NYAMA/BrandSpark Survey: Marketers Focusing on Mobile and Consumer-Generated Content Strategies into 2017

NYAMA/BrandSpark Survey: Marketers Focusing on Mobile and Consumer-Generated Content Strategies into 2017. BOSTON--(BUSINESS WIRE)--The New York American Marketing Association (NYAMA) and BrandSpark today announced in conjunction with Dapresy, a global provider of data visualization and data integration software, that the results of the first annual NYAMA/BrandSpark American Marketers Survey are available online here. Marketers shared their overall strategy, key tactics, challenges, successes, media spend intentions and ROI perceptions. According to the report, researchers expect to see marketers make big investments in technologies to improve mobile marketing effectiveness and consumer-generated content strategies over the next six to 12 months. “Mobile marketing was selected as the trend that will have the biggest impact on marketing in the next 12 months (and 10 years), though only 41 percent have a mobile strategy in place; another 30 percent are planning to implement within the next year.” Robert Levy, president, BrandSpark International, added, “Similarly, just over 30 percent indicated they had a strategy on consumer-generated content or influencer marketing, but just as many are planning to implement one in the coming year. The highest success rates were cited when marketers cite multiple sources for generating consumers review and other content.” Content marketing/branded content, data management & analytics and online video are the other marketing areas expected to see the greatest growth as strategies implemented (or firmed up) in the coming year. However, they are increasing spend on channels they perceive to offer the highest ROI. Other key findings of the study include: The top tactical tool to implement in the coming year is marketing technology software, with about 50 percent planning to implement. Unlike traditional business intelligence tools that focus on deep-dive analysis for a limited audience, Dapresy visualizes and distributes data into existing company processes for all designated people. About BrandSpark International (http://www.brandspark.com) BrandSpark International is a leading brand, marketing and product innovation research company.

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The results of the NYAMA/BrandSpark American Marketers Survey are available online at https://dapresy.com/american-marketers-survey-results-available-via-online-dashboard/ (Graphic: Business Wire)

BOSTON–(BUSINESS WIRE)–The New York American Marketing Association (NYAMA) and BrandSpark today announced in conjunction with Dapresy, a global provider of data visualization and data integration software, that the results of the first annual NYAMA/BrandSpark American Marketers Survey are available online here.

NYAMA/BrandSpark Survey: Marketers Focus on Mobile, Consumer-Generated Content Strategies https://dapresy.com/american-marketers-survey-results-available-via-online-dashboard/

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The survey captures the views of more than 650 marketers across the United States, representing a range of major industries. Marketers shared their overall strategy, key tactics, challenges, successes, media spend intentions and ROI perceptions.

According to the report, researchers expect to see marketers make big investments in technologies to improve mobile marketing effectiveness and consumer-generated content strategies over the next six to 12 months.

“Respondents believe that marketing is more important than ever before, and adopting new technologies effectively is a must to stay competitive,” said Lukas Pospichal, managing director, GreenBook & New York AMA. “Mobile marketing was selected as the trend that will have the biggest impact on marketing in the next 12 months (and 10 years), though only 41 percent have a mobile strategy in place; another 30 percent are planning to implement within the next year.”

Robert Levy, president, BrandSpark International, added, “Similarly, just over 30 percent indicated they had a strategy on consumer-generated content or influencer marketing, but just as many are planning to implement one in the coming year. As they do so, they should be cognizant of the fact that while most organizations rely solely on consumer-generated content from social media or contests and promotions, only a small percentage indicate their initiatives are very successful. The highest success rates were cited when marketers cite multiple sources for generating consumers review and other content.”

Content marketing/branded content, data management & analytics and online video are the other marketing areas expected to see the greatest growth as strategies implemented (or firmed up) in the coming year. That is, if marketers can overcome the biggest challenge cited to implementation plans: a lack of resources available to make the shift.

Accurately measuring ROI, as always, remains a critical challenge for marketers. However, they are increasing spend on channels…

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