By 2021, CMOs will spend nearly $119 billion on search marketing, display advertising, online video, and email marketing. These changes reflect a new emphasis on quality over quantity, a dynamic that will reintroduce human intervention into programmatic ad buying, turn marketers into growth hackers, and put long-tail publishers out of business.
“Digital assistants and smart machines are cool, but the most useful business insights come from combining internal data with a multiplicity of external data sources — whether it be sales, shipments, promotions, financials, or a hundred other things.”
A survey of B2B executives conducted in September 2016 asked about content marketing tactics, and found that original market research and associated data are the most effective B2B marketing approaches.
“The digital marketer that won’t invest the time and effort to become capable of contributing to content strategy and development is going to be of limited value. Savvy buyers expect meaningful and substantive content, and they can’t get that from marketers that outsource their jobs to agencies who have little client industry subject matter expertise.”
Source: Forrester Blogs
B2B marketers in Western Europe and the U.S. are mostly optimistic about big data and its future. However, according to new research, less than half of those surveyed believe their organization is ready to apply big data today.