NYAMA/BrandSpark Survey: Marketers Focusing on Mobile and Consumer-Generated Content Strategies into 2017
The New York American Marketing Association (NYAMA) and BrandSpark today announced in conjunction with Dapresy, a global provider of data visualization and data integration software, that the results of the first annual NYAMA/BrandSpark American Marketers Survey are available online here.
The survey captures the views of more than 650 marketers across the United States, representing a range of major industries. Marketers shared their overall strategy, key tactics, challenges, successes, media spend intentions and ROI perceptions.
According to the report, researchers expect to see marketers make big investments in technologies to improve mobile marketing effectiveness and consumer-generated content strategies over the next six to 12 months.
“Respondents believe that marketing is more important than ever before, and adopting new technologies effectively is a must to stay competitive,” said Lukas Pospichal, managing director, GreenBook & New York AMA. “Mobile marketing was selected as the trend that will have the biggest impact on marketing in the next 12 months (and 10 years), though only 41 percent have a mobile strategy in place; another 30 percent are planning to implement within the next year.”
Robert Levy, president, BrandSpark International, added:
“Similarly, just over 30 percent indicated they had a strategy on consumer-generated content or influencer marketing, but just as many are planning to implement one in the coming year. As they do so, they should be cognizant of the fact that while most organizations rely solely on consumer-generated content from social media or contests and promotions, only a small percentage indicate their initiatives are very successful. The highest success rates were cited when marketers cite multiple sources for generating consumers review and other content.”
Content marketing/branded content, data management & analytics and online video are the other marketing areas expected to see the greatest growth as strategies implemented (or firmed up) in the coming year. That is, if marketers can overcome the biggest challenge cited to implementation plans: a lack of resources available to make the shift.
Accurately measuring ROI, as always, remains a critical challenge for marketers. However, they are increasing spend on channels they perceive to offer the highest ROI. These include CRM/email marketing and social network advertising. Online video is also on the rise, but interestingly has approximately the same perceived ROI as broadcast television.
Respondents said the biggest likelihood to cut back on spending is print marketing (newspapers, flyers and magazines), OOH advertising, and radio, in large part because these channels have accounted for a large portion of budget and marketers are looking for money to fund the digital initiatives that are becoming a greater part of their overall mix.
Other key findings of the study include:
- The top tactical tool to implement in the coming year is marketing technology software, with about 50 percent planning to implement.
- Among the seven in 10 marketers with a digital strategy in place, half have more than 30 percent of their media budget assigned to digital initiatives, while a quarter have more than 50 percent.
- More than 50 percent of marketers with a content marketing strategy have a dedicated staff to manage and produce content.
- Advanced marketing analytics and the emergence of Millennials are expected to have almost as much impact as mobile over the next 10 years. These Millennials are driving an increasing demand for personalization.
Findings available online via Dapresy dashboard
“We are excited to make the results of this important study available to everyone,” said Rudy Nadilo, president North America, Dapresy, via a Dapresy online dashboard here.
About Dapresy (www.dapresy.com)
Dapresy is a global provider of data visualization and reporting software. Unlike traditional business intelligence tools that focus on deep-dive analysis for a limited audience, Dapresy visualizes and distributes data into existing company processes for all designated people. It enables clients to deploy dynamic KPI-driven marketing dashboards to clearly communicate complex data from markets, users and customers. The company’s unique dynamic dashboards are individually tailored, deploying the right data to the right people at the right time. For marketers looking to move beyond PowerPoint and Excel, Dapresy is the faster and far more effective way to easily present marketing information from multiple sources in a manner that improves decision making.
About NYAMA (http://www.nyama.org)
The New York American Marketing Association (NYAMA) is an organization that inspires, supports and celebrates brilliance in marketing. Founded in 1931, the NYAMA is the principal community for marketing professionals across all industries and disciplines in the New York area. Offering programs, monthly events, and interaction with the chapter through volunteer activities, we provide marketers with an opportunity to increase their knowledge and reach in the marketing community. We also serve as a resource for all marketing events, activities and news in the New York and surrounding areas.
About BrandSpark International (http://www.brandspark.com)
BrandSpark International is a leading brand, marketing and product innovation research company. With deep expertise in consumer packaged goods, BrandSpark has a global perspective on what drives innovation unlike any other research company. We understand the insights and content that brands need to launch and support new products. BrandSpark runs North America’s most credible consumer voted awards program for new products, the Best New Product Awards, and generates new product reviews, certified claims and insights through its new shopper engagement platform, Shopper Army.