Visual Content Important, but Budget Isn't There: CMO Study

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Visual content may be important to marketing, but many senior marketers don't believe they're spending enough on those assets, according to a study by the CMO Council.

The study, "From Creativity to Content," was based on an online survey of 177 senior marketers in North America; 52% of respondents were from b-to-b companies; 30% were from companies doing both b-to-b and b-to-c; and 18% were from b-to-c companies.

The survey found that 65% of marketers said visual assets--including photos, videos, illustrations and infographics--are core to communicating their brand story. But only 29% of senior marketers said their marketing budget is allocated appropriately for acquiring or creating visual assets, and 39% said they should be spending more in this area.

Almost one-fourth (24%) said they spend less than 5% of their marketing budget on creating or buying visual assets, the study found.

"B-to-b marketers really have to up their game -- not just write a white paper, put it on their website and get people to register for it," said Liz Miller, senior VP-marketing at the CMO Council. "People enjoy visuals, and this is true both for b-to-b and b-to-c."

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