TOP 10 MARKETING

TOPICS ACROSS THE MARKETINGAND ADVERTISING INDUSTRY

(BASED ON % OF SAMPLE)

Mail Order

Online Sales

Social Media

Print

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.

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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