With many businesses beginning to prepare their holiday marketing campaigns, content marketing is a leading strategy, according to a new survey from audience marketing data provider Bizo.
Nearly half of respondents (45 percent) said they plan to invest more of their marketing budgets into content marketing over the next 12 months. Their content marketing efforts are also being supported by social media and email, which are focus points for 65 and 46 percent of the survey participants.
Integration and engagement are key aspects of social media marketing. Forty-one percent of marketers are aiming to boost brand exposure with their social campaigns, while 26 percent are using the channel to support their other promotional efforts.
While social media marketing will be a priority for nearly two-thirds of the respondents, accurately analyzing results is still an issue. Most marketers simply base their success on the number of followers or Likes they have, which often isn’t a good indication of user engagement or sentiment.
As Brafton reported, a recent Direct Marketing Association report also suggests social spending will be a top priority. Out of all the channels analyzed, the DMA study found marketers plan to increase social spend by the highest margin.