Future of marketing report

The investments you need to compete using inbound marketing.

How will this report help me and my business?

Marketers who want to be more competitive look to the future! Marketing is one of the fastest-moving industries in the world and new tactics like Artificial Intelligence and Machine Learning can potentially give your business an edge. However, the reality for most businesses is that significant growth won’t be driven by new AI algorithms deployed for personalization or to help with the monetization for platforms like Facebook, Google, and LinkedIn. Becoming more competitive in the omnichannel world, where buying and selling of products is increasingly mediated through digital channels, requires more than deploying an AI black box.

This report, written with HubSpot, highlights that it is more important for businesses to develop their foundational capabilities. These include how you develop your strategy to deploy your resources to reach, interact and convert prospects, plus develop relationships with customers using an ‘always-on’ inbound marketing approach.

How is this report structured?

This report highlights five core drivers of future marketing success needed in the omnichannel marketing world. It will help you review the readiness of your business by comparing the adoption between businesses of these marketing communications capabilities.

We identified these five key areas of marketing investment because they give a simple, high-level framework to review whether you have the right foundations in place to improve your marketing performance. They are:

• Customer experience
• Media
• Messaging
• Content
• Governance

These apply across organization type and size, so no matter what type of company you work in, you should be able to apply our best practices recommendations to your marketing activities.

Resource Details

• Author: Dr. Dave Caffey
• Format: Downloadable PDF report

About the authors

Dr. Dave Chaffey

Dave is co-founder and content director of Smart Insights. He 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 120 countries to plan, manage and optimize their digital marketing.

For his full profile, or to connect on LinkedIn or other social networks, see the About Dave Chaffey profile page on Smart Insights. Dave 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.