2021年营销报告（英）-45页_3mb

HubSpot State of Marketing Report 2021 Summary

Core Content Overview

This report provides insights from over 1,500 marketers worldwide, detailing the evolving strategies and priorities in marketing for 2021. It covers key areas such as overall marketing strategy, content marketing, social media marketing, SEO, reporting and attribution, email marketing, conversational marketing, ABM, market research, and international marketing. The report emphasizes the shift toward digital-first approaches, customer-centric strategies, and the increasing role of automation and AI in marketing.

Main Marketing Priorities and Trends

Overall Marketing Strategy

• Top Priority: Brand awareness is the #3 overall marketing priority, surpassing sales slightly.
• Marketing Approach: Social media is the leading channel, with a focus on personalized and conversational marketing.
• Budget Allocation: 63% of marketers have increased their budgets, with the majority allocating funds to paid advertising, content creation, and software.
• Automation Usage: 76% of companies use marketing automation, which is more prevalent than in sales and finance.

Content Marketing Strategy

• Content Investment: 82% of marketers actively use content marketing, up from 70% in 2020.
• Primary Content Type: Video is the top form of content created, followed by blogs and infographics.
• Success Metrics: Social engagement is rising as a key success metric, up by 187% from 2020.
• Content Strategy: Marketers are increasingly using multimedia content creation, video editing, and best practices to enhance their strategy.

Social Media Marketing Strategy

• Social Media Dominance: Social media is now the #1 marketing channel, with Instagram being the most popular platform.
• ROI Focus: Marketers see the most ROI from Facebook.
• Key Tactics:
  • Social listening to build direct relationships with the audience.
  • Hashtags and live video for engagement.
  • Augmented reality is used by 19% of marketers.
• Challenges: Some marketers still struggle with attribution reporting, which is crucial for understanding campaign effectiveness.

Search Engine Optimization (SEO) Strategy

• SEO Investment: 69% of marketers are investing in SEO in 2021, up from 64% in 2020.
• Key Tactics:
  • Strategic keywords
  • Localization
  • Mobile optimization
• Success Perception: 75% of marketers feel their SEO tactics are "extremely" or "very effective."
• Measurement: Marketers measure SEO success through traffic, engagement, and conversion data.

Reporting and Attribution Strategy

• Reporting Tools: 72% of marketers use reporting tools, but only 53% use attribution reporting.
• Importance of Attribution: It is critical for personalized, high-converting interactions.
• Confidence in Budget Decisions: Only 37% of marketers feel "very confident" when making budget decisions for revenue-influencing programs.
• Recommendation: Start with a blank page and use data-driven insights to shape marketing strategies.

Email Marketing Strategy

• Email Engagement: 77% of marketers report increased engagement with email marketing.
• Tactics:
  • Segmentation and personalization
  • Automation for nurturing and transactional emails
• Email Providers: HubSpot and Salesforce are preferred by enterprise businesses.
• ROI: Email marketing delivers a $36 return for every $1 spent, making it a top ROI channel.
• Pro Tip: Avoid the "set it and forget it" trap by monitoring results and testing templates every two weeks.

Conversational Marketing + AI Strategy

• Conversational Tools: 47% of marketers use bots for marketing, up from 45% in 2020.
• AI Integration: AI is being used for personalization, automation, customer support, and content creation.
• Challenges with AI:
  • Easy: Strategies that are too simple are not effective.
  • Achievable: Predictable results from standard methods lead to falling behind.
  • Complicated: Overly complex strategies can harm customer experience.

Account Based Marketing (ABM) Strategy

• ABM Adoption: 70% of marketers use ABM, up from 2020.
• Key Tactics:
  • Social media targeting
  • Custom content creation
  • Identifying target contacts/roles
• Challenges:
  • Personalized customer experience
  • Selecting target accounts
  • Choosing the right content
• Tools Used: HubSpot and LiveChat are top choices for ABM tools.

Market + Customer Research Strategy

• Customer Feedback: 91% of companies use customer feedback to inform decisions.
• Market Research: 83% of marketers conduct market research, and 88% use it for business decisions.
• Trend: More marketers plan to increase market research spend in the coming year.
• Tools: Google Surveys and internal customer surveys are widely used.

International Marketing Strategy

• Global Operations: 93% of marketers operate in multiple regions, but only 65% report marketing internationally.
• Challenges:
  • Exchange rates
  • Cultural differences
• Recommendation: Address local challenges by hiring locally and using multilingual tools.
• Localization: HubSpot's VP of Localization emphasizes the importance of translating content and adapting to local markets.

Video Marketing Strategy

• Video Growth: Video content creation has increased significantly, with 88% more uploads than pre-pandemic.
• Trends:
  • Short-form videos (0–30 seconds) increased by 62%.
  • Long-form videos (30–60 minutes) grew by 140%.
• Conversion Insights:
  • Conversion events in videos increased by 30%.
  • Email collection forms at the start of videos had a 15% conversion rate.
• Recommendation: Continue experimenting with different video formats and lengths to support marketing goals.

Conclusion

The 2021 marketing landscape is heavily influenced by digital transformation, customer-centric approaches, and data-driven decision-making. Marketers are increasingly relying on social media, video, and automation to enhance brand awareness and engagement. Personalization, segmentation, and AI are becoming essential tools for success. Additionally, international expansion is gaining traction, though challenges like cultural adaptation and currency issues persist. Attribution and reporting are critical for measuring the effectiveness of marketing efforts and ensuring ROI. Overall, the report highlights the importance of adapting strategies, leveraging technology, and understanding customer needs in order to thrive in the evolving marketing environment.