Much of 2013ís marketing activity revolved around creative content and businesses are now more willing to spend on campaigns. For 2014, it is predicted that budgets will remain generous but strategies will be more diversified.
According to a report published by the Association for Data-driven Marketing, 16 percent of marketers said they are planning to increase their budgets next year, while 53 percent said they would consider allotting more to their marketing budgets. Moreover, 80 percent of marketers stated that they have been producing more content now than the past 12 months.
Jodie Sangster, Chief Executive at ADMA, expected that for 2014, businesses will utilize similar trends seen in 2013 - specifically content marketing. However, the executive noted that organizations are working to achieve more value for their money.
She added that content marketing, which came into the spotlight around 2012, was all about creating high quality content. Today, it is used to increase exposure of a business, and companies are analyzing how they will be able to reach their target customers using the most effective content they can come up with.
The executive also emphasized the rise of new marketing techniques that are different from what the industry is used to in order for businesses to improve customer engagement.