2021营销状态报告（英）-47页_3mb

2021 State of Marketing Report Summary

Core Content Overview

This report, published by HubSpot, provides insights into marketing strategies and trends from over 1,500 marketers worldwide. It outlines the evolving landscape of marketing in 2021, emphasizing digital transformation, customer-centric approaches, and the increasing role of data and technology in driving marketing success.

Key Trends and Strategies

Overall Marketing Strategy

• Marketing Strategy Shifts: The top marketing strategy in 2021 is social media, with personalized and conversational marketing becoming more prevalent.
• Primary Goals: Brand awareness is the top marketing goal, followed by increasing sales and engagement.
• Budget Allocation: 63% of marketers increased their budget, with paid advertising, content creation, and software being the main areas of investment.
• Marketing Automation: 76% of companies use marketing automation, with 26% planning to adopt it in 2021. It is used for lead generation, nurturing, and customer engagement.
• Customer Experience: Customer experience is highlighted as the number one driver of growth, with a focus on building relationships over traditional sales tactics.

Content Marketing Strategy

• Content Marketing Growth: 82% of marketers actively use content marketing, up from 70% in 2020.
• Preferred Content Types: Video is the leading content type, followed by blogs and infographics.
• Content Measurement: Social engagement is increasingly used as a success metric for content marketing, up by 187% from 2020.
• Investment in Content: 28% of marketers plan to newly invest in content marketing, up 17% from 2020.

Social Media Marketing Strategy

• Social Media Dominance: Social media is the top marketing channel, with 8 in 10 companies investing in it.
• Tactics: Social listening, hashtags, and live video are the primary tactics, with 19% using augmented reality.
• ROI Insights: While Instagram is the most popular platform, Facebook is seen as the most effective for ROI.
• Platform Updates: Email clients update frequently, so continuous testing and optimization are crucial for maintaining performance.

Search Engine Optimization (SEO) Strategy

• SEO Importance: SEO is now a core part of marketing strategy, with 69% of marketers investing in it in 2021.
• Effective Tactics: Strategic keywords, localization, and mobile optimization are key SEO practices.
• Measurement: 75% of marketers feel their SEO tactics are extremely or very effective, while 83% are confident their website helps reach marketing goals.

Reporting and Attribution Strategy

• Reporting Tools: 72% of marketers use reporting tools, but only 53% use attribution reporting.
• Attribution Importance: Attribution is critical for understanding the customer journey and optimizing marketing efforts.
• Budget Confidence: Only 37% of marketers feel very confident when making budget decisions for revenue-influencing programs.

Email Marketing Strategy

• Email Engagement: 77% of marketers report increased email engagement over the past year.
• Tactics: Segmentation, personalization, and automation are key strategies, with a focus on hyper-personalized messages.
• ROI: Email marketing delivers a $36 return for every $1 spent, making it one of the most effective channels.
• Testing and QA: Marketers are advised to test and QA templates every two weeks to ensure effectiveness.

Conversational Marketing + AI Strategy

• Conversational Tools: 47% of marketers use bots for marketing, up from 45% in 2020.
• AI Integration: AI is increasingly used for personalization, automation, conversion, and customer support.
• Challenges: Marketers face challenges with easy, achievable, and complicated strategies, with complicated approaches often leading to poor customer experiences.

Account Based Marketing (ABM) Strategy

• ABM Adoption: 70% of marketers use ABM, up 15% from 2020.
• Tactics: Social media is the top method for targeting accounts, with strategies including identifying key contacts and creating custom content.
• Metrics: Key ABM metrics include revenue won, won accounts, and revenue per account.
• Challenges: Marketers face challenges in delivering personalized experiences and choosing target accounts.

Market + Customer Research Strategy

• Research Importance: 83% of marketers conduct market research, and 88% use it for business decisions.
• Customer Feedback: 91% of companies use customer feedback to inform decisions.
• Future Plans: 67% of marketers plan to increase market research spend in the next year.

International Marketing Strategy

• Global Reach: 93% of marketers operate in multiple regions, but only 65% report marketing internationally.
• Challenges: Common challenges include exchange rates and cultural differences.
• Localization: Hiring locally and using localization tools is recommended to overcome these challenges.

Video Marketing Strategy

• Video Growth: Video content saw a 80% increase in uploads in 2020, with 103,603 videos uploaded on April 22.
• Video Consumption: People watched 12.2 billion minutes of video in 2020, equivalent to 23,211 years of content.
• Video Formats: Short-form videos increased by 62%, while long-form videos (30-60 minutes) grew by 140%.
• Conversion Insights: Conversion events in videos increased by 30%, with pre-roll events and email collection forms showing high conversion rates (12.7% and 15% respectively).

Conclusion

The 2021 marketing landscape is characterized by a shift towards digital, customer-centric, and data-driven strategies. Marketers are leveraging automation, AI, and video to enhance engagement and conversions. Personalization, social media, and content marketing are at the forefront, with a growing emphasis on understanding and measuring customer journeys through attribution reporting. The report encourages continuous innovation and adaptation to stay ahead in a rapidly evolving market.