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Report: Are Marketers in for a Year of Facebook and Predictive An…

Report: Are Marketers in for a Year of Facebook and Predictive Analytics? You Bet!

As 2017
concludes, it’s officially time for marketers to conduct an annual review of
the strategies and tactics they’ve implemented throughout the year. As the pace
of technology innovation continues to accelerate, it seems marketing undergoes
a new transformation each month. It’s critical that marketers ensure they are
equipped with tools and tactics to meet the dynamic challenges of digital
marketing. By thoroughly analyzing and measuring how successful 2017’s
campaigns were, marketers can make informed decisions about the  tools and strategies they should use in 2018.
recently conducted a survey about their 2017 strategies and
proposed changes for 2018. Read on for the findings and tips that will help
other marketers prepare for the year ahead.

Top-of-the-Class Social Media. Facebook Gets
Top Marks as LinkedIn Gets Honorable Mention
Social media
continues to prove itself as a critical medium for marketers with 73 percent
listing it as a top strategy used in 2017. However, all social media platforms
are not created equal. Tech behemoth Facebook received the most support from
email marketers with 48 percent planning to invest in the site. Surprisingly,
the more esoteric networking site LinkedIn will also attract greater attention
from marketers, with 11 percent planning to invest.
At variance
with Facebook and LinkedIn, Snap and Instagram aren’t inspiring that same
confidence among marketers. In fact, only 1 percent of marketers will invest in
Snap, and only 8 percent in Instagram, for 2018. Marketers should account for
this as they allocate resources for the year ahead and shift their expectations
toward platforms that have proved successful in the past, such as Facebook.
Predictive Analytics – Coming to You in 2018
While we’ve
certainly all heard the phrase “predictive analytics” used within the marketing
realm, it’s a concept that will begin making headwinds before we know it.
Throughout the course of 2017, only a few businesses have truly experienced
first-hand how predictive analytics is shaping up to be a great way to sell
smarter and sell more.
As the year
progresses, the applications of predictive analytics will come into focus as
it  pushes to the forefront of the digital
marketing space. In fact, while only 5 percent of marketers implemented
predictive analytics in 2017, 44 percent expect to see more of it in 2018.
Marketers should take heed of this and be sure they’re shifting their budgets
and staff toward digital development, especially when it comes to predictive
tools to make smarter and more effective marketing decisions.
Content Over Everything
the course of 2017, content continued to be a critical marketing pillar for
engaging subscribers. In fact, 81 percent of marketers noted they have used
newsletters in their email marketing strategies, surpassing tips, infographics,
videos, and slideshares in popularity.

planning for 2018 marketers should make sure they are allocating funds to
content development, specifically for newsletters. Crafted and relevant content
must be a part of every marketing campaign, especially if marketers want to
keep subscribers loyal to their brands. Email marketers can get a head start on
2018 by building a strong pipeline of newsletter content now to keep
subscribers engaged throughout the course of the year.

In order to ensure a fruitful 2018, marketers should keep these findings and
suggested best practices top of mind as they plan their campaign strategies for
the year ahead. They should plan to hone in on Facebook and LinkedIn,
incorporate predictive analytics for more targeted campaigns and focus on
creating great content to keep readers coming back for more in the new year.
Seamas Egan
Director of Sales and Marketing

For more information on Campaigner, please visit

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