As we move into 2018, you may be rethinking everything from job roles to marketing tactics that will help in staying ahead of the curve. This is a good time to take a look back on 2017 statistics to see what worked and what didn’t, and how data is giving us clues to what new trends will arise in the following months.
On average, marketing leaders today say 34% of their budget is spent on channels they didn’t know existed five years ago — and they expect that to reach 40% by 2019. [Salesforce] Here’s some data to prepare you for ever evolving state of digital marketing.
Personalized Content
Personalized content was a big thing in 2017 and people are increasingly expecting consistent, personalized experiences.
70% of people said they’d rather learn about a business through an article than an ad.
53% of marketers say blog content creation is their top inbound marketing priority. (HubSpot)
11% of marketers plan to add podcasting to their marketing efforts in the next 12 months. (HubSpot)
90% of all marketers indicated that their social media efforts have generated more exposure for their businesses. (Social Media Examiner)
Video Marketing
The importance of video marketing is not and will not be dwindling, as it has almost become a staple in digital marketing tactics.
51.9% of marketing professionals worldwide name video as the type of content with the best ROI [Hubspot]
45% of people watch more than an hour of Facebook or YouTube videos a week
Marketers who use video grow revenue 49% faster than non-video users.
85% of Facebook video is watched without sound (Digiday).
Mobile and the Internet of Things
Marketers expect that usage of marketing technologies — from IoT/connected devices to lead scoring tools — will skyrocket over the next two years.
Mobile is the most popular way to browse the web. (Smart Insights)
By 2019, mobile advertising is expected to represent 72% of all U.S. digital ad spending. (MarketingLand)
The Internet of Things (IoT) is growing at a rapid pace; Intel predicts 200 billion devices will be connected by 2020.
Only 0.06% of “things” that could be connected to the IoT have been integrated into the stack — AKA, only 10 billion things out of the 1.5 trillion that exist globally are currently connected (Link-Labs).
Over the next two years, AI and IoT/connected devices are expected to rack up the
highest growth in usage among marketers. [Salesforce]
Artificial Intelligence
Artificial intelligence (AI) paved it’s way in 2017 and is expected to continue to grow as a means for marketers to create more efficiency in their operations.
Artificial Intelligence use among marketers is expected to grow more than 50% in the next two years. (Salesforce)
About half (51%) of marketing leaders are already using AI, with more than a quarter planning to pilot it in the next two years.
57%of marketers using AI say it’s absolutely or very essential in helping their company create 1-to-1 marketing across every touchpoint.
Have questions about building your 2018 marketing strategy? We’re here to help, just ask On-Target!.
