This latest piece of research, from Econsultancy and Responsys, finds that 70% of company marketers – who hail mostly from the UK (46%) and other European countries (19%) – plan to increase their content marketing budgets this year, while another 29% will keep them at current levels. Content marketing edges SEO (65%) and email marketing for engagement/retention (also 65%) as the most popular digital channel tabbed for a budget increase.
Other digital channels and disciplines to get a budget hike this year include social media investment (for engagement/retention – 62%), mobile marketing (for acquisition – 61%), and social media investment (for acquisition – 61%). In fact, across the 15 digital marketing channels and disciplines identified, a majority of respondents intend to increase their budgets in 12. The only areas not to see a majority are online display advertising (for acquisition – 49% increasing; for engagement/retention – 43% increasing) and affiliate marketing (49% increasing).