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WAEC Marketing Questions and Answers (Theory/Objectives) 2023/2024

Waec marketing questions and answers for free to all Weac candidates In Ghana, Liberia, Nigeria, Sierra Leone, and The Gambia. On this page, all the Waec marketing questions and answers for 2023 and the most common questions and answers are released here.

Waec Candidates that applied for the West African Examination Council (WAEC) SSCE Examination will write their Waec Marketing For the ART student. All details you need for you to be successful and pass this 2023 Waec Exam will also be given and make sure you read all through.

2023 Waec Marketing Exam Papers

2023 Waec Marketing exam papers are

• Waec Marketing Essay
• Waec Marketing Objectives,

You are writing the 2 papers in only one day. In this post, we will be posting samples of the Waec Marketing questions for candidates that will participate in the examination.

2023 Waec Marketing Questions and Answers Objective (paper 1)

The 2023 Waec marketing questions and answers loading!  2023 Marketing objective answers Loading!! 2023 Marketing Theory Answers Loading!!! Kindly bookmark the website for the answers that will be released. or better still reload the site to check if the answers for the 2023 Waec marketing questions and answers have dropped.

Previous Year  WAEC MARKETING OBJ ANSWERS:

1-10 DABDABBCCD 11-20 CCCABABCDD 21-30 BBBDADCAAD 31-40 CBBBBDABDA

1. The slow pace of industrial growth in Nigeria can be attributed to__________?

A lack of raw materials B lack of market for produce C inadequate skilled labor D over-dependence on the oil sector

2. Development plans fail in Nigeria mainly because of

A. Corruption and political instability B Over-dependence on foreign aid C High cost of plan implementation D Shortage of personnel

3. Consumers allocate their resources based on the ______?

A Law of diminishing marginal utility B Value in use and value in exchange principle C Law of returns to scale D Diamond and water paradox

4. A government budget proposing to spend more than its expected revenue in a year will create_______?

An Opportunity for combating inflation B Depression in the economy C Shortage in money supply D Opportunity for full employment

5.The major characteristics of an undeveloped nation is

A. Over-dependence on foreign products B Dominance of the industrial sector C High per capita income D Efficient and sensitive financial sector

6. A company’s expenditure on raw materials is termed as_______?

A Prime cost B Explicit cost C Average cost D Implicit cost

Waec Marketing Questions and Answers THEORY (paper 2)

(1a) Pricing can be defined as the amount/anything that is being used to facilitate change

(1b) The marketing concept is premised on the identification and determination of the needs and wants of the prospective clients or customers, therefore the business firm must adapt to the 4ps of the marketing mix ie price, product, place, and promotion to ensure efficiency and effectiveness of the meeting and satisfying the needs and wants of the customers

(1c) -Product -Price -Place -Promotion

-Product: This connotes the broad concept that encompasses the satisfaction of all consumer needs in relation to a good, service, or idea. It includes making decisions about customer service, package design, brand names, trademarks, warranties, product development, quality, feature, and packaging

-Price: Price is the amount that is used to facilitate exchange. Price is the most sensitive one because of customer sensitive marketing mix because customers respond more to price strategy.

-Place: This is otherwise referred to as a distribution, time utilities, and the conditions that enable consumers and business users to have products available for use when and where they want them.

-Promotion: This relates to all marketing activities made to convince potential customers that the right product is available at the right place and at the right price through publicity, advertisement, sales promotion, and other promotion techniques

2a. A product is anything that can be offered to a market that might satisfy a want or need.

2b. Product is the concept of the physical or intangible thing that is going to be marketed, that is divided into three major (with subdivisions each) concentric circles.

1) Simple Product: What it is, color, substance, characteristics, need that satisfies. 2) Real Product: Packaging, image, advertising, public personality, shape, colors, semiology of all the above. 3) Amplified Product: all the differential advantages, as in guarantees, service, customer attention, etc.

Production on the other hand is the method, processes, and, organization to develop and massively construct or build the product. If it’s intangible this is just the same, only that is “just in time” either way processes must be designed prior to the sale.

2c (i) Timing (ii) Not Living Up To The Hype (iii) Prohibitively Strong Branding (iv) Fixing What Ain’t Broken (v) Cross Contamination – Mixing (vi) Two Successful Products Into One Big Failure (vii) Not Making The Right Business Partner

5a) Sale promotion may be defined as methods that last for a specified period adopted by manufacturers aimed at bringing the existence of goods or the introduction of new ones to the knowledge of consumers and to boost sales.

5b) -To inform the public of the place’s prices and methods of obtaining the goods advertised -It is also aimed at increasing the sales and profits of the firm -It is also used to inform the customers of the benefits of goods advertised -It informs the public about the existence of new goods or service -It is also used to create demand

(5c) -It arouses the interest of the buyers -It creates product awareness -It gives rooms for demonstration -It allows the buyers to negotiate for better prices and other favorable terms.

6a) -He carries out market research -He helps to develop marketing strategies -He helps to perform mutual relationship between the management and consumer -He assigns duties and sets targets for other members of the staff -He evaluates the performance of the staff periodically -He helps to analyze market trends with the aim of identifying a new market for their product and services

Practice Waec Marketing Questions On Objective and Theory

If you can be able to access these questions with the appropriate answers without using textbooks or materials you are 80% ready for the 2023 Marketing Exam. Kindly submit the answer in the comment section below and if you are interested in the 2023 Waec Marketing answers kindly show interest.

An advantage of road transportation over air transportation is that ____________

A. Fares are not fixed but negotiable B. It is suitable for carrying bulky goods C. Movements are on special routes D. It is a faster means of moving goods

A facility that would be used by a producer that wants to reduce fluctuations in product supply is ____________

A. Wholesaling B. Retailing C. Warehousing D. Merchandizing

The application of marketing activities beyond a country’s national boundaries is ____________

A. Domestic marketing B. Wholesale marketing C. Retail marketing D. International marketing

The platform where buyers and sellers are brought together to assist in the transfer of goods and services is ____________

A. Transportation B. Advertising C. Distribution D. Market

An arrangement whereby a company’s name and trademark are used by a foreign company is ____________

A. Licensing B. Franchising C. Joint venture D. Strategic alliance

Which of the following factors is not considered while locating a market outlet?

