Summary
Business marketing strategies are changing
Companies are now approaching marketing through the prism of social media, placing personalization and conversational marketing at the heart of their strategy. Today, brand awareness or optimizing the customer philippine whatsapp number experience by promoting relationships supplant concerns related to sales or related marketing campaigns. As such, 63% of marketing professionals say they have increased their budget to devote it to paid advertising, content creation and software, in order to automate the management of certain tasks, content and the operation of chatbots. Marketers are also using automation more than sales professionals (+76%) or finance (+139%).
While generating leads remains a top marketing priority this year (34%), most campaigns are primarily aimed at increasing customer satisfaction (22%) and strengthening brand awareness (19%) rather than closing sales (14%). In this regard, they are more associated with social media and influencer marketing to reach customers more closely, rather than promoting simple ebooks, organizing events or downloadable content.
Although more traditional approaches seem to be losing ground, websites still remain the primary marketing channel. However, companies are increasingly relying on social networks, giving pride of place to personalized marketing and conversational marketing in order to meet a growing objective: brand awareness. Thus, 8 out of 10 companies plan to invest in social media marketing in 2022, and 39% say they will do so before the end of the year.
The main social media marketing tactic focuses on social listening (64%), ahead of live video (47%) and hashtags (43%). Building a direct relationship with the people who make up a company's audience on social media allows you to know exactly how to support, engage and convert them into loyal brand advocates.
In terms of channels, while Instagram remains the platform of choice for marketers, it is on Facebook that the ROI is the highest. Of course, the social network that is best suited to a particular company depends on the sector of activity. For example, 87% of B2B brands consider LinkedIn to be the most effective platform, while 89% of retail companies prefer Instagram.
Content marketing and video now considered essential
Marketers say they are using content marketing more than ever (82% in 2021 vs. 70% in 2020). After a year where virtual took over at all levels, video now occupies a prominent place in content campaigns as it represents the first form of marketing media in 2021, followed by blogs and infographics. In fact, 21% of marketers who are recruiting in the marketing sphere are looking for profiles who are comfortable with multimedia content creation, video editing and best practices and trends in content strategy.