We have asked this question over the past few years and it’s been really interesting to see what ‘rocks your digital world’ since there are some common themes amongst the top 3 and some activities surprisingly low. The question we asked was around the most important commercial trends. We had around 850 votes from marketers in different types of business from around the world. Thank you if you voted! Here’s what you thought:

2018 market impact

By asking for just one technique from many, this helps show the top 3, 5 or 10 top-level trends. There are a clear top three techniques, each over 10%, but with a long tail of many other techniques showing the potential for optimizing different areas of digital marketing. Let’s take a look at the top three…

It’s no surprise to see content marketing ‘top of the pile’ since this has been in the top three for each of the years we have run this poll. We see content marketing as the ‘engagement’ fuel that powers all digital communications from search to social to email marketing to creating website experiences which convert. Our content marketing toolkit is popular since members want to learn a more planned approach to mapping content against personas across the customer journey.

More of a surprise is that Big Data is in second position. I think this is because marketers are aware of the potential of using data as what we call ‘actionable insight’. To help the decision on which technique to choose, we expanded upon the short labels you see in some polls to help scope the response more carefully. ‘Big Data’ is a nebulous term, but when we expanded the definition to include insight and predictive analytics, it shows the value of the specific marketing techniques for Big Data and this help explains why this is in position number two.

In third position is Artificial Intelligence and Machine Learning. Artificial Intelligence is not going away and will soon be a “norm” in all business marketing tools. Next month we will focus an entire article on Artificial Intelligence and how we are using it for many of our clients.

(Article courtesy of Smart Insights)

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