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2020年营销报告

2022-06-28 08:40:03 来源:网友投稿

下面是小编为大家整理的2020年营销报告,供大家参考。

2020年营销报告

 

 C ontents

 4

 C o n t e n t

 M a r k e t i n g

 S t r a t e g y

 b y

 C h r i s t i n a

 P e rr i c o n e

  11

 S o c i al

 M e d i a

 M a r k e t in g

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 b y

 C r y s t al

 K in g

  17

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 A d v e r t i si n g

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 b y

 J o s h

 Ch a ng

  22

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 b y

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 F are s e

  27

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 b y

 M a tt h ew

 H o we ll s - B a r b y

  34

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 a n d

 A tt r i b u t i o n

 S t r a t e g y

 b y

 B r i d g e t

 Z i n g a l e

  39

 E m a il

 M a r k e t i n g

 S t r a t e g y

 b y

 C y n t h i a

 P r i c e

  44

 C o n v e r s a t i o n a l

 M a r k e t i n g

 S t r a t e g y

 b y

 M a r w a

 G r e a v e s

  47

 M ar k e t

 R e s e arc h

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 b y

 E ll ie

 M i r man

  50

 A dd i t i o n al

 F in d in g s

  55

 S ur v e y

 D e m o gr aph ic s

  64

 C on t r i b u t or s

 2

 Int r oduction

 a r k e t e r s ,

 we l c o m e

 t o

 2020 .

 T h i s

 y e a r

 b e g i n s

 t h e

 n e x t

 d e c a d e

 o f

 o u r p r o f e ss i o n .

 We

 c a n ’ t

 p r e d i c t

 e v e r y t h i n g

 t h a t

 w i ll

 c h a n g e

 i n

 t h e

 n e x t

 t e n y e a r s ,

 b u t

 we

 c a n

 t a k e

 a

 l oo k

 a t

 w h a t ’ s

 h a pp e n i n g

 t o d a y

 a n d

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 i t

 t o

 b e tt e r

 un d e r s t a n d

 t h e

 c h a n g e

 t h a t

 i s

 a h e a d

 o f

 u s .

  A s

 we

 e n t e r

 t h e

 n e x t

 d e c a d e

 o f

 m a r k e t i n g ,

 o n l y

 o n e

 t h i n g

 i s

 c e r t a i n :

 m o r e

 c h a n g e

 i s c o m i n g .

 T o

 h e l p

 m a r k e t e r s

 e v e r y w h e r e

 g e t

 a

 h e a d

 s t a r t

 t h i s

 y e a r ,

 we

 s u r v e y e d

 o v e r 3, 400

 m a r k e t e r s

 a c r o ss

 t h e

 gl o b e

 a n d

 s o u r c e d

 i nn o v a t i v e

 s t r a t e g i e s

 f r o m

 e x p e r t s

 a t H u b S p o t ,

 L i t m u s ,

 a n d

 C r a y o n .

 T h e

 r e s u l t i n g

 r e p o r t

 i s

 a n

 i n - d e pt h

 l oo k

 a t

 t h e

 c u rr e n t s t a t e

 of

 m ar k e t i n g.

  I t

 o u t l i n e s

 o u r

 e ff o r t s

 t o

 c o nn e c t

 m a r k e t i n g

 t o

 b u s i n e ss

 g r o w t h .

 A n d

 i t

 e m p h a s i z e s

 o u r c o mm i t m e n t

 t o

 t h e

 e n t i r e

 c u s t o m e r

 e x p e r i e n c e

 a c r o ss

 m a r k e t i n g ,

 s a l e s ,

 a n d

 c u s t o m e r su pp o r t .

  I t ’ s

 a

 s c a r y

 a n d

 e x c i t i n g

 t i m e

 f o r

 m a r k e t e r s

 e v e r y w h e r e .

 A s

 y o u ’ r e

 p l a nn i n g

 f o r

 t h e f u t u r e ,

 q u e s t i o n s

 a r e

 i n e v i t a b l e .

 T h i s

 r e p o r t

 i s

 h e r e

 t o

 h e l p

 y o u

 an s we r

 t h em.

  T h e r e

 a r e

 p l e n t y

 o f

 S t a t e

 o f

 M a r k e t i n g

 R e p o r t s

 o u t

 t h e r e , b u t

 t h i s

 i s n ’ t

 o n e

 o f

 t h e m .

 KIPP

 BODNAR Chief

 Mark eting

 Of ficer

 3

 2020

 C ontent Mark eting

 S tr a tegy

  CHRIS TINA

 PERRIC ONE

 C ontent

 Manager

  h e n

 y o u r

 b u s i n e ss

 i n v e s t s

 i n

 c o n t e n t

 m a r k e t i n g ,

 y o u

 i m p r o v e

 y o u r a b i l i t y

 t o

 e n g a g e

 y o u r

 b u y e r

 p e r s o n a s ,

 c o n v e r t

 m o r e

 l e a d s ,

 b oo s t b r a nd

 a wa r ene ss ,

 a nd

 c o n ne c t

 w i t h

 y o u r

 a ud i e nc e .

