing to ward off competition from telehealth and D2C providers.
According to an October 2024 Pipeline360 and Demand Metric survey, 38% of B2B marketers in the UK and the US rely on SEO and search engine marketing(SEM) for lead generation, ahead of webinars, content syndication, and events. SEO budgets should reflect that up to 90% of search activity still occurs on traditional platforms like Google and Bing.
This is the Q1 2025 installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.鈥�
Advertising鈥檚 AI obsession is upside down: While genAI dominates for content creation, agencies are sleeping on AI鈥檚 real strategic edge鈥攍ike SEO, workflow automation, and data insights