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The Most Effective Digital Channels to Include in 2017 Marketing Plans

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Marketers expect brand websites to be the most effective digital channel in 2017, according to recent research from Ascend2.

The report was based on data from a survey conducted in December 2016 of 265 marketers (47% B2B, 35% B2C, 18% both B2B and B2C).

Some 63% of respondents say brand websites are one of the most effective channels to include in a 2017 digital marketing plan; 52% say email is one of the most effective channels to include; 49% say social media; and 31% cite organic search.

Respondents say the most difficult channels to execute in a digital marketing plan are brand websites (40% cite as a difficult channel), social media (40%), and organic search (39%).


Some 51% of respondents say the effectiveness of digital marketing channels is increasing marginally over time, and 37% say it is increasing significantly; 10% say effectiveness is decreasing marginally, and 2% say it is decreasing significantly.

About the research: The report was based on data from a survey conducted in December 2016 of 265 marketers (47% B2B-focused, 35% B2C, 18% both B2B and B2C).


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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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