2017 Will Be Year of Marketing Technology, Native and Video, According to New Survey

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“Increasing use of marketing technology” is the strategy that the highest percentage of marketers (40%) will implement in the coming year, according to a new marketing survey conducted by the New York American Marketing Association (NYAMA) and BrandSpark in conjunction with Dapresy.
“Respondents believe that marketing is more important than ever before, and adopting new technologies effectively is a must to stay competitive,” Lukas Pospichal, managing director of GreenBook and NYAMA, said in a statement. “Mobile marketing was selected as the trend that will have the biggest impact on marketing in the next 12 months (and 10 years), though only 41% have a mobile strategy in place; another 30% are planning to implement within the next year.”
The survey of 661 marketers also found that 83% of respondents agree that marketing is becoming increasingly important. That same percentage also reported that they need to adopt new marketing technologies—or they will face competitive obsolescence. Another 88% said innovation is important to their organization, but (see #2).
Here are eight other takeaways from the survey results:
1. Native advertising is getting more popular. Almost 75% of those surveyed use some kind of branded content, while 58% run print advertorials, 48% publish sponsored content and 48% use promoted tweets. Just 25% run online video advertorials—that should jump up this year.
2. Innovation yes, time to innovate no. They asked, “How is innovation fostered and supported in your organization?” The two top answers concerned research. One of the lowest answers at just 21% was “co-creation with community of consumers and customers.” It sure seems that any innovation involving asking your customer should be higher. Also low was having the dedicated time to test new ideas and synthesize team learning.
3. Again, the customers aren’t always the focus. Answering the question, “In what ways is your organization preparing to respond to [the coming marketing trends]?,” 48% answered, “engaging in dialogue with [customers]. Given today's trends, it would seem that number should be closer to 100%. Just over half said, “increasing technology capacity.” That seems low as well.  
4. Are they just saying that? Almost 80% agreed with the statement, “Differentiation and competitive advantage come from taking chances.” But are organizations really committed to that, and as we read above, are they allowing the time? I often go back to what Don Pazour, CEO of Access Intelligence, told us recently: "Not to do the bold things can be a big mistake."
5. Video will keep increasing. It’s positive to see that 50% of those surveyed said that they will increase their video budget in 2017. That’s the highest percentage for any category. Also interesting here is that 31% will not spend any money on mobile advertising.
6. Paid search gets bang for buck. The five most used marketing channels were "customer relationship management/email marketing" (84%), "social network advertising" (77%), "online video" (69%), "online display" (67%), and "paid search" (61%). But the most used channels do not line up with those that respondents perceived as generating the greatest ROI. CRM/email marketing did land first at 31%, followed by paid search (19%) social network advertising (17%), online video (13%) and online display (12%).
7. Testing still may be too low. In response to the question, “Which were the top strategies for ensuring their content was engaging to their audience?,” the two top answers at 58% were: “Track topic trends in the industry” (try saying that 5 times fast); and “social content interaction.” “Content designed based on customer research” was next at 56%—very good—followed by “content testing” at 46%. Experts would encourage more testing.  
8. More resources are still needed. Asked about the biggest challenges to digital marketing transformation in their organizations, 45% of marketers responded, “lack of resources to make the shift”—by far, the most popular answer. Next came “lack of analytics capability” at 30%, “legacy systems” at 25%, “lack of urgency” at 23%, “separate teams for digital and traditional marketing” at 19% and “digital functions siloed” at 16%. It’s good to see low numbers for the last two.     

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Ronn Levine began his career as a reporter for The Washington Post and has won numerous writing and publications awards since. Most recently, he spent 12 years at the Newspaper Association of America covering a variety of topics before joining SIPA in 2009 and SIIA in 2013 as editorial director…