HubSpot：2021营销状态报告（英）-45页_3mb

2021 State of Marketing Report Summary

Core Content

The 2021 State of Marketing Report by HubSpot provides insights into the evolving marketing landscape, based on responses from over 1,500 marketers globally. It highlights key trends, strategies, and best practices that are shaping the future of marketing.

Main Trends and Strategies

Overall Marketing Strategy

• Social Media is the number one marketing channel used in 2021.
• Personalized and conversational marketing is preferred, with brand awareness as the top marketing priority.
• Marketing automation is widely adopted, with 76% of companies using it, and 26% planning to adopt it in 2021.
• Marketers are increasingly focusing on customer experience and relationship-building over traditional sales-centric approaches.

Content Marketing Strategy

• Content marketing is growing, with 82% of marketers actively using it, up from 70% in 2020.
• Video is the primary content type, followed by blogs and infographics.
• Segmentation, personalization, and automation are key tactics in content marketing.
• Measuring success is shifting towards social engagement, with a 187% increase in usage from 2020.

Social Media Marketing Strategy

• 80% of companies are investing in social media marketing in 2021.
• Social listening is the primary tactic, helping to build direct relationships with audiences.
• Hashtags, live video, and AI are also key tools, with 19% using augmented reality.
• ROI is primarily measured through Facebook, despite Instagram being the most popular platform.

Search Engine Optimization (SEO) Strategy

• 69% of marketers are investing in SEO in 2021, up from 64% in 2020.
• SEO is now about tailored user experiences and mobile optimization.
• 75% of marketers feel their SEO tactics are extremely or very effective.
• 83% are confident their website helps achieve marketing goals.

Reporting and Attribution Strategy

• 72% use reporting tools, but only 53% use attribution reporting.
• Attribution reporting is critical for personalized, high-converting interactions.
• Marketers are using data-driven insights to optimize campaigns and align with customer needs.
• There is a disconnect between ROI understanding and budget confidence, often due to poor attribution practices.

Email Marketing Strategy

• 77% of marketers reported increased engagement with email marketing.
• Hyper-personalization, segmentation, and automation are top tactics.
• Email marketing delivers a $36 ROI for every $1 spent, making it a key channel.
• Marketers are advised to monitor results and test templates regularly to ensure effectiveness.

Conversational Marketing + AI Strategy

• 47% of marketers use bots for marketing, up from 45% in 2020.
• AI is being used in personalization, automation, conversion, and customer support.
• Marketers are encouraged to avoid "easy" and "complicated" approaches and focus on achievable, impactful strategies.

Account Based Marketing (ABM) Strategy

• 70% of marketers use ABM, up from 55% in 2020.
• Social media is the top channel for ABM targeting.
• Challenges include personalizing customer experiences and choosing target accounts.
• Custom content and targeted messaging are key to improving engagement.

Market + Customer Research Strategy

• 91% of companies use customer feedback for decisions.
• 83% conduct market research, and 88% use it for business decisions.
• 67% plan to increase market research spend in the next year.
• Surveys and tools like Google Surveys are used to gather insights and guide strategies.

International Marketing Strategy

• 93% of marketers operate in multiple regions, but only 65% report marketing internationally.
• Challenges include exchange rates and cultural differences.
• Hiring locally and using localized tools can help overcome these challenges.

Video Marketing Strategy

• Video marketing remains a top priority, with 88% more video uploads in 2020 compared to 2019.
• Short-form videos increased by 62%, while long-form videos grew by 140%.
• Video is used throughout the marketing funnel, with conversion events and email collection forms showing high engagement.
• Events at the beginning of videos have the highest conversion rate (12.7%), and email collection forms convert at 15%.

Key Takeaways

• Marketing is evolving rapidly, with a focus on digital transformation, personalization, and customer experience.
• Automation and AI are becoming essential tools for marketers to enhance efficiency and effectiveness.
• Video content continues to dominate, with a clear shift towards long-form video for deeper engagement.
• Attribution and reporting are critical for data-driven marketing and budget optimization.
• International expansion is on the rise, but comes with challenges that require localization and cultural awareness.
• Content marketing and email marketing are both seeing growth, driven by personalization and segmentation.

Conclusion

The report emphasizes the importance of adapting to change, leveraging data and technology, and focusing on the customer experience to drive marketing success in 2021 and beyond. Marketers are encouraged to experiment with new formats, tools, and strategies to stay competitive in a rapidly evolving landscape.