Many Australian marketers think content marketing is the most effective tactic to drive sales and leads

Many Australian marketers think content marketing is the most effective tactic to drive sales and leads. A shopper walks past a small retailer selling clothing which is located in the center of a shopping mall in Sydney, Australia, February 19, 2016. HubSpot and Survey Monkey’s Asia Pacific Content Marketing Report has revealed that 22 percent of Australian marketers perceived that content marketing is the single most effective tactic when it comes to driving sales and leads in 2016. Big data, including market/customer insights and predictive analysis, ranks second with 14 percent. Marketing automation, including email marketing and CRM, ranks third with 13 percent. There were respondents who answered conversion rate optimisation, social media marketing, communities, mobile marketing, partnerships, paid search marketing, online PR and IoT marketing applications were also considered to have a commercial impact on business. It also revealed that there was a content shock situation were more content was being created than consumed. With most of the market feeling overwhelmed by the challenges of content marketing, those that are successful will find themselves in the top quarter of marketers in Asia Pacific,” Bonnici said. There were more than 720 marketers in the Asia Pacific Region who participated in the survey. The study also revealed that 70 percent of Australian marketers believe their content marketing is limited, inconsistent or basic.