SEMPO recently released its 12th annual state of research marketing survey, that gives a insightful sneak peak into the industry, for both marketers and agencies. The survey reveals the trends and requirements for both the players in the market.
While the interpretation of the survey unveils the following trends for the Marketer:
- Marketers are shifting emphasis to in-house paid channels.
- Paid social is on the rise.
- Email marketing has dipped.
- Most marketers manage all digital channels in-house, very few outsource.
- Marketers are finding it significantly more challenging to measure ROI for organic search, paid search, and paid social.
- Marketers are finding it less challenging to measure ROI for organic social media marketing.
- Generating content for social media has become more challenging for marketers.
- Marketers are finding it more challenging to measure ROI for email marketing.
The scenario for the Agencies are as follows:
- Agencies are less focused on organic search and social media marketing, shifting more to paid channels.
- Amazon is emerging as a “search engine” investment for agencies.
- The top social channels that clients are investing in include Facebook, Instagram, and YouTube.
- B2B paid social favors LinkedIn and Twitter.
- B2C paid social favors Instagram.
- Agencies are finding it more challenging to measure ROI for display advertising.
- Agencies are finding it less challenging to measure ROI for SEO.
- Agencies are finding it less challenging to measure ROI for paid social.
- Agencies are much more focused on voice search compared to marketers.
The results of the conducted survey are based on the response of about 300 marketers, advertisers, agencies, eco-system suppliers and more. The survey brings together the on going trends for both marketers and agencies in the same report, enabling both the parties to get a reality check as well as a forward looking perspective on the constantly changing landscape of the industry.
