What will the future of marketing look like? We asked what channels marketers are planning to add to their marketing mix in the next year.
The biggest takeaway: marketers are thinking hard about decentralized content. Many are experimenting with taking their content to new channels; this is a fairly new tactic that few have mastered, but many are working on. In our survey, marketers clearly are accounting for video content’s rising popularity amongst global online browsers, with 48% planning on using YouTube and 39% looking to use Facebook video. Podcasts are enjoying a resurgence in popularity, and new channels like instagram are in the marketer’s mix as well. 8% of marketers are even looking into posting content on Medium.
INTRODUCTION:
What content distribution channels do you plan to add to your marketing efforts in the next 12 months?
What content distribution channels do you plan to add to your marketing efforts in the next 12 months?
What content distrubtion channels do you plan to add to your marketing efforts in the next 12 months?
NAM marketers are the least enthusiastic about video content, with only about a third saying they’ll use YouTube as a channel, while half of their counterparts in SEA and LATAM plan on leveraging YouTube and Facebook video in the future.
What content distrubtion channels do you plan to add to your marketing efforts in the next 12 months?
Video dominates the agenda of C-level business leaders. By far, senior executives are embracing video content for their business, with 56% of C-levels planning to add YouTube as a content channel, 46% with Facebook video, and 17% looking into Snapchat. VP-level marketers have interest in leveraging Medium for a distributed content play, and 9% plan to leverage Slack as a content channel.
For many marketers, visual and audio content are channels they think will help win the future. We also asked respondents about the technologies or channels they believe will disrupt their industry. Of the write-ins, 41 said marketing automation, 35 respondents called out virtual reality and artificial intelligence technologies, and a handful specifically mentioned Snapchat will disrupt how they do their jobs.
And how will marketers prepare for upcoming disruptions? The majority of respondents have plans in place to iterate and adjust their strategy based on data, and trial and error:
“SLOOOOWLY”- 19 write in respondents
