Thursday, December 14th, 2017 | 2 min read
There’s a lot of money flying around in the marketing world. How much, exactly? Well, Forrester estimates that digital marketing spend – in the US alone – will reach nearly $120 billion by 2021.
That’s a big number, but it doesn’t tell the whole story of how and where marketers are spending their resources – and why they’re choosing to do so. To offer insight into where the money’s going, we compiled the following infographics along with our thoughts on what they say about the industry.
In today’s crowded social landscape, cohesion is crucial. Customers interact with brands on their terms, and in order to provide a high level of service at all times, brands must have a single, cohesive view of their customers and what they’re saying.
That’s why it’s so important to adopt a single, coordinated set of social solutions. A fragmented set of tools that don’t align with each other is likely to result in a fragmented view of the customer.
Brands may realize that content is king, but that doesn’t mean they know how to make the best of the material they produce across their social channels. Nevertheless, as companies adopt new ways of reaching, engaging, and listening to customers via social, it has become imperative for brands to reach the right audience, with the right message, on the right channel, at the right time.
To do so, they need to know what content is resonating with which audience, and have the power to quickly develop more pieces that will resonate.
Brands have a growing responsibility to meet customers on their terms: at the right time, on the platform they prefer, with a relevant and personalized message. Companies that can do so will separate themselves from the pack. And this is not limited to the B2C space. B2B leaders are tapping into the power of social data-driven media strategies and placement.
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