Survey: Marketer Goals Look For Balance Between Awareness, Acquisition

In Tatari's recent report, the 2025 Advertising & Marketing Report, marketers shared there's an adjusted approach coming where brand awareness and customer acquisition are on more equal footing.

• Tatari shared that 47% of marketers surveyed were prioritizing brand awareness and customer acquisition equally, while 37% were primarily focused on customer acquisition.
• Meanwhile, brand awareness was the primary focus for just 10% of marketers, while customer retention was even lower at just 5%.
• Performance marketing has been front-and-center for some time now, but the results in Tatari's report show a shift in thinking that identifies a need for the equal tracks: Sustained brand building that pushes sustained performance.
• As the report highlights, that takes additional investment – and marketers are willing to do that as long as they can show results. Of those surveyed, 44% felt that ROAS (return on ad spend) was the No. 1 metric for the year.

Download Tatari's full report today to learn more.