Where can comms pros expect to see industry focus moving in 2017? Marketers are expected to make big investments in technologies to improve mobile marketing effectiveness and consumer-generated content strategies over the next six to 12 months, according to new research from the New York American Marketing Association (NYAMA) and BrandSpark, in conjunction with data visualization and integration software firm Dapresy.
“Respondents believe that marketing is more important than ever before, and adopting new technologies effectively is a must to stay competitive,” said Lukas Pospichal, managing director of GreenBook and the NYAMA, in a news release. “Mobile marketing was selected as the trend that will have the biggest impact on marketing in the next 12 months (and 10 years), though only 41 percent have a mobile strategy in place; another 30 percent are planning to implement within the next year.”
“Similarly, just over 30 percent indicated they had a strategy on consumer-generated content or influencer marketing, but just as many are planning to implement one in the coming year,” said Robert Levy, president of BrandSpark International, in the release. “As they do so, they should be cognizant of the fact that while most organizations rely solely on consumer-generated content from social media or contests and promotions, only a small percentage indicate their initiatives are very successful. The highest success rates were cited when marketers cite multiple sources for generating consumer reviews and other content.”
Content marketing/branded content, data management & analytics and online video are the other marketing areas expected to see the greatest growth as strategies implemented (or firmed up) in the coming year—that is, if marketers can overcome the biggest challenge cited to implementation plans: a lack of resources available to make the shift.
Accurately measuring ROI, as always, remains a critical challenge for marketers. However, they are increasing spend on channels they perceive to offer the highest ROI. These include CRM/email marketing and social network advertising. Online video is also on the rise, but interestingly has approximately the same perceived ROI as broadcast television.
Respondents said the biggest likelihood to cut back on spending is print marketing (newspapers, flyers and magazines), OOH advertising, and radio, in large part because these channels have accounted for a large portion of budget and marketers are looking for money to fund the digital initiatives that are becoming a greater part of their overall mix.
Other key findings of the study include:
- The top tactical tool to implement in the coming year is marketing technology software, with about 50 percent planning to implement.
- Among the seven in 10 marketers with a digital strategy in place, half have more than 30 percent of their media budget assigned to digital initiatives, while a quarter have more than 50 percent.
- More than 50 percent of marketers with a content marketing strategy have a dedicated staff to manage and produce content.
- Advanced marketing analytics and the emergence of Millennials are expected to have almost as much impact as mobile over the next 10 years. These Millennials are driving an increasing demand for personalization.
The survey captures the views of more than 650 marketers across the United States, representing a range of major industries. Marketers shared their overall strategy, key tactics, challenges, successes, media spend intentions and ROI perceptions.
Source: Business Wire; edited by Richard Carufel