Where’s a Marketing Budget to Go?

Source: Statista

Creating content is the top goal for marketing pros around the world. According to figures compiled by communications and marketing agency Cognito, 61 percent of the 165 marketing leaders they interviewed for a survey named creating content as the area where more of their marketing budget will be invested in 2018. This makes sense, as in the previous report only 18 percent of respondents were happy with the content they could market.

Investor relations (71 percent) and public affairs (69 percent) featured in the two top positions of areas where investment will remain the same. The top loser according to the survey will be traditional advertising, with 40 percent of marketing leaders wanting to invest less.

These developments could have negative implications for traditional media outlets, as the volume of content published or disseminated by company marketers could more strongly compete with traditional publishing content. Diverting dollars from traditional advertising could also negatively affect heritage media ad revenue. This chart was first published by our partner FIPP.

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Social Media and Content Are Top Priorities for Marketers in 2017

Marketing in the digital world has come a long way from the ugly banner ads that made our eyes bleed in the early days of the internet. Whether it’s paying to show up in search results, sharing content on social media or having a YouTube star use your product in one of his/her videos – these days there are countless ways to promote products, services and brands online.

Over the past few years, social networks in particular have risen in significance from a marketing point of view, as hardly any other channel can match Facebook & co. in targeting a specific group of people. According to a study from Econsultancy and Adobe, who surveyed almost 3,500 international marketers on how their spending on various digital marketing channels would change this year, social media marketing remains a top priority for brands in 2017.

As our chart illustrates, 56 percent of the respondents plan to increase their social media spending while just 5 percent plan to do the opposite. Content marketing and personalization are also high on marketers’ agenda this year, while spending on display and search advertising won’t be further increased by the majority of marketing professionals.

This chart shows how marketing professionals plan to adjust their digital marketing budget in 2017.

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