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Inbound Marketing – what are your priorities and challenges?

By Carolanne Mangles 04 Aug, 2017

Chart of the Day: Growing SEO and organic presence are higher priorities than product videos and webinars - part 2 of 10

For my next instalment in my Marketing and Sales 2017 statistics breakdown series, I am focusing on inbound marketing priorities and its challenges.

Over 70% of respondents worldwide stated that they primarily conduct inbound marketing. This shows a strong focus on inbound marketing across the globe, yet Asia showing the lowest percentage of inbound marketing priorities at 64%.

Thinking specifically about inbound marketing projects, what are your company's top priorities?

SEO and organic search presence are a higher priority, across all 5 geo-demographics surveyed, for inbound marketing projects (61%). Secondly, importance was placed on blog content creation (53%) and content distribution (47%).

It seems that companies are prioritizing SEO and content marketing in their inbound marketing projects and pushing freemium trails (6%), webinars (19%) and product how-to videos (24%) further down the priorities list.

Content creation roles (including visual, interactive and long-form) average 32% for priority.

In your opinion, what is the most overrated marketing tactic?

Most overrated marketing tactics

When asked what they thought the most overrated marketing tactics were, the majority of respondents said traditional paid advertising (32%) which includes print, outdoor marketing, and broadcast. One respondent even commented:

"We are abandoning the broadcast channels era to enter and individual on-demand environment, where places and things that surround users will create more useful, relavent, and customized experiences"

Interestingly, sales enabling seems to be the least overrated tactic  (3%) yet in my last article, it was one of the lowest scoring top priorities (29%) in marketing projects. 

What are your company's top marketing challenges?

Top marketing challenges

Although companies prioritize SEO and organic search traffic for inbound marketing projects, it is also one of their highest ranking challenges at 63%. Generating traffic and leads seem to be companies' top marketing challenges with proving the ROI of marketing activities next (40%) and securing enough budget (28%) in third place.

However, companies feel they are competent to train their team and hire top talent.

If you can't wait until my next Chart of the Day, you can view the full report online

By Carolanne Mangles

Carolanne Mangles is the Digital Marketing Executive for Business Memberships at Smart Insights. She has worked on numerous channels across the full customer lifecycle including, search engine marketing, social media, email engagement sequences, CRO and planned and managed fully integrated campaigns to boost new customer acquisition and current membership retention. She has also spoken on search engine marketing and content marketing at the B2B Expo in London where she gave masterclasses on Transforming Social Media and Transforming Search Marketing. When she’s not in the office you’ll find walking her dog to tire him out so she can enjoy a big glass of red wine. Connect with her on LinkedIn or follow her on Twitter.

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