Among marketing channels, paid social media content (57%) has the biggest ROI for marketers, followed by organic social media content (48%) and email marketing (47%).
According to a HubSpot report, engaging and growing new audiences is the top goal for 33% of marketers this year. Maximising the ROI of their content (30%), understanding which channels their audiences spend the most time on (30%) and analysing the effectiveness of content marketing strategies (29%) round up the top three goals for 2022.
Similarly, conducting market research to determine the most effective channels is the most valued media planning strategy for 80% of marketers. Market research is currently leveraged by 43% of the respondents, with the number expected to grow to 45% in 2022.
About 39% of respondents plan to use media planning templates for the first time in 2022. Determining the most effective media mix is the biggest challenge for 39% of marketers, followed by budgetary limitations (36%), lack of time to plan properly (30%) and wasted impressions (29%).
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[17 minute read]