More than one-third of SMBs say they devote the majority of their marketing budgets to customer acquisition, while just 6% say they devote the majority to customer retention.
70% of company marketers – who hail mostly from the UK (46%) and other European countries (19%) – plan to increase their content marketing budgets this year, while another 29% will keep them at current levels.
The consensus on objectives for online video campaigns of all kinds was that awareness is key—94.6% of respondents were looking to achieve that end.
60% of marketing executives expected to increase sales through their mobile efforts, indicating that direct-response campaigns may continue to dominate.
Most content marketing aims to drive pre- and post-sales activity.
Leading the pack of customer acquisition tactics: personal relationships & networking (95%), tradeshows & industry events (89%), & in-person events (86%).
BtoB Magazine found that more than half (56%) of US B2B marketers used content marketing to foster greater audience engagement.
Counting fans was still an important tactic for almost all US marketers (96%). A large percentage of respondents were also measuring traffic to their websites (89%), customer satisfaction (66%) and new customers (62%).
Retail marketers are spending most of their time building their brands and drive sales, and are not as focused on engaging customers or building customer loyalty.