https://www.hubspot.com/state-of-marketing
· Scaling relationships and proving ROI
· Social media is the place for search, sales, and service
· Authentic influencer partnerships fuel brand growth
· The strongest connections happen via call, click, chat, and camera.
· Time saved with AI leads to more creative work
· Seeking: A single source of truth
· TLDR; Get on social, try AI, and align your systems.
· More human marketing, powered by robots
One-way marketing (interruption) is often more effective than two-way marketing (engagement) for large brands communicating with significant numbers of people. While two-way marketing aims to directly involve consumers, people generally do not care much about brands and are less likely to actively engage or participate. Examples show that memorable one-way ads like the Cadbury Gorilla commercial can be more effective at reaching large audiences with positive brand messaging than two-way social media campaigns, which typically see very low rates of actual consumer engagement. The most robust case studies continue to show traditional one-way marketing performing well compared to two-way approaches.
This document discusses better collaboration between agencies and clients. It notes that historically, agencies did not provide clients with a full understanding of the creative process or ideas, and clients did not know how to properly evaluate work. It advocates that agencies start presentations with the agreed upon creative brief to provide necessary context before presenting ideas. Agencies should tell a story that bridges the brief to the final idea, giving clients a complete understanding. The document also provides models for properly evaluating ideas and ensuring collaborative discussions between agencies and clients.
This document outlines a digital marketing plan. It defines digital marketing as targeted, measurable marketing using digital technologies. It lists various digital marketing channels and examples. Personas for target audiences are described along with their interests and concerns. Goals, actions, content planning, and results tracking are components of the outlined plan. Key performance indicators and costs are evaluated to optimize the strategy over time.
What is Digital Strategy? presentation explains the role of digital strategy in easy to understand language.
This is a presentation from the online course 'Crash Course to Digital Strategy' that you can sign up to on Skillshare for $20 http://skl.sh/VOj2ol
Pay with a tweet to download - http://www.paywithatweet.com/pay/connect.php?id=3bc9bee2cfdc011872fc15e896cbd108
Looks at answering what the role of a Digital Strategist is in an Advertising Agency. A relative of the Communications Planner, Strategic Planner and Account Planner, Digital Strategy concentrates on understanding the digital consumer, brand, media and creativity.
Looking at the core skills of Insight Mining, Communication Planning and Digital Metrics for success.
Thanks to Mark Pollard, Ana Andjelic, Mike Arauz and the many other Digital Strategists who helped me work out this bloody hard question.
As marketing budgets recover from the pandemic, social media spending is increasing. However, social media faces greater scrutiny as it receives larger portions of budgets. Marketers are more confident in social media's ROI, but senior leadership demands clear proof of social's value. In 2023, social media practitioners will need to closely align their goals and metrics with business objectives to satisfy increased scrutiny from executives seeking to cut costs in an uncertain economy. Practitioners also need to educate leadership on the importance of both short-term and long-term brand building strategies. Those who can't clearly justify social media's impact risk losing budget support.
This document outlines 50 essential content marketing hacks presented by Matt Heinz, President of Heinz Marketing Inc. at CMWorld. It provides an agenda for the presentation and covers topics such as content planning, measurement, formats, distribution, influencer engagement, repurposing content, and getting sales teams to leverage content. The goal is to provide new tools, tricks and best practices to help convert readers into customers through effective content marketing.
More startup agencies are emerging that offer competitive prices and good quality creative work for clients. Online gamers are earning significant money through playing games. While metaverse and virtual characters remained hyped, the trend was not as significant as the prior year. Consumers expect real actions from brands rather than just motivational messages. Affiliate marketing is booming to build trust and sales. Doctors are increasingly providing consultations over social media. Some Indonesian brand campaigns went viral internationally.
Digital Marketing Trends and Must Have for 2023 Benu Aggarwal
Sharing latest Digital Marketing trends and must have for 2023.
As we say goodbye to 2022 and welcome in 2023, it is a great time to review noticeable changes in search and consumer behaviors and next year plan for key digital marketing initiatives. In this webinar, we have discussed most significant search, digital marketing & consumer trends, and the must-haves for digital marketers in 2023.
https://vimeo.com/778999690 (Video)
Digital Marketing Trends and Must-Have Solutions for 2023 Milestone Inc
Here's a perfect recipe for search marketing strategies, digital marketing and consumer trends, along with the must-haves for search marketers in 2023.
This document provides a digital marketing strategy proposal for Thing-It. It analyzes Thing-It's current digital efforts and competitors, identifies key problems around awareness, online presence, interest/desire, and lead generation. Solutions proposed include LinkedIn ads, search engine advertising, blogging, social media, and webinars. Metrics, costs, and estimated returns are provided for each solution. An optimization approach is recommended to continually test, analyze, and improve performance. The proposed strategy aims to generate 296 leads with a budget of €38,000.
The document discusses social media trends for 2023. It notes that TikTok has cemented itself as the dominant platform and is rewriting industry rules by prioritizing organic content and participation. Organic and earned efforts are making a comeback as platforms like Facebook and YouTube see declining revenues and engagement. Brands are taking a more channel-agnostic approach and focusing on engagement and community building rather than uniform strategies across platforms.
Strategic Planning & the Importance of Consumer insightsKaren Saba
A high level presentation shedding light on what Strategic Planners really do at creative agencies and the importance of consumer insights in the world of planning. It is an interactive presentation with a 'Guess the insight' section at the end.
Please feel free to download, improve, and share the credits.
The document provides a guide to developing a successful digital marketing strategy. It outlines 5 key stages: 1) Research the battlefield by understanding your target audience and competitors, 2) Set goals by defining objectives and key performance indicators, 3) Plan the attack by differentiating your brand and deciding how to communicate to customers, 4) Gather your weapons by integrating your brand across marketing channels and platforms, 5) Review gains and losses by analyzing performance against objectives. The guide stresses the importance of an adaptive digital strategy to stay ahead in a shifting landscape.
