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2015 Marketing Best Practices Survey Reults

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We asked for your help identifying today’s marketing best practices, and you delivered.

In four waves of research over the course of three months, we collected responses from you and your peers. The resulting data provides insight to future marketing trends and current concerns within the industry.

Respondents came from a diverse group of industries and organizations, each with unique needs. Their annual marketing budgets reaching more than 1 million and annual revenues ranged from less than 1 million to over 160 million.

A desire for growth

As the data will elucidate later in this post, the results of the survey connect these marketing professionals in their desire for growth, belief in social media marketing, and a need for efficacy over all else.

Fulfilling our goal of identifying marketing best practices, certain findings are clear. For instance, while they are not disappearing entirely, more traditional marketing tactics— including broadcast advertisements and PPC, among others—are losing appeal, as the new frontier of Social Media becomes the preferred medium for engaging an audience and fostering organizational growth.

Marketing Objectives

 

Social Media Marketing
36%
Direct Mail
27%
SEO
27%
Email Marketing
26%
Other
25%
Public Relations
24%
Offline Promotions
17%
Content Marketing
17%
Print Ads
14%
PPC
10%
Online Banner Advertising
10%
Broadcast
9%

Strategy > Creative

In regards to how marketing professionals implement these tactics, it is clear from the results that a premium exists for effective planning and strategy, whereas creativity may be considered an afterthought. In the ever-expanding world of digital and social media, hard-data and ROI reign supreme.

In terms of perceived ROI and interest, Social Media was the clear favorite for respondents, outpacing all other tactics by as much as 9 points. The trend this data suggests reflects the ever-evolving digital frontier, and the promise that Social Media Marketing holds when reaching marketers’ key audiences.

Measures Taken to Ensure Brand Relevancy

 

Creating meaningful marketing and communication campaigns, delivering on important consumer benefits, followed by conducting ongoing research to obtain consumers’ insights and optimize marketing tactics were top three responses.

Maintaining Agility to Achieve Competitive Advantage

More than half of respondents stated senior management at their organizations maintain agility to achieve competitive advantage via supporting and encouraging change, ideation, and a collaborative culture among workers. Another common tactic companies implemented to stay agile is investing in innovation across all operating groups within an organization.

Maintaining Agility to Achieve Competitive Advantage

While KPIs scored high, an overwhelming majority chose Innovation & Strategy as their top quality needed for a successful marketing agency. Surprisingly, award-winning creative work isn’t considered to be as compelling of a benefit. Also, affordability and low cost was not regarded as an important quality for marketing agencies.

Objectives and methodology

As the data will elucidate later in this post, the results of the survey connect these marketing professionals in their desire for growth, belief in social media marketing, and a need for efficacy over all else.

Fulfilling our goal of identifying marketing best practices, certain findings are clear. For instance, while they are not disappearing entirely, more traditional marketing tactics— including broadcast advertisements and PPC, among others—are losing appeal, as the new frontier of Social Media becomes the preferred medium for engaging an audience and fostering organizational growth.

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