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）.pdf

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 Spend.......................................................4
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 willspend 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 % 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.
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