 T h i s

 le a ds

 me

 t o

 t w o

 q u e s t i o n s

 f o r

 m a r k e t e r s :

 1 )

 D o e s

 y o u r

 c o m p a n y

 a l r e a d y

 a c t i v e l y

 i n v e s t

 i n c o n t e n t

 m a r k e t i n g ?

 2 )

 W i ll

 y o u

 c o n t i nu e

 —

 o r

 b e g i n

 —

 t h i s

 w o r t h w h i l e

 i n v e s t m e n t i n

 2020 ?

 C o n t e n t

 m a r k e t i n g

 c a n

 t a k e

 o n

 m a n y

 f o r m s .

 T h e

 k e y

 i s

 t o

 i d e n t i f y

 w h i c h c o n t e n t

 m a r k e t i n g

 t a c t i c s

 a r e

 m o s t

 e ff e c t i v e

 s o

 y o u r

 b u s i n e ss

 c a n

 u s e

 t h e m

 t o

 a c h i e v e

 y o u r

 m a r k e t i n g

 g o a l s .

 L e t

 t h e

 d a t a

 b e l o w

 h e l p

 g u i d e

 s o m e

 o f

 y o u r

 de c i si o n s .

  C h e c k

 o u t

 m y

 f u ll

 a r t i c l e :

 h tt p s : // www . h u b s p o t . c om / s t a te - o f - m a r k e t i n g / c onten t - m a r k e t i n g

  4

 Do e s

 y o u r

 c o m p a n y

 a c t i v e l y i nve s t

 i n

 con t e n t

 mar k e t i n g ?

 S ou rce :

 H u b S p o t

 Re sea rc h ,

 G lo b a l

 S u r v e y ,

 N o v- D e c 2019

  H o w

 i m p o r t a n t

 i s

 c o n t e n t

 m a r k e t i n g

 t o

 y o u r ove r a ll

 m a r k e t i n g

 s t r a t e g y ?

  4 0%

  30 %

  20 %

  10 %

 0%

 N ot

 at

 a ll imp o r t an t

  S l i gh t l y imp o r t an t

  M o der a te l y imp o r t an t

  Ve r y imp o r t an t

  E x t r e me l y imp o r t an t

 Sour ce:

 HubSpot

 R ese ar ch,

 North

 American

 Survey ,

 J an

 -

 F eb

 2020

  5

 W ha t

 we

 le ar ne d

  34 . 86 %

 N OT

 S U R E

 24 . 26 %

 Y ES

 D o

 y o u

 p l a n

 o n

 i n c r e a s i n g

 y o u r i n v e s t men t

 i n

 c onten t

 m a r k e t i ng i n

 2020 ?

 Sour ce:

 HubSpot

 R ese ar ch,

 Global

 Survey ,

 Nov -

 Dec

 2019

 40 . 88 %

 N O

  H o w

 d o

 y o u

 m e a s u r e

 t h e

 s u cc e ss

 o f

 y o u r

 c o n t e n t mar k e t i n g

 s t r a t e g y ?

  2 5%

 20 %

 15 %

 10 %

 5%

 0%

 L e ad G ener a t i on

  S ale s

  W e b

 T r a f fi c

  O nsi t e E ng a g emen t

  S o c i al E ng a g emen t

  S EO

 Suc c e ss

  A ut h o r it y

  Sour ce:

 HubSpot

 R ese ar ch,

 Global

 Survey ,

 Nov -

 Dec

 2019

 6

  SEO

 and

 content

 mark eting

 will

 continue

 to

 drive visibility

 in

 2020

 but

 wha t

 good

 is

 being

 found

 if content

 is

 not

 cr edible

 or

 compelling?

 T o

 win

 the content

  mark eting

  game,

  br ands

  need

  to

  focus mor e

  on

  optimized,

  personalized

  and

  influencer activa ted

 content

 e xperiences.

  LEE

 ODDEN

 Chief

 Ex ecutive

 Of ficer

  H o w

 m a n y

 a u d i e n c e

 s e g m e n t s

 a r e

 y o u c r ea t i ng

 c onten t

 f or ?

 4 0%

  30 %

  20 %

  10 %

  0%

 1

 2

 3

 4

 5

 Sour ce:

 HubSpot

 R ese ar ch,

 North

 American

 Survey ,

 J an

 -

 F eb

 2020

  7

 W h a t

 a r e

 t h e

 p r i m a r y

 f o r m s

 o f

 m e d i a

 u s e d w i t h i n

 y ou r

 c onten t

 s t r a te g y ?

 20 %

  15 %

  10 %

  5%

  0%

 B lo g s

  V id e o s

  I n f o gr ap h i c s

  C as e St u d i e s

  e Book s

  W hi t e Pa p e r s

  Chec k l is t s

  I n t e r v i ew s

 O t her

  Sour ce:

 HubSpot

 R ese ar ch,

 Global

 Survey ,

 Nov -

 Dec

 2019

 W h a t

 c h a nne l s

 a r e

 y ou

 c r ea t i ng

 c onten t

 f or ?

