6 Surprising Stats from Hubspot’s State of Inbound 2017

By Dave Sutton

Remember the days when inbound marketing efforts were limited to one or two channels?

Not too long ago, email was one of the only inbound marketing channels to reach customers. Today, marketers have dozens of inbound channels to choose from — Messaging apps, Snapchat, Twitter, Facebook, YouTube, Slack, to name a few. This growing importance of social media to marketing efforts is highlighted throughout Hubspot’s State of Inbound 2017.

“The way people do business has changed, and companies are rising to the challenge to meet consumers where they are—whether that’s on Facebook, YouTube, in a messaging app, or on a mobile device.”
— Hubspot State of Inbound 2017

With 90 pages of fascinating marketing statistics, it’s easy to get lost exploring the report. Here are a few highlights and interesting stats that caught my attention. You can download Hubspot’s State of Inbound 2017 report here.

1. Video is taking over the space of writing and editing

Cited as Hubspot’s main disruptor of the year, video is becoming an increasingly important part of a business social media strategy. One contributor said, “Video is just going to get bigger and bigger. I think more people want raw, honest connection. They want to know you and the company in a way that feels personal.”

2. Websites are the new Gatekeeper of Sales

In previous writings, we discussed the website’s important role in telling a brand story. Salespeople, in particular, are seeing a shift from being the gatekeepers of their businesses’ information to their websites being the gatekeeper to their companies’ websites being the gatekeeper of its sales.

“Our industry is going through a seismic shift. Gone are the days of the salesperson being the gatekeeper for information. Our website has now become our primary mode of marketing where it used to be our brick-and-mortar locations. I think in the next three to five years we will see a shift to brand selling and concierge-like service.” — Hubspot State of Inbound 2017

3. Snapchat’s importance increases, but its utility continues to be a mystery to Marketers

Barely 5 years old, Snapchat’s prevalence invaluable demographics has exploded in the last year. It’s base of over 150 million daily users and dominance of the Millennial demographic present a target market too promising for marketers to ignore, but its tools for businesses present a problem.

In an environment where Facebook and Google are building incredible platforms and tools for marketers, Snapchat’s lack of specific targeting tools and analytics makes it difficult for businesses to justify the ROI of investing resources into it.

“Snapchat is still a mystery for many businesses, and we see a dip in focus as marketers opt to spend their time on large emerging channels.” — Hubspot State of Inbound 2017

4. 2017 could demand larger marketing budgets

As marketing analytics tools improve on the big 4 social platforms, it will become easier to see the <a target="_blank" rel="nofollow" Go to the full article.

Source:: Business 2 Community

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