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Social media and content marketing are the top priorities for marketers in 2017

Author's avatar By Robert Jones 11 Apr, 2017
Essential Essential topic

Chart of the day: social media marketing and content marketing budgets are expected to increase more than any other channel in 2017

Marketers were asked to indicate whether particular types of marketing would either stay the same, increase or decrease in a survey of over 3,000 client-side marketing professionals.  The findings show the importance of social, content and personalisation within marketing strategies and budgets.

Personalisation and video marketing are also big priorities for marketers.

Display advertising and paid search are expected to have the biggest decreases (13% each) whilst affiliate marketing budgets are the most likely to stay the same.

Previously we might have expected content marketing to have been top, but social and content are the power duo. This isn't surprising as social media keeps pushing its way to the top of marketing plans. It's also good to see email marketing is at least maintaining the same budget for many, as email provides excellent ROI, but as we have found in previous research it doesn't always get the budget it deserves.

  • Source: The chart is from Statista - the research was conducted by Econsultancy and Adobe
  • Sample: 3,347 marketing professionals
  • Recommended resources: Our Social Media Marketing and Content Marketing toolkits provide everything you need to plan, manage and optimise your content and social media marketing. The toolkits offer free "mistakes to avoid" guides as well as expert guides.
Author's avatar

By Robert Jones

Robert Jones is a specialist in CRO, UX Research, insight and digital Marketing. He is CRO Analyst at Enjoy Digital. He has a Psychology Masters of Research, has run large digital marketing campaigns to build research panels and worked in insight roles for Vision Critical, ASDA and WhatUsersDo. He also managed all of Smart Insights member resources and published several guides including "How to conduct Persona Research" as well as contributing over 100 blog posts to the Smart Insights blog. When he isn’t working on marketing campaigns he is most likely eating authentic Italian food or planning his next short trip. You can connect with Robert on LinkedIn or follow him on Twitter.

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