2018年广告策略、技术、支出和成功情况

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1、500MARKETINGEXECUTIVESREVEALTHEIR2018STRATEGY2018StatsonStrategy,TechnologySpend,andSuccessTableofContentsKeyTakeaways...............................................................................................3MarketingTechnologyUsageandSpend..........

2、............................................4ChallengeswithDataandAttribution...........................................................8WhatItTakesforSuccessin2018.................................................................12SurveyBreakdown..........

3、.............................................................................172KEYTAKEAWAYSMarketingexecutivesarespendingmoreonmarketingtechnologythanlastyear,andshiftingfocustowardcontentmarketingasapriorityin2018.•68%ofmarketingexecswillspendmoreonmarke

4、tingtechnologyin2018.•80%ofrespondentsintroduced1to5newtechnologiesin2017,and56%saytheyfeel“overwhelmed”bytheamountofdataintheirmarketingtechnologies.•Themarketingtrendthatexecsfeelleastpreparedforisartificialintelligence.1/3ofmarketingexecutivesfeelunprep

5、aredtohandleAIin2018.•“OrganicSearch”wasthetopperformingchannelin2016,2017andisthetoppriorityofmarketingexecutivesin2018.•Marketingexecutivesareprioritizingcontentmarketingin2018.76%ofexecsplanonuppingtheirinvestmentincontentmarketingnextyear.3MARKETINGTEC

6、HNOLOGYUSAGEANDSPEND28%ofMarketingExecutivesAreUsingMorethan10MarketingTechnologies•90%ofrespondentsuse20orfewermarketingtechnologies,withthelargestgroup,43%,using6-10.•8%reportusingmorethan20differentsoftwaresolutions.Abouthowmanytechnologiesdoesyourmarke

7、tingteamcurrentlyuse?(Ex:automation,socialtracking,SEOtools,workflowmanagers,etc.)00-527%6-1043%10-2020%21-506%51-992%Idon’tknow2%4MARKETINGTECHNOLOGYUSAGEANDSPEND80%ofMarketingExecsReportedIntroducing1to5NewTechnologiesin2017Howmuchofthatmarketingtechnolo

8、gydidyouintroducein2017?0newtechnologies9%6-10newtechnologies8%11-20newtechnologiesintroducedin2%1%20+newtechnologies1-5newtechnologies80%20175MARKETINGTECHNOLOGYUSAGEANDSPEND28%ofMarketingExecsSpendMorethan1