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TOP 10 MARKETING
TOPICS ACROSS THE MARKETINGAND ADVERTISING INDUSTRY
(BASED ON % OF SAMPLE)
Mail Order
Online Sales
Social Media
Commissions
Brand Awareness
Contract Negotiations
Social Networking
Effective Selling
PromotionalItems
1
2
3
4
5
6
10
9
8
7
This infographic lists the top topics that marke�ng and adver�sing professionals in the US are significantly consuming more content about. The data was curated from ~190 sales & marke�ng topics iden�fied as
representa�ve of marke�ng.
1. Social Media
2. Digital
3. Online Sales
4. Contract Renewal
5. Mail Order 1. Social Media
2. Digital
3. Online Sales
4. Contract Renewal
5. Mail Order
1. Social Media
2. Mail Order
3. Promo�onal Items
4. Online Sales
5. Contract Renewal
TOP 5 MARKETING TOPICS FOR THE MARKETING AND ADVERTISING INDUSTRY BY DEVICE
— Mythbusted! While content types may differ across device, Bombora's Company Surge�� data shows that the topics remain the same! There is no great difference in behavior across devices across the Marke�ng and Adver�sing industry.
— Though there are slight varia�ons in topics, the industry is s�ll pre�y aligned and focused on ‘Social Media’, ‘Digital’ and ‘Online Sales’. The takeaway is - focus on the topic of interest and produce content that is consumed and speaks to the relevant channel it is being consumed through.
TOP TOPICS FOR ENTERPRISES VERSUS SMBs
MARKETING AND ADVERTISING TOPICS THAT HAVE THE HIGHESTCORRELATION BETWEEN ENTERPRISE AND SMBs
(BASED ON % OF SAMPLE)
— Top of mind for Enterprise and SMB organiza�ons alike are topics related more typically to sales (e.g. 'Contract Renewal' and 'Contract nego�a�ons'), as well as a return to the conven�onal methods of marke�ng (e.g. 'Billboards', 'Radios' and 'Press Kits'), perhaps reborn with a hint of experien�al flair and digital finesse?
— Tag Management at the bo�om of the list is an interes�ng topic that in the race for data collec�on, organiza�on and usefulness will prove challenging for businesses big or small. One to watch.
© 2017 All Rights Reserved. MarTech Advisor.
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Online Sales
Outbound Marke�ng
Media A�ribu�on
Brand Awareness
Ad Copy
Sen�ment Analysis
Video Billboard
514
491
466
442
425
412
400
26.25%
22.57%
25.08%
23.8%
21.71%
21.04%
20.43%
300
284
283
255
214
214
211
15.67%
13.32%
14.84%
14.79%
11.18%
11.18%
11.02%
Video Billboard
Mail Order
Online Sales
Ad Copy
Promo�onal Items
Social Content
and Apps
Commissions
SMBs Count of companies (Total - 2,000) % of sampleEnterprisesCount of companies (Total - 2,000)% of sample
2
3
4
Contrac
t Neg
o�a�ons
Word
of M
outh
Digita
lLE
D Bill
boards
Sale
sforc
e Pa
rtner
sSo
cial
Net
work
ing
Press
Kits
Tag
Man
agem
ent
Contrac
t Ren
ewal
Radio
0
2
4
6
8
10
12
3.51
1.12
0.89
0.39
0.02
- 0.03- 0.16
- 0.19
- 0.43- 0.61
% total SMBs % total Ents Difference Between SMBs & Ents
Within the marke�ng and adver�sing industry swimming in world of digital overload, it seems that offline tac�cs are making a comeback (e.g. ‘Promo�onal Order’, ‘Mail Order’ and ‘Print’ as high ranking topics within the top 10 in the US and globally).
Other topics that marketers are consuming include those pertaining to sales (e.g. 'Online Sales', 'Commissions', 'Contract Nego�a�ons' and 'Effec�ve Selling') - could this mean increased alignment between sales andmarke�ng... or a turf war to prove ROI?
There were no great differences in the popular topics globally versus the US - perhaps indica�ng anoverarching alignment of the B2B marke�ng space driven through globaliza�on and the dissemina�on of content.
TOP 10 KEYWORDSFOR THE ADVERTISING AND MARKETING INDUSTRY
1
% o
f to
tal c
om
pan
ies
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