The document is a presentation on creative planning given by Leon Phang at Miami Ad School. It discusses how creative planning is important to combine creativity and strategy. Phang believes the key is to be both creatively inspiring and relevant/differentiating. The rest of the presentation will cover the "creative domain" and tools for filling it. Strategic planning is important to get the basics right and avoid teams getting lost in the process without proper planning.
The document outlines a social media strategy for an organization called PT RENTALINX MEDIA SINERGI. The strategy includes optimizing profiles, running ads, and being actively involved on various social media platforms like Facebook, Twitter, YouTube, and Instagram. It also discusses content creation and delivery, engagement tactics, conversion goals, and required tools and metrics for measuring the success of the strategy.
The document discusses how to approach big ideas in today's digital world. It advocates defining the creative brief, big idea, and engagement strategy in a more participatory way that considers how technologies and culture have changed. Specifically, it recommends:
1) Fueling the brief by understanding real problems and how audiences participate rather than just saying things at people.
2) Defining ideas as platforms that live on and are generous, multifaceted, responsive, and propagated rather than just TV campaigns.
3) Awesifying ideas by building ecosystems and engagement strategies tailored to cultural behaviors on channels like social networks, rather than just disrupting them.
4) Using the RISE framework to recruit,
The document outlines a social media strategy proposal for an academy. It includes a situational analysis of current performance on Facebook and recommendations. The strategy proposes segmenting audiences by demographics, motivations and behaviors. It recommends positioning the academy as the most experienced and trusted place for training. The tactical plan includes improving Facebook, starting pages on other platforms, and video/influencer campaigns to reach goals of 10,000 Facebook likes and 1,000+ followers elsewhere by early 2021.
The document summarizes trends from the 2012 Consumer Electronics Show (CES) in Las Vegas. It discusses how social media and new technologies like smart TVs and phones generated significant media buzz. Samsung emerged as a leader in social media conversations due to its diverse product launches. The show continued to see record attendance numbers and increasing news coverage year over year, demonstrating its importance for consumer technology companies.
🚀 Excited to Share Our Comprehensive Analysis on Ather! 🚀
I am thrilled to share a presentation that our team recently completed on Ather, focusing on an in-depth brand and customer analysis. This was a group project that brought together diverse expertise and insights, resulting in a holistic examination of Ather's market positioning and customer engagement strategies.
📊 Project Contributors:
@Deepyanti Maskara - Social Media Marketing Expert
@Siddhesh Kondaskar
@Sudip Ghimire
@Leah CX
Key Highlights of Our Analysis:
🔍 Buyer Persona & Customer Journey
In my role, I concentrated on developing detailed buyer personas and mapping out the customer journey. Understanding our customers' motivations, challenges, and decision-making processes allowed us to create targeted strategies that resonate with Ather's audience.
💡 Brand Analysis
We delved into Ather's brand identity, evaluating its strengths, weaknesses, opportunities, and threats (SWOT analysis). This helped us identify areas where Ather can enhance its brand equity and customer loyalty.
🔄 Customer Engagement
Our analysis also included a thorough examination of Ather's customer engagement tactics across various platforms. We assessed how effectively Ather communicates with its audience and the impact of these interactions on customer satisfaction and retention.
Key Takeaways:
Customer-Centric Strategies: Emphasizing a customer-first approach in all touchpoints can significantly boost brand loyalty.
Data-Driven Insights: Leveraging data to understand customer behavior and preferences leads to more personalized and effective marketing strategies.
Innovative Engagement: Continuous innovation in engagement tactics keeps the brand relevant and top-of-mind for customers.
I am incredibly proud of the collaborative effort and the insights we uncovered. This project has been a valuable learning experience, and I am excited about the potential it holds for enhancing Ather's brand strategy.
Feel free to reach out if you'd like to discuss our findings in more detail or share your thoughts on Ather's customer engagement strategies!
#BrandAnalysis #CustomerJourney #BuyerPersona #MarketingStrategy #Ather #TeamWork #CustomerEngagement
PUMA digital marketing content analysisApurba Lahiri
Learn about the PUMA product brand and analyse the brand positioning in the market. The brand content ideas are given from the various platforms.
Made by: APURBA LAHIRI
Subject: Marketing
Topic: PUMA
digital marketing strategies for business growth.pptxthesocialkey78
The Social Key is full service digital marketing establishment known for its innovative and result-driven strategies. We offer best-in-class tailored services to meet the specific needs of every type of business.With a common goal of utilizing social media to build the gap between companies and their target markets. We are online advisors and work for different types of brands. Our team is full of energy and produces innovative digital marketing solutions that yield measurable outcomes.
In today’s competitive digital landscape, understanding the full impact of both organic and paid search efforts is crucial for driving effective marketing strategies.
Let us help.
Check out as we delve into the intricate relationship between organic and paid search channels, offering actionable insights for measuring success to maximize their combined potential.
We’re providing a comprehensive understanding of how to measure, analyze, and optimize holistic search marketing efforts, ensuring sustainable growth and superior ROI.
You’ll learn tips for:
- Integrated Metrics and KPIs: Define and track key metrics to capture performance of organic and paid search, to make informed strategic decisions with a holistic view.
- Attribution Models: Explore attribution models to understand the customer journey, identify influential touchpoints, and allocate budget effectively for maximum ROI.
- Optimization Strategies: How to leverage data from organic and paid search to optimize campaigns and increase conversions.
With Shaubhik Ray, we’ll equip you with the knowledge and tools necessary to excel in holistic search measurement. We’ll share marketing strategies that are data-driven, aligned with business goals, and poised to lead your organization to success.
