2019 Resolutions: What Marketers Are Focusing On in the New Year


Dianna Albanese, SourceMedia

November 5

December is just around the corner, and before you know it, we’ll be ringing in the New Year. Marketing professionals are strategizing, budgeting and lining up their goals for 2019. Where are businesses putting their marketing dollars and why?

A common theme across marketing goals and strategies for 2019 is digital.

According to CMO.com, the top marketing objective from the Nielsen 2018 CMO Report was customer acquisition. “The report highlighted that 82% of respondents are planning to increase their digital budgets by about 50% in the next year.” The need for digital is at its highest, which aligns with many customer acquisition strategies as consumers and clients expect digital-based experiences.

Source: CMO.com

CMO.com noted that while digital marketing has become a priority, many marketers still don’t know how to translate campaign results and prove ROI to business leaders. Because of this struggle, Marketing Dive reports that as digital marketing increases, so will the investment into more analytics and attribution tools to better understand and communicate the ROI of their efforts: “Marketing automation technology is expected to grow at a 14% compounded annual growth rate over the next five years.”

According to Marketing Dive, “Global marketing automation spend is projected to reach $25.1 billion by 2023 from $11.4 billion in 2017 [via Forrester].”

Another highly ranked objective for B2B marketers is building the brand. If you’re serious about growing your business in the new year, Drift argues that “building a brand is the single best investment you can make.” Technology can only take your business so far: purposeful marketing, personalization and building relationships with your target audience can be the key drivers to your success. Medium lists a few of the fundamentals of brand building:

• Build creative advertising strategies with credible messaging.
• Advertise with the intention of deepening brand engagement.
• Keep your messaging consistent.
• Live up to your brand’s promises.

Customer Experience
• Be available across all customer sales channels and build strategies for all of these channels.
• Be responsive to customer feedback, questions and requests.

All of the basics will build your brand’s authenticity and, in turn, build trust and loyalty for your brand among your present and future customers.

Similarly, the term “thought leadership” has been used often as business-to-business marketers search for ways to effectively build relationships between brands and consumers while also keeping it professional. Investing in tools such as social media scheduling programs, blog hosting sites and creative software in 2019 will further help you connect with your audience, create thought leadership content and build your brand. A marketer shouldn’t just prove a product’s worth; they should prove their authority in the industry.

While marketers are focused on a few key objectives that have proven to be effective in the last year, one should always be on the lookout for new trends in marketing strategies and tools. We’re looking forward to seeing what happens in 2019!



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