It appears content marketing is here to stay (here’s a fun article collecting “if content is king then…” analogies, my personal favorites being “if content is king then video is heir to the throne” and “if content is king then why is Apple so bratty about it) and your company needs use it and other trendy marketing options strategically in order to stay relevant in today’s fast-paced business world. If your marketing strategy has a similar fate to Pepsi Blue, PDAs and the trusted floppy disc (hopefully left in the early 2000s, that is) then your company may follow suit. Here are a few statistics from HubSpot’s collection that demonstrate why you may want to turn a relentless eye to your marketing mix.
1: $1 out of every $92 spent on acquiring customers is spent on converting them (Econsultancy, 2016)
2: 71% of B2B researchers begin research process with a generic search (Google, 2015)
3: 55% of B2B marketers claim to be unsure what effective or successful content marketing looks like (Content Marketing Institute, 2015)
4: 45% of marketers believe that their Facebook marketing efforts are effective (Social Media Examiner, 2015)
5: 43% of individuals wish to see more video content from marketers (HubSpot, 2016)
6: Two-thirds of emails are read on a device other than a computer (Marketing Land, 2015)
7: The less marketers are aware of their KPIs the less likely they are to meet revenue goals (HubSpot, 2015)
8: 73% of people report disliking popup ads (HubSpot, 2016)
9: 80% of respondents claimed that artificial intelligence improves worker performance and creates jobs (Narrative Science 2015)
10: 91% of people reported that ads are more intrusive today than 2 years ago (HubSpot 2016)
These statistics all emphasize that by advertising your message to everyone you are marketing to no one. Finding your audience (person, time, placement) is more essential now than ever because of the sheer amount of resources and possibilities out there– you are fighting for attention among some really interesting competitors. These statistics prove just how essential it is to show your relevant message to your target market using the best technologies and resources available… Adopt your marketing strategy likewise or you’ll be going extinct too!