Get the information regarding consumer behavior with this detailed presentation, designed to offer a thorough understanding of how individuals, groups, and organizations select, buy, use, and dispose of goods and services.
Key Topics Covered:
Introduction to Consumer Behavior:
Definition and importance of studying consumer behavior.
Exploration of how consumer behavior influences marketing strategies.
Psychological Processes:
How consumers perceive, learn, and form attitudes about products and services.
Key psychological factors: motivation, perception, learning, beliefs, and attitudes.
Decision-Making Processes:
Steps consumers take from recognizing a need to post-purchase evaluation.
Types of buyer behavior:
Complex Buying Behavior: High involvement with significant differences between brands.
Dissonance-Reducing Buying Behavior: High involvement with few perceived differences.
Habitual Buying Behavior: Low involvement with few perceived differences.
Variety-Seeking Buying Behavior: Low involvement with significant differences between brands.
External Influences:
Cultural, social, and environmental factors that affect consumer choices.
Examples of cultural influences like festivals and social classes affecting purchasing behavior.
Personal Influences:
Individual characteristics such as age, lifestyle, economic status, and occupation that shape consumer behavior.
The impact of personal factors like lifestyle choices and personality traits on purchasing decisions.
Marketing Implications:
How understanding consumer behavior can enhance marketing strategies.
Developing targeted marketing, improving customer satisfaction, forecasting market trends, and optimizing pricing strategies.
Enhancing product positioning and competitive differentiation through consumer insights.
The Future of Social Media Marketing | skillfloor.pdfgchaitya21
The future of social media marketing involves evolving strategies to engage audiences through emerging platforms, advanced analytics, and personalized content. Marketers will need to adapt to new technologies, changing consumer behaviors, and privacy regulations to remain effective and relevant in the digital environment. Learn more
https://skillfloor.com/
Customer relationship management and supply chain managementICFAI University
Key Topics Covered:
Customer Relationships:
Importance of building and maintaining strong brand-customer relationships.
Strategies for enhancing customer loyalty and engagement:
Excellent customer service.
Customer events and community-building activities.
Discounts and bonuses for repeat customers.
Active social media engagement.
Publicly thanking customers.
Celebrating customer milestones.
Rewards for word-of-mouth active customers.
Referral programs.
Customization options.
Supply Chain Management (SCM):
Overview of SCM and its significance in business.
Process of managing the flow of goods and services:
From raw materials to final products.
Ensuring efficient delivery to the ultimate customer.
Challenges in Marketing:
Competition: Strategies to address competition including differentiation, CRM, and competitive analysis.
Technology: Leveraging marketing automation, data analytics, digital channels, and cybersecurity measures.
Globalization: Adapting to cultural differences, regulatory challenges, logistical complexities, and currency fluctuations.
Social Responsibility: Implementing CSR initiatives, sustainable practices, and transparent reporting.
Case Study: Reliance Jio
How Reliance Jio disrupted the Indian telecom market with innovative marketing strategies.
Impact of disruptive pricing, affordable data plans, and strategic partnerships on the market.
The Best Digital Marketing Service in Delhi InfotechSolutionHubinfotechsolutionhub1
Discover the unparalleled digital marketing services from InfotechSolutionHub, your go-to solution for elevating your online presence. As the best digital marketing service in Delhi, we specialize in a range of services designed to drive results and maximize your ROI. Whether you need cutting-edge Google Ads services to boost your visibility, expert SEO services in Delhi to enhance your search engine rankings, or comprehensive online marketing services in Delhi, InfotechSolutionHub has you covered.
Experience the difference with our tailored strategies and innovative solutions. Contact us today and let’s embark on a journey to digital success together. Visit us at infotechsolutionhub.com for more details.
📞 Phone: 8745932636
mike waizman marketing portfolio projects 2024Mike Waizman
The portfolio document summarizes multiple projects from 2024, including a Facebook campaign that gained 39,362 new page subscribers. It also provides details on several advertising campaigns run on different platforms and projects, including their budgets, reach, clicks, and results. The largest campaign was for the Russian site Fishki.net, which gained over 140 million views per month during the campaign.
SEO, or Search Engine Optimization, is the process of improving a website’s visibility on search engines like Google. It involves optimizing the content, structure, and technical aspects of a site to make it more attractive to search engines. The goal is to rank higher in search results, which can drive more traffic to your site.
There are several factors why your business needs SEO. Higher visibility in search results means more potential customers can find your business. In today’s digital world, people rely heavily on search engines to find information, products, and services. If your website doesn’t appear in the top results, you’re missing out on valuable traffic and potential sales.
The benefits of SEO are numerous. It can increase website traffic, improve brand awareness, and generate leads and sales. SEO also builds trust and credibility with your audience. Unlike paid advertising, the effects of good SEO are long-lasting and provide ongoing returns.
At Search Markup, we provide the best SEO services with proven results. Our team of experts uses the latest techniques and tools to ensure your website ranks high in search results. We focus on delivering quality traffic to your site, helping your business grow. With our simple and effective approach, achieving top rankings is easier than ever.
1. The State of Marketing 2024 1
Navigating business growth with technology
and creativity for more human marketing
2024
2. The State of Marketing 2024 2
Explore top
marketing trends
In a competitive
the way for innovation.
INTRODUCTION
Go to section
To amplify brand presence, be easy
AWARENESS
Go to section
The strongest connections
happen via call, click,
chat, and camera.
ENGAGEMENT
Go to section
Want more big ideas? Free up
your time from manual tasks.
EFFICIENCY
Go to section
Niche audiences — meet
valuable, data-driven content.
GROWTH
Go to section
TLDR; Get on social, try
AI, and align your systems.
CONCLUSION
Go to section
THE STATE OF MARKETING
Privacy is paramount to
personalization, people!
