Research Insights

“It’s not just my opinion,” says Mark Schaefer, author of Audacious: How Humans Win in an AI Marketing World.

He points to a UK study examining the emotional reaction to 60,000 marketing and ad campaigns. Two-thirds of those campaigns got no emotional reaction from viewers.

"We’ve got lots of [marketers] who want to do better. They want to be bold, but there’s this infrastructure that rewards boring,” Mark says. “There’s so much opportunity for disruption.”

Mark has a lot more to say in this CMI Live video (above) to help marketers stop boring and start disrupting as he previews his recently launched book.

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Cover image by Joseph Kalinowski/Content Marketing Institute

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Content Marketing Institute Team

The Content Marketing Institute team byline indicates this article reflects the collective work of the CMI team. CMI is a global marketing education and training organization dedicated to advancing the practice of content marketing. 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, research, and training and certification, and send teams to Content Marketing World, the largest content marketing-focused event, the Marketing Analytics & Data Science (MADS) conference, and CMI digital events every year. Follow @CMIContent on Facebook, LinkedIn, and Instagram, and use the hashtag #CMWorld.

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