2018广告策略、技术、支出和成功情况：500位营销高管透露的他们的2018年策略（英文版）.pdfVIP

500 MARKETING EXECUTIVES REVEAL THEIR 2018 STRATEGY 2018 Stats on Strategy, Technology Spend, and Success Table of Contents Key Takeaways 3 Marketing Technology Usage and Spend4 Challenges with Data and Attribution 8 What It Takes for Success in 2018 12 Survey Breakdown 17 2 KEY TAKEAWAYS Marketing executives are spending more on marketing technology than last year, and shifting focus toward content marketing as a priority in 2018. • 68% of marketing execs will spend more on marketing technology in 2018. • 80% of respondents introduced 1 to 5 new technologies in 2017, and 56% say they feel “overwhelmed” by the amount of data in their marketing technologies. • The marketing trend that execs feel least prepared for is artificial intelligence. 1/3 of marketing executives feel unprepared to handle AI in 2018. • “Organic Search” was the top performing channel in 2016, 2017 and is the top priority of marketing executives in 2018. • Marketing executives are prioritizing content marketing in 2018. 76% of execs plan on upping their investment in content marketing next year. 3 MARKETING TECHNOLOGY USAGE AND SPEND 28% of Marketing Executives Are Using More than 10 Marketing Technologies • 90% of respondents use 20 or fewer marketing technologies, with the largest group, 43%, using 6-10. • 8% report using more than 20 different software solutions. About how many technologies does your marketing team currently use? (Ex: automation, social tracking, SEO tools, workflow managers, etc.) 0-5 0 27% 6-10