A. Availability of facilities B. Economic trends C. Capital availability D. Sources of supply

The activity that is involved in making products visible, accessible and attractive to consumers in a retail outlet is ____________

A. Personal selling B. Prospecting C. Direct selling D. Merchandising

A reason why e-marketing is important is that it ____________

A. Provides avenue for immediate inspection of products B. Offers unsolicited messages to customers C. Demonstrates practical use of products D. Offers unlimited access to customers

Which of these steps is followed in the process of buying by an individual? I. Information search II. Problem recognition III. Evaluation of alternatives IV. Purchase decision V. Post purchases behaviour

A. V,IV,III,II,I B. III,IV,II,I C. II,I,III,IV,V D. I,II,III,IV,V

Marketing is the ____________

A. Buying and selling of goods and services B. Buying, selling and distribution of goods and services C. Identification and satisfaction of consumer’s needs at a profit D. Distribution and transportation of goods at a profit

Before you leave this page kindly make sure you understand and know how WASSCE grades your WAEC Subject. The reason why we are doing this, is not to frighten or scare you but to put you in check and see reasons why you need to be serious with your Marketing studies for the 2023 Marketing Exam

Waec Grading System For all Waec Candidates

Do you know that the West African Examination Council (WAEC) Board has published the Waec grading system of results? Kindly check below to see the meaning of the Waec Grading Result.

The table below shows candidates the positioning of the Waec grading of results ranging from A1, B2, B3, C4, C5, C6, D7, E8, F9 are the complete list of Waec Grading Result. All Waec candidates must fall into one of the Waec Grading Systems.

WAEC Gradi n g Percentage Scores

• A1 Excellent 75% – 100%
• B2 Very good 70% – 74%
• B3 Good 65% – 69%
• C4 Credit 60% – 64%
• C5 Credit 55% – 59%
• C6 Credit 50% – 54%
• D7 Pass 45% – 49%
• E8 Pass 40% – 45%
• F9 Failure 0% – 44%

If you have been wondering where to get the best and latest Waec news updates and guide about Waec 2023, how to pass Waec, a timetable for 2022/2023 Waec, free online and hardcopy Waec past questions, and hot topics to read for Waec, latest news updates and Waec CBT practice platform, then subscribe to the newsletter or join our Forum

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Marketing Exam Practice Paper 1

Features of Markets: Location, Size, Share, Competitors, Growth✍🏽

Section a:   (a) 2 mark paper 1.

(a) Define the term ‘customer (market) orientation’. [2]

Niche Versus Mass Marketing ✍🏽

Section a:   (b) 3 mark paper 1.

(b) Explain one limitation of niche marketing. [3]

Market Segmentation ✍🏽

Section a:   (a) 2 mark (b) 3 mark paper 1.

 (a) Define the term ‘market segmentation’. [2]

(b) Briefly explain one reason why a business might segment its market [3]

Primary and Secondary Research ✍🏽

Section a:  (b) 3 mark paper 1.

(b) Explain one advantage to a business of using primary (field) market research data. [3]

Sampling Methods ✍🏽

 (a) Define the term ‘sampling’. [2]

Types of Pricing Strategies ✍🏽

(a) Define the term ‘price discrimination’. [2]

(b) Explain one disadvantage to a business of using price discrimination. [3]

Marketing Mix ✍🏽

SECTION B:   12 mark PAPER 1

(b) “Promotion is the most important element of the marketing mix for an internet banking service”

Evaluate this view. [12]

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WAEC Marketing Past Questions and Answers | PDF Download

If you are preparing to write your WAEC Examination , we have a list of WAEC Marketing’s past questions and answers to help you prepare for the exam.

Scoring high in your WAEC examinations is important, and reviewing the questions that WAEC has set in previous years can be a great way to prepare for the exam.

It is important to note that you need to look at the WAEC Syllabus for Marketing to know what topics will be treated in this year’s WAEC examination.

To check out past questions for other subjects, visit the WAEC Past Questions website.

Why Should You Study WAEC Past Questions?

Practicing with past questions can give you an edge over an average person who didn’t practice with the past questions. You get familiar with the exam question pattern and get to know the frequently set questions that might appear in your exams.

This can help reduce the exam tension on you, as seeing the past questions eases the tension as you would imagine the exam even before heading to the exam hall. Additionally, practicing with past questions can help you manage your time well, and you already know what kind of questions to expect. Our WAEC past questions are actual WAEC exams that have been written.

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WAEC Marketing Past Questions – Free Download PDF

• Marketing Paper 2, May/June. 2007 – With Answers

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Please feel free to share this post with your friends, as they might find it useful. We hope you do well in your WAEC examination.

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WAEC Marketing Past Questions and Answers pdf Free Download in 2023

Are you writing Senior School Certificate Examination SSCE in May/June also know as WAEC, if yes, you need the WAEC Marketing Past Question and Answer to enhance your preparatory skill in readiness to the exam.

we at stcharlesedu.com has compiled all the Marketing past question and answer from 2015 – till date.

This past questions will give you the over-view and nature of the exams.

Past questions will not only help you know the likely questions but you will understand the nature of the examination.

our research has confirm that candidate that uses past questions to prepare for examination is ten times better than those who do not.

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Table of Contents

• 1 WAEC Past Questions on Marketing Free Download
• 2 WAEC Marketing Theory Question Sample
• 3 WAEC Marketing Objective Question Sample
• 4 How to Get WAEC Past Questions on Marketing

WAEC Past Questions on Marketing Free Download

Click to Download your free WASSCE Past Question on Marketing Paper 1 and 2

Link 1:   Past WASSCE Marketing Questions Booklet Link 2:   Past WASSCE Marketing Questions Booklet

WAEC Marketing Theory Question Sample

WASSCE JUNE 2015 MARKETING 2 ESSAY QUESTIONS

1(a) State five importance of middlemen in marketing. (b)Explain five factors that can determine the type of channels of distribution to be used by a company.

