It's hard to generalize about "the state of marketing" in the world when marketing looks and feels different depending on where you are.
Just like location, technologies, culture, and politics affects consumer behavior, it also affects how marketers, well ... do marketing. Marketers in Asia-Pacific might find themselves with different priorities, challenges, and practices than marketers in Latin America, or in Europe, or in Australia and New Zealand, and so on.
We wanted to help paint a clearer picture of what marketing looks like in every region of the world -- which is why we created our 2015 State of Inbound report. For this report, we surveyed 4,000 marketers and salespeople around the globe to learn about their top marketing tactics, what they find most challenging, how -- and whether -- they track the ROI of their marketing activities, how long it takes them to write blog posts, etc.
Here are some of our key findings from that global survey, divided by region. Whether you're building out a global marketing strategy or simply want to get to know marketing in your own region better, there are useful statistics in here for you.
The Regions of the World
Click a category title to jump to a specific region:
1) 72% of marketers in APAC prioritize an inbound approach to marketing. (Click to tweet!)
2) 80% of businesses in APAC with 0–25 employees prioritized inbound marketing over outbound marketing, while 70% of businesses with 26–200 employees and 62% of businesses with 201 or more employees prioritized inbound. (Click to tweet!)
3) While inbound marketing hasn’t caught on as strongly with enterprise in APAC, SMBs with budgets lower than $500,000 overwhelmingly utilize inbound marketing strategies. (Click to tweet!)
23) Latin America was the only region where more marketers reported spending under an hour per post (18%) than marketers who spent 4+ hours per post (12%). (Click to tweet!)
Europe, the Middle East & Africa (EMEA)
24) 70% of marketers in EMEA say that growing their SEO/organic presence was the most important marketing tactic last year -- which means growing traffic is top-of-mind. (Click to tweet!)
25) The top marketing challenges for marketers in EMEA were proving the ROI of marketing activities (46%) and securing enough budget (33%). (Click to tweet!)
26) Just over one-third (34%) of marketers in EMEA said traditional outbound marketing (like print ads, outdoor ads, and broadcasts) was the most overrated marketing tactic, followed by online paid advertising (13%) and social media (11%). (Click to tweet!)
27) In EMEA, 32% of marketers measured marketing analytics once per week, with 28% measuring their analytics daily. (Click to tweet!)
28) Just over half (51%) of marketers in EMEA track the ROI of their marketing efforts. (Click to tweet!)
32) Marketers in ANZ said the second most overrated marketing tactic was social media (14%), followed by online paid advertising (11%). The least overrated marketing tactics were blogging (1%) and collateral development (2%). (Click to tweet!)
33) The top marketing challenges for marketers in ANZ were proving the ROI of marketing activities (59%) and securing enough budget (36%). (Click to tweet!)
34) 79% of marketers in ANZ said that blog content creation was the most important marketing tactic, followed by growing their SEO/organic presence. (Click to tweet!)
35) In ANZ, 79% of marketing content is written by staff in-house -- which is the second most of any region, after North America. (Click to tweet!)