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.
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