2(a) What is a warehouse? (b) Describe any three types of warehousing. (c) State six functions of a warehouse

3(a) Explain the following: (i) consular invoice (ii) waybill

(b) Explain seven factors that will influence the place Tochukwu will locate his grocery business.

4(a) Explain five stages in marketing planning (b) State five uses of feedback in marketing research.

5(a) What is merchandising? (b) Mention four merchandising activities. (c) State seven functions of merchandising.

6. State five importance of e-marketing to: (a) an organization; (b) a consumer:

WAEC Marketing Objective Question Sample

WASSCE JUNE 2015 MARKETING  OBJECTIVE TEST QUESTIONS

1.The selling of goods in small units is normally performed by A, distributors, B, wholesalers, C, retailer’s. D. brokers,

2. A storage facility that uses advanced material handling system under the control of a central computer is

A. a public warehouse, B. an automated warehouse. C. a distribution warehouse. D, a storage warehouse,

3. The way in which a product is delivered to meet the customers’ need is A. new product concepts, B. selling concepts. C. advertising activities. D, distribution activities.

4. The process of encouraging consumers to buy products at retail outlets is A. advertising. B. publicity. C. merchandising. D. distribution,

5. Another term for marketing is A. direct marketing. B. internet marketing, C. electronic banking. D. electronic purchasing,

6. A document that accompanies goods in transit is a A. manifest. B, waybill. C, bill of sight. D. credit note,

7. Marketing concept means A. buying and selling to customers, B. selling and distribution to customers. C. satisfying customers’ needs and wants. D. advertising and promotion to customers

8. Meeting customer expectation regarding the quality a product is A. customer satisfaction. B. customer excellent. C. customer loyalty, D. customer value.

9. Which of the following channels of distribution will be used by a company that wants to have control over its price? A. Manufacturer — Consumer B. Manufacturer — Agent — Consumer C. Manufacturer — Wholesaler — Retailer—Consumer D. Manufacturer —Agent —Retailer -—* Consumer

10. Which of the following is not an element of the marketing mix? A. Place B. Packaging C. Price D. Product

11. Competitive price in marketing is arrived at by A. considering competitive demand for the product. B. adding mark-up to the cost price. C. setting price in relation to competitors’ price. D. adding margin to the best price.

12. Marketing is defined as A. buying and selling to customers. B. selling and distribution to customers. C. meeting customers need profitably. D. Advertising and promotion to customers

13. A product by an organization for use in Carrying out a business is A. an industrial product. B. a specialty product. C. a consumer product. D. a convenience product.

14. Which of the following cannot be used to identify a product? A. Trade mark B. Trade name C. Pricing policy D. Package

15. Convenience and specialty goods are classified as A. consumer goods. B. organizational goods. C. Agricultural goods. D. industrial goods.

16. An offer of free sample of goods is a form of A. conditional sale. B. tied buying. C. after-sales service. D. sales promotion.

17. The process of dividing a market into homogenous groups of buyers is A. product differentiation. B. target marketing, market. C. segmentation. D. product positioning.

18. Which of the following is not contained in a consignment note? A. Name of the seller B. Name of the buyer C. Cost of goods D. Description of good

19. A market that deals in soft drinks and cosmetics is a A. consumer market. B. business market. C. government market. D. reseller market.

20. A policy where a manufacturer of a product contributes to a retailer’s advertising cost of his product is A. institutional advertising B. promotional advertising. C. informative advertising. D. cooperative advertising.

21. A method of selling goods through the use of catalogue is A. self service. B. mail order. C. mobile shop. D. tied shop.

22. Premium goods are offered either free or at low cost to A. improve customers’ taste. B. give incentive to buyers. C. enhance after-sales service. D. improve quality of product.

23. An authorized person who accesses other people’s information on the internet is a A. web designer. B. web owner. C. web hacker. D. web provider.

Want more Marketing Objective Questions like this? Get the Complete WAEC Marketing Exam Past Questions and Answer (Obj and Essay) in PDF Format from us.

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Marketing Past Questions

A short term tool used in boosting turnover is________

• A. Sales promotion
• B. Mass media
• C. Personal selling
• D. E-marketing

The part of an advertising leaflet that introduces the message of the advertisement is _________

• B. Headline
• D. Photograph

The amount of money charged for a _______

An advertising media with the highest coverage area is ____________

• A. Billboard
• B. Catalogue
• C. Magazine
• D. Television

A pricing strategy in which the nuyer and seller bargain to reach an agreement on the price of a product is_______

• A. Cost-plus
• B. Haggling
• C. Skimming pricing
• D. Penetration pricing
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B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2024 [Research]

• by Stephanie Stahl
• | Published: October 18, 2023
• | Trends and Research

Creating standards, guidelines, processes, and workflows for content marketing is not the sexiest job.

But setting standards is the only way to know if you can improve anything (with AI or anything else).

Here’s the good news: All that non-sexy work frees time and resources (human and tech) you can apply to bring your brand’s strategies and plans to life.  

But in many organizations, content still isn’t treated as a coordinated business function. That’s one of the big takeaways from our latest research, B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2024, conducted with MarketingProfs and sponsored by Brightspot .

A few symptoms of that reality showed up in the research:

• Marketers cite a lack of resources as a top situational challenge, the same as they did the previous year.
• Nearly three-quarters (72%) say they use generative AI, but 61% say their organization lacks guidelines for its use.
• The most frequently cited challenges include creating the right content, creating content consistently, and differentiating content.