PERSONALIZATION
Go to section
3. The State of Marketing 2024 3
Introduction
Awareness
Engagement
Personalization
Growth
Conclusion
3
In a competitive market,
for innovation.
INTRODUCTION
How marketing teams can chart a course
for scalable growth in 2024.
The State of Marketing 2024
4. The State of Marketing 2024 4
Introduction
Awareness
Engagement
Personalization
Growth
Conclusion
4
Marketing in the Age of Intelligence
A NOTE FROM LEADERSHIP
It’s no secret that the marketing landscape is changing quicker than ever.
AI and automation, alongside a fast-paced world, have the majority of marketers agreeing that marketing has transformed more in the past
three years, than over the past 50. We no longer live in a go-to-market world where having information alone is enough – those who want to
succeed must instead act on intelligence. We’ve shifted from the Age of Information to the Age of Intelligence.
growth in new ways.
we hear you. HubSpot has been working to build AI tools right into our platform that help
you achieve these goals. Our friendly AI bots make it easier to set up systems that provide information for your audience, automatically detect
At HubSpot, we’re here to help you navigate this journey. Thanks for reading and being part of our community.
ROB GIGLIO
CCO, HubSpot The State of Marketing 2024
5. The State of Marketing 2024 5
Embrace the future of productivity and unlock limitless innovation with
easy-to-use AI tools, available throughout the HubSpot platform.
ChatSpot
Ask an AI-powered assistant combining
ChatGPT with unique data sources like the
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AI-powered copywriter that saves
you time and money.
Website Generator
Quickly create a single-page
website with an AI website builder
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Social Caption Generator
Produce engaging copy for your
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letting AI do the heavy lifting.
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6. The State of Marketing 2024 6
There’s a well-known phenomenon that letting your mind wander helps your brain make
connections that lead to creative ideas. Researchers found that subjects had more “aha!”
moments when they were in the shower or doing dishes than when they were “on task.” As a
long lists of tasks. But things are beginning to change.
Today, marketers have a new assistant to help with everyday tasks, brainstorming, research,
content creation, data analysis, reporting, and automation — your friendly neighborhood AI tool.
come to market at just the right time. Six in ten marketers feel that the way they spend their
budget and the ROI it produces is being scrutinized more now than in the past.
In the year ahead, marketers plan to invest in the channels that bring in the best results,
prioritize building relationships with their audience, and automate manual tasks to make
way for more human marketing.
To explore the current marketing challenges, trends, and opportunities for growth, we surveyed
over 1,400 global marketing professionals in September 2023 and talked to leaders at top brands.
Let’s get into the data.
more human marketing
THE MARKETING ROADMAP
Introduction
Awareness
Engagement
Personalization
Growth
Conclusion
6
7. The State of Marketing 2024 7
GOALS, CHALLENGES, AND TRENDS
When the marketing budget is under the microscope,
impact of everything they do, which relies on a
single source of truth and access to reporting
that ties to sales. One of the top challenges
marketers cite is sales and marketing alignment,
despite the fact that 70% of marketers report
having “high-quality leads.”
So, what’s really driving growth? Around 75% of
marketers believe a personalized experience increases
sales and the likelihood of a contact becoming a
repeat customer. But building connections across
the buyer’s journey and developing relationships at
scale introduces new operations needs.
Here’s a look into the top challenges, opportunities,
sure bets, and investment-worthy marketing trends
for 2024.
Introduction
Awareness
Engagement
Personalization
Growth
Conclusion
7
Which channels have resulted in the biggest ROI this year?
Website/blog/SEO (search engine optimization)
Social media shopping tools (e.g. Instagram Shops)
Paid social media content
Email marketing
Content marketing
16%
16%
14%
14%
14%
of marketers believe
personalized experiences drive
sales and repeat business.
75%
8. The State of Marketing 2024 8
Marketers face challenges with:
In 2024, marketers want to try out:
Live streaming video
Short-form videos
Keeping up with trends
Selling directly on social media
Content showing brand values
Understanding customers and their needs
Creating interactive content like polls and games
Having low-quality data Selling on social media apps
Achieving sales-marketing alignment
These trends have generated strong results:
15%
14%
17%
15%
14%
13%
14%
14%
12%
14% 12%
14% 11%
Keeping up with the times
Trying on interactive content for size
Increasing revenue and sales
Increasing brand awareness and reaching new audiences
Increasing engagement
Improving sales-marketing alignment
2023 list their top goals for 2024 as:
24%
19%
19%
16%
15%
Sure bets from winning teams
Marketing trends that deliver ROI
Introduction
Awareness
Engagement
Personalization
Growth
Conclusion
8
of marketers plan to try experiential
marketing (engaging audiences in real life
16%
9. The State of Marketing 2024 9
from online.
AWARENESS
Brand awareness starts with establishing
trust via social media and video.
Social Media SEO
Introduction
Awareness
Engagement
Personalization
Growth
Conclusion
9
The State of Marketing 2024
10. The State of Marketing 2024 10
Facebook Instagram Youtube TikTok Twitter/X LinkedIn Snapchat Pinterest Twitch Tumblr
Introduction
Awareness
Engagement
Personalization
Growth
Conclusion
10
SOCIAL MEDIA Social search
Social media is the #1 product
discovery channel for Gen Z and
. 31% of consumers use social
to questions.
Social selling
17% of social media users report buying
a product on social. 87% of social sellers
more sales on social in 2023 than 2022.
Social service
sending a
in 2023 — up 45% from 2022. 1 in 5
younger consumers prefer customer
digital natives grow as decision-makers, we’re seeing changes to how buyers interact with businesses online. Some
of the biggest social challenges are coming up with ideas, creating engaging content that generates leads, and
gaining followers.
