Report identifies marketers’ fear of budget waste as ecommerce continues to expand globally
SAN MATEO, March 13, 2018 / PRNewswire/ – Rakuten Marketing, a leading technology company that enables brands to increase sales through data-driven performance marketing, today announced results from its newest global report. The Rakuten Marketing “What Marketers Want in 2018: Five Strategic Opportunities for 2018” survey polled over 1,000 marketers across the U.S., United Kingdom, France, Germany and Asia-Pacific (APAC) and found a common fear of budget waste as ecommerce continues to expand globally.
U.S. respondents anticipate at least 30 percent of their 2018 marketing budgets will be lost as a result of poor strategic planning and/or incorrect channel focus. In addition to this, top concerns for US marketers in 2018 include:
Additional insights from the report show marketers are shifting 2018 budget priorities for content, holiday sales periods, and social media. For U.S. marketers, investment priorities include video, with 68 percent stating this as a priority, written content (63 percent), and image-led content (58 percent). U.S. marketers expect to allocate 20 percent of their budget to social media marketing; 19 percent to search engine optimization (SEO); and 18 percent to display advertising. Social media is expected to have the highest budget allocation with Facebook investment reaching $124k, followed by Instagram with $94k, Twitter with $74k, and LinkedIn with $70k.
Marketer interest in expanding their marketing campaigns to foreign markets varies widely across all respondents, with Europe (42 percent) and Asia-Pacific (43 percent) topping the list for marketers. The U.S. follows a close third with 36 percent of respondents indicating investment interest here. For U.S. marketers, 33 percent designated the United Kingdom as their top foreign expansion target, followed by France (31 percent) and Singapore (27 percent).
Non-Western sales periods will also take precedence with U.S. marketers. Twenty percent of U.S. respondents state plans to prioritize Chinese New Year in 2018 and 15 percent indicate Singles’ Day will be a priority. Forty-six percent stated plans to keep marketing campaigns constant throughout the entire year.
Reponses in the Rakuten Marketing “What Marketers Want in 2018: Five Strategic Opportunities for 2018” report were based on four respondent profiles that factored workplace persona, geography, and position level or responsibility. Marketer profile definitions are as follows:
“The fact that more than half of U.S. consumers are Advancers demonstrates the need that marketers in this industry must continuously adapt,” states Rakuten Marketing president, Stuart Simms. “To keep up with rapidly changing consumers, marketers are exploring new technologies, exercising creativity, and managing multiple channels to create better consumer experiences in 2018.”
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Rakuten Marketing is a division of Rakuten Inc. (4755: TOKYO), one of the world’s leading Internet service companies. The company is headquartered in San Mateo, California, with offices in Australia, Brazil, Japan, the United Kingdom, and throughout the United States. Follow us on Twitter or learn more at https://rakutenmarketing.com