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.
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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