HubSpot recently released its annual State of Marketing Report for 2020. This year’s report covered a wide range of marketing topics, including:

The report is well worth a cover-to-cover read; however, we’ve compiled a few highlights below in case you’re in more of a skimming mood.

Content Marketing
According to the survey, 70% of marketers are actively investing in content marketing; however, only 25% plan to increase that investment in 2020. When it comes to the content marketing tactic of choice, video leads the way over both blogs and e-books.

hubspot chart

Digital Advertising
Digital advertising has taken on increased importance in marketing budgets over the past few years. Two thirds of marketers said that digital ads are very or extremely important to their overall marketing strategy.

Marketers have seen the best results from Facebook and Google AdWords, as the two were named the channels providing the highest ROI by quite a large margin over competitors.

hubspot data

One third of respondents use digital ads primarily for brand awareness, the leading goal of digital advertising, according to the survey, versus sales and web traffic/engagement.

SEO
Search engine optimization (SEO) continues to be a popular tactic among marketers, with two thirds of companies actively investing in this channel. Technical SEO has taken on increased importance in recent years. According to the survey, load speed optimization, mobile optimization, and localization are the three most popular technical SEO tactics in use today.

hubspot chart

While measuring SEO results is not always an exact science, keyword rankings are still the most popular way to measure the effectiveness of an SEO campaign, according to the survey.

How are you driving leads to your organization? If your year is off to a slow start, you may want to consider working with a marketing agency to develop a strategic marketing plan that helps drive growth. If you have any questions about marketing strategy or tactics, contact Bob Goricki at bob.goricki@marcumllp.com or by phone at 440-459-5961.

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