I’ll walk you through the findings and share some advice from CMI Chief Strategy Advisor Robert Rose and other industry voices to shed light on what it all means for B2B marketers. There’s a lot to work through, so feel free to use the table of contents to navigate to the sections that most interest you.

Note: These numbers come from a July 2023 survey of marketers around the globe. We received 1,080 responses. This article focuses on answers from the 894 B2B respondents.

Table of contents

• Team structure
• Content marketing challenges

Content types, distribution channels, and paid channels

• Social media

Content management and operations

• Measurement and goals
• Overall success
• Budgets and spending
• Top content-related priorities for 2024
• Content marketing trends for 2024

Action steps

Methodology, ai: 3 out of 4 b2b marketers use generative tools.

Of course, we asked respondents how they use generative AI in content and marketing. As it turns out, most experiment with it: 72% of respondents say they use generative AI tools.

But a lack of standards can get in the way.

“Generative AI is the new, disruptive capability entering the realm of content marketing in 2024,” Robert says. “It’s just another way to make our content process more efficient and effective. But it can’t do either until you establish a standard to define its value. Until then, it’s yet just another technology that may or may not make you better at what you do.”

So, how do content marketers use the tools today? About half (51%) use generative AI to brainstorm new topics. Many use the tools to research headlines and keywords (45%) and write drafts (45%). Fewer say they use AI to outline assignments (23%), proofread (20%), generate graphics (11%), and create audio (5%) and video (5%).

Some marketers say they use AI to do things like generate email headlines and email copy, extract social media posts from long-form content, condense long-form copy into short form, etc.

Only 28% say they don’t use generative AI tools.

Most don’t pay for generative AI tools (yet)

Among those who use generative AI tools, 91% use free tools (e.g., ChatGPT ). Thirty-eight percent use tools embedded in their content creation/management systems, and 27% pay for tools such as Writer and Jasper.

AI in content remains mostly ungoverned

Asked if their organizations have guidelines for using generative AI tools, 31% say yes, 61% say no, and 8% are unsure.

We asked Ann Handley , chief content officer of MarketingProfs, for her perspective. “It feels crazy … 61% have no guidelines? But is it actually shocking and crazy? No. It is not. Most of us are just getting going with generative AI. That means there is a clear and rich opportunity to lead from where you sit,” she says.

“Ignite the conversation internally. Press upon your colleagues and your leadership that this isn’t a technology opportunity. It’s also a people and operational challenge in need of thoughtful and intelligent response. You can be the AI leader your organization needs,” Ann says.

Why some marketers don’t use generative AI tools

While a lack of guidelines may deter some B2B marketers from using generative AI tools, other reasons include accuracy concerns (36%), lack of training (27%), and lack of understanding (27%). Twenty-two percent cite copyright concerns, and 19% have corporate mandates not to use them.

How AI is changing SEO

We also wondered how AI’s integration in search engines shifts content marketers’ SEO strategy. Here’s what we found:

• 31% are sharpening their focus on user intent/answering questions.
• 27% are creating more thought leadership content.
• 22% are creating more conversational content.

Over one-fourth (28%) say they’re not doing any of those things, while 26% say they’re unsure.

AI may heighten the need to rethink your SEO strategy. But it’s not the only reason to do so, as Orbit Media Studios co-founder and chief marketing officer Andy Crestodina points out: “Featured snippets and people-also-ask boxes have chipped away at click-through rates for years,” he says. “AI will make that even worse … but only for information intent queries . Searchers who want quick answers really don’t want to visit websites.

“Focus your SEO efforts on those big questions with big answers – and on the commercial intent queries,” Andy continues. “Those phrases still have ‘visit website intent’ … and will for years to come.”

Will the AI obsession ever end?

Many B2B marketers surveyed predict AI will dominate the discussions of content marketing trends in 2024. As one respondent says: “AI will continue to be the shiny thing through 2024 until marketers realize the dedication required to develop prompts, go through the iterative process, and fact-check output . AI can help you sharpen your skills, but it isn’t a replacement solution for B2B marketing.”

Back to table of contents

Team structure: How does the work get done?

Generative AI isn’t the only issue affecting content marketing these days. We also asked marketers about how they organize their teams .

Among larger companies (100-plus employees), half say content requests go through a centralized content team. Others say each department/brand produces its own content (23%), and the departments/brand/products share responsibility (21%).

Content strategies integrate with marketing, comms, and sales

Seventy percent say their organizations integrate content strategy into the overall marketing sales/communication/strategy, and 2% say it’s integrated into another strategy. Eleven percent say content is a stand-alone strategy for content used for marketing, and 6% say it’s a stand-alone strategy for all content produced by the company. Only 9% say they don’t have a content strategy. The remaining 2% say other or are unsure.

Employee churn means new teammates; content teams experience enlightened leadership

Twenty-eight percent of B2B marketers say team members resigned in the last year, 20% say team members were laid off, and about half (49%) say they had new team members acclimating to their ways of working.

While team members come and go, the understanding of content doesn’t. Over half (54%) strongly agree, and 30% somewhat agree the leader to whom their content team reports understands the work they do. Only 11% disagree. The remaining 5% neither agree nor disagree.

And remote work seems well-tolerated: Only 20% say collaboration was challenging due to remote or hybrid work.

Content marketing challenges: Focus shifts to creating the right content

We asked B2B marketers about both content creation and non-creation challenges.

Content creation

Most marketers (57%) cite creating the right content for their audience as a challenge. This is a change from many years when “creating enough content” was the most frequently cited challenge.

One respondent points out why understanding what audiences want is more important than ever: “As the internet gets noisier and AI makes it incredibly easy to create listicles and content that copy each other, there will be a need for companies to stand out. At the same time, as … millennials and Gen Z [grow in the workforce], we’ll begin to see B2B become more entertaining and less boring. We were never only competing with other B2B content. We’ve always been competing for attention.”

