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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%.
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.
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.
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 (Annie) Mangles is the digital marketing executive and editor at Smart Insights and oversees all blog content. She is involved in SEO strategy planning and improving pages for higher organic reach. When she’s not in the office, you’ll find her hiking in the countryside, eating cake or petting the nearest animal. Connect with her on LinkedIn or follow her on Twitter
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