Chart of the Day: Which online marketing techniques are marketers most excited by this year?
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.
Research source