Facebook, Instagram, YouTube, and TikTok have the strongest ROI — and these align with where marketers are
investing in 2024. Twenty-seven percent of marketers who don’t use YouTube plan to start in the year ahead. For
Top Social Channels for Marketing
Get expert tips for social selling on LinkedIn and beyond
Channels marketers are using Channels that resulted in the biggest ROI
57% 55% 52%
44% 39% 37%
22% 21% 16%
9%
2%
5%
6%
6%
16%
16%
24%
26%
29% 29%
11. The State of Marketing 2024 11
In 2023, one in four consumers bought a product
.
50% of the marketers who use it planning to
shared, “Brands that partner with a select few
Creators in their niche create demand and drive
sales through channels like YouTube, Newsletters,
Podcasts, and Social. More than half of
our YouTube demand comes from Creator
partnerships. Our audiences want to learn from
credible experts over institutional brands. This
mix of owned and Creator media is helping
propel our business forward.”
INFLUENCER MARKETING
Less (followers) is more —
communities at a lower price point.
growth channel for brands.
51% of marketers say their company worked with creators or
brands and on in-house teams.
Introduction
Awareness
Engagement
Personalization
Growth
Conclusion
11
1
2
3
tone, and guidelines and established awareness with their
audience, future campaigns generate similar or better results.
4
12. The State of Marketing 2024 12
Partnerships with
Creators are now
indispensable
for business
growth. KYLE DENHOFF
Introduction
Awareness
Engagement
Personalization
Growth
Conclusion
12
The State of Marketing 2024
13. The State of Marketing 2024 13
In an increasingly competitive search
environment, your content strategy
must start with what users need,
If you look at recent Google updates,
you’ll notice that Google has been
means and prioritizing the “E” for
“experience” in E-E-A-T.
Your content must be personal,
demonstrate experience, and address real
needs. And you’re already playing catch-up.
The future of content
SEO
Finding ideas for new content
Creating content that receives high levels of online engagement
(clicks, shares, comments, etc.)
Reaching your target audience
Creating content that generates leads
16%
16%
15%
15%
14%
Introduction
Awareness
Engagement
Personalization
Growth
Conclusion
13
Top 5 challenges marketers face with content marketing
BEN STEELE
Senior Editor, Search Engine Journal
14. The State of Marketing 2024 14
and creating high-engagement content.
Over the last two years, three types of ebooks at
SEJ reliably generated a higher volume of leads:
• A functional tool that readers can use.
• First-party data and insights.
• Collaborations with thought leaders.
They are core parts of a wider trend — create content directly
That makes the content personal to them without the need for
personalization data.
To address many readers this way, you must:
• Know the parameters of situations a reader might encounter.
• Predict outcomes and the reader’s education or
troubleshooting process.
• Provide them with information they don’t know they need.
Proving direct experience is SEO gold. You also need this
knowledge to provide usable tools and curate relevant data.
because users can take what they need and adapt it to their
circumstances. Now, let’s talk about the third content type:
thought leadership.
Content is a consistent
struggle for marketers
Create content personal to readers
Introduction
Awareness
Engagement
Personalization
Growth
Conclusion
14
generative AI-powered search platforms, content
that can be easily produced can be readily served in
a chat box. If an AI can write it, an AI can serve it to
users instead of a link.
I don’t believe it’s a wholesale answer to content
marketing. I predict an increased demand for
complex topics.
most challenging aspect of an
SEO professional’s job is content
strategy and production.
#1
Search Engine Journal State Of SEO 2024
15. The State of Marketing 2024 15
Search platforms curate information, but humans can curate in a way the
situations a reader might encounter. Leaning into your unique knowledge allows
you to curate experiences that address what users don’t know they don’t know —
content that surprises, delights, and provides new insights.
show users what
they expect by default. This method tends to work much better coming from a
These people have the skills to become content leaders and engagement drivers.
They know how to resonate with people and might jump at the opportunity to
bring a creative skillset to their role. Or maybe you employ genuine thought
leaders already.
Identify or create thought leaders in your organization. Guide them with
marketing best practices and audience data. Creating new leaders is, in my
opinion, how you win at content.
Create content personal to you
Create thought leaders
Introduction
Awareness
Engagement
Personalization
Growth
Conclusion
15
Search is going through one of the biggest
transformations in recent memory. We asked
20 top SEO experts how to adapt and maintain
your competitive edge. Check out this insightful
compilation of insights, best practices, and tips
to help prepare for the year ahead.
Get the Top SEO Trends
16. The State of Marketing 2024 16
AWARENESS
Decision makers are going to social for
everything — search, sales, and service.
Authentic partnerships with micro
The best content is personal. Embrace
individual personalities and creators.
Invest in Facebook, Instagram, and YouTube and
make it easy to buy from your brand on social.
work with the same partners over time.
Build thought leaders within your organization and
try new media formats like podcasts and videos.
Introduction
Awareness
Engagement
Personalization
Growth
Conclusion
16
17. The State of Marketing 2024 17
ENGAGEMENT
The customer journey is shifting and brand
Introduction
Awareness
Engagement
Personalization
Growth
Conclusion
17
Chat Messaging Email Video
The State of Marketing 2024
18. The State of Marketing 2024 18
CHAT
HubSpot research found that 55% of businesses predict that by 2024,
most people will turn to chatbots over search engines for answers. AI-
individualized, user-friendly results, and gather data that helps businesses
marketing strategies in 2023 used AI and automation like chatbots versus
“It’s time to embrace bots. To get started, experiment with a marketing
bot for your website. Train your bot on your content so it can quickly
pricing, and case studies. At HubSpot, we introduced a Gen AI-powered
chatbot to our website and the results have been promising: 78% of
chatters’ questions have been fully answered by our bot, and these
customers have higher satisfaction scores.”