Other content creation challenges include creating it consistently (54%) and differentiating it (54%). Close to half (45%) cite optimizing for search and creating quality content (44%). About a third (34%) cite creating enough content to keep up with internal demand, 30% say creating enough content to keep up with external demand, and 30% say creating content that requires technical skills.

Other hurdles

The most frequently cited non-creation challenge, by far, is a lack of resources (58%), followed by aligning content with the buyer’s journey (48%) and aligning content efforts across sales and marketing (45%). Forty-one percent say they have issues with workflow/content approval, and 39% say they have difficulty accessing subject matter experts. Thirty-four percent say it is difficult to keep up with new technologies/tools (e.g., AI). Only 25% cite a lack of strategy as a challenge, 19% say keeping up with privacy rules, and 15% point to tech integration issues.

We asked content marketers about the types of content they produce, their distribution channels , and paid content promotion. We also asked which formats and channels produce the best results.

Popular content types and formats

As in the previous year, the three most popular content types/formats are short articles/posts (94%, up from 89% last year), videos (84%, up from 75% last year), and case studies/customer stories (78%, up from 67% last year). Almost three-quarters (71%) use long articles, 60% produce visual content, and 59% craft thought leadership e-books or white papers. Less than half of marketers use brochures (49%), product or technical data sheets (45%), research reports (36%), interactive content (33%), audio (29%), and livestreaming (25%).

Effective content types and formats

Which formats are most effective? Fifty-three percent say case studies/customer stories and videos deliver some of their best results. Almost as many (51%) names thought leadership e-books or white papers, 47% short articles, and 43% research reports.

Popular content distribution channels

Regarding the channels used to distribute content, 90% use social media platforms (organic), followed by blogs (79%), email newsletters (73%), email (66%), in-person events (56%), and webinars (56%).

Channels used by the minority of those surveyed include:

• Digital events (44%)
• Podcasts (30%)
• Microsites (29%)
• Digital magazines (21%)
• Branded online communities (19%)
• Hybrid events (18%)
• Print magazines (16%)
• Online learning platforms (15%)
• Mobile apps (8%)
• Separate content brands (5%)

Effective content distribution channels

Which channels perform the best? Most marketers in the survey point to in-person events (56%) and webinars (51%) as producing better results. Email (44%), organic social media platforms (44%), blogs (40%) and email newsletters (39%) round out the list.

Popular paid content channels

When marketers pay to promote content , which channels do they invest in? Eighty-six percent use paid content distribution channels.

Of those, 78% use social media advertising/promoted posts, 65% use sponsorships, 64% use search engine marketing (SEM)/pay-per-click, and 59% use digital display advertising. Far fewer invest in native advertising (35%), partner emails (29%), and print display ads (21%).

Effective paid content channels

SEM/pay-per-click produces good results, according to 62% of those surveyed. Half of those who use paid channels say social media advertising/promoted posts produce good results, followed by sponsorships (49%), partner emails (36%), and digital display advertising (34%).

Social media use: One platform rises way above

When asked which organic social media platforms deliver the best value for their organization, B2B marketers picked LinkedIn by far (84%). Only 29% cite Facebook as a top performer, 22% say YouTube, and 21% say Instagram. Twitter and TikTok see 8% and 3%, respectively.

So it makes sense that 72% say they increased their use of LinkedIn over the last 12 months, while only 32% boosted their YouTube presence, 31% increased Instagram use, 22% grew their Facebook presence, and 10% increased X and TikTok use.

Which platforms are marketers giving up? Did you guess X? You’re right – 32% of marketers say they decreased their X use last year. Twenty percent decreased their use of Facebook, with 10% decreasing on Instagram, 9% pulling back on YouTube, and only 2% decreasing their use of LinkedIn.

Interestingly, we saw a significant rise in B2B marketers who use TikTok: 19% say they use the platform – more than double from last year.

To explore how teams manage content, we asked marketers about their technology use and investments and the challenges they face when scaling their content .

Content management technology

When asked which technologies they use to manage content, marketers point to:

• Analytics tools (81%)
• Social media publishing/analytics (72%)
• Email marketing software (69%)
• Content creation/calendaring/collaboration/workflow (64%)
• Content management system (50%)
• Customer relationship management system (48%)

But having technology doesn’t mean it’s the right technology (or that its capabilities are used). So, we asked if they felt their organization had the right technology to manage content across the organization.

Only 31% say yes. Thirty percent say they have the technology but aren’t using its potential, and 29% say they haven’t acquired the right technology. Ten percent are unsure.

Content tech spending will likely rise

Even so, investment in content management technology seems likely in 2024: 45% say their organization is likely to invest in new technology, whereas 32% say their organization is unlikely to do so. Twenty-three percent say their organization is neither likely nor unlikely to invest.

Scaling content production

We introduced a new question this year to understand what challenges B2B marketers face while scaling content production .

Almost half (48%) say it’s “not enough content repurposing.” Lack of communication across organizational silos is a problem for 40%. Thirty-one percent say they have no structured content production process, and 29% say they lack an editorial calendar with clear deadlines. Ten percent say scaling is not a current focus.

Among the other hurdles – difficulty locating digital content assets (16%), technology issues (15%), translation/localization issues (12%), and no style guide (11%).

For those struggling with content repurposing, content standardization is critical. “Content reuse is the only way to deliver content at scale. There’s just no other way,” says Regina Lynn Preciado , senior director of content strategy solutions at Content Rules Inc.

“Even if you’re not trying to provide the most personalized experience ever or dominate the metaverse with your omnichannel presence, you absolutely must reuse content if you are going to deliver content effectively,” she says.

“How to achieve content reuse ? You’ve probably heard that you need to move to modular, structured content. However, just chunking your content into smaller components doesn’t go far enough. For content to flow together seamlessly wherever you reuse it, you’ve got to standardize your content. That’s the personalization paradox right there. To personalize, you must standardize.

“Once you have your content standards in place and everyone is creating content in alignment with those standards, there is no limit to what you can do with the content,” Regina explains.

