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In my article covering digital marketing trends for 2018 we asked readers of our blog to give their views on the digital marketing techniques which they felt would give them the biggest uplift in incremental revenue in 2018. So, I was interested to see this new Econsultancy-Adobe research which asks a similar question. These are the research results:
The common features of the responses to the two questions are the value of data-driven marketing. This also featured second in our poll. Content marketing is a popular technique in both, but this was a clear winner in our survey rather than customer experience in this research. This could be explained by a difference in respondents with more marketing communications focused respondents in the case of Smart Insights and more CX focused respondents in the case of Econsultancy and Adobe. We covered CX specifically by asking about conversion rate optimization. It was rated sixth with 5% selecting it, but the customer experience is much broader, so you can see why this would rate more highly.
Other responses are at a similar level, with techniques like IoT, augmented reality and connected devices all rating low compared to the fundamentals of content, CX and applying analytics. We did find in our survey there was more interest in Artificial Intelligence and Machine Learning which was rated third.
By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder and Content Director of Smart Insights. Dave is editor of the 100+ templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources are used by our Premium members in more than 100 countries to Plan, Manage and Optimize their digital marketing. Free members can access our sample templates here. Please connect on LinkedIn to receive updates or ask me a question. For my full profile and other social networks, see the Dave Chaffey profile page on Smart Insights. Dave is a keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.
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