Introduction
Awareness
Engagement
Personalization
Growth
Conclusion
18
YAMINI RANGAN
CEO, HubSpot
Day-to-day marketing tasks
role. And 58% of marketers plan on increasing their
investments in AI and automation like chatbots in 2024.
How marketers are using chatbots
Personalized experiences
72% of marketers agree that AI and automation tools
like chatbots help them personalize the experience
customers get with their company.
Customer service and growth
24% of marketers feel that AI tools that help
customer service teams respond to tickets (chatbots,
self-service tools, generative AI emails) would help
their business most.
Want a free personal
marketing assistant
that’s available 24/7?
Try ChatSpot
19. The State of Marketing 2024 19
“The more personalized we
are, the better results we
see. Integrating [HubSpot]
with MessageMedia’s
SMS platform gave us
the power to provide a
consistent omnichannel
customer experience.”
JOBETH HARVEY
MESSAGING
In 2024, 87% of marketers plan to continue or increase their investment in mobile
Singapore are early adopters of this channel — closer to one in four marketers already
report having mobile strategies.
Automated messaging helped
Vinomofo scale the omnichannel
customer experience
The results of
personalized messaging
wine retailers, wanted to maintain a personal
touch with their customers as they grew. After
hitting roadblocks with disjointed systems, the
and
Introduction
Awareness
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Personalization
Growth
Conclusion
19
increase in sales conversions
better customer re-engagement
return on investment
21%
50%
120X
SMS for HubSpot
with MessageMedia
WhatsApp Business
integration with
HubSpot
20. The State of Marketing 2024 20
EMAIL
Email is an OG marketing and communication strategy that’s still exceptionally powerful.
Email marketing is tied for second place as the channel that provides the highest ROI.
One in three marketers reports using email and 87% plan to maintain or increase their
investment in 2024. But today, email marketers need to be ready to adapt.
HubSpot research revealed that marketers across the globe noted that the biggest
changes in marketing in the past year included:
In the year ahead, email marketing teams can create authentic and personalized
experiences using tools like AI and should be ready to respond to even the most
unexpected happenings.
Create an email with HubSpot’s AI email writer
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20
of marketers using AI
generate email content with it.
49%
27%
25%
23%
Being ready to pivot in case of a major event
The importance of personalized experiences
21. The State of Marketing 2024 21
Litmus’ annual revealed that 41% of email marketers count email marketing as their most
1. Use dynamic content to personalize at scale 2. Integrate email programs to save time
inbox to experiment with hyper-personalization.
AI-powered
images are some of the ways brands are getting dynamic content right. Litmus Personalize
users have seen a 52% increase in conversions with dynamic content personalization —
with some companies seeing as high as a 44% increase in email-driven sales.
Sixty-two percent of email marketing teams take two or more weeks
to create an email. Let that statement really sink in! Plus, 23% of teams
times and multitasking make it harder to react quickly to changes, but
email marketing integrations can ease that pressure.
ESP is very highly
integrated with other marketing channels, which means that’s a great
email teams — EzCater actually saved 2-3 hours of production time on
every email with their Litmus integration!
Top dynamic content ideas to try this year:
• Personalized content and product
recommendations based on past purchases
• Countdown timers
• Live in-email polls
• Nearest store map
• Personalized images
• Social media feeds
• Social signals
• Weather
How to Create an Email Program That’s Ready for Anything
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22. The State of Marketing 2024 22
The better news — AI-powered personalization in marketing can increase ROI
by up to 70%, and that’s just one of many ways email teams can use emerging
technologies like AI. Integrating AI tools into your email marketing process
streamlines tasks like brainstorming and QA, while also leveraging predictive
solutions that can
continuously monitor their emails, protecting against unexpected changes from
email client updates and beyond. With more opportunities than ever for great
brand engagement moments these days, brands can (and should) turn to advanced
technologies to ensure their emails result in the best possible experiences.
Make Every Send CountTM
Email isn’t going anywhere but up. Analysts expect the number of email users to
grow by 2.5% in both 2024 and 2025 until the number of email users worldwide hits
a projected 4.73 billion.
In the year ahead, email marketing teams can use the inbox to learn about and
connect with customers through dynamic, personalized experiences. Integrations,
In 2024, personalization is more important than ever. If you’re ready to start your
personalization journey, choose a tool that has powerful capabilities like quick-start
personalization templates, ,
and AI-powered product recommendations, just to name a few.
Start Your
Journey
Easily create personalized email experiences
at scale across your entire customer journey
with Litmus Personalize.
Try it now
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23. The State of Marketing 2024 23
of marketers using
TikTok will increase their
investment next year, the
highest of any platform.
of marketers who don’t
use short-form video will
start in 2024.
56%
30%
VIDEO
younger audiences going right to
social video platforms to search and engage with brands, even more so than search engines. Short-form video
invest more in short-form video than any other format in 2024. And more than half of marketers who leverage
short-form video will increase their investment in 2024. Aja Frost, Director of Global Growth at HubSpot shared,
“Use social listening tools to understand which low, medium-, and high-intent questions prospects and customers
powerfully, enabling brand advocates to answer it for them.”
Build your
brand’s video
strategy
Build out your brand’s YouTube presence:
To maximize visibility via video, optimize
brand videos with important keywords and
create channels and playlists based on your
most popular content topics.
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Experiment with AI video tools:
Transform blog posts into videos with
AI video tools like Pictory, or create
talking head videos for your brand
using AI avatars on Synthesia.
24. The State of Marketing 2024 24
As search fragments and
consumers take their queries to
TikTok and Reddit before Google,
Growth and Social Media
teams need to forge a
new partnership.
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AJA FROST
Director of Global Growth, HubSpot
The State of Marketing 2024
25. The State of Marketing 2024 25
ENGAGEMENT
Embrace chatbots to create a more
personalized marketing experience.