 30 %

 20 %

 10 %

  0%

 Yo u T u b e

  I n s t agr am

  Fa c e b oo k

  L i n ke d I n

  C om pa n y We b s i t e

  O t her

  Sour ce:

 HubSpot

 R ese ar ch,

 North

 American

 Survey ,

 J an

 -

 F eb

 2020

  8

  W h a t

 t y p e

 o f

 v i d e o s

 a r e

 y o u

 i n v e s t i n g

 i n ?

  2 5%

 20 %

 15 %

 10 %

 5%

 0%

 C u s t omer C a se

 S t u d i es

  P r o duc t D emo s

  B r a n d S t or y t e ll i ng

  P r o duc t o r

 S e r vi c e P r omo t i on

  S o c i al E ng a g emen t

  Sour ce:

 HubSpot

 R ese ar ch,

 North

 American

 Survey ,

 J an

 -

 F eb

 2020

  P r omotional

 V ideos

 and

 Br and

 S torytelling

 ar e

 the

 most common

 video

 types

 cr e a ted

 by

 marketers

 ― T her e

  is

  no

  one-size-fits-all

  mark eting

  campaign, e ach

 countr y ,

 r egion,

 and

 locality

 has

 unique

 needs, terminolog y ,

 and

 me ans

 of

  consuming

 informa tion. Establishing

  a

  global

  content

  mark eting

  str a tegy

  is essential

 but

 it

 can be

 very

 challenging.

 F or

 content mark eting

 campaigns

 to

 be

 truly

 global

 we

 need to

 adapt

 for

 r egional

 needs

 and

 di f fer ences

 of

 e ach mark et

 while

 still

 conveying

 the

 main

 message . ”

  CLARA

 LANDEC Y

 Mark eting

 Manager

 EMEA

 9

 W h a t

 c o n t e n t

 m a r k e t i n g

 m e t r i c s

 a r e

 y o u

 t r a c k i n g ?

 20 %

  15 %

  10 %

  5%

  0%

 C on v er s i on s

  We b s i t e T r a f fi c

  E ng a g emen t T im e

  S o c i al

 M e di a E ng a g emen t

  E mai l E ng a g emen t

  E mai l S u b s c r ib e r s

  Se a rc h Ra nk i n g s

  N o t

 Sur e

 Sour ce:

 HubSpot

 R ese ar ch,

 North

 American

 Survey ,

 J an

 -

 F eb

 2020

 2020

 Social

 Media Mark eting

 S tr a tegy

  f

 s o c i a l

 m e d i a

 t r e n d s

 f r o m

 2019

 t a u g h t

 u s

 a n y t h i n g ,

 i t ’ s

 t h a t

 p e r s o n a l i z e d c o n t e n t

 i s

 k e y

 f o r

 s u cc e ss .

 We

 a l s o

 s a w

 b r a n d s

 s t a r t i n g

 t o

 l i s t e n

 m o r e

 c l o s e l y t o

 t h e i r

 a u d i e n c e .

 I

 o n l y

 e x p e c t

 t h i s

 t o

 i n t e n s i f y

 i n

 2020

 w i t h

 t h e

 w o r l d

 m o v i n g

 t o w a r d s

 t i g h t e r

 d a t a

 r e g u l a t i o n s

 a n d

 h i g h e r

 e x p e c t a t i o n s

 f r o m

 p e o p l e

 f o r

 t h e c o n t e n t

 t h e y

 c o n s u m e .

 T h e

 w o r l d

 i s

 nu m b

 t o

 g e n e r i c s o c i a l

 m e d i a

 b r o a d c a s t s .

  O n

 t o p

 o f

 t h a t ,

 t h e r e

 a r e

 m o r e

 s o c i a l

 m e d i a

 c h a nn e l s

 t h a n

 e v e r

 b e f o r e ,

 b u t

 t h e m a i n

 t h r ee

 s t i ll

 l e a d

 t h e

 p a c k

 i n

 r e g a r d s

 t o

 r e t u r n

 o n

 i n v e s t m e n t .

 T h e

 d a t a

 b e l o w t e ll s

 u s

 t h a t

 m a r k e t e r s

 r e p o r t e d

 t h a t

 F a c e b oo k

 p r o v i d e s

 t h e

 b i gg e s t

 r e t u r n

 o n i n v e s t m e n t .

  C h e c k

 o u t

 m y

 f u ll

 a r t i c l e :

 D o e s

 y o u r

 c o m p a n y

 a c t i v e l y

 i n v e s t

 i n s o c ial

 m e d ia

 m a r k e t in g ?

 S o u rce :

 H u b S p ot

 R e sea rc h ,

 G lo ba l

 S u r v e y ,

 N o v- D e c

 2019

 W h i c h

 s o c i a l

 m e d i a

 p l a t f o r m s

 d o e s

 y o u r c o m p a n y

 i n v e s t

 i n ?

 2 5%

 20 %

 15 %

 10 %

 5%

 0%

 Fa c e b oo k

 I n s t a gr am

 T w i t ter

 P i n ter e s t

 S nap c ha t

 Yo u t u b e

 L in k e d I n

 T um b l r

 O t h er

  Sour ce:

 HubSpot

 R ese ar ch,

 Glo...

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