Marketers who want to be more competitive look to the future! This report highlights five core drivers of future marketing success needed in the omnichannel marketing world. It will help you review the readiness of your business by comparing the adoption between businesses of these marketing communications capabilities.
We identified these five key areas of marketing investment because they give a simple, high-level framework to review whether you have the right foundations in place to improve your marketing performance. They are: customer experience, media, messaging, content, and governance. These apply across organization type and size, so no matter what type of company you work in, you should be able to apply our best practices recommendations to your marketing activities.
To assess digital readiness, we invited Smart Insights and HubSpot subscribers based in Europe to share their current and future attention to these five future marketing success drivers. We asked about their current and future focus in 2022 on different management approaches for improving marketing performance. The report shows a huge potential for improvement in many businesses across these success factors:
1. Effectiveness of inbound marketing:
Nearly half of businesses (44%) rated themselves as successful or very successful in using inbound marketing to support the goals of their business. This suggests 56% of businesses have significant potential to become more competitive through improving their inbound marketing across the five pillars.
2. Using a data-driven approach to inbound marketing:
44% of businesses currently don’t have a sound data-driven approach in place. This is a shocking proportion of businesses because they will not be maximizing return on their investment in inbound. However, there is good intention to address this with 89% of businesses expecting to have a data-driven approach in place by 2022.
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