Rakuten Marketing has conducted a survey of more than 1000 marketers operating in the US, UK, France, Germany, and the Asia-Pacific regions. In the survey, they asked a series of questions about what they are expecting through the rest of 2018.
44% of the US marketers who responded to the survey said that one of their biggest challenges was being able to prove the value of marketing. While most companies are well aware that marketing is important, it still isn’t universally accepted that digital marketing needs to make up a significant portion of the overall budget. Related to this, establishing a positive perception of marketing as part of an organization was also listed as a concern for 42% of US marketers.
The efforts related to managing the expectations of customers and consumers is an issue that 41% of US marketers are worried about as well. This, however, is likely to be a perennial issue that isn’t ever going to go away, since that is a significant portion of the marketer’s job.
When asked where their investment priorities will be going for 2018, 68% said that using video is going to be a major focus. 63% said written content is essential, and 58% agreed that image-led content is key. The US marketers also said that 20% of their budget would be going specifically toward social media marketing.
The full results of this survey can be found HERE.