Chat, messaging, and video are growing
as important channels globally.
Be ready to adapt and pivot
your marketing plan at all times.
Use chatbots on your website for visitors and try
conversational tools for day-to-day tasks.
and TikTok into your marketing program.
Use data to guide every decision and work with a
more agile mindset, planning a few months out.
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26. The State of Marketing 2024 26
personalization, people!
PERSONALIZATION
the only way to personalize content.
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26
Privacy Targeting
The State of Marketing 2024
27. The State of Marketing 2024 27
DATA + PRIVACY
The way marketers collect data about their visitors and customers is changing dramatically. Google
addressed privacy concerns with an initiative to help reduce individual tracking online by phasing out third-
party cookies
The answer is in the inbox. Email is the perfect place to since most data
them, you can build consent and insights into your marketing and break your reliance on third-party data.
The report revealed that while 87% of marketing leaders say email is critical to
their success, only 24% of email marketing programs are highly integrated into other marketing channels —
now is the time to use email as a hub of insights you apply across all channels.
Source: Litmus - Email: The Perfect Place for Building First-Party Data
1. Consider what data you have and what you still need
2. Identify what data points to prioritize
3. Keep your data collection gentle — it shouldn’t feel like a customer interrogation
4. Hierarchically set data priorities based on your current database
Not sure
Yes
No
12%
47%
41%
Is your company working on a plan to
approach cookie-free targeting?
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28. The State of Marketing 2024 28
Personalization drives business growth.
Generative AI and automation are supporting a more personalized customer experience.
77% of marketers who use generative AI say it helps them create more personalized content. 72% of
marketers who use AI and automation say it helps them personalize customer experiences. And 7 in 10
marketers using AI and automation report that it helps them improve the overall customer experience.
Switching to a newer
tech stack is allowing us
to get into loyalty and
personalization at a much
bigger, better, deeper level.
JUSTIN DRY
Chief Entrepreneur and
TARGETING
and an annoying or unsettling experience.
say personalization is important — only 35% of marketers feel that customers
currently get a very personalized experience with their brand.
Targeted content improves the customer experience
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1
2
3
29. The State of Marketing 2024 29
Third-party cookies are so yesterday —
PERSONALIZATION
Great data starts
with well-organized systems.
Use generative AI to learn more about
your audience and their needs.
Collect data from your audience via email and use
Invest in marketing operations solutions that
provide a single source of truth.
Create personalized content at scale with AI tools
to generate more business.
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30. The State of Marketing 2024 30
EFFICIENCY
When systems are operating smoothly and
you’ve got some AI help, anything’s possible.
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AI + Automation Marketing Ops, Systems, + Tools
The State of Marketing 2024
31. The State of Marketing 2024 31
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AI + AUTOMATION
marketing, and 38% of those who don’t
use AI plan to in 2024.
using data
to inform marketing strategy became
more important from 2022 to 2023. And
data with AI.
of marketers see AI as an assistant that helps them across their
job duties. 81% of marketers
them in their role.
For ideas and
inspiration
To create outlines
To draft content
To write content
created at least in part with the help of generative AI. So
far, 56% of marketers who use generative AI for content
creation say it performs better than content created without it.
The top most successful use case for AI is
research — 33% ranked it as #1, above context
creation (31%) and data analysis and reporting
automation use Generative AI to do research.
Get the guide: Using Generative AI to Scale Content Operations
Get on the AI train
made easier
Is AI the new Clippy?
How marketers use AI to create content
GAI content performs
The #1 way to use AI is research
45%
31%
6%
18%
32. The State of Marketing 2024 32
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AI + AUTOMATION
manual, administrative, or operational tasks. But
with AI tools, marketers are saving 3 hours per
piece of content and 2.5 hours per day overall.
And the work they’re producing is working.
Eighty-four percent of marketers using AI are
are creating more personalized content. The top
repurposing content, writing copy for social posts,
emails, blogs, and more, and generating images.
who use generative AI to make content are
concerned it can harm their brand’s reputation due
to bias, plagiarism, or misalignment with brand
values. Here’s how to address AI risks.
AI stealing jobs
AI taking over most of their job duties.
Bias, plagiarism,
and brand safety
AI tools will add source and fact-checking
features. Companies will hire legal and
compliance specialists to guide AI usage.
Security risks Companies will hire AI security and IT
experts, and only choose trusted tools.
Unsure how to
use it
Companies will provide AI training
AI specialists.
33. The State of Marketing 2024 33
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33
MARKETING OPS, SYSTEMS, + TOOLS
Now more than ever, a single source of truth is vital to maintaining a top-notch customer
experience. Seventy-seven percent of marketers agree that having audience data is important
to marketing — it helps them successfully reach their audience, understand which strategies are
access to linked sales and marketing data, and a lack of a single source of truth to guide strategy.
Social media
analytics
Website
analytics other than HubSpot
LinkedIn
Navigator
Zoominfo Terminus
Which tools does your company leverage to target accounts?
of marketers say
data increases
the ROI of their
of marketers with a
single source of truth
their organization.
26% 93%
marketers say their
marketing data is
fully integrated with
their tools.
1 in 4
45% 41% 38% 37% 33%
27% 25%
34. The State of Marketing 2024 34
EFFICIENCY
more time back to be creative.
Use AI to automate manual
tasks and improve targeting.
— invest in trainings and policies.
give them the resources and time they deserve.
Try AI to learn more about your audience and to
scale personalized outreach.
AI is here to stay — create clear guidelines on how
to use AI tools and share tips with coworkers.
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35. The State of Marketing 2024 35
GROWTH
Content marketing teams are working closely
with sales to share engaging campaigns.
