One of the major challenges you face as a marketer, entrepreneur or business leader is deciding on what your marketing mix should look like. This decision should of course be based on insights about your competitors, the external world and most importantly your customers. In this blog post I'll discuss some fascinating statistics on digital marketing which I talked about during a recent keynote at International Franchise Association's event FranTech 2016.
Picture of me, Anders Sörman-Nilsson, during one of my keynotes.
This graph below is based on data from Smart Insights' survey which were conducted in February 2016. The survey received over 1,500 answers from marketers in the U.S. The graph below reveals that marketing automation, content marketing, big data and mobile marketing are the four digital marketing activities that are perceived as being the ones with the greatest commercial impact in 2016.
I'm not particularly surprised that marketing automation, content marketing and mobile marketing are considered to be so effective since they have been among the three most popular marketing buzzwords in recent years. However, I'm a bit surprised (but nonetheless happy) that big data is seen as such an important activity.
Big data which includes both predictive analytics and customer insight could be an extremely useful tool when segmenting your customers, personalising content and monitoring relevant industry trends. In other words it can work as an enabler for companies that want to get more personal with their customers and create seamless customer journeys.