The future of our beloved marketing industry is changing fast -- the good news is, we don't even need a crystal ball to see where it's headed!
HubSpot CMO Mike Volpe, when sharing his story on how he came to be HubSpot's fifth employee, says the problem he faced as a marketer was finding an integrated marketing software solution that allowed him to see how his various marketing efforts impacted his website and revenue. Little did he know when yearning for this marketing system that it was in the process of being built
That was just five years ago, and now our industry is at a place where Mike Volpe's dream has been realized . Now, it's time to tap into the other dreams marketers are having ... so we can solve them! Like true HubSpotters, we turn to the data to let us know what marketers are yearning for. And the statistics in this blog post are screaming it in our faces, telling us exactly where the future of our industry lies. Here are 33 statistics that give you a glimpse into where the future of marketing is headed!
Social Media and Social Lead Nurturing
9) Regardless, marketers still continue to struggle with integrating social media into the company’s overall strategy. On a scale of 1-7, only 6.8% of respondents believe that social media is “very integrated” into their strategy (the highest rank for the question), while 16.7% believe that it's not integrated at all (the lowest rank for the question). (Source: CMO Survey ) Tweet This Stat!
What These Social Media Stats Say About the Future of Marketing
There are a few key takeaways from these social media stats. First, marketers are increasingly using social media. It's no longer a matter of "you have to be on social." It's a matter of "we're active on social." The problem with this, however, leads to the second takeaway. Marketers are still in need of a system that will clearly provide social media analytics, indicate where social media users are travelling to and from, and show how their social media efforts are directly impacting their business. Finally, marketers (and CMOs!) want to do all of this with an integrated system . Marketers can't be running from a blogging CMS, to a social publishing tool, to an analytics tool all day. They need these to all be connected in one system that does it all .
Personalization, Relevancy and Dynamic Content
11) The top reasons for U.S. email users to unsubscribe from a business or non-profit email subscription are too many emails (69%) and content that is no longer relevant (56%). (Source: Chadwick Martin Bailey ) Tweet This Stat!
13) A high-impact recommendation from a trusted friend conveying a relevant message is up to 50 times more likely to trigger a purchase than a low-impact recommendation. (Source: McKinsey Quarterly ) Tweet This Stat!
17) In a study of 650 multi-channel marketing campaigns, personalized campaigns consistently and overwhelmingly beat out static campaigns in generating a high response rate from recipients. See a breakdown by industry here . (Source: MindFire ). Tweet This Stat!
What These Personalization, Relevancy, & Dynamic Content Stats Say About the Future of Marketing
People want targeted and relevant content. Marketers need to provide it. While marketers already know they should be segmenting their contacts and sharing only what the content that's most valuable to their audience, it's not always happening. The problem is, who has the budget or resources to have multiple marketing managers focus on segmenting out all their email contacts among people at different stages of involvement with the brand? To solve it, marketers need a system that can personalize communication and trigger the right messages to be sent to the right person at the right time.
Email Marketing and Automation
What These Email Marketing & Automation Stats Say About the Future of Marketing
We already understand from the personalization stats that customization is a must. But gone are the days of just that. Marketers need a tool that will trigger their emails by a series of rules set by the marketer to create dynamically evolving segments and automate marketing actions. More than email automation, marketers need to be able to enable campaigns to set off when needed. By doing so, marketers will understand the value of marketing automation -- it's not about blasting out messages. It's about finding a way to improve the targeting of your messages to improve the user experience while benefiting your business.
Marketing Analytics and Integration
What These Marketing Analytics & Intregration Stats Say About the Future of Marketing
As foreshadowed by Mike Volpe's story in our introduction, integration is a crucial element of a marketing team's success. Marketers need the kind of information you're reading right now: data. Data that provides insights and vision for where your marketing strategies should be headed. And while you can read general statistics through various studies, nothing will benefit your business like looking at specific data reflective of your own efforts. Having an analytics system that integrates every part of your marketing will ensure that you're making the right decisions and allocating budget wisely based off the successes and failures of your marketing efforts.
Mobile Marketing and Apps
31) 45% of US businesses are conducting some form of mobile marketing, with mobile websites (70%), mobile applications (55%), and QR codes (49%) being the most common tactics. (Source: StrongMail ) Tweet This Stat!
What These Mobile Marketing & Apps Stats Say About the Future of Marketing
All in all, marketing is undergoing a powerful transformation. There are needs to be met, ideas to be created, and revolutions coming out way. Once upon a time, we discussed how social media was a shiny new toy, email marketing was reincarnating into something valuable, and mobile apps were fun to click on. Now it's time to connect all these different parts. It's time to see how each supports one another to execute the perfect marketing campaign -- and watch how it does so by reveiwing the metrics in an integrated analytics platform. Easy. Powerful. Integrated. That's what marketing needs.
Where do you see the future of marketing going? Where do you want it to go?
Image Credit: PrettyGirlWallpaper
Originally published Aug 27, 2012 2:00:00 PM, updated July 28 2017