Industry News

June 30, 2016: According to a new HubSpot survey, video appears to be the most favored form of content by customers and prospects as marketers turn to a wide variety of assets to achieve their objectives.

The data revealed that videos are the most thoroughly consumed form of content (55 percent), followed by social media posts (52 percent), news articles (49 percent) and research content (47 percent).

video marketing, content marketing, social media

The survey results also suggest that customer demand is shifting. Nearly half (45 percent) of the respondents said they would like to see more social media content in the future. Videos took third place, with 43 percent of the vote. However, this does not mean that marketers should place less of a priority on one form of content over another, according to the researchers.

June 29, 2016: New research shows that as B2B buyers look more closely at vendors, personalized content and timely deployment are becoming more critical selling points.

In the “2016 B2B Buyer’s Survey” conducted by Demand Gen Report, the majority of B2B buyers (69 percent) said the single most influential aspect of any vendor’s website is content that speaks directly to their company.

When it comes to evaluating a list of solution providers, 84 percent said solving a pain point and deployment time/ease of use are the two most important variables.

marketing, b2b, buyer

June 28, 2016: As further evidence of the importance of establishing an omnichannel journey for customers, new data shows that digital channels drove 92 percent of calls to businesses in 2015. This represents significant growth since 2014, when 84 percent of calls were driven by digital marketing efforts.

The “2016 Call Intelligence Index” by Invoca analyzed 58 million calls across 40 industries. Additionally, the study revealed mobile marketing has become an essential means to connect with customers. Roughly half (54 percent) of customer calls came from mobile-specific channels.

mobile marketing 1

The authors of the study note the importance of incorporating click-to-call buttons on mobile channels.

June 27, 2016: The 2016 “State of Social Marketing” report from Simply Measured recently found that 63 percent of marketing organizations now have social media teams (up from 49 percent a year ago). However, measuring ROI has been labeled as the biggest challenge for the vast majority.

Specifically, more than 61 percent of surveyed respondents claim that measuring ROI is their top challenge. Only 9 percent say they can quantify revenue driven by social media efforts.

marketing, social media

Overall, nearly half of respondents (45.5 percent) stated that they could not quantify the revenue attributable to social media. Securing budget (38 percent), tying social to business goals (33 percent) and tracking results (27 percent) were also named top obstacles by social media marketers.

June 23, 2016: A new survey indicates that enterprise marketers are investing in a number of channels ahead of search marketing and the challenges associated with proving ROI and finding a reliable partner may be playing a role in their decisions.

The “Enterprise Marketing Survey 2016: Search Marketing Results” conducted by Clutch has discovered that just 47 percent of enterprise marketers use SEO. This was less than the amount who invest in website marketing (84 percent), social media (78 percent), email (60 percent) and more.

marketing, search, SEO

June 22, 2016: Male Finger is Touching Facebook App on iPhone 6 ScreenA recent study revealed that when asked which one channel they’d turn to for information on a vendor purchasing decision, about 1 in 4 (24 percent) marketing and IT decision makers said Facebook would be their social channel of choice.

“The Changing Face of Influence” study from Hotwire PR and Vanson Bourne found that only 17 percent of decision makers would rely on LinkedIn as their sole source of information, and just 6 percent would rely on Twitter.

June 22, 2016: Research shows that marketers who make purchasing decisions tend to consume an abundance of content before buying a solution. However, it appears they do not take this into account when devising their own marketing strategies.

The “How Marketers Create and Consume Content” survey conducted by NewsCred revealed that 64 percent of content consumers, who also work in marketing, review non-branded unbiased content prior to carrying out a purchase. Even so, just 27 percent of marketers say they use their budget to develop insightful content.

content marketing, marketing

June 21, 2016: For nearly half of marketers (48 percent), developing an effective strategy and adequate resources are major stumbling blocks to successful content marketing efforts, according to Ascend2’s “2016 State of Content Marketing Survey.”

Budget constraints (47 percent) and the inability to measure effectiveness (36 percent) are also pain points for marketers.

barriers to success

Looking to the future, marketers are bullish on their content marketing efforts. A total of 89 percent of marketers reported the effectiveness of their content efforts is increasing, with more than one-third (35 percent) indicating it’s “increasing significantly.”

effectiveness changing

June 20, 2016: A mixture of inbound marketing tactics, including SEO, blogging, and social are helping B2B marketers drive business, according to a new report.

The “Inbound Marketing Effectiveness Benchmark Study Report” from Demand Metric and Act-On revealed that the majority of inbound marketing-reliant B2B marketers (77 percent) use SEO to drive their businesses. This is followed by blogging (64 percent), social media (59 percent) and pay-per-click (36 percent).

inbound marketing, marketing, b2b

Over the next 12 months, 58 percent of B2B marketers stated that they will increase their investment in inbound marketing tactics. About 35 percent claimed that they will at least maintain the amount of money they spend on inbound marketing.

June 16, 2016: New research indicates that digital marketers anticipate more complexity in the future, yet their organizations are falling short when it comes to innovation.

The “2016 Digital Marketing Outlook” report conducted by SoDA and Forrester discovered that the large majority of marketers (84 percent) believe they will face a high or very high level of complexity over the next five years. However, more than one-third of respondents (38 percent) say that their organization is only somewhat innovative in terms of digital initiatives.

digital marketing, marketing

Additionally, nearly half of marketers (46 percent) stated that their company is only making minor innovations to product and service offerings, as well as customer engagement.

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