Survey: Growth Marketing, Content Marketing Top Marketers’ Key Areas of Investment

As marketing leaders look ahead in the New Year, new research suggests that they already have a few areas of investment that they are eyeing for the coming months.

Canva and HubSpot recently teamed up to conduct the “Executive Marketing Leadership Survey,” and data showed that the top three areas that marketing leaders want to invest in as the months roll on are growth marketing, content marketing and design. Almost 25% of respondents replied to the survey with “growth marketing,” putting it at the top of the list.

“Growth marketing has been a hot topic for several years now, but with online traffic growing during COVID-19, marketing leaders are focusing their efforts on converting traffic into leads, while maintaining traffic levels over time,” wrote the authors of the survey. “Growth marketing is no longer a niche subject—it’s a pillar of successful companies.”

The researchers also note that content marketing, in particular, will likely continue to grow in importance as field marketing declines due to the pandemic.

Shifting Toward Marketing to Drive Revenue

This is not the first batch of research to suggest that marketers will be focused on driving revenue in the coming months.

Altimeter published its “2020 State of Digital Marketing” report, and statistics suggested that over the next 12 months, the majority of marketers (40%) will be focused on acquiring new customers, while 39% will be honing in on boosting revenue from existing customers.

In addition, 52% of marketers would like to improve their ability to personalize content for their various customer segments and personas. Nearly 28% also want to improve their ability to design and visualize effective omnichannel campaigns.

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— Silvina El Baba, Senior Manager, Web Marketing, EFI

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