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Content Marketing Sales Enablement
The State of Marketing 2024
36. The State of Marketing 2024 36
CONTENT MARKETING
As the B2B marketing landscape continues to evolve,
marketers face a growing challenge: reaching and
cookies are no longer a viable option. As a result, there
personalized content. This surge in AI adoption is a
strategic move by marketers to elevate the quality and
bear the imprint of AI assistance.
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GIUSEPPE CALTABIANO
of marketers believe generative AI will have a
transformative impact on content creation in 2024.
85%
A staggering 81% of marketers leveraging generative AI report it enhances their roles.
it’s about creating content that outperforms
of marketers report
that AI improved
content quality.
of marketers said AI
in creating content.
85% 84%
of marketers said that AI
increased their capabilities
for content production.
of marketers felt that AI
helped them craft more
personalized content.
This aligns with the prevalent trend seen in platforms like
WriterAccess — an integrated model with AI tools. They use AI for
checking, and adherence with the brand’s tone and voice. The
applications of generative AI encompass data analysis, research,
compelling copy, and creating visually appealing images.
82% 77%
37. The State of Marketing 2024 37
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using marketers are wary of potential biases, plagiarism, or
misalignment with brand values. This cautionary approach
of AI with the imperative of maintaining brand integrity.
With the rapidly changing landscape of data privacy
regulations, marketers are acutely aware of the impact these
changes have on their strategies. An overwhelming 84% of
privacy changes, with Google’s phased withdrawal of third-
party cookies at the forefront of their concerns.
The reliance on third-party cookies is pronounced, with 81%
stating that their marketing activities depend on them to some
Two frontrunners have emerged: social media targeting
targeted social media ads as a potential solution and 25%
Innovative content types, like interactive content from
platforms like Rock Content’s Ion
marketing world.
Overcoming barriers to AI adoption Adapting to data privacy changes
As a testament to
the evolving nature
of marketing, 40% of
companies have taken
a proactive step by
hiring dedicated AI
experts to support their
marketing teams.
of marketers are actively exploring
alternatives to third-party cookie targeting.
47%
38. The State of Marketing 2024 38
Amidst these challenges posed by data privacy changes, marketers face a core battle in
understanding their target audience. Less than half possess comprehensive data on audience
the unique preferences and needs of the audience.
In light of the challenges, a mere 35% of marketers claim customers receive a highly personalized
collaboration of AI
Around seven in ten marketers credit AI with enhancing the overall customer experience.
who embrace this paradigm shift will not only navigate the challenges
of data privacy changes and AI integration but will also unlock the
potential for unparalleled customer engagement and satisfaction.
The future of B2B marketing lies in the hands of those who can
seamlessly blend human creativity with the transformative
capabilities of AI. This ongoing progression towards a more
the way businesses connect with their target audience.
Revolutionizing customer experience through personalization
Blending human creativity with the
transformative capabilities of AI
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Meet AI
Our AI tool swiftly analyzes gaps, crafting
optimized content briefs for higher Google
way to identify content creation opportuni-
of marketers
report that GAI
helps create more
personalized
content.
77%
39. The State of Marketing 2024 39
Smarketing alignment
SALES ENABLEMENT
Just 35% of marketers say their sales and marketing teams are strongly aligned. Oof. Sales and marketing teams
don’t have a single source of truth, or access to each other’s data, which is leading to disconnection between teams.
•
•
•
• Wasted marketing budgets
• Lost sales and disengaged leads
• A poor, impersonal customer experience
Top sales and marketing alignment challenges Results of sales and marketing misalignment
Set up your sales and marketing teams for success, get the SLA template
Introduction
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40. The State of Marketing 2024 40
GROWTH
AI elevates content marketing
quality and performance.
The fastest-growing businesses have
aligned sales and marketing teams.
High-performing brands have
a single source of truth.
Get on board with AI tools, but always incorporate
a human touch and your unique brand voice.
Alignment starts with shared data and extends
into collaborative goals.
Integrate your marketing and sales data in one
place to guide all customer-facing teams.
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41. The State of Marketing 2024 41
CLOSING
access to data and personalization at scale.
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41
The State of Marketing 2024
42. The State of Marketing 2024 42
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More human
CLOSING
Some of the biggest impacts to how businesses operate
today are the rapid advancement of technology, the rise of
digital natives in the workplace, and overarching economic
conditions. All of these factors are driving marketing teams
customer experience. The most successful, fastest-growing
companies are investing in the right tools, processes, and
systems to drive growth, all while emphasizing creativity
and connection.
If you haven’t given AI a try yet, what’s stopping you?
It’s time to jump on the AI bandwagon and head into the
future of innovation, a bit more magically.
up with trends, best practices, and more.
The Marketing Blog
The latest insights, ideas, and inspiration for modern creative marketers.
The AI Blog
Simple breakdowns of the most important AI news for professionals.
Marketing Hub
resources, and measure and optimize your investments.
HubSpot AI Tools
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easy-to-use AI tools, available throughout HubSpot.
Learn the latest business and marketing trends from leading experts.
43. The State of Marketing 2024 43
Industries represented
Methodology
We conducted a survey in September 2023 with a total of
1,400+ global B2B + B2C marketers across industries to gain
these data points.
Report created in collaboration with CXD Studio.
www.cxd.studio • hello@cxd.studio
Countries represented
Australia, Canada, Denmark, Finland, France, Germany,
Japan, Luxembourg, Netherlands, Norway, Singapore, Sweden,
United Kingdom, United States
Advertising or marketing
Agriculture, food, and beverage
Business or consumer services
Chemicals and metals
Communication services
Construction
Consumer product manufacturing
Defense or aeronautics
Education
Electronics
Emergency services
Energy, utilities, and waste management
The State of Marketing 2024
Financial services and insurance
Government
Healthcare or public health
Information Technology
Retail eCommerce
Transportation and logistics
Travel and hospitality
Waste management or water systems