IMF Business School · Masters in Marketing and Digital Communication, Become a professional with the best school to study digital marketing in person or online Master in Digital Marketing Management – UPF-BSM Acquire specialized knowledge to manage the digital marketing of your organization. What should the marketing budgets for the year be spent on? It is more than likely that there are few left who have not yet made the budget of what their 2016 budgets will be spent on, since that is something that, after all, is left closed in the final stretch of the previous year. However, knowing what is expected of the market and what others are doing can help to make the last adjustments and make slight corrections so as not to lose positions and especially not to let the bull catch us.

A study has just analyzed what marketers expect for 2016 and where they will focus their efforts during the year. The study, carried out by New Zealand Email Database, asked marketers not only what they are going to spend their budgets on but also which of these tools they think offer the best results. The big spoiler before analyzing their conclusions point by point (although it is a fairly predictable spoiler) is that the internet is the big winning horse of the marketing forecasts this year. Internet strengthens its dominance. What must be clear when doing a marketing strategy in these times? Based on the results and based on the conclusions of the studies, brands cannot waste any more time ignoring resources and online tools. The Internet is more and more important and more and more present and, according to what brands and their marketers hope to do, it will have an increasing weight.

According to the conclusions of the study, digital marketing is in full growth and, when the analysis is focused on social networks, leading the expense. Brands are increasingly determined to invest in advertising on social networks. 41% of those surveyed declare, in fact, that among their forecasts for 2016 is to invest more money in social media marketing, an investment that will go mainly in advertising campaigns. Why are brands so interested in spending more money on social media? The reason is a clear balance between investment and results. The study indicates that social media marketing is responsible for 36% of new consumers who earn at least 31% of companies that use this resource.   To the growing investment in social networks is added the investment in mobile advertising (32% of those surveyed will increase their investment in mobile advertising), in email marketing (31%) or in video advertising (26%). Against them, brands will spend less on display ads, affiliate marketing, paid search, and (surprisingly) content marketing.

But despite all the content marketing is there (and will continue to be), Although it appears in the least positive positions when it comes to spending forecasting, content marketing should not be removed from the equation and should not be neglected by brands. At the end of the day, content marketing is not just a formula to attract new customers and make them buy the brand’s new products like crazy. Content marketing works on many other levels and serves to strengthen brand relationships and to retain consumers. It should not be forgotten that content marketing is a plus, an element to strengthen the relationship, and that therefore brands should not get carried away by conversion figures. The contents are worth more than that.

Let no one retire to email marketing, The study also defends email marketing, one of those digital marketing players that some studies, some brands and the push of some scenarios (such as social networks) are determined to bury. You should not give it up, because according to the study data it is the one that offers the best conversions. The study data is conclusive. When asked what is the most effective format when it comes to achieving conversion with consumers, 44% of those surveyed indicate that this is email marketing. This tool is ahead of social media marketing (37%), display advertising or referral marketing (both achieve 28%), mobile advertising (24%), SEO (23), affiliate marketing (22) , paid searches (19) or content marketing (17).

All effort is for new customers, But why are brands working so hard? What are you looking for when you set out to create a marketing strategy and execute it with the utmost care? There are two main objectives: the acquisition and retention of customers. Brands seek to attract new consumers and, above all, keep them loyal to the brand. 86% indicate acquisition and 85% retention as the main objectives, followed by conversion (84%). A little further is brand recognition (77%). Ultimately, the marketing effort is made to have “constant and resounding” consequences.

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