Why do content marketers – who are skilled communicators – struggle with cross-silo communication? Standards and alignment come into play.

“I think in the rush to all the things, we run out of time to address scalable processes that will fix those painful silos, including taking time to align on goals, roles and responsibilities, workflows, and measurement,” says Ali Orlando Wert , senior director of content strategy at Appfire. “It takes time, but the payoffs are worth it. You have to learn how to crawl before you can walk – and walk before you can run.”

Measurement and goals: Generating sales and revenue rises

Almost half (46%) of B2B marketers agree their organization measures content performance effectively. Thirty-six percent disagree, and 15% neither agree nor disagree. Only 3% say they don’t measure content performance.

The five most frequently used metrics to assess content performance are conversions (73%), email engagement (71%), website traffic (71%), website engagement (69%), and social media analytics (65%).

About half (52%) mention the quality of leads, 45% say they rely on search rankings, 41% use quantity of leads, 32% track email subscribers, and 29% track the cost to acquire a lead, subscriber, or customer.

The most common challenge B2B marketers have while measuring content performance is integrating/correlating data across multiple platforms (84%), followed by extracting insights from data (77%), tying performance data to goals (76%), organizational goal setting (70%), and lack of training (66%).

Regarding goals, 84% of B2B marketers say content marketing helped create brand awareness in the last 12 months. Seventy-six percent say it helped generate demand/leads; 63% say it helped nurture subscribers/audiences/leads, and 58% say it helped generate sales/revenue (up from 42% the previous year).

Success factors: Know your audience

To separate top performers from the pack, we asked the B2B marketers to assess the success of their content marketing approach.

Twenty-eight percent rate the success of their organization’s content marketing approach as extremely or very successful. Another 57% report moderate success and 15% feel minimally or not at all successful.

The most popular factor for successful marketers is knowing their audience (79%).

This makes sense, considering that “creating the right content for our audience” is the top challenge. The logic? Top-performing content marketers prioritize knowing their audiences to create the right content for those audiences.

Top performers also set goals that align with their organization’s objectives (68%), effectively measure and demonstrate content performance (61%), and show thought leadership (60%). Collaboration with other teams (55%) and a documented strategy (53%) also help top performers reach high levels of content marketing success.

We looked at several other dimensions to identify how top performers differ from their peers. Of note, top performers:

• Are backed by leaders who understand the work they do.
• Are more likely to have the right content management technologies.
• Have better communication across organizational silos.
• Do a better job of measuring content effectiveness.
• Are more likely to use content marketing successfully to generate demand/leads, nurture subscribers/audiences/leads, generate sales/revenue, and grow a subscribed audience.

Little difference exists between top performers and their less successful peers when it comes to the adoption of generative AI tools and related guidelines. It will be interesting to see if and how that changes next year.

Budgets and spending: Holding steady

To explore budget plans for 2024, we asked respondents if they have knowledge of their organization’s budget/budgeting process for content marketing. Then, we asked follow-up questions to the 55% who say they do have budget knowledge.

Content marketing as a percentage of total marketing spend

Here’s what they say about the total marketing budget (excluding salaries):

• About a quarter (24%) say content marketing takes up one-fourth or more of the total marketing budget.
• Nearly one in three (29%) indicate that 10% to 24% of the marketing budget goes to content marketing.
• Just under half (48%) say less than 10% of the marketing budget goes to content marketing.

Content marketing budget outlook for 2024

Next, we asked about their 2024 content marketing budget. Forty-five percent think their content marketing budget will increase compared with 2023, whereas 42% think it will stay the same. Only 6% think it will decrease.

Where will the budget go?

We also asked where respondents plan to increase their spending.

Sixty-nine percent of B2B marketers say they would increase their investment in video, followed by thought leadership content (53%), in-person events (47%), paid advertising (43%), online community building (33%), webinars (33%), audio content (25%), digital events (21%), and hybrid events (11%).

The increased investment in video isn’t surprising. The focus on thought leadership content might surprise, but it shouldn’t, says Stephanie Losee , director of executive and ABM content at Autodesk.

“As measurement becomes more sophisticated, companies are finding they’re better able to quantify the return from upper-funnel activities like thought leadership content ,” she says. “At the same time, companies recognize the impact of shifting their status from vendor to true partner with their customers’ businesses.

“Autodesk recently launched its first global, longitudinal State of Design & Make report (registration required), and we’re finding that its insights are of such value to our customers that it’s enabling conversations we’ve never been able to have before. These conversations are worth gold to both sides, and I would imagine other B2B companies are finding the same thing,” Stephanie says.

Top content-related priorities for 2024: Leading with thought leadership

We asked an open-ended question about marketers’ top three content-related priorities for 2024. The responses indicate marketers place an emphasis on thought leadership and becoming a trusted resource.

Other frequently mentioned priorities include:

• Better understanding of the audience
• Discovering the best ways to use AI
• Increasing brand awareness
• Lead generation
• Using more video
• Better use of analytics
• Conversions
• Repurposing existing content

Content marketing predictions for 2024: AI is top of mind

In another open-ended question, we asked B2B marketers, “What content marketing trends do you predict for 2024?” You probably guessed the most popular trend: AI.

Here are some of the marketers’ comments about how AI will affect content marketing next year:

• “We’ll see generative AI everywhere, all the time.”
• “There will be struggles to determine the best use of generative AI in content marketing.”
• “AI will likely result in a flood of poor-quality, machine-written content. Winners will use AI for automating the processes that support content creation while continuing to create high-quality human-generated content.”
• “AI has made creating content so easy that there are and will be too many long articles on similar subjects; most will never be read or viewed. A sea of too many words. I predict short-form content will have to be the driver for eyeballs.”

