Traditional marketing strategies have been disrupted by the digital age. To remain important, marketing executives must not only have the right talent, but also be immersed in innovations that will change the way they interact with consumers.

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Over the last 15 years, the marketing industry has made significant progress, shifting from conventional approaches to embrace the digital revolution. We’ve changed the way we absorb information, process knowledge, exchange ideas, and design goods, and as marketing departments undergo rapid systemic change, there will be a shift in how money is spent and resources distributed.
It’s important to cross the technological and marketing divide. Now is the time for CMOs and CIOs to join forces and collaborate on production, design, and creative services.

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Marketing teams will be prepared to meet future demands for both technological and artistic abilities. Marketing teams must be forward-thinking, bend with the curve, and welcome and plan for the demand in the digital age. There’s a lot of knowledge out there, so staying on top of current trends and market movements is critical.

The data below comes from a survey conducted by of 200+ digital marketing executives to learn about their views on the future of the industry and how it is changing.

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The following are some of the survey’s main findings:

Technology is Transcendent

  • 72% Believe that the traditional marketing model is no longer sufficient in regards to the ever-changing world of digital marketing.
  • By 2016, over 50% of all digital marketing hires will have a technical background.
  • Customer Engagement is the #1 objective for Digital Marketing Departments
  • In the next 3-5 years, The Digital Marketing Workforce mix will be 1:1 per cent freelance to permanent

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Adapt to Succeed

98% of respondents see the role of traditional marketer continuing to change at a rapid pace.

Top three forces that will be driving the change are:

  • Increased number of channels and platforms to reach audiences
  • New/Innovative ways to think about customer engagement
  • The challenge of breaking through the noise in order to reach the target audience

Channels that will be most valuable in driving customer engagement:

Marketing executives believe that these 6 channels will be most valuable in driving customer engagement. Below mentioned are the current and projected (3-5 years) usage of these channels:

  1. Mobile: 24% Current and 70% Predicted
  2. Video: 13% Current and 61% Predicted
  3. Email: 59% Current and 55% Predicted
  4. Search/SEO: 16% Current and 20% Predicted
  5. Web: 32% Current and 53% Predicted
  6. Social: 38% Current and 49% Predicted

Hiring Trends

Evolution of technology and marketing worlds colliding has forced the way in which employers hire and retain the top talent. Technical skills will prove to be critical to digital marketing teams and initiatives – these skills will become a must have for hires.

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According to Gartner Study, by 2017 marketing technology will surpass IT technology Budgets. On average marketers spend 1/3rd of their budget on social and digital marketing.

Hiring Barriers:

  • Finding Skilled Talent
  • Cost of Quality Staff
  • Attracting Top Talent
  • Culture Fit
  • Retaining Top Talent

Who’s Getting Hired? (Based on next 12-18 months)

Are your objectives aligned?

The key to any relationship is being on the same page – and that’s no different when it comes to your company and department’s vision. Without that marriage of ideas and agendas, it’s hard to succeed. The more aligned you are, the greater the ROI, and the better the results. After all, you are the company you keep.

75% respondents agree that marketing departments are becoming more important to their company at large.

Obstacles that can prevent you from being successful in your role!

  • Lack of budget and resources available
  • Dysfunction and Friction over priorities across the company
  • Confusion over roles and responsibilities
  • Organization inability to adapt to new changes

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