Ascend2-2020年网络营销计划（英文）-2020.3-15页_1mb

2020 Digital Marketing Plans Summary

Core Content Overview

This document outlines the findings of the 2020 Digital Marketing Plans Survey conducted by Ascend2 in partnership with leading marketing technology providers and digital marketing agencies. The survey included responses from 278 marketing professionals and provides insights into the current state of digital marketing strategies, objectives, challenges, and the role of technology in driving success.

Primary Objectives

Marketers are primarily focused on driving sales and customer acquisition in 2020. The key objectives reported by survey respondents include:

• Increasing sales leads generated: 54% of marketers
• Increasing customer acquisition: 49% of marketers

These objectives are seen as the main goals of digital marketing plans for the upcoming year.

Strategic Success

The majority of marketers (96%) believe that their digital marketing plans have been successful in achieving primary objectives. Furthermore, 39% of respondents describe their plans as very successful or best-in-class compared to competitors, indicating a strong alignment between digital efforts and overall marketing goals.

Critical Challenges

Despite the success of digital marketing, marketers identify the following as the most significant challenges:

• Increasing customer acquisition
• Increasing sales leads generated

These are reported by 48% of the survey respondents as the most difficult obstacles to overcome in 2020, highlighting the need for continuous optimization and alignment with sales processes.

Digital Versus Traditional Media

There is a clear shift towards digital media in marketing strategies. Only 13% of marketers consider traditional media (print and broadcast) more effective than digital media, while 40% believe digital media is significantly more effective. The majority of marketers (47%) see digital media as somewhat more effective than traditional media, reinforcing the growing preference for digital channels.

Objectives Versus Challenges

Marketers report that the primary objectives for 2020 are also the most critical challenges. This suggests that the goals they aim to achieve are closely tied to the difficulties they face, and that aligning digital efforts with sales is essential for success.

Most Effective Tactics

While emerging technologies like AI and chatbots are gaining traction, traditional tactics remain the most effective for many marketers. The survey results show:

• Search Engine Optimization (SEO): 49% of marketers
• Social media and blog posting: 47% of marketers

These tactics are widely used and considered effective in driving engagement and conversions.

Investment in Marketing Technology

Marketing technology (MarTech) is becoming an essential component of digital marketing strategies. The survey indicates:

• 4% of marketers are not planning to invest in MarTech
• 27% of marketers are investing significantly in MarTech and will continue to do so in 2020

This highlights the increasing importance of leveraging technology to enhance marketing performance.

Metrics Used to Measure Success

To assess the effectiveness of digital marketing efforts, marketers rely on specific metrics. The most commonly used metrics include:

• Cost per customer acquired: 50% of marketers
• Conversion rate: 46% of marketers
• Engagement rate: 45% of marketers

These metrics are crucial for evaluating the return on investment and the overall impact of digital campaigns.

Resource Allocation

As the digital marketing landscape evolves, many marketers are turning to external expertise to implement their strategies. The survey reveals:

• 82% of marketers plan to outsource at least some work to specialists
• 71% of marketers prefer a combination of outsourced professionals and in-house resources as the most effective approach

This indicates a growing trend of collaboration and specialization in the execution of digital marketing tactics.

Research-Based Marketing

Ascend2 emphasizes the value of research-based marketing, particularly for marketing technology companies. The report suggests that original research is the top type of content for engaging prospects and converting leads into sales. It encourages the integration of research into marketing strategies to demonstrate thought leadership and generate media coverage.

Conclusion

The 2020 Digital Marketing Plans Survey provides a comprehensive overview of the current marketing landscape, emphasizing the importance of digital channels, strategic alignment with sales, and the effective use of marketing technology. Marketers are increasingly relying on proven tactics and metrics to drive success, while also recognizing the need to outsource and collaborate to keep up with the fast-paced evolution of digital marketing.