2020年营销报告
下面是小编为大家整理的2020年营销报告,供大家参考。
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
S t r a t e g y
b y
C r y s t al
K in g
17
Di g i t a l
A d v e r t i si n g
S t r a t e g y
b y
J o s h
Ch a ng
22
We b
S t r a t e g y
b y
D e b bie
F are s e
27
S e a r c h
E n g i n e
O pt i m i z a t i o n
S t r a t e g y
b y
M a tt h ew
H o we ll s - B a r b y
34
R e p o r t i n g
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
S t r a t e g y
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
u s e
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...