Other trends include:

• Greater demand for high-quality content as consumers grow weary of AI-generated content
• Importance of video content
• Increasing use of short video and audio content
• Impact of AI on SEO

Among the related comments:

• “Event marketing (webinars and video thought leadership) will become more necessary as teams rely on AI-generated written content.”
• “AI will be an industry sea change and strongly impact the meaning of SEO. Marketers need to be ready to ride the wave or get left behind.”
• “Excitement around AI-generated content will rise before flattening out when people realize it’s hard to differentiate, validate, verify, attribute, and authenticate. New tools, processes, and roles will emerge to tackle this challenge.”
• “Long-form reports could start to see a decline. If that is the case, we will need a replacement. Logically, that could be a webinar or video series that digs deeper into the takeaways.”

What does this year’s research suggest B2B content marketers do to move forward?

I asked CMI’s Robert Rose for some insights. He says the steps are clear: Develop standards, guidelines, and playbooks for how to operate – just like every other function in business does.

“Imagine if everyone in your organization had a different idea of how to define ‘revenue’ or ‘profit margin,’” Robert says. “Imagine if each salesperson had their own version of your company’s customer agreements and tried to figure out how to write them for every new deal. The legal team would be apoplectic. You’d start to hear from sales how they were frustrated that they couldn’t figure out how to make the ‘right agreement,’ or how to create agreements ‘consistently,’ or that there was a complete ‘lack of resources’ for creating agreements.”

Just remember: Standards can change along with your team, audiences, and business priorities. “Setting standards doesn’t mean casting policies and templates in stone,” Robert says. “Standards only exist so that we can always question the standard and make sure that there’s improvement available to use in setting new standards.”

He offers these five steps to take to solidify your content marketing strategy and execution:

• Direct. Create an initiative that will define the scope of the most important standards for your content marketing. Prioritize the areas that hurt the most. Work with leadership to decide where to start. Maybe it’s persona development. Maybe you need a new standardized content process. Maybe you need a solid taxonomy. Build the list and make it a real initiative.
• Define . Create a common understanding of all the things associated with the standards. Don’t assume that everybody knows. They don’t. What is a white paper? What is an e-book? What is a campaign vs. an initiative? What is a blog post vs. an article? Getting to a common language is one of the most powerful things you can do to coordinate better.
• Develop . You need both policies and playbooks. Policies are the formal documentation of your definitions and standards. Playbooks are how you communicate combinations of policies so that different people can not just understand them but are ready, willing, and able to follow them.
• Distribute . If no one follows the standards, they’re not standards. So, you need to develop a plan for how your new playbooks fit into the larger, cross-functional approach to the content strategy. You need to deepen the integration into each department – even if that is just four other people in your company.
• Distill . Evolve your standards. Make them living documents. Deploy technology to enforce and scale the standards. Test. If a standard isn’t working, change it. Sometimes, more organic processes are OK. Sometimes, it’s OK to acknowledge two definitions for something. The key is acknowledging a change to an existing standard so you know whether it improves things.

For their 14 th annual content marketing survey, CMI and MarketingProfs surveyed 1,080 recipients around the globe – representing a range of industries, functional areas, and company sizes — in July 2023. The online survey was emailed to a sample of marketers using lists from CMI and MarketingProfs.

This article presents the findings from the 894 respondents, mostly from North America, who indicated their organization is primarily B2B and that they are either content marketers or work in marketing, communications, or other roles involving content.

Thanks to the survey participants, who made this research possible, and to everyone who helps disseminate these findings throughout the content marketing industry.

Cover image by Joseph Kalinowski/Content Marketing Institute

About Content Marketing Institute

Content Marketing Institute (CMI) exists to do one thing: advance the practice of content marketing through online education and in-person and digital events. We create and curate content experiences that teach marketers and creators from enterprise brands, small businesses, and agencies how to attract and retain customers through compelling, multichannel storytelling. Global brands turn to CMI for strategic consultation, training, and research. Organizations from around the world send teams to Content Marketing World, the largest content marketing-focused event, the Marketing Analytics & Data Science (MADS) conference, and CMI virtual events, including ContentTECH Summit. Our community of 215,000+ content marketers shares camaraderie and conversation. CMI is organized by Informa Connect. To learn more, visit www.contentmarketinginstitute.com .

About MarketingProfs

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More than 600,000 marketing professionals worldwide rely on MarketingProfs for B2B Marketing training and education backed by data science, psychology, and real-world experience. Access free B2B marketing publications, virtual conferences, podcasts, daily newsletters (and more), and check out the MarketingProfs B2B Forum–the flagship in-person event for B2B Marketing training and education at MarketingProfs.com.

About Brightspot

Brightspot , the content management system to boost your business.

Why Brightspot? Align your technology approach and content strategy with Brightspot, the leading Content Management System for delivering exceptional digital experiences. Brightspot helps global organizations meet the business needs of today and scale to capitalize on the opportunities of tomorrow. Our Enterprise CMS and world-class team solves your unique business challenges at scale. Fast, flexible, and fully customizable, Brightspot perfectly harmonizes your technology approach with your content strategy and grows with you as your business evolves. Our customer-obsessed teams walk with you every step of the way with an unwavering commitment to your long-term success. To learn more, visit www.brightspot.com .

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Call for Papers | Journal of International Marketing: Digital Platforms and Ecosystems in International Marketing

The business world has witnessed the emergence of new digital technologies and business models in the past two decades. For example, the rise of digital platform business models in retail and IT services has disrupted traditional models, making firms reconsider their business strategies and creating new opportunities for marketers to create value for buyers and other stakeholders (Perren and Kozinets 2018). Digital platforms intermediate between sellers, buyers, and other stakeholders via digital architecture often manifested as mobile and web applications (e.g., sharing economy platforms; Kozlenkova et al. 2021). The platform firm decides on the extent of governance accountability it will take in the entire value-creation process. Ecosystems, of which platforms can be a part, are networks of independent but interdependent actors participating in an industry’s or economic sector’s value chain (Nambisan, Zahra, and Luo 2019). Both platforms and ecosystems create value via direct and indirect network externalities (Kumar, Nim, and Agarwal 2021; Sridhar, Mantrala, Naik, Thorson 2011; ), with value cocreation at the core of actors’ business models and strategies.

