As marketers gear up for the fourth quarter, the busiest time on their marketing calendars, nearly two-thirds (63.4%) say they are planning to increase focus on social media over the next 12 months, while nearly one-half plan to increase focus on email (45.5%) and content marketing (45.3%), according to a new survey from Bizo.
Moreover, among those who conduct social marketing, most (97%) say social media is now more or equally important to the marketing mix than it was in the previous year.
Over the next 12 months, more than two in five marketers (42.7%) plan to invest more in search, while roughly one-third (36.0%) plan to use more video:
Marketing Activities Reach Peak in Fall Season
Among marketers, the fourth quarter is the busiest time of the year across key marketing initiatives, including the following:
- Planning: 46.2% of marketers say 4Q is the busiest season, but a good number cite 3Q (19.4%) and 1Q (15.2%).
- Executing campaigns: 36.3% of marketers say 4Q is their busy season for campaign execution; 21.2% aren't sure, but 18.5% cite 2Q and 12.9% cite 3Q.
- Closing sales: 32.5% say 4Q is their busiest season to close business, followed by deals that close in 2Q (29.2%) and 1Q (19.2%).
Social Media's Role in the Mix