The 2018 State of Branding report is out! As innovations in technology continue to evolve rapidly, Bynder and OnBrand have taken an in-depth look at the current state of brand marketing to gauge how today’s marketers aim to retain their competitive edge in 2018.

The results of OnBrand Magazine’s annual State of Branding report have revealed some interesting insights for the world of branding, showing a shift in the priorities of marketers for 2018.

After analyzing responses from a whole host of today’s global marketing executives and brand managers, we’ve summarized some of the key takeaways from the report.

Time to personalize

If you read our 2017 report, you’ll know that last year’s top priority for marketers was customer acquisition, with customer experience falling in third right behind increasing brand awareness. Our 2018 report reveals a shift in the top priorities of marketers, with customer experience jumping to first place and customer acquisition and brand awareness tied for second.

This focus on customer experience no doubt reflects the growing demand by consumers for a more personalized digital experience. Brands have an opportunity here to use emerging technologies to create a more tailored approach to how they market their brands.

Are we on the brink of a voice-enabled world?

The rapid adoption of Alexa, Siri, and Google Assistant as a marketing strategy has created a new world for marketers and advertisers, with 40% of marketing decision-makers saying they will invest in voice assistants in 2018.

An interesting finding was that the tone of a voice assistant ranked as more important than gender when it came to branding faceless technologies, although 54% of marketers would still prefer a female voice assistant.


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Influencers still in demand

2017 was dubbed by many as the year of the influencer, sparking debates about the effectiveness and authenticity of this tactic. While the jury is still out on influencer marketing, it’s clear that brands are taking the strategy seriously: 79% of marketing decision-makers plan to invest in influencer marketing this year, 43% plan to invest more, and 22% are venturing into the market for the first time. 

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View the full report

Explore the full State of Branding 2018 report and its findings here. We’d also love to hear your thoughts. Tweet us @bynder, and be sure to use #StateofBranding!