In today’s Internet Age, digital platforms have no geographic borders. Platform business models are becoming a go-to strategy for international firms across the globe. For example, retailers are increasingly considering the platformization of their brands to add more value to their core offerings (Wichmann, Wiegand, and Reinartz 2022). With the help of digital technologies, it has become easier to expand into multiple markets simultaneously without diluting the supply chain advantages and brand positioning. Consider the low-cost e-commerce firm Temu from China, operating in more than 50 global markets and developing a strong ecosystem after launching in 2022. Temu consumers get access to various global sellers, making the domestic and international markets more competitive (Deighton 2023).

At the same time, marketers with new ways to create and capture value get access to an expanded target market. For example, as an entertainment platform, Netflix has launched different product and subscription pricing strategies in markets like India to compete with Disney, Amazon, and Reliance (Sull and Turconi 2021). Crowdfunding platforms like Kickstarter connect project creators and backers across the globe. Social media platforms have further amplified the reach of such retail and commerce platforms across both business and consumer markets (Gao et al. 2018). Thus, digital platforms and ecosystems can be considered a contemporary approach to internationalization and thereby are of great interest to marketing managers, policy makers, and regulators in both developed and emerging markets (Hewett et al. 2022).

However, research and knowledge of the dynamics of digital platforms and ecosystems in international marketing is still rather limited. A deeper understanding of how digital platforms can be utilized in the global marketing efforts of businesses is needed. Understanding digital platforms utilized across markets for sustainability, water conservation, health care, and other pressing issues and from the perspectives of NGOs and governments is urgently needed (Falcke, Zobel, and Comello 2024).

The purpose of this special issue, therefore, is to significantly advance research investigating the role of platforms and ecosystem business models across various facets of international marketing. Of special interest are papers focusing on the evolution and formation of digital platform-based global marketing strategies and business models, providing concepts, frameworks, theories, and empirical insights helpful for customers, firms, regulators, policy makers, and governments.

Research bearing on (but not limited to) the following questions is welcome: 

• Different modes of platforms and ecosystems as internationalization approaches: a. How orchestrator firms build digital and nondigital architecture across different markets while entering or growing in a market. b. How these modes differ due to within and across market heterogeneity leading to different marketing strategies. c. How the consumer culture of a market complements the different modes.
• Impact of platform and ecosystem approach on the international marketing mix: a. How stakeholders drive or impact product development and innovation processes. b. How integrating private label brands by platforms and using seller data impacts platform outcomes. c. How pricing strategies evolve and change over time with platforms and ecosystem approaches. d. How subscription and non-subscription pricing strategies evolve across various markets. e. How the supply chain and distribution network strengthens or weakens as the industry moves toward platform and ecosystem approaches. f. How the orchestrator firm develops or chooses partners for various marketing activities across and within developed and developing markets. g. How the promotion mix of the platform and ecosystem-based offering differ from traditional business models within and across industries (B2B vs. B2C) and markets. h. How culture interacts with platform and ecosystem strategies, and how this impacts firms and other stakeholders.
• Impact on market structure, competition, and consumer and stakeholder welfare: a. Do platforms and ecosystems command higher market power, impacting the welfare of consumers and other stakeholders? b. Do platform and ecosystems approaches vary across industries (e.g., retail, energy, transportation)? How does these approaches impact the marketing mix in a market? c. Does higher platform power lead to consumer and stakeholder welfare erosion? d. How can marketers navigate the competition and coopetition to make a platform successful across various markets? e. What lessons can be learned from technology platforms like Google and Apple to navigate the tricky technological and regulatory landscape? f. What is the role of government and regulatory bodies in supporting or deterring the platform’s growth to ensure the welfare of stakeholders? g. Do dark patterns affect customer welfare? (For example, subscription pricing charges and policies that are not visible to consumers and the role of regulators.) h. Is there a loss of local livelihood that affects sellers as platforms integrate private label brands? i. What is the impact of the rise of circular platforms on sustainable value chains and stakeholders across developed and developing markets?
• Customer attitudes and actions within and across platforms and ecosystems: a. Conceptual similarity for customer-based outcomes for platform firms and other stakeholders. b. Measurement of customer experience, satisfaction, and engagement with digital platforms and ecosystems. c. Management of failures and customer recovery in multisided platforms and ecosystems. d. Customer journey management across various digital and nondigital touchpoints in platforms and ecosystems. e. Interdependence of consumers’ relationships with and perceptions of brands or partners operating across platforms and ecosystems. f. How marketers can explore circular platforms and ecosystems to help firms be sustainable value chains and positive customer attitudes. g. Platform exploitation by customers and disintermediation.

This list of topics and questions is reflective but not exhaustive of the current state of industry and academic literature. We call for more interdisciplinary and foundational research to expand the horizons of platforms and ecosystems literature in International Marketing. We invite all types of research—qualitative, behavioral, and empirical—and encourage researchers to identify multiple sources of data and motivation for this special issue.

Submission Process

All manuscripts will be reviewed as a cohort for this special issue of the Journal of International Marketing. Manuscripts must be submitted between March 1, 2025 and May 30, 2025. All submissions will go through Journal of International Marketing ’s double-anonymized review and follow standard norms and processes. Submissions must be made via the journal’s ScholarOne site , with author guidelines available here . For any queries, feel free to reach out to the special issue editors.

Special Issue Editors

Nandini Nim, Assistant Professor of Marketing, University of Texas at El Paso (email: [email protected] )

Murali Krishna Mantrala, Ned Fleming Professor of Marketing, University of Kansas (email: [email protected] )

Ayşegül Özsomer, Professor, Koç University, and Editor in Chief, Journal of International Marketing (email: [email protected] )

Adner, Ron (2022), “Sharing Value for Ecosystem Success,”  MIT Sloan Management Review , 63 (2), 85–90.

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