Media advertising spending will see its largest growth in over a decade, according to Neustar’s Media Intelligence Report for Q2 2014. Companies are focusing more and more on the data that they can collect, and they are trying to use that data for their marketing. However, half of marketers reported that they’re still having trouble linking the data to actionable insights. Some of the other areas of interest in the study were social, video, and mobile. Social is the only channel that performed above the indexed average for reach efficiency, and video and mobile are becoming a more normal buy. The three areas that Neustar advises marketers to work on for the upcoming year are mobile, video, and attribution.
Ascend2’s Inbound Marketing Research Summary Report takes a look at what’s next for inbound marketing. Currently, 90% of companies are integrating social, search, and content for inbound marketing purposes, and most of them are doing it successfully. For the next year, the most important objectives for inbound are to increase conversion rates and improve lead quality. One of the challenges of inbound is the lack of an effective strategy, which will begin to change as more companies adopt inbound as a top marketing priority.